1. Calvin Klein
Company
Group members: Nguyen Phi Long
Nguyen Trung Hieu
Pham Thi Hong Cuc
Truong Thuy My
www.themegallery.com

2. Contents
1 ICK overview and mission , vision
2 Economic environment and SWOT
Social & Cultural environment and
3 corperative Strategies
4 Pricing Strategies

3. CK OVERVIEW
 Calvin Klein was established in 1962
 Developed many kinds of fashion products
 Full-year revenues were flat at $2.4billion
in 2010
 Calvin Klein is one of the top famous brands
in fashion design all over the world

4. Mission and vision of Calvin Klein
Mission Vision
 The Calvin Klein Company’s  Becomes one of the first choice of
products get the belief from consumers
consumes widely. It creates
products for many kinds of people,
class ,sex and characteristic.  Revenues would total $2.47-2.5bn
for the year, up 3-4%, with Calvin
 “Our motivation serves for the Klein royalty revenues poised to
respect and the belief of rise 5-7%.
consumers. “  Increase national market share to
45%
www.themegallery.com

5. Economic environment
 Employee
 Income
 Inflation
 Interest rates
 Productivity
 Wealth

6. SWOT ANALYSIS
 Strengths  WEAKNESSES
 Strong brand  Expensive product
 Global distributed  Seriously compete
system  Lacking advertisement
 High quality of all on TV or other mass
products media
 Various products for
men, women

7. SWOT ANALYSIS
 OPPORTUNITIES  THREATS
 Population growth  Customer needs
rapidly
 Development and  High tax
economic integration
 The development of
 High inflation
Internet, mass media
and technology

8. Political and legal environment
 Related to government policy and its
administrative practices
 New legislation or regulatory shifts
 Example in Vietnam

9. Social & Cultural environment
 Removethe line
between age, gender and sexual instincts
 Bring comfortable to people.
 Use
advertising with the sexually
message of the brand .
 For example: CK One perfume.

10. Examples

11. “More for more” positioning
 (Image in p.18) sample_marketing plan
official Ck

12. International marketing entry and
corporate strategy:
 CK use “Licensing” to distribute products
in the word.
 In Viet Nam, C&T Group is the main
distributor of CK.

13. Pricing Strategies
 Penetration Pricing
 Skimming pricing
 Competition pricing
 Product Line Pricing
 Bundle Pricing
 Psychological pricing
 Optional pricing
 Cost-based pricing
 Cost Plus Pricing

14. Factors affect the marketing
pricing strategies
- Luxury product
- High quality
- Famous brand
- Import product
- Tax policy
- Promotion price
- Advertising price

15. Pricing of CK perfume in some
Vietnamese Store
 Source: http://www.linhperfume.com/p81-calvin-klein-eternity-
ETERNITY MOMENT PRICE
moment.html
15ml $18
50ml $47
100ml $65
ETERNITY SUMMER PRICE
 Source: http://olala.vn/article.php?cid=119&id=9192
50ml $44
100ml $53

16. Advertising Price
POSITION RATE (IN VND)
STANDARD RIGHT_HAND 37,000,000
PAGE
STANDARD LEFT_HAND PAGE 32,000,000
Standard Half Page 23,000,000
Standard One_Third Page 18,000,000
First Right_Hand Page 45,000,000
Second Right_ Hand Page 41,000,000
Third Right_ Hand Page 39,000,000
Inside Front Cover – Full Page 53,000,000
Inside Back Cover – Full Page 48,000,000
Outside Back Cover 62,000,000
Standard Double-Page Spread 62,000,000
Third Double-Page Spread 68,000,000
Second Double-Page Spread 75,000,000
First Double-Page Spread 86,000,000

17. References:
1. http://www.nytimes.com/2002/12/18/business/calvin-
klein-selling-his-company-to-biggest-shirtmaker-in-the-
us.html
2. http://en.wikipedia.org/wiki/Calvin_Klein
3. http://www.just-style.com/news/calvin-klein-drives-q4-
profit-at-pvh_id107217.aspx
4. Advertising Rate, Dep Magazine, viewed on 13 February
2012.
5. “Pricing Strategies” (nd), viewed on 13 February 2012.
6. http://www.linhperfume.com/p81-calvin-klein-eternity-
moment.html
7. Source: http://olala.vn/article.php?cid=119&id=9192