Winners and Losers

Topics: Marketing, Strategic management / Pages: 8 (1831 words) / Published: Jun 22nd, 2013
Winners and losers
What defines success for a brand in the marketing environment and what constitutes failure? In this essay two brands that have both been placed into the New Zealand (NZ) market place following the success of the brands in Australia will be compared. The first brand being Jeans West which has demonstrated remarkable success in the NZ market and the second being Suzanne Grae which is preparing to depart the NZ market place due to failure to create a sustainable business.
Jeans West
Jeans West is a successful brand in New Zealand and this is echoed by the consumers as “Jeans West fits best”. Jeans West differentiates itself by having a wide variety of denim jeans to suit all body shapes. Jeans West also has a loyalty programme which offers discounts and invites to exclusive VIP sales. On top of that Jeans West also has a five pocket customer service programme which ensures that the customers concerns and needs and wants are met. The brand is owned by Glorious Sun and was successful first in Australia before it came to NZ. Jeans West also has stores in Asia, but in this essay the focus will be on Australia and NZ (primarily on NZ).
The 2010 annual report of ‘Glorious Sun Limited’ states that the revenue that Jeans West is producing is increasing each year as shown by the graph below.
(Glorisun, 2011)

Also in the annual report was the revenue by geographical location. As you can see Australia and NZ combined is the second largest quantity of the pie graph and even surpass the USA. This shows that Jeans West has been a huge success in Australasia.

(Glorisun, 2011)
Jeans West is a trusted brand that has been around for over 40 years. Their presence is online as well, as they have a fully functional website that is updated daily to promote Jeans West products and the monthly promotions. On top of that the sales assistant’s nationwide are trained to the ‘Jeans West standards’ to ensure quality service in every store. Jeans

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