The marketing mix refers to a set of marketing tools that a company uses to achieve its marketing objectives. The marketing mix includes the 4Ps which are: Say no to plagiarism. Get a custom essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay ProductPricePlacePromotion Another 3 P's have been added to the modern and service marketing mix which are: ProcessPeoplePhysical EnvironmentCALVIN KLEIN MARKETING MIXPRODUCT:Calvin Klein is a leading premium clothing, apparel and accessories brand serving customers worldwide. Calvin Klein includes a large variety of products that include apparel, apparel, and accessories. Since we chose the clothing line, it includes varieties such as:Black Label – luxury high-end designer lineWhite Label – basic fashionGrey Label – bridge collection lineSport – high-end sportswearJeans – denim clothingHome – home products such as bed linen, toilet accessories, etc. The Khaki collection: medium-high range home products. PRICE: Calvin Klein clothes are generally priced high as they cater to the upper-middle class and upper class individuals. They have a premium clothing range called the black label range which is priced higher than the basic clothing range known as the white label range. It generally keeps prices lower than its competitors such as Giorgio Armani, Ralph Lauren, Hugo Boss, Tommy Hilfiger etc. to gain market share and increase sales. It follows a target pricing strategy where it tries to compete with players in the market by setting prices slightly lower than them and consequently reducing costs so as to make more profits. It follows a price reduction strategy in its marketing mix where products from the Black Label range have a high margin but are usually sold in smaller quantities than other products. PLACE: Calvin Klein has gained a lot of popularity all over the world. The first store opened in the Dallas suburb. It included products such as clothing, accessories, fragrances, cosmetics, household linens, etc. Calvin Klein currently operates in 21 countries. Furthermore, it also sells its products in department stores such as Nordstrom, Macy's, and Lord & Taylor in the United States. In Asian countries like India, Calvin Klein mainly focuses on perfumes, Calvin Klein underwear and Gray Label clothing range, which is more popular given the income level of the citizens. Calvin Klein also has a large online presence and needs to define its distribution channels accordingly. Their main goal was to make their products always available so that there was less chance of brand conversion among customers. PROMOTION: Please note: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay Many marketing strategies used by Calvin Klein to promote their products among their customers include television advertising, direct marketing, social media marketing, promotional offers, advocacy, and personal selling. With the development of the Internet, social media and technology, Calvin Klein has entered these areas to advertise their products and generate huge sales for their line and thus increase revenue. It has also used famous celebrities such as Scarlett Johnson and Justin Bieber to promote its products.