“Baggy Britches”

1. “Baggy Britches”

2. Head of the Marketing team at Levi Jeans Inc. • Working on new product line called “Baggy Britches” • Unisex • Target age 18-45 • Preliminary surveying showed 84% of respondents favored the design Background

3. You have been tasked with creating a full scale, survey: • Local, National, and International • 6,000-13,000 participants • Target Population: • Men and Women • Ages 20-38 Physical

4. Demographic Information • Age • Gender • Location • Occupation • Income • Shopping Preferences • How much do you pay for a pair of jeans? • Where do you buy the majority of your clothes from? • Sizing • Do you prefer jeans that fit snugly around the (body part)? Developing the Questions

5. Facebook • Charged by the click • Around $4000 for 10,000 clicks • 5% off next Levi’s Purchase • Receipt Codes • Survey information will also be printed on the bottom of Levi's receipts • 10% off coupons in exchange visiting a website and taking the survey. Distributing the Survey

6. Argument: • The survey will not reach the target audience • Response: • Questions include demographic data • Facebook advertising allows you to choose many different ways to target specific groups of people. Argument

7. A specific question on the survey is receiving negative feedback • “Jeans that are roomy around the thighs are kind of jeans I like to wear.” • Participants feel the question suggests that they wear or prefer plus size clothing. • Participants suggest rewording the question • 14 participants demand personally written apology Emotional

8. Reword the Question • Remove the word roomy • "I like jeans that fit loosely around the thighs.” • Apologize to the participants • Apologize for the misunderstanding • Reiterate to the participant that the question was not intended to suggest a preference to plus size clothing • Include a 10% off coupon • Hand-sign letters to the 14 participants Solution

9. Argument: • The reworded question will still result in more complaints • Response: • While the company strives to be sensitive to our customers' thought and beliefs, it is inevitable that there will be complaints. Argument

10. Disgruntled Employee • Did not feel fully included in all of the stages of the process • Felt others ideas were favored over their own • Cite individuals as “bossy” or “lazy” • Survey Interviews • New project • Interview select individuals from the from the survey you conducted over the “baggy britches” jeans • Disgruntled employee will also be involved Circumstantial

11. Put the employee in charge of the interviews • Chance for the employee to prove his skills • Employee will feel more included in the process • Supervise the process • Keep a close eye on the project's performance • Step in if the project begins to fail Solution

12. Argument • The project will fail due to the employee's incompetence • Response • You will continue to keep a close eye on this employee and the project • Will step in and take control if the project is not going well Argument

13. Survey accomplished every goal. • Provided reliable data regarding customer views on "baggy britches" jeans. • Reworded the offensive question • Received no further complaints regarding the question. • Employee took full charge of the survey interviews. • Process went very smoothly • Employee was able to prove himself as a valuable employee to the company. • Have put him in charge of another project as a result. Result