History 1829 : Levi Strauss is born in Buttenheim, Germany.

1853 : Levi Strauss arrives in San Francisco and opens a wholesale dry goods business, selling clothing, blankets, handkerchiefs, etc. to small general stores throughout the American West.

1873 : Levi Strauss & Jacob Davis are granted a patent on the process of riveting pants on May20 1873.

Denim Pants Non-Denim Pant

Shirts Jackets Others(Foot Wear,Eye Gears,Caps,Belts,Leather Wallets, ,Sweaters)

Levi’s Dockers Dockers Denizen

Levi’s 501 Levi’s Strauss Signature

Levi’s Strauss Signature

Levi’s Engineered Jeans

Product PortfolioBr

and

Portf

olio

PRODUCT

Quality

VarietyDesign

Package

5’ vers of Levi’s.

Button Fly

Arcuate

Red Tab

Coin Pocket

Leather Patch

4 F’s of a denim.FINISH

FABRIC

PLACE

Market locations

RetailLocations

In store location

Shelf location

Market /Retail locations

Levis focus on these points. Size of the trade area.

Occupancy cost of the location.

Pedestrian and vehicle customer traffic location.

Convenience of location for customers.

Retail Locations

Levis opened around 500 outlets at prime locations in India.

Red loop

Upper class ?

Middle class Lower class

Denizen501

Red Tab

PRICE

Retail

DiscountsOffers

Credit terms

PRICING STRATEGY As Levi’s has different Products ranges for different segments the pricing strategy of LEVI’S can be Called as both penetrative as well as market growth pricing. Red tab lower middle class.

Red loop Upper Class.

PRICING STRATEGY

Product’s price is influenced by the following factors:-

Cost of the product.

Affordable for the target market.

Demand of the product.

Uniqueness and innovative features of the products.

Pricing Strategy Cont…..

In order to maintain revenues, the company releases the Levi’s Signature Jeans. To differentiate Levi’s Strauss Signature ,the company developed new labeling and styles.

EMI Facilities

Promotion

Advertisements.

Personal Sellings.

Sales Promotio

n.

Sponsorships.

PROMOTION

The advertisement is given by the LEVIS Strauss on the demand of the product and enhancement of its features.

Levi’s uses institutional advertising to promote company’s image by saying Many Copy the Red Tab No One can copy the Original.

PROMOTION cont…

Television advertisements are more innovative and target younger crowds.

Levi's launched "Friend's Store", using a new Facebook tool.

17,140,703 fans on Facebook in India alone.

BRAND AMBASDORS

Levis has signed big stars like sushmita sen, kangana ranaut, pryinka chopra, and recently akshay kumar for there 501 promotion.

Sales Promotion

Curve Id’s

What’s next???

Levi’s® Waste<Less™

Food Tray

Soda bottle

Beer bottle

Our Suggestion’s

Customized jeans Tie up with apple Targeting rural areas through Brand ‘Denizen’

Sources Google.com Levi’s.com

Levis executive

Special thanks:-

Sanjay Malji ( ASM) Manish Gangar (ASE)

Dipesh Solanki (Regional mktg head)