Presented by :- SATYAM SAHUKARSHUBHAM SHARMA

NEERAJ JOSHI

content1. Introduction

2. History

3. Vision and mission

4. Marketing mix

5. Product

6. Price

7. Place

8. Promotion

9. Positioning

10. Depth

11. Width

12. Brands

13. Channel distribution

14. SWOT analysis

15. Market shares

16. Marketing strategies

Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in jeans-wear.  The company designs and markets

jeans, casual wear and related accessories for men, women and children. Levi’s products are sold in more than 110 countries worldwide through a

combination of chain retailers, department stores, online sites, and a global footprint of approximately 2,800 retail stores and shop-in-shops. Levi Strauss & Co.'s reported fiscal 2012 net revenues were $4.6

billion.  The Levi’s® brand epitomizes classic American

style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the most recognizable and imitated

clothing in the world — capturing the imagination and loyalty of people for generations.

INTRODUCTION

1853

1873

1950s

1984

1940s

19201890

1930s

1934

1965

1980s

1991

1999

2011

Founded by the Strauss family

Made the first blue jeans: the first riveted men’s work pants out of denim

Created the Levi 501s Jeans

Introduced to the  Eastern US during the dude ranch craze

During World War II – Blue jeans were declared an essential commodity and were sold only to people engaged in defense work

From 1950 – 1980s Levi's jeans became popular of youth subcultures

Made clothing for the athletes at Olympic Games

Time magazine names the 501® jean thae Fashion Item of the Century

Sales confined to the working people of the Western U.S. Made the first

jeans for women, Lady Levi's®

Expanded to Europe and Asia

Levi’s branched out into a range of different garments

Terms of Engagement: help promote fair labor standards and workers' rights

Created commuter line: Born To Bike

VISIONEnhance Levi’s relationship with key target audiences and develop an optimized brand

and communications platform specially targeted to the Urban demographic.

MISSION

Building on our legacy and driven by our value, we want to empower young Urban

adults to seize opportunities that matter in their lives, and follow their own American

dream.

Product Width

depth

The Brands

Levi’s Levi’s Strauss Signature Dockers Levi’s Mobile Original Silver tab Levi’s 501 Original collection. Red Tab Engineered jeans etc..

Levi’s Strauss Signature

In 2003, Levi’s launched Levi’s Strauss Signature targeting the price sensitive customers who purchased their apparels from Wal Mart and other big discount stores. LS Signature became a rage amongst youngsters with their innovative and affordable designs and offerings.

CURRENT TARGET MARKETS

Age: 15-30 Male & Female Fashion conscious Students & young professionals Middle Income VALUES: Self expression Authenticity Peer acceptance Trendsetter Effortless cool

• Age: 30-50• Male & Female• Professionals & Blue collar• Have been wearing Levi’s

since their youth

VALUES:• Sense of loyalty• American sprit• Familiarity• Self expression

CURRENT TARGET MARKETS

BRANDIDENTITY

A style for every story.

Have you ever had a bad time in Levi's?

Quality never goes out of style.

Levis. Original jeans. Original people.

TAGLINES

BRAND CONCEPT

Levi’s gives everyone the opportunity to craft experiences and opportunities by building confidence through durable clothing.

Price range of levis products

STOWBrand Name.

One of oldest brand of clothes.Perfect blend of design, comfort. Status symbol of upper class.Targets the youth group

External competition competivenessPrice of levis products is too high.Rate of growth is slow.

Growing casual wear market.Low manufacturing and production costs in various international marketsIncreasing acceptability of western wear across the world.

Fast changing consumer tastesLack of protection of property rights in some countries .Increasing Competition and Product SubstitutionA cut throat competition exist between Levis, Lee, Allen Solly and Wrangler

Competitive Advantage

Consumers' Expectation

Conclusion

Affordable Affordable Affordable

Low to Medium Premium collection Wide Price Range

Wide Price range Free Alteration Frequent Discount

Retail Return Free Free shipping High cost/performanceFree Shipping on $100+ order Free Return Shipping Fee

Online Student Discount 20% Student Discount

Frequent Discount Frequent Discount

High cost/performance High cost/performance

PRICING STRATEGY

BCG MATRIX

The company Levi Strauss comes under the category of Star as compared to the other competitors present in the market such as Allen Solly, wrangler , Lee , Arrow Etc. The position of Star is given to Levi Strauss by considering the factors such Market Growth and Relative Market Share.

Positioning approach

“your levi’s, your style” Comfort, fit and style “we invented blue jeans” Innovative and trendy Classic yet modern Best quality dynamic

Competitor analysis

A cut throat competition is going on in the Indian market between some of the major players of garments they are Levi Straus, Lee, Wrangler, Allen Solly, Raymond apparel. Amongst them Levi Strauss is the Market Leader in the current scenario.

Market share analysis report according to 2012-13

45%

25%

22%

18%

Market Share

Levi's StraussAllen SollyWranglerLee

BRAND CONCEPTCrafting experiences through confidence

BRAND PROMISE

Provide opportunities through durable clothing.

BRAND PERSONALITY

Real, Adventurous, Motivated, Confident

External Retailers Corporate Social

Responsibility

Social Media

Our Communications: What We Say and How We Say it to Our Target

Internal

Thank You