LEVI’S

OBJECTIVES

To conduct an in-depth study of the brand Levi’s.

To study marketing mix of the brand.

To study the consumer and competitor analysis.

VISION“We are the embodiment of the energy and events of our times, inspiring people with a

pioneering spirit”

MISSION To sustain responsible commercial

success as a global marketing company of branded apparel. We will conduct

our business ethically and demonstrate leadership in satisfying our

responsibilities to our communities and to society.  Our work environment will

be safe and productive and characterized by fair treatment,

teamwork, open communications, personal accountability and opportunities for growth and

development.

OBJECTIVE RESEARCH DESIGN

DATA COLLECTION METHOD

SAMPLE SIZE

SAMPLE UNIT

SAMPLE METHOD

To conduct an in-depth study of the brand Levi’s

•Exploratory•Descriptive

Websites, In-depth interviews, Observation, Expert advice andQuestionnaire

100 18-30yrs Snowball

To study the marketing mix of the brand

Exploratory Websites, In-depth interviews, Observation, Expert advice

- - -

To study the consumer and competitor analysis

•Exploratory •Descriptive

Websites, In-depth interviews, Observation, Expert advice andQuestionnaire

100 18-30yrs Snowball

RESEARCH METHODOLOGY

INTRODUCTION

•Levi Strauss immigrated to San Francisco to establish a wholesale dry goods business.

•He renamed his company “Levi Strauss & Co.” - 1863.

•The brand “levi’s” was introduced - 1873.

•Levi Strauss & Co. made the first blue jean.

•Privately held American clothing company known worldwide.

FOUNDING YEAR:1873

HEADQUARTERS: SAN FRANCISCO

FOUNDER: LEVI STRAUSS

CEO: CHIP BERGH

HISTORY

The wife of a local labourer asked Jacob, a Reno Nevada

tailor to make a pair of pants for

her husband that wouldn’t

fall apart.

Came up with the idea to put metal rivets at

points of strain, like pocket

corners and the base of the button fly.

He quickly decided to take out a patent

on the process

He immediately thought of Levi

Strauss, from whom he had purchased

the cloth to make his riveted pants.

Saw the potential for this new product, and agreed to Jacob’s proposal. The two men received patent from the U.S. patent &

trademark office.

Subbrands UNDER LEVI STRAUSS & CO.

1853 1873 1886 1902 1905

1928193419361960

The company was founded

The blue Jean is born.

The two horse logo is first branded onto the leather

patch of the 501 Jeans.

Levi Strauss dies: Newspapers describe him

As a “Merchant & a Philanthropist.

Introduces khaki pants and coats

1918

Levi Strauss & Co. Produces its first garment for

women

Registers Levi’sname as the trademark

Lady Levi’s Jean are introduced, the first

jean for women.

The iconic red tab

is introduced

•The company replacesthe word “overalls” with“jeans” in advertising &on labels.

•It opens its first integrated factory in theAmerican south- located in Blackstone, Virginia.

TIMELINE

1964 1965 1980 1983 1986

19911994201020122013

It patents the sta-prestprocess for creating permanent creases in

fine trousers and shirts.

The company’s internationalDivision is created.

It makes clothing for the athletes at the olympic Games in

1980 &1984.

• The first original Levi’sStores open in Europe

(in Spain)

• One of the first companiesTo develop comprehensive

HIV and AIDS education and Health services for employees

and their families.

The Dockers brand launches

Levis Strauss & co.-The first multinational

Apparel company to create

Healthy working conditions

Fortune magazine names the company the most admired apparel

company.

• It joins the better cotton initiative.

• It launches its water less collection.

It reaches it goal of reducing Greenhouse gas

Emissions by 11%.

The levi’s brand introduces its

wasteless collection.

CEO

RETAILMARKETINGHUMAN

RESOURCEBUYING AND

MERCHANDISINGDESIGN

DESIGN HEADS

JUNIOR DESIGNERS

CAD SPECIALIST

MERCHANTS

SOURCING

HR DEPARTMENT

RECRUITMENT

EVENT ORGANISER

OPERATIONAL MANAGER

BRAND MANAGER

OPERATIONAL MANAGER

CHANNEL HEADS

PLANNING

ORGANISATIONAL STRUCTURE

PRODUCT PRICE

PRODUCT LINE

MEN WOMENSHIRTS

JACKETS

INNERWEARS

JEANS

T-SHIRTS

VEST

T-SHIRTS

JACKETS

JEANS

LEVI’S DENIM FIT

• Sits below waist • Skinny • Skinny fit, 13.5” leg opening

Buy for Rs 3099

LEVI’S DENIM FIT

• Sits below waist • Skinny straight

Buy for Rs 4999

LEVI’S DENIM FIT

• Sits below waist • Slim fit at seat & thigh• Slightly tapered leg, 14.5” leg opening

Buy for Rs 3099

LEVI’S DENIM FIT

• Regular taper• Hangs on hip• Tapered leg

Buy for Rs 2799

LEVI’S DENIM FIT

• Button fly, original fit• Sits at waist• Straight leg

Buy for Rs 3999

LEVI’S DENIM FIT

• Regular straight• Sits below waist• Straight leg

Buy for Rs 3399

LEVI’S DENIM FIT

• Sits below waist • Slim Fit• Straight leg, 16.5” leg opening

Buy for Rs 3399

Snap-flap pocket with button closure & Levi’s tab

Standard FitFabric: 100% Cotton SlubBuy for Rs 1999/-

Spread collar

WORK SHIRT

SHIRTS

Roll up sleeve

BARSTOW WESTERN SHIRT

Spread collar

Slim fitWestern yokesFabric: 100% cottonBuy for Rs 2899/-

Faux pearl snapsPointed western snap-flap pockets with Levi's® tab

Roll-up sleeve

Breast pocket

Slim FitFabric: 100% Cotton Buy for Rs 2499/-

Button-down collar

CLASSIC SHIRT

Roll up sleeve

SAWTOOTH WESTERN SHIRT

Spread collar

Slim fitFabric: 100% cottonBuy for Rs 1899/-

Double-pointed snap-flap Western pockets with Levi's® tab

Band cuff

• Sits below hips• Slim through the hip and thigh• Boot cut leg-18 1/2” opening•Fabric: 98% Cotton, 2% Elastane • Buy for Rs 2499/-

BOOT-CUT JEANS SKINNY JEANS

•Rests on hips•Fabric: 65% Cotton, 24% Viscose, 9% Polyester, 2% Elastane•Buy for Rs 2199

WESTERN SHIRT

•Standard fit•Long sleeve•Button detail at shoulder•Mock neckline•Fabric:100% Cotton•Buy for Rs 1899

•Slim fit•Snap closure•Chest pockets•Fabric:100% Cotton•Buy for Rs 2099

STRIPED MOCK NECK TOP

ACCESSORIES

PLACE

TOTAL NO. OF STORES IN INDIA = 410NORTH INDIA= 152DELHI/NCR=55

PROMOTION

ADVERTISEMENTS

Source: www.myntra.com

ONLINE PROMOTION

SWOT

Enjoys high brand equity, recognized worldwideProducts are unique and have innovative styles.Expertise in jeans industry Follow high standard of qualityDistributes its products in a wide variety of retail formats

Products are considered expensiveNo discounts, products are sold at fixed prices, therefore lose customersIncreasing competition meaning limited growthSlow to react within the marketCapture women segments equally Increasing acceptability of western wear worldwideLow manufacturing and production in various international markets Fast changing consumers tastes Increasing competition and product substitutionSlower market growth worldwideEntry of new competitors in the market SOURCE: Self analysis

Area 4500Rent 32 lakh/month

Employees 16

Revenue 41 lakhs

SOUTH EXTENSION PART 1NEW DELHI

Area 2000Rent 6 lakhs

Employees 9

Revenue 25 lakhs

DLF MALL,SAKETNEW DELHI

Area 4500Rent 32 lakh/month

Employees 16

Revenue 41 lakhs

PACIFIC MALL,SUBASH NAGARNEW DELHI

COMMUTER LOOK

Let’s go for an adventure look!

CONSUMER

PROFILE

COMPETITOR ANALYSIS

BRANDS

ORIGIN 1995 1992 1995

PARENT COMPANY

Levi’s Strauss & Co.

Benetton group VF Corporation

Number of stores 410 425 55

USP Oldest Jeans Fashionable Sweaters

Comfort and Stylist Clothing

Target age group 18-40 yrs 2-40 yrs 18-40 yrs

Promotion Push and Pull strategy

Advertisements,Campaigns

Advertisements,Campaigns

Rate the brand Levi’s on the following parameters?

1

4

3

2

5

Quality Brand ImageVM Fit

CONSUMER ANALYSIS

What do u look for when you buy apparel from Levis?

•Brand •Quality•Price•Designs

27%53%7%22%

P

P1

QQ1

Q

TR

Inelastic

With increase in price Total revenue increases