Final project of brand

7/29/2019 Final project of brand

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Class: BBA 8th

Submitted to: Mam Zoya Khan

Submitted by : ZulkerNain Mukhtar

Nouman Ejaz

Jahangeer Khalid

Rana Qasim

Muhammad Jawad



ACKNOWLEDGEMENT

We thank ALMIGHTY ALLAH, the Most Beneficent and the most Merciful,

for His Kindness and His mighty to give us direction, energy, quest, courage, sanity,

strength, and power to complete this project based on “Brand Management”.

We are also humbly grateful to our honorable teacher Miss Zoya Khan, whogives the opportunity to complete this project and thereby consolidating our

concepts, enriching us with knowledge, developing our skills and strengthening our

confidence.

We are thankful to our Parents who provided the opportunity to study at post

graduate level. They always supported us in building our career.



Levi Strauss & Co. (LS&CO.) is one of the world's largest brand-name apparel marketers with

sales in more than 110 countries. There is no other company with a comparable globalpresence in the jeans and cas ual pan ts mar ke ts. To day , th e Le vi 's tra de ma rk is

one of the most recognized in the world and is registered in more than 160

countries. The company is privately held by descendants of the family of Levi Strauss. Shares of

company stock are not publicly traded. The company employs a staff of approximately 8,850

people worldwide, including approximately 1,000 people at its San Francisco, California

headquarters. Levi Strauss & Co currently makes jeans in approximately 108 size sand 20

finish fabrics. The company is committed to building upon strong heritage and

brand equity as they position able company for future growth.

BRANDS:

The products of Levi Strauss & Co are sold in four brands.

Levi's:

Since their invention in 1873, Levi's jeans have become one of the most successful

and wide ly recognized brands in the history of the apparel industry



Dockers:

Dockers brand, which pioneered the movement toward business casual, this brand launch in

1986 and now available in numerous countries.

Levi Strauss Signature:

In 2003 the launch of the Levi Strauss Signature brand, giving value consumers

high-quality and fashionable clothing from a company on which the consumers trust.

dENiZEN:

dENiZEN was created by Levi Strauss & Co. catering to the new generation. dENiZEN symbolizes

youth, having a forward-thinking mentality, making a difference and celebrating life. The

dENiZEN brand offers great fitting, quality Jeanswear for a new generation of upwardly mobile

youth at affordable prices.



dENiZEN was created by Levi Strauss & Co. catering to the new generation with an international

perspective. Currently, the brand has established its presence in many Asian countries such as

Hong Kong, China, Singapore and Korea. Eventually, dENiZEN will cover Latin America and other

nations.

dENiZEN symbolizes youth, having a forward-thinking mentality, making a difference and

celebrating life. The dENiZEN brand offers great fitting, quality jeanswear for a new generation

of upwardly mobile youth at affordable prices. The Denizen collection’s embodies a modernfocus and well-craftsmanship that has made Levi Strauss & Co. famous around the world,

highlighting great quality jeans that are fit for everybody. dENiZEN will be both Inspiring and

Inclusive as she seeks to offer the new generation what they are looking for – stylish, well-

made, affordable and comfortable clothes from a company they trust. dENiZEN are the

outfitters for a bright future!dENiZEN™ means “inhabitant”: belonging to a community of

family and friends. Denim is in the name, the heart of the brand. dENiZEN inhabit the lives of

the youth generation by inviting them to fit out and start up something collectively, pursue

their passion, take action and celebrate life by making a difference. Since 1873, Levi Strauss &

Co. has been outfitting the world in denim. In 2010, a new global brand, dENiZEN™ from Levi’s®was created. denizen™ is dressing the new generation with well-crafted and great fitting

Jeanswear and other fashion essentials that are accessible to everyone. When they fit out a pair

of dENiZEN™ jeans, they look good, stand tall, and feel confident to embrace life.



History:

The first dENiZEN store opened in August 2010 at the high-end Jiu Guang Sogo Department

Store on West Nanjing Road, a shopping hub in Shanghai. It later expanded to other parts of

China, South Korea, India and Singapore. Finally, starting this year, dENiZEN brand jeanswear

will be sold by retailers in Pakistan, USA and Mexico too. dENiZEN products are distributed

through franchised stores in Asia Pacific. dENiZEN™ was born! For the new generation who

loves dressing up in fashionable and well-crafted jeans. The dENiZEN brand is designed for 18 to

28-year-olds who seek high-quality Jeanswear and other fashion essentials at affordable prices.

The product collection – including a variety of jeans, tops and accessories – complements active

lifestyles and empowers consumers to express their aspirations, individuality and attitudes.

Currently Denizen is working in six countries which are India, China, Pakistan, Mexico,

Singapore and USA.

Mission Statement:

We seek profitable and responsible commercial success creating and selling jeans and casual

clothing. We seek this while offering quality products and service and by being a leader in whatwe do.

Vision Statement:

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

pioneering spirit.



Target market:

Market Segmentation:

Segmentation is the basis for developing targeted and effective marketing plans. Furthermore,

analysis of market segments enables decisions about intensity of marketing activities in

particular segments. A segment-orientated marketing approach generally offers a range of

advantages for both, businesses and customers.

Market segmentation is the selection of groups of people who will be most receptive to a

product. The most frequent methods of segmenting include demographic variables such as age,

sex, race, income, occupation, education, household status, and geographic location;

psychographic variables such as life-style, activities, interests, and opinions; product use

patterns; and product benefits. Much segmentation involves combinations of these methods.

No matter how segments are defined, however, they are characterized by considerable change

over time. The readings in this section exemplify areas of rapid change.



BASIS OF MARKET SEGMENTATION:

dENiZEN segments its market on different basis. The detail of each segment given below in

detail:

Demographic Segmentation:

There’s little excuse for being surprised by demographic developments. The main demographic

force that marketers monitor is population, because people make up markets. Marketers are

keenly interested in the size and growth rate of population in cities, regions, and country; age

distribution and ethnic mix; educational levels; household patterns; regional characteristics and

movements. The company makes clothes for men, women & teens. So everyone is a potential

customer for dENiZEN. dENiZEN makes an effort to appeal to all Customers in one way or

another, which has been a key to their success over the years. Assuming that the world

population is growing dENiZEN can infer that the market for jeans is also growing. Consist of dividing the market into groups bases on variables such as age, gender, family size, income,

occupation, education, religion, race and the nationality. dENiZEN Levis Company’s main

segmentation variables are summarized below:

Age:

Few years ago dENiZEN Levis Company segmented its customers according to their age. Its

provides all type of brands for the people aging between 15 to 28 years. The target audience is

the young people who wear jeans & T-shirts as fashion.

Gender:

Gender segmentation of dENiZEN Levis Company is for male and females. They manufacture

brands for both genders.

Income:

The brand is said to be built around the needs of the new emerging middle class and is all about

giving them jeans at affordable price points and up-to-date fits and finishes. Levi’s is aiming to

price its Denizen brand in the range of $15-$25/

Occupations:

In the occupational segmentation they have segmented their market in different ways.

Students, professionals, business men & women and executives.



Education:

Well educated people. Specially youth in universities, schools & colleges

Geographic Segmentation:

Geographic segmentation calls for dividing the market into different geographical units such as

nation, states, regions, countries, cities, or neighborhoods. The company can operate in one or

a few geographic areas, or operate in all but pay attention to local variations. dENiZEN Levis

Company has segments its market according to these region that is given below:

Countries in this Region:

India, Indonesia, Japan, Singapore, Pakistan, Philippines, Korea, Malaysia, Taiwan, Vietnam.

Psychographic Segmentation:

Basis of Psychographic Segmentation are given below:

Life style

Activities

Interests

Personality

Values

Behavioral Segmentation:

In this segmentation following segments are consider by dENiZEN Levis Company:

Occasions

Brand loyalty

Usage rate

Benefits



Target Market:

Once the firm has identified its market-segment opportunities, it has to decide how many and

which one to target. dENiZEN has opportunities in different segmentation. They target its

market according to their brands and relating segmentation. In evaluating different market

segments, the firm must look at two factors: the segment’s overall attractiveness and the

company’s objective and resources. Mostly dENiZEN Levi’s targets its market among thefollowing classes:

Middle Class:

This class includes people having good education youngster (students) and professionals

(adults). They have a great touch with the world and they prefer those products which has



comparatively less price. They cannot afford to wear costly products. So people from this class

will also targeting as we know that dENiZEN is made especially for this class.

Upper Class:

People who belong to this class they always try to experience those products which providethem prestige and quality products. Due to high income class they do not consider the price

factor. So dENiZEN Levi’s is the brand that has eared popularity throughout the world and it is

symbol of prestige and quality which is demanded by this class. So Levi Strauss Company is

targeting this class and people from all age rang and both genders will be targeting from this

class.

Brand Positioning:

dENiZEN™ has the brand personality filled with vibrancy, energy that resonates with the young

adults. Target market for dENiZEN™ would be youths and young adults, age 15 to 28,middle -

class consumers as inferred by the price of the range of apparels offered by dENiZEN.

In Singapore, dENiZEN™ is competing with Regional and International Brands under the

Apparels Sector in the Retail Industry. There are currently 18 stores in Singapore, mainly

located in Heartland Malls and major Shopping Centers.

We have chosen 2 important attributes – Price & Quality of Apparels (Jeans in particular) to

illustrate the competitive business environment that dENiZEN.

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dENiZEN has its relationship with Levi’s – a jeans specialty, and Denim is in the name, the heart

of the brand dENiZEN. As such, the quality of the jeans produced by dENiZEN has relatively high

quality compared to its competitors in the existing market. The price set by dENiZEN is thus

justifiable and most often, price bundling technique is used as a promotional tool to attract

customers.

Points of Parity & Points of Difference:

Denizen's Point of Parity with its competitors include the common target market of the youths

and the message of ‘Value for money' supported by the presence of an international brand to

market itself. However, being a Jeans specialty and leveraging strongly on youth trends and

social media, Denizen's points of difference may well be the key unique selling point and

competitive edge over its competitors.

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Customer-Based Brand Equity of dENiZEN

Salience:

It's means broad awareness of the brand. The first step in building a brand equity is the brand

awareness that contains two parts; brand recognition (how easily customer identify a brand

after exposing some cue or a physical product) and brand recall (how easily customer recall the

brand without showing a cue while making purchase decision or thinking the product category).As dENiZEN is establish in 2010 so it is new in market due to which it has low awareness and

low recall and recognition.

Brand performance:

It is describes how well the product or service meets customers' more functional needs. Brand

performance directly related with the features of the product that differentiate it from others.

dENiZEN has jeans specialty in Asia cut and fitting. It provides friendly customer services. It has

bright stores and its products are easily available in market

Brand Imagery:

It is the second part of brand meaning and also called the emotions part of brand meaning

(Brand performance is the logic part). It mainly depends on the intrinsic properties of the

product or service, including the way how well the brand attempts to meet the customers'

psychological or social needs. dENiZEN provides products which is made for young, fresh,

http://thinking-brands.blogspot.com/




vibrant and trendy people. It already create a very strong image in the minds of youngster

mostly ages from 15 to 28 years.

Brand judgments:

Brand judgments are customers' personal opinions about and evaluations of the brand, whichcustomers form by putting together all the different brand performance and imagery

associations. dENiZEN make a very strong image in the mind of the customers that it provides a

products which are of good quality at affordable price.

Brand Feelings:

These are customers' emotional responses and reactions to the brand. The emotions evoked by

a brand can become so strongly associated that they are accessible during product

consumption or use. When customers use dENiZEN products they feel cool, excited, amiable,

easy and comfortable.

Brand Resonance:

The final step of the model focuses on the ultimate relationship and level of the identification

that the customer has with the brand. As dENiZEN is new in the market so in start it has very

low customer loyalty but the people who use Levi’s Strauss products they always prefer to use

dENiZEN products.





SWOT Analysis:

Strengths:

Pioneer in Jeans

dENiZEN products are unique and innovative in the style.

A lot of variety is offered by dENiZEN ranging from jeans and shirts for both

male and female.

Diversity

The products are renowned and are considered as the most durable i.e. the long

lasting products.

dENiZEN follows a high standard of quality.

Expertise in jeans industry

Finance and access to international markets

Its highly expertise and intelligent management

Distribution channels and Global sourcing

Weaknesses:

As no discounts are present and products are sold at fixed prices many

customers are lost.

dENiZEN does not provide any services like free delivery etc

Lack of control on distribution decisions.

Opportunities:

dENiZEN can do more well in the women section. This section is give less

importance as compared to the men section.

The kid’s section should also be given proper attention to gain customers.



Sales promotion can be increased by increasing the advertisements expenses

so as to enjoy a large number of customers.

Low manufacturing and production cost in various international markets like

Pakistan

Threats:

Saturation of jeans market.

Local competitors in expanded markets

The threats that dENiZEN faces are the competitors. Although it has many

competitors in Pakistan like outfitter, focus, stoneage etc

Fast change in the consumer taste.

Economic downfall in many countries like Pakistan.



RREECCOOMMMMEENNDDAATTIIOONNSS::

From the survey results and the data we collected from various peoples, sites we recommend

dENiZEN to work on following areas

First of all the dENiZEN products are considered as the most durable product.

Therefore that area is secured. But they have to focus more on their products

comfortably and expensiveness

If dENiZEN maintain its prices to some extent the sales volume could be increased to a

very large extent. As we saw in the survey that people who are somewhat dissatisfied

or who are completely dissatisfied gave the reason of high prices.

The brand name of dENiZEN is now well recognized. We saw in the survey results that

most people just to maintain their high status buy dENiZEN products.

dENiZEN pays its maximum attention to the men’s wear. Although the women section is

also present but the kid’s sections are still not launched they have to focus on kid’s

section in order to fulfill customer’s requirements.

A lot of importance should be given as far as the advertisement is concerned. They

should stress on promoting their products especially through TV media



Conclusion

Majority of customers falls under the age group of 15 – 28 years as targeted by dENiZEN.

dENiZEN is a leader its price segment and has a high brand value due to Levi’s. dENiZEN is

successful in maintaining healthy relations with its customers. Also it is able to attract its

targeted customer age group i.e. youth.

Documents

Final project of brand