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Levis:

Type : Private

Industry : Clothing

Founded : 1853Founder(s) : Levi Strauss

Headquarters : San Francisco, California, U.S.

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Calvin Klein:

Type : Subsidiary

Industry : Clothing

Founded : 1968Founder(s) : Calvin Klein

Headquarters : New York City, U.S.

Parent : Phillips-Van Heusen

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Customers profile:

Levis

Buyers: young, enthusiastic,impulsive people who seekvariety and excitement.

Customers are attracted moredue to discount schemesoffered

Socials status consists ofmiddle class as well as uppermiddle class

Price range-1500 and above

Dominated the youth culturein the market

CK

CK products dont compromiseon quality, and are always full-price.

CK target the readers ,whichconsist highly independentprofessionals buyers. Whoseincome level is not disposal

CK consists is for its socials

status - i.e. upper class,upper middle class, lowerupper class .

Price range-2000 and above

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Marketing Strategy:

Levis:

Mission:

The primary goal we peruse with our ECO-CENTRIC CLOTHING is to provide an earth

friendly product made from renewable materials

to a large mainstream market.

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Marketing Objectives:

To improve market potential and superior

product and service

To maintaian and protect the global brand

Increase the market share in products by

annual average of 2.8% in the next 5 years Also, to maintain the global market share of

denim product in the same

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CK:

Mission:

The Calvin Klein Companys Becomes one of thefirst choice of products get the belief from

consumers consumes widely. It creates products

for many kinds of people, class ,sex and

characteristic.

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With the need and preference of a specific

target market, they made marketing strategy

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Distribution Strategy:

The product line will

only be available

through our more

prestige retail chainstheproduct line will be

available via internet,

bringing flexibility and

convenience tocustomers

CK use Licensing to

distribute products in

the word.

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SWOT Analysis:

Levis

Strength:

History

Brand Name

Management

R&D

Global Distribution Channel

Ck

Strength:

Wide Variety

Ads

Loyal customers

Good Strength

Strategic Locations

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weakness

High cost

Lack of control over quality

Lack of control over

distribution decision(stop

online selling)

weakness

Plain Interior design

Price Range

Conservative Design

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Opportunity

Arising new markets

Technological development

Increase in Population

Threat:

Saturation of jeans market

Economic crises

Increase Competition

Opportunity

Arising new markets

Technological development

Increase in Population

Threat:

Other brands retail shops

Alternative Products

Economic crises

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Indian Context:

Branded 42 % Unbranded- 58 %

India still a huge market of unbranded products

Difficult for brands to enter entry level segments

in India Difficult to raise price

Branded sill an urban phenomena

Looks score above brand names in middle andlower segment

Unknown product in lower segment area

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Thank You