ACKNOWLEDGEMENTS

Primarily thanking ALLAH Almighty for giving us such a bright opportunity to learn and polish our extravagant abilities.

TABLE OF CONTENTS
 Acknowledgments  Executive Summary  Introduction  History  Market segmentation, targeting and positioning  Marketing mix • -Product • -Price • -Place • -Promotion SWOT analysis Conclusions Recommendations

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EXECUTIVE SUMMARY:

INTRODUCTION:
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 global presence in the jeans and casual pants markets. Today, the Levi's® trademark 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 sizes and 20 finish fabrics. With 2007 net sales of $4.1 billion, the company is committed to building upon strong heritage and brand equity as they position the company for future growth.

Dockers® : Dockers® brand. is a worldwide corporation organized into three geographic divisions: . DIVISIONS: Levi Strauss & Co.S.BRANDS: The products of Levi Strauss & Co are sold under three brands: Levi's®: Since their invention in 1873. giving value consumers highquality and fashionable clothing from a company on which the consumers trust. Levi's® jeans have become one of the most successful and widely recognized brands in the history of the apparel industry. Levi Strauss Signature™: In 2003 the launch of the Levi Strauss Signature™ brand. and is now available in numerous countries. khaki category since the brand's 1986 launch. has led the U. which pioneered the movement toward business casual.

India. The Division sources. Korea. licensees and distributors throughout Asia Pacific. Middle East. and Levi Strauss Signature™ products through 14 affiliates. Pakistan. The division is comprised of both wholly owned-and-operated businesses. licensees and distributors throughout Asia and the Pacific including Pakistan. Botswana. Sri Lanka. Jordan. Namibia and South Africa. COUNTRIES: Levi's® brand of products are sold in 49 countries. the Philippines. Saudi Arabia and United Arab Emirates Angola.500 talented people working together to ensure that the apparel brands are leaders in this part of the world. Bahrain.Levi Strauss.'s Asia Pacific Division is comprised of subsidiary businesses. Guam. Dockers® brand in 31 countries and our Levi Strauss Signature™ brand in 4 countries: Asia Pacific: Middle East: Africa: Australia. Bangladesh. Qatar. Latin America: . Oman. China. New Zealand. Malaysia. North America (LSNA) Based in the San Francisco headquarters Levi Strauss Europe (LSE) Based in Brussels Asia Pacific Division (APD) Based in Singapore Levi Strauss & Co. Mozambique. Kuwait. Indonesia. The company employs approximately 2. Israel. Africa and Latin America. Dockers®. Singapore. manufactures and markets Levi's®. Hong Kong. Japan. Brunei. Taiwan and Thailand.

Chile. has four major core values. Panama. Costa Ecuador. Rica. Bolivia. Guatemala. Uruguay and Venezuela VALUES: Levi Strauss & Co. Brazil. El Argentina. Peru. Nicaragua. Paraguay. Colombia. Salvador. These are • -Empathy . Honduras.Belize.

integrity and courage -. . success as a global marketing company of branded apparel. personal accountability and opportunities for growth and development. We will conduct our business ethically and demonstrate leader ship in satisfying our responsibilities to our communities and to society. teamwork. originality. We must balance goals of superior profitability and return on investment. “Our corporate values -.are the foundation of our company and define who we are.” behave. open communications. Our work environment will be safe and productive and characterized by fair treatment. says. is to sustain responsible commercial. and superior products and services. leadership market positions.” MISSION STATEMENT The mission of Levis Strauss & Co.empathy. They underlie how we compete in the marketplace and how we behave.• • • -Originality -Integrity -Courage Levi Strauss & Co.

They want their people to feel respected. . grow and advanced based on merit. they are talking foundation they of their gaps that may practices and to reflect describe the future of Levi about a building on the have inherited: affirming best Company’s tradition. treated fairly. not politics or background. and to have fun in our endeavors. learn. Above all. listened to and involved. balanced personal and professional lives.ASPIRATION STATEMENT : They want a company that make them proud of and committed to. they want satisfaction from accomplishments and friendships. VISION STATEMENT: When LS & Co. closing exist between principles and updating some of their values contemporary circumstances. where all employees have an opportunity to contribute.

the Great Depression stroke & demand for Levi’s jeans. shirts and jackets declined.In 1996. Levi joined their dry goods business. In 1847. In 1994.HISTORY Today. known the world over. introduced Levi’s ® engineered jeans TM. In 2000. LS&CO. classic 5 pocket pants were reinvented. It launched its first website in 1995. In 1853. In 2003. the reinvention of jeans for the new generation. In 1902. Levi Strauss started it 150 years ago & forever earned a place in history. 2 for America’s best companies for minorities. . . One-piece garment for women was introduced to work and play. Dockers brand was introduced in Europe. bedding & linen to small stores in California. It named No. a new style for men wearing. Levi died and his two nephews inherited the business. Levi Strauss. his two sisters & mother sailed for America where they joined half-brothers Jonas & Louis in New York. it introduced its Slates ® brand. the first original Levi’s store was opened in United States. it celebrated its 150th anniversary of its founding and 130th anniversary of invention of blue jeans. received “Blue Ribbon” highest award for waist overalls in Panama. In 1991. the Levi’s® brand is an authentic American icon. In 1999. In 1910’s. LS&CO. Levi sailed to San Francisco to join dry goods business and started selling clothing. In 1930’s.

Products. but companies are licensing their brand names to all kinds of products in the hope of increasing brand awareness. Positioning. and Market Segmentation Advertising professionals realize that the heart of any campaign is the product and the position it holds in people's minds. One of the most controversial areas of product concepts is the brand extension. established brand. but these fears proved groundless. Products and their brand names are newsmakers themselves. Today brand extensions occur not only within the company. SCANNING THE MARKETING ENVIRONMENT . Understanding the complexities of a brand identity and its position is no easy task. Early theorizing suggested that brand extensions would sap market clout from the established product. A new product gets to share the name of an older.

race. The major responsibility for identifying significant changes in the macro environment falls to a company’s marketers. and product benefits. income. economic.Like other successful companies. sex. education. product use patterns. occupation. the marketing managers of Levis are the trend trackers and opportunity seekers. BASIS OF MARKET SEGMENTATION  Demographic Segmentation . they are characterized by considerable change over time. the marketers of Levi’s are monitoring the following six major “Environmental Forces”:  Demographic Environment Economic Environment Natural Environment Technological Environment Political-Legal Environment Social-Cultural Environment      Market Segmentation Market segmentation is the selection of groups of people who will be most receptive to a product. Much segmentation involves combinations of these methods. and opinions. and geographic location. political and technological changes that have long-lasting influence). activities. The most frequent methods of segmenting include demographic variables such as age. Many opportunities are found by identifying trends (directions or sequences of events that have some momentum and durability) and mega trends (major social. however. More than any other group in the company. psychographic variables such as life-style. The readings in this section exemplify areas of rapid change. household status. interests. Levi’s also has realized that the marketing environment presents a neverending series of opportunities and threats. No matter how segments are defined. Within the rapidly changing global picture.

etc. Mostly Levi’s targets its market among the following classes: • • Upper Class Upper Middle Class Target Market Strategy: Target market strategy adopted by Levis is basically on having long-term relations with their customers and to provide them with better product. Signboards. Newspapers. e. Television commercials. Internet.  Company is promoting its products effectively within segments by print media as well as electronic media.g. Geographic Segmentation  Psychographic Segmentation  Behavioral Segmentation Target Market: 501® JEANS targets its market by evaluating the wants of customers.  Conditions for effective segmentation: 501® JEANS is fulfilling the conditions for effective segmentation. . Benefits of Segmentation: Levis has got customer oriented approach by segmentation. Company is providing their customers with stylish better quality and different product keeping in view its cost.

In Pakistan they have to face several Cultural Barriers. To gather primary data. Segments of company are measurable.  Segments are strong enough to make profit. .    Lack of awareness in middle class. their company conducts a research to know • • What’s in trend? What are the needs of customers? Sources of Data: Levi’s gathers data from both primary and secondary sources. they organize radio shows and music concerts by sponsoring. Marketing Research: According to Levi’s marketing logistic manager. Secondary data is already available in the company. Levi’s faces some limitations. Company has to pay extra cost for multi-advertisement. Limitation of Segmentation: Because of segmentation.

place and promotion.MARKETING MIX: The marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives in the target market. Marketing-mix decisions must be made for influencing the trade channels as well as the final consumers. McCarthy classified these tools into four broad groups that he called the four Ps of marketing: product. price. Marketing mix . Note that the four Ps represent the sellers view of the marketing tools available for influencing buyers.

color. good or promotion. . term. quality and brand plus the seller’s services and reputation. service. LS & CO.” BRANDS Brand is a name.Product Product variety Quality Design Features Brand name Packaging Sizes Services Warranties Returns Place Channels Coverage Assortments Locations Inventory Transport Promotion Sales promotion Advertising Sales force Public relations Direct marketing Target market Prices List price Discounts Allowances Payment period Credit terms PRODUCT: “Product means set of tangible and intangible attributes which may include packaging. A product may be a place. price. earns remarkable revenues throughout the year coz its products are considered to be the world’s largest quality products. symbol or design that adds value to the products. sign.

Levi’s. They are the most successful. Dockers® Khakisquickly became the No. 1 khaki pant brand in the United States . is basically divided into 3 sub brands i. DOCKERS® Launched in 1986 in the United States. Today. Levi's® jeans are the original. a feminine interpretation of Dockers® brand apparel. outerwear and accessories — for a broad of consumers line range body the range LEVIS STRAUSS SIGNATURE® . LEVI’S® Invented in 1873.LS & CO. dress and casual pants and a full of accessories — designed to fit a variety of different types and sizes. widely recognized and often imitated clothing products in the history of apparel. All the three brands are providing different quality products. footwear. imagination and loyalty of generations of diverse individuals. Dockers and Levis Strauss Signature. the Levi’s brand continues to define jeans wear with widest range of products available from quintessential classics. Dockers® brand products and marketing played a major role in the creation of a new apparel category for men's pants and the shift to casual clothing in the workplace. such as the famous Levi's®501® Original jean to favorite fits and styles in our Red Tab™ and Levi's® Premium collections. As the inventor of the category. the Dockers® brand has expanded to more than 50 countries in every region of world with a complete assortment of stylish and innovative products — including a full line of tops.e. the brand launched Dockers® for Women. Levi's® jeans have captured the attention. In 1988. The offers fashionable tops. authentic jeans.

durable. Following are some of the basic attributes of LS&CO. independence & comfort. skirts and jackets for men.’S products Variety Features Design Color Size      VARIETY Levi’s products today are perceived by many as a symbol of youth. comfortable and economical. shirts.The Levi Strauss Signature™ brand was launched in 2003 exclusively for consumers who shop in the mass channel. A product should be unique. freedom. PRODUCT ATTRIBUTES Products are usually considered to be the No. . women and children all designed with the high quality.1 factor contributing towards building goodwill of a firm. individualism. The Levi Strauss Signature™ brand includes a collection of denim and non-denim pants. LS & CO. reliable. The brand gives value-conscious consumers access to high-quality. provides a wide variety of products including :  JEANS Levi’s jeans have been present at nearly every pivotal moment in history and culture for the past 150 years. affordable and fashionable jeans wear from a company and name they trust. confidence.

SHIRTS COTTON PANTS .

ACCESSORIES BELTS .

SUNGLASSES WALLETS .

LADY’S BAGS JACKETS .

SHOES Business Casual shoes and Casual shoes are offered by Dockers both for men and for women FEATURES: .

war. relative peace and pure fun.Features are competitive tools that differentiate the company’s products from its competitor’s products. Comfort Levi’s jeans and other products are comfortable enough to be worn even at the times of protest. Levi’s jeans are available in different styles for men and women. To clothe oneself means to put on something that symbolizes who you are. symbolize the strength and durability of the ‘Patent riveted clothing’. Style Clothing means more than just fabric. Following are some of the main and distinctive features of Levi’s products. cultural revolution. . thread and rivets. Durability The two figures on the patch of Levi’s jeans with whips in hand pulling in opposite directions. yet the jeans remain intact.

’s businesses are placed in the following:. the LS & CO. so managers can manage this collection or portfolio of businesses by using a corporate portfolio matrix. Vertical Axis: The vertical axis indicates anticipated market growth which is also evaluated as low or high.LEVI’S PORTFOLIO ANALYSIS Levi’s corporate strategy involves a number of businesses. Horizontal Axis: The horizontal axis represents market share which is evaluated as low or high. BCG Matrix “A strategy tool that guides resource allocation decisions on the basis of market share and growth rate of SBU’s.” Boston Consulting Group introduced the idea of BCG matrix that an organization’s businesses could be evaluated and plotted using a 2*2 matrix to identify which ones offered high potential and which ones were a drain on organizational resources. . CATEGORIES Based on its evaluation.

Low Market Share) “These businesses are in an attractive industry but hold a small market share percentage. High Market Share) Businesses in this category generate large amounts of cash. . CASH COWS (Low Growth.” The women apparels has got a low growth and high market share so it comes under the Cash Cows head QUESTION MARKS(High Growth. but their prospects for furure growth are limited. High Market Share) “Stars include the businesses which are in a fast growing market and hold a dominant share of that market.” Dockers® come under the head of stars as it is the major source of income for the company.” Levi’s jeans come under the head of question marks with respect to Pakistan.STARS (High Growth.

PRICE: It can be simply defined as: “The currency value charged to a Client by the company for a product or service”. it costs to distribute a product and costs to promote it. Is one of the most important elements of the marketing mix. even to employees of the Levis. The remaining 3p's are the variable cost for the organization. Discount: We don’t give the discount to our customers. are Price Determination: . we pay it our self to the bank (3 Products are only sold for cash or on credit cards %). Our prices are fixed. which are settled by the Company (Singapore). as it is the only mix. but we don’t overcharges to the customers. Levis Credit Sales: We also deal with credit sales. which generates a turnover for the organization. List Price: Our all products are sold at listed price. There is no discount to offer. It costs to produce and design a product. the Payment Period & Credit Terms: Payment Period & Credit Terms settled by the company.

but the standard that is used is considered .g.  Pepe Jeans  Leeds (US Apparels)  GAAP Jeans  Cambridge • • Our prices are not influenced by the competitors.During the determination of the price company not considered the competitors. that’s why we don’t face much competition in our business. Our 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 Competitors: We are much proud to say with surety that our products completely satisfy our consumers. Again company issues this stuff to their own outlets for sale at discount prices at 14 August. . But yet there are some competitors e. Such a stuff. design and fashion which don’t have the enough sales are recall back to the company.

To increase the brand equity by reaching every corner of the world. Link Road . Channels:Channels of Distribution: LEVIS distributes JEANS by the Channel Members that is through retailer and wholesalers. Retailers: HKB: Defence. Mall Market Raja Sahib. Liberty Market . To fulfill the requirements of every locality according to the taste of the people.PLACE: Placement objectives:-. • • • • To equalize the demand and supply of products at all places. To provide desired products at proper place.

El Salvador. Guatemala. New Zealand. Oman. Belize. Multan. Saudi Arabia. Honduras. Peru. Paraguay. Uruguay and Venezuela. Malaysia. Brazil. Korea. Mozambique. Botswana. Bahrain. Israel. Dockers® brand in 31 countries and our Levi Strauss Signature™ brand in 4 countries: COUNTIRES: These countries are Australia.Pace. the Philippines. 10 in Lahore. Gulberg Sheikh Innayat Ullah. LAHORE OUTLETS : . because the unit value is high and cost related issues occur.1 in multan. PAKISTAN: In Pakistan it operates in the following cities:Lahore. 7 in Karachi . Chile. 1. Thailand. Hong Kong. South Africa. Kuwait. Bangladesh. Indonesia. 1 in Islamabad. Peshawar. Sri Lanka. Karachi. Ecuador. Singapore. Colombia. Anarkali Strategy: Levi’s Strategy for Choosing channels is according to Product: Mostly Levis is limited to his wholesalers. Guam. Rawal pindi and Sialkot. Qatar. Fasilabad.2 in Peshawar. Argentina. In Pakistan there are total 24 outlets. Namibia . United Arab Emirates Angola. Taiwan . Jordan. Islamabad. Pakistan. Panama. Location:As mentioned earlier the Levi's® brand of products are sold in 49 countries. 1 in Faisalabad. 1 in Rawal pindi and 1 in Sialkot. China. Nicaragua. Bolivia. Japan. Brunei. Costa Rica. India.

has tried to build its image as an innovator by coming in Pakistan with their Jeans having new and latest style and look . Positioned its products according to different classes and genders. FAISALABAD OUTLETS: ISLAMABAD OUTLETS:KARACHI OUTLETS:MULTAN OUTLETS:PESHAWAR OUTLETS:RAWALPINDI OUTLETS:SIALKOT OUTLETS:- STRATEGIES: LS & CO. Keep in mind the price and quality of the products and try to make its products better. placed its products according to following strategies. introduces best quality at different prices to its clients.2.Placing according to Class and Attributes: LS & CO. Placing according to Technology:LS & CO. Placing according to Price and Quality: LS & CO. Placing according to Competitors: LS & CO.

Build Company’s image as innovator. To create bonds between public and Levi Strauss by helping the people. therefore.PROMOTION: Promotion objectives: o o o o o o To inform. . Levis pays attention to the publicity of its products. the promotional strategy is based on persuading of prospective buyers. persuade and remind the potential customers about its products Increase awareness and build primary demand To build strong brand equity. The sales promotion of LEVIS targets the end consumers. To create the importance of its products Sales promotion:For the promotion of sales Levi Strauss & Co. The major source of promotion of levi’s is done by creating public relations. Since the Levi’s JEANS are in growth stage in Pakistan. adopt a very effective but comprehensive strategy.

 Mass Selling Levis does mass selling to inform a bulk of persons by advertising.  Personal selling Personal selling by the representative of the organization takes place face to face with final consumers. Competitive advertising The advertisement given by the LEVIS stresses on the demand of the product and enhancement of its features.banners etc . Bill boards . Newspapers Internet.  Institutional advertising Levis uses institutional advertising to promote company’s image by saying Many Copy the Red Tab No One can copy the Origina Advertising mediums:The advertising media used by the company are     Television Fashion Magazines . Advertising:The type of advertising used by LEVIS.Levi’s uses the following promotional strategies to promote its product.

Buyers are attracted towards the product.e. from their websit Billboards & banners:Billboards and banners are also used for the advertisement purpose.:Levis provides up-to-date information to their customers through electronic media i. Fashion Magazines & Newspapers: For fashion magazines and newspapers LS&Co. are very innovative and eye-catching. Whereas fashion magazines are always dealing with the gorgeous models working with LS& Co and the unique outfits of the models Internet.Television & Radio: Advertisements of Levi Strauss & Co.it has become a benchmark for all the others to follow. . is a target due to its grand brand equity . The advertisements are placed at the international level. The newspaper gives a coverage to the social events in which LS &Co takes part with great interest.

sales offices and sales branches in major cities like Lahore. says . who devoted substantial time and resources to charitable and philanthropic activities. Levi Strauss & Co. While the actual sale of the products take place at the sales outlet of the company. Sales Offices and Sales Branches: Sales offices for Levis act as a display center for their Products from where the customers can get information about latest designs and up to date fashion introduced. Level of Distribution Intensity: Levi’s is using selective but intensive distribution level for the distribution of its products .Sales force:Levi’s holds a very big sales department as it is working in many countries. ” GUIDING PRINCIPLES: There are three guiding principles present behind the global giving programs :- . Public relations:The sales promotion of LEVIS also includes such activities as event sponsorship. “ Our corporate values enable our vision of the future and reflect the legacy of our founder. Levi Strauss. Islamabad and Karachi. For example in Pakistan Levis has opened its outlets.

The Foundation and company-supported programs seek to prevent the spread of HIV/AIDS Increasing Economic Development and Education Opportunities To alleviate poverty.-The first is a belief in empowerment .S.yet youth and women continue to struggle against social norms and financial institutions that limit this type of access and discourage education and training. . ISSUES: These principles are applied to two interrelated issues: Preventing the Spread of HIV/AIDS In 1985 the Levi Strauss Foundation became the first U. homophobia or HIV/AIDS status.the right of women and youth to identify their needs and to participate in solving problems that affect them. Focusing specifically on indigent women and youth (age 10 to 25). xenophobia. and has since contributed more than $26 million to organizations in more than 40 countries. -The third is a commitment to work collaboratively with other funders and to encourage joint efforts by our grantees. -The second is a resolve to address social biases and their impact on youth and women whether due to racism. sexism. individuals must have access to resources and possess the skills to acquire and manage financial assets -. corporate foundation to address this epidemic.

In 2003. 3. employees volunteered more than 50. In 1998. LS &Co received the U. 9. LS &Co inaugurated Volunteer Day at San Francisco headquarters and have since expanded it beyond the United States and Canada to include sites throughout Latin America and Asia. LS & Co. 6. an initiative of the Levi Strauss Foundation that combats institutional racism. LS &Co was recognized for creating Project Change. LS &Co received the Corporate Philanthropy Award for our leadership in giving and volunteering in san Francisco area. There are now 78 CITs worldwide. LS &Co became the first worldwide company to establish a comprehensive ethical code of conduct for manufacturing and finishing contractors working with the company 5.LS &Co has played a leadership role in educational programs and policies regarding AIDS in the workplace 10. In 1991. LS &Co has been ranked as one of "America's 50 Best Companies for Minorities" .S. in the last two decades and have received numerous awards and recognition for our efforts to combat the HIV epidemic.LS &Co have made more than $27 million in grants for AIDS care and prevention. 4. products. In 2000. President's Ron Brown Award for Corporate Leadership for outstanding achievements in employee and community relations. ‘s commitment to equal employment opportunity and diversity pre-dates today's programs and began in the 1940s when factories were desegregated in California. LS &Co pioneered an employee volunteer effort called "Community Involvement Teams" or CITs. Philanthropy includes a focus on strengthening workers' rights and ultimately improving working and living conditions in communities where third-party contractors make LS&CO. The Levi Strauss Foundation provides innovative "sourcing" grants to local. For the past four years. regional or global nonprofit organizations 2.In 1968.000 hours to charitable organizations around the world and provided $1 million in philanthropic support to local nonprofit groups 7. . 8. In 2004.For Example 1.

employees Employee Community Involvement Our employees are a big part of how we give back to our communities -.we invest in what is important to them. matches cash donations by employees to local charitable organizations.'s sourcing communities. has a business presence and gave approximately $10 million in 2004. provides grants to community organizations located in LS&CO. . and funds college scholarships for the dependents of LS&CO.Funding:- The philanthropic funding is divided into two categories: The Levi Strauss Foundation The Foundation is an independent legal entity that provides grants to community-based organizations working to create meaningful social change. The Foundation also funds disaster relief efforts. makes charitable donations to organizations where employees volunteer. We encourage employees globally to give back to their communities through employee-led Community Involvement Teams and through the sponsorship of an annual volunteer day. The Levi Strauss Foundation funds programs worldwide where LS&CO.

On Volunteer Day..The Levi Strauss Co. Latin America. . and offers employees and retirees a variety of ways to get involved. CITs are company-sponsored and employee-led groups that partner with local charitable organizations to identify needs.'s Employee Community Involvement program has been an integral part of the corporate social responsibility efforts for more than 35 years. LS&CO.S. They also help to raise awareness among employees about important issues in their communities. employees and retirees. LS&Co encourages employees around the world to join one of the 72 Community Involvement Teams (CITs). In 2000. Founded in 1968. Shelter & Emergencies Health & Human Services Holiday Grants Recreation & Athletics Youth Empowerment Employee Community Involvement: LS&CO. Canada. & Foundation: The Levi Strauss Co. and create volunteer and donation opportunities for LS&CO. Asia and Europe. inaugurated Volunteer Day at the San Francisco headquarters and has since expanded it to more than 40 locations in the U. plan activities. & Foundation provides grants to local. The grant areas are divided into two: 1) Core Grants The core grant includes the following: Corporate Social Responsibility Economic & Educational Opportunities HIV / AIDS 2) Non-Core Grants Animals Arts & Culture Civic Disaster Relief Environment Food. LS&CO. regional or global nonprofit organizations.

This code. we participate in the Ethical Trading Initiative (ETI) . such as fair employment.employees engage in a variety of community activities ranging from painting murals at schools to planting gardens at community centers. and environmental standards. We also work with nongovernmental organizations (NGOs) for input and recommendations to improve our worldwide internal monitoring process. worker health and safety. among others. For example. we became the first multinational company to establish a comprehensive ethical code of conduct for manufacturing and finishing contractors working with the company. known as the Global sourcing and Operating Guidelines. LS&Co : A Leader in Social work In 1991. directs business practices.

The foundation received national attention for programs in both of these areas when it was featured in a 2004 National Public Radio broadcast regarding innovative services for hourly wage earners. Global Financial Safety Net Funded by LS&CO. sales manager and marketing executive. education and preventative programs to help individuals in their own efforts to maintain their financial. a former LS&CO. Founded in 1981 by Jerry O'Shea.750 LS&CO. During the years 1990-2004. (LS&CO. The Red Tab Foundation's overarching goal is to "strengthen the lives of its core clients and their families through economic assistance and empowerment. physical and emotional health." STRATEGIES: The Foundation's efforts to accomplish this goal are guided by two key strategies: (1) Providing eligible participants with a financial safety net. associates with grants totaling over $5. the foundation provided more than 5. Workshops developed by the foundation with . employees to help fellow employees and retirees in need.Red Tab Foundation: We Share A Common Thread The Red Tab Foundation (RTF) is a unique nonprofit organization that assists Levi Strauss & Co. RTF provides financial assistance.3 million. the Red Tab Foundation puts food on the table and provides shelter and other basic necessities when individuals have nowhere else to turn.) employees and retirees who are unable to pay for life's basic necessities due to unexpected emergencies. the Red Tab Foundation has introduced proactive educational programs designed to enhance employees' financial skills and abilities. (2) Enhancing economic self-sufficiency via financial literacy and asset-building programs. Financial Literacy and Asset-Building Programs: In addition to its safety net program.

And customers can win a new LG air conditioner. 3000/ on the new brand –5 the customers get a coupon. Current examples of RTF's workshops and asset-building programs include the "Money School" and a Philippines’ Micro-enterprise Loan Progra Happenings:Now. for measuring Customer Satisfaction: We use different tools for measuring the customer satisfaction e.  We have a very quick complaint system  We ask our consumers for new ideas and their needs . 3) Levi's® Lady Style Get a Swarovski designer tattoo with every purchase of "Levi's® Lady Style" 4) Father's Day Purchase Dockers Product worth Rs.2000 and above to get a branded Dockers Cap Tools used by Levi Srauss & Co. 1) For every purchase of Rs.g. 2) 501® Scarred What's your story? The best story wins an iPod.a-days for promotion following offers are present for the customers.other nonprofit entities have enabled RTF to bring basic economic information and resources to employees in manufacturing and distribution facilities throughout the world.  We conduct different surveys just to know the views of our consumers.

 Levi’s products are considered as very expensive.  Levi’s products are unique and innovative in the style.  The products are renowned and are considered as the most durable i.  Sales promotion can be increased by increasing the advertisements expenses so as to enjoy a large number of customers. Opportunities:  Levi’s can do more well in the women section.  A lot of variety is offered by Levi’s ranging from sunglasses to skirts and shirts.  As no discounts are present and products are sold at fixed prices many customers are lost. This section is give less importance as compared to the men section. Weakness:  Levi’s follows a high standard of quality. which has been started from few years. Therefore a large percentage of people are reluctant to buy the products.  Levi’s does not provide any services like free delivery etc.  The kid’s section. the long lasting products. Threats .e. should also be given proper attention to gain customers. People all around the world recognize the brand name.SWOT Analysis: Strengths :  Levi’s enjoys high brand equity.

we also did a personal survey from the customers of Levi’s. A questionnaire was generated which was then distributed among the customers. CONCLUSIONS RECOMMENDATIONS: CONCLUSION: AND Along with the collection of above data .The threats that Levi’s faces are the competitors. Although it does not have any competitor in Pakistan but it does have some competitors at the global level. The questionnaire appeared like this: Survey : Name(optional): Q#1 : State the extent to which you agree with the following statement: “Levi’s products provides a lot of satisfaction?”      Strongly Disagree Disagree Neither agree nor disagree Agree Strongly agree Q#2 : Do you give preference to Levi products over other company’s similar products?      Very unlikely Unlikely Neither likely nor unlikely Likely Very likely Q#3 : What is the competitive advantage that Levi’s has over others?  Comfortability .

give us your suggestions and recommendations for Levi Strauss and Co. is no doubt a benchmark for the jeans makers all around the world.      Brand name Durability Variety Style Innovativeness Any other ? please specify: Q#4: Levi’s lacks:        Comfortability Durability Variety Style Innovativeness Price Affordability Any other ? please specify: Q#5: You mostly buy products from levi’s:    Men section Women section Kids section Q#6: Please. From the survey we got the following statistical results: A) B) C) D) 60% of customers were completely satisfied 17% were somewhat satisfied 15% were neither satisfied nor dissatisfied 5% were somewhat dissatisfied . with out any hesitance: Thank you for your cooperation!  By the help of above data we can conclude that Levi Strauss & Co.

Therefore that area is secured. sites we recommend levi’s to work on following areas  First of all the Levi’s products are considered as the most durable product.E) 3% were completely dissatisfied The pie chart we obtain from the data is : 3% 5% completely satisfied somewhat satisfied neither satisfied nor dissatisfied 15% 60% 17% somewhat dissatisfied completely dissatisfied RECOMMENDATIONS: From the survey results and the data we collected from various peoples. . But the areas which levi’s lacks are comfort ability and inexpensiveness.

They should stress on promoting their products especially through TV media ******************************************** .  The brand name of Levis is well recognized. which is just in start.  Levi’s pays its maximum attention to the men’s wear. Although the women section and kid’s sections are present but they are not full filling the requirements much. should be given attention to attract more customers. As we saw in the survey that people who are somewhat dissatisfied or who are completely dissatisfied gave the reason of high prices. If levi’s lower down its prices to some extent the sales volume could be increased to a very large extent.  A lot of importance should be given as far as the advertisement is concerned. We saw in the survey results that most people just to maintain their high status buy Levi’s products.  The kid’s section.

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