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

  

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.

khaki category since the brand's 1986 launch. Dockers® : Dockers® brand.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. has led the U. and is now available in numerous countries. is a worldwide corporation organized into three geographic divisions: . DIVISIONS: Levi Strauss & Co.S. 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. which pioneered the movement toward business casual.

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

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

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

learn. grow and advanced based on merit. closing exist between principles and updating some of their values contemporary circumstances. balanced personal and professional lives. treated fairly. They want their people to feel respected. . 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. they want satisfaction from accomplishments and friendships. Above all. where all employees have an opportunity to contribute. listened to and involved.ASPIRATION STATEMENT : They want a company that make them proud of and committed to. VISION STATEMENT: When LS & Co. and to have fun in our endeavors. not politics or background.

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

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

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

etc.  Company is promoting its products effectively within segments by print media as well as electronic media. 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. Internet. Geographic Segmentation  Psychographic Segmentation  Behavioral Segmentation Target Market: 501® JEANS targets its market by evaluating the wants of customers. Signboards.g. . Newspapers. Company is providing their customers with stylish better quality and different product keeping in view its cost. Television commercials. e. Benefits of Segmentation: Levis has got customer oriented approach by segmentation.  Conditions for effective segmentation: 501® JEANS is fulfilling the conditions for effective segmentation.

   Lack of awareness in middle class. To gather primary data. . Company has to pay extra cost for multi-advertisement. Limitation of Segmentation: Because of segmentation. 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. 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. Segments of company are measurable. In Pakistan they have to face several Cultural Barriers.  Segments are strong enough to make profit.

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

symbol or design that adds value to the products. A product may be a place. service. earns remarkable revenues throughout the year coz its products are considered to be the world’s largest quality products. . color.” 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. term. LS & CO. good or promotion. sign. quality and brand plus the seller’s services and reputation. price.

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

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

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: .

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

CATEGORIES Based on its evaluation. Vertical Axis: The vertical axis indicates anticipated market growth which is also evaluated as low or high.” 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. so managers can manage this collection or portfolio of businesses by using a corporate portfolio matrix. BCG Matrix “A strategy tool that guides resource allocation decisions on the basis of market share and growth rate of SBU’s. Horizontal Axis: The horizontal axis represents market share which is evaluated as low or high. .’s businesses are placed in the following:.LEVI’S PORTFOLIO ANALYSIS Levi’s corporate strategy involves a number of businesses. the LS & CO.

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

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

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

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

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

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

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

Advertising:The type of advertising used by LEVIS.  Personal selling Personal selling by the representative of the organization takes place face to face with final consumers. Bill boards .  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 .banners etc .  Mass Selling Levis does mass selling to inform a bulk of persons by advertising. Newspapers Internet. Competitive advertising The advertisement given by the LEVIS stresses on the demand of the product and enhancement of its features.Levi’s uses the following promotional strategies to promote its product.

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

sales offices and sales branches in major cities like Lahore. Levi Strauss & Co. “ Our corporate values enable our vision of the future and reflect the legacy of our founder. For example in Pakistan Levis has opened its outlets. Levi Strauss. While the actual sale of the products take place at the sales outlet of the company. 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. Islamabad and Karachi. says . 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. who devoted substantial time and resources to charitable and philanthropic activities. ” 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.

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

In 2003. 8.000 hours to charitable organizations around the world and provided $1 million in philanthropic support to local nonprofit groups 7. .LS &Co has played a leadership role in educational programs and policies regarding AIDS in the workplace 10. 3. LS & Co.S. 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. employees volunteered more than 50. In 2000.In 1968. LS &Co received the U.LS &Co have made more than $27 million in grants for AIDS care and prevention. In 1998. products. President's Ron Brown Award for Corporate Leadership for outstanding achievements in employee and community relations. 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. ‘s commitment to equal employment opportunity and diversity pre-dates today's programs and began in the 1940s when factories were desegregated in California.For Example 1. Philanthropy includes a focus on strengthening workers' rights and ultimately improving working and living conditions in communities where third-party contractors make LS&CO. 6. LS &Co pioneered an employee volunteer effort called "Community Involvement Teams" or CITs. 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 has been ranked as one of "America's 50 Best Companies for Minorities" . In 1991. The Levi Strauss Foundation provides innovative "sourcing" grants to local. 4. an initiative of the Levi Strauss Foundation that combats institutional racism. LS &Co was recognized for creating Project Change. In 2004. regional or global nonprofit organizations 2. For the past four years. 9. in the last two decades and have received numerous awards and recognition for our efforts to combat the HIV epidemic.

The Levi Strauss Foundation funds programs worldwide where LS&CO. has a business presence and gave approximately $10 million in 2004. The Foundation also funds disaster relief efforts. makes charitable donations to organizations where employees volunteer.'s sourcing communities.we invest in what is important to them. and funds college scholarships for the dependents of LS&CO. matches cash donations by employees to local charitable organizations. . employees Employee Community Involvement Our employees are a big part of how we give back to our communities -. 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. provides grants to community organizations located in 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.

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

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

Workshops developed by the foundation with .750 LS&CO. 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.Red Tab Foundation: We Share A Common Thread The Red Tab Foundation (RTF) is a unique nonprofit organization that assists Levi Strauss & 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. Global Financial Safety Net Funded by LS&CO. Financial Literacy and Asset-Building Programs: In addition to its safety net program. Founded in 1981 by Jerry O'Shea.) employees and retirees who are unable to pay for life's basic necessities due to unexpected emergencies.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. (LS&CO. (2) Enhancing economic self-sufficiency via financial literacy and asset-building programs. During the years 1990-2004. sales manager and marketing executive. associates with grants totaling over $5. a former LS&CO. RTF provides financial assistance. employees to help fellow employees and retirees in need." STRATEGIES: The Foundation's efforts to accomplish this goal are guided by two key strategies: (1) Providing eligible participants with a financial safety net. the foundation provided more than 5. the Red Tab Foundation has introduced proactive educational programs designed to enhance employees' financial skills and abilities. education and preventative programs to help individuals in their own efforts to maintain their financial. physical and emotional health.

And customers can win a new LG air conditioner.a-days for promotion following offers are present for the customers. 1) For every purchase of Rs.g. 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. 2) 501® Scarred What's your story? The best story wins an iPod.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.  We have a very quick complaint system  We ask our consumers for new ideas and their needs . for measuring Customer Satisfaction: We use different tools for measuring the customer satisfaction e. 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.

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

CONCLUSIONS RECOMMENDATIONS: CONCLUSION: AND Along with the collection of above data .The threats that Levi’s faces are the competitors. A questionnaire was generated which was then distributed among the customers. we also did a personal survey from the customers of Levi’s. 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 . Although it does not have any competitor in Pakistan but it does have some competitors at the global level.

      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. give us your suggestions and recommendations for Levi Strauss and Co. 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. is no doubt a benchmark for the jeans makers all around the world.

.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. 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. But the areas which levi’s lacks are comfort ability and inexpensiveness.

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

Sign up to vote on this title
UsefulNot useful