Primarily thanking ALLAH Almighty for giving us such a bright opportunity to learn and polish our extravagant abilities.
Levi Strauss and Co. is a privately held company owned by the family of its founder, LeviStrauss. The company was created about 130 years ago and currently is one of the leading apparel companies in the world. The company produces and sells a range of men's, women's and children's jeans and casual wear including cotton and cotton blend casual and dress casual pants, tops and seasonal pants and shirts, denim jackets, accessories, and footwear.1 The company has three major brands Levi¶s, Dockers, and Levi Strauss Signature. Even though Levi¶s brand image is very strong, it cannot maintain its brand image anymore as a result of missed fashion trends. Levi has to come up with new strategies to overcome its competitors that have brought new fashion trends and low price products to the apparel industry. Its competitors including VFC corporation, Gap, Abercrombie & Fitch, and Tommy Hilfiger have also gained strong brand images by producing their products at low cost and continue to gain perceived value in the industry. The apparel industry is considered a mature industry with numerous competitors. The competitors offer similar products and services that
Levi can produce. Therefore, product differentiation will be the key issue in order to increase the perceived value of the new product. Intrepid International recommends that Levi Strauss should create a new premium denim brand. The new premium denim brand must be cheaper, high quality and a trendy design clothes. To produce cheaper, high quality and a trendy design clothes, the company must begin with a Cost Leadership Strategy. The company needs to implement a low-cost manufacturing process to increase margins. We believe there is still a lot of room for improvement. Once the company decreases its average total cost by adapting a Cost Leadership Strategy, it will be able to maximize its profit and increase market share.
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.
Levi's® jeans have become one of the most successful and widely recognized brands in the history of the apparel industry.
The products of Levi Strauss & Co are sold under three brands:
Since their invention in 1873.
Levi Strauss & Co. The Division sources. is a worldwide corporation organized into three geographic divisions:
Levi Strauss.500 talented people
. which pioneered the movement toward business casual.S. Dockers®. has led the U.
Levi Strauss Signature™:
In 2003 the launch of the Levi Strauss Signature™ brand.Dockers®
Dockers® brand. and is now available in numerous countries. khaki category since the brand's 1986 launch. licensees and distributors throughout Asia Pacific. Middle East.'s Asia Pacific Division is comprised of subsidiary businesses. Africa and Latin America. North America (LSNA) Levi Strauss Europe (LSE)
Based in Brussels
Based in the San Francisco headquarters
Asia Pacific Division (APD)
Based in Singapore Levi Strauss & Co. manufactures and markets Levi's®. and Levi Strauss Signature™ products through 14 affiliates. The company employs approximately 2. giving value consumers high-quality and fashionable clothing from a company on which the consumers trust.
Malaysia. The division is comprised of both wholly owned-and-operated businesses.
.working together to ensure that the apparel brands are leaders in this part of the world. Kuwait. Dockers® brand in 31 countries and our Levi Strauss Signature™ brand in 4 countries:
Bahrain. the Philippines. Hong Kong. Botswana. Jordan. Japan. Korea. Taiwan and Thailand. Sri Lanka.
Levi's® brand of products are sold in 49 countries. New Zealand. Israel. Bangladesh. Saudi Arabia and United Arab
Angola. China. India. Oman. Pakistan. Qatar. Brunei. licensees and distributors throughout Asia and the Pacific including Pakistan. Guam. Singapore. Indonesia. Mozambique. Namibia and South Africa.
Chile. Uruguay and Venezuela
Levi • • • • Strauss & Co. Brazil.Latin America:
Argentina. Colombia. El Salvador. Peru. These are -Empathy -Originality -Integrity -Courage
Levi Strauss & Co. has four major core values. Ecuador. Costa Rica.
. Nicaragua. Belize. Honduras. Guatemala. Bolivia. Paraguay. Panama. says.
“Our corporate values -.empathy. We will conduct our business ethically and demonstrate leader ship in satisfying our responsibilities to our communities and to society. integrity and courage -.
. teamwork. and superior products and services. personal accountability and opportunities for growth and development. originality. We must balance goals of superior profitability and return on investment. is to sustain responsible commercial. leadership market positions.are the foundation of our company and define who we are. open communications. They underlie how we compete in the marketplace and how we behave. Our work environment will be safe and productive and characterized by fair treatment. success as a global marketing company of branded apparel.”
The mission of Levis Strauss & Co.
learn. treated fairly. balanced personal and professional lives. where all employees have an opportunity to contribute. closing gaps that may exist between principles and practices and updating some of their values to reflect contemporary circumstances. not politics or background. grow and advanced based on merit. listened to and involved.
. They want their people to feel respected.
When LS & Co. describe the future of Levi they are talking about a building on the foundation they have inherited: affirming best of their Company’s tradition. Above all. and to have fun in our endeavors.ASPIRATION STATEMENT :
They want a company that make them proud of and committed to. they want satisfaction from accomplishments and friendships.
It launched its first website in 1995. In 2000. In 1930’s. shirts and jackets declined.HISTORY
Today. In 1994. introduced Levi’s ® engineered jeans TM. Levi Strauss started it 150 years ago & forever earned a place in history. it celebrated its 150th anniversary of its founding and 130th anniversary of invention of blue jeans. the reinvention of jeans for the new generation. Levi joined their dry goods business. Levi died and his two nephews inherited the business. LS&CO. his two sisters & mother sailed for America where they joined half-brothers Jonas & Louis in New York. In 1910’s. One-piece garment for women was introduced to work and play. In 1902. the Levi’s® brand is an authentic American icon. a new style for men wearing. the first original Levi’s store was opened in United States. LS&CO. the Great Depression stroke & demand for Levi’s jeans. In 1847. received “Blue Ribbon” highest award for waist overalls in Panama. it introduced its Slates ® brand.In 1996. known the world over. 2 for America’s best companies for minorities. In 1999. It named No. . Levi sailed to San Francisco to join dry goods business and started selling clothing. In 1991. In 1853. In 2003.
. Levi Strauss. Dockers brand was introduced in Europe. bedding & linen to small stores in California. classic 5 pocket pants were reinvented.
Products. Positioning. More than any other group in the company. Understanding the complexities of a brand identity and its position is no easy task. One of the most controversial areas of product concepts is the brand extension. but these fears proved groundless.
SCANNING THE MARKETING ENVIRONMENT
Like other successful companies. Products and their brand names are newsmakers themselves. Today brand extensions occur not only within the company. A new product gets to share the name of an older.
. and Market Segmentation
Advertising professionals realize that the heart of any campaign is the product and the position it holds in people's minds. The major responsibility for identifying significant changes in the macro environment falls to a company’s marketers. but companies are licensing their brand names to all kinds of products in the hope of increasing brand awareness. Early theorizing suggested that brand extensions would sap market clout from the established product. the marketing managers of Levis are the trend trackers and opportunity seekers. Levi’s also has realized that the marketing environment presents a never-ending series of opportunities and threats. established brand.
occupation. and geographic location. household status. Much segmentation involves combinations of these methods. income. economic.
BASIS OF MARKET SEGMENTATION
Demographic Segmentation Geographic Segmentation Psychographic Segmentation Behavioral Segmentation
. and opinions. The most frequent methods of segmenting include demographic variables such as age. and product benefits. however. No matter how segments are defined. race. psychographic variables such as life-style. interests. sex. The readings in this section exemplify areas of rapid change. education. 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 is the selection of groups of people who will be most receptive to a product. activities. product use patterns.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). Within the rapidly changing global picture.
Newspapers. 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. e.g.
Benefits of Segmentation:
Levis has got customer oriented approach by segmentation. Segments of company are measurable. Company is providing their customers with stylish better quality and different product keeping in view its cost.
Conditions for effective segmentation:
501® JEANS is fulfilling the conditions for effective segmentation. etc. Television commercials. Company is promoting its products effectively within segments by print media as well as electronic media.Target Market:
501® JEANS targets its market by evaluating the wants of customers. Signboards. Segments are strong enough to make profit.
Lack of awareness in middle class. place and promotion.
. McCarthy classified these tools into four broad groups that he called the four Ps of marketing: product.
The marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives in the target market. they organize radio shows and music concerts by sponsoring. Secondary data is already available in the company. price. Marketing-mix decisions must be made for influencing the trade channels as well as the final consumers. In Pakistan they have to face several Cultural Barriers.
According to Levi’s marketing logistic manager. Company has to pay extra cost for multi-advertisement. To gather primary data. Levi’s faces some limitations.Limitation of Segmentation:
Because of segmentation. 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.
Product variety Channels Quality Coverage Target Design Assortments market Features Locations Brand name Inventory Packaging Transport Sizes Prices Promotion Services Warranties List price Sales promotion Returns Discounts Advertising Allowances Sales force Payment period Public relations Credit terms Direct marketing
.Note that the four Ps represent the sellers view of the marketing tools available for influencing buyers.
They are the most successful. LS & CO.”
Brand is a name. such as the famous Levi's®501® Original jean to favorite fits and styles in our Red Tab™ and Levi's® Premium collections. 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. the Levi’s brand continues to define jeans wear with widest range of products available from quintessential classics. All the three brands are providing different quality products. Levi's® jeans have captured the attention. imagination and loyalty of generations of diverse individuals. LS & CO. good or promotion. sign. is basically divided into 3 sub brands i. Dockers and Levis Strauss Signature. widely recognized and often imitated clothing products in the history of apparel. quality and brand plus the seller’s services and reputation. color. term.e. symbol or design that adds value to the products. price.
Invented in 1873. authentic jeans. service.
Launched in 1986 in the United States. Levi’s. Levi's® jeans are the original. earns remarkable revenues throughout the year coz its products are considered to be the world’s largest quality products. 1 khaki pant brand in the United States . A product may be a place.“Product means set of tangible and intangible attributes which may include packaging. As the inventor of the category. Dockers® Khakisquickly became the No.
footwear. comfortable and economical. than a broad
LEVIS STRAUSS SIGNATURE®
The Levi Strauss Signature™ brand was launched in 2003 exclusively for consumers who shop in the mass channel. The brand gives value-conscious consumers access to high-quality.’S products Variety Features Design Color Size
. women and children all designed with the high quality.In 1988. dress and casual pants and range of accessories — designed to fit a variety of different body types and sizes.
Products are usually considered to be the No. The line offers fashionable tops. reliable. shirts. the Dockers® brand has expanded to more 50 countries in every region of the world with complete assortment of stylish and innovative products — including a full line of tops. skirts and jackets for men. durable.1 factor contributing towards building goodwill of a firm. a feminine interpretation of Dockers® brand apparel. outerwear and accessories — for a range of consumers
Today. The Levi Strauss Signature™ brand includes a collection of denim and non-denim pants. A product should be unique. the brand launched Dockers® for Women. affordable and fashionable jeans wear from a company and name they trust. Following are some of the basic attributes of LS&CO.
provides a wide variety of products including :
Levi’s jeans have been present at nearly every pivotal moment in history and culture for the past 150 years. freedom. confidence.VARIETY
Levi’s products today are perceived by many as a symbol of youth.
. independence & comfort. individualism. LS & CO.
Business Casual shoes and Casual shoes are offered by Dockers both for men and for women
war. thread and rivets.FEATURES:
Features are competitive tools that differentiate the company’s products from its competitor’s products. cultural revolution.
Levi’s jeans and other products are comfortable enough to be worn even at the times of protest. To clothe oneself means to put on something that symbolizes who you are. yet the jeans remain intact. Levi’s jeans are available in different styles for men and women.
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’.
Clothing means more than just fabric. Following are some of the main and distinctive features of Levi’s products. relative peace and pure fun.
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.
The vertical axis indicates anticipated market growth which is also evaluated as low or high.
The horizontal axis represents market share which is evaluated as low or high.
“A strategy tool that guides resource allocation decisions on the basis of market share and growth rate of SBU’s.LEVI’S PORTFOLIO ANALYSIS
Levi’s corporate strategy involves a number of businesses. so managers can manage this collection or portfolio of businesses by using a corporate portfolio matrix.
” The women apparels has got a low growth and high market share so it comes under the Cash Cows head
Based on its evaluation.
STARS (High Growth. High Market Share)
Businesses in this category generate large amounts of cash. but their prospects for furure growth are limited.’s businesses are placed in the following:. the LS & CO. High Market Share)
“Stars include the businesses which are in a fast growing market and hold a dominant share of that market. Low
“These attractive small market Levi’s jeans come question marks Pakistan.
CASH COWS (Low Growth.” Dockers® come under the head of stars as it is the major source of income for the company.
MARKS(High Market Share)
businesses are in an industry but hold a share percentage.” under the head of with respect to
we pay it our self to the bank (3 %). It costs to produce and design a product. There is no discount to offer. The remaining 3p's are the variable cost for the organization. as it is the only mix.
We also deal with credit sales. it costs to distribute a product and costs to promote it. which are settled by the Levis Company (Singapore).PRICE:
It can be simply defined as: “The currency value charged to a Client by the company for a product or service”.
Our all products are sold at listed price. Is one of the most important elements of the marketing mix. which generates a turnover for the organization. Products are only sold for cash or on credit cards
. but we don’t overcharges to the customers.
. Pepe Jeans Leeds (US Apparels) GAAP Jeans Cambridge • Our prices are not influenced by the competitors. that’s why we don’t face much competition in our business.g. 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
We are much proud to say with surety that our products completely satisfy our consumers. But yet there are some competitors e. Our prices are fixed.We don’t give the discount to our customers.
Payment Period & Credit Terms are settled by the
During the determination of the price company not considered the competitors. but the standard that is used is considered .
Payment Period & Credit Terms:
company. even to the employees of the Levis.
• • • • To equalize the demand and supply of products at all places.
. To provide desired products at proper place. To increase the brand equity by reaching every corner of the world.
Such a stuff. Again company issues this stuff to their own outlets for sale at discount prices at 14 August. To fulfill the requirements of every locality according to the taste of the people. design and fashion which don’t have the enough sales are recall back to the company.
Liberty Market . because the unit value is high and cost related issues occur. Anarkali
Levi’s Strategy for Choosing channels is according to Product: Mostly Levis is limited to his wholesalers.Channels:Channels of Distribution: LEVIS distributes JEANS by the Channel Members that is through retailer and wholesalers. Mall Market Raja Sahib.
Location:As mentioned earlier the Levi's® brand of products are sold in 49 countries. Dockers® brand in 31 countries and our Levi Strauss Signature™ brand in 4 countries:
. Link Road Pace. Gulberg Sheikh Innayat Ullah. Retailers: HKB: Defence.
In Pakistan it operates in the following cities:Lahore. Brazil. 7 in Karachi .2 in Peshawar. FAISALABAD OUTLETS: ISLAMABAD OUTLETS:KARACHI OUTLETS:MULTAN OUTLETS:PESHAWAR OUTLETS:RAWALPINDI OUTLETS:SIALKOT OUTLETS:-
. 1 in Islamabad. Karachi.
1. Costa Rica. Uruguay and Venezuela. China. Multan. Kuwait. Bolivia. Colombia. Belize. Guam. Nicaragua. LAHORE OUTLETS : 2. Malaysia. Botswana. Peru. 10 in Lahore. In Pakistan there are total 24 outlets. Bangladesh. Sri Lanka. New Zealand. Honduras. Korea. India.COUNTIRES:
These countries are Australia. Fasilabad. Peshawar. Ecuador. Taiwan . Argentina. Thailand. Rawal pindi and Sialkot. Mozambique. Jordan. El Salvador. 1 in Rawal pindi and 1 in Sialkot. Singapore. Bahrain. Panama. the Philippines. United Arab Emirates Angola. Pakistan. Israel. Brunei.1 in multan. Japan. Saudi Arabia. Qatar. Namibia . 1 in Faisalabad. Hong Kong. Indonesia. Guatemala. Islamabad. Paraguay. South Africa. Oman.
Keep in mind the price and quality of the products and try to make its products better.
Placing according to Technology:
LS & CO.Placing according to Class and Attributes:
LS & CO. Build Company’s image as innovator.STRATEGIES:
LS & CO. placed its products according to following strategies. has tried to build its image as an innovator by coming in Pakistan with their Jeans having new and latest style and look
o o o o o To inform.
Placing according to Price and Quality:
LS & CO. To create bonds between public and Levi Strauss by helping the people. persuade and remind the potential customers about its products Increase awareness and build primary demand To build strong brand equity.
Placing according to Competitors:
LS & CO. introduces best quality at different prices to its clients. Positioned its products according to different classes and genders.
Levi’s uses the following promotional strategies to promote its product.
Advertising:The type of advertising used by LEVIS.
Personal selling by the representative of the organization takes place face to face with final consumers. the promotional strategy is based on persuading of prospective buyers. therefore.
. The sales promotion of LEVIS targets the end consumers.o
To create the importance of its products
Sales promotion:For the promotion of sales Levi Strauss & Co.
Levis does mass selling to inform a bulk of persons by advertising. adopt a very effective but comprehensive strategy. Levis pays attention to the publicity of its products. Since the Levi’s JEANS are in growth stage in Pakistan. The major source of promotion of levi’s is done by creating public relations.
Fashion Magazines & Newspapers:
For fashion magazines and newspapers LS&Co.Competitive advertising
The advertisement given by the LEVIS stresses on the demand of the product and enhancement of its features. The newspaper gives a coverage to the social events in which LS &Co takes part with great interest.banners etc
Television & Radio:
Advertisements of Levi Strauss & Co.
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 .it has become a benchmark for all the others to follow. Newspapers Internet. Buyers are attracted towards the product. The advertisements are placed at the international level. Bill boards . 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
. is a target due to its grand brand equity .
Sales force:Levi’s holds a very big sales department as it is working in many countries.:Levis provides up-to-date information to their customers through electronic media i.
Level of Distribution Intensity:
. from their website
Billboards & banners:Billboards and banners are also used for the advertisement purpose.Internet.e.
-The second is a resolve to address social biases and their impact on youth and women whether due to racism.
Public relations:The sales promotion of LEVIS also includes such activities as event sponsorship. Islamabad and Karachi. Levi Strauss & Co. Levi Strauss.
. says .
“ Our corporate values enable our vision of the future and reflect the legacy of our founder. sexism. homophobia or HIV/AIDS status. xenophobia.
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.Levi’s is using selective but intensive distribution level for the distribution of its products . sales offices and sales branches in major cities like Lahore. -The third is a commitment to work collaboratively with other funders and to encourage joint efforts by our grantees.the right of women and youth to identify their needs and to participate in solving problems that affect them. For example in Pakistan Levis has opened its outlets. ”
There are three guiding principles present behind the global giving programs :-The first is a belief in empowerment . While the actual sale of the products take place at the sales outlet of the company.
These principles are applied to two interrelated issues:
Preventing the Spread of HIV/AIDS
In 1985 the Levi Strauss Foundation became the first U. individuals must have access to resources and possess the skills to acquire and manage financial assets -. Focusing specifically on indigent women and youth (age 10 to 25). The Foundation and company-supported programs seek to prevent the spread of HIV/AIDS
Increasing Economic Development and Education Opportunities
To alleviate poverty.S. corporate foundation to address this epidemic.yet youth and women continue to struggle against social norms and financial institutions that limit this type of access and discourage education and training. and has since contributed more than $26 million to organizations in more than 40 countries.
President's Ron Brown Award for Corporate Leadership for outstanding achievements in employee and community relations. 9. regional or global nonprofit organizations
2. LS & Co. ‘s commitment to equal employment opportunity and diversity pre-
dates today's programs and began in the 1940s when factories were desegregated in California. 8. For the past four years.000 hours to charitable organizations around the world and provided $1 million in philanthropic support to local nonprofit groups 7. employees volunteered more than 50.S.
1. The Levi Strauss Foundation provides innovative "sourcing" grants to local. 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.In 1968. In 1991. There are now 78 CITs worldwide. In 2003. Philanthropy includes a focus on strengthening workers' rights and ultimately improving working and living conditions in communities where third-party contractors make LS&CO. LS &Co was recognized for creating Project Change.LS &Co has played a leadership role in educational programs and policies regarding AIDS in the workplace
. In 2004. LS &Co received the Corporate Philanthropy Award for our leadership in giving and volunteering in san Francisco area. In 1998. In 2000. 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. 6. an initiative of the Levi Strauss Foundation that combats institutional racism. products. LS &Co has been ranked as one of "America's 50 Best
Companies for Minorities" . 4. LS &Co received the U. LS &Co pioneered an employee volunteer effort called "Community Involvement Teams" or CITs.
provides grants to community organizations located in LS&CO. in the last two decades and have received numerous awards and recognition for our efforts to combat the HIV epidemic.10. makes charitable donations to organizations where employees volunteer. The Foundation also funds disaster relief efforts. matches cash donations by employees to local charitable organizations. and funds college scholarships for the dependents of LS&CO. The Levi Strauss Foundation funds programs worldwide where LS&CO.
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. employees
Employee Community Involvement
.'s sourcing communities. has a business presence and gave approximately $10 million in 2004.LS &Co have made more than $27 million in grants for AIDS care and prevention.
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.
The Levi Strauss Co. & Foundation:
The Levi Strauss Co.
.we invest in what is important to them. & Foundation provides grants to local. Shelter & Emergencies Health & Human Services Holiday Grants Recreation & Athletics Youth Empowerment
Employee Community Involvement:
LS&CO. regional or global nonprofit organizations.Our employees are a big part of how we give back to our communities -.'s Employee Community Involvement program has been an integral part of the corporate social responsibility efforts for more than 35 years. 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. 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. On Volunteer Day. and create volunteer and donation opportunities for LS&CO.S. Founded in 1968. Latin America. employees and retirees. This
. we became the first multinational company to establish a comprehensive ethical code of conduct for manufacturing and finishing contractors working with the company. LS&CO..LS&Co encourages employees around the world to join one of the 72 Community Involvement Teams (CITs). plan activities.
LS&Co : A Leader in Social work
In 1991. In 2000. inaugurated Volunteer Day at the San Francisco headquarters and has since expanded it to more than 40 locations in the U. Canada. They also help to raise awareness among employees about important issues in their communities. LS&CO. employees engage in a variety of community activities ranging from painting murals at schools to planting gardens at community centers. Asia and Europe.
(LS&CO.) employees and retirees who are unable to pay for life's basic necessities due to unexpected emergencies. known as the Global sourcing and Operating Guidelines. We also work with nongovernmental organizations (NGOs) for input and recommendations to improve our worldwide internal monitoring process.
. physical and emotional health."
The Foundation's efforts to accomplish this goal are guided by two key strategies: (1) Providing eligible participants with a financial safety net. For example. sales manager and marketing executive. directs business practices. education and preventative programs to help individuals in their own efforts to maintain their financial. The Red Tab Foundation's overarching goal is to
"strengthen the lives of its core clients and their families through economic assistance and empowerment. (2) Enhancing economic self-sufficiency via financial literacy and asset-building programs. 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. among others. Founded in 1981 by Jerry O'Shea. and environmental standards. a former LS&CO. we participate in the Ethical Trading Initiative (ETI)
Red Tab Foundation: We Share A Common Thread
The Red Tab Foundation (RTF) is a unique nonprofit organization that assists Levi Strauss & Co.code. RTF provides financial assistance. such as fair employment. worker health and safety.
Global Financial Safety Net
Funded by LS&CO. for measuring Customer Satisfaction:
.3 million.a-days for promotion following offers are present for the customers.750 LS&CO.
Financial Literacy and Asset-Building Programs:
In addition to its safety net program. the Red Tab Foundation puts food on the table and provides shelter and other basic necessities when individuals have nowhere else to turn. 3000/ on the new brand –5 the customers get a coupon. And customers can win a new LG air conditioner. 1) For every purchase of Rs. the foundation provided more than 5. Workshops developed by the foundation with other nonprofit entities have enabled RTF to bring basic economic information and resources to employees in manufacturing and distribution facilities throughout the world.2000 and above to get a branded Dockers Cap
Tools used by Levi Srauss & Co. employees to help fellow employees and retirees in need. During the years 1990-2004. 2) 501® Scarred What's your story? The best story wins an iPod. associates with grants totaling over $5. Current examples of RTF's workshops and asset-building programs include the "Money School" and a Philippines’ Micro-enterprise Loan Progra
Happenings:Now. 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. the Red Tab Foundation has introduced proactive educational programs designed to enhance employees' financial skills and abilities.
People all around the world recognize the brand name. Levi’s does not provide any services like free delivery etc.
Levi’s products are considered as very expensive. Levi’s follows a high standard of quality. the long lasting products. As no discounts are present and products are sold at fixed prices many customers are lost.e. Levi’s products are unique and innovative in the style. A lot of variety is offered by Levi’s ranging from sunglasses to skirts and shirts. Therefore a large percentage of people are reluctant to buy the products.g.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
Levi’s enjoys high brand equity. The products are renowned and are considered as the most durable i. We conduct different surveys just to know the views of our consumers.
should also be given proper attention to gain customers. Although it does not have any competitor in Pakistan but it does have some competitors at the global level.
Along with the collection of above data . The questionnaire appeared like this:
Name(optional): Q#1 : State the extent to which you agree with the following statement: “Levi’s products provides a lot of satisfaction?”
The threats that Levi’s faces are the competitors. we also did a personal survey from the customers of Levi’s.Opportunities:
Levi’s can do more well in the women section. 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. The kid’s section. This section is give less importance as compared to the men section. A questionnaire was generated which was then distributed among the customers.
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 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. with out any hesitance:
Thank you for your cooperation!
By the help of above data we can conclude that Levi Strauss & Co.
From the survey we got the following statistical results: A) 60% of customers were completely satisfied B) 17% were somewhat satisfied C) 15% were neither satisfied nor dissatisfied D) 5% were somewhat dissatisfied E) 3% were completely dissatisfied
The pie chart we obtain from the data is :
completely satisfied somewhat satisfied neither satisfied nor dissatisfied
somewhat dissatisfied completely dissatisfied
. is no doubt a benchmark for the jeans makers all around the world.
The brand name of Levis is well recognized.
Levi’s pays its maximum attention to the men’s wear. We saw in the survey results that most people just to maintain their high status buy Levi’s products.RECOMMENDATIONS:
From the survey results and the data we collected from various peoples.
. Therefore that area is secured. Although the women section and kid’s sections are present but they are not full filling the requirements much.
If levi’s lower down its prices to some extent the sales volume could be increased to a very large extent. But the areas which levi’s lacks are comfort ability and inexpensiveness. sites we recommend levi’s to work on following areas First of all the Levi’s products are considered as the most durable product. As we saw in the survey that people who are somewhat dissatisfied or who are completely dissatisfied gave the reason of high prices.
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
. should be given attention to attract more customers. The kid’s section. which is just in start.