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Table of Contents


Page No.

Executive Summary







Vision Statement


Mission Statement


Aspiration Statement


Situation Analysis


Competitive Analysis


Current Market Need


SWOT Analysis


4 PS of Levi Strauss


Research Methodology


Research Design


Sampling Design


Data Collection


Tool and Techniques


Data Analysis


Key Planning Decision


Scanning Environment


Market Segmentation


Target Market


Marketing Mix


Product Attributes


Brand Positioning


Brand Personality


Features Analysis Chart








Media Strategy


Advertising Chart


Promotional mix and tools


Marketing Strategy






Earning Webcast




Executive Summary
This integrated marketing communications plan is designed for new advertising campaign
for Levis Strauss Company. Levis Strauss Company is manufacturer of jeans and many other
clothing products. Brands are very famous due to style and quality and people feel prestige
while using the products of Levis.
The plan includes introduction history of the company and it also includes promotion
analysis, corporate strategies, Objectives, relevant advertisings through different mediums
like TV, Radio, Newspapers, billboards, budgeting for the entire campaign etc. After then
evaluation and finally media plan has described.
The overall goals for this plan are:

To inform, persuade and remind the potential customers about its products

Increase awareness and build primary demand

To build strong brand equity.

Build Companys image as innovator.

To create bonds between public and Levi Strauss by helping the people.

To create the importance of its products


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 Strauss started the business at the 90 Sacramento Street address in San Francisco.
He next moved the location to 62 Sacramento Street then 63 & 65 Sacramento Street.
Jacob Davis, a Latvian Jewish immigrant, was a Reno, Nevada [6] tailor who frequently
purchased bolts of cloth made from denim from Levi Strauss & Co.'s wholesale house.
After one of Davis' customers kept purchasing cloth to reinforce torn pants, he had an
idea to use copper rivets to reinforce the points of strain, such as on the pocket corners
and at the base of the button fly. Davis did not have the required money to purchase a
patent, so he wrote to Strauss suggesting that they go into business together. After Levi
accepted Jacob's offer, on May 20, 1873, the two men received U.S. Patent 139,121 from
the United States Patent and Trademark Office. The patented rivet was later
incorporated into the company's jean design and advertisements. Contrary to an
advertising campaign suggesting that Levi Strauss sold his first jeans to gold miners
during the California Gold Rush (which peaked in 1849), the manufacturing of denim
overalls only began in the 1870s. The company then created their first pair of Levis 501
Jeans in the 1890s, a style that went on to become the world's best selling item of

Levi Strauss advertising sign

Modern jeans began to appear in the 1920s, but sales were largely confined to the
working people of the western United States, such as cowboys, lumberjacks, and
railroad workers. Levis jeans apparently were first introduced to the East during the
dude ranch craze of the 1930s, when vacationing Easterners returned home with tales
(and usually examples) of the hard-wearing pants with rivets. Another boost came in
World War II, when blue jeans were declared an essential commodity and were sold only
to people engaged in defense work.
Between the 1950s and 1980s, Levi's jeans became popular among a wide range of
youth subcultures, including greasers, mods, rockers, and hippies. Levi's popular shrinkto-fit 501s were sold in a unique sizing arrangement; the indicated size referred to the
size of the jeans prior to shrinking, and the shrinkage was substantial. The company still
produces these unshrunk, uniquely sized jeans, and they are still Levi's number one
selling product. Although popular lore (abetted by company marketing) holds that the
original design remains unaltered, this is not the case: the crotch rivet and waist cinch
were removed during World War II to conform to War Production Board requirements to
conserve metal, and was not replaced after the war. Additionally, the back pocket rivets,
which had been covered in denim in 1937 due to complaints they scratched furniture,
were removed completely in the 1950s. From a company with fifteen salespeople, two
plants, and almost no business east of the Mississippi in 1946, the organization grew in
thirty years to include a sales force of more than 22,000, with 50 plants and offices in 35
Expansion 1960s through 1980's later
From the early 1960s through the mid-1970s, Levi Strauss experienced significant
growth in its business as the more casual look of the 1960s and 1970s ushered in the
"blue jeans craze" and served as a catalyst for the brand. Levi's, under the leadership of

Walter Haas, Peter Haas Sr., Paul Glasco and George P. Simpkins Sr., expanded the firm's
clothing line by adding new fashions and models, including stoned washed jeans
through the acquisition of Great Western Garment Co.,(GWG), a Canadian clothing
manufacturer, acquired by Levi's. The acquisition lead to the introduction of the modern
"stone washing" technique, still in use by Levi Strauss. Simpkins is credited with the
company's record paced expansion of its manufacturing capacity from 16 plants to more
than 63 plants in the United States from 1964 to 1974 and 23 overseas. Levi's'
expansion under Simpkins was accomplished without a single unionized employee as a
result of Levi's' and the Haas family's' strong stance on human rights and Simpkins' use
of "pay for performance" manufacturing from the sewing machine operator level up. As
a result, Levi's' plants were perhaps the highest performing, best organized and cleanest
textile facilities of their time.
The Dockers brand, launched in 1986 which is sold largely through department store
chains, helped the company grow through the mid-1990s, as denim sales began to fade.
Dockers were introduced into Europe in 1996. Levi Strauss attempted to sell the Dockers
division in 2004 to relieve part of the company's $2.6 billion outstanding debt.

Levi's 506 inside

A Levi's outlet store in Canada

By the 1990s, the brand was facing competition from other brands and cheaper
products from overseas, and began accelerating the pace of its US factory closures and
its use of offshore subcontracting agreements. In 1991, Levi Strauss faced a scandal
involving pants made in the Northern Mariana Islands, where some 3% of Levi's jeans
sold annually with the Made in the USA label were shown to have been made by Chinese
laborers under what the United States Department of Labor called "slavelike" conditions.
Today, most Levi's jeans are made outside the US, though a few of the higher end, more
expensive styles are still made in the U.S.
Cited for sub-minimum wages, seven-day work weeks with 12-hour shifts, poor living
conditions and other indignities, Tan Holdings Corporation, Levi Strauss' Marianas
subcontractor, paid what were then the largest fines in U.S. labor history, distributing
more than $9 million in restitution to some 1,200 employees. Levi Strauss claimed no
knowledge of the offenses, then severed ties to the Tan family and instituted labor
reforms and inspection practices in its offshore facilities.
The activist group Fuerza Unida (United Force) was formed following the January 1990
closure of a plant in San Antonio, Texas, in which 1,150 seamstresses, some of whom
had worked for Levi Strauss for decades, saw their jobs exported to Costa Rica. During
the mid- and late-1990s, Fuerza Unida picketed the Levi Strauss headquarters in San
Francisco and staged hunger strikes and sit-ins in protest of the company's labor

The company took on multi-billion dollar debt in February 1996 to help finance a series
of leveraged stock buyouts among family members. Shares in Levi Strauss stock are not
publicly traded; the firm is today owned almost entirely by indirect descendants and
collateral relatives of Levi Strauss, whose four nephews inherited the San Francisco dry
goods firm after their uncle's death in 1902. The corporation's bonds are traded publicly,
as are shares of the company's Japanese affiliate, Levi Strauss Japan K.K.
In June 1996, the company offered to pay its workers an unusual dividend of up to $750
million in six years' time, having halted an employee stock plan at the time of the
internal family buyout. However, the company failed to make cash flow targets, and no
worker dividends were paid. In 2002, Levi Strauss began a close business collaboration
with Walmart, producing a special line of "Signature" jeans and other clothes for
exclusive sale in Walmart stores until 2006. Levi Strauss Signature jeans can now be
purchased at several stores in the US, Canada, Australia, New Zealand, India, Pakistan
and Japan.
According to the New York Times, Levi Strauss leads the apparel industry in trademark
infringement cases, filing nearly 100 lawsuits against competitors since 2001. Most
cases center on the alleged imitation of Levi's back pocket double arc stitching pattern
(U.S. trademark #1,139,254), which Levi filed for trademark in 1978. Levi's has
successfully sued Guess?, Polo Ralph Lauren, Esprit Holdings, Zegna, Zumiez and Lucky
Brand Jeans, among other companies.
By 2007, Levi Strauss was again said to be profitable after declining sales in nine of the
previous ten years. Its total annual sales, of just over $4 billion, were $3 billion less
than during its peak performance in the mid-1990s. After more than two decades of
family ownership, rumors of a possible public stock offering were floated in the media in
July 2007. In 2009, it was noted in the media for selling Jeans on interest-free credit, due
to the global recession.[25][26] In 2010, the company partnered with Filson, an outdoor
goods manufacturer in Seattle, to produce a high-end line of jackets and workwear.
On May 8, 2013, the NFL's San Francisco 49ers announced that Levi Strauss & Co. had
purchased the naming rights to their new stadium in Santa Clara, California. The naming
rights deal calls for Levi's to pay $220.3 million to the city of Santa Clara and the 49ers
over twenty years, with an option to extend the deal for another five years for around
$75 million
Today, the Levis brand is an authentic American icon, known the world over. Levi
Strauss started it 150 years ago & forever earned a place in history. In 1847, Levi

Strauss, his two sisters & mother sailed for America where they joined half-brothers
Jonas & Louis in New York. Levi joined their dry goods business. In 18are offering many
products according to different segments defined further under segmentation. They are
doing business all over the world and expanded their outlets throughout the world. On
the other side they are manufacturing their jeans and other products through
outsourcing from different countries. In Pakistan Crescent Bahuman Ltd and Nishat Mills
are their main manufacturers. The brands that are offering by them are given below
under product offer.
Product Offerings:
By segmenting their target market they are offering different products to different
consumers detail is given below:

The products of Levi Strauss & Co are sold under three brands:


Invented in 1873, Levi's jeans are the original, authentic jeans. They are the most
successful, widely recognized and often imitated clothing products in the history of
apparel. Levi's jeans have captured the attention, imagination and loyalty of
generations of diverse individuals. As the inventor of the category, the Levis brand
continues to define jeans wear with widest range of products available from
quintessential classics, such as the famous Levi's501 Original jean to favorite fits
and styles in our Red Tab and Levi's Premium collections.


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. Dockers Khakis quickly became the No. 1
khaki pant brand in the United States .In 1988, the brand launched Dockers for
Women, a feminine interpretation of Dockers brand apparel. The line offers
fashionable tops, dress and casual pants and a full range of accessories designed to
fit a variety of different body types and sizes. Today, the Dockers brand has expanded
to more than 50 countries in every region of the world with a complete assortment of
stylish and innovative products including a full line of tops, footwear, outerwear and
accessories for a broad range of consumers.

Levi 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, affordable and fashionable jeans wear from a company and name they
trust. The Levi Strauss Signature brand includes a collection of denim and non-denim

pants, shirts, skirts and jackets for men, women and children.All designed with the high
Other Products offerings










Levi Strauss & Co. has four major core values. These are
1. Empathy
2. Originality
3. Integrity
4. Courage
Levi Strauss & Co. says,

Our corporate values -- empathy, originality, integrity and courage -- are the foundation
of our company and corporate values -- empathy, originality, integrity and courage -are the foundation of our company and define who we are. They underlie how we
compete in the marketplace and how we behave. Define who we are. They underlie how
we compete in the marketplace and how we behave.


Meaning:A Vision Statement defines what your business will do and why it will exist tomorrow and
it has defined goals to be accomplished by a set date. A Vision Statement takes into
account the current status of the organization, and serves to point the direction of
where the organization wishes to go.
Your Vision Statement is a marketing tool and a business development tool because it
announces your companys goals and purpose to your employees, suppliers, customers,
vendors, and the media.

Vision Statement of Levis

When LS & Co. describe the future of Levi they are talking about a building on the
foundation they have inherited: affirming best of their Companys tradition, closing gaps
that may exist between principles and practices and updating some of their values to
reflect contemporary circumstances.

Meaning of Mission Statement
A mission statement defines what an organization is, why it exists, its reason for being.
At a minimum, your mission statement should define who your primary customers are,
identify the products and services you produce, and describe the geographical location
in which you operate.
If you don't have a mission statement, create one by writing down in one sentence what
the purpose of your business is. Ask two or three of the key people in your company to
do the same thing. Then discuss the statements and come up with one sentence
everyone agrees with. Once you have finalized your mission statement, communicate it
to everyone in the company.
It's more important to communicate the mission statement to employees than to
customers. Your mission statement doesn't have to be clever or catchy--just accurate.
If you already have a mission statement, you will need to periodically review and
possibly revise it to make sure it accurately reflects your goals as your company and the
business and economic climates evolve. To do this, simply ask yourself if the statement
still correctly describes what you're doing.
If your review results in a revision of the statement, be sure everyone in the company is
aware of the change. Make a big deal out of it. After all, a change in your mission
probably means your company is growing-and that's a big deal.
Once you have designed a niche for your business, you're ready to create a mission
statement. A key tool that can be as important as your business plan, a mission
statement captures, in a few succinct sentences, the essence of your business's goals
and the philosophies underlying them. Equally important, the mission statement signals
what your business is all about to your customers, employees, suppliers and the
The mission statement reflects every facet of your business: the range and nature of the
products you offer, pricing, quality, service, marketplace position, growth potential, use
of technology, and your relationships with your customers, employees, suppliers,
competitors and the community.

Mission Statement of Leviss

The mission of Levis Strauss & Co. is to sustain responsible commercial; success as a
global marketing company of branded apparel. We must balance goals of superior
profitability and return on investment, leadership market positions, and superior
products and services. We will conduct our business ethically and demonstrate leader
ship in satisfying our responsibilities to our communities and to society. Our work
environment will be safe and productive and characterized by fair treatment, teamwork,
open communications, personal accountability and opportunities for growth and


They want a company that make them proud of and committed to, where all employees
have an opportunity to contribute, learn, grow and advanced based on merit, not politics
or background. They want their people to feel respected, treated fairly, listened to and
involved. Above all, they want satisfaction from accomplishments and friendships,
balanced personal and professional lives, and to have fun in our endeavors.

Situation Analysis

Situation Analysis
Levi Strauss and Company is approaching to the saturation of Jean Market. The fast
changes in the consumer tastes, competition from both lower and high-end brands, the
fast development in the modern distribution and sales technology has brought a
continuous lose of market share.
A new series of Engineered Jeans has been developed and launched as part of program
intending to meet the needs of their major target, in order to regain lost marker share
and maintain their position the industry. Their expertise in Jeans and causal dress
industry will be fully exploited at world basis.
This year, they intended to strengthen the promotion of this new brand. Certain
resources will be allocated to their existing brands, to maintain market share of 501,
enlarge market share of Dockers and slates. Communication with their customers is
important for us. They will also improve their relation with them, and track the changes
in the taste and need of their main target market. Information system will also be
improved to enhance their ability to adapt the market change.
On the other side in the Pakistan Levi Strauss & Co is facing few problems. Here due to
decrease n the income level of the people people are not in this condition to buy high
priced products of Levi Strauss & Co. Other issue is that the local manufacturers use the
tag of highly reputed brands thats why consumer traped and purchase these products.

Completive Analysis:
Levi Strauss & Co. was threatened by competition, because barriers of entry were
relatively low in the jean market. (excluding the of entry were relatively low in the jean
market. (excluding the patent) patent)

Some of Levi Some of Levis competitors include: s competitors include:

Calvin Klein
Gap Jeans
Denim Jeans
Stone age

Tommy Hilfiger

The entrance of new competitors had many effects on Levis.

Levis no longer has monopoly power so now they have to set more competitive
prices due to that lower profits they gain.
Availability of substitutes firm faces increase in elasticity of demand
The prices of competitors products are lower so consumers prefer other brands.
So when their consumers purchase products from the competitors its minimizes
its market share.
Competitors successfully were able to take from Levis market due to heavy
advertising and branding. . Branding was especially effective for companies like
Calvin Klein that targeted high-end consumers.
Some of the marketing strategies that competitors like Calvin Klein used to
differentiate their product and brand included:
Celebrity endorsements (Calvin Klein and Brooke Shields)
Up Up-to to-date European product designs (low rise, tighter)
Advertise jeans as designer.
These advertisements were used as a barrier to entry, because of spurious
product differentiation.

Although Levis jeans may physically the same as its

competitors, consumer preferences are affected by brand name.

Current Market Need:

Its not just how good a product is that determines if consumers will buy it. Many people
find themselves motivated by several factors when that all-important decision to
purchase a specific product is made. For us it is as simple as comparing the prices, but
many others there are many emotional factors that weigh heavily on their decision.
Does this product make me feel good about myself? What image does this product
present me with? What effect will owning this about myself? Consumers ask themselves
questions such as these when making decisions about whether or not to buy something.

Do people want to be like someone they see in as advertisement? This question is the
basis for marketing, particularly in the clothing industry. Buyers over the years have
liked the rugged. Confident, individualistic and laid back image that Levis give them.
This image, which has been created through the companys intelligent marketing
scheme, has allowed to company to maintain its prosperity over the year.

SWOT Analysis:
A SWOT analysis (alternatively SWOT matrix) is a structured planning method used to
evaluate the strengths, weaknesses, opportunities, and threats involved in a project or
in a business venture. A SWOT analysis can be carried out for a product, place, industry
or person. It involves specifying the objective of the business venture or project and
identifying the internal and external factors that are favorable and unfavorable to
achieve that objective. The technique is credited to Albert Humphrey, who led a
convention at the Stanford Research Institute (now SRI International) in the 1960s and
1970s using data from Fortune 500 companies.[1][2] The degree to which the internal
environment of the firm matches with the external environment is expressed by the
concept of strategic fit.
Setting the objective should be done after the SWOT analysis has been performed. This
would allow achievable goals or objectives to be set for the organization.
Strengths: characteristics of the business or project that give it an advantage

over others.
Weaknesses: characteristics that place the business or project at a disadvantage

relative to others
Opportunities: elements that the project could exploit to its advantage
Threats: elements in the environment that could cause trouble for the business or

Identification of SWOTs is important because they can inform later steps in planning to
achieve the objective.
First, the decision makers should consider whether the objective is attainable, given the
SWOTs. If the objective is not attainable a different objective must be selected and the
process repeated.
Users of SWOT analysis need to ask and answer questions that generate meaningful
information for each category (strengths, weaknesses, opportunities, and threats) to
make the analysis useful and find their competitive advantage.

SWOT Analysis for Levis

Bases on the Levis Strauss unique resources and capabilities as to be the first mover in
the industry and one of the ten top US recognized brand name has continue developing
new products (as the Jacket with MP3) and looking after new markets this will allow to
adapt to the fast consumers taste changes and to move away from the saturation of the
jeans market.

Pioneer in Jeans
Levis enjoys high brand equity. People all around the world recognize the
brand name.
Levis products are unique and innovative in the style.
A lot of variety is offered by Levis ranging from sunglasses to skirts and
The products are renowned and are considered as the most durable i.e.
the long lasting products.
Levis follows a high standard of quality.
Expertise in jeans industry
Finance and access to international markets
Its highly expertise and intelligent management
Distribution channels and Global sourcing

Levis products are considered as very expensive. Therefore a large
percentage of people are reluctant to buy the products.

As no discounts are present and products are sold at fixed prices many
customers are lost.
Levis does not provide any services like free delivery etc
Lack of control on distribution decisions ( Retailers pressure to stop selling
on web)

Levis can do more well in the women section. This section is give less
importance as compared to the men section.
The kids section, which has been started from few years, should also be
given proper attention to gain customers.
Sales promotion can be increased by increasing the advertisements
expenses so as to enjoy a large number of customers.
Low manufacturing and production cost in various international markets
like Pakistan and Bangladesh.


Saturation of jeans market.

Local competitors in expanded markets

The threats that Levis faces are the competitors. Although it does not have any
competitor in Pakistan but it does have some competitors at the global level.

Fast change in the consumer taste.

Economic downfall in many countries like Pakistan.

4Ps of Levis Strauss

It can be simply defined as: The currency value charged to a Client by the company for a
product or service. Is one of the most important elements of the marketing mix, as it is the only
mix, which generates a turnover for the organization? The remaining 3p's are the variable cost for
the organization. It costs to produce and design a product, it costs to distribute a product and
costs to promote it. List Price:

Their all products are sold at listed price, which are settled by the LevisCompany (Singapore).
There is no discount to offer Credit Sales:
They also deal with credit sales, but we dont overcharges to the customers, we pay it our self to
the bank (3 %). Products are only sold for cash or on credit cards Discount:
They dont give the discount to our customers even to the employees of the Levis. Their prices
are fixed.
Payment Period & Credit Terms: Payment Period & Credit Terms are settled by the company.
Price Determination:
During the determination of the price company not considered the competitors, but the standard
that is used is considered .Their price is influenced by the following factors:- able for the target
Demand of the product Uniqueness and innovative features of the products.

Red tab jeans offers traditional cuts
Silver Tab jeans define fashion looks with a background of quality
Levis jeans expanded its fashion designs not only in men and women apparels,
but also in kids wear.

Vast distribution channels spread all over the world
In Asia it has the brand distribution in the countries like China, Guam, India & Japan In India, its
products are distributed by Mayur marketing, which is headquartered at New Delhi.

Aggressive campaigns
Launch and promotions are coordinated with licenses in various countries
Advertisements through mass media such as print and electronic transmission bell
boards and on the internet are some of LEVIS way of ra among the consumers.

Mode of sourcing
Levis works with direct sourcing in INDIA
LEVIS signs a contract with all the supply chain suppliers with a major focus on sustainability
and eco-friendly goods.
Cotton, Fabric, Product Suppliers, Distribution, Retail.

Supply chain
FIBRE-More than 95% of all Levis products are made with cotton grown in the U.S., China,
India, Pakistan, Turkey or one of the many other countries where cotton is farmed.
FABRIC-Once the cotton leaves the fields, it is spun and made into fabric by mills around the
LEVIS generally do not purchase fabric directly from the mills, but takes important steps toward
partnering with them in their drive toward sustainability.
. Product suppliers

LEVIS is committed to Responsible Global Sourcing.

LEVIS contract production from manufacturing suppliers that cut, sew, finish and wash our
Hence they build sustainability directly into the contracts.

Once the garments are ready for ship ment , LEVIS distributes them through their own logistics
The INDC is generally the head office at US.

Suppliers from India

Alpine Apparels Pvt Ltd Bangalore
Ambattur Clothing Company - Chennai
Aviram Knitters Tirupur
GO International Tirupur
BEST Garments Tirupur
Bombay Rayon Bomba
Casual garments Tirupur
EXIM Clothing Tirupur

Levis has more than 5,000 trademark registrations and pending applications in approximately
180 countries The Levis, Dockers, the Arcuate Stitching Design, the Tab Device, the Two
Horse Design and the Wings and Anchor being the core of all.

Levis brand launches 100% organic cotton jeans. Red Tab and, the recently launched,
Levis Capital E lines. The jeans will be identified as Levis.

Problem Statement
i) Are Levis jeans users satisfied with what the company is offering?
ii) What measures need to be adopted to increase their current level of satisfaction towards
Levis jeans?

Research Methodology

In this review of available information about a brand, the primary objective is to generate hypothesis concerning the
key assets of the brand that are likely to mediate its equity. These hypotheses will help guide and frame the
measures of brand equity that should be used in any research that is conducted. Also, depending upon the brands
marketing strategy; a researcher may also want to consider the information under review in light of other potentially
related issues, for example: possible line or brand extension. Up to this point the discussion has cantered on those
things it is necessary to understand before actually measuring brand equity. Now it is time to choose appropriate
measures about customer satisfaction and preferences.. First, a number of techniques should be used to gain an
understanding of its nature.

Research design
Research Design specifies the methods and procedures for conducting a particular study. A
Research Design is the arrangement of conditions for collection and analysis of the data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
Research Design is broadly classified into three types as
Exploratory Research Design
Descriptive Research Design
Hypothesis testing Research Design
On the basis of the objective of study, the studies which are concerned with describing the
character tics of a particular individual, or of a group of individual under study comes under
Descriptive Research Design.

Descriptive Research Design: In this research design the objective of study is clearly
defined and has accurate method of measurement with a clear cut definition of population which
is to be studied.
A research design is purely and simply the focus of the study in on studying the banner
advertising is conclusive in nature that guides to the collection and analysis of data. The
descriptive research design has been used in this project, because consumers feedback was
necessary for obtaining the data.

Formulating the research problem

Two steps are involved in formulating the research problem:
Understanding the problem
Rephrasing the problem into meaningful terms from an analytical point of view

Sampling design
A Sample Design is a definite plan for obtaining a sample from a given population. It refers t the
technique r the procedure adopted in selecting items for the sample. The main constitution of the
sampling design is as below Sampling Unit
Sample Size
Sampling Procedure

Sampling unit
A sampling framework i.e. developed for the target population that will be sampled i.e. who is to
be surveyed
Retailers, Customers, Working people, school students, unemployed and housewives i.e.
males and females irrespective of their education level.

Sample size
It is the substantial portion of the target population that is sampled to achieve reliable
results.200------- respondents.

Sampling procedure
The procedure to choose the respondents to obtain a representative sample, a non-probability
sampling technique is applied for the target market.

Non-Probability Sampling
It is a purposive sampling which deliberately chooses the particular units of the universe for
constituting a sample on the basis that the small mass that they so select out of a huge one will be
typical or representative of the whole.
The sampling used for this study was probability sampling. Since the study is only meant for
certain specific categories within the total population, a stratified random sample was used.
Three groups of categories have been taken into account viz. students professionals and general
public. Random Sampling (fill up the questionnaire)

Data collection
Primary data
The primary data are those data, which are collected afresh and for the first time. And happen to be
original in character. The primary data to be collected for the study are-

Questionnaire .A set of questionnaire is prepared for the cause of collecting different information
related to the pre-determined objectives
Secondary data
Secondary data was obtained from journals, magazines newspapers, books and the internet.

Research instrument
For doing the survey research, structured questionnaire with both open ended and close ended
questions were used.

Place of study
The study and survey is done in national capital region only.

Tools and Techniques

Data Collection: Collection of data constitutes the first step in a statistical investigation. Utmost care
must be exercised in collecting data as because they form the foundation of statistical method. If data
are faulty, the conclusion drawn can never be reliable.
1. Types of Data: Generally data are of two typesa) Primary Data: The data which are originally collected by an agency for the first time for any
statistical investigation are said to be primary data.
b) Secondary Data: The data which have already been collected by some agency and taken over from
there and used by any other agency for their statistical work are termed as secondary data. So in simple
if a primary data collected for a statistical investigation are used in other statistical investigation then
those data are called as secondary data.
2. Tools and Techniques of Data or Information Collection: The primary data or information can be
collected by the following meansa) Observing Behaviors of Participants: This method specifies the conditions and methods at making
observation. In this method, the information is sought by way of investigators own direct observation
without asking from the respondent. The main advantage of this method is that subjective bias is
eliminated, if observations are done accurately. It is the most commonly used method especially in
studies relating to behavioral science.
b) Questionnaire Method: Under this method, a list of questions pertaining to the survey (known as
questionnaire) is prepared and sent to the various informants by post. The questionnaire contains
questions and provides space for answer. A request is made to the informants through a covering letter
to fill up the questionnaire and sent it back within a specified time. The respondents have to answer the
questions on their own. The questionnaire can be delivered directly hand by hand, through surface post
or as an electronic questionnaire.
c) Interview Method: This involves listening to or integrating informants. The interview method of
collecting data involves presentation of oral-verbal stimuli and reply in terms of oral verbal responses.
So, under this method of collecting data, there is a face to face contact with the persons from whom the
information is to be collected. The interviewer asks them question pertaining to the survey and collects
the desired information. This method can be used through personal interview, telephone interview,
Chat, Audio Conferencing, Video Conferencing, etc. The interview can be structured, semi structured or
open interview.
d) Schedules Method: In this method of data collection, the ennumerator or interviewers who are
specially appointed for the purpose along with schedules, go to the respondents, put to them the
questions from the Performa in the order the questionnaire are listed and record the replies in the space
meant for the same in the Performa. In certain situation, schedules may be handed over to respondents
and ennumerators may help them in recording their answer to various questions in the said schedules.
Ennumerator explains the aims and objectives of the investigation and also removes the difficulties
which respondents may feel in relation to understanding the implication of a particular question or a
definition or concept of difficult term. This method has the advantage over the questionnaire method in
the sense that the respondents have no scope to misunderstand any question and thereby putting
irrelevant answer.

e) Information from Correspondents: Under this method, the investigator appoints local agent or
correspondents in different places to collect information. These correspondents collect and transmit
information to the central office where the data are processed. The special advantage of this method is
that it is cheap and appropriate for extensive investigation. However, it may not always ensure accurate
results because of the personal prejudice and bias of the correspondents. Newspaper agencies generally
adopt this method.
Besides the above methods, nowadays many big companies also follow some other method for
primary data collection like warranty card, Distributor or Store Audit, Consumer Panels, Projective
Techniques, Depth Interview, Content analysis, etc.
In most of the studies the investigator finds it impracticable to collect first hand information on
all related issues and as such he/she makes use of the data collected by others. The secondary data can
be collected by way of examining historical and other records, literature and proverbs. If data available
in secondary sources are reliable, suitable and adequate then only the secondary data should be

Data analysis
Descriptive Data analysis

S. No





Age group



















Up to 10+2






Above 45



post Graduate








Above 1000000




Numero Uno





Preferable Brand

Tommy Hillfigure

The data from our survey has been given above.


Analysis of customer Age group

Fig 1.2



Age Group



In the above chart the customer whose age is between18-25,percentage is 39%.The customer
whose age is between 26-35, percentage is 36%.The customer whose age is between 3645,percentage is 15%.And the customer whose age is above 45, percentage is 10%.We can say
that youngsters are more brand conscious than other age group people.

Advertising Plan of Levis Strauss Company

Once the firm has identified its market-segment opportunities, it has to decide
how many and which one to target. Levi Strauss has oppertunies in different
segmentation. They target its market according to their brands and relating
segmentation. In evaluating different market segments, the firm must look at two
factors: the segments overall attractiveness and the companys objective and
Because we are making advertising plan to keep the market of 501 JEANS
targets its market by evaluating different segments. Mostly Levis targets its
market among the following classes:

Upper Class
People who belong to this class they always to experience those products
which provide them prestige and quality products. Due to high income
class they do not consider the price factor. So Levis is the brand that has
eared popularity throughout the world and it is symbol of prestige and
quality which is demanded by this class. So Levi Strauss Company is
targeting this class and people from all age rang and both genders will be
targeting from this class.

Upper Middle Class

In this class people having good education professionals and corporate
executives and business owners belongs. They have a great touch with the
world and have good income. They can afford to wear costly products. So
people from this class will also targeting.

Advertising Plan of Levis Strauss Company

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. Through
their good quality products and best services they always attract customers.

Benefits of Segmentation:
Levis has got customer oriented approach by segmentation.
Company is promoting its products effectively within segments by print media as
well as electronic media, e.g. Newspapers, Signboards, Television commercials,
Internet, etc. Company is providing their customers with stylish better quality
and different product keeping in view its cost.

Conditions for effective segmentation:

JEANS is fulfilling the conditions for effective segmentation.
Segments are strong enough to make profit.
Segments of company are measurable

Limitation of Segmentation:
Because of segmentation, Levis faces some limitations.
Lack of awareness in middle class.
Company has to pay extra cost for multi-advertisement.
In Pakistan they have to face several Cultural Barriers.

Marketing Research:

Advertising Plan of Levis Strauss Company

According to Levis marketing logistic manager, their company conducts a

research to know

Whats in trend?

What are the needs of customers?

Sources of Data:
Levis gathers data from both primary and secondary sources. Secondary data is
already available in the company. To gather primary data, they organize radio
shows and music concerts by sponsoring.


Advertising Plan of Levis Strauss Company

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, place and promotion. Note that the four Ps represent
the sellers view of the marketing tools available for influencing buyers.

Product means set of tangible and intangible attributes which may include
packaging, color, price, quality and brand plus the sellers services and
reputation. A product may be a place, service, good or promotion.

Brand is a name, term, sign, symbol or design that adds value to the products. LS
& CO. earns remarkable revenues throughout the year coz its products are
considered to be the worlds largest quality products.LS & CO. is basically divided
into 3 sub brands i.e. Levis, Dockers and Levis Strauss Signature. All the three
brands are providing different quality products.

Products are usually considered to be the No.1 factor contributing towards
building goodwill of a firm. A product should be unique, durable, reliable,
comfortable and economical. Following are some of the basic attributes of
LS&CO.S product





Advertising Plan of Levis Strauss Company


Levis products today are perceived by many as a symbol of youth, freedom,
confidence, individualism, independence & comfort. LS & CO. provides a wide
variety of products including:

We are much proud to say with surety that our products completely satisfy our
consumers, thats why we dont face much competition in our business. But yet
there are some competitors e.g.


GAAP Jeans

Stone age

Tommy Helifiger

Our prices are not influenced by the competitors.

Such a stuff, design and fashion which dont have the enough sales are
recall back to the company.

Brand Positioning:
Positioning differs between countries and market segments. For example, in
America and much of Europe the emphasize is on jeans as casual attire. In
contrast, Pakistanis wears indicates to social fashion awareness and high status,
For adolescents and youngsters adults (14 to 24) who want casual attire,
engineers jeans by Levis provide a unique fit and functional status, unlike other

Advertising Plan of Levis Strauss Company

Brand Personality of Levis:

Brand personality is a set of human charectraristics associated with a brand.
Personality is how the brand behaves. Refers to the outcome of all the
consumers experiences with the brand, in other words, the brand personality is
the weighted average of previous impressions. In the consumers mind, these
impressions merge to form an overall concept of what to expect from brand.
We can define brand personality of Levis as Rebellion, sensuality and
being cool.

Advertising Plan of Levis Strauss Company











to Levis



Stone Age T H








Competitive Advantages
Levis never compromises on quality.
Levis products are available in cities and towns where it has more
Levis is using the latest technology in its production units.
Levis offers a wide range of products available in its outlets.

Advertising Plan of Levis Strauss Company

Execution Plan

TV Advertisement

Levis is very famous all over the country, people who wears jeans almost know
that Levis products are very unique and a name of quality and prestige. For the
advertising campaign of Levis, a ad is also made in order to give a live message
to the audience about that the people who wears jeans should only wear LEVIS
jeans because the actual jeans only made by them . In the ad initially we have
not shouted a video ad as run in the foreign countries because in this phase we
only want to tell people that JEANS IN LEVIS. Our message through our ad
campaign will force people to think that the jean that they wear is not the actual
jeans. In our ad we have shown just products especially jeans pints by using the
photos to show people the offerings of Levis.

Print Media

For fashion magazines and newspapers LS&Co. is a target due to its grand brand
equity ,it has become a benchmark for all the others to follow. The newspaper
gives a coverage to the social events in which LS &Co takes part with great
interest. Whereas fashion magazines are always dealing with the gorgeous
models working with LS& Co and the unique outfits of the models


Advertising Plan of Levis Strauss Company

Because students and young blood is one the main segment of our campaign and
now a days radio is very important mean to reach them because due to short
time to see TV and availability of FM radio in almost every cell phones model we
can easily send our message. The musical ad that will give the message about
the outlet and the latest products availability will be delivered through the radio.
The message will again remind the target audience our core message that

Levis provides up-to-date information to their customers through electronic
media i.e. from their website.

Billboards & banners:

The same print media ad will be show in these selected medium to create long
term brand loyalty. The billboards having pictures of products will be displays on
the important places of major cities where outlets are opened. The message that
will shown through billboards and banners will again the same that JEANS IS
LEVIS. When people see this message again and again where they go they will
definitely feel that the jeans they wear is not the actual jeans and they will rush
towards the Levis outlets to have the real jeans.


Advertising Plan of Levis Strauss Company

After implementation our plan our next step that is very important is to evaluate
our campaign to check our track whether we are going towards the right
direction which we planned or our targets will not achieve through this campaign.
The evaluation strategies that will be use are
1. Before execution
2. After Execution
Now we tell you how this evaluation will be run.

Before Execution:
Before execution evaluation strategy helps to make decision wither we should
run this ad or not. Many factors have to observe and after evelating the elements
that were under observation decisions are made. Before execution we will
observe our ad on different perameters that are given below:

Storyboard Idea:
For TV ad this methodology is very effective. Ad has being evelauted that what
message is being conveyed and what results or how effective the message is.
The actual purpose of this methodology to check that the message we have
developed through our ad is receiving in the same sense or not.

Behavior Analysis:
This strategy has made to check the behavior of people when the ad has being
exposing to them. Observers are there to watch the behavior and expressions of
viewers and see whether they are receiving the actual idea and how they
perceive the ad.

Questionnaire Technique:
In this method ad has exposed to viewers and then asked them to answer the
questions given in the quetionair and then match the answers with the

Advertising Plan of Levis Strauss Company

benchmark answers. If the answers are matcing with the benchmark answers
then the ad has worked.

After execution:
After execution evaluation used to check wether the compieghn is getting the
planned outcomes or not. Few methodologies used to evaluate the ad. Those
techniques are given below:

Sales volume:
After the execution sales have checked. The sales of 30 days after execution of
ad has compared with the previous few months sales volume if the sales volume
has increase then the ad has done what we are expecting from it.

Feelings analysis:
After execution of ad the feelings of people about the brand will also check.
Whether the campaign has created the good image of the brand or not.

Results of Evaluation:
After the evaluation phase we evaluate that the desires results that we were
expecting from our campaign are meeting. The sales volume has increase and
the popularity of the product has also increase. The customers who were
detracted by the competitors were coming back. The purpose of campaign to tell
the people that the JEANS IS LEVIS and making this phrase very popular among
the consumers is achieving through this campaign.

Advertising Plan of Levis Strauss Company

Levis is not only advertising on Television but they are also advertising on radio.
They play the vocal ads on Fm 90 and 89. Advertising on radio is basically for the
people who are on roads; on the other side young generation is very good
listener of fm. Due to fm availability in the cell phones, so the message can be
easily convey to them through this medium. These ads would be played 20 times
a day on hourly Basis in form of Time Check and after every time check the vocal
message of Levis will announced.

Total Cost per city:

Total Cities covered:

Total Cost:









Advertising Plan of Levis Strauss Company

Billboards & banners:


Billboard of different sizes will be displayed in major shopping areas and locations
near to outlets.
Budget for Billboards: 10000000

Advertising Plan of Levis Strauss Company

Budget for Print Media:

Print media is big mean to convey our message to the larg number of people. For
that the newspapers like DAWN, The Nation, The News, Jang, Express, and Nawae-Waqt are the newspaper on which the advertisement will be shown. Rates and
size are given below:

Advertising Plan of Levis Strauss Company

Name of

No. of ads

Size of

























Advertising Plan of Levis Strauss Company

Media Strategy

Advertising Plan of Levis Strauss Company

Media Strategy:
Media strategy is choice of media to attain desire results from the ad. If our ad
made superb but we fail to select the right media for our ad we cant successful.
We selected the media for few basis, these basis are given below:

Reason to choose Hum TV:

Our target market is not only men or boys we are targeting ladies and children as
well because of wide product range for both genders and all age levels. The
bases of choosing hum TV are:
Very popular Home entertainment
Has a good market share
Young girls and ladies watch dramas and the dramas of Hum TV are very
popular among them.

Reason to Choose Geo News and Express News:

Now a days Geo News and Express News are most popular news channels and
almost every one watch these channels on routine basis. The time we have
chosen for our ad is very perfect coz the programs like Aj Kamran Khan k Sath
and Mere Mutabiq programs on Geo News are very popular and Kal Tak by Javed
Ch is also most viewed TV show. On the other hand they cover a big market share
and message through these channels can reach to maximum audiance. So for
these most important reasons we choose these channels and these programs.

Advertising Plan of Levis Strauss Company

Reason to choose Ten Sports:

No doubts currently Geo sports has launched by the Geo group but this channel
due to live broad casting of all cricket series has same popularity among the
market we are targeting. During the matches almost whole the target market is
capture by the single match and ad will be rum after every 2 or three over which
will again and again reinforce our message that is Jeans is Levis with our ad that
will definitely force to think people about to make a purchase for the actual Jeans.

Reasons to Choose Newspapers:

The reason to choose newspapers is, we can attract more target audience
because the market we are targeting is a regular reader of newspapers and on
the other hand people of all income levels, education and profession read
newspapers and it covers a big target market. The printer ad on from pages with
eye catching color scheme and latest designs and trends of jeans are shown to
target audience with our same reinforcement message that Jeans is Levis. The
basic purpose for chosen newspaper is because it gives single thought for the
one topic. When people see again and again our message with our latest styles
and message definitely they will rush towards the outlets for having the actual

Reason to Choose Billboards:

Billboards are the very good medium to convey our message to the target
audience. When we display our big billboards on the most famous location which
covers the most important places definitely is will work.

Reason to choose Radio:

Currently we can deliver our message to the large target audience through this
meodium. People while driving, walking, sleeping almost evrytime they listen
radio. So the message can be deliver through the radio easily.

Advertising Plan of Levis Strauss Company

Levi's marketing style has often made use of old recordings of popular music in
television commercials, ranging from traditional pop to punk rock. Notable
examples include Ben E King ("Stand By Me"), Percy Sledge ("When a Man Loves
a Woman"), Eddie Cochran ("C'mon Everybody!"), Marc Bolan ("20th Century
Boy"), Screamin' Jay Hawkins ("Heart Attack & Vine"), The Clash ("Should I Stay
or Should I Go?"), as well as lesser known material, such as "Falling Elevators"
and "The City Sleeps" by MC 900 Ft. Jesus and "Flat Beat" and "Monday
Massacre" by Mr. Oizo.
Many of these songs were re-released by their record labels as a tie-in with the
ad campaigns, resulting in increased popularity and sales of the recordings and
the creation of iconic visual associations with the music, such as the use of a
topless male model wearing jeans underwater in the 1986 adverts featuring
"Wonderful World" and "Mad about the Boy" and the puppet, Flat Eric, in the ads
featuring music by Mr. Oizo.

Advertising Plan of Levis Strauss Company

Screen clipping taken: 4/25/2014, 8:58 PM

Advertising Plan of Levis Strauss Company

Promotional Mix and tools

The print campaign (appendices A) seeks to remind and persuade the potential
consumers, build brand image, and create relationship between public and
Levis and Company. Levis and Co. tends to attract the attention of
people and delivery the brand identity to viewers through prints, photographs,
and words. Those prints advertising express the image that people live in their
daily life or the poster will be attached on the wall in their rooms. Due to the
theme of campaign is to bring hope, future, and optimism for youth, workers, and
labors. These images were shown in magazines and on billboard and were
created to demonstrate the brands ideal. The photographs encourage young
people to pursue their dream through words and slogans (Fig. 1) and enhancethe
level of workers in society (Fig. 2). is our time, All I need is all I got, o the best you
can and donot look back, Will work for better times, This country was not built by
men in suits, We are all workers above slogans are created for displaying the
thoughts and feelings of youth, labors, and young adult. According to the above
slogans it is clear to realize that the central message of campaign is inspired by
people, especially those young people who tend to change the world for better
live and who are look forward to a positive future. The message strategy needs to
identify the most appropriate persuasive focus and appeal; it must capture the
attention from target groups. In addition, the emotional content of the
advertisement is able to arouse curiosity and sympathy, and draw attention with
public and target audiences (O'Shaughnessy, 1992). These slogans operate as a
kind symbol that can express personal value. The advertising campaign
enhances the self-esteem and value of young people and labors. Target
audiences may judge the brand in a positive positioning, feel a positive emotion,
and learn a positive attitude through the campaign. Furthermore, the remarkable
red mark of Levis is always shown at the corner of the photograph. It is
obvious to inform the brand image to the audience and enhance the brand

Advertising Plan of Levis Strauss Company

Advertising Plan of Levis Strauss Company

Marketing strategy
According to the research of Vrontis and Vronti (2004), the advertising is a global
campaign; therefore, a variety of factors influence the marketing strategy
whether the marketing mix can be standardized for all customers or whether it
needs to be adjusted for some specific market. The factors embraced socioculture, political, physical environmental, technological, demographic and
economic factors.

Socio-culture factors








perspectives. Different cultures are able to lead to various visions regarding the
approach of showing advertising. Levis would like to avoid the situation from
producing standardized promotional campaigns. A single advertising are able to
obtain more benefits of finical sale and the higher quality than a multiplicity of
domestic advertisement. Therefore, Levis and Co. spent $550,000 in each
series of TV advertisings (Jeannet et al., 1998) to broadcast around the world.
The commercials that launched around the global success delivery the messages
to the audience and balance the freedom that foreign managers need to adapt
their tactics to achieve the preference of local markets (Business Week, 1990).
Moreover, the product name could be translated in different linguistic implication
because of culture differences. Therefore, the content of commercials should be
consider carefully and run in advance to prevent the misunderstanding from the
translation or the symbols that do not have the same meanings. For example, the
white color means death in Chinese culture; on the other hand, the black color is
associated with death in European culture (Vrontis and Vronti, 2004).

Political factors

Advertising Plan of Levis Strauss Company

It is important for international brand to understand the local legislation when

they would like to promote their commercial. One of Levi Strausss famous
television commercials used the music of Martin Gaye as commercial background
and a young man wear his boxer shorts then washing his 501s jeans in a
laundry. This advertising faced various situations in different countries. For
example, the commercial re-film in Australia and Brazil because the local
legislation asked the advertising have to produce in local commercial company. In
addition, the
advertising was banned completely in many South East Asian countries because
of commercial content (Jeannet et al., 1998).

Physical environmental factors

Different area with different climate conditions influence significantly on the total
demand for jeans and the type of jeans design available. For instance, in
European, the northern regions are suitable to wear standard denim jeans. By
contrast, those hot regions need thinner denim with bright color and in shorts
versions. Therefore, the product of commercial should adjust to suit the local
weather (Vrontis and Vronti, 2004).

Technological factors
The technological development of global countries is not in the same situation, it
is significant for the company to prepare the alternative advertising media such
as prints advertising or Web sites. For example, the technologies are not
convenient in Africa so the promotional managers need to operate traditional
methods to promote their advertising to public. On the other hand, in the
developed countries Levis is able to use electronic system to broadcast their
commercial and delivery their print advertisings through the Internet (Kotler,

Demographic factors

Advertising Plan of Levis Strauss Company

Demographic factors and features of people in local countries are able to

influence the made of jeans, such as physical size. For instance, the Western
countries are teller than the population of Asian countries. Therefore, the models
or celebrities need to find those people who have the similar characteristics with
local people or local famous people. The advertising will be more persuasive with
Asian models than the Western models. Therefore, selling adapted could avoid
such failures of local fit and sizing(Vrontis and Vronti, 2004).

Economic factors
Because of the degree of the economic development of the individual country,
the promotional campaign will be influenced be the factors. In rich countries, the
messages of advertisement will be more complicated through the method of
communication of ideas about lifestyle and imagery. In contrast, in poor
countries, it will be focused on the function and value for money with respect to
the content of commercials (Vrontis and Vronti, 2004).

Advertising Plan of Levis Strauss Company

Levis and Co. is one of the most famous jeans brand in the world. Although the
consequence of the advertising campaign was not successful completely, but the
brand awareness, brand image, and the revenue were raised through the
campaign. The audiences they have many doubts with respect to the campaign
and feel the theme of advertising is too ideal to arouse sympathy.
With regard to the print advertising, the technique, the photography skills, and
the color in each print are outstanding and it is quite impressive to attract
viewers attention. It is clear to see theme, brand name, and target groups
through the prints
advertising. In addition, using social media to launch the global advertising
campaign is able to not only save the spending on the distribution of advertising
but also response and interact with audiences and consumers as soon as they

Advertising Plan of Levis Strauss Company

Our efforts to help solve the most critical issues facing society HIV/AIDS,
equality, worker rights have been recognized far and wide, as has our
commitment to caring for the communities in which we live and work.




Levi Strauss & Co.s policy and advocacy team engages policymakers and
promotes initiatives that align with our business strategy, corporate values and
commitment to sustainability. We take an active role discussing international
trade, labor, environmental sustainability, nondiscrimination and other regulatory
matters with governments around the world. We also cultivate relationships with
multilateral institutions such as the International Labor Organization (ILO), United


















As a company with a long history of standing up for equality, civil rights and
social justice, we take a leadership role in advancing public policy initiatives in
support of nondiscrimination and diversity in the workplace. We led efforts to
support same-sex marriage in California and continue to advocate for passage of
the Employment Non-Discrimination Act and the Tax Equity for Domestic Partner
and Health Plan Beneficiaries Act at the federal level.

As a result of our global reach our products are sold in more than 100
countries and produced in about 35 we manage a sophisticated supply chain
involving numerous trade programs. We support trade policies that enhance the

Advertising Plan of Levis Strauss Company

free flow of our goods globally and remain consistent with our labor and
environmental values.

We leverage the power of our trade relationships to strengthen implementation
and enforcement of labor laws and workplace standards in countries where we
have a business presence.

We work with global organizations, governments, NGOs and competitors to
develop the next generation of apparel industry standards for using energy,
water, chemicals and materials all with an eye to restoring the health of our

We are proud of our long-standing leadership in fighting for improved access to
HIV/AIDS prevention, testing, treatment and care, and in combating workplace
discrimination against individuals diagnosed with HIV/AIDS.

Advertising Plan of Levis Strauss Company

Childrens Rights Internationals first Leadership in Corporate Responsibility Award,

for LS&COs efforts to combat the use of child labor through the Terms of
Engagement (2005)

The Centers for Disease Control Organizational Award for excellence in

HIV/AIDS workplace programs by a large business (1997)

The Martin Luther King Jr. Center for Nonviolent Social Change Management
Social Responsibility Award in recognition of the unique partnership formed
between LS&CO. and UNITE (Union of Needletrades, Industrial and Textile
Employees) (1996)

Advertising Plan of Levis Strauss Company


One Show Portraits of Braddock Gold Pencil Winner for Documentary


One Show Portraits of Braddock Merit Winner for Online Branded

Entertainment Campaign (2011)

Magic Best in Show Dockers Visual Display (2010)

Communication Arts Typography Annual The Best Typography of the Year

Dockers Advertising/Print (2010)

ADDY Dockers Newspaper Campaign for Print (2010)

GLAAD Outstanding Advertising Electronic for Levis brand Unbuttoned

campaign, partnership with LOGO (2010)

Out Magazines 4th Annual Power 50 Robert Hanson (2010)

AICP Go Forth: America for Visual Style (2010)

AICP Go Forth: America for Cinematography (2010)

AICP Go Forth: America for Editorial (2010)

Cannes O Pioneers Bronze Film Craft Lion (2010)

Cannes Go Forth Bronze Film Craft Lion for Cinematography (2010)

Effies Go Forth Finalist/TBD (winners announced end of April) (2010)

Communication Arts Advertising Awards Go Forth: America 60 for

Television Commercial (2010)

Roseys Go Forth: America for Television, over $50k production (2010)

Silver ADDY Award Dockers Fit Guide for (2009)

GLAAD 2009 Outstanding Advertising Electronic for Levis brand Change

TV ad (2009)

ADDY Special Judges Award Dockers Fathers Day Campaign for (2008)

ADDY Gold Award Dockers Web Site (2008)

Advertising Plan of Levis Strauss Company


Advertising Plan of Levis Strauss Company

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reliance on these forward-looking statements, which reflect our beliefs at the time
the statements are made.
We do not undertake any obligation to update or revise publicly any forward-looking
statements, whether as a result of new information, future events or otherwise, nor

Advertising Plan of Levis Strauss Company

any other information provided in a conference call, webcast, news release, SEC filing
or website.

During this call and webcast, you may hear us talk about sell-through numbers or
retail sales trends. When we talk about sell-through and retail sales, we are referring
to retail over-the-counter dollar sales of our products. We use sell-through data
internally as an indicator of consumer demand for our products at retail. We compile
sell-through data based on information we receive from a group of our top U.S. retail
accounts. Our sell-through methodology may change in the future based on changes
in our customer base or channels of distribution. Sell-through dollars do not include
taxes and may not be consistently calculated from retailer to retailer including, for
example, the treatment of markdowns, coupons and discounts. Other companies may
discuss sell-through and could obtain data or compute it differently from us.

We define working capital as the total of accounts receivable and net inventories, less
trade accounts payable.

The Company reports its financial results in conformity with generally accepted
accounting principles in the United States (GAAP) and the rules of the SEC.
However, management believes that certain non-GAAP financial measures provide
users of the Companys financial information with additional useful information. The
tables found at the links below include supplemental financial data and
corresponding reconciliations to GAAP financial measures. These non-GAAP financial
measures should be viewed as supplementing, and not as an alternative or substitute
for, the Companys financial results prepared in accordance with GAAP. Certain of
these items that may be excluded or included in non-GAAP financial measures may
be significant items that could impact the Companys financial position, results of
operations and cash flows and should therefore be considered in assessing the
Companys actual financial condition and performance. Non-GAAP financial measures
are subject to inherent limitation as they reflect the exercise of judgment by
management in determining how they are formulated. Some specific limitations
include, but are not limited to, the fact that such non-GAAP financial measures: (a) do
not reflect cash outlays for capital expenditures, contractual commitments or
liabilities including pension obligations, post-retirement health benefit obligations and
income tax liabilities, (b) do not reflect changes in, or cash requirements for, working
capital requirements; and (c) they do not reflect the interest expense, or the cash
requirements necessary to service interest or principal payments, on indebtedness.
Additionally, the methods used by the Company to calculate its non-GAAP financial
measures may differ significantly from methods used by other companies to compute

Advertising Plan of Levis Strauss Company

similar measures. As a result, any non-GAAP financial measures presented herein

may not be comparable to similar measures provided by other companies, limiting
the usefulness of these measures. The Company urges investors to review the
reconciliation of these non-GAAP financial measures to the comparable GAAP
financial measures included in this press release and not to rely on any single
financial measure to evaluate its business.

The supplemental financial data is only as of the date issued and readers are
cautioned that changes in general economic, business or other conditions or in the
business condition, financial results or operations of the Company may have occurred
since such date. The Company undertakes no duty to update the information
appearing in the supplemental financial measures. Also, subsequent press releases
may have been issued, subsequent public conference calls may have been held or
documents containing later or additional information may have been filed with the
Securities and Exchange Commission (SEC) or otherwise become available or come
into existence. The Company undertakes no duty to make any such press release,
conference call or document or additional information available here, and such
information, if it exists, may supersede or contradict these supplemental financial
measures. Some of the documents the Company files with the SEC appear elsewhere
in this website.

Advertising Plan of Levis Strauss Company


Advertising Plan of Levis Strauss Company


The culture of Levi Strauss & Co. is fueled by strong values, creativity and hard work.
Using innovative, sustainable and progressive practices isnt just how we make our jeans
and other products, its a principle we value in all of our work.
Heres a first hand glimpse of the culture thriving at the core of Levi Strauss & Co.

Innovation is at the core of what we do. From inventing the worlds first pair of blue
jeans, to implementing cutting-edge design techniques, to developing new ways of
working, we encourage our talented employees and anyone who slips on a pair of
our jeans to dream big, do more and grow.
We care deeply about doing the right thing. Its why were working to build
sustainability into everything we do. Its why we joined the Better Cotton Initiative,
which is committed to growing cotton in a way thats healthier for communities and
the environment. Its why were producing Water<Less jeans, made with
significantly less water. We want to make sure our company is encouraging a healthy
world and a better future.
At Levi Strauss & Co., were dedicated to progress and are constantly in motion.
Were proud to have integrated our factories before the law required it, and we
continue to engage with communities whenever we can, from implementing HIV/AIDS
employee education, to championing equality for women and girls, to supporting
communities around the world where we live and work.
The Red Tab Foundation, an industry first, was started by a Levi Strauss & Co.
employee to provide a financial safety net for company employees, retiree and their
Since 1873, our jeans have been an inspiration and a symbol for courage,
fearless exploration and unwavering originality. We are honored to have clothed
generations of individuals, leaders, thinkers and doers. Here at Levi Strauss & Co.,
were guided by our values: empathy, originality, integrity and courage. With them
in mind, we constantly strive to build a culture just as inspiring as the people who
wear our jeans.