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Submitted To: Ms. Kanika Jhamb
Submitted By: Leena Mohan RA17B1A30 B-tech(Hons)+MBA(CSE)
Integrity — doing the right thing The principles of doing business of Levi Strauss is in agreement with the ethical conduct and social responsibility. These are the brands that are recognized for their quality. LEVI’S Levi’s is a brand of Levi Strauss & Co. Empathy — walking in other people’s shoes This begins with closely analyzing the people’s needs and then responding to the needs of their customers and pther staleholders. . They define a wide quality of products. Dockers. Describe the target market & explain the strategy being used to reach the market. from quintessential classics to favorite fits and styles. has Levi’s. Levi Strauss is the energy and events of their time. a company which is worldwide recognized to be one of the prime marketers in apparels.. 501. Denizen and Signature brands which are trusted by people from all arena of life. In 1873. Their products range from shirts to cotton pants. was founded by Levis Strauss who was a Bavarian immigrant in United States. The employees at Levi Strauss have strong belief that business can drive profits through principles.. his business of making sturdy pants for miners in the name of Levis Strauss and Co. Courage — standing up for what we believe Levi Strauss is always willing to challenge the existing and conventional wisdom by their innovative and true knowledge. Levi’s and Dockers are the original. The jeans for new generation are the specialty of Denizen brand of Levis Strauss and Co. a European immigrant Jacob Davis and Levi Strauss agreed to patent the idea of Davis with financial help from Levis Strauss and their first product was identified by lot no. Levi Strauss & Co. from accessories and belts to ladies bags.Describe the targeting strategy of Levi’s. authentic and peerless denim and khakis which have set a standard by them. The quality craftsmanship and premium fit in family clothing have made Signature brand a benchmark. Today. They are the ones who have been leading since generations in jeans and hence we can also say that Levi’s is a symbol of freedom in times of adversity and social change. Till 1870. inspiring people from all walks of life with a pioneering spirit. Levi’s Strauss & Co. Levi’s takes pride in making original and authenticated jeans. integrity and originality. from sunglasses and wallets to jackets and shoes... Originality — being authentic and innovative Levi Strauss were the ones who invented first pair of blue jeans and they believe in innovating new products and practices.
4000 to Rs. jackets. I intend to study the marketing strategy of Levi’s by concentrating on its segmentation. shirts. shoes. 2000 to Rs. The differentiation strategy is an integrated set of actions taken to produce goods and services. the SUPER PREMIUM segment ranges from Rs. vests and jeans. toddlers and children up to 16 years of age. It has distinct products like jeans. All the more.4000. Levis offers jeans for kids in the age group of 1 to 2 years. cords. targeting and positioning strategies. The PREMIUIM segment of LEVI’S ranges from Rs. skirts and dresses for women. it has various segments based on income. I am focusing on the targeting strategy that the brand follows to reach the market. sweaters and knits for men and jeans. wallets.6000 while the Connosieur segment ranges from 6000 to 12000. Then on the basis of age. age and income. tops. it has distinct range of products for adults. M1 M2 M3 P1 P2 P3 . It has divided its targeted customers into various segments based on the gender. TARGETING STRATEGY Levi’s is mainly targeting the upper class and upper middle class of the society and it follows demographic segmentation. jackets. teenagers and kids. Levi’s follows a differentiated marketing strategy which is a selective or focused specialization strategy. pants. ladies bag. For teenagers Levi’s has jackets.OBJECTIVE OF THIS PROJECT In this project.
Lets assume M2 is a market segment which is made of upper class and upper middle class and Levis is targeting Market M2. Customers tend to be loyal purchasers of products that are differentiated in ways that are meaningful to them and hence customer’s sensitivity to price increase is reduced and customer loyalty to products in increased. M2 and M3 are three market segments and P1. For example. ADVERTISING STRATEGIES Levi’s advertises its products in a very stylish way. Capri. hence it is going for Market specialization. It selects few attractive segments which may or may not have any synergy among them. Levis advertises its collection of jeans into various designs like leggings. Since Levis launches all its products in this market itself. It goes for the market specialization. skinny. straight and flare. M1. It gains reputation by selling its products to different market segments and designs products for each segment. This is in contrast to the fact that the products are standardized products and not individually designed. . P2 and P3 are the 3 products. they have a very unique slogan-“TWISTED TO FIT” which gives an illusion of customized products made especially for individual customers to fit then snugly.Suppose. boot cut.
Hence. These advertisements combined with many others are a very efficient tool in attracting massive crowds towards the Levi’s products. sales. radio. Levi’s uses the marketing channels -communication channels and distribution channels to reach the target market. To promote its products which cost more than Rs. 1500.1500 can settle the remaining amounts in three equal installments through their credit cards. retailers and distributors. .Then there are a series of advertisements that focus on teenagers which highlights the fresh launches for the teenagers. wholesalers. it has come up with an EMI facility using which the customers shopping for more than Rs. This strategy is very helpful in alluring the customers who cannot these high amounts at a time for purchasing apparels and other products of Levi’s and also to ensure that the sales throughout the year is sufficiently high throughout the year so that they have a healthy working capital with them. billboards. posters and internet to reach to its customers and also the distribution channels which includes warehouses. Levi’s uses newspapers. television. PROMOTIONAL STRATEGIES Promotional strategies incorporate all the methods using which a company propagates the values and benefits of its products among its targeted customers to coax them for buying that product. personal selling and public relations. we can summarize saying that Levi’s is a company that believes in investing heavily into advertising. etc. to deliver the final product to the customers. promotion.