RETAIL TECHNOLOGY

MANAGEMENT

MARKETING MIX
ON
LEVI’S

BY:
KHUSHBOO KUMARI
SHEENA SHAGUFTA

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ACKNOWLEDGEMENTS

We are thankful to our subject faculty, Mr. Prabhat Kumar, for giving
us such a nice opportunity to visit a retail outlet and document its
Marketing Mix and extending his guidance to us and clarifying our
thinking in several pertinent issues and providing a meaningful insight
of the subject.
This report could not have been written without the generous
assistance of countless individuals who shared their knowledge and
expertise. To all of you, we extend our deepest appreciation.
Finally, and most importantly, our grateful thanks to the Almighty
God, for His grace in us.

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 CONTENTS

S.No. TOPICS Page No.

I. Acknowledgements 1
II. Marketing Mix 3-6
III. Levi’s: An Introduction 7
IV. Marketing Mix of Levi’s 8-
1.Place 8
2.Product 9-18
3.Price 19
4.Promotion 20

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 MARKETING MIX

□ A marketing mix usually refers to E. Jerome McCarthy's 4-P

classification for developing an effective marketing strategy.
□ It is a set of actions or tactics that a company uses to promote
its brand or product in a market.
□ The retail mix typically consists of 4Ps:
1.PRICE
2.PRODUCT
3.PROMOTION
4.PLACE
□ The extended 6 Ps are:
5.PEOPLE
6.PHYSICAL EVIDENCE

1. PRODUCT refers to the item or service designed to satisfy

customers' needs and wants. It involves parameters like
features that differentiate a product from its competitors'
products, effectively brandingof theproduct etc.

The product mix has the following dimensions:

a) Line
b) Depth
c) Breadth

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a) Product Line:

 The product lines may range from one to many and the
company may have many products under the same product
line as well.
 All of these product lines when grouped together form the
product mix of the company.

b) ProductBreadth:

 Product breadth is the variety of product lines that a store

offers.
 It is also known as product assortment width, merchandise
breadth, and product line width.

c) ProductDepth:

 It is also known as product assortment or merchandise

depth.
 The number of sub-products offered by a business within a
particular line of products.
 It includes sizes, styles, quantity and further categories.
 Increasing a company's product depth can involve adding
new, related products to an existing product line or increasing
the number of varieties of a particular product offered.
 To keep inventory costs down, retailers tend to keep a shallow
product depth but if inventory costs is not a big issue then
product depth is deep as in the case of Levi’s.

2. PRICE regards the sale price of the product and reflects what
consumers are willing to pay for it. Marketing professionals
consider costs related to research and development,
manufacturing, marketing, and distribution. Basing the
product's cost on these figures is known as cost-based
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 pricing. Pricing based primarily on the consumers' perceived
quality or value is known as value-based pricing.

3. PLACE or distribution refers to where the product will be sold.

Careful consideration of the type of product sold is useful when
determining areas of distribution. Basic consumer products,
such as paper goods, are often made readily available in many
stores. Premium consumer products are typically made
available in select stores. Another consideration is whether to
place the product in a physical store, online, or both.

4. PROMOTION refers to joint marketing campaigns, called the

promotional mix, used to promote the product. Promotional
activity includes advertising, sales promotion, personal selling,
and public relations (PR). A key consideration should be for the
budget assigned to the marketing mix. Other factors include
the stage of the product's lifecycle and positioning of the
product through promotion. When promoting the product, the
marketing professional should carefully construct the message
in a useful manner that reaches the target audience
Determination of the best mediums to communicate the
message and decisions about the frequency of the
communication are also important.

5. PEOPLE refers to the employees who represent the company as

they interact with clients or customers.

6. PHYSICALEVIDENCE relates to the area or space where

company representatives and the customer interact.
Considerations include furniture, signage, and layout.

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□ Depending on the industry and the target of the marketing
plan, marketing managers may take various approaches to
each of the four Ps.

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LEVI’S: AN INTRODUCTION

Levi’s is a worldwide known brand of denim jeans of privately

held American clothing company Levi Strauss.

It was founded in May 1853 when German immigrant Levi

Strauss came from Bavaria, to San Francisco, California to
open a west coast branch of his brothers' New York dry goods
business. While he was working, he recognized a need of
durable and heavy-duty clothes among hardworking people.
He and tailor Jacob Davis combined copper rivets
reinforcements with tough denim.

What started as an invention for the American worker became

the uniform of progress. Worn by miners, cowboys, rebels,
rock stars, presidents and everyday men and women, these
functional pieces were the clothes people not only worked in—
they lived their lives in, too. Levi's has been worn by people
from all walks of life, from miners to Nobel Prize recipients
including Albert Einstein himself, whose famous leather jacket
was made by Levi Strauss & Co in the 1930s and has recently
been sold at auction house Christies for £110,500.

Today's Levi's are made overseas, and there is only one line of
jeans made in the US, in Greensboro, NC. The company's
corporate headquarters is located in the Levi's Plaza in San
Francisco.

They have some 500 stores worldwide and their products are
available in more than 100 countries.

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MARKETING MIX OF LEVI’S

1.PLACE:

 The Levi’s exclusive brand outlet is located in Grand

Plaza on Fraser Road near Vidyapeeth Academy.

 The place is a commercial hub and is near Patna

Junction.

 This outlet is right on the road hence easily accessible

and can be spot from a distance.
 There is no parking spot and people park their cars by
the road.

 Warehouse is a kilometer away from the store and the

merchandise is transported to the store by handcart or
lorry.

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2.PRODUCT:

 Products of Levi’s include jeans, trousers, shorts, shirts,

jackets, sweaters, T-shirts, underwear, socks, eyeglasses,
accessories, shoes, dresses, skirts, belts, overalls, jumpsuits
and a "big and tall" range.
 Jeans are categorized by fit as: skinny, slim, straight, bootcut,
taper, relaxed, flare and big & tall.
 Most of the adult denim jeans are identifiable by trademarked
three-digit style numbers.
 501s are available in styles for both men and women, the rest
of the 500 series are marketed for men and the 300, 400, 700,
and 800 series for women, with the exception of 751s which
are classic straight zip fly jeans.

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Product Line of Levi’s:

DEPARTMENTS:

1.Men’s Wear 2. Women’s Wear

Men’s Jeans Women’s Jeans
Men’s Shirt Women’s Shirt
Men’s T-Shirt Women’s T-Shirt

Product Depth of Levi’s:

MEN’S JEANS

65504 SKINNY STRAIGHT

Options : 30

Sizes : 28 30 32 34 36 38 40 42

Quantity : 2 4 6 4 2 On customers’ demand

Ratio : 1 2 3 2 1

Fig: Rack of 65504 Skinny Straight Jeans

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511 SLIM FIT

Options : 30

Sizes : 28 30 32 34 36 38 40 42

Quantity : 2 4 6 4 2 On customers’ demand

Ratio : 1 2 3 2 1

 511 slim fit is the most popular fit in Patna and hence is the
most sellable fit.
 Size 32 is sold the most in Patna among all fits and styles.

512 SLIM TAPER

Options : 11

Sizes : 28 30 32 34 36 38 40 42

Quantity : 2 4 6 4 2 On customers’ demand

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 Fig: Rack of 512 Slim Straight Jeans
Ratio : 1 2 3 2 1

513 SLIM STRAIGHT

Options : 6

Sizes : 28 30 32 34 36 38 40 42

Quantity : 2 4 6 4 2 On customers’ demand

Ratio : 1 2 3 2 1

519 EXTRA SKINNY

Options : 2

Sizes : 28 30 32 34 36 38 40 42

Quantity : 2 4 6 4 2 On customers’ demand

Ratio : 1 2 3 2 1

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 MEN’S T-SHIRT

ROUND NECK T-SHIRT

Brick : Graphic

Options : 15

Sizes : S M L XL XXL 3XL 4XL 5XL

Quantity : 2 4 6 4 2 On customers’ demand

Ratio : 1 2 3 2 1

POLO T-SHIRT
Options : 25
Sizes : S M L XL XXL 3XL 4XL 5XL
Quantity : 2 4 6 4 2 On customers’ demand
Ratio : 1 2 3 2 1

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V-NECK T-SHIRT
Options : 2
Sizes : S M L XL XXL 3XL 4XL 5XL
Quantity : 2 4 6 4 2 On customers’ demand
Ratio : 1 2 3 2 1

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HENLEY T-SHIRT
Options : 1
Sizes : S M L XL XXL 3XL 4XL 5XL
Quantity : 2 4 6 4 2 On customers’ demand
Ratio : 1 2 3 2 1

MEN’S SHIRT
PLAIN SHIRT
Options : 6
Sizes : S M L XL XXL 3XL 4XL 5XL
Quantity : 2 4 6 4 2 On customers’ demand
Ratio : 1 2 3 2 1

STRIPED/PLAID/PRINTED SHIRT
Options : 39
Sizes : S M L XL XXL 3XL 4XL 5XL
Quantity : 2 4 6 4 2 On customers’ demand
Ratio : 1 2 3 2 1

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Fig: Rack of Plaid and Striped shirt
 WOMEN’S JEANS

NORMAL 700 SERIES SHAPING 300 SERIES

• Innovative stretch denim. • A little high rise.

• Designed to flatter, hold, • Extra layering at
and lift. stomach to give it a
• Built for someone “not too flatter look.
straight, but also not too • Suitable for women with
curvy. bulky belly.

710 711 712 310 312 311

Super Skinny Slim Shaping Shaping Shaping
Skinny Super Skinny Slim Skinny

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710 SUPER SKINNY
Options : 10
Sizes : 25 26 27 28 30 32 34 36 37 38
Quantity : 2 2 4 6 6 4 2 On customers’ demand
Ratio :1 1 2 3 3 2 1
‘
711 SKINNY
Options : 12
Sizes : 25 26 27 28 30 32 34 36 37 38
Quantity : 2 2 4 6 6 4 2 On customers’ demand
Ratio :1 1 2 3 3 2 1

311 SHAPING SKINNY

Options : 4
Sizes : 25 26 27 28 30 32 34 36 37 38
Quantity : 2 2 4 6 6 4 2 On customers’ demand
Ratio :1 1 2 3 3 2 1

ROUND-NECK T-SHIRT
Brick : Graphics
Options : 12
Sizes : XS S M L XL XXL
Quantity :2 4 6 4 2 2
Ratio :1 2 3 2 1 1

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PLAIN SHIRT
Options : 1
Sizes : XS S M L XL XXL
Quantity : 2 4 6 4 2 2
Ratio :1 2 3 2 1 1

Fig: Plain Shirt

PRINTED SHIRT
Options : 4
Sizes : XS S M L XL XXL
Quantity : 2 4 6 4 2 2
Ratio :1 2 3 2 1 1

CHECKED/PLAID SHIRT
Options : 2
Sizes : XS S M L XL XXL
Quantity : 2 4 6 4 2 2
Ratio :1 2 3 2 1 1

Fig: Plaid Shirt

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3.PRICE:
MRP: The MRP of Levi’s ranges from Rs 1001 to Rs 10000.
DISCOUNTS:
Buy 2 get 40% off
Buy 1 get 40% off
Flat 50 % off

Price Tag on Levi’s Product

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4.PROMOTION:
 Promotion is mostly done by the brand itself.
 Levi’s takes care of the advertisements, billboards and public
relations.
 The outlet promotes the products among registered customers
or members of the Levi’s by providing following offers :
Buy 2 get 2 free
Buy 1 get 1 free
Loop™ Reward Points

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THANK
YOU
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