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w.r.t Type one jeans of Levis”
By-Lc. Surjeet PGAM&LM-IV
1 .1 .Int roduct ion to sub je ct
This is a Study and analysis conducted Ø to ascertain the present position of Type one jeans, a brand extension of Levis denim 501, products in the market( Bangalore). Ø also to ascertain the Consumer attitude and preferences towards type one jeans and Ø Root out various strategies to be adopted for better positioning of Denim products in the market.
What is “type one jeans”?
Type One Jeans is the reinvention of original denim pant of Levis’. Aggressive new ranges of products twisted from its original are called type one jeans (Levis Strauss & Co.). Type one jeans are the form of 1. Dark denim bright stitching 2. Oversized rivets. 3. Large pockets.
Re-invension of marketing strategy
Levi’s re-assessed every activity against four measures – Focus, Impact, Simplicity and Clarity – and axed any range, individual product, piece of packaging and even retail environment not meeting this new brand vision.
Futures of the product
A numbers design innovations the most notable of which was new cotton/Tencel denim fabric and the twisted side seam – a feature designed to increase comfort and make the jeans easier to move in.
Introduction to company
FY 2008 Net Revenues: $4.4 billion • Global presence: Three geographic divisions: Levi Strauss Americas (LSA), Levi Strauss Europe, Middle East and North Africa (LSEMA) and Asia Pacific Division (APD). Regional headquarters located in San Francisco, Brussels and Singapore Global sourcing headquarters in Singapore. More than 5,000 registered trademarks in approximately 180 countries. Levi Strauss & Co derives approximately 40 percent of net revenues and regional operating income from
Sales Report #3
Obj ect ives of the st udy .
The specific objectives of the study are:
v Brand extension is a strategy of strengthening the main brand. v Understanding the level of awareness created for brand extension for loyal customers of the company. v Influence of the brand extension on the buying perceptions of the consumer’s.
Type One Jeans
II. Exploratory Research methodology &Descriptive Research III. Cross sectional Research Design & IV. Streamlining the methodology towards the objectives
Research Methodology …
Techniques of Data Collection
B. Primary data collection: customers’ personal interviews, visual observations & mailed questionnaires. C. Secondary data collection: magazines reviews, web search engine, retail web sites & scholars articles. D. Planned sample size: 200 for customers as respondent 20 for Retailers & sales persons
Reinvention of new products
The popularity of Levis Denim 501 is fades away. Becauseshifting of consumers preference and perceptions are due to the high price of levis denim pants Market Sharing of other Leading Brand & their new products
Levis is still a strong brand
Brand personality: characteristics: genuine, original, authentic, real. positively affects consumer perceptions of brands. acts as a form of quality certification easy to remember