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Advertising Plan of Levis Strauss Company

Table of Contents

Dedication …………………………………………………………………….. 01

Acknowledgement …………………………………….…………………….. 02

Executive Summary ………………………………………………………….. 03

Introduction …………………………………………………………………… 04

History …………………………………………………………………………... 05

Brands ………………………………………………………………………….. 06

Values ………………………………………………………………………….. 09

Vision Statement …………………………………………………………….. 10

Mission Statement …………………………………………………………… 11

Aspiration Statement ……………………………………………………….. 12

Situation Analysis …………………………………………………………….. 14

Competitive Analysis ……………………………………………………….. 14

Current Market Need ………………………………………………………. 15

SWOT Analysis ………………………………………………………………… 17

Objectives …………………………………………………………………….. 20

Scanning Environment ……………………………………………………... 21

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Advertising Plan of Levis Strauss Company

Market Segmentation ……………………………………………………. 22

Target Market ………………………………………………………………. 28

Marketing Mix ………………………………………………………………. 30

Product Attributes ………………………………………………………… 31

Brand Positioning …………………………………………………………. 32

Brand Personality …………………………………………………………. 32

Features Analysis Chart ………………………………………………….. 33

Implementation …………………………………………………………… 35

Evaluation ………………………………………………………………….. 38

Budgeting ………………………………………………………………….. 41

Media Strategy ……………………………………………………………. 48

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Advertising Plan of Levis Strauss Company

DEDICATION

• This humble effort is dedicate to the last Holy


Prophet Hazrat

MUHAMMAD (PEACE BE UPON HIM)

Who is the only perfect ideal of life for human peace.

• This struggle is also dedicated to our beloved

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Advertising Plan of Levis Strauss Company

PARENTS

• By the virtue of whose prayers and show hands


are always raised for pray, for our well being,
even at this moment of time.

ACKNOWLEDGEMENT

First of all we would like to thank ALLAH ALMIGHTY, who blessed us the courage to

accomplish this project. Apart from the efforts of us, the success of this project

depends largely on the encouragement and guidelines of many others. We take this

opportunity to express my gratitude to the people who have been instrumental in the

successful completion of this project.

Then, there is a great contribution of our family members, who

supported us with all the aspects at every stage of this project.

We would like to show my greatest appreciation to Mr. Ahmad Sohail

Khan. We can’t say thank you enough for his tremendous support and

help. We feel motivated and encouraged every time we attend his

class. Without his encouragement and guidance this project would not

have materialized. A pleasure gratitude to

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Advertising Plan of Levis Strauss Company

The guidance and support received from all the team members who,

was vital for the success of the project. We greatly mention the

cooperation of team members.

Team of Concept Creators,

MBA 3rd,

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.

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Advertising Plan of Levis Strauss Company

 Build Company’s image as innovator.

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

 To create the importance of its products

INTRODUCTION:

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.

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Advertising Plan of Levis Strauss Company

HISTORY

Today, the Levi’s® 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:

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Advertising Plan of Levis Strauss Company

By segmenting their target market they are offering different products to different
consumers detail is given below:

BRANDS:

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

Levi's®:

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 Levi’s brand
continues to define jeans wear with widest range of products available from
quintessential classics, such as the famous Levi's®501® Original jean to favorite fits
and styles in our Red Tab™ and Levi's® Premium collections.

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Advertising Plan of Levis Strauss Company

Dockers®:

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.

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Advertising Plan of Levis Strauss Company

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 quality.

Other Products offerings”

• SHIRTS

• COTTON PANTS

• ACCESSORIES

• BELTS

• SUNGLASSES

• WALLETS

• LADY’S BAGS

• JACKETS

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• SHOES

VALUES:

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.”

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Advertising Plan of Levis Strauss Company

VISION STATEMENT:

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

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Advertising Plan of Levis Strauss Company

MISSION STATEMENT

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 development.

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Advertising Plan of Levis Strauss Company

ASPIRATION STATEMENT:

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.

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Advertising Plan of Levis Strauss Company

Situation
Analysis

Situation Analysis

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Advertising Plan of Levis Strauss Company

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 that’s 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 Levi’s competitors include: s


competitors include:

 Calvin Klein

 Gap Jeans

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 Denim Jeans

 Stone age

 Tommy Hilfiger

•The entrance of new competitors had many effects on


Levi’s.

 Levi’’s 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 competitor’s 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 Levi’s 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 Levi’’s jeans may physically the same as its
competitors, consumer preferences are affected by brand name.

Current Market Need:

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Advertising Plan of Levis Strauss Company

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 Levi’s give them. This image, which has been created
through the company’s intelligent marketing scheme, has allowed to company
to maintain its prosperity over the year.

SWOT Analysis:

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.

Strengths:

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Advertising Plan of Levis Strauss Company

 History

 Pioneer in Jeans

 Levi’s enjoys high brand equity. People all around the world recognize
the brand name.

 Levi’s products are unique and innovative in the style.

 A lot of variety is offered by Levi’s ranging from sunglasses to skirts


and shirts.

 Diversity

 The products are renowned and are considered as the most durable
i.e. the long lasting products.

 Levi’s 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

Weaknesses:

 Levi’s 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.

 Levi’s does not provide any services like free delivery etc

 Lack of control on distribution decisions ( Retailers pressure to stop


selling on web)

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Advertising Plan of Levis Strauss Company

Opportunities:

 Levi’s can do more well in the women section. This section is give less
importance as compared to the men section.

 The kid’s 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.

Threats:

 Saturation of jeans market.

 Local competitors in expanded markets

 The threats that Levi’s 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.

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Advertising Plan of Levis Strauss Company

KEY PLANNING DECISIONS

Marketing Objectives:

 To improve leadership market position and superior product and service

 To maintain and protect the global brand

 Increase the market share in products by annual average of 12.8% in the next
five years.

 Also, to maintain the global market share of denim products in the same
period.

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Advertising Plan of Levis Strauss Company

Advertising objectives:

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

 Increase awareness and build primary demand

 To build strong brand equity.

 Build Company’s image as innovator.

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

 To create the importance of its products

SCANNING THE MARKETING ENVIRONMENT:

Like other successful companies, Levi’s also has realized that the marketing
environment presents a never-ending series of opportunities and threats. The major
responsibility for identifying significant changes in the macro environment falls to a
company’s marketers. More than any other group in the company, the marketing
managers of Levis are the trend trackers and opportunity seekers. Many
opportunities are found by identifying trends (directions or sequences of events that
have some momentum and durability) and mega trends (major social, economic,
political and technological changes that have long-lasting influence). Within the

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Advertising Plan of Levis Strauss Company

rapidly changing global picture, the marketers of Levi’s are monitoring the following
six major “Environmental Forces”:

• Demographic Environment

• Economic Environment

• Natural Environment

• Technological Environment

• Political-Legal Environment

• Social-Cultural Environment

Products, Positioning, and Market


Segmentation:

Advertising professionals realize that the heart of any campaign is the product
and the position it holds in people's minds. Products and their brand names are
newsmakers themselves. Understanding the complexities of a brand identity and its
position is no easy task. One of the most controversial areas of product concepts is
the brand extension. A new product gets to share the name of an older, established
brand. Early theorizing suggested that brand extensions would sap market clout from
the established product, but these fears proved groundless. Today brand extensions
occur not only within the company, but companies are licensing their brand names to
all kinds of products in the hope of increasing brand awareness.

Target Audience- basis for segmentation:

Market Segmentation:

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Advertising Plan of Levis Strauss Company

Segmentation is the basis for developing targeted and effective marketing plans.
Furthermore, analysis of market segments enables decisions about intensity of
marketing activities in particular segments. A segment-orientated marketing
approach generally offers a range of advantages for both, businesses and customers.

Market segmentation is the selection of groups of people who will be most receptive
to a product. The most frequent methods of segmenting include demographic
variables such as age, sex, race, income, occupation, education, household status,
and geographic location; psychographic variables such as life-style, activities,
interests, and opinions; product use patterns; and product benefits. Much
segmentation involves combinations of these methods. No matter how segments are
defined, however, they are characterized by considerable change over time. The
readings in this section exemplify areas of rapid change.

BASIS OF MARKET SEGMENTATION

Levis Strauss Company segments its market on different basis. The detail of each
segment given below in detail:

 Demographic Segmentation

There’s little excuse for being surprised by demographic developments. The


main demographic force that marketers monitor is population, because people
make up markets. Marketers are keenly interested in the size and growth rate
of population in cities, regions, and country; age distribution and ethnic mix;
educational levels; household patterns; regional characteristics and
movements. The company makes clothes foe men, women, children & teens. So
everyone is a potential customer for LEVI’S. LEVI’S generally appeals to more
mature generations not necessarily looking to make fashion statement. LEVI’S
makes an effort to appeal to all

Customers in one way or another, which has been a key to their success over
the years. Assuming that the world population is growing LEVI’S can infer that
the market for jeans is also growing.

Consist of dividing the market into groups bases on variables such as age,
gender, family size, income, occupation, education, religion, race and the
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Advertising Plan of Levis Strauss Company

nationality. Levis Strauss Company’s main segmentation variables are


summarized below:

 Age:

Few years ago Levis Strauss Company segmented its customers


according to their age. Its provides all type of brands for the people of
all ages for example Levis Strauss Company has huge product line
from children to old people. The target audience is the young people
who wear jeans as fashion. On the other hand the because LS & Co
offer products for all ages so mature and old people are also come
under age segmentation of target audience.

 Gender:

Gender segmentation of Levis Strauss Company is for male and


females. They manufacture brands for both genders.

 Income:

 High income people are come in this segmentation. The prices


of Levis Strauss Company is high so they only target those people who
earn a good income and afford to purchase the brands.

 Occupations:

In the occupational segmentation they have segmented their market in


different ways. Students, professionals, business men & women and
executives.

 Education:

Well educated people.

• Geographic Segmentation

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Advertising Plan of Levis Strauss Company

Geographic segmentation calls for dividing the market into different


geographical units such as nation, states, regions, countries, cities, or
neighborhoods. The company can operate in one or a few geographic
areas, or operate in all but pay attention to local variations. Levis Strauss
Company has segmentise ite market accordint to region that are given
below:

 Levi Strauss Americas

Levis Strauss Americas in the company’s largest region. The Americas


region markets products under the Levi's®, Dockers® and Levi Strauss
Signature® brands and includes four businesses: Levi Strauss U.S.,
Levi Strauss Canada, Levi Strauss Mexico, and Levi Strauss Latin
America.

 Levi Strauss Europe, Middle East and North Africa

Levi Strauss Europe, Middle East and North Africa (LSEMA) is


responsible for designing, manufacturing and

Countries in this Region:

LSEMA markets and sells products in the following countries: Albania,


Algeria, Andorra, Austria, Azerbaijan, Bahrain, Belarus, Belgium, Bosnia
and Herzegovina, Bulgaria, Croatia, Cyprus, Denmark, Egypt, Estonia,
Finland, France, Germany, Greece, Georgia, Hungary, Iceland, Ireland,
Israel, Italy, Jordan, Latvia, Liechtenstein, Lithuania, Luxembourg,
Kazakhstan, Kuwait, Kyrgyzstan, Malta, Mauritius, Moldova, Monaco,
Montenegro, Morocco, Northern Cyprus, Norway, Oman, Poland,
Portugal, Qatar, Romania, Russia, San Marino, Saudi Arabia, Serbia,
Slovakia, Slovenia, Spain, Sweden, Switzerland, The Czech Republic.

 Levi Strauss Asia Pacific Division:

Levi Strauss & Co.'s Asia Pacific Division is comprised of subsidiary


businesses, licensees and distributors throughout Asia Pacific, the
Middle East and Africa

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Advertising Plan of Levis Strauss Company

The division sources, manufactures and markets Levi's®, Dockers®,


and Levi Strauss Signature® products through affiliates.

Countries in this Region:

India, Indonesia, Japan, Singapore, Pakistan, Philippines, Korea,


Malaysia, Taiwan, Vietnam.

• Psychographic Segmentation

Basis of Psychographic Segmentation are given below:

 Life style

 Activities

 Interests

 Personality

 Values

• Behavioral Segmentation

In this segmentation following segments are consider by Levi Strauss


Company:

 Occasions

 Brand loyalty

 Usage rate

 Benefits

Segmentation Data
Variables

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Advertising Plan of Levis Strauss Company

Geographic

World region Asia

Country Pakistan

Cities All major cities of Pakistan

Density Urban

Demographic

Age All Ages

Gender Male, Female

Family Life Cycle Young , Single; Young, Married, no children; Young,


Married with children; Older, Married with children;
Older, Married with no children under 18; Older, Single;
Other

Income 15000 and above

Occupation From middle class to upper class

Education Schools, College, Universities

Religion Major religion of Islam, Christianity

Race Asian

Nationality Pakistani

Psychographic

Social class Working class, Middle class, Upper class.

Lifestyle Actualizes, Fulfilled, Believers, Achievers, Strivers,


Experience’s makers and Strugglers

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Advertising Plan of Levis Strauss Company

Behavioral

Occasions Parties, Birthdays, Regular Islamic Occasions

Benefits Quality, Style, prestige, Durability

Attitude towards product Positive

User Status Regular users and new users

Target Market:

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 segment’s overall attractiveness and the company’s objective and
resources.

Because we are making advertising plan to keep the market of 501® JEANS targets
its market by evaluating different segments. Mostly Levi’s 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 Levi’s 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.

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Advertising Plan of Levis Strauss Company

• 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.

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:

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Advertising Plan of Levis Strauss Company

Because of segmentation, Levi’s 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:

According to Levi’s marketing logistic manager, their company conducts a research


to know

• What’s in trend?

• What are the needs of customers?

Sources of Data:

Levi’s gathers data from both primary and secondary sources. Secondary
data is already available in the company. To gather primary data, they organize radio
shows and music concerts by sponsoring.

MARKETING MIX

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 seller’s view of the
marketing tools available for influencing buyers.

PRODUCT:

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

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Advertising Plan of Levis Strauss Company

BRANDS:

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 world’s largest quality products.LS & CO. is basically divided into 3 sub
brands i.e. Levi’s, Dockers and Levis Strauss Signature. All the three brands are
providing different quality products.

PRODUCT ATTRIBUTES:

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

• Variety

• Features

• Design

• Color

• Size

VARIETY:

Levi’s 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:

Competitors:

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Advertising Plan of Levis Strauss Company

We are much proud to say with surety that our products completely satisfy our
consumers, that’s why we don’t face much competition in our business. But yet there
are some competitors e.g.

• CK

• GAAP Jeans

• Stone age

• Tommy Helifiger

• Our prices are not influenced by the competitors.

• Such a stuff, design and fashion which don’t 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 competitors.

Brand Personality of Levi’s:

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 consumer’s
experiences with the brand, in other words, the brand personality is the weighted
average of previous impressions. In the consumer’s mind, these impressions merge
to form an overall concept of what to expect from brand. “We can define brand
personality of Levi’s as Rebellion, sensuality and being cool.”

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Advertising Plan of Levis Strauss Company

Features Analysis of Levi’s with its competitors:

Sr Important to Levi’s CK Gap Stone Age TH


. Prospect

1 Quality + + - + +

2 Price - - - - +

3 Style ++ + + + -

4 Availability + - + + --

5 Prestige ++ + + + +

Competitive Advantages

 Levi’s never compromises on quality.


 Levi’s products are available in cities and towns where it has more
demanded.
 Levi’s is using the latest technology in its production units.
 Levi’s offers a wide range of products available in its outlets.

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Advertising Plan of Levis Strauss Company

Implementation

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Advertising Plan of Levis Strauss Company

Execution Plan

TV Ad

Levi’s is very famous all over the country, people who wears jeans almost know that
Levi’s products are very unique and a name of quality and prestige. For the
advertising campaign of Levi’s, 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 LEVI’S 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 LEVI’S. 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 Levi’s.

Print Media

Newspapers:

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

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Advertising Plan of Levis Strauss Company

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

Radio

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 “ JEANS IS ONLY LEVIS”.

Internet:-

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 LEVI’S”.
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 Levi’s
outlets to have the real jeans.

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Advertising Plan of Levis Strauss Company

Evaluation

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Advertising Plan of Levis Strauss Company

Evaluation:

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
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Advertising Plan of Levis Strauss Company

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 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

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Advertising Plan of Levis Strauss Company

the JEANS IS LEVIS and making this phrase very popular among the consumers is
achieving through this campaign.

Budgeting

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Advertising Plan of Levis Strauss Company

All You Can Afford:

Levis Strauss Company has a very big market and they sell their products almost all
over the word. Their advertising budget in every region is very high and invests a big
share of their earnings on the advertising. They made very costly ads because
usually in their ads they use big stars like Brad Pitt and Shahid Kapoor in their ads.
Their brand ambassadors are very renowned personalities and they charge a big
amount for it. So the advertising budget has to set high.

The basic purpose for choosing this method in Pakistan is that they are running
advertising campaign very first time in the country. So to choose the best media and
covering all targeted location through different kind of Medias to reach the target
audience.

The approaximately totoal budget for this campaign is 8 millions but it can be change
according to situation. The allocation of budget to the different media are given
below:

The channels for TV ad are selected:

 Geo News
 Hum TV
 Express News
 Ten Sports

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Advertising Plan of Levis Strauss Company

Detail of time when the ad will run, duration , rates and approximately budget is
given below:

Hum TV:

Timing Pricing Basis of Days Tim Total Cost Total Cost


Selection to run e to per day in
run campaign
per
Day

19:30- 25000/30 This is 10 5 75000 750000


22:00 sec Prime time
includes
major
running
dramas

TOTAL 750000

Express News:

10:00- 10000/30 Mostly youth 10 30 sec 60000 600000


00:00 sec class at this Days ad 6
time watch with time
TV for little during
external time this time
information variati
like politics, ons
economy, on
national and select
international ed

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Advertising Plan of Levis Strauss Company

Total 60000

Geo News:

10:00- 10000/30 Mostly youth 10 30 sec 60000 600000


00:00 sec class at this Days ad 6
time watch with time
TV for little during
external time this time
information variati
like politics, ons
economy, on
national and select
international ed

Total 60000

Ten Sports:

Timing Pricing Basis of Days to Time Total Total Cost


Selection run to run Cost in campaign
per per
Day day

During 25000/3 Pakistani All ODI 25/ 62500 3125000/ for


the 0 sec nation love Series each 0 one series
cricket cricket and match approximatel
ODI both genders y
Series and people
from all age

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Advertising Plan of Levis Strauss Company

levels see
cricket
matches.

Total 3125000
app

Cost of Radio:

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: 100,000.00

Total Cities covered: 05

 Karachi

 Islamabad

 Lahore

 Faisalabad

 Peshawar

Total Cost: 500,000.00

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Advertising Plan of Levis Strauss Company

Billboards & banners:

Billboards:

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Advertising Plan of Levis Strauss Company

Billboard of different sizes will be displayed in major shopping areas and locations
near to outlets.

Budget for Billboards: 10000000

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 Nawa-e-
Waqt are the newspaper on which the advertisement will be shown. Rates and size
are given below:

Rate of
Size of front
Sr.No Name of No. of ads Advertisemen Page Amount Charged
. Newspapers /month t ad/day Monthly

1 Dawn 5 27x4 50000 250000

2 Nawa-e-Waqt 5 27X4 45000 225000

3 Express 4 27X4 40000 160000

4 News 5 27X4 45000 225000

5 Jang 5 27X4 40000 200000

Total=1060000

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Advertising Plan of Levis Strauss Company

Media Strategy

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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

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Advertising Plan of Levis Strauss Company

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.

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 jeans.

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.

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Advertising Plan of Levis Strauss Company

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