Contents

Sl. No. I Titles Chapter 1 Executive Summary II Introduction Objectives of the Study Methodology Conclusion Page No.

Suggestions Chapter 2 Introduction Literature Review Organization Profile Need for the study Scope of the study

III

Outcome/Benefit of the study Chapter 3.I Research Design 3.II Analysis And Interpretation Objectives of the study Sampling Sampling Process Data collection Method Measurement and analysis Technique

IV

2. Findings, Suggestions and Conclusion Chapter 4 Appendix Questionnaire Data Code Sheet

Bibliography Weekly Reports

Executive Summary Introduction Objectives of the Study Methodology Conclusion Suggestions

Executive Summary
Introduction: The garments, particularly the jeans segment, are coming out with new style, quality, price trends and with latest fashions. The players in the segment are continuously engaged in sales promotional activities and advertising campaigns. But how far such activities are successful? These activities have definitely increased consumer expectations. Thus the buying behavior of the consumer is changing on day-today basis. The clothing sector for jeans garments has become volatile in nature. However; the players are struggling not only to increase their market share but also to maintain it. They should come up with new creative ideas and continue those activities which are fruitful to them. Hence to know how marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer, the impact of Advertising and Sales promotional activities should be studied so that it is easy to formulate the marketing strategies. Thus the title of the study is briefed as An Empirical Study on the effectiveness of Advertisements and Sales promotion to enhance the sales of Levis Lifestyle at Belgaum city.

Objectives of the Study:1. To find the impact of sales Promotional and advertisements on consumers 2. To find the awareness level with respect to the different brands available in the market. 3. To find the consumer expectations in sales promotional and advertisement campaigns. 4. To find the most significant mode of communication. 5. To find the type of celebrities that the consumer prefer.

Data Collection Methods:

The information necessary for this research study is collected by tapping primary and secondary sources. The sources are as follows: Primary Sources: a) Questionnaire b) Personal interaction Secondary Sources: a) Company Websites b) Related Information from Internet c) Company Reports d) Books and Publications.

SAMPLING PROCESS: 1. Population: People from the Belgaum. 2. Sampling frame: Educational institutions and organizations 3. Sampling unit: Students and Professionals. 4. Sampling size: 100 units. 5. Sampling method: Stratified Random (Convenience) Sampling

Measurement and Analysis Techniques Using SPSS software The measurement and evaluation of the data is done using statistical tools and techniques such as: Simple percentage method Graphical representation Using data code sheet.

Conclusion
Discount and cost effective is of prior importance to the respondents rather than the looks or advertisement of the product. Most of the respondents agree that advertisements and other sales related promotional activities give a lot of information in making buying decision. People recommend film celebrities than sports celebrities. Television is the most popular media but another emerging media can be influencing group like friends and relatives. Consumers expect short, humorous and attractive advertisement as well as attractive gifts, gift coupons, exchange facilities, etc under sales promotions.

Suggestions Companies have to concentrate on the influencing group of individual like friends and relatives who can act as a powerful source of media to communicate or create brand awareness Companies should try to provide more information via advertisement and create awareness about the different products and influence the people in making buying decision. Brand Ambassadors should be selected from the Film Celebrities. Companies must use their best ability to communicate to the people thru their effective and informational Ads and sales promotional activities to find the potential market. Give prior importance to Discounts, Complimentary gifts and exchange facilities while designing promotional activities. Sales promotional and advertisement campaigns are necessary evils for companies to survive in the market. It is an asset to the company and hence it should be continued with innovative ideas.

Introduction Literature Review Organization Profile Need for the study Scope of the study Outcome/Benefit of the study

Introduction
Literature Review
Literature Review on Sales Promotion and Advertisement.

: Sales Promotion and Advertising

Many people when they hear the word marketing instantly assume it is the same thing as

advertising. In reality, marketing is a much broader concept that includes as one of its parts methods of communication and promotion of products and services. Advertising, sales promotion and public relations represent three extremely important forms of marketing communication. Most of us can not help being exposed to hundreds of ads, promotions and even news stories each day. The amount of money spent on these three areas is staggering so it is no wonder this is one of the largest areas.

Area Coverage:

for those not familiar with advertising resources are provided for understanding

the basics of advertising as well as advice for designing advertisements and for creating and managing an advertising campaign

the hot issue of internet advertising is covered with links to understanding what it

is about and how to do it successfully

offers resources including information on media rating services and other news on

media outlets to help advertisers keep up with information on the media in which advertisements are placed

find out the basics of public relations and some advice for doing it correctly locate a PR professional through directories and searchable databases Sales promotion

Short-term incentives to encourage the purchase or sale of a product or service. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes Promotion means getting the word out to prospects and consumers. The objective is to inform, persuade, or remind consumers about a products attributes and availability.i Direct promotion includes personal selling, meetings, in-person demos, direct mail, direct

email, and telemarketing. Indirect promotion involves publicity, newsletters, advertising, contests, and sales promotions. Marketing is part of the job description of each of the 13 members of the Aspect Communications Learning Center. Creating a program or sales tool is only part of ones activity. Promotion is required to complete the job. Every Monday, team members submit a project plan that includes a section on marketing. Project managers describe upcoming marketing activities, such as writing an article, placing a banner ad on the intranet, offering gift certificates as prizes, publishing testimonials, or using direct mail. How much should you invest in promotion? Think of it this way. If 20% of your people are not participating in a $2,000,000 eLearning effort because they didnt know about it or werent convinced it was for them, youre leaving at least $400,000 on the table. But thats looking at it from a cost-basis. You dont go to the trouble of developing eLearning in order to break even. Youre expecting a payback several times the amount youre investing. So maybe youre leaving $1,000,000 in potential benefits on the table. Recognizing that real life is never this simple, wouldnt it be worth $100,000 to put the full-court press on the non-participants in the form of publicity, email, hoopla, and a good sales pitch. Many companies wimp out, leaving it to memos and managers to spread the word. Thats crazy. If your goal is increasing corporate profits, a dollar spent on publicity that brings more learners into the fold is just as well spent as a dollar invested in instructional design or computer hardware. Proctor & Gamble invented product management and is renowned for its marketing expertise, so its hardly surprising that P&G takes a marketing approach to eLearning.

They enlist the help of the marketers when creating mailings and posters. ("Put the benefits up front.")ii What is Sales Promotion? Sales promotion describes promotional methods using special short-term techniques to persuade members of a target market to respond or undertake certain activity. As a reward, marketers offer something of value to those responding generally in the form of lower cost of ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-added material (e.g., something more for the same price). Sales promotions are often confused with advertising. For instance, a television advertisement mentioning a contest awarding winners with a free trip to a Caribbean island may give the contest the appearance of advertising. While the delivery of the marketers message through television media is certainly labeled as advertising, what is contained in the message, namely the contest, is considered a sales promotion. The factors that distinguish between the two promotional approaches are: 1. whether the promotion involves a short-term value proposition (e.g., the contest is only offered for a limited period of time), and 2. the customer must perform some activity in order to be eligible to receive the value proposition (e.g., customer must enter contest). The inclusion of a timing constraint and an activity requirement are hallmarks of sales promotion.

Sales promotions are used by a wide range of organizations in both the consumer and business markets, though the frequency and spending levels are much greater for consumer products marketers. One estimate by the Promotion Marketing Association suggests that in the US alone spending on sales promotion exceeds that of advertising. Objectives of Sales Promotion Sales promotion is a tool used to achieve most of the five major promotional objectives discussed in Part 12: Promotion Decisions:

Building Product Awareness Several sales promotion techniques are highly

effective in exposing customers to products for the first time and can serve as key promotional components in the early stages of new product introduction. Additionally, as part of the effort to build product awareness, several sales promotion techniques possess the added advantage of capturing customer information at the time of exposure to the promotion. In this way sales promotion can act as an effective customer information gathering tool (i.e., sales lead generation), which can then be used as part of follow-up marketing efforts.

Creating Interest Marketers find that sales promotions are very effective in

creating interest in a product. In fact, creating interest is often considered the most important use of sales promotion. In the retail industry an appealing sales promotions can significantly increase customer traffic to retail outlets. Internet marketers can use similar approaches to bolster the number of website visitors. Another important way to create interest is to move customers to experience a product. Several sales promotion techniques offer the opportunity for customers to try products for free or at low cost.

Providing Information Generally sales promotion techniques are designed to

move customers to some action and are rarely simply informational in nature. However, some sales promotions do offer customers access to product information. For instance, a promotion may allow customers to try a fee-based online service for free for several days. This free access may include receiving product information via email.

Stimulating Demand Next to building initial product awareness, the most

important use of sales promotion is to build demand by convincing customers to make a purchase. Special promotions, especially those that lower the cost of ownership to the customer (e.g., price reduction), can be employed to stimulate sales.

Reinforcing the Brand Once customers have made a purchase sales promotion

can be used to both encourage additional purchasing and also as a reward for purchase loyalty (see loyalty programs below). Many companies, including airlines and retail stores, reward good or preferred customers with special promotions, such as email special deals and surprise price reductions at the cash register. Types of Sales Promotion Sales promotion can be classified based on the primary target audience to whom the promotion is directed. These include:

Consumer Market Directed - Possibly the most well-known methods of sales

promotion are those intended to appeal to the final consumer. Consumers are exposed to sales promotions nearly everyday, and as discussed later, many buyers are conditioned to look for sales promotions prior to making purchase decisions.

Trade Market Directed Marketers use sales promotions to target all customers

including partners within their channel of distribution. Trade promotions are initially used to entice channel members to carry a marketers products and, once products are stocked, marketers utilize promotions to strengthen the channel relationship.

Business-to-Business Market Directed A small, but important, sub-set of sales

promotions are targeted to the business-to-business market. While these promotions may not carry the glamour associated with consumer or trade promotions, B-to-B promotions are used in many industries. Rebates Rebates, like coupons, offer value to purchasers typically by lowering the customers final cost for acquiring the product. While rebates share some similarities with coupons, they differ in several keys aspects. First, rebates are generally handed or offered (e.g., accessible on the Internet) to customers after a purchase is made and cannot be used to obtain immediate savings in the way coupons are used. (So called instant rebates, where customers receive price reductions at the time of purchase, have elements of both coupons and rebates, but for our purposes we will classify these as coupons due to the timing of the reward to the customer.) Second, rebates often request the purchaser to submit personal data in order to obtain the rebate. For instance, customer identification, including name, address and contact information, is generally required to obtain a rebate. Also, the marketer may ask those seeking a rebate to provide additional data such as indicating the reason for making the purchase.

Third, unlike coupons that always offer value when used in a purchase (assuming it is accepted by the retailer), receiving a rebate only guarantees value if the customer takes actions. Marketers know that not all customers will respond to a rebate. Some will misplace or forget to submit the rebate while others may submit after a required deadline. Marketers factor in the non-redemption rate as they attempt to calculate the cost of the rebate promotion. Finally, rebates tend to be used as a value enhancement in higher priced products compared to coupons. For instance, rebates are a popular promotion for automobiles and computer software where large amounts of money may be returned to the customer. Promotional Pricing One of the most powerful sales promotion techniques is the short-term price reduction or, as known in some areas, on sale pricing. Lowering a products selling price can have an immediate impact on demand, though marketers must exercise caution since the frequent use of this technique can lead customers to anticipate the reduction and, consequently, withhold purchase until the price reduction occurs again. As we will see in a later tutorial, promotional pricing is also considered within the framework of the Price marketing mix component. More on of this technique will be provided in that discussion. Trade-In Trade-in promotions allow consumers to obtain lower prices by exchanging something the customer possess, such as an older product that the new purchase will replace. While

the idea of gaining price breaks for trading in another product is most frequently seen with automobile sales, such promotions are used in other industries, such as computers and golf equipment, where the customers exchanged product can be resold by the marketer in order to extract value. Loyalty Programs Promotions that offer customers a reward, such as price discounts and free products, for frequent purchasing or other activity are called loyalty programs. These promotions have been around for many years but grew rapidly in popularity when introduced in the airline industry as part of frequent-filer programs. Loyalty programs are also found in numerous other industries, including grocery, pizza purchasing and online book purchases, where they may also be known as club card programs since members often must use a verification card as evidence of enrollment in the program. Many loyalty programs have become ingrained as part of the value offered by a marketer. That is, a retailer or marketing organization may offer loyalty programs as general business practice. Under this condition loyalty program does not qualify as a sales promotion since it does not fit the requirement of offering a short-term value (i.e., it is always offered). However, within a general business practice loyalty program a sales promotion can be offered, such as special short-term offer that lowers the number of points needed to acquire a free product. Sampling and Free Trials Enticing members of a target market to try a product is often easy when the trial comes at little or no cost to the customer. The use of samples and free trials may be the oldest of

all sales promotion techniques dating back to when society advanced from a culture of self-subsistence to a culture of trade. Sampling and free trials give customers the opportunity to experience products, often in small quantities or for a short duration, without purchasing the product. Today, these methods are used in almost all industries and are especially useful for getting customers to try a product for the first time. Free Product Some promotional methods offer free products but with the condition that a purchase be made. The free product may be in the form of additional quantities of the same purchased product (e.g., buy one, get one free) or specialty packages (e.g., value pack) that offer more quantity for the same price as regular packaging. Premiums Another form of sales promotion involving free merchandise is premium or give-away items. Premiums differ from samples and free product in that these often do not consist of the actual product, though there is often some connection. For example, a cellphone manufacturer may offer access to free downloadable ringtones for those purchasing a cellphone Contests and Sweepstakes Consumers are often attracted to promotions where the potential value obtained is very high. In these promotions only a few lucky consumers receive the value offered in the promotion. Two types of promotions that offer high value are contests and sweepstakes.

Contests are special promotions awarding value to winners based on skills they demonstrate compared to others. For instance, a baking company may offer free vacations to winners of a baking contest. Contest award winners are often determined by a panel of judges. Sweepstakes or drawings are not skill based but rather based on luck. Winners are determined by random selection. In some cases the chances of winning may be higher for those who make a purchase if entry into the sweepstake occurs automatically when a purchase is made. But in most cases, anyone is free to enter without the requirement to make a purchase. A sub-set of both contests and sweepstakes are games, which come in a variety of formats such as scratch-off cards and collection of game pieces. Unlike contests and sweepstakes, which may not require purchase, to participate in a game customers may be required to make a purchase. In the United States and other countries, where eligibility is based on purchase, games may be subjected to rigid legal controls and may actually fall under that category of lotteries, which are tightly controlled. Demonstrations Many products benefit from customers being shown how products are used through a demonstration. Whether the demonstration is experienced in-person or via video form, such as over the Internet, this promotional technique can produce highly effective results. Unfortunately, demonstrations are very expensive to produce. Costs involved in demonstrations include paying for the expense of the demonstrator, which can be high if

the demonstrator is well-known (e.g., nationally known chef), and also paying for the space where the demonstration is given. Personal Appearances An in-person appearance by someone of interest to the target market, such as an author, sports figure or celebrity, is another form of sales promotion capable of generating customer traffic to a physical location. However, as with demonstrations, personal appearance promotion can be expensive since the marketer normally must pay a fee for the person to appear. Trade Sales Promotions As note in Part 12: Promotion Decisions, certain promotions can help push a product through the channel by encouraging channel members to purchase and also promote the product to their customers. For instance, a trade promotion aimed at retailers may encourage retailers to instruct their employees to promote a marketers brand over competitors offerings. With thousands of products competing for limited shelf space, spending on trade promotion is nearly equal that spent on consumer promotions. Many sales promotions aimed at building relationships with channel partners follow similar designs as those directed to consumers including promotional pricing, contests and free product. In addition to these, several other promotional approaches are specifically designed to appeal to trade partners. These approaches include: 1. Point-of-Purchase Displays 2. Advertising Support Programs

3. Short Term Allowances 4. Sales Incentives or Push Money 5. Promotional Products 6. Trade Shows Point-of-Purchase Displays Point of purchase (POP) displays are specially designed materials intended for placement in retail stores. These displays allow products to be prominently presented, often in high traffic areas, and thereby increase the probability the product will standout. POP displays come in many styles, though the most popular are ones allowing a product to stand alone, such as in the middle of a store aisle or sit at the end of an aisle (i.e., end-cap) where it will be exposed to heavy customer traffic. For channel partners, POP displays can result in significant sales increases compared to sales levels in a normal shelf position. Also, many marketers will lower the per-unit cost of products in the POP display as an incentive for retailers to agree to include the display in their stores. Advertising Support Programs In addition to offering promotional support in the form of physical displays, marketers can attract channel members interest by offering financial assistance in the form of advertising money. These funds are often directed to retailers who then include the companys products in their advertising. In certain cases the marketer will offer to pay the entire cost of advertising, but more often, the marketer offers partial support known as co-op advertising funds.

How to write persuasively The most persuasive words in our culture are you, money, save, new, results, health, easy, safety, love, discovery, proven, guarantee. Use them. Writers block? Get into practice with this advice from Natalie Goldberg.iii Keep your hand moving. Don't cross out. Don't worry about spelling, punc, grammar. Lose control. Don't think. Don't get logical Go for the jugular.

Want to improve your style?iv Use strong verbs Detail! A specific always beats an abstraction Describe people and places in terms of motion Anglo-Saxon words are usually more effective than Romance-language-based words Look for likenesses, parallels, contrasts, antitheses and reversals In the second draft start deleting adverbs Borrow widely, steal wisely

STUDY OF THE ORGANIZATION IN BRIEF: ORGANIZATION: SMART STYLE Corporate Office: Mahadev Plaza, 10719, KLE Hospital Road, Nehru Nagar Belgaum 590 010 Mission Statement: TO BUILD THE BRAND IMAGE TO THE LEVEL OF OPTIMUM SATISFACTION, BY PROVIDING THE MULTI-

BRANDED PRODUCTS TO THE CUSTOMERS

Brief History:
Mr. Sunil Nimbal and Mr. Rinkesh Jain , The founder of the organization established Smart Style in the year 2004 on feb 29. They both have completed their graduation with arts and fashion designing. As the demand for latest and colorful costumes were in need, so they found an opportunity and established their own organization in the form of Smart Style. Partners 1. Mr. Sunil Nimbal 2. Mr. Rinkesh Jain. Investment

The initial investment was about 5 lakhs in the organization. This included approximately about 1 lakh of deposit with the companies like Levis, Reebok, Nike

GUIDELINES FOR THE ORGANIZATION 1. Honesty 2. Discipline 3. Quality at all stage 4. Mutual co-operation and Respect 5. Transparency 6. Hard work and sincerity The major objectives of the union shall be to carry out activities conducive to the economic and socio-economic development of the milk producers by organizing effective promotion, processing and marketing of commodities

Organization Chart

Levis

Reebok

Nike

Adidas

Dealer (Bangalore)
Smart Style (Belgaum)

Levi Strauss & Co.

Founded in 1853 by Bavarian immigrant Levi Strauss, Levi Strauss & 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. Our market-leading apparel products are sold under the Levi's, Dockers and Levi Strauss Signature brands. Levi Strauss & Co. is privately held by descendants of the family of Levi Strauss. Shares of company stock are not publicly traded. Shares of Levi Strauss Japan K.K., our Japanese affiliate, are publicly traded in Japan. They employ a staff of approximately 10,000 worldwide, including approximately 1,010 at our San Francisco, California Headquarters.

The story of Levi Strauss & Co. and our brands is filled with examples of the key role our values have played in meeting consumer needs. Likewise, our brands embody many of the core values that our consumers live by. This is why our brands have stood the test of time. Generations of people have worn our products as a symbol of freedom and self-expression in the face of adversity, challenge and social change. They forged a new territory called the American West. They fought in wars for peace. They instigated counterculture revolutions. They tore down the Berlin Wall. Reverent, irreverent they all took a stand. Indeed, it is this special relationship between our values, our consumers and our brands that is the basis of our success and drives our core purpose. It is the foundation of who we are and what we want to become: VISION People love our clothes and trust our company. We will market and distribute the most appealing and widely worn apparel brands. Our products define quality, style and function. We will clothe the world.

Company Transformation
During the past several years, we've been transforming Levi Strauss & Co. to make the company more competitive. We have been executing a number of business turnaround strategies that have resulted in significant improvements in our performance. Though there is still much more work to do to ensure that we continuously deliver the most appealing and widely worn apparel brands in the world, we are confident that we remain on the right strategic path.. We have changed virtually every aspect of the business, including the entire process of how we develop, deliver and market products. The initiatives include:

Revamping our core Levi's and Dockers product lines to make our products more innovative, market-relevant and appealing to consumers.

Improving our speed to market and responsiveness to changing consumer preferences.

Launching the Levi Strauss Signature brand for value-conscious consumers in North America, Europe and Asia.

Expanding our licensing programs to offer more products that complement our core brand product ranges.

Improving the margins of our Levi's and Dockers retail customers.

Strengthening our management team and attracting top talent to key positions around the world.

Enhancing our global sourcing and product innovation capabilities. Reducing our cost of goods and operating expenses. Implementing a new business planning and performance model that clarifies roles, responsibilities and accountabilities and improves our operational effectiveness.

As a result of these actions, we have stabilized sales and substantially improved the profitability of the company. Though there is still much more work to do to ensure that we continuously deliver the most appealing and widely worn apparel brands in the world, we are confident that we remain on the right strategic path. Our initiatives are working. Today, we are more competitive than we have been in many years. VALUES Our values are fundamental to our success. They are the foundation of our company, define who we are and set us apart from the competition. They underlie our vision of the future, our business strategies and our decisions, actions and behaviors. We live by them. They endure. Four core values are at the heart of Levi Strauss & Co.: Empathy, Originality, Integrity and Courage. These four values are linked. As we

look at our history, we see a story of how our core values work together and are the source of our success. EmpathyWalking in Other People's Shoes Empathy begins with listening ... paying close attention to the world around us ... understanding, appreciating and meeting the needs of those we serve, including consumers, retail customers, shareholders and each other as employees.

Levi Strauss and Jacob Davis listened. Jacob was the tailor who in the early 1870s first fashioned heavy cotton cloth, thread and metal rivets into sturdy "waist overalls" for miners seeking durable work pants. Levi in turn met Jacob's needs for patenting and mass production of the product, enthusiastically embracing the idea and bringing it to life. The rest is history: The two created what would become the most popular clothing in the world blue jeans. Our history is filled with relevant examples of paying attention to the world around us. We listened. We innovated. We responded.

As early as 1926 in the United States, the company advertised in Spanish, Portuguese and Chinese, reaching out to specific groups of often-neglected consumers.

In the 1930s, consumers complained that the metal rivets on the back pockets of our jeans tended to scratch furniture, saddles and car seats. So we redesigned the way the pockets were sewn, placing the rivets underneath the fabric.

In 1982, a group of company employees asked senior management for help in increasing awareness of a new and deadly disease affecting their lives. We quickly became a business leader in promoting AIDS awareness and education.

We are market driven, which means that we walk in our consumers' shoes. In the company's early years, that meant making durable clothes for workers in the American West. Now, it means anticipating the casual clothing needs of a broad range of consumers around the world. Understanding and appreciating needs consumer insight is central to our commercial success. Being empathetic also means that we are inclusive. Levi Strauss' sturdy work pants are sold worldwide in more than 110 countries. Their popularity is based on their egalitarian appeal and originality. They transcend cultural boundaries. Levi's jeans the pants without pretense are not just for any one part of society. Everyone wears them. Inclusiveness underlies our consumer marketing beliefs and way of doing business. We bring our Levi's, Dockers and Levi Strauss

Signature brands to consumers of all ages and lifestyles around the world. We reflect the diverse world we serve through the range and relevancy of our products and the way we market them.

Likewise, our company workforce mirrors the marketplace in its diversity, helping us to understand and address differing consumer needs. We value ethnic, cultural and lifestyle diversity. And we depend and draw upon the varying backgrounds, knowledge, points of view and talents of each other. As colleagues, we also are committed to helping one another achieve exceptional performance. We are sensitive to each other's goals and interests, and we strive to ensure our mutual success through outstanding leadership, career development and supportive workplace practices. Empathy also means engagement and compassion. Giving back to the people we serve and the communities we operate in is a big part of who we are. Levi Strauss was both a merchant and a philanthropist - a civic-minded leader who believed deeply in community service. His way lives on. The company's long-standing traditions of philanthropy,

community involvement and employee volunteerism continue today and contribute to our commercial success. OriginalityBeing Authentic and Innovative

Levi Strauss started it and forever earned a place in history. Today, the Levi's brand is an authentic American icon, known the world over. Rooted in the rugged American West, Levi's jeans embody freedom and individuality. They are young at heart. Strong and adaptable, they have been worn by generations of individuals who have made them their own. They are a symbol of frontier independence, democratic idealism, social change and fun. Levi's jeans are both a work pant and a fashion statement at once ordinary and extraordinary. Collectively, these attributes and values make the Levi's brand unlike any other.

Innovation is the hallmark of our history. It started with Levi's jeans, but that pioneering spirit permeates all aspects of our business innovation in product and marketing, workplace practices and corporate citizenship. Creating trends. Setting new standards. Continuously improving through change. For example:

In 1984 we relaunched our original, Levis Shrink-To-Fit 501 jeans, and transformed the jeans category. In addition to marketing rigid and rinsed 501 jeans through groundbreaking TV advertising, we also introduced innovative product finishes involving techniques such as stonewashing and bleaching. Increasingly popular for years to come on all styles of Levis jeans, these finishes dramatically changed the look of jeans fashion worldwide and substantially fueled Levi Strauss & Co.s growth.

With the introduction of the Dockers brand in 1986, we created an entirely new category of casual clothing in the United States, bridging the gap between suits and jeans. A year later, Dockers khakis had become the fastest growing apparel brand in history. Throughout the 1990s, we were instrumental in changing what office workers wear on the job.

In 2003, we created a new brand to offer stylish casual clothing to a growing number of value-conscious consumers worldwide. Initially launched in the United States, the Levi Strauss Signature brand was the first full range of quality jeanswear for men, women and children available in the U.S. mass channel. We drove category growth within this channel by establishing a premium jeanswear marketing position that did not previously exist. And we did this without cannibalizing our core Levis brand business.

LEVI STRAUSS & CO. ANNOUNCES SECOND-QUARTER FINANCIAL RESULTS SAN FRANCISCO (July 11, 2006) Levi Strauss & Co. (LS&CO.) today announced financial results for the second quarter ended May 28, 2006 and filed its second-quarter 2006 Form 10-Q with the Securities and Exchange Commission.

Net revenues for the second quarter were $953 million compared to $962 million for the same quarter in 2005, approximately a 1 percent decrease on a reported basis and flat on a constant-currency basis. Net revenue reflects lower European and U.S. Levi Strauss Signature brand sales, largely offset by increased U.S. Dockers and U.S. Levis sales and continuing growth in the Asia Pacific business.

Net income for the second quarter increased 50 percent to $40 million compared to net income of $27 million in the same quarter of 2005. The improvement was primarily due to a $32 million discrete income tax benefit recognized during the second quarter of 2006, a $10 million decrease in loss on early extinguishment of debt during the 2006 period and lower interest expense, partially offset by lower operating income. We made good progress during the quarter, said Phil Marineau, chief executive officer. Revenues stabilized and our net income improved. Looking at the business regionally, Im particularly pleased with the growth in our U.S. business. We continue to transform our European business, and Im optimistic that the regions revenue trends will improve during the balance of the year. And the Asia Pacific business continued its strong revenue and profit performance.

Second-Quarter 2006 Results Gross profit decreased 4 percent to $438 million compared to $455 million in the second quarter of 2005. Gross margin was 46.0 percent of revenues for the second quarter of 2006 compared to 47.4 percent of revenues in the same period last year. The reduced gross margin in the 2006 period was primarily due to Europe and the U.S. Levis and Dockers brands as a result of changes in sales mix, increased investment in products and higher sales allowances to support customers marketing efforts, partially offset by an improvement in the margin for the U.S. Levi Strauss Signature brand. Selling, general and administrative expenses increased 3 percent or $9 million to $317 million in the second quarter of 2006 from $308 million in same period of 2005. Higher SG&A expenses in the 2006 period were primarily attributable to higher selling expense

associated with new company-operated Levis Stores in Europe and the United States, the impact of reversing a litigation reserve in the second quarter of 2005, and additional long-term incentive compensation expense during the 2006 period. These increases were partially offset by lower advertising and promotion expenses and lower distribution costs. Operating income for the quarter decreased $30 million to $115 million compared to $145 million in the second quarter of 2005. The decrease was primarily driven by lower operating income in Europe due to lower net sales and higher SG&A, partially offset by increased operating income in the U.S. Levi Strauss Signature, Asia Pacific and Mexico/Canada businesses. Interest expense for the second quarter of 2006 decreased 7 percent to $62 million compared to $66 million in the prior year period. The decrease was primarily attributable to lower interest rates and lower average debt balances during the 2006 quarter. Income tax for the quarter was a $17 million benefit compared to a $9 million expense in the 2005 period. The income tax benefit in the 2006 period is primarily attributable to the recognition of a $32 million discrete tax benefit arising from a change in subsidiary structure. The company expects the estimated annual effective income tax rate for Fiscal Year 2006 to be 42% compared to an actual annual rate of 45% in 2005.

Im encouraged by our growth in North America and Asia and our progress in Europe, said Hans Ploos van Amstel, chief financial officer. We continue to deliver strong margins while investing in our business. This, together with our working capital improvement, continues to yield strong free cash flow, which remains our key focus.

Investor Conference Call The Companys second-quarter investor conference call will be available through a live audio Web cast at http://www.levistrauss.com/Financials/EarningsWebcasts.aspx today, July 11, 2006, at 7 a.m. PST/10 a.m. EST. A replay is available on the Web site the same day and will be archived for one month. A telephone replay also is available through July 18 at 800-6421687 in the United States and Canada, or 706-645-9291 internationally; I.D. No. 2340581. This news release contains, in addition to historical information, forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. We have based these forward-looking statements on our current assumptions, expectations and projections about future events. We use words like believe, anticipate, intend, estimate, expect, project and similar expressions to identify forward-looking statements, although not all forward-looking statements contain these words. These forward-looking statements are necessarily estimates reflecting the best judgment of our senior management and involve a number of risks and uncertainties that could cause actual results to differ materially from those suggested by the forward-looking statements. Investors should consider the information contained in our filings with the U.S. Securities and Exchange Commission (the SEC), including our Annual Report on Form 10-K for the fiscal year ended 2005, especially in the Managements Discussion and Analysis -Financial Condition and Results of Operations and Risk Factors sections, our most recent Quarterly Reports on Form 10Q and our Current Reports on Form 8-K. Other unknown or unpredictable factors also could have material adverse effects on our future results, performance or achievements.

In light of these risks, uncertainties, assumptions and factors, the forward-looking events discussed in this news release may not occur. You are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date stated, or if no date is stated, as of the date of this news release. We are not under any obligation and do not intend to make publicly available any update or other revisions to any of the forward-looking statements contained in this news release to reflect circumstances existing after the date of this news release or to reflect the occurrence of future events even if experience or future events make it clear that any expected results expressed or implied by those forward-looking statements will not be realized.

LEVIS in India
In its hard line policy, Levi Strauss (India) Private Ltd, Indian subsidiary of Levi Strauss & Co. has decided to launch 100 to 150 franchisee retail stores annually for the next three years. At present, company reaches to its clients through 100 exclusive outlets in India. The company waits for Indian governments final clarifications on Foreign Direct Investment (FDI) in single brand retailing. According to company sources, FDI will go a long way in promoting organized retailing in India. However, the company does not want to initiate retailing on its own at this stage. It is eager to build a long-term association with 25-30 franchisee partners and focus on product innovation, brand building, retail design and key store operations, said Shumone Jaya Chatterjee, Managing Director, Levi Strauss (India) Pvt. Ltd.The interest in India as a sourcing hub has started picking up in the post-quota regime. India is one of the prime sourcing locations in the Asia Pacific region, which is to grow by leaps and bounds in next few years,

Need for the Study

The study helps firms and organizations improve their Marketing strategies by understanding issues such as: 1) The Psychology of how consumers think, feel, reason, and select between different alternatives ( e.g. brands, products ) 2) The Psychology of how the consumer is influenced by his or her environment (e.g. culture, family, signs, media) 3) The behavior of consumers while shopping or making other marketing decisions 4) How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. 5) How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer 6) How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. Understanding these issues helps us to adapt our strategies by taking the consumer into consideration; by understanding different messages compete for potential customers we can learn that effective advertisements must usually be repeated extensively. By understanding the consumer, we will be able to make a more informed decision as to which strategy to employ. As we know the Advertising and sales promotion activities for a product requires huge expenses. Hence companies should emphasize upon expenses. They

should come up with new and creative ideas and continue those activities which are fruitful to them.

Scope of the Study Belgaum city is one such market, wherein lots of potential for the jeans garment segment. City is on the stage of development. City needs the attention of the companies doing business in the field of clothing. Thus the scope of the study lies with the political boundaries of Belgaum city. Proposed outcomes/Benefit from the Study: The benefits to the company like Brand awareness, Mass communication, communicate to target markets, show unique features of the products, motivate people in selecting a particular brand, help in gather information and assist them in buying decision, build relationship with the consumers, maintain loyal consumers. Through this Company will find potential market in Belgaum city. If they are effective enough, then the company sales can be increased. It will be able to design successful campaigns and promotional activities and formulate the marketing strategy to push their product in the market effectively and also maintain the cost-effective factor. We will also be able to understand what is the popular means of communication, which media is more effective and which category of celebrities do the people recommend to communicate the benefits of a product.

3.I Research Design Objectives of the study Sampling Sampling Process Data collection Method Measurement and analysis Technique

3.II Analysis And Interpretation Findings, Suggestions and Conclusion

Research Design
Research Design: The research study was made keeping in mind the various factors that were worked out in informal discussion with the Levis, that would be included as a research object and the study can be based on the objectives. Steps in the Research Design Define the research problem Estimate the value of Information Select the data collection method Select the measurement technique Select the Sample Select the Analytical Approach Evaluate the ethics of the Research Specify time and financial cost Prepare the Research Proposal

1. Define the research problem To know customer response and expectations towards Levis lifestyle in the Belgaum City.

2.

Estimate the value of Information The value of information should exceed the expected cost. I am

conducting the sample survey method; because the population is very high & sample size for my research will 100 in number.

Step 3: Select the data collection method: Decided to go for survey methods i.e., stratified random sample. Using the questionnaire conducting the survey and using Dichotomous (close-ended), rating scale and open-ended questions.

Step 4: Select the measurement technique: Descriptive type of research, using the questionnaire with rating scale, open & close- ended questions.

Step 5: Select the sample: The sample would be the both customers with different institutions and organizations within Belgaum City.

Step 6: Select the Analytical Approach: Analyzing the collected information with the help of percentages (%) using SPSS software.

Step 7: Evaluate the ethics of the Research:

The collected information (data) will be used for solving the management problem and not for any non-ethical objects; the main objectives will be addressed.

Step 8: Specify time & financial cost: Time needed is (28 days + 16 weeks (2 days per week) so, 28+32 that is 60 days and the financial costs are, Daily expenses about 25/- for two months it would be, 1500/ Stationary and Printing about, 1500/Total financial cost = 1500 + 1500 = 3000/-

Step 9: Prepare the Research Proposal: My understanding of his project is as follows, The garments, particularly the jeans segment, are coming out with new style, quality, price trends and with latest fashions. The players in the segment are continuously engaged in sales promotional activities and advertising campaigns. But how far such activities are successful? Hence to know how marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer,

the impact of Advertising and Sales promotional activities should be studied so that it is easy to formulate the marketing strategies.

Objectives of the Study: 1. To find the impact of sales Promotional and advertisements on consumers 2. To find the awareness level with respect to the different brands available in the market. 3. To find the consumer expectations in sales promotional and advertisement campaigns. 4. To find the most significant mode of communication. 5. To find the type of celebrities that the consumer prefer.

Sampling:
Representation of a particular population. And is the subset of the population. Concerned to my project, in a city like Belgaum where a population of more than 4.5 lakhs exists each persons opinion cannot be sought. So the respondents were chosen randomly from different areas of Belgaum. The kind of sample taken for this study report is Stratified Random sampling one where the population is divided into mutually exclusive and mutually exhaustive strata or sub-groups and then a simple random sample is selected

within each of the strata or sub group. Thus the population is divided into different strata on the basis of regions.

SAMPLING PROCESS: Population: People from the Belgaum. Sampling frame : Educational institutions and organizations Sampling unit: Students and Professionals. Sampling size: 100 units. Sampling method: Stratified Random ( Convenience ) Sampling

Data Collection Methods:

The information necessary for this research study is collected by tapping primary and secondary sources. The sources are as follows: Primary Sources: c) Questionnaire d) Personal interaction Secondary Sources: b) Company Websites c) Related Information from Internet d) Company Reports

e) Books and Publications. Measurement and Analysis Techniques Using SPSS software The measurement and evaluation of the data is done using statistical tools and techniques such as: Simple percentage method Graphical representation Using data code sheet.

Analysis and Interpretation

Q1. Which brand comes to your mind when you think of Jeans Garments? First brand that comes to your mind
Frequency "New Port" "Ruf & Tuf" "Killer "Levi's" others Total 19 36 7 26 12 100 Percent 19.0 36.0 7.0 26.0 12.0 100.0 Valid Percent 19.0 36.0 7.0 26.0 12.0 100.0 Cumulative Percent 19.0 55.0 62.0 88.0 100.0

First brand that comes to your mind

others

"New Port"

"Levi's"

"Ruf&Tuf" "Killer

Interpretation Out of 100 respondents Surveyed 36% of them remember the Ruf and Tuf Brand, 26 % them remember Levis, 19% of them for Newport, 12% of them for Killer and rest 12% of them think o other brands like Armani, Safari, Polo and Denim Jeans.

Q2. Are you Aware of Levis Lifestyles?

Aware of Levis brand
Frequency Valid "Yes" "No" Total 86 14 100 Percent 86.0 14.0 100.0 Valid Percent 86.0 14.0 100.0 Cumulative Percent 86.0 100.0

Aware of Levi"s brand

"No"

"Yes"

Interpretation
Out of 100 Respondents surveyed 86% of the people are aware of Levis Lifestyle and 14% of them say that they are not aware of Levis Lifestyle products.

3. Which are the following Levis products you are aware of?
Jeans
Frequency Valid Missing Total "Yes" System 86 14 100 Percent 86.0 14.0 100.0 Valid Percent 100.0 Cumulative Percent 100.0

which are Levi's products you are aware of:- Jeans

120

100

80

60

40

Percent

20

0 "yes"

which are Levi's products you are aware of:- Jeans

Interpretation Out of 86 respondents surveyed on awareness of different products For the jeans it shows that 100% of them are aware of Levis Jeans.

b) T-Shirts
Frequency Valid "yes" "no" Total Missing Total System 54 32 86 14 100 Percent 54.0 32.0 86.0 14.0 100.0 Valid Percent 62.8 37.2 100.0 Cumulative Percent 62.8 100.0

T-Shirts
70 60 50 40 30 20

Percent

10 0 "yes" "no"

T-Shirts

Interpretation Out of 86 respondents surveyed on awareness of different products For the T-Shirt it shows that 63 % of them are aware of Levis Jeans and 37 % of them are still not aware of it.

c) Trousers
Frequency Valid "yes" "no" Total Missing Total System 39 47 86 14 100 Percent 39.0 47.0 86.0 14.0 100.0 Valid Percent 45.3 54.7 100.0 Cumulative Percent 45.3 100.0

Trousers
60

50

40

30

20

Percent

10

0 "yes" "no"

Trousers

Interpretation Out of 86 respondents surveyed on awareness of different products For the Trousers it shows that 45 % of them are aware of Levis Jeans and 55 % of them are still not aware of it

d) Belts
Frequency Valid "yes" "no" Total Missing Total System 17 69 86 14 100 Percent 17.0 69.0 86.0 14.0 100.0 Valid Percent 19.8 80.2 100.0 Cumulative Percent 19.8 100.0

Belts
100

80

60

40

20

Percent

0 "yes" "no"

Belts

Interpretation Out of 86 respondents surveyed on awareness of different products For the Belts it shows that 20 % of them are aware of Levis Jeans and 80 % of them are still not aware of it

e) Watches
Frequency Valid "yes" "no" Total System 11 75 86 14 100 Percent 11.0 75.0 86.0 14.0 100.0 Valid Percent 12.8 87.2 100.0 Cumulative Percent 12.8 100.0

Missing Total

Watches
100

80

60

40

20

Percent

0 "yes" "no"

Watches

Interpretation Out of 86 respondents surveyed on awareness of different products For the Watches it shows that 13 % of them are aware of Levis Jeans and 87 % of them are still not aware of it

f) Perfumes
Frequency Valid "yes" "no" Total System 19 67 86 14 100 Percent 19.0 67.0 86.0 14.0 100.0 Valid Percent 22.1 77.9 100.0 Cumulative Percent 22.1 100.0

Missing Total

Perfumes
100

80

60

40

20

Percent

0 "yes" "no"

Perfumes

Interpretation Out of 86 respondents surveyed on awareness of different products For the Perfume it shows that 22 % of them are aware of Levis Jeans and 78 % of them are still not aware of it

g) Caps
Frequency Valid "yes" "no" Total System 41 45 86 14 100 Percent 41.0 45.0 86.0 14.0 100.0 Valid Percent 47.7 52.3 100.0 Cumulative Percent 47.7 100.0

Missing Total

caps
60

50

40

30

20

Percent

10

0 "yes" "no"

caps

Interpretation Out of 86 respondents surveyed on awareness of different products For the Caps it shows that (48% ) of them are aware of Levis Jeans and (52 %) of them are still not aware of it

3) Came to Know about Levis Life style?

Frequency Valid "Friends" "Relatives" "NewsPaper" "T.V" "Others:" Total System 21 11 17 24 13 86 14 100 Percent 21.0 11.0 17.0 24.0 13.0 86.0 14.0 100.0 Valid Percent 24.4 12.8 19.8 27.9 15.1 100.0 Cumulative Percent 24.4 37.2 57.0 84.9 100.0

Missing Total

Came to Know about Levi's Lifestyle

30

20

10

Percent

0 "Friends" "Relatives" "New sPaper" "T.V" "Others:"

Came to Know about Levi's Lifestyle

Interpretation Out of 86 respondents surveyed on the question of how did they came to know about Levis (47%) of them say that thru the means of T.V and Newspapers, (53%) of them thru friends and relatives and other sources.

4). Advt & Sales promotion gives me lot of Information

Frequency Valid "Strongly .Agree" "Agree" "Neither Agree nor Dis Agree" "Dis-Agree" Total System 17 38 21 Percent 17.0 38.0 21.0 Valid Percent 19.8 44.2 24.4 Cumulative Percent 19.8 64.0 88.4

10 86 14 100

10.0 86.0 14.0 100.0

11.6 100.0

100.0

Missing Total

Advt & Sales promotion gives me lot of Information

50

40

30

20

Percent

10

0 "Strongly .Agree" "Agree" "Neither Agree nor D "Dis-Agree"

Advt & Sales promotion gives me lot of Information

Interpretation Out of 86 respondents surveyed 38 (44%) of them agree on that issue advertisements and sales promotion gives them lot of information, 17 (20%) of them very strongly believe in them. 21 (24%) of them are Neutral and 10 (12%) of them dont agree

5). Rating Levi's Lifestyle

1. Cost Effective (1 to 5)! (1 being high and 5 being low)
Frequency Valid "A" "B" "C" "D" "E" Total System 24 21 19 17 5 86 14 100 Percent 24.0 21.0 19.0 17.0 5.0 86.0 14.0 100.0 Valid Percent 27.9 24.4 22.1 19.8 5.8 100.0 Cumulative Percent 27.9 52.3 74.4 94.2 100.0

Missing Total

Rating Levi's Lifestyle

30

1. Cost Effective

20

10

Percent

0 "A" "B" "C" "D" "E"

Rating Levi's Lifestyle

1. Cost Effective

Interpretation Out of 86 respondents surveyed on the question of Cost Effective of Levis Jeans, it is found that 24 (28%) rank on A, Which means highly returns of the product, followed 21(23%) rank on B, 19(22%) by C, 17(21%) by D, and lastly 5(6%)on E, Which mean product is not so cost effective.

2. Quality
Frequency Valid "A" "B" "C" "D" "E" Total System 30 18 11 13 14 86 14 100 Percent 30.0 18.0 11.0 13.0 14.0 86.0 14.0 100.0 Valid Percent 34.9 20.9 12.8 15.1 16.3 100.0 Cumulative Percent 34.9 55.8 68.6 83.7 100.0

Missing Total

2. Quality
40

30

20

10

Percent

0 "A" "B" "C" "D" "E"

2. Quality

Interpretation Out of 86 respondents surveyed on the question of Quality of Levis Jeans, it is found that 30 (35%) rank on A, Which means high quality of the product, followed 18 (21%) rank on B, 13(15%) by D, 11 (13%) by D, and lastly 14(16%) on E, Which mean product, is not so of superior Quality.

3. Availability
Frequency Valid "A" "B" "C" "D" "E" Total System 6 10 16 18 36 86 14 100 Percent 6.0 10.0 16.0 18.0 36.0 86.0 14.0 100.0 Valid Percent 7.0 11.6 18.6 20.9 41.9 100.0 Cumulative Percent 7.0 18.6 37.2 58.1 100.0

Missing Total

3. Availability
50

40

30

20

10

Percent

0 "A" "B" "C" "D" "E"

3. Availability

Interpretation Out of 86 respondents surveyed on the question of Availability of Levis Jeans, it is found that 36(42%) rate on E, 18(21%) on D, 16(18%) on C, 10(12%) on D, and rest 6(7%) on A. People are not happy about the availability; they mean to say more no of outlets should be there.

4. Advertisement
Frequency Valid "A" "B" "C" "D" "E" Total System 12 19 23 21 11 86 14 100 Percent 12.0 19.0 23.0 21.0 11.0 86.0 14.0 100.0 Valid Percent 14.0 22.1 26.7 24.4 12.8 100.0 Cumulative Percent 14.0 36.0 62.8 87.2 100.0

Missing Total

4. Advertisement
30

20

10

Percent

0 "A" "B" "C" "D" "E"

4. Advertisement

Interpretation Out of 86 respondents surveyed on the question of Advertisement of Levis Jeans, it is found that 23(26%) rank on C, followed 21(24%) rank on D, 19(22%) by B, 12(15%) by A, and lastly 11(13%) on E, Which mean Advertisement is not so effective and also more no of advertisements should be there.

5. Others (Durability, Color, Look and latest model of jeans)

Frequency Valid "A" "B" "C" "D" "E" Total System 14 31 18 12 11 86 14 100 Percent 14.0 31.0 18.0 12.0 11.0 86.0 14.0 100.0 Valid Percent 16.3 36.0 20.9 14.0 12.8 100.0 Cumulative Percent 16.3 52.3 73.3 87.2 100.0

Missing Total

5. Others
40

30

20

10

Percent

0 "A" "B" "C" "D" "E"

5. Others

Interpretation Out of 86 respondents surveyed on the question of Durability, Color, Look and latest model of jeans) it is found that 31(36%) rank on B, followed 18(21%) rank on C, 14(16%) on A, 12(14%) on D and rest 11(13%) on E.

Celebrities do you prefer

Frequency Valid "Film-Stars" "Sport-Stars" "Others" Total System 43 32 11 86 14 100 Percent 43.0 32.0 11.0 86.0 14.0 100.0 Valid Percent 50.0 37.2 12.8 100.0 Cumulative Percent 50.0 87.2 100.0

Missing Total

Celebrities do you prefer

60

50

40

30

20

Percent

10

0 "Film-Stars" "Sport-Stars" "Others"

Celebrities do you prefer

Interpretation Out of 86 Respondents for the question of celebrities, it showed that 43(50%) of them think Film-Stars, Followed by 32(37%) on Sport stars and rest 11(13%) say them should be promoted by others like models and other Personalities.

Rate Sales Promotion activities 1, Scratch & Win Promotion

Frequency Valid "A" "B" "C" "D" "E" Total System 10 17 14 24 21 86 14 100 Percent 10.0 17.0 14.0 24.0 21.0 86.0 14.0 100.0 Valid Percent 11.6 19.8 16.3 27.9 24.4 100.0 Cumulative Percent 11.6 31.4 47.7 75.6 100.0

Missing Total

Rate Sales Promotion activities 1, Scratch & Win

30

Promotion

20

10

Percent

0 "A" "B" "C" "D" "E"

Rate Sales Promotion activities 1, Scratch & Win

Promotion

Interpretation Out of 86 respondents surveyed on the question of sales promotion thru Scratch and win 24(28%) rank on D, followed by 21(24%) on E, 17(20%) by B, 14(16%) on C and rest of 10(12%) on A.

2. Complimentary Gifts
Frequency Valid "A" "B" "C" "D" "E" Total System 32 19 18 10 7 86 14 100 Percent 32.0 19.0 18.0 10.0 7.0 86.0 14.0 100.0 Valid Percent 37.2 22.1 20.9 11.6 8.1 100.0 Cumulative Percent 37.2 59.3 80.2 91.9 100.0

Missing Total

2. Complimentary Gifts
40

30

20

10

Percent

0 "A" "B" "C" "D" "E"

2. Complimentary Gifts

Interpretation Out of 86 respondents surveyed on the question of sales promotion thru Complimentary Gifts 32(37%) rank on A, followed by 19(22%) on B, 18(21%) by C, 10(12%) on D and rest of 7(8%) on E.

3. Discount
Frequency Valid "A" "B" "C" "D" Total System 41 28 11 6 86 14 100 Percent 41.0 28.0 11.0 6.0 86.0 14.0 100.0 Valid Percent 47.7 32.6 12.8 7.0 100.0 Cumulative Percent 47.7 80.2 93.0 100.0

Missing Total

3. Discount
60

50

40

30

20

Percent

10

0 "A" "B" "C" "D"

3. Discount

Interpretation Out of 86 respondents surveyed on the question of sales promotion thru Discount 41(48%) rank on A, followed by 28(32%) on B, 11(13%) by C, and rest of the 6(7%) on D.

4. Exchange Facilities
Frequency Valid "A" "B" "C" "D" "E" Total System 12 22 37 7 8 86 14 100 Percent 12.0 22.0 37.0 7.0 8.0 86.0 14.0 100.0 Valid Percent 14.0 25.6 43.0 8.1 9.3 100.0 Cumulative Percent 14.0 39.5 82.6 90.7 100.0

Missing Total

4. Exchange Facilities
50

40

30

20

10

Percent

0 "A" "B" "C" "D" "E"

4. Exchange Facilities

Interpretation Out of 86 respondents surveyed on the question of sales promotion thru Exchange Facilities 37(43%) rank on C, followed by 22(26%) on B, 12(14%) by A, 8(9%) on E and rest of 7(8%) on D.

Sales promotion and advertisements necessary to buy

Frequency Valid "Yes" "No" Total Missing Total System 72 14 86 14 100 Percent 72.0 14.0 86.0 14.0 100.0 Valid Percent 83.7 16.3 100.0 Cumulative Percent 83.7 100.0

salespromotion and advertisiements necessary to buy

100

80

60

40

20

Percent

0 "Yes" "No"

salespromotion and advertisiements necessary to buy

Interpretation From the Survey it is clear that 72(84%) of them believe that advertisement and sales promotion are necessary to Buy and rest 14(16%) dont think so.

Would like to get more information on Levis

Frequency Valid "Yes" "No" Total System 61 25 86 14 100 Percent 61.0 25.0 86.0 14.0 100.0 Valid Percent 70.9 29.1 100.0 Cumulative Percent 70.9 100.0

Missing Total

would like to get more information on Levi"s

80

60

40

20

Percent

0 "Yes" "No"

would like to get more information on Levi"s

Interpretation From the Survey it is clear that 61(71%) of them say that they want to have and know more information regarding Levis and rest 25(29%) are contempt with the information provided.

Yours Profession
Frequency Valid "Student" "Professionals" "Others" Total 46 37 17 100 Percent 46.0 37.0 17.0 100.0 Valid Percent 46.0 37.0 17.0 100.0 Cumulative Percent 46.0 83.0 100.0

Profession
"Others"

"Student"

"Professionals"

Interpretation The survey was made for 100 Respondents, in which 46 of them were Students, 37 of them were Professionals and rest 17 of them were government and other job holders.

Gender
Frequency Percent Valid Percent Cumulative Percent 57.0 100.0

Valid

"Male" "Fe-male" Total

57 43 100

57.0 43.0 100.0

57.0 43.0 100.0

Gender
"Fe-male"

"Male"

Interpretation The survey was made for 100 Respondents, in which 57 of them were Male and rest 43 of them were Female.

Yours Age
Frequency Valid "Below 18" "18-30" 31-45" "Above 45" Total 21 39 27 13 100 Percent 21.0 39.0 27.0 13.0 100.0 Valid Percent 21.0 39.0 27.0 13.0 100.0 Cumulative Percent 21.0 60.0 87.0 100.0

Age

"Above 45" "Below 18"

31-45"

"18-30"

Interpretation The survey was made for 100 Respondents, in which 39 were between 18 to30 age, 27 were 31 to 40, 21 were less than 18 and rest 13 were above 45.

Findings:
Ruf and Tuf jeans is the top of the mind brand with a leading 36% Followed by Levis with 26%, so the nearest competitor is New Port Jeans with 19% 86% of the people are aware of Levis Lifestyle Levis Products 100% of them are aware of Levis Jeans. 63% of them are aware of Levis T-Shirts. 48% of them are aware of Levis Caps 45% of them are aware of Levis Trousers. 22% of them are aware of Levis Perfumes 17% of them are aware of Levis Belts. 13% of them are aware of Levis Watches. Television is the most popular means of communication with 28% followed by friends with a competing percent of 24%. 45% of the respondents agree while 20% of the respondents strongly agree that sales promotion and advertisement gives a lot of information in making buying decision. Product attribute like Quality is ranked the highest with 35%, followed by cost effective with 28%, and product attributes like Availability, Advertisements, color, Look and Latest Model have been rated very Low With 7%, !4% and 28% respectively.

Preferences to Film Personalities for Advertisements stand on top position with 50% followed by Sport Personalities with 37%

Sales Promotional Activities ranked by respondents shows that 48% of the respondents prefer discounts, 37% prefer complimentary gifts, 14% of them prefer exchange facility, while rest of 12% of them prefer scratch and win facilities.

84% of the respondents feel that Sales promotional & Advertisement Campaigns are necessary in making buying decision.

There are about 71% of the respondents who need information regarding Levis, which is indirectly the potential market to the company.

Suggestions:1. Companies have to concentrate on the influencing group of individual like friends and relatives who can act as a powerful source of media to communicate or create brand awareness 2. Companies should try to provide more information via advertisement and create awareness about the different products and influence the people in making buying decision. 3. Brand Ambassadors should be selected from the Film Celebrities. 4. Companies must use their best ability to communicate to the people thru their effective and informational Ads and sales promotional activities to find the potential market. 5. Give prior importance to Discounts, Complimentary gifts and exchange facilities while designing promotional activities. 6. Sales promotional and advertisement campaigns are necessary evils for companies to survive in the market. It is an asset to the company and hence it should be continued with innovative ideas.

Conclusion
From the above discussion we can say that it has been able to establish itself to some extent, but it has to concentrate more on its awareness level of different products. Though there is some response from the customers, but this response when compared to Ruf & Tuf is very less. Companies have to concentrate not only on T.V ads, Newspaper as communication media but also on influencing group of individuals like friends and relatives. Discount and cost effective is of prior importance to the respondents rather than the looks or advertisement of the product. Most of the respondents agree that advertisements and other sales related promotional activities give a lot of information in making buying decision. People recommend film celebrities than sports celebrities. Television is the most popular media but another emerging media can be influencing group like friends and relatives. Consumers expect short, humorous and attractive advertisement as well as attractive gifts, gift coupons, exchange facilities, etc under sales promotions. Thus to conclude we can say that

Comparing to other brands LEVIS has a very well goodwill in the market. Even though it is facing some problems because of local and other brands. So it should try to create awareness, provide good service with good quality.

Appendix Questionnaire References

Weekly Reports

Questionnaires
I am pleased to introduce as myself as MBA student of PEST institute of management studies Belgaum as a part of curriculum I here undertaken reach study An Empirical Study on the effectiveness of Advertisements and Sales promotion to enhance the sales of Levis Lifestyle at Belgaum city information provide by you will be strictly kept confidently and used academic purpose only. 1. Which brand comes to your mind when you think of Jeans Garments? a) Newport d) Armani b) Ruf & Tuf e) Any other Specify c) Killer

2. Are you aware of Levis Lifestyle? a) Yes b) No

3. Following Levis Products you are aware off Products 1. Jeans 2. T-Shirts 3. Trousers Aware- Off

4. Belts 5. Watches 6. Perfumes 7. Caps

4. How did you come to know about Levis lifestyle? a) Friends d) Television b) Relatives e) Magazines c) News paper f) Others

5. Advertisements and sales promotion will give me a lot of information to buy Levis Lifestyle clothes a) Strongly Agree d) Disagree ee b) Agree c) Neither agree nor disagree

e) Strongly disagree

6. Rating the following Levis Lifestyle garments based on the following factors (Rank on a scale 1 to 5 1 being high and 5 being least) 1 (high) Cost effective Quality Availability Advertisement Others 2 3 4 5(low)

7. When do you recommend for an advertisement and sales promotional activities

8. Which celebrities do you prefer in an advertisement to promote Levis lifestyle? a) Film b) Sports c) Others

9. Rank the following sales promotional activities (Rank on a scale 1 to 4 1 being high and 4 being least)

1 (high) Scratch & win Complimentary gifts Discounts Exchange facility

4 (low)

10. What do you expect in sales promotion and advertisement campaigns?

11. Do you feel sales promotion and advertisement campaigns are necessary to making buying decision? Yes No

12. Would you like to get more information regarding Levis Lifestyle? Yes No

13. Your Profession Student Professionals others

14. Your Gender Male Female

15. Your age Below 18 years 18-30 Above 45 years 30-45

16.NAMEADRESS CITY OCCUPATION AGE PHONE NO

REFERENCES

A A. B. C. D. E. WWW.LEVISSTRAUSS.COM WWW.GOOGLE.COM WWW.EXPRESSINDIA.COM WWW.BUSINESSWORLD.COM WWW.INDIAINFOLINE.COM]

B TEXT BOOKS Marketing management by Philip kotler Marketing research by Tull and Hawkins

C. Other Material 1. Pamphlets 2. Handouts

i
Mark Clemente, op cit.

ii
Larry Greene, Proctor & Gamble

iii
Natalie Goldberg. (1986). Writing Down the Bones: Freeing the Writer Within. Shambhala Publications.

iv
from Oakley Hall. Quoted on Jays writing page at jaycross.com