Levis Jeans

Fitting your (life)style

Amit Goel Iravati Hingne Brian Kang Kristen Karas Divye Rawat Rebecca Kattleman

Business Situation Analysis

Saturating jeans market Rapidly changing consumer tastes Increasing competition Weak brand identity
North America Sales
$2.53
$2.55

Declining Sales

$2.54

$2.50

$2.47 $2.45

Sales ($ Billion)

$2.45

$2.40

$2.35
$2.35

$2.30

$2.25
2005 2006 2007 2008 2009

Business Objective

Increase sales Increase market share of target segment Rejuvenate the brand and associate it with a strong brand identity Encourage switching behavior from competitor brands

Proposed Positioning
Accessible

Old Navy

Fleeting/ Trendy

Lasting/ Classic

Exclusive

Consistent and clear positioning as Classic jeans that are accessible in terms of reach, style, size and price Captures consumers aspirations during their transitory phase Provides sustainable competitive advantage due to strong heritage

Positioning Statement

For style-conscious transitionals who are in between frivolous fashion & boring basics, Levis is a brand of jeans whose enduring story lets you know your style will last as well, while still being relevant and accessible.

Strategic Value Customer

Customer Insight: Men and women (25-40 years) transitioning from self centered lifestyle to a more responsible phase comprising of career, family and responsibilities. They would be a loyal customer for life once the connection is made.

Category Motivation: Look for casual clothing that is more classic, elegant, and relevant and one which symbolizes independence and maturity. Aspire to look stylish at the same time functional.
Relevance of Levis: History of innovation leading to trust. Brand that transitioned during various phases of American history.

Marketing Objective & Challenge

Objective Increase sales. Create an intelligent, mature persona that transitionals aspire to become. Refresh brand image while preserving Levis iconic status. Challenge
Make Levis the brand of choice for SVC. Instill belief in Levis new brand identity and persona. Remind customers of the heritage and quality unique to Levis.

Communication Goal
Make customers believe that Levis will be their classically stylish partner during and after the transitory phase of their lives.

Programs
Remind SVCs about Levis heritage and the transitory times the brand has endured. Emphasize product relevance (style, comfort, size). Create opportunities to experience the brand.

Media Plan

Integrated Mkt. Comm. Flow Chart

Media Selection

Spending by Medium
Thousands

Source: Benecol & DMI Case

Selection Process

Source: Benecol & DMI Case, Data from Class instructor

Commercial

AVO: Since 1853, Levis jeans have been there for all of Americas milestones.

AVO: The California Gold Rush,

AVO: the Roaring Twenties,

AVO: the end of the Second World War,

AVO: Woodstock,

AVO: the Internet age,

AVO: and the election of Obama.

AVO: Levis has experienced it all alongside us.

AVO: As you transition through the many stages of your life, Levis will be there for

Levis Jeans: Fitting your (life)style since 1853.

AVO: Levis Jeans: Fitting your (life)style since 1853.

Print Advertisements

Print Ad #1

Print Ad #2

Youre Invited
What: Levis and Lingerie, a Fitting Event Where: Macys on Main Street When: August 28, 2010 from 1:00-5:00pm Why: Women always have a tough time finding well-fitting jeans and bras. Macys is offering a complimentary fitting session for our most valued customers. Find the jeans and bras that fit your body and your lifestyle.

Measurement Techniques

Brand Awareness & Interest

Levis website visit frequency and duration Facebook fan count and page visits Customers surveys and enquiries at

POS Online

Click through Rate on search engine

Sales
Store traffic before and after the start of ad campaign Sales before, during and after the ad campaign Coupons redemption rate

Q&A

Backup

Impact of Positioning Decision

Contemporary and classy styles only; might require reorganization of existing product lines Large selection in terms of styles, sizes and fabric might mean a higher inventory Affordable price points might require procurement and process redesign Multiple retail channel partnerships