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Presented By:
Rahul Vatsayan (08DM031)
Rajan Jha (08DM032)
Kushan Kumar(08DM018)
INTRODUCTION
Brand Audit
§Behavioral and Psychological nature of Brand Equity
Levis Strauss
§Established in 1853 by Levi Strauss
§
§A premium brand in apparel segment operating globally
PRODUCT PORTFOLIO
DENIM NON- SHIRTS JACKETS OTHE
PANTS
LEVI’S DENIM
DOCKERS DOCKERS LEVI’S R
Portfolio
Demographic Environment
§Focuses more on mature generation
§Does not position itself as a brand for
fashion statement
§
Social Environment
Classification of Customers
Liberated Youngsters (%)
13
Modern Customers 18
Behind the times 20
Rebellious Youngsters 22
Orthodox Customers 27
E X T E R N A L MARKETING
E N V IR O N M E N T
Technological Environment
§Levis focuses on internet advertising
§Levis has come up with new engineered jeans and Levis 501 in response to
above challenges
COMPETITOR ANALYSIS
PRODUCT LIFECYCLE
PRESENT NEW
R
K
E MARKET DEVELOPMENT DIVERSIFICATION
Marketing Channels
§Focus on retail relationship
Segments Identified
§Trend Initiators
§Trend Influencer
§Early adopters
§Traditional
§Value driven
§Local brands entry and low growth compelled levis to vacate the
middle price segment (Spykar, Killer, Wrangler)
Levis Promotion
WEAKNESSES
üHigh costs of brand protection
üLack of control over quality (licensing)
üLack of control over distribution decisions (retailers pressure to stop selling
on the web)
SWOT Analysis
OPPORTUNITIES :
üArising of new market segments
üTechnological development lower production and coordination activities
üLow manufacturing and production costs in international markets
üDevelopment in other industries such as electronic (MP3 PLAYER) could pose new
opportunities for complementing new LEVI’S products
üTotal market for casual wear is growing
THREATS
Saturation of the jeans market
Competition from products of the higher end of the market
Economic downturns in some countries
Fast changes in the consumer tastes
Local regulations on the advertisements in countries like India, china
Lack of protection of property rights
Increase in the local competition
Research Methodology
Research objectives
-Accessing the strength of brand equity(awareness/preference,
effects of price)
-Core loyalty
-
-Profiling the brand users
-
-Brand image ownership (attributes, subjective considerations,
emotions associated with the brand)
-Brand attitude
Study Results
Results
RESULTS
RESULTS:
qCustomers consider Levi's as a brand with good product
quality majorly(35.29)
qThese enables us to paint a good picture of how customers
‘see’ Levi's as a brand.
Brand Attitude
RESULTS:
Levi’s is the leader in delivering the brand name benefit
20.58% of respondents feel Levi's does not deliver benefit
Only 14.70% of respondents feel that SpyKar does not deliver benefit
at all
Comparative Analysis :Design/Style
RESULTS:
Levi’s again emerges to be a leader in delivering the design/style
benefit
Only 20.58% of respondents say wrangler does not deliver the
benefit at all as compared to levi’s 26.47%
Comparative Analysis: Price Benefit