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Introduction

Type Industry Founded Founder(s) Headquarters NO. of locations Area served Key people Products Revenue Owner(s) : Private : Clothing : 1869 : Levi Strauss : San Francisco, California, U.S. : 470 company-operated stores : Worldwide : Robert A. "Bob" Eckert, Chairman of the Board R. John Anderson, President and CEO : Jeans : US$ 4.303 billion : Descendants of Levi Strauss

Products
It has served its customer base with a wide variety of products. The company designs & markets jeans & jeans related pants, casuals, shirts, jackets & related accessories & have four main lines under the brand Levis.

Red Tab TM
Their Red Tab product line identified by their Tab Device trademark on the back pocket, encompasses a variety of basic jeans with different silhouettes, fits, fabrics(Denim & corduroy).Their core line is anchored by the classic 501 button-fly jean.

Products
SilverTab TM :
More fashion forward product range. Features technologically advanced fabrics Innovative finishes for denim jeans.

Levi's Engineered Jeans TM:


Reinvention of the blue jean & the first international jean wear launch in Levi's History. Unique style, Superior Comfort & ease of movement are claimed USPs.

OTHER:
Levi's Vintage clothing for jeans is a premium line available through high-end specialty stores & independent retailers in Europe, Asia 7 the USA. Designed to reflect both their heritage & modern design concepts. Also have a range of leather shoes, watches & accessories.

Price
Price is the currency value charged to buyer by the company for a product or service. Is one of the most important elements of the marketing mix, as it is the only mix, which generates a turnover for the organization. The pricing for Levi's products is managed & controlled by Revenue Optimization Team located at Singapore.

Price of a product is influenced by the following factors:Cost of the product Demand of the product Uniqueness and innovative features of the product Spending capacity of target market

Place
The importance of Place can be observed for following: To provide desired products at proper place. To fulfil the requirements of every locality according to the taste of the people. To increase the brand equity by reaching every corner of the world Levi's brand of products are sold in 49 countries, Dockers brand in 31 countries and Levi Strauss Signature brand in 4 countries LS & CO. placed its products according to following strategies. Placing according to Class and Attributes:

Placing according to Competitors:


Placing according to Price and Quality: Placing according to Technology:

Promotion
Objectives of Promotion: To inform, persuade and remind the potential customers about its

products
Increase awareness and build primary demand To build strong brand equity. Build Companys image . For the promotion Levi Strauss & Co. adopts a very effective strategy & media mix.

Newspapers, fashion magazines, Billboards, TV Commercials, Social Networking Site & other internet resources are different mediums used by Levis

SWOT analysis
Strengths
Brand Equity Financial independence Management Expertise in Jeans Industry Global Presence

Weakness
High cost of brand protection Small market penetration Distribution Conflicts

Opportunities
Arising new markets like Russia Technological enhancements for cost control Low cost segments

Threats
Saturation of Jeans market Fast changes in consumer taste Economic downturns in some countries Lack of protection of property rights Increasing Competition on global level.

Market Segmentation
Market consist of wide range of buyers which acts as a challenge to seller. To overcome this, Market segmentation is used.

Market segmentation is the selection of groups of people who will be most receptive to a product.
The most frequent methods of segmenting can be classified as follows:
Demographic Age Sex Race Income & Occupation Education Household status Psychographic Life-style Activities Interests and opinions Product use patterns Product benefits Geographic Region, Country Market size Market Density Climate

Geodemographics is the mix of geographic. Demographic & lifestyle segmentation.

Market Segmentation
Levis has introduced different categories covering all age groups.

Further to this, all categories are made up of different patterns & styles which gives the customers freedom to chose the most appropriate one for them.

Market Segmentation
In order to cater to different set of buyers, they also brought brands in the market at different points of time.

Levi's: Since their invention in 1873, Levi's jeans have become one of the
most successful and widely recognized brands in the history of the apparel industry

Dockers brand, which pioneered the movement toward business casual,


has led the U.S. khaki category since the brand's 1986 launch, and is now available in numerous countries.

Levi Strauss Signature: In 2003 the launch of the Levi


Strauss Signature brand, giving value consumers high-quality and fashionable clothing from a company on which the consumers trust.

Benefits of Segmentation
Seller gets the customer oriented approach by segmentation.

It gives an idea to seller about the coverage of his products, which proves beneficial in target setting .
Effective Promotion of products is achieved within segments by implementing appropriate medium for example: electronic medium like TV commercials for youth. Plays a vital role in decision making for marketing mix & forecasting. Seller can provide customers stylish, better quality and different product keeping in view its cost.

Market Targeting
Targeting is the second stage in the marketing followed Segmentation. After the market has been separated into its segments, the marketer will select

a segment or series of segments and 'target' it/them by resources and efforts.


Single Segment With Single product One Product for all segments Multi-segment approach

Market Positioning
In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization Positioning is all about 'perception' The term 'positioning' refers to the consumer's perception of a product or service in relation to its competitors. You need to ask yourself, what is the position of the product in the mind of the consumer? Some of Levis competitors include: Calvin Klein Gap Jeans VF Corp (Lee, Wrangler) Tommy Hilfiger

Conclusion
Over the years, the company maintained profits by providing a wide range of products, capturing new markets, and increasing its market shares. Using marketing mix with most appropriate way, Levis has achieved a status quo in market & has succeeded in maintaining the same.

The company created barriers to its competitors by differentiating its product from generic jeans.
Levis has become a sign of uniqueness, which earns demand for the products.

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