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    28492482 levis-advertising-plan 28492482 levis-advertising-plan Document Transcript

    • Advertising Plan of Levis Strauss CompanyTable of ContentsDedication …………………………………………………………………….. 01Acknowledgement …………………………………….…………………….. 02Executive Summary ………………………………………………………….. 03Introduction …………………………………………………………………… 04History …………………………………………………………………………... 05Brands ………………………………………………………………………….. 06Values ………………………………………………………………………….. 09Vision Statement …………………………………………………………….. 10Mission Statement …………………………………………………………… 11Aspiration Statement ……………………………………………………….. 12Situation Analysis …………………………………………………………….. 14Competitive Analysis ……………………………………………………….. 14Current Market Need ………………………………………………………. 15SWOT Analysis ………………………………………………………………… 17Objectives …………………………………………………………………….. 20Scanning Environment ……………………………………………………... 21 1
    • Advertising Plan of Levis Strauss CompanyMarket Segmentation ……………………………………………………. 22Target Market ………………………………………………………………. 28Marketing Mix ………………………………………………………………. 30Product Attributes ………………………………………………………… 31Brand Positioning …………………………………………………………. 32Brand Personality …………………………………………………………. 32Features Analysis Chart ………………………………………………….. 33Implementation …………………………………………………………… 35Evaluation ………………………………………………………………….. 38Budgeting ………………………………………………………………….. 41Media Strategy ……………………………………………………………. 48 2
    • 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 3
    • 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. ACKNOWLEDGEMENTFirst of all we would like to thank ALLAH ALMIGHTY, who blessed us the courage toaccomplish this project. Apart from the efforts of us, the success of this projectdepends largely on the encouragement and guidelines of many others. We take thisopportunity to express my gratitude to the people who have been instrumental in thesuccessful completion of this project.Then, there is a great contribution of our family members, whosupported us with all the aspects at every stage of this project.We would like to show my greatest appreciation to Mr. Ahmad SohailKhan. We can’t say thank you enough for his tremendous support andhelp. We feel motivated and encouraged every time we attend hisclass. Without his encouragement and guidance this project would nothave materialized. A pleasure gratitude to 4
    • Advertising Plan of Levis Strauss CompanyThe guidance and support received from all the team members who,was vital for the success of the project. We greatly mention thecooperation of team members. Team of Concept Creators, MBA 3rd, Executive SummaryThis integrated marketing communications plan is designed for new advertisingcampaign for Levis Strauss Company. Levis Strauss Company is manufacturer ofjeans and many other clothing products. Brands are very famous due to style andquality and people feel prestige while using the products of Levis.The plan includes introduction history of the company and it also includes promotionanalysis, corporate strategies, Objectives, relevant advertisings through differentmediums like TV, Radio, Newspapers, billboards, budgeting for the entire campaignetc. 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. 5
    • 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 productsINTRODUCTION:Levi Strauss & Co. (LS&CO.) is one of the worlds largest brand-name apparelmarketers with sales in more than 110 countries. There is no other company with acomparable global presence in the jeans and casual pants markets. Today, theLevis® trademark is one of the most recognized in the world and is registered inmore than 160 countries. The company is privately held by descendants of the familyof Levi Strauss. Shares of company stock are not publicly traded. The companyemploys a staff of approximately 8,850 people worldwide, including approximately1,000 people at its San Francisco, California headquarters. Levi Strauss & Cocurrently makes jeans in approximately 108 sizes and 20 finish fabrics. With 2007 netsales of $4.1 billion, the company is committed to building upon strong heritage andbrand equity as they position the company for future growth. 6
    • Advertising Plan of Levis Strauss CompanyHISTORY 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 18areoffering many products according to different segments defined further undersegmentation. They are doing business all over the world and expanded their outletsthroughout the world. On the other side they are manufacturing their jeans and otherproducts through outsourcing from different countries. In Pakistan Crescent BahumanLtd and Nishat Mills are their main manufacturers. The brands that are offering bythem are given below under product offer.Product Offerings: 7
    • Advertising Plan of Levis Strauss CompanyBy segmenting their target market they are offering different products to differentconsumers detail is given below:BRANDS:The products of Levi Strauss & Co are sold under three brands:Levis®:Invented in 1873, Levis® jeans are the original, authentic jeans. They are the mostsuccessful, widely recognized and often imitated clothing products in the history ofapparel. Levis® jeans have captured the attention, imagination and loyalty ofgenerations of diverse individuals. As the inventor of the category, the Levi’s brandcontinues to define jeans wear with widest range of products available fromquintessential classics, such as the famous Levis®501® Original jean to favorite fitsand styles in our Red Tab™ and Levis® Premium collections. 8
    • Advertising Plan of Levis Strauss Company .Dockers®: Launched in 1986 in the United States, Dockers® brand products andmarketing played a major role in the creation of a new apparel category for menspants and the shift to casual clothing in the workplace. Dockers® Khakis quicklybecame the No. 1 khaki pant brand in the United States .In 1988, the brand launchedDockers® for Women, a feminine interpretation of Dockers® brand apparel. The lineoffers 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 acomplete assortment of stylish and innovative products — including a full line of tops,footwear, outerwear and accessories — for a broad range of consumers. 9
    • Advertising Plan of Levis Strauss CompanyLevi Strauss Signature™:The Levi Strauss Signature™ brand was launched in 2003 exclusively for consumerswho shop in the mass channel. The brand gives value-conscious consumers access tohigh-quality, affordable and fashionable jeans wear from a company and name theytrust. 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 10
    • Advertising Plan of Levis Strauss Company • SHOESVALUES: Levi Strauss & Co. has four major core values. These are 1. Empathy 2. Originality 3. Integrity 4. CourageLevi Strauss & Co. says, “Our corporate values -- empathy, originality, integrity and courage -- are thefoundation of our company and corporate values -- empathy, originality, integrity andcourage -- are the foundation of our company and define who we are. They underliehow we compete in the marketplace and how we behave. Define who we are. Theyunderlie how we compete in the marketplace and how we behave.” 11
    • Advertising Plan of Levis Strauss CompanyVISION STATEMENT:When LS & Co. describe the future of Levi they are talking about a building on thefoundation they have inherited: affirming best of their Company’s tradition, closinggaps that may exist between principles and practices and updating some of theirvalues to reflect contemporary circumstances. 12
    • Advertising Plan of Levis Strauss CompanyMISSION STATEMENT The mission of Levis Strauss & Co. is to sustain responsible commercial;success as a global marketing company of branded apparel. We must balance goalsof superior profitability and return on investment, leadership market positions, andsuperior products and services. We will conduct our business ethically anddemonstrate leader ship in satisfying our responsibilities to our communities and tosociety. Our work environment will be safe and productive and characterized by fairtreatment, teamwork, open communications, personal accountability andopportunities for growth and development. 13
    • Advertising Plan of Levis Strauss CompanyASPIRATION STATEMENT:They want a company that make them proud of and committed to, where allemployees have an opportunity to contribute, learn, grow and advanced based onmerit, not politics or background. They want their people to feel respected, treatedfairly, listened to and involved. Above all, they want satisfaction fromaccomplishments and friendships, balanced personal and professional lives, and tohave fun in our endeavors. 14
    • Advertising Plan of Levis Strauss Company Situation AnalysisSituation Analysis 15
    • Advertising Plan of Levis Strauss CompanyLevi Strauss and Company is approaching to the saturation of Jean Market. The fastchanges in the consumer tastes, competition from both lower and high-end brands,the fast development in the modern distribution and sales technology has brought acontinuous lose of market share.A new series of Engineered Jeans has been developed and launched as part ofprogram intending to meet the needs of their major target, in order to regain lostmarker share and maintain their position the industry. Their expertise in Jeans andcausal dress industry will be fully exploited at world basis.This year, they intended to strengthen the promotion of this new brand. Certainresources will be allocated to their existing brands, to maintain market share of 501,enlarge market share of Dockers and slates. Communication with their customers isimportant for us. They will also improve their relation with them, and track thechanges in the taste and need of their main target market. Information system willalso 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 dueto decrease n the income level of the people people are not in this condition to buyhigh priced products of Levi Strauss & Co. Other issue is that the local manufacturersuse the tag of highly reputed brands that’s why consumer traped and purchase theseproducts.Completive Analysis:Levi Strauss & Co. was threatened by competition, because barriers of entry wererelatively low in the jean market. (excluding the of entry were relatively low in thejean market. (excluding the patent) patent)•Some of Levi Some of Levi’s competitors include: scompetitors include:  Calvin Klein  Gap Jeans 16
    • Advertising Plan of Levis Strauss Company  Denim Jeans  Stone age  Tommy Hilfiger•The entrance of new competitors had many effects onLevi’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: 17
    • 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: 18
    • 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 sourcingWeaknesses:  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) 19
    • Advertising Plan of Levis Strauss CompanyOpportunities:  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. 20
    • Advertising Plan of Levis Strauss Company KEY PLANNING DECISIONSMarketing 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. 21
    • Advertising Plan of Levis Strauss CompanyAdvertising 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 productsSCANNING THE MARKETING ENVIRONMENT: Like other successful companies, Levi’s also has realized that the marketingenvironment presents a never-ending series of opportunities and threats. The majorresponsibility for identifying significant changes in the macro environment falls to acompany’s marketers. More than any other group in the company, the marketingmanagers of Levis are the trend trackers and opportunity seekers. Manyopportunities are found by identifying trends (directions or sequences of events thathave some momentum and durability) and mega trends (major social, economic,political and technological changes that have long-lasting influence). Within the 22
    • Advertising Plan of Levis Strauss Companyrapidly changing global picture, the marketers of Levi’s are monitoring the followingsix major “Environmental Forces”: • Demographic Environment • Economic Environment • Natural Environment • Technological Environment • Political-Legal Environment • Social-Cultural EnvironmentProducts, Positioning, and MarketSegmentation: Advertising professionals realize that the heart of any campaign is the productand the position it holds in peoples minds. Products and their brand names arenewsmakers themselves. Understanding the complexities of a brand identity and itsposition is no easy task. One of the most controversial areas of product concepts isthe brand extension. A new product gets to share the name of an older, establishedbrand. Early theorizing suggested that brand extensions would sap market clout fromthe established product, but these fears proved groundless. Today brand extensionsoccur not only within the company, but companies are licensing their brand names toall kinds of products in the hope of increasing brand awareness.Target Audience- basis for segmentation:Market Segmentation: 23
    • Advertising Plan of Levis Strauss CompanySegmentation is the basis for developing targeted and effective marketing plans.Furthermore, analysis of market segments enables decisions about intensity ofmarketing activities in particular segments. A segment-orientated marketingapproach generally offers a range of advantages for both, businesses and customers.Market segmentation is the selection of groups of people who will be most receptiveto a product. The most frequent methods of segmenting include demographicvariables 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. Muchsegmentation involves combinations of these methods. No matter how segments aredefined, however, they are characterized by considerable change over time. Thereadings in this section exemplify areas of rapid change.BASIS OF MARKET SEGMENTATIONLevis Strauss Company segments its market on different basis. The detail of eachsegment 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 24
    • 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 25
    • 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 Levis®, 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 26
    • Advertising Plan of Levis Strauss Company The division sources, manufactures and markets Levis®, 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  BenefitsSegmentation DataVariables 27
    • Advertising Plan of Levis Strauss CompanyGeographicWorld region AsiaCountry PakistanCities All major cities of PakistanDensity UrbanDemographicAge All AgesGender Male, FemaleFamily 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; OtherIncome 15000 and aboveOccupation From middle class to upper classEducation Schools, College, UniversitiesReligion Major religion of Islam, ChristianityRace AsianNationality PakistaniPsychographicSocial class Working class, Middle class, Upper class.Lifestyle Actualizes, Fulfilled, Believers, Achievers, Strivers, Experience’s makers and Strugglers 28
    • Advertising Plan of Levis Strauss CompanyBehavioralOccasions Parties, Birthdays, Regular Islamic OccasionsBenefits Quality, Style, prestige, DurabilityAttitude towards product PositiveUser Status Regular users and new usersTarget Market:Once the firm has identified its market-segment opportunities, it has to decide howmany and which one to target. Levi Strauss has oppertunies in differentsegmentation. They target its market according to their brands and relatingsegmentation. In evaluating different market segments, the firm must look at twofactors: the segment’s overall attractiveness and the company’s objective andresources.Because we are making advertising plan to keep the market of 501® JEANS targetsits market by evaluating different segments. Mostly Levi’s targets its market amongthe 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. 29
    • 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 measurableLimitation of Segmentation: 30
    • 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 researchto know • What’s in trend? • What are the needs of customers?Sources of Data: Levi’s gathers data from both primary and secondary sources. Secondarydata is already available in the company. To gather primary data, they organize radioshows and music concerts by sponsoring.MARKETING MIX The marketing mix is the set of marketing tools the firm uses to pursue itsmarketing objectives in the target market. Marketing-mix decisions must be made forinfluencing the trade channels as well as the final consumers. McCarthy classifiedthese 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 themarketing tools available for influencing buyers.PRODUCT:“Product means set of tangible and intangible attributes which may includepackaging, color, price, quality and brand plus the seller’s services and reputation. Aproduct may be a place, service, good or promotion.” 31
    • Advertising Plan of Levis Strauss CompanyBRANDS: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 consideredto be the world’s largest quality products.LS & CO. is basically divided into 3 subbrands i.e. Levi’s, Dockers and Levis Strauss Signature. All the three brands areproviding different quality products.PRODUCT ATTRIBUTES:Products are usually considered to be the No.1 factor contributing towards buildinggoodwill of a firm. A product should be unique, durable, reliable, comfortable andeconomical. Following are some of the basic attributes of LS&CO.’S product • Variety • Features • Design • Color • SizeVARIETY:Levi’s products today are perceived by many as a symbol of youth, freedom,confidence, individualism, independence & comfort. LS & CO. provides a wide varietyof products including:Competitors: 32
    • Advertising Plan of Levis Strauss CompanyWe are much proud to say with surety that our products completely satisfy ourconsumers, that’s why we don’t face much competition in our business. But yet thereare 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 Americaand much of Europe the emphasize is on jeans as casual attire. In contrast, Pakistaniswears indicates to social fashion awareness and high status,For adolescents and youngsters adults ( 14 to 24) who want casual attire, engineersjeans 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’sexperiences with the brand, in other words, the brand personality is the weightedaverage of previous impressions. In the consumer’s mind, these impressions mergeto form an overall concept of what to expect from brand. “We can define brandpersonality of Levi’s as Rebellion, sensuality and being cool.” 33
    • Advertising Plan of Levis Strauss Company Features Analysis of Levi’s with its competitors:Sr Important to Levi’s CK Gap Stone Age TH. Prospect1 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. 34
    • Advertising Plan of Levis Strauss CompanyImplementation 35
    • Advertising Plan of Levis Strauss CompanyExecution PlanTV AdLevi’s is very famous all over the country, people who wears jeans almost know thatLevi’s products are very unique and a name of quality and prestige. For theadvertising campaign of Levi’s, a ad is also made in order to give a live message tothe audience about that the people who wears jeans should only wear LEVI’S jeansbecause the actual jeans only made by them . In the ad initially we have not shouteda video ad as run in the foreign countries because in this phase we only want to tellpeople that JEANS IN LEVI’S. Our message through our ad campaign will force peopleto think that the jean that they wear is not the actual jeans. In our ad we have shownjust products especially jeans pints by using the photos to show people the offeringsof Levi’s.Print MediaNewspapers:For fashion magazines and newspapers LS&Co. is a target due to its grand brandequity ,it has become a benchmark for all the others to follow. The newspaper gives a 36
    • Advertising Plan of Levis Strauss Companycoverage to the social events in which LS &Co takes part with great interest. Whereasfashion magazines are always dealing with the gorgeous models working with LS& Coand the unique outfits of the modelsRadioBecause students and young blood is one the main segment of our campaign andnow a days radio is very important mean to reach them because due to short time tosee TV and availability of FM radio in almost every cell phones model we can easilysend our message. The musical ad that will give the message about the outlet andthe latest products availability will be delivered through the radio. The message willagain 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 termbrand loyalty. The billboards having pictures of products will be displays on theimportant places of major cities where outlets are opened. The message that willshown 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 feelthat the jeans they wear is not the actual jeans and they will rush towards the Levi’soutlets to have the real jeans. 37
    • Advertising Plan of Levis Strauss Company Evaluation 38
    • Advertising Plan of Levis Strauss CompanyEvaluation:After implementation our plan our next step that is very important is to evaluate ourcampaign to check our track whether we are going towards the right direction whichwe planned or our targets will not achieve through this campaign. The evaluationstrategies that will be use are 1. Before execution 2. After ExecutionNow we tell you how this evaluation will be run.Before Execution:Before execution evaluation strategy helps to make decision wither we should runthis ad or not. Many factors have to observe and after evelating the elements thatwere under observation decisions are made. Before execution we will observe our adon different perameters that are given below:Storyboard Idea:For TV ad this methodology is very effective. Ad has being evelauted that whatmessage is being conveyed and what results or how effective the message is. Theactual purpose of this methodology to check that the message we have developedthrough 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 beingexposing to them. Observers are there to watch the behavior and expressions of 39
    • Advertising Plan of Levis Strauss Companyviewers and see whether they are receiving the actual idea and how they perceivethe ad.Questionnaire Technique:In this method ad has exposed to viewers and then asked them to answer thequestions given in the quetionair and then match the answers with the benchmarkanswers. If the answers are matcing with the benchmark answers then the ad hasworked.After execution:After execution evaluation used to check wether the compieghn is getting theplanned outcomes or not. Few methodologies used to evaluate the ad. Thosetechniques are given below:Sales volume:After the execution sales have checked. The sales of 30 days after execution of adhas compared with the previous few months sales volume if the sales volume hasincrease 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. Whetherthe 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 wereexpecting from our campaign are meeting. The sales volume has increase and thepopularity of the product has also increase. The customers who were detracted bythe competitors were coming back. The purpose of campaign to tell the people that 40
    • Advertising Plan of Levis Strauss Companythe JEANS IS LEVIS and making this phrase very popular among the consumers isachieving through this campaign. Budgeting 41
    • Advertising Plan of Levis Strauss CompanyAll You Can Afford:Levis Strauss Company has a very big market and they sell their products almost allover the word. Their advertising budget in every region is very high and invests a bigshare of their earnings on the advertising. They made very costly ads becauseusually 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 bigamount for it. So the advertising budget has to set high.The basic purpose for choosing this method in Pakistan is that they are runningadvertising campaign very first time in the country. So to choose the best media andcovering all targeted location through different kind of Medias to reach the targetaudience.The approaximately totoal budget for this campaign is 8 millions but it can be changeaccording to situation. The allocation of budget to the different media are givenbelow:The channels for TV ad are selected:  Geo News  Hum TV  Express News  Ten Sports 42
    • Advertising Plan of Levis Strauss CompanyDetail of time when the ad will run, duration , rates and approximately budget isgiven below:Hum TV:Timing Pricing Basis of Days Tim Total Cost Total Cost Selection to run e to per day in run campaign per Day19:30- 25000/30 This is 10 5 75000 75000022:00 sec Prime time includes major running dramasTOTAL 750000Express News:10:00- 10000/30 Mostly youth 10 30 sec 60000 60000000:00 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 43
    • Advertising Plan of Levis Strauss CompanyTotal 60000Geo News:10:00- 10000/30 Mostly youth 10 30 sec 60000 60000000:00 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 edTotal 60000Ten Sports:Timing Pricing Basis of Days to Time Total Total Cost Selection run to run Cost in campaign per per Day dayDuring 25000/3 Pakistani All ODI 25/ 62500 3125000/ forthe 0 sec nation love Series each 0 one seriescricket cricket and match approximatelODI both genders ySeries and people from all age 44
    • Advertising Plan of Levis Strauss Company levels see cricket matches.Total 3125000 appCost of Radio:Levis is not only advertising on Television but they are also advertising on radio. Theyplay the vocal ads on Fm 90 and 89. Advertising on radio is basically for the peoplewho are on roads; on the other side young generation is very good listener of fm. Dueto fm availability in the cell phones, so the message can be easily convey to themthrough this medium. These ads would be played 20 times a day on hourly Basis inform of Time Check and after every time check the vocal message of Levis willannounced.Total Cost per city: 100,000.00Total Cities covered: 05  Karachi  Islamabad  Lahore  Faisalabad  PeshawarTotal Cost: 500,000.00 45
    • Advertising Plan of Levis Strauss CompanyBillboards & banners:Billboards: 46
    • Advertising Plan of Levis Strauss CompanyBillboard of different sizes will be displayed in major shopping areas and locationsnear to outlets.Budget for Billboards: 10000000Budget for Print Media:Print media is big mean to convey our message to the larg number of people. Forthat 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 sizeare given below: Rate of Size of frontSr.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 47
    • Advertising Plan of Levis Strauss Company Media Strategy 48
    • Advertising Plan of Levis Strauss CompanyMedia Strategy:Media strategy is choice of media to attain desire results from the ad. If our ad madesuperb 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 aswell because of wide product range for both genders and all age levels. The bases ofchoosing 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 almostevery one watch these channels on routine basis. The time we have chosen for ourad is very perfect coz the programs like Aj Kamran Khan k Sath and Mere Mutabiqprograms on Geo News are very popular and Kal Tak by Javed Ch is also most viewed 49
    • Advertising Plan of Levis Strauss CompanyTV show. On the other hand they cover a big market share and message throughthese channels can reach to maximum audiance. So for these most importantreasons 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 dueto live broad casting of all cricket series has same popularity among the market weare targeting. During the matches almost whole the target market is capture by thesingle match and ad will be rum after every 2 or three over which will again andagain reinforce our message that is Jeans is Levis with our ad that will definitely forceto 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 becausethe market we are targeting is a regular reader of newspapers and on the other handpeople of all income levels, education and profession read newspapers and it coversa big target market. The printer ad on from pages with eye catching color schemeand latest designs and trends of jeans are shown to target audience with our samereinforcement message that Jeans is Levis. The basic purpose for chosen newspaperis because it gives single thought for the one topic. When people see again and againour message with our latest styles and message definitely they will rush towards theoutlets 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 themost important places definitely is will work.Reason to choose Radio:Currently we can deliver our message to the large target audience through thismeodium. People while driving, walking, sleeping almost evrytime they listen radio.So the message can be deliver through the radio easily. 50
    • Advertising Plan of Levis Strauss Company 51