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CORPORATE STORY ON “Levi’s” Presented By TEAM ManendraShukla
Introduction Levi Strauss & Co. (LS&CO.),one of the world's largest apparel manufacturer brand Sold in over 110 countries, in more than 55,000 retail locations worldwide Manufactures jeans in approximately 108 sizes and 20 finish fabrics 3 Brand Portfolio - Levi’s ®,Dockers ® & Levi’s Strauss
Mission statement “The mission of Levis Strauss & Co. is to sustain responsible commercial success as a global marketing company of branded apparel.”
Vision Statement “When LS & Co. describe the future of Levi they are talking about a building on the foundation they have inherited: affirming best of their Company’s tradition, closing gaps that may exist between principles and practices and updating some of their values to reflect contemporary circumstances.”
History The company was founded by Levi Strauss in 1853 primarily selling wholesale dry goods. The company was founded in San Francisco, California. A tailor named Jacob Davis thought of an idea to use copper rivets to reinforce the points of strain on pants. Davis and Strauss purchased the patent of the idea of using copper rivets in clothing on May 20, 1873.
History Cont……. The innovation of the rivets in the jeans differentiated Levi’s jeans from others because of its increased durability. Over the years, Levi Over Levi’s jeans have become more popular, initially due to its durability. Jean products expanded, targeting different consumers. Levi Strauss & Co. eventually captures most of the denim jean market, becomes the largest manufacturer of jeans, and profits reach $1 billion by 1974.
TimeLine 1853: Levi Strauss begins selling dry goods in San Francisco 1873: Levi Strauss & Co. patent riveted jeans and begin selling them. 1912: Koveralls, denim play suit for children, is first nationally sold product for the company. 1935: Company sells first blue jeans for women. 1940s: U.S. government issues denim work clothes for employees in the defense industry. 1974: Company sales reach $1 billion1974: billion. 1986: Company introduces Dockers as a new casual line of clothes new clothes.
LOGO In 1886 the Two Horse ® brand leather patch, a symbol of the pants Showing Strength in jeans.
The Levi's® brand eye-catching Red Tab Device was added to the jeans in1936. Placed onto the right back pocket with the word "Levi’s®" White capital letters, it differentiates Levi's® jeans from competitors.
Levi’s® jeans famous arched back pocket stitching is called the “accurate.”
As the public becomes more aware of environmental issues andglobal warming, consumers will be asking more questions about the products they are purchasing. Companies will have to expect questions about how green their manufacturing processes and supply chain are, their carbon footprint and how they recycle.
Levi’s has maintained its equity worldwide. A mix of standardization &localization in Levi’s products has enabled the company to become a renownedbrand worldwide. Levis use Differentiated marketing because it has multiple marketing mixes i.e. it involve multiple products, targeted towards multiple segments.
Marketing Objectives To improve leadership market positions and superior product and services. To maintain and protect the global brand. Increase the market share in productsby annual average of 2.8% in the next 5 years. Also, to maintain the global market share of denim product in the same period.
Levi Strauss & Co. maintains it’’s image as an American Icon and the originator of American jeans. In 1930s, the company survived the Great Depression due to increased interest in Western culture.––Jeans were positioned as being worn by “cowboys..” Levi’’s jeans were issued to employees in the defense industry (including veterans) during World War II
WWII veterans were regarded as heroes.––
During the Baby Boom era, Levi’’s targets younger consumers and positions product as cool.
Expensive .U.K .Russia .Asia Casual Prestige . Argentina . USA Inexpensive
LEVIS distributes JEANS by the Channel Members that is through retailerand wholesalers. Levi’s is using selective but intensive distribution level for the distribution of its products Levis opened around 500 outlets at prime locations in India.
PRICING Levi’s all products are sold at listed price. There is no discount to offer. Product’s price is influenced by the following factors:- Cost of the product Affordable for the target market Demand of the product Uniqueness and innovative features of the products
PRICING STRATEGY : LEVI’S STRAUSS: As Levi’s has different Products ranges for different segments the pricing strategy of LEVI’S can be Called as both penetrative as well as market growth pricing.
Pricing Strategy Cont….. Levi's came to India in 1995. The brand was trying to skim the market but at the cost of market share and volume. LS & CO. has tried to build its image as an innovator by coming in INDIA with their Jeans having new and latest style and look Levi’s India plans to vacate the middle price segment and plans to concentrate on the lower and the higher end.
Cont……. In order to maintain revenues, the company releases the Levi’s Signature Jeans To differentiate Levi’s Strauss Signature ,the company developed new labeling and styles. Levi’s launched new mid market brand-Denizen in India September 10,2010. Providing EMI in Jeans
The advertisement given by the LEVIS stresses on the demand of the product and enhancement of its features.
Levis uses institutional advertising to promote company’s image by saying Many Copy the Red Tab No One can copy the Original.
Cont…… Advertisements of Levi Strauss & Co. are very innovative and eye-catching. Buyers are attracted towards theproduct. Television advertisements are more innovative and target younger crowds. Levi's launched "Friend's Store,"using a new Facebook tool. 150,000 fans on Facebook in India alone.
Cont………… In the US we have the Levi’s Guy and the Levi’s Girl on Twitter. On YouTube Levis released many of their TV commercials and also do specific small cameo ads. Levi's CURVE ID fit
To mark its 15th anniversary in the India, apparel brand Levi's has announced several initiatives titled 'Change Your World’'. Chevrolet has joined Levi Strauss for celebrating the latter's 15th year anniversary in India
BRAND AMBASDORS international denim brand Levis has signed Priyanka Chopra as their brand ambassador fImran Khan Replaces ShahidKapoor As Levis’ Brand Ambassador The company frequentlypromoted music & theatrical productions. Sponsored artists incl. ChristinaAguilera, Mariah Carey, Ben Folds Five,The White Stripes etc.
LEVI’Scompetitors include Bugle Boy, Calvin Klein, and Fruit of the Loom, Guess, J.C Penny,Nike, J.Crew, Osh Kosh B’Gosh, Oxford Industries, Polo, GAP, Tommy Hilfiger, VF, &Warnaco Group. Some of Levi’s competitors include: High end consumers Calvin Klein Tommy Hilfiger Low end consumers Miss sixty, Guess
Competitive advantage Economies of scale,Levi is capable of implementing a cost leadership strategy within the companyand the environment, therefore, resulting in a competitive advantage
the company has accumulated knowledge and productive inputs.
This legacy allows Levi’s to promote the image of quality and value to their brand
The brand image Levi’s encompasses results in them having a higher pricetags compared to other brand Levi’s differentiates itselffrom all other competitors through the ability to brand products through strong brand image
Strength History Brand Name Finance and Access to International Capital Management Expertise in Jeans Industries-R&D Distribution Channels and Global Sourcing
Weakness High Costs of brand protection Lack of control over quality(licensing) Lack of control over distribution decisions(Retailers pressure to stop selling on the Web) Distribution Conflicts(Large food retailers i.e. Tesco have been selling Levi products at lower price then standard, damaging other channels such as Levis Strauss stores)
Opportunities Arising of New Market such as Europe and Russia(to supply local demand) Technological development lower production and coordination activities Low Manufacturing and production costs in various international markets(i.e. Bangladesh) Development in other industries such as electronic (MP3 player) could pass new opportunities for complementing new Levi’s products. Total Market for casual wear is growing
Threats Saturation of Jeans Market. Economic Downturns in some countries. Fast changes in Consumer tastes. Local regulations on advertisement. Lack protection of property rights in some countries such as China. Increasing Competition from Gap,Guess,J.C. Penny,Nike,Mochino,D&G,Osh Kosh,Oxford, Polo.
FINANCE “LIFE BLOOD AND NERVE CENTRE OF BUSINESS”