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  • 1. CORPORATE STORY ON “Levi’s”
    Presented By TEAM
  • 2. 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
  • 3. Mission statement
    “The mission of Levis Strauss & Co. is to sustain responsible commercial success as a global
    marketing company of branded apparel.”
  • 4. 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.”
  • 5. 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.
  • 6. 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.
  • 7. 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.
  • 8. 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.”
  • 9. Why choose Levi’s for the Corporate story?
  • 11. HR Policy
    Recruitment & Selection
    Rewards & Recognition
    Red Tap Foundation
    Other benefits and facilities
  • 12. Product Portfolio
    Brand Portfolio
  • 13. Performance
    Market and Competition
    Market Share
  • 14. Net Sale by Region
  • 16. How Manufacturing  is being done?
    The first two steps in blue jeans manufacture are carding and spinning. In carding, the cotton is put through a machine with bent wire brushes.
  • 17. Steps in manufacturing: -
  • 18. 1. Preparing the cotton yarn
    2. Dyeing the yarn
    3. Weaving the yarn
  • 19. 4. Making the blue jeans
  • 20. Supply Chain
  • 21. What a Green Sustainable Supply Chain?
  • 22. 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.
  • 23. Marketing
  • 24. 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.
  • 25. 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.
  • 26.  
    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.
  • 27. Expensive
    .U.K .Russia
    Casual Prestige
    . Argentina
    . USA
  • 28. Product Features
    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
    Levis opened around 500 outlets at prime
    locations in India.
  • 30. 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
    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.
  • 32. 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.
  • 33. 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.
  • 35. 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.
  • 36. Cont………… 
    In the US we have the Levi’s Guy and the Levi’s Girl on
    On YouTube Levis released many of their TV commercials and also do specific small cameo ads.
    Levi's CURVE ID fit
  • 37. 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
    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
    Sponsored artists incl. ChristinaAguilera, Mariah Carey, Ben Folds Five,The White Stripes etc.
  • 39. 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
  • 40. 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
  • 41. 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
  • 42.
  • 43. Strength
    Brand Name
    Finance and Access to International Capital
    Expertise in Jeans Industries-R&D
    Distribution Channels and Global Sourcing
  • 44. 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)
  • 45. 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
  • 46. 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,
  • 47. FINANCE
  • 48.
  • 49.
  • 50. Comparative Balance Sheet
  • 51.
  • 52.
  • 53.
  • 54.
  • 55. Comparative Income Statement
  • 56.
  • 57.
  • 58. Corporate social Responsibility
    “Each of us has a capacity to make business
    not only a source of economic, wealth but
    also a source for Social and Economic justice” ”
  • 59. C.S.R cont…
    Care Tags
    Her Project
    Eco Friendly
    Donation & Grants
  • 60. THANK YOU
    Think about the next Choice