• Save
Levi's By Kishlay Raj
Upcoming SlideShare
Loading in...5
×
 

Levi's By Kishlay Raj

on

  • 7,291 views

presentation on brand value of LEVI's

presentation on brand value of LEVI's

Statistics

Views

Total Views
7,291
Views on SlideShare
7,291
Embed Views
0

Actions

Likes
5
Downloads
0
Comments
1

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Levi's By Kishlay Raj Levi's By Kishlay Raj Presentation Transcript

  • To
    Fashion Week
  • To the world of denim
    Where…..
  • UNZIPPPPEEDD!!
    is
  • BY
  • BY
    Mr. Hira Lal Yadav.Roll No-21
    Mr. Kishlay Raj Verma.Roll No-23
    Ms. Priya Saroha.Roll No-36
    Mr. Rohit Kumar Mishra.Roll No-43
    Ms. Shivani Khurana.Roll No-49
  • LETS
    START
    WITH
    ITS
    START
  • HISTORY
    In 1873 the dry goods merchant, Levi Strauss, sold the first pair of lot 501 waist high work pants to miners working the California gold rush.
    The tough, durable, hand made work pants quickly became the standard dress for miners, railroad workers, cowboys & laborers in the western frontier.
    Levi Strauss replaced canvas with blue denim & reinforced the seams with copper rivets.
    Focused on making only rugged work pants & built very successful & focused business.
  • 1940…… 1980……
    • From the late 1940s through the early 1960s, Levi Strauss had virtually no competition.
    • In the early 1970s, the new publicly held Levi Strauss decided to become broad-based appeal company & purchased established brands such as Perry Ellis & Oxford’s men’s fashions & additional women’s brands.
    • In the late 1980s, Levi’s identified an emerging fashion trend beyond blue jeans & introduced the wildly successful Dockers brand & established a leadership position in casual fashion
  • Levi’s :Today
    Sales in more than 100 countries
    Staff of 12,000 people worldwide
    Product Line :
    Levi’s Brand
    Original and authentic jeans
    Most widely recognized
    Levi’s 501 jeans
    Dockers
    Number 1 khaki pant brand in the US
    Levi Strauss Signature
    Mass channel
    Value-conscious consumers
  • Levi’s : As a Brand
    A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings.
    • Levi‘s is still a strong brand
    • Levi Strauss & Co can only benefit from Levi‘s,
    Because Levi‘s
    – adds values to the company
    – positively affects consumer perceptions
    of brands
    – acts as a barrier to competition (Gap, Diesel,…)
    – improves profits
    – provides a base for brand extension (Type1, Worn,...)
    – acts as a form of quality certification
    – creates trust
  • Levi’s : Brand Awareness
    Your product is the first that comes to mind in a certain product categoryeg. ice tea = Snapple, jeans = Levi’s.
  • Levi’s: Brand Preference/ Loyalty
    Brand Preference / Loyalty- The degree to which customers are committed to further purchases eg. I will always buy Levi’s
  • Levi’s : Brand Elements
    Brand elements are also known as brand identities, are
    Those trademark able devices that serve to identity and
    Differentiate the BRAND
    The main one are:
    Names
    Logos
    Symbols
    Characters
    Slogons,jingles
    Package
    Spokespeople
    URLs
    Etc.
  • Levi’s: Brand Association
    Brand Association- the link to favorable images, celebrities, geographic regionsie. Red Strip - Jamaica, VW - Germany, Screech - NFLDBailey’s - Eire
  • Levi’s : Brand Equity
    Brand Recognition / Equity– It occurs when the consumer has a high level of awareness and familiarity loyalty, quality, emotion with the brand & holds some strong fob our able & unique brand association is memory.
    Levi’s Brand Equity:
  • Market Segmentation
    Market segmentation is the selection of groups of people who will be most receptive to a product.
     
    BASIS OF MARKET SEGMENTATION
    • Demographic Segmentation
    • Geographic Segmentation
    • Psychographic Segmentation
    • Behavioral Segmentation
  • Target Market:
    Mostly Levi’s targets its market among the following classes:
    • Upper Class
    • Upper Middle Class
    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.
  • PRODUCT ATTRIBUTES
    • Variety
    • Features
    • Design
    • Color
    • Size
    • Brand assets:
    symbols: Two Horse Brand, Red Tab, arched stitching on the pocket.
    • Brand personality:
    characteristics: genuine, original, authentic, real.
    • Brand reflection:
    wearing Levi‘s jeans = being ‚cool
  • VALUES:
    Levi Strauss & Co. says,
    “Our corporate values are the foundation of our company and define who we are. They underlie how we compete in the marketplace and how we behave, Our values are fundamental to our success. .”
    Levi Strauss & Co. has four major core values.
    • Empathy
    • Originality
    • Integrity
    • Courage
    • Empathy: Beginswith listening ... paying close attention to the world around us
    • Originality—Being Authentic and Innovative.
    • Integrity—Doing the Right Thing.
    • Courage—Standing Up For What We Believe
  • .
    Threats
    The threats that Levi’s faces are the competitors.
    • PepeJeans
    • Leeds (US Apparels)
    • GAAP Jeans
    • Cambridge
  • Future strategies:
    Association with events …..
     
    • Fashion shows
    • Mr./Ms/Mrs beauty contest
    • University/colleges events
    • Reality shows
    • Baby shows
    • Films
    NOTE: Never compromise with quality
  • What Levi’s did ??
    Guess what it is???
  • Reaching Consumers
    Through : Website & Retail Network
  • some facts
  • Thank you
  • Questions or Comments!!!