Levi's brand ladder

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Levi's brand ladder

  1. 1. Brand Management<br />“Objects are what matter. Only they carry the evidence that throughout the centuries something really happened among human beings” - Levi Strauss<br />Group Number: 4<br />Isha Varma<br />
  2. 2. History<br />Levi Strauss (1829-1902), the inventor.<br />HEADQUARTERS: San Francisco, Brussels, Singapore<br /> FOUNDED: <br />In 1853, Levi Strauss opened a wholesale dry goods business in San Francisco that became known as “Levi Strauss & Co.” Seeing a need for work pants that could hold up under rough conditions, he and Jacob Davis, a tailor, created the first jean. In 1873, they received a U.S. patent for “waist overalls” with metal rivets at points of strain. The first product line designated by the lot number “501” was created in 1890.<br />TODAY <br /> One of the world’s largest brand-name apparel companies and a global leader in jeanswear. They design and market jeans, casual wear and related accessories for men, women and children under the Levi’s®, Dockers®, Signature by Levi Strauss & Co.™ and Denizen™ brands. <br />FY 2010 NET REVENUES: $4.4 billion<br />EMPLOYEES: About 16,200 worldwide<br />
  3. 3. Levis- Customer perception of the Brand <br />A tough pair of jeans <br />Original<br />Authentic<br /> Youthful & Sexy.<br />Stylish design <br /> Rugged style.<br />Affordable price<br />Highly durable and reliable <br />High quality<br />Comfort<br />adventurous streak<br />
  4. 4. Levis Facebook fan page<br />
  5. 5. Brand Ladder<br />Funfact: In 2011, eight films showcasing Levi’s® brand product were nominated for Oscars, including “The Fighter” ,“The Town” .<br />
  6. 6. Respondent 1<br />What makes Levis ’so special for you?<br />Ans:-That they are a perfect fit and make me feel comfortable<br />Are you satisfied with the collection of Levi’s? Do you want to make any recommendations?<br />Ans:-I am satisfied with collection which is offered.<br />Will you prefer to try any new brand available in the market? If your answer is “no” then why not?<br />Ans:-I would try it out, if it satisfies my requirements, I would switch.<br />What’s the age of your oldest Levi’s denim?<br />Ans:-4 years<br />Has Levi’s ever disappointed you in terms of quality?<br />Ans:-no<br />Do you recommend Levi’s to your friends, family or acquaintance?<br />Ans:-yes<br />Funfact::A men’s pair of Levi’s® 501 jeans are made with about 1.7 pounds of cotton. That amount of cotton, uncompressed, is roughly the size of a basketball.<br />
  7. 7. Position of Respondent 1 in brand ladder<br />Respondent1<br />
  8. 8. Respondent 2<br />Will you prefer to try any new brand available in the market? If your answer is “no” then why not? <br />Yes<br />If I offer you another brand with similar more affordable collection will you try it? <br />Yes<br />What’s the age of your oldest Levi’s denim? <br />2yrs<br />Are you satisfied with the collection of Levi’s? Do you want to make any recommendations?<br />Yes<br />Do you recommend Levi’s to your friends, family or acquaintance? <br />May be<br />Question: Which of these people have never worn a pair of jeans in his/her life?1) Marilyn Monroe 2) Levi Strauss 3) Walt DisneyAnswer: Levi Strauss<br /> <br />
  9. 9. Position of Respondent 2 in brand ladder<br />Respondent 2<br />
  10. 10. Respondent 3<br />Are you satisfied with the collection of Levi’s? Do you want to make any recommendations? <br />Yes<br />What makes Levis ’so special for you?<br />Perfect fitting… pleasing color<br />What’s the age of your oldest Levi’s denim? <br />7yrs<br />Do you recommend Levi’s to your friends, family or acquaintance? <br />Yes<br />Will you prefer to try any new brand available in the market? If your answer is “no” then ,why not?<br />No. Levis apparels gives me a ‘feel good factor’ and ‘confidence’.<br />Funfact::One out of 10 red Tabs on the back pocket of a pair of Levi’s® jeans is a blank red Tab and does not include the name Levi’s®. Check your red Tab and see if your pair is one of them.<br />
  11. 11. Position of Respondent 3 in brand ladder<br />Respondent 3<br />
  12. 12. Respondent 4<br />What makes Levis ’so special for you?<br />Quality, fit<br />Has Levi’s ever disappointed you in terms of quality? <br />Not yet<br />What’s the age of your oldest Levi’s denim?<br />3 years<br />Do you have any favorite Levi’s denim; you never want to part with? <br />Yes.. skin fit<br />Do you recommend Levi’s to your friends, family or acquaintance?<br />Yes<br />Will you prefer to try any new brand available in the market? If your answer is “no” then why not?<br /> No..cant trust a new brand<br />Funfact: In 1958 Company introduced Spikes, a polished cotton trouser for men and boys, in colors of lemon, lime and orange<br />
  13. 13. Position of Respondent 4 in brand ladder<br />Respondent 4<br />
  14. 14. ThankYou<br />

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