Levi Strauss & Co

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Marketing presentation with idea of an eco-friendly Levi\'s line.

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Levi Strauss & Co

  1. 1. AMG Marketing<br />
  2. 2.
  3. 3. Agenda<br /><ul><li>Market Summary
  4. 4. SWOT
  5. 5. Marketing Strategy
  6. 6. Implementation
  7. 7. Finance</li></li></ul><li>Market Summary<br /><ul><li>US retail sales at clothing and accessories stores decreased 3.1% to $209.36 billion in 2009.
  8. 8. GDP turned positive in the third quarter of 2009, Standard & Poor’s Economics projects a 2.1% increase in consumer spending in 2010.
  9. 9. We expect apparel spending to increase in line with the projected 2.1% increase in consumer spending.</li></li></ul><li>Levi Strauss & Co.<br />Levis has seen a drop in the market for the last several of years due to changing consumer preferences toward higher-end fashion lines of denim, and more differentiated products.<br />
  10. 10. SWOT<br />
  11. 11. Competitors<br />
  12. 12. New Product Needed!<br />Introducing or new ECO- CENTRIC CLOTHING LINE<br /><ul><li>Using the green line to differentiate from competition and Levi’s mainline.</li></li></ul><li>Marketing Strategy<br />Mission<br />The primary goal we peruse with our ECO-CENTRIC CLOTHING is to provide an earth friendly product made from renewable materials to a large mainstream market.<br />
  13. 13. Marketing Strategy<br />Financial Objectives<br /><ul><li>Return on investment (ROI) inclusive </li></ul> of goodwill of more than 20%<br /><ul><li>Increase net profit from $56 million </li></ul> in 2009 to $65 million in 2011, <br /> and $72 million in 2012.<br /><ul><li>Gain 30% of the market for eco-friendly apparel by October 2011.</li></li></ul><li>Marketing Strategy<br />Marketing Objectives<br />Sell our GREENJEANS to 30% of the market for eco-friendly apparel in the first half of 2011, and establish a steady buying rate of 3 units per year within our target customer group by 2012.<br />
  14. 14. Marketing Strategy<br />Target Market<br /><ul><li>Metropolitan cities in the United States and Western Europe
  15. 15. Ca. 800,000 consumers. The predicted potential annual profit as a whole is $4.2 million. </li></li></ul><li>Positioning Matrix<br />Green<br />Low Quality<br />High Quality<br />Conventional<br />
  16. 16. Product Line & Pricing<br />Levi will be offering one specific product line with many styles and types of items, such as pants, blouses, and accessories. <br />
  17. 17. Distribution Strategy<br /><ul><li>The product line will only be available through our more prestige retail chains
  18. 18. the product line will be available via internet, bringing flexibility and convenience to customers.</li></li></ul><li>Advertising & Promotion<br /><ul><li>Launch commercials a few months prior to the product launch, and for 6 months following the introduction.
  19. 19. Print ads in fashion magazines and on billboards in downtown areas in the regions the line will be carried.
  20. 20. Levi will feature the product line on its' website .</li></li></ul><li>Advertising & Promotion<br />Promotion<br />Levi will be offering a promotional event during the product line launch.<br />Coupons will be distributed on the streets in downtown areas and at big local sporting events and select large concerts.<br />
  21. 21. Marketing Research<br /><ul><li>What fashion designers are most valued by our customers?
  22. 22. What kind of knowledge do our customers have about organic and sustainable clothing?
  23. 23. What are the clothing tastes of our wealthy clientele?
  24. 24. What are the demographics of our wealthy clientele?
  25. 25. What element of sustainability is most important to our customers?</li></li></ul><li>Implementation Timetable<br />
  26. 26. Sales & Expense Forecast<br />
  27. 27. Break-even Analysis<br />
  28. 28. thx<br />

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