The document outlines an objective research design for conducting an in-depth study of the Levi's brand. It includes three objectives: 1) To study Levi's brand, 2) To study Levi's marketing mix, and 3) To study Levi's consumer and competitor analysis. For each objective, it describes the research design as exploratory and/or descriptive and lists the proposed data collection methods as websites, in-depth interviews, observation, expert advice, and questionnaires. The target sample size is 100 people aged 18-30 years using snowball sampling.

2. To conduct an in-depth study of
the brand Levi’s.
To study marketing mix of the
brand.
To study the consumer and
competitor analysis.

3. VISION
“We are the embodiment of the energy and
events of our times, inspiring people with a
pioneering spirit”
MISSION
To sustain responsible commercial
success as a global marketing company
of branded apparel. We will conduct
our business ethically and demonstrate
leadership in satisfying our
responsibilities to our communities and
to society. Our work environment will
be safe and productive and
characterized by fair treatment,
teamwork, open communications,
personal accountability and
opportunities for growth and
development.

4. OBJECTIVE RESEARCH
DESIGN
DATA COLLECTION
METHOD
SAMPLE
SIZE
SAMPLE
UNIT
SAMPLE
METHOD
To conduct an
in-depth study
of the brand
Levi’s
•Exploratory
•Descriptive
Websites, In-
depth interviews,
Observation,
Expert advice and
Questionnaire
100 18-30yrs Snowball
To study the
marketing mix of
the brand
Exploratory Websites, In-
depth interviews,
Observation,
Expert advice
- - -
To study the
consumer and
competitor
analysis
•Exploratory
•Descriptive
Websites, In-
depth interviews,
Observation,
Expert advice and
Questionnaire
100 18-30yrs Snowball
RESEARCH METHODOLOGY

5. •Levi Strauss immigrated to San Francisco to establish a wholesale dry
goods business.
•He renamed his company “Levi Strauss & Co.” - 1863.
•The brand “levi’s” was introduced - 1873.
•Levi Strauss & Co. made the first blue jean.
•Privately held American clothing company known worldwide.

6. FOUNDINGYEAR:1873
HEADQUARTERS:
SAN FRANCISCO
FOUNDER: LEVI STRAUSS
CEO: CHIP BERGH

7. The wife of a
local labourer
asked Jacob, a
Reno Nevada
tailor to make a
pair of pants for
her husband
that wouldn’t
fall apart.
Came up with
the idea to put
metal rivets at
points of strain,
like pocket
corners and the
base of the
button fly.
He quickly decided
to take out a patent
on the process
He immediately
thought of Levi
Strauss, from whom
he had purchased
the cloth to make his
riveted pants.
Saw the potential for this new product, and
agreed to Jacob’s proposal. The two men
received patent from the U.S. patent &
trademark office.

8. Subbrands UNDERLEVI STRAUSS & CO.

9. 1853 1873 1886 1902 1905
1928193419361960
The company
was founded
The blue
Jean is born.
The two horse logo is first
branded onto the leather
patch of the 501 Jeans.
Levi Strauss dies:
Newspapers describe him
As a “Merchant &
a Philanthropist.
Introduces khaki
pants and coats
1918
Levi Strauss &
Co. Produces its
first garment for
women
Registers Levi’sname
as the trademark
Lady Levi’s Jean are
introduced, the first
jean for women.
The iconic red
tab
is introduced
•The company replaces
the word “overalls” with
“jeans” in advertising &
on labels.
•It opens its first integrated factory in
theAmerican south- located
in Blackstone, Virginia.
TIMELINE

10. 1964 1965 1980 1983 1986
19911994201020122013
It patents the sta-prest
process for creating
permanent creases in
fine trousers and shirts.
The company’s
international
Division is created.
It makes clothing for
the athletes at the
olympic Games in
1980 &1984.
•The first original Levi’s
Stores open in Europe
(in Spain)
•One of the first companies
To develop comprehensive
HIV and AIDS education and
Health services for employees
and their families.
The Dockers
brand launches
Levis Strauss & co.-
The first multinational
Apparel company to
create
Healthy working
conditions
Fortune magazine
names the company the
most admired apparel
company.
•It joins the better
cotton initiative.
•It launches its water
less collection.
It reaches it goal of
reducing Greenhouse gas
Emissions by 11%.
The levi’s brand
introduces its
wasteless collection.

11. CEO
RETAILMARKETING
HUMAN
RESOURCE
BUYING AND
MERCHANDISING
DESIGN
DESIGN HEADS
JUNIOR
DESIGNERS
CAD
SPECIALIST
MERCHANTS
SOURCING
HR
DEPARTMENT
RECRUITMENT
EVENT
ORGANISER
OPERATIONAL
MANAGER
BRAND
MANAGER
OPERATIONAL
MANAGER
CHANNEL
HEADS
PLANNING
ORGANISATIONAL STRUCTURE

12. PRODUCT PRICE

13. MEN WOMEN
SHIRTS
JACKETS
INNERWEARS
JEANS
T-SHIRTS
VEST
T-SHIRTS
JACKETS
JEANS

14. LEVI’S DENIM FIT
• Sits below waist
• Skinny
• Skinny fit, 13.5” leg opening
Buy for Rs 3099

15. LEVI’S DENIM FIT
• Sits below waist
• Skinny straight
Buy for Rs 4999

16. LEVI’S DENIM FIT
• Sits below waist
• Slim fit at seat & thigh
• Slightly tapered leg, 14.5” leg opening
Buy for Rs 3099

17. LEVI’S DENIM FIT
• Regular taper
• Hangs on hip
• Tapered leg
Buy for Rs 2799

18. LEVI’S DENIM FIT
• Button fly, original fit
• Sits at waist
• Straight leg
Buy for Rs 3999

19. LEVI’S DENIM FIT
• Regular straight
• Sits below waist
• Straight leg
Buy for Rs 3399

20. LEVI’S DENIM FIT
• Sits below waist
• Slim Fit
• Straight leg, 16.5” leg opening
Buy for Rs 3399

21. Snap-flap pocket with
button closure & Levi’s tab
Standard Fit
Fabric: 100% Cotton Slub
Buy for Rs 1999/-
Spread collar
WORK SHIRT
SHIRTS
Roll up sleeve

22. BARSTOW WESTERN
SHIRT
Spread collar
Slim fit
Western yokes
Fabric: 100% cotton
Buy for Rs 2899/-
Faux pearl snaps
Pointed western snap-flap
pockets with Levi's® tab
Roll-up sleeve

23. Breast pocket
Slim Fit
Fabric: 100% Cotton
Buy for Rs 2499/-
Button-down collar
CLASSIC SHIRT
Roll up sleeve

24. SAWTOOTH WESTERN
SHIRT
Spread collar
Slim fit
Fabric: 100% cotton
Buy for Rs 1899/-
Double-pointed snap-flap Western
pockets with Levi's® tab
Band cuff

25. • Sits below hips
• Slim through the hip and thigh
• Boot cut leg-18 1/2” opening
•Fabric: 98% Cotton, 2%
Elastane
• Buy for Rs 2499/-
BOOT-CUT JEANS SKINNY JEANS
•Rests on hips
•Fabric: 65% Cotton, 24% Viscose,
9% Polyester, 2% Elastane
•Buy for Rs 2199

26. WESTERN SHIRT
•Standard fit
•Long sleeve
•Button detail at shoulder
•Mock neckline
•Fabric:100% Cotton
•Buy for Rs 1899
•Slim fit
•Snap closure
•Chest pockets
•Fabric:100% Cotton
•Buy for Rs 2099
STRIPED MOCK NECK
TOP

27. ACCESSORIES

28. PLACE

29. TOTAL NO. OF STORES IN INDIA = 410
NORTH INDIA= 152
DELHI/NCR=55

30. PROMOTION

31. ADVERTISEMENTS
Source: www.myntra.com

32. ONLINE PROMOTION

34. S
W
O
T
Enjoys high brand equity, recognized
worldwide
Products are unique and have innovative
styles.
Expertise in jeans industry
Follow high standard of quality
Distributes its products in a wide variety of
retail formats
Products are considered expensive
No discounts, products are sold at fixed
prices, therefore lose customers
Increasing competition meaning limited
growth
Slow to react within the market
Capture women segments equally
Increasing acceptability of western wear
worldwide
Low manufacturing and production in
various international marketsFast changing consumers tastes
Increasing competition and product
substitution
Slower market growth worldwide
Entry of new competitors in the marketSOURCE: Self analysis

36. Area 4500
Rent 32 lakh/month
Employees 16
Revenue 41 lakhs
SOUTH EXTENSION PART 1
NEW DELHI

38. Area 2000
Rent 6 lakhs
Employees 9
Revenue 25 lakhs
DLF MALL,SAKET
NEW DELHI

39. Area 4500
Rent 32 lakh/month
Employees 16
Revenue 41 lakhs
PACIFIC MALL,SUBASH NAGAR
NEW DELHI

41. COMMUTER LOOK

44. Let’s go for an adventure look!

45. C
O
N
S
U
M
E
R
P
R
O
F
I
L
E

47. BRANDS
ORIGIN 1995 1992 1995
PARENT
COMPANY
Levi’s Strauss &
Co.
Benetton group VF Corporation
Number of stores 410 425 55
USP Oldest Jeans Fashionable
Sweaters
Comfort and
Stylist Clothing
Target age group 18-40 yrs 2-40 yrs 18-40 yrs
Promotion Push and Pull
strategy
Advertisements,
Campaigns
Advertisements,
Campaigns

48. Rate the brand Levi’s on the following parameters?
1
4
3
2
5
Quality Brand ImageVM Fit
CONSUMER ANALYSIS

49. What do u look for when you buy apparel from Levis?
•Brand
•Quality
•Price
•Designs
27%
53%
7%
22%
P
P1
QQ1
Q
TR
Inelastic
With increase in price
Total revenue increases