This document provides an overview of Levi Strauss & Co., a leading jeans and casual wear company. It discusses the company's history dating back to 1873, vision to empower young adults, and product portfolio including iconic brands like Levi's and Dockers. The document also covers Levi's target markets, pricing strategy, distribution channels, positioning against competitors, and social media and CSR initiatives.

1. Presented by :-
SATYAM SAHUKAR
SHUBHAM SHARMA
NEERAJ JOSHI

2. content
1. Introduction
2. History
3. Vision and mission
4. Marketing mix
5. Product
6. Price
7. Place
8. Promotion
9. Positioning
10. Depth
11. Width
12. Brands
13. Channel distribution
14. SWOT analysis
15. Market shares
16. Marketing strategies

3. Levi Strauss & Co. is one of the world's largest brand-name
apparel companies and a global leader in jeans-wear. The
company designs and markets jeans, casual wear and related
accessories for men, women and children. Levi’s products are
sold in more than 110 countries worldwide through a
combination of chain retailers, department stores, online
sites, and a global footprint of approximately 2,800 retail
stores and shop-in-shops. Levi Strauss & Co.'s reported fiscal
2012 net revenues were $4.6 billion.
The Levi’s® brand epitomizes classic American style and
effortless cool. Since their invention by Levi Strauss & Co. in
1873, Levi’s® jeans have become the most recognizable and
imitated clothing in the world — capturing the imagination
and loyalty of people for generations.
INTRODUCTION

4. Founded
by the
Strauss
family
Made the
first blue
jeans: the
first riveted
men’s work
pants out of
denim
– Blue
jeans were declared an
essential commodity and were
sold only to people engaged in
defense work
Sales confined
to the working
people of the
Western U.S.
Terms of Engagement:
help promote fair labor
standards and workers'
rights

5. VISION
Enhance Levi’s relationship with key target
audiences and develop an optimized brand and
communications platform specially targeted to the
Urban demographic.
MISSION
Building on our legacy and driven by our value, we
want to empower young Urban adults to seize
opportunities that matter in their lives, and follow
their own American dream.

9. Product
 Width

10. depth

13. The Brands
 Levi’s
 Levi’s Strauss Signature
 Dockers
 Levi’s Mobile Original
 Silver tab
 Levi’s 501 Original collection.
 Red Tab
 Engineered jeans etc..

14. Levi’s Strauss Signature
 In 2003, Levi’s launched Levi’s Strauss Signature
targeting the price sensitive customers who
purchased their apparels from Wal Mart and other
big discount stores. LS Signature became a rage
amongst youngsters with their innovative and
affordable designs and offerings.

15. CURRENT TARGET MARKETS
 Age: 15-30
 Male & Female
 Fashion conscious
 Students & young professionals
 Middle Income
VALUES:
 Self expression
 Authenticity
 Peer acceptance
 Trendsetter
 Effortless cool
• Age: 30-50
• Male & Female
• Professionals & Blue collar
• Have been wearing Levi’s since
their youth
VALUES:
• Sense of loyalty
• American sprit
• Familiarity
• Self expression

16. CURRENT TARGET
MARKETS

17. BRAND
IDENTITY
A style for every story.
Have you ever had a bad time in
Levi's?
Quality never goes out of style.
Levis. Original jeans. Original
people.
TAGLINES
BRAND
CONCEPT
Levi’s gives everyone the opportunity to craft
experiences and opportunities by building
confidence through durable clothing.

18. Price range of levis products

19. Brand Name.
One of oldest brand of clothes.
Perfect blend of design, comfort.
Status symbol of upper class.
Targets the youth group
External competition competiveness
Price of levis products is too high.
Rate of growth is slow.
Growing casual wear market.
Low manufacturing and production
costs in various international markets
Increasing acceptability of western
wear across the world.
Fast changing consumer tastes
Lack of protection of property rights
in some countries .
Increasing Competition and Product
Substitution
A cut throat competition exist
between Levis, Lee, Allen Solly and
Wrangler

20. Competitive
Advantage
Consumers'
Expectation
Conclusion
Affordable Affordable Affordable
Low to Medium Premium collection Wide Price Range
Wide Price range Free Alteration Frequent Discount
Retail Return Free Free shipping High cost/performance
Free Shipping on $100+
order
Free Return Shipping Fee
Online Student Discount
20%
Student Discount
Frequent Discount Frequent Discount
High cost/performance High cost/performance
PRICING STRATEGY

27. BCG MATRIX
The company Levi Strauss comes under
the category of Star as compared to the
other competitors present in the market
such as Allen Solly, wrangler , Lee , Arrow
Etc. The position of Star is given to Levi
Strauss by considering the factors such
Market Growth and Relative Market Share.

30. Positioning approach
 “your levi’s, your style”
 Comfort, fit and style
 “we invented blue jeans”
 Innovative and trendy
 Classic yet modern
 Best quality
 dynamic

31. Competitor analysis
A cut throat competition is going on in the Indian market
between some of the major players of garments they are
Levi Straus, Lee, Wrangler, Allen Solly, Raymond
apparel. Amongst them Levi Strauss is the Market
Leader in the current scenario.

32. Market share analysis report according to 2012-13
45%
25%
22%
18%
Market Share
Levi's Strauss
Allen Solly
Wrangler
Lee

34. BRAND CONCEPT
Crafting experiences through confidence
BRAND PROMISE
Provide opportunities through durable clothing.
BRAND PERSONALITY
Real, Adventurous, Motivated, Confident
External Retailers Corporate Social
Responsibility
Social Media
Our Communications: What We Say and How We Say it to Our Target
Internal

35. Thank You