A brief analysis of slogans of 5 companies

1. Spring 2015
ASSIGNMENT 1
MEMBERS:
1. RAMANTH GAJULA (13CS10021)
2. ASWANTH KUMAR (13CS30019)
3 .KRISHNA SAI ROHITH (13CS10028)
4. SWAROOP BUGATHA (13CS10016)
5. MANTHA ADITYA (13IE10022)

2. LEVI STRAUSS & CO
BRIEF INTRODUCTION ABOUT THE COMPANY
Levi Strauss & Co is a privately held American clothing company known worldwide for its Levis
brand of denim Jeans. It was founded in 1853 when Levi Strauss came to San Francisco. The
company's corporate headquarters is located at Levi'sPlaza in San Francisco.
Invention Of Blue Jeans
May 20, 1873 markedan historicday:the birthof the blue jean.Itwason that daythat Levi Strauss
and JacobDavis obtainedaU.S. patentonthe processof puttingrivetsinmen’sworkpantsforthe
veryfirsttime.
Taglines and Advertising
A style for every story.
Quality never goes out of style.
Levis. Original jeans. Original people.
Our models can beat up their models.
.With Strength and Ease, They Always Please.

3. ANALYSIS OF SLOGANS /TAGLINES OF LEVIS:
• Clarity and Message :
Clarityanda message are twothingsnecessaryinadvertising.If
customersdon'tunderstandyourslogans,theywill forgetthem
alongwiththe company. The Slogansof Levis clearly throw Light
on the central issuesof the product like "Style","Ease", "Comfort"
"Quality","Dominance of product" etc .
• Memorable and Jingles :
People generally remembergoodslogans.Slogansthatuse a
rhythmic style have mass a appeal as theyare able to connect
withtheiraudience. Slogansof Levislike "WithStrengthandEase ,
theyalwaysplease" are rhythmicandcontain more
informationaboutthe product.
• Identification and Differentiation :
In an overcrowdedmarket,companiesonthe same industry
needtoset themselvesapart throughtheircreative and
original tagline orslogan.Levisincorporatesthisfeaturein
theirslogans like "Ourmodelscanbeatup theirmodels".The
sloganwasalso unambiguousinthe sense thatitdoesn't
include the name of anyotherspecificcompetitor.It popsup
the popularity andupperhand of companythere bysortingout the
preferencesof customerstogive highestprioritytoLevis.
• Other Aspects :
Levis slogans cover some other aspects like "Credibility" ,
"Strategic" , "Instilling a positive feeling about the brand" ,
"Neatness" , "Competitive in Nature" , "Including the main
benefit" etc.

4. Advertising Techniques of Levis :
The Beautifully designed advertisement of Levis uses the tag
"It's no use they can't be ripped" clearly illustrates the Strength of the product which
attracts a lot of customers .

5. FLIPKART .
Flipkart is a Indian E-Commerce company established in 2007 by Sachin BAnsal and
BinnyBansal. It operates exclusivelyin India with headquarters at Bangalore
,Karnataja. Both alumni of Indian Institute of technology Delhi.
During its initial years Flipkart focused solely on books ,and soon as it
expanded,it started offering other products like electronic goods,and as it started
expanding started selling products like Air conditioners , air coolers,stationary
supplies and lifestyle poducts like electronic goods and e-books.Soon it started to
launch its own product range under name “DigiFlip”including tablets,USB’s,and
laptop bags,It also started its own range of personal healthcare products under the
name “Citron”.
Slogan & motto:
The name itself has a catchy felling to it, and it means Flipkart – Flipping through your
karts. The other motto being THE ONLINE MEGASTORE
Achievements & Acquisitions:
• 2010: WeRead, a social discoverytool
• 2011: Mime360,a digital content platform company
• 2011: Chakpak.com a Bollywood news site that offers updates,news,photos and
videos.Flipkart acquired the rights to Chakpak’s digital catalogue which includes
40,000 filmographies,10,000 movies and close to 50,000 ratings.
• 2012: Letsbuy.com a Indian retailer in electronics .Flipkart bought the company
for an estimated US$25 million.
• 2014:Acquired Myntra.com in a estimated INR 2,000 crore deal.
• Co-founder of Flipkart Sachin Bansal,got Entrepreneur of the year award 2012-
2013 from Economic times, leading Indian Economic Daily.
• Flipkart.com was award Young Turk of the Year at CNBC TV 18’s India
Business Leader Awards 2012’.
• Flipkart.com got nominated for IndiaMART Leaders of Tomorrow Awards 2011

6. Criticism Faced:
On 6th
October 2014 Flipkart launched Big Billion day with the intention to increase
the popularit by targeting billion sales in 1 day.This en=ven though helped Flipkart
achieve the target led to public outcry and widespread criticism across consumers
and widespread criticism across consumers ,competitors and partners heavily
damaging its reputation.
Position of Flipkart today:
Initially started out as online bookstore with 4lakh INR as the only funds from both
the founders now boast of networth 1billion $ inching closer Bangalore’s iconic
tech billionaires NR Narayan Murthy and NandanNilekani of Infosys.And is India’s
number one online shopping site.
Flipkart has since raised two rounds of funding from venture capital funds
Accel India in 2009 and Tiger Global Management .
What started out a small business venture now has become potential e commerce
leader. Motorola mobility previouslyowned by Google but then sold to Lenovo, in
a exclusive tie up with Flipkart launched its budget smart phone Moto G in India
on 5th
February receiving an overwhelming response which led to release of two
more products Moto X and Moto E which were sold quicker than ever before.and
tie with Xiaomi and Redmi products which were sold in a matter of seconds.

7. Ferrari: Burning passion for excellence
the car for illuminate
everything we do is driven by Ferrari

8. Ferrari S.p.A. is an Italian sports car manufacturer based in
Maranello, Italy.
via Abetone Inferiore, 4
Maranello, Italy, 41053
Founded by Enzo Ferrari in 1929 as Scuderia Ferrari, the company
sponsored drivers and manufactured race cars before moving into
production of street legal vehicles in 1947 as Ferrari S.p.A.
Throughout its history, the company has been noted for its
continued participation in racing, especially in Formula One, where it
has largely enjoyed great success, especially during the 1950s, 1960s,
1970s, late 1990s, and 2000s.
After years of financial struggles, Enzo Ferrari sold the company's
sports car division to the Fiat group in 1969 to ensure continued
financial backing. Enzo Ferrari retained control of the racing division
until his death in 1988 at the age of 90. Earlier that year he had
overseen the launch of the Ferrari F40; the last new Ferrari to be
launched before his death, and arguably one of the most famous
supercars ever made

9. Since 1950 Ferrari has been at the peak of F1. When the titles come
along, and there have been many, the season has been viewed
positively. But even when championships were not won, the scuderia
was at the centre of things. Success hasn't always come along and
there have always been times of hardship. Racing will always be
fundamental to Ferrari and the Scuderia has never once thought of
pulling out. In this section you will find out all that you ever wanted
to know about fifty years of competition.
Ferrari also has an internally managed merchandising line that
licenses many products bearing the Ferrari brand, including eyewear,
pens, pencils, electronic goods, perfume, clothing, high-tech bicycles,
cell phones, and even laptop computers.

10. Financial Times named Ferrari number one on its 2007 list of the 100
Best Workplaces in Europe.
The Scuderia joined the Formula One World Championship in the
first year of its existence, 1947. José Froilán González gave the team
its first victory at the 1951 British Grand Prix.
Notable Ferrari drivers include Tazio Nuvolari, Juan Manuel Fangio,
Luigi Chinetti, Alberto Ascari, Wolfgang von Trips, Phil Hill, Olivier
Gendebien, Mike Hawthorn, Peter Collins, John Surtees, Lorenzo
Bandini, Ludovico Scarfiotti, Jacky Ickx, Mario Andretti, Clay
Regazzoni, Niki Lauda, Carlos Reutemann, Jody Scheckter, Gilles
Villeneuve, Didier Pironi, Michele Alboreto, Gerhard Berger, Nigel
Mansell, Alain Prost, Jean Alesi, Eddie Irvine, Rubens Barrichello,
Michael Schumacher, Kimi Räikkönen, Felipe Massa and Fernando
Alonso

11. The self-proclaimed "brand valuation and marketing experts" at
Brand Finance have named Ferrari as the most powerful brand of
2013.
Despite having a limited market and modest revenues, Brand
Finance says Ferrari achieved the highest rating because they
account for "financial metrics such as net margins, average revenue
per customer, marketing and advertising spend as well as qualitative
measures such as brand affection and loyalty." As a result, Brand
Finance says
"Ferrari outperforms not only rival auto manufacturers BMW, VW,
Mercedes Benz, Lexus and Audi but all brands worldwide."

12. Fuzzy logic aside, Ferrari chairman Luca di Montezemolo
welcome the award by saying “It is always a pleasure to top any list
and still more so when the competition includes some of the world’s
most famous companies. This achievement proves that even in very
tough economic times, Italy can still offer the world businesses of
excellence."Through all this now :
FERRARI : the Burning passion for Excellence
Adidas – “Impossible Is Nothing.”
Adidas, a company that started off with a core vision to support athletes,
has always been true to its positioning that is highlighted by the Adidas
slogan “Impossible Is Nothing.”. It is one of the greatest slogans for a
sports brand.A great brand or a company slogan lays out the complete
brand philosophy in just a small phrase: It should explain what is the
reason behind the very existence of a brand.
The Beginnings Of Adidas:
AdiDassler, the founder of Adidas, had three guiding principles for his
development work, from the time he made his first canvas training shoe for
runners in 1920:
• To produce the best shoe for the requirements of the sport.
• To protect the athletes from injury.
• To make the shoe durable.
Since then , the company evolved into a complete sports brand making
shoes for football, tennis ,sprinting, running, boxing and many other sports.
Adidas and Muhammad Ali

13. It was not until 1974 that Adidas got associated with the slogan “Impossible
Is Nothing.” That is actually taken from a quote by Muhammad Ali, one of
the legendary boxers who ruled the ring:
“IMPOSSIBLE IS JUST A BIG WORD THROWN AROUND BY SMALL
MEN WHO FIND IT EASIER TO LIVE IN THE WORLD THEY HAVE
BEEN GIVEN THAN TO EXPLORE THE POWER THEY HAVE TO
CHANGE IT. IMPOSSIBLE IS NOT A FACT. IT’S AN OPINON.
IMPOSSIBLE IS NOT A DECLARATION. IT’S A DARE. IMPOSSIBLE
IS POTENTIAL. IMPOSSIBLE IS TEMPORARY.
IMPOSSIBLE IS NOTHING.”
-MUHAMMAD ALI.
This might have come up as a surprise to many of you, but Muhammad Ali
endorsed Adidas at the peak of his era. Now it must be easier to digest
how Adidas got affiliated with this slogan. Through brand endorsement and
small positioning, Adidas nailed the iron when it was hot.
Erich Stamminger, member of the Executive Board of Adidas-
Salomon AG, describes “Impossible is Nothing” as a brand and an
attitude that is known and shared by all athletes around the world.
“Impossible is Nothing” is the concept behind Adidas’ brand
positioning “forever sport” that clearly and emotionally
communicates our passion for sport. He added, “As an athlete you
always strive to go further, break new ground, and surpass your
limits. So do we as a brand, to achieve our mission to be the leading
sports brand in the world.”
ADIDAS SLOGAN 2011
Impossible is Nothing has been a powerful Adidas slogan for many years
and many people will continue to remember the brand with the same
philosophy for times to come. However, as of March 2011, the new Adidas

14. slogan has been changed to “All In,” through a campaign that was claimed
to be the most expensive Adidas marketing effort ever.
ADIDAS SLOGAN 2013
Adidas is carrying on with it’s slogan “Adidas Is All In” in 2013.