15. Promotion Strategy
• Promotion strategy of Levi’s is pushed and pulled
standardizing branding to customer by
middlemen who communicate localization in
individual counties, thus, the distributor of Levi’s®
jeans wear plan to promotion strategy for
support sale to Levi’s which link promotion with
individual version jeans underneath control main
country .
.
17. Target Customer’s
• 1.Upper Class
• 2.Upper middle Class
• It emphasizes more on the age group of 13-24
(youngsters), although it has its product range
for people above 30 years age.
26. Target Customer
• Stylistic men and women: ages of 20-35 years
• Annual income: $50,000-$100,000
• Large, urban cities; U.S. & 80 other countries
• Bridge/ better price zone
• Independent entrepreneur or innovator who follows their own unique
path in life
• This eccentric man or women is largely unaffected by fashion fads and
spends a significant amount of money on quality fashion-forward clothing
29. Marketing mix
Products
Several different apparel lines:
~DieselStylelab (upscale)
~55-DSL (sportswear)
~Dieselkids
License name for:
~Accessories including eyewear
~Footwear
~Luggage
~Perfume/cosmetics
STAPLE PRODUCT: Diesel is best known as one of Europe’s top manufacturers of
designer jeans
30. Marketing Mix
• Price
Diesel Jeans range from $100 to $300 a pair
• Place
Diesel products are available in more than 5,500 chain and department
stores in 80 countries worldwide
In the U.S., Nordstrom, Urban Outfitters, Bloomingdales,
Barney’s New York
By 2003 there were 200 company owned and operated Diesel Stores
worldwide
~Feature jeans and DieselStylelab line
31. Location near you…
Portland Store:
The Cellar Building
Phone: 503-241-1355
30 NW 12th Street
Portland, OR 97209
32. Marketing Mix
• Promotion
~Promote products mainly online www.diesel.com
and in high-end magazines such as:
Elle
Vogue
www.diesel.com
Current Campaign: Global Warming Ready
They are known for their socially and politically
racy ad campaigns
33. Competition
• Primary competitors for denim
Earl Jeans
Seven for all Mankind
True Religion
Chip and Pepper
Paper Denim & Cloth
• Other Competitors include:
Giorgio Armani, Benetton Group, Calvin Klein, Donna Karan, etc.
35. Strengths
Advertisement
• Advertise clothes very differently than anyone else
• Create stories around pictures
• Choose quirky, unusual topics that can be perceived in many
ways
36. Opportunities
“Global Warming Ready”
• First thing you see on the diesel website is: “Global Warming
Ready?”
• Global warming report video, a link to StopGlobalWarming.org, and
a list of the top 10 things you can do to help global warming.
• Responding to consumer concern and also reach the eco-friendly
market
37. Bibliography
Web Sites
Apparel Search.com. (2006, January). Search directory: Diesel Jeans. Retrieved
February 15, 2007, from http://www.apparelsearch.com /definitions/Fashion /Brands /Diesel.htm.
Diesel SPA-Affino. (2007, January 20). Diesel Propaganda: Press Pack. Retrieved January 20, 2007,
from http://www.dieselpropaganda.com.
Pitman, S (2006, January 6). L’Oreal to make fragrance for Diesel fashion house. Retrieved
February 28, 2007, from Cosmetic Design Web site: http://www.cosmeticsdesign .com/news/ng.asp.
True-Religion.com (2006). True religion apparel adds to Expanding branded store base. Retrieved
February 28, 2007, from http://phx.corporate-ir.net/phoenix.zhtml.
Internet article based on a print source
Edmondson, G (2003, January 20). International-European Business: Diesel is Smokin’
[Electronic version]. BusinessWeekOnline
Europe News (2007, February, 26). Waiting for a relapse. [Electronic version] The Economist
Simpson, G (2007, February 20). Case study: L’Oreal’s software makeover *Electronic version+.
BuisnessWeekOniline
The Environment (2007, February, 22). Green sums [Electronic version]. The Economist