Comparison of strategies of Multinational and Local Brand

2. LEVI’S
V/S
BREAKOUT
Group members
Muhammad Zubair
Zaid Iftikhar

4. LEVI’S
• One of the world's largest apparel brand created in 1873.
• The company is privately held by descendants of the family of Levi Strauss.
• Headquarter is in San Francisco, California.
• Levi Strauss & Co currently makes jeans in approximately 108 sizes and 20
finish fabrics.
• Today, the Levi's® trademark is one of the most recognized in the world and is
registered in more than 160 countries.

5. INTRODUCTION
• In 1847, Levi Strauss with his family sailed for America where they joined Jonas & Louis in New York.
• In 1853, Levi sailed to San Francisco started selling clothing, bedding & linen to small stores in California.
• In 1902, Levi died and his two nephews inherited the business.
• In 1910’s, LS&CO. received “Blue Ribbon” highest award for waist overalls in Panama.
• In1930’s, the Great Depression stroke & demand for Levi’s jeans, shirts and jackets declined.
• In 1991, the first original Levi’s store was opened in United States. In 1994, Dockers brand was introduced
in Europe. It launched its first website in 1995.In 1996; it introduced its Slates ® brand, a new style for men
wearing. In 1999, classic 5 pocket pants were reinvented.
• In 2000, LS&CO. introduced Levi’s ® engineered jeans TM, the reinvention of jeans for the new generation.

6. STP
Segmentation
• Demographic Segmentation
Age, Gender, Income, Generation, Occupation
• Geographic Segmentation
Levi's Americas Levi's Europe Levi's Asia
• Psychographic Segmentation
Life style, Culture, Social Class

7. PRODUCT MIX
Product
JEANS ,SHIRTS ,COTTON ,PANTS ,BELTS ,SUN GLASSES ,WATCHES
,LADY BAGS, WALLETS ,SHOES AND JACKETS
Levi’s brands
• The Dockers
• Levi's®
• Signature by Levis Strauss
• dENIZEN

8. Targeting
• Upper Class
• Upper Middle Class
Positioning
• Positioning differs between countries, market segmentations. For
example, in Americas and much of Europe the emphasize in on jeans as
casual attire.
• In contrast, Pakistanis wears indicate to the social fashion awareness
and high status.
• For adolescents and youngster adults, who want to casual attire,
engineers jeans by Levi's provide a unique fit and functional status..

9. PRICE
The pricing strategy of every company is very important, as the customers want
the best goods at the lowest possible prices.
• Levis has kept a price discrimination policy
for all its products that are available in different countries.
• Selling price varies in each country
due to Costing, Politics & Social Influence.
• As Levis is an established brand name,
the company has kept the prices fixed for
every region.
• Product sold at listed price .

10. MARKETING MIX
Place
• Levi's® brand of products are sold in 49 countries, Dockers® brand in 31 countries and our Levi
Strauss Signature™ brand in 4 countries.
• In Pakistan there are total 24 outlets. 10 in Lahore, 1 in Faisalabad, 1 in Islamabad, 7 in
Karachi ,1 in multan,2 in Peshawar, 1 in Rawalpindi and 1 in Sialkot.
Promotion
• Majorly done by creating public relation
• Since the Levi’s JEANS are in growth stage in Pakistan, Therefore, the promotional strategy is
based on persuading buyers.
Advertising
• Competitive advertising
• Institutional advertising
Advertising mediums
Television, Fashion Magazines, Newspapers, Internet, Bill boards, banners.

11. COMPETITORS OF LEVI’S
• Pepe Jeans
• GAP Jeans
• Lee(US Apparels)

12. Strength
•High brand equity
•Innovative edge
•Range of variety
•Durability of their products
•High standard of quality
Weaknesses
•Price factor considered to be
expensive
•No discount offering
•No free delivery service
Opportunities
•More opportunities towards
women section
•Recently started The Kid’s section
require more attention
•More persuasion towards sales
promotion
Threats
Competitors at global level
SWOT Analysis

13. Net Income of Levi’s World wide
Net income of Levi Strauss worldwide from 2005 to 2015. In
2015, Levi Strauss' net income amounted to 209.89 million
U.S. dollars.

14. Levi’s Strategies
• Drive the profitable core business
• Expand the reach of our brands and build a more balanced
portfolio.
• Leverage our global scale to develop a competitive cost
structure
• Placing according to Class and Attributes, Competitors ,Price.
Quality and Technology.
• Push & Pull promotional strategy
• Highly focus on sales promotion
• The factors count in retail locational decision are demographics,
traffic and access, competition ,site factors and cost factors.

16. INTRODUCTION
• Breakout emerged on the screen of fashion in year 2010.
• Company owned by Mr. Imran Ghani and Mr. Musa khan
• It is a mirror image of New York style, culture and attitude.
• It is one of the trendiest brands in Pakistan when it comes to
casual and fashionable street wear for girls, boys, men, women
and kids.
• Headquarter in Lahore Pakistan.

17. STP
Segmentation
Segmentation according to gender, age, income and occupation.
Targeting
Company tends to build long term relation by providing best quality
products at
reasonable prices
 Upper medium class
 Medium class
 Upper lower class
Positioning
Highly trendy and fashionable outfits.

18. MARKETING MIX
Product attributes
 Variety
Jeans, Shirts, belts, shoe, jackets, Sweaters, hoods,
mufflers/scarves, socks and accessories
 Features: up to date style
 Design: Latest cuts
 Color: different colors seen in their clothing
 Sizes: Small (S), Medium(M),Large(L),(XL) and (XXL)

19. PRODUCT MIX-(PRICE)
List price: Product sold at listed price .
Credit sales: Products are only sold for cash or on credit cards
Discount: Breakout offers limited time” Discount offers”.
Specially at the end or change of the season.
Price Determination
 Cost of the product
 Affordable for the target market
 Demand of the product Uniqueness and innovative features of
the products

20. PRODUCT MIX-(PLACE)
Channels
 Direct selling channel
 Shortest and simplest form of distribution channel
Location
Lahore ,Karachi, Islamabad, Rawalpindi, Multan,
Faisalabad, Gujranwala, Sialkot and Gujrat.

21. PRODUCT MIX-(PROMOTION)
The Breakout launch show started with jazzy media gathering hosted by
supermodel Annie & Ahsan Khan.
Sales promotion
 Breakout is focusing on it public relation activities.
 Using messaging services for its loyal customers in order to inform them about
discount offers or any other new arrivals
Advertising mediums
 Fashion Magazines
 Newspapers
 Bill boards, banners

22. COMPETITORS
• Outfitters
• Engine
• Urban culture
• Stone age

23. SWOT ANALYSIS
Strengths
• Timely innovation: adopt the change
rapidly and bring innovative edge in their
outfits
• Price: Price is according to the quality
they are offering.
Weaknesses
• Promotional edge: not using television
as a promotional medium.
• Product line: not offering formal
dresses
Opportunities
• Market gap :Breakout can fill this gap
by covering other geographical region of
Pakistan
• Extension in product line: Breakout can
extend its product line by moving in
formal dresses range or on Shalwar
kameez side
Threats
•Competitors
•Close substitutes

24. BREAKOUT STRATEGIES
The major strategies which Breakout is using are
 In each retail outlets in Pakistan, company’s positioning strategy of
products are same
 The main strategy of the company is about their locational decision.
 Company deals with their customers directly from their outlets and
they don’t give their products to others as a sub brand.
 Company’s promotional strategy is that they place their ads on that
page of newspaper or magazines which are mostly seen by
youngsters.
 Company put their ads on that channel of FM radio which are
mostly listened by youngsters

25. SUGGESTIONS
• Breakout should focus on their SWOT analysis. They have to clearly analyze that
what their strengths are.
• Company should try to eliminate their weak ends for further growth .
• They have to increase their product line for grapping more market share . (e.g.
Kurta, Shalwar kameez).
• Never stop with innovation and focus on Levi’s saying to dream big, do more and
grow.
• Company have to improve the efficiency of their channel as currently they are just
putting their products in their own outlets they should move towards retailer for
their products.

26. SUGGESTIONS
• Company should pay attention towards their promotional activities they should go
for Television as advertising medium in order to create awareness of their brand.
• Company should move towards other geographical regions in Pakistan as still there
is market gap and company can successfully fill this gap by exploring opportunities
in that regions of Pakistan.
• Company should explore the international opportunities by moving towards one or
more country outside the Pakistan like India China through extensive international
market research as breakout competitor “stoneage” is now moving towards
international market.