1. 1. INTRODUCTION
Levi Strauss & Co. (LS&CO.) is one of the world's largest brand-name apparel marketers
with sales in more than 110 countries. There is no other company with a comparable global
presence in the jeans a n d c a s u a l p a n t s m a r k e t s . T o d a y , t h e L e v i ' s ®
t r a d e m a r k i s o n e o f t h e m o s t r e c o g n i z e d i n t h e w o r l d a n d i s registered in
more than 160 countries. The company is privately held by descendants of the family of Levi
Strauss. Shares of company stock are not publicly traded. The company employs a staff of
approximately 8,850 people worldwide, including approximately 1,000 people at its San
Francisco, California headquarters. Levi Strauss & Co currently makes jeans in
approximately 108 sizes and 20 finish fabrics. From the early 1960s through the mid
1970s, Levi Strauss experienced significant growth in its business as the more casual look of
the 1960s and 1970s ushered in the "blue jeans craze" and served as a catalyst for the brand.
Levi's, under the leadership of Walter Haas Jr., Peter Haas, Ed Combs, and Mel Bacharach,
expanded the firm's clothing line by adding new fashions and models, including stone-
washed jeans through the acquisition of Great Western Garment Co. (GWG), a Canadian
clothing manufacturer, and introducing Permanent Press trousers under the Sta-prest name.
The company experienced rapid expansion of its manufacturing capacity from 16 plants to
more than 63 plants in the United States from 1964 to 1974 and 25 overseas. The use of "pay
for performance" manufacturing at the sewing machine operator level up.
2004 saw a sharp decline of GWG in the face of global outsourcing, so the company was
closed and the Edmonton manufacturing plant shut down. The Dockers brand, launched in
1986 which is sold largely through department store chains, helped the company grow
through the mid-1990s, as denim sales began to fade. Dockers were introduced into Europe in
1993. Levi Strauss attempted to sell the Dockers division in 2004 to relieve part of the
company's $2 billion outstanding debt.
Launched in 2003, Levi Strauss Signature features jeans wear and casual wear. In November
2007, Levi's released a mobile phone in co-operation with Mode Labs. Many of the phone's
cosmetic attributes are customisable at the point of purchase.
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2. 2. BRANDS:
The products of Levi Strauss & Co are sold under three brands:
Levi's®:
Since their invention in 1873, Levi's® jeans have become one of the most successful and
widely recognized brands in the history of the apparel industry.
Dockers®:
Dockers® brand, which pioneered the movement toward business casual, has led the U.S.
khaki category since the brand's 1986 launch, and is now available in numerous countries.
Levi Strauss Signature™:
In 2003 the launch of the Levi Strauss Signature™ brand, giving value consumers high-
quality and fashionable clothing from a company on which the consumers trust.
3. MARKETING MIX:
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3. The marketing mix is the set of marketing tools the firm uses to pursue its marketing
objectives in the target market. Marketing-mix decisions must be made for influencing the
trade channels as well as the final consumers. McCarthy classified these tools into four
broad groups that he called the four Ps of marketing: product, price, place and
promotion. Note that the four Ps represent the sellers’ view of the marketing tools available
for influencing buyers
MARKETING MIX
PRODUCT PRICE PROMOTION PLACE
Product variety List price Sales promotion Channels
Quality Discounts Advertisements Coverage
Design Allowances Sales Force Assortments
Features Payment period Public relations Locations
Brand name Credit terms Direct marketing Inventories
Packaging
Sizes
Services
Warranties
Returns
3.1 PRODUCT:
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4. “Product means set of tangible and intangible attributes which may include packaging,
colour, price, quality and brand plus the seller’s services and reputation. A product may be a
place, service, good or promotion.”
BRANDS:
Brand is a name, term, sign, symbol or design that adds value to the products.
LS & CO. earns remarkable revenues throughout the year coz its products are
considered to be the world’s largest quality products.
LS & CO. is basically divided into 3 sub brands i.e. Levi’s, Dockers and Levis Strauss Signature.
All the three brands are providing different quality products.
LEVI’S®
Invented in 1873, Levi's® jeans are the original, authentic jeans. They are the most
successful, widely
recognized a n d o f t e n i m i t a t e d c l o t h i n g p r o d u c t s i n t h e h i s t o r y o f a p p a r e l
Levi's® jeans have captured the attention, imagination and loyalty of
generations of diverse individuals. As the inventor of the category, the Levi’s brand
continues to define jeans wear with widest range of products available from quintessential
classics, such as the famous Levi's®501® Original jean to favourite fits and styles in our Red
Tab™ and Levi's® Premium collections.
DOCKERS®
Launched in 1986 in the United States, Dockers® brand products and marketing
played a major role in the creation of a new apparel
category f o r m e n ' s p a n t s a n d t h e s h i f t t o c a s u a l c l o t h i n g i n t h e w
o r k p l a c e . Dockers® Khakis quickly became the No. 1 khaki pant brand in the
United States. In 1988, the brand launched Dockers® for Women,
a feminine interpretation of Dockers® brand apparel. The lineoffers fashionable tops, dress
and casual pants and a full rangeof accessories designed to fit a variety of different
bodyt y p e s a n d s i z e s . T o d a y , t h e D o c k e r s ® b r a n d h a s expanded to mo
re than 50 countries in every region of thew o r l d w i t h a c o m p l e t e a s s o r t
m e n t o f s t y l i s h a n d innovative products including full line of tops,
foot wears, accessories, for a broad range of consumers.
LEVIS STRASS SIGNATURE:
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5. The Levi Strauss Signature™ brand was launched in 2003 exclusively for consumers who
shop in the mass channel. The brand gives value-conscious consumers access to high-
quality, affordable and fashionable jeans wear from a company and name they trust. The
Levi Strauss Signature™ brand includes a collection of denim and non-denim pants, shirts,
skirts and jackets for men, women and children all designed with the high quality.
PRODUCT ATTRIBUTES
Products are usually considered to be the No.1 factor contributing towards building
goodwill of a firm. A product should be unique, durable, reliable, comfortable and
economical. Following are some of the basic attributes of LS & CO.’S products
• Variety
• Features
• Design
• Colour
• Size
VARIETY
Levi’s products today are perceived by many as a symbol of youth, freedom, confidence,
individualism, independence & comfort. LS & CO. provides a wide variety of products
including:
JEANS
Levi’s jeans have been present at nearly every pivotal moment in history and culture for the
past 150 years.
Shirts
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6. Cotton Pants
Accessories
• Belt
• Sunglasses
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7. • Wallets
• Lady Bag
• Jacket
• Shoes
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8. Features:
Features are competitive tools that differentiate the company’s products from its
competitor’s products. Following are some of the main and distinctive features of Levi’s
products.
Comfort
Levi’s jeans and other products are comfortable enough to be worn even at the times of
protest, war, Cultural Revolution, relative peace and pure fun.
Durability
The two figures on the patch of Levi’s jeans with whips in hand pulling in opposite
directions, yet the jeans remain intact symbolize the strength and durability of the ‘Patent
riveted clothing’.
Style
Clothing means more than just fabric, thread and rivets. To clothe oneself means to put
on something that symbolizes who you are. Levi’s jeans are available in different styles for
men and women.
3.2 PRICE:
It can be simply defined as: “The currency value charged to a Client by the company for a
product or service”. Is one of the most important elements of the marketing mix, as it is the
only mix, which generates a turnover for the organization. The remaining 3p's are the
variable cost for the organization. It costs to produce and design a product, it costs to
distribute a product and costs to promote it.
List Price:
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9. Their products are sold at listed price, which are settled by the Levis Company (Singapore).
There is no discount to offer.
Credit Sales:
They also deal with credit sales, but they
don’t overcharges to the customers, we pay it our self to the bank (3 %). Products are only
sold for cash or on credit cards
Discount:
They don’t give the discount to their customers, even to the employees of the Levis. Their
prices are fixed.
Payment period & credit terms
Payment Period & Credit Terms are settled by the company.
Price Determination:
During the determination of the price company not considered the competitors, but
the standard that is used is considered .Our price is influenced by the following factors:-
• Cost of the product
• Affordable for the target market
• Demand of the product Uniqueness and innovative features of the products.
Competitors:
We are much proud to say with surety that our products completely satisfy our consumers,
that’s why we don’t face much competition in our business. But yet there are some
competitors e.g.
• Pepe Jeans
• Leeds (US Apparels)
• GAAP Jeans
• Cambridge
Their prices are not influenced by the competitors.
Such a stuff, design and fashion which don’t have the enough sales are recall back to the
company. Again company issues this stuff to their own outlets for sale at discount prices.
3.3 PLACE:
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10. Placement objectives:-
• To equalize the demand and supply of products at all places.
• To provide desired products at proper place.
• To full fill the requirements of every locality according to the taste of the people.
• To increase the brand equity by reaching every corner of the world.
Channels
Strategy:
Levi’s Strategy for choosing channels is according to Product: Mostly Levis is limited to his
wholesalers , because the unit value is high and cost related issues occur.
Location:-
They sell our product in 110 countries,55000-plus retail locations and 1500 brand dedicated
stores. Levi's® brand of products are sold in 49 countries, Dockers® brand in 31 countries
and our Levi Strauss Signature™ brand in 4 countries:
COUNTIRES:
These countries are Australia, Bangladesh, Brunei, China, Guam, Hong
Kong, India, Indonesia, Japan, Korea, Malaysia, New Zealand, Pakistan, the
Philippines, Singapore, Sri Lanka, Taiwan ,
Thailand. B a h r a i n , I s r a e l , J o r d a n , K u w a i t , O m a n , Q a t a r , S a u d i A r a b i a , U n i
t e d A r a b E m i r a t e s A n g o l a , B o t s w a n a , Mozambique, Namibia , South Africa.
Argentina, Belize, Bolivia, Brazil, Chile, Colombia, Costa Rica, Ecuador, El Salvador,
Guatemala, Honduras, Nicaragua, Panama, Paraguay, Peru, Uruguay and Venezuela.
STRATEGIES:
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11. LS & CO. placed its products according to following strategies. Placing according to Class
and Attributes:
LS & CO. Positioned its products according to different classes and genders.
Placing according to Competitors:
LS & CO. Keep in mind the price and quality of the products and try to make its products
better.
Placing according to Price and Quality:
LS & CO. introduces best quality at different prices to its clients.
Placing according to Technology:
LS & CO. has tried to build its image as an innovator by coming in Pakistan with
their Jeans having new and latest style and look.
D) PROMOTION:
Promotion objectives:
• To inform, persuade and remind the potential customers about its products
• Increase awareness and build primary demand
• To build strong brand equity.
• Build Company’s image as innovator.
• To create bonds between public and Levi Strauss by helping the people.
Sales Promotions
Advertising:-
The types of advertising used by LEVIS are:
Competitive advertising
The advertisement given by the LEVIS stresses on the demand of the product and
enhancement of its features.
Institutional advertising
Levis uses institutional advertising to promote company’s image by saying Many Copy the
Red Tab No One can copy the Original
Advertising mediums:-
The advertising media used by the company are
• Television
• Fashion Magazines, Newspapers
• Internet.
• Bill boards ,banners etc
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12. Television & Radio:
Advertisements of Levi Strauss &Co. are very innovative and eye-catching.
Buyers are attracted towards the product. The advertisements are placed at the
international level .
Fashion Magazines & Newspapers:
For fashion magazines and newspapers LS&Co. is a target due to its
g r a n d b r a n d e q u i t y , i t h a s b e c o m e a benchmark for all the others to follow. The
newspaper gives coverage to the social events in which LS &Co takes part with great
interest. Whereas fashion magazines are always dealing with the gorgeous models working
with LS& Co and the unique outfits of the models.
Internet :-
Levis provides up-to-date information to their customers through electronic media i.e. from
their website
Billboards & banners:
Billboards and banners are also used for the advertisement purpose
Sales force:-
Levi’s holds a very big sales department as it is working in many countries.
Level of Distribution Intensity:
Levi’s is using selective but intensive distribution level for the distribution of
its products.
Sales Offices and Sales Branches:
Sales offices for Levis act as a display center for their Products from where the
customers can get information about latest designs and up to date fashion introduced.
While the actual sale of the products take place at the sales outlet of the company.
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13. Public relations:-
The sales promotion of LEVIS also includes such activities as event sponsorship. Levi Strauss
& Co. says ,
“Our corporate values enable our vision of the future and reflect the legacy of our
founder, Levi Strauss, who devoted substantial time and resources to charitable
and philanthropic activities.”
GUIDING PRINCIPLES:
There are three guiding principles present behind the global giving programs:--The first is a
belief in empowerment - the right of women and youth to identify their needs and to
participate in solving problems that affect them. The second is a resolve to address social
biases and their impact on youth and women whether due to racism, xenophobia, sexism,
homophobia or HIV/AIDS status. The third is a commitment to work collaboratively with
other funders and to encourage joint efforts by our grantees.
ISSUES:
These principles are applied to two interrelated issues:
Preventing the Spread of HIV/AIDS
In 1985 the Levi Strauss Foundation became the first U.S. corporate foundation to address
this epidemic, and has since contributed more than $26 million to organizations
in more than 40 countries. The Foundation and company-supported programs seek
to prevent the spread of HIV/AIDS.
Increasing Economic Development and Education Opportunities
To alleviate poverty, individuals must have access to resources and possess the
skills to acquire and manage financial assets -- yet youth and women continue to
struggle against social norms and financial institutions that limit this type of access and
discourage education and training. Focusing specifically on indigent women
and youth (age 10 to 25)
For Example
1. Philanthropy includes a focus on strengthening workers' rights and ultimately
improving working and living conditions in communities where third-party contractors
make LS&CO. products. The Levi Strauss Foundation provides innovative "sourcing" grants
to local, regional or global non profit organizations
2.LS & Co. ‘s commitment to equal employment opportunity and diversity pre-dates today's
programs and began in the 1940s when factories were desegregated in California.
3. For the past four years, LS &Co has been ranked as one of "America's 50 Best Companies
for Minorities".
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14. 4. In 1991, LS &Co became the first worldwide company to establish a
comprehensive ethical code of conduct for manufacturing and finishing contractors
working with the company.
5. In 2003, LS &Co received the Corporate Philanthropy Award for our leadership in giving
and volunteering in San Francisco area.
6. In 2000, LS &Co inaugurated Volunteer Day at San Francisco headquarters and
has since expanded it beyond the United States and Canada to include sites
throughout Latin America and Asia. In 2004, employees volunteered more than
50,000 hours to charitable organizations around the world and provided $1 million
in philanthropic support to local non profit groups
7. In 1998, LS &Co received the U.S. President's Ron Brown Award for
C o r p o r a t e L e a d e r s h i p f o r outstanding achievements in employee and
community relations. LS &Co was recognized for creating Project Change, an
initiative of the Levi Strauss Foundation that combats institutional racism.
8. In 1968, LS &Co pioneered an employee volunteer effort called "Community
Involvement Teams" or CITs. There are now 78 CITs worldwide.
9. LS &Co has played a leadership role in educational programs and policies
regarding AIDS in the workplace
10. LS &Co have made more than $27 million in grants for AIDS care and
prevention. in the last two decades and have received numerous awards and
recognition for our efforts to combat the HIV epidemic
Funding:
The philanthropic funding is divided into two categories:
The Levi Strauss Foundation
The Foundation is an independent legal entity that provides grants to community-based
organizations working to create meaningful social change. The Levi Strauss Foundation
funds programs worldwide where LS&CO. has a business presence and gave approximately
$10 million in 2004. The Foundation also funds disaster relief efforts, makes charitable
donations to organizations where employees volunteer, matches cash donations by
employees to local charitable organizations, provides
grants to community organizations located in LS&CO.'s sourcing communities, and
funds college scholarships for the dependents of LS&CO. employees.
Employee Community Involvement
Our employees are a big part of how we give back to our communities we invest
in what is important to
them.W e e n c o u r a g e e m p l o y e e s g l o b a l l y t o g i v e b a c k t o t h e i r c o m m u n i t i
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15. e s t h r o u g h e m p l o y e e - l e d C o m m u n i t y Involvement Teams and through the
sponsorship of an annual volunteer day.
The Levi Strauss Co. & Foundation:
The Levi Strauss Co. & Foundation provides grants to local, regional or global non profit
organizations. The grant areas are divided into two:
1) Core Grants
The core grant includes the following: Corporate Social Responsibility Economic &
Educational Opportunities HIV / AIDS .
2) Non-Core Grants
Animals Arts & Culture Civic Disaster Relief Environment Food, Shelter &
Emergencies Health & Human Services Holiday Grants Recreation & Athletics Youth
Empowerment.
4. REFERENCE:
www.levistrauss.com
http://levi.in
www.wikipedia.org
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