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Levi Strategy and Positioning

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Strategy and Positioning Paper The numerous complexities a firm faces in the marketplace today requires the implementation of a strong market strategy and smart positioning decisions. These crucial marketing tools can effectively differentiate brands for consumers who may otherwise think they are comparatively the same. Image changes, new conceptual advertising, or the re-positioning of a product in the market can separate a brand from its competitor leading to an increase in exposure and ultimately an increase in sales. How the essential benefits of a product get communicated to consumers can be subtle, but production, pricing, and market location can all send powerful messages to consumers. One company that has used these strategies efficiently in their own marketplace is Levi Strauss & Co.
Levi Strauss & Co. Overview Headquartered in San Francisco, CA, Levi Strauss & Co. is a privately held apparel corporation that manufactures clothing and accessories for men, women, and children. Over the decades, the company has expanded their clothing line to include casual and dress pants, tops, jackets, footwear, and other apparel. Operating as Levi Strauss & Co., they also market products under other name brands such as Dockers and Denizen. The company operates in multiple markets throughout the world such as the Americas, Europe, and Asia Pacific, and employs over 16,000 employees, (Helms & Nixon, 2010).
Product and Services Levi Strauss has been focusing on the design and market of blue jeans and other casual apparel since 1873. As markets have become more competitive and consumer demand increases, it is necessary for firms to keep up with these industry changes. One proven way to do this is to set trends and lead the industry by releasing new and innovative products. A fresh product launch for the Levi’s Corporation involves their premium Water

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