...* Subject Code :MKT2054 * Table of Contents Introduction 2 Social-class microcultures in consumer behavior 2 Implications to marketing practitioners 3 Suggestion for Improvement 4 Conclusion 4 Reference list 5 Introduction Market nowadays is so rapid-constantly changing and so broad. Company needs to adapt to these characteristics of the market and also understanding the consumer’s behavior in the market for them to survive and outrun their competitors. This discussion would further examine the company, Levi Strauss (Levi’s), marketing strategy in the garment industry in the context of Malaysia and also suggestions would be given for improvements. Levi’s first entered into the garment industry in 1873 with the birth of the first pair of jeans. Levi’s has been improving since and now, it is one of the world largest brand-name and also a global leader in jeanswear, according to San Francisco(2014). After gaining reputation as well as high profit, they have been selling other garment products besides jeans, such as clothings, caps, belts, and so on. Social-class micro cultures in consumer behavior A social class is a huge group of people, who have a similar position in an economic system, said by Moffitt(2015). Differentiating, positioning, and targeting different social class plays an important role in marketing. Consumers from different social class have different behaviors as well as wants. According to Moffitt(2015), there are four main social class...
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...Mission Statement …………………………………………………………… 11 Aspiration Statement ……………………………………………………….. 12 Situation Analysis …………………………………………………………….. 14 Competitive Analysis ……………………………………………………….. 14 Current Market Need ………………………………………………………. 15 SWOT Analysis ………………………………………………………………… 17 Objectives …………………………………………………………………….. 20 Scanning Environment ……………………………………………………... 21 Market Segmentation ……………………………………………………. 22 Target Market ………………………………………………………………. 28 Marketing Mix ………………………………………………………………. 30 Product Attributes ………………………………………………………… 31 Brand Positioning …………………………………………………………. 32 Brand Personality …………………………………………………………. 32 Features Analysis Chart ………………………………………………….. 33 Implementation …………………………………………………………… 35 Evaluation ………………………………………………………………….. 38 Budgeting ………………………………………………………………….. 41 Media Strategy ……………………………………………………………. 48 DEDICATION • This humble effort is dedicate to the last Holy Prophet Hazrat MUHAMMAD (PEACE BE UPON HIM) Who is the only perfect ideal of life for human peace. • This struggle is also dedicated to our beloved PARENTS • By the virtue of whose prayers and show hands are always raised for pray, for our well being, even at this moment of time....
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...[pic] Levi Strauss & Co. : An overview According to the company’s Web site (www.levistrauss.com) the company was founded in 1853 by a young Bavarian immigrant Levi Strauss. Levi Strauss had left New York to San Francisco to sell his supply of dry goods. There he found the need for rugged long lasting trousers. Levi patented cotton riveted waist overall which later became the legendary Jeans. Levi Strauss & Co. (LS&Co.) is one of the world’s largest brand-name apparel marketers with sales in more than 100 countries. There is no other company with a comparable global presence in the jeansand casual pants markets. Levi Strauss & Co., together with its subsidiaries, operates as a branded apparel company. The company designs and markets jeans, casual and dress pants, tops, skirts, jackets, footwear products, and related accessories for men, women, and children under the Levi’s, Dockers, Signature by Levi Strauss & Co., and Denizen brand names. It also licenses its trademarks for an array of products, including accessories, pants, tops, footwear, and other products. The company distributes its Levi’s and Dockers products primarily through chain retailers and department stores in the United States; and through department stores, specialty retailers, and franchised stores internationally. In addition, it distributes its Levi’s and Dockers products through online stores. Further, the company distributes Signature by Levi Strauss & Co. branded products primarily through mass channel...
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...“The Mission of Levi Strauss & Co. is to sustain responsible commercial success as a global marketing company of branded apparel.” (“Mission Statement”). Levi’s main goal is to be a long-lasting company, as it’s written in their mission statement. The company has been around for quite some time; almost everyone can recognize the name Levi’s. But when someone purchases a pair of Levi’s jeans, they probably don’t think about what goes on behind-the-scenes, or how the jeans were actually made. The following paragraphs will cover Levi’s raw materials, modes of transportation, marketing strategy, and their operations. Jeans were invented shortly after the California Gold rush. Levis Strauss then began making miners’ denim work pants with copper rivets. The denim pant had already existed for a while at the time, but Mr. Strauss’ addition of the metal rivets at pocket corners and other points of strain made regular denim pants a “Levi”. In the year 1873, Levi Strauss and his business partner Jacob Davis received a patent for what would soon become the most popular denim brand ever made. (“Levi Strauss”). Because Levi’s is a well-known, international brand, it has suppliers all over the world. There are many different routes through which a pair of Levi’s jeans can be made, throughout the Americas, Europe, Asia, the Middle East, and Africa. One of the many routes taken in the production of a pair of Levi jeans is one located right here in the United States, operating from the...
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... I am also thankful to Dr. M.K. Sharma for their keen interest, constructive criticism, persistent encouragement and untiring guidance throughout the development of the report. It has been my great privilege to work under his inspiring and provoking guidance. CONTENTS 1. Company Description 2. Business Mission 3. Marketing objective 4. Situation Analysis * Industry analysis * Competitors * Customer profile * Technology * SWOT analysis 5. Marketing Strategy * Target market strategy * Marketing mix 6. Implementation , Evaluation, and Control * Marketing research * Organizational structure and plan * Financial projection * Implementation timetable * Summary endnotes * References COMPANY DESCRIPTION | | | Founded | 1853 (1853) | Founder(s) | Levi Strauss | Headquarters | San Francisco, California, U.S. | Area served | Worldwide | | | Industry | Clothing | | | | | | | | | Levi Strauss & Company was established in the 1850s in San Francisco, California, to sell the finest domestic and foreign...
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...Levi Strauss & Co. An Analysis EEP 142 Group Project Young Lee James Moon Michael Lin Problem •The Levi Strauss company is experiencing losses and is continuing to under-perform in the denim jean market. •The firm faces the general problem of a dominant firm losing market share when more firms enter the market. Problem Background Successes Competition Solutions Responsibility Conclusion Q&A Background - History •The company was founded by Levi Strauss in 1853 primarily selling wholesale dry goods. The company was founded in San Francisco, California. •A tailor named Jacob Davis thought of an idea to use copper rivets to reinforce the points of strain on pants. •Davis and Strauss purchased the patent of the idea of using copper rivets in clothing on May 20, 1873. Problem Background Successes Competition Solutions Responsibility Conclusion Q&A Background - Company Growth •The innovation of the rivets in the jeans differentiated Levi’s jeans from others because of its increased durability. •Over the years, Levi’s jeans have become more popular, initially due to its durability. Jean products expanded, targeting different consumers. •Levi Strauss & Co. eventually captures most of the denim jean market, becomes the largest manufacturer of jeans, and profits reach $1 billion by 1974. Problem Background Successes Competition Solutions Responsibility Conclusion Q&A Background - Time Line •1853: Levi Strauss begins selling dry goods in San Francisco....
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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...
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...LEVI STRAUSS JAPAN K.K. CASE REPORT TIME CONTEXT : May 1993 POINT OF VIEW : Mr. A. John Chappell President and Representative Director MAIN PROBLEM: Levi Strauss Japan K.K. is faced with the dilemma of shrinkage of jeans market. It appeared that after two years of shrinkage (1990, 1991) the market contracted further in 1992. SECONDARY PROBLEMS: 1. Part of the shrinkage of the market can be attributed to the very selective way of choosing retail outlet and sales agents of Levi Strauss Japan K.K. 2. Another cause of market shrinkage is due to the specialization of competitors mainly on women’s jean that brought the industry to a stiff competition. 3. In the side of Japan government, another factor detrimental to the company’s market size is its imposed policy like lowering birth rate and demographic shift to older population which Levi Strauss needs to cope. COMPANY OBJECTIVES: To increase market share of Levi Strauss Japan K.K. from 16% to 20% by the year 1995 and continuously produce quality products that never goes out of style. AREAS OF CONSIDERATION: SWOT ANALYSIS: STRENGTHS 1. Levi Strauss Japan K.K. has an established name in the jeans industry since it had been in operations last 1971. It has been known with its quality product that never goes out of style. 2. LSJ employed a similar strategy to Levi Strauss in the US emphasizing heavy advertising spending. Since 1976, LSJ spent...
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...Environmental Scan The internal and external environments of Levi Strauss and Apple computer describes how each company changed company focus by structuring the position of demographics to gain access to marketing trends and dealings with government regulations. Each company has proven capabilities for the organization’s success and taken responsible infrastructure for employee benefits and rights. Each company has considered goals that aid in the continual structuring for the future regardless of how often changes occur. Each company business strategy is designed to specifically affect the operations for the company success. Measurement guidelines are how the two companies use tools to create effective strategy. Environmental scanning The internal and external environments of Apple were the attempt to ration the effects of the company’s products on the environment. The company has coordinated projects in areas of the environment, supplier responsibility, recycling, and facilities. The measurement tool used to establish these types of results is life cycle analysis which looks at greenhouse gas emissions (Apple.com Site Map, 2012). Apple is committed to establishing standards of social responsibility on a worldwide scale. The concern for suppliers working conditions attracts attentions of social awareness. These types of activities are attractive to public interest and bring attention to a company like Apple computer. Levi Strauss and company is a privately owned company, but the company...
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... | |Aspiration Statement |18 | |Situation Analysis |19 | |Competitive Analysis |20 | |Current Market Need |22 | |SWOT Analysis |23 | |4 P’S of Levi Strauss |26...
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...Brand Building your name Class date Instructor name Brand Building Part 1: Branding and Brand Positioning Since high school denim favored the Levi & Strauss blue jeans. The 45 year old male customer with two children who is working in corporate sales for competitor in the cellular industry. Regarding brand preference, the 45 year old customer responded that he wants to try popular brand because many people speaks high about it. Customers' can be loyal only if they believe that the product has some quallity compare to competing brands. The Levi Strauss provides comfort and perfect fit jeans. Levi company starts to produce a new product like denim jackets, that consumer was very much eager to try it on because of thier other good quality products. He believes that the jackets would be the same quality like its other products. Consumers' like about this brand is that with washing it becomes softer and softer than before. Though the consumer has purchased other brands, the Levi Strauss brand represents a value that is hard to find in competing products. One perspective on brand equity, known as the information economics perspective argues "that a brand name acts as credible signal of product quality derived from perceived firm costs or investments" (Anderson, 2007). In other words, the consumer has come to associate the brand with a recognized level of quality. In the case of the consumer interviewed, the perceived quality is in the fit and comfort...
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...countries, in other countries this message could be lost or misinterpreted, therefore advertising strategies have to change. While local demand and price elasticity decisions should play an important role in Brazil, pricing should not be left solely to the discretion of the local managers. Since this is a global business, your firm will likely be competing in Brazil with some of the same competitors as elsewhere. 2) I do agree with this statement, more global consumer markets are likely emerge, but in the other hand there will continue to be national distinctions for many products. 3) In my opinion the firm should sell to either wholesalers or import agents, because the retail system in India is very fragmented and it would be very expensive for the firm to make contact with each individual retailer and therefore this would be less expensive. 4) This statement is not correct, when a firm is pricing lower in a foreign country than it is in its domestic market, it can be difficult to distinguish dumping from price discrimination unless it is clear that the firm is selling at below cost in the foreign market. 5) This is a lack of cooperation between the various groups, which results in decreased revenue, unsatisfied customers, and low quality products. The firm needs to establish cross-functional coordination and integration between the three cores functions, R&D, marketing, and production, involve in the development of new products so that the product development...
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...is often used in order to diminish the risks of introducing a new product. Choosing a right strategy when expanding a product category is primordial for a company. Introducing a new product carries many risks and costs: it is costly because the development of a new product always entails many expenses, such as marketing, and it is dangerous because it is very hard to predict consumer reaction to a new product, especially under a new brand name. By going ahead with a brand extension a company can partially solve these two issues, by launching the new product under an existing brand name will reduce marketing and distribution costs and might attract consumers towards the good as they will go for a “known” brand. Levi-Strauss although being one of the world’s most known maker and distributor of denim and casual wear should consider a brand extension of larger clothes that target the growing plus size customer segment in the United States. This segment is a growing market, and many stores with incredible brand equity are not taking advantage of this growing segment. In fact, this segment has grown to 34 percent of the population, both male and female of all ages, and continues to grow dramatically every year. Also, this segment is a $27 billion dollar opportunity, and also appears to be increasing every year. Therefore, by this action of not manufacturing larger size clothing Levi-Strauss are not only limiting their customer base and profits but also alienating those who cannot wear...
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...entirely inappropriate in another group of countries. However Levis has being able to success turns on its ability to create a global strategy that does not strangle in local initiative. It is a delicate balancing act, one that often means giving foreign managers the freedom needed to adjust their tactics to meet the changing tastes of their home markets. Levi always tries to minimize the degree to which culture prevents them from producing standardized promotional campaigns. This is because of the benefits of economies of scale and the higher quality that can be obtained for a single advert than for a multiplicity of local adverts. International Marketing Management Levis Strauss & Co. University College Dublin 3 Culture can also be a barrier in relation to the suitability of the product in particular local markets. Countries differ in their tastes and fashions may create the need for adaptation. For example, in Islamic countries females are discouraged from wearing tight fitting dress. Likewise, Japanese consumers prefer tighter fitting jeans than the American counterparts. It is therefore evident that fit, design and style of jeans need to be adapted to meet the requirements of the local buyers. The appropriate colors to use both in the product and the promotional materials also have cultural dimensions. For example, the white color is associated with death in China but black is the color of death in Europe. Levi Strauss when setting up its own direct sales force found that the...
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...Introduction/Key Issues This executive summary will provide insight into Levi Strauss Japan K.K.’s (LSJ) current market strategy as it stands in 1993 and provide recommendations to improve their marketing strategy based on the environmental threats LSJ faces. LSJ experienced a reduction in demand of their jeans in the Japanese market between 1990 and 1992 (David, et al). The reduction can be associated with LSJ’s discriminating process of selecting both retailers as well as the low ratio of sales agents. Another factor inhibiting LSJ’s market growth is due to Japan’s lower birth rate, resulting in a shift of the demographics to an older population as well as Japanese students requirement to wear uniforms, resulting in fewer days to wear jeans (David, et al). The Japanese fashion market focus is based primarily on trends and views jeans as a fashion statement, not as an everyday component of their wardrobe. In comparison to the United States, the Japanese market differs completely in their view of functionality of jeans – jeans are part of the Americans basic everyday wear, however Japan views jeans as a high-end fashion statement. Recommendations In order to increase LSJ’s market share is to utilize the available channels of distribution LSJ has access. LSJ needs to regain its prominence as a high quality jeans manufacturer to different market segments, LSJ needs to diversity its product line in the jean market and attract additional market segments. In order to combat...
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