A STUDY ON

MARKETING STRATAGIES OF LEVI'S

Dissertation Submitted to the
JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL
In partial fulfillment of the requirements for the award of the Degree of
BACHELORS IN BUSINESS ADMINISTRATION
Submitted by:
(ARVIND KUMAR YADAV)
(Roll No.4092140715)

Research Guide:
Ms. DIVYA GUPTA
Department of Business Management
JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL
VASANT KUNJ

DECLARATION

I hereby declare that the dissertation Marketing Strategies of LEVI'S submitted for
the BBA Degree at Jagannanath International management School,VasantKunj
Department of Business Management is my original work and the dissertation has not
formed the basis for the award of any degree, associate ship, fellowship or any other
similar titles.

ACKNOWLEDGEMENTS

In the first place, I thank the Jagannanth International Management School, VasantKunj, Department of
Business Management for giving me an opportunity to work on this project. I would also like to thank
Ms. Divya Gupta, Lecturer, Department of Business Management, for having given me his valuable
guidance for the project. Without his help it would have been impossible for me to complete the project.
I would be failing in my duty if I do not acknowledge with a deep sense of gratitude the sacrifices made
by my parents and thus have helped me in completing the project work successfully.

TABLE OF CONTENTS

CHAPTER NO.

Title

1
2.1
2.2

Page No

INTRODUCTION
OVERVIEW OF INDUSTRY AS WHOLE
PROFILE OF THE ORGANIZATION

2.3
PROBLEMS OF THE ORGANIZATIONS
2.4
2.5

COMPETITIONS INFORMATION
S.W.O.T ANALYSIS OF THE ORGANIZATION
CONCEPTUAL DISCUSSION

2
3
3.1
3.2
3.3
3.4
3.5

3.6

Research Methodology
Title
Title justification
Objective of Study
Research Methodology
Data Collection
Primary Data
Secondary Data
LIMITATION OF STUDY

ANALYSIS

Finding/ Observations

Conclusion
Bibliography

Levis
Chapter-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 and
casual pants markets. Today, the Levi's trademark is one of the most recognized in the world and is
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. With 2007 net sales of $4.1 billion, the company is committed to building upon strong
heritage and brand equity as they position the company for future growth.. Levi Strauss started the
business at the 90 Sacramento Street address in San Francisco. He next moved the location to 62
Sacramento Street then 63 & 65 Sacramento Street.
Jacob Davis, a Latvian Jewish immigrant, was a Reno, Nevada [6] tailor who frequently purchased
bolts of cloth made from denim from Levi Strauss & Co.'s wholesale house. After one of Davis'
customers kept purchasing cloth to reinforce torn pants, he had an idea to use copper rivets to reinforce
the points of strain, such as on the pocket corners and at the base of the button fly. Davis did not have
the required money to purchase a patent, so he wrote to Strauss suggesting that they go into business
together. After Levi accepted Jacob's offer, on May 20, 1873, the two men received U.S. Patent 139,121
from the United States Patent and Trademark Office. The patented rivet was later incorporated into the
company's jean design and advertisements. Contrary to an advertising campaign suggesting that Levi
Strauss sold his first jeans to gold miners during the California Gold Rush (which peaked in 1849), the
manufacturing of denim overalls only began in the 1870s. The company then created their first pair of
Levis 501 Jeans in the 1890s, a style that went on to become the world's best selling item of clothing.

2.1 overview of industry as whole

Levi Strauss & Co. /liva stras/ is a privately owned American clothing company known
worldwide for its Levi's /livaz/ brand of denim jeans. It was founded in 1853 when Levi
Strauss came from Buttenheim, Bavaria, to San Francisco, California to open a west coast branch of his
brothers' New York dry goods business. The company's corporate headquarters is located in the Levi's
Plaza in San Francisco. Levi Strauss & Co. is a worldwide corporation organized into three geographic
divisions: Levi Strauss Americas (LSA), headquartered in San Francisco; Levi Strauss Europe (LSE),
based in Brussels; and Levi Strauss Asia Pacific, Middle East and Africa (LSAMA), based
in Singapore. The company employs a staff of approximately 16,000 people worldwide.
Levi Strauss started the business at the 90 Sacramento Street address in San Francisco. He next moved
the location to 62 Sacramento Street then 63 & 65 Sacramento Street.[citation needed] Jacob Davis,
a Latvian Jewish immigrant, was a Reno, Nevada [5]tailor who frequently purchased bolts of cloth made
from denim from Levi Strauss & Co.'s wholesale house. After one of Davis' customers kept purchasing

cloth to reinforce torn pants, he had an idea to use copper rivets to reinforce the points of strain, such as
on the pocket corners and at the base of the button fly.[6] Davis did not have the required money to
purchase a patent, so he wrote to Strauss suggesting that they go into business together. After Levi
accepted Jacob's offer, on May 20, 1873, the two men received U.S. Patent 139,121 from the United
States Patent and Trademark Office. The patented rivet was later incorporated into the company's jean
design and advertisements. Contrary to an advertising campaign suggesting that Levi Strauss sold his
first jeans to gold miners during the California Gold Rush (which peaked in 1849), the manufacturing
of denim overalls only began in the 1870s. The company created their first pair of Levis 501 Jeans in
the 1890s, a style that went on to become the world's best-selling item of clothing
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, Peter Haas Sr., Paul Glasco and
George P. Simpkins Sr., 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 acquired by Levi's. The acquisition lead to the introduction of the
modern "stone washing" technique, still in use by Levi Strauss. Simpkins is credited with the
company's record-paced expansion of its manufacturing capacity from 16 plants to more than 63 plants
in the United States from 1964 to 1974 and 23 overseas. Levi's' expansion under Simpkins was
accomplished without a single unionized employee as a result of Levi's' and the Haas family's strong
stance on human rights and Simpkins' use of "pay for performance" manufacturing from the sewing
machine operator level up. As a result, Levi's' plants were perhaps the highest performing, best
organized and cleanest textile facilities of their time.
The Dockers brand, launched in 1986 and 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 1996 and led by CEO Jorge Bardina. Levi Strauss attempted to sell the Dockers division in
2004 to relieve part of the company's $2.6 billion outstanding debt.

2.2 Profile of the Organization

A Private Company
In 1985, as Levi Strauss & Co. continued to restructure and cut back, the company was taken private in
a leveraged buy out for $1.45 billion by the Haas family, descendants of its founders and long-time
company leaders. Several other officers and directors also were members of the buy out group, Levi
Strauss Associates Inc. The following year the company introduced a successful upscale men's pants
line, Dockers, and, with increasing demand around the world for U.S. jeans, and with the addition of
innovative finishes, such as bleaching or stone-washing, 1990 sales reached $4 billion.
Dockers was one of the most successful brand launches in the history of the American apparel industry.
The cotton pants appealed to older customers, whose expanding waistlines didn't fit into traditional
jeans any more. Sales of Dockers alone came to $1 billion by 1994, and Dockers represented almost 30
percent of Levi's domestic sales. However, this was only one part of the success of the newly private
company. CEO Haas, along with Thomas Tusher, head of Levi's foreign operations, transformed the
company's overseas markets. In the 1980s, Levi's had diversified its product in Europe into dozens of
unrelated lines. Foreign operations accounted for only 23 percent of sales in 1984. Tusher and Haas
moved to concentrate foreign sales on the classic 501 jeans, and positioned the pants as a high-priced,
prestige product. The company began selling its jeans at posh boutiques in Europe and Japan, at prices
more than double the U.S. price. By 1992, foreign sales represented close to 40 percent of the
company's revenues, and over 50 percent of profits.

Levi Strauss also tried to upgrade the image of its pants in the U.S., with great success. Levi Strauss
spent $230 million on advertising in 1992, in a campaign to add glamour to its old stand-by. Levi's
jeans, which were being sold at lower-end department stores like J.C. Penney and Sears, Roebuck
began to appear in Macy's, with a considerably higher price tag. The company also began to open its
own stand-alone jeans boutiques. The flagship store in Manhattan opened across the street
from Bloomingdale'sin 1993. Standard 501 jeans there cost $47. Macy's charged $42, and J.C. Penney
$29.99. Of course in Europe, the price could be over $80. The same pair of pants retailed at these
drastically different prices depending on where it was bought. Not surprisingly under these
circumstances, the company's profits soared. Earnings were $155 million on the average in the 1980s.
By 1990, earnings stood at $251, and the next year increased to $361. The next two years each added a
hundred million also, until by 1995 the company earned over $700 million.
By 1996, Levi Strauss was virtually free of debt, and the company announced it would undertake a
second leveraged buy out later in the year, to concentrate its stock in fewer hands. The company made
plans to spend $90 million to open stand-alone Levi's stores, Dockers stores, and discount stores for
both brands in the United States. Levi Strauss continued to expand its foreign markets, moving into
Eastern Europe and expanding sales in India, for example. The company believed that the American
market would continue to grow as well. The trend toward casual dress by office workers seemed to be
increasing & mdashcording to one study, 90 percent of U.S. office workers were allowed to wear casual
clothes to work on Friday by the mid-1990s. As jeans became more accepted in the white-collar world,
the market for Levi's was expected to widen.

levi Product

Water Less
Our lifecycle studies illustrate how essential water is to our business. Were extremely dependent on it:
every step of the process to create a garment requires water, from the cotton fields to manufacturing
facilities.
In an era of increasing water scarcity, we recognize that water is an essential raw material for
agriculture and many industries besides apparel. We must decouple the growth of our business and our
water needs if we want to continue leading into the future.

The Water<Less process approaches the decisions made in the design process in a different way,
reducing the amount of water used in the finishing process. Its not rocket science, but it is innovative.
For instance, by simply removing water from stone washes or combining multiple wet cycle processes,
we can significantly reduce water usage up to 96 percent for some styles. At the same time, we still
deliver the same great look and feel that you know and love.
Since launching the Water<Less process in 2011, we have saved more than 1 billion liters of water in
the manufacturing of LS&Co. products, including 30 million liters of fresh water saved through reuse
and recycling. By 2020, the Levis brand aims to make 80 percent of its products using Water<Less
techniques, up from nearly 25 percent today.

STA-PREST PERMANENT. SHARP. CREASE.

In 1964, Levi Strauss & Co. patented the Sta-Prest process at our plant in Knoxville,
Tennessee giving a permanent, sharp front crease to fine trousers and shirts. Engineered
with a resin-coated twill/polyester blend to prevent wrinkling, Sta-Prest was reintroduced in
spring 2012.

Levis WasteLess Collection

Water is just one example of the resource constraints we are facing across the planet.
Looking into the future, theres no guarantee that there will enough land available to
meet global demand for cotton, the main input for our apparel.
So to be a successful company in a world that is increasingly resource-constrained, we
need to continue down the road toward achieving closed-loop apparel while
incorporating other alternatives to virgin raw materials.
This is why we launched the Levis Waste<Less collection of products that are made
of 20 percent post-consumer waste- specifically, recycled plastic bottles. That works out
to an average of three to eight plastic bottles per pair.
To date (since the collection launched in Spring 2013), weve used 11.9 million recycled
bottles for products such as Levis 511 Skinny jeans, LevisTrucker jackets and the
womens Levis Boyfriend Skinny jeans.

LEVIS WELLTHREAD COLLECTION

Recognizing that true innovation is best achieved by
rethinking the entire apparel making process, we are
breaking down the silos of design, sourcing and
production to develop more sustainable practices. Our
collaborative approach to sustainable design has
produced a number of important breakthroughs for our
enduring brands.
Our latest Levis Wellthread Collection represents

fundamental reinvention of the design process to

incorporate sustainability into every stage of the
development process. The end results are durable
products with timeless, enduring style that are more
responsible for both the people who wear them and the planet.
The Levis Wellthread Collection is the first ever to feature Levis Water<Less fabric, which
saves more than 65 percent of the water in the dye process than conventional dyeing. For this
collection, Water<Less finishes use up to 50 percent less water than traditional finishing.
Also integral to the Wellthread approach is the creation of products from a single fiber-cotton. Made of
100% cotton, the fabric, thread, pocketing, and labels are all designed for recyclability, with a future
state of closed loop recycling in mind.
The collection is produced in factories where were implementing a new approach to improving the
lives of apparel workers. From Haiti to Sri Lanka, Levis Wellthread garments were made at
facilities that invest in the well-being of the people who crafted the garments. Examples include
programs that help promote financial literacy and womens health and family wellness.

2.3 Problems of the Organization

Previously, Levi's jeans were most popular with older generations because of their traditional styled
jeans; however, the industry trend favors more premium jeans targeting a younger market. Although
Levi's is trying to target these younger consumers, their overall image is still considered dated by this
new potential target market. In essence, Levi's is having a problem separating their old brand image
from their new, more contemporary one. By doing research, Levi's will gain a better understanding of
how to target this demographic by researching college age students. Research is needed because there is
insufficient information available on college students' attitudes towards premium jeans. By making a
decision based on judgment alone, Levi's runs the risk of not effectively attracting college students.
Because the college student demographic is part of the Millennial generation, which is expected to
become the largest age group by 2012, the potential benefits gained by going after these consumers
could have lasting significance for Levi's. The $10 million budget for Levis advertising campaign
would be at risk if there was no research conducted to support an advertising decision. Research will
need to find out what college students desire in jeans and their attitudes towards Levi's and its
competitors. We will also identify the types of people they expect to wear Levis and competing jeans
brands, in which situations they wear jeans, their digital media usage patterns, and the type of
spokesperson that would best appeal to them.
DELIVERY PROBLEMS
If you are not available to receive your delivery, the carrier will leave a contact card at your address
saying when they will attempt to re-deliver the package. If on the third attempt at delivery you are not
in to receive the parcel, it will be returned to the carrier depot. You will need to contact UPS at
1.800.742.5877 to make arrangements for the collection. If you dont collect it or arrange re-delivery,
the parcel will be sent back to Levi's e Shop Returns Department.

2.4 Competitions Information

Overview of Competition

Levi's jeans have many direct competitors; however, the main competitors are Wrangler, The
Gap and Faded Glory. These brands have the highest percentage of purchases among jeans buyers
(Jeans Mar. 2008). Indirect competitors include any company that sells other types of trousers such as

khakis, slacks and corduroys, as well as shorts, dresses, skirts, etc. Because all these types of clothing
serve the same purpose and basically have the same attributes besides materials and brand name,
differences between the direct and indirect competitors of Levi's can be found through the product
positioning and personality. Jeans are no longer seen as exclusively casual but can also be worn for
more formal settings therefore making khakis, slacks, skirts and dresses indirect competition.
Levi Strauss & Co. was threatened by competition, because barriers of entry were relatively low
in the jean market. (excluding the of entry were relatively low in the jean market. (excluding the patent)
patent)
Some of Levi Some of Levis competitors include: s competitors include:
Calvin Klein
Gap Jeans
Denim Jeans
Stone age
Tommy Hilfiger
The entrance of new competitors had many effects on Levis.
Levis no longer has monopoly power so now they have to set more competitive prices due to
that lower profits they gain.
Availability of substitutes firm faces increase in elasticity of demand
The prices of competitors products are lower so consumers prefer other brands. So when their
consumers purchase products from the competitors its minimizes its market share.
Competitors successfully were able to take from Levis market due to heavy advertising and
branding. . Branding was especially effective for companies like Calvin Klein that targeted
high-end consumers.
Some of the marketing strategies that competitors like Calvin Klein used to differentiate their
product and brand included:

 Celebrity endorsements (Calvin Klein and Brooke Shields)

Up Up-to to-date European product designs (low rise, tighter)
Advertise jeans as designer.
These advertisements were used as a barrier to entry, because of spurious product
differentiation. Although Levis jeans may physically the same as its competitors, consumer
preferences are affected by brand name.

Levi Strauss Signature:

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.

Other Products offerings

SHIRTS
COTTON PANTS
ACCESSORIES
BELTS
SUNGLASSES
WALLETS
LADYS BAGS
JACKETS
SHOES

Features Analysis of Levis with its

competitors:
Sr

Important

Prospect

to Levis

CK

Gap

Stone Age T H

Quality

Price

Style

++

Availability

--

Prestige

++

2.5 S.W.O.T Analysis of the Organization

SWOT Analysis:
A SWOT analysis (alternatively SWOT matrix) is a structured planning method used to evaluate the
strengths, weaknesses, opportunities, and threats involved in a project or in a business venture. A
SWOT analysis can be carried out for a product, place, industry or person. It involves specifying the
objective of the business venture or project and identifying the internal and external factors that are
favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who
led a convention at the Stanford Research Institute (now SRI International) in the 1960s and 1970s
using data from Fortune 500 companies.[1][2] The degree to which the internal environment of the firm
matches with the external environment is expressed by the concept of strategic fit.
Setting the objective should be done after the SWOT analysis has been performed. This would allow
achievable goals or objectives to be set for the organization.
Strengths: characteristics of the business or project that give it an advantage over others.

 Weaknesses: characteristics that place the business or project at a disadvantage relative to

others
Opportunities: elements that the project could exploit to its advantage
Threats: elements in the environment that could cause trouble for the business or project
Identification of SWOTs is important because they can inform later steps in planning to achieve the
objective.
First, the decision makers should consider whether the objective is attainable, given the SWOTs. If the
objective is not attainable a different objective must be selected and the process repeated.
Users of SWOT analysis need to ask and answer questions that generate meaningful information for
each category (strengths, weaknesses, opportunities, and threats) to make the analysis useful and find
their competitive advantage.
SWOT Analysis for Levis
Bases on the Levis Strauss unique resources and capabilities as to be the first mover in the industry and
one of the ten top US recognized brand name has continue developing new products (as the Jacket with
MP3) and looking after new markets this will allow to adapt to the fast consumers taste changes and to
move away from the saturation of the jeans market.
Strengths:
History
Pioneer in Jeans
Levis enjoys high brand equity. People all around the world recognize the brand name.
Levis products are unique and innovative in the style.
A lot of variety is offered by Levis ranging from sunglasses to skirts and shirts.
Diversity

 The products are renowned and are considered as the most durable i.e. the long lasting
products.
Levis follows a high standard of quality.
Expertise in jeans industry
Finance and access to international markets
Its highly expertise and intelligent management
Distribution channels and Global sourcing
Weaknesses:
Levis products are considered as very expensive. Therefore a large percentage of
people are reluctant to buy the products.
As no discounts are present and products are sold at fixed prices many customers are
lost.
Levis does not provide any services like free delivery etc
Lack of control on distribution decisions ( Retailers pressure to stop selling on web)
Opportunities:
Levis can do more well in the women section. This section is give less importance as
compared to the men section.
The kids section, which has been started from few years, should also be given proper
attention to gain customers.
Sales promotion can be increased by increasing the advertisements expenses so as to
enjoy a large number of customers.
Low manufacturing and production cost in various international markets like Pakistan
and Bangladesh.
Threats:

 Saturation of jeans market.

Local competitors in expanded markets
The threats that Levis faces are the competitors. Although it does not have any competitor in
Pakistan but it does have some competitors at the global level.
Fast change in the consumer taste.
Economic downfall in many countries like Pakistan.

Chapter-2
Conceptual Discussion
Since the invention of blue jeans in 1873, Levis has prided itself on providing their consumers

with unparalleled quality in jeans resulting in a longstanding traditional image. Team Secta has
identified the importance of Levis rich history and traditional image, but recognizes the need to adapt it
to a more contemporary society.
Team Secta conducted secondary research, qualitative research and quantitative research to gain
a greater understanding of the 18-24 year old target market in Gainesville, Florida. By relying on
judgment alone to make advertising decisions, Levis runs the risk of not effectively targeting this
market and inadequately spending its $10 million advertising budget. The research will find out what
college students desire in jeans, their attitudes toward Levis and competitors, and the types of people
they expect to wear Levis and competing jeans brands. Through research we will also identify in which
situations they wear jeans, their digital media usage patterns, and the type of spokesperson that would
best appeal to them.
Overall, the goal of the research was to uncover data to answer these informational needs in
order to determine the most effective way to communicate with 18-24 year old college students. The
objectives of secondary research were to determine Levis current position in the jeans industry and
potential opportunities for their brand. Team Secta conducted a company analysis, competitive analysis
and consumer analysis as well as identifying macro environmental trends that were relevant to the

industry. Objectives of the qualitative research were to gain an understanding of the targets perceptions
of Levis brand image in comparison to what they desire in jeans. We conducted a focus group to gain
in-depth information from recruited participants on their motivations and attitudes toward jean
shopping and different jean brands. After administering the focus group and analyzing the data, we
determined seven themes that summarized participants attitudes and behaviors including: the desire for
fit, the desire for versatility, negative feelings towards shopping for jeans, opportunistic purchasing
habits, peer influence, Levis being traditional, and attitudes toward the Go Forth campaign. Next, we
conducted quantitative research based on these themes in order to refine and support the findings from
the qualitative research. We created a Web survey with 34 questions relating to the concepts of interest
based on the four meta-themes from the focus group which were: ideal jeans, purchase environment,
Levis image and peer influence. We recruited participants to respond to the survey, and then analyzed
the data.
After analyzing the aforementioned research, we present and recommend the following findings
to Levis: The participants view fit as the most important factor when purchasing jeans. This is a key
finding and driving factor in the purchasing decision and should be the focus of Levis advertising
message. Even though consumers have differing definitions regarding the perfect fit, Levis should
emphasize that customers can find their perfect fit due to the wide variety of cuts and styles that are
offered by Levis. Advertising should also incorporate the traditional brand image, which participants
view positively, but relate this to a more contemporary setting. A spokesperson for Levis should be
relatable because participants are more influenced by friends and people similar to themselves than by
celebrities. Advertising needs to be placed in digital media such as Facebook and Twitter in order to
complement traditional advertising in other mediums. By utilizing these recommendations, Levis will
be able to position itself as a genuine, relatable and iconic brand that offers the perfect fitting pair of
jeans that appeal to the consumers individualized style.

Situation Analysis
Industry Analysis

The apparel industry is comprised of clothing, accessories and shoes. It can be segmented into menswear,
womenswear and childrenswear. In the United States there are about 10,000 companies that combine to have a
total annual revenue of $20 billion (Apparel Manufacture Jan. 2010). Of the womenswear segment, clothing
held 68.4% market share in 2008 (Womenswear in the United States: Industry Profile Sept. 2009). Clothing in

menswear held 53.8% market share (Menswear in the United States: Industry Profile Sept. 2009). From 2002
to 2007 the jeans market grew 28%; growth is expected to be 18% from 2007 to 2012, just a little faster than
inflation (Jeans Mar. 2008). The same report believes that the growth in 2002 to 2007 was above trend while
the growth expected between 2007 and 2012 is more normal. Premium denim sales rose 24% for women and
45% for men. Sales in 2007 for the jeans market was $16.7 billion, while the projected sales for 2012 is $19.7
billion (Jeans Mar. 2008).
Key players in the jeans market include Levi Strauss & Company, VF Corporation, The Gap, Tommy
Hilfiger Corporation, Liz Claiborne, Inc. and Polo Ralph Lauren Corporation. Levi Strauss led this market in
2007 with a 26.4% market share; The Gap came in second with 23.9 percent (Jeans Mar. 2008). In the apparel
industry key players include Levi Strauss & Company, Benneton Group, Hugo Boss, The Gap and H&M.
Brand Analysis

Levis jeans are the original authentic jeans brand. Introduced in 1873 Levis are the most
prosperous, highly recognized and imitated clothing brand in history. Levis jeans have been an iconic
staple in the lives of many Americans, invented the jeans category and continue to define the market.
Brand Attributes and Functions
Levis jeans are known for their high quality and long-lasting products. One of the distinctive
characteristics of Levis is they are made of a stain resistant material (Levi Strauss & Co. Overview
Mar. 2009). Another specific attribute is Levis Eco brand jeans, which are made of all recycled
materials. In 1873 Levi Strauss and Jacob Davis received a patent on the copper rivets that Levis still
uses to make the jeans durable and long lasting (Levi Strauss & Co. 2009). Their 501 Series jeans are
the best selling and most popular type of jeans that Levis makes. The jeans can be worn in almost
every day-to-day situation. They are great work pants that provide the protection needed in tough
situations, but they are also stylish enough to wear in social situations. There are 117 different types of
mens jeans and 123 womens jeans targeted towards people of all ages (Levi Strauss & Co.
Overview Mar. 2009).
Positioning and Brand Personality
Levis strives to provide the world's casual workday wardrobe. The brand is synonymous with
quality. It is the brand of originality, individuality and nonconformity. There are four core values at the
heart of Levis: empathy, originality, integrity and courage. The core values are the source of Levis
success (Levi Strauss & Co. 2009).

Levis website states, People love our clothes and trust our company. We will market and
distribute the most appealing and widely worn apparel brands. Our products define quality, style and
function. We will clothe the world (Levi Strauss & Co. 2009).
However, Levis did not change their positioning towards premium jeans when the rest of their
competitors did. Now they are trying to rectify that with their new campaign.

Cost and Margins

Levi Strauss & Companys net revenues have decreased six percent in the last quarter and net
income has decreased 41 percent (Colbert 2009). The companys reported results reflected the
challenging global economy and the adverse effect of currency exchange rates compared to the prior
year. Levis reported a liquidity position of approximately $386 million of cash, cash equivalents and
availability under its credit facility. The companys cash position reflected operating cash flows of $15
million in the quarter (Colbert 2009). Gross profit in the third quarter decreased to $494 million
compared to $532 million for the same period in 2008. Operating income for the third quarter decreased
to $98 million compared to $144 million for the same period of 2008, largely due to continued costs of
retail expansion and unfavorable currency impact (Colbert 2009).
Price
Levis jeans vary widely in price from around $20 to over a hundred dollars. The classic mens
501 Series jeans are $60 and the female counterparts are between $50 and $80 (Levi Strauss & Co.
2009).
Distribution
Levi Strauss & Company is a worldwide corporation organized into three geographic divisions:
Levi Strauss Americas (LSA), Levi Strauss Europe, Middle East and North Africa (LSEMA) and Asia
Pacific Division (APD) (Levi Strauss & Co. 2009).
Levi's jeans are sold in numerous different outlets. They are sold in department stores, such as
JC Penney and Macys, specialty and flagship stores and discount retailers, such as Target.
Promotions Used Current and Past
In 1984 Levis introduced their 501 Blues Campaign, which emphasized famous blues
singers. Then in 1988 the amusing and clever Is your fly buttoned? ads came out. These ads focused
on the button-fly jeans, and featured real people. In the 1990s Levis advertised their loose-fitting

jeans by depicting glamorous bodies in mid-air showing the benefits of the loose-fitting jeans
(Stevenson Oct. 2009).
The Levis ads running now are the Go forth ads from the Wieden + Kennedy advertising
firm. A neon sign that says America is half-submerged in floodwater. Walt Whitman recites his poem
America in the background. We see fireworks, children playing in run-down neighborhoods, an
embattled business executive surrounded by an angry mob and young people frolicking in blue jeans.
Two people hold a banner reading Go Forth as they run (Stevenson Oct. 2009). The strategy behind
the campaign is to inspire the target to uphold a pioneering spirit and to move the brand forward into
the future without forgetting their prominence from the past. Because the Go Forth ads are aimed at
people under 30 who are sensitive about being manipulated, it is unsure whether the ads will resonate
with the target market (Garfield July 2009).
Media Spent
Levi Strauss spent $1.387 billion on advertising in 2006 and $1.39 billion in 2007 in the United States.
This is the third highest amount of money spent on advertising following VF Corporation with $2.173 billion and
Liz Claiborne, Inc. with $1.521 (Jeans Mar. 2008).

BRANDS:
The products of Levi Strauss & Co are sold under three brands:

Levi's:

Invented in 1873, Levi's jeans are the original, authentic jeans. They are the most successful, widely recognized and
often imitated clothing products in the history of apparel. Levi's jeans have captured the attention, imagination and
loyalty of generations of diverse individuals. As the inventor of the category, the Levis brand continues to define jeans
wear with widest range of products available from quintessential classics, such as the famous Levi's501 Original
jean to favorite 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 for

men's

pants and the shift to casual clothing in the workplace.

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 line offers fashionable

tops,

dress and casual pants and a full range of accessories designed to fit a variety of different body types
and sizes. Today, the Dockers brand has expanded to more than 50 countries in every region of the
world with a complete assortment of stylish and innovative products including a full line of tops,
footwear, outerwear and accessories for a broad range of consumers.

VISION STATEMENT:
Meaning:A Vision Statement defines what your business will do and why it will exist tomorrow and it has
defined goals to be accomplished by a set date. A Vision Statement takes into account the current status
of the organization, and serves to point the direction of where the organization wishes to go.
Your Vision Statement is a marketing tool and a business development tool because it announces your
companys goals and purpose to your employees, suppliers, customers, vendors, and the media.
Vision Statement of Levis
When LS & Co. describe the future of Levi they are talking about a building on the foundation they
have inherited: affirming best of their Companys tradition, closing gaps that may exist between
principles and practices and updating some of their values to reflect contemporary circumstances.

Chapter-3
Research Methodology
3.1

3.2 Title justification

After completing secondary research, Team Sect conducted qualitative research to gain
consumer insights about their attitudes towards Levis jeans and competing brands, their digital media
usage patterns, in which situations they wear jeans and the factors that drive them to purchase jeans.
Qualitative research is the next logical step because our secondary research identified that Levis was
not effectively targeting the 18-24 year old college student market. We do not have any information on
why the Levis message is not resonating with the target; therefore, qualitative research will give us
insights into consumer attitudes, beliefs, and behaviors.

Conducting qualitative research at this point in our study is more beneficial than quantitative
research because of its exploratory nature. It leads to background information that our moderator will
be able to use further probe to get more in-depth information. Qualitative research will help us gain
consumer insights so that we can understand their motivations and answer our informational needs.
Through qualitative research Team Secta can observe first-hand the consumers verbal and nonverbal
reactions to our questions. The open-ended questions lead to rich, in-depth information. Responses to
these open-ended questions are descriptive rather than just statistical. Information obtained from the
qualitative research will help us to develop future research and refine our problem definitions.
Qualitative research is quicker and less costly because of the smaller the sample size of eight to 12
people.

3.3 Objective of the study

The objective of our qualitative research is to find out what college students desire in jeans and their
attitude toward Levis and its competitors. The research will help us to determine in which situations
they wear jeans, the factors that drive them to purchase new jeans, and their digital media usage
patterns. Research will correctly identify the best type of spokesperson for Levis. By analyzing these
informational needs, Team Secta can determine the most appropriate way to communicate with our
target market.
Team Secta will conduct a focus group in order to gain a stronger understanding of the target
markets perception of Levis brand image and how this compares to what they desire in jeans. The
findings from this research will allow us to identify themes that will help us make an informed
recommendation for Levis to effectively target this new segment.

3.4 Research Methodology

Research design
Research Design specifies the methods and procedures for conducting a particular study. A Research
Design is the arrangement of conditions for collection and analysis of the data in a manner that aims to
combine relevance to the research purpose with economy in procedure. Research Design is broadly

classified into three types as

Exploratory Research Design
Descriptive Research Design
Hypothesis testing Research Design
On the basis of the objective of study, the studies which are concerned with describing the character tics
of a particular individual, or of a group of individual under study comes under Descriptive Research
Design.

Descriptive Research Design: In this research design the objective of study is clearly defined and
has accurate method of measurement with a clear cut definition of population which is to be studied.
A research design is purely and simply the focus of the study in on studying the banner advertising is
conclusive in nature that guides to the collection and analysis of data. The descriptive research design
has been used in this project, because consumers feedback was necessary for obtaining the data.

Formulating the research problem

Two steps are involved in formulating the research problem:
Understanding the problem
Rephrasing the problem into meaningful terms from an analytical point of view

Sampling design

A Sample Design is a definite plan for obtaining a sample from a given population. It refers t the
technique r the procedure adopted in selecting items for the sample. The main constitution of the
sampling design is as below Sampling Unit
Sample Size
Sampling Procedure

Sampling unit
A sampling framework i.e. developed for the target population that will be sampled i.e. who is to be
surveyed
Retailers, Customers, Working people, school students, unemployed and housewives i.e.
males and females irrespective of their education level.

Sample size
It is the substantial portion of the target population that is sampled to achieve reliable results.200------respondents.

3.5 Data Collection

Data Collection: Collection of data constitutes the first step in a statistical investigation. Utmost care
must be exercised in collecting data as because they form the foundation of statistical method. If data
are faulty, the conclusion drawn can never be reliable.

Primary data
The primary data are those data, which are collected afresh and for the first time. And happen to be
original in character. The primary data to be collected for the study are-

Questionnaire .A set of questionnaire is prepared for the cause of collecting different information

related to the pre-determined objectives

Secondary data
Secondary data was obtained from journals, magazines newspapers, books and the internet.

1. Types of Data: Generally data are of two typesa) Primary Data: The data which are originally collected by an agency for the first time for any
statistical investigation are said to be primary data.
b) Secondary Data: The data which have already been collected by some agency and taken over from
there and used by any other agency for their statistical work are termed as secondary data. So in simple
if a primary data collected for a statistical investigation are used in other statistical investigation then
those data are called as secondary data.
2. Tools and Techniques of Data or Information Collection: The primary data or information can be
collected by the following meansa) Observing Behaviors of Participants: This method specifies the conditions and methods at making
observation. In this method, the information is sought by way of investigators own direct observation
without asking from the respondent. The main advantage of this method is that subjective bias is
eliminated, if observations are done accurately. It is the most commonly used method especially in
studies relating to behavioral science.
b) Questionnaire Method: Under this method, a list of questions pertaining to the survey (known as
questionnaire) is prepared and sent to the various informants by post. The questionnaire contains
questions and provides space for answer. A request is made to the informants through a covering letter
to fill up the questionnaire and sent it back within a specified time. The respondents have to answer the
questions on their own. The questionnaire can be delivered directly hand by hand, through surface post
or as an electronic questionnaire.
c) Interview Method: This involves listening to or integrating informants. The interview method of
collecting data involves presentation of oral-verbal stimuli and reply in terms of oral verbal responses.
So, under this method of collecting data, there is a face to face contact with the persons from whom the

information is to be collected. The interviewer asks them question pertaining to the survey and collects
the desired information. This method can be used through personal interview, telephone interview,
Chat, Audio Conferencing, Video Conferencing, etc. The interview can be structured, semi structured or
open interview.
d) Schedules Method: In this method of data collection, the enumerator or interviewers who are
specially appointed for the purpose along with schedules, go to the respondents, put to them the
questions from the Performa in the order the questionnaire are listed and record the replies in the space
meant for the same in the Performa. In certain situation, schedules may be handed over to respondents
and ennumerators may help them in recording their answer to various questions in the said schedules.
Ennumerator explains the aims and objectives of the investigation and also removes the difficulties
which respondents may feel in relation to understanding the implication of a particular question or a
definition or concept of difficult term. This method has the advantage over the questionnaire method in
the sense that the respondents have no scope to misunderstand any question and thereby putting
irrelevant answer.
e) Information from Correspondents: Under this method, the investigator appoints local agent or
correspondents in different places to collect information. These correspondents collect and transmit
information to the central office where the data are processed. The special advantage of this method is
that it is cheap and appropriate for extensive investigation. However, it may not always ensure accurate
results because of the personal prejudice and bias of the correspondents. Newspaper agencies generally
adopt this method.
Besides the above methods, nowadays many big companies also follow some other method for
primary data collection like warranty card, Distributor or Store Audit, Consumer Panels, Projective
Techniques, Depth Interview, Content analysis, etc.
In most of the studies the investigator finds it impracticable to collect first hand information on
all related issues and as such he/she makes use of the data collected by others. The secondary data can
be collected by way of examining historical and other records, literature and proverbs. If data available
in secondary sources are reliable, suitable and adequate then only the secondary data should be
collected.

3.6 Limitation of study

Execution Plan
TV Advertisement
Levis is very famous all over the country, people who wears jeans almost know that Levis products
are very unique and a name of quality and prestige. For the advertising campaign of Levis, a ad is also
made in order to give a live message to the audience about that the people who wears jeans should only
wear LEVIS jeans because the actual jeans only made by them . In the ad initially we have not shouted
a video ad as run in the foreign countries because in this phase we only want to tell people that JEANS
IN LEVIS. Our message through our ad campaign will force people to think that the jean that they
wear is not the actual jeans. In our ad we have shown just products especially jeans pints by using the
photos to show people the offerings of Levis.

Print Media
Newspapers:
For fashion magazines and newspapers LS&Co. is a target due to its grand brand equity ,it has become
a benchmark for all the others to follow. The newspaper gives a 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
Radio
Because students and young blood is one the main segment of our campaign and now a days radio is
very important mean to reach them because due to short time to see TV and availability of FM radio in
almost every cell phones model we can easily send our message. The musical ad that will give the
message about the outlet and the latest products availability will be delivered through the radio. The
message will again remind the target audience our core message that JEANS IS ONLY LEVIS.
Internet
Levis provides up-to-date information to their customers through electronic media i.e. from their
website.

Billboards & banners:

The same print media ad will be show in these selected medium to create long term brand loyalty. The
billboards having pictures of products will be displays on the important places of major cities where
outlets are opened. The message that will shown through billboards and banners will again the same
that JEANS IS LEVIS. When people see this message again and again where they go they will
definitely feel that the jeans they wear is not the actual jeans and they will rush towards the Levis
outlets to have the real jeans.

Ch-4
Data analysis
Descriptive Data analysis
S. No

Subject
1 Gender

2 Age group

Option
Male

55

18-25

64

26-35

87

36-45

40
9

Service

42

Business

35

Self-employed

44

Student

57

Homemaker

18

Retired

4 Education

145

Female

Above 45

3 Occupation

Quantity

Up to 10+2
Graduate/Diploma

29
104

post Graduate

67

200000-400000

43

Annual Family
5 Income

400001-800000

62

800001-1000000

75

Above 1000000

20

6 Preferable Brand Levi's

86

Numero Uno

44

Woodland

43

Tommy Hillfigure
Others

The data from our survey has been given above.

27
0

Analysis of customer Age group

Fig 1.2

Above
45 36-45

Age Group

10%
15%

18-25
39%
26-35
36%

In the above chart the customer whose age is

between18-25,percentage is 39%.The
customer whose age is between 26-35,
percentage is 36%.The customer whose age is
between 36-45,percentage is 15%.And the
customer whose age is above 45, percentage is
10%.We can say that youngsters are more
brand conscious than other age group people.
Industry Analysis

The apparel industry is comprised of

clothing, accessories and shoes. It can be
segmented into menswear, womenswear and
childrenswear. In the United States there are
about 10,000 companies that combine to have

a total annual revenue of $20 billion (Apparel

Manufacture Jan. 2010). Of the womenswear
segment, clothing held 68.4% market share in
2008 (Womenswear in the United States:
Industry Profile Sept. 2009). Clothing in
menswear held 53.8% market share
(Menswear in the United States: Industry
Profile Sept. 2009). From 2002 to 2007 the
jeans market grew 28%; growth is expected to
be 18% from 2007 to 2012, just a little faster
than inflation (Jeans Mar. 2008). The same
report believes that the growth in 2002 to 2007
was above trend while the growth expected
between 2007 and 2012 is more normal.
Premium denim sales rose 24% for women
and 45% for men. Sales in 2007 for the jeans
market was $16.7 billion, while the projected
sales for 2012 is $19.7 billion (Jeans Mar.
2008).
Key players in the jeans market include
Levi Strauss & Company, VF Corporation,
The Gap, Tommy Hilfiger Corporation, Liz
Claiborne, Inc. and Polo Ralph Lauren
Corporation. Levi Strauss led this market in
2007 with a 26.4% market share; The Gap
came in second with 23.9 percent (Jeans
Mar. 2008). In the apparel industry key players
include Levi Strauss & Company, Benneton
Group, Hugo Boss, The Gap and H&M.
Brand Analysis

Levis jeans are the original authentic

jeans brand. Introduced in 1873 Levis are the
most prosperous, highly recognized and
imitated clothing brand in history. Levis jeans
have been an iconic staple in the lives of many
Americans, invented the jeans category and
continue to define the market.

Diagram Analysis of customer Occupation.

Fig 1.3

57

60
50
40
30
20

42

44
35
18

10

In the above graph we have found that out of 200 respondent, 42 respondent are service
person,35 respondent are Businessman, 44 respondent have a self-employed, 57 respondent
have a student , 18 respondent have a homemaker and 4 respondents have a retired.
So, here we can analysis that most of the customers have student.

41

Customer Income Group

80

75

62

6
0

43

40
20

20

0
200000-400000
400001-800000

800001-1000000
Above
1000000

In the above graph we found out of 200 respondent, 43 whose average annual family
income is 200000-400000, 62 person whose annual family income 400001-800000,
and 75 respondents are in 800001-1000000, 20 person are in above 1000000.

Segmentation Variables

Data

Geographic
World region
Country
Cities
Density

Asia
Pakistan
All major cities of Pakistan
Urban

Demographic
Age
Gender
Family Life Cycle

All Ages
Male, Female
Young , Single; Young, Married, no
children; Young, Married with children;
Older, Married with children; Older,
Married with no children under 18;

42

Older, Single; Other

Income
Occupation
Education
Religion
Race
Nationality

15000 and above

From middle class to upper class
Schools, College, Universities
Major religion of Islam, Christianity
Asian
Pakistani

Psychographic
Social class

Lifestyle

Working class, Middle class, Upper

class.
Actualizes, Fulfilled, Believers,
Achievers, Strivers, Experiences
makers and Strugglers

Behavioral
Occasions

Parties, Birthdays, Regular Islamic

Benefits

Occasions
Quality, Style, prestige, Durability

Attitude towards product

Positive

User Status

Regular users and new users

Chapter-5
Findings/Observations
After conducting a focus group and analyzing the participants responses, Team Secta
determined seven recurring themes. During the focus group the participants
categorized different styles of jeans by their own criteria. This information helped

43

Team Secta identify which factors are most important to them in purchasing jeans. A
different activity conducted during the focus group had the participants sort pictures
of brand logos into categories of their choosing. Team Secta analyzed this information
to determine current consumer perceptions towards jeans brands (refer to Appendices
G and H for participant categories). Though the participants discuss jeans in general,
they do not emphasize strong brand loyalties. The findings show that they have a set
criterion for a pair of jeans that they could potentially buy. In our secondary research
we cite the word premium having to do with the fit, quality, style and cuts of jeans
offered by brands. In our focus group consumers like the attributes of premium jeans;
however, they thought premium only described more exclusive and expensive
designer brands. Our findings reflect these sentiments and how they relate to the
Levis brand. Team Secta has also identified four overlying meta-themes from the
qualitative research (refer to Appendix I for the cognitive map).

Theme 1: Fit plays the largest role in the purchasing decision for jeans.

During the focus group most of the participants emphasized that fit was the
most important factor when purchasing jeans. Though they had differing opinions on
what styles and cuts defined a perfect fit, they all agreed that a perfect fit was one that
felt good and was their primary concern in purchasing jeans. This is a key reason why
they prefer to go to brick and mortar locations as opposed to purchasing online. When
purchasing a pair of jeans, fit means more than the brand name.
When you put them on they feel good.
If I found another brand that fits better, I dont care where they are
from.
There are few jeans that your body adapts to.
If I try them on and they fit good, Id buy them.

Theme 2: Versatility in jeans is important to consumers.

44

The participants indicated they prefer jeans that can be worn in any situation.
Due to a fast paced lifestyle, they are looking for jeans that are appropriate for various
settings from casual to formal. All purpose jeans would be ideal for them.
I think the perfect jeans are both daytime and nighttime jeans at the
same time.

Daytime jeans are: maybe its a little chilly out, the sun

didnt pop out so you

want them warm and comfortable. Youre at the

library all day, so you cant go

home and change. But youre

going on a date that night so you just throw your

backpack in the

trunk and wear your jeans to the date and then to the bars.

[Jeans can be worn in] Any and all situations.

Theme 3: Consumers do not consider shopping for jeans a fun experience.

Members of the focus groups emphasized their negative attitudes toward the
jean shopping experience. They see it as a long and stressful process that they do not
enjoy. With consumers specific preferences and the large variety of jeans, the
shopping experience can be intimidating and adds a challenge to finding the perfect
pair. In order to find this perfect pair, it is necessary for the consumer to try on many
pairs of jeans which can be a frustrating process.
[Shopping for jeans] can be a big ordeal.
You have to go with the mindset Im going to go buy jeans today.
Buying jeans is not a fun experience. You have to try on so many.
I only buy jeans when I have to.

Theme 4: Consumers will purchase jeans on an incidental basis.

45

The participants expressed that they find jean shopping to be unfavorable;

however, if the opportunity presented itself while shopping for other items, they
would try on a pair of jeans. In the focus group members mentioned that sales and
promotions would influence them to try on the jeans. This could lead to a purchasing
decision. They prefer purchasing jeans when it is not their primary objective.
[Buying jeans] is a spur of the moment thing.
If theyre really cheap and Im looking for other things, Ill try them
on.
If there was a ridiculous sale, I would definitely gobble up some
jeans.

Theme 5: College students are influenced by what their peers are wearing.
The specific research we found in our focus group showed us that the
participants found more influence in their style from their peers rather than from
celebrities. They relate more to their peers rather than celebrities and are more
attracted to images of regular people with a lifestyle similar to theirs. Participants
noticed what brands of jeans their peers are wearing and lately have observed more
people wearing Levis. They identify the brand of jeans by the way the stitching on
the back pockets are designed. For Levis they also noticed the trademarked red tag in
addition to the V-shaped stitching on the back pocket. This theme is consistent with
the profile Team Secta created for the target consumer as secret approval seekers in
secondary research.
I can recognize what the pockets look like.
Recently I have been seeing a lot of more people wearing Levis.
The more you see people wearing a certain thing, you kind of veer
that way.
[I like to see] people wearing jeans that look like me and doing fun

46

stuff I myself

would do.

Theme 6: Participants view Levis traditional image in a positive manner.

The participants in our focus group repeatedly associated the word traditional
with the Levis brand. They did not think that traditional had a negative connotation
nor viewed Levis as being outdated. Participants felt that the traditional image was a
good attribute for Levis to have and associated this with being an all-American
brand.
Levis, the American jeans.
Polo and Tommy are what I think of as [what] my dads generation
wears.
I feel like Wrangler and Levis are the Coors Light and Bud Light of
jeans.

Theyre simple, straight-forward, interchangeable.

Theme 7: The Go Forth campaign is raising awareness of the Levis brand.

Contrary to our secondary research, the Go Forth campaign seems to be
resonating with our focus group members. Participants were drawn to the imagery and
message of the Levis campaign. They feel it positively reinforces the character of
Levis as being traditional. Members of the focus group connected with the campaigns
attempt to reach out to a younger generation while still holding their position as a
long-standing American brand. The campaign served as a reminder of the Levis
brand by effectively connecting its past with the possibilities of the future. Not only
has it raised awareness, the campaign also sparked interest to try on a pair of Levis
jeans.
[The Go Forth campaign] embodies the Levis brand.
It kind of embodies the timelessness of Levis, and it kind of conjures
up images
the point of being

of the past and classic American images. It also makes

revolutionary and going forth in the past

47

and into the future.

It kind of reminds me that they exist.
Im curious and I want try on a pair now.
Back in the day Levis was the only brand, but recently these other
ones have

taken a lot of market share so this is going to hopefully

help revitalize Levis and

bring them back in the mix with the

upper level jeans.

Thats the only jean commercial I can think of right now.

Conclusion

48

Levis and Co. is one of the most famous jeans brand in the world. Although the
consequence of the advertising campaign was not successful completely, but the brand
awareness, brand image, and the revenue were raised through the campaign. The
audiences they have many doubts with respect to the campaign and feel the theme of
advertising is too ideal to arouse sympathy.
With regard to the print advertising, the technique, the photography skills, and the
color in each print are outstanding and it is quite impressive to attract viewers
attention. It is clear to see theme, brand name, and target groups through the prints
advertising. In addition, using social media to launch the global advertising campaign
is able to not only save the spending on the distribution of advertising but also
response and interact with audiences and consumers as soon as they can.

Bibliography
Abercrombie & Fitch. Web. 01 Mar. 2010. <http://www.abercrombie.com>.
American Eagle Outfitters. Web. 01 Mar. 2010. <http://www.ae.com/>.
American Lifestyles-US. Mintel. Jan. 2010. Web. 30 Jan. 2010.
Apparel. Gale Group. 2008. Web. 24 Jan. 2010.
Apparel Manufacture. First Research. 11 Jan. 2010. Web. 24 Jan. 2010.
Beatty, Sally. Levi Strauss Sells Low-Cost Jeans To Target in Bid to Increase Sales.
Wall Street Journal. 4 Dec. 2003, Eastern ed. ProQuest. Web. 9 Feb. 2010.

49

Calvin Klein. Web. 01 Mar. 2010. <http://www.calvinklein.com/>.

Colbert, Catherine. Levi Strauss & Co. Hoovers. 2009. Web. 23 Jan. 2010.
Determination of the December 2007 Peak in Economic Activity. NBER.org. 11 Dec.
2008. Web. 25 Jan. 2010. <http://www.nber.org/cycles/dec2008.html>.
Diesel. Web. 01 Mar. 2010. <http://www.diesel.com/>.
DKNY. Web. 01 Mar. 2010. <http://www.dkny.com/>.
Ecko Unlimited. Web. 01 Mar. 2010. <http://www.eckounltd.com/>.
Gap, Inc. Overview. Marketline. 25 Sept. 2009. Web. 24 Jan. 2010.
Garfield, Bob. Levi's Target Unlikely to Go Forth and Buy Its Jeans. Advertising
Age. 6 July 2009. Web. 2 Feb. 2010. <http://adage.com/garfield/post?
article_id=137733>.
Green Marketing-US. Mintel. May 2008. Web. 27 Jan. 2010.
Guess. Web. 28 Feb. 2010. <http://www.guess.com/>.
Home and Family. SMRB. Nielsen, Fall 2008. Web. 25 Jan. 2010.
<http://www.smrb.com/c/document_library/get_file?uuid=6609e702-dcbb-46f48c65-ac4dca30c6e4&groupId=10125>.
How Levi Strauss Rekindled the Allure of Brand America. World Trade. 1 Mar.
2005: ABI/INFORM Global, ProQuest. Web. 9 Feb. 2010.
Jeans-US. Mintel. Mar. 2008. Web. 27 Jan. 2010.
Levi's Jeans. Web. 28 Feb. 2010. <http://www.levi.com>.
Levi Strauss & Co. 2009. Web. 22 Jan. 2010. <http://www.levistrauss.com>.
Levi Strauss & Co. Overview. Marketline. 13 Mar. 2009. Web. 2 Feb. 2010.
<http://www.marketlineinfo.com.lp.hscl.ufl.edu/library/DisplayContent.aspx?N=
4294836099>.
Levi Strauss; Levi's to Open Largest Store in Times Square. Entertainment & Travel
26 May 2008: ABI/INFORM Trade & Industry, ProQuest. Web. 5 Feb. 2010.
Levi.com: The Official Levi's. 2009. Web. 28 June 2010.
<http://us.levi.com/home/index.jsp>.
Lucky Brand Jeans. Web. 28 Feb. 2010. <http://www.luckybrand.com/>.
Mens & Boys Apparel Manufacturing in the US- Industry Report. IBISWorld.
ProQuest, 19 Jan. 2010. Web. 25 Jan. 2010.
<http://www.ibisworld.com.lp.hscl.ufl.edu/industry/marketcharacteristics.aspx?in
did=342>.

50

Menswear in the United States: Industry Profile. Datamonitor. One Source, Sept.
2009. Web. 24 Jan. 2010.
Michael Cheng's Mobile Uploads. Web. 28 Feb. 2010.
<http://www.facebook.com/home.php?#!/photo.php?
pid=30862065&id=1107360086>.
Mossimo. Web. 28 Feb. 2010. <http://www.mossimo.com/>.

Appendices
Tables & Graph
Diagram which analysis customer satisfaction

51

Here in the diagram we try to compare Levis brand with Levis top three
competitors. We try to find out here the customer satisfaction level of the different
brand user. We found that molar less Woodland and Numero Uno brand use are
quite satisfied but above on this the Levis brand user most satisfied.

Analytical Master Chart

Analytical Data
Analytical data is used to support a company's decision making. Customer buying
patterns are analyzed to identify churn, profitability, and marketing segmentation.
Suppliers are categorized, based on performance characteristics over time, for better
supply chain decisions. Product behavior is scrutinized over long periods to identify
failure patterns. This data is stored in large Data Warehouses and possibly smaller
data marts with table structures designed to support heavy aggregation, ad hoc
queries, and data mining. Typically the data is stored in large fact tables surrounded
by key dimensions such as customer, product, supplier, account, and location.
MDM solutions that focus on managing analytical master data are called Analytical
MDM. They focus on providing high quality dimensions with their multiple

52
simultaneous hierarchies to data warehousing and BI technologies. They also bring
real value to the enterprise, but lack the ability to influence operational systems. Any
data cleansing done inside an Analytical MDM solution is invisible to the transactional
applications and transactional application knowledge is not available to the cleansing
process. Because Analytical MDM systems can do nothing to improve the quality of
the data under the heterogeneous application landscape, poor quality inconsistent
domain data finds its way into the BI systems and drives less than optimum results
for reporting and decision making.
Master Data
Master Data represents the business objects that are shared across more than one
transactional application. This data represents the business objects around which the
transactions are executed. This data also represents the key dimensions around
which analytics are done. Master data creates a single version of the truth about
these objects across the operational IT landscape.
An MDM solution should to be able to manage all master data objects. These usually
include Customer, Supplier, Site, Account, Asset, and Product. But other objects such
as Invoices, Campaigns, or Service Requests can also cross applications and need
consolidation, standardization, cleansing, and distribution. Different industries will
have additional objects that are critical to the smooth functioning of the business.
It is also important to note that since MDM supports transactional applications, it
must support high volume transaction rates. Therefore, Master Data must reside in
data models designed for OLTP environments. Operational Data Stores (ODS) do
not fulfill this key architectural requirement

53

Financial
Statements