INTRODUCTION

Levi Strauss & Co was founded in 1869 by Leob Strauss. From 1960s through the mid 1970s, Levis experienced explosive growth in its business. With the onset of denim trend in India, it entered the market in 1994-95

Since then it has become an iconic and the most acknowledged brand in India.

VARIANTS OF LEVIS
Levis Dockers Levis Signature ---- > Denizen Red Loop

MARKET SHARE
MARKET SHARE BY RESEARCH AGENCY
Levis
Lee

22% 37%
Wrangler

MARKET SHARE BY OUR ANALYSIS

Levis

14%
4% 8% 15%

Pepe
Tommy Hilfiger Others

Lee

28%

34%

Wrangler Pepe Tommy Hilfiger Others

2% 11% 6% 19%

GROWTH
Levi's Growth
12 10 8 6 4 2
6.1% 5.2% 4.2% 3.7% 3.8% 10.5%

Levi's Growth

5.7%

0
2005 2006 2007 2008 2009 2010 2011

BRAND PORTFOLIO

STP STRATEGY
Segmentation
Segmentation is the identification of subsets of buyers within a market that share similar needs and demonstrate similar buying behaviour. Basis for Market Segmentation: DEMOGRAPHIC-----GENDER and INCOME

Targeting
Target Marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments. 18-35 year old age group Super Premium and Premium Denim for the High-Income Customers Denizen launched targeting the Middle-Income group

Positioning
The firm positioned its products with changing times and changing demands, keeping existing customers and capturing new markets. Increases in sales ultimately increased profits.

COWBOYS -> HEROES -> COOL -> RUGGED

SEASONAL POSITIONING
FOR MEN: LOOK SHARP WITH ALL NEW FITS, THIS SEASON

FOR GIRLS: THE SEASON BEST STYLES, FIT TO FLATTER YOU

SWOT ANALYSIS
STRENGTH: - Market share leadership WEAKNESS: -High cost of brand protection. - Lack of control over distribution decisions

- Strong brand equity

- Finance and access to international market - Management - Product innovation abilities

OPPORTUNITIES: - Emerging markets - Expansion abroad - Technological development - Development in other industries - Total market for casual wear is growing - Diversify into related products. THREATS: - Competition - Economic downturns - Rising sales of substitute products. - Adverse government pressures.

PORTERS FIVE FORCES

Competition among Existing Firms: - Frequent price cutting - Intense advertising campaign - Frequent introductions of new products
Bargaining Power of Suppliers: - Large number of producers - Substitutes available - Low switching cost

Bargaining Power of Customers: - Large number of buyer - Many alternative brands available

LEVIS
Threat of Substitute Products: - Better quality and substitute - Price war - Cargo, legging for girls, bottom wear

Threat of Potential Entrants: - Low cost jeans - Unbranded jeans

COMPETITOR ANALYSIS
LEVIS
- Unarguably

the most iconic and famous brand of jeans

WRANGLER
- Offers competition against Levi's - Has an unshakably "cowboy" vibe

- Known for its durability and ruggedness

- Offers remarkable value for money

- Rugged construction
- Very affordable

LEE
- Offers stiff competition against levis

- More geared towards the younger market - Decent value for the money - Not nearly as durable and rugged as Levi's and Wranglers

PEPE
-Dominate in women wear

- Good value for money

MARKETING STRATEGY
Levis India is changing the marketing strategies for its Denims brands Lower income group and middle income group can now afford branded and premium apparel.

For premium jeans worth more than Rs. 4000 per denim, they introduced the scheme of payment through EMI.
Levis formed a supply chain partnership with Wal-Mart.

RESEARCH AND METHODOLOGY

Research leads to search for knowledge or systematic investigation to establish facts Sample design - Exploratory Research - Descriptive Research - Causal Research Our project is based on descriptive research Population - Emphasis of the study was on the denim customers in India Sample Frame - Denim customers in Delhi, Gurgaon, Noida, Greater Noida Data Collection - Primary Data 1. Questionnaire 2. Retailers 3. Distributors (Telephonic Conversation) - Secondary Data 1. Internet articles and Newspapers

CUSTOMER ANALYSIS
70 60 50 40 30 20 10 0
PRIORITY 1 PRIORITY 2 PRIORITY 3

BRAND NAME AND QUALITY COMFORT PRICE AND DESIGN

150 Individuals, majority of them under the age of 34 were considered for our survey in Delhi and Noida. The consumer favours the product on the basis of Comfort which act as the first priority for then consumer favours the Brand Name and Quality and last but not the least is the Price and Design

RETAILER/DISTRIBUTOR ANALYSIS
Demographic segmentation based on Gender and Age group with
60% male customers and largest customer base of 21-30 years.

Brand Personality was the prime awareness source for Levis customers.
Levis Strauss captured the market share by 70% among the Levis sub brands. Offers Customer benefits programs like membership cards. Uses Third Party and Franchisee type of distribution system.
Distributors work solely on the demand being generated by retailers. Denizen a cause of concern, not able to make its presence felt in customers mind.

RECOMMENDATIONS

Adopting a more aggressive marketing strategy Laying more emphasis on Women & kids apparel

Rendering of discounts and offers to customers so as to boost the sales and build brand loyalty Reduction in the price so as to cater to a different segment of customers

Kavisha Agarwal Kritika Ojha Madhumitha Aiyer Mayank Joshi Narvir Yadav Nikita Nahata Nisha Priyanka Chatterjee