“Necessity of Brand

Extension”
w.r.t Type one jeans of Levis”

By-Lc. Surjeet
PGAM&LM-IV
1 .1 .Int roduct ion to sub je ct

This is a Study and analysis conducted

Ø to ascertain the present position of Type one
jeans, a brand extension of Levis denim 501,
products in the market( Bangalore).
Ø also to ascertain the Consumer attitude and
preferences towards type one jeans and
Ø Root out various strategies to be adopted for
better positioning of Denim products in the
market.
What is “type one jeans”?

Type One Jeans is the reinvention of original

denim pant of Levis’. Aggressive new ranges
of products twisted from its original are
called type one jeans (Levis Strauss & Co.). 
Type one jeans are the form of
1. Dark denim bright stitching
2. Oversized rivets.
3. Large pockets.
Re-invension of marketing strategy
Levi’s re-assessed every activity against
four measures – Focus, Impact, Simplicity
and Clarity – and axed any range,
individual product, piece of packaging
and even retail environment not meeting this
new brand vision.
Futures of the product

A numbers design innovations the most

notable of which was
new cotton/Tencel denim
fabric and the twisted side seam – a
feature designed to increase comfort
and make the jeans easier to move in.
Introduction to company
FY 2008 Net Revenues: $4.4 billion
• Global presence: Three geographic divisions: Levi
Strauss Americas (LSA), Levi Strauss Europe, Middle
East and North Africa (LSEMA) and Asia Pacific
Division (APD).
Regional headquarters located in San Francisco,
Brussels and Singapore
Global sourcing headquarters in Singapore.
More than 5,000 registered trademarks in
approximately 180 countries.
Levi Strauss & Co derives approximately 40 percent
of net revenues and regional operating income from
Sales report#1
Sales report#2
Sales Report #3
Obj ect ives of the st udy .
The specific objectives of the study are:
v Brand extension is a strategy of strengthening
the main brand.
v Understanding the level of awareness created
for brand extension for loyal customers of the
company.
v Influence of the brand extension on the buying
perceptions of the consumer’s.
Brand Logo
Type One Jeans
Research Methodology

Research Methodology:
II. Exploratory Research methodology
&Descriptive Research
III. Cross sectional Research Design &
IV. Streamlining the methodology towards the
objectives
Research Methodology …
Techniques of Data Collection
B. Primary data collection: customers’ personal
interviews, visual observations & mailed
questionnaires.
C. Secondary data collection: magazines reviews, web
search engine, retail web sites & scholars articles.
D. Planned sample size: 200 for customers as
respondent
20 for Retailers & sales
persons
Reinvention of new products

The popularity of Levis Denim 501 is

fades away. Because-
shifting of consumers preference and
perceptions are due to the high price of
levis denim pants
Market Sharing of other Leading Brand
& their new products
Levis is still a strong brand

Brand personality:
characteristics: genuine, original,
authentic, real.
positively affects consumer perceptions
of brands.
acts as a form of quality certification
easy to remember
Thank you