PLC of Levis Jeans

Introduction
• “Our Style may be as Fresh as Tomorrow, But we go way back –To
1853

• That’s when Levi’s Strauss & began. It began with innovation of blue
Jeans

• Levi’s is a brand of Levi Strauss & Co., a company which is

worldwide recognized to be one of the prime marketers in apparels.

• Based in San Fransisco, California the American clothing company

popularly known for its denim jeans has four brands under its
portfolio namely Levi’s, Dockers, Denizens and Signature.
What you didn’t know about Levi’s
• Care for our planet – Water Less jeans uses significantly less
water

• Reducing carbon foot print in the environment-Moving the

product from factory to store through railways and container
ships

• Giving back in our communities – In 1854, a year after

starting his company, founder Levi Strauss donated to a local
orphanage. In that spirit Levi’s has been giving back to the
community for 150 years
 STP of Levi’s

• A mix of demographic and geographic segmentation strategies

• To make the different types of its offerings available in the
market as per the choice of the customers

• A mix of differentiated and mass targeting strategies is used

by Levis to satisfy the needs and wants of the customer
groups.
 STP of Levi’s–Segmentation & Targeting

• Geographic - Usually Urban Crowd, Usually aims at metro crowd and city
Crowd

• Demographic - Core Age group will be around 18-25 (M/F), But now the
age group has got shifted to 25- 35 (M/F).

• Economic – Core will be SEC A class but also aims at larger SEC AB

• Social and Psychological – Usually aims at rebel (who don’t like to wear
formals), progressive (who progressive in terms of thought) and the clan
of people who want to belong!

• Price Perception – Aims at premium Customers

• Benefit Sought – Style and comfort. Hep poppulation who want to be

noticed in the crowd
 STP of Levi’s–Positioning

• Broad Portfolio: Focussed on sub brands to deliver its

sales.They are extending their product line through
geographic, demographic and expansion

• Visibility of the brand: The the brand is made visible in

every part of the world

• Multichannel Approach: Penetrating markets through

multi channel approach i.e. supermarkets/ multi-brand
outlets, a company owned outlets and franchised
outlets.
 Why this Strategy?
• The market in which Levis operate is competitive and the
counterfeit range of products, as well as local and
national players, is affecting the performance of the
company.

• Factors which affect the company

 labour cost
 climatic conditions
 changing lifestyle
 Marketting Mix
• Product – Classic trendy Denim Jeans for all age and size groups.
Highest sold is 501’s

• Price – Have a premium pricing rage and SEC AB above can afford.
The higher price is also to maintain premium customers

• Promotions – Huge Youtube campaigns, Social Media marketting (

Instagram, FaceBook – Sponsored ads ).

• Place – Premium Multibands ( Shoppers Shop, Central etc), High

end streets which has elite crowd ( Levis Stores)

• Packaging – Packaging – Outdoor smart causal premium brand

- Pack – Packed with Eco friendly paper