NAME

: FITTO PRIESTAZA

ID NUMBER : 009201000063

THE LEVIS STORY

CHAPTER:

1. Case Background

In the late of 1800s gold mining is popular in the United States and the gold miner needs a strong and durable pant that can support their work. Inspired by that issue, Levi Strauss begin to produce his pants (jeans), he made his pants from the fabric that usually used for tent, nowadays the fabric called denim. Year goes by, Levis has become a successful global brands. The Levis jeans are known for its toughness, reliability, long lasting and simple. The company targets global youth, especially males. Now, you can see many Levis jeans everywhere, stores opened around the world and many people wear Levis jeans. As like many others global company, Levis always make research in order to overcome some of the problems of gaining acceptance and leadership. Every year, Levis consumer research is carried out to see if there are any similarities or differences to be a global consumer segment and whether local adaptation is required. Even though Levis make a research in each continent, Levis building brand in one part of the world is no different to brand building anywhere else, the same principles apply. In this case I will examine about Levis global brand strategy and how it is integrated into the companys marketing strategy in Asia.

CHAPTER:

2. Theoretical Framework

As I see in the Levis story PDF, Levis indistinctly show some theory used to develop their business and maintaining their market. Consumer Research: consumer research also involves how customers behave. The research is often done by means of questionnaires and opinion polls. The questions often asked include what people tend to buy, how often they make their purchases, how much they spend, and when they will be in the market to get or replace an item. When the research question is about brand recognition, the questionnaire often presents the names of several similar brands asking whether and how the respondent has heard of each.i Market Segmentation: is a process of dividing the market according to similarities that exist among the various subgroups within the market. The similarities may be common characteristics or common needs and desires. Market segmentation comes about as a result of the observation that all potential users of a product are not alike, and that the same general appeal will not interest all prospects. Therefore, it becomes essential to develop different marketing tactics based on the differences among potential users in order to effectively cover the entire market for a particular product. There are four basic market segmentation geographic strategies: behavior and

segmentation,

demographic

segmentation,

segmentation,

physiographic segmentation.ii

Positioning: Competitive positioning is about defining how youll differentiate your

offering and create value for your market. Its about carving out a spot in the competitive landscape and focusing your company to deliver on that strategy. iii

CHAPTER:

3. Analysis

Levis continue to carry out consumer research in Asia every year; it will determine the similarities and differences between the youth psychographics in Asian and other continent. Then the fashion change is will become the challenge of Levis, but the similarities among world youth offer a solid foundation for consistent brand strategy. The Levis brand positioning embodied in the statement: The original and definitive American jeans (rational) that celebrate all the great things about being young (emotional). Levis gets that young people make their own decisions as to which brands to buy and it is influenced by a mixture of rational and emotional appeal, but Levis also agree that peers and role model that youths look up to, with respect to both their beliefs and behavior, influence all young people. So Levis use a targeting hierarchy, first opinion leader influence their peers in all markets and youth is no exception. They will trigger buying by early adopters, and the brand will then be picked up by late adopters and last by the mass market. The Levis segment is a base of 15-29 year old males, but not only males using this jeans, but also women. So Levis segments are youth. Levis eight characteristics or values with emotional associations, defined as follows: Original whenever Levis communicates to its audience, it must be seen as distinctive and original. Masculine Levis has a masculine personality. Male toughness and cool are central to the brands character.

Sexy Levis always made men and women look more attractive. The attraction is not due simply to external appearance, but also the brands resourcefulness and intelligence. Youthful Levis came of age when it was adopted by American youth in the 1950s and jeans became the uniform of the disaffected teenagers. Rebellious the brand should always be prepared to challenge conventional behavior. Individual the brand should never be afraid to stand out in a crowd and attract the attention of others. It has strengths of character. Free Levis travel light. American Levis speaks with American accent, but it does not try to force American ideology and values on others.

CHAPTER:

4. Conclusion

Levis has become a successful company and have a powerful image. The company began to produce denim/jeans in the late of 1800s and gaining popularity around 1970s. The company well known of its American, strong, masculine, simple and reliable jeans and also Levis is the first and original company that produce denim for clothing. Levis always make research and observation in order to overcome some of the problems of gaining acceptance and leadership and the research is carried out to see if there are any similarities or differences to be a global consumer segment and whether local adaptation is required. In this case, by targeting vast youth Asian market, Levis always make a research every year, using market segmentation, positioning and targeting hierarchy

which is contain of opinion leader influence is another vital key to building the brand in the Asian continent, as well as in the other area.

http://www.ehow.com/about_5208183_definition-consumer-research.html http://www.answers.com/topic/market-segment iii http://www.marketingmo.com/strategic-planning/competitive-positioning/

ii