INTEGRATED MARKETING

COMMUNICATION
FIELD ASSIGNMENT
STORE CHOICE: LEVIS, Shop No -26 & 27,1st
Floor Shipra Mall, Indirapuram, Ghaziabad
201014

SUBMITTED BY
GARIMA GUPTA
PRN NO. 12021021034
BBA (2012-2015)
SEMESTER - VI
SECTION - C

LEVI STRAUSS & CO.

Levi Strauss & Co. is a privately held

American clothing company known worldwide for
its Levi's 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 at Levi's
Plaza in San Francisco.

Type

Private

Industry

Clothing

Founded

1853

Founder

Levi Strauss

Headquarters

San
Francisco, California,
U.S.

Number of
locations

2,800 companyoperated stores

Area served

Worldwide

Key people

Chip Bergh (CEO);

Harmit Singh (CFO)

Products

Jeans

Brands

Levi's, Dockers,
Denizen, Signature by
Levi Strauss & Co.

Revenue

$4.68 billion (2013)

Operating
income

$ 484 million

Net income

$ 229 million (2013)

Total assets

$3.13 billion (2013)

Owner

Relatives of Levi
Strauss

Number of
employees

16,000 (2013)

Website

www.levistrauss.com

I chose this store because it is the leader in the denim

market/segment. This is the first company which
produced denim for the first time.

LOCATION OF THE STORE

The outlet that I chose was the one situated in Shipra
Mall, Indirapuram, Ghaziabad. This location is very
convenient for many young shoppers as many of them
are living in its vicinity. Near shipra mall we have many
societies, apartments where students, professionals live
who go to companies, colleges located nearby making
convenient for them to shop anytime they want.

PRESENT COMPETITION AND

FOOTFALL
Mufti, Wrangler, Lee, Flying Machine, Numero Uno

The above brands are in shipra mall which are a minor

competition for levis as it is the leader in the denim
market.
Shoppers Stop, Pantaloons
They are the major competitors of Levis in Shipra mall
as they sell many brands under one roof which gives
shoppers much more variety to shop from and a tough
competition to Levis.
Type of Footfall The store is mostly visited by the age
group 13-30 years generally.

ADVERTISING AND SALES

PROMOTION ACTIVITIES
For the promotion of sales Levi Strauss & Co. adopts a
very effective but comprehensive strategy. Levis pays
attention to the publicity of its products. The major
source of promotion of Levis is done
by creating public relations. The sales promotion of
LEVIS targets the end consumers. Since the Levis JEANS
are in growth stage in India, therefore, the promotional
Strategy is based on persuading of prospective buyer.
Levis uses the following promotional strategies
to promote its product
Personal selling- Personal selling by the
representative of the organization takes place face
toface with final consumers.Mass selling- Levis
does mass selling to inform a bulk of persons by
advertising
Advertising Medium
The advertising media used by the company are
Television, Fashion Magazines, Newspapers ,
Internet, Bill boards, banners etc.

Advertisements of Levi Strauss & Co. are very

innovative and eye-catching. Buyers are attracted
towards the product. The advertisements are
placed at the international level.
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 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 model.
Levis provides up-to-date information to their
customers through electronic media i.e. from their
website.
Billboards and banners are also used for the
advertisement purpose.
Some of the advertisements by Levis

LOYALTY MEMBERSHIP AND ITS

IMPACT DURING SALE/ DISCOUNT
SEASON

Levis offers its customers with the loyalty membership called Loop
Member Program where they can know about the latest
releases and the hottest must-haves.
Its also about entering the world of glittery fashion
shows and amazing presales events.
Also every time customers buy Levis stuff, they will
earn Levis Loop Member Program Points which can be
exchanged for gift cards and exclusive Levis
merchandise.
Through this programme I can definitely say that the
sales will increase during the discount/sale season
because many customers will have the first information
when the sale is about to start and also when the heavy
discounts will be given. Also when a new season will
start many customers will know about the new
merchandise in store which will attract the segment
who like to follow the latest fashion all the time.

SIGNAGE AND POINT OF PURCHASE

COMMUNICATION
The signage of this outlet is outside the store which is
easily visible to anyone looking for it.

The POP in the store is in the front only when you enter
the store. The mannequins are placed in the front
visible from the entry, also in the display windows and
counters are also there where customers can look for
merchandise themselves or may be assisted by the
employees.

QUALITATIVE INSIGHTS
The employees engage customers in the purchase
process by knowing their needs, showing a variety of
products. Also they tell them about the loyalty
programmes, the special offers which attracts them
more and makes them visit the store again.

MY TAKE AWAY
From this activity I learned a lot about how levis as a
brand attracts customers and what all it does to retain
them and gain the new ones in the process. Also the

different techniques of advertising and promotion which

are attracting customers from time to time.