INTRODUCTION:

LEVI STRAUSS & CO is one of the worlds largest brand-name apparel marketers
with sales in more than 110 countries. There is no other company with a
comparable global presence in the jeans and casual pants market. Today the Levis
trademark is one of the most recognized in the world and is registered in more than
160 countries. The company is privately held by descendants of the family of Levis
Strauss. Share of the company stock are not publicly traded. The company employs
a staff of approximately 8,850 people worldwide, including approximately 1,000
people at its San Francisco, California headquarters. Levi Strauss & Co currently
makes jeans in approximately 108 sizes and 20 finish fabrics and the company is
committed to building strong growth

POSITIONING
Advertising professionals realize that the heart of any campaign is the product and
the position it holds in people's minds. Products and their brand names are
newsmakers themselves. Understanding the complexities of a brand identity and its
position is no easy task.
One of the most controversial areas of product concepts is the brand extension. A
new product gets to share the name of an older, established brand. Early theorizing
suggested that brand extensions would sap market from the established product,
but these fears proved groundless. Today brand extensions occur not only within the
company, but companies are licensing their brand names to all kinds of products in
the hope of increasing brand awareness.
TARGET MARKTING
501 JEANS targets its market by evaluating the wants of customers. Mostly Levis
targets its market among the following classes.

Upper Class
Upper Middle Class

TARGET MARKET STRATEGY

Target market strategy adopted by Levis is basically on having long-term relations
with their customers and to provide them with better product
BENEFITS OF SEGMENTATION
Levis has got customer oriented approach by segmentation
Company is promoting its products effectively within segments by print media as
well as electronic media, e.g. Newspapers, Signboards, Television commercials,
Internet, etc. it provide stylish better quality and different products keeping in view
its cost
LIMITATION OF SEGMENTATION
Because of segmentation, Levis faces some limitations.

Lack of awareness in middle class

Company has to pay extra cost for multi-advertisement.
In Pakistan they have to face several Cultural Barriers.

BRANDS

Brand is a name, term, sign, symbol or design that adds value to the products. LS &
CO. earns remarkable revenues throughout the year because its products are
considered to be the worlds largest quality products.
LS & CO. is basically divided into 3 sub brands i.e. Levis, Dockers and Levis Strauss
Signature. All the three brands are providing different quality products
Levis 2) Dockers 3) Levis Strauss Signature
PRODUCT ATTRIBUTES
Products are usually considered to be the No.1 factor contributing towards building
goodwill of a firm. A product should be unique, durable, reliable, comfortable and
economical. Following are some of the basic attributes of LS&CO.S products

Variety
Features
Design
Color
Size

SKU AND VARIANT

Jeans Pant
Shirts
Sunglasses
Cotton Pant
Balts
Wallet
Ladies bag
Jacket
Shoes

PRICE
It can be simply defined as: The currency value charged to a Client by the
company for a product or service.
Price is one of the most important elements of the marketing mix, as it is the only
mix, which generates a turnover for the organization. The remaining 3p's are the
variable cost for the organization. It costs to produce and design a product; it costs
to distribute a product and costs to promote it.
List Price

Levis all products are sold at listed price, which are settled by the
There is no discount to offer.

Company.

Credit Sales
Levis also deal with credit sales, but dont overcharges to the customers, Products
are only sold for cash or on credit cards
Discount
Levis dont give the discount to its customers, even to employees of the Levis. Our
prices are fixed.
Price Determination
During the determination of the price company not considered the competitors, but
the standard that is used is considered
Levis price is influenced by the following factors:

Cost of the product

Affordable for the target market
Demand of the product
Uniqueness and innovative features of the products

COMPETITORS
We are much proud to say with surety that our products completely satisfy our
consumers, thats why we dont face much competition in our business. But yet
there are some competitors which are growing now a day.

Zara
GAP
Next
Wrangler
Old Navy
Bershka

PLACE
Placement objectives are as follow

To equalize the demand and supply of products at all places

To provide desired products at proper place
To fulfill the requirements of every locality according to the taste of the
people
To increase the brand equity by reaching every corner of the world

CHANNELS
Channels of Distribution
LEVIS distributes JEANS by the Channel Members that is through retailer and
wholesalers.

STRATEGY
Levis Strategy for choosing channels is according to Product: Mostly Levis is limited
to his wholesalers; because the unit value is high and cost related issues occur.
COUNTIRES
These countries are
Australia, Bangladesh, Brunei, China, Guam, Hong Kong, India, Indonesia, Japan,
Korea, Malaysia, New Zealand, Pakistan, the Philippines, Singapore, Sri Lanka,
Taiwan , Thailand.
Bahrain, Israel, Jordan, Kuwait, Oman, Qatar, Saudi Arabia, United Arab Emirates
Angola, Botswana, Mozambique, Namibia , South Africa. Argentina, Belize, Bolivia,
Brazil, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras,
Nicaragua, Panama, Paraguay, Peru, Uruguay and Venezuela.
PAKISTAN:
In Pakistan it operates in the following cities:Lahore, Faisalabad, Islamabad, Karachi, Multan, Peshawar, Rawal pindi and Sialkot.
PROMOTION
Sales promotion
For the promotion of sales adopt a very effective but strategy. Levis pays publicity of
its products. Promotion of levies is done relations. The sales target the end
consumers. JEANS are in growth therefore, the promotional persuading of
prospective buyers
Personal Selling
Personal selling by the representative of the organization takes place face to face
with final consumers.
Mass Selling
Levis does mass selling to inform a bulk of persons by advertising

ADVERTISING
The type of advertising used by LEVIS
Competitive advertising
The advertisement given by the LEVIS stresses on the demand of the product and
enhancement of its features.
Institutional advertising
Levis uses institutional advertising to promote companys image by saying Many
Copy the Red Tab No One can copy the Original
Advertising mediums:The advertising media used by the company are Television, Fashion Magazines ,
Newspapers Internet, Bill boards ,banners etc

TRADE OFFERS IN 2015

Now- a-days for promotion following offers are present for the customers
For every purchase of Rs. 3000/ on the new brand 5 the customers get a coupon.
And customers can win a new LG air conditioner.
501 Scarred
What's your story? The best story wins an iPod.
Levi's Lady Style
Get a Swarovski designer tattoo with every purchase of "Levi's Lady Style"
Father's Day
Purchase Dockers Product worth Rs.2000 and above to get a branded Dockers Cap

RECOMMENDATIONS:
First of all the Levis products are considered as the most durable product. Therefore
that area is secured.
But the areas which levis lacks is high price. If levis lower down its prices to some
extent the sales volume could be increased to a very large extent.
The brand name of Levis is well recognized. We saw in the survey results that most
people just to maintain their high status buy Levis products.
Levis pays its maximum attention to the mens wear. Although the women section
and kids sections are present but they are not full filling the requirements much.

A lot of importance should be given as far as the advertisement is concerned. They

should stress on promoting their products especially through TV media
Levis dont have good trade offer, so they to work on this part as well