LEVIS

STRAUSS
& CO.
WE INVENTED BLUE JEANS
TARGET MARKET
LEVIs specifically targets customers falling under:
a) Upper Class
b) Upper Middle Class
It emphasizes more on the age group of 13-24
(youngsters), although it has its product range for
people with above 30 yrs age.
Its strategy is basically on having long-term relations
with their customers by designing jeans, shape, color,
and cloth so that fun mix and match clothes with
accessories in style of fashion
In 1930s Jeans were positioned as being worn by
cowboys.
Consumer demand shifts from durability of jeans to
fashion of jeans.
Culturally, jeans became symbol of youth and rebellion



COMPETITORS & SEGMENTATION
APPROACH

Threatened by competition, because barriers of entry were relatively
low in the jean market. (excluding the patent).
Some of Levis competitors include:Calvin Klein, Gap Jeans ,VF
Corp (Lee, Wrangler),Tommy Hilfiger.
The entrance of new competitors had many effects on Levis.
More competitive prices leading to lower profits
Availability of substitutes firm faces increase in elasticity of demand
Consumers prefer other brands Levis customers buy from
competition lowering Levis market share.
These newer upstarts are able to chip away at Levis market
dominance because they are able to capture segments.
VF Corp captures low--end jean consumers.
Calvin Klein captures high--end consumers
COMPETITORS & SEGMENTATION
APPROACH
Premium J eans
Levis failed to recognize booming premium jeans market,
originating in 2000 and led by brands such as Seven For
All Mankind, True Religion, and Rock & Republic.
Company was forced into radical cost--cutting, closing
dozens of factories and laying off thousands of workers.
The premium jeans market has over the last five years
largely sales grew at 40--45% rate for multiple years.
Posting declining sales in nine out of ten years prior to
2007.
With the rise of competitors and decrease in brand image,
Levi Strauss & Co. makes use of edgy advertisements


COMPETITORS & SEGMENTATION
APPROACH
Brand LoyaltyThe word original is used many times.
Some television ads are set in the late 1800s, stressing
the historic value of ads the company.
Levis, Dockers, Denizen and Signature brands which are
trusted .
Recognized for their quality, integrity and originality.
Levis and Dockers denim and khakis set a standard by
them.
The quality craftsmanship and premium fit in family
clothing have made Signature brand a benchmark.
Denizen brand as jeans for new generation .

DETERMINING THE
COMPETITIVE FRAME OF
REFERENCE
Competition
Lee
Wrangler
Pepe Jeans
Spykar

CATEGORY
MEMBERSHIP

Why do you wear Levis?

What makes us different?



POINTS OF PARITY
Accessibility
Convenience
Variety
Quality
Fitting jeans

POINTS OF DIFFERENCE
Authentic
Original
Innovation
Premium price


POSITIONING MATRIX
BRAND TARGET
GROUP
CONSUME
R NEEDS
COMPETITI
VE FRAME
BENEFI
T
REASON
WHY
BRAND
CHARACTER
Levis 13 to 30,
Urban,
Lifestyle,
Trend
Comfort,
Style
statement,
Fit, Trendy
Levis
Strauss &
Co.

Pepe Jeans,
Spykar
Style,
Comfort,
Quality
Authentic
,
Innovativ
e,
Reliable
Original,
High quality
Spykar 16 to 30 Comfort,
Style
statement,
Fit, Trendy

Spykar

Levis, Pepe
Style,
Trendy,
Quality

Fashiona
ble, Value
for
money
Young,
Vibrant
Pepe 16 to 25 Comfort,
Style
statement,
Fit, Trendy

Pepe

Levis,
Spykar
Style,
Quality
Very
trendy,
Great
comfort
International,
Hip
Wrangler 12 to 30 Comfort,
Style
statement,
Fit, Trendy

Wrangler

Levis,
Spykar
Fit,
Stitch
Trendy,
Value for
money
Rugged,
Very reliable
POSITIONING
APPROACH
Your Levis, Your Style
Comfort, Fit and Style
We Invented Blue Jeans
Innovative and trendy
Classic yet modern
Best quality
Dynamic
EVALUATION OF
POSITIONING
Precise, effective and clear
Image of great comfort and style
Pioneer in denims
Brand ambassadors
Strong message
Specific segment positioning
Presented By:
Aadil Ahmed (01)
Abhijeet Chowdhary (03)
Abhishek Sharma (05)
Akshay Gopal (07)
Ankur Dave (10)
Arushi Goswami (18)