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About levis
Levis is an iconic denim brand that originated the concept of branded jeans wear in India. It was launched 15 years ago
Worth of Levis
Levis is a premium brand of 220 crore INR in India. It is consistent in customizing its products for the Indian market.
Cargo Loose fit Slim fit Red wire Red loop Imprint
It has also tied up with Indian Fashion designer Tarun Tahiliani, for Diva, a premium collection that is launched in U.S. and is inspired with Indian outfits.
Levis also customized its product with special weather condition of the country. Light denim and khakhi were introduced
T-shirts
Jeans
Several non apparel products are also being launched by Levis Footwear Eyewear Innerwear Leather accessories like wallets and belts
Levis Blue Levis engineered jeans Levis vintage clothes Levis red loop
Target group
Pricing
Sub premium categaory ranges from 2500/- -4000/Style category ranges from 1200/- -2500/It has also got Diva range exclusive for women which ranges in a premium category
SWOT Analysis
Strength: Pioneer in jeans Location High employee involvement Well educated employee Diversity High business ethics
Weakness Too many cook spoil the dish Poor time management Excess of ethics Drop in performance
Opportunity Initially no competitors Disaster turn boon World wide expansion Diversified product range
Threat Price factor Too many competitor Local competitor in expanded market
Social responsibility
Believes in giving back to the society Earthquakes Charity Support people with aids
Business Ethics
Employee, customer and supplier satisfaction Support employeee involvement Levis diversity council Value for goodwill
Pressure to compete on price Proliferation of competitors Fragmenting markets and media Complex brand strategies and relationship Pressure to invest elsewhere
Brand identity
Brand association
Brand equity
Brand equity
Brand loyalty
Brand awareness Perceived quality Brand association Other brand assets
Value to customer
Value to firm
Launch
Levis Sykes
Completely indigenous sub brand. Comes at both denim and non denim. Trendy and street wear looks Aimed at college going students.
Wire embedded jeans. Facility of plugging an i-Pod. Targeting todays tech savvy youths
Levis in 2009 introduced EMI scheme which was the first ever scheme in apparels in Indian market. Unheard domain of business. Available in all Levis brands. Tactics to increase the off season sale plus the overall sale.
Exchange of the old Levis jeans with a new one. Availing a discount up to 1200/These ideas can become the source of values for buying.
Levis theme
Change your world
Stardom
By roping in fashion icons as its brand ambassadors Levis has added glamour quotient to its style, glamour and fashion. Bollywood stars are seen as fashion inspiration when it comes to gashion. It can create a brand association
Stars to cast
And now
Akshay
kumar
Print ad
Presenting Levis Imprint, the jean that gives wearers the freedom to create a uniquely faded, worn look and rugged finish. You create your personal imprint as you wear your jeans. Walk, run, play, dance or lounge in them The more you wear them, the more it will imprint and reflect your motion and lifestyle. Levis Imprint Jean comes in regular and slim fits, and are available in key Exclusive Levi's Stores
Online ad
Billboard Ad
Levis customized chevrolet Beat has set up for PAN India tour. A 10 week programme where youths will be interacted on the issue to change the world initiative.
Initiative of the campaign is to find out the best youth for personifying the theme of Levis
Award: 1 Lakh
A campaign inviting young Rock bands of India to create original Music and post it on the Levis website. The band which will be played and downloaded for maximum time will emerge as winner Winner to get a chance to perform a 3 city stage concert. Band will aslo get a chance to create their own music video.
Customer can get a assured gift on any levis prizes. Prizes will be deeply rooted on levis themes. One of those lucky owner of gifts will be declares as the mega winner Winner gets chevrolet Beat Grand prize.
Co-branding
Consumer gift, which is to be given, will be a tie up with Apple for its different product like I-pod, I-phone and Mac books
Various international brands such as Ralph & Lauren, Diesel and GAS have become more aggressive in India. There is a need for niche campaign for premium wear New brand experience can be developed by the consumer.
With increasing number of youth catching on internet, Levis is engaging them in virtual world. Own website Twitter Facebook. New initiative can be talked of the brand it has taken up.
A photo shoot with Priyanka Chopra can be won by answering 5 question on the Levis website.
In store
Levis has collaborated with Art college of different city to display their work on Levis and its theme in its store.
Superiority Unmatched