LEVIS

It was founded in 1853 by Levi Strauss. On May 20, 1873 : U.S. Patent and Trademark Office grants Levi Strauss & Jacob Davis a patent on the process of riveting pants. In 1886 the Two Horse brand leather patch, a symbol of the pants Strength is first used on his jeans. 1934 LS&CO. creates "Lady Levi's," the company's first blue jean for women. The Levi's brand eye-catching Red Tab Device was added to the jeans in 1936. Placed onto the right back pocket with the word "Levis" stitched in White capital letters, it differentiates Levi's jeans from competitors. Levis jeans famous arched back pocket stitching is called the accurate.

PRODUCT PORTFOLIO MENS TOP: Tees, polos, shirts, sweaters, sweatshirts, jackets BOTTOM: Jeans, pants, cargos

WOMENS TOP: Tees, tops, shirts and blouses, tunics and dresses, sweaters and sweatshirts, jackets. BOTTOM: Skirts, jeggings, jeans.

The stores also sell the LEVIS range of accessories including Footwear, Eye Gears, Caps, Belts, Leather Wallets, Carry Bags.

The segments identified were: - Trend Initiators - Trend Influencers - Early- Adopters - Traditional - Value-Driven

Trend Initiators

LEVI'S REDLOOP, LEVI'S VINTAGE

8000 onwards

Trend influencers

PREMIUM SPECIAL EDITION

5,500 - 8000

Early adopters

LEVI TYPE 1,PURE BLUE, ENGINEERED JEANS, SILVER TAB

3000 5,500

Traditional

RED TAB

1,500 - 3000

Value driven

LEVI STRAUSS SIGNATURE

Under 1200

DENIZEN/ SIGNATURE (2006) Launched in 2010 Price band (799-1499) Target age group (18-28) POSITIONING : Denizen is positioned value product and signature as a mid premium, only difference is perception of consumer. RED LOOP Ultra premium Price band : above 8,000 Target age group: 18 35 RED TAB Age group: 13-24 Premium brand

DOCKERS collection of business casuals Introduced in 1986 ( Men )

1987 Introduction of womens collection 1995 Launched in India Introduced wrinkle free, cargo, stretch, never iron, and classic fit. Now company has decide to phase out the Dockers for various reasons. company found out that Indian purchase more than 100 million pairs of jeans every year. So they want to focus on that only. It was sandwiched between Jeanswear and formals. Average selling price for a pair of Dockers 2,200 2,500. Target age group (25 - 40)

PRICING OBJECTIVE: LEVIS (India) objective as far as price is concerned is sales oriented as LEVIS has penetration plans in India. This can be supported by the following facts: 15 exclusive stores every year to be opened in India

Eyeing metro malls and state capitals

To enhance capacity from existing 32 vendors across India

LEVIS is accelerating its focus on low-priced street wear product initiative- LEVIS SYKES, which is expected to drive overall volumes and also penetration in non-metro markets. The concept of a low-priced street wear sub-brand Sykes is a India-only strategy for the denim MNC Levi Strauss. Sykes aim: to tap the youth in the age group of 15-19 who have a preference for fast fashion, fads, and experimentation and higher receptivity to value for money proposition.

Some of the important changes/developments made by LEVIS in the recent past are as follows: Levis India plans to vacate the middle price segment and plans to concentrate on the lower and the higher end- which is the value offering-will see a further fall in price. On the other hand the premium segment will see an increase of about 15% in average pricing and increase to about Rs.4, 400. Reason behind LEVIS vacating the mid price segment attributes to the minimum growth in the segment & share being taken up by local brands that are more acceptable to the local conditions (SPYKAR, KILLER etc.)

Relationships between Top-of-Mind Recall and Total Brand Awareness

BRAND AWARENESS Vs. Top of Mind Recall

50 45 40 46

LEVIS
38

35
30 25 20 15 10 5 0 0 10 20 30 40 50 12 20

SPYKAR
26

34

WRANGLER

60

70

80

Brand Preference Behavior ( in % ) SPYKAR : 62 WRANGLER :27 LEE : 11

Target market: The Company makes clothes for men, women, teens and children, so every one is a potential customer for Levi Strauss & Co. Levis generally appeals to more mature generations not necessarily looking to make a fashion statement. Slates offers decent and sophisticated clothes and this line includes products such as shirts, sweaters, dress pants, suits and casual pants to meet the needs of customers ranging from the age of 25 to 34. Dockers, on the other hand, is designed to appeal to all ages and groups, this product line offers more fashionable clothes, it specializes not only in jeans but also other apparels.

SWOT ANALYSIS: LEVIS STRAUSS & CO. Ltd: based on LEVIS STRAUSS unique resources and capabilities and one of the top ten recognized Indian brand. LEVIS has to continue developing new products (as the jacket with MP3) and looking after new markets, this will allow to adapt to the fast consumers taste changes and to move away from the saturation of the jeans market.

STRENGTHS: History Brand name Finance and access to international capital Management Expertise in the jeans industry (R&D) Distribution channels & global sourcing

WEAKNESSES: High costs of brand protection Lack of control over quality (licencing) Lack of control over distribution decisions (retailers pressure to stop selling on the web)

OPPORTUNITIES: Arising of new market segments Technological development lower production and coordination activities Low manufacturing and production costs in international markets Development in other industries such as electronic (MP3 PLAYER) could pose new opportunities for complementing new LEVIS products Total market for casual wear is growing THREATS: Saturation of the jeans market Competition from products of the higher end of the market Economic downturns in some countries Fast changes in the consumer tastes Local regulations on the advertisements in countries like India, china Lack of protection of property rights Increase in the local competition