Individual Assigntment Marketing Plan Of Levi’s.pdf

Target market & Product - Target market: Levi's has developed its strategies through a combination of geographic, demographic, and segmentation strategies.. And, creating a position of

INDIVIDUAL

ASSIGNTMENT Marketing Plan of Levi’s

Class : MKT101_FA22_2-HCM-FALL2022

Course : MKT101 Marketing Principles –

Student ID : SE150453

Name : Ph m Lâu ạ

OCTOBER 18, 2022

1 Introduction 2

a Vision & Mission 2

b Target market & Product 3

2 The Microenviroment 3

a The company 4

b Marketing mix 4

3 The Macroenviroment 8

a The demographic 8

b The technological 9

c The cultural 10

4 How apply the company's marketing principles to produce a positive outcome? 11

5 Conclusion 11

6 References 11

1 Introduction

- The Levi Strauss brand was invented in 1852, it originated from

an immigrant from Bavaria, who opened a dry goods company

in San Francisco, California In the course of his work, he realized the need of hard workers is when clothes are made to endure anything He and tailor Jacob Davis combined copper studs with sturdy denim, resulting in the bib overalls that were invented in 1873 Today, they call them "blue jeans"

- Advances began as an invention for the working classes of America and soon became the uniform of progress worn by miners, cowboys, rock stars, presidents and men everyday men and women , functional devices are the clothes that people not only wear every day, but also as a spiritual food both while working and watching The costume is like a treasure that will live a lifetime But Levi's is more than that They are realistic forms of self that exude all of its purest features including the imprints of life, the shape of our bodies, the memories of our adventures Levi Strauss & Co is one of the world's largest apparel companies and a world leader in jeans We have about

500 stores worldwide and our products are available in more than 100 countries The Levi's brand is just one part of our story We are also home to Dockers and Denizen

a Vision & Mission

- Levi’s Mission statement: To deliver profits through principles to make an outsized impact on the world

- Levi’s Vission statement: We are the embodiment of the energy and events of our times, inspiring people with a pioneering spirit

b Target market & Product

- Target market: Levi's has developed its strategies

through a combination of geographic, demographic, and segmentation strategies This basically serves to build different types of services according to the market and customer's choice Levi's chooses a strategy to have the main goal of hitting a wide range of requirements and needs to convince each segment of customers And, creating a position of Levi's Market is quite

straightforward and uniformly competitive but will drive the core brand to create value for money priority for customers And it is also a big reason why it affects its customers widely and has a certain reputation for

experiencing supply and demand when it comes to specific strategic goals

- Product:Levi's iconic products are denim jeans also known as Blue Jeans, Dungarees, Denims, or Levi's, trousers originally designed in the United States by Levi Strauss in the mid-19th century as clothing durable labor, with seams and other bearing points reinforced with small brass studs Besides being famous for denim jeans, Levi's denim jackets also offer a wide range of products

including skirts, jeans, underwear, shirts, dresses, overalls, belts, accessories and many more other Its denim jeans are further categorized by styles such as Taper, Skinny, Boot cut, Slim, Flare, Relaxed, Moms, and Big and high The most unique part of these denim pieces is, it

associates a three-digit number with its jeans for a distinct Levi's look

2 The Microenviroment

a The company

- Founded in 1853, Levi Strauss was a wholesale dry goods store in San Francisco, called Levi Strauss & Co

Realizing the need for working pants that could hold up in harsher conditions, Jacob Davis, a tailor, created the first pair of jeans jeans In 1873, they received a US patent for

"waist overalls" with metal studs at points above the waist line The first product line designated by the number "501" was launched in 1890

- Today Levi's is one of the world's largest branded apparel companies and a world leader in jeanswear We design and market jeans, casual wear and related accessories for men, women and children under the Levi's, Dockers, Signature by Levi Strauss & Co and Denizen

b Marketing mix

 Levi's product strategy

- The brand has built a loyal following of Levi's jeans and created a quality-first mindset to ensure that their

customers are used to style, class and style and the reliability that Levi's provides, customers do not want to switch to any other brand

- To create a product, there are about 30 steps involved in the production of a pair of Levi's jeans, which tell you the production skills, care, meticulousness in each stage and unique design Unique, durable double seams, 5

convenient pockets help Levi's stand out among the jeans

on the market

- And, with color variations like khaki, black, gray, and green gaining recognition year after year, Levi's classic blue jeans are the brand's standout piece in the Levi's

range Its jeans come in a variety of fit styles: tapered, slim, boot cut, skinny, flare, relaxed, and big and tall Each pair of jeans has a uniquely identifiable 3-digit sequence

of numbers ranging from 500, 501 for men and women to

300, 400 for women With certain successes, the company has believed in innovation and product differentiation to cope with the competition in the industry and create a unique brand identity for each product once created

 Levi's Pricing Strategy

- The company has a policy of maintaining standard prices worldwide Levi's segmented many segments to make it accessible to a wide range of audiences such as the mid-range price mid-range for middle-class people, and finally the luxury, high-end segment for upper-class parts

- Owning a brand is an established company, price

segmentation is a very important strategy when the price

of Levi's jeans is affected by many factors such as

affordability to target customers, spending cost and demand of the product, the well-known features and uniqueness of the product

- Typically, In India, the price of Levi's jeans ranges from

1299 to 7000 INR, suitable for both luxury style and price sensitive customers The company also listens to the needs

of the customer's income level to follow the policy of price discrimination in different countries, which means the same product with different prices in different countries

to create a balance and stability on the company's price laws

 Placement Strategy of Levi's

- Levi's Strauss and Co.'s operations take place in three main geographical divisions: Levi's Strauss Asia, Levi's Strauss Europe and Levi's Strauss Americas Levi's headquarters is in San Francisco The operations of the Middle East Asian regions such as Oman, Kuwait, the United Arab Emirates and Qatar are also managed under Asia-specific divisions

- The company maintains efficient and effective supply and distribution chains through an innovative franchise model, the distribution chain is duly formed to provide customers with different purchasing options from distribution channels existing stores, including franchisee-owned retail stores and showrooms

- Currently, Levi's has more than 15,000 franchised stores and approximately 3,500 stores worldwide

- It is available in around 1500 stores across India including

400 multi-brand stores and exclusive stores like Lifestyle and Shoppers Stop

 Promotion Strategy of Levi’s

- Levi's uses all types of media for its advertising activities such as TV, newspapers and magazines The company spans various social media platforms to increase its reach

to customers

- Levi's has always had a tendency to care about the individual and unique side of customers, established by

the "Be Yourself" campaign that received a lot of good reviews in terms of proximity marketing Levi's has held public exhibitions in Europe to not only promote itself, but also to mark its development almost 150 years ago

- Especially in India with the help of print advertising, internet, billboards, TV commercials, hoarding, through brand ambassadors like Akshay Kumar and now Deepika Padukone, Levi's has managed to find a large audience to serve

c Competitors

- On the way of development, Levi's encountered many difficulties and faced stiff competition from rival garment manufacturers Those competitors include Gap Jeans, Calvin Klein, Tommy Hilfiger VF Corp The entry of rivals led to the end of the Levi's monopoly era Rival companies offer competitive prices, causing Levi's war to lose customers significantly In addition, competition has reduced Levi's profit margins each quarter Companies like Calvin Klein and Gap Jeans competed fiercely with Levi's as a piece of cake that Levi's left to competitors that were on par with Levi's in all respects

- And opened a major turning point for Levi's when Calvin Klein's main competitive advantage was its ability to produce products that appeal to high-end consumers Indeed, Calvin Klein has stolen a significant portion of its high-end clientele by Levi's On the other hand, Gap Jeans

is famous for producing low-end consumer-oriented garments Levi's focuses primarily on middle- and high-income earners As a result, it lost the low-end jeans market to the then-gap brand

d Publics

- Levi's gradually listens to customers' wishes and the company wants to organize many events to strengthen relationships with customers At the same time, personal salespeople require Levi's employees to meet end

customers so that they have the opportunity to interact with them and learn about their tastes and preferences The outlet store organizes fashion-oriented events in each season to enhance customer loyalty to the brand However, events are only applied to members of Levi's to create a synchronized ecosystem for each specific customer that was previously close to the brand

e Customers

- Levi's wants to create incentive programs for customers and loyal customers called Levi's Loop Levi's Loop is an online program that encourages customers to associate with Levi's brands Individuals participating in the program benefit in different ways when purchasing products And, the information of each member is saved

so that when there are promotions, customers and

longtime loyal customers will receive updated information about new products In addition, earn points when

purchasing Levi's goods and they can withdraw money using the accumulated points for purchased products

3 The Macroenviroment

a The demographic

- According to the assessment of many major partners, Levi's has segmented its target market by gender, income, age, occupation and social class Levi's makes apparel for both sexes The company produces shorts and jeans for both men and women In addition, it makes shirts and t-shirts for both genders women have a wide range of

products that they can buy at Levi's and the company continues to launch innovative brands of women's jeans Recently, the company produced Levi's Curve ID for women Curve ID three separate suits for women There are bold curves, demi curves and a slight curve It implies that the company can serve all women regardless of their body shape in order to satisfy the demand for satisfactory standards of the products created

- According to McGowan, Levi's is mainly aimed at high-income people and the company's branded goods will mostly be in the luxury category So most people with low and middle income can't afford it Despite its focus on high earners, the company doesn't ignore middle earners Levi's markets its products at a variety of prices to serve middle-income people The company's brands range in price from AUD 30 to AUD 600

- Levi's has been segmenting the market by different age groups Today, the company targets children, teenagers and adults to achieve this success, Levi's lies in its ability

to target to a broader market segment for the whole world,

so at that time the company could hardly lack customers when its largest market share consisted of young people According to many statistics, in 2008: <Many teenagers buy 514 pairs of company jeans, 569 wide leg jeans and

501 original jeans= It was like a strong explosion that created a turning point when Levi's chose the right young energetic guests

b The technological

- To create a piece of each accessory, Levi's consulted, meticulously crafted the default production techniques for

jeans, and applied the art of four-way stretch denim to create The fast-resilient and stretch-free fabric has helped bounce back during women's day-to-day business

operations and has helped grow the brand's revenue from under $800 million to $1 billion per year years from 2015

to present And, that second innovation is wearable Levi's technology: Levi's celebrated the 50th birthday of their iconic jacket with the Levi's Commuter x Jacquard by Google Jacket The suit is inspired by cyclists, allowing wearers to control their iPhone from the sleeve of their jacket Then, Levi's optimized the technology for ride sharing, road noise monitoring and location sharing to hit the application of optimized positioning technology technology implicitly integrated into the denim fabric on the shirt light and highlight on that shirt

c The cultural

- The human element: Our company culture allows

employees to take an active role in their communities and

be core agents of positive change, using their own voices and emotions volunteer their time to make a difference on the issues that are most important to them So we look for ways to engage our employees on the issues that matter, bringing them together to create opportunities for

engagement and work toward real solutions

- about products: The company has been active in many areas of society to donate our reusable products to support the needs of communities around the world in times of crisis

4 How apply the company's marketing principles to

produce a positive outcome?

- Levi's puts their profits, people's efforts, and their products have worked in more than 100 countries to protect equality, to support disadvantaged, vulnerable

organizational communities and to contribute to the way forward building a more sustainable future for the community Levi's default corporate values - empathy, originality, integrity, and courage - guide every decision the company makes and every action taken to realize results that have a potentially cohesive outcome between person to person

5 Conclusion

- Currently, Levi's is one of the oldest brands with a lasting culture with a signature on denim jeans, which is also one

of the company's strengths when it comes to creating a specialized marketing mindset for customers customers and loyal customers to create a buzz in the fashion world today However, there are some points that need to be improved by Levi's as the company's campaigns are still lagging behind competitors in the segment in which other competitors aim to compete strongly in the digital

technology segment on media widely across the market However, Levi's has to focus more strongly on the media marketing and strongly on social platforms while releasing new products to attract more customers' eyes

6 References

[1] Levi Strauss & Co Mission, Vision & Values

https://www.comparably.com/companies/levi-strauss-co/mission

[2] Levi's Target Market