Bài tập tình huống Marketing Management Phân tích thị trường LEvis phân tích thương hiệu Levis Bài tập tình huống về Case Levis Tuyển tập các bài tập tình huống Marketing Tuyển tập các bài tập tình huống Marketing Quốc tế
Trang 1EVEN LEVI’S CAN MAKE MISTAKES
CONCEPTS NEEDED Market research Marketing model
During the 1980s, Levi‟s U.S division was
looking at ways of diversifying away from
its heavy dependence on a jeans market that
appeared to be saturated They had already
introduced Levi‟s shoes, shirts and socks,
which sold quite well among people who
were already buying Levi jeans Now they
wanted to move into the market for higher
priced clothes, in order to attract a new type
of customer to the Levi Strauss brand As
menswear had always been their biggest
seller, it was decider to concentrate on the
male market first
To decide how to meet this objective, a
market research company was commissioned
to investigate men‟s purchasing habits and
attitudes to clothes (a Usage and Attitudes
study) A large quantitative survey was
conducted among a quota of 2,000 men who
had recently spent at least $50 on clothing
When analyzed, the survey revealed that the
entire menswear market could be segmented
into five types of buyer:
Type 1: Traditionalist (probably over
45; department store shopper, buys
polyester suits and slacks, shops with
wife)
Type 2: Classic Independent (a real
clothes horse; 21% of market, yet
buying 46% of wool blend suits,
buys at independent stores; expensive
tastes)
Type 3: Utilitarian (wears jeans for
work and play; 26% of the market;
Levi loyalists)
Type 4: Trendy Casual (buying
„designer‟, high fashion clothes,
might buy 501s, but usually
considers Levi too mass- market;
19% of the market)
Type 5: Price Shopper (buys
whatever and wherever the lowest
prices are found; no potential for
Levi; 14% of market)
As the Type 2 Classic Independent men fitted in with Levi‟s objective, the research company was asked to computer analyze the findings so that the behavior and attitudes of this specific group could be split out from the rest of the sample The large total number of interviews made it possible to have confidence in the reliability of the data from this sub- sample It emerged that Type 2 men wanted traditionally styled, perhaps pin- striped, suit; that they like
to buy through independent clothes shops or tailors, rather than at department stores, and that they liked to shop alone, whereas others liked having their wife/ girlfriend with them
To tackle this segment of the market, Levi‟s decided to introduce „Tailored Classics‟ a range of high quality wool suits, trousers and jackets The research showed that these buyers valued quality and fit rather than low prices, so they decided to price their range 10% above that of the competition To avoid direct product comparisons and to ensure that not too large a sales force was needed,
Classic Independent 21%
Traditionalist 20% Utilitarian
26%
Price Shopper 14%
Trendy Casual 19%
Trang 2Levi chose to distribute through department
store chains
Having decides on this strategy, its
acceptability to the target market was tested
via a series of group discussion These were
conducted by a psychologist who was to
look for the real motivations behinds
respondents‟ opinions or behavior The
psychologist reported that the Type 2 men
had two misgivings: first they were
concerned that the garments would be in
standard fittings, and so would not provided
the tailoring they wanted; second, although
they could believe that Levi‟s could make a
good suit, they still felt uncomfortable about
the Levi‟s name One said:
“When I think Levi think jeans If they‟re
making suits I have to be convinced”
Another felt that:
“If I went to work and someone said: Hey,
that‟s a good suit, Joe, who‟s it by? I
wouldn‟t feel comfortable saying Levi”
The company‟s marketing executives responded to this by deciding to concentrate
on the separate jackets and trousers in the launch advertising, and let suits
“slipstream” The Director of Consumer Marketing felt certain that:
“The thing that‟s going to overcome Levi‟s image for casualness as no other thing can, is
a suit that‟s made by Levi that doesn‟t look like all the other things we‟ve made Once that gets on the image that says: Oh, and they can also make a good suit when they put their mind to it”
Soon after this decision, salesmen started contacting retail buyers After four months
of selling to the trade, it was clear that the range‟s sales targets would not be met Even
a price cut did little to redeem the situation and Tailored Classics achieved only 65% of its modest sales targets
Levi‟s could only find consolation if they could learn why they went so badly wrong
Sources: Channel 4: “Commercial Breaks”; The Financial Times