Download - ppt on levis
Brand depth & brand breadth
Presented By:Bhavna
RajlakshmiMeenakshi
INTRODUCTION
Levis Strauss
Established in 1853 by Levi Strauss
A premium brand in apparel segment operating globally
Headquartered at San Fransisco with total Employee Base of 10,000+ staff
DEPTH AND BREADTH OF BRAND AWARNESS
• Depth : the depth of a brand awareness measures how likely it is for a brand to come into mind . A brand we easily recall has a deeper level of this awareness.
• Breadth : the breadth of brand awareness measures the range of purchase and usage situations in which th brand element comes to mind and dependa to a large extent on the organization of brand and product knowledge in the memory.
Levis Product & Brand Portfolio
DENIM PANTS NON-DENIM PANTS
SHIRTS JACKETS OTHER
LEVI’S DOCKERS DOCKERS LEVI’S SIGNATURE
LEVI’S 501 LEVI’S SIGNATURE
LEVI’S SIGNATURE
LEVI’S ENGINEERED JEANSOTHER
PRODUCT PORTFOLIO
Bran
d P
ortf
olio
Levis Pricing
LEVI'S REDLOOP, ( Trend Initiators) > Rs 8000 onwardsLEVI'S VINTAGE
PREMIUM SPECIAL EDITION (Trend Influencers) 5500 – 8000
LEVI TYPE 1, PURE BLUE, (Early Adopters) 3000 - 5500ENGINEERED JEANS, SILVER TAB
RED TAB (Traditional) 1500 - 3000
LEVI STRAUSS SIGNATURE (Value Driven) < 1200
Study Results
DESCRIBING SURVEY RESPONDENTS
AVERAGE AGE 24.29
OCCUPATION
STUDENT 57
JOB 35
OWNED BUSINESS 08
USER TYPE
CONSERVATIVE 50
OUTGOING 23.52
CUTTING EDGE 38.23
AVERAGE INCOME 21,308.83
BRAND AWARENESS & SALIENCE
20 30 40 50 60 70 800
5
10
15
20
25
30
35
40
45
5046
3834
26
20
12
BRAND AWARENESS Vs. Top of Mind Recall
LEVIS
SPYKAR
WRANGLER
TOMR FOR LEVI’S IS 38
TOMR FOR SPYKAR IS 26
TOMR FOR WRANGLER IS 20
BRAND PREFERENCE
6227
11
BRAND PREFERENCE
SPYKARWRANGLERLEE
Results suggest: perceived alternatives to Levi'sSpyKar, wrangler, lee are the preferred alternatives
Profiling: Brand Usage
8
4639
7
BRAND USAGE
ALWAYSSOMETIMESON SPL. OCCASIONSNEVER
LEVI’S can be considered as a ‘young brand’ as average age of users is 2550% of the users are ‘outgoing’ customersUsers have enough purchasing power as average income is nearly 20,000Levi’s is considered as clothing for special occasions which represents its equity
Brand Image Ownership
32.35
35.295.88
29.41
CUSTOMER ASSOCIATION WITH LEVI'S
TRENDY DENIMWEARGOOD PRODUCT QUALITYECONOMICALHIGH-END DEN-IMWEAR
RESULTS:Customers consider Levi's as a brand with good product quality majorly(35.29)These enables us to paint a good picture of how customers ‘see’ Levi's as a brand.
Brand Attitude
Importance of benefits/benefit claims to customers: (% of respondents)
Benefits essential Desirable Not required
Brand name 52.94 44.11 5.88
Design/style 47.058 44.11 11.76
Price 41.17 47.058 14.70
Product quality 61.76 35.29 5.88
Comparative Analysis : Brand Name
BRANDS DELIVERS BENEFIT
OKAY JOB DOES NOT DELIVER
LEVI’S 50 29.41 20.58
SPYKAR 47.05 41.17 14.70
WRANGLER 26.47 50 26.48
LEE 47.05 29.41 23.52
RESULTS:Levi’s is the leader in delivering the brand name benefit20.58% of respondents feel Levi's does not deliver benefit Only 14.70% of respondents feel that SpyKar does not deliver benefit at all
Comparative Analysis :Design/Style
BRAND DELIVERS BENEFIT OKAY JOB DOES NOT DELIVER
LEVI’S 61.76 14.70 26.47
SPYKAR 23.52 52.94 26.47
WRANGLER 32.35 44.11 20.58
LEE 32.35 32.35 38.23
RESULTS:Levi’s again emerges to be a leader in delivering the design/style benefitOnly 20.58% of respondents say wrangler does not deliver the benefit at all as compared to levi’s 26.47%
Comparative Analysis: Price Benefit
BRAND DELIVERS BENEFIT OKAY JOB DOES NOT DELIVER
LEVI’S 47.05 29.41 23.52
SPYKAR 41.17 38.23 20.58
WRANGLER 26.47 41.17 32.35
LEE 29.41 32.35 41.17
LEVI’S is facing tough competition in this category as only 20.58% of respondents feel SpyKar does not deliver benefit as compared to 23.52% .
Comparative Analysis: Product Quality
BRAND DELIVERS BENEFIT OKAY JOB DOES NOT DELIVER
LEVI’S 52.94 20.58 29.41
SPYKAR 50 32.35 20.58
WRANGLER 29.41 41.17 32.35
LEE 35.29 26.47 41.17
Thank You