LEVI’S STRAUSS &

CO.

INTRODUCTIONFounded by Mr. Levis Strauss in 1853.imported fine dry goods - clothing, bedding, combs, purses and handkerchiefs from New York and sold the goods to the small general stores.In late 1870 Jacob Davis, a Reno, Nevada tailor, started making men's work pants with metal rivets at points of strain for greater strength.On May 20, 1873, Strauss and Davis received United States patent #139121 for using copper rivets to strengthen the pockets of denim work pants.

In the 19th century most of the jeans were sold to mainly to Sailors and men with rigorous occupations as Jeans was a very tough and sturdy clothing option.The Modern Levi’s Jeans began to appear mainly after 1920, and experiences accelerated growth during world war 1 when it became an essential for the defense personnel.

The organization grew in thirty years toinclude a sales force of more than 22,000, with 50 plants and offices in 35 countries.In 1950’s and 60’s jeans became a rage amongst youth and various subcultures.

JOURNEY OF LEVI’S1853

1873

1890

1920

1930

1934

1940

1965

1950

1980

1984

1991

1999

2011

LEVI’S STRAUSS SIGNATURE

In 2003, Levi’s launched Levi’s Strauss Signature targeting the price sensitive customers who purchased their apparels from Wal Mart and other big discount stores. LS Signature became a rage amongst youngsters with their innovative and affordable designs and offerings.

A LEVI’S MEANS. . .Levi’s is synonymous to Jeans. Trust Quality StyleComfort DurabilityA denim beyond age, time and fashion trends.

TARGET MARKETLEVI’s specifically targets customers falling under:

a) Upper Classb) Upper Middle Class

emphasizes more on the age group of 13-24 (youngsters), although it has its product range for people with above 30 yrs age.

Its strategy is basically on having long-term relations with their customers by designing jeans, shape, color, and cloth so that fun mix and match clothes with accessories in style of fashionIn 1930’s Jeans were positioned as being worn by “cowboys”. Consumer demand shifts from durability of jeans to fashion of jeans.-Culturally, jeans became symbol of youth and rebellion.

CURRENT TARGET MARKETSAge 15-30Male & female Fashion consiousStudents & young professionalsMiddle income

VALUES:-Self expressionAuthenticityPeer acceptenceTrendsetterEffortless cool

Age 30-50Male & femaleProfessionals & blue collarHave been wearing levi’s since their youth

VALUES:-Sense of loyaltyAmerican spritFamiliaritySelf expression

FUNCTIONAL BENEFITS

• Mobility• Protection• Durability• convenience

• Trendy• Classic styling• Innovative technology

• Variety of prices• Variety of sizes/styles• Collection optimized for specific needs

EMOTIONAL BENEFITS

EXPRESS YOURSELFAND BE ACCEPTED BY SOCIAL PEERS

FREEDOM TO BE CONFIDENT

ACCEPT YOURSELF AS YOU ARE AND

EXPRESS YOUR CONFIDENCE

BRAND CONCEPTLevi’s gives everyone the opportunity to craft

experiences and opportunities by building confidence through durable clothing.

BRAND IDENTITY

COMPETITORS & SEGMENTATION APPROACH

Threatened by competition, because barriers of entry were relatively low in the jean market. (excluding the patent).Some of Levi’s competitors include:––Calvin Klein, Gap Jeans ,VF Corp (Lee, Wrangler),Tommy Hilfiger.The entrance of new competitors had many effects on Levi’s.More competitive prices leading to lower profits. Availability of substitutes firm faces increase in elasticity of demand.

Brand Loyalty––The word “original “ is used many times.––Some television ads are set in the late 1800s, stressing the historic value

of ads the company. Levi’s, Dockers, Denizen and Signature brands which are trusted . Recognized for their quality, integrity and originality.Levi’s and Dockers denim and khakis set a standard by them. These newer upstarts are able to “chip away” at Levi’s market dominance because they are able to capture segments. VF Corp captures low--end jean consumers. Calvin Klein captures high--end consumers

Company was forced into radical cost--cutting, closing dozens of factories and

laying off thousands of workers.The premium jeans market has over the last five years largely sales grew at 40--45% rate for multiple years.Posting declining sales in nine out of ten years prior to 2007.With the rise of competitors and decrease in brand image, Levi Strauss & Co. makes use of edgy advertisements.

POINTS OF PARITY

Accessibility

Convenience

VarietyQuality

Fitting jeans

POINTS OF DIFFERENCEAuthentic

Original

Innovation

Premium price

VALUES. . .EMPATHY- waiting in other people’s shoes

ORIGINALITY-being authentic and innovative

INTEGRITY-doing the right thing

COURAGE-standing up for what we believe

PERSONALITY. . .REAL-rooted in who we are and put or values into action

ADVENTURES-seek advanture and encourage explorations

MOTIVATED-remain focused and deliver on your promises

CONFIDENT- freedom to yourself

RECOMMENDATIONS Enhance Levi’s relationship with key target

audiences and develop an optimized brand and communications platform specially targeted to the Urban demographic.

Building on our legacy and driven by our value, we want to empower young Urban adults to seize opportunities that matter in their lives, and follow their own American dream.

TAG LINESA style for everything.

Have you ever had a bad time in levi’s?

Quality never goes out of style.

Levis.original jeans.originalpeople.

THANK YOU…