Levis:

Type : Private Industry : Clothing Founded : 1853 Founder(s) : Levi Strauss Headquarters : San Francisco, California, U.S.

Calvin Klein:
Type : Subsidiary Industry : Clothing Founded : 1968 Founder(s) : Calvin Klein Headquarters : New York City, U.S. Parent : Phillips-Van Heusen

Customers profile:
Levis
Buyers: young, enthusiastic, impulsive people who seek variety and excitement. Customers are attracted more due to discount schemes offered Socials status consists of middle class as well as upper middle class Price range-1500 and above Dominated the youth culture in the market

CK
CK products dont compromise on quality, and are always fullprice. CK target the readers ,which consist highly independent professionals buyers. Whose income level is not disposal CK consists is for its socials status - i.e. upper class, upper middle class, lower upper class . Price range-2000 and above

Marketing Strategy:
Levis: Mission: The primary goal we peruse with our ECOCENTRIC CLOTHING is to provide an earth friendly product made from renewable materials to a large mainstream market.

Marketing Objectives: To improve market potential and superior product and service To maintaian and protect the global brand Increase the market share in products by annual average of 2.8% in the next 5 years Also, to maintain the global market share of denim product in the same

CK: Mission: The Calvin Klein Companys Becomes one of the first choice of products get the belief from consumers consumes widely. It creates products for many kinds of people, class ,sex and characteristic.

 With the need and preference of a specific target market, they made marketing strategy

Distribution Strategy:
The product line will only be available through our more prestige retail chainsthe product line will be available via internet, bringing flexibility and convenience to customers CK use Licensing to distribute products in the word.

SWOT Analysis:
Levis Strength: History Brand Name Management R&D Global Distribution Channel Ck Strength: Wide Variety Ads Loyal customers Good Strength Strategic Locations

weakness High cost Lack of control over quality Lack of control over distribution decision(stop online selling)

weakness Plain Interior design Price Range Conservative Design

Opportunity Arising new markets Technological development Increase in Population Threat: Saturation of jeans market Economic crises Increase Competition

Opportunity Arising new markets Technological development Increase in Population Threat: Other brands retail shops Alternative Products Economic crises

Indian Context:
Branded 42 % Unbranded- 58 % India still a huge market of unbranded products Difficult for brands to enter entry level segments in India Difficult to raise price Branded sill an urban phenomena Looks score above brand names in middle and lower segment Unknown product in lower segment area

Thank You