Advertising and Promotions

Management Project

Category: Sports shoes

Brand: Levis

Presented By:
Aqil Karim 2009-01-0146
Bibhushan Harsha Bajracharya 2009-01-0081
Bilal Ensari 2009-01-0138
Raheel Ehsan Qureshi 2009-01-0119
Rizwan Nasurullah 2009-01-0148
 Survey Findings
Brand
Knowledge
 Brands Brand Awareness Usage

Levi's 59% 5%
Nike 100% 95%
Adidas 100% 68%

Usage Occasions
  Usage Occasion
  Office Home Fun events Outdoor Sports
Levi's 0% 4% 30% 52% 13%
Nike 0% 3% 15% 38% 44%
Adidas 3% 3% 10% 23% 61%

Purchase
Consideration
Purchase  Self  Trendy Price Store Brand Social 
Considerations satisfaction approval
Percentage 25% 23% 22% 4% 20% 6%
 Competitive Brand
Positioning
Nike Adidas Puma Cheetah
Positioning Sports, Sports Sports Sports

Target BL,outdoor
OBS,FBS BL, OBS, FBS BL,OBL,OBS BL, OBS, OBL

Audience
Demograp Young young Young, Young,

hics individuals professional professional

X Differentiated Differentiated, Differentiated Differentiated

Y-Z Both Y and Z Both Y and Z Y Y

I-D-U Product Product Product Product

features, features, features, features,
Brand equity, Brand equity, professionals professionals

A-B-E b celebrity e+ b celebrity e+ b e+ b e+

Shoe Category
 Advertising Planning Model
Informational Transformational

Low - involvement

High - involvement

•Problem removal
•Problem avoidance
•Incomplete satisfaction
•Mixed approach- avoidance
•Normal depletion

Affective (Feeler)
Strategy: Feel - Learn – Do
Objective: brand awareness
Attitude change
Emotional Arousal
 Behavioral Sequence Model
Data inputs WHAT (decision stages)
Need arousal Information search Purchase Usage
and evaluation
WHO - Self - store - self - self
(roles) - ads - friends
- friends - store staffs
WHERE - outdoor - ads - Levi’s store - self
( location) - sports - social gatherings
- social events
WHEN - Star of new season - week before - at spot - outdoor
( time and timing) - New events - sports
-social events
HOW - old shoes worn out - choose store/brand -lookout brand in -individual
(description) - watching others first and then go to given price range usages
particular store -design/ style
 Advertisement Strategy
• Target Audience: BL & FBS
• Differentiated location: Outdoor, Social
Events
• User as a Hero
• Importance: brand image associated
with young trendy lifestyle.
• Uniqueness: niche category (outdoor,
social gatherings) pairing with Jeans.
• Delivery: Brand Image associated with
Levi’s jeans.
• Advertisement depicting positive
 Positioning Statement

“For young individuals who want to

look cool and fashionable the
Levi’s shoes is a casual footwear
that makes them feel
distinguished, trendy and
confident. Unlike Nike and Adidas
footwear, Levi’s is more stylish and
upbeat”.