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LEVIS

About levis

Levis is an iconic denim brand that originated the concept of branded jeans wear in India. It was launched 15 years ago

Since then, it has been a pride of youngsters wardrobe.

Worth of Levis

Levis is a premium brand of 220 crore INR in India. It is consistent in customizing its products for the Indian market.

Different colors of Levis


Cargo Loose fit Slim fit Red wire Red loop Imprint

Making fashion for India

It has also tied up with Indian Fashion designer Tarun Tahiliani, for Diva, a premium collection that is launched in U.S. and is inspired with Indian outfits.

Customizing the brand

Levis also customized its product with special weather condition of the country. Light denim and khakhi were introduced

Now, a new innovative product is being launched every month

USP of levis brand

The USP of levis brand has been:

T-shirts
Jeans

Levis brand extension

Several non apparel products are also being launched by Levis Footwear Eyewear Innerwear Leather accessories like wallets and belts

Making consumer exclusive


Levis also launched some contemporary products that are available in the rest of the world.

Levis Blue Levis engineered jeans Levis vintage clothes Levis red loop

Target group

Youth aged 15 24 years as primary target group.

Catering all other segments of age group too


Levis also offer specific product that matches different economic segments

Pricing

Premium category ranges from 4000/- -8000/-

Sub premium categaory ranges from 2500/- -4000/Style category ranges from 1200/- -2500/It has also got Diva range exclusive for women which ranges in a premium category

SWOT Analysis

Strength: Pioneer in jeans Location High employee involvement Well educated employee Diversity High business ethics

Weakness Too many cook spoil the dish Poor time management Excess of ethics Drop in performance

Opportunity Initially no competitors Disaster turn boon World wide expansion Diversified product range

Threat Price factor Too many competitor Local competitor in expanded market

Social responsibility

Believes in giving back to the society Earthquakes Charity Support people with aids

Business Ethics

Employee, customer and supplier satisfaction Support employeee involvement Levis diversity council Value for goodwill

Policies for brand loyalty


Empathy Originality Integrity Courage

Brand building inhibitors


Pressure to compete on price Proliferation of competitors Fragmenting markets and media Complex brand strategies and relationship Pressure to invest elsewhere

Brand identity

Brand association

Brand equity

Brand equity
Brand loyalty
Brand awareness Perceived quality Brand association Other brand assets

Value to customer
Value to firm

Basic Brand equity


Touch Grip Homogenity Appearances

Factor for Middle class Indian

Emerging middle class is brand concoius.

Swears by the theme value for Money


Relevant product which meets the requirement.

Launch
Levis Sykes

Completely indigenous sub brand. Comes at both denim and non denim. Trendy and street wear looks Aimed at college going students.

Levis Red wire

Wire embedded jeans. Facility of plugging an i-Pod. Targeting todays tech savvy youths

Levis most preferred sub brand in India


Signature

College going students which resembles the mass market.

Unique concept of marketing


Levis in 2009 introduced EMI scheme which was the first ever scheme in apparels in Indian market. Unheard domain of business. Available in all Levis brands. Tactics to increase the off season sale plus the overall sale.

Levis for Levis

Exchange of the old Levis jeans with a new one. Availing a discount up to 1200/These ideas can become the source of values for buying.

Levis theme
Change your world

Aimed at youths who are the future of tomorrow.


Themed around adventures.

Stardom

By roping in fashion icons as its brand ambassadors Levis has added glamour quotient to its style, glamour and fashion. Bollywood stars are seen as fashion inspiration when it comes to gashion. It can create a brand association

Stars to cast

John abraham Bipasha basu Sushmita sen Kangana ranaut

And now

Akshay

kumar

360 degree approach


The media mix for levis is 360 degree oriented.

It includes: Print Outdoor Internet In-store On-ground Mall activation

Print ad

Presenting Levis Imprint, the jean that gives wearers the freedom to create a uniquely faded, worn look and rugged finish. You create your personal imprint as you wear your jeans. Walk, run, play, dance or lounge in them The more you wear them, the more it will imprint and reflect your motion and lifestyle. Levis Imprint Jean comes in regular and slim fits, and are available in key Exclusive Levi's Stores

Online ad

Billboard Ad

Campaign for Levis change your World

Levis customized chevrolet Beat has set up for PAN India tour. A 10 week programme where youths will be interacted on the issue to change the world initiative.

Initiative of the campaign is to find out the best youth for personifying the theme of Levis
Award: 1 Lakh

Music for Levis

A campaign inviting young Rock bands of India to create original Music and post it on the Levis website. The band which will be played and downloaded for maximum time will emerge as winner Winner to get a chance to perform a 3 city stage concert. Band will aslo get a chance to create their own music video.

Gift and prizes

Customer can get a assured gift on any levis prizes. Prizes will be deeply rooted on levis themes. One of those lucky owner of gifts will be declares as the mega winner Winner gets chevrolet Beat Grand prize.

Co-branding

Consumer gift, which is to be given, will be a tie up with Apple for its different product like I-pod, I-phone and Mac books

Need for insightful campaign

Various international brands such as Ralph & Lauren, Diesel and GAS have become more aggressive in India. There is a need for niche campaign for premium wear New brand experience can be developed by the consumer.

Virtual world Connect

With increasing number of youth catching on internet, Levis is engaging them in virtual world. Own website Twitter Facebook. New initiative can be talked of the brand it has taken up.

Diva internet campaign

A photo shoot with Priyanka Chopra can be won by answering 5 question on the Levis website.

In store

Levis has collaborated with Art college of different city to display their work on Levis and its theme in its store.

Special membership will be provided.

Mapping the Country

New market has been explored and responded.

Exclusive store of Levis mounts to 280 in number.


Levis signature store is 80 in number Levis is present in more than 500+ multi branded store across India.

It is present in 240 cities as multibrand store

Exclusive store is present in 75 cities.


Penetration to tier II and tier III cities too. Price tags of 700-1500 is relevant in smaller cities for such mega brands.

Superiority Unmatched