ha m9011 levi s
TRANSCRIPT
-
8/4/2019 ha M9011 LEVI S
1/56
LEVIS
-
8/4/2019 ha M9011 LEVI S
2/56
About levis
Levis is an iconic denim brand that originated theconcept of branded jeans wear in India.
It was launched 15 years ago
Since then, it has been a pride of youngsterswardrobe.
-
8/4/2019 ha M9011 LEVI S
3/56
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.
-
8/4/2019 ha M9011 LEVI S
4/56
Different colors of Levis
Cargo Loose fit
Slim fit
Red wire
Red loop
Imprint
-
8/4/2019 ha M9011 LEVI S
5/56
Making fashion for India
It has also tied up with Indian Fashion designerTarun Tahiliani, for Diva, a premium collection that islaunched in U.S. and is inspired with Indian outfits.
-
8/4/2019 ha M9011 LEVI S
6/56
Customizing the brand
Levis also customized its product with specialweather condition of the country.
Light denim and khakhi were introduced
Now, a new innovative product is being launchedevery month
-
8/4/2019 ha M9011 LEVI S
7/56
USP of levis brand
The USP of levis brand has been:
T-shirts
Jeans
-
8/4/2019 ha M9011 LEVI S
8/56
Levis brand extension
Several non apparel products are also beinglaunched by Levis
Footwear
Eyewear
Innerwear
Leather accessories like wallets and belts
-
8/4/2019 ha M9011 LEVI S
9/56
Making consumer exclusive
Levis also launched some contemporary productsthat are available in the rest of the world.
Levis Blue
Levis engineered jeans
Levis vintage clothes
Levis red loop
-
8/4/2019 ha M9011 LEVI S
10/56
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
-
8/4/2019 ha M9011 LEVI S
11/56
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
-
8/4/2019 ha M9011 LEVI S
12/56
SWOT Analysis
Strength: Pioneer in jeans
Location
High employee involvement
Well educated employee
Diversity
High business ethics
-
8/4/2019 ha M9011 LEVI S
13/56
Weakness Too many cook spoil the dish
Poor time management
Excess of ethics
Drop in performance
-
8/4/2019 ha M9011 LEVI S
14/56
Opportunity Initially no competitors
Disaster turn boon
World wide expansion
Diversified product range
-
8/4/2019 ha M9011 LEVI S
15/56
Threat Price factor
Too many competitor
Local competitor in expanded market
-
8/4/2019 ha M9011 LEVI S
16/56
Social responsibility
Believes in giving back to the society Earthquakes
Charity
Support people with aids
-
8/4/2019 ha M9011 LEVI S
17/56
Business Ethics
Employee, customer and supplier satisfaction Support employeee involvement
Levis diversity council
Value for goodwill
-
8/4/2019 ha M9011 LEVI S
18/56
Policies for brand loyalty
Empathy Originality
Integrity
Courage
-
8/4/2019 ha M9011 LEVI S
19/56
Brand building inhibitors
Pressure to compete on price Proliferation of competitors
Fragmenting markets and media
Complex brand strategies and relationship
Pressure to invest elsewhere
-
8/4/2019 ha M9011 LEVI S
20/56
Brand identity
Brand
equity
Brand
association
-
8/4/2019 ha M9011 LEVI S
21/56
Brand equity
Brand loyalty
Brand awareness
Perceived quality
Brandassociation
Other brandassets
Value to customer
Value to firm
-
8/4/2019 ha M9011 LEVI S
22/56
Basic Brand equity
Touch Grip
Homogenity
Appearances
-
8/4/2019 ha M9011 LEVI S
23/56
Factor for Middle class Indian
Emerging middle class is brand concoius.
Swears by the theme value for Money
Relevant product which meets the requirement.
-
8/4/2019 ha M9011 LEVI S
24/56
Launch
Levis Sykes
Completely indigenous sub brand.
Comes at both denim and non denim.
Trendy and street wear looks
Aimed at college going students.
-
8/4/2019 ha M9011 LEVI S
25/56
Levis Red wire
Wire embedded jeans.
Facility of plugging an i-Pod.
Targeting todays tech savvy youths
-
8/4/2019 ha M9011 LEVI S
26/56
Levis most preferred sub brand in India
Signature
College going students which resembles the massmarket.
-
8/4/2019 ha M9011 LEVI S
27/56
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.
-
8/4/2019 ha M9011 LEVI S
28/56
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.
-
8/4/2019 ha M9011 LEVI S
29/56
Levis theme
Change your world
Aimed at youths who are the future of tomorrow.
Themed around adventures.
-
8/4/2019 ha M9011 LEVI S
30/56
Stardom
By roping in fashion icons as its brand ambassadorsLevis 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
-
8/4/2019 ha M9011 LEVI S
31/56
Stars to cast
John abraham
Bipasha basu
Sushmita sen
Kangana ranaut
And now
Akshay kumar
-
8/4/2019 ha M9011 LEVI S
32/56
360 degree approach
The media mix for levis is 360 degree oriented.
It includes:
Print
Outdoor
Internet
In-store
On-ground Mall activation
-
8/4/2019 ha M9011 LEVI S
33/56
Print ad
-
8/4/2019 ha M9011 LEVI S
34/56
-
8/4/2019 ha M9011 LEVI S
35/56
-
8/4/2019 ha M9011 LEVI S
36/56
-
8/4/2019 ha M9011 LEVI S
37/56
-
8/4/2019 ha M9011 LEVI S
38/56
-
8/4/2019 ha M9011 LEVI S
39/56
Presenting Levis Imprint, the jean that giveswearers the freedom to
create a uniquely faded, worn look and ruggedfinish. You create your personalimprint as you wear your jeans. Walk, run,
play, dance or lounge in themThe more you wear them, the more it willimprint and reflect your motion and lifestyle.
LevisImprint Jean comes in regular and slim
fits, and are available in key Exclusive Levi's
Stores
-
8/4/2019 ha M9011 LEVI S
40/56
Online ad
-
8/4/2019 ha M9011 LEVI S
41/56
Billboard Ad
-
8/4/2019 ha M9011 LEVI S
42/56
-
8/4/2019 ha M9011 LEVI S
43/56
-
8/4/2019 ha M9011 LEVI S
44/56
-
8/4/2019 ha M9011 LEVI S
45/56
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 worldinitiative.
Initiative of the campaign is to find out the best youthfor personifying the theme of Levis
Award: 1 Lakh
-
8/4/2019 ha M9011 LEVI S
46/56
Music for Levis
A campaign inviting young Rock bands of India tocreate original Music and post it on the Levis
website.
The band which will be played and downloaded formaximum time will emerge as winner
Winner to get a chance to perform a 3 city stageconcert.
Band will aslo get a chance to create their ownmusic video.
-
8/4/2019 ha M9011 LEVI S
47/56
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.
-
8/4/2019 ha M9011 LEVI S
48/56
Co-branding
Consumer gift, which is to be given, will be a tie upwith Apple for its different product like I-pod, I-phoneand Mac books
-
8/4/2019 ha M9011 LEVI S
49/56
Need for insightful campaign
Various international brands such as Ralph &Lauren, Diesel and GAS have become moreaggressive in India.
There is a need for niche campaign for premiumwear
New brand experience can be developed by theconsumer.
-
8/4/2019 ha M9011 LEVI S
50/56
Virtual world Connect
With increasing number of youth catching oninternet, Levis is engaging them in virtual world.
Own website
Twitter
Facebook. New initiative can be talked of the brand it has taken
up.
-
8/4/2019 ha M9011 LEVI S
51/56
Diva internet campaign
A photo shoot with Priyanka Chopra can be won byanswering 5 question on the Levis website.
-
8/4/2019 ha M9011 LEVI S
52/56
In store
Levis has collaborated with Art college of different
city to display their work on Levis and its theme in itsstore.
Special membership will be provided.
-
8/4/2019 ha M9011 LEVI S
53/56
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.
-
8/4/2019 ha M9011 LEVI S
54/56
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 forsuch mega brands.
-
8/4/2019 ha M9011 LEVI S
55/56
Superiority Unmatched
-
8/4/2019 ha M9011 LEVI S
56/56