study of consumer preference

21
ASHMI RAJ Bachelor Of Busine Management (IB) & COMPARISION BETWEEN LEVI’S & SPYKAR

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Page 1: Study of Consumer Preference

By – ASHMI RAJ

Bachelor Of Business Management (IB)

STUDY OF CONSUMER PREFERENCE & COMPARISION BETWEEN

LEVI’S & SPYKAR

Page 2: Study of Consumer Preference

INTRODUCTION

Page 3: Study of Consumer Preference

HISTORY OF JEANS

The word "jeans" comes from the French phrase bleu de Genes, literally the blue of

Genoa Jeans fabric, or denim, originated independently in two places: the French town

of Nimes, to which 'denim' owes its name; and in India, where trousers made of denim

material were worn by the sailors.

JEANS

German-Jewish dry goods merchant Levi Strauss was selling blue jeans under the

"Levi's" name to the mining communities of California in the 1850s. One of Strauss's

customers was Jacob Davis, a tailor who frequently purchased bolts of cloth from the

Levi Strauss & co. Wholesale house.

After one of Davis's customers kept purchasing cloth to reinforce torn pants, he had

an idea to use copper rivets to reinforce the points of strain, such as on the pocket

corners and at the top of the button fly. Davis did not have the required money to

purchase a patent, so he wrote to Strauss suggesting that they both go into business

together. After Strauss accepted Davis's offer, the two men received US patent

139,121, for an "Improvement in Fastening Pocket-Openings," on May 20, 1873.

Page 4: Study of Consumer Preference

LAND MARKS IN JEANS EVOLUTION

1873 - Levi-Strauss made the first jeans in San Francisco, USA.

1890 - First 501 Indigo Jeans form Levis.

1904 - Establishment of Blue-Bell company (wrangler Brand)

1950 - First Zipper Jeans was Introduced.

1954 - Hollywood status Marlon Brando and James Dean appear in Jeans.

1962 - 14.5 oz/Square Yards Jeans appears from Burlington.

1974 - Prewashed Jeans made.

1986 - Chemical washing process developed.

1990 - Denim market moves from work wear segment into fashion segment

Page 5: Study of Consumer Preference

OBJECTIVES

Page 6: Study of Consumer Preference

  TO STUDY OF CONSUMER PREFERENCE & COMPARISON BETWEEN LEVI’S AND SPYKAR is a project report that throws light on the comparison that LEVI’S today has to face, courtesy the new entrant in the market namely SPYKAR. 

To know what consumer want and what did they expect from a particular jeans maker brands.

 To get innovative ideas and to know new trends

To reveal that no wonder Levi’s is the Queen, enjoying a lion’s share in the market. However things changed once the King of India, Spykar entered the battlefield, India to claim the throne.

 To show that Levi’s, which had so long enjoyed the monopoly in India, which had been formulating marketing strategies, resting back on their throne now has sat up and are formulating defensive strategies to meet the competition.

Page 7: Study of Consumer Preference

SUMMARY

Page 8: Study of Consumer Preference

This is a project report that throws light on the competition that LEVI

STRAUSS today has to face, courtesy the new entrant in the market namely

SPYKAR.

 

LEVI STRAUSS was one of the leading industries of jeans wearing in India.

But there has been a drastic change in the jeans wearing market of India

after new fashion brands like SPYKAR entered the market.

LEVI STRAUSS which had so long enjoyed the monopoly in India, which had

been formulating marketing strategies, resting back on their throne now has

sat up and are formulating defensive strategies to meet the competition.

One would think why conduct a survey to find out the winner between

LEVI’S and SPYKAR. True, the winner is LEVI’S, as expected. But the

competition to LEVI’S given by SPYKAR, as per the survey, would be a

surprise package for one and all.

Page 9: Study of Consumer Preference

COMPANY PROFILE

Page 10: Study of Consumer Preference

Type Private

Founded 1853

Founder(s) Levi Strauss

Headquarters San Francisco, California (US)

Area served Worldwide

Key people Richard L. Kauffman (Interim Chairman of the Board )

John Anderson

(President and CEO)

Industry Clothing

Product Jeans

Revenue U.S $ 4.303 billion (2010)

Owner(s) Decedents of Levi Strauss

Divisions Levi's, Dockers, Signature

Employee 12400 (2010)

Page 11: Study of Consumer Preference

1992 - Proprietary concern set up to launch ready to wear garments by

Mr. Prasad Prabekar.

1993 - Emergence of the Brand (Spykar)

1996 - Introduction of Helium's and Forays

1998 - The company Span Apparels was incorporated and the workings of

the Proprietary concern was taken over

1999 - First Exclusive Retail Store in Hyderabad

2000 - Started Spykar Jeans Lab

2002 - Started Spykar Style Lab

2003 - First Flag ship retail store in Phoenix Mills-Mumbai

2004 - Revolutionised the category of Cargos by innovative design.

2005 - Set up its own washing unit at Kharine, Navi Mumbai

Page 14: Study of Consumer Preference

DATA ANALYSIS

Page 15: Study of Consumer Preference

Comfort fitting Durability Price Value of money

Promotins0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Levi'sSpykar

COMPARISION BETWEEN LEVI’S & SPYKAR

Page 16: Study of Consumer Preference

APPROX SALE OF MAJOR JEANS BRANDS

Levi's65%

Spykar23%

Others12%

Sales of jeans

Page 17: Study of Consumer Preference

CONCLUSIONS

Page 18: Study of Consumer Preference

THERE WERE MIXED REACTIONS FROM CUSTOMERS. DATA HAS BEEN

COLLECTED FROM PRIMARY AS WELL AS SECONDARY SOURCES OF

DATA. THIS PROJECT IS PREPARED IN VERY SHORT PERIOD DUE TO

INADEQUACY OF TIME. MANY CUSTOMERS WERE INTERVIEWED AND

EFFORTS WERE MADE TO COLLECT THE NECESSARY INFORMATION

THROUGH QUESTIONNAIRE.

LEVI STRAUSS AND COMPANY IS ONE OF THE LARGEST BRAND NAME

MANUFACTURERS IN THE WORLD. DURING THE GOLD RUSH ERA,

STRAUSS BEGAN TO PRODUCE TROUSERS SEWN FROM TENT CANVAS

TO MEET THE NEEDS OF HIS MINOR AND LABOURER CUSTOMERS WHO

WERE LOOKING FOR CLOTHING THAT THE WORK THAT THEY

UNDERTOOK.

THE SPYKAR HAS BEEN OFFERING FASHION WEARS AND ACCESSORIES

SINCE 1992. SPAN APPARELS, STYLED AS YOUTH ICON AND BRAND OF

THE GENERATION NEXT HAS CHANGED ITS NAME FROM SPAN

APPARELS TO SPYKAR LIFESTYLE.

Page 19: Study of Consumer Preference

RECOMMENDATIONS

Page 20: Study of Consumer Preference

 

Customer satisfaction should be their motto.  

Brands should bring more and more innovative ideas to lead the market. 

Jeans makers should insure reasonability of common people. 

Maximum source of production should come into the market. 

After sales services should be increased. 

More outlets should be open in all areas in city to came into reach off their customers. 

Stocks in outlets should be up-to-date by time to time. 

Advertisement of sale and offers should be well advertise and more efficient to attract the customers. 

Different types of membership schemes should be there with all brands.

Page 21: Study of Consumer Preference

THANK YOU.