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LEVIS

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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.

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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.

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Different colors of Levis

Cargo Loose fit

Slim fit

Red wire

Red loop

Imprint

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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.

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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

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USP of levis brand

The USP of levis brand has been:

T-shirts

Jeans

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Levis brand extension

Several non apparel products are also beinglaunched by Levis

Footwear

Eyewear

Innerwear

Leather accessories like wallets and belts

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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

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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

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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

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SWOT Analysis

Strength: Pioneer in jeans

Location

High employee involvement

Well educated employee

Diversity

High business ethics

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Weakness Too many cook spoil the dish

Poor time management

Excess of ethics

Drop in performance

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Opportunity Initially no competitors

Disaster turn boon

World wide expansion

Diversified product range

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Threat Price factor

Too many competitor

Local competitor in expanded market

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Social responsibility

Believes in giving back to the society Earthquakes

Charity

Support people with aids

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Business Ethics

Employee, customer and supplier satisfaction Support employeee involvement

Levis diversity council

Value for goodwill

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Policies for brand loyalty

Empathy Originality

Integrity

Courage

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Brand building inhibitors

Pressure to compete on price Proliferation of competitors

Fragmenting markets and media

Complex brand strategies and relationship

Pressure to invest elsewhere

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Brand identity

Brand

equity

Brand

association

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Brand equity

Brand loyalty

Brand awareness

Perceived quality

Brandassociation

Other brandassets

Value to customer

Value to firm

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Basic Brand equity

Touch Grip

Homogenity

Appearances

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Factor for Middle class Indian

Emerging middle class is brand concoius.

Swears by the theme value for Money

Relevant product which meets the requirement.

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Launch

Levis Sykes

Completely indigenous sub brand.

Comes at both denim and non denim.

Trendy and street wear looks

Aimed at college going students.

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Levis Red wire

Wire embedded jeans.

Facility of plugging an i-Pod.

Targeting todays tech savvy youths

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Levis most preferred sub brand in India

Signature

College going students which resembles the massmarket.

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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.

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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.

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Levis theme

Change your world

Aimed at youths who are the future of tomorrow.

Themed around adventures.

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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

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Stars to cast

John abraham

Bipasha basu

Sushmita sen

Kangana ranaut

And now

Akshay kumar

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360 degree approach

The media mix for levis is 360 degree oriented.

It includes:

Print

Outdoor

Internet

In-store

On-ground Mall activation

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Print ad

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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

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Online ad

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Billboard Ad

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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

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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.

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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.

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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

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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.

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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.

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Diva internet campaign

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

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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.

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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.

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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.

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Superiority Unmatched

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