Post on 25-Dec-2014
description
ABHISHEK SINGHFC semV
INTRODUCTION
• Levi Strauss & Co. is a privately held American clothing company known worldwide for its Levi's brand of denim jeans.
• Levi’s is one of the world's largest brand-name apparel marketers with sales in more than 110 countries.
• It was founded in 1853.
Waste<LESS
PRIMARY GOAL
Advertising objectives:
• To inform, persuade and remind the potential customers about its products
• Awareness about recycling.
• To build strong brand equity.
• Build Company’s image as innovator.
• To create bonds between public and Levi Strauss by helping the nature.
• To create the importance of its products
Levi’s Statement
‘We’re now happy to share with the world that you can turn bottles into jeans–8 bottles to be exact.’
Levi’s Waste<Less jeans are the result of our latest design innovation. Each piece features a minimum of 20% post consumer recycled content, from an average of 8 plastic bottles.
During the Spring of 2013, we’ll repurpose over 3.5 million recycled pet plastic bottles…and this is just the beginning. We’re committed to making more Waste<Less products in seasons to come to help minimize impact on our planet.
Levi’s targets its market among the following classes:
• Upper Class • Upper Middle Class
Our target market is not only men or boys we are targeting ladies and children as well because of wide product range for both genders and all age levels.
ADVERTISEMENT STRATEGY
TV AdNewspapers InternetBillboards & banners
:
Levi’s Campaign in Pakistan
• The channels for TV ad are selected:
• Hum TV• Express News• Ten Sports
Hum TVTiming
Pricing Basis of Selection
Days to run
Time to run per Day
Total Cost per day
Total Cost in campaign
19:30-22:00
25000/30 sec This is Prime time includes major running dramas
10 5 75000 750000
TOTAL 750000
Express News10:00-00:00 10000/30 sec
Mostly youth class at this time watch TV for external information like politics, economy, national and international
10 Days with little time variations on selected
30 sec ad 6 time during this time
60000 600000
Total 60000
Geo News:
10:00-00:00
10000/30 sec
Mostly youth class at this time watch TV for external information like politics, economy, nation and international
10 Days with little time variation on selected
30 sec ad 6 time during this time
60000 600000
Total 60000
TEN SPORTS
Timing
Pricing Basis of Selection Days to run Time to run per Day
Total Cost per day
Total Cost in campaign
During the cricket ODI Series
25000/30 sec
Pakistani nation love cricket and both genders and people from all age levels see cricket matches.
All ODI Series 25/ each match
625000 3125000/ for one series approximately
Total 3125000 app
Cost of Radio:• Levis is not only advertising on Television but they are also advertising on
radio.
• Total Cost per city: 100,000.00
• Total Cities covered: 05• Karachi• Islamabad• Lahore• Faisalabad• Peshawar
• Total Cost: 500,000.00
Budget for Print Media:
Sr.No.Name of Newspapers No. of ads /month
Size of Advertisement
Rate of front Page ad/day Amount Charged
Monthly1 Dawn 5 27x4 50000 2500002 Nawa-e-Waqt 5 27X4 45000 2250003 Express 4 27X4 40000 1600004 News 5 27X4 45000 2250005 Jang 5 27X4 40000 200000
Total=1060000
THANK YOU