19236242 Marketing Levis

8/3/2019 19236242 Marketing Levis

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ACKNOWLEDGEMENTSACKNOWLEDGEMENTS

Primarily thanking ALLAH Almighty for giving us such a bright opportunity to learn and polish our

extravagant abilities.


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TABLE OF CONTENTSTABLE OF CONTENTS

AcknowledgmentsAcknowledgments

Executive SummaryExecutive Summary

IntroductionIntroduction

HistoryHistory

Market segmentation, targeting andMarket segmentation, targeting andpositioningpositioning

Marketing mixMarketing mix

-Product-Product -Price-Price

-Place-Place

-Promotion-Promotion

SWOT analysisSWOT analysis

ConclusionsConclusions RecommendationsRecommendations


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EXECUTIVE SUMMARY:EXECUTIVE SUMMARY:


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INTRODUCTION:INTRODUCTION:

Levi Strauss & Co. (LS&CO.) is one of the world's largest brand-name apparel marketerswith sales in more than 110 countries. There is no other company with a comparable global presence in the jeans

and casual pants markets. Today, the Levi's trademark is one of the most recognized in the world and isregistered in more than 160 countries. The company is privately held by descendants of the family of Levi Strauss.

Shares of company stock are not publicly traded.

The company employs a staff of approximately 8,850 people worldwide, including approximately 1,000 people at

its San Francisco, California headquarters. Levi Strauss & Co currently makes jeans in approximately 108 sizesand 20 finish fabrics. With 2007 net sales of $4.1 billion, the company is committed to building upon strong

heritage and brand equity as they position the company for future growth.


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BRANDS:BRANDS:

The products of Levi Strauss & Co are sold under three brands:

Levi's:Levi's: Since their invention in 1873, Levi's jeans have become one of the most successful and widely

recognized brands in the history of the apparel industry.

DockersDockers :

Dockers brand, which pioneered the movement toward business casual, has led the U.S.khaki category since the brand's 1986 launch, and is now available in numerous countries.

Levi Strauss Signature:Levi Strauss Sig

nature:

In 2003 the launch of the Levi Strauss Signature brand, giving value consumers high-quality and fashionable clothing from a company on

which the consumers trust.

DIVISIONS:DIVISIONS:

Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions:


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Levi Strauss, North America (LSNA)Levi Strauss,

North America (LSNA) Based in the San Francisco headquarters

Levi Strauss Europe (LSE)Levi Strauss Europ

e (LSE)

Based in Brussels

Asia Pacific Division (APD)Asia Pacific Division (APD)

Based in Singapore

Levi Strauss & Co.'s Asia Pacific Division is comprised of subsidiary businesses, licensees and distributorsthroughout Asia Pacific, Middle East, Africa and Latin America. The Division sources, manufactures and

markets Levi's, Dockers, and Levi Strauss Signature products through 14 affiliates. The company employs

approximately 2,500 talented people working together to ensure that the apparel brands are leaders in this part ofthe world. The division is comprised of both wholly owned-and-operated businesses, licensees and distributors

throughout Asia and the Pacific including Pakistan.

COUNTRIES:COUNTRIES: Levi's brand of products are sold in 49 countries, Dockers brand in 31 countries and our Levi

Strauss Signature brand in 4 countries:

Asia Pacific:Asia Pacific: Australia, Bangladesh, Brunei, China, Guam, Hong Kong, India, Indonesia, Japan, Korea, Malaysia,New Zealand, Pakistan, the Philippines, Singapore, Sri Lanka, Taiwan and Thailand.

Middle EastMiddle East:Bahrain, Israel, Jordan, Kuwait, Oman, Qatar, Saudi Arabia and United Arab Emirates

Africa:Africa: Angola, Botswana, Mozambique, Namibia and South Africa.

Latin America:Latin America:


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Argentina,

Belize,

Brazil, Colombia, Costa

Rica, El

Guatemala, Honduras, Nicaragua, Panama, Paraguay, Peru, Uruguay and Venezuela

VALUES:VALUES:

Levi Strauss & Co. has four major core values. These are -Empathy


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-Originality

-Integrity

-Courage

Levi Strauss & Co. says,

OurOurcorporate values -- empathy, originality, integrity and courage -- are the foundation of our company andcorporate values -- empathy, originality, integrity and courage -- are the foundation of our company anddefine who we are. They underlie how we compete in the marketplace and how we behave.define who we are. They underlie how we compete in the marketplace and how we behave.

MISSION STATEMENTMISSION STATEMENT

The mission of Levis Strauss & Co. is to sustain responsible commercial; success as a global marketing company

of branded apparel.

We must balance goals of superior profitability and return on investment, leadership market positions, and

superior products and services. We will conduct our business ethically and demonstrate leader ship in satisfying

our responsibilities to our communities and to society. Our work environment will be safe and productive and

characterized by fair treatment, teamwork, open communications, personal accountability and opportunities for

growth and development.


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ASPIRATION STATEMENT :ASPIRATION STATEMENT :

They want a company that make them proud of and committed to, where all employees have an opportunity to

contribute, learn, grow and advanced based on merit, not politics or background. They want their people to feel

respected, treated fairly, listened to and involved. Above all, they want satisfaction from accomplishments and

friendships, balanced personal and professional lives, and to have fun in our endeavors.

VISION STATEMENT:VISION STATEMENT:

When LS & Co. describe the future of Levi

they are talking about a building on the

foundation they have inherited: affirming best

of their Companys tradition, closing

gaps that may exist between principles and

practices and updating some of their values

to reflect contemporary circumstances.


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HISTORYHISTORY

Today, the Levis brand is an authentic American icon, known the world over. Levi Strauss started it 150 yearsago & forever earned a place in history. In 1847, Levi Strauss, his two sisters & mother sailed for America where

they joined half-brothers Jonas & Louis in New York. Levi joined their dry goods business. In 1853, Levi sailed to

San Francisco to join dry goods business and started selling clothing, bedding & linen to small stores inCalifornia.

In 1902, Levi died and his two nephews inherited the business. In 1910s, LS&CO. received Blue Ribbon

highest award for waist overalls in Panama. One-piece garment for women was introduced to work and play. In1930s, the Great Depression stroke & demand for Levis jeans, shirts and jackets declined.

.

In 1991, the first original Levis store was opened in United States. In 1994, Dockers brand was introduced in Europe. It launched its first website in 1995.In 1996; it introduced its Slates brand, a new style for men

wearing. In 1999, classic 5 pocket pants were reinvented.

In 2000, LS&CO. introduced Levis engineered jeans TM, the reinvention of jeans for the new generation. It

named No. 2 for Americas best companies for minorities. In 2003, it celebrated its 150th anniversary of itsfounding and 130th anniversary of invention of blue jeans.


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Products, Positioning, and MarketProducts, Positioning, and Market

SegmentationSegmentation

Advertising professionals realize that the heart of any campaign is the product and the position it holds in people's

minds. Products and their brand names are newsmakers themselves. Understanding the complexities of a brand

identity and its position is no easy task.

One of the most controversial areas of product concepts is the brand extension. A new product gets to share the

name of an older, established brand. Early theorizing suggested that brand extensions would sap market cloutfrom the established product, but these fears proved groundless. Today brand extensions occur not only within the

company, but companies are licensing their brand names to all kinds of products in the hope of increasing brand

awareness.

SCANNING THE MARKETING ENVIRONMENTSCANNING THE MARKETING ENVIRONMENT


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Like other successful companies, Levis also has realized that the marketing environment presents a never-ending series of opportunities and threats. The major responsibility for identifying significant changes in the

macro environment falls to a companys marketers. More than any other group in the company, the marketingmanagers of Levis are the trend trackers and opportunity seekers.

Many opportunities are found by identifying trends (directions or sequences of events that have somemomentum and durability) and mega trends (major social, economic, political and technological changes thathave long-lasting influence).

Within the rapidly changing global picture, the marketers of Levis are monitoring the following six majorEnvironmental Forces:

Demographic Environment

Economic Environment

Natural Environment

Technological Environment

Political-Legal Environment Social-Cultural Environment

Market SegmentationMarket Segmentation

Market segmentation is the selection of groups of people who will be most receptive to a product. The mostfrequent methods of segmenting include demographic variables such as age, sex, race, income, occupation,

education, household status, and geographic location; psychographic variables such as life-style, activities,interests, and opinions; product use patterns; and product benefits. Much segmentation involves combinations

of these methods. No matter how segments are defined, however, they are characterized by considerable

change over time. The readings in this section exemplify areas of rapid change.

BASIS OF MARKET SEGMENTATIONBASIS OF MARKET SEGMENTATION

Demographic Segmentation


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Geographic Segmentation

Psychographic Segmentation

Behavioral Segmentation

Target Market:Target Market:

501 JEANS targets its market by evaluating the wants of customers. Mostly

Levis targets its market among the following classes:

Upper Class

Upper Middle Class

Target Market Strategy:Target Market Strategy:

Target market strategy adopted by Levis is basically on having long-term

relations with their customers and to provide them with better product.

Benefits of Segmentation:Benefits of Segmentation:

Levis has got customer oriented approach by segmentation.

Company is promoting its products effectively within segments by print media as well as

electronic media, e.g. Newspapers, Signboards, Television commercials, Internet, etc.

Company is providing their customers with stylish better quality and different product keeping in

view its cost.

Conditions for effective segmentationConditions for effective segmentation:

501 JEANS is fulfilling the conditions for effective segmentation.


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Segments are strong enough to make profit.

Segments of company are measurable.

Limitation of Segmentation:Limitation of Segmentation:Because of segmentation, Levis faces some limitations.

Lack of awareness in middle class.

Company has to pay extra cost for multi-advertisement.

In Pakistan they have to face several Cultural Barriers.

Marketing Research:Marketing Research:

According to Levis marketing logistic manager, their company conducts a research to know

Whats in trend?

What are the needs of customers?

Sources of DataSources of Data:

Levis gathers data from both primary and secondary sources. Secondary data is already available in the

company. To gather primary data, they organize radio shows and music concerts by sponsoring.


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MARKETING MIX:MARKETING MIX:

The marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives in the targetmarket. Marketing-mix decisions must be made for influencing the trade channels as well as the final consumers.

McCarthy classified these tools into four broad groups that he called the four Ps of marketing: product, price,

place and promotion.Note that the four Ps represent the sellers view of the marketing tools available for influencing buyers.

Marketing

mix


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Product Place

Product variety Channels

Quality CoverageDesign Assortments

Features Locations

Brand name InventoryPackaging Transport

Sizes Prices PromotionServices

Warranties List price Sales promotion

Returns Discounts Advertising Allowances Sales force

Payment period Public relationsCredit terms Direct marketi ng

PRODUCT:PRODUCT:Product means set of tangible and intangible attributes which may include packaging, color, price, quality and

brand plus the sellers services and reputation. A product may be a place, service, good or promotion.

BRANDSBRANDS

Brand is a name, term, sign, symbol or design that adds value to the products. LS & CO. earns remarkable

revenues throughout the year coz its products are considered to be the worlds largest quality products.

Targetmarket


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LS & CO. is basically divided into 3 sub brands i.e. Levis, Dockers and Levis Strauss Signature. All the three

brands are providing different quality products.

LEVISLEVIS

Invented in 1873, Levi's jeans are the original, authentic jeans. They are the most successful, widely recognized

and often imitated clothing products in the history of apparel. Levi's jeans have captured the attention,imagination and loyalty of generations of diverse individuals.

As the inventor of the category, the Levis brand continues to define jeans

wear with widest range of products available from quintessential classics,such as the famous Levi's501 Original jean to favorite fits and styles in

our Red Tab and Levi's Premium collections.

DOCKERSDOCKERS Launched in 1986 in the United States, Dockers brand products andmarketing played a major role in the creation of a new apparel category

for men's pants and the shift to casual clothing in the workplace.

Dockers Khakisquickly becamethe No. 1 khaki pant brand in the UnitedStates .

In 1988, the brand launched Dockers for Women, a

feminine interpretation of Dockers brand apparel. The line

offers fashionable tops, dress and casual pants and a full rangeof accessories designed to fit a variety of different body

types and sizes. Today, the Dockers brand hasexpanded to more than 50 countries in every region of the

world with a complete assortment of stylish and

innovative products including a full line of tops, footwear, outerwear and accessories for a broad range

of consumers

LEVIS STRAUSS SIGNATURELEVIS STRAUSS SIGNATURE


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The Levi Strauss Signature brand was launched in 2003 exclusively for consumers who shop in the mass

channel. The brand gives value-conscious consumers access to high-quality, affordable and fashionable jeans

wear from a company and name they trust.The Levi Strauss Signature brand includes a collection of denim and non-denim pants, shirts, skirts and jackets

for men, women and children all designed with the high quality.

PRODUCT ATTRIBUTESPRODUCT ATTRIBUTES

Products are usually considered to be the No.1 factor contributing towards building goodwill of a firm. A product

should be unique, durable, reliable, comfortable and economical. Following are some of the basic attributes of

LS&CO.S products

Variety

Features

Design

Color

Size

VARIETYVARIETY

Levis products today are perceived by many as a symbol of youth, freedom, confidence, individualism,independence & comfort. LS & CO. provides a wide variety of products including :

JEANSJEANS

Levis jeans have been present at nearly every pivotal moment in history and culture for the past 150 years.


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SHIRTSSHIRTS

COTTON PANTSCOTTON PANTS


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ACCESSORIESACCESSORIES

BELTSBELTS


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SUNGLASSESSUNGLASSES

WALLETSWALLETS


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LADYS BAGSLADYS BAGS

JACKETSJACKETS


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SHOESSHOES

Business Casual shoes and Casual shoes are offered by Dockers both for men and for

women

FEATURES:FEATURES:
http://www.us.dockers.com/spr05a/dockers/prod/d_prod.jsp?FOLDER%3C%3Efolder_id=2534374305314125&bmUID=1122055831587http://www.us.dockers.com/spr05a/dockers/prod/d_prod.jsp?FOLDER%3C%3Efolder_id=2534374305314194&bmUID=1122054455058


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Features are competitive tools that differentiate the companys products from its competitors products.Following are some of the main and distinctive features of Levis products.

Comfort

Levis jeans and other products are comfortable enough to be worn even at the times of protest, war,cultural revolution, relative peace and pure fun.

Durability

The two figures on the patch of Levis jeans

with whips in hand pulling in opposite directions, yet the jeansremain intact; symbolize the strength and durability of the Patent

riveted clothing.

Style

Clothing means more than just fabric, thread and rivets. To clothe

oneself means to put on something that symbolizes who you are. Levisjeans are available in different styles for men and women.


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LEVIS PORTFOLIO ANALYSISLEVIS PORTFOLIO ANALYSIS

Levis corporate strategy involves a number of businesses, so managers can manage this collection or portfolio of

businesses by using a corporate portfolio matrix.

BCG MatrixBCG Matrix

A strategy tool that guides resource allocation decisions on the basis of marketshare and growth rate of SBUs.

Boston Consulting Group introduced the idea of BCG matrix that an organizations businesses could be evaluated

and plotted using a 2*2 matrix to identify which ones offered high potential and which ones were a drain onorganizational resources.

Horizontal Axis:

The horizontal axis represents market share which is evaluated as low or high.

Vertical Axis:

The vertical axis indicates anticipated market growth which is also evaluated as low or high.

CATEGORIESCATEGORIES

Based on its evaluation, the LS & CO.s businesses are placed in the following:.


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STARS (High Growth, High Market Share)STARS (High Growth, High Market Share)

Stars include the businesses which are in a fast growing market and hold a dominant share of that market.

Dockers come under the head of stars as it is the major source of income for thecompany.

CASH COWS (Low Growth, High Market Share)CASH COWS (Low Growth, High Market Share)

Businesses in this category generate large amounts of cash, but their prospects for furure growth are limited.The women apparels has got a low growth and high market share so it comes under the Cash Cows head

QUESTION MARKS(High Growth, Low Market Share)QUESTION MARKS(High Growth, Low Market Share)

These businesses are in an attractive industry but hold a small market share percentage.

Levis jeans come under the head of question marks with respect to Pakistan.


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PRICE:PRICE:It can be simply defined as:

The currency value charged to a Client by the company for a product or service.

Is one of the most important elements of the marketing mix, as it is the only mix, which generates a turnover forthe organization. The remaining 3p's are the variable cost for the organization. It costs to produce and design a

product, it costs to distribute a product and costs to promote it.

List Price:

Our all products are sold at listed price, which are settled by the Levis

Company (Singapore). There is no discount to offer.

Credit Sales: We also deal with credit sales, but we dont

overcharges to the customers, we pay it our self to the bank (3 %).Products are only sold for cash or on credit cards

Discount: We dont give the discount to our customers, even to the

employees of the Levis. Our prices are fixed.

Payment Period & CreditTerms:

Payment Period & Credit Terms aresettled by the company.

Price Determination:


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During the determination of the price company not considered the competitors, but the

standard that is used is considered

.

Our price is influenced by the following factors:-

Cost of the product

Affordable for the target market

Demand of the product

Uniqueness and innovative features of the products

Competitors:We are much proud to say with surety that our products completely satisfy our consumers, thats why we

dont face much competition in our business. But yet there are some competitors e.g.

Pepe Jeans

Leeds (US Apparels)

GAAP Jeans

Cambridge

Our prices are not influenced by the competitors.

Such a stuff, design and fashion which dont have the enough sales are recall back to the company.

Again company issues this stuff to their own outlets for sale at discount prices at 14 August.


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PLACE:PLACE:

Placement objectives:-.Placement objectives:-.

To equalize the demand and supply of products at all places.

To provide desired products at proper place.

To fulfill the requirements of every locality according to the taste of the people.

To increase the brand equity by reaching every corner of the world.

Channels:-Channels:-Channels of Distribution:

LEVIS distributes JEANS by the Channel Members that is through retailer

and wholesalers. Retailers:

HKB: Defence, Liberty Market , Mall Market

Raja Sahib, Link Road


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Pace, Gulberg

Sheikh Innayat Ullah, Anarkali

Strategy:Strategy:

Levis Strategy for Choosing channels is according to Product: Mostly Levis is limited to his wholesalers, because

the unit value is high and cost related issues occur.

Location:-Location:-

As mentioned earlier the Levi's brand of products are sold in 49 countries, Dockers brand in 31 countries and

our Levi Strauss Signature brand in 4 countries:

COUNTIRES:COUNTIRES:These countries are Australia, Bangladesh, Brunei, China, Guam, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, New

Zealand, Pakistan, the Philippines, Singapore, Sri Lanka, Taiwan , Thailand.

Bahrain, Israel, Jordan, Kuwait, Oman, Qatar, Saudi Arabia, United Arab Emirates Angola, Botswana,Mozambique, Namibia , South Africa. Argentina, Belize, Bolivia, Brazil, Chile, Colombia, Costa Rica, Ecuador,

El Salvador, Guatemala, Honduras, Nicaragua, Panama, Paraguay, Peru, Uruguay and Venezuela.

PAKISTAN:PAKISTAN:In Pakistan it operates in the following cities:-

Lahore, Fasilabad, Islamabad, Karachi, Multan, Peshawar, Rawal pindiand Sialkot.

In Pakistan there are total 24 outlets. 10 in Lahore, 1 in Faisalabad, 1

in Islamabad, 7 in Karachi ,1 in multan,2 in Peshawar, 1 in Rawal pindiand 1 in Sialkot.

1. LAHORE OUTLETS :


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2. FAISALABAD OUTLETS:

ISLAMABAD OUTLETS:-

KARACHI OUTLETS:-

MULTAN OUTLETS:-

PESHAWAR OUTLETS:-

RAWALPINDI OUTLETS:-

SIALKOT OUTLETS:-

STRATEGIES:STRATEGIES:

LS & CO. placed its products according to followingstrategies.Placing according to Class and Attributes:

LS & CO. Positioned its products according to different classes and

genders.

Placing according to Competitors:

LS & CO. Keep in mind the price and quality of the products and try to make its products better.

Placing according to Price and Quality:

LS & CO. introduces best quality at different prices to its clients.

Placing according to Technology:LS & CO. has tried to build its image as an innovator by

coming in Pakistan with their Jeans having new and latest style and look


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PROMOTION:PROMOTION:

Promotion objectives:Promotion objectives:

o To inform, persuade and remind the potential customers about its products

o Increase awareness and build primary demand

o To build strong brand equity.

o Build Companys image as innovator.

o To create bonds between public and Levi Strauss by helping the people.

o To create the importance of its products

SalesSales

promotion:-promotion:-

For the promotion of sales Levi Strauss & Co. adopt a very effective but comprehensive strategy. Levis pays

attention to the publicity of its products. The major source of promotion of levis is done by creating public

relations. The sales promotion of LEVIS targets the end consumers. Since the Levis JEANS are in growth stagein Pakistan, therefore, the promotional strategy is based on persuading of prospective buyers.


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Levis uses the following promotional strategies to promote its product.

Personal selling

Personal selling by the representative of the organization takes place face to face with final consumers.

Mass Selling

Levis does mass selling to inform a bulk of persons by advertising.

Advertising:-Advertising:-

The type of advertising used by LEVIS.

Competitive advertising

The advertisement given by the LEVIS stresses on the demand of the product and enhancement of its features.

Institutional advertising

Levis uses institutional advertising to promote companys image by saying

Many Copy the Red Tab No One can copy the Origina

Advertising mediums:-Advertising mediums:-

The advertising media used by the company are

Television

Fashion Magazines , Newspapers

Internet.

Bill boards ,banners etc


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Television & Radio:

Advertisements of Levi Strauss & Co. are very innovative and eye-catching. Buyers are attracted towards theproduct. The advertisements are placed at the international level.

Fashion Magazines & Newspapers:

For fashion magazines and newspapers LS&Co. is a target due to its grand brand equity ,it has become a

benchmark for all the others to follow. The newspaper gives a coverage to the social events in which LS &Co takes

part with great interest. Whereas fashion magazines are always dealing with the gorgeous models working withLS& Co and the unique outfits of the models

Internet.:-

Levis provides up-to-date information to their customers through electronic media i.e. from their websit

Billboards & banners:-

Billboards and banners are also used for the advertisement purpose.


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Sales force:-Sales force:-Levis holds a very big sales department as it is working in many countries.

Level of Distribution Intensity:

Levis is using selective but intensive distribution level for the distribution of its products . For example in

Pakistan Levis has opened its outlets, sales offices and sales branches in major cities like Lahore, Islamabad and

Karachi.

Sales Offices and Sales Branches:

Sales offices for Levis act as a display center for their Products from where the customers can get information

about latest designs and up to date fashion introduced. While the actual sale of the products take place at the sales

outlet of the company.

Public relations:-Public relations:-

The sales promotion of LEVIS also includes such activities as event sponsorship.Levi Strauss & Co. says ,

Our corporate values enable our vision of the future and reflect the legacy of our founder, LeviStrauss, who devoted substantial time and resources to charitable and philanthropic activities.

GUIDING PRINCIPLES:GUIDING PRINCIPLES:

There are three guiding principles present behind the global giving programs :-


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-The first is a belief in empowerment - the right of women and youth to identify their needs and to participate in

solving problems that affect them.

-The second is a resolve to address social biases and their impact on youth and women whether due to racism,

xenophobia, sexism, homophobia or HIV/AIDS status.

-The third is a commitment to work collaboratively with other funders and to encourage joint efforts by our

grantees.

ISSUES:ISSUES:

These principles are applied to two interrelated issues:

Preventing the Spread of HIV/AIDS

In 1985 the Levi Strauss Foundation became the first U.S. corporate foundation to address this epidemic, and has

since contributed more than $26 million to organizations in more than 40 countries. The Foundation andcompany-supported programs seek to prevent the spread of HIV/AIDS

Increasing Economic Development and EducationOpportunities

To alleviate poverty, individuals must have access to resources and possess the skills to acquire and managefinancial assets -- yet youth and women continue to struggle against social norms and financial institutions that

limit this type of access and discourage education and training. Focusing specifically on indigent women andyouth (age 10 to 25).


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For Example

1. Philanthropy includes a focus on strengthening workers' rights and ultimately improving working andliving conditions in communities where third-party contractors make LS&CO. products. The Levi Strauss

Foundation provides innovative "sourcing" grants to local, regional or global nonprofit organizations

2. LS & Co. s commitment to equal employment opportunity and diversity pre-dates today's programsand began in the 1940s when factories were desegregated in California.

3. For the past four years, LS &Co has been ranked as one of "America's 50 Best Companies forMinorities" .

4. In 1991, LS &Co became the first worldwide company to establish a comprehensive ethical code ofconduct for manufacturing and finishing contractors working with the company

5. In 2003, LS &Co received the Corporate Philanthropy Award for our leadership in giving andvolunteering in san Francisco area.

6. In 2000, LS &Co inaugurated Volunteer Day at San Francisco headquarters and have since expandedit beyond the United States and Canada to include sites throughout Latin America and Asia. In 2004,

employees volunteered more than 50,000 hours to charitable organizations around the world andprovided $1 million in philanthropic support to local nonprofit groups

7. In 1998, LS &Co received the U.S. President's Ron Brown Award for Corporate Leadership foroutstanding achievements in employee and community relations. LS &Co was recognized for creating

Project Change, an initiative of the Levi Strauss Foundation that combats institutional racism.

8.In 1968, LS &Co pioneered an employee volunteer effort called "Community Involvement Teams" or

CITs. There are now 78 CITs worldwide.

9.LS &Co has played a leadership role in educational programs and policies regarding AIDS in the

workplace

10.LS &Co have made more than $27 million in grants for AIDS care and prevention. in the last twodecades and have received numerous awards and recognition for our efforts to combat the HIV epidemic.


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Funding:-Funding:-The philanthropic funding is divided into two categories:

The Levi Strauss Foundation

The Foundation is an independent legal entity that provides grants to community-based organizations working tocreate meaningful social change. The Levi Strauss Foundation funds programs worldwide where LS&CO. has a

business presence and gave approximately $10 million in 2004. The Foundation also funds disaster relief efforts,makes charitable donations to organizations where employees volunteer, matches cash donations by employees to

local charitable organizations, provides grants to community organizations located in LS&CO.'s sourcing

communities, and funds college scholarships for the dependents of LS&CO. employees

Employee Community Involvement

Our employees are a big part of how we give back to our communities -- we invest in what is important to them.We encourage employees globally to give back to their communities through employee-led Community

Involvement Teams and through the sponsorship of an annual volunteer day.


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The Levi Strauss Co. & Foundation:The Levi Strauss Co. & Foundation provides grants to local, regional or global nonprofit organizations. The grant

areas are divided into two:

1) Core GrantsThe core grant includes the following:

Corporate Social ResponsibilityEconomic & Educational Opportunities

HIV / AIDS

2) Non-Core Grants

Animals

Arts & CultureCivic

Disaster ReliefEnvironment

Food, Shelter & Emergencies

Health & Human ServicesHoliday Grants

Recreation & AthleticsYouth Empowerment

Employee Community Involvement:Employee Community Involvement:

LS&CO.'s Employee Community Involvement program has been an integral part of the corporate social

responsibility efforts for more than 35 years, and offers employees and retirees a variety of ways to get involved.

LS&Co encourages employees around the world to join one of the 72 Community Involvement Teams (CITs).

Founded in 1968, CITs are company-sponsored and employee-led groups that partner with local charitableorganizations to identify needs, plan activities, and create volunteer and donation opportunities for LS&CO.

employees and retirees. They also help to raise awareness among employees about important issues in their

communities.

In 2000, LS&CO. inaugurated Volunteer Day at the San Francisco headquarters and has since expanded it tomore than 40 locations in the U.S., Canada, Latin America, Asia and Europe. On Volunteer Day, LS&CO.


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employees engage in a variety of community activities ranging from painting murals at schools to planting

gardens at community centers.

LS&Co : A Leader in Social work

In 1991, we became the first multinational company to establish a comprehensive ethical code of conduct formanufacturing and finishing contractors working with the company. This code, known as the Global sourcing

and Operating Guidelines, directs business practices, such as fair employment, worker health and safety, andenvironmental standards, among others.

We also work with nongovernmental organizations (NGOs) for input and recommendations to improve ourworldwide internal monitoring process. For example, we participate in the Ethical Trading Initiative (ETI)


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Red Tab Foundation: We Share A Common Thread

The Red Tab Foundation (RTF) is a unique nonprofit organization that assists Levi Strauss & Co. (LS&CO.)

employees and retirees who are unable to pay for life's basic necessities due to unexpected emergencies. RTF

provides financial assistance, education and preventative programs to help individuals in their own efforts to

maintain their financial, physical and emotional health. Founded in 1981 by Jerry O'Shea, a former LS&CO.sales manager and marketing executive.

The Red Tab Foundation's overarching goal is to

"strengthen the lives of its core clients and their families through economic assistance andempowerment."

STRATEGIES:STRATEGIES:

The Foundation's efforts to accomplish this goal are guided by two key strategies:

(1) Providing eligible participants with a financial safety net.

(2) Enhancing economic self-sufficiency via financial literacy and asset-building programs.

The foundation received national attention for programs in both of these areas when it was featured in a 2004

National Public Radio broadcast regarding innovative services for hourly wage earners.

Global Financial Safety NetGlobal Financial Safety Net

Funded by LS&CO. employees to help fellow employees and retirees in need, the Red Tab Foundation puts

food on the table and provides shelter and other basic necessities when individuals have nowhere else to turn.

During the years 1990-2004, the foundation provided more than 5,750 LS&CO. associates with grants totaling

over $5.3 million.

Financial Literacy and Asset-Building Programs:Financial Literacy and Asset-Building Programs:

In addition to its safety net program, the Red Tab Foundation has introduced proactive educational programs

designed to enhance employees' financial skills and abilities. Workshops developed by the foundation with


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other nonprofit entities have enabled RTF to bring basic economic information and resources to employees in

manufacturing and distribution facilities throughout the world.

Current examples of RTF's workshops and asset-building programs include the "Money School" and a

Philippines Micro-enterprise Loan Progra

Happenings:-Happenings:-Now- a-days for promotion following offers are present for the customers.

1) For every purchase of Rs. 3000/ on the new brand 5 the customers get a coupon. And customers can wina new LG air conditioner.

2) 501 ScarredWhat's your story? The best story wins an iPod.

3) Levi's Lady Style

Get a Swarovski designer tattoo with every purchase of "Levi's Lady Style"4) Father's Day

Purchase Dockers Product worth Rs.2000 and above to get a branded DockersCap

Tools used by Levi Srauss & Co. forTools used by Levi Srauss & Co. formeasuring Customer Satisfaction:measuring Customer Satisfaction:

We use different tools for measuring the customer satisfaction e.g.

We conduct different surveys just to know the views of our consumers. We have a very quick complaint system

We ask our consumers for new ideas and their needs


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SWOT Analysis:SWOT Analysis:

Strengths :Strengths :

Levis enjoys high brand equity. People all around the world recognize the brand name.

Levis products are unique and innovative in the style.

A lot of variety is offered by Levis ranging from sunglasses to skirts and shirts.

The products are renowned and are considered as the most durable i.e. the long lasting products.

Levis follows a high standard of quality .

Weakness:Weakness: Levis products are considered as very expensive. Therefore a large percentage of people are reluctant to

buy the products.

As no discounts are present and products are sold at fixed prices many customers are lost.

Levis does not provide any services like free delivery etc.

OpportunitiesOpportunities:: Levis can do more well in the women section. This section is give less importance as compared to the mensection.

The kids section, which has been started from few years, should also be given proper attention to gain

customers.

Sales promotion can be increased by increasing the advertisements expenses so as to enjoy a large numberof customers.

ThreatsThreats


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The threats that Levis faces are the competitors. Although it does not have any competitor in Pakistan but

it does have some competitors at the global level.

CONCLUSIONS ANDCONCLUSIONS AND

RECOMMENDATIONS:RECOMMENDATIONS:

CONCLUSION:CONCLUSION:

Along with the collection of above data , we also did a personal survey from the customers of Levis. A questionnaire was

generated which was then distributed among the customers. The questionnaire appeared like this:

Survey :Survey :Name(optional):

Q#1 : State the extent to which you agree with the following statement: Levis products provides a lot of satisfaction?

Strongly Disagree

Disagree

Neither agree nor disagree

Agree

Strongly agree

Q#2 : Do you give preference to Levi products over other companys similar products?

Very unlikely

Unlikely

Neither likely nor unlikely

Likely Very likely

Q#3 : What is the competitive advantage that Levis has over others?

Comfortability


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Brand name

Durability

Variety

Style

Innovativeness

Any other ? please specify:

Q#4: Levis lacks:

Comfortability

Durability Variety

Style

Innovativeness

Price Affordability

Any other ? please specify:

Q#5: You mostly buy products from levis:

Men section

Women section

Kids section

Q#6: Please, give us your suggestions and recommendations for Levi Strauss and Co. with out any hesitance:

Thank you for your cooperation!

By the help of above data we can conclude that Levi Strauss & Co. is no doubt a benchmark for the jeans makers all around

the world.

From the survey we got the following statistical results:

A) 60% of customers were completely satisfied

B) 17% were somewhat satisfied

C) 15% were neither satisfied nor dissatisfiedD) 5% were somewhat dissatisfied


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E) 3% were completely dissatisfied

The pie chart we obtain from the data is :

RECOMMENDATIONS:RECOMMENDATIONS:

From the survey results and the data we collected from various peoples, sites we recommend levis to work on

following areas

First of all the Levis products are considered as the most durable product. Therefore that area is secured.

But the areas which levis lacks are comfort ability and inexpensiveness.

60%7%

15%

completely

satisfied

somewhat

satisfied

neither

satisfied nor

dissatisfied

somewhatdissatisfied

completely

dissatisfied


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If levis lower down its prices to some extent the sales volume could be increased to a very large extent. As

we saw in the survey that people who are somewhat dissatisfied or who are completely dissatisfied gave the

reason of high prices.

The brand name of Levis is well recognized. We saw in the survey results that most people just to maintain

their high status buy Levis products.

Levis pays its maximum attention to the mens wear. Although the women section and kids sections are

present but they are not full filling the requirements much.

The kids section, which is just in start, should be given attention to attract more customers.

A lot of importance should be given as far as the advertisement is concerned. They should stress on

promoting their products especially through TV media

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19236242 Marketing Levis

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