Bba final year project on levi strauss company

Table of Contents

Topic Page No.

Executive Summary 3

Introduction 4

History 5

Brands 11

Values 14

Vision Statement 15

Mission Statement 16

Aspiration Statement 18

Situation Analysis 19

Competitive Analysis 20

Current Market Need 22

SWOT Analysis 23

4 P’S of Levi Strauss 26

Research Methodology 30

Research Design 31

Sampling Design 32

Data Collection 34

Tool and Techniques 35

Data Analysis 37

Key Planning Decision 44

Scanning Environment 46

Market Segmentation 48

Target Market 54

Marketing Mix 57

Product Attributes 58

Brand Positioning 60

Brand Personality 61

Features Analysis Chart 62

Implementation 63

Evaluation 66

Budgeting 69

Media Strategy 76

Advertising Chart 79

Promotional mix and tools 81

Marketing Strategy 85

Conclusion 88

Recognition 89

Earning Webcast 99

Culture 103

Executive Summary

This integrated marketing communications plan is designed for new advertising campaign

for Levis Strauss Company. Levis Strauss Company is manufacturer of jeans and many other

clothing products. Brands are very famous due to style and quality and people feel prestige

while using the products of Levis.

The plan includes introduction history of the company and it also includes promotion

analysis, corporate strategies, Objectives, relevant advertisings through different mediums

like TV, Radio, Newspapers, billboards, budgeting for the entire campaign etc. After then

evaluation and finally media plan has described.

The overall goals for this plan are:

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

Increase awareness and build primary demand

To build strong brand equity.

Build Company’s image as innovator.

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

To create the importance of its products

INTRODUCTION:

Levi Strauss & Co. (LS&CO.) is one of the world's largest brand-name apparel marketers with

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 is registered 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 sizes and 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.

HISTORY

Levi Strauss started the business at the 90 Sacramento Street address in San Francisco.

He next moved the location to 62 Sacramento Street then 63 & 65 Sacramento Street.

Jacob Davis, a Latvian Jewish immigrant, was a Reno, Nevada [6] tailor who frequently

purchased bolts of cloth made from denim from Levi Strauss & Co.'s wholesale house.

After one of Davis' 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 base of the button fly. Davis did not have the required money to purchase a

patent, so he wrote to Strauss suggesting that they go into business together. After Levi

accepted Jacob's offer, on May 20, 1873, the two men received U.S. Patent 139,121

from the United States Patent and Trademark Office. The patented rivet was later

incorporated into the company's jean design and advertisements. Contrary to an

advertising campaign suggesting that Levi Strauss sold his first jeans to gold miners

during the California Gold Rush (which peaked in 1849), the manufacturing of denim

overalls only began in the 1870s. The company then created their first pair of Levis 501

Jeans in the 1890s, a style that went on to become the world's best selling item of

clothing.

http://en.wikipedia.org/wiki/Jacob_Davis_(inventor)

http://en.wikipedia.org/wiki/California_Gold_Rush

http://en.wikipedia.org/wiki/United_States_Patent_and_Trademark_Office

http://www.google.com/patents/US139121

http://en.wikipedia.org/wiki/Button_up_flies

http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-6

http://en.wikipedia.org/wiki/Jewish

http://en.wikipedia.org/wiki/Latvia

Levi Strauss advertising sign

Modern jeans began to appear in the 1920s, but sales were largely confined to the

working people of the western United States, such as cowboys, lumberjacks, and

railroad workers. Levi’s jeans apparently were first introduced to the East during the

dude ranch craze of the 1930s, when vacationing Easterners returned home with tales

(and usually examples) of the hard-wearing pants with rivets. Another boost came in

World War II, when blue jeans were declared an essential commodity and were sold only

to people engaged in defense work.

Between the 1950s and 1980s, Levi's jeans became popular among a wide range of

youth subcultures, including greasers, mods, rockers, and hippies. Levi's popular shrink-

to-fit 501s were sold in a unique sizing arrangement; the indicated size referred to the

size of the jeans prior to shrinking, and the shrinkage was substantial. The company still

produces these unshrunk, uniquely sized jeans, and they are still Levi's number one

selling product. Although popular lore (abetted by company marketing) holds that the

original design remains unaltered, this is not the case: the crotch rivet and waist cinch

were removed during World War II to conform to War Production Board requirements to

conserve metal, and was not replaced after the war. Additionally, the back pocket rivets,

which had been covered in denim in 1937 due to complaints they scratched furniture,

were removed completely in the 1950s. From a company with fifteen salespeople, two

plants, and almost no business east of the Mississippi in 1946, the organization grew in

thirty years to include a sales force of more than 22,000, with 50 plants and offices in 35

countries.[9]

Expansion 1960s through 1980's later

From the early 1960s through the mid-1970s, Levi Strauss experienced significant

growth in its business as the more casual look of the 1960s and 1970s ushered in the

"blue jeans craze" and served as a catalyst for the brand. Levi's, under the leadership of


http://en.wikipedia.org/wiki/Shrinkage_(fabric)

http://en.wikipedia.org/wiki/Hippie

http://en.wikipedia.org/wiki/Rocker_(subculture)

http://en.wikipedia.org/wiki/Mod_(subculture)

http://en.wikipedia.org/wiki/Greaser_(subculture)

http://en.wikipedia.org/wiki/Counterculture_of_the_1960s

http://en.wikipedia.org/wiki/Dude_ranch

http://en.wikipedia.org/wiki/File:Levi_Strauss_sign.JPG

Walter Haas, Peter Haas Sr., Paul Glasco and George P. Simpkins Sr., expanded the

firm's clothing line by adding new fashions and models, including stoned washed jeans

through the acquisition of Great Western Garment Co.,(GWG), a Canadian clothing

manufacturer, acquired by Levi's. The acquisition lead to the introduction of the modern

"stone washing" technique, still in use by Levi Strauss. Simpkins is credited with the

company's record paced expansion of its manufacturing capacity from 16 plants to

more than 63 plants in the United States from 1964 to 1974 and 23 overseas. Levi's'

expansion under Simpkins was accomplished without a single unionized employee as a

result of Levi's' and the Haas family's' strong stance on human rights and Simpkins' use

of "pay for performance" manufacturing from the sewing machine operator level up. As

a result, Levi's' plants were perhaps the highest performing, best organized and

cleanest textile facilities of their time.

The Dockers brand, launched in 1986 which is sold largely through department store

chains, helped the company grow through the mid-1990s, as denim sales began to fade.

Dockers were introduced into Europe in 1996. Levi Strauss attempted to sell the

Dockers division in 2004 to relieve part of the company's $2.6 billion outstanding debt.

Levi's 506 inside

http://en.wikipedia.org/wiki/File:Levi%27s_506_inside.jpg

A Levi's outlet store in Canada

By the 1990s, the brand was facing competition from other brands and cheaper

products from overseas, and began accelerating the pace of its US factory closures and

its use of offshore subcontracting agreements. In 1991, Levi Strauss faced a scandal

involving pants made in the Northern Mariana Islands, where some 3% of Levi's jeans

sold annually with the Made in the USA label were shown to have been made by Chinese

laborers under what the United States Department of Labor called "slavelike" conditions.

Today, most Levi's jeans are made outside the US, though a few of the higher end, more

expensive styles are still made in the U.S.

Cited for sub-minimum wages, seven-day work weeks with 12-hour shifts, poor living

conditions and other indignities, Tan Holdings Corporation, Levi Strauss' Marianas

subcontractor, paid what were then the largest fines in U.S. labor history, distributing

more than $9 million in restitution to some 1,200 employees. Levi Strauss claimed no

knowledge of the offenses, then severed ties to the Tan family and instituted labor

reforms and inspection practices in its offshore facilities.

The activist group Fuerza Unida (United Force) was formed following the January 1990

closure of a plant in San Antonio, Texas, in which 1,150 seamstresses, some of whom

had worked for Levi Strauss for decades, saw their jobs exported to Costa Rica. During

the mid- and late-1990s, Fuerza Unida picketed the Levi Strauss headquarters in San

Francisco and staged hunger strikes and sit-ins in protest of the company's labor

policies.

http://en.wikipedia.org/wiki/Costa_Rica

http://en.wikipedia.org/wiki/Texas

http://en.wikipedia.org/wiki/San_Antonio

http://en.wikipedia.org/wiki/Tan_Holdings_Corporation

http://en.wikipedia.org/wiki/United_States_Department_of_Labor

http://en.wikipedia.org/wiki/Commonwealth_(United_States_insular_area)#Commonwealth_of_the_Northern_Mariana_Islands

http://en.wikipedia.org/wiki/File:Levi%27sOutletStore.JPG

The company took on multi-billion dollar debt in February 1996 to help finance a series

of leveraged stock buyouts among family members. Shares in Levi Strauss stock are not

publicly traded; the firm is today owned almost entirely by indirect descendants and

collateral relatives of Levi Strauss, whose four nephews inherited the San Francisco dry

goods firm after their uncle's death in 1902. The corporation's bonds are traded publicly,

as are shares of the company's Japanese affiliate, Levi Strauss Japan K.K.

In June 1996, the company offered to pay its workers an unusual dividend of up to $750

million in six years' time, having halted an employee stock plan at the time of the

internal family buyout. However, the company failed to make cash flow targets, and no

worker dividends were paid. In 2002, Levi Strauss began a close business collaboration

with Walmart, producing a special line of "Signature" jeans and other clothes for

exclusive sale in Walmart stores until 2006. Levi Strauss Signature jeans can now be

purchased at several stores in the US, Canada, Australia, New Zealand, India, Pakistan

and Japan.

According to the New York Times, Levi Strauss leads the apparel industry in trademark

infringement cases, filing nearly 100 lawsuits against competitors since 2001. Most

cases center on the alleged imitation of Levi's back pocket double arc stitching pattern

(U.S. trademark #1,139,254), which Levi filed for trademark in 1978. Levi's has

successfully sued Guess?, Polo Ralph Lauren, Esprit Holdings, Zegna, Zumiez and Lucky

Brand Jeans, among other companies.

By 2007, Levi Strauss was again said to be profitable after declining sales in nine of the

previous ten years. Its total annual sales, of just over $4 billion, were $3 billion less

than during its peak performance in the mid-1990s. After more than two decades of

family ownership, rumors of a possible public stock offering were floated in the media in

July 2007. In 2009, it was noted in the media for selling Jeans on interest-free credit, due

to the global recession.[25] [26] In 2010, the company partnered with Filson, an outdoor

goods manufacturer in Seattle, to produce a high-end line of jackets and workwear.

On May 8, 2013, the NFL's San Francisco 49ers announced that Levi Strauss & Co. had

purchased the naming rights to their new stadium in Santa Clara, California. The naming

rights deal calls for Levi's to pay $220.3 million to the city of Santa Clara and the 49ers

over twenty years, with an option to extend the deal for another five years for around

$75 million

Today, the Levi’s® brand is an authentic American icon, known the world over. Levi

Strauss started it 150 years ago & forever earned a place in history. In 1847, Levi

http://en.wikipedia.org/wiki/Santa_Clara,_California

http://en.wikipedia.org/wiki/Levi's_Stadium

http://en.wikipedia.org/wiki/San_Francisco_49ers

http://en.wikipedia.org/wiki/NFL

http://en.wikipedia.org/wiki/Filson_(company)



http://en.wikipedia.org/wiki/Global_recession

http://en.wikipedia.org/wiki/Lucky_Brand_Jeans

http://en.wikipedia.org/wiki/Lucky_Brand_Jeans

http://en.wikipedia.org/wiki/Zumiez

http://en.wikipedia.org/wiki/Ermenegildo_Zegna

http://en.wikipedia.org/wiki/Esprit_Holdings

http://en.wikipedia.org/wiki/Polo_Ralph_Lauren

http://en.wikipedia.org/wiki/Guess%3F

http://en.wikipedia.org/wiki/Trademark

http://en.wikipedia.org/wiki/The_New_York_Times

http://en.wikipedia.org/wiki/Walmart

http://en.wikipedia.org/wiki/Walmart

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 18are offering many

products according to different segments defined further under segmentation. They are

doing business all over the world and expanded their outlets throughout the world. On

the other side they are manufacturing their jeans and other products through

outsourcing from different countries. In Pakistan Crescent Bahuman Ltd and Nishat Mills

are their main manufacturers. The brands that are offering by them are given below

under product offer.

Product Offerings:

By segmenting their target market they are offering different products to different

consumers detail is given below:

BRANDS:

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

Levi's®:

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 Levi’s brand

continues to define jeans wear with widest range of products available from

quintessential classics, such as the famous Levi's®501® Original jean to favorite fits

and styles in our Red Tab™ and Levi's® Premium collections.

.

Dockers®:

Launched in 1986 in the United States, Dockers® brand products and marketing

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® Khakis quickly became the No. 1

khaki pant brand in the United States .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 range of accessories — designed to

fit a variety of different body types and sizes. Today, the Dockers® brand has expanded

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.

Levi Strauss Signature™:

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.

Other Products offerings”

SHIRTS

COTTON PANTS

ACCESSORIES

BELTS

SUNGLASSES

WALLETS

LADY’S BAGS

JACKETS

SHOES

VALUES:

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

1. Empathy

2. Originality

3. Integrity

4. Courage

Levi Strauss & Co. says,

“Our corporate values -- empathy, originality, integrity and courage -- are the foundation

of our company and corporate values -- empathy, originality, integrity and courage --

are the foundation of our company and define 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.”

VISION STATEMENT:

Meaning:-

A Vision Statement defines what your business will do and why it will exist tomorrow

and it has defined goals to be accomplished by a set date. A Vision Statement takes into

account the current status of the organization, and serves to point the direction of

where the organization wishes to go.

Your Vision Statement is a marketing tool and a business development tool because it

announces your company’s goals and purpose to your employees, suppliers, customers,

vendors, and the media.

Vision Statement of Levis

When LS & Co. describe the future of Levi they are talking about a building on the

foundation they have inherited: affirming best of their Company’s tradition, closing gaps

that may exist between principles and practices and updating some of their values to

reflect contemporary circumstances.

MISSION STATEMENT

Meaning of Mission Statement

A mission statement defines what an organization is, why it exists, its reason for being.

At a minimum, your mission statement should define who your primary customers are,

identify the products and services you produce, and describe the geographical location

in which you operate.

If you don't have a mission statement, create one by writing down in one sentence what

the purpose of your business is. Ask two or three of the key people in your company to

do the same thing. Then discuss the statements and come up with one sentence

everyone agrees with. Once you have finalized your mission statement, communicate it

to everyone in the company.

It's more important to communicate the mission statement to employees than to

customers. Your mission statement doesn't have to be clever or catchy--just accurate.

If you already have a mission statement, you will need to periodically review and

possibly revise it to make sure it accurately reflects your goals as your company and the

business and economic climates evolve. To do this, simply ask yourself if the statement

still correctly describes what you're doing.

If your review results in a revision of the statement, be sure everyone in the company is

aware of the change. Make a big deal out of it. After all, a change in your mission

probably means your company is growing-and that's a big deal.

Once you have designed a niche for your business, you're ready to create a mission

statement. A key tool that can be as important as your business plan, a mission

statement captures, in a few succinct sentences, the essence of your business's goals

and the philosophies underlying them. Equally important, the mission statement signals

what your business is all about to your customers, employees, suppliers and the

community.

The mission statement reflects every facet of your business: the range and nature of the

products you offer, pricing, quality, service, marketplace position, growth potential, use

of technology, and your relationships with your customers, employees, suppliers,

competitors and the community.

Mission Statement of Levis’s

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.

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.

Situation Analysis

Situation Analysis

Levi Strauss and Company is approaching to the saturation of Jean Market. The fast

changes in the consumer tastes, competition from both lower and high-end brands, the

fast development in the modern distribution and sales technology has brought a

continuous lose of market share.

A new series of Engineered Jeans has been developed and launched as part of program

intending to meet the needs of their major target, in order to regain lost marker share

and maintain their position the industry. Their expertise in Jeans and causal dress

industry will be fully exploited at world basis.

This year, they intended to strengthen the promotion of this new brand. Certain

resources will be allocated to their existing brands, to maintain market share of 501,

enlarge market share of Dockers and slates. Communication with their customers is

important for us. They will also improve their relation with them, and track the changes

in the taste and need of their main target market. Information system will also be

improved to enhance their ability to adapt the market change.

On the other side in the Pakistan Levi Strauss & Co is facing few problems. Here due to

decrease n the income level of the people people are not in this condition to buy high

priced products of Levi Strauss & Co. Other issue is that the local manufacturers use the

tag of highly reputed brands that’s why consumer traped and purchase these products.

Completive Analysis:

Levi Strauss & Co. was threatened by competition, because barriers of entry were

relatively low in the jean market. (excluding the of entry were relatively low in the jean

market. (excluding the patent) patent)

Some of Levi Some of Levi’s competitors include: s competitors include:

Calvin Klein

Gap Jeans

Denim Jeans

Stone age

Tommy Hilfiger

•The entrance of new competitors had many effects on Levi’s.

Levi’’s no longer has monopoly power so now they have to set more competitive

prices due to that lower profits they gain.

Availability of substitutes firm faces increase in elasticity of demand

The prices of competitor’s products are lower so consumers prefer other brands.

So when their consumers purchase products from the competitors its minimizes

its market share.

Competitors successfully were able to take from Levi’s market due to heavy

advertising and branding. . Branding was especially effective for companies like

Calvin Klein that targeted high-end consumers.

Some of the marketing strategies that competitors like Calvin Klein used to

differentiate their product and brand included:

Celebrity endorsements (Calvin Klein and Brooke Shields)

Up Up-to to-date European product designs (low rise, tighter)

Advertise jeans as “designer.”

These advertisements were used as a barrier to entry, because of spurious

product differentiation. Although Levi’’s jeans may physically the same as its

competitors, consumer preferences are affected by brand name.

Current Market Need:

Its not just how good a product is that determines if consumers will buy it. Many people

find themselves motivated by several factors when that all-important decision to

purchase a specific product is made. For us it is as simple as comparing the prices, but

many others there are many emotional factors that weigh heavily on their decision.

Does this product make me feel good about myself? What image does this product

present me with? What effect will owning this about myself? Consumers ask themselves

questions such as these when making decisions about whether or not to buy something.

Do people want to be like someone they see in as advertisement? This question is the

basis for marketing, particularly in the clothing industry. Buyers over the years have

liked the rugged. Confident, individualistic and laid back image that Levi’s give them.

This image, which has been created through the company’s intelligent marketing

scheme, has allowed to company to maintain its prosperity over the year.

SWOT Analysis:

A SWOT analysis (alternatively SWOT matrix) is a structured planning method used to

evaluate the strengths, weaknesses, opportunities, and threats involved in a project or

in a business venture. A SWOT analysis can be carried out for a product, place, industry

or person. It involves specifying the objective of the business venture or project and

identifying the internal and external factors that are favorable and unfavorable to

achieve that objective. The technique is credited to Albert Humphrey, who led a

convention at the Stanford Research Institute (now SRI International) in the 1960s and

1970s using data from Fortune 500 companies.[1] [2] The degree to which the internal

environment of the firm matches with the external environment is expressed by the

concept of strategic fit.

Setting the objective should be done after the SWOT analysis has been performed. This

would allow achievable goals or objectives to be set for the organization.

Strengths: characteristics of the business or project that give it an advantage

over others.

Weaknesses: characteristics that place the business or project at a disadvantage

relative to others

Opportunities: elements that the project could exploit to its advantage

Threats: elements in the environment that could cause trouble for the business

or project

Identification of SWOTs is important because they can inform later steps in planning to

achieve the objective.

First, the decision makers should consider whether the objective is attainable, given the

SWOTs. If the objective is not attainable a different objective must be selected and the

process repeated.

Users of SWOT analysis need to ask and answer questions that generate meaningful

information for each category (strengths, weaknesses, opportunities, and threats) to

make the analysis useful and find their competitive advantage.

http://en.wikipedia.org/wiki/Strategic_fit

http://en.wikipedia.org/wiki/SWOT_analysis#cite_note-2

http://en.wikipedia.org/wiki/SWOT_analysis#cite_note-1

http://en.wikipedia.org/wiki/Fortune_500

http://en.wikipedia.org/wiki/SRI_International

http://en.wikipedia.org/wiki/Albert_S._Humphrey

http://en.wikipedia.org/wiki/Business

http://en.wikipedia.org/wiki/Project

http://en.wikipedia.org/wiki/Plan

SWOT Analysis for Levis

Bases on the Levis Strauss unique resources and capabilities as to be the first mover in

the industry and one of the ten top US recognized brand name has continue developing

new products (as the Jacket with MP3) and looking after new markets this will allow to

adapt to the fast consumers taste changes and to move away from the saturation of the

jeans market.

Strengths:

History

Pioneer in Jeans

Levi’s enjoys high brand equity. People all around the world recognize the

brand name.

Levi’s products are unique and innovative in the style.

A lot of variety is offered by Levi’s ranging from sunglasses to skirts and

shirts.

Diversity

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

the long lasting products.

Levi’s follows a high standard of quality.

Expertise in jeans industry

Finance and access to international markets

Its highly expertise and intelligent management

Distribution channels and Global sourcing

Weaknesses:

Levi’s 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.

Levi’s does not provide any services like free delivery etc

Lack of control on distribution decisions ( Retailers pressure to stop selling

on web)

Opportunities:

Levi’s can do more well in the women section. This section is give less

importance as compared to the men section.

The kid’s 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 number of customers.

Low manufacturing and production cost in various international markets

like Pakistan and Bangladesh.

Threats:

Saturation of jeans market.

Local competitors in expanded markets

The threats that Levi’s faces are the competitors. Although it does not have any

competitor in Pakistan but it does have some competitors at the global level.

Fast change in the consumer taste.

Economic downfall in many countries like Pakistan.

4P’s of Levi’s Strauss

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 for the 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:

Their all products are sold at listed price, which are settled by the LevisCompany (Singapore).

There is no discount to offer Credit Sales:

They also deal with credit sales, but we don’t overcharges to the customers, we pay it our self to

the bank (3 %). Products are only sold for cash or on credit cards Discount:

They don’t give the discount to our customers even to the employees of the Levis. Their prices

are fixed.

Payment Period & Credit Terms: Payment Period & Credit Terms are settled by the company. Price Determination:

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

that is used is considered .Their price is influenced by the following factors:- able for the target

market

Demand of the product Uniqueness and innovative features of the products.

Product

Red tab jeans offers traditional cuts

Silver Tab jeans define fashion looks with a background of quality

Levi’s jeans expanded its fashion designs not only in men and women apparels,

but also in kids wear.

Place

Vast distribution channels spread all over the world

In Asia it has the brand distribution in the countries like China, Guam, India & Japan In India, its products are distributed by Mayur marketing, which is headquartered at New Delhi.

Promotion

Aggressive campaigns

Launch and promotions are coordinated with licenses in various countries

Advertisements through mass media such as print and electronic transmission bell

boards and on the internet are some of LEVI’S way of ra among the consumers.

Mode of sourcing

Levis works with direct sourcing in INDIA

LEVIS signs a contract with all the supply chain suppliers with a major focus on sustainability

and eco-friendly goods.

Cotton, Fabric, Product Suppliers, Distribution, Retail.

Supply chain

FIBRE-More than 95% of all Levi’s® products are made with cotton grown in the U.S., China,

India, Pakistan, Turkey or one of the many other countries where cotton is farmed.

FABRIC-Once the cotton leaves the fields, it is spun and made into fabric by mills around the

world.

LEVIS generally do not purchase fabric directly from the mills, but takes important steps toward

partnering with them in their drive toward sustainability.

. Product suppliers

LEVIS is committed to Responsible Global Sourcing.

LEVIS contract production from manufacturing suppliers that cut, sew, finish and wash our

products.

Hence they build sustainability directly into the contracts.

Distribution

Once the garments are ready for ship ment , LEVIS distributes them through their own logistics

department

The INDC is generally the head office at US.

Suppliers from India

Alpine Apparels Pvt Ltd – Bangalore

Ambattur Clothing Company - Chennai

Aviram Knitters – Tirupur

GO International – Tirupur

BEST Garments – Tirupur

Bombay Rayon – Bomba

Casual garments – Tirupur

EXIM Clothing –Tirupur

Trademarks

Levis has more than 5,000 trademark registrations and pending applications in approximately

180 countries The Levi’s, Dockers, the Arcuate Stitching Design, the Tab Device, the Two

Horse» Design and the Wings and Anchor being the core of all.

.

Eco-Friendly

Levi’s® brand launches 100% organic cotton jeans. Red Tab and, the recently launched,

Levis Capital E lines. The jeans will be identified as Levis.

Problem Statement

i) Are Levis jeans users satisfied with what the company is offering?

ii) What measures need to be adopted to increase their current level of satisfaction towards

Levis jeans?

Research Methodology

In this review of available information about a brand, the primary objective is to generate hypothesis concerning the

key ‘assets’ of the brand that are likely to mediate its equity. These hypotheses will help guide and frame the

measures of brand equity that should be used in any research that is conducted. Also, depending upon the brand’s

marketing strategy; a researcher may also want to consider the information under review in light of other potentially

related issues, for example: possible line or brand extension. Up to this point the discussion has cantered on those

things it is necessary to understand before actually measuring brand equity. Now it is time to choose appropriate

measures about customer satisfaction and preferences.. First, a number of techniques should be used to gain an

understanding of its nature.

Research design

Research Design specifies the methods and procedures for conducting a particular study. A

Research Design is the arrangement of conditions for collection and analysis of the data in a

manner that aims to combine relevance to the research purpose with economy in procedure.

Research Design is broadly classified into three types as

Exploratory Research Design

Descriptive Research Design

Hypothesis testing Research Design

On the basis of the objective of study, the studies which are concerned with describing the

character tics of a particular individual, or of a group of individual under study comes under

Descriptive Research Design.

Descriptive Research Design: In this research design the objective of study is clearly

defined and has accurate method of measurement with a clear cut definition of population which

is to be studied.

A research design is purely and simply the focus of the study in on studying the banner

advertising is conclusive in nature that guides to the collection and analysis of data. The

descriptive research design has been used in this project, because consumer’s feedback was

necessary for obtaining the data.

Formulating the research problem

Two steps are involved in formulating the research problem:

Understanding the problem

Rephrasing the problem into meaningful terms from an analytical point of view

Sampling design

A Sample Design is a definite plan for obtaining a sample from a given population. It refers t the

technique r the procedure adopted in selecting items for the sample. The main constitution of the

sampling design is as below-

Sampling Unit

Sample Size

Sampling Procedure

Sampling unit

A sampling framework i.e. developed for the target population that will be sampled i.e. who is to

be surveyed

Retailers, Customers, Working people, school students, unemployed and housewives i.e.

males and females irrespective of their education level.

Sample size

It is the substantial portion of the target population that is sampled to achieve reliable

results.200------- respondents.

Sampling procedure

The procedure to choose the respondents to obtain a representative sample, a non-probability

sampling technique is applied for the target – market.

Non-Probability Sampling

It is a purposive sampling which deliberately chooses the particular units of the universe for

constituting a sample on the basis that the small mass that they so select out of a huge one will be

typical or representative of the whole.

The sampling used for this study was probability sampling. Since the study is only meant for

certain specific categories within the total population, a stratified random sample was used.

Three groups of categories have been taken into account viz. students professionals and general

public. Random Sampling (fill up the questionnaire)

Data collection

Primary data

The primary data are those data, which are collected afresh and for the first time. And happen to be

original in character. The primary data to be collected for the study are-

Questionnaire –.A set of questionnaire is prepared for the cause of collecting different information related to the pre-determined objectives

Secondary data

Secondary data was obtained from journals, magazines newspapers, books and the internet.

Research instrument

For doing the survey research, structured questionnaire with both open ended and close ended

questions were used.

Place of study

The study and survey is done in national capital region only.

Tools and Techniques

Data Collection: Collection of data constitutes the first step in a statistical investigation. Utmost care must be exercised in collecting data as because they form the foundation of statistical method. If data are faulty, the conclusion drawn can never be reliable.

1. Types of Data: Generally data are of two types-

a) Primary Data: The data which are originally collected by an agency for the first time for any statistical investigation are said to be primary data.

b) Secondary Data: The data which have already been collected by some agency and taken over from there and used by any other agency for their statistical work are termed as secondary data. So in simple if a primary data collected for a statistical investigation are used in other statistical investigation then those data are called as secondary data.

2. Tools and Techniques of Data or Information Collection: The primary data or information can be collected by the following means-

a) Observing Behaviors of Participants: This method specifies the conditions and methods at making observation. In this method, the information is sought by way of investigator’s own direct observation without asking from the respondent. The main advantage of this method is that subjective bias is eliminated, if observations are done accurately. It is the most commonly used method especially in studies relating to behavioral science.

b) Questionnaire Method: Under this method, a list of questions pertaining to the survey (known as questionnaire) is prepared and sent to the various informants by post. The questionnaire contains questions and provides space for answer. A request is made to the informants through a covering letter to fill up the questionnaire and sent it back within a specified time. The respondents have to answer the questions on their own. The questionnaire can be delivered directly hand by hand, through surface post or as an electronic questionnaire.

c) Interview Method: This involves listening to or integrating informants. The interview method of collecting data involves presentation of oral-verbal stimuli and reply in terms of oral – verbal responses. So, under this method of collecting data, there is a face to face contact with the persons from whom the information is to be collected. The interviewer asks them question pertaining to the survey and collects the desired information. This method can be used through personal interview, telephone interview, Chat, Audio Conferencing, Video Conferencing, etc. The interview can be structured, semi structured or open interview.

d) Schedules Method: In this method of data collection, the ennumerator or interviewers who are specially appointed for the purpose along with schedules, go to the respondents, put to them the questions from the Performa in the order the questionnaire are listed and record the replies in the space meant for the same in the Performa. In certain situation, schedules may be handed over to respondents and ennumerators may help them in recording their answer to various questions in the said schedules. Ennumerator explains the aims and objectives of the investigation and also removes the difficulties which respondents may feel in relation to understanding the implication of a particular question or a definition or concept of difficult term. This method has the advantage over the questionnaire method in the sense that the respondents have no scope to misunderstand any question and thereby putting irrelevant answer.

e) Information from Correspondents: Under this method, the investigator appoints local agent or correspondents in different places to collect information. These correspondents collect and transmit information to the central office where the data are processed. The special advantage of this method is that it is cheap and appropriate for extensive investigation. However, it may not always ensure accurate results because of the personal prejudice and bias of the correspondents. Newspaper agencies generally adopt this method.

Besides the above methods, nowadays many big companies also follow some other method for primary data collection like warranty card, Distributor or Store Audit, Consumer Panels, Projective Techniques, Depth Interview, Content analysis, etc.

In most of the studies the investigator finds it impracticable to collect first hand information on all related issues and as such he/she makes use of the data collected by others. The secondary data can be collected by way of examining historical and other records, literature and proverbs. If data available in secondary sources are reliable, suitable and adequate then only the secondary data should be collected.

Data analysis

Descriptive Data analysis

S. No Subject Option Quantity

1 Gender Male 145

Female 55

2 Age group 18-25 64

26-35 87

36-45 40

Above 45 9

3 Occupation Service 42

Business 35

Self-employed 44

Student 57

Homemaker 18

Retired 4

4 Education Up to 10+2 29

Graduate/Diploma 104

post Graduate 67

5 Annual Family Income 200000-400000 43

400001-800000 62

800001-1000000 75

Above 1000000 20

6 Preferable Brand Levi's 86

Numero Uno 44

Woodland 43

Tommy Hillfigure 27

Others 0

The data from our survey has been given above.

Analysis of customer Age group

Fig 1.2

Age GroupAbove 45

36-45 10%

15%18-2539%

26-3536%

In the above chart the customer whose age is between18-25,percentage is 39%.The customer

whose age is between 26-35, percentage is 36%.The customer whose age is between 36-

45,percentage is 15%.And the customer whose age is above 45, percentage is 10%.We can say

that youngsters are more brand conscious than other age group people.

Diagram Analysis of customer Occupation.

Fig 1.3

60

57

4244

5040 35

30 1820

410

0

In the above graph we have found that out of 200 respondent, 42 respondent are service

person,35 respondent are Businessman, 44 respondent have a self-employed, 57 respondent

have a student , 18 respondent have a homemaker and 4 respondents have a retired.

So, here we can analysis that most of the customers have student.

Advertising Plan of Levis Strauss Company

Customer Income Group

80 756260 4340

2020

0

200000-400000400001-800000

800001-1000000Above 1000000

In the above graph we found out of 200 respondent, 43 whose average annual family

income is 200000-400000, 62 person whose annual family income 400001-800000, and

75 respondents are in 800001-1000000, 20 person are in above 1000000.


Screen clipping taken: 4/26/2014, 2:33 PM

From your survey we found that out of 200 Respondents 86 Respondents has chosen

Levi’s brand, 44 Respondents are goes for Numero Uno brand, 43 Respondents prefer the

Woodland brand, only 27 Respondents has chosen the Tommy Hill figure brand.

So here we can analysis that most of the customer prefer Levi’s brand for its brand value,

Style & price


Diagram which analysis customer satisfaction

Fig 1.6

100 87 8990 76 69 6880 62 59 5870

57 51604150

4021 19 2130

11201 2 2 3 310

0

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Satisfied

Not

Poor

Mod

erate

High

ly

Not

Poor

Mod

erate

High

ly

Not

Poor

Mod

erate

High

ly

Not

Poor

Mod

erate

High

ly

Levi's Numero Uno Woodland Tommy Hillfigure

Here in the diagram we try to compare Levi’s brand with Levi’s top three competitors.

We try to find out here the customer satisfaction level of the different brand user. We

found that molar less Woodland and Numero Uno brand use are quite satisfied but

above on this the Levi’s brand user most satisfied.


KEY PLANNING DECISIONS


Marketing Objectives:

To improve leadership market position and superior product and service

To maintain and protect the global brand

Increase the market share in products by annual average of 12.8% in the

next five years.

Also, to maintain the global market share of denim products in the same

period.

Advertising objectives:

To inform, persuade and remind the potential customers about its

products

Increase awareness and build primary demand

To build strong brand equity.

Build Company’s image as innovator.

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

To create the importance of its products


SCANNING THE MARKETING ENVIRONMENT:

Like other successful companies, Levi’s 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 company’s marketers. More than any other group in the

company, the marketing managers of Levis are the trend trackers and

opportunity seekers. Many opportunities are found by identifying trends

(directions or sequences of events that have some momentum and durability)

and mega trends (major social, economic, political and technological changes

that have long-lasting influence). Within the rapidly changing global picture, the

marketers of Levi’s are monitoring the following six major “Environmental

Forces”:

Demographic Environment

Economic Environment

Natural Environment

Technological Environment

Political-Legal Environment

Social-Cultural Environment

Products, Positioning, and Market

Segmentation:


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 clout from 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.


TARGET AUDIENCE- BASIS FOR SEGMENTATION:

Market Segmentation:

Segmentation is the basis for developing targeted and effective marketing plans.

Furthermore, analysis of market segments enables decisions about intensity of

marketing activities in particular segments. A segment-orientated marketing

approach generally offers a range of advantages for both, businesses and

customers.

Market segmentation is the selection of groups of people who will be most

receptive to a product. The most frequent 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 Segmentation

Levis Strauss Company segments its market on different basis. The detail of each

segment given below in detail:

Demographic Segmentation

There’s little excuse for being surprised by demographic developments. The main

demographic force that marketers monitor is population, because people make

up markets. Marketers are keenly interested in the size and growth rate of

population in cities, regions, and country; age distribution and ethnic mix;

educational levels; household patterns; regional characteristics and movements.

The company makes clothes foe men, women, children & teens. So everyone is a


potential customer for LEVI’S. LEVI’S generally appeals to more mature

generations not necessarily looking to make fashion statement. LEVI’S makes an

effort to appeal to all

Customers in one way or another, which has been a key to their success over the

years. Assuming that the world population is growing LEVI’S can infer that the

market for jeans is also growing.

Consist of dividing the market into groups bases on variables such as age,

gender, family size, income, occupation, education, religion, race and the

nationality. Levis Strauss Company’s main segmentation variables are

summarized below:

Age:

Few years ago Levis Strauss Company segmented its customers

according to their age. Its provides all type of brands for the people

of all ages for example Levis Strauss Company has huge product

line from children to old people. The target audience is the young

people who wear jeans as fashion. On the other hand the because

LS & Co offer products for all ages so mature and old people are

also come under age segmentation of target audience.

Gender:

Gender segmentation of Levis Strauss Company is for male and

females. They manufacture brands for both genders.

Income:

High income people are come in this segmentation. The prices of

Levis Strauss Company is high so they only target those people

who earn a good income and afford to purchase the brands.


Occupations:

In the occupational segmentation they have segmented their market in

different ways. Students, professionals, business men & women and

executives.

Education:

Well educated people.

Geographic Segmentation

Geographic segmentation calls for dividing the market into different geographical

units such as nation, states, regions, countries, cities, or neighborhoods. The

company can operate in one or a few geographic areas, or operate in all but pay

attention to local variations. Levis Strauss Company has segmentise ite market

accordint to region that are given below:

Levi Strauss Americas

Levis Strauss Americas in the company’s largest region. The Americas

region markets products under the Levi's®, Dockers® and Levi

Strauss Signature® brands and includes four businesses: Levi Strauss

U.S., Levi Strauss Canada, Levi Strauss Mexico, and Levi Strauss Latin

America.

Levi Strauss Europe, Middle East and North

Africa

Levi Strauss Europe, Middle East and North Africa (LSEMA) is

responsible for designing, manufacturing and


Countries in this Region:

LSEMA markets and sells products in the following countries: Albania,

Algeria, Andorra, Austria, Azerbaijan, Bahrain, Belarus, Belgium,

Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Denmark, Egypt,

Estonia, Finland, France, Germany, Greece, Georgia, Hungary, Iceland,

Ireland, Israel, Italy, Jordan, Latvia, Liechtenstein, Lithuania,

Luxembourg, Kazakhstan, Kuwait, Kyrgyzstan, Malta, Mauritius,

Moldova, Monaco, Montenegro, Morocco, Northern Cyprus, Norway,

Oman, Poland, Portugal, Qatar, Romania, Russia, San Marino, Saudi

Arabia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, The

Czech Republic.

Levi Strauss Asia Pacific Division:

Levi Strauss & Co.'s Asia Pacific Division is comprised of subsidiary

businesses, licensees and distributors throughout Asia Pacific, the

Middle East and Africa

The division sources, manufactures and markets Levi's®, Dockers®,

and Levi Strauss Signature® products through affiliates.

Countries in this Region:

India, Indonesia, Japan, Singapore, Pakistan, Philippines, Korea,

Malaysia, Taiwan, Vietnam.

Psychographic Segmentation

Basis of Psychographic Segmentation are given below:

Life style

Activities

Interests


Personality

Values

Behavioral Segmentation

In this segmentation following segments are consider by Levi Strauss Company:

Occasions

Brand loyalty

Usage rate

Benefits

Segmentation Variables Data

Geographic

World region Asia

Country Pakistan

Cities All major cities of Pakistan

Density Urban

Demographic

Age All Ages

Gender Male, Female

Family Life Cycle

Young , Single; Young, Married, no

children; Young, Married with children;

Older, Married with children; Older,

Married with no children under 18; Older,

Single; Other

Income 15000 and above

Occupation From middle class to upper class

Education Schools, College, Universities

Religion Major religion of Islam, Christianity


Race Asian

Nationality Pakistani

Psychographic

Social class Working class, Middle class, Upper class.

Lifestyle

Actualizes, Fulfilled, Believers, Achievers,

Strivers, Experience’s makers and

Strugglers

Behavioral

OccasionsParties, Birthdays, Regular Islamic

Occasions

Benefits Quality, Style, prestige, Durability

Attitude towards product Positive

User Status Regular users and new users


TARGET MARKET:

Once the firm has identified its market-segment opportunities, it has to decide

how many and which one to target. Levi Strauss has oppertunies in different

segmentation. They target its market according to their brands and relating

segmentation. In evaluating different market segments, the firm must look at two

factors: the segment’s overall attractiveness and the company’s objective and

resources.

Because we are making advertising plan to keep the market of 501® JEANS

targets its market by evaluating different segments. Mostly Levi’s targets its

market among the following classes:

Upper Class

People who belong to this class they always to experience those products

which provide them prestige and quality products. Due to high income

class they do not consider the price factor. So Levi’s is the brand that has

eared popularity throughout the world and it is symbol of prestige and

quality which is demanded by this class. So Levi Strauss Company is

targeting this class and people from all age rang and both genders will be

targeting from this class.

Upper Middle Class

In this class people having good education professionals and corporate

executives and business owners belongs. They have a great touch with

the world and have good income. They can afford to wear costly products.

So people from this class will also targeting.


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. Through

their good quality products and best services they always attract customers.

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 segmentation:

JEANS is fulfilling the conditions for effective segmentation.

Segments are strong enough to make profit.

Segments of company are measurable

Limitation of Segmentation:

Because of segmentation, Levi’s 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:

According to Levi’s marketing logistic manager, their company conducts a

research to know

What’s in trend?

What are the needs of customers?

Sources of Data:

Levi’s 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.


MARKETING MIX

The marketing mix is the set of marketing tools the firm uses to pursue its

marketing objectives in the target market. 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 seller’s view of the marketing tools available for influencing buyers.

PRODUCT:

“Product means set of tangible and intangible attributes which may include

packaging, color, price, quality and brand plus the seller’s services and

reputation. A product may be a place, service, good or promotion.”

BRANDS:

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 world’s largest quality products.LS & CO. is basically divided

into 3 sub brands i.e. Levi’s, Dockers and Levis Strauss Signature. All the three

brands are providing different quality products.


PRODUCT 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 product

Variety

Features

Design

Color

Size

VARIETY:

Levi’s 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:

COMPETITORS:

We are much proud to say with surety that our products completely satisfy our

consumers, that’s why we don’t face much competition in our business. But yet

there are some competitors e.g.

CK

GAAP Jeans

Stone age

Tommy Helifiger

Our prices are not influenced by the competitors.


Such a stuff, design and fashion which don’t have the enough sales are

recall back to the company.


Brand Positioning:

Positioning differs between countries and market segments. For example, in

America and much of Europe the emphasize is on jeans as casual attire. In

contrast, Pakistanis wears indicates to social fashion awareness and high status,

For adolescents and youngsters adults (14 to 24) who want casual attire,

engineers jeans by Levis provide a unique fit and functional status, unlike other

competitors.


Brand Personality of Levi’s:

Brand personality is a set of human charectraristics associated with a brand.

Personality is how the brand behaves. Refers to the outcome of all the

consumer’s experiences with the brand, in other words, the brand personality is

the weighted average of previous impressions. In the consumer’s mind, these

impressions merge to form an overall concept of what to expect from brand.

“We can define brand personality of Levi’s as Rebellion, sensuality and

being cool.”


Features Analysis of Levi’s with its

competitors:

Sr

.

Important to

Prospect

Levi’s CK Gap Stone Age T H

1 Quality + + - + +

2 Price - - - - +

3 Style ++ + + + -

4 Availability + - + + --

5 Prestige ++ + + + +

Competitive Advantages

Levi’s never compromises on quality.

Levi’s products are available in cities and towns where it has more

demanded.

Levi’s is using the latest technology in its production units.

Levi’s offers a wide range of products available in its outlets.


Implementation


Execution Plan

TV Advertisement

Levi’s is very famous all over the country, people who wears jeans almost know

that Levi’s products are very unique and a name of quality and prestige. For the

advertising campaign of Levi’s, a ad is also made in order to give a live message

to the audience about that the people who wears jeans should only wear LEVI’S

jeans because the actual jeans only made by them . In the ad initially we have

not shouted a video ad as run in the foreign countries because in this phase we

only want to tell people that JEANS IN LEVI’S. Our message through our ad

campaign will force people to think that the jean that they wear is not the actual

jeans. In our ad we have shown just products especially jeans pints by using the

photos to show people the offerings of Levi’s.

Print Media

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 with LS& Co and the unique outfits of the models

Radio


Because students and young blood is one the main segment of our campaign and

now a days radio is very important mean to reach them because due to short

time to see TV and availability of FM radio in almost every cell phones model we

can easily send our message. The musical ad that will give the message about

the outlet and the latest products availability will be delivered through the radio.

The message will again remind the target audience our core message that “

JEANS IS ONLY LEVIS”.

Internet

Levis provides up-to-date information to their customers through electronic

media i.e. from their website.

Billboards & banners:

The same print media ad will be show in these selected medium to create long

term brand loyalty. The billboards having pictures of products will be displays on

the important places of major cities where outlets are opened. The message that

will shown through billboards and banners will again the same that “ JEANS IS

LEVI’S”. When people see this message again and again where they go they will

definitely feel that the jeans they wear is not the actual jeans and they will rush

towards the Levi’s outlets to have the real jeans.


Evaluation


Evaluation:

After implementation our plan our next step that is very important is to evaluate

our campaign to check our track whether we are going towards the right

direction which we planned or our targets will not achieve through this campaign.

The evaluation strategies that will be use are

1. Before execution

2. After Execution

Now we tell you how this evaluation will be run.

Before Execution:

Before execution evaluation strategy helps to make decision wither we should

run this ad or not. Many factors have to observe and after evelating the elements

that were under observation decisions are made. Before execution we will

observe our ad on different perameters that are given below:

Storyboard Idea:

For TV ad this methodology is very effective. Ad has being evelauted that what

message is being conveyed and what results or how effective the message is.

The actual purpose of this methodology to check that the message we have

developed through our ad is receiving in the same sense or not.

Behavior Analysis:

This strategy has made to check the behavior of people when the ad has being

exposing to them. Observers are there to watch the behavior and expressions of

viewers and see whether they are receiving the actual idea and how they

perceive the ad.

Questionnaire Technique:


In this method ad has exposed to viewers and then asked them to answer the

questions given in the quetionair and then match the answers with the

benchmark answers. If the answers are matcing with the benchmark answers

then the ad has worked.

After execution:

After execution evaluation used to check wether the compieghn is getting the

planned outcomes or not. Few methodologies used to evaluate the ad. Those

techniques are given below:

Sales volume:

After the execution sales have checked. The sales of 30 days after execution of

ad has compared with the previous few months sales volume if the sales volume

has increase then the ad has done what we are expecting from it.

Feelings analysis:

After execution of ad the feelings of people about the brand will also check.

Whether the campaign has created the good image of the brand or not.

Results of Evaluation:

After the evaluation phase we evaluate that the desires results that we were

expecting from our campaign are meeting. The sales volume has increase and

the popularity of the product has also increase. The customers who were

detracted by the competitors were coming back. The purpose of campaign to tell

the people that the JEANS IS LEVIS and making this phrase very popular among

the consumers is achieving through this campaign.


Budgetin

g


ALL YOU CAN AFFORD

Levis Strauss Company has a very big market and they sell their products almost

all over the word. Their advertising budget in every region is very high and

invests a big share of their earnings on the advertising. They made very costly

ads because usually in their ads they use big stars like Brad Pitt and Shahid

Kapoor in their ads. Their brand ambassadors are very renowned personalities

and they charge a big amount for it. So the advertising budget has to set high.

The basic purpose for choosing this method in Pakistan is that they are running

advertising campaign very first time in the country. So to choose the best media

and covering all targeted location through different kind of Medias to reach the

target audience.

The approaximately totoal budget for this campaign is 8 millions but it can be

change according to situation. The allocation of budget to the different media are

given below:

The channels for TV ad are selected:

Geo News

Hum TV

Express News

Ten Sports

Detail of time when the ad will run, duration , rates and approximately budget is

given below


Hum TV:

Timing 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 News:

Timing PricingBasis of Selection

Days to run

Time to run per Day

Total Cost per day


10:00-00:00

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:


Days to run

Time to run per Day

Total Cost per day


10:00-00:00

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

Ten Sports:


Days to run

Time to run per Day

Total Cost per day


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.

They play the vocal ads on Fm 90 and 89. Advertising on radio is basically for the

people who are on roads; on the other side young generation is very good

listener of fm. Due to fm availability in the cell phones, so the message can be

easily convey to them through this medium. These ads would be played 20 times

a day on hourly Basis in form of Time Check and after every time check the vocal

message of Levis will announced.

Total Cost per city: 100,000.00

Total Cities covered: 05

Karachi

Islamabad

Lahore

Faisalabad

Peshawar

Total Cost: 500,000.00


Billboards & banners:

Billboards:

Billboard of different sizes will be displayed in major shopping areas and

locations near to outlets.

Budget for Billboards: 10000000


Budget for Print Media:

Print media is big mean to convey our message to the larg number of people. For

that the newspapers like DAWN, The Nation, The News, Jang, Express, and Nawa-

e-Waqt are the newspaper on which the advertisement will be shown. Rates and

size are given below:

Sr.No.

Name of Newspapers

No. of ads /month

Size of Advertisement

Rate of front Page ad/day

Amount Charged Monthly

1 Dawn 5 27x4 50000 250000

2Nawa-e-Waqt

5 27X4 45000 225000

3 Express 4 27X4 40000 160000

4 News 5 27X4 45000 225000

5 Jang 5 27X4 40000 200000

Total1060000


Media Strategy


Media Strategy:

Media strategy is choice of media to attain desire results from the ad. If our ad

made superb but we fail to select the right media for our ad we cant successful.

We selected the media for few basis, these basis are given below:

Reason to choose Hum TV:

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. The

bases of choosing hum TV are:

Very popular Home entertainment

Has a good market share

Young girls and ladies watch dramas and the dramas of Hum TV are very

popular among them.

Reason to Choose Geo News and Express News:

Now a days Geo News and Express News are most popular news channels and

almost every one watch these channels on routine basis. The time we have

chosen for our ad is very perfect coz the programs like Aj Kamran Khan k Sath

and Mere Mutabiq programs on Geo News are very popular and Kal Tak by Javed

Ch is also most viewed TV show. On the other hand they cover a big market

share and message through these channels can reach to maximum audiance. So

for these most important reasons we choose these channels and these programs.


Reason to choose Ten Sports:

No doubts currently Geo sports has launched by the Geo group but this channel

due to live broad casting of all cricket series has same popularity among the

market we are targeting. During the matches almost whole the target market is

capture by the single match and ad will be rum after every 2 or three over which

will again and again reinforce our message that is Jeans is Levis with our ad that

will definitely force to think people about to make a purchase for the actual

Jeans.

Reasons to Choose Newspapers:

The reason to choose newspapers is, we can attract more target audience

because the market we are targeting is a regular reader of newspapers and on

the other hand people of all income levels, education and profession read

newspapers and it covers a big target market. The printer ad on from pages with

eye catching color scheme and latest designs and trends of jeans are shown to

target audience with our same reinforcement message that Jeans is Levis. The

basic purpose for chosen newspaper is because it gives single thought for the

one topic. When people see again and again our message with our latest styles

and message definitely they will rush towards the outlets for having the actual

jeans.

Reason to Choose Billboards:

Billboards are the very good medium to convey our message to the target

audience. When we display our big billboards on the most famous location which

covers the most important places definitely is will work.

Reason to choose Radio:


Currently we can deliver our message to the large target audience through this

meodium. People while driving, walking, sleeping almost evrytime they listen

radio. So the message can be deliver through the radio easily.

ADVERTISING

Levi's marketing style has often made use of old recordings of popular music in

television commercials, ranging from traditional pop to punk rock. Notable

examples include Ben E King ("Stand By Me"), Percy Sledge ("When a Man Loves

a Woman"), Eddie Cochran ("C'mon Everybody!"), Marc Bolan ("20th Century

Boy"), Screamin' Jay Hawkins ("Heart Attack & Vine"), The Clash ("Should I Stay

or Should I Go?"), as well as lesser known material, such as "Falling Elevators"

and "The City Sleeps" by MC 900 Ft. Jesus and "Flat Beat" and "Monday

Massacre" by Mr. Oizo.

Many of these songs were re-released by their record labels as a tie-in with the

ad campaigns, resulting in increased popularity and sales of the recordings and

the creation of iconic visual associations with the music, such as the use of a

topless male model wearing jeans underwater in the 1986 adverts featuring

"Wonderful World" and "Mad about the Boy" and the puppet, Flat Eric, in the ads

featuring music by Mr. Oizo.

http://en.wikipedia.org/wiki/Tie-in

http://en.wikipedia.org/wiki/Mr._Oizo

http://en.wikipedia.org/wiki/MC_900_Ft._Jesus

http://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Go

http://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Go

http://en.wikipedia.org/wiki/The_Clash

http://en.wikipedia.org/wiki/Heartattack_and_Vine_(song)

http://en.wikipedia.org/wiki/Screamin'_Jay_Hawkins

http://en.wikipedia.org/wiki/20th_Century_Boy

http://en.wikipedia.org/wiki/20th_Century_Boy

http://en.wikipedia.org/wiki/Marc_Bolan

http://en.wikipedia.org/wiki/C'mon_Everybody

http://en.wikipedia.org/wiki/Eddie_Cochran

http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)

http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)

http://en.wikipedia.org/wiki/Percy_Sledge

http://en.wikipedia.org/wiki/Punk_rock

http://en.wikipedia.org/wiki/Traditional_pop_music


Screen clipping taken: 4/25/2014, 8:58 PM


Promotional Mix and tools

The print campaign (appendices A) seeks to remind and persuade the potential

consumers, build brand image, and create relationship between public and

Leviâ€™s and Company. Leviâ€™s and Co. tends to attract the attention of

people and delivery the brand identity to viewers through prints, photographs,

and words. Those prints advertising express the image that people live in their

daily life or the poster will be attached on the wall in their rooms. Due to the

theme of campaign is to bring hope, future, and optimism for youth, workers, and

labors. These images were shown in magazines and on billboard and were

created to demonstrate the brand™s ideal. The photographs encourage young

people to pursue their dream through words and slogans (Fig. 1) and enhancethe

level of workers in society (Fig. 2). is our time, All I need is all I got, o the best

you can and donot look back, Will work for better times, This country was not

built by men in suits, We are all workers above slogans are created for displaying

the thoughts and feelings of youth, labors, and young adult. According to the

above slogans it is clear to realize that the central message of campaign is

inspired by people, especially those young people who tend to change the world

for better live and who are look forward to a positive future. The message

strategy needs to identify the most appropriate persuasive focus and appeal; it

must capture the attention from target groups. In addition, the emotional content

of the advertisement is able to arouse curiosity and sympathy, and draw

attention with public and target audiences (O'Shaughnessy, 1992). These slogans

operate as a kind symbol that can express personal value. The advertising

campaign enhances the self-esteem and value of young people and labors.

Target audiences may judge the brand in a positive positioning, feel a positive

emotion, and learn a positive attitude through the campaign. Furthermore, the

remarkable red mark of Leviâ€™sÂ® is always shown at the corner of the

photograph. It is obvious to inform the brand image to the audience and enhance

the brand awareness.


Television advertising

Generally, Television dominates domestic consumers advertising in most

industrial nations. It is estimated that the typical American â€œWatchesâ€ TV�

over 30

hours a week that means around 38,000 commercials per annum. Leviâ€™s and

Co. has a high reputation all over the world, people who wears jeans almost

recognize the brand of Leviâ€™s. It is clear that the advertising campaign of

Leviâ€™s aim to delivery life message to the audience about the value

proposition of Leviâ€™s which people who wear jeans should only choose

Leviâ€™s jeans. Through broadcasting the video advertising on the television

around global countries, Leviâ€™s would like to announce their audiences that

Jeans in Leviâ€™s.

Social networking via YouTube: â€œGo Forth Commercialâ€ �Using YouTube as a social media channel, the campaign was filmed in various

global visions to delivery same ideal but adjust the content based on culture,

language, and lifestyle. Leviâ€™s and Co. would like to maintain the original

audience, expend more viewers by positive online reviews and word of

mouth/electronic word of mouth further to influence and encourage potential

consumers purchase intention. Due to the development of the Internet, people

are watching less and less Television even if they watch it more and more of

them skip the commercials between the programs. People acted in the campaign

video are youth, musician, young adult, and workers. Then it displayed in a

peaceful and smooth description method but desirable and passion of emotion. In

the end of commercial, the logo Leviâ€™s and theme of the campaign appeared.

Social Media via Facebook: Hits 7.2 million fans

According the article reported (Newezra, 2011) that Leviâ€™s launched â€œGo

Forthâ€ global brand marketing campaign on Facebook and has seen its fans�

page of Facebook grow by over a million new fans; the members increase from

around


million fans on 10th of August to 7.2 million fans on 28th of August. Stylophane,

an online marketing company focused on the fashion and apparel industry,

expressed that Leviâ€™s obtained most â€œlikesâ€ among rivals brand and its�

Facebook fan increase more five times than the number of Guess (1.2 million

fans).

Mobile: Instagram Application

Instagram is a new and popular photo sharing application on the smart phone. It

is not only just a photo blogging but also people can â€œlikeâ€ and comment the�

photo. Leviâ€™s â€œGo Forthâ€ campaign displays the power of the application�

with an impressive digital technique (Fig. 3). Leviâ€™s really operate quite well

on promoting the advertising through the social media on the Internet and new

technology (DailyDOOH, 2010).


Marketing strategy

According to the research of Vrontis and Vronti (2004), the advertising is a global

campaign; therefore, a variety of factors influence the marketing strategy

whether the marketing mix can be standardized for all customers or whether it

needs to be adjusted for some specific market. The factors embraced socio-

culture, political, physical environmental, technological, demographic and

economic factors.

Socio-culture factors

Socio-culture includes language, religion, ethics, values and customer

perspectives. Different cultures are able to lead to various visions regarding the

approach of showing advertising. Leviâ€™s would like to avoid the situation from

producing standardized promotional campaigns. A single advertising are able to

obtain more benefits of finical sale and the higher quality than a multiplicity of

domestic advertisement. Therefore, Leviâ€™s and Co. spent $550,000 in each

series of TV advertisings (Jeannet et al., 1998) to broadcast around the world.

The commercials that launched around the global success delivery the messages

to the audience and balance the freedom that foreign managers need to adapt

their tactics to achieve the preference of local markets (Business Week, 1990).

Moreover, the product name could be translated in different linguistic implication

because of culture differences. Therefore, the content of commercials should be

consider carefully and run in advance to prevent the misunderstanding from the

translation or the symbols that do not have the same meanings. For example,

the white color means death in Chinese culture; on the other hand, the black

color is associated with death in European culture (Vrontis and Vronti, 2004).

Political factors

It is important for international brand to understand the local legislation when

they would like to promote their commercial. One of Levi Straussâ€™s famous

television commercials used the music of Martin Gaye as commercial background


and a young man wear his boxer shorts then washing his 501â€™s jeans in a

laundry. This advertising faced various situations in different countries. For

example, the commercial re-film in Australia and Brazil because the local

legislation asked the advertising have to produce in local commercial company.

In addition, the

advertising was banned completely in many South East Asian countries because

of commercial content (Jeannet et al., 1998).

Physical environmental factors

Different area with different climate conditions influence significantly on the total

demand for jeans and the type of jeans design available. For instance, in

European, the northern regions are suitable to wear standard denim jeans. By

contrast, those hot regions need thinner denim with bright color and in shorts

versions. Therefore, the product of commercial should adjust to suit the local

weather (Vrontis and Vronti, 2004).

Technological factors

The technological development of global countries is not in the same situation, it

is significant for the company to prepare the alternative advertising media such

as prints advertising or Web sites. For example, the technologies are not

convenient in Africa so the promotional managers need to operate traditional

methods to promote their advertising to public. On the other hand, in the

developed countries Leviâ€™s is able to use electronic system to broadcast their

commercial and delivery their print advertisings through the Internet (Kotler,

1997).

Demographic factors

Demographic factors and features of people in local countries are able to

influence the made of jeans, such as physical size. For instance, the Western

countries are teller than the population of Asian countries. Therefore, the models


or celebrities need to find those people who have the similar characteristics with

local people or local famous people. The advertising will be more persuasive with

Asian models than the Western models. Therefore, selling adapted could avoid

such failures of local fit and sizing(Vrontis and Vronti, 2004).

Economic factors

Because of the degree of the economic development of the individual country,

the promotional campaign will be influenced be the factors. In rich countries, the

messages of advertisement will be more complicated through the method of

communication of ideas about lifestyle and imagery. In contrast, in poor

countries, it will be focused on the function and value for money with respect to

the content of commercials (Vrontis and Vronti, 2004).


ConclusionLevis and Co. is one of the most famous jeans brand in the world. Although the

consequence of the advertising campaign was not successful completely, but the

brand awareness, brand image, and the revenue were raised through the

campaign. The audiences they have many doubts with respect to the campaign

and feel the theme of advertising is too ideal to arouse sympathy.

With regard to the print advertising, the technique, the photography skills, and

the color in each print are outstanding and it is quite impressive to attract

viewersâ€™ attention. It is clear to see theme, brand name, and target groups

through the prints

advertising. In addition, using social media to launch the global advertising

campaign is able to not only save the spending on the distribution of advertising

but also response and interact with audiences and consumers as soon as they

can.


RECOGNITION

Our efforts to help solve the most critical issues facing society — HIV/AIDS,

equality, worker rights — have been recognized far and wide, as has our

commitment to caring for the communities in which we live and work.

LEVIS PARTNERS IN PROGRESS

PUBLIC POLICY

Levi Strauss & Co.’s policy and advocacy team engages policymakers and

promotes initiatives that align with our business strategy, corporate values and

commitment to sustainability. We take an active role discussing international

trade, labor, environmental sustainability, nondiscrimination and other regulatory

matters with governments around the world. We also cultivate relationships with

multilateral institutions such as the International Labor Organization (ILO), United

Nations, World Trade Organization and World Bank, as well as with

nongovernmental organizations (NGOs), trade associations and other

stakeholders.

EQUALITY

As a company with a long history of standing up for equality, civil rights and

social justice, we take a leadership role in advancing public policy initiatives in

support of nondiscrimination and diversity in the workplace. We led efforts to

support same-sex marriage in California and continue to advocate for passage of

the Employment Non-Discrimination Act and the Tax Equity for Domestic Partner

and Health Plan Beneficiaries Act at the federal level.

TRADE

As a result of our global reach — our products are sold in more than 100

countries and produced in about 35 — we manage a sophisticated supply chain


involving numerous trade programs. We support trade policies that enhance the

free flow of our goods globally and remain consistent with our labor and

environmental values.

WORKER RIGHTS

We leverage the power of our trade relationships to strengthen implementation

and enforcement of labor laws and workplace standards in countries where we

have a business presence.

ENVIRONMENT

We work with global organizations, governments, NGOs and competitors to

develop the next generation of apparel industry standards for using energy,

water, chemicals and materials — all with an eye to restoring the health of our

planet.

HIV/AIDS

We are proud of our long-standing leadership in fighting for improved access to

HIV/AIDS prevention, testing, treatment and care, and in combating workplace

discrimination against individuals diagnosed with HIV/AIDS.


Recognition List of Levis

CSR/SUSTAINABILITY

Global Citizen Award for Improving Workers’ Well Being Program from the

Silicon Valley Community Foundation (2013)

San Francisco Business Times Corporate Philanthropy Awards — Community

Commitment Award (2012)

Treehugger Best of Green Awards – Best Jeans: Levi’s® Water<Less® (2011)

GoodGuide Apparel Rankings – Levi’s: Number One in Jeans Category (2011)

San Francisco Business Times Green Business of the Year Award — Large

Company (2009)

Catholic Charities CYO Loaves & Fishes Outstanding Corporate Philanthropy

Award (2008)

World Affairs Council of Northern California Award for Corporate Citizenship in

a Global Economy (2005)

The Points of Light Foundation George Bush Corporate Leadership Award

&,dash; to LS&CO. Chairman Robert Haas for his strong commitment to

volunteerism, both through personal example and by sponsoring employee

programs (2004)

Ms. Foundation “Gloria” Corporate Philanthropy Award — to the Levi Strauss

Foundation (2004)

San Francisco Beautiful corporate award — in recognition of our inaugural

Community Day, held in 2000 (2001)

Council on Economic Priorities corporate social responsibility survey — LS&CO.

is ranked first out of 320 companies and assigned an “A” rating for charitable

giving, disclosure, family benefits, minority advancement, women’s

advancement and workplace issues (2000)

Auburn University Quality of Life Award (1997)

The Business Enterprise Trust Lifetime Achievement Award — to the Haas

family for providing “steadfast social leadership while successfully adapting to

the rigors of global competition” (1995)

The Council on Economic Priorities “America’s Corporate Conscience Award

for International Commitment” (1994)


The White House and Congress honors employees at the Customer Service

Center in Canton, Miss., for their volunteer work in support of children and

families in the Jackson and Canton communities (1994)

Volunteers of America Maud and Ballington Booth Award for Distinguished

Service to Humanity (1993)

Business Ethics magazine “Excellence in Ethics” award (1993)

Harvard University Dively Award for Corporate Public Initiative (1989)

United Way Alexis De Tocqueville Award — to the Haas family for outstanding

achievement in volunteerism (1985)

Lawrence A. Wien Prize in Corporate Social Responsibility (1984)

EQUALITY

We believe that “later” too often means “never” in the fight for a

socially just world. By letting our company voice be heard, we act as a

force for change, supporting the movement toward an equitable

society for all. Thus we are engaged in the battle for equal rights on

many fronts: racial, gender, sexual and economic.

USING THE POWER OF ACTION TO INFLUENCE HOW PEOPLE SEE

THE WORLD

Through our public policy advocacy, our media and advertising presence, and our

work in the community, we aim to influence how people around the world perceive

and treat others. For example, the U.S. Levi’s® brand has led pioneering efforts in

the fight for equality for decades. Levi Strauss & Co. is part of a broad coalition of

marriage equality supporters urging the Supreme Court to recognize the fundamental

right of all Americans to marry. In 2013, we joined the “friend of the court” briefs for

both the United States v. Windsor case on the constitutionality of the federal Defense

of Marriage Act (DOMA) and the Hollingsworth v. Perry case on the constitutionality of

Proposition 8 in the state of California. And in 2007, LS&Co. was the only California

business to file an amicus brief with the California Supreme Court, supporting same-

sex marriage.


The company is also strongly supportive of the United Nation’s Women’s

Empowerment Principles, guide posts for actions that advance and empower women

in the workplace, marketplace and community. It’s especially relevant for an apparel

company, where so many of those who make the products we sell are women – up to

75%, depending upon the country. Another example of Levi Strauss & Co. putting its

words into action is a partnership with Business for Social Responsibility on a big

idea: The HERproject – for Health Enables Returns – seeks to educate apparel factory

workers about reproductive health and access to health services.

EXPANDING THE FRONTIERS OF OPPORTUNITY

While many people are aware of the income divide between men and women and

between people of different races and ethnic backgrounds, the fact remains that

asset inequality dwarfs income inequality worldwide. In the United States, for every

one dollar in net worth of a household headed by a male, a female-headed household

has less than 40 cents. For every one dollar in net worth of a household headed by a

white adult, a minority-headed household has about six cents.

Asset building seeks fresh solutions to intergenerational poverty by focusing on

public policies and programs that enable low-income working people to accumulate

valuable assets. Pioneering these efforts, ours was the first corporate foundation to

support a groundbreaking pilot called the American Dream Demonstration (a

collaboration between the Center for Enterprise Development and the Center for

Social Development) in 1997. It was the first large-scale test of Individual

Development Accounts—matched savings accounts for the working poor devoted to

purchasing a home, paying for college or skills training, and starting a small business.

The findings of the five-year American Dream Demonstration have powerfully

influenced policies and yielded two groundbreaking insights:

Low-income working people, when given the right incentives and support—

including financial education—can and do save for long-term goals.

Building assets has profound effects on individuals and families and enables

them to plan for the future and avoid risky behavior, weather unexpected

financial storms, lower their housing costs through ownership and create their

own job opportunities through entrepreneurship.


Human Rights Campaign Best Places to Work (2014)

The Trevor Project — Trevor Hope Award (2010)

California Hall of Fame for History, Women and the Arts — Induction to the

California Hall of Fame for embodying the spirit of California (2010)

San Francisco LGBT Community Center — Impact Award (2009)

Out & Equal Courage Award (2009)

The Global Business Coalition on HIV/AIDS, Tuberculosis and Malaria —

Business Excellent Award — Women and Girls Category (2008)

Asian American Legal Center of Southern California — Silver Anniversary

Award (2008)

InterAction “New Visions To End Poverty” — Certificate of Appreciation (2008)

Human Rights Campaign Corporate Equality Award (2007)

The Business Women’s Network Education Foundation’s first Legacy Award —

for the Levi Strauss Foundation’s support of Project Change, launched in 1991

to fight racial prejudice and institutional racism in communities where LS&CO.

has facilities (2001)

The first Ron Brown Award for Corporate Leadership, presented to LS&CO. for

Project Change, at a White House ceremony conducted by President Clinton

(1998)

The Philippines Department of Labor and Employment “Most Outstanding

Family Welfare Programs” award, in the category of companies with 500–

1,000 employees (1994)

Advertising Age magazine declares Levi’s® “Women Breaking the Mold” ad

“one of the most important commercials launched in the past 50 years” and

says the ad broke new ground in American advertising by dismantling

stereotypes about women (1993)

The Governor’s Committee Media/Advertising Award from the New York State

Office of Advocates for the Disabled — for our positive portrayals of disabled

people in the “501 Blues” television ads (1985)

HIV/AIDS

India Conference on HIV/AIDS and Insurance — Participation in discussions

with USAID, Government of India, non-governmental organizations, insurance


industry and other thought leaders (2011)Kaiser Permanente Red Ribbon

Community Service Award – for Improving Access to HIV/AIDS Services (2010)

Ubuntu South African Advertising Award – Levi Strauss South Africa Red for

Life Campaign against HIV/AIDS (2010)

Levi Strauss &Co. Koshland Award – for Improving Access to HIV/AIDS Services

through Insurance in Mexico; Internal Award, highest LS&CO. Business

Achievement Award (2010)

Corporate Sector on HIV/AIDS Leader 2010 – Invited to witness President

Obama signing of National AIDS Strategy (2010)


Leadership Award (2009)

Certificate of Appreciation for Significant Contributions to the National AIDS

Memorial Grove (2009)


Business Excellence Award — Women and Girls Category (2008)

AIDSWALK San Francisco — Third-Highest Fund Raising Team (2008)

U.S. Business Roundtable on HIV/AIDS – Hosted discussions around U.S.

National AIDS Strategy (2009)

San Francisco AIDS Foundation Leadership Award — for more than 25 years of

corporate commitment to the fight against HIV/AIDS (2007)

YouthAIDS Corporate Citizenship Award — to LS&CO. and the Levi Strauss

Foundation for 20 years of leadership and support of HIV/AIDS education and

prevention programs (2002)

The Hungarian “Salus Puplica” Award — in recognition of LS&CO.’s work on

HIV/AIDS prevention in Hungary (2000)

The Centers for Disease Control Organizational Award — for excellence in

HIV/AIDS workplace programs by a large business (1997)

WORKER RIGHTS

HIV/AIDS Employer Roundtable for U.S. Department of Labor – Shared best

practices on employer-based HIV/AIDS programs (2011)

India Conference on HIV/AIDS and Insurance – Invited panelist and only global

employer to present our Employee HIV/AIDS Benefit Plan: HIV/AIDS and

Insurance (2011)


U.N. Global Compact and the U.N. Millenium Development Goals at University

of Notre Dame – Invited panelist to present HIV/AIDS workplace initiatives and

insurance linkages (2011)

Office of National AIDS Policy – Private Sector HIV/AIDS Programs Leader,

presented employer HIV/AIDS issues and lessons from Employee HIV/AIDS

Program (2010)

World of Work at Global Health Benefits Institute – Invited to present

Employee HIV/AIDS Program, ILO Recommendations on HIV/AIDS (2010)

National Business Group on Health Panel Chronic Health Challenges: Global

Lessons – Invited panelist to share best practices from Employee HIV/AIDS

Program with U.S. based H.R. leaders (2010)

Global Leadership Platforms on HIV/AIDS – Participation in several

International AIDS Conference panels and poster presentations on approaches

to address HIV/AIDS In the Workplace, Improving Access to HIV/AIDS Services

for Employees, and Engaging the Insurance Industry (2010)

Out and Equal – Presented overview of workplace HIV/AIDS efforts (2010)

Council on Foundations – Invited as panelist to discuss corporate investments

in HIV/AIDS (2010)

Global Business Coalition on HIV/AIDS, Tb, and Malaria – Invited panelist:

“Employee HIV/AIDS Program – Leveraging Workplace to Expand Access to

HIV/AIDS Education and Services” (2009)

ILO Negotiation of Recommendations on HIV/AIDS and the World of Work –

Invited to represent U.S. Employers (2009)

Global Leadership Platforms on HIV/AIDS – Participation in numerous

international AIDS Conference panels and poster presentations on approaches

to address HIV/AIDS In the Workplace, Improving Access to HIV/AIDS Services

for Employees, and Engaging the Insurance Industry (2008)

American Apparel and Footwear Association (AAFA) Excellence in Social

Responsibility Award — “Creative Programs for the Workplace” category, in

recognition of LS&Co.’s partnership with the Asia Foundation to improve the

lives of migrant women workers in China’s Guangdong province (2006)

Children’s Rights International’s first Leadership in Corporate Responsibility

Award, for LS&CO’s efforts to combat the use of child labor through the Terms

of Engagement (2005)


The Centers for Disease Control Organizational Award — for excellence in

HIV/AIDS workplace programs by a large business (1997)

The Martin Luther King Jr. Center for Nonviolent Social Change Management

Social Responsibility Award — in recognition of the unique partnership formed

between LS&CO. and UNITE (Union of Needletrades, Industrial and Textile

Employees) (1996)


MARKETING & CREATIVE

One Show – “Portraits of Braddock” – Gold Pencil Winner for Documentary

(2011)

One Show – “Portraits of Braddock” – Merit Winner for Online Branded

Entertainment Campaign (2011)

Magic – Best in Show – Dockers® Visual Display (2010)

Communication Arts Typography Annual – The Best Typography of the Year

– Dockers® Advertising/Print (2010)

ADDY – Dockers® Newspaper Campaign – for Print (2010)

GLAAD – “Outstanding Advertising – Electronic” for Levi’s brand “Unbuttoned”

campaign, partnership with LOGO (2010)

Out Magazine’s 4th Annual Power 50 – Robert Hanson (2010)

AICP – “Go Forth: America” for Visual Style” (2010)

AICP – “Go Forth: America” for Cinematography (2010)

AICP – “Go Forth: America” for Editorial (2010)

Cannes – “O’ Pioneers’” – Bronze Film Craft Lion (2010)

Cannes – “Go Forth” – Bronze Film Craft Lion for Cinematography (2010)

Effies – “Go Forth” – Finalist/TBD (winners announced end of April) (2010)

Communication Arts Advertising Awards – “Go Forth: America 60” for

Television Commercial (2010)

Rosey’s – “Go Forth: America” for Television, over $50k production (2010)

Silver ADDY Award – Dockers® Fit Guide – for Dockers.com (2009)

GLAAD 2009 “Outstanding Advertising – Electronic” for Levi’s brand “Change”

TV ad (2009)

ADDY Special Judges Award – Dockers® Father’s Day – Campaign for

Dockers.com (2008)

ADDY Gold Award – Dockers® Web Site (2008)


EARNINGS WEBCAST


EARNINGS WEBCAST

RequirementsYou must have Javascript and cookies enabled to access this webcast.

This webcast will be available by telephone beginning approximately two hours after the completion of the live event until midnight EDT, April 14, 2014, by dialing, in the U.S. and Canada, (800) 585-8367. Other locations: (404) 537-3406.

In order to listen to the replay, you must provide the conference ID number: 19747790

Online replay of the webcast will be available here approximately two hours after completion of the live event and will be available for one month.

FORWARD-LOOKING STATEMENTS

The discussion in this conference call, webcast and website may contain, in addition to historical information, forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements may include statements relating to our anticipated sales performance and trends; gross margins and operating income margins; cash flows; business strategies and initiatives; and other matters. We have based these forward-looking statements on the assumptions, expectations and projections about future events that we hold at the time the statements are made. We use words like “believe,” “anticipate,” “intend,” “estimate,” “expect,” “project” and similar expressions to identify forward-looking statements, although not all forward-looking statements contain these words. These forward-looking statements are necessarily estimates reflecting the best judgment of our senior management and involve a number of risks and uncertainties that could cause actual results to differ materially from those suggested by the forward-looking statements.

Investors should consider the information contained in our filings with the U.S. Securities and Exchange Commission (the “SEC”), including our Annual Reports on Form 10-K, especially in the “Management’s Discussion and Analysis of Financial Condition and Results of Operations” and “Risk Factors” sections, our most recent Quarterly Reports on Form 10-Q and our Current Reports on Form 8-K. Other unknown or unpredictable factors also could have material adverse effects on our future results, performance or achievements. In light of these risks, uncertainties, assumptions and factors, the forward-looking events discussed in this conference call, webcast and website may not occur. You are cautioned not to place undue reliance on these forward-looking statements, which reflect our beliefs at the time the statements are made.

https://engage.vevent.com/rt/audiostreaming~040814


We do not undertake any obligation to update or revise publicly any forward-looking statements, whether as a result of new information, future events or otherwise, nor any other information provided in a conference call, webcast, news release, SEC filing or website.

RETAIL SALES MEASURES

During this call and webcast, you may hear us talk about sell-through numbers or retail sales trends. When we talk about sell-through and retail sales, we are referring to retail over-the-counter dollar sales of our products. We use sell-through data internally as an indicator of consumer demand for our products at retail. We compile sell-through data based on information we receive from a group of our top U.S. retail accounts. Our sell-through methodology may change in the future based on changes in our customer base or channels of distribution. Sell-through dollars do not include taxes and may not be consistently calculated from retailer to retailer including, for example, the treatment of markdowns, coupons and discounts. Other companies may discuss sell-through and could obtain data or compute it differently from us.

WORKING CAPITAL

We define working capital as the total of accounts receivable and net inventories, less trade accounts payable.

NON-GAAP FINANCIAL MEASURES

The Company reports its financial results in conformity with generally accepted accounting principles in the United States (“GAAP”) and the rules of the SEC. However, management believes that certain non-GAAP financial measures provide users of the Company’s financial information with additional useful information. The tables found at the links below include supplemental financial data and corresponding reconciliations to GAAP financial measures. These non-GAAP financial measures should be viewed as supplementing, and not as an alternative or substitute for, the Company’s financial results prepared in accordance with GAAP. Certain of these items that may be excluded or included in non-GAAP financial measures may be significant items that could impact the Company’s financial position, results of operations and cash flows and should therefore be considered in assessing the Company’s actual financial condition and performance. Non-GAAP financial measures are subject to inherent limitation as they reflect the exercise of judgment by management in determining how they are formulated. Some specific limitations include, but are not limited to, the fact that such non-GAAP financial measures: (a) do not reflect cash outlays for capital expenditures, contractual commitments or liabilities including pension obligations, post-retirement health benefit obligations and income tax liabilities, (b) do not reflect changes in, or cash requirements for, working capital requirements; and (c) they do not reflect the interest expense, or the cash


requirements necessary to service interest or principal payments, on indebtedness. Additionally, the methods used by the Company to calculate its non-GAAP financial measures may differ significantly from methods used by other companies to compute similar measures. As a result, any non-GAAP financial measures presented herein may not be comparable to similar measures provided by other companies, limiting the usefulness of these measures. The Company urges investors to review the reconciliation of these non-GAAP financial measures to the comparable GAAP financial measures included in this press release and not to rely on any single financial measure to evaluate its business.

DISCLAIMER

The supplemental financial data is only as of the date issued and readers are cautioned that changes in general economic, business or other conditions or in the business condition, financial results or operations of the Company may have occurred since such date. The Company undertakes no duty to update the information appearing in the supplemental financial measures. Also, subsequent press releases may have been issued, subsequent public conference calls may have been held or documents containing later or additional information may have been filed with the Securities and Exchange Commission (“SEC”) or otherwise become available or come into existence. The Company undertakes no duty to make any such press release, conference call or document or additional information available here, and such information, if it exists, may supersede or contradict these supplemental financial measures. Some of the documents the Company files with the SEC appear elsewhere in this website.


CULTURE


LEVI STRAUSS & CO. CULTURE

The culture of Levi Strauss & Co. is fueled by strong values, creativity and hard work. Using innovative, sustainable and progressive practices isn’t just how we make our jeans and other products, it’s a principle we value in all of our work.

Here’s a first hand glimpse of the culture thriving at the core of Levi Strauss & Co.

Innovation is at the core of what we do. From inventing the world’s first pair of blue jeans, to implementing cutting-edge design techniques, to developing new ways of working, we encourage our talented employees — and anyone who slips on a pair of our jeans — to dream big, do more and grow.

We care deeply about doing the right thing. It’s why we’re working to build sustainability into everything we do. It’s why we joined the Better Cotton Initiative, which is committed to growing cotton in a way that’s healthier for communities and the environment. It’s why we’re producing Water<Less™ jeans, made with significantly less water. We want to make sure our company is encouraging a healthy world and a better future.

At Levi Strauss & Co., we’re dedicated to progress and are constantly in motion. We’re proud to have integrated our factories before the law required it, and we continue to engage with communities whenever we can, from implementing HIV/AIDS employee education, to championing equality for women and girls, to supporting communities around the world where we live and work.

The Red Tab Foundation, an industry first, was started by a Levi Strauss & Co. employee to provide a financial safety net for company employees, retiree and their families.

Since 1873, our jeans have been an inspiration — and a symbol — for courage, fearless exploration and unwavering originality. We are honored to have clothed generations of individuals, leaders, thinkers and doers. Here at Levi Strauss & Co., we’re guided by our values: empathy, originality, integrity and courage. With them in mind, we constantly strive to build a culture just as inspiring as the people who wear our jeans.

http://redtabfoundation.org/

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