Branding Strategy

Topics: Brand, Levi Strauss & Co., Marketing Pages: 47 (14356 words) Published: December 8, 2010
Levi’s Background3
Levi’s Global Branding and Marketing Strategy7
Asia Pacific14
Levis Innovative Marketing Strategies14
Levi’s® Builds Brand Online, Reaching Coveted Youth Market14 Hardware, Ready to Wear16
Jackets lined with cell phones and MP3 players are just the beginning.16 Warmth, Music, and Conversation16
Levi's releases iPod-compatible jeans17
Levi’s in India19
Chapter 4: Current Branding and market segmentation25
.Chapter 5: Litrature Review31
Chapter 6: Research Methodology and Approach to the Project32 Rationale of the Questions in Customer Questionnaire32
Rationale of the Questions in Retailer Questionnaire45
Chapter 6: Analysis of the Data54
Analysis of the Customer Questionnaire54
Chapter 7: Recommending the Strategy80
Chapter 8: Conclusions81
Annexure 1: Levis Strauss history82
1990s and later83
Annexure 2: Importance of Branding to the Marketing Strategy86 What is Branding and How Important is it to Your Marketing Strategy?86 Branding86
Annexure 3: Segmentation88
Segmentation, Targeting, and Positioning88

Table of Contents
Chapter 1: Levi’s Background
Chapter 2: Levi’s Global Branding and Marketing Strategy
Chapter 3: Levi’s in India
Chapter 4: Current Branding and market segmentation
Chapter 5: Research Methodology and Approach to the Project
Chapter 6: Analysis of the Data
Chapter 7: Recommending the Strategy
Chapter 8: Conclusions


Levi Strauss & Co. (LS&CO) is a privately held clothing company known worldwide for its Levi’s brand of denim jeans. It was founded in 1853 when Levi Strauss came from Buttenheim, Franconia, (Kingdom of Bavaria) to San Francisco, California to open a west coast branch of his brothers' New York dry goods business. Although the company began producing denim overalls in the 1870s Later on a tailor named Jacob Davis thought of an idea to use copper rivets to reinforce the points of strain on pants. Hence, Davis and Strauss purchased the patent of the idea of using copper rivets in clothing on May 20, 1873. The innovation of the rivets in the jeans is differentiated from others jeans because of its increased durability. The pockets of the work pants were reinforced with rivets so that they would not rip—an important feature for the rough and tumble life of a gold miner. In 1886, Strauss added a brown leather patch on the back of his waist overalls. The label, which shows a pair of jeans being pulled between two horses, is still affixed to Levi’s jeans today. Over the years, Levi’s jeans have become more popular, initially due to its durability. Jean products are expanded and targeting different consumers. Since the patent of the rivets in jeans in 1873, the company achieved monopoly power. With the lapse of time, product differentiation and barriers to entry allowed the company to gain more popularity and market share. Modern jeans were not produced until the 1920s. The company briefly experimented (in the 1970s) with employee ownership and a public stock listing, but remains owned and controlled by descendants and relatives of Levi Strauss’s' four nephews. 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 craze of the 1930’s, 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. 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...
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