Ms. Kanika Jhamb
Describe the targeting strategy of Levi’s. Describe the target market & explain the strategy being used to reach the market.
Levi’s is a brand of Levi Strauss & Co., a company which is worldwide recognized to be one of the prime marketers in apparels.
Levi’s Strauss & Co. was founded by Levis Strauss who was a Bavarian immigrant in United States. Till 1870, his business of making sturdy pants for miners in the name of Levis Strauss and Co. In 1873, a European immigrant Jacob Davis and Levi Strauss agreed to patent the idea of Davis with financial help from Levis Strauss and their first product was identified by lot no. 501.
Levi’s takes pride in making original and authenticated jeans. They define a wide quality of products, from quintessential classics to favorite fits and styles. Their products range from shirts to cotton pants, from accessories and belts to ladies bags, from sunglasses and wallets to jackets and shoes.
Today, Levi Strauss & Co. has Levi’s, Dockers, Denizen and Signature brands which are trusted by people from all arena of life. These are the brands that are recognized for their quality, integrity and originality. Levi’s and Dockers are the original, authentic and peerless denim and khakis which have set a standard by them. The quality craftsmanship and premium fit in family clothing have made Signature brand a benchmark. The jeans for new generation are the specialty of Denizen brand of Levis Strauss and Co.
The employees at Levi Strauss have strong belief that business can drive profits through principles. ➢ Empathy — walking in other people’s shoes
This begins with closely analyzing the people’s needs and then responding to the needs of their customers and pther staleholders.. ➢ Originality — being authentic and innovative
Levi Strauss were the ones who invented first pair of blue jeans and they believe in innovating new products and practices.. ➢ Integrity — doing the right thing
The principles of doing business of Levi Strauss is in agreement with the ethical conduct and social responsibility.. ➢ Courage — standing up for what we believe
Levi Strauss is always willing to challenge the existing and conventional wisdom by their innovative and true knowledge. Levi Strauss is the energy and events of their time, inspiring people from all walks of life with a pioneering spirit. They are the ones who have been leading since generations in jeans and hence we can also say that Levi’s is a symbol of freedom in times of adversity and social change.
OBJECTIVE OF THIS PROJECT
In this project, I intend to study the marketing strategy of Levi’s by concentrating on its segmentation, targeting and positioning strategies. I am focusing on the targeting strategy that the brand follows to reach the market.
Levi’s is mainly targeting the upper class and upper middle class of the society and it follows demographic segmentation. It has divided its targeted customers into various segments based on the gender, age and income.
It has distinct products like jeans, pants, shirts, jackets, cords, wallets, shoes, sweaters and knits for men and jeans, tops, jackets, ladies bag, skirts and dresses for women.
Then on the basis of age, it has distinct range of products for adults, teenagers and kids.
For teenagers Levi’s has jackets, vests and jeans. Levis offers jeans for kids in the age group of 1 to 2 years, toddlers and children up to 16 years of age.
All the more, it has various segments based on income. The PREMIUIM segment of LEVI’S ranges from Rs. 2000 to Rs.4000, the SUPER PREMIUM segment ranges from Rs.4000 to Rs.6000 while the Connosieur segment ranges from 6000 to 12000.
Levi’s follows a differentiated marketing strategy which is a selective or focused...