28492482 levis-advertising-plan

Advertising Plan of Levis Strauss Company

Table of Contents

Dedication …………………………………………………………………….. 01
Acknowledgement …………………………………….…………………….. 02
Executive Summary ………………………………………………………….. 03
Introduction …………………………………………………………………… 04
History …………………………………………………………………………... 05
Brands …………………………………………………………………………..

06

Values …………………………………………………………………………..

09

Vision Statement ……………………………………………………………..

10

Mission Statement ……………………………………………………………

11

Aspiration Statement ………………………………………………………..

12

Situation Analysis ……………………………………………………………..

14

Competitive Analysis ………………………………………………………..

14

Current Market Need ……………………………………………………….

15

SWOT Analysis …………………………………………………………………

17

Objectives ……………………………………………………………………..

20

Scanning Environment ……………………………………………………...

21
1


Market Segmentation …………………………………………………….

22

Target Market ……………………………………………………………….

28

Marketing Mix ……………………………………………………………….

30

Product Attributes …………………………………………………………

31

Brand Positioning ………………………………………………………….

32

Brand Personality ………………………………………………………….

32

Features Analysis Chart …………………………………………………..

33

Implementation ……………………………………………………………

35

Evaluation …………………………………………………………………..

38

Budgeting …………………………………………………………………..

41

Media Strategy …………………………………………………………….

48

2


DEDICATION

• This humble effort is dedicate to the last Holy Prophet
Hazrat

MUHAMMAD (PEACE BE UPON HIM)

3


Who is the only perfect ideal of life for human peace.

• This struggle is also dedicated to our beloved

PARENTS
• By the virtue of whose prayers and show hands are always
raised for pray, for our well being, even at this moment of
time.

ACKNOWLEDGEMENT
First of all we would like to thank ALLAH ALMIGHTY, who blessed us the courage to
accomplish this project. Apart from the efforts of us, the success of this project depends
largely on the encouragement and guidelines of many others. We take this opportunity
to express my gratitude to the people who have been instrumental in the successful
completion of this project.

Then, there is a great contribution of our family members, who supported
us with all the aspects at every stage of this project.
We would like to show my greatest appreciation to Mr. Ahmad Sohail
Khan. We can’t say thank you enough for his tremendous support and
4

help. We feel motivated and encouraged every time we attend his class.
Without his encouragement and guidance this project would not have
materialized. A pleasure gratitude to
The guidance and support received from all the team members who, was
vital for the success of the project. We greatly mention the cooperation of
team members.
Team of Concept Creators,
MBA 3rd,

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:
5




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
6

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

HISTORY

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 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
7

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
8

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
9

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 highquality, 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
10

•

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.”

11


VISION STATEMENT:
12

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
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
13

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.

14


Situation Analysis

15


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.

16


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)
17

 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.

18


SWOT Analysis:
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

19


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.
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KEY PLANNING DECISIONS

21


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

22


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
23

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
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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.

25

 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,
26

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

27

 Brand loyalty
 Usage rate
 Benefits

Segmentation

Data

Variables
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
28


Psychographic

Social class

Working class, Middle class, Upper class.

Lifestyle

Actualizes,

Fulfilled,

Believers,

Achievers,

Strivers,

Experience’s makers and Strugglers

Behavioral

Occasions

Parties, 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:

29

•

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:
30

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
31

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

32

•

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.

33


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

TH

1

Quality

+

+

-

+

+

2

Price

-

-

-

-

+

3

Style

++

+

+

+

-

4

Availability

+

-

+

+

--

5

Prestige

++

+

+

+

+

34

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
35


Execution Plan

TV Ad
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
36

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:

37

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.

38


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.
39


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:

40

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.

41


Budgeting

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
42

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

43

19:3022:00

25000/30
sec

This is Prime
time
includes
major
running
dramas

10

5

75000

750000

TOTAL

750000

Express News:
10:0000:00

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
variati
ons on
select
ed

30
sec
ad
6
time
during
this time

60000

Total

600000

60000

Geo News:
10:0000:00

10000/30
sec

Mostly youth
class at this
time
watch

10
Days
with

30
sec
ad
6
time

60000

600000

44

TV for external
information
like
politics,
economy,
national and
international

little
time
variati
ons on
select
ed

during
this time

Total

60000

Ten Sports:
Timing

Pricing

Basis
Selection

During
the
cricket
ODI
Series

25000/30
sec

Pakistani
nation
love
cricket
and
both genders
and
people
from all age
levels
see
cricket
matches.

Total

of

Days to run

Time to
run per
Day

Total
Cost
per
day

Total Cost in
campaign

All
Series

25/
each
match

625000

3125000/
for
one
series
approximately

ODI

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
45

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.

100,000.00

Total Cost per city:

Total Cities covered:

05



Islamabad



Lahore



Faisalabad



Total Cost:

Karachi

Peshawar

500,000.00

Billboards & banners:
Billboards:

46


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
47

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
Monthly

Charged

1

Dawn

5

27x4

50000

250000

2

Nawa-e-Waqt

5

27X4

45000

225000

3

Express

4

27X4

40000

160000

4

News

5

27X4

45000

225000

5

Jang

5

27X4

40000

200000

Total=1060000

48


Media Strategy

Media Strategy:

49

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.
50


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.

51

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