Levi's By Kishlay Raj

To the world of denim Where…..

BY Mr. Hira Lal Yadav.Roll No-21 Mr. Kishlay Raj Verma.Roll No-23 Ms. Priya Saroha.Roll No-36 Mr. Rohit Kumar Mishra.Roll No-43 Ms. Shivani Khurana.Roll No-49

HISTORY In 1873 the dry goods merchant, Levi Strauss, sold the first pair of lot 501 waist high work pants to miners working the California gold rush. The tough, durable, hand made work pants quickly became the standard dress for miners, railroad workers, cowboys & laborers in the western frontier. Levi Strauss replaced canvas with blue denim & reinforced the seams with copper rivets. Focused on making only rugged work pants & built very successful & focused business.

1940…… 1980…… ,[object Object]

In the early 1970s, the new publicly held Levi Strauss decided to become broad-based appeal company & purchased established brands such as Perry Ellis & Oxford’s men’s fashions & additional women’s brands.

In the late 1980s, Levi’s identified an emerging fashion trend beyond blue jeans & introduced the wildly successful Dockers brand & established a leadership position in casual fashion,[object Object]

Levi’s : As a Brand A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings. ,[object Object],• Levi Strauss & Co can only benefit from Levi‘s, Because Levi‘s – adds values to the company – positively affects consumer perceptions of brands – acts as a barrier to competition (Gap, Diesel,…) – improves profits – provides a base for brand extension (Type1, Worn,...) – acts as a form of quality certification – creates trust

Levi’s : Brand Awareness Your product is the first that comes to mind in a certain product categoryeg. ice tea = Snapple, jeans = Levi’s.

Levi’s: Brand Preference/ Loyalty Brand Preference / Loyalty- The degree to which customers are committed to further purchases eg. I will always buy Levi’s

Levi’s : Brand Elements Brand elements are also known as brand identities, are Those trademark able devices that serve to identity and Differentiate the BRAND The main one are: Names Logos Symbols Characters Slogons,jingles Package Spokespeople URLs Etc.

Levi’s: Brand Association Brand Association- the link to favorable images, celebrities, geographic regionsie. Red Strip - Jamaica, VW - Germany, Screech - NFLDBailey’s - Eire

Levi’s : Brand Equity Brand Recognition / Equity– It occurs when the consumer has a high level of awareness and familiarity loyalty, quality, emotion with the brand & holds some strong fob our able & unique brand association is memory. Levi’s Brand Equity:

Market Segmentation Market segmentation is the selection of groups of people who will be most receptive to a product. BASIS OF MARKET SEGMENTATION ,[object Object]

Behavioral Segmentation,[object Object]

Upper Middle ClassTarget 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.

PRODUCT ATTRIBUTES ,[object Object]

VALUES: Levi Strauss & Co. says, “Our corporate values are the foundation of our company and define who we are. They underlie how we compete in the marketplace and how we behave, Our values are fundamental to our success. .” Levi Strauss & Co. has four major core values. ,[object Object]

Originality—Being Authentic and Innovative.

Integrity—Doing the Right Thing.

Levi's By Kishlay Raj

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