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

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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.

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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 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.

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Levi's 506 inside

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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.

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 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®:

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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.

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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.

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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.”

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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.

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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.
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.

[pic]

Analysis of customer Age group

Fig 1.2

Age Group

Above 45 36-45 10%
15%

18-25 39%

26-35 36%

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 | |
| | |42 |44 | |
| | | | | |
|50 | | | | |
| | | | | |
|40 |35 | | | |
| | | | | |
|20 | | |
|10 | | |
| | | | | | | |
| | |62 | | |
| | | | | |
| | | | | |
|60 | | | |43 | | |
| | | | | | | |

40

20 20 0

200000-400000 400001-800000

800001-1000000

Above 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.

[pic] 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 | |
|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 | |
|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:

• 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.

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 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|Total Cost per day|Total Cost in campaign|
| | | | |per Day | | |
|19:30-22:00 |25000/30 sec |This is Prime time |10 |5 |75000 |750000 |
| | |includes major running| | | | |
| | |dramas | | | | |
|TOTAL |750000 |

Express News:

|Timing |Pricing |Basis of Selection |Days to run |Time to run per |Total Cost per |Total Cost in campaign|
| | | | |Day |day | |
|10:00-00:00 |10000/30 sec |Mostly youth class at |10 Days with|30 sec ad 6 time|60000 |600000 |
| | |this time watch TV for |little time |during this time| | |
| | |external information |variations | | | |
| | |like politics, economy,|on selected | | | |
| | |national and | | | | |
| | |international | | | | |
|Total |60000 |

Geo News:
|Timing |Pricing |Basis of Selection |Days to run |Time to run per |Total Cost per |Total Cost in campaign|
| | | | |Day |day | |
|10:00-00:00 |10000/30 sec |Mostly youth class at |10 Days with|30 sec ad 6 time|60000 |600000 |
| | |this time watch TV for |little time |during this time| | |
| | |external information |variations | | | |
| | |like politics, economy,|on selected | | | |
| | |national and | | | | |
| | |international | | | | |
|Total |60000 |

Ten Sports:
|Timing |Pricing |Basis of Selection |Days to run |Time to run |Total Cost |Total Cost in campaign |
| | | | |per Day |per day | |
|During the |25000/30 sec |Pakistani nation love |All ODI Series |25/ each |625000 |3125000/ for one series|
|cricket ODI | |cricket and both genders| |match | |approximately |
|Series | |and people from all age | | | | |
| | |levels see cricket | | | | |
| | |matches. | | | | |
|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:
[pic]
[pic]
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 |Amount Charged Monthly |
| | | | |Page ad/day | |
|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 |

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.

[pic] 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 Levi’s and Company. Levi’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 Levi’s® 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.
[pic]

Television advertising

Generally, Television dominates domestic consumers advertising in most industrial nations. It is estimated that the typical American “Watches� TV over 30 hours a week that means around 38,000 commercials per annum. Levi’s and Co. has a high reputation all over the world, people who wears jeans almost recognize the brand of Levi’s. It is clear that the advertising campaign of Levi’s aim to delivery life message to the audience about the value proposition of Levi’s which people who wear jeans should only choose Levi’s jeans. Through broadcasting the video advertising on the television around global countries, Levi’s would like to announce their audiences that Jeans in Levi’s.
Social networking via YouTube: “Go Forth Commercial�
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. Levi’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 Levi’s and theme of the campaign appeared.
Social Media via Facebook: Hits 7.2 million fans
According the article reported (Newezra, 2011) that Levi’s launched “Go Forth� 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 Levi’s obtained most “likes� 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 “like� and comment the photo. Levi’s “Go Forth� campaign displays the power of the application with an impressive digital technique (Fig. 3). Levi’s really operate quite well on promoting the advertising through the social media on the Internet and new technology (DailyDOOH, 2010).
[pic]

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. Levi’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, Levi’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 Strauss’s famous television commercials used the music of Martin Gaye as commercial background and a young man wear his boxer shorts then washing his 501’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 Levi’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).

Conclusion
Levis 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 viewers’ 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