Levi’s
Category: Apparel and accessories
Sector: Lifestyle and Retail
Positioning: Outgoing and stylish quality jeans

The Levi’s® brand epitomizes classic American style and effortless cool. Since the invention and patent of riveted clothing by Jacob Davis and company founder Levi Strauss in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world — capturing the imagination and loyalty of people for generations. And while the patent has long since expired, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry.
Created 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. Over successive generations, Levi's® jeans have captured the attention, imagination and loyalty of diverse individuals.

As the inventor of the category, the Levi's® brand continues to define jeanswear with the widest range of products available, from quintessential classics such as the famous Levi's® 501® Original jean, to favorite fits and styles in the Red Tab™ and premium collections.

Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.

Mission: We will market the most appealing and widely worn casual clothing in the world. We will clothe the world.”

Vision: We are the embodiment of the energy and events of our times, inspiring people with a pioneering spirit.

Values: * Empathy – walking in other people’s shoes * Originality – being authentic and innovative * Integrity – doing the right thing * Courage – standing up for what we believe

RESEARCH
SWOT:
* Strength * Strong Brand Name and popular top-of-the-mind brand * Expertise in Jeans Industry * Distribution Channels and Global Outsourcing * Finance and Access to International Capital
5. Has over 470 self operated stored globally managed by 16000+ employees
6.Levi’s marketing includes retro popular songs in its TVC ad campaigns
7.Over 60 and 25 manufacturing plants in US and abroad respectively * Weakness * High Pressures of Brand Protection * Increasing competition means limited scope for growth * Opportunity * Growing casual wear market * Low manufacturing and production costs in various international markets * Increasing acceptability of western wear across the world * Threats * Fast changing consumer tastes * Lack of protection of property rights in some countries like China * Increasing Competition and Product Substitution

4P’s * Product
Levi Strauss’s success is largely due to the high level of customer satisfaction with the product element of its marketing mix. Levi’s jeans, which require thirty-three complicated steps to produce, have double inner seams for durability and come with five pockets. The product has existed for almost 150 years, and its distinctive leather label with a tiny red tab is a sign of authenticity and a guarantee that the jeans will last a long time. A consumer can buy a pair of Levi’s 501 blue jeans, or perhaps choose another style that fits differently (for example, boot cut), or that comes in another color. Any version that is chosen will be accompanied by a guarantee of satisfaction from a widely known and highly recommended major company, so that’s part of the product as well. * Price
Levi’s jeans are quite affordable, to have a better approach to its new line, they will have to increase their price to a margin that will be competing with the premium jeans. But not as high as price of premium jeans. It has to be reasonable. The customer recognition of Levi’s jeans price is high therefore, it is a good idea to challenge its price recognition. Later on, Levi’s Jeans will involve the techniques such as the temporary discounts, coupons, the cash refunds, rebates or the buy-one-get-one offers which are the common pricing strategies that are used to drive the sales. * Place
Levi’s jeans should first create the demand for its products. Then get those products into the consumers' hands. Planning of its product distribution strategy needs to be done during the product development stage. The placement of the products is very important because the methods employed in the distribution of the products impacts on the actual retail price of the products. Levi’s has worldwide stores as well as online stores. They have been reaching customers greatly. They have more than 100 stores nationwide in the Philippines from outlet stores, retail stores and even from department stores. * Promotion
Levi’s will use both direct and indirect advertisements. The celebrity marketing can also be used as a form of indirect marketing, since the y-generation is a fashion sensitive group, they can be easily influenced by the celebrities’ preferences. Trendy celebrity association with the brands of Levi’s Jeans wears, young people will get the pretty fashionable jeans unconsciously. And Levi’s street post ads as direct marketing would better have just picture image with its logo. No slogan no title. No more ‘go back to original’ slogan. It is not working for the young. They just like something simple. Just one image picture that bring unique and trendy image of Levi’s well is just enough. The Levi’s jeans should determine goals of your promotion to establish the best promotional activities. Therefore Levi’s Jeans will use Advertising as the means of product promotion. Direct mails, the televisions, and the magazines. Other options may include; the in-store displays, use of billboards, newspapers, the online display advertisements, and the electronic email advertisements. The Levi’s Jeans will develop advertisements that define clear benefits to consumer if they purchase its products, and at the same time reinforce its brand image and reputation through the Internet.

Consumer Insights and Trends * 3 out of 10 yuppies use public transportation going to work * All yuppies consider internet as a necessity * 4 out of 10 yuppies wear jeans always * When buying jeans Yuppies consider * Fit/ Size * Quality * Price * Brand * Yuppies buy jeans at least twice a year * Most yuppies prefer buying jeans prices 800 – 1500 * Yuppies prefer comfort over looks * Yuppies love Levis for it’s quality and fit * Most yuppies sees Levis as an expensive brand * 3 out of 10 yuppies do have brand loyalty to the other brands when it comes to buy jeans

Men on Jeans * A lot of Men dislike baggy pants. They want to look fit and clean. * A lot of men found women’s jeans to fit them better. * Men wear women’s jeans because of the fit. What matters most is the fit. Some because of the look. * It is easier to find women’s jeans that would fit a guy than looking for men’s jeans that would fit. * With women’s jeans they do not have to keep on pulling their pants up. * Men who wear women’s jeans get the problem of having too small pockets. * Men who wore skinny jeans had an uncomfortable experience but they wear it because it they like it. * 71% liked colored jeans. * Some say too tight will make you look immature and weak. * Skinny jeans are for teens. * Some prefer slim fit over skinny. * Slim fit is more classy

CREATIVE BRIEF
Levi’s Commuter Jeans
The new collection sees advancements in fabric, seasonal color and utility-designed to take the urban worker from their a.m. ride through the workday and into evening. * Levi's® Commuter™ 504™ Regular Straight Jeans * Levi’s® Commuter™ 510™ Skinny Fit Jeans * Levi’s® Commuter™ 511™ Slim Fit Pants * Levis® Commuter™ 511™ Slim Fit Trousers * Levi’s® Commuter™ 505™ Regular Fit Cropped Jeans

FEATURES: * Water-resistant and dirt-repellent NanoSphere® protective finish * Odor-resistant Sanitized® protective finish * Reflective 3M™ Scotchlite™ tape on interior cuffs * U-lock storage on waistband; double-layered seat and back pockets * 98% Cotton, 2% Elastane - Imported * Sits below waist * Higher back rise

Target Market: Yuppies, SEC Class A, B, Male, Bike enthusiast (secondary markets can be included)

THINK Objective: Think of Levis Commuter as a must-have product to be cool and hip as a biker

FEEL Objective: Feel cool and hip with a self-perception of being western

DO Objective: Indulge and engage in Levis activities and eventually buy the product

YUPPIES * Young Urban Professionals * Those who are between 25 to 34 years old today * The majority of them is not yet married and are targeting the early or mid-thirties for tying the knot in matrimony. Many of them are still staying with their parents and, therefore, have added discretionary income. * ''From this growing sector, a yuppie class has emerged. Making up just 3% of the population, they already comprise more than 20% of discretionary consumption. * College-educated Filipinos * Employed in well-paying professions; * Majority are females (52%) in their mid-20-30s and predominantly single; * Mainly driven by economics, * Filipino yuppies are generally attracted to the knowledge-based sector's above-average salaries, which include distinct premiums (night differential payments or tax incentives, good medical and life-insurance coverage and potential travel opportunities).
25 to 35-year-old unmarried or pre-family men in higher income groups are also spending on clothes – a habit that does not necessarily slacken when they have children. The Mintel report refers to a group called ‘the fashion unconcerned’: men who are interested in looking good without following trends. They are fans of designer brands – because they seek an assurance of quality and a certain prestige. For them, being well dressed is a way to compete.

NICHE MARKETING
Andrew is a 29 year-old male, Class B and works as a Wedding Photographer and a shareholder of a café business ‘Louvre’ with two other friends. With his great passion in photography, Andrew wants to go beyond the norm of the said field and be known for his own style when it comes to pre-nuptial and wedding photos. Andrew always loves the idea of juggling things at the same time; he likes the feeling of “rush” and adrenaline when it comes to his work. Same goes for Andrew’s love for biking. Andrew’s house and studio is located in Roxas Boulevard while Louvre’s location is in Manila. He prefers cycling as his mode of transportation as it gives him the same feeling of rush and adventure when going from one point to another to monitor both his business and his personal work. At the same time, Andrew wants to keep his stylish look even on the road and yet gaining the comfort from the usual cycling gear. He may already be working, yet Andrew wants to keep his look fresh, young and cool as he arrives to his workplace.

STATEMENT OF THE PROBLEM
Young urban professionals have more responsibilities being handed to them, and less time to handle it. These yuppies no longer have the time to search for the right kind of pants, and when they do, they go for what is cheaper, more practical, or for what has been their usual brand in mind. Levis has been one of the top brands people have in mind, however, due to it’s high price and less variety, most of their targets go for competing brands.

Objective: To make young urban professionals consider Levis Commuter Jeans of more worth and purchase them for Consumer Satisfaction.

BIG IDEA: Go Far

What comes to our mind when people say Yuppies? The young, the educated, the smart individuals who has their hands on everything. Resulting in adults having to think about matters of consequences and endless lists of responsibilities and regulations. Our modern day yuppies have lost the essence of making adventure and living without worries in the busy streets of Manila. The Go Far Campaign challenges our Pinoy modern day yuppies to live every day without restrictions using Levi’s Commuter Pants. The campaign presents our consumer, jeans that they can wear any day, every day. With its stretchable fabric, dust, odor, water resistant features, and other exceptional features, you can take your jeans anywhere you want and do whatever you want to do. Wear it in the office, while commuting, while traveling, while doing activities and sports, these are the jeans that will push you further towards a more successful and bolder life.

Objective: Make yuppies aware of the product and see Levis Commuter Pants as something more than just pants for their everyday use but as a lifestyle as well.

Phase 1:Find The Rush
This phase centers on making our consumer aware of our product and see it as something every yuppie must have to take a further step in life. We want them to initiate and find that certain rush they are looking for out of life, and our TVC and Print Ad ad will show that only Levis Commuter Jeans can take you to that limit. Our goal is to make our target market think of Levis as something that is hip and must have in our every day.
Objective: Make yuppies aware and interested of the product by challenging them to find the rush and live outside the limits.
Media Vehicles and/or Projects: * QR code sticker tags
Objectives:
* to generate curiosity amongst the primary and secondary target market * to drive traffic to the website * to serve as sort of a non-traditional teaser for Levi’s Commuter
Stickers with the QR code that will lead toe the CMTR phone app/website will be stuck in different places where the primary & secondary target market is present namely * the streets of Makati (along Ayala, Magallanes) & Ortigas * Men’s restrooms * Different offices along the business districts * Street signs * PUVs
The main objective is to provide curiosity on where the code will lead the target market. The QR will lead to the phone application/website where in the can automatically register and view the different styles, read blogs on the CMTR app.

* LIVE ALL OUT BIKE RACE
Live All Out Bike Race is an informal race held in cities with as much emphasis on participation and fellowship between cyclists as on winning. This event will be held annually for three years. Starting point will be from Quirino Grandstand Manila and will be ending at BGC Open Field, Taguig. Usually there is no set racecourse, and cyclists are free to choose whatever route they come up with to get to the finish as fast as possible. Formats vary, but alley-cat races may include a series of checkpoints that cyclists must reach in order to complete the race. Often there are tasks and/or obstacles at each station that must be completed that add to the fun and competition. This may be something like chugging a beer, performing a track-stand or doing a three-legged race.

Since the required checkpoints are commonly provided just shortly before the race itself, a cyclist's knowledge of the city and various ways to get around may be an advantage. Participants may ride on-road or go through parks, college campuses, bike trails or other off-street routes. This event aims to raise awareness to the young professionals about Levi’s Commuter Jeans and encourage them to live an active lifestyle with no limits.

* GOOGLE DOODLE
Google is an American multinational corporation specializing in Internet-related services and products. These include search, cloud computing, software, and online advertising technologies. Studies show that Google is the second most visited site by young professionals for research, emails and other ways of communication.

Google Doodles are the fun, surprising, and sometimes spontaneous changes that are made to the Google logo to celebrate holidays, anniversaries, and the lives of famous artists, pioneers, and scientists seen on the Google search engine homepage. In partnership with Google, Levi’s Commuter Jeans will be promoted through Google doodle. There will be a doodle related with Levi’s Commuter Jeans and also linked into the new Levi’s Commuter Jeans website. This aims to give knowledge about the product line and give an easier and faster service to the market.

* “How far can you go?” TVC
Objectives:
* to make the target market feel cool and hip whenever they see the commercial * to encourage people to engage in physical activity by watching the the commercial

The “How far can you go” TVC, is a commercial by Levi’s Commuter to be aired all throughout the 3 years of the #GoFAR campaign. It shows the versatility of the Levi’s Commuter jeans. The TVC portrays the message that Levi’s Commuter jeans have no limits, wear it anywhere, everywhere and everyday. With this, we aim to ask the target market; How far can you (really) go with Levi’s Commuter, it is up to them to set their limits, and surpass them. With Levi’s Commuter Jean, men can reach distances and go even further. They set you with absolutely NO LIMITS, it’s not just for cycling, wear in to work, on the way to the gym, wear it while cruising downhill on you skateboard, and consider it as the perfect companion with your everyday active lifestyle.

Levi’s Commuter has style, function and versatility threaded into a pair of perfectly tailored jeans. The TVC will be aired during the primetime hours, specifically around 7pm-9pm, when the target market is at home and watching TV.

Phase 2: Feel the Adventure
Phase 2 revolves around making our consumer find out more about Levis Commuter Jeans. We want them to experience and feel what our product can give and do, and to provide them a sense of what our jeans is all about. This campaign will have ads that will give a better knowledge of the benefits Levis Commuter Jeans can give you. Our goal in this campaign is make our target market interested in what our product can offer
Objective: Make yuppies find worth in Levis Commuter Jeans through displaying what the product can do and what are its benefits.
Media Vehicles and/or Projects * “Maong Billboard: Levis commuter jeans
The “Maong Billboard” is a non-traditional media which will be featuring the fabric of the Levis Commuter Jeans. The fabric, which will comprise of the ad, will be posted around waiting shed areas and LRT and MRT waiting stations where the product can demonstrate its resistance against odor, dust, and water. People who are waiting in line or for their ride, can have a feel and have an experience of the exceptional benefits only Levis Commuter Jeans can offer.

Objective: To display what the fabric of Levis Commuter Jeans can do and give the target market first hand experience on what the product is all about.

* “CMTR” phone application/website by Levi’s Commuter
Objective:
* to provide an easy access, user friendly social media platform where Levi’s Commuters can interact and socialize with one another * to further promote the Levi’s Commuter clothing line * to allow users/customers to share their own insight and experience with Levi’ Commuter

A lifestyle magazine, online shop, and social network all rolled in one convenient app/website.

Activated by the QR code and downloaded through iOs and Android devices, the CMTR by Levi’s Commuter application (www.leviscommuter.com) is the go-to place for young professionals with an interest in outdoor activities etc. CMTR will provide the latest styles of the Levi’s Commuter clothing line. It also allows you to create blog entries, share videos and pictures and share them by posting it on your own page.
Features:
* view different styles on your live feed through the Levi’s Commuter lifestyle magazine * share blog entries with friends * create your own style, mix and match different outfits and purchase the through the online store tab. * In partnership with Google Maps location tracker note down the places you’ve been to while wearing your Levi’s Commuter jeans under the “How far have you gone” tab * share your videos, pictures etc. while wearing Levi’s Commuter

Phase 3: Rule the Streets
Phase 3 focuses on making our target market take action and give Levis Commuter Jeans a try. We will be holding various events, ads, and partnerships that will give our target market a sense of ruling the streets of Manila with the Levis Commuter Jeans. Also, showing them that we are in service to them by making their buying experience a whole lot better --- a service fit for the rulers of the street.
Objective: Engage the target market in various events and activities that will make them purchase the said product.
Media Vehicles and/or Projects * “How far can you go?” Print ads
Objective:
* to attain a wider audience reach and increase the sales of Levis Commuter * to sustain the How Far Can You Go TV Commercial

The “How Far Can You Go” ads is a series of print ads to follow the How Far Can You Go TVC, it aims to sustain the commercial and encourage even more people to purchase Levis Commuter jeans.

The entire How Far Can You Go print ad series consists of 5 advertisements: * an image on a man belonging to the target market riding a bike * an image on a man belonging to the target market skateboarding * an image on a man belonging to the target market jogging * an image on a man belonging to the target market hiking * an image on a man belonging to the target market playing Frisbee

Each of these images portray some of the perfect situations to wear the Levi’s Commuter Jeans. These jeans are so versatile that they can be worn not only while cycling, but also while engaging in sports or other physical activity like Frisbee, Hiking, jogging and skateboarding.

The print ads will be shown through different mediums such as magazines, billboards, newspapers, and transit ads (bus).

* “HOW FAR CAN YOU GO?” Window Display
Objective: To engage the target market (young professionals) to step inside the store a purchase Levi’s Commuter products

The window display shows that Levi’s commuter jeans are so versatile, that it can be worn to the office and can also be worn while engaging in outdoor activities, specifically in cycling.

The changing backdrop, from cityscape transitioning to a more natural environment will be executed and printed on a 7ft high tarpaulin and looped around 2 poles. As the mannequin biked in place the background changed showing that Levi’s Commuter has no limits, with it you can reach distances, and go even further. May it be in the city on the way to work, or a bike ride to the hilltops Levi’s Commuter is your everyday partner.
The moving backdrop and overall unique image of the window display encourages the target market to enter the store and experience the versatility and the durability of Levi’s Commuter.

* “HOW FAR CAN YOU GO?” Store display
Objectives:
* to encourage the target market to engage themselves in Levi’s Commuter activities * to experience the nature and feel of the clothing first hand, inside the stores * to provide an easier, hassle free way of shopping * to convince them to purchase the product

According to research, studies show that some of the reasons men find it hard when purchasing jeans and apparel is the difficulty in finding the right fit, and they don’t see the variety of products that are displayed. Along with functionality, familiarity is another important factor when it some to male shopping. As soon as a man walks into a store/mall, he would most likely have an idea on what to buy, but isn’t sure where. For men, the faster, the easier the better.

The Levi’s “How Far Can You Go?” store display for Levi’s Commuter directly addresses those problems.

The store display shows the hassle-free, step-by-step process in choosing the perfect items fit for each customer, while also introducing the features of the Levi’s Commuter collection: * STEP 1: FIND YOUR SIZE
The first step provides ready-to-use measuring tape allowing the customer to accurately measure their sizes on the spot. Once the customer figures out his size he can now move on to STEP 2. * STEP 2: CHOOSE YOUR CUT
The Levi’s Commuter jeans feature a wide variety of styles to choose from. These different styles namely: * Levi's® Commuter™ 504™ Regular Straight Jeans * Straight fit with a lower rise and a bit more room in the seat & thigh * Sits below waist * Levi’s® Commuter™ 510™ Skinny Fit Jeans * Skinny leg * Hits below the hip. 24” long * Levi’s® Commuter™ 511™ Slim Fit Pants * Slim fit * Sits below waist * Higher back rise * Levis® Commuter™ 511™ Slim Fit Trousers * Slim fit * Sits below waist * Higher back rise * LEVI'S® COMMUTER™ 505™ REGULAR FIT CROPPED JEANS * Cut to sit just below the waist, comfortable throughout the seat and thigh—straight down to the ankle. Great for all builds * STEP 3: MIX & MATCH
After that, they may choose to mix and match with the different shirts and jackets that’s are also under the Levi’s Commuter Collection * STEP 4: TEST IT OUT
What’s different about the Levi’s Commuter display is that they can test it out inside the store. A stationary bike will be set up inside the Levi’s stores and placed infront of a mirror where the customers may experience the feel of the Levi’s Commuter clothing first hand.

SOCIAL MEDIA INTEGRATION: The customers may also choose to take a selfie while wearing their newly purchase items or while on the Commuter bike, upload it to any of the social media platforms or on the CMTR by Levi’s phone application with the hashtags #GoFar #LevisPH

* “Get there“ Bike Rentals by Levi’s Commuter
Objective:
* To help improve air quality, as well as reduce the rate of pedestrian accidents * to promote a healthier more active lifestyle through the use of bikes a mode of transportation * to show that Levi’s Commuter clothing are the perfect partners on a daily commuter’s lifestyle

In partnership with Metro Rail Transit (MRT) and MMDA, the Levi’s #GoFAR Campaign will provide bike rental stations beside designated MRT stations, specifically along Magallanes, Ayala and Ortigas, the top business districts in the country.

Each of the three stations holds about 20 bicycles that can be used within bike lanes. When not in use, these bicycles will be placed on racks hung on the walls of the nearby MRT stations.



Pedestrians that are dropped off from the MRT in the said stations; Magallanes, Ayala & Ortigas can use the bicycles upon presenting a valid ID and filling out a record. The bicycles can only be used along the MMDA bike lanes, however, and would have to be returned to the nearest bike station by the end of each day. Each bike will have a GPS tracker, so that office goers and other professionals may ride them to work and be reminded to bring them back by the end of the day.