...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 15,000 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 2014 net sales of $4.75 billion, the company is committed to building upon strong heritage and brand equity as they position the company for future growth. There are more than 60000 retail store worldwide which includes 2800 franchised store and also 530 company-operated stores around the world. The company is privately owned by the family of Levi Strauss. Brands: The products of Levi Strauss & Co are sold under four brands: Levi's®: Since their invention in 1873, Levi's® jeans have become one of the most successful and widely recognized brands in the history of the apparel industry. Levi's range included 1. Tops, sweaters, jackets, and outerwear 2. Kids wear 3. Footwear and hosiery 4. Loungewear and sleepwear ...
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...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...
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... | |Aspiration Statement |18 | |Situation Analysis |19 | |Competitive Analysis |20 | |Current Market Need |22 | |SWOT Analysis |23 | |4 P’S of Levi Strauss |26...
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...Table of Contents Dedication …………………………………………………………………….. 01 Acknowledgement …………………………………….…………………….. 02 Executive Summary ………………………………………………………….. 03 Introduction …………………………………………………………………… 04 History …………………………………………………………………………... 05 Brands ………………………………………………………………………….. 06 Values ………………………………………………………………………….. 09 Vision Statement …………………………………………………………….. 10 Mission Statement …………………………………………………………… 11 Aspiration Statement ……………………………………………………….. 12 Situation Analysis …………………………………………………………….. 14 Competitive Analysis ……………………………………………………….. 14 Current Market Need ………………………………………………………. 15 SWOT Analysis ………………………………………………………………… 17 Objectives …………………………………………………………………….. 20 Scanning Environment ……………………………………………………... 21 Market Segmentation ……………………………………………………. 22 Target Market ………………………………………………………………. 28 Marketing Mix ………………………………………………………………. 30 Product Attributes ………………………………………………………… 31 Brand Positioning …………………………………………………………. 32 Brand Personality …………………………………………………………. 32 Features Analysis Chart ………………………………………………….. 33 Implementation …………………………………………………………… 35 Evaluation ………………………………………………………………….. 38 Budgeting ………………………………………………………………….. 41 Media Strategy ……………………………………………………………. 48 ...
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...around $400 million (1993 Figures) (Simchi-Levi, Kaminsky and Simchi-Levi 2008). The company is facing the following issues and have appointment a new head of their logistics group, Gary Lemming to address the issues: - Sales are down by 30% - Expenses have increased by 25% - Customers are leaving for other manufactures (loss in market share) - Service levels are low and customer cancellations and backorders are increasing - Inventory levels are very high, resulting in increasing inventory costs Purpose The purpose of this study is to determine the following: 1. What are the goals that Gary Lemming has been given by his CEO? How is the current performance impacting on Steel Works’ performance? 2. What are the operational goals and objectives of the Custom Department? What are the operational goals and objectives of the Specialty Department? 3. What are the operational challenges and objectives that Lemming faces from the departments? 4. How aligned are the departments within Steel Works? How do you anticipate that their individual performances align with the strategic goals and objectives of the company? 5. What does the current data tell you about Steel Works Inc. current business performance and supply chain performance? 6. What measures should Gary Lemming put into place to align Steel Works Inc. business and supply chain systems and promote efficiency in inventory management. Current Performance Jean Du Blanc, CEO of Steel Works Inc, has given...
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...q Consumer Behaviour 1 q 1 Consumer Behaviour Customer is profit, all else is overload.... x This chapter provides an introduction to consumer behaviour. Consumer is the most important person. The business revolves around the consumer. After finishing this chapter one should be able to understand: q What is meant by consumer behaviour q Consumer decision-making process q Marketing strategy and consumer behaviour q Indian consumer and his characteristics x INTRODUCTION All of us are consumers. We consume things of daily use, we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, speciality goods or, industrial goods. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us. While buying, we also consider whether to buy or not to buy and, from which source or seller to buy. In some societies there is a lot of affluence and, these societies can afford to buy in greater quantities and at shorter intervals. In poor societies, the consumer can barely meet his barest needs. The marketers therefore tries to understand the needs of different consumers and having understood his different behaviours which require...
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...q Consumer Behaviour 1 q 1 Consumer Behaviour Customer is profit, all else is overload.... x This chapter provides an introduction to consumer behaviour. Consumer is the most important person. The business revolves around the consumer. After finishing this chapter one should be able to understand: q What is meant by consumer behaviour q Consumer decision-making process q Marketing strategy and consumer behaviour q Indian consumer and his characteristics x INTRODUCTION All of us are consumers. We consume things of daily use, we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, speciality goods or, industrial goods. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us. While buying, we also consider whether to buy or not to buy and, from which source or seller to buy. In some societies there is a lot of affluence and, these societies can afford to buy in greater quantities and at shorter intervals. In poor societies, the consumer can barely meet his barest needs. The marketers therefore tries to understand the needs of different consumers and having understood his different behaviours which require an in-depth study...
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...q Consumer Behaviour 1 q 1 Consumer Behaviour Customer is profit, all else is overload.... x This chapter provides an introduction to consumer behaviour. Consumer is the most important person. The business revolves around the consumer. After finishing this chapter one should be able to understand: q What is meant by consumer behaviour q Consumer decision-making process q Marketing strategy and consumer behaviour q Indian consumer and his characteristics x INTRODUCTION All of us are consumers. We consume things of daily use, we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, speciality goods or, industrial goods. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us. While buying, we also consider whether to buy or not to buy and, from which source or seller to buy. In some societies there is a lot of affluence and, these societies can afford to buy in greater quantities and at shorter intervals. In poor societies, the consumer can barely meet his barest needs. The marketers therefore tries to understand the needs of different consumers and having understood his different behaviours which require an in-depth study...
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...A PROJECT REPORT ON A STUDY OF MARKETING AND PRICING STRATEGY WITH REFRENCE TO MEGAMART. 2. OBJECTIVES 2. Objectives of my study are as FOLLOW: To study the working of Mega mart To study the marketing strategy of Mega mart To study the pricing strategy of Mega mart To study advertisement policies of Mega mart. To study the buying process of Mega mart. To study the various functions of Mega mart. 3. PROJECT METHODOLOGY 3. PROJECT METHODOLOGY Project methodology is the process of collecting the information and helps to find out solution to the topic selected by the researcher. Project methodology starts with selection of topic which shows the introduction of the students. I have selected the topic of "A STUDY OF MARKETING AND PRICING STRATEGY OF MEGAMART". For preparation of project generally four methods are followed: 1. Interview: 2. Questionnaire: 3. Library Work and Internet: 4. The observation method: [pic] ...
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...CHAPTER-1 INTRODUCTION “Brands are like human beings. They are born, fed and nurtured, made strong and responsible so that they can be faithful friends of the people (customers), form mutually beneficial and satisfying relationships with them and become their companions for life. Such brands, make their parents (organization or corporate) proud of them. The best brands are the ones who help in forming and sustaining strong long term “parent-brand-people” relationships. These brands form the potential for present growth and future expansion. They help the organizations conquer peaks at the time of booms and stay afloat and swim at times of depression.” We come across a number of brands in our daily lives. Our morning starts with using a toothpaste (Colgate, Pepsodent or Close-up), using a bathing soap (Lux, Fairglow or Cinthol) and shampoo (Clinic All Clear or Vatika), wearing clothes ( Allen Solly, Levi’s or Raymonds), breakfast bread (Britannia or Modern) and butter (Amul) or jam (Kissan), lunch and dinner (Nature Fresh or Pillsbury flour and Safal vegetables), morning and evening tea and coffee (Tetley, Nescafe or Bru), going out in a car (Hyundai Santro, Honda Accord or Mercedes Benz). Talking on the cell phone (Motorola, Nokia, Siemens or Samsung), watching television in the evening (LG, Sony or Philips) or listening to music (Philips or Apple) etc. But how often do we think of what all a company does to put a positive imprint (fight for a shelf space) in the mind of...
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...ftGRADUATION PROJECTS MFM (07-09) Name: Aditi Mishra Organization: Lifestyle International Pvt. Ltd. Project Title: Devising a floor plan to optimize sales OBJECTIVE _ To study & create a feasible floor layout plan on excel for Goregaon stand alone- HC (matched to scale with the actual floor plan) to work as a monitoring tool to identify problem areas. _ To calculate & analyse the Hit ratio for Jan-march period age wise & department wise for both the warehouses of LS for Goregaon store to confirm if the low SPF pockets are due to absence of merchandise on floor. _ GAP analysis for product- Furniture & Household in terms of FMS, SMS. _ To do a service gap survey with the help of SERVQUAL system. _ Competitor’s survey (Home stop & Hyper city) on options, retail space allotted & brands present to study their focus areas. FINDINGS & SUGGESTIONS _ WAREHOUSE _ All location Inventory controllers should send the damages and loss data to the corporate office every Saturday. _ While sending the data, Inventory controllers should discuss the circumstances under which the loss or damaged occurred with the Store manager. _ The review of cause, analysis of data should be done to find out the lapse in the control system. _ Drill down the exact cause and recommend penalization of the concerned staff in case of frequent damage by staff. _ Overall stock holding was less in the off sale period since most of the expected consignments were delayed...
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...SECTION 1: THE ENTREPRENEUR CASE You are purchasing a store that sells casual clothes, a specialty business in the retail apparel industry with a long history in the local community. It has been a family-owned business for many years, selling tops and pants for work and recreation at moderate prices. The youngest members of the family pursued careers in other fields and the retiring owners are interested in selling the business to ambitious entrepreneurs who can update the image and carry the business forward. You will be purchasing and managing a specialty retail business. Four startup decisions are required. They are: • naming your business • store location • product line • financing Your lease expires during the first simulation period, so you have the opportunity to renew the lease at the current rent or relocate. Location The store has been in the same location for many years, across from the college campus. The college location appeals to the student population and there is a fair amount of trade from surrounding neighborhoods. Rent is $5,000 per quarter, and the store is about 1,500 square feet, including both display area and storage space. While parking is limited, foot traffic in the area is constant, and the previous owners have been moderately successful in this location. Their sales last year were $400,000 and their after-tax profit was just over $11,000. The lease expires now, so you have the opportunity to renew the lease at the current rent or relocate. If you...
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...Chapter TWO THE ORGANIZATIONAL ENVIRONMENT CHAPTER CONTENTS Overview of the Chapter 2 Learning Objectives 2 Key Terms 2 Lecture Outline 3 Learning Objectives Revisited 9 Lecture Enhancers 10 Notes for Topics for Discussion and Action 12 Notes for Building Management Skills 16 Notes for Management For You 17 Notes for Small Group Breakout Exercise 17 Notes For Managing Ethically 19 Notes For Web Exercises 19 Notes for You’re the Management Consultant 19 Notes for Management Case 20 Notes for Management Case in the News from the pages of Business Week 21 Overview of the Chapter This chapter examines the organizational environment in detail. It identifies the principal forces—both task and general—that create pressure and influence management and thus affect the way organizations operate. It concludes with a study of several methods that managers can use to help organizations adjust and respond to forces in the organizational environment. Learning Objectives 1. Explain why being able to perceive, interpret, and respond appropriately to the organizational environment is crucial for managers’ success. 1. Identify the main forces in an organization’s general and task environments, and describe the challenges that each force presents to managers. 1. Discuss the main ways in which managers can manage the organizational environment. Key Terms barriers to entry brand loyalty command economy competitors customers demographic forces ...
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...Chapter 1 Case Study: Harmonix Embrace Your Inner Rock Star Little more than three years ago, you had probably never heard of Harmonix. In 2005, the video game design studio released Guitar Hero, which subsequently became the fastest video game in history to top $1 billion in North American sales. The game concept focuses around a plastic guitar-shaped controller. Players press colored buttons along the guitar neck to match a series of dots that scroll down the TV in time with music from a famous rock tune, such as the Ramones’ “I Wanna Be Sedated” and Deep Purple’s “Smoke on the Water.” Players score points based on their accuracy. In November 2007, Harmonix released Rock Band, adding drums, vocals, and bass guitar options to the game. Rock Band has sold over 3.5 million units with a $169 price tag (most video games retail at $50 to $60). In 2006, Harmonix’s founders sold the company to Viacom for $175 million, maintaining their operational autonomy while providing them greater budgets for product development and licensing music for their games. Harmonix’s success, however, did not come overnight. The company was originally founded by Alex Rigopulos and Eran Egozy in 1995, focused around some demo software they had created in grad school and a company vision of providing a way for people without much musical training or talent to experience the joy of playing and creating music. The founders believed that if people had the opportunity to create their own music, they would jump...
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...Chapter 1 Case Study: Harmonix Embrace Your Inner Rock Star Little more than three years ago, you had probably never heard of Harmonix. In 2005, the video game design studio released Guitar Hero, which subsequently became the fastest video game in history to top $1 billion in North American sales. The game concept focuses around a plastic guitar-shaped controller. Players press colored buttons along the guitar neck to match a series of dots that scroll down the TV in time with music from a famous rock tune, such as the Ramones’ “I Wanna Be Sedated” and Deep Purple’s “Smoke on the Water.” Players score points based on their accuracy. In November 2007, Harmonix released Rock Band, adding drums, vocals, and bass guitar options to the game. Rock Band has sold over 3.5 million units with a $169 price tag (most video games retail at $50 to $60). In 2006, Harmonix’s founders sold the company to Viacom for $175 million, maintaining their operational autonomy while providing them greater budgets for product development and licensing music for their games. Harmonix’s success, however, did not come overnight. The company was originally founded by Alex Rigopulos and Eran Egozy in 1995, focused around some demo software they had created in grad school and a company vision of providing a way for people without much musical training or talent to experience the joy of playing and creating music. The founders believed that if people had the opportunity to create their own music, they would jump...
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