CHAPTER-1

1.1 About Company:

Levi Strauss & Co. is one of the world’s largest apparel manufacturer brands
and global leader in jeans wear, who gave the world blue jeans and grew
enormously rich on this piece in U.S. culture. The company was founded by
Levi Strauss in 1853 in San Francisco, California. Currently, the CEO and
President of the company is Mr. Chip Bergh. Headquarters of the Levi
Strauss & Co. are located in the three country; San Francisco, Brussels and
Singapore. According to the financial report of fiscal year 2017, Net Revenues
of the company was $5.6 billion. Similarly, total employees are about 14,400
worldwide; Americas: 6,700, Europe: 4,200 and Asia Pacific: 4,500. The
company sold its product in over 110 countries and has more than 50,000 retail
outlet worldwide. It manufactures jeans in approximately 108 sizes and 20
finish fabrics.
Company’s Core Values:
 EMPATHY: Walking in other people’s shoes.
 INTEGRITY: Doing the right thing.
 ORGINALITY: Being authentic and innovative.
 COURAGE: Standing up for what Levi’s believes in.
Mission Statement:
“The mission of Levis Strauss & Co. is to sustain responsible commercial;
success as a global marketing company of branded apparel”
Brand Portfolio of Levi Strauss & Co.
Levi Strauss & Co. sale their products under 4 Brand:
1. Levi’s® 2. Dockers®

3. Levi’s Strauss Signatures 4. Denizen

1.2 Company’s Background:
Timeline and Histrory of Levi Strauss & Co. :-
Year Events
1853 Levi Strauss & Co. was founded in San Francisco, California by
Bavarian immigrant “Levi Strauss”.
1873 Levi’s® jeans have become most successful and widely recognized
brands in the history of apparel industry.
1886 “Two Horse” brand leather patch is first used on the waist of jeans.
1890  The rivet patent goes into the public domain. Therefore,
company is no longer the exclusive manufacture riveted
clothing.
 The first product line designated by lot number “501” was
created.
1934 First women blue jeans were introduced by the company.
1936 To differentiate the products from competitors, company added “Red
Tap” in right back pocket of the 501® jean.
1965 International division was formed by setting up the offices and
factories in Europe and Asian region.
1966 First Television advertisement was airs by the company.
1967 The “Batwing” is adopted as the logo of the Levi’s brand.
1974 The profit of the Levi Strauss & Co. reached to $1 billion and becomes
the world largest jeans manufacture by capturing most of the denim
jean market.
1986 Dockers® khakis were introduced in the U.S, market.
1991  The first multination apparel company to launch comprehensive
“code of conducts” for all factories and licensees.
 The first original Levi’s Stores are opened in the U.S. in
Columbus, Ohio
2002  The company made an agreement with largest retailer Wal-Mart
as supply chain strategy to mass market consumer.
 Levi’s brand was rated as the No. 1 brand for the brand
awareness and brand retention.
2003 Launch of Levi Strauss Signature by providing value-oriented
consumer access.
2010 Introduced Denizen® brand in Asia.
2015 Company launches Levi’s® new women’s denim collection globally.

2.1 Marketing Mix:

1. Product:.

1. Jeans of Levi’s comes in varioues ranges such as; Slim, Flare, Boot Cut,
Skinny, Taper, Relaxed, Big and tall range.
2. The most classic jeans of Levi’s is blue but varioues rage of colour such
as Black, Green, khaki and Grey have also gained popularity over the
time.
3. Levi’s offers wide range of products among young men and women, but
it has also ventured into teen and kids section too.
4. The company has diversified its portfolio by providing variety of range of
its products such as jeans, shoes, shorts,jackets, shirt,belts, trouser, wallet
and many more.
5. Levi’ has a sub-brands with in its parent brand that includes Denizen,
Dockers, and Levi’s Strauss Signatures.
6. Levi’s jeans offers trendy, innovative, vintage and classic design
consideration double seam for durability, therefore customers loyalty are
associated with wearing Levi’s jeans.
2. Price:

A monetary value charged to the customers by the company for the products or
services is known Price. It is one of the important elements in marketing mix
that produce revenue, whereas other elements produce costs. Levi’s has
maintained standard and fixed prices throughout the globe. Similarly, Levi’s
products has high price comparatively than competitors because of its quality
and styles. Prices of Levi’s products are influenced by various factors such as
cost of production, affordability of target audience, demand of the products and
uniqueness and innovative features. Levi’s has various products ranges in
market which has different price range. Price of the Levi’s products stars from
Rs 999 to Rs 7,999 or above.
Price of Levi’s products in India are listed below:
No. Items Product Price
1. T-shirt Levi’s Batwing Logo Tee 999
2. Shoes Levi’s Hansen Women’s Sneakers 1,399
3. Jeans 512™ Slim Tapered Fit jeans 2,519
4. Shirt Western shirt 2,999
5. Jacket Truckers Jacket 5,000
6. Jacket Levi’s X Stranger Fit 5,999
7. Jeans 65504™ Redloop™ Skinny Fit jeans 7.999
Source: www.levi.in

3. Place:
Levi’s overall distribution strategy is “To sell relevant products at right price
in the places where people shops”. Therefore, Levi’s jeans can be bought from
a number of distribution channels. There are more than 500 outlets at prime
location of India. However, Levi’s is using selective but intensive distribution
level for distribution of its products.
Following are distribution Channels of Levi’s:
1. E- Commerce and Online shopping site
 Amazon
 Flipkart
 Myntra
2. Official website (www.levi.in)
3. Retail Partners
4. Official stores and showrooms
5. Airports and Shopping malls
Distribution channels of Levi’s

Manufacturer

Distributer

Retailer Factory Outlet

Consumer

4. Promotion:

Promotions are used to inform the potential customers about the product and
persuade them to buy a product. The promotion activities of a product include
advertising, sales promotion, special offers, public relation and word of mouth.
Levi’s Strauss & Co. has always adopted very effective and comprehensive
promotional strategies.

The promotion and advertising strategy used by Levi’s are the following:
 1) In India, Levi’s Strauss & Co. had appointed Akshya Kumar, Deepika
Padukone and Shahid Kappor as the “Brand Ambassador” for their
products.
2) The advertising media used by the Levi’s are:
 Television
 Fashion Magazines
 Bill boards
 Fashion Shows
 Retail Outlet
 Internet and Social media
3) “Be Yourself”, “Twist” and “Odyssey” advertising campaign was huge
success and become popularity among youths.
4) Levi’s launches “Levi’s LIVE THE DREAM - ON THE ROAD’’
campaign as a digital marketing strategy in Thailand, which increase the
40% share of the Levi’s jeans market.

References and Links:

https://www.levistrauss.com/wp-content/uploads/2016/06/2016_CompanyTimeline_Long_F.pdf

https://www.levistrauss.com/who-we-are/company/

https://www.levistrauss.com/2017/07/25/levis-looking-grow-india-market/

https://www.mbaskool.com/marketing-mix/products/17401-levis.html

https://theadvertisingclub.net/news/shahid-kapoor-is-brand-ambassador-for-levis-signature-brand/

https://www.referenceforbusiness.com/history2/22/Levi-Strauss-Co.html

https://www.scribd.com/doc/25148729/Brand-Audit-Levi-s-Strauss-Co-Ltd

http://pra-guy.blogspot.com/p/promotion-strategy_693.html

https://www.levi.in/