Levi's marketing strategy in relation to Type I Jeans model.

3599 Words Apr 2nd, 2004 15 Pages
The Marketing Plan.

1. Executive summary.

2. SWOT analysis.

3. Objectives and issues.

4. Marketing strategy.

5. Marketing mix - 4 P's - product, price, place, and promotion.

6. Action programmes.

7. Appendices.

1. Executive summary.

1. Analyse Levi's targeting of the jeans market with respect to:

- product

- price

- place

- promotion

2. Using independent quantitative survey to analyse and compare the validity of Levi's marketing strategy in respect of market segmentation and promotion appeal.

3. Analyse and comment on the strategy of Levi's and its approach in maintaining leadership in the jeans market.

2. SWOT analysis.

INTERNAL - Strengths

Position: Levi's has a market leading position, Levi's is the most named brand of
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product

b. price

c. place

d. promotion

2. Using an independent qualitative and quantitative survey we will analyse and validate Levi's marketing strategy

3. Consider Levi's reaction to increasing substitutions and the jeans industry's further market segmentation.

4. Critically assess Levi's strategy to maintain financial health and leadership in the jeans market.

To achieve the above objectives, we acquired the following secondary research sources:

Annual and quarterly reports of Levi's

Internet resources

Research companies reports (e.g. Mintel)

A questionnaire was constructed and tested on a sample population of 100. The results were collected, analysed and compared against the actual marketing strategy of Levi's.

4. Marketing strategy.

During 1999 Levi's laid out strategies in order to turnaround their declining market share:

RESTORING THEIR FINANCIAL STRENGTH

REINVIGORATING BRANDS - with innovative products

ENHANCEMENT OF RELATIONSHIPS - with retail customers

ACHIEVING OPERATIONAL EXCELLENCE

UPGRADING PRODUCT PRESENTATION (placement) - at retail

Levi's are continuing to pursue these strategies today, some are explicit for example Levi Type 1 jeans sit in lavish display heavily laded with their iconic advertisements. Other strategies are internal, and implicit to the average consumer, such as the overall financial health of the company.

RESTORING THEIR FINANCIAL STRENGTH:

Sales declined
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