Advertising Plan of Levis Strauss Company

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

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Advertising Plan of Levis Strauss Company

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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DEDICATION

 This humble effort is dedicate to the last Holy Prophet Hazrat

MUHAMMAD (PEACE BE UPON HIM)

Who is the only perfect ideal of life for human peace.

 This struggle is also dedicated to our beloved

PARENTS
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Advertising Plan of Levis Strauss Company

 By the virtue of whose prayers and show hands are always raised
for pray, for our well being, even at this moment of time.

ACKNOWLEDGEMENT
 

First of all we would like to thank ALLAH ALMIGHTY, who blessed us the courage to accomplish this

project. Apart from the efforts of us, the success of this project depends largely on the encouragement and

guidelines of many others. We take this opportunity to express my gratitude to the people who have been

instrumental in the successful completion of this project.

Then, there is a great contribution of our family members, who supported us with all the

aspects at every stage of this project.

We would like to show my greatest appreciation to Mr. Ahmad Sohail Khan. We can’t

say thank you enough for his tremendous support and help. We feel motivated and

encouraged every time we attend his class. Without his encouragement and guidance this

project would not have materialized. A pleasure gratitude to

The guidance and support received from all the team members who, was vital for the

success of the project. We greatly mention the cooperation of team members.

Team of Concept Creators,

MBA 3rd,

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Advertising Plan of Levis Strauss Company

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

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Advertising Plan of Levis Strauss Company

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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Advertising Plan of Levis Strauss Company

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:

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Levi's®:

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:
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Advertising Plan of Levis Strauss Company

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:

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

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.

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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.

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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,

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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.

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 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.

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SWOT Analysis:

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.
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 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.

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KEY PLANNING DECISIONS

Marketing Objectives:

 To improve leadership market position and superior product and service

 To maintain and protect the global brand

 Increase the market share in products by annual average of 12.8% in the next five years.

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 Also, to maintain the global market share of denim products in the same period.

Advertising objectives:

 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

SCANNING THE MARKETING ENVIRONMENT:

Like other successful companies, Levi’s also has realized that the marketing environment presents
a never-ending series of opportunities and threats. The major responsibility for identifying significant
changes in the macro environment falls to a company’s marketers. More than any other group in the
company, the marketing managers of Levis are the trend trackers and opportunity seekers. Many
opportunities are found by identifying trends (directions or sequences of events that have some momentum
and durability) and mega trends (major social, economic, political and technological changes that have

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long-lasting influence). Within the rapidly changing global picture, the marketers of Levi’s are monitoring
the following six major “Environmental Forces”:

 Demographic Environment

 Economic Environment

 Natural Environment

 Technological Environment

 Political-Legal Environment

 Social-Cultural Environment

Products, Positioning, and Market Segmentation:

Advertising professionals realize that the heart of any campaign is the product and the position it
holds in people's minds. Products and their brand names are newsmakers themselves. Understanding the
complexities of a brand identity and its position is no easy task. One of the most controversial areas of
product concepts is the brand extension. A new product gets to share the name of an older, established
brand. Early theorizing suggested that brand extensions would sap market clout from the established
product, but these fears proved groundless. Today brand extensions occur not only within the company, but
companies are licensing their brand names to all kinds of products in the hope of increasing brand
awareness.

Target Audience- basis for segmentation:

Market Segmentation:

Segmentation is the basis for developing targeted and effective marketing plans. Furthermore, analysis of
market segments enables decisions about intensity of marketing activities in particular segments. A
segment-orientated marketing approach generally offers a range of advantages for both, businesses and
customers.

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Advertising Plan of Levis Strauss Company

Market segmentation is the selection of groups of people who will be most receptive to a product. The most
frequent methods of segmenting include demographic variables such as age, sex, race, income, occupation,
education, household status, and geographic location; psychographic variables such as life-style, activities,
interests, and opinions; product use patterns; and product benefits. Much segmentation involves
combinations of these methods. No matter how segments are defined, however, they are characterized by
considerable change over time. The readings in this section exemplify areas of rapid change.

BASIS OF MARKET SEGMENTATION

Levis Strauss Company segments its market on different basis. The detail of each segment given below in
detail:

 Demographic Segmentation

There’s little excuse for being surprised by demographic developments. The main demographic
force that marketers monitor is population, because people make up markets. Marketers are keenly
interested in the size and growth rate of population in cities, regions, and country; age distribution
and ethnic mix; educational levels; household patterns; regional characteristics and movements. The
company makes clothes foe men, women, children & teens. So everyone is a potential customer for
LEVI’S. LEVI’S generally appeals to more mature generations not necessarily looking to make
fashion statement. LEVI’S makes an effort to appeal to all

Customers in one way or another, which has been a key to their success over the years. Assuming
that the world population is growing LEVI’S can infer that the market for jeans is also growing.

Consist of dividing the market into groups bases on variables such as age, gender, family size,
income, occupation, education, religion, race and the nationality. Levis Strauss Company’s main
segmentation variables are summarized below:

 Age:

Few years ago Levis Strauss Company segmented its customers according to their age. Its
provides all type of brands for the people of all ages for example Levis Strauss Company
has huge product line from children to old people. The target audience is the young
people who wear jeans as fashion. On the other hand the because LS & Co offer products
for all ages so mature and old people are also come under age segmentation of target
audience.

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 Gender:

Gender segmentation of Levis Strauss Company is for male and females. They
manufacture brands for both genders.

 Income:

 High income people are come in this segmentation. The prices of Levis Strauss Company is
high so they only target those people who earn a good income and afford to purchase the
brands.

 Occupations:

In the occupational segmentation they have segmented their market in different ways.
Students, professionals, business men & women and executives.

 Education:

Well educated people.

 Geographic Segmentation

Geographic segmentation calls for dividing the market into different geographical units such
as nation, states, regions, countries, cities, or neighborhoods. The company can operate in one
or a few geographic areas, or operate in all but pay attention to local variations. Levis Strauss
Company has segmentise ite market accordint to region that are given below:

 Levi Strauss Americas

Levis Strauss Americas in the company’s largest region. The Americas region markets
products under the Levi's®, Dockers® and Levi Strauss Signature® brands and includes
four businesses: Levi Strauss U.S., Levi Strauss Canada, Levi Strauss Mexico, and Levi
Strauss Latin America.

 Levi Strauss Europe, Middle East and North Africa

Levi Strauss Europe, Middle East and North Africa (LSEMA) is responsible for
designing, manufacturing and
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Countries in this Region:

LSEMA markets and sells products in the following countries: Albania, Algeria,
Andorra, Austria, Azerbaijan, Bahrain, Belarus, Belgium, Bosnia and Herzegovina,
Bulgaria, Croatia, Cyprus, Denmark, Egypt, Estonia, Finland, France, Germany, Greece,
Georgia, Hungary, Iceland, Ireland, Israel, Italy, Jordan, Latvia, Liechtenstein, Lithuania,
Luxembourg, Kazakhstan, Kuwait, Kyrgyzstan, Malta, Mauritius, Moldova, Monaco,
Montenegro, Morocco, Northern Cyprus, Norway, Oman, Poland, Portugal, Qatar,
Romania, Russia, San Marino, Saudi Arabia, Serbia, Slovakia, Slovenia, Spain, Sweden,
Switzerland, The Czech Republic.

 Levi Strauss Asia Pacific Division:

Levi Strauss & Co.'s Asia Pacific Division is comprised of subsidiary businesses,
licensees and distributors throughout Asia Pacific, the Middle East and Africa

The division sources, manufactures and markets Levi's®, Dockers®, and Levi Strauss
Signature® products through affiliates.

Countries in this Region:

India, Indonesia, Japan, Singapore, Pakistan, Philippines, Korea, Malaysia , Taiwan,

Vietnam.

 Psychographic Segmentation

Basis of Psychographic Segmentation are given below:

 Life style

 Activities

 Interests

 Personality

 Values

 Behavioral Segmentation

In this segmentation following segments are consider by Levi Strauss Company:

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Advertising Plan of Levis Strauss Company

 Occasions

 Brand loyalty

 Usage rate

 Benefits

Segmentation Variables Data

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

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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
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Advertising Plan of Levis Strauss Company

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.

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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.
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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.
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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:

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Sr. Important to Prospect Levi’s CK Gap Stone Age TH

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.

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Implementation

Execution Plan
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TV Ad

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:-

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Advertising Plan of Levis Strauss Company

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.

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Advertising Plan of Levis Strauss Company

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

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Advertising Plan of Levis Strauss Company

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.

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Advertising Plan of Levis Strauss Company

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.

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Advertising Plan of Levis Strauss Company

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.
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Advertising Plan of Levis Strauss Company

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 Days to Time Total Cost Total Cost in

Selection run to per day campaign
run
per
Day

19:30- 25000/30 sec This is Prime 10 5 75000 750000

22:00 time includes
major
running
dramas

TOTAL 750000

Express News:

10:00- 10000/30 sec Mostly youth 10 30 sec ad 60000 600000

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Advertising Plan of Levis Strauss Company

00:00 class at this time Days 6 time

watch TV for with during this
external little time
information like time
politics, variatio
economy, ns on
national and selected
international

Total 60000

Geo News:

10:00- 10000/30 sec Mostly youth 10 30 sec ad 60000 600000

00:00 class at this time Days 6 time
watch TV for with during this
external little time
information like time
politics, variatio
economy, ns on
national and selected
international

Total 60000

Ten Sports:

Timing Pricing Basis of Days to run Time to Total Total Cost in

Selection run per Cost per campaign
Day day

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Advertising Plan of Levis Strauss Company

During the 25000/30 Pakistani nation All ODI 25/ each 625000 3125000/ for one
cricket sec love cricket and Series match series
ODI Series both genders and approximately
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

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Advertising Plan of Levis Strauss Company

Billboards & banners:

Billboards:

Billboard of different sizes will be displayed in major shopping areas and locations near to outlets.

Budget for Billboards: 10000000

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Advertising Plan of Levis Strauss Company

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:

Rate of
front
Name of Size of Page Amount Charged
Sr.No. Newspapers No. of ads /month Advertisement ad/day Monthly

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

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Advertising Plan of Levis Strauss Company

Media Strategy

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Advertising Plan of Levis Strauss Company

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.

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Advertising Plan of Levis Strauss Company

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.

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