Published by MBA Skool Team, Last Updated: November 23, 2017
Marketing Strategy of Levis analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Levis marketing mix, help the brand succeed.
Levis marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Levis Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Levis Product Strategy:
The product strategy and mix in Levis marketing strategy can be explained as follows:
The brand of Levi’s has immense popularity owing to the customer loyalty associated with wearing Levis jeans. Customers who are once accustomed to wearing the brand, do not shift from it owing to its classy design and immense comfort. A pair of Levi’s jeans requires immense manufacturing skill which is evident from the fact that close to thirty three steps are required in its manufacturing process. The Levis jeans offers innovative design considerations like double seams for durability and up to five pockets to add the elements of convenience. The most sought-after product in its marketing mix is the classic blue jeans, yet the other colour variants have gained popularity over the years. These colours include grey, black, green, khaki to name a few. The company has a diversified portfolio of products ranging from jeans, trousers, shorts, skirts, jackets, sweaters, socks, underwear, belts, skirts, dresses, accessories, jumpsuits and a big and tall range. The Jeans come in a variety of fits: Skinny, Slim, Taper, Boot cut, Relaxed, Flare and Big and Tall. What is unique to identifying to identifying a pair of Levi’s Jeans is the three digit number associated with every pair. Numbers are from the likes of 501s which are available for men and women both to 500 series for men to 300,400, 700 and 800 series for women. Levis has a number of sub-brands within its parent brand. These include Dockers, Denizen and Levi’s Strauss and Co.
Levis Price/Pricing Strategy:
Below is the pricing strategy in Levis marketing strategy:
Owing to the brand being an established player, Levi’s has a policy of maintain standard fixed prices all throughout the globe.
Price of a pair of Levis jeans is mainly influenced by a number of factors. These include cost of the product, affordability for the target customer, demand of the product and uniqueness and innovative features that it offers. In India for example, the price of a pair of Levi’s jeans varies from about 1299 for the price sensitive customer to as high as 7000 for a customer looking for luxurious style.
Levis Place & Distribution Strategy:
Following is the distribution strategy in the Levis marketing mix:
Levi’s Strauss and Company is operated out of three main geographic divisions: Levis Strauss Americas (LSA), Levis Strauss Europe and Levis Strauss Asia Pacific. The Asia Pacific division also handles operations for Middle East Asian nations including Qatar, Kuwait, Oman and United Arab Emirates. The main headquarters of the company are located in San Francisco. The brand manages efficient and effective supply chain and delivery through its well qualifies staff, distribution channel and a unique franchise model. A pair of jeans from Levi’s can be brought from a number of different distribution channels. These include factory owned showrooms and retail outlets which are franchise owned.
At present, there are more than 15,000 franchises of the Levis stores across the globe.
The promotional and advertising strategy in the Levis marketing strategy is as follows:
Levis has always established upon the uniqueness and individuality aspects of the young generation while trying to market itself to the youth. The company’s “Be Yourself” campaign gained immense popularity. The company has also promoted itself majorly in Europe through public exhibitions organized by the company to trace the development of the brand from close to 150 years back. Between the years 2002 and 2006, Levi’s produced a special range of jeans for its customers purchasing from Walmart stores. These Walmart only jeans were a part of the signature range of the brand. A few years back, Levis also introduced a “smart jacket”. A new waterless technology was also launched as part of promotional efforts for the brand. These products in the signature ranges used significantly less water while cleaning and hence were projected to be more environment friendly. Levi’s works in association with the Red Tab Foundation which works to provide financial safety to company employees, retired employees and their respective families. In India, Levis promotes itself through its brand ambassador Akshay Kumar and its presence can be felt across various media channels. These include television ads, newspaper print ads, hoardings and banners, internet, newspapers and billboards along with displays in magazines. Hence this completes the marketing mix of Levi’s.
Founded in the year 1853, Levis is a clothing company primarily known for its classic Denim Jeans.
Blue Jeans is associated with a historical past right from the times of the World War II when it was declared an essential commodity which was only sold to people engaging themselves in defence work. The headquarters of the company are located in San Francisco in place called as the Levis headquarters.
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