Based in San Fransisco, California the American clothing company popularly known for its denim jeans has four brands under its portfolio namely Levi’s, Dockers, Denizens and Signature. Its all-time popular Blue denim jeans have travelled through low & ups and still, it is one of the highest sold brands worldwide.
Segmentation, targeting, positioning in the Marketing strategy of Levis Strauss & Co. –
Levis position itself as a comfortable and affordable apparel brand being competitive and at the same time is value for money for customers.
Mission- “Not Available”
Tagline-“Unleash your potential”.
Competitive advantage in the Marketing strategy of Levis Strauss & Co. –
Broad Portfolio: Levis Strauss & Co. is focussed on its sub-brands to derive the sales through different channels. Product line extension, geographic and demographic expansion is helping the company unleash its potential.
Visibility of the brand: Availability of the brand in the different form of channels is what helps the company in increasing its visibility and therefore have high shelf space.
Multichannel Approach: To penetrate the market it uses multi-channel approach i.e. supermarkets/ multi-brand outlets, a company owned outlets and franchised outlets.
BCG Matrix in the Marketing strategy of Levis Strauss & Co. –
BCG matrix helps the company to understand where they stand when they are compared within the industry.
In the BCG matrix, Levi’s & Signature by Levis sub-brands of Levis Strauss & Co. is starred in the BCG matrix whereas the brand Denizens & Dockers are a question mark due to their low popularity and sales as compared to other two.
Distribution strategy in the Marketing strategy of Levis Strauss & Co. –
Levis makes its offerings available to the customers through a variety of channels such as multi-brand outlets, Exclusive brand outlets, e-commerce sites, company-owned outlets and franchised outlets. Availability of Levis in a wide variety of point of distributions results in high visibility of the brand.
Brand equity in the Marketing strategy of Levis Strauss & Co. –
Known for its iconic denim jeans has helped the company in increasing TOMA (top of mind awareness) thereby resulting in a high share of wallet of the customers. The brand represents the American style & look cool factor.
Competitive analysis in the Marketing strategy of Levis Strauss & Co. –
The companies operating in highly fragmented and competitive apparel market is facing competition within the industry from players and have bottlenecks such as low entry barriers, increasing labour cost, the high promotional cost to reduce switching of customers and optimisation of the value chain.
Market analysis in the Marketing strategy of Levis Strauss & Co. –
The market in which Levis operate is competitive and the counterfeit range of products, as well as local and national players, is affecting the performance of the company. The factors such as labour cost, climatic conditions, changing lifestyle are by and large affecting the industry in which Levis operate.
Customer analysis in the Marketing strategy of Levis Strauss & Co. –
Customers of Levis are young, vibrant youth in the age group of 10-30, middle & old age group (31-60+ years) who just live the life in an easy way and want to enjoy each moment of it.