Fitting your (life)style
Amit Goel Iravati Hingne
Brian Kang Kristen Karas
Divye Rawat Rebecca Kattleman
Business Situation Analysis
Saturating jeans market
Rapidly changing consumer
Weak brand identity
North America Sales
Sales ($ Billion)
2005 2006 2007 2008 2009
Increase market share of target segment
Rejuvenate the brand and associate it with a strong
Encourage switching behavior from competitor brands
Fleeting/ Trendy Lasting/ Classic
• Consistent and clear positioning as ‘Classic’ jeans that are accessible in terms of
reach, style, size and price
• Captures consumer’s aspirations during their transitory phase
• Provides sustainable competitive advantage due to strong heritage
“For style-conscious transitionals who are in between frivolous
fashion & boring basics, Levi’s is a brand of jeans whose
enduring story lets you know your style will last as well, while
still being relevant and accessible.
Strategic Value Customer
Men and women (25-40 years) transitioning from self centered
lifestyle to a more responsible phase comprising of career, family
They would be a loyal customer for life – once the connection is
Look for casual clothing that is more classic, elegant, and relevant
and one which symbolizes independence and maturity.
Aspire to look stylish at the same time functional.
Relevance of Levi’s:
History of innovation leading to trust.
Brand that transitioned during various phases of American history.
Marketing Objective & Challenge
• Increase sales. • Make Levi’s the brand of choice
• Create an intelligent, mature for SVC.
persona that transitionals • Instill belief in Levi’s new brand
aspire to become. identity and persona.
• Refresh brand image while • Remind customers of the
preserving Levi’s iconic heritage and quality unique to
Make customers believe that Levi’s will be their
classically stylish partner during and after the
transitory phase of their lives.
Remind SVCs about Levi’s heritage and the
transitory times the brand has endured.
Emphasize product relevance (style, comfort, size).
Create opportunities to experience the brand.
Integrated Mkt. Comm. Flow Chart
Spending by Medium
Source: Benecol & DMI Case
Source: Benecol & DMI Case, Data from Class instructor
AVO: Since 1853, Levi’s jeans have been there for all of America’s milestones.
AVO: The California Gold Rush,
AVO: the Roaring Twenties,
AVO: the end of the Second World War,
AVO: the Internet age,
AVO: and the election of Obama.
AVO: Levi’s has experienced it all alongside us.
AVO: As you transition through the many stages of your life, Levi’s will be there for you too.
Levi’s Jeans: Fitting your (life)style since 1853.
AVO: Levi’s Jeans: Fitting your (life)style since 1853.
Print Ad #1
Print Ad #2
What: Levi’s and Lingerie, a Fitting Event
Where: Macy’s on Main Street
When: August 28, 2010 from 1:00-5:00pm
Why: Women always have a tough time finding
well-fitting jeans and bras. Macy’s is offering a
complimentary fitting session for our most
valued customers. Find the jeans and bras that
fit your body and your lifestyle.
Brand Awareness & Interest
Levi’s website visit frequency and duration
Facebook fan count and page visits
Customers surveys and enquiries at
Click through Rate on search engine
Store traffic before and after the start of ad
Sales before, during and after the ad
Coupons redemption rate
Impact of Positioning Decision
Contemporary and classy styles only; might require reorganization
of existing product lines
Large selection in terms of styles, sizes and fabric might mean a
Affordable price points might require procurement and process
Multiple retail channel partnerships