Crimson Levi's 3520 MFA Phase B

ADV & MKT 3520Prof. Anthony

Perrotto

Phase A

Team “Crimson”Edith Chiquitero

Amama IdreesValeria Artemova

Tashi NyimaJared James

Wei Long (Wade)

Levi’s History

Founder - Levi Strauss 1873 Patent

Vintage Ad

Timeline

Background

BORN IN THE U.S.ABRUCE SPRINGSTEEN

● 7.1 billion in sales in 1996

● By 2003 it decreased to 4.2 billion

● In 2011 4.8 billion in sales and nearly 2 billion in debt

The Problem

● Faces competition from discount brands and premium brands

● Failed to keep up with trends relying on “traditional/classic styles”

Branding Strategy

“We are in the comfort business. I don’t just mean physical comfort. I mean we are providing psychological comfort – the feeling of security that, when you enter a room of strangers or even work colleagues, you are attired within the brand of acceptability.” - CEO, Robert Haas

“Our brand is our most important asset. It’s more valuable than all the other assets on our balance sheet. It’s more valuable than our factories, our buildings, our warehouses and our inventory.”- Levi’s European President, Joe Middleton

Branding Strategy

Taglines:● “Quality never goes

out of style.”● “Levis. Original jeans.

Original people.”

Values:● Authenticity● Quality● Integrity● Comfort● Confidence

● Self-expression

Our brands are among the most celebrated names in the history of apparel. They are recognized for their quality, originality and integrity.

Functional benefits:

● Mobility/Convenience● Classic styling● Variety of denim styles

“ “

- Levi Strauss & Co.

Marketing Mix

Product

Price Promotion

Place

- Jeans - Casual Wear- Accessories for men, women and children

- “Live in Levi’s”- “Levi’s Commuter”- “Introducing 501CT”

- Men's jeans $55-$195- Women’s jeans $45-$90- Kids’ jeans $20-$35

- Chain Retailers- Department Stores- Specialty Retailers- Online Sites- Franchised- Company Stores

IMC Spending

Total Advertising Spending = $28,917,928

Magazines

Cable TV

Network TV

IMC Spending in Category

$44,608,461

$32,562,4

90$28,917,928

#1

#2#3

Category Consumer Behavior

Internal vs. External Stimulants

Evaluating Alternatives & Purchase Decision

● Brand Personality:

“This is very stylish, hipster, crazy and young. It has a unique message that portrays you are cool when you wear Levi’s and can do everything with it. I think the commercial is also saying that even when old people wear it, they feel young. They are showing how the jeans create a bridge of connection between the different generations.” - Respondent

● Features & Add Ons:

Abandon or Pursue

After evaluation, consumers are left with two choices:

■ Sustainable Jeans■ Eco-Friendly Clothing

Strategic Research

● Levi’s jeans are perceived as a quality brand among fashion conscious consumers.

“ ” “ ”

I have never seen a single Levi’s commercial - Respondent

When I think of Levi jeans, I think of history, legacy and craftsmanship -

Respondent

● Current advertising strategies do not effectively reach and engage target audience.

Trends

Style.There’s no better foundation for any outfit than an exceptional pair of jeans.

- Emma Morrison, Associate Market Editor, Vogue“ ”

Originality. Comfort.

Facets Model

Most important elements for Levi’s:● Association

■ Symbolism■ Conditioned Learning

● Perception ■ Awareness■ Recognition

Levi’s Key Communication Problems

● Brand associated with Aging Generation

● No longer “Hip”

Phase B

ADV & MKT 3520Prof. Anthony

Perrotto

Team “Crimson”Edith Chiquitero

Wei Long (Wade)Amama Idrees

Valeria ArtemovaJared JamesTashi Nyima

Phase B

Advertising Objectives

● Persuade consumers to purchase our quality and comfortable jeans

● Motivate primary target using soft sell approach

Consumer Quotes

“I think Levi’s are mom jeans”"When I think of Levi's, I think history, legacy, craftsmanship"“Try to be more than just the original”

“To me they’ve always looked like mom/dad/grandpa jeans I am not sure..they seem to have a very dated feel”“I have never seen a single Levi's commercial”

Consumer Insights

● Levi’s jeans are classic, traditional, plain old jeans

● Levi’s does not heavily advertise on television

● Levi’s has forgettable ads and inexpressive ads

● Levi’s relies on the same styles does not keep up with trends

Creative Strategy

Target Market Primary Target

o 16-30 years of age (Gen Y and Gen X)

o Students and Young Professionals

o Fashion Conscious

o Peer Acceptance

o Effortless Cool

o Active lifestyle, enjoys music festivals

o Income of 30,000-50,000

o Spends a lot of time engaging with friends and on social media

Target Market Continued Secondary Targets

o 31-50 year olds

o Professionals and Blue Collars

o Family oriented

o Brand Loyalists

o Income 50,000+

o Likes comfortable, durable jeans

o Quality-oriented

o Enjoy the classic style

Primary target

Secondary target

New target

Needs, Wants & Desires

NEEDS

Self-actualization

Esteem

Social

Safety

Physiological

WANTS

Friends/Family

Dress well/Style

Love/Intimacy

Success

DESIRES

Companionship

Acceptance

To look good

Security

Fun/Excitement

Brand Personality● Competence

■ Rely on US!■ YOU are our responsibility!■ Depend on US!■ WE are the most efficient!

● Excitement (daring, spirited, imaginative, up-to-date)

● Ruggedness (tough, strong, outdoorsy, masculine)

Creative Campaign

Media Vehicle

Radio

Outdoor

Mobile

Social Media

Magazines

TV

Packaging

Alternate Slogan

Live for Style

“I do not associate Levi’s jeans with word “style.” And I guess this one is

not memorable because it is too

generic statement’”

“Not sure, what this means”

Jeans First“I have no idea what

“first” means”

“Don’t like this slogan as much,

just not as catchy to me. Reminds me of the slogan

“Safety first””

Alternate Slogan

Jeans for Generations

Consumer Opinion

“Sounds like Levi’s is not just for a certain age

or person.”

“People don’t really wear Levi’s jeans

anymore, so this slogan sounds like it has a

history.”

“Generations is the best one. Levi’s is an

old brand and this appeals to the older

generation. Also think it works better

for loyalty.”

Jeans For GenerationsPrint Ad

#LEANONLEVI’S● Commercial promotes “Jeans for

Generation” by focusing on young love

and dependability such as army,

fatherhood, loyalty and Levi’s quality

jeans.

● Primarily targeted with the young love

story, then secondary target comes in

with hip families.

● Noah is a young skater from Los

Angeles and Nori is a bicyclist.

#LEANONLEVI’S● They meet by having an accident

and it is love at first sight. Fireworks go off..

● Noah wearing his Levi’s 501 asks Nori out

on their first date. On their first date, Noah

wears his red 505’s & Nori wears her Levi’s

Jacket.

● Three semesters later, Noah graduates

from college wearing his Levi’s 535.

● He decides to propose with his Levi’s

Vintage and Nori says “Yes!”

#LEANONLEVI’S● Soon after, he goes in the army.

● In 3 months, Nori in her Levi’s Line 8

finds out she’s pregnant.

● When Noah returns, he is reunited with his

son, Neelam.

● Neelam wears Levi’s Jeans for Kids &

learns skateboarding from his dad.

● As Neelam becomes bigger, Noah gets older.

● When Noah falls off his skate Neelam offers

his hands and says “You can lean on me.”

#LEANONLEVI’S

Non-traditional ExtensionsConsumer Promotion Sponsorship Social Responsibility

June 5-7

Sep.28 -Oct.12 May 23, 2015

#ReLevisThePast

us.levis.com

Wrap Up

“Jeans for Generation” is designed to remind the market that jeans came fromLevi’s and that there was a reason for it’s tremendous success. >>>[Reliability, Authenticity, Style, Fit, Brand Image]<<<<

We’re here to remind you of that reason."When I think of Levi's, I think history, legacy, craftsmanship"