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Dockers :Creating a Sub Brand

Presented by: Anant Kajaria (08FN-011) Abhay Ajitsaria (08FN-061) Arpeet Agarwal (08FN-065) Jatin Dev (08FN-070) Sugandha Sherwal (08FN-109) Vijay Nagraj (08FN-115)


The decline phase & fight back by Levi s

The decline phase & fight back by Levi s

Mid Life Crisis

Levi s Dockers

CBBE Model

CBBE ModelHigh brand awareness Strong market penetration Channel support Positive image across various demographic segments

ResonanceMarket leader in the segment Superior Quality Innovative conceptualizationsclothesline, stores and ad campaigns Edgy Comfortable Less stuffy Versatile; suitable for a variety of situations

JudgementReliable Value for Money Diverse choice Fantastic alternative for an optimum fit mid-way between formals and casuals Success of Levi-Strauss products (secondary brand associations) First mover in new casuals category In-store concept shops Strateic positioning and media strategies in both consumer and trade markets

FeelingCasual Sophisticated Urbane




Three Layers of Brand: Kernel, Codes and PromisesGenetic Code Brand KernelNice, comfortable pants.

Culture Brand Style PersonalityCasual, cool youth. Stand out in a crowd. Good old American culture. American individualism.

Self-ImageAbility to buy, Independence.

Physique Brand ThemesInterlocked wings and anchor. Dress to live .

ReflectionYouth, Elite class, Trendsetters Appreciating needs, empathy.


Brand Circle: Dockers Brand Circle forDockersNon-iron cotton, Stain defender technology, Adjustable waist pants.

Extension Areas

Wrinkle-free, Customized fit, New Technology & Innovation.

Outer core

Quality, Casual Dressing, Premium price, Urbane

Inner core

Ques 1How would you characterize Levi s branding strategy in general? What are the positive aspects? Are there any negative aspects?

Ans 1Levi s had 2 brand names: Levi s and Dockers Sub-brandsPositive Aspects:

Successful sub-branding strategy Capitalize on the strengths of the Levi s brand Differentiates between Levi s and DockersNegative Aspects:

Dockers image was not appealing to many consumers, mainly young generation New trends in the market did not support the Dockers brand idea.

Ans 1Brand well recognized in the entire world. Changed branding message but kept the core values and traditions untouched . Main Associations with the brand were1. Comfort 2. Uniqueness 3. Quality 4. Emotional Impact

Ans 1Levi s was initially branded as a product for men and considered tough Later it became a symbol of freedom, adventure and independence Their new brand strategy failure to offer products for every life style was a

It lead to decrease in sales and profits Decided to focus on the core product and image New campaign was launched emphasizing emotional connection between jeans and their owner

Ques 2Analyze the Dockers' communication strategy at the time of the launch. How did it fit in with past Levi's advertising efforts? How did it contribute to brand equity?

Ans 2Communication strategy At time of launch, product focused Consistent with some Levi s advertising from the 1980s Other Levi s ads very image-oriented Dockers did not add an image element until later Contribution to brand equity To build brand equity, both awareness and image are needed Early ads drove awareness well, they were memorable and conveyed information about the product In-store shops pushed awareness

Dockers added advertisements that indicated who should be wearing its pants

Ques 3How would you characterize the Dockers brand image? What makes up its brand equity? Evaluate the move to expand the line into bedding, bath and luggage markets.

Ans 3: The Brand ImageTargeted at white collared working men between the ages of 25 and 49 Seen as casual apparel made from natural fibers suitable for a range of informal occasions.

Proprietary attire for a variety of occasions- for work and for weekends

Meant for real and approachable users; not fashion models

Therefore, not a very techno image. Though the presidential campaign to promote the perspiration guard shirts, etc received publicity the product ultimately didn t blend with the brand image.

Ans 3: Dockers Brand Equity

Levi s Dockers The mainstay of the brand which gave it credibility

Positioning of the brand as not too formal and not too casual a new segment in the market

Product Design Reverse Silhouette Design and tagline of 100% cotton .

Emotional appeal to baby boomers aspirational value through television ads.

In store marketing techniques introduced for the first time shop-in-shop concept.

Product layout folded as compared to traditional style of product hanging in racks.

Product Pricing as affordable $32 per pair as compared to others at $60$80 per pair.

Ans 3: Dockers New Product Line

Marketed as Dockers Home Collection included home textiles, towels and bath and luggage accessories

Viewed as a natural extension by the company

Consequently lead to renaming of tagline to Dress to Live which incorporated the other product lines

Move ultimately lead to brand dilution

It had to be rebranded as Dockers San Francisco

Ques 4Describe some of the changes in the Dockers marketing strategy from its debut. Has LS & Co. maintained a consistent enough marketing message? Are they well positioned strategically and tactically to maintain their strong leadership status in coming years?

Ans 4:Marketing StrategiesDockers promoted as new casuals Point-of-sale displays first in-store concept shop Proprietary position given to Levi s Dockers in menswear division Create awareness among target audience Focus group experiments Reality based advertising - Real and Approachable image Media launch aimed at big cities

Marketing Strategies (Contd.)Advertisements strategically shown during highly watched shows New York was the primary target Initial sales figures were off the charts By 1991, Dockers became a $500 million enterprise with 90% awareness amongst the target market Change from comfort to style Dockers Authentics brand launched in 1993

Marketing Strategies (Contd.)Target market changed to younger and style conscious audience Nice pants campaign Wrinkle free Too much innovation a necessary evil Technological improvements necessary for sustainability Making the brand relevant and interesting

Ques 5Dockers missed out on the wrinkle free trend when it first surfaced. Not incorporating this technology into pants hurt the company. Years later, Dockers embraced technology in its products, creating the Thermal Adapt Khaki and Perspiration Guard shirt. Was adding this technology to their products the right move, or did Dockers go too far in adding these features to their clothes?

Ans 5Necessary to target the market of wrinkle free pants Challenge of changing the image among young consumers Technology helped Dockers surge ahead of competitors even after missing out on wrinkle free trend earlier Innovation proved as POD New technology helped create a new market- Perspiration guard shirt etc. Did not go too far!

Ques 6Evaluate Dockers decision to stop selling products directly to consumers on its website. Dockers main competitors (e.g., Gap, J.Crew, and Abercrombie & Fitch) are heavily involved in online retailing. Should Dockers reconsider their decision?

Ans 6: Decision

Allowed customers to purchase clothing from its websites in Nov 1998

Pumped $5million in online advertising and more on traditional mix, but little success

Closed e-commerce in January 2000

Ans 6: Short Sighted DecisionConservative approach Governed by retail partners reactions. Wrong strategy- restricting retail partners (JCPenney.com,Macys.com) from selling products online. Sold 60% more than own web sites in 1999

Could/Can be used to create new customer base

Improve upon web site features

SCM to offset site operating & delivery costs

Ques 7Imagine that you are John Goodman and have just been named as the head of the Dockers brand. What are your priorities? What do you do first?

Ans 7: PrioritiesFind new ways to make the DOCKERS brand more relevant and interesting to consumers Work on the head-to-toe lifestyle brand image rather than casual slacks image. Work on synergy partnering and licensing -Expansion Strategy Increase awareness- numerous new products and innovations Change of Image- stylish-but-not-stiff way of dressing Redefine target consumer through STP and woo them