Advertising and Promotions Management Project-Levis Shoes

Advertising and Promotions Management Project

Presented By:

Aqil Karim 2009-01-0146

Bibhushan Harsha Bajracharya 2009-01-0081

Bilal Ensari 2009-01-0138

Raheel Ehsan Qureshi 2009-01-0119

Rizwan Nasurullah 2009-01-0148

Category: Sports shoes

Brand: Levis

Survey FindingsBrand Knowledge

Usage Occasions

Purchase Consideration

 Brands Brand Awareness Usage

Levi's 59% 5%

Nike 100% 95%

Adidas 100% 68%

  Usage Occasion

  Office Home Fun events Outdoor Sports

Levi's 0% 4% 30% 52% 13%

Nike 0% 3% 15% 38% 44%

Adidas 3% 3% 10% 23% 61%

Purchase Considerations

Self satisfaction

Trendy Price Store Brand Social approval

Percentage 25% 23% 22% 4% 20% 6%

Competitive Brand Positioning

Nike Adidas Puma Cheetah

Positioning Sports, outdoor Sports Sports Sports

Target

Audience

BL, OBS,FBS BL, OBS, FBS BL,OBL,OBS BL, OBS, OBL

Demographics Young individuals young Young,

professional

Young,

professional

X Differentiated Differentiated, Differentiated Differentiated

Y-Z Both Y and Z Both Y and Z Y Y

I-D-U Product features,

Brand equity,

celebrity

Product features,

Brand equity,

celebrity

Product features,

professionals

Product features,

professionals

A-B-E b e+ b e+ b e+ b e+

Shoe Category

Advertising Planning Model

Affective (Feeler)Strategy: Feel - Learn – DoObjective: brand awareness

Attitude change Emotional Arousal

Informational Transformational

Low - involvement

High - involvement

•Problem removal•Problem avoidance•Incomplete satisfaction•Mixed approach- avoidance•Normal depletion

Behavioral Sequence ModelData inputs WHAT (decision stages)

Need arousal Information search

and evaluation

Purchase Usage

WHO

(roles)

- Self - store

- ads

- friends

- self

- friends

- store staffs

- self

WHERE

( location)

- outdoor

- sports

- social events

- ads

- social gatherings

- Levi’s store - self

WHEN

( time and timing)

- Star of new season

- New events

- week before - at spot - outdoor

- sports

-social events

HOW

(description)

- old shoes worn out

- watching others

- choose store/brand

first and then go to

particular store

-lookout brand in

given price range

-design/ style

-individual

usages

Advertisement Strategy• Target Audience: BL & FBS• Differentiated location: Outdoor, Social Events

• User as a Hero• Importance: brand image associated with young

trendy lifestyle.• Uniqueness: niche category (outdoor, social

gatherings) pairing with Jeans.• Delivery: Brand Image associated with Levi’s jeans.• Advertisement depicting positive emotions.

Positioning Statement

“For young individuals who want to look cool and fashionable the Levi’s shoes is a casual

footwear that makes them feel distinguished, trendy and confident. Unlike Nike and Adidas footwear, Levi’s is more stylish and upbeat”.