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Table of Contents
Topic Page No.
Executive Summary 3
Introduction 4
History 5
Brands 11
Values 14
Vision Statement 15
Mission Statement 16
Aspiration Statement 18
Situation Analysis 19
Competitive Analysis 20
Current Market Need 22
SWOT Analysis 23
4 P’S of Levi Strauss 26
Research Methodology 30
Research Design 31
Sampling Design 32
Data Collection 34
Tool and Techniques 35
Data Analysis 37
Key Planning Decision 44
Scanning Environment 46
Market Segmentation 48
Target Market 54
Marketing Mix 57
Product Attributes 58
Brand Positioning 60
Brand Personality 61
Features Analysis Chart 62
Implementation 63
Evaluation 66
Budgeting 69
Media Strategy 76
Advertising Chart 79
Promotional mix and tools 81
Marketing Strategy 85
Conclusion 88
Recognition 89
Earning Webcast 99
Culture 103
Executive Summary
This integrated marketing communications plan is designed for new advertising campaign
for Levis Strauss Company. Levis Strauss Company is manufacturer of jeans and many other
clothing products. Brands are very famous due to style and quality and people feel prestige
while using the products of Levis.
The plan includes introduction history of the company and it also includes promotion
analysis, corporate strategies, Objectives, relevant advertisings through different mediums
like TV, Radio, Newspapers, billboards, budgeting for the entire campaign etc. After then
evaluation and finally media plan has described.
The overall goals for this plan are:
To inform, persuade and remind the potential customers about its products
Increase awareness and build primary demand
To build strong brand equity.
Build Company’s image as innovator.
To create bonds between public and Levi Strauss by helping the people.
To create the importance of its products
INTRODUCTION:
Levi Strauss & Co. (LS&CO.) is one of the world's largest brand-name apparel marketers with
sales in more than 110 countries. There is no other company with a comparable global
presence in the jeans and casual pants markets. Today, the Levi's® trademark is one of the
most recognized in the world and is registered in more than 160 countries. The company is
privately held by descendants of the family of Levi Strauss. Shares of company stock are not
publicly traded. The company employs a staff of approximately 8,850 people worldwide,
including approximately 1,000 people at its San Francisco, California headquarters. Levi
Strauss & Co currently makes jeans in approximately 108 sizes and 20 finish fabrics. With
2007 net sales of $4.1 billion, the company is committed to building upon strong heritage
and brand equity as they position the company for future growth.
HISTORY
Levi Strauss started the business at the 90 Sacramento Street address in San Francisco.
He next moved the location to 62 Sacramento Street then 63 & 65 Sacramento Street.
Jacob Davis, a Latvian Jewish immigrant, was a Reno, Nevada [6] tailor who frequently
purchased bolts of cloth made from denim from Levi Strauss & Co.'s wholesale house.
After one of Davis' customers kept purchasing cloth to reinforce torn pants, he had an
idea to use copper rivets to reinforce the points of strain, such as on the pocket corners
and at the base of the button fly. Davis did not have the required money to purchase a
patent, so he wrote to Strauss suggesting that they go into business together. After Levi
accepted Jacob's offer, on May 20, 1873, the two men received U.S. Patent 139,121
from the United States Patent and Trademark Office. The patented rivet was later
incorporated into the company's jean design and advertisements. Contrary to an
advertising campaign suggesting that Levi Strauss sold his first jeans to gold miners
during the California Gold Rush (which peaked in 1849), the manufacturing of denim
overalls only began in the 1870s. The company then created their first pair of Levis 501
Jeans in the 1890s, a style that went on to become the world's best selling item of
Bases on the Levis Strauss unique resources and capabilities as to be the first mover in
the industry and one of the ten top US recognized brand name has continue developing
new products (as the Jacket with MP3) and looking after new markets this will allow to
adapt to the fast consumers taste changes and to move away from the saturation of the
jeans market.
Strengths:
History
Pioneer in Jeans
Levi’s enjoys high brand equity. People all around the world recognize the
brand name.
Levi’s products are unique and innovative in the style.
A lot of variety is offered by Levi’s ranging from sunglasses to skirts and
shirts.
Diversity
The products are renowned and are considered as the most durable i.e.
the long lasting products.
Levi’s follows a high standard of quality.
Expertise in jeans industry
Finance and access to international markets
Its highly expertise and intelligent management
Distribution channels and Global sourcing
Weaknesses:
Levi’s products are considered as very expensive. Therefore a large
percentage of people are reluctant to buy the products.
As no discounts are present and products are sold at fixed prices many
customers are lost.
Levi’s does not provide any services like free delivery etc
Lack of control on distribution decisions ( Retailers pressure to stop selling
on web)
Opportunities:
Levi’s can do more well in the women section. This section is give less
importance as compared to the men section.
The kid’s section, which has been started from few years, should also be
given proper attention to gain customers.
Sales promotion can be increased by increasing the advertisements
expenses so as to enjoy a large number of customers.
Low manufacturing and production cost in various international markets
like Pakistan and Bangladesh.
Threats:
Saturation of jeans market.
Local competitors in expanded markets
The threats that Levi’s faces are the competitors. Although it does not have any
competitor in Pakistan but it does have some competitors at the global level.
Fast change in the consumer taste.
Economic downfall in many countries like Pakistan.
4P’s of Levi’s Strauss
Price
It can be simply defined as: “The currency value charged to a Client by the company for a product or service”. Is one of the most important elements of the marketing mix, as it is the only mix, which generates a turnover for the organization? The remaining 3p's are the variable cost for the organization. It costs to produce and design a product, it costs to distribute a product and costs to promote it. List Price:
Their all products are sold at listed price, which are settled by the LevisCompany (Singapore).
There is no discount to offer Credit Sales:
They also deal with credit sales, but we don’t overcharges to the customers, we pay it our self to
the bank (3 %). Products are only sold for cash or on credit cards Discount:
They don’t give the discount to our customers even to the employees of the Levis. Their prices
are fixed.
Payment Period & Credit Terms: Payment Period & Credit Terms are settled by the company. Price Determination:
During the determination of the price company not considered the competitors, but the standard
that is used is considered .Their price is influenced by the following factors:- able for the target
market
Demand of the product Uniqueness and innovative features of the products.
Product
Red tab jeans offers traditional cuts
Silver Tab jeans define fashion looks with a background of quality
Levi’s jeans expanded its fashion designs not only in men and women apparels,
but also in kids wear.
Place
Vast distribution channels spread all over the world
In Asia it has the brand distribution in the countries like China, Guam, India & Japan In India, its products are distributed by Mayur marketing, which is headquartered at New Delhi.
Promotion
Aggressive campaigns
Launch and promotions are coordinated with licenses in various countries
Advertisements through mass media such as print and electronic transmission bell
boards and on the internet are some of LEVI’S way of ra among the consumers.
Mode of sourcing
Levis works with direct sourcing in INDIA
LEVIS signs a contract with all the supply chain suppliers with a major focus on sustainability
FIBRE-More than 95% of all Levi’s® products are made with cotton grown in the U.S., China,
India, Pakistan, Turkey or one of the many other countries where cotton is farmed.
FABRIC-Once the cotton leaves the fields, it is spun and made into fabric by mills around the
world.
LEVIS generally do not purchase fabric directly from the mills, but takes important steps toward
partnering with them in their drive toward sustainability.
. Product suppliers
LEVIS is committed to Responsible Global Sourcing.
LEVIS contract production from manufacturing suppliers that cut, sew, finish and wash our
products.
Hence they build sustainability directly into the contracts.
Distribution
Once the garments are ready for ship ment , LEVIS distributes them through their own logistics
department
The INDC is generally the head office at US.
Suppliers from India
Alpine Apparels Pvt Ltd – Bangalore
Ambattur Clothing Company - Chennai
Aviram Knitters – Tirupur
GO International – Tirupur
BEST Garments – Tirupur
Bombay Rayon – Bomba
Casual garments – Tirupur
EXIM Clothing –Tirupur
Trademarks
Levis has more than 5,000 trademark registrations and pending applications in approximately
180 countries The Levi’s, Dockers, the Arcuate Stitching Design, the Tab Device, the Two
Horse» Design and the Wings and Anchor being the core of all.
.
Eco-Friendly
Levi’s® brand launches 100% organic cotton jeans. Red Tab and, the recently launched,
Levis Capital E lines. The jeans will be identified as Levis.
Problem Statement
i) Are Levis jeans users satisfied with what the company is offering?
ii) What measures need to be adopted to increase their current level of satisfaction towards
Levis jeans?
Research Methodology
In this review of available information about a brand, the primary objective is to generate hypothesis concerning the
key ‘assets’ of the brand that are likely to mediate its equity. These hypotheses will help guide and frame the
measures of brand equity that should be used in any research that is conducted. Also, depending upon the brand’s
marketing strategy; a researcher may also want to consider the information under review in light of other potentially
related issues, for example: possible line or brand extension. Up to this point the discussion has cantered on those
things it is necessary to understand before actually measuring brand equity. Now it is time to choose appropriate
measures about customer satisfaction and preferences.. First, a number of techniques should be used to gain an
understanding of its nature.
Research design
Research Design specifies the methods and procedures for conducting a particular study. A
Research Design is the arrangement of conditions for collection and analysis of the data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
Research Design is broadly classified into three types as
Exploratory Research Design
Descriptive Research Design
Hypothesis testing Research Design
On the basis of the objective of study, the studies which are concerned with describing the
character tics of a particular individual, or of a group of individual under study comes under
Descriptive Research Design.
Descriptive Research Design: In this research design the objective of study is clearly
defined and has accurate method of measurement with a clear cut definition of population which
is to be studied.
A research design is purely and simply the focus of the study in on studying the banner
advertising is conclusive in nature that guides to the collection and analysis of data. The
descriptive research design has been used in this project, because consumer’s feedback was
necessary for obtaining the data.
Formulating the research problem
Two steps are involved in formulating the research problem:
Understanding the problem
Rephrasing the problem into meaningful terms from an analytical point of view
Sampling design
A Sample Design is a definite plan for obtaining a sample from a given population. It refers t the
technique r the procedure adopted in selecting items for the sample. The main constitution of the
sampling design is as below-
Sampling Unit
Sample Size
Sampling Procedure
Sampling unit
A sampling framework i.e. developed for the target population that will be sampled i.e. who is to
be surveyed
Retailers, Customers, Working people, school students, unemployed and housewives i.e.
males and females irrespective of their education level.
Sample size
It is the substantial portion of the target population that is sampled to achieve reliable
results.200------- respondents.
Sampling procedure
The procedure to choose the respondents to obtain a representative sample, a non-probability
sampling technique is applied for the target – market.
Non-Probability Sampling
It is a purposive sampling which deliberately chooses the particular units of the universe for
constituting a sample on the basis that the small mass that they so select out of a huge one will be
typical or representative of the whole.
The sampling used for this study was probability sampling. Since the study is only meant for
certain specific categories within the total population, a stratified random sample was used.
Three groups of categories have been taken into account viz. students professionals and general
public. Random Sampling (fill up the questionnaire)
Data collection
Primary data
The primary data are those data, which are collected afresh and for the first time. And happen to be
original in character. The primary data to be collected for the study are-
Questionnaire –.A set of questionnaire is prepared for the cause of collecting different information related to the pre-determined objectives
Secondary data
Secondary data was obtained from journals, magazines newspapers, books and the internet.
Research instrument
For doing the survey research, structured questionnaire with both open ended and close ended
questions were used.
Place of study
The study and survey is done in national capital region only.
Tools and Techniques
Data Collection: Collection of data constitutes the first step in a statistical investigation. Utmost care must be exercised in collecting data as because they form the foundation of statistical method. If data are faulty, the conclusion drawn can never be reliable.
1. Types of Data: Generally data are of two types-
a) Primary Data: The data which are originally collected by an agency for the first time for any statistical investigation are said to be primary data.
b) Secondary Data: The data which have already been collected by some agency and taken over from there and used by any other agency for their statistical work are termed as secondary data. So in simple if a primary data collected for a statistical investigation are used in other statistical investigation then those data are called as secondary data.
2. Tools and Techniques of Data or Information Collection: The primary data or information can be collected by the following means-
a) Observing Behaviors of Participants: This method specifies the conditions and methods at making observation. In this method, the information is sought by way of investigator’s own direct observation without asking from the respondent. The main advantage of this method is that subjective bias is eliminated, if observations are done accurately. It is the most commonly used method especially in studies relating to behavioral science.
b) Questionnaire Method: Under this method, a list of questions pertaining to the survey (known as questionnaire) is prepared and sent to the various informants by post. The questionnaire contains questions and provides space for answer. A request is made to the informants through a covering letter to fill up the questionnaire and sent it back within a specified time. The respondents have to answer the questions on their own. The questionnaire can be delivered directly hand by hand, through surface post or as an electronic questionnaire.
c) Interview Method: This involves listening to or integrating informants. The interview method of collecting data involves presentation of oral-verbal stimuli and reply in terms of oral – verbal responses. So, under this method of collecting data, there is a face to face contact with the persons from whom the information is to be collected. The interviewer asks them question pertaining to the survey and collects the desired information. This method can be used through personal interview, telephone interview, Chat, Audio Conferencing, Video Conferencing, etc. The interview can be structured, semi structured or open interview.
d) Schedules Method: In this method of data collection, the ennumerator or interviewers who are specially appointed for the purpose along with schedules, go to the respondents, put to them the questions from the Performa in the order the questionnaire are listed and record the replies in the space meant for the same in the Performa. In certain situation, schedules may be handed over to respondents and ennumerators may help them in recording their answer to various questions in the said schedules. Ennumerator explains the aims and objectives of the investigation and also removes the difficulties which respondents may feel in relation to understanding the implication of a particular question or a definition or concept of difficult term. This method has the advantage over the questionnaire method in the sense that the respondents have no scope to misunderstand any question and thereby putting irrelevant answer.
e) Information from Correspondents: Under this method, the investigator appoints local agent or correspondents in different places to collect information. These correspondents collect and transmit information to the central office where the data are processed. The special advantage of this method is that it is cheap and appropriate for extensive investigation. However, it may not always ensure accurate results because of the personal prejudice and bias of the correspondents. Newspaper agencies generally adopt this method.
Besides the above methods, nowadays many big companies also follow some other method for primary data collection like warranty card, Distributor or Store Audit, Consumer Panels, Projective Techniques, Depth Interview, Content analysis, etc.
In most of the studies the investigator finds it impracticable to collect first hand information on all related issues and as such he/she makes use of the data collected by others. The secondary data can be collected by way of examining historical and other records, literature and proverbs. If data available in secondary sources are reliable, suitable and adequate then only the secondary data should be collected.
Data analysis
Descriptive Data analysis
S. No Subject Option Quantity
1 Gender Male 145
Female 55
2 Age group 18-25 64
26-35 87
36-45 40
Above 45 9
3 Occupation Service 42
Business 35
Self-employed 44
Student 57
Homemaker 18
Retired 4
4 Education Up to 10+2 29
Graduate/Diploma 104
post Graduate 67
5 Annual Family Income 200000-400000 43
400001-800000 62
800001-1000000 75
Above 1000000 20
6 Preferable Brand Levi's 86
Numero Uno 44
Woodland 43
Tommy Hillfigure 27
Others 0
The data from our survey has been given above.
Analysis of customer Age group
Fig 1.2
Age GroupAbove 45
36-45 10%
15%18-2539%
26-3536%
In the above chart the customer whose age is between18-25,percentage is 39%.The customer
whose age is between 26-35, percentage is 36%.The customer whose age is between 36-
45,percentage is 15%.And the customer whose age is above 45, percentage is 10%.We can say
that youngsters are more brand conscious than other age group people.
Diagram Analysis of customer Occupation.
Fig 1.3
60
57
4244
5040 35
30 1820
410
0
In the above graph we have found that out of 200 respondent, 42 respondent are service
person,35 respondent are Businessman, 44 respondent have a self-employed, 57 respondent
have a student , 18 respondent have a homemaker and 4 respondents have a retired.
So, here we can analysis that most of the customers have student.
Advertising Plan of Levis Strauss Company
Customer Income Group
80 756260 4340
2020
0
200000-400000400001-800000
800001-1000000Above 1000000
In the above graph we found out of 200 respondent, 43 whose average annual family
income is 200000-400000, 62 person whose annual family income 400001-800000, and
75 respondents are in 800001-1000000, 20 person are in above 1000000.
Advertising Plan of Levis Strauss Company
Screen clipping taken: 4/26/2014, 2:33 PM
From your survey we found that out of 200 Respondents 86 Respondents has chosen
Levi’s brand, 44 Respondents are goes for Numero Uno brand, 43 Respondents prefer the
Woodland brand, only 27 Respondents has chosen the Tommy Hill figure brand.
So here we can analysis that most of the customer prefer Levi’s brand for its brand value,
Style & price
Advertising Plan of Levis Strauss Company
Diagram which analysis customer satisfaction
Fig 1.6
100 87 8990 76 69 6880 62 59 5870
57 51604150
4021 19 2130
11201 2 2 3 310
0
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Satisfied
Not
Poor
Mod
erate
High
ly
Not
Poor
Mod
erate
High
ly
Not
Poor
Mod
erate
High
ly
Not
Poor
Mod
erate
High
ly
Levi's Numero Uno Woodland Tommy Hillfigure
Here in the diagram we try to compare Levi’s brand with Levi’s top three competitors.
We try to find out here the customer satisfaction level of the different brand user. We
found that molar less Woodland and Numero Uno brand use are quite satisfied but
above on this the Levi’s brand user most satisfied.
Advertising Plan of Levis Strauss Company
KEY PLANNING DECISIONS
Advertising Plan of Levis Strauss Company
Marketing Objectives:
To improve leadership market position and superior product and service
To maintain and protect the global brand
Increase the market share in products by annual average of 12.8% in the
next five years.
Also, to maintain the global market share of denim products in the same
period.
Advertising objectives:
To inform, persuade and remind the potential customers about its
products
Increase awareness and build primary demand
To build strong brand equity.
Build Company’s image as innovator.
To create bonds between public and Levi Strauss by helping the people.
To create the importance of its products
Advertising Plan of Levis Strauss Company
SCANNING THE MARKETING ENVIRONMENT:
Like other successful companies, Levi’s also has realized that the
marketing environment presents a never-ending series of opportunities and
threats. The major responsibility for identifying significant changes in the macro
environment falls to a company’s marketers. More than any other group in the
company, the marketing managers of Levis are the trend trackers and
opportunity seekers. Many opportunities are found by identifying trends
(directions or sequences of events that have some momentum and durability)
and mega trends (major social, economic, political and technological changes
that have long-lasting influence). Within the rapidly changing global picture, the
marketers of Levi’s are monitoring the following six major “Environmental
Forces”:
Demographic Environment
Economic Environment
Natural Environment
Technological Environment
Political-Legal Environment
Social-Cultural Environment
Products, Positioning, and Market
Segmentation:
Advertising Plan of Levis Strauss Company
Advertising professionals realize that the heart of any campaign is
the product and the position it holds in people's minds. Products and their brand
names are newsmakers themselves. Understanding the complexities of a brand
identity and its position is no easy task. One of the most controversial areas of
product concepts is the brand extension. A new product gets to share the name
of an older, established brand. Early theorizing suggested that brand extensions
would sap market clout from the established product, but these fears proved
groundless. Today brand extensions occur not only within the company, but
companies are licensing their brand names to all kinds of products in the hope of
increasing brand awareness.
Advertising Plan of Levis Strauss Company
TARGET AUDIENCE- BASIS FOR SEGMENTATION:
Market Segmentation:
Segmentation is the basis for developing targeted and effective marketing plans.
Furthermore, analysis of market segments enables decisions about intensity of
marketing activities in particular segments. A segment-orientated marketing
approach generally offers a range of advantages for both, businesses and
customers.
Market segmentation is the selection of groups of people who will be most
receptive to a product. The most frequent methods of segmenting include
demographic variables such as age, sex, race, income, occupation, education,
household status, and geographic location; psychographic variables such as life-
style, activities, interests, and opinions; product use patterns; and product
benefits. Much segmentation involves combinations of these methods. No matter
how segments are defined, however, they are characterized by considerable
change over time. The readings in this section exemplify areas of rapid change.
Basis of Market Segmentation
Levis Strauss Company segments its market on different basis. The detail of each
segment given below in detail:
Demographic Segmentation
There’s little excuse for being surprised by demographic developments. The main
demographic force that marketers monitor is population, because people make
up markets. Marketers are keenly interested in the size and growth rate of
population in cities, regions, and country; age distribution and ethnic mix;
educational levels; household patterns; regional characteristics and movements.
The company makes clothes foe men, women, children & teens. So everyone is a
Advertising Plan of Levis Strauss Company
potential customer for LEVI’S. LEVI’S generally appeals to more mature
generations not necessarily looking to make fashion statement. LEVI’S makes an
effort to appeal to all
Customers in one way or another, which has been a key to their success over the
years. Assuming that the world population is growing LEVI’S can infer that the
market for jeans is also growing.
Consist of dividing the market into groups bases on variables such as age,
gender, family size, income, occupation, education, religion, race and the
nationality. Levis Strauss Company’s main segmentation variables are
summarized below:
Age:
Few years ago Levis Strauss Company segmented its customers
according to their age. Its provides all type of brands for the people
of all ages for example Levis Strauss Company has huge product
line from children to old people. The target audience is the young
people who wear jeans as fashion. On the other hand the because
LS & Co offer products for all ages so mature and old people are
also come under age segmentation of target audience.
Gender:
Gender segmentation of Levis Strauss Company is for male and
females. They manufacture brands for both genders.
Income:
High income people are come in this segmentation. The prices of
Levis Strauss Company is high so they only target those people
who earn a good income and afford to purchase the brands.
Advertising Plan of Levis Strauss Company
Occupations:
In the occupational segmentation they have segmented their market in
different ways. Students, professionals, business men & women and
executives.
Education:
Well educated people.
Geographic Segmentation
Geographic segmentation calls for dividing the market into different geographical
units such as nation, states, regions, countries, cities, or neighborhoods. The
company can operate in one or a few geographic areas, or operate in all but pay
attention to local variations. Levis Strauss Company has segmentise ite market
accordint to region that are given below:
Levi Strauss Americas
Levis Strauss Americas in the company’s largest region. The Americas
region markets products under the Levi's®, Dockers® and Levi
Strauss Signature® brands and includes four businesses: Levi Strauss
U.S., Levi Strauss Canada, Levi Strauss Mexico, and Levi Strauss Latin
America.
Levi Strauss Europe, Middle East and North
Africa
Levi Strauss Europe, Middle East and North Africa (LSEMA) is
responsible for designing, manufacturing and
Advertising Plan of Levis Strauss Company
Countries in this Region:
LSEMA markets and sells products in the following countries: Albania,
World Affairs Council of Northern California Award for Corporate Citizenship in
a Global Economy (2005)
The Points of Light Foundation George Bush Corporate Leadership Award
&,dash; to LS&CO. Chairman Robert Haas for his strong commitment to
volunteerism, both through personal example and by sponsoring employee
programs (2004)
Ms. Foundation “Gloria” Corporate Philanthropy Award — to the Levi Strauss
Foundation (2004)
San Francisco Beautiful corporate award — in recognition of our inaugural
Community Day, held in 2000 (2001)
Council on Economic Priorities corporate social responsibility survey — LS&CO.
is ranked first out of 320 companies and assigned an “A” rating for charitable
giving, disclosure, family benefits, minority advancement, women’s
advancement and workplace issues (2000)
Auburn University Quality of Life Award (1997)
The Business Enterprise Trust Lifetime Achievement Award — to the Haas
family for providing “steadfast social leadership while successfully adapting to
the rigors of global competition” (1995)
The Council on Economic Priorities “America’s Corporate Conscience Award
for International Commitment” (1994)
Advertising Plan of Levis Strauss Company
The White House and Congress honors employees at the Customer Service
Center in Canton, Miss., for their volunteer work in support of children and
families in the Jackson and Canton communities (1994)
Volunteers of America Maud and Ballington Booth Award for Distinguished
Service to Humanity (1993)
Business Ethics magazine “Excellence in Ethics” award (1993)
Harvard University Dively Award for Corporate Public Initiative (1989)
United Way Alexis De Tocqueville Award — to the Haas family for outstanding
achievement in volunteerism (1985)
Lawrence A. Wien Prize in Corporate Social Responsibility (1984)
EQUALITY
We believe that “later” too often means “never” in the fight for a
socially just world. By letting our company voice be heard, we act as a
force for change, supporting the movement toward an equitable
society for all. Thus we are engaged in the battle for equal rights on
many fronts: racial, gender, sexual and economic.
USING THE POWER OF ACTION TO INFLUENCE HOW PEOPLE SEE
THE WORLD
Through our public policy advocacy, our media and advertising presence, and our
work in the community, we aim to influence how people around the world perceive
and treat others. For example, the U.S. Levi’s® brand has led pioneering efforts in
the fight for equality for decades. Levi Strauss & Co. is part of a broad coalition of
marriage equality supporters urging the Supreme Court to recognize the fundamental
right of all Americans to marry. In 2013, we joined the “friend of the court” briefs for
both the United States v. Windsor case on the constitutionality of the federal Defense
of Marriage Act (DOMA) and the Hollingsworth v. Perry case on the constitutionality of
Proposition 8 in the state of California. And in 2007, LS&Co. was the only California
business to file an amicus brief with the California Supreme Court, supporting same-
sex marriage.
Advertising Plan of Levis Strauss Company
The company is also strongly supportive of the United Nation’s Women’s
Empowerment Principles, guide posts for actions that advance and empower women
in the workplace, marketplace and community. It’s especially relevant for an apparel
company, where so many of those who make the products we sell are women – up to
75%, depending upon the country. Another example of Levi Strauss & Co. putting its
words into action is a partnership with Business for Social Responsibility on a big
idea: The HERproject – for Health Enables Returns – seeks to educate apparel factory
workers about reproductive health and access to health services.
EXPANDING THE FRONTIERS OF OPPORTUNITY
While many people are aware of the income divide between men and women and
between people of different races and ethnic backgrounds, the fact remains that
asset inequality dwarfs income inequality worldwide. In the United States, for every
one dollar in net worth of a household headed by a male, a female-headed household
has less than 40 cents. For every one dollar in net worth of a household headed by a
white adult, a minority-headed household has about six cents.
Asset building seeks fresh solutions to intergenerational poverty by focusing on
public policies and programs that enable low-income working people to accumulate
valuable assets. Pioneering these efforts, ours was the first corporate foundation to
support a groundbreaking pilot called the American Dream Demonstration (a
collaboration between the Center for Enterprise Development and the Center for
Social Development) in 1997. It was the first large-scale test of Individual
Development Accounts—matched savings accounts for the working poor devoted to
purchasing a home, paying for college or skills training, and starting a small business.
The findings of the five-year American Dream Demonstration have powerfully
influenced policies and yielded two groundbreaking insights:
Low-income working people, when given the right incentives and support—
including financial education—can and do save for long-term goals.
Building assets has profound effects on individuals and families and enables
them to plan for the future and avoid risky behavior, weather unexpected
financial storms, lower their housing costs through ownership and create their
own job opportunities through entrepreneurship.
Advertising Plan of Levis Strauss Company
Human Rights Campaign Best Places to Work (2014)
The Trevor Project — Trevor Hope Award (2010)
California Hall of Fame for History, Women and the Arts — Induction to the
California Hall of Fame for embodying the spirit of California (2010)
San Francisco LGBT Community Center — Impact Award (2009)
Out & Equal Courage Award (2009)
The Global Business Coalition on HIV/AIDS, Tuberculosis and Malaria —
Business Excellent Award — Women and Girls Category (2008)
Asian American Legal Center of Southern California — Silver Anniversary
Award (2008)
InterAction “New Visions To End Poverty” — Certificate of Appreciation (2008)
Human Rights Campaign Corporate Equality Award (2007)
The Business Women’s Network Education Foundation’s first Legacy Award —
for the Levi Strauss Foundation’s support of Project Change, launched in 1991
to fight racial prejudice and institutional racism in communities where LS&CO.
has facilities (2001)
The first Ron Brown Award for Corporate Leadership, presented to LS&CO. for
Project Change, at a White House ceremony conducted by President Clinton
(1998)
The Philippines Department of Labor and Employment “Most Outstanding
Family Welfare Programs” award, in the category of companies with 500–
1,000 employees (1994)
Advertising Age magazine declares Levi’s® “Women Breaking the Mold” ad
“one of the most important commercials launched in the past 50 years” and
says the ad broke new ground in American advertising by dismantling
stereotypes about women (1993)
The Governor’s Committee Media/Advertising Award from the New York State
Office of Advocates for the Disabled — for our positive portrayals of disabled
people in the “501 Blues” television ads (1985)
HIV/AIDS
India Conference on HIV/AIDS and Insurance — Participation in discussions
with USAID, Government of India, non-governmental organizations, insurance
Advertising Plan of Levis Strauss Company
industry and other thought leaders (2011)Kaiser Permanente Red Ribbon
Community Service Award – for Improving Access to HIV/AIDS Services (2010)
Ubuntu South African Advertising Award – Levi Strauss South Africa Red for
Life Campaign against HIV/AIDS (2010)
Levi Strauss &Co. Koshland Award – for Improving Access to HIV/AIDS Services
through Insurance in Mexico; Internal Award, highest LS&CO. Business
Achievement Award (2010)
Corporate Sector on HIV/AIDS Leader 2010 – Invited to witness President
Obama signing of National AIDS Strategy (2010)
The Global Business Coalition on HIV/AIDS, Tuberculosis and Malaria —
Leadership Award (2009)
Certificate of Appreciation for Significant Contributions to the National AIDS
Memorial Grove (2009)
The Global Business Coalition on HIV/AIDS, Tuberculosis and Malaria —
Business Excellence Award — Women and Girls Category (2008)
AIDSWALK San Francisco — Third-Highest Fund Raising Team (2008)
U.S. Business Roundtable on HIV/AIDS – Hosted discussions around U.S.
National AIDS Strategy (2009)
San Francisco AIDS Foundation Leadership Award — for more than 25 years of
corporate commitment to the fight against HIV/AIDS (2007)
YouthAIDS Corporate Citizenship Award — to LS&CO. and the Levi Strauss
Foundation for 20 years of leadership and support of HIV/AIDS education and
prevention programs (2002)
The Hungarian “Salus Puplica” Award — in recognition of LS&CO.’s work on
HIV/AIDS prevention in Hungary (2000)
The Centers for Disease Control Organizational Award — for excellence in
HIV/AIDS workplace programs by a large business (1997)
WORKER RIGHTS
HIV/AIDS Employer Roundtable for U.S. Department of Labor – Shared best
practices on employer-based HIV/AIDS programs (2011)
India Conference on HIV/AIDS and Insurance – Invited panelist and only global
employer to present our Employee HIV/AIDS Benefit Plan: HIV/AIDS and
Insurance (2011)
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U.N. Global Compact and the U.N. Millenium Development Goals at University
of Notre Dame – Invited panelist to present HIV/AIDS workplace initiatives and
insurance linkages (2011)
Office of National AIDS Policy – Private Sector HIV/AIDS Programs Leader,
presented employer HIV/AIDS issues and lessons from Employee HIV/AIDS
Program (2010)
World of Work at Global Health Benefits Institute – Invited to present
Employee HIV/AIDS Program, ILO Recommendations on HIV/AIDS (2010)
National Business Group on Health Panel Chronic Health Challenges: Global
Lessons – Invited panelist to share best practices from Employee HIV/AIDS
Program with U.S. based H.R. leaders (2010)
Global Leadership Platforms on HIV/AIDS – Participation in several
International AIDS Conference panels and poster presentations on approaches
to address HIV/AIDS In the Workplace, Improving Access to HIV/AIDS Services
for Employees, and Engaging the Insurance Industry (2010)
Out and Equal – Presented overview of workplace HIV/AIDS efforts (2010)
Council on Foundations – Invited as panelist to discuss corporate investments
in HIV/AIDS (2010)
Global Business Coalition on HIV/AIDS, Tb, and Malaria – Invited panelist:
“Employee HIV/AIDS Program – Leveraging Workplace to Expand Access to
HIV/AIDS Education and Services” (2009)
ILO Negotiation of Recommendations on HIV/AIDS and the World of Work –
Invited to represent U.S. Employers (2009)
Global Leadership Platforms on HIV/AIDS – Participation in numerous
international AIDS Conference panels and poster presentations on approaches
to address HIV/AIDS In the Workplace, Improving Access to HIV/AIDS Services
for Employees, and Engaging the Insurance Industry (2008)
American Apparel and Footwear Association (AAFA) Excellence in Social
Responsibility Award — “Creative Programs for the Workplace” category, in
recognition of LS&Co.’s partnership with the Asia Foundation to improve the
lives of migrant women workers in China’s Guangdong province (2006)
Children’s Rights International’s first Leadership in Corporate Responsibility
Award, for LS&CO’s efforts to combat the use of child labor through the Terms
of Engagement (2005)
Advertising Plan of Levis Strauss Company
The Centers for Disease Control Organizational Award — for excellence in
HIV/AIDS workplace programs by a large business (1997)
The Martin Luther King Jr. Center for Nonviolent Social Change Management
Social Responsibility Award — in recognition of the unique partnership formed
between LS&CO. and UNITE (Union of Needletrades, Industrial and Textile
Employees) (1996)
Advertising Plan of Levis Strauss Company
MARKETING & CREATIVE
One Show – “Portraits of Braddock” – Gold Pencil Winner for Documentary
(2011)
One Show – “Portraits of Braddock” – Merit Winner for Online Branded
Entertainment Campaign (2011)
Magic – Best in Show – Dockers® Visual Display (2010)
Communication Arts Typography Annual – The Best Typography of the Year
– Dockers® Advertising/Print (2010)
ADDY – Dockers® Newspaper Campaign – for Print (2010)
GLAAD – “Outstanding Advertising – Electronic” for Levi’s brand “Unbuttoned”
campaign, partnership with LOGO (2010)
Out Magazine’s 4th Annual Power 50 – Robert Hanson (2010)
AICP – “Go Forth: America” for Visual Style” (2010)
AICP – “Go Forth: America” for Cinematography (2010)
AICP – “Go Forth: America” for Editorial (2010)
Cannes – “O’ Pioneers’” – Bronze Film Craft Lion (2010)
Cannes – “Go Forth” – Bronze Film Craft Lion for Cinematography (2010)
Effies – “Go Forth” – Finalist/TBD (winners announced end of April) (2010)
Communication Arts Advertising Awards – “Go Forth: America 60” for
Television Commercial (2010)
Rosey’s – “Go Forth: America” for Television, over $50k production (2010)
Silver ADDY Award – Dockers® Fit Guide – for Dockers.com (2009)
GLAAD 2009 “Outstanding Advertising – Electronic” for Levi’s brand “Change”
TV ad (2009)
ADDY Special Judges Award – Dockers® Father’s Day – Campaign for
Dockers.com (2008)
ADDY Gold Award – Dockers® Web Site (2008)
Advertising Plan of Levis Strauss Company
EARNINGS WEBCAST
Advertising Plan of Levis Strauss Company
EARNINGS WEBCAST
RequirementsYou must have Javascript and cookies enabled to access this webcast.
This webcast will be available by telephone beginning approximately two hours after the completion of the live event until midnight EDT, April 14, 2014, by dialing, in the U.S. and Canada, (800) 585-8367. Other locations: (404) 537-3406.
In order to listen to the replay, you must provide the conference ID number: 19747790
Online replay of the webcast will be available here approximately two hours after completion of the live event and will be available for one month.
FORWARD-LOOKING STATEMENTS
The discussion in this conference call, webcast and website may contain, in addition to historical information, forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements may include statements relating to our anticipated sales performance and trends; gross margins and operating income margins; cash flows; business strategies and initiatives; and other matters. We have based these forward-looking statements on the assumptions, expectations and projections about future events that we hold at the time the statements are made. We use words like “believe,” “anticipate,” “intend,” “estimate,” “expect,” “project” and similar expressions to identify forward-looking statements, although not all forward-looking statements contain these words. These forward-looking statements are necessarily estimates reflecting the best judgment of our senior management and involve a number of risks and uncertainties that could cause actual results to differ materially from those suggested by the forward-looking statements.
Investors should consider the information contained in our filings with the U.S. Securities and Exchange Commission (the “SEC”), including our Annual Reports on Form 10-K, especially in the “Management’s Discussion and Analysis of Financial Condition and Results of Operations” and “Risk Factors” sections, our most recent Quarterly Reports on Form 10-Q and our Current Reports on Form 8-K. Other unknown or unpredictable factors also could have material adverse effects on our future results, performance or achievements. In light of these risks, uncertainties, assumptions and factors, the forward-looking events discussed in this conference call, webcast and website may not occur. You are cautioned not to place undue reliance on these forward-looking statements, which reflect our beliefs at the time the statements are made.
We do not undertake any obligation to update or revise publicly any forward-looking statements, whether as a result of new information, future events or otherwise, nor any other information provided in a conference call, webcast, news release, SEC filing or website.
RETAIL SALES MEASURES
During this call and webcast, you may hear us talk about sell-through numbers or retail sales trends. When we talk about sell-through and retail sales, we are referring to retail over-the-counter dollar sales of our products. We use sell-through data internally as an indicator of consumer demand for our products at retail. We compile sell-through data based on information we receive from a group of our top U.S. retail accounts. Our sell-through methodology may change in the future based on changes in our customer base or channels of distribution. Sell-through dollars do not include taxes and may not be consistently calculated from retailer to retailer including, for example, the treatment of markdowns, coupons and discounts. Other companies may discuss sell-through and could obtain data or compute it differently from us.
WORKING CAPITAL
We define working capital as the total of accounts receivable and net inventories, less trade accounts payable.
NON-GAAP FINANCIAL MEASURES
The Company reports its financial results in conformity with generally accepted accounting principles in the United States (“GAAP”) and the rules of the SEC. However, management believes that certain non-GAAP financial measures provide users of the Company’s financial information with additional useful information. The tables found at the links below include supplemental financial data and corresponding reconciliations to GAAP financial measures. These non-GAAP financial measures should be viewed as supplementing, and not as an alternative or substitute for, the Company’s financial results prepared in accordance with GAAP. Certain of these items that may be excluded or included in non-GAAP financial measures may be significant items that could impact the Company’s financial position, results of operations and cash flows and should therefore be considered in assessing the Company’s actual financial condition and performance. Non-GAAP financial measures are subject to inherent limitation as they reflect the exercise of judgment by management in determining how they are formulated. Some specific limitations include, but are not limited to, the fact that such non-GAAP financial measures: (a) do not reflect cash outlays for capital expenditures, contractual commitments or liabilities including pension obligations, post-retirement health benefit obligations and income tax liabilities, (b) do not reflect changes in, or cash requirements for, working capital requirements; and (c) they do not reflect the interest expense, or the cash
Advertising Plan of Levis Strauss Company
requirements necessary to service interest or principal payments, on indebtedness. Additionally, the methods used by the Company to calculate its non-GAAP financial measures may differ significantly from methods used by other companies to compute similar measures. As a result, any non-GAAP financial measures presented herein may not be comparable to similar measures provided by other companies, limiting the usefulness of these measures. The Company urges investors to review the reconciliation of these non-GAAP financial measures to the comparable GAAP financial measures included in this press release and not to rely on any single financial measure to evaluate its business.
DISCLAIMER
The supplemental financial data is only as of the date issued and readers are cautioned that changes in general economic, business or other conditions or in the business condition, financial results or operations of the Company may have occurred since such date. The Company undertakes no duty to update the information appearing in the supplemental financial measures. Also, subsequent press releases may have been issued, subsequent public conference calls may have been held or documents containing later or additional information may have been filed with the Securities and Exchange Commission (“SEC”) or otherwise become available or come into existence. The Company undertakes no duty to make any such press release, conference call or document or additional information available here, and such information, if it exists, may supersede or contradict these supplemental financial measures. Some of the documents the Company files with the SEC appear elsewhere in this website.
Advertising Plan of Levis Strauss Company
Advertising Plan of Levis Strauss Company
CULTURE
Advertising Plan of Levis Strauss Company
LEVI STRAUSS & CO. CULTURE
The culture of Levi Strauss & Co. is fueled by strong values, creativity and hard work. Using innovative, sustainable and progressive practices isn’t just how we make our jeans and other products, it’s a principle we value in all of our work.
Here’s a first hand glimpse of the culture thriving at the core of Levi Strauss & Co.
Innovation is at the core of what we do. From inventing the world’s first pair of blue jeans, to implementing cutting-edge design techniques, to developing new ways of working, we encourage our talented employees — and anyone who slips on a pair of our jeans — to dream big, do more and grow.
We care deeply about doing the right thing. It’s why we’re working to build sustainability into everything we do. It’s why we joined the Better Cotton Initiative, which is committed to growing cotton in a way that’s healthier for communities and the environment. It’s why we’re producing Water<Less™ jeans, made with significantly less water. We want to make sure our company is encouraging a healthy world and a better future.
At Levi Strauss & Co., we’re dedicated to progress and are constantly in motion. We’re proud to have integrated our factories before the law required it, and we continue to engage with communities whenever we can, from implementing HIV/AIDS employee education, to championing equality for women and girls, to supporting communities around the world where we live and work.
The Red Tab Foundation, an industry first, was started by a Levi Strauss & Co. employee to provide a financial safety net for company employees, retiree and their families.
Since 1873, our jeans have been an inspiration — and a symbol — for courage, fearless exploration and unwavering originality. We are honored to have clothed generations of individuals, leaders, thinkers and doers. Here at Levi Strauss & Co., we’re guided by our values: empathy, originality, integrity and courage. With them in mind, we constantly strive to build a culture just as inspiring as the people who wear our jeans.