Levis Advertising Plan

Advertising Plan of Levis Strauss Company

Table of Contents

Dedication …………………………………………………………………….. 01

Acknowledgement …………………………………….…………………….. 02

Executive Summary ………………………………………………………….. 03

Introduction …………………………………………………………………… 04

History …………………………………………………………………………... 05

Brands ………………………………………………………………………….. 06

Values ………………………………………………………………………….. 09

Vision Statement …………………………………………………………….. 10

Mission Statement …………………………………………………………… 11

Aspiration Statement ……………………………………………………….. 12

Situation Analysis …………………………………………………………….. 14

Competitive Analysis ……………………………………………………….. 14

Current Market Need ………………………………………………………. 15

SWOT Analysis ………………………………………………………………… 17

Objectives …………………………………………………………………….. 20

Scanning Environment ……………………………………………………... 21

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Market Segmentation ……………………………………………………. 22

Target Market ………………………………………………………………. 28

Marketing Mix ………………………………………………………………. 30

Product Attributes ………………………………………………………… 31

Brand Positioning …………………………………………………………. 32

Brand Personality …………………………………………………………. 32

Features Analysis Chart ………………………………………………….. 33

Implementation …………………………………………………………… 35

Evaluation ………………………………………………………………….. 38

Budgeting ………………………………………………………………….. 41

Media Strategy ……………………………………………………………. 48

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DEDICATION

This humble effort is dedicate to the last Holy

Prophet Hazrat

MUHAMMAD (PEACE BE UPON HIM)

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Who is the only perfect ideal of life for human peace.

This struggle is also dedicated to our beloved

PARENTS

By the virtue of whose prayers and show hands

are always raised for pray, for our well being,

even at this moment of time.

ACKNOWLEDGEMENT

First of all we would like to thank ALLAH ALMIGHTY, who blessed us the courage to

accomplish this project. Apart from the efforts of us, the success of this project

depends largely on the encouragement and guidelines of many others. We take this

opportunity to express my gratitude to the people who have been instrumental in the

successful completion of this project.

Then, there is a great contribution of our family members, who

supported us with all the aspects at every stage of this project.

We would like to show my greatest appreciation to Mr. Ahmad Sohail

Khan. We can’t say thank you enough for his tremendous support and

help. We feel motivated and encouraged every time we attend his

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class. Without his encouragement and guidance this project would not

have materialized. A pleasure gratitude to

The guidance and support received from all the team members who,

was vital for the success of the project. We greatly mention the

cooperation of team members.

Team of Concept Creators,

MBA 3rd,

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:

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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

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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

Today, the Levi’s® brand is an authentic American icon, known the world over.

Levi Strauss started it 150 years ago & forever earned a place in history. In 1847,

Levi Strauss, his two sisters & mother sailed for America where they joined half-

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brothers Jonas & Louis in New York. Levi joined their dry goods business. In 18are

offering many products according to different segments defined further under

segmentation. They are doing business all over the world and expanded their outlets

throughout the world. On the other side they are manufacturing their jeans and other

products through outsourcing from different countries. In Pakistan Crescent Bahuman

Ltd and Nishat Mills are their main manufacturers. The brands that are offering by

them are given below under product offer.

Product Offerings:

By segmenting their target market they are offering different products to different

consumers detail is given below:

BRANDS:

The products of Levi Strauss & Co are sold under three brands:

Levi's®:

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Invented in 1873, Levi's® jeans are the original, authentic jeans. They are the most

successful, widely recognized and often imitated clothing products in the history of

apparel. Levi's® jeans have captured the attention, imagination and loyalty of

generations of diverse individuals. As the inventor of the category, the Levi’s brand

continues to define jeans wear with widest range of products available from

quintessential classics, such as the famous Levi's®501® Original jean to favorite fits

and styles in our Red Tab™ and Levi's® Premium collections.

.

Dockers®:

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Launched in 1986 in the United States, Dockers® brand products and

marketing played a major role in the creation of a new apparel category for men's

pants and the shift to casual clothing in the workplace. Dockers® Khakis quickly

became the No. 1 khaki pant brand in the United States .In 1988, the brand launched

Dockers® for Women, a feminine interpretation of Dockers® brand apparel. The line

offers fashionable tops, dress and casual pants and a full range of accessories —

designed to fit a variety of different body types and sizes. Today, the Dockers®

brand has expanded to more than 50 countries in every region of the world with a

complete assortment of stylish and innovative products — including a full line of tops,

footwear, outerwear and accessories — for a broad range of consumers.

Levi Strauss Signature™:

The Levi Strauss Signature™ brand was launched in 2003 exclusively for consumers

who shop in the mass channel. The brand gives value-conscious consumers access to

high-quality, affordable and fashionable jeans wear from a company and name they

trust. The Levi Strauss Signature™ brand includes a collection of denim and non-

denim pants, shirts, skirts and jackets for men, women and children.

All designed with the high quality.

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Other Products offerings”

SHIRTS

COTTON PANTS

ACCESSORIES

BELTS

SUNGLASSES

WALLETS

LADY’S BAGS

JACKETS

SHOES

VALUES:

Levi Strauss & Co. has four major core values. These are

1. Empathy

2. Originality

3. Integrity

4. Courage

Levi Strauss & Co. says,

“Our corporate values -- empathy, originality, integrity and courage -- are the

foundation of our company and corporate values -- empathy, originality, integrity and

courage -- are the foundation of our company and define who we are. They underlie

how we compete in the marketplace and how we behave. Define who we are. They

underlie how we compete in the marketplace and how we behave.”

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VISION STATEMENT:

When LS & Co. describe the future of Levi they are talking about a building on the

foundation they have inherited: affirming best of their Company’s tradition, closing

gaps that may exist between principles and practices and updating some of their

values to reflect contemporary circumstances.

MISSION STATEMENT13


The mission of Levis Strauss & Co. is to sustain responsible commercial;

success as a global marketing company of branded apparel. We must balance goals

of superior profitability and return on investment, leadership market positions, and

superior products and services. We will conduct our business ethically and

demonstrate leader ship in satisfying our responsibilities to our communities and to

society. Our work environment will be safe and productive and characterized by fair

treatment, teamwork, open communications, personal accountability and

opportunities for growth and development.

ASPIRATION STATEMENT:

They want a company that make them proud of and committed to, where all

employees have an opportunity to contribute, learn, grow and advanced based on

merit, not politics or background. They want their people to feel respected, treated

fairly, listened to and involved. Above all, they want satisfaction from

accomplishments and friendships, balanced personal and professional lives, and to

have fun in our endeavors.

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Situation

Analysis15


Situation Analysis

Levi Strauss and Company is approaching to the saturation of Jean Market. The fast

changes in the consumer tastes, competition from both lower and high-end brands,

the fast development in the modern distribution and sales technology has brought a

continuous lose of market share.

A new series of Engineered Jeans has been developed and launched as part of

program intending to meet the needs of their major target, in order to regain lost

marker share and maintain their position the industry. Their expertise in Jeans and

causal dress industry will be fully exploited at world basis.

This year, they intended to strengthen the promotion of this new brand. Certain

resources will be allocated to their existing brands, to maintain market share of 501,

enlarge market share of Dockers and slates. Communication with their customers is

important for us. They will also improve their relation with them, and track the

changes in the taste and need of their main target market. Information system will

also be improved to enhance their ability to adapt the market change.

On the other side in the Pakistan Levi Strauss & Co is facing few problems. Here due

to decrease n the income level of the people people are not in this condition to buy 16


high priced products of Levi Strauss & Co. Other issue is that the local manufacturers

use the tag of highly reputed brands that’s why consumer traped and purchase these

products.

Completive Analysis:

Levi Strauss & Co. was threatened by competition, because barriers of entry were

relatively low in the jean market. (excluding the of entry were relatively low in the

jean market. (excluding the patent) patent)

•Some of Levi Some of Levi’s competitors include: s

competitors include:

Calvin Klein

Gap Jeans

Denim Jeans

Stone age

Tommy Hilfiger

•The entrance of new competitors had many effects on

Levi’s.

Levi’’s no longer has monopoly power so now they have to set more

competitive prices due to that lower profits they gain.

Availability of substitutes firm faces increase in elasticity of demand

The prices of competitor’s products are lower so consumers prefer other

brands. So when their consumers purchase products from the competitors its

minimizes its market share.

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Competitors successfully were able to take from Levi’s market due to heavy

advertising and branding. . Branding was especially effective for companies

like Calvin Klein that targeted high-end consumers.

Some of the marketing strategies that competitors like Calvin Klein used to

differentiate their product and brand included:

Celebrity endorsements (Calvin Klein and Brooke Shields)

Up Up-to to-date European product designs (low rise, tighter)

Advertise jeans as “designer.”

These advertisements were used as a barrier to entry, because of spurious

product differentiation. Although Levi’’s jeans may physically the same as its

competitors, consumer preferences are affected by brand name.

Current Market Need:

Its not just how good a product is that determines if consumers will buy it.

Many people find themselves motivated by several factors when that all-

important decision to purchase a specific product is made. For us it is as

simple as comparing the prices, but many others there are many emotional

factors that weigh heavily on their decision. Does this product make me feel

good about myself? What image does this product present me with? What

effect will owning this about myself? Consumers ask themselves questions

such as these when making decisions about whether or not to buy something.

Do people want to be like someone they see in as advertisement? This

question is the basis for marketing, particularly in the clothing industry.

Buyers over the years have liked the rugged. Confident, individualistic and

laid back image that Levi’s give them. This image, which has been created

through the company’s intelligent marketing scheme, has allowed to company

to maintain its prosperity over the year.

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SWOT Analysis:

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.

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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.

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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.

KEY PLANNING DECISIONS

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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

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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

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Social-Cultural Environment

Products, Positioning, and Market

Segmentation:

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.

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

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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 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

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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.

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

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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

Countries in this Region:

LSEMA markets and sells products in the following countries: Albania,

Algeria, Andorra, Austria, Azerbaijan, Bahrain, Belarus, Belgium, Bosnia

and Herzegovina, Bulgaria, Croatia, Cyprus, Denmark, Egypt, Estonia,

Finland, France, Germany, Greece, Georgia, Hungary, Iceland, Ireland,

Israel, Italy, Jordan, Latvia, Liechtenstein, Lithuania, Luxembourg,

Kazakhstan, Kuwait, Kyrgyzstan, Malta, Mauritius, Moldova, Monaco,

Montenegro, Morocco, Northern Cyprus, Norway, Oman, Poland,

Portugal, Qatar, Romania, Russia, San Marino, Saudi Arabia, Serbia,

Slovakia, Slovenia, Spain, Sweden, Switzerland, The Czech Republic.

Levi Strauss Asia Pacific Division:

Levi Strauss & Co.'s Asia Pacific Division is comprised of subsidiary

businesses, licensees and distributors throughout Asia Pacific, the

Middle East and Africa

The division sources, manufactures and markets Levi's®, Dockers®,

and Levi Strauss Signature® products through affiliates.

Countries in this Region:

India, Indonesia, Japan, Singapore, Pakistan, Philippines, Korea,

Malaysia, Taiwan, Vietnam.

Psychographic Segmentation

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Basis of Psychographic Segmentation are given below:

Life style

Activities

Interests

Personality

Values

Behavioral Segmentation

In this segmentation following segments are consider by Levi Strauss

Company:

Occasions

Brand loyalty

Usage rate

Benefits

Segmentation

Variables

Data

Geographic

World region Asia

Country Pakistan

Cities All major cities of Pakistan

Density Urban28


Demographic

Age All Ages

Gender Male, Female

Family Life Cycle Young , Single; Young, Married, no children; Young,

Married with children; Older, Married with children;

Older, Married with no children under 18; Older, Single;

Other

Income 15000 and above

Occupation From middle class to upper class

Education Schools, College, Universities

Religion Major religion of Islam, Christianity

Race Asian

Nationality Pakistani

Psychographic

Social class Working class, Middle class, Upper class.

Lifestyle Actualizes, Fulfilled, Believers, Achievers, Strivers,

Experience’s makers and Strugglers

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Behavioral

Occasions Parties, Birthdays, Regular Islamic Occasions

Benefits Quality, Style, prestige, Durability

Attitude towards product Positive

User Status Regular users and new users

Target Market:

Once the firm has identified its market-segment opportunities, it has to decide how

many and which one to target. Levi Strauss has oppertunies in different

segmentation. They target its market according to their brands and relating

segmentation. In evaluating different market segments, the firm must look at two

factors: the segment’s overall attractiveness and the company’s objective and

resources.

Because we are making advertising plan to keep the market of 501® JEANS targets

its market by evaluating different segments. Mostly Levi’s targets its market among

the following classes:

Upper Class

People who belong to this class they always to experience those products

which provide them prestige and quality products. Due to high income class

they do not consider the price factor. So Levi’s is the brand that has eared

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popularity throughout the world and it is symbol of prestige and quality which

is demanded by this class. So Levi Strauss Company is targeting this class and

people from all age rang and both genders will be targeting from this class.

Upper Middle Class

In this class people having good education professionals and corporate

executives and business owners belongs. They have a great touch with the

world and have good income. They can afford to wear costly products. So

people from this class will also targeting.

Target Market Strategy:

Target market strategy adopted by Levis is basically on having long-term

relations with their customers and to provide them with better product. Through

their good quality products and best services they always attract customers.

Benefits of Segmentation:

Levis has got customer oriented approach by segmentation.

Company is promoting its products effectively within segments by print media

as well as electronic media, e.g. Newspapers, Signboards, Television

commercials, Internet, etc. Company is providing their customers with stylish

better quality and different product keeping in view its cost.

Conditions for effective segmentation:

JEANS is fulfilling the conditions for effective segmentation.

Segments are strong enough to make profit.

Segments of company are measurable

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Limitation of Segmentation:

Because of segmentation, Levi’s faces some limitations.

Lack of awareness in middle class.

Company has to pay extra cost for multi-advertisement.

In Pakistan they have to face several Cultural Barriers.

Marketing Research:

According to Levi’s marketing logistic manager, their company conducts a research

to know

What’s in trend?

What are the needs of customers?

Sources of Data:

Levi’s gathers data from both primary and secondary sources. Secondary

data is already available in the company. To gather primary data, they organize radio

shows and music concerts by sponsoring.

MARKETING MIX

The marketing mix is the set of marketing tools the firm uses to pursue its

marketing objectives in the target market. Marketing-mix decisions must be made for

influencing the trade channels as well as the final consumers. McCarthy classified

these tools into four broad groups that he called the four Ps of marketing: product,

price, place and promotion. Note that the four Ps represent the seller’s view of the

marketing tools available for influencing buyers.

PRODUCT:

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“Product means set of tangible and intangible attributes which may include

packaging, color, price, quality and brand plus the seller’s services and reputation. A

product may be a place, service, good or promotion.”

BRANDS:

Brand is a name, term, sign, symbol or design that adds value to the products. LS &

CO. earns remarkable revenues throughout the year coz its products are considered

to be the world’s largest quality products.LS & CO. is basically divided into 3 sub

brands i.e. Levi’s, Dockers and Levis Strauss Signature. All the three brands are

providing different quality products.

PRODUCT ATTRIBUTES:

Products are usually considered to be the No.1 factor contributing towards building

goodwill of a firm. A product should be unique, durable, reliable, comfortable and

economical. Following are some of the basic attributes of LS&CO.’S product

Variety

Features

Design

Color

Size

VARIETY:

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Levi’s products today are perceived by many as a symbol of youth, freedom,

confidence, individualism, independence & comfort. LS & CO. provides a wide variety

of products including:

Competitors:

We are much proud to say with surety that our products completely satisfy our

consumers, that’s why we don’t face much competition in our business. But yet there

are some competitors e.g.

CK

GAAP Jeans

Stone age

Tommy Helifiger

Our prices are not influenced by the competitors.

Such a stuff, design and fashion which don’t have the enough sales are recall

back to the company.

Brand Positioning:

Positioning differs between countries and market segments. For example, in America

and much of Europe the emphasize is on jeans as casual attire. In contrast, Pakistanis

wears indicates to social fashion awareness and high status,

For adolescents and youngsters adults ( 14 to 24) who want casual attire, engineers

jeans by Levis provide a unique fit and functional status, unlike other competitors.

Brand Personality of Levi’s:

Brand personality is a set of human charectraristics associated with a brand.

Personality is how the brand behaves. Refers to the outcome of all the consumer’s 34


experiences with the brand, in other words, the brand personality is the weighted

average of previous impressions. In the consumer’s mind, these impressions merge

to form an overall concept of what to expect from brand. “We can define brand

personality of Levi’s as Rebellion, sensuality and being cool.”

Features Analysis of Levi’s with its competitors:

Sr

.

Important to

Prospect

Levi’s CK Gap Stone Age T H

1 Quality + + - + +

2 Price - - - - +

3 Style ++ + + + -

4 Availability + - + + --

5 Prestige ++ + + + +

Competitive Advantages

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Levi’s never compromises on quality.

Levi’s products are available in cities and towns where it has more

demanded.

Levi’s is using the latest technology in its production units.

Levi’s offers a wide range of products available in its outlets.

Implementation

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Execution Plan

TV Ad

Levi’s is very famous all over the country, people who wears jeans almost know that

Levi’s products are very unique and a name of quality and prestige. For the 37


advertising campaign of Levi’s, a ad is also made in order to give a live message to

the audience about that the people who wears jeans should only wear LEVI’S jeans

because the actual jeans only made by them . In the ad initially we have not shouted

a video ad as run in the foreign countries because in this phase we only want to tell

people that JEANS IN LEVI’S. Our message through our ad campaign will force people

to think that the jean that they wear is not the actual jeans. In our ad we have shown

just products especially jeans pints by using the photos to show people the offerings

of Levi’s.

Print Media

Newspapers:

For fashion magazines and newspapers LS&Co. is a target due to its grand brand

equity ,it has become a benchmark for all the others to follow. The newspaper gives a

coverage to the social events in which LS &Co takes part with great interest. Whereas

fashion magazines are always dealing with the gorgeous models working with LS& Co

and the unique outfits of the models

Radio

Because students and young blood is one the main segment of our campaign and

now a days radio is very important mean to reach them because due to short time to

see TV and availability of FM radio in almost every cell phones model we can easily

send our message. The musical ad that will give the message about the outlet and

the latest products availability will be delivered through the radio. The message will

again remind the target audience our core message that “ JEANS IS ONLY LEVIS”.

Internet:-

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Levis provides up-to-date information to their customers through electronic media i.e.

from their website.

Billboards & banners:

The same print media ad will be show in these selected medium to create long term

brand loyalty. The billboards having pictures of products will be displays on the

important places of major cities where outlets are opened. The message that will

shown through billboards and banners will again the same that “ JEANS IS LEVI’S”.

When people see this message again and again where they go they will definitely feel

that the jeans they wear is not the actual jeans and they will rush towards the Levi’s

outlets to have the real jeans.

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Evaluation

Evaluation:

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After implementation our plan our next step that is very important is to evaluate our

campaign to check our track whether we are going towards the right direction which

we planned or our targets will not achieve through this campaign. The evaluation

strategies that will be use are

1. Before execution

2. After Execution

Now we tell you how this evaluation will be run.

Before Execution:

Before execution evaluation strategy helps to make decision wither we should run

this ad or not. Many factors have to observe and after evelating the elements that

were under observation decisions are made. Before execution we will observe our ad

on different perameters that are given below:

Storyboard Idea:

For TV ad this methodology is very effective. Ad has being evelauted that what

message is being conveyed and what results or how effective the message is. The

actual purpose of this methodology to check that the message we have developed

through our ad is receiving in the same sense or not.

Behavior Analysis:

This strategy has made to check the behavior of people when the ad has being

exposing to them. Observers are there to watch the behavior and expressions of

viewers and see whether they are receiving the actual idea and how they perceive

the ad.

Questionnaire Technique:

In this method ad has exposed to viewers and then asked them to answer the

questions given in the quetionair and then match the answers with the benchmark 41


answers. If the answers are matcing with the benchmark answers then the ad has

worked.

After execution:

After execution evaluation used to check wether the compieghn is getting the

planned outcomes or not. Few methodologies used to evaluate the ad. Those

techniques are given below:

Sales volume:

After the execution sales have checked. The sales of 30 days after execution of ad

has compared with the previous few months sales volume if the sales volume has

increase then the ad has done what we are expecting from it.

Feelings analysis:

After execution of ad the feelings of people about the brand will also check. Whether

the campaign has created the good image of the brand or not.

Results of Evaluation:

After the evaluation phase we evaluate that the desires results that we were

expecting from our campaign are meeting. The sales volume has increase and the

popularity of the product has also increase. The customers who were detracted by

the competitors were coming back. The purpose of campaign to tell the people that

the JEANS IS LEVIS and making this phrase very popular among the consumers is

achieving through this campaign.

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Budgeting

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All You Can Afford:

Levis Strauss Company has a very big market and they sell their products almost all

over the word. Their advertising budget in every region is very high and invests a big

share of their earnings on the advertising. They made very costly ads because

usually in their ads they use big stars like Brad Pitt and Shahid Kapoor in their ads.

Their brand ambassadors are very renowned personalities and they charge a big

amount for it. So the advertising budget has to set high.

The basic purpose for choosing this method in Pakistan is that they are running

advertising campaign very first time in the country. So to choose the best media and

covering all targeted location through different kind of Medias to reach the target

audience.

The approaximately totoal budget for this campaign is 8 millions but it can be change

according to situation. The allocation of budget to the different media are given

below:

The channels for TV ad are selected:

Geo News

Hum TV

Express News

Ten Sports

Detail of time when the ad will run, duration , rates and approximately budget is

given below:

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Hum TV:

Timing Pricing Basis of Selection

Days to run

Time to run per Day

Total Cost per day

Total Cost in campaign

19:30-22:00

25000/30 sec

This is Prime time includes major running dramas

10 5 75000 750000

TOTAL 750000

Express News:

10:00-00:00

10000/30 sec

Mostly youth class at this time watch TV for external information like politics, economy, national and international

10 Days with little time variations on selected

30 sec ad 6 time during this time

60000 600000

Total 60000

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Geo News:

10:00-00:00

10000/30 sec

Mostly youth class at this time watch TV for external information like politics, economy, national and international

10 Days with little time variations on selected

30 sec ad 6 time during this time

60000 600000

Total 60000

Ten Sports:

Timing Pricing Basis of Selection

Days to run

Time to run per Day

Total Cost per day

Total Cost in campaign

During the cricket ODI Series

25000/30 sec

Pakistani nation love cricket and both genders and people from all age levels see cricket matches.

All ODI Series

25/ each match

625000

3125000/ for one series approximately

Total 3125000

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app

Cost of Radio:

Levis is not only advertising on Television but they are also advertising on radio. They play the vocal ads on Fm 90 and 89. Advertising on radio is basically for the people who are on roads; on the other side young generation is very good listener of fm. Due to fm availability in the cell phones, so the message can be easily convey to them through this medium. These ads would be played 20 times a day on hourly Basis in form of Time Check and after every time check the vocal message of Levis will announced.

Total Cost per city: 100,000.00

Total Cities covered: 05

Karachi

Islamabad

Lahore

Faisalabad

Peshawar

Total Cost: 500,000.00

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Billboards & banners:

Billboards:

Billboard of different sizes will be displayed in major shopping areas and locations

near to outlets.

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Budget for Billboards: 10000000

Budget for Print Media:

Print media is big mean to convey our message to the larg number of people. For

that the newspapers like DAWN, The Nation, The News, Jang, Express, and Nawa-e-

Waqt are the newspaper on which the advertisement will be shown. Rates and size

are given below:

Sr.No.

Name of Newspapers

No. of ads /month

Size of Advertisement

Rate of front Page ad/day

Amount Charged Monthly

1 Dawn 5 27x4 50000 250000

2 Nawa-e-Waqt 5 27X4 45000 225000

3 Express 4 27X4 40000 160000

4 News 5 27X4 45000 225000

5 Jang 5 27X4 40000 200000

Total=1060000

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Media Strategy

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Media Strategy:

Media strategy is choice of media to attain desire results from the ad. If our ad made

superb but we fail to select the right media for our ad we cant successful.

We selected the media for few basis, these basis are given below:

Reason to choose Hum TV:

Our target market is not only men or boys we are targeting ladies and children as

well because of wide product range for both genders and all age levels. The bases of

choosing hum TV are:

Very popular Home entertainment

Has a good market share

Young girls and ladies watch dramas and the dramas of Hum TV are very

popular among them.

Reason to Choose Geo News and Express News:

Now a days Geo News and Express News are most popular news channels and almost

every one watch these channels on routine basis. The time we have chosen for our

ad is very perfect coz the programs like Aj Kamran Khan k Sath and Mere Mutabiq

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programs on Geo News are very popular and Kal Tak by Javed Ch is also most viewed

TV show. On the other hand they cover a big market share and message through

these channels can reach to maximum audiance. So for these most important

reasons we choose these channels and these programs.

Reason to choose Ten Sports:

No doubts currently Geo sports has launched by the Geo group but this channel due

to live broad casting of all cricket series has same popularity among the market we

are targeting. During the matches almost whole the target market is capture by the

single match and ad will be rum after every 2 or three over which will again and

again reinforce our message that is Jeans is Levis with our ad that will definitely force

to think people about to make a purchase for the actual Jeans.

Reasons to Choose Newspapers:

The reason to choose newspapers is, we can attract more target audience because

the market we are targeting is a regular reader of newspapers and on the other hand

people of all income levels, education and profession read newspapers and it covers

a big target market. The printer ad on from pages with eye catching color scheme

and latest designs and trends of jeans are shown to target audience with our same

reinforcement message that Jeans is Levis. The basic purpose for chosen newspaper

is because it gives single thought for the one topic. When people see again and again

our message with our latest styles and message definitely they will rush towards the

outlets for having the actual jeans.

Reason to Choose Billboards:

Billboards are the very good medium to convey our message to the target audience.

When we display our big billboards on the most famous location which covers the

most important places definitely is will work.

Reason to choose Radio:

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Currently we can deliver our message to the large target audience through this

meodium. People while driving, walking, sleeping almost evrytime they listen radio.

So the message can be deliver through the radio easily.

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Levis Advertising Plan

Documents

products of levis

products of levi strauss

levis brand

family of levi strauss

levis trademark

media plan

different products

shares of company stock