Levis Presence

8/3/2019 Levis Presence

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Tribute to

Father of creativity

Innovative Marketer

Steve Jobs1955-2011


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Standardization Vs. Adaptation

Presented By:

Roshani Ghaiwat BT-1044

Ruchi Lonare BT-1045

Sadhana Singh BT-1047

Sangram Taware BT-1048

Saurabh Shukla BT-1049


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Presentation outline

Introduction

Brief of topic

Case study

Conclusion

Our take


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Introduction of New Product Into Foreign

Market or at the Global Level

STRATEGIC OPTIONS

ADAPTATION STRATEGY -

Makes changes to fit new market requirements

STANDARDIZATONSame product, all markets


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Standardization & Adaptation

Standardization

The condition in which a standards has been successfully

established.

Adaptation

The action or process of adapting orbeing adapted.


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Standardization v/s Adaptation

Factors encouraging product standardization

Factors encouraging adaptation


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Communication

If product standardized along with Communication then?

If product is standardized & Communication is adaptive

then?

If product is adaptive along with Communication then?

If product is adaptive & Communication is standardized

then?


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LEVI STRAUSS

&CO.


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History Of Levis

18th century:-

Jeans cloth made by mixture of things. Use of dye.

19th century:-

1853:-Leob Strauss, New York.

1872:- Davis offered Strauss a deal.

1873:- First riveted cloth was sold.

1886:- Leather Label on Jeans.

1891:- Companys Patent for riveted clothing goes public.


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History conti.

20th century1930:- Jeans wore by Hollywood actors.

1950:- Jean pants.

1980:- Jeans finally became high fashion clothing.

1990:- sale of jeans stopped because

1990s and laterCompetition raised.

2002:- Levis with Walmart, Signature Jeans.

2007:-Levis again said to be Profitable.


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LEVIS PRESENCE

Singapore

BrusselsSan

Francisco


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Problem faced..

High price of jeans.

Struggling to compete with trend.

Solution..

Designed clothes to appeal teenagers- SignatureEntered into discount jeans market -Walmart


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LEVIS

STANDARDISATION

ADAPTATION


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Socio culture

Legal Environmental

Technological Demographic

Economic Competitive

Importantfactors


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Socio Culture

Language Reduced the degree of cultural barrier.

Religion Maintained the product suitability inEthnics local market.

Values Color preference in product/promotion.

Customer Perception Difference in taste leads to adaptation.


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Legal Factors

Promotional activities bound by legislation.

Adaptation for local markets.

Choice of distribution channel.

Environmental Factors

Climatic conditions Total demand.


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Technological

Local market with developed technologies.

In less developed countries e.g.: Africa

Use of magazine, TV adds, Newspaper are used as Promotion tool.

In developed countries e.g.: US

Electronic Data change System(EDS) usage.


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Expensive

Russia

Spain

Casual Prestige

USA

Inexpensive


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Conclusion

AdaptStandation Strategy adapted by Levis.

Appropriate balance between maximizing the gains of

standardization & competitive advantage & maximizing the market

share through adequate adaptation to local markets conditions.


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Its well said in a Hindi Proverb:

Jaisa desh Waisa

bHes


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THANK YOU


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Questions???

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