Professional Documents
Culture Documents
Amit Goel Iravati Hingne Brian Kang Kristen Karas Divye Rawat Rebecca Kattleman
Declining Sales
$2.54
$2.50
$2.47 $2.45
Sales ($ Billion)
$2.45
$2.40
$2.35
$2.35
$2.30
$2.25
2005 2006 2007 2008 2009
Business Objective
Increase sales Increase market share of target segment Rejuvenate the brand and associate it with a strong brand identity Encourage switching behavior from competitor brands
Proposed Positioning
Accessible
Old Navy
Fleeting/ Trendy
Lasting/ Classic
Exclusive
Consistent and clear positioning as Classic jeans that are accessible in terms of reach, style, size and price Captures consumers aspirations during their transitory phase Provides sustainable competitive advantage due to strong heritage
Positioning Statement
For style-conscious transitionals who are in between frivolous fashion & boring basics, Levis is a brand of jeans whose enduring story lets you know your style will last as well, while still being relevant and accessible.
Category Motivation: Look for casual clothing that is more classic, elegant, and relevant and one which symbolizes independence and maturity. Aspire to look stylish at the same time functional.
Relevance of Levis: History of innovation leading to trust. Brand that transitioned during various phases of American history.
Communication Goal
Make customers believe that Levis will be their classically stylish partner during and after the transitory phase of their lives.
Programs
Remind SVCs about Levis heritage and the transitory times the brand has endured. Emphasize product relevance (style, comfort, size). Create opportunities to experience the brand.
Media Plan
Media Selection
Spending by Medium
Thousands
Selection Process
Commercial
AVO: Since 1853, Levis jeans have been there for all of Americas milestones.
AVO: Woodstock,
AVO: As you transition through the many stages of your life, Levis will be there for
Print Advertisements
Print Ad #1
Print Ad #2
Youre Invited
What: Levis and Lingerie, a Fitting Event Where: Macys on Main Street When: August 28, 2010 from 1:00-5:00pm Why: Women always have a tough time finding well-fitting jeans and bras. Macys is offering a complimentary fitting session for our most valued customers. Find the jeans and bras that fit your body and your lifestyle.
Measurement Techniques
POS Online
Sales
Store traffic before and after the start of ad campaign Sales before, during and after the ad campaign Coupons redemption rate
Q&A
Backup
Contemporary and classy styles only; might require reorganization of existing product lines Large selection in terms of styles, sizes and fabric might mean a higher inventory Affordable price points might require procurement and process redesign Multiple retail channel partnerships