The products of Levi Strauss & Co are sold under three brands: Levi’s®: Since their invention in 1873, Levi’s® jeans have become one of the most successful and widely recognized brands in the history of the apparel industry. Dockers® : Dockers® brand, which pioneered the movement toward business casual, has led the U. S. khaki category since the brand’s 1986 launch, and is now available in numerous countries. Levi Strauss Signature™:
In 2003 the launch of the Levi Strauss Signature™ brand, giving value consumers high-quality and fashionable clothing from a company on which the consumers trust. DIVISIONS: Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions: Levi Strauss, North America (LSNA) Based in the San Francisco headquarters Levi Strauss Europe (LSE) Based in Brussels Asia Pacific Division (APD) Based in Singapore Levi Strauss & Co. ‘s Asia Pacific Division is comprised of subsidiary businesses, licensees and distributors throughout Asia Pacific, Middle East, Africa and Latin America.
The Division sources, manufactures and markets Levi’s®, Dockers®, and Levi Strauss Signature™ products through 14 affiliates. The company employs approximately 2,500 talented people working together to ensure that the apparel brands are leaders in this part of the world. The division is comprised of both wholly owned-and-operated businesses, licensees and distributors throughout Asia and the Pacific including Pakistan.
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. 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 Market Segmentation 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.