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Introduction• Founded by Mr. Levis Strauss in 1853.• Levi Strauss & Co. (LS&CO.), one of the

world's largest apparel manufacturer brand.• Sold in over 110 countries, in more than

55,000 retail locations worldwide.• Manufactures jeans in approximately 108

sizes and 20 finish fabrics.• 3 Brand Portfolio - Levi’s ®, Levi’s Strauss &

Denizen.

Mission statement

“The mission of Levis Strauss & Co. is to sustain responsible commercial success as a global

marketing company of branded apparel.”

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.”

History• The company was founded by Levi Strauss in 1853

primarily selling wholesale dry goods. The company was founded in San Francisco, California.

• A tailor named Jacob Davis thought of an idea to use copper rivets to reinforce the points of strain on pants.

• Davis and Strauss purchased the patent of the idea of using copper rivets in clothing on May 20, 1873.

• The innovation of the rivets in the jeans differentiated Levi’s jeans from others because of its increased

durability.

Target Market Levi’s jeans targets its market by evaluating the

wants of customers. Mostly Levi’s targets its market among the following classes Upper Class, Upper Middle Class.

Target market strategy adopted by Levis is basically on having long-term relations with their customers and to provide them with better product.

LOGO

• In 1886 the Two Horse ® brand leather patch, a symbol of the pants Showing Strength in jeans.

• The Levi's® brand eye-catching Red Tab Device was added to the jeans in 1936. Placed onto the right

back pocketwith the word "Levi’s®" White capital letters, it differentiates Levi's® jeans from competitors.

• Levi’s® jeans famous arched back pocket stitching is called the “accurate.”

Product Features• Comfort• Durability• Style Product Categories – Apparels , Footwear & Fashion

Accessories.DISTRIBUTION CHANNEL• LEVIS distributes JEANS by the Channel Members that is

through retailer and wholesalers.• Levi’s is using selective but intensive distribution level

for the distribution of its products. Levis opened around 500 outlets at prime locations in

India.

PRICING STRATEGY LEVI’S STRAUSS: As Levi’s has different Products ranges for different

segments the pricing strategy of LEVI’S can be Called as both penetrative as well as market growth pricing.

• Levi's came to India in 1995.• The brand was trying to skim the market but at the cost of

market share and volume.• LS & CO. has tried to build its image as an innovator by

coming in INDIA with their Jeans having new and latest style and looks.

• Levi’s India plans to vacate the middle price segment and plans to concentrate on the lower and the higher end.

• Levi’s launched new mid market brand-Denizen in India September 10,2010.

Promotion & Advertising• Advertisements of Levi Strauss & Co. are very innovative and eye-catching. Buyers are attracted towards the product.• Television advertisements are more innovative and target younger crowds.• Levi's launched "Friend's Store,"using a new

Facebook tool. 150,000 fans on Facebook in India alone.• On YouTube Levis released many of their TV

commercials and also do specific small cameo ads.

Popular film stars.

Competitors• Pepe• Lee• Wrangler• Spykar• Numeruno

Levis.com • Levis.com was launched by fashion retailer Levi

Strauss & Co. in 1996 as an informative company Web site that included pages on the firm's history and current operations, culture and fashion.

• In 1999, Levi Strauss pulled the plug on its online sales efforts, using it as a popular site for shopping destination.

• A total of about 120 items of levis brand are being sold through it.

ABOUT PROVOGUE• Provogue in French means believers of fashion and

beauty. �• Provogue is a Mumbai based Indian company that

was came into legal corporation on November 11, 1997. �

• Initially name was Acme Clothing Private and founder is Nikhil Chaturvedi. The brand Provogue was actually came into picture in March 1998.

• Provogue in India is serving nation with the honour of one of the biggest retail apparel brands.

TARGET MARKET• Age Group 18-40• Provogue is a male preferred brand which considers

male as their primary target customer.• Provogue is focusing only the metro cities like Mumbai,

Delhi, Pune etc• Provogue targets middle class and upper middle class

income groups. • It also act as a channel for additional product that the

‘’youth’’ group use.E.g. Belts, Foot wears, Caps etc.

PRODUCTS

• The Provogue brand has a range of men, women's wear and fashion accessories.

• It includes t-shirts, trousers, suits, jackets, denims.• Accessories includes sunglasses, wallets, belts,

hanker chiefs & ties of provogue brand.• Provouge basically includes club wear, party wear,

leisure and casual wear.

PRODUCT RANGE• Provogue is seen as a trendy, designer brand

offering fashion at an affordable price.

Categories Provogue Rs.

Men’s Wear 1095-2200

Women’s Wear 595-1800

Accessories 195-2000

• Provogue has put up a factory In Daman, where it gets tax exemption; thereby is able to provide good quality clothes at a cheaper rate.

• Pricing strategy is based upon the type of customer they deal in.

DISTRIBUTION CHANNEL• Provogue has a well distributed network from where

it sells its products.• Provogue sells its products through multi brand

outlets, branded stores& national chain stores including SHOPPERS STOP, LIFESTYLE etc.

• Till date, it has about 125 retail stores.• Provogue store is always a flashy store painted with

bright colors.• It includes fashionable pictures of its brand

ambassadors.

PROMOTIONAL STRATEGIES• Provogue builds a style statements as its tagline also

says ‘’Redefining Fashion.’’• Trends setter icon like John Abraham, Hrithik Roshan,

Fardeen Khan and current brand ambassador Saif Ali Khan have given considerable brand image to Provogue.

• It has opened their Prom art stores, in which they sell their products at a discounted rate for a full year.

• It organizes fashion shows like ‘’Delhi Fashion Night’’ and ‘’Live Your Dream’’.

MARKETING STRATEGY• Want to create the largest brand in clothing, not the

largest company in clothing.• Expanding the network of exclusive Provogue

Studios Across the country.• Ability to relate to the aspirations of new India.• Offers fashion at an affordable price.• Become a brand which can be accessible to

everyone everywhere.

RETAIL FORMATSProvogue Studios These studios sizes from 800-2000 sq. feet. Provogue

studios are operating in 31 cities throughout India. The company is looking to open new studios at an average rate of three per month.

Provogue Mega Stores Provogue is now setting up a new mega-store format with

a footprint of 5000 to 7000 square feet. As the company leverages its brand to increase product categories, the requirement for larger stores has emerged.

National Chain Stores Provogue currently has presence in over 59 NCS

locations and this is expected to increase to 82 locations in the coming years.

Multi Brand Outlets MBOs are medium size outlets that sell all brands

including Provogue. To reach out on a pan-India basis especially to the smaller cities in India can be cost prohibitive. Provogue uses the MBO strategy to spread its reach to smaller towns and leverage the strength of the Provogue brand.

COMPETITORS

• John Players• Allen Solly• Park Avenue• Arrow• Color Plus

ONLINE SHOPPING• The official website of Provogue do not provide

online shopping.• Websites like Myntra.com, bestylish.com,

flipkart.com etc are having Provogue products for online selling.

• Discount Offers on these websites are much higher in comparison to the retail outlet of Provogue.

COMPARISON1. Levi’s is targeting the

upper class and upper middle class.

2. Levi’s do not provide discounts on its new arrivals.

3. Website of Levi’s provides a good demonstration of products and accessories.

1. Provogue targets the middle class and upper middle class.

2. Provogue provides discounts and other offers to customers.

3. Provogue’s website is not customer friendly, it do not provides any information about the products.