Levi's co. manendra
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Transcript of Levi's co. manendra
CORPORATE STORY ON
“Levi’s”
Presented By MANENDRA & TEAM
IntroductionLevi 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 ®,Dockers ® & Levi’s Strauss
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.
History Cont…….
The innovation of the rivets in the jeans differentiated Levi’s jeans from others because of its increased durability.
Over the years, Levi Over Levi’s jeans have become more popular, initially due to its durability. Jean products expanded,
targeting different consumers.
Levi Strauss & Co. eventually captures most of the denim jean market, becomes the largest manufacturer of jeans, and profits reach $1 billion by 1974.
TimeLine
1853: Levi Strauss begins selling dry goods in San Francisco
1873: Levi Strauss & Co. patent riveted jeans and begin
selling them.1912: Koveralls, denim play suit for children, is
first nationally sold product for the company.1935: Company sells first blue jeans for women.1940s: U.S. government issues denim work clothes
for employees in the defense industry.
1974: Company sales reach $1 billion1974: billion.1986: Company introduces Dockers as a new
casual line of clothes new clothes.
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 pocket with 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.”
Why choose Levi’s for the Corporate story?
HUMAN RESOURSE MANAGEMENT
HR Policy
Recruitment & SelectionTrainingRewards & RecognitionRed Tap FoundationOther benefits and facilities
Denim Pants
Non-Denim Pant
Shirts Jackets Others(Foot Wear,Eye Gears,Caps,Belts,Leather Wallets,Carry Bags,Sweaters)
Levi’s Dockers Dockers Levi’s Strauss Signature
Levi’s 501 Levi’s Strauss Signature
Levi’s Strauss Signature
Levi’s Engineered Jeans
Other
Product Portfolio
Bra
nd
P
ort
foli
o
Market and Competition Market Share
Performance
Brand 2000 1996 1991
VF(lee and Wrangler) 25.3 24.5 17.9
Private Labels 20.2 22.1 3.2
Levi’s 17.0 18.7 31.0
Licensed/Designed labels 7.0 5.2 3.7
Gap(Gap, Banana Rep, Old Navy)
4.9 4.2 2.7
GWG 2.0 2.5 4.5
All Other 23.6 22.8 37.0
Net Sale by Region
2001 2002 %Change
Americas 2,859 3148.2 9.2
Europe 1111.8 1104.5 0.7
Asia 372.7 392.4 5.0
Total company 4344.0 4645.1 6.5
OPERATIONS
The first two steps in blue jeans manufacture are carding and spinning. In carding, the cotton is put through a machine with bent wire brushes.
How Manufacturing is being done?
Steps in manufacturing: -
2. Dyeing the yarn
3. Weaving the yarn
1. Preparing the cotton yarn
4. Making the blue jeans
Supply Chain
What a Green Sustainable Supply Chain?
As the public becomes more aware of environmental issues and global warming, consumers will be asking more questions about the products they are purchasing. Companies will have to expect questions about how green their manufacturing processes and supply chain are, their carbon footprint and how they recycle.
Marketing
Levi’s has maintained its equity worldwide. A mix of standardization & localization in Levi’s
products has enabled the company to become a renowned brand worldwide.
Levis use Differentiated marketing because it has multiple marketing mixes i.e. it involve multiple products, targeted towards multiple
segments.
Marketing ObjectivesTo improve leadership market positions and superior product and services.To maintain and protect the global brand.Increase the market share in products by
annual average of 2.8% in the next 5 years.Also, to maintain the global market share of denim product in the same period.
POSITIONING
Levi Strauss & Co. maintains it’’s image as an American Icon and the originator of
American jeans.
In 1930s, the company survived the Great Depression due to increased interest in
Western culture.––Jeans were positioned as being worn by “cowboys..”
Levi’’s jeans were issued to employees in the defense industry (including veterans) during World War II WWII veterans were regarded as heroes.–– During the Baby Boom era, Levi’’s targets younger consumers and
positions product as cool.
.U.K .Russia
.Asia
Casual Prestige
. Argentina . USA
Inexpensive
Expensive
Product Features
ComfortDurabilityStyle
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.
PRICINGLevi’s all products are sold at listed price. There is no discount to offer.
Product’s price is influenced by the following factors:-
1. Cost of the product2. Affordable for the target market3. Demand of the product 4. Uniqueness and innovative features of the
products
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.
Pricing Strategy Cont…..
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 look
Levi’s India plans to vacate the middle price segment and plans to concentrate on the lower and the higher end.
Cont…….In order to maintain revenues, the company
releases the Levi’s Signature Jeans To differentiate Levi’s Strauss Signature ,the company developed new labeling and styles.Levi’s launched new mid market brand-
Denizen in India September 10,2010.Providing EMI in Jeans
PROMOTION & ADVERTISING The advertisement given by the LEVIS stresses on the demand of the product and
enhancement of its features. Levis uses institutional advertising to promote
company’s image by saying Many Copy the Red Tab No One can copy the Original.
Cont…… 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.
Cont………… In the US we have the Levi’s Guy and the Levi’s
Girl on Twitter.
On YouTube Levis released many of their TV commercials and also do specific small cameo ads.
Levi's CURVE ID fit
To mark its 15th anniversary in the India, apparel brand Levi's has announced
several initiatives titled 'Change Your World’'. Chevrolet has joined Levi Strauss for
celebrating the latter's 15th year anniversary in India
BRAND AMBASDORS
international denim brand Levis has signed Priyanka Chopra as their brand ambassador fImran Khan Replaces
Shahid Kapoor As Levis’ Brand Ambassador
The company frequently promoted music & theatrical productions.
Sponsored artists incl. Christina Aguilera, Mariah Carey, Ben Folds Five, The White Stripes etc.
LEVI’S competitors include Bugle Boy, Calvin Klein,
and Fruit of the Loom, Guess, J.C Penny, Nike, J.Crew, Osh Kosh B’Gosh, Oxford Industries, Polo, GAP, Tommy
Hilfiger, VF, & Warnaco Group. Some of Levi’s competitors include: High end consumers Calvin Klein Tommy Hilfiger Low end consumers Miss sixty, Guess
Competitive advantage
Economies of scale,Levi is capable of implementing a cost leadership strategy within the company and the
environment, therefore, resulting in a competitive advantage
the company has accumulated knowledge and productive inputs. This legacy allows Levi’s to promote the image of quality and value to their brand
The brand image Levi’s encompasses results in them
having a higher price tags compared to other brand Levi’s
differentiates itself from all other competitors through the ability to brand products through strong brand image
Strength
HistoryBrand NameFinance and Access to International
Capital Management Expertise in Jeans Industries-R&DDistribution Channels and Global Sourcing
Weakness
High Costs of brand protection Lack of control over quality(licensing) Lack of control over distribution decisions(Retailers pressure to stop selling on the Web) Distribution Conflicts(Large food retailers i.e. Tesco have been selling Levi products at lower price then
standard, damaging other channels such as Levis Strauss stores)
Opportunities
Arising of New Market such as Europe and Russia(to supply local demand) Technological development lower production and coordination activities Low Manufacturing and production costs in various international markets(i.e. Bangladesh) Development in other industries such as electronic (MP3 player) could pass new opportunities for
complementing new Levi’s products. Total Market for casual wear is growing
Threats
Saturation of Jeans Market. Economic Downturns in some countries. Fast changes in Consumer tastes. Local regulations on advertisement. Lack protection of property rights in some countries such as China. Increasing Competition from Gap,Guess,J.C.
Penny,Nike,Mochino,D&G,Osh Kosh,Oxford, Polo.
“LIFE BLOOD AND NERVE CENTRE OF BUSINESS”
FINANCE
BALANCE SHEETAmount in $ thousand Amount in $ thousand
2008 2009
Current Assets
Cash and Cash Equiv 210,812 270,804
Restricted Cash 2,664 3,684
Accounts Receivable, Net 546,474 552,252
Inventories 542,674 451,272
Deferred Tax Assets 114,123 135,508
Other Current Assets 88,527 92,344
Total Current Assets 1,505,274 1,505,864
Property, Plant and Equipment, Net 411,908 430,070
Goodwill 204,663 241,768
Acquired Intangible Assets, Net 42,774 103,198
Non Current Deferred Tax Assets 526,069 601,526
Other Assets 86,187 106,955
Total Assets 2,776,875 2,989,381
Current Liabilities: Amount in $ thousand Amount in $ thousandShort-term borrowings 20,339 18,749
Current maturities of long-term debt 70,875 00
Current maturities of capital leases 1,623 1,852Accounts payable 203,207 198,220Restructuring liabilities 2,428 1,410Other accrued liabilities 493158 506745Total current liabilities 791,630 726,976
Long-term debt 1,761,993 1,834,151Long-term capital leases 6,183 5,513Postretirement medical benefits 130,223 156,834Pension liability 240,701 382,503
Long-term employee related benefits 87,704 97,508Long-term income tax liabilities . 42,794 55,862Other long-term liabilities 46,590 43,480Minority interest 17,982 17,735Total liabilities 3,125,800 3,320,562
Temporary equity 592 1,938
Stockholders’ Deficit:Common stock 373 373Additional paid-in capital 53,057 39,532Accumulated deficit -275,032 -123,157
Accumulated other comprehensive loss -127,915 -249,867Total stockholders’ deficit -349,517 -333,119Total liabilities, temporary equity and stockholders’ deficit $2,776,875 $2,989,381
Comparative Balance Sheet
Amount in $ thousand
Amount in $ thousand
2008 2009absolute change % changeCurrent Assets
Cash and Cash Equiv 210,812 270,804 59,992 28Restricted Cash 2,664 3,684 1,020 38Accounts Receivable, Net 546,474 552,252 5,778 1Inventories 542,674 451,272 -91,402 -17Deferred Tax Assets 114,123 135,508 21,385 19
Other Current Assets 88,527 92,344 3,817 4
Total Current Assets 1,505,274 1,505,864 590 0
Property, Plant and Equipment, Net 411,908 430,070 18,162 4Goodwill 204,663 241,768 37,105 18Acquired Intangible Assets, Net 42,774 103,198 60,424 141Non Current Deferred Tax Assets 526,069 601,526 75,457 14Other Assets 86,187 106,955 20,768 24Total Assets 2,776,875 2,989,381 212,506 8
Current Liabilities:Short-term borrowings 20,339 18,749 -1,590 -8Current maturities of long-term debt 70,875 -70,875 -100Current maturities of capital leases 1,623 1,852 229 14Accounts payable 203,207 198,220 -4,987 -2Restructuring liabilities 2,428 1,410 -1,018 -42Other accrued liabilities 493158 506745 13,587 3Total current liabilities 791,630 726,976 -64,654 -8
0Long-term debt 1,761,993 1,834,151 72,158 4Long-term capital leases 6,183 5,513 -670 -11Postretirement medical benefits 130,223 156,834 26,611 20Pension liability 240,701 382,503 141,802 59
Long-term employee related benefits 87,704 97,508 9,804 11Long-term income tax liabilities . 42,794 55,862 13,068 31Other long-term liabilities 46,590 43,480 -3,110 -7Minority interest 17,982 17,735 -247 -1Total liabilities 3,125,800 3,320,562 194,762 6
Temporary equity 592 1,938 1,346 227
Stockholders’ Deficit:
Common stock 373 373 0
Additional paid-in capital 53,057 39,532 -13,525 -25
Accumulated deficit -275,032 -123,157 151,875 -55
Accumulated other comprehensive loss -127,915 -249,867 -121,952 95
Total stockholders’ deficit -349,517 -333,119 16,398 -5
Total liabilities, temporary equity and stockholders’ deficit $2,776,875 $2,989,381 212,506 8
INCOME STATEMENTAmount in $ thousand Amount in $ thousand
2008 2009
Net Sales $4,303,075 4,022,854
Licensing revenue $97,839 82912
Net revenues 4,400,914 4,105,766
Cost of goods sold 2,261,112 2,132,361
Gross profit 2,139,802 1,973,405
Selling, general and administrative expenses 1,606,482 1,590,093
Restructuring charges, net 8,248 5,224
Operating income 525,072 378,088
Interest expense -154,086 -148,718
Loss on early extinguishment of debt. -1,417
Other income (expense), net -1,400 -38,282
Income before income taxes. 368,169 191,088
Income tax expense (benefit) . 138,884 39,213
Net income $229,285 $151,875
Comparative Income Statement
2008 2009 absolute change % change
Net Sales $4,303,075 4,022,854 ($280,221) -6.51
Licensing revenue $97,839 82912 ($14,927) -15.26
Net revenues 4,400,914 4,105,766 ($295,148) -6.71
Cost of goods sold 2,261,112 2,132,361 ($128,751) -5.69
Gross profit 2,139,802 1,973,405 ($166,397) -7.78
Selling, general and administrative expenses 1,606,482 1,590,093 ($16,389) -1.02
Restructuring charges, net 8,248 5,224 ($3,024) -36.66
Operating income 525,072 378,088 ($146,984) -27.99
Interest expense -154,086 -148,718 $5,368 -3.48
Loss on early extinguishment of debt. -1,417 $1,417 -100.00
Other income (expense), net -1,400 -38,282 ($36,882) 2634.43
Income before income taxes. 368,169 191,088 ($177,081) -48.10
Income tax expense (benefit) . 138,884 39,213 ($99,671) -71.77
Net income $229,285 $151,875 ($77,410) -33.76
Ratio analysis
2008 2009
Net profit ratio 5 4
Gross profit ratio 50 49
Operating profit ratio 12.20 9.40
Current ratio 1.90 2.07
Corporate social Responsibility
“Each of us has a capacity to make business not only a source of economic, wealth but also a source for Social and Economic justice” ”
C.S.R cont…
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