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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 - Levis , Levis Strauss & Denizen.

Mission statementThe mission of Levis Strauss & Co. is to sustain responsible commercial success as a global marketing company of branded apparel.

Vision StatementWhen LS & Co. describe the future of Levi they are talking about a building on the foundation they have inherited: affirming best of their Companys 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 Levis jeans from others because of its increased durability.

Target MarketLevis jeans targets its market by evaluating the wants of customers. Mostly Levis 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 "Levis" White capital letters, it differentiates Levi's jeans from competitors. Levis 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. Levis 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 LEVIS STRAUSS: As Levis has different Products ranges for different segments the pricing strategy of LEVIS 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. Levis India plans to vacate the middle price segment and plans to concentrate on the lower and the higher end. Levis 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.

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.

ABOUT PROVOGUE

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.

CategoriesMens Wear Womens Wear Accessories

Provogue Rs.1095-2200 595-1800 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. Levis is targeting the 1. Provogue targets the upper class and upper middle class and upper middle class. middle class. 2. Levis do not provide 2. Provogue provides discounts on its new discounts and other arrivals. offers to customers. 3. Website of Levis 3. Provogues website is provides a good not customer friendly, it demonstration of do not provides any products and information about the accessories. products.