SCHOOL OF MANAGEMENT, MANIPAL
Case Study on
Decrypting Levi’s Classic Codes
PREPARED BY
Team 5
RANJAN S VYSHAK K RAJ [141202070] [141202074]
MOHAMMED MUHEEB S PRAJWAL
[141202092] [141202093]
LWINTON LANWIN RODRIGUES
[141202126]
SUBMITTED TO
Dr. RANJITH V K
PROFESSOR
SOM MANIPAL Origin of Levi’s:
In the year 1853 Levi Strauss emigrated to San Francisco, America and sets up wholesale dry goods business which included the selling of clothing, handkerchiefs, blankets etc. under the Levi’s brand name. In the year 1872 Jacob Davis writes to Strauss about his invention of using rivets to strength the pocket on men’s pant. Since Jacob didn’t have the …show more content…
This allowed Levi’s Competitors to use rivets in their clothing’s. To differentiate their product from the competitors product Levi’s started to print the inside pocket with information regarding originality and strength of the overalls. Levi’s assigned 501 number to their famous pants. One of the reason behind that was expiry of patent and another reason was by numbering their product, it made easier for retailers to place an order rather describing the pant model. Unique factor about number beginning from 5 is that materials used to produce it is of highest …show more content…
Marketing strategies
Levi’s has strengthened its brand in India by launching more economic brands like Signature along with its present premium and super-premium brands of Denim. Signature brand price ranges from Rs.600 to Rs.1400 at some rural locations, whereas, the price of premium brands is high, in the range of Rs.2000 to Rs.4000. The price of super-premium brand is in the range of Rs.4000 to Rs.6000. and price of connosieur segment is in the range of Rs.6000 to Rs.12000.
Levi’s, however does not want to be present in its value segment (Price range of Rs.600 to Rs.1200). The estimates are that Levi’s can get a market of 7 million and 3 million for its premium and super-premium segment.
Further, they are also coming up with “Change your world” campaign, where Priyanka Chopra has been chosen as the brand ambassador. As per this campaign, the customer whosoever purchases Levi’s will get a bonus card, which will contain some codes. These codes are then to be messaged to some mentioned numbers. Based on these codes, many prices are to be won.
On the other hand, Levi’s is also associated with Chevrolet and Apple to offer youngsters wearing Levi’s jeans accessories and
Case Study on
Decrypting Levi’s Classic Codes
PREPARED BY
Team 5
RANJAN S VYSHAK K RAJ [141202070] [141202074]
MOHAMMED MUHEEB S PRAJWAL
[141202092] [141202093]
LWINTON LANWIN RODRIGUES
[141202126]
SUBMITTED TO
Dr. RANJITH V K
PROFESSOR
SOM MANIPAL Origin of Levi’s:
In the year 1853 Levi Strauss emigrated to San Francisco, America and sets up wholesale dry goods business which included the selling of clothing, handkerchiefs, blankets etc. under the Levi’s brand name. In the year 1872 Jacob Davis writes to Strauss about his invention of using rivets to strength the pocket on men’s pant. Since Jacob didn’t have the …show more content…
This allowed Levi’s Competitors to use rivets in their clothing’s. To differentiate their product from the competitors product Levi’s started to print the inside pocket with information regarding originality and strength of the overalls. Levi’s assigned 501 number to their famous pants. One of the reason behind that was expiry of patent and another reason was by numbering their product, it made easier for retailers to place an order rather describing the pant model. Unique factor about number beginning from 5 is that materials used to produce it is of highest …show more content…
Marketing strategies
Levi’s has strengthened its brand in India by launching more economic brands like Signature along with its present premium and super-premium brands of Denim. Signature brand price ranges from Rs.600 to Rs.1400 at some rural locations, whereas, the price of premium brands is high, in the range of Rs.2000 to Rs.4000. The price of super-premium brand is in the range of Rs.4000 to Rs.6000. and price of connosieur segment is in the range of Rs.6000 to Rs.12000.
Levi’s, however does not want to be present in its value segment (Price range of Rs.600 to Rs.1200). The estimates are that Levi’s can get a market of 7 million and 3 million for its premium and super-premium segment.
Further, they are also coming up with “Change your world” campaign, where Priyanka Chopra has been chosen as the brand ambassador. As per this campaign, the customer whosoever purchases Levi’s will get a bonus card, which will contain some codes. These codes are then to be messaged to some mentioned numbers. Based on these codes, many prices are to be won.
On the other hand, Levi’s is also associated with Chevrolet and Apple to offer youngsters wearing Levi’s jeans accessories and