Competitive Advantage of Levi Strauss - Assignment Example

2. What do you think Levi's image is among the following? What are the marketing implications of your response?
a. Tween girls (aged 10 to 12)
They are not ‘cool’
b. Tween boys (aged 10 to 12)
They are not ‘cool’
c. Teenage girls
They are too plain and too high wasted
d. Teenage boys
Too plain and have no style
e. Women aged 21 to 35
They are a good fit and suit the body
f. Men aged 21 to 35
They are a good fit
g. Women aged 36 to 55
They are too tight
h. Men aged 36 to 55
They are comfortable and the right fit
3. Do you believe that Levi's brand is as “elastic” as Levi's executives believe it is? Or, have they “overstretched” the name with the Signature line?
Levi’s brand is not as elastic as he put it because it has only been targeting a certain group in the market, for example, it could not design women jeans and younger people. The elasticity is low and this has overstretched the name of the brand with the introduction of the signature line (Levis Strauss & Co, 2011).

4. Develop the “brand schema” that you think existed for the overall Levi's brand before and after the introduction of the Signature line (i.e., an associative network map of links and nodes). What are the marketing implications of the differences?

Before the introduction of the Signature line

After the introduction of the Signature line

Marketing Implications

Lack of innovation

Introduced more product line

Losing market share

Failure to anticipate customers trends

Improved distribution channels and using specialty chains

Losing consumer loyalty

The influx of fashion-forward competitors

Repositioned the brand to be up-to-date

Improved market segments

Lack of jeans that fit women curves

Offered high quality, fashionable and affordable jeans

 

 

Making attractive jeans for younger consumers and available at stores where younger shoppers frequent.

 

 

5. Repeat Question 4 before and after the introduction of Levi's Eco. What are the marketing implications of the differences?

Before Levi’s Eco

After Levi’s Eco

Marketing implications

Lacked  segmentation according to the material used

More consumers bought organic cotton jeans

Increased market share for older consumers

Lost older consumers in the market

More men and women aged 40 years and above could buy the new brand

More segmentation in terms of material for use

 

6. Which of the six environmental activism segments, does the Levi's Eco jean appeal to most? Explain.

The Levi’s Eco is a new product launched in 2006 and the difference with the rest is that it is made of organic cotton and sells at 30-68 dollars. The six environmental activism segments attracted to this type of jeans would be women in blue-collar jobs, young children below 10 years, men aged above 55,

7. Given what you know about organic buyers, do you think Levi's Eco helps Levi's with younger consumers? Explain.

I do not think that Levi’s Eco helps the brand with younger customers because young people do not prefer organic cotton clothes. They also feel that they are too warm for their bodies and are for old people.

8. Do you think there is a core image of Levi's that can survive across the wide range of prices and outlets that it operates in? What is it?

I think that Levi’s Strauss Signature may survive in the market as it is lower-priced and designed in a way that taps the mass market. The Signature line also has styles for the entire family. The other advantage is selling at mass merchandisers, for example, in Wal-Mart where most people shop, therefore, easier access. Though Wal-Mart is selling its own private-label brand, Levi’s brand will sell because of its brand and the lower prices.

9. Should Levi's consider a special brand for the specialty chains that cat?

Yes, it is important to consider a special brand for a certain chain through consideration of competition and geographical location.

10. How can Levi's use each of the following to enhance its brand image?
11. Emotion

Produce a high-end line of jeans and other clothes that make the consumers feel look comfortable and smart

1. Humor

Make use of patterns that excite younger consumers

1. Maslow's needs

They should consider the needs of the consumers first and offer jeans at discounted prices

1. McGuire's needs

Consider all the needs of the consumers such as the production of trendy clothes

1. Brand personality

Make use of popular music in commercials as a marketing style

1. Self-concept

Produce jeans that fit the needs of their consumers such as women with curves

11. How should Levi's market to teen consumers in each of the following ethnic groups?
12. African American

Through television commercials and social media

1. Arab American

Through advertisement campaigns

1. Asian American

Outdoor events and advertisement campaigns

1. Asian-Indian American

Through advertisement campaigns

1. Native American

Through social media and web ads

1. White

Through social media

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