3 Reasons why type 1 jeans wasn't successful: 3 Reason marketing strategies considered by Levis for marketing: 3 Reason marketing s

Running head: ANALYSIS OF PROJECT INITIATION, PLANNING AND EXECUTION
ANALYSIS OF PROJECT INITIATION, PLANNING AND EXECUTION
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ANALYSIS OF PROJECT INITIATION, PLANNING AND EXECUTION
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Table of Contents
Overview of project:..................................................................................................................3
Reasons why type 1 jeans was not successful:...........................................................................3
Strategies considered by Levis for marketing:.......................................................................3
Reason marketing strategies were not successful:.................................................................4
Initiation:................................................................................................................................4
Analysis of target market was not proper:.........................................................................4
Planning:................................................................................................................................4
Lack of integration of organizational culture into product design:....................................4
Not considering market competition:.................................................................................5
Advertising was expensive but not effective:....................................................................5
Lack of insight into cost planning:.....................................................................................6
Execution:..............................................................................................................................6
Design of jeans did not appeal to consumer of all age groups:..........................................6
Advertising made consumer confused:..............................................................................6
Control:..................................................................................................................................6
Strategies for ensuring marketing success:................................................................................7
Project plan for implementing marketing strategies:.............................................................7
Analysis of Initiation Stage:...................................................................................................7
Defining mission and vision of project:.............................................................................7
Extensive analysis of market demographics:.....................................................................7
Analysis of Planning Stage:...................................................................................................7

ANALYSIS OF PROJECT INITIATION, PLANNING AND EXECUTION
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Considering consumer requirements into product planning:.............................................7
Promotion and advertising for communicating product exclusivity:.................................8
Planning product cost according to marketing competition:..............................................8
Analysis of Execution Stage:.................................................................................................8
Integrating consumer preference into product design:.......................................................8
Executing advertising and promotion to engage consumers:.............................................9
Analysis of controlling stage:.................................................................................................9
Analysis of closure stage:.....................................................................................................10
Analysis of the criteria for success:.........................................................................................10
References:...............................................................................................................................11

ANALYSIS OF PROJECT INITIATION, PLANNING AND EXECUTION
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Overview of project:
Levis is an iconic brand with rich legacy of more than 170 years that introduced world high
quality denim jeans and soon become a style icon. After years of successful market share till
1990s, not only its popularity, but its market share also started declining. In order to regain its
market share, the chief executive, Philip A. Marineau introduced two new type of jeans in the
market, Levi Strauss Signature to be sold at $30 at discount stores, and Levi Red jeans to be
sold at luxury stores in $35 to $95. These new line of jeans was called type 1 jeans
(Nytimes.com 2020). Although this product was though to enhance market performance of
Levi’s, it was not that successful. In fact, this product was a market failure and often regarded
as most poorly planned product line in history of Levi’s jeans introduced in market as well.
Reasons why type 1 jeans was not successful:
In order to identify why this product line was not successful, it is important to analyse
strategies that Levi’s considered for designing and launching this type 1 jeans in the market.
It will help to analyse reasons for which this product was not successful. These two aspects
are explained in details in this context.
Strategies considered by Levis for marketing:
In order to market their new and premium type 1 jeans, Levi’s considered some strategies for
their jeans. These strategies are the followings (Nytimes.com 2020):
 Emphasis on brand loyalty
 Huge investment in advertisement
 Including features that are signature of Levi’s premium jeans
 Deciding price of jeans according to consumer demand