Project Management Plan: Levi Jeans Type 1 Success Strategies, MBA642

This report provides a comprehensive analysis of the Levi's Type 1 jeans project, examining the reasons behind its market failure. It delves into the five stages of the IPECC project management model (Initiation, Planning, Execution, Control, and Closure) to identify key issues and shortcomings in the original project. The report highlights the importance of proper market analysis, consumer preference integration, and effective marketing strategies. It then constructs a detailed project management plan, outlining strategies for successful project initiation, planning, execution, and control, including defining project vision, conducting thorough market research, integrating consumer requirements into product design, and implementing effective promotion and advertising campaigns. The plan emphasizes the need for cost planning and market competition analysis to ensure the project's success, referencing relevant literature and case studies to support its recommendations.

Running head: ANALYSIS OF PROJECT INITIATION, PLANNING AND EXECUTION
ANALYSIS OF PROJECT INITIATION, PLANNING AND EXECUTION
Name of student
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ANALYSIS OF PROJECT INITIATION, PLANNING AND EXECUTION
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

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ANALYSIS OF PROJECT INITIATION, PLANNING AND EXECUTION
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

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ANALYSIS OF PROJECT INITIATION, PLANNING AND EXECUTION
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

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However, none of these strategies were effective as the jeans was not successful in the market
and consumer did not preferred this new jeans from Levi’s and they opted for jeans from
other competitors in the market which were cheaper as well.
Reason marketing strategies were not successful:
In order to analyse why marketing strategies were not successful, five stages of IPECC are
considered and applied in this context.
IPECC, which is the most popular project management model refers to the collection of five
process groups provided in PMBOK. These five process groups are initiation, planning,
execution, control and closure as well.
Initiation:
Analysis of target market was not proper:
When a new product is launched in the market, it requires an extensive analysis of target
market and type of audience, it would serve. These are the most important activities that is
considered in initiation. If these activities are not done with perfection, then it is not possible
to ensure success of the overall project that is to launch product in the market. This was the
case for Levi’s that its type 1 jeans was not successful in the market, they were not successful
in analysing their target market. Not only that they were not even successful in identifying
requirements of their consumers. This led to a product that was never liked by the consumers
as expected by the brand for increasing its sales of jeans as well.
Planning:
Lack of integration of organizational culture into product design:
While planning for product launch was made, they relied significantly on consumer loyalty
that they have enjoyed for so long. However, it is not enough to rely on brand loyalty when
there is decrease of sales, even though they have made a recognition for them in the market

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(JOURNAL 2020). Instead Levi’s should have made efforts in designing their products that
would appeal to the customers of all age groups. But this aspect was not considered in
product design and there it failed to meet consumer requirements, especially consumers of
young age.
Right from its introduction in the market, Levi’s jeans were known for its attention to
contemporary culture and offering something to the consumer that offers them significant in
terms of style statement and this is what made them so successful in the market, making
Levi’s jeans not only a style icon, but also a cultural icon as well. However, this
organizational culture, exclusive to Levi was not followed into this new product line of type 1
jeans. This jeans was expensive, but not enough to make them stand out in contemporary
market dominated by consumers who prefer fashion and style over brand loyalty. Therefore,
it made planning for this project less successful as well.
Not considering market competition:
When type 1 jeans was launched in the market, there were already significant competitions in
the market and brands like Calvin Klein was establishing itself as style brand that would
appeal to young consumers. But lack of attention to market competition and integrate that
into product design was responsible for less popularity of this jeans.
Advertising was expensive but not effective:
In order to promote new jeans from this brand, it planned to consider all of the advertising
media including print, television and other available marketing strategies. Therefore, a
significant amount was planned for investment in marketing and promotion (JOURNAL
2020). However, this marketing plan was not effective as it did not ensure whether
promotional strategies would be in accordance with the product offerings for ensuring

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ANALYSIS OF PROJECT INITIATION, PLANNING AND EXECUTION
consumer interest in purchasing type 1 jeans when there are so many brands available in the
market as well.
Lack of insight into cost planning:
While deciding price for the jeans, they decided not to set any fixed price and allowed stores
to charge according to consumer demand. This led to significant price variation in the market.
Consumers were required to pay different price in stores and this made them confused while
buying this jeans. This was another important reason for this jeans not being successful in the
market as well.
Execution:
Design of jeans did not appeal to consumer of all age groups:
When Levi’s started designing their jeans, they integrated features into their jeans that were
exclusive to Levi’s jeans. However, the issue was that these features were popular in older
jeans of Levi’s and not at the time during product launch (Harvard Business Review 2020). In
a time when young consumers were looking for modern design, Levi’s jeans were not that
attractive to them. This was another major issue for Levi’s type 1 jeans not so successful in
the market.
Advertising made consumer confused:
Although the company made a huge investment for promotional activities including the
famous Super Bowl Campaign which cost $2 million for Levi's. However, this advertisement
was not only less effective but it made viewers confused about this new type of jeans and
they were less interested in purchasing these jeans as well.

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Control:
Lack of control on market price after product launch resulted in significant price variation for
type 1 jeans and this was one of the significant reasons why this particular jeans for Levi’s
was not successful in the market as well.
Strategies for ensuring marketing success:
In order to ensure that the marketing strategy for type 1 jeans is successful, it is required to
ensure that each of the project phases that is analysed in this context is implemented properly
and issues of each project stage are resolved through proper project initiation, planning,
execution, controlling and closure as well.
Project plan for implementing marketing strategies:
Analysis of Initiation Stage:
Defining mission and vision of project:
First of all vision and mission of this project will be defined. This was not done properly in
case of launching Levis new line of jeans type 1 in market. This not only reflected in product
advertising but in product launch as well.
Extensive analysis of market demographics:
Analysis of target market was also not properly done in Levi’s project. First of all, extensive
research will be conducted for identifying market demographics. It will include survey and
campaigns for identifying what consumer wants in their jeans and these preferences would be
then classified according to age groups (Staff 2020). This will make analysis of target
audience effective and efficient as well.

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Analysis of Planning Stage:
Considering consumer requirements into product planning:
Requirements of consumers identified through market research and analysis of market
demographics would be considered to plan for features that would be incorporated into
designing these jeans. It would be ensured that project team including designers has clear
idea regarding consumer expectations from these jeans and this would help to design product
that appeals to majority of the consumers (Shekhar et al. 2019). Only considering brand
loyalty would not be enough as it led to market failure for type 1 jeans, already analysed in
this context.
Promotion and advertising for communicating product exclusivity:
In order to ensure that promotion for new jeans is effective, it is required to ensure that
promotional activities are focused on features of product and exclusivity which would help
consumers differentiate it from other jeans available in the market (Finch 2020). Therefore,
advertisements would be made simple but effective in communicating speciality of these
jeans so that it makes consumers interested in purchasing these jeans from this brand as well
(Business Insider 2020).
Planning product cost according to marketing competition:
Although Levi’s opted for differentiate price for different luxury stores and allowed stores to
charge differently according to consumer demand, it did not work. They expected consumer
would pay for brand, not for product and this was the most significant issue that made
planning for cost less effective and also contributed to this jeans being less successful in the
market (The Irish Times, 2020). Therefore, in order to decide best price for this jeans, price
of jeans from other brands will also be considered and it will be also identified that what is
preferred price range of average consumers in target market to ensure that there are enough
buyer in the market for this type 1 jeans as well.

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Analysis of Execution Stage:
Integrating consumer preference into product design:
Features that were planned for this type 1 jeans will be integrated into design. This will
ensure that jeans are in accordance with consumer requirements (Strand and Mulvihill 2016).
If some features even if they are iconic in older jeans but not consistent with market research
will not be considered. It will make this jeans popular in the market and will appeal to
majority of the consumers as well.
In this context, skills and personalities of PM team would play an important role. Project
team should not only ensure that they are capable of identifying mission and vision of this
project, but they need to coordinate organizational culture with project including design of
jeans according to project planning, integrating consumer requirements into product design,
creating promotional strategies, launching product to market, and most importantly ensuing
success for overall project as well.
Executing advertising and promotion to engage consumers:
Advertisement will be done according to planning that is to make advertisement simple but
effective to make consumers aware regarding exclusivity of this type 1 jeans and how it is
consistent with what consumer want from their jeans from brand as iconic as Levi’s. The
main aspect is to convince consumers that it is consumer priority that has been considered
into product design, not profit through selling of these jeans. It will ensure that advertisement
and promotion are capable of engaging consumers with this jeans before it is launched in the
market which is important for success of this product as well (Su and Tong 2016).
Analysis of controlling stage:
After a product is launched in the market it is important to control price in the market to
ensure that there is less price variation when consumer purchased the product from different

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ANALYSIS OF PROJECT INITIATION, PLANNING AND EXECUTION
store. Control on market price is especially important as consumer were not interested to pay
different price for same product in different stores (Downey 2016). Therefore, control on
market price after product launch is so important for ensuing that launch of product in market
is effective and efficient as well.
Analysis of closure stage:
Issues and lessons learned in this project would be identified, this information would be then
documented so that it provides reference for other projects of this organization. It will help to
ensure that execution of project is effective and efficient as well.
Analysis of the criteria for success:
Although Opera is a cultural icon of Australia this was not a successful project. However,
two of its success criteria applicable for this project are iconic design and cultural value.
This type 1 jeans was not successful not because it was overpriced especially in some luxury
store, but its design was not effective. Therefore, to make this jeans a marketing success,
design of jeans is an important aspect in this context. When consumer buy clothing from an
iconic brand like Levi’s, it needs to provide them value in terms fashion and culture to make
it successful in market as well.
In order to manage this project the software that is chosen is Microsoft Project. The reasons
for which this project is chosen are the followings (Products.office.com 2020):
 Easy to learn and apply in project
 Easy to define project schedule, assign resources and costs for the project
 Important tools like Gantt chart to track project progress and ensure project is
executed according to project timeline, cost and project resources as well

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References:
Business Insider. (2020). Levi Strauss sinks after missing profit estimates, blames the cost of
its recent IPO. [online] Available at: https://www.businessinsider.in/stock-market/levi-
strauss-sinks-after-missing-profit-estimates-blames-the-cost-of-its-recent-ipo/articleshow/
70150926.cms [Accessed 10 Feb. 2020].
Downey, L., 2016. Levi Strauss: The Man who Gave Blue Jeans to the World. University of
Massachusetts Press.
Finch, J. (2020). Tesco loses fight to sell cheap Levis. [online] the Guardian. Available at:
https://www.theguardian.com/business/2002/aug/01/clothes.marketingandpr [Accessed 10
Feb. 2020].
Harvard Business Review. (2020). How Levi’s Became Cool Again. [online] Available at:
https://hbr.org/2018/07/the-ceo-of-levi-strauss-on-leading-an-iconic-brand-back-to-growth
[Accessed 10 Feb. 2020].
JOURNAL, S. (2020). Levi Strauss Plans to ContinueIts Sales Strategy on Jean Styles.
[online] WSJ. Available at: https://www.wsj.com/articles/SB107827316089044822
[Accessed 10 Feb. 2020].
Matt, H., 2016. Brand Failures-The Truth About the 100 Biggest Branding Mistakes of All
Time.
Nytimes.com. (2020). Setting Its Sights High, Levi's Aims Low With New Jeans. [online]
Available at: https://www.nytimes.com/2002/10/31/business/setting-its-sights-high-levi-s-
aims-low-with-new-jeans.html [Accessed 10 Feb. 2020].

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Products.office.com. (2020). Project Management Software | Microsoft Project. [online]
Available at: https://products.office.com/en-in/project/project-management-software
[Accessed 10 Feb. 2020].
Shekhar, V., Acharya, A., Roy, S.K. and Nguyen, B., 2019. Consumer-Brand Relationship:
Building Consumer Value, Consumer Loyalty and Business Performance. In Contemporary
Issues in Branding (pp. 247-266). Routledge.
Staff, U. (2020). What Blue Jeans Say About Culture - Levi Strauss & Co. [online] Levi
Strauss & Co. Available at: https://www.levistrauss.com/2016/03/30/what-blue-jeans-say-
about-culture/ [Accessed 10 Feb. 2020].
Strand, R. and Mulvihill, M., 2016. Levi Strauss & Co.: Driving adoption of green chemistry.
The Berkeley-Haas Case Series. University of California, Berkeley. Haas School of Business.
Su, J. and Tong, X., 2016. Brand personality, consumer satisfaction, and loyalty: A
perspective from denim jeans brands. Family and Consumer Sciences Research
Journal, 44(4), pp.427-446.
The Irish Times. (2020). Competition in denim market makes Levi's a fashion victim. [online]
Available at: https://www.irishtimes.com/business/competition-in-denim-market-makes-levi-
s-a-fashion-victim-1.926203 [Accessed 10 Feb. 2020].