Levi's Marketing Strategies: Objectives and Department Influence

This report provides a comprehensive analysis of Levi's marketing strategies, focusing on the marketing department's influence and its role in achieving overall business objectives. It begins by defining key marketing concepts and outlining Levi's vision, mission, and values. The report then examines how the micro and macro environments impact Levi's marketing efforts, including the influence of suppliers, market intermediaries, and various external factors like economic conditions and cultural trends. Furthermore, it explores how the marketing department interrelates with other departments within the company, emphasizing the importance of brand management and internal communication. The report uses examples such as Green Toys and Lavie to illustrate marketing strategies. The goal is to understand how Levi's can effectively reach new customers and maintain its brand image through a well-defined and customer-focused marketing approach. The report concludes by highlighting the importance of adapting to changing consumer behaviors and maintaining a commitment to social responsibility.

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Table of contents
Contents
Introduction
1 Definition.......................................................................................................................................2
2 Marketing concept.........................................................................................................................2
3 Levi’s Marketing Department........................................................................................................3
4 Vision, Mission, and Value of Levi’s...............................................................................................3
5 How microenvironment and macro environment has to affect Levi’s...........................................5
6 How the Marketing department influences and interrelates with other departments in the
company................................................................................................................................................7
1. Green Toys.................................................................................................................................8
2. Lavie.........................................................................................................................................11
3. Marketing strategy to meet Levi’s overall business objectives................................................13
Conclusion
Reference List
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Introduction
Levi's is an American denim jean maker and retailer privately owned
and operated. Since its debut in 1873, this brand has been a
worldwide sensation. This international firm is an excellent asset for
expanding into new areas and establishing a foothold there. The
company's goods have become synonymous with quality. Levi's has
more than 55,000 retail locations in more than 100 countries.
Promoting Levi Straus & Co. is easier with a practical and thorough
marketing strategy. Ad campaigns for Levi's are a significant focus
for the company. As part of Levi's public relations efforts, they
spread awareness of the brand. Everything LEVIS does in the name
of marketing revolves around the customer. Reaching Indians who
have never heard of Levi's jeans is an essential marketing objective
for the firm. When Levi's salespeople meet with potential clients,
these are some of the company's selling strategies. Levi's products
may be promoted to a broad audience using the concept of mass
manufacture.
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Part 1
1 Definition
Today's marketing must be different, prioritizing consumer demands
over product promotion. To advertise a product, one must first
produce one. A company must promote a product before it is even
made. Market research is vital in determining what clients want and
how to meet their needs. Effective marketing may preserve
customer loyalty while maintaining product appearance and quality.
Marketers can keep customers loyal by tracking consumer behavior
and product sales. (Kotler, P, Wong, V, Saunders, J & Armstrong, G,
2005)
2 Marketing concept
Knowing your target audience's demands and requirements is
crucial. A happy client is a competitor. In sales and marketing,
customers often may be puzzled by separating the two ideas. This
might deter purchasers. Some customers may be turned away.
Efficacious marketing and promotion focus on current products. It
doesn't judge or discriminate. This benefits the firm. Marketing is
founded on client demands. Customer data is valuable to the
organization in building a focused audience. Marketers value
customer happiness over sales and profits. (Kotler, P, Wong, V,
Saunders, J & Armstrong, G 2005, Principles of Marketing FOURTH
EUROPEAN EDITION.)
3 Vision, Mission, and Value of Levi’s
When LS & Co. talk about Levi's future, they're talking about
building on the foundation they've inherited: maintaining the best of
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their Company's past, bridging gaps between values and practices,
and adapting some of their beliefs to match current realities."
The Values: Levi's values define who they are and set them apart
from the competition. They guide their future vision, company
strategy, decision-making, and behavior. These are the critical
values of Levi Strauss & CO. Begin by paying great attention to their
surroundings and learning about the individuals they serve,
including consumers, retail customers, and shareholders. Giving
back to the people they work with and the areas they live in is an
essential aspect of their identity. As creators and guardians of the
Levi Strauss heritage, they must see the world with new eyes and
harness the power of ideas to improve everything they do, from
subtle tweaks to major overhauls. (Levi Strauss & Co. 2022)
It is rooted in their values and ideals, so people trust their brands.
Doubting authority, conventions, and knowledge takes bravery;
speaking the truth and acting on it.
As a leader in the garment industry, the Company believes that
shared goals are fundamental to its success. The Organization's
mission is to create responsible economic success as a worldwide
marketing agency for branded casual apparel. We must achieve a
balance of greater profitability, market leadership, and superior
goods and services. We shall run our business correctly and lead in
fulfilling our social and community obligations. Our workplace shall
be a safe and productive place with equal opportunity for growth
and development. We desire a company where everyone can
participate, learn, grow, and succeed based on merit rather than
politics or background. We want our employees to feel respected,
heard, and engaged. Nous aspire to be proud of our achievements
and friendships while balancing our personal and professional lives.
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Keeping the finest of our Company's heritage, bridging gaps
between principles and practices, and upgrading some of our beliefs
are all part of our future objectives.
Publicize a company's actions and aims with the help of the
marketing department. Consider it your company's public face,
controlling all marketing materials. Levi's Marketing Department can
help you reach out to new clients, consumers, investors, and the
general public while also considering what makes you unique as a
person and what your specific beliefs are. Marketing decides which
items and services to promote at the beginning of the sales cycle. A
wide range of promotional goods is manufactured. Your marketing
staff should create materials emphasizing your most essential
products and services. You must maintain your social media
presence with the proper tools to keep up to speed on the latest
products and services. Accounts and online reputations must be
both monitored and handled. Communication inside the firm has
improved.
Levi's has guaranteed that the employees understand what your
company stands for to operate a successful business. Marketing
often uses a bulletin board or an intranet to monitor employee
communications: supervising subcontractors and government
agencies. Regular tasks of a marketing manager include choosing
and managing marketing firms and contractors. Printing companies,
public relations firms, and web servers are examples of enterprises
in the advertising and marketing industry. (Vrontis, D. and Vronti,
P. ,2004)
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4 How microenvironment and macro environment has to
affect Levi’s
The marketing environment is divided into two parts: micro and
macro. In the microenvironment, the firm's capacity to interact and
serve consumers is influenced by adjacent entities such as suppliers,
marketing intermediates, and customers. The macroenvironment
includes social influences such as demographic, economic,
ecological, technical, political, and cultural factors.
Influential suppliers may alter the microenvironment. This occurs
when a supplier's product is an intrinsic part of the buyer's ultimate
product and business. The marketing success is influenced when its
product is sold through third-party resellers or market intermediaries
like shops, wholesalers, etc. Your clientele and what motivates them
to buy your goods or services may impact how you supply them. The
competition's products and services must be evaluated, as must
their sales tactics. The broad public includes: Your company owes
the public satisfaction. Your company's operations must be assessed
from the public's perspective. The public can help you achieve your
goals, but it can also hinder you. (Vrontis, D. and Vronti, P. ,2004)
Age, ethnicity, education, home lifestyle, and cultural elements and
movements affect the macro environment. Consider the following
economic factors: The state of the economy affects both company
output and customer decisions. Natural/Physical Forces: Forests,
agricultural goods, and marine items must be replenished. Oil, coal,
and minerals are nonrenewable resources that can impact
productivity. Manufacturing skills and expertise may significantly
impact a firm's efficiency and should be considered while developing
a business strategy. Political and legal factors should always
consider the company's or market's best interests. You can Consider
social and cultural elements while assessing your company's social
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impact. To show your company's dedication to social responsibility,
eliminate any harmful components of the production process or
products/services. Marketing management aims to provide
consumers with value and enjoyment to become loyal customers.
Even Levi's, one of the world's most successful companies, may be
harmed by a downturn in the economy. Several companies,
including Levi Strauss & Co., have suffered due to the current
financial crisis. Many people choose to save their money rather than
spend it when it comes to Levi jeans. According to Ernst-law, client
purchase behaviors have been influenced by a shift in consumer
purchasing patterns. The percentage of money spent on food and
Levi's as income grows. "The consumer decision-making process
does not occur in a vacuum," Lamb et al. write (2012). On the
contrary, underlying cultural, social, individual, and psychological
factors considerably influence decision-making. Through post-
purchase behavior, these qualities impact a consumer's impression
of stimuli." Customers who want long-lasting excellence have
pledged themselves to the Levis Strauss Company. These jeans
have the potential to suit all of our consumers' cultural, social,
individual, and psychological needs. This new prototype will appeal
to both new and current client purchasing patterns. "What people
eat, dress, think and feel, and their language is all components of
culture," Lamb et al. write (2012). America is a giant melting pot of
several nations, contributing to a diverse culture. One thing that
appears to be ubiquitous among Americans is that we all like to
wear jeans and have at least four pairs, if not more, hanging in our
closets or tucked away in our dresser drawers. As a result, the
prototype will be a visually appealing complement to the Levis
Strauss brand. "Social class is frequently judged as a combination of
work, income, education, wealth, and other traits," Lamb et al. write
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(2012). The great thing about these jeans is that they can be worn
by women, upper-class, working-class, middle-class, or blue-collar.
This low-cost prototype will be available to every woman due to the
excellent quality and lifespan of the cloth used in each pair of jeans.
(Vrontis, D. and Vronti, P. ,2004)
Only one or two pairs of jeans were purchased per year compared to
four or five teams purchased by those aged 15 to 24. The baby
boomer generation strived for style, adaptability, and balance
between work and play. It was the same pant their parents desired
when they started working that the baby boomers sought in dockers
today. Khaki was the new blue denim, and the legacy lived on,
proving that Dockers met consumer demand and spawned an
independent brand that eventually led to Levi's expansion. As a
result of its well-known brand, Levi's decided to target young
people. The Levis micro and macro environment have several
aspects that should be considered in the quest to expand the Levis
brand.
5 . How the Marketing department influences and
interrelates with other departments in the company.
Levi Strauss & Co. has long been recognized for its ingenuity, daring
ideas, excitement, and passion. It has, however, not always been
effective in maintaining the extensive processes necessary to
ensure product success, necessitating the need for skilled brand
management. Brand management needs technical ability and vital
concepts to develop a successful brand management plan. Levi's
brand managers' primary focus has switched to consumer-focused
brand management. Brand managers recognize that it is their
responsibility to communicate the brand's image to customers and
retailers, ensure significant sales volumes, and achieve retailers'
financial objectives. With Levi's continuing growth, a myriad of
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possibilities has emerged. The corporation's licensing tactics have
been broadened to bring new things to market that complement its
major brand product lines. Consequently, through licensing
agreements, Levi's should be able to create more profit. In addition,
Levi's intends to open more value-conscious retail locations in Asia.
Even though Levi's has had numerous chances and remarkable
development throughout its history, the corporation must remain
vigilant to potential dangers.
The support activities make the primary value chain operations
more accessible and coordinated. The infrastructure of a business
refers to a wide variety of tasks, including quality control, legal
concerns, accounting, financing, and strategic planning.
Management of Levi Strauss' infrastructure can help to maximize
the company's value chain. The infrastructure operations of Levi
Strauss can be controlled to improve its competitive standing in the
market.
Levi Strauss may analyze human resource management by
examining HR components such as recruiting and choosing
employees, training and rewarding employees, and performing other
personnel management tasks. Competitive pressure may be
reduced by Levi Strauss' successful HR management, which relies
on employees' motivation, dedication, and talents. Analyzing the
relative return on recruiting and training expenditures may also help
the business reach its cost reduction goals. This value chain support
activity will become more critical in Levi Strauss's reliance on
employee talent. When making the most vital human resources
decisions, marketing researchers often overlook people’s selection.
The marketing staff must understand the company's values,
conventions, and philosophies and the departmental subdivision to
function as a cohesive unit. Understanding a company's culture from
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an organizational symbolism perspective is essential, especially for
established organizations. According to Schein (1984, p. 10):
"Because culture serves to stabilize an organization's external and
internal environment. Fresh members bringing in new perspectives,
languages, ways of thinking, and norms of interaction would
undermine the group's purpose. To perform its purpose, culture
must be recognized as accurate and true, and if it is perceived that
way, it must be transmitted to newcomers." "
In today's technologically evolved world, nearly all value chain
operations are dependent on technology assistance. Levi Strauss
must recognize the importance of technology development because
of the technological integration in manufacturing, distribution,
marketing, and human resources. Technology development efforts
may be separated into product development and process
development. Examples include automated software, technology-
enabled customer service, product design research, and data
analytics. Levi Strauss' research and development department fall
within this group. Conflicts between sales and marketing
departments, a collaboration between R&D and marketing
departments on new product development, and sales
representatives being assigned to customers based on similarity in
ethnic, regional, or professional backgrounds are just a few exciting
topics that marketing researchers could investigate using this
"native views" concept of cultural heritage.
Part 2
1. Green Toys
This marketing strategy is centered on the Dump Truck. No
adjustment is necessary because the product's manufacturing
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adheres to the company's ideals. The Dump Truck comprises
recycled milk bottles and has no harmful chemicals or colors. The
packaging also communicates the company's philosophy. The boxes
are printed using soy inks, and the stuffers are constructed entirely
of recycled water bottles. It's critical to examine the "shelf display"
of things available online because that's where most transactions
occur. Green Toys' website is lively and full of moving images that
reveal product details. Green Toys has an edge over competitors
due to its high quality and recycled materials.
Green Toys should be priced according to market penetration. To
swiftly obtain market share as a new entry, firms must price
competitively. Toys are a particular source of anxiety for shoppers. If
one of their favorite toys is out of their price range, they may quickly
find a less expensive alternative. Green Toys is also environmentally
friendly. Customers will pay a premium for future Green Toys items
if they are satisfied with the quality of their initial purchase for the
sake of the environment.
Green Toys' products may be advertised effectively through
advertising, public relations, and trade exhibitions. A customer
loyalty program, email marketing, and social media competitions
should be used to attract new and keep existing customers. Green
Toys may also assist blogs, particularly those written by moms and
environmentalists, as well as SEO. Green toys should use public
relations as a marketing technique. Green Toys should set aside a
day for recycling or cleaning. And what about Green Toys' final bit of
advice? Participate in the Baby Expo, the Parents Expo, and the
Environmental Conference. (Agustin. M, Hook. A and Lipka, C.,
2018. )
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