A marketing plan on Levi's Curve ID

• Main Authors: Dela Pena, Melissa, Esperanza, Gena Claire, Quiachon, Christy., Salvador, Mark Lester
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18175
• Institution: De La Salle University

Denim jeans are a staple in everyones closet. Just as it is essential, each one must have at least one pair that has exceptional attributes that would make it their instant favorite - the one that goes well with every outfit, never goes out of style, comfortable and fits and flatters their assets very well. Levi Strauss, having known through a 2-year study of over 60,000 body scans from women with different body shapes the need for jeans that does not focus on the size but rather on the shape, revolutionized the perfect fitting jeans with the Levi's® Curve ID just late last year. Believing in the potential of the innovation and having been successfully introduced in the market in the country with barely adequate advertising, this proposed marketing plan is aiming to increase awareness and boost its sales without compromising its brand equity through suggested below the line advertising and public relations strategies within its new target market, with evaluation tools to measure its effectiveness. The new primary target market of the Levi's® Curve ID are female college students, ages 16 to 21 years old in the NCR area, belonging to the socioeconomic classes of A, B, and C. The specific objectives are to (1) gain 70 percent awareness of the Levi's® Curve ID among women, (2) achieve 50 percent trial from the target market, and (3) attain 80 percent retention. After almost one year in the market, Levi's® Curve ID products have already been estimated to have garnered 30 percent of the total sales of the company, and will gross to about PhP 1.3B in net sales by the end of the fiscal year. The short term (one year) marketing plan will require an PhP 8,530,256.00 investment which will yield to a favourable PhP 1,517,489,929.63 in net sales and PhP 541,413,988.78 net income.