A marketing plan for Levi's Tailored Jeans

• Main Authors: Manipula, Ignacio Miguel N., Paunlagui, Lorenzo U., Tan, Brian Gino, Yu, Tedrick T.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18195
• Institution: De La Salle University

Levi Strauss Co® started in 1873. In 1972, Levi Strauss Philippines Inc® was created as the local subsidiary for the global firm. Levi's®, being the pioneer in jeans has become the brand of choice for men aged 35 to 45. The brands period of existence may have contributed to the image that the brand projects, which is in contrast to the younger target market that Levi's® is trying to capture. As what is evident around us, jeans has become a staple in everybodys wardrobe while Levi's® has created a wide range of product lines in their efforts to penetrate the market aged 18 to 24 years old. To achieve the company's objective, the group decided to create a sub-line of the Tailored Jeans® line to be known as Black Tab, the jeans specifically for the young market. The line caters to ages 18-24 from the socio-economic classes A, B and C. We aim to accomplish the following: (a) create awareness of the line among the target market and get their interest so that they would be familiar with the line and make it known to them that the Tailored Jeans® line is a product line that is created especially for them, (b) establish brand loyalty to further capture the target market an allow for a higher profitability of the brand in the market. We aim to achieve these objectives through the strategic implementation of selling strategies, advertising, public relation programs and sales promotions. A net income of Php3,033,543 is expected after the first year implementation of this marketing plan.