Marketing born when Jacob Davis, a tailorMarketing born when Jacob Davis, a tailor



Marketing plan for Levi’s


Executive Summary

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The report contains an introduction which will give us a clear understanding of the brand and the products of the company. A SWOT analysis that helps us with the company’s current situation in the market regarding Strengths, Weaknesses, Opportunities and Threats. This report will also include a brief about the competitors, Organisational objectives, Identification of digital marketing landscape in New Zealand and critical evaluation of future trends, target audience to support the objectives, Always–on marketing model, Channels that helps us achieve the objectives and goals and how to track them. The major part of the report is to discuss about the budget that goes into the whole plan that aligns the brand/service/organization and product market/category with the SWOT analysis and the core topics that help us maximize the marketing returns.




Marketing strategies of a brand or organization are those that helps the company in achieving growth in the sales and a sustainable market for the brand to eventually grow. The study aims at finding out the goals that aim at the increasing not just sales volume but also market share and profit in the market. It also includes examining the market, product, distribution of stock and competition. SWOT analysis to help understand the brand’s current situation in the market. The market strategies involving the 7p’s namely product, price, place, promotion, people, process, physical evidence. The company we are going to discuss in this report is Levi Strauss & Co.



Company Profile

Founded in 1873 when Levi Strauss co-invented the first blue jean, Levi’s® is the global leader in denim. One of the most widely recognised and often imitated brands in the history of apparel, Levi’s® was born when Jacob Davis, a tailor from Reno, Nevada, and Strauss teamed together to create and patent workwear pivoted for strength.

Continuously innovating since the birth of the first pair of jeans (or overalls, as they were called at the time), the brand launched a line of khaki pants and coats in 1905 and its first garment for women in 1918 – a one-piece tunic that gave women the fashion freedom to adapt to their changing roles in society.

Almost a century and a half later, the brand remains a cultural icon, capturing the imagination and loyalty of people for generations. Today the brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry.


Company’s VALUES

·        EMPATHY

          Walking in other people’s shoes

           Empathy begins with paying close attention to the world around us. We listen and respond to the needs of our customers, employees and other stakeholders.


Being authentic and innovative

The pioneering spirit that started in 1873 with the very first pair of blue jeans still permeates all aspects of our business. Through innovative products and practices, we break the mould.

·        INTEGRITY

Doing the right thing

Integrity means doing right by our employees, brands, company and society as whole. Ethical conduct and social responsibility characterize our way of doing business.

·        COURAGE

Standing up for what we believe It takes courage to be great.


Courage is the willingness to tell the truth and to challenge hierarchy, accepted practice and conventional wisdom. It means standing by our convictions and acting on our beliefs.


SWOT Analysis

Levi Strauss is a big player in the textile market industry. There are hundreds of competitors in the market with the same baseline. Keeping up in a big industry like this is very hard. To continue in an industry like this, the brand must come up with new marketing strategies all the time to attract new customers and bring in customers from competitors’ market. This SWOT analysis will give us a brief about the strengths, weaknesses, opportunities and threats. Levi’s is a brand that has been there for years producing the same quality and maybe even improving the quality each year. The brand’s USP is to sell the old ones with the newest trend. It is in the market among the customers presenting the most trending designs. The company has gained loyal customers with it’s own imaging among men and women across the globe.