Professional Documents
Culture Documents
SUB-BRAND
PRESENTED BY:
DABHI MAHENDRA..07
MEHTA BHUMIT.....22
PATEL MAYANK. 29
PATEL RIKEN30
RAMANI RANKIT..36
In the initial years Levis positioned itself as the makers of blue jeans 501 that were
indispensable part of the miners uniform, tough & rugged and have trademark Two Horse
Logo. The target audience of the Levis was the baby bloomers. The points of parity & points
of difference at that point of time was that the pants were durable and were comfortable for
the gold miners. So in initial years Levis focus on these segments only.
In 1970s LS&Co. decided to diversify & launched Jeans, Cords, Slacks, Sportswear
for men, range for women and children. New Divisions were created for youth wear,
sportswear & accessories, Gals marketing unit expanded into womens wear division.
Levis Strauss International launched as subsidiary. Rapid expansion necessitated capital so
company was taken to public.
Sales boomed for the decade. 501 Jeans remained the top selling brand. Production was
expanded locally & abroad to meet the continuous demand. Slow growth among its primary
market 12-24 years old forced LS&Co to consider alternatives action to hedge against an
expected decline in the jeans market in1980. LS&Co adapted a strategy to expand beyond
core jeans lines to utilize Levis name on non jeans. Introduction of new product lines covering
a broad range of family clothing was needed. Product line included Denim & Corduroy Jeans.
Offered thousand of pants, slacks, vests, shirts, blazers & blouses. Acquisition of Koracarp
Industries, Resistol Hats, Rainfair Industrial Clothing & Frank Starter Running Gear. Numerous
licensing arrangements were done for products including shoes & socks and also with
designers.
Launch of Dockers:
The Result was that the consumers responded to the product design, which utilized the comfort and casual feel of cotton, and likeable
advertising by purchasing enough Dockers to make it a billion-dollar brand by 1993. The fastest-growing clothing brand in history.
Fortune magazine estimated in 1999 that 75 percent of American men owned a pair of Dockers.
Two brand names: Levis and Dockers
Levi's moniker was incorporated in the Dockers' winged logo to establish an understated association with the Levi's
name.
Sub-brands Levis Signature.
Positive Aspects:
Successful sub-branding strategy
Capitalize on the strengths of the Levis brand
Differentiates between Levis and Dockers
Negative Aspects:
Dockers image was not appealing to many consumers
Dockers brand idea does not support the new trends in the market.
Lesson learnt form Levis:
Intensify, dont multiply. Instead of accentuating its core brand values, Levis has confused jeans buyers with an apparently limitless
array of different styles. As brand expert Al Ries has put it: In the long term, expanding your brand will diminish your power and weaken
your image.
Focus on your strengths. If Levis stands for anything it stands for the original jean. In order to fully recover it will need to consolidate
and strengthen this identity.
Dont look down on your original brand. When Levis launched the Silvertab range it fell into the same trap as Coca-Cola when they
Brand image
Describe some of the changes in the Dockers marketing strategy from its debut.
Has LS & Co. maintained a consistent enough marketing message? Are they well
positioned strategically and tactically to maintain their strong leadership status
in coming years?
Dockers altered advertising to convey a more sophisticated image
Nice Pants offered more edginess, more sexiness, less stuffiness, younger target
One Leg at a Time was a departure, confused consumers
Levi's work closely with retailers in order to generate excitement and support for its new pant
Trade promotions such as sales support, sales kits for retail-based marketing, cooperative
advertising and sales promotion programs were provided.
Returned to Nice Pants, better consistency.
The Dockers in-store shop sought to create a friendly, accessible environment, prominently
displaying the sporty Dockers logo and linking consumer advertising with point-of sale
signage and posters.
Levi's also adopted point-of purchase advertising through shelf talkers to give consumers an
entirely different kind of shopping experience which the concept proved to be very successful.
Point-of sale displays were established in stores where shops were experiencing space or
financial constraints.
Dockers missed out on the wrinkle free trend when it first surfaced. Not
incorporating this technology into pants hurt the company. Years later, Dockers
embraced technology in its products, creating the Thermal Adapt Khaki and
Perspiration Guard shirt. Was adding this technology to their products the right
move, or did Dockers go too far in adding these features to their clothes?
Imagine you are John Goodman and have just been named as the head of
the Dockers Brand. What are your priorities? What do you do first?
THANK YOU.