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This integrated marketing communications plan is designed for new advertising campaign for Levis Strauss Company. Levis Strauss Company is manufacturer of jeans and many other clothing products.

Extracts from this document...

Introduction

Table of Contents Dedication ................................................................................ 01 Acknowledgement ..................................................................... 02 Executive Summary .................................................................... 03 Introduction .............................................................................. 04 History ....................................................................................... 05 Brands ...................................................................................... 06 Values ...................................................................................... 09 Vision Statement ....................................................................... 10 Mission Statement ..................................................................... 11 Aspiration Statement ................................................................. 12 Situation Analysis ....................................................................... 14 Competitive Analysis ................................................................. 14 Current Market Need ................................................................ 15 SWOT Analysis ........................................................................... 17 Objectives ................................................................................ 20 Scanning Environment ............................................................... 21 Market Segmentation ............................................................. 22 Target Market ......................................................................... 28 Marketing Mix ......................................................................... 30 Product Attributes .................................................................. 31 Brand Positioning ................................................................... 32 Brand Personality ................................................................... 32 Features Analysis Chart ........................................................... 33 Implementation ..................................................................... 35 Evaluation ............................................................................. 38 Budgeting ............................................................................. 41 Media Strategy ...................................................................... 48 DEDICATION * This humble effort is dedicate to the last Holy Prophet Hazrat MUHAMMAD (PEACE BE UPON HIM) Who is the only perfect ideal of life for human peace. * This struggle is also dedicated to our beloved PARENTS * By the virtue of whose prayers and show hands are always raised for pray, for our well being, even at this moment of time. ACKNOWLEDGEMENT First of all we would like to thank ALLAH ALMIGHTY, who blessed us the courage to accomplish this project. Apart from the efforts of us, the success of this project depends largely on the encouragement and guidelines of many others. We take this opportunity to express my gratitude to the people who have been instrumental in the successful completion of this project. Then, there is a great contribution of our family members, who supported us with all the aspects at every stage of this project. We would like to show my greatest appreciation to Mr. Ahmad Sohail Khan. We can't say thank you enough for his tremendous support and help. We feel motivated and encouraged every time we attend his class. Without his encouragement and guidance this project would not have materialized. A pleasure gratitude to The guidance and support received from all the team members who, was vital for the success of the project. ...read more.

Middle

* Gender: Gender segmentation of Levis Strauss Company is for male and females. They manufacture brands for both genders. * Income: * High income people are come in this segmentation. The prices of Levis Strauss Company is high so they only target those people who earn a good income and afford to purchase the brands. * Occupations: In the occupational segmentation they have segmented their market in different ways. Students, professionals, business men & women and executives. * Education: Well educated people. * Geographic Segmentation Geographic segmentation calls for dividing the market into different geographical units such as nation, states, regions, countries, cities, or neighborhoods. The company can operate in one or a few geographic areas, or operate in all but pay attention to local variations. Levis Strauss Company has segmentise ite market accordint to region that are given below: * Levi Strauss Americas Levis Strauss Americas in the company's largest region. The Americas region markets products under the Levi's(r), Dockers(r) and Levi Strauss Signature(r) brands and includes four businesses: Levi Strauss U.S., Levi Strauss Canada, Levi Strauss Mexico, and Levi Strauss Latin America. * Levi Strauss Europe, Middle East and North Africa Levi Strauss Europe, Middle East and North Africa (LSEMA) is responsible for designing, manufacturing and Countries in this Region: LSEMA markets and sells products in the following countries: Albania, Algeria, Andorra, Austria, Azerbaijan, Bahrain, Belarus, Belgium, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Denmark, Egypt, Estonia, Finland, France, Germany, Greece, Georgia, Hungary, Iceland, Ireland, Israel, Italy, Jordan, Latvia, Liechtenstein, Lithuania, Luxembourg, Kazakhstan, Kuwait, Kyrgyzstan, Malta, Mauritius, Moldova, Monaco, Montenegro, Morocco, Northern Cyprus, Norway, Oman, Poland, Portugal, Qatar, Romania, Russia, San Marino, Saudi Arabia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, The Czech Republic. * Levi Strauss Asia Pacific Division: Levi Strauss & Co.'s Asia Pacific Division is comprised of subsidiary businesses, licensees and distributors throughout Asia Pacific, the Middle East and Africa The division sources, manufactures and markets Levi's(r), Dockers(r), and Levi Strauss Signature(r) ...read more.

Conclusion

On the other hand they cover a big market share and message through these channels can reach to maximum audiance. So for these most important reasons we choose these channels and these programs. Reason to choose Ten Sports: No doubts currently Geo sports has launched by the Geo group but this channel due to live broad casting of all cricket series has same popularity among the market we are targeting. During the matches almost whole the target market is capture by the single match and ad will be rum after every 2 or three over which will again and again reinforce our message that is Jeans is Levis with our ad that will definitely force to think people about to make a purchase for the actual Jeans. Reasons to Choose Newspapers: The reason to choose newspapers is, we can attract more target audience because the market we are targeting is a regular reader of newspapers and on the other hand people of all income levels, education and profession read newspapers and it covers a big target market. The printer ad on from pages with eye catching color scheme and latest designs and trends of jeans are shown to target audience with our same reinforcement message that Jeans is Levis. The basic purpose for chosen newspaper is because it gives single thought for the one topic. When people see again and again our message with our latest styles and message definitely they will rush towards the outlets for having the actual jeans. Reason to Choose Billboards: Billboards are the very good medium to convey our message to the target audience. When we display our big billboards on the most famous location which covers the most important places definitely is will work. Reason to choose Radio: Currently we can deliver our message to the large target audience through this meodium. People while driving, walking, sleeping almost evrytime they listen radio. So the message can be deliver through the radio easily. ?? ?? ?? ?? Advertising Plan of Levis Strauss Company 1 ...read more.

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