Perceived Risk:
Among the six major risks – performance, financial, physical, social, ego, and time (FILL, 1999, pp. 98-99) – the target market would primarily attempt to lessen the social risk involved in the purchase, or the risk that their friends and reference groups may not find the pair of pants that they buy appealing. Because they are insecure and approval-seeking, they would definitely take into consideration the style of clothing that all their friends sport, their friends’ preferences, and whether or not the purchase would give them a more positive perception in the eyes of their peers. And by addressing the social risk, they would also be addressing the risk to their ego, since what would make them feel good about the purchase is directly related to how their friends perceive them.
Financial risk would also be of significance to them. Considering the fact that they are quite young and their income is below average, they would be more careful with the money that they spend. This would especially be the case if they were to seriously consider purchasing a pair of Levi’s 501 Anti-fit jeans, since a pair is fairly expensive.
Personal Influences:
Members of the target market, being in the youth and single stage of the family life cycle, have likely only begun to support themselves, and therefore do not have substantial savings or high paying jobs. They work low to mid-range paying jobs, and live pretty active lifestyles, frequenting pubs, clubs, and gigs. They are also very involved in dating, and are considered to be fashion opinion leaders by the rest of society (KOTLER, 2000, pp. 167-170).
Considering their active lifestyle, they are definitely a group that is likely to purchase a few pairs of jeans while in this stage of their lives. But as mentioned earlier on, their financial and economic situations imply some financial risk. Consequently, they would undergo more extensive problem solving, spending more time evaluating alternatives. This poses a threat to Levi’s, due to the fact that Anti-fit jeans are positioned quite high in price range. The ad may cause the consumer to recognize the need for the product, but due to the price of Anti-fit jeans, they may search for cheaper brands with similar styles.
Cultural Influences:
There is a very diverse culture in Europe, especially as regards aesthetics and preferences, but some attempts have been made at recognizing homogeneity in the continent’s current values and principles. Robert Inglehart (1990, p. 162) states that, for the younger members of developed nations, a set of “post-bourgeois” values has emerged. These values lean more towards the need for belonging, aesthetic, and intellectual needs, tending to de-emphasize material success, personal achievement, and conventional morality, moving towards a post-materialist worldview. This move can be clearly seen as occurring in Europe if one takes a glance at the results of survey information gathered by the European Community within the last few decades (Appendices B and C).
The prevalence of post-materialism among the target market is actually advantageous to Levi’s in the sense that the market values aesthetics and other people’s opinions more than achievement and financial gain. They would therefore be willing to spend more on fashionable clothing. But, the question is whether or not the members of the market perceive the aesthetic and belonging benefits that the Anti-fit jeans provide to be worth the financial amount being asked for, especially considering the increased financial risk that the market faces.
Social Influences:
Family, reference groups, and the consumers’ roles within those groups will more than likely play a significant role in influencing the purchase decision. Parents would have some say in what brands to purchase since they still give the market some financial support. Loyalty to certain brands may also have been instilled from a very early age.
Reference groups in particular would have the greatest influence on members of the target market, since they place so much value on what their peers think. Groups such as university organizations, racial minority groups, and religious groups would all be significant influencers. Kotler (2000, P. 165) classifies these groups into two categories: aspirational groups and dissociative. Aspirational groups for the target market would be the likes of V.I.P. groups at clubs, groups that are associated with specific music genres. Dissociative groups would be groups considered to fall within the bounds of organized religion and traditional morality. Other major influencers would be opinion leaders such as celebrities and musicians that the market looks up to.
Psychological Influences:
Members of the target market, being in the prime of their youth, would no doubt be motivated by sex on a number of levels, as suggested by Freud (FILL, 1999, p. 72). The fact that the ad involves an attractive couple and has the caption “A Story of Love” would certainly appeal to the sex drives of those from the target market. The ad sends the message “If you wear these jeans, you will be as attractive as these models, and will find yourself in the same situation that they are in.” (one that obviously leads to sex). On the same note, the ad addresses social and esteem needs – motivators according to Abraham Maslow (MASLOW, 1954, pp. 80-106) – by promising the consumer companionship and recognition from the opposite sex through the product.
Perception would also be strong influences on the target market. The consumers targeted, mostly living in developed countries and being bombarded by so much media, would be especially selective in attending to and retaining ads that they come across (over 1,500 each day! (KOTLER, 2000, p. 173). The size of the ad, its colors, and the way in which it is creatively placed in the magazine will undoubtedly increase the chances of gaining the market’s attention, as well as the chances that the ad be retained after it is processed.
Evaluation of the Advertisement
Objectives
The Levi’s Anti-fit Campaign began in September of 2004, so it is safe to assume that the product has passed its introduction phase and has entered the growth phase of the product life cycle. Since it falls under the growth stage of the product life cycle, otherwise known as the development phase, the main objective would be to differentiate the product (FILL, 1999, p.215). This is likely the reason that the tool being used to promote the product is advertising, since this is, according to Chris Fill (1999, p. 216), the most effective tool in achieving differentiation in the eyes of consumers. This would typically involve giving the target market some knowledge of what the product is, what it stands for, its personality, and, most importantly, how it is better than other products in the market, in the hopes that the message communicated causes the audience to like the product and prefer it to other brands (YESHIN, 1998, pp.134-135). In advertising, this can be done through a number of techniques, all of which have to do with the formulation of the message being conveyed. By considering the strategies involved in designing the message, a sound evaluation of the message of the ad can be made.
Balance of the Message
One characteristic to consider is the balance between fulfilling the consumer’s need for information and his/her need for pleasure or enjoyment in consuming the message (FILL, 1999, p. 282). At one end of the spectrum would be a product-oriented message, which is more rational in nature, and at the other, a customer-oriented message, which is based upon feelings and emotions. In my opinion, the ad takes the right approach in using a more customer-oriented message, for the reason that the decision to purchase a pair of jeans does not involve an extensive amount of problem solving. An enumeration of all of its features, benefits, and characteristics would seem superfluous to the target market. The ad uses emotional appeals, which are more effective in bringing about a desire to purchase the product than a long list of its attributes would be.
Structure of the Message
In terms of structure, the ad does not draw any conclusions for the audience. The product is not complex, members of the target market are not highly educated, and immediate action is not required of the market – these circumstances, according to Chris Fill (1999, p.285), make allowing the audience members to draw their own conclusions an effective strategy. The choice of using a one-sided message is also appropriate since there is no negative association that the product needs to overcome (KOTLER, 1999, p.557).
Format of the Message
The format of the ad, or the choice of strategies used to make the fullest use of the medium chosen, is extremely successful in gaining attention. The strategy of placing mini-versions of the ad with just the characters’ faces on the preceding pages as sort of a preview to the main ad, the artistic illustration which used only four colors, and the clarity with which the text is written were all excellent ways of catching the target market’s eye. The ad stood out the most among all the advertisements in the entire magazine. It also succeeds in stimulating interest even before the product is presented through giving the audience a hint of suspense, and then it ads to that suspense by presenting a preview of a coming series of related advertisements. Plus, the audience is given access to the “Story of Love” through the Internet address displayed at the bottom of the print ad. The only downside to the format is that the colors of the ad do not allow the audience to see the product as it is, which is quite an important factor, especially when it comes to clothing (KOTLER, 2000, p.587).
Presentation of the Message
Finally, the appeals used, or the presentation of the message is where the ad falls short. The ad uses a mix of love, sex, and surrealism, which are all very potent emotional appeals – too potent for the type of product being advertised. The print ad is of such intensity that one gets very drawn into the personas of the characters and the unfolding story. The affective and behavioral reactions of the audience are, therefore, directed more towards these elements than to the Anti-fit jeans. This is even truer of the television ad. Even with the script mentioning the jeans (see Appendix C), much more emphasis is placed on the characters, causing the product to fall into the background.
Summary
In summary, the ad is very successful in achieving cognitive and affective reactions from its target market. The problem is that these reactions are not directed towards the product as much as they are to the advertisement. If the audience is somehow able to focus on the product while glancing at the ad, then differentiation will definitely take place. But, the chance of this happening is quite slim because the ad and its characters are emphasized so much more than the product or the brand is.
Marketing Communications Mix
Push Strategy
Most of Levi’s product distribution is done through company owned retail outlets, but products are also distributed through multi-brand department stores and supermarkets. Push efforts should be focused on building relationships with these distributors, enticing them to stock up and sell Levi’s products by giving discounts and by means of trade promotions. These efforts give the retailers incentive to keep the products available to the consumers. But care must be taken to ensure that these distributors do not take actions that may potentially undermine the positioning strategies of the company for certain products. There should be constant communication in order that channel strategies remain consistent with Levi’s main marketing objectives.
Pull Strategy
Since the primary objective in this case is to differentiate the product in the eyes of the target market, most of the communications budget should be used for advertising, though sponsorship activities, data bases, and direct marketing should be used as well (FILL, 1999, p. 215). In-store promotions should also be used since Levi’s sells its products through its own retail outlets.
Advertising: Many of the current advertising strategies are quite effective in differentiating the brand and should still be pursued. But adjustments need to be made to the format and presentation of the message. More emphasis needs to be placed on the actual product. For print ads, the Levi’s brand name and the words “Anti-fit” should be larger. And the television ads need to revolve around the product more. As it is, the entire second half of the script ceases to make any allusions to the product. The next television ad in the campaign should make the Anti-fit jeans play a more integral role in the storyboard, both visually and in the script. Also, the ads should focus mainly on print, television, and outdoor as media, since the visual aspect is quite important in the promotion of clothing (KOTLER, 2000, p.587). Radio can be used to support the television ads, since the script of the commercial plays a significant role in relaying the ad’s message. The use of the Internet should be continued, giving customers access to product information, the current campaign television ads, as well as online purchase.
Sponsorship: Events that the target market are regularly involved in should be sponsored on quite a regular basis. Gigs and raves should be used to promote the product, and some bands can be sponsored, as well. These events can be intertwined with Levi’s Anti-fit fashion shows, so that the product is more directly involved in the events. An element of classical conditioning (FILL, 1999, p. 80-81) can be made to occur through these efforts by causing the target market to associate the good feelings that they get from the events with the product being promoted. The brand and the company may also be seen in good light since they will be perceived as contributors to the positive experiences that the consumers undergo. These sponsorship activities should be supported by radio and print ads. A database of e-mail addresses can also be gathered by having the attendees sign up before entering the events. It can be used to inform them of future events, new products, and can give them quick access to the company website and online purchase.
In-store Promotions: According to research from IGD, the grocery think-tank, 69% of shoppers change their shopping habits as a result of in-store promotions; shoppers in the 25-34-year-old age group were most likely to try products on promotion (FOOD, 2005). Print ads of the campaign should therefore be displayed very conspicuously in all
Levi’s outlets.
Sales Promotion and Discounts: The ratio between goods sold at regular retail prices and those sold on clearance used to be 9:1, but is now around 6:4 (EBONY, 2002). Discounts are no longer a tactical tool to perk up business during specific seasons, but are a continuous strategy to stay ahead in retailing. Levi’s should have discounts throughout each year, but should still time these strategies and their aggressiveness so that they support the men’s clothing yearly sales cycle (see Appendix D). Levi’s will have to use these strategies aggressively throughout most of each year in order to address the gap between the product’s price positioning and the target markets financial capacity.
Ambient: Levi’s can choose one of the bands that it sponsors – the one that is most popular and relatable to the target market – and have clips of the Anti-fit script integrated into the background of one of their songs. Though the band may be perceived as having ‘sold out’ in a sense, this will be overlooked if the band and the song are exceptional. By doing this, the audience would voluntarily be listening to the Levi’s advertisement over and over again, either through the purchase of the band’s cd, or through downloading the song over the Internet. This can be done once every year that the campaign lasts, using a new band each year.
Schedule of Activities:
* The ratios reflect the number of days in the quarter that print ads will be placed in the selected print media.
The focus of the plan will be on advertising, since the main objective of the campaign is to differentiate the product. By the release of the third TV advertisement, a new variant of the product will have to be released. All other advertising media – print, radio, outdoor – will support the TV ads, being especially prevalent when the commercials are first released. Sales and discounts will be more aggressive during trough seasons in the clothing sales cycle (see Appendix D), while sponsorships and in-store promotion will generally coincide with advertising efforts.
APPENDIX A
APPENDIX B
APPENDIX C
Script from current Anti-fit Television Ad:
Levi’s Hero:
I see their knavery: this is to make an ass of me
I can see what they’re up to, trying to freak me about my jeans
man 1:
O Bottom! Yo! Dude in the jeans!
Levi’s Hero:
To fright me if they could.
Trying to scare me off.
man 1:
Though art changed! What do I see on thee?
You look different. What sort of weird ass jeans are you wearing?
Levi’s Hero:
But I will not stir from this place, do what they can:
I won’t rise to this, no matter how much they dis me.
Levi’s Hero to man 1:
What do you see? You see an asshead of your own, do you?
What you looking at? You’re looking at my baggy ass jeans walking down this street being way cooler than you’ll ever be.
I will walk up and down here, and I will sing
I’m gonna hang out here, doin’ my own thing
Levi’s Girl:
What angel wakes me from my flowery bed?
Who’s that getting lyrical out there?
Levi’s Hero:
That they shall see I’m not afraid.
Hey, come and have a go if you think you’re hard enough!
Levi’s Girl:
I pray thee, gentle mortal sing again: Mine ear is much enamour’d of thy note. Sois mine eye enthralled to thy shape: I love thee.
Wow! You sound really hot – And now that I can check you out in the street light, you’re every bit as cute as I imagined: I think it’s love baby!
APPENDIX D
Source: http://www.smartdrill.com/CaseStudies/catalog_sales_mens_clothing.html
References:
FILL, C. (1999) Marketing Communications 2nd Hertfordshire: Prentice Hall.
INGLEHART, R (1990). Cultural Shift in Advanced Industrial Society. New Jersey: Princeton University Press
KOTLER, P. (2000) Marketing Management. 10th New Jersey: Prentice Hall.
MASLOW, A. (1954) Motivation and Personality. New York: Harper and Row.
YESHIN, T. (1998) Integrated Marketing Communications.Oxford:Butterworth-Heinemann
- Levi’s Anti-fit Campaign homepage
- Levi’s Strauss and co. Homepage
- Teenage Shopping Habits (2003), Mintel.
