Levis Advertisement Strategy

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ABHISHEK SINGH FC semV

description

A ppt. on the advertisement campaign.

Transcript of Levis Advertisement Strategy

Page 1: Levis Advertisement Strategy

ABHISHEK SINGHFC semV

Page 2: Levis Advertisement Strategy

INTRODUCTION

• Levi Strauss & Co. is a privately held American clothing company known worldwide for its Levi's brand of denim jeans.

• Levi’s is one of the world's largest brand-name apparel marketers with sales in more than 110 countries.

• It was founded in 1853.

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Waste<LESS

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PRIMARY GOAL

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Advertising objectives:

• To inform, persuade and remind the potential customers about its products

• Awareness about recycling.

• To build strong brand equity.

• Build Company’s image as innovator.

• To create bonds between public and Levi Strauss by helping the nature.

• To create the importance of its products

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Levi’s Statement

‘We’re now happy to share with the world that you can turn bottles into jeans–8 bottles to be exact.’

Levi’s Waste<Less jeans are the result of our latest design innovation. Each piece features a minimum of 20% post consumer recycled content, from an average of 8 plastic bottles.

During the Spring of 2013, we’ll repurpose over 3.5 million recycled pet plastic bottles…and this is just the beginning. We’re committed to making more Waste<Less products in seasons to come to help minimize impact on our planet.

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Levi’s targets its market among the following classes:

• Upper Class • Upper Middle Class

Our target market is not only men or boys we are targeting ladies and children as well because of wide product range for both genders and all age levels.

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ADVERTISEMENT STRATEGY

TV AdNewspapers InternetBillboards & banners

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Levi’s Campaign in Pakistan

• The channels for TV ad are selected:

• Hum TV• Express News• Ten Sports

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Hum TVTiming

Pricing Basis of Selection

Days to run

Time to run per Day

Total Cost per day

Total Cost in campaign

19:30-22:00

25000/30 sec This is Prime time includes major running dramas

10 5 75000 750000

TOTAL 750000

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Express News10:00-00:00 10000/30 sec

Mostly youth class at this time watch TV for external information like politics, economy, national and international

10 Days with little time variations on selected

30 sec ad 6 time during this time

60000 600000

Total 60000

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Geo News:

10:00-00:00

10000/30 sec

Mostly youth class at this time watch TV for external information like politics, economy, nation and international

10 Days with little time variation on selected

30 sec ad 6 time during this time

60000 600000

Total 60000

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TEN SPORTS

Timing

Pricing Basis of Selection Days to run Time to run per Day

Total Cost per day

Total Cost in campaign

During the cricket ODI Series

25000/30 sec

Pakistani nation love cricket and both genders and people from all age levels see cricket matches.

All ODI Series 25/ each match

625000 3125000/ for one series approximately

Total 3125000 app

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Cost of Radio:• Levis is not only advertising on Television but they are also advertising on

radio.

• Total Cost per city: 100,000.00

• Total Cities covered: 05• Karachi• Islamabad• Lahore• Faisalabad• Peshawar

• Total Cost: 500,000.00

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Budget for Print Media:

Sr.No.Name of Newspapers No. of ads /month

Size of Advertisement

Rate of front Page ad/day Amount Charged

Monthly1 Dawn 5 27x4 50000 2500002 Nawa-e-Waqt 5 27X4 45000 2250003 Express 4 27X4 40000 1600004 News 5 27X4 45000 2250005 Jang 5 27X4 40000 200000

Total=1060000

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THANK YOU