Based on the current situation as Levis has been established until now its

Based on the current situation as levis has been

This preview shows page 4 - 5 out of 6 pages.

Based on the current situation, as Levi’s has been established until now, it’s become one of the nation’s longest-standing companies. It thrives on its identity as an original American brand in an increasingly global marketplace. It represents individuality and revolution while appealing broadly, and it offers accessibility in an industry that thrives on exclusivity. For example, Levi’s retail has been established in Malaysia and its operating steadily. The cultural quality of Levi’s has survived the ups and downs of the economy, fashion trends and the business itself in the world. Daljit Dhesi in her article: “Two-pronged push by Levi’s”, in Malaysia, through social media Levi’s is inviting customers to share their moments and experience wearing Levi’s jeans in conjunction with the campaign. To date, close to 500,000 have signed up and more views are expected to flow in. On its expansion plans, it will continue to invest in Malaysia as could be seen in the company’s recent opening of its Levi’s premium concept store in Kuala Lumpur. This can be read at - by-levis#3gkoVcchig2UsQy6.99 . The Brand Manager need to organize the marketing effort that will effect on how well the strategy can be carried through. In addition, the essential need by the Levi’s is financial resources and skills manpower. Levi’s Company may follow Procter & Gamble brand strategy where Levi’s team should have not only a brand manager but a team that inclusive a brand assistant, people who tracked the brand and a handful of other positions focused on specific activities and tasks. The whole team will be put the ensure the implementation plan take into action. Based on the article, it shows that the market segmentation is consumers from the age of 15 to 34 years old. The variables used in segmenting consumer markets can be broadly grouped into three (3) main classes, among others, background consumer characteristic, consumer behavior and consumer attitude. Thus, this target segmentation should be extended accordingly so that Levi’s consumers recognizes the specific product is specifically directed at them and designed for them. The more a business knows about a target market, the easier it becomes to persuade the consumer to differentiate a product, service, or brand. For example, Levi’s may design jeans based on different type of human body as it come in all different shapes and sizes. Therefore, Levi’s need to do marketing research and survey to determine
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