In six pages this paper considers consumer purchasing patterns, the denim industry, and then examines the Levi Strauss Company in terms of a 4Ps marketing mix. Seven sources are listed in the bibliography.
Name of Research Paper File: TS14_TEjeans1.rtf
Unformatted Sample Text from the Research Paper:
increased in importance, This is especially true of the companies with denim jeans as their core product. Levi Strauss operate in a very competitive environment with the main competitor being
Wrangler. The market in the US as a whole is currently worth $13.42 billion and more than 420 million pairs are sold a year (Malone, 2002). Currently the largest growing
sector of the market is the US market for ladies jeans, which is growing at 6.7% per year and for 2002 was worth $4.8 billion (Malone, 2002).
The multi million dollar, once dominated by well known names such as Levis are now dominated by private label brands, but the brand names still have
a prominent image but they have suffered with the increase in competition such as Old Navy from Gap and many other labels. Between 1996 and 1999 Levis lost 28% of
its business, at the same time of 22% growth in the private label manufacturers (Jackson, 2000). This shift is reflected in the average price paid for a pair of jeans,
in 2001 this was $21.76 for women and $23.38 for men. The way that Levi Strauss have reacted and marketed in this environment ,may be analysed though the 4 Ps.
The actual product we can see are premium priced and are competing with other major brand names such as Wrangler where they are advertised as being both
comfortable and hard wearing. The range is wide form the preshrink popular bootleg, the well known and long lasting 501 jeans to the stone washed and the
different colour jeans as well as associated products. The price paid will be over the average for the industry, but the quality is generally received to be higher than average.