Scribd Logo
Upload

Welcome to Scribd!

  • 417 views

    Levi Strauss & Co.: Integrated Marketing Communication Plan

    Uploaded by

    Taha Sauood
    This document presents an integrated marketing communication plan for Levi's jeans in Pakistan. The objectives are to position Levi's as the most stylish, hip, and desirable jeans and to keep the "original jean" concept while adding a personalized twist. The target market is 15-28 year old males from SEC A/B who want to enjoy life freely. Creative ads will show how putting on Levi's jeans activates a "Levi's gene" that transforms the wearer's confidence and energy. The marketing plan includes an above-the-line campaign using TV, radio, billboards, and print ads as well as below-the-line activities like brand activation events, PR, catalogues, and an online presence.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Levi Strauss & Co.: Integrated Marketing Communication Plan

    Uploaded by

    Taha Sauood
    417 views13 pages
    This document presents an integrated marketing communication plan for Levi's jeans in Pakistan. The objectives are to position Levi's as the most stylish, hip, and desirable jeans and to keep the "original jean" concept while adding a personalized twist. The target market is 15-28 year old males from SEC A/B who want to enjoy life freely. Creative ads will show how putting on Levi's jeans activates a "Levi's gene" that transforms the wearer's confidence and energy. The marketing plan includes an above-the-line campaign using TV, radio, billboards, and print ads as well as below-the-line activities like brand activation events, PR, catalogues, and an online presence.

    Original Title

    APM-Levi's Jeans.pptx

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document presents an integrated marketing communication plan for Levi's jeans in Pakistan. The objectives are to position Levi's as the most stylish, hip, and desirable jeans and to keep the "original jean" concept while adding a personalized twist. The target market is 15-28 year old males from SEC A/B who want to enjoy life freely. Creative ads will show how putting on Levi's jeans activates a "Levi's gene" that transforms the wearer's confidence and energy. The marketing plan includes an above-the-line campaign using TV, radio, billboards, and print ads as well as below-the-line activities like brand activation events, PR, catalogues, and an online presence.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    417 views13 pages

    Levi Strauss & Co.: Integrated Marketing Communication Plan

    Uploaded by

    Taha Sauood
    This document presents an integrated marketing communication plan for Levi's jeans in Pakistan. The objectives are to position Levi's as the most stylish, hip, and desirable jeans and to keep the "original jean" concept while adding a personalized twist. The target market is 15-28 year old males from SEC A/B who want to enjoy life freely. Creative ads will show how putting on Levi's jeans activates a "Levi's gene" that transforms the wearer's confidence and energy. The marketing plan includes an above-the-line campaign using TV, radio, billboards, and print ads as well as below-the-line activities like brand activation events, PR, catalogues, and an online presence.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 13

    Levi Strauss & Co.

    Integrated Marketing
    Communication Plan
    Presented by:
    Aizah Ashraf - 2010010106
    Nadia Rana - 2010010044
    Misal Anwar - 2010010146
    Mariam Qadeer - 2010010115
    Usman Khan - 2009010130
    Levi’s Jeans –
    Building Brand Equity

    Advertising objectives
    • To make our target consumer perceive Levi’s jeans as
    the most stylish, hip, fun and desirable pair of jeans.

    • To keep the “original jean” concept while adding in a


    twist to make it more personalized and fun.

    • To make customers believe that owning a pair of


    Levi’s will bring out their inner qualities of being
    young, heroic, and fearless
    Product Positioning

    Levi’s Jeans
    Target Customers 15-28 yrs, Teens & Young Adults; Male,
    SEC A/B
    Customer Profile Independent, free-spirited, adventurous
    User Imagery The Levi’s user is young at heart, free-
    spirited and independent. Customers are
    upwardly mobile Pakistani young males
    who want to enjoy the life to the fullest,
    make conscious decisions about their
    own lives and show their originality.
    Message to Communicate Levi’s can change your life and allows you
    to have fun and be outrageous
    Creative Strategy
    Communication Objective
    Levi’s jean’ transforms the wearer, gives him a boost in confidence
    and energy when he puts on the Levi’s Jeans, as opposed to any
    other pair of trousers.

    Creative Idea
    Set in a “Gene Testing Laboratory”, a young adult male is having his
    vitals tested, and is shown as being lazy, bored and uninspired.
    Noticing a pair of Levi’s jeans, he is tempted into trying them on.
    Once in the pair of jeans, a certain jolt causes the Levi’s “gene” to be
    activated within him, leading him to break out into an excited dance.

    The Levi’s Gene has been activated, and changes the young man’s
    perception.
    Marketing Plan

    Above-the-Line (ATL)

    Medium Strategy

    TV Run a 6-month advertising campaign, beginning with a 15


    sec teaser ad, then moving on to a 60 sec full ad

    Radio Run spots on City FM89 and FM91 in the same time

    Bilboards Display ads on bilboards for 3 months

    Print Ads Publish print ads in prominent magazines and newspapers

    Online Use social networking websites to generate consumer


    interest and attention
    Bilboards - Teasers
    Bilboard Advertisments
    Print Advertisements
    Marketing Plan (cont’d)

    Below-the-Line (BTL)
    Medium Strategy
    Brand Activation Consumer engagement activity-Levi’s Fashion Squad
    to take place in Apr/May and then aired for a short TV
    series
    Public Relations PR/Media campaigns, associated with activation
    Catalogues Material to be placed at point-of-sale
    Marketing Plan (cont’d)
    Below-the-Line (BTL)
    Customer Engagement: Levi’s Fashion Squad:

    The Activity: Fashion stylists would patrol the streets, hunt down people with low
    fashion sense and give them a complete makeover. The target volunteer will be
    given advice on fashion, concentrating on the perfect pair of jeans

    Experts: Styling advice and makeover will be given by top-notch stylists, celebrities
    and designers of Pakistan. Suggested stylists are
    • Hassan Shehryar Yasin (HSY)
    • Khawar Riaz
    • Tariq Amin

    Touch points: Institutional premises such as:


    • LUMS
    • NCA
    • BNU

    Media Coverage: This activity will be filmed as a reality show of 5 minutes each
    and aired on the same channels as the TVC.
    Calendar of Marketing Activities

    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

    TV
    Radio
    Bilboards
    Print
    Internet
    Customer
    Activation
    Catalogue
    Teaser & TVC

    Teaser TVC
    Q&A

    You might also like