advertising and promotions management project-levis shoes
TRANSCRIPT
Advertising and Promotions Management Project
Presented By:
Aqil Karim 2009-01-0146
Bibhushan Harsha Bajracharya 2009-01-0081
Bilal Ensari 2009-01-0138
Raheel Ehsan Qureshi 2009-01-0119
Rizwan Nasurullah 2009-01-0148
Category: Sports shoes
Brand: Levis
Survey FindingsBrand Knowledge
Usage Occasions
Purchase Consideration
Brands Brand Awareness Usage
Levi's 59% 5%
Nike 100% 95%
Adidas 100% 68%
Usage Occasion
Office Home Fun events Outdoor Sports
Levi's 0% 4% 30% 52% 13%
Nike 0% 3% 15% 38% 44%
Adidas 3% 3% 10% 23% 61%
Purchase Considerations
Self satisfaction
Trendy Price Store Brand Social approval
Percentage 25% 23% 22% 4% 20% 6%
Competitive Brand Positioning
Nike Adidas Puma Cheetah
Positioning Sports, outdoor Sports Sports Sports
Target
Audience
BL, OBS,FBS BL, OBS, FBS BL,OBL,OBS BL, OBS, OBL
Demographics Young individuals young Young,
professional
Young,
professional
X Differentiated Differentiated, Differentiated Differentiated
Y-Z Both Y and Z Both Y and Z Y Y
I-D-U Product features,
Brand equity,
celebrity
Product features,
Brand equity,
celebrity
Product features,
professionals
Product features,
professionals
A-B-E b e+ b e+ b e+ b e+
Shoe Category
Advertising Planning Model
Affective (Feeler)Strategy: Feel - Learn – DoObjective: brand awareness
Attitude change Emotional Arousal
Informational Transformational
Low - involvement
High - involvement
•Problem removal•Problem avoidance•Incomplete satisfaction•Mixed approach- avoidance•Normal depletion
Behavioral Sequence ModelData inputs WHAT (decision stages)
Need arousal Information search
and evaluation
Purchase Usage
WHO
(roles)
- Self - store
- ads
- friends
- self
- friends
- store staffs
- self
WHERE
( location)
- outdoor
- sports
- social events
- ads
- social gatherings
- Levi’s store - self
WHEN
( time and timing)
- Star of new season
- New events
- week before - at spot - outdoor
- sports
-social events
HOW
(description)
- old shoes worn out
- watching others
- choose store/brand
first and then go to
particular store
-lookout brand in
given price range
-design/ style
-individual
usages
Advertisement Strategy• Target Audience: BL & FBS• Differentiated location: Outdoor, Social Events
• User as a Hero• Importance: brand image associated with young
trendy lifestyle.• Uniqueness: niche category (outdoor, social
gatherings) pairing with Jeans.• Delivery: Brand Image associated with Levi’s jeans.• Advertisement depicting positive emotions.
Positioning Statement
“For young individuals who want to look cool and fashionable the Levi’s shoes is a casual
footwear that makes them feel distinguished, trendy and confident. Unlike Nike and Adidas footwear, Levi’s is more stylish and upbeat”.