Levi Strauss & Co.

LEVI’S JEANS

PACO REINALDOJOHANNES UTAMA

NURSA SHERLI YOANITAHANI WIDIYA OKTAVIANI

RIDHO FAHADA WIDIATMOKO

Levi Strauss & Co.

HISTORY

Levi Strauss & Co.

1853

Levi Strauss & Co.

1872

Jacob Davis, a Reno Nevada tailor, writes to Levi Strauss, telling him about the process he invented to rivet the pocket corners on men’s pants to make them stronger. He suggests the two men take out a patent on the process together and Levi agrees.

Levi Strauss & Co.

1873

.

Levi Strauss & Jacob Davis are granted a patent on the processof riveting pants by the U.S. Patent and Trademark Office on May 20. It is patent number 139,121 and this is the invention of the blue jean. The pants - called “waist overalls” - have one back pocket with the Arcuate stitching design, a watch pocket, a cinch, suspender buttons and a rivet in the crotch. We don’t know the origin of the Arcuate

Levi Strauss & Co.

1873

There may have been a tradition of pocket stitching on men’s workwear but this has not been found in any research done so far. The cinch and suspender buttons were standard on men’s pants. Keep in mind that we did not invent the cut or fit of the waist overalls; what we did was take traditional men’s work pants and rivet them, creating the new category of workwear which we today call blue jeans

Levi Strauss & Co.

1890

The rivet patent goes into the public domain, so that Levi Strauss & Co.is not longer the exclusive manufacturer of riveted clothing.Lot numbers are first assigned to the products being manufactured. 501 is used to designate the famous copper-riveted waist overalls. We don’t know why this number was chosen. We also made a 201 jean, which was a less expensive version of the pants, as well as other products using other three-digit numbers

Levi Strauss & Co.

1971

The word “Levi’s on the red Tab device is now stitched in white with a capital “L” only; the “E” looks like it changed, leading to the vintage clothing concept of “Big E” and “little e.” This was done to conform to the company’s new housemark – the “batwing” – which was adopted in 1967 and in which the word “Levi’s” is meant to be the proper name of our founder, Levi Strauss.

Levi Strauss & Co.

1985

LS&CO. wins the Governor’s Committee Media/Advertising Award from the New York State Office of Advocates for the Disabled, for its positive portrayals of disabled people in the “501 Blues” televisionads.

Levi Strauss & Co.

2003

LS&CO. celebrates the 130th anniversary of the invention of the blue jean. From the June 28, 1873 issue of Pacific Rural Press “A New Pocket Fastening - Mr. J.W. Davis, formerly of Reno, Nevada, but now residing in this city [San Francisco] has just received through the Scientific Press Patent Agency, letters patent for an improvement in fastening the seams of pockets. The improvement consists in the employment of a metal rivet or eyelet for fastening the seams.

Levi Strauss & Co.

2007

Levi Strauss was again said to be profitable after declining sales in nine of the previous ten years.Its total annual sales, of just over $4 billion, were $3 billion less than during its peak performance in the mid 1990s.

Levi Strauss & Co.

2009

Levi’s was noted in the media for selling Jeans on interest-free credit, due to the global recession.

Levi Strauss & Co.

2010

The company partnered with Filson, an outdoor goods manufacturer in Seattle, to produce a high-end line of jackets and workwear

Levi Strauss & Co.

PRODUCT

RED TAB PRODUCT

SILVER TAB

ENGINEERED JEANS

Levi Strauss & Co.

HUMAN RESOURCE IN LEVI’S JEANS

Levi Strauss & Co.

Levi Straus & Co.

ChairmanBob Hans

R. John AndersonSVP, North American Region

Operations

Hans Ploos van AmstelSVP & CFO

Hilary KraneSVP and General

Counsel

Lawrence RuffSVP, Strategy and

Worldwide Marketing

Amy JasmerDirector, Levi's Presence

and Publicity

David BergenPresident, COO,

and Director

Gary GrellmanVP and

Controller

Paul SmithPaul Smith

VP, Global Tax Department

Mary BolandVP, Finance, Levi Strauss

North America

Jeff BeckmanDirector, Worldwide and

U.S. Communications

EJ BernakiSenior Manager, Worldwide

Communications

Keiji AmemiyaSenior Communications

Specialist, Levi Strauss Japanhttp://www.cogmap.com/chart/levi-strauss-co

Official structure organization Of the company

Levi Strauss & Co.

• PT. Levi Strauss Indonesia, located at Wisma Pondok Indah, Jakarta Selatan currently looking forReceptionist: Responsibilities:

-Handling incoming/outgoing telephone, and company’s guests-Represents the company image as the front officestage-Handling administration activities such as correspondence and other documentation.-Handling travelling trip such as ticketing & accommodation-Handling driver & messenger schedule-Will be to assist expatriate & foreign clients-etc

Urgently needed RECEPTIONIST PT. Levi Strauss Indonesia

Levi Strauss & Co.

• Qualifications:-Minimum D3 in any discipline but Fresh graduates are welcome-Fluent English in both oral and written- Familiar with Computer (Microsoft Office & Internet)-Excellent telephone manner and communication skills are essential

• -As well as ability to work under pressure-Attractive and good physical appearance-Highly motivated and discipline, honest, pleasant personality and good health- Well representative (Good Looking), well groomed, energetic, communicative, mature & highly adaptable to new challenges

• -Willing to work overtime is needed-Willing to work under contract

Levi Strauss & Co.

• A career here is like getting a PhD in global retail and brand management. Maybe better.• We are the real deal. Levi's® are the original and definitive jean. Dockers® is the world's

best and most-loved khaki brand.• We are the embodiment of the energy and events of our time, inspiring people from all

walks of life with a pioneering spirit.• Our products are timeless. They are living, evolving symbols, loved and trusted by millions.• We are a truly global company, with a footprint in 110 countries and tremendous

opportunities in India and China.• We always strive to strike the right balance between profits and principles, with an eye to

creating a sustainable future.• We offer a dynamic workplace that thrives on innovation and ideas. You will be surrounded

by colleagues who want to bring out the best in you and are driven to make us No. 1.

Top Seven Reasons to Work at Levi Strauss

http://www.levistrauss.com/careers/working-here

Levi Strauss & Co.

• Great Company. Best Job of My Life

Levi Strauss International Traffic Manager (Former Employee), San Francisco, CA – September 26, 2012

• Pros: the entire atmosphere• Cons: several differences with my manager• “I worked at LS&Co. for nearly 11 years. It was

without a doubt the best job I ever had. I met and worked with so many good people both in the home office and around the world. The salary and benefits were super. I got to travel a lot and go to places I would not otherwise have visited. I would not trade the experience for anything.”

insider’s thinkingFor working in Levi Strauss & Co.

http://www.indeed.com/cmp/Levi-Strauss-&-Co./reviews

Levi Strauss & Co.

• Hard work and good timesAssistant Store Sales Manager (Former Employee), Tilton, NH – September 24, 2012

• Pros: grate product• “everyone loves good jeans

good people make it evean betterlong hours, big store, not much staff.”

http://www.indeed.com/cmp/Levi-Strauss-&-Co./reviews

Levi Strauss & Co.

Marketing mix and

SWOT analysis

Levi Strauss & Co.

LEVI’S IN INDONESIA

Levi Strauss & Co.

Levi’s product1. Jeans for man and woman with more than 20

types2. Jackets for man and woman 3. Men and Women’s shirts4. Sweaters5. T-shirts6. Accesorris ( bags, belts, hats, scraves )7. Jeans for kids

Levi Strauss & Co.

Levi’s product

WalletBelt

T-Shirt Jacket

Jeans

Levi Strauss & Co.

Jeans for Man

Levi Strauss & Co.

JEANS FOR WOMAN

Levi Strauss & Co.

JEANS FOR KIDS

Levi Strauss & Co.

PRICE

PRICES RANGED BETWEEN IDR200,000 – IDR2,000,000 IN AVERAGE.

Levi Strauss & Co.

Discount from levi’s

Levi Strauss & Co.

Place

1. Levi’s has been distributed to many countries trough

department store and levi’s official outlet

2. In Indonesia, Levi’s usually sell in Matahari Dept

Store

3. There are 4 official outlet from levi’s in Indonesia

Levi Strauss & Co.

Promotion

• In the media through the advertisement on TV, poster or

Magazine.

• Twitter and Facebook (twitter in @LevisMY and on

Facebook : Levi’s).

• Website (www.levistrauss.com)

• Levi’s successfully gain market share by providing a

collaboration with some singers to create a “Levi’s Song”

• levi’s also make many events which provide a big sale

Levi Strauss & Co.

Levi’s promotion

Levi Strauss & Co.

• HIGH BRAND EQUITY• THE MOST RECOGNIZED TRADEMARK IN THE WORLD • UNIQUE AND INNOVATIVE IN THE STYLE• A WIDE VARIETY OF PRODUCTS• THE MOST DURABLE PRODUCT• HIGH STANDARD OF QUALITY• DISTRIBUTION CHANNELS AND GLOBAL SOURCING

STRENGTH

Levi Strauss & Co.

• EXPENSIVE• MANY COMPETITORS• HIGH COST OF BRAND PROTECTION• DISTRIBUTION CONFLICT• LACK OF AWARENESS

WEAKNESS

Levi Strauss & Co.

• WOMEN SECTION• KID’S SECTION• INCREASING THE ADVERTISEMENTS• ARISING OF NEW MARKETS• TECHNOLOGICAL DEVELOPMENT• DEVELOPMENT IN OTHER INDUSTRIES• TOTAL MARKET FOR CASUAL WEAR IS GROWING

OPPORTUNITY

Levi Strauss & Co.

  • INTENSE COMPETITION• GENERAL ECONOMIC CONDITIONS• CONSUMER TASTES’ CHANGES• LOCAL REGULATIONS ON

ADVERTISEMENTS• CULTURAL BURIERS 

Threat

Levi Strauss & Co.

STP ANALYSIS

Levi Strauss & Co.

SEGMENTATION

Geographic :Levi’s products are sold approximately 55,000 retail locations in more than 110 countries . this includes approximately 1,900 retail stores dedicated to our brands , including both franchised and company-operated stores.Demographic : Men, women, teens, and children. So everyone is a potential costumer for Levi’s. Usually they are the ones who have high income.Psychographic : Various models of Levi’s are made for any activities, based on consumer’s neededBehavioral :High quality and various models, good services

Levi Strauss & Co.

TARGETING

Mostly Levi’s targets its market among the following classes:• Women and men• Upper class• Middle upper class• High lifestyle

Levi Strauss & Co.

POSITIONING

• Levi’s outlets which provide various products of Levi’s• Levi’s products suit religion culture of the country• Many easy ways to get satisfied products• Leading in models

Levi Strauss & Co.

Market Share

Levi Strauss & Co.

COMPETITORS

Calvin Klein Bugle Boy Guess

Polo Wrangler

Levi Strauss & Co.

Levi’s 30 %

Wrangler15 %

Calvin Klein40 %

Levi Strauss & Co.

RECOMMENDATION

From those data and analysis, we recommend Levi’s to work on following areas :• Inexpensiveness• Women and kids section• Expand the advertisement

Levi Strauss & Co.

CONCLUSION

Levi’s is the top brand which has been well distributed into more than 110 countries.Levi’s has various models which suit costumer’s style.In distributing their product, Levi’s put many excellent strategies through SWOT and STP analysis.Levi’s will continuously develop their product quality to growth their company.

Levi Strauss & Co.

THANK YOU FOR

YOUR ATTENTION