Integrated marketing communications plan- Levi's Curve ID

Résumé du document

This report aims at analyzing the advertising campaign of Levi's new product, the Levi's Curve ID. By using RABOSTIC method this will help us to understand the integrated marketing communication methods chosen by the brand and what they bring to realize.

In 2007, 1.8 billions jeans were marketed in the world accounting to a profit of 51.6 billion dollars. Before 2014, the number of jeans sold will be 2 billions. (Jean et Denim 2010). However, in 2010, sales declined because of the economic crisis the market for jeans had difficulty in being renewed.(Jean et Denim 2010).

The jeans are adapted to consumers' segments and it ranges from 10£ ( Primark) to 900£ (Dior). That is why the competition in the market of Jean is very strong. Levi's, is creative and has innovated since its creation. Recently more modern competitor brands have come in the market (Diesel, Kaporal, Beauty queen Sixty) (Please see Appendix 1 Map of location of Levi's). Even if the competitors have a higher sale price. Today jeans is considered to be a luxury garment. Formerly Levi's was the leader of the market with its model 501, nowadays Levi's is late with regard innovation compared to its competitors.

Extraits

[...] [Online At] http://www.fashion- dailynews.com/marques/levi_strauss__co__baisse_de_31__du_benefice_au_3e_trim estre_mais_.html Levi Strauss & Co 2010. Levi's Curve ID [Online At] http://eu.levi.com/en_GB/women/index.html 366MKT Marketing communication 2010, Lecture p2. Marcoms Plan (RABOSTIC) Advertising : sales ratios. Tyrell. [...]

[...] However, for campaigns of scales as the marketing of Curve ID, we can think that levis spend more. Besides this campaign is not only made in the United Kingdom but all over the world. (Fashion-daily news 2010) OBJECTIVES: This advertising campaign has to have the effect of persuading the prospective customer that Levi's Curve ID is really the jeans completed for him. He owes remind that the brand Levi's is one pioneer in the manufacturing of the jeans, that its knowledge the advantage with regard to his competitors. [...]

[...] The role of the advertising communication is to make the customer progress in its purchase. So that the advertising action of Levi's is effective, the prospective customer has to cross by everything the states of the hierarchy of the effects. This process will allow the advertising to be effective long-term and who will thus allow developing loyalty of the customer. That he pays some attention on the advertising (originality), that this attention arouses an interest for the product (innovation), that this interest provokes a desire so that finally the customer takes action (purchase). [...]

[...] The strength of the curve ID is that it declines in three forms for everything typify of women: Slight Curve designed to celebrate straight figures Demi Curve designed to fit even proportions Bold Curve designed to honor genuine curves Key Target: The women are obviously the target aimed. Indeed thanks to are jeans, Levi's asserts he can cover of women's silhouettes. Levi's has create this jeans for the women who really want a jeans granted to their silhouette. The main anxiety of the women is to find THE good jeans which suits them. [...]

[...] CONTROL: If it is still too early to notice if the campaign of Levi's one was sucked or not, we can already say that it made speak on internet with the feminine community. Indeed, multitudes of forums discussed on new product of Levi's present as revolutionary. Indeed, it new produces attracted the curiosity because it that it raised the problem of every women. We can thus think that they will be numerous to verify the statements of the brand. In this domain thus the advertising reached its objective: make speak about the brand. [...]