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Generic Marketing Strategies
Levi’s is known for its excellent knowledge of markets and apt designing of marketing strategies. Levi’s has properly segmented the Indian market ever since it has introduced its range here. The specific details regarding the strategies adopted by Levi’s for segmentation, targeting, positioning, and differentiation are mentioned in detailed below:
Segmentation: The jeans market can be broadly divided on the basis of the price range of the finished jeans. Levi’s had segmented the market in five major segments. The segments are value, standard, premium, super premium, and connoisseur. Based on latest information available, the price ranges for these segments, as defined by Levi’s, are:
* Value segment: Below Rs. 1000
* Standard segment: Rs. 1000 – Rs. 2000
* Premium segment: Rs. 2000 – Rs. 4000
* Super-premium segment: Rs. 4000 – Rs. 6000
* Connoisseur segment: Above Rs. 6000
When Levi’s was launched, there were no sub-segments in a segment created by the company. Also, initially it focused itself to only the premium, and super-premium segment of the market. The product was sold at select places and its reach to very small city population was negligible.
During the next phase of growth, when Levi’s was expanding, it focused on value and standard segments also. The major driver was the large consumer base and the absence of any strong brand in these segments. In the latest developments, as Levi’s keeps its growth and reaches larger set of consumers, it has created a range of sub-segments in each of the segments. The sub-segments are made mainly on the basis of gender and age. Keeping aligned to its global strategy, it plans to exit from the Standard segment and be present in value segment only through one offering.
= No presence in this segment = Little presence = Strong presence
(A) = Sub-segment A of the segment (B) = Sub-segment B of...
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