Ginger Lewis Marketing 280-001 March 30, 2001 LEVIS®: MAKE THEM YOUR OWN INTRODUCTION This offer is an examination of the integrated marketing communications strategy of Levi Strauss &type A; Co. The IMC being studied is their Make Them Your Own publicity that began on July 25, 2000 and runs through May 2001. There are several elements of this packaging that will be analyzed and studied in this narration. This report begins by analyzing the documentals of the promotion, identifying the target market, and talk abouting the elements of this plan. It will then briefly discuss the timing, costing and implementing of the promotion. Finally, it will remainder by discussing the provisions do by Levi Strauss & Co. for receiving feedback.
OBJECTIVES Every promotional plan begins by identifying the objectives that are to be fulfilled by the advertisement. Of the objectives used in the Make Them Your Own campaign, providing information is the first. In the print media, in that respect is a listing of department stores where Levis® are sold. At the end of the broadcast commercials, the web address of the company is listed. In two of these forms of media, the style of jeans that the model is wearing is also listed. The second objective is to increase demand.
Levis® is trying to increase demand by viewing consumers that one can be calm and comfortable in their pair of Levis® brand jeans. Next is the objective of differentiating a product. This promotion accomplishes this task by modeling Levis® exclusive styles such as 518 Superlow Boot Cut Jeans and 560 Loose Straight Jeans. A consumer would non be able to find these styles in any other brand. This plan also aspires to accentuate the products value from a well-disposed standpoint. It communicates that these jeans are the perfect foundation for displaying ones unique style musical composition also creating a good...
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