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    Marketing Management: Assignment No 1

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    areeb
    The document discusses Levi's brand segmentation strategies. It analyzes Levi's segmentation based on demographics like age (17-40 years old), gender (men and women), and income (middle income). Geographic segmentation shows Levi's global presence and stores in developed areas and malls in Pakistan. Psychographic segmentation notes Levi's slightly higher prices due to their strong brand name. Behavioral segmentation discusses occasion-based products for events and positioning jeans as durable and long-lasting. The conclusion states Levi's uses differentiated marketing to focus only on jeans clothing products.

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    Marketing Management: Assignment No 1

    Uploaded by

    areeb
    48 views5 pages
    The document discusses Levi's brand segmentation strategies. It analyzes Levi's segmentation based on demographics like age (17-40 years old), gender (men and women), and income (middle income). Geographic segmentation shows Levi's global presence and stores in developed areas and malls in Pakistan. Psychographic segmentation notes Levi's slightly higher prices due to their strong brand name. Behavioral segmentation discusses occasion-based products for events and positioning jeans as durable and long-lasting. The conclusion states Levi's uses differentiated marketing to focus only on jeans clothing products.

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    The document discusses Levi's brand segmentation strategies. It analyzes Levi's segmentation based on demographics like age (17-40 years old), gender (men and women), and income (middle income). Geographic segmentation shows Levi's global presence and stores in developed areas and malls in Pakistan. Psychographic segmentation notes Levi's slightly higher prices due to their strong brand name. Behavioral segmentation discusses occasion-based products for events and positioning jeans as durable and long-lasting. The conclusion states Levi's uses differentiated marketing to focus only on jeans clothing products.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    48 views5 pages

    Marketing Management: Assignment No 1

    Uploaded by

    areeb
    The document discusses Levi's brand segmentation strategies. It analyzes Levi's segmentation based on demographics like age (17-40 years old), gender (men and women), and income (middle income). Geographic segmentation shows Levi's global presence and stores in developed areas and malls in Pakistan. Psychographic segmentation notes Levi's slightly higher prices due to their strong brand name. Behavioral segmentation discusses occasion-based products for events and positioning jeans as durable and long-lasting. The conclusion states Levi's uses differentiated marketing to focus only on jeans clothing products.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 5

    Marketing Management

    ASSIGNMENT NO 1

    SYED TALAL HAIDER NAQVI S2018054005


    ANZAR NAWAIZ S2018054002
    FAHEEM HAIDER S2018054010
    IFFAT KANWAL S2018005001
    DURRAH AMAN S2018005003
    ROSHAAN MAHMOOD S2018005008
    MARKETING MANAGEMENT

    The brand we have decided to look into is Levis. It is a well-known clothing brand, used
    widely across the globe and is part of our day to day life.

    Introduction
    It is a clothing brand, inclusive of both genders. The company traces its origin to Levi Strauss
    (1829–1902), a Bavarian immigrant who arrived in San Francisco in 1850 during the Gold Rush,
    bringing dry goods for sale to miners. Hearing of the miners' need for durable pants, Strauss hired a
    tailor to make garments out of tent canvas.

    Segmentation

    We discuss the four forms segmentation


     Demographic Segmentation
     Geographic Segmentation
     Psychographic Segmentation
     Behavioral Segmentation

    Demographic Segmentation
    In demographic segmentation we can discuss about three things:

     Age Bracket
     Gender
     Income

    As this brand is famous for selling jeans so they target the young generation who wear are the
    major users of it. They target the age of 17 to 40 who buy their products. when it comes to the
    gender segmentation, they include both genders equally and make products for men and for
    women. The last thing in demographic segmentation is income, as they target the middle income
    persons and their products prices are also not very high.

    1
    MARKETING MANAGEMENT

    Geographic Segmentation
    Geographic segmentation is also a strategic segmentation for any organization to increase their
    sale. Globally, Levis has its presence in almost every other country. They have huge retail stores and
    a very extensive approach to the customers.

    As for Pakistan, Levis targets the more up to date lot, for which most of their outlets are situated in
    the shopping malls and other such developed places where the customers of their product exists.

    The second thing comes in geographic segmentation is climate, they offer jeans in different
    materials. Such as cotton for the summers and thick denim for the winters.

    2
    MARKETING MANAGEMENT

    Psychographic Segmentation

    As they opened their outlets in good places like in shopping malls and in other developed areas so
    they sell their products little bit expansive, like if the original price of a product is 1000 they sell
    this product in 1500 and the people can buy, just because of their good brand name.

    Behavioral Segmentation
    We can discuss the two types of segmentations in this behavioral segmentation one is occasion
    segmentation and second is benefit segmentation.

    First we discuss the occasion segmentation that they offer the special jeans colors in special events
    or occasions like 14th August and 23rd March. The second segmentation is benefit segmentation in
    this segmentation they say that our pants are good in quality, long lasting and also for rough use.

    3
    MARKETING MANAGEMENT

    Selecting target Market segments


    As this is jeans brand and their main focus is to make jeans pants so they use Differenced
    (Segment) Marketing where they focus is to make the clothing products only.

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