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When the name Levi Strauss and Company is said one of the most popular brands of jeans comes to mind Even if you have never owned a pair of Levis the name triggers an image such as 501 Blues for our generation and maybe James Dean for our parents According to the video we watched in class Levis was not at the top of any denim tests however they sell for the most This is due to their marketing strategies Over past decades Levis has changed its image to fit with the current style In the 20s and 30s it was the cowboy after the war it was east coast casual the 50s and 60s were Marlon Brando and James Dean and the 70s were aimed at college campuses When Levis launched its Blues campaign it was trying to get a new image on the same product Now to keep up with the changing styles it has new product lines such as Dockers and Slates In doing this however Levis lost sight of the kids who are the future buyers So now Levis current task is to market its Silver Tab brand as the new cool style Everything seems to be revolving around marketing The way a product is marketed affects its sales Levis as well as every other company has many factors outside of the marketing department that affect the marketing decisions In the microenvironment the rest of the company its retailers customers and competitors affect marketing decisions The other departments in the company such as the research and development and the finance department affect the marketing department because they tell them who to target and how much they can spend on the ads Where a product is sold and the way it is displayed by those retailers is another important micro environmental factor However probably the most important micro environmental factors are the customers and competitors of Levis Marketing revolves around what other
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