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.
[...] Le Jean habille le monde [Online At] http://blog.jeansdenim.fr/actu/le-jean-habille-le-monde-19 Jean et Denim 2010. Marché du Jean : tendances 2010 [Online At] http://blog.jeansdenim.fr/actu/marche-jean-tendance-2010-405 Dissertation gratuite 2010. Le marché de Jeans Levi's [Online At] http://www.dissertationsgratuites.com/dissertations/Le-March%C3%A9-De-Jeans- Levi%27s/18459.html Fashion United 2010. Levi's lance Curve ID [Online At] http://www.fashionunited.fr/fashion-news/trends/levis-lance-curve-id- 201008178625 Fashion Daily News 2010. Levi Strauss & Co : baisse de 31% du bénéfice au troisième trimestre mais... [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 4, p2. Marcoms Plan (RABOSTIC) – Advertising: sales ratios. Tyrell. [...]
[...] By using the method RABOSTIC it will enable us to loosen the integrated marketing communication methods chosen by the brand and what they bring to realize. RESEARCH: In 2007, we considered 1.8 billion number of jeans marketed in the world which gave a figure of sale about 51.6 billion dollars. Before 2014, the number of marketed jeans will be 2 billion. (Jean et Denim 2010). However, in 2010, sales were declining because of the economic crisis; also the market of the jeans had difficulty in being renewed. [...]
[...] The role of the advertising communication is to make the customer progress in its purchase. The advertising action of Levi's is effective; the prospective customer has to cross by the hierarchy of the effects. This process will allow the advertising to be effective in long-term and it will thus allow developing loyalty of the customer that it pays some attention on the advertising (originality), and this attention arouses an interest for the product (innovation), this interest provokes a desire so that finally the customer takes action (purchase). [...]
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