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International marketing communication.Critique of a Global Marcoms Campaig.Levi¡¦s Type 1 Jeans Campaig.Introductio.
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This paper is going to access an international organization¡¦s marcomss and critic its current ineffective marketing campaign as well as giving recommendations for its future marcom campaigns. Levi¡¦s had been chosen as the organization to be accessed and giving suggestions. There are several reasons for choosing Levi¡¦s, firstly; Levi¡¦s is most popular brand of jeans selling worldwide. Secondly, Levi¡¦s traditionally spend huge amount of money on its marcom campaigns. Thirdly, Jeans market is becoming more competitive nowadays as the emergence of designer brands and more fashion jeans brands..This paper will be divided into four chapters. The first chapter is the introduction of whole paper which will discuss about the reason of choosing Levi¡¦s and the structure of this paper. The second chapter is the background information of Levi¡¦s and its external and internal audit, the simple history background and development of Levi¡¦s and its external and internal audit with a focus on the marcom will be discussed. The third chapter will be included the critique of Levi¡¦s Type 1 Campaign and recommendations. The last chapter is conclusion.Background of Levi Strauss & Co.Levi Strauss & Co. (LS&CO.) is the first company produces jeans in the world. Founded in 185 by Bavarian immigrant Levi Strauss is one of the worlds largest brand-name apparel marketers with sales in more than 100 countries..Today, the Levis trademark is one of the most recognized in the world and this can reflect Levi¡¦s strong and effective campaign through out the world for a long time. However, not every marcom campaign is effective..Levi Strauss & Co. employs a staff of approximately 1,400 people worldwide, including approximately 1,500 people at its San Francisco, California headquarters..Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions.VLevi Strauss, the Americas (LSA), based in the San Francisco headquarter.VLevi Strauss Europe, Middle East and Africa (LSEMA), based in Brussel.VAsia Pacific Division (APD), based in Singapore (www.levistruress.com.External Audi.„XIndustry trend.The growth of the jeans is slow down during 10s. According to Business Week¡¦s report on 000 the jeans market has risen by some 4%/yr since the mid-10s. Although the jeans market is growing, the market share of the major player Levi¡¦s losing its market share from 10s throughout 000s world wide. According to the same report by Business Week Levis jeans market share may have decreased from 1% to approximately 17% in the last decade, estimates by analysts. The reason that Levi¡¦s loss its market share might be because Levi¡¦s rely on single brand products Levi¡¦s 501 for more than 10 years and also the similar advertising and marcom campaigns make audiences feel bored with them.In addition the jeans market is becoming more and more competitive. Since the strong competition come from the jeans competitors such as Lee, Wrangler, Diesel and Pepe. Competition from the fashion brands such as Gap, competition from the designer brands such as Calvin Klein, Tommy Hilfiger, Polo, Paul Smith and Armani. Therefore, the jeans market¡¦s competition is becoming tough and the effective marketing campaign can be very important tool to gain the market share.„XTarget consume.Traditionally, male is more important than female in jeans market. Since males buy more jeans than female but the situation is changing the growth of the female¡¦s jeans market is faster than male¡¦s (see table 1). From the table we expected the sales of the women¡¦s jeans market will become more important in the future.The Jeans Market 000-00..Percentag.001 000of chang..
Mens jeans sales $6.18 billion $6.00 billion+..
Womens jeans sales $4.80 billion $4.51 billion+6..Source Mintel International Group Ltd.„XCompetitors and their communication strategies and effectivenes.The main competitors in the market will be Lee and Wrangle from the United States both owned by VF Corp and Diesel from Italy. They all active and success involved in marcom campaigns..Le.Lee has used online films to reposition a brand. Lee has proven to be one of the more skilled Web-film marketers. In fall of 000, Lee created a Lee Dungarees campaign. The company e-mailed 50,000 consumers, age from 17 to , with short movies featuring villainous characters. It then built online games and websites based on those villains, and eventually unrolled a TV campaign that showed the link between Lee Dungarees and the villains. That campaign saw one fourth of those who opened the e-mails (http//www.business.com/articles/web/0,165,47,00.html).Wrangle.Wrangler runs 5 Western commercials along with six new spots for its Hero brand. Print ads will run in magazines such as Sports Illustrated and People. Wrangler will also run ads in womens magazines because 70% of the purchases of male products are done by women..Wrangler spent GBP 15million on European campaigning. There are two rodeo riders who are the stars of a television advertising campaign for Wranglers. Substantial sales are at stake. In the UK market alone, more than m pairs of jeans at a value of more than GBP 00 million were sold in the 1 months to the middle of last year (Financial Times London, 17)..Diese.Diesel was one of the first companies to have a major presence on the Internet (www.diesel.com) - opening its site in 15. Today the site contains information about all Diesel clothing collections, as well as its licensed products, plus a complete archive of all Diesel advertising. Members of the Diesel Club receive new information, exclusive previews and regular updates via email. 1 - BIMA (British Interactive Media Awards), Winner - Virtual Store; Design Councils Design Effectiveness Awards, Winner - Virtual Store and email marketing database; Design Week Magazine Awards, Multimedia Graphics, Finalist - Virtual Store; 000 - Design Week Magazine Awards, Site award 55DSL (www.diesel.com).Internal Audi.„XProduct-market.The main product of Levi¡¦s is jeans and the market will be mainly youth market which is youngster age between 15 and 5. Although, Levi¡¦s also consumed by middle age people since they used to wear Levi¡¦s jeans when they are young, Levi¡¦s marcom campaign mainly target young people.„X Location.Since, the main consumer of Levi¡¦s is young people age from 15 to 5. Majority of youngsters in between this age group may in schools or universities. However, small proportion of this age group may be working.„X Success of previous communication.Levi¡¦s had been involved in marcom for a very long period of time. Most of the marketing campaigns had been successful in terms of sales and brand image. However, consistence of using same method of TV advertising campaign with out creative ideas, new elements and new Medias. Levi¡¦s suffer from a slum of sale during 10s. Until, late 10s the company starts to apply creative ideas and different channels and methods of carry out marcom. For example, Award-winning ad campaign makes Engineered Jeans the brand leader (http//www.designcouncil.info/picturedesk/ge-pdfs/levisbbh.pdf).„X Role/contribution of marcoms (strategically and tactically.The role of marcom for Levi¡¦s is very vital since the jeans market is becoming more and more competitive and the young consumers¡¦ taste also change quickly. The contribution of the marcom to Levi¡¦s can be say ¡§invaluable¡¨ since the marcom campaign make Levi¡¦s to become a most recognized jeans brand globally. That also contributes to the Levi¡¦s brand equity as well as brand image..Background of Levi¡¦s Type 1 Jeans Campaig.This year 00 is the 150 anniversary of Levi¡¦s. In order to celebrate this imperative year of Levi¡¦s had launched brand new jeans which is Levi¡¦s Type 1 Jeans. The marcom campaign to support the launch of the Type 1 started on February, 00 and this campaign is running globally with integrated marcom tools. This campaign is the most expensive marcom campaign that Levi¡¦s had been launch in its history. ¡§The multi-million pound campaign, for its Type 1, jeans is the most expensive yet - although the company is refusing to disclose the exact cost¡¨(British News, 00). However, Levi¡¦s Type 1 Jeans Campaign seems not an effective campaign which will be discussed and recommendations will be given in the next part.Critique of Levi¡¦s Type 1 Jeans Campaign and Recommendation.VTarget Audienc.„ The Type 1 campaig.The target audience of Levi¡¦s Type 1 Jeans Campaign is both male and female aged from 15 ¡V 5 and fashionable, cool and sexy. Most of people in this group already had experience with Levi¡¦s and its product and the positive attitude toward Levi¡¦s and its product also expected due to the pervious successful marcom¡¦s campaigns. The target audience for the jeans market is often clear. However, it is also the most difficult group to communicate, since their taste and fashion is change more quickly than what you think..„ Recommendation.In my opinion Levi¡¦s have not problem to identify their target audience but more communication may needed to keep up with the target audience such as face to face interview or focus groups can be carried out by marketing departments in different countries. In addition, the type 1 jeans also produce for kid¡¦s market and Levi¡¦s also consumed by many middle age people. However, majority of Levi¡¦s marcom campaigns only focus on young people. These two markets may be also important to Levi¡¦s in the future. Levi¡¦s have to consider launching individual marcom campaigns for them. VObjective.„ The Type 1 campaig.The objectives of the Levi¡¦s Type 1 Jeans campaign are as follo.1.To celebrate 150 years anniversar..To boost the sale of new Levi¡¦s Type 1 Jean..To increase brand equit.„ Recommendation.The objectives of Levi¡¦s in the future could be more focus on building up consumer loyalty and brand image. Jeans is a low involvement decision product, which means the purchasing of jeans is a symbolic projection and emotive appeal. Thus build up consumer loyalty and brand image and equity by frequently marcoms are necessary. Also, remember the objectives have to be easy to measure. Usually, sales is the most popular indicator to be measured..VStrateg.„ The Type 1 campaig.The strategy of Levi¡¦s Type 1 campaign used Super Bowl to get the attention of target audience about the launch of Type 1 jeans driven them through SMS and TV to visit Levi¡¦s Web site and answer questions about Type 1 Jeans. The prize of Super Bowl include a pair of ¡§world¡¦s most valuable Type 1 jeans¡¨ cost USD $85,000 and Cash USD $65, 000. However, the company did not consider some technical problems such as if too many people surfing on the web site at the same time; the display of the website will become very slow. Also, sometimes super bowl is not a cost effective method to launch a new product..„ Recommendations-TV.Super bowl is not a new strategy to get attention of target audience but its cost effective had been argued. Levi¡¦s could give a number of prizes rather than a super bowl, since many people may consider the chance of wining a prize. More chances of wining a price more people will be attracted to join the game. Levi¡¦s should not try to attract too many people to surf their web site at the same time, it is very dangerous for their target audience to have bad experience when the server is too slow that will cause negative image of the company. VMessag.„ The Type 1 campaign- Message conten.Generally, the message content of the campaign of Type 1 jeans is to inform target audience that Levi¡¦s produced a breed new bold jeans. However the way to present message in an appealing manner is ineffective in Type 1 Campaign. In TV ad use fear ¡§mice people¡¨ (see appendices 1) and music but on the poster and web site use cool, sexy model and also surrealism in the film available (see appendices )on-line which it totally different from the TV ad for same campaign Type 1 jeans campaign. Type 1 jeans TV ad did not encode the message well to audience until the end of the ad shows ¡§Levi¡¦s A Bold New Breed Jeans¡¨. The target audience seems difficult to decode the message from the ad until last.„ Recommendations- Message conten.Levi¡¦s have to use similar appeals to present message content for a campaign otherwise the target audience may confuse about the content of the message and the whole brand image. Fear can be an effective appeal but sometimes does not work or even damage the brand image and this has to bear in mind.„ The Type 1 campaign- Message structur.The message of the Levi¡¦s TV ad and films online for type 1 campaign both has a very strong start and giving main message at the end. That make sense since the Levi¡¦s jeans is a low involvement product is suitable to use a strong start to have a primacy effect. However, too strong or not a suitable start will destroy whole campaign. For example, Levi¡¦s use ¡§mice people¡¨ as a actor for its TV ad for Type 1 jeans. Imagine how many people scare of or hate mice. Once they saw mice in the TV they may turn off TV or change channel. That is a big risk for Levi¡¦s in this campaign..„ Recommendations- Message structur.Levi¡¦s have to consider the suitable ways to start the message. The best way to get young people¡¦s attention may not be fear, it could be sex. Levi¡¦s had been using sex in its campaign and it is quite successful and that may gain success again.„ The Type 1 campaign- Message forma.Type 1 jeans campaign use traditional Levi¡¦s symbol as the semiotic through out the campaign. This Levi¡¦s symbol already becomes the most popular symbol in the jeans market globally..„ The Type 1 campaign- Message sourc.The message source of the Type 1 jeans campaign is not consistent. In TV ad us.¡§mice people¡¨ but in the poster and web site use cool and sexy model to present th.message. Mice people is not effective at all and also the cool and sexy model alread.used in many of the Levi¡¦s campaign..Recommendations- Message sourc.Levi¡¦s may consider using the most influential in young people to be the source of the message source in the future. ¡§David Beckham¡.VTypes of marcom.„ The Type 1 campaig.Levi¡¦s Type 1 campaign use advertising and direct marketing as the method to communicate with their target audience. Advertising will be included TV and cinema, print and in store and direct marketing will be SMS. These media will be discussed in detail in next section. The choice of advertising and direct marketing seems a good match according to the strengths and weakness.Advertising Direct marketing.AdvantagesDisadvantages Advantages Disadvantages.Mass coverage Non personalPersonal Limited coverag.High degree of control on messageDifficult to measure Build relationship in long ter.Raising awareness of consumer product Work best in collectivistic cultur.Source lecture power point by Dr. Sha.However, nowadays young people become more and more individualism so the advertising may not work best for young people..„ Recommendation.Levi¡¦s had long been involved in the public relation and social responsibility in order to build up its brand image and equity. However, the company may consider launch some specific public relation or social responsibility campaign for individual campaign. By using advertising, direct marketing and public relation for a campaign the company can enjoy the benefits of integrated marcom such as synergy and greater market precision.VMedi.„ The Type 1 campaign-TV and Cinem.The Levi¡¦s use a gang of mice people (see appendices 1) and humans, who kidnap a cat belonging to a wealthy woman and hold it to ransom in it ad. This is a 60 seconds ad showed on February, 00. Although, this ad is a creative idea, it is totally unsuccessful. Since, the image of the mice is not match the product ¡§jeans¡¨ or brand ¡§Levi¡¦s¡¨ and also cause anxiety. This may cause negative image on the Levi¡¦s brand image. According to some study TV is not popular among young people nowadays and most of people will skip ads (Solomon, 16).„ Recommendations- TV and Cinem.Using TV advertising to target young people now may not be as effective as past. Since, young people now have more choice of entertainments than past. According to Wang 001 suggested that using internet become a more popular leisure activity among adolescents. Levi¡¦s have to spend less money on ineffective media and to found effective media to reach their target audience such as Web page, SMS and E-mail some of them Levi¡¦s already using but have to keep up dated with the changes. In addition, chosen an actor to represent Levi¡¦s and its jeans is very important to its brand image. Levi¡¦s should choose the actors which fit the brands image and the product. For example, the 185 advert featuring Nick Kamen stripping to his boxer shorts was credited with boosting yearly sales by 800%. However, the most influential people among young population around the world now may be David Beckham. „ The Type 1 campaign-Magazine.The magazine had been used for the Type 1 campaign in the USA. Levi¡¦s launched print ad in Swimsuit Issue magazine. This is a popular magazine among youngster. However, the name of the magazine Swimsuit Issue seems not match the image of Levi¡¦s.„ Recommendations- Magazin.Levi¡¦s can launch their print ad in both male and female fashion magazine. It is because more and more male fashion magazine available in the market now and traditionally female fashion magazine is a good way to reach female audience. As I mention pervious female jeans market is growing faster than males. However, these magazine should be targeted youth market same as Levi¡¦s. In addition, according to Bogart, 18 about 0% of students read their college newspaper at least one day a week in the USA. Levi¡¦s could try to post their print ad in college newspaper.„ The Type 1 campaign-Web sit.Levi¡¦s use web site as a communication media to increase the awareness of Typ.1 jeans. The Web site for Type 1 jeans in Europe and the US contain in the mai.Levi¡¦s page but in Japan and Taiwan they have separate page for Type 1 jeans and th.design also quite different. Especially the Type 1 Jeans we site in Taiwan is not matc.go with the Levi¡¦s image sexy. The web page show a female model shaving her lon.hair (see appendices ). In the main Levi¡¦s web site there are five simple onlin.games for Type 1 jeans, the games is not attractive at all since it is too simple.„ Recommendation.15Levi¡¦s should make the web site design consistent through out its international web site and small adjustments have to be make according to different nations. Levi¡¦s should consider cooperating with electronic or computer game producer to produce more interesting and entertaining games with the actors wear Levi¡¦s jeans. Since, playing electronic and computer game may be the most popular leisure activities for young people globally..VTiming of implementatio.„ The Type 1 campaig.Levi¡¦s launching Type 1 campaign on February it seems not a good or suitable time to launch global marcom campaign. As American planning to attack Iraq and every day news seems negative to America. Because people wondering its aims of attacking Iraq. The atmosphere all over the world is becoming tense and the image of America also becoming negative in many countries. Levi¡¦s chose this time to launch its campaign is not a good decision and also make the campaign less effective..„ Recommendation.Levi¡¦s have to consider the external environment when they want to launch campaign especially, international campaign which is more important to realize the potential impact of the external environment. If the company found that is not a good time for its marcoms campaign, they should found another period of time to launch...Reasons for giving above recommendations.The recommendation giving above had considered the intense competition in the jeans market, the trend in the market, the behavior of the target market and also the ability of the company. In the future the company has to keep up with the change of the behavior and the taste of the target consumer. Also keep pace with the technology changes which can be apply for the marcoms in a more cost effective way.Conclusio.Levi¡¦s had been in the jeans market for 150 years and the company had create a very strong brand image and equity by its marcoms. However, this Type 1 jeans campaign seems not a very effective campaign in this year. The company has to carry out more research to understand their target consumers and communicate more with their advertising agency in order to carry out effective marcom campaign. In the future, marcom expect to be more important for Levi¡¦s, since the strong competitors also invest heavily in marcoms to gain consumer loyalty. Levi¡¦s should apply new technology in a right way into their marcom campaign in order to maximize marcom¡¦s effectiveness. Referenc.Malone, S. (00) ¡¥By The Numbers¡¦, Women¡¦s Wear Daily, , 61.Palmieri, J.E. (17) ¡¥Adding More Mass to Its Mass Market Share¡¦, Fairchild Publications, 7, 511.Rossiter, J.R & Percy, L. (17) Advertising Communication & Promotion Management, nd edition, Singapore, McGraw-Hil.Smith, A. (17) ¡¥MARKETING / ADVERTISING / MEDIA Return to the wild frontier Wranglers European challenge to Levis jeans bucks the campaign trend its rival has set¡¦, Financial Times London,.Solomon, M.R (16) Consumer Behavior Buying Having and Behavior, rd Edition, United States, Prentice-Hall.Levis Type 1 Jeans Print Campaign to Break in Sports Illustrated Swimsuit Issue, 1-Feb-00, Business Wir.Mice models aim for jeans sales success, Jan 0 00 British New.(000) ¡¥Can Levis Be Cool Again?¡¦, Business Week, p14.http//www.dmc.co.uk/index.php?bz0yN.http//www.internetnews.com/IAR/article.php/15604.http//media.guardian.co.uk/advertising/story/0,74,77185,00.htm.http//www.levistrauss.com/about.http//www.wirelessadwatch.com/news/00/news00018.shtm.http//www.trendcentral.com/trends/trendarticle.asp?tcArticleId=74.http//saltyt.antville.org/00010.http//www.ananova.com/business/story/sm_74147.htm.http//www.fashionwindows.com/visualprofiles/00/levis.as.http//quickstart.clari.net/qs_se/webnews/wed/bo/Bca-levi_s-jeans.RmLs_DFD.htm.http//www.clickz.com/feedback/buzz/print.php/15657.http//www.imediaconnection.com/content/news/01060c.as.http//www.tdctrade.com/mne/garment/garment00401.ht.http//www.diesel.co.http//www.designcouncil.info/picturedesk/ge-pdfs/levisbbh.pd.
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