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
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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.

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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.

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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.

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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.