Market Research Undertaken

1. Primary Research
2. Objective
The primary goal of conducting primary market research is to understand diverse consumer
behaviours and obtain insights directly from current and prospective customers of the product.
This process enables us to analyse and break down the various factors and variables that
influence their decision-making by asking relevant questions and collecting specific product-
related information from consumers. Effective methods for primary research include
interviews, surveys, questionnaires, and focus groups. In this study, we collected primary
research data for Levi’s Jeans India through surveys, leading to the following conclusions.

Marketing Mix of Levi's Jeans India

1. Product Overview
● Features/Specs: Levi's jeans are renowned for their durable denim fabric, classic 5-
pocket design, and iconic branding. They are available in a variety of fits, washes,
and styles, catering to diverse consumer preferences. Key features often include:
■ Denim Quality: High-quality denim fabric sourced from premium suppliers.
■ Distinctive Stitching: Signature stitching details, such as the arcuate stitch on
the back pockets.
■ Comfortable Fit: A range of fits, from slim fit to relaxed fit, to accommodate
different body types.
■ Durable Construction: Robust construction to withstand regular wear and
tear.
● Product Segments:
■ Classic Fit: The Classic Fit jeans are designed with a relaxed silhouette. They
provide ample room through the thighs and seat, offering comfort without
being too loose. This style typically features a straight leg cut.
Features: Relaxed fit through the thighs and hips; slightly tapered towards the
ankle.

■ Slim Fit: Slim Fit jeans have a snugger fit through the thighs and knees,
tapering towards the ankle. They offer a modern, lean silhouette without
being as tight as Skinny Fit jeans.
Features: Slim, close-to-the-body fit; straight or slightly tapered from the knee to
the ankle.

■ Skinny Fit: Ultra-tight fit, Skinny Fit jeans are designed to hug the body from
the waist down to the ankle. They offer a sharp, tailored look and sleek
appearance.
 Features: Form-fitting throughout; narrow from the hips to ankle.

■ Loose Fit: Loose Fit jeans provide a more relaxed and roomier silhouette,
offering greater comfort and freedom of movement. They are ideal for
casual, laid-back styles and have a roomier cut around the hips, thighs, and
calves.
Features: Generous cut through the thighs and hips; relaxed from the knee
down.

■ Baggy Fit: Baggy Fit jeans feature an exaggerated, loose cut, particularly
around the thighs and calves. They are a throwback to the '90s streetwear
style, often seen with a more relaxed waist and lower rise.
Features: Very loose fit through the seat and thighs; often with a dropped crotch
and relaxed waist.

■ Bootcut Fit: Bootcut jeans are slightly fitted at the thighs and gradually flare
out from the knee down, making them ideal for wearing over boots.
Features: Slightly flared legs from knee to ankle; designed to be worn with boots.

■ Regular Fit: Regular Fit jeans offer a balanced, comfortable fit that isn’t too
tight or too loose. These are the classic style of Levi's jeans, providing a
consistent straight-leg cut throughout.
Features: Straight from the thigh to the ankle; mid-rise waist.

■ Relaxed Fit: Relaxed Fit jeans provide extra room through the seat and thighs
for a comfortable, easy-going fit. They are slightly looser than Regular Fit.
Features: Loose through the thigh and hip area, with a relaxed leg.

■ Straight Fit: Straight Fit jeans have a consistent width from the hips down to
the ankle. This classic style is versatile and provides a comfortable fit without
being too tight or too loose.
Features: Even leg width from thigh to ankle; regular rise.

■ Tapered Fit: Tapered Fit jeans are designed with a wider cut at the top (hips
and thighs) and a narrower cut towards the ankle. They offer a modern
silhouette that’s more relaxed than Skinny Fit.
Features: Roomier at the thighs and hips; narrows down to the ankle for a
tapered look.

2. Pricing
Levi's jeans are positioned as a premium denim brand in India. The average selling price (ASP)
for key SKUs varies based on factors like fit, wash, and collection. However, the general price
range is as follows:

● Classic Fit: ₹2,999 - ₹4,500

 ● Slim Fit: ₹3,500 - ₹4,500
● Skinny Fit: ₹3,500 - ₹5,000
● Loose Fit: ₹3,500 - ₹4,500
● Baggy Fit: ₹3,800 - ₹5,000
● Bootcut Fit: ₹3,999 - ₹5,000
● Regular Fit: ₹3,200 - ₹4,200
● Relaxed Fit: ₹3,500 - ₹4,500
● Straight Fit: ₹3,500 - ₹4,500
● Tapered Fit: ₹3,800 - ₹4,500

3. Place (Distribution Channels)

Levi's jeans are distributed through a multi-channel approach to reach a wide range of
consumers. Key distribution channels include:

● Exclusive Brand Outlets: Levi's operates its own standalone stores in major cities and
shopping malls. These stores offer a premium shopping experience and the
complete range of products.
● Multi-Brand Retail Stores: The brand is available in leading multi-brand fashion
retailers like Lifestyle, Shoppers Stop, and Central. This allows Levi's to reach a
broader customer base.
● E-commerce: Levi's has also established its online presence managing its own
website and popular e-commerce platforms like Myntra, Ajio, Amazon, Flipkart etc
through which they sell the products particularly important for reaching younger,
tech-savvy consumers.

4. Promotion
Levi's employs a mix of advertising, public relations, and promotional activities to build brand
awareness and drive sales. Current marketing strategies may include:

● Advertising:
○ Television commercials featuring popular celebrities and influencers.
○ Print advertising in fashion magazines and newspapers.
○ Digital advertising, including social media campaigns and online video ads.
● Public Relations:
○ Collaborations with fashion designers and celebrities to create limited-
edition collections.
○ Sponsorship of events and cultural activities.
○ Media partnerships to generate positive brand publicity.
● Promotions:
○ Seasonal discounts and sales.
○ Loyalty programs to reward repeat customers.
○ Exclusive offers for online shoppers.
 ○ Social media contests and giveaways to engage with the target audience.

1. Brand Awareness • Which jeans brands are you aware of? (List examples like Levis, Wrangler,
etc.) • How did you become aware of these brands? (Advertising, social media, friends/family,
etc.)

2. Current Brand Usage • Do you own a pair of Levis jeans? • If yes, what made you choose
Levis over other brands?

3. Brand Satisfaction • How satisfied are you with Levis jeans? (Very satisfied, Satisfied, Neutral,
Dissatisfied, Very Dissatisfied) • If satisfied, what are the top three reasons for your
satisfaction? • If dissatisfied, what are the top three reasons for your dissatisfaction?

4. Product Perception • How would you rate the quality of Levis jeans? (Excellent, Good,
Average, Poor) • Do you find Levis jeans comfortable and stylish? Please explain.

5. Price Perception • What is your opinion on the pricing of Levis jeans? (Expensive, Fair, Cheap)
• How does the price compare to other jeans brands?

6. Brand Loyalty • Would you consider purchasing Levis jeans again? Why or why not?

7. Promotion and Advertising • Do you recall any recent ad campaigns for Levis jeans? If yes,
please describe. • Which advertising platform (e.g., social media, TV, print) influences your
perception of Levis the most?

Primary Research Insights

Levi's is the most popular jeans brand among the surveyed customers with a significant 61%
share, showcasing strong brand recognition and consumer preference.
Quality (36.8%) and comfort (29.8%) are the top reasons for choosing Levi's jeans, followed by
style & design (14%) and brand reputation (19.3%). This indicates that Levi's successfully
positions itself as a brand offering high-quality, comfortable, and stylish denim products.

The survey indicates that 53% of customers are satisfied with Levi's jeans, with 27% being very
satisfied. However, 13% feel neutral, 5% are dissatisfied, and 2% are very dissatisfied. Overall,
the majority of customers have a positive perception of Levi's jeans, with 80% expressing
satisfaction.
The survey shows that 91% of customers rate Levi's jeans as either "Good" (47%) or "Excellent"
(44%), while only a small portion rate them as "Average" (6%) or "Poor" (3%).

The majority of respondents (62%) find Levi's jeans to be fairly priced, indicating a balance
between perceived value and cost. However, a significant portion (32%) considers them
expensive, suggesting a need to explore strategies to optimize pricing or highlight additional
value propositions.
Social Media is the most popular advertising platform for Levi's, with 45% of respondents citing
it as the primary platform where they see Levi's advertisements. This is followed by Print Media
(21%), Billboards (20%), and Television (14%). This suggests that Levi's effectively utilizes social
media to reach its target audience.
The majority of respondents (35.8%) became aware of the brands through family and friends,
followed by social media (34%) and print media (17%). This suggests that word-of-mouth and
traditional media still play a significant role in brand awareness, along with the growing
influence of social media.

Questionnaire (Dealers)

1. Brand Representation

● What is your overall opinion of Levi’s as a brand? (Quality, pricing, customer service,
etc.)
● How do customers generally perceive Levi’s compared to other jeans brands?

2. Product Strengths and Weaknesses

● What do you think are the biggest strengths and weaknesses of Levi’s jeans?
● How do you think Levi’s can improve its product offerings?

3. Competitive Comparison

● How does Levi’s compare to its competitors in terms of sales, popularity, and
customer preference?
● Do customers tend to prefer Levi’s or other brands? Why?

4. Pricing Feedback

● What are your thoughts on the current pricing of Levi’s jeans? (Too high, Fair,
Competitive)
● How do customers react to the price of Levi’s compared to other brands?

5. Distribution and Stock

● Is the distribution network of Levi’s efficient? Are there any areas of improvement?
● Do you face any challenges in stocking or restocking Levi’s jeans?

6. Promotion and Marketing

● Are Levi’s advertising and promotion strategies effective in your location?

● Do customers recall or respond to specific ad campaigns? If so, which ones?
Survey Responses

1. Brand Representation

● Overall Opinion: Levi’s is perceived as a high-quality and aspirational brand with

reliable customer service.
● Customer Perception: Customers generally see Levi’s as a premium brand offering
timeless fashion, though some feel it is expensive.

2. Product Strengths and Weaknesses

● Strengths: Durable, fashionable, and a good fit for multiple customer segments.
● Weaknesses: Higher price point and occasional lack of innovative features compared
to competitors.

3. Competitive Comparison

● Popularity: Levi’s ranks among the top brands, thanks to its heritage and style
diversity.
● Preference: Loyal customers prefer Levi’s for quality and celebrity endorsements,
while price-sensitive customers opt for affordable alternatives like Spykar or
Wrangler.

4. Pricing Feedback

● Dealer Feedback: Pricing is fair for the brand’s positioning in the premium segment
but may appear steep compared to fast-fashion competitors.
● Customer Reaction: Price-conscious customers occasionally hesitate, but they value
Levi’s durability and design.

5. Distribution and Stock

● Efficiency: The distribution network is generally efficient, but popular products like
511 Slim often face stock shortages during peak demand.
● Challenges: Restocking delays and ensuring availability of trending styles.

6. Promotion and Marketing

● Effectiveness: Campaigns featuring Deepika Padukone and Diljit Dosanjh have

successfully captured customer attention and boosted sales.
● Recall: Customers associate Levi’s with these campaigns and its emphasis on loose-
fit trends and sustainable practices.
Inferences from the Survey

1. Brand Positioning:
Levi’s maintains its image as a premium and durable jeans brand. Customers value
its heritage, collaborations, and diverse product range.
2. Product Insights:
Strengths like durability and fit have cemented Levi’s popularity, but price-sensitive
customers are exploring competitors for cheaper options.
3. Market Competition:
Levi’s leads the premium jeans market, but fast-fashion brands and D2C players are
emerging competitors due to affordability and frequent launches.
4. Pricing Strategy:
Levi’s pricing aligns with its premium brand image but must address perceptions of
being "expensive" among younger or price-sensitive customers.
5. Stock Management:
Effective stock replenishment of high-demand products like the 511 Slim fit is critical
to prevent missed sales opportunities.
6. Promotional Success:
Celebrity endorsements have strengthened Levi’s market presence. Leveraging such
campaigns alongside influencer marketing can further boost brand recall.