Ch. 18 - Social Media and Marketing

Levi's launches social media shopping tool on Facebook


Levi's has partnered with Facebook to introduce a social media tool that lets consumers shop for jeans from the social network.
The Levi's brand is one of the first companies to integrate with Facebook's “Social Plugins” tool. The platform, powered by Open Graph, allows brands to create pages for products on Facebook that consumers can “like.” The items then appear in a Facebook user's news feed, as well as on the brand's e-commerce site. Consumers can use a recommendation widget to highlight products to friends.

“This is a great way for our brand ambassadors to put megaphones to their lips and tell the world how much they love Levi's,” said Megan O'Connor, director of digital and social marketing at Levi Strauss & Co., which launched the service April 22.
Levi's is featuring the top “liked” products on its shopping site levi.com. The denim brand has also built a “friend store” where consumers logged onto Facebook can see a list of their friends' favorite Levi's products and shop on the social network.

“We think this will change shopping for jeans online,” said O'Connor. “My friends can see that it is my birthday in two weeks from Facebook and then I can say, ‘Here are my favorite jeans.'”
O'Connor said this approach differs from having a fan page. “We have put the consumer at the center of the shopping experience,” said O'Connor.

  As part of Levi's Strauss & Co bid to engage the younger generation, the Company is active on six social network especially Instagram where the Company has over 900k followers.

Ch. 2 - Strategic Planning for Competitive Advantage

ORGANIZATIONAL GOAL

Our style may be as fresh as tomorrow, but we go way back — to 1853.
That’s when Levi Strauss & Co. began. Later, Levi Strauss, the man, partnered with Jacob Davis to invent the blue jean. And we’ve been innovating ever since.
Levi Strauss & Co. is one of the world’s largest apparel companies and a global leader in jeans. The Levi’s® brand is just part of our story. We’re also home to Dockers® and Denizen®. We have some 500 stores, and our products are available in 110 countries around the world.


 In 2012, Levi's collaborated with Nike's skateboarding division to create a few articles of clothing. Along with Nike's skateboarding super team, Nike's unique technology, and Nike's marketing capabilities, They created some of the best denim jeans for performance skateboarding, along with a reinvented traditional styled levi's denim jacket, infused with some of Nike's most intricate technology.

Omar Salazar

  -Professional skateboarder, sponsored by Nike, Levi's and many other companies in the skateboarding industry

       Levi's newest marketing strategy has been to appeal to the more earth friendly people. Selling jeans "made of garbage" was for some period there most popular ad slogan. Each pair of jeans were designer made, and used 8 recycled plastic bottles in each pair. An image of one their "green" adverts is pictured below, along with a picture of the jeans.

Ch.1 - Overview of Marketing

MISSION STATEMENT

“The Mission of Levi Strauss & Co. is to sustain responsible commercial success as a global marketing company of branded apparel. We must balance goals of superior profitability and return on investment, leadership market positions, and superior products and service. We will conduct our business ethically and demonstrate leadership in satisfying our responsibilities to our communities and to society. Our work environment will be safe and productive and characterized by fair treatment, teamwork, open communications, personal accountability and opportunities for growth and development.”

Liverpool Football Club

Liverpool football Club was founded following a dispute between the Everton committee and John Houlding, club president and owner of the land at Anfield. After eight years at the stadium, Everton relocated to Goodison Park in 1892 and Houlding founded Liverpool F.C. to play at Anfield.^[5Originally named "Everton F.C. and Athletic Grounds Ltd" (Everton Athletic for short), the club became Liverpool F.C. in March 1892 and gained official recognition three months later, after The Football Association refused to recognise the club as Everton.^[6] The team won the Lancashire League in its début season, and joined the Football League Second Division at the start of the 1893–94 season. After finishing in first place the club was promoted to the First Division, which it won in 1901 and again in 1906.^[7]