Ch. 15 - Marketing communication

       Marketing is about communicating the value of a product, service or brand to customers or consumers for the purpose of promoting or selling that product, service, or brand. While, Communication on the other hand is a process by which meanings are exchanged or shared through a common set of signals. With the above definitions it is perhaps easy to understand why and how an 1873 established company as maintained its her relevance up to this present day. Levi's Strauss & Co. did not only earn the right as the first blue jeans company in the world they also are the most trusted jeans brand in the world. All of which are no coincidence, rather a well thought, planned and executed marketing communication strategy that have been effective for generations.


the first pair of Levi's jeans


modern pair of Levi's jeans.


       From the very first pair of jeans to the most recent pairs, one thing is common, Levi's Strauss & Co. logo has remained the same which in itself has guaranteed generations of loyal consumers passing it down to generations. The multibillion dollar company did not have it smooth to the top, of cause they had some bottle necks along the line. One of which is the plummet in sales in the early 90s. Levi's was regarded as 'uncool' thus loosing connection with the younger generation also partly because this was the same era where other big clothing company also ventured into blue jeans production. To maintain and expand it's market share Levi's had to find a way to attract young audience through changes in their products, brands, positioning and communication.





       Marketing communication which is another word for promotional strategy which  in turn satisfies the 4ps of marketing mix (product, place, promotion and price). To win the heart of younger consumers Levi's Strauss & Co. understood that they had to use the media create series of commercials that will promote, inform, persuade, connect and remind the younger consumer why they should be their preferred choice in terms of comfort,  variety and quality. "Although brand positions, like brands themselves, exists in people's head and heart, a company's marketing communication can greatly influence how consumer perceive a brand in relation to competition" (Hans Ouwersloot and Tom Ducan) The Levi's brand understands this which is they decided to be more integrated to younger consumers by sponsoring and supporting musicians bands and concerts. Introduce brand name into target consumers' clubs, concert venues, websites and fanzines and also relaunch famous collections like the Dockers brand. One of my personal favorite Levi's commercial is the one below; mainly because It simply appeals to people of all ages.