Case Code : CLMM049
Publication date : 2009
Subject : Marketing Management
Industry : Apparel
Length : 03 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Levi's, sales promotion, aspirational brand, branded apparel industry, organized retail market, economic downturn, equated monthly installments, EMI, credit cards, ICICI Bank, HDFC Bank, Axis Bank
1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
In June 2009, Levi's Strauss India Pvt. Ltd. (Levi's) launched an innovative marketing offer to sell Levi's jeans and its other branded products on equated monthly installments (EMI) payable through credit cards. The company launched this offer in a bid to arrest its decline in sales triggered by the economic downturn. The offer launched by Levi's received a mixed response from industry observers, customers, and analysts.
Questions for Discussion:
1. Critically analyze Levi's offer to sell its Levi's brand of jeans and other Levi's products on EMIs. Analyze the rationale behind Levi's offer.
2. Discuss the pros and cons of this initiative. According to you, will the company succeed in its objective?
Cases on related topics