Levi's India Offers Jeans at EMIs

            


Details


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:

Marketing Management
Short Case Studies

Marketing Case Studies**
Case Studies Collection
View Detailed Pricing Info

Key words:

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

Note

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.


 


Abstract:
ICMR India ICMR India ICMR India ICMR India RSS Feed

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.

Issues:

   Sales promotion
   Marketing

Introduction

In June 2009, apparel manufacturer, Levi's Strauss India Pvt. Ltd. (Levi's), offered to sell its well-known Levi's brand of jeans and other Levi's products on equated monthly installments (EMI) payable through credit cards. Analysts viewed this as a bid by the company to increase sales against the backdrop of the economic downturn. The company planned to arrest its decline in sales through this innovative offer...


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

1. American Airlines' Rainbow TeAAm and its Strategy to Target the LGBT Segment
2. Complan Vs Horlicks: Comparative Advertising and the Question of Ethics
3. Catch-22 for Kellogg's?
4. Coca-Cola "Open Happiness" Campaign
5. Intel Corporation's 'Sponsors of Tomorrow' Global Branding Campaign

Google