Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Sales promotion
• and Marketing.

Keywords

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