Levi Pants vs. Dockers Pants

Powerful Essays
Levi Pants vs. Dockers Pants

Levi Strauss & Co. is one of the largest company in the business world, having headquarters in all of the continents and selling their most significant product, clothing. Their most popular items are the Levi's jeans and the Dockers khaki pants. Levi's Strauss & Co. has been a very successful company producing, studying people wants and needs, selling, distributing, and promoting their product.

The purpose of this report is to analyze the different marketing mix, or even, probably the same marketing mix that Levi Strauss is applying to both products. Giving you an idea of how, why and the consequence of the marketing mix that Levi Strauss & Co. has applied and still is applying with some minor changes.

Although the report's frame contains a set of controllable and tactical marketing tools that Levi Strauss & Co. blends to produce the response required in the target market, it is a fact that they have been achieving their objectives by delivering value to its consumers. However, notice that these tools represent Levi's point of view of the marketing mix available to persuade its buyers. And from the customer's point of view, each marketing tool is designed to deliver the corresponding benefits.

In preparing this report, the conclusion has been drawn by facts and figures provided directly by Levi Strauss & Co. European Headquarters and by public resources.

The layout of this report intends to analyze each marketing tool by discussing each point and relating them from one to another, noticing the difference and/or similarities of the two products.


Levi Strauss was invented in 1850 by a Bavarian who sold canvas pants to California...

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...res where equipped with the software, even though the jeans cost $10 above the normal price most women still agree to pay the extra amount. Thus this little software could change by a significant amount the level of sales and the image of the store.

The atmosphere of the store is also an important element which influences consumers' judgment about the store but also about the brand that why all Levi's stores look approximately the same.



Levi's Strauss & Co. webpage


Levi's Jeans webpage


Dockers khaki pants webpage


Armstrong G and Kotler P,

Principles of Marketing, seventh international edition, 1996.

Dibb S, Simkin L, Pride W and Ferrel O.C,

Marketing: Concepts and Principles, third European edition, 1997
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