Synopsis

Topic of the project:-

A Study and analysis report on “Necessity of Brand extension”
w.r.t. type one jeans of levis.
Objective:
1. Brand extension is a strategy of strengthening the main
brand .
2. Understanding the level of awareness created for brand
extension for loyal customers of the company.
3. Influence of the brand extension on the buying perceptions of
the consumer’s.

Research Methodology:

 Exploratory Research methodology & Descriptive Research

 Cross sectional Research Design &

 Streamlining the methodology towards the objectives

Techniques of Data Collection:

 Primary data collection: customers’ personal interviews, visual observations & mailed
questionnaires.

 Secondary data collection: magazines reviews, web search engine, retail web sites &
scholars articles.

 Planned sample size: 200 for customers as respondent

20 for Retailers & sales persons

Abstract:

Brand extensions are a familiar phenomenon for marketers. Organizations see them as the easiest
way of entering new markets or segments. Establishing a new consumers brand is very
expensive, thus brand extensions are seen as an easy and possibly reinvention of old products,
strengthening its market position.

This is a Study and analysis conducted to ascertain the present position of Type one jeans, a
brand extension of Levis denim 501, products in the market, also to ascertain the Consumer
attitude and preferences towards type one jeans and suggesting various strategies to be adopted
for better positioning of Denim products in the market.

Type One Jeans is the reinvention of original denim pant of Levis’. Aggressive new ranges of
products twisted from it’s original is called type one jeans (Levis Strauss & Co.).

Type one jeans are the form of

1. Dark denim bright stitching

2. Oversized rivets.

3. Large pockets.

Levis denim pant is most renowned and quite old garment. The most popular name of the levi’s
denim pant is levis 501. But in present day, the popularity and overall market sharing of denim
pant in Indian market is fading away.

The probable reasons for shifting of consumers preference and perceptions are due to the high
price of levis denim pants, same style and same look, and availability of new look denim pants
from other leading brand in the current market.

But recently, Levis has taken up some reinvented marketing strategies so that they can gain their
position in the market share and positions among the customers.

For finding out the concepts and analyse on the objectives of the study the data collected from
the primary source was processed, tabulated and inferences drawn. Such techniques as bar
charts, percentages, rankings, were used for analysis