J447 Final

3
Table of Contents
Background................................................................................................................................................... 5
Levi’s Jeans....................................................................................................................................... 6
Competitive Category ...................................................................................................................... 8
SWOT ............................................................................................................................................. 11
Competitive Spending................................................................................................................................ 13
Demographics............................................................................................................................................. 23
Psychographics and Behaviors....................................................................................................... 29
Media Profile.............................................................................................................................................. 33
Magazines ...................................................................................................................................... 34
Newspaper..................................................................................................................................... 36
Radio .............................................................................................................................................. 37
TV ................................................................................................................................................... 38
Internet .......................................................................................................................................... 41
Media Objectives........................................................................................................................................ 43
Media Strategies ........................................................................................................................................ 45
Seasonality..................................................................................................................................... 48
Media Plan Summary..................................................................................................................... 49
Media Plan Flowchart ................................................................................................................................ 52
Appendices ................................................................................................................................................. 53

6
Levi’s Jeans
Levi’s is just one of the four brands under the parent company Levi Strauss & Co.
• Levi Strauss & Co Background1
o Founded by Levi Strauss in 1853, first beginning in San Francisco, CA.
o Headquarters are still currently in San Francisco, CA.
o In 1965 the company expanded into Europe and Asia and created Levi Strauss
International and Levi Strauss Far East
• Brands
o Levi’s
o Dockers
o Signature by Levi Strauss & Co – Sold at Walmart
o Denizen – Exclusively sold at Target
• Levi’s Jeans for Men
o Levi’s is currently the most purchased brand of men’s jeans and has been
dominating the market for years.2
 Levi’s brand jeans are the number one choice among teens and adults.
o In 1873 the blue jeans were created and called “XX”3
 The “XX” are known today as the “501” jean
o Jacob Davis created riveted pants and formed a business partnership with
successful business owner Levi Strauss.
o May 2013 Levi’s announced a $220 million deal for the naming rights to the San
Francisco 49ers new stadium, simply called “Levi’s Stadium”.4
 In the deal Levi’s is able to make their jeans and brand visible to all
visitors by outfitting employees, cheerleaders, and mascots with Levi’s
brand clothing.
 Levi’s and the 49ers are also allowed to cross-collaborate with their
products5
1
http://www.levistrauss.com/
2
Mintel
3
http://www.levistrauss.com/
4
NY Daily News
5
Forbes

7
About the Jeans
• Jean Fits and Collections6
o 501, 502, 504, 505, 510, 511, 512, 513, 514, 517, 519, 527, 541, 550, 559, 560,
569
o Water<Less
o Waste<Less
• Jean Styles, Sizes7
o Skinny, Slim, Taper, Straight, Bootcut, Relaxed, Big & Tall
o No Stretch, Comfort Stretch, Performance Stretch
o Waist size 26-58, Length size 29-40
• Colors
o Dark Wash, Medium Wash, Light Wash, Khaki, Black, Blue, Brown, Green,
Grey, White
• Retail Stores selling Levi’s
o Levi’s Stores and Outlets, Macy’s, Kohl’s, Sears, Amazon, JCPenny, Nordstrom
• Jean Price8
o The average price for a pair of jeans is $59.50-$69.50
o Levi’s jeans often go on sale for $43.00-$50.00
• Jean Promotions
o Levi’s offers few promotions for consumers
o Most promotions come from retailers in the form of a price cut
• Jean Seasonality
o Levi’s sees rise in jean sales during Fall.
 Jean sales often rise during “back to school” shopping.
 Consumers put shorts back into closets and grab jeans for the cold weather
 Many retail stores advertise “New Fall Arrivals”
• Levi’s Slogans9
• “Go Forth”
• “Levi’s. Original jean. Original people.”
• “Quality never goes out of style”
6
http://www.levi.com/
7
8
9
MBA Skool-Study.Learn.Share

8
Competitive Category
Levi’s faces competition from all companies that manufactures pants or shorts.
o Such as:
 Jeans, khakis, sweatpants, cargo shorts, flat-front shorts, athletic shorts
 Manufactures of these types of clothing drive customers away from Levi’s
and towards these alternative products.
A narrower view for Levi’s competitive category is:
o “Men’s Fashion – Casual Dress Pants/Shorts”
 While Levi’s faces threats from companies producing alternative and less
casual clothing such as shorts and sweatpants, they face more direct
competition from clothing in the same price range and fashion style.
 This category consists of higher quality and premium pants and shorts such
as:
• Denim, khakis, corduroys, and chinos
 The price range of this category is $40.00-$128.0010
 Clothing in this category is more fashionable and made for comfort rather
than formality
o While the clothing manufacturing industry has seen a decline, “domestically
produced jeans and suits” have seen a rise in sales and revenue.11
 This is mainly due to the consume belief that domestic denim and designer
denim is of a higher quality than imported fabrics.
Competitors
• Wrangler Jeans (Carpenter, Comfort, Cowboy, Retro, and Five Star)
• Lee Jeans (Modern, Dungarees, Premium Select)
• Diesel Pants, Short Pants, and Jeans
• Gap STRETCH 1969 Jeans
• Old Navy Jeans (Built-In-Flex, Premium)
• Tommy Hilfiger Jeans
• Calvin Klein Jeans & Designer Denim
• American Eagle Jeans
• A&F Jeans
10
http://www.kohls.com/
11
IBIS World

9
Three Main Competitors
• Wrangler Jeans
o Strength: Wrangler’s well defined
image of a “man’s jeans”
 This clothing company threatens Levi’s hold on the men’s jean market due
to the similarities in target audiences.
 Wrangler heavily targets adult male consumers aged 35 and above.
 The brand attaches the idea of a hardworking as well as “tough and rugged”
to their jeans and overall image.12
• Have Brett Favre and Dale Earnhardt Jr. as spokesmen13
o Weakness: With the heavy marketing toward blue collar workers the brand isolates
consumers in other industries.
 Consumers of Wrangler jeans have a median household income of
$58,903.14
• The brand fails to pull in consumers looking for higher quality jeans
and looking for brands that are perceived as higher class.
o Pricing: $18.97-$40.00 with a high concentration around $24.0015
• Lee Jeans
o Strength:
 Lee jeans’ low cost
 Lee threaten Levi’s hold on the men’s jean market due to the low cost of
their jeans.
 This cost may persuade lower income households and frugal spenders to
buy Lee jeans instead of Levi’s jeans.
o Weakness: Due to the low cost the Lee brand is seen has a cheaper quality jean
 The lower price tag may actually cause customers to push away from the
brand due to the assumption of lower quality, especially with those
consumers that are very brand-conscious.
o Pricing: $29.90-$46.0016
12
MBASkool
13
Mediapost
14
Simmons OneView
15
http://www.wrangler.com/
16
http://www.lee.com/

10
• Calvin Klein Jeans & Designer Denim
o Strength: Calvin Klein poses a threat in
youth demographics and upper class consumers
 With the popularity of Calvin Klein underwear and shirts, young adults may
feel compelled to purchase a brand of pants they see as more fashionable.
 Celebrities and other opinion leaders are often depicted wearing the Calvin
Klein brand.
o Weakness: Calvin Klein’s high price may deter many consumers.
 Many male consumers may not value jeans at the high price the Calvin
Klein brand sells for and may opt for cheaper and more affordable options
o Pricing: $49.50 - $128.00 with a high concentration around $98.0017
17
http://www.calvinklein.com/

11
SWOT
• Strengths
o Very strong brand identity
 Household name
 The Levi’s brand is one that has become synonymous with the idea of a
traditional American company. With roots back to 1853, it has become a
common and well established brand with almost every person in America,
young and old.
 The jeans Levi’s produce are known to be of high quality thanks to the
reputation of only using premium denim.
o Affordable and high quality product
 Levi’s is able to produce a fashionable and high quality product for an
affordable price for those in the middle class and upper class
 The company has found a perfect medium of price and quality, unlike their
competition who either fall into categories of either “inexpensive and
cheaply made” or “expensive and a premium product”
• Weaknesses
o No groundbreaking innovation in recent history
 While the Levi’s brand started with a unique patent, in recent history
innovation within the blue jeans industry has been hard to come by. Besides
from the occasional trend modern jeans all seem to blend together.
• Opportunities
o Growing opportunities in online shopping
 With the rise of cell phones and personal computers stores are seeing huge
increases in online shopping.
• With a few taps on a screen consumers can quickly and impulsively
purchase jeans from anywhere.
 “Mobile shopping sales doubled in the past two years, rising from $25
billion in 2012 to $53.4 billion in 2014”.18
o Increasing popularity of “American ideals” and American companies
18
Mintel

12
 There has been recent trend seen where opinion leaders are encouraging
consumers to buy products made in America.
 Consumers are buying quality products over mass produced foreign goods
and American companies have reputations of being a more expensive, but
higher quality product.
o Increasing popularity of casual dress
 Jeans in the workplace and out on the streets have become more adopted
 Rather than suits and khakis employees are seen wearing t-shirts and jeans
• Threats
o Increasing competition from “Store Brands”/ “Private Label Brands”
 Merchandisers have taken advantage of franchise branding by cutting out
the manufacture. By creating a house brand retail stores now can produce
clothing and other products at a cheaper cost and keep all of the revenue.
 Popular retail store clothing brands
• American Eagle, Abercrombie & Fitch, H&M
o H&M - $19.99-$39.9919
o American Eagle - $59.9520
 American Eagle often offers promotions such as buy
1 pair of jeans get the second 50% off.
o Abercrombie Jeans - $78.0021
 Chino Pants - $68.00
o Rise of alternative and substitute products
 While America has begun to dress more casually in the workplace, they also
dress more casually everywhere else.
• Teens and young adults go to class in athletic shorts and sweatpants,
making Levi’s have to work harder to get these consumers to buy
Levi’s jeans.
 Substitute products such as athletic shorts or cargo shorts can be bought at
a lower price.
19
http://www.hm.com/us/
20
https://www.ae.com
21
http://www.abercrombie.com

14
Men’s Jeans Share of Spending
• Calvin Klein has the majority share of spending in the men’s jeans category with
$38,412,000
• Levi’s hold the second highest stake with $29,383,000 spending
• Lee is third with $18,138,000 in spending
• Wrangler spends the least with $9,961,000
Share of Spending within each Medium
31%
10%
19%
40%
Overall SOS
Levi's
Wrangler
Lee
Calvin Klein

15
• Syndicated TV is not used by any brand
• Network Radio and Spot Radio is only
used by Lee
Network TV (000)
• Levi’s – $2,815.00
• Wrangler –$500.00
• Lee – $521.00
• Calvin Klein –$0.00
• Total - $3,836.00
Network TV SOS
Levi's Wrangler Lee Calvin Klein
Cable TV SOS
Cable TV (000)
• Levi’s – $3,103.00
• Wrangler – $400.00
• Lee – $2,110.00
• Calvin Klein – $10,435.00
• Total - $16,048.00
Spot TV SOS
Spot TV (000)
• Levi’s – $710.00
• Lee – $2,183.00
• Total - $5,728.00

16
Magazine SOS
Magazine (000)
• Levi’s – $19,589.00
• Wrangler – $5,734.00
• Lee – $4,675.00
• Total - $50,926.00

17
• Levi’s has a majority share of advertising in network TV, while Calvin Klein has the
majority share of advertising in cable TV
Internet SOS
Nat’l Newspaper (000)
• Levi’s – $0.00
• Lee – $710.00
• Total - $2,414.00
Outdoor SOS
Internet (000)
• Levi’s – $2,340.00
• Wrangler – $2,361.00
• Lee – $1,045.00
• Total - $6,877.00
National Newspaper SOS
Local Newspaper SOS
Nat’l Newspaper (000)
• Levi’s – $0.00
• Lee – $510.00
• Total - $1,764.00
Internet (000)
• Levi’s – $826.00
• Lee – $344.00
• Calvin Klein – $870.00
• Total - $2,261.00

18
Category’s Media Mix
Medium Total
Spending in
Medium (000)
Category’s
Overall
Media Mix
Network TV $3,836.00 4.00%
Cable TV $16,048.00 16.74%
Syndicated
TV
$0.00 0.00%
Spot TV $5,728.00 5.97%
Network
Radio
$2,735.00 2.85%
Spot Radio $3,305.00 3.45%
Magazines $50,926.00 53.11%
Nat'l Newsp $2,414.00 2.52%
Local Newsp $1,764.00 1.84%
Internet $6,877.00 7.17%
Outdoor $2,261.00 2.36%
Total $95,894.00 100.00%
• Most spending in the men’s jeans category is put in magazines and cable TV
• Very little is spent in radio and newspaper
• Advertising is focused on visual mediums
• Ads are placed in such a way that they reach large audiences, while spot advertising is
not utilized much

19
Wrangler Jeans for Men
Total Budget = $9,961.00 (000)
SOS= 10%
Wrangler Total Spending
Network TV Cable TV Syndicated TV Spot TV Network Radio Spot Radio
$500.00 $400.00 $0.00 $400.00 $0.00 $0.00
Magazines Nat'l Newsp Local Newsp Internet Outdoor
$5,734.00 $345.00 $0.00 $2,361.00 $221.00
Wrangler Media Mix
5.02% 4.02% 0.00% 4.02% 0.00% 0.00%
57.56% 3.46% 0.00% 23.70% 2.22%
• Wrangler follows the pattern in the overall category of spending most in magazines
• It seems Wrangler might be moving away from traditional media, as it is spending the
second most in Internet advertising
• Wrangler utilizes a continuity strategy when using ads with a flare up in December, most
likely around the holidays.
608 608 608 608 608 608 608 608 608
874 874
2741
0
500
1000
1500
2000
2500
3000
Wrangler Ad Spending (000)
Wrangler Ad Spending (000)

20
Lee Jeans for Men
Total Budget = $18,138.00 (000)
SOS = 19%
Lee Total Spending
Network TV Cable TV Syndicated TV Spot TV Network
Radio
Spot Radio
$521.00 $2,110.00 $0.00 $2,183.00 $2,735.00 $3,305.00
$4,675.00 $710.00 $510.00 $1,045.00 $344.00
Lee Media Mix
Network TV Cable TV Syndicated TV Spot TV Network
Radio
Spot Radio
2.87% 11.63% 0.00% 12.04% 15.08% 18.22%
25.77% 3.91% 2.81% 5.76% 1.90%
• Lee has a more balanced approach in advertising focusing on cable TV, spot TV, both
radios, and magazines.
• Lee is the only advertiser in radio and spends a total of $6,040,000 in order to secure that
advantage
• Lee utilizes a pulsing strategy
o They have continuous advertising, but have heavy periods in the fall and winter
87.1 87.1 87.1 87.1 87.1 87.1
321.1
2882.1
3212.1 3212.1
3822.1
4166.1
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Lee Ad Spending (000)

21
Calvin Klein Jeans for Men
Total Budget = $38,412.00 (000)
SOS = 40%
Calvin Klein Spending
$0.00 $10,435.00 $0.00 $2,435.00 $0.00 $0.00
$20,928.00 $1,359.00 $1,254.00 $1,131.00 $870.00
Calvin Klein Media Mix
0.00% 27.17% 0.00% 6.34% 0.00% 0.00%
54.48% 3.54% 3.26% 2.94% 2.26%
• Calvin Klein has the highest budget in the category and is able to spend $31,363,000 in
magazines and cable tv
• Calvin Klein follows in the pattern seen in the men’s jeans category with the majority of
their spending in magazines
• While Calvin Klein advertises in spot TV, they mainly focus on cable TV with
$10,435,000 in spending.
• Calvin Klein utilizes a flighting strategy
o They heavily advertise around fall and winter, with the most spending in
November, December, and January
7469
4770
0 0 0 0 0 0
5258
5970
7532 7413
0
1000
2000
3000
4000
5000
6000
7000
8000
Calvin Klein Ad Spending (000)

22
Opportunities for Levi’s
• For Levi’s there is an opportunity to capitalize on the low advertising among competitors
during the months of March, April, May June, and July.
• Levi’s could start spending in syndicated TV, being the only company to advertising in
this medium
• More research should be conducted to determine whether radio is a viable medium, Lee
is the sole advertiser and Levi’s could potentially invest in radio advertising

23
Demographics
Marking Objective: Maintain 90% of men already wearing Levi’s brand jeans, preventing them
from switching to competing brands in 2017.

24
Demographics
• As the marking objective states, the gender demographic for the Levi’s campaign are men.
Age Vertical % Index
18-24 15.5% 128
25-34 18.0% 104
35-44 18.8% 112
45-54 20.5% 112
55-64 15.6% 93
65+ 11.7% 63
• While the target is in every age group, the majority fall in the 18-49 age group
• Research cited later in the report align with an older and more mature audience
Race & Education
• White (70.8% Index 95)
• Black or African American (12.7% Index 105)
• Asian (5.2% Index 96)
• Households that are Hispanic make up a sizable amount of male Levi’s users (23.7% Index 141)
o Households that are Hispanic are 41% more likely to wear Levi’s than the general
population. (Index 141)
Education Vertical % Index
Graduated high school 33.0% 106
1-3 years of college 23.5% 106
Graduated college 14.4% 89
Graduate degree 8.9% 87
• They tend to have a moderate level of education
o While men who wear Levi’s jeans tend to be less likely than the general population to
have had a college education, they are more likely to have had graduated from high
school

25
Geography
States/Cities Vertical % Horizontal % Index
California 13.2% 11.8% 112
Washington DC 0.3% 39.4% 374
Georgia 3.6% 11.9% 113
Missouri 2.8% 14.3% 136
Montana 1.0% 23.0% 219
New York 6.8% 12.0% 114
New Mexico 1.0% 12.8% 122
Oklahoma 1.6% 17.4% 166
Pennsylvania 5.0% 11.3% 108
Texas 8.0% 10.3% 98
Washington 3.8% 13.8% 132
Wisconsin 4.1% 26.1% 248
• Those in Washington DC are much more likely to wear Levi’s Jeans
o Displays a small, but important market
• California, Texas, New York, Pennsylvania, and Wisconsin are the top 5 States where the target
lives.
South
34%
West
25%
Midwest
22%
Northeast
19%
• The target is spread across the
country, but has a bigger
concentration in the South
• 34.7% Live in South (Index 93)
• 24.7% Live in West (Index 109)
• 21.7% Live in Midwest (Index 100)
• 18.9% Live in Northeast (Index
104)

26
Demographic Lifestyles
Employment Status Vertical % Index
Employed Full Time 62.5% 128
Employed Part Time 8.9% 81
Not Employed 28.6% 72
Retired 12.6% 73
• The target is more likely to be employed full time than the general population
• Full Time employment is greater than part time employment and no employment combined.
o This points towards the target leaning towards an older age and a more established point
in their career.
Top Occupations Vertical
%
Horizontal
%
Index
MGMT/Business & Financial Operations 12.5% 13.8% 131
Production/Transport & Material
Moving
7.1% 23.3% 221
Professional/Technical Computers &
Mathematical
1.9% 16.2% 154
Architect & Engineering 5.1% 20.3% 193
Building & Ground –
Maintenance/Construction
23.5% 20.6% 195
• Maintenance and construction jobs employ the most men that wear Levi’s jeans
• The target is much more likely to hold a production, transport, or moving job than the general
population
o These fields correlate with the level of education completed by the majority of the target
• Management, business, and financial operations employ a respectable amount of the Levi’s jeans
audience

27
• Skews towards the income level within $40,000 – 99,999
• The range of income within the graph are important to take note of, because they contain
a bigger range as the incomes increase
o 20,000 – 39,999: difference of $19,999
o 40,000 – 59,999: difference of $19,999
o 60,000 – 74,999: difference of $14,999
o 100,000 – 149,999: difference of $49,999
• Even with the additional coverage, the lower incomes still have larger vertical
percentages
.
15.40%
18.40%
10.40%
14.40%
17.00%
10.50%
4.30%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
20,000 -
39,999
40,000 -
59,999
60,000 -
74,999
75,000 -
99,999
100,000 -
149,999
150,000 -
249,999
250,000 -
499,999
Vertical%
Household Income
Household Income

28
General Insights Vertical % Index
Live in a House 78.9% 102
Live in a Condo/Coop/Apartment 16.8% 94
Number of Children: None 62.9% 98
Number of Children: One – Three 34.4% 103
Number of Children: Four 1.7% 96
Number of Children: Five or More 1.0% 103
Have Served in Armed Forces 18.0% 166
Have Not Served in Armed Forces 78.0% 92
• The majority of men of wear Levi’s jeans do not have any children and live in a house
• Those that do have children are more likely to have one to three kids than the general population
• Levi’s has a small niche in consumers who have served in the armed forces.
Marital Status
• Most of those in the target audience are married
o This again points towards an older target that has an established home life
Married
52%
Never
Married
32%
Divorced
12%
Widowed
3%
Separated
1%
• Presently Married (51.9% Index 97)
• Never Married (32.5% Index 118)
• Divorced (11.6% Index 107)
• Widowed (2.7% Index 43)
• Separated (1.3% Index 70

29
Psychographics and Behaviors
Political Outlook Vertical % Index
Republican 24.0% 99
Democrat 32.5% 99
Independent 12.4% 106
Other 5.4% 87
• There is a divide among men that wear Levi’s jeans with a slight majority of wearers identifying
as a Democrat
Statements about clothing Vertical % Index
I stick with clothing styles that have
stood the test of time
70.2% 108
Comfort is the most important factor in
what clothes I buy
85.0% 105
I have a few favorite clothing brands
that I always stick with
65.5% 117
I dress to please myself 74.2% 99
Functionality is the most important
factor in what clothes I buy
60.6% 101
I like to keep up with the latest
fashions
21.6% 91
On several occasions I have surprised
myself by buying clothing Brands that I
normally don’t
24.0% 89
• Consumers of Levi’s jeans want functionality, comfort, and reliable clothing
• Those that wear Levi’s jeans are more likely than the general population to continue to purchase
their favorite brand of clothing
o Levi’s Jean wearers display brand loyalty when it comes to their purchasing decisions
• Fashion trends don’t control their spending habits

30
Lifestyle Statements Vertical % Index
I’m very happy with my life as it is 65.3% 103
I enjoy spending time with my family 79.7% 96
I prefer to spend a quiet evening at
home rather than to go out
60.6% 95
I do some sport/exercise at least once
a week
57.6% 109
It’s worth paying extra for quality
goods
63.6% 108
• Men that wear Levi’s jeans are those that are more family oriented
• They are satisfied with their lives and maintain a healthy lifestyle
• The target tends to be more active and they maintain a healthy lifestyle
• They are more likely to exercise multiple times per week than the general population
o None: Index 58
o 1: Index 94
o 2: Index 94
o 3 or 4: Index 117
o 5 or More: Index 107
0.30%
4.00%
9.50%
27.30%
12.30%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
None 1 2 3 or 4 5 or more
Number of Days Exercising per Week
Series 1

31
Leisure Activities Vertical % Index
Barbecuing 50.5% 128
Cooking 26.4% 75
Fantasy Sports Leagues 10.5% 183
Go Carting 6.6% 160
Going to
Bars/Nightclubs/Dancing
24.3% 117
Going to a Beach/Lake 38.25 100
Listening to Music 69.3% 104
Reading Books 38.9% 75
Tailgating 8.7% 142
Woodwork/Furniture
Refinishing
11.6% 134
• The target likes to be active and enjoys being outdoors (barbecuing, going to a beach, tailgating,
woodworking)
• Those that wear Levi’s enjoy going out to bars and listening to music, but also like to stay in to
read a book
• Levi’s wearers are more likely to participate in fantasy sports than the general population
o This points towards a target audience that enjoys sports

32
Sports Very Interested In Vertical % Index
NFL (Football) 46.4% 162
MLS (Soccer) 3.5% 205
MLB (Baseball) 23.4% 151
NBA (Basketball) 22.7% 207
NHL (Hockey) 10.0% 169
PGA (Golf) 8.4% 134
NASCAR 11.2% 165
College Football 28.5% 164
College Basketball 15.3% 158
• The target has a high interest in sports, more specifically they are interested in football and
basketball
• The target is more likely to enjoy sports more than the general population, especially with soccer
and basketball
Levi’s Consumers Overall
The target audience is made up of males who 35 – 54 years old. There are consumers in the
younger 18 – 34 age range, but the attitudes and trends of the consumers tends to point toward an older
and more mature target audience. They are mostly married and live in a house with their wife. They are
more likely to have 1-3 children than the general population, but the majority do not have any children.
The household incomes range from $40,000 - $99,999. This income range points towards consumers that
on the lower end are a few years into their years and on the higher end are well-established in their
careers.
Men who wear Levi’s jeans value comfort and functionality over what is considered fashionable.
They would rather continue wearing brands that have shown to be reliable in the past, rather than
purchase a brand or product that is the latest trend. While these men like to buy high quality products,
they aren’t willing to spend more than they can afford. The target is very interested in sports, especially
football and basketball. They like to maintain a healthy lifestyle and enjoy more active hobbies.

34
Magazines
News/Politics Entertainment Fashion & Health
• Levi’s consumers a more likely to read news/political magazines than the general population
o But news/political is the least read category
o They tend to read more science and business orientated news, rather than political or
general news
• This target focuses more on health and fitness magazines than style magazines
Science & Technology Business & Finance
Discover 140
Macworld 173
National Geographic 120
Natural History 164
PC Magazine 243
Popular Science 203
Scientific American 120
National Geographic
Traveler
135
• Men who wear Levi’s are interested in both business practices and the sciences
• This target is kept up to date on emerging businesses and emerging technology
Esquire 268
GQ 203
Men’s Fitness 231
Men’s Health 212
Muscle & Fitness 276
Latina Style 138
The Atlantic 139
New York Magazine 153
The New Yorker 142
Newsweek 132
Time 116
Wired 201
Forbes 204
Entertainment
Weekly
129
Game Informer 155
Details 248
MAD 215
Playboy 236
Rolling Stone 158
Maxim 200
Bloomberg Businessweek 240
Fortune 148
Consumer Reports 112
Kiplinger’s Personal
Finance
229
Money Magazine 194

35
Cars Sports
• Automotive and sport magazines are the two biggest categories for Levi’s wearers.
• Car Craft and ESPN The Magazine tend to be two of the most popular magazines among the
target
Outdoor Hobbies
• The target is more likely than the general population to enjoy more “hands on” activities and
hobbies
• Men who wear Levi’s tend to enjoy the outdoors and are more interested to learn about new
outdoor equipment they can purchase
Big Names to Avoid
• While magazines like People, US Weekly, and Vanity
Fair may be popular and high sellers on the newsstands,
they are not well-read by the target market
Automobile 231
Car and Driver 203
Car Craft 346
Motor Trend 254
Lowrider 242
Hot Rod 263
ESPN The Magazine 282
Golf Digest 149
Golf Magazine 194
Sports Illustrated 217
Bicycling 269
Boating 263
Field & Stream 240
North American Fisherman 259
Bassmaster 237
Petersen’s 4Wheel & Off-Road 257
Four Wheeler 387
Outside 232
Popular Photography 178
Popular Mechanics 191
Handy 241
The Family Handyman 166
American Rifleman 169
Guns & Ammo 214
People 49
US Weekly 44
Vanity Fair 85
Instyle 24
Vogue 35
Cosmopolitan 29
Health 73

36
Newspaper
• Front Page: 91 (Vertical 22.3%)
• General News: 100 (Vertical 21.6%)
• Like magazines the target market tends to be more likely than the general population to focus on
business and finance sections of the newspaper, as well as science and technology
• The audience also is more likely to read the sports section of the newspaper
Big 3
The New York Times: 109 (Vertical 3.2%)
USA Today: 121 (Vertical 5.9%)
The Wall Street Journal: 125 (Vertical 3.4%)
• The target audience is more likely to read the Wall Street Journal than the general population
• Overall the target market is more likely than the general population to read one of the “Big 3”
newspapers
Business /
Finance
Classified Comics Entertainment General News Front Page
Science &
Technology
Sports
Index 140 105 110 102 100 91 113 179
NEWSPAPER SECTIONS

37
Radio
Daypart
Mon – Fri Index Vertical
All 104 73.6%
Mid – 6AM 135 7.0%
6AM – 10 AM 115 54.2 %
10AM – 3PM 104 36.8%
3PM – 7PM 106 45.9%
7PM – Mid 113 20.5%
• The target is much more likely to be listening to radio between midnight and 6AM than the
general population
o Although they have a high Index at this point, this daypart does not reach the highest
number of the target market
• More than half the target is listening to radio Monday – Friday between 6AM – 10AM
Music Genres Other Radio Genres
• While “Ranchera” has a very high index, it only encompasses 0.3% of the target
• Rock music is the most popular genre among Levi’s wearers
• Following up from magazines, men who wear Levi’s also like sports industry and sports radio
Sat – Sun Index Vertical
All 101 51.1%
Mid – 6AM 131 6.2%
6AM – 10 AM 113 21.3%
10AM – 3PM 101 30.3%
3PM – 7PM 114 31.6%
7PM – Mid 98 16.6%
All Sports 215
Mexican 178
Talk 176
Tejano 152
Spanish 121
Ethnic 120
News/Talk 118
All News 113
Ranchera 388
Modern Rock 286
AOR (Incl Modern
Rock)
150
Classic Rock 141
Soft Contemporary 133
Urban Contemporary 130
Alternative 125
Classical 114

38
TV Stations
Movies/Series Sports
• ESPN and its family networks
are extremely popular with the
target
• The NFL Network is the most
popular sport network among
Levi’s wearers
• ESPN 168 (V: 35.8%) • ESPN Classic: 198 (V: 5.8%)
• ESPN2 171 (V: 21.6%) • ESPN News: 187 (V: 12.2%)
• Movie channels, especially more independent movies are popular with the target
News Science and Outdoors
Other
• A&E 110 (V:23.6%) – Network has a decent size percent of
the target market
• History: 133 (V: 35.7%) – Network has a large size percent of
the target market
• Comedy oriented networks tend to contain the target market
• Combined with information found in a previous section, there
seems to be a small amount of individuals in the target with military
experience
AMC 118
Cinemax 153
Encore 125
FX 131
HBO 119
IFC 175
The Movie Channel 111
Showtime 130
Starz 133
Sundance Channel 144
SYFY 130
TBS 124
TNT 126
USA Network 103
ESPN 168
ESPN2 171
ESPN Classic 198
ESPN News 187
The Golf Channel 117
NBC Sports
Network
180
MLB Network 127
NFL Network 187
NHL Network 153
Sportsman Channel 174
CNBC 109 9.9%
CNN 104 17.5%
FOX News
Channel
111 19.7%
MSNBC 109 10.9%
Discovery Channel 146
DIY 120
National Geographic Channel 143
National Geographic Wild 139
Outdoor Channel 200
Science 181
A&E 110
Adult Swim 134
BBC America 115
BET 119
Biography Channel 131
Comedy Central 136
History 133
Military Channel 163
MTV 112
MTV2 172
Nuvo TV 144
Spike 201
VH1 Classic 143

39
TV Programs
Entertainment and Comedy Drama
American Dad 149
The Big Bang Theory 113
Bob’s Burgers 124
Brooklyn Nine-Nine 140
Community 154
Family Guy 158
Futurama 137
The Goldbergs 127
Just Shoot Me! 178
Mixology 135
Rules of Engagement 114
Seinfeld 159
The Simpsons 181
• The Big Bang Theory 113 (V: 22.1%), Family Guy 158 (V: 14.9%)
• The target is much more likely to watch animated comedies than the general population
• Men who wear Levi’s like their CW TV shows
o With the introduction of shows connected to “Arrow” such as “The Flash” and “Legends
of Tomorrow”, CW may be even more popular among the target
News and Political Sport and Automotive
Dateline 110
Frontline 128
Rock Center with Brian
Williams
136
The Wall Street Journal
Report
125
• Sports and automotive programs are popular among the target, following the trend seen
in with magazines
Science and Outdoors Other
Beakman’s World 203
Born to Explore 233
Expedition 143
Jack Hanna’s Into the
Wild
141
Nova 144
Nova Science Now 156
Arrow (The CW) 188
Beauty and The Beast (The CW) 188
Burn Notice 114
The Dead Zone 147
Dracula 117
Marvel’s Agents of S.H.I.E.L.D. 109
Nikita (The CW) 115
Supernatural (The CW) 124
ABC Saturday Night College
Football
170
All in with Laila Ali 127
Fox Sports Saturday 187
Motorweek 214
NBC Alliance of Action Sport 128
Whacked out Sports 157
ABC Saturday Movie 136
American Experience 141
Ask This OId House 170
Austin City Limits 153
History Detectives 162
Hometime 178
Oh Sit!(The CW) 186

40
Daypart TV
• Early Fringe Cumulative (4PM – 7:30PM)
o – 96 (V 59.4%)
• Late Fringe Cumulative (11PM – 1AM)
o – 99 (V 31.8%)
• Daytime M-F (10AM – 4PM)
o – 79 (V 29.8%)
• The target tends to watch more TV on the weekends, rather than Monday – Friday
• Men who wear Levi’s are more likely to be watching TV between 11PM and 1AM than the
general population
o Early Morning and Late Night are good times to reach the audience
• More than half the target watches TV during Early Fringe
Mon – Fri Index
Mightnight – 1AM 106
2AM – 5AM 63
6AM – 9AM 89
10AM – 1PM 74
1PM – 4PM 77
4PM – 5PM 89
5PM – 7:30PM 97
7:30PM – 8Pm 96
8PM – 11PM 97
11PM – Midnight 101
Saturday Index
Midnight – 1AM 115
1AM – 7AM 100
7AM – 10AM 104
10AM – 1PM 103
1PM – 4PM 87
4PM – 7PM 103
8PM – 11PM 101
Sunday Index
Midnight – 1AM 111
1AM – 7AM 72
7AM – 10AM 116
10AM – 1PM 116
1PM – 4PM 103
4PM – 7PM 100
7PM – 11PM 109

41
Internet Sites
Entertainment Sports News
• The target market is more likely than the general population to visit sport focused
websites
o ESPN: 200 (V: 20.4%)
o 12.9% of the target visit NFL.com
• While CWTV was not popular at the time of this study, with the emergence of streaming
and the popularity of the CW shows among the audience there may be an increase of
usage among the target
Shopping Weather Other
• Amazon: 91 (V: 32.3%)
• Best Buy: 125 (V: 14.5%)
• Craigslist: 122 (V: 27.4%)
• EBay: 127 (V: 26.1%)
Search Engines: Social Media: Social Media: 99 (V: 69.4%)
Bing: 118 (V: 11%) Myspace: 135
Google: 96 (V: 44.4%) Pinterest: 25
Yahoo: 95 (V: 28.2%) Twitter: 88
Streaming
• There is a high percent of the target using streaming sites
• Target is more likely to use Hulu than the general population
Index Vertical
MLB 168
NASCAR 158 4.2%
NBA 271 8.1%
NFL 223 12.9%
NHL 183 3.3%
PGATour 142 2.2%
UFC 162
CBS 91
CBSSports 161
CWTV 91
EA 145
ESPN 200
Fox 115
FoxSports 166
Gamespot 173
MovieFone 136
NBC 84
TMZ 117
BBC 98
CNET 171
CNN 87
FoxNews 117
LATimes 157
MSN 114
NBCNews 122
NYTimes 131
Time 123
USAToday 99
WashingtonPost 108
WallStreetJournal 148
Amazon 91
Apple 112
Autotrader 176
BestBuy 125
Craigslist 122
EBay 127
HP 141
Dell 100
Index Vertical
ACCUWeather 115 14.5%
Weather 103 20.2%
Att 108
Cars 179
Classmates 125
ConsumerReports 110
Edmunds 205
Eharmony 131
KelleyBlueBook 150
Monster 143
PayPal 100
Hulu 124 20.4%
Netflix 100 15.7%
Pandora 109 16.9%

43
Media Objectives
Media Budget: $42,000,000

44
Target: To reach M18-49 current consumers of Levi’s brand jeans with a HHI of <$40,000
• The Marketing objective is to maintain 90% of men wearing Levi’s brand jeans so the
best way to do that is to target the largest demographic groups
• Wears of Levi’s jeans range from all age groups, with the majority falling in-between the
target range
• The vast majority of Levi’s users fall between a HHI of $40,000 - $90,000
Geography: To provide nationwide support with a heavy-up in top ten markets for men, as
well as in California, Montana, Wisconsin, and Washington
• Based on the research cited previously these markets are more likely to be wearing Levi’s
Jeans and either have high horizontal percentages (Wisconsin, Montana) or vertical
percentages (California)
o Jeans are more likely to be worn in the Northern and colder states
o Levi’s has its headquarters in California and heavily advertises in the area,
including its brand name attach to Levi’s Stadium
Seasonality/Scheduling: To provide pulsing support year round, with heavy-up months in
January, August, September, and December
• Utilizing the pulsing method allows for Levi to save their budget for the end of summer,
beginning of fall, and holiday months
o These months have the highest amount of consumers buying jeans
Plan Performance: To reach 75-80% of M18-49 an average of 2.5 times per month
nationally for a total of 190 TRPs nationally and 3.0 time per month in heavy-up markets, for a
total of 240 TRPS in heavy-up markets
• In order to maintain 90% of current men users a high reach is necessary
o Levi’s is a well-established brand so optimizing reach is beneficial
• Levi’s has a high market share and its ad message is easily understood making a lower
frequency appropriate.
Ostrow Method
Start: 3.0
Market Factors: (-0.2), (-0.2), (-0.1), (-0.2), (-0.1), (+0.2), (+0.2), (+0.1) = 2.7
Media Factors: (+0.2), (+0.2), (+0.1), (-0.2), (-0.1), (-0.1) = 2.8
Copy Factors: (-0.2), (+0.2), (-0.2), (+0.2), (-0.2), (-0.1) = 2.5

46
TV
TV will be heavily used in this media plan due the opportunity to fully use sight, color, and
motion. Levi’s jeans are meant to be seen in action and only television truly can capture this
sensation.
• TV – Late Night/Late News
o This includes major broadcast networks: ABC, CBS, NBC, CW, and FOX
 The target watches programs on FOX (Family Guy, Simpsons)
 They also watch shows on CW (Arrow, Supernatural)
o Late Night is the best daypart for the target
 11PM-Midnight has the highest index
o Late Night is a key daypart in reaching young male adults
• Sports
o Levi’s wearers are big fans of all sports, they heavily watch the NFL, NBA, and
MLB making this media necessary
o The category is about average in all index numbers, so any sport that is on will
attract men who wear Levi’s
• Cable
o Early Fringe
 This includes more than half of Levi’s target
o Late Fringe
 This daypart includes a large 31.8% of Levi’s wearers
o Using Cable allows Levi’s to utilize a more targeted mass medium
Radio
Only one daypart will be used in radio, but the morning drive daypart reaches more than half of
the target. Using radio also allows Levi’s to target a specific audience and it is a good way to
reach ethnic groups that are wearing Levi’s jeans
• Morning Drive: 6AM – 10AM

47
Magazines
Levi’s and the brand’s competitors have heavily relied on magazines in past media plans, making
advertising in this medium extremely cluttered. Therefore, in this media plan a little less
spending will be given to this medium and allocated to other underutilized media. Magazines
will still be heavily used due to their nature of requiring more involvement from readers and
benefit of having long issue lives.
• Men’s
• General Interest
o While men’s magazines are a basic requirement for Levi’s target, general interest
magazines focusing on the sciences and on business reach large portions of the
target
Digital
Internet advertising will act as a more personal medium in this media plan. Social media and
video streaming networks will allow for users to have more personalized and dynamic
interactions with the Levi’s brand. Not only does digital allow for a large reach, but Levi’s will
be able to have very accurate measurements their targets geographic locations as well as their
lifestyle habits.
• Targeted Sites/Ad Networks
• Video Networks
• Social

48
Seasonality
The Levi’s media plan utilizes a pulsing advertising schedule. There will be continuous
advertising all year round and will have heavier advertising in four months, while also
decreasing the amount of advertising in three specific months.
• Heavy Up Months:
 January, August, September, December
o Heavy Up will be used in order to capture consumer attention during months with
uptake in Levi’s Jeans purchases
o January & December have more purchases due to the cold weather and holidays
o August and September are used to advertise to back to school shoppers and those
preparing for the colder months
 This also represents a new fashion season
• Lighter Advertising Months:
 May, June, July
o Due to consumers purchasing less denim in the warm summer months, Levi’s will
advertise less in these three months
o Levi’s jeans are purchased year round, so they will continue to advertise in the
summer months, but will allocate less of the budget
• Standard Advertising Months:
 February, March, April, October, November

49
Media Plan Summary
Medium Total Spending in
Medium (000)
Overall Media Mix
Network TV $8,297.30 19.77%
Cable TV $4,063.90 9.68%
Spot TV $12,951.8 30.86%
Network Radio $956.00 2.28%
Spot Radio $1,895.00 4.51%
Magazines $9,319.20 22.20%
Digital $4,488.20 10.69%
Media Mix
Network TV Cable TV Spot TV Network Radio Spot Radio Magazines Digital

50
CPMs
TV
Network Cable Late Night – 38.23
Network TV Sports – 37.23
Network Cable Early Fringe – 13.99
Network Cable Late Fringe – 12.00
Radio
Spot Radio Morning Drive – 33.52
Network Radio Morning Drive – 4.13
Digital
Digital National – 13.07
Non – Heavy Up Cities During Months: February, Mar, Apr, Oct, Nov
Reach: 2.6 Frequency: 76.2 TRPS: 196
Non – Heavy Up Cities During Light Months: May, Jun, Jul
Reach: 2.6 Frequency: 75 TRPS: 192
Non – Heavy Up Cities During Heavy Up Months: Jan, Sep, Aug, Dec
Heavy Up Cities During Months: February, Mar, Apr, Oct, Nov
Heavy Up Cities During Light Months: May, Jun, Jul
Heavy Up Cities During Heavy Up Months: Jan, Sep, Aug, Dec
Spot TV Early Fringe – 112.59
Spot TV Late Fringe – 64.76
Spot Cable – 51.72
• While spot has large CPMs, they allow
for a higher reach in heavy-up markets,
which are key locations for Levi’s when
it comes to advertising
Magazines
Men Magazines – 15.61
General Interest Magazines – 23.49

51
Spot Markets
• Albuquerque, Atlanta, Billings-Hardin (MT), Boston, Butte (MT), Chicago, Dallas-FT.
Worth, Houston, La Crosse-Eau Claire (WI), Los Angeles, Madison, Marquette (WI),
Milwaukee, New York, Philadelphia, San Francisco, Seattle-Tacoma, Washington DC,
Wausau-Rhinelander (WI), Yakima (WA)
• Heavy Up in top ten markets for men, in addition to in California, Montana, Washington,
and Wisconsin
Creative Units
• TV commercial length: 30 seconds
• Magazine ad size: Full Page Four Color
• Internet ad units:
o Targeted Sites/Ad Networks: 20,000 (000)
o Video Networks: 14,000 (000)
o Social: 15,000 (000)
• National Radio commercial length: 30 seconds
• Spot Radio commercial length: 60 seconds
o Longer exposure for targeted markets

53
References
1. Levi Straus & Co. Our Story. Retrieved September 20, 2016 from
http://www.levistrauss.com/our-story
2. Smith, D. (2014, Nov). Jeans – US – November 2014. Retrieved from Mintel Academic database.
3. Levi Straus & Co. Our Story. Retrieved September 20, 2016 from
http://www.levistrauss.com/our-story
4. The Associated Press. (2013, May). Levi’s lands naming rights for new 49ers stadium. New York
Daily News. Retrieved from http://www.nydailynews.com/sports/football/levi-lands-naming-
rights-new-49ers-stadium-article-1.1338511
5. Jessop, A. (2014, Oct). Levi’s Gains Value Beyond Naming Rights In Its Partnership With The
San Francisco 49ers. Forbes. Retrieved from
http://www.forbes.com/sites/aliciajessop/2014/10/19/levis-gains-value-beyond-naming-rights-in-
its-partnership-with-the-san-francisco-49ers/#5b57d9d92c16
6. Levi’s. Men’s Jeans. Retrieved September 21, 2016 from
http://www.levi.com/US/en_US/category/men/jeans
9. MBA Skool. Levi Strauss & Co (Levi’s) SWOT Analysis, USP & Competitors. Retrieved
September 21, 2016 from http://www.mbaskool.com/brandguide/lifestyle-and-retail/2436-levi-
strauss-a-co-levis.html
10. Kohl’s. Men’s Jeans. Retrieved September 20, 2016 from http://www.kohls.com
11. DeCarlo, J. (2016, July). IBISWorld report 31522: Men’s & Boys’ Apparel Manufacturing in the
US. Retrieved from IBISWorld database.
12. MBA Skool. Wrangler SWOT Analysis, USP & Competitors. Retrieved September 21, 2016
from http://www.mbaskool.com/brandguide/lifestyle-and-retail/3813-wrangler.html
13. Mahoney, S. (2014, July). Wrangler’s Red Targets Millennial Men. Media Post. Retrieved from
http://www.mediapost.com/publications/article/227707/wranglers-red-targets-millennial-
men.html
14. Simmons Research LLC. (2012). Spring 2012 NCS adult study 12-month
[Demographic+Profile]. Retrieved September 20, 2016 from Simmons OneView database.
15. Wrangler. Men’s Jeans. Retrieved September 21, 2016 from http://www.wrangler.com/
16. Lee. Men’s Jeans. Retrieved September 21, 2016 from http://www.lee.com/
17. Calvin Klein. Men’s Jeans. Retrieved September 21, 2016 from http://www.calvinklein.com/
18. Smith, D. (2014, Nov). Jeans – US – November 2014. Retrieved from Mintel Academic database.
19. H&M. Men’s Jeans. Retrieved September 21, 2016 from http://www.hm.com/us/
20. American Eagle. Men’s Jeans. Retrieved September 21, 2016 from https://www.ae.com
21. Abercrombie & Fitch. Men’s Jeans. Retrieved September 21, 2016 from
http://www.abercrombie.com

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