Advertising Strategy of Levi Strauss

Levi Strauss is an international company which has seen its business expand during the last half of the twentieth century. Although the company is best known for the jeans and denim products that it produces, it has been successfully in adding various other clothing lines. The company is organized along regional lines; thus, there is Levi Strauss USA, serving the United States, and Levi Strauss International. Levi Strauss International is further broken down into the Western European Group (which serves northern Europe as well as continental Europe) and the Other International Group (which serves Canada, Latin America and Asia and the Pacific). Eastern European activitie

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is approach is that the company may end up with vastly different advertising campaigns in different countries. While this is not a problem in large countries such as the United States or Canada, it can cause some problems in smaller nations where citizens might see the advertising for the company in several different nations. This is a problem that the company has already experienced in its Latin American market. Lacking a single cohesive strategy for Latin America, the company is in the awkward position of having multiple campaigns which appear to promote different products from different companies. The primary advantage to having campaigns created locally without company control is similar to that of using corporate control but local advertising agencies: the company is able to take advantage of the expertise of the advertising agency in the nation in which the ad is being run. This technique worked well in Japan, where the company was able to capture a greater share of the market when it promoted its products as essentially "more American" than the competition. Using a local advertising agency makes this possible since they are likely to have a strong understanding of the reasons that consumers are interested in products
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Approximate Word count = 1482
Approximate Pages = 6 (250 words per page)