Marketing Levi Strauss Jeans in Eastern Europe

This research examines the marketing of Levi Strauss jeans in Eastern Europe. Where practical, the focus within the Eastern European region is placed on Russia and the states of the former Yugoslav federation. The results of this research are presented in seven discussions. These discussions cover company background, market definition, product image, the counterfeiting issue, the Levi Strauss strategy to combat counterfeiting, financial losses attributable to product counterfeiting, and Levi Strauss distribution channels in Eastern Europe.

The Levi Strauss Company, based in the United States, is a global marketer and a global producer of wearing apparel products. The company is pursuing two major objectives with respect to its global marketing effort. First, the company seeks to establish a base market share in each national or regional market for the company's existing products to serve as a launch pad for product diversification in each of the various markets national or regional markets. Second, Levi Strauss seeks to develop a self-sufficiency in each of the national or regional markets to minimize problems associated with long supply lines and import/export factors. Levi Strauss markets its products in 70 different countries and produces its products in 25 separate countries. Thus, diversity is a major characteristic of both the company's target markets and its production and distribution environments. This divers

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oducts are marketed legally, as well as employing firms to track down counterfeiters. The company operates production facilities in the United States and in foreign countries. The company's "Levi" label is registered as a trademark in more than 150 countries. Levi Strauss, in 1996, acted aggressively to protect its design features (stitches and tab labels) against both counterfeiters and prominent names in the jeans field. The campaign is a part of the reorganized in-house brand-protection organization at Levi Strauss. The in-house agency is controlled from the company's San Francisco headquarters but also operates from offices located in Brussels and Singapore. They have recently been beefed up to attack infringement and counterfeit problems. Although the high price of Levi jeans is one of the reasons for the success of counterfeit Levi jeans in Eastern Europe, the company stated that it will not lower prices in the region to combat the problem. Levi Strauss follows the same anti counterfeiting strategies in all global markets. No special strategies are applied in either Russia or the former states of the Yugoslav federation. Financial Losses Attributable to Counterfeiting Across Western Europe, losses resulting fro

Category: Foreign - M