Red bull case study

...

- Accessibility

- Convenience

- Variety

- Quality

- Fitting jeans

The points of parity and the points of difference change according to the trends, the tendency, the fashion in general. They also change according to customer demand. Clients are one of the keys to the success of a company. Yes, they have changed over the time to give to customers a better quality and and price ratio.

- Imagine that you are now members of the Levi Strauss & Co. marketing team and have just been named to head up the Dockers brand. What would be your priorities? What strategies could be developed with this brand to align it with your customer of the future ?

My priorities would be based on the company's stability and earnings, while taking into account both trend and competition. Also, if I have the opportunity to be member of the Levi Strauss & Co. Marketing team I would perform some tasks that are paramount and prioritiy ;

- Define the marketing initatives for the Dockers.

- Conduct extensive marketing research to assess the image of Dockers among different market segments.

- Analyze the possibilities of extending the brand, especially using a sub-brands in order to attract new customers, while keeping the brand relevant.

- Protect the core brand

- Expand product range

- Give to the feminine gender more importance and do not neglect the other gender.

- Act like a start-up and try to do another segmentation to know what needs to be changed.

The strategy that we can develop is to align the brand of Dockers with all the other brand of the same category. Revisiting its action plan, and reviewing these priorities in terms of targeting, positioning, and price quality.

PLEASE NOTE: You are not required to hand in an individually written assignment, but it is strongly recommended that you create a set of notes or use this document for yourself to use as a basis of discussion for answering each question within the context of a team setting. During the class period, each team will have a limited amount of time to discuss the questions, briefly summarize in writing during the class period collective thoughts, findings, and opinions, etc. before sharing / presenting their findings with the entire class. Each team will hand in a summary of their work (for credit) at the end of the class period.

If for some reason you are absent from class on case days, you have a week to submit your individual written copy of the assignment in order to receive grade credit.

[pic 1]