Integrated Marketing Communications (Part I)

Week # 11: Integrated Marketing Communications

Levi's adopted brand extension strategy and branched out to introduce Levi's Dockers in 1986 where diversification was built on the trend to smart office wear. Levi's executives pioneered on the concept of "casual friday" and had since managed to establish a leadership position in casual fashion.

Marketing communication is the final and most flexible element of the marketing mix. Through marketing communication firms attempt to inform, persuade and remind customers directly or indirectly about the brands that they sell. We can say that marketing communication represent the voice of the brand and the connection to build relationships with the consumers.

Levi's Dockers has established a leadership position in casual fashion. It was created as the new pants for men as more formal than jeans. The real intention behind this new creation of Levi's Dockers was to satisfy an unfulfilled need in the men's pants market and to appeal to the baby boomers' fashion demands.

In an effort to establish Levi's Dockers new casuals line, Levi's jeans executives identify their key target distribution channel by concentrating distribution in department stores and chains where its majority target consumers of 25 to 49 years old men did their shopping and where one-third of all slacks were sold.