Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: RETAIN CUSTOMERS
CHOICE 2 SEGMENTS: TARGETED COMPETITOR SEGMENT / STANDARD LEADER PRICE AGAINST ESTABLISHED STANDARD LEADER / AGAINST A SMALLER STANDARD LEADER
CHOICE 3 COMPONENT: CHANGE THE BENEFIT PACKAGE
| No. | SIC | Year | Notes |
| 1 | 2399 | 2004 | Levi Strauss, once an iconic brand for youth worldwide, is seeking to reverse a long slide by going down market. Launched last July in Wal-Mart Stores Inc., Levi's Signature line of jeans for men, women, and teens, is priced at only $10 to $23 a pair. That is as little as half the price of the familiar 505 and 501 pants that are part of Levi's core Red Tab line. Levi Strauss has since rolled out Signature in Target Corp.'s 1,400 discount stores as well. |
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