ct of making the employees more likely to stay with the company (as nobody wants to miss a year’s salary). Over the years, Levi Strauss has offered various incentives to its employees, including generous stock ownership and redemption plans, as well as innovative benefit packages: in 1992, the company became the first Fortune 500 company to offer full medical benefits to all unmarried partners of its employees.Dockers has similar marketing strategies to Levi’s, partly because they are owned by Levi Strauss & Co.. They too have specialized Dockers outlets in which you can buy any Dockers article that you can possibly desire, as well as get the right kind of assistance.Although they are not as widely spread as in Levi’s, but Dockers as well encourages casual wear for their employees. A reason for Dockers being a little less excited about this approach is that the age group they aim at, is slightly older than the one for Levi’s and also because their image is rather classy.PROMOTIONModern marketing is not only about the product, pricing it and making it available to target customers. Companies must also communicate with their customers, and understand them. A company total marketing communications program is called the promotion-mix -Advertising: any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor. -Personal selling: oral presentation and conversation with one or more prospective purchasers for the purpose of making sales. -Sales promotion: short-term incentives to encourage the purchase or sale of a product or service. -Public relations: building good relations with the company various publics by obtaining favorable publicity, building up a good “corporate image”, and handling or heading off unfavorable rumors, stories and events. The Levi Strauss company starts like others company wi...
