Marketing plan for launch of Sportswear Brand

LOGO

MARKET SIZE AND OPPORTUNITY

• Estimated Organised Indian footwear market Rs10000 crs.

• Growing at the rate of 400% per annum.

• Sports wear market was around Rs.2000 crs in

(06-07).

• Current leader – Reebok – 51% market share

* Source INDO-ITALIAN chamber of Commerce and Industry

PRODUCT MIXPRODUCT MIX

FOOTWEAR APPARELSEQUIPMEN

TACCESSORI

ES

FOOTWEAR APPAREL EQUIPMENTS ACCESSORIES

Athletics Long Sleeve Tops Eye Wear Belts

Casuals Short Sleeve Tops Time Wear Head Wear

Sandals Tees Carry Gear Towels

Boots Polo’s Safety Gear Wrist Band

Spikes/Cleats Jersey’s Gloves Scarves

Shorts Balls Socks

Track Pants Water Bottles Golf Accessories

Sweaters Bats Swim Accessories

Swim Wears Umbrella’s

PRODUCTS

FOOTWEAR

APPAREL

ACCESSORIES

ACCESSORIES

“Self Cleaning” Apparels

Self cleaning apparels will be our USP over our competitors

SEGMENTATION

Males & Females

Athletes & Casual

BASIS OF SEGMENTATION

Demographic

Age – 5 to 40

Income – SEC A & SEC B

TARGET

Target Age Group

• 10 To 25 Years – To create a brand loyal base

Lifestyle

• Gym goers• Athletes, Sportsmen• Casual Trend conscious people

POSITIONING

Redefining Sports

PRICING – THE MAIN AIM

PRICING – THE MAIN AIM CONTD’

PERCEPTUAL MAPPING

CAMPUS

ACTION

SPRINT ADIDASNIKE

REEBOK

POWER

PRICE

QUALITY

PLACE

Manufacturing unit in China

Warehouse in Kolkata

Warehouse in Mumbai

Retail Outlets

Warehouse in Delhi

Retail Outlets

Warehouse in Bangalore

Retail Outlets

Warehouse in Chennai

Retail Outlets

OUR PRESENCE

Presence of franchisee

At all major retail malls in 5 metro cities

PROMOTIONTV ads

• 1st month after launch on all channels at prime time• After this selected channels and sports channel at prime time• It will be followed by only sports channel and 21st generation type channel like – MTV, Channel V, Star One, Etc.

Press ads - TOI,DNA & MID-DAY• 1st month half to full page ad in the sports column• After that ads on selected 4 days of week in the sports column

Hoardings

• Bandra, Dadar, highway, phoenix, Inorbit, Lokhandwala, - few examples

Sponsor local sporting bodies

• E.G. Indian Premier League

Sponsor inter/intra school and college sport events

• Have stalls for promoting the brand

Conducting special promotion events

News paper ad

This is one sample of our hoardings

SWOT Analysis

WEEKNESS

Competition is stiff

Lack of Brand recognition

The retail sector is very price sensitive

Income of the business is still heavily dependent upon its share of the footwear market

Contract manufacturing of shoes to low-wage factories in China makes us susceptible to laws, natural disasters, and economic condition

STRENGHTS

Wide range of products

Large advertising budget.

Contract manufacturing of shoes to low-wage factories in China.

We have an on-line store

Investment in R & D

Increase in population of middle income group.

THREATS

Loss of young consumer to sandals and boots.

Huge unorganized market for sports shoes.

The market for sports shoes and garments is very competitive.

There is tough competition from international players such as Nike Reebok and Adidas

OPPURTUNITIES

Product Diversification

Increase our national presence by expanding our services to other cities

Increase marketing to the female consumer.

Increase manufacturing of products that the new generation is interested, specifically boots and sandals

Thank You !!!