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This presentation summarizes How should Topshop enter the Indian market. It complies all the ideas, the marketing strategies, the target consumers etc of Topshop in the Indian market.
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HOW SHOULD TOPSHOP LAUNCH ITS BRAND IN INDIA?
The Them
e Behind the AD
campaign
BREAKFAST at TOPSHOP
INSPIRATION OF THE THEME:
• Movie: Breakfast at Tiffany’s•Audrey Hepburn’s styles in her movies of the 60s•Vintage fashion- style of the 60’s•Chanels collection fall 2008/09-Stars
Breakfast at Tiffany’s
http://www.youtube.com/watch?v=urQVzgEO_w8
TIFFANY & CoTiffany's, the jewellery store for which the movie
is named, plays an important part in the life of Holly Golightly. It is the only thing that can cure
her of the "mean reds",that is described by her as a state of anxiety that is worse than just fear.
TOPSHOP
• Aims at doing the same as Tiffany’s.
•Create a world of fairy-tale
• Substitute the customers displeasure with
temptation and desire of looking good.
World of temptation and pleasur
es!!
A fairy tale
experience!!!
!!
EXAMS!!!!!
KIDS!!!!!
BREAK UPS!!!
DIVORCE!
RESPONSIBILITIES!!!
Why The Theme?
80%
20%
Do you consider shopping as a form of entertainment?
YESNO
48%
28%
20%4%
Do you consider shopping as a form of entertainment?
entertainmentattractive VMFestivityMusic
When Mango Entered India
• Newspapers, magazines and banners
• India: young market with few choices
• Hype through word of mouth
When French connection Entered
India • Entered in 2007
• Publicity through: Lakme fashion week
Breakfast at TOPSHOP
When Topshop enters India
Breakfast at TOPSHOP
VISUAL MERCHANDISING
• Use Audrey Hepburn’s style
• TV in the sitting area and cafe showing Audrey Hepburn’s
movies and videos.
• Powder Room- Vintage make up
http://www.youtube.com/watch?v=9HLULsVQrN0&feature=fvw
The Powder Room
The Advertise
ments
THE STYLE TOPSHOP WILL GET TO INDIA
Age of the 60’s
Today’s age
FASHION CAPITALS: Fashion innovators
FASHION FOLLOWERS
In 2006
INDIA UK
In 2008
INDIA UK
What's next?
WHY AUDREY HEPBURN?
84%
16%
Have you heard of Audrey Hepburn?
YESNO
60%
24%
16%
Do you like her styles in her movies?
YESNODONT KNOW
The Vintage
Collection
The Holly’s Collection
ADVERTISING IN INDIA
MEDIUM OF ADVERTISING
• Magazines• News paper
• TV• Radios
WEAK
STRONGEFFECTIVENESS OF MAGAZINES
STRONG
WEAK
EFFECTIVENESS OF radios
•
•Considered a weak medium to advertise- NO VISUAL
• 76% customers have chauffer driven cars
• 88% customers listen to radios in the car
• Pay attention to the radio ads
• Promotional deals should be advertised
STRONG
WEAK
EFFECTIVENESS OF tv
•Value retailers advertise on TV: advertise their pricing
• High-street retailers don’t advertise on TV
• TV ads are short
• TV ads: show the product and its usage- High street brands can not do that.
• Scope of selective attention is less
•Mind is easily diverted and hence ad forgotten
WEAK
STRONGEFFECTIVENESS
OF newspaper
• Promotion: covers social scenes on Page 3
• 96% of the target market reads this news paper.
•100% of the young market, 14-25 years, are regular
with this newspaper.
WEAK
STRONGEFFECTIVENESS
OF banners
• 76% target customers have chauffer driven cars
• Probability to notice ad on the road: HIGH
•AD stimulates desire- selective attention
• Easily reachable as the customer is already outside
Topshop’s innovative Advertising
NEVER BEEN DONE
BEFORE
TOPSHOP
Breakfast at TOPSHOP
Breakfast at TOPSHOP
The PR eventWill you join us to
have Breakfast at
Topshop?
The goody bag
Counterfeiting• Imitation of clothes
• Illegal as it infringes trademarks, IPR etc.
• India: cheap tailors available
• Easy to copy designs and sell them cheaper
• Many small boutiques: unorganized retail sector
Counterfeiting- is it a
threat?•
• Not a very big threat to the high street retailers
• High street retailers: FAST FASHION
• High street retailers: contemporary and missy fashion
• Topshop: new stock out in three weeks
•Gives the boutiques small time to copy the stock- small scale operation
• Customers not sure where to buy the counterfeited garments, and weather it will be copied
Indian consumer
AGE 16-35 years
LEVEL OF EDUCATION Well educated
SEX Female
SOCIAL CLASS Upper middle class
TYPE OF RESIDENCE Owner of Houses
MARITAL STATUS Single/Married
Target Customer
14-24•Shopping is a form of entertainment- 100%
• Have their own car in Delhi- 56%
• Chauffer driven cars- 92%
• Listen to radio in car- 92%
• Gets influenced by looking at ads to visit the store- 96%
• Brand Conscious- 52%
• Chose quantity over quality
• Compromise on quality over price
24-35• Shopping is a form of entertainment- 60%
• Have their own car in Delhi- 96%
• Chauffer driven cars- 76%
• Listen to radio in car- 84%
• Gets influenced by looking at ads to visit the store- 92%
• Brand Conscious- 68%
• Chose quantity over quality
• Compromise on price over quality
Priority
• Targets 14-24 in particular: young and contemporary fashion
• 25-35: 60% housewives, biggest consumers of entertainment industry.
• 25-35 years: high spending power
Aim of the Ad Campaign To get 30,000 customers within the first one
month of the launch.To generate a sales of $550,000 within one
month of the launch.
Financials• TOTAL EXPECTED SALES = $550000• Launch party= $ 20000• AD and distribution= $50000• PR= $50000• TOTAL INVESTMENT MADE= ($120,000)• AVERAGE MONTHLY FIXED COST= ($ 340000)
PROFIT = $90000
Thank you for having Breakfast
at TOPSHOP
