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Name ID. Number
1.Chaianant Satchachai 496-9780
2.Chaiyapat Intanin 496-9781
3.Cheewathep Srisontisuk 496-9786
4.Kasara Tangwirotthan496-9791
5.Kitti Jitrumluek 496-9792
No existing kid’s strategy of JASPALMarketing growth rate 6% -> Potential
MarketHigh opportunity to enter market
Brand Success
High gap -> Less competitorShare cost of production
Rational Behind Product Selection
Vision
To deliver high fashion ready-to-ware clothing to consumers
at an affordable price
MISSION
To offer “Luxurious & Affinity Styles Clothes for your KIDS”
Always provide the best and superior quality products
To be the leader in Kid Apparels Industries
ObjectivesTo create brand awareness.To meet customers wants and
demands.To expand new product line into the
new market.Examine the marketing strategies in
order to enhance the business performance.
To gain 6% of company growth rate.
Total Market value 2 Billion BahtExpect 5% market share of total market
(5% of 2 Billion = 100 Million Baht)Equal to 10% of total yearly revenue
generated from JASPAL brand
Market Share
Thai population age between 0-15 years is equal 15,000,000 (Thai census department year 2006)
Assume equal population into 3 groups:1.Age 0-5 years = 5
Millions2.Age 6-10 years = 5 Millions3.Age 11-15 years = 5 Millions
Market Size
Target Market & Prospect
Our target market is in range of 6-12 yearsSo, we assume the total market is 5 million
kidsFrom our target market, we expect 2% to
be our prospect (100,000 kids)
Segment of JASPAL KIDS
Market Sectors : Demographicsinfant/toddler (0-2 years)pre-school (3-4 years)
young boys and girls (5-8 years)pre-teen (9-12 years)
Segment of JASPAL KIDS (Continue)
Market Segments: Psychological Fashionable seekers:
modern lifestyle, always seek for new design and unique products
Occasional buyers: Party, Gift, Wedding ( for special
purpose) Brand loyalty:
personal preferences (Family or Parents are the customer of JASPAL)
SWOT Analysis: StrengthBrand Image & Awareness: having Strong
and Positive brand image in terms of ModernityQuality
Product Design & Collection: have variety of product offering in terms ofSizesColorStyles
Product Quality: using high quality raw materials for production
Strength (Continue)
Financial Management: Good balance in financial statement
Distribution Channel: Good selected location
SkillsHaving skilled labors that are capable of
cutting and sewing fashion clothes or complicated patterns.
Good Customer Service
Weakness
Turnover Rate: Staff are not loyal to the company
New entrant: new to Kids clothes market
Opportunity
High Growth rateEasy to entrants into High marketBecause there are not many competitorsHuge market capacityDeal prone customer: Easy to switch
brands and try JASPAL Kids
Threat
Short Product Life Cycle: Product keep changing so it is easy to obsolete
New entrants: Both existing Brands in Apparel Market and new enter
Unstable economic situationDeal prone customer: low loyalty
Jaspal Kids can classify into two main sections Boys Girls We concentrate on Luxurious concepts clothes
which are Formal dress, suites Casual wares Jeans wear (denim) Accessories: belt, hat, cap, bag, glass Seasonal Collection Summer Winter Rainy
Marketing Mix: Product
Jeans (Denim Style)
Formal Dress and Suit
Casual
Fashionable Teenagers
Product Design Collection
Marketing Mix: Price
Jaspal enter market by positioning itself in high market luxurious kids apparel, therefore the price will
range between 500-5,000 THBThe price relies on the decoration, fabric, textile, pattern, and cutting
JASPAL Kids is located in the best place for shopping in Bangkok:Department Stores: New counter in Kids
clothes sectionThe Mall, Central, Siam Paragon, Emporium, Central
World, Gaysorn Plaza
PlazaExisting JASPAL shop
Specialty store: JASPAL Kids shopNew arrival (collection) boutique
Marketing Mix: Place
JASPAL Kids Club – build customer loyalty 10% discount Reward points
Spend every 500 THB , get 1 reward point Up to 10 point get additional 5% discount/ time Up to 20 point get additional 10% discount/ time
Birthday Gift Voucher 500 Baht
Special activitiesKids Camp, Kids designer contest
Old clothes for new clothes- charity (enhance brand image) Condition: Any brands old clothes can exchange for 5%
discount/item
Marketing Mix: Promotion
Magazine Modern Mum Mother & Care Nation Junior Student Weekly Ploy gam Petch Lips/ Lips Luxe
Website www.jaspalkids.com
Postcard Prospect : distribute to household village grade B+ (3 million
THB up) Send only for member
Advertising
Road Show International school (Bangkok Pattana, Adventise, etc.)
TV program sponsor: offer new collection for TV program participantSu pere MaeTodsakun Dek
Billboard Highway Suwannaphoom
Advertising (Continue)
Advertising: Action Plan
Financial Planning: AdvertisingFinancial for Advertising 2007-2008 (First Year)
Activities Price Number Total
Jaspal Kids Member Club 50
10
00
00
500,000,
0
Old Clothes for New Clothes Charity 100
3 0 ,00
0
300,000,
0
Magazine Advertising
Kids Magazine:
Nation Junior55,000
6330,000
Student Weekly110
0006
6 6 0 ,000
Parents Magazine:
Modern Mum68,000
74 7 6 ,000
Mother & Care55,000
7385,000
Ploy Gam Petch52,000
7364,000
Lips/ Lips Luxes4 7 ,000
7329,000
Road Show500
0004
200,000,
0
TV Program Sponsor300
0008
240,000,
0
Public Relation100
00012
120,000,
0
Billboard250
00012
300,000,
0
Postcard 5
50,00
0
250,000
Website: www.jaspalkids.com500
000Always
500,000
Total Advertising 19894000, ,
Financial Planning
Financial Planning (Continue):
Market Research
QuestionnaireQuestionnaire
Question ObjectiveTo know what should be emphasized in
developing our product.To study buying behavior.
Mental Map
QualityQualitySmart
DifferentiateDifferentiate
OutstandingOutstanding
AffinityAffinityBrightBright
DelightDelight
ModernModern
LuxuriousLuxurious
FashionableFashionable
Jaspal Kids
Positioning Map
Low Price High Price
High Brand Image
Low Brand Image
Price vs Brand Image
Fido Dido
Giordano Kids
Mickey MouseAIIZ
Lee Kids
Bossini
Puppet
ZaraGuess Kids
Espirt
Lacoste Kids
Nike KidsElle KidsJaspal Kids
Perceptual Map
Low Luxury
High Luxury
High Fashionable
Low Fashionable
Luxury vs Fashionable
Fido Dido
Giordano Kids
Mickey Mouse
AIIZ
Lee Kids
Bossini
Puppet
ZaraGuess KidsEspirt
Lacoste Kids
Nike KidsElle Kids
Jaspal Kids
Strategic concern for JASPAL KIDS
brand successfulness
Modernity & Luxurious
design
High quality raw material
Customer relationship management
(JASPAL KIDS MEMBER CLUB)
Selective Brand
(corporate) communication
High volume purchase – high sales
volumePricing and Promotion
correlations
Selective shop and counter
location
Social responsibilitie
s
Brand Successfulness