Versatile PPT

7/31/2019 Versatile PPT

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Versatile

DonnelleIce

Laura

Po-YiDr. Sachin SaigalZibu Zachariah


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Introduction Versatile plc after R& D developed a new fabric codenamed "NEWFAB 2020".

Pioneer , first of its kind in the market.

All unique features like waterproof, breathable, non

flammable, strong, tough, durable, stretch, heat resistant,stretch and shrink resistant and crease resistant are

combined in one fabric.

No room for growth in the current markets.

We are required to develop new finished product that trulyutilizes all the features of NEWFAB 2020


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Strength Diversified Product

Product NEWFAB 2020: low cost,waterproof, breathable, non-flammable,heat retarding, stretch and shrink resistant,strong, tough, durable and crease resistant,easily cut into shape without fraying,pierced without running, easily stitched orsewn, can be glued to itself or other fabrics,can be dyed

High investment in R&D

Opportunity

Exploit new product

Growing awareness about eco sensitiveproducts

Weakness Further growth of existing products isdifficult.

Lack of product design experience.

Threat Intense foreign competition

New product substitutes

Market saturation


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Uniforms: Firemen uniform, Auto racing suit ,Construction workmen uniform

Athletic suit

Waterproof coat Home dcor curtains/carpets, furniture coverings

Shoes

Bags

Car flooring and seats Fire & waterproof building material

Tent & Sleeping bag


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PRODUCT SCREENING AnalysisPerformed

Market

Attractiveness

Relative

Strength

High Average Low

High Uniforms

Home dcor

Shoes

Tent & Sleeping bag

- NA -

Average Fire & waterproof

building material

Bags (e.g. notebook

and sports bag)

Car flooring and

seats

Waterproof coat

Low Athletic suits - NA - - NA -

Target Market: Europe


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Based on the MarketAttractiveness and RelativeStrength analysis, Uniformsisthe most suitable products to

market and develop now.


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The idea/conceptTo use the new product, NEWFAB 2020, to develop new andunique products to sustain the companys growth

Objectives:

To develop uniforms that will appeal to the market and will sustainthe growth of the company for the next 10 years

Competitive PositioningTarget Market:

Uniforms:Fire Department, Construction Companies, Car RacingClubs/ Racing Companies

Competitive Advantage: Product differentiation

Marketing Plan


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ProductPrice

To develop Fire proof Uniforms for:

Firemen

Auto Racers Bikers/ Cars

Workmen Construction

The Uniforms would be named as

DuraWear

Marketing Mix

PromotionDistribution


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The prices would be High (5 10%)

in comparison to the competitors.

Marketing MixProduct

PricePromotionDistribution


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The prices would be High (5 10%)

in comparison to the competitors.

Campaign/ Launch Shows:Products would be put on display

for demo purpose.

Media: Magazines/ Newspaper,TV, Radio & Internet


PricePromotion

Distribution


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Direct Sales to the customer.


PricePromotion

Distribution


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Organization: Brand management

organizational structureControl: Online customer survey, Paper

customer survey, Regular market analysis

Marketing Mix Contd


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Q/A

Documents

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