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This ppt is aboput how would you launch a new product-SHOES line in the industry
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FLANK OFF I’m foot-abulous
Asad Hoosain BITW
OVERVIEW
• FLANK OFF is a shoe product under a hypothetical start-up.
SWOTSTRENGHTS WEAKNESSES OPPORTUNITIES THREATS
-Exposure to export markets.-Easy availability of low cost of labour.-Variants.-Comfortable availability of raw materials.-Quality and environment conscious.-Affordable price.
-Lack of fresh investment in the sector-Little brand image.-New entrant.
-Youth reach.-Growing fashion consciousness globally.-Use of modern technology.-Product diversification.-Exposure to newer markets.
-Multiple Brands existing. -Competition.-Entry of multinationals in domestic market.-Fast changing fashion trends.-Market share.
TARGET AUDIENCE
• Urban (Tier 1 and 2 cities).• Youth• 15-25• Primarily Male For those who are :-• School-goers,• Fashionable• Newbies in fashion• Want to set a new trend(trend-setters)• Be a stand-out and be cool
• Starting off their career.• Who travels around, • Likes adventure• Party-freak.• Into denims,jackets and stylish jeans• Mixes up colour .• Isnt afraid to experiment.• Fantasize and dream big.• Middle class and above• Achievers & Strivers• Ambitious • Keep passion for success
7 P’s
PRICE
• Rs 899- 2599• Low price,High Promotion• Rapid Penetration• A margin of 10% would be kept for the
wholesalers and a margin of 25% would be kept for the retailers.
PLACE
• Primarily Retail & Online• SEO (Google)• Targeting Near areas where youth crowd is more
likely to be found:- • Leading Shopping Outlets• Hangouts• Bus Stops• Lounges and Pubs• Posh areas• Residential societies
• Fashion shows• Youth festivals.
• Cities like Mumbai,Bangalore,Kolkata,Hyderabad,New Delhi,Chandigarh,Ahmedabad,Amritsar
• High retail only in Metros.
PROMOTION
• Online targeting• Twitter• #ashtags• Sites where youth visit the most-occupy top
spaces of Youtube and also pop-ups of flipkart,yebhi,amazon.in
• Sports websites like espn,cricbuzz etc.• Hoardings near colleges and schools • Creative posters and spread-out single coloured
ads throughout ,• BLACK,RED,YELLOW,BLUE,PINK AND GREEN.• Road shows and Freebies
• Celebrity collaborations –• Virat Kohli & Anushka Sharma• Varun Dhawan,Rannvijay,maybe Poonam Pandey• Movie placements.
• Placement of ads –• Highest freq.- MOVIE CHANNELS,LEISURE
CHANNELS• MTV (Shows like Roadies,Splitsvilla etc)• V (Mostly all shows)• Bindass• NDTV GOOD TIMES• DISCOVERY TURBO• Dancing shows
• Conduct design contests and voting system though FB, Twitter.
• Xbox, Fastrack, Vespa, FM, Micromax, Kwality Walls & Energy drinks(Zinga, Boost,MTN DEW) collaborations.
• Festival tie-ups.• Music shows.• Graffiti art• Introductory Summer offers.• Upcoming IFL• Chance of goingto FIFA WC
• Summer Collection• Collaborations with• Magazines(Articles, Ads and images)• iPOD GEAR – Running, Jogging,Marathon events
etc.• Racks in elevators of malls.
• Applications in Android,Windows and istore. (Click your shoe and post it on the app and win weekly prizes and feature prize-ticket to FIFA WC)
• Send out a birthday card with a special coupon on their big day
• Trade shows and Expos (for providing the ‘comfort and quality’ proof)
PRODUCT
• Daily wear• Fashion wear• Contemporary style• Variants of-• Sneakers• Sports shoes• Introduce designer shoes by big designers
PHYSICAL EVIDENCE
• Engaging to promote the F-G-F.• Try-outs.• Very comfortable soles.• Minimalistic and simple packaging –appealing and
pleasing the eye.• Less use of plastics and paper for packaging
purpose.• Liability insured (in case)
PROCESS
• Customer satisfaction –oriented.• Loyalty cards.
PEOPLE
• T.A• Would keep an advisory board comprising of
employee’s kids and others aged 15-22.
BRAND AWARENESS
PERCEIVED QUALITY
BRAND LOYALTY BRAND ASSOCIATION
-Ads-Freebies-Activisms, NGOs,Marathons-Hoardings-Cool packaging-Establishments-Security check podiums-Contribute to charity
-Staff /delivery service- Shops having good ambience & music
-Coupons-Vouchers-Game Invites-Tailored promos-Customer’s Club
-Logo-Celebrities-Slogans-Films-Sponsorships-Pdt. placement-Events- Meet n greet
CAMPAIGNS/EVENTS
• Fusion Fest.(Featuring prospective and fusion rock bands)(Lifestyle party for college goers)
• Wander Off- Discover Your self. Discover you city (GO to places you have never seen before in your city, click pics with our shoes involved,just that one pair, and you could win a trip to Miami.
• Inter-College Fashionista F-Off (Display your fashion style and skills and win exclusive packages and goodies along with a date with Virat Kohli or _____)
• MyDay(Celebrate Youth Day Jan.12 by representing yourself.Offers)
EDGE OVER COMPETITION
• Can also wear without socks.• Made from greener material.• Certain models are lace-less.• Easily washable.• Reduces sweating by 40% • Nearly indestructible design (In association with
Crocs)• Zip type/Pressing button type footwear.
COMPETITORS COMPARISON
• Major competitors- NIKE CONVERSE & VANS.