Marketing strategy for new product launch
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Marketing strategy for new product launch
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Marketing strategy for new product launch
- 2. COMPANY PROFILE COMPANY NAME : Caminar ESTABLISH ON : NOV 2015 PRODUCT : FLATEEL TAG LINE : WALK WITH STYLE LOGO :
- 3. Flats Heels This is what the PROBLEM is? Carrying two different WEARS at a time
- 4. Do not worry Solution is here
- 6. • Fashionable • eLegent • clAssy • flaT cum heel • Easy to carry AdjustablE ComfortabLe
- 7. POLITICAL ECONOMIC SOCIAL TECHNOLOGI CAL LEGALENVIRONMENT AL INFLATION RECESSION SKILL LEVEL OF WORKFORCE TAXATION TO PARTICUAR PRODUCT GOVERNMENT INTERVENTION DISPOSABLE INCOME OF BUYERS CHANGE IN CONSUMER PREFERENCE ADVERTISING & PUBLICITY BRAND IMAGE LIFESTYLE TRENDS CLASS STRUCTURE RESEARCH FUNDING ADVANCEMENT & INNOVATION IN TECHNOLOGY COMPETING TECHNOLOGY DEVELOPMENT INFORMATION & COMMUNICATION CONSUMER’S REACTION GEOGRAPHICAL LOCATION GOVERNMENT POLICIES POLITICAL STABILITY INCREASE OR DECREASE IN TAX PRODUCT REGULATION LICENSING REGULATION RELATED TO INDUSTRY INTRODUCTION OF STRICTER CUSTOM & TRADE REGULATION PESTEL
- 8. STP ANALYSIS SEGMENTATION TARGETING POSITIONING
- 9. Segmentation Table Business cool Business Practical 67/baby bloomers Senior grey Young family Young cool Age 35-45 35-50 45-65 65+ 30-45 15-24 Sex F F F F F F Income High High Med/High Low Med Med Comfort & quality High Mid/High Mid Mid/high High High Party lovers High High Low Low Med/High High Price sensitivity Low Low/mid Mid High Mid Low/high heel usage High High Low Low mid high Relative segment size 30% 20% 5% 5% 10% 30% PROFESSIONAL MASS MARKET
- 11. POSITIONING STATEMENT “We Offer DUAL classiness of wearing FLATS & HEELS in ONE
- 12. Trendy Less trendy High in comfort Less in comfort
- 13. STRENGTH • dual comfort • fashionable elegance • unique product • value Weakness • young company • limited distribution • brand awareness OPPORTUNITY • Trendsetters • No competition for short period of time • expansion THREAT • No barriers of entry • covering cost • failure
- 14. Bargaining power Of BUYERS Potential New ENTRANT Substitute PRODUCT Intra-Industry Rivalry (Bata, Cat walk, Tanya heath Paris) THREAT -MODERATE Bargaining Power of SUPPLIERS LOW THREAT- HIGH HIGH POTER FIVE FORCES MODEL
- 15. Bargaining power Of BUYERS Potential New ENTRANT Substitute PRODUCT Intra-Industry Rivalry (Bata, Cat walk, Tanya heath Paris) THREAT -MODERATE Bargaining Power of SUPPLIERS LOW THREAT- HIGH HIGH POTER FIVE FORCES MODEL
- 17. Works Similar as normal heels & flats POINT OF PARITY POINT OF DIFFERENCE Offering heels & flats in Single PRODUCT
- 18. P R I C E • Company’s pricing objective is to cater those girls/women who are either studying or working • We will use penetration pricing in order to gain the market share quickly. • 6 Months warranty.
- 19. DISTRIBUTION PRICE LIST FACTORY COST FACTORY MARGIN DISTY PRICE DISTY MARGIN DISTY MARGIN % DEALER PRICE DEALER MARGIN DEALER MARGIN % RRP/M RP INR INR INR INR % INR INR % INR FLATEE L 960 41% 1338.60 7 70.453 5% 1409.06 89.94 6% 1499
- 20. P L A C E
- 22. PACKAGING • Simple & transparent • PP material is environment friendly
- 23. PUBLIC RELATION SALES PROMOTION PERSONAL SELLING ADVERTISING DISCOUNT • T.V $ RADIO • PRINT AD • ONLINE • COUPONS • OUT OF MEDIA • SPONSOR EVENT Promotion Mix
- 24. BUDGET - 1.5 LAC Place- Delhi Name - fresh face ? Mission – BRAND AWARENESS Event - Fashion Show
- 25. FASHION EVENT BY FLATEEL FRESH FACE WINNER will get a chance to be the part of Our COMMERCIAL AD FRESH FACE
- 26. PRINT MEDIA (NEWS PAPER) SOCIAL MEDIA (FACEBOOK) TOOLS INTEGRATED MARKETING COMMUNICATION
- 27. TOOLS INTEGRATED MARKETING COMMUNICATION BUS BILL BOARD
- 28. BRANDINg STrATEGY BRAND ASSESMENT: NEW TO EVERY ONE BRAND touchpoints : LOGO, NAME BRAND STRATEGY : BI+ASSOCIATION
- 29. BUDGET MANUFACTURING (PER PIECE) ADVERTISING SPONSORS TOTAL Raw Material 500 Online 0 Events 200000 Labour 100 Print 100000 Campaign 170000 Production expenses 360 Commercials 350000 Total 960 Out of home media 200000 FOR 500 PAIR 480000 Total 650000 Total 370000 1500000
- 30. MARKETANALYSIS MARKETANALYSIS In value terms, Indian footwear sector is estimated at Rs. 50,000 crore which includes domestic market of Rs. 32,000 crore and export market of Rs. 18,000 crore SOURCE: ICRA Research Service • INDUSTRY SIZE: Size of Indian domestic footwear industry is estimated to be worth 20- 25000 corers source : ET Retail • TRENDS: India’s annual footwear consumption of 2.1 billion pair is the third largest globally after China and USA and has recorded a healthy growth over the past decade driven by rise in income levels, higher disposable income, growing fashion consciousness and increasing discretionary spending
- 31. MARKET SHARE
- 32. CONTIGENCY PLAN In Case the product “FAILS ” in the market • Will Do some alteration • Reposition our product
- 33. SUBMITTED BY-: DEEPSHIKHA GUPTA SACHIN CHAUDHARY HANSIKA NEHA KUMARI SAKSHI SHIKHAWAT SHWETA PARIK