A marketing pitch presentation for a dealer in Maharashtra. The brand is a premium multi tool product

1. ARE WE READY? A marketing plan ….. …to launch Leatherman and True Utility in Maharashtra

2. The users of Leatherman tools range from security business, paramilitary and defence forces frequent travellers adventure sport enthusiasts

3. It has a niche market in India Foreigners travelling to India, IT professionals Engineers

4. Profile of our buyers

5. One is the buyer who is already a user of the tool.

6. Second is the youth who are looking for a product like this which could help them make a fashion statement. Yes, Leatherman is a fashion statement.

7. a large number of buying is done by those who are in the age group 26-33 youth who have the money power to buy anything they want, and prefer to spend on quality / branded products

8. Availability These products would not be available in every retail store In keeping with the product's exclusivity, they would mainly be available through a direct marketing route.

9. Leatherman on Call A phone to the dealer And an executive would come to the caller's doorstep with the entire range and Assist the buyer in making the choice

10. Focus markets for Maharashtra

11. Woodland story

12. Woodland never wanted to be an ordinary shoe . According to Mr Harkirat Singh MD , he never wanted this brand to be a mass market brand. So till now this brand is concentrating on the premium end ( above Rs 1500 shoes) of 2000 crore casual shoe segment.

13. Woodland targets the upmarket segment and is positioning itself as a Rugged high quality premium casual shoe. It can be called as SUV of Indian shoes. The ads are catchy and tempting The brand carefully presented itself as an outdoor/ trekking kind of shoe which captured the imagination of Indian youth.

14. Case study Parker pens

15. When a brand tries to play the volume game, it is difficult to sustain the premium position

16. Case 3 Fast Track gear

17. The brand was aimed at the youth segment (15-25). The brand was promoted with the slogan "Cool Watches from Titan Although the brand appealed to the youngsters, price was significant dampener. ( source : Business Standard)

18. The brand then took the help of advertising to change the perception of watches as a functional tool to a fashion accessory. The brand launched a campaign with the slogan " How many you have ". The campaign , the positioning and the price was a great hit

19. What will work for Leatherman and True Utility

20. We will not be a Victorinox It’s the Parker Pen of Multi tools

21. We need to take a two pronged approach

22. Strategic Deliverables To generate awareness and interest Create association An unique clutter breaking communication Gain Mindshare and market share

23. Road map

24. Launch event

25. Radio for recall and pull ads Followed by press conference Follow up presence in niche magazine (national + local)

26. What real works for such products …..BUZZZZZZZZ

29. How to be visible online Blogging Banner ads on relevant sites/ gaming sites Banners on popular youth portals – zapak, in.com etc Presence on various forums relevant to our product and answering querries Uploading visuals on YouTube Registering on online catalogues

32. SMS marketing This is a good medium to generate Pull

34. NOW, WE ARE READY! Images: Courtesy various enthusiasts who have put pictures on the internet