1. LUXOTTICA
MAINSTREAM DIFFUSION BRAND

2. The name
KL has: existing brand equity as Killerloop
KL has: trade likability
KL is: Luxottica registered trade mark

3. Brand Objective
To build a Mainstream Diffusion BRAND in India playing in a still middle-high
segment in which Luxottica today is not present. There are no International
players present in this segment which has huge volumes.
Luxury Brands
Premium Fashion Brands
Premium
Fashion Core Sport
Brands Brands Brands
Mainstream Diffusion

4. What is Killer Loop now?
KL World

5. What is Killer Loop now?
•Follow new and trendy showman
• TRENDS and woman
•Follow the latest acts at discs and
night cliubs
•MP3
• HIGH TECH •Digital camera
•Internet
•Like watching football match but
• SPORT WORLD not particularly play it
•Follow Formula 1 racing.

6. Brand Positioning
Positioning Statement
KL Eyewear is an innovative brand of high quality street
eyewear designed for a metropolitan use and built for fashion. More
than just trendy designs, KL is built tough to withstand today’s
energetic lifestyles.
Brand Character
Cool, sometimes irreverent, hip and informed
Confident enough not to take itself to seriously
Speaks to young, trendy consumers in their own language
Possesses an attitude toward an active lifestyle
Forward thinking and trendsetting

7. Brand Positioning
A DIFFUSION FASHION /LIFESTYLE BRAND
- Self-Expression: fashion, up-to-date, cool
- Emotional: modern, trendy, appealing
- Functional: design, quality, competitive price

8. Target
Target Market
YOUNG AND ACTIVE PEOPLE, VERY LIVELY, WELL INFORMED AND ALIGNED
WITH THE LATEST TENDENCIES
- Gender: Unisex
- Primary target: 18-35 years
Psychological profile:
Live the metropolitan culture
He/she distinguishes her/himself from the crowd a citizen of the world, well informed, curious and
with an active lifestyle
Is aware of new trends, but refuse extreme trends
Enjoy music, new experiences, sport, but sport is not his life reason

9. Marketing mix
PRODUCT
ONE SHOT COLLECTION
“EVERYFACE COLLECTION”
Fresh collections at frequent
intervals
PROMOTION DISTRIBUTION
• POS VISIBILITY New Mainstream
ENLARGED
• LOCAL TESTIMONIAL Diffusion Brand DISTRIBUTION
PRICE
MIDDLE HIGH PRICE
POSITIONING

10. Marketing Mix: Product
COLLECTION
Collection would be a One Shot collection:
Fashion, Sport , Classic
Frequent updates, always fresh styles to the market.
Optical ( 13 styles – 39 skus) and Sun (13 styles – 39 skus)

11. Marketing Mix: Promotion
Goal: Global brand in the mainstream diffusion
segment but perceived local in India.
Global creative concept featuring local strong testimonials
LOCAL TESTIMONIAL
• Coherent with brand value: fresh, young, “on the wave”
• With a strong local target awareness

12. KUNAL KAPOOR
• Kunal Kapoor is one of India’s brightest young stars.
• Known for his quick-wit, charismatic personality and
ravishing good looks.
• Today he stands matured as a brilliant young actors
with chiseled features that leaves an entire nation of
women breathless….

13. VJ MIA
• Started off modeling for the Kingfisher calendar and went on
to becoming a MTV VJ hosting Airtel Saturday shuffle.
• Confident and one of the hottest VJ’s in town, has a passion
for modeling. Thinks she has the right attitude that helps her
connect with her viewers.
• Loves being a VJ. Thinks it’s hip, interactive, unpredictable
and sexy. Believes she brings sex appeal to the channel.

14. Marketing Mix: POS materials
GOAL: ENLARGED DISTRIBUTION & HIGH POS VISIBILITY
• Trade marketing as main focus in the first year
• Consumer focus will follow
COUNTER CARDS
DISPLAY TOWER
TAILOR MADE VISUALS
“EASY TO MANAGE” CATALOGUE
CONSUMER PROMOTIONS