Marketing plan for launch of Sportswear Brand
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Transcript of Marketing plan for launch of Sportswear Brand
LOGO
MARKET SIZE AND OPPORTUNITY
• Estimated Organised Indian footwear market Rs10000 crs.
• Growing at the rate of 400% per annum.
• Sports wear market was around Rs.2000 crs in
(06-07).
• Current leader – Reebok – 51% market share
* Source INDO-ITALIAN chamber of Commerce and Industry
PRODUCT MIXPRODUCT MIX
FOOTWEAR APPARELSEQUIPMEN
TACCESSORI
ES
FOOTWEAR APPAREL EQUIPMENTS ACCESSORIES
Athletics Long Sleeve Tops Eye Wear Belts
Casuals Short Sleeve Tops Time Wear Head Wear
Sandals Tees Carry Gear Towels
Boots Polo’s Safety Gear Wrist Band
Spikes/Cleats Jersey’s Gloves Scarves
Shorts Balls Socks
Track Pants Water Bottles Golf Accessories
Sweaters Bats Swim Accessories
Swim Wears Umbrella’s
PRODUCTS
FOOTWEAR
APPAREL
ACCESSORIES
ACCESSORIES
“Self Cleaning” Apparels
Self cleaning apparels will be our USP over our competitors
SEGMENTATION
Males & Females
Athletes & Casual
BASIS OF SEGMENTATION
Demographic
Age – 5 to 40
Income – SEC A & SEC B
TARGET
Target Age Group
• 10 To 25 Years – To create a brand loyal base
Lifestyle
• Gym goers• Athletes, Sportsmen• Casual Trend conscious people
POSITIONING
Redefining Sports
PRICING – THE MAIN AIM
PRICING – THE MAIN AIM CONTD’
PERCEPTUAL MAPPING
CAMPUS
ACTION
SPRINT ADIDASNIKE
REEBOK
POWER
PRICE
QUALITY
PLACE
Manufacturing unit in China
Warehouse in Kolkata
Warehouse in Mumbai
Retail Outlets
Warehouse in Delhi
Retail Outlets
Warehouse in Bangalore
Retail Outlets
Warehouse in Chennai
Retail Outlets
OUR PRESENCE
Presence of franchisee
At all major retail malls in 5 metro cities
PROMOTIONTV ads
• 1st month after launch on all channels at prime time• After this selected channels and sports channel at prime time• It will be followed by only sports channel and 21st generation type channel like – MTV, Channel V, Star One, Etc.
Press ads - TOI,DNA & MID-DAY• 1st month half to full page ad in the sports column• After that ads on selected 4 days of week in the sports column
Hoardings
• Bandra, Dadar, highway, phoenix, Inorbit, Lokhandwala, - few examples
Sponsor local sporting bodies
• E.G. Indian Premier League
Sponsor inter/intra school and college sport events
• Have stalls for promoting the brand
Conducting special promotion events
News paper ad
This is one sample of our hoardings
SWOT Analysis
WEEKNESS
Competition is stiff
Lack of Brand recognition
The retail sector is very price sensitive
Income of the business is still heavily dependent upon its share of the footwear market
Contract manufacturing of shoes to low-wage factories in China makes us susceptible to laws, natural disasters, and economic condition
STRENGHTS
Wide range of products
Large advertising budget.
Contract manufacturing of shoes to low-wage factories in China.
We have an on-line store
Investment in R & D
Increase in population of middle income group.
THREATS
Loss of young consumer to sandals and boots.
Huge unorganized market for sports shoes.
The market for sports shoes and garments is very competitive.
There is tough competition from international players such as Nike Reebok and Adidas
OPPURTUNITIES
Product Diversification
Increase our national presence by expanding our services to other cities
Increase marketing to the female consumer.
Increase manufacturing of products that the new generation is interested, specifically boots and sandals
Thank You !!!