Marketing strategy for new product launch

download Marketing strategy for new product launch

of 33

  • date post

    08-Jan-2017
  • Category

    Career

  • view

    556
  • download

    2

Embed Size (px)

Transcript of Marketing strategy for new product launch

PowerPoint Presentation

FALTEELGROUP

F

COMPANY PROFILECOMPANY NAME : Caminar

ESTABLISH ON : NOV 2015

PRODUCT : FLATEEL

TAG LINE : WALK WITH STYLE

LOGO :

FlatsHeelsThis is what thePROBLEM is?Carrying two different WEARS at a time

Do not worry

Solution is here

FLAT+HEELFLATEEL

F E A T U R E S Fashionable eLegent clAssyflaT cum heel Easy to carryAdjustablEComfortabLe

cccccc

POLITICALECONOMICSOCIALTECHNOLOGICALLEGALENVIRONMENTALINFLATIONRECESSIONSKILL LEVEL OF WORKFORCETAXATION TO PARTICUAR PRODUCTGOVERNMENT INTERVENTIONDISPOSABLE INCOME OF BUYERSCHANGE IN CONSUMER PREFERENCEADVERTISING & PUBLICITYBRAND IMAGELIFESTYLE TRENDSCLASS STRUCTURERESEARCH FUNDINGADVANCEMENT & INNOVATION IN TECHNOLOGYCOMPETING TECHNOLOGY DEVELOPMENTINFORMATION & COMMUNICATION

CONSUMERS REACTIONGEOGRAPHICAL LOCATION

GOVERNMENT POLICIESPOLITICAL STABILITYINCREASE OR DECREASE IN TAX

PRODUCT REGULATIONLICENSING REGULATION RELATED TO INDUSTRYINTRODUCTION OF STRICTER CUSTOM & TRADE REGULATIONPESTEL

STP ANALYSISSEGMENTATIONTARGETINGPOSITIONING

Segmentation TableBusiness coolBusiness Practical 67/baby bloomersSenior greyYoung familyYoung coolAge35-4535-5045-6565+30-4515-24SexFFFFFFIncomeHighHighMed/HighLowMedMed

Comfort & qualityHighMid/HighMidMid/highHigh High

Party loversHighHighLowLowMed/HighHigh

Price sensitivityLowLow/midMidHighMidLow/highheel usageHighHighLowLow midhighRelative segment size30%20%5%5%10%30%

PROFESSIONALMASS MARKET

Target Customer

PROFESSIONALSCOLLEGE GOING GIRLS

POSITIONING STATEMENTWe Offer DUAL classiness of wearing FLATS & HEELS in ONE

TrendyLess trendyHigh in comfortLess in comfort

STRENGTHdual comfort fashionable elegance unique productvalueWeaknessyoung company limited distribution brand awarenessOPPORTUNITYTrendsettersNo competition for short period of time expansion

THREATNo barriers of entry covering costfailure

Bargaining power Of BUYERS Potential New ENTRANT Substitute PRODUCT

Intra-Industry Rivalry(Bata, Cat walk, Tanya heath Paris)

THREAT -MODERATE Bargaining Power of SUPPLIERS LOWTHREAT- HIGH

HIGH

POTER FIVE FORCES MODEL

Bargaining power Of BUYERS Potential New ENTRANT Substitute PRODUCT

Intra-Industry Rivalry(Bata, Cat walk, Tanya heath Paris)

THREAT -MODERATE Bargaining Power of SUPPLIERS LOWTHREAT- HIGH

HIGH

POTER FIVE FORCES MODEL

CORE PRODUCTEXPECTED PRODUCTAUGUMENTED PRODUCTPOTENTIAL PRODUCT

PRODUCT

Works Similar as normal heels & flats POINT OF PARITY POINT OF DIFFERENCE Offering heels & flats in Single PRODUCT

PRICECompanys pricing objective is to cater those girls/women who are either studying or workingWe will use penetration pricing in order to gain the market share quickly.6 Months warranty.1499/-MRP

DISTRIBUTION PRICE LISTFACTORY COST

FACTORY MARGIN

DISTY PRICE DISTY MARGIN DISTY MARGIN %DEALER PRICEDEALER MARGINDEALER MARGIN %RRP/MRPINRINRINRINR%INRINR%INRFLATEEL 96041%1338.60770.4535%1409.0689.946%1499

P L A C E

DISTRIBUTION CHANNELPRODUCERDISTRIBUTORRETALLERCOSUMER

CONVENTIONAL

DISTRIBUTION

PACKAGINGSimple & transparentPP material is environment friendly

PUBLICRELATIONSALESPROMOTIONPERSONAL SELLINGADVERTISING

DISCOUNTT.V $ RADIOPRINT ADONLINECOUPONSOUT OF MEDIASPONSOR EVENTPromotion Mix

23

INTEGRATED MARKETING COMMUNICATIONBUDGET - 1.5 LAC Place- DelhiName - fresh face ?Mission BRAND AWARENESS Event - Fashion Show

FASHION EVENT BY FLATEELFRESHFACE

WINNER will get a chance to be the part of Our COMMERCIAL AD

FRESH FACE

PRINT MEDIA (NEWS PAPER)SOCIAL MEDIA (FACEBOOK)TOOLSINTEGRATED MARKETING COMMUNICATION

TOOLSINTEGRATED MARKETING COMMUNICATION

BUS BILL BOARD

BRANDINg STrATEGYBRAND ASSESMENT: NEW TO EVERY ONEBRAND touchpoints : LOGO, NAMEBRAND STRATEGY : BI+ASSOCIATION

BUDGETMANUFACTURING (PER PIECE)ADVERTISINGSPONSORSTOTALRaw Material500Online 0Events200000Labour100Print100000Campaign170000Production expenses360Commercials350000Total960Out of home media200000FOR 500 PAIR480000Total650000Total3700001500000

MARKET ANALYSISMARKET ANALYSIS 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 ServiceINDUSTRY SIZE:Size of Indian domestic footwear industry is estimated to be worth 20-25000 corers source : ET RetailTRENDS:

Indias 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

MARKET SHARE

CONTIGENCY PLANIn Case the product FAILS in the market

Will Do some alterationReposition our product

SUBMITTED BY-: DEEPSHIKHA GUPTA SACHIN CHAUDHARY HANSIKA NEHA KUMARI SAKSHI SHIKHAWAT SHWETA PARIK