Marketing strategy for new product launch

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F A L T E E L G R O U P F

Transcript of Marketing strategy for new product launch

Page 1: Marketing strategy for new product launch

F

AL

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E L

GROUP

F

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COMPANY PROFILE

COMPANY NAME : CaminarESTABLISH ON : NOV 2015

PRODUCT : FLATEEL

TAG LINE : WALK WITH STYLE

LOGO :

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Flats Heels

This is what the

PROBLEM is?Carrying two

different WEARS at a

time

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Do not worry

Solution is here

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FLAT+HEEL

FLATEEL

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F E A T U R E S

• Fashionable• eLegent• clAssy• flaT cum heel• Easy to carryAdjustablEComfortabLe

• cccccc

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POLITICAL ECONOMIC SOCIAL

TECHNOLOGICAL

LEGALENVIRONMENTAL

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

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STP ANALYSIS

SEGMENTATION TARGETING POSITIONING

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Segmentation TableBusiness 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

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Target CustomerPROFESSIONALS

COLLEGE GOING GIRLS

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POSITIONING STATEMENT

“We Offer DUAL classiness of wearing FLATS & HEELS in ONE

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TrendyLess trendy

High in comfort

Less in comfort

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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

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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

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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

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POTENTIAL

PRODUCT

PRODUCT

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Works Similar as normal heels & flats

POINT OF PARITY POINT OF DIFFERENCE

Offering heels & flats in Single PRODUCT

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PRICE

• 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.

1499/-MRP

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DISTRIBUTION PRICE LIST

FACTORY COST

FACTORY MARGIN

DISTY PRICE

DISTY MARGIN

DISTY MARGIN %

DEALER PRICE

DEALER MARGIN

DEALER MARGIN %

RRP/MRP

INR INR INR INR % INR INR % INR

FLATEEL 960 41%

1338.607 70.453 5% 1409.06 89.94 6% 1499

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P L A C E

DELH

I Limited distribution

Existing retailers

Local market

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DISTRIBUTION CHANNELPRODUCER

DISTRIBUTOR

RETALLER

COSUMER

CONVENTIONAL

DISTRIBUTION

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PACKAGING

• Simple & transparent• PP material is environment friendly

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PUBLICRELATION

SALESPROMOTIO

N

PERSONAL

SELLINGADVERTISIN

G

DISCOUNT• T.V $

RADIO• PRINT AD• ONLINE

• COUPONS• OUT OF

MEDIA• SPONSOR

EVENT

Promotion Mix

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INTEGRATED MARKETING COMMUNICATION

BUDGET - 1.5 LAC

Place- Delhi

Name - fresh face ?

Mission – BRAND AWARENESS

Event - Fashion Show

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FASHION EVENT BY FLATEEL

FRESHFACE

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

FRESH FACE

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PRINT MEDIA (NEWS PAPER) SOCIAL MEDIA (FACEBOOK)

TOOLSINTEGRATED MARKETING COMMUNICATION

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TOOLSINTEGRATED MARKETING COMMUNICATION

BUS BILL BOARD

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BRANDINg STrATEGY

BRAND ASSESMENT: NEW TO EVERY ONE

BRAND touchpoints : LOGO, NAME

BRAND STRATEGY : BI+ASSOCIATION

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BUDGETMANUFACTURING (PER PIECE) ADVERTISING SPONSORS TOTAL

Raw Material 500 Online 0 Events 200000

Labour 100 Print 100000 Campaign 170000

Production expenses 360 Commercials 350000

Total 960Out of home media 200000

FOR 500 PAIR 480000 Total 650000 Total 370000 1500000

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MAR

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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

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MARKET SHARE

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CONTIGENCY PLAN

In Case the product “FAILS ” in the market

• Will Do some alteration• Reposition our product

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