Marketing strategy for new product launch
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Transcript of Marketing strategy for new product launch
F
AL
TE
E L
GROUP
F
COMPANY PROFILE
COMPANY NAME : CaminarESTABLISH ON : NOV 2015
PRODUCT : FLATEEL
TAG LINE : WALK WITH STYLE
LOGO :
Flats Heels
This is what the
PROBLEM is?Carrying two
different WEARS at a
time
Do not worry
Solution is here
FLAT+HEEL
FLATEEL
F E A T U R E S
• Fashionable• eLegent• clAssy• flaT cum heel• Easy to carryAdjustablEComfortabLe
• cccccc
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
STP ANALYSIS
SEGMENTATION TARGETING POSITIONING
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
Target CustomerPROFESSIONALS
COLLEGE GOING GIRLS
POSITIONING STATEMENT
“We Offer DUAL classiness of wearing FLATS & HEELS in ONE
TrendyLess trendy
High in comfort
Less in comfort
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
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
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
POTENTIAL
PRODUCT
PRODUCT
Works Similar as normal heels & flats
POINT OF PARITY POINT OF DIFFERENCE
Offering heels & flats in Single PRODUCT
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
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
P L A C E
DELH
I Limited distribution
Existing retailers
Local market
DISTRIBUTION CHANNELPRODUCER
DISTRIBUTOR
RETALLER
COSUMER
CONVENTIONAL
DISTRIBUTION
PACKAGING
• Simple & transparent• PP material is environment friendly
PUBLICRELATION
SALESPROMOTIO
N
PERSONAL
SELLINGADVERTISIN
G
DISCOUNT• T.V $
RADIO• PRINT AD• ONLINE
• COUPONS• OUT OF
MEDIA• SPONSOR
EVENT
Promotion Mix
INTEGRATED MARKETING COMMUNICATION
BUDGET - 1.5 LAC
Place- Delhi
Name - fresh face ?
Mission – BRAND AWARENESS
Event - Fashion Show
FASHION EVENT BY FLATEEL
FRESHFACE
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 STrATEGY
BRAND ASSESMENT: NEW TO EVERY ONE
BRAND touchpoints : LOGO, NAME
BRAND STRATEGY : BI+ASSOCIATION
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
MAR
KET
ANAL
YSIS
MAR
KET
ANAL
YSIS
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
MARKET SHARE
CONTIGENCY PLAN
In Case the product “FAILS ” in the market
• Will Do some alteration• Reposition our product
SUBMITTED BY-: DEEPSHIKHA GUPTA SACHIN CHAUDHARY HANSIKA NEHA KUMARI SAKSHI SHIKHAWAT SHWETA PARIK