LUXOTTICALUXOTTICAMAINSTREAM DIFFUSION BRANDMAINSTREAM DIFFUSION BRAND

The nameThe name

KL is: Luxottica registered trade mark

KL has: existing brand equity as Killerloop

KL has: trade likability

BrandBrand ObjectiveObjective

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.

MainstreamMainstream DiffusionDiffusion

Luxury Brands

Premium Fashion Brands

Fashion Brands

Core Brands

Sport Brands

PremiumPremium

What is Killer Loop now?

KL

World

• TRENDS

•MP3•Digital camera•Internet

• HIGH TECH

• SPORT WORLD•Like watching football match but not particularly play it

•Follow Formula 1 racing.

•Follow

new and trendy showman and

woman

•Follow the latest acts at discs and night cliubs

What is Killer Loop now?

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 informedConfident enough not to take itself to seriouslySpeaks to young, trendy consumers in their own languagePossesses an attitude toward an active lifestyleForward thinking and trendsetting

Brand Brand PositioningPositioning

A DIFFUSION FASHION /LIFESTYLE BRAND

- Self-Expression: fashion, up-to-date, cool- Emotional: modern, trendy, appealing- Functional: design, quality, competitive price

Brand Brand PositioningPositioning

Target Market YOUNG AND ACTIVE PEOPLE, VERY LIVELY, WELL INFORMED AND ALIGNED WITH THE LATEST TENDENCIES

- Gender: Unisex- Primary target: 18-35 years

TargetTarget

Psychological profile:

Live the metropolitan cultureHe/she distinguishes her/himself from the crowd a citizen of the world, well informed, curious and with an active lifestyleIs aware of new trends, but refuse extreme trendsEnjoy music, new experiences, sport, but sport is not his life reason

PRODUCTPRODUCT

ONE SHOT COLLECTION

“EVERYFACE COLLECTION”

Fresh collections at frequent

intervals

MIDDLE HIGH PRICE

POSITIONING

DISTRIBUTIONDISTRIBUTION

ENLARGED DISTRIBUTION

PROMOTIONPROMOTION

• POS VISIBILITY

• LOCAL TESTIMONIALNew MainstreamNew MainstreamDiffusionDiffusion Brand Brand

PRICEPRICE

Marketing mixMarketing mix

Marketing Mix: ProductMarketing 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)

Marketing Mix: PromotionMarketing Mix: Promotion

Global creative concept featuring local strong testimonials

Goal: Global brand in the mainstream diffusion segment but perceived local in India.

LOCAL TESTIMONIAL

• Coherent with brand value: fresh, young, “on the wave”• With a strong local target awareness

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….

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.

Marketing Mix: POS materialsMarketing Mix: POS materials

GOAL: ENLARGED DISTRIBUTION & HIGH POS VISIBILITY

• Trade marketing as main focus in the first year• Consumer focus will follow

DISPLAY TOWER

TAILOR MADE VISUALS

“EASY TO MANAGE” CATALOGUE

CONSUMER PROMOTIONS

COUNTER CARDS