New busiess idea
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Transcript of New busiess idea
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F
AL
TE
E L
GROUP
F
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COMPANY PROFILE
COMPANY NAME : Caminar De Stil
ESTABLISH ON : NOV 2015
PRODUCT : FLATEEL
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
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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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CORE PRODUC
T EXPECTED PRODUCT
AUGUMENTED PRODUCT
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
DISTY PRICE
DISTY MARGIN
DISTY MARGIN %
DEALER PRICE
DEALER MARGIN
DEALER MARGIN %
RRP/MRP
INR INR % INR INR % INR
FLATEEL 1338.607 70.453 5% 1409.06 89.94 6% 1499
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P L A C EDELHI
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 - Finding 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
FLATEEL FRESH FACE
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TOOLSINTEGRATED MARKETING COMMUNICATION
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Bargaining power Of BUYERS
Potential New THREAT
Substitute PRODUCT
Intra-Industry Rivalry(Bata, Cat walk, Tanya heath Paris)
THREAT -MODERATE
Bargaining Power of SUPPLIERS
LOWThe heels are made by Leather which may be classified as commodity, manufacture process add the value
THREAT- HIGHHEELS
HIGH
• Young girls• Price sensitive• Substitute available
POTER FIVE FORCES MODEL
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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
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
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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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