New product launch planing.

65
By Zala Rajendra By Zala Rajendra Mo:9723495597 Mo:9723495597 E-mail:[email protected] E-mail:[email protected]

Transcript of New product launch planing.

Page 1: New product launch planing.

By Zala RajendraBy Zala RajendraMo:9723495597Mo:9723495597E-mail:[email protected]:[email protected]

Page 2: New product launch planing.

Business NameBusiness Name Impresso Footwear Pvt. LtdImpresso Footwear Pvt. Ltd

Brand NameBrand Name :- “Impresso”

ProductsProducts Sports ShoesSports Shoes

Page 3: New product launch planing.

Company Objectives Creating brand image

Providing Better & Standard quality product

Capture a good market Share

Sustainable growth

Profit making

Social responsibility work

Page 4: New product launch planing.

Company Mission

Impresso’s mission is ‘To providing Stronger, Standard and Flexible sports shoes to every sports related people in the world.’

Our mission statement is intentionally broad and outward looking, focussing on the needs of athletes.

Page 5: New product launch planing.

Needs The consumer needs are Comfortable & Flexible

shoes for sports activity & Walking Low price, better quality of sports shoes The maximum Grip and Durability

Wants Branded Shoes (Branding of high level), Life

Style, Top Sporting Personalities, Status Symbol, Standard, Popularity

Light weight, Support, Stability, Breathability, Fitting

Page 6: New product launch planing.

Target Market Sports Shoes Industry in Ahmedabad Sports Organization in Ahmedabad Sports Club in Ahmedabad

Market Segment All Upper Class, Upper Middle Class & Middle

Class in Ahmedabad This segment are Regular & Heavy user of the

sports shoes Athlete & Sports related people in Ahmedabad

Page 7: New product launch planing.

Positioning The Impresso brand attitude “Just keep

your shoes on…”

“Success in your hand” this massage is use in Advertising & Promotion

Power, Energy Ruggedness, Stronger and Standard

‘To bring inspiration, Creativity and innovation’.

Page 8: New product launch planing.

Points-of-Difference (PODs) Impresso- Performance

Value Proposit ion A Shoes that provides the Stronger, Standard

and Comfortable of an Impresso sports shoes

Page 9: New product launch planing.

Marketing Strategy STP- Segmentation, Targeting, and Positioning

Tactical Marketing Plan of Impresso Product Features Promotion Pricing Sales Channels Service

Page 10: New product launch planing.

Strategic Marketing Plan of Impresso The Target Markets The Value Proposition

The Central Role of Strategic Planning

Understanding Customer value Creating Customer value Delivering Customer value Capturing Customer value Sustaining Customer value

Page 11: New product launch planing.

Marketing systems The order-to-payment cycle Sales information systems Databases, Data Warehousing & Data

Mining

Page 12: New product launch planing.

The Marketing Intell igence system Train and motivate the sales force to spot and

report new developments Network externally Set up a customer advisory panel Take advantage of government data resources Purchase information from outside suppliers Use online customer feedback systems to

collect competitive intelligence

Page 13: New product launch planing.

ProductProductProduct Variety (Sports Shoes)Product Colour 100% White Red & White Red, Blue & White Blue & White 100% Black White & Black

Page 14: New product launch planing.

DesignDesign

Cricket shoes

Normal Sports shoes

Walking shoes

Page 15: New product launch planing.

Look (All new fashion & Style available)

Sizes No:- 7, 7.5, 8, 8.5, 9, 9.5, 10, 10.5, 11

Weight Cricket shoes (Normal Weight) Normal Sports shoes (Normal Weight) Walking shoes (Light Weight)

Page 16: New product launch planing.

Services

Warranties 6 Month (against manufacturing defects only)

Market Availabil i ty Company`s shops in Five areas at Ahmedabad &

All Variety are available in any time. (8:00am to 11:00 pm)

Free Home Delivery:- with in 2 Days

Credit Card System

Page 17: New product launch planing.

Trained Managers, sales man and Staff

High standard for service delivery time

Operate a knowledgeable and friendly customer service department that can answer questions, handle complaints, and resolve problems in a satisfactory and timely manner

Toll-free numbers

Page 18: New product launch planing.

Services strategies will help building image in the perception of the customer.

Page 19: New product launch planing.

Product mix length Sports shoes

Product mix Width or Bredth Cricket shoes Normal Sports shoes Walking shoes

Product mix depth (no. of Variety) Size, Colour, Look, Design

Page 20: New product launch planing.
Page 21: New product launch planing.

Quality & Benefits

Energy-returning boost midsole Perfect blend of style and utmost comfort for your

feet The techfit technology, flexible non-leather upper

and mesh lining ensures support and stability The maximum grip and durability The perforations on the mesh upper will keep

your feet sweat free

Page 22: New product launch planing.

The mesh lining and a mesh collar keep your feet at utmost comfort

The lace-up design further adds to the overall appeal of running shoes

The rubber sole make running shoes durable and ensure perfect grip for your feet

Light weight Material shoes used

The non marking rubber outsole promises great grip on all the surfaces

The dynamic and flexible midsole offers natural and unrestricted movement 

Page 23: New product launch planing.

Installment 0% interest rate Installment schem by Credit

card System (purchase up to Rs. 5000 & selected Bank Only)

Discount Discount on high unit purchase if 5 pair of shoes

are purchased in span of 1 year then customer will get 40% to 50% off on their 6th one when they will buy.

Page 24: New product launch planing.

Price Range

The upper of these lace-up running shoes are made of non-leather material and the lining is made of mesh. The sole is made of rubber. These shoes have ForMotion

Adidas, Black Running Shoes Rs. 8099

Nike Men Black Sports Shoes Rs. 7,295

Impresso Black Sports Shoes Rs. 6,999

Page 25: New product launch planing.

Energy-returning boost midsole Perfect blend of style and utmost comfort for your

feet. The techfit technology, flexible non-leather upper

and mesh lining ensures support and stability. Maximum grip and durability.

Adidas, Red Sports Shoes Rs. 10,999

Nike Men Red Sports Shoes Rs. 9,799

Impresso White Sports Shoes Rs. 9,099

Page 26: New product launch planing.

The mesh lining and a mesh collar keep your feet at utmost comfort

The lace-up design further adds to the overall appeal of these running shoes

The rubber sole make these running shoes durable and ensure perfect grip for your feet

Adidas, Black Sports Shoes Rs. 6749

Nike Men White Sports Shoes Rs. 6,795

Impresso White White Sports Shoes Rs. 5,999

Page 27: New product launch planing.

Designed to offer a balance between support and stability

These lace-ups feature a synthetic upper with vents for ventilation

EVA lasting midsole Pair makes it highly durable Utmost comfort and a soft feel is possible

Adidas, White Sports Shoes Rs. 5,699

Nike Men White Sports Shoes Rs. 5,995

Impresso White White Sports Shoes Rs. 4,799

Page 28: New product launch planing.

Coverage Five company`s Showroom in Ahmedabad &

They are cover all Ahmedabad

Transportation Factory to shops by mini truck (Two mini trucks) Home Delivery by bike (Five bikes)

Page 29: New product launch planing.

LocationAnand Nagar, Ahmedabad (Head

office) Area: 1800 SqFeet Unfurnished Monthly Rent: Rs.1,29,600 Rate: 72 per SqFeet 

Iscon Mega Mall, S G Highway, Ahmedabad

Area: 800 SqFeet Monthly Rent: Rs.65,600 Rate: 82 per SqFeet Unfurnished

Page 30: New product launch planing.

Satell i te Rd, Satell i te, Ahmedabad Area: 800 SqFeet Unfurnished Monthly Rent: Rs.68,000 Rate: 85 per SqFeet 

CG Road area, Ahmedabad Area: 800 SqFeet Unfurnished Monthly Rent: Rs.84,000 Rate: 105 per SqFeet 

Page 31: New product launch planing.

Maninagar, Ahmedabad Area: 800 SqFeet Unfurnished Monthly Rent: Rs.65,600 Rate: 82 per SqFeet

Factory in Industrial area at Ahmedabad)

Page 32: New product launch planing.

Distribution ChannelsConsumer MarketZero level channel (Direct marketing channel) Catalog Showroom Manufacturer-owned stores &

Supermarket Mail order Telemarketing Internet selling Web-sitesBusiness Market Sports Club Sports Organization Sports school

Page 33: New product launch planing.

PromotionBrand Ambassador Ravindra Jadeja (Cricketer) All rounder No. 1 in the world Success & Strong Power & Energy Gujarati

Page 34: New product launch planing.

Sales promotionObjectives To Introduce a new product To keep customers satisfied To attract new customers To explain customers to try & buy certain

product To have good competitive position To increase effective Advertising To increase product, brand, company name

Page 35: New product launch planing.

Three levels Sales promotion method or tools

Consumer level Sales promotion Gift articles like; Socks, Dairy, T-shirt, Calendar Coupons (Per three Month) Warranty Seasonal Discount like; monsoon session, 15 th

Aug, Dipawali Mega offers. Installment payment scheme Free Exhibition Free Home Delivery

Page 36: New product launch planing.

Sales man level Sales promotion Training to staff Credit facility for gift on excess sale Parties & meeting Free Insurance Free tour or visit to some places Festival gift & Bonus Extra commission Special allowances Participation in looking sales policy Uniform sales man

Page 37: New product launch planing.

Publicity Newspaper Reports Achievement Participation sports Events (khel maha kumbh

on Dec. to Jan. by Gujarat govt.) Social significance Social networking sites like Face book, twitter

etc. Word-of-mouth publicity period of the brand`s

introduction

Page 38: New product launch planing.

Personnel Sell ing

Objective Two way Communications Personnel Attention Supports other promotional tools Immediate Feed back Individual Services Customers confidence Improving Image

Page 39: New product launch planing.

AdvertisingPrint mediaNews paper Ahmedabad Mirror, Time of India, DNA,

Economic times, Gujarat Samachar, Divya Bhaskar, Sandesh, etc

Page of Advertisement on Ahmedabad Mirror

Page 3, Page 5, Front Page

Time of Advertisement on Ahmedabad Mirror

Every Fri, Sat & Sun Oct., Nov., Dec., Jan., Feb., Mar., Apr.

Page 40: New product launch planing.

Rate of Advertisement on Ahmedabad Mirror ((Riyo Advertising Agency )Ahmedabad Mirror Display + Page 3 Loading

Min Size: 4cm X 5cm

Color Rs 245

2 DAY BEFORE

Ahmedabad Mirror Display + Page 5 Loading

Min Size: 4cm X 5cm

Color Rs 215

2 DAY BEFORE

Ahmedabad Mirror Front Page Display

Min Size: 4cm X 5cm

Color Rs 300

2 DAY BEFORE

Ahmedabad Mirror Back Page Display

Min Size: 4cm X 5cm

Color Rs 245

2 DAY BEFORE

Page 41: New product launch planing.

Outdoor MediasHoardingsAdvertisement agencies Chitra Publicity Co., Selsites Outdoor Advertising,

Krishna Communication, etc. Hoarding strength is in communicating simple

ideas quickly.

Rate of Hoarding A Hoarding`s rate of ten feet by twenty feet in

Ahmedabad range between Rs8,000 to Rs15,000 per month.

Page 42: New product launch planing.

Pleas of Hoarding

New West Zone Thaltej to Iscon Circle on SG Highway West Zone University Road and NavrangpuraCentral Zone Lal Darwaja- Shahibaugh railway under bridgeSouth Zone Kankaria football ground and Paldi

Page 43: New product launch planing.

Pleas of Banner & Display BoardCinema Big Cinemas, Cine Pride, Cinemax, Cinepolis

(Alphaone Mall), City Gold, City Pulse, PVR (Acropolis Mall), Wide Angle (SG Highway)

Shopping Mall Himalaya Mall Iscon Mega Mall Star Bazaar Big Bazaar Reliance Fresh D Mart

Page 44: New product launch planing.

Sports club

college

Yoga club

Bike show room

Public pleas river fund

Page 45: New product launch planing.

Bus Panels BRTS

Wall-painting

Internet Advertising Web-sitesSocial Networking sites Face Book, Twitter

On line selling sites yebhi.com, jabong.com, myntra.com

Page 46: New product launch planing.

Segmentation

Why Ahmedabad ? Growing middle class and the young population Organizing major sporting events The government and private sector focus on this

sector Growing health and fitness awareness, brand

awareness Growing people focus in sports activity

Page 47: New product launch planing.

Geographic Bases Segmentation

Region :- Regional

City of Metro 7th Largest metropolitan area of India

Density Urban, sub urban

Total population 63,52,254 urban/metropolitan (33,48,264 males

& 30,03,990 Females)

Page 48: New product launch planing.

Demographic Bases SegmentationAge Level 589076 total children (0-6)

Life-cycle stage In 2012, The Times of India chose Ahmedabad

as the best city to live in India

Sex/Gender The sex ratio of Ahmedabad city is 897 per 1000

males. Child sex ratio of girls is 853 per 1000 boys.

Page 49: New product launch planing.

Income Gujarat`s per Capita income Rs. 63,961 shows

16.80% rise (10 march, 2011)

The RBI ranked Ahmedabad as the eighth largest deposit centre & seventh largest credit centre nationawide as of June 2012

GDP of Ahmedabad was estimated at 59$ billion in 2010

Page 50: New product launch planing.

Education Total Literates in Ahmedabad city are 44,64,303 of

which 24,59,823 are males while 20,04,480 are females

Avg. literacy rate of Ahmedabad city is 89.62% of which male literacy was 93.96% & female literacy was 84.81%

Buying Motive The Ahmedabad consumer is very economically &

Statistical.

Page 51: New product launch planing.

Occupation The city is traditionally and industrial city & also

noted for its trade and commerce. Ahmedabad, being a centre for commerce has

traditionally had a large population of traders. Belonging to Vaishnav Hinduism & Jainism

Government Municipal corporation & BJP Government of

Gujarat

Page 52: New product launch planing.

Sychographic Bases SegmentationSocial Status The majority of residents of Ahmedabad are

native Gujarati & speak Gujarati Large populations of Hindus, Muslims and Jains

and these cultures are preeminent in the city, with their religious festivals and cuisine dominating the city's culture.

83% Hindu 2.5% Jain 13.8% Muslim 0.72% Christian

Page 53: New product launch planing.

Behaviour Bases SegmentationUser Status Ahmedabad people are user product of

branded, top sporting personalities & Standard, Low price, better quality

Cricket is popular game in Ahmedabad 25% to 30% only useing Sport product &

Shoes

Page 54: New product launch planing.

Strategies of Market Segmentation Single Segment concentration Product is One(Sports Shoes), segment is

one(Ahmedabad) Selects only higher income segment Minimize the risk from competitors

M m1 m2 m3

p1

p2

p2

Page 55: New product launch planing.

Introduction

Growth MaturityDecline

Sales

PLC (Time)

Page 56: New product launch planing.

Low Sales High cost per customer Profits- Negative Competitors- Few

Marketing Objectives Create product awareness

Strategies Advertising- Build product awareness among

early adopters Sales Promotion- Use heavy Sales promotion

Page 57: New product launch planing.

Marketing Strategies For Introduction Stage Promotion

Price

Market is larger Major part of market is not aware of the product More possibility of competition

High Low

High SkimmingStrategy

Skimmingstrategy

Low Penetration strategy

Penetration strategy

Page 58: New product launch planing.

Competit ionCompetit ion

Nike

Adidas

Puma

Reebok

Page 59: New product launch planing.

Indian footwear market Rs 19,900 crore and growth rate of 8-10 per cent

Men’s segment accounts for 59 per cent and women’s segment contributes 41 per cent

Urban India contribute 70 per cent to the overall footwear market in FY 2011

Exclusive-brand outlets account for over 50 per cent of the footwear market followed by multi-brand outlets at 28 per cent

Page 60: New product launch planing.

The preference for branded products is on the rise with a growing consumer preference to shop from organised retail locations like malls/large format stores

About 37.8 percent of Footwear retail is the organized segment

The average spend on the footwear by urban consumers is Rs 240/annum, consumers in rural areas spend just about Rs 100/annum.

Page 61: New product launch planing.

The second most organized retail category in India, next only to Watches

The annual domestic consumption of footwear is approximately 1.1 billion pairs per annum, and top 20 cit ies contribute about 450 Mil l ion pairs/annum

India is the second largest footwear manufacturer in the world, next only to China

India Sports market Rs.1393 crore (7%)

Page 62: New product launch planing.

Segment wise classif ication of price ranges in the men’s footwear segments:

Segments Price Ranges in Rs % of growth

Mass market 185 – 700 60% (Liberty Bata)

Economy market 700- 1000 30% (Bata Liberty)

Sports market 1000 – 5000 7% (Nike Adidas)

Premium leathers 5000- 10000 5% (Charles and

Keith)

Luxury 10000- 50000 1% (Gucci Louis

Vuitton)

Page 63: New product launch planing.

Customer Segments

Retail footwear segment in Indian is very price sensitive

Major part of the demand unorganised

Sector shortfall of 300 million pairs

Branded shoe market only account for 20% of the entire market

Page 64: New product launch planing.

International brands largely dominate the higher end of the spectrum

The lower end of the market is dominated by home-grown players as well as unorganised players

Men's footwear is the biggest target category

Page 65: New product launch planing.

Thank You