NEW PRODUCT LAUNCH

22
FLANK OFF I’m foot- abulous Asad Hoosain BITW
  • date post

    21-Oct-2014
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    Education

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This ppt is aboput how would you launch a new product-SHOES line in the industry

Transcript of NEW PRODUCT LAUNCH

Page 1: NEW PRODUCT LAUNCH

FLANK OFF I’m foot-abulous

Asad Hoosain BITW

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OVERVIEW

• FLANK OFF is a shoe product under a hypothetical start-up.

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SWOTSTRENGHTS WEAKNESSES OPPORTUNITIES THREATS

-Exposure to export markets.-Easy availability of low cost of labour.-Variants.-Comfortable availability of raw materials.-Quality and environment conscious.-Affordable price.

-Lack of fresh investment in the sector-Little brand image.-New entrant.

-Youth reach.-Growing fashion consciousness globally.-Use of modern technology.-Product diversification.-Exposure to newer markets.

-Multiple Brands existing. -Competition.-Entry of multinationals in domestic market.-Fast changing fashion trends.-Market share.

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TARGET AUDIENCE

• Urban (Tier 1 and 2 cities).• Youth• 15-25• Primarily Male For those who are :-• School-goers,• Fashionable• Newbies in fashion• Want to set a new trend(trend-setters)• Be a stand-out and be cool

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• Starting off their career.• Who travels around, • Likes adventure• Party-freak.• Into denims,jackets and stylish jeans• Mixes up colour .• Isnt afraid to experiment.• Fantasize and dream big.• Middle class and above• Achievers & Strivers• Ambitious • Keep passion for success

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7 P’s

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PRICE

• Rs 899- 2599• Low price,High Promotion• Rapid Penetration• A margin of 10% would be kept for the

wholesalers and a margin of 25% would be kept for the retailers.

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PLACE

• Primarily Retail & Online• SEO (Google)• Targeting Near areas where youth crowd is more

likely to be found:- • Leading Shopping Outlets• Hangouts• Bus Stops• Lounges and Pubs• Posh areas• Residential societies

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• Fashion shows• Youth festivals.

• Cities like Mumbai,Bangalore,Kolkata,Hyderabad,New Delhi,Chandigarh,Ahmedabad,Amritsar

• High retail only in Metros.

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PROMOTION

• Online targeting• Twitter• #ashtags• Sites where youth visit the most-occupy top

spaces of Youtube and also pop-ups of flipkart,yebhi,amazon.in

• Sports websites like espn,cricbuzz etc.• Hoardings near colleges and schools • Creative posters and spread-out single coloured

ads throughout ,• BLACK,RED,YELLOW,BLUE,PINK AND GREEN.• Road shows and Freebies

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• Celebrity collaborations –• Virat Kohli & Anushka Sharma• Varun Dhawan,Rannvijay,maybe Poonam Pandey• Movie placements.

• Placement of ads –• Highest freq.- MOVIE CHANNELS,LEISURE

CHANNELS• MTV (Shows like Roadies,Splitsvilla etc)• V (Mostly all shows)• Bindass• NDTV GOOD TIMES• DISCOVERY TURBO• Dancing shows

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• Conduct design contests and voting system though FB, Twitter.

• Xbox, Fastrack, Vespa, FM, Micromax, Kwality Walls & Energy drinks(Zinga, Boost,MTN DEW) collaborations.

• Festival tie-ups.• Music shows.• Graffiti art• Introductory Summer offers.• Upcoming IFL• Chance of goingto FIFA WC

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• Summer Collection• Collaborations with• Magazines(Articles, Ads and images)• iPOD GEAR – Running, Jogging,Marathon events

etc.• Racks in elevators of malls.

• Applications in Android,Windows and istore. (Click your shoe and post it on the app and win weekly prizes and feature prize-ticket to FIFA WC)

• Send out a birthday card with a special coupon on their big day

• Trade shows and Expos (for providing the ‘comfort and quality’ proof)

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PRODUCT

• Daily wear• Fashion wear• Contemporary style• Variants of-• Sneakers• Sports shoes• Introduce designer shoes by big designers

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PHYSICAL EVIDENCE

• Engaging to promote the F-G-F.• Try-outs.• Very comfortable soles.• Minimalistic and simple packaging –appealing and

pleasing the eye.• Less use of plastics and paper for packaging

purpose.• Liability insured (in case)

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PROCESS

• Customer satisfaction –oriented.• Loyalty cards.

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PEOPLE

• T.A• Would keep an advisory board comprising of

employee’s kids and others aged 15-22.

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BRAND AWARENESS

PERCEIVED QUALITY

BRAND LOYALTY BRAND ASSOCIATION

-Ads-Freebies-Activisms, NGOs,Marathons-Hoardings-Cool packaging-Establishments-Security check podiums-Contribute to charity

-Staff /delivery service- Shops having good ambience & music

-Coupons-Vouchers-Game Invites-Tailored promos-Customer’s Club

-Logo-Celebrities-Slogans-Films-Sponsorships-Pdt. placement-Events- Meet n greet

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CAMPAIGNS/EVENTS

• Fusion Fest.(Featuring prospective and fusion rock bands)(Lifestyle party for college goers)

• Wander Off- Discover Your self. Discover you city (GO to places you have never seen before in your city, click pics with our shoes involved,just that one pair, and you could win a trip to Miami.

• Inter-College Fashionista F-Off (Display your fashion style and skills and win exclusive packages and goodies along with a date with Virat Kohli or _____)

• MyDay(Celebrate Youth Day Jan.12 by representing yourself.Offers)

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EDGE OVER COMPETITION

• Can also wear without socks.• Made from greener material.• Certain models are lace-less.• Easily washable.• Reduces sweating by 40% • Nearly indestructible design (In association with

Crocs)• Zip type/Pressing button type footwear.

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COMPETITORS COMPARISON

• Major competitors- NIKE CONVERSE & VANS.

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