NEW PRODUCT LAUNCH

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    21-Oct-2014
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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

Slide 1

FLANK OFF Im foot-abulous

Asad Hoosain BITW

OVERVIEW

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

SWOT

STRENGHTS

WEAKNESSES

OPPORTUNITIES

THREATS

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

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

-Youthreach.-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.

TARGET AUDIENCE

Urban (Tier 1 and 2 cities).Youth15-25Primarily Male For those who are :-School-goers,FashionableNewbies in fashionWant to set a new trend(trend-setters)Be a stand-out and be cool

Starting off their career.Who travels around, Likes adventureParty-freak.Into denims,jackets and stylish jeansMixes up colour .Isnt afraid to experiment.Fantasize and dream big.Middle class and aboveAchievers & StriversAmbitious Keep passion for success

7 Ps

PRICE

Rs 899- 2599Low price,High PromotionRapid PenetrationA margin of 10% would be kept for the wholesalers and a margin of 25% would be kept for the retailers.

PLACE

Primarily Retail & OnlineSEO (Google) Targeting Near areas where youth crowd is more likely to be found:- Leading Shopping OutletsHangoutsBus StopsLounges and PubsPosh areasResidential societies

Fashion showsYouth festivals.

Cities like Mumbai,Bangalore,Kolkata,Hyderabad,New Delhi,Chandigarh,Ahmedabad,AmritsarHigh retail only in Metros.

PROMOTION

Online targetingTwitter#ashtagsSites where youth visit the most-occupy top spaces of Youtube and also pop-ups of flipkart,yebhi,amazon.inSports 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

Celebrity collaborations Virat Kohli & Anushka SharmaVarun Dhawan,Rannvijay,maybe Poonam PandeyMovie placements.

Placement of ads Highest freq.- MOVIE CHANNELS,LEISURE CHANNELSMTV (Shows like Roadies,Splitsvilla etc)V (Mostly all shows)BindassNDTV GOOD TIMESDISCOVERY TURBODancing shows

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 artIntroductory Summer offers.Upcoming IFLChance of goingto FIFA WC

Summer CollectionCollaborations withMagazines(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 dayTrade shows and Expos (for providing the comfort and quality proof)

PRODUCT

Daily wearFashion wearContemporary styleVariants of-SneakersSports shoesIntroduce designer shoes by big designers

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)

PROCESS

Customer satisfaction oriented.Loyalty cards.

PEOPLE

T.AWould keep an advisory board comprising of employees kids and others aged 15-22.

BRAND AWARENESS

PERCEIVED QUALITY

BRAND LOYALTY

BRAND ASSOCIATION

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

-Staff /deliveryservice- Shops having good ambience & music

-Coupons-Vouchers-Game Invites-Tailoredpromos-Customers Club

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

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)

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.

COMPETITORS COMPARISON

Major competitors- NIKE CONVERSE & VANS.