Brandworks kandyfloss


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Brandworks kandyfloss

  1. 1. Client: M R Hosiery Project: Communication design Date: Sep 28, 2010
  2. 2. <ul><li> Concept </li></ul><ul><li>An national apparel Brand that promises the best and the most fashionable dress for kids between age group of 0-3 years </li></ul>
  3. 3. <ul><li> Brief </li></ul><ul><li>A national kids fashion brand wants to make inroads in already cluttered market which promises most stylish and best product in its category </li></ul><ul><li>“ A brand that promises Attitude ” </li></ul>
  4. 4. Market Scenario At Kearney's Global Retail Development Index, which measures developing countries in terms of attractiveness for retailers looking at global expansion, has ranked India number one in its most recent survey. The country's retail sales are projected to soar from $300 billion today to $637 billion by 2015, according to estimates by Indian firm KSA Technopak. A report by PricewaterhouseCoopers estimates about $412 billion in investment will flow into the Indian retail sector by 2011. According to research firm KSA Technopak, the kids' apparel market size is over Rs 13,000 crore, of which the branded segment consists Rs 3,000 crore. which is growing at a rate of 20-25 per cent.
  5. 5. The size of the retail industry in India is expected to touch USD 450-500 billion by 2010. Within the retail sector, grocery is the biggest component with 50 per cent share. Apparel is the next high growth area in the retail sector.
  6. 6. The Decision Makers 'The mother actually admits the child's influence even in the purchase of all types of brands - which the child seems to be doing unconsciously,' the NFO-MBL study indicates. For example, 17 per cent of the children aged between seven and14 years said they bought products for the home.
  7. 7. <ul><li>The KSA Consumer outlook also presented marketing opportunities for tapping each consumer segment. The study reveals that 58 per cent of apparel for young women and 42 per cent for young men is unbranded, and marketers can leverage this opportunity to create youth apparel brands for them. They are decision influencers for almost all household purchases and must be targeted by retailers and marketers for promoting the sales of big-ticket items. </li></ul>
  8. 8. How to do it
  9. 9. <ul><li>Target Group </li></ul><ul><li>Direct: Kids between age group 0-3 </li></ul><ul><li>Indirect: Parents </li></ul><ul><li>Socio Economic Segment: A1/A2/B1 </li></ul><ul><li>Businessmen/Middle/Senior Executives/Self Employed Professionals/Double Income Household </li></ul>
  10. 10. Positioning Frame Our Brand Value for Money High Price LILIPUT CATMOSS ZAPP ADAMS
  11. 11. <ul><li>Communication Strategy </li></ul>
  12. 12. Outdoor <ul><li>Hoardings </li></ul><ul><li>Kiosks </li></ul><ul><li>Bus Shelters </li></ul><ul><li>Mobile Van </li></ul><ul><li>Shopping Mall Plasma TV </li></ul><ul><li>Car Parking Displays </li></ul>
  13. 13. In-shop <ul><li>Posters </li></ul><ul><li>Danglers </li></ul><ul><li>Stickers </li></ul><ul><li>Wobblers </li></ul><ul><li>Standees </li></ul><ul><li>Visual Merchandising </li></ul>
  14. 14. <ul><li>Visiting Card </li></ul><ul><li>Letterhead </li></ul><ul><li>Bill Book </li></ul><ul><li>Price Tag </li></ul><ul><li>Product Tag </li></ul><ul><li>Dress for the store staffs </li></ul><ul><li>Visitors Book </li></ul><ul><li>Visiting Card Holder </li></ul><ul><li>Cup/Mug/Glass/Hangers/Gondolas </li></ul>Internal
  15. 15. <ul><li>The Creative </li></ul>
  16. 16. Logo option 1
  17. 17. Elements
  18. 18. ad
  19. 19. Retail signage
  20. 20. Outdoor
  21. 21. instore
  22. 22. Props / products
  23. 24. Merchandise adaptation
  24. 25. Carry Bag
  25. 27. Smart Buy Card
  26. 30. <ul><li>Thank You </li></ul>