D:\Lurve Madhuparna(97) Priyanka(30)
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  • 1. Madhuparna Das – 97 Priyanka Purkayastha – 30 MBA (Advertising) Batch - 2010
  • 2.  
  • 3.
    • Launch of a stylish affordable ladies shoe brand in
    • India
  • 4.
    • The Indian footwear retail market is expected to grow at a CAGR of over 20% for the period spanning from 2008 to 2011.
    • Footwear is expected to comprise about 60% of the total leather exports by 2011 from over 38% in 2006-07.
  • 5.
    • Presently, the Indian footwear market is dominated by Men’s footwear market that accounts for nearly 58% of the total Indian footwear retail market.
    • By products, the Indian footwear market is dominated by casual footwear market that makes up for nearly two-third of the total footwear retail market.
  • 6.
    • As footwear retailing in India remain focused on men’s shoes, there exists a plethora of opportunities in the exclusive ladies’ and kids’ footwear segment with no organized retailing chain having a national presence in either of these categories.
  • 7.
    • The Indian footwear market scores over other footwear markets as it gives benefits like low cost of production, abundant raw material, and has huge consumption market.
    • The footwear component industry also has enormous opportunity for growth to cater to increasing production of footwear of various types, both for export and domestic market.
  • 8.
    • Bata India Ltd.
    • Liberty Shoe Ltd.
    • Khadim India Ltd.
    • Metro shoes
    • Mochi
    • Catwalk
    • Possible foreign entry
  • 9.
    • Age – 18-35
    • Geographic- Urban (mainly metros)
    • Psychographic – Fashion conscious, independent, working, ambitious
  • 10.
    • Sexy
    • Suave
    • Sophisticated
    • Stylish
    • The name Lurve suggests the
    • Flirtatious, falmboyant nature of the brand
  • 11.
    • Most women in India are not really conscious about what shoe to wear
    • ‘ Lurve’ will create a brand culture amongst the target audience
    • Women will be encouraged to pay as much attention to their shoes as they pay to clothing
  • 12.
    • Affordable
    • Ranging from Rs 350 – Rs 1500
  • 13.
    • Carried out in 3 phases
    • Pre-launch
    • Launch
    • Follow up
  • 14.
    • Shoes Everywhere…
  • 15.
    • Tie –up with Cake shops where shoe shaped cakes will be available
    • High heel shoe cut outs on lamp posts
    • Ambient advertising: Images of shoes on multi-storied buildings
  • 16.
    • Our target group can be majorly found in pubs, lounges, sports bar etc
    • ‘ Ladies night’ is a special attraction in metros like Mumbai, Bangalore etc
    • Cocktails or mocktails can be named on the brand name ‘ Lurve’ to create a lasting impression
  • 17.
    • Sizzle with shoes on..
  • 18.
    • All four metros and semi-metros
    • Dresses will be designed with the shoe theme in mind
    • Models will walk the ramp with shoes as their accessories
  • 19.
    • Maintaining the brand culture..
  • 20.
    • After the success of the launch fashion show, it could be taken up as a regular property.
    • Sponsoring college fests and organizing ‘dream’ fashion shows (the winner will act as the model for the next ad campaign) at an inter-college level.
  • 21.
    • Shoes and the targeted brand image together can be used very effectively in outdoor medium
    • A massive sized shoe can be put up on the hoarding place with just the brand name
    • The crux is to make the brand name familiar to the style statement impressed upon by the brand
  • 22.
    • One of the best mediums our target can be reached is the new media.
    • Facebook (communities, fashion games etc)
    • Twitter (any new range will follow you as the tweet)
    • Blogs ( Specialised branding in blogs like ‘striding in my stilletos’ by Queenbee)www.stridinginmystilletos.blogspot.com
  • 23.  
  • 24.
    • The showroom door handles will be in the shape of shoes
    • The couches and other interior decors will also imbibe the shoe theme
    • Free pedicure and foot massage session for people exceeding purchase of a certain amount
  • 25.
        • Every week a particular day will be dedicated as the “lurve day”
        • Special discounts, free gifts and vouchers will be the added attraction
  • 26.