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marketing strategy for international brand. Technopak consultants competition.

marketing strategy for international brand. Technopak consultants competition.

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  • 1. Tune into your Impulse Go to market strategy for an international apparel and shoes brand By: Vrinda Bhagat Suprotim Rao SIMC, Pune MBA- Communication Management
  • 2. MARKET SCENARIO Indian Apparel and Footwear Industry - The domestic apparel market , which was worth INR 207,400 (2012), is expected to grow at a CAGR of 9% over the next decade. -The Indian footwear retail market is expected to grow at a CAGR of over 15% for the period spanning from 2011 to 2015. - The rugged apparel category consisting of denims, active wear and TShirts for both men and women is almost worth INR 56,287. - Out of this, men’s apparel category almost account for INR 36,584 and women’s apparel category almost account for INR 19,703.
  • 3. COMPETITIOR ANALYSIS Launched in 2010. Target Group Appeal to -masses. Distribution At present 13 stores. Positioning Premium-quality outdoor footwear, apparel and accessories. Pricing Men’s wear Rs 1800-7000. Women’s wear Rs 1400-4000. Launched in 1992. Target Group Appeal to masses. Distribution More than 500 stores in the country. Positioning Brand for adventure lovers. Pricing Men’s wear Rs 900-5000. Women’s wear Rs 750-4200. Launched in 2013. Target Group Appeal to classes. Distribution Currently has 5 outlets in NCR region. Positioning Luxury Lifestyle Brand, Plays on its Vintage Thrift Brand image. Pricing Men’s wear Rs 2000-12000. Women’s Wear 1500-8000.
  • 4. MARKET TRENDS - Despite the not so optimistic economic scenario of 2012, the demand for denim is growing, especially with the younger generation. - There is a heightened acceptance of casual or ‘Friday ’ dressing. - The shift from formal attire to comfort -oriented casual attire is driving the market for’ T-shirts , along side the demand for denim. - Consumers are in a phase of transition they no longer want to stick to wearing apparel of defined style sand silhouette but also want to experiment with the look of the clothing. - Customers in the super premium segment are willing to pay a premium to ensure That their tailor -made clothing reflects their own personality and also helps them differentiate themselves and get noticed.
  • 5. BRAND VISION AND MISSION Brand Vision The bodacious sense of Fashion. Brand Mission To provide premium quality apparel and footwear which gives a confident and rugged appearance to the consumer. The brand will stand for those who are bold and courageous. It represents those who believe that adventure is the new mantra of life. They enjoy facing new challenges everyday in
  • 6. TARGET AUDIENCE Madcap will target : - Young men and women who belong to SEC A. - It will include both college students and working professionals in the age group of 18 to 35 years. I want to be comfortable all day long. I love being on my toes all day. I am strong, I am tough, I am cool Thank God Its Friday! It’s a new challenge everyday.
  • 7. MARKET ENTRY STRATEGY & POSITIONING - Madcap will enter the Indian market in a company operated retail format. - It will be available to the consumer through independent retail stores in five big cities: Bangalore, Mumbai, Pune, Delhi, Chandigarh. Madcap will be positioned as follows: --The stores will be located in premium malls across these cities. Adventure and sports lifestyle brand. - For people who like rugged and casual clothing. - It is for people who look for comfort but style is important too. - They love to go into the wild and explore everything out there. - Our apparel and footwear line will create latest fashion MADCAP will youth. trends for the be positioned in the premium segment of the apparel industry.
  • 8. MARKETING MIX: PRODUCTS & PRICING Shirts 200 0 – 5000 Tshirts 13 00 Denims 3 Capris 220 0 – 2000 - 3500 500 - 800 0 Men’s Wear 000 Cargos 3000 - 5 SweatShirts(W inter’s collection) 40 00 - 6000 All prices in INR
  • 9. MARKETING MIX: PRODUCTS & PRICING Denim s 3500 - 7000 Cargos 3000 - 5000 Women’s Wear Shorts 1300 - 2000 T Shirt s 1200 - 2000 Jacket T Sh (wi 4000 i-rts 1nterwear) 700299 & Abov 0 e All prices in INR
  • 10. MARKETING MIX: PRODUCTS & PRICING Belts 1500 - 2000 Shoess4000 - 8 0 Caps 500 7 00 Slippers 1200 2 00 Bandanas : 300 - 500 000 Watches 2500 - 4000 Accessories & Footwear All prices in INR
  • 11. VISUAL APPEAL Interior Proper emphasis will be given on the training of the sales personnel. Exterior
  • 12. MARKETING MIX: PLACE & DISTRIBUTION Delhi Manufacturing Bengaluru Central Warehouse Mumbai/Pune Chandigarh
  • 13. MARKETING MIX: PROMOTIONS • Advertising -Magazines: Filmfare, GQ, Femina, Vogue, TopGear -Websites: Banner Advertising on websites ie: pinkvilla.com,hamaraphotos.com,hungama.com, • Social Media - Create a page on Facebook “MADCAP INDIA”. - Display the latest collection of apparel and footwear on the page. - Hire a social media agency to generate conversations around the brand. • Public Relations -Brand Launch: The brand will be launched during a Fashion Show which will witness the presence of all eminent fashion world personalities, from models to designers. The success story will be covered by the press. - Store Launch: The stores will be launched by celebrities like John Abraham, Aayushman Khurana, etc. These stories will also be covered in
  • 14. CONSUMER BUYING CYCLE
  • 15. THE FUTURE AHEAD In the next phase: - Madcap stores will be launched in other cities: Ludhiana, Kolkatta, Aurangabad , Gurgaon - The brand will also bring in line extensions such as Kid’s wear. - After establishing a decent customer base in India, it will bring a Loyalty Program to its customers to strengthen its customer relations. - The brand also plans to start a CSR initiative to promote gender equality in India.
  • 16. THANK YOU