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Land Rover Footwear Brand Action Plan

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Product Development brief for Land Rover footwear

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Land Rover Footwear Brand Action Plan

  1. 1. BRAND ACTION PLAN FOOTWEAR 2010
  2. 2. BAP & CAP HIGHLIGHTS BAP – BRAND ACTION PLAN PRODUCT, PRICE AND POSITION FOR Dealerships Footwear specialty retailers Apparel specialty retailers Better department stores Better on line retailers CAP – CONCEPT ACTION PLAN DISTINCTIVE AND DIFFERENT MERCHANDISE CONCEPTS SEPARATING LAND ROVER AND RANGE ROVER
  3. 3. LAND ROVER BRANDS DELIVER COMFORTABLE STYLISH FUNCTIONAL INNOVATIVE AFFORDABLE
  4. 4. CONSUMER RECEIVES COMFORT AND QUALITY FUNCTIONALITY DISTINCTIVE INNOVATIVE STYLE VALUE
  5. 5. LAND ROVER PRODUCTS 2008 COMFORTABLE STYLISH FUNCTIONAL INNOVATIVE AFFORDABLE
  6. 6. MARKETPLACE / DISTRIBUTION PLAN LOW UNIT VOLUME HAPPY HOLIDAYS SELL FROM B & L LAND ROVER DEALERSHIP DISTRIBUTION QUALITY ON LINE RETAILERS FOOTWEAR APPAREL SPECIALTY SPECIALTY BETTER FOOTWEAR DEPT. VALUE RETAILERS DO NOT SELL STORES LAND ROVER MASS CHAIN CLUB MERCHANT STORES STORES HIGH UNIT VOLUME
  7. 7. KEY COMPETITORS LAND ROVER RANGE ROVER MERREL ASOLO DONALD PLINER CLARKS LOWA MONTRAIL NORTH FACE OAKLEY GARMONT VASQUE SPERRY SCARPA KEEN SEBAGO ECCO HI TEC TEVA TIMBERLAND ROCKPORT BACCO BUCCI COLUMBIA BORN BLOKES – URBAN BLOKE SALOMAN HS TRASK MEPHISTO WENGER TOSCHI TO BOOT NEW YORK
  8. 8. KEY CONSUMER LAND ROVER GOOD APPETITE CONSERVES WANTS TO FEEL GOOD DOG – RETRIEVER WATCH - TAG / ORIS - FATHERS HAMILTON IDEAL WEEKEND - WILDERNESS
  9. 9. KEY CONSUMER RANGE ROVER GOOD TASTE CONSUMES WANTS TO LOOK GOOD DOG – DALMATION WATCH –ROLEX DAYTONA - IWC IDEAL WEEKEND - BACCARA
  10. 10. RANGE ROVER CONSUMER
  11. 11. LAND ROVER CONSUMER
  12. 12. RANGE ROVER CONSUMER
  13. 13. LAND ROVER CONSUMER
  14. 14. RANGE ROVER CONSUMER
  15. 15. CATEGORY OPPORTUNITY MENS PERCENT OF MENS FOOTWEAR SOLD MENS SLIPPERS MENS SANDALS MENS BOOTS YOUNG MENS MENS CASUAL MENS DRESS MENS ACTIVE / ATHLETIC 0 5 10 15 20 25 30
  16. 16. CATEGORY OPPORTUNITY WOMENS PERCENT OF WOMENS FOOTWEAR SOLD ALL OTHER WOMENS SLIPPERS WOMENS DRESS SANDALS WOMENS BETTER DRESS WOMENS ATHLETIC / ACTIVE SEASONAL BOOTS / SANDALS 0 5 10 15 20 25 30 35 40 45
  17. 17. CATEGORY OPPORTUNITY SUMMARY PRIORITIZE DEVELOPMENT AND STYLE / COLOR TO CATEGORY AND CONSUMER • EXAMPLE – YOUNG MENS – NO – NOT OUR CONSUMER • EXAMPLE – WOMENS DRESS SANDALS – FEW – LOW OPPORTUNITY AND NOT BIG FOR OUR LAND ROVER CONSUMER BOOTS FUNCTIONAL/ FASHION CASUAL / ACTIVE / COMFORT ATHLETIC
  18. 18. CONCEPT ACTION PLAN LAND ROVER – INTRODUCE COMFORTABLE, FUNCTIONAL, AFFORDABLE, INNOVATIVE AND STYLISH FOOTWEAR TO THIS CONSERVATIVE BRAND LOYAL CONSUMER AND IN THIS DISTINCT ORDER OF PRIORITY RANGE ROVER – INTRODUCE STYLISH, INNOVATIVE, COMFORTABLE, FUNCTIONAL AND AFFORDABLE FOOTWEAR TO THIS FASHIONABLE BRAND LOYAL CONSUMER AND IN THIS DISTINCT ORDER OF PRIORITY
  19. 19. BRAND PRODUCT RULES LOOK AND MATERIALS UPPERS LAND ROVER - RUGGED RANGE ROVER - REFINED PEBBLED LEATHERS NAPA LEATHERS DISTRESSED LEATHERS BURNISHED LEATHERS IRREGULAR MOTTLED LEATHERS UNIFORM MOTTLED LEATHERS OILED SUEDES AND NUBUCK NUBUCK HEAVY CANVAS HEAVY LINEN RAW EDGE FINISHED EDGE SLEEK FUNCTIONAL CONTEMPORARY
  20. 20. BRAND PRODUCT RULES ACCENTS AND DESIGN UPPERS LAND ROVER RANGE ROVER ACCENTS / DESIGN ACCENTS / DESIGN NO OR VERY LITTLE GORE GORE NO OR LITTLE VELCRO SOLID LACES MULTI COLOR LACES EMBOSSED LEATHERS EMBROIDERED LEATHERS SELF LOOP OR DIE CUT LACES SPEED LACES AND RIVETS FINISHED EDGES DOUBLE STITCH GOODYEAR VELCRO CLOSURE PINKED OR RAW EDGES SIDE LACING AND ZIPPERS FAUX LACE GUARDS LACE GUARDS GRACEFUL TOE BOX – LOW VAMP / SLEEK MOLDED TOE BOX – HIGH AND SQUARED
  21. 21. BRAND PRODUCT RULES OUTSOLES LAND ROVER OUTSOLES RANGE ROVER OUTSOLES MINI LUGS BOOTS AND SHOES MINI LUGS OCCASIONAL FULL LUGS (BOOTS) AUTHENTIC FULL LUGS (BOOTS) COMPOSITE DRESS OUTSOLE LEATHER DRESS CORK OUTSOLE OR LAYER MOLDED DRESS CASUAL “AUTHENTIC” REVERSE HEELS NO REVERSE MENS HEELS COMFORT STURDY HEELS - WOMEN THIN WOMENS HEELS MEDIUM TO HIGH RAND VULCANIZED VERY LOW RAND VULCANIZED CUSHION IN SANDAL NO CORK NO WOMENS WEDGE NO THICK SANDALS
  22. 22. BRAND PRODUCT RULES INSOLES LAND ROVER INSOLES RANGE ROVER INSOLES REMOVABLE REMOVABLE CUSHIONING CUSHIONING PLUSH COMFORT ROOM FOR COMFORT RAISED INSTEP – ORTHODIC FULL LEATHER LINED COMFORTABLE CUSHIONING CUSHIONING COMFORT COMFORTABLE CUSHIONING FULL LEATHER LINED
  23. 23. BRAND COMPARISON MENS DRESS LAND ROVER MENS DRESS RANGE ROVER MENS DRESS
  24. 24. BRAND COMPARISON CASUAL ATHLETIC LAND ROVER CASUAL ATHLETIC RANGE ROVER CASUAL ATHLETIC
  25. 25. BRAND COMPARISON MENS SANDALS LAND ROVER MENS SANDALS RANGE ROVER MENS SANDALS
  26. 26. BRAND COMPARISON MENS BOOTS LAND ROVER BOOTS RANGE ROVER BOOTS
  27. 27. BRAND COMPARISON MENS DRESS CASUAL LAND ROVER DRESS CASUAL RANGE ROVER DRESS CASUAL
  28. 28. BRAND COMPARISON MENS SLIPPERS LAND ROVER MENS SLIPPERS RANGE ROVER MENS SLIPPERS
  29. 29. BRAND COMPARISON WOMENS BOOTS LAND ROVER WOMENS BOOTS RANGE ROVER WOMENS BOOTS
  30. 30. BRAND COMPARISON WOMENS DRESS CASUAL LAND ROVER DRESS CASUAL RANGE ROVER DRESS CASUAL
  31. 31. BRAND COMPARISON WOMENS CASUAL ATHLETIC LAND ROVER CASUAL ATHLETIC RANGE ROVER CASUAL ATHLETIC
  32. 32. STRATEGIC PRODUCT INITIATIVES 1. DEVELOP AN INNOVATIVE HIGH QUALITY COMFORT AND SUPPORT FOOTBED FOR ALL PRODUCTS SO A “WALKING” / “HIKING” STORY CAN BE MADE. MAYBE A “PARON” FOOTBED. A DEFINABLE DIFFERENCE THAT CAN BE EXPLAINED. FOR EXAMPLE;
  33. 33. STRATEGIC PRODUCT INITIATIVES CONTINUED 2. DEVELOP A DISTINCTIVE MINI LUG OUTSOLE THAT LOOKS GOOD FOR BOTH DRESS AND CASUAL. MARUTI HAS A GOOD ONE. 3. SOURCE PRODUCT DIVERSELY SO THAT A [GOOD – BETTER – BEST] PRICING STRATEGY CAN BE REACHED. SUGGESTING [INDIA – INDONESIA / PORTUGAL – ITALY] 4. CREATE DISTINCTIVELY IDENTIFIABLE FEATURES (FLAGS) TO THE PRODUCTS SO THEY ARE RECOGNIZED AS LAND ROVER 5. CREATE 6 MENS STYLES AND 4 WOMENS THAT ARE CONSIDERED CORE BASICS AND CARRY OVER FROM SEASON TO SEASON IN BASIC COLORS
  34. 34. BRAND FLAGS • GREEN – INNER LINING – SANDWICH LAYER IN OUTSOLE – OR FULL OUTSOLE
  35. 35. BRAND FLAGS CONTINUED • SIDE TIE and ZIP LR, GORE on all RR
  36. 36. BRAND FLAGS CONTINUED • MOLDED OR UNIQUELY SHAPED TOE BOX
  37. 37. LABELING / PACKAGING • HOLE CUT IN ALL BOXES • BOXES OF RECYCLED PAPER • SHOEHORN KEYCHAIN IN EVERY BOX • PHOTO BROCHURE LINE LIST OF OUR BASIC COLLECTION IN EVERY BOX WITH FEATURES AND BENEFITS
  38. 38. NEXT STEPS • SPECIFIC LINE PLAN BY PRODUCT CATEGORY WITH ICONIC STYLES ATTACHED. THIS IS AN EXTENSIVE AND DETAILED PRODUCT STYLE DIRECTION. • PRICING MATRIX INCLUDING COMPETITORS AND PROBABLY COUNTRY OF ORIGIN TO HIT THE PRICE POINTS. • PUSH STRATEGY TO MARKET • PULL THROUGH MARKETING STRATEGY AFTER PLACEMENT

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