Skybags - Internship Project report

1. PROJECT REPORT
DEEPAK KUMAR, MICA
1

2. CONTENTS
SKYBAGS-KIDS SEGMENT THE CANVAS PROJECT 2.0 MISCELLANEOUS TASKS
DEALER SIDE CONSUMER SIDE
OBJECTIVE
•GT, MT and RT
Channels
•E-Commerce
Channels
•Price Points
In-depth Interviews
•Methodology of
research
•Details of the
interview
•Analysis and Results
OVERALL RESULTS
•Feature
•Budget Speculation
•Marketing Mix
UPCOMING CHALLENGES AND
SUGGESTED MEASURES
OBJECTIVE
WORK DONE
IMPROVEMENTS MADE
THIS YEAR
SUGGESTIONS
ACCOMPLISHMENTS
QUALITATIVE RESEARCH OF SNIP DFT
COMPETITIVE BENCHMARKING (AT &
SAFARI)
NEW PC TROLLEY DESIGN RESEARCH
IDENTIFY WEBSITE IMPERFECTIONS
AND SUGGEST IMPROVEMENTS
01

3. 01
OBJECTIVE:
•Perform two way research :
Dealer side and Consumer side.
•Product and Price
recommendations
02
02
PROJECTS ALLOTTED
THE CANVAS
PROJECT 2.0
OBJECTIVE:
To handle the canvas
project from end to end

4. ~
03
PERFORM QUALITATIVE
RESEARCH OF SNIP DFT
– GT CHANNEL.
ANALYZE AND SHARE
THE RESULTS
04~
~
05
06
~
MISCELLANEOUS TASKS
COMPETITVE
BENCHMARKING- TROLLEY
UPRIGHTS AND DF/DFT OF
SAFARI AND KAMALIANT
NEW RANGES
DIPSTICK RESEARCH ON
NEW PC TROLLEY DESIGN
TO BE LAUNCHED AND
SHARE THE RESULTS
IDENTIFY
IMPERFECTIONS IN
THE WEBSITE AND
RECOMMEND
IMPROVEMENTS
03

5. Perform two way research : Dealer side and
Consumer side. And then, analyze and
recommend the kind of product consumers
require and also define the price points .
04

6. Channels covered
Research Methodology
Two way approach
Skybags – Kids Segment Research
Dealer side
Research
Primary
Retail General Modern
Secondary
E-
commerce
Consumer side
In- depth interviews
STRUCTURE OF THE RESEARCH
05

7. DEALER SIDE
Channels: GT,RT and MT
06

8. STORES VISITED
•R CITY MALL
•PHOENIX MALL,KURLA
•KORUM MALL
•VIVIANA MALL
•OBEROI MALL
•INFINITY MALL
•GROWEL MALL
PRIMARY RESEARCH LOCATIONS MAJOR PLAYERS
07

9. STORES AND PLACES VISITED
08

10. PRICE POINTS OF TROLLEY BACKPACKS
2050
2100
2150
2200
2250
2300
2350
2400
2450
Price (in Rs)
Disney
Barbie
Simba
Simba
Simba
Simba
Barbie
09
Dealers Speak:
Simba is a brand that offers more number of SKUs , catering to low price markets(more SKUs) along with the high price market

11. 0
500
1000
1500
2000
2500
3000
3500
4000
4500
Price (in Rs)
My Baby Excels
JB
Manufacturing
My Baby Excels
Trunki
HM
My Baby Excels
Gamme
Simba
Simba
PRICE POINTS OF TROLLEY LUGGAGE UPRIGHTS
Gamme
10
Dealers Speak:
Trunki has been exhibiting really good sales,- one of the reasons is the way the sales persons display it in the stores

12. DEALER SIDE
Channel: E-Commerce
11

13. BRAND NAME MARKETED BY
Disney Simba, Disney
Majorette Majorette
FC Barcelona Simba
Hamleys My Baby Excels
FabNFunky FabNFunky
SteffiLove Simba
T-Bags T-Bags
Barbie ToyCorner
Trunki Trunki
Sunbaby Sunbaby
House of Quirk House of Quirk
MAJOR AGGREGATORS MAJOR PLAYERS
12

14. 0
500
1000
1500
2000
2500
3000
3500
Price (in Rs)
PRICE POINTS OF TROLLEY BACKPACKS
13

15. 0
1000
2000
3000
4000
5000
6000
Price (in Rs)
PRICE POINTS OF TROLLEY LUGGAGE UPRIGHTS
14

16. CONSUMER SIDE
In-Depth Interviews
15

17. METHODOLOGY DISCUSSION GUIDE
16

18. In-depth
Interviews
Count: 15
2-6 years
Count: 5
7-9 years
Count: 5
10-12 years
Count: 5
DETAILS OF THE INDEPTH INTERVIEWS PERFORMED
REGIONS COVERED:
MUMBAI AND PUNE
17

19. 18

20. MOST POPULAR
CHARACTERS
MOST WATCHED
TV CHANNELS
Note: Liking for cartoons decreases for Children with ages above 9 years 19

21. 0
10
20
30
40
50
60
70
80
90
100
Light weight Padded Straps Water Bottle
Holder
Colors Good zips Material of
the bag
Brand Name
Assocation
Number of
Compartment
Warranty
Preferred features (in Percentages)
MOST IMPORTANT FEATURES
Weight
Design
Number of compartments/ Size
20
•93% of the respondents consider Light weight as the most preferred
feature
•87% people considered Design/Color and Number of compartments as
the second most important feature

22. Heavy bags pose
burden on the
shoulders
The number of
compartments
required to lunch
box, pencil box is
not sufficient
No warranty in the
backpack/luggage
trolley that we
currently have for
the kid
PROBLEMS FACED BY THE PARENTS/KIDS PROBABLE SOLUTIONS
Adding a PVC material that
can absorb the oil stains,
does not stink and is
washable
Trolley Luggage with 3
wheel arrangement like this
can be used to climb stairs
Please note: These changes will result in extra cost of production, which may not be a
very good idea, so this can either be used for high cost SKUs or as future
recommendations
21

23. INSIGHTS GAINED OUT OF THE INDEPTH INTERVIEWS
Children are becoming
independent now, they
can carry their own
stuff
Females, at an age as
early as 5 years, have
started having
inclination towards
fashion
Children are very
particular about
keeping their stuff in
assigned
compartments (Books
and Notebooks
differently)
Friends/Siblings
influence a lot in what
kids want to buy
Apart from TV, children
are spending a lot of
time on devices like
Mobile phone, Tabs etc
watching animated
videos and rhymes (for
age 2-6 years)
22

24. INSIGHTS GAINED OUT OF THE INDEPTH INTERVIEWS
If it’s a boy, then
blue/black color they
are very specific
about their stuff.
Similarly for the girl,
pink and girly things
work
Kids watch cartoon
videos and play
games on phone/tab
Different bags for
hobbies are
preferable but pocket
does not allow many
times
Buying anything for a
kid does not involve
fixed budget . It’s
more of “if my child
likes it, we think to
buy it”
Parents and children
both (individually)
recognize a bag by
characters o them
and not by the brand
it is marketed by.
23

25. BUDGET EXPECTATIONS
Budget Expectations
1000-1500
1500-2000
1500+
40%
13%
47%
•INR 1000-1500 and INR 1500-2000 are pretty close in percentages.
•Considering the competition from the unorganized market, INR 1000-1500 should be preferred
24

26. POLL RESULTS ON THE SLIDES SHOWN TO THE PARENTS AND KIDS
School Bags Trolley Uprights
Character
Non-Character
Design
25

27. OVERALL RESULTS OF THE RESEARCH
26

28. Less Weight
OilSpill
Attractive Colors
Warranty
Zips
Cartoon Character
4 Wheels
Value for money
Brand
Stairs
Water bottle holder
Compartments
Washable
Water Proof
Rain Cover
27

29. PRODUCT
•Water Bottle Holder
•Light weight
•Separate designs for boys and girls
•Character/ Non-Character
•More number of compartments
•Price : Rs 1200-2100
•Trolley introduced to reduce the
burden
•More compartments
• 4 wheeler and strong wheels
• Sufficient space
•Light weight
•Separate designs for boys and girls
•Character/ Non-Character
•Warranty required
•Price : Rs 2500-4000
28

30. PRICE ESTIMATE
•Water Bottle Holder
•Light weight
•Separate designs for boys and girls
•Character/ Non-Character
•More number of compartments
•Price : Rs 1200-1500
•Trolley introduced to reduce the
burden
METHODOLOGY:COMPETITIVE
PRICING
TROLLEY BACKPACKS INR 1400-2000
TROLLEY LUGGAGE UPRIGHTS INR 2500-4000
29

31. PLACE
•Water Bottle Holder
•Light weight
•Separate designs for boys and girls
•Character/ Non-Character
•More number of compartments
•Price : Rs 1200-1500
•Trolley introduced to reduce the
burden
OFFLINE
PRESENCE
MOM N ME
CROSSWORDHAMLEYS
ONLINE
PRESENCE
FIRSTCRY.COM
HOPSCOTCH
AMAZON
FLIPKART
30

32. Theme : Advertisements revolve around the new “ SUPER KID” cartoon mascot
Collaboration
with schools
(A lot of schools
give their
prescribed bags
to students)
TV Ads with an
emotional appeal –
Have you planned the
first travel of your
infant?
Hypermarkets/
Malls Sampling: My
Bag My Choice
Insight: Child can carry
their own bag now
Adopt push strategy:
Use Bundling
technique
Design a new super kid
for Skybags-kids so that
kids can relate to it &
try to copy it
PROMOTION
31

33. UPCOMING CHALLENGES AND SUGGESTED
MEASURES
32

34. BRAND IMAGE CLASH
As per the depth interviews, the Skybags-Kids will be
acceptable but it may have effect on Skybags main
TG.
Two Probable Solutions
•To keep the images of Skybags and Skybags-Kids
very different through clear advertising
•Launching the kids segment under the name of a
forgotten brand like Footloose. This can help
reviving the brand too.
33
FRANCHISEE COST AND THE DYNAMIC MARKET
The cartoon characters favorite today may not be
favorite tomorrow.
UNORGANIZED MARKET
There is no established persisting in the market. The
unorganized players make up a huge portion and
playing at low prices.
Two Probable Solutions
• There will be two kinds of products in each school
trolley and uprights: Character and Non-Character
•Introduce detachable cartoon front sleeves
(making sure we don’t compromise much with the
durability and the cost )
Two Probable Solutions
•More SKUs in the lower range to cater to the
demand at lower range
• Persisting as an aspirational product but in the
introduction stage , focus more on schemes and
discounts

35. THE CANVAS PROJECT
2.0
pie, bar, custom infographics
17
THE CANVAS PROJECT 2.02
34

36. To handle The Canvas Project 2.0 from end to end
OBJECTIVE
WORK DONE
• Gaining Traction for the
event
Touchpoints
• Figuring out the touch
points to reach the
audience
Traction
• Handling daily
queries/doubts from the
participants
Queries
• Getting the entries judged
daily and communicating
that to the digital agency
Judgment
35

37. WORK DONE
Proper documentation
of the touch points
contacts database
Apart from the efforts
from the digital agency,
I reached all design
institutes, animation
centres through phone
calls and posters and
maintained a constant
touch
Got in sync with the
agency and reached
students competition
websites like:
dare2compete,
studentcompetitions
36

38. WORK DONE
Timing of the event has
to be such that design
colleges/institutes are
not on leaves or do not
experience
examinations/internshi
ps
Investing a small
portion of branding on
bidding on right
keywords . SEM would
help us in gaining more
unique entries
A dry run of the
event a day prior
before we go live
37

39. OBJECTIVE
TOTAL NUMBER OF
ENTRIES
PREVIOUS SEASON CANVAS PROJECT 2.0
NUMBER OF
APPROVED ENTRIES
NUMBER OF
DISAPPROVED
ENTRIES
1294
921
373
3524
2871
653
172%
2.7 X
ACCOMPLISHMENTS
38

40. QUALITATIVE RESEARCH AND
ANALYSIS ON LOOKS AND DESIGN
OF SNIP-DFT
(GENERAL TRADE)
77%Of the respondents are
in favor of adding a
backpack to it
4500INR to be the price
recommendation for the
cabin size
54% 6 23%Of the respondents
commented that width of the
bag must be increased
respondents said that the
shoulder strap and the padding
on the strap are needed
Of the respondents said that
the bigger size won’t perform
good in the market
03 RESEARCH RESULTS
39

41. •If there had been a backpack too, then it
would have been great
•Side Belt should be there
•The lower portion from the bottom can get
destroyed because of wear and tear so try
adding a patch of leather fabric that guards it
•The chain used in the upper compartment
should be two sided
•Padding on the handle is required
•Shoe compartment should be deeper
•Side belt should be provided
•If you are putting backpack then put a cover on the wheels
• It may topple when filled, make the fabric near the stands stiffer
•Belt of duffle should be bigger or make it adjustable
• Trekking wise it would look good
• Chains in the first compartment should be on the upper side
•Handle needs more space and a padded grip
•Make it 3 in 1 (duffle, backpack, trolley)
•Make it a backpack
•Said it can be a good product but increase
the space
•Padding on the handle
EXCERPTS
40

42. COMPETITION BENCHMARKING FOR
SL/HL UPRIGHTS AND DF/DFT - SAFARI
AND KAMILIANT (AT)
04
OBJECTIVE:
•To know the customer discounts and dealer discounts
•Channels to be covered: Hypermarket and Trade
•Understand the price points of the new ranges
41

43. RESULTS OF THE RESEARCH
42

44. THE NEW PC TROLLEY
DESIGN RESEARCH
05
43

45. B
31.82%
Males’ Top Choice
49.25%
FIRST PREFERENCE UNIVERSE= 48.18%
FIRST PREFERENCE MALES = 49.25%
FIRST PREFERENCE FEMALES = 45.25%
WEIGHTED AVERAGE SCORE = 43.50
CLEAR WINNER
44

46. 06
45

47. Formatting
Errors
46

48. KEYWORD BIDDING (S.E.M.) – PAID SEARCH
Buying behavior of people is changing, to complement the
searches through SEO, paid searches are a very good option. From
broad reach to targeted reach, it does it all.
(keyword source: Alexa.com – a subsidiary of Amazon)
Our Searches , keyword - “Skybags”, have considerably increased in the last 2
years
Source: Google Analytics
RATIONALE
Please Note: The suggestion is to bid on Google Adwords but not very aggressively .
A SAMPLE AD
•Clear specification of the discounts
•Optimized landing page URL
•External hyperlinks to directly go on the desired type of bag
requirement
47

49. THANK YOU