3. Introduction
3
Burning Fly is the latest sport jersey introducing by
MAS ACTIVE.
This special jersey comes with latest wearable
technology to increase the visibility of the runners,
walkers and cyclists who doing the exercises
during night time or under low light conditions.
This is a washable, easy to wear and self light
emitting jersey hence when compare to other
similar products this may get better attraction.
5. 5
SWOT Findings
InternalenvironmentExtremalenvironment
Strengths
Own Production facility’s
Highly capable technical team for garment
manufacturing
Reputed brand name since sponsoring to Sri
Lanka cricket team
Agreement with strong local clothing retail
chains
Experienced sewing operators
Experienced Innovation team
Weakness
High production cost
No experiences of doing bigger marketing
campaigns
No available previous market researches
done by company for wearable technology
Opportunity’s
Positive growing trend among people for
exercising, such as Walking, Running &
cycling
Most of the working people exercise during
night time
Possibility of getting Sri Lanka cricket team
members for the sales promotions
Threats
Local people not much familiar with
wearable technology.
Low numbers of rural area people exercise
in night time
Competitive advantage of cheap chines
clothing products
6. 6
Objectives
2017 2018 2019
Sales
Rs.
99 M
Sales
Rs.
199 M
Sales
Rs.
249 M
Become the best
selling Sport wear
brand in local market
Promote night time
out door exercises
Reach the 249 Million LKR of sales by 2019 and be the best selling sport wear brand in
local market are the main objectives of MAS ACTIVE “Burning Fly”
Achieve biggest
market share in
exercise clothing
7. 7
Target market
Burning Fly may target the urban living people who tend to exercising during night time.
Night Runners Night Walkers Night Cyclist (two cyclists facing an accident)
+ Night Runners + Night walkers + Night Cyclists + Busy people+ Urban living people
8. 8
Positioning
MAS ACTIVE launch the Burning Fly jersey at Race Corse
mall Colombo to get better attention of people.
Since this place located in heart of Colombo and its very
close to the famous shopping malls MAS ACIVE could do
better sales promotion and attract the customers.
Parallel to the local product launch MAS
Chairmen's son Zid Amalean display the product
at “Interbike 2017” exhibition held at USA
9. 9
Product
Why Burning Fly
This product can keep you visible during night time and under
low light condition to other drivers on the road.
What Burning Fly is
This jersey comes with washable wearable technology. Its
include very bright and small LED’s to emit lights and
powered by removable lightweight Li-Ion battery. The fabrics
used for this is thin jacquard polyester and elastane fabric
which is stretchable and the fabric has a capability of absorb
the sweat and keep the skin cool.
Key Deliverables
This thin and stretchable light emitting jersey is visible for
100 – 150 meters, hence this will keep the walkers, runners
and cyclists safe during the night and low light conditions.
13. 13
Branding
Peoples’ trust of MAS will create
confident about the product
Burning Fly logo design is
very much close to the Fire
Fly which light at night.
So this design will touch
people in emotionally too.
E-Flyers will spread
through web
14. 14
Conclusion & Recommendations
Rs. 249 million of sales by 2019
Achieve biggest market share in
exercise clothing
Negotiate with more retail
clothing chains to display the
product
Product Contain –
16 washable LED’s (success fully pass for 50 cycle machine wash)
120 gsm lightweight Polyester 95% Spandex 5% jacquard jersey fabric
With 5% of spandex the jersey become more stretchable and comfortable
Sweet absorbing and fast drying capable fabric
Removable Li-Ion battery as power source – just plug & play
Self emitting – Non-washable items
Head lights
Torches
Light tubes
LED rings
These product's are not attached to the cloth and external devices
Not easy to wear and can be fallen as well not comfortable
Washable – Non-Self emitting
Reflective tapes attached tops & jackets
Though these products washable since its not self emitting, its need external light source to reflect.
Self emitting – Washable
Currently in the local market “Burning Fly” is the only available product comes with these two features
Sales;
MAS ACTIVE expect to grow the sales from 99 million to 249 million by 2019
Further, being the market leader and earn the biggest share of the sport clothing market is the main target of Burning Fly jersey.
Target market of “Burning Fly” is urban market and since the urban living people are more interest of exercising and with their busy schedules they can involve in exercising by night time only.
This will be a good market opportunity to launch the products.
Price of the one piece of Burning Fly is just Rs. 999 only.
This price tag is made by thinking the psychological pricing to get better attraction of the customers.
With the competitive advantage and the trend of the clothing business, I hope by 3rd & 4th Q’s of 2018 product will reach and start passing the maturity level, hence here after will change the pricing strategy.
By the 3rd & 4th Q’s of 2018 pricing strategy moves to bundle pricing strategy and will offer Buy 2 & get 1 free.
By the 1st & 2nd Q’s of 2019 I expect the product sales starts falling down, hence to move out the holding stocks will add a bundle price strategy as Buy 1 & get 1 free.
Promotions may carry out through e-flyers and social media flat forms as well the product will display at the retail clothing chains such as CCOOL PLANET, Fashion Bug, NOLIMIT, glitz.
Branding of Burning Fly may take place under Marketing, Strategy, Design, Web Advertising and Trust.
Under marketing will get the supports of the mentioned clothing retails chains to display the product in selected special cabinets and the peoples trust of the MAS Holdings will be an advantage to build a trust and confident about the product in customers min.
Burning Fly log is a Fire Fly animal and this will touch customers emotionally, since this fly light it self in the night and fly with a bright light at night time.
At the conclusion will discuss about the sales target of the Burning Fly as well the target of achieving the biggest market share in exercise clothing market.
As recommendation suggested to expand the retail chain partners and get the ODEL , Abstract and The Factory Outlet retail chains also to sell the product.