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TATA CAPITAL
                     MARKETING STRATEGY PROJECT


                 TO IDENTIFY THE MARKET FEASIBILITY OF A
                          NEW KIDSWEAR BRAND




                                           STALWARTS



A Presentation
AGENDA
 Introduction
 Branding & Positioning

 Distribution Strategies

 Communication and customer engagement strategy

 Merchandising Strategy
COMPETITORS
INTRODUCTION
INDUSTRY OVERVIEW
 Market for kids apparel is the fastest growing industry in
  the india ~ 17% in 2009
 Top ten global markets - US$131.5billion

 A huge volume of kids apparel in India is being
  dominated by local and unorganized players.


                            Kids


                Organized      Unorganized
                  12 %            88%
MARKET SIZE AND GROWTH
  •The volume of market share of kids apparels in the total apparel market is at
  24.9%, as against a 15% share in 2005

  •Urban kids apparel market comprises about 60% of the total kidswear market.

  •30% of the country’s population is below 15 years of age.
                                                              Market Share
                                                   Kidswear    Womenswear      Menswear



                                                                         25%
                                                       40%



                                                                        35%



Technopark Apparel Report, 2009
MARKET SIZE AND GROWTH
   Total kidswear market in India is currently valued at approximately Rs
    38,000

   This segment, which is split into „kidswear‟ and' school uniforms‟ is
    expected to reach Rs 58,000 crore by 2014
   Industry players further predict that the market is set to grow by 12%
    annually and reach its peak by 2012




    Technopark Apparel Report, 2009
MARKET SIZE AND GROWTH
   The average annual expenditure on kidswear is
    approximately Rs. 3, 857.

   Cotton is the most preferred material due to its non-
    allergic, comfortable, and easy caring virtues




Fibre2Fashion Apparel Report, 2009
FINDINGS OF THE SURVEY
Retailers Survey
AREA OF SURVEY



                       29




                                   10
   6
              2


FC ROAD    JM ROAD   KOTHRUD   KARVE NAGAR
CUSTOMER PREFERENCE TO BUY A PARTICULAR BRAND



     23



                    16




                                      7


                                                   1

  Affordable    Designs which   Popular brands   Fitting
               customer wants
BUYING DECISION 0-2 YEARS



 44




                 2                   1
                           0

mother         father     child      NA
BUYING DECISION 3-8 YEARS



 35




                 6
                            4
                                     2


mother         father      child     na
BUYING DECISION 9-12 YEARS



                                    31




                    9
  7




mother            father           child
BUYING DECISION 13-16 YEARS


                                  42




  3               2

mother          father           child
WILLINGNESS TO PAY PREMIUM FOR THE BRAND



                  Yes   No




                              47%
      53%
ANY SPECIFIC BRAND DEMANDED BY
CUSTOMERS?



            17        17




  7

                               4
                                       2



Always   Sometimes   Never   Often   Others
FINDINGS OF THE SURVEY
Customer Survey
AGE DISTRIBUTION



      31
             28
                     26




16
                             15




<2   3--5    6--8   9--12   13-16
GENDER DISTRIBUTION

         FEMALE   MALE




                         47%

53%
BRAND PREFERENCE



                               49



                     32



 17          18




Always      never   Often   Sometimes
CHOICE OF BRAND



                         53
      47




                                            14

                                                          3

OPEN TO MULTIPLE    OPEN TO BUYING    PARTICULAR ABOUT   BLANK
     BRANS         EITHER BRNDED OR        BRAND
                      UNBRANDED
PRICE                                    LOOK, STYLE, FEEL
                       51                                                68

             37
                                                                                   35

                                 13
   9                                                           13
                                           6
                                                     0                                       0

  NOT ALL SOMEWHAT     VERY      MOST     BLANK     NOT ALL SOMEWHAT     VERY      MOST     BLANK
IMPORTANT IMPORTANT IMPORTANT IMPORTANT           IMPORTANT IMPORTANT IMPORTANT IMPORTANT

         AVAILABILITY AT YOUR
                                                     PRESUURE FROM CHILD
           FAVORITE STORE
             45
                                                               51
                       32
   26                                                32
                                                                         25
                                 10
                                           3                                        4        4

  NOT ALL SOMEWHAT     VERY      MOST     BLANK     NOT ALL SOMEWHAT     VERY      MOST     BLANK
IMPORTANT IMPORTANT IMPORTANT IMPORTANT           IMPORTANT IMPORTANT IMPORTANT IMPORTANT
BRANDING & POSITIONING
Celebrate the joy of being young…
BRANDING AND POSITIONING
 Represent people of all shapes and sizes in the
  world.
 Tender and soft.

 Grow everywhere or so it seems and are very
  adaptable.
 Spring up everywhere overnight that is grow and
  spread very fast.
 LOGO
 Blue conveys importance and confidence.

 Blue is also seen as trustworthy, dependable and
  committed.
 Brown says stability, reliability, and approachability.
  It is the color of our earth and is associated with all
  things natural or organic.
TAGLINE

Celebrate the joy of being young…

 We give young ones reason to celebrate.
 Making it joyful through an amazing shopping
  experience.
KIDSWEAR MARKET SEGMENTATION:


The market for kids wear is classified as follows:
     Infants (0 - 6 months)
     Toddlers (7 months - 2 years)
     Kids (3 - 8 Years)
     Pre-teens (9 - 12 Years)
     Teens (13-19 years)
TARGET MARKET SEGMENT

   Geographic:
       East, West, North and South starting from Pune

   Demographic:
       Age: 3-14 years
       Gender: Male and Female.

   Psychographic:
       SEC: B/ C comprising of middle class and upper middle class.

   Behavioural:
       People who are trendy, fashionable, wants best and latest in
        kids wear but price sensitive.
POSITIONING STATEMENT
We position our self as a mid market and mass
 market kids wear brand for the customers who seek
 value for money in every purchase they make that
 is a high benefit to cost ratio.
We provide a ladder to those people who are eager
 to switch from lower segment to medium segment
 products of superior quality but at affordable price
 range.
POSITIONING MAP


          High
                         Mushrooms
QUALITY




          Medium




            Low


                   Low      Medium   High



                           PRICE
UNIQUE SELLING PROPOSITION
 Our garments maintain shape and colour after multiple
  washes.
 AZO free finish for environment friendliness.

 We try to make our quality services and products
  available to everyone who desire to experience the
  privilege.
     Accessories
     “Mushrooms My space”.
UNIQUE SELLING PROPOSITION
 Our store and collection concept gels well with the
  modernistic
  “cheerful, trendy, independent, creative, colorful
  children characters”.
 We diligently select the designs that determine the
  world trends in line with the needs and demands of
  ages 3-14.
 For best occasions or a day of creative play, we
  let parents and children fluently create the
  perfect outfit for any style, any reason at
  affordable prices.
COMPETITOR ANALYSIS
COMPETITOR BRAND    TARGET GROUP   PRICE RANGE        POSITIONING


SHOPPERS STOP       0-16 years     Rs 299- Rs 5000    Middle    and   premium
                                                      segment

LILLIPUT            0-11 Years     Rs 349- Rs 1799    Middle    and   premium
                                                      segment

RUFF KIDS           4-16 Years     Rs 600 onwards     Premium segment
ZAPP (RAYMONDS)     0-11 Years     Rs 299- Rs 1399    Middle and premium
                                                      segment

CATMOSS             0-16 Years     Rs 345 onwards     Middle    and   premium
                                                      segment

GINI & JONY         0-16 Years     Rs 600- Rs 2500+   Premium segment

UNITED COLOURS OF 1-12 Years       Rs 999- Rs 3999    Premium segment
BENETTON

WEEKENDER           2-12 Years     Rs 349- Rs 1799    Middle    and   Premium
                                                      segment
PRICING STRATEGIES
BRAND       PRODUCT RANGE PRICE RANGE       PRODUCT CLASS             SIZES AVAILABLE


MUSHROOMS         Tops         249-999   Regular, occasional, party   XS/S/M/L/XL/XXL
Girls                                              wear
                 Skirts        249-999   Regular, occasional, party   XS/S/M/L/XL/XXL
                                                   wear
                 Frocks        249-999   Regular, occasional, party   XS/S/M/L/XL/XXL
                                                   wear
                 Capris        299-799            Regular             XS/S/M/L/XL/XXL


             Cotton Trousers   349-799            Regular             S/M/L/XL/XXL


              Denim Jeans      699-999            Denims              S/M/L/XL/XXL
MUSHROOMS       T-Shirts       249-699     Regular, Occasional        XS/S/M/L/XL/XXL
Boys
                 Shirts        249-999   Regular, occasional, party   XS/S/M/L/XL/XXL
                                                   wear
             Cotton trousers   499-799            Regular             S/M/L/XL/XXL


              Denim jeans      699-999            Denims              S/M/L/XL/XXL
                 Capris        299-799            Regular             XS/S/M/L/XL/XXL
DISTRIBUTION STRATEGIES
EXCLUSIVE BRAND OUTLETS (EBO)
       Mushroom distributers, our subsidiary manages all
        our EBO.



1                     North              2
2                     South              3
3                     West               3
4                     East               2
5                     Central            1
Total                                    11
MULTI BRAND OUTLETS (MBO)
       MBO are stores that house apparels from multiple
        brands.




1                North         2              6
2                South         3              9
3                West          3              6
4                East          2              4
5                Central       1              2
Total                          10             27
SHOP-IN-SHOPS (SIS)
       These stores are located in large format stores




1                      North              8

2                      South              12

3                      West               12

4                      East               8

5                      Central            4

Total                                     44
OVERALL
       We also intend to Open more EBO‟s and Factory
        second Outlets.




EBO‟s       2       3       3      2      1       11


MBO‟s       6       9       6      4      2       27


SIS‟s       8       12      12     8      4       44

Total       16      24      21     14     7       82
TARGET CITIES
   North                     South
     Delhi NCR                  Bangalore
     Chandigarh                 Chennai
   East                         Hyderabad
     Kolkata
                              West
     Bhubaneswar
                                 Mumbai ,
   Central
                                 Pune
      Indore
                                 Ahmadabad.
   Warehouse          Procurement Centre
     Nasik              Ludhiana
     Bhubaneswar        Coimbatore
     Ludhiana
     Chennai
NETWORK




          Procurement Centre

          Target Cities

          Warehouse
CHANNEL PROMOTIONAL SCHEME
   EBO - Sales Person Promotions


                                            Value Achievement
                                            120%> &&
                          100-120%                                  >150%
                                              <150%

Earning per months                          Fixed : 2500
                         Fixed :9000                              Fixed :3000
                                            Commision:7
                     Commision:50 INR per                  Commision:125 INR per 500
                                             5 INR per
                         500 INR Sale                              INR Sale
                                            500 INR Sale
   MBO/SIS Promotion
MERCHANDISING STRATEGY
Merchandise
             Procurement


Type of Buying

• Centralized



Types of Sources

• Regional


Source Selection
• First time supplier
• Small order to see performance – evaluation – bulk
  order
Mushrooms Girl‟s
    Wear
Mushrooms Boy‟s
    Wear
Mushrooms
Accessories
MODEL STOCK PLAN
COMMUNICATION & CUSTOMER
ENGAGEMENT STRATEGY
ADVERTISING MESSAGE - APPEAL

        Objective: Break
        through the clutter

        Wide Range of
        colors/designs

        Customization based
        on need/choice
ADVERTISING MESSAGE
VALUE PROPOSITION STATEMENT


               Emotional
               Benefits             Rational
               •   Excitement       Benefits
               •   Joy              • Value For
               •   Happiness          Money
               •   Aesthetic        • High Quality
                   Pleasure


   Our brand aims to infuse a sense of excitement and touch
    the hearts of children between 3 and 14 years of age by
    providing high quality apparels at a reasonable price.
CREATING BUZZ – MARKETING CAMPAIGN


        Teaser Campaign


        Humannequins


        SMS Campaign
MEDIA PLAN



             Media     Print

                     Hoardings

                        TV
PRINT MEDIA

                                 First Week & Second Week

   Market          Edition            Ad type      W        H    Size   Rate     Cost

  Mumbai        Mumbai Times        Page 2/half   32.9      25   823    619     509437

   DELHI         Delhi Times        Page 2/half   32.9      25   823    477     392571

 Bangalore     Bangalore Times      Page 2/half   32.9      25   823    428     352244

   Pune          Pune Times         Page 2/half   32.9      25   823    430     353890

 Ahmedabad     Ahmedabad Times      Page 2/half   32.9      25   823     60     49380

   Nashik        Nashik Times       Page 2/half   32.9      25   823     39     32097

   Nagpur       Nagpur Times        Page 2/half   32.9      25   823     55     45265

 Chandigarh    Chandigarh Times     Page 2/half   32.9      25   823     30     24690

                Bhubaneshwar
Bhubaneshwar       Times            Page 2/half   32.9      25   823     27     22221

  Chennai       Chennai Times       Page 2/half   32.9      25   823    100     82300

                                                                        Total   1864095
PRINT MEDIA

                                Third Week & Fourth Week
   Market          Edition           Ad type      W        H    Size    Rate    Cost
  Mumbai        Mumbai Times       Page 2/half   32.9      25   410     619    253790
   DELHI         Delhi Times       Page 2/half   32.9      25   410     477    195570
 Bangalore     Bangalore Times     Page 2/half   32.9      25   410     428    175480
   Pune          Pune Times        Page 2/half   32.9      25   410     430    176300


 Ahmedabad     Ahmedabad Times     Page 2/half   32.9      25   410      60    24600
   Nashik        Nashik Times      Page 2/half   32.9      25   410      39    15990
   Nagpur       Nagpur Times       Page 2/half   32.9      25   410      55    22550


 Chandigarh    Chandigarh Times    Page 2/half   32.9      25   410      30    12300

                Bhubaneshwar
Bhubaneshwar       Times           Page 2/half   32.9      25   410      27    11070
  Chennai       Chennai Times      Page 2/half   32.9      25   410     100    41000
                                                                       Total   928650
HOARDINGS & TV
Hoardings
5 hoardings in 10 cities for a month
Cost per hoarding = Rs 1,00,000
Total Cost = Rs 10,00,000
TV
60 Spots of 10 seconds for a month
Saregama Lil’ Champs, Boogie Woogie & Cartoon
Channels
Cost per Spot : Rs 3,00,000
Estimated Cost: Rs 18,00,000
IN STORE DISPLAYS/VISUAL
                 MERCHANDIZING
   EBOs                          • MBOs/SHOP IN
     Graffiti on walls             SHOPS
     Trial Rooms in shape of a
      mushroom
                                    – Hangers to be
     Day Care Centre
                                      made in shape
         Monkey climb                of different
         Mini swing                  animals, boys
         Sloping ladder              and girls
         Set of Mini Games
                                    – Posters for kids
                                    – Mascot at the
                                      entrance
VISUAL MERCHANDIZING
 Attractive Window display
 In store Communication

 4 Way Racks/ Shelf Display

 Child Mannequins
     Toys, fancy colors, stylish wardrobe
     Colors and lights to be used of different kinds
DIRECT & TARGET MARKETING STRATEGY
 Partnerships with Nurseries, Primary and Secondary
  Schools for events
 Partnering with Reality shows for kids

 Channels
     Cartoon Network
     Nickelodeon
     Pogo
     Disney
CRM INITIATIVES
   Kids of the Week Contest
     Photo of kid to be put on the website
     Gift hamper for kid



   User friendly Website
     Cool Zone for kids
     Contests
     Grievances/Suggestions



   Customer Information Database
     New schemes & offers
     Birthday Wishes



   Loyalty Programs
     Cool Membership Card
     Point based program
B p lan for kids wear
B p lan for kids wear

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B p lan for kids wear

  • 1. TATA CAPITAL MARKETING STRATEGY PROJECT TO IDENTIFY THE MARKET FEASIBILITY OF A NEW KIDSWEAR BRAND STALWARTS A Presentation
  • 2. AGENDA  Introduction  Branding & Positioning  Distribution Strategies  Communication and customer engagement strategy  Merchandising Strategy
  • 5. INDUSTRY OVERVIEW  Market for kids apparel is the fastest growing industry in the india ~ 17% in 2009  Top ten global markets - US$131.5billion  A huge volume of kids apparel in India is being dominated by local and unorganized players. Kids Organized Unorganized 12 % 88%
  • 6. MARKET SIZE AND GROWTH •The volume of market share of kids apparels in the total apparel market is at 24.9%, as against a 15% share in 2005 •Urban kids apparel market comprises about 60% of the total kidswear market. •30% of the country’s population is below 15 years of age. Market Share Kidswear Womenswear Menswear 25% 40% 35% Technopark Apparel Report, 2009
  • 7. MARKET SIZE AND GROWTH  Total kidswear market in India is currently valued at approximately Rs 38,000  This segment, which is split into „kidswear‟ and' school uniforms‟ is expected to reach Rs 58,000 crore by 2014  Industry players further predict that the market is set to grow by 12% annually and reach its peak by 2012 Technopark Apparel Report, 2009
  • 8. MARKET SIZE AND GROWTH  The average annual expenditure on kidswear is approximately Rs. 3, 857.  Cotton is the most preferred material due to its non- allergic, comfortable, and easy caring virtues Fibre2Fashion Apparel Report, 2009
  • 9. FINDINGS OF THE SURVEY Retailers Survey
  • 10. AREA OF SURVEY 29 10 6 2 FC ROAD JM ROAD KOTHRUD KARVE NAGAR
  • 11. CUSTOMER PREFERENCE TO BUY A PARTICULAR BRAND 23 16 7 1 Affordable Designs which Popular brands Fitting customer wants
  • 12. BUYING DECISION 0-2 YEARS 44 2 1 0 mother father child NA
  • 13. BUYING DECISION 3-8 YEARS 35 6 4 2 mother father child na
  • 14. BUYING DECISION 9-12 YEARS 31 9 7 mother father child
  • 15. BUYING DECISION 13-16 YEARS 42 3 2 mother father child
  • 16. WILLINGNESS TO PAY PREMIUM FOR THE BRAND Yes No 47% 53%
  • 17. ANY SPECIFIC BRAND DEMANDED BY CUSTOMERS? 17 17 7 4 2 Always Sometimes Never Often Others
  • 18. FINDINGS OF THE SURVEY Customer Survey
  • 19. AGE DISTRIBUTION 31 28 26 16 15 <2 3--5 6--8 9--12 13-16
  • 20. GENDER DISTRIBUTION FEMALE MALE 47% 53%
  • 21. BRAND PREFERENCE 49 32 17 18 Always never Often Sometimes
  • 22. CHOICE OF BRAND 53 47 14 3 OPEN TO MULTIPLE OPEN TO BUYING PARTICULAR ABOUT BLANK BRANS EITHER BRNDED OR BRAND UNBRANDED
  • 23. PRICE LOOK, STYLE, FEEL 51 68 37 35 13 9 13 6 0 0 NOT ALL SOMEWHAT VERY MOST BLANK NOT ALL SOMEWHAT VERY MOST BLANK IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT AVAILABILITY AT YOUR PRESUURE FROM CHILD FAVORITE STORE 45 51 32 26 32 25 10 3 4 4 NOT ALL SOMEWHAT VERY MOST BLANK NOT ALL SOMEWHAT VERY MOST BLANK IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT
  • 25. Celebrate the joy of being young…
  • 26. BRANDING AND POSITIONING  Represent people of all shapes and sizes in the world.  Tender and soft.  Grow everywhere or so it seems and are very adaptable.  Spring up everywhere overnight that is grow and spread very fast.
  • 27.  LOGO  Blue conveys importance and confidence.  Blue is also seen as trustworthy, dependable and committed.  Brown says stability, reliability, and approachability. It is the color of our earth and is associated with all things natural or organic.
  • 28. TAGLINE Celebrate the joy of being young…  We give young ones reason to celebrate.  Making it joyful through an amazing shopping experience.
  • 29. KIDSWEAR MARKET SEGMENTATION: The market for kids wear is classified as follows:  Infants (0 - 6 months)  Toddlers (7 months - 2 years)  Kids (3 - 8 Years)  Pre-teens (9 - 12 Years)  Teens (13-19 years)
  • 30. TARGET MARKET SEGMENT  Geographic:  East, West, North and South starting from Pune  Demographic:  Age: 3-14 years  Gender: Male and Female.  Psychographic:  SEC: B/ C comprising of middle class and upper middle class.  Behavioural:  People who are trendy, fashionable, wants best and latest in kids wear but price sensitive.
  • 31. POSITIONING STATEMENT We position our self as a mid market and mass market kids wear brand for the customers who seek value for money in every purchase they make that is a high benefit to cost ratio. We provide a ladder to those people who are eager to switch from lower segment to medium segment products of superior quality but at affordable price range.
  • 32. POSITIONING MAP High Mushrooms QUALITY Medium Low Low Medium High PRICE
  • 33. UNIQUE SELLING PROPOSITION  Our garments maintain shape and colour after multiple washes.  AZO free finish for environment friendliness.  We try to make our quality services and products available to everyone who desire to experience the privilege.  Accessories  “Mushrooms My space”.
  • 34. UNIQUE SELLING PROPOSITION  Our store and collection concept gels well with the modernistic “cheerful, trendy, independent, creative, colorful children characters”.  We diligently select the designs that determine the world trends in line with the needs and demands of ages 3-14.  For best occasions or a day of creative play, we let parents and children fluently create the perfect outfit for any style, any reason at affordable prices.
  • 35.
  • 36. COMPETITOR ANALYSIS COMPETITOR BRAND TARGET GROUP PRICE RANGE POSITIONING SHOPPERS STOP 0-16 years Rs 299- Rs 5000 Middle and premium segment LILLIPUT 0-11 Years Rs 349- Rs 1799 Middle and premium segment RUFF KIDS 4-16 Years Rs 600 onwards Premium segment ZAPP (RAYMONDS) 0-11 Years Rs 299- Rs 1399 Middle and premium segment CATMOSS 0-16 Years Rs 345 onwards Middle and premium segment GINI & JONY 0-16 Years Rs 600- Rs 2500+ Premium segment UNITED COLOURS OF 1-12 Years Rs 999- Rs 3999 Premium segment BENETTON WEEKENDER 2-12 Years Rs 349- Rs 1799 Middle and Premium segment
  • 37. PRICING STRATEGIES BRAND PRODUCT RANGE PRICE RANGE PRODUCT CLASS SIZES AVAILABLE MUSHROOMS Tops 249-999 Regular, occasional, party XS/S/M/L/XL/XXL Girls wear Skirts 249-999 Regular, occasional, party XS/S/M/L/XL/XXL wear Frocks 249-999 Regular, occasional, party XS/S/M/L/XL/XXL wear Capris 299-799 Regular XS/S/M/L/XL/XXL Cotton Trousers 349-799 Regular S/M/L/XL/XXL Denim Jeans 699-999 Denims S/M/L/XL/XXL MUSHROOMS T-Shirts 249-699 Regular, Occasional XS/S/M/L/XL/XXL Boys Shirts 249-999 Regular, occasional, party XS/S/M/L/XL/XXL wear Cotton trousers 499-799 Regular S/M/L/XL/XXL Denim jeans 699-999 Denims S/M/L/XL/XXL Capris 299-799 Regular XS/S/M/L/XL/XXL
  • 39. EXCLUSIVE BRAND OUTLETS (EBO)  Mushroom distributers, our subsidiary manages all our EBO. 1 North 2 2 South 3 3 West 3 4 East 2 5 Central 1 Total 11
  • 40. MULTI BRAND OUTLETS (MBO)  MBO are stores that house apparels from multiple brands. 1 North 2 6 2 South 3 9 3 West 3 6 4 East 2 4 5 Central 1 2 Total 10 27
  • 41. SHOP-IN-SHOPS (SIS)  These stores are located in large format stores 1 North 8 2 South 12 3 West 12 4 East 8 5 Central 4 Total 44
  • 42. OVERALL  We also intend to Open more EBO‟s and Factory second Outlets. EBO‟s 2 3 3 2 1 11 MBO‟s 6 9 6 4 2 27 SIS‟s 8 12 12 8 4 44 Total 16 24 21 14 7 82
  • 43. TARGET CITIES  North  South  Delhi NCR  Bangalore  Chandigarh  Chennai  East  Hyderabad  Kolkata  West  Bhubaneswar  Mumbai ,  Central  Pune  Indore  Ahmadabad.
  • 44. Warehouse  Procurement Centre  Nasik  Ludhiana  Bhubaneswar  Coimbatore  Ludhiana  Chennai
  • 45. NETWORK Procurement Centre Target Cities Warehouse
  • 46. CHANNEL PROMOTIONAL SCHEME  EBO - Sales Person Promotions Value Achievement 120%> && 100-120% >150% <150% Earning per months Fixed : 2500 Fixed :9000 Fixed :3000 Commision:7 Commision:50 INR per Commision:125 INR per 500 5 INR per 500 INR Sale INR Sale 500 INR Sale
  • 47. MBO/SIS Promotion
  • 49. Merchandise Procurement Type of Buying • Centralized Types of Sources • Regional Source Selection • First time supplier • Small order to see performance – evaluation – bulk order
  • 55. ADVERTISING MESSAGE - APPEAL Objective: Break through the clutter Wide Range of colors/designs Customization based on need/choice
  • 56. ADVERTISING MESSAGE VALUE PROPOSITION STATEMENT Emotional Benefits Rational • Excitement Benefits • Joy • Value For • Happiness Money • Aesthetic • High Quality Pleasure  Our brand aims to infuse a sense of excitement and touch the hearts of children between 3 and 14 years of age by providing high quality apparels at a reasonable price.
  • 57. CREATING BUZZ – MARKETING CAMPAIGN Teaser Campaign Humannequins SMS Campaign
  • 58. MEDIA PLAN Media Print Hoardings TV
  • 59. PRINT MEDIA First Week & Second Week Market Edition Ad type W H Size Rate Cost Mumbai Mumbai Times Page 2/half 32.9 25 823 619 509437 DELHI Delhi Times Page 2/half 32.9 25 823 477 392571 Bangalore Bangalore Times Page 2/half 32.9 25 823 428 352244 Pune Pune Times Page 2/half 32.9 25 823 430 353890 Ahmedabad Ahmedabad Times Page 2/half 32.9 25 823 60 49380 Nashik Nashik Times Page 2/half 32.9 25 823 39 32097 Nagpur Nagpur Times Page 2/half 32.9 25 823 55 45265 Chandigarh Chandigarh Times Page 2/half 32.9 25 823 30 24690 Bhubaneshwar Bhubaneshwar Times Page 2/half 32.9 25 823 27 22221 Chennai Chennai Times Page 2/half 32.9 25 823 100 82300 Total 1864095
  • 60. PRINT MEDIA Third Week & Fourth Week Market Edition Ad type W H Size Rate Cost Mumbai Mumbai Times Page 2/half 32.9 25 410 619 253790 DELHI Delhi Times Page 2/half 32.9 25 410 477 195570 Bangalore Bangalore Times Page 2/half 32.9 25 410 428 175480 Pune Pune Times Page 2/half 32.9 25 410 430 176300 Ahmedabad Ahmedabad Times Page 2/half 32.9 25 410 60 24600 Nashik Nashik Times Page 2/half 32.9 25 410 39 15990 Nagpur Nagpur Times Page 2/half 32.9 25 410 55 22550 Chandigarh Chandigarh Times Page 2/half 32.9 25 410 30 12300 Bhubaneshwar Bhubaneshwar Times Page 2/half 32.9 25 410 27 11070 Chennai Chennai Times Page 2/half 32.9 25 410 100 41000 Total 928650
  • 61. HOARDINGS & TV Hoardings 5 hoardings in 10 cities for a month Cost per hoarding = Rs 1,00,000 Total Cost = Rs 10,00,000 TV 60 Spots of 10 seconds for a month Saregama Lil’ Champs, Boogie Woogie & Cartoon Channels Cost per Spot : Rs 3,00,000 Estimated Cost: Rs 18,00,000
  • 62. IN STORE DISPLAYS/VISUAL MERCHANDIZING  EBOs • MBOs/SHOP IN  Graffiti on walls SHOPS  Trial Rooms in shape of a mushroom – Hangers to be  Day Care Centre made in shape  Monkey climb of different  Mini swing animals, boys  Sloping ladder and girls  Set of Mini Games – Posters for kids – Mascot at the entrance
  • 63. VISUAL MERCHANDIZING  Attractive Window display  In store Communication  4 Way Racks/ Shelf Display  Child Mannequins  Toys, fancy colors, stylish wardrobe  Colors and lights to be used of different kinds
  • 64. DIRECT & TARGET MARKETING STRATEGY  Partnerships with Nurseries, Primary and Secondary Schools for events  Partnering with Reality shows for kids  Channels  Cartoon Network  Nickelodeon  Pogo  Disney
  • 65. CRM INITIATIVES  Kids of the Week Contest  Photo of kid to be put on the website  Gift hamper for kid  User friendly Website  Cool Zone for kids  Contests  Grievances/Suggestions  Customer Information Database  New schemes & offers  Birthday Wishes  Loyalty Programs  Cool Membership Card  Point based program