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Marketing strategy for new product launch

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Marketing strategy for new product launch

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Marketing strategy for new product launch

  1. 1. E L G R O U P F
  2. 2. COMPANY PROFILE COMPANY NAME : Caminar ESTABLISH ON : NOV 2015 PRODUCT : FLATEEL TAG LINE : WALK WITH STYLE LOGO :
  3. 3. Flats Heels This is what the PROBLEM is? Carrying two different WEARS at a time
  4. 4. Do not worry Solution is here
  5. 5. F L A T + H E E L F L A T E E L
  6. 6. • Fashionable • eLegent • clAssy • flaT cum heel • Easy to carry AdjustablE ComfortabLe
  7. 7. POLITICAL ECONOMIC SOCIAL TECHNOLOGI CAL LEGALENVIRONMENT AL  INFLATION  RECESSION  SKILL LEVEL OF WORKFORCE  TAXATION TO PARTICUAR PRODUCT  GOVERNMENT INTERVENTION  DISPOSABLE INCOME OF BUYERS  CHANGE IN CONSUMER PREFERENCE  ADVERTISING & PUBLICITY  BRAND IMAGE  LIFESTYLE TRENDS  CLASS STRUCTURE  RESEARCH FUNDING  ADVANCEMENT & INNOVATION IN TECHNOLOGY  COMPETING TECHNOLOGY DEVELOPMENT  INFORMATION & COMMUNICATION  CONSUMER’S REACTION  GEOGRAPHICAL LOCATION  GOVERNMENT POLICIES  POLITICAL STABILITY  INCREASE OR DECREASE IN TAX  PRODUCT REGULATION  LICENSING REGULATION RELATED TO INDUSTRY  INTRODUCTION OF STRICTER CUSTOM & TRADE REGULATION PESTEL
  8. 8. STP ANALYSIS SEGMENTATION TARGETING POSITIONING
  9. 9. Segmentation Table Business cool Business Practical 67/baby bloomers Senior grey Young family Young cool Age 35-45 35-50 45-65 65+ 30-45 15-24 Sex F F F F F F Income High High Med/High Low Med Med Comfort & quality High Mid/High Mid Mid/high High High Party lovers High High Low Low Med/High High Price sensitivity Low Low/mid Mid High Mid Low/high heel usage High High Low Low mid high Relative segment size 30% 20% 5% 5% 10% 30% PROFESSIONAL MASS MARKET
  10. 10. Target Customer PROFESSIONALS COLLEGE GOING GIRLS
  11. 11. POSITIONING STATEMENT “We Offer DUAL classiness of wearing FLATS & HEELS in ONE
  12. 12. Trendy Less trendy High in comfort Less in comfort
  13. 13. STRENGTH • dual comfort • fashionable elegance • unique product • value Weakness • young company • limited distribution • brand awareness OPPORTUNITY • Trendsetters • No competition for short period of time • expansion THREAT • No barriers of entry • covering cost • failure
  14. 14. Bargaining power Of BUYERS Potential New ENTRANT Substitute PRODUCT Intra-Industry Rivalry (Bata, Cat walk, Tanya heath Paris) THREAT -MODERATE Bargaining Power of SUPPLIERS LOW THREAT- HIGH HIGH POTER FIVE FORCES MODEL
  15. 15. Bargaining power Of BUYERS Potential New ENTRANT Substitute PRODUCT Intra-Industry Rivalry (Bata, Cat walk, Tanya heath Paris) THREAT -MODERATE Bargaining Power of SUPPLIERS LOW THREAT- HIGH HIGH POTER FIVE FORCES MODEL
  16. 16. POTENTIAL PRODUCT PRODUCT
  17. 17. Works Similar as normal heels & flats POINT OF PARITY POINT OF DIFFERENCE Offering heels & flats in Single PRODUCT
  18. 18. P R I C E • Company’s pricing objective is to cater those girls/women who are either studying or working • We will use penetration pricing in order to gain the market share quickly. • 6 Months warranty.
  19. 19. DISTRIBUTION PRICE LIST FACTORY COST FACTORY MARGIN DISTY PRICE DISTY MARGIN DISTY MARGIN % DEALER PRICE DEALER MARGIN DEALER MARGIN % RRP/M RP INR INR INR INR % INR INR % INR FLATEE L 960 41% 1338.60 7 70.453 5% 1409.06 89.94 6% 1499
  20. 20. P L A C E
  21. 21. DISTRIBUTION CHANNEL PRODUCER DISTRIBUTOR RETALLER COSUMER CONVENTIONAL DISTRIBUTION
  22. 22. PACKAGING • Simple & transparent • PP material is environment friendly
  23. 23. PUBLIC RELATION SALES PROMOTION PERSONAL SELLING ADVERTISING DISCOUNT • T.V $ RADIO • PRINT AD • ONLINE • COUPONS • OUT OF MEDIA • SPONSOR EVENT Promotion Mix
  24. 24. BUDGET - 1.5 LAC Place- Delhi Name - fresh face ? Mission – BRAND AWARENESS Event - Fashion Show
  25. 25. FASHION EVENT BY FLATEEL FRESH FACE WINNER will get a chance to be the part of Our COMMERCIAL AD FRESH FACE
  26. 26. PRINT MEDIA (NEWS PAPER) SOCIAL MEDIA (FACEBOOK) TOOLS INTEGRATED MARKETING COMMUNICATION
  27. 27. TOOLS INTEGRATED MARKETING COMMUNICATION BUS BILL BOARD
  28. 28. BRANDINg STrATEGY BRAND ASSESMENT: NEW TO EVERY ONE BRAND touchpoints : LOGO, NAME BRAND STRATEGY : BI+ASSOCIATION
  29. 29. BUDGET MANUFACTURING (PER PIECE) ADVERTISING SPONSORS TOTAL Raw Material 500 Online 0 Events 200000 Labour 100 Print 100000 Campaign 170000 Production expenses 360 Commercials 350000 Total 960 Out of home media 200000 FOR 500 PAIR 480000 Total 650000 Total 370000 1500000
  30. 30. MARKETANALYSIS MARKETANALYSIS In value terms, Indian footwear sector is estimated at Rs. 50,000 crore which includes domestic market of Rs. 32,000 crore and export market of Rs. 18,000 crore SOURCE: ICRA Research Service • INDUSTRY SIZE: Size of Indian domestic footwear industry is estimated to be worth 20- 25000 corers source : ET Retail • TRENDS: India’s annual footwear consumption of 2.1 billion pair is the third largest globally after China and USA and has recorded a healthy growth over the past decade driven by rise in income levels, higher disposable income, growing fashion consciousness and increasing discretionary spending
  31. 31. MARKET SHARE
  32. 32. CONTIGENCY PLAN In Case the product “FAILS ” in the market • Will Do some alteration • Reposition our product
  33. 33. SUBMITTED BY-: DEEPSHIKHA GUPTA SACHIN CHAUDHARY HANSIKA NEHA KUMARI SAKSHI SHIKHAWAT SHWETA PARIK

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