D:\Lurve Madhuparna(97) Priyanka(30)


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D:\Lurve Madhuparna(97) Priyanka(30)

  1. 1. Madhuparna Das – 97 Priyanka Purkayastha – 30 MBA (Advertising) Batch - 2010
  2. 3. <ul><li>Launch of a stylish affordable ladies shoe brand in </li></ul><ul><li>India </li></ul>
  3. 4. <ul><li>The Indian footwear retail market is expected to grow at a CAGR of over 20% for the period spanning from 2008 to 2011. </li></ul><ul><li>Footwear is expected to comprise about 60% of the total leather exports by 2011 from over 38% in 2006-07. </li></ul>
  4. 5. <ul><li>Presently, the Indian footwear market is dominated by Men’s footwear market that accounts for nearly 58% of the total Indian footwear retail market. </li></ul><ul><li>By products, the Indian footwear market is dominated by casual footwear market that makes up for nearly two-third of the total footwear retail market. </li></ul>
  5. 6. <ul><li>As footwear retailing in India remain focused on men’s shoes, there exists a plethora of opportunities in the exclusive ladies’ and kids’ footwear segment with no organized retailing chain having a national presence in either of these categories. </li></ul>
  6. 7. <ul><li>The Indian footwear market scores over other footwear markets as it gives benefits like low cost of production, abundant raw material, and has huge consumption market. </li></ul><ul><li>The footwear component industry also has enormous opportunity for growth to cater to increasing production of footwear of various types, both for export and domestic market. </li></ul>
  7. 8. <ul><li>Bata India Ltd. </li></ul><ul><li>Liberty Shoe Ltd. </li></ul><ul><li>Khadim India Ltd. </li></ul><ul><li>Metro shoes </li></ul><ul><li>Mochi </li></ul><ul><li>Catwalk </li></ul><ul><li>Possible foreign entry </li></ul>
  8. 9. <ul><li>Age – 18-35 </li></ul><ul><li>Geographic- Urban (mainly metros) </li></ul><ul><li>Psychographic – Fashion conscious, independent, working, ambitious </li></ul>
  9. 10. <ul><li>Sexy </li></ul><ul><li>Suave </li></ul><ul><li>Sophisticated </li></ul><ul><li>Stylish </li></ul><ul><li>The name Lurve suggests the </li></ul><ul><li>Flirtatious, falmboyant nature of the brand </li></ul>
  10. 11. <ul><li>Most women in India are not really conscious about what shoe to wear </li></ul><ul><li>‘ Lurve’ will create a brand culture amongst the target audience </li></ul><ul><li>Women will be encouraged to pay as much attention to their shoes as they pay to clothing </li></ul>
  11. 12. <ul><li>Affordable </li></ul><ul><li>Ranging from Rs 350 – Rs 1500 </li></ul>
  12. 13. <ul><li>Carried out in 3 phases </li></ul><ul><li>Pre-launch </li></ul><ul><li>Launch </li></ul><ul><li>Follow up </li></ul>
  13. 14. <ul><li>Shoes Everywhere… </li></ul>
  14. 15. <ul><li>Tie –up with Cake shops where shoe shaped cakes will be available </li></ul><ul><li>High heel shoe cut outs on lamp posts </li></ul><ul><li>Ambient advertising: Images of shoes on multi-storied buildings </li></ul>
  15. 16. <ul><li>Our target group can be majorly found in pubs, lounges, sports bar etc </li></ul><ul><li>‘ Ladies night’ is a special attraction in metros like Mumbai, Bangalore etc </li></ul><ul><li>Cocktails or mocktails can be named on the brand name ‘ Lurve’ to create a lasting impression </li></ul>
  16. 17. <ul><li>Sizzle with shoes on.. </li></ul>
  17. 18. <ul><li>All four metros and semi-metros </li></ul><ul><li>Dresses will be designed with the shoe theme in mind </li></ul><ul><li>Models will walk the ramp with shoes as their accessories </li></ul>
  18. 19. <ul><li>Maintaining the brand culture.. </li></ul>
  19. 20. <ul><li>After the success of the launch fashion show, it could be taken up as a regular property. </li></ul><ul><li>Sponsoring college fests and organizing ‘dream’ fashion shows (the winner will act as the model for the next ad campaign) at an inter-college level. </li></ul>
  20. 21. <ul><li>Shoes and the targeted brand image together can be used very effectively in outdoor medium </li></ul><ul><li>A massive sized shoe can be put up on the hoarding place with just the brand name </li></ul><ul><li>The crux is to make the brand name familiar to the style statement impressed upon by the brand </li></ul>
  21. 22. <ul><li>One of the best mediums our target can be reached is the new media. </li></ul><ul><li>Facebook (communities, fashion games etc) </li></ul><ul><li>Twitter (any new range will follow you as the tweet) </li></ul><ul><li>Blogs ( Specialised branding in blogs like ‘striding in my stilletos’ by Queenbee)www.stridinginmystilletos.blogspot.com </li></ul>
  22. 24. <ul><li>The showroom door handles will be in the shape of shoes </li></ul><ul><li>The couches and other interior decors will also imbibe the shoe theme </li></ul><ul><li>Free pedicure and foot massage session for people exceeding purchase of a certain amount </li></ul>
  23. 25. <ul><ul><ul><li>Every week a particular day will be dedicated as the “lurve day” </li></ul></ul></ul><ul><ul><ul><li>Special discounts, free gifts and vouchers will be the added attraction </li></ul></ul></ul>