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Marketing Plan Presentation Spykar Oyo Rakesh

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Marketing-plan-presentation spykar's kidswear OYO- Rakesh

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Marketing Plan Presentation Spykar Oyo Rakesh

  1. 1. ‘ OYO’ Spykar’s kidswear Marketing Plan Rakesh Ravindran
  2. 2. <ul><li>Company Profile </li></ul><ul><li>Marketing Objectives </li></ul><ul><li>Overview of the industry </li></ul><ul><li>What is ‘OYO’ </li></ul><ul><li>STP </li></ul><ul><li>Forecasting & Consumer Analysis </li></ul><ul><li>Consumer Behaviour & SWOT Analysis </li></ul><ul><li>New Product Life Cycle </li></ul><ul><li>Implementation Schedule </li></ul>
  3. 3. Spykar Lifestyle Private Ltd <ul><li>COMPANY OVERVIEW </li></ul><ul><li>Spykar Lifestyle was founded in 1992 and is based in Mumbai, India 12% market share in India’s denim industry . </li></ul><ul><li>Denim garments products </li></ul><ul><ul><li>For men </li></ul></ul><ul><ul><ul><li>cotton casual wear, jeans, belts, caps, cargo's, forays, shirts, and t-shirts </li></ul></ul></ul><ul><ul><li>For women </li></ul></ul><ul><ul><ul><li>jeans, cargo's, shirts, shorts, skirts, and t-shirts . </li></ul></ul></ul><ul><li>LOCATIONS </li></ul><ul><ul><li>India </li></ul></ul><ul><ul><ul><li>Ahmedabad, Ghaziabad, Hyderabad, Indore, Kolkata, Lucknow, Mumbai, Nasik, New Delhi, and Pune, </li></ul></ul></ul><ul><ul><li>Australia </li></ul></ul>
  4. 4. <ul><li>Launch and market a completely unseen-before kidswear product range, in order to achieve the following: </li></ul>What are our intentions? Create strong consumer awareness for OYO 3 MARKETING OBJECTIVES Become the jeans wear expert in the kidswear segment through sizeable market shares Re-affirm the company’s title of market leader in product innovation and successful product launches .
  5. 5. Market Analysis <ul><li>The kids’ wear market, which has been assessed at Rs 27,000 crore </li></ul><ul><li>Only Rs 3,000 crore being branded </li></ul><ul><li>Growth rate of 10 per cent. </li></ul><ul><li>Current low brand penetration rate of 8 per cent in this market, which creates a huge potential for branding in Kidswear </li></ul><ul><li>The market is dominated by Unorganized sector. </li></ul>
  6. 6. OYO “On Your Own” <ul><li>With the launch of OYO, shopping abroad for children clothes may be quite unnecessary . </li></ul><ul><li>OYO will offer all sorts of apparel for kids. </li></ul><ul><li>OYO is discreet and elegant fashion for children. </li></ul><ul><li>OYO will be more premium then mass. </li></ul>
  7. 8. Segmentation <ul><li>SEGMENTATION ON BASIS OF AGE & SEX </li></ul>
  8. 9. Segmentation <ul><li>SEGMENTATION ON BASIS SOCIAL CLASS </li></ul>
  9. 10. Targeting <ul><li>Kids </li></ul><ul><li>College students </li></ul><ul><li>Fashion conscious parents </li></ul><ul><li>High disposable surplus income family </li></ul>
  10. 11. Positioning <ul><li>To be a jeans wear expert for kids </li></ul><ul><li>The tag line is ‘ On Your Own ’ </li></ul><ul><li>Appeal More Premium then mass. </li></ul><ul><li>Vogue dressing to promote as a part of OYO. </li></ul><ul><li>Like Father– Son & Like mother- Daughter </li></ul>
  11. 12. Present Competitors <ul><li>Gini & Jony </li></ul><ul><li>Little Kangaroos </li></ul><ul><li>Ruff </li></ul><ul><li>Lilliput </li></ul><ul><li>Raymond’s Zapp. </li></ul>
  12. 13. PRICING DEPENDS ON ITS POSTIONING IN MARKET Fancy Discreet and elegant fashion Expensive Inexpensive Big bazar Fashion street & Local unorganised Gini & Jony OYO
  13. 14. Pricing Strategy <ul><li>Quality Strategy : High quality and High Price , Premium Price Strategy. </li></ul><ul><li>Price Objective : Product Quality Leadership </li></ul><ul><li>Demand : Limited at beginning stage. So there is Inelastic demand . </li></ul>
  14. 15. FORECASTING DEMAND Based on Frequency of buying clothes.
  15. 16. CUSTOMER ANALYSIS Based on the type of bottom wear
  16. 17. Consumer Behaviour <ul><li>Object of purchase : Lifestyle jeans for kids </li></ul><ul><li>Objective of Purchase : Ego satisfaction for fashion conscious parents . </li></ul><ul><li>Organization of Purchase : Parents of other Kids & Kids. </li></ul><ul><li>Operation of Purchase : Franchise outlets. </li></ul><ul><li>Occasion of Purchase : Parties, Birthdays </li></ul><ul><li>Outlet of Purchase : Spykar Lifestyle Stores. </li></ul>
  17. 18. Promotion Strategy
  18. 19. SWOT Analysis <ul><li>Strengths </li></ul><ul><li>12% market share </li></ul><ul><li>Promotional activity. </li></ul><ul><li>Brand Power. (u: culture) </li></ul><ul><li>100 Exclusive Brand Outlets. </li></ul><ul><li>Weakness </li></ul><ul><li>Premium pricing . </li></ul><ul><li>Opportunity </li></ul><ul><li>27000 crore kids wear market. </li></ul><ul><li>A big untapped market. </li></ul><ul><li>Has the potential to become the market leader in kidswear. </li></ul><ul><li>Threats </li></ul><ul><li>Existing players </li></ul><ul><li>Unorganized sector </li></ul><ul><li>Aggressive price competition </li></ul>
  19. 20. New Product life cycle <ul><li>Introduction Stage: </li></ul><ul><ul><li>Rapid Penetration – high price & high promotion. </li></ul></ul><ul><ul><li>Advertising shift from only men's or women's wear to kids wear. </li></ul></ul><ul><li>Growth Stage: </li></ul><ul><li>1) Add new product features. </li></ul>
  20. 21. IMPLEMENTATION SCHEDULE <ul><li>The implementation schedule is anticipated about one year </li></ul>Jan Feb Mar Apr May Jun July Sep Oct Nov Dec Phase 1 Phase 2 Phase 3 <ul><ul><li>Idea Generation </li></ul></ul><ul><ul><li>Idea Screening </li></ul></ul><ul><ul><li>Market & Demand Analysis </li></ul></ul><ul><ul><li>Feasibility Analysis </li></ul></ul><ul><ul><li>Project Report & Appraisal </li></ul></ul><ul><ul><li>Registration </li></ul></ul><ul><ul><li>Obtaining Loan </li></ul></ul><ul><ul><li>Organizing Working Infrastructure </li></ul></ul><ul><ul><li>Establishing Contacts With </li></ul></ul><ul><ul><li>Parties, Buyer, & Market Agency </li></ul></ul>
  21. 22. <ul><li>Thank You </li></ul><ul><li>“ Dhanyawad” </li></ul>

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