5. One is the buyer who is already a user of the tool.
6. Second is the youth who are looking for a product like this which could help them make a fashion statement. Yes, Leatherman is a fashion statement.
7. a large number of buying is done by those who are in the age group 26-33 youth who have the money power to buy anything they want, and prefer to spend on quality / branded products
8. Availability These products would not be available in every retail store In keeping with the product's exclusivity, they would mainly be available through a direct marketing route.
9. Leatherman on Call A phone to the dealer And an executive would come to the caller's doorstep with the entire range and Assist the buyer in making the choice
12. Woodland never wanted to be an ordinary shoe . According to Mr Harkirat Singh MD , he never wanted this brand to be a mass market brand. So till now this brand is concentrating on the premium end ( above Rs 1500 shoes) of 2000 crore casual shoe segment.
13. Woodland targets the upmarket segment and is positioning itself as a Rugged high quality premium casual shoe. It can be called as SUV of Indian shoes. The ads are catchy and tempting The brand carefully presented itself as an outdoor/ trekking kind of shoe which captured the imagination of Indian youth.
17. The brand was aimed at the youth segment (15-25). The brand was promoted with the slogan "Cool Watches from Titan Although the brand appealed to the youngsters, price was significant dampener. ( source : Business Standard)
18. The brand then took the help of advertising to change the perception of watches as a functional tool to a fashion accessory. The brand launched a campaign with the slogan " How many you have ". The campaign , the positioning and the price was a great hit
22. Strategic Deliverables To generate awareness and interest Create association An unique clutter breaking communication Gain Mindshare and market share
29. How to be visible online Blogging Banner ads on relevant sites/ gaming sites Banners on popular youth portals – zapak, in.com etc Presence on various forums relevant to our product and answering querries Uploading visuals on YouTube Registering on online catalogues