This document provides a marketing strategy proposal for a new kidswear brand called Mushrooms. It includes an analysis of the kids apparel market in India, target segments, positioning, branding, distribution strategies, pricing, and communication plans. The key points are: 1) The kids apparel market in India is growing rapidly at 17% annually but is dominated by unorganized local players. Mushrooms will target the organized retail segment. 2) Mushrooms will position itself as an affordable, mid-market brand offering quality kidswear. Its logo features mushrooms to represent youthfulness. 3) Distribution will include exclusive brand outlets, multi-brand outlets, and shop-in-shops located in major cities across India

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

3. COMPETITORS

4. INTRODUCTION

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

24. BRANDING & POSITIONING

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.

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

38. DISTRIBUTION STRATEGIES

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

48. MERCHANDISING STRATEGY

49. Merchandise
Procurement
Type of Buying
• Centralized
Types of Sources
• Regional
Source Selection
• First time supplier
• Small order to see performance – evaluation – bulk
order

50. Mushrooms Girl‟s
Wear

51. Mushrooms Boy‟s
Wear

52. Mushrooms
Accessories

53. MODEL STOCK PLAN

54. COMMUNICATION & CUSTOMER
ENGAGEMENT STRATEGY

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