A national kids fashion brand wants to enter the crowded Indian market for children's apparel ages 0-3. The market is large and growing rapidly. The brand wants to position itself as providing stylish, high-quality products at affordable prices to appeal to middle-to-upper class families. It will target mothers as the primary shoppers but also influence children through creative advertising and in-store displays.

1. Client: M R Hosiery Project: Communication design Date: Sep 28, 2010

2. Concept An national apparel Brand that promises the best and the most fashionable dress for kids between age group of 0-3 years

3. Brief A national kids fashion brand wants to make inroads in already cluttered market which promises most stylish and best product in its category “ A brand that promises Attitude ”

4. Market Scenario At Kearney's Global Retail Development Index, which measures developing countries in terms of attractiveness for retailers looking at global expansion, has ranked India number one in its most recent survey. The country's retail sales are projected to soar from $300 billion today to $637 billion by 2015, according to estimates by Indian firm KSA Technopak. A report by PricewaterhouseCoopers estimates about $412 billion in investment will flow into the Indian retail sector by 2011. According to research firm KSA Technopak, the kids' apparel market size is over Rs 13,000 crore, of which the branded segment consists Rs 3,000 crore. which is growing at a rate of 20-25 per cent.

5. The size of the retail industry in India is expected to touch USD 450-500 billion by 2010. Within the retail sector, grocery is the biggest component with 50 per cent share. Apparel is the next high growth area in the retail sector.

6. The Decision Makers 'The mother actually admits the child's influence even in the purchase of all types of brands - which the child seems to be doing unconsciously,' the NFO-MBL study indicates. For example, 17 per cent of the children aged between seven and14 years said they bought products for the home.

7. The KSA Consumer outlook also presented marketing opportunities for tapping each consumer segment. The study reveals that 58 per cent of apparel for young women and 42 per cent for young men is unbranded, and marketers can leverage this opportunity to create youth apparel brands for them. They are decision influencers for almost all household purchases and must be targeted by retailers and marketers for promoting the sales of big-ticket items.

8. How to do it

9. Target Group Direct: Kids between age group 0-3 Indirect: Parents Socio Economic Segment: A1/A2/B1 Businessmen/Middle/Senior Executives/Self Employed Professionals/Double Income Household

10. Positioning Frame Our Brand Value for Money High Price LILIPUT CATMOSS ZAPP ADAMS

11. Communication Strategy

12. Outdoor Hoardings Kiosks Bus Shelters Mobile Van Shopping Mall Plasma TV Car Parking Displays

13. In-shop Posters Danglers Stickers Wobblers Standees Visual Merchandising

14. Visiting Card Letterhead Bill Book Price Tag Product Tag Dress for the store staffs Visitors Book Visiting Card Holder Cup/Mug/Glass/Hangers/Gondolas Internal

15. The Creative

16. Logo option 1

17. Elements

18. ad

19. Retail signage

20. Outdoor

21. instore

22. Props / products

24. Merchandise adaptation

25. Carry Bag

27. Smart Buy Card

30. Thank You