FLANK OFF is a hypothetical shoe start-up targeting urban youth aged 15-25. It will focus on fashionable and comfortable sneakers and shoes priced at Rs. 899-2599. The marketing strategy involves digital promotions on social media and music/sports websites as well as events collaborations. Physical stores and online shopping will allow access to major cities in India. The brand aims to stand out by offering greener materials, innovative designs like lace-less shoes, and superior comfort.

1. FLANK OFF
I’m foot-abulous
Asad Hoosain
BITW

2. OVERVIEW
• FLANK OFF is a shoe product under a hypothetical start-up.

3. SWOT
STRENGHTS WEAKNESSES OPPORTUNITIES THREATS
-Exposure to export
markets.
-Easy availability of low
cost of labour.
-Variants.
-Comfortable availability
of raw materials.
-Quality and environment
conscious.
-Affordable price.
-Lack of fresh investment
in the sector
-Little brand image.
-New entrant.
-Youth reach.
-Growing fashion
consciousness globally.
-Use of modern
technology.
-Product diversification.
-Exposure to newer
markets.
-Multiple Brands
existing.
-Competition.
-Entry of multinationals
in domestic market.
-Fast changing fashion
trends.
-Market share.

4. TARGET AUDIENCE
• Urban (Tier 1 and 2 cities).
• Youth
• 15-25
• Primarily Male
For those who are :-
• School-goers,
• Fashionable
• Newbies in fashion
• Want to set a new trend(trend-setters)
• Be a stand-out and be cool

5. • Starting off their career.
• Who travels around,
• Likes adventure
• Party-freak.
• Into denims,jackets and stylish jeans
• Mixes up colour .
• Isnt afraid to experiment.
• Fantasize and dream big.
• Middle class and above
• Achievers & Strivers
• Ambitious
• Keep passion for success

6. 7 P’s

7. PRICE
• Rs 899- 2599
• Low price,High Promotion
• Rapid Penetration
• A margin of 10% would be kept for the wholesalers and a margin of 25%
would be kept for the retailers.

8. PLACE
• Primarily Retail & Online
• SEO (Google)
• Targeting Near areas where youth crowd is more likely to be found:-
• Leading Shopping Outlets
• Hangouts
• Bus Stops
• Lounges and Pubs
• Posh areas
• Residential societies

9. • Fashion shows
• Youth festivals.
• Cities like Mumbai,Bangalore,Kolkata,Hyderabad,New
Delhi,Chandigarh,Ahmedabad,Amritsar
• High retail only in Metros.

10. PROMOTION
• Online targeting
• Twitter
• #ashtags
• Sites where youth visit the most-occupy top spaces of Youtube and also pop-
ups of flipkart,yebhi,amazon.in
• Sports websites like espn,cricbuzz etc.
• Hoardings near colleges and schools
• Creative posters and spread-out single coloured ads throughout ,
• BLACK,RED,YELLOW,BLUE,PINK AND GREEN.
• Road shows and Freebies

11. • Celebrity collaborations –
• Virat Kohli & Anushka Sharma
• Varun Dhawan,Rannvijay,maybe Poonam Pandey
• Movie placements.
• Placement of ads –
• Highest freq.- MOVIE CHANNELS,LEISURE CHANNELS
• MTV (Shows like Roadies,Splitsvilla etc)
• V (Mostly all shows)
• Bindass
• NDTV GOOD TIMES
• DISCOVERY TURBO
• Dancing shows

12. • Conduct design contests and voting system though FB, Twitter.
• Xbox, Fastrack, Vespa, FM, Micromax, Kwality Walls & Energy drinks(Zinga,
Boost,MTN DEW) collaborations.
• Festival tie-ups.
• Music shows.
• Graffiti art
• Introductory
Summer offers.
• Upcoming IFL
• Chance of going
to FIFA WC

13. • Summer Collection
• Collaborations with
• Magazines(Articles, Ads and images)
• iPOD GEAR – Running, Jogging,Marathon events etc.
• Racks in elevators of malls.
• Applications in Android,Windows and istore. (Click your shoe and post it on
the app and win weekly prizes and feature prize-ticket to FIFA WC)
• Send out a birthday card with a special coupon on their big day
• Trade shows and Expos (for providing the ‘comfort and quality’ proof)

14. PRODUCT
• Daily wear
• Fashion wear
• Contemporary style
• Variants of-
• Sneakers
• Sports shoes
• Introduce designer shoes by big designers

15. PHYSICAL EVIDENCE
• Engaging to promote the F-G-F.
• Try-outs.
• Very comfortable soles.
• Minimalistic and simple packaging –appealing and pleasing the eye.
• Less use of plastics and paper for packaging purpose.
• Liability insured (in case)

16. PROCESS
• Customer satisfaction –oriented.
• Loyalty cards.

17. PEOPLE
• T.A
• Would keep an advisory board comprising of employee’s kids and others
aged 15-22.

18. BRAND
AWARENESS
PERCEIVED
QUALITY
BRAND LOYALTY BRAND
ASSOCIATION
-Ads
-Freebies
-Activisms, NGOs,
Marathons
-Hoardings
-Cool packaging
-Establishments
-Security check podiums
-Contribute to charity
-Staff /delivery service
- Shops having good
ambience & music
-Coupons
-Vouchers
-Game Invites
-Tailored promos
-Customer’s Club
-Logo
-Celebrities
-Slogans
-Films
-Sponsorships
-Pdt. placement
-Events- Meet n greet

19. CAMPAIGNS/EVENTS
• Fusion Fest.(Featuring prospective and fusion rock bands)(Lifestyle party for
college goers)
• Wander Off- Discover Your self. Discover you city (GO to places you have
never seen before in your city, click pics with our shoes involved,just that one
pair, and you could win a trip to Miami.
• Inter-College Fashionista F-Off (Display your fashion style and skills and win
exclusive packages and goodies along with a date with Virat Kohli or _____)
• MyDay(Celebrate Youth Day Jan.12 by representing yourself.Offers)

20. EDGE OVER COMPETITION
• Can also wear without socks.
• Made from greener material.
• Certain models are lace-less.
• Easily washable.
• Reduces sweating by 40%
• Nearly indestructible design (In association with Crocs)
• Zip type/Pressing button type footwear.

21. COMPETITORS COMPARISON
• Major competitors-
NIKE
CONVERSE &
VANS.