Marketing Management - Burning Fly
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This document provides a marketing plan for Burning Fly, a new light-emitting sport jersey being introduced by MAS ACTIVE. The plan outlines objectives to achieve Rs. 249 million in sales by 2019 and gain the largest market share in exercise clothing. It identifies urban nighttime exercisers as the target market and recommends an initial product launch at a popular mall, as well as promotional partnerships with local retailers and social media marketing. Pricing strategies include an introductory price of Rs. 999 followed by bundle offers to increase market penetration over the next two years.
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Marketing Management - Burning Fly
- 1. Burning Fly Burn to illuminate
- 2. Agenda Introduction ……………….…… 3 SWOT Findings ..…………….…5 Objectives …………………...… 6 Target Market ………….…….… 7 Positioning …………………..… 8 Product ………………………… 9 Price ………………………….. 10 Place ……………………….......11 Promotion …………………...…12 Branding …………………….…13 Conclusion …………………….14 Thank You …………………..…15 2 Are we Visible enough ?
- 3. Introduction 3 Burning Fly is the latest sport jersey introducing by MAS ACTIVE. This special jersey comes with latest wearable technology to increase the visibility of the runners, walkers and cyclists who doing the exercises during night time or under low light conditions. This is a washable, easy to wear and self light emitting jersey hence when compare to other similar products this may get better attraction.
- 4. Introduction 4 Market Opportunity Gap WashableNon-Washable Self emitting Non-Self emitting
- 5. 5 SWOT Findings InternalenvironmentExtremalenvironment Strengths Own Production facility’s Highly capable technical team for garment manufacturing Reputed brand name since sponsoring to Sri Lanka cricket team Agreement with strong local clothing retail chains Experienced sewing operators Experienced Innovation team Weakness High production cost No experiences of doing bigger marketing campaigns No available previous market researches done by company for wearable technology Opportunity’s Positive growing trend among people for exercising, such as Walking, Running & cycling Most of the working people exercise during night time Possibility of getting Sri Lanka cricket team members for the sales promotions Threats Local people not much familiar with wearable technology. Low numbers of rural area people exercise in night time Competitive advantage of cheap chines clothing products
- 6. 6 Objectives 2017 2018 2019 Sales Rs. 99 M Sales Rs. 199 M Sales Rs. 249 M Become the best selling Sport wear brand in local market Promote night time out door exercises Reach the 249 Million LKR of sales by 2019 and be the best selling sport wear brand in local market are the main objectives of MAS ACTIVE “Burning Fly” Achieve biggest market share in exercise clothing
- 7. 7 Target market Burning Fly may target the urban living people who tend to exercising during night time. Night Runners Night Walkers Night Cyclist (two cyclists facing an accident) + Night Runners + Night walkers + Night Cyclists + Busy people+ Urban living people
- 8. 8 Positioning MAS ACTIVE launch the Burning Fly jersey at Race Corse mall Colombo to get better attention of people. Since this place located in heart of Colombo and its very close to the famous shopping malls MAS ACIVE could do better sales promotion and attract the customers. Parallel to the local product launch MAS Chairmen's son Zid Amalean display the product at “Interbike 2017” exhibition held at USA
- 9. 9 Product Why Burning Fly This product can keep you visible during night time and under low light condition to other drivers on the road. What Burning Fly is This jersey comes with washable wearable technology. Its include very bright and small LED’s to emit lights and powered by removable lightweight Li-Ion battery. The fabrics used for this is thin jacquard polyester and elastane fabric which is stretchable and the fabric has a capability of absorb the sweat and keep the skin cool. Key Deliverables This thin and stretchable light emitting jersey is visible for 100 – 150 meters, hence this will keep the walkers, runners and cyclists safe during the night and low light conditions.
- 10. 10 Price Market Penetration Strategy Bundle Pricing Strategy Pricing Strategy 2018 1st Q – 2nd Q Rs. 999 2018 3rd Q – 4th Q Rs. 950 + Buy 2 & get 1 free 2019 1st Q – 2nd Q Rs. 900 + Buy 1 & get 1 free 2017 3rd Q – 4th Q Rs. 999
- 11. Place Target Market : Urban Living People 11 Local Clothing Retailers
- 12. Promotion Social Media Marketing e-Flyers Promotions at public events Promotionsthroughretailclothingchains 12
- 13. 13 Branding Peoples’ trust of MAS will create confident about the product Burning Fly logo design is very much close to the Fire Fly which light at night. So this design will touch people in emotionally too. E-Flyers will spread through web
- 14. 14 Conclusion & Recommendations Rs. 249 million of sales by 2019 Achieve biggest market share in exercise clothing Negotiate with more retail clothing chains to display the product
- 15. 15
Editor's Notes
- Product Contain – 16 washable LED’s (success fully pass for 50 cycle machine wash) 120 gsm lightweight Polyester 95% Spandex 5% jacquard jersey fabric With 5% of spandex the jersey become more stretchable and comfortable Sweet absorbing and fast drying capable fabric Removable Li-Ion battery as power source – just plug & play
- Self emitting – Non-washable items Head lights Torches Light tubes LED rings These product's are not attached to the cloth and external devices Not easy to wear and can be fallen as well not comfortable Washable – Non-Self emitting Reflective tapes attached tops & jackets Though these products washable since its not self emitting, its need external light source to reflect. Self emitting – Washable Currently in the local market “Burning Fly” is the only available product comes with these two features
- Sales; MAS ACTIVE expect to grow the sales from 99 million to 249 million by 2019 Further, being the market leader and earn the biggest share of the sport clothing market is the main target of Burning Fly jersey.
- Target market of “Burning Fly” is urban market and since the urban living people are more interest of exercising and with their busy schedules they can involve in exercising by night time only. This will be a good market opportunity to launch the products.
- Price of the one piece of Burning Fly is just Rs. 999 only. This price tag is made by thinking the psychological pricing to get better attraction of the customers. With the competitive advantage and the trend of the clothing business, I hope by 3rd & 4th Q’s of 2018 product will reach and start passing the maturity level, hence here after will change the pricing strategy. By the 3rd & 4th Q’s of 2018 pricing strategy moves to bundle pricing strategy and will offer Buy 2 & get 1 free. By the 1st & 2nd Q’s of 2019 I expect the product sales starts falling down, hence to move out the holding stocks will add a bundle price strategy as Buy 1 & get 1 free.
- Promotions may carry out through e-flyers and social media flat forms as well the product will display at the retail clothing chains such as CCOOL PLANET, Fashion Bug, NOLIMIT, glitz.
- Branding of Burning Fly may take place under Marketing, Strategy, Design, Web Advertising and Trust. Under marketing will get the supports of the mentioned clothing retails chains to display the product in selected special cabinets and the peoples trust of the MAS Holdings will be an advantage to build a trust and confident about the product in customers min. Burning Fly log is a Fire Fly animal and this will touch customers emotionally, since this fly light it self in the night and fly with a bright light at night time.
- At the conclusion will discuss about the sales target of the Burning Fly as well the target of achieving the biggest market share in exercise clothing market. As recommendation suggested to expand the retail chain partners and get the ODEL , Abstract and The Factory Outlet retail chains also to sell the product.