This document describes in detail about the various steps to be taken for creating a new brand. It also talks about brand positioning, market segmentation, market capture and various others strategies that could be taken up to make a new brand success
This document outlines a business plan for a new handbag brand called "P@n$#! Handbags" in India. It discusses the major players in the Indian handbag market and market research showing increasing demand. The objectives are to make Indian women look classy and trendy while being a loyal handbag brand. A SWOT analysis and marketing mix are presented, targeting college girls, housewives, teens and working women. The plan discusses product segmentation, positioning, differentiation and marketing channels. Budgets are outlined for equipment, furniture, and total capital and means of financing.
Khaadi is considering expanding into the Turkish market. As a Pakistani brand, Khaadi's strengths include its tradition-inspired designs and focus on modest Muslim fashion. However, entering Turkey also presents challenges as Khaadi does not currently have supply chain or brand recognition established in that market. It is recommended that Khaadi focus on high-value, furnished products from Pakistan to sell through a few flagship stores in major Turkish cities like Istanbul, Ankara, and Izmir, while maintaining Pakistan as its production headquarters. This approach would allow Khaadi to leverage its design expertise while minimizing risks as it introduces the brand to Turkish consumers.
This document discusses strategies to improve the brand image of Khaadi, a traditional Pakistani clothing brand. It begins with an overview of Khaadi's product lines and issues like lack of promotion. It then analyzes Khaadi's strengths, weaknesses, opportunities, and threats. The proposed vision is to make Khaadi the leading brand for traditional clothes. Key strategies include improving brand awareness, educating customers that Khaadi offers men's clothing too, and establishing consumer interaction through events and social media. Planned events are "The Khaadi Experience" and workshops to teach design. Building the world's largest mannequin is proposed to promote the brand.
This document discusses Khaadi, a Pakistani textile brand. It provides information on Khaadi's vision, mission, founder Shamoon Sultan, and marketing plan objectives. Key details include that Khaadi aims to become a national brand, provide high quality hand-woven products, and pass craftsmanship to future generations. Shamoon Sultan founded Khaadi in 1999 and it has since expanded to 38 stores in Pakistan and 10 abroad. The document also briefly discusses Khaadi's competitors, strengths like tailoring service and brand name, and weaknesses like online presence.
This document presents information about Khaadi, a Pakistani textile and fashion brand founded by Shamoon Sultan in 1998. It offers a variety of clothing, accessories, and home items made from hand-woven fabrics. The document discusses Khaadi's products, pricing, placement in stores across Pakistan and internationally, and promotional strategies. It also explains the company's objectives and segments its customers based on geography, demographics, psychographics, and behavior to help target and position the brand.
Khaadi is a Pakistani clothing retail company that was founded in 1999 and has since expanded to 52 outlets across Pakistan. It produces clothing made from natural fibers like cotton that are handwoven. Over time, Khaadi introduced new product lines like kids' clothing, accessories, and home goods. In 2010, Khaadi began expanding internationally by opening stores in Dubai, Abu Dhabi, Kuala Lumpur, and London. A SWOT analysis identified strengths like skilled labor and effective promotion, weaknesses like low wages, and opportunities in overseas markets. Threats include competition from other brands and a lack of mechanization. The document discusses conducting further market analysis to expand Khaadi into other Gulf countries
UKEssays. (November 2018). Plan For Burger King In Pakistan Marketing Essay. Retrieved from https://www.ukessays.com/essays/marketing/plan-for-burger-king-in-pakistan-marketing-essay.php?vref=1
This document provides an overview of TAXTILES, a textile company presented by Amir Yaseen Tabasum, Mah Noor Fatima, Ch.Adil Razaq, and Anum Razaq. It includes Taxxtiles' mission to deliver value through technology and teamwork while fulfilling social and environmental responsibilities. An internal analysis finds strengths in fabric designs and websites but weaknesses in easily copied designs and higher prices. External opportunities include expanding globally, while threats include new designers and changing government policies. Taxxtiles targets both male and female consumers from upper and middle income groups. It offers products like bed linen, curtains, and fabric, using promotion tools like magazines, websites, and social media. Tax
This document outlines a business plan for a new handbag brand called "P@n$#! Handbags" in India. It discusses the major players in the Indian handbag market and market research showing increasing demand. The objectives are to make Indian women look classy and trendy while being a loyal handbag brand. A SWOT analysis and marketing mix are presented, targeting college girls, housewives, teens and working women. The plan discusses product segmentation, positioning, differentiation and marketing channels. Budgets are outlined for equipment, furniture, and total capital and means of financing.
Khaadi is considering expanding into the Turkish market. As a Pakistani brand, Khaadi's strengths include its tradition-inspired designs and focus on modest Muslim fashion. However, entering Turkey also presents challenges as Khaadi does not currently have supply chain or brand recognition established in that market. It is recommended that Khaadi focus on high-value, furnished products from Pakistan to sell through a few flagship stores in major Turkish cities like Istanbul, Ankara, and Izmir, while maintaining Pakistan as its production headquarters. This approach would allow Khaadi to leverage its design expertise while minimizing risks as it introduces the brand to Turkish consumers.
This document discusses strategies to improve the brand image of Khaadi, a traditional Pakistani clothing brand. It begins with an overview of Khaadi's product lines and issues like lack of promotion. It then analyzes Khaadi's strengths, weaknesses, opportunities, and threats. The proposed vision is to make Khaadi the leading brand for traditional clothes. Key strategies include improving brand awareness, educating customers that Khaadi offers men's clothing too, and establishing consumer interaction through events and social media. Planned events are "The Khaadi Experience" and workshops to teach design. Building the world's largest mannequin is proposed to promote the brand.
This document discusses Khaadi, a Pakistani textile brand. It provides information on Khaadi's vision, mission, founder Shamoon Sultan, and marketing plan objectives. Key details include that Khaadi aims to become a national brand, provide high quality hand-woven products, and pass craftsmanship to future generations. Shamoon Sultan founded Khaadi in 1999 and it has since expanded to 38 stores in Pakistan and 10 abroad. The document also briefly discusses Khaadi's competitors, strengths like tailoring service and brand name, and weaknesses like online presence.
This document presents information about Khaadi, a Pakistani textile and fashion brand founded by Shamoon Sultan in 1998. It offers a variety of clothing, accessories, and home items made from hand-woven fabrics. The document discusses Khaadi's products, pricing, placement in stores across Pakistan and internationally, and promotional strategies. It also explains the company's objectives and segments its customers based on geography, demographics, psychographics, and behavior to help target and position the brand.
Khaadi is a Pakistani clothing retail company that was founded in 1999 and has since expanded to 52 outlets across Pakistan. It produces clothing made from natural fibers like cotton that are handwoven. Over time, Khaadi introduced new product lines like kids' clothing, accessories, and home goods. In 2010, Khaadi began expanding internationally by opening stores in Dubai, Abu Dhabi, Kuala Lumpur, and London. A SWOT analysis identified strengths like skilled labor and effective promotion, weaknesses like low wages, and opportunities in overseas markets. Threats include competition from other brands and a lack of mechanization. The document discusses conducting further market analysis to expand Khaadi into other Gulf countries
UKEssays. (November 2018). Plan For Burger King In Pakistan Marketing Essay. Retrieved from https://www.ukessays.com/essays/marketing/plan-for-burger-king-in-pakistan-marketing-essay.php?vref=1
This document provides an overview of TAXTILES, a textile company presented by Amir Yaseen Tabasum, Mah Noor Fatima, Ch.Adil Razaq, and Anum Razaq. It includes Taxxtiles' mission to deliver value through technology and teamwork while fulfilling social and environmental responsibilities. An internal analysis finds strengths in fabric designs and websites but weaknesses in easily copied designs and higher prices. External opportunities include expanding globally, while threats include new designers and changing government policies. Taxxtiles targets both male and female consumers from upper and middle income groups. It offers products like bed linen, curtains, and fabric, using promotion tools like magazines, websites, and social media. Tax
Fabindia was founded in 1960 to develop markets for hand-woven Indian crafts and provide rural employment. It started as an exporter of upholstery fabrics and opened its first retail store in 1974. Today it has over 170 retail outlets in India and abroad and sells a variety of textile, clothing, food and personal care products. Fabindia's supply chain is based on partnerships with over 22,000 artisans across India to source and produce products while maintaining quality standards. It uses technology and centralized processes to streamline ordering and delivery operations to improve the supply chain.
Business Case on Khadi Industry - PrayasTanuj Poddar
This business plan proposes linking the CSR activities of textile industries with the Khadi industry and local microfinance institutions. It aims to revitalize the Khadi industry by improving product quality and variety, and ensuring sales through textile company partnerships. The plan outlines collaborating with NGOs and MFIs to provide training, loans and market access to artisans. Products would include modernized Khadi clothing sold through textile retailers. Initial funding would come from banks, with promotion handled through industry partners. The goal is to make Khadi a profitable, fashionable product that generates rural employment.
This document provides a marketing analysis and strategy for positioning the Patagonia brand as more accessible to women. It analyzes Patagonia's competitors in the outdoor apparel category and identifies REI as the major competitor due to its co-op structure and membership programs that encourage loyalty. Consumer research found that women associate Patagonia with extreme sports and want a brand that represents "people like them." The document proposes targeting women ages 18-34 in Northeast urban areas through print ads in women's magazines, digital ads, blogger partnerships, and social media to change perceptions of Patagonia to be more welcoming and approachable. The goal is to position Patagonia products and lifestyle as accessible to this target audience.
Gul Ahmed Textile Mills is a leading textile company in Pakistan that began in the early 20th century. It produces high quality cotton fabric, home textiles, fashion apparel, and designer lawn products. Gul Ahmed has strong brand recognition for pioneering lawn fashion in Pakistan. It focuses on new design trends, competitive pricing, and marketing new collections through fashion shows and magazine advertisements to drive sales. The company's success is attributed to its core competency in yarn production, strategic product placement, introduction of new designs, and high quality standards.
Bata has historically positioned itself as a family footwear brand catering to middle class consumers in India. It dominated the organized footwear market until the 1980s. However, Bata now faces competition from national and international brands. To address this, Bata is repositioning itself from a manufacturing focused company to an affordable, market-driven lifestyle brand. It is overhauling store designs, expanding into malls, and launching new brands like Dr. Scholl's, Hush Puppies, and Marie Claire to target fashion-conscious consumers. Bata aims to change its image from an old-fashioned shoe seller to a modern retailer of trendy, high-quality footwear.
Uniqlo aims to provide the best customer experience through their online and offline channels. The report analyzes Uniqlo's service blueprint and customer touchpoints. A survey found that customers are most aware of Uniqlo through physical stores and word of mouth. While the Uniqlo website receives positive ratings, their app receives poor ratings due to issues like slow performance and login problems. The analysis suggests Uniqlo could improve the customer experience by enhancing their mobile app.
Manyavar is an Indian ethnic wear brand founded in 1999 that specializes in traditional outfits like sherwanis, kurtas, and jackets for men aged 10-45 and recently launched a women's brand called Mohey. The brand has over 400 stores across India, the US, UAE, Nepal, Bangladesh, and Saudi Arabia and aims to represent Indian elegance. It is known for campaigns around celebrations and festivals as well as initiatives like Manas Foundation, which funds heart surgeries for children. Manyavar has grown rapidly since 2007 and become a nationally recognized brand in India through its stores, sponsorship of cricket teams, and film advertisements.
Lavie is an Indian handbag brand launched in 2010 that aims to appeal to Gen Y women. It provides a wide range of colorful handbags and recently expanded into shoes. The brand's logo uses four L's in the shape of a swastika which symbolizes auspiciousness in Indian culture. Kareena Kapoor Khan is the brand ambassador. Lavie's advertising promotes the message that it has a bag for every mood through print, television, online, and public relations campaigns. The brand focuses on being fashionable, trendy and accessible at price points that satisfy consumers.
This document provides a case study and lecture on the Spanish retail giant Zara and its parent company Inditex. It discusses Zara's competitive advantages including its ability to develop new fashion products in just two weeks and launch 10,000 new designs per year. It also outlines Zara's objectives to maximize profits through maintaining fashionable, high-quality products at reasonable prices. The document analyzes Zara's strategies, international expansion, financial performance compared to competitors, and provides a SWOT analysis.
Zara- Case Study
Known for its fast, affordable fashion, retail chain Zara has built up a multi-billion dollar brand through listening and reacting quickly to its customers
This document provides a brand audit of Patagonia. It includes an internal audit of Patagonia's brand positioning, visual identity, and marketing mix. It also includes an external audit using PESTEL analysis. Key insights are that Patagonia's brand positioning focuses on environmental sustainability rather than image like competitors. The visual identity conveys quality and sustainability. The marketing mix shows high quality products made sustainably but at a high price. The external audit finds opportunities and threats from factors like taxes, environmental changes, and ensuring fair labor.
IKEA was founded in 1943 in Sweden and has grown to become the largest furniture retailer in the world. It achieves success through offering Scandinavian design at extremely low prices. IKEA visits consumers to understand local preferences and adapts products accordingly, such as adding deeper drawers for US wardrobes and more seating in California stores. While IKEA revolutionized furniture shopping through its self-assembly model and one-way store layout, drawbacks include potential quality issues and an overwhelming experience for some customers. IKEA continues to use market research and product differentiation to meet demands in local markets through a transnational strategy.
1) Junaid Jamshed is a famous Pakistani clothing brand launched in 2004 by recording artist Junaid Jamshed that has become a leading designer brand in Pakistan.
2) The brand focuses on high quality products that reflect Pakistani culture and values while innovating with new styles, fabrics, and fragrances.
3) Through high quality products, effective marketing strategies like celebrity endorsements, and focusing on customer satisfaction, Junaid Jamshed has built a strong reputation and expanded to over 15 stores across Pakistan and in London in just 5 years.
This document provides an overview of IKEA, including its business, vision, mission, strategy, history, and PESTEL analysis. Some key points:
- IKEA is an international home products company that sells ready-to-assemble furniture and home accessories.
- Its vision is to create a better everyday life for many people. Its mission is to offer well-designed, affordable home goods.
- It follows strategies of low prices, quality products, and flat-pack furniture packages for low-cost shipping.
- IKEA has expanded globally since its founding in Sweden in the 1940s. It now has over 400 stores worldwide.
HR practices in khaadi. This presentation contains all the information about the hr practices in khaadi along with Job description and specifications, swot analysis, managerial position selection, training, interviews, appraisals and recommendations about certain things.
The document provides an industry analysis of The Body Shop using Porter's five forces model. It discusses the company's history and founding. For each of Porter's five forces - threat of new entry, bargaining power of suppliers, bargaining power of buyers, threat of substitute products, and competitive rivalry - the document analyzes how it applies to The Body Shop's industry. It finds that threat of new entry and competitive rivalry are high forces, while bargaining power of suppliers and buyers are low. The threat of substitute products is medium. The analysis suggests that while The Body Shop was once differentiated, increased competition has reduced its differentiation and market share over time.
This document provides information about Banner India Consultants and their market research services. It summarizes their capabilities including:
1) Conducting market research studies across India to understand consumer needs, competition, and future trends in various sectors like paper, housing, textiles, and more.
2) Using both primary and secondary research methods like surveys, interviews, and data analysis to solve business problems and guide strategic decisions.
3) Providing case studies of successful projects conducting feasibility analyses, market sizing, product testing, and developing growth strategies for clients.
4) Having expertise in various industries and a team of advisors and research specialists to lead projects.
H&M is a Swedish fast fashion retailer that entered the Indian market in 2015. It has over 3,700 stores globally and employs 132,000 people across 61 countries. H&M is known for hot-off-the-runway fashions at affordable prices. The brand aims to provide "fashion and quality at the best price for everyone in a sustainable way." On its first day in India, H&M earned sales of 1.75 crores, double that of competitor Zara's first day earnings, showing strong consumer interest in the brand.
Fabindia was founded in 1960 to develop markets for hand-woven Indian crafts and provide rural employment. It started as an exporter of upholstery fabrics and opened its first retail store in 1974. Today it has over 170 retail outlets in India and abroad and sells a variety of textile, clothing, food and personal care products. Fabindia's supply chain is based on partnerships with over 22,000 artisans across India to source and produce products while maintaining quality standards. It uses technology and centralized processes to streamline ordering and delivery operations to improve the supply chain.
Business Case on Khadi Industry - PrayasTanuj Poddar
This business plan proposes linking the CSR activities of textile industries with the Khadi industry and local microfinance institutions. It aims to revitalize the Khadi industry by improving product quality and variety, and ensuring sales through textile company partnerships. The plan outlines collaborating with NGOs and MFIs to provide training, loans and market access to artisans. Products would include modernized Khadi clothing sold through textile retailers. Initial funding would come from banks, with promotion handled through industry partners. The goal is to make Khadi a profitable, fashionable product that generates rural employment.
This document provides a marketing analysis and strategy for positioning the Patagonia brand as more accessible to women. It analyzes Patagonia's competitors in the outdoor apparel category and identifies REI as the major competitor due to its co-op structure and membership programs that encourage loyalty. Consumer research found that women associate Patagonia with extreme sports and want a brand that represents "people like them." The document proposes targeting women ages 18-34 in Northeast urban areas through print ads in women's magazines, digital ads, blogger partnerships, and social media to change perceptions of Patagonia to be more welcoming and approachable. The goal is to position Patagonia products and lifestyle as accessible to this target audience.
Gul Ahmed Textile Mills is a leading textile company in Pakistan that began in the early 20th century. It produces high quality cotton fabric, home textiles, fashion apparel, and designer lawn products. Gul Ahmed has strong brand recognition for pioneering lawn fashion in Pakistan. It focuses on new design trends, competitive pricing, and marketing new collections through fashion shows and magazine advertisements to drive sales. The company's success is attributed to its core competency in yarn production, strategic product placement, introduction of new designs, and high quality standards.
Bata has historically positioned itself as a family footwear brand catering to middle class consumers in India. It dominated the organized footwear market until the 1980s. However, Bata now faces competition from national and international brands. To address this, Bata is repositioning itself from a manufacturing focused company to an affordable, market-driven lifestyle brand. It is overhauling store designs, expanding into malls, and launching new brands like Dr. Scholl's, Hush Puppies, and Marie Claire to target fashion-conscious consumers. Bata aims to change its image from an old-fashioned shoe seller to a modern retailer of trendy, high-quality footwear.
Uniqlo aims to provide the best customer experience through their online and offline channels. The report analyzes Uniqlo's service blueprint and customer touchpoints. A survey found that customers are most aware of Uniqlo through physical stores and word of mouth. While the Uniqlo website receives positive ratings, their app receives poor ratings due to issues like slow performance and login problems. The analysis suggests Uniqlo could improve the customer experience by enhancing their mobile app.
Manyavar is an Indian ethnic wear brand founded in 1999 that specializes in traditional outfits like sherwanis, kurtas, and jackets for men aged 10-45 and recently launched a women's brand called Mohey. The brand has over 400 stores across India, the US, UAE, Nepal, Bangladesh, and Saudi Arabia and aims to represent Indian elegance. It is known for campaigns around celebrations and festivals as well as initiatives like Manas Foundation, which funds heart surgeries for children. Manyavar has grown rapidly since 2007 and become a nationally recognized brand in India through its stores, sponsorship of cricket teams, and film advertisements.
Lavie is an Indian handbag brand launched in 2010 that aims to appeal to Gen Y women. It provides a wide range of colorful handbags and recently expanded into shoes. The brand's logo uses four L's in the shape of a swastika which symbolizes auspiciousness in Indian culture. Kareena Kapoor Khan is the brand ambassador. Lavie's advertising promotes the message that it has a bag for every mood through print, television, online, and public relations campaigns. The brand focuses on being fashionable, trendy and accessible at price points that satisfy consumers.
This document provides a case study and lecture on the Spanish retail giant Zara and its parent company Inditex. It discusses Zara's competitive advantages including its ability to develop new fashion products in just two weeks and launch 10,000 new designs per year. It also outlines Zara's objectives to maximize profits through maintaining fashionable, high-quality products at reasonable prices. The document analyzes Zara's strategies, international expansion, financial performance compared to competitors, and provides a SWOT analysis.
Zara- Case Study
Known for its fast, affordable fashion, retail chain Zara has built up a multi-billion dollar brand through listening and reacting quickly to its customers
This document provides a brand audit of Patagonia. It includes an internal audit of Patagonia's brand positioning, visual identity, and marketing mix. It also includes an external audit using PESTEL analysis. Key insights are that Patagonia's brand positioning focuses on environmental sustainability rather than image like competitors. The visual identity conveys quality and sustainability. The marketing mix shows high quality products made sustainably but at a high price. The external audit finds opportunities and threats from factors like taxes, environmental changes, and ensuring fair labor.
IKEA was founded in 1943 in Sweden and has grown to become the largest furniture retailer in the world. It achieves success through offering Scandinavian design at extremely low prices. IKEA visits consumers to understand local preferences and adapts products accordingly, such as adding deeper drawers for US wardrobes and more seating in California stores. While IKEA revolutionized furniture shopping through its self-assembly model and one-way store layout, drawbacks include potential quality issues and an overwhelming experience for some customers. IKEA continues to use market research and product differentiation to meet demands in local markets through a transnational strategy.
1) Junaid Jamshed is a famous Pakistani clothing brand launched in 2004 by recording artist Junaid Jamshed that has become a leading designer brand in Pakistan.
2) The brand focuses on high quality products that reflect Pakistani culture and values while innovating with new styles, fabrics, and fragrances.
3) Through high quality products, effective marketing strategies like celebrity endorsements, and focusing on customer satisfaction, Junaid Jamshed has built a strong reputation and expanded to over 15 stores across Pakistan and in London in just 5 years.
This document provides an overview of IKEA, including its business, vision, mission, strategy, history, and PESTEL analysis. Some key points:
- IKEA is an international home products company that sells ready-to-assemble furniture and home accessories.
- Its vision is to create a better everyday life for many people. Its mission is to offer well-designed, affordable home goods.
- It follows strategies of low prices, quality products, and flat-pack furniture packages for low-cost shipping.
- IKEA has expanded globally since its founding in Sweden in the 1940s. It now has over 400 stores worldwide.
HR practices in khaadi. This presentation contains all the information about the hr practices in khaadi along with Job description and specifications, swot analysis, managerial position selection, training, interviews, appraisals and recommendations about certain things.
The document provides an industry analysis of The Body Shop using Porter's five forces model. It discusses the company's history and founding. For each of Porter's five forces - threat of new entry, bargaining power of suppliers, bargaining power of buyers, threat of substitute products, and competitive rivalry - the document analyzes how it applies to The Body Shop's industry. It finds that threat of new entry and competitive rivalry are high forces, while bargaining power of suppliers and buyers are low. The threat of substitute products is medium. The analysis suggests that while The Body Shop was once differentiated, increased competition has reduced its differentiation and market share over time.
This document provides information about Banner India Consultants and their market research services. It summarizes their capabilities including:
1) Conducting market research studies across India to understand consumer needs, competition, and future trends in various sectors like paper, housing, textiles, and more.
2) Using both primary and secondary research methods like surveys, interviews, and data analysis to solve business problems and guide strategic decisions.
3) Providing case studies of successful projects conducting feasibility analyses, market sizing, product testing, and developing growth strategies for clients.
4) Having expertise in various industries and a team of advisors and research specialists to lead projects.
H&M is a Swedish fast fashion retailer that entered the Indian market in 2015. It has over 3,700 stores globally and employs 132,000 people across 61 countries. H&M is known for hot-off-the-runway fashions at affordable prices. The brand aims to provide "fashion and quality at the best price for everyone in a sustainable way." On its first day in India, H&M earned sales of 1.75 crores, double that of competitor Zara's first day earnings, showing strong consumer interest in the brand.
1) The document analyzes brand awareness and perception of Red Chief leather footwear products in Kanpur City, India. It assesses brand image, attitudes, and value drivers when purchasing shoes.
2) A sample of 88 consumers were surveyed using a structured questionnaire. Most respondents were male students with a monthly income under Rs. 10,000.
3) The findings show high brand awareness of Red Chief but also perceptions that it is costly. Advertising and quality were major brand influences.
The document provides an overview of branding and the telecommunications industry in India. It discusses what branding is, the objectives and scope of studying Airtel's brand, and the need for such a study. It then covers the methodology used, including primary and secondary research. The document also provides an industry profile of the Indian telecom sector, covering its history, key statistics, market dynamics, and recent developments and investments.
The document provides information about branding and brand management. It discusses how brands are used to identify and distinguish products/services, and how branding seeks to develop expectations and perceptions associated with a brand. It also covers how carefully crafted advertising can influence consumers to pay high prices for inexpensive products by manipulating perceived brand value.
Contrive Datum Insights (CDI) is a global market intelligence firm that provides syndicated and custom market research reports and services. They have experienced analysts and consultants who use various tools and techniques to gather and analyze information from proprietary data sources. CDI covers a wide range of industries and provides in-depth analysis and segmentation of markets. Their services include market sizing, competitive benchmarking, pricing intelligence, and distribution channel assessment. Some key clients include Fortune 500 companies from Europe, Asia, and North America.
The document provides information about the Indian textile industry. Some key points:
- The Indian textile industry is one of the largest in the world and contributes 5% to India's GDP. Textile exports were $39.2 billion in FY2018 and are projected to reach $82 billion by 2021.
- The industry has grown due to factors like rising incomes, availability of raw materials, policy support, and investments. However, it faces threats from competition and potential substitutes.
- ITC Ltd is a major player in the industry, with a 30% market share. It acquired the John Players menswear brand and plans to invest in expanding its market.
This marketing plan is for Signature Shoes, a men's customized shoe store in Dhaka. It targets upper and upper middle class men. The plan outlines market analysis, segmentation, SWOT analysis, competitive review, product offering, pricing, placement, promotion, budget, sales and expense forecasts, controls, organizational structure, and contingency planning. The goal is to reach break even within 2 years with an investment of 86 million BDT.
This document provides a project report on the international marketing of Toyota. It includes an abstract, introduction, objectives, content outline, and sections covering Toyota's history, global vision, marketing strategies, and operations in different world regions. Statistical data is presented on Toyota's vehicle production, sales, and exports. A SWOT analysis of Toyota is also included. The report was submitted by a student for their Master's degree and aims to analyze Toyota's approach to international marketing.
Internship Report on ITC Ltd. "A Study of various factors leading to purchase...Justus George
This document provides information about a study conducted on the various factors influencing consumers' purchase decisions regarding bathing soaps with respect to ITC Ltd.'s Fiama Di Wills brand. It includes a declaration, acknowledgements, table of contents, and sections on the organization (ITC Ltd.), the identified problem/research objectives, research methodology, results and findings, and the author's routine work during their internship. The study aimed to analyze the various factors leading to consumers' purchase decisions regarding bathing soaps in order to understand customer preferences and improve ITC Ltd.'s Fiama Di Wills brand performance.
The document summarizes a study on employee absenteeism conducted at GO GO International Pvt. Ltd. in Hassan, India. The study aimed to identify the reasons for and levels of absenteeism, as well as steps to decrease it. A survey was administered to 95 employees to collect primary data on absenteeism rates, causes, working conditions, and motivational factors. Secondary data was also collected from company records and other sources. The data was analyzed using percentage calculations to understand absenteeism levels and relationships between different factors.
The textile industry in India is one of the oldest and largest in the world. The industry contributes approximately 5% to India's GDP. It can be divided into several segments such as cotton, silk, wool, man-made fibers, and readymade garments. Orbit Exports is one of the largest exporters of novelty fabrics in India, recognized by Forbes as a best company under $1 billion in Asia. It specializes in products such as faux silk, fashion jacquards, and Christmas crafts. Orbit Exports aims to deliver high quality products on time and maximize shareholder value through continuous process evolution.
The document is a project report on a study of the sanitary market in Amritsar for Supreme Plastic Pipes. The study found that while Supreme is known for quality, the Finolex brand has greater market share due to more advertising and availability. There is potential for Supreme to gain dealers and customers in Amritsar if they improve brand awareness through advertising, make their products more available, and work to decrease prices while maintaining quality. The report provides findings on current brands sold, dealer preferences and perceptions, and opportunities for Supreme in product types like PPRC and CPVC pipes.
Analysis of balance sheet, net income and cash flow of Bombay Dyeing. This presentation gives company breakdown and steps taken or suggestions provided to get back its foothold in textile sector again.
Grasim Industries was established in 1947 and is India's largest producer of viscose staple fiber and edible oil. It has grown significantly over the years through both vertical and horizontal expansion. Today, Grasim is a leading industrial conglomerate with operations in textiles, cement, chemicals, and other industries. The company differentiates its textile brands through innovative fabrics. It has a strong nationwide retail network of over 110 exclusive showrooms and 12,000 multi-brand outlets. Grasim is committed to social causes like education, healthcare, and community development. Its main products include viscose staple fiber, cement, textiles, and chemicals.
1. The document provides details of a business plan for STAR NR Enterprise, a partnership firm that will produce clothes and handicrafts through employing rural women.
2. The enterprise will be located in Barisal, Bangladesh and will initially employ 24 workers to produce items like shirts, pants, women's clothes, and handicrafts.
3. The marketing plan discusses target customers as rural people and students, and competitors as garment industries and tailors. The financial plan outlines initial investment, sources of funding, and 3-year sales and profit projections.
This document is a dissertation presented in 2006 that examines consumer perceptions of global versus local car brands in India. The study aims to understand the factors that influence consumer preferences for global brands over local brands in the competitive Indian car market. Qualitative interviews were conducted to uncover consumers' feelings and opinions toward global and local car brands. The findings suggest consumers prefer global brands due to their global presence, reputation, and foreign quality. Country of origin also impacts brand perceptions, with foreign countries associated with superior attributes. The dissertation explores these insights in order to understand consumer perceptions of global versus local car brands in India.
The document provides an executive summary of the Indian fashion industry and a company's plans to enter the sustainable fashion market in India. Key points include:
- The Indian fashion market is expected to reach $190 billion by 2026, with sustainable fashion currently targeting premium customers due to higher costs.
- The company plans to leverage growth drivers like increased internet penetration and local raw materials. Technology innovations around NFTs and virtual trial rooms are proposed to engage customers.
- Market research found low awareness of sustainable fashion in India. Customers will be motivated by trends, designs, prices, and communication of benefits.
- A multi-channel strategy including stores, online, influencers and loyalty programs is recommended to
The document provides an analysis of Metro Brands, an Indian footwear retailer. It outlines key details about the overall footwear industry and Metro's business strategies. It analyzes Metro's revenue mix, pricing segments, store expansion plans, and financial performance compared to peers like Relaxo and Bata. The document concludes that the large and growing footwear industry faces trends like increasing sustainability and the importance of e-commerce.
India Textile Recycling Market Report in PPT: Top Companies, Trends and Futur...IMARC Group
Looking forward, the india textile recycling market value is projected to reach a strong growth during the forecast period (2022-2027).
More info:- https://www.imarcgroup.com/india-textile-recycling-market
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
2. About Us
Kỹros International™ (LLP) is a privately funded company specializing in textile industry.
The company known for its research and development in khadi fabrics, has come up with
an improvised material which has radically improved this fabrics texture, feel and
durability.
The company wants to place this product in semi-premium segment. There is cut-throat
competition. The marketing team of company has been asked to come up with a plan to
execute this idea. This report covers both market analysis and marketing plan for
executing the purpose.
Vision 2020
• Improve status of Khadi and increase
its overall demand to carve out a
niche in the textile industry.
• Customer is king. Strategic
positioning of retail/online outlets to
better serve customers.
• Making the material, the new fashion
fabric for world fashion.
Mission 2016
• Complete presence tier I cities. Increased
presence in tier II and tier III.
• Increased presence in various segments
• Positioning khadi as a ‘the garment of
choice.
• Increased presence in international
markets.
• Taking customization to next level.
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3. About Khadi
What is khadi ?
Khadi is handmade, handspun and hand-woven cotton fabric made by thousands of
skilled artisans living in rural areas.
How it is Made ?
Hand picking of the cotton balls, Ginning, Cardings, Roving & spinning, Sizing, Weaving ,
Finished Product ready for market.
Who works in the industry?
70% of the artisans involved in the process of Khadi production are women.
Characteristics
1. Cool in summers and warm in winters.
2. Very light and airy.
3. Soft feel texture and versatile fabric
4. It falls well and becomes second skin after two washes.
5. It is the only fabric where the play of texture is so unique that no two fabrics will be
absolutely identical, thus lending its exclusivity and inimitability in terms of feel and
texture.
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5. Secondary Research Data [Raw Material]
India’s textile market size
Cotton Production
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6. Secondary Research [Competition Analysis]
28
12
Revenue 2013
8 9
4 13
7
6
5
5
4
Aditya Birla Nuvo Ltd. Alok Industries Ltd. JBF Industries Ltd.
S. Kumars Nationwide Ltd. Arvind Ltd. Vardhaman Texttiles
SRF Ltd. Raymond Ltd. Garden Silk Mills Ltd.
Indo Rama Synthetics Ltd. Others
Direct Competitors Indirect Competitors
Fab India Raymonds, Peter England, Wills Lifestyle
KVIC (Khadi and Village Industry Commission) Allen Solly, Park Avenue, Benetton
Levis Black Berry
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7. Secondary Research [Demographics]
o India’s population is 123 billion. Of this, almost 60 percent of the population fall in
the age group of 15 to 54.
o Median age: Male (26.1); Female (27.4); Overall (26.7)
o Religion: 80.5% Hindu, 13.4% Muslim, 2.3% Christian, 1.9% Sikh
Target Segment
o Based on data, it is concluded that, the target age group should be around the
median age. Thus, people in age group 18-34 (years) are selected.
o Religion and Regional demographics played a role in concluding which type of
apparels to be more focused.
o A primary research (using Online Survey) was conducted to understand the various
unanswered questions. These have been discussed in detail in later part.
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8. Secondary Research [Production Unit and Head Office Location]
Head office location: Okhla, New Delhi
Reasons:
- Notified Industrial Area
- Huge base of distributors and exporters
- Good Connectivity
Production Unit: Orissa
o Availability of low cost power to industry
o VAT exemption
o Tax exemption for a period of 10 years.
o Labour wages are lower in comparison with other states
o Connectivity to major ports
o Stable government
o Direct access to raw material (also neighbouring states are cotton growing)
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9. SWOT ANALYSIS
STRENGTHS
1. Skilled Labor.
2. Low cost & quality raw material
3. Capital Output: Capital Labour low.
4. Reflects Indian culture
5. Tax Exemptions
6. Fashion
7. Employment Generation
WEAKNESS
1. Lack of skilled artisans
2. Lack of awareness
3. Lack of skilled training
4. Lacks of promotional activities
5. Khadi perceived as not fashionable
OPPORTUNITY
1. Huge labor potential
2. Demand for readymade Khadi
products of new designs and quality
3. Capturing an untapped markets
4. Emerging Trend
5. Immense potential for exports
6. Growing consumer preference
THREATS
1. Changing Government policies
2. Competition
3. Price variation of raw material
4. Cut throat competition
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10. Primary Research [Methodology]
o Goal of this primary research was to understand the various factors that customers
take into consideration while making purchase.
o The respondents were between the age group of 18 and 34.
o Respondents perceived quality as a factor which enhances their visual perception.
Cloth texture and Brand Image also plays an important role in determining quality.
o Launch date was also fixed on basis of the research.
o SURVEY MONKEY™ was used to conduct this online survey.
o A total of 124 responses were collected.
o 34% of the people surveyed were female.
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11. Market Research Data
Preferred Month for Purchase
14%
52%
3%
22%
9%
0% 10% 20% 30% 40% 50% 60%
Spring
Autumn
Summer
Winter
No Idea!
Preferred Month for Purchase
Launch date was planned
accordingly
Preferred Mode of Purchase
19%
17%
64%
Online Local Retail Vendor Malls
Malls remain the preferred mode of
purchase in Tier I cities. Secondly,
they preferred Online shopping. Tier II
and Tier III cites gave a hung verdict.
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12. Preference
With whom one prefers to shop with
16%
47%
29%
7%
2%
Alone Friends Family Partners Colleague
This question helped
understand whom to
focus while advertising
What do I look for in my cloth?
17%
19%
20%
15%
7%
0% 5% 10% 15% 20%
Color
Style
Comfort
Price
Quality
What do I look for in my cloth?
This helped understand
what customer looks for
when he/she purchases.
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13. Pricing
How much are you willing to spend on
20%
clothing per purchase?
42%
28%
50%
40%
30%
20%
10%
7% 3% 0%
<2000 2000-4000 4000-6000 6000-8000 >8000
How much are you willing to spend on clothing per purchase?
Pricing, needless
to say!
What encourages you to try out new brands?
Celebrity Style
Friends Suggestion
Family Suggestions
By Visiting Exhibition
Magazines/Fashion Blogs
Others
10.0%
5.0%
4.0%
24.0%
24.0%
33.0%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
What encourages you to try out new brands?
This helped
diversifying
ad expenses
Kỹros International Private Limited 13
14. Primary Research Data
Preferred Clothing Variant
85%
Preferred Clothing Variant
13% 2%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Ready Made Designer Tailored (Local
Stitching)
A whopping 85% preferred
readymade clothes! This
question helped segmenting
manufacturing expenses
Perceived Foreign Brand 62%
Perceived Indian Brand 14%
No preference to brand 24%
Ignorance is bliss!
(>90% of the respondents
presumed both Benetton
and Louis Philippe to be
foreign brand. Also their
perceived quality varied
accordingly)
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15. Phases of Launching a new product
Stealth mode: (Time frame: 18 months)
o This is the most important phase.
o All pre-launching activities needs to be synchronised for launching the product on
said date.
o This period should focus more on positioning the brand. At the same time, care
needs to be taken that, not a lot about the product is revealed.
o Most of the time was spent on training labours. One of the major problems with
Khadi products is inconsistency in fabric quality. In order to take care of this, all
workers were provided with tools of specific dimensions. They were supplied at no
loss profit basis. Even the financing in certain instance were provided by the
company itself
o A 3 month rigorous training program is designed to educate and increase the skills
of workers.
o Steps were taken to create buzz about this new product.
o Distribution networks and Service centres were set.
Launch phase:
Product is launched in the month of October
Kỹros International Private Limited 15
16. Strategy
Product Concept
Preliminary
Positioning
Strategy
Launch Planning
Strategic Partnership
Channel
Post Sales
Support Plan
Launch
Date
~18
Months
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17. Program Manager
Creative, Website,
Interactive
Marketing Product
Launch
Program
Manager
Development/
Technical
Marketing: Data
Sheets & Demos
Press/Analyst
Relations, Materials
Production
Strategic Partners,
Investor Relations
Shows,
Sales:
Weekly Status and
Project Management
Customer
Advocates Content
CTO
White Papers,
Simulation Strategies
Conferences,
Events
Kỹros International Private Limited 17
19. Creating a Brand
What is a brand?
It is not a logo, not an identity and neither a product
A brand is a persons gut feeling about the product, service or organization. A brand is
defined by individuals. Brand is not what you say it is, but rather what they say it is.
What gives innovative brand their traction in market place?
Distinctiveness
Brevity
Appropriateness
Ease of Spelling
Likability
Extendibility
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20. Orion Alley it is!
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22. Ways to target the market
• Geographic
– local, regional, national, international
• Demographic
– B2C: gender, age, income, education, ethnicity
– B2B: revenues, # employees, industry
• Psychographic
– values, lifestyles, hobbies
• Behavioral
– benefits sought, usage rate
Kỹros International Private Limited 22
23. Promotion, Sales process and Partnerships
o Shop with friends and relatives and get special discounts
o Special discounts to customers on occasions like their birthdays, anniversaries, festivals
etc.
o Special offers on purchases during some days of month
o Surprise gifts to regular customers.
o Social media groups like Facebook page, twitter handles etc to understand customers
better.
o Ad’s designed to interest youth and parents.
o Customization of clothing (for online purchases)
o Brand ambassadors to be Hollywood actors and Actresses. (This age group connects
well with Hollywood)
o Cover page ad campaign in every leading News Paper, TV magazines
Kỹros International Private Limited 23
24. The Opportunity
KEY TAKEAWAY POINTS
Companies’ upstream activities—such as sourcing, production, and logistics—are being
commoditized or outsourced, while downstream activities aimed at shaping customers’
perception and reducing their costs and risks are emerging as the main sources of
competitive advantage.
The Strategy
To compete effectively, companies must shift their focus from upstream to downstream
activities, emphasizing how they define their competitive set, influence customers’
purchase criteria, innovate to solve customer problems, and build advantage by
accumulating customer data and harnessing network effect.
The Lesson
The downstream tilt is most relevant to three types of companies: those in product-based
industries such as Pharma, those in maturing industries, and those seeking to
move up the value chain. Mastering downstream activities can allow these firms to build
new forms of customer value and lasting differentiation.
Kỹros International Private Limited 24
25. Changing Customer Perception
Define competitive set
Change purchase criteria
Build trust
Innovation
Tailor offering to consumption circumstances
Reduce customer costs and risks
Building Accumulative Advantage
Harness network effects
Accrue and deploy customer data
Cialis-Viagra Case
Redefining customers’ purchase criteria is one of the most powerful ways companies can
wrest market leadership from competitors.
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