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Relaxo ppt
- 1. RELAXO
- 2. Market Cap Rs. 10,020.64 cr Product Price Quality Brand Distribu tion Sold 15.7 crore pairs in FY18 Products available for every Age group and every price point Value for money products catering to entire family OVERVIEW Quality par Excellence 10 Brand ambassadors like Salman Khan and Akshay Kumar +50,000 Retailers 262 retail stores
- 3. PHILOSOPHY AND VALUES Affordable Beautiful Comfortable Durable Values- The Core Values that Relaxo lives by are exclusive in their overpowering simplicity and absolute effectiveness. Corporate Citizenship Honesty Transparency Employee Satisfaction Customer Orientation Team Orientation Philosophy- Philosophy is as simple as ABCD
- 4. BRAND FOR ALL CATEGORIES Brand Overview Target Consumer Most popular Brand of Rubber/EVA slipper All strata of the society Fashionable and light weight footwear Fashion Conscious consumers A Range of sports and canvas shoes, Sandals and slippers Upwardly mobile youth A trendy and fashionable flip-flops Contemporary generation A range of school shoes for boys and girls School students
- 5. CUSTOMER BASE – TARGET MARKET MISS SHUBHANSHI MISHRA (16, F) • CLASS 10TH STUDENT • MIDDLE CLASS FAMILY • GETS RS. 200 AS POCKET MONEY • STYLE CONSCIOUS PERSONA 1
- 6. PERSONA 2 MR. ROHIT THAKUR (31, M) • WORKS IN CIPLA AS AN AUDITOR • EARNS RS. 25,000 PER MONTH • TRAVELS BY PUBLIC TRANSPORT • STAYS IN 1 BHK APARTMENT WITH FAMILY
- 7. PERSONA 3 MR. SAHIL CHAUHAN (23, M) • COLLEGE STUDENT • LOVES WILDLIFE PHOTOGRAPHY • JOINED GYM RECENTLY • OWNS HERO SPLENDOR PLUS
- 8. SEGMENTATIO N Age Gender Price Kids Male Low (<500) Youth Female Medium (500- 2000) Adults Male/Female High (>2000)
- 9. TARGETING Age Gender Brand Price Kids Male Hawaii, Sparx, Bahamas, Schoolmate Low (<500) Youth Female Flite, Bahamas, Sparx Medium (500-2000) Adults Male/Fema le Sparx (sports shoes), Hawaii, Flite High (>2000)
- 10. PRODUCT LINES • SPORTS SHOES • SANDALS • SLIPPERS • SCHOOL SHOES • CASUAL SHOES MEN, WOMEN & KIDS
- 11. GAP IDENTIFICATION • RELAXO AS A BRAND IS KNOWN FOR ITS FOOTWEAR, VALUE OF MONEY PRODUCTS AND HIGH QUALITY. IT CATERS MIDDLE CLASS PEOPLE. THE COMPANY BELIEVES IN DELIVERING THE BEST PRODUCTS AT AFFORDABLE PRICES AS THEY BELIEVE IN THEIR MOTO “QUALITY PAR EXCELLENCE”. CURRENTLY, A RELAXO STORE HAS 4 LINES OF FOOTWEAR BRANDS – BAHAMAS, FLITE, SPARX, SCHOOLMATE. • IN COMPARISON WITH ITS COMPETITORS LIKE PUMA, WILDCRAFT AND FAST TRACK THERE IS A NEED TO DIVERSIFY ITS BUSINESS FROM FOOTWEAR TO BAGS AS IT WILL HELP RELAXO TO SUSTAIN IN THE MARKET. BACKPACKS WILL GROW PHENOMENALLY IN THE COMING YEARS AS THEY COMBINE CONVENIENCE WITH FASHION. INTERESTINGLY, IT IS NOT JUST THE YOUTH, BUT A WHOLE SECTION OF SOCIETY THAT'S GOING FOR THEM. ESTIMATED AT RS. 600 CRORE, THE BACKPACK MARKET IS REGISTERING A GROWTH OF 30 PERCENT EVERY YEAR.
- 12. MARKET AND COMPETITIVE ANALYSIS • REVENUE IN THE BAGS & ACCESSORIES SEGMENT AMOUNTS TO US$428M IN 2018. • REVENUE IS EXPECTED TO SHOW AN ANNUAL GROWTH RATE (CAGR 2018-2022) OF 23.1%, RESULTING IN A MARKET VOLUME OF US$984M BY 2022. • USER PENETRATION IS 13.3% IN 2018 AND IS EXPECTED TO HIT 19.8% BY 2022. • THE AVERAGE REVENUE PER USER (ARPU) CURRENTLY AMOUNTS TO US$2.37. • COMPETITORS – PUMA, WILDCRAFT, QUECHUA, SAFARI
- 13. • CASUAL BAGS ARE PRIMARILY FOR DAILY USE, AND INCLUDE DIFFERENT TYPES OF BACKPACKS, FEMALE AND MALE SHOULDER BAGS, SCHOOL BAGS AND DUFFEL BAGS. THEIR COLOR, SIZE, STYLE AND MATERIAL VARY. • • BUSINESS BAGS ARE PRIMARILY FOR BUSINESS USE. SPECIAL CHARACTERISTICS OF A BUSINESS BAG INCLUDE CONVENIENCE FOR CARRYING A LAPTOP AND DOCUMENTS, AND THESE BAGS OFTEN COME IN THE FORM OF ROLLING MOBILE OFFICE, BRIEFCASE OR COMPUTER BAGS • DEMAND FOR CASUAL BAGS INCREASED BY 5.0% IN 2017 TO US$16.2 BILLION(2), PRIMARILY DUE TO THE RISING DEMAND FOR BACKPACKING ACTIVITIES AND SPORTS WHILE TRAVELING, WEARING CASUAL ATTIRE WHILE TRAVELING AND CONSUMERS’ INTEREST IN FITNESS AND INCREASED FREQUENCY OF EXERCISE. • BACKPACK PRODUCTS THAT ARE EASY TO CARRY, LIGHTWEIGHT, AND MADE FROM HIGH-DENSITY POLYESTER AND ULTRA-STRONG FIBERGLASS FRAMES ARE ALSO EXPECTED TO LEAD TO GREATER CONSUMER INTEREST. • THIS STATISTIC SHOWS THE BACKPACK MARKET VALUE WORLDWIDE FROM 2017 UNTIL 2022. BY 2022, THE SALES OF BACKPACKS IS EXPECTED TO REACH A GLOBAL MARKET SIZE OF APPROXIMATELY US$19.6 BILLION, OR A
- 14. Source: © Statista 2018 Backpack market value forecast worldwide from 2017 until 2022 (in billion U.S. dollars)*
- 15. PRODUCT CATEGORIES, CLASSES AND SUB-CLASSES WITHIN THE LINES Bags College Bags Laptop Bags Gym/Duffle Bags Sling Bags
- 16. AESTHETIC CRITERIA Product Range Size Colour College Bags 20 Litre Black Red Grey Blue Brown Cream Laptop Bags 25 Litre 30 Litre Black Blue Brown Grey Cream Gym/Duffle Bags Standard size Black Blue Brown Red Grey Sling Bags Standard size Black Blue Brown Red Cream
- 17. Bags School bags size-20L black blue Grey brown Red cream Laptop Bags size-25L black blue brown Grey size-30L black blue brown grey Gym/ Duffle standard size black blue brown Red Grey sling bags standard size black blue brown cream Red
- 18. DISTRIBUTION PLAN • REGION- WESTERN REGION • CITIES- MUMBAI, PUNE, SURAT, NAGPUR • RETAILERS- BIG BAZAAR, D-MART • WILL BE SELLING TO THE RETAILERS AT 20% DISCOUNT.
- 19. 20L BACKPACK
- 20. DUFFLE BAG
- 21. 25L/30L BACKPACK
- 22. SLING BAGS