KL has: existing brand equity as Killerloop
KL has: trade likability
KL is: Luxottica registered trade mark
To build a Mainstream Diffusion BRAND in India playing in a still middle-high
segment in which Luxottica today is not present. There are no International
players present in this segment which has huge volumes.
Premium Fashion Brands
Fashion Core Sport
Brands Brands Brands
What is Killer Loop now?
•Follow new and trendy showman
• TRENDS and woman
•Follow the latest acts at discs and
• HIGH TECH •Digital camera
•Like watching football match but
• SPORT WORLD not particularly play it
•Follow Formula 1 racing.
KL Eyewear is an innovative brand of high quality street
eyewear designed for a metropolitan use and built for fashion. More
than just trendy designs, KL is built tough to withstand today’s
Cool, sometimes irreverent, hip and informed
Confident enough not to take itself to seriously
Speaks to young, trendy consumers in their own language
Possesses an attitude toward an active lifestyle
Forward thinking and trendsetting
YOUNG AND ACTIVE PEOPLE, VERY LIVELY, WELL INFORMED AND ALIGNED
WITH THE LATEST TENDENCIES
- Gender: Unisex
- Primary target: 18-35 years
Live the metropolitan culture
He/she distinguishes her/himself from the crowd a citizen of the world, well informed, curious and
with an active lifestyle
Is aware of new trends, but refuse extreme trends
Enjoy music, new experiences, sport, but sport is not his life reason
ONE SHOT COLLECTION
Fresh collections at frequent
• POS VISIBILITY New Mainstream
• LOCAL TESTIMONIAL Diffusion Brand DISTRIBUTION
MIDDLE HIGH PRICE
Marketing Mix: Product
Collection would be a One Shot collection:
Fashion, Sport , Classic
Frequent updates, always fresh styles to the market.
Optical ( 13 styles – 39 skus) and Sun (13 styles – 39 skus)
Marketing Mix: Promotion
Goal: Global brand in the mainstream diffusion
segment but perceived local in India.
Global creative concept featuring local strong testimonials
• Coherent with brand value: fresh, young, “on the wave”
• With a strong local target awareness
• Kunal Kapoor is one of India’s brightest young stars.
• Known for his quick-wit, charismatic personality and
ravishing good looks.
• Today he stands matured as a brilliant young actors
with chiseled features that leaves an entire nation of
• Started off modeling for the Kingfisher calendar and went on
to becoming a MTV VJ hosting Airtel Saturday shuffle.
• Confident and one of the hottest VJ’s in town, has a passion
for modeling. Thinks she has the right attitude that helps her
connect with her viewers.
• Loves being a VJ. Thinks it’s hip, interactive, unpredictable
and sexy. Believes she brings sex appeal to the channel.
Marketing Mix: POS materials
GOAL: ENLARGED DISTRIBUTION & HIGH POS VISIBILITY
• Trade marketing as main focus in the first year
• Consumer focus will follow
TAILOR MADE VISUALS
“EASY TO MANAGE” CATALOGUE