Kl Mktg Presentation Sales Folder

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Kl Mktg Presentation Sales Folder

  1. 1. LUXOTTICA MAINSTREAM DIFFUSION BRAND
  2. 2. The name KL has: existing brand equity as Killerloop KL has: trade likability KL is: Luxottica registered trade mark
  3. 3. Brand Objective 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. Luxury Brands Premium Fashion Brands Premium Fashion Core Sport Brands Brands Brands Mainstream Diffusion
  4. 4. What is Killer Loop now? KL World
  5. 5. What is Killer Loop now? •Follow new and trendy showman • TRENDS and woman •Follow the latest acts at discs and night cliubs •MP3 • HIGH TECH •Digital camera •Internet •Like watching football match but • SPORT WORLD not particularly play it •Follow Formula 1 racing.
  6. 6. Brand Positioning Positioning Statement 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 energetic lifestyles. Brand Character 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
  7. 7. Brand Positioning A DIFFUSION FASHION /LIFESTYLE BRAND - Self-Expression: fashion, up-to-date, cool - Emotional: modern, trendy, appealing - Functional: design, quality, competitive price
  8. 8. Target Target Market YOUNG AND ACTIVE PEOPLE, VERY LIVELY, WELL INFORMED AND ALIGNED WITH THE LATEST TENDENCIES - Gender: Unisex - Primary target: 18-35 years Psychological profile: 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
  9. 9. Marketing mix PRODUCT ONE SHOT COLLECTION “EVERYFACE COLLECTION” Fresh collections at frequent intervals PROMOTION DISTRIBUTION • POS VISIBILITY New Mainstream ENLARGED • LOCAL TESTIMONIAL Diffusion Brand DISTRIBUTION PRICE MIDDLE HIGH PRICE POSITIONING
  10. 10. Marketing Mix: Product COLLECTION 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)
  11. 11. Marketing Mix: Promotion Goal: Global brand in the mainstream diffusion segment but perceived local in India. Global creative concept featuring local strong testimonials LOCAL TESTIMONIAL • Coherent with brand value: fresh, young, “on the wave” • With a strong local target awareness
  12. 12. KUNAL KAPOOR • 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 women breathless….
  13. 13. VJ MIA • 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.
  14. 14. Marketing Mix: POS materials GOAL: ENLARGED DISTRIBUTION & HIGH POS VISIBILITY • Trade marketing as main focus in the first year • Consumer focus will follow COUNTER CARDS DISPLAY TOWER TAILOR MADE VISUALS “EASY TO MANAGE” CATALOGUE CONSUMER PROMOTIONS

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