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B p lan for kids wear

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Proper planning for the kids wear new entrant

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B p lan for kids wear

  1. 1. TATA CAPITAL MARKETING STRATEGY PROJECT TO IDENTIFY THE MARKET FEASIBILITY OF A NEW KIDSWEAR BRAND STALWARTSA Presentation
  2. 2. AGENDA Introduction Branding & Positioning Distribution Strategies Communication and customer engagement strategy Merchandising Strategy
  3. 3. COMPETITORS
  4. 4. INTRODUCTION
  5. 5. INDUSTRY OVERVIEW Market for kids apparel is the fastest growing industry in the india ~ 17% in 2009 Top ten global markets - US$131.5billion A huge volume of kids apparel in India is being dominated by local and unorganized players. Kids Organized Unorganized 12 % 88%
  6. 6. MARKET SIZE AND GROWTH •The volume of market share of kids apparels in the total apparel market is at 24.9%, as against a 15% share in 2005 •Urban kids apparel market comprises about 60% of the total kidswear market. •30% of the country’s population is below 15 years of age. Market Share Kidswear Womenswear Menswear 25% 40% 35%Technopark Apparel Report, 2009
  7. 7. MARKET SIZE AND GROWTH Total kidswear market in India is currently valued at approximately Rs 38,000 This segment, which is split into „kidswear‟ and school uniforms‟ is expected to reach Rs 58,000 crore by 2014 Industry players further predict that the market is set to grow by 12% annually and reach its peak by 2012 Technopark Apparel Report, 2009
  8. 8. MARKET SIZE AND GROWTH The average annual expenditure on kidswear is approximately Rs. 3, 857. Cotton is the most preferred material due to its non- allergic, comfortable, and easy caring virtuesFibre2Fashion Apparel Report, 2009
  9. 9. FINDINGS OF THE SURVEYRetailers Survey
  10. 10. AREA OF SURVEY 29 10 6 2FC ROAD JM ROAD KOTHRUD KARVE NAGAR
  11. 11. CUSTOMER PREFERENCE TO BUY A PARTICULAR BRAND 23 16 7 1 Affordable Designs which Popular brands Fitting customer wants
  12. 12. BUYING DECISION 0-2 YEARS 44 2 1 0mother father child NA
  13. 13. BUYING DECISION 3-8 YEARS 35 6 4 2mother father child na
  14. 14. BUYING DECISION 9-12 YEARS 31 9 7mother father child
  15. 15. BUYING DECISION 13-16 YEARS 42 3 2mother father child
  16. 16. WILLINGNESS TO PAY PREMIUM FOR THE BRAND Yes No 47% 53%
  17. 17. ANY SPECIFIC BRAND DEMANDED BYCUSTOMERS? 17 17 7 4 2Always Sometimes Never Often Others
  18. 18. FINDINGS OF THE SURVEYCustomer Survey
  19. 19. AGE DISTRIBUTION 31 28 2616 15<2 3--5 6--8 9--12 13-16
  20. 20. GENDER DISTRIBUTION FEMALE MALE 47%53%
  21. 21. BRAND PREFERENCE 49 32 17 18Always never Often Sometimes
  22. 22. CHOICE OF BRAND 53 47 14 3OPEN TO MULTIPLE OPEN TO BUYING PARTICULAR ABOUT BLANK BRANS EITHER BRNDED OR BRAND UNBRANDED
  23. 23. PRICE LOOK, STYLE, FEEL 51 68 37 35 13 9 13 6 0 0 NOT ALL SOMEWHAT VERY MOST BLANK NOT ALL SOMEWHAT VERY MOST BLANKIMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT AVAILABILITY AT YOUR PRESUURE FROM CHILD FAVORITE STORE 45 51 32 26 32 25 10 3 4 4 NOT ALL SOMEWHAT VERY MOST BLANK NOT ALL SOMEWHAT VERY MOST BLANKIMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT
  24. 24. BRANDING & POSITIONING
  25. 25. Celebrate the joy of being young…
  26. 26. BRANDING AND POSITIONING Represent people of all shapes and sizes in the world. Tender and soft. Grow everywhere or so it seems and are very adaptable. Spring up everywhere overnight that is grow and spread very fast.
  27. 27.  LOGO Blue conveys importance and confidence. Blue is also seen as trustworthy, dependable and committed. Brown says stability, reliability, and approachability. It is the color of our earth and is associated with all things natural or organic.
  28. 28. TAGLINECelebrate the joy of being young… We give young ones reason to celebrate. Making it joyful through an amazing shopping experience.
  29. 29. KIDSWEAR MARKET SEGMENTATION:The market for kids wear is classified as follows:  Infants (0 - 6 months)  Toddlers (7 months - 2 years)  Kids (3 - 8 Years)  Pre-teens (9 - 12 Years)  Teens (13-19 years)
  30. 30. TARGET MARKET SEGMENT Geographic:  East, West, North and South starting from Pune Demographic:  Age: 3-14 years  Gender: Male and Female. Psychographic:  SEC: B/ C comprising of middle class and upper middle class. Behavioural:  People who are trendy, fashionable, wants best and latest in kids wear but price sensitive.
  31. 31. POSITIONING STATEMENTWe position our self as a mid market and mass market kids wear brand for the customers who seek value for money in every purchase they make that is a high benefit to cost ratio.We provide a ladder to those people who are eager to switch from lower segment to medium segment products of superior quality but at affordable price range.
  32. 32. POSITIONING MAP High MushroomsQUALITY Medium Low Low Medium High PRICE
  33. 33. UNIQUE SELLING PROPOSITION Our garments maintain shape and colour after multiple washes. AZO free finish for environment friendliness. We try to make our quality services and products available to everyone who desire to experience the privilege.  Accessories  “Mushrooms My space”.
  34. 34. UNIQUE SELLING PROPOSITION Our store and collection concept gels well with the modernistic “cheerful, trendy, independent, creative, colorful children characters”. We diligently select the designs that determine the world trends in line with the needs and demands of ages 3-14. For best occasions or a day of creative play, we let parents and children fluently create the perfect outfit for any style, any reason at affordable prices.
  35. 35. COMPETITOR ANALYSISCOMPETITOR BRAND TARGET GROUP PRICE RANGE POSITIONINGSHOPPERS STOP 0-16 years Rs 299- Rs 5000 Middle and premium segmentLILLIPUT 0-11 Years Rs 349- Rs 1799 Middle and premium segmentRUFF KIDS 4-16 Years Rs 600 onwards Premium segmentZAPP (RAYMONDS) 0-11 Years Rs 299- Rs 1399 Middle and premium segmentCATMOSS 0-16 Years Rs 345 onwards Middle and premium segmentGINI & JONY 0-16 Years Rs 600- Rs 2500+ Premium segmentUNITED COLOURS OF 1-12 Years Rs 999- Rs 3999 Premium segmentBENETTONWEEKENDER 2-12 Years Rs 349- Rs 1799 Middle and Premium segment
  36. 36. PRICING STRATEGIESBRAND PRODUCT RANGE PRICE RANGE PRODUCT CLASS SIZES AVAILABLEMUSHROOMS Tops 249-999 Regular, occasional, party XS/S/M/L/XL/XXLGirls wear Skirts 249-999 Regular, occasional, party XS/S/M/L/XL/XXL wear Frocks 249-999 Regular, occasional, party XS/S/M/L/XL/XXL wear Capris 299-799 Regular XS/S/M/L/XL/XXL Cotton Trousers 349-799 Regular S/M/L/XL/XXL Denim Jeans 699-999 Denims S/M/L/XL/XXLMUSHROOMS T-Shirts 249-699 Regular, Occasional XS/S/M/L/XL/XXLBoys Shirts 249-999 Regular, occasional, party XS/S/M/L/XL/XXL wear Cotton trousers 499-799 Regular S/M/L/XL/XXL Denim jeans 699-999 Denims S/M/L/XL/XXL Capris 299-799 Regular XS/S/M/L/XL/XXL
  37. 37. DISTRIBUTION STRATEGIES
  38. 38. EXCLUSIVE BRAND OUTLETS (EBO)  Mushroom distributers, our subsidiary manages all our EBO.1 North 22 South 33 West 34 East 25 Central 1Total 11
  39. 39. MULTI BRAND OUTLETS (MBO)  MBO are stores that house apparels from multiple brands.1 North 2 62 South 3 93 West 3 64 East 2 45 Central 1 2Total 10 27
  40. 40. SHOP-IN-SHOPS (SIS)  These stores are located in large format stores1 North 82 South 123 West 124 East 85 Central 4Total 44
  41. 41. OVERALL  We also intend to Open more EBO‟s and Factory second Outlets.EBO‟s 2 3 3 2 1 11MBO‟s 6 9 6 4 2 27SIS‟s 8 12 12 8 4 44Total 16 24 21 14 7 82
  42. 42. TARGET CITIES North  South  Delhi NCR  Bangalore  Chandigarh  Chennai East  Hyderabad  Kolkata  West  Bhubaneswar  Mumbai , Central  Pune  Indore  Ahmadabad.
  43. 43.  Warehouse  Procurement Centre  Nasik  Ludhiana  Bhubaneswar  Coimbatore  Ludhiana  Chennai
  44. 44. NETWORK Procurement Centre Target Cities Warehouse
  45. 45. CHANNEL PROMOTIONAL SCHEME EBO - Sales Person Promotions Value Achievement 120%> && 100-120% >150% <150%Earning per months Fixed : 2500 Fixed :9000 Fixed :3000 Commision:7 Commision:50 INR per Commision:125 INR per 500 5 INR per 500 INR Sale INR Sale 500 INR Sale
  46. 46.  MBO/SIS Promotion
  47. 47. MERCHANDISING STRATEGY
  48. 48. Merchandise ProcurementType of Buying• CentralizedTypes of Sources• RegionalSource Selection• First time supplier• Small order to see performance – evaluation – bulk order
  49. 49. Mushrooms Girl‟s Wear
  50. 50. Mushrooms Boy‟s Wear
  51. 51. MushroomsAccessories
  52. 52. MODEL STOCK PLAN
  53. 53. COMMUNICATION & CUSTOMERENGAGEMENT STRATEGY
  54. 54. ADVERTISING MESSAGE - APPEAL Objective: Break through the clutter Wide Range of colors/designs Customization based on need/choice
  55. 55. ADVERTISING MESSAGEVALUE PROPOSITION STATEMENT Emotional Benefits Rational • Excitement Benefits • Joy • Value For • Happiness Money • Aesthetic • High Quality Pleasure Our brand aims to infuse a sense of excitement and touch the hearts of children between 3 and 14 years of age by providing high quality apparels at a reasonable price.
  56. 56. CREATING BUZZ – MARKETING CAMPAIGN Teaser Campaign Humannequins SMS Campaign
  57. 57. MEDIA PLAN Media Print Hoardings TV
  58. 58. PRINT MEDIA First Week & Second Week Market Edition Ad type W H Size Rate Cost Mumbai Mumbai Times Page 2/half 32.9 25 823 619 509437 DELHI Delhi Times Page 2/half 32.9 25 823 477 392571 Bangalore Bangalore Times Page 2/half 32.9 25 823 428 352244 Pune Pune Times Page 2/half 32.9 25 823 430 353890 Ahmedabad Ahmedabad Times Page 2/half 32.9 25 823 60 49380 Nashik Nashik Times Page 2/half 32.9 25 823 39 32097 Nagpur Nagpur Times Page 2/half 32.9 25 823 55 45265 Chandigarh Chandigarh Times Page 2/half 32.9 25 823 30 24690 BhubaneshwarBhubaneshwar Times Page 2/half 32.9 25 823 27 22221 Chennai Chennai Times Page 2/half 32.9 25 823 100 82300 Total 1864095
  59. 59. PRINT MEDIA Third Week & Fourth Week Market Edition Ad type W H Size Rate Cost Mumbai Mumbai Times Page 2/half 32.9 25 410 619 253790 DELHI Delhi Times Page 2/half 32.9 25 410 477 195570 Bangalore Bangalore Times Page 2/half 32.9 25 410 428 175480 Pune Pune Times Page 2/half 32.9 25 410 430 176300 Ahmedabad Ahmedabad Times Page 2/half 32.9 25 410 60 24600 Nashik Nashik Times Page 2/half 32.9 25 410 39 15990 Nagpur Nagpur Times Page 2/half 32.9 25 410 55 22550 Chandigarh Chandigarh Times Page 2/half 32.9 25 410 30 12300 BhubaneshwarBhubaneshwar Times Page 2/half 32.9 25 410 27 11070 Chennai Chennai Times Page 2/half 32.9 25 410 100 41000 Total 928650
  60. 60. HOARDINGS & TVHoardings5 hoardings in 10 cities for a monthCost per hoarding = Rs 1,00,000Total Cost = Rs 10,00,000TV60 Spots of 10 seconds for a monthSaregama Lil’ Champs, Boogie Woogie & CartoonChannelsCost per Spot : Rs 3,00,000Estimated Cost: Rs 18,00,000
  61. 61. IN STORE DISPLAYS/VISUAL MERCHANDIZING EBOs • MBOs/SHOP IN  Graffiti on walls SHOPS  Trial Rooms in shape of a mushroom – Hangers to be  Day Care Centre made in shape  Monkey climb of different  Mini swing animals, boys  Sloping ladder and girls  Set of Mini Games – Posters for kids – Mascot at the entrance
  62. 62. VISUAL MERCHANDIZING Attractive Window display In store Communication 4 Way Racks/ Shelf Display Child Mannequins  Toys, fancy colors, stylish wardrobe  Colors and lights to be used of different kinds
  63. 63. DIRECT & TARGET MARKETING STRATEGY Partnerships with Nurseries, Primary and Secondary Schools for events Partnering with Reality shows for kids Channels  Cartoon Network  Nickelodeon  Pogo  Disney
  64. 64. CRM INITIATIVES Kids of the Week Contest  Photo of kid to be put on the website  Gift hamper for kid User friendly Website  Cool Zone for kids  Contests  Grievances/Suggestions Customer Information Database  New schemes & offers  Birthday Wishes Loyalty Programs  Cool Membership Card  Point based program

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