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. 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. 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. 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 virtues
Fibre2Fashion Apparel Report, 2009
22. CHOICE OF BRAND
53
47
14
3
OPEN TO MULTIPLE OPEN TO BUYING PARTICULAR ABOUT BLANK
BRANS EITHER BRNDED OR BRAND
UNBRANDED
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 BLANK
IMPORTANT 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 BLANK
IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT
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. 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. TAGLINE
Celebrate the joy of being young…
We give young ones reason to celebrate.
Making it joyful through an amazing shopping
experience.
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. POSITIONING STATEMENT
We 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. POSITIONING MAP
High
Mushrooms
QUALITY
Medium
Low
Low Medium High
PRICE
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. 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.
36. COMPETITOR ANALYSIS
COMPETITOR BRAND TARGET GROUP PRICE RANGE POSITIONING
SHOPPERS STOP 0-16 years Rs 299- Rs 5000 Middle and premium
segment
LILLIPUT 0-11 Years Rs 349- Rs 1799 Middle and premium
segment
RUFF KIDS 4-16 Years Rs 600 onwards Premium segment
ZAPP (RAYMONDS) 0-11 Years Rs 299- Rs 1399 Middle and premium
segment
CATMOSS 0-16 Years Rs 345 onwards Middle and premium
segment
GINI & JONY 0-16 Years Rs 600- Rs 2500+ Premium segment
UNITED COLOURS OF 1-12 Years Rs 999- Rs 3999 Premium segment
BENETTON
WEEKENDER 2-12 Years Rs 349- Rs 1799 Middle and Premium
segment
37. PRICING STRATEGIES
BRAND PRODUCT RANGE PRICE RANGE PRODUCT CLASS SIZES AVAILABLE
MUSHROOMS Tops 249-999 Regular, occasional, party XS/S/M/L/XL/XXL
Girls 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/XXL
MUSHROOMS T-Shirts 249-699 Regular, Occasional XS/S/M/L/XL/XXL
Boys
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
39. EXCLUSIVE BRAND OUTLETS (EBO)
Mushroom distributers, our subsidiary manages all
our EBO.
1 North 2
2 South 3
3 West 3
4 East 2
5 Central 1
Total 11
40. MULTI BRAND OUTLETS (MBO)
MBO are stores that house apparels from multiple
brands.
1 North 2 6
2 South 3 9
3 West 3 6
4 East 2 4
5 Central 1 2
Total 10 27
41. SHOP-IN-SHOPS (SIS)
These stores are located in large format stores
1 North 8
2 South 12
3 West 12
4 East 8
5 Central 4
Total 44
42. OVERALL
We also intend to Open more EBO‟s and Factory
second Outlets.
EBO‟s 2 3 3 2 1 11
MBO‟s 6 9 6 4 2 27
SIS‟s 8 12 12 8 4 44
Total 16 24 21 14 7 82
43. TARGET CITIES
North South
Delhi NCR Bangalore
Chandigarh Chennai
East Hyderabad
Kolkata
West
Bhubaneswar
Mumbai ,
Central
Pune
Indore
Ahmadabad.
44. Warehouse Procurement Centre
Nasik Ludhiana
Bhubaneswar Coimbatore
Ludhiana
Chennai
45. NETWORK
Procurement Centre
Target Cities
Warehouse
46. 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
49. Merchandise
Procurement
Type of Buying
• Centralized
Types of Sources
• Regional
Source Selection
• First time supplier
• Small order to see performance – evaluation – bulk
order
55. ADVERTISING MESSAGE - APPEAL
Objective: Break
through the clutter
Wide Range of
colors/designs
Customization based
on need/choice
56. ADVERTISING MESSAGE
VALUE 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.
59. 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
Bhubaneshwar
Bhubaneshwar Times Page 2/half 32.9 25 823 27 22221
Chennai Chennai Times Page 2/half 32.9 25 823 100 82300
Total 1864095
60. 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
Bhubaneshwar
Bhubaneshwar Times Page 2/half 32.9 25 410 27 11070
Chennai Chennai Times Page 2/half 32.9 25 410 100 41000
Total 928650
61. HOARDINGS & TV
Hoardings
5 hoardings in 10 cities for a month
Cost per hoarding = Rs 1,00,000
Total Cost = Rs 10,00,000
TV
60 Spots of 10 seconds for a month
Saregama Lil’ Champs, Boogie Woogie & Cartoon
Channels
Cost per Spot : Rs 3,00,000
Estimated Cost: Rs 18,00,000
62. 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
63. 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
64. 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
65. 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