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Promotional strategy for Idee sunglasses
1.
2.
3. IDEE as a Brand
Headquarters at Kolkata, Parent company
Ronak Optik India
Available at leading multibrand outlets
Available at 60 cities from North to South
Close to 360 stores in Mumbai, 100 stores in
Delhi(approx)
4. Fastrack- The Competitor
Present in 21 states, own franchisee stores
Also present in multibrand outlets
A strong brand presence as a trendy brand
Also sells watches, bags, belts
Heavy spending inTVCs
5. Redefining the image
STYLE as a selling point
Create a strong community of “Eye Stylists”
Use of “Augmented Reality” as a touchpoint
with the customer
Print ads featuring celebs in order to increase
the brand mileage
6. Media
Print Media
Social Media –A brand page STYLE UR EYES
Digital Media- Augmented reality banner ads
redirecting to the website
13. Measurement
Print Media ads attached with coupons
Different toll free extensions for digital, print
ads
SMS alerts
Banner ads to generate site traffic