launching fashionable khadi: sworgonic
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LaunchingLaunching
SworgonicSworgonic
Done by:Done by:
Amrita BeriAmrita Beri
Ove
rvie
wO
verv
iew
About The Company
About The Company Client Brief
Client Brief Research Research Product Analysis
Product AnalysisConsumer Analysis
Consumer AnalysisCompetitors Analysis
Competitors Analysis
StrategyStrategy Creative
Creative ExecutionExecution Conclusion
Conclusion
About
About
The C
om
pany
The C
om
pany
You Desire,
You Desire,
We Idealize.
We Idealize.
You Dream,
You Dream,
We Do.We Do.
GreenGreenLUST is dedicated to providing
LUST is dedicated to providing
our clients with a top-notch
our clients with a top-notch
service where they desire and we
service where they desire and we
fulfill. The vision of
fulfill. The vision of GreenGreenLUST is LUST is
to provide results-oriented, out of
to provide results-oriented, out of
the box solutions to their
the box solutions to their
Advertising, PR and Marketing
Advertising, PR and Marketing
needs.needs.
Clie
nt
Bri
ef
Clie
nt
Bri
ef
Launch Khadi As A
Launch Khadi As A
Couture Fabric
Couture Fabric
ResearchResearchStrategy
StrategyCreativeCreativeExecution
Execution
ResearchResearch
Product
Analysis:
Haute
Coutu
re Haute
couture is
Haute couture is
French for "high sewing"
French for "high sewing"
or "high dress making"
or "high dress making"
or "high fashion“.
or "high fashion“.
Creation of exclusive
Creation of exclusive
custom made & fitted
custom made & fitted
clothes. clothes.
Usually made from
Usually made from
high-quality, expensive
high-quality, expensive
fabric and sewn with
fabric and sewn with
extreme attention to
extreme attention to
detail and finished by
detail and finished by
the most experienced
the most experienced
and
capable
and
capable
seamstresses.
seamstresses.
Product
Analy
sis:
Product
Analy
sis:
H
isto
ry o
f H
isto
ry o
f K
hadi F
abri
cs
Khadi F
abri
cs
The term Khadi or Khaddar
The term Khadi or Khaddar
means cotton.
means cotton. Indian handspun and hand-
Indian handspun and hand-
woven cloth of cotton, silk, or
woven cloth of cotton, silk, or
wool, which are spun into
wool, which are spun into
threads on a spinning wheel
threads on a spinning wheel
called a charkha.
called a charkha. It is a whole movement
It is a whole movement
started by
Mohandas
started by
Mohandas
Karamchand Gandhi in the
Karamchand Gandhi in the
1920s.1920s. It was an integral part of the
It was an integral part of the
Swadeshi movement.
Swadeshi movement.
Product
Product
Analysis: Typ
es
Analysis: Typ
es
Of
Of
Khadi Fa
brics
Khadi Fa
brics
The different types of Khadi
The different types of Khadi
fabrics are as follows:
fabrics are as follows:
Product
Analy
sis:
Product
Analy
sis:
About
The B
rand
About
The B
rand Personality:
Personality:According to the Brand
According to the Brand
Personality Scale,
Personality Scale, SworgonicSworgonic
falls under SOPHISTICATION.
falls under SOPHISTICATION.
Positioning:Positioning:
Sophisticated
Sophisticated comfortable fashionable
comfortable fashionable
everyday couture wear for
everyday couture wear for
people who want to get
people who want to get
addicted.addicted.
Product
Analy
sis:
Product
Analy
sis:
About
The B
rand
About
The B
rand
The respected Sabyasachi
The respected Sabyasachi
Mukherjee is designing the
Mukherjee is designing the
clothes for clothes for Sworgonic
Sworgonic’s’s
launch. launch.
Product
Product
Analysis:
Analysis:
Colle
ction
Colle
ction
Product
Analy
sis:
Product
Analy
sis:
Form
al W
ear
Form
al W
ear
Product
Product
Analysis:
Analysis:
Form
al W
ear
Form
al W
ear
Product
Analy
sis:
Product
Analy
sis:
Eth
nic
Wear
Eth
nic
Wear
Product
Product
Analysis:
Analysis:
Eth
nic W
ear
Eth
nic W
ear
Product
Analy
sis:
Product
Analy
sis:
Casu
al W
ear
Casu
al W
ear
Product
Product
Analysis:
Analysis:
Casu
al W
ear
Casu
al W
ear
Product
Analy
sis:
Product
Analy
sis:
Part
y W
ear
Part
y W
ear
Product
Product
Analysis:
Analysis:
Party W
ear
Party W
ear
Product
Analy
sis:
Product
Analy
sis:
Exo
tic
Wear
Exo
tic
Wear
Product
Product
Analysis:
Analysis:
Exo
tic Wear
Exo
tic Wear
Product
Analy
sis:
Product
Analy
sis:
Kid
s W
ear
Kid
s W
ear
Product
Product
Analysis:
Analysis:
Kid
s Wear
Kid
s Wear
Product
Analy
sis:
Product
Analy
sis:
Weddin
g W
ear
Weddin
g W
ear
Product
Product
Analysis:
Analysis:
Weddin
g W
ear
Weddin
g W
ear
Product
Analy
sis:
Product
Analy
sis:
Acc
ess
ori
es
Acc
ess
ori
es
Product
Product
Analysis:
Analysis:
Acce
ssorie
sA
ccesso
ries
Product
Analy
sis:
Product
Analy
sis:
Featu
res
&
Featu
res
&
Benefits
Benefits FeaturesFeatures BenefitsBenefits
Organic fabric Organic fabric with organic dyewith organic dye
Skin – friendly,Skin – friendly,Non – irritableNon – irritable
Eco - friendlyEco - friendly Bio – degradableBio – degradable
All season wearAll season wear Primarily made Primarily made with cottonwith cotton
Light materialLight material ComfortableComfortable
Clean crisp Clean crisp fabricfabric
Looks Looks sophisticatedsophisticated
Consu
mer
Consu
mer
Analysis:
Analysis:
The Ta
rget
The Ta
rget
Audie
nce
Audie
nce
SegmentatioSegmentationn
Target AudienceTarget Audience
DemographicalDemographical
Male / FemaleMale / Female All age groupsAll age groups Upper Middle Upper Middle
Class & Upper Class & Upper ClassClass
Lives in big cities Lives in big cities & towns& towns
Capacity to buy Capacity to buy pricey productspricey products
PsychologicalPsychological
Interested in Interested in fashionfashion
Wants to look Wants to look good dailygood daily
Seeking new Seeking new trendstrends
Loyal to Indian Loyal to Indian productsproducts
Sentimental Sentimental comfort zonecomfort zone
Consu
mer
Consu
mer
Analy
sis:
Analy
sis:
Media
Habit
s
Media
Habit
s
TelevisionTelevision Radio
Radio Print AdsPrint Ads Direct Marketing
Direct Marketing Hoardings
Hoardings MallsMalls Fashion Houses
Fashion Houses Digital Marketing
Digital Marketing Viral Marketing
Viral Marketing Word – of – mouth
Word – of – mouth Road – shows
Road – shows
StrategyStrategy
Stra
tegizin
g:
Stra
tegizin
g:
Message Strategy:
Message Strategy:
Invoking hype among the target
Invoking hype among the target
audience and introducing them to a
audience and introducing them to a
brand new level of comfort, warmth
brand new level of comfort, warmth
and joy.and joy.
Media Strategy:
Media Strategy:
Overriding their senses from all
Overriding their senses from all
possible media sources.
possible media sources.
Copy Platform:
Copy Platform:
Introducing Khadi in a very different
Introducing Khadi in a very different
avatar for all kinds of seasons, for all
avatar for all kinds of seasons, for all
kinds of people, for all kinds of trends.
kinds of people, for all kinds of trends.
IMC
IM
C
(Inte
gra
ted
(Inte
gra
ted
Mark
eti
ng
Mark
eti
ng
Com
munic
ati
ons)
Com
munic
ati
ons)
Pre – E
vent
Pre – E
vent
Prom
otio
nal
Prom
otio
nal
Activitie
s A
ctivities
TelevisionTelevision
RadioRadio
Print Ads: Newspapers,
Print Ads: Newspapers,
Magazines, Hoardings
Magazines, Hoardings
Direct Marketing
Direct Marketing
Mall Activation
Mall Activation
Fashion Houses
Fashion Houses
Digital Marketing
Digital Marketing
Viral Marketing
Viral Marketing
Word – of – mouth
Word – of – mouth
Road – shows
Road – shows
Bus Branding
Bus Branding
Traffic Signal Mono – Act
Traffic Signal Mono – Act
Cam
paig
nC
am
paig
n
In Line With PR Activities:
In Line With PR Activities:
Road Shows
Road Shows Co-branding Activity: Lakme
Co-branding Activity: Lakme
Fashion Week
Fashion Week 1 Television Advertisement
1 Television Advertisement
1 Radio Advertisement / Jingle
1 Radio Advertisement / Jingle
3 Print Advertisements
3 Print Advertisements
3 Advertisement Campaigns
3 Advertisement Campaigns
3 Outdoor Advertisements
3 Outdoor Advertisements
Website / Internet Promotions
Website / Internet Promotions
CreativeCreative
Tele
vision
Tele
vision
Com
mercia
l
Com
mercia
l
DescriptionDescription VideoVideo AudioAudio
Scene 1: Scene 1: A very neat A very neat girl’s bedroom.girl’s bedroom.
The girl sitting on The girl sitting on the bed.the bed.
Frame 1: Frame 1: PanningPanningFrame 2: Frame 2: Stops on Stops on face & zooms outface & zooms out
Light Light music music
playing playing
Scene 2: Scene 2: Suddenly Suddenly the girl gets up & the girl gets up & starts looking for starts looking for
something.something.In the process, starts In the process, starts
throwing things throwing things around.around.
Frame 1: Frame 1: Follow Follow shotshot
Frame 2: Frame 2: Over the Over the shoulder shotshoulder shot
Tempo Tempo rises as rises as
she she keeps keeps
lookinglooking
Scene 3: Scene 3: She runs She runs over to the cupboard over to the cupboard & starts pulling out & starts pulling out
things. things.
Frame 1: Frame 1: Follow Follow shotshot
Frame 2:Frame 2: Close up Close up of messof mess
Tempo Tempo keeps keeps risingrising
Scene 4: Scene 4: The girl The girl picks up a scarf from picks up a scarf from
the mess.the mess.Then she smells it.Then she smells it.
Frame 1: Frame 1: Follows Follows shot of handshot of hand
Frame 2:Frame 2: Close up Close up
Tempo Tempo slows slows downdown
Scene 5: Scene 5: She smiles She smiles peacefully .peacefully .
Frame 1: Frame 1: Zooms inZooms inFrame 2:Frame 2: Zooms Zooms
outout
Creepy Creepy musicmusic
Scene 6: Scene 6: Introduction Introduction of the brand.of the brand.
Frame 1:Frame 1: Shows Shows the logo / namethe logo / name
PlayfulPlayfulmusicmusic
Radio
Radio
Adve
rtis
em
ent
Adve
rtis
em
ent
Questions related to Khadi
Questions related to Khadi
material & Sabyasachi
material & Sabyasachi
Mukherjee will be asked on
Mukherjee will be asked on
air.air. The contest will be aired
The contest will be aired
between the 7:00am to
between the 7:00am to
11:00am & 5:00pm to
11:00am & 5:00pm to
9:00pm.9:00pm. The winners of the contest
The winners of the contest
will be rewarded with
will be rewarded with
couple passes for the
couple passes for the
Lakme Fashion Week.
Lakme Fashion Week.
Adve
rtisem
ent
Adve
rtisem
ent 11Get High On Fashion
WithKhadi Couture Dresses
For more details, visit:www.sworgonic.com
Prin
tPr
int
Adve
rtis
em
ent
2
Adve
rtis
em
ent
2
Get High On FashionWith
Khadi Couture Dresses
For more details, visit:
www.sworgonic.com
Adve
rtisem
ent
Adve
rtisem
ent 33
Get High On FashionWith
Kama Sutra Couture Bras
For more details, visit:www.sworgonic.com
Outd
oor
Outd
oor
Adve
rtisem
ent
Adve
rtisem
ent 11
FASHION SO ADDICTIVE
THAT YOU NEVERWANNA TAKE
THEM OFF!
Visit www.sworgonic.comfor more information.
Outd
oor
Outd
oor
Adve
rtis
em
ent
2
Adve
rtis
em
ent
2
Websi
teW
ebsi
te
ExecutionExecution
Eve
nt Flo
w:
Eve
nt Flo
w:
The Pre
ss The Pre
ss
Rele
ase
Rele
ase
TimeTime DetailsDetails
14301430 The Journalists / Press are invited to The Journalists / Press are invited to the venue & served refreshments.the venue & served refreshments.
15001500 The press release meeting begins.The press release meeting begins.
15051505The CEO of the company talks about The CEO of the company talks about the Brand, Product, USPs and the the Brand, Product, USPs and the Future of the Company.Future of the Company.
15301530
The Brand Ambassador / Show The Brand Ambassador / Show Stopper – Priyanka Chopra launches Stopper – Priyanka Chopra launches the product in front of the the product in front of the Journalists / Press.Journalists / Press.
15401540Q&A Session between the Press and Q&A Session between the Press and Company for half an hour till 1610 Company for half an hour till 1610 hours.hours.
16151615Tea and snacks are served while the Tea and snacks are served while the press gets a chance to check out press gets a chance to check out the collection personally.the collection personally.
17001700 The Press Release comes to an end.The Press Release comes to an end.
Eve
nt
Flow
:Eve
nt
Flow
:The L
aunch
The L
aunch
TimeTime DetailsDetails
19001900The MC introduces the basics of The MC introduces the basics of Khadi, Theme Khadi, Company – Khadi, Theme Khadi, Company – Sworgonic.Sworgonic.
19151915 A basic khadi themed round starts. A basic khadi themed round starts. Everything is simple.Everything is simple.
19251925The MC introduces the CEO, the CEO The MC introduces the CEO, the CEO speaks bout his company, USP, speaks bout his company, USP, Khadi, Trend setting, etc.Khadi, Trend setting, etc.
19451945The Fashion show starts displaying The Fashion show starts displaying all the different ranges that all the different ranges that Sworgonic carries.Sworgonic carries.
20102010Co-branding is introduced. Co-branding is introduced. Sabyasachi's Collection of Khadi Sabyasachi's Collection of Khadi wear is introduced.wear is introduced.
20252025
Brand Ambassador / Show Stopper – Brand Ambassador / Show Stopper – Priyanka Chopra wears a khadi Priyanka Chopra wears a khadi saree – designed by Sworgonic & saree – designed by Sworgonic & Sabyasachi.Sabyasachi.
20302030The show ends and F&B are served. The show ends and F&B are served. Personal interviews with Celebrities Personal interviews with Celebrities & Company people.& Company people.
ConclusionConclusion
Conclu
din
gC
onclu
din
g
Outlet launches
Outlet launches
Promotional activities
Promotional activities
Corporate events
Corporate events
Sponsorship
Sponsorship
Discounts & Offers
Discounts & Offers
New launches
New launches
Thank
You!!
Thank
You!! Done by:
Done by:
Amrita BeriAmrita Beri
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