b p lan for kids wear
DESCRIPTION
Proper planning for the kids wear new entrantTRANSCRIPT
TATA CAPITAL MARKETING STRATEGY
PROJECT
A Presentation
TO IDENTIFY THE MARKET FEASIBILITY OF A NEW
KIDSWEAR BRAND
STALWART
S
AGENDA
Introduction Branding & Positioning Distribution Strategies Communication and customer engagement
strategy Merchandising Strategy
COMPETITORS
INTRODUCTION
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
Organized12 %
Unorganized88%
MARKET SIZE AND GROWTH
Technopark Apparel Report, 2009
•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.
25%
35%
40%
Market Share
Kidswear WomenswearMenswear
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
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
MARKET SIZE AND GROWTH
FINDINGS OF THE SURVEYRetailers Survey
AREA OF SURVEY
FC ROAD JM ROAD KOTHRUD KARVE NAGAR
6
2
29
10
CUSTOMER PREFERENCE TO BUY A PARTICULAR BRAND
Affordable Designs which customer wants
Popular brands Fitting
23
16
7
1
BUYING DECISION 0-2 YEARS
mother father child NA
44
20 1
BUYING DECISION 3-8 YEARS
mother father child na
35
64
2
BUYING DECISION 9-12 YEARS
mother father child
79
31
BUYING DECISION 13-16 YEARS
mother father child
3 2
42
WILLINGNESS TO PAY PREMIUM FOR THE BRAND
47%
53%
Yes No
ANY SPECIFIC BRAND DEMANDED BY CUSTOMERS?
Always Sometimes Never Often Others
7
17 17
4
2
FINDINGS OF THE SURVEYCustomer Survey
AGE DISTRIBUTION
<2 3--5 6--8 9--12 13-16
16
31
2826
15
GENDER DISTRIBUTION
47%
53%
FEMALE MALE
BRAND PREFERENCE
Always never Often Sometimes
17 18
32
49
CHOICE OF BRAND
OPEN TO MULTIPLE BRANS
OPEN TO BUYING EITHER BRNDED OR
UNBRANDED
PARTICULAR ABOUT BRAND
BLANK
47
53
14
3
NOT ALL
IMPO
RTANT
SOMEW
HAT IM
PORTA
NT
VERY
IMPO
RTANT
MOST IM
PORTA
NT
BLANK
9
3751
136
PRICE
NOT ALL
IMPO
RTANT
SOMEW
HAT IM
PORTA
NT
VERY
IMPO
RTANT
MOST IM
PORTA
NT
BLANK
013
68
35
0
LOOK, STYLE, FEEL
NOT ALL
IMPO
RTANT
SOMEW
HAT IM
PORTA
NT
VERY
IMPO
RTANT
MOST IM
PORTA
NT
BLANK
26
4532
103
AVAILABILITY AT YOUR FAVORITE STORE
32
51
25
4 4
PRESUURE FROM CHILD
BRANDING & POSITIONING
Celebrate the joy of being young…
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.
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.
TAGLINE
Celebrate the joy of being young…
We give young ones reason to celebrate. Making it joyful through an amazing shopping
experience.
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)
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.
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.
Low
Low HighMedium
High
Medium
QU
ALI
TY
PRICE
Mushrooms
POSITIONING MAP
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”.
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.
UNIQUE SELLING PROPOSITION
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
BENETTON
1-12 Years Rs 999- Rs 3999 Premium segment
WEEKENDER 2-12 Years Rs 349- Rs 1799 Middle and Premium
segment
PRICING STRATEGIESBRAND PRODUCT RANGE PRICE RANGE PRODUCT CLASS SIZES AVAILABLE
MUSHROOMS
Girls
Tops 249-999 Regular, occasional, party
wear
XS/S/M/L/XL/XXL
Skirts 249-999 Regular, occasional, party
wear
XS/S/M/L/XL/XXL
Frocks 249-999 Regular, occasional, party
wear
XS/S/M/L/XL/XXL
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
Boys
T-Shirts 249-699 Regular, Occasional XS/S/M/L/XL/XXL
Shirts 249-999 Regular, occasional, party
wear
XS/S/M/L/XL/XXL
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
DISTRIBUTION STRATEGIES
EXCLUSIVE BRAND OUTLETS (EBO)
Mushroom distributers, our subsidiary manages all our EBO.
S. No. Zone No. Of EBO’s
1 North 2
2 South 3
3 West 3
4 East 2
5 Central 1
Total 11
MULTI BRAND OUTLETS (MBO)
MBO are stores that house apparels from multiple brands.
S. No. Zone No. Of
Distributors
No. Of MBO’s
1 North 2 6
2 South 3 9
3 West 3 6
4 East 2 4
5 Central 1 2
Total 10 27
SHOP-IN-SHOPS (SIS)
These stores are located in large format stores
S. No. Zone No. Of SIS’s
1 North 8
2 South 12
3 West 12
4 East 8
5 Central 4
Total 44
OVERALL
We also intend to Open more EBO’s and Factory second Outlets.
North South West East Central Total
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
TARGET CITIES
North Delhi NCR Chandigarh
East Kolkata Bhubaneswar
Central Indore
South Bangalore Chennai Hyderabad
West Mumbai , Pune Ahmadabad.
WarehouseNasikBhubaneswa
rLudhianaChennai
Procurement CentreLudhianaCoimbatore
NETWORK
Procurement Centre
Warehouse
Target Cities
CHANNEL PROMOTIONAL SCHEME EBO - Sales Person Promotions
Earning per months
Value Achievement
100-120%120%> &&
<150%>150%
Fixed :9000
Commision:50 INR per
500 INR Sale
Fixed : 2500
Commision:7
5 INR per
500 INR Sale
Fixed :3000
Commision:125 INR per 500
INR Sale
MBO/SIS Promotion
MERCHANDISING STRATEGY
Merchandise Procurement
Type of Buying
• Centralized
Types of Sources
• Regional
Source Selection
• First time supplier• Small order to see performance – evaluation – bulk
order
Mushrooms Girl’s Wear
Mushrooms Boy’s Wear
Mushrooms Accessories
MODEL STOCK PLAN
COMMUNICATION & CUSTOMER ENGAGEMENT STRATEGY
ADVERTISING MESSAGE - APPEAL
Objective: Break through the clutter
Wide Range of colors/designs
Customization based on need/choice
ADVERTISING MESSAGE VALUE PROPOSITION STATEMENT
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.
Emotional Benefits• Excitement• Joy• Happiness• Aesthetic
Pleasure
Rational Benefits• Value For
Money• High Quality
CREATING BUZZ – MARKETING CAMPAIGN
Teaser Campaign
Humannequins
SMS Campaign
MEDIA PLAN
MediaPrint
Hoardings
TV
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
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
AhmedabadAhmedabad
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
ChandigarhChandigarh
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
PRINT MEDIA
HOARDINGS & TV
Hoardings 5 hoardings in 10 cities for a month
Cost per hoarding = Rs 1,00,000
Total Cost = Rs 10,00,000
TV60 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
IN STORE DISPLAYS/VISUAL MERCHANDIZING
EBOs Graffiti on walls Trial Rooms in shape of a
mushroom Day Care Centre
Monkey climb Mini swing Sloping ladder Set of Mini Games
• MBOs/SHOP IN SHOPS– Hangers to be
made in shape of different animals, boys and girls
– Posters for kids– Mascot at the
entrance
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
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
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
Questions
THANK YOU
BY – TEAM STALWARTS