Download - New product launch planing
By Zala RajendraBy Zala RajendraMo:9723495597Mo:9723495597E-mail:[email protected]:[email protected]
Business NameBusiness Name Impresso Footwear Pvt. LtdImpresso Footwear Pvt. Ltd
Brand NameBrand Name :- “Impresso”
ProductsProducts Sports ShoesSports Shoes
Company Objectives Creating brand image
Providing Better & Standard quality product
Capture a good market Share
Sustainable growth
Profit making
Social responsibility work
Company Mission
Impresso’s mission is ‘To providing Stronger, Standard and Flexible sports shoes to every sports related people in the world.’
Our mission statement is intentionally broad and outward looking, focussing on the needs of athletes.
Needs The consumer needs are Comfortable & Flexible
shoes for sports activity & Walking Low price, better quality of sports shoes The maximum Grip and Durability
Wants Branded Shoes (Branding of high level), Life
Style, Top Sporting Personalities, Status Symbol, Standard, Popularity
Light weight, Support, Stability, Breathability, Fitting
Target Market Sports Shoes Industry in Ahmedabad Sports Organization in Ahmedabad Sports Club in Ahmedabad
Market Segment All Upper Class, Upper Middle Class & Middle
Class in Ahmedabad This segment are Regular & Heavy user of the
sports shoes Athlete & Sports related people in Ahmedabad
Positioning The Impresso brand attitude “Just keep
your shoes on…”
“Success in your hand” this massage is use in Advertising & Promotion
Power, Energy Ruggedness, Stronger and Standard
‘To bring inspiration, Creativity and innovation’.
Points-of-Difference (PODs) Impresso- Performance
Value Proposit ion A Shoes that provides the Stronger, Standard
and Comfortable of an Impresso sports shoes
Marketing Strategy STP- Segmentation, Targeting, and Positioning
Tactical Marketing Plan of Impresso Product Features Promotion Pricing Sales Channels Service
Strategic Marketing Plan of Impresso The Target Markets The Value Proposition
The Central Role of Strategic Planning
Understanding Customer value Creating Customer value Delivering Customer value Capturing Customer value Sustaining Customer value
Marketing systems The order-to-payment cycle Sales information systems Databases, Data Warehousing & Data
Mining
The Marketing Intell igence system Train and motivate the sales force to spot and
report new developments Network externally Set up a customer advisory panel Take advantage of government data resources Purchase information from outside suppliers Use online customer feedback systems to
collect competitive intelligence
ProductProductProduct Variety (Sports Shoes)Product Colour 100% White Red & White Red, Blue & White Blue & White 100% Black White & Black
DesignDesign
Cricket shoes
Normal Sports shoes
Walking shoes
Look (All new fashion & Style available)
Sizes No:- 7, 7.5, 8, 8.5, 9, 9.5, 10, 10.5, 11
Weight Cricket shoes (Normal Weight) Normal Sports shoes (Normal Weight) Walking shoes (Light Weight)
Services
Warranties 6 Month (against manufacturing defects only)
Market Availabil i ty Company`s shops in Five areas at Ahmedabad &
All Variety are available in any time. (8:00am to 11:00 pm)
Free Home Delivery:- with in 2 Days
Credit Card System
Trained Managers, sales man and Staff
High standard for service delivery time
Operate a knowledgeable and friendly customer service department that can answer questions, handle complaints, and resolve problems in a satisfactory and timely manner
Toll-free numbers
Services strategies will help building image in the perception of the customer.
Product mix length Sports shoes
Product mix Width or Bredth Cricket shoes Normal Sports shoes Walking shoes
Product mix depth (no. of Variety) Size, Colour, Look, Design
Quality & Benefits
Energy-returning boost midsole Perfect blend of style and utmost comfort for your
feet The techfit technology, flexible non-leather upper
and mesh lining ensures support and stability The maximum grip and durability The perforations on the mesh upper will keep
your feet sweat free
The mesh lining and a mesh collar keep your feet at utmost comfort
The lace-up design further adds to the overall appeal of running shoes
The rubber sole make running shoes durable and ensure perfect grip for your feet
Light weight Material shoes used
The non marking rubber outsole promises great grip on all the surfaces
The dynamic and flexible midsole offers natural and unrestricted movement
Installment 0% interest rate Installment schem by Credit
card System (purchase up to Rs. 5000 & selected Bank Only)
Discount Discount on high unit purchase if 5 pair of shoes
are purchased in span of 1 year then customer will get 40% to 50% off on their 6th one when they will buy.
Price Range
The upper of these lace-up running shoes are made of non-leather material and the lining is made of mesh. The sole is made of rubber. These shoes have ForMotion
Adidas, Black Running Shoes Rs. 8099
Nike Men Black Sports Shoes Rs. 7,295
Impresso Black Sports Shoes Rs. 6,999
Energy-returning boost midsole Perfect blend of style and utmost comfort for your
feet. The techfit technology, flexible non-leather upper
and mesh lining ensures support and stability. Maximum grip and durability.
Adidas, Red Sports Shoes Rs. 10,999
Nike Men Red Sports Shoes Rs. 9,799
Impresso White Sports Shoes Rs. 9,099
The mesh lining and a mesh collar keep your feet at utmost comfort
The lace-up design further adds to the overall appeal of these running shoes
The rubber sole make these running shoes durable and ensure perfect grip for your feet
Adidas, Black Sports Shoes Rs. 6749
Nike Men White Sports Shoes Rs. 6,795
Impresso White White Sports Shoes Rs. 5,999
Designed to offer a balance between support and stability
These lace-ups feature a synthetic upper with vents for ventilation
EVA lasting midsole Pair makes it highly durable Utmost comfort and a soft feel is possible
Adidas, White Sports Shoes Rs. 5,699
Nike Men White Sports Shoes Rs. 5,995
Impresso White White Sports Shoes Rs. 4,799
Coverage Five company`s Showroom in Ahmedabad &
They are cover all Ahmedabad
Transportation Factory to shops by mini truck (Two mini trucks) Home Delivery by bike (Five bikes)
LocationAnand Nagar, Ahmedabad (Head
office) Area: 1800 SqFeet Unfurnished Monthly Rent: Rs.1,29,600 Rate: 72 per SqFeet
Iscon Mega Mall, S G Highway, Ahmedabad
Area: 800 SqFeet Monthly Rent: Rs.65,600 Rate: 82 per SqFeet Unfurnished
Satell i te Rd, Satell i te, Ahmedabad Area: 800 SqFeet Unfurnished Monthly Rent: Rs.68,000 Rate: 85 per SqFeet
CG Road area, Ahmedabad Area: 800 SqFeet Unfurnished Monthly Rent: Rs.84,000 Rate: 105 per SqFeet
Maninagar, Ahmedabad Area: 800 SqFeet Unfurnished Monthly Rent: Rs.65,600 Rate: 82 per SqFeet
Factory in Industrial area at Ahmedabad)
Distribution ChannelsConsumer MarketZero level channel (Direct marketing channel) Catalog Showroom Manufacturer-owned stores &
Supermarket Mail order Telemarketing Internet selling Web-sitesBusiness Market Sports Club Sports Organization Sports school
PromotionBrand Ambassador Ravindra Jadeja (Cricketer) All rounder No. 1 in the world Success & Strong Power & Energy Gujarati
Sales promotionObjectives To Introduce a new product To keep customers satisfied To attract new customers To explain customers to try & buy certain
product To have good competitive position To increase effective Advertising To increase product, brand, company name
Three levels Sales promotion method or tools
Consumer level Sales promotion Gift articles like; Socks, Dairy, T-shirt, Calendar Coupons (Per three Month) Warranty Seasonal Discount like; monsoon session, 15 th
Aug, Dipawali Mega offers. Installment payment scheme Free Exhibition Free Home Delivery
Sales man level Sales promotion Training to staff Credit facility for gift on excess sale Parties & meeting Free Insurance Free tour or visit to some places Festival gift & Bonus Extra commission Special allowances Participation in looking sales policy Uniform sales man
Publicity Newspaper Reports Achievement Participation sports Events (khel maha kumbh
on Dec. to Jan. by Gujarat govt.) Social significance Social networking sites like Face book, twitter
etc. Word-of-mouth publicity period of the brand`s
introduction
Personnel Sell ing
Objective Two way Communications Personnel Attention Supports other promotional tools Immediate Feed back Individual Services Customers confidence Improving Image
AdvertisingPrint mediaNews paper Ahmedabad Mirror, Time of India, DNA,
Economic times, Gujarat Samachar, Divya Bhaskar, Sandesh, etc
Page of Advertisement on Ahmedabad Mirror
Page 3, Page 5, Front Page
Time of Advertisement on Ahmedabad Mirror
Every Fri, Sat & Sun Oct., Nov., Dec., Jan., Feb., Mar., Apr.
Rate of Advertisement on Ahmedabad Mirror ((Riyo Advertising Agency )Ahmedabad Mirror Display + Page 3 Loading
Min Size: 4cm X 5cm
Color Rs 245
2 DAY BEFORE
Ahmedabad Mirror Display + Page 5 Loading
Min Size: 4cm X 5cm
Color Rs 215
2 DAY BEFORE
Ahmedabad Mirror Front Page Display
Min Size: 4cm X 5cm
Color Rs 300
2 DAY BEFORE
Ahmedabad Mirror Back Page Display
Min Size: 4cm X 5cm
Color Rs 245
2 DAY BEFORE
Outdoor MediasHoardingsAdvertisement agencies Chitra Publicity Co., Selsites Outdoor Advertising,
Krishna Communication, etc. Hoarding strength is in communicating simple
ideas quickly.
Rate of Hoarding A Hoarding`s rate of ten feet by twenty feet in
Ahmedabad range between Rs8,000 to Rs15,000 per month.
Pleas of Hoarding
New West Zone Thaltej to Iscon Circle on SG Highway West Zone University Road and NavrangpuraCentral Zone Lal Darwaja- Shahibaugh railway under bridgeSouth Zone Kankaria football ground and Paldi
Pleas of Banner & Display BoardCinema Big Cinemas, Cine Pride, Cinemax, Cinepolis
(Alphaone Mall), City Gold, City Pulse, PVR (Acropolis Mall), Wide Angle (SG Highway)
Shopping Mall Himalaya Mall Iscon Mega Mall Star Bazaar Big Bazaar Reliance Fresh D Mart
Sports club
college
Yoga club
Bike show room
Public pleas river fund
Bus Panels BRTS
Wall-painting
Internet Advertising Web-sitesSocial Networking sites Face Book, Twitter
On line selling sites yebhi.com, jabong.com, myntra.com
Segmentation
Why Ahmedabad ? Growing middle class and the young population Organizing major sporting events The government and private sector focus on this
sector Growing health and fitness awareness, brand
awareness Growing people focus in sports activity
Geographic Bases Segmentation
Region :- Regional
City of Metro 7th Largest metropolitan area of India
Density Urban, sub urban
Total population 63,52,254 urban/metropolitan (33,48,264 males
& 30,03,990 Females)
Demographic Bases SegmentationAge Level 589076 total children (0-6)
Life-cycle stage In 2012, The Times of India chose Ahmedabad
as the best city to live in India
Sex/Gender The sex ratio of Ahmedabad city is 897 per 1000
males. Child sex ratio of girls is 853 per 1000 boys.
Income Gujarat`s per Capita income Rs. 63,961 shows
16.80% rise (10 march, 2011)
The RBI ranked Ahmedabad as the eighth largest deposit centre & seventh largest credit centre nationawide as of June 2012
GDP of Ahmedabad was estimated at 59$ billion in 2010
Education Total Literates in Ahmedabad city are 44,64,303 of
which 24,59,823 are males while 20,04,480 are females
Avg. literacy rate of Ahmedabad city is 89.62% of which male literacy was 93.96% & female literacy was 84.81%
Buying Motive The Ahmedabad consumer is very economically &
Statistical.
Occupation The city is traditionally and industrial city & also
noted for its trade and commerce. Ahmedabad, being a centre for commerce has
traditionally had a large population of traders. Belonging to Vaishnav Hinduism & Jainism
Government Municipal corporation & BJP Government of
Gujarat
Sychographic Bases SegmentationSocial Status The majority of residents of Ahmedabad are
native Gujarati & speak Gujarati Large populations of Hindus, Muslims and Jains
and these cultures are preeminent in the city, with their religious festivals and cuisine dominating the city's culture.
83% Hindu 2.5% Jain 13.8% Muslim 0.72% Christian
Behaviour Bases SegmentationUser Status Ahmedabad people are user product of
branded, top sporting personalities & Standard, Low price, better quality
Cricket is popular game in Ahmedabad 25% to 30% only useing Sport product &
Shoes
Strategies of Market Segmentation Single Segment concentration Product is One(Sports Shoes), segment is
one(Ahmedabad) Selects only higher income segment Minimize the risk from competitors
M m1 m2 m3
p1
p2
p2
Introduction
Growth MaturityDecline
Sales
PLC (Time)
Low Sales High cost per customer Profits- Negative Competitors- Few
Marketing Objectives Create product awareness
Strategies Advertising- Build product awareness among
early adopters Sales Promotion- Use heavy Sales promotion
Marketing Strategies For Introduction Stage Promotion
Price
Market is larger Major part of market is not aware of the product More possibility of competition
High Low
High SkimmingStrategy
Skimmingstrategy
Low Penetration strategy
Penetration strategy
Competit ionCompetit ion
Nike
Adidas
Puma
Reebok
Indian footwear market Rs 19,900 crore and growth rate of 8-10 per cent
Men’s segment accounts for 59 per cent and women’s segment contributes 41 per cent
Urban India contribute 70 per cent to the overall footwear market in FY 2011
Exclusive-brand outlets account for over 50 per cent of the footwear market followed by multi-brand outlets at 28 per cent
The preference for branded products is on the rise with a growing consumer preference to shop from organised retail locations like malls/large format stores
About 37.8 percent of Footwear retail is the organized segment
The average spend on the footwear by urban consumers is Rs 240/annum, consumers in rural areas spend just about Rs 100/annum.
The second most organized retail category in India, next only to Watches
The annual domestic consumption of footwear is approximately 1.1 billion pairs per annum, and top 20 cit ies contribute about 450 Mil l ion pairs/annum
India is the second largest footwear manufacturer in the world, next only to China
India Sports market Rs.1393 crore (7%)
Segment wise classif ication of price ranges in the men’s footwear segments:
Segments Price Ranges in Rs % of growth
Mass market 185 – 700 60% (Liberty Bata)
Economy market 700- 1000 30% (Bata Liberty)
Sports market 1000 – 5000 7% (Nike Adidas)
Premium leathers 5000- 10000 5% (Charles and
Keith)
Luxury 10000- 50000 1% (Gucci Louis
Vuitton)
Customer Segments
Retail footwear segment in Indian is very price sensitive
Major part of the demand unorganised
Sector shortfall of 300 million pairs
Branded shoe market only account for 20% of the entire market
International brands largely dominate the higher end of the spectrum
The lower end of the market is dominated by home-grown players as well as unorganised players
Men's footwear is the biggest target category
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