TATA CAPITAL
MARKETING STRATEGY
PROJECT
TO IDENTIFY THE MARKET
FEASIBILITY OF A NEW
KIDSWEAR BRAND
A Presentation
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.
KidsOrganized
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 countrys population is below 15 years of age.
Market Share
Kidswear
Menswear
40%
Womenswear
25%
35%
Technopark Apparel Report, 2009
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
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,
FINDINGS OF THE SURVEY
Retailers Survey
AREA OF SURVEY
29
10
6
2
FC ROAD
JM ROAD
KOTHRUD
KARVE NAGAR
CUSTOMER PREFERENCE TO BUY A
PARTICULAR BRAND
23
16
7
1
BUYING DECISION 0-2 YEARS
44
2
mother
father
1
child
0
NA
BUYING DECISION 3-8 YEARS
35
mother
father
4
child
2
na
BUYING DECISION 9-12 YEARS
31
mother
father
child
BUYING DECISION 13-16 YEARS
42
mother
father
child
WILLINGNESS TO PAY PREMIUM FOR
THE BRAND
Yes
53%
No
47%
ANY SPECIFIC BRAND
DEMANDED BY CUSTOMERS?
17
17
7
4
2
Always
Sometimes
Never
Often
Others
FINDINGS OF THE SURVEY
Customer Survey
AGE DISTRIBUTION
31
28
26
16
<2
15
3--5
6--8
9--12
13-16
GENDER DISTRIBUTION
FEMALE
53%
MALE
47%
BRAND PREFERENCE
49
32
17
18
Always
never
Often
Sometimes
CHOICE OF BRAND
47
53
14
PRICE
37
LOOK, STYLE, FEEL
51
68
13
35
13
6
0
AVAILABILITY AT YOUR FAVORITE STORE
45
26
PRESUURE FROM CHILD
51
32
10
32
25
4
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.
POSITIONING MAP
QUALITY
High
Mushrooms
Medium
Low
Low
Medium
PRICE
High
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.
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.
COMPETITOR ANALYSIS
COMPETITOR BRAND TARGET GROUP
PRICE RANGE
POSITIONING
SHOPPERS STOP
Rs 299- Rs 5000
Middle
0-16 years
and
premium
and
premium
segment
LILLIPUT
0-11 Years
Rs 349- Rs 1799
Middle
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
UNITED COLOURS OF 1-12 Years
Rs 600- Rs 2500+
Premium segment
Rs 999- Rs 3999
Premium segment
Rs 349- Rs 1799
Middle
BENETTON
WEEKENDER
2-12 Years
segment
and
Premium
PRICING STRATEGIES
BRAND
PRODUCT
MUSHROOMS
RANGE
Tops
PRICE RANGE
SIZES AVAILABLE
249-999
Regular, occasional, party
XS/S/M/L/XL/XXL
249-999
wear
Regular, occasional, party
XS/S/M/L/XL/XXL
249-999
wear
Regular, occasional, party
XS/S/M/L/XL/XXL
Capris
299-799
wear
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
T-Shirts
249-699
Regular, Occasional
XS/S/M/L/XL/XXL
Shirts
249-999
Regular, occasional, party
XS/S/M/L/XL/XXL
Cotton trousers
499-799
wear
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
Girls
Skirts
Frocks
MUSHROOMS
PRODUCT CLASS
Boys
DISTRIBUTION
STRATEGIES
EXCLUSIVE BRAND OUTLETS (EBO)
Mushroom distributers, our subsidiary manages
all our EBO.
S. No.
Zone
No. Of EBOs
North
South
West
East
Central
Total
11
MULTI BRAND OUTLETS (MBO)
MBO are stores that house apparels from
multiple brands.
S. No.
Zone
No. Of
No. Of MBOs
Distributors
1
North
South
West
East
Central
10
27
Total
SHOP-IN-SHOPS (SIS)
These stores are located in large format stores
S. No.
Zone
No. Of SISs
North
South
12
West
12
East
Central
Total
44
OVERALL
We also intend to Open more EBOs and Factory
second Outlets.
North
South
West
East
Central Total
EBOs
11
MBOs
27
SISs
12
12
44
Total
16
24
21
14
82
TARGET CITIES
North
Delhi
NCR
Chandigarh
East
Kolkata
Bhubaneswar
Central
Indore
South
Bangalore
Chennai
Hyderabad
West
Mumbai ,
Pune
Ahmadabad.
Warehouse
Nasik
Bhubaneswar
Ludhiana
Chennai
Procurement Centre
Ludhiana
Coimbatore
NETWORK
Procurement Centre
Target Cities
Warehouse
CHANNEL PROMOTIONAL
SCHEME
EBO - Sales Person Promotions
100-120%
Earning per months
Fixed :9000
Commision:50 INR per
500 INR Sale
Value Achievement
120%> &&
<150%
Fixed : 2500
Commision:7
5 INR per
500 INR Sale
>150%
Fixed :3000
Commision:125 INR per 500
INR Sale
MBO/SIS Promotion
MERCHANDISING
STRATEGY
Type of Buying
Types of Sources
Source Selection
COMMUNICATION &
CUSTOMER ENGAGEMENT
STRATEGY
ADVERTISING MESSAGE - APPEAL
Objective: Break through the clutter
ADVERTISING MESSAGE
VALUE PROPOSITION STATEMENT
Rational Benefits
High Quality
Value For Money
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.
CREATING BUZZ MARKETING
CAMPAIGN
Teaser Campaign
MEDIA PLAN
Hoardings
Print
TV
PRINT MEDIA
First Week & Second Week
Market
Edition
Ad type
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
PRINT MEDIA
Third Week & Fourth Week
Market
Edition
Ad type
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
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
&
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
