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Marketing strategy for new product launch
This document provides an overview of the company Caminar and its new product Flateel. Some key points: - Caminar was established in 2015 and produces the shoe Flateel, which allows the wearer to have both flat and heel functionality in one shoe. - The document outlines the problem Flateel solves, its target customers as professionals and college students, and proposes a positioning statement emphasizing its dual comfort. - Marketing strategies are proposed, including distribution channels, integrated marketing communications with various advertising approaches, and a 1.5 lac rupee budget focused on brand awareness. - Finally, market analysis is provided on the size and growth of the Indian footwear industry, with
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Introduction of Caminar, a company established in November 2015 with a trendy shoe product called FLATEEL.
Highlights the issue of needing to carry two different types of footwear (flats and heels) and introduces the solution.
Introduces 'FLATEEL', a combination of flats and heels emphasizing fashion, comfort, and convenience.
Use of the PESTEL analysis to assess external factors impacting the product including political, economic, and social factors.
Outlines segmentation, targeting, and positioning strategies for the product targeting professionals and college girls.
Details strengths, weaknesses, opportunities, and threats for FLATEEL including competition and market potential.
Analysis of market competition, buyer power, and supplier power indicating moderate to high threats and competitive dynamics.
Describes how FLATEEL combines features of flats and heels into one stylish product emphasizing duality.
Explains the pricing strategy focusing on penetration pricing aimed at students and workers, ensuring affordability.
Details distribution channels from producer to consumer highlighting the conventional approach.
Discusses packaging which is simple and transparent and a comprehensive promotion mix including various media.
Details marketing budget for a fashion event aimed at brand awareness and engagement with potential customers.
Tools used for integrated marketing communication through print and social media platforms.
Details in creating a new brand strategy focusing on branding touchpoints like logo and name.
Comprehensive budget for manufacturing, advertising, and total costs associated with product launch.
Insights on the Indian footwear market size, growth links to rising income, and consumption patterns.
Plans for product adjustments and repositioning in case of market failure.
Acknowledges the team members involved in the presentation.
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Marketing strategy for new product launch
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- 2. COMPANY PROFILE COMPANY NAME: Caminar ESTABLISH ON : NOV 2015 PRODUCT : FLATEEL TAG LINE : WALK WITH STYLE LOGO :
- 3. Flats Heels This iswhat the PROBLEM is? Carrying two different WEARS at a time
- 4. Do not worry Solutionis here
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- 6. • Fashionable • eLegent •clAssy • flaT cum heel • Easy to carry AdjustablE ComfortabLe
- 7. POLITICAL ECONOMIC SOCIAL TECHNOLOGI CAL LEGALENVIRONMENT AL INFLATION RECESSION SKILL LEVEL OF WORKFORCE TAXATION TO PARTICUAR PRODUCT GOVERNMENT INTERVENTION DISPOSABLE INCOME OF BUYERS CHANGE IN CONSUMER PREFERENCE ADVERTISING & PUBLICITY BRAND IMAGE LIFESTYLE TRENDS CLASS STRUCTURE RESEARCH FUNDING ADVANCEMENT & INNOVATION IN TECHNOLOGY COMPETING TECHNOLOGY DEVELOPMENT INFORMATION & COMMUNICATION CONSUMER’S REACTION GEOGRAPHICAL LOCATION GOVERNMENT POLICIES POLITICAL STABILITY INCREASE OR DECREASE IN TAX PRODUCT REGULATION LICENSING REGULATION RELATED TO INDUSTRY INTRODUCTION OF STRICTER CUSTOM & TRADE REGULATION PESTEL
- 8. STP ANALYSIS SEGMENTATION TARGETINGPOSITIONING
- 9. Segmentation Table Business coolBusiness Practical 67/baby bloomers Senior grey Young family Young cool Age 35-45 35-50 45-65 65+ 30-45 15-24 Sex F F F F F F Income High High Med/High Low Med Med Comfort & quality High Mid/High Mid Mid/high High High Party lovers High High Low Low Med/High High Price sensitivity Low Low/mid Mid High Mid Low/high heel usage High High Low Low mid high Relative segment size 30% 20% 5% 5% 10% 30% PROFESSIONAL MASS MARKET
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- 11. POSITIONING STATEMENT “We OfferDUAL classiness of wearing FLATS & HEELS in ONE
- 12. Trendy Less trendy High incomfort Less in comfort
- 13. STRENGTH • dual comfort •fashionable elegance • unique product • value Weakness • young company • limited distribution • brand awareness OPPORTUNITY • Trendsetters • No competition for short period of time • expansion THREAT • No barriers of entry • covering cost • failure
- 14. Bargaining power Of BUYERS Potential New ENTRANT Substitute PRODUCT Intra-IndustryRivalry (Bata, Cat walk, Tanya heath Paris) THREAT -MODERATE Bargaining Power of SUPPLIERS LOW THREAT- HIGH HIGH POTER FIVE FORCES MODEL
- 15. Bargaining power Of BUYERS Potential New ENTRANT Substitute PRODUCT Intra-IndustryRivalry (Bata, Cat walk, Tanya heath Paris) THREAT -MODERATE Bargaining Power of SUPPLIERS LOW THREAT- HIGH HIGH POTER FIVE FORCES MODEL
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- 17. Works Similar as normal heels & flats POINTOF PARITY POINT OF DIFFERENCE Offering heels & flats in Single PRODUCT
- 18. P R I C E • Company’s pricingobjective is to cater those girls/women who are either studying or working • We will use penetration pricing in order to gain the market share quickly. • 6 Months warranty.
- 19. DISTRIBUTION PRICE LIST FACTORY COST FACTORY MARGIN DISTY PRICE DISTY MARGIN DISTY MARGIN% DEALER PRICE DEALER MARGIN DEALER MARGIN % RRP/M RP INR INR INR INR % INR INR % INR FLATEE L 960 41% 1338.60 7 70.453 5% 1409.06 89.94 6% 1499
- 20. P L AC E
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- 22. PACKAGING • Simple &transparent • PP material is environment friendly
- 23. PUBLIC RELATION SALES PROMOTION PERSONAL SELLING ADVERTISING DISCOUNT • T.V $ RADIO •PRINT AD • ONLINE • COUPONS • OUT OF MEDIA • SPONSOR EVENT Promotion Mix
- 24. BUDGET - 1.5LAC Place- Delhi Name - fresh face ? Mission – BRAND AWARENESS Event - Fashion Show
- 25. FASHION EVENT BY FLATEEL FRESH FACE WINNERwill get a chance to be the part of Our COMMERCIAL AD FRESH FACE
- 26. PRINT MEDIA (NEWS PAPER)SOCIAL MEDIA (FACEBOOK) TOOLS INTEGRATED MARKETING COMMUNICATION
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- 28. BRANDINg STrATEGY BRAND ASSESMENT:NEW TO EVERY ONE BRAND touchpoints : LOGO, NAME BRAND STRATEGY : BI+ASSOCIATION
- 29. BUDGET MANUFACTURING (PER PIECE)ADVERTISING SPONSORS TOTAL Raw Material 500 Online 0 Events 200000 Labour 100 Print 100000 Campaign 170000 Production expenses 360 Commercials 350000 Total 960 Out of home media 200000 FOR 500 PAIR 480000 Total 650000 Total 370000 1500000
- 30. MARKETANALYSIS MARKETANALYSIS In valueterms, Indian footwear sector is estimated at Rs. 50,000 crore which includes domestic market of Rs. 32,000 crore and export market of Rs. 18,000 crore SOURCE: ICRA Research Service • INDUSTRY SIZE: Size of Indian domestic footwear industry is estimated to be worth 20- 25000 corers source : ET Retail • TRENDS: India’s annual footwear consumption of 2.1 billion pair is the third largest globally after China and USA and has recorded a healthy growth over the past decade driven by rise in income levels, higher disposable income, growing fashion consciousness and increasing discretionary spending
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- 32. CONTIGENCY PLAN In Casethe product “FAILS ” in the market • Will Do some alteration • Reposition our product
- 33. SUBMITTED BY-: DEEPSHIKHA GUPTA SACHINCHAUDHARY HANSIKA NEHA KUMARI SAKSHI SHIKHAWAT SHWETA PARIK