際際滷

際際滷Share a Scribd company logo

NEW PRODUCT LAUNCH

Download as PPTX, PDF
Asad Hoosain
Asad Hoosain

FLANK OFF is a hypothetical shoe start-up targeting urban youth aged 15-25. It will focus on fashionable and comfortable sneakers and shoes priced at Rs. 899-2599. The marketing strategy involves digital promotions on social media and music/sports websites as well as events collaborations. Physical stores and online shopping will allow access to major cities in India. The brand aims to stand out by offering greener materials, innovative designs like lace-less shoes, and superior comfort.

1 of 22
Downloaded 38 times
FLANK OFF Im foot-abulous Asad Hoosain BITW
OVERVIEW FLANK OFF is a shoe product under a hypothetical start-up.
SWOT STRENGHTS WEAKNESSES OPPORTUNITIES THREATS -Exposure to export markets. -Easy availability of low cost of labour. -Variants. -Comfortable availability of raw materials. -Quality and environment conscious. -Affordable price. -Lack of fresh investment in the sector -Little brand image. -New entrant. -Youth reach. -Growing fashion consciousness globally. -Use of modern technology. -Product diversification. -Exposure to newer markets. -Multiple Brands existing. -Competition. -Entry of multinationals in domestic market. -Fast changing fashion trends. -Market share.
TARGET AUDIENCE Urban (Tier 1 and 2 cities). Youth 15-25 Primarily Male For those who are :- School-goers, Fashionable Newbies in fashion Want to set a new trend(trend-setters) Be a stand-out and be cool
Starting off their career. Who travels around, Likes adventure Party-freak. Into denims,jackets and stylish jeans Mixes up colour . Isnt afraid to experiment. Fantasize and dream big. Middle class and above Achievers & Strivers Ambitious Keep passion for success
7 Ps
PRICE Rs 899- 2599 Low price,High Promotion Rapid Penetration A margin of 10% would be kept for the wholesalers and a margin of 25% would be kept for the retailers.
PLACE Primarily Retail & Online SEO (Google) Targeting Near areas where youth crowd is more likely to be found:- Leading Shopping Outlets Hangouts Bus Stops Lounges and Pubs Posh areas Residential societies
Fashion shows Youth festivals. Cities like Mumbai,Bangalore,Kolkata,Hyderabad,New Delhi,Chandigarh,Ahmedabad,Amritsar High retail only in Metros.
PROMOTION Online targeting Twitter #ashtags Sites where youth visit the most-occupy top spaces of Youtube and also pop- ups of flipkart,yebhi,amazon.in Sports websites like espn,cricbuzz etc. Hoardings near colleges and schools Creative posters and spread-out single coloured ads throughout , BLACK,RED,YELLOW,BLUE,PINK AND GREEN. Road shows and Freebies
Celebrity collaborations Virat Kohli & Anushka Sharma Varun Dhawan,Rannvijay,maybe Poonam Pandey Movie placements. Placement of ads Highest freq.- MOVIE CHANNELS,LEISURE CHANNELS MTV (Shows like Roadies,Splitsvilla etc) V (Mostly all shows) Bindass NDTV GOOD TIMES DISCOVERY TURBO Dancing shows
Conduct design contests and voting system though FB, Twitter. Xbox, Fastrack, Vespa, FM, Micromax, Kwality Walls & Energy drinks(Zinga, Boost,MTN DEW) collaborations. Festival tie-ups. Music shows. Graffiti art Introductory Summer offers. Upcoming IFL Chance of going to FIFA WC
Summer Collection Collaborations with Magazines(Articles, Ads and images) iPOD GEAR Running, Jogging,Marathon events etc. Racks in elevators of malls. Applications in Android,Windows and istore. (Click your shoe and post it on the app and win weekly prizes and feature prize-ticket to FIFA WC) Send out a birthday card with a special coupon on their big day Trade shows and Expos (for providing the comfort and quality proof)
PRODUCT Daily wear Fashion wear Contemporary style Variants of- Sneakers Sports shoes Introduce designer shoes by big designers
PHYSICAL EVIDENCE Engaging to promote the F-G-F. Try-outs. Very comfortable soles. Minimalistic and simple packaging appealing and pleasing the eye. Less use of plastics and paper for packaging purpose. Liability insured (in case)
PROCESS Customer satisfaction oriented. Loyalty cards.
PEOPLE T.A Would keep an advisory board comprising of employees kids and others aged 15-22.
BRAND AWARENESS PERCEIVED QUALITY BRAND LOYALTY BRAND ASSOCIATION -Ads -Freebies -Activisms, NGOs, Marathons -Hoardings -Cool packaging -Establishments -Security check podiums -Contribute to charity -Staff /delivery service - Shops having good ambience & music -Coupons -Vouchers -Game Invites -Tailored promos -Customers Club -Logo -Celebrities -Slogans -Films -Sponsorships -Pdt. placement -Events- Meet n greet
CAMPAIGNS/EVENTS Fusion Fest.(Featuring prospective and fusion rock bands)(Lifestyle party for college goers) Wander Off- Discover Your self. Discover you city (GO to places you have never seen before in your city, click pics with our shoes involved,just that one pair, and you could win a trip to Miami. Inter-College Fashionista F-Off (Display your fashion style and skills and win exclusive packages and goodies along with a date with Virat Kohli or _____) MyDay(Celebrate Youth Day Jan.12 by representing yourself.Offers)
EDGE OVER COMPETITION Can also wear without socks. Made from greener material. Certain models are lace-less. Easily washable. Reduces sweating by 40% Nearly indestructible design (In association with Crocs) Zip type/Pressing button type footwear.
COMPETITORS COMPARISON Major competitors- NIKE CONVERSE & VANS.
NEW PRODUCT LAUNCH

More Related Content

NEW PRODUCT LAUNCH

  • 2. OVERVIEW FLANK OFF is a shoe product under a hypothetical start-up.
  • 3. SWOT STRENGHTS WEAKNESSES OPPORTUNITIES THREATS -Exposure to export markets. -Easy availability of low cost of labour. -Variants. -Comfortable availability of raw materials. -Quality and environment conscious. -Affordable price. -Lack of fresh investment in the sector -Little brand image. -New entrant. -Youth reach. -Growing fashion consciousness globally. -Use of modern technology. -Product diversification. -Exposure to newer markets. -Multiple Brands existing. -Competition. -Entry of multinationals in domestic market. -Fast changing fashion trends. -Market share.
  • 4. TARGET AUDIENCE Urban (Tier 1 and 2 cities). Youth 15-25 Primarily Male For those who are :- School-goers, Fashionable Newbies in fashion Want to set a new trend(trend-setters) Be a stand-out and be cool
  • 5. Starting off their career. Who travels around, Likes adventure Party-freak. Into denims,jackets and stylish jeans Mixes up colour . Isnt afraid to experiment. Fantasize and dream big. Middle class and above Achievers & Strivers Ambitious Keep passion for success
  • 7. PRICE Rs 899- 2599 Low price,High Promotion Rapid Penetration A margin of 10% would be kept for the wholesalers and a margin of 25% would be kept for the retailers.
  • 8. PLACE Primarily Retail & Online SEO (Google) Targeting Near areas where youth crowd is more likely to be found:- Leading Shopping Outlets Hangouts Bus Stops Lounges and Pubs Posh areas Residential societies
  • 9. Fashion shows Youth festivals. Cities like Mumbai,Bangalore,Kolkata,Hyderabad,New Delhi,Chandigarh,Ahmedabad,Amritsar High retail only in Metros.
  • 10. PROMOTION Online targeting Twitter #ashtags Sites where youth visit the most-occupy top spaces of Youtube and also pop- ups of flipkart,yebhi,amazon.in Sports websites like espn,cricbuzz etc. Hoardings near colleges and schools Creative posters and spread-out single coloured ads throughout , BLACK,RED,YELLOW,BLUE,PINK AND GREEN. Road shows and Freebies
  • 11. Celebrity collaborations Virat Kohli & Anushka Sharma Varun Dhawan,Rannvijay,maybe Poonam Pandey Movie placements. Placement of ads Highest freq.- MOVIE CHANNELS,LEISURE CHANNELS MTV (Shows like Roadies,Splitsvilla etc) V (Mostly all shows) Bindass NDTV GOOD TIMES DISCOVERY TURBO Dancing shows
  • 12. Conduct design contests and voting system though FB, Twitter. Xbox, Fastrack, Vespa, FM, Micromax, Kwality Walls & Energy drinks(Zinga, Boost,MTN DEW) collaborations. Festival tie-ups. Music shows. Graffiti art Introductory Summer offers. Upcoming IFL Chance of going to FIFA WC
  • 13. Summer Collection Collaborations with Magazines(Articles, Ads and images) iPOD GEAR Running, Jogging,Marathon events etc. Racks in elevators of malls. Applications in Android,Windows and istore. (Click your shoe and post it on the app and win weekly prizes and feature prize-ticket to FIFA WC) Send out a birthday card with a special coupon on their big day Trade shows and Expos (for providing the comfort and quality proof)
  • 14. PRODUCT Daily wear Fashion wear Contemporary style Variants of- Sneakers Sports shoes Introduce designer shoes by big designers
  • 15. PHYSICAL EVIDENCE Engaging to promote the F-G-F. Try-outs. Very comfortable soles. Minimalistic and simple packaging appealing and pleasing the eye. Less use of plastics and paper for packaging purpose. Liability insured (in case)
  • 16. PROCESS Customer satisfaction oriented. Loyalty cards.
  • 17. PEOPLE T.A Would keep an advisory board comprising of employees kids and others aged 15-22.
  • 18. BRAND AWARENESS PERCEIVED QUALITY BRAND LOYALTY BRAND ASSOCIATION -Ads -Freebies -Activisms, NGOs, Marathons -Hoardings -Cool packaging -Establishments -Security check podiums -Contribute to charity -Staff /delivery service - Shops having good ambience & music -Coupons -Vouchers -Game Invites -Tailored promos -Customers Club -Logo -Celebrities -Slogans -Films -Sponsorships -Pdt. placement -Events- Meet n greet
  • 19. CAMPAIGNS/EVENTS Fusion Fest.(Featuring prospective and fusion rock bands)(Lifestyle party for college goers) Wander Off- Discover Your self. Discover you city (GO to places you have never seen before in your city, click pics with our shoes involved,just that one pair, and you could win a trip to Miami. Inter-College Fashionista F-Off (Display your fashion style and skills and win exclusive packages and goodies along with a date with Virat Kohli or _____) MyDay(Celebrate Youth Day Jan.12 by representing yourself.Offers)
  • 20. EDGE OVER COMPETITION Can also wear without socks. Made from greener material. Certain models are lace-less. Easily washable. Reduces sweating by 40% Nearly indestructible design (In association with Crocs) Zip type/Pressing button type footwear.
  • 21. COMPETITORS COMPARISON Major competitors- NIKE CONVERSE & VANS.