Transcript
IGTC 2008-10
1
‘OYO’ Spykar’s kidswearMarketing Plan
IGTC 2008-10 2
Company ProfileMarketing ObjectivesOverview of the industry What is ‘OYO’STPForecasting & Consumer AnalysisConsumer Behaviour & SWOT AnalysisNew Product Life CycleImplementation Schedule
IGTC 2008-10 3
Spykar Lifestyle Private Ltd COMPANY OVERVIEW
Spykar Lifestyle was founded in 1992 and is based in Mumbai, India 12% market share in India’s denim industry .
Denim garments products
For mencotton casual wear, jeans, belts, caps, cargo's, forays, shirts, and t-shirts
For womenjeans, cargo's, shirts, shorts, skirts, and t-shirts.
LOCATIONSIndia
Ahmedabad, Ghaziabad, Hyderabad, Indore, Kolkata, Lucknow, Mumbai, Nasik, New Delhi, and Pune,
Australia
IGTC 2008-10 4
Launch and market a completely unseen-before kidswear product range, in order to achieve the following:
What are our intentions?
Create strong consumer
awareness for OYO
3 MARKETING OBJECTIVESBecome the jeans wear expert in the kidswear segment through sizeable
market shares
Re-affirm the company’s title of market leader in
product innovation and successful
product launches.
IGTC 2008-10 5
Market Analysis
The kids’ wear market, which has been assessed at Rs 27,000 croreOnly Rs 3,000 crore being branded Growth rate of 10 per cent.Current low brand penetration rate of 8 per cent in this market, which creates a huge potential for branding in KidswearThe market is dominated by Unorganized sector.
IGTC 2008-10 6
OYO “On Your Own”
With the launch of OYO, shopping abroad for children clothes may be quite unnecessary.OYO will offer all sorts of apparel for kids.OYO is discreet and elegant fashion for children.OYO will be more premium then mass.
IGTC 2008-10 7
IGTC 2008-10 8
Segmentation • SEGMENTATION ON BASIS OF AGE & SEX
IGTC 2008-10 9
Segmentation • SEGMENTATION ON BASIS SOCIAL CLASS
IGTC 2008-10 10
Targeting
KidsCollege studentsFashion conscious parentsHigh disposable surplus income family
IGTC 2008-10 11
Positioning
To be a jeans wear expert for kids The tag line is ‘On Your Own’Appeal More Premium then mass.Vogue dressing to promote as a part of OYO.Like Father– Son & Like mother- Daughter
IGTC 2008-10 12
Present Competitors
Gini & JonyLittle KangaroosRuffLilliputRaymond’s Zapp.
IGTC 2008-10 13
FancyDiscreet and elegant fashion
Expensive
Inexpensive
Big bazarFashion street &Localunorganised
Gini & Jony OYO
PRICING DEPENDS ON ITS POSTIONING IN MARKET
IGTC 2008-10 14
Pricing Strategy
Quality Strategy : High quality and High Price, Premium Price Strategy.Price Objective :Product Quality LeadershipDemand : Limited at beginning stage. So there is Inelastic demand.
IGTC 2008-10 15
DEMANDING KIDS
94
75
210
0
20
40
60
80
100
3-Mth 6-Mth 9-Mth 12-Mth
Period of Buying
No'
s O
f R
espo
nden
t
FORECASTING DEMAND
Based on Frequency of buying clothes.
IGTC 2008-10 16
Effective Demand
88
50 50
047% 27% 26% 0%0
20
40
60
80
100
Jeans Cargo Capry Dungree
Product Mix
Per
cent
age
CUSTOMER ANALYSIS
Based on the type of bottom wear
IGTC 2008-10 17
Consumer Behaviour
Object of purchase : Lifestyle jeans for kidsObjective of Purchase : Ego satisfaction for fashion conscious parents.Organization of Purchase : Parents of other Kids & Kids.Operation of Purchase : Franchise outlets.Occasion of Purchase : Parties, BirthdaysOutlet of Purchase : Spykar Lifestyle Stores.
IGTC 2008-10 18
Promotion Strategy
IGTC 2008-10 19
SWOT Analysis
Strengths 12% market share Promotional activity. Brand Power. (u: culture) 100 Exclusive Brand Outlets.
Weakness Premium pricing.
Opportunity 27000 crore kids wear
market. A big untapped market. Has the potential to become
the market leader in kidswear.
Threats Existing players Unorganized sector Aggressive price competition
IGTC 2008-10 20
New Product life cycle
Introduction Stage: Rapid Penetration – high price & high promotion. Advertising shift from only men's or women's wear to kids wear.
Growth Stage: 1) Add new product features.
IGTC 2008-10 21
IMPLEMENTATION SCHEDULE• The implementation schedule is anticipated
about one year
Jan Feb Mar Apr May Jun July Sep Oct Nov Dec
Phase 1Phase 1
Phase 2Phase 2
Phase 3Phase 3
Idea Generation Idea Screening
Market & Demand AnalysisFeasibility AnalysisProject Report & AppraisalRegistration
Obtaining LoanOrganizing Working Infrastructure Establishing Contacts With Parties, Buyer, & Market Agency
IGTC 2008-10 22
Thank You“Dhanyawad”
top related