saurav-spykar

IGTC 2008-10

1

‘OYO’ Spykar’s kidswearMarketing Plan

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Company ProfileMarketing ObjectivesOverview of the industry What is ‘OYO’STPForecasting & Consumer AnalysisConsumer Behaviour & SWOT AnalysisNew Product Life CycleImplementation Schedule

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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

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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.

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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.

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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.

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Segmentation • SEGMENTATION ON BASIS OF AGE & SEX

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Segmentation • SEGMENTATION ON BASIS SOCIAL CLASS

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Targeting

KidsCollege studentsFashion conscious parentsHigh disposable surplus income family

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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

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Present Competitors

Gini & JonyLittle KangaroosRuffLilliputRaymond’s Zapp.

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FancyDiscreet and elegant fashion

Expensive

Inexpensive

Big bazarFashion street &Localunorganised

Gini & Jony OYO

PRICING DEPENDS ON ITS POSTIONING IN MARKET

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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.

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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.

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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

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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.

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Promotion Strategy

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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

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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.

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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

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Thank You“Dhanyawad”