Description
MARKETING PLAN OF SPYKAR
„OYO? Spykar?s kidswear Marketing Plan
Rakesh Ravindran
IGTC 2008-10
1
Company Profile Marketing Objectives Overview of the industry What is ‘OYO’ STP Forecasting & Consumer Analysis Consumer Behaviour & SWOT Analysis New Product Life Cycle Implementation Schedule
IGTC 2008-10
2
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 LOCATIONS
IGTC 2008-10
For men cotton casual wear, jeans, belts, caps, cargo's, forays, shirts, and t-shirts For women jeans, cargo's, shirts, shorts, skirts, and tshirts.
India Ahmedabad, Ghaziabad, Hyderabad, Indore, Kolkata, Lucknow, Mumbai, Nasik, New Delhi, and Pune, Australia
3
What are our intentions?
Launch and market a completely unseenbefore kidswear product range, in order to achieve the following:
3 MARKETING OBJECTIVES
Create strong consumer awareness for OYO
Become 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
4
Market Analysis
The kids’ wear market, which has been assessed at Rs 27,000 crore Only 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 Kidswear The market is dominated by Unorganized sector.
IGTC 2008-10
5
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
6
IGTC 2008-10
7
Segmentation
• SEGMENTATION ON BASIS OF AGE & SEX
IGTC 2008-10
8
Segmentation
• SEGMENTATION ON BASIS SOCIAL CLASS
IGTC 2008-10
9
Targeting
Kids College students Fashion conscious parents High disposable surplus income family
IGTC 2008-10
10
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 motherDaughter
IGTC 2008-10
11
Present Competitors
Gini & Jony Little Kangaroos Ruff Lilliput Raymond?s Zapp.
IGTC 2008-10
12
PRICING DEPENDS ON ITS POSTIONING IN MARKET
Expensive
Gini & Jony
Fancy
OYO
Big bazar
Fashion street & Local unorganised
Discreet and elegant fashion
Inexpensive
IGTC 2008-10
13
Pricing Strategy
Quality Strategy : High quality and High Price, Premium Price Strategy. Price Objective
roduct Quality Leadership Demand : Limited at beginning stage. So there is Inelastic demand.
IGTC 2008-10
14
FORECASTING DEMAND
Based on Frequency of buying clothes.
DEMANDING KIDS
No's Of Respondent
100 80 60 40 20 0 3-Mth 6-Mth 9-Mth 12-Mth Period of Buying 2 10 94 75
IGTC 2008-10
15
CUSTOMER ANALYSIS
Based on the type of bottom wear
Effective Demand
100 80
Percentage
88
60 40 20 47% 0 Jeans
50
50
27% Cargo
26% Capry
0 0% Dungree
Product Mix
IGTC 2008-10
16
Consumer Behaviour
Object of purchase : Lifestyle jeans for kids Objective 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, Birthdays Outlet of Purchase : Spykar Lifestyle Stores.
IGTC 2008-10
17
Promotion Strategy
IGTC 2008-10
18
SWOT Analysis
Strengths
? ? ? ? 12% market share Promotional activity. Brand Power. (u: culture) 100 Exclusive Brand Outlets.
Weakness
? Premium pricing.
? Existing players ? 27000 crore kids wear market. ? Unorganized sector ? A big untapped market. ? Has the potential to become the ? Aggressive price competition market leader in kidswear.
IGTC 2008-10 19
Opportunity
Threats
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
20
IMPLEMENTATION SCHEDULE
• The implementation schedule is anticipated about one year
Phase 1
?Idea Generation ?Idea Screening
Phase 2
?Market & Demand Analysis ?Feasibility Analysis ?Project Report & Appraisal ?Registration
Phase 3
?Obtaining Loan ?Organizing Working Infrastructure ?Establishing Contacts With
Parties, Buyer, & Market Agency
Jan
Feb
Mar IGTC 2008-10
Apr
May
Jun
July
Sep
Oct
Nov
Dec 21
Thank You
“Dhanyawad”
IGTC 2008-10
22
doc_129171258.pps
MARKETING PLAN OF SPYKAR
„OYO? Spykar?s kidswear Marketing Plan
Rakesh Ravindran
IGTC 2008-10
1
Company Profile Marketing Objectives Overview of the industry What is ‘OYO’ STP Forecasting & Consumer Analysis Consumer Behaviour & SWOT Analysis New Product Life Cycle Implementation Schedule
IGTC 2008-10
2
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 LOCATIONS
IGTC 2008-10
For men cotton casual wear, jeans, belts, caps, cargo's, forays, shirts, and t-shirts For women jeans, cargo's, shirts, shorts, skirts, and tshirts.
India Ahmedabad, Ghaziabad, Hyderabad, Indore, Kolkata, Lucknow, Mumbai, Nasik, New Delhi, and Pune, Australia
3
What are our intentions?
Launch and market a completely unseenbefore kidswear product range, in order to achieve the following:
3 MARKETING OBJECTIVES
Create strong consumer awareness for OYO
Become 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
4
Market Analysis
The kids’ wear market, which has been assessed at Rs 27,000 crore Only 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 Kidswear The market is dominated by Unorganized sector.
IGTC 2008-10
5
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
6
IGTC 2008-10
7
Segmentation
• SEGMENTATION ON BASIS OF AGE & SEX
IGTC 2008-10
8
Segmentation
• SEGMENTATION ON BASIS SOCIAL CLASS
IGTC 2008-10
9
Targeting
Kids College students Fashion conscious parents High disposable surplus income family
IGTC 2008-10
10
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 motherDaughter
IGTC 2008-10
11
Present Competitors
Gini & Jony Little Kangaroos Ruff Lilliput Raymond?s Zapp.
IGTC 2008-10
12
PRICING DEPENDS ON ITS POSTIONING IN MARKET
Expensive
Gini & Jony
Fancy
OYO
Big bazar
Fashion street & Local unorganised
Discreet and elegant fashion
Inexpensive
IGTC 2008-10
13
Pricing Strategy
Quality Strategy : High quality and High Price, Premium Price Strategy. Price Objective
roduct Quality Leadership Demand : Limited at beginning stage. So there is Inelastic demand.IGTC 2008-10
14
FORECASTING DEMAND
Based on Frequency of buying clothes.
DEMANDING KIDS
No's Of Respondent
100 80 60 40 20 0 3-Mth 6-Mth 9-Mth 12-Mth Period of Buying 2 10 94 75
IGTC 2008-10
15
CUSTOMER ANALYSIS
Based on the type of bottom wear
Effective Demand
100 80
Percentage
88
60 40 20 47% 0 Jeans
50
50
27% Cargo
26% Capry
0 0% Dungree
Product Mix
IGTC 2008-10
16
Consumer Behaviour
Object of purchase : Lifestyle jeans for kids Objective 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, Birthdays Outlet of Purchase : Spykar Lifestyle Stores.
IGTC 2008-10
17
Promotion Strategy
IGTC 2008-10
18
SWOT Analysis
Strengths
? ? ? ? 12% market share Promotional activity. Brand Power. (u: culture) 100 Exclusive Brand Outlets.
Weakness
? Premium pricing.
? Existing players ? 27000 crore kids wear market. ? Unorganized sector ? A big untapped market. ? Has the potential to become the ? Aggressive price competition market leader in kidswear.
IGTC 2008-10 19
Opportunity
Threats
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
20
IMPLEMENTATION SCHEDULE
• The implementation schedule is anticipated about one year
Phase 1
?Idea Generation ?Idea Screening
Phase 2
?Market & Demand Analysis ?Feasibility Analysis ?Project Report & Appraisal ?Registration
Phase 3
?Obtaining Loan ?Organizing Working Infrastructure ?Establishing Contacts With
Parties, Buyer, & Market Agency
Jan
Feb
Mar IGTC 2008-10
Apr
May
Jun
July
Sep
Oct
Nov
Dec 21
Thank You
“Dhanyawad”
IGTC 2008-10
22
doc_129171258.pps