anshugandhi
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PRODUCT
ABC CO HAS INTRODUCED ITS MOST INNOVATIVE PRODUCT SPREE!!!!!!!!
Brand name: SPREE: means extravaganza and it suits as it offering variety to our customers
PRODUCT
1. Detachable flaps: “we add colour to your life”
• ‘Match your wardrobe with our colours’ In India people are very conscious of wearing matching footwear 15with their clothes and accessories. With the provision of wide range of flaps matching is in your hands
• ‘One in your foot and other in your washing machine’. Easily washable. Dirt and grime stays away from you.
• They can inter-changeably worn, partly for fitness, partly for fashion.
• They are also stylish and trendy enough to be worn as casual street shoes as well, thanks to the thoughtful design and clean contour lines.
2. Roller blades: ‘glide through life’
• Got tired walking, just skate
• Apt for children
3. Spikes: ‘get a grip over life’
• Trekking made easy
• Walk smoothly through Rough and tough way
• Sports like football made easier
4. Distometer: “we keep track of your steps”.
It is for health conscious people.
• It is also useful while trekking and long distance.
• Athletic training
5. Massager: “ mystic masseur” – we have the cure( balm) for aching ‘soles’
• For heal problems
• Avoids fatigue of long distance
• Rejuvenates you
• Instant relief from cramps
• Anytime- anywhere-not only at home but also outside
• Heat produced by the body is used to charge the cells
PRODUCT DURABILITY
1. Superior quality of rubber used for the sole
2. Smooth fibers eliminate the need for "breaking in" and the fabric is naturally anti-fungal and antibacterial.
3. Highly durable cloth used for the upper part of the shoe.
4. Easy to use Velcro used for flap changing.
5. Eco-friendly sport shoes that are durable and functional too!
6. Specially designed for all-purpose outdoor activity from walking, trekking, to light running.
7. Testing the damping and supporting behaviour of various shoe materials under real life conditions is a crucial part of development, and so our manufacturer runs an advanced and innovative materials test centre to put its new materials and designs through their paces.
8. To enhance performance, sophisticated shoe structures are employed which make use of viscous and elastic foam materials such as ethylene vinyl acetate (EVA) and polyurethane (PU). The use of viscous plastics in the heel area serves to absorb the impact forces during the initial
9. ground contact, and provides the foot with a soft ‘cushioning’ effect. Thus making it long lasting.
PRODUCT SIZES
A variety of sizes available ranging from 4-13
Available in women's sizes 4-11 and men's sizes 7-13
PRESENTATION
Spreee offers four basic colours for its base namely white, black, blue and red. Further it has a number of coloured straps, which can be changed according to the distinctive set of needs.
SERVICES
• We offer customization of the product wherein an individual can design the shoes as per his requirements.
• Any order received for customization accomplished within 7 days from the day of order.
• 60% of the price has to be paid at the time of order and the remaining 40% at the time of delivery (it could be collected at the shop or can be home delivered).
• We guarantee prompt after sales services.
• One year warranty card given. Incase of any repairs needed within time period mentioned on the warranty it will be done for free, otherwise minimal amount will be charged.
• We provide you with a tool kit wherein, any minor problem faced can be fixed easily.
USP
The unique multiple features like detachable flaps, roller blades, spikes, distometer and massager at an affordable price!!
We have used the AIDA formula to capture our target audience.
PRICE
End user:
The product is initially launched at a discounted price. Here, we are using the penetration strategy so that we capture a greater market. This will help us establish our company in the shoe business. We will be able to win loyal
customers, with whom we can establish a long-term relationship.
We offer shoes ranging from
Children: Rs. 5000 - 6500 50% off
Teenage/ adult: Rs. 6000 – 8500 upto 40% off
Location pricing-
Prices offered by us at our showroom our discounted as compared to prices at the department stores.
Special event pricing-
a. Every December-January we have “Sport’s day” at discounted prices for kids taking part in school sports like track and field.
b. During the football world cup and Cricket world cup.
c. Special offers during festive seasons.
feel the spree…
BENEFITS REAPED BECAUSE OF OUR PRICING STRUCTURE
LOW COSTS:
Since our PRODUCTION is OUT SOURCED we don’t have to make huge investments in inventory , labor in production and plant and machinery etc…Since we are using the market penetrating pricing strategy and subcontracting our product, the expenditure involved with cost of production is minimized and the major expenses incurred are selling and distribution expenses.
SPECIALIZATION:
With the help of the penetrating pricing strategy and our out sourced production, initial concentration is on designing the product so as to face the competition.
INITIAL INVESTMENT FOR PRODUCT DEVELOPMENT:
Since capital is under utilized, it is rightly invested in research and development to provide our customers with the best and make a constant effort to improve.
CUSTOMER ADVANTAGE:
Because of low overheads, we pass on the benefit to our consumers.
Value for money
CREDIT TERMS FOR DISTRIBUTORS:
We give our distributors 15 days credit period.
Sales are on approval basis and thus payment is made as and when the goods are sold.
PLACE feel the spree…
SPREEe is being launched in three major cities Mumbai, Delhi & Bangalore. Our distribution channels include:
COMPANY OWNED COMPANY OPERATED MODEL [COCO]
Here all the expenses are directly borne by the company itself:
A. This mainly includes expenditure incurred on maintaining and running company showrooms.
COMPANY OWNED DEALER OPERATED [CODO]
These are expenses incurred by:
• The company
• The distributors
• The retailers/stores
We follow the most effective consumer goods marketing/ distribution channel mentioned as follows:
Distribution Channel (Department stores)
Manufacturer
Distributor
Retailer
Consumer
Distribution Channel (Showroom)
Manufacturer
Franchisee (Spreee Ltd.)
Consumer
o MANUFACTURER: Our Parent company ABC INTERNATIONAL manufactures the stock as well as takes care of the packaging and forwards it to the distributor.
o DISTRIBUTOR: Initially the company would appoint those people as distributors who already are in to this business. The distributor gets a commission of 5% in the invoice. This distributor is responsible for the promotional activities in the areas under him and is accountable for the same. He will also ensure merchandising in the concerned areas. Window displays are an important aspect of the promotional activity of the distributor. He should maintain good work relations with the retailers.
o RETAILER: We approach the licensees for setting up company showrooms across the city. While the main target at retail outlets that is the department stores would be to get the best shelf space where they other sell branded shoes and have an existing good will, this being the reason for having chosen department stores like Shoppers’ Stop and Lifestyle. The salesmen at these outlets are the people who come in direct contact with the customer, hence he has to be well trained so as to convince the customer about the credibility of Spreee and educate the customer
about the product features, the functioning etc. He is the person who is responsible for running the promotional schemes and seasonal offers at his outlet.
o CUSTOMER: The customer is the king of the market and our main target is the customer. The main idea is to place the product in customers mind, by selling the concept to them since it is a new concept of all in one shoes and then our product.
o PRODUCT POSITIONING: to position the product well in the minds of the consumers, we offer them seasonal offers, periodic discounts, free gifts with are various schemes, etc. All such activities help us to attract them. Here we use the AIDA formula!
A-ATTENTION: this is basically to create awareness among the target market. We are considering this aspect through our demonstration stalls, sales promotion pictures and
banners, television advertisements, hoardings, promotional schemes, radio advertisements. Our unique creation is one of a kind, like one never before which will surely get the consumers attention.
I-INTEREST: this arises if and only if the usp meets the customers need. If the consumer cannot relate with your product there is no point in having multiple usp’s. Thus, we
have regular surveys to get constant inputs from our own consumers so as to improvise our product each time.
D- DESIRE: Here, the consumers interest develops into desire and helps him take the final decision. Who doesn’t want so many preferred remarkable features, all in one?? and who would mind a one-time investment??
A-ACTION: This is when the consumer finally goes and buys the product i.e. possesses the product. We believe that our job is not over with the selling of the product but the CONSUMPTION. Instead of a product centered, “make and
sell philosophy” we shift to a customer center, “sense and response”. Thus, we keep a regular track of the consumption rate area wise; our aim is to abide by the Japanese technology “kaizen” i.e. making small improvements at every step.
PRE-LAUNCH CONCEPT feel the spree…
BRAND AWARENESS-Arousing curiosity in the minds of the consumers
CREATING AWARNESS-WHAT IS SPREEE?? What comes to the customers’ minds when they hear the word spreee…
• SPONSORING COLLEGE FESTIVALS AND EVENTS, this is our ‘mantra’ to magnetize the attention of the youth and keep them guessing
• Move from door to door, circulating Questionnaires to invite suggestion and taking their views into consideration.
• Across all major schools in the three cities, a shoe painting contest for children aged 8-14 years, give discount coupons to all the winners.
• A moonwalker at amusement parks and adventure parks in the shape of our shoe.
• Hoardings across the city creating curiosity.
• Outside colleges, mobile wagons holding contests and keep them guessing about the identity of SPREEE.
feel the spree…
POST LAUNCH CONCEPT
• The promotional scheme “FREE WITH SPREE” offered for one week o from its launch is two pairs of extra coloured flaps of CUSTOMERS CHOICE provided free of cost.
• Demonstration stalls set up at joggers park, to attract health conscious people since most people in India use shoes for an early morning walk or an evening jog . We have decided to keep them at physiotherapy centers also where our massager is highlighted, since our Mystic Masseur (massager) alleviates pain and gives instant relief. Gymnasiums are also targeted where fitness freaks will come face to face with Spreee.
• Display counters will be setup outside and within big shopping malls for one week from its launch date.
• We have individual sections in stores like Shoppers Stop, Lifestyle, Globus in Mumbai and many more in each of the cities.
• Direct Selling Agents are like distributors who go from door to door and contact customers on a one-to-one
basis. In today’s fast moving life, people are too busy to even go shopping , keeping in mind such a group of people we will have these agents. We believe out of a group of 100 persons, atleast 40 are in waiting for someone to come to them and serve them on a silver platter and since we believe that the consumer is our top priority, we are ready to take the leap.
• We have tied up with various health clubs for the promotion of Spreee. We have collaborated with many doctors to recommend our product.
• We are promoting our spree products through different channels like:
PRINT ADVERTISEMENTS
a. We will advertise once a week in the sports section of all the leading news papers,
b. Repeated advertisements sports magazine, journals,
c. Circulate hand bills all around the cities,
d. Display hoardings all over the city (as shown in the hardcopy).
TELEVISION ADVERTISEMENTS
a. Spreee have chosen Rahul Dravid as our brand ambassador,
b. We will telecast advertisements, between sports programmes shown on different sports channels like ESPN, Star Sports, DD Sports etc.,
c. We also have a tie up with Cartoon Network to popularize Spreee amongst children.
RADIO ADVERTISEMENTS
Off late Radio has become a fashion. It is not only restricted to our cars but has entered the homes of the people. Do you think we will let this opportunity pass by??
1. A jingle to mingle: meant to make way into your hearts.
2. Air the Spreee jingle on radio throughout the day, particularly focusing on the prime times:
3. When people are out on their Early morning walks and jogs.
4. Evening time when people are returning home after the hard days work.
5. Late nights.
ABC CO HAS INTRODUCED ITS MOST INNOVATIVE PRODUCT SPREE!!!!!!!!
Brand name: SPREE: means extravaganza and it suits as it offering variety to our customers
PRODUCT
1. Detachable flaps: “we add colour to your life”
• ‘Match your wardrobe with our colours’ In India people are very conscious of wearing matching footwear 15with their clothes and accessories. With the provision of wide range of flaps matching is in your hands
• ‘One in your foot and other in your washing machine’. Easily washable. Dirt and grime stays away from you.
• They can inter-changeably worn, partly for fitness, partly for fashion.
• They are also stylish and trendy enough to be worn as casual street shoes as well, thanks to the thoughtful design and clean contour lines.
2. Roller blades: ‘glide through life’
• Got tired walking, just skate
• Apt for children
3. Spikes: ‘get a grip over life’
• Trekking made easy
• Walk smoothly through Rough and tough way
• Sports like football made easier
4. Distometer: “we keep track of your steps”.
It is for health conscious people.
• It is also useful while trekking and long distance.
• Athletic training
5. Massager: “ mystic masseur” – we have the cure( balm) for aching ‘soles’
• For heal problems
• Avoids fatigue of long distance
• Rejuvenates you
• Instant relief from cramps
• Anytime- anywhere-not only at home but also outside
• Heat produced by the body is used to charge the cells
PRODUCT DURABILITY
1. Superior quality of rubber used for the sole
2. Smooth fibers eliminate the need for "breaking in" and the fabric is naturally anti-fungal and antibacterial.
3. Highly durable cloth used for the upper part of the shoe.
4. Easy to use Velcro used for flap changing.
5. Eco-friendly sport shoes that are durable and functional too!
6. Specially designed for all-purpose outdoor activity from walking, trekking, to light running.
7. Testing the damping and supporting behaviour of various shoe materials under real life conditions is a crucial part of development, and so our manufacturer runs an advanced and innovative materials test centre to put its new materials and designs through their paces.
8. To enhance performance, sophisticated shoe structures are employed which make use of viscous and elastic foam materials such as ethylene vinyl acetate (EVA) and polyurethane (PU). The use of viscous plastics in the heel area serves to absorb the impact forces during the initial
9. ground contact, and provides the foot with a soft ‘cushioning’ effect. Thus making it long lasting.
PRODUCT SIZES
A variety of sizes available ranging from 4-13
Available in women's sizes 4-11 and men's sizes 7-13
PRESENTATION
Spreee offers four basic colours for its base namely white, black, blue and red. Further it has a number of coloured straps, which can be changed according to the distinctive set of needs.
SERVICES
• We offer customization of the product wherein an individual can design the shoes as per his requirements.
• Any order received for customization accomplished within 7 days from the day of order.
• 60% of the price has to be paid at the time of order and the remaining 40% at the time of delivery (it could be collected at the shop or can be home delivered).
• We guarantee prompt after sales services.
• One year warranty card given. Incase of any repairs needed within time period mentioned on the warranty it will be done for free, otherwise minimal amount will be charged.
• We provide you with a tool kit wherein, any minor problem faced can be fixed easily.
USP
The unique multiple features like detachable flaps, roller blades, spikes, distometer and massager at an affordable price!!
We have used the AIDA formula to capture our target audience.
PRICE
End user:
The product is initially launched at a discounted price. Here, we are using the penetration strategy so that we capture a greater market. This will help us establish our company in the shoe business. We will be able to win loyal
customers, with whom we can establish a long-term relationship.
We offer shoes ranging from
Children: Rs. 5000 - 6500 50% off
Teenage/ adult: Rs. 6000 – 8500 upto 40% off
Location pricing-
Prices offered by us at our showroom our discounted as compared to prices at the department stores.
Special event pricing-
a. Every December-January we have “Sport’s day” at discounted prices for kids taking part in school sports like track and field.
b. During the football world cup and Cricket world cup.
c. Special offers during festive seasons.
feel the spree…
BENEFITS REAPED BECAUSE OF OUR PRICING STRUCTURE
LOW COSTS:
Since our PRODUCTION is OUT SOURCED we don’t have to make huge investments in inventory , labor in production and plant and machinery etc…Since we are using the market penetrating pricing strategy and subcontracting our product, the expenditure involved with cost of production is minimized and the major expenses incurred are selling and distribution expenses.
SPECIALIZATION:
With the help of the penetrating pricing strategy and our out sourced production, initial concentration is on designing the product so as to face the competition.
INITIAL INVESTMENT FOR PRODUCT DEVELOPMENT:
Since capital is under utilized, it is rightly invested in research and development to provide our customers with the best and make a constant effort to improve.
CUSTOMER ADVANTAGE:
Because of low overheads, we pass on the benefit to our consumers.
Value for money
CREDIT TERMS FOR DISTRIBUTORS:
We give our distributors 15 days credit period.
Sales are on approval basis and thus payment is made as and when the goods are sold.
PLACE feel the spree…
SPREEe is being launched in three major cities Mumbai, Delhi & Bangalore. Our distribution channels include:
COMPANY OWNED COMPANY OPERATED MODEL [COCO]
Here all the expenses are directly borne by the company itself:
A. This mainly includes expenditure incurred on maintaining and running company showrooms.
COMPANY OWNED DEALER OPERATED [CODO]
These are expenses incurred by:
• The company
• The distributors
• The retailers/stores
We follow the most effective consumer goods marketing/ distribution channel mentioned as follows:
Distribution Channel (Department stores)
Manufacturer
Distributor
Retailer
Consumer
Distribution Channel (Showroom)
Manufacturer
Franchisee (Spreee Ltd.)
Consumer
o MANUFACTURER: Our Parent company ABC INTERNATIONAL manufactures the stock as well as takes care of the packaging and forwards it to the distributor.
o DISTRIBUTOR: Initially the company would appoint those people as distributors who already are in to this business. The distributor gets a commission of 5% in the invoice. This distributor is responsible for the promotional activities in the areas under him and is accountable for the same. He will also ensure merchandising in the concerned areas. Window displays are an important aspect of the promotional activity of the distributor. He should maintain good work relations with the retailers.
o RETAILER: We approach the licensees for setting up company showrooms across the city. While the main target at retail outlets that is the department stores would be to get the best shelf space where they other sell branded shoes and have an existing good will, this being the reason for having chosen department stores like Shoppers’ Stop and Lifestyle. The salesmen at these outlets are the people who come in direct contact with the customer, hence he has to be well trained so as to convince the customer about the credibility of Spreee and educate the customer
about the product features, the functioning etc. He is the person who is responsible for running the promotional schemes and seasonal offers at his outlet.
o CUSTOMER: The customer is the king of the market and our main target is the customer. The main idea is to place the product in customers mind, by selling the concept to them since it is a new concept of all in one shoes and then our product.
o PRODUCT POSITIONING: to position the product well in the minds of the consumers, we offer them seasonal offers, periodic discounts, free gifts with are various schemes, etc. All such activities help us to attract them. Here we use the AIDA formula!
A-ATTENTION: this is basically to create awareness among the target market. We are considering this aspect through our demonstration stalls, sales promotion pictures and
banners, television advertisements, hoardings, promotional schemes, radio advertisements. Our unique creation is one of a kind, like one never before which will surely get the consumers attention.
I-INTEREST: this arises if and only if the usp meets the customers need. If the consumer cannot relate with your product there is no point in having multiple usp’s. Thus, we
have regular surveys to get constant inputs from our own consumers so as to improvise our product each time.
D- DESIRE: Here, the consumers interest develops into desire and helps him take the final decision. Who doesn’t want so many preferred remarkable features, all in one?? and who would mind a one-time investment??
A-ACTION: This is when the consumer finally goes and buys the product i.e. possesses the product. We believe that our job is not over with the selling of the product but the CONSUMPTION. Instead of a product centered, “make and
sell philosophy” we shift to a customer center, “sense and response”. Thus, we keep a regular track of the consumption rate area wise; our aim is to abide by the Japanese technology “kaizen” i.e. making small improvements at every step.
PRE-LAUNCH CONCEPT feel the spree…
BRAND AWARENESS-Arousing curiosity in the minds of the consumers
CREATING AWARNESS-WHAT IS SPREEE?? What comes to the customers’ minds when they hear the word spreee…
• SPONSORING COLLEGE FESTIVALS AND EVENTS, this is our ‘mantra’ to magnetize the attention of the youth and keep them guessing
• Move from door to door, circulating Questionnaires to invite suggestion and taking their views into consideration.
• Across all major schools in the three cities, a shoe painting contest for children aged 8-14 years, give discount coupons to all the winners.
• A moonwalker at amusement parks and adventure parks in the shape of our shoe.
• Hoardings across the city creating curiosity.
• Outside colleges, mobile wagons holding contests and keep them guessing about the identity of SPREEE.
feel the spree…
POST LAUNCH CONCEPT
• The promotional scheme “FREE WITH SPREE” offered for one week o from its launch is two pairs of extra coloured flaps of CUSTOMERS CHOICE provided free of cost.
• Demonstration stalls set up at joggers park, to attract health conscious people since most people in India use shoes for an early morning walk or an evening jog . We have decided to keep them at physiotherapy centers also where our massager is highlighted, since our Mystic Masseur (massager) alleviates pain and gives instant relief. Gymnasiums are also targeted where fitness freaks will come face to face with Spreee.
• Display counters will be setup outside and within big shopping malls for one week from its launch date.
• We have individual sections in stores like Shoppers Stop, Lifestyle, Globus in Mumbai and many more in each of the cities.
• Direct Selling Agents are like distributors who go from door to door and contact customers on a one-to-one
basis. In today’s fast moving life, people are too busy to even go shopping , keeping in mind such a group of people we will have these agents. We believe out of a group of 100 persons, atleast 40 are in waiting for someone to come to them and serve them on a silver platter and since we believe that the consumer is our top priority, we are ready to take the leap.
• We have tied up with various health clubs for the promotion of Spreee. We have collaborated with many doctors to recommend our product.
• We are promoting our spree products through different channels like:
PRINT ADVERTISEMENTS
a. We will advertise once a week in the sports section of all the leading news papers,
b. Repeated advertisements sports magazine, journals,
c. Circulate hand bills all around the cities,
d. Display hoardings all over the city (as shown in the hardcopy).
TELEVISION ADVERTISEMENTS
a. Spreee have chosen Rahul Dravid as our brand ambassador,
b. We will telecast advertisements, between sports programmes shown on different sports channels like ESPN, Star Sports, DD Sports etc.,
c. We also have a tie up with Cartoon Network to popularize Spreee amongst children.
RADIO ADVERTISEMENTS
Off late Radio has become a fashion. It is not only restricted to our cars but has entered the homes of the people. Do you think we will let this opportunity pass by??
1. A jingle to mingle: meant to make way into your hearts.
2. Air the Spreee jingle on radio throughout the day, particularly focusing on the prime times:
3. When people are out on their Early morning walks and jogs.
4. Evening time when people are returning home after the hard days work.
5. Late nights.