randeepgujral
RANDEEP GUJRAL
a new prodct launch proj including advertising , marketing promotions, finance a complete marketing plan also includes ad budget
new product launch projct
- Thread starter randeepgujral
- Start date
vikram chawla
Vikram Chawla
hey this was the product launch project made by my group in our 2 nd year..i wasnt able to upload the project..so i will post in the important parts..cheers..!!!!
MEANING OF NEW PRODUCT LAUNCH
New product launch means introducing a new product into the market. In other words, it is adding a new product in the existing product line of the company or a product is being introduced by a new company.
A new product launch is an important aspect of product policy and product management. For expansion of business, time to time launch of new products is very necessary.
NEW PRODUCT LAUNCH
AIRWALK® launches V-FITä in India. The product, a cross training sports shoe will be sold under the brand name V-FITä. They come under the category of consumer goods for fitness and health.
INDUSTRY OVERVIEW
Some findings about the footwear industry in India:
India ranks second among the footwear producing countries next to China.
India produces more of gents’ footwear while the world’s major production is in ladies footwear.
The availability of abundant raw material base, large domestic market and the opportunity to cater to world markets makes India an attractive destination for technology and investments.
MARKET SHARE
1. Category
45 % Men’s Shoes
40 % Ladies shoes
15% Kids shoes
2. Product type 42 % Branded
58 % Unbranded
MEANING OF NEW PRODUCT LAUNCH
New product launch means introducing a new product into the market. In other words, it is adding a new product in the existing product line of the company or a product is being introduced by a new company.
A new product launch is an important aspect of product policy and product management. For expansion of business, time to time launch of new products is very necessary.
NEW PRODUCT LAUNCH
AIRWALK® launches V-FITä in India. The product, a cross training sports shoe will be sold under the brand name V-FITä. They come under the category of consumer goods for fitness and health.
INDUSTRY OVERVIEW
Some findings about the footwear industry in India:
India ranks second among the footwear producing countries next to China.
India produces more of gents’ footwear while the world’s major production is in ladies footwear.
The availability of abundant raw material base, large domestic market and the opportunity to cater to world markets makes India an attractive destination for technology and investments.
MARKET SHARE
1. Category
45 % Men’s Shoes
40 % Ladies shoes
15% Kids shoes
2. Product type 42 % Branded
58 % Unbranded
vikram chawla
Vikram Chawla
INTRODUCTION
AIRWALK® wants to be known not only for its fashion and designs but also for keeping the health of the consumer in mind. Hence it is launching an innovative product for the first time in the Indian market called V-FITä.
A large percentage of shoes launched these days are comfort and / or fashion oriented. AIRWALK® not only offers comfort and enables you to make a fashion statement but takes care of your health too.
PRODUCT OVERVIEW
Get connected with your running experience. AIRWALK® has a sensor placed under the sole and comes with a portable digital indicator. The indicator keeps track of the distance covered and the speed at which you walk/run.
AIRWALK® shoes are cross training shoes.
Foam based foot contour. The foam which is made of polyurethane adjusts the lowest layer of the shoe by spreading itself according to the different shapes and sizes of feet to give it a complete snug and cushioned fit.
Thermoplastic polyurethane material is used which makes the shoes both strong and pliable.
Foam-blown polyurethane gives the shoes extra cushioning.
Polyurethane is a unique material that offers the elasticity of rubber combined with toughness and durability.
It uses Triple-Shock-Absorption technology which provides long term light weight cushioning.
Perfumed strips placed under the soles to keep your shoes and feet smelling fresh as ever.
Accessories
AIRWALK® comes with a small portable digital indicator which displays the distance covered (km) and the speed (kmph).
AIRWALK® also provides an armband to place the digital indicator.
To keep your shoes and feet smelling fresh, AIRWALK™ comes with 20 long lasting perfumed strips which can be placed under the soles.
DESCRIPTION OF PRODUCT FEATURES
GETTING CONNECTED WITH YOUR SHOES
AIRWALK® shoes have a sensor placed under the sole. The sensor runs on Bluetooth technology. Through this Bluetooth technology the sensor detects the digital indicator automatically and registers the distance covered and the speed.
TRIPLE SHOCK ABSORBTION TECHNOLOGY
DRY-TEC-PUR Insole
DRY-TEC-PUR insole for best climate control
Techno Gel
Techno gel-pad with excellent shock absorbing features.
Latex-Pad
Latex-pad, integrated in the PU-insole for a smooth step.
MAXIMUM SPREADING OF THE PRESSURE
Mainly in the heel area an enormous pressure arises, which will be led directly from the foot the spine and the joints. By the construction of the new Triple-Shock-Absorption it comes clear, how to block the pressure and to absorb it by the 3 components. The extremities will be released considerably
FOR YOUR HEALTH (Foot Contour)
The curvature of the spine and damaged discs are the consequences of missing shock absorption. Lengthy and complicated therapies follow, very often unsuccessful. Therefore the foot contour technology comes to good effect. The foam based polyurethane forming he lowest layer of the shoes adjusts according to the various shapes and sizes of feet. This is essential to get a complete fit of the shoes.
PERFUMED STRIPS
There is no need of adding powder daily to your shoes. It can get messy and the odor might not last long. The highly concentrated perfumed strips placed under the soles keep your shoes stink free. An easy solution created by AIRWALK®. A strip can last for around a month, if the shoes are used everyday. A pack of 20 strips is provided along with the shoes. These perfumed strips for air walk shoes can be bought at various outlets.
AIRWALK® wants to be known not only for its fashion and designs but also for keeping the health of the consumer in mind. Hence it is launching an innovative product for the first time in the Indian market called V-FITä.
A large percentage of shoes launched these days are comfort and / or fashion oriented. AIRWALK® not only offers comfort and enables you to make a fashion statement but takes care of your health too.
PRODUCT OVERVIEW
Get connected with your running experience. AIRWALK® has a sensor placed under the sole and comes with a portable digital indicator. The indicator keeps track of the distance covered and the speed at which you walk/run.
AIRWALK® shoes are cross training shoes.
Foam based foot contour. The foam which is made of polyurethane adjusts the lowest layer of the shoe by spreading itself according to the different shapes and sizes of feet to give it a complete snug and cushioned fit.
Thermoplastic polyurethane material is used which makes the shoes both strong and pliable.
Foam-blown polyurethane gives the shoes extra cushioning.
Polyurethane is a unique material that offers the elasticity of rubber combined with toughness and durability.
It uses Triple-Shock-Absorption technology which provides long term light weight cushioning.
Perfumed strips placed under the soles to keep your shoes and feet smelling fresh as ever.
Accessories
AIRWALK® comes with a small portable digital indicator which displays the distance covered (km) and the speed (kmph).
AIRWALK® also provides an armband to place the digital indicator.
To keep your shoes and feet smelling fresh, AIRWALK™ comes with 20 long lasting perfumed strips which can be placed under the soles.
DESCRIPTION OF PRODUCT FEATURES
GETTING CONNECTED WITH YOUR SHOES
AIRWALK® shoes have a sensor placed under the sole. The sensor runs on Bluetooth technology. Through this Bluetooth technology the sensor detects the digital indicator automatically and registers the distance covered and the speed.
TRIPLE SHOCK ABSORBTION TECHNOLOGY
DRY-TEC-PUR Insole
DRY-TEC-PUR insole for best climate control
Techno Gel
Techno gel-pad with excellent shock absorbing features.
Latex-Pad
Latex-pad, integrated in the PU-insole for a smooth step.
MAXIMUM SPREADING OF THE PRESSURE
Mainly in the heel area an enormous pressure arises, which will be led directly from the foot the spine and the joints. By the construction of the new Triple-Shock-Absorption it comes clear, how to block the pressure and to absorb it by the 3 components. The extremities will be released considerably
FOR YOUR HEALTH (Foot Contour)
The curvature of the spine and damaged discs are the consequences of missing shock absorption. Lengthy and complicated therapies follow, very often unsuccessful. Therefore the foot contour technology comes to good effect. The foam based polyurethane forming he lowest layer of the shoes adjusts according to the various shapes and sizes of feet. This is essential to get a complete fit of the shoes.
PERFUMED STRIPS
There is no need of adding powder daily to your shoes. It can get messy and the odor might not last long. The highly concentrated perfumed strips placed under the soles keep your shoes stink free. An easy solution created by AIRWALK®. A strip can last for around a month, if the shoes are used everyday. A pack of 20 strips is provided along with the shoes. These perfumed strips for air walk shoes can be bought at various outlets.
vikram chawla
Vikram Chawla
PRE-LAUNCH TECHNIQUES
TEASERS
We will put up hoardings in most of the parts of the city before launching the product that will create an excitement among the masses. Our hoardings will consist of a 3 part process.
Our first hoarding will be a full black hoarding with the sentence “GET CONNECTED WITH YOUR RUNNING EXPERIENCE” written in the middle.
Then we will be coming out with are second and final hoarding termed as “EVOLUTION OF MAN”.
And then the product will be launched in a big way to attract the attention of the people towards our product.
POSTERS
Under this method advertisements will be printed on a piece of paper and pasted on bus stops, on electronic signboards, street lamps with neon lights etc. It will be done in a very attractive and eye-catching way so as to capture the attention of the people.
INTERNET
Creating product awareness through internet on the existing site of AIRWALK®. We have launched a website (airwalk.com). Here our product and its features can be viewed. Online purchases can also be done.
RADIO
Radio can be directed to very specific audiences, it has a large out-of-home audience, has a low unit and production cost, is timely and can have geographic flexibility. Are product will be aired on Fever 104 FM, Radio Mirchi 98.3 FM, Radio One 94.3 FM.
BRAND LAUNCH
AIRWALK® will be hosting a launch party to open the first store in Mumbai. Our brand ambassador will be Robin Uthappa. A large screen will be set up at the venue. Robin would be shown running towards the store wearing sports gear and our products.
CONSUMER MAGAZINE
AIRWALK® print ads will be advertised in 3 magazines. Mens Health, Health and Fitness. These advertisements will also follow the pattern of our hoardings. The final advertisements will be as per our print-ads.
Strategies
PROMOTIONAL MEDIA
The various promotional medias used: -
ADVERTISING
TV-Advertisements
With the increase in channels on the television, each channel has got its own group of viewers. By selecting the right channel, we can target the right customers. We will advertise on music and sports channels of the respective regions, the reason being our target customers are sportsmen, and fashion lovers who act as regular viewers.
Print media
We would use this as a medium to promote our footwear in the leading magazines. We are sure that the consumer after reading the advertisement would instantly want to try out our product which we would make available at all leading retail shops. Print media allows selectivity by reaching the desired audience through magazines which have a huge readership base.
Hoardings
These will be setup at various locations depending upon the surrounding area and its population mass. The hoardings will be in the form of electronic signboards, visible and effective signboards, advertisement boards on the streetlights. These hoarding may vary in number due to the mass surrounding the region. They will be kept for the entire season.
Posters
Under this method of advertisement, details about the product will be printed on a piece of paper and pasted on the walls. It will be done in a very attractive way so as to capture the attention of the people
Radio ads
We would go on air with radio stations that would showcase the advertisements of our pro sport footwear. As it is mobile, the transistor that is used in almost every town becomes its greatest strength. This in turn would target the fashion lovers and create a sense of excitement within them.
Internet media
Internet as an advertising medium is an attractive proposition because of its wide acceptance world wide. Internet can facilitate direct marketing by putting direct response ads on the net. Generally banners that carry short messages are used on the net. We plan to facilitate e-shopping.
In- Store Promotions
We plan to use the point of purchase concept wherein we will attract the customers through
Glow-Sign
Banners
Hangings
Stickers
Packaging
Wobblers
TEASERS
We will put up hoardings in most of the parts of the city before launching the product that will create an excitement among the masses. Our hoardings will consist of a 3 part process.
Our first hoarding will be a full black hoarding with the sentence “GET CONNECTED WITH YOUR RUNNING EXPERIENCE” written in the middle.
Then we will be coming out with are second and final hoarding termed as “EVOLUTION OF MAN”.
And then the product will be launched in a big way to attract the attention of the people towards our product.
POSTERS
Under this method advertisements will be printed on a piece of paper and pasted on bus stops, on electronic signboards, street lamps with neon lights etc. It will be done in a very attractive and eye-catching way so as to capture the attention of the people.
INTERNET
Creating product awareness through internet on the existing site of AIRWALK®. We have launched a website (airwalk.com). Here our product and its features can be viewed. Online purchases can also be done.
RADIO
Radio can be directed to very specific audiences, it has a large out-of-home audience, has a low unit and production cost, is timely and can have geographic flexibility. Are product will be aired on Fever 104 FM, Radio Mirchi 98.3 FM, Radio One 94.3 FM.
BRAND LAUNCH
AIRWALK® will be hosting a launch party to open the first store in Mumbai. Our brand ambassador will be Robin Uthappa. A large screen will be set up at the venue. Robin would be shown running towards the store wearing sports gear and our products.
CONSUMER MAGAZINE
AIRWALK® print ads will be advertised in 3 magazines. Mens Health, Health and Fitness. These advertisements will also follow the pattern of our hoardings. The final advertisements will be as per our print-ads.
Strategies
PROMOTIONAL MEDIA
The various promotional medias used: -
ADVERTISING
TV-Advertisements
With the increase in channels on the television, each channel has got its own group of viewers. By selecting the right channel, we can target the right customers. We will advertise on music and sports channels of the respective regions, the reason being our target customers are sportsmen, and fashion lovers who act as regular viewers.
Print media
We would use this as a medium to promote our footwear in the leading magazines. We are sure that the consumer after reading the advertisement would instantly want to try out our product which we would make available at all leading retail shops. Print media allows selectivity by reaching the desired audience through magazines which have a huge readership base.
Hoardings
These will be setup at various locations depending upon the surrounding area and its population mass. The hoardings will be in the form of electronic signboards, visible and effective signboards, advertisement boards on the streetlights. These hoarding may vary in number due to the mass surrounding the region. They will be kept for the entire season.
Posters
Under this method of advertisement, details about the product will be printed on a piece of paper and pasted on the walls. It will be done in a very attractive way so as to capture the attention of the people
Radio ads
We would go on air with radio stations that would showcase the advertisements of our pro sport footwear. As it is mobile, the transistor that is used in almost every town becomes its greatest strength. This in turn would target the fashion lovers and create a sense of excitement within them.
Internet media
Internet as an advertising medium is an attractive proposition because of its wide acceptance world wide. Internet can facilitate direct marketing by putting direct response ads on the net. Generally banners that carry short messages are used on the net. We plan to facilitate e-shopping.
In- Store Promotions
We plan to use the point of purchase concept wherein we will attract the customers through
Glow-Sign
Banners
Hangings
Stickers
Packaging
Wobblers
vikram chawla
Vikram Chawla
COST ANALYSIS
The cost analysis of both the shoes shows the following:
Nike Men's Air Max 180 TR costs $ 99.99 that is approx. Rs.4500.
Also no additional add-ons are provided with the shoe. No warranties.
Vs.
A pair of Airwalk shoes will cost you Rs.3000.
A digital indicator will also be provided along with the shoe.
Perfume strips will also be provided.
Airwalk also has a promotional campaign:
It includes membership points.
SILVER MEMBERSHIP can be bought with 2 pairs of shoes. Along with that one dry- clean session for your shoe will be done. Discount coupons will also be provided to buy perfumed strips in the future.
GOLD MEMBERSHIP includes 2 dry clean sessions and a 1 year warranty for your digital indicator. It also gives you a 15% discount on perfumed strips.
The cost analysis of both the shoes shows the following:
Nike Men's Air Max 180 TR costs $ 99.99 that is approx. Rs.4500.
Also no additional add-ons are provided with the shoe. No warranties.
Vs.
A pair of Airwalk shoes will cost you Rs.3000.
A digital indicator will also be provided along with the shoe.
Perfume strips will also be provided.
Airwalk also has a promotional campaign:
It includes membership points.
SILVER MEMBERSHIP can be bought with 2 pairs of shoes. Along with that one dry- clean session for your shoe will be done. Discount coupons will also be provided to buy perfumed strips in the future.
GOLD MEMBERSHIP includes 2 dry clean sessions and a 1 year warranty for your digital indicator. It also gives you a 15% discount on perfumed strips.
vikram chawla
Vikram Chawla
SEGMENTING TARGETING POSITIONING
SEGMENTING
There is no single way to segment the market. A marketer has to try different segmentation variables, alone or in combination, to find the best way to view the market structure.
GEOGRAPHIC SEGMENTATION
Calls for dividing the market into different geographical units such as nations, regions, states, countries, cities or even neighborhoods.
Initially we are launching our product in METRO CITIES LIKE: - Mumbai, Bangalore, New Delhi, Chennai, Kolkata and other important cities.
DEMOGRAPHIC
Demographic factors are the most popular bases for segmentation customers group. One reason is that consumer needs, wants, and usage rates often vary closely with demographic variables.
AGE 15– 60
GENDER Male and Female
SOCIAL CLASS Upper-Middle class and Upper class.
PSYCHOGRAPHIC
Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality characteristics.
LIFESTYLE- Outdoors Oriented.
BEHAVIORAL
Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product.
OCCASIONS Regular occasion
BENEFITS Quality, comfortable, style
TARGETING
After analyzing the various market segments the company must now decide to which and how many segments it will target.
AGE 15 years-60 years
GENDER Male and female
LIFE CYCLE Sports personality, youngsters, married, unmarried
OCCUPATION Sportsman, students, fashion oriented people, adventurous
SOCIAL CLASS Upper middle class, upper class
POSITIONING
Positioning starts with a product. Positioning is not what you do to a product, a piece of merchandise, a service, a company, an institution or even a person but positioning is what you do to a mind of prospect.
The quality of the products, priced charged, methods of distribution, image, communication tactics and other factors create positioning.
We position our product on the basis of style, comfort and luxurious product.
The type of positioning used by us is double benefit positioning:
Complete fitness
Odor free
SEGMENTING
There is no single way to segment the market. A marketer has to try different segmentation variables, alone or in combination, to find the best way to view the market structure.
GEOGRAPHIC SEGMENTATION
Calls for dividing the market into different geographical units such as nations, regions, states, countries, cities or even neighborhoods.
Initially we are launching our product in METRO CITIES LIKE: - Mumbai, Bangalore, New Delhi, Chennai, Kolkata and other important cities.
DEMOGRAPHIC
Demographic factors are the most popular bases for segmentation customers group. One reason is that consumer needs, wants, and usage rates often vary closely with demographic variables.
AGE 15– 60
GENDER Male and Female
SOCIAL CLASS Upper-Middle class and Upper class.
PSYCHOGRAPHIC
Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality characteristics.
LIFESTYLE- Outdoors Oriented.
BEHAVIORAL
Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product.
OCCASIONS Regular occasion
BENEFITS Quality, comfortable, style
TARGETING
After analyzing the various market segments the company must now decide to which and how many segments it will target.
AGE 15 years-60 years
GENDER Male and female
LIFE CYCLE Sports personality, youngsters, married, unmarried
OCCUPATION Sportsman, students, fashion oriented people, adventurous
SOCIAL CLASS Upper middle class, upper class
POSITIONING
Positioning starts with a product. Positioning is not what you do to a product, a piece of merchandise, a service, a company, an institution or even a person but positioning is what you do to a mind of prospect.
The quality of the products, priced charged, methods of distribution, image, communication tactics and other factors create positioning.
We position our product on the basis of style, comfort and luxurious product.
The type of positioning used by us is double benefit positioning:
Complete fitness
Odor free
vikram chawla
Vikram Chawla
SWOT ANALYSIS
STRENGTH
Result oriented approach.
The brand is going to be well accepted in the country.
Quality and Comfort.
Perfume strips. (launched for the first time)
WEAKNESS
Lack of experience in this field.
We may be unable to achieve projected sales.
Varied consumer preference.
OPPORTUNITY
The market is always open for innovation.
Participation within a growing market.
High penetration levels.
The large increase in customer base that follows with the acceptance of the product by one customer.
Changing needs of customers.
Innovation according to the changing preferences of the new generation.
THREAT
Existing players in the market.
Change in consumer preferences.
Change in government policies
STRENGTH
Result oriented approach.
The brand is going to be well accepted in the country.
Quality and Comfort.
Perfume strips. (launched for the first time)
WEAKNESS
Lack of experience in this field.
We may be unable to achieve projected sales.
Varied consumer preference.
OPPORTUNITY
The market is always open for innovation.
Participation within a growing market.
High penetration levels.
The large increase in customer base that follows with the acceptance of the product by one customer.
Changing needs of customers.
Innovation according to the changing preferences of the new generation.
THREAT
Existing players in the market.
Change in consumer preferences.
Change in government policies
vikram chawla
Vikram Chawla
SWOT ANALYSIS
STRENGTH
Result oriented approach.
The brand is going to be well accepted in the country.
Quality and Comfort.
Perfume strips. (launched for the first time)
WEAKNESS
Lack of experience in this field.
We may be unable to achieve projected sales.
Varied consumer preference.
OPPORTUNITY
The market is always open for innovation.
Participation within a growing market.
High penetration levels.
The large increase in customer base that follows with the acceptance of the product by one customer.
Changing needs of customers.
Innovation according to the changing preferences of the new generation.
THREAT
Existing players in the market.
Change in consumer preferences.
Change in government policies
STRENGTH
Result oriented approach.
The brand is going to be well accepted in the country.
Quality and Comfort.
Perfume strips. (launched for the first time)
WEAKNESS
Lack of experience in this field.
We may be unable to achieve projected sales.
Varied consumer preference.
OPPORTUNITY
The market is always open for innovation.
Participation within a growing market.
High penetration levels.
The large increase in customer base that follows with the acceptance of the product by one customer.
Changing needs of customers.
Innovation according to the changing preferences of the new generation.
THREAT
Existing players in the market.
Change in consumer preferences.
Change in government policies
santoshrao252
New member
dude u r from which college.
plz reply soon
plz reply soon
abhishreshthaa
Abhijeet S
hey santosh,
vikram has mentioned in his profile about his college, you can check his profile.
he is from LALA LAJPATRAI INSTITUTE OF MANAGEMENT.
well santosh if any queries feel free to ask ok,.
vikram has mentioned in his profile about his college, you can check his profile.
he is from LALA LAJPATRAI INSTITUTE OF MANAGEMENT.
well santosh if any queries feel free to ask ok,.