TATA CAPITAL

MARKETING STRATEGY
PROJECT
TO IDENTIFY THE MARKET
FEASIBILITY OF A NEW
KIDSWEAR BRAND

A Presentation

AGENDA
Introduction
Branding & Positioning
Distribution Strategies
Communication and customer engagement
strategy
Merchandising Strategy

COMPETITORS

INTRODUCTION

INDUSTRY OVERVIEW
Market for kids apparel is the fastest growing
industry in the india ~ 17% in 2009
Top ten global markets - US$131.5billion
A huge volume of kids apparel in India is being
dominated by local and unorganized players.

KidsOrganized

MARKET SIZE AND GROWTH

The volume of market share of kids apparels in the total apparel
market is at 24.9%, as against a 15% share in 2005
Urban kids apparel market comprises about 60% of the total
kidswear market.
30% of the countrys population is below 15 years of age.

Market Share

Kidswear
Menswear

40%

Womenswear

25%

35%

Technopark Apparel Report, 2009

MARKET SIZE AND GROWTH

Total kidswear market in India is currently valued at

approximately Rs 38,000
This segment, which is split into kidswear and' school uniforms is
expected to reach Rs 58,000 crore by 2014
Industry players further predict that the market is set to grow by
12% annually and reach its peak by 2012

Technopark Apparel Report, 2009

MARKET SIZE AND GROWTH

The average annual expenditure on kidswear is

approximately Rs. 3, 857.
Cotton is the most preferred material due to its
non-allergic, comfortable, and easy caring virtues

Fibre2Fashion Apparel Report,

FINDINGS OF THE SURVEY

Retailers Survey

AREA OF SURVEY

29

10
6
2
FC ROAD

JM ROAD

KOTHRUD

KARVE NAGAR

CUSTOMER PREFERENCE TO BUY A

PARTICULAR BRAND
23
16

7
1

BUYING DECISION 0-2 YEARS

44

2
mother

father

1
child
0

NA

BUYING DECISION 3-8 YEARS

35

mother

father

4
child

2
na

BUYING DECISION 9-12 YEARS

31

mother

father

child

BUYING DECISION 13-16 YEARS

42

mother

father

child

WILLINGNESS TO PAY PREMIUM FOR

THE BRAND
Yes

53%

No

47%

ANY SPECIFIC BRAND

DEMANDED BY CUSTOMERS?
17

17

7
4
2
Always

Sometimes

Never

Often

Others

FINDINGS OF THE SURVEY

Customer Survey

AGE DISTRIBUTION

31
28

26

16

<2

15

3--5

6--8

9--12

13-16

GENDER DISTRIBUTION
FEMALE

53%

MALE

47%

BRAND PREFERENCE

49

32

17

18

Always

never

Often

Sometimes

CHOICE OF BRAND

47

53

14

PRICE
37

LOOK, STYLE, FEEL

51

68

13

35

13

6
0

AVAILABILITY AT YOUR FAVORITE STORE

45

26

PRESUURE FROM CHILD

51

32
10

32

25
4

BRANDING & POSITIONING

Celebrate the joy of being young

BRANDING AND POSITIONING

Represent people of all shapes and sizes in the

world.
Tender and soft.
Grow everywhere or so it seems and are very
adaptable.
Spring up everywhere overnight that is grow and
spread very fast.

LOGO
Blue conveys importance and confidence.
Blue is also seen as trustworthy, dependable and
committed.
Brown says stability, reliability, and
approachability. It is the color of our earth and is
associated with all things natural or organic.

TAGLINE
Celebrate the joy of being young
We give young ones reason to celebrate.
Making it joyful through an amazing shopping
experience.

KIDSWEAR MARKET SEGMENTATION:

The market for kids wear is classified as follows:
Infants (0 - 6 months)
Toddlers (7 months - 2 years)
Kids (3 - 8 Years)
Pre-teens (9 - 12 Years)
Teens (13-19 years)

TARGET MARKET SEGMENT

Geographic:

East, West, North and South starting from Pune

Demographic:

Age: 3-14 years

Gender: Male and Female.

Psychographic:

SEC: B/ C comprising of middle class and upper middle class.

Behavioural:

People who are trendy, fashionable, wants best and latest in kids
wear but price sensitive.

POSITIONING STATEMENT
We position our self as a mid market and mass
market kids wear brand for the customers who
seek value for money in every purchase they
make that is a high benefit to cost ratio.
We provide a ladder to those people who are eager
to switch from lower segment to medium segment
products of superior quality but at affordable
price range.

POSITIONING MAP

QUALITY

High

Mushrooms

Medium

Low
Low

Medium

PRICE

High

UNIQUE SELLING PROPOSITION

Our garments maintain shape and colour after
multiple washes.
AZO free finish for environment friendliness.
We try to make our quality services and products
available to everyone who desire to experience the
privilege.

Accessories
Mushrooms My space.

UNIQUE SELLING PROPOSITION

Our store and collection concept gels well with
the modernistic cheerful, trendy, independent,
creative, colorful children characters.
We diligently select the designs that determine
the world trends in line with the needs and
demands of ages 3-14.
For best occasions or a day of creative play,
we let parents and children fluently create
the perfect outfit for any style, any reason at
affordable prices.

COMPETITOR ANALYSIS
COMPETITOR BRAND TARGET GROUP

PRICE RANGE

POSITIONING

SHOPPERS STOP

Rs 299- Rs 5000

Middle

0-16 years

and

premium

and

premium

segment
LILLIPUT

0-11 Years

Rs 349- Rs 1799

Middle
segment

RUFF KIDS

4-16 Years

Rs 600 onwards

Premium segment

ZAPP (RAYMONDS)

0-11 Years

Rs 299- Rs 1399

Middle and premium

segment

CATMOSS

0-16 Years

Rs 345 onwards

Middle

and

premium

segment
GINI & JONY

0-16 Years

UNITED COLOURS OF 1-12 Years

Rs 600- Rs 2500+

Premium segment

Rs 999- Rs 3999

Premium segment

Rs 349- Rs 1799

Middle

BENETTON
WEEKENDER

2-12 Years

segment

and

Premium

PRICING STRATEGIES
BRAND

PRODUCT

MUSHROOMS

RANGE
Tops

PRICE RANGE

SIZES AVAILABLE

249-999

Regular, occasional, party

XS/S/M/L/XL/XXL

249-999

wear
Regular, occasional, party

XS/S/M/L/XL/XXL

249-999

wear
Regular, occasional, party

XS/S/M/L/XL/XXL

Capris

299-799

wear
Regular

XS/S/M/L/XL/XXL

Cotton Trousers

349-799

Regular

S/M/L/XL/XXL

Denim Jeans

699-999

Denims

S/M/L/XL/XXL

T-Shirts

249-699

Regular, Occasional

XS/S/M/L/XL/XXL

Shirts

249-999

Regular, occasional, party

XS/S/M/L/XL/XXL

Cotton trousers

499-799

wear
Regular

S/M/L/XL/XXL

Denim jeans

699-999

Denims

S/M/L/XL/XXL

Capris

299-799

Regular

XS/S/M/L/XL/XXL

Girls
Skirts
Frocks

MUSHROOMS

PRODUCT CLASS

Boys

DISTRIBUTION
STRATEGIES

EXCLUSIVE BRAND OUTLETS (EBO)

Mushroom distributers, our subsidiary manages

all our EBO.

S. No.

Zone

No. Of EBOs

North

South

West

East

Central

Total

11

MULTI BRAND OUTLETS (MBO)

MBO are stores that house apparels from

multiple brands.

S. No.

Zone

No. Of

No. Of MBOs

Distributors
1

North

South

West

East

Central

10

27

Total

SHOP-IN-SHOPS (SIS)

These stores are located in large format stores

S. No.

Zone

No. Of SISs

North

South

12

West

12

East

Central

Total

44

OVERALL

We also intend to Open more EBOs and Factory

second Outlets.
North

South

West

East

Central Total

EBOs

11

MBOs

27

SISs

12

12

44

Total

16

24

21

14

82

TARGET CITIES

North

Delhi

NCR
Chandigarh

East

Kolkata

Bhubaneswar

Central
Indore

South
Bangalore
Chennai
Hyderabad
West
Mumbai ,
Pune
Ahmadabad.

Warehouse
Nasik
Bhubaneswar
Ludhiana
Chennai

Procurement Centre
Ludhiana
Coimbatore

NETWORK

Procurement Centre
Target Cities
Warehouse

CHANNEL PROMOTIONAL
SCHEME

EBO - Sales Person Promotions

100-120%

Earning per months

Fixed :9000
Commision:50 INR per
500 INR Sale

Value Achievement
120%> &&
<150%
Fixed : 2500
Commision:7
5 INR per
500 INR Sale

>150%

Fixed :3000
Commision:125 INR per 500
INR Sale

MBO/SIS Promotion

MERCHANDISING
STRATEGY

Type of Buying

Types of Sources

Source Selection

COMMUNICATION &
CUSTOMER ENGAGEMENT
STRATEGY

ADVERTISING MESSAGE - APPEAL

Objective: Break through the clutter

ADVERTISING MESSAGE
VALUE PROPOSITION STATEMENT
Rational Benefits
High Quality
Value For Money

Our brand aims to infuse a sense of

excitement and touch the hearts of children
between 3 and 14 years of age by providing
high quality apparels at a reasonable price.

CREATING BUZZ MARKETING

CAMPAIGN
Teaser Campaign

MEDIA PLAN

Hoardings
Print
TV

PRINT MEDIA
First Week & Second Week
Market

Edition

Ad type

Size

Rate

Cost

Mumbai

Mumbai Times

Page 2/half

32.9

25

823

619

509437

DELHI

Delhi Times

Page 2/half

32.9

25

823

477

392571

Bangalore

Bangalore Times

Page 2/half

32.9

25

823

428

352244

Pune

Pune Times

Page 2/half

32.9

25

823

430

353890

Ahmedabad

Ahmedabad Times

Page 2/half

32.9

25

823

60

49380

Nashik

Nashik Times

Page 2/half

32.9

25

823

39

32097

Nagpur

Nagpur Times

Page 2/half

32.9

25

823

55

45265

Chandigarh

Chandigarh Times

Page 2/half

32.9

25

823

30

24690

Bhubaneshwar

Bhubaneshwar
Times

Page 2/half

32.9

25

823

27

22221

Chennai

Chennai Times

Page 2/half

32.9

25

823

100

82300

Total

1864095

PRINT MEDIA
Third Week & Fourth Week
Market

Edition

Ad type

Size

Rate

Cost

Mumbai

Mumbai Times

Page 2/half

32.9

25

410

619

253790

DELHI

Delhi Times

Page 2/half

32.9

25

410

477

195570

Bangalore

Bangalore Times

Page 2/half

32.9

25

410

428

175480

Pune

Pune Times

Page 2/half

32.9

25

410

430

176300

Ahmedabad

Ahmedabad Times

Page 2/half

32.9

25

410

60

24600

Nashik

Nashik Times

Page 2/half

32.9

25

410

39

15990

Nagpur

Nagpur Times

Page 2/half

32.9

25

410

55

22550

Chandigarh

Chandigarh Times

Page 2/half

32.9

25

410

30

12300

Bhubaneshwar

Bhubaneshwar
Times

Page 2/half

32.9

25

410

27

11070

Chennai

Chennai Times

Page 2/half

32.9

25

410

100

41000

Total

928650

HOARDINGS & TV
Hoardings
5 hoardings in 10 cities for a month
Cost per hoarding = Rs 1,00,000
Total Cost = Rs 10,00,000
TV
60 Spots of 10 seconds for a month
Saregama Lil Champs, Boogie Woogie
Cartoon Channels
Cost per Spot : Rs 3,00,000
Estimated Cost: Rs 18,00,000

&

IN STORE DISPLAYS/VISUAL
MERCHANDIZING

EBOs
Graffiti

on walls
Trial Rooms in shape of
a mushroom
Day Care Centre
Monkey climb
Mini swing
Sloping ladder
Set of Mini Games

MBOs/SHOP
IN SHOPS
Hangers to be
made in shape
of different
animals, boys
and girls
Posters for kids
Mascot at the
entrance

VISUAL MERCHANDIZING
Attractive Window display
In store Communication
4 Way Racks/ Shelf Display
Child Mannequins

Toys,

fancy colors, stylish wardrobe

Colors and lights to be used of different kinds

DIRECT & TARGET MARKETING

STRATEGY
Partnerships with Nurseries, Primary and
Secondary Schools for events
Partnering with Reality shows for kids
Channels

Cartoon

Network
Nickelodeon
Pogo
Disney

CRM INITIATIVES

Kids of the Week Contest

Photo of kid to be put on the website
Gift hamper for kid

User friendly Website

Cool Zone for kids
Contests
Grievances/Suggestions

Customer Information Database

New schemes & offers
Birthday Wishes

Loyalty Programs
Cool Membership Card
Point based program

Questions

THANK YOU
BY
TEAM STALWARTS