Presented By: Syed AkeelMuhammad Ahsan Akram

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.

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.

ADIDAS launches front runner in Pakistan.

The product, a cross training sports shoe will be sold under the brand name FRONTRUNNER(Roadrunner agr rkhna hai to ye b dkh ly).

They come under the category of consumer goods for fitness and health.

The basic idea behind launching this product is to help out in making calculated and well monitor workouts.

An idea of freshness as with shoes customer will be provided with 20 perfumed strips that make you to feel fresh even after using the shoe for long hours.

To become the best sports brand in the world.

To that end, never equate quantity with quality.

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

- 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.-

Chances of idea of product being copied.- Change in consumer preferences.

Availability of abundant raw material base

Large domestic market and

T

he opportunity to cater to world markets

1. CategoryMen’s Shoes - 45 % Ladies shoes- 40 % Kids shoes - 15%

FRONTRUNNER 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.

Foam based foot contour

The foam which is made of polyurethane that 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.

FRONTRUNNER provides an armband to place the digital indicator.

FRONTRUNNER comes with a small portable digital indicator which displays the distance covered (km) and the speed (km/ph).

MAXIMUM SPREADING OF THE PRESSUREM

ainly in the heel area an enormous pressure arises, which will be led directly from the foot the spine and the joints.

The new Triple-Shock-Absorption, blocks the pressure and absorbs it by the 3 components.

The extremities will be released considerably.

Segmenting Variables

Geographic

Country-Pakistan

Region-Metropolitan cities and cosmopolitan cities

(Lahore, Karachi, Islamabad,and other important cities.)

Demographic:

Age - 15-60

Gender - Male, female

Occupation - College going youth and working population

Social Class - Upper-Middle class and Upper class.

PSYCHOGRAPHICPsychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality characteristics.

LIFESTYLE

Outdoors Oriented.

Behavioral:

Occasions: Regular and special occasions

Benefits : Convenient and economical

A

ttitude towards product: Enthusiastic

Targeting strategy or targeting is the selection of the customers you wish to serve.

The decisions involved in targeting strategy include:•Which segments to target?•How many products to offer?•Which products to offer in which segments?

AGE -15 years-60 years

GENDER -Male and female

LIFE CYCLE - Sports personality, youngsters, married, unmarried

O

CCUPATION -Sportsman, students, adventurous

SOCIAL CLASS Upper middle class, upper class

Market positioning means the process by which marketers try to create an image or identify in the minds of their target market for its product, brand, or organization.

The type of positioning used by us is double benefit positioning:-Complete monitored fitness-Odor free

The price is the amount a customer pays for the product.

Price is the only revenue generating element amongst the 4ps, the rest being cost centers.

PRICING OBJECTIVE-

-To Maximize Profits

-To Meet a Specific Target Return on Investment

-To Achieve a Target Sales Level

-To Maintain or Enhance Market Share

-To Meet or Prevent Competition

PARTICULARS COST PER PIECE

RAW MATERIAL & LABOUR Rs 850

BLUTOOTH INSTRUMENT Rs 625

WRIST BAND Rs 350

SHOCK ABSORPTION TECHONOLOGY

Rs 225

USB Kit Rs 145

PERFUMED STRIPS Rs180

PACKGING Rs 35

TOTAL Rs 2410

Market skimming

 T

he practice of ‘price skimming’ involves charging a relatively high price for a short time where a new, innovative, or much-improved product is launched into the market.

PRICE RANGE- RS4999 onwards

We are planning to launch FRONTRUNNER in exclusive outlets located in the Major cities as well as also through the Adidas exclusive outlets in order to minimize risk and initial expenses.

 

TV Adds

Print Media

Hoardings

Posters

Radio Adds

Internet Adds

Collaborating with health and sports clubs.

Sponsoring sports activities