branding adventure sports gear of indian origin

Submitted by:Pranav Nijhawan – B05

Rewant Lokesh – B10Shashank Tripathi – B27Shaurya Chauhan – B41

Ashish Behera – B57Varun Khare – B62

BRAND LAUNCH OF

Brand VisionDefying the most extreme natural conditions and helping mankind live their wildest dreams.

Experience more everytime you explore

Brand Mission


To promote adventure sports by offering high quality and eco friendly range of adventure sports gears and equipments .We strive to be the leaders in our industry through innovation and preservation.

KAFNI• Brand name KAFNI is Inspired from the glacier located in Kumaon

Himalaya

• As KAFNI glacier is the source for river and is situated at the top, this shows the range of products we offer

• KAFNI also holds the essence of “country of origin”

• The location also signifies our area expertise i.e. “mountaineering gear”

• Also KAFNI glacier is adopted by the organization Experience more everytime you explore

Logo


• First appearance of the logo shows a man wearing a gear, which signifies our area of business• The second prominent color in our logo is blue which signifies

• Inner security and confidence.• Reliable and responsible.• At the same time blue is persistent and determined to succeed in whichever

endeavors it pursues.• You can rely on it to take control and do the right thing in difficult times.

• The Orange color relates to gut reaction or gut instincts• Black signifies Mystery, Power, Control and Safety• Yellow inspires original thoughts and inquisitiveness • Logo also contains a image of “glacier” which signifies “place of origin”• Double line signifies attitude

Brand Launch


LAUNCH

• We will tie up with “NAT Geo” or “Discovery” to organize adventure sports competition which will be telecasted Live on Television and YouTube

• Winner of that competition will participate in paragliding world cup’15

• Winner will also be our brand ambassador for next 2 years @ cost of Rs.500,000/-

• Company will be the official gear sponsor for Paragliding World Cup’15

• Company has adopted KAFNI glacier and works towards preservation of nature

STP of Branding


• Segmentation• Psychographic

• Who seek adventure and Thrill

• Demographics• Between age of 18-35• Sex: Male• Family Income:Rs.8

LPA • Benefits/

Functional:• Who are safety and

Quality conscious• Who look for complete

solution

• Positioning• What For:

Benefits of the Products like comfort, safety and Quality.

• Whom For: Adventure seeking enthusiast

• What: Specific features of our products

• Maslow Hierarchy• Self actualization

Tagline


• Experience more signifies the benefits users will experience

• Every-time you explore signifies creating impulse in the mind of the consumers for exploring again and again

• The whole tagline signifies the philosophy of the organization and helps in psychographic segmentation

Brand Personality•Spirited

Experience more: As the statement suggests we want to appeal to the free spirited, daring and imaginative aspect of the brand personality.

•Ruggedness

every time you explore: The word explore it self speaks about the aspect of being outdoorsy and tough

Experience more every time you explore

Product Line


Camping & Hiking

Sleeping Bags

Backpacks & Bags

Shoes

Camping Accessories

Tents

Expedition Suits

Rescue Devices

Cookware

Lighting

Market Summary• The Adventure sports market remains a relatively small market• Industry estimates peg it at no more than Rs 500-600 crore(Adventure

Sports Market).• Decathlon, Woodland and Wildcraft are major players.• Decathlon’s flagship adventure gear brand is call Quechua • Adventure sports gear sold by Woodland and Wildcraft are sold under

the firm name itself• Foreign brands like CAT, Merrel and Huckfinn booming online retail

market to build their brand in India.


Market Summary• Woodland has an 80-85 per cent share in adventure footwear.• Woodland is targeting a revenue of up to Rs 800 crore in the next

three to five years from adventure sports gear concept super stores• Wildcraft has grown from revenues of Rs 1 crore to over Rs 40

crore in seven years. • Wildcraft plans to triple its manufacturing capacity and expand its

retail reach.• Wildcraft Sales - 15-16 per cent from the online market, 25 per

cent from exclusive brand outlets.


Print Ad


Print Media Ad• Print media ad Reach: Adventure sports magazine

like The Outdoor Journal• Saturday Edition of ET, Times Ascent, Saturday edition of

Business standard.• Significance• Men seeking to achieve the state of self actualization• Wearing smart gear to showcase the experience• Provokes the consumer to seek thrill and dare more• Capture the wide range of products• Ad does not give much info about the benefits of the products

but mentions the online presence• Asks to follow us online to create the online brand community


ThanksAny Questions?