phire09 project part 2
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Second part of document phire 09
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Brand nameis for better reorganization & to make it peculiarwith the company launching. It also turns product exclusive & give
rise to brand loyalty. The Brand name we suggest for our brand is
Phire09, under seasonal launch name Spring Flow.
Quality:takes in present color shades in eternally youthful textile(DENIM) perfect blend of cotton linen or wool.
Safety:aspire to gain our clients, confidence by paying attention tothe finest detail of each and every product & make it durable and
safe.
Packaging:as it symbolize the feeling with which brand isstepping in to the market, Phire09 is outspreading joviality and
cheerfulness with its chromatic and variegated packaging.
Warranty:Each item we manufacture carries a one-monthwarranty, which covers actual defects in materials or workmanship
Re airs and Support:if the garment is found to be defective
under the terms of our warranty, it will be replaced or will berefunded with a letter ofexplanation.
Accessories and services:all kind of extensive inventory(trimmings, hem, buttons) on our product are of highly quality
material whether of metallic or synthetic.
Design and size:providing the whole size range gratify theselected segments, designs we offering, the most stylish pieces of
trends, that really count now and further, providing different
styles in tops, bags, accessories & in denim for the most havesand the newest trends.
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Skim prices::charging a relatively high
price for the first few months as a new,innovative, or much-improved product is
launched onto a market, in order tobuild a
high-quality image.
Competition based prices:As it doesdepend and related with raw material
prices, we may landed with competition
based price at product maturity stage
Market oriented prices: we do notfollow market oriented pricing approach,
claiming our product as of excellence
indication.
Peak& Off PeakPrices:will use peakpricing strategy earlier than unveiling
seasonal launches & decide about off peak
pricing, after observing response of buyers
and off course before new style line ram to
outlets.
Special offer pricing: on festiveoccasions the brand pricing strategy slightly
change with customer deals name cheery
deals comprises relatively moderate prices
with full flashed clothing package.
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Suggested retail price: we categorize our retail prices withtheproducts we offer tops 250- 599, pair of jeans 600-1200,
accesories150-1099, bags 299-2599.
Volume discounts:As the brand recently will get launch,accept volume pricing when brand reach to growth stage.
Wholesale pricing:we dont have that big distribution
channel, have our own outlets, so wholesale pricing markup notincluded in retail price.
Cash andearly payment discounts:give privilege lowprices to costumers buy product at the very first.
Seasonal pricing:prices are adjusted based on seasonaldemands. Set high during periods of high demand and lowered as
seasonal demand drops off to clear inventory to make room for the
current season's products.
Price flexibility:Phire09 is an exclusive brand so we just proposefixed price, no price flexibility.
Profitability:Brand profitability is based on the skimming pricing
strategy, pricing phases over time to generate profits.
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Distribution channels:Phire09 hasits own establish distribution channel
which augment deliver its offerings to
valuable customers.
Marketcoverage: (exclusive
distribution), Phire09 has exclusivedistribution, that have few own retailers
to shop.
Specificchannelmembers:list donot comprise of many, Phire09s channel
member is Denim Pakistan, and the
brand itself a retail for their authentic
goods.Warehousing & Distribution
centers:the brand will operate with theexisting warehouse, Denim posses
Inventorymanagement: Brand has efficient inventorymanagement system to control the market setup, for better
sales forecasting, sales and operation.
Transportation:Its requisite for the brands, be in possessionof their exclusive retailer stores, hold their own transportation
facility, brand initially has three low loader vans.
Outlet location:PHIRE 09 launch with the impression fashionfor all, description of segment given above, so we set of three
outlets, one in posh area while other two at the citys central
market
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Sales territories:Territories based
number of criteria,
divided into two, outlet
one in luxurious area
cause of driving
distance, lead
distribution, second at
central market on basis
o sales customer
Online stores:As people especially females
more likely to shop on- line
Phire09 launched Its on line
shopping web site, so could more
people avail our service
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Promotional strategy:push & pull;brand decided using both strategies side
by side increase force and trade
promotion activities & advertisement
efforts.
CelebrityendorsementPhire09 extract most amazing idea,
brand choose, Brats, be the brand
ambassadors,
brats are the girls have
courage to be in the leadand yet stylish. We focused on
Other celeb like the best stylish
Personality of 2009 Kristin Stewart &
other teen female rockers like Hilary
Duff, Miley Cyrus &Ashlee Simpson.
Sales promotions:settle on to
publicize brand through salespromotion by presenting incentives
and distributing merchandise to
buyers or giveaways. Token exchange, cash in a
bucket, money off vouchers, combination offers like
cosmetic brands andPhire09.
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Publicrelations &publicity: brandsupport marketing
public
relations by hosting
dealers meeting
quarterly and providing
privilege club member
cards. Throwing parties
on new product
t lunch, Co operate
public relation,
Communication, CSR,
Media are also be the
tools, brand, take them
along, Except phire09.
Direct marketing
(Telemarketing, direct
mail) External
communication
(Estimate calculator,helpline, online
consultancy)
color world providing
you the experience of
being fashionable
are the additional
things that brand will
soon get acquired to
make teens stylish,
trendy & drive them
smartly crazy!
Personal
selling:In hereface to face is
the mostcommon tactic
to follow, but
Phire09 steps in
with new energy
so fashion shows
& gifts & sales
force are
approaches to
act upon
Advertisement:TV, radio, poster, newspaper, internet, magazines, public transport,
electronic ads, magazine shows, are the
mediums, brand willing to use, for placing
promotional content.
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Type ofpromotion
Name ofsource
How often Cost ofeach
Total
Logo
development Graphic plus Once at start
up
300 Rs300
Newspapers Dawn and
Jang
Weekly for 6
months
5000 Rs 5000
Business
cardsOnce per year 500 Rs 500
Radio spot FM radio of
Pakistan
Once at start
up
5000 Rs 5000
Board signs Once at start
up
10,000 Rs 10,000
Magazines She
magazine
Weekly 5000 Rs 5000
Direct mail Me
100
letters/quarters 2000 Rs 2000
Total Rs 27,800
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To make aware about our product we approach to adopt
something different and new, as we have seen in much
advance markets globally renown, they go with the stream
style to create awareness among people about their productschanges with the variable change in technology, this task also
set us with a bit difficulty that the people first accept that the
fashion we designed for them , according to their culture and
values, we come with the complete range of styles, for that we
start with publishing flyers, later on when we get the feel that
people are curious to see something new in the market to
dress them with the colors of life. Then we on air offer digital
adds before a month we will be available in the markets. Thebiggest plan we have, will exhibit on day we inaugurate the
outlet with the name Phire09, we decided to make that
precious moment a event for others by setting flat screen
panels in the mall, and decorate mall with the multihued
banners and colures of phire09. Last but not least, we have
some surprising planning that will be reveal on the day on
launching.
The first launch of the brand will come in spring under the
name PINK FLOW The designs will relate to the season the
color scheme we pick comprise of pink, yellows, light greens
and the fabric will light for summers and springs. The foot
wears range will hold open flat designs. Second seasonal
launch will come in near autumns with bright colors and fabricwill be denim and woolen is not decided yet.
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We had the feeling behind the launch is to make our brand as
a teens brand. Teens are more likely inspired be the celebrities
like Top models, super stars & some cartoon top stars. Thepersonality for our brand ambasstor must be personal or the
models that perfectly depict the sensation of the personality go
with the brand so we choose BRATZ be our brand
represented. We choose bratz due to the fact that the bratz
girls are the pure ambitious girls they are friends, students and
having qualities to be acknowledged in society for their helping
deeds firm and stylish personalities.
The strategy to penetrate in market is first associate
with our plan to establish our outlets in two segments one
in posh market and other in the central market. Along with
that we plan to make our dress up deals more tempting by
offering premiums to our customer like any gift look good withwhat they pay for, these incentive will surly let them come
back, also we will offer full flashed look they looking for. We
will also set end-sales at the end of the season for the new line
of products.
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What sprit behind PHIRE09 launch?
Phire09 brings teen sensation , which meet the terms to dress
the drafted segment in according to their desires but also
boost the feel that the dress they are wearing, lead to high self
reliance and more self confidence.
What is continuous improvement?
Quality methods as it mentioned
earlier brands positioning is done on
Quality over pricing, Phire09 team
will tend to adopt better quality
providing technologies.What Phire09 has to achieve in
near future?
After observing the launching
campaign and analysis its result the
next step brand decided to move
ahead is to launch our brand
globally, with vigor and with
dynamism in our creativeness.
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Why should you satisfy the supplier?
Brand Phire09 must look to satisfy their external suppliers by
providing them with clear instructions and requirements and
then paying them fairly and on time. So, the product reaches to
their destiny safely.
Why its basicto, Get better work?
Brand try to keep the productivity level and distribution level
always high by taking steps in regarding segments.
Why to, Empower workers?
At the outset brands make an effort to turn out to be expert,
in terms of knowledge, brand strategies and plans by giving
opportunities to its worker to go for extra programs and
workshops introducing additional technologies in regarding
fields.
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Where phire09 starts its production?As, phire 09 is the brand under the umberalla of known brand
Denim Pakistan, so initially Phire 09 producing, storing
anddistributing its creations from the existing place where
Denim Pakistans setup unit is positioned.
Where phire09 located its specialized outlets?
It is brifely portray in price segment of marketing mix, that the
brand pricing is placed on skimming strategy, high charge for
best quality, so Phire 09 coming with three outlets, one in
upmarket & the rest two are in city central market.
Where phire09 breakthe ice ?
Phire 09 decide to disclose its first appearance publically in a
fashion show named where theme is all about brand
endrosement Bratz , models feature brand designs through
ramp walk and wear out our fabricated designs and getaround.
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It is cruel, you know, that
music should be so beautiful. It has the beauty of loneliness
of pain: of strength and freedom. The beauty of
disappointment and never-satisfied love. The cruel beauty ofnature and everlasting beauty of monotony.
Benjamin Britten
The cheerful & jovial pink color it self to cuteness, attractive &
lovely. Youngster, teenager & senior people also refer it
because pink is the color of universal love, pink is a softer, less
violent red. Pink is the sweet side of red. Its cotton candy,bubble gum babies, especially little girls.
Language of Pink:The use of pink in familiar phrases can help a designer see how
their color of choice might be perceived by others both the
positive and negative aspects.
Good pinkIn the pink - healthyTickled pink - happy, contentPink collar - female office worker (sometimes used in a
derogatory manner)
Bad or neutral pinkPink collar - female office worker (sometimes used in a
derogatory manner to imply low person on the office
totem pole)
Pink - cut, notch, or make a zigzagPink Words:These words are synonymous with pink or represent various
shades of the color pink. Salmon, coral, hot pink, fuchsia, blush,
flesh, flush, fuchsia, rose.
Music
Cheer ul pink really lends itsel to cuteness
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Is one of the beautiful ways of expressing a personality; it
directly communicates ones life style. No matter its the dress,
the collection of jewelry, the hairstyle, footwear, bags,
perfumes and other accessories etc, all the things you carry tellssomething about your personality.
In order to maintain your right image, you need to be careful
about the fashion statement, you are with. It is the form of non-
verbal communication, when you represent yourself; your class,
gender, education or occupation, your family background,
locality, rank etc, through your looks. Fashion has strong
relation with the Semiotics, as it is also a language of signs &
symbols, and non-verbally communicates the meanings aboutan individual. So, if you know the body art of representing
yourself, you can have a better image.Now in todays fast eraof competition, everyone wants to look better as compared to
others. People are adopting new fashion trends and most of the
people dont feel hesitate in experimenting some latest Fashion
style. This trend of adopting and experimenting fresh Fashion
expression is gaining importance all over the world, in all the
Fashion industries globally.
Now-a-days mostly women consider modern to experience new
styles of fashion. Some are in habit to consult with designers
regarding to their dressing. So they usually do what their
consult designers suggest them to do. Besides them some
people apply their own styles & designs on their dresses. This is
not a bad idea, as this thing enhances your creativity and
boosts your confidence level regarding your dressing. I have
seen youngsters, couples, and all sorts of people of Pakistani
origin dressing up as theylike.
Fashion
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Pants
As fashion is evolving with each and every
second it is always difficult to find women's wear of latest
fashion designs which are most popular and in vogue. Fashion
designers, experts are contributing to women wear on high
nodes as compared to men's wear, children wear. The primefocus and priorities of fashion boutiques, shopping outlets is to
earn and public ate their fashion labels and brands through
women's wearas it is much beneficial due to the fact that ladies
are more followers of fashion as compared to men.
A bag (also known as a sack) is a non-rigid
mostly semi-rigid container, made of paper,
cloth, plastic, leather, or some other flexible material.
A bag isused for packaging and/or carrying items. For the latter a bag
may have one or two handles; a shoulder bag has a strap to
carry it on the shoulder (the bag is either carried on the side of
the shoulder carrying it, or the other side). A rucksack has straps
to carry it on the back.
The neediest entity for fashion is accessories.
Withoutaccessories the style looks dull or like a morning without cool
breeze.Here! We got awesome accessories include caps of all
kind and most hitting towns fashion followed caps are
designed for trendy & fashion lovers. Girls will be surprised by
our accessories designs.
Pants are considered to be the part of style & lot of differenttypes of pants give different looks for different seasons. Some
pants have impact on persons inner beauty. Special section is
made for people having thick thighs with broad waist, specially
designed to make them look beautiful.
Tops
Bags
Accessories
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Some styles are given below; Convertible pants, Bunched
bottom pants, Butterfly sleeves top, Ruff neck top
The way in which something is said, done, express, orperformed
.
The combination of distinctive features of literary or
artistic expression, execution, or performance
characterizing a particular person, group, school, or era.
How something is done or how it happens; "her dignifiedmanner"; "his rapid manner of talking"; "their nomadic
mode of existence"; "in the characteristic New York style";
"a lonely way of life"; "in an abrasive fashion"
youngsters usually think that these are the style; Smart,
creativity, charisma, comfort, stylish, graceful, simplicity, kajal,
glasses, unique, cool, appearance, face care, trendy, hippy,
bearable, fascinating.
Teens want to look in Lightcolors shirt, refreshing & bright floral shirts with touch of white
look, floral prints, white trousers, vibrant colors, seasonal
colors.
After examined, we concluded that most teens are obligated to
shop from such places because they think that they can get
their styles & adopt fashion from following places.
Pak towerDolmen mallRabi centerChaseHyderi
Tariq roadZamzamaMillenniumForumBahadarabad
Style
Looks in this spring
Favorite shopping destination
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Most teens inspiration is following celebrities. Such celeb are
best in fashion and most of the celeb are awarded with best
fashion styles. We will focus on this celeb for the promotion of
our brand.
Adnan siddiqueAshlee SimpsonAtif aslamMiley CyrusHillary DuffJay SeanKristen StewartSean PaulRobert Patti son
The above celebrities are found be great & phunky in their
styles. Each possesses a unique way of styling. Kristin Stewart
was given an award of the stylish personality of 2009 &
Ahslee Simpsons is pop singer, one of the fave artists of teens
girls. Miley Cyrus another unique entity of the world & the most
desired person of the teens. We target also this celeb for our
brand indirectly focuses teens psyche about fashion & trend
fonder.
Most st lish Celeb
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Marketing mix Product, Price, Place, Promotion the 4ps ofMarketing.Drypen.in.com Monday, April 04, 2003. Tuesday,
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Marketing Strategy & Competitive Positioning
4th edition.www.businesstitles.com. Monday, March03, 2008.
Thursday, November 12, 2009.
http://www.businesstitles.com/cat/marketing/mark6977.htmlMarketing/Consumer Behavior. en.wikibooks.org.
Wednesday, May 27, 2009. Friday, September 25, 2009.
http://en.wikibooks.org/wiki/Marketing/Consumer_Behavior.
SWOT Analysis. www.odi.org.uk. Tuesday, November10,
2009
http://www.odi.org.uk/Rapid/Tools/Toolkits/Policy_Impact/doc
s/SWOT_analysis.pdf
Marketing Plan: Action Plan. www.smallbusinessnotes.com.
Saturday, December 5, 2009.
http://www.smallbusinessnotes.com/planning/marketingplan.h
tml
www.girlsense.com
www.letteringdelights.com