startup procedure of urbane sunglass
TRANSCRIPT
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URBANE SUNGLASSES
WATCH IT, LOVE IT, WEAR IT
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Presented By
ARIJEET DUTTADY PATIL UNIVERSITY
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VISION: To be a world class, innovative & progressive organization and to build India’s most desirable brand.
Mission: To build its image as a quality product first, and then will begin selling higher profit luxury sunglasses and to contribute to society.
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Marketing Mix Product
Sunglass Shape: Aviator, Oval, Rectangular, Cat eye, Sport.
Protection: UV protection + protection from Dust.
Lens material: Glass, Plastic, Composite.
Frame material: Metal, Plastic & Composite.
Apparel color:
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Price
Segment Average Price Target Audience
Mass Market Rs.800+ Middle Class
Premium Rs.2000+ Upper Middle Class
Ultra Premium Rs.10,000+ Upper Class
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Promotion
Urbane will depend upon several promotion strategies to reach new customers. These strategies include:
Advertising E-mail Media In addition, the company has an established
marketing strategy that relies upon celebrities, market specific advertising, product promotion, and "giveaways" that will establish Urbane presence in the sunglass industry.
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Place
Urbane has best selling outlets which is convenience for consumer to buy.
Urbane will have 60 stores in 35 towns. About 30 service centers in 25 towns.
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Market segmentation
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Market segmentation on the basis of :
Demographic segmentation:Urbane has segmented the market on the basis of
age, social class , occupation, Income .AGE - 20-40GENDER– Male , FemaleSOCIAL CLASS: working class , upper class ,
upper middle class . OCCUPATION : Working Professionals , Student ,
Sportsman.INCOME: Family Income of greater than 3-4 lakhs
per annum (approx).
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Geographic segmentation :Urbane has segmented market on the
basis of region, climatic conditions.It will be available all over INDIA , online
sites, showrooms and services centers are situated in every cities.
Sunglasses is mostly needed in summer season to protect from UV rays.
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Psychographic segmentation : Urbane has segmented the market on the
basis of lifestyle and personality .Lifestyle: culture-oriented, adventures
sports-oriented, outdoor-oriented.Personality : Ambitious, Fashion Conscious.
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TARGET MARKET AND POSITIONING
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Stages in buying process
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Product life cycle
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Urbane is in growth stage now as it is making rapid climb in sales.
Early adaptors like the product and the additional customers start buying the product.
The company continuously coming up with the new features and variants keeping the brand moving forward satisfying tastes and need of different customers.
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PACKAGING Urbane has come up with new and
contempory packaging for its sunglasses which attracts youth.
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Stages of new product development
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VALUE PRICING
Price is set in accordance with customer perception about the value of the product .
Urbane includes status product/ exclusive product.
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5 M’s of Marketing
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Promotion Mix
Advertising.
Sales Promotion.
Public Relations.
Personal Selling.
Publicity.
Direct Selling.
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Promotional Mix ObjectiveBuild Awareness
Create Interest
Provide Information
Stimulate Demand
Reinforce The Brand
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Advertisement• Magazine• Bill boards
• Stores• Service
centers
• We will create our own website
Traditional media
Social media
ShowroomWebsite
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Ambush marketing Organizing a contest near about major
events such as Indian Premium League, Indian Soccer League. Musical Event etc
Distributing free goodies for the person who wins the contest.
This indirectly creates an impact on people about the brand.
It helps in creating brand Image.
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Distribution ManagementDistribution refers to bringing the final product to the market and giving it to the final consumer.
PATTERN OF DISTRIBUTION
INTENSIVE DISTRIBUTION
INTENSITY
SELECTIVE DISTRIBUTION
INTENSITY
EXCLUSIVE DISTRIBUTION
INTENSITY
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Distribution Channel
Manufacturer
C&F AgentsMother Godown
Distributor
RetailerConsumer
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List of channel member
C&FAs and C&SAs
DISTRIBUTION
RETAILERS
ELECTRONIC CHANNEL
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WE NEED THEM
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MORE THAN THEY NEED US
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Our sales team will visit the Retail outlet
Each and Every month visit are made by the sales official.
Every six months seminars are conducted to make any further improvement in the distribution process.
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Major Competitors
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THANK YOU