TATA CAPITAL

MARKETING STRATEGY PROJECT

TO IDENTIFY THE MARKET FEASIBILITY OF A

NEW KIDSWEAR BRAND

STALWARTS

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.

Kids

Organized
12 %

Unorganized
88%

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

40%

Womenswear

25%

35%

Technopark Apparel Report, 2009

Menswear

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 nonallergic, comfortable, and easy caring virtues

Fibre2Fashion Apparel Report, 2009

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

1
Affordable

Designs which
customer wants

Popular brands

Fitting

BUYING DECISION 0-2 YEARS

44

2
mother

father

child

NA

BUYING DECISION 3-8 YEARS

35

mother

father

child

2
na

BUYING DECISION 9-12 YEARS

31

9
7

mother

father

child

BUYING DECISION 13-16 YEARS

42

mother

father

child

WILLINGNESS TO PAY PREMIUM FOR THE BRAND

Yes

No

47%
53%

ANY SPECIFIC BRAND DEMANDED BY

CUSTOMERS?

17

17

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

MALE

47%
53%

BRAND PREFERENCE

49

32

17

18

Always

never

Often

Sometimes

CHOICE OF BRAND

53

47

14
3
OPEN TO MULTIPLE
BRANS

OPEN TO BUYING
EITHER BRNDED OR
UNBRANDED

PARTICULAR ABOUT
BRAND

BLANK

PRICE

LOOK, STYLE, FEEL

51

68

37
35

13

13

0
NOT ALL
SOMEWHAT
VERY
MOST
IMPORTANT IMPORTANT IMPORTANT IMPORTANT

BLANK

AVAILABILITY AT YOUR
FAVORITE STORE

NOT ALL
SOMEWHAT
VERY
MOST
IMPORTANT IMPORTANT IMPORTANT IMPORTANT

BLANK

PRESUURE FROM CHILD

45

51
32

32

26

25
10
3

NOT ALL
SOMEWHAT
VERY
MOST
IMPORTANT IMPORTANT IMPORTANT IMPORTANT

BLANK

4
NOT ALL
SOMEWHAT
VERY
MOST
IMPORTANT IMPORTANT IMPORTANT IMPORTANT

4
BLANK

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:

Demographic:

Age: 3-14 years

Gender: Male and Female.

Psychographic:

East, West, North and South starting from Pune

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
High

QUALITY

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

0-16 years

Rs 299- Rs 5000

Middle

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

MUSHROOMS

PRODUCT RANGE PRICE RANGE

Tops

249-999

Girls

PRODUCT CLASS

SIZES AVAILABLE

Regular, occasional, party

XS/S/M/L/XL/XXL

wear
Skirts

249-999

Regular, occasional, party

XS/S/M/L/XL/XXL

wear
Frocks

249-999

Regular, occasional, party

XS/S/M/L/XL/XXL

wear

MUSHROOMS

Capris

299-799

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

Boys

wear
Cotton trousers

499-799

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

DISTRIBUTION STRATEGIES

EXCLUSIVE BRAND OUTLETS (EBO)

Mushroom distributers, our subsidiary manages all

our EBO.

North

South

West

East

Central

Total

11

MULTI BRAND OUTLETS (MBO)

MBO are stores that house apparels from multiple

brands.

North

South

West

East

Central

10

27

Total

SHOP-IN-SHOPS (SIS)

These stores are located in large format stores

North

South

12

West

12

East

Central

Total

44

OVERALL

We also intend to Open more EBOs and Factory

second Outlets.

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

Value Achievement

120%> &&
100-120%

>150%
<150%

Earning per months

Fixed : 2500
Fixed :9000

Fixed :3000
Commision:7

Commision:50 INR per

Commision:125 INR per 500

5 INR per

500 INR Sale

INR Sale
500 INR Sale

MBO/SIS Promotion

MERCHANDISING STRATEGY

Merchandise
Procurement
Type of Buying
Centralized

Types of Sources
Regional

Source Selection
First time supplier
Small order to see performance evaluation bulk
order

Mushrooms Girls
Wear

Mushrooms Boys
Wear

Mushrooms
Accessories

MODEL STOCK PLAN

COMMUNICATION & CUSTOMER

ENGAGEMENT STRATEGY

ADVERTISING MESSAGE - APPEAL

Objective: Break
through the clutter
Wide Range of
colors/designs
Customization based
on need/choice

ADVERTISING MESSAGE
VALUE PROPOSITION STATEMENT
Emotional
Benefits

Excitement
Joy
Happiness
Aesthetic
Pleasure

Rational
Benefits
Value For
Money
High Quality

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

Humannequins

SMS Campaign

MEDIA PLAN

Media

Print
Hoardings
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