tucker heels(1)

Tucker Removable

Heels…

Presented To: Prof.

Freda Swaminathan

Presented By:Varun Kabaria (221061)Nitish Baweja (221080)Pankhuri Mahajan (221086)Rajat Gupta (221112)Ranjeev Dutta (221115)

One Shoe- Two Purposes..Mid-

Heels

Flat Soles

High Heels

Environment Analysis..

Macro Environment

Micro Environment

Internal

Environment

Macro Environment: PESTED Analysis

Political

Environment

Social

Technological

Economic

Demographic

Micro Environment

Customers Suppliers Shareholders

Existing Products/

New Entrants

Media

Internal Environment

Organizational

Structure

Capital Assets

Employees

Brand Positioning

WORLD NO. 1 IN “EVERYDAY FOOTWEAR”.SELLS OVER 55 MILLION PAIRS OF SHOES EVERY

YEAR

COMMITMENT TO DESIGN, EXCEPTIONAL COMFORT & PREMIUM

QUALITY

ENCOURAGING RESPONSES FROM THE

INDIAN MARKET.BANGLORE IS A

STRATEGIC MARKET FOR THEM. PLANNING TO

OPEN 15 NEW STORES ACROSS INDIA BY 2014

GUJARAT IS ALSO BEING TARGETED AS

A STRATEGIC MARKET WITH 5 MORE STORES

COMING UP BY END 2013

E-COMMERCE A HUGE SALES CHANNEL.

USING REDIRECTIONAL ONLINE ADVERTISINGTO PROMOTE THEIR

SHOES

ALSO MAKING THE MOST OF SOCIAL MEDIA SITES LIKE

TWITTER & FACEBOOK AND PRINT MEDIA

PRIMARY TARGET BEING BOTH MEN & WOMEN AGED 18-35

AIMS TO GET LATEST FASHION TRENDS ON SHELVES ASAP

PRODUCTS RANGES FROM CASUAL SANDALS AND FLATS TO HIGH HEELS

WIDE VARIETY IN MODERATE PRICE RANGE OF RS.3000 – RS. 10000

COMMUNICATION CHANNELS INCLUDE TRADITIONAL PRINT MATERIAL & A STRONG ONLINE PRESENCE.

• ZARA- Young, value seeking, sensitive of

latest fashion.

• Tucker heels

elegant, luxurious, fashion statement.

value via offering two products at same price

appealing to young working women.

Value proposition Positioning against competitors Branding strategies

Value Proposition

Value proposition Positioning against competitors Positioning strategies

•Footwear

•Protecting feet

Core

Basic

•looks

•Style & Statement

Expected

•Removable heels

•Flexibility, 2 in 1 benefits

Augmented

•Heels•Looking tall, comfort

Positioning Against Competitors

POINTS OF PARITY

Comfort driven

Retail experience

stylish

Fashion statement

Desire to look better

Rise in consumer aspiration levels

Value proposition Positioning against competitors Positioning strategies

POINTS OF DIFFERENCE

Value proposition

Exclusive collection

Functionality

Perceptual Map

Value proposition Positioning against competitors Positioning strategies

Positioning Strategies

Value proposition Positioning against competitors Positioning strategies

• Name – self explanatory for the function.

• Scarcity exclusivity.

• Shelf space positioning.

• Employees conveying Points of Difference.

• Creating a buzz.

Communication Objectives

Inform

Generate

Interest

The Brand

TAGLINEProviding comfort

with style

BRAND LOGO

Tucker Removable Heels

Target

YOUNG, FASHIONABLE WOMEN IN THE

18-40 AGE BRACKET

Above the Line Communication

INTERNET

NEWSPAPERS,MAGAZINES

BILLBOARDS

Below the Line Communication

SPECIAL PROMOTION OFFERS

LAUNCH EVENT IN MAJOR CITIES

•EFFICIENT PRODUCT PLACEMENT IN MAGAZINES

•EDITORIAL COVERAGE WITHOUT ADVERTISING EXPENSE

•USE JOURNALIST AS AN EXPERT SOURCE TO BUILD BRAND TRUST