tucker heels(1)
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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