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'OYO' Spykar's
kidswear
Narketing Plan
!CTC 200810
Company Profile
Narketing Objectives
Overview of the industry
What is 'OYO'
STP
Forecasting S Consumer Analysis
Consumer Behaviour S SWOT Analysis
New Product Life Cycle
!mplementation Schedule
!CTC 200810
Spykar Lifestyle Private Ltd
CONPANY OvERv!EW
Spykar Lifestyle was founded in 1332 and is based in
Numbai, !ndia 1 market share in !ndia's denim
industry .
Denim garments
products
For men
cotton casual wear,
jeans, belts, caps,
cargo's, forays,
shirts, and tshirts
For women
jeans, cargo's, shirts,
shorts, skirts, and t
shirts.
LOCAT!ONS
!ndia
Ahmedabad, Chaziabad,
Hyderabad, !ndore, Kolkata,
Lucknow, Numbai, Nasik,
New Delhi, and Pune,
Australia
!CTC 200810
Launch and market a completely unseen
before kidswear product range, in order
to achieve the following:
What are our intentions?
Create strong
consumer
awareness for OYO
MAkKFIlNG O8JFCIlVF5
ecome the jeans
wear expert in the
kidswear segment
through sizeabIe
market shares
Re-affirm the
company's titIe of
market Ieader in
product innovation
and successfuI
product Iaunches.
!CTC 200810
Narket Analysis
The kids' wear market, which has
been assessed at Rs ,000 crore
Only Rs ,000 crore being branded
Crowth rate of 10 per cent.
Current low brand penetration rate
of 8 per cent in this market, which
creates a huge potential for branding
in Kidswear
The market is dominated by
Unorganized sector.
!CTC 200810
OYO On Your Own"
With the launch of OYO, shopping abroad
for children clothes may be quite
unnecessary.
OYO will offer all sorts of apparel for kids.
OYO is discreet and elegant fashion for
children.
OYO will be more premium then mass.
!CTC 200810
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Segmentation
- SECNENTAT!ON ON BAS!S OF ACE S SEX
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Segmentation
- SECNENTAT!ON ON BAS!S SOC!AL CLASS
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Targeting
Kids
College students
Fashion conscious parents
High disposable surplus income
family
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Positioning
To be a jeans wear expert for kids
The tag line is 'On Your Own'
Appeal Nore Premium then mass.
vogue dressing to promote as a part
of OYO.
Like Father- Son S Like mother
Daughter
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Present Competitors
Cini S ]ony
Little Kangaroos
Ruff
Lilliput
Raymond's Zapp.
!CTC 200810 1
ancy
Discreet
and
elegant
fashion
Expensive
Inexpensive
ig bazar
ashion
street &
LocaI
unorganised
Cini S
]ony
OYO
PR!C!NC DEPENDS ON !TS POST!ON!NC !N NARKET
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Pricing Strategy
Quality Strategy : High quality and
High Price, Premium Price Strategy.
Price Objective :Product Quality
Leadership
Demand : Limited at beginning stage.
So there is !nelastic demand.
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DEMANDING KIDS
94
75
2
10
0
20
40
60
80
100
3-Mth 6-Mth 9-Mth 12-Mth
Period of Buying
N
o
'
s

O
f

R
e
s
p
o
n
d
e
n
t
FORECAST!NC DENAND
Based on Frequency of buying clothes.
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Effective Demand
88
50 50
0 47 27 26 0
0
20
40
60
80
100
1eans Cargo Capry Dungree
Product Mix
P
e
r
c
e
n
t
a
g
e
CUSTONER ANALYS!S
Based on the type of bottom wear
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Consumer Behaviour
Object of purchase : Lifestyle jeans for kids
Objective of Purchase : Ego satisfaction for
fashion conscious parents.
Organization of Purchase : Parents of other
Kids S Kids.
Operation of Purchase : Franchise outlets.
Occasion of Purchase : Parties, Birthdays
Outlet of Purchase : Spykar Lifestyle
Stores.
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Promotion Strategy
!CTC 200810 1
SWOT Analysis
Strengths
1 market share
Promotional activity.
Brand Power. (u: culture)
100 Exclusive Brand Outlets.
Weakness
Premium pricing.
Opportunity
000 crore kids wear market.
A big untapped market.
Has the potential to become the
market leader in kidswear.
Threats
Existing players
Unorganized sector
Aggressive price competition
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New Product life cycle
!ntroduction Stage:
Rapid Penetration - high price S high
promotion.
Advertising shift from only men's or
women's wear to kids wear.
Crowth Stage:
1) Add new product features.
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!NPLENENTAT!ON SCHEDULE
- The implementation schedule is anticipated
about one year
an eb Mar Apr May
un
uIy Sep Oct Nov Dec
Phase 1
Phase 2
Phase 3
Idea Generation
Idea Screening
Market & Demand AnaIysis
easibiIity AnaIysis
Project Report & AppraisaI
Registration
Obtaining Loan
Organizing Working Infrastructure
EstabIishing Contacts With
Parties, uyer, & Market Agency
!CTC 200810
Thank You
Dhanyawad"