Accessories under one roof

providing international
shopping
experience.
GROUP- 7
Barsha Naskar
14PGP010
E. Vishal Manikandan
14PGP017
Janhavi Jilhare
14PGP082

About the company

A Mumbai, Maharashtra based company that provides Fashion
Accessories to customers all over India. The company was
incorporated in 1999 with the prime objective of creating value in
Retail.

Brand Philosophy
Addons
encourages
people to pick and wear
accessories
without
giving
it
too
much
thought. It stands for
doing things on a whim,
because
thats
how
accessorizing works best.

Brand Communication
It should embrace the diversity of the
styles and categories offered by Addons.
At the same time, there should be a
degree of continuity that holds all the
communication together. Addons target
audience is every woman who has a
strong and individualistic sense of style.
They can belong to SEC A and B
households in metros, mini-metros and
B-towns

Industry Analysis
Target Market
Location- Metropolitan cities like Delhi, Mumbai, Kolkata & fast moving to Tier I
& Tier II cities.
Types of customers- every man, woman, who has a strong and individualistic
sense of style.
Products
Services
Future market trendsLess &
focus
on quality & more focus on variety, color &
uniqueness of design Products - Lifestyle products & fashion accessories

Market Analysis
Market trends- Quirky unique designs mostly driven by Bollywood Industry,
colorful assortments
Market growth Organized Retail- 40% growth with an increase to 14-18%.
High Margins of nearly 50%

Competition
Competitors stand-alone stores in local market, small Kiosks, International
Brands- Accessorize, Claire

The Dilemma
Whether to concentrate on brand loyalty or store loyalty
Scaling up by launching a store in a premium Singapore mall
To have a formalized approach to build the brand image and focus on
aggressive brand building
To go for a formal method of promotion and communication to the
customers
How to achieve novelty and loyalty under the same roof

Objectives:
To achieve loyalty in a impulse driven shopping segment
Preferred accessory seller to customers
500 retail outlets by 2019

Approach
Store Loyalty a deeply held commitment to re buy or re-patronize a preferred product/service
consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing,
despite situational influences and marketing efforts having the potential to causes switching behavior.
It is crucial for Addons to increase store loyalty, as other branded products would be available
elsewhere also.
Demographic
Increase Visibility Get the
Store
Factors
merchandise noticed by using
Atmosph
eye-catching
signs
ere
announcing sales & promos; 3
Gende
Perceptio
S approach the shelf, the
Stor
STORE
r
ns
shopper and the store.
e
LOYAL
Affe
TY
Hit the right psychological
Merchan
ct
triggers
dise
Age
Urgency:
Trigger
Value
peoples sense of urgency
Perceptio
through
limited-time
ns
promos.
Ideal
Value: Generous offers to
Social
Congruity
make people aware of the
value they are getting

Formal Promotional Strategy

Promotional Pricing Offers:
Bundle Pricing: Can offer discounts for bundle of products for example: earrings &
necklace set , clutch bags & hair accessories.
Loss Leaders: Certain products which are in demand , irrespective of being luxury
items or regular products, a steep discounts can be offered on them. For example:
bracelets, clutch bags, fancy belts.

Point of purchase displays:

Speed Bumps: Intentionally drawing attention to products by strategically placing
them along the path to check out
Dump-bins: Bins full of products strategically placed to elicit curiosity in customers

Loyalty Programs:
Loyal customers can be offered discounts on unique pieces of jewellery
Exclusive invitations to exhibitions and new store launches
E-mail marketing: E-mail customers about exclusive sales, discounts, coupons and
promotional offerings for a limited time period
Magazine advertisements

Entering into new channels

Make use of Online and Mobile technology
Online impulse buying is fast catching up. Addons can make
its products available in e-commerce websites like Flipkart,
Amazon etc.
The sites have an entertaining user experience , are
interactive and are personalized
to users needs and
interests.
This will provide more traction to Addons and increase
awareness among the consumers
This will play a vital role in helping Addons to open more
stores

Expanding Abroad:
The growth potential of Indian middle class consumer is
consistently growing, thus enabling addons to capitalize
in Indian Market.
To expand globally Addons need to have sufficient
resources
By 2020, India was set to become the worlds youngest
country with 64 % of its population in working age
group.
Rise in consumer confidence
Availability & use of plastic money.