Final Frontrunner

7/30/2019 Final Frontrunner

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MMS 1st year

Div:- ASem - II

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Project Done By:

Acrchana Ahire -01

Nikita Ambre -02

Utkarsh Arya -03

Sushant Asarkar -04

Anuj Bhoil -05

Submitted to:

Prof. Shweta Rode

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The product, a cross trainingsports shoe will be sold under

the brand name

FRONTRUNNER.

They come under the

category of consumer goods

for fitness and health.

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The basic idea behind launching this product

is to help out in making calculated and well

monitor workouts.

An idea of freshness as with shoes customer

will be provided with 20 perfumed strips that

make you to feel fresh even after using the

shoe for long hours.

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The Indian footwear market is estimated to be about

Rs 10,000 crore in value terms and is growing at

10 per cent annually

India ranks second among the footwear producing

countries next to China.

India produces more of gents footwear while the

worlds major production is in ladies footwear.

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What makes I ndia makesI ndia an attractive

destination for Technology

and Investments.

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Availability of abundant raw materialbase

Large domestic market and

The opportunity to cater to world

markets

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1. Category

Mens Shoes - 45 %Ladies shoes - 40 %

Kids shoes - 15%

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45%-MENS

40%-WOMENS

15%-KIDS

MARKET SHARE-

Category

9MARKETING MANAGEMENT


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Branded - 42 %

Unbranded - 58 %

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To become the best sports brand in the

world.

To that end, never equate quantity with

quality.

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FRONTRUNNER has a sensor placed under

the sole and comes with a portable digital

indicator.

The indicator keeps track of the distance

covered and the speed at which you walk/run.

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FOAM BASED FOOT CONTOUR

The foam which is made of polyurethane that

adjusts the lowest layer of the shoe by spreading

itself according to the different shapes and sizes

of feet to give it a complete snug and cushioned

fit.

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Polyurethane is a unique material that offers

the elasticity of rubber combined with

toughness and durability.

It uses Triple-Shock-Absorption technology

which provides long term light weightcushioning.

Perfumed strips placed under the soles to keep

your shoes and feet smelling fresh as ever.

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DRY-TEC-PUR

- insole for best climate control

Techno Gel- Techno gel-pad with excellent shock absorbing

features.

Latex-Pad

- Latex-pad, integrated in the PU-insole for asmooth step

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Mainly in the heel area an enormous pressure

arises, which will be led directly from the foot

the spine and the joints.

By the construction of the new Triple-Shock-

Absorption it comes clear, how to block the

pressure and to absorb it by the 3 components.The extremities will be released considerably.

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FRONTRUNNER comes with a small portable

digital indicator which displays the distance

covered (km) and the speed (km/ph).

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MAXIMUM SPREADING OF THE

PRESSURE

Mainly in the heel area an enormous pressure

arises, which will be led directly from the footthe spine and the joints.

The new Triple-Shock-Absorption, blocks the

pressure and absorbs it by the 3 components.

The extremities will be released considerably.

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The curvature of the spine and damaged discsare the consequences of missing shock

absorption.

Therefore the foot contour technology comes

to good effect.

The foam based polyurethane forming he

lowest layer of the shoes adjusts according to

the various shapes and sizes of feet. This is

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STRENGTH

- Result oriented approach.- The brand is going to be well accepted

in the country.

- Quality and Comfort.

- Perfume strips(Launched for the first time)

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WEAKNESS- We may be unable to achieve projected

sales.

- Varied consumer preference.

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OPPORTUNITY

- The market is always open for innovation.- Participation within a growing market.

- High penetration levels.

- The large increase in customer base that

follows with the acceptance of the product

by one customer.

- Changing needs of customers.

- Innovation according to the changingpreferences of the new generation.

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THREAT

- Existing players in the market.

- Chances of idea of product being copied.

- Change in consumer preferences.

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Segmenting Variables

Geographic

Country-INDIA

Region-Metropolitan cities and cosmopolitan cities

(Mumbai, Bangalore, New Delhi, Chennai,

Kolkata and other important cities.)

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Demographic:

Age - 15-60

Gender - Male, female

Occupation - College going youth and

working population

Social Class - Upper-Middle class and

Upper class.

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PSYCHOGRAPHIC

Psychographic segmentation divides buyers

into different groups based on social class,

lifestyle, or personality characteristics.

LIFESTYLE

Outdoors Oriented.

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Behavioral:

Occasions: Regular and special occasions

Benefits : Convenient and economical

Attitude towards product: Enthusiastic

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Targeting strategy or targeting is the selection of the

customers you wish to serve.

The decisions involved in targeting strategy include:

Which segments to target?

How many products to offer?Which products to offer in which segments?

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AGE -15 years-60 years

GENDER-Male and female

LIFE CYCLE - Sports personality, youngsters,

married, unmarried

OCCUPATION -Sportsman, students, fashion

oriented people, adventurous

SOCIAL CLASS Upper middle class, upper class

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The price is the amount a customer pays for the product. Price is the only revenue generating element amongst the

4ps, the rest being cost centers.

PRICING OBJECTIVE-

-To Maximize Profits

-To Meet a Specific Target Return on Investment

-To Achieve a Target Sales Level-To Maintain or Enhance Market Share

-To Meet or Prevent Competition

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PARTICULARS COST PER PIECE

RAW MATERIAL & LABOUR Rs 850

BLUTOOTH INSTRUMENT Rs 625

WRIST BAND Rs 350

SHOCK ABSORPTION

TECHONOLOGY

Rs 225

USB Kit Rs 145

PERFUMED STRIPS Rs180

PACKGING Rs 35

TOTAL Rs 2410

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Market skimming

The practice of price skimming involves charging

a relatively high price for a short time where a

new, innovative, or much-improved product is

launched into the market.

PRICE RANGE- RS4999 onwards

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We are planning to launch

FRONTRUNNER in exclusive outlets

located in the Metro cities as well as also

through the Adidas exclusive outlets inorder to minimize risk and initial expenses

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TV Adds

Print Media

Hoardings

PostersRadio Adds

Internet Adds

Collaborating with health and sports clubs.

Sponsoring sports activities

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FRONTRUNNER will be hosting a launch party to

open the first store in Mumbai. Our brand

ambassador will be Sachin Tendulkar. A large

screen will be set up at the venue. Sachin would be

shown running towards the store wearing

FRONTRUNNER.

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FRONTRUNNER also has a launch offer:

It includes membership points.

SILVER MEMBERSHIP can be bought with 2 pairs

of shoes. Along with that one dry- clean session for

your shoe will be done. Discount coupons will also beprovided to buy perfumed strips in the future.

GOLD MEMBERSHIP includes 2 dry clean sessions

and a 1 year warranty for your digital indicator. It alsogives you a 15% discount on perfumed strips.

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Indian branded sports shoes industry is sized about

Rs650cr and expected to grow about 700cr by 2010.

Approximately 55% of Indian branded sports shoes

market is dominated by Adidas along with Reebok and

expected to have revenue of around Rs400cr by 2010

end.

We are expecting to contribute FRONTRUNNER

about 4-5% of total sales of Adidas generating about

Rs35-40cr sales by 2010 end.

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Documents

Final Frontrunner