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LUXOTTICALUXOTTICAMAINSTREAM DIFFUSION BRANDMAINSTREAM DIFFUSION BRAND
The nameThe name
KL is: Luxottica registered trade mark
KL has: existing brand equity as Killerloop
KL has: trade likability
BrandBrand ObjectiveObjective
To build a Mainstream Diffusion BRAND in India playing in a still middle-high
segment in which Luxottica today is not present. There are no International players present in this segment which has huge volumes.
MainstreamMainstream DiffusionDiffusion
Luxury Brands
Premium Fashion Brands
Fashion Brands
Core Brands
Sport Brands
PremiumPremium
What is Killer Loop now?
KL
World
• TRENDS
•MP3•Digital camera•Internet
• HIGH TECH
• SPORT WORLD•Like watching football match but not particularly play it
•Follow Formula 1 racing.
•Follow
new and trendy showman and
woman
•Follow the latest acts at discs and night cliubs
What is Killer Loop now?
Positioning Statement
KL Eyewear is an innovative brand of high quality street eyewear designed for a metropolitan use and built for fashion. More than just trendy designs, KL is built tough to withstand today’s energetic lifestyles.
Brand Character
Cool, sometimes irreverent, hip and informedConfident enough not to take itself to seriouslySpeaks to young, trendy consumers in their own languagePossesses an attitude toward an active lifestyleForward thinking and trendsetting
Brand Brand PositioningPositioning
A DIFFUSION FASHION /LIFESTYLE BRAND
- Self-Expression: fashion, up-to-date, cool- Emotional: modern, trendy, appealing- Functional: design, quality, competitive price
Brand Brand PositioningPositioning
Target Market YOUNG AND ACTIVE PEOPLE, VERY LIVELY, WELL INFORMED AND ALIGNED WITH THE LATEST TENDENCIES
- Gender: Unisex- Primary target: 18-35 years
TargetTarget
Psychological profile:
Live the metropolitan cultureHe/she distinguishes her/himself from the crowd a citizen of the world, well informed, curious and with an active lifestyleIs aware of new trends, but refuse extreme trendsEnjoy music, new experiences, sport, but sport is not his life reason
PRODUCTPRODUCT
ONE SHOT COLLECTION
“EVERYFACE COLLECTION”
Fresh collections at frequent
intervals
MIDDLE HIGH PRICE
POSITIONING
DISTRIBUTIONDISTRIBUTION
ENLARGED DISTRIBUTION
PROMOTIONPROMOTION
• POS VISIBILITY
• LOCAL TESTIMONIALNew MainstreamNew MainstreamDiffusionDiffusion Brand Brand
PRICEPRICE
Marketing mixMarketing mix
Marketing Mix: ProductMarketing Mix: Product
COLLECTION
Collection would be a One Shot collection: Fashion, Sport , Classic
Frequent updates, always fresh styles to the market.Optical ( 13 styles – 39 skus) and Sun (13 styles – 39 skus)
Marketing Mix: PromotionMarketing Mix: Promotion
Global creative concept featuring local strong testimonials
Goal: Global brand in the mainstream diffusion segment but perceived local in India.
LOCAL TESTIMONIAL
• Coherent with brand value: fresh, young, “on the wave”• With a strong local target awareness
KUNAL KAPOOR
• Kunal Kapoor is one of India’s brightest young stars.
• Known for his quick-wit, charismatic personality and ravishing good looks.
• Today he stands matured as a brilliant young actors with chiseled features that leaves an entire nation of women breathless….
VJ MIA
• Started off modeling for the Kingfisher calendar and went on to becoming a MTV VJ hosting Airtel Saturday shuffle.
• Confident and one of the hottest VJ’s in town, has a passion for modeling. Thinks she has the right attitude that helps her connect with her viewers.
• Loves being a VJ. Thinks it’s hip, interactive, unpredictable and sexy. Believes she brings sex appeal to the channel.
Marketing Mix: POS materialsMarketing Mix: POS materials
GOAL: ENLARGED DISTRIBUTION & HIGH POS VISIBILITY
• Trade marketing as main focus in the first year• Consumer focus will follow
DISPLAY TOWER
TAILOR MADE VISUALS
“EASY TO MANAGE” CATALOGUE
CONSUMER PROMOTIONS
COUNTER CARDS