Listing Presentation Seller Name Agent Name Listing Presentation Date…
Addidas )Presentation
Transcript of Addidas )Presentation
Presented By: Syed AkeelMuhammad Ahsan Akram
New product launch means introducing a new product into the market.
In other words, it is adding a new product in the existing product line of the company.
A new product launch is an important aspect of product policy and product management.
For expansion of business, time to time launch of new products is very necessary.
ADIDAS launches front runner in Pakistan.
The product, a cross training sports shoe will be sold under the brand name FRONTRUNNER(Roadrunner agr rkhna hai to ye b dkh ly).
They come under the category of consumer goods for fitness and health.
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.
To become the best sports brand in the world.
To that end, never equate quantity with quality.
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)
WEAKNESS
- We may be unable to achieve projected sales.- Varied consumer preference.
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 changing preferences of the new generation.
THREAT
- Existing players in the market.-
Chances of idea of product being copied.- Change in consumer preferences.
Availability of abundant raw material base
Large domestic market and
T
he opportunity to cater to world markets
1. CategoryMen’s Shoes - 45 % Ladies shoes- 40 % Kids shoes - 15%
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.
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.
FRONTRUNNER provides an armband to place the digital indicator.
FRONTRUNNER comes with a small portable digital indicator which displays the distance covered (km) and the speed (km/ph).
MAXIMUM SPREADING OF THE PRESSUREM
ainly in the heel area an enormous pressure arises, which will be led directly from the foot the 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.
Segmenting Variables
Geographic
Country-Pakistan
Region-Metropolitan cities and cosmopolitan cities
(Lahore, Karachi, Islamabad,and other important cities.)
Demographic:
Age - 15-60
Gender - Male, female
Occupation - College going youth and working population
Social Class - Upper-Middle class and Upper class.
PSYCHOGRAPHICPsychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality characteristics.
LIFESTYLE
Outdoors Oriented.
Behavioral:
Occasions: Regular and special occasions
Benefits : Convenient and economical
A
ttitude towards product: Enthusiastic
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?
AGE -15 years-60 years
GENDER -Male and female
LIFE CYCLE - Sports personality, youngsters, married, unmarried
O
CCUPATION -Sportsman, students, adventurous
SOCIAL CLASS Upper middle class, upper class
Market positioning means the process by which marketers try to create an image or identify in the minds of their target market for its product, brand, or organization.
The type of positioning used by us is double benefit positioning:-Complete monitored fitness-Odor free
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
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
Market skimming
T
he 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
We are planning to launch FRONTRUNNER in exclusive outlets located in the Major cities as well as also through the Adidas exclusive outlets in order to minimize risk and initial expenses.
TV Adds
Print Media
Hoardings
Posters
Radio Adds
Internet Adds
Collaborating with health and sports clubs.
Sponsoring sports activities