A PRESENTATION

ONMARKETING

PLAN

ByShivani Agarwalla

Sonal Tiwari

INTRODUCING

LA MATERNITE

OUTLINE1. EXECUTIVE SUMMARY2. CURRENT MARKET SITUATION3. MARKET DESCRIPTION4. PRODUCT REVIEW5. COMPETITIVE REVIEW6. DISTRIBUTION REVIEW7. SWOT ANALYSIS8. OBJECTIVES & ISSUES9. MARKETING STRATEGY10. MARKETING COMMUNICATIONS STRATEGY11. MARKETING RESEARCH12. MARKETING ORGANIZATION13. ACTION PROGRAMMES14. BUDGETS15. CONTOLS

EXECUTIVE SUMMARY CONCEPT : La Maternite is a start-up retail

establishment that will sell fashionable clothing for the expectant women.

TARGET MARKET: Expectant women LOCATION: La Maternite will be located in

Inorbit Mall, Mumbai which is a popular destination for the higher middle-class.

MARKETING OBJECTIVE:Initial goal is to open one boutique, expansion plans include potentially franchising our retail store and/or building a well-recognized brand name for stylish, modern and affordable maternity wear.

CURRENT MARKET SITUATION With an assumption of average Rs. 3000

spending on maternity clothing during a period of 9 – 10 months, the market is a whopping Rs.10 billion per annum.

Huge gap in the Indian market for stylish for modern and affordable maternity wear.

MARKET DESCRIPTION Out of 22 million pregnant women; 3.3 million

women is the target group. La Maternite’s market consists of expectant

mothers who are outgoing and techno-savvy.

PRODUCT REVIEW

The maternity apparels will offer the following features to satisfy its target customers: 1. Strechable to ensure easy movement.

2. Use of easy breathable and flowy fabrics like light-weight cotton, chiffon, etc.

3. Innovative designs to ensure that the women are in sync with fashion even during their pregnancy.

4. The trousers will have a spandex layer that protects the belly.

COMPETITIVE REVIEW i.Mothercare: It was brought to India by Shoppers

Stop ii. Lilliput: Lilliput, which retails children's clothes,

has now introduced maternity wear in their large format store Lilliput World

iii.Mom & me: Mom & me stores were introduced recently by Mahindra retail

iv. Green Bell: Green Bell: A large store that stocks everything for newborns, infants and toddlers. Green Bell is the ideal spot to head to when in need of high chairs, cots, prams, soft toys, baby linen, garments, accessories, toys, baby food and any other baby related requirement imported and Indian. A section also has on display a few maternity outfits and comfort wear.

DISTRIBUTION REVIEW

Pregnant women are more likely to purchase a total co-ordinating package from one source rather than shop around(Mintel Marketing Intelligence). So by employing a multi-channel approach to marketing, maternity wear companies have a better chance of winning the bulk of a woman's spend on her pregnancy wardrobe.

SWOT Strengths : Willingness to even pay more as people

value comfort above everything else. There is a rise in smaller families which

means that there is more money available to spend on each pregnancy.

The broad trend is also towards having the first child at an older age, when women are more established in their careers and therefore have a higher disposable income.

SWOT (CONTD..)Weaknesses : The target audience is constantly changing, and as soon

as a brand relationship has been established with a customer, she has given birth and is back to wearing 'civvy street' clothing again.

As women today are having fewer children, there are correspondingly fewer opportunities to recapture the same customer for subsequent pregnancies.

Styling and fit requires a fresh approach to design, demanding more thoughtfulness than simply turning out hot-off-the-catwalk fashion aimed at the lithe and the lean.

Market is lost every five or six months.People don't start buying until they have been pregnant for two or three months, and they don't buy after seven months because they won't get the wear

SWOT (CONTD..)Opportunities : Maternity wear is still an untapped market in

India. There is tremendous potential for Maternity wear in India as the birth rates are high in India.Pregnancy is really not about 'confinement' as it was in the yesteryears.

Women are working even in their ninth month and need clothes that would look smart at the workplace.

Even homemakers are used to dressing up well and don't want to give up their sense of style during pregnancy.

SWOT (CONTD..)Threats : Competition from the existing players in

the market. Since it is an untapped market there is a

threat from players entering this segment.

Local unorganised retail stores.

OBJECTIVES AND ISSUES

First-year objectives- penetrate itself in the maternity wear market and establish a position besides its existing competitors.

Second-year objectives- capture a 10% market share of Mumbai’s maternity wear market. It also includes to achieve break-even by the end of third quarter in the second year.

Issues – In relation to the product launch, the major issue is to establish a foothold in the market and to create a meaningful positioning. We also have to invest heavily to promote the store and create a distinct brand image projecting quality and value.

MARKETING STRATEGY (4 PS)

PRODUCT STRATEGY The maternity apparels includes a range

for casual, formal and evening wear. The product will be sold with the assurance of altering the garments for free once the child is born so that women treat it as an investment. We will introduce more high-end garments the following year. Building the brand will be an integral part and the brand name will be displayed on the product and its packaging.

PRICE STARTEGY The price range will differ across

products. The pricing strategy that will be used is Penetration Pricing .

The price range for all the available garments will be as follows-

-Casual wear-Rs. 800-2500-Formal wear- Rs. 1000-4000-Evening wear- Rs. 1500- 4000

PROMOTION & DISTRIBUTION STRATEGY

The pregnant women are very receptive to advertising and promotional initiatives. Therefore, various modes such as local newspapers (Lok satta, DNA ) and local news channels (TV9) will be used aggressively to attract their attention. Hoardings will be placed at strategic locations in the town.

Our distribution strategy includes two different modes- Physical and virtual retail store. At present the distribution has been limited to just one retail store. The company website will act as a virtual store.

MARKETING COMMUNICATION STRATEGY

By integrating all messages in all media, we will reinforce the brand name and the main points of product differentiation.

Research about the media consumption patterns will help our advertising agency choose the apt media.

The advertising agency will also coordinate public relations efforts to build the la maternite brand.

MARKETING RESEARCH Using research methodology we will

identify the specific features and benefits that our target segments value. Surveys & personal interviews will help us determine where our product efficiency will lie.also customer satisfaction will be used to analyse the market reaction.

MARKETING ORGANISATION

SALES MANAGER CREATIVE HEAD

CHIEF MARKETING OFFICER

BUDGETS Total first year sales for La Materniteis

projected at approximately Rs 25 lacs.

According to the break even calculations La Maternite will become profitable after the sales volume exceeds Rs 10 Lacs by the end of the third quarter of the second year.

CONTROLS The quality and customer service

satisfaction will be closely monitored through a feedback form available to the customers at the end of the purchase. This will enable us to correct any problems that may occur in the initial stages.

Corrective measures will be taken to monitor the deviation in monthly sales and expenses.