Download - D:\Lurve Madhuparna(97) Priyanka(30)
Madhuparna Das – 97
Priyanka Purkayastha – 30
MBA (Advertising)
Batch - 2010
Launch of a stylish affordable ladies shoe brand in
India
The Indian footwear retail market is expected to grow at a CAGR of over 20% for the period spanning from 2008 to 2011.
Footwear is expected to comprise about 60% of the total leather exports by 2011 from over 38% in 2006-07.
Presently, the Indian footwear market is dominated by Men’s footwear market that accounts for nearly 58% of the total Indian footwear retail market.
By products, the Indian footwear market is dominated by casual footwear market that makes up for nearly two-third of the total footwear retail market.
As footwear retailing in India remain focused on men’s shoes, there exists a plethora of opportunities in the exclusive ladies’ and kids’ footwear segment with no organized retailing chain having a national presence in either of these categories.
The Indian footwear market scores over other footwear markets as it gives benefits like low cost of production, abundant raw material, and has huge consumption market.
The footwear component industry also has enormous opportunity for growth to cater to increasing production of footwear of various types, both for export and domestic market.
Bata India Ltd. Liberty Shoe Ltd. Khadim India Ltd. Metro shoes Mochi Catwalk Possible foreign entry
Age – 18-35
Geographic- Urban (mainly metros)
Psychographic – Fashion conscious, independent, working, ambitious
Sexy
Suave
Sophisticated
Stylish
The name Lurve suggests theFlirtatious, falmboyant nature of the brand
Most women in India are not really conscious about what shoe to wear
‘Lurve’ will create a brand culture amongst the target audience
Women will be encouraged to pay as much attention to their shoes as they pay to clothing
Affordable
Ranging from Rs 350 – Rs 1500
Carried out in 3 phases Pre-launch Launch Follow up
Shoes Everywhere…
- Tie –up with Cake shops where shoe shaped cakes will be available
- High heel shoe cut outs on lamp posts
- Ambient advertising: Images of shoes on multi-storied buildings
Our target group can be majorly found in pubs, lounges, sports bar etc
‘Ladies night’ is a special attraction in metros like Mumbai, Bangalore etc
Cocktails or mocktails can be named on the brand name ‘ Lurve’ to create a lasting impression
Sizzle with shoes on..
All four metros and semi-metros Dresses will be designed with the shoe theme
in mind Models will walk the ramp with shoes as their
accessories
Maintaining the brand culture..
After the success of the launch fashion show, it could be taken up as a regular property.
Sponsoring college fests and organizing ‘dream’ fashion shows (the winner will act as the model for the next ad campaign) at an inter-college level.
Shoes and the targeted brand image together can be used very effectively in outdoor medium
A massive sized shoe can be put up on the hoarding place with just the brand name
The crux is to make the brand name familiar to the style statement impressed upon by the brand
One of the best mediums our target can be reached is the new media.
Facebook (communities, fashion games etc)
Twitter (any new range will follow you as the tweet)
Blogs ( Specialised branding in blogs like ‘striding in my stilletos’ by Queenbee)www.stridinginmystilletos.blogspot.com
The showroom door handles will be in the shape of shoes
The couches and other interior decors will also imbibe the shoe theme
Free pedicure and foot massage session for people exceeding purchase of a certain amount
Every week a particular day will be dedicated as the “lurve day”
Special discounts, free gifts and vouchers will be the added attraction
