ADVERTISING AND BRAND MANAGEMENT

PROJECT REPORT ON CHUMA PRODUCT LAUNCH

Submitted to: VIPUL GOEL (FACULTY)

Submitted by: HARSIMRAN MADHAV MAYANK ROBIN MANINDER SUNEEL

INDEX

1. Print Advertisement 2. Logo of Chuma 3. Objective of Company 4. Core Value Of Company 5. Some Samples of Chuma 6. Marketing Mix 7. Swot Analysis 8. Segmentation , targeting And Positioning

Logo & tagline

Objectives of the Company

To give it a mass appeal Bringing distinctive design and global outlook Chuma is predominently performance oriented high quality product. Fashion, an integral part of it. Quality as well as style Focuses both on fashion and performance Produce low end products even in emerging markets

CORE VALUES Core values which comprises in Chuma shoes are as follows:N x = Excellence We shall strive for excellence quality of standard

I = Integrity We shall perform duties professionally and ethically

C = Commitment We shall be committed and loyal to our companys vision and mission.

E = Empowerment We shall empower our employees by practicing job delegation and succession planning.

T = Team Work We shall be united in achieving the companys goals.

I = Innovation We shall nurture innovation and creativity.

P = Productivity We shall continuously improve and increase our productivity.

S = Social Responsibility We shall be a caring corporate citizen by being socially responsible to the society and environment.

Some Samples of CHUMA:

Marketing Mix:
4 Ps Chuma implements a number of marketing strategies to sell its products. One of the most important considerations is its marketing mix, better known as the 4Ps

The marketing mix or the 4 Ps of Marketing are Product, Price, Place (distribution) and Promotion. chuma's 4Ps are the following:

1. Product Chuma offers a wide range of casual wear shoes. Currently it is working on launching itself in the shoes market. The shoes itll offer would be funky, casual wear shoes, like sneakers, canvas shoes, casual wear sports shoes etc. Customers would have an option to customize Shoes and their designs. 2. Price Chuma Shoes would be offered in the price range of 800 to 2,500. The basic target customers are young boys and girls, who may belong to any of the market segments.

3. Place

As the objective is to grow step by step, its operations would first be started in Delhi / NCR. Chuma shoes will be offered at exclusive Chuma Stores, multibrand stores in the Delhi / NCR and also through its website. 4. Promotion Chuma shoes would be promoted through various medias like Print (youth magazines, newspapers etc)., internet, TV, Radio, Bills / Stickers, outdoor advertising at McDonalds, KFC, CCD, Hard rock Cafe and other restaurant chains and Malls. Visual merchandising at retail stores, malls etc. Chuma will also sponsor events such as college festivals, rock concerts, fashion shows etc. Contests and lucky draw schemes, where one Chuma buyer, each week, would win a Kawasaki Ninja 350 and there would also be other consolation prizes like TVs, iPhones etc. Every 100th buyer would be reimbursed for his purchase. Brand ambassador for Chuma Shoes would be Imran Khan.

SWOT Analysis of Shoes - CHUMA

Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs.

1) Strength A) Low prices with better quality B) Best Services either within stores or online delivery.

2) Weakness A) Lack of PAN India presence. B) Lack of awareness because we are new in market.

3) Opportunities A) Large Number of youngster in the country which means high growth prospect. B) Sporting events are organising at very fast pace.

4) Threats A) Well established Brands presence in the market like - Converse, Reebok etc. B) Global/Domestic economies.

Use of SWOT analysis

1) The usefulness of SWOT analysis is not limited to profit-seeking organizations. SWOT analysis may be used in any decision-making situation when a desired end-state (objective) has been defined. 2) SWOT analysis may also be used in creating recommendation during a viability study/survey.

Below the line promotion for Shoes CHUMA

Below the line sales promotions Below the line sales promotions are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. This has led to a shift from the regular media based advertising.

Methods of below the line sales promotion

1. Price promotions

Price promotions are also commonly known as" price discounting". These can be done in two ways:

(1) A discount to the normal selling price of a product (2) More of the product at the normal price. Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales

boost (during the discounts) followed by a lull when the discount would be called off.

2. Coupons

Coupons are another, very versatile, way of offering a discount. Consider the following examples of the use of coupons: - On a pack to encourage repeat purchase - In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer - A cut-out coupon as part of an advert - On the back of till receipts The key objective with a coupon promotion is to maximize the redemption rate this is the proportion of customers actually using the coupon. It must be ensured when a company uses coupons that the retailers must hold sufficient stock to avoid customer disappointment. Use of coupon promotions is often best for new products or perhaps to encourage sales of existing products that are slowing down. 3. Gift with purchase The "gift with purchase" is a very common promotional technique. In this scheme, the customer gets something extra along with the normal good purchased. It works best for - Subscription-based products (e.g. magazines) Consumer luxuries (e.g. perfumes) 4. Competitions and prizes This is an important tool to increase brand awareness amongst the target consumer. It can be used to boost up sales for temporary period and ensure usage amongst first time users. 5. Money refunds

Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer. Customers often view these schemes with some suspicion particularly if the method of obtaining a refund looks unusual or onerous. 6. Frequent user / loyalty incentives Repeat purchases may be stimulated by frequent user incentives. Perhaps the best examples of this are the many frequent flyer or user schemes used by airlines, train companies, car hire companies etc.

Segmentation:
DEMOGRAPHIC AGE: Anybody who is young and heart SEX: Male and female INCOME: Above 15000 OCCUPATION: students, young professional EDUCATION: college and office goers

GEOGRAPHIC NATION: INDIA LOCATION: URBAN/ SEMIURBAN STATE: METROPOLITANT

SOCIO ECONOMIC SOCIAL CLASS: MIDDLE AND ABOVE

PSYCHOGRAPHIC LIFE STYLE: MODERNISED

Targeting:
Target Group-Male/Female: Individual/Married Working/student Fashion conscious Belong to Middle and upper class of society

Positioning:
Product- Chuma a casual shoes with Comforts. Price- 1000-3000/- Rs. Positioned against competitors likeConverse,Reebok,Sparx,Lancer.