jaspal kids

Name ID. Number

1.Chaianant Satchachai 496-9780

2.Chaiyapat Intanin 496-9781

3.Cheewathep Srisontisuk 496-9786

4.Kasara Tangwirotthan496-9791

5.Kitti Jitrumluek 496-9792

No existing kid’s strategy of JASPALMarketing growth rate 6% -> Potential

MarketHigh opportunity to enter market

Brand Success

High gap -> Less competitorShare cost of production

Rational Behind Product Selection

Vision

To deliver high fashion ready-to-ware clothing to consumers

at an affordable price

MISSION

To offer “Luxurious & Affinity Styles Clothes for your KIDS”

Always provide the best and superior quality products

To be the leader in Kid Apparels Industries

ObjectivesTo create brand awareness.To meet customers wants and

demands.To expand new product line into the

new market.Examine the marketing strategies in

order to enhance the business performance.

To gain 6% of company growth rate.

Total Market value 2 Billion BahtExpect 5% market share of total market

(5% of 2 Billion = 100 Million Baht)Equal to 10% of total yearly revenue

generated from JASPAL brand

Market Share

Thai population age between 0-15 years is equal 15,000,000 (Thai census department year 2006)

Assume equal population into 3 groups:1.Age 0-5 years = 5

Millions2.Age 6-10 years = 5 Millions3.Age 11-15 years = 5 Millions

Market Size

Target Market & Prospect

Our target market is in range of 6-12 yearsSo, we assume the total market is 5 million

kidsFrom our target market, we expect 2% to

be our prospect (100,000 kids)

Segment of JASPAL KIDS

Market Sectors : Demographicsinfant/toddler (0-2 years)pre-school (3-4 years)

young boys and girls (5-8 years)pre-teen (9-12 years)

Segment of JASPAL KIDS (Continue)

Market Segments: Psychological Fashionable seekers:

modern lifestyle, always seek for new design and unique products

Occasional buyers: Party, Gift, Wedding ( for special

purpose) Brand loyalty:

personal preferences (Family or Parents are the customer of JASPAL)

SWOT Analysis: StrengthBrand Image & Awareness: having Strong

and Positive brand image in terms of ModernityQuality

Product Design & Collection: have variety of product offering in terms ofSizesColorStyles

Product Quality: using high quality raw materials for production

Strength (Continue)

Financial Management: Good balance in financial statement

Distribution Channel: Good selected location

SkillsHaving skilled labors that are capable of

cutting and sewing fashion clothes or complicated patterns.

Good Customer Service

Weakness

Turnover Rate: Staff are not loyal to the company

New entrant: new to Kids clothes market

Opportunity

High Growth rateEasy to entrants into High marketBecause there are not many competitorsHuge market capacityDeal prone customer: Easy to switch

brands and try JASPAL Kids

Threat

Short Product Life Cycle: Product keep changing so it is easy to obsolete

New entrants: Both existing Brands in Apparel Market and new enter

Unstable economic situationDeal prone customer: low loyalty

Jaspal Kids can classify into two main sections Boys Girls We concentrate on Luxurious concepts clothes

which are Formal dress, suites Casual wares Jeans wear (denim) Accessories: belt, hat, cap, bag, glass Seasonal Collection Summer Winter Rainy

Marketing Mix: Product

Jeans (Denim Style)

Formal Dress and Suit

Casual

Fashionable Teenagers

Product Design Collection

Marketing Mix: Price

Jaspal enter market by positioning itself in high market luxurious kids apparel, therefore the price will

range between 500-5,000 THBThe price relies on the decoration, fabric, textile, pattern, and cutting

JASPAL Kids is located in the best place for shopping in Bangkok:Department Stores: New counter in Kids

clothes sectionThe Mall, Central, Siam Paragon, Emporium, Central

World, Gaysorn Plaza

PlazaExisting JASPAL shop

Specialty store: JASPAL Kids shopNew arrival (collection) boutique

Marketing Mix: Place

JASPAL Kids Club – build customer loyalty 10% discount Reward points

Spend every 500 THB , get 1 reward point Up to 10 point get additional 5% discount/ time Up to 20 point get additional 10% discount/ time

Birthday Gift Voucher 500 Baht

Special activitiesKids Camp, Kids designer contest

Old clothes for new clothes- charity (enhance brand image) Condition: Any brands old clothes can exchange for 5%

discount/item

Marketing Mix: Promotion

Magazine Modern Mum Mother & Care Nation Junior Student Weekly Ploy gam Petch Lips/ Lips Luxe

Website www.jaspalkids.com

Postcard Prospect : distribute to household village grade B+ (3 million

THB up) Send only for member

Advertising

Road Show International school (Bangkok Pattana, Adventise, etc.)

TV program sponsor: offer new collection for TV program participantSu pere MaeTodsakun Dek

Billboard Highway Suwannaphoom

Advertising (Continue)

Advertising: Action Plan

Financial Planning: AdvertisingFinancial for Advertising 2007-2008 (First Year)

Activities Price Number Total

Jaspal Kids Member Club 50

10

00

00

500,000,

0

Old Clothes for New Clothes Charity 100

3 0 ,00

0

300,000,

0

Magazine Advertising

Kids Magazine:

Nation Junior55,000

6330,000

Student Weekly110

0006

6 6 0 ,000

Parents Magazine:

Modern Mum68,000

74 7 6 ,000

Mother & Care55,000

7385,000

Ploy Gam Petch52,000

7364,000

Lips/ Lips Luxes4 7 ,000

7329,000

Road Show500

0004

200,000,

0

TV Program Sponsor300

0008

240,000,

0

Public Relation100

00012

120,000,

0

Billboard250

00012

300,000,

0

Postcard 5

50,00

0

250,000

Website: www.jaspalkids.com500

000Always

500,000

Total Advertising 19894000, ,

Financial Planning

Financial Planning (Continue):

Market Research

QuestionnaireQuestionnaire

Question ObjectiveTo know what should be emphasized in

developing our product.To study buying behavior.

Mental Map

QualityQualitySmart

DifferentiateDifferentiate

OutstandingOutstanding

AffinityAffinityBrightBright

DelightDelight

ModernModern

LuxuriousLuxurious

FashionableFashionable

Jaspal Kids

Positioning Map

Low Price High Price

High Brand Image

Low Brand Image

Price vs Brand Image

Fido Dido

Giordano Kids

Mickey MouseAIIZ

Lee Kids

Bossini

Puppet

ZaraGuess Kids

Espirt

Lacoste Kids

Nike KidsElle KidsJaspal Kids

Perceptual Map

Low Luxury

High Luxury

High Fashionable

Low Fashionable

Luxury vs Fashionable

Fido Dido

Giordano Kids

Mickey Mouse

AIIZ

Lee Kids

Bossini

Puppet

ZaraGuess KidsEspirt

Lacoste Kids

Nike KidsElle Kids

Jaspal Kids

Strategic concern for JASPAL KIDS

brand successfulness

Modernity & Luxurious

design

High quality raw material

Customer relationship management

(JASPAL KIDS MEMBER CLUB)

Selective Brand

(corporate) communication

High volume purchase – high sales

volumePricing and Promotion

correlations

Selective shop and counter

location

Social responsibilitie

s

Brand Successfulness