A woman's mind is as complex as the contents of her handbag; even when you get to the bottom of it, there is ALWAYS something at the bottom to surprise you!

Peperone- Affordable Trendy Fun

Own a

Peperone!

Why a Peperone?

Simple:o No better way to set a statement and get noticed

everywhere, effective and pervasiveo The designer feel at a reasonable priceo Easy to carry o Carry your heels, wear your flats: You can easily wear flats

to work and in your peperone carry your not so comfortable heels for the party after!

o You can take it anywhere and everywhere, anytime! Be it on a shopping spree, an important meeting, college or school

Peperone and its benefits

• Peperone makes versatile handbags for women in the target group of 16-29 years ranging from Rs. 745 to Rs. 2195

• It came to being in the winter of 2011 and unveiled its first collection at India International Leather Fair 2010 in Chennai. Even though its a relatively new brand, Peperone has attracted a tremendously large and loyal following.

• These bags add color and flavor to the life of a woman.• Peperone bags are economical, superior quality as well as

eco friendly (GO GREEN!!)• They are spacious, exquisitely stylish and go well with any

outfit• They are extremely well crafted, beautifully designed and

emphasize on fine detailing and ease of comfort

Major problem areas • Complete lack of awareness of the brand Need to modify the logo and the tag line by making it more

effective so as to attract consumer attention thereby making them aware of the brand and instilling an urge to possess a Peperone.

• Improvisation of the online presence (facebook page, twitter, etc)

With the advent of numerous new handbag brands (targeting women in the age group of 16-30) entering the market and updating their facebook pages on a regular basis, revamping the facebook page and making the display more attractive and eye catching

Adding different names to each category of hanbags as well as differentiating among the different type of handbags and classifying them into the following types:

Totes Slings Shoulder bags Clutches

Roaring leopard

The Dark Knight

Daily blues

Grapevine Bow like a princess

Double trouble-orange and blue

Target Group

• Target group is women in the age group of 16-29 years, on the basis of understanding their need for handbags they can be further sub divided into the following segments:

Bags for school going girls + College going girls Bags for corporate women• Girls in the age group of 16-21 belong to the school going

and college going category and prefer bags that are funky and vibrant, economical and can be changed on a daily basis to match their outfits along with being spacious to fit in their daily course books etc.

• In contrast to the women in the age group of 21 and above including the working class who prefer bags that are sturdy, smart looking and easy to carry

What do women really want?

I want a trendy and

spacious bag which suits my pocket

and my style! I want a sturdy bag

to meet my needs of ease and comfort in traveling especially since I use public

transport daily and good looks are just a

bonus!

Preference of working class

GOODBYE

BULKY

BORING

LAPTOP

BAGS

HELLO CLASSY

LAPTOP TOTES!!

Facebook presence- Current and Future

Currently sold only online on bagskart.com, flipkart.com, yebhi.com, jabong.com, infibeam.com, tradus.com, etc. Facebook likes: 14,445

In order to increase likes on the facebook page, introducing a contest involving winning bags by posting instagram pictures with your favorite bag type can be started and every month choose a winner and tag her in order to make the friends and friends of friends also aware about the brand

Another way of getting likes on the facebook page is by getting votes on the photography contests held by colleges which can be won only if one likes the picture along with the Peperone facebook page as well

Keeping an intruiging question of the week based on the history of a type of handbag and posting the picture of the winner of the week and giving an offer “Buy two bags and get a discount on the second”

People are lazy and rely on others for news, so share the news on the facebook page that way people visit your page as well

Twittermania• Aimed at target group-college and

school girls who are inspired to follow the major iconic trendsetters and fashionistas in the daily drama sitcoms and movies

• Targeting college and school girls going by the ever famous television series “Gossip Girl” which focuses on the central character who is a powerful trendsetter and is admired by everyone and identifying “Who’s the Queen B of your group?” (whos looked upto and sets the fashion statement) to create buzz among the girls and create more retweets

• Hashtags: #myqueenB

• Tweets relating to their own life story- “What’s your own most memorable bag story?”

• Tweeting about the favorite celebrities one relates to- “Which celebrity are you most like and why?”

• As a handbag is a daily necessity for a woman she keeps it close to her heart and her closet, it not only makes her feel complete but also gives her a sense of security and confidence, with the most important feeling of all i.e. the HAPPY feeling- “How does your bag make you feel”

Hashtags: #persuitofhappiness

HAPPY GIRLS

ARE THE

PRETTIEST

Pinterest-ing Pinterest presence: Current display is only of 7-8 bags Future scope- To increase the number of items displayed

with the idea of having at least one handbag of each type to make consumers aware of the different type of handbags offered and increasing their knowledge about the same

Pinning different style icons promoting vintage fashion such as Audrey Hepburn, Marilyn Monroe, etc. as well as modern day fashion icons such as Victoria Beckham, Sarah Jessica Parker, Kareena Kapoor, etc.

Involving a contest to repin a bag in the most innovative and different manner with the most effective tagline aptly describing it and win a bag

Other advertising avenues Collaborate with a cosmetic

brand eg: Maybelline, Lakme and with the bag give an added accessory free like a lip gloss

Tie ups with corporate magazines and offering with a half yearly subscription of the magazine a laptop tote free

Advertisements in In Flight magazines and other corporate magazines

Ending of college and starting work requires a complete transformation in a woman’s life, just another reason to shop for handbags for the new work life, hence giving discounts to freshers leaving college and entering the corporates

Making the brand available for sale in school fests, college fests, events etc

Targeting influential heads of different cultural societies in girls colleges to endorse the brand in events like fashion shows, plays, etc.

Taking customer feedback regularly so as to understand their need in the best manner and making further amends accordingly

Targeting the youth, make a microsite with a game to intrigue women and customize bags according to their body type- “What kind of bag suits your body type?”

Someday in her life, every girl dreams of being her own model, also introducing the concept of ‘pep themes’ wherein one

can be their own model and add different bag themes to their pictures, for example: “partying the night away” theme would include a party clutch whereas “in a meeting” would include a laptop tote or a regular shoulderbag Mypeperone/ peperone webpage.docx Following fashion blogs started by school girls and college girls discussing the latest trends on shoes, clothes, bags, etc.

WHAT CARS ARE TO MEN….

…..BAGS ARE TO WOMEN