URBANE SUNGLASSES

WATCH IT, LOVE IT, WEAR IT

Presented By

ARIJEET DUTTADY PATIL UNIVERSITY

VISION: To be a world class, innovative & progressive organization and to build India’s most desirable brand.

Mission: To build its image as a quality product first, and then will begin selling higher profit luxury sunglasses and to contribute to society.

Marketing Mix Product

Sunglass Shape: Aviator, Oval, Rectangular, Cat eye, Sport.

Protection: UV protection + protection from Dust.

Lens material: Glass, Plastic, Composite.

Frame material: Metal, Plastic & Composite.

Apparel color:

Price

Segment Average Price Target Audience

Mass Market Rs.800+ Middle Class

Premium Rs.2000+ Upper Middle Class

Ultra Premium Rs.10,000+ Upper Class

Promotion

Urbane will depend upon several promotion strategies to reach new customers.  These strategies include:

Advertising E-mail Media In addition, the company has an established

marketing strategy that relies upon celebrities, market specific advertising, product promotion, and "giveaways" that will establish Urbane presence in the sunglass industry.

Place

Urbane has best selling outlets which is convenience for consumer to buy.

Urbane will have 60 stores in 35 towns. About 30 service centers in 25 towns.

Market segmentation

Market segmentation on the basis of :

Demographic segmentation:Urbane has segmented the market on the basis of

age, social class , occupation, Income .AGE - 20-40GENDER– Male , FemaleSOCIAL CLASS: working class , upper class ,

upper middle class . OCCUPATION : Working Professionals , Student ,

Sportsman.INCOME: Family Income of greater than 3-4 lakhs

per annum (approx).

Geographic segmentation :Urbane has segmented market on the

basis of region, climatic conditions.It will be available all over INDIA , online

sites, showrooms and services centers are situated in every cities.

Sunglasses is mostly needed in summer season to protect from UV rays.

Psychographic segmentation : Urbane has segmented the market on the

basis of lifestyle and personality .Lifestyle: culture-oriented, adventures

sports-oriented, outdoor-oriented.Personality : Ambitious, Fashion Conscious.

TARGET MARKET AND POSITIONING

Stages in buying process

Product life cycle

Urbane is in growth stage now as it is making rapid climb in sales.

Early adaptors like the product and the additional customers start buying the product.

The company continuously coming up with the new features and variants keeping the brand moving forward satisfying tastes and need of different customers.

PACKAGING Urbane has come up with new and

contempory packaging for its sunglasses which attracts youth.

Stages of new product development

VALUE PRICING

Price is set in accordance with customer perception about the value of the product .

Urbane includes status product/ exclusive product.

5 M’s of Marketing

Promotion Mix

Advertising.

Sales Promotion.

Public Relations.

Personal Selling.

Publicity.

Direct Selling.

Promotional Mix ObjectiveBuild Awareness

Create Interest

Provide Information

Stimulate Demand

Reinforce The Brand

Advertisement• Magazine• Bill boards

• Facebook

• Google

• Stores• Service

centers

• We will create our own website

Traditional media

Social media

ShowroomWebsite

Ambush marketing Organizing a contest near about major

events such as Indian Premium League, Indian Soccer League. Musical Event etc

Distributing free goodies for the person who wins the contest.

This indirectly creates an impact on people about the brand.

It helps in creating brand Image.

Distribution ManagementDistribution refers to bringing the final product to the market and giving it to the final consumer.

PATTERN OF DISTRIBUTION

INTENSIVE DISTRIBUTION

INTENSITY

SELECTIVE DISTRIBUTION

INTENSITY

EXCLUSIVE DISTRIBUTION

INTENSITY

Distribution Channel

Manufacturer

C&F AgentsMother Godown

Distributor

RetailerConsumer

List of channel member

C&FAs and C&SAs

DISTRIBUTION

RETAILERS

ELECTRONIC CHANNEL

WE NEED THEM

MORE THAN THEY NEED US

Our sales team will visit the Retail outlet

Each and Every month visit are made by the sales official.

Every six months seminars are conducted to make any further improvement in the distribution process.

Major Competitors

THANK YOU