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Find colorful brassiers, comfortable panties, and naughty nightwear for the most fashionable girl's night outs and sleepovers. Discover the hottest trends in lingerie with trendy designs and affordable prices.
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Feasibility : Expert comments “The hottest colours for this season are shades of pink. It ranges from the extreme fuchsia to light pink. Young girls are also into deep necks and cleavages. In the knickers segment, the bikini style, thongs, G-string and boxer shorts are still going strong”-Anuradha Burman, Production Head, Etam “One of the hottest trends this season is bras with scallop lace trimmings. In fact, a lot of bold girls who sport deep necklines even want the lace to peek out” -Shraboni Mukherjee , Triumph
“Young girls are no longer the shy, not wanting their lingerie to show types” -Shraboni Mukherjee , Triumph “Young college girls want seamless bras to wear with figure hugging T-shirts. Also, the multi-way bras — ones which can be used with racer tops and halter tops are highly in demand. One other hot trend is detailing on the straps. Since many girls wear colourful ganjis, they are more than happy to show of their intricately designed bra straps” - Dalbir Bains , Boudoir London “The max pricing for a bra should be Rs 350-400. Below that the quality is less and beyond that saleability is less.” - Sanjay Sindhu, GM Bodycare
VALUE PROPOSITION • For young and college going girls between the age group of 17 to 24, • VOILA is a fashionable wardrobe extension, • That offers very trendy, funky and vibrant lingerie at affordable prices, • Because of components used such as attractive trims, comfortable fabrics and 2 way stretch pads.
SEGMENTATION • DEMOGRAPHICS SHE is a 17-24 year old college going student. • GEOGRAPHIC She lives in an urban, relatively developed city in India; and belongs to a middle or an upper middle class family.
PSYCHOLOGICAL • Personality: extrovert, variety seeker, experimental & street smart personality • Activities: Goes for latest movies, rock concerts, fashion events etc. Like to be with friends during leisure time. • Interest: Fashion conscious & pampers herself. She wants to imitate her favorite actress. • Opinions: She likes innovation & believes change is a part of life.
A VOILA! CONSUMER 21 year old, Pearl Academy student. Confident-knows what she wants Fitness freak Naughty and Mischievous Street smart personality PARINA Flirtatious Fun loving, loves to go for frequent holidays
Anmol Sethi Wakes up at 7-7:30 am Till 1-2 am: Watching TV, reading, internet, study, phone calls Reach college at 9 am Radio, Newspaper, Oudoor Internet, TV,friends, Magazines Books, magazines, friends 8:30-9 pm Dinner. Relaxation, T.V Attending lectures • Leaves college at 3 pm; • Hang out joints- CCD, Big Chill ,Dhabas • Movies • Shopping Outdoor, Internet Radio, friends, Outdoor, Malls, Events 6 pm Swimming, gym, jogging, surfing net, study
PICTURE OF SENDER PERSONALTY 20 years, Bold, experimental, colorful & Playful PHYSIQUE Logo- Pink color, feminine E X T E R N A L I S A T I O N I N T E R N A L I S A T I O N RELATIONSHIP Flirtatious, fast changing, CULTURE Modern REFLECTION They are young girls, fashion conscious, bold, fast, have an attitude, yet economy minded. SELF –IMAGE I am trendy, street smart. I know what I want & how to get there. PICTURE OF RECIPIENT
STRENGTHS • Strong Product Mix • Outsourced Production. So, low cost. • Lower prices compared to international brands. • Vast distribution network: 1000 stores in 40 cities. • Dominate market through image & communication • WEAKNESSES • Slight change in costs can lead to vast changes in IRR & profitability. • Low quality compared to international brands • New entrant in lingerie industry
OPPORTUNITIES • A market with large hidden strength. In value terms, lingerie is 3rd largest market in India estimated at Rs. 5,680 crores (2007) (Source: Images) • Changing shopping patterns • Very high level of dissatisfaction among consumers. • THREATS • High degree of price sensitiveness • Consignment sales: a hindrance • Large number of competitors • Economies of Scale • Online Retail
HIGH PRICE LA SENZA MARKS &SPENCER UCB ETAM TRIUMPH VERY TRENDY LESS TRENDY ENAMOR • Voila! LOVABLE JOCKEY BODYCARE LOW PRICE
ECONOMIC ENVIRONMENT • GDP: • Was $690 billion for 2005-06 & expected to touch $1 trillion in 2010-11. • Economic slowdown-worldwide recession: • Indian retailers are looking at ways to trim expenses and protect their profits. • Pantaloon India Ltd has begun integrating the management, marketing, HR, IT, dept. of its units into The company intends to save around Rs. 165 crore.
SOCIAL ENVIRONMENT • Government’s ban on FTV • Banned for airing 'Midnight Hot' programme showing women in lingerie which was later removed. • Allowing TV channels to beam adult content, but only at fixed time slots. • Lifestyle changes • In last 10 years the amount people have been spending has grown at over 10%. (source: rising incomes and consumer spending in India; the impact on retail 2005) • New generation spending more on luxury.
TECHNOLOGICAL ENVIRONMENT • Increase in internet retailing • shopimagine.com, letease.com by Ayushveda- luxury lingerie websites. • Etam, Jockey, Enamor are into online retailing. • Marks & Spencer developed a range of lingerie that is suitable for women that have had breast cancer.
POLITICAL ENVIRONMENT FDI REGULATIONS • Foreign retailers would want to set up joint ventures in which they have control, rather than go through the franchise route. • The 49% FDI allowed in India, initially was seen as the death of franchise system in India.
PRODUCT MIX • Bras • Everyday basics • Non Under wired non padded • Under wired and padded • Underwired non padded • Sports • Racerback • Convertibles • Push ups • Demi Cups
Underwear's • V Strings • G Strings • Bikinis • Hipsters • Thongs • Nightwear • Pajamas • Spaghettis • Sleep shirts • T shirts • Shorts
PLACE • Intensive distribution strategy • Starts in North & West. Year 3 for South & East India. • Voila Products shall be sold across 44 cities, 1000 stores by the end of 5 years
BRAND LAUNCH- PROCESS & PLAN PROMOTION
PRE-LAUNCH • Done in phases: Start with North, then west, south & then East • Start 1 month prior to main launch. Focus: creating curiosity in young minds. “The Secret of the cat’s paw” • Hoarding consisting of just the cat’s paw (logo) & brand name. • Cats footprints start from main entrance of store and go upto lingerie section. • Newspapers- similar ads.
LAUNCH- “The Secret of the cat’s paw” revealed • Large Scale ‘all girls’ event • In main campus area, New Delhi • Week prior to launch- advertisements inviting girls for event • Major media to be invited • Main highlight - beach theme party with ‘volleyball match’. • Winners awarded Voila! Vouchers etc. • Dress code for party would be ‘craziest or most wicked outfit’.
Contestslike ‘the Most wicked thing you have ever done’, ‘Who dares wins’ etc. • Winners tagged as -“WICKED ANGELS” • Prize: ‘Wicked Angels’ Voila! T-shirts, free vouchers to shop from Voila! , chance to feature in Voila! Advertisements & chance to write for Voila! Magazine. • “Wicked angels” : targets psyche of young girls • Free paw tattoos available for girls. • Stuff sold - Devil’s tail, head bands and Paw shaped pendants.
POST LAUNCH • Voila! Magazine • Quarterly issues published. • Small editorial team with contributions from “wicked angels” - responsible for publishing &circulation. • North & West main emphasis, maximum effort (&funds) on publicity in these 2 regions. • Ads through: • Print media :Elle, Femina, Seventeen, Brunch. Supplements of main national dailies like Delhi Times • Television ads on Channel V, MTV , movie channels • Voila! Events to be held round the year in different forms
ADVERTISMENT BUDGET For year 0
