Acknowledgement
With pleasure, I express my sincere gratitude to my Project guide Mr. Mohit Gupta, Marketing Manager, Spunk (Future Brands) who spared his valuable time and supported me to work and complete this project and guided me throughout this project. It would not have been possible for me to complete the project without hir timely encouragement and advice at every stage of the project.
My deep sense of recognition to Mr. Udayan Chauhan for his support and guidance. Thank you sir.
I would like to give special thanks to my Institute faculty Dr. K.K DE, who ensured that I was going about my project without any issues. Last but not least I would like to thank all my friends who have helped me with their innovative ideas and
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These include branding, advertising, promotional activities. The study also focuses on identifying the target market for the brand and also includes the STP (segmentation, targeting, positioning). The objective is to understand the marketing and the effectiveness of different marketing strategies through Personal interviews and observation methods. Through interviews with the sales team and the company staff, the SWOT analysis of the brand has been conducted. The project also includes understanding the effectiveness of the marketing communication activities being followed at Spunk by analysing the weekly and monthly sales data at various retail outlets where the brand is present. The project also covers analysing the sales of all the products at various outlets and hence deducing individual product performance and identifying the areas of concern for the company and through this, a BCG matrix has been prepared for the brand. The sales data has been analysed at all the three Multi brand outlets (Planet Sports, Pantaloon, Central), and compared with one another through graphical representation. The sales analysis has helped in constructing graphical representations for the contribution of various stores and through observation of buying behaviour and personal interviews, the study has been successful in …show more content…
Spunk is continually innovating new products, and offers their customers’ new fabrics and revised styles but keeps their core brand thought of fluidity, colours and quirkiness a tradition.
1.4.1 CORE BRAND THOUGHT
Spunk thrives on the energy every Spunky act adds to the world.
Every time a person dances for the first time. Every time somebody forgets who or where they are and breaks into a jig. Every time someone pulls a shy stranger on the dance floor. Every time someone dances alone on an empty beach. Every time a person lets their body to speak their soul.
The brand thought is based on imbibing passive to active spirit. Delivering the true spirit at all times, helped the company create SPUNK the ‘active wear’ – filling the space between sportswear and affordable casual wear successfully.
The company aims to add colour, energy and edgy fun to the lives of people. Products are designed in a way to feel the energy of colours.
1.4.2 BRAND
This research seeks to reveal the importance of marketing strategies in today’s complex and competitive business world. For this reason, this study will discuss various theories, issues and approaches of the marketing linking them with W.L. Gore & Associates and thereby propose the best options, ideas, strategies and techniques for the improvement of the company. To reach the points, this study will especially collect secondary and qualitative data and information.
Peterson, Hayley. "Lululemon Has Entered Completely New Territory With A New Clothing Line." Business Insider. Business Insider, Inc, 18 Mar. 2014. Web. 11 Apr. 2014. .
Director A.G. Rojas employs many fit, healthy, strong people to show the outcome of owning the Reebok shoes. Rojas mixes in shots of firefighters and busy families to forge the all-important connection, linking the obsessive workouts with aspects of daily living. The people within the advertisement are shown to be awake in the early hours of the day and stay out long after dark, risking pain and injury, pushing themselves to the physical and emotional limit. Thriving to be the best they can be physically and
By the end of 1998 though, there was evidence of a crisis occurring. Customers and media pulled together to assist senior management partake in an internal audit to identify the problems and see if they could come to a solution. The purpose of this assignment is to construct a SWOT analysis, highlighting each of the strengths, weaknesses, opportunities and threats that were highlighted in the internal audit. The SWOT analysis is contained within the marketing plan and is the third step in the marketing planning process, coming after the Marketing audit and before any assumptions. (Joisce, Ted (2002), Marketing Planning Lecture Notes – 14/10/02, Mission, Objectives, Strategy, Tactics)
Sustainable clothing that is still luxurious. An unusual concept but this is what Peter Ingwersen, an established Danish designer, has set out to achieve with the launch of his dual luxury fashion brand Noir-Illuminati II. The launch of the socially aware brand has brought a ‘totally new concept’ to the fashion industry promoting Corporate Social Responsibility in an industry that has been slower to take responsibility for the impact its production is having on the environment.
Polo Ralph Lauren’s key success factors derive from the company’s powerful identity. It is notorious for it preppy American style in the designer world, but it is also luxurious, elegant and thrives to always be a classic. It appeals to a wide range of consumers, even if a person doesn’t wear Polo they are at least familiar with what it is. The way the company markets itself is also a big part of its success. For a company that started out less than 50 years a...
The company went with a new concept the “Follow your Folly where it relied on whimsical branding that evoked nostalgic and reflective memories” (Ferrell, 2010.pg 67/473).
This work will determine the baseline of the current market situation for the company, which is essential for any further exercise and analysis. To understand how the business model correlates with the product marketing, need to see if there is any evident cause-effect relationship between product characteristics and the nature of the product company. If such correlation exists, it will be important to see the transition of such characteristics into the company marketing strategy. It can show how company’s strategies can be successfully addressed in a real-world scenario. Both internal and external analysis, SWOT matrix will help to determine the company’s current market position.
Although their branding message was changing slightly during the time, they kept core values and traditions untouched. Comfort, uniqueness, quality and emotional impact – these were always the main associations with the brand. However, other features were being emphasized as time was going by.
Getting this technology patented was a big hurdle. After four years and numerous visits to the Chennai office, the
... emotionally or physically. Dance is a great way to express yourself when you are happy sad, excited, gloomy, or just to make yourself better. Dance did not start very clean or good, it had a mix of everything and it always will. So people who perform it make the best out of it and it becomes their passion. Always makes the best out of worst by dancing yourself in and out of it.
The ability of the management in positioning and establishing the product is a success in any company that operates for marketing and profit acquisition. Furthermore, the ability of the company and its management to complete and maintain a competitive edge among its competitor throughout the product differentiation is another basis to say that is successful. Also, innovation and the constant development on the product lines and the growing number of customers also define the corporate standing of a company. Effective branding strategy and strong brand name are an important part of the profitable business. But, all the strategies and all marketing theories can be worth nothing without the compliance of the desires of consumers.
From 2005 the textile segment has been made up of 2 companies, transforming raw materials into fabrics, from spinning to finishing and ennobling. Handicraft product quality and technological research development characterize this business segment which works with internationally recognized names of the apparel and fashion industry.
Brand offers superior quality of the service to the customer’s expectation and satisfaction. Furthermore, people are much attached to the branded products, as majority of the people purchase the branded products with the belief that brands show their status and life style in the society. And also because they believe that they are purchasing quality when purchasing branded product. As duration of stay creates impact of brand on consumer behaviour, so verification of brand image, brand loyalty and personality should be considered as the significant factors in this regard. It can also be said that there is need to improve the product of a particular brand so that the impact of brand on consumer behaviour is more effective in comparison to the existing scenario. The study also reflects that the product features are very essential for consumers. Advertising plays a very important role in achieving growth for any product or brand. The right media for advertising products and services should be chosen to gain customer attention.
From selling purely ladies’ footwear, Charles and Keith expanded their range of products to include ladies’ bags and accessories in order to cater different demands of the customers. Charles and Keith owns a team of designers that come out with new products regularly and the company has their own R&D team frequently travels to fashion cities to get in touch with the latest design and trend (Singapore Press Holdings, 2009).