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  • Leisure Club Marketing

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    fastnuces
    284 vizualizări24 pagini
    The document discusses Leisure Club's brand extension Club X, which targets young adults between 18-24 years old. It performs a situational analysis including a SWOT analysis and discusses competitors. It analyzes the target market and positions Club X as a fashion brand that enables youth to create an impact. A marketing strategy is proposed following the 4Ps framework, including products, place, price and promotion. Locations and recommendations to refine the target market and establish Club X as a separate entity are also provided.

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    The document discusses Leisure Club's brand extension Club X, which targets young adults between 18-24 years old. It performs a situational analysis including a SWOT analysis and discusses competitors. It analyzes the target market and positions Club X as a fashion brand that enables youth to create an impact. A marketing strategy is proposed following the 4Ps framework, including products, place, price and promotion. Locations and recommendations to refine the target market and establish Club X as a separate entity are also provided.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPTX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    284 vizualizări24 pagini

    Leisure Club Marketing

    Încărcat de

    fastnuces
    The document discusses Leisure Club's brand extension Club X, which targets young adults between 18-24 years old. It performs a situational analysis including a SWOT analysis and discusses competitors. It analyzes the target market and positions Club X as a fashion brand that enables youth to create an impact. A marketing strategy is proposed following the 4Ps framework, including products, place, price and promotion. Locations and recommendations to refine the target market and establish Club X as a separate entity are also provided.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPTX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 24

    Movie Clip

    5/30/12

    Leisure Club Brand Extension CLUB X

    Emergence of Leisure Club Goals and Objectives of Leisure Club

    Size of company/ Locations Three premium sub-brands


    Club X (2005) Working Women LC Kids

    5/30/12

    Strategic Marketing Focus

    Differentiate the two brands, Leisure Club and Club-X Increase brand awareness and demand for Club-X Customer retention

    5/30/12

    Situational Analysis
    Company Context

    Customer

    Collaborators

    Competitors

    5/30/12

    SWOT Analysis
    Strength Weakness Opportunities Threats

    Product Development & Marketing Experience Established Parent Company Strong Distribution Network 22 cities Strong & Loyal Customer Base Quality of Product

    5/30/12

    SWOT Analysis
    Strength Weakness Opportunities Threats

    No Historic Data Delayed ROI Relatively inexperience designers in new segment.

    5/30/12

    SWOT Analysis
    Strength Weakness Opportunities Threats

    Expensive international brands Fashion awareness International Exposure through media

    5/30/12

    SWOT Analysis
    Strength Weakness Opportunities Threats

    Credit crunch - Consumer spending Emerging Competitors Break out, out fitters, Political Turmoil - Karachi (More sales at Hyderabad than Karachi because of its political situation) They have gone unconventional way to start an adult brand after kids brand.

    5/30/12

    Customer Analysis

    Need for high quality fashion clothes Affordability Trend towards smart casual

    5/30/12

    Competitors
    Break Out

    5/30/12

    Collaborators

    Franchises Professional Advertising Agency Vast network of Suppliers

    5/30/12

    Marketing Analysis
    Segmentation

    Customer

    Age Lifestyle Income

    5/30/12

    Marketing Analysis
    Target Market
    Demographic Characteristics

    Customer

    Young adults (18-24) Middle and upper middle class Pursing higher level education (1 million students enrolled)

    Psychographic Characteristics

    Adults who enjoy shopping and socializing Concerned about looks They make lifestyle based choices

    5/30/12

    Positioning
    Tag Line: Brace for impact
    Positioning Statement
    Club X is a fashion apparel brand that enables youth create an impact, through quality products & trendy designs.

    5/30/12

    4Ps
    Place

    Product
    Product

    A wide range of:


    Company

    Product line Designs Colors Sizes

    It conveys a modern lifestyle


    Price

    High Quality edgy designs Complement the wearers body shape Comfortable

    Promotion

    5/30/12

    4Ps
    Place

    Place
    Product

    Sales through company owned retail stores High profile locations Purpose built interiors.

    Company

    Price

    Promotion

    5/30/12

    4Ps
    Place

    Promotion
    Product

    Main communication objectives

    Inform about new range Create positive emotions Generate consumer interest and purchase intentions

    Company

    Above the line marketing

    Print Ads, outdoor billboards, streamers PR & Events, Websites

    Below the line marketing


    Price

    Promotion

    5/30/12

    4Ps
    Place

    Price
    Product

    Price reflects the high quality. Clothing seekers will find affordable and attractive Skim Strategy

    Company

    Price

    Promotion

    5/30/12

    Customer Retention

    Loyalty programs 15 Years Celebration (Circus Event) Discount Coupons Summer Festival.

    5/30/12

    Success Factor

    Graph

    5/30/12

    Perceptual Map
    High Quality Outfitters Club X Stone age Levis

    Low Price

    Cross Road

    Club X Panorama center

    High Price

    Low Quality 5/30/12

    Locations
    Boasting 62 stores across the country.

    5/30/12

    Recommendations

    ERP Required. Refined Target Market. Club-X as a separate entity.

    5/30/12

    Thank you for your attention!

    5/30/12

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