Versatile

Donnelle Ice Laura Po-Yi Dr. Sachin Saigal Zibu Zachariah

Introduction
Versatile plc after R& D developed a new fabric code named "NEWFAB 2020". Pioneer , first of its kind in the market. All unique features like waterproof, breathable, non flammable, strong, tough, durable, stretch, heat resistant, stretch and shrink resistant and crease resistant are combined in one fabric. No room for growth in the current markets. We are required to develop new finished product that truly utilizes all the features of NEWFAB 2020

Strength
Diversified Product Product NEWFAB 2020: low cost, waterproof, breathable, non-flammable, heat retarding, stretch and shrink resistant, strong, tough, durable and crease resistant, easily cut into shape without fraying, pierced without running, easily stitched or sewn, can be glued to itself or other fabrics, can be dyed High investment in R&D

Opportunity
Exploit new product Growing awareness about eco sensitive products

Weakness
Further growth of existing products is difficult. Lack of product design experience.

Threat
Intense foreign competition New product substitutes Market saturation

PRODUCT IDEAS

Uniforms: Firemen uniform, Auto racing suit , Construction workmen uniform Athletic suit Waterproof coat Home dcor curtains/carpets, furniture coverings Shoes Bags Car flooring and seats Fire & waterproof building material Tent & Sleeping bag

PRODUCT SCREENING Analysis Performed Target Market: Europe

Market
Attractiveness

High

Average

Low

Relative Strength High Average Uniforms Home dcor Fire & waterproof building material Shoes - NA Tent & Sleeping bag Bags (e.g. notebook Waterproof coat and sports bag) Car flooring and seats - NA - NA -

Low

Athletic suits

PRODUCT CHOSEN BASED ON THE ANALYSIS Based on the Market Attractiveness and Relative Strength analysis, Uniforms is the most suitable products to market and develop now.

Marketing Plan

The idea/concept To use the new product, NEWFAB 2020, to develop new and unique products to sustain the companys growth Objectives: To develop uniforms that will appeal to the market and will sustain the growth of the company for the next 10 years Competitive Positioning Target Market: Uniforms: Fire Department, Construction Companies, Car Racing Clubs/ Racing Companies Competitive Advantage: Product differentiation

Marketing Mix
Product To develop Fire proof Uniforms for: Firemen Auto Racers Bikers/ Cars Workmen Construction The Uniforms would be named as DuraWear

Price
Promotion
Distribution

Marketing Mix
Product The prices would be High (5 10%) in comparison to the competitors.

Price Promotion
Distribution

Marketing Mix
Product The prices would be High (5 10%) in comparison to the competitors. Campaign/ Launch Shows: Products would be put on display for demo purpose. Media: Magazines/ Newspaper, TV, Radio & Internet

Price Promotion
Distribution

Marketing Mix
Product Direct Sales to the customer.

Price Promotion
Distribution

Marketing Mix Contd

Organization: Brand management organizational structure Control: Online customer survey, Paper customer survey, Regular market analysis

Q/A