BLACK PANTHAR

ABDULMOIZ AHMER (14-ARID-4052)ASAD BAIG(14-ARID-4070)AMIR MANZOOR(14-ARID-4064)NAVEED AHMED(14-ARID-4133)MALIK TAIMOOR ALI KHAN(14-ARID-4100)

CONTENTS Introduction Mission Objectives BCG Matrix Competitors in market: Qualities Market segmentation: Geographic Demographic Psychographic Market targeting Swot Analysis Marketing Mix: Product Price Place Promotion Future Strategy

INTRODUCTION OF PRODUCT The selected product is shoes(color changing)

and our brand name is Black Panther. Slogan: “Matching shoes and shirt complements each

other” Black Panther will make shoes of the following

two varieties.1. High tops2. Snickers

MISSION STATEMENT

“To grant wishes of every adventurer, every one who love matching clothes with shoes is our definition of the adventurer”

OBJECTIVES Create Brand awareness. Start new trend. Make place in market. To satisfy the wants of customers. To be top level shoe brand.

BCG MATRIX According to BCG matrix Black panther is in

Question Mark league since it is highly unique idea so its growth rate is high and as it is a new comer in market it has low market share.

For high growth rate it needs high investment.

COMPETITORS IN MARKET Black Panther is currently facing competitive

environment since we have a lot of best selling brands of shoes like:

1. Nike2. All stars3. Supra4. Adidas5. Air Jordan6. TimberlandSupra’s high tops are the best in the market since they have vast variety and high quality shoes. Adidas and Air Jordan's high tops are also famous in Pakistan. Supra has loyal customer due to association with them and promising quality products.

QUALITIES OF COMPETITORS The following are the qualities in our

competitors:1. They have large distribution channel.2. They have various variety and designs of

shoes.3. There packaging is attractive.4. The brand awareness of there brands are

high.5. They produce in bulk.6. They cover large market.

MARKET SEGMENTATIONIt is the process through which companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs.Types of segmentation used:1. Geographic segmentation2. Demographic segmentation3. Psychographic segmentation

GEOGRAPHIC SEGMENTATION We divided Karachi on basis of districts:

DISTRICTS TOWNSEAST Jamshed Town, Gulshan TownWEST Baldia Town, Kiamari Town,

Orangi Town, S.I.T.E townSOUTH Lyari Town, Saddar Town,Central Gulberg Town, Liaquatabad

Town, New Karachi Town, North Nazimabad Town

Malir Malir Town, Bin Qasim, Gadap Town

Korangi Korangi Town, Landhi Town, Shah Faisal Town.

DEMOGRAPHIC SEGMENTATION

Age 5-30

Gender Only Male

Education Doesn’t matter Income Does matter

Occupation Does not matter

Religion Doesn’t matter

Nationality/race Doesn’t matter

Language Doesn’t matter

PSYCHOGRAPHIC SEGMENTATION

Lifestyle Does matter

Personality Does matterAttitude Does matter

Value Does not matter

TARGET MARKET Black Panther will be first introduced in

Karachi district South Saddar town Clifton and afterwards gradually we will launch it in other upper class areas too like DHA, Gulistan-E-Jauhar and Gulshan-E-Iqbal Town etc. We are focusing on Upper class youth. The prize of Black Panther is high since it is only for upper level.

CONTINUED Many Customers wants to wear shoes of the same

color as there clothes. They think matching shoes and clothes fit together

and makes sense then distinctive clothes and shoes.

They are willing to pay for different colors. They believe dressing is a part of their

personalities and their personalities are symbol of their status.

SWOT ANALYSISSTRENGTHS WEAKNESSESUnique Product(competitive advantage)

New brand(low brand awareness)

Trained personnel New concept or ideaChances of brand loyalty are high since Pakistani made.High quality material used hence high quality product.More effective advertisementOPPURTUNITIES THREATSAcquiring the new technology More competitorsTake over the distributor Political Instability

Increase in distribution channel Economic Instability

MARKETING MIX

• Product• Price• Place• Promotion

PRODUCT Our product is a consumer product, to be more specific it is a

shopping product. PRODUCT DECISIONS:1. PRODUCT ATTRIBUTES:

2. BRANDING:o NAME: BLACK PANTHARo Brand sponsor : Manufacturer’s brando Brand strategy: New brand

FEATURES Our shoes changes its color as wished using a remote.

PRODUCT 4. Packaging:

PRODUCT 5. Labeling:We will print only our logo and size of the shoe as labels.

PRODUCT LIFE CYCLE

Our product falls in introduction stage: Cost is high since product is not produced in bulk. Sales are low since people are not aware of our

product. Usually no Profits since sales are low. It is an expensive stage since the cost of things like

research and development, consumer testing, and the marketing needed to launch the product can be very high. Objectives:

Increase Brand and trend awareness among the people through massive advertising.

To offer basic product, different design and variety will be added later.

Try to charge more to cover up cost and earn a little profit too.

PLACE The initial target of Black Panther is Clifton of

Saddar town. For the availability of our product in Clifton.

We our self are going to be the providers of the product.

PRICE

Overall positioning strategy:Black Panther fall into more benefits for more price strategy since we will provide the best for the best.

PROMOTION For communication we are using various

communication media:1. Electronic media2. Print media

An advertisement is shown in the next slide.

FUTURE STRATEGY

Change preference of the upper class people from all of my competitors to our brand.

Bring more designs. Bring in different category of shoes. Increasing the distribution channel. Apply downward stretching in the future

and create cheap and less quality product for the middle and lower class too respectively.

THANK YOU