1. Symbiosis Institute of Media & Communication Module: New Media Assignment: Strategic Plan for Launch of a Luxury Brand In India Faculty Guide: Sameer Aasht Submitted by: Kanika Tiwari 218 Divyaraj Brahmbhatt 045 MBA | Public Relations | Batch 2010 | SIMC

3. Brand Profile : FELDO ACCESSORIES LUXURY BRAND From Germany

4. Brand Introduction:

5. Brand Introduction:

6. Brand Introduction:

7. Brand Introduction: Analysis of Existing Online Strategy: 1. Feldo’s has a website which is non interactive and is potential devoid of any customization 2. The online visibility for Feldo is minimum and there is a great for its visibility in online media 3. Feldo has undertaken few social media, networking websites ,channelizing the same to create new customers and making the brand more interactive is yet desired. 4. Low online visibility as compared to its counterparts 5. Very few reviews by the experts resulting in minimum product knowledge and awareness. 6. There is a corporate blog but merely for the sake of existence. Thus overall there is a below average brand visibility in the digital media which needs to be rectified in order to launch the Luxury Brand in India.

15. New Media Brand Strategy for FELDO 3. Exploration FELDO Online Communication will Convey the heritage, authenticity and quality of the brand, it will complement the in-store experience that the majority of consumers will ultimately enjoy. 4. Consideration FELDO will emphasize on Personalized care and attention within a luxury retail environment digitally. Live Chat Facility will enable real-time peer-to-peer consultation for online browsers – direct, contextual engagement with the online experience. FELDO ‘s Website will Recognize online visitors, offer membership and will remember personal information enhance individual engagement. 5. Purchase Integrating the web with retail drives for brand reinforcement. Consumers will enjoy the ambience of the retail environment – enabling them to enhance this experience, by directing consumers to their most convenient outlet further improving brand experience, loyalty and talk ability . 6. Ownership FELDO will offer exclusivity through opt-in and individual communication channels which will enable one-on-one, personalized brand communications with every customer. FELDO will advocate desire ownership that will go further than an arms-length relationship and creating an online ‘club’ deepens engagement still further.

17. There would appear to be three tangible benefits to FELDO in using the Internet more fully. First, with a limitation of handful of outlets across the globe. This potentially excludes those customers who can’t make it to those outlets. A Web site means the expensive goods are available to anyone around the world. Second, the target market for luxury goods tends to be the cash-rich and time-poor, who place a high value on convenience. As Paul Dawson, head of usability at design agency Conchango, puts it: "Given the option, who wants to walk down Bond Street in the rain when you can sit on the sofa with a glass of wine, surfing the Web?“ The Second Life Avatar for Feldo : Feldo will venture into Second life and will emphasize on its positioning With a blend of technology, style & exclusivity factors. To catch in its target potential clientele. FELDO will use the Internet as a means to disseminate information and create desire, use the Internet to find out where the shop is and what products are available. FELDO will initiate the concept where consumers may want to go online to make an appointment with a personal shopper at Feldo Accessories

21. Thank You