Vero moda Bridal Wear - Product and Brand Management Presentation!! New Product Development, Brand Personality Brand Equity, Segmentation, Targeting and Positioning

1. Launching its Bridal Collection
Presented By:
 Amardeep Dubey
 Krupesh Shah
 Lebin Varughese
 Nasir Rafiq
 Gurjeet Dhaliwal
V
E
R
O
M
O
D
A
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ADAA
http://www.kilobytes.in/

2. • European fashion company
• Launched in 1987
• Owned by Danish BESTSELLER
• Based in Brande, Denmark
• Network of 22 countries,
• 650 large concept store
• 14,000 retailers worldwide
http://www.kilobytes.in/

3. Product Range
• Apparel
– Blazer & Jackets Apparel
– Trouser, Jeans, Leggings
– Dresses, Tops
– Skirts, Shorts
– Swimwear, Knitwear
• Fashion Accessories
• Footwear
http://www.kilobytes.in/

4. http://www.kilobytes.in/

5. New Product Development – “ADAA”
• Idea Generation
– Increasing Demand
– New Opportunity
• Idea Screening
– Price Sensitive
– Huge Investment
– Competition
– Marketing & Promotion
http://www.kilobytes.in/

6. Continued….
• Concept Development and Testing
– Not to venture into Sarees
– New designers on panel
– Ready to wear bridal wears
– VERO MODA Fashion Week
• Marketing strategy development
– Fashion Show
– Organizing shows with well
established designer
– Celebrity endorsement
http://www.kilobytes.in/

7. Continued….
• Business Analysis
– Season demand
– Competition from local players
– Non conventional venture
• Product Development
– Concepts, Sketches, CAD prints
– Multi Brand stores involved in distribution
– Ready to Wear / Custom Made Designs
– Multi – Faith Clothing
• Commercialization
– Launch preceding wedding season
http://www.kilobytes.in/

8. Brand Personality
• Brand as a Product
– Worn by high class people
– Clothes are of great quality & design
• Brand as a Organization
– Domestic retail sector giant
– Socially responsible leader
• Brand as a Person
– Independent & Sexy, Confident, Mature,
Fashion, Stylish, Sophisticated, Elegant,
Classy, Urban & Youthful
http://www.kilobytes.in/

9. -Design,
-Built with finest material,
-Elite.
- Fashion Guide,
- Casual & joyful,
- Distinct Identity
- Trend Setter,
- Young Urban People,
- Bold.
- Young,
- Uncommon,
- Elegant.
- Fashion Forward,
- Urban,
- Styling appeal.
- Elegance
- Flaunt it
http://www.kilobytes.in/

10. Segmentation
• Demographic
– Females - Age in between 18-40 years
– Budget more than 50,000
• Geographic
– Metropolitan city (Mumbai, Delhi)
– For urban population
http://www.kilobytes.in/

11. Segmentation
• Psychographic
– Upper class & upper middle class
– Interested in quality & value
– Awareness of fashion and style
• Behavioral
– Purchase made for special occasions
– Usage is seldom
– Desire and Readiness to buy high
http://www.kilobytes.in/

12. Targeting and
Positioning
• Targeting
– For females getting engaged
or married
– Females attending social
functions
• Positioning
– Creating memories for
lifetime
– Tradition blended with
modern style creating a
unique experience.
http://www.kilobytes.in/

13. “Be You the only distraction for
him.”
All guests are waiting for the Bride.
Bride getting ready in here room.
Some shots of she getting ready. She
arrives in Marriage hall. All looking at
the beautiful bride wear a beautiful
Vero Moda Bridal Wear. Flowers
bloom as she passes. Bride groom just
cant get off his eyes from her. Soft
Music in the background
Concept & Tagline
http://www.kilobytes.in/

14. “I do”, Nothing can make it easier
Marriage Preparation going on. Bride
too nervous for the day to speak the
two beautiful words. Father enters
the room and hugs her and gives her
Vero Moda Bridal Wear. Bride cries.
Wedding day. Beautiful bride in her
beautiful bridal wear enters the
marriage hall becomes the centre of
attraction. Feeling of getting married
like a princess… and she speaks the
two beautiful words.. “I do”
Concept & Tagline
http://www.kilobytes.in/

15. Its not the end…
It’s a new
beginning …
http://www.kilobytes.in/