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ZAPP - Marketing Mix & Positioning

ZAPP - Marketing Mix & Positioning

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Published by Arnavpaitandy
ZAPP is a Raymond's kidswear brand.
ZAPP is a Raymond's kidswear brand.

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Published by: Arnavpaitandy on Oct 24, 2009
Copyright:Attribution Non-commercial


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Marketing Mix and Positioning
(Assignment 2)Paper:
Fashion Marketing
Mr. Sushil Raturi
Submitted by:
Akansha Choudhary | MFM, Sem 1, 03Arnav Paitandy | MFM, Sem 1, 06Gaurang Gupta | MFM, Sem 1, 11Natasha Dhawan | MFM, Sem 1, 16Prachi Mehta | MFM, Sem 1, 21Sunil Kerketta | MFM, Sem 1, 31National Institute of Fashion technology, MumbaiNovember, 2008
MFM, Sem 1 | NIFT, Mumbai | 2008
Fashion Marketing 2
 Grown-ups never understand anything, and it is tiresome for children to be foreverexplaining things to them, writes Antoine de Saint-Exupery in The Little Prince. Thegrown-
ups might not have understood kids in Exupery’s social allegory, but apparel
brands have. Gone are the days when kids were being taken to zoos, museums andfortresses. Today, even educational trips for children are being organised in malls.The branded apparel market in India is worth US$ 750 million and is growing at asteady pace of 18 to 20 percent
all despite competition from local, unorganizedmarkets with an estimated worth of US$ 3.5 billion. According to research firm KSATechnopak, the overall kids
apparel market size is over Rs 13,000 crore, of whichbranded segment consists Rs 3,000 crore.Fueling this growth is a rise in peer pressure and exposure to fashion trends ontelevision that has encouraged Indian kids to think independently and dictate what theywant to wear. Also, a growing population with double-income and single child familieshas led to the increase in disposable income, compelling parents to spend more on theirkids, particularly in urban areas.To exploit these above mentioned trends, companies like Raymond are launchingexclusive stores for kids
apparels. ZAPP! is an attempt to grab a major share of this pie
with Raymond’s aiming to be among the top three players in the Indian market.
 Raymond Group, jumped into the fray in 2006 with Zapp!, to capitalize on this lucrativemarket. From charming blazers for boys to preppy skirts for girls.
MFM, Sem 1 | NIFT, Mumbai | 2008
Fashion Marketing 3
The name has been derived from the 5 mascots of the brand:
a 10 year old boy who is the eldest in the group and the most popularguy in the school.
A 7 year old girl who is completely carefree and adventurous and wholoves to participte in sports.
A fashion conscious 8 year old girl who spends most of her timesocializing.
The youndest in the group, who loves to watch power rangers andinvent new things.
! Jambo
A pet dog who is always ready for adventure

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