A PRESENTATION

ON
MARKETING PLAN

By
Shivani Agarwalla
Sonal Tiwari
 INTRODUCING

LA MATERNITE
OUTLINE
1. EXECUTIVE SUMMARY
2. CURRENT MARKET SITUATION
3. MARKET DESCRIPTION
4. PRODUCT REVIEW
5. COMPETITIVE REVIEW
6. DISTRIBUTION REVIEW
7. SWOT ANALYSIS
8. OBJECTIVES & ISSUES
9. MARKETING STRATEGY
10. MARKETING COMMUNICATIONS STRATEGY
11. MARKETING RESEARCH
12. MARKETING ORGANIZATION
13. ACTION PROGRAMMES
14. BUDGETS
15. CONTOLS
 EXECUTIVE SUMMARY
 CONCEPT : La Maternite is a start-up retail
establishment that will sell fashionable clothing
for the expectant women.
 TARGET MARKET: Expectant women
 LOCATION: La Maternite will be located in Inorbit
Mall, Mumbai which is a popular destination for
the higher middle-class.
 MARKETING OBJECTIVE:Initial goal is to open one
boutique, expansion plans include potentially
franchising our retail store and/or building a
well-recognized brand name for stylish, modern
and affordable maternity wear.
CURRENT MARKET SITUATION
 With an assumption of average Rs. 3000
spending on maternity clothing during a
period of 9 – 10 months, the market is a
whopping Rs.10 billion per annum.
 Huge gap in the Indian market for stylish for
modern and affordable maternity wear.
 MARKET DESCRIPTION
 Out of 22 million pregnant women; 3.3 million
women is the target group.
 La Maternite’s market consists of expectant
mothers who are outgoing and techno-savvy.
 PRODUCT REVIEW
 The maternity apparels will offer the following
features to satisfy its target customers:
1. Strechable to ensure easy movement.
2. Use of easy breathable and flowy fabrics like light-
weight cotton, chiffon, etc.
3. Innovative designs to ensure that the women are
in sync with fashion even during their pregnancy.
4. The trousers will have a spandex layer that
protects the belly.
 COMPETITIVE REVIEW
 i.Mothercare: It was brought to India by Shoppers Stop
 ii. Lilliput: Lilliput, which retails children's clothes, has
now introduced maternity wear in their large format
store Lilliput World
 iii.Mom & me: Mom & me stores were introduced
recently by Mahindra retail
 iv. Green Bell: Green Bell: A large store that stocks
everything for newborns, infants and toddlers. Green
Bell is the ideal spot to head to when in need of high
chairs, cots, prams, soft toys, baby linen, garments,
accessories, toys, baby food and any other baby related
requirement imported and Indian. A section also has on
display a few maternity outfits and comfort wear.
DISTRIBUTION REVIEW
 Pregnant women are more likely to purchase
a total co-ordinating package from one
source rather than shop around(Mintel
Marketing Intelligence). So by employing a
multi-channel approach to marketing,
maternity wear companies have a better
chance of winning the bulk of a woman's
spend on her pregnancy wardrobe.
SWOT
Strengths :
 Willingness to even pay more as people value
comfort above everything else.
 There is a rise in smaller families which
means that there is more money available to
spend on each pregnancy.
 The broad trend is also towards having the
first child at an older age, when women are
more established in their careers and
therefore have a higher disposable income.
SWOT (CONTD..)
Weaknesses :
 The target audience is constantly changing, and as soon as a
brand relationship has been established with a customer, she
has given birth and is back to wearing 'civvy street' clothing
again.
 As women today are having fewer children, there are
correspondingly fewer opportunities to recapture the same
customer for subsequent pregnancies.
 Styling and fit requires a fresh approach to design,
demanding more thoughtfulness than simply turning out hot-
off-the-catwalk fashion aimed at the lithe and the lean.
 Market is lost every five or six months.People don't start
buying until they have been pregnant for two or three
months, and they don't buy after seven months because they
won't get the wear
SWOT (CONTD..)
Opportunities :
 Maternity wear is still an untapped market in
India. There is tremendous potential for
Maternity wear in India as the birth rates are
high in India.Pregnancy is really not about
'confinement' as it was in the yesteryears.
 Women are working even in their ninth month
and need clothes that would look smart at the
workplace.
 Even homemakers are used to dressing up well
and don't want to give up their sense of style
during pregnancy.
SWOT (CONTD..)
Threats :
 Competition from the existing players in the
market.
 Since it is an untapped market there is a
threat from players entering this segment.
 Local unorganised retail stores.
 OBJECTIVES AND ISSUES
 First-year objectives- penetrate itself in the
maternity wear market and establish a position
besides its existing competitors.
 Second-year objectives- capture a 10% market
share of Mumbai’s maternity wear market. It also
includes to achieve break-even by the end of third
quarter in the second year.
 Issues – In relation to the product launch, the major
issue is to establish a foothold in the market and to
create a meaningful positioning. We also have to
invest heavily to promote the store and create a
distinct brand image projecting quality and value.
MARKETING STRATEGY (4 PS)
PRODUCT STRATEGY
 The maternity apparels includes a range for
casual, formal and evening wear. The
product will be sold with the assurance of
altering the garments for free once the child
is born so that women treat it as an
investment. We will introduce more high-end
garments the following year. Building the
brand will be an integral part and the brand
name will be displayed on the product and
its packaging.
PRICE STARTEGY
 The price range will differ across products.
The pricing strategy that will be used is
Penetration Pricing .
 The price range for all the available
garments will be as follows-
-Casual wear-Rs. 800-2500
-Formal wear- Rs. 1000-4000
-Evening wear- Rs. 1500- 4000
PROMOTION & DISTRIBUTION STRATEGY

 The pregnant women are very receptive to

advertising and promotional initiatives. Therefore,
various modes such as local newspapers (Lok satta,
DNA ) and local news channels (TV9) will be used
aggressively to attract their attention. Hoardings
will be placed at strategic locations in the town.

 Our distribution strategy includes two different

modes- Physical and virtual retail store. At present
the distribution has been limited to just one retail
store. The company website will act as a virtual
store.
MARKETING COMMUNICATION
STRATEGY

 By integrating all messages in all media, we

will reinforce the brand name and the main
points of product differentiation.
 Research about the media consumption
patterns will help our advertising agency
choose the apt media.
 The advertising agency will also coordinate
public relations efforts to build the la
maternite brand.
MARKETING RESEARCH
 Using research methodology we will identify
the specific features and benefits that our
target segments value. Surveys & personal
interviews will help us determine where our
product efficiency will lie.also customer
satisfaction will be used to analyse the
market reaction.
MARKETING ORGANISATION

CHIEF MARKETING
OFFICER

SALES MANAGER CREATIVE HEAD

BUDGETS
 Total first year sales for La Materniteis
projected at approximately Rs 25 lacs.

 According to the break even calculations La

Maternite will become profitable after the
sales volume exceeds Rs 10 Lacs by the end
of the third quarter of the second year.
CONTROLS
 The quality and customer service satisfaction
will be closely monitored through a feedback
form available to the customers at the end of
the purchase. This will enable us to correct
any problems that may occur in the initial
stages.

 Corrective measures will be taken to monitor

the deviation in monthly sales and expenses.