oBJECTIVES

Objective

1
2
3
4

TO STUDY DEPTH
ABOUT BRAND FOSSIL

TO STUDY MERCHANDISE MIX

OF BRAND FOSSIL
TO APPLY GROWTH STRATEGY
FOR FOSSIL IN PUNE CITY

TO STUDY ENVIRONMENTAL ANALYSIS FOR

FOSSIL

Mission and vision

MISSION
VISION
MISSION
[Fossil, 2015

The Fossil Group of

Companies is dedicated
Developing
farto
our clients' asuccesses
reaching
andinnovative
diverse
by
providing
client base.
solutions,
designing and
Always
being mindful
safely
constructing
the
of the world
economic
highest
quality
facilities
dynamics
and
reacting
on
schedule
and
with
accordingly.
integrity,
leadership
and skill. Our clients'
successes are our
successes.

EVOLUTION
Tagline long live
vintage
Agreement with karl
2011lagerfeld
12
Acquires skagen
Exhibits Fossil 2008
designs
Vintage-ology
Publishes
Tinspiration

2006

Company
198
founded
4
198 Introduces 1st fossil
5
watch
fossil
1989Introduces iconic tin
box
199
3

Goes public as
FOSL
Launches line for
mens accessory

Acquires
micheles
2004
1997Licensing agreement
watches
Acquires ZODIAC
under EMPORIO
Partnership with
Color changing
ARMANI
1998
2001
michael kors
technology called
Develops Big
1999
and marc jacobs
KALIEDO
Tic

Produces watches for

Agreement with
DIESEL and DKNY
BURBERRY
Line of optical frames
Fibre2fashion,201
safilo

ORGANISATIONAL STRUCTUR
MANAGING
DIRECTOR
CFO

BRAND HEAD

OPERATION

MERCHANDISING

FINANCE

ASST OF BRAND
HEAD

RETAIL PLANNER

HEAD ACCOUNT
MANAGER

REGIONAL
RETAIL HEAD

ASST RETAIL
PLANNER

ASST ACCOUNT
MANAGER

STORE MANGER

ASST STORE
MANGER

MERCHAN-DISER

SUBORDINATE
OF ACCOUNT
DEPARTMENT

LOGISTICS TEAM

FASHION
CONSULTANT

[Self analysis, store,d

Segmenting

Targeting

Positioning

Directly
reaches to
the final
consumer by
own retail
outlet

Men and
women
between the
age group of
16 and 40
years.
This becomes
their target
group.

Fossil has
positioned itself
as
afashionablebra
nd
ataffordablepric
es.
This would be a
point of
difference for
Fossil.

(Sandhya subramanium, 13

SWOT
ANALYSIS

S
Strengths
Fossil
constantly
modifies its
Product
according into
fashion.

Strengths
It has wide
customer reach
and established
International
presence.

Strengths
Excellent global
reach and
products
portfolio which
has watches and
handbag also.

Weaknesse
s

Opportunit
ies

High inventory
level at fossil
can cause loss
to the company.

Fossil expansion
into Indian
market may
bring revenue to
it

Weaknesse
s

Opportunit
ies

There is no longterm contract

with third party
manufacturer ,
which may lead
to the price
fluctuation

Extending
product
categories of
existing thus
widening its
customer base.

T
Threats
Higly
competative
retail ecommerce
consumer
segemnets

Threats
More
international
players with
more brand
awarness.

Catalogue
(Asia
Dome)

Retail
Planner
(For
A/ B/ C/
Grading)

D
Final
Consume
r

According to
grading Asia
does the
Buying

Final Designs
are
forwarded to
US Fossil

Retail
Store

From Asia
WH it
moves to
Parwana
WH

Supply Chain

From
US WH
it
moves
to
Asia

After the
manufactu
re
procedure
stock
moves to

From US
office Final
design are
forwarded
to
manufacturi
ng unit

PLACE

N
O
I
a
T
e
A
ar
C
p
LO
u
lt
i
u
b
l
a
t 2
o
T
l
i
a
t
Re
3

a
e
ar

TA
I
P
S
HO

o
h
c
n
A

Y
T
LI

a
i
n
i
M

e
r
o
t
rs

TOTAL NO OF
E
C STORE PAN
I
V
R
INDIA: 08
SE

r
o
h
c
n

e
r
o
t
s

Pa

g
n
i
rk

y
t
i
c
a
p
a
c

Mens & Womens

PRODUCT line

Watches
Collection

Handbags

Accessories

Messenger

Wallet

City &
Courier

Jewelry

Travel

Sunglasse
s

Tote

Belts

Three Hand

Cross Body

Straps

Dress

Satchel

Leather
Mechanical
Interchangeab
le
Chronograph

Tech
accessories

PRODUCT LINE
[Self analysis, store,delhi]

P
R
O
D
U
C
T
D
E
P
T
H

LEATHER WATCHES:
MECHANICAL WATCHES:

Rs.4,955-Rs.30,995
Rs.11,995-Rs.31,995

PRICING
STRATEGY
INTERCHANGEABLE WATCHES:

Rs.6995-Rs.30,995

THREE HAND WATCHES:

Rs.6,995-Rs.11,995

CHRONOGRAPH WATCHES:

Rs.6,995-Rs.15,195

DRESS WATCHES:

Rs.6,995-Rs. 11,995

MASSENGER BAGS:
TRAVEL BAGS:

PRICING
STRATEGY
CROSS BODY BAGS:

Rs.8,995-Rs.22,795

SATCHEL BAGS:

Rs.18,995-Rs.21,995

Rs.5,495-Rs.9,995

CITY & COURIER BAGS:

TOTE BAGS:

Rs.7,795-Rs.11,995

Rs.2,996-Rs.6,995
Rs.7,195-Rs.9,495

WALLET
S:

JEWELRY:

PRICING
STRATEGY

Rs.1,995-Rs.5,495
SUNGLASSES:

Rs.1,995-Rs.7,795

Rs.4,995-Rs.6,995

BELTS:

Rs.1,695-Rs.2,495

STRAPS:
TECH ACCESSORIES:

Rs.1,995-Rs.4,495

Rs.995-Rs.2195

BRANDS
ABOUT

American
Designer &
Manufacturer Of
clothing &
accessory.
Founded in 1984.

American
UpscaleClothing
Brand Guess.
Founded in 1981.

PRODUCT

PrimarilyWatches
& Jewellery, But
AlsoSunglasses,
handbags And
Clothing.

Fashion
Watches
AccessoriesBesid
es Clothes, Such
AsWatches,Jewel
leryAnd
Perfumes.

Rs 995/- to
33995/-

Rs 1899/- to
22999/-

Rs 4499/- to
36999/-

PROMOTIONAL
STRATEGIES

Print Media,
magazines,
Online Selling,
Social Networking
Sites

Print Media,
magazines,
Online Selling,
Social Networking
Sites

Print Media,
magazines,
Online Selling,
Social Networking
Sites

TARGET GROUP

16-40 years (men

and women) and

18-35 years (men

and women)

16-40 years (men

and women)

PRICE

Subsidiary Of
Swatch Group
Founded By
Nicolas Hayek.
Brand Launched
In 1983.

Promotional STRATEGY
SOCIAL MEDIA
T
PROMOTION
N N
U
Pinterest
O TIO
C O
S
I
D OM
PR

SOCIAL
MEDIA
SOCIAL
MEDIA
SOCIAL
MEDIA
PROMOTION
SOCIAL
MEDIA
PROMOTION
PROMOTION
TWITTER
PROMOTION

SOCIAL MEDIA
PROMOTION
Product
placement

Promotional
campaign

REFERENCE
http://articles.economictimes.indiatimes.c
om/
http://sandhyasubramanian14.blogspot.in/
http://fashiongear.fibre2fashion.com/
http://pune.mallsmarket.com/brands/fossil
http://www.mbaskool.com/brandguide/lifesty
le-and-retail/3012-fossil.html

THANK
YOU!