SKINZZ - A class above…1

A PROJECT REPORT ON

“Inner-wear : SKINZZ- A Class Above…” 

 

UNDER GUIDENCE OF

Prof. Amit Patil 

PRESENTED BY

SATBHAVNI R. GUPTA
Enrollment No. 10BSP1337

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ACKNOWLEDGEMENT

I would like to express our gratitude to Prof. AMIT PATIL for providing
me with a wonderful opportunity to work on an intensive “Marketing
Project on Vest ( SKINZZ-A Class Above)” project encouraging me to
do the necessary research work in accomplishing this assignment.

Sir, your recommendations and suggestions have been absolutely valuable

during the lectures. Finally, words alone cannot express the gratitude I owe
to you.

In my journey through this project I learnt a lot about Management

Marketing and how to make effective presentations through our co-
ordination among the group members.

Honestly, it was an enjoyable experience which pushed me to work to my

limits.

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EXECUTIVE SUMMARY

In this project of inner-wear where there is already a set of market sitting with ‘n’ number
of competitors in it, its actually a challenge to push those competitors back and make
your name in the market.

SKINZZ – A Class Above… A newly launched brand in the market has tried it best to
capture the market by taking into consideration each and every fundamental of
marketing theories.

It has made an attempt by making itself available to not only men but also to kids and
women across the country. It targets mostly middle class people and also targets
Mid-high class of people. It offers varieties of patterns and colors according to the test of
an individual. Like for kids we have multi-colored inner-wear also with all cartoons
print on it. This itself pulls kids to SKINZZ.

In case of females SKINNZ get a very soft cotton material line with ‘n’ number of
patterns. So that now ladies can carry themselves comfortably in anything they wear.

For Men SKINZZ have special attention to the shade that is we have wide varieties of
sporty color vest. Also an attention has been paid to the fitting of vest to all body
types and body sizes.

A very unique option which SKINZZ provides is that now you can get your vest
customized the way you want. So get our own style the way you want only with
SKINZZ- A Class Above …

Cost is another factor where we have tried competing with other competitors. In SKINZZ
we have tried giving occasional discounts as well as discounts on bulk purchase.

Although the cost is same to that of competitors but the unique offering and unique
discounts make SKINZZ stand out in the market of inner-wear.

Also a market Survey which clearly shows the untapped market for women inner-wear
has been observed by SKINZZ. So in future SKINZZ would try its best to tap that place
also and boom in the market with Brand name that lasts forever and ever.

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Table Of Content

The Journey of Inner-wears from cotton to trendy intimate wear

Worldwide Market Growth Forecast of Hosiery

Prices to keep steady

Market Survey: Women wear - the most profitable segment

Launch Of ‘SKINZZ’ – A Class Above

 Varieties of SKINZZ
 Unique Variety- Customized Vest the way you want

Marketing Mix Analysis of SKINZZ

 PRODUCT
 Brand name
 Styling
 Quality
 Packaging

 PLACE
 Channel decisions
 Push and Pull strategy
 Product
 Cost
 Consumer location

 PRICE
 Suggested retail price
 Volume discounts and wholesale pricing
 Cash and early payment discounts
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 Seasonal pricing
 Bundling
 Price flexibility
 Price discrimination

 PROMOTION
 Advertising
 Sales promotions
 Public Relation

STP Analysis

 Segmentation of ‘SKINZZ’

 Targeting

 Positioning ‘SKINZZ’

WIBLIOGRAPHY & BIBLIOGRAPHY

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The Journey Of Undergarments From 'Cotton' To Trendy Intimate Wear

In the middle ages things were easygoing as women wore various corset-like
alternatives like the cotte, the bliaunt and the surcot, which move on easily over their
dresses. Different kinds of spaghetti which in lay men term is called as ‘SAMIIJ’ have
been used by women.

Similarly ‘BANYAN’ has been used very commonly by the men. It is called as vest but
trend of calling it as banyan exists in this modern era also.

An English King introduced the vest in England though Royal Proclamation on October
7, 1666.

It was a simple straight cut, and close fitting garment made from black cloth with a white
silk lining. Promoted personally by the king, it was soon popular with everyone. But the
political purpose was to undermine French fashion influence in England and by the
vests simple lines was to defy the extravagant dictates of Versailles.

The vest was based on a style brought back to England by visitors to the Pesian court
of Shah Abbas. That model had sleeves and was longer than the coat worn over it. The
vest evolved shorter to above the knee, then to mid-thigh, to the top of the thigh, and
finally by 1790 to the waistline. It became sleeveless around the 1750’s.

The simple and sober beginnings were all but forgotten by the 18th century when the
waistcoat became a brilliant display of luxury fabrics and detail such as bold buttons.

Even during the staid Victorian era the waistcoat retained it’s fancy feeling (polka dots,
stripes and floral patterns reined)

The decline in the vest as fashion in the early 20th century were probably due to
improvements in central heating, the emergence of the sweater and wartime clothes
rationing.

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From the 16th century to 1668 the vest worn was in the form of an under-doublet, which
was waist length, quilted and worn for warmth it became more and more decorative.

From 1668 on, an undercoat cut similar to the justaucorps. Justaucoprs was a tight
fitting knee length coat worn over a waistcoat. Borrowed from a military coat and worn
from mid 17th to early 18 century in England and France.

It was made with sleeves until 1750 went out of fashion until 1800. Gradually became
shorter until reached the waist in 1790. Single breasted until 1730’s Double breasted in
the 1780’s and 1790’s with both styles common in the 19th century. 

21st century-the era of intimacy-intimate wear: In this era the fashion is pushing men &
women to exhibit the undergarments. Women & men have more choices than ever in
terms of style, design, fabrics etc. Since many centuries fashion in connection to inner-
wear styles was toggling between the feminine and masculine, painful and practical. In
the recent time, undergarment is the most attractive, luxurious that is worn intimately
and respected for its practicality and comfort.

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Worldwide Market Growth Forecast of Undergarments

Today, the main concern about marketing the undergarments is the fight for share
between global brands and retailers' local labels worldwide. It is also about consumers'
choice and acceptance of brand. With its matchless combination of fashion and
function, inner wears are a product category that crosses the fine line between
necessity and luxury. Besides these features, it has increased into about a US$30
billion-a-year industry and placed itself for further growth over the next five years.

To know the global market for inner-wears, it is essential to check out not only the
competition between brands, but also the separate wars taking place between brands
and local retail labels. The leading player among inner-wear brands worldwide is
United States-based manufacturer Sara Lee, which has a major market share in its
home country as well as the European market. After Sara Lee there exist companies
like Warnaco, Fruit of the Loom, VF and Maidenform, in Europe Triumph also possess a
major market share. The more comfy La Perla, meanwhile, is atop the high end of the
world inner-wear market.

In the retail sector, US chain Victoria's Secret, the UK's Knickerbox and northern
European retailer Hunkemoller provide to the specialist market, but the huge quantity of
inner-wear is traded by clothing retailers like Marks & Spencer and hypermarkets like
Wal-Mart and Carrefour. Though, the tendency is to be robust on briefs, and repeatedly
sell these items in multiple packs. While the leading retailers and brands keep up to
propel the market, the nature of uniqueness demands that there is also a push of
smaller, more up market labels that offer to a few niche.

Of the total world inner-wear market, amounted to US$29.5 billion annually in 2003,
briefs and vests calculated to 56 per cent of total sales, while briefs and the body
wear/daywear/shape wear category add 32 per cent and 12 per cent in that order. Of
about 6.4 billion briefs and vests were procured worldwide in 2003. The report shows
that the average men & woman buys two vests and five pairs of briefs per year. Inner-
wear sales in the developed world are observed to be basic fashion-driven, with the

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average men & woman having six vests and eight pairs of briefs in her wardrobe - more
than they usually requires.

The buying of these products is normally determined by style factors, like as what styles
(g-string, padded bra, v-cut briefs, boxers) look best under certain types of clothing, or
what colors appear best. In the past, this picture has not been right for developing
countries where inner-wear is bought more out of need than desire. Though, population
growth, unstable demographics and the appearance of consumers with more
disposable income is changing purchasing habits in these regions, and the inner-wear
market is projected to gain advantage from this opportunity.

According to a research report, the global inner-wear market was calculated to be

$29.15-billion (U.S.) in 2004 and is projected to increase (at the rate of about 9 per cent)
to $31.6-billion in 2012. And the product category that will have the quickest growth is
"bodywear, daywear and shapewear."

Despite this noteworthy growth, demand for inner-wear in the developed world has been
observed to be rising at about five per cent (based on low population growth, ageing
demographics and product saturation), while that of the rest of the world is projected to
increase by almost 20 per cent.

While this turns out to be a fairly steady 7 per cent raise in world volume to 6.8 billion
units, it also amounts to massive growth in developing nations. This will go together by
a noteworthy push towards offshore manufacturing in countries like China and India, as
continuing enhancement in technology and communications make such alternatives far
more cost effective than the domestic alternative. Markets that are expected to develop
in the future include the Indian sub-continent, China and Southeast Asia. India and
China are projected to increase their international market share by about US$100
million each, while Southeast Asia, already a leading market for inner-wear, will
increase by US$350 million in value.

Given that price points in these sub-regions are somewhat low; this expected growth
shows an opportunity in huge quantity for inner-wear companies. Products which shape

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the body and offer smooth curves are observed as a key growth sector for baby boomer
inner-wear buyers. New and innovative fabrics like Lycra and microfibers will keep on
featuring a lot in this segment.

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Prices to keep steady

With downward price emphasis at a retail level compensating any attempts at

increasing manufacturers' costs, prices are not anticipated to have any noteworthy
impact on inner-wear market growth in the developed world till 2010. Though, value
growth in the developing world is more complicated to estimate, due to the extensive
trading in the gray or black markets and, hence, not at normal retail prices.
Nonetheless, Sara Lee is anticipated to keep on its dominance of the developed world
market and formulate sizable inroads into other markets over the next five years - even
in the challenge of financial problems faced by competitors such as Warnaco and
Maidenform. Along with it the low profile and hence low debt European companies like
Triumph and Wolford will keep surviving. It is understandable that high-volume growth
for inner-wear's leasing players will come from emerging markets, while, in a sector
where discrimination is important, beneficial business will also be held by niche
marketers. Fortunately for all matter, inner-wear is pushed by female consumers' loyalty
to brand, fit and comfort, making it as one of the more financially strong segment in the
apparel market.

China

China exported 4.2 billion pieces of women's undergarments in 2004, a 30 percent raise
from 2003. In China, Shantou is one of the leading manufacturing hubs for women's
undergarments with well-set up and good factory management systems, offering prompt
service and efficient supply chain system. This harbor city in Guangdong province
exported women's underwear worth $650 million in 2004, accounting to be the third of
China's outbound shipments of the product. Shantou possesses more than 1,500
suppliers, about 150 of who export directly. Shantou's associated towns of Gurao,
Xiashan, Chendian and Liangying are the leading manufacturing areas. Gurao, the
biggest center, has more than 440 undergarment makers. Annual sales reach $260
million, including 564 million brassieres and 180 million pairs of underpants. Shantou is
renowned across China as a major producer of knitted underwear. Xiashan and

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Chendian each produce more than $100 million worth of women's undergarments per
year.

Suppliers in Shantou vary from small companies with 50 workers to big manufacturers
with 1,500 employees. Though, small and midsize suppliers constitute the major
companies. Many suppliers possess vertically integrated production with in-house fabric
knitting, dyeing, finishing and printing, and garment sewing, embroidery and packing
capability. The city's bra and panty suppliers target on midrange models, but high-end
designs are also made by them. Approximately 90 per cent of output is for OEM orders.

Seamless bras and panties are trendy designs which are more preferable now a days.
Hanzina Underwear Co. Ltd, a leading supplier of such products, has invested a huge
amount in 20 Santoni circular knitting machines from Italy, two warp knitting systems
and 350 sewing machines. The company makes 200,000 pieces per month. The use of
lace and embroidered fabrics is also well-liked among Shantou suppliers. Chengtai
Underwear Knitting Factory makes bra and panty sets with lace trimmings, embroidery
or prints.

The midsize company makes undergarments for Wal-Mart and donna l'oren. Hongjie
Underwear Industrial Co. is also a leading producer with 1,500 workers and fully
integrated production that covers fabric knitting and sewing. The company provides
fancy bras and panties in crocheted fabrics, intricate prints and embroidery. The
company also produces items like push-up and convertible brassieres.

Many companies are making efforts to decrease their lead and delivery times.
Shantou's port, one of the 20 leading harbors in China, transports cargo to many
countries and regions. This facilitates suppliers to provide convenient shipping to foreign
buyers and supports in continuation in transportation at cheaper rates.

India

The inner-wear market in India is still in its infant stage and, until in recent times, the
accessibility of high quality intimate apparel was limited to irregular or grey imports sold

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under the counter. Because of the limited products and lack of enough specialized and
organized retail atmosphere, the fashion realization and quality awareness of the Indian
consumer for intimate apparel is yet to be realized.

India is also one of the most scattered retail markets in the world. The products, so far,
have been mainly marketed as a commodity and are price and margin oriented. Till
today huge quantities of bras are sold to end users by male salespersons in mom-and-
pop shops. Majorities of the stores do not even provide a trial room.

As a consequence, large consumer base are not sure of the functional features of a bra
or even their own sizes. When Gokaldas Intimatewear began developing Enamor, their
first aim was good fit. Across India Enamor surveyed and measured 4,000 women.
They noticed that 80 per cent of Indian women wore a uncomfortable fitting underwear.
In India, bras were made only in B and C cup sizes, though Enamor's research found
that most Indian women required A or D cup sizes.
In India Triumph, Lovable Inner-wear, Enamor, VIP, Juliet, Amul etc are major players in
inner-wear market. Today 70 per cent of the inner-wear market of India is unorganised.
But that can be replaced with the increase in the number of malls and quality-conscious
consumers. For example, Lovable's growth of 20 per cent last year was sustained by
new retail space.

The joint market contribution of the leading five retailers in India totals less than two per
cent. Though, Inner-wear sales have increased by 12 per cent in the past five years
because of a new awareness of intimatewear. Women's innerwear industry in India is
worth Rs. 2,000 crore and is growing at an average rate of 12 per cent.

Turkey and Bangladesh have already observed the potential and are aggressively
promoting its innerwear industry. Many Asian countries are defeating India in the US,
the world's biggest clothing importer. According to the US office of Textiles and Apparel,
in 2002 the country imported 198,094,426 dozen pieces of cotton underwear. India's
contribution in this was a paltry 2.36 per cent. In bras using manmade material, the US
imported 37,676,800 dozen pieces. While China constituted 32 per cent of these,

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Indonesia had 10.5 per cent. Even Bangladesh had 1 per cent. However, India exported
a meager 0.65 per cent. Though, there is a great potential to be taped if approached in
an organized manner with a proper set up.

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MARKET SURVEY STATED – Women wear is the most profitable segment to target

There was a market survey conducted which clearly depicts that there is a big market
untapped for women inner-wear.

The Rs.28,375-crore women wear apparel segment covers 32.1 percent share of the
Indian apparel market in value terms. In volume terms, market share of women wear is
one percent greater than that of menswear but in value terms its share is five percent
less than that of menswear due to branded segment in women swear was practically
non-existent till a few years back. At present, it is the most profitable segment for
investment. During 2005, volumes increased by 5.5 percent while value appreciation
was as high as 15 percent.

Women's trousers and skirts category observed a highest growth during 2005, volumes
growing nine percent and value appreciating more than 23 percent over 2004 levels.
Western wear like suits and blazers and Inner-wear are the two other categories where
progress was excellent, volume and value growth being 10 and 21 percent respectively
in the Western wear and 6.8 and 18.1 percent in inner-wear.

In early days the Indian women mostly trusted foreign products or directed their friendly
corner tailors to stitch form-fitting bodice, which were worn under dresses. But now the
scenario is different. The first trendy movement for both men and women was seen
when Associated Apparels Pvt Ltd, producers of Liberty shirts, introduced the world
famous Maiden Form bras, Jockey men's underwear and Jantzen swimwear in 1962 in
India.

It was a lanky period for Liberty shirts with complexity in imports and the export market
initiation, so the late Bhawandas Wadhwani approached the inner-wear business with
technical knowhow from the USA. The brands got an achievement of optimum level with
their styles and quality. But due to the government's restrictions for foreign brands,
Wadhwani discontinued the overseas tie-up and changed the names to Libertina for
inner-wear and Liberty for men's underwear in the late 70s. From 80s to 90s the

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company focused on undergarments. Even today Libertina and Liberty are still one of
the major players in the inner-wear market.

With the great triumph of Libertina and Liberty, other Indian companies also shifted into
the inner-wear markets. In the 70s Peter Pan from Dawn Mills entered in the market
with inner-wear styles of the West. The brand was popular amongst the Indian women,
but two decades later it vanished from the market.

In 1971, VIP entered the men's underwear market with a big-bang and became the
most talked about brand due to its advertisement featuring model Dalip Tahil. Since
then VIP is a leading player in the men's and women's underwear market. VIP launched
Petals, a Lycra moulded cup bra with motifs, which was accepted well at that time, but
was later discontinued. But introducing Loveable in 1996 was a huge success as they
brought in a foreign brand, but it was made in India. Lovable was followed by Feelings,
VIP's domestic products and Daisy Dee another foreign brand. The very ultra Vanity
Fair was introduced in 2004 and lastly a Korean Brand Try for men and women in 2004.
VIP's fashionable new men's innerwear called Frenchie X was targeted to meet the
challenges thrown by the foreign brands.

Another leading brand in the inner-wear market is Rupa & Co established in 1985. Its
variety of men's, women's and children's underwear put together makes it India's
biggest innerwear manufacturer and seller. Besides these two brands there are other
labels produced by them. Amul, Lux Cozi, Dollar are some of the brands catering to a
particular segment of the men's underwear market, while the inner-wear segment has
its own local offerings like Neva, Bodycare, Softy, Lady Care, Little Lacy, Red Rose,
Sonari, Feather Line and many more.

In the 90s Jockey re-entered the Indian market followed by Calida and Liberti Blu. Then
the very high fashion Gossard existed for a limited time. In the 21st century, Enamor,
another foreign brand entered the Indian market through Gokaldas Exports and the very
chic French brand Aubade started its only outlet in Mumbai. La Senza is the next

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foreign brand that is set to enter the market while Hanes has already set with a very
unconventional ad campaign targeted to comfort for the Indian male.

One of the leading foreign players in the Indian inner-wear market is Triumph. They
have a presence in 150 countries around the world and a turnover of US $2 billion with
a production of over 200 million units annually, producing 6000 new fashion styles per
year designed by 200 designers in 11 countries. Triumph started its operation in India in
six metros, and is now spread in 45 cities. As far as inner-wear is concerned, India is
still in its initial stage. India has to wait to become a matured market as compared to the
other Asian markets like Japan, Hong Kong, Singapore, China and Vietnam. In the last
three years there has been a great growth in the business but the retailing of inner-wear
and distribution channels are limited. Triumph markets through retailers, MBOs, and two
franchisees in Mumbai and Kolkata, and further more they are going to increase in the
near future. From 300 outlets in India they target to cross 1,000 outlets in three-five
years. With all raw materials imported from Europe, Triumph is produced in Chennai
and has gained a 50 per cent raise in sales since it came into the country. Though,
Triumph is the only internationally managed brand, it also aims to satisfy Indian buyers
and has the capability to source intelligent fabrics not offered in India. Triumph was the
first to introduce moisturising fabrics with Aloe Vera and the one-piece bra which is
produced by one piece of fabric. The sizes and styles are very particular to Indian
consumers. Triumph which begun production in India in 1998 has been exporting to the
USA before it came into the local market. With 80 per cent exports and 20 per cent local
sales in India, Triumph adds new products and concepts for 5-10 styles each year.

Lately, well-known international inner-wear brands - Aubade - from the fashion capital of
France has entered in Indian market.

While the international inner-wear outlook is as exciting and bright as the outerwear
one, India's growth in the former segment can be called just about negligible. Body and
beach fashion shows are showcased twice a year around the world showing the latest
trends in innerwear fashion. New underwear fabrics with 'anti' treatment like anti-stress,
anti-smog, anti-static, anti-allergic, anti- bacterial, anti-moisture and anti-odour pamper

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the body. Top European products like Bruno Banani, Excellent, Schneider, Louis
Feraud, Calvin Klein, Gianfranco Ferre, DKNY, La Perla, Gossard, and Schiesser are
some of the brands that set their inspiration to the ultimate test. Thanks to the new
outerwear performance made by designers around the world and India, inner-wear is
seemed with renewed fascination in India too.

It may be shocking that there are 1000 Indian brands in the market but only 200 are
nationally active. The others cater to markets in the vicinity of their production. Many of
these brands have so far continued the advent of MNC labels for the last decade and
should continue to do so.

The Indian inner-wear Industry is growing because of the increasing domestic demand
coupled with huge export potential. It will soon receive an upfront position. From a
cottage industry it can be transformed into a growing trade. Indian brands have
experienced that they have to be more quality conscious and work harder in branding,
promotion, packaging and innovation. Only the mindset to make world class inner-wear
is lacking. Smaller countries like Sri Lanka, Turkey and Bangladesh are major
producers in this segment. Indian companies have recognized the significance of
innerwear for men and women and the competition is just boiling as new and more
players arrive to offer Indians that much required fashionable lift.

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LAUNCH OF NEW PRODUCT

SKINZZ innerwear offered by us is highly stylized and comfortable as per the fashion
trends. These are available in different colors and designs to match the customer's
specifications and tastes.

We offer a wide range of undergarments for kids, men and women that are
manufactured as per the current trends of fashion. Our range is available in different
styles, colors and fabrics to impart grace to the look of the wearer.

VARITIES OF SKINZZ ARE STATED BELOW:

SKINZZ LADIES SHIMMIES

We offer a fascinating assortment of ready made inner wears includes an exclusive

range of Shimmies. These are designed on the latest demands and trends by using
supreme quality of raw material. Our collection can be availed in different shapes and
sizes as per the customers’ requirements. Further, these are highly acknowledged for
striking features like color fast, comfortable, and sweat absorbent.

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SKINZZ PRINTED MEN’S VEST

SKINZZ not only offers sporty range of colors but also offers stylish sandows with world
wide print on it. Which makes a person feels cool dude.

SKINZZ COTTON INNER-WEARS

The range of inner wears offered by us is specifically designed to meet the diverse
requirements of the end user. In order to offer complete comfort to the user, we
manufacture these using quality fabrics such as 100% cotton, which we procure from
certified vendors. Perfectly stitched using fine threads these cotton inner wears are in
great demand in domestic and international market. We also offer customization as per
the specifications and requirements of the clients .

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SKINZZ MEN’S INNER GARMENT

We offer a broad range of Mens inner garments at competitive prices. These are
fabricated using premium quality fabrics and are known for their perfect fitting and
durability.

SKINZZ LADIES INNER WEAR

We offer a wide gamut of Ladies Innerwear that is tailored using skin-friendly fabric
sourced from quality centric vendors. These are available in various sizes and fittings in
order to meet diverse requirements of our clients. Comfort and style is what our range
highlights.

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SKINZZ KIDS INNER WEAR

We manufacture specially designed Mini Mondo Kids for children. These are
manufactured keeping in mind the factors of comfort and durability. Mini Mondo Kids are
the highest selling product these days and are worn by Kids.

SKINZZ FREE STAY - Color & Stripes Vests Front Open Jangia & Super Brief

It is important to wear comfortable innerwear and this is the reason for us to offer
smooth and soft Vests & Briefs. This is especially designed to suit the style and
necessity of youngsters. Knitted using 40s super combed yarn on imported sinker
machine, these are highly demanded by our clients. It is available from 50cm to 100 cm
with perfect fitting.

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SKINZZ KIDS VEST

Kids vest offered by us is suitable for all seasons and are available in various colors and
patterns. Our range is 100% pure cotton based and is available in various forms such
as RN & RNS and sizes that ranges up to 45, 50, 60, 65, 70 and 73 cm. Our wide range
of kids vest is ideal for kids of all age group.

SKINZZ LADIES CAMISOLES

At Skinzz, We offer a wide range of ladies camisoles that are manufactured as per the
current trends of fashion. Our range is available in different styles, colors and fabrics to
impart grace to the look of the wearer. These camisoles are also offered with sequin
beaded designs and embroideries.

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MARKETING MIX ANALYSIS OF ‘SKINZZ’ - A Class Above

Marketing decisions generally fall into the following four controllable categories:

 Product
 Price
 Place (distribution)
 Promotion

The Marketing Mix

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These four P's are the parameters that we can control, subject to the internal and
external constraints of the marketing environment. The goal is to make decisions that
center the four P's on the customers in the target market in order to create perceived
value and generate a positive response.

Product Decisions

The term "product" refers to tangible, physical products as well as services. Here are
some examples of the product decisions to be made:

 Brand name

The Brand name for this west is SKINZZ. This means a west that is comfortable
to every skin right for a kid to a grown up man and also to women. In other
words it’s the second skin to the consumer with absolute comfort, fitting and
style.

 Styling

SKINZZ has come out with different patterns of VEST for all kids, men and
women. We have designed in such a way that now kids can wear SKINNZ not
only in summer but also in all other seasons. We have specially designed
SKINKZZ for kid in very attractive and stylish way by launching colorful shades in
it and also cartoon prints on the vest. This style would definitely pull kids to
SKINZZ.

Also for females we have got many patterns of SKINZZ west which gives the
comfort to wear down to anything and everything. Yes SKINKZZ with variety

 Quality

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SKINZZ undergo a rigorous fitting, sampling and quality control process to

ensure that each garment offers the appropriate fitting, design and comfort
features for different shapes, types and body sizes.

The SKINZZ Collection is manufactured to the highest quality in terms of

production, social and environmental values and with suppliers accredited with
quality & safety standard in the manufacturing chain.

 Packaging

Garments come in attractive environment friendly Poly bags which once open
cannot be packed. All packets are coded with unique hologram which cannot be
copied. For women it comes in trendy colored packs and for kids it is packed in
bags printed with cartoon characters.

Price Decisions

Some examples of pricing decisions to be made include:

 Pricing strategy (skim, penetration, etc.)

The cost of production ultimately dictates pricing structure. It starts from fabric
and trim cost, styles, color cost, production location, shipping cost etc.

It is important to note that work orders are done by the piece, generally referred
to as dozens or units. Remember that the higher the quantity of production, the
lower is the cost. We also have to incorporate factors such as labels and tags.

For example, if the garment costs 100/- to make, and trim cost is 10/-, and all
tags are 5/- , the estimated total is 115/-. Then there are packaging and shipping
charges.

 Suggested retail price

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The product is priced at a very competitive pricing as it is in the same price range
as competitors but with fresh designs and better comfort

 Volume discounts and wholesale pricing

we offer volume discpunts of 25% for an order of minimum 25000 pieces and
payment within 20 days of package receipt.

 Cash and early payment discounts

There is discount of 5% if the complete payment is made while receiving the

package. There is a discount of 7% if the 100% payment is made while placing
the order.

 Seasonal pricing

There of a discount of 10% for minimum order of 5000 pieces during Oct – Nov
and Jan – Feb – March. The cash / early payment discount can be clubbed with
seasonal discounts.

 Bundling

Bundling would be done as 12 pieces per box and 12 boxes per cartoon. Thus in
a cartoon there would be 144 pieces. 1 cartoon is the minimum order which
needs to be placed for delivery

 Price flexibility

The proposition that prices adjust in the long run in response to market shortages
or surpluses. This condition is most important for long-run macroeconomic
activity and long-run aggregate market analysis. Price flexibility ensures that
long-run aggregate production is equal to full-employment production. In

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particular, changes in the price level are met by equal changes in resource
prices, especially wages. A higher or lower price level might temporarily lead to
an increase or decrease in real production. Thus SKINZZ is priced considering
these responses.

 Price discrimination

Exists when sales of identical goods or services are transacted at different prices
from the same provider. We would not be providing any price discrimination and
the garments would be available at the same price across places.

Distribution (Place) Decisions

Distribution is about getting the product to the customers. We at SKINZZ dose this job
very well but making proper use of Chain of intermediaries, each passing the product
down the chain to the next organization, before it finally reaches the consumer or end-
user. This process is known as the 'distribution chain'.

To put it in other words, we mention in a single sentence the distribution channel is

nothing but it is a process of transfer the products or services from Producer to
Customer or end user.

A number of alternate 'channels' of distribution available with us are:

 Our loyal Distributor, who picks the slot of SKINZZ from us (Manufacturer) and
sells it to the retailers. Here the retailers are the local outlets, malls, and garment
stores across the country.
 Retailer (also called dealer or reseller), who sells to end customers. Finally were
customers come to buy SKINZZ.
 We also make complete use of Advertisement.

Channel decisions

 Channel strategy

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There are different channels we use for distributing SKINZZ all across the
country. Right from the distributers to retailers and also to end-users directly
through our easily available outlets across the country.

 Push and Pull strategy

SKINZZ also adopts Push-Pull strategy where it pushes the information about
varieties of SKINZZ for man, women and kids to public through advertisements
on televisions, radios and newspaper. Simultaneously SKINZZ welcomes
feedback from its customers in order to make it better.

 Product

Vest is not a unique product to focus on. But yes SKINZZ have come out with
some unique patterns not only for men but also for women and kids. This makes
SKINZZ stand out and up from other vest players in the market.

 Cost

SKINZZ targets middle class as well as mid-high class people. So the cost of
SKINZZ is not so very high. It’s very reasonable for a middle class person to
afford it and add to his standard.

 Consumer location

We have tried our best to penetrate in the market. SKINZZ is not only available in
the mall and local outlets but SKINZZ has its own outlets available in the local
market so that it gives ease to people. SKINZZ it made easily available to
everyone.

Promotion Decisions

Promotion represents all of the communications that a marketer may use in the
marketplace. Marketing communication decisions include:

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 Promotional strategy (push, pull, etc.)

We at SKINZZ believe promoting the vest highly by word of mouth. We also use
Push and pull strategy for promoting our product.

 Advertising

Advertising covers any communication that is paid for, from cinema commercials,
radio and Internet adverts through print media and billboards.

SKINZZ also uses all ways of advertising. That is through televisions were we
have different commercials on throughout on every channels. Also we advertise
through radios, banners and hooding across the country.

We also have brand ambassador for SKINZZ who is no other then a common
man. We do not have any celebrity as the brand ambassador because SKINZZ is
targeting a common middle class man.

 Sales promotions

SKINZZ also promote sales highly. That is on festivals like diwali and holis we gift
out distributors SKINZZ goodies and silver coins. Not only this we also promote
sales by giving heavy discounts on SKINZZ to the retailers as well as to the
customers.

 Public Relation
SKINZZ also concentrate on Public relations, where the communication is not
directly paid for and includes press releases, sponsorship deals, exhibitions,
conferences, seminars or trade fairs and events. Word of mouth is any
apparently informal communication about the product by ordinary individuals,
satisfied customers or people specifically engaged to create word of mouth
momentum.

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STP ANALYSIS

Segmentation, Targeting, and Positioning 

 Segmentation, targeting and positioning together comprise a three stage process.  We

first (1) determine which kinds of customers exist, then (2) select which ones we are
best off trying to serve and, finally, (3) implement our segmentation by optimizing our
products/services for that segment and communicating that we have made the choice to
distinguish ourselves that way.

Segmentation involves finding out what kinds of consumers with different needs exist. 

Segmentation of SKINZZ

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 Gender – We Offer to both Men and Women and also to kids

 Age - Age is not a criteria when it comes to Skinzz as we cater to needs

of all Men, Women and Kids
 Price – Price of the product shall be based on the incomes of higher and
proper middle class income groups, such that they can afford it as they
are our main target markets.

 Interests – Our product would appeal not only to the trendy and the youth
but also to the daily office going consumer, as we offer customization in
vest’s and cater too needs of the consumer in the perfect manner they
require.

 We also offer Vest’s customized in tattoo design such that when worn look
like tattooed designs.

 Geographic Segmentation
1. Country – India
2. Urban or Rural – Both Urban and Rural

 Psychographic Segmentation
1. Social Class - Middle Class and Higher Middle Class
2. Lifestyle Type – Office Going, College Students, Dancers, etc
3. Personality – We cater to your personality

 Behavioral Segmentation
1. Product Usage – Medium (As people use different brands as
well)

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2. Brand Loyalty – Strong as there is no other brand who provides

customizations the way we do. Which actually makes you feel a
class above.

TARGETING

 In the next step, we decide to target one or more segments.  Our main
target to start off will be the Urban Markets, as the life of urban people and
their choices match exactly with our target market
 We want to target not only the youth and the students but also the office
going people house wives, kids, athletes, dancers, etc
 We also feel the need and would surely want to Target the Indian Rural
Segment as majority of India lives in Rural parts

POSITIONING

It involves implementing our targeting.  For example, Apple Computer has chosen to
position itself as a maker of user-friendly computers.  Thus, Apple has done a lot
through its advertising to promote itself, through its unintimidating icons, as a computer
for “non-geeks.”  The Visual C software programming language, in contrast, is aimed a
“techies.”

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 This Product would not be positioned as a high brand product

 It shall be one for the mass’s, who are looking out for something trendy different yet
catering to their need and their style
 The product would sell to the people having a income group of Rs. 30000 and above
per month per family
 The product would fall in competition with brands like Jockey, Tommy Hilfiger, Calvin
Clein, Etc
 We would first carry out an activity called as “ Test Marketing”, where we would
select a particular Metro and first carry out sampling through malls and retail outlets
in the form of small counter sales(Eg: Kiosk’s in malls, in college events, etc)
 By this we would want to know the acceptance and the demand for the product by
the mass’s
 Along with the process of Test Marketing we shall also create awareness of this
product in the minds of the consumers
 We shall carry out a strong level of advertising and promotions such that Brand
Recall stays in the minds of the consumers

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 In short we would like to position this product in the minds of the consumers as a
product which they can buy any time they wish too without giving it multiple
thoughts
 It’s a product for the mass’s and not only for the class’s

WIBLIOGRAPHY

 http://www.netmba.com

 http://en.wikipedia.org

 www.12manage.com

 www.mindtools.com

 www.witiger.com

 www.thefreelibrary.com

 www.websitemarketingplan.com

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 www.quickmba.com

 www.flashcardexchange.com

 www.oppapers.com

 www.scribd.com

 www.slideshare.net

 wiki.answers.com

 marketing614abhiana.blogspot.com

 GOOGLE Has been great help throughout the project..

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