Market / Location / Product Feasibility

Strategy > Consumer Products and Retail > Market/Location/Product Feasibility

Revalidation Of Brand Concept And Launch Strategy For A Leather Bags Brand

About the Client

The client, a leading exporters of leather fashion products looking to launch a leather bags/ lifestyle brand in “affordable luxury” segment. The client wanted to re-validate the brand concept and get a detailed brand launch strategy drafted.

Project Objectives:

The core objective of the project was to provide a detailed brand launch strategy, answering key strategic questions like:

Whether the identified positioning of the brand is appropriate as per the market segment where client intends to operate?
What are the key opportunity segments within bags market? How client’s brand positioning can be adjusted as per the opportunities?
Who will be the target consumer of the client’s brand? What should be the channel strategy? What should be the marketing plan for the brand?

Deliverables:

Market Mapping:

1. Overview of Indian fashion industry with focus on bags and apparel segment- market size, growth trends, future projections, consumer trends, product trends, etc.

2. Detailed analysis of bags & apparel market through secondary & primary research:

1. 1. Brand attributes were identified for detailed segmentation of the core categories- pricing, material quality, target consumer, purpose/ usage, design aesthetics, etc.

2. Multi-dimensional segmentation of core categories was conducted based on different attributes to gain a holistic perspective about the market.

3. In-depth study of competition brands was also conducted on similar brand attributes with core focus on brands present in super-premium & affordable luxury segment.

3. Hypothesis was created based on market mapping for refinement of key attributes of client’s brand including target consumer, product & brand attributes, pricing, etc.

Consumer Analysis:

Qualitative & quantitative consumer research was conducted to validate & refine the hypothesis created from market mapping phase. Also, target consumer segment was also identified with detailed understanding of their demographics, psycho-graphics, shopping behaviour, orientation towards premium/ luxury brands, perception about leather products, etc.

Brand Launch Strategy:

1. Re-validated brand concept and provided a detailed brand launch strategy with key focus on- target consumer, brand positioning, pricing strategy, product mix, channel strategy, roll out strategy, branding & promotion, etc.

2. Detailed business plan with estimated turnover over the next 5 years, required investments, key expense areas, profitability projections along with the launch/implementation plan was also provided.

Feasibility Study for Retail in Industrial Hub for Upcoming Township

About the Client

A leading real estate development company based out of south was planning to develop retail infrastructure for upcoming township of their own in Industrial hub of Tamil Nadu.

Project Objectives:

Core objective was to conduct a feasibility study for the proposed retail location, answering the following key strategic questions:

What should be the unique theme/USP for the retail development, which maximizes customer engagement, encourages repeat footfalls, and successfully positions it as a differentiated proposition?
Who will be the target customers for the retail venture – captive audience and/or nearby residents and/or others?
What should be the appropriate zoning in terms of shopping, entertainment & F&B and tenant mix in terms of product categories & brands?
What should be the appropriate revenue model – pure rental / pure revenue share / or mix of both? What should be the operating model – sell/lease/manage?

Deliverables:

Provided detailed analysis of the 4 C’s:

Analyzed the city in terms of 4C’s namely to arrive at a “go” and “no go” strategy for setting up retail at the proposed location
1. Catchment: socio-economic profile, physical &social infrastructure, primary & secondary catchment
2. Consumer: core consumer, shopping behavior, driving factors, market & format preferences, etc.
3. Customer: brand presence, willingness for proposed location, etc.
4. Competition: profile of key competitors- current and future
5. Conducted primary research involving consumer research based on a structured questionnaire and interviews with local retailers, and industry experts (real estate brokers and mall developers)
Conceptual framework based on insights and learnings from location analysis:
1. Overall positioning and target audience for the proposed retail market
2. Retail mix and anchor strategy
3. Zoning plan, expected rentals, and operating mode

Location Analysis and Concept Development for Commercial Properties in Maldives

About the Client

A real estate development company engaged in development of properties in residential, commercial and retail sectors, wanted to undertake a location analysis & concept development for its 3 commercial locations in Maldives.

Project Objectives:

Core objective was to conduct location analysis and concept development for mentioned commercial properties in Maldives, answering the following key strategic questions:

What should be the concept for all locations in terms of positioning, target consumer, and offerings?
What should be the retail mix for different locations?
What should be the appropriate revenue model – pure rental / pure revenue share / or mix of both? What are the expected rentals?

Deliverables:

Provided detailed analysis of all the 4 locations on following parameters:
1. Site profile: Distance & time mapping from key landmarks, Profile of adjoining establishments, Upcoming developments in the vicinity, Approachability & accessibility from city center, key landmarks & neighboring towns/cities
2. Consumer profile: Demographic profile including age, income, education & occupation, preferred destination for shopping, food & entertainment, Shopping behavior & brand preferences, etc.
3. Retailer profile: Penetration of retail, food and entertainment options in the country, Presence of national / international retailers, No. of outlets, Business performance & Expansion plans, etc.
Conceptual framework based on insights and learnings from location analysis:
1. Overall positioning and target audience for the proposed retail market
2. Retail mix and anchor strategy
3. Zoning plan, expected rentals, and operating model