THE PROJECT REPORT ON CONCEPT TO

COMMERCIALIZATION
ON

‘LIFE’ T-SHIRT

Submitted To: Submitted By:

Prof. Abhinava S. Singh Viral Brahmbhatt -05
On Keval Dasani - 07
21th march 2011 SEM- IV, Section - C
INTRODUCTION:

Definition: T-shirt or Tee- shirt differs from traditional garments in that it

uses printed patterns and words to express rich cultural meaning
aesthetics and distinctive personalities thus creating a relatively
independent t-shirt culture. T-shirt enjoys great popularity among the
consumers for they are comfortable, casual and simple.

In India why the product like t-shirt can be sold and also can get a huge
business, there are many reasons behind that. India is a country of
festivals and full of different cultures. Here several types of people living
in a same region and there are more than 2273 languages are spoken.
More than half population of India is youth.

Today in several types of businesses people use t-shirt as their staff

uniform as it is comfortable. India is a market for all but the product has
its own capacity to attract the consumer.

In India there are several players who make the different kinds of t-shirts
but they do this in the same business where they were before.

Companies like Reebok, Nike, Vimal, DJ & G & other local players also
with their several products in the market. They all have their product
level as well as product categories according to their patterns.

India is a market where the product T-shirt can become a successful

product with a proper strategy and planning.
 1.INDUSTRY AND MARKET ANALYSIS
As China is world’s 1st country in productions in the t-shirt market also they are
at the top. World’s 60 % - 70 % production of t-shirt is produced by China and
USA.

T-Shirt

A T-shirt (or tee shirt) is a shirt which is pulled on over the head to cover most
of a person's torso. A T-shirt is usually button less and collarless, with a round
neck and short sleeves.

However, many people incorrectly use the term T-shirt to describe any short
sleeved shirt or blouse - a polo shirt or other collared shirt is not a T-shirt. The
sleeves of the T-shirt extend at least slightly over the shoulder but not
completely over the elbow (in short-sleeve version). A shirt that is either longer
or shorter than this ceases to be a T-shirt.

T-shirts are typically made of cotton or polyester fibres (or a mix of the two),
knitted together in a jersey stitch that gives a T-shirt its distinctive soft texture.
T-shirts can be decorated with text and/or pictures, and are sometimes used to
advertise (see human billboard).

T-shirt fashions include styles for men and women, and for all age groups,
including baby, youth, and adult sizes.

History
The T-shirt evolved from undergarments used in the 19th century, through
cutting the one-piece "union suit" underwear into separate top and bottom
garments, with the top long enough to tuck under the waistband of the bottoms.
T-shirts, with and without buttons, were adopted by miners and stevedores
during the late 1800's as a convenient covering for hot environments.
T-shirts, as a slip on garment without buttons, originally became popular in
the United States when they were issued by the U.S. Navy during or following
the Spanish American War. These were a crew-necked, short sleeved, white
cotton undershirt to be worn under a uniform.

It became common for sailors and Marines in work parties, the early
submarines, and tropical climates to remove their uniform "jacket," wearing
(and soiling) only the undershirt. It is possible that the Navy uniform boards
first discovered the T-shirt by watching dock crews. Named the T-shirt due to
the shape of the garment's outline, they soon became popular as a bottom layer
of clothing for workers in various industries, including agriculture.

The T-shirt was easily fitted, easily cleaned, and inexpensive, and for this
reason, it became the shirt of choice for young boys (perhaps more the choice of
their mothers than of the boys themselves).

Boy's shirts were made in various colors and patterns, and became so ubiquitous
that cartoon character Charlie Brown rarely was seen without his T-shirt with
distinctive zig-zag stripe around the waist.

By the time of the Great Depression, the T-shirt was often the default garment
to be worn when doing farm or ranch chores, as well as other times when
modesty called for a torso covering but conditions called for lightweight fabrics.

Following World War II it became common to see veterans wearing their

uniform trousers with their T-shirts as casual clothing, and they became even
more popular after Marlon Brando wore one in A Streetcar Named Desire,
finally achieving status as fashionable, stand-alone, outer-wear garments.

Trends
T-shirts were originally worn as undershirts. Now T-shirts are worn frequently
as the only piece of clothing on the top half of the body, other than possibly a
bra or an undershirt (vest). T-shirts have also become a medium for self-
expression and advertising, with any imaginable combination of words, art and
even photographs on display.

A T-shirt typically extends to the waist. Variants of the T-shirt, like the tank
top, A-shirt (with the nickname "wife beater"), muscle shirt, scoop neck, and
the V-neck have been developed. Hip hop fashion calls for "tall-T" T-shirts
which may extend down to the knees.

A 1990s trend in women's clothing involved tight-fitting "cropped" T-shirts that

are short enough to reveal the midriff.

Another popular trend is wearing a "long-sleeved T-shirt", then putting a short-

sleeved T-shirt of a different color over the long-sleeved shirt; this is known as
"layering."

Expressive messages

Since the 1980s, T-shirts have flourished as a form of personal expression.

Screen printed T-shirts have been a standard form of marketing for major
consumer products, such as Coca-cola and Mickey Mouse, since the 1970s.
However, since the 1990s, it has become common practice for companies of
all sizes to produce T-shirts with their corporate logos or messages as part of
their overall advertising campaigns.

Since the late 1980s and especially the 1990s, T-shirts with prominent designer-
name logos have become popular, especially with teenagers and young adults.
These garments allow consumers to flaunt their taste for designer brands in an
inexpensive way, in addition to being decorative.

Examples of designer T-shirt branding include Calvin Klein, FUBU, Ralph

Lauren and The Gap. These examples also include representations of rock
bands, among other obscure pop-culture references.

Licensed T-shirts are also extremely popular. Movie and TV T-shirts can have
images of the actors, logos and funny quotes from the movie or TV show.
Often, the most popular T-shirts are those that characters wore in the film itself
(e.g., Bubba Gump from Forest Gump and Vote for Pedro from Napoleon
Dynamite).

Designer Katharine Hamnett in the early 1980s pioneered outsize T-shirts with
large-print slogans. The early 2000s saw the renewed popularity of T-shirts with
slogans and designs with a strong inclination to the humorous and/or ironic.

The trend has only increased later in this decade; embraced by celebrities, such
as Britney Spears and Paris Hilton, and reflected back on them, too ('Team
Aniston').

The political and social statements that T-shirts often display have become,
since the 2000s, one of the reasons that they have so deeply permeated different
levels of culture and society The statements also may be found to be offensive,
shocking or pornographic to some.

Many different organizations have caught on to the statement-making trend,

including chain and independent stores, websites, and schools. A popular phrase
on the front of T-shirts demonstrating T-shirts' popularity among tourists is the
humorous phrase "I did and all I got was this lousy T-shirt."

Examples include "My parents went to Las Vegas and all I got was this lousy T-
shirt." T-shirt exchange is an activity where people trade their T-shirts they are
wearing. Some designs specifically write on the shirt "trade with me".
INDUSTRY ANALYSIS BY PORTER’S FIVE FORCES
BUYER POWER
“The major retailers in the Indian t-shirt market are supermarkets/hypermarkets,
Retail stores’ product range. Backward integration is more of a common sight
with the use of private labels rather than forward integration.

The major t-shirt players have increasingly started niche targeting of customers
Aiming at a greater loyalty and hence forcing the decrease in buyer power.

Supplier power

“Suppliers in the t-shirt market include manufacturers of mass production

ingredients, such as summer, winter, casual collection and special additives, and
packaging materials.
The increased regulations by the government requires that the ingredients be
Environment friendly which drives up the R&D cost and hence reduces the
suppliers’ power.

New entrants

Presence of existing multinational brands with high degree of economies of

scale acts as a huge deterrent. However new entrants have increasingly adopted
a strategy of micro segmentation concentrating on a few niche markets.

Substitutes

Includes shirts and its old traditional Indian products. However with changing
attitudes as previously elaborated threat of substitutes is increasingly looking
dumb.

Rivalry
This is dominated by few big players who often, offer a wide range of products.
Robust market growth, customer loyalty and product diversification has helped
to ease the rivalry.

PRODUCT LEVELS OF “LIFE” T-SHIRT

• Core benefit:- cloth, style, cover the body…

• Generic product:- casual wear …

• Expected product:- trendy look, advancement of wearing style

• Augmented product:- extra comfort

• Potential product:- status , attraction

 New product development process

Idea Generation

This step is often called the "fuzzy front end" of the new product development
(NPD) process:

1. Ideas for new products can be obtained from basic research using :

Life t-shirt

 SWOT analysis (Strengths, Weaknesses, Opportunities & Threats)

2. Idea Generation or Brainstorming of new product or service can begin when
you have done your OPPORTUNITY analysis to support your ideas in the Idea
Screening Phase.

Idea Screening

The object is to eliminate unsound concepts prior to devoting resources to them.

The screeners should ask several questions:

 Will the customer in the target market benefit from the product?

What is the size and growth forecasts of the market segment/target market?

What is the current or expected competitive pressure for the product idea?

What are the industry sales and market trends the product idea is based on?
Is it technically feasible to manufacture the product?

 Will the product is profitable when manufactured and delivered to the

customer at the target price?

Concept Development and Testing

 Develop the marketing and engineering details

 Investigate intellectual property issues and search patent data bases

Who is the target market and who is the decision maker in the purchasing
process?

What product features must the product incorporate?

What benefits will the product provide?

How will consumers react to the product?

How will the product be produced most cost effectively?

 Prove feasibility through virtual computer aided rendering, and rapid

prototyping

Commercialization

 Launch the product

 Produce and place advertisements and other promotions

 Fill the distribution pipeline with product

 Critical path analysis is most useful at this stage

New Product Pricing

 Impact of new product on the entire product portfolio

 Value Analysis

 Competition and alternative competitive technologies

 Differing value segments (price, value, and need)

 Product Costs (fixed & variable)

 Forecast of unit volumes, revenue, and profit

These steps may be iterated as needed. Some steps may be eliminated. To

reduce the time that the NPD process takes, many companies are completing
several steps at the same time (referred to as concurrent engineering).

Most industry leaders see new product development as a proactive process

where resources are allocated to identify market changes and seize upon new
product opportunities before they occur (in contrast to a reactive strategy in
which nothing is done until problems occur or the competitor introduces an
innovation).

Many industry leaders see new product development as an ongoing process

(referred to as continuous development) in which the entire organization is
always looking for opportunities.

Because the NPD process typically requires both engineering and marketing
expertise, cross-functional teams are a common way of organizing projects.

The team is responsible for all aspects of the project, from initial idea
generation to final commercialization, and they usually report to senior
management (often to a vice president or Program Manager).
In those industries where products are technically complex, development
research is typically expensive, and product life cycles are relatively short,
strategic alliances among several organizations helps to spread the costs,
provide access to a wider skill set, and speeds the overall process.

BUILDING BRAND EQUITY

Brand element choice criteria:

There are six criteria in choosing brand elements (as well as more specific
choice considerations in each case). The first three (memorable, meaningful,
and likable) can be characterized as “brand building” in terms of how brand
equity can be built through the judicious choice of brand element.

The latter three (protectable, adaptable, and transferable) are more “defensive”
and are concerned with how the brand equity contained in a brand element can
be leveraged and preserved in the face of different opportunities and constraints.

BRAND ELEMENT CHOICE CRITERIA

Memorable: How easily is the brand element recalled? How easily recognized?
Is this true at both purchase and consumption? Short brand names such as Tide,
Crest, and Puffs can help.

Meaningful: To what extend is the brand element credible and suggestive of

the corresponding category? Does it suggest something about a product
ingredient or the type of person who might use the brand? Consider the inherent
meaning in names such as Diehard auto batteries.:-

Likeability: How aesthetically appealing do consumers find the brand

element? Is it inherently likable visually, verbally, and in other ways? Concrete
brand names such as Sunkist, Spic and Span, and Firebird evoke much imagery.

Transferable: Can the brand element be used to introduce new products in the
same or different categories? To what extend does the brand element add to
brand equity across geographic boundaries and market segments? Volkswagen
chose to name its new SUV, Touareg.

Adaptable: How adaptable and updatable is the brand element? Betty Crocker
has received over eight makeovers through the years.

Protectable: How legally protectable is the brand element? How competitively

protectable? Can it be easily copied? It is important that names that become
synonymous with product categories – such as Kleenex, Kitty, Litter, Jell-O,
Xerox, and Fiberglass – retain their trademark rights and not become generic.

Choosing brand elements:-

Brand name:-Life t-shirt

Brand logo:-
Slogan:-“strive for better”

DESIGNING MARKETING PROGRAMME:-

SECONDARY BRAND ASSOCIATIONS

Primary Association

Before I start on secondary associations, it makes sense that I talk about what
the primary associations of a brand are.
Primary associations are qualities/equity inherently possessed by the brand.
These would include those of salience/utility (whether a washing powder cleans
clothes or whether fairness cream makes you fair), performance (does the
washing powder tackle tough stains well, whether the fairness cream makes you
5 shades or 2 shades fairer), imagery (how reputed the brand is, how successful
has it been), judgment (how the brand fairs in comparison to competitors), etc.

Secondary Association

Secondary association on the other hand is more of a branding-marketing

function. It transfers the qualities/equity of other entities to the brand in
question. Consider a commodity like salt. One can argue that iodized salt is
iodized salt and while one can double filter it and another triple filter it, the two
salts cannot be too different.
But when one of them is Tata Salt and the other Dandi Namak one would tend
to think of the former as of better quality. This is a classic case of the secondary
association: Tata’s reputation of quality being transferred to the salt.

Leveraging Secondary Associations

The above example was one of the many ways one can build secondary
associations – through the parent company. However there are many other ways
of doing the same. Some of these are illustrated below.

Measuring brand equity:-

Qualitative techniques:-

1) free association

2) projective techniques

Quantitative techniques:-

1) awareness

2) brand image

3) brand responses

4) brand relationship
THANK YOU!!!!!