Presented By:

Syed Akeel
Muhammad Ahsan Akram
New product launch means introducing a new
product into the market.

In other words, it is adding a new product in the
existing product line of the company.

A new product launch is an important aspect
of product policy and product management.

For expansion of business, time to time
launch of new products is very necessary.
ADIDAS launches front
runner in Pakistan.
The product, a cross
training sports shoe will be
sold under the brand name
FRONTRUNNER(Roadrunn
er agr rkhna hai to ye b dkh
ly).

They come under the
category of consumer goods
for fitness and health.
The basic idea behind launching this product is to help
out in making calculated and well monitor workouts.

An idea of freshness as with shoes customer will be
provided with 20 perfumed strips that make you to feel
fresh even after using the shoe for long hours.

To become the best sports brand in the
world.
To that end, never equate quantity with
quality.

STRENGTH

- Result oriented approach.
- The brand is going to be well accepted
in the country.
- Quality and Comfort.
- Perfume strips
(Launched for the first time)
WEAKNESS
- We may be unable to achieve projected
sales.
- Varied consumer preference.
OPPORTUNITY

- The market is always open for innovation.
- Participation within a growing market.
- High penetration levels.
- The large increase in customer base that
follows with the acceptance of the product
by one customer.
- Changing needs of customers.
- Innovation according to the changing
preferences of the new generation.


THREAT

- Existing players in the market.
- Chances of idea of product being copied.
- Change in consumer preferences.
Availability of abundant raw material base

Large domestic market and

The opportunity to cater to world markets

1. Category
Mens Shoes - 45 %
Ladies shoes - 40 %
Kids shoes - 15%

FRONTRUNNER has a sensor placed under the
sole and comes with a portable digital indicator.

The indicator keeps track of the distance covered
and the speed at which you walk/run.




Foam based foot contour

The foam which is made of polyurethane that
adjusts the lowest layer of the shoe by spreading
itself according to the different shapes and sizes of
feet to give it a complete snug and cushioned fit.

FRONTRUNNER provides an armband to place
the digital indicator.
FRONTRUNNER comes with a small portable
digital indicator which displays the distance covered
(km) and the speed (km/ph).


MAXIMUM SPREADING OF THE
PRESSURE
Mainly in the heel area an enormous pressure
arises, which will be led directly from the foot the
spine and the joints.

The new Triple-Shock-Absorption, blocks the
pressure and absorbs it by the 3 components.

The extremities will be released considerably.
Segmenting Variables

Geographic
Country-Pakistan
Region-Metropolitan cities and cosmopolitan
cities
(Lahore, Karachi, Islamabad,and other
important cities.)

Demographic:

Age - 15-60
Gender - Male, female
Occupation - College going youth and
working population
Social Class - Upper-Middle class and
Upper class.


PSYCHOGRAPHIC
Psychographic segmentation divides buyers into
different groups based on social class, lifestyle, or
personality characteristics.

LIFESTYLE
Outdoors Oriented.
Behavioral:

Occasions: Regular and special occasions
Benefits : Convenient and economical
Attitude towards product: Enthusiastic


Targeting strategy or targeting is the selection of
the customers you wish to serve.




The decisions involved in targeting strategy include:
Which segments to target?
How many products to offer?
Which products to offer in which segments?
AGE -15 years-60 years

GENDER -Male and female

LIFE CYCLE - Sports personality, youngsters,
married, unmarried

OCCUPATION -Sportsman, students, adventurous

SOCIAL CLASS Upper middle class, upper class
Market positioning means the process by which
marketers try to create an image or identify in the minds
of their target market for its product, brand, or
organization.

The type of positioning used by us is double benefit
positioning:
-Complete monitored fitness
-Odor free


The price is the amount a customer pays for the
product.
Price is the only revenue generating element amongst
the 4ps, the rest being cost centers.

PRICING OBJECTIVE-
-To Maximize Profits
-To Meet a Specific Target Return on Investment
-To Achieve a Target Sales Level
-To Maintain or Enhance Market Share
-To Meet or Prevent Competition

PARTICULARS COST PER PIECE
RAW MATERIAL & LABOUR Rs 850
BLUTOOTH INSTRUMENT Rs 625
WRIST BAND Rs 350
SHOCK ABSORPTION
TECHONOLOGY
Rs 225
USB Kit Rs 145
PERFUMED STRIPS Rs180
PACKGING Rs 35
TOTAL Rs 2410
Market skimming

The practice of price skimming involves
charging a relatively high price for a short time
where a new, innovative, or much-improved
product is launched into the market.

PRICE RANGE- RS4999 onwards
We are planning to launch FRONTRUNNER in
exclusive outlets located in the Major cities as well as
also through the Adidas exclusive outlets in order to
minimize risk and initial expenses.


TV Adds
Print Media
Hoardings
Posters
Radio Adds
Internet Adds
Collaborating with health and sports clubs.
Sponsoring sports activities