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meeraas by Mind Map: meeraas

1. COMPETITIVE BRANDS

1.1. FABINDIA

1.2. BIBA

1.3. GLOBAL DESI

1.4. SOCH

1.5. TAAVI

1.6. CRAFTSVILLA

2. MARKET SEGMENTS

2.1. Market Definition

2.1.1. Buying practices

2.1.1.1. ethenic, indianess, exclusivity, loyal and a social being , sometimes hedonist

2.1.2. Customer profile

2.1.2.1. fashionable,charming , confident , elegant,loyal

2.1.3. Trends

2.1.3.1. Heritage and fashion blended together .

2.1.4. Maturity

2.1.4.1. A new brand launch

2.1.5. Location

2.1.5.1. JP Nagar 3 Phase , Outer Ring Road

2.1.6. Size

2.1.6.1. Only one store , later we would go for online service .

2.2. Market A

2.2.1. WOMENSWEAR

2.3. Market B

2.3.1. none

2.4. Market C

2.4.1. none

2.5. Market D

2.5.1. none

3. INTERNAL

3.1. Brand mgt

3.1.1. Organisation

3.1.1.1. Pvt. Ltd.

3.1.2. Customer service

3.1.2.1. Physical store

3.1.3. Budget

3.1.3.1. 1 crore

3.1.4. Policy

3.1.4.1. Competitive & Sustainable

3.1.5. Continuity

3.1.5.1. new brand

3.1.6. Brand Standards

3.1.6.1. quality certified

3.1.7. Brand Education

3.1.7.1. it's in a process of learning

3.2. Brand structure

3.2.1. Mega Brands

3.2.1.1. MEERAAS

3.2.2. Brand families

3.2.2.1. none

3.2.3. Brand Extensions

3.2.3.1. none

3.2.4. Nomenclature

3.2.4.1. MEERAAS - traditionaly modern

4. PERSONALITY

4.1. ELEMENTS

4.1.1. Name

4.1.1.1. MEERAAS

4.1.2. Logo

4.1.2.1. pink rectangle with black cursive font

4.1.3. Slogan

4.1.3.1. traditionally modern

4.1.4. Style

4.1.4.1. traditionally modern

4.1.5. Character

4.1.5.1. COMPETENT - Reliable , Inteligent , successful and hard working

4.1.6. Packaging

4.1.6.1. muslin bags for inner packing and outer brown paper bag both with mergenta ribbon and logo printed

4.1.7. Advertising

4.1.7.1. online campaigns on social media

4.1.8. Promotions

4.1.8.1. online

4.1.9. Promotional materials

4.1.9.1. focus on individuals who are living such lifestyles, showcasing what they see and hear

4.1.10. Publicity

4.1.10.1. online

5. POSITIONING

5.1. Competitive positions

5.1.1. Blended Prints , weaves , embroideries and MTM for women.

5.2. positioning attributes

5.2.1. Speciality of all states is it's main attribute - print, embroidery and weaves.

5.3. Image Perception

5.3.1. In Individual who loves being an Indian in both lifestyle and attitude.

6. Differentiators

6.1. First in category

6.1.1. Meeraas will be first in category as it caters to fabrics, MTM and ready apparel all under one roof.

6.2. Heritage

6.2.1. Meeraas USP is the HERITAGE of India though it’s a new brand launch.

6.3. Price

6.3.1. Competitive

6.4. Quality

6.4.1. At par with the competitive brands with quality certifications .

6.5. Customer service

6.5.1. Feedback of the customer to be incorporated with immediate action.

6.6. Breadth of line

6.6.1. Assortment will be wide and shallow

6.7. Leadership

6.7.1. It will be a leading brand , if all 3 wings of the brand are in sync .

6.8. Product Superiority

6.8.1. Quality and price

6.9. Own an Attribute

6.9.1. Speciality of all states is it's main attribute - print, embroidery and weaves.

6.10. Being the newest

6.10.1. MTM for women .

6.11. Market Speciality

6.11.1. All indian states culture blended making it secular brand .

7. METRICS

7.1. IMPACT

7.1.1. Life cycle

7.1.1.1. introduction stage

7.1.2. CLV

7.1.2.1. CLV will be built over a peroid of time

7.1.3. Premium Price

7.1.3.1. competitive

7.1.4. Market Share

7.1.4.1. need to make a place in the market

7.1.5. Profitability

7.1.5.1. target to achieve break even and then profitability

7.2. IMAGE

7.2.1. Awareness

7.2.1.1. online campaigns

7.2.2. Recognition

7.2.2.1. target is to create awareness and then build customer base for recognition

7.2.3. Relevance

7.2.3.1. target the right customer

7.2.4. Preference

7.2.4.1. indian by heart

7.2.5. Loyalty

7.2.5.1. best product at best price shall build loyalty over a period of time

7.3. BRAND EQUITY

7.3.1. Brand loyalty

7.3.1.1. best product at best price shall build loyalty over a peroid of time

7.3.2. Name Awareness

7.3.2.1. Launching of the new brand through proper channels

7.3.3. Perceived Quality

7.3.3.1. durability and design at an affordable price

7.3.4. Associations

7.3.4.1. cultural art

7.3.5. Other assets

7.3.5.1. Indian heritage and festivals to celebrate