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Name: Aatmi doshiRoll No: 01
A COMPLETE PR PLAN OF SVELTE
The PR plan for the launch of a new range of skinny jeans for
womenby the Company DEVICE is detailed in brief as below:
EXECUTIVE SUMMARY:This company is in the market for over last 20
years. After a completemarket research the company identified that
Looking slim is high onevery womens wish list. Being this as a
focal point the company has
launched SVELTE slim fit jeans
SITUATION ANALYSIS:In a recent survey conducted by BNS a leading
market research inIndia came up with looking thin and curvy look
figured fitting denimsas their numero 1 desire. The denim market
has almost 30 plus playersin branded and unbranded space combined.
Majority of thecompetitors have launched slim fit jeans directly
from the internationalbrand and keeping in mind the typical Indian
women physic. Due tolack of this market knowledge and direct
adoption of slim fit jeans isvirtually nil in Indian market. Device
Jeans has done a thorough study
of the Indian women body and launched the brand SVELTE
GOAL:To reach 75% of the urban youth and middle aged women.
TIME FRAME:
The above table shows thepublicity penetration rate and the time
consumed to achieve the abovementioned rates.
TARGET AUDIENCE:
Time required % of PenetrationRate
1 3 months 254 6 months 507 9 months 75
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Women aged 18 40 years belonging to upper middle class
segmentand living in 7 metro cities such as Mumbai, Delhi,
Bangalore, Kolkata,Chennai, Hyderabad, Ahmadabad and Pune.
PR TOOLS:
The following are the PR tools used for launching SVELTE
PRESS RELEASE:The following Press Release would be circulated on
the companyletter head to below mentioned newspapers such as
BombayTimes, HT Caf, Mumbai Mirror etc. and various magazines
suchas Femina, Stardust, Brunch ( provided with Sunday
HindustanTimes)
WHAT WOMEN WANTS
Place: MumbaiDate: 7th April11
Device Jeans after extensive research have discovered what an
Indianwomen really wants. The ideal way to find women happy is to
findherself in a perfect shape. That what exactly Device Jeans came
upwith the launch of SVELTE at a very very reasonable and
affordableprice enabling all common girls as well as the women with
the power ofpurchasing or owning one.
Contact:Mr Mohit SuriCEODevice Jeans
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PRESS CONFERENCE:
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LAUNCH OF SVELTE slim fit jeans
Place: Trident, MumbaiDate: 13th April11
Time: 1600 hrs
Press Conference is taken place because Device Company launched
askinny fit jeans demins know as SVELTE specially for the
women.
During a press conference the CEO of the company was
thespokesperson on the behalf of the entire Device company.
Heexplained the cause for the launch of the product.He assured that
they would provide Free fittings, and provide variousvouchers to
the women enabling them to purchase denims.
A kit in the shape of slim fit denim was provided to each and
everyperson or journalist who attended the press conference. The
kit had adenim material, vouchers etc.Fact sheets including copies
of any graphs or charts presented duringthe press conference.
