Presented by:Nikhita Fatehpuria (01)Nishtha Agarwal (02)Chikky Jain (33) Karishma Yadav (35)

INTRODUCTION The Being Human Foundation is a registered

charitable trust set up by Bollywood actor- Salman Khan for helping the cause of the underprivileged.

Salman Khan set up and funded the Foundation using his own money .

The Foundation has two focus areas:

Education and Healthcare.

To increase the reach and corpus of the Foundation, Salman Khan has undertaken initiatives such as Being Human Art; Being Human merchandise; and Being Human Gitanjali Gold Coins.

PRODUCTSAVAILABLE

WOMEN MEN RECOMMENDATIONS

T-SHIRTS

SIZES AVAILABLE

WATCHES

GITANJALI GOLD COINS

Round Neck Short sleeves Stencils- T-Shirt;

Round Neck T-shirt – Small stencils; Ladies Vest in

varieties

S, M, L, and, XL

CASE & BROWN STRAP WATCH; CASE & BLACK STRAP WATCH; CASE & WHITE STRAP WATCH; ROSE GOLD CASE & BLACK STRAP WATCH; STEEL GOLD TT BRACELET WATCH; ROSE GOLD BRACELET WATCH; ROSE GOLD CASE & ORANGE STRAP;

Round Neck Collar T-Shirt; Round Neck T-Shirt in

varieties; V-neck T-Shirt; Round Neck T-Shirt – Big

Print (worn out look)

S, M, L, XL, and, XXL

BLACK WITH ORANGE NUMBER; WITH GOLD BODY; WITH STEEL BODY; WITH GOLD BODY; WITH BROWN STRAP; WITH BLACK LEATHER STRAP; WITH STEEL BODY; WITH BROWN BOD; BROWN WITH SILVER BODY;

Being Human could go for product extension and

include items like: Towels Caps T-Shirts for Kids Tote Bags Sling Bags Being Human

Accessories like bag tags, Mugs, Mouse Pads, Mobile Covers, etc.

Slippers or Flip flops

The brand should introduce design elements in the being human t-shirts, because once an individual possesses a being human t-shirt, he would like variations, to be willing to buy a second one.

These variations could be in the form of different prints with social messages, differences in sleeves, and subtle embellishments. These variations would also raise price, which would increase the margin

Merchandise has been priced at affordable price, so that the youth of today does not hesitate to spend on it The proceeds from the merchandise goes to the Being Human foundation to support such children.

Rs. 100 is donated from every sale of men’s and women’s

t-shirts.

78% of the money from the watch sales goes to the Being Human Foundation,

22 per cent goes to the shopkeeper.

There are no middlemen to commit fraud, and the money directly reaches, the needy.

 

MERCHANDISE PRICE

T-SHIRTMenWomen

Men: Rs 495

Women: Rs 435

WATCHESMenWomen

Men: Rs. 12500-22500Women: Rs. 7800-12000

RecommendationsMERCHANDISE PRICE (Rs)

CAPS 450-500

TOWELS 700-900

BAGS 499-750

ACCESSORIES 200-500

T-SHIRTS FOR KIDS 350-750

SLIPPERS 350-450

Mandhana Industires Limited, Mumbai based Textile and Apparel Manufacturing Company, entered into an exclusive license agreement with Being Human- The Salman Khan Foundation for designing, marketing and distributing Being Human Clothing Products.

The Company has the exclusive rights to promote and use the Being Human brand name worldwide for its Clothing Products for the next 9 years and 3 months with Salman Khan as the Brand Ambassador.

Being Human Fashion Show:

Dubai fashion show:

Facebook and twitter: The

Sales promotions

Direct marketing:

RECOMMENDATIONSThe brand can use advertisements to accelerate its

popularity and purchase. This would include commercials in television, promoting the noble cause by the brand ambassador Salman Khan

The advertisement should be shown in those channels which are watched and most popular amongst the target segment-the college going youth, thus in music channels such as MTV and Channel V.

These videos can collaborate with multiplexes such as Inox, and it can be played before the start of a movie.  

The merchandise could also be displayed through special photo shoot for popular Magazines such as Femina and Vogue India,

Along with these advertisements, the merchandise could be showcased along with its price and place, similar to the display of other brands’ merchandise. The brand in this medium, could be projected as a brand for the youth of today, who not only believes in “looking good but also doing good”

The brand could also be promoted through Fashion Blogs such as www.highheelconfidential.com, which has blogs mainly about Indian celebrities fashion statements. Events/experiences: various events such as sports events and entertainment events could be used to promote the brand Being Human.

 

the brand targets the youth, it could sponsor college festivals which invite colleges from all over India. Such as those conducted by esteemed institutions of India.

The brand could also collaborate with one of the leading departmental store in India- Shoppers stop, and promote it via SMS, E-mails and posters. Because Cotton World stores are very limited, thus it should be promoted through other stores which are more prevalent in the country.

The awareness about availability of Being Human t-shirts in Cotton World is very limited, thus customers could be informed about the availability via SMSs, E-mail to Cotton World loyalty card holders, which could be passed on through word-of-mouth.

The brand could also be promoted through contest on radio. The Brand could collaborate with an all India radio station such as – Red F.M, and hold Being Human contests. The radio is a good medium for promotion since a large number of potential target segment listens to the radio. Thus by holding such contests, the youth could be made aware about the brand. The contests could be related to Being Human cause or other social causes. Salman Khan could also be invited to talk about the brand and how a common man can contribute to its cause. The audience could also be informed about the places where the merchandise is available, the price and the products available.

 

Public relations: the brand could organize press conferences, regarding the misuse of the brand image, through selling of fake Being Human t-shirts, simultaneously informing where the t-shirts are actually available and the noble cause it is supporting 

Being Human t-shirts are available in cotton world outlets across the country.

Salman Khan also launched a limited range of luxury watches named after his 'Being Human' charitable foundation in about 50 stores all over India. All royalties go to charity. The watches will be available in a number of stores and are being distributed by Mak Luxury Watch Pvt. Ltd. The Being Human watches will be available at: 

All 'Just In Vogue' stores in Mumbai, Delhi, Kolkata, Punjab.   At 'Just In Time' stores in Mumbai and Pune and also at 'Watches of Switzeland'

in Mumbai.   At 'The Golden Time' in Ahmedabad and Surat, at all leading stores in Delhi   All Prime Watch Stores in Kolkata, Jaipur and Raipur.     The merchandise is also available on virtual online stores, on sites such as

www.beinghuman.com www.celebwears.com and www.bookmyshow.com

RECOMMENDATIONS Start with there exclusive retail outlets showcasing only Being

Human merchandise located at malls in metropolitan cities such as Delhi, Mumbai, Kolkata, Banaglore and Hyderabad.

come into collaboration with India’s leading department stores such as Shopper’s stop and promote the merchandise through SMSs, E-mails and letters to Loyalty card holders.

The brand could also increase its presence in other virtual stores, since a large number of purchases nowadays are made through the Internet. Some of the most visited sites include www.fashionandyou.com and www.flipkart.com.

SEGMENTS CURRENT RECOMMENDED

DEMOGRAPHIC Young generation mostlyBoys and girls within the age of 16 to 30, educated, middle class and upper-middle class

It can be expanded to children and teenagers between the age of 5 and 15.

BEHAVIORAL Medium and heavy wearingIdeal for Sunday dressing and hanging out with friendsEmotional attachment with the brand, Conscious about brand image

Increase brand loyalty by introducing more styles and designs, thus induce repeat visit and purchase.

SEGMENTS CURRENT RECOMMENDED

PSYCHOGRAPHIC Like to dress casually at some point of the dayFeel the need for social awareness

Those who are fashion conscious and wish to make a style statement.

GEOGRAPHICAL Mainly urban population- due to their availability in cotton world outlets in metropolitan cities such as Mumbai, Kolkata, Pune, Chennai, Bangalore, Gurgaon and Hyderabad.Also available online

Having its own stores in malls at metropolitan cities, availability at Shopper’s Stop, online on www.fashionandyou.com and www.flipkart.com

BY ATTRIBUTES AND BENEFITS – a more trendy approach so that people are interested in buying not just one piece to contribute to charity. They want to buy more even after possessing one t-shirt. BY PRICE/QUALITY – the prices being very reasonable and the fact that a portion of the sales goes to charity. 

BY USE – the frequency of usage can be increased by enhancing the design element. BY PRODUCT CLASS AND USER – taglines like “you are just a shirt away from being human” project in the minds of the people that contributing for a social cause will make them a part of a certain class. BY CULTURAL SYMBOLS – the products can be designed such that a particular range focuses on a certain issue.