Strategies

Ideas for Selling

• Product will be sold in multi brand outlets
• The product will be available in 2 lines : 69% Ecological and 99% Ecological

The percentage simply denotes the commitment of the product to be true to ecological base. So a 69% category ecological bag may contain rexine trims, polyester lining from inside, etc.
Pricing: Rs. 199 to 699/-

The 99% category bags will have an interesting play of different natural fabrics, colors, prints and fabric/ metal trims.
Pricing: Rs. 499 to 999/-

Ideas for Promotion

Giving free gifts along with a product catalogue in selected eating outlets or hangout joints such as Barista, Café Coffee Day, McDonalds, SubWay, KFC, Dominos, Pizza Hut, etc if the bill exceeds certain amount. The gifts can include wallets, regular size tote bags, etc.

Distributing pamphlets or putting promos in MBOs for ecological awareness. Campaigns like ‘when i can save the environment and my pocket, then why not this’, ‘Yashaswi did her bit for environment… did u?’, ‘Priti reduces carbon emission on earth by 5%" may do the trick to attract the consumer.

Targeting the youth is the key to popularise here. Marketing the whole ecological point to convince them to gear up to save the environment by switching to eco friendly products.

Future Scope

The consumer in the first stage is predominantly women, who can’t live without handbags… but we don’t believe in gender discrimination…therefore the product line extension, which is our next step, will include fabric folders, mens’ wallet, laptop cover, etc to make it unisex

The introduction of the brand and product will start from Ahmedabad as we all know the local consumer and market scenario. Also, the availability and proximity to sources of raw material (cotton from Ahmedabad, jute from Kolkata and trims from Mumbai) and comparatively cheaper rates of real estate, electricity, water, etc.

Brand & Consumer

Brand Values

• Pure
• Honest
• Unique
• Practical

For any change in society, you need to convince a certain segment of people…no prizes for guessing who… its youth generation…they have got all what it takes to start a revolution…attitude, power, ability to stand by their conviction…

Consumer profile: Soha Ali khan’s character in Rang De Basanti

Demographics

• Gender : Female
• Age : 18 - 25 years
• Social Class : students and Working singles
• Economic Class : for working ladies, 20k to 50k per month; for students, pocket money + parental disposable income and/ or money earned through part time jobs
• Place : metros and tier I cities
• Staying with friends/ single/ live-in

Psychographics

• fun loving, likes to socialise, big friend circle and popular in the group
• smart, knowledgeable, caring and sensitive
• genuine, Assertive, ready to face challenges
• open to westernization, still having strong Indian roots
• career oriented but not highly ambitious…family is always the first priority
• dabble in many things at a time… multitasking… keep toggling among many interest areas
• very critical about people who waste the resources… be it electricity, water, paper...anything
• has an innate urge to do something to help others
• likes to watch good movies…english, hindi, regional…as far as it’s a ‘mast’ movie
• likes to shop along with friends…but not a shopoholic
• Shabana Azmi, Shobha De, Sudha Murthy, Menaka Gandhi are her role models
  

Ecological Bags - Competition

Going ahead with the project, its important to talk about the competitors. Obviously, they are the ones who make us realise where we stand. Our competitors are

Baggit

• Extremely good line of products all made up from leather look-alikes,
• Has presence in all types of bags (clutches, big hand bags, small purses, mobile covers, etc), belts, footwears.
• Good distribution network all across India, presence in all MBOs in all the cities + EBOs
• India’s own hi-fashion accessory brand

Norquest bags

• Into the production of ecological bags
• Majorly into exports through onine channel (no retail stores)

People Tree Bags

• An NGO dealing in fabric bags and other products
• Single small store in Cannaught Place, New Delhi

Knowing the co-players is not enough, lets see what's the playground like...

Leather has been associated with hi-fashion product for ages, so users generally prefer leather or look-alikes over a fabric bag! Changing the mindset of the people is a tough job…and we know it, so lets be a little casual in bringing a change here right now…I guess it will happen gradually.

Market Gap

• Little awareness on ecological products
• Bag market hugely dominated by leather and look-alikes
• Absence of national level brand for fabric bags
• Available fabric bags have largely cultural/ traditional look and feel
• Common complaint with fabric bags is color bleeding, gets dirty easily

Deadly combination of ecological concept, trendy bags and use of natural fabric… ha ha ha… do you think can work? Why not… lets redefine the accessories in our wardrobe and get some more close to nature…and MAKE A DIFFERENCE !

Feel Green

What all do you associate with green, as a word, as a color… green stands for growth, feeling of jealousy, hint of money, and above all the mother earth, the nature. Let us go back to nature for a while.

Yes!!!

In the same nature some of us saw while growing up… or while on the vacation… or may be in those dream sequence of a bollywood movie. That is all GREEN.

Felt!
Seen!
Dreamt!

The planet earth is symbolised by green color, green is to live, green is life, green is the essence of our existence…

All of us have assumed that this greenery surrounding us is forever, which is not reality unless we make any effort to retain it. We pray that our coming generations get more than just a hint of green… who’ll do that, is it the Government, UN… how, when, where… so many questions and no answers… or rather no one wants to find the answer because everyone is happy and content doing what others have been doing. It is indeed a high time to take action. Right?

Action doesn’t imply going on rallies or banning the things. It’s just means bringing the awareness in the daily lifestyle.

Let’s be little more adventurous than sitting on our lazy couches for hours and discussing the issue… plain Sundays can become ‘Trash free’ Sundays. Fresh Monday as a ‘Be Natural’ Monday… yes, such a tiny effort too, will help!

Here is another small step taken to make things better or should we say greener! GREEN is umbrella that will nurture the products made in ecological way i.e. any process or any outcome of it won’t be harmful to nature. The first category we want to introduce under it are handbags – purses, clutches, wallets, etc…anything which holds, is allowed in this category, provided it is made ecologically.

The bottom line is anything we do in life is ultimately directed towards having shelter, clothing and food, which inturn gives the peace of mind.

Let's put this all in a phrase ' MAKE A DFFERENCE'.


About Us:

We are Priti, Yashaswi and Vikram, designers from NID, Ahmedabad working towards ecological awareness.
Time to write about us… pretty tough. It is said girls are mystry. Yes. That implies with yashaswi too. Even she doesn’t know what she wants next moment. A small town girl having big aspirations, always getting into helping society formally and informally… she’s tough, determined, friendly and emotional.
About Priti, as the name says, she’s pretty. Practical, original and a typical workaholic. If she’s passionate about something... be sure she’ll leave the world for it.
Diligent in work… confident in attitude… practical in approach and jolly in true sense…this describes our 3rd partner, Vikram Jolly.