The document discusses launching a new clothing brand called Sworgonic that produces high-quality, organic fabrics like Khadi and focuses on sophisticated, high-end fashion for urban audiences. It provides analysis of Khadi fabrics, product types, target segments, and recommended marketing strategies including public relations activities, advertising, and a creative television commercial concept to promote the brand.

1. by:
Done Beri
ita
Amr
hi ng
L au nc
on ic
S wo rg

2.  A bo u
t T he
 Clien Com
pany
view
t B r ie
 Resea f
rch
 Produ
Over
ct An
 Cons alysi
s
ume
 Comp r Analysis
petito
 Strat
egy
rs An
alysi
s
 Creat
ive
 Execu
tion
 Concl
lusio
n

3. e sire,
ou D
 Y
Idea
lize.
eam
,
We r
You D
Do.
The
The C
We
to
d
icate top-
ded ith a
is
Com
w e
ST li ents ey desir
enLU ng our c ere th n of
ompa
Gre vidi
Abou
h io
Abou
p ro ice w The vis ovide
serv lfill. pr
otch e fu x
n to e bo
pany
w is of th sing,
and T t
nLUS nted, ou dverti
Gree s-orie
ny
A
t
e ir
t
t
esul ns to th g needs.
r
o n
s oluti Marketi
d
P R an

4. f
Laun
t Br ie
c
Fabr h Khad
ic i As
A Co
utur
e

Cli en
Rese
arch
 Strat
egy
 Crea
tive
 Exec
ution

5. Rese
arch

6. is
ture
cou ing"
e h sew ing"
Haut h for "hig mak
Prod
 c
Fren igh dres “.
s
o r "h h fashion e
lusiv
Haut
ig exc ted
or "h f
uct A uture
n o e & fit
Cr eatio mad
 c ustom . -
high
e Co
s
c lothe e from bric
mad sive fa
naly
y
suall expen extreme
 U
q
y,
ualit wn with ail and
se det most
and ion to
sis:
nt the a nd
atte d by
fi nishe nced sses
.
ie re
e xper e seamst
l
c apab

7.  T he
mea term Kh
Histo s is: 
n s co a
tton. di or
r y of
r ic s
India Khad
n h dar
nal y
wove ands
n cl pun
wool oth
of c and h
i Fab , w
h ich otton a
threa
ds o a , silk nd-
n a re spu
u ct A
calle , or
dac
 hark spinning n into
I t is ha.
K had
a wh whee
by o le m l
Gand Mohand ovemen
P rod
h i in as t sta
 It w
as a
the 1
920s
Kara
m ch
rted
and
Swad n in .
eshi tegra
move l pa
men r t of
t. the

8. is:
sis:
nalys
naly
uc t A
uc t A s Of
s Of
Prod
Prod Type
Type rics
rics
i Fab
i Fab
Khad
Khad
hadi
s of K
t typ ws:
ffere s follo
e
he d are a
n
br ics
i
fa
T

9. is:
d
 Perso
B ra n
na ly s
nalit
y:
Acco
Pers rding
onal
ity S to the Br
t Th e
falls
uc t A
unde cale, a
Swor nd
 Posit
io n in
r SO
P H IS g
TICA onic
g: TION
Soph .
A b ou
istica
Pro d
fashi
onab ted c
wear le ev omf o
f or p e r yd r
get a e ay co table
ddic ople wh u
ted. o wa ture
nt to

10.  The re
e
Muk spected
is:
herje S
d
cloth e is d abyasac
B ra n
es f o e h
na ly s
r Sw signing i
orgo t
nic’s he
laun
ch .
t Th e
uc t A
A b ou
Pro d

11. is:
sis:
nalys
naly
uct A ction
uc t A ion
Prod
Prod Collect
Colle

12. Pro d
uc t A
na ly s
Form is:
a l We
ar

13. is:
sis:
nalys
naly
uc t A
uc t A ar
ar
Prod
Prod al We
al We
Form
Form

14. Pro d
uc t A
na ly s
Et hn is:
ic We
ar

15. is:
sis:
nalys
naly
uc t A
uc t A c We
ar
ar
Prod
Prod ic We
Ethni
Ethn

16. Pro d
uc t A
na ly s
Cas u is:
a l We
ar

17. is:
sis:
nalys
naly
uc t A
uc t A ar
ar
Prod
Prod al We
al We
C a su
C a su

18. Pro d
uc t A
na ly s
Pa rt y is:
Wea r

19. is:
sis:
nalys
naly
uct A Wear
uct A Wear
Prod
Prod Party
Party

20. Pro d
uc t A
na ly s
Ex ot is:
ic We
ar

21. is:
sis:
nalys
naly
uc t A
uc t A c We
ar
ar
Prod
Prod ic We
Exoti
Exot

22. Pro d
uc t
Ana l
Kids y sis:
Wea r

23. is:
sis:
nalys
naly
uc t A
uct A Wear ar
Prod Kids We
Prod Kids

24. Pro d
uc t A
We d na ly sis
din g :
Wea r

25. is:
sis:
nalys
naly
uc t A
uc t A ar
ear
Prod ding We
Prod ing W
Wedd
Wed

26. Pro d
uc t A
na ly s
Ac ce is:
sso r
i es

27. is:
sis:
nalys
naly
uc t A
uc t A es
es
Prod
Prod ssori
ssori
Acce
Acce

28. is:
f it s
na ly s Features Benefits
Be ne Organic fabric
with organic dye
Skin – friendly,
Non – irritable
Eco - friendly Bio – degradable
uc t A
Primarily made
All season wear
re s &
with cotton
Light material Comfortable
Pro d
Looks
Clean crisp fabric
sophisticated
Fea tu

29. The
The T
Cons
Cons
Segmentation Target Audience
Male / Female
Targe
All age groups
um e
umer
arget
Upper Middle Class
& Upper Class
Demographical
 Lives in big cities &
towns
r Ana
t Aud
 Capacity to buy
Analy
Audi
pricey products
 Interested in fashion
 Wants to look good
lysis:
ience
ence
daily
sis:
 Seeking new trends
Psychological
 Loyal to Indian
products
 Sentimental comfort
zone

30.  Telev
ision
 Radio
 P r in t A
M ed i aly sis:
it s
ds
 Direc
t Ma
a Ha b  Hoard rketing
ings
 Malls
r An
 Fashio
n Ho
 Digita uses
um e
l Ma
 Viral M rketing
 Word arketing
Con s
– of –
 Road mou
th
– sho
ws

31. Strat
egy

32. : t
tra tegy targe to a
a ge S n g the them d
 Mess pe amo cing mth an
n g hy introdu fort, war
Invoki e and m
en c el of co
audi new lev
Strat
Strate
d
bran
joy. e
o ssibl
g y: m all p
trate s fro
egizi
S se
edia r sen
gizin
i
 M
n g the
rridi rces.
Ove u
ia so
med
ng:
t
eren
g:
ff
o rm: ery di for all
Platf in a v sons,
 Copy K hadi f sea trend
s.
du cing kinds o kinds of
Intro for all , for a
ll
a vatar f people
o
k inds

33. (Inte IM C
grat
C om Ma rk e d
m un i et ing
ca tio
ns)

34. Prom
Prom
n
ele visio zines
,
 T
s, Mag
a
Ra d io aper
otion
otion
 N ewsp
Ads:
 Print ings
d
Hoar ketin
g
ar
ct M
al Ac
al Ac
Pre –
Pre –
 Dire n
ti vatio
Ma ll Ac s
 H ouse
Fas hion g
 ketin
tiviti
tivitie
ar
Even
Even
al M
 Digit g
arketin
Vir al M th
 mou
es
– of –
Word
s
t
t
 – show
s
oad
 R
ra ndin
g
– Ac
t
 Bus B l Mon
o
S igna
T raffic

35.  In Lin
e
Show With PR
s Activ

n
Co-b ities:
Road
pa ig
rand
Fash i
ion W ng Activ
 1 Tel
evisi
eek ity: L
akm
e
 on A
Ca m
1 Rad dver
io Ad tisem
 3 Pr i
nt Ad
verti
seme
ent
nt / J
 3 Ad
verti
verti
seme ingle
nts
 3 Ou
tdoo
seme
nt C a
mpa
 Web
site /
r Ad
verti
seme
igns
Inter nts
net P
romo
tions

36. Crea
tive

37. Description Video Audio
Scene 1: A very neat
Frame 1: Panning Light
girl’s bedroom.
Frame 2: Stops on music
The girl sitting on
face & zooms out playing
the bed.
Scene 2: Suddenly the
Tempo
girl gets up & starts Frame 1: Follow shot
rises as
looking for something. Frame 2: Over the
she keeps
Com
Com
In the process, starts shoulder shot
looking
throwing things around.
Telev ial
Telev ial
Scene 3: She runs over Frame 1: Follow shot Tempo
to the cupboard & starts Frame 2: Close up of keeps
pulling out things. mess rising
merc
merc
Scene 4: The girl picks
Frame 1: Follows Tempo
ision
ision
up a scarf from the
shot of hand slows
mess.
Frame 2: Close up down
Then she smells it.
Scene 5: She smiles Frame 1: Zooms in Creepy
peacefully . Frame 2: Zooms out music
Scene 6: Introduction Frame 1: Shows the Playful
of the brand. logo / name music

38.  Quest
mate tions rela
o
r te
Muk ial & Sab d to Kha
t
Ra di
m en
h y di
air. erjee wil asachi
l be

T he
co n t
aske
d on
est w
rtis e
betw ill be
een
11:00 the 7 a
am & :00am ired
T he
winn
5:00p
m to
to
Adve
be re e rs o 9:00p
ward f the m.
pass c
es fo ed with c ontest w
Wee r the oupl ill
k. Lakm e
e Fas
h io n

39. Adve
Adve
r t is e
rtisem
ment
Print
Print
ent 1
Get High On Fashion
With
Khadi Couture Dresses
1
For more details, visit:
www.sworgonic.com

40. P rint
2
m en t
rtise
Adve
Get High On Fashion
With
Khadi Couture Dresses
For more details, visit:
www.sworgonic.com

41. Adve
Adve
r t is e
rtisem
ment
Print
Print
ent 3
Get High On Fashion
With
Kama Sutra Couture Bras
3
For more details, visit:
www.sworgonic.com

42. Adve
Adve
FASHION SO
ADDICTIVE
THAT YOU NEVER
r t is e
rtisem
WANNA TAKE
THEM OFF!
Ou td 1
Ou td
ment
ent 1
oor
oor
Visit
www.sworgonic.com
for more information.

43. Adve O ut d
rtise oor
m en t
2

44. We b
si te

45. Exec
ution

46. Time Details
The Journalists / Press are invited to the
The
The P
1430
venue & served refreshments.
1500 The press release meeting begins.
The CEO of the company talks about the
Press
1505 Brand, Product, USPs and the Future of
ress R
Even
Even
the Company.
The Brand Ambassador / Show Stopper
1530 – Priyanka Chopra launches the product
in front of the Journalists / Press.
Relea
t Flow
t Flow
Q&A Session between the Press and
eleas
1540 Company for half an hour till 1610
hours.
Tea and snacks are served while the
1615 press gets a chance to check out the
se
::
collection personally.
e
1700 The Press Release comes to an end.

47. Time Details
The MC introduces the basics of Khadi,
1900
Theme Khadi, Company – Sworgonic.
w:
ch
A basic khadi themed round starts.
1915
t F lo Everything is simple.
La un 1925
The MC introduces the CEO, the CEO
speaks bout his company, USP, Khadi,
Trend setting, etc.
E ven
The Fashion show starts displaying all
1945 the different ranges that Sworgonic
The
carries.
Co-branding is introduced.
2010 Sabyasachi's Collection of Khadi wear is
introduced.
Brand Ambassador / Show Stopper –
2025 Priyanka Chopra wears a khadi saree –
designed by Sworgonic & Sabyasachi.
The show ends and F&B are served.
2030 Personal interviews with Celebrities &
Company people.

48. Conc
lusio
n

49. un ch e s
utl e t la tivitie
s
 O
otion
al ac
Conc
Conc
 Prom v ents
rate e
or p o
 C
o rship
pons ffers
 S
ts &
O
ludin
ludin
n
Di scou
 laun
ches
 New
g
g

50. !
Done
Yo u!
by:

Amr
ita B
er i
k
T ha n