Project Report and Comprehensive Viva
(Subject Code: 352)
Semester VI
on
Digital Marketing
for
Partial fulfillment of the requirement of
Bachelors of Arts in Journalism and
Mass Communication
(Batch: 2016-2019)
Submitted by: Submitted to:
Isha Sabharwal Ms. Neha Pande
Enrollment No. Faculty In-charge
03729802416
Vivekananda School of Journalism and Mass Communication
Vivekananda Institute of Professional Studies
Accredited Grade “A” by NAAC, Recognized under Section 2(f) of UGC,
Affiliated to Guru Gobind Singh Indraprastha University,
Recognized by Bar Council of India Approved BY AICTE, ISO 9001:2015
AU Block, Outer Ring Road, Pitampura, Delhi - 110034
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Certificate
I, Isha Sabharwal, Enrollment No. 03729802416 student of Semester VI, batch
submit that the Project Report on Digital Media Marketing for BA(JMC) Paper code
– 352 is completed by me and it is an authentic work carried out by me.
Date Signature of the Student
Certificate of Completion
Certified that the ‘Project Report’ on Digital Media Marketing submitted by Ms.
Isha Sabharwal, Enrollment No. 03729802416 for Subject Code: 352 in partial
fulfillment of ‘Bachelors of Arts in Journalism and Mass Communication’ has been
completed under my supervision.
Date: Ms. Neha Pande
Faculty In-charge
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Acknowledgement
I would like to express our special thanks of gratitude to Ms. Neha Pande, faculty-
in-charge, without whose guidance I would have not completed the project in the
given time period. I came to know about so many new things during the project, and
am really thankful to her.
I would also like to thank Vivekananda Institute of Professional Studies which gave
me the opportunity to work for it and learn something new every day. I would like
to thank our Dean, Prof. Dr. Charulata Singh. This report acknowledges the
theoretical knowledge turned into practical field which helped in bringing out the
best in me.
Nevertheless, I express my gratitude towards my family and colleagues for their kind
cooperation and encouragement which helped me in the completion of this report.
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Senorita Design Centre
Digital media strategy
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Contents
1. About the Company 5
1.1. Company Background
1.2. Purpose of Marketing Plan
1.3. Vision
1.4. Mission
1.5. Visual Identity
2. Situation Analysis 7
2.1. Services
2.2. Unique Selling Proposition
2.3. Target Market
2.4. Distribution Network
2.5. Competitors
2.6. Financial Analysis
3. Market Strategy and Objectives 13
3.1. Marketing Strategy
3.1.1 Market Penetration
3.1.2. Market Development
3.2. Marketing Objectives
4. Tactical Marketing Program 12
4.1. Search Engine Marketing
4.2. Lead Generation
4.3. Social Media Strategies
4.4 Insights and Creatives
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1. About the Company
A boutique located in Punjabi Bagh dealing in all kinds of apparel for women since 2004.
Currently designing for 60-70 regular clients. They integrate designs, fabrics and motifs into
the everyday clothes.
The owner is looking to expand their business online with the expansion of their product line
and width and require a digital media presence for the same.
Website: https://senoritadesigncentre.in
Instagram: @senoritadesigncentre
E-mail: senoritadesigncentre@gmail.com
1.1. Need for Senorita Design Centre
Which female doesn’t go to their nearby boutique to get made on order clothes with a good
fit, for their everyday alterations and to recreate their favourite celebrity outfits at a price
much less than their original price? Senorita provides all this plus the added variety of
designer clothes to make you look chic, all day, every day.
The online store enables the customer to get these products and services at their doorstep
with just a few clicks.
1.2.Vision
To dress pet dogs the way their owners want them to suit the style of the duo blend and sync.
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1.3.Mission
We enhance the human-animal bond with thoughtfully-designed clothes that frees us to explore
life's great moments together. Our mission is to make it easier, more convenient, safer, and more
fun to spend time with your pet - always with an eye for style.\
1.6. Visual Identity
LOGO: A stylized sketch of a woman symbolizes the new age, ever changing fashion
COLOR: Black color symbolizes elegance, richness and everlasting class and confidence
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2. Situation Analysis
- Current products and services:
Senorita deals in all kinds and stylizations of clothing like Indian and western. They offer
fashion consultancy and designs. They also have monthly exhibitions selling their own
products integrated with culture from different parts of India with fabrics from Jaipur,
motifs from Kuchh, bags from Pushkar etc.
- Unique Selling Proposition:
Culturally integrated designs from all over India in one place at affordable prices for our
target market segment
- Current target market:
Upper middle class women i.e. aged 30-70 from all around
Women who prefer to shop offline, suits a 34 year old working mother with preference in
only solid colours as much as it suits a 67 year old homemaker preferring combinations.
A woman who likes to have a say in every inch of her clothing.
2.4. Current Distribution Network
Website: https://senoritadesigncentre.in
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Warehouse: West Delhi
We supply our products throughout NCR
Delivery tie-ups: Currently no delivery tie-ups, products are delivered through post
2.5. Current Competitors
1. Style flip
2. Style hive
3. Pehnawa
Swot Analysis of STYLE FLIP:
Strengths:
Association with NGOs
Online store with door to door delivery
Huge loyal clientale
Weaknesses:
Delayed delivery
Only online payment available
Complaints of theft due to online payment
Opportunities:
Other categories of clothes than sarees
Brick and mortal stores
Threats:
Already established online brand since 20 years
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Swot Analysis of STYLE HIVE:
Strengths:
Huge loyal clientale
2 day delivery
Weaknesses:
Readymade sizes
Less payment options
Opportunities:
Shoes and bags also available
Threats:
Both buying and selling available
Swot Analysis of Pehnawa:
Strengths:
Delivery all over the world
Weaknesses:
No original designs
Opportunities:
Lacks western clothing
Threats:
Extremely low prices i.e. 50% less than original
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2.6. Current Financial Analysis
The online store is starting with an investment of 60000:
Expenses:
Furniture and Fixtures
Item Unit Cost Total Cost
(rupees) (rupees)
Sewing Machine 2 15500 31000
(Juki HZL-29Z
Electric)
Pattern Table 2 5000 1000
Interlining 1 5000 5000
machine
Pressing table 2 1500 3000
Steaming press 1 1450 1450
machine
Iron press(U-dee 1 3400 3400
gravity)
Printer Hp 1 7000 7000
Initial Inventory
Threads 200 18 3600
Needles 100 10 200
Scissors 10 100 1000
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Scales 10 80 800
Paper 100 5 500
Packaging 1000 78 7800
material
Other Expenses
Logo trademark 2000
fees
Operational expenses:
ATTRIBUTE AMOUNT
Salaries 30000
Pattern Masters 3000
Stitching persons 15000
Procurement persons 10000
Inventory handling person 10000
Packaging 2000
Cleaning help 10000
Delivery men 10000
Photographer 1500
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Marketing Expense 4000
Instagram promotions 3500
Graphic designing
Market survey (google forms) N/A
GRAND TOTAL (Operational
Expenses)
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3. Marketing Strategies and Objectives
Marketing mix:
PRODUCT:
We deal in tailor made clothing designed under experts for your dog’s comfort and style.
Flagship designs as well as customizable designs are available in all sizes. Fabrics that suit
your dog’s body temperature, activity and habitat.
PRICE:
Available at an affordable price range starting from Rs. 650-700 for flagship designs in
cotton fabric. The price range increases with the quality of the fabric that suits the dog.
Competitor prices range from Rs.750-900.
PLACE:
Since we are a start-up in dog apparel market, our products are in the introduction stage of
the product life cycle. The product will be available on digital platforms i.e. our website.
PROMOTION:
We’ll be using Facebook and Instagram as promotional tools. Our strategies are presented
in the following slides.
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3.1. Marketing Strategy
3.1.1. Market Penetration
In order to create awareness about the brand amongst the target market, the company will
hold a number of tactical strategies for initial 6 months.
1.1.2. Market Development
Geographical Expansion:
After reaching the break-even the company plans to step outside the digital presence and
invest in its brick and mortal stores in South Delhi
Strengthening the distribution network:
After having started to earn 5% return on the investment, the company intends to strengthen
its distribution system by putting up more warehouses, tying up with delivery servicesand
introducing gift wrapping options to have a competitive advantage.
Product Development
The company would be adding to the range of its existing product by introducing monsoon
wear which would include raincoats and water resistant customized clothing.
More products like Make-up, Dog shoes, Accessories and Bows would be introduced on
later stages.
3.2. Marketing Objectives
The objective of our marketing plan are as follows:
To create awareness about the brand
Branding on and through social media..
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4. Tactical Marketing Program
4.1 Search Engine Marketing
Search engine marketing is essentially an important part of a digital marketing campaign. Our goal
is to have about 10% organic traffic from search engines, the company is making the move to make
their website optimized for Search engines.
The company will not only focus on their Google ranking but also Yahoo!, Bing, MSN among
others.
The tools that the company is using for the same are: Google Keywords, Google Analytics,
Taboola.com and Google Webmaster.
Keywords used: Dog, clothing, fashion, pet, wear, collar, styling
4.2. Lead Generation
Instagram
“Learn more” call to action button after ‘did you know?’ Post which would redirect the
audiences to the blog page.
Website link would be provided with every Instagram post. After the Instagram page
crosses 10k followers, swipe up CTA would be included in the instant stories which
would redirect the audiences to the website, in turn increasing the hits on the website.
First 100 followers on Instagram page would get 20% off on their first purchase.
Whatsapp
Promotions will include promotional code for purchase on website and referral codes.
4.2.1. Social Media Marketing
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Why Instagram:
With more than 23.2 million users in India, Instagram is one of the most popular social
networking sites.
It’ll act as a tool to generate leads to the website as the target audience is already equipped
with Instagram shopping.
Instagram, a platform focused on visuals goes hand in hand with connection with
customers. It is the perfect place to be creative when marketing your brand.
Worldwide, 90% of Instagram users are below the age of 35 out of which, 65% are females
Why Whatsapp:
82% of Indian internet users use whatsapp
More than 50 million active monthly users in India.
To approach the customer with a personal touch
To create a semi-professional space where they can comfortably ask their doubts
Why email?
For direct marketing
Formal communication
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4.3. Social Media
Instagram
Campaign: #SENORITAAUNTY
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1.1
On Instagram, this campaign will focus on the apprehensions and expectations the brand’s current
target market i.e. Girls aged 18-35 has while approaching a brand like Senorita
Using the Instagram grid, a series of three pictures will comprise one post i.e. the left one being
the question, the rightmost one being the answer to that question and the centre one being a picture
from one of the brand’s fashion show, product pictures etc.
For eg:
1. Img 1: Looking to recreate your favourite celebrity’s outfit?
Img 2: (Recreated celebrity outfit image by Senorita)
Img 3: Problem solved at less than 20% of the original price!
2. Img 1: Want to try ramp fashion but not at that price?
Img 2: (Image of Senorita’s fashion show)
Img 3: Why not?
As an addition to this, daily outfit polls with the hashtag will be run to increase engagement through
Instagram stories and weekly blog post link from the website will be shared.
On whatsapp, Understanding the target market’s view of the brand and building upon it to
approach the customer with a personal touch,
Under #SENORITAAUNTY, one or two liner tips in an image with the company’s logo and
template based around FAQs like how to buy fabric? Which colours suit who? Where to buy fabric
from? What not to buy? What suits what age? How much should one buy?
Along with the campaign, to increase the database, present customers will be sent a referral code
which when used by their referred person will get the person a 20% discount on their first purchase
and them a 10% discount on their next purchase.
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1.2 On both Instagram and Whatsapp
Is there a designer in you? Then it’s time to channelize your inner fashionista and stand a chance
to win a free kurti.
What to do?
Just sketch your design on your insta/whatsapp story and tag us! The best design wins a free kurti
and accessories from Senorita!
4.4 INSIGHTS
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4.5 CREATIVES FOR SOCIAL MEDIA
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4.6 WEBSITE SCREENSHOTS
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MOBILE VIEW OF WEBSITE
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