Choice of Platforms

As per the results obtained from our survey, the choice of platforms for a certain user is
quite varied and most people prefer apps where advertisements are targeted and not just
for the sake of advertising. Most customers want to engage with a brand that they can
relate to and the apps serve as a medium for the brand to reach out to the consumers in the
most effective manner. Awareness among the consumers is created once the advertisement
gets displayed during usage. Advertisements in social media and on apps are serving the
purpose of getting the brand into the consideration set of the user. The platforms to be
chosen so as to create an effect can be chosen as per the framework shown below

Generic Platform Specific Platform

Social Generic platform used for general Social media platform catering to a
Media networking purposes. Ex: Facebook, specific segment/need/category.
Instagram, Twitter, LinkedIn etc.
Ex: Quora, Reddit, Pinterest etc.

Apps Generic apps with a wide user base Apps used for specific purposes under
various categories.
Ex: News apps, Video conferencing
Ex: Tinder, Grindr, Paytm,
apps
Bookmyshow etc.

Generic platforms are used by most people and a user spends close to 2hours on a daily
basis on these platforms. Hence, this serves as an ideal platform for ABFRL to launch
targeted ads for each customer segment. Hashtags also tend to create a traction for brands
and some of them become unique campaigns and generate a lot of clicks.

When looking at apps with a wider user base, news apps can be an ideal platform that
ABFRL should consider for its advertising. Economic Times, Financial Express are used by a
lot of working professionals, and hence the ads of premium formal wear brands - Louis
Philippe and Van Heusen, can be placed here.

Looking at specific platforms in social media, like Quora and Reddit, these generally have
users who are interested in a particular field of study, share the same passion, sharing
anecdotes or catering to a specific need. Some of them are into apparel, fashion, and these
are the segments which ABFRL should look at targeting. Such ads will get multiple clicks
owing to WOM in the respective interest groups.

Apps like Book My Show and Paytm are very function specific. Book My Show targets users
who want to book tickets for movies, plays or any concert and this is one of the most ideal
platforms for ABFRL to have ads as all people will be inclined to wear good clothes, and ads
will serve as a reminder to order clothes. Fast fashion brand of ABFRL – People , looks to be
the ideal one for consumers using these set of apps.

Owing to COVID-19, students are attending classes online, professionals are working from
home. Screen time has increased to such an extent that internet, social media and apps
have become more of a necessity rather than an option. We explored some of the social
media sites and apps that have become a necessity and are in great demand from the
consumer point of view.

Contactless Payment Paytm , UPI apps, Google Pay

Healthcare Mental health platforms
Fitness Cult Fit , Online Gyms
OTT Amazon Prime, Netflix, Hotstar
Ed-tech Byju's, Other online coaching apps
Social Media Facebook Instagram, Twitter ,
YouTube
Groceries -E-retailers Big Basket, Ninjacart

Various new platforms have grown in the online segment in the past few months. Social
Media, Ed-tech platforms, Fitness platforms have a huge number of people in the age group
10-40, and serve as the ideal set of platforms for ABFRL to launch targeted ads. Based on the
level of user engagement in each platform, ads will be personalised to increase the chances
of entering into the consideration set of the user and finally lead to a purchase. A new
online channel for ABFRL will be an added advantage to the already existing trendin.com as
consumers would also prefer to shop more clothes online than offline for at least a few
more months.