Marketing

Management II
Marketing Plan

Group - A10

DEEPANSHU PGP/1120/06
G SANDEEP PGP/1125/06
IMRAN BASHA PGP/1128/06
MITHUN S PGP/1137/06
NISANTH KM PGP/1143/06
SHOBHNA JHA PGP/1164/06
SURBHI PGP/1168/06
How to reduce
13 million tons How often do
you get confused
of clothing
about the size of
from getting clothing while
trashed every gifting? Research Problem
year?

Tirupur Industry
Strechable
How often do
you return or
Knitting
exchange Spandex & Modal
products due to
size issues?
Product Our Logo

Name: Fit4U

Tagline: "One size fits all"

Type: Apparel

USP: No need for S, M, L or XL

sizes.
 SWOT Analysis
Strengths Opportunities
Innovative, Expansions into semi-
First movers advantage, urban areas, Product
Highly Demanded expansion

Weaknesses Threats

Volatile Fashion Trends

Lack of brand awareness
STP
Segmentation Targeting Positioning
Demographic - Age ( 3-10
years, 11- 17 years, 18-25 years, Kids Premium brand and high
26 and above), Gender Teenagers quality innovative product
Differentiated & Unisex, Income Youth (18-24 yrs) Available online and Lifestyle
Group: Upper middle class and stores across 40 cities
Bodybuilders
upper class
Pregnant women
Behavioral - Sustainable
fashion, Technology-based, High income groups and
Utility-based (Pregnant women, urban population
Body Builders, Kids)
Psychographic - Environment
aware, Body positiveness
Geographic - Urban and
suburban cities in India
Porter's 5 Forces

Bargaining Power of Bargaining Power Threat of New Threat of Substitute Rivalry among
Suppliers of Buyers Entrants Products Existing Competitors
Low Medium Very Low Low High

Backward Easy to switch to Patent Unique and Established Brands

Integration established R&D innovative design Large number of
brands competitors
Place
Locations Inventory Transportation
Myntra and Lifestyle Tirupur, Tamil Nadu IndoArya

75 Stores in Tier 1 Distribution Hub Reliable and

and Tier 2 Cities Online Orders. Consistent
through Lifestyle. Freight Economy
Mobile App and Minimum Product
Myntra Damage
 Multi Channel
Approach
Channel A Channel B Channel C

Place Manufacturer
Third Party
Manufacturer
Ecommerce
Reverse
Logistics
Retailers Customers
Customers
 Objective Marketing
Communications
Creating Brand
Awareness Premium
Increasing Sales Innovative

Promotional
Strategy
Advertising
channel

Online
Offline
Marketing
Strategy

Pregnant Women Kids/Millennials CSR Activity

Collaborating with the Using Hulk for attracting kids Donating 50,000 T-
influencers who have and Millennials Shirts to Cancer
become mothers or are online and offline patients.
currently pregnant. advertisement, MEME
Marketing
#SizeDoesn’tMatter #Fit4U #OneLessThingToWorryAbout
 Pricing
Skimming Pricing

Price - Quality Less Price Aggresive Marketing

Inferences Sensitivity Strategy
Consider price Few or no Brand Awareness
proportional to Quality. substitutes Promotional Campaigns
Not so high. Monopoly
Not so low.
Not comparable
Primary Research

Calculation of Expected Demand

Calculation of Expected Profit
 Refrences
Market/Industry Research

Inviya - Spandex
https://www.inviya.com/products/
Modal
https://www.masterclass.com/articles/fabric-guide-what-is-modal-fabric#what-is-modal-fabric

Promotion

Advertising Strategy
https://www.thebalancesmb.com/what-is-an-advertising-plan-2295432
Influencer Marketing
https://www.bigcommerce.com/blog/influencer-marketing-statistics/
 Refrences
Pricing

Reach to the Internet

https://www.statista.com/statistics/255146/number-of-internet-users-in-
india/#:~:text=In%202020%2C%20India%20had%20nearly,for%20the%20south%20Asian%20c
ountry
Reach to E-Commerce
https://www.statista.com/statistics/412302/ecommerce-penetration-asia-pacific-countries/
Myntra’s Share in the market
https://retail.economictimes.indiatimes.com/news/e-commerce/e-tailing/-myntra-achieves-
40-market-share-in-the-sportswear-category/62078055
Lifestyle Share in market
https://in.fashionnetwork.com/news/Lifestyle-eyes-rs-7-000-crore-revenue-in-india-by-
2020,1013274.html
THANK YOU!