STARTUP REPORT

Essentials of Marketing Management

GROUP 18:
020- VITRAG D
049- YASH B
056- RISHI B
074- TEJASWINI B
106- KAMLESH N
116- MRIGAANK S
124- PRAVIN S
127- UPENDRA

GUIDED BY - DR. AASHA SHARMA

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 GAP ANALYSIS
A method used by companies to discover what gaps or problems exist in society that need to
be filled, and how to fill them so that monetary possibilities may be generated. As a result,
firms must take efforts to transition from their present condition to their intended future state.

Items Current State Desired Future State GAPS Remedies

Item 1 - There are lot of 1. Use already Upcycling To have few
Upcycling apps these days purchased clothes and a fashion ideas
Area: Service with various which are not used platform and remodel
Sector: Fashion offers and more often or with this available
and clothing trends available wasted and kind of an clothes and
industry which are transform them into idea where even leave it to
Target group: encouraging any desired item. people can customers
everyone customers to For ex: denim jeans get to wear creativity if they
between 15 purchase to a denim jacket, trendy want to remodel
years and above clothes stole, scarf, bags. A clothes at there clothes
who shops regularly. A saree into a top or a lesser price and perform
part of which crop top, anything compared upcycling
are eventually desired end product to much
not used at all by the customer bigger
or end up in depending on their branded
landfills which creative clothes, as
cause carbon expectation. This well as lack
emissions and way it would serve of
takes years to to have most trendy awareness
decompose. clothes as well as among
use the clothes for people how
anything else like much our
even a cleaning clothes just
cloth etc at the end go in wain
of the day try a bit and create
to avoid getting new carbon
textiles into usage emissions.
and increase carbon
emissions.
Item 2 – 1.Current home 1. Customized Working on Understanding
Home automation features as per the the overall the distribution
Automation system only need of the price to network and see
System targets upper customer. bring it how we can
Sector: Service middle-class 2. Other customer down to the minimize
Target: Lower families. segments can also affordable transportation
Middle-Class 2.The existing be targeted for range. and other
Families systems are example middle miscellaneous
there with class household costs
limitations and 3. Can be expanded
not efficient. into other industries.
Item 3- 1. Gas cylinder 1. Automatically A system An automatic
Automated users are send a message to that helps to cylinder
unified system required to book the local distributor book a booking and
for refill a cylinder on when the weight of cylinder leakage control
booking and time to avoid the cylinder goes without system
leakage not having a below a predefined having to
detection filled cylinder value manually
Area: Product when needed 2. Exhaust fan and keep track
Sector: Home 2. Leakage of siren gets turned on of the usage
automation gas from the in case of leakage
Target group: cylinders may
Gas Cylinder lead to serious
users hazards
Item 4 – The product To get the final The safest AAISA bridges
AAISA provides a sellable product vehicle for the gap between
Area: Product safety solution ready. Test the learners, existing
Sector: for scooters. product for safety. seniors is products and the
Automobile The product is Launch the product not safest two
Safety in development and test the product available to vehicle
Equipment phase and in market. Approach facilitate possible.
Target: prototype has the B2B market for them with
Learners, Senior been developed. licensing. proper
citizens, Lady Market research protection.
riders is on the way.
Item 5- outdoor The main moto 1.This app will 1.Collection 1. Ground
advertising behind creating provide a medium of data for survey and
platform app… this app is to or platform for the services locating the spot
Area: Service create a virtual advertising agencies provided. with highest
Sector: connection and marketing 2. Targeting probability
marketing. between the companies and help the major 2. Coming up
Target group: advertising them to negotiate cities. with new
small & big agencies and the best deals out of interesting
business entity. marketing it. concepts and
companies. 2.This app for design.
outdoor advertising
can be implemented
through various
mediums.
3.Medium for
sectors like govt
bodies, e-
commerce, real
estate, media and
entertainment sector
etc.
4.Will provide the
resourceful
information related
to outdoor
advertising.
HOW DID YOU DECIDE ON ONE AN IDEA FROM
ALL THE ABOVE GIVEN IDEA?
• Stats

1. ESTIMATED INCREASE OF APPAREL INDUSTRY BUSINESS FROM 235

BILLION IN 2018 TO 625 BILLION IN 2023.
2. 18 PERCENT OF TOTAL PURCHASE WITH A WANT OF NEW TRENDY
CLOTHES.
3. WOMEN USE ONLY 20-30 PERCENT OF THEIR WARDROBE.
4. 70 PERCENT OF WHAT WE PURCHASE GOES INTO LANDFILLS WHICH
IS CLOSE TO 10MILLION TONES
5. THAT HUGE WASTE TAKES 200 PLUS YEARS TO DECOMPOSE
6. WHICH RESULTS IN 8 TO 10 PERCENT OF CARBON EMISSIONS

• Among the ideas which we had come up with this was the most feasible idea to
implement
• Initial investment required to implement this idea would not be high
• The trend is observed that service-based start-ups do well
• Marketing platforms were easily available
• Considering all the above points, all of us were in consensus with this single idea
 TREND ANALYSIS

LIST DOWN TRENDS WITHIN SPECIFIC EXTERNAL FORCES

External forces Trend identified by an environmental scan
(a)There are so many applications with trendy clothes and offers
to urge customers to purchase clothes frequently which is being
SOCIAL done.
(b)18 percent of total purchase with a want of new trendy
clothes.
(c)Women use only 20-30 percent of their wardrobe.
ECONOMIC Estimated increase of apparel industry business from 235 billion
in 2018 to 625 billion in 2023.
The fashion industry has always been influenced by
technological innovations, the online world and innovations in
TECHNOLOGICAL communication technologies have facilitated and accelerated the
flow of information. Customers' decisions and purchases of
fashion have become easier and more convenient due to
innovations such as matrix coding, co-creation of products.
(a)70 percent of what we purchase goes into landfills which are
ENVIRONMENTAL close to 10 million tonnes
(b)That huge waste takes 200 plus years to decompose.
(c)8 to 10 percent of carbon emissions.
(a)Online platforms.
(b)Various brands like vogue, H&M are coming up with similar
COMPETITIVE initiatives.
(c)Various Instagram influencers and their pages where they
offer such services as upcycling and remodelling.
Since a large proportion of textiles used in the clothing industry
come from China and India, which are powered mostly by coal-
fuelled power plants, there would be high emissions of
REGULATORY greenhouse gases, increasing the ecological impact further. India
under Narendra Modi is pushing for cleaner paths to reduce the
emissions intensity of its GDP by 33-35% by 2030 from 2005
level.

BENEFIC OR MALEFIC ANALYSIS?

(a)The company is supposed to work just
like an NGO to create a face value of the
company and have an impact on the market.
SOCIAL (b)Helps people to be able to afford trendy
clothes with the used, old clothes, thus
giving them a sense of social contribution.
(a)People will be able to afford trendy
materials of their choice for a lesser price
 without having to depend on any expensive
ECONOMIC brands.
(b)Employment opportunities for skilled
people who cannot get into the organized
sector.
(c)Introduction of this idea might disrupt the
local clothing market.
(a)There would be no requirement for
complex technology.
(b)There would be no need for huge
machinery.
TECHNOLOGICAL (c)There might not be highly skilled
designers and might lack advanced
machinery at times for few customizations.

(a)It helps in reducing landfills as used

clothes are being upcycled.
(b)It helps in minimizing carbon emissions.
ENVIRONMENTAL (c)It avoids the introduction of new textiles
and fabrics that add to the environmental
degradation.

(a)The product will be easily accessible and

customizable.
(b)We will provide with a catalogue
consisting of an existing set of designs.
COMPETITIVE (c)Competing against big brands and
their flashy outlets would be challenging.
(d)Brand loyalty will be a factor to be
considered.
(e)Customization of products might increase
the turnaround time at the start.
(a)IP and GI tagged, laws prevent
reproduction of any item by copy-pasting,
citing "Ritika Pvt. Ltd. V. Biba apparels Pvt.
REGULATORY Ltd."
(b)Labor laws and safety laws "Rana Plaza
incident"
(c)Mandatory CSR to promote NGO work.
 STPD ANALYSIS
STPD ANALYSIS:
STPD stands for segmentation, targeting, positioning, & product differentiation. Main idea
behind doing the STPD is to attract the right customer who will be interested in our product.
STPD marketing is an extremely effective tactic. However, identifying segmentation and
targeting possibilities, as well as determining the best positioning angle, are extremely
difficult tasks that necessitate the collection of vast amounts of data and insights, as well
as a thorough understanding of how markets and business models operate.

Demographic

Behavioural
Segmentation
Geographic
Targeting
STP Psychographic
Positioning

Product
Differentiation

1.1 SEGMENTATION: If we really want to sell any product or any services or any
device to any set of customers, we need to first set a specific set of customers and then
we target and try to position our product. So, for our start-up idea we have segmented
our set of customers as follow:

1.1.1 DEMOGRAPHIC SEGMENTATION:

DEMOGRAPHICAL SEGMENT
CHARACTERISTICS
Age Millennial and Gen Z (15-45)
Gender Female
Income We are targeting low-income people also with
medium and high-level people. We are trying to
provide affordable fashionable products to
everyone.
 1.1.2 BEHAVIORAL SEGMENTATION:
The nature of the purchase, brand loyalty, usage level, benefits sought,
distribution channels used, and response to marketing considerations are all
factors to consider in behaviour Segmentation.
So, for our start-up idea we have segmented our set of customers keeping in
mind the behaviour of our targeted customer. As we are trying to provide
affordable fashionable products to persons who are very price loyal and not
the brand loyal.

1.1.3 PSYCHOGRAPHIC SEGMENTATION:

Attitudes, lifestyle, interests, risk aversion, personality, and leadership attributes
are all examples of 'personality and emotions' supported behavior linked to
purchase decisions in case of psychographic segment. The demographics
explain 'who' your buyer is and psychographics inform you 'why' your customer
buys.
For our product, our psychographic segment is someone who is interested in
fashion, who is tech savvy, and who is highly influenced by latest fashion by
their influencers.

1.1.4 GEOGRAPHIC SEGMENTATION:

Bangalore.

1.2 TARGETING: Targeting is basically reaching defined segment of our customer,

then trying to target them.
As per our segmentation we will try to perform undifferentiated targeting but will
focus more on customized targeting.

1.3 POSITIONING & PRODUCT DIFFERENTIATIONS: So, after targeting the

right segment of customer, we will try to position our product in the market by using
various marketing strategies.
For our product we will try to influence people with the help of social media
influencers and by providing a unique feature in our product that will give a
competitive edge to competitors by making a point of difference.
 PERSONA BUILDING
In user-centered design and marketing, a persona (also user persona, customer persona, buyer
persona) is a fictitious figure developed to represent a user type who may use a site, brand, or
product in a similar way. Personas may be used in conjunction with market segmentation,
where qualitative personas are created to represent certain categories.
VALUE PROPOSITION
COMPETITIVE ANALYSIS
Name of the ZARA H&M BIBA MEHERA
Company SHAW
Revenue 1126 Crore 1582 Crore Around 600 37 crores
crore
Target Men and women, H&M targets Women in Women
Customers 18-40 years of woman in the lower upper middle averaging 25-
age with mid- middle class and Class looking 30 years old
range incomes. working class. The for Ethnic who have an
Customer is target market is for Indian wear artistic view.
fashion forward younger people
or trend
conscious. They
want up to date
fashionable
clothing at an
affordable price
Products Zara’s apparel The major bulk of A wide range Scarves,
split between H&M’s offering is of ensembles Loungewear,
departments is women swear and in the Salwar Robe
more evenly this focus is Kameez and Collection,
balanced – Zara communicated in Dupatta space Nightwear,
is a brand which their that ranges Home wear
does clothing, advertising. H&M from casuals, Collection
and accessories. have an extensive work wear,
In clothing it has range of sportswear semiformal
categories for Known for its wear to
kids, preteens, fashion-forward occasion
teens, men and clothing and wear. A wide
women. It has accessories for range of
both casual and men, women, teens kurtas, tunics,
formal wear. and kids. Its vast dresses and
They don’t have product pool tops with
categories for includes tops, suitable
infants and jackets, leggings,
toddlers in India. underwear’s, jeans, salwar,
shoes, swimwear, churidars,
lingerie and many knitted tights,
more. and dupattas.
Pricing Offers high Cheaper compared Varied pricing The price for
quality products to other companies. strategy. making
that are charged Customers are Targets both patterns and
accordingly. The drawn because to mass and high fit samples
company has big H& M due to price end markets. from USD
line of products affordability and Offers timely 55-85. The
with varying quality discounts in initial cost is
prices. ecommerce a package
 Reasonable websites. price for the
Prices Targets base pattern
Bollywood and 1 fit
Industry with sample.
highly priced Changes,
products and revisions,
has reasonable additional fit
pricing samples are
structures for charged
the mass separately.
market
Strengths High Brand Effective Selling Emerged as Abundant
Value Strategies Successful Raw Material
Strong Global brand for availability
Excellent Supply Presence Ethnic Indian that helps
Chain Competitive Pricing Wear industry to
Brand Value Pioneer of control costs
Well Trained Community Bollywood and reduces
Design Team Centered Approach Merchandising the lead time
Strong Product across
Engaging Online Mix operation
Experience Effective
Youth Availability
Marketing of Low Cost
with various and Skilled
Social Media Manpower
Campaigns provides
competitive
advantage to
industry

Availability
of large
varieties of
cotton fiber
and has a fast
growing
synthetic
fiber industry.
Weakness No Advertising Overdependence on Lack of Self Lower
No Safety Buffer Outsourcing Procuring Productivity
Unable to Uninspired Fashion Facilities in in various
balance Controversial Long Run segments
sustainability Products Limited Infrastructural
with fast fashion Global Reach Bottlenecks
and their
efficiency
 MARKETING MIX STRATERGY
It is comprised of the following approaches to pricing, distribution, promotion and service.
On the other hand, we know marketing mix is a combination of four elements. i.e.
1. Product
2. Incentive
3. Distribution
4. Communication
1) Product mix: - Product mix a like a product assortment which refers to the
number of the products that a company offers to its customers which includes the
selling of multiple lines of products.
2) Incentive mix: - It may be salary and incentive relative to Target Total
compensation or commission and bonus relative to target incentive compensation.
3) Distribution mix: - it is an important part of marketing mix ensuring that the right
product gets to the right place at right time. it includes following components like
inventory, packaging and transport.
4) Communication mix: - This involves all the tools we used to communicate with
our potential customers. This could be through advertising, social media, direct
marketing, events, exhibitions.

Product mix
Distribution Mix
1) Product line range
1) Physical distribution
2) Style intention.
2) Handling
3) Package proposal
3) Transportation
4) Brand name
5) Price structure
6) Service function

Marketing Mix

Incentive mix Communication Mix

1) Money off (cash discounts) 1) Advertising

2) Competition 2) Sales categories

3) Sales promotion 3) Public relations

4) chat Bot
Place :- Bangalore.
Price :- As we are targeting metro cities like Bangalore people there are willing to spend
more on trendy clothes which are way more expensive.Our company will provide them the
same kind of trendy clothes with respect to customers POV at a reasonable price.

Raw material

Remodelling

Delivery

Price model
1) Raw materials: - The price of raw material is will be almost nothing as we are
remodelling the products asked by the customers.
2) Remodelling: - The Cost for the remodelling will totally be depending upon the
level of modifications or customization.
3) Delivery: - Rs.100/delivery we are approximately estimating that this would be
the delivery cost within Bangalore.
 SERVICE BLUEPRINT / REVENUE MODEL

1.Growth stage Focus – Quality and Customer Experience

Demand – Seasonal

Supply chain model – Make to Order

SOURCE PROCESS SPECIFICATIONS CUSTOMER

Client 1
Client 1

Home office + maintenance of

Instagram page for orders +
Client 2 partnered boutiques +
inventory(charity goods)
Client 3

Charity donations
( ddonations
Advantages – transportation charges – 0, returnability of product charges -0 (end), Various designs
to choose from

Costs
 2.Matured stage Focus – Price and Delivery

Demand – Constant

Supply chain model – Make to order

SOURCE PROCESS SPECIFICATIONS CUSTOMER

Client 1 Designer boutique Client 1

(specialized + inv)

Client 3
Recycle camps
Designer boutique
near malls (specialized +inv)
Client 4
Charity
donations Designer boutique
(specialized + inv)
Client 5
Client 2
Sales & 3rd party Sales &
Ops transportation Ops team
team(i) c

Sales & Ops team handles website, product catalogue, co-ordination with transportation.

Costs
PROMOTIONAL MIX
FEEDBACK AND COMMENTS
POTENTIAL WORK OF REMODEL