DMS: Final Assignment

Uhane Fitness
Group 1
Abhishek Joshi: 001
Abhishek Ghosh: 002
Aditya Tripathi: 003
Akshat Pujara: 004
Ambuj Kashyap: 005
Ankit: 006
PROBLEM DEFINITION
To communicate about the brand and what it stands for
in the best way possible. To be able to touch base with
the target audience and create a niche, loyal and easy to
access market for the product.
Target Audience Insights
Primary: Women in SEC A/B in Tier I and Tier II towns/cities. Women belong to the age group of 35+ who like to work out because they
enjoy it. They are comfortable shopping online. Exercise is part of their daily routine. They love to work out because it empowers their
confident and independent mindset. They feed on the positive vibes generated after their exercise sessions and make a point to make
time for it.

Secondary: Ladies in the age group 25+. They are independent professionals who like to work out to stay healthy. They feel comfortable
enough with the online mode of purchase.

Demographic Factors: Belongs to SEC A & B

Gender- Female
Age- 35+
Behavioral Factors:
● Likes to workout
● Independent, confident, professional
● Is active on social media platforms
● Comfortable and regular consumer of online shopping platforms
● Does not like to be judged based on body shape.
Persona 1
Shanaya: Shanaya is a banker and mom to 2 young girls.
She has been a track and field athlete in her college days
and still runs daily. Although she has to strive hard to make
time for herself, she still takes out 30 minutes for the run
daily. She does not have the time to go to shops and
primarily relies on e-commerce platforms to buy clothes for
herself and her family. She often finds premium brands like
Nike and Adidas a tad too expensive and would therefore
prefer a brand that would be comfortable for her running.
Persona 2
Amrita: Amrita is a single mother. She lives with her son in
Patna, a school teacher. Amrita has been into classical
dancing since her school days, and she has been able to
enroll herself into a dance academy recently along with her
daughter. However, she wears oversized t-shirts because
there are few quality options suitable to her body type. She
wishes that there is a brand that can suit her apparel needs
and that nothing is sticking out inappropriately while she is
dancing.
Persona 3
Srusti: Srusti is 45 and the mother of a young engineer. She
has been a homemaker post her marriage, and she takes
pride in running her household. Recently she has joined
Zumba classes and her friends, and she has started to love
it. However, she remains perplexed that none of the existing
brands have sportswear for women of her body shape or
age. Her clothes are either too tight for her comfort or
become clingy after sweat comes into play. She is also
conscious of the price versus quality parameter and is
looking for a product with the best value for money.
 Websites (content marketing): Blogs, articles, landing web pages across
various platforms available.

Communication Email: This TG is very much into checking their phones from time to time,
which includes a cursory glance through their inbox. Hook, line and sinker.

Platform Social media: The biggest weapon in our arsenal, social media via
facebook, instagram and Youtube

Facebook: Facebook is the largest social media platform in India it can be

used for the shorter format videos with contents from influencers apart
from the videos engagement through post is also a lucrative option.

Instagram: For the target group which is less than 45 years of age
Instagram can be the primary social media platform with many options
such as challenges, reels etc which can help build engagement with the
audience.

Youtube: A large part of the country watches content on youtube everyday

this can be utilized to create content with collaborations with different
lifestyle and health Influencers.

Mobile Phones: Apps full of features that support the operation of the
website 100%. Every action dictated to boosting sales and making the
customer experience flawless.

Display Ads (google and otherwise): Keywords can be leveraged using

google ads which will be used to target and increase the share.
 Paid, Owned and Earned Media

Paid Media

1. Influencer marketing is the most effective. The lifestyle influencers can specify the use of Uhane as a product and thus attract more of
the designated target group. LIFESTYLE INFLUENCERS - These are visible online celebrities who are approved to have a significant
following for a theme of home and lifestyle information consumption.
2. E-mail marketing and targeted ad campaigns can be another way. The Uhane ads can be published on Youtube and Facebook as these
are the most consumed websites by the targeted group. We can reach the consumer directly by contracting the targeted group and
posting these ads.

Owned Media

The websites of Uhane must carry out the essence of the company - a leisurely exercising field, where general health is the main focus. The
blogs and vlogs are dedicated to daily updates on how nominal routines can benefit the audience. The public needs to view it as a niche brand
for a broad market. Social media is a big influencer, and its presence must stand out, other than the ads, the sponsorships, or tie-ups.

Earned Media

Word of Mouth marketing here is essential, so any engaging and fruitful activity with tangible results that can be seen gives us leverage. This is
heightened when it solves a problem that the customer did not even know they had, in this case, the evident stains on the clothes that the
patented look of the brand can hide.
 1. Volume: The number of people talking about the brand and

the number of posts that mention the brand.

Key Metrics 2. Conversion Rate: The number of consumers making the final

purchase to those exposed to the marketing campaign.

3. CPA: It is used to understand the total marketing spending that

acquired a single consumer.

4. Reach: The measure of the potential size of the audience.

This is used to discover how many people participated in the

campaign.

5. Engagement: The number of people participating in the

brand's conversations. This includes content sharing and

commenting on posts.

6. Share of Voice: Measures how the brand compares in

conversions to the competition.

7. Enquiries: This is related to specific product questions on the

website.

8. Actual Sales: The actual short-term ROI of the campaigns.

Fin.