MARKETING FUNDAMENTALS

Submitted to:
Ms. Nikita Kapoor
Dr. Jaspreet Kaur

SCHOOL OF CREATIVE BUSINESS

Post Graduate Professional Diploma In Fashion Business

(Marketing & Merchandising) year -1 , level 1

Submitted by: Shubhangi Garg ( 5000017589)

Mampi Natung (5000017895 )
Manvika Singh Aneja (5000017974 )

Submitted on: 7th , January , 2022

 ACKNOWLEDGEMENT

This project would not be possible without the invaluable help and support of a number of my
professors, classmates and colleagues. I would like to take this opportunity to express my
sincere gratitude to all those who have accompanied me on this academic journey.

I would like to thank my Associate Dean Mr. Neeraj Paul as well as our Department Leader
Mr. Gaggan Bhatia who gave me the opportunity to do the project.

I would also thank my tutors , Ms. Nikita Kapoor & Dr. Jaspreet Kaur , for their guidance in
helping me to conduct the project.

A very special vote of thanks to Pearl Academy, Delhi providing me with the platform to
conduct the project.

Thank you!

Shubhangi Garg

Mampi Natung

Manvika Singh Aneja

Date : 25th October , 2021

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Table of Contents
BRAND INTRODUCTION 5
COMPANY HISTORY : 7
SWOT ANANYLSIS 8
SEGMENTATION , TARGET AND POSITIONING 10
Demographics 10
Psychographics 10
Social Value 11
Behavioural 11
BRAND IDENTITY PRISM 12
PERPECTUAL MAPPING 14
MAP 1 : TREND AND EXCLUSIVITY 15
MAP 2 : PRICE & QUALITY 16
MARKETING MIX 17
RITU KUMAR’S PRODUCT STRATEGY: 18
RITU KUMAR’S PRICE STRATEGY: 21
RITU KUMAR’S PLACE & DISTRIBUTION STRATEGY: 23
RITU KUMAR’S PROMOTION & ADVERTISING STRATEGY: 25
BRAND EXPANSION 27
INTRODUCTION TO BRAND EXPANSION 27
INTRODUCTION TO RITU KUMAR’S BRAND EXTENSION 27

RATIONALE 28
MARKETING MIX 30
RITU KUMAR’S PRODUCT STARTEGY : 30
RITU KUMAR’S PRICE STRATEGY : 32
RITU KUMAR’S PLACE & DISTRIBUTION STRATEGY : 33
RITU KUMAR’S PROMOTION & ADVERTISING STRATEGY : 35

PRODUCT STRATEGY 36
BCG Matrix 39
Pricing strategy 43
TARGET MARKET 44
DEMOGRAPHICS 44
PSYCOGRAPHICS 45
GEOGRAPHICS 45

PROMOTIONAL STRATEGIES 46
Competitors and Market share 48
Market Opinion 52

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IMC PLAN 60
EXECUTIVE SUMMARY 60
INTRODUCTION 61
SWOT ANAYLSIS 63
COMPETITOR ANAYLSIS 65
TARGET MARKET 69
BUDGET 70
STRATEGY AND TACTICS 71
MEDIA STRATEGY 75
EVALUATION 78

Reflection- 79
REFRENCES 80
COURSERA CERTIFICATE 82

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 BRAND INTRODUCTION

Source : ritukumar.com

Ritu Kumar is regarded as one of the pioneers of the Indian fashion industry. Today, it is also
the largest and most prestigious. Since 1969, she has established her own distinct style,
incorporating ancient Indian workmanship into a contemporary language. Her new classicism
comes from her appreciation of historic designs and imaginative uses of traditional skills. The

5
brand is known for its bold colour combinations, high-quality materials, elaborate
embroideries, and a magnificently rich Indian aesthetic. (yoursuccess. Com , 2015 ) .

She discovered a small colony of small hand block printers in West Bengal through which she
began a small enterprise of giving designs that the printers began working on. it did not take
long for her designs to gain popularity in India
& internationally.

Her background in art history and museology has inspired her line of clothing designs and
ensembles. Preferring to work with fabrics like silk cotton, and leather, Ritu Kumar’s outfits
are stunning in their richness, elegance, and intricacy of embroidery. Her clothes actively
reflect the rich embroidery heritage of India, whether in their motifs, type of stitching or the
elements used in the embroidery. (Ritukumar.com,2021 )

Her campaign, Beautiful Hands, encourages the purchase of garments and accessories that
showcase ethnic Indian styles of embroidery. To go with this campaign, she has started a line
of clothing known as ‘The Revivalist’. The premise of this clothing line is to resurrect
traditional Indian crafts and integrate them into mainstream fashion. The first two craft forms
that have been taken up by this designer in association with grassroots social enterprises are
the Kutch and Shibori for embroidery.

source-google images

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 COMPANY HISTORY :

Mrs. Kumar was the first lady in India to establish BOUTIQUE culture under the 'Ritu' brand.
Her work is continually growing within a refined aesthetic, both in the eastern and western
senses, with each collection making a current statement in a fast-changing modern India. Since
the 1970s, the designer brand Ritu Kumar has been selling in Europe and India. The line
includes couture, formal prêt accessories, and LABEL, Ritu Kumar, a fashion-forward sub-
brand. (ritukumar.com,2021 ) .

Ritika Pvt. Limited currently has two major production centres in Gurgaon and Calcutta.
Printing, tailoring, finishing, and quality control are all available in-house at factories. It owns
and operates retail shops under the RITU KUMAR brand. Ritu's pioneering work in reviving
master craftsmanship has earned her a number of awards, including the French honour of
"Chevalier des arts et des letters," a knighthood awarded by the French government in
recognition of her contribution to Indian textile crafts and interactions with the French fashion
world. ( Ahuja , 2021 ) .

She was also honoured with the 'Indira Gandhi Priyadarshini Award' for her contributions to
the fashion industry. This distinguished prize has already been given to Mother Teresa, Birju
Maharaj, and Pt. Hari Prasad. (Ritukumar.com,2021 )

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 SWOT ANANYLSIS

SWOT analysis (strengths, weaknesses, opportunities, and threats) is a framework for

assessing a company's competitive position and developing strategic plans. Internal and
external elements, as well as existing and future possibilities, are all evaluated in a
SWOT analysis. A SWOT analysis is a tool for taking a realistic, fact-based, data-driven
look at an organization's, initiative's, or industry's strengths and weaknesses. The
organisation must maintain the accuracy of the study by avoiding preconceived notions
or grey zones and instead focused on real-world scenarios. It should be used as a
recommendation rather than a prescription by businesses. (Kenton , 2021 )

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STRENGTHS
1. Go-to place for the perfect blend of
Indian designs with a sense of
international fashion.
2. Wide range of consumer base in terms of
dressing choices as it redefines traditional
Indian into today's contemporary era.
3. Huge involvement with celebrities and
famous personnel’s, which leads to
indirect marketing.
4. Proven brand loyalty, as the brand has
gained respect and trust over the past 52
years.
5. Locations for the stores are at the hotspots
which makes it reachable for the targeted
crowd, but keeps it approachable for the
non-target market too.
OPPORTUNITIES
1. Introduce and expand a line for men's
clothing and accessories.
2. Create an affordable product line for the
average general buyer.
3. In relation to having a particular
consumer base of women, who are
willing to spend money, we idealise the
expansion into a cosmetics line. The
product range would be organic and
natural that stays true to the ethics of the
brand. The selling plan would try to tag
along with the purchasing of the clothing
line instead of making a separate
platform.
WEAKNESSES
1. No male clothing or accessories line.
2. The consumer base growth isn't as high
as expected .
3. The brand awareness stands to be a little
low that the competition, and the reason
for this can be the low celebrity
association in comparison to others.
THREATS
1. Standing true to the brand identity has
always been the most important idea,
and keeping the consumer base
interacted with the products , by having
no stoppage in the innovations
2. keeping the existence in the celebrity
associations is important, as every
survey says that it is the best promotion
in this era. and with the increasing
number of brands, it is an issue that
needs more effort.
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 SEGMENTATION , TARGET AND POSITIONING

The STP model is a fundamental marketing concept that is important to properly

service a market. Segmentation, targeting, and positioning are the three activities that
make up STP. Before designing appropriate positioning strategies and allocating
resources to prioritise marketing efforts, marketers segment markets and find attractive
segments to target. Because of the growing predominance of mature markets, greater
diversity in consumer needs, and the capacity to target niche groups, the STP model is
becoming increasingly prevalent

TARGET MARKET

Demographics

Age: 18 and upwards

Gender: female

Location: metros and tier-II cities of India

Geography: worldwide presence

Occupation: socialites, actresses, models, famous personnel’s

Social Class: upper middle class

Psychographics
Lifestyle and Personality:

The clear aim for the brand stands to be the upper middle class women who have a connection
with the world of Indian designer brand labels and are willing to spend that kind of their
revenue into the name of a brand. the collection is also such that it doesn’t fall in the generic

10
category and one needs to be having a certain taste, background and society to be able to wear
it on a regular basis

Social Value
Self Actualizes: although the brand tries to keep a sense of authenticity towards the collections

that come up, it also maintains a modern vibe about it to keep them available for casual wearing

and still maintain an edge over the other.

Hobbies and Interests: keeping the name on the high list of the celebrity associations is a

very important idea to stick to

Behavioural
Occasion: focus on celebrations and festivities, not as individualistic as more of togetherness
and family-oriented moments.

Benefits: bringing out eliteness and modernism to traditional Indian ideas and moments.

Usage Rate: the whole concept of the brand is to give out statement pieces, which makes it a
little difficult to reuse for general buyers. Still, the occasion these purchases are made for has
such high sentimental value that it all becomes worth a while in the end.

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 BRAND IDENTITY PRISM

The Brand Identity Prism was created in 1986 by Jean-Noel Kapferer, a marketing strategy
professor, to visualise how a brand is expressed through many features. Kapferer focused on
six key aspects of brand identity and decided that presenting them in a prism form was the
best approach to portray how they interact as elements of a whole. (Lokmanoglu,2019 )

The 6 parts of the brand identity Prism explained

1. PHYSIQUE : Physique describes the physical characteristics of your brand

2. Personality : personality are the traits of the brand in the eyes of the consumer
3. Culture : culture is your brand origin story and belief system
4. Relationship : relationship is the engagement between a brand and consumers
5. Reflection : reflection describes who you want your consumer to be
6. Self-image :self-image is how customers visualize their ideal selves .

Sender's image relates to how the company promotes itself. This category includes Physique
and Personality.

The customer's perception of the brand is referred to as the Receiver's Image. This category
includes self-reflection and self-image.

Internalization and Externalization are the other two kinds. Externalization refers to all of the
brand's visible output to customers, including the logo, advertising, products, and services, and
is thus represented by Relationship.(Lokmanoglu,2019 )

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13
 PERPECTUAL MAPPING

A perceptual map is a visual tool that demonstrates how the average target market customer perceives the positioning of rival products in the
market. To put it another way, it's a tool that tries to visualise the consumer's views and understandings in a diagram. The term 'perceptual' is
derived from the word 'perception,' which relates to how buyers perceive competing items and their associated features. The most typical perceptual
map presentation technique is to use two determinant qualities as the X and Y axes of a graph, however other formats are occasionally
employed.(Marketsegmentationstudyguide,2021 )

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MAP 1 : TREND AND EXCLUSIVITY

Perceptual Mapping
High
Trending

Sabyasachi
Manish Malhotra

High Exclusivity
Ritu Kumar
Low Exclusivity

Anita Dongre

Low
Trending

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MAP 2 : PRICE & QUALITY

Perceptual Mapping
High Quality

Sabyasachi

High price Range

Affordable Manish Malhotra

Ritu Kumar Anita Dongre

Low Quality

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 MARKETING MIX

Ritu Kumar’s marketing strategy studies the brand using the marketing mix framework, which includes the four P’s (Product, Price,
Place, Promotion). Product innovation, pricing strategy, promotion planning, and so on are all examples of marketing strategies. The
brand’s success is aided by these business techniques, which are based on the Ritu Kumar’s marketing mix.
The brand Ritu Kumar’s marketing strategy aids in positioning itself competitively in the market and achieving its business goals and
objectives.

Let’s begin by looking into the Ritu Kumar’s Marketing Strategy & Mix to see what products, pricing, promotion, and distribution
strategies.

17
 RITU KUMAR’S PRODUCT STRATEGY:

The product strategy and mix in Ritu Kumar marketing strategy can be explained as follows:

Ritu Kumar is a well – known Indian fashion house that specializes in high- end women’s apparel. It caters to the ethnic Indian clothing market
and as well as western clothing market. Ritu Kumar, the company’s founder, invented the brand house of Ritu Kumar with her husband Amrish
Kumar. (ritukumar.com, 2021)
It offers the ideal ethnic and indo- western fusion products which meets both sets of requirements of Indian women. It is an all-in-one store offering
a huge variety of products.

Ritu Kumar is a modern Indian wear label that specializes in formal, occasion-specific saris, salwar kameez sets, odhanis, and handmade mojaris.
A recent 'Essentials' collection including Chanderi kurtas with a relaxed fit and neutral-colored palazzos. (Ahuja, 2021).
It has a huge collection of ethnic wear and western wear as a part of its marketing mix product portfolio like kurtas, dresses, Kurtis, suit-sets,
sarees, bottoms, jackets and accessories like bags, mojaris, scarves, face mask and even jewellery.
Its items are designed to be suitable for a variety of events, including temple visits, family gatherings, parties, and just casual hangouts. Its products
are made to be used in daily wear, office wear and stepping out.
It has created its own style, which reflects Indian craftmanship’s ancient traditions in a modern idiom. The brand is known for its bold color
combinations, high-quality materials, elaborate embroidery, and a magnificently rich Indian style. (ritukumar.com,2021).

18
Ritu Kumar (2019) exclaims that "In India, design and textiles are the result of talents and knowledge passed down through the years. The Ritu
Kumar brand has always been proud of its heritage. This is the Unique Selling Point (USP) of all of our lines. My work is continually growing
within a sophisticated aesthetic that is both eastern and western in nature, with each collection making a contemporary statement in a rapidly
changing modern India "

Ritu Kumar is well-known in Bollywood, having dressed celebrities such as Priyanka Chopra Jonas, Vidya Balan, Sonam Kapoor Ahuja, Día
Mirza, and Anushka Sharma. She has also designed Miss India winners' dresses for international pageants. (Chablani, 2015).
When people see Ritu Kumar's designs on celebrities, they want to dress like them. This plays a big part in Ritu Kumar's product mix. When it
comes to ethnic wear, fusion clothing, and quality apparel, Ritu Kumar's products appeal to any woman's needs. It is a brand that offers both luxury
and premium apparel options for ladies.

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Source: https://www.ritukumar.com/in/clothing 20
 RITU KUMAR’S PRICE STRATEGY:

Below is the pricing strategy in Ritu Kumar’s marketing strategy:

Ritu Kumar offers a variety of contemporary ethnic wear, formal, occasion – centric sarees, salwar kameez sets, jackets, Kurtis, odhanis, mojaris,
bags, scarves, face mask and jewellery etc.

It provides a broad range of pricing for all the various products. it caters to high-end, premium, offering products that meet everyone’s requirements.
It has a competitive pricing strategy that it implements in several categories while integrating market developments.
It is priced between Rs 3,5000 and Rs 60,000 (ritukumar.com,2021), its other spectrum Ri Ritu Kumar, hand embroided sarees, bridal lehenga in
silk blend, and kurta sets with delicate ari work are among the choices, with cost ranging from 60,000 to 3 lakh. and is sold at a variety of physical
stores owned by the company across India, catering to a wide range of ethnic wearers.
It offers timely discounts at special occasions and festive season. To enhances sales and match competition deals, it also offers timely discounts
in e-retailing websites like Myntra, Ajio, Nykaa Fashion, Tata Cliq Luxury etc.
It also caters to the Bollywood business; hence its items are quite expensive at times.
We do believe that the price range of Ritu Kumar is a on a higher side and people would hesitate a little to spend that much but as it offers
handcrafted products and that is comparatively expensive than machine work.
As Ritu Kumar has coined the term “fashion “in the Indian context and more crucially she has proved that handcrafted goods can be just as
profitable as machine – made goods and much more glamorous. The organization collects the greatest materials and craftmanship from all over
the country, resurrecting great textile skills and employing hundreds of artists. (ritukumar.com,2021). Which justifies the pricing of Ritu Kumar .

21
SOURCE : ritukumar.com

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 RITU KUMAR’S PLACE & DISTRIBUTION STRATEGY:

Following is the distribution strategy in Ritu Kumar’s marketing mix:

Started, in a little town outside Calcutta, the company began in 1969 with just four hand block printers and two tables. Her brand has now grown
to ninety – three locations across India. Ritu Kumar also give out franchise and till now has 4 Franchise stores (ritukumar.com, 2021).

Its distribution network is very strong with both an offline and online presence.
Amrish Kumar (2016) exclaims that “consumers nowadays do not simply go to stores to buy something. The importance of convenience cannot
be overstated. Online shopping has exploded in popularity, especially among the younger generation. People from all throughout India, including
less urbanized areas, are buying our pieces because they know they can get them easily. I believe that the internet purchase model will continue to
expand. Furthermore, the number of people interested in luxury goods and products has increased dramatically. As a result, our brand and its
products have seen an increase in consumer interest”.
The brand is available on various online platforms like Nykaa fashion, Tata Cliq luxury etc. It has its own website and online portal to reach to
reach costumers online and spread awareness.
Its stores are designed in an ethnic manner to align with the company’s products and the brand as a whole.

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Source: vrchennai.com

Source :vogue .in

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 RITU KUMAR’S PROMOTION & ADVERTISING STRATEGY:

The promotional and advertising strategy in the Ritu Kumar’s marketing strategy is as follows:

Ritu Kumar uses Multi – channel promotional campaigns are used. It employs a variety of media outlets, including television, newspapers, and
magazines. It employs aggressive marketing tactics such as mass media campaigns. It also has a strong online presence on social media platforms
such as Facebook, Twitter, Instagram, YouTube, Snapchat, and others. It uses brand ambassadors to advertise its products, and prominent Indian
actresses are also a factor for the company’s rapid rise in popularity.

Ritu Kumar’s also uses youtubers and social media influencers to promote their products. As trends change, new campaigns with new products
must be created in the fashion sector, which it does pretty successfully.

They are available on renowned online marketplaces like as Nykaa Fashion, Myntra, and Pernia's Pop Up Shop, in addition to the one-stop shop
ecommerce website with distinct sites dedicated to each brand. Ritu Kumar presented a collection via a virtual presentation at FDCI X LFW in
March, which was available in a see-now-by-now arrangement. (Ahuja,2021).

Amrish (2021) exclaims “Despite the pandemic, the organization has worked to develop abroad through digital collaborations. It partnered with
Cash free, an online banking network, in early April to introduce a new payment gateway to the website, allowing buyers to pay in over 22
currencies, as well as 14 currencies via PayPal. The move comes a year after the business began selling on Namshi, a famous Middle Eastern
online marketplace”.
This concludes the marketing mix of Ritu Kumar.

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SUMMATIVE -2
BRAND EXPANSION

26
 BRAND EXPANSION

INTRODUCTION TO BRAND EXPANSION

Brand expansion is a marketing technique in which a firm uses an established brand name or image to launch a new product or new product category to its
customer base. When a new product category is tied to its parent category and consumers and customers want it, this technique works well. Many firms utilise
brand extensions to attract new demographics and build new sales channels by using the brand awareness and authority of their parent brand. Apple is one of
the companies that has done successfully with brand extension. Apple began as a computer (Mac) manufacturer, but quickly expanded its product line to
include music players (iPods), mobile devices (iPhones), and technological peripherals (Apple Watch and EarPods). I decided to include it. Even though all of
these new goods are unique, the extension will function because Apple is still in the same product category as its parent. Instead, we successfully penetrated
using that brand identity. (kopp

INTRODUCTION TO RITU KUMAR’S BRAND EXTENSION

As Ritu Kumar has been a brand of women’s wear for years and have surely made a mark in that segment of market but its always lacked to have
a connect with the male market segment as it never catered to it . So , after a lot of research we have finally decided to expand our brand through
by launching a new menswear line as our brand extension . The menswear market has been growing from a last few years and we think that it will
make us more connected to the male segment of market and also give us an opportunity to increase our market share and brand name .
In this market segment our main competitors will be Shantanu & Nikhil , Anita dongre , Gaurav Gupta and Dhruv Vaish as their product range
will be very close to our product range but all of them are on a expensive side so that’s what Ritu Kumar wants to do , to make our products a little
easier on the pocket as compared to our competitors and still give them the best designs .

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 RATIONALE
“Brands that do not see the future coming usually do not have one.” – Jean-Marie Dru, The Ways to New

As the famous minds of the industry state, the backbone of a successful brand has to be the ability to capture some part of every different
category in a consumer base. As accomplished in various researches, brand extensions stand out to be the most powerful driving force to take
forward a brand from a stand still point. Now this standing point may be at the top or the bottom, but variation in market share is what can attract
more buyers into purchasing.

Following these lines, the decision of initiating a product line extension for our brand Ritu Kumar has been taken, where the launch would be for
Menswear clothing. Staying true to the roots of the brand, but extending out a branch. We strongly feel that having the ability to keep a connect
with both genders is a major plus point that we lacked, and this product line hopes to bridge this gap.

Keeping the surveys and industry interaction to be the influence for our decision making process, we tried to interact with men that fall in the
same social categories of the women that might purchase our clothing. Of course we went out to a more general category of population too, for
definite perspectives but we tried focusing on people that have some kind of a previous connection with designer labels.

We came across was a very common and unanimous problem of not being able to fit indo-western wear into a more daily lifestyle. The use of
this category of clothing stuck to family functions, auspicious occasions and various other time sensitive moments. The reason that came out for
this was that men generally didn’t find their comfort to maintain an indo western attire as a long term wear. Be it the material or designs, there
seems to be something lacking that attacks them to put some merchandise from this category into their daily lifestyles. Catering to this problem,

28
we decided to keep the concept of the men’s line in parallel to the women’s , and make the availability of clothes such that they are easy enough
to be accepted into the daily lifestyle, also we shall maintain a section that revolves around the more aesthetic and occasion centric clothes.

Known to mankind, there are more than enough brands that make clothes for men, then why us? The simplest and most straight forward answer
we can give to this is that the consumer base that we are targeting, has the willingness to spend money, experiment , and go out of the box. They
do not want to wear a jacket that every second person walking on the street might wearing, also they do not want to shine out wearing a dazzling
kurta every day. Here we are, trying to find a middle ground for the men who want to keep it stylish yet, sleek, who want to give it a try but be in
the lines of sophistication.

The ability to make something that turns heads but also doesn’t look difficult for someone to pull off is the ground that we feel is lacking in the
menswear category these days. And we desire to fulfil that with trying to keep the concept and thinking fresh and different, with a slight push to
men for trying out more.

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 MARKETING MIX

Ritu Kumar’s marketing strategy studies the brand using the marketing mix framework, which includes the four P’s (Product, Price, Place,
Promotion). Product innovation, pricing strategy, promotion planning, and so on are all examples of marketing strategies. The brand’s success is
aided by these business techniques, which are based on the Ritu Kumar’s marketing mix.

The brand Ritu Kumar’s marketing strategy aids in positioning itself competitively in the market and achieving its business goals and objectives.

Let’s begin by looking into the Ritu Kumar’s Marketing Strategy & Mix to see what products, pricing, promotion, and distribution strategies.

RITU KUMAR’S PRODUCT STARTEGY :

The product strategy and mix in Ritu Kumar marketing strategy can be explained as follows:

Ritu Kumar is a well – known Indian fashion house that specializes in high- end women’s apparel. It caters to the ethnic Indian clothing market
and as well as western clothing market. Ritu Kumar, the company’s founder, invented the brand house of Ritu Kumar with her husband Amrish
Kumar. (ritukumar.com, 2021)

Ritu Kumar brand started with women’s apparel though , it now is moving towards menswear clothing to keep a connect with both the genders .
Apart from these accessories , footwear and Ritu Kumar home are also a part of its product strategy in its marketing mix to provide complete
styling solutions .The targeted group is upper middle class men and women .

It offers the ideal , indo – western and fusion products which meet almost all the clothing requirements of Indian men . it deals in contemporary
clothing , which will be accessible to a wide category of people in terms of price and style . it is an all in one store offering a huge variety of
products and product range .

30
Ritu Kumar is a modern Indian wear label that specializes in formal , contemporary , occasion- wear and partywear suits , Indian ethnic jackets ,
shirts , kurta , kurta-pyjamas , bandhgala , jacket ,formal wear pants .

It has a huge collection of indo western wear and contemporary wear as a part of its marketing mix product portfolio like kurtas , Indian ethnic
jackets , shirts , sherwanis , bandh galas , waistcoat , kurta- pyjamas , chinos , pants , suits , blazer suits etc . Its items are designed to be
suitable for a variety of events , like family gatherings , parties , formal wear , weddings , and just casual hangout and gatherings . Its products
are made to be used in occasion wear , formal wear and fit the daily lifestyle .

It has its own style , which reflects Indian craftmanship’s ancient traditions in a modern idiom . The brand will use bold colour combinations ,
high- quality materials , Indian craftsmanship , experimental clothing , and a magnificently rich in Indian style .

As Ritu Kumar’s brand has always been proud of its heritage . as this is the Unique Selling Point (USP ) of the brand and of all the product line
under the brand so the menswear product line USP will also be its heritage and its product quality .

The brand targets its audience who are extrovert, with a sense of chic and classiness. The brands aim to brings out stylish line of clothes for work
place , going with the recent flow of experimental dressing . The urban youth desires to be contemporary , yet conservative and the brand comes
out to be a clear winner in this market segment .

When people see Ritu Kumar's designs on celebrities, they want to dress like them. This plays a big part in Ritu Kumar's product mix. When it
comes to ethnic wear, fusion clothing, and quality apparel, Ritu Kumar's products appeal to any menswear needs. It is a brand that offers both
luxury and premium apparel options for menswear .

31
RITU KUMAR’S PRICE STRATEGY :

Below is the pricing strategy in Ritu Kumar’s marketing strategy :

Ritu Kumar offers a huge collection of ethnic wear and contemporary wear as a part of its marketing mix product portfolio like kurtas , Indian
ethnic jackets , shirts , sherwanis , bandh galas , kurta- pyjamas , chinos , pants , suits , blazer suits etc .

It provides a broad range of pricing for all the various products . Its caters to high – end , premium offering products that meet everyone’s
requirements . It has a competitive pricing strategy that it implements in several categories while integrating market developments . the
experimental and out of the box designs of apparel appeal to the consumers who are looking to go out of the box and make a statement .

Ritu Kumar new menswear line will be offering not only daily wear suitable apparel but also aesthetics and occasion centric clothes . So the
price range will vary from 7 thousand rupees and goes up to somewhere around 50 thousand rupees . as the market we are looking forward
to target has the willingness to spend money , experiment .

The brand parallel to the women’s line will offers timely discounts at special occasions and festive season. To enhances sales and match
competition deals, it also offers timely discounts in e-retailing websites like Myntra, Ajio, Nykaa Fashion, Tata Cliq Luxury etc.
It also caters to the Bollywood business; hence its items are quite expensive at times.

We do believe that the price range of Ritu Kumar is a on a higher side and people would hesitate a little to spend that much but as it offers
handcrafted products and that is comparatively expensive than machine work.
As Ritu Kumar has coined the term “fashion “in the Indian context and more crucially she has proved that handcrafted goods can be just as
profitable as machine – made goods and much more glamorous. The organization collects the greatest materials and craftmanship from all over
the country, resurrecting great textile skills and employing hundreds of artists. (ritukumar.com,2021). Which justifies the pricing of Ritu Kumar.

32
RITU KUMAR’S PLACE & DISTRIBUTION STRATEGY :

Following is the distribution strategy in Ritu Kumar’s marketing mix:

Started, in a little town outside Calcutta, the company began in 1969 with just four hand block printers and two tables. Her brand has now grown
to ninety – three locations across India. Ritu Kumar also give out franchise and till now has 4 Franchise stores (ritukumar.com, 2021).

As the women’s wear line the menswear line will also have both online and offline presence and will be available for customers to shop at stores
, and online platforms both . the menswear product line will have a separate placement in the offline store along with the womenswear line so
the customers can shop the new product line and explore it while their shopping experience .

Its distribution network is very strong with both an offline and online presence.
Amrish Kumar (2016) exclaims that “consumers nowadays do not simply go to stores to buy something. The importance of convenience cannot
be overstated. Online shopping has exploded in popularity, especially among the younger generation. People from all throughout India, including
less urbanized areas, are buying our pieces because they know they can get them easily. I believe that the internet purchase model will continue
to expand. Furthermore, the number of people interested in luxury goods and products has increased dramatically. As a result, our brand and its
products have seen an increase in consumer interest”.

It has been observed that approximately 90% of the stores are owned by Zara and rest are joint ventures and franchises, this implies that the
experience of customers remain same in all the stores while entering Ritu Kumar’s store be it at any place .

The brand is available on various online platforms like Nykaa fashion, Tata Cliq luxury etc. It has its own website and online portal to reach to
reach costumers online and spread awareness and in order to reach larger customer base .

We are also thinking of putting up pop- up stores at various events and places to make the new product line more accessible .

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34
RITU KUMAR’S PROMOTION & ADVERTISING STRATEGY :

The promotional and advertising strategy in the Ritu Kumar’s marketing strategy is as follows:

Ritu Kumar uses Multi – channel promotional campaigns are used. It employs a variety of media outlets, including television, newspapers, and
magazines. It employs aggressive marketing tactics such as mass media campaigns. It also has a strong online presence on social media
platforms such as Facebook, Twitter, Instagram, YouTube, Snapchat, and others. It uses brand ambassadors to advertise its products, and
prominent Indian actresses are also a factor for the company’s rapid rise in popularity.

As the women’s line the menswear line will also use a similar Multi – channel promotional campaigns . we will promote the menswear product
line through newspaper and magazine advertisements , we are going to create a separate Instagram handle for the menswear line and promote it
on social media in collaboration with some Instagram’s influencers to create awareness about the line and help advertise it . we will also post
on platforms like twitter , Facebook , Instagram , YouTube and snapchat to reach a wider audience and the set target market .

Ritu Kumar’s also uses yotubers and social media influencers to promote their products. As trends change, new campaigns with new products
must be created in the fashion sector, which it does pretty successfully.

They are available on renowned online marketplaces like as Nykaa Fashion, Myntra, and Pernia's Pop Up Shop, in addition to the one-stop shop
ecommerce website with distinct sites dedicated to each brand. Ritu Kumar presented a collection via a virtual presentation at FDCI X LFW in
March, which was available in a see-now-by-now arrangement. (Ahuja,2021).

Amrish (2021) exclaims “Despite the pandemic, the organization has worked to develop abroad through digital collaborations. It partnered with
Cash free, an online banking network, in early April to introduce a new payment gateway to the website, allowing buyers to pay in over 22
currencies, as well as 14 currencies via PayPal. The move comes a year after the business began selling on Namshi, a famous Middle Eastern
online marketplace”.

This concludes the marketing mix of Ritu Kumar.

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PRODUCT STRATEGY

PRODUCT VISION

We are launching Ritu Kumar’s menswear line as we want our brand to keep a connect with both genders to expand our customer base and make
a mark in the menswear market.
As, Ritu Kumar aims to become an India’s brand for the world advocating the strong India-proud sentiments that are portrayed in our ensembles.
The brand intends to be the voice of self-aware millennials who are always on the search for the best, experimental clothing. we want to provide
them with a clothing line where they can get chique clothes in a great quality and connect the customers to the Indian heritage.

CUSTOMER PERSONA
Our ideal customers are men of the age group on 18 and above residing in metro cities and tier -2 cities who belong to the upper middle-class
families who have a intention of spending on clothes and who loves to socialize and make a statement and experiment when it comes to their
clothing and style. someone who’s ready to spend to make an effort for dressing up and wants to stand out from the usual crowd .

PRODUCT POSITIONING
As we know the women’s clothing line is very defined in India and we have a lot of options to choose from in the market but it’s not the same
when it comes to indo- western menswear clothing line as there are only a few clothing brands who are catering to this need of the male
customer base. And as the rise of fashion and being dressed up is rising in so does the wants of men to also dress up in a stylish way and make a
statement so our product line can be the perfect solution for them.

36
So, we identified that there’s a need in the market for the same and that is how we came up with the vision of this clothing line as when we did
our market research and asked people about this, they felt that we need more menswear brands in this particular category so that’s where our
product line fits perfectly in the market.

PRODUCT DIFFERENTIATION
As you know Ritu Kumar has always been proud of its heritage and it has its distinct style, which embodies the traditional traditions of Indian
craftmanship in a modern idiom.
As we know the consumer base, we are targeting is prepared to spend money, try new things, and think beyond the box. They don't want to be
seen in a jacket that every other person on the street is wearing, nor do they want to stand out in a glittering kurta every day. Here we are,
attempting to establish a medium ground for men who want to maintain it fashionable while remaining sleek, who want to give it a go while we
have the ability to create something that stands out from the crowd while simultaneously appearing to be simple to wear is something we believe
is lacking in the menswear sector these days. And we hope to achieve this by attempting to maintain the notion and way of thinking fresh and
novel, with a tiny push to men to try new things. And giving them a platform to stay connected to the Indian heritage roots and still dress in a
stylish and chique manner. We also have an upper hand with our competitors in terms of pricing as we have kept our pricing a little lower than
our competitors while also keeping the product quality high so I think the pricing, high quality and having a connect with Indian craftmanship
while having a modern aesthetic will help us to differentiate our products from our competitors which are Shantanu & Nikhil, Gaurav Gupta,
Anita Dongre & Dhruv Vaish.

GOALS AND INITIATIVES

We aim to make the brand Ritu Kumar as being a complete house

• We want to represent modern India through our products

• We want to give classics a contemporary twist through our products
• We aim to reinterpret age-old designs, motifs, and patterns from India's immense treasury of handicrafts for modern accessories, elegant,
textile-rich clothing, and distinctive couture.

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• Our goal is to have a deeper understanding of our customers and to use that knowledge to improve the customer experience.
• RITU KUMAR focuses on revitalising and sustaining Indian crafts and empowering craftsmen in distant villages.
• We aim to bridge the gap of being only a womenswear designer brand and aspire to be a male designer brand label too .

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 BCG Matrix
The Boston Consulting Group (BCG) growth-share matrix

A tool that can guide towards the analysis of competition in the market surrounding one’s company. It provides a clear view of the key
determinants that help in categorizing the companies into holding a market share, viewing their growth rates, and finding out their status in the
current market in comparison to their competitors.

39
40
In our research of deriving the BCG matrix for our company i.e. Ritu Kumar and its competitors (Gaurav Gupta, Shantanu and Nikhil, and Anita
Dongre) we have studied that there are 3 different categories that come up, that are: cash cow, star, question mark, and dog.

To start with the cash cow, it is a position that tends to have the highest market share of the four positions but ranks low in a matter of the
capability to work towards growth. As understood, a cash cow is a platform that you attain after having a very successful time in the industry
that makes you reach a point where going upwards and onwards becomes next to impossible. In our matrix, Gaurav Gupta would be in the
position of a cash cow as in its course of 18 years of making show-stopping designer wear for men that made the country go up and about for the
brand, with the humungous growth for the brand with the fashion week year by year, that now it has reached a point where it seems somewhat
like a peak in this category. The market capture also shows a rise for the brand as it has the highest-paid celebrities being associated with it. The
collection seems to be at its best possible range and designs have displayed the most desirable among celebrities and consumers. The price range
also comes out to be at the possible height, above which things will become a little too redundant to be bought by the consumers.

The next classification in the matrix would be a star. Now, a star stands to be a platform that is taken up by a brand that has a high possibility of
growth and a high market share both. In our context, Shantanu and Nikhil stand to be the brand that is taking up its market share at great heights.
It is the up-and-coming brand that is getting added to every individual’s Wishlist recently. Although it has yet not become the brand that every
man has in his collection to the fullest. It surely has the highest level of growth prospects. According to the surveys we have conducted we came
to a consensus that Shantanu and Nikhil might be the brand that is in everyone’s eyes these days as, 90 percent of the individuals either have
either worn that brand off of the whole lot available for the Indo-Western-Semi-Formal range for men or have noticed and aspired to wear this
brand. The price range also falls under the category of an aspiring high-end luxury brand, alongside maintaining an edge towards a more mass
basic range. The designs are definitely more desired and wearable.

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 The third one on the list would be the question mark. A question mark in the BCG Matrix is a position that is occupied by a brand that takes up
to be having the possibility to grow more and have a push at taking the revenues of the brand to greater highs. In contrast to the achieving
possibilities of the brand, the reason it is put into the category of a ‘question mark’, as the name suggests is that it lacks a hold in the market
share. Now the reason behind this can be plenty, lack of promotional backup, financial aids or the reason that we have put our brand into the
question category, that is because it is new. Being a newly formed product line extension, it is given that the brand will probably not have a
market share in the industry as another competing labels. Although, crediting to the prior research, analytics, and planning that has taken up
before forming the extension, along with the support from the market share from the pre-existing Ritu Kumar, provides it with great possibilities
to grow more and create greater revenue for the parent brand.

The fourth and the foremost category for this would be the dog. The dog here in this matrix is a brand that stands to be out of its high peak point
and has now come down to a state where it doesn’t hold up much market share at all and has close to zero possibility to have any growth
prospects at all. The two reasons for this would we that either it has grown out of every possible innovation as a designer or that it is lacking a
connect with the new buyer’s consumer base. In our approach, Anita Dongre would be the brand that has already seen its peak and is in line to
become the dog in this BCG matrix. The reasoning behind this would be that its apparent Indo-Western-Semi-Formal collection for men has
dropped down in terms of availability, designs and merchandise to a great low. If one opened their website, they might not be more than 10 basic
kurtas that would pop up in this particular category. Also, in terms of price range, it has reached a certain place that people do not want to invest
that much for the available products just for the sake of brand name, which they probably did at an earlier time.

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 Pricing strategy

Designer-wear brand Ritu Kumar is known for its traditional and bridal clothing, is now trying to bring Men’s Label under
the spotlight by expanding the product offering and increasing the marketing spends.
In the past one year, the company has increased its advertising budget.
We are focusing on digital video campaigns to promote our line. We have also widened our product line by introducing
‘Men’s label’ this year. We want people to discover the more into our Label by adding men’s wear as our new strategy.
Our product is priced between ₹ 7000 and ₹ 60000, our Label competes with Designers brands like Shantanu & Nikhil,
Anita Dongre etc .

Instead of starting high and slowly lowering prices, we are taking over the market by
to develop reliable customer base, hence kept our pricing lower than our competitors due to which we will have a upper
hand with our competitors in terms of both pricing and quality . It’s also crucial for us to develop a loyal customer base,
hence offering best quality product with convenient pricing.
Our products are also economically priced targeting customers who want to save as much money as possible on whatever
products they’re purchasing. Our Premium pricing is for high-quality products and -income individuals.

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 TARGET MARKET

Our labels target audience are Male of age group 18 and upwards.
Our clothes aim to project a particular lifestyle and difference between a successful design and just another off-label shirt on
the rack. Our Label knows what its customers want to be and how to convince them their clothes will help. We sell lifestyle
through men’s apparel.

Customer characteristic

Age-18 and upwards

Gender- Male
Location- metros and tier-II cities
Geography- worldwide presence
Occupation- socialites, actors, models, famous personalities
Social class -Upper Middle class
Religion- All religion

DEMOGRAPHICS

Our label is a designer retailer brand. Its demographics consists of Men of age group 18 . And above with a mid and higher
range income.
It targets men who have a strong aesthetic for fashion and are socially conscious. Our label connectivity lies with its

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customers that creates a sense of loyalty that would reflect on the success of each line that we’d release. Our main focus is
to pull the customer in and stay on top of their needs and provide them with the most unique piece of clothing.

PSYCOGRAPHICS

Lifestyle and Personality: People who want to experiment and are not afraid to take risk in fashion. They are clearly very
fashion conscious and loves to keep their fashion bar high up.
Our label aims to target customer from average working-class people to prominent figures of the world excelling in their
field. We would be catering the customers who are opt for better quality product and excellent service.

GEOGRAPHICS

We aim to target clients who majorly live in town and metropolitan cities. Our stores would be mainly located at the city
center.

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 PROMOTIONAL STRATEGIES

Ritu Kumar already have a very strong promotional strategies as it has hired Nehha Chandra as their Head of marketing and she has a really great pr
team under her and they really have promoted the brand to a great extent with their promotional strategies as now we can see the brand being promoted at
various platforms and the brand awareness has also increased all thanks to the promotional strategies of the brand.

So, our new product line will also be adopting the same promotional strategies as all the other product lines of Ritu Kumar. As Ritu Kumar uses a Multi –
channel promotional strategy. As it works with a variety of media platforms, like Newspapers, television, magazines, billboards etc. we will be using the same
to promote our brand and create brand awareness as we did for the women wear line.

SOCIAL MEDIA MARKETING:

We are going to use Social Media Marketing extensively and the strategy utilizes social media platforms optimally. Ritu Kumar promotes itself on social
media, and also has a strong social media presence with around 300k followers. The brand’s Instagram page is nothing less than a fashion magazine, where it
posts all its latest styles.
When it collaborates with influencers for its Instagram page and tag them using the hashtag #LABELSQUAD. as nowadays influencer marketing is the best
promotional strategy as people are more prone to buy something when they see their favorite Instagram influencer wearing it. We will also collaborate with
male influencers to create a base and reach a wider male consumer base.

MARKETING CAMPAIGNS:
We will also promote the brand through paid social marketing campaigns. in which if you have logged in to the brands website or visited its website, then you
will most likely see a sponsored ad on your social media feed which attracts customers to buy the product.

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As our target market for the brand will be the youth male and as we know the youth mostly spend their time on social media platforms. Ritu Kumar sponsored
Ad’s will be at the right time and the right place, so it does not miss the target customer’s eye.

CELEBRITY ASSOCIATIONS:
We are also thinking of doing celebrity brand endorsements to create buzz for the clothing line as celebrities have a great effect on the fashion trends
nowadays as everyone wants to wear what the celebrities wore so this will help us to increase sales as our pricing is such that we can cover a wide range of
customer base.

PROMO CODES AND DISCOUNTS

We will also launch promotion schemes like shop for more than 10 thousand rupees in the menswear range and get a coupon of 1000 Rs off on the women’s
wear range so by this we can create a linkage between the womenswear and menswear range and for getting a discount the women customers will drag their
related male customers to buy something from the range or buy stuff themselves. this can grow our male customer base and increase our sales.

We will offer discounts similarly to our pre-existing product lines to boost our sales as there is a shopping rule which says buy it if it’s on discount. it makes
many customers buy something even when they don’t need it and we’ll use this to boost our sale at end of season sale.

ADVERTSIMENTS:
Ritu Kumar will create advertisement for YouTube ads and newspaper ad and ad on television like it has been doing with the pre- existing product line to
create brand awareness and buzz about the product line.

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 Competitors and Market share

Forming a market share about these four brand labels was something that didn’t come out in an easy way. Mainly because people have two
perspectives about a brands like these. The first perspective is the brand they idealise because they have seen people wear it and they dream of
wearing it. The idea of being able to associate with a brand because it provides a certain status symbol overshadows the whole discussion of if
one feels the brand is value for money, good with quality and if its suitable for oneself. And the second perspective comes down to the ability to
actually be able to purchase the clothing and be a part of the revenue of the brand. These two perspectives stand to be exactly opposite to each
other and influence the market share in a way that doesn’t let us discover the true statistics of the brand. For example, a 24 year boy has grown
up seeing Anita Dongre, thus in his head , that has to be the ideal brand he wasn’t to end up wearing, but when he comes to reality and he goes
out for shopping , he realises that Shantanu and Nikhil has a collection that he would rather wear. So in this situation, if he is asked which one is
better than the other, he would vividly state Anita Dongre, although he wouldn’t be wearing it.

Thus we decided to divide this analysis into 2 categories. First of which would be the brand that holds the market share in terms of aspirational
emotions and backgrounds. The second category would be practical usage of brands.

48
Chart displaying the Idealism for Brands

49
 Chart displaying the actual buying scope for Brands

When it comes to the brand name, Anita Dongre takes up a huge stand. This stand is backed up with people actually not wearing the brand, but
because of the aura of the label in itself, the consideration of it being the 1st in ranking comes automatically. On the other hand when it comes to
wearability of this label it seems to have the least number of options that men would consider wearing as Indo-Western-Semi- Formal, clothing.
Thus, in the practicality of the industry, Anita Dongre would actually fall down to last in terms of our product line competitor list. Gaurav Gupta
and Shantanu and Nikhil maintain a securely same range in both the categories. While Dhruv Vaish is a brand that is upcoming and considered a
call of the youth, thus the popularity of the brand name is not as dedicatedly followed up by everyone but the product range is more wearable.

50
 Our strategy of putting in our space in the market share stands at a place where we use our brands pre-existing platform and use it to convert
men’s attention towards us. We somewhat are hoping and implying our women consumer base to work towards dragging along their related men
in the direction of the brand. This can come out with promotion schemes that create a linkage between the women’s wear and menswear, or
ideas that makes a women come in the store and ends up taking something for a man too. We will also please a new consumer base that hasn’t
been involved with us at all by trying to reach into the celebrity spotting and spreading a word on social media. Of course our search to get a
portion of the market share will not be from scratch it will merely be a try to transfer and increase are current share for single gender and convert
it to both. The collection stands to be more in lines with a category that is most wearable and the price range also fulfilled a wider range of
pockets that are ready to make an expenditure.

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 Market Opinion

This section of our subittive consists of a questionnaire that was put up for men asking them about their views and ideas about a product line in
the Indo-Western-Semi-Casual category and their interest in the brands that provide merchandise of this kind. The questions with a reasoning
behind their origin and the analysis to each question are as follows.

Question 1.

Age group of the population of this survey.

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The reason behind taking this age group for our survey is clearly because the clothing that we are planning to design stand true to a age group
between 18-30, although for a better prospective we went a little out of lines for both ends. Of course we have no official age limit for any
particular article at all, but the ideal aim would be 18-30 years old.

Question 2

What is the quarterly expenditure on apparel purchase

53
To know the ideal price range and budget that we can keep for out collection, we had to come up with a question that answered us about the total
expenditure done by our desired consumer base.

Question 3

If there is an interest in wearing designers Indian labels

54
This particular question relates to the idea of how many people actually have an unconditional interest in wearing Indian designer labels. This
gives us the idea about the possible consumer base we can attract towards us and which we need to drag into from the red zone to the blue

Question 4

Where are the desired places to get Indo-Western wear

55
The reason behind this questions stand to explain to us where the supply for the products that we are offering to give out happens to be available
for the consumer base we are targeting.

Question 5

What brands are preferred

56
This question has two dimensions, one of which might be to understand the buying capabilities of the consumer base we are targeting and the
other would be their acknowledgement about designer brands and their habit of wearing them or not.

Question 6

If there is a potential desire to wear Indo-Western-Semi-Casual clothes to places other than just occasions and festivals.

57
This question helps us have a clear view about the thought process of the consumer base to have the possible ideas to want to fit our product line
into daily lifestyle clothing, thus fulfilling our aim.

Question 7

Which platform is the best to come cross promotions for designer labels

58
This question caters to our problem of finding out the best promotional strategies that reach out the maximum number of people and the
collection launch becomes the talk of the town.

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 IMC PLAN

An integrated marketing communication plan combines key elements of the marketing mix to effectively promote brands among end-users. To raise
awareness of products and services among target audiences, an integrated marketing communication plan combines multiple marketing strategies such as
advertising, public relations, and promotion through social networking sites. Instead of being utilized in isolation, brand communication tactics are grouped
together to raise the visibility of a specific brand and, as a result, increase profitability for the company.

EXECUTIVE SUMMARY

Ritu Kumar is India's largest and most well-known designer-wear brand. Since 1969, she has established her own distinct style, incorporating ancient Indian
workmanship into a contemporary language. Ritu Kumar’s consumer base is spread all over the country and women’s love to wear her designs.
As an attempt to expand our consumer base to the male consumer base also Ritu Kumar will introduce a line of menswear apparel and this possibly will in the
future to increase the brand’s product offering.
With the increase in digital media, the aim of Ritu Kumar’s ‘Integrated Marketing Communication Plan ‘will be to capturing the virtual space and creating a
buzz around the brand. In order to have increased brand recall and brand conversations, complement the digital promotions to make a name in the menswear
market through Print and PR.

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 INTRODUCTION

Ritu Kumar is one of the most renowned designers in the country. Her name is already well known amongst the celebrities and famous as they love to dress in
her designs, but when she launched aarke and Ritu Kumar label she appeared in a wider segment of the market and brought it into mainstream market. Ritu
Kumar makes clothes, accessories and footwear which are sold in her own stores across the country. the Indian handicrafts and craftmanship touch have been
the USP of her brand and will always be.
Till date, the brand Ritu Kumar has been a favorite among celebrities like Priyanka chopra, kareena Kapoor khan, kajol. it has also frequently mentioned in
popular media.

STRATEGY
Overview
The business issues

• Not having a male product offering

• Less brand awareness
• Revival of the brand identity

KEY INSIGHTS

The proposed IMC strategy involves monetizing on the brand name Ritu Kumar and create a name in the menswear market.

Communication Objectives

The main communication objectives are

61
- To increase brand awareness
As we are launching a new product line and entering the male market, we want to work on strong brand marketing in order to get
people talking about the brand. Especially in terms of digital presence.

Revival of the brand identity

To revive Ritu Kumar as a men’s wear brand similarly as the womenswear brand of Ritu Kumar.

Idea Execution and Communication Channels

Introduction of a product extension in the form of men’s wear product line.

The main communication channel of the promotion strategy for Ritu Kumar’s menswear line will be the Digital Media, along with
secondary channel being Print Media.

62
 SWOT ANAYLSIS

STRENGTHS WEAKNESSES OPPURTUNITIES THREATS

Brand Goodwill to Presence of strong Growing spending by the male Competition with
remain true to competition means high consumer base other designer
founder’s initial vision brand switching labels.

Ritu Kumar’s brand As the brand has never Can now create a new male Keeping up with
loyalty, as the brand catered to the male consumer base and extend the the new trends
has gained respect and consumer base creating a brand.
trust over the past 52 name could be hard. along with
years. keeping the
authenticity of
the original
brand can reduce
and limit the
development of
products.

Strong presence of the Create an affordable product

brand among line for the buyer.
celebrities, which leads
to indirect marketing

63
Having an easy on Expand the cosmetics line ,
pocket price range as as natural and sustainable is
compared to its what is in demand now.
competitors

Will have product lines

in both male and
female so no consumer
will feel left out.

Don’t have many

competitors in the
indo-western clothing
line

64
 COMPETITOR ANAYLSIS

In identifying the competitors for Ritu Kumar , research was done for the top brands in the same product line in the current time . The menswear
industry has a broad spectrum within itself . It can broadly be divided into luxury designer brands , premium brands , popular best-selling
affordable brands . The most closest competitors in respect of our product range offering and price range helped us to conclude that Ritu
Kumar’s major competitors

SHANTANU & NIKHIL

Headquarters : Delhi , India
FOUNDERS : Nikhil Mehra and Shantanu Malik.
Product : contemporary menswear
Strengths : strong brand image , unique designs
Social media : Facebook , Instagram , twitter

GAURAV GUPTA

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 headquarters : Delhi
Founders : GAURAV GUPTA
Product : contemporary formal wear
Strengths : loyal customer base
Social media : Instagram , Facebook

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ANITA DONGRE

Headquarters :Mumbai , India

Founders : Anita Dongre
Product : luxury pret menswear
Strengths : Celebrity fashion designer ,
Popular brand name .
SOCIAL MEDIA : Instagram , Facebook

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 DHRUV VAISH

Headquarters : Delhi , India

FOUNDERS : Dhruv Vaish
Product : indo-western menswear
Strengths : a new take on the menswear
clothing ,
A young consumer base
Social Media : Instagram , Facebook

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 TARGET MARKET

Males aged 18 and up are the target demographic for our labels.
Our clothing aims to project a specific lifestyle and distinguishes itself from just another off-label shirt on the shelf. Our Label understands who its clients
want to be and how to persuade them that their clothes would help them achieve their goals. Men's clothing is how we market a lifestyle.

DEMOGRAPHIC SEGMENTATION
The Ritu Kumar menswear line will be aimed mainly on one demographic , the male population in metro cities and tier-II cities of India . Ritu Kumar will
continue to target men between the age group of 18-3o years . This demographic identifies the perfect model clientele Ritu Kumar brands has always wanted
to attract . This type of men is educated , well-travelled , fashion forward . he loves expressing himself through his choice of clothing .

GEOGRAPHIC SEGMENTATION
Ritu Kumar is a brand with retail locations throughout India . with this particular brand extension , the focus of the Ritu Kumar brand will be to attract
customers in a market that has a high appreciation and need for contemporary menswear apparel like metro cities and tier -II cities .

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BEHAVIORAL SEGMENTATION
our label would always comply with the new trends in the market and pay keen focus on taking customers feedbacks to bring improvements in in our
products.
Our company would make a relation with the customer through continuous communication that develops a strong understanding of the behaviour and need to
customer.

PSYCHOGRAPHIC SEGMENTATION
People who desire to try new things and aren't scared to take fashion risks. They are certainly fashion oriented and strive to maintain a high
fashion threshold.
Our label aspires to appeal to a wide range of customers, from ordinary working-class individuals to world-famous figures who excel in their
fields. Customers that choose a higher-quality product and outstanding service will be catered to by us.

BUDGET

Since these companies do not disclose their financial statement so we didn’t have the exact figure of their spending’s.
We spoke to the PR team of the company and that had given us the budget of 6,0000-10,00000 Rs.
They choose not to spend on the social media Campaigns since they promote their limited collection on the existing social media pages that’s
already on the run.

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 STRATEGY AND TACTICS

COMMUNICATION STRATEGY

Our communication objectives would follow the classic Hierarchy of Effects Model.
The model exemplifies that ideal that advertising does not result in immediate purchases , it develop steps that allow the target market to lead to an eventful
purchase .
The four steps are as follows :

1. Attention : Ritu Kumar menswear would aim to grab the attention of target consumers through social media platforms such as Instagram ,
YouTube and Facebook .
2. Interest : The brand would try to maintain target customers by celebrity endorsements and collaborations with celebrities .
3. Desire : The Ritu Kumar website as well the stores exhibit the epitome of the desire the consumer have to potentially purchase from the
brand .
4. Action : the consumer transforms into a customers and purchases after going through the first three steps

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COMMUNICATION TACTICS

SOCIAL MEDIA MARKETING:

We'll employ social media marketing extensively, and the approach will make the best use of social media platforms. Ritu Kumar uses social media to
advertise itself and has a significant social media presence with over 300k followers. The brand's Instagram feed resembles a fashion magazine, with all of the
brand's most recent looks posted.
When it works with influencers for its Instagram page and uses the hashtag #LABELSQUAD to tag them. People are more likely to buy something if they see
their favourite Instagram influencer wearing it, therefore influencer marketing is the finest promotional method nowadays. We'll also work with male
influencers to build a fan base and reach a larger male audience.

CELEBRITY ENDORSEMENTS:

We're also considering celebrity brand endorsements to generate buzz for the clothing line. Celebrities have a big influence on fashion trends nowadays, and
everyone wants to wear what the celebrities are wearing, so this will help us increase sales because our pricing is flexible enough to appeal to a wide range of
customers.

ADVERTSIMENTS:

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Ritu Kumar will make advertisements for YouTube ads, newspaper ads, and television ads, just as it has done with the pre-existing product line, in order to
raise brand recognition and generate talk about it.

Marketing Tactics:

We will also use sponsored social marketing campaigns to promote the business. If you have logged in or visited the brand's website, you will most likely see
a sponsored ad on your social media feed that encourages customers to purchase the product.
Our brand's target demographic will be young males, and we all know how much time they spend on social media networks. The Ritu Kumar sponsored ads
will appear at the right time and in the right place, ensuring that they do not go unnoticed by the target customer.

DISCOUNT CODES AND PROMO CODES:

We will also launch promotion schemes such as shop for more than ten thousand rupees in the menswear range and receive a coupon for a thousand rupees off
in the women's wear range, so that we can create a link between the womenswear and menswear ranges, and the women customers will drag their related male
customers to buy something from the range or buy stuff themselves in order to get a discount. This will help us expand our male customer base and enhance
revenue.

PRINT ADVERTISING :

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Our prints ads will be placed into magazines like Harper Bazaar , Bridal Asia and newspaper ads . these avenues allow us to strengthen the brand presence
and delivery of information to the target consumers of the brand .

OUTDOOR ADVERTISING – BILLIBOARDS :

Billboards will influence brand awareness and interest .They will also direct customers to nearby stores . This will help to broaden consumer reach and
expand potential consumer market .

PR and Events :

Special events will grant loyal customers the opportunity to have first pick at new products . they will also give different influencers and other media outlet
representatives a chance to be introduced to the brands and the new product offerings .

E-mail :

We will stay connected with our consumer base by emails and will keep sending them mails when a new collection launches , or some discount comes etc to
keep our customer relationship strong .

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 MEDIA STRATEGY

DISCIPLINE MEDIA OBJECTIVES TASK MEASURING

EFFECTIVENESS

Website Making the Creation of a Click per view

website a micro- Website traffic
reflection of website on Customer database
the brands the existing Number of viewers
retail persona website . directed to other
and making which will linked platforms
the customer a include all through website .
part of the information ,
brand Ritu online store ,
Kumar retail
campaigns.

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 YouTube Create brand Promotional Video views
awareness and videos for Video shares
excitement the Likes on the video
about the upcoming
upcoming season
product line . launch ,
Behind the
scenes clip .
Facebook Create buzz Information Tracking the
about the about the increase in
brand as well brand , customer
as provide a videos and engagement after a
platform for gifs , particular post in
customers to information that time period in
interact with about terms of new likes
the brand . upcoming to post related to
products . that particular
campaigns .
Digital media Snapchat User Handle with Number of people
Generated behind the using the filter .
Content scenes .
Brand Geofilter
engagement with Ritu
Kumar logo
Instagram Getting more Gifs , Number of people
personal and lifestyle shots using the brand
keeping the of products , hashtag.
consumer influencer Number of
updated on marketing followers and
what the qualitative analysis
brand is up to .

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 Direct mail Informing Pre-launch Click per view
customers mailer Number of sales
personally through the
about the Interactive catalogue
product digital
launch and catalogue
getting them
excited .
Magazine Researching Two pages Since the QR code
Ads the core print ad in on each edition
audience Harpers would be different ,
Print media Increase in Bazar the number or
brand Presence of people who access
awareness unique QR each code and their
code which future action will
would show be monitored .
the online
store

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 EVALUATION

Project Management Performance Metrix :

It is used to assess a project's efficacy and profitability. Every project process is thoroughly reviewed and monitored, and the results are
compared to the objectives to be met.

Sales Metric Measure :

Metrics for Sales Measure: - Sales action, lead generation, and retention performance indicators like total revenue and customers reached are all
common sales success KPIs. These two metrics are used by businesses to track their sales and compare them to the sales department's goals.
Monitoring each area will aid in identifying areas where the work has to be enhanced in order to attain the desired objectives.

Employee Performance Metrix :

It keeps track of an employee's productivity and efficiency, as well as how much he or she contributes to the company's overall growth.
Employee performance is tracked to assist managers in making necessary modifications to assist employees in achieving their job objectives.
Quality, quantity, efficiency, and degree of productivity are all common employee performance measures that businesses monitor.

Ritu Kumar has recently launched a new menswear range. These would be the performance measurements criteria, however it will take at least 6
months for customers, employees, and the company to complete the performance metrics when the product is launched. (Indeed, 2021)

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 Reflection-

Through this project we have acquired a lot of knowledge and information of a brand line extension and the marketing strategies along with its
principles. The study of this subject has contributed to our marketing knowledge as well as it has strengthened our skills in application of
marketing concepts. We have learned how to develop a complete strategic marketing plan of not only on the part of marketing analysis or
strategy of a product or service but also the whole corporate plan. Our skills and capabilities that were developed and integrated during this
project and class lectures include the analytical skills, coordination skills, presentation skills, organization skills and marketing tactics in
particular that were resulted from the product and branding strategy.

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 REFRENCES

Chablani,2015 Inspiration for brides and bridesmaids [ online ]

Available at : https://www.vogue.in/content/10-times-bollywood-chose-ritu-kumar-wedding-wear
[Accessed , 2021 ]

Ritukumar.com,2021 Discover [online ]

Available at : https://www.ritukumar.com/in/history
[Accessed , 2021 ]

Ahuja , 2021 BRAND RITU KUMAR EYES THE MILLENNIAL MARKET [online ]
Available at : https://thevoiceoffashion.com/centrestage/features/brand-ritu-kumar-eyes-the-millennial-market--4454
[Accessed , 2021 ]

Das, 2016 Ritu kumar expands globally [ online ]

Available at : https://retail.economictimes.indiatimes.com/news/apparel-fashion/apparel/ritu-kumar-expands-globally/54657646
[Accessed , 2021 ]

Begg,2003 Ritu Kumar’s retail chain goes hi tech [ online ]

Available at : https://www.rediff.com/money/2003/jul/16fashion1.htm
[accessed , 2021 ]

Lokanoglu ,2019 The brand identity prism : what it is and how to use [ online ]
Available at : https://99designs.com/blog/resources/brand-identity-prism/

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[Accessed , 2021 ]

Yoursuccess.com , 2021 Understanding Perpectual Maps [ online ]

Available at : https://www.segmentationstudyguide.com/understanding-perceptual-maps/perceptual-maps/
[Accessed , 2021 ]

Kenton , 2021 SWOT Analysis [online ]

Available at : https://www.investopedia.com/terms/s/swot.asp
[Accessed , 2021 ]

Marketsegmentationstudyguide,2021 Understanding perpectual Maps [ online ]

Available at : https://www.segmentationstudyguide.com/understanding-perceptual-maps/perceptual-maps/
[Accessed , 2021 ]

kpop,2021 Brand EXPANSION [ online ]

Available at : https://www.investopedia.com/terms/b/brand-extension.asp
[Accessed , 2021 ]

Ritukumar.com,2021 Discover [online ]

Available at : https://www.ritukumar.com/in/history
[Accessed , 2021 ]

Ahuja , 2021 BRAND RITU KUMAR EYES THE MILLENNIAL MARKET [online ]
Available at : https://thevoiceoffashion.com/centrestage/features/brand-ritu-kumar-eyes-the-millennial-market--4454
[Accessed , 2021 ]

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COURSERA CERTIFICATE

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