ASSIGNMENT - 1

ASSORTMENT PLAN
FASHION MERCHANDISING

SUBMITTED BY: NAMITA ANN ABEL (MFM/21/822)

ANJALI SASI E V (MFM/21/648)

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INTRODUCTION
AJIO is a fashion and lifestyle app founded by the business tycoon Mukesh Ambani, a Reliance
Retail digital commerce platform where styles and design are handpicked based on trends and
prices with the best quality. “Doubt is out” is the tagline for AJIO and is constantly looking to
bring a fresh, current and accessible perspective to personal style. This brand has a wide variety
of stylish collection of both national and international brands and also helps in reviving India’s
rich heritage through their Indie collection. It was launched in April 1st, 2016 at the Lakme
fashion week and have Amazon and Flip kart as their competitors. Reliance and
JIO launched their first online services in Gujarat as AJIO. The organization started selling
groceries and food staples on this app during the initial stage later they used their contacts and
invited local traders to register on the platform thus the business model was implemented.
This made it possible to sell fashion, lifestyle, and electronics on the platform.

BUSINESS MODEL OF AJIO

The online-to-offline business model is also known as O2O. Marketing physical stores on
online marketplaces is the focus of this business model. The O2O business model requires a
website to market the offerings. This business model has been used by Reliance. The
traders those who have registered under AJIO can take orders online and deliver them. In-
store pickup is available to enable customers to check for the products, choose as per their
needs and take directions from the store. The wait time for delivery can be reduced by this
facility. Customers can also easily make payments with online payment facilities.

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MARKETING STRATEGIES USED BY AJIO
Social Media - Social networking sites like Facebook, Twitter, and Instagram offer a marketing
approach to advertise products and services. Social network helps AJIO to market its products
to a large number of customers and enables it to earn huge profits.
Artificial Intelligence - AJIO also makes use of artificial intelligence to track and analyse the
behaviour of customers. It also enables AJIO to make sure that it improves its services and
products as per the needs of the customers.
Offers and Discounts - To gain customers and retain them, it provides offers and discounts on
its products. The offers and discounts are very attractive and not only increases the sales of the
products but also ensures that the customers keep returning to the platform.

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PRODUCT RANGE IN AJIO
Reliance group aims to serve the Indian customers with the best products. The app has a variety
of sections from casual wear, ethnic wear, party wear, formal wear and indie wear collections
specially created by boutique designers from India and all over the world. Other
categories include women's clothing, fusion wear, lingerie, ethnic clothing and regional
wear. The app has many accessories like bags and belts, jewellery, earrings, necklaces and
other items. The online store has a section called fashion week collections for those who want
to shop for products that are currently on the runways all over the world.

MARKETING MIX 4 P’s OF AJIO

Marketing Strategy of Ajio analyses the brand with the marketing mix framework which covers
the 4Ps (Product, Price, Place, and Promotion). There are several marketing strategies like
product innovation, pricing approach, promotion planning etc. These business strategies, based
on Ajio marketing mix, help the brand succeed.

1. PRODUCT
A wide range of fashion products for men, womenand kids can be found on Ajio. Their marketing
mix includes casual wear, ethnic wear, party wear, formal wear and speciality wear collections
created by boutiques and designers from India and all over the world. A section called fashion
week collections can shop for products which are currently on the runways all over the world is
included in the

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online store. The US, Russia, Turkey, Singapore, and Australia are some of the
countries that have been lined up by Ajio. Aeropostale from America, Point Zero from
Canada, and many other brands are on Ajio. High- fashion designer wear from international
brands, affordable international brands, in-house brands and local designers are some of the
items that Ajio will focus on. It can differentiate itself fromthe competition.

2. PRICE
Russia, Australia, Singapore, Canada, America and Europe are some of the markets where daily
wear and affordable brands can be found. Private brands are also sold by Ajio. The company
has an inventory model. Third party logistics partners have been tied up with it for last mile
delivery. This makes the overall range of products affordable while also maintaining high
quality, providing unique amalgamation of designer clothes and international brands, which as
a result differentiates it from other online retailers.

3. PLACE
The headquarters of the site is in Bangalore. The company covers over 15000 pin
codes in India and is an inventory led one. Reliance trends retail stores and Jio retail
stores are used by the company for delivery purposes. The reliance group has more than 2621
outlets in India.

4. PROMOTION
Ajio was unveiled on 1 April 2016 at one of the greatest fashion events, Lakme fashion week.
The brand promotes itself by using the tagline “doubt is out”. The focus of Ajio’s campaign
was ‘inclusivity’, cutting through societal barriers of age, gender, class and career choices. The
brand aims to inspire young India with their philosophy which says, “no matter from where
one is from, what one does, what one looks like, one has the right to dress the way they want,
the way they like it and invent their own rules”. Ajio does not promote itself by traditional
means but aims to promote itself among the Indian crowds by delivering something totally
different. The company wants to create a brand with strong ethics, emotional connect and high
emphasis on design and collection. It aims to make foreign brands and designer products
affordable and provide value for money

SWOT ANALYSIS OF AJIO

STRENGTH
• Lower Price
• Coupons, Voucher
• Promotional Products
• Good Quality
• Value to money

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 • Understanding the customer needs
• Offer on national holiday like 15 august, 26 Jan
• Ultimate offer (offer for the whole year)

WEAKNESS
• Repeated Collections
• Not Much Collections
• Lack Of Awareness

OPPORTUNITIES
• Developing a good relationship with regular customers
• Catalogue
• Removing The Products Which Are Not Selling Much

THREATS
• Competitions from other online shopping sites like Amazon, Flip kart and other
brands

WOMEN’S MERCHANDISE SHARE

SKU OF WOMENS WEAR

FUSION WEAR WESTERN WEAR ETHINIC WEAR

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 WOMEN'S FUSION WEAR ETHINIC WOMEN'S WEAR

kurtas salwars and churidars

kurtis and tunics sarees
dupattas kurta suit serts

dresses and gowns kurtas blouses leggings

kurtis and tunics pants and shorts skirts and gagras shawls and wraps

jacket and shrugs shirts tops and tunics palazzos and culottes

WOMEN'S WESTERN WEAR

tops t-shirt
jeans and jegginngs dresses
trousers and pants shirts
track pants skirts and shorts
jacket and coats jumpsuits and playsuits
shrugs and boleros sweatshirts and hoodies
sweaters and cardigans

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 MEN’S MERCHANDISE STORE

SKU OF MENS WEAR

ETHINIC AND FESTIVE FESTIVE WEAR

MEN'S ETHINIC AND FESTIVE MEN'S WESTERN WEARS

WEAR

jackets and coats jeans

shirts sweatshirts and hoodies
track pants trousers and pants
kurthas and shirts nehru jacket t-shirts

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INTEPRETATION
If we compare the assortment of the two departments i.e., Women's wear
clothing and Men's wear clothing of AJIO India (Online store), we come to
know that the product types offered in both are similar but the product style
offerings are more in women’s wear. There is more variety in women’s
apparel wear than compared to men’s apparel wear in terms of T-shirts,
shirts, shorts, track pant. The assortment for top wear is more in Women's
Wear as the variety of dresses as well as design, color increases whereas in
Men's wear the styles differ only in shirts and t-shirts. Both men's and
women's wear have clothing in all colours but the variety of prints and
designs is more in Women's wear.