GTM

STRATEGY:
RAGE
APPAREL BY
FITSCAPE
Rageapparel.com

Presented By:
Swarna
Ajjampur
AGEND
Problem statement 0
1
About parent
A brand 02

Industry 03
analysis of sub-
brand 04
Decoding 05
youth culture
Buyer’s 0
persona 6

What is Glance ? 0
targeting 7
consumers
0
Contenet 8
marketin
g 0
9
Media plan 10
Problem
st at em ent Create identity of sub-brand

recap (Rage Apparel) as an extension

of parent brand (Fitscape)

Appeal to millenial consumers

who are fitness enthusiasts and
expand the parent brand’s
(Fitscape’s) TG

Differentiate sub-brand (rage

apparel) among competing
products
Nudge millenials to make
purchases both online and offline
 (Parent Brand) Fitscape’s mission,
vision, values
1 2 3

Is a health and fitness company
fitness
offering digital and offline experiences
across fitness, nutrition, and mental
well-being.
With the aim to make Through our products and
fun and easy, cult.fit gives services, we want to
workouts a whole new meaning
with a range of trainer-led, enable people to
group workout classes. It
significantly improve their

makes workouts fun, daily food overall health, reduce the

is healthy and tasty, mental risk of lifestyle diseases
fitness easy with yoga and and enable a long, disease
meditation, and medical and free life.
lifestyle care hassle-free.
Products include
apparel, footwear,
accessories, and
technology, all of which
are designed with the
active, stylish individual
in mind.
Rage hopes to have a strong
digital presence to
connect with its target audience,
which primarily consists of tech-
savvy and fitness-conscious
individuals.

About
rag
The brand focuses on
The USP of the brand
promoting an active
incluses using good
quality materials and (sub
e
and healthy lifestyle
while incorporating
alignes with the identiy
of its parent brand brand)
- elements of fashion
and style.
Industry Analysis
Sub brand (Rage apparel)
 THREAT OF
SUBSTUITES

SUPPLIER RIVELARY
POWER CASUAL APPAREL AMONG
LOW SWITCHING COST COMPETITRS
NUMEROUS SUBSTUITES
INDEPENDENT
MANAFACTURES PORTERS 5 AVERAGE BRAND PREFERANCE
NUMEROUS SUPPLIER FORCES ANALYSIS HEFTY PRICE COMPETITION
CONCENTRATION CONSISTANT GROWTH
QUALITY CONTROL

THREAT
OF NEW
BUYER
ENTRANTS
POWER
LOW BUYER LOYALTY
LOW CAPITAL INTENSITY LOW SWITCHING COST
LIGHT REGUALTION HIGH PRICE SENSITIVITY
AVERAGE ACCESS TO MARKET LOW BACKWARD
AVERAGE ECONOMIES OF INTEGRATION
SCALE
POSITIONING
MAP
India Sports Apparel Market Key Players

1.Adidas India Marketing Private Limited

2.Ralph Lauren Corporation
3.Puma Sports India Private Limited
4. Nike India Private Limited
5.Under Armour India Trading Private
Limited
6.ASICS India Private Limited
7.Decathlon Sports India Pvt Ltd.
8.Shiv-Naresh Sports Private Limited
9.Skechers Retail India Private Limited
10.Cosco Sports
11.Nivia
12.Tyka
13.Sareen Sports
14.Alcis Sports
15.HRX
TIGHTS/PANTS MARKE
SIZE
T
SPORTS VESTS
2022
US 673.34
SIZE
Mn. 2029
T SHIRTS

OTHERS
US 1926.10
MARKET
Mn.
2023 to
CAGR:
2029 16.2
%

44% MEN 26% 30%

WOMEN CHILDREN
 Target
audiance
Socio- Fitness
Age economi enthusist
18-34 year old’s
c s
college going or
Fitness
early working Middle class and upper
enthuists who
professionals class Indian households
work out or play sport
with a certain level of atleast a few times a
disposible income from week. Intrested in
tier 1 & 2 cities leading a healthy/
Fitness fashion active lifestyle
Gender
Are image consious ,
are up to date on
Both men and
latest trends and are
women
tech savy
Suresh a 21 year old
is in his final year of
college at Delhi
university , loves
going on treks to the
himalayas, enjoys
reading online news
and healthy home
cooked meals.

Buyer’
persona
Reema a 26 year old

s goes to the gym about

4 times a week and
usually eats healthy.
She uses social media
to stay on top of latest
fashion trends, lives in
Mumbai and works as
a software developer.
 What Smart
Glance?
is lockscreen
Glance live:
Interactive
platform streaming service
content and
commerce for
Glance today has
partnerships with most
smartphone vendors
in India including Xiaomi,
Glance
Samsung, Realme, Oppo and Vivo lockscreen,
–
which are the top five home screen ,
smartphone sellers in India by
market share.
folders
saw an increase of Roposo : creater
over 30% year-on-year led live
( entertainement
YoY) in its user commerce
base
Shop101 : end to
end creater
185 million commerce on
uses across
active Gambi
Glance &Ropso
Asia
t
 Targeting consumers
for Rage
apparel
location FREQUENCY CAN
trageting
based : tier 1
urban BE CONTROLLED
cities ,
audiance

interest
trageting
based : program Create target
based on data from
fashion
Sports ,, health
etc.
automated
ads ,
cohorts
apps on phone eg
other
fitness
other apps, heath tech
DSP , food apps
etc.

based on age
and gender Focus on
demographics
user
power
s
Content
News
marketing
articles
fashion articles like
top 10 athlesure /
gym outft must
have’s
10 best yoga poses
for good heath
Best sports shoes to
wear for your first 5
k run
Most comfortable
gym vests for men
Content
Glance
marketing
live

Recreating gym looks of

top 5 celebrities using
Rage apparel at an
affordable price workout
with me masterclass and
showcasing Rage apparel

Best sports to wear for

your first 5 k run

Reviewing best sports

bra’s in the market Rage
Content
Rops
marketing
o
Get ready with
me videos
sale , review
products using
infulencers
Go visit physical
stores and review
products Compare
products with other
brands , speak about
price , supirior
quality etc.
Lockscreen
ad’s
Retarget parent
sale flat brand’s
10% off audiance

leverage
Call to action ,
app installs
discount
and online codes
purchases
Location based
targetting to
send
 tie up with influencers to create
content on Ropso to
a create warness direct call
to action

Rohit
Gaurav Komal Banj
Khatri
Taneja Pandey i
fitness
01 0
Utilise3-4 influencers as brand 4
Lockscreen ads can also cosnist of
discounts , call to action , discount
ambasadors for Rage. These people
codes , offers etc.
will be used on the lockscreen ads
etc.
05
02 Glance live and Ropso led by creaters can
connect with the audiance better and also
Loop in about 100 other creators
have immediate call to action
on Ropso and Glance live
who have a community of
fitness enthusiasts , 06
milleneal , fashion foward
creates. Smooze Rage could also have app
optamization within their installs as a call to action , it
conent to build awarness could also healp targe
Conent marketing through unique reach
and intrest.
fashion , fitness articles as
03
well. Tune into sports even
like asian games , IPL etc.
for conext and timing
Media
plan
Budget
allocation Rs 30
for
4 cr for 4 Lakhs
ambasadors
brand news
each
4cr X10
article
3cr

total =
3 lakhs for another
infulences on
100
15 cr
and glance live =
Ropso
3cr

ads
lockscreen
on =
5cr
Key
KPI’s
Reac
Unique
h
Reach

CAC

Conversion
rate
Detailed content
calender

https://docs.google.com/
spreadsheets/d/
1d2LmaYm0pASLDNrBc3ZjnQN
dcfFC-Qjh3T6HpUskufs/edit?
usp=sharing
Than
You
k
Floor is
open
to
questions