Every woman wants to look different, she aspires to stand out and in the pursuit of same she

goes to a tailors shop but much to her dismay often the tailor is not able to materialize her
whims and even if he does so it comes at the cost of too much time money and effort so she
settles for a readymade garment sacrificing her choices. The genesis of the product came
from somewhere in between a tailors shop and online retail sites where every Indian women
trades off either convenience or the joy of customization.

IDEA GENERATION:
A.BRAIN STORMING
As a team we sat down and created a storm of ideas which brought forth many
out of the box ideas and concepts.
B.FOCUSED GROUP
Fashion enthusiasts and people who love custom, be-spoke collection were
interviewed and their opinions were taken into account while designing the
product
C.ATTRIBUTE LISTING
Mode
of
delive
ry
Fedex,
Blueda
rt, First
Flight
courier
service
s

Mode
of
payme
nt

Delive
ry
time

Credit <7
Card/D days
ebit
Card/O
nline
payme
nt

Design Packin
/Style
g

Price
Range

Care
Labeli
ng

Fabric

Foreca
st as
per
the
seaso
n

Price
depen
ds on
the
ordere
d
garme
nt
<1000

Labels
stitch
ed on
garme
nts

Knits

Cash-on delivery

8-10
days

Cheque/Demand
Draft
<15 days

10-15 days

>1000

Poly
bags,
Hange
rs

Market survey

1000-3000
3000-10000

Separat
e
manual
for
washing
/ironing
Worsted

Wove
n

Intimates
(Women)
Kidswear

Produ
ct
Categ
ory

Manuf
acturi
ng
Facilit
y
Formal Sub(Men/W contrac
omen)
tion

Ethnic
(Men/Women)

Casuals
(Men/Women)

STEP 2: IDEA SCREENING

In idea screening, the company screens most of the ideas to choose the best idea among them
which is found most feasible. The company through this method drops the poor ideas as soon as
possible. The reason behind this is that cost of production rises with each successive step of
development. To avoid such unnecessary costs, the company reviews ideas on a set of criteria.
The company answers the following questions:
1. Does the product meet a need?
2. Would it offer superior value?
3. Can it be distinctively advertised?
4. Does the company have the necessary know-how and capital?

5. Will the new product develop the expected sales volume, sales growth, and profit?

The ideas are to be rated on the weighted scale. There is a fixed weight assigned to important
factors for the product launch. These weights are assigned according to the level of importance.
These factors are given scores. Finally, the weights and scores are multiplied to form an overall
rating. The sum total of these scores must be above a particular benchmark score pre-decided
by the company in order to consider the product for the launch.
All products which do not achieve the bench mark score should be dropped.

SCREENING MATRICES OF DIFFERENT IDEAS

Initially, we analyze all ideas (product categories, in this case) to find out whether they make an
offer of superior value and meet the need.
1) Mens Formal
2) Mens Casual
3) Womens Formal
4) Womens Casuals
5) Ethnic (Men)
6) Ethnic (Women)
7) Intimates (Women)
8) Kidswear
Factors
Casuals (Women)
Product Demand
Profit Potential
Design
Scope of

Weight

Score

Total

30
25
10
10

9
9
8
7

270
225
80
70

customization
Skilled Labor
(Expertise of
vendors)
Fabric
availability
Production
Period
Total Score

10

70

10

80

40

835

STEP 3:- PRODUCT CONCEPT

We offer customization and convenience for Indian Women.
WHAT It talks about Product Market Integration
CONCEPT OF VASTRA.COM
CUSTOMIZATION THAT WILL BE HOME-DELIVERED AND IS JUST A CLICK AWAY
Trading off between customization and convenience is every Indian womans
pain-point when it comes to clothing. She wishes to be different, she wants to
stand out from the crowd and it irks her when someone dresses exactly like
her. So, in the pursuit of customizing her look she goes to a tailor shop with her
choice of fabric and style. But somewhere in between after several rounds to a
tailors shop she realizes that convenience has been traded off. She wishes for
something that would deliver her dreams at her doorstep. We envision and
strive to be that. We want to deliver that dream.

FEATURES
Option to review prices
Booking orders online
Option to virtually create a look

ADVANTAGES
Customzation
Convenience

BENEFITS
A ready made look /garment would not be forced
No hassles of running to a tailors shop every now and then

VALUE
Dreams delivered to doorstep at the strike of a click

FOR WHOM
For urban Indian woman who aspires to look different and has her own fantasies
but doesnt have time to go through the hassles of a tailors shop. She is the
woman who goes to malls and sites like myntra and wishes that the product
should have had a certain aspect and returns disappointed. She could have
gone to a tailors shop to fulfill her whims but communicating her idea to a tailor
would have been a tough task and making several trips to his shop would have
been another issue. So here we identify the pain point and jump in like a genie.
WHEN
24 x 7 Round the clock, Round the year
We provide round the clock service. Customers can wake up in the middle of
night with the idea of a look and they can log in to the site and book the
order.They dont have to wait for another day when they would be able to go to
a tailors shop and see whether they can get the garment made or not.
WHERE
The product aims to deliver its value in the Indian Subcontinent. We begin with
urban metro cities and then we gradually expand our business in tier2 and tier
3 cities

STEP 4: MARKET STRATEGY

A.TARGET GROUP:DEFINE TARGET GROUP Urban females aged 20-35 years (SECA1) from metro cities who
aspires for customized clothing

Most of the urban females belonging to metro cities aged 20-35 crave for fashionable and trendy
clothes which will bring them uniqueness and exclusivity. In order to this they desire for clothes
of their own choice. As they dont have enough time to go for tailoring they can go for online
customization which gives them various options just in one click.
B.PROMOTION
As we are in our introductory stage of the product life cycle we will go for full-scale marketing
programme. Our main objective of promoting our product is to create awareness and

interest of online shopping of customized clothing among the customers and encourage them
for trial.
In order to adopt this we will go for inbound marketing strategy do internet promotion by capture
the social media sites , visit the best fashion institutes, fashion houses/design studios/buying
houses/fashion boutiques of India for promotion and getting experts reviews about the product to
the target customer we will do direct marketing by sending them catalogues, videos and CDS
and direct mail
Promotional strategies:
1.INBOUND MARKETING ( lure women into shopping , pull them to your site )
Inbound marketing grabs the attention of the customers, by making the company easily
accessible and draws them to the website by creating interesting contents.
Inbound Marketing Tools
Blogs- Launching blogs and following fashion bloggers would give us a better isight for product
improvement and promotion
Podcasts episodic series of video and audio files which talk about trends and fashion
Video
eBooks
Enewsletters
2.OUTBOUND MARKETING ( Push strategy)
It can be done by promoting our products through TV Advertising, spam and print ads and
traditional advertising .Visiting the best fashion institutes, fashion houses/design studios/buying
houses/fashion boutiques of India for promotion and getting experts reviews about the product.
C.DISTRIBUTION
Distribution of the Product
A well oiled procurement, warehousing and delivery system is pertinent for the success of such a
venture. This ensures that deliveries occur within promised deadlines, which leads to greater
customer satisfaction. We intend to engage local cloth and fabric suppliers as sub-vendors.
Warehousing
(a) Location- Delhi-NCR, Mumbai, Kolkata, and Bangalore.
(b) Numbers- 2 each in Delhi and Mumbai, 1 each in Kolkata and Bengaluru
(c) Size- 8 x 8 x 10 foot room
(d) Functions- Storage, packaging, and safety of goods.
Inventory Management
The intended average turnover time is 7 days. It will also depend on the demand, time of the
year.The following are important to consider:
(a) Raw Material- Fabric rolls, sewing threads, accessories such as buttons, zippers , laces,
embellishments etc, dyes, machine spare parts.
(b) WIP
(c) Finished goods
(d) In transit goods
Transportation
Mode- Road

Network- Point-to-Point and Multiple Delivery points network

Transporters- well to do third party courier services such as Fedex, Bluedart
Insurance
All our deliveries(freight) will be covered under notable insurance agencies such as National
Insurance Company, The New India Assurance etc.
Distribution Challenges
One of the biggest hurdles is the lack of quality infrastructure, creaky transport to support
new businesses, therefore managing logistics & supply chain is a major cause of concern.

D. PRICING
INTRODUCTION
Pricing is the art of translating the value of the product to the customer into monetary terms. Our
product subsumes the benefits of both convenience and customization for the customer.

PRICING STRATEGY
To monetize the benefits of a one stop convenience cum customization website for the customer,
we -would follow a medium price-medium quality pricing strategy, i.e an Medium value
strategy.

COST ESTIMATION
(i) Variable Costs
(a) Direct Material- Fabrics rolls, sewing threads, accessories such as buttons, zippers , laces,
embellishments etc, dyes.
(b) Direct Labour- Wages
(c) Overheads- Electricity, Grease, Oils.
(ii) Fixed Costs
(a) Machine Lease rent
(b) Land lease rent
(c) Interest Payments for long term loans
(d) Advertising
(e) Salaries
(f) Freight Insurance
For an e-commerce apparel website, inventory and distribution costs would eat up the
maximum share in the cost pie.
Actual Prices
For each product price will be different dependent on the level of customization.
Price Setting Method
We would follow a Penetration Pricing that would involve setting a price far enough below the
products economic value to attract and hold a large base of customers.
It is a strategy designed to produce sales volume, even at the expense of high margins

The Flipkart promotion model of launching ad-campaigns onto the television screen to catch
viewer attention and clarify every doubt about online shopping that may have been in her mind
did a world of good for the future venture by dispelling the fears and speculations of the Indian
customer. The first set of television commercials launched in April, were aimed at educating
consumers about the ease of shopping on Flipkart via guarantee of original products, cash-ondelivery and a 30-day replacement policy. Through the campaign, Flipkart targeted people who
had kept away from online shopping.
India is one of the fastest growing economies in the world. With increasing disposable incomes,
higher internet penetration, and more number of working women, the firm can leverage these
opportunities in its advantage.

MARKETING BUDGET

Sales @

Rs 2000/unit
Total units sold
Variable Costs
Direct Materials
Raw Materials @ 1000/unit
Inventory @ 100/unit
Direct Labour
Wages @ 100/unit
Overheads
Electricity @ 10/unit
Machine maintainence@ 25/unit
Total Variable Costs
Fixed Costs
Interest payments @ 12%
Warehouse Rent@3000 pm
Machine lease payments @ 3000pm
Advertising
Freight Insurance
Salaries
Total Fixed Costs
Total Costs(FC+VC)
Breakeven Point(units)

813000
406.5
406500
40650
40650
4065
10162.5
502027.5
120000
36000
36000
100000
30000
1000000
1322000
1824027.5
1728.104575

STEP 5:- BUSINESS ANALYSIS

Business Analysis
1. Estimating Sales
As per the July 2012 Consumer and Shopper Insights (Mckinsey&Company) report,
internet retail in India is worth $1355mn. Assume that the women garment portion in the metros
forms 0.05% or $0.6775mn per year. We hope to garner atleast 2%(or $0.01355mn) market
share in the 1st year of operations. Our sales should be approx. Rs 8.13 lakhs
2. Estimating Costs & Profits
The product being in the introductory stage of its lifecycle means the sales would be very low
initially and very high costs.
Total costs(including Fixed & Variable costs) are assumed to be 1824027.5
Net Loss in the 1st year=10.1

STEP 6: PRODUCT DESIGN AND FEASIBILITY

PROTOTYPE
Prototype phase involved developing a working prototype for our product and testing it among a
sample of Target Customers. Prototype will be test on two levels:

Alpha
feedback.

Testing will test the prototype within the company employees and record their

Beta testing will involve launch of Beta version of website and will be tested be a sample
of Target users to analyze.
Prototype of product involves two main aspects to be considered1. User friendliness of the website
a. Focus of this aspect would be assessing the level of compatibility that users attain with the
web portal. It will cover following main issuesi. Are customers able to navigate and operate through various stages of designing their dress?
ii. Amount of time user takes to get comfortable through the process of designing?
iii. Is the process to complex for user?
iv. Are their appropriate Help instructions available for users to refer?
v. Users opinion about number of options given to them?
vi. User opinion about pricing of each selection?
2. Efficiency and effectiveness of operation and supply Chain
a. Focus of this level is to perform entire operation and supply chain activities , deliver the
product to customer within stipulated time and check the satisfaction level of customer. It will
cover following points of assessmenti. Is our team able to complete the order within stipulated time limit? This involves ordering and
procuring the assignment from the manufacturing contractors.
ii. Performing and assessing Fit test on test customers.
iii. Assessment of customers satisfaction with design of final product.
iv. Assessment of customers satisfaction with quality of fabric , materials and stitch of delivered
product.
Depending upon Sample customers feedback required changes will be made in the product

STEP 7:- TEST MARKETING

Under this procedure the product will officially be launched in only select cities. Extensive
marketing and promotional activities will be conducted. User reaction and usage pattern of users
will be then studied by our experts team. Feedback will be collected from users about various
aspects of the product. Analysis of all this statistics along with sales data will provide us with an
insight on pros and cons about the product. Analysis will involve aspects such as pricing,
effectiveness of promotion media, short comings of final product and added capabilities that
teat users desired for. Depending on this analysis a nationwide strategy can be devised for
expansion of market.

STEP 8: COMMERCIALIZATION
COMMERCIALIZATION:

Commercialization is the process of introducing new product into the market. The actual launch of the
product is the final stage of new product development. Commercialization incurs highest cost as most
money have to be spent on promotion, advertising and other marketing efforts.
The commercialization process:
WHEN:
As we are launching a new product in the Indian market and entering first we will enjoy the first
mover advantage because of negligible competition and we will get enough time create a hold in
the minds of the customer as well as in the market. There are certain risks involved of not being
accepted by the consumer, but in the introductory stage we have to take risk
WHERE:
We are targeting only the urban females from metro cities who aspires. So, we first target only 3
or 4 major cities where the ratio of online buying is relatively more than other cities. After
creating a hold over there we move to other cities.

TO WHOM:
Urban females aged 20-35 years (SECA1) from metro cities who aspires for customized clothing.
HOW:
We will market our product through billboards, hoardings, advertisement and various promotional
activities like promoting on internet via social networking sites, blogs and emails and by online
and offline campaigns.