[DOCUMENT TITLE]

Marketing Strategy

FEBRURAY 24, 2019

SUBMITTED BY:

Team: Bottom Line

Ayushi Dhall H016
Ragahv Bansal C010
Tanmay Bajpai C008

Batch of 2020, SBM, NMIMS Mumbai

Contents
EXECUTIVE SUMMARY .................................................................................................................. 2
INTRODUCTION................................................................................................................................. 2
DATA COLLECTION ......................................................................................................................... 2
METHODOLOGY ............................................................................................................................... 3
OFFLINE STRATEGIES ................................................................................................................ 3
1) The Moms’ Talk .................................................................................................................... 3
2) Santa Week ............................................................................................................................ 3
3) Designer showcase ................................................................................................................. 3
4) Bundling/cross selling ........................................................................................................... 3
5) Database creation .................................................................................................................. 4
6) Promotional sales .................................................................................................................. 4
7) BTL......................................................................................................................................... 4
8) ATL ........................................................................................................................................ 4
9) Store expansion ..................................................................................................................... 4
10) Sponsoring festive events .................................................................................................. 4
ONLINE STRATEGY ...................................................................................................................... 5
1) Create Instagram Page ......................................................................................................... 5
2) Macro Influencer Marketing ............................................................................................... 5
3) Give Away Week ................................................................................................................... 5
4) Website update ...................................................................................................................... 6
6) Hotstar Ads ............................................................................................................................ 6
COSTING .............................................................................................................................................. 7
TIMELINE ............................................................................................................................................ 9
TAGLINES ............................................................................................................................................ 9
FUTURE PROSPECTS AND INVESTMENTS ................................................................................ 9
REFERENCES .................................................................................................................................... 10

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EXECUTIVE SUMMARY
We did primary and secondary research to understand the apparel buying behaviour of Indian
customers. After going through the case of Options Fashion Mall, we understood that the store needs
more visibility and also needs to update its content on website. For this, we have suggested some
offline and online strategies to increase the footfall at the stores. For costing, we have done all the
calculations by taking optimal numbers.

INTRODUCTION
The future for the Indian apparel industry looks promising, buoyed by strong domestic
consumption. With consumerism and disposable income on the rise, the retail sector has
experienced a rapid growth in the past decade with the entry of several international and
domestic players.

While considering apparel as a functional purchase, the urban consumers also see apparel as a
form of self-expression. They consider it as a reflection of their personality and status. In an
attempt to remain up to date with the latest fashion trends, urban consumers get influenced by
their social circles, Instagram feeds etc.

DATA COLLECTION
 Basic information collected from Google Form results.
1. Sample size - 63 respondents
2. Respondents are local residents of Mumbai

Gender Ratio of the Age wise breakup of

surveyed sample the sample

Percentage of
Shopping preference
people aware of the
Of people
Options Brand

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  Store Visit
 Interviews of the store employees
 Internet sources

METHODOLOGY
According to our research/data collected, we found that people are not aware of the
store/brand. So, there is a need to invest heavily on promotions and online marketing so that
our main aim to increase the store’s top line is achieved. Other methods to achieve the
objective are to increase the footfall, increase average ticket price and popularity of the store
(Branding)/awareness. We are dividing this into following three segments:
1) Offline Strategies
2) Online Strategies
3) Sponsorship and Promotional offer

OFFLINE STRATEGIES
In offline strategies, we can do the following things:
1) The Moms’ Talk - We can organize a small talk/event on pregnancy and motherhood
followed by High Tea in Green Bell and Baby Bell. We will invite would be mothers
and the new moms. Post the talk, all these women will get to shop kids wear or
maternity clothes at a much-discounted price. This will increase the footfall of the
women buyers and will also increase the visibility of these two stores.

2) Santa Week - For Green Bell, the store can partner with hospitals where it can
recommend would be moms and new moms to buy maternity clothes and kids wear
from Options Brands. In the month of December during the Christmas Week, Baby
Bell can gift one set of Kids Wear to all the new born babies. This will be a
promotional activity to increase the Brand’s awareness among the decision makers
i.e., parents.

3) Designer showcase - Partner with artists or designers to host events in the store. It
could be a designer showcase. This will give store an opportunity to draw in more
traffic by:
a) Offering customers something unique
b) Leveraging the audience of like-minded people to grow the store’s fan-base
c) Growing store’s relationships with individuals and organizations in the nearby
community

4) Bundling/cross selling – Purchase for 8,000 and more and get 20% off on shopping
from Baby Bell /Green Bell / Boy London. Customers can purchase/select clothes of
these stores using iPad installed at the billing desk. This discount will valid only if the
customers make the purchase then and there only. Customers can request for store
pickup or home delivery for clothes selected through the iPad.

If they do not wish to avail the above offer, they can buy another product from
Options store only but at 5% discount

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5) Database creation – We can collect email ids, phone numbers and names of the
customers who visit the store. We can also collect the online feedback of the
customers when they leave the store
a) This will help us to identify the reasons of not shopping (if the customer did
not purchase anything) and the reason for less ticket sale
b) Customer’s email id and phone number will help us to keep our customers
better informed about the promotional offers via email and text messages

6) Promotional sales – Right now Options stores have sales offers in just three months.
We can extend the sales offer in different festive season like Dusherra, Ganesh
Chaturthi etc. We can introduce the concept, where in customer will buy shopping
bags of different amount like 5000 and 10,000. In a shopping bag of 5000, the
customer will get to buy 4 clothes which will be of the range 1500 to 2000. The
customer can buy clothes of worth Rs 6000 - Rs 8000 by spending just Rs 5000. This
will increase the average ticket price, as a customer who generally comes to buy 1-2
clothes will end up buying 4 clothes. Similarly, in shopping bag of Rs 10,000,
customers can buy 4 clothes of the range of 2500-3000.
We can have a tagline for this promotional offer as –
“This Time Don’t Shop Clothes, Shop A Shopping Bag”

7) BTL –
Options store can hire different sales executives to distribute pamphlets in the nearby
societies where the stores are located. This will help to increase the store’s visibility
and also create awareness about the latest offers running in the store

8) ATL -
Humour based advertising on billboards with children as major players in the story.
Mumbai has one of the slowest moving traffics in India. This gives a lot of time and
opportunity to the advertisers to draw commuters’ attention through advertisements
on hoardings, uni-poles, bus shelters and skywalks.
We are proposing a Letter height 36 inches on a 50W*20H hoarding, which gives a
time of 4 seconds to read at 60mph. We are expecting an increase in the footfall by
20% in the first year

9) Store expansion – At this moment, we should not invest in opening a new store as
the cost of 5000sq ft commercial shop in Kharghar, Navi Mumbai is Rs 40 crore, as
per the data gathered from www.99acres.com . In future, we can consider the option
of Navi Mumbai for geographical expansion as property rates are lower than those in
Mumbai and it might also increase footfall from the residents of that area

10) Sponsoring festive events - Company can sponsor big events like Ganesh Chathurthi and
Dandiya night. These Events have average footfall of 20,000-30,000. In the pre event
promotion, we will offer a flat 10% discount to the attendees of these events, on the shopping
of 10,000 and above (Discounts are capped to Rs 10,000). Participants can shop from any of
the four brands’ store, just one week before the event starts by showing the event pass. This
offer will be valid till the event ends

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ONLINE STRATEGY
1) Create Instagram Page - As the Options store does not have any Facebook and
Instagram page, so for gaining footfall we have to advertise on these social media
pages. We plan to start with Instagram page, by creating one account for all the four
stores, which will basically show the different kinds of apparel available in these
stores and all the promotional offers available. We will have a minimum of 1 or 2 post
per day to engage the audience on the daily basis

2) Macro Influencer Marketing - We can have macro influencer marketing for our
stores every quarter, this will help us to increase reach of the brand to their followers.
We will contact one influencer (with 1 lakh + followers) every 4 months. We will
contact different influencers to reach a wider audience.

3) Give Away Week - Once we have decent number of followers, around July 2019, we
can have the following activity on our Instagram page:

Instagram Give-Aways on one product from each category.

Houseofmisu Options -
Fashion Mall is giving away
this beautiful gown. All you
have to do is comment why
you want this dress. Also tag
your 3 other friends and use
the hashtags
#OptionsFashionMall
#OptionsGiveaway.
The showroom price of this
gown is 33,650/- and one
lucky winner will get this for
free. Hurry!

Its_meeee Woww. This dress is

lovely

Style_diva Love this dress!

1) This giveaway will go on for a week in the month of July

2) Once the Instagram page is ready and the basic content has been updated, we will
contact influencers for a Give-Away week. Each day a simple contest will be held
wherein Options will give away an apparel for free to one lucky winner. The
influencer will wear the dress and post a picture on his/her Instagram account. The
same post will be shared by the Options’ account. All people have to do is
comment on the post that why do they want this dress and tag three other people
and use the hashtags #OptionsFashionMall #OptionsGiveAway. This process will
drive traffic to the Options Instagram account

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 3) This contest will be for
a) Women’s ethic wear – 1 day
b) Men’s ethnic wear – 1 Day,
c) Women’s western wear - 2 days
d) Men’s western wear – 1 day
e) Accessories for women – 2 days

4) The 7 lucky winners can visit the stores to collect their dresses. They will be asked
to wear that dress and post the picture on their personal accounts. They will have
to tag Options Mall and talk about the store and apparel collection in their status.
This will help in further increasing the online visibility of the store

4) Website update - We also need to update our shopping website by incorporating all
the apparels/collections available on the store, should be displayed on the website.
This will increase the traffic on the website, as of now, website shows a limited
collection, so consumer perceives that the store apparel variety is less (as per our
primary research)

5) DIGITAL PERSONAL SHOPPER/STYLIST

a) Customers can book a stylist online through the Options website.
b) This stylist will be for ethnic wear or for special occasion apparels.
c) It will be of chat bot format.
d) Customers can enter their requirements and a stylist will be assigned to
him/her. As per the requirements, the stylist will suggest the apparels or
accessories. He/she will send the links of the dresses to the customer. The
customer can add the desired dresses to her cart and select a slot for
visiting the store according to his/her convenience and the stylist’s
availability. The customer will get to experience a hassle-free shopping
as he/she won’t have to wait in the trial room or billing queues. The
customer will get a dedicated attention from the stylist.
e) This will be free of cost for the first two visits. We will take feedback from
the customers about their experience. Accordingly, we will make changes
to the process. Post the first two visits, the customers will be charged for
booking the stylist. The cost will vary depending on the purchase made by
the customer

a) For a purchase of less that 5000/-, customer won’t be charged

b) For a purchase of 5000/- to 10,000/-, customer will be charged
an extra 500/- for booking the stylist
c) For a purchase of 10,000/- to 20,000/-, customer will be
charged an extra 1000/- for booking the stylist
d) For a purchase of above 20,000/-, customers will be charged an
extra 2000/- for booking the stylist
6) Hotstar Ads - Advertisements related to marriage and creating a connection between
two families could be a theme of an advertisement on an online platform like Hotstar.
This will help to target all the age groups and create awareness amongst them

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COSTING

1) OFFLINE STRATEGIES COSTING

We have done the costing of those strategies which required major investment
a) Database Creation – With an assumption that Options store has a CRM
software available with them, we just need to train our employees who can run
the CRM software and use it for text and email marketing.
We can train one employee in each store
i. Cost of training one employee = Rs 10,000
ii. Total cost = Rs 10,000*5 = Rs 50,000

b) For the pamphlet distribution, we will have two executives who will be hired
on need basis
i. Executive hiring cost = Rs.10,000
ii. Printing pamphlets = Rs 150 / 1000 pages
iii. We will print 10000 pamphlets so, total cost = Rs 1150
iv. We will distribute pamphlets twice a year in different locations
= Rs 1150*2 = 2300
v. Cost for three years (year 2019, 2020, 2021) = Rs 2300*3 = Rs 6900
=~ Rs 7000

c) For tie up with the hospitals for Green Bell stores, special discount for mothers
coming from selected hospitals (which are in our list) = Rs 75000 per hospital
on average
Tie up with 2 hospitals = Rs 75,000*2 = Rs 1,50,000
Assuming 12 babies are born per day in a hospital and taking an average price
of Rs 2000 of a set of kids wear, gift cost = Rs 2000*12 = Rs 24,000
For 7 days, Dec 25 to Dec 31, cost = Rs 24,000*7 = Rs 1,68,000
For 2 hospitals, total cost of gifts = Rs 1,68,000*2 =~ Rs 3,40,000
Total cost =~ Rs 5,00,000

d) Considering footfall of all stores is 90,000 per year, so footfall per day per
store =~ 50.
i. Assuming, 20% of 50 avail the shopping bag scheme = 10 people
ii. On an average discount given on shopping bag = Rs 2500/person
iii. Cost of offering the scheme to 10 people = Rs 2500*10
= Rs 25,000
iv. Scheme is for 10 days, before Dussehra = Rs 25,000*10
= Rs 2,50,000
v. Similar sale for the year 2020 and 2021 = Rs 2,50,000*3
= Rs 7,50,000

e) Cost of hoardings:
One 50W*20H hoarding = Rs 8,00,000
10 Hoardings (5 hoardings for each store) = Rs 8,00,000 * 10 = Rs 80,00,000

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 f) The Moms’ Talk event in Baby Bell and Green Bell:
Per event cost = Rs 2,00,000
For 2 stores (Baby Bell and Green Bell) = Rs 2,00,000*2 = Rs 4,00,000
For 3 years = Rs 4,00,000*3 = Rs 12,00,000

g) Sponsoring festive events:

Cost for sponsoring one event = Rs 10,00,000
Assuming, 5 % of footfall of the event turns up for availing the store discount
= 1500
Cost of giving discount to 1500 people = Rs 1000*1500 = Rs 15,00,000
Total cost = Rs 25,00,000

2) ONLINE STRATEGIES COSTING

a) Cost of running ads on Instagram:
Instagram has a click rate of 0.8% as compared to Facebook’s 0.6%
Considering that Instagram often has up to 10 times the engagement of
Facebook, we are likely to get far better results from Instagram ads
We will invest heavily on Instagram ads for initial few months
Monthly expenditure on Instagram ads for first 6 months = Rs 20,000*6
= Rs 1,20,000
b) Cost of Instagram Give-Aways:
(giving away dresses for free to the lucky winners)
Women’s ethnic wear = Rs 33,000
Men’s ethnic wear = Rs 15,000
Women’s wester wear = Rs 2500*2 = Rs 5000
Men’s wester wear = Rs 2000
Accessories for women = Rs 5000
Influencer cost:
A Macro Influencer with 2 lakh followers = Rs 75,000 per post.
= Approx. Rs 5,00,000 for 7 posts
Total cost for one year (July and November) = Approx. Rs 6,00,000*2
= Rs 12,00,000
c) Cost of influencer marketing:
i. Average cost of influencer per post = Rs 75,000
ii. 10 post/quarter during discounts and festive season = Rs 75,000*10*3
iii. For 3 years = Rs 6,75,000

d) Cost of Digital Stylist:

Hire a freelance developer to make changes to the existing website.
Development cost = Rs 10,000
Maintenance cost to ensure smooth running of the service = Rs 2,000/month
For 2 months = 2,000*2 = Rs 4,000
Total cost = Approx. Rs 15,000

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 e) Cost of Hotstar Ads
According to the Media Ant, a video of 11-20 sec for All India coverage gets
around 2 lac views and costs around Rs 60,000
We plan to show this add for 3 times during a show or a movie during the
months of August to October (as this is the month when people buy wedding
costumes).
Total cost = Rs 60,000 * 3 * 80 = Rs 14,400,000
Total Cost: Rs 2,94,17,000

TIMELINE

TAGLINES
Options Store:
 Never run out of Options
 Only Option for your Fashion
Baby Bell:
 No age to fashion
Boy London:
 Style that makes you smile
Green Bell:
 Moms, Embrace Your New Phase.

FUTURE PROSPECTS AND INVESTMENTS

Post December, 2021
1) Sponsorship – Options store can engage with different events in colleges etc, this will
help us in spreading awareness among people about the brand. We can sponsor
different event like dandiya nights which will help in to gain footfall to the store
2) Opening a new store or renovating the existing one, such that all the four brands are
integrated in one store, this will provide a one stop solutions for the customers,
especially for family shopping
3) Float marketing corporate projects in B Schools.

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REFERENCES
1) https://optionsfashion.com
2) www.ibef.org
3) www.99acres.com

THANK YOU

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