MARKETING OF FASHION

SUBMITTED BY :
AJIT KUMAR DAS(BFT/18/322)
MD. AZHARUL IMAM(BFT/18/917)
FIVE LEVELS OF
PRODUCT
 CORE PRODUCT
 GENERIC PRODUCT
 EXPECTED PRODUCT
 AUGMENTED PRODUCT
 POTENTIAL PRODUCT
 SURPRISE GIFT, COUPONS
PRODUCT 1: cosmetics
FOR NEXT PURCHASE

ATTRIBUTES(QUALITY)

COSMETICS
OF THE SET

BEAUTY
ENHANC CORE PRODUCT
EMENT

& ITS INGREDIENTS GENERIC PRODUCT

EXPECTED PRODUCT
COLOUR, APPLICATOR
AUGMENTED PRODUCT
EXTRA COSMETIC INSIDE
POTENTIAL PRODUCT
RELEASE OF SAME PRODUCT IN
IMPROVED FORM
 FUN RUNNING EXPERIENCE

COLOUR, PRINT, STYLE

QUALITY, DURABLE
SHOE, COMFORT

STRONGER FOOT

TO COVER
THE FOOT PRODUCT 2: SHOES
LEG MUSCLES, TO
REDUCE INJURIES

COMPARABLY PRICED

BRAND, EXCHANGE,
FLEXIBILITY IN OPTIONS

IN-BUILT TRACKING DEVICE

 ANSOFF PRODUCT
MARKET GRID
• The ansoff product/ market matrix is a tool that helps
businesses decide their product and market growth
strategy.
• Ansoff's product/ market matrix suggests that a business'
attempts to grow depend on whether it markets new or
existing products in new or existing markets.
ZARA NIKE

AND RELIANCE
 RELIANCE- DIVERSIFICATION
• Reliance industries limited (RIL) is an Indian multinational conglomerate company
headquartered in Mumbai, Maharashtra, India.
• When it comes to large-scale diversification, one needs to look no further than reliance
industries.
• The company has expanded its business portfolio far and wide.
• Reliance owns businesses across India engaged in energy, petrochemicals, textiles, natural
resources, retail, and telecommunications.
• With cash coffers overflowing in its core operations, RIL has no qualms about throwing money
in newer 'businesses of the future'.
• Currently, the company is into power generation, telecom, fertilisers and, more recently, retail.
AND-MARKET DEVELOPMENT
• AND was launched in 1999 in Mumbai.
• And includes well above 1090 points of sale.
• More than 125 exclusive brand store and over 365 stabilished multi brand large format
stores.
• Spread over 105 cities in India like New Delhi, Bangalore, Kolkata, Hyderabad, Chennai,
Ahmedabad etc.
• Its first international presence was in Mauritius with and in the city in 2014.
ZARA- MARKET PENETRATION
• Zara introduce new items every week.
• Tightly controlled factory and distribution network.
• At Zara, items move quickly through the stores and are replaced often by fresh designs.
• The fast fashion approach.
• Effective vertical integration.
nike-PRODUCT DEVELOPMENT
• In this generic strategy, the company minimizes production costs to maximize profitability
or reduce selling prices.
• In the late 1990s, Nike reduced costs and the selling prices of its athletic shoes and other
products.
• This generic competitive strategy helped the company regain its competitiveness,
especially against adidas.
• Nike’s differentiation generic strategy provides unique products.
• For example, the company integrates cutting-edge designs for its shoes.
BOSTON CONSULTING
GROUP MATRIX
The Boston consulting group (BCG) matrix is a simple
tool to
• assess a company’s position in terms of its product
range
• Company think about its products and services
• make decisions about which it should keep, which
it should let go and which it should invest in further.
TOPSHOP BCG MATRIX

• Fashion denim
• Shoes • Cosmetics
• Fashion jersey • Bags
• Unique collection • hats
• Brands(kate/motel)

• Basic denim • Novelties

• Tank top • Underwear
• Kate mess tee • Maternity
• Leggings • Petite
• Leather jackets • tall
MYNTRA
  Myntra.com has kept product prices at
reasonable and pocket-friendly rates to lure
customers and increase its market share. It
has also adopted a promotional policy and
offers several incentives to draw its customers
MYNTRA- to its portal.
 competitive pricing strategy
PRICING  Psychological discounting
STRATEGY  Dynamic pricing- is a pricing strategy in which
businesses set flexible prices for products or
service based on market demands.
 Cash- on- rebate pricing
MYNTRA- PROMOTIONAL STRATEGY

The musical film opens with viewers witnessing anushka pushing a

shopping cart with a man sitting on it, virat.
 It then goes to anushka, walking in style as she comes next to a fashion
billboard, she whips out her smart phone and taps the myntra icon and
scans the floral dress on the billboard. The app throws up the same dress,
ready to be shopped. The film then cuts to virat browsing through various
sneaker options to choose from before he settles on his perfect pair.
 virat is at a game arcade browsing jackets on the myntra app before
settling on one and joining his friends for a game of foosball.
 The film goes back to anushka browsing through lipstick shades and
picking a new favourite before she taps on the myntra insider icon, and is
transported to a place of luxury and royal treatment .
The film goes back to the couple enjoying a moment of fun with a
shopping cart.
MESSAGE CONVEYED
The campaign is inspired by myntra’s vision to offer an online shopping experience for
fashion that is enriching and offers an unmatched user experience with hi-tech features that
go beyond the act of adding items to a cart by delivering the joy of discovery, inspiration,
experimentation and social experience.
The association of bollywood and sports with fashion needs no introduction and hence
having virat and anushka as the face of this new campaign will enable us to build strong
brand salience and establish the joy and convenience of shopping on myntra.
Brings alive the joyful experience of shopping for fashion on the brand’s platform
THANK YOU