GTM Strategy

Abhinandan SinghNishu SainiParth MalikRishubh Satiya

DoMS IIT Roorkee

CONTENTS

• Target Group

• Product Portfolio

• Image Consulting Plan

• Pricing

• Promotion & Marketing

• References

Target Group

Segmentation Based on Age

College Students(18-24)

Gazer

Buyer

Young Working (24-32)

Unmarried

Married

Middle Aged(32-40)

Working

Non-Working

Older(40-50)

GazerDemography and

PsychographicMiddle Class

Low Disposable money

Occasional Buyer Fashion Follower

Shopping BehaviorLooks for discountPrefers Style look

over quality

Young Working(24-32)Demography and

Psychographic

Medium -High Disposable income

Frequent buyerFashion Conscious

Self-Expressive

Buying BehaviorsUNMARRIED

Brand ConsciousTrend Conscious

ExperimentalBalance between style and

price

Buying BehaviorMARRIED

Less ExperimentalShift towards Ethnic

wear

BuyerDemography and

PsychographicUpper Middle Class &Upper Class

Medium disposable incomeFrequent buyer

Fashion ConsciousSelf-Expressive

Shopping BehaviorBrand ConsciousTrend Conscious

ExperimentalBalance between style and price

Middle Aged(32-40)

Demography and Psychographic

High Disposable IncomeMiddle Level Corporate

Balance between Home and office

Appearance and fitness conscious

Buying Behavior

High End BrandsComfort with Practicality

Almost equal mix of ethnic and western wear

Demography and Psychographic

Medium Disposable IncomeInfluenced by

Appearance and fitness conscious

Highly Influenced by trends

Buying BehaviorLooks for bargains but willing

to spend money on qualityDurability and value for

money over styleMostly Ethnic wear

Working Non Working

Older (40-50)

Demography and Psychographic

Very High Disposable IncomeTop level corporate

Confident and MatureFitness and Appearance

Conscious

Buying BehaviorTop luxury Brands

Loyalty to certain brands developed over time

More purchasing from Branded stores than E-

commerceWilling to pay premium for

extra service or quality

Young Working (24-32)

SEO

And

Pro

moti

on Q

uotie

nt

Disposable Income

Low Med High

Low

M

ed

H

igh

College Students(18-24)

Older(40-50)

Middle Aged(32-40)

Prime SEO and Visibility driver

Prime affiliate sales driver

Married-Working-High Disposable Income-High

end products-Low affiliate sales driver

Prime Image Consultation Driver

Niche Market for Image Consultation.

Assumptions

• Women belong to SEC A1 and A2.• Women between 32-50 are married.• Only working and e-commerce using women between 40-50 has been

taken.

Product Portfolio

Jackets Shrugs Sweater/Pullover Blazers

Waistcoat Sweatshirt Poncho/Capes

Long Coats

Women Third layer Clothing Options

Jackets• Jackets, once a simple item, have grown enormously in variety, and now

include designs like the military style, the puffer, the bolero, the fleece, and the blazer.

• Some are very tailored, whereas others are looser and more casual.

Shrugs• Shrugs come in several varieties, such as tie-off, shawl and cropped shrug,

giving women a range of ways in which they can accessorise an outfit.

Sweater/Pullover• Women can look at different styles like the V-neck or crew neck sweater.• They can choose from a number of fibres, including synthetic and natural.

BlazerWhether a woman wants a single, formal blazer for work or a multitude of casual blazers to wear in social settings, she must first familiarize herself with the different style options available such as number of buttons, length and material of blazer.

Waistcoats• Waistcoats come in all forms, shapes and bright colours, different fabrics,

even the denim ones. • It adds a touch of structure to our body and qualifies any outfit that you

wear.

Sweatshirts• Sweatshirts come in a variety of styles. • Many people choose hoodies for the comfort they provide during cooler

weather. However, several modern hoodies are made with alternative materials, styles, and features.

Poncho/Capes• Women’s ponchos come in a variety of styles. Even just one poncho can be

adapted for both dressy and casual occasions.• There are a few limitations to wearing a poncho. It is difficult to wear one as

under a jacket or coat with sleeves, for example.

Long CoatsWomen’s long coats are not only warm protection against the elements, but a fashion statement as well. There are several types of long coats to choose from, including trenchcoats to pea coats.

Source: Data Collected from respective websites

• Jackets

• Sweaters/Cardigans

• Poncho/Capes

• Sweatshirts

• Shrugs

• Long Coats/Overcoat

• Waistcoat

BCG MATRIX

• Blazers

BCG Matrix

• Market Share of different third layer clothing options is inferred by the number of articles available of each on top E-commerce websites(Table on next slide).

• Market growth is inferred and analyzed by sorting each of the option according to the ‘popularity’ sorting option on these websites.

• Women fashion related articles were also referred which have been mentioned in the ‘References’ slide.

Source: Data Collected from respective websites

Product Catalogue across E-Retailers

Image Consulting Plan

Image Consulting Content

Designer interviews Webinars Fashion News

Latest Trends Outfit of the week

Upcoming Fashion events

Live Chat Expert Opinion Audience

Opinion(Honestly now)

Honestly now

• We can have a feature called Honestly now where a user uploads an image of her attire and the audience rates it on a scale of 1 to 10 or weather she should wear the outfit or not .

Online Personal Shopping

Personal Shopping

Mobile App ,Value-added

customized products

Customer will need to send a body shot if form of a fitting outfit

A head Shot. A picture from the top of your shoulders and up

Customer will need to define a budget to work with

Customer will receive surprises at doorstep that will suit their figure and refine their style

Customer will have a current wardrobe with out having to spend time in stores.

1 appointment: closet analysis, fit, colour analysis

E-workbook with customized fashion tips and reference photos

OPTIONAL: If customer is looking for a

fun afternoon of shopping n need girl time and need an unbiased honest and professional opinion.

Help you identify what where and how to shop.

Give you the low-down on how to accessorize, dress to flatter your shape and select outfits that will have you excited to get dressed in the morning.

A Color analysis will be done. To decide which colors suit the customer and their workplace/hobbies .

Definition of signature style and tips on how to arrange wardrobe.

Multiple Appointments for personnel shopping with style coach.

Create a lookbook for customer. Here each outfit we style will be captured with a picture and will be sent to customer afterwards.

Multiple appointments

Online Service Private Services VIP Services

Services on Offer!

Pricing

Pricing Strategy

Aggregator Model

Sponsored Reviews

Sponsored Advertisements

• We can generate revenue for the website through the aggregator model by two ways

1) Individually register on networks like Flipkart and start an association with the network. Revenue will be generated when a lead purchases the product suggested by the website .

This is a long process and thus a cookie is generated for a validity of 30 days. The payout is done 4-5 days after the Transaction is successful. The commission for the lead generated is more if the person is not an existing customer of Flipkart and is a new registration

Aggregator Model

Network New Customer Existing Customer

Flipkart 14% 8%

Amazon 15% 15%

Infibeam 5% 5%

SnapDeal 20%(Up to a maximum amount of 1250)

20%(Up to a maximum amount of 1250)

Tradus.com 12% 12%

Here is the list of most popular networks in India we can target and be a part of their affiliate program . Given below are the commission these networks pay on Apparel for each purchase which is generated by the lead sent from our website.

2) The second method to generate revenue is to register on Network aggregator. A network aggregator has a list of merchants who are a part of the affiliate program. Here we can choose from a list of merchants and also the product we would like to promote. A list of the products we can promote and the respective commission earned on the product is put in a concise format. Also by using a network aggregator we can a target a list of merchants through one portal. Thus having all the data available in one window and all the payments issues are handled by the network Aggregator.

Example : CommisionJunction.com

• Since the usp of the website is going to be providing useful content to its Customers. We Can get in touch with premium luxury brands like Gucci ,Armani, Hugo Boss and write a sponsored an article on the trendiness and style quotient of their jackets.

Sponsored Review

• Get in touch with major fashion brands for third layer clothing and ask them to advertise on our website as we have the right target Market.

• We can charge the advertisements by 1. Cost Per Click2. Cost per impression 3. Cost per order

Sponsored Advertisement

Promotion &Marketing

MARKETING ACTIVITY: • Creating blog • Posting articles on various free content websites like ezinearticles.com,

freesticky.com with a link to our website

TIME REQUIRED: Need to do this activity on a regular basis. 2-3 blogs can be written per month and the same can be posted at free content websites.

EXPECTED COST: Rs 10000-15000 per month

EXPECTED TRAFFIC: Initially visit rate of 100-200/month and later growth rate depends upon quality of content and proper targeting.

BENEFITS:Driving traffic to our siteInspire referralsCreates brandHighlight our USP i.e. experts consulting in dressing

CREATING AWARENESS

Creating awareness Generating leads Converting to customers

TESTING We need to continuously test our website and content on following points and improve upon them:CONTENT TEST:• Which words are bringing readers to our content• What content is bringing visitors to our site• Which content is being read by what kind of person• On which websites we shall put our content

WEBSITE TEST:• What activities are being done by visitors at our site• From which page visitor leaves the site• How many clicks it needs to buy a product

CREATING AWARENESS

Creating awareness Generating leads Converting to customers

MARKETING ACTIVITY:• Creating facebook page • Initially get paid 10,000-15,000 likes• Posting abstract of the content of blog and then leading them to

websiteTIME REQUIRED:After getting paid likes, we need to concentrate more on the content and improvement of experience of visitors of our site.

EXPECTED COST:For paid likes: Rs 2000-3000Need to hire a facebook page handler which may cost around Rs 20,000-30,000

BENEFITS:Initial likes will give a reputed imageIncrease in traffic to website

CREATING AWARENESS

Creating awareness Generating leads Converting to customers

MARKETING ACTIVITY:Getting our articles and interviews of our experts printed in the magazines and newspapers read by our target market

TIME REQUIRED:Only after significant visits and improvements on our website and facebook page, we shall go for this step. Also it needs a lot of research in properly targeting the media.

BENEFITS:It helps in exactly hitting the target market.People trust more easily on print ads as it doent lead to spam.We can request special ad positioning.These ads have longer life span.High reach prospective.

CREATING AWARENESS

Converting to customersCreating awareness Generating leads

MARKETING ACTIVITY:• Publishing a newsletter every month• Giving free subscription • Asking for their mail idEXPECTED COST:Either the hired blogwritter can do so or other source might cost Rs 5,000-10,000 per newsletter

BENEFITS:Provides opportunity to promote any new content/service at our websiteEmails are easy to be shared with friendsKeeps customer engaged with usEncourage interaction from the side of customer and leads to acknowledgement of our true customers

GENERATING LEADS

Converting to customersCreating awareness Generating leads

MARKETING ACTIVITY:Making videos where content can be

Introduction of our customers to our fashion and image consulting experts New trends and fashion shows

EXPECTED COST:Each video making can cost Rs 5000-10,000 depending upon the content

BENEFITS:Engagement of visitorsQuick delivery of messageGives personality to our companyMake our experts or content reliableStrenghten the bond with our visitors

GENERATING LEADS

Converting to customersCreating awareness Generating leads

MARKETING ACTIVITY:• Create and use testimonials• Conducting voting ( This activity utilizes the herd mentality of

people. We can always make people to just for one dress between the two and then show the results, this will attract more customers)

EXPECTED COST:Its cost can be adjusted in the website development cost. ( no exact data available for cost)

BENEFITS:Make our website look innovativeTestimonials encourage buyingEstablish trust among buyersWe can leverage our voting option for getting more compensation from clothing selling websites

CONVERTING TO CUSTOMERS

Converting to customersCreating awareness Generating leads

References

1. Target Group • Live Mint article on 60 millions women in India are online:Google Study• Association For Consumer Research: Segmentation of Women's Market Based on Personal Values and the Means-End Chain Model: a

Framework For Advertising Strategy.• Bplans :Women's Clothing Boutique Business Plan.• experian.co.uk :fashion segments handbook females(pdf)• Mintel article on Top of the online shops: online fashion clicks with 70% of Brits

2. Product Portfolio • http://www.indiaretailing.com/Fashion/7/1/83/12318/The-Wintewear-Market-in-India• http://www.fashionunited.in/news/fashion/chill-brings-cheer-to-winter-wear-business-250120123066• http://www.ebay.com/gds/The-Complete-Womens-Jacket-Buying-Guide-/10000000177630032/g.html• http://www.ebay.com/gds/How-to-Wear-a-Shrug-/10000000177319115/g.html• http://www.ebay.com/gds/Your-Guide-to-Buying-Hoodies-From-Ebay-/10000000177206448/g.html• http://www.ebay.com/gds/Womens-Poncho-Buying-Guide-/10000000177631129/g.html• http://www.ebay.com/gds/Long-Coat-Buying-Guide-/10000000177629946/g.html• http://www.ebay.com/gds/Womens-Blazer-Buying-Guide-/10000000177632496/g.html• http://makeupandbeauty.com/the-waistcoat-trend/

3. Image Consulting Plan• http://www.fashiontranslated.com/services/

4. Promotion & Marketing• http://cdn2.hubspot.net/hub/53/file-13208212-pdf/docs/small-business-social-media-ebook-hubspot.pdf

“Women like their money right where they can see it: hanging in their closets!”