Round Submission SareeStealers Merged

8/3/2019 Round Submission SareeStealers Merged

1/13

BACKBONE:Integrated Marketing

Communications Strategy

Saree Stealers (XLRI, Jamshedpur)

Riddhi Mazumdar | Souvik Halder


2/13

THEME | Brand Extensions

Gender: WomenAge group: 22-35 years

Demographic: Sec A

Occupation: Employed

TARGET SEGMENT

A full range of dressing for women who are at ease in whatever role sheportrays

THEME

For the uberwomanTAGLINE

Smart evening wear for the Careerist, professional woman

Mainly 3 types of wear:

Formal: Suits, blazers, skirts

Day: Fresh colors, accessories predominant Evening: Flowing, elegant

PRODUCTOFFERING

Elegance to go with the successful and premium billing of Backbone

Accessories, color assortment and the formal, day & evening wear collection

Attractive to the elegant and fashion conscious woman of today who

juggles her time amidst different roles

BRAND SALIENCE


3/13

THEME | Brand Extensions

Gender: MenAge group: 22+ years

Demographic: Sec A

Occupation: Employed

TARGET SEGMENT

Range of smart formal & semi-formal wear for that sophisticated edge evenin the most unexpected of situations

THEME

For the Best first impressionTAGLINE

Smart dressing:

Business casuals | First day at work | Date | Office parties

The main driver of purchase will be WOM from women and fathers

Also initiate the gifting mentality in the festive season( Christmas/ yearend)

PRODUCTOFFERING

Casual yet not crass

Sensitivity with youth

The multi faceted modern day man

BRAND SALIENCE


4/13

TOUCHPOINTS | Media Choice Rationale

9:00~9:30@ Office

9:30~12:00Work

12:00~13:30 Lunch with

colleague /friend

13:30~17:30 Work,

AfternoonTea

17:30~21:00 -Have a

dinner /home/ gym

21:00-23:00Relax athome &

sleep

6:00~8:00 -Get up, dress,make up, HH

chores,Breakfast

8:15~9:00Leave home

and go to

office

OOH / bus

ad / radio/

cellphone/CD/iPod

Office/

Elevator

LCD

Internet /

cellphone/

MP3/ OOH/

magazine/

newspaper

Mobile/

OOH /

WOM/

TV/

Wash

roomTV

/magazine/

newspaper/

internet/chat/

DVD/CD

Radio /TV /

news-

paper

Internet / Mobile/

MP3/ OOH/

magazine/

newspaper

Source: TGI

OOH/gym

caf/radio/

Cell-phone/chat


5/13

MEDIA | Channels chosen

TELEVISION

WHY?

High degree of reach to both Target Segments

WHEN?

Based on daily touch-point routine of an average Executive:

Primetime (daily soaps)

News at night (post 10 p.m.)

WHERE?

Women Wear: on channels like Star Plus (daily soaps/ movies)

Mens Wear: news channels

Movies: e.g.: Corporate (Business-related movies | Women in corporate environment)

HOW?

Advertisement on television

Product Placement in Movies | Serials


6/13


MAGAZINES

WHY?Good readership among the Women

segment

WHEN?

Once every month

WHERE?

Fashion magazines: e.g.:Cosmopolitan

HOW?

Print advertizements showcasing

latest trends and designs

NEWSPAPER

WHY?

High degree of reach to both TG

WHEN?

2 x Month (1stQuarter)

1 x Month (2nd, 3rd, 4th Quarters)

WHERE?English Dailies: e.g.: Times of India

HOW?

Ads revolving around the emotionalconnect

Men : Sensitive modern man

Women : elegant power dressing


7/13


ONLINE

WHY?

Post-purchase Brand AssociationBuilding

WHEN?

Constant presence

WHERE?

Facebook page, Google AdwordsHOW?

Search string manipulation

Drive female traffic who search fordresses

Stress on the mens wear on the site

Potential point of WOM generation

HOARDING

WHY?

Great visibility

WHEN?

Constant presence

WHERE?

Main thoroughfares in metropolitan cities

HOW?

Roadside visibility while traversing/neartraffic signals to ensure high visibility


8/13

MEDIA | Timeline

Television(medium with pulses)

Newspapers(medium with pulses)

Hoardings

Magazines

Online (imedium with pulses)

Television (low withpulses)

Newspapers (low withpulses)

Hoardings

Magazines

Online (ilow with pulses)

Television (medium with pulses)

Newspapers (medium with pulses)

Hoardings

Magazines Online (medium with pulses)

Television (intensive)

Newspapers (intensive)

Hoardings

Magazines Online (intensive)

1stQuarter

2ndQuarter

4thQuarter

3rdQuarter

RATIONALE

Stage 1: High Intensity Phase:Build Awareness | Capture Share of Mind | Enter Consideration Set

Stage 2: Medium Intensity Phase:

Reinforcement of Brand Message | Initiating Purchase Action

Stage 3: Low Intensity Phase:

Focus on Online media | Continuing Brand Association Post-purchase


9/13

MOCKUPS | Womens Print Ad

BACKBONE

A full range of

dressing for women

who are at ease

In whatever roleshe portrays

For the Uber

Woman

The Winter Collection 2011-12: In Stores Now

BACKBONE

A full range of

dressing for

women who are

at ease

In whatever role

she portrays

For the Uber

Woman



10/13

MOCKUPS | Mens Print Ad

BACKBONE

Range of smart

formal and semi-formal wear for that

sophisticated edge

Even in the most

unexpected of

situations


For the Best First

Impression


11/13

MOCKUPS | Mens Video Ad | Storyboard

Impeccably dressed young man turns up for work for his

first meeting

Makes a kickass presentation and is applauded by one

and all, including his boss

Scene shifts to an informal gathering of his boss andother high ranking superiors in a

Boss spots his prodigy of the morning among the crowd

The young man is still dressed smartly, and is boss is

impressed, despite being so surprised

Backbone Providing the best first impression in every

situation


12/13

MEDIA | Expense Sheet

Media Spend - Women's Apparel Promotion Media Spend - Men's Apparel Promotion

TV

13%

Newspaper

2%

Magazines

3%

Movie

placement

33%

Bill Boards

48%

Online

1%

TV

15%Newspaper

2%

Movieplacement

34%

Bill Boards

49%

Online

0%

Total Media Spend 120,833,600 Total Media Spend 118,929,600

Total Expenditure

(combined) (INR)239,763,200


13/13

Thank

YouBACKBONE

Round Submission SareeStealers Merged

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