marketing project

1. R.W.R
Rent.Wear.Return
A Marketing plan for an Android App

2. A woman faces two
problems everyday:
1.Nothing to wear
2.No room for all clothes

3. Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation
MarketingPlan

4. 1. Brief overview of situation
2. R.W.R – the Android App
3. How the app works?

5. Brief
overview
of
situation
 Today’s woman wants to look and feel her best.
Many aspire to be clad in designer wear or luxury
brands but fail to do so because of exorbitant rates.
 With changing times, woman like celebrities, do not
want to wear the same clothes from their wardrobe.
They prefer to avoid wearing the same dress at
parties, events and outings.
 Woman rarely discard clothes, as they remember
the monetary value of each purchase, resulting in
less space for new clothes in their wardrobe.

6. Solution?

7. A Luxury
Rental
Destination!
R.W.R
R.W.R is an app for woman who want to
look good and spend smart.
It offers a wide range of branded & designer
clothes and allows customers to rent the
luxury apparel at approximately one-tenth
the retail price in market.
With simple rental and return policy, R.W.R
is an ideal place to rent your dream wear at
unbelievable prices.
New Day. New Wear. New You!

8. How the
app works ? R.W.R

9. Select your
dream wear.
Use the measuring
guide to get the perfect
fitting dress.
Select 4/7 days
rental period.
Buy the designer
wear on rent.
Return the dress
within the rental
period in a pre-paid
box provided.
Your outfit will be
delivered before the
day you want to wear it
1.
Shop for your
desired brand
2.
Find the best fit
3.
Select the
delivery date
4.
Return the dress

10. 1. Market Overview
2. Target

11. Market
overview
 The premium woman’s wear market is a 9,000
crore segment, about 6% of the 1,40,000 crore
woman’s apparel market.
.
Let’s discover how top
brands and designers
position their products
in marketplace!

12. ETHNIC
WEAR
Maximum
price
Minimum
price
Maximum
price
Minimum
price
SUITS 1,25,000 4,960 1,00,000 23,500
SAREES 1,45,000 14,500 1,75,000 90,000
LEHENGAS 3,99,900 17,990 3,85,000 40,000
KURTIS/GOW
NS
55,990 2,130 2,60,000 9,990

13. WESTERN WEAR Maximum
price
Minimum
price
Maximum
price
Minimum
price
SHIRTS/TOPS 3,695 695 10,900 1,490
TROUSERS 3,295 1,097 14,900 1,990
SKIRTS 3,695 995 7,990 990
DRESSES 3,495 1,695 23,000 2,990
Why buy when you can borrow?

14. Customer Target
1.Demographic
 Age : 18-45
 Gender : Woman
 Income : Lower- middle and Middle
class
2. Geographic
 Cities : Delhi,Mumbai,Hyderabad
3. Psychographic
 Lifestyle : Modern outlook
 Preferences : Western & Ethnic wear
Business Segment
1. Demographic
 Industry : Brand outlets and
designer stores
2. Geographic
 Cities : Metro cities

15. Bachelorette
party
Weekend
special
Vacation
Engagement Wedding
Maternity Official party
BirthdayAnniversary
TargetedOccasions

16. 1. Goal

17. September’16
App Launch in
3 cities
December
3 brands
+1000 users
April
5 brands
+3000 users
1st fiscal year
10 brands
+5000 users
2nd fiscal year
15 brands
+10,000 users
3rd fiscal year
 New target market - men
 Expansion in other cities
 Partnership with more
international brands
 +50,000 users

18. 1. Target Market
2. Value Proposition

19. Customers want to experiment
and try different styles without
any regret of purchasing a wrong
costly product.
Consumers end up wearing the
same clothing or replicas from
neighbourhood stores or
shopping malls.Desire for unique
dressing exists!
Woman today want to look their
best even during their maternity
period.They want comfortable
dresses of best quality and brand.
Weddings and special events
invove blocking money in clothes
that are worn only once in a
lifetime.
Customers Needs/Wants
*** These needs are fulfilled by the facilities offered by R.W.R app.

20. Collaborators
**Service Providers- Stylists, Fitting experts, Dry-Cleaning department

21. Competitors

22. Return policy
If a customer faces
issues, the dress can be
exchanged for a new
one or a full refund is
offered.
Same
geographic
areas/target
market
covered.
Security deposit
An initial refundable
amount is charged from
the customers to
dissuade any misuse and
cover damages.
Hygiene
Each garment is
dry-cleaned, steam
pressed before
every delivery.
Customers can make
advance bookings
for trial purpose at
minimum rates
Points-Of-Parity

23. • A link will be provided for each product where the customers
can recheck the actual retail price of the item from the
brand’s actual website.
• To get the best possible fit, customer can enter the
measurement details of their size to get the selected wear
customized.
• R.W.R provides branded apparels in the maternity wear
section also.
• Customers can add one backup size dress along with their
order for hassle-free dressing.
• There is an option of getting help from personal stylist who
will assist the customer in selecting the right dress.
R.W.R
Points - Of - Difference

24. E garment are
All the garments will
be professionally dry
cleaned & steamed
before every wear.
Customers can enter
their size details to help
fitting experts resize their
dress accordingly.
Get one-on-one attention
and find the right brand
and style from R.W.R’s
stylist.
Buy it if you love it.Customers can add a
back-up dress in their
order or book for advance
trial for hassle-free
dressing.
The dress will be
picked from the
customer’s place after
the end of the rental
period.
Customercan exchange
their dress for a new
one or get full refund in
case of any issue.
Value Proposition - Users
Strong customer support
through mails, calls and
messages.

25. Value Proposition - Collaborators
The brand’s visibility gets
increased in the target
market through online
presence.
The collaborators can track
the brand’s performance
and get updates depending
on the number of clicks on
their products. .
Upcoming designers can
promote their brand through
advertisements, articles and
blogs in the app’s
advertising section.
Collaborators can engage
closely with the customers
through the app and cater to
their needs/requirements.

26. 1. Product
2. Price
3. Incentives
4. Communication
5. Distribution

27. Place your screenshot here
Free Features
 Exploring various brands and
booking facilities.
 Free delivery charges.
 Personalized stylist help.
 Advance trial option.

28. Red
Is the
color
of
blood,
and
becaus
e of
Premium Features
• Security deposit only on high-priced ethnic wear.
• Personal visit by fitting experts to take measurement
details for ethnic collection.
• Customers can buy a monthly package of any 3 pieces and
keep them for a month. Exchange of 1/2 items for something
new within the period is possible.
• Collaborators can track the details of their brand purchase,
get regular updates and get updates from the number of
clicks on their brand products.

29. Price
Rent price : 10-15 % of the brand’s retail cost. Prices
may vary depending on the type, model and brand.
Security deposit : 50% of the rent price is charged
which gets refunded if the dress is returned without any
major damage.
5% of the rent price is charged for each extra day
beyond the rental time period.
The partnership details between W.R.W and designer
brands can be decided only after extensive analysis.

30.  Word of mouth marketing
 Blogs
 Social media groups and communities
 Connection with college ambassadors of leading fashion institutes.
 Promotional video on YouTube.
 Featuring the brand in female gatherings, fashion show events and by
sponsoring celebrity wear to promote the brand.
Communication

31. Incentives
 A discount coupon is credited in the customer’s account
everytime when the customer’s referral code is used by another to
place an order.
 Special offer for customers who order in bulk for different
programs of wedding and other events.
 No security deposit on western wear for customers who have
more than 10 items in their order history.
 Collaborators get concession after listing beyond a certain level
of items in their brand category.

32. The Android app will be distributed on the following platforms-

33. 1. Infrastructure
2. Implementation schedule

34. Finance Team
Operations Team
Marketing Team
Logistics Team
Technical Team
Infrastructure

35. App testing, Official Launch and press release
Prepare editorial calendar with date of release of news, announcements and
promotional activities.
Promotion of the app on all social media networking sites, featuring of the
app’s teaser on Youtube and creation of blog posts
Getting featured on major app review sites, pushing notification updates
through mails and messages and updating the features of App.
Developing strategies to maintain customer retention and growth, focus on
new target market and expansion by collaborating with other major brands.
Implementation Schedule

36. Recap