Marketing Plan for an Android AppR.W.R

▹ With changing times, woman like celebrities, do not want to wear the same clothes from their wardrobe.. It offers a wide range of branded & designer clothes and allows customers to re

Rent.Wear.Return

A Marketing plan for an Android App

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

clothes

Executive Summary Situation Analysis

Goal Strategy Tactics

1 Brief overview of situation

2 R.W.R – the Android App

3 How the app works?

▹ 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.

Solution?

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!

How the

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

4

Return the dress

1 Market Overview

2 Target

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!

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/GOWNS 55,990 2,130 2,60,000 9,990

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?

 Lifestyle : Modern outlook

 Preferences : Western & Ethnic

Bachelorette

party

Weekend special

1 Goal

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

1 Target Market

2 Value Proposition

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.

Collaborators

Competitors

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/targe

t 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

• 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

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.

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.

Place your screenshot here

Free Features

 Exploring various brands and booking facilities.

 Free delivery charges.

 Personalized stylist help.

 Advance trial option

Is the color of blood, and because of this it has histori

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

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

 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

 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.

The Android app will be distributed on the following

platforms-1 Infrastructure

2 Implementation schedule

Finance Team

Operations Team Marketing Team

Logistics Team Technical Team

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

Recap

Created by Avani Jain, NIT Raipur, during a marketing internship

under Prof Sameer Mathur, IIM Lucknow.

Sameer Mathur

Indian Institute of Management,Lucknow

DISCLAIMER