Advertisement and Digital Marketing

CIA 1

Submitted by:
Ragh Sai 1723026
Varun Shivhare 1723039
Table of Contents

About Clothing Industry ............................................................................................................ 1

About Essentials......................................................................................................................... 2

Segmentation, Targeting and Positioning of Essentials .................................................. 2

Competitors of Essentials ..................................................................................................... 3

Media Communication plan of Essentials ................................................................................. 3

Promotional Strategies of Essentials .......................................................................................... 4

Advertising Schedule ................................................................................................................. 6

Cost breakdown of the Promotions ............................................................................................ 6

Communication tools used by Essentials ................................................................................... 7

About Clothing Industry
Modern fashion and the supporting clothing industry are the result of a shift around the mid-
19th century from made-to-measure to ready-to-wear apparel. You may find the evolution of
the fashion industry intriguing, especially how it generated other industries. These include
name brands and labels, clothing department stores, fashion designers, and fashion magazines.

The popularity of ready-to-wear apparel grew, companies sought ways to distinguish

themselves from other companies. The solution was name brands and these quickly emerged
in the marketplace. The companies established apparel brands that customers grew to rely on
for quality and price ranges. Fashion designers created their own clothing lines and
became industry icons, marketing them to fashion boutique shops and department stores.

The phrase fashion industry often conjures up images of fashion models walking down
runways and fashion photographer camera's flashing to capture the latest couturière
collections. Fashion magazines, fashion illustrators and fashion journalists are part of
the glamourous side of this industry, but there are other often overlooked associated industries.

With the industrial revolution came machinery created to cater to the fashion industry.
Machines were needed to mass produce fabrics to be fashioned into apparel. With these
machines, the ready-to-wear industry was able to launch with confidence in the textile industry
with a booming workforce.

 Machines were designed to spin the fibres and yarns.

 Automated looms were built to weave or knit into apparel fabrics.
 Machines were created to cut the bolts of finished fabric.
 Patterns were created and used to cut the fabrics for sewing.
 Sewing machines allowed seamstresses to assemble the clothing quicker.

Women and men making the best dressed list rank among celebrities and the very rich. The
connection between celebrities and fashion is always evident at galas and industry award
ceremonies. The impact on fashion by actors and actresses is undeniable. An unknown
designer can become a leader in haute couture when a celebrity dons one of their creations.

The fashion and clothing industry is a global commodity. Apparel manufacturing is the largest
of all manufacturing industries. You can explore all facets of this colourful and often
flamboyant industry.

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About Essentials
Essentials, an Indian clothing brand founded by a group of students who have a
common passion: to make great design accessible to everybody and to lead the way
towards a more inclusive and sustainable world.

We aim at creating a convenient and inspiring experience for our customers. Our
brand engages with customers online and as well as in social media and other
creative places. Shopping should be easy and relevant regardless of where, when and
how customers choose to shop. We are also working with the store experience, as
well as developing the presentation and functionalities online
while personalizing our site.

Segmentation, Targeting and Positioning of Essentials

1. Segmentation
Demographic and psychographic segmentation are used for essentials to reach
all their customers. Essentials is spread across India, which means that the
company targets many religions, culture and lifestyles. Therefore marketing
has to be done differently in different areas.
 Segmentation by class: Essentials strategy is to offer high fashion at
low prices typically targeting working class, lower middle class and
students.
 Segmentation by age: The most popular segment is men and women
aging between 15 and 30 years commonly known as generation Y,
ambitious with high buying power.
2. Targeting
The selection of potential customers to whom a business wishes to sell
products or services. The target customer of essentials belong to the group of
fashionable and trendy consumers who see shopping as a social activity
provide pleasure in their daily life, who want to follow the trends without
spending a lot money. The target market for Essentials is for younger people.
Even though essentials offers clothing and apparel for both men and women,
the main target is women.
With their low prices essentials targets woman in the lower middle class and
working class, this is a concentrated targeting strategy.

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 3. Positioning
Essential is an online retailer that is looking to provide consumers with
fashionable, high quality clothing at the best price possible. We offer fast
fashion clothing, in other words from runaway to racks in record time.
Essentials carries clothing in a variety of categories including women’s
casual, men’s business, footwear and accessories.

Competitors of Essentials

Fashion trends keep changing always and the fashion industries move at a very fast pace to
achieve their business goals and objectives. Essentials is making use of the expertise and
considering the current trend in fashion to drive the fashion world to a better tomorrow.
Top Competitors of Essentials are:
1. H&M
2. Zara
3. Uniqlo
4. GAP
5. ASOS
6. Macy’s
7. American Eagle
The reason the above mentioned are the competitors of Essentials is because the business model
is somewhat similar to the above mentioned ones. Essentials is known for its fast fashion and
cheap but quality clothing. Essentials upgrades their racks every 2-3 weeks with new designs
and new items.
H&M and Zara are known for their fast fashion and are the top players in the clothing industry.
They update their racks every 10 days and make sure that the unsold stock are recycled and
used to make new designs.

Media Communication plan of Essentials

We want Essential’s target audience to vie Essentials as a retailer that provides high quality,
fast fashion clothing at affordable prices. We want to align the target audiences’ current
perception of Essentials clothing quality with the consumer’s desire for high quality clothing.

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Our strategies are:

 Stress that quality is not affected by low price

 Incorporate global trend of mobile retailing
 Highlight large variety of trendy clothing options as complete outfits

Following are the tactics to implement the above strategies;

 Create an integrated social media photo competition using Facebook, twitter and
Instagram.
 Establish a loyalty program
 Design a mobile applications that can be integrated into consumers’ shopping
experiences
 Create an open forum to facilitate consumer discussion

Promotional Strategies of Essentials

1. Mobile Application
Going along with the national trend of mobile shopping (Appendix A-1), we feel that
Essentials should expand their current mobile application to include a new custom
shopping experience for consumers. This application will allow users to keep track of
their previous purchases and will use that information to make recommendations about
new clothing that would fit the consumers’ unique style. These recommendations would
show complete outfits including apparel, accessories, and footwear. Consumers must
create an online profile in order to efficiently use the application.
2. Online Profile
Consumers will have the opportunity to sign up for an online profile on Essential’s
website and though the mobile application. Additionally, there will be tutorials on
website on how to sign up. Consumers will be asked to provide basic demographic
information and to take simple style quizzes.
These quizzes will include pictures of Essentials models in Essentials clothes. Each
model will represent a variety of style, and the consumer has the option of choosing
which photos are more appealing to them based on personal style. Additionally, other
individual items of apparel, accessories, and footwear will be updated with the unique
style choice of the consumer. This quiz can be retaken as a many as the consumer would
like to remain up-to-date with the consumers’ ever changing style.

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 3. Loyalty Program
Essentials target market believes that customer service is an incredibly important par fo
the shopping experience. However, customer service through the use of employees can
be very expensive. To keep employee costs low and add the value of customer service,
we believe that loyalty program should be implemented. This loyalty program will
consist of consumer wallet, points earning deals, unique rewards and tiers.
Consumers will have the option to participate in Essentials loyalty program. The
program will be free for consumers and will have guarantee privacy protection. At
checkout time, consumers will be asked if they would like to be involved in Essentials
Plus. If consumer agrees. He/she will be asked to fill out a basic survey asking for
information. The wallet will then be activated and each consumer is given a unique
code.
Consumers will earn points through every purchase they make. Every rupee spent will
be equal to one point. Additionally, there will be days where everything is triple points
or certain categories will be double points. At the end of each season, seasonal
merchandise will be triple points to help get merchandise off the shelves and make room
for the next season’s new apparel. Each tier have a certain number of fays they can
make their own double point day.
This is how the tier system will work:
Tiers Bronze Silver Gold Platinum

Rs. 2k-4k Rs. 4k-6k Rs. 6k- 8k Rs. 8k+

Spending range
Buy one get one. Buy two get two. Buy one get one Triple points on
Benefits
20% off on Bags. 50% off on shoes 50% on 3rd item. accessories

0 1 2 4
Double days
Rs. 200 After 2k Rs. 400 after 4k Rs. 500 after 6k Rs. 600 after 8k
H&M cash

4. Community Forum
In order to engage the target audience, we will develop a new page on the Essentials
website that will integrate different social media channels. This new page will be called
community forum and will be connected our Facebook, Instagram and twitter handles.
The creation of this webpage will initially be promoted on Essentials socials media
channels and company blog. There will be two stages, the first will be a photo
competition and the second will be an open forum for consumers to talk about

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 Essentials clothing and accessories. In order to create an exclusive community feel only
Essentials consumers with online profiles can access the content. This will provide
Essentials with a channel that can be used to directly communicate with the target
audience.
On the forum, consumers will be encouraged to post photographs of themselves or their
friends wearing Essentials clothing and accessories. The idea is to let consumers
express their personal style with the help of Essentials. Participants can promote their
posts by integrating their social media accounts with the forum. Additionally, other
consumers can vote on outfits they like by liking or tweeting the images. The participant
with the most likes and tweets will win a Rs. 5000 shopping spree, along with a post
about his/her experience on the Essentials blog, including photographs of his/her new
outfits (complete with apparel, accessories, and footwear).

Advertising Schedule
The campaign will take place over the course of six months. The tactics implemented in this
campaign have the potential to remain permanent fixtures in Essentials future marketing
campaigns. There will be four stages during the campaign, each strategy will be launched
sequentially.

Stage 1: January- February, Essentials Loyalty program

Stage 2: March- April, Community Forum Competition

Stage 3: May- June, Mobile Application

Cost breakdown of the Promotions

This campaign will require a budget of US$ 1 Million. The funds will be allotted based on
importance of each component on completing the business and communication objectives.

The most important component of this campaign is the mobile application. The mobile
applications seamlessly integrates the rest of the campaign into an entirely new shopping
experience. This will include fees for creating the Application and maintain the mobile
application. Additionally, it will help us reach our objective of increasing sales in all Women’s
apparel categories, along with accessories associated with each other.

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 Budget

10%
20%

40%
30%

Online Profile Mobile Application Loyalty Program Communiy Forum

Moreover, the target audience strongly emphasizes the importance of customer service. In
response, the loyalty program will be the second most important component.

Finally, the community forum webpage and online profile components need to be added and
incorporated into the Essentials retail website. This requires a web designer to create the page
and a set group of employees to monitor the experience survey results, as well as, monitor the
content that participants post to survey for direct contact opportunities. This component of the
web page will aid in increasing Essentials social presence and add to the Essential’s Instagram
and twitter followers.

Communication tools used by Essentials

1. Sales Promotion
The whole objective of sales promotions is to promote Essentials within India and
establish its credibility within the interior industry, as well as boost sales and increase
traffic on website. The strategies are as follows:
 Grand Opening 20% off entire purchase
 Pinterest contest
 Collaboration with influencers and Bloggers
2. Direct Marketing
The whole objective of using this tool is to communicate directly with consumers about
the collection and its assortment of products to generate immediate responses. The

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 rationale behind doing this is to communicate directly with consumers about the
collection and its assortment of products to generate immediate responses.

The following are the direct marketing methods which will be used:

 Direct mail
 Catalogue
 Social Media Sites
3. Internet Recommendations
The whole point of internet recommendations is to create an online presence that is
cohesive to brand imaging to attract consumers. Online advertising will lead to a better
brand presence, leading to increase in traffic on the Essentials site, resulting in an
increase of sales, as well as conversion. The tools used are:
 Websites
 Banner ads
 Email Blasts
4. Public Relations
The main aim is to spread awareness about the introduction of Essentials in India by
doing press releases, special charity events, and collaborating with celebrities and
sponsorships. The rationale behind this is to increase brand loyalty by reaching out to
new customers. The methods used are:
 Special Events
 Sponsorships with other brands
 Charities