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Team

Zenith
Eshan Kapoor
Gourab Ray
Sunny Vaswani
Tejas Shah

NMIMS, Mumbai
Agenda
Industry Research Inventory Communication
Analysis and Findings and Planning for campaign for Objectives
Market Insight online product
Performance Generation channels attributes 1. Target Segment and Focus Group Analysis
2. Roadmap to move online with VH Innerwear
3. Marketing Mix for online channels
4. Analysis of success parameters for E-commerce
Marketing 5. Marketing Plan for the targeted consumers
Research Analysis of
Plan for 6. Marketing and Promotional campaigns targeted at
Design and factors for
consumer communicating product attributes
Methodology success in
E-Commerce conversion

Go To Market Strategy: Online

Industry Analysis
Price Segment wise Market Share Analysis
Mens Innerwear Market Size and Growth

3% 6% Luxury
4% 8%

2015

2020
14% 30% 15% Super-Premium 24%
CAGR
Premium 18%
Medium 18%
25% Economy
21% 28%
Low
Column2

Key Takeaways: The Mens Innerwear market is expected Key Takeaways: The Premium and Medium categories exhibit the most amount of growth
to grow at 14% CAGR till 2020 with huge opportunities
Insight Derivation: Focus area for Van Heusen Innerwear should be in these two segments

Sources: Galleria Intima Whitepaper on Innerwear, PwC, Technavio


Research Design
Primary Research Secondary Research
Research Type Objective Sample
Category Sources
Characteristics
1. Shopping Patterns WARC, Euromonitor, Galleria Intima,
Qualitative 2. Purchase Roles
N=153 Market Reports
Consumer Forum Reports, Ambit Capital
3. Channel Preferences
Demography: Research NSSO reports, Census Reports, RAI reports,
1. Decision Influencers Reports KPMG, FICCI
2. Brand Equity 1. SEC-A,B
Quantitative 2. Ages- 17-47
3. Promotional channel Economic Times, afaqs.com, Hindu,
3. Metros Others
inferences Businessline, Brand Equity

Research Methodology
Young professionals/students
(17-25)
Hypothesis
Interviews and
on decision Making
Corporate Executives (Above questionnaire process
25-30) Insight generation and
recommendations
Online Sales and
Factor Analysis of Key Insights
Promotion Plans

Interview of people at Online Expansion Strategy Secondary Research


MBOs in Mumbai

Online Campaigns and Digital Competitor Analysis


Key Drivers
Research Findings
Finding Category Character Traits Decision Influencing Parameters Channel Preference (Multiple Responses allowed)

Consider it an
unnecessary Shape and
63% Need based
buyer
expenditure to invest
in something that is
Fit
Brand
not visible to others
Fabric
Innerwear is not a Impact Analysis of Communication Channels (Multiple responses allowed
Design
37% Aspirational
buyer
utility product but
pay importance to Price
the fashion instinct Discounts
Multiple Responses Allowed for this question
Aim: VH Innerwear must target communications
at the aspirational buyer and convert need based Takeaway: Focus on Shape, Fit and Fabric in the
buyers to aspirational buyers for its products product and communication campaigns

Quantitative Analysis for Hypothesis Testing


Statistical Analysis for decision influence parameters Brand Equity Analysis (VH Innerwear V/S Jockey)
Key Takeaways for focus Key Takeaways for focus
Model used: Eviews 9.5 SV
Findings from the model:
Shape&Fit, Fabric and Brand
could explain 55% of the
decision influences

Regression equation to predict


decision:

0.673*Shape&Fit + 0.44*Fabric +
0.35*Brand

Source: Primary Research Findings, Team Analysis, Aakers Brand Equity Model, Eviews 9.5 SV
Customer Segmentation and Targeted Positioning
Age group: 21 45 years Unconventional High Aspirational
distinctiveness
Key Focus
Income: Upper middle class, rich
classes Low The focus of the line
Centrality of VH Innerwear is
Brand and image conscious; Clued to position or reach
High the aspirational
into latest fashion segment with high
Centrality
distinctiveness
Sports and Outdoor Oriented and high
centratility
Value Derivation: A combination of Low
Mainstream
Peripheral distinctiveness
comfort, brand and fabric

Behavior Analysis Consumer Pen Picture

25 year old graphics designer based out of Mumbai 32 year old software consultant from Bangalore & is
always surrounded by friends
He loves art, travel and experimenting with new food
He loves Salsa, photography and is a party animal
He is extremely fashion conscious and loves French
While he owns a car, he loves biking around Bangalore
and Italian brands for their simplicity and cutting edge with his wife while going on photography trips.
fashion
He loves bold prints and colors on his innerwear and
He wants his innerwear to be an integral part of his sees innerwear as an intimate part of his newly married
daily fashion and not just serve the utility purpose life.

Sources: Primary Research Findings, Team Analysis


E-Commerce Channel for Sales: Key Drivers and Challenges
Competitive Benchmarking (Online Channel)
Drivers: Competitor Analysis on the basis of Competitor Analysis on the basis of
1. Increased mobile and internet penetration presence product mix (in INR)
2. Increase in disposable income in the TG
3. Availability of measurement apps online Amazon Flipkart Myntra 100-200 200-350 350+

Challenges:
1. Inventory range and availability
2. Technical Issues
3. Difficulty in choosing due to lack of
touch

Inventory and Product Mix for the Online Channels


Opportunity Cost Reductions in the Online Channel

Online Cost Breakup (% rev.)


Offline Costs: Key Components Key Success Factors (Online)

1
Cost of Goods Sold: 58%

Rental Cost: 23% Aim


Aim at
at reduction
reduction
21%
of
of Acquisition
Acquisition
Costs
Costs online
online
40% Employee cost: 9% channels
channels
7%

7% Customer Acquisition Cost: INR 500 Increase


Increase
Engagement
Engagement toto
3%
Reduce
Reduce
2
12% 11% Dependence
Dependence onon
COGS Discounts
Discounts
Discounts
Logistics/Invesntory/Warehousing/Packing
COD+Payments Gateway
Free Shipping
Manpower Synergies
Synergies in
in
Cost of Acquisition (1500 per customer) Logistics
Logistics and
and
3 Inventory
Inventory
management
management
Key cost Driver: Customer acquisition Key Cost Driver: Rental Cost

Cost reduction through Omni-channel synergies & better engagement

Van Heusen Stores and outlets retailing in VH products can be simultaneously used as fulfillment centers to reduce time and
costs

Sources: Zinnov Report, Team Analysis


Communication Campaigns for the Targeted Group
Our communication campaigns are aimed at our Target Group and to capture consumers through the stages of the A-T-R framework and the AIDA

A A
model
Objectives: To create awareness about the brand with respect to benefits, needs and to create an interest by creating
sufficient PODs with respect to the competition

Attention

Awareness
Eshan your campigns I
Interest

T D
Objectives: To create purchase intent and motivate for product trials and convince customers that the desire from the
product will be met

Desire
Trial Eshan your campigns

R A
Objectives: To create situations of repurchase by meeting customer expectations and by translating them into the
purchase action

Repurchase Eshan your campigns Action


Other Campaigns on Social Media Channels

Instagram Facebook

YouTube
Sunnys Slide
1. Quick Dry and Flexi Stretch