R.W.RRent.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

Implementation

Mar

keti

ng

Plan

1. Brief overview of situation

2. R.W.R – the Android App

3. How the app works?

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.

.

Solution?

A Luxury Rental

Destination!

R.W.RR.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 app works ? R.W.R

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

1. Market Overview

2. Target

Marketoverview

▹ 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?

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

Bachelorette party

Weekendspecial

Vacation

Engagement Wedding

Maternity Official party

Birthday Anniversary Ta

rget

ed

Occa

sions

1. Goal

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

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

**Service Providers- Stylists, Fitting experts, Dry-Cleaning department

Competitors

Return policy If a customer faces issues, the dress

can be exchanged for a new one or a

full refund is offered.

Security deposit

An initial refundable amount is charged

from the customers to dissuade any misuse and cover damages.

Customers can make advance

bookings for trial purpose at

minimum rates

Poin

ts -

Of -

Par

ity

• 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.

1. Product2. Price3. Incentives4. Communication5. Distribution

Place your screenshot here

Free Features Exploring various brands

and booking facilities.

Free delivery charges.

Personalized stylist help.

Advance trial option.

RedIs 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

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.

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

Infra

stru

ctur

e

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

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