koovs presentation

Outline

1. Overall market2. Competitor Analysis3. Dipstick survey4. Positioning statements

The Online Fashion and Lifestyle Ecosystem A GLANCE

Online Fashion and Lifestyle in India

• Current market size: –Rs.2,000 Crores

• Annual Growth rate: –35%

• Number of Internet users in India: –121 million

• Users opting for online purchases: –Around 50% and growing every year

Reasons for growth of online shopping

• Enhanced Connectivity

• Social Media / Word of Mouth

• Customer is King

• Choices, choices and more choices

Industry target group:

Common Fears•Lack of trust Fear of losing their money by having to pay upfront

•Unsure about quality of products•Fear of not having a place to replace / exchange a product in the event of a problem, if any.

Individuals who do online purchase transactions

Individuals who transact primarily on travel sites (Airlines and IRCTC)

Offline shoppers (who are scared of shopping online)

Types of formats

• Deals

• Premium / Luxury brands:

• Specialty

• Invite Only

• Other

Competitor Analysis

Marketing Strategies• Positioning– An experience even better than ‘real-life’ shopping

• Registration Offer• Online Ads• Social Media– Facebook (648K likes)– Twitter (2,100 followers)

• TV commercials – http://www.youtube.com/watch?v=C4msgKTQVMc– http://www.youtube.com/watch?v=VPjvZjZdZ6w

Marketing Strategies• Positioning– Delivering lifestyle

• Registration Offer– Upon registration, Jabong gives coupons worth Rs. 2000/-, can be

used in four installments of Rs. 500/- each, on transactions of Rs. 1500/- each.

• Extensive usage of online ads• Social Media

– Facebook (233K likes)– Twitter (11,721 followers)

• TV Ads– http://www.youtube.com/watch?v=00PLAWgVlGQ

Active interaction on their FB page and even on private blogs

http://realbeautywithtaps.blogspot.in/2012/03/beware-of-jabongcom.html

https://www.facebook.com/myjabong

• Premium and Luxury brands

• Website features:– Compare– Slideshow– Video catalogue– Look book– Express Shipping

Marketing Strategies• Positioning:– A premium online fashion experience

• Referral Program• Registration Offer– Register and get Rs.1000 vouchers

• Youtube videos– http://www.youtube.com/watch?v=5hCFTzrpTko– http://www.youtube.com/watch?v=KEi6fHnR9GQ

• Social Media:– Facebook (166K likes)– Twitter (33 followers)

Marketing Strategies• Positioning– Your style. Your expression.

• Social Media– Facebook (153K likes)– Twitter (846 followers)– YouTube Videos

• http://www.youtube.com/watch?v=BYqeOSrM48s

• Tie-up with KKR :– Casual Wear Partner with KKR

Marketing Strategies• Positioning:– Shoes that suit your mood

• Digital Advertising • TV Ads

– http://www.youtube.com/watch?v=2f-7rLkU5zw

• Social Media– Facebook (137K likes)– Twitter (1126 followers)

Marketing Strategies• Positioning: – World class destination for the Indian-

inspired luxury lifestyle


Marketing Strategies• Positioning:– ‘World’s First Global Lifestyle Brand from India’.

• Promotions: Join and get 20% off • Youtube Videos

– http://www.youtube.com/watch?v=oZ4fSU09PRk

• Tie ups with cricket celebrities (M S Dhoni, Harbhajan Singh and Lisa Haydon)


Marketing Strategies• Positioning:– We bring designers to you

• Register and get 10% off on first purchase• Social Media– Facebook (3,945 likes)– Twitter (25 followers)– YouTube Videos

• http://www.youtube.com/user/OUTLETWise/videos

Consumer Research

DIPSTICK SURVEY

LOCATION-BANGALORENUMBER OF RESPONDENTS: 20

Objective

• To get a better understanding of the of awareness and perception of the public towards online shopping.

Overview

Designation: Working ProfessionalsAge group : 21-27 years

Total respondents: 20 people • Men: 5 • Women: 15

Shopping habits

Have you tried online shopping?

Why not?

If COD and a good return policy were available, would you try online shopping?

What online shopping websites have you heard off?

How often do you shop online?

How was your online experience?

Insights

• Majority of respondents:– Impulse shopping– Deals are a big deal– Good service is now an expectation

• Top reasons for not shopping online: – Skepticism

• Clothing shown on website isn’t the same• Using a credit card online

– Touch/feel factor is important– Sizes aren’t standardized

Insights

• Top of mind for online shopping– Flipkart, Jabong, Myntra

• Online shopping– Impulse behavior (Variety wins over brands)– Happens during the day at work. – Can get addictive. Some ship orders to work to avoid showing it to

their parents/boyfriend/husband– A stress buster– Won’t replace the experience of shopping– First experience is very important– Detailed info about product – Love the variety and convenience

MYNTRAAn experience even better than ‘real-life’ shopping

JABONGDelivering lifestyle

FASHIONARAA premium online fashion experience

SHERSINGH‘World’s First Global Lifestyle Brand from India’.

PERNIA‘India’s first true fashion website”

Positioning Statements

STRICTLY FOR WOMEN

YOU WONT GET IT ANYWHERE ELSE

IT 'S LIKE SHOPPING IN PARIS

LOOK SEXY

BE THE WOMAN EVERYONE WANTS TO HANG AROUND WITH

MEN-FREE SHOPPING

NOW IN INDIA

NOW IN INDIA

STRICTLY FOR WOMEN

MEN-FREE SHOPPING

LOOK SEXY

IT'S LIKE SHOPPING IN PARIS

YOU WONT GET IT ANYWHERE ELSE

BE THE WOMAN EVERYONE WANTS TO HANG AROUND WITH

THANK YOU

koovs presentation

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