Marketing Plan for an Android AppR.W.R

R.W.R 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 Marketing Plan Executive Summary Situation Analysis Goal Strategy Tactics Implementation Brief overview of situation R.W.R – the Android App 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 so because of exorbitant rates ▹ With changing times, woman like celebrities, 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? R.W.R is an app for woman who want to look good and spend smart R.W.R A Luxury Rental Destination! 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 Shop for your Find the best fit desired brand Select your dream wear Use the measuring guide to get the perfect fitting dress Select the delivery date Select 4/7 days rental period Buy the designer wear on rent Return the dress Your outfit will be delivered before the day you want to wear it Return the dress within the rental period in a pre-paid box provided Market Overview Target Points - Of - Difference R.W.R • To get the best possible fit, customer can enter the measurement details of their size to get the selected wear customized • 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 • There is an option of getting help from personal stylist who will assist the customer in selecting the right dress • 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 Value Proposition - Users All the garments will be professionally dry cleaned & steamed before every wear The dress will be picked from the customer’s place after the end of the rental period Customers can enter Get one-on-one attention their size details to help and find the right brand fitting experts resize their and style from R.W.R’s dress accordingly E garment stylist are Customers can add a back-up dress in their order or book for advance trial for hasslefree dressing Strong customer support through mails, calls and messages Customercan exchange their dress for a new one or get full refund in case of any issue Buy it if you love it 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 Collaborators can engage closely with the customers through the app and cater to their needs/requirements Upcoming designers can promote their brand through advertisements, articles and blogs in the app’s advertising section Product Price Incentives Communication Distribution Free Features  Exploring various brands and booking facilities Place your screenshot here  Free delivery charges  Personalized stylist help  Advance trial option Premium Features • Red Is the wear color of blood, Security deposit only on high-priced ethnic and because of this it has histori • Personal visit by fitting experts to take measurement details for ethnic collection • Customers can buy a monthly package of any 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 Communication  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 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- Infrastructure Implementation schedule Infrastructure Technical Team Marketing Team Operations Team Logistics Team Finance Team Implementation Schedule Prepare editorial calendar with date of release of news, announcements and promotional activities App testing, Official Launch and press release 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 Recap DISCLAIMER Sameer Mathur Indian Institute of Management,Lucknow Created by Avani Jain, NIT Raipur, during a marketing internship unde Prof Sameer Mathur, IIM Lucknow [...]... Customers Needs/Wants Customers want to experiment and try different styles without any regret of purchasing a wrong costly product Woman today want to look their best even during their maternity period.They want comfortable dresses of best quality and brand Consumers end up wearing the same clothing or replicas from neighbourhood stores or shopping malls.Desire for unique dressing exists! Weddings and special... their size details to help and find the right brand fitting experts resize their and style from R.W.R’s dress accordingly E garment stylist are Customers can add a back-up dress in their order or book for advance trial for hasslefree dressing Strong customer support through mails, calls and messages Customercan exchange their dress for a new one or get full refund in case of any issue Buy it if you love... 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 Collaborators can engage closely with the customers through the app and cater to their needs/requirements Upcoming designers can promote their brand through advertisements, articles and blogs in... 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%... Stylists, Fitting experts, Dry-Cleaning department Competitors Points - Of - Parity Hygiene Each garment is dry-cleaned, steam pressed before every delivery Same geographic areas/target market covered Customers can make advance bookings for trial purpose at minimum rates Security deposit An initial refundable amount is charged from the customers to dissuade any misuse and cover damages Return policy... the brand in female gatherings, fashion show events and by sponsoring celebrity wear to promote the brand 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... 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 Communication  Word of mouth marketing  Blogs     Social media groups and communities Connection with college ambassadors of leading... issues, the dress can be exchanged for a new one or a full refund is offered Points - Of - Difference R.W.R • To get the best possible fit, customer can enter the measurement details of their size to get the selected wear customized • 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 • There is an option of getting... various brands and booking facilities Place your screenshot here  Free delivery charges  Personalized stylist help  Advance trial option Premium Features • Red Is the wear color of blood, Security deposit only on high-priced ethnic and because of this it has histori • Personal visit by fitting experts to take measurement details for ethnic collection • Customers can buy a monthly package of any 3 pieces... Engagement Maternity Weekend special Anniversary Birthday Wedding Official party Vacation 1 Goal September’16 April App Launch in 3 cities 2nd fiscal year 5 brands +3000 users December 3 brands +1000 users 15 brands +10,000 users 1st fiscal year 10 brands +5000 users     3rd fiscal year New target market - men Expansion in other cities Partnership with more international brands +50,000 users 1 Target Market