Case_study_based on digital marketing of cloths.pptx

Case study on marketing

1. Market Analysis I ndu stry A n a l y sis I ndu stry A n a l y sis I ndu stry A n a l y sis I ndu stry A n a l y sis Dishwasher Industry Analysis : Global and Indian Perspective USD 0.55 b n USD 0.64 b n Dishwasher Market in India Market Analysis Market Analysis 2023 2028 Time, Water, Energy Efficiency Challenges Drivers Sales Channel Labor Saving Hygiene and Sanitization Cost Saving Over Time Reliability and Durability Dishwasher is inoperable in absence of electricity Not suitable for fragile items High initial cost & maintenance Pre-Rinsing requirement for heavily soiled dishes negate labour & time saving benefits Lack of space in the Kitchen Lack of space in the Kitchen

2. I ndu st ry A n al y sis M a r ke t A n al y sis G T M Stra te g y Innovations F i n a n c i a l V ia bil i ty Execu t i v e S u mmary Porter's Diamond - Market Attractiveness Test Primary Research Findings Yes Our Primary research suggests that although consumers are willing to shift to sustainable fashion, they don't want the cost of purchase to rise exorbitantly. Also, when compared with other parameters that consumers keep in mind while making purchases, sustainability takes a back seat, with other factors dominating the decision making process. This suggests that parameters like Comfort, Fit, and Value must be prioritized while designing sustainable clothes in order to reach the maximum consumers and generate maximum value. No of respondents: 7 2 Male: 38 Female: 31 Transgender: 3 The majority (95.8%) of respondents do not own dishwashers, with 41% citing cost as the main deterrent, and 23% preferring manual washing . Challenges faced by manual washers includes time consumption(41%), water shortages and stain removal difficulties (21%), Hygiene concern(17%) Despite these challenges, 87.5% express interest in owning a dishwasher in the future Firm strate g y , structure a nd ri v alry Dem and c ondi t ions Fa c t or c ondi t ions Related & supporting industrie s Porter's Diamond Theory of National Advantage helps a firm entering a new market to analyze the competitive landscape. It emphasizes the competitive advantage an industry or business has over competitors. Presence of suppliers providing quality component R&D collaboration with university & technology institute Market segmentation and brand positioning Existence of competitive company in market Regulatory environment that encourages fair competition Industry Analysis Availability of skilled labour Innovation in production & design of dishwasher No Rising disposable income Increasing awareness of hygiene Growing customer demand for time-saving appliances

3. I ndu st ry A n al y sis M a r ke t A n al y sis G T M Stra te g y Innovations F i n a n c i a l V ia bil i ty Execu t i v e S u mmary Servicable Obtainable Market to grow at a CAGR of 40.61% S AM S O M T A M C U S T OM E R P R O F I L I N G Busy Professional Budget Conscious Eco-friendly Future Ready T A M , S A M , S O M f o r S t y le X & C o . i n $ m n Apparel constitutes 82% of the fashion market in India. Primary surveys and secondary research show that ~64% of customers are willing to purchase sustainable apparel products. T A M : T o t a l A dd r e ss a b l e M a r k e t R e f e r s t o tota l pos s i b l e d em an d fo r th e market Th e fas h i o n r e t a i l i ndu st r y S A M : S e r v i c e a b l e A dd r e ss a b l e M a r k e t R e f e r s t o sp e cifi c au di e n c e fo r y o u r product/offering Cu st o me r s w i l li n g t o pu r chas e s u st a i n a bl e fas h i o n p r oduc t s S O M : S e r v i c e a b l e O b t a i n a b l e M a r k e t R e f e r s t o t h e p r o p o r t i o n o f S A M t h at t h e comp a n y c a n obt a i n Th e a tt a i n a bl e m a r ke t s h a r e b y t h e company through their offerings $8 5 b n i n 202 2 to $19 b n i n 2026 $5 4 b n i n 202 2 to $12 2 b n i n 2026 $ 1 1 m n i n 202 2 to $4 3 m n i n 2026 Anjali Demographics: Age: 32 Family: Married + 2 children Monthly Income: Rs. 80,000 Pain Point: Time constraints due to a demanding job. Yash Demographics: Age: 40 Family: Married + 3 children Monthly Income: Rs. 68,000 Pain Point: Value for money and long-term cost savings. Aarushi Demographics: Age: 28 Family: Married +1 child Monthly Income: Rs. 1,20,000 Pain Point: Environmental concerns related to water usage. Industry Analysis Shashwat Demographics: Age: 25 Family: Married Monthly Income: Rs. 1,50,000 Pain Point: Lack of Awareness but express future interest.

4. I ndu st ry A n al y sis M a r ke t A n al y sis G T M Stra te g y Innovations F i n a n c i a l V ia bil i ty Execu t i v e S u mmary E xper i m e n t e r D isc o un ts t h r o u g h s o ci a l me d ia cam p a i g n e ng a g e m e n t Custo m e r Profile Strategic Obje c t i v e s A w a r e n es s Consid e r at i on and Decision Experience Recommendations Lo y al i st Defe ct o r Capti v e C reate Pre-r e l eas e c on s u m e r bu zz; Brand promotion through this segment; First on target while entering a new market L e v er a gi n g s o c i a l me d ia influencers and targeted advertisements Create FOMO effect for consumers to latch on the new trend Price-sensitive, hence lure with complementary offerings I n cr eas e Cu st o m e r L ife - T i me V al u e Pla n ta bl e p ack a g in g to lure them Understand pain points and i n cr eas e c u st o m e r sat i sfa c t i o n Try to convert into LOYALIST Understand reasons for dissatisfaction Minimize customers fal li n g i n t h is se g me n t Off lin e st o re p r o m o t io n s Promotion through office engagements Lo y alty p r og r a ms Collaborate with 3rd-party apps Focus on Comfort, Quality and Variety as reflected in primary survey Incremental increase in online and offline ex p e ri e n c e t o kee p t h em i n te r est ed Analysis of customer fee d b a ck and re v i e w s C lear c o mm u n i c a t i o n on upg ra d e s i n c u st o m e r journey and value addition Create seamless o m n ic h a n n e l ex p e ri e n c e with real time feedback incorporation of the c on s u me rs a t e v ery step I n c orp o r at e tec h no lo g i ca l t oo ls like A R /VR to let them experience our offerings before placing the order Pri n t - on - d e m a n d f o r customization; Pattern recognition from feedback; Are they buying from other sustainable brands? Or not buying sustainable products at all? Increase awareness on enhanced technological experience, differentiated product offerings, and s u st a i n a bl e c on s u m p t io n Solving Customer Pain Points at each step of the Consumer Journey Industry A n al y sis

5. Market Analysis I ndu stry A n a l y sis I ndu stry A n a l y sis I ndu stry A n a l y sis I ndu stry A n a l y sis Bran d s Market Share Partnership Customer Satisfaction 46.4% 34.63% 11.63% 1.83% 0.88% High High Medium Low Low Satisfactory High Satisfactory Unsatisfactory Poor High Satisfactory

6. Market Analysis T A M SAM T A M $112 b n i n 202 2 $56 b n i n 202 2 $2 b n i n 202 2 Market Analysis I ndu stry A n a l y sis I ndu stry A n a l y sis I ndu stry A n a l y sis I ndu stry A n a l y sis Market A n a l y sis - Increasing Digital Adoption - Mobile-First Approach - Security Concerns Porter's Diamond Theory of National Advantage helps a firm entering a new market to analyze the competitive landscape. It emphasizes the competitive advantage an industry or business has over competitors. Fa c t or c ondi t ions Demand c ondi t ions Firm strate g y , Structure and rivalry Related & Supporting Industry - Innovation Focus, Global expansion - Strategic Alliances -Regulatory Compliance - E-commerce Integration - Financial Services Integration - Investment in technology - Network Connectivity - Data Security Expertise Porter's Diamond - Market Attractiveness Test

7. Customer Personas For New Target Segment Struggling Youth Segment Features The Social Connector - Sarah (Age: 22) : a 22-year-old college student majoring in social sciences. Tech-Savvy Traits: Heavy smartphone user, actively engaged on multiple social media platforms. Financial Behavior: Values discounts and rewards for socializing, dining out, and splitting bills The Budget-Conscious Tech Enthusiast - Alex (Age: 24) : a young professional working in the tech industry Tech-Savvy Traits: Regularly explores financial apps for budgeting and investment opportunities. Financial Behavior: Prefers apps with advanced budgeting features and investment insights and personal finances. The Minimalist Explorer - Jordan (Age: 21) : dropout pursuing a freelance career in photography and travel blogging. Tech-Savvy Traits: Uses smartphones primarily for photography, content creation, and travel planning. Financial Behavior: Seeks a straightforward app for easy expense tracking and travel-related payments. Values secure and hassle-free digital transactions. The Financial Learner - Taylor (Age: 20) : is a part-time student and with a keen interest in financial literacy. Tech-Savvy Traits: Uses smartphones for learning about personal finance and investments. Financial Behavior: Prefers apps that provide financial education resources. Enjoys setting and tracking financial goals through digital platforms.

8. Customer looking for payment app that provide faster payment, wealth creation, manage travel expenses and financial education Visa differentiates its offerings in fashion through offline payment, investment in stocks, financial education NEED Decision Making Customer searche s on various app like phonepay , Googlepay , Option Evaluation Checks available options from va r i ous c ompet i t o r s ; c ompa r e s based on priority parameters Purchase Stage Post- Purchase Stage Intention-Action gap bridging solutions to be implemented in different channels Defined and user-friendly re t u rn/ e xc hange poli c i e s . Robust customer care mechanism Planted trees tracking mechanism for customers Offline Payment system User sent payment request through message. OTP will generate to validate transaction Can increase rural customer base Nifty 50 , Gold investment Best SIP Funds Top saving funds Wealth Creation Travel-Centric Features: Introduce features specifically tailored for travelers, such as easy currency conversion, travel budgeting tools, and exclusive travel-related discounts. Wealth Creation

9. Variable cost NPAs cost Interests Customer acquisition cost Revenue Cost Interest Income Non-interest Income* Fixed cost No of customers Existing Market Value per customer New Market Others Trade Services No of products Rent Maintenance cost Employee efficiency Employee salaries Blue outline Profits for a Bank

10.   Y1 Y2 Y3 Y4 Y5 Total sales 225 293 380 494 643 Market Share 0.45% 0.50% 0.56% 0.62% 0.69% Revenue Revenue (3.5% of cost of car) 196.9 255.9 307.1 368.6 442.3 Fixed costs Store Rent (Pro-rata) 15.0 15.0 15.0 15.0 15.0 Website development & Hosting 5.5 0.5 0.5 0.5 0.5 Marketing 10.0 10.0 10.0 10.0 10.0 Salary expense 60.0 60.0 60.0 60.0 60.0 Miscellaneous 5.0 5.0 5.0 5.0 5.0 Total fixed cost 95.5 90.5 90.5 90.5 90.5 Variable costs Cost of working capital 56.3 73.1 87.8 105.3 126.4 Car washing & repairs 45.0 58.5 70.2 84.2 101.1 Sales comission 22.5 29.3 35.1 42.1 50.5 Delivery, discounts and rides 11.3 14.6 17.6 21.1 25.3 Total variable cost 135.0 175.5 210.6 252.7 303.3 Total cost 230.5 266.0 301.1 343.2 393.8 Net profit -33.6 -10.1 6.0 25.3 48.5 Assumptions: Luxury used car market is 60K cars with CAGR of 17% and 30% YoY growth in sales numbers Spinny Premium is launched in Delhi, Mumbai & Bangalore at beginning of Year 0 Average acquisition cost of mid-premium luxury cars is Rs. 25 lakhs for Spinny . Margin on mid-premium luxury car is 3.5% and interest rate on working capital is 6% Cash to cash cycle is 60 days for Spinny Premium(24 days for Spinny ) Sales commission chargeable at 10K/car delivery & complementary rides cost Rs. 5K/car Conclusion: The project is feasible over the five-year window considered. Major cost drivers are working capital, car washing, repairs and maintenance. Sensitivity to interest rates of working capital may be one area of concern in the long run. Financial Analysis for Premium Segment 5 years