Anupama: The marketing plan for Android App

AnupamaThe marketing plan for

Android App

Anupama is leading fashion brand exclusively dealing with ethnic women’s wear with self

stylised designs and patterns and also in house furnishings.

Executive Summary

Anupama aims at providing best quality, cheap and unique fashion for its consumers .

It targets its users through its exclusive boutiques.

With great success in its women’s fashion segment, Anupama has moved into home furnishing accessories which has earned a huge revenue for the company.

1)$- - Cheap Fashion

2 ) B e s t Q u a l i t y Clothing for Women

3)Stores in all Leading cities

4)Products according to demographics of nearby place

Company

Market

Operating market

Retail fashion market for women and for home décor lovers.

Product Lines1) Kurtis

2)Suits

3)Bottoms #plazo #legging #jagging

4)Sarees

5)Furnishings #Bed sheets #Crockery #Small Furniture #Décor accessories

Opportunities1) Extend its products for other consumers segments like men and kids

2)Collaborate with other high end manufacturers.

3)Enter into other streams such as footwear and grooming.

4) Connect to its consumers in a more amicable and realistic manner.

Threats1) fakes & replicates

2 ) C o n t i n u o u s innovation needed

3)Maintaining low p r i c e s d u r i n g slowdowns.

4 ) A v a i l a b i l i t y o f fashion alternatives in market

Target consumers

Women>>Urban Dwelling>>Cheap Fashion>>Ethnic Lovers

Home décor>>Mostly Women>>Cheap Home Accessories

Deliver brand value to consumers by providing cheap and best quality clothing.

Generate revenue by minimising net margin and maximising sales.

Produce new stock in short durations giving new choices and brand new designs.

Capturing Market Through Collaborations

Dalia furnishings

Leading manufacturers of bed

sheets and carpets

Tex-styles

Exclusive manufacturers of ethnic kurtas with designer necks and Indo-Western plazo’s

Matai Furnitures

Kalpana Cargo

Rapid cargo service with trustworthy and reliable transport

Company Strategy

Key business units of the company are

1 ) f a s t l o g i s t i c s services

2 ) c o l l a b o r a t o r s providing latest and new product ranges

Competitors

Rainbow

Rama Krishma

Competitors also offering

similar line of products but with higher

margins and cut off costs.

Product1 Cheap

2 High Quality

3 Large choices

4 Rapidly available

5 Exclusive fashion

AnupamaImagine Ethnic

IncentivesLoyalty Bonus

Discount offerings during sales

Special coupons to regular consumers

Print Media

Television

Internet

Billboards

Distribution

Only through Exclusive Anupama Boutiques

InfrastructureOne to two scheme used

Anupama buys from its collaborators

Sells the goods under its brand name and name of its collaborator.

Processes1) Closely monitored manufacturing

2) Detailed analysis of customers needs through surveys

3) Streamlining logistics and manufacturing for faster disposal of service.

4) Introducing products to boutiques according to demographics of boutique

Summary1) Executive Summary

2) Situation Analysis

3) Overview

4) Goals

5) Strategy

6) Tactics

7) Implementation