Integrated

Marketing Planning
Campaign

Co-Founders - PRN -
Niharika - 19050143061
Rishika - 19050143076
Samridhi - 19050143085
Shubhani - 19050143104
Siddharth- 19050143105
 Stitch
TAILORED TO PERFECTION

Stitch is an e-commerce website that acts as a

junction where local artists meet customers to get
their ethnicware custom-made at their convenience.
The app makes use of AI to provide precise
measurements of the customers. This is done by
scanning the person by accessing the camera. Once
that is done, the app also enables customers to look
at how their selection of clothes would actually
look on them. An array of materials, along with
colour hex codes will also be made available for
absolute customisation.
 Segmentation

Men & Tier 1 & Tier 2 Upper & Middle

Women Cities Class

Consumer Persona: Environmentally conscious working class who

emphasise on using sustainable products. Anyone and everyone
looking for customized products while valuing the quality of
materials used are who we look out for.
 Product
Stitch is a high end brand with premium products which are
tailored to perfection.
Price
The clothes are handmade and the starting range is Rs. 2000
Place
The brand specifically targets the Tier 1 cities, across India
Promotion
Promo Codes, Discounts and promotions will be done through our
E-commerce Application available on Play Store and App Store
People
We target towards the working class, willing to shift to economical
and ecological product range by Stitch
Process
We're sourcing our raw materials from boutiques

Targeting Physical Evidence

We're an environmentally conscious brand, hence our packaging is
completely Eco friendly
 Positioning

Innovating from thread to the finished product by

the finest craftsmen; we provide timeless
ethnics. We support Made In India by not
importing any raw material in final productsWe
source the finest fabric in quality and
durability and incorporate organic and rejected
material, leaving no dead stock and minimal
carbon footprint
Our IMC Awareness

Objectives Increase stitch

consumer
awareness by USP Selling
12% within th
first 6 months Making customer
of campaign aware of our Made In India
launch. clothing brand,
with ecofriendly The whole clothing
practices line is made in
involved leaving India with the help
less carbon of local skilled
artists hence we
footprint.
are promoting the
local dying
handicraft heritage
of India.
Our Campaign
Message
To Each, Their Own
 The Campaign Message

Tailored to Made in Personalized &

Perfection India Customized
 IMC Tools

Direct Sales Public Advertising

Marketing Promotion Relations
 IMC Tools

Direct Marketing Sales Promotion Public Relations Advertising

We will send out emails Our first 50 customers Live size activations in We will advertise heavily
to all our prospects and will get 15% off on their malls where we will on digital platforms like
demonstrate how Stitch App
those who have signed up first purchase. Along Facebook, Instagram and
functions. When the customers
with stitch with regular with the discount, there Pinterest. TVCs will be
finish shopping, the final
updates and trivia about won't be any delivery product will be shipped to telecasted on on travel
the traditional clothes charger. their address. We will go to and lifestyle channels.
available on our website local villages, rich with TVCs will primarily depict
culture and convey what we how the people associated
are doing so that they can
with our work at Stitch.
also be a part of Stitch.
 Campaign Creatives

1. The PR activity that we'll be

There will pe pictures posted
with relevant captions
throughout the awareness
drive, showing what we are
doing as a brand at every
step
performing to educate the local artists will
be recorded and posted raw on YouTube,
to maintain the transparency and
authenticity of our brand.
2. A YouTube video showing the process
that will be followed from getting an
order to creating and finally dispatching it
will be made available to the audience for
making them aware of how things will
actually take shape
Instagram ads are for awareness
and also provide special offers
for early birds, displaying sales
promotion. The sample of insta
post are given, where the next
three slides show the three-
page Instagram advertisement
for our brand.
Creative 1
Creative 2
Creative 3
Budgeting the Expenses
 Expected Expenses
To find budgeted expenses, we
have taken estimated expenses
from different sources and
found out the amount paid by
similar brands for marketing
their product.
 Expected Expenses
Similarly, these are the
amounts paid by brands to
advertise their products on
different social media
platform for a
lifestyle/fashion brand.
 Budget
Appropriation
 Evaluation Matrix

Facebook Promotions Youtube Promotions Instagram Promotions

Post Likes Cost Per View Page Interactions

Impressions Video Shares Post Reach
Page Views Number of Subscribers Post Likes
Post Reach Video Likes Audience (Age Group,
Page Engagement  Gender)