First of all I would like to mention that the ppt made by Akshay Jain was very

detailed and a lot of effort was put into it.

Product Analysis:
1. Fitting Issue: As the machine allows users to see how a garment will look
upon them without even the need to change, so to get the proper
measurement of body with clothes on would be difficult.
Assumption 1: The machine will be able to take into account the clothes the
people are actually wearing (Some may be loose fitted) and is advanced
enough to get the proper measurement.
2. Privacy issue: If above point is not true, and people need to take off their
clothes to get the proper measurement, then there may be some privacy
concern and people might not be comfortable with this.
3. Integration: Here as customer has to scan the bar code of the article he/she
wishes to try, it means that all the clothes had to be 3d modelled/scanned
(by the machine or some other device) beforehand. So, the store has to
invest extra time in doing this activity and need extra labour which will cost
them extra. So, they might be reluctant to do that.
3.1 How the integration takes place? Do stores have to scan the clothes
with machine itself or with some other portable device? Scanning with
machine will take a lot of time and if they are scanned with some other
device then how much time will it take and do they have to purchase them
separately or are they included in the price? And how many these devices
are needed for a particular store?
Assumption 2: Stores are ready to invest time and money to integrate their
inventory with this machine and devices for scanning clothes are provided
by the company itself.
Recommendation: Company can give two of these devices along with the
machine and extra if required will have to be purchased separately.
4. Feel and Comfort: While trying clothes, people want to feel the cloth and
want to know if it is comfortable or not. With this machine it won’t be
possible. We need to find out are there enough people who are worried
about communicable disease and wants to avoid contact with the garments
otherwise it won’t make sense for stores to invest in this.
 Assumption 3: Market research was conducted and it was found out that
there are enough people who are worried about this.
Recommendation: Instead of trying to replace the physical trial rooms, we
can market this product as an augmented service and stores can use this to
differentiate themselves.
5. This machine might not solve the problem of long lines in front of trial
rooms as people might be tempted to try more clothes on.
6. In target audience, approximate number is not given and it makes hard for
an investor to make a decision.
7. Promotion: As this is a B2B product but lots of promotion was directed
towards the end user not the stores who will actually buy the product.
Personally, I think company is overspending in promotions and it is not
directed towards the right audience.
a. TV (Budget 1.05 Cr): TV ads won’t be an appropriate medium to
promote this product. In the communication quadrant, company will
be to educate the customers and raise awareness against the
communicable diseases such as COVID-19. This might work in favour
of company but in other quadrants using TV would not be much
beneficial as person watching the ad won’t be able to buy it and what
would the company actually advertise on TV?
b. Radio (49 lakhs): Radio Advertisement would be used to make the
people aware about the presence of the product in their nearest
malls and urge them to come and engage and interact with it. This
would lead to company’s other customers to ask for the same.
Recommendation: Here instead of advertising ourselves, we should
encourage the malls to do the promotion themselves and
differentiate itself from the competition.
c. Newspaper (2.05 Cr): In this case also company is promoting to
wrong audience. Promoting this type of product on newspaper would
be difficult and maximum impact of the promotion will be there
when the product is experienced and this is not the case with
newspaper. Also if company is planning to make the people aware
about the presence of the product in their nearest malls then again
same problem as above will occur.
Recommendation: Focus on outdoor promotion and social media and
drive engagement with the users. And use the data gathered in these
type of activities to convince stores (who will actually buy the product)
that this product will actually increase your sales.
Final Verdict: If above mentioned assumptions are correct and the
company will follow the recommendations then I would be ready to
invest otherwise not.