Group: 8

Submitted to:
Dr. Radhakrishnan Swaminathan, Professor
(VF) -IMC, SDMIMD, Mysuru.

IMC Section B
Introduction
Shirts
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In 2017, the shirt market was estimated at Rs 39,659 crore, and it was expected to grow at
a CAGR of 6 percent to become Rs 69,361 crore by 2027.

Shirts accounts for 12 percent of the total apparel market in India. Men’s shirts hold 94
percent of the total shirts market.

Men’s shirt market is expected to grow at a CAGR of ~5 percent.

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Arrival of international brands in the domestic fashion arena

Ready-to-wear market

Penetration of e-commerce
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Future of shirts Macro Environment Factors Developments Affecting the Promotion

• Driven by the young aspiring youth • Consumer Factors • Personalization of products

working in corporate sector
• Technological Factors • More accurate metrics
• Semi-formal shirts will continue to
• Changing age structure • Move towards digital
attract the fashion conscious
consumers • Socio-Cultural Factor

• Political Factor
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Figuring the right size

Deciding on formal/ casual shirt.

Select the fabric type

Source – Online or Offline

Shopping
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Family or friend’s
Own perceptions Right fit
• Brand product – quality, Best
suggestion
• Advertisements, promotions,
clothing is made by well-known
coupons • Perceived quality and
brands ambience.
• Value of money
• It doesn’t matter to buy
unbranded shirt as far as quality is • winter, summer, rainy needs.
similar.

Brand Awareness Image

• Brand image, word of mouth • Literacy • Price, discounts.

• Fashionable, size, some times

blindly trust a brand.
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Who decides? Who influences? Demographic

• The decision maker here takes
• Family or friends or celebrities
factors:
most of the time and buyer might
or buyer get influenced by the • Age, gender, occupation and
take decision after a mild search or
current fashion trends or the lifestyle.
active search.
products on display in the
store.

Geographic Psychographic
Behavioral factors
factors factors
• The buyers are from urban • Motivation, value of money • influenced by the family,
and rural. So the campaigns learning, beliefs and attitudes reference groups and the roles
will influence them regionally. play a major role. and statuses.
Segmentation Target
Demographics  Men aged above 18.  Includes people who are
 Students, Youngsters, working non-working,
 Working class self-employed.
 In urban and rural

Psychographic  Lifestyle dimension -  Trendy, young people.

dimension Casual wear.
 Attitude - Fun

Socio economic  Medium economy  House hold income from

dimension  Premium 10,000 to >50,000

Positioning: Trendy and Fashionable

Price range of shirt: 500 to 1500

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Tag line : Fashion Follows you

Benefits sought 03 Casual wear, can be worn on special occasions,

to work as well as day to day activities,
meetings, weddings, party,etc.
Brand Name 02

Company name: 01
Tiger Apparels Private Ltd.
 Parameters Allen Solly Scullers
Sales Rs 1100 Cr Rs 450 Cr
Growth 34% 30 – 40%
Tagline My World, My Way This is life
Parent Company Aditya Birla Fashion and Indus League clothing Ltd
Retail Ltd
Positioning  Look good, feel good  Cool casuals for office and after

 Friday Dressing

Advertising &  End of season sale  Print media

 Festive Promotions  In store posters
Promotions  Print as well as digital  End of season sale
media  Festive Promotions
 Social media through
Facebook, Twitter, and
Instagram, and is slightly
active on YouTube.
 Allen Solly has 16.6K
followers on Twitter,
13.6K followers on
Instagram and sizeable
1.7 billion likes on its
Facebook Page.
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STRENGTHS WEAKNESSES
• Quality, Affordability, • Brand is new to the market
Durability
• Demand in metropolitan cities.
• Penetration in rural areas
OPPORTUNITIES THREATS
• Catering trends like smart casuals, semi formals • Entry of foreign players.
clothing.
• Market capture by unbranded
• Penetration in rural areas
shirts.
• Acceptance in offices, corporates etc..

• Improvement of standard of living • Price difference between

• Huge customer base available in India branded and unbranded clothes.
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Considering buying frequency, usage pattern, population, number of units per user per year & average selling price.
• 60 were male and 19 were female.
• Maximum (48) people said that they have more than 10 shirts in their wardrobe.
• On an average, people have six formal, eight casual, five semi-formal and four party-wear shirts.
• Average number of shirts bought in a year is nine.
• On an average each person wear same shirt twice in a week.
• Preferred price range is 500-1500INR.
• High preference towards various aspects like color, brand, discounts, price, fabric and design pattern when planning to buy.

Target Group Response

Target group has been kept as whole

India and it is divided into 4 parts namely
• Class A (Above 5 crore population),
• Class B (2-5 crore population),
Survey Demand
• Class C(1-2 crore population),
• Class D(Less than 1 crore) and based Decided to target the age group of As we have considered only the age of above 15, there are 42.89 crore
on geography. above 15, which can be extrapolated, male and 40.94 crore female. Considering the survey results male was
to the target population of India. taken as our target group and casuals was chosen as our product to
target the market and average price point was found out as 1000 INR.
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survey results was extrapolated

Potential of 343.12 crore

It could be afforded by an average of
casual shirts with an average
15% population only.
market value of 1000 INR

Which gives a market potential of Thus, Casual shirts was taken

51450 crore as our product for the launch
under our brand “TORSO”
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Purchase Intent –
Brand Recognition-
Customers getting familiar
Building or maintaining
with our brand, motivate
brand awareness.
towards purchase intent.

Sales Growth - Build a Objectives Customer Engagement:

customer base and to collect To get more people to
revenue to cover start-up see and respond to our
business costs. campaign.
Objective: To maximize the awareness of Torso shirts in
family households.
Rationale for selecting these channels: These channels
helps in reaching specific target audience.
Sony Max:
 Ad Length: 10 sec/ 20 sec/ 30 sec
 Time Band: All Day/ Morning/ Evening
 Number of Ads per day: 3/ 4/ 5
 Campaign Duration: 5 Days/ 10 Days/ 30 Days
 Campaign Start Date: 1st Jan/ 15th Feb/ 20th Aug
Media strategy to be used:
 Launch a 20 sec ad campaign with mixed timings 3 per day for 30 days.
 Total cost = Rate: ₹ 1,225
 18% GST: ₹ 132,300
 Total Rate: ₹ 2205000

Reach to around 150,000 viewers and build awareness

about the brand.
 9XM:
 Language: Hindi
 Genre: Music
 Minimum Billing: 25000
 Weekly Viewers (000s): 110,271
 Rate of ads: Rs. 170 per second

Options available in Channel:

 Ad Length: 10 sec/ 20 sec/ 30 sec
 Time Band: All Day/ Morning/ Evening
 Number of Ads per day: 3/ 4/ 5
 Campaign Duration: 5 Days/ 10 Days/ 30 Days
 Campaign Start Date: 1st Jan/ 15th Feb/ 20th Aug
Media strategy to be used:
 Launch a 20 sec ad campaign with mixed timings 3 per day for 30 days.
 Total cost = Rate: ₹ 170
 GST: ₹ 18,360
 Total Rate: ₹ 3,06,000

Reach to around 100,000 viewers between age group of 18 - 30 and build

awareness about the brand.
Polimer
 Language: Tamil
 Genre: Entertainment
 Minimum Billing: 200000
 Weekly Viewers (000s): 75,581
 Rate of ads: Rs.170 per second
Options available in the channel:
 Ad Length: 10 sec/ 20 sec/ 30 sec
 Time Band: All Day/ Morning/ Evening
 Number of Ads per day 3/ 4/ 5
 Campaign Duration 5 Days/ 10 Days/ 30 Days
 Campaign Start Date 1st Jan/ 15th Feb/ 20th Aug

Media strategy to be used:

 Launch a 20 sec ad campaign with mixed timings 3 per day for 30 days.
 Total cost = Rate: ₹ 170
 GST: ₹ 18,360
 Total Rate: ₹ 3,06,000

Reach to around 75,000 viewers in south India and build awareness about the brand.
  Language: English
 Frequency: Monthly Regions Split
 Area Covered: India West 69000
 Cover Price: Rs. 60 North 59000
 Circulation: 187,000
South 37000
 Readership: 560,000
 Category: Movies East 22000

 Rate of ads: INR 200000 per full page

Readership Profile
 Age of Filmfare readers: 18-25
 Majority of the readers earn about 6 lacs per annum
 They belong to Sec A and A+ category
Options Available:
 Media Option: Full Page/ Back Cover/ Gatefold
 Ad Position: Regular/ Premium/ Innovative
 Number of Insertions: 1/ 3 / 7
 Magazine Issue Dates: January/ February/ May
Media Strategy to be used:
 One regular full-page advertisement in the magazine
 Rate: ₹ 200,000
 5% GST: ₹ 10,000
 Total Rate: ₹ 2520000 (12 issues)
.Approximate reach of about 500,000 expected.
 Language: Tamil
 Frequency: Weekly
 Area Covered: India
 Cover Price: Rs. 30
 Circulation: 585,000
 Readership: 1,755,000
 Category: General Interest
 Rate of ads: Rs.185,000 per full-page insert
Facts and Figures
Readership Profile
 Age group of the core Readers: 20-35 years
 Sec: A and B
 The magazine is positioned to be the first choice of a mature reader,
 a young college graduate who has a job in hand and wishes to settle down with a family.
Options available:
 Media Option: Full Page/ Back Cover/ Gatefold
 Ad Position: Regular/ Premium/ Innovative
 Number of Insertions: 1/ 3/ 7
 Magazine Issue Dates: January/ February/ May
Media Strategy to be used:
 One regular full-page advertisement in the magazine
 Rate: ₹ 185,000
 5% GST: ₹ 9,250
 Total Rate: ₹ 2331000 (12 issues)
Expected Output:
Increased awareness about the brand among readers of the magazine. Approximate reach of about 1,500,000 expected
Leading daily English Newspaper of India.
 Language: English
 Print Day: Daily
 Area Covered: All India
 Circulation: 4,711,000
 Rate of ads: Rs.10,800 per square cm

Options Available:
 Media Option: Page 1/ Last Page/ Any Page/
Pointer Ad
 Number of Insertions: 1/ 2/ 3
 Size of the ad: Half page/ Quarter page/ 240 sq
cm
 Date of Insertions: 1st Jan/ 2nd Jan/ 3rd Jan
Media Strategy to be used:
 One 4*10.5-inch advertisement twice a year in the last page of the
newspaper.
 Rate: ₹ 17,550
 5% GST: ₹ 73,710
 Total Rate: ₹ 37149840 (24 issues)
Expected Output:
 Increased sales during end-of-season for the brand by advertising
through newspaper. Approximate reach of about 47,11,000 expected.
Total expenditure: ₹ 4,67,01,840
Newspapers and magazines
Use coupon codes in ads:
Ask your customer- How they came to
know about brand, Feedback survey
Monitor sales and Promotional mix
Television
TV rating agency, e.g. Kantar Media
From digital cable TV providers
https://drive.google.com/open?id=1PuResdBVJg
hpMrscoODa_3LR7zuWa0jV
Use the link with SDMIMD email
https://drive.google.com/open?id=1PuResdBVJg
hpMrscoODa_3LR7zuWa0jV
Use the link with SDMIMD email