Marketing Plan for an Android AppR.W.R

R.W.R
Rent.Wear.Return
A Marketing plan for an Android App


A woman faces two
problems everyday:
1.Nothing to wear
2.No room for all
clothes


Marketing Plan

Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation


1. Brief overview of situation
2. R.W.R – the Android App
3. How the app works?


Brief
overview
of
situation

.

▹

Today’s woman wants to look and feel her best. Many aspire
to be clad in designer wear or luxury brands but fail to do so
because of exorbitant rates.

▹

With changing times, woman like celebrities, do not want to
wear the same clothes from their wardrobe. They prefer to
avoid wearing the same dress at parties, events and outings.

▹

Woman rarely discard clothes, as they remember the
monetary value of each purchase, resulting in less space for
new clothes in their wardrobe.


Solution?


R.W.R is an app for woman who want
to look good and spend smart.

R.W.R
A Luxury

Rental
Destination!

It offers a wide range of branded &
designer clothes and allows customers
to rent the luxury apparel at
approximately one-tenth the retail
price in market.
With simple rental and return policy,
R.W.R is an ideal place to rent your
dream wear at unbelievable prices.
New Day. New Wear. New You!


How the app
works ?

R.W.R


2.
1.
Shop for your Find the best fit
desired brand

Select your
dream wear.

Use the measuring
guide to get the

perfect fitting dress.

3.
Select the
delivery date

Select 4/7 days
rental period.

Buy the
designer wear
on rent.

4.
Return the dress

Your outfit will be
delivered before the
day you want to
wear it

Return the dress
within the rental
period in a pre-paid
box provided.


1. Market Overview
2. Target

▹ The premium woman’s wear market is a
9,000 crore segment, about 6% of the
1,40,000 crore woman’s apparel market.

Market
overview

.

Let’s discover how top
brands and
designers position
their products in
marketplace!


ETHNIC WEAR

Maximum
price

Minimum
price

Maximum
price

Minimum
price

SUITS

1,25,000

4,960

1,00,000

23,500

SAREES

1,45,000

14,500

1,75,000

90,000

LEHENGAS

3,99,900

17,990

3,85,000

40,000

KURTIS/GOWNS

55,990

2,130

2,60,000

9,990


WESTERN
WEAR

Maximum
price

Minimum
price

Maximum
price

Minimum
price

SHIRTS/TOPS

3,695

695

10,900

1,490

TROUSERS

3,295

1,097

14,900

1,990

SKIRTS

3,695

995

7,990

990

DRESSES

3,495

1,695

23,000

2,990

Why buy when you can borrow?


Customer Target
1.Demographic




Age : 18-45
Gender : Woman
Income : Lower- middle and
Middle class

2. Geographic


Cities :
Delhi,Mumbai,Hyderabad

3. Psychographic



Lifestyle : Modern outlook
Preferences : Western & Ethnic
wear

Business Segment
1. Demographic
. Industry : Brand outlets and
designer stores

2. Geographic
. Cities : Metro cities


Targeted Occasions

Bachelorette
party

Engagement

Maternity

Weekend
special

Anniversary

Birthday

Wedding

Official party

Vacation


1. Goal


September’16

April

App Launch in
3 cities

2nd fiscal
year

5 brands
+3000 users

December
3 brands
+1000 users

15 brands
+10,000 users

1st fiscal year
10 brands
+5000 users






3rd fiscal year
New target market - men
Expansion in other cities
Partnership with more
international brands
+50,000 users


1. Target Market
2. Value Proposition


Customers Needs/Wants
Customers want to experiment
and try different styles without any
regret of purchasing a wrong
costly product.

Woman today want to look their
best even during their maternity
period.They want comfortable

dresses of best quality and brand.

Consumers end up wearing the
same clothing or replicas from
neighbourhood
stores
or
shopping malls.Desire for unique
dressing exists!

Weddings and special events
invove blocking money in clothes
that are worn only once in a
lifetime.

*** These needs are fulfilled by the facilities offered by R.W.R app.


Collaborators

**Service Providers- Stylists, Fitting experts, Dry-Cleaning department


Competitors


Points - Of - Parity

Hygiene
Each garment is

dry-cleaned, steam
pressed before
every delivery.

Same
geographic
areas/target
market
covered.

Customers can make
advance bookings
for trial purpose at
minimum rates

Security deposit
An initial refundable
amount is charged from
the customers to
dissuade any misuse and
cover damages.

Return policy
If a customer faces
issues, the dress can be
exchanged for a new
one or a full refund is
offered.

Points - Of - Difference

R.W.R

•

To get the best possible fit, customer can enter the
measurement details of their size to get the selected wear
customized.

•

A link will be provided for each product where the customers
can recheck the actual retail price of the item from the brand’s
actual website.

•

There is an option of getting help from personal stylist who
will assist the customer in selecting the right dress.

•

R.W.R provides branded apparels in the maternity wear section
also.

•

Customers can add one backup size dress along with their
order for hassle-free dressing.

Value Proposition - Users

All the garments will
be professionally dry
cleaned & steamed
before every wear.

The dress will be
picked
from
the
customer’s place after
the end of the rental
period.

Customers can enter Get one-on-one attention
their size details to help and find the right brand
fitting experts resize their and style from R.W.R’s
dress accordingly. E garment
stylist.
are

Customers can add a
back-up dress in their
order
or
book
for

advance trial for hasslefree dressing.

Strong customer support
through mails, calls and
messages.

Customercan exchange
their dress for a new
one or get full refund in
case of any issue.

Buy it if you love it.


Value Proposition - Collaborators

The brand’s visibility gets
increased in the target
market
through
online
presence.

The collaborators can track
the brand’s performance
and get updates depending
on the number of clicks on
their products. .

Collaborators can engage

closely with the customers
through the app and cater
to their needs/requirements.

Upcoming designers can
promote their brand through
advertisements, articles and
blogs
in
the
app’s
advertising section.