Rentify is a mobile application idea which is developed into a marketing plan.It is based on the idea of online apparel renting. This app idea was developed into a marketing plan under the guidance of Prof. Sameer Mathur, IIM Lucknow for the Marketing Internship Program.

1. RENTIFY
Your solution to wearing expensive clothes
Marketing Plan

2. Table of Content
• Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementation
• Control
• Exhibits

3. Rentify aims to become India's largest fashion rental platform. From brunches to official lunches,
club nights to weddings, you can rent designer wear and premium brands at a fraction of their retail
price. No more looking for discounts to buy that designer lehenga you were looking for or waiting
for sales to buy that branded dress you wanted. We plan to stock classy ethnic and festive wear from
multiple designers and trendy western wear outfits from brands such as Armani, Hugo Boss, FCUK,
Calvin Klein, Asos. Don't worry about the price - rent whatever you would like to wear from gowns,
lehengas, anarkalis to dresses, suits, sherwanis and tuxedos. Our brand new men's wear collection
includes Suits, Tuxedos and Jackets from international brands along with traditional Sherwanis and
Kurta Pyjamas sets from best Indian designers. Rentify also plans to offer free delivery, pick up and
advance booking for western wear, custom fitted ethnic wear and men's wear. Next time you go out,
just rent that gorgeous dress for your dinner date, or get delivery for that coveted gown for your
cocktail event in no time. Be it your bridal lehenga, designer outfit for festivals or branded suits for
weddings, Rentify will be there for you.
Overview

4. Competitors

5. 1 2

6. Course of Action
• Carry an assortment of sizes to fit most of the customers in different regions
of the country.
• Provide customers with an efficient customer service in an atmosphere of
maximum hospitality.
• Advertise and promote in areas that our target customer base will learn about
our website.
• Continuously review our inventory and sales and adjust our inventory levels
accordingly.
• Ensure that our logistics services is quick and reliable delivering our product
on time to our customers.
• Making sure that our renting price is affordable and fits perfectly in a
scenario when compared to the product’s actual MRP.

7. Table of Content
• Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementation
• Control
• Exhibits

9. Strengths
• Offering of over 10000 products
with more than 100 brands.
• Efficient supply chain and delivery
capability helping to cater more
than 1500 locations.
• Bunch of professionals having
various design expertise and
retailing experience working for
the firm.
• Good advertising and marketing
campaigns on TV, social media
and print.
Weakness
• Competitors having some percentage
market share which is limited in the
first place.

10. Opportunities
• Selling private labels can increase
their margin.
• Partnership with celebrity
designers, Bollywood movies can
increase its fashion appeal.
• Bridal collection to tap the big
wedding market in India.
• Expansion into global markets can
boost business.
Threats
• Competitors like Flyrobe and Rent It
Bae can make their way to the top.
• Fashion segment is becoming popular
leading to increased competition.
• Economic fluctuations and
unfavourable government policies.
• Customer damage of rented clothes
might lead to huge loses.

11. Table of Content
• Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementation
• Control
• Exhibits

12. • Identifying Consumer Trends
• Revenue Growth
• Optimum Profit Levels
• Brand Recognition
• Quality
• Employee and Customer Satisfaction

13. Table of Content
• Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementation
• Control
• Exhibits

15. 1. College Going Students – Age
(17-24)
-About 40% of sales can be
generated!!!

16. 2. Employees in IT Firms – Age (25-
40)
-About 50% of sales can be
generated!!!

18. Famous
Luxurious
Brands

19. Outsourcing Logistic Services

20. Table of Content
• Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementation
• Control
• Exhibits

21. Categories of Product
Men
1. Ethnic
2. Western
3. Wedding
4. Clubbing
5. Suits and Tuxedos
Women
1. Wedding
2. Sarees
3. Western
4. Ethnic Gowns
5. Party Dresses
6. Designer Wear

22. For Men MRP Price Range Renting Price Range Percentage Ratio
Compared to MRP
Ethnic Rs.5000-Rs.200000 Rs.800-Rs.25000 12.5% - 16%
Western Rs.3000-Rs.70000 Rs.500-Rs.7000 10% - 17%
Bridal Rs.10000-
Rs.250000
Rs.1600-Rs.30000 12% - 16%
Clubbing Rs.4500-Rs.80000 Rs.600-Rs.8000 10% - 14%
Suits and Tuxedos Rs.3500-Rs.60000 Rs.500-Rs.6000 10% - 14%
Pricing Strategy

23. Pricing Strategy
For Women MRP Price Range Renting Price Range Percentage Ratio
Compared to MRP
Wedding Rs.15000-
Rs.300000
Rs.5000-Rs.35000 12% - 33%
Sarees Rs.7200-Rs.55000 Rs.800-Rs.6000 11%
Western Rs.1000-Rs.25000 Rs.250-Rs.3000 12% - 25%
Ethnic Gowns Rs.2000-Rs.61000 Rs.350-Rs.8000 13% - 17%
Party Dresses Rs.2000-Rs.40000 Rs.500-Rs.7000 17% - 25%
Designer Wear Rs.10000-
Rs.500000
Rs.2000-Rs.50000 10% - 20%

24. Table of Content
• Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementation
• Control
• Exhibits

25. Dropship Infrastructure

26. Timeline Schedule
Allowance of 3 week period which is better than competitors like Flyrobe
which allow a 2 day renting period.

27. Table of Content
• Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementation
• Control
• Exhibits

28. 1. Increase in
Annual Sales

29. 2.

30. 3. Growth in Profit
rate

31. Table of Content
• Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementation
• Control
• Exhibits

33. DISCLAIMER
Created by Prayas Gupta , VIT Vellore , during
a Marketing Internship by Prof. Sameer Mathur,
IIM Lucknow