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I have always worked hard for the things that I love…
Tapasvi
Thakral
Personal Portfolio
Strategic Planning
Market & Consumer Research
•Analysis of Target Audience through market
segmentation.
•Buying and consumer Behavior
•Compet...
Identifying the consumer needs and analysis of
customers, competitors or the way products are used
across borders. Trackin...
Advertisers and Pr Professionals use social media to engage
with their audiences, creating content, and monitor
sentiment ...
ABOUT THE COMPANY
Start-up & commercial development
We give support to launch and commercial
development of the Brand, hel...
WEB SITE RECOMMENDATIONS
AND SUGGESTIONSMR. MRS SHIRT
Responsibilities
• Which social channels to focus on
•Organic and pa...
COLLECTION PREVIEW
Job Description
In this role I was asked to create a presentation for
Lucio Vanotti’s new collection wh...
Results
Developed an in-depth awareness of buying techniques,
budget management conducted research into retail
fashion net...
55 % Millennials review blogs before making a purchase.
Older generations rely more on traditional media, whereas
millenni...
All the competitors of Aere have similar product ranges
but they also have high-end luxury brands with niche and
new desig...
Millennials integrate their beliefs and causes into their
choice of companies to support, their
purchases and their day-to...
The most important of all the tools that I did was to
analyze the consumer behavior and Effectiveness of
Social media.
Soc...
Re-design the landing page (preferably opening with a
video) and then Re-organization of the categories in the
template
De...
Resource Management and Task Management
Directing - One of the most important tools. Directing
and controlling most aspect...
Five Senses
Live Fast
Best Practices
25 Magazine(NYC)
Celebrates women. Strong visuals and graphic designs.
Online and off...
Inspiration-
La grande bouffe
9 and a half weeks
Masters Of sex
#Excitement
#Plateau
#Orgasm
#Resolution
R.O.P.E VIDEO
is ...
Detailed understanding of the competitive landscape
and consumer insights to propose repositioning for
Italian hospitality...
Baby Boomers(1946-1964)
Power Baby Boomers have more discretionary
income than any other age group.
Really the first Gener...
Healthy Couple
Holistic Wellness
Manage Age
Relationship Oriented
Appetite For Wellness
Self Worth
Local Emotion
Preventio...
To create a consistent diversification of the
Moncler core business in keeping with the
brand values.
BRIEF
INSPIRATION (M...
Analyzing Moncler’s activity on twitter to get an
idea of the Brands current performance on social
media and target the br...
Going places
Going Places refers someone on their way to success
or great things in life. The aim is to highlight the
Spir...
Communication
23
That’ll be it
Thank you
Contact Details
Tapasvi Thakral
+393427702781
Thakral.tapasvi@gmail.com
24
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1607FP_MLBM_THAKRAL_TAPASVI_FINAL_PORTFOLIO

  1. 1. I have always worked hard for the things that I love… Tapasvi Thakral Personal Portfolio Strategic Planning
  2. 2. Market & Consumer Research •Analysis of Target Audience through market segmentation. •Buying and consumer Behavior •Competitor Analysis Communication Strategy •Integrated Marketing Strategies •Content Marketing Digital Communication Skills 2
  3. 3. Identifying the consumer needs and analysis of customers, competitors or the way products are used across borders. Tracking the market for a product segment. Exploring the retail or online luxury market. Interpreting positioning Maps. That pinpoint the benefits that help in explaining why enterprises and brands are doing better. No other Industry changes as rapidly as Fashion. What is In today is Blasé tomorrow. Innovation Becomes Retro. Sales Figure rise and fall. There is a need for identification to Evaluation and that is where I think that Market and consumer research plays a major role because the Fashion Industry is booming. . . Market & Consumer research 3
  4. 4. Advertisers and Pr Professionals use social media to engage with their audiences, creating content, and monitor sentiment about their Brand. Social media allows brands to refine their segmentation strategy by reaching a narrow target audience. The viral and collaborative nature of social media allows brands to build brand authenticity and loyalty among their users. There is a need be on social media channels to give a boost to give online exposure that gives Brand image and the message. Social media is a part of Ecosystem to create a whole enjoyable and seamless consumer experience Communication Strategy 4
  5. 5. ABOUT THE COMPANY Start-up & commercial development We give support to launch and commercial development of the Brand, helping to define strategic plans for entering new markets. Distribution Our showroom works mainly with agency agreement but with some of our brands we work as distributors, by purchasing a certain quality of items and managing the selling independently. Brand positioning In the national/ international market. Objective What's the point! INTERNSHIP | MARKETING AND COMMUNICATION AT SHOWROOM POINT 5
  6. 6. WEB SITE RECOMMENDATIONS AND SUGGESTIONSMR. MRS SHIRT Responsibilities • Which social channels to focus on •Organic and paid social marketing mix •Who will publish content and engage in conversations •How often people will post and when •Where I want to direct social media traffic to •How much social media engagement is worth for the business Job Description In this role I am responsible for developing and implementing initiatives with the goals of building the overall website for one of the Brands of Point Showroom. The role is to actively coordinate with the other functional team members( Website designer, Marketing team, Photographer, Models) . To research and provide insights and help in developing the online fashion website. Marketing and communication INTERNSHIP 6
  7. 7. COLLECTION PREVIEW Job Description In this role I was asked to create a presentation for Lucio Vanotti’s new collection which would then be sent to the customers as a preview to the upcoming exhibition. To complete the task I looked through various previous collections and the history of the designer. Marketing and communication INTERNSHIP 7
  8. 8. Results Developed an in-depth awareness of buying techniques, budget management conducted research into retail fashion networks, fashion trends for buying techniques and fashion communication strategies through research, data collection analysis. Brief The main objective of the workshop was to zoom in on digital commerce and fashion indie stores and identify ways of communication tactics to advertise, attract more clicks, followers, orders and convert people from one-time clients to multiple orders. PROJECT | FASHION BUYING in collaboration with Responsibilities Online Buying Behavior of Millennials, Competitive price positioning by competitor analysis, Social media Insights. 8
  9. 9. 55 % Millennials review blogs before making a purchase. Older generations rely more on traditional media, whereas millennials look to social media for an authentic look at what’s going on in the world, especially content written by their peers whom they trust. Millennials rank authenticity over content when consuming news. They first have to trust a company or news site before they even bother reading the content that they produce. become a loyal customer. Taste & Online Buying Behavior Research Objective- To understand the Online buying Behavior of the consumers buying products online Results- They want to engage with Brands on social network. Millennials Believe if a brand engages with them on social networks they are more likely to 9
  10. 10. All the competitors of Aere have similar product ranges but they also have high-end luxury brands with niche and new designers. They have a similar price range but the style number varies in each competitor. Some categories are available in some while some are not. Competitors like LN-CC have different categories to offer. They have gifting items, vintage vinyl disc and books and music collection which make them different from the other. Competitor AnalysisCOMPETITIVE PRICE POSITIONING Research Objective- To differentiate Aere’s offerings and do competitive analysis and offer products different then the competitors. 10
  11. 11. Millennials integrate their beliefs and causes into their choice of companies to support, their purchases and their day-to- day interactions. Their interest’s falls somewhere between a purely aesthetic preference and a search for honesty, for truth. Results- Most of the Customers of Aere are from Middle east and Europe. Aere are not active on social media and there engagement rate is Low. Their posting frequency on Facebook is 0.39 % Social Media Insights Research Objective- To identify the market and then offer a selection of products to satisfy the needs of the customers http://www.fanpagekarma.com/facebook/aerestore#influencers Facebook Insights 11
  12. 12. The most important of all the tools that I did was to analyze the consumer behavior and Effectiveness of Social media. Social media components have got an attention of the consumer. Therefore the research was aimed to determine the effects of social networks on the Purchasing behavior of consumer. Social networks have a role in Influencing consumer behavior, it is concluded the fact that 55 % of the consumers prefer to read social interactions and blogs before making a decision. Key Learning Communication 12
  13. 13. Re-design the landing page (preferably opening with a video) and then Re-organization of the categories in the template Developing content for the different categories keeping in mind the voyeuristic perspective of the e-zine. Categories will cover areas such as: art, fashion ,eros. Understood the fashion media dynamics with a particular focus on the new online magazines and their reference target market. Use of proper tools for developing an attractive photo-shoot which can enhance both the visibility and the newness and immediacy of the web platform remaining consistent with the brand and media DNA. PROJECT | FASHION STYLING in collaboration with Responsibilities Resource Management and task management, Competitor analysis, Best Practices Brief Results 13
  14. 14. Resource Management and Task Management Directing - One of the most important tools. Directing and controlling most aspects of the Job. By communication the exact needs and ensuring that everyone completes their parts quickly and correctly. Participatory- When there is not enough options by grouping everyone with different skills and ensuring everyone understands their role. Teamwork- By successful teamwork presenting information as well as solid communication skills that leaves nothing unanswered. Willingness to work and credit the team for its success and able to collaborate and maintain a team spirit. Inside Out - Photo shoot #Invisible me #Miserable Society # Survivalism Research Results Objective 14
  15. 15. Five Senses Live Fast Best Practices 25 Magazine(NYC) Celebrates women. Strong visuals and graphic designs. Online and offline. Sleek(Berlin) magazine is an art and fashion independent magazine and translates this intense visual and intellectual experience. Live Fast Magazine showcases the best of Fashion, art, sex and travel by the means of an online magazine. Out of Order- It’s a magazine created by students for students to foster an interest in cultural trends, news and features. Research To find the strengths and weaknesses of current and potential competitors. The analysis provided offensive and defensive strategic context in identifying opportunities and threats. Results Objective 15
  16. 16. Inspiration- La grande bouffe 9 and a half weeks Masters Of sex #Excitement #Plateau #Orgasm #Resolution R.O.P.E VIDEO is a video that showcases the four phases of a sexual act Excitement. Plateau, Orgasm and Resolution. It is a video where models express their love through food. INSIDE OUT Homeless Photo shoot Edited each video and matched the colors. Understanding the concept behind the Brand mood and giving the proper background music by understanding the story. For the Photo shoot found a group of people with similar passion who were willing to work and cooperate. Models, Professional photographer, Equipments Communication 16
  17. 17. Detailed understanding of the competitive landscape and consumer insights to propose repositioning for Italian hospitality collection. Propose an integrated and Differentiated communication plan for IHC. PROJECT | FASHION & LUXURY COMMUNICATION in collaboration with In depth understanding of the Luxury Wellness Hospitality trends. Responsibilities Understanding the target audience, Brand Positioning, Needs & Behavior of Baby boomers, Gen X and Millennials. Brief Results 17
  18. 18. Baby Boomers(1946-1964) Power Baby Boomers have more discretionary income than any other age group. Really the first Generation to consider spa as a necessity not a luxury. “I have worked my entire life and it is now time for me to enjoy the rewards, I deserve this.” Generation X (early 1960s – early 1980s) This Generation is wedged between the aging baby boomers and the growing Millennial. “I have so much to manage in Life, If I don’t take care now it is going to harm me in the long term. I need this” Millennial (1946-1964) Six in ten Millennial would rather spend their money on experiences then material things. “I work hard for a living & it is a necessity for me to relax and take care of myself. I am entitled to this.” Understanding the Target Audience Research 18
  19. 19. Healthy Couple Holistic Wellness Manage Age Relationship Oriented Appetite For Wellness Self Worth Local Emotion Prevention/ Preservation Collectivity Reassurance Beauty Inside Out Future Is Now Co-creation Green Service Healthy Honeymoon BABY BOOMERS GEN X MILLENIALS Needs Wellness Results Considering not many wellness and spa brands occupy a service centric positioning. It was important for me to analyze the target market and their needs and behaviors. In order to propose a communication strategy which would help IHC in building a long term relationship. Research 19
  20. 20. To create a consistent diversification of the Moncler core business in keeping with the brand values. BRIEF INSPIRATION (MUSE) AMELIA EARHART As first woman aviator she is one of the most enduring and iconic figures of the 20th century. Her spirit of adventure and independence deeply resonate with the Moncler Ideals of courage and achievement. Her efforts for women’s advancements and make her an inspirational figure for the modern woman. She embodies the spirit of exploration and courage that are the driving forces behind the Moncler Brand ideology. Responsibilities Analyzing Monclers social media interaction activity on social media Platform. PROJECT | FASHION BRANDING in collaboration with 20
  21. 21. Analyzing Moncler’s activity on twitter to get an idea of the Brands current performance on social media and target the brand at improving its over all level of social interaction. Monclers twitter social interactions with followers have been very low with an average of 57 tweets and 56 retweets, compared to the tweets and retweets by its followers. There has been a 35.6% decline in the number of Monclers active followers in the past one year signifying a need for reviving its social media game. The Purpose is to give Moncler a much needed boost on this channel and Objective was to create a consistent diversification of the Moncler core business in keeping with the brand values and identity. Research 21
  22. 22. Going places Going Places refers someone on their way to success or great things in life. The aim is to highlight the Spirit of the Millie Bag collection in two ways: Being a platform for successful women to showcase their lives & highlighting adventurous elements of life. ONLINE STRATEGY CREATING THE ‘BUZZ’ IN-STORE ACTIVITIES Communication Communication 22
  23. 23. Communication 23
  24. 24. That’ll be it Thank you Contact Details Tapasvi Thakral +393427702781 Thakral.tapasvi@gmail.com 24

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