This was prepared as part of a marketing internship under Prof. Sameer Mathur,IIM Lucknow

1. Get
lam APP
-A Marketing Plan

2. Executive Summary
1

3. CURRENT SITUATION

4. Get
lam
Introducing
The One-Stop Fashion Rental App

5. TRANSFORM
YourselfandBecomea
CELEBRITY
ofyourown

6. SITUATION ANALYSIS2

7. CORE COMPETENCIES
COMPANY OVERVIEW

8. CURRENT PRODUCT LINE
Dress For a
Occasion
Farewell Party,
Prom, Marriage
Reception, It’s
Summers, etc.
Dress Like a
Celebrity
Deepika Padukone’s
Style, Hrithik
Roshan’s Style, etc.
Book a
Transformation
Makeup,
Hairdressing, etc. to
match the dress
Match your
Accessories
Bags, Shoes, Hair
Accessories,
Jewelleries, etc.
What’s Going
On in Today’s
Fashion?
Get latest updates on
what’s fashionable
at that point of time
Ask the Fashion
Experts
Get the professionals
to advice you on
what to wear

9. MARKET POSITIONING
FlyRobe
Bag,
Borrow or
Steal
AskAStylist
Fashion
Consultancy
Beauty Service(Booking
via app)
Designer
Accessories on Rent
Designer Dresses
on Rent
Stage Th3e
Belita
GetLook
Vyomo
BLINGE
Swishlist
GetGlam
MARKET OVERVIEW

10. Keeping in line with
today’s Demands
• App-Easy-to-Use
and Accessible
• Making Unaffordable
Luxury Affordable
• Increasing the
Popularity and Reach
of Designers and
Fashion Professionals.
Tech-Savvy People
• Huge Initial Investment
Required
• High Maintenance
Cost-Cleaning of the
Dress, Collaborating
with Designers, etc.
Apps are gaining a
lot of importance
• Forms a common link
between people and
designers
• Chance for big
designers to
popularise their new
collections and
products among a
larger audience
• Already established
companies in this
sector.
• Budget Lines started
by designers to make
their dresses
accessible to public

11. TARGET CUSTOMERS
Generally Youngsters
having a Knack of
FASHION

12. 3

13. • To achieve the break even of the huge investment initially
• To broaden the customer base from youngsters to all age groups
• Extend Product Lines to Coordinated Attire for Entire Family
• In-house designer selling own product line at cheaper rates
• Increased conversion rate from free to premium customers
• Ensuring App to be featured in ‘Popular Apps Category’
• Ensuring Social Media Publicity and Popularity

14. 4

15. Identifying
Target Market

16. CONTEXT
-Fast Fashion-Fashion Line that trends and ages very quickly
-Fashion on Rent
-Get Glamorous Effortlesly
-Choosing the Right Look for the Right Occasion

17. CUSTOMERS’ PROFILE
-Young Population
-People lacking of time and
energy to invest in fashion
-People in search of Fashion
Tips
-People influenced by the
glamour of TV Industry and
their favourite celebrities

18. COLLABORATORS
Design
ers
Make-
up
Artists
Fashio
nistas
Hair
Dresse-
rs
Beauti
cians
Celebri
ties

19. COMPETITORS
-Other Established Brands in the
‘Fast Fashion’ Category
-Other Fashion Rental Apps

21. CUSTOMER VALUE
-Affordable and Easily Accessible
-Value for Money
-Rent It, Don't Spend It
-Make your own Cinderella Story
-Transform yourself-the Celebrity Way

22. COLLABORATOR VALUE
-Increase Popularity among Common Masses
-Enhance your offerings with add-ons made by GetGlam
-Common Platform of Interaction Between Users and Providers
-Know your customers even better through direct feedback.

23. COMPANY VALUE
-Latest Fashion Trends
-Get Glamorous
-Transform Yourself

24. 5 tactics

25. PRODUCT
• A dream-come-true for women who love fashion.
• GetGlam-every person’s favourite fashion destination
• Why Buy? Rent it at a fraction of the MRP
• Also get the right look, makeup and accessories with it
• Get experts to advise you

26. • Free Alteration to get the Perfect Fit
• At-home delivery option of your selected dress and accessories
• At-home makeup service matching your dress
• Well-washed and treated clothes for reuse
• Friendly Staff advising on everything related to FASHION
• Changes according to Customer Feedback
SERVICE

27. BRAND
Get
lam
The One-Stop Fashion Rental App
Choose Us and Let Us Do the Rest

28. PRICE
-The GetGlam App can be downloaded for free
-Upgrading to Premium Membership costs INR 500/month
-Rental Dresses range from INR 500-INR 7000
-Rental Accessories Range From INR 20- INR 2000
-Per Extra Day Rent Ranges from INR 10-INR 500
-Makeup and Hairdressing Services start from INR 150

29. INCENTIVES
To The Customers
-Free Fashion Advice by Experts Customised for each Premium Member
-Brownie Points with each buy for Premium Members which can be redeemed later for a free
service.
-Sharing on Social Media leading to a customer enrollment will earn Brownie Points for Free
Access Customers too
To The Collaborators
-Sharing Customer Feedback on their products/service
-Direct Consumer Interaction Platform
Company Personnel
-Bonus on each recommendation which converts to a consumer
-Goal Achievement Bonuses
-Festival Bonuses

30. COMMUNICATIONS
-Through Social Media Advertisements
-Social Media Publicity(e.g. Check-ins,
#Glammed_by_GetGlam,etc.)
-Word-of-Mouth(every recommendation
turning into a customer will earn brownie
points)
-TV Advertisements
-Sponsoring Small-Scale Fashion Shows
-Organising Fashion Fairs
-Featuring in Startup Stories(e.g.
YourStory,etc.)

31. DISTRIBUTIONS
-Book through Platforms and App Stores like
Google Play, Windows Store,iStore,Ovi,etc.
-Physical Shop providing in-house services
-Home Delivery of Products and Makeup at
Home above INR200

32. 6

33. Chief Operating
Officer
Makeup Artists
Hair Dressers
Make-up
Personnel
Designers
Alteration
Personnel
Sales Personnel
Fashion
Bloggers
Fashion
Advisors
Product
Developers
App Developers
INFRASTRUCTURE

34. Customer Books an
Appointment or a
Dress to be
Delivered on a
Specific Date
If Appointment gets
Fixed, Customer
comes to the shop
and avails all
services
•Fashion Advice and
Recommendations
given in person by
inhouse professionals
If dress is to be
home
delivered,customer
gets an option to
order makeup and
hairdressing
services
•Customized Fashion
Reccommendations
given to Premium
Customers
BUSINESS PROCESS

35. IMPLEMENTATION SCHEDULE
-Develop App
-Provide Home Delivery Service
until break even of investment is
reached
-Provide Physical Shopping
Experience to Customers with in-
house designers and cloth
collection

36. SUMMARY

37. These slides are prepared by
Priyanka Sahoo,IIT KGP as
part of a marketing internship
under Prof. Sameer
Mathur,IIM Lucknow