Marketing strategy of ethnic women's fashion brand Anupama

1. Anupama
The marketing plan for
Android App

3. Anupama is leading fashion brand exclusively
dealing with ethnic women’s wear with self
stylised designs and patterns and also in house
furnishings.

5. Executive
Summary
Anupama aims at providing best quality, cheap
and unique fashion for its consumers .
It targets its users through its exclusive boutiques.
With great success in its women’s fashion
segment, Anupama has moved into home
furnishing accessories which has earned a huge
revenue for the company.

8. 1)$- - Cheap Fashion
2 ) B e s t Q u a l i t y
Clothing for Women
3)Stores in all Leading
cities
4)Products according
to demographics of
nearby place
Company

9. Market

10. Operating market
Retail fashion market for women and for home
décor lovers.

11. Product Lines
1) Kurtis
2)Suits
3)Bottoms
#plazo
#legging
#jagging
4)Sarees
5)Furnishings
#Bed sheets
#Crockery
#Small Furniture
#Décor accessories

12. Opportunities
1) Extend its products for
other consumers
segments like men and
kids
2)Collaborate with other
high end manufacturers.
3)Enter into other
streams such as
footwear and grooming.
4) Connect to its
consumers in a more
amicable and realistic
manner.

13. Threats
1) fakes & replicates
2 ) C o n t i n u o u s
innovation needed
3)Maintaining low
p r i c e s d u r i n g
slowdowns.
4 ) A v a i l a b i l i t y o f
fashion alternatives in
market

14. Target consumers
Women>>Urban Dwelling>>Cheap Fashion>>Ethnic Lovers
Home décor>>Mostly Women>>Cheap Home Accessories

16. Deliver brand value to consumers by providing
cheap and best quality clothing.
Generate revenue by minimising net margin and
maximising sales.
Produce new stock in short durations giving new
choices and brand new designs.

18. Capturing Market Through
Collaborations

19. Dalia
furnishings
Leading
manufacturers of bed
sheets and carpets

20. Tex-styles
Exclusive manufacturers of ethnic kurtas with
designer necks and Indo-Western plazo’s

21. Matai Furnitures

22. Kalpana Cargo
Rapid cargo service with trustworthy and
reliable transport

24. Company
Strategy
Key business units of
the company are
1 ) f a s t l o g i s t i c s
services
2 ) c o l l a b o r a t o r s
providing latest and
new product ranges

25. Competitors

26. Rainbow
Rama Krishma
Competitors
also offering
similar line of
products but
with higher
margins and
cut off costs.

28. Product
1 Cheap
2 High Quality
3 Large choices
4 Rapidly available
5 Exclusive fashion

29. Anupama
Imagine Ethnic

30. Incentives
Loyalty Bonus
Discount offerings
during sales
Special coupons to
regular consumers

31. Print Media
Television
Internet
Billboards

32. Distribution
Only through Exclusive
Anupama Boutiques

34. Infrastructure
One to two scheme used
Anupama buys from its
collaborators
Sells the goods under its
brand name and name
of its collaborator.

35. Processes
1) Closely monitored
manufacturing
2) Detailed analysis of
customers needs through
surveys
3) Streamlining logistics
and manufacturing for
faster disposal of service.
4) Introducing products
to boutiques according to
demographics of boutique

36. Summary
1) Executive Summary
2) Situation Analysis
3) Overview
4) Goals
5) Strategy
6) Tactics
7) Implementation