C9 Airwear Brand Strategy. Categories of products --> Leisurewear, Airwear, Innerwear. Quantastic has done a complete competitive analysis and suggested a strategic roadmap for scaling the brand to masses

1. C9 FASHION
By Quantastic Marketing

2. QuantasticApproach
Objective
Analysis
Digital
Plan
Execution
Approach

3. Objective
Multiple ‘x’ growth in sales on
www.c9fashion.com
Create a unique proposition for C9
fashion

4. Analysis
Website
Competitor Analysis
Keyword Analysis

5. Website
- Home page
■ Banner
– Can be dynamic slider based
– Can be changed periodically
■ Chat
– Needs to be AI powered bot
– Acts as a customer service agent and
resolves queries using AI
■ Look
– Font and colors are not vibrant

6. Importance of Chatbots
■ Can be a good medium for
customer service
■ Resolve queries
■ Aid in buying process

7. Website
- Spam
comments
■ Decreases the quality of your
website.
■ Reduces the quality of the user
experience
■ Breaks down your site in the
long run
■ Can affect search engine
rankings.

8. Website
- Page Speed
■ Load speed of the page is directly
proportional to bounce rate of the website
■ Higher the load time, higher the visitor loss
Source: Google/SOASTA Research,2017.

9. Website - SEO
■ TitleTag
– You have a title tag, but ideally it should be shortened to between 10 and 70 characters
(including spaces).
– Shopping ForWomen Innerwear,Workout Clothes, Shapewear, Activewear &Yogawear
Online - C9
- Length : 96
■ Meta DescriptionTag
– Your page has a meta description tag however, your meta description should ideally be
between 70 and 320 characters (including spaces).
– C9fashion - Length : 9
■ Image Alt Attributes
– You have images on your page that are missing ALT attributes.
– We found 31 images on your page and 11 of them are missing the attribute.

10. Website - SEO
■ Broken Links
– We have found 4 broken link(s) on your page. Broken links are confusing to users and
can reduce traffic and ranking ability of pages.
– http://www.c9fashion.com/shoes.html
– http://www.c9fashion.com/customercare@c9fashion.com
– http://www.c9fashion.com/index.php/qrcode
– http://www.c9fashion.com/top
■ XML Sitemaps
– We have not detected or been able to retrieve a XML sitemaps file successfully.
– Create an AMP version for thisURL, to serve visitors with a faster mobile user
experience (est. 8 hours) Medium
■ AMP
– AMPURL: Not found
– Helps in faster mobile experience

11. Facebook page
■ Contact Information
– Phone missing
– Email missing

12. Parameters ZIVAME SHYAWAY JOCKEY INDIA C9 FASHION
Website Page Speed 8 secs 13 secs 10 secs 14 secs
Mobile Optimization Good Not Good Good Good
Social Media Very Good Good Good Good
Security Good Very Good Very Good Not Good
Backlinks 901 0 3504 8
Chatbot No Yes No No
COMPETITOR ANALYSIS

13. COMPETITOR ANALYSIS
Pop-ups: Good way to highlight current offers
Zivame Shyaway

14. COMPETITOR ANALYSIS
Blogs: Fresh and valuable content
Shyaway Zivame

15. COMPETITOR ANALYSIS
Zivame Jockey
Banners:Vibrant with clear messaging

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sexy dresses for women 8100
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jockey sports bra 6600
jockey panties 6600
hot night dress 6600
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indian long dresses 2400
girls nightwear 1900
women in bra 1900
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hot night dress for ladies 1900
nighty gown 1900
cotton bras 1900
zivame sports bra 1900
seamless panties 1900
night dress for bridal 1900
buy bra online 1900
red bra 1900
maternity wear online 1600
bra for backless dress 1600
online lingerie shopping 1600
jockey bra online 1600
jean joggers womens 1600
bridal nighty 1600
saree bra 1600
zivame nightwear 1600
full coverage bra 1600
buy tops online 1600
ladies track pants 1300
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buy dresses online india 1300
cotton nighty online shopping 1300
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push up bra online 1300
hot dress for ladies 1300
buy lingerie online 1300
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nightwear online 1300
night suits online 1300
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one piece swimsuit 1300
buy bra online at lowest price 1300
plunge bra 1300
zivame panties 1000
stripless bra 1000
lingerie online india 1000
push up padded bra 1000
triumph bra online 1000
bra panty online 1000
minimiser bra 1000
zivame backless bra 1000
nighty online shopping 1000
short night dress 1000
zivame push up bra 1000
dress shirts for women 1000
denim joggers womens 1000
sexy dress for honeymoon 1000
culottes online 1000
triumph bra india 1000
sexy dresses online 1000
denim dresses online 1000
jockey online shopping 1000
Keywords with maximum searches

17. Plan
Google AdWords
Ad Strategy
Email Marketing
Content Marketing

18. Google
AdWords
Shopping ads
• People actively looking
to buy can be tapped
• Visuals
• Higher CTR
• Multiple products
advertised

19. Google
AdWords
Dynamic ads
• Device specific ads
• Cart
abandonment ads

20. Ad Strategy
- Facebook and
Instagram
Buyer at each stage
can be targeted as
per data
Can focus and
improve conversion
across all stages
For C9
• Phase 1: Awareness &
Consideration (3-4 months)
• Phase 2:Transaction (next
3-6 months)

21. Remarketing
■ 69.23% – average documented online
shopping cart abandonment rate
■ Remarketing induces higher
conversions
■ Website traffic can be tapped using
remarketing on Google and Facebook
■ Messaging for the remarketing ad
should be exactly opposite that of the
original ad or landing page
https://baymard.com/lists/cart-abandonment-rate

22. Email Marketing
■ Promotional benefits to loyal customers
■ Touch-base with customers
■ Convert the abandoned cart customers
■ Email sequence for the interested
customers can be setup to increase the
conversions

23. Content Marketing
Content marketing has the power to increase conversion by 6’x’ times

24. Video is
the way
forward
The video content C9 fashion is
minimal currently and needs to
be consistent

25. UGC – User
generated
content
■ User generated content is the best way to
get higher engagement and followers on
social media handles
■ The conversion rates also shoot up
considering consumers trust and remember
UGC
Suta: Fashion e-commerce has used UGC to get huge followers and
correspondingly higher sales

26. Influencers
■ Micro-influencers are small-yet-mighty
opinion leaders
■ High engaged social followings centered
around a niche interest
■ Their followings are much smaller than
those of celebrity influencers, but are much
more likely to take actions based on their
advice.
■ They are cost effective

27. Examples of
Indian fashion
micro influencers
2 examples of Indian fashion microinfluencers

28. Execution
Approach
To get success from Digital
marketing plan which we
shared in the above slides,
pivotal becomes the single
minded proposition

29. CANWE RECALL
SINGLE BRAND
E-COMMERCE
BRANDS?

30. BAGGIT – SELLING A CONCEPT NOTA
PRODUCT

31. Here are few

32. USTRAA – CLEAR BRAND IDENTITY

33. CHUMBAK – A
CREATIVE
BRAND

34. Why do we remember these
brands?
Selling a
concept or story
not a product
Clear brand
identity
Powerful
creative
concepts for
better recall

35. Why will
customers
switch to
c9fashion.com
from
zivame.com,
flipkart.com
etc.?
Choice of products?
NO
Awareness?
LOW
Quality?
Not a point of differentiation

36. What do we do?
Define a single
minded
proposition
1
Create Marketing
collaterals around
the single minded
proposition
2
Distribute it to
achieve sales
3

37. How Quantastic did it for Swee
shapewear?
■ With our market research we have found out that the awareness for
shapewear is low among women who are not satisfied with their
body shape as well as among women who are satisfied with our
body shape.
■ Also different body shape has different shapewear requirements but
we need to communicate it in much subtle ways hence we came up
with a thought of:
■ Figure of the gem for you!
■ Concept | Photoshoot | Retouching | Designing

44. Strategic Roadmap
EstablishAirwear Concept & Build Brand
Social media
Content
Marketing –
Blogs,Videos,
Website
Influencers
Drive Sales in store and online
Digital: Adwords,
FB, Insta.
Traditional
Build Loyalty for Brand
CRM & Loyalty Program
Reviews,Testimonials,
Referral.

45. EstablishAirwear Concept : Social Media
Aware:What is C9?Why
should one care?
Interest:Advantages of
C9 as compared to
regular brands.
Desire: Reviews,
Testimonials by
influencers and people
who have triedAirwear.
Action: Price is
equivalent to other
brands but superior
products with max
comfort

46. EstablishAirwear Concept : Instagram
and Facebook Plan
Instagram Challenge
#FlyWithAirWear #SoarWithAirWear
#FeelLightWithAirWear #TheAirWearComfort

47. EstablishAirwear Concept : Content
Marketing
Blogs
• What is Airwear?
• Why Airwear is
relevant to you?
• Why you should use
Airwear?
• Airwear vs Regular
wear
Videos
• Describing Airwear
technology
• Benefits of Airwear
technology
• Consumer at the
centerstage of
Airwear technology
Website
• Sections covering
information related
to Airwear
technology
• Infographic covering
finer elements of the
Airwear technology

48. EstablishAirwear Concept : Influencers
Building curiosity about
Airwear
• “I use C9 Airwear. Do
you?”
• “I cannot live without
C9 Airwear. Can you?”
Promoting the usage of
products with Airwear
• Establish benefits of
using C9 Airwear
products
• Website link in the bio
to redirect to our
website
Contests and
challenges
• Image/Video challenge
of doing certain
activities like a dance
step or a dare using
our products and
posting the same on
social media channels

49. Drive Sales online: AdWords
When people are
searching for regular
innerwear /
activewear we will
create a sense of
inferiority by asking
them questions
related to Airwear.
Establish Airwear as
a superior product
Once our social
media is establishing
Airwear as a concept,
we will focus on
doing display ads
related to Airwear.
Drive sales through
shopping ads
Reach out to people
who have shown
interest in our
products by
following them on
different GDN
websites.
Remarketing to
maximize results

52. Drive Sales online: Facebook and
Instagram

53. Drive Sales in store: Activations

54. CRM: Email
Marketing Strategy

55. Loyalty Program – First time purchase benefits,
Referrals, Repeat Purchase and Brand Recall
■ As per one research report,
On average, women
purchase one bra and 5 pairs
of underwear about every 4-
6 months.They purchase
one body shaper per year as
well as one sportsbra.
■ Through our loyalty program
we can connect them back at
the time of new purchase
and show them the points
they can redeem.

56. Build loyalty for the brand:
Reviews/Testimonials/Referrals
Bloggers and Influencer
• Empaneled and part of
their task list
Mailing list
• Use the customers
who have already
bought and promote
them to review
• Exclusive buying
coupons or pre-launch
buying opportunities
Follow with the buyer
• Email once the
product is received
• Rating can be taken
directly in the email
itself

57. CREATIVE
CONCEPTS FOR
C9

58. Route 1: Direct focus on consumer pain points
■C9 Airwear: Breathe the comfort

63. Options forTagline
■ Breathe the comfort
■ A breeze of comfort
■ The comfort technology
■ The science of comfort
■ Comfort every day, everywhere
■ The everyday comfort
■ Feel comfortable everywhere

64. Monthly plan (1st Quarter)
Objective Activity
Monthly
Budget
Content Reach CTR
Visitors on
website
Conversion
rate
Sales
Avg.
price
Revenue
Brand Influencers 2,00,000 Image/Video 3,50,000 10% 35,000 2.0% 700 300 2,10,000
Brand Youtube ads 1,00,000 Video 1,00,000 5% 5,000 8.0% 400 300 1,20,000
Brand Bloggers 1,50,000 Articles 1,00,000 10% 10,000 2.0% 200 300 60,000
Brand Social Media promotions 15,000 Image/Video 2,40,000 1% 2,400 2.0% 48 300 14,400
Sales + Brand Google ads 90,000 Text/Product ads 1,44,000 5.00% 7,200 6.0% 432 300 1,29,600
Sales Facebook/Instagram ads 90,000 Image/Carousel/Video 90,000 1% 1,116 5.0% 56 300 16,740
Sales Display marketing 90,000 Display 42,00,000 1% 17,640 5.0% 882 300 2,64,600
Sales Remarketing - Fb 90,000 Image/Carousel/Video 78,356 1% 1,959 7.5% 147 300 44,075
Sales Email Marketing 90,000 Emailers 50,000 1% 1,000 10.0% 100 300 30,000
Total media
Numbers are for representation only

65. Annual budget plan
Objective 1 2 3 4 5 6 7 8 9 10 11 12
Brand 5,40,000 5,40,000 5,40,000 5,40,000 5,40,000 5,40,000 5,40,000 5,40,000 5,40,000 5,40,000 5,40,000 5,40,000
Sales 2,27,000 2,27,000 2,27,000 2,27,000 2,27,000 2,27,000 2,27,000 2,27,000 2,27,000 2,27,000 2,27,000 2,27,000
Content 1,00,000 1,00,000 1,00,000 1,00,000 1,00,000 1,00,000 1,00,000 1,00,000 1,00,000 1,00,000 1,00,000 1,00,000
1,28,62,200 8,67,000 8,67,000 8,67,000 8,67,000 8,67,000 8,67,000 8,67,000 8,67,000 8,67,000 8,67,000 8,67,000 8,67,000
Start with limited budget Increase budget by 20%
Adjust the budget and spend in buckets to get higher ROI with
learnings from 1st 6 months
Higher spends on channels
Brand Influencer + Bloggers + Google Youtube + Social Media
Sales Facebook/Insta Google + Facebook/Insta
Numbers are for representation only

66. Thank you

67. THANKYOU