The marketing plan outlines Chere's objectives to drive new customers and position the brand as premium and stylish. It proposes engaging youth through events, creating an in-store experience, and social media engagement. The plan details communication strategies across different mediums like in-store radio, digital content, and mall events. It allocates the marketing budget with 60% for offline and online activities, 30% for visual merchandising, and 10% as a spare amount. Schedules are provided outlining monthly promotions, products, and storylines to align with festivals and occasions throughout the year.

1. Marketing Plan
202-2

2. Key
Challenges
• Product clustering and display
• Visual Merchandising refresh in-store
Objective
• Continue to drive Chere as a Premium and stylish
brand
• Drive new customers to the store
How?
• Connect with youth centric events
• Create an experience of buying
• Engage at strategic location and on social media

3. Communicate
and engage
Enhance the
experience
In- Store
Radio
Digital
product
Content
Enhance
Visibility
Mall Events
Tie-up with
Youth Centric
Brand
Store
Support
Anniversary
Gifts
Enhance the
experience
Unboxing
experience
Gifts with
products
Communicate
and engage
Increase
frequency
of talking
to the
consumer
Listening to customers - Insight from customer feedback received

4. • In-store Visual Change – twice in all stores + Mid season 2 to 3 elements to
twice in metro cities
• Window Refresh – 7 to 8 times in a year
• Product tent cards – approx. 10 to 12
• Standee refresh – 7 to 8 times

5. Dress Shoe Casuals
Party
Wear

6. Regional
Festivals
and Special days
EOSS
Navratri
Rann Utsav
Uttarayan
National days
Independence
Day
Republic Day
Black Friday
Day
Festivals
Janmashtami
International
Kite Festival
Modhera
Dance Festival

7. Friends
hip Day
Mother’s
Day
Wedding
Comfort
range
Footwear
and Bags
Rakhi

9. • Time for summer vacations to begin
• Cricket fever begins with IPL
• software – the hot topic
• Women’s - 1.Wedding 2. Summer POP range
• Entire comfort range (Massager effect &
cushion sole)
Promotions
Date Festival
2nd Chaitra Navratri, Ugadi, Gudi Padwa
10th Ram Navami
11th Chaitra Navratri Parana
14th Baisakhi, Ambedkar Jayanti
16th Hanuman jayanti
Key Focus

10. Here’s the plan for April
Key
Story
SS 22 – Launch of SS 22 campaign & Colour Pop
Product
Wedding (Mojri, Kolhapuris) + Colour Pop up
Festive /
Promotio
ns
Ugadi, Gudi Padwa & Bihu
Online Loyal
ty
Outdo
or
Newspa
per
Below The
Line
Radio

11. May- What’s Hot ?
• Ramzan Begins
• Summer vacations continues
• IPL hands over the Cricket fever to ICC world
Cup
• Elections – last phase & results
• Wedding dates - 2, 3, 4, 9, 10, 12, 18, 20, 21,
24, 26, 27
Key Focus
• SS 22 campaign
• Women’s - 1. Colour Pop-Up 2.Wedding 3. Eid -
wedding bling and ethnic
Promotions
Date Festival
2nd Ramadan
3rd Akshay Tritiya
8th Mother's Day
Mother’s Day – 8th May (cross tie-up or offer on women’s
merchandise)

12. Here’s the plan for May
Key
Story
SS22 – Launch of SS-22campaign & Colour
Pop
Product
Wedding Women’s Eid collection -Mojri
Pathanis , Kolhapuris)
Festive /
Promotio
ns
Ramzan & Mothers day
Online Loyal
ty
Outdo
or
Newspa
per
Below The
Line
Radio

13. June- What’s Hot?
• Cricket fever world cup continues
• Monsoon Begins
• Wedding dates - 01, 05, 06, 08,
10, 11, 14, 17, 20, 21, 22, 23
Key Focus
• EOSS to begin
• Rainy wear collection for women
Rainy wear collection for women
Promotions
Date Festival
19th Fathers Day
21st International Yoga Day

14. Here’s the plan for June
EOSS
Key Story
Product Monsoon range
Festive /
Promotions
Eid Offer continues
Online Loyal
ty
Outdo
or
Newspa
per
Below The
Line
Radio

15. July- What’s Hot? Key Focus
• EOSS continues
• Rainy wear collection for women
continues
Promotions
• No Major Events
• Only 2 wedding dates - 6 & 7
Rainy wear collection for women continues
Date Festival
1st Rath Yatra
13th Guru Purnima
9th Eid ul-Adha
24th Parents Day
31st
Hariyali Teej (Shravan Teej or Choti
Teej)

16. Here’s the plan for July
Product
Rains Collection & Women Casuals
Key Story
EOSS
Online Loyal
ty
Outdo
or
Newspa
per
Below The
Line
Radio

17. August- What’s Hot?
• No wedding dates
• Festivities begin with Rakhi…
Key Focus
• Product lead festival – To be closed
• Friendship day – Friendship bands/ key chains
free + product story – twin with ur friend
Independence day
Promotions
Date Festival
11th Raksha Bandhan
15th Independence Day
19th Sri Krishna Janmashtami
31th Ganesh Chaturthi

18. Here’s the plan for August
Product Festival
Key Story
Festive /
Promotions
Others
Rakshabandhan – Video
Friendship day – Video + radio + free friendship
bands
Independence Day
Online Loyal
ty
Outdo
or
Newspa
per
Below The
Line
Radio

19. September - What’s Hot?
Key Focus
• Focus on Brands –Work wear
• Festive – towards the end of Sept
Promotions
• Month where festivals begin
• No wedding dates
Navratri
Offer
Date Festival
5th Teachers Day
8th Onam
9th Ganesh Visarjan
17th Vishwakarma Puja
26th Sharad Navratri Begins

20. Here’s the plan for September
Key
Story
Product Jutis- Kolhapuris ,Festive
Festive /
Promotio
ns
Key Product Fest of Aug to continue. Workwear
under at Chere to begin
Durga Pooja and Dasehra offer + Navratri
Online Loyal
ty
Outdo
or
Newspa
per
Below The
Line
Radio

21. Marketing Spend…….

22. Marketing spend has been divided into three parts Marketing spent,
Visual Merchandising budget and Spare Amount (emergency fund )
Marketing
Spends
60%
Visual
Merchandisi
ng spends
30%
Spare
Amount
10%
Expenses Chart
*Marketing Spends include both Offline and Online Marketing

23.  Considering the budget given for marketing for the financial year 2022-23 is
1 cr. From which 60 lakh Rs. For Marketing Activities (30 lakh for Offline and
30 lakhs for Online media ) have been kept. Offline activities include :-
 Bus Branding + Bus Shelters
 Auto Rickshaw Branding
 News Paper ads. + Radio promotion + Magazine
 Hoarding
 Mall Activation
 In-Shop Radio
 In-Store promotion

24. 0
2
4
6
8
10
12
Mall Activation Vehicle
Branding
In Shop Radio Hoarding Instore
Promotion
News Paper +
Magazine +
Radio
30 lacs Amount in Lakhs
30 lacs Amount in Lakhs
* Vehicle Branding include Bus branding + bus Shelters & Auto rickshaw branding

25. •Social Media Activities include running campaign and other promotional posts in All the Social media
Platform + SEO +Google Ad words
•Promotion on Institutional sites include running promotional campaign on Amazon, Flipkart, Myntra
etc.
Online Marketing
Social Media activities
Influencer Marketing
Institutional Sale

26.  Store Layout
 Store Façade
 Standee
 Manqué
 Product Tent Cards
 Interior Display