This document discusses a GTM (go-to-market) strategy for a women's fashion clothing brand. It segments the target market by age group and analyzes their demographics, psychographics, and shopping behaviors. It then outlines a product portfolio focusing on third layer clothing options. An image consulting plan is proposed that provides fashion advice and styling services. Pricing strategies include an aggregator model and sponsored reviews/advertisements. Promotion and marketing will involve blogging, content marketing, and testing/improving website content and performance.

1. GTM Strategy
Abhinandan Singh
Nishu Saini
Parth Malik
Rishubh Satiya
DoMS IIT Roorkee

2. CONTENTS
• Target Group
• Product Portfolio
• Image Consulting Plan
• Pricing
• Promotion & Marketing
• References

3. Target Group

4. Segmentation Based
on Age
College Students
(18-24)
Gazer
Buyer
Young Working
(24-32)
Unmarried
Married
Middle Aged
(32-40)
Working
Non-Working
Older
(40-50)

5. Gazer
Demography and
Psychographic
Middle Class
Low Disposable
money
Occasional Buyer
Fashion Follower
Shopping Behavior
Looks for discount
Prefers Style look
over quality
Young Working(24-32)
Demography and
Psychographic
Medium -High Disposable
income
Frequent buyer
Fashion Conscious
Self-Expressive
Buying Behaviors
UNMARRIED
Brand Conscious
Trend Conscious
Experimental
Balance between style and
price
Buying Behavior
MARRIED
Less Experimental
Shift towards Ethnic
wear
Buyer
Demography and
Psychographic
Upper Middle Class &Upper Class
Medium disposable income
Frequent buyer
Fashion Conscious
Self-Expressive
Shopping Behavior
Brand Conscious
Trend Conscious
Experimental
Balance between style and price

6. Middle Aged(32-40)
Demography and
Psychographic
High Disposable Income
Middle Level Corporate
Balance between Home and
office
Appearance and fitness
conscious
Buying Behavior
High End Brands
Comfort with Practicality
Almost equal mix of ethnic
and western wear
Demography and
Psychographic
Medium Disposable Income
Influenced by
Appearance and fitness
conscious
Highly Influenced by trends
Buying Behavior
Looks for bargains but willing
to spend money on quality
Durability and value for
money over style
Mostly Ethnic wear
Working Non Working
Older (40-50)
Demography and
Psychographic
Very High Disposable Income
Top level corporate
Confident and Mature
Fitness and Appearance
Conscious
Buying Behavior
Top luxury Brands
Loyalty to certain brands
developed over time
More purchasing from
Branded stores than E-
commerce
Willing to pay premium for
extra service or quality

7. Young Working
(24-32)
SEOAndPromotionQuotient
Disposable Income
Low Med High
LowMedHigh
College Students
(18-24)
Older
(40-50)
Middle Aged
(32-40)
Prime SEO and Visibility
driver
Prime affiliate sales
driver
Married-Working-High
Disposable Income-High
end products-Low affiliate
sales driver
Prime Image
Consultation Driver
Niche Market for
Image Consultation.

8. Assumptions
• Women belong to SEC A1 and A2.
• Women between 32-50 are married.
• Only working and e-commerce using women between 40-50 has been
taken.

9. Product
Portfolio

10. Jackets Shrugs
Sweater/
Pullover
Blazers
Waistcoat Sweatshirt
Poncho
/Capes
Long
Coats
Women Third layer Clothing Options

11. Jackets
• Jackets, once a simple item, have grown enormously in variety, and now
include designs like the military style, the puffer, the bolero, the fleece, and
the blazer.
• Some are very tailored, whereas others are looser and more casual.
Shrugs
• Shrugs come in several varieties, such as tie-off, shawl and cropped shrug,
giving women a range of ways in which they can accessorise an outfit.
Sweater/Pullover
• Women can look at different styles like the V-neck or crew neck sweater.
• They can choose from a number of fibres, including synthetic and natural.
Blazer
Whether a woman wants a single, formal blazer for work or a multitude of
casual blazers to wear in social settings, she must first familiarize herself with
the different style options available such as number of buttons, length and
material of blazer.

12. Waistcoats
• Waistcoats come in all forms, shapes and bright colours, different fabrics,
even the denim ones.
• It adds a touch of structure to our body and qualifies any outfit that you
wear.
Sweatshirts
• Sweatshirts come in a variety of styles.
• Many people choose hoodies for the comfort they provide during cooler
weather. However, several modern hoodies are made with alternative
materials, styles, and features.
Poncho/Capes
• Women’s ponchos come in a variety of styles. Even just one poncho can be
adapted for both dressy and casual occasions.
• There are a few limitations to wearing a poncho. It is difficult to wear one as
under a jacket or coat with sleeves, for example.
Long Coats
Women’s long coats are not only warm protection against the elements, but a
fashion statement as well. There are several types of long coats to choose
from, including trenchcoats to pea coats.

13. Source: Data Collected from respective websites

14. • Jackets
• Sweaters/Cardigans
• Poncho/Capes
• Sweatshirts
• Shrugs
• Long Coats/Overcoat
• Waistcoat
BCG MATRIX
• Blazers

15. BCG Matrix
• Market Share of different third layer clothing options is inferred by
the number of articles available of each on top E-commerce
websites(Table on next slide).
• Market growth is inferred and analyzed by sorting each of the option
according to the ‘popularity’ sorting option on these websites.
• Women fashion related articles were also referred which have been
mentioned in the ‘References’ slide.

16. Source: Data Collected from respective websites
Product Catalogue across E-
Retailers

17. Image Consulting
Plan

18. Image Consulting Content
Designer
interviews
Webinars Fashion News
Latest Trends
Outfit of the
week
Upcoming
Fashion events
Live Chat
Expert Opinion Audience
Opinion(Honestly
now)

19. Honestly now
• We can have a feature called Honestly now
where a user uploads an image of her attire
and the audience rates it on a scale of 1 to 10
or weather she should wear the outfit or not .

20. Online Personal
Shopping
Personal
Shopping
Mobile App
,Value-added
customized
products
 Customer will need to send a
body shot if form of a fitting
outfit
 A head Shot. A picture from
the top of your shoulders and
up
 Customer will need to define
a budget to work with
 Customer will receive
surprises at doorstep that will
suit their figure and refine
their style
 Customer will have a current
wardrobe with out having to
spend time in stores.
 1 appointment: closet
analysis, fit, colour analysis
 E-workbook with
customized fashion tips and
reference photos
 OPTIONAL:
 If customer is looking for a
fun afternoon of shopping n
need girl time and need an
unbiased honest and
professional opinion.
 Help you identify what
where and how to shop.
 Give you the low-down on
how to accessorize, dress to
flatter your shape and
select outfits that will have
you excited to get dressed
in the morning.
 A Color analysis will be done.
To decide which colors suit
the customer and their
workplace/hobbies .
 Definition of signature style
and tips on how to arrange
wardrobe.
 Multiple Appointments for
personnel shopping with
style coach.
 Create a lookbook for
customer. Here each outfit
we style will be captured with
a picture and will be sent to
customer afterwards.
 Multiple appointments
Online Service Private Services VIP Services
Services on Offer!

21. Pricing

22. Pricing Strategy
Aggregator Model
Sponsored Reviews
Sponsored Advertisements

23. • We can generate revenue for the website through the
aggregator model by two ways
1) Individually register on networks like Flipkart and start
an association with the network. Revenue will be
generated when a lead purchases the product
suggested by the website .
This is a long process and thus a cookie is generated
for a validity of 30 days. The payout is done 4-5 days
after the Transaction is successful. The commission
for the lead generated is more if the person is not an
existing customer of Flipkart and is a new registration
Aggregator Model

24. Network New Customer Existing Customer
Flipkart 14% 8%
Amazon 15% 15%
Infibeam 5% 5%
SnapDeal 20%(Up to a maximum
amount of 1250)
20%(Up to a maximum
amount of 1250)
Tradus.com 12% 12%
Here is the list of most popular networks in India we can target and be a part of their
affiliate program . Given below are the commission these networks pay on Apparel
for each purchase which is generated by the lead sent from our website.

25. 2) The second method to generate revenue is to
register on Network aggregator. A network
aggregator has a list of merchants who are a part
of the affiliate program. Here we can choose from
a list of merchants and also the product we
would like to promote. A list of the products we
can promote and the respective commission
earned on the product is put in a concise format.
Also by using a network aggregator we can a
target a list of merchants through one portal.
Thus having all the data available in one window
and all the payments issues are handled by the
network Aggregator.
Example : CommisionJunction.com

26. • Since the usp of the website is going to be
providing useful content to its Customers. We
Can get in touch with premium luxury brands
like Gucci ,Armani, Hugo Boss and write a
sponsored an article on the trendiness and
style quotient of their jackets.
Sponsored Review

27. • Get in touch with major fashion brands for
third layer clothing and ask them to advertise
on our website as we have the right target
Market.
• We can charge the advertisements by
1. Cost Per Click
2. Cost per impression
3. Cost per order
Sponsored
Advertisement

28. Promotion
&
Marketing

29. MARKETING ACTIVITY:
• Creating blog
• Posting articles on various free content websites like ezinearticles.com,
freesticky.com with a link to our website
TIME REQUIRED:
Need to do this activity on a regular basis. 2-3 blogs can be written per month and
the same can be posted at free content websites.
EXPECTED COST: Rs 10000-15000 per month
EXPECTED TRAFFIC: Initially visit rate of 100-200/month and later growth
rate depends upon quality of content and proper targeting.
BENEFITS:
Driving traffic to our site
Inspire referrals
Creates brand
Highlight our USP i.e. experts consulting in dressing
Creating awareness Generating leads Converting to customers

30. TESTING
We need to continuously test our website and content on
following points and improve upon them:
CONTENT TEST:
• Which words are bringing readers to our content
• What content is bringing visitors to our site
• Which content is being read by what kind of person
• On which websites we shall put our content
WEBSITE TEST:
• What activities are being done by visitors at our site
• From which page visitor leaves the site
• How many clicks it needs to buy a product
Creating awareness Generating leads Converting to customers

31. MARKETING ACTIVITY:
• Creating facebook page
• Initially get paid 10,000-15,000 likes
• Posting abstract of the content of blog and then leading them to
website
TIME REQUIRED:
After getting paid likes, we need to concentrate more on the content and
improvement of experience of visitors of our site.
EXPECTED COST:
For paid likes: Rs 2000-3000
Need to hire a facebook page handler which may cost around Rs 20,000-30,000
BENEFITS:
Initial likes will give a reputed image
Increase in traffic to website
Creating awareness Generating leads Converting to customers

32. MARKETING ACTIVITY:
Getting our articles and interviews of our experts printed in the magazines
and newspapers read by our target market
TIME REQUIRED:
Only after significant visits and improvements on our website and facebook
page, we shall go for this step. Also it needs a lot of research in properly
targeting the media.
BENEFITS:
It helps in exactly hitting the target market.
People trust more easily on print ads as it doent lead to spam.
We can request special ad positioning.
These ads have longer life span.
High reach prospective.
Converting to customersCreating awareness Generating leads

33. MARKETING ACTIVITY:
• Publishing a newsletter every month
• Giving free subscription
• Asking for their mail id
EXPECTED COST:
Either the hired blogwritter can do so or other source might cost Rs 5,000-10,000
per newsletter
BENEFITS:
Provides opportunity to promote any new content/service at our website
Emails are easy to be shared with friends
Keeps customer engaged with us
Encourage interaction from the side of customer and leads to acknowledgement of
our true customers
Converting to customersCreating awareness Generating leads

34. MARKETING ACTIVITY:
Making videos where content can be
 Introduction of our customers to our fashion and image consulting experts
 New trends and fashion shows
EXPECTED COST:
Each video making can cost Rs 5000-10,000 depending upon the content
BENEFITS:
Engagement of visitors
Quick delivery of message
Gives personality to our company
Make our experts or content reliable
Strenghten the bond with our visitors
Converting to customersCreating awareness Generating leads

35. MARKETING ACTIVITY:
• Create and use testimonials
• Conducting voting ( This activity utilizes the herd mentality of
people. We can always make people to just for one dress between
the two and then show the results, this will attract more
customers)
EXPECTED COST:
Its cost can be adjusted in the website development cost. ( no exact data available
for cost)
BENEFITS:
Make our website look innovative
Testimonials encourage buying
Establish trust among buyers
We can leverage our voting option for getting more compensation from clothing
selling websites
Converting to customersCreating awareness Generating leads

36. References

37. 1. Target Group
• Live Mint article on 60 millions women in India are online:Google Study
• Association For Consumer Research: Segmentation of Women's Market Based on Personal Values and the Means-End Chain Model: a
Framework For Advertising Strategy.
• Bplans :Women's Clothing Boutique Business Plan.
• experian.co.uk :fashion segments handbook females(pdf)
• Mintel article on Top of the online shops: online fashion clicks with 70% of Brits
2. Product Portfolio
• http://www.indiaretailing.com/Fashion/7/1/83/12318/The-Wintewear-Market-in-India
• http://www.fashionunited.in/news/fashion/chill-brings-cheer-to-winter-wear-business-250120123066
• http://www.ebay.com/gds/The-Complete-Womens-Jacket-Buying-Guide-/10000000177630032/g.html
• http://www.ebay.com/gds/How-to-Wear-a-Shrug-/10000000177319115/g.html
• http://www.ebay.com/gds/Your-Guide-to-Buying-Hoodies-From-Ebay-/10000000177206448/g.html
• http://www.ebay.com/gds/Womens-Poncho-Buying-Guide-/10000000177631129/g.html
• http://www.ebay.com/gds/Long-Coat-Buying-Guide-/10000000177629946/g.html
• http://www.ebay.com/gds/Womens-Blazer-Buying-Guide-/10000000177632496/g.html
• http://makeupandbeauty.com/the-waistcoat-trend/
3. Image Consulting Plan
• http://www.fashiontranslated.com/services/
4. Promotion & Marketing
• http://cdn2.hubspot.net/hub/53/file-13208212-pdf/docs/small-business-social-media-ebook-hubspot.pdf

38. “Women like their money right where they can
see it: hanging in their closets!”