Integrated Marketing Communication – Term 4

PGDM 2016-18

Group Project
On

Product category: Fashion- Women Active Wear

Brand: Akira

Submitted by: Group A3

Sl No PGDM No. Name

1 16030 Nilina Lizbeth
2 16035 Praveena
3 16048 Sindhu S
4 16159 Sachidev B C
5 16169 Spoorthi G
6 16180 Ziaulla Sheriff

Submitted to:
Dr. Radhakrishnan Swaminathan
Professor (VF) – Integrated Marketing Communication
SDMIMD, Mysuru

Submitted on: 30-07-2017

SDM Institute for Management Development

Mysuru, Karnataka, India
1. Executive Summary

Integrated Marketing Communication is a branch of Marketing that helps in communicating

the created offering, (product/service) that adds value to the customers. We are Advertisement
managers of ValComm Pvt Ltd located in Bengaluru. We are in the Advertisement and
Promotion industry from the past 15 years. To name some of our clients- 3M, LP, SDMIMD,
Scullers, Shell, Toit, Gopalan group.

We have realized that your company Sachi is launching a women active brand under the brand
name Akira. After receiving a RFP for the branding activity and IMC design for Akira, we
have come up with the brief study on the apparel industry and various possible IMC mix that
could intend to create the brand identity of Akira. The report consists of Industry and company
overview, SWOT & Competitor analysis (to measure the competency of the company to align
with the brand that is launched). The branding objective is discussed in the report. Also the
cost implications of various IMC mix is formulated. We have prepared a sample prototype of
the sales promotion themes, Advertisement strategy, PR activities, Internet marketing and other
creative work over the horizon of one year; i.e. from August 2017 to July 2018. The activities
have forecasted a marketing ROI of 2% (approx.).
Table of Contents
1. Executive Summary ..............................................................................................2

2. Industry/Company Review ..................................................................................1

3. Buyer Analysis .......................................................................................................1

4. Company Overview (Sachi) .................................................................................2

5. STP .........................................................................................................................3

6. Product Review .....................................................................................................3

6.1. Brand Name: AKIRA ............................................................................................................ 3

6.2. SWOT .................................................................................................................................... 5

7. Value Preposition ..................................................................................................5

7.1. Brand Identity: Kapferer’s Brand Identity Prism ................................................................. 6

8. Perceptual Mapping..............................................................................................7

9. Competitor Review ...............................................................................................7

10. Press Release ..........................................................................................................8

11. Advertisement & Promotional Cost ....................................................................9

I
2. Industry/Company Review

The Indian culture is extensively diversified in terms of language, tradition, festivals and clothing.
The clothing has evolved over the years with plethora of varieties and innovation in the ready-made
garment sector especially. The total apparel market size in India was INR 2, 48,250 Cr in 2014, and
is estimated to grow at a CAGR of 9.9% to reach INR 3, 94,450 Cr in 2019 and to INR 6, and 40,800
Cr in 2024. Of the total apparel market, Menswear contributes to a majority, i.e. 42% of the
total market in 2014, while Women's wear contributed to 38%. In terms of spending, the two top
consumer categories—elite and affluent—will become the largest combined segment by 2025,
accounting for 40% of consumption compared with 27% in 2016 (Singhi, Jain, & Sanghi, 2017). A
study conducted by McKinsey & Co. reveals that a culture of disposable fashion is proliferating in
which retailers keep putting out greater volumes of inexpensive clothing. Consumers are attracted by
the low cost and constant newness of products (McKinsey&Co, 2017).

Other study on Active wear

Active wear has been defined quite narrowly as clothing designed for being active in sport or exercise,
and more broadly as clothing designed to transition from leisure to casual daytime wear or evening
wear (Sullivan, Hanlon, Spaaij, & Westerbeek, 2016).

The literature on activewear branding shows that marketing must consider broader consumer needs
and lifestyle factors. However, few studies specifically looked at females or conducted a gender
comparison. Activewear brands can benefit from emotionally targeting both competitive and non-
competitive sport participants in their marketing. The relationship between the context in which
people wear activewear, including consumer profiles, and their purchasing decision-making.

The group has decided active wear as a regular clothing that is meant for active women i.e. women
who are working professionals and housewives as well. The clothing talks about the comfort level
that any women needs who is active all the day in either household activities or professional activities.

3. Buyer Analysis

Who buys the product: The product is bought by women especially the ones who are independent
or it is bought by students. The reason being the theme of Active wear itself appeals to the independent
working class women and students.

Who decides: The decision maker here most of the time are the women itself they might take this
decision after a mild search or active search.

Group A3 | IMC Assignment | Akira 1

Who influences: The influencers here might be Celebrities or they get influenced by the current
fashion trends or the products on display in the store

Demographic factors: The demographic factors that influence the buying decisions are the age,
gender, occupation and lifestyle.

Geographic factors: The market for active wear is urban and metropolitan cities therefore these
places urban and metropolitan cities might influence the buying decisions.

Psychographic factors: When it comes to psychographic factors the perception, motivation,

learning, beliefs and attitudes play a major role.

Behavioural factors: The behavioural factors that influence the buying decisions are the Family,
Reference groups and the Roles and Statuses.

Is the buying behaviour charectarized by limited or extended problem solving: The buying
behaviour is characterized by limited problem solving because it involves low risk

Is it a high or low involvement process: It is a low involvement process because the product is
bought in a limited time and is often influenced by what has been displayed in the store and rigorous
involvement does not take place.

4. Company Overview (Sachi)

Company was started in 1998, Sachi is one of the many growing retail chain in India. Sachi has carved
a niche for its brand of merchandise creating a loyal following in a rapidly evolving retail scenario.
The company has already established 108 Sachi stores measuring 8,000-34,000 sqft in floor space
across 61 cities. Company grew at 9 percent with revenue generated around Rs 1500 Crores.

The Sachi format offers a predominantly exclusive brands model across women’s wear, menswear,
kids’ wear, footwear, lingerie, cosmetics, perfumes and handbags, household furniture and
accessories. With a variety of designs and styles, everything at Sachi is exclusively designed and the
merchandise ranges from stylized clothes, footwear and accessories for men, women and children to
well-co-coordinated table linens, artefacts, home accessories and furnishings. Company strives to
provide enhanced customer’s shopping experience by having Well-designed interiors and stores are
located in prime locations.

Sachi stands out from the competition for a variety of reasons. One is that a majority of the brands
the chain stocks and sells are its own, unlike retailers who store multiple labels. About 93 per cent of
Sachi’s offerings are home-grown, and they cater to different customer segments. The other 7 per
cent includes toys, cosmetics and lingerie.
Group A3 | IMC Assignment | Akira 2
While Sachi does its regular brand building through advertisements in the media, more important are
its in-house promotions, which peak during the three main festive seasons: summer, Diwali and
Christmas. The promotions are mostly theme based, with decorations to match, live bands and other
attractions.

5. STP

Segmentation Target

Demographic  Students  Post Graduates, Under Graduates

 Working Class  Private Sector, Public Sector, Self-employed
 Housewives  Independent decision makers

Psychographic  Attitude  Trendy , Positive Outlook

 Lifestyle  Social, Busy, Active

Positioning: Actively Fashionable

6. Product Review

6.1. Brand Name: AKIRA

Logo:

Tagline “The style you deserve”

Benefits sought: casual wear, can be worn on special occasions, to work as well as day to day activities

The Product: Akira will carry products in various categories catering to all women. Following are
few examples

Group A3 | IMC Assignment | Akira 3

 Product Woman Palazzo

Attributes Free size, lightweight,

comfortable

Pros Light weighted, comes

in variety of colours
and designs

Price Rs 699 onwards

Product Indian Jumpsuit

Summary Loose fitting,

Available in different
prints, Well fitted,
Available in all sizes

Pros Light weighted, comes

in variety of colours
and designs

Price Rs 699 onwards

Group A3 | IMC Assignment | Akira 4

 Products Price
Kurtis Rs 599/- Onwards
Semi Anarkalis Rs 799/- Onwards
Palazzos Rs 699/- Onwards
Jump suits Rs 899/- Onwards
Long Skirts Rs 799/- Onwards
Ethnic Printed Maxis Rs 899/- Onward

Place:

 Exclusive retail outlets

 Exclusive online platform

6.2. SWOT

Strength Weakness
• In-house designers  Less advertising budget
 Increased SD&A expense
• Quality  No presence in multi brand retail outlets
• Durability

Opportunities Threats
• Growth in apparel market at 9.9% • Cultural hindrance
CAGR
• No brand loyalty among the youths
• Shift in trend among working women

7. Value Preposition

Akira provides emotional benefits and self-expressive benefits along with the functional benefits.

Functional Benefits
• Ease of use
• High quality fabric using natural cellulosic fibre.
• Light-weight because of cotton material.
• High durability
• Sweat absorber
Emotional Benefits: Wear Akira to be active and be active to wear Akira

Group A3 | IMC Assignment | Akira 5

Self-expressive benefits:
• Customer feel very active throughout the day
• Today's woman wear what depicts their personality. So, when they wear Akira they would feel
more confident, fresh and positive yet feel closer to the traditions and values

7.1. Brand Identity: Kapferer’s Brand Identity Prism

Personality-Confident and
Physique-Texture,
Independent
Comfort, Colour, Indian
Prints & Design

Culture- Being the Modern

Indian
Relationship-Distinctive “The style you
deserve”

Self-Image- I am an active and

Reflection- They have an
gracefully strong independent
active lifestyle and are
woman
comfort seekers

Group A3 | IMC Assignment | Akira 6

8. Perceptual Mapping

My Map
High Price

High Variety
Low Variety

Unorganized
Market

Low Price

9. Competitor Review

Parameters MAX FabIndia Biba

Sales Rs 1,800 Cr Rs 1148 Cr Rs 800 Cr

Growth 35% 30% 32.5%

Key benefits  Value for money  Organic fabric  Trendy and

 Store fashionable
ambience
 Location of
the store
Positioning Look good, feel good Lifestyle brand which Change is beautiful
is Indian at heart

Advertising &  End of season sale  Word of  End of

Promotions  Festive Promotions mouth season sale
 Lucky Draw  Print media  Festive
 Loyalty card  In store Promotions
program posters  Free
 Pamphlets and coupons and
Hoardings discounts

Group A3 | IMC Assignment | Akira 7

  Online
campaigns

Strengths  Good advertising  Maintains  Strong

through media Indianness presence
 Huge network of  Hand woven across India
retails fabric
 Licensing channels
across the globe
Weakness  Less TV ads  Expensive  Poor
financial
performance
of the parent
company

10.Press Release

Sachi comes up with an active lifestyle brand- ‘AKIRA’

With a wide array of style from Indo western to

fashionable and traditional wear, Sachi is launching a
brand- “AKIRA” with a collection of summer wear
and festive wear for every occasion and mood. The
palette is fresh and vibrant, with clothes in a variety
of colours and prints along with classic colours like
black. The collection is highly fashionable but at the
same time very wearable on everyday basis. The
clothing offers both fashion and functionality. It is
attractively priced at 600 upwards. Speaking about it,
the Marketing Head said AKIRA is inspired by the active lifestyle of omen these days, so it’s a perfect
archetype of Indo-western fashion that is suited to Indian taste. The new collection is crafted for
today’s women who are independent decision makers and are active throughout the day. Be it
all day work or an evening out, the clothes are designed to seamlessly transform across multiple
settings. The clothing line will be available in most of the urban cities at all shopping malls and stores
of Sachi.

Group A3 | IMC Assignment | Akira 8

11.Advertisement & Promotional Cost

The below mentioned graphs explains the advertisement and promotional expenses and the brief
calculation can be found here in the excel sheet. The campaign estimates the marketing ROI of 2%
(Approx.)

% of Ad cost- Monthly
20.00%
17.19%
18.00% 15.42% 15.98%15.42%
16.00%
14.00%
% of Ad cost

12.00%
10.00%
7.04% 6.70% 6.70%
8.00%
5.11%
6.00% 3.67%
2.95%
4.00% 1.74% 2.08%
2.00%
0.00%

Month

IMC mix as a % of total Ad Cost

50.00% 43.50%
45.00%
40.00%
35.00%
% of Ad cost

30.00%
25.00% 20.20%
20.00% 14.36%
15.00% 9.57% 8.46%
10.00%
2.17% 1.74%
5.00%
0.00%
TV ad Sales Promtion News paper Public Magazine Social Other
- Discount @ Print ad Hoarding Print ad Media+Mail research
POS Marketing
IMC Mix

Particulars PAN India

Before Ad (least communication) ₹ 2,40,00,000.00
₹
Ad cost 29,29,07,391.25
After Ad for a month- Sales ₹ 3,00,00,000.00
Marginal Sales ₹ 60,00,000.00
Marketing ROI 2.048%

Group A3 | IMC Assignment | Akira 9