END TERM JURY

IMC
Brief 2

SOULED STORE

Prathyusha D Spandana K Abhignya A Y Purva M

 ABOUT
SOULED STORE
The Souled Store was founded in 2013 by Vedang Patel, Aditya
Sharma, Rohin Samtaney, and Harsh Lal.

A B2C company, they sell a variety of pop culture merchandise.

The first store was opened in Mumbai followed and now has over
18 store across metropolitan cities like Delhi, Hyderabad and
Pune.

Valuation of the company as on May 22, 2023 is $98.6M, and an

Annual Revenue of $29.4M.
 PRODUCT

Souled store offers a wide range of apparel and

accessories, with a focus on pop culture - movies,
TV shows, cartoons & comics, video games.
They have recently expanded their product
offering into basic t-shirts, shirts , jeans and
loungewear.
Licensed collaborations with popular franchises,
ensuring authenticity and exclusivity in their
designs, with a focus on quality.
 PRICE
The brand’s pricing strategy reflects their
target audience - young & pop culture
savvy.
T-Shirts - ₹599- ₹1299
Offer products at a range of price points
Shirts - ₹599- ₹1999
while maintaining a perception of quality
through brand image and licensed
designs.
The Souled Store is a discount-less brand,
focusing on delivering great quality and
value for the price customers pay.

Bottomwear - ₹1299- ₹2499

Coord sets - ₹999- ₹2943

 PLACE

Strong online presence through its

website and mobile app.
Marketplace - Flipkart and Myntra
They began exploring physical stores to
complement their online presence,
creating a more well-rounded customer
experience.
Offline presence in Delhi, Mumbai, Pune,
Bangalore and Hydeabad
PROMOTION
The brand has a strong social media presence -
01 create engaging content and interacting with their
audience.

Influencer marketing - The brand partners with

02 influencers and content creators that include pop
culture references - target young demographic

Content marketing - They might discuss upcoming

movies, analyze popular TV shows, or create
03 discussions around pop culture trend, fosters a
community around their brand

Licensed collaborations - Official branded

04 merchandise featuring popular characters and logos.
Collaboration with ISRO - Chandrayaan 3 collection.
 Psychographic
SEGMENTING Pop Culture Enthusiasts
Understanding Trendy and Fashion-
Conscious
your customer base Tech-Savvy and Socially
Connected
Passionate and
Expressive

Geographic Demographic Behavioural

Location: Young Age: 16-30 years old, with

Online Shoppers
adults in India, focus a focus on 18-24
Interest in Pop
on urban and semi- Tech-savvy, comfortable
Culture Merchandise
urban areas. with online shopping
(Fandom)
Climate: Adapting Socioeconomic Class:
Active on Social
merchandise offerings Middle Class Gender:
Media
based on regional Slight skew towards
Budget-Conscious
climate variations males (61% website
across India. visitors)
 TARGETING
Finding Your Niche

Size & Profitability:

01
Large and Growing
Market- Young India
with rising disposable
income Target Segments: Reachability:
02 03
Riding the Pop Culture Focus on 16-30 year Digital Presence
Wave - India's growing Socially active, internet- Physical stores
fascination with pop savvy individuals across major
culture like Marvel, DC, passionate about pop metropolitan
and Harry Potter culture trends. cities
Experimental and
creative
 Standing Out in a
POSITIONING
Crowded Market
USP: Exclusive, pop-culture-themed designs on
01 high-quality merchandise.
Brand Identity: Fun, youthful, fandom culture.
Pricing: Value for price, targeting the mid-range
market.
Marketing & Promotion: Strong social media
presence and influencer marketing to reach their
target audience.

Personality: Vibrant & Youthful, Trendy Designs,

02
Quirky Merchandise, Active Engagement with
Fandoms
Perception: Go-to Destination for Unique, Officially
Licensed Merchandise, Affordability & Quality,
Community Among Pop Culture Enthusiasts
PRELIMINARY
RESEARCH
POP CULTURE SOULED STORE CONSUMERS’
PERCEPTION ABOUT THE BRAND

To analyse how Souled Store’s consumers

01 perceive the brand

To understand the awareness among

02 consumers about Souled Store’s product
categories beyond Pop culture

Sample Size:
50 respondents
who have either
purchased or not
from the brand

BASICS
BRAND PERCEPTION
For consumer’s perception on what the brand For what contributes the most towards their
communicates the most, Fan Oriented is their first perception, Marketing and ads show the
thought at 44%, followed by fun and quirky. maximum impact at 36%

Since, Souled Store has

Trendy more to offer such as trendy
12% clothes, out of the box Quality
designs and not just fan 23%
Affordable Marketing & Ads
Fan oriented oriented clothing,
10% 36%
44% They should focus on
marketing their products in
Fun & Quirky different ways to pump Word of Mouth
29% other aspects of their brand 29% Customer
too service
14%
POP CULTURE FACTORS
Not interested
Unaware
11% 20%

Very interested
Well aware
31.9% 34%

Somewhat interested
Somewhat aware
57.1%
46%

How interested are you in Are you aware of trendy items sold
pop culture (movies, TV at Souled store such as summer
shows, music, etc)? casuals, formals, everyday basics
that are not pop culture oriented?
PRIMARY DATA INSIGHTS
NEW CATEGORY
EXPANSION
NEW STORE Basics collection launched 2 years ago to
EXPANSION cater to all individuals

Rapid store expansion from 25 stores Sales contribution (category)

today to 50 stores by the end of the year 30% basics, 70% Pop culture

Objective: Increase brand accessibility Sales contribution (gender)

(touch points) Womenswear 15% Menswear 85%

Sales contribution Actively marketing basics. Eg- collaboration

75% online 25% offline with corporate events to sell formal wear.
 Concept:
MY SOULED While the brand has built its reputation on creating
garments inspired by iconic pop culture references,

STORIES it's now turning its focus to the diverse stories of its
customers.
WHAT IS YOUR STORY?
Whether you're a die-hard pop culture fanatic or
someone who prefers casual basics, Souled Store
promises to cater to your individuality.

Objective:
To raise awareness about Souled Store's recent
Summer casuals while staying true to the
brand's niche and DNA.

To leverage social media and recent store

expansions while advertising the campaign

To earn more engagement and sales from the

campaign
 DAGMAR MODEL

AWARENESS

The DAGMAR model emphasizes a clear path for advertising success. It

outlines four stages that potential customers move through.
COMPREHENSION

Through this comprehensive approach, aim is to drive engagement,

CONVICTION conversions, and long-term customer relationships while showcasing the
unique stories behind each Souled Store garments.
ACTION
DAGMAR APPROACH
& STRATEGIES
Living Lookbook

AWARENESS

Personality Quiz Meta Ads

COMPREHENSION

Youtube Series Collaborative Travel

Influencer Partnership

CONVICTION

Blogposts on Designer
Stories

Interactive Freebies ACTION

LIVING LOOKBOOK AWARENESS

OBJECTIVE
To enhance brand awareness for the existing audience in the malls by creating a sense of curiosity and anticipation which
will drive them to the Souled Store physical store.

CONTENT

This concept is a unique PR activity where young models walk around in the mall with the brands merchandise and shopping
bags to entice the customers to shop from the store by creating a buzz around the campaign - “My Souled Story”

EXAMPLES
LIVING LOOKBOOK AWARENESS

IMPLEMENATION

Partnering with local modeling agencies.

Models that reflect Souled Store's target
BUDGET
audience.
Aim to cover high-traffic areas, to gain maximum
interaction with shoppers and creates a sense of
discovery.

Budget for 4 stores = 1,92,000/-INR

META ADS AWARENESS

OBJECTIVE
To generate interest in Souled Store's diverse clothing offerings by raising awareness of the "My Souled Stories" campaign
and its message of celebrating individuality and self-expression through fashion. This will be done through Instagram, where
the brands target audience are widely available.

CONTENT
This strategy is about promoting the brand and its campaign to the targeted audience in a creative way such that it
encourages the audience to consider Souled Store as a potential shopping destination for their summer wardrobe.

EXAMPLES
META ADS AWARENESS

TARGETING METRICS Source - https://blog.zalster.com/meta-ads-targeting-guide-2023-everything-you-need-to-

know/#:~:text=Core%20audience,behavior%20and%20voluntary%20given%20information.

CORE CUSTOM LOOKALIKE

Location - All the cities that souled store is BUDGET

located in.
Demographics - Age: 18-24, Gender,
Interests - Holidays, Vacation, Movies, etc.
Behaviour - Online shopping, Budget
Conscious, etc.
Meta Data - Targeting people who
interacted with the brands Instagram pages.
PERSONALITY QUIZ COMPREHENSION

OBJECTIVE
Increase customer engagement by integrating a fun personality quiz on the Souled Store website and app's homepages that
would immerse them in an enjoyable activity.

CONTENT
The personality quiz will be designed to resonate with Souled Store's target audience, incorporating questions related to
moods, fashion styles, and personal interests. Product recommendations will be provided based on the responses.

EXAMPLES
 COMPREHENSION

PERSONALITY QUIZ

BUDGET
YOUTUBE SERIES COMPREHENSION

OBJECTIVE
To showcase product collaborations with notable influencers/celebrities and connect with the target audience on a deeper
level through a YouTube series titled "My Souled Stories," featuring influencers who embody unique identities and have
carved out their own niche.

CONTENT

Styling my younger self in Souled Store My Souled Self SOS stories: Hotline with comedian
YOUTUBE SHOPPING COMPREHENSION

CARDS

BUDGET

Bewakoof garnered 4X return on Ad Spends

through YouTube Shopping Cards
COLLABORATIVE TRAVEL CONVICTION

INFLUENCER PARTNERSHIP
OBJECTIVE
Increase brand visibility and influence by featuring Souled
Store's diverse products in travel settings, promoting the new
collection and raising awareness of non-popular items.

CONTENT & IMPLEMENTATION

Partner with six travel influencers, three micro, and
three nationally famous, to feature Souled Store's
merchandise during their travels.

Micro-influencers receive free merchandise, while

famous ones have paid partnerships, emphasizing
interactive content creation under "My Souled Store
Campaign."

Encourage #MySouledStory hashtag use to showcase

merchandise's travel utility, reinforcing brand value.
BUDGET
Item Cost Per Unit Quantity Total Cost

Microinfluencers Barter 4

Paid Partnerships for

Nationally Famous ₹40,000 2 80,000
Influencers

Transportation and
Shipping Costs of ₹5,000 - ₹5,000
Merchandise

Monitoring and
₹5,000 - ₹5,000
Oversight

Miscellaneous
₹5,000 - ₹5,000
Expenses

Total Budget = 85,000

 CONVICTION

BLOG POSTS
OBJECTIVE
To enhance brand authority and differentiate Souled Store from
competitors by creating informative and engaging blog posts.

CONTENT
insightful content such as portfolio showcases and behind-the-
scenes glimpses into the collaborative process. Blog posts will be
integrated on the website as well as the app.

Souled store offers a platform for budding designers to send in

their work, which can form a blog post and encourage more
engagement from consumers.
 ACTION

INTERACTIVE CLAW MACHINES

OBJECTIVE

To enhance customer experience, increase brand engagement by encouraging

additional purchases through an interactive claw machine in Souled Store locations

CONCEPT

This revolves around Implementing an interactive claw machine at Souled

Store locations to dispense freebies based on purchase amount and order
value, enhancing the overall shopping experience and promoting brand
loyalty.
 ACTION
INTERACTIVE CLAW MACHINES

IMPLEMENTATION

Implementing an interactive claw machine at Souled Store

locations is a strategic move to enhance the shopping experience,
promote brand loyalty, and drive sales.
Customers can win freebies by entering their bill number from
qualifying purchases above Rs. 2500.
We offer diverse freebie options and ensure stock availability.
Promotion will be through in-store signage and social media. By
tracking metrics like freebie redemption rates and customer
feedback
Budget and ROI
Expected revenue from 9 day
event from 1 store = Rs
2816700

Hence Expected revenue of 4

stores= Rs 11266800

ROI= 11266800/1319976 = 8.5

IMPLEMENTATION OF THE MARKETING STRATEGIES
The objective is to Conduct a random consumer survey to assess the effectiveness of proposed
marketing strategies for Souled Store.

Shopping from Souled Store:

Yes: 56
No: 32

Where do you shop from?

Online: 15
Offline: 10
Both: 21
 TNA PLAN
Strategy Timeline Responsibilities
1.Living Coordinating with the modelling agency, allocating merchandise, Obtain necessary permits
On 1st June
Lookbook and permissions, Coordinate with mall management for space allocation
1st June Onwards Establishing Targeting Metrics, Creative concept, Content preparation & production, Media
2. Meta Ads
(For 3 weeks) monitoring, Performance optimization,
3. Personality Customer engagement, User experience design, Software integration, Frequent software
1st June Onwards
Quiz updates, relevant questionnaire formation, Trends awareness
4. Enhancing Content creation & Planning, Designer Collaboration, Portfolio Showcases, Behind-the-
1st June Onwards
Blog Posts Scenes Glimpses, Consumer Engagement, Brand Differentiation, Audience Connection
1st June Onwards
5. Youtube Influencer collaboration, Content planning, Video production, Promotion and distribution,
(Weekly Once on
Series Audience engagement
Friday)
6. Travel Influencer Selection, Content Planning and Coordination, Merchandise Distribution,
Influencer 3 Weeks Content Creation and Posting, Engagement and Interaction, Performance Tracking and
Collaboration Analysis
Installation and Setup, Eligibility Criteria, Freebie Selection Process, Inventory Management,
7. Freebies 14th - 22nd June
Promotion and Marketing, Staff Training, Maintenance:
THANK
YOU