Marketing plan of CLOVIA
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This marketing plan is for Clovia, an e-commerce company that sells female lingerie, sleepwear, and swimwear. Some key points: - Clovia was founded in 2013 and is focused on retaining existing customers and acquiring new ones. - Their largest competitors are Zivame, Amante, and Pretty Secrets. - Clovia's strengths include cash flow and delivery capabilities, while weaknesses include delays and pricing compared to competitors. - Their objectives are financial growth, increasing customer value, and creating a comfortable shopping environment for women.
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Marketing plan of CLOVIA
- 1. MARKETING PLAN1 PRESENTED BY: ARPIT JAIN AYUSH ANAND KIRTI KUSHWAHA VARUN AGARWAL VISHAKHA GUPTA
- 2. About us Founded in February 2013 Founder and CEO is Neha Kant and Pankaj Vermani Recently funded by IVYCAP ventures. It is an e-commerce company We deal with female lingerie, sleepwear, swimwear We provide various offers and discounts to maximize our customers and acquire new customers 2
- 3. Where we are now Now ‘Clovia’ focusing on retaining customers. Spending on advertisement per day – - Google adds -1.5 lakhs - Facebook – 3 lakhs 60% of the total sales are from “BRA” Target sales for this year is 60 crore. Their market size has increased from 2% to 4.6% from last three years(2013-2016). 3
- 4. MARKETING SITUATION Mainly focus on India’s female population. Started working internationally in THAILAND. Has cut throat competition with ZIVAME . Profit margin of 15-30% against each product. Partners like Jabong, Myntra, Snapdeal are actively involved. 4
- 6. SWOT ANALYSIS • CASH FLOW • DELIVERIES • RETAIL STORES • INTERNATIONAL EXPANSION • NEW ACQUISITION • COMPETITOR S • DELAY IN DELIVERY • OFFERS • PRICING STRENGTH WEAKNES THREATOPPORTUNITY 6
- 7. WHERE WE WANT TO BE Acquiring first position in the market Retaining old customers and acquiring new customers Earning profits Targeting new market Coming up with customised product Wants to acquire premium customers 7
- 8. Objectives Acquiring more and more customers. Retaining old customers Financial growth of the organization To increase value to the customer To create a shopping environment where women feel comfortable, pampered and stimulated by the wide array of choices that are available to fill their needs. 8
- 9. How we will reach there Promotional activities Pricing Quality product Offers and discounts By acquiring new customers and retaining old customers 9
- 10. EXISTING PRODUCT NEW PRODUCT EXISTING MARKET • FEMALE LINGERIE • FEMALE SWIMWEAR NEW MARKET • INTERNATIONAL LAUNCH • SPORTS WEAR • WINTER WEAR • BACKLESS BRA ANSOFF MATRIX10
- 11. SEGMENTATION • DEMOGRAPHIC FACTOR • AGE • GENDER • GEOGRAPHIC FACTOR • METROPOLITAN CITIES • BEHAVIORAL FACTOR • OCCASIONS TARGETING • FEMALE OF AGE GROUP 18-45 • MIDDLE AND UPPER CLASS CUSTOMER • TIER-2 AND TIER-3 CITIES POSITIONING • LOW PRICING • WIDE RANGE OF PRODUT • OFFERS AND GIFTS ON DIFFERENT OCCASION • NEW CUSTOMER ACQUISITION IS VERY HIGH SEGMENTATION TARGETING POSITIONING SEGMENTATION, TARGETING AND POSITIONING 11
- 12. • FACEBOOK • GOOGLE Ads • YOUTUBE • MAGAZINES • ACROSS INDIA • OFFERS • PENETRATI ON PRICING • SEASONAL DISCOUNT • BRA • NIGHT WEAR • BRIEF • SWIM WEAR PRODUCT PRICE PROMOTIONPLACE MARKETING MIX 4P’S 12
- 13. Did we reach there ? Now we are trying to overcome from break even . According to no. of orders Clovia is ahead from Zivame Recently open international outlet in Thailand Recently launch swim wear and winter wears 13
- 15. SUGGESTIONS delivery on time managing their portal site using ooh mode of advertisement retaining their customers via providing better service to them premium segment should be targeted increase the geographical range of selling products 15
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