Competitive Marketing

Assignment

FMS Delhi

AYUSH SINGHAL 213

D SURYA TEJA 216
MAHESH KUNDRAPU 226
VIKRANTH ALAPATI 259
YRCS VARMA 260
ARPIT TODI 112
SATHOSH BODDU 117
MANISH PRABHAT 172
Competitive Marketing Assignment
Category Selected: Apparels

The concepts of e-commerce and e-marketplace have revolutionised the fashion

industry in more than one way. Not only can one shop from the convenience of the
home, one can ensure that favoured brands will still find a way into ones wardrobe
Research has proved that apparel
sales one e-commerce
portals have soared beyond the
expectation while surpassing the sales
of all other categories. B2C growth
analysis reports from around the
world, especially India, have shown
that the influence of the Internet in
dictating purchases and shaping sales
patterns has increased significantly.

In fact, a study concluded that apparel and accessories are among the highest
grossing sales categories in northern America, Western Europe and developed Asian
countries. The global share of online product purchasers, especially in apparel
fashion is more in these countries than in other parts of the world. Many a times this
figure beats other popular categories such as books and video games. The
conclusion that we can draw from these reports is that the apparel fashion industry
in countries such as India is seeing a boom due to the presence of online shopping
portals.

Approach and timelines for execution

We intend to extensively use the below mentioned frameworks to analyse and arrive
at a suitable strategy to revive and drive apparel sales in brick and mortar stores.

26th July 2017 2nd Aug 2017: Industry Analysis

2nd Aug 2017 16th Aug 2017: SWOT, PEST

16th Aug 2017 30th Aug 2017: Competitive intelligence

30th Aug 2017 13th Sep 2017: Environmental scan, pricing products services

13th Sep 2017 27th Sep 2017: Branding options approach, communication
promotions