Integrated Marketing Communication – Term 4

PGDM 2018-20

Group Project
On

Product category: Inner Wear

Brand: FLEXI

Submitted by – Group B6

Sl No PGDM No. Name

1 18024 Sankalp Jain
2 18051 Garv Khanavalia
3 18056 Nitesh Tyagi
4 18094 Anshuman Drolia
5 18115 Masoom Raza
6 18188 Vanisha Marlene

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

Submitted on: 02-08-2019

SDM Institute for Management Development

Mysuru, Karnataka, India
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 mainly
focusing on urban male from middle class who belong to age group between 16-40 years of
age in Uttar Pradesh, West Bengal and Bihar. We are proposing the advertisement plan for
one year. The objective of our integrated marketing communication is by the half of the one-
year campaign, to attain more than 6% of the target males in Uttar Pradesh and Bihar who
know men’s vest & brief and by the end of the one – year campaign, to attain more than 10%
increase in the men’s innerwear market share.

The theme of our advertising and promotional campaign is wearing Flexi- “Bada Aram se”.
We have realized that your company is launching a men’s innerwear brand under the brand
name Flexi. After receiving a RFP for the branding activity and IMC design for Flexi, 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 Flexi. 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). Also the cost implications of various IMC
mix are 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 2019 to July 2020.
Contents
EXECUTIVE SUMMARY..........................................................................................................................2
Men’s Innerwear Wear Market.............................................................................................................4
BUYER ANALYSIS....................................................................................................................................5
COMPANY OVERVIEW...........................................................................................................................6
STP of Flexi........................................................................................................................................6
PRODUCT REVIEW..........................................................................................................................7
SWOT ANALYSIS.....................................................................................................................................9
VALUE PROPOSITION.............................................................................................................................9
PERCEPTUAL MAPPING.......................................................................................................................10
Competitor Review/Analysis...............................................................................................................11
ADVERTISEMENT & PROMOTIONAL COST...........................................................................................12
Objectives:...........................................................................................................................................12
CREATIVE RECOMMENDATION............................................................................................................13
Men’s Innerwear Wear Market
The men’s innerwear market has been currently valued at 9,477 crore and it is expected to
grow at a CAGR of 7 percent over the next decade. and is expected to reach 17,894 crores by
2027. The men’s innerwear market today contributes 7 percent of the total men’s apparel
market.

Traditionally the market was dominated by a large number of small-scale players making
~60-65 percent of the market fragmented and unorganised. The market segment is evolving
gradually and moving towards organised retail sector.

Indian men’s innerwear market has four different segments- Supreme Premium, Premium,
Mid, and Economy.
There are now a growing number of players in this category offering a large variety of
products in varied designs, fabrics, and styles. Flexi is one amongst them offering flexible
products for Men’s.

BUYER ANALYSIS
Who Buy the product: The Product can buy by Male of all age group.

Who Decides: Most of the times buyer itself make the decision to buy sometimes second or
third person (wife, girlfriend, friend, other family member)?

What Influence: Advertising campaigns (TV, Radio, Print Media, Outdoor Ads), Sales
promotions, Brand name, Product quality, Price and Product displayed in the store.
Sometimes second- or third-person recommendation can also influence.

Demographic Factor: Age, gender, occupation, lifestyle, and increased awareness amongst
the consumers about health, fitness and hygiene are the demographic factors that influence
the buying decisions

Geographic factors: Urban and metropolitan cities. The urban and metropolitan cities in
India have started preferring branded innerwear. The consumers are mostly seen purchasing
branded vests, briefs, and boxers. Therefore, these places urban and metropolitan cities might
influence the buying decisions.

Psychographic factors: More focus on looks, comfort, grooming and fashion conscious.
Indian men have become more fashion conscious and are willing to spend more on their
looks, grooming, comfort and as well as on their intimate wear needs.

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

Is the buying behaviour characterized by limited or extended problem solving: Because

of low risk the buying behaviour of customers is characterized by limited problem solving.

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.
COMPANY OVERVIEW
The Company has been started recently in the year 2019. The company is planning to
establish its business in the Bihar, Uttar Pradesh, Kolkata region and later to the whole India
through various distributors and retail channels. As the estimated growth of the industry is
around 7-8% the company expects at the same rate to grow, and the Company’s vision is to
provide the Best quality and comfortable experience through our products.

The company’s product portfolio consists of Vests, underwear, and t-cotton t-shirts. The
company mainly focuses on Design, Quality and comfort of the product. As per the extensive
market research done for the company, we concluded that people Mainly spend around Rs
800-1200 in a year on the Innerwear sort of products and they mainly prefer Comfort and
design the most.

Our Goal: To exceed the expectations of every client by providing outstanding services
which are timely, accurate and innovative.

STP of Flexi
Segment Men looking for exemplary styles and comfort in innerwear

Target Group Urban boys and men from the middle class

Positioning Brand quality, Comfortability, Flexibility by Wearing

Media Recommendation:

Media selection is possible and is based on knowledge of about the ‘reach’ and ‘impact’ of
each medium and media vehicle. Media planning, therefore, is the study of different
advertising media and media vehicles in depth that facilitates media selection and
development of media-mix, and as per our analysis- TV, Paper, Multiplexes, and we can also
go for Hoardings which suits the best for the Company.

PRODUCT REVIEW
Brand Name: -- FLEXi...
 Logo:

Tagline or Jingle: Bara Aram Hai.

Product Benefit sought: Innerwear brand which
Innerwear Vests
offers comfort, fashion and sensuality.

Round/V-Neck, Available In Both The Product: Flexi will carry products in

Summary
Solids/Printed, Sleeveless, Available In two categories catering to all men.
All Sizes
Following are the products-

Light Weighted, Variety of Colours And

Pros
Designs, Well Fitted, Flexibility is high

Price Rs. 90

Product

Men Briefs

Summary Solids/Multi-Coloured Prints, Each Has A Contrast and Elasticated

Waistband,

Pros Printed Detail, Double-Layered Contoured Front Pouch

Price Rs 150
Place:

 Exclusive retail outlets

 Aggressive marketing strategy approach to be followed in the market.
SWOT ANALYSIS
STRENGTH
 Comfort for the consumers because
of the material we use
 The durability that we offer along
with the high-end quality
 The design of the innerwear
 The affordability of the product
  Ad campaigns designed in such a
way to make emotional connect
with people.
OPPORTUNITIES
 The always steady market of
innerwear
 Our further plans of expansion of
the brand
 The growth of the under-garment
Industry
  Potential of providing various
products across the country using
our strong distributional channel
VALUE PROPOSITION
Our products provide emotional benefits and self-expressive benefits along with the
functional benefits.
Functional Benefits
 Affordability
 High end quality
WEAKNESS
 The advertising budget for Flexi right
now maybe be constrained
 Right now, we are marketing and selling
Flexi only in Karnataka so we have
limited the extent of the consumers
 Professionalism is in developing stage
breaking growth rate
THREATS
 Our existing competitors have a large
consumer base
 They have been in the market since ages
and thus have penetrated the market way
earlier.
 Fluctuation in the yarn rate
 Increasing man-power cost to match
international standards
  Comfort oriented
 Durability
 Smart design and exclusivity

Emotional Benefits

 Wear our products to be comfortable and active whole day.

 Underwear gives the sense of authority and sense of control

Self-expressive benefits:

• Customer feel very active and comfortable throughout the day

• Today inner wear depicts their personality. So, when customers wear our products,
they would feel more confident, fresh and positive yet feel closer to the traditions and
values.
PERCEPTUAL MAPPING
 Competitor Review/Analysis
BASES RUPA LUX DOLLAR

Sales (Crores) 1113.63 1227.8 984.52

6% 19.2% 10.9%
Market share
Continuous Uncompromising Sells every item for
USP (Unique selling innovation and quality and comfort $1.00 or less
proposition) quality
Men and boy’s Men and boy’s Men’s and Women’s
Type of products innerwear innerwear & T-shirts Garments and
Cottswool

Target Group Men and boys from Urban boys and men Middle class consumers
the middle class from the middle class
 Continuous  Popular
Strength
innovation Bollywood
with actors endorse
 Diversified set of
investment the brand Products
in latest
 Old trusted
technology
brand in the
 Good brand undergarments
awareness and winter-
hence good wear clothing
brand
visibility

 Changing
 Cost is high
Weakness
to retain the  Informal kind consumer
brand name of
organization, behaviour
and market
share which  Volatile raw
sometimes
 Continuous create material prices
innovation difficulties in
is required information
to stay in flow
competition
hence cost
increases

•End of season sale  End of season  Film stars

Advertising strategy •Festive promotion sale endorsement
•Word of Mouth  Festive  T.V
•Print media promotion advertisements
 Free coupons
and discounts
 Quality and Brand for all Quality and fabrics
Why do people Love durability
them
Low-medium Low-medium Low-medium-High
Pricing strategy (Mass market) (Mass market)

ADVERTISEMENT & PROMOTIONAL COST

The below mentioned image explains the advertisement and promotional cost for the
campaign for the brand FLEXI for the following year –

Total AD Cost

Newspapers ₹ 26,64,000.00
Television ₹ 6,21,000.00
Multiplexes ₹ 4,50,000.00
Social Media ₹ 27,27,000.00

Total ₹ 64,62,000.00

Above are the Costs that we are going to incur for all the medium of advertising channels that we
have chosen to promote our product.

Objectives:
1. To segment our product Flexi to the identified customer by conveying the message
and solution through the product.
2. We expect to struggle in the start, but our approach and methods will surely lead us to
get more than around 8-10% market share in South Indian Innerwear market.
3. Our strategy will focus only on these 3 things:
a. Low cost pricing strategy
b. Aggressive marketing and advertising strategy
c. Availing high and comfortable quality of Undergarments

CREATIVE RECOMMENDATION
• Advertising Objective- The objective of the advertising is to persuade the target
audience to buy the product and to bridge the gap between Mid and Economy
segment.
• Message Strategy (Rationale strategy) - The advertising is focusing on the benefits
of the product such as comfort, quality and flexibility.
“Innovations in innerwear are always subject to offering better comfort and hygiene
by virtue of fabric content”.
• Message Appeal- Flexis message appeal is about comfort and flexibility of the
product and it is made for the mass consumers and will serve them with high quality
products.