DIRECT MARKETING PRESENTATION

II BURNEET KAUR I SARTHAK RANKA I SASHWATI CHATERJEE I SHUBRA BUNDELA I SUKANYA GHOSH II

About M&S

• Loved by millions of people across the world

• Offers high quality fashion, award-winning food and stylish homeware

• In a joint venture with Reliance India Ltd.

• Operates through 32 retail outlets across India

TOWS ANALYSIS

Threats

Global economic Slowdown Government’s ambiguity towards single

brand retail outlets Increasing online merchandisers (like

fashion & you, flipkart etc.)

Opportunities

Increasing premium apparel market at 29% Biggest spenders in India aged below 35 years

of age (65% of the population) Increasing demand for global brands

Weakness

Perceived to have limited range of products

Highly priced vis-à-vis competiton Late entrant in the market Low advertising spends

Strengths

Strong global presence Eco-Friendly range of products 35 stores across premium markets in India Strong distribution network via Reliance value

chain

POSITIONING MAP

OUR MARKETING APPROACH

Direct – connecting to heart marketing approach

Inner layer ‘INFLUENCE’

Deeper layer ‘ENGAGE’

Skin layer ‘REACH’

LET’S TRY TO DECODE OUR CONSUMER

WHOSE OUR CONSUMER?

Demographics

WomenAge :- 22–26 years Region :- Delhi/NCROccupation :- Working professionals/ Post-Graduate students etc.SEC Classification :- SEC A+ family

Psychographics

• Just out of university, they are enjoying the heady feeling of new-found freedom & responsibility at the same time

• They live for the present and want to make the most of every moment of the day spent out of work

• Friends form an important part of their lives and how they are viewed by them is key

• Popularity with the opposite gender is their currency of cool• They love to shed out money on ‘looking good’ • They love to experiment and flaunt their wardrobe collection

THE KEY INSIGHT

At this age, their preference change every day. Each time they lay their eyes on an attractive in-trend lifestyle apparel, they fall in love – hook, line and sinker, are sure they want to own it.. only till they see another one in stores again

For them dressing isn’t just about the right dress; its about finding the right look. Best girlfriends do everything from choosing the right dress with supporting accessories, the right make all to look ‘WOW’!!!

WHO ARE WE?

• Who are we? We are your ultimate styling partners

• What do we stand for?We stand for style, elegance which is everlastingThe ‘EVERLASTING’ fashion

• What is our main aim?Our main aim is to give you the ‘fashion edge’over your peer group

• What do we do to achieve our aim?We bring you a high style quotient, to impress any potential mate &

to take on any upcoming challenge

THE APPROACH

Inner layer ‘INFLUENCE’

Deeper layer ‘ENGAGE’

Skin layer ‘REACH’

GET THE “LOOK OF THE WEEK” CONTEST

CELEBRATE SPECIAL OCCASIONS WITH M & S

THE MARCH “END OF SEASON” SALE

‘LOOK OF THE WEEK’ OFFER

• A new look every week by M&S in-house designers

• Ranging from apparels, handbags, shoes, perfumes, accessories etc.

• Option to ‘choose n pick’

• Only for M&S exclusive members

• Scan and avail discount offers also available

Celebrate special occasion with M & S

• Occassions like New Year, Republic day, Valentine’s Day, Women’s day etc.

• For Instance, offers on Women’s day can be :-

• Pamper yourself this Women’s day- This Women's Day have your cake and eat it too! Walk into our store at Connaught Place, H-block or DLF Promenade, Vasant Kunj and we will treat you with a free styling session and also reward you for it

• Get a chance to win restaurant & spa vouchers!

• Gift vouchers worth Rs. 2000

END OF SEASON SALE

• Grand sale on all merchandise

• Buy 2 get 1 free offer to boost sales and acquire new customers

• Additional discounts for HSBC card holders to increase the reach of the brand

CAMPAIGN TIMELINE

DECEMBER - FEBRUARY (WINTER SEASON)

FIXED DATES - CELEBRATE SPECIAL OCCASSIONS WITH M&S

MARCH - END OF SEASON SALE