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E FASHION

MONIKA DAGA
FMM 9.1
ASSIGNMENT 2
LECUTURER: FANKAR IMAM

SUBMISSION DATE: 27
TH
AUGUST 2014

















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EXECUTIVE SUMMARY
Over the past 10 years weve seen a dramatic change in the retail landscape of the Bridal wear
industry. Tragically, many bridal brands have fallen victim to this increased competition and
closed their doors because they never had a solid marketing strategy and system that leveled
the playing field. The study focuses on JADE by Monica & Karishma, an Indian bridal wear
label featuring collections vibrate with energy and lead with a non conformist attitude, a
reflection of their personalities to help increase their chances of success in the competitive
market by introducing a new marketing strategy : launching an e-commerce website for the
brand.
Similar to any marketing strategy, a multichannel approach is the most useful for any brand
looking to advertise itself to brides-to-be. Some marketers have gotten a head-start and are using
varying marketing channels to get ahead of the game, especially since mediums come in handy
during different points in the game. E-commerce forces brands to find new ways to expand the
markets in which they compete, to attract and retain customers by tailoring products and services
to their needs, and to restructure their business processes to deliver products and services more
efficiently and effectively.
Considering the level of competition in the bridal wear market, JADE should come up with its e-
commerce website which will boost their sales and also because they do not need sales forces
and huge capital investments as they do in offline markets.
The overall goal of the study is to provide significant new insights and marketing strategy like
launching an e-commerce website into the development and implementation of JADE by Monica
& Karishma that will contribute to larger customer base and increased profit.
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TABLE OF CONTENT PAGE NO.
1.0 Company Description 6-7
1.1 Company Overview 6
1.2 Vision & Mission Statement 7
1.3 Goals & Objectives 7
2.0 Marketing Audit 8-14
2.1 Internal
2.1.1 Company Analysis
3.1.1.1 Existing Strategy
2.2 External 15-23
2.2.1 PEST Analysis 15-18
2.2.2 Industry Analysis 19-20
2.2.3 Consumer Analysis 21-22
2.2.4 Competitor Analysis 23
3.0 SWOT Analysis 24
4.0 Assumptions 25
5.0 Marketing Objectives 26-29
5.1 Ansoff Matrix 26
5.2 USP & Positioning - Perceptual Map 27
5.3 Points of Parity 28
5.4 Points of Difference 29


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6.0 Marketing Program 30-34
6.1 Marketing Strategies 30
6.1.1 Product 30
6.1.2 Price 31
6.1.3 Promotion 31
6.1.4 Place 32-36
6.1.4.1 Web Plan Strategy 32-36
7.0 List of References 37



















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LIST OF ILLUSTRATIONS PAGE NO.

Figure 1 : JADE Logo 6

Figure 2 : JADE Product Category 9

Figure 3 : Pop Hued Trunks By Jade 10

Figure 4 : JADEs Channel of Distribution 11

Figure 5 : Consumer Behavior Analysis 20

Figure 6 : Online & Offline Brand Awareness 33

Figure 7 : JADEs Home Page Wireframe 34

Figure 8 : JADEs Product Category Wireframe 35

Figure 9 : JADEs Product Page Wireframe 36














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1.0 COMPANY DESCRIPTION


1.1. Company Overview

JADE is born of a fiercely creative spirit and a unique
sensibility. Launched in October 2008 by designers
Monica & Karishma, JADE is today synonymous with
discreet luxury and dynamic harmony. Their passion
to create timeless pieces representing the traditional
Indian crafts in a distinct and refreshing new avatar
sets their creations apart. The collections vibrate with energy and lead with a non conformist
attitude, a reflection of their personalities.
JADE collections comprise of an eclectic diffusion and an exclusive couture Bridal Heirlooms line.
Monica and Karishma found their calling in fashion early and been successfully researching and
consulting for internationally acclaimed fashion labels for over a decade now.
Monica discovered her innate talent and love for draping at St. Martins, London while Karishma
honed her skills in fashion at the National Institute of Fashion Technology, Indias premier fashion
institute.
Having amassed long experience in international fashion for well over a decade there was the
yearning to chart a different course, JADE is the culmination of this yearning.
Their collections have a distinctly global feel which is a reflection of over a decade of experience
in international fashion. Their ability to create timeless pieces representing the traditional Indian
crafts and heritage in a distinct and refreshing new avatar for todays global woman sets their
creations apart.
Figure 1: JADE logo
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1.2. Vision & Mission Statement
JADE aims at creating looks that speaks of casual decadence with an emphasis on luxe
silhouettes, stylized accents, and dreamy hues, all culminating together to create the perfect
look for the New-Age Woman - one who is confident, experimental, and inherently
glamorous! A modern-day twist to traditional Indian wear is the idea behind this new bridal
line. It uses mesmerizing patterns and intricate artistry to create a style statement.

1.3. Goals & Objectives
Started in 2008, Jade is one of the design houses that has become synonymous with luxury
and elegance. JADE offers contemporary Bridal wear to todays chic, fashion forward bride.
Jade manages to bring traditional Indian embroidery and combine it with a new age edgy
vibe to create garments that every Modern bride would covet for their trousseau.








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2.0 MARKETING AUDIT
2.1 Internal Analysis
2.1.1 Company Analysis
2.1.1.1 Existing Strategy
PRODUCT
JADE is today synonymous with discreet luxury and dynamic harmony. JADE collections comprise
of an eclectic diffusion and an exclusive couture Bridal Heirlooms line considering wide and deep
assortment strategy. Jade is famous for its Bridal Heirloom collection, Jade Diffusion & The Jade
Saree. The JADE Bridal Heirlooms collection has gone on to become JADEs calling card, an
absolute must-have in every wardrobe. Each lehenga is handcrafted and dwells in an aura of
inimitable sophistication, effortlessly allowing the JADE Brides charisma to shine through.
Vermillion, Kalash, and Jewel are the three signature lines under it.
The JADE diffusion line collection have Bohemian roots with a strong global influence and a
relaxed elegance. The JADE saree is the ideal canvas and in many ways a reflection of JADEs
design philosophy of effortless elegance. The play of colours, fabrics and draping makes the
saree an absolute joy to design. The details include custom-made Banarasi weaves and French
silk nets, to Italian threads and made-to-measure brass brackets for crystals. Since the brands
inception, the JADE saree along with the JADE Bridal Lehenga have been the most sought after
garments. JADE incorporates varied themes in their collection such as The Bohemian Princess,
Warm Metallics & Rinterprtation. One of their latest inspiration being THE TEMPLES OF
HOYSALA which was considered the epicenter of multicultural trends for fashion in the 13th
century.
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Figure : 2 JADE Product Category. Source : Retrieved on : 10th August 2014 ; http://www.jadecouture.com/


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PRICE
Since its launch in 2008, Jade has tamed bridezillas with its dizzying bejewelled creations,
designed keeping in mind the half-dozen functions that make up urban weddings. JADE outfits
are priced according to Premium pricing strategy, although affordable enough for customers to
invest in the boutiques pop-hued trunks, given by the boutique owners with every lehnga priced
upwards of Rs.2 lakh, have become lust-worthy trousseau pieces, endlessly photographed in the
wedding albums of lucky brides. Jade saris range from Rs. 38,500 to Rs.2.7 lakh, anarkalis from
Rs. 70,000 to Rs.1.7 lakh, and lehngas from Rs. 95,000 onwards.
Figure 3 : Pop Hued Trunks By Jade. Source : Retrieved on 11th August 2014 ; http://media-cache-
ak0.pinimg.com/736x/a0/06/92/a00692d378e86467c4c6497455b16469.jpg

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PLACE
JADE was founded as a label for Indian wear, with the flagship boutique split into two to showcase
the different collections. The plush JADE boutique opened its doors in November 2008 to great
reviews. It houses JADEs eclectic diffusion line and couture bridal wear line. The Jade stores
succeed at creating a realm of style and elegance, owing to the chic interiors of the store that is
further enhanced with the Collections on display. The sense of luxury and style flows from the
dcor to the collections and vice-versa. Moreover, to be in the thick of competition, JADE also
sells through Multi-brand websites - Pernias Pop up shop (Worldwide shopping),
www.perniaspopupshop.com, www.exclusively.in.






Figure : 4 JADEs
Channel of
Distribution.
Source :
Retrieved on :
10th August 2014 ;
http://weddingsut
ra.com/blog/inde
x.php/category/b
ridal-fashion-and-
beauty/
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PROMOTION
Promotions refer to the entire set of activities, which communicate the product, brand or service
to the user. Promotion decisions are related to communicating and selling to potential consumers.
Since these costs can be large in proportion to the product price, a break-even analysis should be
performed when making promotion decisions. It is useful to know the value of a customer in order
to determine whether additional customers are worth the cost of acquiring them.
JADEs promotional strategy involves Advertising, Public Relations, Social Media & Sales
Promotions.
1) Direct Advertising
Print Advertising As a Bridal wear marketer, it is important that the advertising is inspirational
and has a tangible theme we are selling fantasy, said Monica & Karishma.
a) Hoardings
b) Newspaper Ads
c) Magazines
2) Public Relations: PR is the deliberate, planned and sustained effort to establish and maintain
mutual understanding between the brand and the end consumers. Public relations is finally
getting more respect for brand building. In fact, PR has a distinct swagger nowadays and can
no longer be viewed as the stepchild of marketing. The challenge is to motivate a significant
majority of the audience being targeted to perceive a brand in a positive, desired manner. All
public relations - from single and straight-forward publicity to more complex promotions -
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play a major role in establishing and shaping those perceptions.
a) Celebrity Styling - Flash forward to 2011, JADE outfits have become inseparable from the
figures of Bollywood it-girls. And that, it seems, is the ultimate way for a designer to establish
herself in a country where cinema is religion. The power of Bollywood is undeniable. When a
celebrity wears your clothes, it sells out stars here can make you a household name. There
are view to non established Indian designers, who haven't jumped on the celebrity
bandwagon.
b) Editorial - The progressive approach to operationalizing editorial content has driven JADE
to start evolving into newsrooms. Much has been written about the brands embracing
storytelling or, at the very least, becoming better at creating more dynamic audience-
facing narratives.

3) Social Media : We live in a world of media hype and cynicism where advertising has lost
some of its power to influence. Marketers are turning glass-roots, word-of-mouth programs,
social media to create that elsuive and sought-after buzz for a brand. Social media is rapidly
turning into a vital part of the modern marketing mix. Speaking of the so called social media
revolution of JADE, nowadays managing a flexible presence on each of the BIG THREE
(Facebook, Twitter and Pinterest), has become a MUST for striving to bring their business up
to speed.

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4) Sales Promotions : Sales promotion is also an important component of JADEs marketing
communication strategy along with advertising, public relations, and personal selling. At its
core, sales promotion is a marketing activity that adds to the basic value proposition behind a
product (i.e., getting more for less) for a limited time in order to stimulate consumer
purchasing, selling effectiveness, or the effort of the sales force.
a) Price Discounts.
b) Price Pack Deals.
c) Loyalty Incentives.













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2.2 EXTERNAL ANALYSIS
2.2.1 PEST ANALYSIS
Apparel Industry in India is dominated by unorganized sector and with the
increasingspending power of the consumers, the industry is witnessing a surge in
the advent of foreignplayers, High-end Boutique stores are coming up in the market to tap
the rising demand.The factors under PEST analysis will be rated in a scale of 1-10, with 10
being most favourable for the industry. Macroenvironmental factors affecting the apparel
industry are those which lie outside small companies and their competitors. Business
owners have less control of these external factors, and their impact in changing them is
minimal. Instead, small companies must adapt to these macroenvironmental factors, which
include consumer characteristics, technology, government influence and the economy. The
way small companies adapt to macroenvironmental factors determines both their ability to
differentiate themselves from key competitors and overall success. (Zwass 1998)
The PEST Analysis for Apparel industry is as follows:
I. Political Factors
The proliferation of international trade and liberalization of the global trade regime
has dawned in India with the implementation of several programs by the
Government of India to help the apparel industry adjust to the new trade
environment.
The industry has repeatedly been affected by issues such as workers' rights
and child labor laws.
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The countrys political strategy is also not very clear in supporting or
opposing the retail industry, at point government propose a tax hike and at
other propose to boost the sector with grants, which make the players think
about expanding the business or not.

II. Economic Factors
Economic factors can have both positive and negative impacts on the apparel
industry. During economic boom periods, people have more disposable income.
Hence, they may buy more clothing, increasing sales for clothing manufacturers,
wholesalers and retailers. However, recessions have the opposite effect. Sales for
these various clothing entities may be significantly lower.
Inflation Rate.
Purchasing Power.
India faces a rapid growing population and the dispute of plummeting
economic and social disparity.
The country is expected to grow at a rate of 9-10% in the coming years, which
although is not great but when compared to developed countries it is good.
Economic Growth - The Indian economic allure has made it easier in
compelling investors due to low cost manufacturing advantage.




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III. Social Factors
India is the second most populous country in the world. The Indian society is very
famous for its assimilation of new trends and this essentially makes the country a
better place for international players to leverage their global offerings, hence this
will also improve the chances of FDI in retail. The country is seeing a trend in single
family with double earning providing better purchasing power to thrust the sectors
growth.
The Indian social structure is most diverse in the world.
More than 50% of the human population consists of the youth.
More priority is given to time & convenience.
India is one of the small numbers of nations to have a growing segment of
working inhabitants, as there is immense availability of jointly skilled and
unskilled employees.
Both the general public and business are tremendously hierarchically in
order and several Indians find it particularly hard to work in a non-
hierarchical business/social structure.







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IV. Technological Factors
Technology is seeing great leaps in the current days and with innovation coming
inevery day, this is helping apparel retailing in the most important ways like
improving supply chain efficiency, Improving customer engagement programmes.
Increased penetration for market trends.
Advancement in internet technology.
Advent in mobile shopping.
Technological factors affects the apparel industry in terms of availability of
resources, demand and production.
The market has become more competitive and will shift the consumers
towards organized sector which has both volumes and more variety in its
offerings.









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2.2.2 INDUSTRY ANALYSIS

The Indian fashion industry is prodigious and has witnessed what one would call a sea-
change over the years. Much asculture-critics pin ours to be a western-influenced fashion
scenario,truth is, we take immense pride in being levelled by our ethnicity. The fashion
retail industry is a very sophisticated, constantly growing sector. It is the second largest
industry in India as far as employment is concerned.

A. Supply
Players are now moving to Tier II and Tier III cities to increase penetration and explore
untapped markets as Tier I cities have been explored enough and have reached a
saturation level.
B. Demand
Healthy economic growth, changing demographic profile, increasing disposable incomes,
changing consumer tastes and preferences are some of the key factors that are driving and
will continue to drive growth in the organised retail market in India.

In the past two decades, the apparel industry has made a huge leap forward in terms of
changing its total outlook. The trend has changed from what was once a made-to-order-
market to a present ready-to-wear market. Traditionally, the person who needed the
attire gave the order and had to wait for the attire to be sewn and then shipped or
delivered to them. The element of fashion and the craze for design was lower due to the
lack of major brands in the market. Once the idea of ready-mades came into being, where
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people could go to a retailer and choose their clothes instead of ordering them and
waiting, new big players entered the market. This intensified the competition for the
traditional vendors when they started opening up their professional retail chains.
Urbanization has also had its part in this change in trend. Along with it, the preference for
readymade garments has increased manifold.

Moreover, Women without any second thought are the ones who are the most interested in
owning any kind of apparel. Realizing the kind off demand in women wear sector there
have been lot off Textile industry which has established and there have been big players.
In Indian scenario there are diverse textile industry according to the tradition of the state
and region giving a wider range of choice and creativity. No other sector will be able to
compete in terms of creativity and designs. The Indian textile industry is one of the largest
and most important sectors in the country as it is the main source of foreign exchange
revenue as well as employment in India. The industry has been self reliant from the end to
end of the supply chain , from raw materials to the delivery of finished goods, adding
substantial value at each stage. However, the industry is highly fragmented.







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2.2.3 CONSUMER ANALYSIS
With the ever-increasing penetration of internet and social media, the attitude of Indian
consumers has undergone a major transformation over the last few years.. The Indian
consumer market has higher disposable income the development of modern urban
lifestyles and an increase in consumer awareness have affected buyer behavior in cities,
towns and even rural areas. Indian consumers are showing both impulsive and
compulsive buying behaviour.



















Figure 5 : Consumer Behavior Analysis

Source: Retrieved on: 12
th
August 2014 ; http://www.socialmarketingforum.net/2012/09/20-staggering-
stats-proving-why-the-time-to-use-social-media-is-now/



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According to a 2007 report by McKinsey & Co., India is set to grow into the fifth largest consumer
market in the world by 2025. In this scenario, creating consumer loyalty is now a whole new
challenge. These demographic shifts have also created the need for leaders who can keep pace
with change and identify with and predict future demand.

The Indian consumer story is one that has caught the attention of the rest of the world.
Rising incomes in the hands of a young population, a growing economy, expansion in the
availability of products and services and easy availability of credit all of this has given
rise to new consumer segments and a rising acceptability of debt, whether it is mobile
phones, credit cards, apparel or organized retail, people clearly seem to be spending
more, particularly on discretionary items. What has emerged in this consumer story is
the fact that there is much more homogeneity in the market than ever before; for the first
time some patterns have begun to emerge in consumer behavior. The Indian consumer
is also maturing fast and is upgrading within product segments at a pace that consumer
companies are struggling to keep up with.








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3.2.4 COMPETITOR ANALYSIS





Sonakshi Raaj



Indian silhouettes
along with Modern
design sensibilities.

Does not specializes
in bridal wear.




Anita Dongre



New collections
every season
maintains the
vibrancy of the
brand.






Presence of strong
competition means
high brand switching
and low customer
loyalty.





Neeta Lulla



Neeta Lullas
reputation as
successful designer
behind the brand.


Lesser global
penetration is also a
drawback especially
in emerging
economies.

BRAND STRENGTHS WEAKNESSES
BRANDING

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3.0 SWOT ANALYSIS
A. STRENGTH
! Enjoys high brand equity.
! Reworked trends to appeal to the modern Indian women.
! Provides unique & innovative clothing.
! Versatile design & collection that are chic and elegant.
! Follows a high standard of quality.
! Provides customization to clients with smaller budgets.
! Uses mesmerizing patterns and intricate artistry to create a style statement.

B. WEAKNESSES
! Only has a static website.
! Untapped e-commerce participation.
! Lesser global penetration is also a drawback especially in emerging economies.
! Limited brand recall due to lesser advertising compared to leading apparel brands.

C. OPPORTUNITIES
! Expanding in emerging markets.
! Can tap new forms of retailing like online stores to cater to a larger customer base.


D. THREATS
! Competition from other premium designer brands.
! Govt Tax policies on apparel.
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4.0 ASSUMPTIONS

India is the only country that creates and consumes couture with extreme fervour.
Designers dont produce bespoke, extravagant outfits out of a mere love of fashion; they do
it due to a real need. The slowdown in the economy, rising inflation and a slip-sliding rupee
dont seem to have affected the luxury wedding market in the country. In fact, it is business
as usual in the wedding sector and one is tempted to label it recession-proof.

" Assuming that nowhere is this buoyancy more striking than in the designed
garments category, where Bridal wear is almost synonymous with haute couture or
pricey made-to-order clothing. Established fashion designers admit to investing
more than half their time and money into ethnic couture, and younger designers
have been quick to follow suit. Therefore, considering JADE for bridal couture
garments and coming with an e-commerce website for the same will really help in
enhancing customer value & customer loyalty challenges.

" Assuming that when it comes to catering to the wedding wear market: the time
required to create not just glamour, but also intricate craftsmanship in a market in
which demand always exceeds supply, and the intense competition is a big
challenge. If existing customers of JADE are migrated online by creating an online
shopping portal, it will add value to existing product, services & the brand. Also, it
will increase customer profitability by decreasing cost to serve and increase
purchase frequency.
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5.0 MARKETING OBJECTIVES
5.1 ANSOFF MATRIX


















MARKET PENETRATION To bring in e-commerce participation for JADEs customer
loyalty improvement migrate existing customers online and add value to existing
product, services & brand. Also, customer value improvement increase customer
profitability by decreasing cost to serve and increase purchase frequency.

MARKET DEVELOPMENT To sell existing products by adopting new strategies,
marketing segments and distribution channels. Tapping e-commerce participation by
creating an online store for JADE to create a larger customer base in the new as well as
existing demographic.
PRODUCTS
EXISTING NEW
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W

MARKET
PENETRATION
PRODUCT
DEVELOPMENT
MARKET
DEVELOPMENT
DIVERSFICATION
M
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K
E
T

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5.2 USP & POSITIONING PERCEPTUAL MAP





















HIGH QUALITY
LOW QUALITY
21
L
O
W

P
R
I
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E

H
I
G
H

P
R
I
C
E





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5.3 POINTS OF PARITY

1. Affordable Luxury - Affordable luxury is a term coined to describe brands which offer a
considerable level of social status and prestige and yet they remain affordable for the
middle-income group. JADE is a luxury brand that allows customers to enjoy the perks of
owning a branded product that does not carry an exorbitant price tag.
2. Reworked trends to appeal to the Modern Indian Women.
3. High Brand Equity.
4. Have more or less same target market.
5. Similar diversity in global penetration.
6. New collection every season.















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5.4 POINTS OF DIFFERENCE

A. Product Quality
JADE puts a great amount of focus on product quality; it only uses extremely high-grade
fabrics and raw materials. Its products are made through stringent standards.

B. Excellent Customer Service
JADE boosts a pool of well-trained and knowledgeable sales personnel to provide
impeccable service to customers. Indeed, upon entering a JADE store, one would find
Jade frontline personnel well groomed and prepared to provide any assistance needed.

C. Provides customization to clients with smaller budgets.
D. Uses huge machines for just cutting & rolling fabric, even craftsmen use Italian scissors.
E. Authenticity of the brand.
F. Wide range of product line.
G. Provides Fashion consultants who help in customizing outfits, coordinate fittings and offer
advice on hair, make-up and accessories.
H. Unique Pop-hued trunks by the boutique which includes dizzying bejewelled lehenga for
the brides trousseau.





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6.0 MARKETING PROGRAM
6.1 Marketing Strategies
According to McCarthy (1960) and Perreault and McCarthy (1999), a brand develops its
marketing strategies by first identifying the target market for its products or services. It
then develops a marketing mixa particular combination of product, price, promotion,
and place designed to enhance sales to the target market. A unique mix of these elements
in a given industry allows firms to compete more effectively, thus ensuring profitability and
sustainability. The Indian Fashion retail industry is witnessing a massive transformation
with the growth of organised retail and increasing fashion sensibilities of the Indian mass
consumer. Taking a cue from the emerging trends in the Indian fashion industry, JADE by
Monica & Karishma has created a niche in this space on the back of a strong market
segmentation and a well-planned retail presence.

6.1.1 Product
JADE renews its collection every season to keep at pace with other competitive brands in
the market. JADEs creations revolve around the New-Age Woman confident,
experimental, and inherently glamorous. The looks speak of casual decadence, imploring
the sensibilities of a trendsetter and the Fierce Experimentalist. The JADE collection, which
includes JADE BRIDAL HEIRLOOM, DIFFUSION, and THE JADE SAREE with its fusion,
twists promises to raise an eyebrow or two. The upper and upper middle class of the
consumer segment does look where it is investing its money, even in the small things like
apparels, but also wants to carry a style statement for the same. Eyeing an opportunity in
the growing mass apparel market, JADE is bringing design wear to the mass consumer.
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6.1.2 Price

According to V Rajesh, Retail Subject Matter Expert thinks that today the mass segment
obviously cannot afford apparel showcased in Lakme or Wills fashion week. Thus, if they
get a chance of getting apparels by the same designers at a much affordable rate, it is a
good proposition for both the consumer and the marketer. Thus, the budding apparel
entrepreneurs Monica Shah & Karishma Swali has consciously priced according to
Premium pricing strategy still affordable for the upper & middle-income group. Also, they
customize outfits for customers with a lower budget. Thus, the value for money proposition
and a designer tag not only suit the pockets but also fills the aspirational need of the
consumer. In addition, according to Brand expert and columnist Santosh Desai, Indians are
bent up on value for money, they look at the price point and from that perspective there
are many different designers to look at in todays market. The Indians look at affordable
apparels that have got the signature tags of designers. Therefore we see a balance being
created between the seriousness of the designers and the price tag that comes with their
signature apparels, he adds.

6.1.3 Promotion
There is an overall need and good opportunity in the market for designer brands to flourish
today. As Indians look for originality that distinguishes them from the mainstream, JADE has
its view from being on the top end of the pyramid to catering to the masses at the bottom
too. And to spread the word about JADE to its customers, a successful promotional strategy
is followed which involves Advertsing, Public Relations, Social Media & Sales Promotions.

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6.1.4 Place
The major focus of the study is to launch a new marketing strategy for JADE, a label for
Indian Bridal wear by starting a new channel of distribution to its customers. The idea is to
come up with an online portal for the brand to increase its customer base, frequency of sale
and profit margin. It will also help in building brand philosophy and values. Although
figures vary widely from product to product, roughly a fifth of the cost of a product goes on
getting it to the customer. Place is not always a physical building such as a retail outlet or
shop, but includes any means by which the product is made available to the customer. A
brand has to balance getting enough of its products to its target customers against the
problems or costs of distributing them.
Currently, JADE sells through its flagship store based in Mumbai. The Jade store succeeds
at creating a realm of style and elegance, owing to the chic interiors of the store that is
further enhanced with the Collections on display. The sense of luxury and style flows from
the dcor to the collections and vice-versa. Moreover, to be in the thick of competition,
JADE also sells through Multi-brand websites - Pernias Pop up shop (Worldwide
shopping), www.perniaspopupshop.com, and www.exclusively.in.
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Figure 6: Online & Offline Brand Awareness
Source: Retrieved on 18
th
August 2014; https://www.redant.com/_assets/files/Digital-Strategy-Whitepaper.pdf

6.1.4.1 Web Plan Strategy
A web strategy is an essential asset for any firm or organization. The idea is to launch an e-
commerce portal for JADE by evaluating the current website and new online portal through
usability, accessibility and standards compliance. An online presence of a brand means
more than a website. A successful web strategy will seamlessly integrate JADEs internal
workflow with the website. Also, it will advance its mission & vision and will help in
enhancing its plans.
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WIREFRAMES FOR THE INTRODUCED E-COMMERCE PORTAL FOR JADE

Figure 7: JADEs Home Page Wireframe





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Figure 8: JADEs Product Category Page Wireframe






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Figure 9: JADEs Product Page Wireframe






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LIST OF REFERENCES

! Asiya, 2013, The Brides Lookbook, Retrieved: 16
th
August 2014, from
http://www.aainabridal.com/2013/09/the-brides-lookbook-jade-by-monica-and.html
! Bhayani, V 2014, JADE at Lakme Fashion Week, Retrieved: 13
th
August 2014, from
http://www.pinkvilla.com/fashion/celeb-fashion/jade-monica-karishma-collection-
lakme-fashion-week
! Chakravorty, P 2013, Brides in Mumbai go to Jade by Monica & Karishma, Retrieved:
15
th
August 2014, from http://mumbaigloss.in/jade-by-monica-and-karishma-bridal-
wear/
! Jhaveri, P 2014, Wedding Sutra, Retrieved: 14
th
August 2014,
http://weddingsutra.com/blog/index.php/2014/04/22/your-guide-to-purchasing-
mid-budget-lehengas-in-mumbai/
! Kuriakose, S 2014, Where the home and heart is, Retrieved: 19
th
August 2014, from
http://www.dnaindia.com/mumbai/report-where-the-home-and-heart-is-1975259
! Makhija, P 2013, Bridal-wear: Bride no bar, Retrieved: 22
nd
August 2014, from
http://www.livemint.com/Leisure/rAqe5xfANyzkfXv63xO2kJ/Bride-no-bar.html
! Sherman, B 2010, Marketing Mix in the fashion industry, Retrieved: 12
th
August 2014,
from http://fashionmarketinglessons.wordpress.com/2010/11/27/using-the-
marketing-mix-in-the-fashion-industry/
! Shin, N 2014, Strategies for Competitive Advantage in E-commerce, Retrieved: 15
th

August 2014, from http://www.csulb.edu/journals/jecr/issues/20014/paper4.pdf

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