RENTIFY Your solution to wearing expensive clothes

Marketing Plan

Table of Content• Executive Summary• Situation Analysis• Goal• Strategy• Tactics• Implementation• Control• Exhibits

Rentify aims to become India's largest fashion rental platform. From brunches to official lunches, club nights to weddings, you can rent designer wear and premium brands at a fraction of their retail price. No more looking for discounts to buy that designer lehenga you were looking for or waiting for sales to buy that branded dress you wanted. We plan to stock classy ethnic and festive wear from multiple designers and trendy western wear outfits from brands such as Armani, Hugo Boss, FCUK, Calvin Klein, Asos. Don't worry about the price - rent whatever you would like to wear from gowns, lehengas, anarkalis to dresses, suits, sherwanis and tuxedos. Our brand new men's wear collection includes Suits, Tuxedos and Jackets from international brands along with traditional Sherwanis and Kurta Pyjamas sets from best Indian designers. Rentify also plans to offer free delivery, pick up and advance booking for western wear, custom fitted ethnic wear and men's wear. Next time you go out, just rent that gorgeous dress for your dinner date, or get delivery for that coveted gown for your cocktail event in no time. Be it your bridal lehenga, designer outfit for festivals or branded suits for weddings, Rentify will be there for you.

Overview

Competitors

1 2

Course of Action• Carry an assortment of sizes to fit most of the customers in different regions

of the country.• Provide customers with an efficient customer service in an atmosphere of

maximum hospitality.• Advertise and promote in areas that our target customer base will learn about

our website.• Continuously review our inventory and sales and adjust our inventory levels

accordingly.• Ensure that our logistics services is quick and reliable delivering our product

on time to our customers.• Making sure that our renting price is affordable and fits perfectly in a

scenario when compared to the product’s actual MRP.

Table of Content• Executive Summary• Situation Analysis• Goal• Strategy• Tactics• Implementation• Control• Exhibits

Strengths• Offering of over 10000 products

with more than 100 brands.• Efficient supply chain and delivery

capability helping to cater more than 1500 locations.

• Bunch of professionals having various design expertise and retailing experience working for the firm.

• Good advertising and marketing campaigns on TV, social media and print.

Weakness• Competitors having some percentage

market share which is limited in the first place.

Opportunities• Selling private labels can increase

their margin.• Partnership with celebrity

designers, Bollywood movies can increase its fashion appeal.

• Bridal collection to tap the big wedding market in India.

• Expansion into global markets can boost business.

Threats• Competitors like Flyrobe and Rent It

Bae can make their way to the top.• Fashion segment is becoming popular

leading to increased competition.• Economic fluctuations and

unfavourable government policies.• Customer damage of rented clothes

might lead to huge loses.

Table of Content• Executive Summary• Situation Analysis• Goal• Strategy• Tactics• Implementation• Control• Exhibits

• Identifying Consumer Trends• Revenue Growth• Optimum Profit Levels• Brand Recognition• Quality • Employee and Customer Satisfaction

Table of Content• Executive Summary• Situation Analysis• Goal• Strategy• Tactics• Implementation• Control• Exhibits

1. College Going Students – Age (17-24)

-About 40% of sales can be generated!!!

2. Employees in IT Firms – Age (25-40)

-About 50% of sales can be generated!!!

Famous Luxurious Brands

Outsourcing Logistic Services

Table of Content• Executive Summary• Situation Analysis• Goal• Strategy• Tactics• Implementation• Control• Exhibits

Categories of ProductMen1. Ethnic 2. Western 3. Wedding4. Clubbing5. Suits and Tuxedos

Women1. Wedding2. Sarees3. Western4. Ethnic Gowns5. Party Dresses6. Designer Wear

For Men MRP Price Range Renting Price Range Percentage RatioCompared to MRP

Ethnic Rs.5000-Rs.200000 Rs.800-Rs.25000 12.5% - 16%

Western Rs.3000-Rs.70000 Rs.500-Rs.7000 10% - 17%

Bridal Rs.10000-Rs.250000

Rs.1600-Rs.30000 12% - 16%

Clubbing Rs.4500-Rs.80000 Rs.600-Rs.8000 10% - 14%

Suits and Tuxedos Rs.3500-Rs.60000 Rs.500-Rs.6000 10% - 14%

Pricing Strategy

Pricing StrategyFor Women MRP Price Range Renting Price Range Percentage Ratio

Compared to MRPWedding Rs.15000-

Rs.300000Rs.5000-Rs.35000 12% - 33%

Sarees Rs.7200-Rs.55000 Rs.800-Rs.6000 11%

Western Rs.1000-Rs.25000 Rs.250-Rs.3000 12% - 25%

Ethnic Gowns Rs.2000-Rs.61000 Rs.350-Rs.8000 13% - 17%

Party Dresses Rs.2000-Rs.40000 Rs.500-Rs.7000 17% - 25%

Designer Wear Rs.10000-Rs.500000

Rs.2000-Rs.50000 10% - 20%

Table of Content• Executive Summary• Situation Analysis• Goal• Strategy• Tactics• Implementation• Control• Exhibits

Dropship Infrastructure

Timeline ScheduleAllowance of 3 week period which is better than competitors like Flyrobe

which allow a 2 day renting period.

Table of Content• Executive Summary• Situation Analysis• Goal• Strategy• Tactics• Implementation• Control• Exhibits

1. Increase in Annual Sales

2.

3. Growth in Profit rate

Table of Content• Executive Summary• Situation Analysis• Goal• Strategy• Tactics• Implementation• Control• Exhibits

DISCLAIMER

Created by Prayas Gupta , VIT Vellore , during

a Marketing Internship by Prof. Sameer Mathur,

IIM Lucknow