Process Study, Data Analysis And Marketing Strategies Of R|Elan Company

PROCESS STUDY AND DATA ANALYSIS

Study on Disruptive Marketing Strategies Used By different companies:

To understand what disruptive marketing is all about, detailed study was carried out on the strategies implemented by various companies that caused huge disruption in the market and helped them capture the market in their respective segments. Those companies were:

BURBERRY:- When it comes to marketing their brand, Burberry is way ahead of the pack. The brand used technology to drive its digital strategy. It collaborated with tech companies, streamed content on Snapchat and maximized social media. Strategies Used:

• Burberry Bespoke – enabled customers to customize their trench coat
• Uses Snapchat to Deliver Exclusive Content
• Art of the Trench – gave consumers ‘15 minutes of fame’
• Burberry Regent Street – combined online and in-store shopping

Disruption Caused:

• Facebook fans increased to more than 1 million (Largest Fan Count in Luxury Sector).Site received 1.5 million views from over 150 countries
• Between 2011 and 2015 there was a revenue growth of 68% i.e rising from £1501.3 million to £2523.1 million.
• Solidified itself as a Digital Innovator in the fashion industry.

ABSOLUT VODKA:

In the 1980s, the brand only had 2.5% of the vodka market and sold about 10,000 bottles. Fast forward to 2017 and Absolut is leading the pack. It is the #1 premium vodka in the world and the #1 vodka in Global Travel Retail. It also sold 10.9 million cases worldwide. How did the brand dominate the industry? For starters, it launched a series of creative and artistic promotional campaigns to capture the world’s attention.

• Launched 1,500 different print ads of the Absolut Bottles.
• Absolut Nights – created unforgettable brand experiences.
• “Absolut deadmau5” – created a virtual reality gaming app.
• Collaborated with Artists to Create Art Bars.
• Launched LGBTQ-themed Absolut Bottles.

Disruption Caused:

• Before the campaign were initiated in 1980’s it only sold 10,000 bottles and was having only 2.5% of Vodka market but when it ended in 2000 Absolut was importing 4.5million cases per year or half of all imported vodka in the U.S.
• No.1 premium vodka in the world as well as No.1 in Global Travel Retail.

LOST AND LOVE MOVIE:-A Chinese Hong-Kong Road Drama Film Released in the year 2015 was a pure example of merging Marketing and Technology. It was a simple WeChat Promotional initiative which won millions of hearts with this video.

• In the video, Promotion started with a question “When was the last time you took a photo with your dad ?”
• The next screen asked you to put in your and your dad’s Date Of Birth.
• This generated an animated image of a Chinese Zodiac Sign of You and Your Dad.
• In the end it said “You can’t choose your Dad, but you can choose to take him to a movie”
• It was followed by the appearance of a call-to-action button to buy tickets for the movie.

Disruptive Quotient:

• Simplicity of Digital Interaction , the underlying message that captured emotions and the fact that no one tried this before.
• A video that used technology & emotions as a result people thought this as an action to get rebounded with their dads.

Impact:

• Movie Collected 3.49 Cr USD Overall.
• Had a Massive & Second Biggest Opening in the First Week.

DANIEL WELLINGTON:- Just a few years back, no one heard of the name Daniel Wellington, or their classic “Nato” striped watchstraps which has been all the rage for some time now. Daniel Wellington has gone a long way from being set up with $15,000 back in 2011, to being the market leader for watches in the mid-range market. Daniel Wellington has sold over a million timepieces in 2014, and earned a revenue of $220 million in 2015. Strategies opted are:

• Actively encouraging quality user-generated content.
• Using influencers for ‘natural’ product placements.
• Generating traffic through the use of promo codes.
• Direct engagement through social media channels.

Disruption Caused:

• Company set up with $15000 back in 2011 became a leader for watches in mid-range market.
• In 2014, They sold over a million watches and earned a revenue of $220 million in the next year. Profit of $100 million.
• They were donned by stars like Selena Gomez and Lee Jong Suk which needs no words to describe how big this brand has turned out to be.
• In Feb 2016 they reached 2 million followers only nine months after reaching a million mark in 2015.
• The C.E.O was named Wealthiest Man in Sweden.

Brands like Rolex and Tag Heuer took 111 and 156 years respectively to reach where they are now whereas Daniel Wellington has done in 7 years because of Disruptive Marketing Strategies.

Disruptive Marketing Strategies for R|Elan:

In order to propose strategies it is very important to know the audience that are going to be targeted.

Target Group:

The “Masstige” Audience- Between Mass and Prestige.

It can also be termed as “Prestige For The Masses”.

On the basis of demographic factors it can be classified as:

• Age:- 18 to 40 years of age
• Income:- Middle and Upper Middle Class People.
• Geography:- Urban, semi-urban and Metros.

R|Elan’s reason of entering the market:

First reason for this is that there was no pull from the consumers and brand and second is that there was no push from the value chain. So one has to create a pull and push to make sure that we create a great brand. Therefore, the first task even before the launching of brand was to create the right supply chain and now the supply chain is on track the brand need to reach out to the millenials.

Strategies Used by R|Elan:

R|Elan took part in Lakme Fashion week where all the apparels were designed by The House Of Anita Dongre and Fabrics were supplied by R|Elan. They chose Shahid and Mira Kapoor as the Showstoppers. This was a successful campaign as the brand’s official Facebook page got around 25k likes and the video had 1500 views within the first week which created a huge buzz in the market but since then it has been obselete.

Newsletter was published to spread awareness within the organization in the initial phase (also known as internal branding) which helped the brand to a fair bit.

They designed “The Earth Tee” which was given to influencers to promote as an influencer activity which went live a week before. The company decided to have free giveaway t-shirts to the customers by just visiting their website and signing up for the Earth Tee. This was again designed by The House of Anita Dongre and the t-shirts were gifted to personalities like Hardik Pandya, Karishma Kapoor, Shilpa Shetty and many more. The design is authentic and the t-shirts are made from 25000 P.E.T bottles that were collected in the Lakme Fashion Week and gives the brand to position itself as a Brand of the Future as it thinks of sustainability as well as using technology to produce highest quality fabrics.

Hoardings are being set up in Delhi and Mumbai metros. This will help the brand get visibility among the millenials.

Frequent Instagram posts as the brand as a fair amount of follower base on the social platform. 6.5 Proposal of Disruptive Marketing Strategies for R|Elan:

The brand can have plus size models both male and female for their promotional activity of their wide range of fabrics. They can name the campaign as “I Will What I Want”.

The brand can break the social taboos and connect to the audience directly.

They can use the tagline:

“As Body Comes with different shapes and Sizes, Our Speciality fabrics have something for everyone.”

To target the youth most importantly; R|Elan can have its own wrist bands known as “Sustainability Bands”

This can help the brand get visibility in the market.

Friendly banter between the brands:

Challenges can be given to the customers and even brands through Offline or Online Medium)

For eg:- Oreo and Kit-Kat had a friendly tic-tac-toe encounter which helped them double the twitter follower account.

This will create a buzz in the market and some unique challenges can also be given to the influencers once we go live.

There can be some creativity shown while advertising on the hoardings to catch the eye of the audience:

• R|Elan can be written in the form of jigsaw puzzle/ Jenga where partner’s name can be written on these puzzles. The Missing block can have a question mark and appeal to the audience as “Want to fit in”?
• As it is the fabric of the future we can create a picture in which shiny light appears and from it robots are coming holding the new age fabrics.
• To focus more on sustainability and promote the Green Gold Range we can show how these PET bottles can be turned into a fabric which is of high quality.

Appeal to the Audiene:

R|Elan is thinking for the future, Are YOU?

To get visibility in the shopping malls:

• We can have characters dressed up as Teddy Bear and With R|Elan painted on it with whom people can take selfies and post pictures. We can probably have 6 small teddies as well of different colors for kooltex, freeflow etc.and a giant teddy being R|Elan Mommy. This can be a major attraction for the people.
• Parchment paper can be used to promote the brand which can be distributed to the people. This is a new concept which will catch the eye of the audience.
• Instead of distributing normal pamphlets we could possibly crush them and put small pieces of alum inside. Crushed pamphlet will definitely be opened by the public to see what’s inside.
• Distribute flowers with R|Elan paper wrapped around it. This will symbolize feel fresh range.

Sponsored R|Elan Bicycles can be used in the parks and jogging areas where people usually come in the morning/evening. A cap can also be tied to it as whenever you take a ride wear a cap of R|Elan

For eg:- Brands like Coco-Cola, Citibank , Barclays have used this approach to promote sustainability.

As the influencer activity has already been initiated we can have them describing “My R|Elan Experience in One Word” which can be in any language; regional language to be precise as it will appeal to the local crowd.

The brand can even pay for Sponsored 9 second videos that are creative and attention vvvv seeking on Instagram that will appear on the feeds of every user hence will gain a large .amount of visibility among the individuals and other apparel brands.

Cartoon Characters or Superheroes can be used to promote the brand and capture the young audience. For eg:- Like Justice League we can have as R|Elan Army. Definite color . can be given to the characters like Green (Green Lantern) for Green Gold, Blue (Aquaman) For Kooltex, Orange (Wonder Woman) for Free flow, Black(Batman) for Super Black, Purple (Superman) For Super Soft etc.

If later we introduce therm, flash can be used which can be portrayed as joining the army.

These characters can hold their respective Handtags. Our own Reliance Characters can be introduced.

‘’R|Elan ARMY IS READY TO SAVE THE WORLD OF FABRICS”

Collaborate with Coffee Shops like Starbucks or Blue Tokai (which is really appreciated by the crowd) and can have R|Elan tags wrapped around their Coffee cups. For eg:- Kooltex wrapper around the Cold Coffee etc. Later we can have Therm around the Hot Coffee.

For Internal awareness and generating buzz on the social media:

FUN FRIDAYS can be organized.

• Activities like : Friday 18th June 2018: Every employee will carry either a paper bag or a jute bag and practise a day without Plastic. They can post pictures across all social media platform with #relan #environmentfriendly
• Friday 20th July 2018: “Throw away plastic”: plastic item that is non disposable can be collected and the number can be displayed on social media and how many fabrics are made out of them.
• Friday 17th Aug 2018: Donate the Junk: Employees can bring in the unused or not required clothes that can be donated or regenerated as an initiative by R|Elan.

We can probably have Chatbot or Virtual Assistant in the future for our website who will . interact with the visitors as we are Fabric Of the Future. We can advertise it as “Even the . . Chatbots know what to choose”.

(Liva does this and based on the conversation with the visitors directs them according to their preferences)

Implementations Of Strategies that were proposed during the internship:

Sponsored Videos were posted on Instagram as well as facebook.

The company also got virtual assistant for its website to build a sense of relationship with the customers.

After an extensive research for the influencer activity based on the count of followers(minimum of 100k followers) names of few influencers such as Radhika Seth, Kritika Khurana, Anmol Bhatia were suggested to go live with the “MyInfiCool Challenge” and thus gift vouchers worth Rs. 3000 of Wrangler jeans were given to them.The script to post was also provided to them along with the timeline and hashtags that will help in SEO and brand visibility.

Basic Research to identify Customer Expectations and Satisfaction for the R|Elan portfolio. Showcased at the event:

Fabtex Event was organised at the WTC, Mumbai where a large number of fabric manufactures who were present in the event from whom feedback was taken and further forwarded to the vendors(partners). Some of them were Aditya Birla’s LIVA with all of its Accredition Forum Partners which included Mafatlal, Santosh Fab Fine Ltd., R.K Exports Pvt Ltd., Ankur Textiles, Cotton and Style Pvt. Ltd, Akash Fashion prints, Cotton Blossoms India , Dhanalaxmi Fabrics and many more. Other fabric manufacturers like Jitendra Kumar Lalbhai (ACME), ACSEN TEX Pvt Ltd, Nimish Syntex, Siyarams, Raymonds etc. were also present at the event. Everyone tried to put their best foot forward and put on a good pavilion but it was Reliance Pavilion that actually stood out. The Pavilion looked elegant from the very outset where R|Elan had 18 of its H,E.P partners present at the single platform. There was a good number of footfall for the event but was actually less than what was expected. Reliance also had put a display board where Lakme Fashion Week’s Videos were played and had Anita Dongre’s small video where she talks about how sustainable the products were when they were used at the fashion week.

A customer expectations and satisfaction survey was done for the R|Elan Pavilion for which a questionnaire was prepared which had a maximum number of open ended questions.

Representatives from following brands visited the pavilion who gave the feedback and thus the R|Elan concept with its product portfolio was explained to them who were the cold leads at the initial moment as they had no clue what was R|Elan all about and then if they turn into warm leads then the task was to direct them to the sales team.

Future Retail Lingerie Shop

Globus Stores. Yarn Chemicals

Bestseller, ONLY Alcis

Mafatlal C&A Sourcing

Midastouch Vaneson’s Silk

Manyavar. Elegant Overseas

Beriwals Group Taneira

Makarna A.G Plus (Siyarams, Donear, Q.Max)

Black Label Fashions Durbagi’s

Hindustan Mills Limited Synergies Sourcing & Dev. Pvt Ltd

Divya Ambe Enterprises Ankur Textiles

K.K Apparels Shahi Exports Pvt. Ltd

Textile Excellence Shrijee Pvt Ltd

Bhagyan Exports Naina Apparels

On the basis of feedback received following conclusions were drawn along and statistics are also being presented. Most of the questions were open ended questions as per the requirement of the organization.

37 feedbacks were taken in total.

On the basis on feedback the conclusion drawn are as follows:

Reliance Pavilion’s Speciality:

• The concept of R|Elan and its presentation.
• The quality of the denims were outstanding.
• Crisp collection of Women’s Wear especially at Rachit Creations.
• New vendors and the variety in the fabrics was exceptional.
• Current trends in the market.
• The initiative taken to promote sustainability and people were attracted towards the “Green Gold”.
• Sportswear Sweat absorber was much appreciated by the crowd.
• Nice opportunity for networking and the exhibitors were open for ideas and ready to collaborate.
• Bhaskar denims had a some trendy denim collections.
• Designer came particularly for newer fabrics for SS19/AW19 were actually fascinated when the R|Elan Concept was explained.

Gap in the Pavilion:

• More of Jersey products were required.
• Knit Fabrics.
• Women Western Wear and Big Print Fabrics.
• Intimate Garments/Under Garments were not available.
• Less sportswear range.
• Thermal Wear.
• Though the quality of the denims were quite good but variety was missing.

Suggestions/Recommendations:

• Advertising has to be done on a larger scale as most of the textile industry people are unaware of R|Elan.
• There could have been display boards about the collaborations of R|Elan with Brands like Wrangler, Mast & Harbor etc. that will create a perception in the minds of people that even big brands have shown up with R|Elan.
• Focus on getting more new designer wear fabrics.
• Can also add some garment vendors.
• Good initiative taken for sustainability and videos displayed of Lakme fashion week were quite interesting but there could have been a video that showed R|Elan at a glance and briefed about its various categories/segments as most of the people were clueless what it is all about.
• People were unhappy that no posts were shared on Instagram or facebook regarding the pavilion setup for the event. LinkedIn didn’t make much impact as followers were too less. Stories could have been put up on social media websites and hype could have been created.
• Print media has to be properly utilized.