DIGITAL MARKETING

REPORTPrepared By
GROUP 1- TEAM 8
Saurabh Mange-2201272
Manupriya Vats- 2201029
Akash T- 2201003
Radhika Rastogi-2201050
Souvik Mondal- 2201149
Nrithiyaa-2201040
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TITLE
To enhance the online presence and digital footprint of Max Fashion by developing a social
media marketing and influencer marketing plan, with a focus on understanding their
customer persona.

INDUSTRY OVERVIEW -FASHION RETAIL INDUSTRY

The Indian fashion retail industry has been one of the fastest-growing sectors in the country.
Factors such as rising disposable incomes, a growing middle-class population, and
increased fashion consciousness among consumers have contributed to its growth. The
industry includes both organized and unorganized retail, with organized retail chains
expanding their presence. As a result of the market size and growth potential, fashion retail
is a highly competitive industry. It is characterized by rapidly changing consumer
preferences, seasonal trends, and evolving digital landscapes. The fashion retail industry in
India has experienced transformation over the years.
As per our primary research Westside is the market leader followed by Zudio and Lifestyle.
The fashion industry includes various segments such as fast fashion, luxury, and niche
markets.

ROLE OF DIGITAL MARKETING IN FASHION RETAIL INDUSTRY

Digital marketing is integral to the success of fashion retailers in today's digital age. It offers
the means to reach, engage, and convert customers, build and maintain brand reputation,
and adapt to the ever-evolving demands of the industry. It's not just a valuable tool but a
necessity for staying competitive and relevant in the fashion retail market. Digital marketing
plays a crucial role in the fashion retail industry for several reasons:
Reach and Accessibility: Digital marketing allows fashion retailers to reach a global
audience with ease. Through online channels, they can connect with potential customers
across geographic boundaries, making it possible to expand their customer base beyond
local markets.
Targeted Marketing: Digital marketing enables fashion retailers to precisely target their
ideal customers. Using data analytics and customer insights, retailers can create highly
specific and personalized marketing campaigns that resonate with their target
demographic. This results in more efficient marketing spending and better ROI.
Cost-Effective: Compared to traditional advertising methods like print or TV, digital
marketing can be more cost-effective. Online advertising platforms often allow retailers to
set budget constraints and pay per click, impression, or conversion, ensuring that
marketing resources are used efficiently.
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Real-Time Feedback: Digital marketing provides real-time data and feedback on

campaign performance. Retailers can quickly assess what's working and what's not and
make adjustments accordingly. This agility is invaluable for staying competitive in the
fast-paced fashion industry.
Brand Building: social media and content marketing provide fashion retailers with
opportunities to build and reinforce their brand identity. Consistent and engaging content
helps establish brand trust and loyalty among customers.
E-commerce Integration: In an era when e-commerce is booming, digital marketing
seamlessly integrates with online shopping platforms. Retailers can drive traffic to their e-
commerce websites and encourage online sales through targeted marketing campaigns.
Engagement and Interaction: Social media platforms and email marketing allow
retailers to engage directly with customers. Responding to comments, addressing
queries, and fostering a sense of community can enhance customer relationships and
drive brand loyalty.
Competitive Advantage: Fashion retail is a competitive industry, and digital marketing
provides a way to stand out. Creative and innovative digital campaigns can capture
consumer attention and differentiate a brand in a crowded marketplace.
Data-Driven Decision Making: Digital marketing provides retailers with a wealth of data
about customer behaviour, preferences, and interactions. This data can inform product
development, inventory management, and marketing strategies, leading to better
decision-making and improved business outcomes.

COMPANY OVERVIEW- MAX FASHION

Max Fashion in India is part of the Landmark Group, which is a Dubai-based multinational
conglomerate. The Landmark Group operates various retail brands and has a significant
presence in the Indian market. Max Fashion India offers a wide range of clothing and
accessories for men, women, and children. Their product categories include casual wear,
formal wear, sportswear, ethnic wear, footwear, accessories, and more.
Max Fashion has an extensive network of physical retail stores across India. These stores
are typically located in shopping malls and high-traffic areas in cities and towns across the
country. Customers can visit these stores to browse and purchase Max Fashion products.
Max Fashion India also has a strong online presence. They operate an e-commerce platform
where customers can shop for their products from the comfort of their homes. This online
presence has become increasingly important, especially in the context of e-commerce
growth in India. Max Fashion in India engages with its customers through various marketing
and promotional activities. They also have a customer loyalty program that offers rewards
and discounts to frequent shoppers.

MAX FASHION’S VALUE PROPOSITION/ PROMISE OF VALUE

They aim to provide affordable and fashionable options for Indian consumers. Max Fashion
is known for its emphasis on affordability and value for money. They target a broad customer
base, including price-conscious shoppers, by offering stylish clothing at competitive prices.
Value Map
Products and Services: Max Fashion offers a range of fashion products, including
clothing, footwear, and accessories, at affordable prices. They also provide styling tips
and fashion inspiration through their website and social media platforms.
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Pain Relievers: Max Fashion addresses customers' pain points by offering a wide range
of sizes and styles to fit different body types and preferences. They also provide value by
keeping up with the latest fashion trends and offering affordable options.
Gain Creators: Max Fashion creates value for customers by providing a convenient and
accessible shopping experience, helping customers to express their personal style
through fashion, and offering affordable options that allow customers to feel confident in
their appearance.

COMPETITOR ANALYSIS
Max Fashion faces competition from several other fashion retailers, both in India and
internationally. Some of its major competitors are:
Reliance Trends: The strengths of Reliance Retail come from the corporative advantage
from reliance group with their common operations. Some important factors in a brand's
strengths include its financial position, experienced workforce, product uniqueness &
intangible assets like brand value.
Zudio: Zudio is a fashion brand in India that is owned by the Tata Group.Zudio is like
Max Fashion in terms of its product offerings and target audience. Zudio uses cost-
efficient production methods and sources its raw materials from low-cost suppliers, which
helps to keep its prices low. Zudio focuses on high-volume sales rather than high
margins. Zudio spends 0 rupees on advertisements, you cannot find any celebrity or
model poster in their advertisement.
Pantaloons: ABFRL is working on improving its store economics by reducing the store
size and adding to its omnichannel network by introducing a new concept called ‘Phygital
stores’. Pantaloons follows relationship marketing where premium is charged for the in-
store service offered by the shop.

SEGMENTATION, TARGETING AND POSITIONING FOR MAX FASHION

Segmentation
Demographics: Age, gender, income, location, etc.
Psychographics: Lifestyle, interests, values, etc.
Behavioural: Shopping habits, preferred channels, brand loyalty, etc.
Targeting
Once Max Fashion has segmented its target market, it can choose to target one or more of
these segments. For example, Max Fashion could choose to target young women (18-35)
who are fashion-conscious and value-driven.
Positioning
Max Fashion can position itself as a fashion brand that offers affordable and stylish clothing
for the whole family. Max Fashion can also position itself as a convenient and hassle-free
shopping destination.
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RESEARCH METHODOLOGY FOR CUSTOMER ANALYSIS

Primary research methods: The students of IIM Trichy and the existing customers of MAX
Fashions from stores would serve as a suitable sample audience for the primary research.
The following details from primary research are required of the target client:
Characteristics of the intended consumer
Understanding their psychology of fashion
The buying habits of consumers, including how frequently they make purchases and
what influences them.
Their perception and awareness of MAX Fashions
Their online shopping habits and the social media channels used by them.
Preferred Fashion categories
Their price sensitivity: their willingness to pay

Secondary research: Through secondary research, we have to find out the following about
MAX Fashion’s brand identity and positioning
Competitor Analysis for MAX Fashions.
Industry trends and reports
Customer reviews and feedback which would give insights into customer experiences,
satisfaction levels and areas of improvement.
MAX Fashion’s social media presence and engagement

CUSTOMER ANALYSIS

Customer Profile
Max Fashion caters to a diverse customer base in India and the Middle East. The customer
profile for Max Fashion customers, based on our research, typically includes the following
characteristics:

Demographics:
Age: Max Fashion's primary target audience includes individuals across various age
groups, from children to adults. They offer clothing and accessories for men, women, and
children, making them accessible to families.
Gender: Max Fashion caters to both men and women, with a wide range of clothing
options for each gender.
Income: Max Fashion's affordable pricing makes it accessible to a broad income range,
from budget-conscious shoppers to those seeking value for money.
Fashion Preferences:
Max Fashion customers are likely to prefer affordable and fashionable clothing and
accessories. They appreciate a wide variety of styles, from casual wear and activewear to
ethnic wear and formal attire. While Max Fashion offers affordable options, its customers still
seek trendy and up-to-date fashion choices. They may follow fashion trends and look for
stylish clothing and accessories.
Family-Oriented:
Max Fashion's affordable pricing and diverse product range make it attractive to families,
especially those looking for clothing options for multiple family members. Parents often shop
for their children at Max Fashion, making it a family-oriented brand.
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Tech-Savvy:
Max Fashion customers may be tech-savvy, as the brand has an online presence and e-
commerce platform that caters to customers who prefer shopping online.
Value-Conscious:
Many Max Fashion customers are value-conscious shoppers who appreciate the brand's
affordability and discounts. They seek a balance between quality and price when making
fashion purchases.

Examples of customer profiles

Customer Journey
The customer journey of a Max Fashion customer is as follows:
Awareness: Customers become aware of Max Fashion through various channels, such
as advertising, social media, and word-of-mouth.
Consideration: Customers consider shopping at Max Fashion based on factors such as
price, style, and convenience.
Purchase: Customers purchase from Max Fashion through either its online (app) or in-
store channels.
Post-purchase: Customers evaluate their experience with Max Fashion and decide
whether to continue shopping there in the future.

Best Digital Marketing Ways to Target Above Mentioned Customer Personas

Social Media Marketing

Instagram: Can engage the target customers through visually appealing content. Can
create posts that resonates with the interest of target customers (youngsters and
couples) such as lifestyle, fashion, and travel.
Facebook: Advanced targeting options can be used to reach out to specific target
segment. Can display targeted or personalized ads featuring content relevant to couples
and young adults.
Influencer Marketing
Need to collaborate with influencers who have good following among young adults and
families. Influencers can authentically promote Max products to their engaged audiences.
Influencers need to be selected based on their relevance.
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Mobile Marketing
Young adults and couples rely heavily on smartphones for shopping and browsing. Max must
develop their mobile apps to provide a dedicated and personalized user experience. Mobile
marketing within apps can include in-app advertising, push notifications, and app store
optimization (ASO) to improve visibility in app stores.
Partnerships
Partner with e-commerce platforms or online marketplaces to offer exclusive deals,
discounts, or promotions to their customers. This can help Max tap into a larger customer
base and increase sales. Max can partner with other brands to increase its online presence
through strategic collaborations and co-marketing efforts. Examples: affiliate marketing
program, cross-promotion on e-commerce platforms.

DIGITAL FOOTPRINT ANALYSIS FOR MAX FASHION

Website Analysis
The Max Fashion website is well-designed and easy to navigate. The homepage features a
large banner with the latest products and promotions, as well as quick links to different
categories of clothing, footwear, and accessories. The website also has a clear search bar at
the top of the page, making it easy for customers to find the products they are looking for.
The website of Max Fashion has different sections for men, women, girls and boys. It also
has an option for an online gift card.

Areas for Improvement:

The website could improve its loading speed.
The website could include a live chat feature to help customers with their questions and
concerns.
The website could improve its product recommendations.

Social Media Analysis

Instagram- It has 1 million followers with 3926 posts that includes photos and videos. The
Instagram handle of Max Fashions is very engaging throughout the week and has different
time slots of posting videos, photos as posts and stories.
Facebook- The Facebook page of Max Fashions has 1.8 million followers and 1.7 million
likes. Max Fashion posts frequently about their new collections as stories, posts and videos.
YouTube- Max Fashion's YouTube channel features a variety of content, including product
videos, fashion tips, and behind-the-scenes videos. Max Fashion also uses YouTube to
promote its latest campaigns.
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Areas of improvement:
Increase engagement: Max Fashion could increase engagement on its social media
pages by asking more questions, running more contests and giveaways, and responding
to customer comments and messages more quickly.
Use more video content: Video content is one of the most engaging types of content on
social media. Max Fashion could create more product videos, fashion tips, and behind-
the-scenes videos to engage its audience.
Use more social media analytics: Max Fashion could use social media analytics to
better understand its audience and their interests. This information could then be used to
create more targeted and relevant content.

Max Fashion Application Analysis

Max Fashion app is a well-designed and user-friendly app. The app offers a wide variety of
products at affordable prices, and the checkout process is smooth and straightforward. The
app is available for both iOS and Android devices. The app has a rating of 4.5 stars on the
app store and 1,30,000 people have rated the app. It is 4+ years old.

Challenges to Maintain Digital Footprints

Maintaining consistency and quality of the content
Optimizing online buying experience for mobile customers.
Increase traffic and sales, run specialised search engine marketing (SEM) campaigns.
Enhancing Social Media Participation
Analysing digital performance indicators on a continuous basis
Creating relevant content
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SOCIAL MEDIA STRATEGY RECOMMENDATIONS

Social Media Goals

Max Fashion's social media goals should be to:
Increase brand awareness and consideration among its target customers
Drive traffic to its website and stores
Promote its latest products and promotions
Engage with its customers and build relationships with them
Social Media Platforms
Max Fashion should be active on the social media platforms that its target customers are
most active on. This includes Facebook, Instagram, Twitter, and YouTube.

Content Strategy
Max Fashion's content strategy should be focused on creating and sharing content that is
relevant and interesting to its target customers. This includes content about the latest fashion
trends, styling tips, and behind-the-scenes at Max Fashion. Max Fashion should also use
social media to promote its latest products and promotions.

Platform Wise Content Strategy

Facebook: Max Fashion can use Facebook to share blog posts, product photos and
videos, and behind-the-scenes content. Max Fashion can also use Facebook to run
contests and giveaways.
Instagram: Max Fashion can use Instagram to share high-quality photos and videos of
its latest products. Max Fashion can also use Instagram to collaborate with fashion
influencers.
Twitter: Max Fashion can use Twitter to share news about the brand, promote its latest
products and promotions, and engage with its customers.
YouTube: Max Fashion can use YouTube to share product videos, fashion tips, and
behind-the-scenes videos. Max Fashion can also use YouTube to create educational
videos about how to style different pieces of clothing or how to care for Max Fashion's
products.

Engagement Strategy
Max Fashion should engage with its customers on social media by responding to their
comments and questions, running contests and giveaways, and asking questions to
encourage conversation. Max Fashion should also use social media to build relationships
with fashion influencers and collaborate with them on campaigns.

Measurement
Max Fashion should measure the success of its social media strategy by tracking metrics
such as reach, engagement, website traffic, and sales. Max Fashion can measure its social
media performance by tracking a variety of metrics, including:
Reach: Max Fashion can track its reach by looking at the number of unique users who
see its content on each social media platform. For example, Max Fashion can look at the
number of people who see its Facebook posts, Instagram posts, and tweets.
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Engagement: Max Fashion can track its engagement by looking at the number of likes,
comments, shares, and saves that its content receives on each social media platform.
For example, Max Fashion can look at the number of likes, comments, and shares that
its Facebook posts receive.
Website traffic: Max Fashion can track website traffic from social media by using
Google Analytics. To do this, Max Fashion can add UTM parameters to its social media
posts. UTM parameters are tags that are added to the end of URLs to track where traffic
is coming from.
Sales: Max Fashion can track sales that can be attributed to social media by tracking
customer interactions with Max Fashion on social media. For example, Max Fashion can
track customers who click on social media posts and then make a purchase on the Max
Fashion website.

Max Fashion can use a variety of tools to track these metrics, including:
Social media analytics tools: These tools provide detailed insights into Max Fashion's
social media performance, such as reach, engagement, and website traffic.
Google Analytics: Google Analytics can be used to track website traffic from social
media and how it converts to sales.
Max Fashion can also use surveys and polls to get feedback from its customers on their
social media experience. This feedback can be used to improve Max Fashion's social
media strategy.

INFLUENCER MARKETING STRATEGY RECOMMENDATIONS

Influencer Selection
Max Fashion should select influencers who are aligned with its brand values and who have a
following among its target customers. To select influencers for Max Fashion's influencer
marketing strategy, the brand should consider the following factors:

Alignment with brand values: Max Fashion's target customers are young, fashion-
conscious, and value-driven. Therefore, the brand should select influencers who share
these values.
Audience: Max Fashion should select influencers who have a following among its target
customers. This can be determined by looking at the influencer's demographics,
interests, and location.
Engagement: Max Fashion should select influencers who have a high level of
engagement with their followers. This can be determined by looking at the number of
likes, comments, and shares that the influencer's posts receive.
Authenticity: Max Fashion should select influencers who create authentic and genuine
content. This is important because consumers are more likely to trust and be influenced
by influencers who they perceive as being genuine.
Relevance: Max Fashion should select influencers whose content is relevant to its
products and promotions. For example, if Max Fashion is promoting a new line of
summer dresses, it should select influencers who post about fashion and beauty.
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Influencers that Max Fashion could consider for its influencer marketing campaigns:
Fashion bloggers and vloggers: Fashion bloggers and vloggers are a great way to
reach Max Fashion's target customers. They are constantly creating content about the
latest fashion trends and styles, and they have a large following among young people.
Celebrity stylists: Celebrity stylists are another great way to reach Max Fashion's target
customers. They are responsible for styling celebrities for red carpet events and
photoshoots, and they have a deep understanding of fashion trends.
Social media personalities: Social media personalities are a great way to reach Max
Fashion's target customers. They have a large following on social media, and they are
known for their sense of style.

Campaign Ideas
Max Fashion can run a variety of influencer marketing campaigns, such as:
Product placement: Max Fashion can send influencers products to review or wear in
their social media posts.
Giveaways: Max Fashion can partner with influencers to run giveaways for their
followers.
Sponsored posts: Max Fashion can pay influencers to create and post content about
Max Fashion's products and promotions.
Brand ambassadorships: Max Fashion can partner with influencers to become long-
term brand ambassadors.

Key Benefits of Influencer Marketing

Reach a wider audience: Influencers have large followings on social media, which
means that Max Fashion can reach a wider audience by partnering with them.
Target specific demographics: Max Fashion can target specific demographics by
partnering with influencers who have a following among those demographics.
Create authentic content: Influencers are known for creating authentic content that
resonates with their followers. This type of content is more likely to be effective in
influencing consumers' purchase decisions.

CONCLUSION FOR THE PROJECT

MAX Fashion currently follows traditional marketing techniques like in-store activities on
special occasion, advertising through FM Radio, leaflets, newspaper and flyers. Although it
has an app as well as website, it is unable to capitalise on them.

A well-executed social media marketing and influencer marketing project for Maxx Fashion
can lead to heightened brand visibility, engagement, customer loyalty, and ultimately,
increased revenue. It's a way to connect with customers on a more personal level and stay
relevant in the dynamic world of fashion.