MARKETING

PLAN

W H A T   CAN W E 

OFFER & ACHIEVE�

• Collaborative Ideation
• Market & Industry Research
• Target Group Identification
• Target Customer Profiling
• High Affinity Brand Messaging
• Analytics & Reporting
• Data-Driven Optimization
• User Acquisition & Retention Planning

Launching a new company/product/app demands unique strategies and processes to be in place. We can drive your launch campaigns to success by tailoring our services for what you need.

360 degree

End-to-end Marketing & Development Services

What we do?

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• About The Product
• Market Potential
• Target Audience
• Competitors & Performance Analysis
• Objective
• Channel Mix
• Marketing Activities
• Target and budget
• KPIs for success

Outline

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About The Product

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• From sleepwear to underwear, spending more time at home created new priorities in fashion for men and women alike.
• In the past, men innerwear was depicted as a mere essential ‘commodity’ but in the last few years transformed itself into a fashion statement.
• There are more than 1 lakh MBOs (multi-brand outlets) across India, which account for over ~60% of the total sales of undergarments, while the rest take place through modern trade formats like malls or online portals.
• Product categories in men’s innerwear include briefs, trunks, vests, boxer shorts among others.
• Indian innerwear market has witnessed a changing trend in the past with more and more people opting for better quality branded products. Men’s innerwear segment has a very high branded proportion accounting for ~61% of total market size.

The

Pivotman

Market Potential

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• The innerwear market is dominated by a large number of small-scale players, making ~60-65% of the market unorganised.
• However, the market is evolving gradually and moving towards organised retail.
• The Indian innerwear market was valued at ~₹320 billion in 2018 and is expected to grow at a CAGR of ~11% over the next decade to reach ~ ₹897 billion by 2028E.
• Men’s innerwear market was valued at ₹110 billion in 2018 and is expected to grow at a CAGR of 7% over the next decade to reach ₹218 billion by 2028.

Source:

https://www.smifs.com/files/reports/637533164117521492_Innerwear%20Industry%20-%20Sector%20Report%20-%20SMIFS.pdf

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Target Audience

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• Millennials are leading the charge in the men’s underwear market, with growing demand for innovative underwear products that feature function and comfort while allowing for self expression through unique designs. 
• Younger consumers are more interested in underwear brands that embrace a relatable aesthetic, body positivity and authenticity.
• Brands that depict an inclusive representation of men’s bodies and modern values are strongly resonating with Millennial and Gen Z audiences.

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Consumer Segments

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Men’s innerwear consumers can be segregated into four core categories on the basis of their purchasing behaviour.

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• The first group consists of men from metro cities in high-paying jobs with high disposable incomes who seek only premium brands of innerwear.
• The next is men with well-paying jobs from metro cities who assess multiple factors before making a purchase decision. Factors such as price, style, convenience, quality, etc., come into play while making purchase decisions.
• The third category is consumers from Tier II and III cities who aspire to live a lifestyle like those in metro cities.
• The last group consists of men with low disposable incomes who have cautious buying patterns.

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Marketing Segmentation

Geographic – India, with focus on major cities.

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Demographic – Fashion Enthusiast, Millennials, Gen Z, Male age 18 - 45 years.

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Psychographic – Digital consumer, mobile app and smartphone user, keen on premium brands of innerwear, budget buyers for best deals on innerwear.

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Behavioral – Online shoppers seeking premium brands of innerwear.

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Strengths

Weakness

• Intense competition from top fashion brands.
• Service limited only in India
• Needs to ensure sustainable competitive advantage by entering newer markets

• Broad range of men’s innerwear
• Selling on all major e-commerce platforms.
• Men grooming product in the pipeline.

Opportunities

Threats

• The market is highly competitive with both local and global players
• Emerging new Brands who can offer more innovative products
• Local undergarment brands which offer lingerie products at less price

• Opportunity in emerging market where sales can be increased
• Taking forward the brand image as it has good brand awareness among its target market
• Expanding business worldwide

SWOT Analysis

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*List to be updated

Prominent Market Players (Competition Analysis)

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Competitor Analysis – Damensch.com

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Source: Individual Brand social media platforms | As on Oct 2022

Services offered: An e-commerce website selling wide range of innerwear for men Trunks, Briefs, Boxer Briefs, Boxer Shorts, Inner Boxers, Cotton Vests, Tshirts, Polos, Casual Shorts, Chino Shorts, Ottoman Joggers, Printed Tshirts, Fluid Tshirts, Popcorn Tshirts, Pyjamas andTank Tops

Number of visits (Sept ‘22): 689.8K

Social Media Platforms presence: Facebook (26k followers), LinkedIn (33K followers), Twitter (500 followers) Instagram (75k followers)

Content Strategy:

• Posts shared daily across all social media platforms.
• Blogs on men fashion, lifestyle, knowledge sharing and information
• Content talks about on fashion - how to, guides and tips.
• Different types of Contents Gifs, Images, Videos, Quizzes

Competitor Analysis – xyxxcrew.com

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Source: Individual Brand social media platforms | As on Oct 2022

Services offered: An e-commerce website selling wide range of innerwear for men – Briefs, Trunks, Boxers, Vests, Thermals, Lounge pants, Shorts, Pyjamas, and Athleisure and Workout Outfits.

Number of visits (Sept ‘22): 953.3K

Social Media Platforms presence: Facebook (15k followers), Twitter (40 followers) Instagram (47k followers)

Content Strategy:

• Posts shared daily across all social media platforms.
• Blogs on men fashion, lifestyle, knowledge sharing and information
• Content talks about on fashion - how to, guides and tips.
• Different types of Contents Gifs, Images, Videos, Quizzes

Competitor Analysis – Bummer.in

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Services offered: An e-commerce website selling wide range of innerwear for men and women – Bikini, Boy Shorts, Hipster, Boxers, Trunks, Briefs, 24/7 Bralette, Womens 24/7 Pyjama, Mens 24/7 Pyjamas

Number of visits (Sept ‘22): 214.9K

Social Media Platforms presence: Instagram (43k followers)

Content Strategy:

• Posts shared daily across all social media platforms.
• Blogs on men and women fashion, weekly newsletter, lifestyle, knowledge sharing and information
• Content talks about on fashion - how to, guides and tips.
• Different types of Contents Gifs, Images, Videos, Quizzes

Source: Individual Brand social media platforms | As on Oct 2022

Competitors - Traffic & Engagement

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Source SEMRUSH – Traffic data for the month of Sept ‘22

SEO Audit – The Pivotman

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SEO Audit – The Pivotman - Issues

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25 pages have duplicate Meta Descriptions

The crawler reports pages that have duplicate meta descriptions only if they are exact matches. Duplicate meta descriptions on different pages mean a lost opportunity to use more relevant keywords. Also, duplicate meta descriptions make it difficult for search engines and users to differentiate

between different webpages. It is better to have no meta description at all than to have a duplicate one.

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How to fix: Provide a unique, relevant meta description for each of your

webpages.

SEO Audit – The Pivotman - Issues

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24 issues with duplicate title tags

The crawler reports pages that have duplicate title tags only if they are exact matches. Duplicate <title> tags make it difficult for search engines to determine which of a website’s pages are relevant for a specific search query, and which one should be prioritized in search results.

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Pages with duplicate titles have a lower chance of ranking well and are at risk of being banned. Moreover, identical <title> tags confuse users as to which webpage they should follow.

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How to fix: Provide a unique and concise title for each of your pages that contains your most important keywords.

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SEO Audit – The Pivotman - Issues

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18 pages have duplicate content issues

Webpages are considered duplicates if their content is 85% identical. Having duplicate content may significantly affect your SEO performance. First of all, Google will typically show only one duplicate page, filtering other instances out of its index and search results, and this page may not be the one you want to rank.

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In some cases, search engines may consider duplicate pages as an attempt to manipulate search

engine rankings and, as a result, your website may be downgraded or even banned from search

results. Moreover, duplicate pages may dilute your link profile.

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How to fix: Provide some unique content on the webpage.

Objectives

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● Increase brand reach & awareness.

● Increase website traffic.

● Increase keywords rankings

● Increase in leads

● Increase sales in various e-commerce websites

● Track Analytical performance.

Channel Mix

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● Search Engine Optimization (SEO) - Organic

● Search Engine Marketing(SEM) - Paid

● Social Media Optimization(SMO) - Organic

● E-Commerce marketing

● Social media marketing(SMM) - Paid

● Email Marketing

● Web Analytics

Strategy Plan - The Pivotman: Overview

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Defining the Brand

Before taking the brand to the market, we define the brand by identifying:

• Nature of the brand (i.e. innerwear for men)
• Buyer Persona (18-45yrs, India, online shoppers, and Web user.
• Competitors and their activities (check above)
• Current market SWOT (check above)
• Budgets and timelines

Goals

We will consider all brand Goals, specific and generic, and design a campaign that will help to achieve it:

• Generic Goal: eg. Create brand awareness
• Specific Goals: Increase organic traffic and generate leads

Channel & Platform Identification

Based on the budget, market and competitors, we will identify the suitable platforms and channels for promotion:

• Digital and Social Media: Facebook + Instagram
• Local SEO
• Google ads
• Facebook ads

Strategy + Plan

Strategy at this stage would involve the phase wise framework, the collateral requirements, and the action plans:

• Framework for marketing
• Action Plan : Phase based
• Collaterals: eg. Blogs, campaign creatives
• SEO + Website optimization.
• SMS & Email if client
• budget permits

Execution + Analysis

As we roll the campaigns, we track performance for optimal returns:

• Conceptualization, creation and execution of campaigns and strategies
• Ad + search optimization with least CPA and high organic traffic
• Ratings and Reviews on App Store
• Weekly reports on performance
• Monthly revised reports (includes refinement and updated plans)

Marketing Activities: The Pivotman

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Performance marketing – Social Media Account Set-Up/ Optimization

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• Facebook
• Instagram
• LinkedIn
• Twitter
• Google ads

Ad Campaign Set-Up

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• Identifying the goals that would make campaign successful.
• Keyword Analysis
• Ad Copy Implementation & Bid Level Setup
• Identifying audience interest and behaviours
• Implementation of Conversion tracking Code

Marketing Activities: The Pivotman

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Ad Creations

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• Text Ads
• Image Ads
• Remarketing Ads
• Interest-based Ad
• Topic Targeting
• Placement Sites Targeting

Ads Maintenance

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• Creating New Campaigns
• A/B Testing
• CTR Analysis
• Conversion optimization

Marketing Activities: The Pivotman - Facebook ads

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Targeting capabilities:

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• Facebook Custom Audience targeting allows you to reach users based on specific demographics, interests, behaviours, and device types
• Lookalike Audiences of your highest-value users can be created based on Facebook’s wealth of user data
• Re-engagement campaigns can be set up to re-target users based on actions they previously took inside our app (e.g. viewing a specific product) with the goal of bringing them back into the app
• Facebook install ads can be shown across Facebook, Instagram, and Audience Network

Marketing Activities: The Pivotman - Google ads

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Targeting capabilities:

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As the largest search engine in the world, Google is one of the best channels to reach potential app users. Google install ads can be placed on:

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• Setup by Google AdWords Expert
• Defining and creating up to 5 Campaigns Writing text ads
• Keyword research
• Unlimited number of targeted Keywords
• Unlimited Keyword changes
• Creating Ad extensions
• Campaign enhancement
• Ongoing account optimization
• Google Analytics integration
• Webmaster tools integration

SEO: The Pivotman - Campaign RoadMap & Process

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SEO: The Pivotman - On-Page

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We use 100% Whitehat strategies for Link Building.

Our strategies have worked for our clients in the past.

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Scope of Work:

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• Search Keywords Table
• On-Page and Off-Page
• Website Fixes
• Website Performance
• Analytics setup
• Tag Manager Setup
• Conversion optimization setup
• Schema Markup

SEO: The Pivotman – Off Page

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Our 3-Layered Link Building Strategy

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• Layer 1: Very High value backlinks to the website
• Layer 2: Decent DA website backlinks to the Layer 1
• Layer 3: Huge amount of backlinks to Layer 2

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Benefits Of Multi-Layered Backlinking

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• Helps rank websites faster
• This strategy is used for websites with multiple products or categories.
• Layer 2 and layer 3 backlinks push the Layer 1

SEO: The Pivotman – Off Page

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Backlinks and eventually helps in strengthening actual website

metrics like DA and DR.

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Each Layer has Backlinks from:

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• Posting of articles on directory sites
• Web 2.0 Contextual Backlink (40+ DA)
• Profile backlinks
• Forum posting links
• Blog commenting
• Microblog links
• Wikis
• Drip feed for indexing

Content Plan: The Pivotman

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• Blogs - 1/week
• Social Media creative – All month
• Email newsletters – 1/month
• Promotional emails – 2/month
• Engagement emails – 1/week
• Ad campaigns – As required
• AdWords campaigns – As required
• Offers – As a promotional campaign
• Contests and Offers – As a promotional campaign
• Website content update – As required
• Free downloads, checklists, guides – 1/month (to be available on website, shared through email)
• Product Descriptions
• On-Page content optimisation

Quora Marketing

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Establish The Pivotman as a one stop destination for innerwear and grooming product for men with exclusive deals. The plan would include identifying and answering diverse questions on lifestyle, fashion, men grooming, etc. to drive traffic to The Pivotman website, increase traffic and make the brand a reliable household name.

Scope of work:

• Create a business profile + 3/4 user profiles (as company employees)
• Define a Quora strategy (this includes finding your target audience, analyzing the competition, and finding the best questions to answer).
• Answer 5-10 relevant questions on a weekly basis, which will offer value and solutions to your readers (these answers will be posted from either your private or company account, it depends on our arrangement). Answers will be unique, explanatory and to the point.
• Write one Quora blog post on the topic we agree upon.
• Create Quora Ads and run campaigns.

Social Media Content Plan: The Pivotman

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Objective: Brand Awareness and positioning in the digital space

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Platforms: Facebook & Instagram (primary), YouTube and WhatsApp (secondary)

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Target Audience:

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• Working professionals
• Students
• Fashion enthusiasts
• Gen Z

Advanced Analytics Setup

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We will provide tools, services, and solutions that help results-driven business owners and marketing executives more accurately measure, track, and quantify each and every single marketing strategy - including the company website. With the right marketing analytics in place, you’ll be able to spot the trends driving (or hindering) your marketing performance.

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Armed with this data, we will optimize your strategy to measurably increase leads and sales from the web.

Advanced Analytics Setup

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Ad Tracking & Measurement

Find out which advertising and marketing strategies work and which should be changed or eliminated.

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Conversion Rate Optimization

Turn more website visitors into leads and sales. Get more leads without spending more money on advertising!

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Google Analytics Setup

Need help getting set-up and started with Google Analytics and Google Tag Manager? Our marketing analytics experts will get you started on the right track and help you turn data into results.

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Advanced Tracking

How does your website measure up? Our expert marketing analytics team will accurately help you track your website, uncover your website’s true conversion rate, and show you how to convert more visitors into leads and sales.

Our Costing

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Our Costing

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vijaymeti007@gmail.com

+91 97399 97222

Contact

LET’S TALK