Published by MBA Skool Team, Last Updated: January 27, 2018
Marketing Strategy of Zivame analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Zivame marketing mix, help the brand succeed.
Zivame marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Zivame Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Zivame Product Strategy:
The product strategy and mix in Zivame marketing strategy can be explained as follows:
Zivame is one of the most popular websites for offering women clothing especially inner wear.The vision of the founder of Zivame was to help women buy intimate wear without any inhibition. There were lots of problems regarding women’s inner wear shopping in India. There was a social stigma around the topic and people were uncomfortable talking about it openly, unavailability of the right sizes and presence of only male sales executives. The company after a successful short-term has now attracted 48$ million from big investors. These funds have been used to expand the business, hire talent, marketing and develop in-house brands. Zivame has developed two brands till now as a part of its marketing mix product and service strategy. They are Penny and CouCou. They bring 60% of the total revenue of the company. The company understands the women will be uncomfortable receiving the products at the workplace or at joint family homes. So they are delivered with discreet packing which only the customer will know. In order to retain the loyal customers, Zivame uses only women as customer support executives. As women on an average love talking, the women to women conversations often get candid and the customers share a lot about their lives. This creates a personal relationship with the customers.
Image: company website
Zivame Price/Pricing Strategy:
Below is the pricing strategy in Zivame marketing strategy:
Zivame follows a penetrating pricing model.
It provides huge discounts and discounted rates for bundled products. There is stiff completion from international brands like Jokey, Enamour etc. The products range from Rs300 to 1900. The website has several international brands as well which have got a limited stock and hence slight highly priced.
Zivame Place & Distribution Strategy:
Following is the distribution strategy in the Zivame marketing mix:
Zivame can be accessed all across the country being an online brand. The market for women’s inner wear in India is worth 12000 crores. Out of all the players in the market, Zivame has captured the majority of the market. The company is the first one to come up with an innovative idea of a fitting salon. As this is a long-tailed sector which requires a lot of variety and fitting options, a fitting store was an obvious solution. This fitting store is situated in Bangalore. It is populated with trained consultants who help women find the right fit and proper support. Zivame plans to launch more fitting stores all across the country in the next 3 years. The founder noticed that the retail stores were stocking only sizes and products which were fast moving. In the suburban and rural areas, there was very less availability of women’s inner wear products. To bridge this gap, the founder chose to launch her company via the online platform.
This will provide them with theoretically, unlimited shelf space and the products will be able to reach all across the country.
Zivame Promotion & Advertising Strategy:
The promotional and advertising strategy in the Zivame marketing strategy is as follows:
The founder believes that marketing can only take a company so far. Zivame can have a huge line of products, good customer care, but what matters the most is a customer feeling good when putting on the product. The company does not want to launch 500 campaigns and compel every woman to just buy their products blindly. They would rather strike a relationship with their customers and try to drive sales organically. Their latest campaign tells women about discovering themselves inside out and celebrate the relationship with women’s inner wear.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Zivame.
Currently, Zivame is a 250-member team who are highly passionate and share the vision of the company. The workforce is a diverse mix of male and female employees. The company believes hiring right is very crucial for a start-up. It’s not only about the skillset of the people they hire but also them sharing the same vision and enthusiasm.
Zivame uses a warehouse to delivery hubs to customer model for carrying out its operations successfully. The company implements cutting-edge technology to harness the most out of their resources. They have recently implemented ERP in their process. After listening to the concerns of its customers they have shifted from a brand less cardboard box to small plastic sealed pouches. This will help the customers to receive the products on the go and just keep it in their bag without grabbing eyeballs.
Physical evidence of Zivame and its products can be found on their website, app, office and physical fitting store available in Bangalore. The boxes and packaging also adds to the physical evidence of the brand. Since it is an online brand, its presence through its website or partner websites give the customer a sense of its physical presence. Hence this completes the marketing mix of Zivame.
Zivame is an Indian company, founded by Richa Kar in the year 2011. It is an online inner wear store for women. Richa Kar did engineering and worked for some time. But she always had an interest in knowing how business operates. So in the year 2007, she pursued MBA from NMIMS. After completing it, she worked for 4.5 years. During this time, she gained valuable knowledge in the retail sector and especially in the women’s inner wear wear sector globally. Soon, she realized the pain points regarding this sector in India.
This compelled her to launch her idea of selling women’s inner wear online. She started her venture with a small saving of Rs 35 lakhs along with support from friends and family.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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