Outlining the approach to initiate activities centered marketing and strategy for Myntra.
- THE 3 Cs:
CORE PRODUCT, CONSUMER AND THE CATEGORY CONTEXT WOULD BE THE KEY FACTORS TO BE CONSIDERED.
- Users of other fitness apparel brands like – Nike, Reebok, Adidas or Others.
- Age: – 23-35 years.
THE NEXT STEPS FOR THE BRAND AND THE NEED FOR RESEARCH
- To increase engagement with the consumer, the brand has outlined a few marketing and product focussed initiatives.
- The role of research would be to support these activities by conducting relevant research activities where the output would be in alignment with the engagement activities.
Objective
- Cues for product evaluation -> will get reactions to product fit, cues for improvement and product promotion.
- Communication evaluation -> such as concept test.
- Communication evaluation -> such as concept test.
Target Audience
- Who is into serious fitness and participates in events or competes e.g. marathon runners or Trains 6 days of the week.
- Has a personal trainer or is a part of a Group Training like CULT FIT, follows a strict diet.
- Who works out but not on a serious level e.g. Runs or gyms 3-4 times a week.
- Casual attitude to fitness, possibly just started out. Jogs in the park, gyms 1-2 times a week.