Ashutosh M Belulkar

Voonik IIM Shillong Campus Recruitment Process (Case study solution)

1.

Introduction:

The solution is divided into two parts the first part consists of the insights which we get
from the data given in the excel sheet and the second part consists of the market
intelligence which we get by doing secondary research. The competitors considered for
analysis purpose were Myntra (holding 70% of market share in online fashion industry),
Jabong and Fashion & You (FAY).
2.

Data Insights:

After doing analysis on the data some of the trends were observed. The figure give below
best describes the customer preferences:

Key Insights:

Sleepwear And Lingerie stands the most preferred category, nearly 51% of the

customer prefer to shop from this category

Kurtas And Ethnic Wear, Dresses & Skirts and Sarees are the next best
category of products preferred, nearly 37%, 27%, 28% customers prefer them

respectively
Footwear stands out to be the least preferred product category
Top 3 best-selling combination after doing correlation analysis in excel:
Indian combo (Kurtas & Ethnic wear, Sleepwear & Lingerie, Saree) (Target
audience: 81.134%)
Western combo (Dresses & Skirts, Sleepwear & Lingerie, cosmetics)
(Target audience: 72.40%)

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Ashutosh M Belulkar

General Combo (Jewelry, Dress material, Dress and skirts) (Target

Voonik_IIMS_CaseD
ata (Autosaved).xlsx

audience: 55.49%)
3.

- Excel Sheet

Market Intelligence:

According to the secondary research Jabong, Myntra and Fashion & You have a tendency to
offer sales during festival seasons like Diwali, New Year, Christmas, Holi, Rakshabandhan,
Republic day, Independence day, etc. Given below are the data from some of the sales
offered by competitors:

Jabong

Myntra

Fashion and You

Dates

Occasion

Dates

Occasion

Dates

Occasion

24th Dec-4th Jan

New Year &

2nd Jul- 10th Jul

End of reason

15th Aug 2016

Independence

2016
8th-18th January

Christmas
After New Year

2016
13th -15th Aug

Independence

2nd - 6th Oct

Sale
Dusherra

2016
15th-25th April

Easter Sale

2016
2nd - 6th Oct 2016

Sale
Dusherra

2016
14th Feb 2016

Valentines day

2016
24th March 2016

Holi

10th 14th Dec

Stock

5th 10th Nov

Diwali Sale

After New Year

2015
22nd Oct 2015

clearance
Dusherra

2015

9th Jan 2015

26th Jan 2015

Republic day

3rd - 4th Jan 2015

End of reason

6th-8th Feb 2015

Valentines day

13th -15th March

Grand Fashion

2015
8th March 2015

Sale
Post-Holi

6th March 2015

Holi

2nd August 2015

End of season

27th Oct -08th Nov

Diwali + Dusherra

2015

4. Sales planning:
Sale

No.

Dates

Categories to focus

day
Sale 1 (Holi)
Sale 2

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Min- Max
Discounts

s
4

22nd 25th

Kurtas & Ethnic wear, Saree,

50% -60%

March
14th Aug 17th

Jewelry
Sleepwear & Lingerie, Dresses &

30% - 40%

Ashutosh M Belulkar

(Independence Day

Aug

Skirts, Tops & pants, Dress

+ Raksha bandhan)
Sale 3 (Christmas)

22

Mega sale (Diwali)

20th 27th Oct

nd

th

25 Dec

material, Cosmetics
Sleepwear & Lingerie, Dresses &

50% - 80%

Skirts, Tops & pants

Kurtas & Ethnic wear, Saree,

40% - 50%

Jewelry
As most of the sales happen in the festival season in India the major sales should be
aligned for volumes of sale, also Diwali is the season when everyone wants to shop for
clothes focus should be on Indian wear and during Christmas the focus should be on
selling western wear as western clothes are purchased during that time.

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