FASHION BRAND MANAGEMENT

Assignment 1

Critial analysis of brand element of a brand Zivame to understand the

branding efforts of the firm in creating an image and identity by
consumers.

Submitted by-

Ashlesha Nidhi

Neha Verma

Malvika Sharma

Lovely Gupta

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Brand

Brands are a means of differentiating a company’s products and services from those of its
competitors. There is plenty of evidence to prove that customers will pay a substantial price
premium for a good brand and remain loyal to that brand. It is important, therefore, to
understand what brands are and why they are important. Managing brands is a key part of
the product strategy of any business, particularly those operating in highly competitive
consumer markets.

Macdonald sums this up nicely in the following quote emphasizing the importance of
brands: “…it is not factories that make profits, but relationships with customers, and it is
company and brand names which secure those relationships”

Customer
Support

Sale
Forecasting
Management

Product
Quality

Brand

Design

Analytics

Marketing
Campaign

Corporate
identity

Figure 1 Brand elements

Figure 2 Zivame Logo

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It began with a bra.

With a dream to go beyond.

Beyond limited choices.

Beyond everything women were used to.

Beyond just lingerie.

Our Vision
To Offer Every Woman the Confidence, Comfort & Choice She Deserves

Confidence is sexy and we want to help women find it, wear it and be it every day.
At Zivame, we reinvent lingerie
We reimagine outerwear
We rethink design innovation
And spend hours creating every single piece
To make a woman feel beautiful in seconds

ORIGIN AND CONCEPT

Zivame is India’s premier online lingerie store, featuring over 5000 lingerie styles. The
collection is curated and hand-picked from the top national and international brands. Based
out of Bangalore, Zivame started operations in August 2011. Zivame was established to
make good quality lingerie accessible and affordable across cross sections.

The idea of Zivame came out while Richa (CEO) was conducting a research on
lingerie market in India. She realized that lingerie shopping in India was more a bottleneck
for women than and experience. That is when she decided to start a platform for lingerie
shopping for women. The website sells panties and lingerie of all sort and types like the

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backless bra and bikini collections. Other than various panty set, the site also has a
collection of pyjamas, boxers, housecoats, etc.

She quoted “My mother was shocked at the idea. She said, “Apne friends ko kya
bolungi? Meri beti bra-panty bech rahi hai computer par?

While, researching the Indian innerwear market, as a part of her research and experience at
spencers she came to realize that lingerie is an underserved category in India. Purchasing
intimate wear in a physical store is an awkward and hurried experience for most women in
India because of the embarrassment of having to interact with male salespersons to discuss
sizes and styles. There is also limited availability of sizes and style as retailers stock only the
fast moving products. Additionally, any sort of counsel on fit, size and style is hard to get
from sales people as their priority is only to push sales. This creates a lot of inconvenience
and a less desirable and unsatisfactory experience of purchasing lingerie.

Zivame.com started its operations after Richa Kar realized that:

"There is so much social discomfort associated with lingerie shopping that it gets reduced
to a 5-minute hurried chore,"

 India has a low penetration of lingerie brands and that there is a very blatant need for
good quality lingerie retailers across India.
 She had worked with global brands and realized that lingerie is a big, yet under-served
category in India.

 Kar believes that balancing personal and professional lives is a bigger challenge for
women entrepreneurs when compared to their male counterparts. "When you are launching
and growing a business, you cannot spend as much time with family and this is a decision I
have consciously made. It's a compromise but you have to decide before you take the leap."

BRAND DEVELOPMENT

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BRAND DEVELOPMENT

A compelling brand is essential to differentiating one company from the competition. A

thoughtful brand development process helps to define and optimize brand positioning.
Beyond a logo and tagline, brand encompasses tangibles and intangibles—how your brand
is communicated, what reps or partners say, customers’ emotional connection—to form a
cohesive whole.

Brand elements of Zivame

Branding elements refer to the attributes used to create a particular association in customers’
minds.

A successful brand will show, communicate and deliver a benefit of its services and
company in general towards customers, partners and owners through those elements.
Nevertheless also the internal branding elements are important, because companies have to
be proud of their values, innovations, they creativeness and management style. Every
employee has to be a part of a brand and deliver it externally (Kotler 2007).

Brand name: Brand name is one of the most visible parts of a branding. It has to be in a
line with the companies branding value and the value positioning (Kotlers 2007)

Zivame is derived from the Hebrew "ziva," which means "radiant." Zivame leads apremium
hint without sounding too luxurious and too broad.

Slogan: Almost every brand has a slogan. A slogan is crucial in order build a stronger bond
between a brand and its customers (Yushchuk and Dzyaba, 2012)

Zivame always come up with a naughty, stylish, trendy or the confident slogan.

“Fit is Right”

“make it your lingerie destination.”

“ Fit is my Right”

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Fit is Right campaign

Source: https://www.google.co.in/search

Brand logo: A brand logo consists of five distinct elements, (i) Brand Name, (ii) Geometric
Shape, (iii) Colour, (iv) Slogan and (v) Font

Zivame as a brand name is very attractive, color of the brand name is pink which adds more
of feminine feel and the softness justifying to what its caters to.

Positioning: Positioning is the feature of how a brand will be viewed versus other brands in
customers’ minds. Positioning is defined as what brand will be in a customer mind – what it
stands for and what the brand is competing with (Healy 2008).

A large platform providing to women lingerie sector and to kick off the embarrassment
of buying lingerie with male staff approaching. Providing a large variety of sizes catering
to every women body type.

- Eee chotuu “ye nikal”, “wo Nikal”, “Madam ko yeh dikha” and
then “CHOTU” will scan you from top to bott om and give you a
random size that would hardly ever be the right size for you!

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Storyline and emotional bond: According to (Bedbury*, 2007) customers actually do not
think, that there is a significant difference between products. Thus in most cases, customers
make their buying decision on some attribute, other than the product itself. Storyline and
emotional connection are considered to be important brand elements.

Dealing with the bra dilemma has unified women as Zivami dedicates a campaign titled

#SalesmanWaliBra for all the victims of bra shopping tragedy where women have been

forced to buy lingerie of their choice by careless, incompetent salesmen of the stores.

By this campaign tapping on the minds of women with the emotional context added more

of the emotional connection and strengthening the relationship with their consumers.

When was the last time your two sizes small #SalesmanWaliBra worked like a push-
up? :D Share your lingerie horror stories with us!

Source: www.Google.com

Design: (Colour, logo, symbols). Deign is not only visual elements, it is about how the
things are crafted (Healy, 2008). Design of a brand is much more than the colors and the

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shape of the package. It depicts quality and values, and also helps in establishing customers’
connection with the product.

Zivame offers huge variety in colors and style of lingerie adding discrete packaging with
office friendly plan packaging.

Shipping is done in brown boxes or generic white poly bags as well as the shipping label

does not mention the brand names.

Zivame as a brand is not only a visual element it is crafted as a very bold and modest look.

Price: Price plays an important role in branding. it plays role by creating an image of the
companies` product or service. It provides a value proposition for the company’s products.

• Penetrating price model

• Huge discounts

• Discounted rates for bundled products

Discount on Zivame

Source: www.google.com

• Product range Rs. 300 – 1900

• International brands with limited stock with slightly high price.

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BRAND IDENTITY

Brand identity is the personality of your business and a promise to your customers which
helps to establish emotional connections.

 Establish a strong brand identity

1. With a 300% growth, from the time it started, Zivame knew one thing that separated it
from the rest. CUSTOMIZATIONS.

2. With over 3,000 options in 100 sizes, Zivame is positioning itself as the premier
platform for women to select innerwear without compromising for any occasion.

3. The brand cemented its position in the customer's mind with the #FitForAll campaign
- a free from bias and body-size prejudice ad that empowers various women to choose
their own fit.

4. Zivame has ensured that women in India now have a new place to shop for bras
online, and be as casual as Myntra and Jabong.

5. India’s lingerie market is estimated between Rs 10,000 and Rs 15,000 crore. The
Indian woman may spend Rs 600 on a shirt. But her bra must cost Rs 2,000 or above. This,
if studies are accurate, makes her bra her biggest fashion expense.

 Create a powerful and distinctive brand.

 Brand positioning

1. Definite target: With its primary target audience between the age group of 20 to 35
(Facebook audience includes the slightly older women too - 30+), Zivame believes tapping
them early is critical, so that they turn into potential category advocates.

2. Reason to buy: The test lies in buying the right bra. Since we all come in wildly

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Zivame site Source: www.google.com

Different sizes and shapes, bras are possibly the customised buys you can make as a
woman. And ZIVAME offers a very nice category of customized women inner wear at
your own comfort level. Zivame even has an app, so you can shop from the comfort of
your phone!. Different catchy line give you a reason to buy from Zivame.

3. Product/Service/Brand: ZIVAME: Offers women clothing especially inner wear, to

remove social stigma around. Zivame has developed two brands till now as a part of its
marketing mix product and service strategy. They are Penny and CouCou. 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. Creating a
personal relationship with the customers.

4. Framing market reference: This need was created for the women lingerie sector
and to kick off the embarrassment of buying lingerie with male staff approaching.

5. Main competitor:

 Buttercups (Buttercups is backed by former Snapdeal executive Anand

Chandrasekaran and Kanwaljit Singh, founder of Fireside Ventures,)

 Clovia ( Clovia has raised about $5 million from IvyCap Ventures. )

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 Pretty secrets ( Pretty Secrets has raised $8 million from RB Investments and
Orios Venture Partners)

 BRAND LOYALTY

Brand loyalty is the tendency of consumers to continuously purchase one brand's

products over another. Consumer behaviour patterns demonstrate that consumers will
continue to buy products from a company that has fostered a trusting relationship.

ZIVAME: directly interacting with consumers, to build consumer loyalty and differentiate
themselves from a sea of look-alike online retailers.

Zivame, a pure-play online retailer of bras, panties, thongs and other undergarments,
regularly organises consumer connect programmes in residential apartments and women's
colleges in Bengaluru. Most loyal customers come from North-East as these products are
not available offline in that region or other such far-flung areas – one of the key reason
why lingerie shopping has clicked.

BRANDING COMMUNICATION

Branding has been central to marketing for more than a century. One of the important
skills a marketing professional should possess is the ability to create, nurture, enhance and
protect the brands for the company. American Marketing Association defines a brand as a
name, term, sign, symbol, or design, or a combination of these, used to identify the
product and services of a company. For the consumer brand may stand for several things,
like product attributes, product benefits, values, culture, personality, and user.

Product attributes: Relates to product features may be physical, functional, or attributes.

Tata Indica suggests spacious, Indian built, economy and other product features.

Product benefits: What consumers are expecting from a product is mainly the benefit it
offers. Dettol, the brand provides two kinds of benefits, one the functional benefit and the
second, the emotional benefit. Dettol is related to a functional benefit- protection from
infection. If I use Dettol soap I am safe from infection is an emotional benefit.

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Values: The brand stands for the value of the producer, for example, the name Tata relates
to reliable, professional, dependable manufacturer and supplier.

Culture: Brand also represents certain culture, Samurai or Suzuki represents Japanese
culture.

Personality: Brand can also project certain personality.. Lux projects beauty, Lifebouy
projects a sturdy sport person, Marlboro stands for macho personality.

User: Brands suggest the kind of users also, for example, Enfield Bullet for a policeman,
Johnson & Johnson kids soap for children.

Branding Communication of Zivame

ATTRIBUT BENEFI VALUE CULTU PERSONALI USER

ES TS RE TY

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Gracious, Customer Brands Women Upper class Widely

surprising, loyalty have their oriented charming, used by
bold, and own company daring, fit for women
passionate, shared value, warm all imaginative, of all
supportive, values. The welcomin successful ages for
modest High market g convinci
customer leadershi ng
recognitio p and decision
n, profitabili s.
competitiv ty of a
e edge in certain
the market product
or
business
is
realized
through
the brand
value.

STRENGTHENING / BUILDING A STRONG BRAND

In the recognition of the value and strength of bussiness strategy Zivame developed product
in a different plateform, brand it and position not only the product brands but even the c
orporate organizationin order to remain even relevant and more competitive and leading,
revenue wise, market domineering, visibility, reputation and industry control among others.

To build a strong brand it is important to create your unique selling proposition, you must
understand -

 where your product and company fit into the market.

 What makes the product different from its competition?

 Is it more durable or cost-effective?

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 And how is your company different?

 Is it more innovative or stable? Whatever it is, define it. And write it down. For
example:

Zivame says:

“Our company is the most creative and the product is the most stylish”.

Brand Equity

Brand equity is a set of brand assets and liabilities linked to a brand, its name and symbol
that add to or subtract from the value provided by a product or service to a firm and/or to
that firm’s customers.

B ra n d
B ra n E q u it y
d if
A sso c Z iv a m e
B r a n i a ti o n B ra
d nd
Aw ar Im a
e n e sB r a n B ra g e
s d Co nd
Id e n ns Loy
ti t y u a lt y
m
er

Point of Parity and Point of Difference

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POD- The aspects of product offerings that are relatively distinct to the offerings of the like
competitor.
POP- The aspects of product offerings that are largely similar to the offerings of the like
competitor.

P
 Same product range
 Similar prices
 Similar customer base
 Same Marketplace
 Similar quality
 Highly recognizable

O 






Strongly associate with brands.
Unique Selling proposition.
Using artificial intelligence.
Opening studio and provide good advisors.
One platform for all brands
Communicable
Brand Image

P
D Zivame’s success story is intriguing. Building a successful business with a product line that
people in India are still shy to talk about openly is commendable. In the words of Richa
Kar , founder and CEO of zivame , they have ‘ made it cool to talk about lingerie.’ Zivame
works hard to strategies for maintaning the desired brand positioning these are:

Brand association

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It’s not only the thin, fit and tall girls who wear their lingerie. Brands like Bodycare do not
even cater to the audience with plus sizes. The brand has a strong association with the
founder and a strong level of association two words like bold, beautiful etc.

Brand image

Zivame, the lingerie brand, took it upon itself to change that image of bras and reveal the
truth. It launched a #FitforAll campaign in February, 2017. In the campaign, the brand tells
the target group that no matter what the occasion; Zivame has a bra for them. Be it a much
awaited date or a casual home alone occasion to sip on wine while binge watching sitcoms,
Zivame has got it covered.

Partnering with influential people that have large audiences is a great way to increase
exposure to a brand. And by providing an exclusive offer to the influencer network, brands
more likely to convert their fans to the customers. Zivame partners with a lot of bloggers and
youtubers who showcase and talk about the products which helps in gaining new consumers
as the loyal and fan following of these influencers bring in new consumers and creates brand
awareness.

The company doesn’t just focus on selling lingerie but also work relentlessly towards
educating them about the right fit. With offerings like ‘try at home’, ‘Fit consultant’,
’Discrete Packing’, ’Fitting lounge’, they have made the whole experience of shopping
for lingerie more comfortable for women in India.

Brand awareness

Zivame is trying to address a very crucial problem experienced by women in India. Variety,
awareness and consultation on the right fit of undergarments really do not exist. With the
online presence as well as upcoming physical Zivame stores in cities like Bangalore, Pune,
Delhi, Gurugram, Chandigarh, Cochin, Jaipur, Chennai and Mangalore, all of these concerns
are being addressed. Zivame as a brand has been doing exceptionally well and the revenues
currently are at a 150 per cent year on year growth.

Unique Identity

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The start-up is one of several e-retail cashing in on the awkwardness many middle-class
women feel buying underwear in public in this deeply conservative society. The name Zivame
comes from a Hebrew word radiance. So, the main motive of this young lady Richa, is to help
women understand their lingerie needs and purchase them without any kind of embarrassment.

Building a strong emotional connection

Zivame awkwardness many middle-class women feel buying underwear in public in this
deeply conservative society. Zivame tries to create a emotional bond through different
communication channels.

Leveraging the Brand

Zivame plan for extension carefully as Zivame open new studio, exceeding its product line to
increase the brand identify, image and other positive association.

The physical outlets by Zivame are specially designed to meet the different needs and desires
of every woman. A personalized experience is offered to ease the process of purchasing
intimate wear. The concept behind Zivame Studios is to help women:

● Feel confident while exploring new lingerie collections

● Get fitted correctly through one-on-one sessions with experts

● Build exciting wardrobes

● Enjoy exclusive lingerie parties

The store is more than just a usual retail outlet as the sales assistants provide proper fit
consultation to the customers and guide them with the correct sizes and fitting issues.

Sales assistants recommend bras according to the customer’s requirements and give them the
best products available to suit their needs. They ensure they are wearing it properly and help
them with their concerns.

Sales assistants also help the customers with bra cross-sizes as sometimes the size which the
customers are looking for are not available then they can go for cross-size of their respective

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bra size. For example: If a customer’s size is 32B then the cross-size is 34A and for 32C it
will be 34B.

Sales assistants also educate the customers regarding features and benefits of various
products which they may not be knowing correctly. Like for shapewears there are three
levels of control in shape wear low impact, medium impact and high impact. Low impact
ones can be worn for 6-7 hours, medium impact ones can be worn for 4-5 hours and high
impact can be worn for 2-3 hours.

Zivame, a pure-play online retailer of bras, panties, thongs and other undergarments, regularly
organizes consumer connect programmers in residential apartments and women's colleges in
Bengaluru.

Invest in Brands

Zivame continue to invest an brands to nurture them. Zivame knos that it is important to
enhance brand equity by continuous innovation on product, distribution through different
medium etc., to sustain the consumer relevance and usage imagery.

Leverage Unique Selling Proposition

Zivame unique selling proposition (USP) sets apart like A timeless example is M&M’s
“melts in your mouth, not in your hand”. This USP turned slogan distinguishes M&M’s
from other candies. This brand differentiation has been key to the success of M&M’s.

Zimame defined your USP, leverage it by turning it into a sexy key message. Use this as the
backbone of your marketing activities, you’ll be surprised at how often it pops up.
Get creative and innovate a key message that incorporates your USPs.

Associate with social Awareness:

Zivame is already making the most of the month of October by creating awareness on
breast cancer through its social media channels using he initiative #Share2Care. Zivame is
encouraging its followers to be part of this campaign by sharing a message on the
microsite dedicated to the cause. They are also encouraging people to tweet to @Zivame
using #Share2Care and share their Facebook posts. For every message, tweet and post

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shared, Zivame will sponsor a free screening for breast cancer and cervical cancer for a
rural woman in Trichy. The campaign will be online till the end of October.

Source:https://www.socialsamosa.com/wp-content/uploads/2014/11/zivame- 1.png

Develop a unique positioning idea

With all the analytical data in hand, you should have a better idea of who you are, who you
are not, and who your best audience is. It’s time to make a statement about those facts.

Zivame competition currently is mainly brick and mortar stores as women still go to stores
to buy lingerie. At the end, Zivame trying to understand why would she still go there given
that it is more comfortable to buy, say, something like a lacy bra or a sheer bra with
anonymity and within the privacy of home rather than buying it at a store. What are we not
providing? People have been buying online and that culture is good because it means that
people will be shopping at Zivame as well sooner or later. Zivame hope the consumers find
the experience give them to be superior. Zivame built an all-women customer relations
team, the fit consultations, product assessment that Zivame carry out is wonderful. Zivame
allow for returns etc. When they want to come to the authority in lingerie, people who can
advise them, help them, they can come to Zivame. Zivame want people to experience
Zivame to find out how liberating it is to shop for intimate wear online.

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Compare and contrast to identify your own uniqueness

Zivame Differences between your own messaging strategy and communication channels,
and those of competitors reveal openings in the market that positioning message should
address.

STRATEGIES FOR MAINTANING THE DESIRED BRAND

POSITIONING

Brand positioning is the process of positioning your brand in the mind of your
customers. Brand positioning is also referred to as a positioning strategy, brand
strategy, or a brand positioning statement.

Different marketing mathods

Zivame come up with a different marketing methods like:

“We want to see how you’re taking on the challenge! Share your pictures with
#GetFitAugust and tag us @officialzivame on Instagram and @Zivame on Facebook!”

Which increases the brand visibility and awareness in youth and women’s are intend to buy
Zivame product.

Zivame.com. Build Zivame into a premium, youthful and fashionable brand despite the
cultural challenges of marketing lingerie in India. Lead Brand marketing across platforms
i.e. Digital, Retail, Trade and Marketplace.

“Our cost of customer acquisition will come down due to multiple channels and we will
also revive marketing through TV commercials over the next month,”

Starting different Campaign

Zivame.com, an online lingerie e-retailer, released its new television campaign, ‘Inside Out’. It
highlights how a woman’s lingerie represents her personality and freedom of choice, unlike
outerwear that they wear in accordance with the latest trends.

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Source: www.google.com

 The new campaign, conceptualized by Famous Innovations, stems from the insight that there is
more to a woman than one can see. The ‘Outside’ does not completely capture the versatile facets of
her personality. In the end, it is the inside that matters.
 The campaign will run for a period of 2 months on leading music, movies and entertainment
channels, consists of 4 commercials. TV campaign will be followed with outdoor and other digital
activities.
 Today, close to 60% of Zivame’s traffic comes from mobile.
 Zivame had launched its first ad campaign in September last year.
 It came out with its second campaign in December 2014, which was a series of infomercials
aimed at educating women about desirable lingerie habits. While the first two campaigns focused on
drawing attention to the category, the latest campaign acknowledges the evolving lifestyle of the
modern Indian woman and underscores the importance of lingerie in her wardrobe as a product that
reflects what her personality.

Zivame becomes private label business

Launching private labels is a common strategy among e-commerce firms, especially in the
fashion business. For instance, online fashion stores such as Yepme and Zovi sell only
private brands, while Myntra generates about one-third of its business from 10-odd private
brands.India is also home to some Internet-only fashion brands such as Campus Sutra,
Kaaryah and StalkBuyLove, among others.

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Zivame (Actoserba Active Wholesale Pvt. Ltd) has discarded aggregation of brands in
favour of becoming a private label business, a move that will help it earn higher margins and
it helps in acquiring the desired band positioning.

Zivame started out as an aggregator of brands, including Enamor, Amante and Jockey,
among others, but launched private labels in 2013 in an attempt to boost margins. The
company, which owns three private brands—Penny, Cou Cou and Rosaline—will rebrand
these offerings as Zivame to create a single brand.

“Private labels have been an important strategy even for offline retailers. For online
companies, people are circumspect about the product initially. Hence, they have to rely a lot
on a third-party brand’s strength. It takes time to build demand for your private brands, but
once you get there it is a great strategy because margins are much higher,”

Using Artificial intelligence

Zivame dynamically re-locate stores using artificial intelligence, to provide for availability,
hence customer conversions at the stores are far higher than online.

Retail presence across India

Lingerie retailer, Zivame is strategically looking at strengthen its presence in the country by
adding more stores by the end of next fiscal. The brand has set aside a budget allocation of
around Rs 40 crores for expansion. It is looking to increase its offline stores from 26 to 100
by the end of FY 2019. Zivame is also considering strengthening its e-commerce operations
to prop up falling retail business.

Email Marketing Strategy Adopted by Zivame

E mail marketing is a popular and cost effective medium of promotion for all ecommerce
players. With a user getting tons of e mails in his inbox in a day, whether he will actually
open and go through the mail should be the prime focus of any company’s e mail marketing
strategy. Zivame has been quite successful in managing its e mail marketing campaign

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A major reason behind their success is that they have tried to personalize the shopping
experience for each and every customer who visits their website. They have implemented
this strategy in their emails as well.

When it comes to email marketing, a lot of emails from web portals are deleted by the
customers due to the following reasons

 Too many emails in a week

 Used / Reused subject lines which do not catch the customer’s attention

 Mass marketing content in the mail which does not appeal to many

How Zivame does things differently from others:

Limited No of Mails: Zivame does not flood their customer’s inbox with too many mails.
The customers generally receive one email in a day. Limited number of e mails in a week is
a good strategy. It prevents the customer from unsubscribing from the mailing list.

Catchy Subject Lines: The subject lines of the email are designed to grab the customer’s
attention. This increases the chance of the customer opening and viewing the mail. Let’s
take a look at some examples.

 Open now or wait a year!

 Not Just 60% Off!

 All New For You!

Personalized Content

Instead of sending mass marketing e mails Zivame believes in sending personalized e mails
to its customers. Zivame has implemented the Barilliance personalization tool that helps
them to send product recommendations based on the customer’s viewing or purchase
history.

Zivame also sends several retargeting emails that maintains the personal touch

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Viewed Item Mails : If a customer leaves the website after browsing without making any
purchase an email is sent to him with the subject line ‘Did you find what you were looking
for on Zivame?’

Cart Abandonment Mails: In case the customer does not make any purchase after adding the
items to his cart not one, not two but three personalized e mails are sent. The emails not only
contain the details of the products in his cart but also other product recommendations based
on his browsing history.

Miss you Mails: Zivame also sends miss you mails to customers who have not made any
new purchase in a long time. The subject line says ‘We missed you, tones! Come, visit us!
This helps them in retargeting their existing customers.

BRAND EXTENSIONS

Brand extension, also known as brand stretching, leverages the reputation and popularity of
the well-known brand to increase demand for new products. Brand extension is the use of a
well-established brand name for a new product or new product category.

Brand extension is a marketing strategy in which a firm marketing a product with a well-
developed image uses the same brand name in a different product category. The new product
is called a spin-off. Organizations use this strategy to increase and leverage brand equity .An
example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases
awareness of the brand name and increases profitability from offerings in more than one
product category.

Reasons for brand extension

 It helps in portraying a positive image of brand in the mind of consumer.

 If a new branch or a brand is being opened under already established brand with strong
stability in market then it helps the daughter brand to penetrate easily.
 It helps in acquiring instant brand recognition.

A Brand needs various kinds of support as it goes along . The customer have to reminded
about the brand; competitors may deflect even loyal consumers’ attention. These are the
effects of expanding a brand to a new product, which are as follows:

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MORE
UGLY:
MORE
GOOD:

THE
UGLY:

Effects of extending a brand to a

new product

THE
BAD:

THE
GOOD:

Adapted from David Aaker’s “Managing Brand Equity: Capitalising on the value of a Brand
name”,Prea Press publication

Bases for brand extension

 Customer segmentation
 Consumer Desire
 Pricing Breadth
 Excess Capacity
 Short term gain
 Competitive capacity
 Trade Pressure
Disadvantage of Brand extension
 Weaker line logic
 Lower brand loyalty

Types of brand extension

Three type of brand extensions are:-

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 Extended to other item in same product line

 Extended items in a related product line.
 Extended items in unrelated product line.

Idea for extension

As, Zivame had a greater scope at the time of origin and even a lot more areas to discover in
lingerie section, after the launch of the idea the customer demand had increased in market
and the brand was able to penetrate easily. If we talk about their extensions and what made
them do this then we can say it was customer segmentation and customer desire, thus
customer satisfaction was the only goal for the brand. When they thought from the
perspective of their target customer (Indian customer),they found that there is immense type
of body type in India which is a challenge to full fill, and this idea forced them towards
extensions.

Reason

 First reason was to provide support the body to every women in India as the study says
that only 50% are able to use bra in India.
 Access of Lingerie is limited to urban cities.
 Diverse body type of India.
 Exposer to different countries.

Bases to extension by Zivame

Consumer Desires

They increased the desire of the product in the eye of customers. Before inner ware was
only a need for their customer but Zivame succeeded in creating it as a style and made the
customer believe that it gives you self satisfaction, the product is not just to show off but
more than that.

Pricing Breadth

When in 2011 Zivame was launched It came up with the prices like 999 and above although,
the Indian mind set had not changed to buy best at best price. The price range was a hurdle
to achieve the target customers and company’s goal. Company’s goal, its image, relationship
all of them were challenged because of it’s pricing strategy.

Competitive intensity
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As from very starting phase of their launch Jockey was the competitor and was difficult to
beat the penetration the brand has established in market so, the Zivame had to come up with
some idea to steal their loyal customers and even break their market with it’s own
penetration.

Trade pressure

As the market was increasing and many competitors had stepped in market as for example
clovia had entered in 2013 ,pretty secret came in to existence in 2014, so it was pressure
from the market to extend the line and bring something out of the box.

Extensions

Extension to other items in same Product Line

Zivame had introduced it’s self with bras and pantie, but with the demand of customers and
to extended their existing product line with more verities. Their extended product in same
line were:-

T-Shirt Bras, Sports Bras, Minimiser Bras, Strapless Bras, Backless Bras, Stick-On Bras,
Bralette, Pretty Back Bras, Maternity Bras, Super Support, Padded, Front Open, Non
Padded, Push Up, High Coverage, Medium Coverage, Low Coverage, Wired, Non Wired,
Bridal, Cotton, Miracle Bras, Curvy, @ Work, Sexy Lace

Extended items in a related product line.

Nightwear

Active wear

Shape wear

Swim and beachwear

Apparels like Top and T-shirts, jumpsuits, Dresses etc.

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ZIVAME ACTIVEWEAR

Source: www.google.com

Extended items in unrelated product line.

Zivame had started and progresses with lingerie wear, but with the competitive environment
and demand supply in market they even tilted towards some unrelated products line like
apparel. Recently a change in their product was seen on their portal.

Apparel section was added with offerings like Top and T-shirts, jumpsuits, Dresses etc.

Other steps for extensions

Account stability

Like most companies, the expense management process at Zivame was completely manual.
Employees were required to submit proofs of expense before reimbursements, managers
manually reviewed the expenses and approved them. The finance/accounts department
would then chase approvals and manually settle reimbursements using a spreadsheet.

This meant that the business has lower visibility into expenses and billable employee hours
spent in nonstrategic, administrative areas like expense reports.

Expense Tracking

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Accessible and Mobile Automatic data extraction on mobile apps, email plugins and web
app allowed users to claim an expense when and where the receipt is generated. Employees
didn’t have to collect or store receipts, get hard copies or make any manual entry.

Workflow & Expense Policy

Automated Fed with expense policies at Zivame, automatically runs policy checks on every
expense made and flags the violations automatically. Further, every expense made triggered
approval request automatically, reducing time for approval per expense.

One-click Expense Reports & Automatic Reimbursements

It allowed employees to create expense reports in one-click, and automatically send those to
respective approver/manager. Managers could view all expense reports with proofs in one
place, and the finance team was able to start settlement of reports approved.
Reimbursements needed zero manual efforts, and all expenses stay audit-ready.

The Impact of solution

 75% reduction in Cost of Expense Reports

 50% less time spent on expense management

The Physical outlets

The leading online lingerie brand already has 7 Zivame studios across the country. Recently,
it added another to its chain of offline studios, at Elante Mall in Chandigarh.

The other studios designed by Zivame are strategically located in Bangalore, Pune, Delhi,
Jaipur, Cochin, Chennai and Hyderabad

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ZIVAME store Source: www.google.com

How it is Unique

These physical outlets by Zivame are specially designed to meet the different needs and
desires of every woman. A personalized experience is offered to ease the process of
purchasing intimate wear. The concept behind Zivame Studios is to help women:

 Feel confident while exploring new lingerie collections

 Get fitted correctly through one-on-one sessions with experts
 Build exciting wardrobes
 Enjoy exclusive lingerie parties

New studio features

The new studio has welcoming interiors splayed across 500 sq.ft. For personalised sessions
with fit advisors and trials, spacious rooms are available. Appointments can be booked on
the Zivame website or through the app. Shoppers can also walk into the studio to try on
different products, make purchases and pay though different modes even COD and have
their purchases delivered right to their doorsteps. This is truly a unique offering by the
online retailer and will definitely make shopping for intimate wear easier.

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{During the launch of the new Zivame Studio, Sirisha Tadepalli, the Zivame Brand
Marketing Director said, “Consumers are at the core of everything we do. We know that
about 80 per cent of the women wear the wrong size. The unique fit consultation not just
helps women find the right fit, but also helps them build their lingerie wardrobe. In cities
where we’ve opened our studios, we’ve seen healthier return rates, improved sale of
innovative categories and better repeat rates. All of this clearly indicate that Indian women
are ready to experiment. It’s brands like ours who needs to take the first step forward.”}

Conclusion-

Zivame as a brand started with a good storyline and a unique idea. Zivame is growing day
by day by their marketing strategies and innovation. Zivame is continuously growing and
extending the brand Zivame through opening new stores and expanding product line.

References

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[ CITATION DRS \l 16393 ]

[ CITATION kot02 \l 16393 ]

[ CITATION DrP02 \l 16393 ]

[ CITATION Ziv \l 16393 ]

[ CITATION Bus1 \l 16393 ]

[ CITATION Sup18 \l 16393 ]

[ CITATION fly \l 16393 ]

[ CITATION CAS \l 16393 ]

[ CITATION ZIV \l 16393 ]

[ CITATION Adi15 \l 16393 ]

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