Myntra

Marketing Plan for Tier 2/3 cities
Myntra’s mission is to become a premium

destination for Fashion in Tier 2 / Tier 3 markets.
The key is to establish Myntra as an aspirational
brand and a one-stop destination for all things
fashion.
Plan
Virtual Try-on
• We will leverage technology to limit users’ dependency on physically trying on clothes before making a buying decision and
thereby shortening the user buying journey by reducing/eliminating returns. Lesser returns will result in a much better user
experience
• A 3-D body image will be added by the users which will be accessible to them from their profiles
• While looking at an outfit or an entire ensemble on the Myntra app/website, a simple click will enable user to have a virtual try-
on to see how that particular outfit will look on them
Omnichannel Marketing
• With Tier 2 and 3 users being scattered across demographics, apps, and varied behavior, it is important to formulate a marketing
plan that meets the users wherever they are present
• E.g. Instagram, TikTok, IGTV etc. are potential partners which can help in not only promoting Myntra using in-app ads but also in
establishing Myntra as a premium brand by leveraging celebrity influencers to create an aspirational brand
Myntra 3
Plan
Create Offline Experiences

• Myntra will set up offline experience stores to build trust and credibility, moreover fashion experts will be available in the stores
to assist users in their buying journey and to help them make an informed decision
• Also, we will make users comfortable with an online buying experience. The sales associate will help users walk through the
process of placing the order online on the Myntra app in the store after users have selected what to purchase
• By putting fashion/styling experts and providing expert opinions, Myntra will provide added value to its customers and boost its
image of a premium fashion brand
Personalisation
Shopping is still a group activity in smaller cities, therefore we need to offer our target users solutions that remove their dependency
on other people such as -
• Online Style Assistant – This app will let users chat and interact with a personal stylist, who will provide recommendations and
help users to buy on the go
• Personal Lookbook – This will have a compilation of ensembles of items that will be personalized to a users preference based on
past search/purchase history, and current fashion trends. We can also collect certain data points from users to offer even better
solutions such as knowing about their preference on prints, budget etc.
Myntra 4
Plan
Myntra Loyalty Program

• A strong loyalty program will enable Myntra give better discounts thereby increasing stickiness of current customers and building
brand evangelists who would promote Myntra in their circles
• The program will upgrade users to higher level based on the size of their purchases or the brands that they purchase
• The loyalty program will also reward users who get the most numbers of referrals
• Implementing a gamification and incentive based system will really trigger adaption of such a loyalty program
Live Ecommerce
• Video streaming apps have taken the Tier 2 / Tier 3 users by storm
• This presents an opportunity for brands to cash in on this user behavior
• We should focus on live ecommerce to let users engage with experts/influencers who would help them make better buying
decisions and also help in establishing Myntra as a premium, aspirational brand
• These experts will give users styling tips such as what color palette to follow or how to dress up for a particular occasion
Myntra 5
Campaign Idea
Myntra’s bespoke letter

• This campaign will focus on sending personalized letters to our users where our users with high purchase frequency will get
personalised message from our style experts/top celebrity fashion stylists such as Ami Patel, Alia Rufail etc. to augment their
style
• Along with the letter will be sent an exclusive discount coupon for their next purchase with a hashtag #loyaltypays
• The aim of the campaign will be to generate Word-of Mouth and get people talking about the personal touch of Myntra and the
hashtag #loyaltypays
• We will leverage top celebrities and influencers to begin with and then do the same for our most loyal customers
• The campaign will be aimed at smaller cities and these letters will be shared through e-mail as well as whatsapp with easy to
share option for the users
Myntra 6

Myntra

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Myntra

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Marketing Plan for Tier 2/3 cities

Myntra’s mission is to become a premium

Create Offline Experiences

Myntra Loyalty Program

Myntra’s bespoke letter

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