1. I have always worked hard for the things that I love…
Tapasvi
Thakral
Personal Portfolio
Strategic Planning

2. Market & Consumer Research
•Analysis of Target Audience through market
segmentation.
•Buying and consumer Behavior
•Competitor Analysis
Communication Strategy
•Integrated Marketing Strategies
•Content Marketing Digital Communication
Skills
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3. Identifying the consumer needs and analysis of
customers, competitors or the way products are used
across borders. Tracking the market for a product
segment.
Exploring the retail or online luxury market.
Interpreting positioning Maps. That pinpoint the
benefits that help in explaining why enterprises and
brands are doing better.
No other Industry changes as rapidly as Fashion. What
is In today is Blasé tomorrow. Innovation Becomes
Retro. Sales Figure rise and fall.
There is a need for identification to Evaluation and that
is where I think that Market and consumer research
plays a major role because the Fashion Industry is
booming.
.
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Market & Consumer research
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4. Advertisers and Pr Professionals use social media to engage
with their audiences, creating content, and monitor
sentiment about their Brand.
Social media allows brands to refine their segmentation
strategy by reaching a narrow target audience.
The viral and collaborative nature of social media allows
brands to build brand authenticity and loyalty among their
users.
There is a need be on social media channels to give a boost
to give online exposure that gives Brand image and the
message. Social media is a part of Ecosystem to create a
whole enjoyable and seamless consumer experience
Communication Strategy
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5. ABOUT THE COMPANY
Start-up & commercial development
We give support to launch and commercial
development of the Brand, helping to define strategic
plans for entering new markets.
Distribution
Our showroom works mainly with agency agreement
but with some of our brands we work as distributors,
by purchasing a certain quality of items and managing
the selling independently.
Brand positioning
In the national/ international market.
Objective
What's the point!
INTERNSHIP | MARKETING AND COMMUNICATION AT
SHOWROOM POINT
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6. WEB SITE RECOMMENDATIONS
AND SUGGESTIONSMR. MRS SHIRT
Responsibilities
• Which social channels to focus on
•Organic and paid social marketing mix
•Who will publish content and engage in conversations
•How often people will post and when
•Where I want to direct social media traffic to
•How much social media engagement is worth for the
business
Job Description
In this role I am responsible for developing and
implementing initiatives with the goals of
building the overall website for one of the
Brands of Point Showroom.
The role is to actively coordinate with the other
functional team members( Website designer,
Marketing team, Photographer, Models) . To
research and provide insights and help in
developing the online fashion website.
Marketing and
communication
INTERNSHIP
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7. COLLECTION PREVIEW
Job Description
In this role I was asked to create a presentation for
Lucio Vanotti’s new collection which would then be
sent to the customers as a preview to the upcoming
exhibition.
To complete the task I looked through various
previous collections and the history of the
designer.
Marketing and
communication
INTERNSHIP
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8. Results
Developed an in-depth awareness of buying techniques,
budget management conducted research into retail
fashion networks, fashion trends for buying techniques
and fashion communication strategies through research,
data collection analysis.
Brief
The main objective of the workshop was to zoom in on
digital commerce and fashion indie stores and identify
ways of communication tactics to advertise, attract
more clicks, followers, orders and convert people from
one-time clients to multiple orders.
PROJECT | FASHION BUYING in collaboration with
Responsibilities
Online Buying Behavior of Millennials, Competitive
price positioning by competitor analysis, Social
media Insights.
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9. 55 % Millennials review blogs before making a purchase.
Older generations rely more on traditional media, whereas
millennials look to social media for an authentic look at
what’s going on in the world, especially content written by
their peers whom they trust.
Millennials rank authenticity over content when
consuming news. They first have to trust a company or
news site before they even bother reading the content that
they produce.
become a loyal customer.
Taste &
Online Buying Behavior
Research
Objective- To understand the Online buying Behavior
of the consumers buying products online
Results- They want to engage with Brands on social
network. Millennials Believe if a brand engages with
them on social networks they are more likely to
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10. All the competitors of Aere have similar product ranges
but they also have high-end luxury brands with niche and
new designers.
They have a similar price range but the style number
varies in each competitor. Some categories are available in
some while some are not.
Competitors like LN-CC have different categories to offer.
They have gifting items, vintage vinyl disc and books and
music collection which make them different from the
other.
Competitor AnalysisCOMPETITIVE PRICE
POSITIONING
Research
Objective- To differentiate Aere’s offerings and do
competitive analysis and offer products different then
the competitors.
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11. Millennials integrate their beliefs and causes into their
choice of companies to support, their
purchases and their day-to- day interactions.
Their interest’s falls somewhere between a purely
aesthetic preference and a search for honesty, for truth.
Results- Most of the Customers of Aere are from
Middle east and Europe. Aere are not active on social
media and there engagement rate is Low. Their posting
frequency on Facebook is 0.39 %
Social Media Insights
Research
Objective- To identify the market and then offer a
selection of products to satisfy the needs of the
customers
http://www.fanpagekarma.com/facebook/aerestore#influencers
Facebook Insights
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12. The most important of all the tools that I did was to
analyze the consumer behavior and Effectiveness of
Social media.
Social media components have got an attention of the
consumer. Therefore the research was aimed to
determine the effects of social networks on the
Purchasing behavior of consumer.
Social networks have a role in Influencing consumer
behavior, it is concluded the fact that 55 % of the
consumers prefer to read social interactions and blogs
before making a decision.
Key Learning
Communication
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13. Re-design the landing page (preferably opening with a
video) and then Re-organization of the categories in the
template
Developing content for the different categories keeping
in mind the voyeuristic perspective of the e-zine.
Categories will cover areas such as: art, fashion ,eros.
Understood the fashion media dynamics with a particular
focus on the new online magazines and their reference
target market.
Use of proper tools for developing an attractive photo-shoot
which can enhance both the visibility and the newness
and immediacy of the web platform remaining consistent
with the brand and media DNA.
PROJECT | FASHION STYLING in collaboration with
Responsibilities
Resource Management and task management,
Competitor analysis, Best Practices
Brief
Results
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14. Resource Management and Task Management
Directing - One of the most important tools. Directing
and controlling most aspects of the Job. By
communication the exact needs and ensuring that
everyone completes their parts quickly and correctly.
Participatory- When there is not enough options by
grouping everyone with different skills and ensuring
everyone understands their role.
Teamwork- By successful teamwork presenting
information as well as solid communication skills that
leaves nothing unanswered. Willingness to work and
credit the team for its success and able to collaborate and
maintain a team spirit.
Inside Out - Photo shoot
#Invisible me
#Miserable Society
# Survivalism
Research
Results
Objective
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15. Five Senses
Live Fast
Best Practices
25 Magazine(NYC)
Celebrates women. Strong visuals and graphic designs.
Online and offline.
Sleek(Berlin) magazine is an art and fashion
independent magazine and translates this intense visual
and intellectual experience.
Live Fast Magazine showcases the best of Fashion,
art, sex and travel by the means of an online magazine.
Out of Order- It’s a magazine created by students for
students to foster an interest in cultural trends, news
and features.
Research
To find the strengths and weaknesses of current and
potential competitors.
The analysis provided offensive and defensive strategic
context in identifying opportunities and threats.
Results
Objective
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16. Inspiration-
La grande bouffe
9 and a half weeks
Masters Of sex
#Excitement
#Plateau
#Orgasm
#Resolution
R.O.P.E VIDEO
is a video that showcases the four phases of a
sexual act Excitement. Plateau, Orgasm and
Resolution. It is a video where models express their
love through food.
INSIDE OUT
Homeless Photo shoot
Edited each video and matched the colors. Understanding the
concept behind the Brand mood and giving the proper
background music by understanding the story.
For the Photo shoot found a group of people with similar
passion who were willing to work and cooperate.
Models, Professional photographer, Equipments
Communication
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17. Detailed understanding of the competitive landscape
and consumer insights to propose repositioning for
Italian hospitality collection. Propose an integrated and
Differentiated communication plan for IHC.
PROJECT | FASHION & LUXURY COMMUNICATION in collaboration with
In depth understanding of the Luxury Wellness
Hospitality trends.
Responsibilities
Understanding the target audience, Brand Positioning,
Needs & Behavior of Baby boomers, Gen X and
Millennials.
Brief
Results
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18. Baby Boomers(1946-1964)
Power Baby Boomers have more discretionary
income than any other age group.
Really the first Generation to consider spa as a
necessity not a luxury.
“I have worked my entire life and it is now time
for me to enjoy the rewards, I deserve this.”
Generation X (early 1960s – early 1980s)
This Generation is wedged between the aging
baby boomers and the growing Millennial.
“I have so much to manage in Life, If I don’t take
care now it is going to harm me in the long term.
I need this”
Millennial (1946-1964)
Six in ten Millennial would rather spend their
money on experiences then material things.
“I work hard for a living & it is a necessity for
me to relax and take care of myself. I am
entitled to this.”
Understanding the
Target Audience
Research
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19. Healthy Couple
Holistic Wellness
Manage Age
Relationship Oriented
Appetite For Wellness
Self Worth
Local Emotion
Prevention/
Preservation
Collectivity
Reassurance
Beauty Inside Out
Future Is Now
Co-creation
Green Service
Healthy Honeymoon
BABY BOOMERS
GEN X
MILLENIALS Needs
Wellness
Results
Considering not many wellness and spa
brands occupy a service centric positioning. It
was important for me to analyze the target
market and their needs and behaviors.
In order to propose a communication strategy
which would help IHC in building a long
term relationship.
Research
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20. To create a consistent diversification of the
Moncler core business in keeping with the
brand values.
BRIEF
INSPIRATION (MUSE)
AMELIA EARHART
As first woman aviator she is one of the most enduring
and iconic figures of the 20th century.
Her spirit of adventure and independence deeply
resonate with the Moncler Ideals of courage and
achievement.
Her efforts for women’s advancements and make her
an inspirational figure for the modern woman.
She embodies the spirit of exploration and courage that
are the driving forces behind the Moncler Brand
ideology.
Responsibilities
Analyzing Monclers social media interaction activity
on social media Platform.
PROJECT | FASHION BRANDING in collaboration with
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21. Analyzing Moncler’s activity on twitter to get an
idea of the Brands current performance on social
media and target the brand at improving its over
all level of social interaction.
Monclers twitter social interactions with
followers have been very low with an average of
57 tweets and 56 retweets, compared to the
tweets and retweets by its followers.
There has been a 35.6% decline in the number of
Monclers active followers in the past one year
signifying a need for reviving its social media
game.
The Purpose is to give Moncler a much needed
boost on this channel and Objective was to create a
consistent diversification of the Moncler core
business in keeping with the brand values and
identity.
Research
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22. Going places
Going Places refers someone on their way to success
or great things in life. The aim is to highlight the
Spirit of the Millie Bag collection in two ways:
Being a platform for successful women to showcase
their lives & highlighting adventurous elements of
life.
ONLINE STRATEGY
CREATING THE ‘BUZZ’ IN-STORE ACTIVITIES
Communication
Communication
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23. Communication
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24. That’ll be it
Thank you
Contact Details
Tapasvi Thakral
+393427702781
Thakral.tapasvi@gmail.com
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