01

Brand research on Prepared by- JURY

Zivame Apoorva

ZIVAME
CONSUMER BEHAVIOUR
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Consumer behaviour

ABOUT BRAND
Zivame is an Indian lingerie and innerwear brand
that specializes in a wide range of women's
intimate apparel. Founded in 2011, Zivame has
become a popular online destination for women to
shop for bras, panties, sleepwear, activewear, and
other lingerie items. The brand is known for offering
a variety of sizes, styles, and designs to cater to
different preferences and body types.
 Consumer behaviour

BRAND
PERSONALITY
Zivame's brand personality is often
associated with being modern,
empowering, and inclusive. The brand
focuses on creating a positive and
confident image for women, emphasizing
comfort and style in intimate wear.
 Consumer behaviour

COMPANY
PROFILE
 Consumer behaviour

01. DEMOGRAPHIC
Age: Targeting different age groups,

SEGMENTATION
such as young adults, working
professionals, and mature women.
Gender: Focusing exclusively on
women as their primary
demographic.
Income: Offering products at various
price points to cater to customers
with different income levels.
Family Status: Tailoring products for
02 PSYCHOGRAPHIC 03. BEHAVIORAL single women, married women, and
new mothers.
Lifestyle: Creating products and Usage Occasion: Offering products
marketing campaigns for various suitable for everyday wear, special

04 GEOGRAPHIC
lifestyles, such as fitness occasions, or fitness activities.
enthusiasts, fashion-conscious Loyalty Status: Rewarding loyal
individuals, and comfort- customers with exclusive offers
oriented customers. and discounts. Urban vs. Rural: Adapting marketing
Values and Beliefs: Emphasizing Purchase Patterns: Analyzing strategies and product offerings to
body positivity, self-confidence, customer behavior to recommend urban and rural markets in India.
and empowerment in their personalized products and Regional Preferences: Recognizing
messaging to align with the promotions. regional differences in lingerie
values of their target audience. Brand Engagement: Engaging with preferences and styles.
Personality Traits: Designing customers based on their Climate: Offering seasonal products
products that cater to different interaction with the brand's suitable for different climate
personality traits, like trendy, website, app, or social media conditions across the country.
classic, or practical. platforms.
 Consumer behaviour

PRODUCT &
PRICE
Zivame offers a wide range of Zivame employs a pricing
lingerie and innerwear strategy that encompasses a
products, including bras, range of price points, from
panties, shapewear, budget-friendly to premium.
sleepwear, activewear, and This pricing strategy allows
lingerie accessories. them to target a broad
Their product line caters to spectrum of customers with
different styles, sizes, and varying budget constraints.
designs, emphasizing comfort,
fit, and fashion.
 Consumer behaviour

06
PLACE &
PROMOTION
Zivame primarily operates through its Zivame's promotional efforts are
online platform, which serves as the segmented to target different
primary distribution channel. demographics and customer
They also have select physical retail segments.
stores and partner outlets in specific They emphasize body positivity and
cities, offering an offline presence. empowerment in their marketing
messages, resonating with their
target audience of women.
 Consumer behaviour

STRATEGY
Sustainability Initiatives: Like many modern
brands, Zivame may incorporate sustainability
initiatives into its strategy to appeal to
environmentally conscious consumers.

Collaboration and Partnerships: Collaborating

Marketing Campaigns: The brand's marketing
with influencers, designers, and other brands
campaigns focus on body positivity, self-
can be part of their strategy to enhance brand
confidence, and empowerment. They aim to
visibility and offer exclusive collections.
resonate with their target audience and
promote a positive self-image.
Customer Engagement: Zivame focuses on
Pricing Strategy: Zivame employs a pricing building and maintaining strong customer
strategy that covers a range of price points, relationships through loyalty programs,
making their products accessible to a wide discounts, and responsive customer support.
range of customers.
Data and Analytics: Leveraging data and
Retail Presence: While predominantly online, analytics to understand customer preferences,
Zivame maintains a limited number of physical market trends, and purchasing behavior is
retail stores and partner outlets, allowing likely a critical aspect of their strategy.
customers to experience their products in
person.
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Consumer behaviour

STRATEGY
Product Diversification: Zivame focuses on Online Dominance: Zivame places a strong emphasis
expanding its product range to offer a wide variety on its online platform, providing customers with a
of lingerie and innerwear items. This includes bras, convenient and personalized shopping experience.
panties, shapewear, sleepwear, activewear, and This includes features like fit consultation, virtual
accessories. Diversification allows them to meet try-ons, and recommendations based on customer
the diverse needs of their customers. preferences.

Size Inclusivity: The brand emphasizes size Fit & Comfort: Zivame's strategy revolves around
inclusivity by providing options for a broad range ensuring that their products offer an excellent fit
of body types. This strategy aims to make Zivame and comfort. They provide fit consultations to help
products accessible and comfortable for women of customers find the right size and style.
all sizes.
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Consumer behaviour

COMMUNICATION
MIX 50

40

Advertising
Social Media Marketing
Content Marketing 30
Email Marketing
Influencer Marketing
Public Relations (PR) 20
Events and Promotions
Online Community Building
Search Engine Optimisation
10
Retail Stores
Customer Service and Feedback

0
 10
Consumer behaviour

CONSUMER
PROFILE
PSYCHOGRAPHICS
LIFESTYLE - Targets women who prioritize comfort
and style in their intimate wear choices, catering
to various lifestyles.

FASHION ORIENTATION - Appeals to fashion-

DEMOGRAPHICS conscious individuals who seek trendy and
fashionable lingerie.
AGE - Primarily women in the age
range of 18 to 45. BODY POSITIVITY - Attracts consumers who
appreciate body positivity and inclusivity, offering a
INCOME LEVEL - Middle to upper-
diverse range of sizes and styles.
middle class, as Zivame offers a range
of products with varying price points.
TECH SAVVY - Caters to consumers comfortable
GEOGRAPHY - Urban and semi-urban with online shopping, reflecting a modern and tech-
areas, given its online presence and savvy demographic.
focus on metropolitan markets.
PRIVACY CONCERNS - Appeals to individuals who
EDUCATION - Likely appeals to value discreet and private online shopping
women with at least a moderate level experiences for intimate wear.
of education.
 We asked the respondents how often do they
buy from zivame

Every 7-12 months

23.1%

I have never purchased From all the respondents

38.5%
38.5% people frequently buy
from zivame on regular basis
and around 23.1 % buy every
7-12 months from zivame
whereas 38.5% of people
don't prefer zivame and have
never bought from it .

Frequently
38.5%
 We asked the respondents which are the
brands they have heard of

Zivame

Clovia
12
When we asked the
respondents if they
have heard of the
provided names of the
brands , around 80% of
Amante the people know
zivame, 50% for clovia ,
around 50% for
amante and a very few
people know about
buox avenue
lingerie section of
0 20 40 60 80 100 zudio.
We asked the respondents if they find zivame
user friendly

When the question was

Yes asked to the
respondents if they
find zivame user
friendly, most the
people agreed to it , a
few didn't and rest
No
thought maybe zivame
is user friendly.

Maybe

0 10 20 30 40 50 60 70
We asked the respondents what is their
preferred product category from zivame
From the wide
Shapewear
7.7%
variety provided
Bra by zivame , 23.1%
23.1% of people buy bra
, 15.4% other
Other lingerie, 15.4%
23.1% lowers/bottoms,
15.4% nightwear
and nighsuits, and
23.1% from other
category. We
Lingerie observed that
15.4%
people frequently
buy bra because
Nightwear of its reliable
15.4% services.
Lower
15.4%
We asked the respondents to rank the pricing
of their preferred website

From the survey, we have extracted that , people

find moderate pricing of the zivame as compared to
shyaway and clovia , that average rating is (4) for
zivame whereas shyaway lies in (2) and clovia in (3)
 We asked the respondents what is the
satisfaction level by shopping in zivame

Very poor
10%
Poor
3.3%
16
Ok asking the satisfaction
Okay level of the users of the
13.3%
zivame , people responded
Excellent
46.6%
their experience to be
excellent in 46.6% , 20%
said it's very good, around
Good 6% said it's good, 13.3%
6.7%
said it's moderate/okay ,
around 3% said it's bad and
10% responded to it as
very bad .
Very good
20%
PROBLEMSIDENTIFIED
Customer Service Complaints
Website Navigation Challenges
Marketing Communication Effectiveness
Competitive Pricing Concerns
Product Quality or Sizing Complaints
Returns and Refund Processes
Limited Payment Options
Mobile App Functionality Concerns
 SOLUTION
18
Enhance Customer Service Training and Resources
Optimize Website for Improved Navigation
Refine Marketing Strategies for Better Engagement
Evaluate and Adjust Pricing Strategies
Address Product Quality and Sizing Issues
Streamline Returns and Refund Processes
Expand Payment Options for Customer Convenience
Improve Mobile App Functionality and User Experience
 Consumer behaviour

THANK YOU
THANK YOU

Presentation by Apoorva and Asmi