Case Study on Fab India- A part of our Marketing Management Assignment

A ppt on the case study of Fab India

1. MARKETING PROJECT ON Presented by: Arun Jos Deepika Bhatt Devyani Saxena Dinesh Sairam Ekankita Agrawalla Elina Mathew

2. Evolution

3. Segmentation , Targeting & Positioning FabIndia’s primary motto is to treat their customers as God Three Segments: Geographic Psychographic Behavioural Full market coverage superior image Modern Trends Retail Wholesale exports Institutional Sales Originality high quality products Originality as luxury

4. Competitive Dynamics Demand Forecasting

5. PRODUCTS

6. Supply Chain Management

7. Place/location strategy Art of India Catering to all the needs of women Attracting Foreign customers 240 retail stores all over India 5 kilometre radius

8. PRICING Fab India follows dual pricing strategy: Mark Up Pricing Psychological Pricing

9. Costumer-Relationship Management No loyalty programs Gift vouchers for loyal and regular costumers S pecial discounts and attractive offers (85% repeat customers) No costumer acquisition strategy C ustomer retention (Constantly try to improve upon the quality of the products). C ostumer’s feedback views I mplementation of Costumer-relationship software’s Mystery shopper program.

10. Store Atmosphere Aesthetics connection with all the products Use of “colour blocking ” method Every product has got human touch in it Usage if the same aroma at all stores Similar soothing tunes played at every store PROMOTION Internal Branding Special training to their new employees. The programs includes: History and motto of Fab India Culture Other store visits per training League of traditional wear (ethnic dress code)

11. Communication Objective : To expand the target group Depend on word of mouth Creating a full-fledged retail market online Customization Ethos of the 3D online trial room Strategy: Optimize promotion Convenient region Online space for more visibility Long term membership Brand recall in foreign countries and NRI’s Lock in percentage of wallet as Indian's increase in online shopping Tactics: Launch online activities Online Trial Room Social sites promoting the purity and quality of the fabric used High search ranking with the help of Google AdWords Organizing Exhibition and workshops During festivals customizing gift bag. Corporate Social Responsibility weekend promotion

12. Online Campaign Revamping the Website Social Media Initiatives E-mailer AdWords Cultural Events Women Of today

13. Personal Communication in FabIndia Catalog Marketing Physical Catalog in stores E-Catalogs in Websites Interactive Marketing Website www.fabindia.com Good Context, Content, Customization, Commerce Improvement required in Community, Communication and Connection

14. Personal Communication in FabIndia Search Ads “Authentic Indian Clothes” “Indian Clothes” Display Ads Banner Ads in city centers, near fly-overs and near FabIndia showrooms Word of Mouth Facebook.com/ fabindia New product ads, new showroom openings Twitter.com/ fabindianews # fabindia Sales Persons Prospect and Qualifying Pre-approach Overcoming Objections Follow-up and Maintenance

15. Customer Research Analysis How frequently do you shop for apparels? 2) What type of clothes do you usually prefer to wear? On what occasion do you buy apparels / clothes ?

16. 4) Preferred brand/store. 5 ) Have you been to Fabindia? BRAND STORE Park Avenue Reliance Trends Peter England Lifestyle U.S. Polo Bewakoof Tommy Hilfiger Flipkart 6) How did you get to know about Fabindia? 7) How often do you visit Fabindia?

17. 8) How 
 much 
 do 
 you 
 generally spend on 
 clothes 
 in FabIndia? 9) Your opinion about the prices here 10) What product category do you prefer in Fabindia? 11) How are the clothing items priced in Fabindia?

18. OBSERVATIONS Visual merchandising and promotional activities of the stores need to be improved Consumer preferences changing from traditional and formal wear to more of casual wear Fabindia should focus on content marketing and make customers loyal to them Target premium segments to boost their sales Fabindia needs to focus on marketing product lines other than apparels which is their major contributor Try connecting emotionally to the consumers through their traditional homemade products 12) When asked to rate the experience in terms of satisfaction level for different factors [5- Highly satisfactory 4- Satisfactory 3- Average 2- Unsatisfactory 1- Highly unsatisfactory]

19. Conclusion The image FabIndia wants to portray and what the customers perceive has seen a gap through our analysis of the project We have seen that FabIndia has a week promotional strategy and we believe that through the right internet medium and mass communication they will be able to create a better awareness about their stores to more people Even though they believe the pricing is appropriate , the customers do believe that the cost of the products are on the higher level We can see that customers have a high loyalty towards FabIndia and believe their products are of high quality FabIndia does create a first-class atmosphere for its customers which they have successfully maintained at all stores around India Thank You!