Fabindia.pptx

Brand study on fabindia brand

1. Fabindia fabindia ​ fabindia fabindia fabindia fabindia CELEBRATE INDIA​

2. agenda FAB INDIA BRAND INTRO HISTORY MERCHANDISE MIX PRODUCT ​ Fabindia is an Indian chain store retailing garments , home-decor, furnishings, fabrics and products handmade by craftspeople across rural India. John Bissel started Fabindia 59 years ago in 1960 Products ,Place ,Price Promotion, People ,Process, Physical evidence textiles, garments, stationery, furniture, home accessories, ceramics, organic foods, and bodycare products Presentation title 2

3. BRAND INTRODUCTION FABINDIA

4. Fabindia is an Indian chain store retailing garments, home-decor, furnishings, fabrics and products handmade by craftspeople across rural India Established in 1960 by John Bissell, an American working for the Ford Foundation, New Delhi, Fabindia started out exporting home furnishings, before stepping into domestic retail in 1976, when it opened its first retail store in Greater Kailash, New Delhi. The chairman of the company is John's son, William Nanda Bissell. As of July 2020, Fabindia operated 327 stores across India and 14 international stores. In 2008, Fabindia had a revenue of $65 million, a 30% increase from the previous year. Fabindia sources its product from across India through 17 community-owned companies; a certain percentage of the shares of which are held by artisans and craftspersons. The products of Fabindia are mainly sourced from villages helping to provide and sustain rural employment in India. They are currently produced by over 40,000 artisans and craftspeople across India. The hand-crafted products also encourage good craftsmanship. BRAND-FABINDIA Presentation title 4

5. Presentation title 5 THE VISION · At Fabindia we celebrate India, and endeavor to bring all that we love about India to customers around the world. THE MISSION · We will harness the transformative power of a well-run business committed to profitable growth in support of Fabindia’s Vision. · We will strengthen and support our community of customers, designers, artisans, farmers, makers and entrepreneurs inspired by India. · We will give our customers products that delight them by interpreting our rich heritage and traditional knowledge, while protecting the natural environment. Remaining true to the vision and mission few words by the founder: "In addition to making profits, our aims are constant development of new products, a fair, equitable and helpful relationship with our producers, and the maintenance of quality on which our reputation rests." – John Bissell FABINDIA

6. · Brand slogan - Celebrate India · Visuals in display - Young Indian Men and Women · Color and tonality - Colorful like India and its tonality contemporary and simplicity. · Purpose - to provide ethnic wear and lifestyle solutions to customer who love ethnic wear, Indian culture and traditions BRAND ELEMENTS AND TAGLINE FABINDIA

7. HISTORY OF FABINDIA HISTORY OF FABINDIA

8. HISTORY HISTORY OF FABINDIA: Fabindia became the cult lifestyle brand of India, because of its ability to change with time, with changing customer needs, with the intension to expand its horizons and still remaining in profits without losing its soul in this process. John Bissel started Fabindia 59 years ago in 1960 selling home furnishings, with its first store in GK, New Delhi in the year 1976. John Bissel was a visionary and worked on forming sustainable business relationships by creating livelihood for the rural population and in the process enhancing their growth. Fabindia was formed by John Bissel with a strong motive to market to the vast, diverse and dying craft traditions of India. John started Fabindia with the following Vision and Mission: Presentation title 8 FABINDIA

9. MERCHANDISE MERCHANDISE MERCHANDISE MERCHANDISE MERCHANDISE MERCHANDISE MERCHANDISE MERCHANDISE MIX

10. MERCHANDISE MIX Fabindia is a vogue Lifestyle brand that amalgamates traditional Indian handicraft designs with latest Global fad clothing style. Fabindia is known for its handmade clothing and ethnic wear made by nearly 55,000 rural Indian craftsmen. Fabindia has a diverse portfolio which includes authentic wide variety and designs of products exclusively made in India. It caters to diverse section of society and it includes women clothing and accessories, men clothing and accessories, kids clothing, home decor including furniture, personal care products and organic line of products. The differentiating factor in Fabindia's products is that they all are handmade and thus support artisans all across India. Fabindia focuses on quality and style of the product and has maintained the same over the years. merchandise

11. Marketing plan Price Product Place Promotion Presentation title 11 FABINDIA

12. MERCHANDISE MIX Presentation title 12 PLACE PEOPLE PRICE PROCESS PROMOTION PHYSICAL EVIDENCE FABINDIA

13. Place : With over 250 retail outlets across India and abroad it is trying to increase its coverage to make sure that the products are available to customer readily and easily or can be delivered to them from any place. It has a continuous supply chain from rural villages, helping to provide and sustained Rural Employment in India. Fabindia also makes sale through its online web portal and company's product are also available through other e-retail platforms such as: Amazon and Flipkart. Price : Fab India uses product line pricing for its product wherein a base price is set and these products are marketed to the high price elastic consumers and higher quality products are marketed to less price elastic consumer segment at a premium price charged over the base price. This process used by Fabindia of separating goods into cost categories, is in order to create various quality levels in the minds of consumers. This strategy has helped the company to expand its reach in middle-class segment as well as in attracting upper class segment. Presentation title 13 FABINDIA

14. PROMOTION: Initially Fabindia relied on word-of-mouth as a method of promotion and relied heavily on its loyal customers to spread the word. As the company did not offer any discount or any bargain price and had fixed price for its products, it had to change its marketing strategy. With change in time, to make customers aware of its authenticity and genuineness it took to print media to advertise its products through in-store posters, mobile marketing and advertising. Fabindia also recognized the benefits of social media platforms and adopted an online marketing strategy to create awareness about the brand. Fabindia has put forth the community in all its marketing campaigns to generate an emotional connect with the people of India. These campaigns also revolve around assuring high quality products which are handmade and organic. PEOPLE: Fabindia not only focus on creating profitability through retail platform for its products but to create sustainable jobs opportunities for the rural sector. It follows a community ownership model, where the people are made shareholders of their local production unit which in turn sell its products to Fabindia and in some cases to other outlets as well. Employees in the direct payroll of the company are highly experienced and trained, also the staff at the stores are very approachable, graceful and talented young people who keep customer as their first priority. Fabindia also focuses on women development and majority of the employees in its management are women. Moreover, Fabindia only hire those people who are in align with company values. They also give attention to the skill development of the employees through regular training. Presentation title 14 FABINDIA

15. PROCESS: Fabindia merged the suppliers called community owned companies with Fabindia and thus making each COC shareholder owners of Fab India. These COCs are managed by artisans and craftspeople and they are responsible for producing products which are then sold at retail outlets of Fabindia. Turning artisans into company owners, Fabindia linked over 55,000 craft based Rural producers to national and international markets, in the meanwhile preserving India's traditional handicraft. Fabindia has also invested in sophisticated IT infrastructure to boost its online retail market. PHYSICAL EVDIENCE: All Fabindia retail stores designed in such a way that they resonate the brand's deep connection with Indian heritage. Cheerful, spacious, luxurious and elegant looking outlets with variety of merchandise gives the customer a premium feel even before buying. The company has won numerous awards towards creating sustainable development and creating job opportunities for rural Indian artisans and craftsmen. Fabindia was rated one of the best Indian companies to work for in 2012 by Economic Times. Presentation title 15 FABINDIA

16. PRODUCT & target Our product Target Fabindia sells a variety of products ranging from textiles, garments, stationery, furniture, home accessories, ceramics, organic foods, and bodycare products, besides exporting home furnishings. Target Market consists of a set of buyers who share the common characteristics. Presentation title 16 FABINDIA

17. Presentation title 17 P R O D U C T FABINDIA

18. Go to go to target target target target Fabindia targets the customer of age group of 18 to 14, who are young professionals, college going students, just married couples have love for Indian culture, traditions and ethnic wear. These customers may be regular or occasional buyers earning somewhere around 35k to 1 lakh.

19. -KOMAL KAILAS BANKAR Thank YOU Thank you