Wildcraft marketing

4 P's Of marketing explained

1. Wildcraft marketing

2. About Wildcraft is an Indian outdoor gears retail company headquartered at Bengaluru. founded in 1998 by Dinesh Kaigonahalli , Siddharth Sood and Gaurav Dublish . The company has its roots in the early business of outdoor adventure kits shop started by Dinesh in 1993.  The concept was to make gears which will withstand the tough terrains. 

3. Product one of the leading outdoor gear and accessories brand based out of the India. started as a predominantly a service company which organised river rafting expedition, and conducted outdoor learning programs for corporates and children . Wildcraft’s product portfolio in its marketing mix includes packs and gears which consists of rucksacks, backpacks, hiking packs, duffle bags, campus gear and accessory, travel and outdoor accessories and outdoor equipment . Company also manufactures men and women clothing, footwear, and rainwear. 

4. As per company’s own assessment the company’s bestselling product bag packs are mostly used for daily commute 20% of the times they are used for outdoor adventures . Wildcraft follows the strategy of local product adaptation, when it expands to market outside India with same positioning but customised product for local market.

5. Price Wildcraft’s product are priced competitively in the face of increasing competition from Chinese private labels and presence of international brands like Decathlon . However, its operational economies of scale and learning curve has helped it achieved operational efficiency such that it remains profitable even if price it charges is on the lower side.  Its Rucksacks in India is available in the range of Rs . 1000 to Rs . 2000 as well as in the range of Rs . 9000 and above.

6. Place products are available in UAE, Saudi Arabia, Oman, Qatar, Singapore, Malaysia, Indonesia, and Taiwan.   products are available through Multi-brand channel, Institutional channel, and exclusive stores.   Most of the Wildcraft’s products is sold through multi-brand channel . Company has presence in over 55 cities in India through its retail distribution channels . Company is also present on e-commerce channel, it has its own e-commerce operations in India and UAE.  available on multi-brand e-commerce websites such as amazon in countries where it has its distribution

7. Promotion Wildcraft adopt 360-degree marketing strategy for promoting its product . uses paid media such as TV commercials and print ads. Company launched “Come Alive” outdoor campaign in Mumbai, Delhi NCR, Bangalore, Ahmedabad, Pune, and Hyderabad in 2015 . Billboards, mall facades, bus shelters metro and cab branding were done by displaying Company’s gears against beautiful landscape. Wildcraft has exploited digital media through YouTube and other channels. Company is keen on utilizing acquired media platforms which help in spreading word of mouth like social media platforms such as Facebook, Twitter, Instagram, and LinkedIn.

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