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FabIndia FabIndia Presentation Transcript

  • FABRIC OF INDIA
    “ A delighted Customer is our Best Brand ”
    • Revamping Online Marketing Plan-
    • RuhiJhunjhunwala (197)
    • Robin Raju (064)
    • Parvathi Om (025)
  • Retail Sector: India
    • Integration of real estate in the business model
    • Creating and maintaining effective and scalable supply chain
    • Increasing average basket size of customers by shaping and influencing the consumption pattern
    • Talent retention and De-risk margins
    Market potential for Indian ethnic wear of the retail market is estimated to be around Rs. 9,000 Crores
    Consultants tips for a profitable retail operating model for the new market :
  • Retail Sector: India
    Consultants recommendation for a profitable retail operating model for the new market :
    Revamp based on points 4 and 5
  • Fab India: timeline
    Early 80’s
    1990’s
    1999
    2001
    2004
    2006
    2009
    1960
  • The FabIndia marketing outlook
    • USP : quality of the fabric and the cultivated image of ‘Indianness’
    • Does not follow any customer acquisition strategy: focuses on customer retention
    • Key element: word of mouth publicity ( Zero advertising except print ads during promotions )
    85%
    FabIndia Store Format
    • Motivating factor for the customer: quality and consistency of product and the service
    • Over 83% of Fabindia’ s customers go back satisfied, with 58% being highly satisfied with the brand and its offerings
    • Metros
    • Posh locality
    • All product lines
    • Tier II cities
    • Specific products retailing
  • Competition
    • Garments Based (Shoppers Stop, Westside, Reliance Trends, Globus)
    • Government Handloom Initiatives (KhadiGramodyog, Cottage Industries Emporium, State Government departments)
    • Designer Boutiques
    Ethnic wear retailers like Khadder, W and Good Things, and Stand alone stores like Shristi, Biba, Prapti, Sadka, and Shoma
    • Local tailors who provide customised garments to the customers at reasonable prices
    • Local NGOs selling wares, like dillihaat, etc
  • Survey Results
    Survey of 23 urban Indian in the 18 – 35 age group
    • Men:- 8
    • Women :- 15
    Click here for Survey questionnaire
  • Survey Results
    Survey of 23 urban Indian in the 18 – 35 age group
    • Men:- 8
    • Women :- 15
    Click here for Survey questionnaire
  • Target Passion Group Profiles
    Demographic
    • SEC – A&B
    • Age: 18-35 (predominantly women)
    • Geographic Location: Metros, Tier II & III cities (Online campaign to target consumers in metros, tier II & III cities and on – ground activation for Metros)
    Psychographic
    Medhavi is a 25 year old entrepreneur and is individualistic and opinionated. She is a graduate from the city’s premiere college and is a art enthusiast. She is a modern Indian woman who is ambitious and has accepted Indian cultures and traditions on her own terms. She makes her own style statement with her wardrobe. She is a social media user who spends 3-4 hours a day on networking sites. She is active on Facebook (300+ friends), Twitter (250+ followers), watches vidoes on youtube , reads and writes blogs etc., and is not averse to trying or experimenting new technologies/applications.
  • Target Passion Group Profiles
    Psychographic
    Varun is a 30 year old media professional who is ambitious and modern but strongly relates to Indian traditions. He has a keen interest in art and culture and loves to be in the company of similar individuals. He prefers wearing Indian ethnic wear on special occasions like weddings, festivals etc. He is a social media user who spends 3-4 hours a day on networking sites. He is active on Facebook (300+ friends), Twitter (250+ followers), watches vidoes on youtube , watches cricket matches through live streaming on internet, reads and writes blogs etc., and is not averse to trying or experimenting new technologies/applications.
    Jasmin is a 18 year old female who studies in a premiere college in the city. She is a strong individual who is not afraid to speak her mind. She actively participates in college cultural activities, is a lover of festive times and loves shopping for Indian wear for normal college going days as well as special occasions. A social media enthusiast, she spends around 4-5 hours on networking sites everyday. She is active on Facebook (300+ friends), Twitter (250+ followers), watches vidoes on youtube , reads and writes blogs etc., and readily tries or experiments with new technologies/applications.
  • Objective
    Help FabIndia in retaining customers by building lasting relationships and improving loyalty, and acquiring new customers
  • Big Idea
  • Fab India: 2010
    Early 80’s
  • Revamp Website
  • Summer Collection
  • 3D Trail Room: Fabulous Fit
  • 3D Trail Room: Fabulous Fit
  • ONLINE CAMPAIGN
    Revamping the Website :
    • A micro site with the new biometrics application will be added to the website. The micro site will have the biometrics feature which allows users to customize their own designs as well as selecting fabric and colours. It would also allow the user to have customizing fits. Users can then do an online payment and their apparel would be shipped to their mailing address.
    • The micro site would be linked to the national supply chain data and regularly updated. This will make the online process centralized and will enable FabIndia meet the demands of the consumer irrespective of the location.
    • Website will serve as the landing page for all online marketing initiatives.
    • Website would also carry links to pages on various social networking sites.
    Social Media Initiatives:
    The main aim of the social media initiatives would be:
    • Increase traffic to the revamped website of FabIndia
    • Informing and familiarizing the users with the biometrics application feature on the
    microsite of FabIndia
    • Network with users to reach out to more and more consumers
    • Inform the users about the Culture & Crafts’ Fest
    • Inform and educate the consumers about the 50th Year CSR initiative of FabIndia and
    engage them to be contribute towards the cause
  • ONLINE CAMPAIGN CONT…
    Facebook:
    • Start a fan page and provide regular updates on changes happening in FabIndia
    • Develop a gaming application similar to the biometrics application on FabIndia website
    and share it with fans. This would generate a word of mouth publicity for the application
    as well as familiarize the users with the application.
    • Upload photos of new stores, new fabrics, new designs etc. and events organized by
    FabIndia
    • Upload videos of cultural events etc.
    Twitter:
    • Microblog about new changes in the brand FabIndia and its online initiatives
    • Regular tweets about the new biometrics application
    • Engage into conversations with consumers (provide solutions to issues they face etc.)
    • Tweets about upcoming ground activities
    • Tweets about the 50th year CSR initiative
    Youtube:
    • Upload viral video for the CSR initiative to involve more and more users to support the
    cause
    Online Events websites (Buzz in town etc.)
    • The onground activities in the metros would be mentioned on online events sites etc.
  • ONLINE CAMPAIGN CONT…
    3) E-mailer:
    • An e-mailer would be designed to be sent out to the database of customers about
    the new online biometrics application which they can use for online purchase
    • The e-mailer will also be used for informing customers about upcoming summer
    collection, events etc.
    • Customers will also be encouraged to support FabIndia’s 50th Year CSR initiative
    Adwords:
    • The focus will be on SEO to increase search engine rankings for the FabIndia
    website
    • Purchase keywords: ethnic indian wear, retail, cultural, indian wear, kurtas,
    customized design etc.
  • Cultural Event(on ground activation)
    • The FabIndia Website gives information about the various fabric crafts like Chikankari, Kalamkari, Batik etc. for the customers.
    • We will bring this art on ground for them to experience it first hand and also learn it.
    • Every metro will have a 2 day workshop cum exhibition where these artists will put up stalls about these crafts and exhibit the work along with “Live Craft Workshop”,workshops (for more knowledge and interest) for keen audience.
    • It will be called “Know what you wear”
    • This makes the customers more aware of the work put in for their fabric and helps them with their association with brand FabIndia.
    • It will also have a regional food festival at the same time to make it an overall fun and enriching experience.
  • “Women of Today”.
    • As an extended activity, on weekends FabIndia will have “weekend promotions” with special focus on “Women of Today”.
    • Men can be encouraged to increasingly visit the stores with the women in their lives with offers like “ bring your mom/sis/wife/ girlfriend to shop, and get x% off”
    • FabIndia will tie up with various NGOs like Breakthrough, Jagori etc. for their cause of empowering women.
    • Viral video to be launched in association with Breakthrough ( along the lines of Mann keManjeere)
    Objective-
    The passion group identifies with the theme ““Women of Today” and results in new customer acquisition
  • CURRENT COLOURS
    Which are most popular
  • COLOUR PALETTE
    Brand connect of “pastel” colours.
    • Large spectrum of colors all available in sober shades which makes the brand what it is.
    • Given here are the various shades that FabIndia merchandise is available in.
    • But we noticed that there are some colours that the brand is biased towards (reds, blues and eartherncolours).
    • For this reason, for the summers, we want to expand their palette and introduce some new hues !
  • Our recommended additions for the summer collection, based on the survey results of the colors the TG liked to wear