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By:
Achyut Razdan
Gaurav Sharma
Milind Singh
Pranav Kakkar
Samjukta Paul
Sonia Kerkar
GROUP 5
Introduction
• Fabindia, name signifies “the Fabric of India” and its quality
handloom fabric
• Founded by John Bissell in...
Problems
• High competition
 E-retailers
Domestic / Private brands
International brands
• Low brand awareness
• Reduced...
Solutions
• Know what customer really wants
• Convenient locations
• Skilled staff for each segment of customer
• Advertis...
Best Practices
• Personalised relationships with suppliers
• Established AIACA  improving craft market and living conditi...
THANK YOU
Fab india Case study - Positioning
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Fab india Case study - Positioning

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How can Fab India Re position its brand

Published in: Marketing
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Fab india Case study - Positioning

  1. 1. By: Achyut Razdan Gaurav Sharma Milind Singh Pranav Kakkar Samjukta Paul Sonia Kerkar GROUP 5
  2. 2. Introduction • Fabindia, name signifies “the Fabric of India” and its quality handloom fabric • Founded by John Bissell in 1960 • Personalised relationships  suppliers • Exporter  incorporated Retail • Capitalised on “Fabindia look” • Social conscience • Achieved benchmarks in record time
  3. 3. Problems • High competition  E-retailers Domestic / Private brands International brands • Low brand awareness • Reduced brand loyalty • Changing clothing habits • Consumer perception • Consumer shopping experience
  4. 4. Solutions • Know what customer really wants • Convenient locations • Skilled staff for each segment of customer • Advertise in creative locations such as metros, buses, and popular Web sites • Loyalty benefits : Personalized card / vouchers rewarding points on transaction • Launch Youth centric label : Casual / Fusion wear • Youth icon as Brand ambassador • Keeping the store well lit and clear demarcation between sections • Updating the show window regularly to make sure customers know the new line of designs
  5. 5. Best Practices • Personalised relationships with suppliers • Established AIACA  improving craft market and living conditions of craftsmen • Customizing product as per the target audience • Fabindia philosophy : Not returning defective merchandise to suppliers • Alteration of compensation structure • Reconfiguring vertical integration : minimizing hierarchy, optimising cost and resource management • Diversification
  6. 6. THANK YOU

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