FabIndia is an Indian retailer known for ethnic Indian clothing and lifestyle products. They are revamping their online marketing plan to better target customers aged 18-35 in metro and tier 2/3 cities. The summary proposes enhancing their website with customization tools, increasing social media presence, and hosting cultural events to educate customers and strengthen the brand.

2. RuhiJhunjhunwala (197)

3. Robin Raju (064)

5. Creating and maintaining effective and scalable supply chain

6. Increasing average basket size of customers by shaping and influencing the consumption pattern

7. 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 :

8. Retail Sector: India Consultants recommendation for a profitable retail operating model for the new market : Revamp based on points 4 and 5

9. Fab India: timeline Early 80’s 1990’s 1999 2001 2004 2006 2009 1960

11. Does not follow any customer acquisition strategy: focuses on customer retention

13. Over 83% of Fabindia’ s customers go back satisfied, with 58% being highly satisfied with the brand and its offerings

14. Metros

15. Posh locality

16. All product lines

17. Tier II cities

19. Government Handloom Initiatives (KhadiGramodyog, Cottage Industries Emporium, State Government departments)

22. Women :- 15Click here for Survey questionnaire

24. Women :- 15Click here for Survey questionnaire

26. Age: 18-35 (predominantly women)

27. 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.

28. 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.

29. Objective Help FabIndia in retaining customers by building lasting relationships and improving loyalty, and acquiring new customers

30. Big Idea

31. Fab India: 2010 Early 80’s

32. Revamp Website

33. Summer Collection

34. 3D Trail Room: Fabulous Fit

35. 3D Trail Room: Fabulous Fit

37. 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.

38. Website will serve as the landing page for all online marketing initiatives.

41. Inform the users about the Culture & Crafts’ Fest

42. Inform and educate the consumers about the 50th Year CSR initiative of FabIndia and engage them to be contribute towards the cause

45. Regular tweets about the new biometrics application

46. Engage into conversations with consumers (provide solutions to issues they face etc.)

47. Tweets about upcoming ground activities

50. We will bring this art on ground for them to experience it first hand and also learn it.

51. 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.

52. It will be called “Know what you wear”

53. This makes the customers more aware of the work put in for their fabric and helps them with their association with brand FabIndia.

55. 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”

56. FabIndia will tie up with various NGOs like Breakthrough, Jagori etc. for their cause of empowering women.

57. 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

58. CURRENT COLOURS Which are most popular

60. Given here are the various shades that FabIndia merchandise is available in.

61. But we noticed that there are some colours that the brand is biased towards (reds, blues and eartherncolours).