The document lists eight group members working on a project for Fabindia, an Indian retailer founded in 1960 to market traditional arts and crafts. It then discusses Fabindia's product portfolio including garments, home furnishings, and accessories. The document performs a SWOT analysis of Fabindia and its primary competitors like department stores. It outlines Fabindia's current marketing strategy from the artisans to warehouses. Some shortcomings are noted and an alternative proposed strategy is presented focusing more on consumer surveys and trends. Various growth strategies like market penetration, product development, and diversification are discussed.

2. Group Members
 Nitish Vishvakarma(12/PGDM/046)
 Piyush Dubey(12/PGDM/ 047)
Pragati Maity (12/PGDM/048)
Praveen Kr.Rawat (12/PGDM/049)
Priyanka Rai (12/PGDM/051)
Rachit Johri (12/PGDM/052)
Ashutosh Srivastava (12/PGDM/112)
Tripti Rai (12/PGDM/115)

3. INTRODUCTION
•FABINDIA was founded by John Bissell as a home furnishing
exporter in 1960 to market the traditional arts and crafts of India.
•1974 saw FABINDIA’S first retail store in Greater Kailash .
•Now it has over 170 stores across India and abroad and is managed
by his son, William Bissell.
•FABINDIA links over 80,000 craft based rural producers to modern
urban markets.

4. FABINDIA PRODUCTS
Garments Home furnishingsHome linenAccessories
Home products Floor coverings Personal products Organics

5. COMPETITION
PRIMARY
COMPETITORS
STRENGTH WEAKNESS
Retailing houses
(Shoppers Stop,
Westside, Globus)
1.National presence
of outlets.
2.Retailing expertise
and competitive
pricing.
Diversity of product
is very less.
Designer Boutiques 1.Scope of product
customization.
2.High level
of customer intimacy
No uniformity
in price across
products.

6. Secondary
competitor
STRENGTH WEAKNESS
Tailoring outlets 1. Reaching out to
customers with large
dispersion.
2. Ensures convenience
of demanding service
1. Very
fragmented busi
ness approach
NGO(Promoting
Handicrafts)
1. Strong community
based operation.
1. Lack of
retailing
experience and
inability to
minimize cost.

7. STREGNTH
•Customer loyalty.
•Differentiable products.
THREATS
•Substitute producing
competitor.
•Not in touch with fashion
trends.
OPPORTUNITY
•Organic food products.
•Customer acquisition
strategies.
•Utilize multi brand retail
outlet
WEAKNESS
•No promotion strategy.
•Low awareness.
•Product quality
SWOT

8. CURRENT
MARKETING STRATEGY

9. The weaver weaves some
yardage and show it to
the regional SRC.
The SRC calls the designers
,They approve the fabric, work
with the weavers to develop
the same samples.
Designer shows samples to
FABINDIA’S product selection
committee.
The price is then finalized and an
order is placed with the weaver.
The weaver brings
complete order to the
SRC warehouse.
Though an online order booking system, the
store manager books the quantity needed,
from the SRC warehouse the stock moves to
FABINDIA’s regional warehouse.
The SRC replenishes the stock by
getting more of fabrics from the
weavers .

10. SHORT COMMINGS OF THE CURRENT
MARKETING STRATEGY
• It is not consumer driven.
• More emphasis on production concept.
• Delays in delivery from artisans.
• Caters small segment of the society.

11. PROPOSED STRATEGY
CONSUMER
SURVEY
SRC
WEAVER
Information gained is
then absorbed by
FABINDIA Store.
FABINDIA
STORE
FABINDIA’S
DESIGNERS
Information is then
analyzed by designers
and trendy patterns
are created.
Proposed design is
then passed on to SRC.
The weaver then
produces only
proposed designs
The information is
collected from the
customers through
customer survey. About
the new trends /designs.

12. • Strategy aimed at winning larger market share, even at
the expense of short-term earnings. Four
broad growth strategies are diversification, product
development, market penetration, and market
development.

13. Existing Product New ProductExistingMarketNewMarket
Market Penetration
Diversification
Market
Development
Product
Development
Ansoff Matrix

14. Bringing Efficiency from Procurement
Quality
Control
(SRC)
Fab
India
Initial Raw
Material
From
Weaver/Fa
rmer
Accepted
Quality
Quality not
up to mark
Stored And
Manufactured
for
Reinvestment
Intended
for
Designing
Accessories
Secondary
Market,
Dumped
Market
Penetration
Product
Development
Market
Development
Diversification

15. Chasing for Market Share
By Diversifying Product line(Apparels)
Meena Bazaar Fab India
Item Included: 1 kurti Items Included:
1 kurti
1 Lower
1 Dupatta
Market
Penetration
Product
Development
Market
Development
Diversification
Price : RS. 1550
Price : RS. 1200
Market
Penetration
Product
Development
Market
Development
Diversification
Coupling
Accessories
With
Complementary
Product
Approach

16. Traditional Approach
Decision Stage
Fashion Trends and
Designs Delivered
To Every Store
Some of the stores
may face fatal results

17. Sense and Respond
Sensitive Touch Points
(STP ‘s)
Decision Stage
Trend distribution
By STP’s Response.
Fashion Trends and
Designs Delivered
To STP’s Initially
Market
Penetration
Product
Development
Market
Development
Diversification

18. THANK
YOU