PRESENTATION ON By

Sudarshan Ibrahim Sharif Sheffali Pawan Nirmal Murugesh

INTRODUCTION
India's

largest private retail outlet for products that are made from traditional techniques, skills and hand-based processes Initially commenced as a village based industry in 1960 by John Bissell Links over 40,000 craft based rural producers to modern urban markets

STRENGTHS

Exclusive Indianness in fabric for many years. Strong supplier relationship . Employees are given autonomy and hence inducing more productivity. Focus on customer retention instead of generation. Word-of-mouth strong enough not to require any advertising.

WEAKNESS

Delays in delivery from artisans Opportunity losses due to irregularity Losing out on attracting new customers instead of depending only on repeat purchase Untimely delivery of products Transport, storage and shelf-life issues of organic foods. Vendors are spread all over India

OPPORTUNITIES

Potential of organic foods market. Changing consumer tastes & perceptions. Utilize multi-brand retail outlets and construction groups. Use of Fabindia home furnishings in modular flats of buildings. Tying up with matrimonial sites for designer fancy wedding wear.

THREATHS
Unorganized local

operators providing indigenous products at lower prices.

Entry of High

organized brands and companies into retail.

expected growth & entry of business houses in large ways.

Foreign

brands alter lifestyle choices of the target government co-operatives.

market.
Development of

PRODUCT
Exclusive Products made from traditional techniques, skills and hand-based processes. The three category of products are; TEXTILE BASED Ready-to-wear Garments Accessories For Men, Women, Teenagers And Children; Bed, Bath, Table And Kitchen Linen; Floor Coverings, Upholstery Fabric And Curtains. Cotton, Silk, Wool, Grass, Linen And Jute Are The Basic Fibres Used

NON- TEXTILE BASED

Authentic Personal care products Soaps, Shampoos, Hair oils, Pure oils, Moisturizers, Body scrubs, Face packs, Hair conditioners, Special skin care products Organic food products Cereals, Grains, Pulses, Spices, Sugar, Tea, Coffee, Honey ,Fruit Preserves, Herbs

PRICING

Though retail industry works at low margins, Fabindias margins are quite high as it concentrates on the elite consumer group. Hence, raising funds through debt is not a big challenge. It now enjoys the advantage for charging premium.

PLACE
108

stores in 40 major cities of India. 6 stores in international places including UAE, Dubai, Bahrain, Italy and Rome. Online Shopping & Exports to 34 countries. Has a very good delivery system and enables the customer to get the product in right time.

PROMOTION
Fabindia do

not follow any great promotional technique as it often quotes A delighted Customer is our Best Brand Ambassador. Does not follow any customer acquisition strategy: focuses on customer retention. Key element of promotion is word of mouth publicity Advertising only through print ads, advertorials, mobile marketing, in-store posters etc.

SEGMENTATION

Fabindia has segmented the consumers who have a desire to buy the handloom products, home furniture, textile and organic products which is purely ethical or traditional and not cost conscious. It meets both homogeneous as well as heterogeneous needs of the elite customers. It has segmented it market based on demographical factors such as age, gender,etc. Geographical factors such as urban areas, high income people etc.

TARGETTING

Fabindia directly target on the elite consumer groups. It targets on the age group of 18-35 years. It also concentrates on the health conscious people who buys organic food products. It targets on the customers who re not price conscious and also have desire to buy traditional products.

POSITIONING

Fabindia has positioned itself as the pioneer in this segment. It has become a brand to which the customers are ready to pay a premium. A delighted Customer is our Best Brand Ambassador it has proved this statement by greatly positioning itself.