Contents

ABOUT THE COMPANY........................................................................................................................ 2

STP OF TITAN....................................................................................................................................... 5
MARKETING MIX OF TITAN ................................................................................................................. 6
BRAND IDENTITY PRISM -KAPFERERS MODEL .................................................................................... 9
BRAND IDENTITY PRISM: TITAN ........................................................................................................ 10
SWOT ANALYSIS OF TITAN ................................................................................................................ 11
SMARTNEST .......................................................................................................................................... 13
INTRODUCTION ................................................................................................................................. 13
MARKETING MIX OF SMARTNEST ..................................................................................................... 15
BRAND IDENTITY PRISM: SMARTNEST .............................................................................................. 16
SWOT ANALYSIS FOR SMARTNEST .................................................................................................... 17
COMPARISION OF TITAN AND SMARTNEST ON BASIS OF BRAND IDENTITY PRISM ........................ 19
FABINDIA ............................................................................................................................................... 21
INTRODUCTION ................................................................................................................................. 21
STP..................................................................................................................................................... 22
7P’S OF MARKETING ......................................................................................................................... 23
BRAND IDENTITY PRISM OF FABINDIA .............................................................................................. 25
SWOT ANALYSIS OF FABINDIA .......................................................................................................... 26
NAVYA ................................................................................................................................................... 29
INTRODUCTION ................................................................................................................................. 29
STP of ‘NAVYA’ .................................................................................................................................. 30
7 P’s of MARKETING: ......................................................................................................................... 30
BRAND IDENTITY PRISM OF THE HYPTHETICAL BRAND: NAVYA ...................................................... 34
SWOT ANALYSIS OF NAVYA .............................................................................................................. 35
COMPARISION CHART BETWEEN FABINDIA AND NAVYA ................................................................. 38
REFERENCES .......................................................................................................................................... 40

1
 TITAN

ABOUT THE COMPANY

Titan, a joint venture between Tamil Nadu Industrial Development Corporation
(TIDCO) and the renowned Indian business group Tatas, entered the watch market
in 1984. Titan changed the watch market in India completely by making quartz watch
the centerpiece of its strategy. Titan Company is the unquestioned leader in Indian
Watch Industry. Titan is one of the most powerful brands in the Indian market,
scoring very high on brand awareness, brand image and brand preference. Over the
twelve year period of its existence as a manufacturer, Titan has added considerably
both to capacity and to capability. It has a highly integrated plant, making virtually all
the parts that go into a watch. Titan is today the sixth-largest "manufacturer-brand" in
the world, after Casio, Citizen, Seiko, Swatch and Timex of America.
(Indianfoline, 2019)
Since its inception, Titan decided that it would be the shaper of the watch industry
and not an adapter. They created competitive advantage through differentiation.
They first concentrated on technological leadership.
The Tatas took two decisions they will manufacture only quartz (analog and digital)
and not mechanicals, and they would set up state-of-the-art plant to manufacture
watches in a wide variety of designs and prices. HMT and local players had always
looked at the functional utility of the watch. Titan was first in India to introduce the
style concept. They projected the watch as a fashion accessory.
They clearly identified that their main competitor was not HMT, but the gray market.
A firm differentiates itself from its competitors if it can be unique at something that is
valuable to the buyer beyond simply offering low price. Differentiation allows a firm to
command a premium price, to sell more of its products at the same price, or to gain
equivalent benefits such as greater buyer loyalty. Differentiation leads to a superior
performance if the price premium achieved exceeds any added costs of being
unique.
At Titan, the products were developed in such a way so as to enhance quality and
features to increase buyer value. This was the perfect example of differentiation
through technological leadership and product technological change. In the initial
years Titan chose to concentrate on the higher end of the market which was
responsive to the style element of the watch. Also this segment of the market was
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relatively price inelastic. This was done so as to build the brand image of Titan as
manufacturer of good quality stylish watches.
Over the years the Titan brand and its signature tune Mozzart’s Fifth Symphony has
become one of the most recognised in Indian consumer durable goods segment.
Company has shifted its growth strategy from adding to equipment and manpower to
one of obtaining increased production through innovative ideas and greater
operating efficiency by adopting global best practices.

Brands Under Titan

Sonata from Titan (Now sold under TATA) aims at the mass market and advertises
itself as "a Titan watch at low price". Sonata sold an estimated 0.8 million pieces
(1998-99) within four years of its launch. It is probably the largest selling sub brand
from Titan. Titan entered the watch market as a premium watch but competition from
the unorganized sector and low priced options from HMT forced Titan to introduce
Sonata. Sonata was so successful that it cannibalized the brand from the extension’s
low price connotation.
Titan's Exacta, a rugged steel watch starts at the low end of the price spectrum but
offers high price versions as well. It is reportedly selling 1.0 million pieces per year
because of the constant upgradation in its models.
It is difficult to categorize Titan's Royale, Regalia and Classique as premium or
popular. Though they have a premium image they are available at prices less than
Rs.1000. Regalia (estimated sales - 0.2 million units) is at the higher end with dress
watches for special occasions. The Royale range (estimated sales - 0.6 million
watches) caters to the gift segment. There is also Royale Crown in the upper end of
the Royale range. Classique is an office wears accessory that is gold-plated and
leather strapped (estimated sales - 1 million units). Classique watches are targeted
at the older, male segment of the market, and profess timeless elegance through a
combination of fine leather straps, clean classic dials and sleek cases, thus making
it, " A perfect fit for formal wear." Classique is the embodiment of everything that is
everlasting yet contemporary. These watches tend to be generic in their simplicity,
and find no real competitors, except HMT. These watches are priced between Rs
550 to Rs 3000. Though there are very high priced watches in the above three
ranges it is the relatively low-priced ones that sell. They all target the upper middle
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class men and women in their thirties. Royale, Classique and Regalia are the
watches that gave Titan the popularity and the prestige it enjoys.
The Spectra range in this price band is a well-designed bimetal watch ("stylishness
of gold and ruggedness of steel"). It sold just 70,000 units in 1997-98. Titan
Industries launched (September, 2001) its range of watches in steel, targeted at
urban men and women in the age group of 25-35 years. The Titan Steel collection
has a range of bracelet and leather strap watches for both men and women priced
between Rs 1,250 and Rs 6,000.
Titan's Raga is an interesting product concept that offered to give dials that match
with designs on saris. This promise was unrealistic and Raga flopped (estimated
sales - 20,000 units). Raga is now being launched in more mellow colors and its
positioning changed. Raga silver watch range also did not fare well because Indian
dials.
Titan Industries launched its Fastrack range of watches for women (For Men It is
already present). The ladies watches are available in different finishes frosted,
polished and satin and come in varied geometric shapes with trendy leather straps
and classy metal bracelets. The watches retail from Rs 995 to Rs 1,950 and are
attractively priced. The watches which have been designed at Titan's creative studio
is the outcome of research that has highlighted the need for a watch that is
fashionable, bold, unconventional and designed to accessories western wear. A
collection of watches with contemporary styles those are young and distinctive.
Designs that go from the relaxed and informal to the definitely sporty. The woman's
collection presents the all-new international 'Frosted' look, which is trendy and chic.
The Fastrack collection has elements like cool mesh straps and features that include
backlight and dual time. Also presenting a range of fashion digitals in contemporary
wrist hugging cases with oversized displays and features that include countdown
timers, chronographs, lap timers, hourly chime, alarm and Hi-light glow.

Dash is Titan’s reply to Gimmix and Zap. Dash is available in 3 new collections for
kids - Popeye, Digital and Lumibrite. Titan is the sole licensee of Popeye in India and
this range is priced between Rs 350 and Rs 395. Giving Popeye of the spinach-
eating fame the additional responsibility of keeping time, the Popeye brand of
watches come in 6 different designs. The Digital range in a collection of 10 digital
watches has features like El-light compass and Velcro straps for the sporty and is
4
priced between Rs 425 and Rs 495. And Lumibrite, is a glow watch that comes at Rs
325. The company has also brought out a collection of five watches for the girls,
priced at Rs 295.
(Annual report, 2018)

STP OF TITAN
Titan first launched its quartz range with heavy advertising. The first advertisement
described the titan quartz as the international watch that could be bought in Indian
rupees. Later campaigns also positioned the watch as a gift item, with
advertisements saying: The next time your husband wants to buy you a saree ask
him for a Titan watch. This campaign was an enormous success.

Music became an essential part of Titan’s advertisements. The advertisements

featured two or more people- parents, spouses, siblings coming for specific
occasions. In the early 2000s, Titan realized it would have to use other ways to
motivate people to buy their watches.

Segmentation became an important issue as their operations expanded. Titan

believed that different brands have to be created for the different segments. Titan
has segmented the watch market and identified clearly the needs of each group.
Titan has segmented the market on the basis of the following variables:
Demographic (age and social class), Psycho graphic (lifestyle and personality),
Behavioural (benefits and occasions, Geographical (region), Targeting segments
and User positioning. After carrying out an in depth market study, Titan identified
three different specific market segments for its watches. The segments were arrived
at using benefit and income level as the bases.

 The first consisted of the high income/ elite consumers who were
buying a watch as a fashion accessory. They were also willing to buy a
watch on impulse. The price tag did not matter to this segment. The
price range between Rs.20, 000 and Rs.1 lakh.
 The next segmented consisted of consumers who preferred some
fashion in their watches but to them price did matter. The price range
between Rs.500 and 700.

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  The third segment consisted of the lower income consumers who saw
a watch mainly as a time keeping device and bought mainly on the
basis of price. The price range between Rs.350 and 500.

FasTrack, Raga, Sonata, Xylys, Nebula and Flip are sub-brands within Titan that
are aimed at the youth, men, women and children Sonata is the value for money
watch brand from Titan industries. It is targeted at consumers seeking durability and
value with a clear positioning of “No compromise watch”.

FasTrack was positioned as a youth brand. The young Indian racing driver
NarainKarthikeyan was the brand ambassador. The company used focused
distribution supplementing its watch outlets with youth focused outlets like music
stores and internet café’s for FasTrack.

Titan targeted its Raga watches at women in the premium segment which gave them
the feeling of intimacy. The company realized that more women were wearing
watches for functions. It offered slimmed down and sleeker watches for women. The
Raga range remained for more special reasons, like marriages or parties.

Xylys comes from the House of Titan, is targeting a new generation of achievers
who are looking for symbols to reflect their lifestyle, attitude, moods and beliefs.

Nebula-precious jewellery watches from Titan. It is a collection of intricately carved

designs for women inspired by floral patterns and these watches are engraved with
beautiful patterns in gold and precious stones. This is for the premium segment.

Titan Edge and Titan Steel are the mainstream Titan products which enhance the
brands image of leadership, innovation and pride. Titan is considered to have one of
the successful segmentation and targeting. Titan adopted a strategy of focus. Titan
tries to achieve competitive advantage by optimizing its strategy in the different
market segments.

MARKETING MIX OF TITAN

Product-

Titan is a leading watch products maker from India. Titan’s offerings range from
watches to belts and wallets in its marketing mix product strategy. Within watches
6
there are sub brands like Titan Raga, Edge, HTSE, Octane. Titan has time to time
come up impressive collections of watches like the Raga Aurora, Titan Retro, Titan
workwear, Titan Edge etc. Titan Bandhan was a special collection of watches made
for couples as it came in a pair. Titan’s premium collection of 18k gold watches,
Nebula, reflects sophistication and class. Titan also offers lifetime warranty with
Nebula watches. The latest Titan Juxt is a collection of finely designed collection of
smart watches ushering a new era of technology and connectivity. Titan also present
its offerings in terms of the different functions it performs as such Analog watches,
Automatic watches, Multifunction watches and smart watches. Titan also provides a
wide variety in terms of the Strap material used in the watches. It has leather, brass,
stainless steel, Bi metal, Polyurethane, Silicon, Rubber, strap, mesh and bangle
straps.

Price-

Titan watches have diverse price range. Titan doesn’t follow just one pricing strategy
in its marketing mix. It has prices for masses which start from Rs. 350 to Rs.600.
One ones which are very popular lie in the range of Rs. 600 to Rs. 900. Titan has a
premium, super premium and an exclusive Connoisseur price segment. Each of their
collection is differently designed and priced. Titan Sonata is one of the highest
selling watches in India, despite its stylish looks and amazing features it is affordable
and offers long lasting value to the consumers. The range offers affordable prices
from Rs.400 to Rs.3600. Even within the collection titan has different price segment.
Titan Raga has watches starting from Rs.2000 to 18,000. The edge collection has a
little higher price range from Rs. 9,000 to 20,000. They also offer great and
reasonable prices in pair collection. Titan also provides gift cards in the
denominations off Rs. 500, 1000, 2000 and 5000.

Place-

Titan Company has manufacturing and assembly facilities in Tamil Nadu and
Uttaranchal. Titan delivers high quality and international standard products with the
help of latest Swiss and Japanese technologies. They have high end machinery
such as Rapid Proto Typing machine, precious stone sorting machine and color
matching machines. A dedicated technology cell is behind the masterpieces
produced by titan. Titan successfully uses SAP to increase its operational efficiency.

7
Titan has several authorized outlets. It also showcases its products through
showrooms are called “world of titan”. It boosts of 438 such showrooms across 120
cities. Not just that, Titan is backed by 740 after-sales-service centers. Titan watches
ae sold through marketing subsidiaries in London, Singapore and Dubai. Titan
believes in giving a world class experience to their customers with their wonderful
stores. They provide customized retail solutions for their customers. One can shop
through their online stores as well.

Promotion-

Titan has successfully used marketing communication to its advantage to reposition

them whenever it was needed. They have marketed themselves through Print,
television and digital media in their marketing mix promotion strategy. Titan has had
a lot of association with celebrities such as Aamir khan, Mahendra Singh Dhoni, Vir
Das and Katrina Kaif. Over the years’ Titan has come up with excellent campaigns
and advertisements. They have always kept the brand above the celebrities and
designed their advertisements around a story and crafted beautiful messages.

Titan Raga’s brand advertisements have always shown the image of the modern
progressive Indian woman and her views on workplace, motherhood, marriage etc.
The advertisements are created by Ogilvy & Mather creative agency and they have
been a huge hit. To launch Titan Juxt, Titan chose Vir das as their brand
ambassador to connect with the youth which were the primary target segment of the
smart watch. To increase its brand awareness and visibility Titan has time to time
sponsored events, tied up with FM radio to reiterate its message and sales
promotion.

(TITAN , 2019)

8
BRAND IDENTITY PRISM -KAPFERERS MODEL

The Brand Identity Prism is a concept coined by J. Kapferer in 1986. According to

him, any brand can be identified by its characteristics. The Brand Identity Prism is
represented by a hexagonal prism which defines 6 characters of a brand.

 Physical Facet: Salient physical qualities which are seen by the target
audience-like its color, shape, logo or anything that brings an image in the mind
of the consumer when thinking or talking about the brand.

 Brand Personality: This defines the brand's personality or character. Here the
brand is personified and its traits are perceived in the eyes of the consumer in a
particular way. It can be related to calling a person shy or stylish or
philanthropic.

 Brand Culture: This represents the values and principles a brand stand for. For
example, a brand that has a 'Go Green' motto will be eco friendly is all tis
aspects- from manufacturing to marketing.

 Brand Relationships: The relationship a brand has, with its customers, the way
each communication relates to its target audience or how brands influence and
provide a particular service to its customers.

9
  Customer Reflection: How a customer reflects with a particular brand. This is
different with how customers perceive the brand. This talks more about the
consumers who use the brand as opposed to the brand itself.

 Customer Self Image: This explains how a customer perceives himself by using
the brand. For example: how men and women differentiate certain brands as
being masculine or feminine.

BRAND IDENTITY PRISM: TITAN

Physique: Elegance, Watches for different occasion, Be more, Red and white

Personality: Sophisticated, Reliable, Complement to dress

Relationship: Luxury with a function, Trustworthy, Customer loyalty, Brand

Ambassador

Culture: Indian, Traditional, Premium quality, Simplicity

Reflection: Affordable, Long lasting, Classy

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Self-Image: People make the brand, Give experience with product

SWOT ANALYSIS OF TITAN

Strength
 High brand equity
 Large product line
 India's largest retail network with 223 Large Format Stores, 486 World of Titan
in 29 cities, 166 Fastrack in 83 cities and 2,264 touchpoints in 31 countries
 Largest network of exclusive service centres with 730 Watch care centres in
277
 Fifth largest integrated watch manufacturer in the world (5 Manufacturing and
assembly units)
 ROCE rose by 5%
 CSR activities (education, skill development &medicare)
Weakness
 Over dependency on Indian market
 Rural market is absent in its customer base
 Not focusing on the categories like favre-leuba and xylys
Opportunity
 Futuristic products is digital watches
 Top class retail experience will be the key initiatives to attract the new
customer
 Global expansion and tie-ups with global watch brands
 Rural market can be tapped
Threats
 Stiff competition faced by foreign brands Citizen, Casio Rolex, Omega, Rado,
Tissot, Tag Heur, etc
 The company’s business is affected by instability of Indian economy
 Mobile phones and wall clocks are a substitute to watches
 High labor cost
(Annual report, 2018)
IFE and EFE matrix
1. List key external factors as identified in the external-audit process. Include a
total of 15 to 20 factors, including both opportunities and threats, that affect the
firm and its industry. List the opportunities first and then the threats. Be as
specific as possible, using percentages, ratios, and comparative numbers
whenever possible. Recall that Edward Deming said, “In God we trust. Everyone
else bring data.”

11
2. Assign to each factor a weight that ranges from 0.0 (not important) to 1.0 (very
important). The weight indicates the relative importance of that factor to being
successful in the firm’s industry. Opportunities often receive higher weights than
threats, but threats can receive high weights if they are especially severe or
threatening. Appropriate weights can be determined by comparing successful
with unsuccessful competitors or by discussing the factor and reaching a group
consensus. The sum of all weights assigned to the factors must equal 1.0.
3. Assign a rating between 1 and 4 to each key external factor to indicate how
effectively the firm’s current strategies respond to the factor, where 4 = the
response is superior, 3 = the response is above average, 2 = the response is
average, and 1 = the response is poor. Ratings are based on effectiveness of the
firm’s strategies. Ratings are thus company-based, whereas the weights in Step
2 are industry-based. It is important to note that both threats and opportunities
can receive a 1, 2, 3, or 4.
4. Multiply each factor’s weight by its rating to determine a weighted score.
5. Sum the weighted scores for each variable to determine the total weighted
score for the organization.
IFE and EFE matrix for Titan

12
 SMARTNEST
INTRODUCTION
“This is Watch you Need”

Smartnest is the brand which focuses on providing better experience to the

customers with the help of technology in watches.

The brand is an umbrella store for all category of smart watches under one store.The
technology of watches are evolving and this technology can make life easier.

Smartnest not only focus on providing comfort but it also enhances the style of an
individual by complementing their personality.

The brand is highly dedicated in providing quality of merchandise by giving value for
money.

As the name itself suggests Smartnest, A hub for all the tech savy people in the
world who wants to shift their personality from geeky and nerdy to smart and
appealing.
13
The brand only deals in smart watches with different set of product segment with the
flexible pricing. The product segment generally lies into medical sector, sports, safety
and travel & adventure. There is a category for all the segments in the society.

Vision and Mission Statement

Vision-

“To be the preferred partner in the evolving world of Technology.”

Mission-

“To introduce Broad range of Smart Watches to satisfy all the segments of Society.”

Name of the Brand-

“Smartnest”

In the existing market of watch industry, there was a need for such brand which
focuses on each & every category of smart watches and provide all of these at one
place.

The idea was generated behind this need and the name of the brand beautifully
describes it. Smartnest consist of two words, one is smart which came up from
technology and other is nest which is referred as hub. The store in short is a hub for
technology.

Logo-

Logo Analysis-

Color and Font Specifications-

Blue- The blue color in the logo put emphasis on the technology that has been using
in each and every product of Smartnest.
14
Grey-The color grey is giving a soothing effect along with this it showcases the
sophistication and timeless personality.

Font- The font which has been used in the logo is not a regular font but it is giving
the technical glimpse of the brand.

MARKETING MIX OF SMARTNEST

Product-

The product category of the brand tries to incorporate all the features which can
enhance the experience of customers. The category has been further divided into 4
segments and these are:

 Medical Sector
 Sports and Athleisure
 Women Safety
 Travel & Adventure

Price-

Smartnest follow the premium pricing strategy for all the categories of smart
watches. The watches are enabled with a lot of features due to which prices need
to be high. Along with this value based pricing is done for the products. The
customer will feel the buying of product is worth full.

Place-

Smartnest will be targeting their customers from both the channels of retail i.e.
online website as well as Brick and Mortar stores. In the initial years, all the metro
cities will be targeted as the demand penetration is high in these cities.

Promotion-

Majorly the brand promotes from all the platforms of marketing. As the brand is into
fitness and medical sector products, collaborations with fitness influencers are done
to gain attention from mass. Events has been organized for the same. Apart from

15
this Social media marketing plays an important role in promoting the products as well
as the Brand value.

Segmentation, Targeting and Positioning of Smartnest

Segmentation-

 Set up in Metro cities

 Target youngsters, Working or Married
 Technology Based
 To provide ease of living to youngsters

Targeting-

 Youngsters between the age of 19 to 40 years, hailing from middle to upper

class

Positioning-

 Smart Watch brand for technology conscious, Smart youngsters

 Mid to Premium range category
 Innovation and Ease of life is the prime strategy

BRAND IDENTITY PRISM: SMARTNEST

Physique: Smart Watches, Blue color, Logo

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Personality: Stylish, Modern, Reliable, Hi-tech, Youthful

Relationship: Functionality other than beauty, Connected, Loyalty Programme, Brand

Ambassador

Culture: Indian, Superior Quality, Fitness, Safety

Reflection: Cost effective, Convenient, Premium

Self-Image: Making Life easy, Problem solving, Trendy, Privileged

SWOT ANALYSIS FOR SMARTNEST

Strength

 Latest innovation and design

 Able to connect human and company through watches
 Integration of mobile phones and watches
 omnipresence of the products
 Easy to use and have safety features
Weakness

 Cater to small segment of people

 Small product line
 High price
 Need to charge again and again
Opportunity

 High demand in market for smart watches

 It can come up with new varieties
 Digital experience in retail store
 Expansion of business in market by using e-commerce
 Rapid growth of internet users in India
Threat

 Stiff competition faced by brands who make digital watches

 Instability of Indian economy
 Mobile phones and wall clocks are a substitute to watches
 Rapid change in technology
Note:The Indian e-commerce industry has been on an upward growth trajectory and
is expected to surpass the US to become the second largest e-commerce market in
the world by 2034. The E-commerce market is expected to reach US$ 200 billion by
17
2027 from US$ 38.5 billion in 2017. India's e-commerce market has the potential to
grow more than four folds to US$ 150 billion by 2022 supported by rising incomes
and surge in internet users. Online shoppers in India are expected to reach 120
million in 2018 and eventually 220 million by 2025. Average online retail spending in
India was US$ 224 per user in 2017.

(IBEF, 2018)

India's internet users expected to register double digit growth to reach 627 million in
2019, driven by rapid internet growth in rural areas, market research agency Kantar
IMRB Wednesday said.

(The economic times, 2019)

IFE and EFE matrix

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COMPARISION OF TITAN AND SMARTNEST ON BASIS OF BRAND
IDENTITY PRISM
TITAN SMARTNEST

PHYSIQUE Elegance, Watches for Smart Watches, Blue color,

different occasion, Be more, Logo
Red and white

PERSONALITY Sophisticated, Reliable, Stylish, Modern, Reliable,

Complement to dress Hi-tech
CULTURE Indian, Traditional, Premium Indian, Superior Quality,
quality, Simplicity Fitness, Safety

RELATIONSHIP Luxury with a function, Functionality other than

Trustworthy, Customer beauty, Connected, Loyalty
loyalty, Brand Ambassador Programme, Brand
Ambassador

REFLECTION Affordable, Long lasting, Cost effective, Convenient,

Classy Premium

SELF-IMAGE People make the brand, Making Life easy, Problem

Give experience with solving, Trendy, Privileged
product

19
 IE Matrix Comparison
IE matrix for Titan

In case of Titan, the IFE and EFE point lies in the cell no. 2 which means the
company is at the position to grow and build and the strategies could be market
penetration, market development and product development.

IE matrix for Smartnest

In case of Titan, the IFE and EFE point lies in the cell no. 4 which means the
company is at the position to grow and build and the strategies could be market
penetration, market development and product development.

20
 FABINDIA
INTRODUCTION
It is an Indian store retailing clothing, furniture, fabrics, and ethnic items, made high
quality by craftspeople all across India. It is biggest private stage for items that are
produced using conventional system, abilities and hand based procedures. Hand
based procedures has set separate FabIndia from some other business brands. All
FabIndia items are natural, crafty, contemporary and affordable in cost.

It is founded in 1960 by john bissel.1976: First retail location in Delhi, 1993:

second retail location in Delhi, 1996: third retail location in Bangalore, 2000: Non-
material reach began, 2004: Organic food presented, 2006: Personal care items,
2008: Handcrafted jewellery.
FABINDIA is situated in 6 nations and in India 74 urban areas and has around 210
stores everywhere throughout the nation. The 6 nation are INDIA, ITALY,
MAURITIOUS, NEPAL, SINGAPORE, and U.A.E.

PROFILE
Parent company Fabindia overseas Pvt, Ltd
Category Apparel, Accessories, Organic food products & home
décor
Sector Lifestyle, Retail and organic FMCG
Tagline/slogan Celebrate India
USP Completely Indian products

CONCEPT OF FABINDIA
FabIndia is a chain of retail locations in India creating ethnic items done by the
experts of rustic India. The fabindia items are for the most part source to manage
and give work chances to the country individuals in India. Fabindia is a solution for
the individuals who love Indian society and ethnic wear.

ATTRIBUTES
 Garment made from natural fabrics such as cotton, linen, silk etc
 Stands out for its traditional crafts, furnishing and cool hand woven garments
 Has created a sustainable business cycle and relationship
21
  Created sustainable livelihood in rural India
 Promoted India wear and handloom
 Blends indigenous crafts technique with contemporary design

MISSION & VISION

THE MISSION: We will harness the transformative power of a well-run business
committed to profitable growth in support of Fabindia’s Vision. We will strengthen
and support our community of customers, designers, artisans, farmers, makers and
entrepreneurs inspired by India. We will give our customers products that delight
them by interpreting our rich heritage and traditional knowledge, while protecting the
natural environment.
THE VISION: “At Fabindia we celebrate India, and Endeavour to bring all that we
love about India to customers around the world.”

(Fabindia, 2019)
STP
Segmentation:
Segmentation is a process of defining and sub dividing a large homogeneous market
into clearly identifiable segments, having similar needs, wants or demand
characteristics so that brand can cater to the needs of the targeted customers
accordingly.
Segmentation is done on the basis of 4 variables:
 Geography – metro cities and now moving to tier 2 and 3 cities of India
 Demography – 18 to 50 year old people (both men & Women)
 Psychographic – college going, young professional, just married couples.
People having an opinion and love for Indian wear and tradition. From middle
of middle class(income Rs 35000 per month) to lower of higher class (income
Rs 1,oo,ooo per month)
 Behavioural – people looking for comfortable Indian wear. Can be regular or
occasional buyers, Authenticity and simplicity seekers
Targeting
A target market is a group of customers towards whom a business has decided to
aim its marketing efforts and ultimately its products and services.
Fabindia targets the group of customers falling at the age category of 18 to 50 both
men and women residingin Metro cities to tier 2 and 3 cities, in India. Preferably
college going students, young professionals, just married couples holding an opinion
and have love for Indian culture, tradition and ethnic wear .These customers maybe
regular or occasional buyers earning something between 35,000 to 1,00,000INR per
month

22
These people are comfortable in wearing Indian dresses;they are authentic and
simple in the way they dress or like dressing
Positioning:
Positioning is a marketing strategy that aims to make a brand occupy a distinct
position, relative to competing brands in the mind of the customers. Fabindia
positioned itself as an ethnic wear brands for people who love Indian culture ad wear
with a affordable prices.
They have one stop solution for their target audience, they also have wide range of
products with much dynamic online presence and has a strong distribution system.
Competitor – Khadi udhyog gram, Global desi ,Anokhi.

7P’S OF MARKETING
 Product
Garment: women wear (Indian and western), men’s wear, kids wear, teens
wear, maternity wear, and accessories.
Home furnishing: upholstery and curtains, bed linens, table and bath linens,
floor coverings, furniture, lighting an home accessories.
Body care: Body wash, shampoo, soap, oils etc
Organic: personal care products as in body care and organic food products

 Place
It has 210 stores locations across India. It is trying to increase coverage in
order to make sure that the products are available at large number of places
as possible.
It also differentiates it’s store according to the products stored. This ensures
convenience for the customers since the products are available in the same
store or in the nearby stores.

 Promotion
Fabindia has traditionally relied on word of mouth advertising. It believe that
product speaks for itself and this category has up till now worked very well.
It believes that only problem in this strategy is that customers do not know the
location of the store, so to overcome this they started using various tools such
as mobile marketing, advertorials in newspaper to aware the customers about
their stores.

 Price
Fabindia‘s product range enables it to provide a wide range of products in a
wide price range. The product ranges from garments for men and women to
upholstery, furniture etc
Fabindia has tried to make sure that the customers cost remains affordable
and gives value for money.

23
  People
Employees at fabindia are highly experienced and trained. They share the
profits made by the company as 70% of the employees own company stocks,
over 30% staff have been in the company over 5 years.
Also, the staffs at the stores are very approachable and graceful which makes
the customers more comfortable specially the first timers.

 Process
Not following the sales trend. Online sales are given as much importance as
offline sales. Constantly adding products in the line of existing products.
Fabindia is reviving the trend of wearing ethnic in India . Fabindia is taking the
old Indian trends and giving it a new look for this generation.

 Physical evidence
The store experience resonates with the whole theme of the brand. Staff and
execution is efficient and helpful but not interfacing .Packaging is beautiful
and specially designed for different products. The content on the packaging is
user friendly. The soul of the brand is India but match’s the international
standards in retail packaging etc. Online experience is enriching better than
all competitors. The website is fully loaded with any kinds of information
required proving to be an asset for the brand.

USP: Quality of the fabric and the cultivated image of ‘Indianness’ Does not follow
any customer acquisition strategy they focuses on customer retention which act as a
Key element and it is done through word of mouth publicity (Zero advertising except
print ads during promotions)

24
BRAND IDENTITY PRISM OF FABINDIA

PHYSIQUE PERSONALITY

 Traditional techniques.
 Skilled and hand based products  Traditional crafts
and knowledge
 Simple and
sophisticated
 Organic

RELATIONSHIP CULTURE
 Emotional  Indian handicraft
 Global reach based brand
 Healthy  Preserving Indian
heritage
 No discount and
sales
 Customer retention

REFLECTION SELF-IMAGE

 Premium prices  Women of today

 Environmental friendly  A delighted customer is our
 Contemporary & affordable brand ambassador

25
SWOT ANALYSIS OF FABINDIA

STRENGTH WEAKNESSES

1. Differentiable products 1. No specific promotions

2. Designs strategy
3. Strategy 2. Limited channels of
4. Traditional positioning business
3. Expensive
4. Poor penetration in small
towns
5. Independent stores

1. In store merchandising & 1. Substitute producing

navigation Competitors
2. Promoting e-business 2. Not in touch with Fashion
channel trends
3. Focus on traditions 3. State owned cooperatives

OPPORTUNITIES THREATS

IFE MATRIXOF FABINDIA

NO FACTORE WEIGHT RATE SCORE

STRENGTH
1 Differentiable products 0.5 2 1.0

2 Design 0.08 3 0.24

3 Strategy 0.08 2 0.16

4 Traditional positioning 0.07 1 0.07

26
 WEAKNESSES
NO FACTORS WEIGHT RATE SCORE

1 No specific promotions strategy 0.6 4 0.24

2 Expensive 0.07 3 0.21

3 Poor penetration in small towns 0.06 1 0.06

4 Independent stores 0.07 1 0.07

Total 1 2.05

EFE MATRIX OF FABINDIA

OPPORTUNITY
NO FACTORS WEIGHT RATE SCORE

1 Display of FABINDIA products in MBO’s 0.25 2 0.50

2 Promoting e-business channel 0.18 2 0.36

3 Focus on traditions 0.07 3 0.21

THREATS
NO FACTORS WEIGHT RATE SCORE
1 Substitute producing Competitors 0.18 3 0.54

2 Not in touch with Fashion trends 0.12 2 0.24

3 State owned cooperatives 0.2 3 0.6

Total 1 2.45

27
 IE MATRIX OF FABINDIA
IEF MATRIX

Strong average weak

(3.0 to 4.0) (2.o to 2.99) (1.0 to 1.99)

i. ii. iii.

High
IEF 1.93

EFE
MAT iv. v. vi.
RIX

FABINDIA
Medium EFE 2.63

vii. viii. ix.

Low

NOTE: IEF MATRIX OF FABINDIA = 1.93

EFE MATRIX OF FABINDIA = 2.63
So it comes in the cell VI and this means Fabindia should hold & maintain strategy.

28
 NAVYA

INTRODUCTION
‘NAVYA’ is an Indian fashion brand which caters to the
women segment of the society and is a one stop solution
for ethnic and occasional wear. It brings under one roof all
the culture and tradition inspired apparel and accessories
collection for women. Working or non working, the brand understand the definition of
confidence and comfort for women today and hence provides comfortable collection
for urban women who are confident, independent, fashion conscious and wants
elegance with comfort.
The brand provides collection which is colorful, vibrant and youthful. As the name
suggests the brand always focuses on bringing something new and fresh for its
customers through its designs.
The age group covered by the brand is large and hence it makes the brand a
complete solution for all the women in a family by catering to their fashion needs be
it a festival, occasion or just a casual buy, the brand is famous for being reliable and
affordable to the customers.
Started in 2012 with first outlet in Bangalore, the brand at present has five outlets in
metropolitan cities like Bangalore, Delhi, Kolkata and Chennai and is planning to
expand in coming years to all the capital cities of the country. The brand also marks
its presence online through its official website where the customers across the
country can explore and buy from the affordable collection.

USP OF THE BRAND:

 The brand comes up with unique feature of customization where customers can
customize the designs and colors as per their choices. Customers visiting the
store can explore the customization options from catalogue book and place order
with a tailor taking their measurements and stitching the garment as per the
specifications of the customer.
Customers looking for customizations online can choose the designs from e-
catalogue and put a mail to the brand team, where they can revert back with
details and order can be placed and delivered to the customer at their doorstep.
 Another feature of the brand is that it provides customers an affordable price
range and hence suits to the demands and requirements of both middle class
and upper middle class.

Inculcating the concept of experiential marketing and customer engagement the

brand beautifully puts together all the elements of making the store a place where
customer can feel relaxed and refreshing. From the musical theme props to the color
of the walls, from the soothing light effects to the enchanting fragrance in the store
brand tries best to make customer feel the essence of Indian cultural. Also it
provides customers with a unique lounge area where they can sit, relax, wait or
discuss over a cup of coffee or tea with light snacks as the brand understands that
29
shopping sometimes becomes a tedious job and customers look for a place to relax
and plan shopping ahead.

STP of ‘NAVYA’
SEGMENTATION:
‘Navya’ will cater to the need of women segment looking for Indian ethnic and casual
apparel. The brand will have a PAN India presence and will open its first outlet in MG
road, Bangalore.
TARGETING:
The brand targets women between the age group of 18-50 years. Urban women
belonging to middle and upper- middle class is the target customer group of Navya.
The brand is for fashion conscious women who are confident in whatever they do
whether working or non- working, who search for grace and elegance with comfort.
POSITIONING:
 It is a perfect ethnic and indo-western wear brand which can serve the needs
from casual to festive purpose.
 The display of Navya is rigged with amazing colors from bold pinks and
oranges to subtle blues and greens or monochromes. Designs are highly
influenced with motifs and faunas derived from cultural heritage of India.
 The brand incorporates vibrant, bold, comfortable and elegant wear in its
every collection.
 The brand offers affordable pricing strategy along with unique concept of
customization of the products to satisfy the needs of women.

7 P’s of MARKETING:

1. Product
After an extensive research on the product, the brand create vibrant and
delightful clothing inspired by India’s colors and chaos. The brand has
diversified product range.

Top wear
 Kurtas
 Kurtis
 Top
 Tunics
 Sarees
 Suit sets
 Lehengas

Bottom wear
 Palazzos
 Salwar and churidars
30
Accessories
 Jewelry
 Bags/Clutches
 Gift collection (show pieces, stationary,candles,etc.)

2. Price

The brand focuses on making products available to the customer at affordable

pricing. The prices of the products are between

Top Wear

Product Price
Kurtas ₹399-₹1499
Kurtis ₹399-₹1499
Top ₹499-₹1599
Tunics ₹499-₹1999
Sarees ₹599-₹5999
Suit sets ₹799-₹2599
Lehengas ₹1999-₹9999

Bottom Wear

Product Price
Palazzos ₹299-₹799
Salwar ₹299-599
Churidar ₹299-₹599

Accessories
Product Price
Jewelry ₹99-₹1499
Bags/Clutches ₹499-₹999
Gift Collection ₹199-₹899

3. Place

At present the brand have 5 physical outlets in cities like Bangalore, Delhi,
Kolkata and Chennai and it plans to capture all the metropolitan cities. To be
able to increase the sales a choosing the right location of the store plays a
crucial role.

31
4. Promotion

Promotion is the way a company communicates what it does and what it can
offer to customers. It includes activities such as discounts, advertising, PR,
special offers, etc. Navya in order to increase its consumer base takes the
help of promotional tools like newspaper advertisements, social media
marketing ( Instagram and facebook), hoardings, event marketing and
sponsorships ( including support to social causes), social media influencers
connect and collaborations. Apart from this the brand will also provide Festive
offers like Durga Pooja, Diwali, Dusshehra etc, and membership cards for
those who have been shopping from the same brand and the same store who
placed themselves as a loyal customers.

5. People

The brand will have mix of employees i.e. both male and females. At Navya,
to be hired as a sales executive one needs to be a graduate in any stream.
Whereas,for the profile of a manager, an individual need to be a holder of
MBA or a post graduate in Retail or Fashion Management. Once selected as
an employee at Navya, each individual undergoes a training process where
they are taught about each aspect of the brand and also given detailed
instructions about handling customers. The brand has a standard uniform for
employees for equality service treatment.

6. Process

The products and merchandise of the brand Navya will be manufactured in

Bangalore itself. The brand will have its manufacturing unit and the fabric will
be sourced from various parts of India. The In-house designers will design the
merchandise range for each season and after they submit their designs to the
production team the production team will take care of the production process.
The manufactured merchandise will then go to the distribution centers from
where the goods will be dispatched to the stores spread across India.
The brand also offers customization of the products offer to the customers
where the customers can place order for the product both online and offline.
For the customization option they will be provided a catalogue from which
they can choose and place order and the measurements to the tailors
available in the store. They can even do this online where the standard size
chart is available for their convenience. The products will be delivered to the
customers at their door step within few days.

7. Physical Evidence

32
 Now-a-days Customer wants concrete clues to understand the nature of the
company and an environment which will position the brand in customer’s
mind, physical evidence is the environment in which customer interact with the
employee in combination of a tangible commodity. It also includes the
experience the customer gets in while visiting a store or company’s website
for e.g. company’s brochures, business cards, and testimonials by other
satisfied customers.
 Talking about Navya, when you enter the store, the sales executives will be
ready to interact with you to help and guide you throughout the collection.
 Specific brochures by company at each section help to know about different
styles.
 The lights are focused on the product to enhance its visibility and are warm&
dim to create that ethnic and traditional feel.
 the store is filled and equipped with musical instruments as props this will
again be a symbol of ethnicity and culture of India .
 Light Indian classical or Semi classical with a twist of English fusion music to
create a peaceful environment.
 Colourful walls and decorated motifs add to the overall look of the store.
 To create a unique experience, a customer lounge area is provided to the
customers within the store where they can relax while they are shopping. The
lounge will be a place to create experience and engage customers with some
options for beverages and light snacks along with a proper sitting space with
books available on Indian wear, culture and other related topics.

33
 BRAND IDENTITY PRISM OF THE HYPTHETICAL BRAND: NAVYA
PICTURE OF THE SENDER
PHYSIQUE PERSONALITY
 Urban confident and
 Ethnic collection for women
independent.
 Logo in white with motifs at background
 Fashionable, trendy
 blue and golden colour scheme
 Sophisticated and elegant
 Musical instruments as props
collection at affordable
 Colourful and Vibrant collection
pricing
 Culture inspired walls with
 Social media bloggers as
Motifs and patterns
face of the brand.

E I
X RELATIONSHIP CULTURE N
T T
 Customization options  Indian origin
E E
R  Connect through event  Traditional and ethnic R
N marketing  Innovations N
A  Women centric  Enhancement of
A
L L
 One stop shopping customer experience
I I
S destination for all the S
A women of family A
T  Loyalty programs. T
I I
 Unique Experience
O O
N N

REFLECTION SELF-IMAGE

 Fashionable and trendy  Confident and

 Modern look with elegance independent
 Beautiful combination of colours and  Slaying ethnic look with
prints new trends
 apt for festivals and other occasions  Elegance with comfort
 Ready to step out for any
occasion

PICTURE OF THE RECEIVER

34
SWOT ANALYSIS OF NAVYA

STRENGTH WEAKNESSES

1. Personalized service 1. Lack of global presence

2. Affordable price range 2. Deals only in women wears
3. Strong customer connect 3. Limited brand recalls
4. Strong e –commerce 4. Restricted product line
platform 5. Limited physical stores

1. More powerful players in

1. Diversify the product line the market
2. Collaboration with the 2. Competitors switching
designers more towards handcrafted
3. More powerful and organic products
promotional 3. Free entry of new
advertisement members into the market
4. Govt policies and legal
scenerio

OPPORTUNITIES THREATS

IEF MATRIX OF NAVYA

NO FACTORE WEIGHT RATE SCORE

STRENGTH
1 Personalized service 0.2 3 0.6

2 Affordable price range 0.1 3 0.3

3 Strong customer connect 0.15 3 0.45

4 Strong e –commerce platform 0.15 2 0.30

WEAKNESSES

35
NO FACTOR WEIGHT RATE SCORE

1 Lack of global presence 0.1 3 0.3

2 Deals only in women wears 0.8 2 0.16

3 Limited brand presence 0.5 4 0.20

4 Restricted product line 0.1 3 0.3

5 Limited physical stores 0.7 2 0.14

Total 1 2.75

EFE MATRIX OF NAVYA

OPPORTUNITY
NO FACTORS WEIGHT RATE SCORE

1 0.18 3 0.54
Diversify the product line

2 Collaboration with the designers 0.03 4 0.12

3 More powerful promotional advertisement 0.02 3 0.06

THREATS
NO FACTORS WEIGHT RATE SCORE
1 More powerful players in the market 0.20 3 0.60

2 Competitors switching more towards 0.3 3 0.9

handcrafted and organic products

3 Free entry of new members into the market 0.12 3 0.36

4 Govt policies and legal scenario 0.15 3 0.45

Total 1 3.03

36
 IE MATRIX OF NAVYA
IEF MATRIX

Strong average weak

(3.0 to 4.0) (2.o to 2.99) (1.0 to 1.99)

i. ii. iii.

High IEF 2.75

EFE 3.03 NAVYA

EFE iv. v. vi.

MAT
RIX

Medium

vii. viii. ix.

Low

NOTE: IEF MATRIX OF FABINDIA = 2.75

EFE MATRIX OF FABINDIA = 3.03
So it comes in the cell 2 and this means NAVYA should grow and build strategy for
intensive or integrative

37
COMPARISION CHART BETWEEN FABINDIA AND NAVYA
FACTORS FABINDIA NAVYA

Ethnic collection for

women

Logo in white with

motifs at background
Traditional techniques.

Skilled and hand based blue and golden colour

process scheme
PHYSIQUE
Musical instruments as
props

Colourful and Vibrant

collection

Warm lighting

Culture inspired walls

with

Motifs and patterns

Ethnic and occasion

wear brand

For urban women who

is confident and
PERSONALITY Traditional crafts and independent.
knowledge
Fashionable, trendy
and innovative

Customization options

Connect through event

marketing

Emotional Women centric

RELATIONSHIP
One stop shopping
destination for all the
women of family

Loyalty programs.

38
 Unique Experience

CULTURE Indian culture inspired

No discount and sales Ethnic and traditional
collection
Customer retention
Customer experience

Affordable pricing

Innovations

New and fresh

collections

Personalized services

Fashionable and
trendy
Premium prices
REFLECTION Modern look with
Environmental friendly elegance

Contemporary & affordable

Beautiful combination
of colours and prints

Apt for festivals and

other occasions

Confident and
Women of today independent
SELF IMAGE A delighted customer is our
brand ambassador Slaying ethnic look
with new trends

Elegance with
comfort
Ready to step out for
any occasion

39
REFERENCES
(2018). Retrieved from IBEF: https://www.ibef.org/industry/ecommerce-presentation

(2019). Retrieved from The economic times:

https://economictimes.indiatimes.com/tech/internet/internet-users-in-india-to-reach-627-
million-in-2019-report/articleshow/68288868.cms?from=mdr

(2019). Retrieved from TITAN : https://www.titan.co.in/

(2019). Retrieved from Fabindia:

https://www.fabindia.com/?gclid=CjwKCAjw2qHsBRAGEiwAMbPoDCpEujcw5v-
e_fhNxFum_v4X_L-eXSgiMhL_HyO73NYP63EFRS3FaBoCJrEQAvD_BwE

(2019). Retrieved from Indianfoline: www.indiainfoline.com

Annual report. (2018). Retrieved from

https://www.bseindia.com/bseplus/AnnualReport/500114/5001140318.pdf

40