Proposal for

Marketing Plan of Fabindia, Ahmedabad

Submitted in
Partial Fulfillment of Requirement of
PGP – BUSINESS EXCELLENCE PROGRAM
AT
STEVENS BUSINESS SCHOOL, AHMEDABAD

Prepared By

NIKITA SANGHVI

Under the supervision of

Dr. RAASHID SAYEED

Director, Stevens Business School

 Research Proposal for Marketing Plan of Fabindia

1. Title

Proposal for Marketing Plan for Fabindia, Ahmedabad

2. Background

Fabindia is a chain of retail stores in India producing ethnic products carried out by the craftsmen
of rural India. The Fabindia products are mainly source to sustain and provide employment
opportunities to the rural people in India. The company employs more than 15000 craftsmen and
artisans all over India. The company was founded in 1960 and has its head office in New Delhi,
India.

The report will present main goals and recommendations of the plan for Fabindia’s management
team. It will undertake the current market condition of Fabindia in Ahmedabad in reference to its
target market, product performance, competition, and distribution. The strengths, weaknesses,
opportunities and threats of the company will provide the foundation to state marketing objectives
that Fabindia would like to attain during the plan’s time. The study will seek to understand the
consumer behavior towards Fabindia products so to relate the available primary information with
the literature review. The report will then follow a detailed study on defining action programs for
marketing strategies of Fabindia. On the basis of accessible statistics, the report will conclude with
instructions of the budget and control measures for intended marketing plan for Fabindia,
Ahmedabad.

3. Research Objectives

To devise marketing plan for Fabindia, Ahmedabad

3.1) To analyse the current marketing situation of Fabindia, Ahmedabad
o To identify the company’s current target market and its position in it including
information about market share, product performance in terms of sales, competition,
and distribution in Ahmedabad.
o To assess the major threats and opportunities for the company

3.2) To explore the affective responses and cognitive responses of Fabindia’s consumers
while purchasing its products of apparel category.

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 Research Proposal for Marketing Plan of Fabindia
3.3) To formulate the marketing objectives for Fabindia, Ahmedabad:
o To discuss the key issues that will affect the achievement of the goals.
o To outline the specific strategies for each marketing mix element.
o To explain how each strategy would respond to the threats, opportunities and critical
issues spelled out.

3.4) To specify how marketing strategies of Fabindia will be turned into definite action
programs that answers the following questions-
o What will be done?
o When will it be done?
o How much will it cost?

3.5) To stipulate the budget and control measures for designed marketing plan for Fabindia,
Ahmedabad:
o To detail a supporting marketing budget i.e. a projected profit-and-loss statement.
o To sketch the control that will be used to monitor progress of the marketing plan.
o To measure returns on marketing investment.

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 Research Proposal for Marketing Plan of Fabindia

4. Research Method

S. No. Data required Data Source Data collection tool

o To identify the company’s current
target market and its position in it including
information about market share, product
1. performance in terms of sales, Company Questionnaire
competition, and distribution. Executive
o To assess the major threats and
opportunities of the company
To explore: Questionnaire;
 The affective responses Fabindia’s Knowledge, Meanings
consumers & Beliefs;
 Cognitive responses of Fabindia’s acbe’s related to store
2. Primary Data
consumers image, store contact,
 Purchasing behavior of the store layout, store
consumers for products of apparel location and in-store
category. stimuli
To formulate the marketing objectives for
Fabindia, Ahmedabad
 To discuss the key issues that will
Primary Data Questionnaire
affect the achievement of the goals.
 To outline the specific strategies for
each marketing mix element.
3.
 To explain how each strategy would
respond to the threats, opportunities and
critical issues spelled out. Secondary
Literature Review
 To formulate how marketing Data
strategies will be turned into definite action
programs

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 Research Proposal for Marketing Plan of Fabindia
S. No. Data required Data Source Data collection tool
o To stipulate the budget Literature Review /
Secondary
 current income statement Financial
Data
 cash flow statement Statements

 balance sheet
5.  sources and use of fund
Industry
 financial ratios Interview
Expert
o To define control measures for
designed marketing plan for Fabindia,
Ahmedabad

5. Fieldwork/ Data Collection

 Method of Administering Questionnaire: Personal interviews and Electronic interviews

 Sampling Design
 Sampling Unit : Customers of Fabindia, Industry Experts
 Sampling techniques : Convenience Sampling
 Sample size : a. Customers - 30

b. Industry Expert - 1

c. Company Executive - 1

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6. Time scale

Sr. No. Activity Days

1. Literature Review 1st – 6th Oct. 2010
2. Finalise Objectives 7th – 10th Oct. 2010
3. Derive Research Strategy 11th - 14th Oct. 2010
4. Questionnaire Development 15th – 16th Oct. 2010
Pilot Test And Revise
5. 17th – 19th Nov. 2010
Questionnaire
6. Market Surveying 20th – 23th Nov. 2010
7. Coding And Data Preparation 24th – 27th Nov. 2010
8. Analysis Of Data 28th - 30th Nov. 2010
Completion of First Draft Of
9. 1th – 4th Nov. 2010
Project Report
Submit To the Guide And Await
10. 5th- 6th Dec. 2010
For Feedback
11. Final Writing of Report 7th - 9th Dec. 2010
12. Submission of Final Report 10th Dec. 2010

7. Resources

 Transportation expenses for market survey for fill up of questionnaires.

 Stationary expenses for printing of questionnaires and report and binding of final copy of
report.

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 Research Proposal for Marketing Plan of Fabindia

8. References

 Research Methods for Business Students (3 rd Edition) by Mark Saunders, Philip Lewis and
Adrian Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi
 Principles of Marketing (12 th Edition) by Philip Kotler and Gary Armstrong (2008), Dorling
Kindersley (India) Pvt Ltd, New Delhi.
 Consumer Behaviour & Marketing Strategy (7 th Edition) by J. Paul Peter & Jerry C. Olson
(2010), Tata McGraw Hill Education Private Limited, New Delhi.

9. Proposal Approved By

Academic Guide: Dr. Raashid Sayeed

____________________________________

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