So now lets have a look at the marketing mix of Fabindia

Starting with Products:

So Fabindia is known for its handmade clothing and ethnic wear made
by nearly 55,000 rural Indian craftsmen. Fabindia has a diverse portfolio
which includes authentic wide variety and designs of products
exclusively made in India. It caters to diverse section of society and it
includes women clothing and accessories, men clothing and accessories,
kids clothing, home decor including furniture, personal care products
and organic line of products. The differentiating factor in Fabindia's
products is that they all are handmade and thus support artisans all
across India. Fabindia focuses on quality and style of the product and has
maintained the same over the years.

Next is Place:
Fabindia is present in over 250 retail outlets across India and is also
present in countries like Italy, UAE, Singapore and many more. It is trying
to increase its coverage to make sure that the products are available to
customer readily and easily or can be delivered to them from any place.
Fabindia also makes sale through its online web portal and company's
product are also available through other e-retail platforms such as:
Amazon, Flipkart, Myntra

Price:
Fab India uses product line pricing for its product wherein a base price is
set and these products are marketed to the high price elastic consumers
and higher quality products are marketed to less PPprice elastic
consumer segment at a premium price charged over the base price. This
process used by Fabindia of separating goods into cost categories, is in
order to create various quality levels in the minds of consumers. This
strategy has helped the company to expand its reach in middle-class
segment as well as in attracting upper class segment.

Promotion:
Initially Fabindia relied on word-of-mouth as a method of promotion and
relied heavily on its loyal customers to spread the word. As the company
did not offer any discount or any bargain price and had fixed price for its
products, it had to change its marketing strategy. With change in time,
to make customers aware of its authenticity and genuineness it took to
print media to advertise its products through in-store posters, mobile
marketing and advertising. Fabindia also recognized the benefits of
social media platforms and adopted an online marketing strategy to
create awareness about the brand. Fabindia has put forth the
community in all its marketing campaigns to generate an emotional
connect with the people of India. These campaigns also revolve around
assuring high quality products, which are handmade and organic.

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So lets have a look at the swot analysis of Fabindia

Starting with Strengths

 Strategy: The primary reason for the success of Fab India is

its strategy where it turns the artisans across India into assets
while sharing profits amongst themselves. This has a multitude of
advantages. While it creates a livelihood for traditional craftsmen,
it also ensures that city people have access to traditional crafts.

 Customer Trust: FabIndia is a brand that enjoys a high level of

trust amongst customers. The products are made from pure
handloom which is woven and designed as well as created by
expert craftsmen from respective home markets. The products are
thus high quality and original and customers of Fab India are
highly brand loyal and hardly purchase from other companies.

 Designs: FabIndia is a dealer of traditional handlooms and their

designs are original. Some of their popular prints such as block
prints, ikkat, kalmkari and pochampalli are ethnic on the origin
and made by people who have practiced these for many
generations. This makes their deigns not just unique but also
original.

 Good supplier relationships: The key strength of FabIndia is their

traditional craftsmen who belong to multiple villages across the
country. They are linked to more than 55,000 such artisans and
 the company provides them trendy designs, network support,
contacts and trains them on technologies while also making
necessary investments for production. They get paid handsomely
for their skilled work.

 And the last word of mouth marketing. The brand does not
advertise much and strongly believes in word of mouth marketing
which has proved very effective till now

Some of the key weaknesses of FabIndia  are:

 Expensive: Fab India is a very expensive brand and their products

are highly priced in comparison to the other products in
the market. The high costs often prevent the customers of certain
income groups from buying FabIndia products.

 Poor penetration in small towns: Though Fab India is an Indian

brand that specializes in ethnic and handloom wear, the company
has been hugely unsuccessful in penetrating into the smaller
towns of India. Most of their showrooms are located only in bigger
cities.

 And they have Limited global penetration despite huge potential

in NRI market

 Also The brand is losing out on attracting new customers as it

hugely depends on repeat purchases

Next is opportunities
 Focus on tradition: Indian handlooms are growing in prominence
not just in India and Asia but across the globe. The traditional
textiles of India are even being promoted by popular designers in
world fashion events and worn by celebrities in prestigious red
carpet events. This means that there is huge scope for FabIndia
products in the global market.

 Also the brand should focus on Geographic expansion in countries

that has huge Indian population.
  And the brand also needs to tap the potential of organic foods by
creating awareness about their merits.

Coming to THREATS
 Competition: Fabindia faces strong competition from brands like
W, Anokhi, Khadi Gramodyog. Unorganized local players can also
be a serious threat to the brand
 State-owned cooperatives: Governments both at the center and
the state are trying to promote traditional arts and crafts and they
offer incentives to these craftsmen. These artisans thus prefer to
sell their crafts to the government (though incentives are lower).

3.Also Consumers tilt towards foreign brands in the lifestyle segment is a

threat to fabindia’s ethnic offering.

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Competitor Analysis

Competition faced by Fabindia is from both the organized and

unorganized retail sector. The unorganized sector has the local tailors
and local NGO who provide customized garments to the customers at
reasonable price. One of the regional competitor is the market outside
the law garden in Ahemdabad. The law garden is a famous place for
buying handicrafts, ethnic wear and Gujarati outfits from local hawkers.
However, the scale of operations does not pose a major threat to
Fabindia. However a far great threat is possed by the organized sector
especially Khadi Gram Udyog outlets and Cottage Industries Emporiums
across the country. The product mix offered by both is similar to
Fabindia. Also, they have the backing of the governments. However, the
quality of products and services provided by Fabindia is perceived to be
higher than that of the government. Fabindia’s main competitors are the
ethnic wear retailers like Khaddar, W, who are also expanding at rapid
pace. W, For example has over 521 exclusive stores now, in addition to
being available at some multi brand outlets. There is also severe
competition from the ethnic wear labels from the modern indian retail
chains such as Shoppers Stop & Pantaloons. Stores like Anokhi have the
same target audience, but do not have the reach of Fabindia

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Brand equity Findings

So we conducted a small survey on Fab India and here are the findings

So the first one was which of the product category of fabindia are people
aware of. So the majority of the people that is 97.5 percent are aware
about the clothing category but not even 50 percent of the people were
aware about the other offerings like furniture, food, beauty, home décor
and so on.

Next was what comes to mind when people think of fabindia. So it can
be seen that majority of the people that is 77.5 % associate fabindia with
Indian ethnic wear.

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The next was which brand do people prefer for indian clothing.
So it can be seen that majority of the people prefer shoppers stop with
35%, followed by Fabindia at the second place with 22.5%.

And the last was, what do people like the most about fabindia. So
majority of the people, that is 52.5%, like quality of fabindia products
the most…followed by designs which were liked by around 27.5% of the
people.

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So based on this, the following is recommended

Fabindia should promote their personal care, organic food, and home
furnishing product lines more by advertising or including them in the
display, in order to create awareness about those products. Coz as we
saw not many people were aware about this product line by fabindia
 Fabindia should penetrate deeper into international markets like USA
and UK. As there is huge Indian population, there will be good demand
for fabinida products in such markets. So they should capitalize on that.

https://issuu.com/shreyatewari/docs/research_final_report