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An analysis of Fabindia's marketing strategies, focusing on their customer perception and preferences. data from a customer survey conducted in Patna, Bihar, covering various aspects such as product and service ratings, shopping frequency, and brand awareness. The document also suggests potential marketing strategies for Fabindia to expand its customer base and improve brand image.
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Touted to be India's largest private platform for products that are made from traditional techniques, skills and hand-based processes, Fabindia has witnessed double-digit growth in revenues in last one year, mostly because of the inclination towards sustainable fashion. Fabindia endeavours to bring alive products and encourage lifestyles that celebrates our rich Indian culture, craft traditions and wisdom. The brand has recently opened their experience centre in Andheri, Mumbai. The experience centre is a mix of an interior design studio, alteration studio, Tug Bug and Fabcafe along with home accessories, lifestyle and personal care range. This is the 24th^ experience centre, they have their centres in Delhi, Gurgaon, Noida, Bombay, Bangalore, Chennai, Hyderabad, Coimbatore, and Pune. They are open in more than 10 locations. So, the idea is to have close to 25% of their own retail footprint by the end of this year which will probably contribute or should probably contribute around 35% of their revenues. Fabindia distinct itself from others in a similar segment because of their philosophy, which has been clear that the brand sees itself as that essential bridge between India's rich cultural past and modernity at one level, and at another, a brand that connects that rural artisan and craftsperson with the discerning Urban consumer. They are perhaps the largest platform that reaches out to a maximum number of people and customers in urban India. An advantage that they have built over a period of time is that they have invested in their supply chain and their sourcing ability. So, that gives them certain leverage in terms of reaching a greater number of people and connecting a greater number of people with consumers. Brands these days are offering more customised solutions. They, as a brand also do bespoke clothing which is offered both through their online platform, as well as their stores. Discount is not the only way of growing business, people are looking for good and meaningful products. They are looking for brands which stand for a certain cause, certain value. Consumers are also becoming cautious about using a natural alternative. Responsible consumption is on an upswing and brands which drive products which do justice to that philosophy of responsible consumption are brands that have a slightly higher upside
than the others. But India is a massive market, there is no 'one India', there are many India inside of India. So, different geographies behave differently. Overall consumption is going to increase and become wider. People have access to production brands in smaller markets, unlike earlier times. Everybody is moving towards more responsible consumption. Everybody is using products which have certain value or cause attached to it. Customer loyalty in the long run, is driven fundamentally by brands, which offer customers an alternative lifestyle choice. Fabindia provides consumers with the opportunity to make certain conscious alternative choices when it comes to consumption. And that is the reason they promote products which are handcrafted/handmade. Their marketing strategy has always been a good mix of above the line, below the line, digital and CRM. They do a lot of Print ads, especially in newspapers on product announcement and collection launches. Apart from that, they do a lot of work on Digital and Social, videos and influencer marketing. And that is done almost on a monthly basis. Consumers these days are looking at their purchase decision through a slightly finer lens, they are weighing their purchase slightly more than they used to. But Fabindia has a good brand image and good products, which have an intrinsic value in them, intrinsic philosophy in them, that’s why people gravitate towards them.
A lot of the commodity level purchase is going down and branded purchase is getting more and more difficult. To know about Fabindia’s customer satisfaction level and brand awareness, we did a small survey having a sample size of 108 people of Patna (Bihar). We used simple random sampling as our sampling method. We prepared a questionnaire to collect the data.
Name Gender? Female Male Prefer not to say
Only when some occasion or festival is there Very few times never bought Are you satisfied with the pricing that brand does for its products? yes no I can't judge this Where do you see Fabindia’s advertisements? Social media and other online sites Hoardings, Newspapers, Posters & other print media News channel, Radio I don't see Fabindia's advertisement much According to you on what below mentioned things should brand improve? Product Quality Product Variety Offers for customers Pricing Services Marketing Availability of products Others Any Feedback for brand that you would like to give? Response to these questions are as follows: Gender?
Fabindia has indeed come a long way in the Indian retail market. It has pioneered branded womenswear and popularised products made from traditional techniques and processes and is also among the first brands to offer a premium shopping experience to the end-consumer. However, the Indian consumers are now more informed, and competition has increased. Apparel as a category is transitioning from a need-based buying category to a lifestyle category, with the consumer making purchases at will and from the locations that they choose from. To cater to the changing demands of the marketplace Fabindia can us these market strategies: