A d e l g h te d C u sto m e r i o u r B e st B ra n d i s

FABRIC OF INDIA

- Revamping Online Marketing Plan-R u h iJ u n j u n w a l h h a ( 197 ) -R o b i R a j ( 0 6 4 ) n u -Pa rva th iO m ( 0 2 5 )

Retail Sector: India

o r I d i n e th n i w e a r o f th e re ta i m a rke t i e sti a te d to b e a ro u n d R s. 9 , 0 0 0 C r n a c l s m

Integration of real estate in the business model Creating and maintaining effective and scalable supply chain Increasing ta i p e ra ti g m o e customers by m a rke : o fi b l reaverage basket sizedof l fo r th e n e w shapingtand influencing the consumption p ta e lo n Talent retention and De-risk margins

Retail Sector: India

fo r a p ro fi b l re ta i o p e ra ti g m o d e l fo r th e n e w m a rke t : ta e l n

p b a se d o n p o i ts 4 a n d 5 n

Fa b I d i : ti e l n e n a m i

1960

Early 80s

1990s

1999

2001

2004

2006

2009

The FabIndia marketing outlook

v USP : quality of the fabric and the cultivated image of Indianness v v Does not follow any customer acquisition strategy: focuses on customer retention v v Key element: word of mouth publicity ( Zero advertising except print ads during promotions ) Fa b I d i S to re Fo rm a t n a

85%

Metros Posh locality All product lines

Tier II cities Specific products retailing

Motivating factor for the customer: quality and consistency of product and the service Over 83% of Fabindia s customers go back satisfied, with 58% being highly satisfied with the brand and its offerings

Garments Based (Shoppers Stop, Westside, Reliance Trends, Globus) Government Handloom Initiatives (Khadi Gramodyog, Cottage Industries Emporium, State Government departments) Designer Boutiques Ethnic wear retailers like Khadder, W and Good Things, and Stand alone stores like Shristi, Biba, Prapti, Sadka, and Shoma

Competition
Local tailors who provide customised garments to the customers at reasonable prices Local NGOs selling wares, like dilli haat, etc

Survey Results
S u rve y o f 2 3 u rb a n I d i n i th e 1 8 3 5 l ckehg ro u fo r S u rve y q u e sti n n a i n a n C a g e re p i o re M e n :- 8 W o m e n :- 1 5

Survey Results
S u rve y o f 2 3 u rb a n I d i n i th e 1 8 3 5 l ckehg ro u fo r S u rve y q u e sti n n a i n a n C a g e re p i o re M e n :- 8 W o m e n :- 1 5

Target Passion Group Profiles

Demographic
SEC A&B Age: 18-35 (predominantly women) Geographic Location: Metros, Tier II & III cities (Online campaign to target consumers in metros, tier II & III cities and on ground activation for Metros)

Psychographic
Medhavi is a 25 year old entrepreneur and is individualistic and opinionated. She is a graduate from the citys premiere college and is a art enthusiast. She is a modern Indian woman who is ambitious and has accepted Indian cultures and traditions on her own terms. She makes her own style statement with her wardrobe. She is a social media user who spends 3-4 hours a day on networking sites. She is active on Facebook (300+ friends), Twitter (250+ followers), watches vidoes on youtube , reads and writes blogs etc., and is not averse to trying or experimenting new technologies/applications.

Target Passion Group Profiles

Psychographic
Varun is a 30 year old media professional who is ambitious and modern but strongly relates to Indian traditions. He has a keen interest in art and culture and loves to be in the company of similar individuals. He prefers wearing Indian ethnic wear on special occasions like weddings, festivals etc. He is a social media user who spends 3-4 hours a day on networking sites. He is active on Facebook (300+ friends), Twitter (250+ followers), watches vidoes on youtube , watches cricket matches through live streaming on internet, reads and writes blogs etc., and is not averse to trying or experimenting new technologies/applications. Jasmin is a 18 year old female who studies in a premiere college in the city. She is a strong individual who is not afraid to speak her mind. She actively participates in college cultural activities, is a lover of festive times and loves shopping for Indian wear for normal college going days as well as special occasions. A social media enthusiast, she spends around 4-5 hours on networking sites everyday. She is active on Facebook (300+ friends), Twitter (250+ followers), watches vidoes on youtube , reads and writes blogs etc., and readily tries or experiments with new technologies/applications.

Objective
Help FabIndia in retaining customers by building lasting relationships and improving loyalty, and acquiring new customers

Big Idea

Fa b I d i : 2 0 1 0 n a

Early 80s

Revamp Website

Summer Collection

3D Trail Room: Fabulous Fit

3D Trail Room: Fabulous Fit

ONLINE CAMPAIGN 1 ) R e v a m p in g th e W e b site : A m i cro si w i th e n e w b i m e tri a p p l ca ti n w i l b e a d d e d to th e te th o cs i o l w e b si . T h e m i te cro si w i l h a ve th e b i m e tri te l o cs fe a tu re w h i ch a l o w s u se rs to cu sto m i th e i o w n d e si n s a s w e l a s se l cti g l ze r g l e n fa b ri a n d co l u rs. I w o u l a l a l o w th e u se r to h a ve cu sto m i n g c o t d so l zi fi . U se rs ca n th e n d o a n o n l n e p a ym e n t a n d th e i a p p a re l w o u l ts i r d b e sh i p e d to th e i m a i i g a d d re ss. p r ln T h e m i cro si w o u l b e l n ke d to th e n a ti n a l su p p l ch a i d a ta a n d te d i o y n re g u l rl u p d a te d . T h i w i l m a ke th e o n l n e p ro ce ss ce n tra l ze d a y s l i i and w i l e n a b l Fa b I d i m e e t th e d e m a n d s o f th e co n su m e r l e n a i sp e cti o f th e l ca ti n . rre ve o o W e b si te w i l se rve a s th e l n d i g p a g e fo r a l o n l n e m a rke ti g l a n l i n i i a ti s. n ti ve W e b si w o u l a l ca rry l n ks to p a g e s o n va ri u s so ci l n e tw o rki g te d so i o a n si s. te 2 ) Social Media Initiatives : The main aim of the social media initiatives would be: Increase traffic to the revamped website of FabIndia Informing and familiarizing the users with the biometrics application feature on the microsite of FabIndia Network with users to reach out to more and more consumers

ONLINE CAMPAIGN CONT F a ce b o o k : S ta rt a fa n p a g e a n d p ro vi e re g u l r u p d a te s o n ch a n g e s h a p p e n i g i d a n n Fa b I d i n a D e ve l p a g a m i g a p p l ca ti n si i a r to th e b i m e tri a p p l ca ti n o n o n i o m l o cs i o Fa b I d i w e b si n a te a n d sh a re i w i fa n s. T h i w o u l g e n e ra te a w o rd o f m o u th p u b l ci fo r t th s d i ty th e a p p l ca ti n i o a s w e l s fa m i i ri th e u se rs w i th e a p p l ca ti n . la l a ze th i o U p l a d p h o to s o f n e w sto re s, n e w fa b ri , n e w d e si n s e tc . a n d e ve n ts o cs g o rg a n i d b y ze Fa b I d i n a U p l a d vi e o s o f cu l ra l e ve n ts e tc . o d tu Twitter : Microblog about new changes in the brand FabIndia and its online initiatives Regular tweets about the new biometrics application Engage into conversations with consumers (provide solutions to issues they face etc.) Tweets about upcoming ground activities Tweets about the 50th year CSR initiative Youtube : Upload viral video for the CSR initiative to involve more and more users to support the

ONLINE CAMPAIGN CONT

3 ) E - m a ile r: A n e -m a i e r w o u l b e d e si n e d to b e se n t o u t to th e d a ta b a se o f l d g cu sto m e rs a b o u t th e n e w o n l n e b i m e tri a p p l ca ti n w h i th e y ca n u se fo r i o cs i o ch o n l n e p u rch a se i T h e e -m a i e r w i l a l b e u se d fo r i fo rm i g cu sto m e rs a b o u t l l so n n u p co m i g su m m e r n co l e cti n , e ve n ts e tc . l o l so n a C u sto m e rs w i l a l b e e n co u ra g e d to su p p o rt Fa b I d i s 5 0 th Year CSR initiative 4 ) Adwords : The focus will be on SEO to increase search engine rankings for the FabIndia website Purchase keywords: ethnic indian wear, retail, cultural, indian wear, kurtas, customized design etc.

Cultural Event (on ground activation)

T h e Fa b I d i W e b si g i s i fo rm a ti n a b o u t th e n a te ve n o va ri u s fa b ri cra fts l ke C h i n ka ri K a l m ka ri B a ti o c i ka , a , k e tc . fo r th e cu sto m e rs. W e w i l b ri g th i a rt o n g ro u n d fo r th e m to exp e ri n ce l n s e i fi h a n d a n d a l l a rn i . t rst so e t E ve ry m e tro w i l h a ve a 2 d a y w o rksh o p cu m exh i i o n l b ti w h e re th e se a rti sts w i l p u t u p sta l s a b o u t th e se cra fts l l a n d exh i i th e w o rk a l n g w i Li C ra ft W o rksh o p , b t o th ve w o rksh o p s ( fo r m o re kn o w l d g e a n d i te re st) fo r ke e n e n a u d i n ce . e I w i l b e ca l e d K n o w w h a t yo u w e a r t l l T h i m a ke s th e cu sto m e rs m o re a w a re o f th e w o rk p u t s i fo r th e i fa b ri a n d h e l s th e m w i th e i a sso ci ti n n r c p th r a o w i b ra n d Fa b I d i . th n a

Women of Today.
A s a n exte n d e d a cti ty , o n w e e ke n d s Fa b I d i w i l vi n a l h a ve w e e ke n d p ro m o ti n s w i sp e ci lfo cu s o n o th a Women of Today . M e n ca n b e e n co u ra g e d to i cre a si g l vi t th e n n y si sto re s w i th e w o m e n i th e i l ve s w i o ffe rs th n r i th l ke b ri g yo u r m o m / si / w i / g i fri n d to i n s fe rl e sh o p , a n d g e t x % o ff Fa b I d i w i l ti u p w i va ri u s N G O s l ke n a l e th o i B re a kth ro u g h , J g o ri e tc . fo r th e i ca u se o f e m p o w e ri g a r n w om en. V i l vi e o to b e l u n ch e d i a sso ci ti n w i ra d a n a o th B re a kth ro u g h ( a l n g th e l n e s o f M a n n ke M a n j e re ) o i e O b j cti e ve T h e p a ssi n g ro u p i e n ti e s w i th e th e m e W o m e n o d fi th o f To d a y a n d re su l i n e w cu sto m e r a cq u i ti n ts n si o

C U R R E N T C O LO U R S W h i a re m o st ch popul r a

COLOUR PALETTE

B ra n d co n n e ct o f p a ste l co l u rs. o Large spectrum of colors all available in sober shades which makes the brand what it is. Given here are the various shades that FabIndia merchandise is available in. But we noticed that there are some colours that the brand is biased towards (reds, blues and earthern colours). For this reason, for the summers, we want to expand their palette and introduce some new hues !

Our recommended additions for the summer collection, based on the survey results of the colors the TG liked to wear