In this presentation we have studied the growth story of fabindia. We also see the challenges faced by them and hence have done competitor analysis and SWOT for the company. Also, the recomm…Full description
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SUBMITTED BY:-SUBHAJIT PAUL ROLL:-PG-09-106 SUMMER TRG:-FAB INDIA
ABOUT FABINDIA
FABINDIA was founded with the strong belief that there was a need for a vehicle to market the vast and diverse craft traditions of INDIA and thereby help fulfill the need to provide and sustain rural employment. In 1958 John Bissell left New York to work as a consultant for the Ford foundation. Highly impressed with the Indian handloom textile he decided to exhibit this craft to the outside world. This led to genesis of FABINDIA in 1960,primarily as an export house in order to provide equitable employment and to fuse the best aspect of East-West culture. In 1975 the first FABINDIA retail outlet was opened in Greater Kailash, New Delhi. By the early eighties,FABINDI eighties,FABINDIA A has forayed into the production of garment made from hand woven and hand block printed fabrics.
CONTINUED
PRESENCE:-
The stores of FAB FABINDIA INDIA are located located all over the world world with 99 stores in all the major cities and states of India. Moreover FABINDIA offers its stores in various international places including UAE, Dubai, Bahrain, Italy and Rome. INDUSTRY OVERVIEW
The apparel industry is India's largest foreign exchange earners, accounting accountin g for nearly 16% of India's total exports. exports. In 1996 India textile export amounted to rupees 35000 crores of which apparel occupied over rupees 14000 crores . The traditional cloth market is growing at a rate of 11% a year.
PRODUCT PORTFOLIO Its product ranges from:
Garments for men and women.
Accessories
Home linen and furnishing.
Home products
Floor coverings
Body care products
Organic food products and ethnic jewellery
MARKETING MIX
PRICE:-
FABINDIAS product FABINDIAS product range range enables 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 customer cost remains affordable and gives value for money. To this end it has expanded its range of garment starting from rupees 200 to rupees 2000 in order to provide something for its customers. PROMOTION :-
FABINDIA has FABINDIA has tradit traditional ionally ly relied relied on word word of mouth mouth advertising. It believes that product speaks for itself and this strategy has uptill now worked very well. It believes that only problem in this strategy is that customer do not know the location of the store, so to overcome this they have started using various tools such as mobile marketing, advertorials in newspaper to aware the customers about heir stores.
Contd...
PLACE:-
It has 99 stores stores location across across India. It is trying to increas increase e coverage in order to make sure that the products are available at large number of places as possible. It also differentiate its store according to the products stored. This ensures convenience for the customer since the products are available in the same store or in the nearby stores. PRODUCT:-FABINDIAS
product are its differentiatin differentiating g factor and it has made sure that the quality and style of the product is maintained over the years. It has a wide range of products ranging from garments to organic food. All the products have one factor in common I:e handmade and thus supports artisans. This is a very strong customer value leveraged by FABINDIA which support poor artisans and provide livelihood to a large no. of people. people.
COMPETITION Secondary competitor
Strength
Weakness
Tailoring outlets
1. Reaching out to customers with large dispersion. 2. Ensures convenience of demanding service.
1. Very fragmented business approach.
NGO¶s
1. Strong community based operation. 2. Complementary products manufactured with other firms.
1. Lack of retailing expertise and inability to minimize cost.
1. Nati Nation onal al pr pres esen ence ce of outlets. 2. Re Reta tail ilin ing g exp exper erti tise se and and competitive pricing
Designer Boutiques
1. Scop Scopee of of pr prod oduc uctt customization. 2. Hi High gh level of customer intimacy intimacy..
Weakness Diversity of product is very less.
No uniformity in price across products.
SWOT ANALYSIS
STRENGTHS:-
weakness:-
Differentiable Differen tiable products.
No promotion strategy.
Brand recognition and loyalty.
Limited business channels.
Diverse product mix.
Inconsistentt product quality. Inconsisten
In house manufacturing manufacturing..
Low awareness.
Price trend setters.
Different categories of store.
Customer
loyalty.
Cont.
O P PO R T U N I T I E S : -
Promoting Organic
e-business channel.
food products.
Customer
acquisition strategies.
THREATSSubstitute producing competitor. Not in touch with fashion trends.
Government Interventions
Indian apparel manufacturers are facing severe problems given that the rise in price and scarcity of fabrics and the industry has sought govt interventions to initiate some kind of mechanism that will check uncontrolled exports of yarns and cotton from the country. Garments exporter association has expressed concern over the sharp rise in price of cotton which is severely affecting the performance of Indian apparel industry. The price of yarn are rising given the rising exports of cotton to western countries. It is manufactured in western countries and again exported to India which is giving tough time to apparel manufacturers. Government is thinking of banning exports of cotton or put on end of high quality exports from going to western countries. Government has been requested to impose high duty on cotton export in order to deter exports of cotton.
FUTURE PLANS
The future plans of FABINDIA includes leveraging the organic products section, since it is still in a nascent stage in India. It plans to expand nationally and internationally.it is also trying to reduce the number of defects in the products to a minimal which includes bleeding of color, shrinkage etc.
For FABINDIA William Bissell has set a very ambitious target of reaching 250 stores and a turnover of rupees 2000 crores at the end of 2011.the growth is expected to come from new stores as well as increase in sales from existing stores. This increase will be achieved by increased emphasis on premium products.
Growth in locations was expected to come from expansion in overseas market as well as greater penetration in the markets in the smaller towns. FABINDIA planned to expand significantly in Tier II and Tier III II I cities.
