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Fab India: Patna
Retail OperationsSubmitted By:
Archi Agarwal
Divya SrivastavGargi Pathak
Malvika Singh
Manik Arora
Neha Sharma
Vasudha Pant
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HistoryFounded by:John Bissel, who left New York in1958 to workas a consultant for the Ford foundation. Highly impressed with
the Indian handloom textile he decided to exhibit this craft to
the outside world.
This is how FABINDIA was
established in 1960, primarily as an export house in order to
provide equitable employmentand tofuse the best aspect of
East-West culture.
In 1975 the first FABINDIA retail
outlet was opened in Greater Kailash, New Delhi. By the early
80s, FABINDIA has forayed into theproduction of garment
made from hand woven and hand block printed fabrics.
Current Head: William Bissel
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Fabindia is India'slargest private platform for products that are made fromtraditional techniques, skills and hand -based processes.
Fabindialinks over 40,000 craft based rural producers to modern urban markets,thereby creating a base for skilled, sustainable rural employment, and preservingIndia's traditional handicrafts in the process.
Fabindia promotes inclusive capitalism , through its uniqueCOC (community ownedcompanies) model. The COC model consists of companies, which act as value addingintermediaries, between rural producers and Fabindia. These are owned, as the name
suggests, by the communities they operate from; a minimum26% shareholding ofthese companies is that ofcraft persons.
About FABINDIA:
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FactsWholesale Exports:-
Fabindia exports to over 33 countries worldwide, to wholesalers as well asretailers. Products include home linens as well as garments.A special collection is developed for exports twice a year, which is showcased at
the Indian Handicrafts and Gifts Fair, New Delhi in Spring and Autumn . Thiscollection draws on different techniques to present a range of home furnishings
comprising of bed and table linen, with a focus on textures both visual and
tactile.
Institutional Sales:-Fabindia has a dedicated team of professionals to handle product customizationand interior consulting for heritage hotels, resorts and corporate houses
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Product:The product range consists of:
Garments for men, women, children and infants;Garment accessories;Home furnishings bed, bath, table and kitchen linen,Upholstery fabric - curtains, floor coverings
and a range of non textile products like:Furniture,Lights,LampsStationery.
Fabindias product line also includes:
Organic foods andPersonal care products.
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Menswear Womens wear
furniture
Gift items
Jewellary
Upholstery Personal care
Italy, China, UAE, India
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Headquarter:
Fabindia Overseas Pvt. Ltd.
Head Office: B-53, Okhla Industrial Area, Phase -1,
New Delhi 110020, India
Registered Address: N-14 Greater Kailash - I, New Delhi110048, India
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Target customer:
Intellectual, Sophisticated Elite
Brand positioning:
Premium ethnic wear brand using fine Indian fabricsand dye stuff. Home decor, organic products andpersonal care products of premium quality.
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CompetitorsStrengths Weakness
Tailoring Outlets
1.Reaching out to customer
with larger dispersion.
2.Ensures convenience of
demanding service
Very fragmented business
approach.
NGOs Promoting
Handicrafts
1. Strong community based
operations.
2. Complementary products
manufactured with other
firms.
Lack of retailing expertise
and inability to minimize
costs.
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RETAILING HOUSES : Strengths Weakness
Government Handloom
Initiatives
(Khadi Gramodyog, Cottage
Industries Emporium, State
Government departments)
1.Strong legacy attached to
products.
2. Subsidized manufacturing
and costs.
1.Business is heavily
influenced by bureaucratic
approach of employees.
2. No significant product
evolution.
Designer Boutiques
1. Scope of product
customization.
2. Highest level of customer
intimacy.
1.No uniformity in price across
products.
2.Limited models of SKUs
manufactured.
Organic Foods (Reliance,
Godrej Agrovet, ITC Foods,
Organic India)
1. Well established business
houses with high brand equity.
2. Established and
technologically equipped
supply chains.
1. Profitability concerns as
organic market is still at
nascent state.
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Fabindia:Patna
Location: 111 A ,PatliputraColony ,Patna BiharInfrastrucure: Residential
BuildingUtilites: Sanitation ,Fire
Extinguisher,Trial Rooms,AC,Water,ElectricityConnectivity: Road
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Macro Factors Political Ethnic concept; Less political influence
Economical Changes according to economical conditions
(Eg. Recesion :Markdowns)
Social Wide acceptance :Indian /Ethnic wear
People have inclination towards western culture
so fusion lines need to be worked on
Technological Better technology leading to better trims;
less cost
Environmental Type of Fabric used (Eg: Heavy Fabric(cold climate);Quilts and collection for the same.
Legal Abide by rules and policies;
Stakeholders(customers, employees ,share
holders ,suppliers) optimum benefits.
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Store layout
Store lay out is free flowing and designed in
such a way that customer gets enough space togo through the merchandise with ease.
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Y
Y
X X
HIGH QUALITY
HIGH PRICELOW PRICE
LOW QUALITY
PERCEPTUAL MAP
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GROUND FLOOR RIGHT SECTION
W
D W
W
W
W
BED
BOARD
G C
W
W
T
W
M
WOMEN
SECTION
LINEN/FURNITURES
COUNTER
ENTERANCE
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GROUND FLOOR LEFT SECTION
T
TWU
W
U
WU
W
UW
U
WALL UNIT
W
U
C
WU
BED
CDU
T
Women section
Kids and linen
Linen/furnishing
CDU
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FIRST FLOOR LEFT SEGMENT
S
O
F
A
SOFA
SOFA
TAB
LE
TABLE
M
WWW
WUDTt
w
w
w
c
WW
w
w
wbed
Wall unitW
LINEN
MEN
WASH ROOM
TOFAB INDIA ROAD MAP
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TO
PATLIPUTRA
F
P
C
M
MOD
HOSGAN
TO
BOR
DANAPUR ROAD
FAB INDIA ROAD MAP-
FROM KURJI
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Supply Chain
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Store:
Footfall : 200 weekends, 150 weekdays. Layout: Free flowing Store area: 3500 sq ft Store timings: 11 a.m- 8 p.m. Fixtures: Wall units, Central display unit,
hangings. Themes are created at different corners to form an
image in the customers mind as to how their living
rooms or dining rooms would look like. Eg. coffee
corner, study corner, bedroom etc
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Merchandise: Who selects- store manager How to select: fab connect software Stock turnover- 15 20 Days Display: Frontage presentation Merchandise ordering is done on the basis of customer demand
Merchandise
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menswear womensw
ear
Accessories Home
decor
Organic
products
Personal
care
Kurta Salwar
kurta
skirts Belts Furniture Pickles skin care
products
Super
shorts
churidar trousers Purses Bed linen Pulses Hair care
products
Short
kurta
saree kurta Bags Bath
linen Medicines
Body care
products
churidars Tunics Bangles. Table
linen
spices
jackets Shirts Neck pieces
sherwani Dupatta Earrings
trousers
Womenswear
Indian Western
width
D
E
P
T
H
Merchandise
mix
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PRICE
INDIAN- Rs. 400-4000Menswear
INDIAN- Rs. 400- 2500
WESTERN-Rs. 400- 2500Womenswear
COTTON AND SILK- Rs.795-7000
Saree
RS. 60-400organic products
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Double bed-Rs. 735-2500
Single bed- Rs. 430-1800
Quilt- Rs. 1800-3000Bed linen
Bath robes and towels-Rs. 250-1500Bath linen
Rs. 58- 300Personal
care
Rs. 160- 700accessories
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Store manager
Assistant store manager
Sales
personnel
Managing director
Sales
personnel
Sales
personnel
Sales
personnel
Regional manager
ORGANISAIONAL STRUCTURE :
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NO. OF EMPLOYEES- 8
STORE MANAGER- 1
ASSISTANT STORE MANAGER- 1
SALES PERSONNEL- 4
GUARDS- 2
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PROMOTION
Fabindia has traditionally relied only on word-of-mouth as a
marketing tool. It believes that a product speaks for itself. It
has started using tool such as
Mobile marketing
Advertisements in newspapers/magazines
In-store posters
Hoardings
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PROMOTION OF
HAND-KNOTTED
AND TUFTEDCARPETS
Sale on:Household
Available in:Koramangla, Commercial
Street, Magrath Road, Whitefield, Jayanagar,
Hebbal, Greater Kailash.
Started: 22 Nov 2008
Ended: 30 Nov 2008
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PROMOTION OF
GARMENTS
Sale on: Womens Wear, Mens Wear, Apparel
Available in: Koramangla, Commercial Street,
Magrath Road, Whitefield, Jayanagar, Hebbal,
Greater Kailash.
Started: 5 Mar 2010
Ended : 8 Mar 2010
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Sale on:Apparel
Available in:Koramangla, Commercial
Street, Magrath Road, Whitefield,
Jayanagar, Hebbal, Greater Kailash.Started: 15 March 2008
Ended: Till stocks last
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Furniture promotion at FabIndia
Start: Feb 19 2009
End: Feb 22 2009
Details: Showcasing its range of
contemporary wood furniture at select
stores for sales.
Contact:4254-9000, 3244-9274, 4148-
1017, 3296-6131
Venue:
Fabindia, Koramangala; CMH Rd; Eva
Mall; Whitefield: Home design Center
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FABINDIA BELIEVES: A DELIGHTED
CUSTOMER IS OUR BEST BRAND
AMBASSADOR
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Fabindia has been highly successful in creating a pool of
repeat customers, who come again and again for the unique Fabindia experience.
Around95% of the customers of Fabindia are repeat customers..
The core values of Fabindia have always been to provide its customers with
quality products which reflect the unique Indian culture and tradition.
Since most of Fabindias customers are repeat customers, the motivating factor forthe customer remains the quality and consistency of product and the service
provided by Fabindia.
The expansion in merchandize mix is mainly done through customer
feedbackespecially that of its loyal customers.
CUSTOMIZATION
WEAKNESS
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STRENGTH
Differentiated products
Brand recognition
Customer loyalty
Trained staff
Neat and pleasant ambience
weak promotion strategy
Basic designslocation
OPPORTUNITY
Organic food items.No competitors present in thevicinity.
THREAT
upcoming bold styles.Increase in the number of
competitors.
SWOTANALYSIS
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THANK YOU..