fabindia final

8/2/2019 Fabindia Final

1/40

Fab India: Patna

Retail OperationsSubmitted By:

Archi Agarwal

Divya SrivastavGargi Pathak

Malvika Singh

Manik Arora

Neha Sharma

Vasudha Pant


2/40

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


3/40

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:


4/40

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


5/40

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.


6/40

Menswear Womens wear

furniture

Gift items

Jewellary

Upholstery Personal care

Italy, China, UAE, India


7/40

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


8/40

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.


9/40

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.


10/40

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.


11/40


12/40

Fabindia:Patna

Location: 111 A ,PatliputraColony ,Patna BiharInfrastrucure: Residential

BuildingUtilites: Sanitation ,Fire

Extinguisher,Trial Rooms,AC,Water,ElectricityConnectivity: Road


13/40

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.


14/40

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.


15/40

Y

Y

X X

HIGH QUALITY

HIGH PRICELOW PRICE

LOW QUALITY

PERCEPTUAL MAP


16/40

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


17/40

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


18/40

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


19/40

TO

PATLIPUTRA

F

P

C

M

MOD

HOSGAN

TO

BOR

DANAPUR ROAD

FAB INDIA ROAD MAP-

FROM KURJI


20/40

Supply Chain


21/40

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


22/40

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


23/40

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


24/40


25/40


26/40


27/40


28/40

PRICE

INDIAN- Rs. 400-4000Menswear

INDIAN- Rs. 400- 2500

WESTERN-Rs. 400- 2500Womenswear

COTTON AND SILK- Rs.795-7000

Saree

RS. 60-400organic products


29/40

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


30/40

Store manager

Assistant store manager

Sales

personnel

Managing director

Sales

personnel

Sales

personnel

Sales

personnel

Regional manager

ORGANISAIONAL STRUCTURE :


31/40

NO. OF EMPLOYEES- 8

STORE MANAGER- 1

ASSISTANT STORE MANAGER- 1

SALES PERSONNEL- 4

GUARDS- 2


32/40

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


33/40

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


34/40

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


35/40

Sale on:Apparel

Available in:Koramangla, Commercial

Street, Magrath Road, Whitefield,

Jayanagar, Hebbal, Greater Kailash.Started: 15 March 2008

Ended: Till stocks last


36/40

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


37/40

FABINDIA BELIEVES: A DELIGHTED

CUSTOMER IS OUR BEST BRAND

AMBASSADOR


38/40

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


39/40

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


40/40

THANK YOU..

fabindia final

Documents