FabIndia is an Indian retailer known for ethnic Indian clothing and lifestyle products. They are revamping their online marketing plan to better target customers aged 18-35 in metro and tier 2/3 cities. The summary proposes enhancing their website with customization tools, increasing social media presence, and hosting cultural events to educate customers and strengthen the brand.
7. Talent retention and De-risk margins Market potential for Indian ethnic wear of the retail market is estimated to be around Rs. 9,000 Crores Consultants tips for a profitable retail operating model for the new market :
8. Retail Sector: India Consultants recommendation for a profitable retail operating model for the new market : Revamp based on points 4 and 5
27. 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 city’s 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.
28. 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.
29. Objective Help FabIndia in retaining customers by building lasting relationships and improving loyalty, and acquiring new customers
37. The micro site would be linked to the national supply chain data and regularly updated. This will make the online process centralized and will enable FabIndia meet the demands of the consumer irrespective of the location.
38. Website will serve as the landing page for all online marketing initiatives.
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41. Inform the users about the Culture & Crafts’ Fest
42. Inform and educate the consumers about the 50th Year CSR initiative of FabIndia and engage them to be contribute towards the cause
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45. Regular tweets about the new biometrics application
46. Engage into conversations with consumers (provide solutions to issues they face etc.)
47. Tweets about upcoming ground activities
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50. We will bring this art on ground for them to experience it first hand and also learn it.
51. Every metro will have a 2 day workshop cum exhibition where these artists will put up stalls about these crafts and exhibit the work along with “Live Craft Workshop”,workshops (for more knowledge and interest) for keen audience.
53. This makes the customers more aware of the work put in for their fabric and helps them with their association with brand FabIndia.
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55. Men can be encouraged to increasingly visit the stores with the women in their lives with offers like “ bring your mom/sis/wife/ girlfriend to shop, and get x% off”
56. FabIndia will tie up with various NGOs like Breakthrough, Jagori etc. for their cause of empowering women.
57. Viral video to be launched in association with Breakthrough ( along the lines of Mann keManjeere)Objective- The passion group identifies with the theme ““Women of Today” and results in new customer acquisition
![FABRIC OF INDIA “ A delighted Customer is our Best Brand ” ,[object Object]](https://image.slidesharecdn.com/presentation1-100129180818-phpapp01/85/FabIndia-1-320.jpg)
