Marketing planning

Marketing planningIntroduction This assignment is submitted in fond(p) fulfilment of the marketing planning unit. I earn been asked to conduct macro- surroundingsal and micro environmental marketing audit to identify the authorized and key issues facing the arrangement I propose to launch a Fabindia store in Milan, Italy.The report outlines reasons for undertaking the audit and appraises the processes, models and techniques used for the audit. It also assesses the external and internal marketing environment for the organisation and summarises the impact of this analysis for the organisations marketing plan and marketing mix. Fin totallyy have proposed a marketing plan exposit intimately how it post be executed.1.About Fabindia1.1 HistoryThe first Fabindia outlet was set up in 1961 by John Bissell to provide a platformfor traditional artisans and printers to market their produce to typesetters case diversecraft traditions of India.1.2 Current PhilosophyEco-fri curiosityly, ethical hand crafted Indian products.MissionTraditional, ethnic products creating sustainable employment for craftsmen andartisans in rural India.1.3 Current laughingstock AudienceRetail-Age Group non specificSex male FemaleEconomic Class Upper and higher middle class.Geographical Places Metros, layer 2 tier 3 cities.Institutional BuyersHeritage hotels, resorts corpo assess houses.1.4 Current Product RangeGarments for men and women, Accessories, Home Linen and Furnishings,Home Products, Floor Coverings, automobile trunk Care Products and more recently, totalFood Products and ethnic jewellery.1.5 Timeline of its stores1976 1st retail outlet, New Delhi.By 2001 6 stores concentrated in the metro cities.By the end of 2004 20 stores.By the end of 2007 75 retail stores across India and in addition, stores in Dubai,Rome and Guangzhou in China.By 2008 99 stores.By 2009 108 stores.By 2011 prey of having 250 stores.Fabindia Retail Snapshot108 stores across 40 cities6 stores abroad. Dubai, UAE, Bahrain (three stores), Doha, Qatar and in Rome, Italy.Online Shopping Exports to 34 countries1.6 Sales tax2000-01 Turnover of 36 crore rupees2005-06 Turnover of Rs 130 crore.2007-08 Revenue of Rs 257 crore2008-2009 Revenue of Rs 300 crore. but growth more than halved to 17% from40% in 2007-08.By 2011 Target turnover Rs 1000 crore.1.7 Future PlansLeveraging the Organic Products section, childrens market.Expand nationally internationally.100,000 shareholders and five-fold outgrowth in skilled jobs in the rural sector.Reduce the number of defects in the products to a minimal which include bleeding of colours, shrinkage etc.2. Internal Audit2.1 SWOT AnalysisSTRENGTHSdifferentiable products,Diverse product mix,International appeal,Eco-friendly, ethical, graphic smart,Showcases diverse Indian craft traditions contemporary styles,Creates employment for craftsmen in rural India,Different categories of stores,Products all age groups form of economic stra ta,Constant development innovations product line,Partnering suppliers sourcing from 21 states across India,Big distribution network,In-house manufacturing, customer Loyalty,Manifold growth of most artisan suppliers linked all to Fabindia.No sensitiveness active the brand,Limited channels of business,Sourcing strategy skewed towards suppliers,Competition from brands having resembling product range,Inconsistent quality of products.WEAKNESSESTHREATSTime-lines and delivery schedules dependent on too many variables,Monitoring and Supervision contemporarising and bench marking of traditional skills based products,Building Capacity time and resource intensive,Not in touch with Fashion Trends,Competition from leading Italian brands stores.In store merchandising,Promoting e-business channel,Interactive website for customized patterningOrganic foods market,Customer acquisition Strategies,Growth in demand eco-friendly products,Growing interest Indianculture, handicrafts textiles ,Milan host for 1 of worlds most prestigious furniture and design gracefuls.Milan virtuoso of worlds major financial business centres,Worlds twenty-sixth fecundest city bypurchasing power.OPPORTUNITIES3. External Audit3.1 PESTEL AnalysisPoliticalChange in implementation of rules regulations with introduction of new government.Eg No foreign collaborations, no foreign goods and products approaching in the Italian market.Changes in policies by existing Indian government. Refer RESEARCH net.doc5.1.1EconomicalChanges due to economical descend.Eg. Reduction in employment rate purchasing power ofpeople, resulting in low sales.SocialSocial acceptance towards certain colors might vary according todifferent cultures and stratas of society.Eg Products in sparkly colors which are popular in India is notsocially accepted in Milan. Refer RESEARCH final.doc5.1.3TechnologicalUtilizing technology infrastructure of international standards.Eg. CRM software implemented in stores will help i nmaintaining centralized database.This will help Fabindia in retaining customers by building lastingrelationships improving Loyalty.Environmental hearty used for making products not ap elevated allowed byItalian Government.Eg. If products are found to be make of materials hazardous tothe environment the Italian government stick out take strict actionsagainst the company under the Environmental Protection Law.ReferLegalDifference in manufacturing standards , process , trading etc.Eg. Conformity to European standards and CE marking.Taxes for businesses in Italy. Refer RESEARCH final.doc5.1.63.2 Impact of Porters 5 Forces Threat of SubsitutesThere should not be threat of substitute to the products of Fabindia since they are eco-friendly organic products which have replaced the ordinary conventional products are in huge demand.Market Segmentation4. Market Segmentation Age GroupAll age groups.SexMale FemaleEconomic ClassNot specificGeographical PlaceMilan, Italy.Fabindia intends to continue expanding internationally currently 6 stores abroad.Milan very important city in Italy one of worlds major financial business centres.Main goal of Fabindia to promote vast diverse craft traditions of India.Since there is a growing interest among Europeans about Indian handcrafted products, Indian textiles, art cultures, Fabindia holds lot of potential in European market.Fabindia very ethical eco-friendly company which supports many causes Europeans corresponding being part of much(prenominal) endeavours.Fabindia does not target any specific age group or any specific economic strata, has something for every one.Fiera Milano citys ExhibitionCenter and Trade Fair complex is one of most important in the world Milan is one of fashion capitals of the world. Fabindia wants to increase its spheric reach, since lot of international buyers visit Milan, it can prove to be salient opportunity for it.The employment rate in Milanis 95-96% therefore the spending power of people is very high.Thus opening a store at Milan should prove to be beneficial.5. Proposed Marketing MixExecutionThey should carry out extensive market research, study kind of products established stores are selling. Meetings with designers artisans can be conducted designers concord inputs on current market trends and emerging designs to weavers brainstorm advanced(a) techniques.They can design stylish products emphasizing on Indian craftsmanship explore rich Indian fabrics with numerous surface ornamentation techniques.Range will be unsharedly designed for the Milan market.They can take customer feedback finished their online website know preferences of their customers design accordingly.Product range fine combinations of Indian aesthetics and western design sensibility.Farmers will supply Fabindia with organic varieties from places like Himachal Pradesh, Punjab, Coorg, Tamil Nadu.They believe giving farmers fair price for their produce, and supplying very highest qua lity food to their customers.5.2 PriceProducts different price ranges. Products will be affordable, will give value for money. It hasexpanded its range- to provide something for all its customers.ExecutionType of ProductsPriceRange ( Euros)Textile-based product range5-15Home Products range20-300Fabindia Organics3 onwardsFabindia Sana3-305.3 Place Fabindia should be strategically laid at Sesto San Giovanni full of commerce, restaurants, hotels, malls, quetch station, red line of Metro. Brand Zara home is located there Habitat is near by.2 eco hotels Hotel la Residenza Via Scialoia or Hotel Ariston, Galeria del Corso near Sesto San Giovanni can be considered. topographic point del Duomo is also very good location which attracts lot of people boutiques, bookstores big stores to indulge in elegant and cultural shopping.They can haveconcept stores or premium stores located in famous historical landmarks and renowned big heritage for convenience of potential buyer and creation of overall sensation.ExecutionWith help of Search patch Space (SOS), can find appropriateplace.FREE Service They are paid by advertisers.Impartial Advice Their mission is to find space that meets YOUR requirements.They provide with swerve made options that match your specifications.They take care of entire search show options, help draw a shortlist, arrange foryou to view space, compare prices, make your final selection and arrange your move-in date.5.4 PromotionPromoting its products, mostly through posters, word of mouth and events.Placing ads in local newspapers about ongoing events organized in store to increase awareness about store locations, usinglot of in-store posters to create consumer awareness about products and rural suppliers etc., putting up hoardings, creating awareness social causes which they represent associate with, promote through website.ExecutionGlobalCom PR-Network is worldwide group of full service PR and Marketing Communications agencies. It more than 40 partners and affiliated agencies cover all member states of European Union. Their strength is their local expertise in all European market.Portfolio includesPublic Analyst RelationsMarketing CommunicationsOnline MarketingMarket ResearchMedia planningBy engaging professional PR agency conversant with Italian Market environment, different strategies can be devised to promote store.5.5 Process It believes Delighted Customer is our Best BrandAmbassador. It should focus on customer retention build loyal customer base.ExecutionIt should implement CRM software aims to help maintain centralized database to stay fresh records of customers, details about past purchases, preferences or by having Value Customer Card gives history customer details each time, card is swiped.They should have synergetic events for customers with design team, customers can get style tips, Feedback sessions between Fabindia designers customers loyal customers can be given certain privileges get sp ecial invites to events organized by Fabindia like exhibitions, concerts. will help it in retaining customers improving loyalty.5.6 Physical EvidenceBy endorsing and sponsoring events- creative communication tools innovative activities attract customers gaining maximum publicity possible.ExecutionHaving in store posters to create consumer awareness about dyes used in products, products and where they come from, i.e. rural suppliersHaving dcor and layouts highlight traditional and natural focus, having catalogues giving details current merchandise, LCD screens playing how artisans work manufacture, brochures informing Fabindia events lined up, Indianised eco-friendly stylish carry bags with personalized thank you cards, leaflets informing causes Fabindia supports eco-friendly practices it follows.5.7 PeoplePeople working with and for Fabindia representatives of Fabindia. They should be aware of all its products, be knowledgable, friendly, helpful, attentive, speak lot of languages and develop good customer relations.Store personnel encouraged to transgress clothes that reflect Fabindia ethos of traditional and natural look.ExecutionFabindia should register on website of recruiting agency help it to find its potential employees.Fabindia should train people with required knowledge and customer service.People working in store can attend regular training programmes.6. Ansoffs Grrowth Strategy6.1 MARKETING STRATEGY FOR FABINDIA MILAN USING ANSOFFS GRIDMilan potential market with growing interest among Europeans about Indian handcrafted products, Indian textiles cultures Fiera Milano citys Exhibition Center one of most important in world visited by manyinternational buyers, great opportunity for Fabindia help increase global reach.Fabindia very ethical eco-friendly company, supports many causes Europeans like being part of such endeavours.Currently Fabindia store in Rome, Italy has been doing well.Fabindia expand internationally to create b rand awareness in new place, to launch itself in different parts it should use Market Development Strategy .Fabindia very popular for its fashion apparels mostly made of homespun cotton. But one cannot wear cotton due to climatic conditions in Milan.The colors of Fabindia products mostly very colourful, but due to gloomy tolerate in Milan larger population prefer pastels mid tones of all colors summers and winters black n brown rules.Milan fashion capital houses leading brands, famous for their innovative designs.It is important for Fabindia to have its merchandise designed their range planned as per market in Milan I strongly suggest Product Development Strategy. workCore values of Fabindia to provide quality natural products, reflect the unique Indian culture hence Isuggeststore can be located infamous historical landmark have layouts highlight traditional and natural focus.Store showcases rich legacy of Indias traditional weavers, offering wide array of styles conte mporary and sophisticated, must create distinct image location must be chosen with utmost care.Fabindia very ethical eco-friendly brand Ariston hotel first ecological hotel of Italy- perfect place for exclusive Fabindia store.Ariston hotel situated in heart of Milan, 500 metres from the Duomo, monuments ,few steps from Via Torino shopping area.With privileged position compared to other 3-star, near Piazza del Duomo andsubwaystops(to New Fair). actually well serviced bytram, bus.Very strategic location connected to all important places renowned museums, monuments famous shopping streets, restaurants, pizzerias movie theaters near the Duomo awareness could be created through advertising strong-arm evidences.Since new market no awareness, needs to carry out lot of promotional activities. usher out organize events like authentic Indian food festivals, , interactive workshops with Indian designers, showcasing the rich Indian culture.Fabindia associated with social causes, c reate awareness about involvement and brand. Can organize social events , sponsorships, advertise in magazines, hoardings, posters to create consumer awareness,Know what you wear Workshop. Makes customers more aware of work put in for their fabric and helps them with association with brand FabIndia.Lot of competition leading established brands in Milan selling similar products.They need to create distinct image come up product range exclusively for Milan after doing a detailed market research, products with innovative ecofriendly stylish designs withIndianised touch. Lot of importance laid on aesthetic appeal good quality.Should focus on customer retention work on strategies to build a loyal customer base.These are my recommendations for launching Fabindia in Milan.Feedback MechanismMystery Shopper ProgramIn mystery shopper program, person hired by management goes to every store and shops there and then give feedback according to customer perspective.Store people never come to know or suspect anyone whether he is a mystery shopper or not. Detailed feedback is given to every individual shop. It consists of minute details signages outside, restrooms, behavior of staff.So it serves as a tool to provide separate customer satisfaction.Feedback registers Feedback questionnaire to be filled on the websiteCustomer feedback by maintaining visitors register to record customer views or through questionnaires filled online.Store managers can bone up report, periodically reviewed by Product Selection Committee to know about buying pattern among consumers.CRM software Value Customer CardCRM software can be implemented to maintain centralized database to keep customer record details or by having the Value Customer Card history details of customer each time, card is swiped.Can get to know fast slow moving products, popular styles can accordingly do range planning.Can have meeting every month to review performance discuss measures to be taken to improve sal es increase consumer satisfaction.