Академический Документы
Профессиональный Документы
Культура Документы
fabindia - philosophy.....
Fabindia was founded with the strong belief that there was a need for a vehicle for marketing the vast and diverse craft traditions of India and thereby help fulfill the need to provide and sustain employment.They blend indigenous craft techniques with contemporary designs to bring aesthetic and affordable products to todays consumers. Their endeavor is to provide customers with hand crafted products which help support and encourage good craftsmanship. Their products are sourced from all over India. Fabindia works closely with artisans by providing various inputs including design, quality control, access to raw materials and production coordination. The vision continues to be to maximize the hand made element in our products, whether it is handwoven textiles, hand block printing, hand embroidery or handcrafting home products.
Dont get me wrong; I am not a bleeding-heart Liberal, rather a Libertarian. I dont believe in charity or giving things out for free. I believe that the only way to alleviate rural poverty is to generate sustainable employment, and the only way to do that is if we run our business in a profitable manner.Yes, It seems contradictory that we pursue both a social goal AND profit but I believe that is the only way to do it. - William Bissell
organic products
design intervention.....
Practice of inviting designers Weavers and craftsmen also involved in the design process and made to interact with designers We are promoting an alternate vision for the future; It is collaborative (with the suppliers) in the true sense of a word. It is participatory (with the customers that share our views). Getting customer opinions and views Sticking to their green principles Importance on product innovation and diversification. Suggested prototype developement project
premium stores
regular stores
Regular stores are for the fast moving merchandise and a wide variety and options are available in such stores.
concept stores
Concept stores have very few merchandise but they predominantly function for the testing of certain products in the market, hence very few options.
advertising - is it necessary?
The products have an intrinsic value proposition as opposed to imposed value. It is due to this intrinsic value of our products we never felt the need to advertise. While we will announce the opening of a new store in the local newspaper, we never spend on ads per sec. - William bissell
Strengths of fabindia.....
Quintessential Indianness in fabric through the years - Popular for authenticity of hand-woven fabric Sourcing system from rural India - Strong supplier relationship - Provision of capital loans(in agreement with banks) - Leniency on order fulfilment & no-return policy - 100% use of suppliers capacity Sustainable employment opportunities to rural skilled poor Employees are given autonomy and hence inducing accountability Focus on customer retention instead of generation - Large chunk of buyers are repeat purchasers - Product quality improvement done keeping this in mind Word-of-mouth strong enough not to require any advertising
Weaknesses of fabindia.....
Delays in delivery from artisans - Opportunity losses due to irregularity - Difficult to predict quantity and time of thaan coming from weaver - also arises as different stores are encouraged to order different stock Insignificant spend on marketing communications - Losing out on attracting new customers instead of depending only on repeat purchase -Not enough personnel to push Fabindiato greater growth Unavailability of people experienced in retail sector - Unavailability of people believing in the same mission - More formal processes would face resistance from existing employees Untimely delivery of products - Transport, storage and shelf-life issues of organic foods - Suppliers were spread pan-India
Threats....
Unorganized local operators - Handloom retail shops/chains in regional pockets - Souvenir shops providing indigenous products at lower prices Entry of organized brands and companies into retail - High expected growth & entry of business houses in large ways - Competitors access funds from conglomerate partners or markets Tilt of Indian consumers towards foreign brands - Foreign brands alter lifestyle choices of the target market - Imported or designer home furnishings have greater flaunt value vis-a-visFabindia Development of government co-operatives - Boost in future to KVIC and state handloom units - Improvement in their ambience and shopping experience Rising prices of real estate could hamper growth - Opening new stand-alone stores will be tough -Experimenting with formats and markets may not be advisable
Opportunities.....
Latent potential of organic foods market: - Leveraging changing consumer tastes & perceptions - Awareness generation of merit in these foods Utilize multi-brand retail outlets and construction groups - Display of Fabindiaproducts in MBOs and department stores - Leverages footfalls of the store, increasing likelihood of sales - Use of Fabindiahome furnishings in modular flats of buildings - If consumer buys this flat or any other, and is impressed, will use Fabindiafurnishings Leveraging Web 2.0 tools and techniques - Tying up with matrimonial sites for designer fancy wedding wear - Interactive website for designing as per individual requirements - Customization level is high - Lead time between fixing of occasion date and event can be used fordelivery
The solution does not always lie in advertising or the communication. Innovation can be at any level, you need an eye to identify what that innovation would be and how easily it can be encashed upon in the most interesting yet engaging manner.