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    M-Paw: We Suit You

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    Jack Trader
    The document discusses a startup luxury clothing brand called Fabrikam. It provides details about the company's background, market insights, challenges around brand loyalty and positioning, and a marketing plan to address these challenges which includes segmentation, targeting, expanding digitally and through franchising.

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    M-Paw: We Suit You

    Uploaded by

    Jack Trader
    30 views16 pages
    The document discusses a startup luxury clothing brand called Fabrikam. It provides details about the company's background, market insights, challenges around brand loyalty and positioning, and a marketing plan to address these challenges which includes segmentation, targeting, expanding digitally and through franchising.

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    Marketing Management Assignment

    Original Title

    MPAW_Presentation

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    The document discusses a startup luxury clothing brand called Fabrikam. It provides details about the company's background, market insights, challenges around brand loyalty and positioning, and a marketing plan to address these challenges which includes segmentation, targeting, expanding digitally and through franchising.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    30 views16 pages

    M-Paw: We Suit You

    Uploaded by

    Jack Trader
    The document discusses a startup luxury clothing brand called Fabrikam. It provides details about the company's background, market insights, challenges around brand loyalty and positioning, and a marketing plan to address these challenges which includes segmentation, targeting, expanding digitally and through franchising.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 16

    FABRIKAM

    M-P A W
    We Suit You
    Introduction
    Startup which is in the luxury
    clothing segment, located in
    an urban metro market also
    looking to expand to new
    territories

    FABRIKAM
    Incorporated by 2 fabric experts with over 15 years of domain experience in fabric
    About Us industry, have ventured into niche retail segment of luxury clothing.
    The company’s first unit has opened a shop in Jan 2021 at a prime location in Mumbai
    under the brand name of “Fabrikam”

    ESTD: 2021 The company has aspirations to reach 30 stores in 5 years across most metros in the
    country

    3
    Some Market Insights

    Market Size Market Share by


    The global luxury Channel
    apparel market size was 80 % Offline in
    estimated at USD 70.35 traditional stores
    billion in 2019 and is
    expected to reach USD 20 % Online across
    72.13 billion in 2020 various e-tailers &
    brand websites

    4
    Problems / Challenges
    The marketing perspective

     Creating Brand Loyalty


     Brand Positioning
     Market Development

    5
    Problems / Challenges
    The marketing perspective

    Creating Brand Loyalty & Brand Positioning


    APPROACH
    1) Market Segmentation
    2) Targeting Correct Segment
    3) Create a Brand Loyalty by effectively using the brand
    positioning template

    6
    Market Segmentation
    Demographic

    Behavioural

    Psychographics

    7
    Targeting
    Function aims at targeting specific clientele based on the segmentation created based on:-

    Desired Psychographics Target Group


    Lifestyle, Interests Classes or Masses

    Desired Behavioral Desired Demographics


    Loyalty Program Members, Club Members Age, Occupation, Gender, Income Group

    8
    7 P’s
    Product: Highlighting Product Process: Tailoring is an art
    Place: Area of Business People: Telling s story about craftsmen
    Price: Speak about the range Physical Evidence: Store Environment
    Promotion: Devise strategy around promotions

    9
    Positioning Template
    Using the below 3 parameters we will assess the positioning statement of the brand

    1 2 3
    Who Should be Targeted Brand Goals & Frame of Reference Point of Difference
    Based on targeting exercise Identifying and aligning the needs of the Establishing niche UVP as against
    identification of the targeted market customer with that of the brand competition

    Positioning Statement
    A quality luxury brand aiming to provide high end apparel to targeted segment of clients who seek to be different &
    wish to stand out from the rest and provide a bespoke tailoring with strong DNA of the brand
    10
    Problems / Challenges
    The marketing perspective

    Market Development Problem


    APPROACH

     Expanding Place / Offering of Product


     Upselling
     Attracting non-users
     Attracting competitors’ customers

    11
    Threat of
    Porters Five Forces Substitute
    Products
    Applying risk factors using Porters Five Forces
    And understanding high and low risk avenues

    Bargaining Existing Bargaining


    power of Rivalry in power of
    suppliers Industry Consumers

    Threat of
    new
    entrants

    12
    PESTEL
    PESTEL factors determining the business

    P (Political)

    E (Economic)

    S (Social)

    T (Technological)

    E (Environmental)

    L (Legal)
    PLC
    Product Life Cycle
    PLC Observation
    3.5

    2.5

    1.5

    0.5

    0
    Introduction Growth Maturity Maturity Decline

    14
    Marketing Plan
    Factors Considered while giving the marketing plan

    Franchising
    Brand Extension to other geographic locations
    Expand Sales Horizon
    Along with brick & mortar store go Digital  With the technical knowhow the
    Correct Segmentation brand may be extended to various
    Identify Target Market  Expand the capability of the brand in geographics as a traditional store
    the digital space
     After Segmentation of the market it is
    time to understand the right market
     Create limitless experience for BTL Activities
    customers
    Camps across segmented audience to create
    for targeting communication awareness

    Communicate Promotions
    Marketing Communication Add Value

     Brand awareness communication to  Brand awareness communication to


    the specified market the specified market
     Create Value Propositions  Create Value Propositions
    15
    FABRIKAM

    Thank you!
    Group 5

    Shabeena | Abdul Wahid | Praveen | Girish | Vipyn | Istehsan

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