National Institue of Fashion Technology

Global Marketing

End-term jury

Presented by

Vartika (MFM/21/1235) || Mahima (MFM/21/1161)

 BRIEF

Discuss EPRG format and develop

Marketing Strategy for one of the Indian
domestic appareal brands into a regional
market.
CONTENT
Introduction
Timeline of Expansion
Product Mix
Business Model
EPRG Framework of FabIndia
Pestel Analysis of UK
Marketing Mix
STP
Marking Strategy
INTRODUCTION
Fabindia, an Indian company founded by John Bissell in
1960 that sells furnishings, traditional apparel, personal
product, and a wide variety of consumables and personal
care products, all of which are sourced from Indian villages.

The strength of the company is that it is recognized as a brand

that sells traditional fashion with a social purpose.

Its tagline, "Celebrate India" has changed to "Serving India"

which communicates a strong India-oriented message. It has
gained popularity among Indian customers and is a must-visit
store for foreigners.

As of July 2021, Fabindia operated 327 stores across India and

14 international stores

Around 55 per cent of Fabindia’s stores are in metros and mini

metros. The others are in tier-1, 2 and 3 cities.
 THE TIMELINE OF EXPANSION
01 02 03 04 05 06 07 08

1960 1976 1993 1996 2000 2004 2006 2008

Founded First retail Second Third retail Non textile Organic Personal Handicraft
by John store in retail store store in range food product jewellery
Bissel Delhi in Delhi Bangalore started introduced started started
PRODUCT MIX
OF
Personal Soaps, shampoo, hair oils, moisturizers,
04 Care body scrubs, face packs, hair conditioners,
special skincare products.

Orgainic Cerals grains , pulses, spices, tea, coffee,

03 Products honey, herbs, fruit preservatives.

Furniture, lighting, stationery, tableware,

Home
02 Products
cane baskets, selection of handcrafted
utility items.

Ready-to-wear garments, accessories bed,

Textile
01 Products
kitchen linen, floor coverings, upholstery
fabric, curtains.
PRODUCT
 BUSNIESS MODEL

Fabindia's business model rests on delivering value to customers by giving them

access to the rich tradition of ethnic craftsmanship in rural India. Not only does
Fabindia try to make profits for itself, but also helps to create livelihoods for its
network of 55,000 artisans and their families. By preserving their livelihoods, Fabindia
also aims at keeping alive the various ethnic art and craft forms that would die without
financial support.
DOMESTIC MARKET
Around 55 per cent of Fabindia’s stores are in metros and mini metros. The others are in tier-
1, 2 and 3 cities.
The growth being seen in tier-2 and tier-3 cities reflects the higher potential for expansion in
the country. With a focus on franchisee model, Fabindia is looking to expand into these
cities.

ONLINE SALES
The company’s revenues through online sales amounted to ₹45.81 crore, ₹67.65 crore, ₹93.17

crore during FY19, FY20 and FY21 .

Fabindia intends to continue integrating physical and digital capabilities to create a seamless

and integrated omnichannel ecosystem.

Increasing presence of online-retailers and e-commerce platforms in India and internationally

will have a significant impact on our business going forward.

 EPRG
FRAMEWORK
EPRG framework was introduced by Wind, Douglas,
and Perlmutter. This framework addresses the way
strategic decisions are made and how the
relationship between headquarters and its
subsidiaries is shaped.

EPRG framework is based upon four approaches

of a company towards international marketing
E - Ethnocentric
P - Polycentric
R - Regiocentric
G - Geocentric
ETHNOCENTRIC APPROCH
Ethnocentric approach or home country orientation is the
approach where a company simply markets its product or services
internationally in the same manner as they do domestically.

Companies believe that consumers' needs and market conditions

are more or less homogeneous in international markets.

Companies prefer an ethnocentric approach in order to avoid the

expense of developing new marketing techniques to save foreign
consumers.

All functions are planned and carried out from home based only
with little or almost no difference in product formulation or
specification.
ETHNOCENTRIC APPROCH
'Fabindia - Celebrate India'

Fabindia follows an Ethnocentric Approach as its products are

inspired by the handcrafts and handlooms of India.

Fabindia offers products that are handmade and curated using

traditional techniques and skills of 55,000+ artisans and 12,000+
farmers pan India.
 POLYCENTRIC APPROACH
In Polycentric approach, campaines go for customization for each foreign market.

Customisation of products according to each country depending upon the consumers taste

or preferences or culture or any legal or political factors i.e., depending upon their local

marketing conditions and then enter into that market are done.

Companies customize the marketing mix to meet the specific needs of each foreign market.

Fabindia does not follow Polycentric Approach as, as of September 30, 2021, Fabindia has 309 retail stores,
including 11 retail stores located outside India. Further, through online channels and exports, 'Fabindia' and
'Organic India' products are sold and distributed in 55 countries.

Source: https://www.thehindubusinessline.com/
REGIOCENTRIC
APPROACH
In a regiocentric approach, the company targets a
group of countries having similar market
characteristics, and then enters the market.

Once the company is established in various

markets, attempts are made to form market
clusters based on geographical and psychic
proximity.

The production and distribution of products are

made to serve the whole region with an effective
economy of operation, close control, and
coordination.
 GEOCENTRIC
APPROACH
In the geocentric approach, the company
identifies the need of consumers worldwide and
then enters into the market with standard
products with a standardized marketing mix for all
the markets it serves.

Companies have to identify the similarities in

consumption that can be targeted.

Companies have coordinated their distribution

network to distribute their products in various
regional and national markets by establishing
manufacturing and processing facilities around
the world.
 GEOCENTRIC APPROACH
FabNU: Provides Indo-Western options for millennial and Gen Z customers.

NUIndia: Range for the festive season, adding trendy silhouettes, slim fit kurtas with asymmetric
necklines for men, vibrant skirts, and kurtas for women.

Fabessentials: Moving beyond apparel, the company has also launched an immersive personal care
range.

FabCafe: Beyond these launches, Fabindia continuously works to improve their retail stores to
create an engaging and holistic shopping experience where customers can look around, shop, try
products and services, and have a wholesome dining experience.
 GEOCENTRIC APPROACH
Fabindia Limited has a “steady progression” in sales from its international stores.

Further, through online channels and exports, ‘Fabindia’ products are sold and distributed in 55
countries.

In FY19, FY20, FY21, and the six months ended September 2022, the company’s revenue from
operations from outside India amounted to ₹10.58 crore, ₹10.35 crore, ₹7.2 crores, and ₹4.4 crores,
representing continuity in growth, respectively, of the company's total revenue from operations in
such periods.

(Source: https://www.thehindubusinessline.com/)
UNITED KINGDOM
Political
Economical
Social
Technology
Enviromental
Legal
 The UK is ranked highly on Transparency International's transparency list.

P POLITICAL
The UK is the nation with the lowest level of corruption worldwide. In
comparison to the US, Japan, Germany, and France, it receives a higher
rating.

Europe is the easiest continent in which to start and operate a business; in

E ECONOMICAL
the UK, it takes just 13 days to do so, according to a World Bank study. The
UK is ranked sixth globally and first in Europe by the World Bank for ease of
doing business.

For every company, it is a dream location as British people are getting very

S SOCIAL
open and accepting the other culture. Due to its peaceful atmosphere and
ethnic, modern, and stylish lifestyle, it is a dream business destination for
companies.
 Following this, the nation invested heavily in invention and technology,
T TECHNOLOGICAL converting its industries from manual to mechanical manufacturing. The UK
has continued to place a high priority on technology in more recent times.

It comes to environmental problems like pollution. The government, private

E ENVIROMANTAL businesses, and other non-profit groups have still been taking action and
recycling, reducing plastic waste, and eco-friendly goods and services.

L LEGAL
The government provides a good support for FDI and gives concession in the
corporate and income tax rates.
 REASONS TO SELECT UK:
Stable Political Environments: Transparency International rates the UK high on the transparency list.

The UK is the country with the least corruption in the world. It achieves a higher rating in comparison

to the US, Japan, Germany, and France.

Stable Regulatory Environment: The UK follows a consultative approach to the formulation of

regulation which is beneficial for a business environment.

Gateway to the EU market: The UK acts as an excellent gateway to the European market which has 27

member states and an approximate population of 500 million.

Social-Cultural Environment: It estimates that 37.7m people in the UK now buy craft objects and the

value of craft sales has grown

Handicraft Trade: The handicraft industry is contributing £ 100 millions to the UK economy. In terms

of growth, this sector is growing on an average rate of 7%. Organic food industry contributes £280 to

national economy.
 ENTRY STRATEGY
To enter the UK market, we have gone through the various factors of investment, but in the end, we have

decided to enter in the market with Foreign Direct Investment. We will use Greenfield Investment and start our

operation from the scratch. The reasons for taking an FDI may be many; some of those are as follows,

The country is ranked 8th in the World Bank's 2020 Doing Business guide.

The government provides good support for FDI and gives concessions in the corporate and income tax

rates.
In addition, 100% capital allowances are available for the first year for certain types of expenditure by

businesses

It will help us understand the UK market and in the future, our network and distribution channel which will

be developed in the first phase of the operation can be used for future expansion in the UK and Europe.

Strong laws protecting patents, designs and brands play a vital role in attracting foreign direct investment

in the apparel industry.

Soft loans from government and local banks will be easier to get when it required for future expansion.
 Marketing Mix of

Product Price
FabIndia has a variety of products in different A pricing strategy will be made with the main
ranged and caters from clothing to organic products objective of current profit maximization. In
Men, Women Apparel and Home Linen our entry strategy, we will follow the price-
Home Décor skimming strategy, as this is a new market
Organic Food and it would help establish ourselves and
Jewelry and Gift Accessories gain a market position.
Ayurvedic Skin Care Our price range will range from £15 to £150
as there are different materials that are
used.
 Marketing Mix of

Place Promotion
We are looking at opening up our first 2 FabIndia We have various Promotion plans to attract
stores at two prime locations Birmingham and customers and earn their loyalty.
Liverpool during the initial stage. Customer Loyalty Program
Birmingham is a city second largest city in the Sponsoring Indian Events
country after London with population of 1 Organizing Fashion Shows
million.
Located in the center of the city.
The purchasing power of the city population is
high as compared to other cities in the UK.
Important component of the Liverpool economy
is tourism and leisure sector.
 Segmentation,Targeting and
Postioning
Segmentation Target Market Positioning
Age: 5-15, 15-30, 30-65+ Women and men's in the Trendy fashionable ethnic
Gender: Male and Female urban upper middle class. wear.
Social Class: Lower, Middle To capture the new Niche yet affordable.
and Upper generation of Indian Handcrafted yet high quality
Psychographic: women who aspire to be-
Lifestyle: Culture oriented, confident, brave and
Ethnic Indian, Contemporary
forward thinking
Geographic:
Region: United Kingdom
Density: Urban (Birmingham
and Liverpool)
 MARKET STRATEGY
Fabindia is well established in India with almost 100 plus stores in all major cities of India. The option of
going is very much a strategic decision of the company as the brand fabindia has got its footprints in the
minds of international customers of ethnic Indian products. The domestic markets are well captured and
created too, so it is the time when Fabindia should look for expanding in the global market. Some of the
reasons specific to Fabindia's expansion are:

The demand for Khadi (hand-woven fabric) and handicraft products in the international market as it is
one the most sought product in the fashion industry and by designers. The demand for Indian
handicraft is also increasing in the global market.
 MARKET STRATEGY

The world market for handicraft products and ethnic products is approximately £152 billion. This is
increasing at 155 per decade, out of which Indian share is only 2% as there is no major established
retail store like Fabindia internationally. Most of the product reaches the international market through
the unorganized sector. So the company has got a first mover advantage.

Fabindia works as a cooperative so the percentage profit is shared by the shareholders (weavers and
artisans). So when a company like Fabindia goes global the cause for which they work also gets
promoted which helps them to make a loyal customer base.
For its uniqueness and good quality, there has been an increasing demand for

Indian khadi products from global markets such as the US, the UAE, the UK and
Germany.
For a long time, Indian khadi products have been exported under the

harmonised system (HS) codes of Indian handloom. However, in November

2019, khadi products received separate HS codes, giving a major boost to

exports in global markets.

Indian khadi sales grew at a CAGR of 13.2% between FY17 and FY21 to reach Rs.

3,527.7 crore

Indian Khadi Market.cdr (ibef.org)

REFRENCES:
Fabindia plans to cater to the non-diaspora international markets; In India, the retail company
plans to connect with Mi - The Hindu BusinessLine
Development of Global Expansion Strategy: India to Britain (ukessays.com)
https://www.marketingtutor.net/pestle-analysis-of-uk/
https://www.academia.edu/1855102/A_report_on_Future_international_expansion_of_Fabindia
https://wise.com/gb/blog/market-entry-strategy-uk
Indian Khadi Market.cdr (ibef.org)