SWOT Analysis of BIBA with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
BIBA Apparels Private Ltd
Apparel and Accessories
Lifestyle and Retail
Fashion at affordable prices
Affordable Designer Ethnic Wear
Women looking for classy ethnic Indian wear.
Women in the urban upper middle class.
Trendy fashionable ethnic wear.
1.Emergence of a successful brand in the ethnic wear category with several awards like the Golden Seale trophy and consistently rated as the most admired ethnic wear brand 2. Pioneer of Bollywood merchandising in India with several successful film projects 3. Strong presence in over 40 cities with over 90 stores and in several MBO’s like Shopper’s Stop, Pantaloon, Lifestyle, Central etc.
4. Strong product mix which includes mix-match and unstitched fabrics 5. Done effective youth marketing on social media with campaigns like Quirky closet, guess the look
1.Strategic alliance with Future group in unstable due to financial concerns
2.Lack of self- procuring facilities would be a problem in the long run 3. Limited global reach where NRIs stay
1. Along with effective online marketing campaigns that it is currently into BIBA can think of selling merchandise online which has emerged as an effective medium. 2.It can also take to export and showcasing the merchandise in International markets to earn greater visibility globally
1. Entry of several Indian designers in the Indian Ethnic wear segment poses a serious threat
2. Highly fragmented fashion industry would lead to low brand loyalty 3. The recent Govt. tax policies on apparel would lead to a price rise.
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