BIBA SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 6810
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SWOT Analysis of BIBA with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

BIBA

Parent Company

BIBA  Apparels Private Ltd

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Fashion at affordable prices

USP

Affordable Designer Ethnic Wear

STP

Segment

Women looking for classy ethnic Indian wear.

Target Group

Women in the urban upper middle class.

Positioning

Trendy fashionable ethnic wear.

SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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.

Competition

Competitors

1.Global Desi
2.Kashish

3.Fab India



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