FabIndia SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 10433
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SWOT Analysis of FabIndia with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

FabIndia

Parent Company

Fabindia Overseas Pvt. Ltd

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Celebrate India

USP

Completely Indian products

STP

Segment

Men, women who want to buy complete Indian products.

Target Group

Urban upper and middle class families.

Positioning

Lifestyle brand which is Indian at heart.

SWOT Analysis

Strengths

1. The brand has maintained its Indianness with the authenticity of hand-woven fabric for over years
2. The brand has provided sustainable employment for the skilled artisans in rural areas
3. The autonomy given to employees has helped induce accountability among them
4. The fact that the brand strongly believes in word of mouth marketing which has proved very effective as the brand does not advertise

Weaknesses

1.  The brand is losing out on attracting new customers as it hugely depends on repeat purchases
2. Not enough experienced personnel to push FABINDIA towards growth in the retail sector
3. Limited global penetration despite huge potential in NRI market

Opportunities

1.The brand needs to tap the potential of organic foods by creating awareness about their merits.
2. Display of FABINDIA products in MBO’s and collaborating with various construction groups would give greater visibility to the brand
3. Geographic expansion in US and UK with huge Indian population

Threats

1.Unorganized local players can be a serious threat to the brand
2. Development of state owned co-operatives in the same segment can be serious competition
3.Consumers tilt towards foreign brands in the lifestyle segment

Competition

Competitors

1. Cotton Emporium
2. Khadi Gram Udyog
3. Good Earth



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