Marketing Communications Plan designed for the launch of FABELS, a western wear collection by FabIndia.

1. INTEGRATED MARKETING
COMMUNICATION PLAN
for
The Launch of FABELS
This document was prepared in June 2014 as part of an academic group project by PGDM
Participants of SPJIMR, Mumbai. Assumptions have been taken wherever adequate and accurate
information was unavailable.

2. FABELS
Integrated Marketing Communication

3. Context

4. • Founded by American, John Bissell to:
• Develop market for hand-woven products
• Provide rural employment
• Incorporated in 1960 in Delhi to export upholstery
fabric
• 1974: Fabindia’s first retail store in Greater Kailash
with adhoc merchandising
• 1977: Featured contemporary design to attract
consumers and designers
• Garments were introduced in 1980s after John
Bissell got khadi shirts made for himself
• John Bissell dies in 1998, passing the baton to son
William Bissell who becomes MD in 1999
• 2000: Fabindia launches its range of home furniture
• 2004-2005: Launches organic foods and personal
care products
Brand History

5. FABINDIA
Banners placed in malls
and on streets approaching
the store
In-Store Activities to push
the sales and increase
customer engagement
Fabindia relies
heavily on word of
mouth for
promotion
Fabindia has a strong
social presence, has
more than 95k likes
Myntra is the only e-tailer that
sells Fabindia products online
Current Communication

6. Brand Issues in designing
campaign
The brand does not associate in much ATL advertising and relies mostly on the Word
of Mouth
The Indian Image of the brand does not permit any over the top communication for the
brand
The communication for the brand needs to be well defined to ensure no
cannibalization with its Indo-Western range
The key message to be communicated needs to be in line with the brand’s image of
being a simple and earthly brand, which is Indian at heart
The communication should be true to the brand’s identity of the perfect fusion of
Indian ethos in western wear

7. SWOT
O T
OPPORTUNITY
THREAT
S W
WEAKNES
S
STRENGTH
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
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
4. Entry of organized brands and companies into
retail
1. Maintained its Indian-ness 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
4. The fact that the brand strongly believes in
word of mouth marketing which has proved very
effective as the brand does not advertise
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

8. Competition Communication

9. Mango
Spanish fashion
brand Mango has released a
preview of its spring-summer
2014 campaign starring top
model Daria Werbowy.
Uploaded the “behind the
scenes” video first
Zara
The “Detox Zara” campaign was
launched with Greenpeace
foundation
This included over 320,000
people joining the campaign
online, over 44,000 mentions of
Zara and the Detox campaign
on Twitter alone, and a reach of
over 7.1 million people across
Twitter and Weibo

10. Anokhi
For over 40 years, Anokhi’s ideals have
been those of conservation and
development, through the input of design,
marketing and project funding.
Advertises only through Facebook and
posts pictures of latest designs
Like count: 35400
Biba
Launched in 1988
Sponsor stores and fashion shows and
posts pictures of latest designs on
Facebook
Launched special Spring Collection and
Mother’s day Collection
Like count: 256000

11. FABELS
by Fabindia

12. The new western wear line
launched in April 2014
Targeted to high profile clients,
who like premium
Semi casual wear, not
completely casual.
Designed by luxury brands
designer, Alistair Blair
Clothes made out of natural
Indian fabrics
The designs start at Rs 790
and can go up to Rs 5,890
Why is it Launched ?
Identified a gap in their product
offering
To keep up with changing fashion
trends and consumer tastes
To tap into the younger age group in
its expansion plans
Western-wear a must to launch to
stay profitable
Failure of the acquired brand – East
( touted as too western hence
rejected)
To sell associated products, Bags,
Laptop sleeves accessories etc.
Plan is to create standalone Fabels
stores have the collections available
at multi-brand stores

13. Marketing objective
Fabels was launched to aid in the 10% incremental growth the Fabindia targeted
over 18 months.
Communication objective
[Create awareness and an intention to purchase]
I want the prospect to select Fabels as the brand of choice instead of other
national and international brands.
What type of demand do we wish to generate?
Demand for Fabels from those in the market to buy western wear.

14. Live in Tier 1, 2
Ethnic wear generally being restricted
to occasions
Wear the likes of Zara, Mango etc.
Who are we selling to?
Confident men and women who wear western
outfits but have so far been limited by the
available options. They want to get noticed,
but not through loud dressing.
Wear clothes that are stylish yet comfortable
well read and updated about
latest fashion
Not very price sensitive
Complete their outfits with accessories
Ambitious and career oriented
Essentially Indian
Demographics
25-40 years of age

15. Findings
56.3
%
Are aware because of Word of Mouth
promotions
All other sources (except store presence) account for less than 13%
83% Have visited the store more than once a
month
Only 11% are aware of the Fabels collection
55% Were either satisfied or extremely satisfied with the brand
42% wished to know about the brand offerings sooner
65%
80% Willing to visit the store again and try new collections
Only 25% went shopping alone to the store
Were unaware of the online selling of the brand
58.3% expressed the desire to purchase online

16. Consumer Insight
People want to project themselves in a certain way to increase the
likelihood of being heard.
Target Buying Incentive
I will buy a product that will make me look good and feel
comfortable, without trying too hard and thus giving me the
confidence to be who I am more than any other product in the
category

17. Big Idea
MAKE A STATEMENT
effortlessly
Style Statement
Be Heard
Stylish
Comfortable
Confident
Free
Intrinsic character: Indian

18. Make a statement effortlessly
Phase 1 Phase 2 Phase 3
Take Off:
Fashion show
Magazine Ads
Press releases
Launch page on Website
Land:
POS engagement
Loyalists networking event
Social Network engagement
App engagement
Guerrilla
Glide:
OOH
POS
Print media
Catalogues
Banners
Direct Mailers
Social Media
Digital Launch
Airplane magazines

19. Phase 1: Take-Off

20. Lifestyle Magazine Release:
Fashion magazines like cosmo,
Vogue, Travel magazines,
Sunday supplements, business
magazines
Fashion Show:
For the official launch of the line, invite fashion critics and
socialites
Introduce the Esteemed designer

21. Introducing
Fabels
Press Release:
Information regarding the
new line by the top
management in all the
major papers
Website:
Grand banner for Fabels on
Fabindia website,
And a dedicated landing
page

22. Phase 2: Glide

23. Fabindia
introduces
FABELS,
Have you
checked
it out yet?
Available at select stores,
To know more, visit www.fabindia.com or like our fb page
Airplane magazines
mostly visited by Corporates/business travellers
Integrated with Website and FB page
Spring summer collection -
2014
FABELS BY FABINDIA
Catalogue/Brochures
Snapshots of the latest Fabels’ collection
(to be sent via mail to Fabindia loyalists
or to the available database)

24. Newspaper ads, magazine ads released
in supplements and as loose inserts
OOH- in various places
metros, red lights, corporate
Areas
QR codes for engagement and database

25. success
PR exercises
Fashion Blogs, newspaper articles
Launching Line of Facebook-
Creating Buzz

26. FABELS BY FABINDIA
Exclusively on Myntra
Exclusive launch
on Myntra
Leverage
existing
partnership
Launching on Twitter-
#FABELS #FabelousMe
#effortlesslyfabelous

27. • Built as an extension to the online selling by
Fabindia
• Would be used to project the modern day
image of the Fabels collection
• The App can be used to engage the
customers by offering combo links to avail any
offers
• The app would be up-to-date with the latest
collection and would prove handy for the on
the go customer
• Also, the app has a section of styling where
the customer can know the latest trends in
fashion
Mobile App

28. Direct Mailers
consisting of information about the deals and site, sent to Database of Fabindia
customers and other databases

29. Phase 3: Land

30. Social Media

31. A weekly Diary entry on Fb Page which will contain the story of the fabric or the
Craftsman, along with the Fabel product.
These posts would give recognition to the people behind the making of these dresses.
Let people share and tweet

32. FABELS
YouTube Channel: Get the look
This is a channel that gives you makeover and styling tips with
Apparel and accessories of Fabels
Allows you to update your made-over look at #FabelousMe and get goodies

33. POS

34. Fabel Section In the store
Fabel section should have a distinguishing
feel about it.
The walls in that section should have
photos of craftsmen and the fabric
It would have distinguishing
modern yet traditional look to it by
using strong colors such as red,
orange, black and Off-white only
used as major shades for walls
and ceilings

35. Interactive TV Media
An interactive Media Television
which shows the fabric, the
excerpts of craftsmen who
made the dresses.
It also shows the women who
have posted photos on
#FabelousMe
#effortlesslyfabelous
Shows live Tweets
Along with the Fashion show
replay and the Designer’s
messages

36. Photo Booth-
the dressing room inside the store will have an option to take a ‘selfie’ in Fabels clothes and
share directly on social media.
#FabelousMe #LetMeTakeASelfie (leverage on popular hashtags)
Concept: Social
engagement (like Likes) to
drive awareness and sales.
#effortlesslyfabelous

37. FB ‘Like’ Counter-
An FB like meter kept at payment counter. The like goes up each time anyone likes the
Fabindia page.
At every 300th like (multiples of 300),the lucky buyer at the counter will get a gift voucher or
a discount of 10% on the purchase.

38. Going Digitized-
Ipad containing the entire Fabels catalogue at the store which is convenient for
customers to go through he collections esp. in times of rush
It also informs you about the various promotional offers/ events

39. Reach the next
floor
Effortlessly
Reach
Effortlessly
Fabels by
Fabindia
Elevator Ads-
In corporate offices, malls
Escalator prints-
In corporate offices, metro stations, malls etc.
Concept: To gain undivided attention

40. Appeal and Strategy

41. Head Phase 1 Phase 2 Phase 3
Objective
To generate awareness
about the line, create a
buzz
, build intent to visit the
store and check out
To trigger a change in
the attitude of
Customers towards
Fabindia products, To
change perception
about the brand
Fabindia
To engage customers
with Fabindia and the
line Fabels, to create
purchase intent
Message Appeal Buzz Benefit Benefit
Message Strategy Brand Image
Duration 2 Weeks 4 Weeks 8 Weeks

42. Behavioral Timeline

43. Decision Making Process
People Involved in DMP Role they play HOE/AIDA stage they
appear
Spouse Purchaser Purchase
Mother Decider, Purchaser Awareness, purchase
Father Influencer Knowledge
Colleagues Influencer Knowledge, Preference
Fashion Journalist Influencer Interest, Preference
Role Celebrity Endorser Interest, preference
Store Staff Influencer Purchase, Preference
Shop Owner Initiator, Stockist Awareness, Purchase

44. People whose
participation is necessary
Desired action Motivation
Spouse Buy for Spouse Wants spouse to look good
Mother Buy/ Suggest
Wishes children to look good
in a comfortable wear
Father Suggest
Wishes children to be
comfortable
Colleagues Advice
Had a good prior experience
with Fabels
Fashion Journalist Recommend Belief in product
Role Celebrity Endorse For money/popularity
Store Staff
strongly influence,
recommend
Makes oneself feel important
Shop Owner Recommend
Sales, higher margins,
promotes brand
Roles and Motive

45. MONTHS >>> -6 -5 -4 -3 -2 -1 0 1 2 3 4 5
Public Relations
Identify
magazines and
newspapers for
PR
Invite journalists
for writing articles
about the Indian
fabrics
mentionining
Fabels
Invite Fashion
Bloggers
Newspapers
Print Flyers
Supply fliers with
leading magazines
Magazines
Launch in all the
leading
magazines
OOH
Brochures
Print information
material
Send brochures
to brand loyalist
On ground
Promotion
Fashion Show
Contact the
Fashion House
Fashion
Launches across
Mumbai, Delhi
Evening Party
Inform chosen
people from
different walks of
life
Invite and casual
showcase of the fabel
line
Social Media Facebook/ Twitter
Launch fabel
webpage
Engagement
plans on the
page
Fabindia Website
Launch fabel
webpage
Youtube
Create brand channel
on comfort western
wear
Tie up with YT tru
View Ads
Digital Mobile App
Launch of App
across all mobile
OS platforms
POS FabIndia Booths
Design booths to
capture images
of people
Set up booth
across all
leading stores
Interactive TV
Arrange photos
of fabric,
craftsman
Display of
experts of
craftsman and
their craft
I Pad
Arrange photos
of fabric,
craftsman
Procuring Ipads
Distribution
acoss stores
Displaying
product lineup
through iapds
Design of Mobile App
Invite RFP from
Ad agencies
Finalise Agency
Launch of campaign acroos leading
newspapers
Draw the plan
Get budget approvals communicate
the brief
OOH Billboard depicting the brand
image of fabels
Website Design plan

46. Metrics

47. TYPE METRICS
Print  Readership Response Measure ,
 Brand awareness, brand likeability,
 For OOH ( through QR codes)
On-Ground Promotions Eyeballs, Footfalls, Response measure
Internet  Website: traffic, time spent, page views, bounce rate
SEM: Click-through-rate (CTR) and Cost per acquisition (CPA)
 Display advertising: CPM
 Remarketing (for those who have visited Fabels page online): CTR
Public Relations Share of Voice, Share of Space, Media covered
Social Media  YouTube: Percentage of 100% views for TruView (skippable ads),
subscribers for the brand channel, views and shares for individual
videos
 Social: Likes, Posts, Shares, Retweets, Favorites, Comments -
sentiment analysis
Point of Sales  Promos
 Aided/Unaided trials at the booth
 Photo Booth: Number of photos posted with #FabelousMe ,
#effortlesslyfabelous

48. Financials

49. Calculating CPM: Cost per thousand Impressions
Mode Cost Reach CPM
BTL Public Relations 10,00,000 50,00,000 200.0
ATL Print Newspapers
Flyers
Magazines
OOH
Brochures
ATL On-ground Promotion Fashion Show
Evening Party
BTL Social Media FB / Twitter
Fabindia website
Youtube
BTL Digital Mobile App 50,000 10,000 5000.0
BTL Point of Sale Fabindia booths
Interactive TV
iPad
8.0
153333.3
1,00,000
23,00,000
20,00,000
1,25,00,000
15,000
2,67,00,000 5,00,00,000 534.0
40,00,000 2000.0

50. Decision
Making
Priority in
comm
Eff Wt. Eff Eff Wt. Eff Eff Wt. Eff Eff Wt. Eff Eff Wt. Eff Eff Wt. Eff
Awareness 30% 15 4.5 35 10.5 50 15 25 7.5 10 3 8 2.4
Apparel Search 20% 10 2 35 7 20 4 30 6 10 2 10 2
Evaluation of
Alternatives
15% 40 6 15 2.25 10 1.5 25 3.75 20 3 30 4.5
Purchase 15% 20 3 10 1.5 10 1.5 10 1.5 50 7.5 45 6.75
Evaluation 20% 15 3 5 1 10 2 10 2 10 2 7 1.4
18.5 22.3 24 20.8 17.5 17.1
Public
Relations
Print
On-ground
Promotions
Social Media Digital Point of Sale
ROI and Budget Allocation Total Budget 2,00,00,000 INR
BTL ATL ATL BTL BTL BTL
Public
Relations
Print
On-ground
Promotions
Social Media Digital Point of Sale
Relative Effectiveness 18.5 22.25 24.00 20.75 17.5 17.05
CPM (in $) 200.0 534.0 2000.0 8.0 5000.0 153333.3
ROI=Eff/CPM 0.09 0.04 0.01 2.59 0.0035 0.00011
Optimal Spend Ratio Ratio Ratio Complete Ratio Ratio
(in Rupees) 1,25,52,309 56,54,193 16,28,408 1,00,000 50,000 15,089
Taking into
consideration 20:80 for
ATL
1,58,30,789 31,05,590 8,94,410 1,00,000 50,000 19,211

51. Appendix

52. 56.3%
56.3%
6.3%
12.5%
1.6%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
WoM
Store
Print Media
Online
Other
Means of Awareness
Primary Research
14.1%
51.6%
57.8%
18.8%
35.9%
Standout Feature
Value for Money
Design and Quality
of Fabric
Indianness in the
attires
Shopping
experience
Sourcing of
products from rural
handicraft industry
12.5%
42.9%
37.5%
7.1%
Extremely
Satisfied
Satisified Satisfied but
consider it a
little pricey
Not satisfied
Satisfaction Level
84%
70%
44%
53%
52%
55%
17%
0% 20% 40% 60% 80% 100%
Women's wear
Men's Wear
Personal Care
Organic
Accesories
Home Decor
Fables Collection
Awareness about Product

53. References

54. Http://www.mbaskool.com/brandguide/lifestyle-and-retail/2843-fabindia.html
http://www.scribd.com/doc/22574825/Strategic-Analysis-FabIndia
http://prezi.com/4m7letuddajq/fabindia/
http://www.fabindia.com/company/
https://twitter.com/FabindiaNews
https://www.facebook.com/AnokhiIndia?fref=ts
https://www.facebook.com/BibaIndia?fref=ts
http://economictimes.indiatimes.com/industry/cons-products/garments-/-textiles/fabindia-to-launch-western-wear-
brand-fable-next-week/articleshow/33875486.cms
http://businesstoday.intoday.in/story/fabindia-gears-up-to-follow-high-growth-path/1/205594.html

55. THANK YOU
Nitesh Bhasin | Nupur Bansal | Prakhar Jain |
Ruchir Gupta | Tanya Malhotra | Tulika Roy Choudhry