Proposal for

Marketing Plan of Fabindia, Ahmedabad

Submitted in

Partial Fulfillment of Requirement of

PGP – BUSINESS EXCELLENCE PROGRAM

AT

STEVENS BUSINESS SCHOOL, AHMEDABAD

Prepared By

NIKITA SANGHVI

Under the supervision of

Dr. RAASHID SAYEED

Director, Stevens Business School

ii

Research Proposal for Marketing Plan of Fabindia

1. Title

Proposal for Marketing Plan for Fabindia, Ahmedabad

2. Background

Fabindia is a chain of retail stores in India producing ethnic products carried out by the craftsmen of rural India. The Fabindia products are mainly source to sustain and provide employment opportunities to the rural people in India. The company employs more than 15000 craftsmen and artisans all over India. The company was founded in 1960 and has its head office in New Delhi, India.

The report will present main goals and recommendations of the plan for Fabindia’s management team. It will undertake the current market condition of Fabindia in Ahmedabad in reference to its target market, product performance, competition, and distribution. The strengths, weaknesses, opportunities and threats of the company will provide the foundation to state marketing objectives that Fabindia would like to attain during the plan’s time. The study will seek to understand the consumer behavior towards Fabindia products so to relate the available primary information with the literature review. The report will then follow a detailed study on defining action programs for marketing strategies of Fabindia. On the basis of accessible statistics, the report will conclude with instructions of the budget and control measures for intended marketing plan for Fabindia, Ahmedabad.

3. Research Objectives

To devise marketing plan for Fabindia, Ahmedabad

3.1) To analyse the current marketing situation of Fabindia, Ahmedabad

o To identify the company’s current target market and its position in it including

information about market share, product performance in terms of sales, competition,

and distribution in Ahmedabad.

o To assess the major threats and opportunities for the company

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Research Proposal for Marketing Plan of Fabindia

3.2) To explore the affective responses and cognitive responses of Fabindia’s consumers

while purchasing its products of apparel category.

3.3) To formulate the marketing objectives for Fabindia, Ahmedabad:

o To discuss the key issues that will affect the achievement of the goals.

o To outline the specific strategies for each marketing mix element.

o To explain how each strategy would respond to the threats, opportunities and critical

issues spelled out.

3.4) To specify how marketing strategies of Fabindia will be turned into definite action

programs that answers the following questions-

o What will be done?

o When will it be done?

o How much will it cost?

3.5) To stipulate the budget and control measures for designed marketing plan for Fabindia,

Ahmedabad:

o To detail a supporting marketing budget i.e. a projected profit-and-loss statement.

o To sketch the control that will be used to monitor progress of the marketing plan.

o To measure returns on marketing investment.

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Research Proposal for Marketing Plan of Fabindia

4. Research Method

S. No. Data required Data Source Data collection tool

1.

o To identify the company’s current

target market and its position in it including

information about market share, product

performance in terms of sales,

competition, and distribution.

o To assess the major threats and

opportunities of the company

QuestionnaireCompany

Executive

2.

To explore:

The affective responses Fabindia’s

consumers

Cognitive responses of Fabindia’s

consumers

Purchasing behavior of the

consumers for products of apparel

category.

Primary Data

Questionnaire;

Knowledge, Meanings

& Beliefs;

acbe’s related to store

image, store contact,

store layout, store

location and in-store

stimuli

3.

To formulate the marketing objectives for

Fabindia, Ahmedabad

To discuss the key issues that will

affect the achievement of the goals.

To outline the specific strategies for

each marketing mix element.

To explain how each strategy would

respond to the threats, opportunities and

critical issues spelled out.

To formulate how marketing

strategies will be turned into definite action

programs

Primary Data Questionnaire

Secondary

DataLiterature Review

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Research Proposal for Marketing Plan of Fabindia

S. No. Data required Data Source Data collection tool

5.

o To stipulate the budget

current income statement

cash flow statement

balance sheet

sources and use of fund

financial ratios

o To define control measures for

designed marketing plan for Fabindia,

Ahmedabad

Secondary

Data

Literature Review /

Financial

Statements

Industry

ExpertInterview

5. Fieldwork/ Data Collection

Method of Administering Questionnaire: Personal interviews and Electronic interviews

Sampling Design Sampling Unit : Customers of Fabindia, Industry Experts

Sampling techniques : Convenience Sampling

Sample size : a. Customers - 30

b. Industry Expert - 1

c. Company Executive - 1

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Research Proposal for Marketing Plan of Fabindia

6. Time scale

Sr. No. Activity Days

1. Literature Review 1st – 6th Oct. 2010

2. Finalise Objectives 7th – 10th Oct. 2010

3. Derive Research Strategy 11th - 14th Oct. 2010

4. Questionnaire Development 15th – 16th Oct. 2010

5.Pilot Test And Revise

Questionnaire17th – 19th Nov. 2010

6. Market Surveying 20th – 23th Nov. 2010

7. Coding And Data Preparation 24th – 27th Nov. 2010

8. Analysis Of Data 28th - 30th Nov. 2010

9.Completion of First Draft Of

Project Report1th – 4th Nov. 2010

10.Submit To the Guide And Await

For Feedback5th- 6th Dec. 2010

11. Final Writing of Report 7th - 9th Dec. 2010

12. Submission of Final Report 10th Dec. 2010

7. Resources

Transportation expenses for market survey for fill up of questionnaires.

Stationary expenses for printing of questionnaires and report and binding of final copy of

report.

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Research Proposal for Marketing Plan of Fabindia

8. References

Research Methods for Business Students (3rd Edition) by Mark Saunders, Philip Lewis and

Adrian Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi

Principles of Marketing (12th Edition) by Philip Kotler and Gary Armstrong (2008), Dorling

Kindersley (India) Pvt Ltd, New Delhi.

Consumer Behaviour & Marketing Strategy (7 th Edition) by J. Paul Peter & Jerry C. Olson

(2010), Tata McGraw Hill Education Private Limited, New Delhi.

9. Proposal Approved By

Academic Guide: Dr. Raashid Sayeed

____________________________________

STEVENS BUSINESS SCHOOL

BATCH 2009-2011