MARKETING PRESENTATION ON THE TOPIC

PRODUCT
Submitted by:
Palak Garg
Neema Sree
Virek Shah
Ankush Batra
WHAT IS A PRODUCT?
A product is anything that can be offered to a market that might satisfy a want or need.
A good or service that most closely meets the requirements of a particular market
and yields enough profit to justify its continued existence
In retailing, products are called merchandise, In manufacturing, products are bought
as raw materials and sold as finished goods.

WHAT IS A PRODUCT
GOODS
SERVICES
PRODUCT
GOODS
Goods are things you can buy that you can touch. Can you buy apples? Can you touch
apples? Then the apples are goods.
Can you touch and buy jump ropes, swing sets, bats and balls, caps, pans, or pencils?
These items are all called goods.
SERVICES
From time to time we also buy things that cannot be touched. For example, we buy
haircuts when we go to the barber shop or the salon. We buy repairs and cleaning for
our teeth when we go to the dentist. In both cases, we are buying a SERVICE. It is
something done for us.
DIFFERENCE OF GOODS AND SERVICE

TANGIBILITY
- Can it be touched and felt? Can it be seen?
- You buy it, you own it; makes it a good. If you experience, use or consume it
immediately is a service.
STORING AND TRANSPORTING:
- Is the product produced before its sold?
- Can they be stored and transported?
- Is distance a factor for the consumption of the product?


PRODUCT ASSORTMENT AND
PRODUCT LINE
A product assortment is set of all product line and individual products that a firm sells.
A product line is a set of individual products that are closely related
Individual products: is a particular product within a product line, differentiated by brand,
level of service offered, price or any other characteristic.
The seller may see the product in a line as related because they are produced and / or
operated in a similar way ,sold to same target market,sold through same types of
outlets, or price at about the same level
Eg: HUL and PNG
PRODUCT QUALITY AND CUSTOMER NEEDS
Product quality is determined by how customers view the product
For marketing perspective quality means , a products ability to satisfy a customers need or
requirements
Products with better features are not higher quality products if the features arent what the
target market wants.
Quality and satisfaction depends on total product offering (ex: a broken button, full feature
digital video recorder)
A college student would rather buy a pair of jeans then the best tailored trousers of a high
grade fabric for daily use.
PRODUCT LIFE CYCLE
Product life cycle is a business technique that attempts to list the stages in the lifespan
of commercial/consumer products. 'Product Life cycle' (PLC) is used for determining the
lifespan of these products; such as the normal phases through which a product goes
over its lifespan.
PRODUCT CLASSES
All products fit into one of the two broad groups-based on
the type of customer that will use them.
-Consumer products are products meant for final
consumer.
-Industrial products are products meant for use in
producing other products.
Consumer Product Class are based on how consumers
think about and shop for products.
Industrial Product Class are based on how buyers think
about products and how theyll be used.
PRODUCT
CONSUMER
CONVENIENCE
SHOPPING
SPECIALTY
UNSOUGHT
INDUSTRIAL
CONSUMER PRODUCT
CLASS
CONVENIENCE PRODUCTS
STAPLES
IMPULSE
EMERGENCY
SHOPPING PRODUCTS
HOMOGENEOUS
HETEROGENEOUS
SPECIALTY PRODUCTS
UNSOUGHT PRODUCTS
NEW UNSOUGHT
REGULARLY UNSOUGHT







Unplanned, purchased quickly
Purchase made with time pressure, urgent.
Habitual,low effort,frequent purchases, low involvement
Seek lowest price, see little difference among available.
Need help in making decision, problem solving
Strong preferences, willing to wait or put in effort for the product
Need not strongly felt, unaware of benefits
Aware but not interested, may have negative attitude
INDUSTRIAL PRODUCTS
DERIVED DEMAND:
This is the main aspect in the market of industry products. The demand for business
products derives from the deman for final consumer goods.

PRICE-QUANTITY
Total industry demand remains fairly inelastic. Hence even if the basic cost of a material
used in the final product increases, the quantity required by the industry does not
reduce.
Customers are not looking to buy parts and pieces of any product. There is a level of
satisfaction that every product fulfils.
Product by that definition means the need-satisfying offering of a firm.
Product is often defined in a customers head by the satisfaction one receives from the
good. Technicalities does not matter.
It becomes a total combination of service, right features, useful instruction, convenient
package, trustworthy warranty.
If a name has earned the trust of the customer in the past, it is common for the customer
to further test anything else that they provide.
WHAT DO CUSTOMER BUY?
FABINDIA: CELEBRATE INDIA
The core of Fabindia is considered to be tradition. People go
to their stores for the tradition. Their hand printed patterns,
bright colors, unique textures relate to those traditions in India
that are centuries old.

When I come to India and want to pick up souvenirs or those
pretty curtains, Fabindia is the first place I come to. My kid
loves the long skirts here.
- Hayley L James, 36.
I pick up ethnic wear for college, saris for mom. You think
ethnic, you think Fabindia.
- Soha Sukku, 25
FABINDIA IN TERMS OF KINDS OF PRODUCTS:

Fabindia caters to many needs of consumers, from apparel to skin care to healthy
organics, furniture and home products. Their marketing mix will have to keep in mind
their various customers. They have specialized goods in terms of their organics and
home furniture as people are very specific in their needs.

SERVICES:
John and William Bissel founded the Fabindia School in Bali, Rajasthan in 1992. Provide
quality education in the low literacy area of Rajasthan, they are working to uplift
conditions of women in these parts.



FABELS WOMEN
MENS
HOME
FURNITUR
E
PERSONA
L
CARE
ORGANIC
ACCESORIES
GIFTS
THE PRODUCT ASSORTMENT OF FABINDIA
FABINDIA initially started with the
women's apparels and then branched into
multiple sectors along with organic food
and skin care as well as gifts and home
furniture.

FABINDIA embodies traditional wear for
anyone, be it the modern Indian woman,
an elderly matron or foreigners looking for
Indian ethnic wear.

From their exclusive saris, stoles, strappy
tops, to exquisite hand printed kurtis, their
product is known to be of the best quality
with the root in traditional methods of
dyeing and printing.
KURTAS/KURTIS
TOPS & SHIRTS
DRESSES
DUPPATAS & STOLES
SALWARS &
CHURIDARS
SARIS
PANTS & CAPRIS
SKIRTS
KURTAS
SHIRTS
PANTS/PYJAMAS/CHURIDAR
JACKETS/WAISTCOATS
TIES
BEDCOVERS
CUSHION COVERS
CURTAINS
QUILTS
TABLECLOTH
PLACEMATS
NAPKINS
BATH LINEN
WOMEN MEN HOME
TEAS
SEASONINGS
AYURVERDIC
HONEY
CONDIMENTS
BREAKFAST ITEMS
SNACKS
SEEDS
LENTILS
SHAMPOOS AND
CONDITIONER
HAIR AND BODY OILS
FACE PACKS AND FACE
WASHES
SOAPS
BASIC CUTLERY
ACCESSORIES
PURSES AND CLUTCHES
BEDROOM
VERANDAH
DINNING ROOM
BATH ROOM
HOME OFFICES
LIVING ROOM
ORGANIC
PERSONAL CARE AND GIFT
ITEMS FURNITURE
Variety
PACKAGING
Packaging is a very important part of how a product is perceived. It involves promoting,
protecting and enhancing the product.
It can make it convenient to store or use.
Prevent spoiling and damage.
Easy to identify, promotes brand at time of purchase.
Ties the product to the rest of the marketing strategy.
Lower distribution costs.
FABINDIA PACKAGING
Fabindia keeps with their concept of sustainable and eco friendly
packaging with recycled paper bags and packaging wherever
possible.
Their brown paper bag is a signature symbol that in fact identifies
the brand itself.
Their skincare and organic products come with detailed ingredient
and usage instructions.
The clothes often come with a tag of the kind of printing used like
block printing, kalamkari printing etc..
WHO BUYS FABINDIA?
Almost every segment of the consumer:
College going girls
House wives
Working women
Men looking for a traditional wear
Tourists, to get a touch and feel of india
IN THE NEWS
2012
LVMH Looking to Invest in FabIndia after Deal Failed with Carlyle

2014

Fabindias William Bissell is turning more of an angel investor


Two years back I tried and bought a Kurta for an upcoming wedding
function in the family. When I wore it in the wedding many
complimented my looks (yes they did mean it for the Kurta!) and I
was hooked by the brand & store.
- VENKATARANGAN
http://venkatarangan.com/blog/2011/12/i-like-fabindia-products/

Ya so I am a total sucker for the bright and gorgeous natural cotton
clothes from Fabindia. And I guess a lot of young urban women love
Fabindia too.
https://kuchbhi.wordpress.com/category/fabindia/
BLOGGERS SPEAKS
2012
LVMH Looking to Invest in FabIndia after Deal Failed with Carlyle

2014

Fabindias William Bissell is turning more of an angel investor


THE STORE
EXPERIENCE
From the moment we entered the first thing
noticed was the burst of colors

The staff and the store manager knew their
offerings very well and pleased to answer our
questions

The store was lit with bright lights and a
soothing music along with little posters on the
wall describing about their inspirations for
their collection

The general store timings are from 11am till 9
30 pm and also exchange is allowed only on
stitched garments within 7 days with the bill
and tag
ADVERTESEMEN
T
ONLINE FABINIDA
CRISIL RATING OF FABINDIA
Fabindia Overseas Private Limited Rating Outstanding as on 20-Aug-2014


Instrument
category
Rating Rating
outlook
Instrument
Details
Long Term CRISIL AA- Stable Rs. 649
million Cash
Credit Limit
Short Term CRISIL A1+ - Rs. 1 million
Bank
Guarantee
limit
Strengths

1. The brand has maintained its Indianness with
the authenticity of hand-woven fabric for over
years

2. Sustainable employment for the skilled
artisans in rural areas

3. The brand strongly believes in word of mouth
marketing which has proved very effective.

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
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
Oppurtunities

1.The brand needs to tap the potential of
organic foods by creating awareness.
2. Display of FABINDIA products in MBOs
and collaborating with various construction
groups would give greater visibility.
3. Geographic expansion in US and UK with
huge Indian population
THE BOMBAY STORE
The Bombay Store is the one shopping destination that comes to the customers mind
while looking for lifestyle products that are a perfect blend of contemporary and
traditional techniques and art forms.
The broad categories that The Bombay Store offers are: Artefacts, Home Dcor,
Fashion Accessories and Wellness.

PRODUCT ASSORTMENT/VARIETY
HANDICRAFT AND ARTEFACTS
Seasonal
Idols and figurines
Wall hanging
Wooden boxes
HOME DCOR
Furniture
Bed and Table linen
Clocks , Lamps and Lantern
MEMENTOS AND SOUVENIRS
Magnet
Keychain
Plates

KITCHEN AND TABLEWARE
Trays
Mugs
Coaster
STORE REVIEW OF BOMBAY STORE
The large, attractive, and friendly Bombay Store sells t-shirts and accessories for men, women, and
children, silk by the meter, home wares, organic wellness products, and gifts. There are a number of
branches in the city.

A modern version of the traditional Indian handicrafts emporium, with shelves piled high with arts and
crafts that fit easily into Western homes.
You can find everything here, from quirky printed T-shirts by Tantra and incense to wood-carvings,
bronze statues and carpets.
It's a one-stop shop for Indian souvenirs. The comparatively high prices reflect the high quality.
They have different concepts to viewing the kitschy art, for eg, Truck Art which is a colorful depiction of
the quotes painted on the back of trucks

BIBLIOGRAPHY
Basic Marketing by William D Perrault, Jr, E Jerome Mccarthy
Fodors.com
10best.com
Marketing Management Philip Kotler