Professional Documents
Culture Documents
History
Founded 40 years
ago in Jaipur
Founders: Faith
Singh and J.P.
Johnson
[Source-www.anokhi.com]
Product Range
Promotion
Doesnt use mobile marketing
Only active on social media
Place
Available in 19 cities
in India
Anokhi does not offer
its products for online
selling
[Source-www.anokhi.com]
Price
The price ranges from Rs.150-Rs.9000 in order
to provide something for all its customers.
[Source-www.anokhi.com]
Competitors of Anokhi
BRAND
NAME
STRENGTH
WEAKNESSE
S
FABINDIA
Differentiable products
Brand recognition and
loyalty
Different categories of
stores
Limited international
market penetration
GOOD EARTH
Supply Chain
In house sampling and
designing
Artisans in the village
dye and print the fabric.
Block printed fabric is brought
to Anokhis factory in Jaipur and
turned into final product
8
58%
21%
42%
31%
69%
79%
Total
Population
of
living
urban and
Total
populationOf
= India
125
crores
Total
Population
India
WithinMiddle
metro
cities = 4.93
Crores
Total population
aging
between
Income
Group
& above
= 26.7 18-40
Crores
Targeting:
Anokhi targets an urban middle and upper class
customer. Anokhi is also able to serve the tastes and
preferences of foreign tourists who are fond of Indian
crafts.
Positioning:
10
Introduction
Launch a competitor brand of the existing
brand, Anokhi.
After studying the brand Anokhi and primary
research, we analyzed that most of the
respondents thought beachwear is what Anokhi
should have.
Well also be selling our products online
11
12
13
14
SWOT Analysis
Strength:
Variety of traditional prints
Availability of block printed beachwear
Weakness:
New in the market
No history
Opportunity:
Online availability
New product launch
Threats:
Competition from
unorganised market
Competitors like
FabIndia and Anokhi
15
Promotional Strategy
Paid search:
Other
social
PR
Promotions:
Activities:
media:
16
Competitive Analysis
Competitors
Product
Organic Bound
Anokhi
Fab India
childrens wear,
home
decor, wear,
stationery,
children
home
decor, wear,
stationery,
accessories
s wear,
childrens
home
decor,
stationery,
and accessories
accessories,
beach wear
personal
organic
care
and
organic food
Price
Rs.50- Rs.7000
Promotion
Promotes
social
Rs.150-Rs.9000
Rs.100-Rs.60,000
newspapers,
magazines.
magazines
to
promote itself.
Place
Online Selling
Weak
market Weak
market Strong
presence
presence
presence
Available
Not available
Available
market
17
Supply Chain
Cotton from Maharashtra
Silk from Bengaluru
Cotton and lycra from
Tiruppur
Designing in house in
Jaipur Printing from artisans
from nearby villages
Promote women employment
and provide creche for their
children
18
21%
31%
42%
58%
69%
79%
TotalPopulation
Population
of India
India With
living
incrores
urban
and Group &
Total population:
125
Total
Of
Middle
Income
19
metro
cities
=
4.93
Crores
Total population aging between 18-40=
Targeting:
People who are:
Eco friendly
Wear comfortable yet stylish clothes
Fond of craftwork
Trust online shopping
Positioning:
Organic bound is a brand attached to their culture
which provides its customers with traditional prints and
organic fabrics with stylish and trendy blend.
20
21