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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

[Source: www.instagram.com,www. Facebook.com]

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

Brand focuses on Indian


Luxury

Limited presence over


India

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
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Segmentation, Targeting and Positioning


Segmentation:

Anokhis customers belong to the age group: 18 40 yea


Income level: Rs.30,000-Rs.50,000
Living in: Metro and urban cities.
Total population
of Indialiving
with
middle
income
group
andcities
above
Population
of aging
India
in urban
and
metro
Population
between
18-40
MIDDLE
INCOME
GROUP
ABOVE
URBAN
AND
METROAND
CITIES
18-40
others
OTHERS
OTHERS

58%

21%
42%
31%
69%
79%

[Source: World Factbook]

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:

Anokhi is a typical Indian ethnic wear promoting the ages


old dyeing crafts originating from Rajasthan blended with
hand block printing which is also available in categories
like stationary, accessories and home dcor.

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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

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Unique Selling Proposition


The combination of crafts and organic
fabrics

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Advantages of Organic Fabric

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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

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Promotional Strategy
Paid search:
Other
social
PR
Promotions:
Activities:
media:

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Competitive Analysis
Competitors
Product

Organic Bound

Anokhi

Fab India

Mens wear, Womens Mens wear, Womens Mens wear, Womens


wear,
wear,

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

through Anokhi promotes only Fabindia uses mobile


media, through social media. marketing,

newspaper ads and

newspapers,

magazines.

magazines

to

promote itself.
Place

Online Selling

Weak

market Weak

market Strong

presence

presence

presence

Available

Not available

Available

market

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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
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Segmentation, Targeting and


Positioning
Segmentation:

Age group: 18-40


Living in: Urban cities and metro
Income group: Middle income group and above
jhkh

Population of India living


in urban and
metro cities
18-40
Total populationPopulation
of India withaging
middlebetween
income group
and above
18-40METRO CITIES
others OTHERS
URBAN AND
MIDDLE INCOME GROUP AND ABOVE OTHERS

21%

31%
42%

58%
69%
79%

Source: World Factbook

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.
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How is Organic Bound different from


Anokhi?
Beachwear
Online selling
Better fits
Trend focused
silhouettes
Capsule collection

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