Global Desi Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Global Desi through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Global Desi Product Strategy:
Global Desi is a leading Indian fashion brand offering high-end ladies wear. It serves the ethnic Indian wear market. Its products are designed by Anita Dongre, its founder who started AND apparels. It offers the perfect indo-western fusion with products catering to both sets of needs. Global Desi is an all-in-one store offering a variety of products be it stoles, bags, dresses, purses, handbags. It has a very diverse ethnic product portfolio in its marketing mix which including a plethora of choices for its consumers like tops, kurtis, tunics, palazzos, jeans, patialas, chudidhars, etc. It’s products are made in a way to be suitable for multiple occasions be it a visit to a temple, a family occasion a party, or just casual hangouts. It pays great importance to the quality of the fabric it uses and is very particular about the material used, it tries to make clothes which are both fashionable, comfortable and stylish at the same time. The stand out point about it's products is that within a single product be it a kurti or some other top they offer several alterations and options like short sleeve/long sleeves for the same design, different lengths of kurtis- short, long, mid size.
Image: company website
This concludes the product strategy in Global Desi marketing mix & strategy.
Global Desi Price/Pricing Strategy:
Below is the pricing strategy in Global Desi marketing mix strategy:
Global Desi caters between the high-end market and the mid-range market of products, it is just priced rightly to offer designer wear clothes at reasonable prices. It is priced between a designer dress which cost as much a lakh rupees to mass market products available for Rs.500 hence it caters to the space commonly known as 'bridge to luxury' in its segment.
It caters to a vast audience of ethnic wearers and is priced anywhere between Rs. 700 to Rs. 4000 and is available at multiple different stores across India. It also offers seasonal pricing by giving discounts in key seasons and festivals in its retail outlets and also in collaboration with major e-commerce players like Myntra, Flipkart, Amazon, etc.
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Global Desi Place & Distribution Strategy:
Following is the distribution strategy in the Global Desi marketing mix:
Started with a single experimental store in Mumbai under the brand of AND, Global Desi now has more than 100 stores all over India. Its distribution network is very strong with both an offline and online presence. It uses a multi-channel approach by offering its products both in its own stores and also in major retail shops like Pantaloons, Central, etc. Its shops are usually designed in an ethnic manner to align with the company’s products and the brand as a whole. Distribution plays a major role for it as it’s a company in the growing stages of its PLC.
Has a smaller distribution when compared to its major competitors like BIBA but it also has a bit of a more niche audience as well
Global Desi Promotion & Advertising Strategy:
The promotional and advertising strategy in the Global Desi marketing mix is as follows:
Global Desi uses multi-channel promotional campaigns. It uses many different media channels like TV, newspapers, magazines. It uses intensive marketing strategies like mass media campaigns. It also has a substantial online presence in social media houses like Facebook, twitter, etc. Promotion via its ambassadors- it uses brand ambassadors as well to market its products, the famous Indian actresses are also a reason for the vast popularity of the brand in a short time. Online bloggers and influencers are also used by global desi to market its products. New campaigns with new products as trends keep changing have to be made in the fashion industry and it also does that quite well. This concludes the marketing mix of Global Desi.
About Global Desi:
Started by Anita Dongre in 2007 the owner of AND apparels, it started as a sub-brand of AND. While AND is a totally western apparel brand, Global Desi is an ethnic wear brand launched under to serve the Indian wear segment. It is the right mix between ethnic Indian wear and modern western wear and has its target audience as the Indian youth women.
It is a company in the growing stage of its Product Life Cycle and is making rapid strides in the fashion industry and offers qualitative clothes at the right prices. It is available in most major retailers in India be it Central, Pantaloons, Big Bazaar, etc.
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