BIBA Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of BIBA through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
BIBA Product Strategy:
Biba is one of the largest Indian fashion brand having several stores across India. It is in the Indian ethnic wear category of the fashion industry. It has a large collection of ethnic wear as a part of its marketing mix product portfolio like kurtas, salwars, duppatas, churidars, Patiala suits, jumpsuits, etc. It is a multiple awards winner for its products across various categories. It is one of the few pioneers in Bollywood merchandising with it providing for movies like “Na Tum Jano Na Hum”, Devdas, Baghban, Hulchul, etc. It also is in replicating designer dresses from famous movies on demand for it's customers. Biba regularly launches new collections of Indian wear like the Wedding collection, Harayanvi kurta collection, etc.
Image: company website
This concludes the product strategy in BIBA marketing mix & strategy.
BIBA Price/Pricing Strategy:
Below is the pricing strategy in BIBA marketing mix strategy:
Biba offers a plethora of ethnic wear like kurtas, salwars, duppatas, churidars, Patiala suits, jumpsuits, etc. It has varied pricing for different kinds of products.
It targets both the mass and high end markets with products available to cater to both their needs. It has competitive pricing strategy and follows it in different segments integrating it with the market trends. It offers timely discounts in e-retailing websites like Myntra, Flipkart, etc. to boost its sales figures and to match the competitors discounts. It also targets Bollywood industry hence has very highly priced products as well specially designed by reputed designers like Manish Malhotra, etc. While operating in an industry with minimal entry barriers it keeps track of its pricing and the market trends and the designs. For the mass market it has very reasonable pricing structures in a variety of products in a variety of platforms as well.
Read more about BIBA
BIBA Place & Distribution Strategy:
Following is the distribution strategy in the BIBA marketing mix:
Biba has a pan-India multi-channel Distribution network. One of the first few in India to use shop-in-shop model with Pantaloons, Shoppers Stop and Lifestyle. It is available through 150+ stores in 70 cities, apart from presence in all the major retail chains. Further expansion plans are there with 200 stores to come up a few years. Wide-spread presence online on various e-retailing websites like Myntra, Flipkart, Amazon, Jabong, etc. It has its own website and online portal to reach customers online and spread awareness. Most of the sales through large-format multi-brand stores are on sale or return basis, wherein the payments are subject to sale made to end-customers.
Controlling inventories is a big differentiating factor among brands in the fashion industry as many of the apparels continually go out-of-date and hence it also focuses particularly in keeping its inventories at the optimal levels.
BIBA Promotion & Advertising Strategy:
The promotional and advertising strategy in the BIBA marketing mix is as follows:
Biba’s initial promotional activities were boosted through famous Bollywood movies – It had designed for movies like “Na Tum Jano Na Hum”, Devdas, Baghban, Hulchul, etc. Where the dresses of actresses came into the limelight and drew praises. Innovative marketing campaign is usually It's USP with a recent “Change is Beautiful” ad touching the hearts of many Indians by emphasising on Indian arrange marriages and their changing dynamics. It regularly gives promotional discounts at various festivals like Diwali, Dussehra, New Year, etc. Collaborative advertising with its online distribution partners like Myntra when they give seasonal discounts. It uses online and digital advertising on social media platforms like Facebook, etc. It's ads usually come with moral messages on the way people perceive beauty to reach and connect with its target audience of urban and semi-urban women. Hence this completes the Biba marketing mix.
About BIBA:
Biba Apparels is an Indian fashion brand of ethnic wear founded by Meena Bindra in 1988. It derived its name from a word in Punjabi meaning pretty women. Currently managed by her son Siddharth Bindra. It grew from her home with her taking a Rs.8000 loan to start the business to now a company earning revenue of 650 crores. It important collaboration with Manish Malhotra having a stake in his company. It is one of the fastest emerging brands in India. Future group had also acquired a stake in the company. It has collaboration with Rohit Bal, a differentiated collection of ethnic wear.
It has provided outfits for some Bollywood movies. The retail revolution in the country gave the brand the desired recognition and an opportunity to grow across the country.
Browse marketing strategy and 4Ps analysis of more brands similar to BIBA. The Marketing Mix & Strategy section covers 4Ps and 7Ps of more than 800 brands in 2 categories.
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