Internet Retailing

Fashion Marketing Management

Developing a Marketing Plan – STP and Marketing Mix

Submitted By :

Anna Sunny

Pankhuri Bhardwaj

Poorti Sangal

Sagarika David

MFM - I

2011-2013

Faculty Incharge : Dr. Sibichan Mathew

Submitted on : 22.11.2011

Table of Contents

1. Introduction : About F2- Fashion and Function

2. Segmentation, Targeting and Positioning

3. Marketing Mix

i. Product

ii. Price

iii. Place

iv. Promotion

4. SWOT Analysis

Introduction : About F2 – Fashion and Function

It is said that a woman carries her world in her bag. A woman’s bag is where she carries anything and everything that she requires, and all that she doesn’t require.

Looking at the market for bags today, we find many retailers selling fashion bags. However, these are either high fashion designer bags of the likes of Louis Vuitton, Marc Jacobs, Burberry etc. or are available in the mass market, poor in quality and low on fashion and design. Both categories fail to cater to the largest consumer segment in India : The Middle Class.

Considering the need for high fashion bags at comparatively lower prices than already available for the younger generation, we thought of launching a brand for such bags that are of good quality, high on fashion and design and also affordable.

F2 stands for Fashion and Function – the very two qualities that define the woman of today. F2 brings to you the spirit of India womanhood. She is sometimes bold, sometimes demure, sometimes modern, sometimes traditional, sometimes understated, sometimes stimulating. Designed and tailored with passion, each F2 bag brings the promise of satisfying every woman who dreams of owning a good bag.

Market Segmentation, Targeting and Positioning for the Brand

The market for F2 has been segmented on the basis of the following factors:

1. Geographic Region – We are targeting New Delhi and NCR as our main trading area as the major...