BIBA is the private limited company of apparels, and considered as the Indian fashion big giant that stands true according to the names. This brand has been embellishing and dressing demure maidens across the India from 1986. The contemporary ethnic and traditional fashion at the most reasonable and affordable prices is the major goal of BIBA and commitment of its fashion enthusiast, which offer dupatta sets, churidars in cotton, in the shades of different colors, and all colors are irresistible patterns and combinations. The mix and match kameez and kurta items are available in all lengths at BIBA, and providing the experience of pleasure of the traditional Indian wear a part of the body type (BIBA, 2018).
Product in Marketing Mix of BIBA
BIBA is emerging successfully in the ethnic wear item category, with the several and multiple awards such as “Golden Seale trophy”. It is also consistently rates as “most admired ethnic wear brand”. The pioneer of the Bollywood merchandising with multiple successful and hit film projects in India. The strong existence in more than 40 cities along with the 90 stores and in various MBO’s such as Shopper’s stop, lifestyle, central, Pentaloon, etc. It has strong product portfolio in both stitch and unstitched clothes in different fabrics, in different mix and match colors. It also design the costumes for the film projects, and mainly did in the past, for example; Na tum jano na hum, Devdas, Baghban, and Hulchul. It has also a broad range of designer jewelry, according to the Indian traditions and consumer taste (BIBA, 2018).
Price in Marketing Mix of BIBA
BIBA is offering every type of apparels like kurta, shalwar, churidar, dupatta, Patiala shalwar, jumpsuits, bottoms, and for this it face immense competition in the market, as there are many competitors in this industry that are competing with BIBA at greater level. Because of which, competitive pricing strategy is adopted by BIBA, as this helps in targeting the high end market, and budget friendly costumes are the preference of the directors of the films, which helps them in attracting the Bollywood industry too. Many competitors are in the market, which shows that there are no such barriers to entry, and hence, it needs to offer some discounts and sales prices to increase the sales volume, and attracting normal common market, as still the mass market is the main focus of the company (Atit, 2018).
Place in Marketing Mix of BIBA
BIBA is the private limited company of apparel, deals in both stitched and unstitched fabrics for women, and also in jewelry. It has its own retail outlets globally, but it’s headquarter is in India. It has broad distribution network, as it needs to make sure that all the latest fabrics and apparels. It greatly depends on its distribution channel, as with every season, it is necessary to deliver the collection to retail stores for the availability purpose. Moreover, apart from traditional retail chains, it also has its own website and online portals, for those who cannot visit the stores. It needs to make sure the demanded products are in warehouse and made available to the consumers (BIBA, 2018).
Promotion in Marketing Mix of BIBA
As being designing the costumes for the Bollywood fillm projects like Devdas, and Baghban, it made it very efficient appearance in front of the whole region, that everyone still admire the dresses of the actresses and actors in the film, which is the most effective promotion and publicity stunt. BIBA also make to offer various promotional discounts and sales offer over its product categories to attract new customers and individuals, to increase the sales quota. Done effective and broad youth marketing mainly on social media platforms, like Quirky closet campaign, and guess the look. It targeted young generation mainly along with all age women, who prefer different styles. Its ads contain moral messages in the most beautiful way, which connect the consumers with the brands. It uses emotional ad campaign. And endorses many famous celebrities and star kids, for the promotion of the brand. Its effective promotional strategies and approaches help the company in expanding and growth (ET brand equity, 2017).
AtitMore, 2018. Founder Of BIBA Meena Bindra Success Story, Life Journey Woman Who Turn Her Passion Into Multi-Million Business. [Online], Available at: https://blog.evergalax.com/business/entrepreneur/biba-meena-bindra-success-story/, [Accessed on: 5th July, 2018].
BIBA, 2018. About Us. [Online], Available at: https://www.biba.in/about-us, [Accessed on: 5th July, 2018].
ET brand equity, 2017. That’s my girl: BIBA’s latest ad campaign brings alive a mother-daughter relationship. [Online], Available at: https://brandequity.economictimes.indiatimes.com/news/advertising/thats-my-girl-bibas-latest-ad-campaign-brings-alive-a-mother-daughter-relationship/60780815, [Accessed on: 5th July, 2018].