BOMBAY DYEING

From a small cotton yarn operating unit established by Nowrosjee Wadia

in 1879, Bombay Dyeing has now grown to be one of the most powerful
brands in the country. With a legacy of over a hundred years, time today
stands testimony to the company’s consistent growth and stability.

HISTORY:
Bombay Dyeing is flagship company of the Nusli Wadia Group that was established in 1879. It was
started by Nowrosjee Wadia, who began the operations on small scale with cotton yarn spun dip
dyed in three colors turkey red, green and orange and later was laid out in sun to dry.

Presently it has a distribution chain of over 600 exclusive stores across the country. It is engaged
into manufacturing textile and chemicals. Bombay Dyeing is country’s largest exporter of textiles.

INTRODUCTION:
It manufactures wide range of cotton suitings, polyester cotton suitings, shoe lining and
duck fabrics, satin furnishings, yarn dyed fabrics, towels, table tops and napkins, satin
bed sets, etc. Textile manufacturing is main activity of Bombay Dyeing with 5
manufacturing facilities confirming to international standards.
Its daily production of fabrics is 300000 meters.
Nearly 50% of Bombay Dyeing's production is exported to USA, Canada, UK, Germany,
Netherlands, Italy, France, Poland, Czechoslovakia, New Zealand, Switzerland, and many
more countries.
Its spinning and winding facilities has an installed capacity of 135,336 ring spindles.
(or)

Bombay Dyeing & Manufacturing Corporation Limited is a publicly owned company,

which is a part of the Wadia Group, founded in 1879 in India and primarily engaged in
the business of textiles and is one of the largest textile producers in India. The company
has been categorized into three segments Bombay realty (real estate activities, B2C),
Home & You (Textiles, B2C), and PSF business (polyester staple fiber, B2B). The
company had generated a revenue of Rs. 18.85 billion in 2016-17 of which the
contribution from PSF was the highest at 65%, textiles were 18% and Bombay realty was
17%. As per recent news reports, Bombay dyeing has decided to exit the textile
manufacturing and focus on re-branding, by investing Rs.

100 crores in the project, to bring the retail division more profitable. The manufacturing
of the textiles would be outsourced.
->MILESTONE:
 Bombay Dyeing has received ISO–9002–1994 certification for 'Quality Management System'.
 It has also received ISO–14001–1996, certification for 'Environmental Management System'
 The company has also won SRTEPC and TEXPROCIL Gold Trophies for its outstanding
export performance for poly cotton blended fabrics and made–ups.
 2010
– Bombay Dyeing has launched 'Aroma Rich', its range of fragrant bed linen.
– Bombay Dyeing has launched a new range of bedsheet called E Magic with properties of
Vitamin E.

Bombay Dyeing Marketing Strategy & Mix (4Ps)

Published by MBA Skool Team, Last Updated: October 03, 2017

Marketing Strategy of Bombay Dyeing analyses the brand with the marketing mix framework
which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies
like product innovation, pricing approach, promotion planning etc. These business strategies,
based on Bombay Dyeing marketing mix, help the brand succeed.

Bombay Dyeing marketing strategy helps the brand/company to position itself competitively in
the market and achieve its business goals & objectives.

Let us start the Bombay Dyeing Marketing Strategy & Mix to understand its product, pricing,
advertising & distribution strategies:

1.Bombay Dyeing Product Strategy:

The product strategy and mix in Bombay Dyeing marketing strategy can be explained as follows:

Bombay Dyeing is a well renowned textile and clothing brand in India having a huge customer
base. The Bombay Dyeing textile (Home and You) segment, which is the retail business, consists
of three broad categories in its marketing mix- bed, bath and coordinates with products such as
bed linens, towels, bathrobes, bath mats, blankets, quilt& comforter, pillow, duvet covers etc.
Bombay dyeing is an iconic brand which is known for its superior quality, unparalleled product
range offering stylish classics to modern, trendy and youthful designs for a variety of
consumers. The PSF segment caters to the business to business market with the fiber supplied
to other venders for filling the pillows, mattresses etc. The products are designed in in-house
studios with exclusive Bombay dyeing designers keeping the brand customer-centric. Also, the
company is also planning to provide a service in the form of ‘experience centres’ across the
country to showcase its products to potential customers using 30 existing company owned
stores.

2.Bombay Dyeing Price/Pricing Strategy:

Below is the pricing strategy in Bombay Dyeing marketing strategy:

Bombay dyeing has always maintained its position in the affordable premium segment with
current focus on the changing tastes of young consumers.

Thus, Bombay Dyeing uses a dual retail pricing strategy in its marketing mix to cater to the low
end and high end of the market. It has products priced for value conscious consumers for whom
the products start from Rs. 799 in bed linen category and Rs. 199 in the bath linen segment and
for fashion led premium consumer preferences, who want high end fabrics and innovative
designs, for whom the premium category would start from Rs. 7000. With competition from
Chinese imports which had been eating into the domestic market, the effect of demonetization
has been felt positively on the brand as it had pushed the costs of Chinese imports up, thus
providing a level playing field for the domestic players.

3.Bombay Dyeing Place & Distribution Strategy:

Following is the distribution strategy in the Bombay Dyeing marketing mix:

Bombay Dyeing products reach its consumer majorly through retail outlets. Its geographical
segments include India and Rest of the World. The company has 5 textile manufacturing
facilities conforming to international standards from which products are supplied to various
outlets. Even though the textile manufacturing is soon going to be outsourced, Bombay dyeing
will keep the design studio in-house for its range of products in the various categories. The
products reach its consumers directly through company owned stores and its E-commerce
websites. Further, the company also reaches its consumers with the help on intermediaries
through franchises, authorized retail sellers, multi-brand retailers and other ecommerce
portals. The products are currently available in more than 5000 multi-brand outlets, 200
franchises and 600 exclusive stores. The Bombay Dyeing retail business makeover plan seeks to
increase the existing multi-brand retail outlet to 10000 and franchise stores to 500 with
approximately Rs.

50 lakhs expected to be spent on each of the franchise store setup.

4.Bombay Dyeing Promotion & Advertising Strategy:

The promotional and advertising strategy in the Bombay Dyeing marketing strategy is as
follows:

Bombay Dyeing brand is 130+ years old and has been always lauded as a traditional brand
synonymous with glamor and style. Currently the Bombay Dyeing brand is focusing on the
young consumers for whom they are trying to position themselves as 'Young contemporary and
ever-evolving' as it already has an aged loyal customer base. The brand is promoted through a
mix of marketing channels which includes outdoor advertising, TV advertising, with a major
focus on print ads in newspaper and magazines. Bombay Dyeing also sponsors many events
including Gladrags Manhunt and Mega model contest. The promotion is also expected to
happen for the targeted youth and millennials through the experience stores it plans to setup
under the retail business makeover plan which would provide a first-hand experience of the
products to the customers. Hence this concludes the marketing mix of Bombay Dyeing.
5.Physical Evidence

The marketing mix must take into consideration everything that your customer
experiences along their journey with you - from the very beginning when they’re just
becoming aware of your brand, up to the point of sale and beyond.

Physical evidence means more than just proof of purchase. Whilst it does include this
important aspect, physical evidence also encompasses the overall existence of your
brand. Think website, branding, social media, the logo on your building, your store’s
decor, the packaging of your products and the post-purchase thank you email. All of
these elements offer your customer the physical evidence they need to be certain
that your business is viable, reliable and legitimate.

There are a multitude of scams, fake companies and untrustworthy businesses both
online and in the physical world. For consumers to truly be comfortable with you, to
complete a purchase, remain loyal and advocate for your brand, they need to be
confident that you’re legitimate and worth their time.

To create a well-crafted strategy that ensures you offer great customer support, be
sure to deliver products and receipts efficiently and reliably, and provide a customer
experience that is seamless across each and every touchpoint.

6. People

People, in the marketing mix, refers to anyone directly or indirectly involved in the
business side of the enterprise. That means anyone involved in selling a product or
service, designing it, marketing, managing teams, representing customers, recruiting
and training.

It’s critical to the success of your brand, and the satisfaction of your customers, that
everyone who represents the company (including the chatbots) is polite,
professional, knowledgeable and fully trained. Employees need to be able to solve
the problems that customers have so, as a business, you need to offer training, good
working environments and anything that will safeguard the contentment of your
employees.
Excellent customer service is a must for any brand operating in today’s customer-
centric market. Digital strategist, Dave Chaffey, says that people buy from people -
because of the human connection that we all typically crave. This doesn’t necessarily
mean that people are inclined to purchase in-store from a physically present human.
When marketers create a strategy that’s highly tailored and personalised, campaigns
that are human experience-focused can be as influential as the best, most persuasive
salesperson.

Be sure to maintain a positive brand reputation by addressing and resolving

customer complaints, rather than just ignoring them. This will support your recovery
and, if handled correctly, help you to avoid any future damage to your brand
reputation.

Employing and retaining the right people is key for both long and short term success.

7. Process
So you have a product and you have your target audience. How do you deliver the
product to the customer? This in-between aspect can be called the process.

It involves how your business runs, how the service is delivered, how the product is
packaged, how your customers move down the sales funnel, checkout, shipping,
delivery, etc. Essentially the process describes the series of actions or the
fundamental elements that are involved in delivering the product or service to the
customer.

The more seamless and personalised your processes are, the happier your customers
will be. If you have a product that’s of good quality, chances are you won’t hear any
complaints. But there are so many different pieces of the process puzzle that you
have to consider in your marketing strategy. So if you’re going to experience
complaints, it will likely be at this point. Customers typically feel frustrated or
dissatisfied by late shipping, additional costs, poor communication or a lack of
support.

You can minimise complaints and optimise your process by keeping an eye on online
reviews. If customers complain then you know it’s time to reevaluate and
reconfigure your processes. Word of mouth, especially in the digital world, has the
power to make or break a brand. So every part of the buyer’s journey has to be
seamless and efficient.

Of course, you need to plan your processes in a way that minimises the costs on your
part, whilst also maximising the benefits and value for your customer.
Regularly assessing, adjusting and adapting your processes will help to structure your
business efforts so that you can function at optimal efficiency.

RETAIL BRANDING:
Retail branding is a strategy based on the brand concept and which transfers it to
a retail company. A retailer's “products” are his stores that can be marketed in a similar
way to a branded good. A retail brand is then a group of the retailer's outlets which carry
a unique name, symbol, logo or combination thereof. Bed and bath linen retailer
Bombay Dyeing and Manufacturing Co. has been trying to reinvent itself over the last
two years, by moving away from its manufacturing heritage and becoming a retail
brand.

The retail unit of Bombay Dyeing, part of the Wadia Group, has outsourced its
manufacturing operations and is now rejigging its management, communication, go-
to-market strategy and employee profile to reflect the transformation, a top executive
said.