PRESENTED BY

DEBDEEP GHOSH
KHUSBOO AGRAWAL
PRACHI YASH
RISILA PRAMANICK
SHIVANGI DUTTA
 OBJECTIVE

To study the 7 Ps of marketing mix in

the context of the brand ‘BIBA’.
• Indian fashion brand.

•Founded by Meena
Bindra in 1988.

•More than 150 EBO’s

and 225 MBO’s.

•Spread across 40 cities.

•Available in MBO’s such

as Shopper’s stop,
lifestyle, central,
Pantaloons, etc.
WHAT IS MARKETING MIX ?

Set of controllable
marketing tools
that the firm
blends to produce
the response it
wants in the target
market.
PRODUCT
 DEALS IN ETHNIC WEAR.

PRODUCT
LINE

Mix and Easy

Suit Sets Jewellery
Match Stitch
1. Mix and Match
Top
Bottom
Shop By Fit
Duppatas
 A
2. Suits Sets S
S
K
A
Y L
M I
E D
T A
R R
I
C
S
F
T
L
R
A
A
R
I
E
G
D
H
A LINE ANARKALI T
3. Easy Stitch

PRINTED EMBROIDERY EMBELLISHED

DRESS DRESS DRESS
MATERIAL MATERIAL MATERIAL
4. Jewellery
PRICE
• Usesprice skimming, competitive pricing, and
psychological pricing strategies.

• Ranges Rs.200 to Rs. 10,000.

• Discounts as per the season and festivals.

• Prices are affordable and reasonable.

• Almost Same Price compared to rival brands.

 PLACE

ONLINE
(www.biba.in)
IN STORES
PROMOTION
In south city mall, they had graphic displays on the
screens across the mall
→ Advertises through TV commercials, print ads in
newspapers, magazines

→ Posts frequently on INSTAGRAM (@bibaindia) and

FACEBOOK (@bibaindia) about their new collections,
new arrivals, etc.

→ Offer various promotional discounts and sales.

→ Designing the costumes for the Bollywood film

projects like Devdas, and Baghban
 PEOPLE

• Store manager, visual

merchandiser,
assisstants, cashier,
security guards are
present in the store.

• They are well dressed.

• Polite and well

behaved.
PROCESS
• Usual method of selecting,
trial and billing is
followed up in stores.

• Online the process is of

selecting the required
product using filter
checkboxes followed up by
payment and deliver.

• Return and refund

policies are very customer
friendly.
PHYSICAL EVIDENCE
 REFERENCES

•Marketing Mix of BIBA.” Marketing Mixx,

marketingmixx.com/marketing-basics/marketing-mix/639-
marketing-mix-of-biba.html.

•Knowledge gathered and interpreted through the visit by the

group members

•www.biba.in