CRM Practices of Boutiques

 Group Members :
 Kishor Singh(070)
 Parul Ranjan(102)
 Pooja Mishra(105)
 Poorva(107)
 Pragya Pandey(108)
 Introduction
 Customer relationship management (CRM) is a broadly
recognized, widely-implemented strategy for managing a
company’s interactions with customers, clients and sales
prospects.

 The overall goals are to find, attract, and win new clients,
nurture and retain those the company already has and reduce
the costs of marketing and client service.
 Selected Boutiques
 Satya Paul  Fab India
 SATYA PAUL
 Mission: The Satya Paul label’s mission is to serve its
muse, the Satya Paul customer.

 She is the global woman of today; intelligent, responsive,

fulfilling many roles – nurturer, corporate hi-flier, world
citizen and ecological guardian-secure in her own skin.

 The label answers her sartorial needs with the Satya Paul
product line - sarees, fusion and western clothing; scarves,
stoles, bags, accessories and fabric.
BRAND STRATEGY

 Satya Paul Design Studio’s growth springs from a proactive

responsiveness to the customer, the environment, the rich
Indian culture and heritage.
 The studio operates from the strength of being a brand that
originated the vertically integrated, concept-to-customer
process, a process that begins with the yarn and extends to the
stand-alone or franchisee store.
 Great works of art inspire design and fabric; live music
orchestrates a catwalk presentation, making it a memorable
visual experience, aiding top-of-the mind brand recall.
BRAND PRESENCE

 Distributes the product through a chain of exclusive salons,

stand-alone and franchisee shops, premier fashion stores and
boutiques throughout India and in several foreign cities.

 The organisation is in the process of expanding and

identifying more premier locations both within India and
abroad.
TEAM:

 The brand is lead by Sanjay Kapoor, who oversees Finance

and Marketing, Jyoti Narula, who is hands onto Operations
and Logistics and Puneet Nanda, who is the Design head for
Satya Paul.

AWARDS:
 Kingfisher Award for the Fashion Brand of the Year, 2003
 Designer of the Year Award by Indian Academy of Art,
Culture & Industries, 2004.
CRM Practices
 The nature of Satya Paul’s luxury brand makes a strong case
for pampering customers and providing them with the little
extra.

 The motivation of staying ahead and gaining competitive

advantages made them embark on this CRM initiative.

 The sales staff tracked customer requirements in an informal

manner—nothing was recorded. It was all part of the
interaction that the staff had with the customers while in the
store.
Contd…
 A need was felt to make customer interaction a formal process
in which the staff would record the interaction they had with
the customers.

 The co. realized if the customers could be patronized, referrals

from them could become a source of new customers and
growth.
The Way Ahead:
 The label’s growth has been extremely gratifying, especially
through the period till the early 90’s during which time Satya
Paul was an undoubted market leader.

 The label’s growth continued to be strong especially in the

domestic sector, even as new directions were discovered, new
goals defined and re-prioritized to meet what was becoming a
challengingly different market for the entire industry.

 Characteristically Satya Paul command of colour and print.

Contd…
 Colour and print aside, what sets apart a brand is its
innovativeness and customer service.

 An example of innovativeness is the introduction of the

trouser saree, a synergistic and stylistic triumph.

 This, one in a series of innovations, could also symbolize what

Satya Paul does: to always move forward while never ignoring
the heritage that has brought them as a people to where they
are now.
FABINDIA
 “Our Endeavour is to provide customers with hand crafted
products which help support & encourage good
craftsmanship.”
– William Bissell
(MD Fabindia)

 Fabindia is a chain of retail stores in India producing ethnic

products carried out by the craftsmen of rural India.
 Mission:
 Fabindia does not have a co. based production unit. Their
mission has always been to work with village-based artisans
across India employing their regional textile skills &
specialties. They try to maximize the handmade process,
using hand woven, handblock- printed fabrics & vegetable
dyes as far as possible.

Vision:
 Fabindia’s vision is to expand to 200 stores & grow its
revenue to Rs. 8.6
Area of Operations:
 Garments

 Home

 Furniture

 Organic Foods

 Jewellery
COMPETITOR ANALYSIS
Retail Stores (Shopper’s Stop, Pantaloons, Globus, etc)
 Strengths:-
 1. Strong Pan-India presence
and awareness.
 2. Man-power expertise .
 3. Competitive Pricing.
 4. Robust supply chains and
short product development life
cycles.
 5. High marketing
communications spend.
Quality consciousness and
adherence to standards
 Weaknesses:-
 1. Product diversity lacking
 2. Stock as per running trends
and serve to fads- inconsistency
towards churning out quality
offerings in hand crafts
3.Authenticity of handcrafts-
No craftsmark present to
validate the crafts as against the
Fabindia offerings which have
the same imprinted on them.
COMPETITOR ANALYSIS
Designer Boutiques(Satya Paul, Ritu Kumar)
 Strengths:-  Weaknesses:-

 1. Product customization  1. Exorbitant prices-not

facilities-extremely high meant for masses

 2. Highest level of  2. Not a robust supply chain-

customer intimacy- not meant to be a pan-
Relationship marketing India operation
The Way Ahead:
 Capturing attention and engaging customers is critical.

 Fabindia can safely outclass many established brands in

the same retail space.

 We propose franchise model and selling in other stores

- Higher brand awareness and attracts consumers towards
handcrafted apparel.
- Reduces investment in Tier 1 and metros where real estate
prices are high.
- Consumers can directly compare brands in same segment.

 Build partnerships with matrimonial sites to promote traditional design as

wedding wear.
Comparison Between Satya Paul &
Fabindia:-
Though Fabindia is becoming popular day by day, it is not able
to outshine the designer boutique Satya Paul for following
reasons:
 Quality and prestigious brands are causing customers to drift.

 Consumers now identify with western brands which are high

priced and are influential in making choices.

 Tilt of Indian consumers towards foreign brands:

-Foreign brands alter lifestyle choices of the target market

-Imported or designer home furnishings have greater flaunt
value vis-à-vis Fabindia.
Conclusion:
 The Zone Of tolerance in case of boutiques is on
a lower side.

 Therefore all the touch points should be catered

with great care because any negligence by the
stores may cause the customers to switch to
other stores.

 Customer loyalty is extremely important in a

service form like this.
THANK YOU