The Marketing mix of Being Human analyses the 4Ps of Being Human’s marketing strategy, which includes the Product, Price, Place, and Promotion of Being Human’s clothing. Being Human is a fashion brand by Mandhani Industries. The company was established under Being Human –The Salman Khan Foundation, which is dedicated to providing education and healthcare to the underprivileged section of society. The company’s motto of being human-to-human marketing is philanthropic, as all the proceeds from the clothing line are used to support the foundation’s education, research, and healthcare initiatives.
The clothing line embodies values like love, care, sharing, community, hope, creation, help, and joy.
The company was launched by Mandhana Industries in 2012. It holds exclusive rights to design, manufacture, retail, and distribute Being Human clothing. The major competitors of the company include:
- Max
- Bossini
- United Colors of Benetton
About Being Human
- Type: Fashion brand
- Industry: Apparel and accessories
- Founded: 2011
- Founders: Mandhana Industries and Salman Khan
- Headquarters: Mumbai, India
- Area served: India, Middle East, Europe, and North America
- Current CEO: Rakesh Mandhani
- Number of employees: Over 1,000
- Major products: Clothing, footwear, accessories, eyewear, and fragrances
Table of Contents
Being Human Product Strategy
Being Human, a clothing and lifestyle brand, offers a product and marketing mix of being human that focuses on casual wear and accessories. The Being Human apparel is made with the best and purest pure organic cotton. The products come in different sizes, colors, and designs and are suitable for casual, formal, party, and sportswear. The clothing line offers the following variety of clothing under the broad categories of Men and women’s tops and bottoms.
The new Product Mix of Being Human in 2023 is as follows (Source).
- Men’s Apparel: This category includes various clothing items such as t-shirts, shirts, jeans, trousers, shorts, and jackets. The designs are generally casual and urban, appealing to a young, fashion-conscious demographic.
- Women’s Apparel: Similar to the men’s line, the women’s collection offers t-shirts, tops, jeans, trousers, dresses, and jackets. The designs blend contemporary fashion trends with comfort and versatility.
- Kid’s Apparel: Being Human also caters to children with a range of kid’s clothing. This includes miniature versions of their adult clothing lines, designed to be stylish and comfortable for children.
- Accessories: The brand offers a range of accessories for both men and women. This includes belts, wallets, caps, and bags designed to complement their clothing lines.
- Footwear: Being Human has a selection of footwear that includes casual shoes, sneakers, and sandals. These are designed to match the calm and relaxed style of their apparel.
- Jewelry: In some markets, Being Human offers a jewelry line, including bracelets and necklaces, often featuring the brand’s distinctive logo or motifs.
- Watches: The brand has a collection of watches that are designed to be stylish and functional, catering to both men and women.
- Fragrances: Being Human has introduced a range of fragrances, offering different scents to suit various preferences and occasions.
Being Human Place Strategy
The brand and business follow a policy of multi-channel retailing. Apart from marketing from company-owned stores, it operates on a franchise business model.
The Being Human flagship store was launched in Bandra, a suburb of Mumbai. Being Human Clothing line has stores within India and countries around world likeBelgium, France, Middle East and Spain. In UAE, it has clothes and is available across 100 stores of a fashion and lifestyle retailer called Splash and Iconic.
Jabong, Snapdeal, Amazon, Flipkart, and Myntra are some e-commerce companies and websites where Being Human clothing is sold.
In 2016, for example, the company opened four new stores in India. Apart from the metropolis, it has also launched stores in smaller cities like Ambala and Udaipur and II-tier cities like Bhopal and Ahmedabad. The company has 31 brands and exclusive brand outlets in India, including one in Nepal at Rising Mall.
Here’s the Place Strategy of Being Human:
- Retail Stores in Prime Locations: Being Human has established its retail stores in prime locations, including major shopping malls and urban shopping districts. This strategic placement ensures high visibility and accessibility to a broad consumer base.
- E-Commerce Platforms: Understanding the importance of online shopping, Being Human products are available on their website and major e-commerce platforms. This online presence caters to the convenience of digital-savvy consumers and expands their reach.
- Multi-Brand Outlets: Being Human collaborates with multi-brand outlets, making their products available in stores with multiple clothing brands. This strategy increases their market penetration and accessibility to customers who shop at these outlets.
- International Expansion: Being Human has expanded internationally, targeting markets demanding Indian fashion and the brand’s unique style. This includes countries in the Middle East, Asia, and Europe.
- Selective Franchise Model: In certain regions, Being Human employs a franchise model to expand its retail footprint. This approach allows the brand to grow its presence in new markets while leveraging local expertise and minimizing direct operational costs.
Being Human Pricing Strategy
Being Human Clothing brand offers contemporary men’s and women’s apparel. The clothes are modern and chic and therefore target the youth and children audience. The idea is to make real people look good and comfortable.
Many of the clothes come at an affordable price suitable to the middle class, though some products are also in the premiere range. People sometimes buy and sell the products at a much higher price rate because of the noble cause behind it.
The company believes in accessible pricing and customer experience. Therefore, the average price of products starts at Rs. 650-750. The maximum price is Rs 2000-3000.
The products are available in flagship stores, e-commerce sites, as well as through distributors. E-commerce sites like Jabong often sell products to customers at a discounted rate or sale.
Being Human employs a strategic pricing approach and marketing mix that aligns with its personal brand identity and market positioning. Here’s a breakdown of their pricing strategy:
- Premium Affordable Pricing: Being Human positions itself in the ‘premium affordable’ segment. The brand sets prices that are accessible to a broad segment of the market yet slightly higher than essential high-street fashion brands. This pricing reflects the quality and style of its products while remaining attainable for its target demographic.
- Perceived Value Pricing: The brand leverages the perceived value of its products, including the fashion appeal and the social cause associated with it. A portion of Being Human’s sales goes towards charitable activities, which adds to the perceived value and justifies a slightly higher price point.
- Competitive Analysis: Being Human keenly observes competitors’ pricing strategies within the same fashion segment. They ensure their products are competitively priced to offer good value while maintaining the brand’s premium appeal.
- Dynamic and Seasonal Pricing: The brand adopts active pricing strategies to adjust prices in response to market trends, inventory levels, and seasonal demands. This includes special pricing during festivals, holidays, and end-of-season sales to attract customers and clear out-of-season stock.
- Psychological Pricing: Being Human often employs psychological pricing tactics, pricing products at $29.99 instead of $30.00. This strategy effectively makes products appear more affordable appealing to a price-sensitive customer base.
- Promotional Pricing for New Collections and Collaborations: Being Human may use promotional pricing strategies for new collections or special collaborations to generate excitement and encourage trial purchases. This can include introductory offers or limited-time discounts.
Being Human Promotion Strategy
Bollywood hero Salman Khan is the brand ambassador of the Being Human clothing line. Its products are promoted through magazines, media events, and social networking sites. The brand ambassador Salman Khan is a big promoter of Being Human because of his huge fan following.
The company runs a customer loyalty program where a consumer can earn two goodness points for every Rs.100 of money at a point of sale (POS). The points can be redeemed at any of the brand’s exclusive outlets. The consumer can start saving the points once he accumulates 100 goodness points.
Some Recent Video ads and Print ads of Being Human are:
Being Human Clothing | New Arrivals- Autumn Winter 2021 – YouTube
Being Human clothing | Spring Summer 22 collection – YouTube
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