The Marketing mix of Jabong analyses the 4Ps of Jabong, which includes the Product, Price, Place, and Promotion of Jabong. Jabong.com is an e-commerce company of Indian origins. It is associated with the lifestyle and fashion industry and deals in selling related products. The company was founded in 2012 by its co-founders, Arun Mohan, Lakshmi Potluri, and Praveen Sinha. In July 2016, Jabong was acquired by Flipkart via Myntra for an estimated 70 million dollars. Some of its rival companies are as follows-
- Snap Deal
- Amazon
- Home Shop 18
- eBay
- Naaptol
About Jabong
- Type: Online fashion and lifestyle e-commerce portal
- Industry: Fashion and lifestyle
- Founded: 2012
- Founders: Praveen Sinha, Lakshmi Potluri, Arun Chandra Mohan and Manu Kumar Jain
- Headquarters: Gurugram, NCR, India
- Area served: India
- Key people: Manu Kumar Jain (Chairman) and Praveen Sinha (CEO)
- Number of employees: 1,000
Table of Contents
Jabong Product Strategy
Jabong is an e-store and carries nearly ninety thousand products from one thousand brands. In the year 2014, it partnered with the fashion platform “Stylista” to include Indian designers and retailers like Nishka Lulla, Priyadarshini Rao, and Wendell Rodricks in its portal.
The new Product Mix of Jabong in 2023 is as follows (Source).
- Apparel: This was a significant category featuring a wide range of clothing for men, women, and children. It included everything from everyday wear to formal and ethnic attire.
- Footwear: Jabong offers a vast selection of footwear catering to different occasions and preferences, including sports shoes, formal shoes, casual wear, and ethnic styles.
- Accessories: The platform provides a variety of fashion accessories such as bags, belts, sunglasses, watches, and jewelry.
- Beauty Products: Jabong also had a segment dedicated to beauty and personal care products, including skincare, haircare, makeup, and fragrances.
- Home and Living: This category included home decor items, furnishings, kitchenware, and bath products catering to the lifestyle segment.
- Sports: Active and sportswear, along with sports equipment and accessories, were also part of Jabong’s product mix, targeting fitness and sports enthusiasts.
- Kids: Apart from men and women, Jabong had a dedicated section for kids’ wear and accessories, covering a range of age groups.
Jabong was known for offering consumers a wide range of local and international brands, often including designer labels and high-street brands. It provided a mix of budget-friendly and premium products, catering to a diverse customer base. The platform’s success was partly due to its wide variety, trendy selections, and appeal to the fashion-conscious consumer. However, with the consolidation of e-commerce fashion retail under Myntra, the distinct Jabong brand was phased out.
Jabong Place Strategy
Jabong has spread its presence in every part of India and has its headquarters base at Gurgaon in the NCR region. It was the trendiest and most visited online platform in the year 2013 during Great Online Shopping Festival. Jabong, in March 2013, was shipping nearly 6000-7000 orders to new customers daily; by September of that year, its orders had increased to 14,000 daily.
Its business model includes a managed marketplace service where Jabong offers services like logistics, marketing, and delivery and an inventory model where products are obtained from the source and later stored in its warehouses to be delivered according to demand. In 2014, Jabong partnered with the NBA to launch India’s first online and official NBA store. It also has an international presence via Jabongworld.com and receives maximum traffic from places like the United States, Mauritius, and Malaysia.
Here’s the place strategy of the Jabong:
- Online E-commerce Platform: Jabong primarily operated as an online platform, making it accessible to customers across India. This digital presence allowed for a broad geographic reach without needing physical stores.
- Nationwide Delivery Network: Jabong had an extensive delivery network that covered most parts of India, including remote areas. This ensured that customers from various geographic locations could access and receive their products.
- User-Friendly Website and Mobile App: The Jabong platform was accessible through both a website and a mobile app. These user-friendly interfaces were designed to provide a seamless shopping experience for customers using various devices.
- Strategic Warehouse Locations: To ensure efficient and timely delivery, Jabong maintained strategically located warehouses across India. This helped in minimizing delivery times and optimizing logistics.
- Partnerships with Courier and Logistics Companies: Jabong partnered with several courier and logistics companies to manage its deliveries. These partnerships were crucial in handling large orders and ensuring customer satisfaction with timely deliveries.
Jabong Pricing Strategy
Jabong.com is a commercial portal and firm; in February 2014, it raised 100 million dollars. 62% of its revenues come from Tier-3 and Tier-2 cities in India. Jabong faces stiff competition from several rival companies, and to compete with them, it has adopted a competitive pricing policy for its vast and diversified product portfolio. It offers periodic discounts and incentives through vouchers to reduce its prices. This helps maintain brand loyalty and keep its customers in suspense so they are always eager to know about the next discount offer. Reasonable and affordable rates have helped this online portal gain prominent sales figures and more significant revenues.
Here’s Jabong’s pricing and marketing strategy.
- Competitive Pricing: Jabong implemented a competitive pricing strategy to establish itself in the fiercely competitive online fashion retail market. They priced their products competitively against other e-commerce platforms to attract price-sensitive customers while maintaining a balance with the perceived value of their products.
- Discounts and Sales Promotions: Frequent discounts and promotional sales were a hallmark of Jabong’s pricing strategy. These included seasonal sales, festival discounts, and flash sales, which effectively drove traffic, increased sales volume, and cleared inventory.
- Dynamic Pricing Based on Market Trends: Jabong used dynamic pricing, adjusting the prices of its products based on market demand, trends, and inventory levels. This approach allowed them to respond swiftly to changes in the fashion market and consumer preferences.
- Segmented Pricing for Different Customer Groups: Jabong employed segmented pricing, offering different price ranges to cater to various customer segments. From budget-friendly brands to premium labels, the platform provided options for value-oriented buyers and luxury shoppers.
- Psychological Pricing Strategies: Jabong often used psychological pricing tactics, like pricing products just below a round number (e.g., ?999 instead of ?1000). This strategy is known to create a perception of value and encourage purchases.
- Strategic Use of Coupons and Loyalty Points: The platform strategically used coupons and loyalty points to encourage repeat purchases and retain customers. These incentives were often personalized based on customer shopping history and preferences.
Jabong Promotion Strategy
Jabong has been involved in aggressive marketing plans to create positive brand awareness. It is highly active via social media with several campaigns. In 2012, the company launched its first advertisement on television. In November 2013, it roped in Bollywood actress Chitrangada Singh to take part in its fitness campaign to promote Puma. Jabong has entered into a tie-up with ace designer Rohit Bahl to present an exclusive collection. It has also had a partnership for four seasons with Lakme Fashion Week, and in 2014, it was responsible for launching India Online Fashion Week.
In 2014, a fashion magazine titled “The Juice” was launched by Jabong.com every month, and it covered features and stories on pop culture, travel, trends, beauty, and fashion. The company has been the recipient of several recognitions and awards. It was ranked 25th in 2013 as India’s most trusted online brand. Jabong has a history of associating fashion products with several Indian films and presenting a fashion collection based on them, like Humpty Sharma Ki Dulhania, Bhag Milkha Bhag, and Yeh Jawaani Hai Deewani.
Some Recent Video ads and Print ads for Jabong are:
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