Marketing Mix Of Jabong - Jabong Marketing Mix and 4 P's of Jabong

Jabong.com is an e-commerce company of Indian origins. It is associated with lifestyle and fashion industry and deals in selling of related products. The company was founded in the year 2012 by its co-founders Arun Mohan, Lakshmi Potluri and Praveen Sinha. In the year 2016, July, 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

Table of Contents

Product in the Marketing Mix Of Jabong :

Jabong is an e-store and carries nearly ninety thousand products from one thousand brands. In the year 2014, it partnered with fashion platform “Stylista” to include Indian designers like Nishka Lulla, Priyadarshini Rao and Wendell Rodricks in its portal. Jabong has a diversified product portfolio that is suitable for usage by women, kids and men and it includes items like-

Apparel includes lingerie, kurtis, tees, jeans, shirts, trousers, track wear, sweaters, sweatshirts, blazers, tops and shorts
Fashion Accessories like belts, sunglasses, fashion jewellery, Watches, backpacks, wallets, sling bag, travel bag, laptop bag and messenger bag
Footwear includes flats, sandals, boots, loafers, sneakers, wedges, shoes, bellies and floaters
Fragrances
Beauty Products like hair care, skin care and make-up products
Home Furnishings like blankets, towels, cushions, bed sheets, carpets, curtains, quilts and table linen

Place in the Marketing Mix Of Jabong :

Jabong has spread its presence in every part of India and has its headquarters base at Gurgaon in NCR region. It was the most trendy and visited online platform in the year 2013 during Great Online Shopping Festival. Jabong in March year 2013 was shipping nearly 6000-7000 orders on daily basis and by September that year its order had increased to 14,000 on daily basis.

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Its business model includes managed-marketplace where Jabong offers services like logistics, marketing and delivery and inventory model where products are obtained from the source and later stored in its own warehouses to be delivered according to demand. In the year 2014, Jabong entered into a partnership with NBA to launch first online and official store of NBA in India. It also has an international presence via Jabongworld.com and receives maximum traffic from places like the United States, Mauritius and Malaysia.

Price in the Marketing Mix Of Jabong :

Jabong.com is a commercial portal and in February 2014 it raised a funding of 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 in order to compete with them it has adopted a competitive pricing policy for its huge and diversified product portfolio. It offers periodic discounts and incentives in the form of vouchers to reduce its prices. This helps in maintaining brand loyalty and keeping its customers in suspense so that they are always eager to know about the next discount offer. Reasonable and affordable rates have helped this online portal to gain major sales figures and greater revenues.

Promotions in the Marketing Mix Of Jabong :

Jabong has been involved in aggressive marketing plans to create positive brand awareness. It is highly active via several campaigns. In the year 2012, the company launched its first advertisement on television and in November 2013, it roped in Bollywood actress Chitrangada Singh to take part in its fitness campaign for the promotion of brand Puma. Jabong has entered into a tie-up with ace designer Rohit Bahl to present an exclusive collection. It also has a partnership for four seasons with Lakme Fashion Week and in the year 2014, was responsible for launching India Online Fashion Week.

In the year 2014, a fashion magazine titled “The Juice” was launched by Jabong.com on monthly basis 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 to its name. It was ranked at 25^th position in the year 2013 as India’s most trusted online brands. Jabong has a history of associating 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.