The Marketing mix of Mufti analyses the 4Ps of Mufti, which includes the Product, Price, Place, and Promotion of Mufti. Mufti is associated with the Apparel and Fashion industry and deals in manufacturing clothing items for men. The brand is of Indian origin and was founded in 1998 by its founder, Mr Kamal Khushlani. It was the driving ambition of its creator to offer an alternative to the conservative way of dressing that did not match his perception of uniform code while dressing for mainstream fashion. Some of its competitors are as follows-
- Numero Uno
- Park Avenue
- Provogue
- Wrangler
About Mufti
- Type: Privately held company
- Industry: Fashion
- Founded: 1998
- Founder: Kamal Khushlani
- Headquarters: Mumbai, India
- Area served: India
- Key people: Kamal Khushlani – Founder and CEO
- Number of employees: Over 1,000
Table of Contents
Mufti Product Strategy
Mufti is about conceiving imaginative and beautiful products from different fabrics and colors that convey the Indian spirit and international codes. It was the first brand to launch stretch jeans with a perfect fit. Other brands later copied this unique product. It is a casual wear brand that offers diversified products as part of a marketing mix of menswear collections like the following-
Winter Wear
- Indigo Jacket with Zipper
- Grey Knitted Jacket with Leather Detailing
- Blue Sweater with Mandarin Collar
Blazers
- Navy Blazer with Small Motif Print
- Olive Blazer with Detailing
T-Shirts
- White Henley Mix and Match Polo
- Navy Stripes Tee with Naps and Front Pocket
- Maroon printed Polo
Joggers
- Dark Blue Engineered Jogger Denims with Drawstring and Bottom cuff
- Olive Blue Jogger Denims with Side Panel
- Army Chinos Jogger with Sports Fit Bottom Cuff
Shirts
- Vertical Stripes Wine Shirt
- Black Striped Shirt in Soft Fabric
- Blue Shirt in Checks Fabrics
- Royal Lumberjack Shirt
- Navy Mix and Match Checks shirt
- Maroon Checks Shirt with Hood
Jeans
- Super Slim Blue Corduroys
- Textured Deep Blue Jeans
- Dark Blue Lasered Jeans
- Blue Jeans with Light Wash
- Black Stone Jeans in Structured Fabric
- Black Jeans in Straight Fit
The product mix of Mufti in 2023 is as follows (Source)
- Casual Shirts: Mufti offers various casual shirts in different patterns, colors, and styles. These include checkered, solid, printed, and denim shirts.
- T-Shirts: Their collection of t-shirts varies from simple, solid-colored designs to more graphic and printed options, suitable for casual wear.
- Jeans: Mufti is mainly known for its denim range. They provide various fits, like slim, skinny, and regular, in various washes and styles.
- Trousers and Chinos: Apart from jeans, they also offer a selection of formal and semi-formal trousers and chinos in different colors and fits.
- Jackets and Blazers: Their outerwear range includes casual jackets, blazers, and coats that can be paired with formal and casual outfits.
- Shorts and Joggers: For more relaxed or sporty attire, Mufti provides a range of shorts and joggers, suitable for casual outings or as activewear.
- Accessories: While primarily a clothing brand, Mufti also offers a selection of accessories like belts, wallets, and caps.
Mufti Place Strategy
Mufti is a progressive brand that has spread its presence to every part of India in past years. Its stores are located in several towns and cities like Nellore, Vijayawada, and Tirupati in Andhra Pradesh, Patna, Muzaffarpur and Katihar in Bihar, Raipur, Raigarh and Bilaspur in Chhattisgarh, Rajkot, Surat and Ahmedabad in Gujarat, Rohtak, Sirsa and Sonipat n Haryana and Durgapur, Haldia and Kolkata in West Bengal.
It has a solid and extensive distribution network that includes services of retailers, wholesalers, and distributors to its brands. It reaches customers via more than 250 exclusive brand outlets, more than 1400 multi-brand stores, and 110 big-format stores. Credo Bands Marketing Private Limited markets products of the brand Mufti. It has a website to offer products via online shopping all over India.
The place strategy of Mufti is as follows:
- Retail Stores: Mufti has a strong presence with exclusive brand outlets across major cities in India, offering a personalized shopping experience and a complete range of products.
- Multi-Brand Outlets: They are also available in numerous multi-brand outlets, enabling wider accessibility to customers who shop at various retailers.
- Online Presence: Mufti has a robust online platform, including their website and partnerships with major e-commerce sites, catering to the growing trend of online shopping.
- Franchise Model: They utilize a franchise model to expand their reach, allowing local business owners to open Mufti stores, which helps them penetrate different markets.
- International Expansion: Mufti has been exploring international markets by establishing a presence in select countries, catering to the global demand for Indian fashion brands.
Mufti Pricing Strategy
Mufti’s core belief is originality and innovation in the fashion industry; thus, it offers its clients something unique and different. It has achieved constant growth in sales and revenue figures over the past few years. Mufti has gathered cult followers who believe in a progressive attitude and do not hesitate to shed a few bucks more for such an innovative brand.
It has adopted a Skimming pricing policy, offering its target customers apparel at mid-premium rates. Its clients from the high-income group are willing to pay to associate themselves with the first brand with a qualitative and premier brand.
Mufti’s pricing strategy is a well-calibrated blend of premium positioning and market competitiveness with other brands, reflecting a deep understanding of its target consumer base and market dynamics. Here’s a breakdown of their approach:
- Value-Based Pricing: Mufti positions itself in the premium casual wear segment. Their prices are set based on their product’s perceived value, including quality, brand reputation, and style quotient. This approach enables them to maintain a premium brand image while offering value to their customers.
- Competitive Pricing: While maintaining a premium image, Mufti also stays aware of the pricing strategies of its competitors. They ensure their prices are competitive in the premium apparel market, balancing quality with affordability to appeal to their target demographic.
- Seasonal and Promotional Discounts: Mufti employs strategic discounting during festive seasons, end-of-season sales, and other promotional events. This drives sales and makes their products accessible to a broader customer base who may perceive the brand as high-end.
- Dynamic Pricing Strategy: Mufti has adopted a dynamic pricing strategy by integrating online sales channels. This allows them to adjust prices based on real-time market trends, consumer demand, and inventory levels, ensuring optimum sales performance across all channels.
Mufti Promotion Strategy
Mufti has projected itself as a complete lifestyle brand that oozes appeal and fashion statement. It has adopted an above-the-line approach for mass marketing and has launched ad campaigns via digital and print media on radio, billboards, newspapers, and magazines. It also advertises on social media platforms, its website, and other shopping portals. One can follow through Twitter, Facebook, Google+, and YouTube.
Mufti’s promotion strategy is multifaceted, focusing on a mix of digital marketing, celebrity endorsements, and customer engagement initiatives. They leverage their social media platforms and online advertising for wide-reaching digital campaigns, collaborate with celebrities to enhance brand visibility and appeal and run customer-centric promotions like loyalty programs and in-store events to build a solid and loyal customer base. This integrated approach ensures a consistent and impactful brand presence across various platforms and touchpoints.
It has also implemented a Below-the-line approach in niche marketing and distributed flyers at high-traffic routes, motels, and malls. It offers several incentives as part of its promotional strategy, like the end-of-season sale, earning reward points while shopping through its website, coupons, discounts, gifts, and loyalty points. Some of its most popular marketing taglines are Mufti- Anything Else is Uniform and Mufti- Alternative Clothing.
Some Recent Video ads and Print ads of Mufti are:
Liked this post? Check out the complete series on Marketing Mix
