4 P's Of marketing explained

1. Wildcraft marketing

2. About
• Wildcraft is an Indian outdoor
gears retail company
headquartered at Bengaluru.
• founded in 1998 by Dinesh
Kaigonahalli, Siddharth Sood and
Gaurav Dublish. The company has
its roots in the early business of
outdoor adventure kits shop
started by Dinesh in 1993.
• The concept was to make gears
which will withstand the tough
terrains.

3. Product
• one of the leading outdoor gear and accessories brand based out of
the India.
• started as a predominantly a service company which organised river
rafting expedition, and conducted outdoor learning programs for
corporates and children.
• Wildcraft’s product portfolio in its marketing mix includes packs and
gears which consists of rucksacks, backpacks, hiking packs, duffle
bags, campus gear and accessory, travel and outdoor accessories and
outdoor equipment.
• Company also manufactures men and women clothing, footwear, and
rainwear.

4. • As per company’s own assessment the company’s bestselling product
bag packs are mostly used for daily commute
• 20% of the times they are used for outdoor adventures.
• Wildcraft follows the strategy of local product adaptation, when it
expands to market outside India with same positioning but
customised product for local market.

5. Price
• Wildcraft’s product are priced competitively in the face of increasing
competition from Chinese private labels and presence of international
brands like Decathlon.
• However, its operational economies of scale and learning curve has
helped it achieved operational efficiency such that it remains
profitable even if price it charges is on the lower side.
• Its Rucksacks in India is available in the range of Rs. 1000 to Rs. 2000
as well as in the range of Rs. 9000 and above.

6. Place
• products are available in UAE, Saudi Arabia, Oman, Qatar, Singapore,
Malaysia, Indonesia, and Taiwan.
• products are available through Multi-brand channel, Institutional
channel, and exclusive stores.
• Most of the Wildcraft’s products is sold through multi-brand channel.
• Company has presence in over 55 cities in India through its retail
distribution channels.
• Company is also present on e-commerce channel, it has its own e-
commerce operations in India and UAE.
• available on multi-brand e-commerce websites such as amazon in
countries where it has its distribution

7. Promotion
• Wildcraft adopt 360-degree marketing strategy for promoting its product.
• uses paid media such as TV commercials and print ads.
• Company launched “Come Alive” outdoor campaign in Mumbai, Delhi NCR,
Bangalore, Ahmedabad, Pune, and Hyderabad in 2015.
• Billboards, mall facades, bus shelters metro and cab branding were done by
displaying Company’s gears against beautiful landscape.
• Wildcraft has exploited digital media through YouTube and other channels.
• Company is keen on utilizing acquired media platforms which help in
spreading word of mouth like social media platforms such as Facebook,
Twitter, Instagram, and LinkedIn.

8. Thank You