BRAND PROFILING: MOLEDRO

Introduction
Freqnc Studio Pvt. LTD
Moledro is an occasion-wear label for women, comes under the purview of Freqnc Studio
Pvt. LTD., a company incorporated in January 2019. The brand stands for a vibrant,
free-spirited aesthetic with bohemian chic language to embody the elegance of the
modern globetrotting woman.
Corporate identity
The company operates & owns the trademark to its designer-wear label Moledro, under
the name “mymoledro”. Moledro primarily operates through its retail location in Shahpur
Jat, its website under the domain name of MyMoledro along with the multiple online &
offline retail partners.

Mission, Vision, Values, Brand Exclusivity, USP, Brand Identity

● Mission
Our mission is to connect the clientele with the heritage of Indian handicrafts and textiles
through contemporary design.
● Vision
Our vision is to capture the global market while remaining rooted to Indian handicrafts.
● Values
Rooted to Indian Culture, Not constrained by convention, Empowering Artisans, Feminine, Bold,
Delicate and exquisite.
● Brand exclusivity
The main exclusiveness of the brand is indian heritage & craft, along with an essence of
arabic-ness with indian touch.
● USP
Exquisitely handcrafted and block-printed craftsmanship.
● Brand Identity
Colourful, Very contemporary, rooted to Indian culture,, Shimmer, Blending Heritage with
modern designs.
5Ms of Marketing

● Manpower
Moledro being a small, rapidly growing company, has a limited number of manpower
across all its departments, as all the departments are present in-house except dyeing.
Everyone present in the company is responsible & liable for implementing & carrying out
any work / processes. As it's a growing brand currently, along with a handful of talented
& experienced workforce, everyone in the company looks after & takes care of almost
everything that goes around.
● Materials
A vast number of various materials are being used for carrying out the entire production
process smoothly. Such as:
a) Fabrics: various types of brocade, gold & silver tissue, types of chanderi,
types of organza, shantoon, types of modal, chinon / chiffon, lurex, twill
silk, etc.
b) Linings: shantoon, crepe, etc.
c) Trims & accessories: sequins of various sizes, shapes & colours, various
types of stitching threads, pads, zippers, buttons, metal chains, metal
hooks, underwire, brass hooks, rainbow sequins for 3D looks, various
types of stones, crystals & kundan, elastics, fusings, kardana-nalki, pearls
& moti, mukaish, dubka, nakshi, etc.
d) Machine embroidery: copper & gold dori, badla, zari, various types of
embroidery threads, etc.
● Machinery
The equipment, softwares & machineries used in the entire production process starting
from getting the PO until the piece gets shipped, are:
 a) Softwares: photoshop & illustrator is used for the digital construction of the
garment.
b) Equipment: hand blocks for block printing, screens & screen frame for screen
printing, adda frame & aari needles for the adda work, various embroidery
needles for hand embroidery, tag guns for labelling the pieces.
c) Machines: different stitching machines for fulfilling various types of stitching
done in the garment, irons for ironing the garments, & embroidery machines for
machine embroidery.
● Minutes
The minimum time consumed for making a new piece is 15 days, which can get extended
in cases of critical designs & major changes, & can go up to maximum 25-30 days.
● Money
Moledro follows the cost-plus pricing strategy, where the brand incurs a certain amount
of mark-up into the cost price of the garment. Currently, around 4-5 live orders are being
received everyday from Moledro’s flagship store & also from other multi-designer stores
where the brand is present, which eventually contributes to the brand’s overall return on
investment.

7Ps of Marketing Mix

Marketing mix encompasses all aspects of the business cycle, including marketing strategy,
analysis, product creation, distribution strategies, sales, & comprehension of one’s customers
needs. Campaigns are being made & used for carrying out this path.
One can say, marketing mix is the organisation’s one of the marketing strategies / techniques that
is being used traditionally to sell / promote its products / brands in the marketplace.
● Product
Moledro offers premium occasion and bridal wear for women. The brand embodies the elegance
of the modern woman with a vibrant, free-spirited aesthetic and bohemian chic language. The
product they offer to their customers are:-
a) Lehenga & Skirts
b) Shararas & Dhoti Sets
c) Anarkalis & Gowns
d) Kurta Sets
e) Co-ord Sets
f) Kaftans
g) Sarees
h) Kids Special
And in accessories, they offer Doshalas and Shawls.
 ● Promotion
Moledro uses direct marketing, public relations, digital marketing & general advertisement as
their promotional strategies.
Under direct marketing, the brand does e-mail marketing & sends direct mailers to its clients &
targeted audiences, as direct marketing is an effective & fastest way to promote the brand & its
products / campaigns.
Under public relations, Moledro does campaigns which includes press releases, celebrity
endorsements, influencer marketing, etc. This eventually helps in increasing the reach of the
brand which lets the brand get noticed in a mass targeted audience, & also increases the visibility
of the brand, too.
Under digital marketing, web advertisement is done by content marketing & social media
marketing through Instagram, & search engine optimization through keywords advertisements
when searched over the web. Digital marketing helps brands establish connections with wider
audiences, & is quite efficient too as it can be operated on a global scale in lesser time.
Under general advertisement, mass media advertisement is done through magazines, billboards,
etc. to generally promote awareness about the brand, Moledro, & its products.
● Place
Moledro has its flagship store in Shahpur Jat, New Delhi. They are listed with many
multi-designer stores such as:-
a) AZA Fashion through their website and Offline store
b) Pernia Pop up Store through their website and Offline store
c) ELAHE on their online platforms
d) Mogra through their offline store
e) Armadio through their offline store
They also sell their products through their official website globally.
● Price
As being into the luxury garment industry, Moledro follows & has inculcated the cost-plus
pricing strategy (which is also known as mark-up pricing strategy); where, a fixed percentage is
added on top of the unit cost (the cost incurs to produce one piece of a collection), resulting to
the product’s selling price.
The cost-plus pricing strategy includes all the materials, labours & overhead costs & multiplying
it by 3x of cost price.
● People
Moledro consists of several employees in different departments, such as operations department,
design department, merchandising department, production department (stitching, surface
techniques(adda work, embroidery, & printing)), marketing, business development, & public
relations department, branding department, finishing department, QA / QC department, shipping
department, fashion consultants, & accounts department. Dyeing of the fabrics is done externally
(through vendors), & then after the fabric gets supplied post dyeing, the rest of the
manufacturing process starts in-house.
The operations department consists of 2 people that take care of all the internal & external
communications of the company.
The design department consists of 2 people that handles all the designing related works &
processes.
The merchandising department consists of 2 people who take care of the PO, sourcing of
required materials, time period for the entire garment construction & further continuation of the
making of the piece, & also oversee the process of choosing & marketing the right products at
the right prices.
The production department consists of 25 people that handles everything about production,
which includes the surface techniques like all of the embroideries, adda / sequins works,
printings, & stitching as well.
The marketing, public relations & business development department consists of 2 people that
handles all the customer related matters including different marketing techniques, public
relations concerns & promotional strategies.
The branding department consists of 2 people that take care of the social media contents, art
directions, & other online presences of the brand.
The finishing department consists of 4 people that look after the fabric quality along with dyeing
& printing quality, & surface techniques quality prior to stitching, & the hemming, labelling, &
everything about the finishing touches of the garment post stitching.
The quality checking & quality assurance department consists of 4 people who checks the quality
of the piece entirely including its fabrics, embroidery, sequins work, stitching etc. post
production, & accordingly ask for any necessary changes, else assures / approves it for the
further processes.
The runner / shipment department consists of 2 people who take care & does all the required
packaging accordingly, & then proceeds forward with all the shipment formalities & eventually
ships the pieces accordingly.
The fashion consultants at Moledro’s flagship consist of 2 people that directly help the customers
on-site by resolving their queries & giving them an all-over store experience, basically handling
the over-all store operations including placement of the garments & window displays as well.
The accounts department consists of 2 people that handles processes, & executes all the financial
works of the company.
● Process
Moledro has an intensive process, from ordering a product to delivering it. As merchandise is
sold in any of the stores (including the flagship store), a new piece of the same sold-out piece is
manufactured and placed back in the store within 3-4 weeks.
The website has a computer-based system where the order is received, and the relevant product is
shipped to the delivery chain.
The brand is also extensively involved in market research and customer feedback to understand
consumer choices and problems and to bring changes accordingly.
 ● Physical Evidence

Moledro has a user-friendly website that helps customers view their products in high-quality
images. They also have a customer service department that helps consumers with all their issues.
Our flagship store gives a Mughal and Moroccan Grandeur with a touch of gold & ivory hues,
giving its customer a regal feel.
The showroom exudes sophistication with its ivory and gold theme, setting the tone for the
stunning collections on display. From the moment one enters, one will be mesmerised by the
beautiful window displays showcasing the finest craftsmanship and attention to detail.
The flagship store is divided into four sections:-

a) Wedding section highlighting bridal and heavy pieces of all collections

b) Fresh arrival section for the new collections
c) Sale discounted section
d) Best sellers

Packaging: The packaging features an ivory and gold flower motif design with a logo in the
centre.

STP:

● Segmentation
To distribute audiences in smaller groups in specific attributes for having a better focus & clarity
on the relevant target groups.
a) Geography (where): the company, Moledro, is based out of New Delhi. The company’s
audience & targeted audiences are mostly based out of northern & western India, along
with a huge NRI clientele mostly based in US, Canada & UK(mostly the tier-I
population).
b) Demography (what): Moledro’s audience & targeted audiences are women between
mid-20s & mid-40s belonging from high-income backgrounds (business class), B-town
divas, influencers, celebrities, etc.
c) Behaviour (how): the audience gets aware through Moledro’s websites & other
multi-designer platforms & consider their buying decisions accordingly through
Moldero’s flagship store or any other multi-designer store. The audiences mostly browse
products in or near the occasion & festive seasons across the year & the most preferred
used communication channels are instagram (M O L E D R O), support email
(support@mymoledro.com) & store contact number. Such habits eventually increase the
loyalty of customers by increasing the customer base to the brand & getting back to the
brand as whenever required & desired.
 d) Psychography (who): the audience of Moledro is having quite lavish lifestyle &
exquisite personality, that eventually makes their decision to buy from a luxurious brand
that offers bold, contemporary & heritageous clothing.
● Targeting
Defines the segments to be actually targeted.
a) Size: the targeted segments are tier-I populations, which includes the business class
women, B-town divas, celeb-influencers, etc. along with other NRI clienteles.
b) Reachability: the targeted audiences are easily accessible to Moledro’s sales team
through the store contact & the marketing team through their official Instagram handle &
support mail id.
c) Benefits: Being the company wholly rooted to India’s heritage & crafts, the attracted
audience & customer segments naturally rises to the higher level as the products consist
of dying, hand block printing & hand embroidery, which reflects the primary base of
Indian-ness.
● Positioning
Using gained insights for deciding communication strategies to the chosen audience segments.
Segmentation + Targeting = Positioning
The brand Moledro has been in the luxury apparel market for the past 4 years now, & has worked
with quite a many celeb-influencers & got featured in wedding magazines too. The brand has
eventually placed itself currently in a stage where the well-known Bollywood actresses are being
endorsed for the brand’s face, which eventually will increase the reach of the brand & make it
visible to larger scale.
In the future years, the brand is working upon launching its new segments(keeping it a one-stop
destination) & eventually looking forward to listing itself as one of the luxurious brands with
multiple flagship stores nationally & internationally.
Porter’s Five Forces

● Rivalry amongst existing competitors

In India, many well-established brands have years of legacy and have gained the whole
consumer’s trust is strong competition for Moledro. There is an intense rivalry in the
industry to which Moledro belongs because of the many brands offering similar products.
● Bargaining power of suppliers
There are many premium fabrics and materials suppliers in India. So Moledro has so
many options for suppliers; hence bargaining power of suppliers is low, which is
favourable for the brand. This allows them to switch from one supplier to another if their
current supply does not meet their standards.
● Bargaining power of buyers
Today’s consumers are well aware of price ranges through different media as they can
choose their desired price range. Currently, many brands in India are providing similar
products to Moledro. The cost of switching brands is low, which will influence the
 buying decision of consumers and also increase their bargaining power. Therefore buyers
can quickly shift from one brand to another as there are many options.
● Threat of new entrants
Moledro caters to a niche market. They face a moderate threat from the entry of new
brands. Buyers are becoming more conscious about their purchases. They compare the
products of different brands based on quality, price, etc. after that only they’ll decide.
● Threat of substitute
In the luxury fashion industry, various brands differ in terms of pricing, quality, and
product offerings and thus, product-for-product substitution is high. And also with the
cost of switching being less for the customers they might prefer to shop from a different
brand with similar products to us. This can lead to a high threat of substitutes for
Moledro.
Consumer Profiling
SWOT ANALYSIS

Strength Weakness

● Creating garments from scratch. ● Limited Workforce

● Only source base-white fabric ● Moderate brand presence
● Blocks for printing is designed and ● Budget Constraint
made inhouse itself
● New & Innovative designs
● Customisation for customers

Opportunities Threats

● The brand can improve its ● High chances of copying

international presence by tapping ● Threats from well established brands
NRI’s which have the buying power
● The brand can introduce new
categories such as Accessories, Mens
wear, etc

Brand Prism