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2 ENVIRONMENTAL ANALYSIS 3
4 MARKETING OBJECTIVES 9
5 MARKETING STRATEGY 10
6 PRODUCT STRATEGY 12
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6.4 COMPETITIVE PRODUCTS, AND ANALYSIS 13
6.4.1 DIRECT COMPETITORS 13
6.4.2 SUBSTITUTE PRODUCTS/SERVICES 13
6.4.3 POTENTIAL NEW MARKET ENTRANTS 13
7 BRAND STRATEGY 14
8 PRICING 14
10 Distribution Strategy 16
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MARKETING PLAN
1 INTRODUCTION
Clothing is a beautiful visual demonstration of the social and emotional needs of people
wearing it. It also portrays in a clearly understood visual manner, what people of different
cultures and styles want socially. Fashion, through times, has gone through many rapid changes
and bizarre extremes that it has examples of nearly every kind of clothing function.
However in a boutique business the specifications and description of the designs and clothes
are so general that they can fit more than one customer, which actually are quite different from
each other in nature and this is solely dependent on the taste of the people.
Similarly in our boutique we are going to provide the highly trendy and fashionable clothes
first time ever in the history of Bahawalpur. Right now our main focus is on women aging 20 to
55. But in the near future we are having plans to expand it to other segments as well. We are also
having plans to open the men boutique under the same name in near future. We are focusing
businesswomen, and housewives finding less time from their work to stick to the fashion
magazines, TV and others. We will provide them the platform where they can come select the
trendy ones and feel confident in their circles.
Mission:
“Satisfying our customers by providing them best qualitative stuff and unique designs
keeping in view their comforts and excellence”
2 ENVIRONMENTAL ANALYSIS
2.1 EXTERNAL ENVIRONMENTAL ANALYSIS
By the careful external environmental analysis w find out the following factors important
to consider in order flourishing in the industry
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2.1.1 POLITICAL
Pakistan is very instable political country. We are having laws but no enforcement at all. This
thing is devastating for any industry. Elections run through almost every year although for none
but for many reasons. Every government brings new rules and policies. Even different political
parties are against fashion industry like MMA. Taxes, FEDs and other import duties are being
imposed making hard to survive. Despite of all these fashion industry is flourishing and
renowned in the world.
2.1.2 ECONOMIC
Inflation rate in Pakistan is rising every year. In 08-09 it was 22.3% that was 10.3% in 07-08.
This is very point of tension. Interest rates are other freaky thing. And the recent world recession
though had less impact on Pakistani economy yet has its importance. These things are like
hurdles in fashion or in any industry. The price wars are also of great important. Countries with
high technologies are striving with low prices dragging developing countries towards down.
2.1.3 SOCIAL
Pakistan is the 6th largest populated country of the world. Due to the increased literacy rate and
advanced media people are aware of new trends and fashions. Due to the entrance of foreign
market tastes of people so as living styles are being changed. People are becoming more fashion
conscious and careful in their selection. Advanced telecommunications has improved sociability
of the people. At the same time religion is on the move. These all things has a great impact on
fashion industry as people are more aware of their needs so as to satisfying them.
2.1.4 TECHNOLOGICAL
Though fashion industry is not technology driven but in ever dynamic and global market it’s now
being essential to prosper in the technology area. Now a day without technology success seems
far. It’s a great tool of competitive advantage and a source if brand equity as well. The concept if
e-business is having great impact on fashion industry. Enhanced Internet, mobile and media
activities are gaining much importance in the fashion world.
2.1.5 LEGAL
Certain legal acts can’t be left as unimportant. Different business laws should be kept in mind to
abstain any problem in the future. Though there is no enforcement of laws in Pakistan but laws
are of great importance. In the recent government many new laws are made. Different trade
policies with the neighboring countries are signed. These all things according to us should be
considered in the business.
2.1.6 ENVIRONMENTAL
Weather has a great influence on fashion or apparel industry. But weather in Pakistan is not
changed unexpectedly. But the electricity crisis are of great important so as devastating.
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2.2 INTERNAL ENVIRONMENTAL ANALYSIS
Following are the factors considered as internal
Stitching
Finishing
Presenting/ market
Proposed capacity
2.2.5 TRAINING
Required in order to give familiarity with new trends and styles.
Contracted designers
Stitching machines 3
Working hours 8
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Rent out outlet (as per following infrastructure components)
Gender: women
Age: 20 to 55
Demographics
House wives, Professional woman, college or uni girls (ages 20-55)
Household income over Rs 90,000/year
College-educated
Lives in a higher-income Bwp neighborhood
Psychographics
Looks for bargains (seasonal fashion) but willing to spend money on quality, core items
Would like more time or help in understanding what clothing is right for her
She wants to look her best because she wants to feel good about herself as well as make a
good impression at her job
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Leisure Activities
Supports the Arts
Reads the news, dawn, Daily post, Fashion magazines
Watches style 360, F Tv, geo, Hum etc
Internet user
She enjoys eating out as well as taking time for herself
25%
Market is growing rapidly as more and more women are being fashion conscious.
Market Micro-Segmentation:
Clothing
Key Publications:
Conferences on fashion awareness, and shows in universities and colleges, exhibitions in Multan,
Lahore, Rahimyar khan
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Strength #2 different shops for different category
Strengths Weaknesses
Opportunities Threats
New entrants
Competitors
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Political instability
Lack of knowledge
First time the boutique like ours is being introduced in Bahawalpur. It is very much necessary to
convey about boutique, generate awareness and make people know about the benefit of boutique.
Second increasing the length of business is crucial to every business. Entering into the new and
potential market is very much important. So finding new prospective market is also important.
4 MARKETING OBJECTIVES
Objectives:
Non-financial objectives:
To drive awareness and build sales through mentions in both local print and the nation's
top fashion magazines
Financial objectives
Providing stitching facilities to other boutiques in 2012 who are lacking this facility
To maintain profit margins at 15-20% through close attention to expenses and cost of
goods sold
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5 MARKETING STRATEGY
5.1 STRATEGIC OVERVIEW
Due to the demand for up-to-date fashions, inventory turns are projected at 5
From the above projected overview it is obvious that business is heading towards growth.Which
is a prosper sign for boutique business.
Position: Time; less time to find latest and trendy fashions in a single place. Without utilizing
much energy, effort etc
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5.2.1 PRIMARY CUSTOMERS THEIR KEY INFLUENCERS , DECISION MAKER, AND ECONOMIC
BUYER
Both primary and secondary customers are women, key influencer is woman, Decision maker is
woman, and economic buyer is woman and man.
Positioning Statement
“Rewaj” Boutique provides women with upscale designer clothing and exclusive
personal services. Our main competitive advantage is the unique Style Assessment and education
emphasis in helping women develop their personal style.
Brand Positioning
As the name and logo suggest that women can come to the boutique to learn about
themselves and experiment with their personal style. By these meanings, Rewaj looks to be the
leader in providing exceptional service and assistance for women's fashion needs. The elegance
of the name suggests the types of clothing and accessories that will be featured.
Brand personality
Innovative | Stylish | Contemporary | Modern | Fresh | Approachable | Elegant
The overall brand personality of “Rewaj” aspires to be fashionable, customer-oriented,
innovative, refreshing, stylish and educational. The boutique is a place where women can go to
transform themselves with beautiful clothes and take advantage of the Style Assessment and
other services that help them determine the right clothes for their unique selves. We are a shop
that educates. We help women learn about the designers, gather with their friends, and have fun
during the process. We not only carry items that help them look good, but we also help our
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customers maintain these items. Owners will work with their top design advisors to create the
atmosphere, colors and wording that encapsulates these thoughts.
6 PRODUCT STRATEGY
6.1 PRODUCT PORTFOLIO
Product Class: Fabric/ clothing
Product Category:
Casual Wear
Formal Wear
Product line:
Ethnic wear
Contemporary Wear
Western Wear
Product Mix
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Estimated annual sales: 40lac
Market Growth rate: 10% as the increase in incomes and awareness in the gentry.
Geographical scope: Bahawalpur is a trade city. Nearer cities to Bahawalpur are Multan,
Sadiqabad, Rahimyarkhan, and Ahmadpur. Moreover Bahawalpur is developed city as compare
to most of these cities. So this city has vast coverage. And people can easily come to our
boutique.
Consumer buying process: due to the less markets and shops people find ways to festive.
Normal trend is that women love to buy visiting the market. In our outlet they would love to
cone and buy.
Telephone: 0622288745
It is the only considered competitor yet it is far behind competition. But its proposed plan
can be bring it into hard competition. Right now they have captured the highest market share.
They are having boutique whereas they accept alteration and made on order as well. Though they
are not having any website, mission or vision statement but they have prospered. They are even
selling in Lahore market but on minimal level. Their prices are moderate to high and their
products are perceived as of high quality. The perceived weakness they are having is of
congested area, lacking in quality of fabric and sometimes in stitching, whereas perceived
strengths are of dealing in men suiting, having different shops for different categories and
owning large area.
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7 BRAND STRATEGY
We brand our product with brand laddering: emotional brand laddering, our product is of
image conscious wich requires highly image positioning
Our boutique focus on latest trends and less time to reach them. Woman can get what
they want without any problem and with great ease. We are providing value, image,
elegance and style of what woman are hungry.
Brand name: Rewaj suggesting that what is in the fashion. Easy to pronounce and easily
accepted all over the Pakistan without any discrepancy. We can even extend our boutique
to men under the same name this name has no limitations.
Logo: needle and thread expressing the nature of business. It is memorable generating
loyalty and protectable. Adaptable to any culture. And having no cultural problem all
over the country. Similarly have no limitations. Acceptable for both genders.
Color: red and black. Quite neutral color easily memorable and associations can be
developed without any problem. The R written in capital font and with red color getting
attraction and attention.
Slogan: It’s easy to be trendy positioning on time and easy to memorable. Also it delivers
that we are giving what ever is in fashion and is in. It is also protecable and acceptable in
culture.
Symbol: girl wearing contemporary dress. Focusing on latest designs and fashion. And it
also shows that boutique is of women. Women can generate associations with the symbol.
8 PRICING
Pricing is set according to market indicators. Set in such a way that it covers cost and generate
revenue for the boutique. In the start it requires lower prices in order to penetrate in the market.
Than high the price for the assurance of high quality as it is perceived.
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Product Intro. After a 9 Proposed competitive
Prices months price for future.
Rs Rs Rs
The total cost of all activities will be of 2 million and it will increase sale 5 times. More and
more people will be aware they will attracted towards product.
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10 DISTRIBUTION STRATEGY
Manufacturer
Customer
Selectivity
Shopping good so exclusive outlet and selective distribution as product is of high image.
Product will be available in the outlet so customer doesn’t have to wait for the delivery.
We will provide this as we are dealing in three categories; casual, semiformal, formal
Information provision:
We will provide training to our employees so that they can facilitate the customers as much as
possible.
Following flows would be performed to produce the above services outputs. These flows would
be performing from manufacturer to consumer through whole seller and retailer.
Physical possession
Ownership
Financing
Risking
Negotiation
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Promotion
Ordering
Payment
They gathering information about potential and current customer, competitors, and other
actors and forces in the marketing environment.
They develop and disseminate persuasive communication to stimulate purchasing They
place an order to the company They provide for the successive storage and movement of
the physical products.
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Key Assumptions
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