COUNTRY

OVERVIEW EU
Membership
18,500 &14,000 Ago
Death Farnco 1986
1469
1975
Upper Catholic monarchs
SECOND MONARCHY
Paleolithic Moorish Spain GOVERNMENT
Roman
conquest
197 BC 711 - 1492

Reform Country
Economy 2008
Spain Civil War. 1976
19361939
Formal Name Kingdom of Spain,Reino de
Espaa
Capital Madrid
Main Cities Madrid, Barcelona, Cartaba
,Valencia, Seville, Zaragoza
Official Language Spanish
Currency Euro (). 1 Euro = 100 cents
Currency conversion Rate $ 1.07 $
Population 46.77million(2014) UN

48,563,476 (July 2016 est.)

World Rank 29

GDP (current US$) 1,199,057.34

GNI, PPP (current international $) 1,601,185.91
GNI, Atlas method (current US$) 1,324,057.04
GDP Rank 16
ECONOMIC ANALYSIS
Birth Rates :9.4 % /1,000 population (2016
Growth Rate : 2.14% est.)
 ECONOMIC ANALYSIS
Distribution of Wealth :
The top 10 percent of the
Spanish population owned 43
percent of all household
wealth, lower than the OECD
average of 50 percent, while
the bottom 60 percent owned
20 percent of all household
wealth - well above the OECD
average of 13 percent.
Major Export Partners : France
17%, Germany : 11%, Italy :
8%
Export Commodities :
Machinery, Motor Vehicles,
Chemical,
Major Import Partners :
Germany 12%, France : 12%
China : 6%
Import Commodities : Fuels,
Semi Finished Goods
 ECONOMIC ANALYSIS ( POPULATION )
Age structure

0-14 years:14.4% (male 3,423,861/female 3,232,028)

15-64 years:69.1% (male 16,185,575/female 15,683,433)

65 years and over:16.5% (male 3,238,301/female 4,394,624)

Sex ratio

at birth:1.07 male(s)/female

under 15 years:1.06 male(s)/female

15-64 years:1.01 male(s)/female

65 years and over:0.72 male(s)/female

total population:0.96 male(s)/female

 MARKET ANALYSIS
women(60%)and men(25%) Internationalization in the clothing sector.
children(15%).. fashion-conscious E-commerce , PR Events and Social Media
,Educated and relatively middle-class to Designer prt concept getting stronger
high class

Market
Summa Market Market Market
ry Need Trend Growth

Exclusivity
Affordability
Differentiation/Functional
Retail Experience
 APPAREL MARKET SIZE
Revenue in the "Clothes" market amounts to US$24,827M in
2016.
The market's largest segment is the segment "Women's and
Girl's Apparel" with a market volume of US$10,218m in 2016.
From an international perspective it is shown that most revenue
is generated in the United Kingdom (US$89,532m in 2016)
 12000 COUNTRY APPAREL REVENUE 2010-16
10529.8
APPAREL MARKET

9911.7 9896.9 10217.7

10000 9443.1 9283.7 9435.6

8000
6550.3 6618.3 6309.2 6392.5
5721 5945.9 5975.5
6000
REvenue in millions US $

4000

2000

0
2010 2011 2012 2013 2014 2015 2016

womens mens
 APPAREL MARKET
12
DRIVERS
10
ZARA
Share of 9.8% 8
H&M
6
Share of 3.2%
Bershka 4
Share of 2.9%
Mango 2
Share of 2.6%
0
Market Drives
Zara Market H&M market
Bershka Market Mango
 WHY Lululemon ?

Product
Quality/Designs VM/Supply Marketing
Chain/Customer Campaign
Sizes/ Fits Service/Ex Policy WEB/Social Media
WHILE VANCOUVER, CANADA IS WHERE YOU CAN TRACE OUR
BEGINNINGS, OUR GLOBAL COMMUNITY IS WHERE YOULL
FIND OUR SOUL. LEARN ABOUT OUR JOURNEY, OUR
COMMUNITY, WHAT SPARKS REAL CONVERSATIONS AND WHY
YOGA IS AT THE CORE OF EVERYTHING WE DO.
SWOT
Strength Weakness
Strong fashion range Load of offered designs
innovative fabrics like Luon and Young brand
Silverscent
Brand recall is less as compared
Focused customer group
to international players
Quality Merchandise
Collaborative designers product lines
Multiple green initiatives
Quality products designed to sustain 5
years of intended use
Lululemon
media campaign
New market options
Room for Grow

Competitors
sports apparel industry is expected
increase manifold New emerging Brands
The market is driven by a trend toward Local small Shops
healthier, more active lifestyles, with price-conscious shoppers
older demographics and women
becoming more active Weak media campaign

Opportunity Threats
 POSITION STRATEGY
High
Decathlon
Adidas

Lululem asics NIKE

Price/Qua

on
lity

Reebo
k Joma

Low
Few Market Many
segments served
 POSITIONING STRATEGY KEY FACTORS
Yoga apparel for people to live
Aged 18-50 long, healthy and fun lives
Work in big cities Product innovative fabrics like
Offering complete style
Pursuing Higher-level Luon and Silverscent
solutions to all sizes education/ Professionals
Sports ,health cautious men /House wife/Students
and women yoga and Mid- Mid High range Urban
fitness wear upper middle class individuals

Main USP
segment
Demographics
 Product

Marketin Custom Retail

g
er

Supply
Chain
CATEGORY ROLE
Merchandise Group Category Role
Womens Mens Yoga wear Destination

Other fitness wear Destination

Accessories Convenience
Business Model Strategy 1
PRODUCT MESSAGE
Key Customer Target Group
Category Role
Category Mission for Customers
Space Allocated (Sqm)
Average Transaction Value ATV
Quality and innovation the heart of who we are it
shows up in our people, our conversations and our
product. Product quality is the foundation we stand on
and this foundation is comprised of three key areas:
fabric, performance and craftsmanship.
If our product doesn't perform for you, we'll take it
back.
.
18-45 market, House Wife's ,Student ,Working women and men
looking for a quality fitness wear and gear
Destination(Best in market) in size fits Availability
& quality and product innovation Designs
Offering styles from classic cuts to signature one-time trend pieces.
With an emphasis on budget-minded shoppers, focuses on current
fashion trends and continual renewal of designs and offerings
Separate Section in Selected Stores
?
Product Strategy 2

Key Elements
Offers a broad and varied range that allows customers to find their own personal style.
collections would be created with House Wife ,Professionals & students clientele in mind
,aiming to satisfy many different tastes and requirements.
Range
Cotton Lawn .Swiss Lawn, Exclusive Lawn , light Cambric , Karanddi ,Khaddar ,Chiffon
Material ,Silk , Shamose, Cotton Net
Sizes
6 Sizes, SX ,S, M ,L , XL,XXL, Plus Baby Belly Range
Strategy 3

Key Elements
Packaging Single unit, Exclusive Hang Tag ,Caring Labels
(imaging)Packaging

Focus Pricing Medium to Medium High of Local Market

Quarterly preferred more, Through Print , Web , Social Media
Promotion/ ,On Shop

Presentation Level 1 wall fixing & Floor

Differentiation Design & Quality ,Price ,Offer

Service All sizes availability, Customer Service ,Alteration ?etc

 Product
Design

Marketin Custom Retai

g er l

Supp
ly
Chai
n
 Promotion Strategy

Main Communication objectives

Inform about the new line.

Create positive emotions in connection to

the new line

Generate consumer interest and Purchase

intention
Above the-Line
Bellow-the-Line: Brand communication
PR
Internet
Events
Media cooperation

Use the website/Face book as a main
communication channel Feature the CSR initiative
to build awareness Include advices on different
body shapes and product cuts Use
Line launch event at least one key
store in Lahore & Later in Karachi
Theme:
FIND YOUR STYLE with Kayseria
Goal: offer the real
experience of the brand and what it
stands for

Brand
Engagem
ent PR Internet Event

CR: design competition for fashion students Possible

media cooperation with reality or morning shows
Community-based marketing strategies: The
brand ambassador program Efficient product placement in
University Road show magazines Editorial coverage.
elite ambassadors. These are world-class athletes, Co Branding Proposition
including 25 Olympians, who represent the companys
values and lifestyle
 High fashion Shoot with all body types models from all ages

Out Door
(Later)

Print Ad format
Double page spread with
write up on?
Promotion
Ad placement High fashion monthly/Weekly
magazines: Libas , Niche ,etc
 MEDIA PLAN
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Media

Print


Radio


TV

Outdoors

Events

Public
relations/publi
city
Online
Start Up Retail Network

Region City No of shops

Center Barcelona 1

South Madrid 1

2
Space in Other Departmental Stores

Grand Total 4
 Monthly Sales Projections

S/S
Campa
ign

Laun
ch

FEB MAR APR MAY JUN JUL

 MARKETING BUDGET JAN-DEC 2017
JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC TOTAL
WEBSITE
Hosting $8 $8 $8 $8 $8 $8 $8 $8 $8 $8 $8 $8 $96
Design/Development $2,500 $2,500 $2,500 $7,500
Other(clickinsert/rowfrommenu) $1,500 $1,500
WEBSITE SUBTOTAL $4,008 $2,508 $2,508 $8 $8 $8 $8 $8 $8 $8 $8 $8 $9,096

JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC TOTAL
PUBLIC RELATIONS
PressReleases $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $14,000
MediaRelations $2,000 $2,000 $2,000 $3,000 $2,000 $3,000 $2,000 $2,000 $2,000 $500 $500 $3,000 $24,000
WireFees $0
PressKits $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $18,000
Other(clickinsert/rowfrommenu) $0
PUBLIC RELATIONS SUBTOTAL $7,000 $7,000 $4,000 $3,000 $2,000 $8,000 $7,000 $2,000 $5,000 $5,500 $2,500 $3,000 $56,000

JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC TOTAL
PROMOTIONS
AdvertisingTVC $163,500 $130,800 $54,500 $40,875 $4,360 $130,800 $130,800 $87,200 $4,360 $4,360 $751,555
Events $10,000 $10,000 $20,000
PrintNewPaper/Mag $1,000 $1,000 $1,000 $1,000 $2,500 $4,000 $4,000 $4,000 $1,000 $3,500 $3,500 $3,500 $30,000
PromoItems $12,000 $10,000 $10,000 $10,000 $42,000
DirectMail(printandemail) $40,000 $40,000
Telemarketing $0
ProspectLists $0
Other(clickinsert/rowfrommenu) $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $24,000
PROMOTIONS SUBTOTAL $216,500 $143,800 $57,500 $43,875 $20,860 $146,800 $146,800 $93,200 $3,000 $5,500 $19,860 $9,860 $907,555
Total $227,508 $153,308 $64,008 $46,883 $22,868 $154,808 $153,808 $95,208 $8,008 $11,008 $22,368 $12,868 $972,651
 2017 JAN- DEC OPENING YEAR
OPERATING BUDGET
JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC TOTAL
$128,32 $189,48 $188,28 $372,97 $371,77 $371,77 $432,93 $437,13
OPERATION SUBTOTAL $128,324 $128,324 $371,772 $375,972 $3,497,076
4 6 6 2 2 2 5 5
STAFF SUBTOTAL $93,000 $93,000 $93,000 $75,600 $74,400 $74,400 $96,000 $84,300 $83,100 $83,100 $83,100 $96,000 $1,029,000
BRAND SUBTOTAL $700 $700 $700 $700 $400 $400 $400 $400 $200 $200 $700 $200 $5,700
MARKETING MATERIALS
$6,400 $5,300 $5,300 $5,300 $5,300 $5,300 $5,300 $5,300 $5,300 $5,300 $5,000 $5,000 $64,100
SUBTOTAL
WEBSITE SUBTOTAL $4,008 $2,508 $2,508 $8 $8 $8 $8 $8 $8 $8 $8 $8 $9,096
PUBLIC RELATIONS SUBTOTAL $7,000 $7,000 $4,000 $3,000 $2,000 $8,000 $7,000 $2,000 $5,000 $5,500 $2,500 $3,000 $56,000

PROMOTIONS SUBTOTAL $216,500 $143,800 $57,500 $43,875 $20,860 $146,800 $146,800 $93,200 $3,000 $5,500 $19,860 $9,860 $907,555

JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC TOTAL

$250,80 $161,10 $125,48 $100,96 $183,20 $111,16 $111,06

TOTAL $326,108 $232,008 $253,608 $94,608$99,608
8 8 3 8 8 8 8
Annual
$5,568,527
Total

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