1 INTRODUCTION 3

2 ENVIRONMENTAL ANALYSIS 3

2.1 EXTERNAL ENVIRONMENTAL ANALYSIS 3

2.1.1 POLITICAL 3
2.1.2 ECONOMIC 4
2.1.3 SOCIAL 4
2.1.4 TECHNOLOGICAL 4
2.1.5 LEGAL 4
2.1.6 ENVIRONMENTAL 4
2.2 INTERNAL ENVIRONMENTAL ANALYSIS 5
2.2.1 RESOURCES (CAPITAL) 5
2.2.2 RESOURCES (PEOPLE) 5
2.2.3 ORGANIZATIONAL STRUCTURE AND CULTURE 5
2.2.4 PRODUCT DEVELOPMENT 5
2.2.5 TRAINING 5
2.2.6 SYSTEMS & PROCESSES 5

3 CUSTOMER SEGMENTATION AND MARKET ANALYSIS 6

3.1 COMPETITOR ANALYSIS 7

3.2 SWOT ANALYSIS 8

3.3 KEY ISSUES 9

4 MARKETING OBJECTIVES 9

5 MARKETING STRATEGY 10

5.1 STRATEGIC OVERVIEW 10

5.2 TARGETING AND POISONING STRATEGY 10
5.2.1 PRIMARY CUSTOMERS THEIR KEY INFLUENCERS, DECISION MAKER, AND ECONOMIC BUYER 11
5.2.2 PRIMARY USERS 11
5.3 POSITIONING, VALUE PROPOSITION 11

6 PRODUCT STRATEGY 12

6.1 PRODUCT PORTFOLIO 12

6.2 PRODUCT / SERVICE ANALYSIS 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

9 INTEGRATED MARKETING COMMUNICATION PLAN 15

9.1.1 ADVERTISING ACTIVITY 15

9.1.2 DIRECT MARKETING ACTIVITY 15
9.1.4 ONLINE ACTIVITY 15
9.1.7 EVENTS ACTIVITY 15
9.1.9 RETAIL SUPPORT AND OTHER COLLATERAL 15
9.2 MARKETING AND PROMOTION BUDGET 15

10 Distribution Strategy 16

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 MARKETING PLAN

1 INTRODUCTION

“ REWAJ” Its Easy to be Trendy

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

2.2.1 RESOURCES (CAPITAL)

*10 Million

(* See key assumption for utilization of resources in the last page)

2.2.2 RESOURCES (PEOPLE)

14 (1 Graphic designers, 2 sales girls, 5 tailors, 1 iron man, 1 dyer, 1 office boy, 1 guard,
2 sweepers/ peon)

2.2.3 ORGANIZATIONAL STRUCTURE AND CULTURE

Dynamic yet friendly

Top management decisions

2.2.4 PRODUCT DEVELOPMENT

 Design

 Pattern making/ cutting

 Stitching

 Finishing

 Presenting/ market

Proposed capacity

2.2.5 TRAINING
Required in order to give familiarity with new trends and styles.

2.2.6 SYSTEMS & PROCESSES

 In-house and outsourcing stitching (buttonholes and elastic embedding will be outsourced)

 Contracted designers

 Stitching machines 3

 Working hours 8

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  Rent out outlet (as per following infrastructure components)

3 CUSTOMER SEGMENTATION AND MARKET ANALYSIS

Following is the demographics of Bahawalpur according to census bureau Pakistan 1998

Gender: women

Social class: upper middle class

Age: 20 to 55

Housewives and workingwomen are main focus

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

Total Market Size in terms of sales and people

25%

Market Growth Rate:

Market is growing rapidly as more and more women are being fashion conscious.

Market Micro-Segmentation:

Housewives, working women and University girl

Typical Buying Needs:

Clothing

Key Publications:

www.rewaj.com.pk, newspapers, fashion magazines e.g: “SHE”

Key Trade Events:

Conferences on fashion awareness, and shows in universities and colleges, exhibitions in Multan,
Lahore, Rahimyar khan

3.1 COMPETITOR ANALYSIS

Analyze the size and intensity of the competitors in the target market(s) and describe the major
competitors in the target market(s) and their major strengths and weaknesses as per following
format.

3.1.1 WAHID CLOTH HOUSE AND BOUTIQUE

Strength #1 dealing in almost all categories of women suiting

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 Strength #2 different shops for different category

Strength #3 Dealing also in men suiting

Weakness #1 no mission statement

Weakness #2 inside bazaar congested area

Weakness #3 Stitching problem

Weakness #4 late delivery

Weakness #5 customization problems

3.2 SWOT ANALYSIS

Strengths Weaknesses

 Good and high quality machinery  High rates and prices

 Exclusive outlet  Less supportive financial and govt

institutions
 Highly qualified staff
 Lack of idea sharing
 Adaptability to newness

 Diverse brand portfolio

Opportunities Threats

 Expand into emerging economy  Lack of knowledge

 Enter new product market  Brand cannibalization

 Acquire more market  Substitute

 New entrants

 Competitors

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  Political instability

3.3 KEY ISSUES

First the company has to focus on

 Lack of knowledge

 Acquiring more markets

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 be among the top ten favorite brands

 To add new designs in every season

 To drive awareness and build sales through mentions in both local print and the nation's
top fashion magazines
Financial objectives

 To maintain an inflation growth in earning per year at a rate of 12%

 To obtain a return on equity of at least 30%

 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.

5.2 TARGETING AND POISONING STRATEGY

If you were to overhear women talking in a dressing room, you would more than likely
hear them comment on something they've tried on and question how they should wear it or what
it will go with in their closet.
Research has shown that women are stressed, have little time to shop, and would generally
like help in determining the right clothes and styles to wear. With over 61 million U.S. women
between the ages of 25-54 spending over $34 billion in apparel each year, there are sure to be
some mistakes made in clothing choices.
Television shows such as BBC's "what not to wear" and Style's "Fashion Emergency"
clearly speak to a woman's confusion about what looks best on her. Even women who can afford
a professional stylist feel helpless and often jokingly request that their stylist come to their home
every morning to help them get dressed.
"Within a decade, the companies that do the best job of marketing to women will dominate every
significant product and service category." -Faith Popcorn
Target: Women

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.

5.2.2 PRIMARY USERS

Both primary and secondary customers are women

5.3 POSITIONING, VALUE PROPOSITION

Describe how you will differently position your product form the competitive products.

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

“Its Easy to be Trendy”

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

 Semi Formal Wear

 Formal Wear

Product line:

Each product line will have the following product lines

 Ethnic wear

 Contemporary Wear

 Western Wear

Product Mix

Category Percentage of total % Cost of sales

outfit

Casual Wear 34% 35%

Semi Formal Wear 33% 32%

Formal Wear 33% 30%

6.2 PRODUCT / SERVICE ANALYSIS

We are focusing on casual, formal, and semi formal in which we will be giving contemporary,
ethnic, western. Our main focus would be on latest trends. We will try to give the best quality,
colors, designs, fabric and so as the best environment that women will find ease and would surly
love to buy form our boutique again after first buying. Our clothes will appeal image conscious,
fashion aware, and choosy type of women. Women will feel high among their social circle.

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Estimated annual sales: 40lac

Estimated profitability: 25lac

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.

6.3 COMPETITIVE PRODUCTS, AND ANALYSIS

6.3.1 DIRECT COMPETITORS
6.3.1.1 Competitor 1 – ENTER COMPETITOR NAME
6.3.1.1.1 Contact Details:
Address: Wahid Clothe house and boutique, Chowk bazaar, Shahi bazaar, Bahawalpur

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.

6.3.2 SUBSTITUTE PRODUCTS/SERVICES

Traditional tailors can be substitute one. Where traditionally women go and made dresses
according to their desire though not of high h quality but do.

6.3.3 POTENTIAL NEW MARKET ENTRANTS

Possible new entrants can be those small boutiques working on small level right now not having
much investment but got experience like Fashion ghar, Huma silk center and small home made
boutiques

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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.

 URL: www.Rewajtrend.com.pk available url easy to remember and protectable.

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.

Version Upgrade/Competitive Upgrade Matrix

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 Product Intro. After a 9 Proposed competitive
Prices months price for future.

Rs Rs Rs

Casual wear 3000 3500 2900

Semi formal 4500 5000 4200

wear

Formal wear 15000 18000 16000

9 INTEGRATED MARKETING COMMUNICATION PLAN

9.1.1 ADVERTISING ACTIVITY
Newspaper advertisement will be done, banners, posters, brochures and cable TV ad will also be
used.

9.1.2 DIRECT MARKETING ACTIVITY

Catalog marketing will be used, direct mail are also considerable

9.1.3 ONLINE ACTIVITY

www.rewajtrend.com is our website we will provide online purchase facility.

9.1.4 EVENTS ACTIVITY

Exhibitions will be arranged, participations in fashion shows will be done. And seminars on
fashion awareness will also be arranged.

9.1.5 RETAIL SUPPORT AND OTHER COLLATERAL

Brochures, and key chains will be designed written rewaj on it.

9.2 MARKETING AND PROMOTION BUDGET

Marketing activities are important generating awareness. More the money spend more effective
the activity will result.

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

Direct chain as we are having both backward and forward integration.

Selectivity

Shopping good so exclusive outlet and selective distribution as product is of high image.

Waiting and delivery time

Product will be available in the outlet so customer doesn’t have to wait for the delivery.

Variety and Assortment

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

Channel Function and Flows

A marketing channel performs the work of moving goods from producer to consumers. It
overcomes the time, place and possession gaps that separate goods and services from those that
need or want them. It perform number of functions:

 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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