Académique Documents
Professionnel Documents
Culture Documents
Marketing Management
MBA 2 (A)
Dated: 05-07-2010
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ACKNOWLEDGEMENTS:
humanity.
Our very special and deepest gratitude for or honorable Sir Adil
material regarding project, and above all, the moral support, the
project.
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ABSTRACT:-
This descriptive study was aimed to launch our own product i.e.
growth. The marketing teams (Marketers) have the task to create the
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TABLE OF CONTENTS
Sr No Page. No
1 Introduction 7
2 Objectives 7
3 Mission 7
4 Vision 8
5 Style statement 8
6 Logo 8
7 Core values 9
8 Marketing Research 10-12
9 Marketing plan 13-15
10 Marketing segmentation 16-17
11 Targeting 18
12 Positioning 19-20
13 Marketing mix 21-25
.. Product
.. Price
.. Promotion
..Place
14 Brand management strategy 26
15 SWOT Analysis 27-28
16 Marketing Objective 29
17 Assumption 29
18 Financial Projection 30
19 How to contact us 31
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EXECUTIVE SUMMARY
is a new men’s store launching men wearing line and other fashion
accessories . Within the last few years, there has been significant increase in demand of
fashionable and trendy clothes and accessories. This project aims to introduce trendy
clothes and accessories according to customer’s desires. The project is being formulated
to facilitate the youngsters , who are fashion conscious and wanted to build their
personality along being fashionable and trendy . The ultimate objective is to create
neighbor atmosphere where customer feel comfortable and become instant regular by
INTRODUCTION
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Awarness boom has hit the styling sense of Pakistani man in positive manner. Men have
became more conscious about their wearing style. Every individual makes his best effort
to come up with his own trendy style statement which includes his wear off’s style and
other fashion accessories. So this change had created the business opportunities, In last
decade this business has turned in to the strong leading industry of Pakistan. There are
good reputable local and international men’s store with stylish , hip ,trendy and
fashionable mean’s fashion wears and accessories. e.g. Sunny Garments, Malik garments
and Stylo .
So in this pipe line we have also decided to launch a men’s store with a name of
in Haripur. This retailer store will be providing trendy and hip clothes
and other fashion accessories for its target customers.
OBJECTIVES
The main objective behind this venture is to provide trendy and updated wearing
line and other fashion accessories to the target customer while setting the affordable
prices .
MISSION STATEMENT
To deliver quality and become a leading light in a world of men’ fashion.
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VISION STATEMENT
We want to be the trend setter’s in men’s styling and creating retail reality, making
consumption affordable for all customers-masses.
STYLE STATEMENT
This style statement is reflecting the positioning of our brand because for us it is very
important to build the confidence of our customer’s and enhance their look’s as well as
their personality.
LOGO
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CORE VALUES
The core values which we will adapt and maintain through out our business journey
will be
Valuing and nurturing relation ship: building a long and healthy relation ships
both with suppliers and prestigious customers.
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MARKETING RESEARCH
The marketing research is a very important tool while formulating marketing strategy. As
it helps to gibe better insight to the customer wants and demands. In this regard we have
also conducted a small survey through which we have investigated about the style sense
and it’s understanding among our target customers.
SAMPLE
A sample of 20 people was taken on the basis of convenience.
DEMOGRAPHICS
• Gender
O Male
• City
O Haripur
• Age
O 18-28(youngsters)
RESEARCH METHOD
Quantitative research method is used to understand the style sense of our target
Customers.
QUESTIONNAIRE DESIGN
A closed ended questionnaire has been designed to investigate.
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RESULTS
1. Do you visit men’s store for purchasing?
0 Yes 0 No
35%
yes
no
65%
yes, 10%
ye s
no
no, 90%
3. All men’s store are providing things according to trends and present time?
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0 Yes 0 No
15%
ye s
no
85%
no, 35%
yes
no
yes, 65%
yes, 0%
yes
no
no, 100%
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6.Style sense helps you to enhance your personality ?
0 Yes 0 No
no, 30%
yes
no
yes, 70%
0 Yes 0 No
yes, 40%
ye s
no, 60% no
8.There is more potential for other people with respect to this business
0 Yes 0 No
10%
yes
no
90%
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The results of the survey highlights the fact that majority of the men wants to look stylish
and trendy. But an important aspect which has been discovered through this survey is that
this brands are charging high prices for their products which is a kind of obstacle for some
men. So trends have been changed and people aesthetic sense for wearing has been
increased and enhanced.
MARKETING PLAN
The marketing plan guides implementation and control, indicating marketing objectives and
the strategy tactics for accomplishing the objectives.
• Market Position
We will be positioning our brand who wants to create retailer realty i.e. making
consumption affordable.
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The present market of Haripur with context to men’s store is capable of taking in
more men’s store. This line has potential for the sake of profitable business.
• Competitors
As we are establishing our shop in Ajaib Plaza Darwesh G.T Road Haripur. Which is
the focal point of famous men’s store in the city so we will have a tough competition
with Sunny Garments, Malik Garments and Stylo.
directly communicate with our customers this will help us to get the better understanding
of our customers wants and demands and we can mange our customer
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at our best in term of providing superior satisfaction by delivering quality and up to
mark products and services.
• This means that at start of our launch we will provide membership to 100
customers, who will be given 10% discount on every shopping to retain and build
our customers.
• Advertising
Print media
Electronic media
Event sponsorship
Celebrity endorsement
• Summary
As business world is full of challenge, so we will have to face them but we will work
the positive attitude ,sincerity and determination to make us successful.
MARKET SEGEMNETATION
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Market segmentation refers to dividing a market into smaller groups of buyers or users with
distinct needs and characteristics and they might require separate products or market mixes.
Our customer market has been clearly defined keeping various aspects in mind. The prime
customers of are youngsters seeking for trendy and hip look within
affordable prices. The customer here will defiantly experience the glamour of fashion and
new trends in the market.
DEMOGRAPHIC SEGMNETATION
Youngster 18-22
Boys 23-28
PSYCHOGRAPHIC SEGEMENTATION
The youth minds set have been impacted by the changing trends .They are generally
extent they are in to certain things they are in to lifestyles and unique personality
characters ,we will try to identify that and work towards that at our best.
BEHAVIORAL SEGEMENTATION
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1. Occasions
We will always bring new wearing lines on occasions like eid, valentine day etc.
2. Benefits Sought
We will be providing possible benefits to our target customers. We will be providing our
3. User Rate
offering that include 10% discount on every shopping. This will increase the customer
TARGETING
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Our target market is that segment of the society that we plan to attract most by the
particular set of services we are providing. Since we have evaluated various market
segments as our target. We are a catering the youngsters who belong to the middle
class of society.
Youngsters 18-22
Boys 23-28
POSITIONING
We believe in “stylish” and “trendy look” with “affordable prices” and that is what we
will always try to provide theme for our audiences. This will always creates a unique
position for our company name in audiences’ minds. This is how we will gain a
competitive edge.
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I.SERVICES DIFFERETIATION
1. Through competitor analysis we got to know many men’s store are not providing
the facility of membership for privilege customers. So as we decided to provide
membership to our customer to gain loyalty. This strategy will help us to gain the
competitive edge.
So we would say that after defining our market segments properly, identifying out target
markets accordingly and our company name uniquely, will be new trend
setter and will soon gain famous stature and brand name.
MARKETING MIX
The marketing mix consists of every thing that firm can do to influence the demand of the
product. has also developed a marketing mix that best supports its
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objectives of developing a health conscious environment. It consists of the following
variables:
Product
Price
Place
Promotion
I.PRODUCT
a. Brand name
Casual wear
• Formal wear
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• Party wear
• Salwar kameez
• Ties
• Key chains
• Brief cases
• Caps/hats
• Fashion rings /band
• Cufflinks
• Belts
• Wallets
• Perfumes
• Sun glasses
• Watches
• Scarf
• Foot wear
• Cardigans/ blazers
2. PRICE
As we wanted to deliver our products to the people who belong to the economy class
of the society and as we are about to launch a new brand in the market so in order
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to attract the target customer, we will use the competition based pricing approach.
We will set the price in accordance to the price set by the competitor for same
product. So we will provide more margins to our customer to build a strong market
position.
3. PROMOTION
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is a new men’s store with mission of making retail reality that is making
consumption affordable. As we are at start of our brand development so we will promote
our product with every possible mean within our access.
a. Advertisement
Bill Boards
Fashion shows
Television
Pamphlets
Newspapers
Internet
Sponsorship
Celebrity endorsement
4. PLACE
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a. Site
Our shop is located in Ajaib Plaza Darwesh G.T Road Haripur. The purpose of choosing
this location is that the shopping mall is newly established and is now days considered as
focal point of well known reputable fashion store, so this place will be automatically
turned in to the center of attraction for customers.
b. Store Guide39
LEVEL: 2
• Casual wear
• Formal wear
• Party wear
• Salwar kameez
• Foot wear
• Cardigans/ blazers
LEVEL: 1
• Perfumes
• Belts
• ties
• Wallets
• Perfumes
• Sun glasses
• Watches
• Scarf
• Cuff links
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At this stage style den will focus on the following strategies with respect to its brand
management practices. We will focus on brand awareness as a new brand it needs to
gain recognition and fame. As we know great brands are founded on more than a
compelling promises and innovative marketing communication to deliver the
products to the target audience for creating and building the lasting and enduring
relations with customers, so in this regard we have planned following actions to
create brand awareness among the target customer.
• Sponsorships
• Celebrity endorsement
• Advertisement
Brand loyalty is significant and critical for the company to attain so we have also
planned to attain brand loyalty through providing.
• Quality products.
• Membership i.e. 10% discount for privileged customer on every shopping.
• Special communication with regular customers about sales offers.
So we hope that our branding strategies will help us to put in impressive impact on
targeted customers and will definitely provide us grounds to attract our potential
customers as well.
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SWOT Analysis:
Strength:
We have got a huge strength because there are no direct competitors of us in the market
Weakness:
We don’t have any such major weaknesses but some minor weaknesses are as follows:
• Fix Price
• Discount is not allowed to non members
• No products for women and children
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Opportunity:
Threat:
• Indirect Competitors
• Political instability
• Inflation Rate
• Fake products of our brand
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Marketing Objective:
As this is the new business in the market of Haripur. So we cannot capture the whole
market in a short period of time. It will take time to capture the whole market. Our sales
will be low in the start because too much customers are not attracted towards us. We must
increase our sale day by day. One of our objective is also to capture more and more
customers. In future we are seeing our self that we have captured the whole market of
haripur. We will attract customers by providing the different incentives. In the future
more customers are using our products and is he leading brand in the
market of haripur.
Assumption:
The inflation rate of the country is increasing day by day. So keeping in mind our
sales must increase day by day. If it doesn’t increase with the same ratio then we cannot
survive in the market. We must have a huge sum of amount, for the purpose that if our
sale dooesn’t increase then we can survive in the market for a year or two.
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Financial Projections:
Descriptio cost
n
Land 500,000
Building 1,010,000
Stationary 5000
Carriage 5000
Total 1,873,000
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CONTACT US
Come to our shop i.e.
Ajaib Plaza Darwesh G.T Road, Haripur
Simply log on to our website i.e.
www.styleden.com.pk
here our privilege customers will be provided with the information regarding
• Prices
• Upcoming events
• Sales announcements
OR
0303-5907002
OR
styleden@gmail.com
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