MARKETING MANAGEMENT MARKETING PLAN LE+CO

SUPERVISOR:MISS AYESHA FAROOQ FALL 2012

PAF-KIET

MADE BY FAIREH AHMED KASHIF RANA MOHD.IMRAN

LE+CO INTRODUCTION
It is a complete new innovation formal shirt made up of two different raw materials. This brand LE+CO has been launched by FIKS founded by we three members of this group. It is a product exclusively launched to change the dressing sense how to dress in a new formal way. It will be displayed at all leading super stores in Karachi at the initial level of introduction.

1 YEAR FINANCIAL GOALS

1st month: 15000 PKR 3rd month: 40000PKR 6th month: 150000PKR 9th month: 500000PKR 12th month: 800000PKR

STRATEGIC GOALS
Expand the product to more than 1500 stores nationwide within a period of 5 years. LE+CO to support FIKS in being a leading brand of complete dressing range in Pakistan. Keep the growth sustain for as longer as possible, by bringing new and improved products continuously.

COMPANY ANALYSIS
GOALS: Making LE+CO a new fashion trend for formal dressing for future at least 5 years. FOCUS: Interaction with officials in the corporate, industrial, banking sectors and fashion industry of Pakistan. CULTURE: Create an environment which will impress and attract the business class customer through its elegancy.

CUSTOMER ANALYSIS
TYPES OF CUSTOMERS
Corporate Industrial Business type. Bankers. Teachers. Government employees. Doctors. Airline Officials. Students VALUE DRIVERS
Corporate industrial business type University students Models

COMPETITOR ANALYSIS
LIST OF COMPETITORS CHESTER BERNARD: DINER,S EDEN ROBE CAMBRIDGE BONANZA

MARKET SHARE: CHESTER BERNARD DINER,S EDEN ROBE CAMBRIDGE BONANZA

5% of the total market is covered by them. 28% of the total market is covered by them. 26% of the total market is covered by them. 18% of the total market is covered by them. 23% of the total market is covered by them.

COLLABORATIONS
FIKS will collaborate with all leading super stores in Karachi at the initial level, to display its products. It will collaborate with TCS to achieve the excel in its logistics requirements. FIKS will collaborate with GO4HOST to assist FIKS with the issues and development in database actions.

PEST:
Political and Legal Environment Increasing percentage of Import Duty in Pakistan. Economical-Environment Decreasing power of purchase due to inflation. Social and Cultural Environment. Suitable for people of all races and casts, because professionalism has no race no cast. Technological Environment. We can say that FIKS is using almost all major technological resources available within reach to serve customers

SWOT
STRENGTHS: Highly motivated work force, dedicated to work. Golden buyers are available to purchase the products of cash bases. WEAKNESSES: Heavy investment without sufficient experience on the risk to trust skills. Complete dependency on workforce.

 OPPORTUNITIS: Be a pioneer to launch LE+CO. New unexplored markets to be covered by growing product line.

THREATS: Unstable political situation. Increasing petroleum rates to affect the cost as competitor might have a better backup plan, based on experience

MARKET SEGMENTATION
ECONOMIC SEGMENTATION. 1. Upper-upper class 2. Upper-middle class 3. Upper-lower class 4. Middle-upper class 5. Middle-middle class GEOGRAPHIC SEGMENTATION: 1. Karachi 2. Hyedrabad 3. Lahore 4. Islamabad 5. Rawalpindi 6. Gujranwala 7. Peshawar

PRODUCT
Brand name LE+CO Quality High quality cotton and genuine leather will be used to assure the superior quality. Scope of product line Scope is to make the entire product line a dressing symbol. Warranty 6 months free service warranty on any stitching faults or any company fault. Packaging High quality regazzine bags will be made for packaging and to have a new brand image by its packaging display.

POSITIONING
We are introducing LE+CO as an innovative people and we will position LE+CO in such a way that when our customers will just think about FIKS they will think just about an innovation, that when they will visit they will get some thing new and when they will visit. The buyers of LE+CO will have a unique mindset of wearing something different and new in their friends & business circle

PRICING
Price We will offer two pricing strategies as follows 1. Market Penetration Pricing strategy. 2. Promotional pricing Strategy

List price Minimum price range 1350- to max price range 2290.
Discounts Membership cards are offered 800/ card Bundling 40% discount will be offered on purchase of more than 6000/=

DISTRIBUTION
Criteria for evaluating distributors

Criterion is simple the more the sales will increase the better they will be rewarded.

Locations:
Central Punjab, Sindh will be covered as prime.

Logistics:

Warehousing will be done at SITE area easily accessible to the entire city and easy to distribute to other cities as well. Transportation will be outsourced to APL LOGISTICS deals to provide transport to the entire country monitored by MIS which assures to maximize the efficiency.

PROMOTIONS
ADVERTISING Promotional advertisings will be made by sponsoring on different T.V channels to create awareness about that a new innovation has been launched in their home town to communicate the message of launch to the audience. Promotional programs Workshops, micro fashion shows will be held, foundation customers will be rewarded with different attractive incentives. of the promotional programs We expect to build a large pool of customers by having a heavy communication through the promotional tools, we wish to have a strong interactive marketing to reach to the hearts of customers. So that we can have our product heavily mouth- marketed by the customers itself.

CONCLUSION
FIKS is launching an innovative product differentiated from all others having a unique composition of two entire different raw materials not introduced till today from any other company. It has a very affective distribution chain. It is having normal prices as compared to normal shirts available in the market today.