CHEN ONECHEN ONEby Chenab Group (based in Faisalabad, by Chenab Group (based in Faisalabad,

Pakistan)Pakistan)

Asaad ImtiazAsaad Imtiaz

Fashion Marketing & MerchandisingFashion Marketing & Merchandising

• Fasion is changing very rapidly.Fasion is changing very rapidly.

• Responding promptly to the market Responding promptly to the market need, Mian Muhammad Latif, Chief need, Mian Muhammad Latif, Chief Executive of Chenab Group, Executive of Chenab Group, visualized a brand catering to such visualized a brand catering to such market requirements. market requirements.

• ChenOne is a subsidiary of Chenab ChenOne is a subsidiary of Chenab Limited, formally Chenab Fabrics and Limited, formally Chenab Fabrics and Processing Mills Limited. Processing Mills Limited.

• The Group is one of the largest The Group is one of the largest exporters of home textile products exporters of home textile products from Pakistan.from Pakistan.

OBJECTIVE AND MISSSIONSTATEMENT

"Our policy is customer satisfaction which we ensure through proper planning, continual improvement, employees satisfaction, environment friendly production, prevention of environmental pollution, resource conservation and implementation of relevant, environmental, social and cultural norms/laws."

Stores Locations Stores Locations

• Islamabad (Opened in 1997) Islamabad (Opened in 1997) • Rahim Yar Khan (Opened in 1997) Rahim Yar Khan (Opened in 1997) • Lahore (Gulberg branch) (Opened in 1998) Lahore (Gulberg branch) (Opened in 1998) • Faisalabad (Opened in 1998) Faisalabad (Opened in 1998) • Karachi (Opened in 1999) Karachi (Opened in 1999) • Rawalpindi (Opened in 2001) Rawalpindi (Opened in 2001) • Peshawar (Opened in 2002) Peshawar (Opened in 2002)

Stores LocationsStores Locations

• Abbottabad (Opened in 2004) Abbottabad (Opened in 2004)

• Lahore (Defence branch) (Opened in 2004) Lahore (Defence branch) (Opened in 2004)

• Multan (Opened in 2005) Multan (Opened in 2005)

• Sialkot (Opend in 2006) Sialkot (Opend in 2006)

• Gujrat (Opened in 2006) Gujrat (Opened in 2006)

• Sargodha (Opened in 2009) Sargodha (Opened in 2009)

Stores in AbroadStores in Abroad

• Abu Dhabi Abu Dhabi

• Dubai (Jumeriah) Dubai (Jumeriah)

• Makkah Makkah

• Bahrain Bahrain

• Ajman Ajman

• Sharjah Sharjah

• Riyadh Riyadh

Future DestinationFuture Destination

• Outlets in Bahawalpur, Gujranwala, Kuwait Outlets in Bahawalpur, Gujranwala, Kuwait and Musqat are near future destinations.and Musqat are near future destinations.

• With the target of opening 50 stores in With the target of opening 50 stores in Pakistan by 2015, ChenOne will maintain its Pakistan by 2015, ChenOne will maintain its status of being the largest chain of stores in status of being the largest chain of stores in Pakistan. Pakistan.

•Chen One deals with a wide product range including apparel, full range of furnishings, crockery, and accessories.

• It carries products for the whole family.

•Hence, by merchandise category it is a family store.

Bed LinenBed Linen

FurnitureFurniture

AccessoriesAccessories

Men's WearMen's Wear

Women's WearWomen's Wear

Kids WearKids Wear

• Originated from Singapore 1994Originated from Singapore 1994

• Quality shoe retailers Quality shoe retailers

• It's a pride of ChenOne that the 100% It's a pride of ChenOne that the 100% leather products of this renowned, leather products of this renowned, trendy and stylish brand are available trendy and stylish brand are available in Pakistan exclusively at its storesin Pakistan exclusively at its stores

Target MarketTarget Market

•Chen One's target market is high-income customers.

•The brand is not for middle class or lower class customers.

•Chen One says that if they cater to that class by reducing the prices of their product, they would have to compromise on quality.

Consumer LifestyleConsumer LifestyleProfession Highly paid people

Age 8-45 years

Geographic location Cities of Pakistan

Standard of living High, rich people

Association to particular culture

Western

Style (sense of dressing) Casual and stylish

Level of fashion forwardness

Aware and follow fashion

Lifestyle Modern

Chen One Chen One

• Chain retailerChain retailer

• Contemporary Contemporary

• Fashion followersFashion followers

Position ChartPosition Chart

High PriceHigh Price

Chen oneChen oneLow HighLow High

Fashion FashionFashion Fashion

Low PriceLow Price