kurta shalwar marketing

ADVERTISING The MEN’S WEAR Shop

WHERE ARE WE NOW?

We are planning to launch a Men’s Wear outlet called “Exclusive Men’s Wear”. The

products that we will be offering in our shop are going to be everything related to men’s

comfort. We will offer the widest range of men Pants, Shirts, Ties, Belts, Shalwar

Kameez, Suits and Undergarments in this shop. All kinds of above mentioned clothes

will be available both imported and local. Artistically designed Gifts packs will also be

available at our shop.

We will also make a corner inside the shop, which will be dedicated for taking precise

measurements for the customized items. In this part of shop we will be having rolls of

cloth in different materials and colors out of which customers could chose for their

customized product.

We think that this sort of shop should be highly demanded amongst the middle class

and upper middle class males of Pakistan because every male from these classes

needs all that we have to offer. Almost all the males who to buy clothes does not often

find all sorts of the above-mentioned items in an appropriate manner, and even if they

do, then not under the same roof. We hope to offer stylish, color full, affordable and

comfortable types of MEN’S WEAR under one roof. May that be Tea-Shirts, pair of

trousers, pair of pants, shirts and undergarments both loose and fitted. We see a big

chance of this shop succeeding, may be not within the first year that we open up but

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surely after that if we keep providing what we promise to offer and with an effective

marketing strategy we think we can make profits and earn a good reputation!

Our management team is as follows:

UMAIR…………………………………….………Marketing Manager

FAIZAN ………………………………………….. Designer

USMAN……………………………………………Finance Manager

HAMZA……………………………………………Research and Customers feed back

In the first year, we might be facing some losses and we will be earning

almost no profit. We are going to be in a financial crisis for almost two years

because we will be investing a lot but the payback will be very little. A very

little example is the huge amount that we will have to pay as the rent of the

shop that we are opening up in F-7 Markaz.

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OBJECTIVES

Maximize profits.

Make available all sorts of MEN’S WEAR under one roof.

Charge prices which are affordable but not too low

Make a good name in the market in the long run and earn customer loyalty.

Be one of a kind and be the first to offer what we are offering and maintain our

services now and in the future.

Target the upper class, middle-class. Foreigners come under our target market

too.

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“To provide customers, with a friendly environment and provide you with best quality

masculine products, all in one shop. We will make available any style of MEN’S WEAR

you want us to provide!”

INTRODUCTION TO MEN’S WEAR SHOP

The service that we are providing is basically that we are opening a shop, which will

provide consumers with all kinds of designer masculine garments. We are going to sell

gift packs for our products which would help in bringing out the exquisite look of our

products.

Basically we are launching this shop because we think there is a need for a shop in the

market, which sells all types of masculine wear under one roof.

Lot of males said that it happens a lot of times that they go into stores looking for a

particular item and they are told to go to another shop because only that particular item

is not available in that shop and thus they try another two shops only finding out that the

product they were looking for is not available in the market. We want our buyers to know

that when they step into our shop they will leave with the product of their choice in their 4


hands. Even if the demanded item is not available, we will get it made on order,

because we would like our consumers to help us in knowing which product they prefer.

We will be renting a shop in the beginning so that we can earn a little profit and eventually

purchase a shop. The decision on whether we purchase or rent another shop depends on how

much profit we will make in our first shop and we will see from which places our customers are

visiting us most. For example, if we have a lot of customers coming from the sectors F-10 and

F-11, we may purchase a shop in the developing market of F-11 which is supposed to become

the center of Islamabad in the coming five to ten years, but right now our plan is to open up this

MEN’S WEAR in King’s Arcade plaza.

MARKET ANALYSIS

Our target market is the upper class, middle-class and foreigners. This is because we

are selling the best quality products with most diversified range. The ready made

products in our shop would start from Rs.500 – Rs.15, 000.

We are planning to open up our shop in an area, which is already developed and is

already the main market of Islamabad, the F-7 market. We cannot open up our shop

inside Jinnah Super because no shops are available there therefore we plan to open up

our shop very near to it in a plaza called the “King’s Arcade.” This area is foreseen to

become very popular due to the fact that it is so near Jinnah Super and a lot of people

are already visiting this area very frequently. Also, an advantage of operating our shop

in F-7 is that most of our target market, lives either in F-7, F-6 or F-8; these sectors are

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very close to each other and F-7 is the main place where these people and especially

foreigners do their shopping from.

However, in the long run, we hope to make a lot of money, gain a good reputation in the

market and earn customer loyalty. Loyalty exists when a customer, because of past

experience, is sufficiently satisfied with a retailer or shop that he or she buys from that

same shop when the demand or need arises for a particular product, without

considering other alternatives.

The combination of people in the market is constantly changing. It is difficult to

anticipate whether what worked yesterday will work today and it is especially difficult to

anticipate whether a new emerging outlet will work in the market.

A few things that we have found out about the consumer buying-decision process are

that:

o Consumers make an action to buy something when they feel they need it.

o The consumers spot alternative shops and places where they can buy the same

or alternative products.

o The buyers always weigh the pros and cons of the alternatives they have seen.

o The consumer always wants reassurance that the choice was the best one that

they could have possibly made.

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ECONOMIC ANALYSIS

The literal position of our economy currently is that the upper class and the elite class of

Pakistan are richer than the government itself. This means that they have the ability to

spend as much as they want. They might have other shops where they can find the

same sort of products but when it comes to a brand name we don’t have any competitor

around, if provided what these customers want, they certainly have enough money to

purchase it!

Even though, the economy of Pakistan is improving, the purchasing power of the people

is still the same. People who fall under the low class bracket are earning wages as low

as Rs.1500 per month (even lower in some cases). Obviously our shop is not catering

and targeting these people.

Some facts about consumer behavior are:

o For all product categories, people in a given income bracket spend significantly

more money than those in lower brackets.

o In each successively higher income group, the amount spent for food declines as

a percentage of total expenses.

We agree that the economy of Pakistan is doing better than it was previously. However,

this does not mean that our business will do well as well too. Our basic target market

makes up only 5-7% of Islamabad, and it is not necessary that all of these people will do

shopping from our shop.

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The external environmental factors, which we are concerned about before opening up,

our shop, are:

o Economic conditions: purchasing power, unemployment rate and circulation of

money make economy of a country and affect every business in way.

o Demographics: it includes age, income, culture, gender, education, family size, religion,

living standard etc.

COMPETITOR ANALYSIS

We have a quite extensive range of competitors, which includes different outlets selling

foreign and local brands. Anybody selling masculine wear is a competitor to us. Our

competitors also include the little corners in the shops in most of the markets of

Islamabad, which also sell some unbranded products such as undergarments. For

example, Jinnah Super and Super Market in general. Diverting people from our

competitors to our shop will certainly require a high quality standard and customer care.

They will only come to our shop when they need a product, which is not available

everywhere. Therefore, now we will have to look forward to providing such good quality

items that has never been seen before in Islamabad.

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A list of our Competitors

Competitor Nature Price Quality

Junaid Jamshed

Jinnah Super Islamabad

They mostly sell Shalwar Kameez and Groom Dresses Shoes and some ladies garments too

Not too expensive except for few Good

Amir Adnan


They mostly sell Shalwar Kameez and Groom Dresses

Not too expensive except for few

Excellent

Deepak Parwani

Jinnah SuperIslamabad

They mostly sell Shalwar Kameez, Groom Dresses, Shoes and some ladies garments too

Not too expensive except for few

Good

Outfitters


They sell Ties, Pants, Shirts, Belts

Moderately priced products are available

Good

Stitches


They sell Ties, Pants, Shirts, Belts

Moderately priced products are available Very

Good

Textellion

Blue Area Islamabad

The products available are better than the rest available in local market. They do have some variety but not the required level of quality.

Some of their products are too expensive but others are moderately priced.

Good

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Intimate

Super Market Islamabad

The items are of better quality.Almost all the sorts of MEN’S WEAR items are available, which are demanded in Islamabad.

They sell relatively cheaper products than the above mentioned competitors. Good

G.Q.


They mainly sell suits and Shalwar Kameez

A normal range and affordable products by our target market. Very good

G.M


They mainly sell suits and Shalwar Kameez

A normal range and affordable products by our target market. Good

Crystal 2

Super Market Islamabad

The items are of better quality.Almost all the sorts of MEN’S WEAR items are available, which are demanded in Islamabad.

They also sell relatively cheaper products.

Good

POTENTIAL THREATS

The potential threats that “ MEN’S WEAR Shop ” can face are :

If we charge very high prices then customers will not buy from our store.

It is very probable that people would rather go to the closest store and buy any

non-branded products or a close substitute of what they were looking for, thus,

we will really have to focus on making our marketing strategies very effective, so 10


that we actually get customers in our shop and that we are able to sell out

products.

The little corners/stalls in shops are a threat to us too. That the customers will

make purchases from these stalls with a close substitute of the product that they

wanted to but they will not travel a great distance. This is especially true for the

older generation.

The biggest threat is of not being demanded in the beginning.

Another threat is that we can foresee that we will not be making profits for at least

one year. This is because, it will take us time to see what the consumers want

and what they do not demand and vice versa, it will take the consumers time to

adjust to the fact that they can always come to the “The Exclusive MEN’S WEAR

Shop” and buy whatever they want, rather than going to different shops and still

getting substitute products but not what they actually wanted.

MARKETING STRATEGIES

In order to capture the attention of the public and make them aware of The Exclusive

MEN’S WEAR Shop we will have to market our shop very effectively. We will have

to advertise in various ways and through different means. We will have to advertise on

television, radio (FM.98), maybe even online on Pakistani sites and billboards. This

means that we will be using both the electrical media and the paper media to get to our

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customers. We have to make our advertising very effective due to a lot of local and

foreign competitors.

Advertisements capture the major area of marketing strategy and we will be

introducing our shop with attractive advertisements. As the MEN’S WEAR shop

targets male’s category and age group of society therefore we will be coming up

with three or four different advertisements for different age groups.

TYPES OF ADS:

Radio Adds:

We will advertise on FM 89 between 9 pm to 12 pm because at that time the number

of listeners is the highest and advertising at that time would be very effective.

Newspaper Adds:

According to a research it has been found that the highest number of readers of a

newspaper is on Sunday. It’s a little expensive to advertise on Sunday as compared to

other weekdays but for effective marketing of our shop we have to bear such expenses.

Banners:

We will place the banners of our shop almost at every road signal, places like Hotshots,

f-9 Park, Melody Food Street, Jinnah Super, F-10 Markaz, Blue Area etc.

Broachers:

We will be distributing the broachers at homes and outside colleges and universities.

Special Packages and offers will work effectively to capture the market and earn

their loyalty, these packages include:

Free home delivery service. We will deliver the customized items.

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We will place our banners and posters in main markets and road signals and

parks.

It has been observed that music is actually attracting people

The most effective strategy for attracting customer is to offer special discounts and

packages for special occasions like: Weddings, Wedding Anniversaries, Birth Days,

and Valentine’s Day.

Advertising Agency:

The advertising Agency from whom we will take the services isThis agency will provide us main theme that we will use in our advertising and besides it we will also the advertising through bill board and their size, colour, theme and every thing will be choosen after the decision taken mutually by this advertising agency and our firm.

PRODUCT LINE

We have seven basic product lines.

1. Shalwar Kamiz

2. Trousers, Pants and Jeans

3. Shirts and T-Shirts.

4. Suit

5. Under garments

6. Belts

7. Ties

8. Perfumes

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MEN’S WEAR:

Shalwar Kameez:

The shawar Kameez at our outlet would be branded stitched by our tailors named

Exclusive Men’s wear. This would include embodied as well as simple dresses of

different styles, available in all sizes and of course also available at customers request

i.e. customized.

Price: Rs.1500-Rs.6000

Trousers, Pants and Jeans

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Trousers, Pants and Jeans include both formal and casual wear which would be

branded and available in all sizes and also available at customers request i.e.

customized.

Price range: Rs.1000-Rs. 2500

Shirts and T-Shirts

These would be available in different styles, branded, all sizes and different colors,

which would include formal and casual wear.Price range Rs.1500-Rs 3000

Suits and Long Coats

A separate Fabric would be available at the outlet and it would be the choice of the

customers of the fabric they choose and the style they want us to make for them.

Price range Rs.3000- Rs.12000

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Undergarments

The undergarments would be branded and would include vest (both round neck and

sleeveless), fitted under wears (of sizes Medium/Small/Large), boxers and warmers.

Price Range Rs.350- Rs.2500

Belts

The Belts would be available in different sizes with large and small hooks of different

styles, double sided. They would be branded and only made of leather would be

available.

Price Range: Rs.500-2000

Ties:

Ties would be available with nearly all colors and of different styles and made of

different fabrics including silk, polyester and pure cotton.

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Price range Rs.500-Rs.3500

INCOME AND SALES FORECAST

SALES FORECAST

This graph is showing the sales forecast for the first five years after launching the shop

on 1st January 2005

For the first year the sales are of rupees 61,000, 62,000 for second year, third year

64,000, 68,000 for fourth year and for the fifth year the sales will be of rupees 70,000.

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INCOME FORECAST CHART

Income forecast chart clearly shows the stages of profit and loss in the first five years of

launching the shop.

In the first three years we will be having loss; fourth year will be the ‘break even’ point

and then it is very likely that we earn profit from the fifth year.

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FINANCIAL STATEMENTS

BALNCE SHEET

Balance Sheet as on 1st January 2004

Assets

Cash 450,000Inventory 200,000Equipment 120,000Furniture 80,000Car 110,000

960,000

Liabilities

Bank Loan 510,000

Owners Equity

Capital 450, 00

960,000

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INCOME STATEMENT

Income Statement for the year Ended 2005

Rent Expense 400,000

Electricity Charges 72,000

Telephone Charges 48,000

Maintenance Expense 30,000

Advertisement Expense 20,000

Salary Expense 96,000

Fuel Expense 1500

667500

Sales Revenue 610,000

610,000

Net Profit: (57,500)

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FINANCIAL ANALYSIS

As we expect this business plan to be implemented in the start of year 2004, some

necessary predictions have been made based on some assumptions.

Financial Analysis 2005:

Rent Expenses:

The shop that we have selected costs Rs.400, 000 annual rents. Business is expected to

spend Rs.33, 300 monthly for the rent expense.

Electricity Charges:

Electricity charges are expected to be particularly low because of the fact that we

have not decided to keep the environment of the shop bright. Monthly electricity

charges that we have assumed are Rs.15, 000 that makes a total amount of Rs.120,

000 per year.

Telephone Charges:

Telephone Charges that a commercial shop incurs are in the range of Rs.4000 –

Rs.6000. In our financial statements we have assumed an expense of Rs.4000

monthly. This makes a total of Rs.48, 000

Maintenance Expense:

Commercial Shops usually need a lot of expenditure on maintenance. Since in the

beginning the expenditure on maintenance is generally low we predict our monthly

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expenditure on shop to be around an average of Rs.2500. Annually it makes a total

amount of Rs.30, 000.

Advertisement Expense:

Advertisement expenditure for the first year is expected to be high - cheapest

advertisement methods would be adopted. Advertisement expense is focused on

monthly basis.

Fuel Expense:

We would only be required to use our transport system while delivering out products

to the customer. We don’t expect our fuel expenses to exceed Rs.1500 per month.

Total annual expense is predicted to be around Rs.18, 000.

Salary Expense:

We plan to hire two people for taking care of the shop. Each person would be given

Rs.4000 per month. Annually it makes a total amount of Rs.96, 000.

RECOMMENDATIONS

Charge relatively low prices in the beginning to gain customer loyalty and

satisfaction.

Look for profits in the long-run

Charge prices high enough to make profits or at least reach equilibrium and

prices should be such that people can afford them.

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kurta shalwar marketing

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