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Business operations of chenab (ChenOne)


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Raw materials
Locations of Production units
Machinery or equipment
Product range
• Spinning
• Weaving
• Processing
• Stitching
Total quality management
Distribution of the Chenab textile through ChenOne
Exclusive outlet
Stores location
Organizing Inventory
Supply chain management
Marketing oriented Mission
Marketing objectives
Marketing process
• Market segmentation
• Target Marketing
• Positioning
Marketing Mix
• Product
• Price
• Place
• Promotion
Action program
Competitive Advantage
Customer Service
Business portfolio
Marketing strategy
BCG matrix
Product life cycle
SWOT Analysis

Published in: Business
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Business operations of chenab (ChenOne)

  1. 1. Operations and Marketing aspects of Chenab Textile
  2. 2. It was established in 1974 by Mian M. Latif the Chairman, later joined by Mian Javed Iqbal and Mian M.Naeem
  3. 3. Chief Executive Mian M. Latif 14.51 Director marketing Mian M. Naeem 17.57 Director Operation Mian M. javid Iqbal 12.94 Director Textile Division M. Fiasal Latif 02.45 Director Garment Division M.Frahan Latif 07.32 Director Chen-One M.Kashif Ashfaq 06.49 Director Overseas M. Rizwan Latif 03.00 Key Persons Share %
  4. 4. To be a competitive and customer focused organization with continuing commitment to excellence and standards.
  5. 5.  To be business house of first choice for customers.  To be change leader.  To produce innovative, relevant a cost effective products.  Setting and maintaining high standards  To earn profits by achieving optimum level of production by using state of the art technologies.  To provide ideal working conditions to employees.  To meet social and cultural obligations towards the society being a patriotic and conscientious corporate citizen.
  6. 6. Raw material Chenab usually use the blends of • cotton polyester, •cotton viscose, •cotton acrylic, •on the quantity based the jute is most important.
  7. 7. Machinery or Equipments • Chenab has 19,200 spindles at its Spinning unit with house space of 520,000 square feet (48,000 m2). • Chenab's weaving unit is equipped with 250 air jet looms and 380 auto looms. • Chenab is also equipped with a stitching unit for ready-made garments.
  8. 8. Production Facility No of Machines Capacity (Per Day) Spinning 19,200 Spindles 36,000 lbs Weaving 270 Auto Looms 18,000 mtrs Weaving 240 Air Jet Looms 80,000 mtrs Bleaching 3 225,000 mtrs Dyeing 3 90,000 mtrs Printing 4 160,000 mtrs Finishing 22 250,000 mtrs Polyester Wadding 1 Plant 18,000 kgs Fabric Coating 1 15,000 mtrs Stitching 1584 210,000 mtrs Quilting 14 25,000 mtrs Embroidery 6 4000 mtrs Gas base power generation 14 Generators 15.6 M.W
  9. 9. Location of production units • The cloth processing unit is located at Nishatabad, District Faisalabad • Stitching units are located at Nishatabad, District Faisalabad and Shorkot Road, District Toba Tek Singh. • Weaving units are located at Sheikhupura Road, Khurrianwala, District Faisalabad, Jhumra Road, Gatti,District Faisalabad, Sheikhupura Road, Kharrianwala, District Sheikhupura and Shahkot, District Nankana Sahib • Spinning unit is located at Shorkot Road, District Toba Tek Singh, in the province of Punjab.
  10. 10. Product Range In product range Chenab Textile offerings are in widest range of:
  11. 11. Production of Chenab  SPINNING  WEAVING  PROCESSING  STITCHING
  12. 12. SPINNING • Bales is mixed and blended together for uniform blend • Bales are grouped for production according to fibre properties • The spinning facility spread over 520,000 Square feet houses 19,200spindles.
  13. 13. WEAVING • Making yarn into fabric • Lengthwise yarns called the warp • Weaving units are equipped 120 air jet looms of 75,110 and 134 ch of 36 million sq/m per year, and 376 auto looms 15 million sq/m per year.
  14. 14. PROCESSING The Processing unit of Chenab is divided into following categories: •Preparation •Dyeing •Printing •Design studio •Finishing
  15. 15. Preparation: Different fabrics are quality controlled by Hi-tech before they go to singeing, bleaching and mercerising lines. Dyeing: Dying lines and more versatile jiggers and pad steam units allow to dye fabrics in the widest imaginable colours.
  16. 16. Printing: Fabric are printed with speed, accuracy and consistently high quality with machines ranging from 12 to 24 colours,widths from 72" to 120". Design studio: Computer aided design systems, wax-jet ,colouration system based on ink jet technology with CAD,Scan jet 6100c,Contact Camera
  17. 17. Finshing Stringent laboratory testing and a full complement of advanced technologies allow to offer a multitude of pre-treatment and to meet every specific requirement.
  18. 18. STITCHINGStitching all sorts of casual/fashion garments equivalent to 45,000 m of fabrics daily equipped computerized mechanical systems such as: •Gerber technology •Equipment for accurately cutting articles •Advance panel fabric cutter •Switch Track stitching system •Advance stitching with automatic trimming mechanism
  19. 19. Certificates: •ISO 9001 •ISO 14001 •SA 8000 & WRAP •C-TPAT •OHSAS 18001 Awards: 9th time won the “Best Export Performance Trophy Award”(FPCCI)
  20. 20. Distribution chanab textile  Chen One is the exclusive outlet of the chanab textile.  Chen One is a chain of fashion stores owned by Chenab Group (based in Faisalabad , Pakistan).  The first Chen One store was opened in 1997 at Islamabad.
  21. 21. Location of ChenOne • Islamabad • Rahim Yar Khan • Karachi • Rawalpindi • Faisalabad (Serena Hotels) • Peshawar • Abbottabad • Lahore (Defence branch) (Gulberg branch) • Multan
  22. 22. Outside of Pakistan • Abu Dhabi • Dubai (Jumeriah) • Dubai (Dubai Festival City) • Makkah • Ajman • Riyadh (Olaya Road near to Kingdom Tower) • Al-Ain
  23. 23. Organizing inventory
  24. 24. Supply chain management of the Chen One
  25. 25. Marketed oriented mission
  26. 26. Marketing objective • increase its sales by opening a number of new outlets for easier accessibility to its customers. • opening of new stores under a new brand name which would target the middle and lower middle class so as to increase their market share and gain more customers. • plans on opening more stores abroad
  27. 27. Marketing process
  28. 28. Market segmentation: • Chen one is doing Niche marketing because they have divided their market into different segments of cloth in which their segments are
  29. 29. Target marketing • Chenone target the Middle East and Pakistan. • Chenone target s the people 3 month to 45 ages
  30. 30. Positioning • designed its products according to the customer wants and demands. • has created brand image among its consumers. • positioning of its products is based on product differentiation. • Differentiation of product on the basis of quality
  31. 31. Marketing Mix
  32. 32. Product • There are manufacturing comfortable clothes with good quality • Chenone has a latest collection of woman wear • ChenOne offers replacement offers for its clothing products • The replacement offer is valid to customers conditioned you follow the policies and instructions provided with the product
  33. 33. Pricing • Chen one has set a skimming price technique to generate revenue. • Its market consists of people who demands best quality and trendy lifestyle and have the buying power to pay more for its products • They also carry out research on competitor’s price and brand loyalty when it feels extreme necessity of changing price.
  34. 34. Place • Chen one using indirect channel of supply. • Chen one extends its outlets all over the Pakistan and worldwide. • In worldwide they target the Middle East and Europe . Chen one is associated with honorable places. • President House • Prime Minister House • Royal Palm Golf & Country Club, Lahore. • governor House, Lahore • Serena Hotels • Pakistan Military Academy, Kakul
  35. 35. Promotion • The major channels of promotions in Pakistan are • Billboards • Newspapers • Fashion Magazines • Internationally it has its own fashion magazine • Marketing Budget: • 5% to 6% of their gross sales
  36. 36. Action Plan • It has different action plans for different seasons like winters, summers, Ramadan and Eid seasons. • It has sales discounts offers for off season products at the end of each season. • In winters it introduce new products and sell the off season products at discounted prices, vice versa is done for the other seasons.
  37. 37. Competitive Advantage • Brand Equity: They are different from their competitors with the help of : • R&D Investment • Skillful advertising • Excellent trade • Customer service
  38. 38. Competitors
  39. 39. Business fortfolio ChenOne place their products in three main categories; Home: In home category they have Furniture, Accessories and Bed linen. Garments: Garments have three categories • Men's wear • Kids wear • Ladies wear Prettyfit: Pretty Fit established a strong foothold as quality shoe retailers
  40. 40. BCG matrix
  41. 41. Product life cycle Their products always have a margin of growth in sale.
  42. 42. Marketing strategy They use marketing concept by using they consider the need and wants of their target market and provide them satisfaction better than competitors do. •Sales through Franchised Outlets •Direct marketing
  43. 43. Swot analysis • Strength Weakness • One store solution Target marketing niche • Superior quality high price • Distribution network static target market • Establish target market • Brand name • High emphasis on personalization • Strong word of mouth publicly • Strong management • Accessibility
  44. 44. Opportunities threat •International market direct/indirect competition •National market related/unrelated diversification •New segments international diversification •Discount political instability high inflation