Assignment about a retail store

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Discovering Marketing Essentials (DME)
Assignment Topic “Fashion House” – Traffic Moving at Snail Pace
Student Name M.K.N.S. Alwis
Reg. No. 0000028433
June 2017 Examination
Postgraduate Diploma in Marketing
Sri Lanka Institute of Marketing

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01. ASSIGNMENT CHECKLIST & DECLARATION FORM
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02. ASSIGNMENT MARKING SCHEME
Assignment Marking Scheme
June 2017
Subject Discovering Marketing Essentials (DME)
Student Registration Number 0000028433
Criteria
Marks
Allocated Awarded
Aligning to the purpose of the assignment 20
Some of the answer addresses to the purpose of the question 1-5
This has addressed the purpose of the assignment 6-10
Has addressed the purpose of the assignment coherently 11-15
This has addressed the purpose of assignment
comprehensively
16-20
Clarity of expression 20
An attempt to organize in a logical manner 1-5
Satisfactory showing of logical manner and organization 6-10
Shows higher level of Carefully and logically organized 11-15
Shows coherent structure with clearly expressed ideas 16-20
Using examples/evidences 20
Shows a little use of examples 1-5
Some use of examples. Some evaluation attempted 6-10
Some use of examples. Well evaluated 11-15
Shows appropriate examples are fully and reliably evaluated 16-20
Critical analysis of concepts, theories, conclusions 20
Demonstrates limited evidence of critical analysis 1-5
Demonstrates some critical analysis of relevant theory 6-10
Demonstrates application of theory through critical analysis 11-15
Demonstrates application of critical analysis well integrated 16-20
Following assignment guidelines 20
Limited follow-up of assignment guidelines 1-5
Some level of follow-up of assignment guidelines 6-10
Good display of adherence to assignment guidelines 11-15
Excellent adherence to assignment guidelines 16-20
Total
100
Special Remarks
Signature of the Examiner

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03. ASSISGNMENT
Postgraduate Diploma in
Marketing
Individual Assignment – June 2017
Discovering Marketing Essentials (DME)
Examination /Assignment Registration
Period
1st to 30th April 2017
Assignment Submission Period 22nd to 28th May 2017
Late Submission Period 29th to 31st May 2017
Assignment Acceptance time period Weekend and Weekday from 9.00am to 3.00pm
Presentation Date N/A
Email address to send soft copy dme.pgd@slim.lk
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Assignment Topic::
"Fashion House”
Traffic Moving at Snail Pace
CONTENT
It was the end of the second month in the New Year and Mr. Thilakawardana was not the happy of the
happiest people around the business community. He stood beside the window of his office on the fourth
floor of “fashion house” overlooking the highway’s evening traffic moving at snail pace and coming to a
stop at the colour lights. He wondered if his business is also going to be like this for the next couple of
months and he thought whether his business too would have to stop like the traffic does. The thought of it
made him go mad because he came to know just the other day that another clothes outlet by the name of
“bug fashion” is opening around the corner soon.
Mr. Thilakawardana glanced at the monthly sales figures given by his Sales Manager for the past 4 months
once more. The figures were not very impressive.
Month Gent’s
Garments
Lady’s
Garments
Children’s
Garments
Accessories Total
October ‘16 Rs.143,750 Rs.296,175 Rs.96,450 Rs.55,150 Rs.591,525
November ‘16 Rs.127,225 Rs.282,865 Rs.89,125 Rs.52,175 Rs.551,390
December ‘16 Rs.139,350 Rs.352,155 Rs.94,375 Rs.68,450 Rs.654,330
January ‘17 Rs.126,150 Rs.315,995 Rs.72,150 Rs.59,685 Rs.573,980
Fashion House at one time looked the most fashionable place to be, because they had a wide variety of
clothes to suit any fashion hungry person. His shopping complex has four floors.
The Ground floor contains the Cashier and check-out counters. There is room for four cashiers but most of
the time only two are in operation. The first floor consists of ladies garments catering to the 12 - 30 year
segment and the second floor is used for the 30 years and above segment. The third floor consists both
gents and children’s items. Items such as handbags, ladies perfumes etc. are mainly on the second floor.
Mr. Thilakawardana wanted to have a cafeteria on the fourth floor but has now given up this idea as a
result of the current drop in sales, which is his main problem. Fashion house is opened for 6 days of the
week and is closed on Sundays and on all Public Holidays.

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Mr. Thilakawardana always had a mission of “one stop-shop for all clothing requirements” with his main
objective been to satisfy the customer with fashionable, high quality clothing at a
reasonable price. Ever since, Fashion House was in operation, it has found sales to be highly seasonal. In
the months of March-April and November-December sales have always been on the high side.
Mr. Thilakawardana got his training from his father who operated a tailoring shop. After his father’s
retirement in 2000, Mr. Thilakawardana expanded his business in to a larger shopping complex with the
hope of catering to all segments. He had numerous friends in the garment industry who still supply clothes
to his shop. One thing he does not have to bother is the supply of clothes to the store, as the supply is
always at a constant.
But what worried him most this time, is the drastic drop in sales, for which Mr. Thilakawardana cannot
come to terms with. One thing for sure is that the demands for readymade garments are becoming more
cosmopolitan.
He came back to his seat and called one of his old buddies Newton, who was a research officer at Lanka
Research Company LTD and briefed him about this situation. Newton was a very close friend of his and it
was he who inspired. Mr. Thilakawardana to expand his business. He needed to fix his problem as soon as
possible as the Sinhala-Tamil New Year was around the corner and it was the ideal time to boost up his
sales. He did not want another drop in sales this year and didn’t want to lose any more customers to his
new competitor.
Three days later his friend Newton faxed him of his findings about Fashion House what the market had to
say about it.
TASK ONE
In your opinion list and briefly explain all relevant areas of the marketing environment Mr. Newton should
have considered in his facts to Mr. Thilakawardana.
Guideline Note 01
Students should briefly explain all the relevant areas of internal, micro and macro environmental factors
which have been considered by Mr. Newton.
TASK TWO
Propose an appropriate market segmentation strategy in order to boost sales for the upcoming season.
Guideline Note 02
Candidates are expected to propose an appropriate market segmentation strategies based on bases of
segmentation (geographic Demographic etc) to boost sales.
TASK THREE

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Suggest a suitable marketing mix strategy to address current sales decline based on the analysis done in
task one and also the information provided in the case study.
Guideline Note 03
Creating NPD arranging discounts or promoting the activities suggest suitable marketing mix strategies to
uplift the sales of the firm.
IMPORTANT:
Please refrain from copying-and-pasting information from the Internet or another source and make sure to
reference your work according to the Harvard referencing format.
Word Allocation for each task
Task Content Weightage
Task one 30%
Task two (500 words) 20%
Task three (750 words) 30%
Total 100%
Note: Please refer the given assignment marking scheme for marks allocation.

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04.TABLE OF CONTENTS
01. Assignment Checklist & Declaration Form.............................................................................02
02. Assignment Marking Scheme..................................................................................................03
03. Assignment ..............................................................................................................................04
04. Table of Contents.....................................................................................................................09
05. Executive Summary.................................................................................................................10
06. Introduction..............................................................................................................................11
06.1 The Company...................................................................................................................11
06.2 Market Insight..................................................................................................................11
07. Findings, Conclusion...............................................................................................................12
07.1 Marketing Environment in “Fashion House” ..................................................................12
07.2 Analysis of Strengths, Weaknesses, Opportunities and Threats......................................14
07.3 Segmentation Process carried out for “Fashion House”..................................................15
08. Recommendations....................................................................................................................17
08.1 Recommendation 01 – Identifying “FH” as a product & introducing a NPD Process....17
08.2 Recommendation 02 – Proposing a suitable marketing Mix Strategy.............................19
09. References................................................................................................................................23
10. Annexure..................................................................................................................................23

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05. EXCUTIVE SUMMARY
The purpose of this report is to advise appropriate suggestions to enhance sales of
“Fashion House” shopping complex.
Conducted by the information provided in the case study and analyzing the Marketing
Environment of “Fashion House”.
The results indicate the strengths, weaknesses, opportunities and threats in the
marketing environment of “Fashion House”. The report concludes an appropriate
market segmentation strategies to boost sales.
It is recommended that the marketing mix is the set of controllable, tactical marketing
tools that a company uses to produce a desired response from its target market. It
consists of everything that a company can do to influence demand for its products.

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06. INTRODUCTION
06.1 The Company
‘‘Fashion House - FH’’ is a large shopping complex started in 2010 by a young
entrepreneur Mr. Thilakawardana which after 6 years was handled by him as a
sole proprietorship. His main objective been to satisfy the customer with
fashionable, high quality clothing at a reasonable price with a mission of “one
stop-shop for all clothing requirements”. The revenue earned for the year and
the market share has shown a growth over the time period of 5 years (2010-
2015). There is drastic drop in sales for the past 4 months.
Chart 01: Sales Analysis of “FH”
06.2 Market Insight
The apparel industry represents Sri Lanka’s number one export and it has also
shown an increase of revenue by 38% over a time span of 3 years. As at the late
2000 (Decade) the apparel industry contributes 39% to the production and
represents 43% of the country’s exports. [2]
Today, Sri Lanka stands strong as one of the premier fashion and apparel
outsourcing hubs in the world, possessing a wealth of long established culture
which represents ethical entrepreneurship and sustainability.
-
100,000.00
200,000.00
300,000.00
400,000.00
500,000.00
600,000.00
700,000.00
Gent's
Garments
Ladies
Garments
Childeren's
Garments
Accessories Total
Sales Analysis (Oct-16 to Jan-17)
Oct-16 Nov-16 Dec-16 Jan-17

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07. FINDINGS & CONCLUSION
07.1 Marketing Environment in “Fashion House”
Following table shows the all relevant areas of the marketing environment in
“FH”
Table 01: Marketing Environment in “FH”
Factor Impact on “FH”
MacroEnvironment
Demographic
a) Upcoming new year season – This would
create greater exclusive merchandise,
assortment, lower price, higher advertising
budgets & more sales promotions
b) The end of the conflict which lasted for 26
years (1983-2009) – This would lead to a
growth of population in the cities and thus
create a higher demand
c) Located near the highway where has heavy
traffic congestion – This would lead to
expanding the parking facility
d) VAT increased from 11% to 15% in
November, 2016[1] – This would make price
changings, suppliers margin negotiations
e) Central Bank raised policy interest rates
tightening the monetary policy [1] –
Financing Cost (FC) will increase with the
garment cost and it will affect to the MRP.
Therefore prices will increase
f) The number employed increased by 1.5% in
2016[1] – This would create a better pool of
consumers who wish to purchase clothes for
office wear and other due to the availability
of income
g) Every 100 people in Sri Lanka owns 135.7
mobile phones, 12 fixed lines and 23.2
internet by the end of the year 2016[1] –
“Fashion House” should plan on stepping on
to a technological platform this growth
would improve the product exposure
Economic
Political & Legal
Social & Cultural
Technological

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Factor Impact on “FH”
MicroEnvironment
Suppliers
h) Supply is always at a constant - This will
promote the supply of raw materials and in
turn enable more production with a greater
margin
i) “Bug Fashion” is opening soon – “FH” must
provide greater customer value and
satisfaction than “Bug Fashion” and also
must gain strategic advantage by positioning
FHs’ offerings strongly against “Bug
Fashion”
j) Catering Children, Men, Women &
Accessories – Need to focus on more areas
without centration on gender. Such as newly
wedded, parental, elderly & household
goods
Marketing
Intermediaries
Public
Competitors
Customers
InternalEnvironment
Mission and
Objectives
k) Mission & Objective – This defines the
general nature of the target segments and
retail formats on which the firm will focus
l) No. of days of “FH” opened – Need to open
on Sundays and other public holidays (Ask
staff to work on a roster basis)
m) Even though there is a room for 4 cashiers
only 2 are in operation – Need to focus on
recruiting committed, knowledgeable staff
to cater customers satisfaction
n) Drastic drop in sales – Need to analyze
strengths and weaknesses in the financial
resources and other factors
Organization
Structure
Broad Strategies &
Policies
Value System
Human Resources
Financial Resources
Physical Resources

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07.2 Analysis of Strengths, Weaknesses, Opportunities and Threats
Following table shows the analysis of all the strengths, weaknesses,
opportunities and threats carried out for “FH” shopping complex according to
above discussed Marketing Environment in Table 01.
Table 03: Analysis of Strengths, Weaknesses, Opportunities & Threats
Strengths (Internal) Weaknesses (Internal)
Opportunities (External) Threats (External)
l)
m)
n)
h)
j)
k)
a)
b)
f)
g)
c)
d)
e)
i)

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07.3 Segmentation Process carried out for “Fashion House”
Following table shows the segmentation process carried out for “FH” shopping
complex
Table 02: Segmentation Analysis of “FH”
Variable Analysis
GEOGRAPHIC SEGMENTATION
Create a separate area for new year
traditional clothes, such as sarongs,
traditional village skirt & blouse kits,
national dress, lama sariya, etc.
“FH” can sell a variety of product
categories appealing to different
demographics to identify which
areas comprise of most of the
customers and this will benefit
the delivery process as well.
Segment market to promote seasonal
goods to consumers who need them
Distributes discount coupons in certain
regions, crowded places where people
gathering.
Launch a website for online shopping
Launching an information center inside the
“FH” to collect consumer details &
suggestions
DEMOGRAPHIC SEGMENTATION
Gender – Male, Female
Promote a new dress line offering
to women customers, while
promoting a new tie line to the
men
Occupation – Working Class, Students,
Housewives
Separate an area for office wears,
clothing for school uniforms,
ready-made school uniforms
Nationality – Sri Lankan, Foreign
Create areas for international
brands
Race & Ethnicity – Buddhists, Christians,
Hindus, Malays, Muslims
Separate areas for each religions
according to their customs &
rituals with a ‘Halal’ food area for
Muslim customers in cafeteria
Age – Children – Below 13 years
Teenager – 13-19 years
Adult – 20-50 years
Matured adult – Above 50
Segmenting “FH” by age often
involves diversifying pricing and
color options, and adjusting
features to fit the anticipated
needs and expectations of each
age group

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Monthly Income – 25,000 – 50,000
50,000 – 75,000
75,000 and above
Arrange premium products such
as high-end women’s clothing
usually appeal to women with
higher incomes. Conversely,
people with comparatively lower
incomes are more sensitive to
price and, therefore, arrange
discount products to purchase
Family Life Cycles
 Single
 Married
o With Children
o Without Children
Targeting unmarried women with
"right-hand" rings, which are
often worn as a signal of
independence while targeting
married customers & couples
with promotions for anniversary
bands, anniversary hampers,
couple t-shirts, couple
accessories, etc.
PSYCHOGRAPHIC SEGMENTATION
Allow staff to use their enthusiasm and
knowledge to tailor the up-sell to the
customer
Adding psychographics to typical
demographic data will
significantly improve the
effectiveness of FHs’ marketing
and sales efforts
Use of social media such as Instagram,
Facebook, Twitter, snap chat, foursquare
Uses a variety of advertisements to deliver
the same marketing messages to audience
through television, radio, magazine or
newspaper
Examine “FH”s’ value proposition and
enhance better quality, service or other
factors that are immensely important to
customers
Explore and map the overall shopping
experience
BEHAVIORAL SEGMENTATION
Seasonality and frequency of purchases Consider an integrated approach
that uses both analytics and
research to help uncover the
needs and attitudes of “FH”
customers
Basket size of each transaction
Categories in which customers purchase
Discount vs. full price shoppers
Margin per customer

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08.RECOMMENDATIONS
08.1 Recommendation 01 – Identifying “Fashion House” as a product and
introducing a NPD process
This will build up the image of the “FH” by attractively and successfully. Mr.
Thilakawardana with his team must get organized and promote the “FH” as
the new product. “FH” shopping complex already has a consistent position in
the market where it is known for its high quality products and trendy,
fashionable customer experiences offered on a reasonable price. Therefore this
will continue even after the introduction of the new product line.
Chart 02: NPD Process of “FH”
P.T.O
Idea Generation
Using above details which are mentioned in 07.1 &
07.2 derive new ideas from internal sources
(employees, managers, etc.), external sources
(customers, competitors, distributors & suppliers), and
from implementing formal R&Ds of “FH”
Screen above selected ideas into Strengths (Internal),
Weaknesses (Internal), Opportunities (External) &
Threats (External)
Idea Screening
Once the above results conform to HSs’ objectives, can
move on to the development stage, which is made up
of activities that range from prototype development to
volume ramp up and test marketingConcept Development
& Testing
This analysis links all the strengths, weaknesses,
opportunities and threats and generates suitable strategic
options to deal with each environment. However the
environment is dynamic and “FH” have no control
whatsoever over such factors therefore strategies developed
here may have to be changed based on the situation
Marketing Strategy
Development

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Chart 02: Continues…
Business Analysis
A review of the sales, costs and profit projections for
above identified details to find out whether these
factors satisfy the FHs’ objectives
Product Development
Developing the above concepts into a physical state to
ensure that this idea can be turned into a workable
market offering
This is the stage at which “FH” and its proposed
marketing program (targeting and positioning strategy,
advertising, pricing, branding and VM) are introduced
into realistic market settings. The purpose of this stage is
to provide final and total validation of the entire projectTest Marketing
This framework proposes that to achieve success,
“FH” should have a clear and well communicated new
product strategy, should have well defined arenas
along with long term trust, with clear goals and
dedication towards the voice of the customer.Commercialization

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Brand Mix
Give variety,
excitement,
reliability &
exclusivity
Use the multi
brand shop
concept to
help in
fashion and
accessories
F&B must be
of the same
level as all
the other
products in
the "FH"
Entertainment
must take
care of the
customers
habits and
needs
F&B must be quality
without compromise
from ingredients to
serve in a great variety
Introduce multi
brands walking
through areas,
online shopping
& 360 services
Go towards a more
realistic division of the
surface where different
kind of brands are in a
primary location too.
Maintain a well
balanced mix between
new & existing brands
Create a story for
each brand and a
space that give the
feeling of exclusivity,
handicraft & newness
08.2 Recommendation 02 – Proposing a suitable Marketing Mix Strategy
The marketing mix variables are key decision making factors for any
organization. It is important for an organization to consider these factors in
order be more profitable and successful. Therefore I hereby proposed
following activities to uplift the sales of the firm.
Activity 01 – Brand Mix
Following chart shows a suitable brand mix for “FH”
Chart 03: Suitable Brand Mix for “FH”

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Men Kids Home-ware
New Arrivals New Arrivals New Arrivals
T-shirts Boys’ Clothing Table linen & Napkins
Shirts Girls’ Clothing Bath Linen
Pants Toys & Games
Shorts Accessories Candles
Office-wear Footwear Candle Stands
Accessories Gifts Vases
Cufflinks & Tie Pins Gifts Wrapping Bake-ware
Ties Gift Cards Barware
Headwear Gift Bags Living Room Items
Wallets Exclusive Gifts Dining Room Items
Sunglasses Gift Vouchers Bathroom Items
Belts Ladies Kitchen Items
Bracelets New Arrivals Made in Sri Lanka
Footwear Dresses Unisex T-Shirts
Sports Items Tops Women’s T-shirts
Sportswear T-shirts Men’s T-shirts
Winter-ware Vests, Skinnies & Petticoats Boys’ Clothing
Made in Sri Lanka Jeans Accessories
Cafeteria Trousers, Leggings Hats & Caps
New Year Hampers Shorts Home-ware
Christmas Hampers Office-wear Exotic Products
Exotic Products Lingerie Health Care
Sweets Nightwear Mugs
Cakes & Cupcakes Swim, beachwear Fridge Magnets
Food Accessories Sportswear Key Tags
Drinks Winter-wear Picture Frames
Fittings Accessories Stationery
Necklaces & Sets Sunglasses Jewellery
Rings Bangles Jewellery Boxes
Earrings Necklaces
Bangles & Cuffs Bags
Bracelets & Anklets Hats & Caps
Watches Belts
Flip Flops Jewellery
Hair Accessories Footwear
Shawls Shawls
Bags & Belts Made in Sri Lanka
Trinkets Private Labels of “FH”
Activity 02 – Product Mix
Rearrange the product mix & VM of “FH” as following Table
Table 03: Suitable Product Mix for “FH”

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Activity 03 – All around Service
Following chart demonstrate an appropriate service process to enhance
customer satisfaction.
Chart 04: Appropriate Service Mix for “FH”

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Activity 03 – Packaging & Labeling
Following chart shows an Innovative Packaging Solutions
Chart 05: Innovative Packaging Solutions
Packing a brand message with your
product - packaging cleverly
reflects products' brand message, at
the same time as offering the
company a cost-effective packaging
solution
Packaging as customer experience -
Takes the customer through a guided
process to get at the product, with
marked tabs, magnets and doors
revealing the product dramatically
and attractively
Packaging as in-store experience -
When a customer makes a purchase,
a staff member wraps products at
the cash till, either using paper or a
premium option of a vintage
headscarf wrap for gifts
To avoid postage problems - Using
a specially designed flat-pack box
that protect the product when
delivering
ECO packaging - packaging echoes
the vision of environmental
sustainability, using 100% recycled
papers
Part of the product - Clever
packaging can add value to the
product it’s protecting. Brands are
increasingly looking for ways to
save money on packaging by making
it a part of the product itself

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Activity 04 – Using Promotions to Increase Sales
 Refer below mentioned promotional ideas to increase sales
 Price promotions by offering discounts, seasonal & special offers
 Sample promotions give something away for free or as a trial
 Issuing coupons to targeted groups
 Money Refunds
 Price packs
 Premium goods offer free or low cost as an incentive to buy a
product
 Advertising specialties
 Rewarding customers by cash or other rewards for the use of a
certain products
 Display & demonstrate that take place at the point of sale
 Arrange Drawings, Contests
 Presents customers with something every time they buy
09. REFERENCES
[1] – Central Bank Annual Report 2016
[2] – Wikipedia
Other References – Principles of Marketing (15th
Edn),
Kotler, P. & Armstrong, G.
10. ANNEXURE
Student Name – M.K.N.S. Alwis
Reg. No. – 0000028433
Batch – June 2017 – Weekend
Email – nipunialwis@gmail.com
Subject – Discovering Marketing Essentials (DME)
Lecturer – Mr. Mahesh Weerathunga
No. of Words – 1683 (excluding title heads & required documents)