New business venture

CHAMELEON
AROOBA AZAM
BEENISH KABIR
DOULAT MALIK
HIRA SHAHID KHAN
NEW BUSINESS VENTURE
SAHAR KHAN
ENTREPRENEURSHIP
SAMREEN LODHI
SHAHZADI NEELOFAR

SUBMITTED TO:
MISS UZMA RASOOL KHAN
DATED: 24 OCT, 2011

INDEX
Introduction
Executive Summary:
Slogan
Vision
Mission statement
Multi dimensional business operation
Nature of business
Background of H.B
Strategic Objective
Product
Strengths and Core Competencies
Market Trend
Marketing Strategy
Value Proposition
Marketing Mix
Supply Chain Management
Financial Summary of H.B
CONCLUSION

Introduction:
Heavenly Boutique is a totally unique idea for the people. Normally boutique has
a display center with one or two tellers who adjust the dress with respect to
fitting,…..but we introduce the boutique like a local garment factory, where you
choose the cloth then select the design, with the help of machinery or blocks (as
per your choice) your favorite design print on it then on computer you choose
the style of your shirt then by interfacing cutting machine or sometime with the
help of cutting master, cut the cloths then sewing and stitching it, in a very short
time.

This work will do in four stages, but all stages are at your eye range .If you feel
any type of error in any stage, stop it and correct it, which is possible any other
ordinary boutique. There is difference between heavenly boutique and
others……….

Executive Summary:
Heavenly Boutique is a retail store for women’s wear with good quality and
latest trend owned by all group members.This business will cater to the need
of women’s age from 15 to all.Location of business is assume an actual
location.

The targets of audiences of the business are:

Age population

15 to 29 years 228,522

30 to 60 years 322,012

Total 55053

Slogan:
“Your skin according to your wish in a pocket time”.

Vision:
“To be a distinguished women’s wear retailer known worldwide for the
quality of products, sitting new trends and life styles”.

Mission statement:
“To offer continuous value added products to our customers”.

To accomplish this, we focus on exceptional design, innovation, quality,
conveniences and interactive communication.

Multi dimensional business operation:
The business is operated in two dimensions.

The first one is retailing which is of no different than any
other retailing activities.
The second dimension is the strength of our business or in
more formal business language our competitive advantages,
it is related to designing and manufacturing according to
wish in a short time. We provide customer to choose the
material or fabric of the cloth (cotton, satin, yarn, silk), the
print, the stone, the cutes the color etc. Everything from top
to bottom is of customer choice and expert advice is given
but with respect of the customer desires.

Nature of business:
The business is manufacturing in nature .it is a product-oriented business. The
product is the outfits made and designed heavenly boutique.

Background of H.B’s:
As this is a new business, the concept was developed that all activities perform
according your wish in a your pocket time, in a past boutique used only for
display center, cutting, sewing, and designing were performed in the factory,
which was hidden from the purchaser therefore we replace the old concept.

Profit –Making Point:
Profitability is the result of having the right product at the right time in the right
place for the right people at the right price in a pocket time. Heavenly boutique
Completely stood for the definition given for profitability and complete satisfy
this definition by providing a product that was never presented in the market
before, the reason that this concept was liked by customer was because now
customer have a little knowledge of fashion, they know what they want and how
they want, we just polish and deliver what they wanted exactly as per
requirement. We hit those place that are filled with crowed of people so, we
approach masses easily .The price are set according to the demand of
customers. High demand causes high amount of money but we didn’t forget our
middle income customer heavenly boutique is a place where there is a thing for
everyone and every one can what the wish for.

Strategic Objective of business:
A strategic objective is a goal that a business plan to achieve in long term .the
strategic objective of H.B can be grouped in the following areas that it hope to
improve .These areas includes increasing revenue, improving efficiency,
perform better than competitors, using technology to improve business
operations, improving customer relations, enhancing the product the business
sells and finally having a loin share of the market.

Product of H.B’s:
Basically, the outfits are the final product that are created and designed by
professionals but with totally bit of help from its customers as we believe that
effective participation are essential elements that will
contribute to a large extent because it will give a spice of
individuality, as it is present in the personality of each
individual. In this way the particular outfit wore by any
individual will bring her personality,
this is the basic idea behind the
product of H.B .we provide customer to choose the
material or fabric of the cloth (cotton, satin, yarn, silk) the
print, the embroidery, the stone, the cuts and the color
from our color design file etc. Everything from top to
bottom is of customer choice and expert advice is given but with respect of our
customer desires.

Strengths and Core Competencies:
The foundation parameters on which we ensure the excellence of our garments
are:

Material
Cut
Design Conformation
Embroidery
Stitching
Stability
Finishing
Color fastness

Market Trend:
From 1995 to 2005 break decided to women’s wear in and malls more than
twice.Nationalized brands began producing small-sized visions of the teenager,
working class and mature line s and invested a lot in expending their infant and
middle age women outfit’s brands.

Market demand:
Shifting demographics made the women’s and infant wear business look
attractive to new entrants and, therefore, the market tremendously competitive.
Big retail chains began to penetrate the market. Sales continuous to grow.
Fueling this growth was a climb in the birth rates in the late 1980s and the early
1990s, which amplified demand for infants and women’s wear.

Market Opportunities:
Market is growing with a rapid rate so it’s a great opportunity to enter in
the market where demand is increasing drastically.
Satisfactory time, satisfactory hope, satisfactory approach.
Country is growing through recessionary period so parents are on tight
budget, which is a great opportunity for our business to offer discounts
and low pricing packaging to attract our consumer.
This business has conventionally been highly seasonal, as with other
clothing business, so spring is on the way, this is also season for
weddings and women’s wear has some gorgeous dresses and suits for
wedding parties.

Marketing Strategy:
The marketing logic by which the business unit hope to achieve its marketing
objectives. The marketing strategy of H.B is focused to create profitable
customer relationship by focusing on marketing segmentation, target market
and market positioning, they are as follow:

Market Segmentation:
The market consist of many types of customers needs for that it is important to
determine which segment offer the best opportunity for achieving the objective
of H.B , so, customer can be grouped and served in various ways based on
geographic, psychographic and behavioral factors. The process of dividing a
market into distinct group of buyer with different needs and characteristics are
called market segmentation. In the market of outfits, for example customer who
want the most expensive embroidery with heavy stone work with a unique style
and color regardless of price make up one market segment. Customers who
care mainly about price of outfits make up one market segment.

Target Market:
H.B’s target market comprises mainly of the elite class but according to our
research upper class only consist of 8 percent of the total. We have also
targeted the upper-middle and middle class as they together make a good
percentage of the total customers in the market today. Now going in deep, our
target market starts with teenagers, working class and middle aged women’s.

Market
Segmentation

Profitable
Customer
Relationship
Market Target
Positioning Market

Market Positioning:
Market positioning is arranging for a product to occupy a clear, distinctive and
desirable place relative to competing products in the mind of target customers
for this H.B has a very unique concept that will differentiate it from its
competitors in the mind of target customers. As this was never practice before
to involve customers during their design and manufacturing phase, providing
them minute detail of their outfit till they are transferred to customers and final
product.

Value Proposition:

Our core value position is that we will add value to our product by providing
matchless women’s wear with extensive range of color and different size in
comfortable and durable fabric with easy mode of cash transaction at
comparatively low prices.

Branding:
We position ourselves as a brand, which gives at quality products at fairly low
prices with extensive range of vibrant colors and continuous value addition to
our products with innovative ideas in design in printing.

Marketing Objective:
Image ourselves as a brand with competitive edge
To offer continuous value added products to our customers.
To achieve our financial target.
Set a bench mark in a industry as a cost leader through minimization of
waste and improve performance.

Strategy:
Meet the demand of market and supply demanded goods on time with out
any barrier or hurdle.
Offer excellent product and low price.
Make products according to the needs of the customer.
Give good hassle-free ambiance for shopping, which help the business
and give edge over rivals.
Develop a women-friendly environment and decoration, which will attract
women’s to bring their teenager in the store and shop with comfort.

Marketing Mix:

Guided by marketing strategy, the set of controllable tactical marketing tools
that H.B blend to produce the response it wants in the target market. A
marketing mix made up of factors under its control—product, price, place and
promotion.

Product:

We present an extensive range of women’s wear that are
manufactured using different fabric such as
cotton, silk, wool, yarn and others available
in wide range gorgeous, colors, design and
print these, apparels and designed keeping
in mind the most-up-to date fashion trends.

The different age groups, our variety of women’s wear is offered in different
sizes and is tremendously comfortable to wear.

Variety:

H.B’s Completely agrees with one of the golden principles of life that ―variety is
the spice of life‖, keeping this statement in mind H.B provide a
wide range of variety to entertain its maximum customers, the
customer now have variety to choose what they really want in
their outfits. In this way we try to satisfy the needs and wants
of our customer as they are the most important entity to our
business.

Quality:

H.B’s does not compromise on quality as it is one of our competitive
advantages that differentiate us from our competitors. We strongly believe
that if quality is great than customer will always prefer us keeping other
factors constant. We are focused to develop long term
relations with our customers so, no compromise on
quality.

Design:

Our designs get inspiration from our customers want. As they
all desire to look more beautiful when they ware H.B design so
making that moment so especial we design our outfits and
every design describes the personality of that particular
individual who owns it. It’s our job to create a
touch of uniqueness for each individual
customer.

Brand Name:

To establish the name of brand is one of the difficult tasks at the same time a
very important task too. Ones brand name is recognized by customer it adds
value to the business to a large extent and H.B’s is determined to be a fashion
fiesta on the fashion industry.

Dyeing:
Dyeing is the process by which physical or
chemical changes are produced into textile
substrate so, that the reflection of light appears
color. The substances which are responsible for
this phenomenon are called dye staff.

Example of Yarns dyeing

Printing:
Printing is a localised form of dyeing, applying colorant to selected areas of the fabric
to build up the design.

simple printing dress Block printing dress

Embroidery:
Embroidery is the art of handicraft of decorating fabric or other
materials with needle and threats or yarn .Embroidery may also in
corporate other materials such as metal strips, pearls, quills, beads,

and sequins. A characteristic of embroidery is that
the basic techniques or stitches of the earliest work
chain stitch, running stitch and cross stitch remain
the fundamental techniques of hands embroidery
today.

Stitching:

A stitch is the single loop of thread brought in-and-out of the
fabric in a particular way. A verity of stitches n are used for
specific purposes, named according to
the position of needle and direction of
swing.

Sequin embroidery machine Embroidery machine Embroidery sewing
machine

Finishing:
The term finishing includes all the mechanical and chemical processes
employed commercially improved the acceptability of the product, except those
procedures directly concerned with clothing. The objective of the various
finishing processes is to make fabric from the loom or kitting frame more
acceptable to the consumer .Finishing process includes preparatory treatment
such as bleaching prior to dyeing, treatment such as glazing ,to enhance
appearance and sizing ,affecting touch and treatment adding properties to
enhance performance such as preshrinking.

Price:

The price range of H.B outfits’ starts from Rs 3000,4500 and goes to a level of Rs
15600, a price range for one segment of market and for other segment in which
customers are willing to pay high price as per their outfits demand than the
price varies and it is set accordingly. Another area that need to be focused is the
price of competitors outfits like of Maria .B and Nagris Hafees, their price range
must be kept in mind while setting price strategy.

Place:

It is important to choose those places where our target market is present
commonly so that they can easily approach us. As our target market comprises
of elite, upper-middle and middle class, we chose Zamzama and Tariq road. The
location of zamzama outlet is on zamzama boulevard plot 4B, 7th commercial
lane phase 5 D.H.A and one outlet at Tariq road Dolmen mall shop number 28, 1st
floor Karachi.

Promotion:

Promotion consists of those activities that communicates the characteristics of
product and persuade target customers to buy it. The advertising activities
includes print media (Dawn and Jang) that publishes our advertisement and also
we use electronic media, billboard holdings at zamzama, Clifton, Tariq road and
shahr-e-faisal to attract and inform customers about the outlets and the designs.
Another very inexpensive means of advertisement is used which is word of
mouth advertisement in social lobbies.

Supply Chain Management:

Competitors:

To run successfully, business must provide greater customer value and
satisfaction to its customers than its competitors do. Currently D’s Art have to
competitors in the market namely Nagris Hafees and Maria. B. These two brands
are old players but they are really good in their work but indeed we can not
underestimate the new player who comes with new rules of the game so
everyone have to watch their back because everyone want to capture large
share of market and it will only come from satisfying customers wants.

Financial Summary of H.B:

Required area : between 1000 to 1200 yards

(Price varies with respect to location)

Printing machine : 80,000 to 90,000

Printing blocks : 50,000 to 60,000

Computers (with graphic software) : 0.3 millions

Cutting machine : 80,000 to 90,000

Sewing machine : 70 to 80,000

Stitching machine : 40 to 80,000

Packing machine : 30 to 40,000

Conclusion:

Heavenly Boutique is a fashion house which is based on sole proprietorship. It is
a product oriented business in nature. It is operating a multidimensional
business. The first dimension comprises of retailing and the second dimension is
of manufacturing and designing with customer’s involvement, a unique concept,
the second dimension is also known as the competitive advantage of H.B.
Profitability is the result of having the right product at the right time in the right
place for the right people at the right price. A unique profit making point is that
the product concept was never presented in the market before, the reason that
this concept was liked by customer was because now customers have a little
knowledge of fashion, they know what they want and how they want, and we just
polish and deliver what the wanted exactly as per their requirement.

Strategies objective are the long term plans, the strategic objective of H.B can
be grouped in the following areas that it hopes to improve. These areas include
increasing revenue, improving efficiency, performing better than the
competitors, using technology to improve business operations, improving
customer relations, enhancing the product the business sells and finally having
a lion share of the market. After strategic, tactical objective (short term plans to
achieve long term plans) H.B tactical objectives include a value that can be
measured, the method used to measure the results and reasonable time period
in which the objective should be achieved. Marketing strategies involves market
segmentation, which segments offer the best opportunity for achieving the
objective. H.B segmented market in to customer who wants the most expensive
embroidery with heavy stone work with a unique style and color regardless of
price make up one market segment. Customers who care mainly about price of
outfits make up another segment of the market. Target market involved elite,
upper-middle and middle class. Going in deep, our target market starts with
teenagers, working class and middle aged women’s. The marketing mix involved
product, H.B creates a fine product (outfits) that is a unique combination of
design, fabric, color, embroidery, stone work, cuts and other related items that

make or complete an outfit. In product we also focuses on variety, design and
quality. Place or location of outlets where our target market is present, on
Zamzama boulevard plot 4B, 7th commercial lane phase 5 D.H.A and one outlet
at Tariq road Dolmen mall shop number 28, 1st floor Karachi. Price range of H.B
outfits’ starts from Rs 3000,4500 and goes to a level of Rs 15600, a price range
for one segment of market and for other segment in which customers are willing
to pay high price as per their outfits demand than the price varies and it is set
accordingly. Promotion involve the advertising activities includes print media
(Dawn and Jang) that publishes our advertising and also we use electronic
media, billboard holdings at Zamzama, Clifton, Tariq road and shah-e-faisal.
Currently H.B have to competitors in the market namely Nagris Hafees and
Maria. B. H.B is a place where there is a thing for everyone and everyone can
have what they wish for.

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