HEAVENLY BOUTIQUE

NEW BUSINESS VENTURE

ENTREPRENEURSHIP

SUBMITTED TO:MISS UZMA RASOOL KHAN

DATED: 24 OCT, 2011

CHAMELEONAROOBA AZAM

BEENISH KABIR

DOULAT MALIK

HIRA SHAHID KHAN

SAHAR KHAN

SAMREEN LODHI

SHAHZADI NEELOFAR

INDEXIntroductionExecutive Summary:SloganVisionMission statementMulti dimensional business operationNature of businessBackground of H.BStrategic ObjectiveProductStrengths and Core CompetenciesMarket TrendMarketing StrategyValue PropositionMarketing MixSupply Chain ManagementFinancial Summary of H.BCONCLUSION

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 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:

Profitable Customer Relationship

Market Segmentation

Target MarketMarket Positioning

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:

Product

Price

Promotion

Place

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.