EXECUTIVE SUMMARY

Manish Malhotra is an international dress designer. The outlet of Manish Malhotra will be launched in January 2008. The brand has good financial resources and strong awareness. The brand will come in market, opening one outlet at MM Alam road. We are opening just one outlet because it needs heavy investment in the beginning. As it is a new product in the existing market so we will be facing strong competition in the market. Our objective is to gain 10% market share before the end of this year. We are trying to make our brand stronger as Hang ten and Lajwanti in the market. In order to compete with them, we will heavily advertise our products. The target market of our brand is an elite class because our product is expensive. Manish Malhotra’s brand has an edge over others because he designs dresses for most of the famous bollywood celebrities. People consider Manish Malhotra as a trend setter and eagerly wear his designed outfits. The brand can boost up the sales by good advertisement media and also by providing good quality to maintain its brand uniformity among the users. We will be also increasing our sales by providing online purchases of MM outlet dresses on the internet to facilitate the customers.

TABLE OF CONTENT

1. Background Of The Company 4-5

2. Research Analysis 6-11

3. Objectives Of Planned Product 12

4. SWOT Analysis 13-15

5. BCG Matrix 16-18

6. Core competency 19

7. Product/Market Expansion Grid 20

8. Porters Five Forces Model 21-23

9. Marketing Strategy 24-25

10. Budget 26

11. Projected Market Share 27

12. Target Market 27

13. Projected Profit Margin 28

14. Positioning 28

15. 4Ps 29-31

16. Advertisement 32-33

17. Action Plans 34

18. Control Measures 35

19. Market Segmentation 36-39

20. Stores Location Other Than In Pakistan 40

21. References 41

BACKGROUND OF THE COMPANY

Introduction:

Manish Malhotra is an Indian Fashion Designer and the pride of India. He is the most famous designer in Indian Fashion Industry as well as in Film Industry. Everyone is interested in his collections as he has a quality of providing fresh designs every time. Everybody knows what’s in is fashion, what models wear on the ramp is fashion and what fashion magazines publish is fashion but fashion differs according to every individual.

His style reflects itself in soft colours and fabrics. He favours pale, ice-creamy neutrals, lilacs and lemons for hot, sultry summers. He avoids gold and lily sarvoski as it gives a nice shimmer look. According to him

“Style is a timeless classic. Style is how you are as a person, how you carry yourself, how you deal with people. Poise is style. Good colour sense is style.”

“If Eric Fromm believed that creativity requires the courage to let go of certainties, the Indian designer Manish Malhotra did just that”

Brief History:

There was no one in the family of Manish Malhotra who was known to the fashion or was close to this field still Manish was attracted towards this creative field. While studying at Elphinstone College in Mumbai, Manish Malhotra took up a few small-modeling assignments. He is used to love fashion even when he was a kid.

We always see the success of Manish Malhotra as the most demanded fashion designer but he started his career by joining Equinox, a boutique in Bandra and learnt on the job, throwing himself into all aspects of design, display, sales, customer services and workshop liaison. He is used to take care of every aspect whether it is attending the client, shopping for fabric or even dressing the model.

Manish gets inspiration from every shade of life i.e. magazines, Social parties, Movies, traveling, anything. ”JUST ANYTHING”

Significant Brand:

As we described earlier that everyone is familiar with Manish Malhotra name and his work. When his name comes the first thing click in people’s mind is fashion. Pakistanis are great fond of Bollywood trends and fashions and Manish Malhotra is, no doubt, a trend setter.

Manish Malhotra - Fashion designer has a vision; he has a forecast he knows what people will like after this trend and hence he is the best.

• We all can remember many such trends which become a rage after Manish designed them one of them is embroidered jeans.

• Because of his work for all ages of generation, lives of many senior aged women changed. They started thinking trend has been made for them and given them totally new and unique look of simplicity.

• Weddings, hi society parties and festive gatherings has become the hallmark of Manish Malhotra. Hats off to the designers like Manish Malhotra.

• There was a new avatar of sarees by the designer Manish Malhotra and become the trend.

• He brought a trend of designing the look of an entire film rather than just the costumes.

"Manish Malhotra has not only become the top designer for Hindi films but also created outfits for international celebrities like Jean Claude Van Damme, Michael Jackson and Sharon Stone. Recently, he showcased his latest collection at an awards function in New York," says Savita Sen, a new entrant to the modeling world, adding, "Manish was invited to create an exclusive design for Van Damme. The result was a black kurta with resham embroidery and a black shawl with antique borders."

Van Damme was so enchanted with this outfit that he is now permanently a fan of India and her textile and crafts treasure.

Manish also designed a kurta for Michael Jackson when he received the prestigious Humanitarian Award. More recently, Manish designed an ensemble for Lady Andrew Lloyd Weber, the wife of the producer of Bombay Dreams, for wearing at the premiere of the show in London. Of course, he is the preferred designer for top Hindi film stars and socialites too."

RESEARCH

We conducted a research regarding our product MM Outlet. The results of which are given as follows:

• 45.8% of people prefer Hang Ten, 16.66% of people said that they like Chen One where as 8.33% of people said that they will go with Maria B or Junaid Jumshaid where as 20.83% of people prefer Lajwanti .

• We conducted a research to know about the place people visit often to shop ,as a result we got 54% of people said that the visit MM Alam Road secondly 37.5% of people prefer to visit Liberty & 8.33% of people prefer Defence.

• Our question was that from which media you are inspired of fashion, 54.44% of people said through Magazines but 45.8% said through TV Channels.

• 75% of people prefer to buy Indian designers dresses where as 25% of people said that they simply buy from the retailers.

• Our last question was that how often they buy designers cloths 83.03% of people said that they buy designers cloths occasionally where as 16.66% said they buy it regularly.

Analysis:

Our conducted research shows that if we launch MM in the local market then it would become popular and will be purchased and appreciated by many. Our product targets only the class that can afford it so according to the results of our research it is feasible for us to introduce our product in Pakistan.

OBJECTIVES OF PLANNED PRODUCT

SWOT ANALYSIS

STRENGTH

WEAKNESS

OPPORTUNITIES

THREATS

Strengths:

o different from competitors

o innovative

o unique

The brand name “Manish Malhotra” is very popular in India. People are well aware of this brand and that is why it is our strength to launch the MM (Manish Malhotra) outlet in Pakistan.

Almost each and every star in India wears the clothes designed by Manish Malhotra such as Kareena Kapoor, Sharukh Khan and many more. As u know that the bollywood stars are trend setters so people follow the trends set by the stars. Not only stars but also other people, who can afford, also preferred to get their clothes designed by Manish Malhotra.

Weaknesses:

Many people cannot afford to buy the clothes designed by Manish Malhotra because our price range is Rs.10,000 to onward. This could be harmful for the business.

Opportunities:

Our youth is too much intruding in fashion that the trend towards doing fashion designing courses is becoming very much popular. Young people, who are interested in fashion designing and there are no proper institution of fashion designing in Pakistan, can take guidance from “Manish Institute of Fashion Designing” which will be developed later on in Lahore. This institute will create an opportunity for those who are interested in fashion designing. It will become an inspiration of thousands of students pursuing the course of fashion designing and for those who want to make their name in this creative field of fashion and glamour.

Threats:

The biggest threat of Manish is pressure groups because they do not want people to wear modern and trendy clothes like girls to wear skirts and any other modern dresses. So in this way this could be a biggest threat for Manish as he designs modern dresses.

Manish has many competitors in Pakistan. Hang ten is biggest competitor of MM outlet. Lajwanti and other designers like ‘JJ’ and ‘Maria B’ are settled in Pakistan from many years and people are well aware of their designs and quality of work. But Manish is new In Pakistan hence his outlet will take time to establish the business.

BCG MATRIX

Stars:

Question mark:

We are planning of designing fancy clothes of little kids. Lot of kids wants to be a part of fashion by wearing designed and fancy clothes on functions. Infact along with their fancy clothes we are also making hip hop styles tops and jeans for kids with stylish caps.

Cash cows:

Dogs:

Along with all such causal and fancy clothes, we are also designing western clothes like mini skirts, maxis, gypsies, frocks. But as Pakistan is a Muslim country such clothes are not so much trendy.

CORE COMPETENCY

In our business core competency includes the following:

Brand Name:

The brand name Manish Malhotra is very popular. So it is good for our business that many people are well aware of our business and it is a positive point for our business.

Patent Right:

The patent right are very important in the designer clothing business. What ever the design we create will be copyright so no one can copy it. This will help us to retain our customers as our competitors can not copy our designs.

PRODUCT/ MARKET EXPANSION GRID

Market development:

We are opening an international outlet and we are new in the market as it is launching for the first time in Pakistan. For MM outlet so many competitors are also available like Hang ten, Lajwanti, JJ and Maria B.

PORTERS FIVE FORCES MODEL

A company can survive and succeed in the long run only if it successfully develops strategies to confront five competitive forces that shape the structure of competition in its industry.

In Michael Porter’s classic model of competitive strategy, any business that wants to survive and succeed must develop and implement strategies to effectively counter.

Competitive Rivalry:

As concluded from research analysis Hang-Ten and Lajwanti are the biggest rivals of MM Outlet as they also design clothes for people. Competitors share a natural and often healthy rivalry. This rivalry encourages and sometimes requires a constant effort to gain competitive advantage in the market place. This ever-present competitive force requires significant resources on the part of a firm.

Threat of new entrants:

MM Outlet has threat of new entrants from the same country or from outside Pakistan because new entrants can damage the business of Manish in many ways. Guarding against the threat of new entrants also expands significant organizational resources. Not only do firms need to compete with the other firms in the market place, but they must also work to create significant barriers to the entry of new competition, this competitive force is often a difficult one to manage because the internet has created many ways for new entrants to enter the market place quickly and with relatively low cost of entry. In the internet world, a firm’s biggest positional competitor may be one that is not yet in the market place, but could emerge almost literally over night.

Threat of substitutes:

As its designs are expensive that’s why people can switch to other competitors with low cost which could result in loss in business. Its substitutes include Junaid Jamshaid , Maria B etc. The effort of this force is seen almost daily in the wide variety of industries. It is often at its stronger during periods of rising cost of inflation. When airline price got too high, people substitute car travel on their vacations. When hotdog prices got too high, people eat more hamburgers and fish. There are very few products or services that do not have same sort of substitute available to the consumers.

Bargaining Power of Suppliers:

The bargaining power of supplier will be high because he is an outsider from India and it might happen that supplier will charge him too much for raw materials. If a key supplier’s bargaining power gets too strong, it can force the price of goods and services to unmanageably high level or can simply starve a business by controlling the flow of parts or raw material essential to the manufacturing of a product.

Bargaining Power of Customers

The bargaining power of customer is very low because it has fixed prices of his designed clothes and the prices are retailed which cannot be fluctuated.

MARKETING STRATEGY

Marketing strategy helps us to promote our business. Through different marketing strategies we can penetrate our business in the market. Different and unique marketing strategies can maximize our profit.

This time Manish has used lots of pastel shades like lavenders, lilacs, creams, lemon and white. These colors have been splashed on sensual crepes, georgettes, nets, silks, khadi and jute. His collections are inspired by the Shakespearean comedy. And most of the outfits have embellishments in the form of intricate chikan work, cut work, resham work, and embroidered patches worked over with beads and iridescent sequins. Malhotra has put together short kurtas with stoles, hip-length tops, loose knit shirts, silk corsets and lycra trousers for women and kurtas, kurta shirts, full shirts, short shirts, jackets and drawstrings for men.

Manish Malhotra mentioned himeself that this is his collection with a big volume containing 100 outfits for women and 100 for men.

“These are festivals that symbolise togetherness, sharing and peace, and my latest collection has been designed to reflect the true spirit of new year and basant.” said Manish Malhotra.

This collection is marked by embroidered fabrics, vibrant colour combinations and prints, and intricate designs. Specially designed shelas, abhayas, jalabiyas, skirts, tunics, corsets, kurtas and sarees will form an essential part of this collection.

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Ever since it's opening in january this year, the Manish Malhotra store has created considerable buzz among the fashion conscious people. More than half of the clothes at the store are made traditional wear.

As this business is new in the market so in order to penetrate in the market we have to give some extra benefit to our customers. So that’s why we are giving:

This will enhance our sales and helps us to penetrate in the market. And it can maximize our profits.

BUDGET

The total estimated budget of our business is 1 billion. In which we will be spending 50 million on mass media and 50 million will be spent on place and products. Budget is the main thing in any business. With out financing the business will be nothing. In order to penetrate in the market we have to spend a lot in the business. The main thing in which the businesses have to invest a lot is advertisement. This is the best way to promote the product and through advertisement our customer can be fully aware of our products.

So in order to promote our products we are using following advertisement tools.

o Magazines

o Fashion Shows

o Bill boards

This is how we will advertise our business. Because this business needs a heavy investment and the advertisement tools will be good enough to promote our business. And in general there is huge competition in clothing and to face the competitors we have to be good in advertisement so we can differentiate our product from our competitors.

PROJECTED MARKET SHARE

Our objective is to cover maximum of our target market by competing all others boutiques. By the end of this year we have planned to capture 10% market share and increase our sales upto 70%. We have planned to cover more and more target market as years will be passed.

TARGET MARKET

As we described that our products are expensive because these are the designer’s clothes designed by none other than India’s leading fashion designer Manish Malhotra. So our target market will be the “Elite” class and the “Upper middle” class as only these classes can afford our products and are trendier. So we will be only focusing that market. In our surveys we came to know that 50 percent people can afford our prices. So this target market can give us the maximum profit.

PROJECTED PROFIT MARGIN

Our projected profit margin will be low because we are doing heavy investment in the beginning and our cost will be a lot. So we use market penetration technique in order to penetrate in the market. Because there is a huge competition in the cloth market so we have to move slow and steady. We have to strengthen our roots first then we can compete in this market.

POSITIONING

Positioning is term used in marketing, which means that how u makes an image of your product on the minds of customers. The strategy which we are using to position our product is as follow:

o Katrina Kaif with Shaan

o Preity Zinta with Hamaun Saeed

o Sharukh Khan with Reema Khan

o Salman Khan with Iman Ali

People are well aware of all these celebrities. This idea will help us to sell our products because these celebrities are trend setter and people follow them with closed eyes. When people come to know that these celebrities are using Manish Malhotra dresses then the people will buy to from MM Outlet and this will maximize our sales.

4Ps

Product:

Product is the main thing which the customers have to survive. The customers have to absorb the organizations product. So the organizations have to concentrate on its product.

The product which we are offering includes:

Place:

During our survey we came to know that people most often visit “MM Alam Road” to buy their clothes. So we are opening our outlet in Liberty. As we have to catch more customers to penetrate in the market. We will open our outlet only there now because it needs heavy investment in the beginning.

Promotion:

Promotion is the main thing which we need in any market campaign. Because of promotion, our customer will familiar with our products and through the promotion we can maximize our sales.

The promotion tools which we are using in our market campaigns are following:

These promotion tools are very common in advertising and each and every person is well aware of these tools. So advertising through these tools will be benefit for the business.

Price:

The dresses of Manish Malhotra are very expensive. But this is not a threat for us because we are focusing the “Elite” and Upper Middle class”. We are trying to focus only these people who are brand conscious. They have no concern with the price. Our prices are ranged to 10000 and onward. The prices are not fixed it can fluctuate a bit but not so much.

ADVERTISMENT

Advertisement is the basic thing in any marketing strategy. Advertisement plays a vital role in the marketing. All marketing revolves around Advertisement. Basically Advertisement is the thing from which our customer familiar with our product. With advertisement they come to know that which product is suitable for them or which product is available in the market. Elegant advertisement makes a good image of product on customers mind. Through advertisement people make a perception about product that whether this product is suitable for them or not.

Following are the tools that we are using in advertising our product:

Magazines

Fashion Shows

Bill Boards

Now a day mostly, people watch fashion shows so it will be suitable for the business to advertise it on fashion shows. As our product is a designer dresses so it will be the best to advertise our products over in the Fashion Show.

ACTION PLANS

Manish malhotra will be launched in January. Following are the actions that we will take place in the future

CONTROL MEASURES

There should be control measures in the business. So that in the case of crises business can manage with the demands of customers.

Extra Stock:

Often business have to face with the shortage of stock which can be harmful for the business. So the stock should always be available in ware house.

Sale if not selling:

If the business plan to sell 100 units in two weeks and after passing one week only 25 units has sold so the managers have to rearrange the strategies for more selling. Organization should have backup strategies in the state of crises so it will never harm to our business.

MARKET SEGMENTATION

Marketing segmentation is an often necessary to meet the need of different customer groups effectively. Different segments will value different aspects of your products, services and brands differently. So our brand has well under standing of the following dimensions of each market segment:

o It’s over all size and its growth rate

o We have understanding of benefits which are most or least important to our brand

o How well we want to serve by existing products and brand

o Which techniques making our brand loyal to our customers?

o How accessible our brand is

o In which way we are going to sell our product

Types of market segmentation:

On the surface, segmentation can seem like something easy to do. So we are selling clothes so obviously we should send brand message to those who want to buy the clothes of today’s fashion. So we launching a clothe outlet so we are making different types of clothe for different types of people because everyone has its own choice. Therefore it is necessary to look at thee distinguishing commonalities of each segment.

Psychographic segment:

Psychographic, which measures that classify customer in the terms of their attitudes, interest, and opinion as well as their life cycle stage.

While launching our brand this information help us in that way that we find a lot of customers whom decision are driven more by psychographic needs and wants than by physical realities.

o This segment is talk about life style and life stage

o When we talk about life style that means how people lives their lives as well as how they choose to spend their money, time and energy.

o In which way people are going to spend money while purchasing the clothes, whether they have interested in today’s fashion.

Geographic segments:

This help Manish from where we find our best customers and where are they located. We are going to launch MM outlet at MM alam road because most of our target market prefers to visit MM alam road to buy designers’ outfits.

Behavioral Segmentation:

It is a widely used practice; it involves segmenting a market according to product usage. So launching the outlet we must know that we find different types of customers:

o Heavy Users

o Medium Users

o Light customers

o Non Users

Our market research make a conclusion that our product most basic become a part of different Occasions.

Benefit Segmentation:

When we talk about benefit segmentation than we find a lot customer who believe in buying high price clothes or want buy best brand clothes and in this cases we capture high class of Lahori people.

Demographic segmentation:

Once a segment is identified by its behavior, the next step is to further profile its according to demographics, which are definable statistics measures such as age, life style, gender, ethnicity, religion, income, education, occupation, material status, house hold size, age of children and home ownership.

While launching our brand demographic are the best predictors of consumer behavior and the primary means of segmentation.

o Jus like whether people have such an income to buy his clothes.

o Whether they have knowledge about new fashion and they educated about new things.

o Which type of customer we are going to target?

o Manish is launching his in Islamic city so must design his clothes in Islamic way.

MM STORES LOCATION OTHER THAN PAKISTAN

o DELHI

o MUMBAI

o HYDRABAD

o CHENNAI

o BANGLORE

REFERENCES

www.manishmalhotra.in

www.manishmalhotrablog.com\

indiculture.com/fashion/2006/12/15/manish-malhotra-bridal-collection

en.wikipedia.org/wiki/Manish_Malhotra

www.seasonsindia.com/beauty/manishmal_sea.html

www.imdb.com/company/co0155426

www.indobase.com/fashion/fashion-designers/manish-malhotra.html

Manish Malhotra Boutique Online Shopping www.Shopzilla.com/ - Enjoy Savings & Selection On Manish Malhotra Boutique Online Shopping.

living.oneindia.in/celebrity/manish-malhotra.html

www.bollywoodblog.com/tags/Manish-Malhotra/