marketing for a new business plan

1. CULTURE’S INN
Handmade Bags
Presented To :
Ma'am Saleha Shoaib
Presented By :
• Tahmeena Batool
• Anum Zafar
• Safia Naseer
• Nouman Riaz
• Adnan Siddique
• Raja Saim Azad
• Ch. Asim Sattar

2. VISION AND MISSION
Vision
Our outlet will be the best outlet of hand made product firstly
in Lahore and then in whole Pakistan
Mission
“We are here to satisfy your desire of “looking different”
Offering handmade bags
Form balance expectation level

3. Market Need
High need of Customization due to changing tastes of young
girls.
Desire of look different.
Desirable product at affordable price

4. Market Trends and Growth
Bag market is changing due to:
Change in Taste
Change in Demand
Due to little emphasis on cultural values

5. Segmentation
Segmentation on Following Areas
Geographical segmentation
Demographical segmentation
Psychographic segmentation
Behavioral segmentation

6. Geographical Segmentation
Started in Lahore at Allam Iqbal Town, Dubai Chowk because
• City of schools and colleges
• Best possible area
• Entertainment Places like McDonald & Fri-chicks.
• Indirectly promotion of product.

7. Demographical Segmentation
• Target on the basis on income age gender and education
• Our target customer is women
• At the age of 14 -24
• Mostly professional and college and university going girls

8. Psychographic segmentation
Talk about lifestyle and personality of our customer
People are more self expressive
Try to look stylish and different
Want to create an image about their personality.
Behavioral segmentation
Try to understand the minds of people when new product enter
in the market.
First time user.

9. Identification of Target Market
First time users
Young girls average of age 14-24
Girls having pocket money of Rs. 3000/-
Families with a income of Rs. 25,000-50,000/-
Working women's

10. Micro Environment
( factor that effect company's ability to serve)
Suppliers
• threads suppliers
• manufacturing supplier
Maintaining good relationship for
• effectiveness
• product availability
Customers
• Brings changes in product time to time.
• Our aims is to satisfy customer.
• Help us for long term profitability.

11. Competitors
• Karizmah
• Polly & me
• Stylo
• Metro
• Bags shop in moon market
we compete on basis of
• Uniqueness
• Product quality
• Reasonable prices.

12. Macro Environment
(Forces that Shape Opportunities and Pose Threats to a Company)
• Economic Environment
May change the income level of people it effect the purchasing
power.
• Natural Environment
Due to natural disaster, shortage of raw material may occur it
may change the input prices. Our business also not create any
kind of natural pollution.

13. Macro Environment
Political Environment
If a government will increases the taxes, then we have to
increase our prices to remain in profit or decrease our profit
margin.
Cultural environment
Benefited by facing cultural environment because we are
promoting the culture of Pakistan
Demographics
Changing lifestyle, age and living standards will benefit our
business

14. Marketing Mix
(4 P’s)
Product:
• offering handmade bags made up of Jutes, Seelam, Dorri,
Resham and woolen etc.
• We add features like furs artificial flowers etc.
• We provide customization service as well as on the shelf
availability of our product.
• Our product reflect our culture.

15. Price
• Reasonable price
• We charge 750/bag
• If we provide customization service then we charge 850/bag
Place
There are following reason for chosen this place
• People come for enjoyment and our product magnetize their attention
• Product awareness
Promotion
• Activity that communicate the merits of our product
• Online promotion through face book
• E-mails
• Brochures

16. SWOT Analysis
Strengths
Weakness
Opportunity
Threats

17. Strengths
On the Shelf
Availability on the shelves at outlets along with free home
delivery
Unique Product Features
Unique in design, color and style
Customization Service
Customized bags on the demand of the customers

18. Weakness
Trust gain
Entering in new market and less trust of customers
Unfavorable Conditions
Sudden strikes and other holidays cause supply late

19. Opportunity
Introducing New Products
Handmade bags for the first time in local market
Opening Outlets
Building a network of outlets all around the country
Exports
Export unique handmade bags to earn profit in foreign currency

20. Threats
Threat of Substitutes
Threats from Karizhma & Polly and Me and leather bag shops in
Lahore.
Barriers to Entry and Exit
Threat of survival in the market

21. Postioning
Positioning is heart of marketing strategies.
To develop positioning focus upon target market & competitors.
2000
1500
1050
950
Price 850
750
650
550
Quality Customization Design
Polly &
me Stylo
Culture’s
Inn
Karizhma
Metro

22. Market Differentiation
Low Price
Online Customization Service
Online Order placing
Introducing New Products
Latest Design
Hand Made

23. Branding
Culture’s Inn. is basically a corporate band.
Slogan
“Look Different”

24. Direct Competition
Karizhma
Polly and me
Both deals in handmade bags but their prices are too high
and also offer less customization with no facility of online
customization and home delivery service

25. Indirect Competition
Metro
Stylo
Small shops in Moon market
They deal in leather bags just with high prices.

26. Competitive Edge
Uniqueness
Available on shelves
Customization
Low prices

27. Value Preposition
Actual product
Their style, features, design and quality level will make them
different from others.
Augmented product
1 year warranty and after sales and service facility

28. Financial Objectives
Revenue
Earn min Rs. 60,000/- per month
Profitability
Work on weaker areas and increase profitability by cost cutting
methods
Growth
Expect to grow 10% each year

29. Marketing Objectives
Creating a Cost Effective Marketing Plan
Sending press releases cause free publicity
Building Customer Awareness
Create awareness among public through media channel
Maintaining High Customer Satisfaction
Providing discounts, free home delivery and 1 year warranty

30. Viability of Culture’s Inn
What Viability is?
Capability of normal growth and development
Survey result
• we conducted survey and it shows that 90% girls between age
14-24 are ready to pay for handmade bags. Means it increase our
sales and make our business more profitable.
• Our cost of input is low because we are using low cost strategy
and output is much higher
• We spend 3 lac 92 thousand and 2 hundred and 15 rupees
and our minimum sales revenue per year is 7 lac 20 thousand.

31. • B.E.P= fixed cost/ variable price per un it – variable cost per
unit
• Our break even per month is 50 bags and our minimum sales
of bags per month is 80 bags.
• So this business is viable and much profitable
Break-even Analysis

32. Implementation
Gaining knowledge of target customers.
Develop our goals and objectives
Analysis of overall market and our competitors
Developing financial objectives
Developing marketing objectives
4P’s
Break-even point analysis
Customer Relation Management Plan
Corporate Social Responsibility
Outcomes of our implementations

33. Customer Relation Management
Training of employees for better customer services
Giving discounts
Resolve customers complaint within 2 days.
Free home delivery
Promotional offers in schools and colleges
Online customizing and ordering services

34. Research
Overview the needs of our customers
Market trend and growth
Competitors, government policies, rules and regulations
Research through questionnaires

35. Corporate Social Responsibilty
Donate Rs. 5/- to A Welfare Organization, Roshni Homes Trust
who are striving to provide a home, family and education to the
orphans.