INTERNATIONAL ISLAMIC UNIVERSITY ISLAMABAD

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In the name of ALLAH (almighty),

The most gracious and merciful;
He has subjected to you all that is
In the heaven & on the earth.
(AL QURAN)

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In the creation of the heavens and the earth, and the alternation of night
and day, and the ship that sails in the sea with that which profit men,
and the water that God sends down from the heaven wherewith He
revives the earth after it is dead, and scatters therein all types of
animals, and the turning about of winds, and the clouds controlled
between heaven and earth, there are signs for people who understand.
(Al Baqrah: 164)

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DEAR ALLAH, thank you for blessing us with the gift of knowledge to celebrate your
glory with love and devotion, perhaps this is the modest way for us to thank.
Mr.Adnan Shabbir our respectable teacher and well known personality at IIUI, thanks for
being with us in all difficult and hard times. We really thank to him for help and
guidance. Due to his co-operation we are able to do this project in more decent and
quintessence way.
In last but not least, we are also very much thankful to our parents for their co-operation
in all aspects of life. We are here due to their pray, due to their co-operation and in tough
time they are with us. Also thanks to our friends for encouraging us in difficult time, and
supporting us whenever we need them, Thank You.
In last, we pray to Almighty that loves listening to our prayers with over and under the
tones of melodies regardless which of hits houses one chooses for prayers and
submission, please accept this humble thank from us with gratitude and devotion.
Thank You, my Dear ALLAH.

Thank You

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DEDICATION

Dedicated to our
Dear Parents, teachers and friends
Whose prayers enabled us
To complete this project

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EXECUTIVE SUMMARY

This project is about stylo mania. Stylo shoes will have an unmatched, extensive
selection of different shoes. Stylo shoes have a unique business model that allows them to
have an extensive selection at the cost of only stocking one size per style.
We are launching the head scarves & stoles for females In collaboration with stylo shoes.
As the winter is coming so the scarves & stoles are necessary for females to wear it on so
save themselves from cool breezes.
We are launching a huge variety of stoles & head Scarves including casual scarves, fancy
scarves & stoles including plain & hand embroidered stoles.

LETTER OF TRANSMITAL
To ,
Marketing Advisors.

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Stylo Marketing Department.

Head Office Islamabad.
Subject: Marketing Plan for head scarves & stoles
Dear Sir,
With due respect it is stated that we want to launch our product i-e, head scarves &
stoles from the Company Stylo with the name Stylo mania. So kindly allow us and
encourage us to continue further and launch the product as the winter is coming so we
want to launch head scarves & stoles for females and covering all the age groups.
We shall be very grateful to you for accepting this project and allowing us to carry on
with this Nobel idea.
Thanking for your anticipation.

Your sincerely,
M.B.A
INTERNATIONAL ISLAMIC UNIVERSITY ISLAMABAD

TABLE OF CONTENTS

Sr.N0
#

Page

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Situation Analysis
Market Needs

10

Market Analysis

10

Market Demographics

11

Market Trends

11

Market Growth

11

Company

11

Mission

12

Product Offering

12

Positioning

..

13

SWOT Analysis

13

Competition

14

Marketing Strategy
Value proposition

14

Financial Objectives .

15

Marketing Objectives .

15

Target Market Strategy.

15

Marketing Mix
Product marketing

Promotion

.. 16

Service
Sales plan

16

.. 17
.. 17

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Channels

.. 17

Pricing.

.. 17

Financial
Break Even Analysis

18

Pay back period

19

Sales forecast

19

Income statement

20

Balance sheet

21

Refrences

SITUATION ANALYSIS

Stylo shoes are the one of the leading company in the shoes and bags in Pakistan. Stylo
is currently present in 16 cities with 27 outlets in Pakistan and planning to open new
outlets in other cities as well. Stylo shoes slow but surely become a household name that

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has capture the image of the women how thinks the foot wear and hand bags as the
essential part of their image.

Our products nature and their standards are been

outstanding throughout the past years. Market share of Stylo shoes is been very
impressive and growing day by day.

MARKET NEEDS

Due to changing market demands and trends we have decided to launch stylo mania

Head scarves
Stoles

As now there is more competition among all the fields & Pakistan is a Muslim country
and this product relates to our religious customs and principals so there is a need of our
product. We came with an idea to introduce head scarves & stoles with style under a
brand name.

MARKET ANALYSIS

Keeping in view the changing weather of the city, women and girls will definitely
respond with the positive attitude of buying scarves and stoles. We are the pioneers in this
industry by collaborating with the Stylo Shoes .scope of scarves and stoles is
obviously there because of prevailing winter and customs and traditions followed by us.

MARKET DEMOGRAPHICS

Head Scarf & stoles is a product, which has moral value as well as religious value in our
society. Our product demographics consist of the following factors.

Age

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Best thing our product is that it appeals to all age groups whether they are children old or
in between.

Income

Well a lot of population can afford our product mainly the middle and upper class
because we have good brand equity and our product attributes justifies our prices

Occupation

Our product is basically appealing to working women mainly teachers as well

as students.

MARKET TRENDS:

Trend in the market for the scarves & stoles is basically casual ones. Industry of
Scarves and stoles in Pakistan are at growing stage. But there is also a little demand for
fancy onesl.There are few manufacturers engaged in the production of branded stoles
& scarves.

MARKET GROWTH

Feedback shows that people want to buy head scarves & stoles and we can grow in the
market by offering

different variety as well as introductions of new materials and

designs. Also by the passage of time we can stretch our product line.

COMPANY

We are going to launch this product in partnership of Stylo Shoes by the name of Stylo
Mania.All the members will share equal ratio of profit or loss

MISSION

Comfort with style

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Variety with standards

Environment with services

To satisfy our customers with our product

To create a good image in the society using our scarves and stoles

To become recognized as the world's leading manufacturer of high quality scarves

and stoles.

PRODUCT OFFERING

We are lunching headscarves & stoles with new style and with old comfort standards of
Stylo groups!

we are introducing headscarves & stoles of different types i.e. Square

scarves and The variety includes printed, embroidered, block printed and hand worked
scarves. STYLO has always been a trendsetter in its field and this time, it is planning to
add more style through HEAD SCARVES & STOLES.

casual

fancy

jamawar

evening

wedding

POSITIONING

Attribute:
Our product provides quality quantity & versatility plus comfort. printed, embroidered,
block printed and hand worked scarves are some important attributes as well.
Beliefs & values:

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Our product appeals to population because it gives religious moral and cultural values
We are promoting two main differences.

Distinctive (promoting our product in distinctive way).

Profitable (introducing difference profitably).

SWOT ANALYSIS

STRENGTH

OPPORTUNITIES

Our product nature

Capturing good market share

Quality and standards

Attracting new customers

Variety

Acquisition and retention

Brand image

New investment

WEAKNESS

THREATS

Low workforce

Buyer preferences

Lack of expertise

Heavy investment,s return can

be a problem

COMPETITION

DIRECT COMPETITION:
Metro
Ecs(Ehsan chappal store)
Milli

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INDIRECT COMPETITION:
CK(Calvin klein)
Don carlos

MARKETING STRATEGY

Stylo Mania will employ several

programs within their marketing strategy. We are

particularly targeting Youngsters (from 13-25yr old),Elder people (from 25 onwards age
groups).
The product lines we are offering to youngsters include fast and bright colors with
contrasts. Sober and dull colors are for elders. Rest depends on the choice of customers
they can choose among the huge variety. All of the programs will have goal of getting
the largest bang of the buck as the marketing budget is fairly limited, but a necessary
budget.
We have jumbled up four ps of marketing mix in order to satisfy our customers through
eminent, price, product, promotion, &distribution,

VALUE PROPOSITION:

Value proposition of our product is

High Quality

Reasonable prices

Color contrast

Winter season

FINANCIAL OBJECTIVES

Financial Objectives of stylo Mania are:

Increase the profit margin by 2% per quarter

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Hold spending at a steady level as a percentage of sales

Attract the corporate sector with attractive prices

Generate sufficient sales to eventually require the need to hire an additional

employee.

MARKETING OBJECTIVES

Our objectives are to satisfying ours customer by:

To be a leader in Fashion & style industry

Improve our services

Move with trends in the market

Build strong customer relationship

To create a brand equity

To expand our business throughout the world

TARGET MARKET STRATEGY

The target market of Stylo Mania is all sized, small medium and large, commercial
businesses operating in Pakistan. We will advertise, promote and market all the products
and services, regional national and international, which are legally and ethically
allowed to advertise, promote and market in Pakistan

MARKETING MIX

A Marketing mix is the division of groups to make a particular product, by pricing,

product, promotion & place.

PRODUCT: We are lunching headscarves & stoles with new style and with old

comfort standards of Stylo groups

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PRICING: . The pricing range of head scarves & stoles are from 150-500. Most of

the customers have a three type of price perception that are low, average and high quality
pricing.
PROMOTION:we are promoting our product through various means of

promotion i.e pamphlets,hoardings,magazines,& radio.

Place: we are initially introducing our product at stylo outlets which are situated

in the vicinity of commercial areas of Rawalpindi, Islamabad & Lahore.

PRODUCT MARKETING

We are launching headscarves & stoles with new style and with old comfort standards of
Stylo group! We are introducing headscarves & stoles of different types. The variety
includes printed, embroidered, block printed and hand worked scarves. STYLO has
always been a trendsetter in its field and this time, it is planning to add more style
through HEAD SCARVES & STOLES. We are marketing these products through various
means.

PROMOTION

We want to attract the maximum customers and create a lot of awareness. so our products
promotion plan will include:
Handouts of brochures to inform the prospect customers about the product
offerings.
Banners and wall chalking in the locality.
Advertisement through local Cable Net.
Promotional campaign messages aired through local radio channels.

SALES PLAN

Sales plan usually changes as the product passes through the life cycle .The introductory
stage is especially tough. As we are launching the scarves in our outlets so it is problem
to set the prices with the brand name of Stylo.In the shoe industry there is not a single
company who sell Scarves & stoles, so Stylo have an innovative idea to launch head
scarves & stoles in a market with a brand name of mania. We will control the cost of
production of small volume of scarves so we will easily get the advantages of charging
more. the pricing range of stylo shoes are from 600-3000 the pricing range of Stylo bags
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are from 300-2000. The pricing range of head scarves are from 150-500. Most of the
customers have a three type of price perception that are low, average and high quality
pricing and our task is to establish perceived quality differences that support our price
differences

Simple Stoles start from

Block printed scarves & stoles Starts from
Embroidered scarves stoles start from

CHANNELS

Rs: 150-250
Rs: 300-450
Rs: 450-500

Channels are the integral aspect of the marketing and the marketer should watch all the
aspect of society and the ethical issue of the society that whether the product which is
launching can get a market share. As we launching initially our product in outlets of
Rawalpindi, Islamabad and Lahore through manufacturer to outlets then to ultimate
consumers.

FINANCIAL STATUS

This section will offer a financial overview of stylo mania, as it relates to the marketing
activities .it will include break even analysis, pay back period, sales forecast, income
statement and balance sheet.

BREAK EVEN ANALYSIS

The break-even point for a product is the point where total revenue
received equals the total costs associated with the sale of the product
(TR=TC).

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CALCULATION OF BREAK EVEN POINT:

Assume the following:

Fixed Costs:

RS.
500

Total Fixed Costs

VARIABLE COSTS:
Total Variable Cost

100

Selling Price:

200

Break Even Point Calculation

Break Even Point =

Fixed Costs / (selling price - variable costs)

Break Even Point =

Break Even Point =
Break Even Point =

500 / (RS. 200_RS.100)

RS.500 /RS.100
5

PAY BACK PERIOD

Payback period in business and economics refers to the period of time required for the
return on an investment to "repay" the sum of the original investment.
The Payback Period Calculation is as follows:
The Costs of Project / Investment
PP = ------------------------------------

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Annual Cash Inflows

Our total investment is
Total investment=RS.10,00,000
Expected return on investment=2,50,000 annually
Pay back period would be Rs.10,00,000 RS.2,50,000 = 4 years.

SALES FORECAST

On the basis of past sales performance of stylo shoes it is expected that stylo mania
would have a sales forecast of 2 to 3 lacs.

INCOME STATEMENT:
Stylo Mania
Income Statement
For the month ended 31dec,2008

REVENUES:
Sales Revenue

12,00,000

Total Rev

12,00,000

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Expenses:
Rent expense

1,00,000

Utility expense

70,000

Maintenance expense

26,000

Insurance exp

40,000

Advertisement exp

15,000

Salaries exp

1, 00,000

Interest exp

1, 00,000

Other expenses

55,000

Total Expenses

506,000

NET PROFIT

6940000

BALANCE SHEET
Stylo Mania
Balance Sheet
As On 31,Dec 2008

Assets

Rs.

FIXED ASSETS:
Building

1200,00

Liabilities

CURRENT
LIABILITIES:

0
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Rs.

1120,000

Furniture
Fixture

& 270,000
180,000

Equipment

CURRENT
ASSETS:

Creditors
Capital

116000

+ net profit

694000

810000

100,000
180,000

Security deposit
Cash in hand
19,30,0

19,30,000

00

REFRENCES:
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 Www.stylo.com
Contemporary marketing By Bonez & Kurtz
www.Google.com

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