1.

Executive summary
SHADA KALO is now one of the famous fashion house in Bangladesh. It has an own fashion style. It was started at 2003 in Theater Road, Shanti Nagor Dhaka. They try to flow a very different fashion style in Bangladesh. They find out bangle people like to ware very simple dresses. From that thinking they started SHADA KALO. They use two common colors Whit & Black. All designs are related with bangle culture. They try to mix up new and old fashion in their design SHADA KALO have decided to open a branch in Sylhet. SHADA KALO will provide its products with quality as they are provided in Dhaka. SHADA KALO s innovative Style Assessments in helping people develop their personal styles will enhance its reputation as a truly unique boutique. It will initially set up its branch in Nayasorok. It has generated necessary financial resources. SHADA KALO aspires to be a leading boutique in Sylhet by providing there unique boutique products..

2. Situation analysis
SHADA KALO is analyzed situation using the 4C framework.4C stands for customer, competitor, company, and context.

2.1 Customers
Though SHADA KALO entering first time in Sylhet , it has already made a strong value in Dhaka. Young generations are its main target customers. It will also target mass people by providing quality products in reasonable price.

2.2 Competitors
Here already are some established brand like arong , rong, baroni whose made strong base in local market. But SHADA KALO s major competitive advantage that it is a boutique shop which experimenting and working with

only two base color that is black and white. This concept is very new in Sylhet and it will create a new concept and environment in local market. But market is getting highly competitive day by day. So there must be provide good quality products than others and performance in market have to be highly qualified.

2.3 Company
sta SHADA KALO rted about nine years ego. All most they have 20 showrooms in Dhaka city. Now Its opening its branch in Sylhet. Selected three partners will run SHADA KALO. It will invest two cores for setting up its showroom in sylhet. Start-up Funding will consist largely of owner investment and a long-term loan from the Small Business Administration.All products will be supplied from DhakaSHADA KALO has nine years strong market experience .After setting up, there is also plan to set up its factory here in future. This business plan will be used for three purposes:

To map out all the necessary components to create a successful and well-run boutique To provide management with a blueprint to follow To secure financing through private institutions and investors

Products and Services

SHADA KALO, a boutique house containing a blast collection in only black and white.Shada kalo carries saries, panjabies, fotuas,salwar kameez's,children's wear and many other things, and also there are many fashionable accessories.

2.4 Context
SHADA KALO has defined some of its fixed customers. They are college and university students and young generation. Because of duration between factory and showroom there may some problem be occurred. Otherwise its brand name, color specification, unique presentation help to SHADA KALO reach in expected growth.

3. Market opportunity and Issues

SADAKALOs main competitive advantage is the unique Style Assessment and emphasis on customers in developing their personal style. The key success factor in the market is the provision of quality products in desired demand, and at reasonable prices. Access to quality raw materials at low cost which is remunerative to the producer, is another recuirment for success in the market.

4. Mission

To provide a boutique that offers a comfortable and approachable environment

To showcase quality, well-constructed fashions from prominent and cutting-edge designers

To offer a variety of beautiful and high-end fashion accessories

To help people learn what clothing and styles go best with their unique personalities

To generate buzz and sales through top-notch exclusive services

5. Keys to Success
Having a good location in a high-shopping area

 Quality product and good relationships with vendors Outstanding customer service

6. Objectives

To maintain profit margins at 15-20% through close attention to expenses and cost of goods sold

To drive awareness and build sales through mentions in both local print and the nation's top fashion magazines

7. Marketing Strategy and Implementation Summary

Customer focus with operational efficiency and customer intimacy. Based on extensive research, the following marketing strategies will be employed:

Develop strong relationships with customers by utilizing Style Assessment and offering services to help each customer determine the right clothes for him/her.

Provide educational materials and programs that enable customers greater decision-making confidence.

Build awareness of brand and services to exemplify strong store reputation.

Provide customers with a sense of access to "inside information" and harness the power of a customer's personal network by leveraging marketing collateral designed for sharing and encouraging referrals.

Utilize personal referrals and stylists to build traffic.

8. Target Markets
SHADA KALO will tie up with a large showroom. About 10% to 15% of the Production will be used for brand building and analyzing local test about boutique concept in a focused manner.

9. Positioning
SHADA KALO will position itself as a brand which provide people a unique boutique experiences that offers a comfortable and approachable environment .The elegance of the name suggests the types of clothing and accessories that will be featured. BRAND PERSONALITY
Innovative | Stylish | Contemporary | Modern | Fresh | Approachable | Elegant.

10. Marketing Mix

Product: Beginning with saries, panjabies, fotuas,salwar kameez's, SADA
KALO will launch children's wear and many other things, and also there are many fashionable accessories to offer a broad assortment to its customers.

Price: It will offer suitable fixed prices for variable products. There will be
offered up to 20% discount in beginning month on its products.

Place: SADA KALO will place itself in Sylhet, Nayasorok road and set up
there its showroom. The boutique will analyze its growth if it would profitable enough then SADAKALO will be looking for set up its another showroom

Promotion:

The following promotional tactics will be implemented: Personal selling and word of mouth via networks of friends, stylists and customers Unique visual displays in storefront on a weekly basis Advertising in social networks , that are targeted specifically to the customer Sales Promotion such as store events and bi-annual sales SADA KALOs Web Site Advertising will be at a minimum with regular ad placements in the city.

11. Review and Control

SHADA KALO will have simple, decision friendly, weekly, monthly, quarterly, and annual reports focusing on Revenue and unit sales Expenses Customer feedback Market log(self and competitive major activities)

12. Marketing Organization

One of the three partners will head head the marketing function and will be supported by a senior manager.

13. Contingency Plan

SADA KALO anticipate pressures on price due to competitive activities and strong buyer power. Its impact will be felt on profitability .It will also keep sufficient captalto manage enhanced working capital requirement and need to keep a sufficient inventory.