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National Institute of Fashion Technology, Kolkata ASSIGNMENT ON MARKETING PLAN OF RBAZYA DESIGNER STUDIO


Submitted by Rajesh Kumar Roll no-15 SEM -3rd

Executive Summary

Overview RBAZYA Studio is an upscale women's clothing boutique that will open in October this year. Defines the boutique and its essence of inclusion. RBAZYA clothing selections and exclusive personal style services, which include a detailed Style Assessment, will ensure that our customers are well dressed. RBAZYA is a man-owned business currently organized as a Sole Proprietorship. Clothing for stylish women RBAZYA will carry Ready-to-Wear (RTW) designer and casual/contemporary apparel & accessories for women. Unique & innovative RBAZYA will provide services such as Style Assessments, alterations, personal shopping, and special ordering to customers during store hours and by personal appointments. Style Concierges who are trained within the image industry will be available to customers on a daily basis. RBAZYA innovative Style Assessments and educational emphasis in helping women develop their personal styles will enhance our reputation as a truly unique boutique. Getting the word out RBAZYA will generate awareness and sales by utilizing PR tactics and the referral networks of personal stylists. Additionally, RBAZYA will meet our customers where they are, focusing on how women approach shopping by obtaining mentions and reviews in the top fashion publications, travel guides and local papers. Management Our advisory team holds expertise in retail accounting, retail merchandising, legal contracts, fashion and design. A detailed project plan has been created and all tasks are on schedule. Buying for the Fall/Winter season was completed in April, and store design and marketing elements are currently being finalized.


To provide women with 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 women learn what clothing and styles go best with their unique personalities To generate buzz and sales through top-notch exclusive services

Keys to Success 1. Having a good location in a high-shopping area 2. Quality product and good relationships with vendors 3. Outstanding customer service Objectives

To turn inventory five times and generate RS8000 in sales per square foot 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 fashion shows

Company Summary RBAZYA Studio is an upscale women's clothing boutique that intends to open in Neem ka Thana, Sikar in oct.2011. RBAZYA means circle of friends" in HINDI; this defines the boutique and its essence of inclusion. RBAZYA carries beautiful designer labels for professional women, such as the sophisticated silhouettes, handbags. RBAZYA clothing selections and exclusive personal style services, which include a detailed Style Assessment that features nine different style personalities, will ensure that our customers are always well dressed.

Start-up Summary 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

The Start-up Table which follows details the Start-up Requirements, including Start-up Inventory and Long-term Assets in the form of Fixtures and POS Equipment. Start-up Funding will consist largely of owner investment and a long-term loan from the Small Business Administration. The Start-up Period for this plan runs from march through oct. RBAZYA will open on OCT 14, and we project real sales beginning in November of Year 1.

Company Ownership RBAZYA will be established as a Sole Proprietorship due to the ease of formation, and simplicity of the structure and tax record keeping. In the future, RBAZYA will look at forming an S Corporation when another location is opened.

Situation analysis

Environmental analysis

External environment analysis By the careful external environmental analysis w find out the following factors important to consider in order flourishing in the industry Political We are having laws but no enforcement at all. This thing is devastating for any industry. Elections run through almost every year although for none but for many reasons. Every government brings new rules and policies. Even different political parties are against fashion industry Economic Inflation rate in India is rising every year. Interest rates are other freaky thing. And the recent world recession t h o u g h h a d l e s s i m p a c t o n I n d i a e c o n o m y y e t h a s i t s i m p o r t a n c e . T h e s e t h i n g s a r e l i k e hurdles in fashion or in any industry. The price wars are also of great important. Countries with high technologies are striving with low prices dragging developing countries towards down. Social People are becoming more fashion conscious and careful in their selection. Advanced telecommunications has improved sociability of the people. At the same time religion is on the move. These all things have a great impact on fashion industry as people are more aware of their needs so as to satisfying them. Technology Though fashion industry is not technology driven but in ever dynamic and global market its now being essential to prosper in the technology area. Now a day without technology success seems far. Its a great tool of competitive advantage and a source if brand equity as well. The concept if e-business is having great impact on fashion industry. Enhanced Internet, mobile and media activities are gaining much importance in the fashion world.

Internal environment analysis Following are the factors considered as internal Resources (people) 14 (1 Graphic designers, 2 sales girls, 5 tailors, 1 iron man, 1 dyer, 1 office boy, 1 guard,2 sweepers/ peon) Organizational structure and culture Dynamic yet friendly Top management decisions Product development

Design Pattern making/ cutting Stitching Finishing Presenting/ market Training Required in order to give familiarity with new trends and styles Systems and process In-house and outsourcing stitching (buttonholes and elastic embedding will be outsourced) Contracted designers Stitching machines 3 Working hours 8 Rent out outlet (as per following infrastructure components) The Primary Customer

The primary RBAZYA customer is a professional woman with a household income over RS20000K. Her main characteristics are listed below: Demographics Teenager Professional woman (ages 25-55) Household income over 100,000 College-educated


Looks for bargains (seasonal fashion) but willing to spend money on quality, core items

Would like more time or help in understanding what clothing is right for her She wants to look her best because she wants to feel good about herself as well as make a good impression at her job

Clothes Shopping Behaviours

Spends over RS2,5000 for clothes each year Shops at Boutiques, designer Wears a size 6, 8, or 10 Buys mostly ethnic wear, sari , tops and pants Looks for classic, basic items each season, with 1-2 trendy items She cares about how she presents herself, enjoys fashion, and looks for quality over quantity

Competition and Buying Patterns RBAZYA has stiff local competition with the many wonderful shop neem ka thana. Direct competitors include those shops that carry some of the brands that Rbazya plans on carrying or could move easily into carrying. Indirect competitors are those shope in nkt that focus on a different target market or do not carry lines that rbazya will carry, in addition to well-known

boutiques in other metropolitan areas. It appears that if you don't look a certain way or show that you have money when you walk in, you are immediately disregarded. Dressing rooms are typically small and have curtains that don't guarantee 100% privacy. Clothing sizes tend to run small and items tend to be overpriced Direct Competition: Strategy and Implementation Summary Develop strong relationships with customers by utilizing Style Assessment and offering services to help each woman determine the right clothes for 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 woman's personal network by leveraging marketing collateral designed for sharing and encouraging referrals.

Utilize personal referrals and stylists to build traffic.

Swot analysis


Good and high quality machinery

Exclusive outlet

Highly qualified staff

Adaptability to newness

Diverse brand portfolio


High rates and prices

L e s s s u p p o r t i v e f i n a n c i a l a n d g o v t institutions

Lack of idea sharing


Expand into emerging economy

Enter new product market

Acquire more market


Lack of knowledge

Brand cannibalization


New entrants

Marketing objective Objectives: Non-financial objectives:

To be among the top ten favourite brands To add new designs in every season To drive awareness and build sales through mentions in both local print and the nation'stop fashion magazines

Financial objectives

To maintain an inflation growth in earning per year at a rate of 12% To obtain a return on equity of at least 30% Providing stitching facilities to other boutiques in 2012 who are lacking this facility To maintain profit margins at 15-20% through close attention to expenses and cost of goods sold Targeting and poisoning strategy If you were to overhear women talking in a dressing room, you would more than likely hear them comment on something they've tried on and question how they should wear it or what it will go with in their closet. Research has shown that women are stressed, have little time to shop, and would generally like help in determining the right clothes and styles to wear. With over 61 million U.S. women between the ages of 25-54 spending over $34 billion in apparel each year, there are sure to be some mistakes made in clothing choices. Television

S h o w s s u c h a s B B C ' s " w h a t n o t t o w e a r " a n d S t yl e ' s " F a s h i o n E m e r g e n c y clearly speak to a woman's confusion about what looks best on her. Even women who can afford professional stylist feel helpless and often jokingly request that their stylist come to their home every morning to help them get dressed."Within a decade, the companies that do the best job of marketing to women will dominate every significant product and service category." -Faith Popcorn

Target: Women Position: Time; less time to find latest and trendy fashions in a single place. Without utilizing much energy, effort etc Poisoning, value proposition Describe how you will differently position your product form the competitive products.

Positioning Statement RBAZYA Boutique provides women with upscale designer clothing a n d e x c l u s i v e personal services. Our main competitive advantage is the unique Style Assessment and education emphasis in helping women develop their personal style.

Brand Positioning Its Easy to be Trendy A s t h e n a m e a n d l o g o s u g g e s t t h a t w o m e n c a n c o m e t o t h e b o u t i q u e t o l e a r n a b o u t themselves and experiment with their personal style. By these meanings, Rbazya looks to be the leader in providing exceptional service and assistance for women's fashion needs. 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 The overall brand personality of RBAZYA aspires to be fashionable, cus tomer-oriented, innovative, refreshing, stylish and educational. The boutique is a place where women can go to transform themselves with beautiful clothes and take advantage of the Style Assessment and other services that help them determine the right

clothes for their unique selves. We are a shop that educates. We help women learn about the designers, gather with their friends, and have fun during the process. We not only carry items that help them look good, but we also help our customers maintain these items. Owners will work with their top design advisors to create the atmosphere, colors and wording that encapsulates these thoughts

Products and Services RBAZYA will carry Ready-to-Wear (RTW) designer diffusion lines and casual/contemporary apparel & accessories for women. RBAZYA will carry designer fashion accessories such as handbags, scarves and wardrobe accessory. PRODUCTS Product Mix Products will be priced at the high end to reflect the quality and exclusiveness Associated with the brand. High-end materials such as Crinkle Chiffon, Georjot Chiffon, Chinese Raw Silk, Medium Silk, Leafy Print Jamawar, Chamose Silk etc will be used. This boutique will offer following product categories of women wears:

Casual Wear Semi Formal Wear Formal Wear

Each product category will include the following product lines: Ethnic Wear Formal Wear Party dresses and special occasion dresses Contemporary Wear Fusion Wear Combination of eastern and western wear, suitable for the International market as well.

Western Wear Tops, Pants and various other styles ACCESSORIES

Wardrobe Accessories: Fashion Accessories:

o o o o

Local designer jewellery Handbags Belts, Scarves, Gloves, Hats Lingerie

Brand strategy We brand our product with brand laddering: emotional brand laddering, our product is of image conscious which requires highly image positioning Our boutique focus on latest trends and less time to reach them. Woman can get what they want without any problem and with great ease. We are providing value, image, elegance and style of what woman are hungry.

Brand name : RBAZYA suggesting that what is in the fashion. Easy to pronounce and easily accepted all over the India without any discrepancy. We can even extend our boutique to men under the same name this name has no limitations. Logo: needle and thread expressing the nature of business. It is memorable generating loyalty and protectable. Adaptable to any culture. And having no cultural problem all over the country. Similarly have no limitations. Acceptable for both genders. Color: red and black. Quite neutral color easily memorable and associations can bedeveloped without any problem. The R written in capital font and with red color gettingattraction and attention.

Slogan: Its easy to be trendy positioning on time and easy to memorable. Also it delivers that we are giving whatever is in fashion and is in. It is also protectable and acceptable inculture. Symbol: girl wearing contemporary dress. Focusing on latest designs and fashion. And italso shows that boutique is of women. Women can generate associations with the symbol.


Pricing is set according to market indicators. Set in such a way that it covers cost and generate revenue for the boutique. In the start it requires lower prices in order to penetrate in the market. Than high the price for the assurance of high quality as it is perceived. Version Upgrade/Competitive Upgrade Matrix


Promotion RBAZYA customers will learn about the boutique through the following sources:

Friends & Customers (word of mouth and email) Personal shoppers and stylists Women's Fashion shows Local press mentions & ads

Promotion The following promotional tactics for generating buzz and awareness about RBAZYAwill be implemented:

Personal selling and word of mouth via networks of friends, stylists and customers Unique visual displays in storefront on a weekly basis PR (local and national) Boutique email newsletters Direct mail such as postcard notices that are targeted specifically to the customer Sales Promotion such as store events and bi-annual sales

Other important marketing strategies, such as developing strong customer relationships (retention), will utilize a different mix of marketing programs. Direct marketing activity Catalog marketing will be used, direct mail are also considerable

Retail support or other collateral Brochures and key chains will be designed written rbazya on it. Distribution strategy Manufacturer Customer Direct chain as we are having both backward and forward integration. Selectivity Shopping good so exclusive outlet and selective distribution as product is of high image. Waiting and delivery time Product will be available in the outlet so customer doesnt have to wait for the delivery. Variety and Assortment We will provide this as we are dealing in three categories; casual, semiformal, formal Information provision: We will provide training to our employees so that they can facilitate the customers as much as possible. Following flows would be performed to produce the above services outputs. These flows would be performing from manufacturer to consumer through whole seller and retailer.

Physical possession







Payment Channel Function and Flows A marketing channel performs the work of moving goods from producer to consumers. Itovercomes the time, place and possession gaps that separate goods and services from those thatneed or want them. It perform number of functions:

They gathering information about potential and current customer, competitors, and other actors and forces in the marketing environment.

They develop and disseminate persuasive communication to stimulate purchasing They place an order to the company They provide for the successive storage and movement of the physical products.