Friday, May 21, 2010

Chen one PROJECT

Acknowledgement





1st I would like to thank Allah. He gives me opportunity to study in great university.
2nd I would like to thank sir Hanif shahzad for a being a wonderful teacher with a difference. Also for him understanding individual student and motivating them to achieve understanding of a course we all thought fairly to say the least.
3rd I would also like to special thanks to Mr.Ifkar, Mehwish Azam and Lubna Akbar. They were really helpful and really cooperated with me. Who provide me data about the company.
And last but not the least I would like to thank our family and friends who arranged for me to go to the company and meet people concerned with my report.












































Executive summary



Chenab limited has today 10 local and 7 outlets in the middle east with an annual turnover of RS one billion.chenab limited is a manufacturing giant operating in over seven countries.chenab limited the company holds thirty million share.
Chenab is one of Pakistan’s leading manufactures and exporters of quality home textile products of quality home textile products and garments.
Chenab’s one of the most popular brand is Chen one. They segment Chen one’s market according to geographical location.
Chen one target the Middle East upper middle and elite class segment of the population. Though Chen one’s cloth is produced in Pakistan.chenab Pakistan maintains the international standard.
Chen one cannot provide a better price is affordable by elite class. The cloth is available in three different sizes. In future Chen one sells its outlets to third party.
Other competing brands like men’s garments (generation), life style, Bed & bath, Ikea, macro, metro and Carrefour have a strong consumer base but Chen one’s product features distribution and promotional activities have created huge brand loyalty for which it is still the market leader in Pakistan
Chenab with its heavy promotional activities has been able to penetrate the market.
But the other producers in the industry are posing a threat towards Chenab’s market share.














Table of contents



Chapter # 01………………………………………………..01 to 02

Chen one vision………………………………………………01
Mission ………………………………………………………02
Introduction ………………………………………………….01 to 02
World wide………………………………………………….. 02
Pakistan ………………………………………………………02
Chen one product…………………………………………… 02
Chapter # 02………………………………………………… 04 to 10

Customer driven strategies………………………………… 04
Market segmentation………………………………………… 04
Market targeting …………………………………………….. 04
Market positioning ……………………………………………05
Marketing mix strategies…………………………………….. 05
Product ……………………………………………………… 05, 06, 07
Price ………………………………………………………… 08
Place………………………………………………………… 08
Promotion ………………………………………………….. 09
Slogan ……………………………………………………… 10
Chapter # 03………………………………………………. 11 to 13

Conclusion ………………………………………………… 12
Market share……………………………………………….. 12
Rivals ……………………………………………………… 12
Recommendation…………………………………………… 12
References ………………………………………………… 13




























Chapter # 01










ChenOne Vision: ChenOne Vision 2010 despite obvious cultural and business challenges, ChenOne has experienced success because of its ability to transfer the company’s unique culture and effective retailing concepts. ChenOne has realized the potential growth worldwide; by 2010 ChenOne would open several branches in existing and international markets

Mission statement-- To be the business house of the first choice for customers-- To be a change leader-- To produce innovative, relevant and cost effective products-- Setting and maintaining high standards-- To earn profit by achieving optimum level of production by using state of the art technologies-- To provide ideal working conditions to employees and to take care in their career planning and reward them according to their skills and responsibility-- To meet social and cultural obligations towards the society being a patriotic and conscientious corporate citizen

Introduction ChenOne is a division of Chenab Limited who produces and manufactures textiles and garments from their own in-house cotton growing facilities to the creation of ready made garments. With over 25 years in the industry Chenab currently produces garments for top names such as Tommy Hilfiger, Macy's and Bloomingdale's among others. Chen One's new chain of outlets has been created with the consumer in mind and will carry all of their seven product lines which include home textiles, leather wear, shoes, garments, crockery, furniture and art.. The Group enjoys the unique honor of having almost all textile related processes under one roof. Right from growing highest grade cotton, ginning and spinning it into high quality yarn, weaving it into finest quality fabrics, processing of different quality fabrics in 100 % cotton and various mixed blends and stitching and export of top quality made ups and garments, the entire process is handled in our vertically integrated units.Equipped with the latest imported and highly sophisticated processing machinery, it has a team of qualified technologists and trained labor force numbering around 8000. This unit is producing 200,000 meters of fine quality of fabric (140,000 printed and 60,000 dyed), 25,000 units of textile casual/garments and over 125,000 pieces of made-ups (household) of international standard daily. Being a quality oriented organization, Chenab Ltd has been winning the Best Export Performance Trophy from the Federation of Pakistan Chambers of Commerce & Industry (FPCCI) consecutively for the last 10 years.Muhammad Kashif Ashfaq, Director of Chenone and Mia Mansha is the chair person of the Chen one. ChenOne is considered one of the fashion outlets that hits the streets and becomes an instant success. Fashion products by ChenOne are featured in leading fashion magazines of Pakistan. The ChenOne kiosks are popular attractions in the Dubai hopping Festival and it is a reputed and well known brand inside and outside Pakistan
Out of Pakistan, ChenOne has stores in the following places
Abu Dhabi
Dubai (Jumeriah)
Makkah
Bahrain
Ajman
Sharjah
Riyadh
ChenOne stores are located in Pakistan in the following places:
Islamabad (Opened in 1997)
Rahim Yar Khan (Opened in 1997)
Lahore (Gulberg branch) (Opened in 1998)
Faisalabad (Opened in 1998)
Karachi(Opened in 1999)
Rawalpindi(Opened in 2001)
Peshawar(Opened in 2002)
Abbottabad (Opened in 2004)
Lahore (Defence branch) (Opened in 2004)
Multan(Opened in 2005)
Sialkot (Opened in 2006)
Gujrat (Opened in 2006)
Sargodha (Opened in 2009)
Bahawalpur (Opened in 2009)
Chen one product
Bed Spreads, Bedding, Boys Clothing Furnishings Retail, Children’s Infants Wear Retail, Clothing Accessories Retail Men, Clothing Accessories Retail Women, Department Stores, Furniture Dealers Retail, Girls Wearing Apparel, Handbags Retail, Interior Decorating Accessories, Kitchen Accessories, Linens Retail, Men’s Clothing Furnishings Retail, Neckwear, Pants Retail, Shoes Retail, T-Shirts Retail, Womens Apparel Retail, Ladies, Gents, Menswear, Children, Shoes, Footwear, Clothing, Garments, Pants, Shirt, T-Shirts, Tie, Kitchen, Accessories, Furniture, Home Textile, Linen, Bed Sheet, Handbag, Decoration Accessories, Super Store, Departmental Store









Chapter # 02















Top of Form

Customer driven market strategies

Market segmentation;
Chen one is doing Niche marketing because they are further divided the groups into sub groups.
For example they are dealing cloths. Cloth is main group and sub groups are men cloth, ladies cloths, infant cloth, girl’s cloth, kid’s cloths, boy’s cloths shirts etc.

Urban Rich

Urban and Sub Urban Upper Middle and Middle Class

Rural Poor
Market segment





Population in %
Population in million
R.S /month
Below poverty
40%
8.8
3,000
Poverty
45%
9.9
3,000-7,000
Lower middle class
8%
1.76
7,000-15,000
Middle class
6%
1.52
15,000-50,000
Upper rich
0.90%
0.2
50,000-150,000
Rich
0.10%
0.02
150,000





Market Targeting;

Currently ChenOne is targeting Upper Class. In Future ChenOne should offer low priced products in regular range to target the upper middle and middle class, which will give more popularity to ChenOne and increase the revenue. In general they are targeting the potential buyers. Chen one target the Middle East and Pakistan.chen one target the people 3month to 45 ages.









Market positioning;
Chen one charge high price but give more benefits. Chen one designed a product according to the customer wants and demands.chen one product’s occupy a clear, desirable and distinctive place in the minds of the consumers.


Marketing mix strategies

Product
Chen one is dealing a shopping product and specialty product. Product mix of 2010 is Footwear and cloths (Gents / Ladies / kids) Complete Range Cooking Utensils Cosmetics New Born Gift Sets. Designers Jewelry Watches. We are manufacturing a comfortable clothes .quality of product is important to establish a name in the market. The woman of today world is to keep up with the changing world.chen one has a latest collection of woman wear; footware and bags. We ensure that our quality will satisfy the customer wants and needs. Fashion products by ChenOne are featured in leading fashion magazines of Pakistan. The ChenOne kiosks are popular attractions in the Dubai Shopping Festival and it is a reputed and well known brand inside and outside Pakistan.chen one totally committed for quality. We always assure quality to our customer.
Chen one’s brands have a growth stage because in future they will open the outlets at different places and target the middle class.



















product Category


Category
Sub-Category
Headings



Apparel & Accessories
Accessories
Handbags Retail





Neckwear




Clothing - General
Clothing & Accessories Retail Men





Clothing & Accessories Retail Women





Pants Retail





T-Shirts Retail




Footwear
Shoes Retail



Family & Community
Children & Child Care
Boys' Clothing & Furnishings Retail





Children's & Infants' Wear Retail





Girls' Wearing Apparel



Home & Garden
Accessories - General
Linens Retail




Bedroom & Linens
Bed Spreads





Bedding





Linens Retail




Furniture
Furniture Dealers Retail




Housewares
Kitchen Accessories




Interior Decoration
Interior Decorating Accessories



Shopping & Specialty Stores
Apparel & Accessories
Handbags Retail





Men's Clothing & Furnishings Retail





Neckwear





Pants Retail





Shoes Retail





T-Shirts Retail





Women's Apparel Retail




Stores - General
Department Stores





Garments Stores





Home Stores







Brand Equity: Brand Equity Brand is name, sign, design or combination or theme to differentiate from other competitors. With the help of continuous R & D Investment, Skillful advertising and excellent trade and consumer service, ChenOne will maintain or improve its brand awareness perceived quality and functionality and positive association. Leading companies based there growth on enquiring and building there brand portfolios like ChenOne.
Price
Chen one set a skimming price to generate revenue.chen one deal a life style and designed product because its life cycle is short that’s a reason they charge a high price.chen one pareesa lawn range is from 2000 to 2300 Rs / suit
Chen one gives order and makes furniture like beds and sofas for hotels. Wood’s quality is good that’s the reason they charge high price. company carries out research on competitor’s price and brand loyalty when it feels extreme necessity of changing price


MANUFACTURING IMPROVEMENTS -- New material handling system (Switch Track)-- Introduction of full and semi automated sewing for small parts-- A revamp of our current pressing facility with the introduction of vacuum pressing tables-- CAD for pattern making, cloth utilization and cut makers-- Automatic fabric spreading machines-- Introduction of 'Servo Cutters' to increase accuracy of cutting-- Cutting - Computer Aided Manufacture (CAM)-- Pocket Setting for Shirts-- Belt loop attach for casual trousers-- Digital employees efficiency control system-- Statistical quality control checks-- Eton 2002 fully computerized unit production system-- 600 machines with various functions such as lock stitch, safety stitch, chain stitch, hem stitching, pin pleat, pin tuck, zig zag, button hole, button sewing, auto stud, chain stitch and blind .


Place
Chen one using a indirect channels. Chen one extends its outlets all over the Pakistan and world wide. In world wide they target the Middle East and Europe. In Pakistan there place is very potential because there quality product is good and they consider the customer wants and demands. They introduce the seasonal clothes which prints are very unique and latest.thast’s the reason there place is good.chen one maintain the international and national standard and keep in mind to culture that’s the reason there place day by day increase. Chenone has today 10 local and six outlets in the Middle East with an annual turnover of Rs 1 billion.
Chen one is associated with honorable places.

President House
Holiday Inn, Islamabad
PSL (Pakistan Services Limited)
Prime Minister House
Best Western Hotel, Islamabad
Royal Palm Golf & Country Club, Lahore.
governor House, Lahore
Islamabad Club
Pakistan Steel, Karachi
Sindh Club Karachi
Serena Hotels
Artillery center, Attock


Pakistan Military Academy, Kakul



Promotion
Chen one’s Presence in Media TVC Electronic and print media. When Chen one introduce its latest product. They organize the fashion shows. They print out the fashion magazines. Seminars and exhibitions are regarding latest fashion.
There has been a scheme at ChenOne stores whereby buyers making purchases for over Rs 2,000 are given a coupon for the lucky draw. Under the same scheme a family from Karachi visited ChenOne in Lahore and won a Toyota Corolla car.
The facility to buy such a wide range of products under one roof compels a person to say that ChenOne is a store for the whole family.
Superior quality and attractive prices will encourage the people, accustomed to 'foreign products' to switch over to ChenOne without compromising quality.
Chen one earns a $1.3 million profit on $24.5 million in revenues. Chen one offers a free home delivery and offer special discount.

Following are the key points to increase sale

Assurance of consistent quality
Surety of on time delivery
Competitive rates
Cost efficiency
Better service to the customer
Better communication development with customer


Customer Service: Customer Service ChenOne always Strive to provide exceptional customer service, a characteristic unique to our chain. The secret of successful retailing is to give your customers what they want. People at that time would feel proud by shopping at ChenOne, with a fully equipped customer care desk. Helping people make a difference ChenOne should be designed to save customer’s time and money, while providing a unique shopping experience, through efficient operations and valuable solutions. ChenOne should make its return and exchange policy highly acceptable for its customers.


Annual Sale Targets: Annual Sale Targets Annual growth of 15 to 20 percent

Other Business: Other Business Restaurants ChenOne Malls
Slogan
Changing lifestyle

























































Chapter # 03



































Conclusion

The textile industry of Pakistan has a wide range to attract internationally or nationally customer. Pakistan is the 4th largest country to produce fine cloths.
Chen one is at a piece which is not affordable to most of the people in the country.
Designer clothes are an uprising in Pakistan as a greater portion of the population, both male and female, are now more style conscious. As a multinational company chen one has been able to skimming the market with different size of cloths, gents, ladies and kids, international standard and high quality design, as a product. Chen one has been highly successful over the years. Overall with its marketing activities Chen one has been successful brand.
Research shows that Pakistani customers are highly attracted to this sort of offers like discount, gifts and loyalty brand. That’s the reason Chen one in future will target the upper middle and middle class.

Marketing share

Chenab holds 30 billion market shares.


Rivals
Competition Current Individual Competitors Shoes (Marie Claire, etc) In terms of Prices Men’s Garments (Amir Adnan, etc) Excellent styles & regional presence Ladies Garments (Generation, etc) More cultural & society focus designs Bed Linen (Life Style, Bed & bath etc) Better prices Furniture (Several new stores) Better prices with quality International Players (Ikea, Macro etc) Expected Competitors International Players (Ikea, Macro, Metro, Carrefour etc)
This has a resulted in cutthroat competition in the market. This industry is highly competitive but the market is expansionary. Locally, there are large members of garment manufactures and some of the wearing and knitting units that are our main competitors. However, the market size is large enough to provide room to all the players. The competitors mentioned above are manufacturing almost on the same product line and they have good image in the local as well as in the foreign market. beside all this facts the companies are doing good job but they are bit expensive and these garments, which are made by these companies, are mostly approach of ordinary people because their price are high.


Recommendation

Chen one needs to increase the outlets all over the world and also Pakistan.
Chen one should target the middle class.
Chen one should increase their promotion through advertising, TV and internet
.
Product more emphasis has to be placed on promoting the product and increasing the brand awareness and brand recall rather than trying to modify a product this is already doing quite well as per expectation, objectives and targets set by the company. Long term suggestions are such that we feel Chen one should look more ideas as are available abroad.

References

http://www.phonebook.com.pk/Dynamic/CompanyDetail.aspx?Comp_ID=33614

http://business.goldsea.com/Chenpehong/chenph.html

http://en.wikipedia.org/wiki/ChenOne

http://www.ameinfo.com/298.html

http://www.brecorder.com/index.php?id=296240&currPageNo=1&query=&search=&term=&supDate=

http://www.pakistaneconomist.com/issue1999/issue30/f&m5.htm

http://www.authorstream.com/presentation/aSGuest38126-324993-vission-2010-asim-idea-business-finance-ppt-powerpoint/

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