ADVERTISING The MENS WEAR

Shop
WHERE ARE WE NOW?
We are planning to launch a Mens Wear outlet called Exclusive Mens Wear. The
products that we will be offering in our shop are going to be everything related to mens
comfort. We will offer the widest range of men ants! "hirts! Ties! #elts! "halwar
$amee%! "uits and &ndergarments in this shop. 'll (inds of above mentioned clothes
will be available both imported and local. 'rtistically designed )ifts pac(s will also be
available at our shop.
We will also ma(e a corner inside the shop! which will be dedicated for ta(ing precise
measurements for the customi%ed items. *n this part of shop we will be having rolls of
cloth in different materials and colors out of which customers could chose for their
customi%ed product.
We thin( that this sort of shop should be highly demanded amongst the middle class
and upper middle class males of a(istan because every male from these classes
needs all that we have to offer. 'lmost all the males who to buy clothes does not often
find all sorts of the above+mentioned items in an appropriate manner! and even if they
do! then not under the same roof. We hope to offer stylish! color full! affordable and
comfortable types of ME," WE'- under one roof. May that be Tea+"hirts! pair of
trousers! pair of pants! shirts and undergarments both loose and fitted. We see a big
chance of this shop succeeding! may be not within the first year that we open up but
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ADVERTISING The MENS WEAR
Shop
surely after that if we (eep providing what we promise to offer and with an effective
mar(eting strategy we thin( we can ma(e profits and earn a good reputation.
/ur management team is as follows0
UMAIR.Mar(eting Manager
FAIZAN .. 1esigner
USMAN2inance Manager
HAMZA-esearch and 3ustomers feed bac(
In the frst year, we might be facing some losses and we will be earning almost
no proft. We are going to be in a fnancial crisis for almost two years because
we will be investing a lot but the payback will be very little. A very little example
is the huge amount that we will have to pay as the rent of the shop that we are
opening up in F-7 Markaz.
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ADVERTISING The MENS WEAR
Shop
OBJECTIVES
Maximi%e profits.
Ma(e available all sorts of ME," WE'- under one roof.
3harge prices which are affordable but not too low
Ma(e a good name in the mar(et in the long run and earn customer loyalty.
#e one of a (ind and be the first to offer what we are offering and maintain our
services now and in the future.
Target the upper class! middle+class. 2oreigners come under our target mar(et
too.
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ADVERTISING The MENS WEAR
Shop
To provide customers, with a friendly environment and provide you with best quality
masculine products, all in one shop. We will make available any style of MEN! WE"#
you want us to provide$%
INTRODUCTION TO MENS WEAR SHOP
The service that we are providing is basically that we are opening a shop! which will
provide consumers with all (inds of designer masculine garments. We are going to sell
gift pac(s for our products which would help in bringing out the ex4uisite loo( of our
products.
#asically we are launching this shop because we thin( there is a need for a shop in the
mar(et! which sells all types of masculine wear under one roof.
5ot of males said that it happens a lot of times that they go into stores loo(ing for a
particular item and they are told to go to another shop because only that particular item
is not available in that shop and thus they try another two shops only finding out that the
product they were loo(ing for is not available in the mar(et. We want our buyers to (now
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ADVERTISING The MENS WEAR
Shop
that when they step into our shop they will leave with the product of their choice in their
hands. Even if the demanded item is not available! we will get it made on order!
because we would li(e our consumers to help us in (nowing which product they prefer.
We will be renting a shop in the beginning so that we can earn a little profit and eventually
purchase a shop. The decision on whether we purchase or rent another shop depends on how
much profit we will ma(e in our first shop and we will see from which places our customers are
visiting us most. 2or example! if we have a lot of customers coming from the sectors 2+67 and
2+66! we may purchase a shop in the developing mar(et of 2+66 which is supposed to become
the center of *slamabad in the coming five to ten years! but right now our plan is to open up this
ME," WE'- in $ings 'rcade pla%a.
MARKET ANALYSIS
/ur target mar(et is the upper class! middle+class and foreigners. This is because we
are selling the best 4uality products with most diversified range. The ready made
products in our shop would start from -s.877 9 -s.68! 777.
We are planning to open up our shop in an area! which is already developed and is
already the main mar(et of *slamabad! the 2+: mar(et. We cannot open up our shop
inside ;innah "uper because no shops are available there therefore we plan to open up
our shop very near to it in a pla%a called the $ings 'rcade. This area is foreseen to
become very popular due to the fact that it is so near ;innah "uper and a lot of people
are already visiting this area very fre4uently. 'lso! an advantage of operating our shop
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ADVERTISING The MENS WEAR
Shop
in 2+: is that most of our target mar(et! lives either in 2+:! 2+< or 2+=> these sectors are
very close to each other and 2+: is the main place where these people and especially
foreigners do their shopping from.
?owever! in the long run! we hope to ma(e a lot of money! gain a good reputation in the
mar(et and earn customer loyalty. 5oyalty exists when a customer! because of past
experience! is sufficiently satisfied with a retailer or shop that he or she buys from that
same shop when the demand or need arises for a particular product! without
considering other alternatives.
The combination of people in the mar(et is constantly changing. *t is difficult to
anticipate whether what wor(ed yesterday will wor( today and it is especially difficult to
anticipate whether a new emerging outlet will wor( in the mar(et.

' few things that we have found out about the consumer buying+decision process are
that0
o 3onsumers ma(e an action to buy something when they feel they need it.
o The consumers spot alternative shops and places where they can buy the same
or alternative products.
o The buyers always weigh the pros and cons of the alternatives they have seen.
o The consumer always wants reassurance that the choice was the best one that
they could have possibly made.
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ADVERTISING The MENS WEAR
Shop
ECONOMIC ANALYSIS
The literal position of our economy currently is that the upper class and the elite class of
a(istan are richer than the government itself. This means that they have the ability to
spend as much as they want. They might have other shops where they can find the
same sort of products but when it comes to a brand name we dont have any competitor
around! if provided what these customers want! they certainly have enough money to
purchase it.
Even though! the economy of a(istan is improving! the purchasing power of the people
is still the same. eople who fall under the low class brac(et are earning wages as low
as -s.6877 per month @even lower in some casesA. /bviously our shop is not catering
and targeting these people.
"ome facts about consumer behavior are0
o 2or all product categories! people in a given income brac(et spend significantly
more money than those in lower brac(ets.
o *n each successively higher income group! the amount spent for food declines as
a percentage of total expenses.
We agree that the economy of a(istan is doing better than it was previously. ?owever!
this does not mean that our business will do well as well too. /ur basic target mar(et
ma(es up only 8+:B of *slamabad! and it is not necessary that all of these people will do
shopping from our shop.
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ADVERTISING The MENS WEAR
Shop
The external environmental factors! which we are concerned about before opening up!
our shop! are0
o Econo!c con"!#!on$% purchasing power! unemployment rate and circulation of
money ma(e economy of a country and affect every business in way.
o Demographics: it includes age, income, culture, gender, education, family size, religion,
living standard etc.

COMPETITOR ANALYSIS
We have a 4uite extensive range of competitors! which includes different outlets selling
foreign and local brands. 'nybody selling masculine wear is a competitor to us. /ur
competitors also include the little corners in the shops in most of the mar(ets of
*slamabad! which also sell some unbranded products such as undergarments. 2or
example! ;innah "uper and "uper Mar(et in general. 1iverting people from our
competitors to our shop will certainly re4uire a high 4uality standard and customer care.
They will only come to our shop when they need a product! which is not available
everywhere. Therefore! now we will have to loo( forward to providing such good 4uality
items that has never been seen before in *slamabad.
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ADVERTISING The MENS WEAR
Shop
A &!$# o' o() Co*+#!#o)$
Co*+#!#o) N,#()+
P)!c+
-(,&!#.
J(n,!"
J,$/+"
;innah "uper
*slamabad
They mostly sell
"halwar $amee% and
)room 1resses "hoes
and some ladies
garments too
,ot too expensive except
for few
)ood
A!) A"n,n
;innah "uper
*slamabad
They mostly sell
"halwar $amee% and
)room 1resses
,ot too expensive except
for few
Excellent
D++*,0
P,)1,n!
;innah "uper
*slamabad
They mostly sell
"halwar $amee%! )room
1resses! "hoes and
some ladies garments
too
,ot too expensive except
for few
)ood
O(#'!##+)$
;innah "uper
*slamabad
They sell Ties! ants!
"hirts! #elts
Moderately priced
products are available
)ood
S#!#c/+$
;innah "uper
*slamabad
They sell Ties! ants!
"hirts! #elts
Moderately priced
products are available
Cery
)ood
T+2#+&&!on
#lue 'rea
*slamabad
The products available
are better than the rest
available in local mar(et.
They do have some
variety but not the
re4uired level of 4uality.
"ome of their products
are too expensive but
others are moderately
priced. )ood
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ADVERTISING The MENS WEAR
Shop
In#!,#+
"uper Mar(et
*slamabad
The items are of better
4uality.
'lmost all the sorts of
ME," WE'- items are
available! which are
demanded in *slamabad.
They sell relatively
cheaper products than
the above mentioned
competitors. )ood
3.-.
;innah "uper
*slamabad
They mainly sell suits
and "halwar $amee%
' normal range and
affordable products by
our target mar(et.
Cery good
3.M
;innah "uper
*slamabad
They mainly sell suits
and "halwar $amee%
' normal range and
affordable products by
our target mar(et.
)ood
C).$#,& 4
"uper Mar(et
*slamabad
The items are of better
4uality.
'lmost all the sorts of
ME," WE'- items are
available! which are
demanded in *slamabad.
They also sell relatively
cheaper products.
)ood

POTENTIAL THREATS
The potential threats that ME," WE'- "hop can face are0
*f we charge very high prices then customers will not buy from our store.
*t is very probable that people would rather go to the closest store and buy any
non+branded products or a close substitute of what they were loo(ing for! thus! we
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ADVERTISING The MENS WEAR
Shop
will really have to focus on ma(ing our mar(eting strategies very effective! so that
we actually get customers in our shop and that we are able to sell out products.
The little cornersDstalls in shops are a threat to us too. That the customers will
ma(e purchases from these stalls with a close substitute of the product that they
wanted to but they will not travel a great distance. This is especially true for the
older generation.
The biggest threat is of not being demanded in the beginning.
'nother threat is that we can foresee that we will not be ma(ing profits for at least
one year. This is because! it will ta(e us time to see what the consumers want
and what they do not demand and vice versa! it will ta(e the consumers time to
adEust to the fact that they can always come to the The Exclusive ME," WE'-
"hop and buy whatever they want! rather than going to different shops and still
getting substitute products but not what they actually wanted.
MARKETIN3 STRATE3IES
*n order to capture the attention of the public and ma(e them aware of The Exclusive
ME," WE'- "hop we will have to mar(et our shop very effectively. We will have to
advertise in various ways and through different means. We will have to advertise on
television! radio @2M.F=A! maybe even online on a(istani sites and billboards. This
means that we will be using both the electrical media and the paper media to get to our
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ADVERTISING The MENS WEAR
Shop
customers. We have to ma(e our advertising very effective due to a lot of local and
foreign competitors.
'dvertisements capture the maEor area of mar(eting strategy and we will be
introducing our shop with attractive advertisements. 's the ME," WE'- shop
targets males category and age group of society therefore we will be coming up
with three or four different advertisements for different age groups.
TYPES OF ADS%
R,"!o A""$%
We will advertise on 2M =F between F pm to 6G pm because at that time the number
of listeners is the highest and advertising at that time would be very effective.
N+1$*,*+) A""$0
'ccording to a research it has been found that the highest number of readers of a
newspaper is on "unday. *ts a little expensive to advertise on "unday as compared to
other wee(days but for effective mar(eting of our shop we have to bear such expenses.
B,nn+)$0
We will place the banners of our shop almost at every road signal! places li(e ?otshots!
f+F ar(! Melody 2ood "treet! ;innah "uper! 2+67 Mar(a%! #lue 'rea etc.
B)o,c/+)$%
We will be distributing the broachers at homes and outside colleges and universities.
"pecial ac(ages and offers will wor( effectively to capture the mar(et and earn
their loyalty! these pac(ages include0
2ree home delivery service. We will deliver the customi%ed items.
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ADVERTISING The MENS WEAR
Shop
We will place our banners and posters in main mar(ets and road signals and
par(s.
*t has been observed that music is actually attracting people
The most effective strategy for attracting customer is to offer special discounts and
pac(ages for special occasions li(e0 Weddings! Wedding 'nniversaries! #irth 1ays!
and Calentines 1ay.
A"5+)#!$!n6 A6+nc.%
The advertising 'gency from whom we will ta(e the services is
This agency will provide us main theme that we will use in our advertising and besides it
we will also the advertising through bill board and their si%e! colour! theme and every
thing will be choosen after the decision ta(en mutually by this advertising agency and
our firm.
PRODUCT LINE
We have seven basic product lines.
6. "halwar $ami%
G. Trousers! ants and ;eans
H. "hirts and T+"hirts.
I. "uit
8. &nder garments
<. #elts
:. Ties
=. erfumes
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ADVERTISING The MENS WEAR
Shop
MENS WEAR0
S/,&1,) K,++7%
The shawar $amee% at our outlet would be branded stitched by our tailors named
Exclusive Mens wear. This would include embodied as well as simple dresses of
different styles! available in all si%es and of course also available at customers re4uest
i.e. customi%ed.
rice0 -s.6877+-s.<777
T)o($+)$8 P,n#$ ,n" J+,n$
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ADVERTISING The MENS WEAR
Shop
Trousers! ants and ;eans include both formal and casual wear which would be
branded and available in all si%es and also available at customers re4uest i.e.
customi%ed.
rice range0 -s.6777+-s. G877
S/!)#$ ,n" T9S/!)#$

These would be available in different styles! branded! all si%es and different colors!
which would include formal and casual wear.
rice range !s.1500"!s 3000
S(!#$ ,n" Lon6 Co,#$
' separate 2abric would be available at the outlet and it would be the choice of the
customers of the fabric they choose and the style they want us to ma(e for them.
rice range -s.H777+ -s.6G777
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ADVERTISING The MENS WEAR
Shop
Un"+)6,)+n#$
The undergarments would be branded and would include vest @both round nec( and
sleevelessA! fitted under wears @of si%es MediumD"mallD5argeA! boxers and warmers.
rice -ange -s.H87+ -s.G877
B+&#$
The #elts would be available in different si%es with large and small hoo(s of different
styles! double sided. They would be branded and only made of leather would be
available.
rice -ange0 -s.877+G777
T!+$%
Ties would be available with nearly all colors and of different styles and made of
different fabrics including sil(! polyester and pure cotton.
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ADVERTISING The MENS WEAR
Shop
rice range -s.877+-s.H877
INCOME AND SALES FORECAST
SALES FORECAST
610000
620000
640000
680000
700000
0
100000
200000
300000
400000
500000
600000
700000
Sales in Rupees
Years
Sales Forecast
Series1 2004 2005 2006 2007 2008
Series2 610000 620000 640000 680000 700000
1 2 3 4 5
This graph is showing the sales forecast for the first five years after launching the shop
on 6
st
;anuary G778
2or the first year the sales are of rupees <6!777! <G!777 for second year! third year
<I!777! <=!777 for fourth year and for the fifth year the sales will be of rupees :7!777.
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ADVERTISING The MENS WEAR
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INCOME FORECAST CHART
-60000
-50000
-40000
-30000
-20000
-10000
0
10000
20000
30000
40000
Proft/Loss in
Rupees
.
Y+,)$
nco!e Forecast "#art
Series1 2004 2005 2006 2007 2008
Series2 -57500 -37500 -17500 12500 32500
1 2 3 4 5
*ncome forecast chart clearly shows the stages of profit and loss in the first five years of
launching the shop.
*n the first three years we will be having loss> fourth year will be the Jbrea( even point
and then it is very li(ely that we earn profit from the fifth year.
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ADVERTISING The MENS WEAR
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FINANCIAL STATEMENTS
BALNCE SHEET
B,&,nc+ S/++# ,$ on :
$#
J,n(,). 4;;<
A$$+#$
3ash I87!777
*nventory G77!777
E4uipment 6G7!777
2urniture =7!777
3ar 667!777
F<7!777
L!,=!&!#!+$
#an( 5oan 867!777
O1n+)$ E>(!#.
3apital I87! 77
F<7!777
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ADVERTISING The MENS WEAR
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INCOME STATEMENT
Inco+ S#,#++n# 'o) #/+ .+,) En"+" 4;;?
-ent Expense I77!777
Electricity 3harges :G!777
Telephone 3harges I=!777
Maintenance Expense H7!777
'dvertisement Expense G7!777
"alary Expense F<!777
2uel Expense 6877
<<:877
"ales -evenue <67!777
<67!777
N+# P)o'!#% @?A8?;;B
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ADVERTISING The MENS WEAR
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FINANCIAL ANALYSIS
's we expect this business plan to be implemented in the start of year G77I! some
necessary predictions have been made based on some assumptions.
F!n,nc!,& An,&.$!$ 4;;?%
R+n# E2*+n$+$%
The shop that we have selected costs -s.I77! 777 annual rents. #usiness is expected to
spend -s.HH! H77 monthly for the rent expense.
E&+c#)!c!#. C/,)6+$%
Electricity charges are expected to be particularly low because of the fact that we
have not decided to (eep the environment of the shop bright. Monthly electricity
charges that we have assumed are -s.68! 777 that ma(es a total amount of -s.6G7!
777 per year.
T+&+*/on+ C/,)6+$%
Telephone 3harges that a commercial shop incurs are in the range of -s.I777 9
-s.<777. *n our financial statements we have assumed an expense of -s.I777
monthly. This ma(es a total of -s.I=! 777
M,!n#+n,nc+ E2*+n$+%
3ommercial "hops usually need a lot of expenditure on maintenance. "ince in the
beginning the expenditure on maintenance is generally low we predict our monthly
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ADVERTISING The MENS WEAR
Shop
expenditure on shop to be around an average of -s.G877. 'nnually it ma(es a total
amount of -s.H7! 777.
A"5+)#!$++n# E2*+n$+%
'dvertisement expenditure for the first year is expected to be high + cheapest
advertisement methods would be adopted. 'dvertisement expense is focused on
monthly basis.
F(+& E2*+n$+%
We would only be re4uired to use our transport system while delivering out products
to the customer. We dont expect our fuel expenses to exceed -s.6877 per month.
Total annual expense is predicted to be around -s.6=! 777.
S,&,). E2*+n$+%
We plan to hire two people for ta(ing care of the shop. Each person would be given
-s.I777 per month. 'nnually it ma(es a total amount of -s.F<! 777.
RECOMMENDATIONS
3harge relatively low prices in the beginning to gain customer loyalty and
satisfaction.
5oo( for profits in the long+run
3harge prices high enough to ma(e profits or at least reach e4uilibrium and
prices should be such that people can afford them.
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