Prepared by Director of Marketing

Executive Summary
History:
Padini began as a backend operation in Malaysias apparel industry,
manufacturing, trading and supplying garments to order for retailers and
distributors.
Padini entered the new millennium as a major force in Malaysias
multibillion textile and garment industry.

Nature of Business
Padini is mainly an integrated operation that controls its products - fashion
wear and accessories - from concept stage to manufacturing,
merchandising and image marketing.

About Padini
HQ Padini is in Kuala Lumpur. Padini is a brand leader involved in the
distribution and retail of its own fashion labels through 170 freestanding
stores and inhouse outlets.

Mission Statement
Our Vision
To be the market leader in the retail and
industry and leading footwear outlet in the
domestic market and regional expansions.
Our Mission
Enhance quality of product, better customer
service,, speed and efficiency

Qualitative Objectives:
To provide the most efficient after sales product
team.
To maintain high quality of products with an
affordable price.
To be the leader in providing the high quality and
innovation products.
Quantitative Objectives:
To increase customer retention rate by 15% by
2006.
To increase nationwide market share by 8% per
annum.
To reduce customer complains by 30% in one year
Marketing Organization Chart


BOBO CHHIN SIEW JIUAN
(Marketing Director)
LEONG FOOK WOH TAN JIT KEEN CHEONG CHEE KIONG
(Customer Service) (Sales &Promotion) (Distribution)
HONG ENG SOON
(Marketing Research)
The Location Of the Padini




Market
Analysis
Target Market
Vincci
Women ( 17 years old~ 50 years old)
P&CO
Women ( 20 years old~ 40 years old)
PDI
Men ( 15 years old~ 45 years old)
Women ( 15 years old~ 45 years old)
MI KI
Kids ( 6 years old~ 12 years old )
PADI NI AUTHENTI CS
Men ( 15 years old~ 45 years old)
Women ( 15 years old~ 45 years old)

Customer Analysis
Segmentation: Nature of business
Segment
Factors
Shopping
Centre
Shopping
Malls
Hyper
Market
Super
Market
Market Size Large Large Medium Small
Market Growth 12% 14% 8% 9%
Needs High Quality
Excellent
service,
High quality,
Efficient
service
Good
service,
Affordable
High quality,
Affordable
Usage Very high Medium Medium High
State of Market Mature Mature Developing Developing
Attractiveness High High Medium Low

Segmentation by Geography:


Customer Analysis
Segment
Factors
Kuala Lumpur Johor Penang
Market Size Very Large Large Medium
Market Growth 13% 11% 7%
Market Share 40% 25% 18%
State of Market Saturated Developing Developing
Profitability High High Medium
Competition Analysis


Company
Attributes
Vincci Charles & Keith Nose Carrelli Studio
Goal ~Develop Kuala
Lumpur market
~increase market
share
~Maintain market
Kuala Lumpur
-Penetrate Johor
market with high
quality strategy.
-Penetrate major
malls in KL and
Penang
Market Share 40% 22% 24% 14%
Growth 12% 4% 17% 10%
Strengths -Affordable Prices
-Innovation product
-Exclusive products
-Loyal customers
-Aggressive sales
team
- Exclusive
products
-Excellent quality,
-Loyal customers
Weakness -High staff turnover
rate
-Low publicity
-Slow growth
-Expensive products
-Inexperienced
staffs
-Expensive
products
-Weak sales team
-Low publicity
-Expensive
products
Market
Position
High quality,
Affordable price
High quality,
High price
High quality,
High price
Good quality,
High price
Market Positioning
-1.0 -0.8 -0.6 -0.4 -0.2 0.2 0.4 0.6 0.8 1.0
-1.0
-0.8
-0.6
-0.4
-0.2



-0.2
-0.4
-0.6
-0.8
-1.0
Price
Low
Low
High
High
Quality
VINCCI
NOSE
Charles &
Keith
Carrelli Studio
Product Life Cycle

Time
Introduction
Growth Maturity Decline
Portfolio Business
Portfolio Business
Vincci is the market leaders in a high-
growth market
A star does not necessarily produce a
positive cash flow for the company
Therefore, the company must spend
substantial funds into VINCCI to keel up
with the high market growth and to fight
off competitors attacks .
Strategy To Maintain Market
Share
Good Financing
Increase Product Quality
Full Line Strategy
Premium Performance
Competitive Strategy
Position Defence
Involves occupying the most desirable
market space in the minds of the consumers
because we will make the brands almost
impregnable.

Counteroffesive Defence
When othersmarket challenger attack, we
will respond with a counterattack.
SWOT Analysis
Strengths Weaknesses

Service team with high technical
skills
Reputation as a trusted brand
Products are affordable for most
consumers
Experience in the field of R&D

High staff turnover rate
Sales team slow in progress
Lack of computerized services
Ineffective training for new staffs
Opportunities Threats

Demand for affordable and high
quality goods
Increase customer complains of
competing services
Large potential market in Malaysia

Increasing number of new entrants
Decreasing market share in
MALAYSIA (KL)
Aggressive promotional campaigns
by competitors in KL
High tech services by competitors


Marketing Objective

Slogan
To be the Best Fashion Company in Asia.
our marketing objective are as below:-
To achieve distribution amount up to
30000000 units.
To increase the distribution capasity to 100%
from the plant capacity .
To reduce the distribution cost for 35%.
Marketing mix
Product

Price

Promotion

Place
Products
Women Pumps Shoes
Women Office Wear
Kids Clothes
Women & Men Casual Clothes
Women & Men Sport Wear


Operasional Process
Of The Product
Promotion
Brochure
Packaging
Advertising through magazines
Provide discount to customer
Become sponsorship for several activities
E-Bay Services
Breakeven Chart
R
e
v
e
n
u
e

a
n
d

C
o
s
t
s

200000
300,000
400000
500000
50,000 25,000 75,000 100,000 125,000 0
Total variable cost
(RM 1 per unit)
Total fixed cost
(RM 50,000)
Quality (units)
Breakeven point
Distribution
PADINI distribution and retail of its own fashion
labels through 170 freestanding stores and inhouse
outlets.
It has also proudly carried the Made-in-Malaysia stamp
abroad, with its garment exports to Singapore,
Thailand, Brunei and West Asia.
Our service team will follow-up the customers .
Channel of distribution has become one of the most
important factors in marketing strategies. For our
Padini company, what we provide is garments/apparels,
thereby we need the retailers, and distributors and sales
person to go for educate the customer by given the
professional advice.
33.4
37.4
43.0
36.6
0
5
10
15
20
25
30
35
40
45
50
Millions
2000 2001 2002 2003
Past Sales
Revenue
PADINI Past 4 Years
Sales Revenues




Marketing Research
6%
Sales Promotion
27%
General &
Administrative
9%
Human Resource
Development
14%
Sales Force
Expenditures
11%
Advertisement
27%
Miscellaneous
6%


Budget (RM)

Percentage (%)

Advertisement

1450000

27

Sales Promotion

1500000

27

General & Administrative

500000

9

Human Resource Development

785000

14

Sales Force Expenditures

609700

11

Marketing Research

306400

6

Miscellaneous

315000

6

Total

5466100

100

Marketing Budget

Company Gross
And Profit
Account

Padini Years Projections Of Sales Revenues






2005 (RM)

2006(RM)

2007(RM)

2008(RM)

Total costs

12,580,000

18,326,000

17,564,000

15,846,200

Net sales

2625 00,00

28218900

30927900

34948500

Net profit/loss

8420000

9150000

10524000

12458000
26.3
28.2
30.9
34.9
0
5
10
15
20
25
30
35
40
45
50
Millions
2005 2006 2007 2008
Projection
Sales
Revenues
Padini Implementation Plan
Aim Current
Position
Action Start Cost
(RM)
Increase the
sales
Lack of
sales
personnel
Hire 9 more
sales
personnel
December
2005
245000
Increase
professional
training
Ineffective
training
Provide
monthly
training
December
2005

24000
Membership
programme
None Member
incentive
programme
March 2006 80400
Build
corporate
image
Lack of
publicity
Sponsor
events &
advertising
campaign
May & June
2006
1036200
When you think of high quality product
and affordable prices
Think of Padini