Submitted by:

SYEDA MAIDA SHAH BC10-408

SYEDA FAIZA BATOOL BC10-452
TANVEER RASHEED KHAN BC10-680
M.UMAIR KHALID BC10-696
MUHAMMAD SALMAN BC10-743

A STORY
OF
SUCCESS
CHENONE __

Changing lifestyle!
SUBMITTED TO:
SIR MUHAMMAD ALI

PS
TANVEER RASHEED KHAN
Email: tanveerrasheed71@gmail.com
Contact. No 0331-4313402
Case: ChenOne__ changing lifestyle! International quality on local prices
As the millennium takes revolve, the free flow of information, follow-on from the internet and satellite
has resulted in an extensive change in the fashion trends throughout the globe.
ChenOne, a complete family fashion store, subsidiary of Chenab group, (base in Faisalabad, Pakistan
starting their operations in 1974) a kind of store in Pakistan having a complete range of Fashion clothing
& foot wear, furniture, accessories, and bed linens for homes and other apparels. In 1997 at Islamabad
ChenOne opened its first store and then blowout it from Pakistan to U.A.E. Now-a-day it has 18 local and
7 outlets in the Middle East with an annual turnover of Rs 2 billion and with an annual growth in sales
from 10-15%. With the target of opening 50 stores in Pakistan by 2015, they also started franchising in
2014 with conditions of required capital 12.5 million and strong company background (M. Asim Branch
Manager Lahore).
Chenab is working as a leading manufacturer and exporter of quality home textile products and apparels
worldwide, Making a vertical expansion in business, and working with highly equipped unit and
technology, today they are capable of processing and converting into made ups and garments more
than 85 million meters of fabric per anum which resulting more than 8 billion annual turnovers.
Providing extraordinary quality products in textile, now they making a new mark of success in growing
retail trends in Pakistan, they step it up and started ChenOne.
The concept of opening an outlet was not only efficacious but was also a cradle of getting recognition in
Pakistan. One more key object for approaching the Pakistani market was to cater to the local
consumers, who buy international brands and seek good quality. The tremendous success and
acceptance of the idea reflected the maturity of their customers on one hand.
By targeting the high-income customers, they are serving them with the products which actually worth
their prices. Its officials believe that if they cater to that class by reducing the prices of their product,
they would have to compromise on quality which affects their brand image. Applying the concept of one
stop shop experience they are facilitating the whole family under one roof with desired product of
customers. Also planning to target middle income group in franchising.
Basic reason of its success or competitive advantage is its brand equity. Constant R&D Investment,
Skillful advertising, excellent trade and consumer service they will maintain or improve its brand
consciousness, superficial worth functionality and progressive relationship. Having a price and occasion
led presentation techniques of products, educated employee, efficient customer services and
advertising strategies make their success level upgraded.
Unique store interior design, well trained employees and efficient customer services make ChenOne
different from their competitors. . All the stores are designed in a way that you can look to the last
corner of store while entering in it. For training their employees they organize training workshops and
refreshing courses after every 2-3 months..
ChenOne has two kinds of supplies. The first one, consumer's orders, is limited to certain merchandise
and is rare and second is normal routine orders. Open to Buy (OTB) process at Chen One is on a daily
basis. Every day by automatically filling data in the Point of Sale system they sent this to the head office.
The inventory is restocked as soon as the stock level goes down. Chen One has its own supply chain
management, distributor and suppliers. The notes issued by the suppliers are signed by the warehousing
department and the same note is signed by the supervisor at the outlet when the stock is received. The
Goods Received Notes (GRN) and the Inter Transfer Notes (ITN) are linked with one another. A return
receipt or note is packed in the cartons which are sent back.
The regional general manager Lahore Yasir Chaudhry says that the bands they offer are not only rare
but also demanding by the customers. People come and share their ideas and on that basis the make
the brand but also import them. Brands offered by ChenOne are Ci.Gi for western dresses, Pretty fit in
shoes, 6BEEPI in kids wear and Dunlopillo in bed linens for homes and other apparels.
He also said ChenOne was the first fashion store of its kind opened in Pakistan. By facing a strong
competition both inside and outside the mall operations, COTTON N COTTON, CAMBRIDGE and
HANGTEN are its major challengers in mens wear. For home fashions and accessories, it competes
against IDEAS and HABITT and in the children's section; its rivals are ZUBAIDA'S MOTHER SHOP, BUMBLE
& BUMBLE, and MUSHROOM'S. But Chen One has an edge over all these because of its huge assortment
in the above areas.
According to the operational manager of ChenOne (Gulberg), MUHAMMAD ASIM, ChenOne is not
competing for its existence, he says that brands offered here are not available anywhere else in
Pakistan. Offering better services, superior environment and high level quality which cant be compete
easily. by using the word luxury products they really mean to it and Provides the right value for
money to their customers In order to make people aware about their products, they communicate what
they deliver and significant attraction for a customer is its extensive range of products. Loyal customers
are given a lot of importance and for retaining them they issue loyalty cards and offer other benefits
also. The prestige club makes it more attractive for customers it not only gives them discounts but also
priority invitations to different programs, gift exchange services, free ChenOne life style magazine,
special seasonal packages, birthday gifts and free home delivery. Making it more smoothing they started
Interior Consultancy which helps to take recommendation by highly qualified, experienced &
professional designers solely for consumer pleasure.
Considering ChenOnes current evolution in the retail industry, it is forced to expand its business.
ChenOne is making many new strategic plans. Another major step, which Chen One is about to take, is
going into electronic retailing. With the help of e-tailing it can cater to not only those Pakistani
customers who cannot access outlets, but also a lot of customers round the globe. This might take some
time, but eventually will be the pioneer to introduce e-tailing in Pakistan
Sources:
Muhammad Asim Operation manager of ChenOne Gulberg Branch (contact: 03237778041)
Yasir Chaudhry Regional Manager Gujranwala
http://en.wikipedia.org/wiki/Chen_One
http://en.wikipedia.org/wiki/Chenab_Group
http://tribune.com.pk/story/499280/guilt-free-shopping-chen-one-to-boast-200-more-stores/
http://www.ChenOne.com.pk/