GLOBAL MARKETING

ASSIGNMENT POST MID TERM

DENIM CUSTOMIZATION

FURNISHED BY

YAAMINI A PRIYA R KEERTHANA A PRAVEENRAJ T NITHYA KUMARI A

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, CHENNAI MASTER OF FASHION MANAGEMENT - SEMESTER III

TABLE OF CONTENT:

S.NO. 1 2 3 4 5 6 7 8

TITLE EXECUTIVE SUMMARY COMPANY OVERVIEW MARKET ENVIRONMENT MARKETING & SALES STRATEGIES TEAM COMPOSITION OPERATION FINANCIAL PLAN RISK ANALYSIS & MITIGATION

PAGE NO. 3 5 7 9 10 11 13 15

CHAPTER 1 EXECUTIVE SUMMARY

Transfigure, brand cum retailer, has been evolved to serve the society as per their need. Initially the industry is to establish the new concept in Chennai. Here we have the retail outlet displaying various collection of Denim in various fits, style, colour and different materials. Customers are welcomed to select their trendy garments and they can configure their different types of denim washes and finishes from the pamphlets which we have in the store. Those configuration has been received by our fashion consultant. Estimated price of the garment and delivery price will be assured to the customer. Customer profile will be registered in the CRM database.

Out value chain process is effective in such a way information from the retail end will be transferred to the warehouse. From the warehouse finished goods will be produced by the linkage having with the manufacturers and packing will be done in the warehouse. Packed goods will be delivered to the customers residence.

Brand loyalty will be provided by the firm and assure that customer shall be delighted by our quality product and service.

Our firm has planned to attain the profitable turnover for the initial investment of about Rs.75 lakhs within a short duration of time. We have planned to achieve a sales of about 1000 Jeans a month which will revenue to Rs.1 crore.

CHAPTER 2 COMPANY OVERVIEW

Transfigure is a retail store which displays various fits and style of denim garments. Customer shall come to the retail store and select their fit and style of the denim garments and further they can configure the denim washes as per their need. Design consultant in the store will receive the customers configuration and negotiate with their preference and finally end up with the estimated price money. The customers are requested to pay the cash/invoice and they will be intimated with delivery time to their home. Product will be delivered to the customer with their appropriate requirement. Thus the denim configuration is done to the customer with brand loyalty.

We treat out customer in a luxury status in the way retail store, receiving their requirements and delivering the product to their home in a luxury way via car and conducting loyalty programs for customer with celebrities.

One of the partner, X1 has denim field experience and X2 has relevant business (retailing) field knowledge and X3 has garment designing experience.

Vision:

Our vision statement is 100% satisfying the customer with respect to their configured denim and serving them in a luxury manner.

Mission: 1. Creating brand awareness with proper advertising strategies. 2. Attaining profitable turnover within short duration of time from the initial investment. 3. Managing the order quantity. 4. Customer relationship management has to be managed by the data base and conducting loyalty programs.

CHAPTER 3 MARKET ENVIRONMENT

Location Chennai Age Group 18 to 60 yrs Customer Upper class-High income people (IT employees, Celebrities, College students)

Trend: Booming sector where everybody wearing jeans but it is not making any difference to show off our style and look. To make difference in our jeans wear, customers will make step ahead to approach us.

Competitors: There is no competitors in configuring jeans but some retail giants have the power of entering into this field. They may offer in lower price to attract mass market.

Opportunity: Huge scope in capturing high profile customer.

 Configuring jeans is a new concept in market which has better scope. Branding strategies shall be implemented legally in order to increase the brand equity and making the costumers more loyal to the brand.

Threats: Matching the configuration with the customer requirement is a challenging job. Managing the consumer complaints

Delivering goods to the customers residence is a challenging job (safer, cheaper and faster)

CHAPTER 4 MARKETING & SALES STRATEGIES

 We are projecting the brand in a luxury sense.

Branding strategies with legal procedure by registering Monogram, Logo, Name and other branding elements.

Brand Promotion with Celebrities. Retaining the customers with loyalty programs. Additionally we sell denim accessories as add on to the configured jeans. We promote the sales in print media high fashion magazine. Distribution channel located from the warehouse to the customer residence is effectively managed using Critical Path Method (CPM). Upgrading the product as per the denim trends will be developed by designing department with IP rights. Price of the product will be high which shall be affordable to the upper class market and to reduce the crowd and to develop the Brand. Follow-On the order for respective customer are effectively managed without any discrepancy. CHAPTER 5 TEAM COMPOSITION

Partners: X1, X2 & X3 Suppliers: ACL Ltd. & Pearl Fashion Chennai in contract basis. Human Resource: Store Incharge 4 Fashion consultant 4 Security 2 Transporter 2 Warehouse manager 1 Warehouse helper 2 Partners, X1 has denim field experience and X2 has relevant business (retailing) field knowledge and X3 has garment designing experience.

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CHAPTER 6 OPERATION

Where, - - - - Information Flow Goods Flow C1, C2, C3 are customers

Our supply chain linkage as follows

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 Sufficient Retail floor space provided for shopping Logistics activities are effectively managed with respect to fast, cheap and safe. Employee benefits and Training are given Good relationship with the denim suppliers ACL Limited and Pearl Fashions and also with the accessories suppliers. Effective software are used to simplify the process in information storage and sharing.

CHAPTER 7 FINANCIAL PLAN

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3 partners Equal Share (25 lakhs per partner) 2 Outlet: Advance Rs. 8.00,000 and Rent - Rs. 40,000 Visual Merchandsing - Rs. 5,00,000 Warehouse: Advance - Rs. 1,00,000 and Rent - Rs. 10,000/month Inventory Cost (5000 pieces of garments) - Rs. 39,37,500 Store Incharge (4) - Rs.40,000/ month Fashion consultant (4) - Rs. 1,00,000/month Security (2) - Rs. 20,000/month Transporter (2) - Rs. 20,000/month Warehouse manager (1) - Rs. 30,000/month Warehouse helper (2) Rs. 20,000/month

Projected Turnover:

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If we take average price of the denim garment is Rs.10,000. Then, Minimum 750 pcs of jeans have to sold in a month to get the initial capital cost. (i.e.) we have to sell 25 jeans per day. Our investment of procuring denims will start once in every 3 months as per the sales and trend. If we move our sales in this progress we shall be achieving the profitable turnover of about 96% including monthly expenses.

Monthly Money Circulation (Expenses): Human power Rs.2,10,000 Maintenance Rs.50,000

Three months Money Circulation (Expenses): For advertisement and Stock Stock Rs.20,00,000 Advertisement Rs.5,00,000 CHAPTER 8 RISK ANALYSIS & MITIGATION

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 Competitiveness from big industrial giants. Meeting 100% satisfaction with our customer. Retaining our customers. Less number of suppliers. Right Time of delivery should be achieved. Serving and receiving the customer complaints. Upgrading the technology as per the business need Managing the human resource with respect to training, attrition and additional recruitment as per the business advancement.

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