Chre Amie

Yes We Care

A Ferns n Petals Venture

Chre Amie

Corporate Mission


Corporate Vision


To provide quality based value driven products and services to our customers To cater to their valuable emotions and instigate a Yes I care feeling

To be the best in terms of consumer value, customer service, employee talent, & consistent and predictable growth and thereafter being the biggest player in the market.

Chre Amie

Business Concept
 

The idea of the venture is retailing in gift items. All manufacturing is outsourced and entered into contracts with vendors. Certain standards imposed upon them regarding Quality, Timing of Delivery of Products, etc. to ensure customer satisfaction The items to be sold through our exclusive retail stores Chre Amie after Re-branding.

Chre Amie

Market Summary


Market value of the Social Expressions Industry 5 years ago was Rs. 100 crores and currently is valued at Rs 500 crores, a 400% rise. Experts expect growth of the industry to be around 10% pa. Organised market commands 60% share. The key players include Archies, Vintage, Expressions which occupy 70% of organised market.

  

Chre Amie

RECENT DEVELOPMENTS


Gifting isnt an expression restricted to individuals. Even Corporate India is falling prey to its charms and seeking out innovative products that match their brand identity. Last January, Archies entered into a license agreement with Hallmark Cards, Inc, a $4 billion company & global market leader in Social Expressions, to bring exclusive Hallmark retail outlets across the country. Introduction of quality control regulation which has reduced the flow of Chinese Products in Indian market.

Chre Amie

Investment plan


Working on an outsourcing model-capital investments in creative design team, brand building and information technology. 20 Exclusive stores in 5 metros namely Delhi(5), Mumbai(5), Chandigarh(3), Pune(3), Bangalore(4). Overall Investment Expenditure Per store establishment expenditure Rs7 lacs Legal Expenses Rs 1 lacs Promotional Expenditure Rs 10 lacs

Chre Amie

Initial Expenditure per store Rs 7 lacs

   

Store Rent Rs 80000-90000 Interiors and Infrastructure Rs 3 lacs Development Authority Expenditure- Rs 50000 Initial Inventory Rs 2 lacs

  

Staff salary & Rent Rs 1 lacs Utility charges Rs 20000 Added Inventory Rs 50000

Chre Amie

Expected Revenue
For the 1st six months Rs 2 Lacs per month After six months Rs 3 Lacs per month

The management expects to Break even in six months of Operations. Company may plan for Franchisee Model once break even attained.

Chre Amie

SOURCE OF FINANCING
Retained Earnings Rs 50 Lacs Bank Loan Rs 1 Crore from State Bank of India @ 12% pa fixed repayable in 3 years. Inventory purchase mostly on short-term credit terms.

 

Chre Amie

SWOT Analysis


Strengths
Established floral boutique (A part of Social Expression Industry) with goodwill in the market. Well set-up distribution network. Extensively set-up online market(70%). Good knowledge of domestic market and consumer behaviour. Large funds available at disposal.

Chre Amie

Weaknesses
Lack of exposure in retail segment distribution (Company previously believed in Franchisee based and online distribution.) Skilled workforce for the field may not be there in the company and new employees take time to understand work culture.

Chre Amie

Opportunities
A gift for every occasion and an occasion for every gift. Gifts are a necessity for the younger generations to express their feelings that match their everyday moods Increasing customers profile - with rising income levels. Rising demand for ostentatious and distinctive goods among the young crowd. India, with its festival-dotted calendar, is a gift-company's paradise. A more liberal view of western cultural practices.

Chre Amie

Threats
Established large market players who control majority of market sales. Technology as a Communication medium-SMS,MMS,E-gifts etc. Customer loyalty towards reputed brands such as Expressions, Paper rose, Vintage, etc. Growing unorganised market with mushrooming Chinese brands at local kiosks. Rising outsourcing costs.

Chre Amie

TARGET MARKET


Teenagers
Constitute 40% of organised market Consists the proportion of population that doesn't require any occasion to express their emotions.

 

Housewives Children

Chre Amie

POSITIONING
 

Target Customers Youngsters and Housewives Benefits Premium Quality and Innovative products Price 20% Premium Value proposition To deliver customer service that is completely beyond the realm of customer expectation.

 

Chre Amie

Positioning Statement


To young vibrant consumers who wish to give the best appearance to their emotions and attach a genuine soft touch to their feelings, Chre Amie is the paradise. By offering broad and shallow product assortment and high value added.

Chre Amie

Product Mix & Assortment



Generic Range
Soft Toys Fashion accessories Personalised mugs Key chains

Branded Range
Chocolates Perfumes Cards T-shirts Pens Wrist Watch & Wallets

Broad and shallow assortment policy Featuring surprise, ever changing brands that are not available at competing retailers.
Chre Amie

PRICING
 

Pricing objective is to capture the niche market 20% premium policy shall be followed since the price sensitivity of demand is low and most of the items come under ostentatious goods. Perceived value-pricing.

Chre Amie

Promotion
   

Hoardings at common places and youngster hang-outs. Frequent-Shopper reward programmes Shopping hours Providing free Ma-Vida (My life) glossy booklets at colleges & schools. Training staff to Greet customers, interpret their needs and handle complaints.

Chre Amie

Competitive strategies


We identify ourselves as a market challenger and not a market follower. With a view to gain market shareFlank Attack- discovering the needs left untouched by the competitors.

 

Push for lower prices from suppliers Catering to lower middle income group by offering relatively low prices.

Chre Amie

Services and Store Atmosphere



Pre-purchase services
telephones, mails, advertising, window-interior displays, shopping hours, fashion shows etc.

Post-purchase services
Gift-wrapping, adjustments, alterations, etc.

Ancillary services
Baby-attendant services.

Store-AtmosphereRetail-Theatre concept Customers feel they are in a romance novel, with lush music and faint floral scents.

Chre Amie

Not just Goods.Its an Experience

 

Turning store in Fun filled space Touch Kiosks through which the customers will be able to Access Internet. AAA Anytime, Anywhere, and Always.

Chre Amie

Place Decision
 

LocationLocationLocation!!!!! Stores in areas with rapidly growing number of young families. In Key shopping malls and nearby main campus in the city. Anywhere for people who have easy access to internet.

Chre Amie

Goals and Objectives



Short term goals Acquire Break even in six months. Creating Brand presence in the market. Long term goals A competitive share in the market. A stable rate of return of 12-15%. No. of retail outlets from 20 to 50.

Chre Amie

Thank You
  

Saket Kabra Siddhant Jain Suvidha Malhotra

Chre Amie