FRIDAY, MAY 21, 2010

Chen one PROJECT

Acknowledgement

1st I would like to thank Allah. He gives me opportunity to study in great university. 2nd I would like to thank sir Hanif shahzad for a being a wonderful teacher with a difference. Also for him understanding individual student and motivating them to achieve understanding of a course we all thought fairly to say the least. 3rd I would also like to special thanks to Mr.Ifkar, Mehwish Azam and Lubna Akbar. They were really helpful and really cooperated with me. Who provide me data about the company. And last but not the least I would like to thank our family and friends who arranged for me to go to the company and meet people concerned with my report.

Executive summary

Chenab limited has today 10 local and 7 outlets in the middle east with an annual turnover of RS one billion.chenab limited is a manufacturing giant operating in over seven countries.chenab limited the company holds thirty million share. Chenab is one of Pakistans leading manufactures and exporters of quality home textile products of quality home textile products and garments. Chenabs one of the most popular brand is Chen one. They segment Chen ones market according to geographical location. Chen one target the Middle East upper middle and elite class segment of the population. Though Chen ones cloth is produced in Pakistan.chenab Pakistan maintains the international standard. Chen one cannot provide a better price is affordable by elite class. The cloth is available in three different sizes. In future Chen one sells its outlets to third party. Other competing brands like mens garments (generation), life style, Bed & bath, Ikea, macro, metro and Carrefour have a strong consumer base but Chen ones product features distribution and promotional activities have created huge brand loyalty for which it is still the market leader in Pakistan Chenab with its heavy promotional activities has been able to penetrate the market. But the other producers in the industry are posing a threat towards Chenabs market share.

Table of contents

Chapter # 01..01 to 02 Chen one vision01 Mission 02 Introduction .01 to 02 World wide.. 02 Pakistan 02 Chen one product 02 Chapter # 02 04 to 10 Customer driven strategies 04 Market segmentation 04 Market targeting .. 04 Market positioning 05 Marketing mix strategies.. 05 Product 05, 06, 07 Price 08 Place 08 Promotion .. 09 Slogan 10 Chapter # 03. 11 to 13 Conclusion 12 Market share.. 12 Rivals 12 Recommendation 12 References 13

Chapter # 01

ChenOne Vision: ChenOne Vision 2010 despite obvious cultural and business challenges, ChenOne has experienced success because of its ability to transfer the companys unique culture and effective retailing concepts. ChenOne has realized the potential growth worldwide; by 2010 ChenOne would open several branches in existing and international markets Mission statement-- To be the business house of the first choice for customers-- To be a change leader-- To produce innovative, relevant and cost effective products-- Setting and maintaining high standards-- To earn profit by achieving optimum level of production by using state of the art technologies-- To provide ideal working conditions to employees and to take care in their career planning and reward them according to their skills and responsibility-- To meet social and cultural obligations towards the society being a patriotic and conscientious corporate citizen Introduction ChenOne is a division of Chenab Limited who produces and manufactures textiles and garments from their own in-house cotton growing facilities to the creation of ready made garments. With over 25 years in the industry Chenab currently produces garments for top names such as Tommy Hilfiger, Macy's and Bloomingdale's among others. Chen One's new chain of outlets has been created with the consumer in mind and will carry all of their seven product lines which include home textiles, leather wear, shoes, garments, crockery, furniture and art.. The Group enjoys the unique honor of having almost all textile related processes under one roof. Right from growing highest grade cotton, ginning and spinning it into high quality yarn, weaving it into finest quality fabrics, processing of different quality fabrics in 100 % cotton and various mixed blends and stitching and export of top quality made ups and garments, the entire process is handled in our vertically integrated units.Equipped with the latest imported and highly sophisticated processing machinery, it has a team of qualified technologists and trained labor force numbering around 8000. This unit is producing 200,000 meters of fine quality of fabric (140,000 printed and 60,000 dyed), 25,000 units of textile casual/garments and over 125,000 pieces

of made-ups (household) of international standard daily. Being a quality oriented organization, Chenab Ltd has been winning the Best Export Performance Trophy from the Federation of Pakistan Chambers of Commerce & Industry (FPCCI) consecutively for the last 10 years.Muhammad Kashif Ashfaq, Director of Chenone and Mia Mansha is the chair person of the Chen one. ChenOne is considered one of the fashion outlets that hits the streets and becomes an instant success. Fashion products by ChenOne are featured in leading fashion magazines of Pakistan. The ChenOne kiosks are popular attractions in the Dubai hopping Festival and it is a reputed and well known brand inside and outside Pakistan Out of Pakistan, ChenOne has stores in the following places Abu Dhabi Dubai (Jumeriah) Makkah Bahrain Ajman Sharjah Riyadh ChenOne stores are located in Pakistan in the following places: Islamabad (Opened in 1997) Rahim Yar Khan (Opened in 1997) Lahore (Gulberg branch) (Opened in 1998) Faisalabad (Opened in 1998) Karachi(Opened in 1999) Rawalpindi(Opened in 2001) Peshawar(Opened in 2002) Abbottabad (Opened in 2004) Lahore (Defence branch) (Opened in 2004) Multan(Opened in 2005) Sialkot (Opened in 2006) Gujrat (Opened in 2006) Sargodha (Opened in 2009) Bahawalpur (Opened in 2009) Chen one product Bed Spreads, Bedding, Boys Clothing Furnishings Retail, Childrens Infants Wear Retail, Clothing Accessories Retail Men, Clothing Accessories Retail Women, Department Stores, Furniture Dealers Retail, Girls Wearing Apparel, Handbags Retail, Interior Decorating Accessories, Kitchen Accessories, Linens Retail, Mens Clothing Furnishings Retail, Neckwear, Pants Retail, Shoes Retail, T-Shirts Retail, Womens Apparel Retail, Ladies, Gents, Menswear, Children, Shoes, Footwear, Clothing, Garments, Pants, Shirt, T-Shirts, Tie, Kitchen, Accessories, Furniture, Home Textile, Linen, Bed Sheet, Handbag, Decoration Accessories, Super Store, Departmental Store

Chapter # 02

Top of Form Customer driven market strategies Market segmentation; Chen one is doing Niche marketing because they are further divided the groups into sub groups. For example they are dealing cloths. Cloth is main group and sub groups are men cloth, ladies cloths, infant cloth, girls cloth, kids cloths, boys cloths shirts etc. Urban Rich Urban and Sub Urban Upper Middle and Middle Class Rural Poor Market segment

Population in % Population in million R.S /month Below poverty 40% 8.8 3,000 Poverty 45% 9.9 3,000-7,000

Lower middle class 8% 1.76 7,000-15,000 Middle class 6% 1.52 15,000-50,000 Upper rich 0.90% 0.2 50,000-150,000 Rich 0.10% 0.02 150,000

Market Targeting; Currently ChenOne is targeting Upper Class. In Future ChenOne should offer low priced products in regular range to target the upper middle and middle class, which will give more popularity to ChenOne and increase the revenue. In general they are targeting the potential buyers. Chen one target the Middle East and Pakistan.chen one target the people 3month to 45 ages.

Market positioning; Chen one charge high price but give more benefits. Chen one designed a product according to the customer wants and demands.chen one products occupy a clear, desirable and distinctive place in the minds of the consumers. Marketing mix strategies Product Chen one is dealing a shopping product and specialty product. Product mix of 2010 is Footwear and cloths (Gents / Ladies / kids) Complete Range Cooking Utensils Cosmetics New Born Gift Sets. Designers Jewelry Watches. We are manufacturing a comfortable

clothes .quality of product is important to establish a name in the market. The woman of today world is to keep up with the changing world.chen one has a latest collection of woman wear; footware and bags. We ensure that our quality will satisfy the customer wants and needs. Fashion products by ChenOne are featured in leading fashion magazines of Pakistan. The ChenOne kiosks are popular attractions in the Dubai Shopping Festival and it is a reputed and well known brand inside and outside Pakistan.chen one totally committed for quality. We always assure quality to our customer. Chen ones brands have a growth stage because in future they will open the outlets at different places and target the middle class.

product Category Category Sub-Category Headings

Apparel & Accessories Accessories Handbags Retail

Neckwear

Clothing - General Clothing & Accessories Retail Men

Clothing & Accessories Retail Women

Pants Retail

T-Shirts Retail

Footwear Shoes Retail

Family & Community Children & Child Care Boys' Clothing & Furnishings Retail

Children's & Infants' Wear Retail

Girls' Wearing Apparel

Home & Garden

Accessories - General Linens Retail

Bedroom & Linens Bed Spreads

Bedding

Linens Retail

Furniture Furniture Dealers Retail

Housewares Kitchen Accessories

Interior Decoration Interior Decorating Accessories

Shopping & Specialty Stores Apparel & Accessories Handbags Retail

Men's Clothing & Furnishings Retail

Neckwear

Pants Retail

Shoes Retail

T-Shirts Retail

Women's Apparel Retail

Stores - General Department Stores

Garments Stores

Home Stores

Brand Equity: Brand Equity Brand is name, sign, design or combination or theme to differentiate from other competitors. With the help of continuous R & D Investment, Skillful advertising and excellent trade and consumer service, ChenOne will maintain or improve its brand awareness perceived quality and functionality and positive association. Leading companies based there growth on enquiring and building there brand portfolios like ChenOne. Price Chen one set a skimming price to generate revenue.chen one deal a life style and designed product because its life cycle is short thats a reason they charge a high price.chen one pareesa lawn range is from 2000 to 2300 Rs / suit Chen one gives order and makes furniture like beds and sofas for hotels. Woods quality is good thats the reason they charge high price. company carries out research on competitors price and brand loyalty when it feels extreme necessity of changing price MANUFACTURING IMPROVEMENTS -- New material handling system (Switch Track)-Introduction of full and semi automated sewing for small parts-- A revamp of our current pressing facility with the introduction of vacuum pressing tables-- CAD for pattern making, cloth utilization and cut makers-- Automatic fabric spreading machines-- Introduction of 'Servo Cutters' to increase accuracy of cutting-- Cutting - Computer Aided Manufacture (CAM)-- Pocket Setting for Shirts-- Belt loop attach for casual trousers-- Digital employees efficiency control system-- Statistical quality control checks-- Eton 2002 fully computerized unit production system-- 600 machines with various functions such as lock stitch, safety stitch, chain stitch, hem stitching, pin pleat, pin tuck, zig zag, button hole, button sewing, auto stud, chain stitch and blind . Place Chen one using a indirect channels. Chen one extends its outlets all over the Pakistan and world wide. In world wide they target the Middle East and Europe. In Pakistan there place is very potential because there quality product is good and they consider the customer wants and demands. They introduce the seasonal clothes which prints are very unique and latest.thasts the reason there place is good.chen one maintain the international and national standard and keep in mind to culture thats the reason there place day by day increase. Chenone has today 10 local and six outlets in the Middle East with an annual turnover of Rs 1 billion. Chen one is associated with honorable places. President House Holiday Inn, Islamabad PSL (Pakistan Services Limited) Prime Minister House

Best Western Hotel, Islamabad Royal Palm Golf & Country Club, Lahore. governor House, Lahore Islamabad Club Pakistan Steel, Karachi Sindh Club Karachi Serena Hotels Artillery center, Attock Pakistan Military Academy, Kakul

Promotion Chen ones Presence in Media TVC Electronic and print media. When Chen one introduce its latest product. They organize the fashion shows. They print out the fashion magazines. Seminars and exhibitions are regarding latest fashion. There has been a scheme at ChenOne stores whereby buyers making purchases for over Rs 2,000 are given a coupon for the lucky draw. Under the same scheme a family from Karachi visited ChenOne in Lahore and won a Toyota Corolla car. The facility to buy such a wide range of products under one roof compels a person to say that ChenOne is a store for the whole family. Superior quality and attractive prices will encourage the people, accustomed to 'foreign products' to switch over to ChenOne without compromising quality. Chen one earns a $1.3 million profit on $24.5 million in revenues. Chen one offers a free home delivery and offer special discount. Following are the key points to increase sale Assurance of consistent quality Surety of on time delivery Competitive rates Cost efficiency Better service to the customer Better communication development with customer Customer Service: Customer Service ChenOne always Strive to provide exceptional customer service, a characteristic unique to our chain. The secret of successful retailing is to give your customers what they want. People at that time would feel proud by shopping at ChenOne, with a fully equipped customer care desk. Helping people make a difference ChenOne should be designed to save customers time and money, while providing a unique shopping experience, through efficient operations and valuable solutions. ChenOne should make its return and exchange policy highly acceptable for its customers. Annual Sale Targets: Annual Sale Targets Annual growth of 15 to 20 percent

Other Business: Other Business Restaurants ChenOne Malls Slogan Changing lifestyle

Chapter # 03

Conclusion

The textile industry of Pakistan has a wide range to attract internationally or nationally customer. Pakistan is the 4th largest country to produce fine cloths. Chen one is at a piece which is not affordable to most of the people in the country. Designer clothes are an uprising in Pakistan as a greater portion of the population, both male and female, are now more style conscious. As a multinational company chen one has been able to skimming the market with different size of cloths, gents, ladies and kids, international standard and high quality design, as a product. Chen one has been highly successful over the years. Overall with its marketing activities Chen one has been successful brand. Research shows that Pakistani customers are highly attracted to this sort of offers like discount, gifts and loyalty brand. Thats the reason Chen one in future will target the upper middle and middle class. Marketing share Chenab holds 30 billion market shares. Rivals Competition Current Individual Competitors Shoes (Marie Claire, etc) In terms of Prices Mens Garments (Amir Adnan, etc) Excellent styles & regional presence Ladies Garments (Generation, etc) More cultural & society focus designs Bed Linen (Life Style, Bed & bath etc) Better prices Furniture (Several new stores) Better prices with quality International Players (Ikea, Macro etc) Expected Competitors International Players (Ikea, Macro, Metro, Carrefour etc) This has a resulted in cutthroat competition in the market. This industry is highly competitive but the market is expansionary. Locally, there are large members of garment manufactures and some of the wearing and knitting units that are our main competitors. However, the market size is large enough to provide room to all the players. The competitors mentioned above are manufacturing almost on the same product line and they have good image in the local as well as in the foreign market. beside all this facts the companies are doing good job but they are bit expensive and these garments, which are made by these companies, are mostly approach of ordinary people because their price are high. Recommendation Chen one needs to increase the outlets all over the world and also Pakistan. Chen one should target the middle class. Chen one should increase their promotion through advertising, TV and internet . Product more emphasis has to be placed on promoting the product and increasing the brand awareness and brand recall rather than trying to modify a product this is already doing quite well as per expectation, objectives and targets set by the company. Long term suggestions are such that we feel Chen one should look more ideas as are available abroad. References http://www.phonebook.com.pk/Dynamic/CompanyDetail.aspx?Comp_ID=33614

http://business.goldsea.com/Chenpehong/chenph.html http://en.wikipedia.org/wiki/ChenOne http://www.ameinfo.com/298.html http://www.brecorder.com/index.php?id=296240&currPageNo=1&query=&search=&term =&supDate= http://www.pakistaneconomist.com/issue1999/issue30/f&m5.htm http://www.authorstream.com/presentation/aSGuest38126-324993-vission-2010-asimidea-business-finance-ppt-powerpoint/

Posted by shahid at 5:57 AM

ChenOne steals the show at Indian exhibition

KARACHI: ChenOne has stolen the show among the all local brands in India at the recently held exhibition Lifestyle Pakistan aimed at enhancing bilateral trade and normalizing relationship among traders and governments of the two neighbors. It was first ever showcase of top quality export products of Pakistan under one roof in India, which was an initiative of Trade Development Authority of Pakistan (TDAP) to build up efforts of the governments of Pakistan and India to normalize trade between two countries. With a trade potential of billions of dollars between the two countries, the event went a long way to maximize the interaction between the trade communities of Pakistan & India. This well organized and properly looked after exhibition gave the firsthand opportunity for customers to feel and own the best quality products of Pakistan. More than 100 renowned lifestyle brands, fashion & Interior Designers participated in the Lifestyle Exhibition from 12th April, to 15th April, 2012, according to the Pakistan delegates visited India. The rush of visitors was seen at ChenOne Stall despite of the fact that ChenOne participated first time in this cross border venture with India but the response it received was overwhelming. It was amazing to note that the ChenOnes brand was already known in Delhi because of its presence in GCC countries and particularly Dubai. Especially ChenOne premium Lawn Pareesa stolen the show, besides its well-known Bed Linen earned a wonderful response and demand. ChenOne also participated in a Fashion Show widely attended by the elite of both the countries from the public and private sectors by showcasing its Pareesa Lawn, styled by Sahar Atif. The Fashion show was held at Hotel Taj Palace, Delhi. The significance of ChenOne Fashion Show was concluded by performance of famous singer Ali Zafar. Mian Muhammad Kashif Ashfaq, Chief Executive, ChenOne Stores Limited, personally represented his group and participated in the event along with their team of Executives, professionals and designers.

Besides sales at stall there were no of queries received from the potentials business and retail houses. I strongly recommend the continuity of such events, as this will not only increase the bilateral business and social relations but also will play a pivotal role in building confidence on both sides, he added. The love and affection we all received there is memorable. It will be worth mentioning to highlight the efforts of Tariq Puri, CEO TDAP, Shahid Malik, High Commissioner of Pakistan in India, Ministry of Commerce, Pakistan and Indian ITPO (India Trade Promotion Organization that made every possible effort to make the event successful.

http://www.dailytimes.com.pk/default.asp?page=2012%5C04%5C24%5Cstory_24-4-2012_pg5_6