Market Plan

REPORT WRITING
Market Plan Services

Submitted By
Goal Diggers
Faiza Tanveer MBA Executive
Mahnoor Khalid MBA 3.5
Noor Fatima M.Com
Sheikh Hassan MBA
Shafiq-ur-Rehman BBA HONS

NATIONAL COLLEGE OF BUSINESS

ADMINISTRATION & ECONOMICS

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ACKNOWLEDGEMENT
We wish to thank professor Salman Bashir for his encouragement and support throughout
the project it is due to his best efforts and continuous guidance and that we were able to
prepare this project.

We would like to thank Sir. Salman Bashir for giving us the opportunity to work on this
project.

We would also like to thank the NCBA&E to give us this opportunity to explore the valuable
information related to this project.

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CONTENTS

Article I.

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EXECUTIVE SUMMARY
We are introducing a business proposal which is an online tailor service for women. It will be
known as THE STITCHERY?
In this service the customers can easily select design they want to get stitched and place
orders online via our website or app where they can select size or give measurements, and
also they can give special instructions in a given description box. Also they can just select
any dress from any brand listed on our website/application and our agent will then purchase
that dress stitch it according to the clients instruction and deliver the final product at the
door step of our customer receiving the payment upon delivery. Moreover we are
integrating advanced technologies to our tailoring software which will unable the customers
to design their own dress on a virtual 3D mannequin with malleable property and shape
changing tools.
By integrating advanced tailoring software with latest technologies like online
measurement, 3D virtual fitting app with mix and match technologies There is no need to
take any measurement on paper. Customers while they enter into their website they can
design their favorite apparel and check out their finished product in 3D avatar model. This
makes customers to get more satisfied and attract.

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Introduction
E commerce tailoring services
The term electronic commerce or e-commerce refers to any sort of business transaction that
involves the transfer of information through the internet.E-tailoring was coined as an
addition to e-mail, e-business, e-commerc and e-tailing. E-tailoring is tailoring clothes on the
Internet. Short for "electronic tailoring". The hectic urban lifestyle and electronic media
(here internet) is increasing the popularity of e-tailoring
In todays world people are buzzing towards online world.People feel comfortable to shop
from home.
When people buy a suit they search for best tailors in suit designing and they have to visit
tailors shop for giving measurements and selecting the style of the apparel.
However,
Technology introduces online tailoring platform for tailors to boost their business.If tailors
have their own website then it is easy to integrate this tool.
There are many softwares are available which can be used to enhance the service provided
through e tailoring. These havesome special features when compared with other tools in
the tailoring industry provide excellent results and give more satisfaction to customer
In today's situation, online shopping ( E-shopping ) is amazing and quite exciting for internet
users. Because online shopping makes people’s lifestyle even more comfortable and
enjoyable. With people’s fast changing lifestyle & mindset, online business is the ultimate
solution for business people to excel in their business

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Company name
The Stitchery
Slogan:
Stitching the Unstitched
Company logo

Company details
I’m here with a solution for tailoring business with e tailoring to improve customer
satisfaction, excellence ,time management and convenience.
Our proposed startup will make life easy for customers who have jobs or those who just
doesn’t want to go out and visit tailor shops again and again. We will pick up fabric, discuss
design details on phone and whatsapp,, stitch it and deliver it. we will also help with
embroidery. From designer dresses to office wear, formal to informal we cater and
customize all women’s wear.
However to deliver the above we will integrate latest technological software like 3D cloth
designing software which will enhance customers productivity and give them a chance to
fully express their imagination.
the biggest problem the stitchery will solve are time constraints and delivery hassle. All you
will have to do is book an appointment, communicate your preferences, and the staff will
pick it up from your house and deliver within the time mentioned.
Apart from time and delivery problems, another great perk is accountability. One can hold
us accountable if the outcome is not what was desired.
Especially being a part of an urban city, I believe this service becomes one of the necessities.
Reliable and efficient service, what more can you ask for?

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Long and short term objectives and goals

Short Term Goals
 Improve market presence by 10%
 Best efforts to recover the initial cost
Long-Term Goals
 To promote Number e tailoring service
 Increase brand equity and brand awareness
 Develop strong brand image and brand personality
 Position the stitchery as a unique and innovative service
Long-Term Objectives
 To establish a wide brand recognition through the capture of market shares To
become the top market leader in that particular segment within the strong research
and development.
 The company will must continue to research and develop strategy to come up with
new product ideas. Company wants to explore extensive research facilities on
product improvement.
 The company can use its resources and professional expertise to come up with new
ideas that will suit the continuous demand of customers. With aggressive marketing
strategy and product positioning, company will be poised to take the global lead in e
tailoring industry.

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MARKET ANALYSIS
Market description
We are segmenting our market demographically, geographically, and psychographic , in
demographic terms our service is specially designed for women and it will be most
beneficial for women, all those women who work or are house wives and have no time for
revisits at the tailors shop can easily avail this facility, and in today’s online world every one
prefers to purchase online.
Psycho graphically we target women who are brand and life style conscious and also those
who have to maintain a certain lifestyle and our services will make it possible.
TARGET CUSTOMERS
Our target customers are women from all backgrounds. Who want to maintain a certain
lifestyle as well those who do not have enough time to visit the tailors but still they have this
desire to look good and wear nicer clothes but also without putting in much efforts.
Target Market
Company will be utilizing a concentration strategy to determine our segmentation.
Company aware that the cost may prohibit many people from utilizing our services and
know that we must target our promotion according to the mind of customer. The target
market is that they are defining for our brand the stitchery includes particularly middle to
upper middle social class of multan. The target of this brand is the urban areas of the city
and along with that working women and house wives as well.

Geographic Segmentation

Article II. Wo
rld region South Asia

Country Pakistan

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Target market Metropolitan cities (currently in Multan, in future Lahore, Islamabad,

Karachi)

Demographic segmentation
Article III. Ag
e 18 and above

Gender Female

Lifecycle Students married, married with children, unmarried and public and
private working professionals

Income 15000 and above

Occupation Jobs Holders and students dependents( house wives)

Religion Muslims, Christians, Hindus

Psychographic segmentation

Social class Middle to upper middle class

Lifestyle Working women, and corporate sector and Universities ,

house wives
Behavioral Segmentation

Occasion Regular and special occasion

Benefits Quality, economy, convenience and time saving

User status , first time user, regular user (in future make them regular
and potential user)

Usage rate Light user, medium user, heavy user

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Product Attitude quality, convenient, time saving and easier to avail and
reliable

Competitive environment

1. Competitive edge When you start offering your products online, you get competitive
advantage over who are still doing business in a traditional manner.
2. Unique Identity In the Market - Online presence add more value to your status and
put you in the league of modern tailors
3. Offer product customization using 3D Apparel design software which will help gain
unique identity in the market and attract more customers.
4. Convenient Service - Online tailoring helps tailors to provide customers with the
most convenient services.
5. Need to visit It eliminates the need of visiting tailors physical store
6. Services at home it enables customers to avail our services sitting at their
home.

Product Strategy
The company will position itself in the minds of the consumer as:
 innovative
 value added service
 reliable
 qualitative
 convenient service
 time saving
 technologically advanced

MARKETING MIX
PRODUCT/SERVICES
We will be providing online stitching services. Which means The aim of our service is to
bring the tailor shop to the door step of the customer . It is crucial that you have a service
values your time like their own . Our work will be done very professionally and we will

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assure that you will not even have to spend it again for any changes . That’s because we
know how tiring the tailor revisits are.
Price
Price refers to the amount of fortune a customer is willing to pay for a certain good or
service,
We will follow a comparatively low cost strategy with delivery of value added services.
Our price structure will vary from simple to formal. However the minimum price of stitching
a simple basic dress with no embellishments or extras would cost the customer 800 rupees.
However for any additional embellishments or any extras an additional amount of 150
rupees will be charged from the customer, which will be included in the bill and also be
shown at the end of the order.
Similarly to stitch a formal dress the basic price would be starting from 2000 which will also
vary with the number of extras the customer choose to add.
Serial Type of dress Price quantity Payment mode
no
1 Simple shirt 500 1 COD,Credit,debit
card facility
2 Simple suit 800 1 -
4 Formal shirt 1000 1 -
5 Formal suit 2000 1 -

Place
We will provide our services in Multan. Our main office will also bi present in Multan. And
we will cater to only the customers in Multan.
Promotion
Online tailoring business grows with your existing customers, social network fan base
& internet users. Your tailoring store needs to spell your business services with its ultimate
design & development. This is not enough to grab your customers. Grabbing the customers’
means, we need to do actions without fail if we want to build reputation and trust
We will promote our services by
Distributing leaflets at certain points
By sponsoring girls events
By sticking posters

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Using social media platforms like face book, YouTube, instagram

Process
We are providing e tailoring services the aim of which is to bring the tailor shop at the
doorstep of the customer.
Today, customer loves to use apparels which they have designed. So, if we are allowing our
customers to design their apparels with their own creativity, then we are not only increasing
our business revenue, but we are aslo building a strong customer base.
In order to do the above we have incorporated a 3D apparel design software. which is a
powerful software in various fields like clothing , tailoring &fashion industry . Online
tailoring has been adopting these technologies in order to optimize the measurements ,
design and fabrication process to satisfy the needs of the customer . It enables both the
tailor and customer to take professional measurements and to access posture and body
shape for making unique modifications to the garments . our app will allow the customers to
choose fabrics from samples . With the help of 3D cloth design software customers can
customize their apparels according to their own creativity . After designing the apparel
different adjustments can be made on apparel .this is possible by using control points of
deformation in the designed apparel and the final product or outcome can be seen on a
virtual mannequin. After viewing the final result if the customer is happy with it they can
review and submit the design and our team will process it further complete it and deliver it
to the customer.

People
This includes everyone who is directly or indirectly involved with the STITCHERY. But all
these peoples have their own roles to play in production, Marketing, and delivery of services
to the customer.

Physical evidence
This is the elements of the marketing mix in which the customer can actually see or
experience the services of our company. It includes our brand Image in the minds of
customer, our stitching quality, quality of fabric, delivery and our behavior with customers.

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BRANDING

Brand Name “the stitchery

Brand Mantra stitching the unstitched
Logo

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METHODOLOGY AND DESIGN

Our service is designed into three major categories
1- Stitching the unstitched
Where we will pick up the fabric from the customer and they will provide all the basic
information like measurements, address andWe will pick up the unstitched fabric from the

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customer , stitch it ccording to the instructions and then deliver it within the set time period
to the customr and recive payment upon delivery

Availing of the stitchery services is so easy. Just follow the simple steps to get your dream
attire.

Step 1
Choose design

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STEP 2
GIVE MEASURMENTS

Step 3
Review and submit
CHECK ALL THE MEASURMENTS AND DESIGNS BEFORE CONFIRMING YOUR ORDER
Step 4
Address and payment detail

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2- buying the fabric and stitching the unstitched

In this service the customer will be able to choose from a vide range of brands available on
our website or application choose a dress, choose apparel design give measurements and
leave the rest to us, our agent will purchase the dress and our team will get it stitched
according the instructions and deliver it to the door step of the customer.

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3-3D Designing software

The unique aspect of our service is that we let the customer use their own imagination to
design their own apparels and we will bring those designs into existence. It will provide
more satisfaction to the customer and also attract more customers.

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Section III.1 How the stitchery application Works

STEP 1

STEP 2

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STEP 3

STEP 4

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STEP 5

STEP 6

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SWOT ANALYSIS
Strengths
The service is unique
And no other company offer this type of service in Multan
Visualizing your imagination
At the door step of customer
It is always open

Weaknesses
It requires large amounts of investments
Delivery time and shipping costs may sometimes be a deterrent.

Opportunity
Unique product
New market
New business idea

• No competitors
• Visualizing your creativity
Threats
It requires large amounts of investments
I managing an e-commerce require time, effort and investment
Increased competition
Lack of confidence.

Estimated Cost of the Project

This section will offer a financial overview of The STITCHERY as it relates to the
operating and marketing activities.

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Financial Plan
Job Analysis

Job Title No of Job Description Job

Employee Specification
s
Manager They also are liable Degree in
Accountant for the management M.com Able
supervision etc 3 to mange
account and
supervise
Semi skilled Delivery Hard workers
workers collecting material and skilled
30
Skilled workers He would be able to They must
30 handles machines have to
and other technical
equipments skills
responsible for
stitching

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Compensation Plan
Compensation Plan

Designation Number of Monthly Salary

employees
General Manager 1 50000 only
Finance Manager 1 40000 only
Manager logistic 1 35000 only
and sale
Sales officer 2 15000 only
Accountant 1 15000 only
Tailors 20 15000

Estimated cost of Project

Capital cost of the project PKR

Vehicles Rent cost 500000

Building Rent 175000

3D software development cost 5,00,000

Embroidery and sewing machines Cost 500000

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Variable Cost
Packaging Cost 150000

Utilities(internet, electricity, gas bill etc) 2,00,000

Embellishments 5,0000

Marketing cost 3,00,000

Total cost 2830000

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