Marketing Plan for:

AL EMIRA ABAYA

Written by:
(Sheraz

Hassan , Muneeba Sajid, Faryaal Shafqat)

(APCOM)

Private and Confidential

(Date 10 Jun 2016)

Private and Confidential

Marketing Plan for Al Emira Abaya

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Table of Contents
Executive Summary................................................................................................3
Company Description.............................................................................................4
Strategic Focus and Plan........................................................................................5
Mission/Vision.........................................................................................................6
Goals.......................................................................................................................7
Core Competency and Sustainable Competitive Advantage.................................8
Situation Analysis....................................................................................................9
SWOT Analysis.....................................................................................................10
Industry Analysis...................................................................................................10
Competitor Analysis..............................................................................................10
Company Analysis................................................................................................10
Customer Analysis................................................................................................11
Market-Product Focus...........................................................................................11
Marketing and Product Objectives........................................................................11
Product and Service Descriptions.........................................................................11
Marketing Program...............................................................................................12
Sales Process and Impact....................................................................................13
Financial Data and Projections.............................................................................14
Marketing Organization.........................................................................................15
Implementation Plan.............................................................................................16
Evaluation and Control.........................................................................................17

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Executive Summary
AL Emira is a new Abaya Boutique that caters for different variety of Abaya /
Hijaabs and related Scarfs stuff. As our name suggests, our focus is to provide
attractive designs which should feel the women proud to fulfill her social and
religious needs. The various colurs and stuff will certainly attract the customers.
We plan to launch the product with exciting offers and sales promotions. The
market will certainly attract the product being unique and innovative. The
launching is planned in Mid June 2016 with a single store followed by expansion
keeping in view the response of the customers.

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Company Description

1.

Al - Emira product will be sold mainly in a single boutique with a different

variety of Abaya. The Company will certainly keep a close eye on sales ,
production cost and response of the customers. The cost will certainly be
reduced with the increase of production with the passage of the time.
2.

The key message associated with the New Look line is classy, upscale,

versatile, and expensive clothing. The company's promotional plan is diverse and
includes a range of marketing communications. In the future, the company hopes
to develop lines of accessories for men, women, and children.
3.

Al - Emira not only develops the clothing line, but supports it with

advertising and promotion campaigns. The company plans to strengthen its

partnership with retailers by developing brand awareness. New Look intends to
market its line as an alternative to existing clothing lines, and differentiate itself
by marketing strategies, exclusiveness, and high brand awareness.

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Strategic Focus and Plan

The Strategic Focus and Plan sets the strategic direction for the entire
organization. The strategy revolve around customer value and satisfactions.
Fllowing essential plans will set the course of company strategic direction in
future course of action.
1.
Segmentation.
2.
Targeting
3.
Positioning
4.
New product pricing straegy
5.
Launching technique
6.
Marketing management
7.
Marketing strategy
8.
Product mix marketing strategy
9.
Pricing Strategy
10.
Marketing Distribution Channel and Channel design
11.
Advertising Strategy
12.
Retailing

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Vision
AL-Amira Abaya endeavors to develop strong customer value and satisfaction by
delivering a quality product making women proud to wear Abaya.
Mission
We wish to be a market leader in the production and distribution of Abaya in
Pakistan with in five year plan
Objectives
Provide the favorite Abaya colours to our customer with matching the
quality of fabrics, designs, stitching and embroidery lid to keep customer
satisfaction.
Inspire today's women, especially providing her elegant appearance
making her proud
Attract quality- and style-conscious consumers
Providing unique, eclectic and affordable product
we intend to generate a fair return to finance continued growth and
expanded community involvement
To provide women with a boutique that offers a comfortable and
approachable environment
To offer a variety of beautiful and high-end fashion accessories
To help women learn what clothing and styles go best with their unique
personalities

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Goals
Our goal is to provide cost effective and customer value product. By doing so we
will set sets both financial and non-financial targets. Our achievement will be in
quantitative terms, where possible, to facilitate measuring the companys future
performance. A critical success factor for Al Emira Abaya is to increase
market share in in related products from 30% within 3 years.

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Core Competency and Sustainable Competitive Advantage

Whereas the mission defines the scope of our business or business unit and the
goals define its strategic performance dimensions, its business unit
competencies determine the means for achieving success which ultimately lies in
customer value and satisfaction.
Al Emira will bring a competitive advantage: Al - Emira competitive advantage
is its large number of cusomers, more than double its competitors, making it
more convenient for customers than any other Brand of similar product.

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Success
Having a good location in a high-shopping area
Quality product and good relationships with vendors
Outstanding customer service
Objectives To maintain profit margins at 10-15% through close attention to
expenses and cost of goods sold
To drive awareness and build sales through mentions in both local print
and the nations top fashion magazines
To earn 80% market share and become the number one ethnic Traditional
wear apparel store
Facilities
Fitting facities
Discount facilities
Gift packing facilities
Credit card facilities
Gift voucher facilities
Also provide in the rent system for customers specially bridals with Scarf
and Hijaab

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Situation Analysis
The essence of the situation analysis is taking stock of where the firm or product
has been recently, where it is now, and where it is headed. The situation analysis
is the first of three steps in the planning stage.
Abaya fashion designing trends have grabbed the market mainly with
inheritance from Gulf and KSA
20 % women wear Abaya or Hijaab in different ways due to Islamic
motivation, dust protection, clothes protection and skin protection
AL-Amira launch its special modest and fashion wear collection of all
weather conditions which will attract the target market .

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SWOT Analysis
The SWOT analysis is an effective short-hand summary of the situation analysis.
The acronym is used to describe an organizations internal Strengths and
Weaknesses and its external Opportunities and Threats. This analysis provides a
solid foundation as a springboard to identify subsequent actions in the marketing
plan.
Strengths
Quality product.
Hire experienced staff.
Quality stitching with quality fabric.
Weakness
New comer.
No market share.
Limited experience of customer.
Opportunities
Market is very large and attractive.
Increased demand of high quality product.
Threats
So many competitors.
Continually increase in sale tax.
Economic instability.
Target Market
Currently wearing Abaya is being a trend among Muslim.
Our focus is to provide new style of Abaya for women in this area to fulfill
their need religious, social and economical needs.
Men and children wares
Within five years, we will assess the potential for franchising our
stores in selected locations.
Additionally, as we build our business, we plan to develop our
business all over Paksitan.
we plan to develop quickly and efficiently.
We also see the potential for regional and/or national expansion at
some point in the dresses for kids and men with in five years.
An analysis to identify internal strengths and weaknesses usually includes the
following areas in our Brand:
When analyzing:

Consider:

Management
Offerings
Marketing
Personnel
Finance
Manufacturing
Marketing Plan for Al Emira Abaya

Experience level, management style, size

Uniqueness, quality, price,
Type and scope of marketing plan
Quality and experience of workforce
Sales revenues
Quality and dependability of suppliers
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We will analyse to identify external opportunities and threats usually with the
following factors:When analyzing these factors: Consider:
Consumer/Social
Competitive
Technological
Economic
Legal/Regulatory

Size and stability of market.

Number and size of competitors.
The effect of technology on any facet of the business.
Current and projected economic situation of market.
The effect of legal and regulatory factors on any facet
of the business.

Industry Analysis
The industry of related products of various Abayas, compel us to provide the
backdrop for a more detailed analysis of the competition, the company, and the
customer. At the moment there is a lot of room of maneuver / opportunity and
success. However, with the passage of time, an in-depth analysis will give both
internal and external readers of the plan, a great confidence in the companys
ability to understand its own competitive strength.
Market-Product Focus
Marketing and Product Objectives
Setting product objectives and identifying target market segments significantly
increases the chance that a product will be successful. The objectives and goals
should be stated in measurable terms so that they can be measured during the
program implementation and control phases of the marketing plan.
Target Markets
Because an organization cannot satisfy the needs of all consumers, it must
concentrate its marketing efforts on the needs of specific niches or target
markets. In describing the target markets, Al Emira Abaya consider why a
particular target market was selected and how the product or service meets the
needs of the target market.
Points of Difference
Points of Difference are those characteristics of a product that make it superior to
competitive substitutes. The greatest single factor in a new products failure is the
lack of significant points of difference. Hence we focused greatly on customer
value and satisfaction.

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Segmentation
Pakistani youth and middle age females.
Middle class to upper class.
Modern ladies who prefer to dress modestly and with fashion designing.
Target Market
AL HIJAB GRAMENTS
Office 8, Waqar Centre, Canning Rd. Rawalpindi Cantt, Rawalpindi.
Dubai Abaya Established in 2008 with the aim of providing good quality
product at reasonable price for everybody in this competitive market,
Located in Saddar.
Marketing Program
Everything that has gone before in the marketing plan sets the stage for the
marketing mix actions -- the 4 Ps -- covered in the marketing plan. Product,
price, promotion, and place (distribution) strategies are all detailed in the
Marketing Program section of the plan.
When describing these strategies. We Included following elements:
Product will be discussed under following headings:1.
Features
2.
Brand name
3.
Packaging
4.
Service
5.
Warranty
Fearures
All the design is based on current trend and up to date: High quality abaya in bright and trendy colors, unique pattern and
awesome stitching styles.
Available in georgette, chiffon, shamoz silk, satin silk.
Can wear on informal, formal events and functions.
Brand Name
Al Emira Abaya is an Arabic name. Al Emira means Hijaab which amply cover
the women and makes her comfortable to move around.
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Type of Product
Al Emira product is a consumer product because
1.
Less price.
2.
Less thinking.
3.
Loyalty issue is not there.
Core Product
Actual product or the core product is Al Emira Abaya.
Augmented Products
The augmented product are the scarfs, ladies related garments and buy one get
one free promotional offer along with a stylish purse.
Channel Design
Intensive Distribution Channel Design
Since we believe that Abaya also fall in the category of convenience
product and is commonly worn. The process of distribution will mainly focus
the intensive distribution channel. The logic of using this strategy is:Through this strategy product can be available at as many outlets as possible.
o This strategy is effective because this product is easily available
where and when consumers want it.
o As potato chips and other similar items are sold at million of outlets,
so they have maximum brand exposure to consumers.
New Product Pricing Strategy
Penetration pricing is the pricing technique of setting a relatively low initial
entry price, often lower than the eventual market price, to attract new customers.
The strategy works on the expectation that customers will switch to the
new brand because of the lower price.
Branding

Brand loyalty is the brand strategy of Al Emira. We believe that

If you already have people that love you, your company, and your brand,
dont just sit there. Reward them for that love.These customers have gone out
their way to write about you, to tell their friends about you, and to act as your

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brand ambassadors. Cultivating loyalty from these people early on will yield more
returning customers -- and more profit for your business.
Packaging
Primary Packaging. Primary packaging is to secure the product.
Packaging Design. The packing will contain a round shaped cotton box which
will be easy to hendle, customer friendly and following promotion will be written
on the shopping bag.

Your choice making you proud

Labelling
Price tags will be embossed.
A scarf and abaya wearing technique will be written.
A picture of full Abaya lady will be made.
Price Range
Price: 2500 - 8000

Price = total cost per unit + mark up price 10 %

Place: Al Emira Boutique at Jinnah Super.

Promotion
We use many ways to promote our services. We decide choose to use.

Pamphlet.

Website.
Signboard.
Banner.
Season promotion.
Business card and membership card as our tool to promote our products.

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Organization structure
As a small business, we will have a small staff.
Co-owners will assume leadership roles within the company and will be
responsible for daily operations.
Overseeing marketing efforts, buying merchandise and managing
inventory and all other administrative duties.
A small sales staff will assist co-owners with securing sales, assisting
customers and general maintenance of stock on the floor.
Financial Plan
Management risks
There are few specific suppliers in the market which efficiently supply
Abaya. Hence, we can assume to be the pioneers of this market and may
evolve into a leading business if managed perfectly.
FINANCIAL RISKS
Same is the case with our business. There is recession in the economy.
Thats why we are not expecting lot of profit in first years because we
focus firstly on low price at same quality.
Marketing Contingency Planning
Collaborate with other brands to gain mutual benefit.
Focus on physical and online store.
Create new designs of Abaya as per customer requirement.

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Sales Process and Impact

Describe the anticipated selling process and how marketing programs will work
to effectively support the sales teams efforts. Clearly outline distinct roles and
responsibilities for both the sales and marketing organizations, including the role
of the distribution channel.
Financial Data and Projections
All the marketing mix decisions covered in the marketing program have both
revenue and expense effects. In this section of the marketing plan, both past and
projected financial data is included. A key indicator of what future sales will be is
to examine past sales.
Budget Contribution
Shehraz Hassan
Umair Qadri
Shoaib Ahmed
Muneeba Sajid
Sonia Zrar
Faryal Shafquat
Total Contribution

Marketing Plan for Al Emira Abaya

700,000
700,000
700,000
700,000
700,000
700,000
4200,000

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Financial Statement

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Breakeven Analysis
Al - Emira Abaya
Assumptions
Fixed
Cost
Assumption
Variable
Cost
Assumption
Number
of
Units
Unit Price

$300
$5.00
50.00
$200.50
Units
0.00
50.00
100.00
150.00
200.00
250.00
300.00
350.00
400.00
450.00
500.00
550.00
600.00
650.00
700.00
750.00
800.00

Revenue
$0
$10,025
$20,050
$30,075
$40,100
$50,125
$60,150
$70,175
$80,200
$90,225
$100,250
$110,275
$120,300
$130,325
$140,350
$150,375
$160,400

Marketing Plan for Al Emira Abaya

Fixed
Costs
$300
$300
$300
$300
$300
$300
$300
$300
$300
$300
$300
$300
$300
$300
$300
$300
$300

Variable
Costs
$0
$250
$500
$750
$1,000
$1,250
$1,500
$1,750
$2,000
$2,250
$2,500
$2,750
$3,000
$3,250
$3,500
$3,750
$4,000

Total
Costs
$300
$550
$800
$1,050
$1,300
$1,550
$1,800
$2,050
$2,300
$2,550
$2,800
$3,050
$3,300
$3,550
$3,800
$4,050
$4,300

Total
Profit
$(300)
$9,475
$19,250
$29,025
$38,800
$48,575
$58,350
$68,125
$77,900
$87,675
$97,450
$107,225
$117,000
$126,775
$136,550
$146,325
$156,100

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Marketing Organization
A marketing program needs a marketing organization to implement it. This
section of the marketing plan may include an organizational chart with both
current and projected positions represented.
Implementation Plan
The implementation plan shows how our company will turn plans into results. To
implement a marketing program successfully, hundreds of detailed decisions are
often required. These marketing tactics are detailed operational decisions
essential to the overall success of marketing strategies. Unlike marketing
strategies, marketing tactics involve actions that must be taken immediately.
Sales Promotion
As already discussed that sales promotion is part of our marketing strategy
For each strategy describe what has to be performed to carry it out. For
example, if the plan calls for adding television advertising, implementation might
involve contacting an ad agency and arranging a meeting, agreeing on
objectives, targeting audiences, and scheduling a flight of advertisements. If the
plan calls for increasing the price, a breakeven schedule of alternative prices
might be performed.
Evaluation and Control
The purpose of the control phase of the strategic marketing process is to keep
the marketing program moving in the direction set for it. In the control phase, Al Emira marketing manager will compare the results of the marketing program with
the goals in the written plans to identify deviations. The marketing manager then
acts on the deviations to correct the negative and exploit the positive ones. Our
intelligent and loyal managers will describe the measurement and monitoring
mechanisms that will be prescribed, along with target objectives and timelines for
each aspect of the marketing program. We believe that milestone analysis is key
to this part of the plan.

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