Marketing Plan for Apprexories 1. Introduction & Mission Statement 2. Current Market Position 3. Market Overview 4.

SWOT Analyses 4.1 Strengths and Weaknesses 4.2 Opportunities and Threats 4.3 Key Issues and Opportunities 4.4 Competitor Analysis 5. Assumptions 6. Objectives 7. Strategy 7.1 Brief Description of Strategy 7.2 Target Market 7.3 Positioning Statement 7.4 Branding Strategy 7.5 Product Strategy 7.6 Pricing Strategy 7.7 Distribution Strategy (Place) 7.8 Promotional Strategy 7.9 Services Marketing 8. Resource Requirements and Budgets

1. Introduction & Mission Statement Apprexories (Pvt) Ltd. 1Dis a Sri Lankan Family-Owned Company, having manufacturing experience of apparel accessories / trims for over 20 years. They have been selling their products both to local apparel manufacturers as well as exporting approximately 20% to foreign apparel manufacturers. The company plans to expand their product portfolio to include Zippers and Industrial Sewing Thread (which they do not already produce.) hey already have a well established customer base locally and internationally but also need to create better awareness among designers, buyers, merchandisers and local outlets, as they grow. Mission Statement Apprexories committed to craft a unique fashion situation that provides our patrons the durability & benefits.

2. Current Market Position Product Apprexories is will mainly offering the Zippers and Industrial Sewing Thread. Sri Lanka is known for the great apparel makers. However the SME sector of this vast industry is still growing in a pace where the lack continuous supply of accessories to their main merchandise. Apprexories is geared to provide this merchandise to the need of the SME sector. Place Apprexories is geared to cater the SME sector. Through strong presence already in areas of high population traffic ( e.g Pamunuwa (Maharagama), Pettah) Apprexories will be accessible to customers who are already established and operate form this local geographies. The presence in the location will ascertain and link to trust of customers.

Price Apprexories is ready to price completely against the foreign suppliers now available in the market. Apprexories has expertise and long traditional relationship for raw material suppliers in China & Korea. As a result can be very competitive in the price. Furthermore Apprexories has strengths in areas of skilled labour that creates values and synergies the operations.

Price Vs Competition

High price

Low amount of information

High amount of information

Fig-1

Promotion

Low price

Apprexories will looking at relationship building and will not launch any promotions. However Apprexories could offer values based services to customers I order to create better prospective & potential sales generation.

3. Market Overview Apparel industry has an Strategic sector for Sri Lanka 19s economy especially in exports . Since 1986 it 1s the largest contributor for Sri Lanka exports.. It is also the country 19s major net foreign exchange earner from 1992. Total value of export earnings in the sector exceeded 2.4 Billion USD contribution almost half total export earnings in 2002. The input to the Gross Domestic Product (GDP) more than 5 % in year 2002. This industry provide further than 0.3 Million direct employ or 5 per cent of country 19s total employment in more than 1000 plus piece of clothing factories n a global scenario , the textile and garment segment throw in nearly 6% to world merchandise exports. Nevertheless, globe trade in textiles and garments takes position in a decidedly confined market with high tariffs and quantitative boundaries. The foremost hindrance to do business in the ancient times has be the quantitative margins that have been in energy for numerous decades. The challenge prior to the apparel business are to attain quality, appropriate delivery and identical intercontinental values to convene the high worldwide antagonism in the global marketplace to stay put as an industry with increase and success. The SME sector of the apparel industry in Sri Lanka is mainly functions as sub supplier for main players. Therefore whatever the challenges that is subject to main players will cascade down to the SMEs. Therefore it is vital to the sector to be independent by bundling their own brand also establishing their own retail outlets to showcase their products and get in to more juicy local needs. The dawn of peace after 30 years of war is creating a better ground to play for apparel sector, as result this will enable to the SME budin their business. Apprexories is ready to capitalize the opportunities presented in the current environment.

4. SWOT Analyses 4.1 Strengths and Weaknesses Strengths Apprexories is ready with a well established customer base locally and internationally but also need to create better awareness among designers, buyers, merchandisers and local outlets. Apprexories stable in financial with the capcity to invest in new technology and new areas of expansion. Approximately Rs. 50 Million will be initially budgeted for this expansion. Apprexories has been selling their products both to local apparel manufacturers as well as exporting approximately 20% to foreign apparel manufacturers. Through Apprexories strong presence already in areas of high population traffic ( e.g Pamunuwa (Maharagama), Pettah) . Apprexories will be accessible to customers who are already established and operate form this local geographies Weaknesses Apprexories is not an splashed brand name for the planned products , as result it will have to invest on brand budding across all stakeholders . While targeting SMEs the Apprexories should be ready to take on debit management and drive on better cash flows and working capital, The initial investment will be very high for the business. 4.2 Opportunities and Threats Opportunities According the Central Bank of Sri Lanka Apparel sector has more than 5.7% growth forecasted for year 2012. This is almost touching the forecasted GDP growth for 2nd half of year 2012. Furthermore the total spend on textiles & garments in average household has been raised for Rs.12,989 to Rs.19,567 in year 2010 2011. 5-6 local textile or Garment factories are registered every month in Sri Lanka expanding the SME sector of the industry.

Threats The devaluating of rupee against Dollar is escalating raw materials prices . The single digit inflation rate will be surpassing the with a 30-33% escalation for the 2nd half of the year. Resulting a downward trend in spends on cloths of personal nature of consumer, since they have to spend more on essentials Escalated utility expenditure reducing the cost advantages 4.3 Key Issues and Opportunities Key Issues The devaluating of rupee against Dollar is escalating raw materials prices escalated utility expenditure reducing the cost advantages While this are uncontrollable and beyond the scope of Apprexories, as a organization we will concertize on reducing and further strengthening the savings on our costs to be competitive in a challenging environment. Also Apprexories is trying to add value by being environmentally friendly structure to reduce energy consumption and charge premium rates for the concern for the environment. Key Opportunities According the Central Bank of Sri Lanka Apparel sector has more than 5.7% growth forecasted for year 2012. This is almost touching the forecasted GDP growth for 2nd half of year 2012. Furthermore the total spend on textiles & garments in average household has been raised for Rs.12,989 to Rs.19,567 in year 2010 2011. These opportunities present a promise for future business for Apprexories

4.4 Competitor Analysis key competitor: Naturub Table 1-SWOT for Naturub Strengths Naturub, a brand name synonymous with excellence and reliability, commenced its operations in 1977 as a tiny rubber balloon manufacturing outfit in Western province in Sri Lanka. Today, Naturub with ISO 9001-2000 certification has grown into the most versatile and a foremost Apparel Accessories Manufacturer / Exporter not only in Sri Lanka but also in the entire SAARC region. Opportunities Naturub has expertise in the field with more than 3 decades. Their clientele is a big list of major players in the field. 'With presence in the region Naturub has synergies and power to bargain for better rates in raw materials Weakness Naturub is mainly targeting the major player in Sri Lanka & in the region however their capacity allows them to provide products to SME sector. 'AStill the price range is not that attractive to SME sector

Threats Being a giant Naturub isnt flexible for SMEs ,this will be an opportunity for Apprexories

5. Assumptions This plan assumes that: The market size for accessories is estimated at 300-400 Million market where Apprexories might initially gain 20-30% in a 2 year horizon. The market size for accessories is estimated at 300-400 Million market where Apprexories might initially gain 20-30% in a 2 year horizon The growth for market is estimated at 5-6% per annum he inflation of the country is estimated to be in sin le digit for at least next 3 years Assumed Current rate for Rupee to Dollar will reach the ceiling rate of Rs.135 per 1 USD in the next half year.

6. Objectives Sales 60% sales volume generated from Industrial Sewing Thread & the rest from Zippers Revenue 180 million of revenue for 2013

Customer Base Apprexories is ready to take on 100-130 base of SME ( B2B) per annual

7. Strategy 7.1 Brief description of strategy Apprexories is will mainly offering the Zippers and Industrial Sewing Thread. Sri Lanka is known for the great apparel makers. However the SME sector of this vast industry is still growing in a place where the lack continuous supply of accessories to their main merchandise. ' Apprexories is geared to provide this merchandise to the need of the SME sector. 'Apprexories is geared to cater the SME sector. Through strong presence already in areas of high population traffic ( e.g Pamunuwa (Maharagama), Pettah) Apprexories will be accessible to customers who are already established and operate form this local geographies. The presence in the location will ascertain and link to trust of customers.

7.2 Target Markets The Target Market for Apprexories will be Small & Medium Sector garment manufactures in Sri Lanka. With Capacity to produce sales revenue of LKR 1.2 million on average per annual 7.3 Positioning statement Small & Medium Sector garment manufactures need affordable quality . Furthermore they need continuous supply. 'AA locally known brand will further strengthen thier value proposition for their consumer, Hence Apprexories will create the apple brand to establish their own statements. 7.4 Branding Strategy Apple brand will create value with local feel and touch backed by the heritage value of Apprexories 7.5 Product Strategy Apprexories is will mainly offering the Zippers and Industrial Sewing Thread Boston Matrix Using Sample Titles to Show Basis for Title Rationalisation
High QUESTION MARK STAR This will be Industrial Sewing Thread which will have more values and 60% of the product revenue CASH COW DOG

Market growth rate

Low High Market share Low

7.6 Price Demand will be key driver for price while In setting your price Apprexories need to acquire version of the end product price can boast on the sales volume. If there is diminutive divergence between Apple brands in the market price compassion is liable to be sky-scraping and small value difference will fatally affect requirement. A penetration pricing strategy could also support admiring and incarcerated products. The main produce may be price with a low mark-up to be a focus for sales. SMEs are subsequently sold other products which are sold at higher margins. 7.7 Place Apprexories is geared to cater the SME sector. Through strong presence already in areas of high population traffic ( e.g Pamunuwa (Maharagama), Pettah) Apprexories will be accessible to customers who are already established and operate form this local geographies. Furthermore the Apple brand will take the Apprexories products to many outlets across the main cities of Sri Lanka thru a network of authorized dealers. However we will be selective on this not to penetrate more and bring down the brand value. 7.8 Promotion Promotional activity will be tailored specifically to the needs of target customers. Specialist agencies will be used whose expertise and experience best meets requirements. The full promotional mix will be used to create awareness, generate sales and encourage loyalty. 7.8.1 Public Relations Strategy Apprexories will be mainly target press coverage for the products /brand launches and continue to work on B2B value create platform the form a hype among local media 7.8.2 Advertising Strategy Apprexories will be mainly depend on below the line advertising starting for leaflet /poster campaigns in product launch .

7.8.3 Sales Promotion Strategy Apprexories will adapt a free issues promotion initially to attract and encourage customer stock their requirements early .This will stop the competitors due to stock build up at customer point

8. Resource Requirements and Budgets

Details Total Revenue Less Cost of Goods Sold Gross Profit Salaries, wages Market Research Marketing Communications Channel Devlopemt Customer Acquisition & Retention (CAR) Less Total expenses Net Profit

LKR Million 180.0 117.0 63.0 (4.0) (6.5) (10.0) (14.0) (4.0) (38.5) 24.5

References Department of Census and Statistics of Sri Lanka (2011) Bulletin of Quarterly National Accounts of Sri-Lanka..Colombo. Government Press. Department of Census and Statistics of Sri Lanka (2011) Statistical Pocket Book in English. Colombo. Government Press. Central Bank of Sri Lanka ( 2010) Annual Report. Colombo. Government Press. Central Bank of Sri Lanka ( 2011) Consumer Finances and Socio-Economic Survey. Colombo. Government Press. Sri Lanka Apparel Exporters Association (2011) Journal & Directory of the Sri Lanka Apparel Exporters Association. Dasis.Colombo. Sri Lanka Apparel Exporters Association (2012) Apparel industry posts $ 4 b revenue in 2011[Online] Available through < http://srilankaapparel.com/index.php? option=com_content&task=view&id=424&Itemid=98> Accessed on [18th May 2012] Kotler,P (2002) Marketing Management .11th Ed. New Jersey .Prentice Hall. McDonald & Hugh ,W (2011)Marketing Plans: How to Prepare Them, How to Use Them. 7 editions. London. Wiley