Business Plankids Wear Final

8/9/2019 Business Plankids Wear Final

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Business Plan

BLOOMDesigner Kids Wear

Presentationby:

Kriti MehtaKritika Dawar

Miriam J TStuti Goe


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htt ://bit.l /vra esh

Retail Business Plan

Group Members with Roll No.

http://bit.ly/vrajeshhttp://bit.ly/vrajesh


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Executive Summary

Splurging for i!s is a fun thing to !o"toys# chocolates# games# boos# clothes$you name

it. Except that one thing that really struc us" when shopping for clothes# there is aserious !earth of goo! occasion wear for i!s. %in!ing suitable clothing for marriagefunctions# birth!ays# festivals etc for i!s" all prove to be a tas that sen!s onerunning in circles.

'ur i!ea is to launch exclusive occasion wear for i!s between (")* years"for bothwestern an! +n!ian clothing# while also provi!ing matching accessories that may gowith the out,ts. -he i!ea for provi!ing occasion wear for i!s has not been exploite!to its full potential an! since we inten! to provi!e all the pro!ucts un!er one roof wewill have an e!ge over the other players in the maret. 'ur mission is to provi!e highuality exclusive clothing for i!s# in the perfect blen! of fun an! fashion an! alsoprovi!ing suitable accessories while o/ering worl! class services an! convenience.

0atering to the upper mi!!le class# our pro!ucts are price! between Rs 111 to Rs (233#maret simming being our strategy. 'utsourcing our pro!uction# the managementwill ensure that pro!ucts are manufacture! eeping +S' 133) certi,e! an! totaluality management practices which will ensure top uality pro!ucts. 'urmanufacturing processes ensure six sigma ratings thereby claiming negligible !efectsin our processes 4less than (.5 in every million6. 7e propose to start with a capital ofRs. 5 lahs# while taing a Rs. 8 lah loan from SB+. 9 property :ointly owne! by thefoun!ers of this business locate! at ;arol Bagh# now value! by the ban at Rs. )3

lah will act as collateral for the loan.

http://bit.ly/vrajeshhttp://bit.ly/vrajeshhttp://bit.ly/vrajesh


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Company Overview



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Mission Statement -o provi!e high uality exclusive clothing for i!s# in the perfectblen! of fun an! fashion an! also provi!ing suitable accessorieswhile o/ering worl! class services an! convenience.

Goas and Ob!e"ti#es• -o provi!e occasion wear for chil!ren. -his has been an

opportunity that has not been exploite! to its full potential.

-here are many bran!s that o/er i!s wear but very few thato/er !esigner i!s wear especially for occasions. 'ur bran!#thereby wants to mae the best use of this opportunity# byo/ering a variety of !esigner i!s wear for !i/erent occasions

• -o provi!e the bene,t of availability of all pro!ucts un!er one

roof to the consumers. +n or!er to match with the out,tsavailable# the store also provi!es a range of accessories forevery occasion an! theme.

• -o open up retail stores in all metropolitan cities of the country



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$auesBloom believes in being present at the right place# at the right time an!provi!ing the right services to the people. -he group has a !e!icate! an!

well uali,e! team of experts who have taen the right step in enteringinto this maret which uphol!s huge potential

%oundationa $aues &esutant $aues+ntegrity an! honesty 0ustomer Service+nnovation Excellence0ustomer orientation Empowerment

9ccuracy 9chievement0ommitment 0ommunity Bene,tEnthusiasm 0ompetitive E!geResponsiveness Maret =ea!er



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&ee#ant Skis and e'(ertise

-he four partners an! promoters behin! the group have exceptionalnowle!ge# expertise an! experience in the ,el! of fashion an!!esigning. %ollowing are their !etails regar!ing their achievements so

far>

Kriti Mehta: ;riti starte! her career in fashion by completing herMasters ?egree in fashion !esign in +n!ian 7ear from Pearl 9ca!emyof %ashion# New ?elhi. 9fter gra!uating# she wore! with therenowne! bran! name Satya Paul for two years. 7ithin a year she

was promote! as the lea! !esigner un!er 0ontemporary print!esigns an! manage! a team of 2. She then too a brea an!pursue! a one year management course speciali@ing in fashion retailan! mareting. She then got together with her frien!s an! starte!this venture.

Kritika Dawar: 9fter gra!uating from a ?elhi Aniversity with a!egree in commerce# ;ritia wante! to !o more with her life then topursue an MB9 an! follow the rat race. aving a Cair for !esigningshe got selecte! to pursue %ashion ?esigning in +n!ian 7ear fromPearl 9ca!emy of %ashion# which she cleare! with Cying colors. Shethen wore! with the famous !esigner Gaurav Gupta 49aaro6 for two

years. She then went on an! complete! a management !egree in




Miriam J) Thomson: 9fter completing an onors ?egree inEconomics from Desus an! Marys 0ollege# ?elhi Aniversity#Miriam complete! a short term course in 9!obe +llustrator from=on!on 0ollege of %ashion. She also complete! a summer courseof stitching an! sewing from 0entral St. Martins# =on!on. 9partfrom this she also pursue! a month course on intro!uction to?esign from +E?# Milan. aving a rich exposure an! amultinational experience in this ,le!# she then pursue! her!esign !egree from Pearl 9ca!emy of %ashion in +n!ian 7ear. She

then wore! with ?esigner Sanchita in %?0+ *33F an! ?esigner9mber %iro@ in ?elhi %ashion 7ee. She also un!erwent a onemonth internship in 9rvin! Mills.

Stuti Goe: 9fter having complete! a otel Management !egree

from +M# Pusa# Stuti enrolle! herself in Pearl 9ca!emy of %ashionto pursue her Masters in +n!ian 7ear. She wore! for the famous!esigner 9mit G- in %?0+ *33F an! Dulie Scarlan! *331. She alsopursue! a month long internship with the company ors. 9fterhaving gaine! such wor experience# she went on to pursue a

management !egree in fashion merchan!ising an! retailing from=on!on 0ollege of %ashion.




&esour"es &e*uired• ?esigning will be !one in house<• -he company will be employing aroun! 8

employees to loo after the retail outlets.• -he company will be outsourcing the ,nishe!

pro!ucts.




O(erations and Management Pan




+,O

Dire"tor - Dire"tor . Dire"tor / Dire"tor 0

1""ountsManager Marketing Manager1((are Design Dire"tor

Graphics Sr.?esigner

1((are Sr)Designer

Trend 2 %ore"ast3ead

1((are Designer

%ore"astTeam

Sam(ingTeam

+ustomer Ser#i"eManger

Saes

&egiona SaesManager

Promotiona SaesManager

R ibiliti f th




Responsibilities of theManagement

1((are Design Dire"tor

• "Manage a !iverse team of pro!uct !esigners# creating ranges for i!ss

exclusive occasion wear.• "managing apparel an! graphic !esigners through the !esign an! pro!uct

creation process# provi!ing !irection an! fee!bac.

• "7oring on Seasonal !esign stories an! creation.

• "7or closely with Sr. !esigners to translate seasonal concepts to pro!uct lines.

• "9tten! ,t an! proto review sessions< mae revisions to artwor H !esign techpacs.

• "+!entify solutions an! resolve costingImargin issues.• "create a strong synergy between !esign# !evelopment an! pro!uct mareting.

http>IIwww.line!in.comI:obsJviewDobKH:ob+!KL2L532

1""ounts Manager

• "ensuring that fun!s are spent an! manage! accor!ing to the goals# ob:ectivesan! mission of the organi@ation.

• "allocation of expen!itures is appropriate to the function i!enti,e! for theaccount.

• "allocation of expen!itures is appropriate to the function i!enti,e! for theaccount.

Marketing Manager

• "Establishes mareting goals to ensure share of maret an! pro,tability ofpro!ucts an!Ior services.

• "Plans the or ani@ations a!vertisin an! romotion activities inclu!in rint#

http://bit.ly/vrajeshhttp://www.linkedin.com/jobs?viewJob=&jobId=757405http://bit.ly/vrajeshhttp://bit.ly/vrajeshhttp://www.linkedin.com/jobs?viewJob=&jobId=757405http://bit.ly/vrajesh



+n!ustryIMaret 9nalysis

• 0hil!ren below )F years account for more than a thir!

of +n!ias population estimate! at 123 million in )112. -o!ay# young chil!ren 43"8 years6 account for )L.2 of+n!ias population# an estimate! )88 million.

• 0lose to *L million chil!ren are born every year O an!it is estimate! that the same numbers will be bornevery year# as +n!ias population is expecte! to rise

4http>IIwc!.nic.inIu!ishaIhtmIcatalogueI*.!oc6

• S+E 9N? S-A0-ARE

•

9ccor!ing to the +n!ia 9pparel Report# *33F 4+mages ear Boo# Qol +Q6# the si@e of i!swear maret isestimate! to be at Rs. (3# 2)3 crore

• 9lthough# most of it is !ominate! by the unorganise!sector# the organise! sector 4i.e.bran!s6# however# isgrowing at an average of *3 per cent against the (3"

(2 per cent for the overall in!ustry.•




0ustomer 9nalysis0haracteristics of the +n!ian ;i!s 7ear Maret

• Bran!e! i!s apparels is one of the most

fascinating an! complex facets of retailing• =arge variety# segmente! customer pro,le#

changing tastes# chil!rens buying behaviour#inCuence of parents an! me!ia maes a huge!i/erence in the purchase !ecision

• 9pparel# by its very nature# thrives on variety an!more so in the case of i!s. Besi!es# i!s have anatural ten!ency to outgrow their clothes veryfast# necessitating change# which in this caseimplies new o/erings

• 9 cursory analysis of the i!s buying behaviour

in!icates that they are an in!epen!ent customergroup !isplaying consi!erable pester power thatthey have inculcate! an! now seem to beexerting.

• 9!!itionally# i!s are highly self conscious an!can be easily a/ecte! by peer pressure# at a very

young age# an! thus can be very !eman!ing#often at the cost of the parents peace of min! if




• -o!ays i!s are more fashion conscious# an! arerea!y to experiment with clothing.

• +ncrease in the amount of !isposable income# an!retail blit@ has brought a sea change in the +n!ian i!sapparel maret.

• 7ith i!swear being consi!ere! as a part of thelifestyle segment an! a strong emphasis being place!

on bran!s# this segment proves to be a potentialsuccessful business 4http>IIwww.scrib!.comI!ocI)FL12)2LI+n!ian";i!s"7ear"Maret6

• 0hil!rens clothes in +n!ia starte! out as miniatureversions of popular a!ult wear. +nternationally#

chil!rens wear has its own tren!s forecasting# tra!eshows an! a pro!uction# mareting an! publicity set"up that rivals the a!ult business. 4http>IIwww.scrib!.comI!ocI)FL12)2LI+n!ian";i!s"7ear"Maret6

• 9 huge volume of i!s apparel in +n!ia is being!ominate! by local an! unorgani@e! players. -hisives an excellent o ortunit for the or ani@e!

http://bit.ly/vrajeshhttp://www.scribd.com/doc/18795157/Indian-Kids-Wear-Markethttp://www.scribd.com/doc/18795157/Indian-Kids-Wear-Markethttp://www.scribd.com/doc/18795157/Indian-Kids-Wear-Markethttp://www.scribd.com/doc/18795157/Indian-Kids-Wear-Markethttp://www.scribd.com/doc/18795157/Indian-Kids-Wear-Markethttp://www.scribd.com/doc/18795157/Indian-Kids-Wear-Markethttp://bit.ly/vrajeshhttp://www.scribd.com/doc/18795157/Indian-Kids-Wear-Markethttp://www.scribd.com/doc/18795157/Indian-Kids-Wear-Markethttp://www.scribd.com/doc/18795157/Indian-Kids-Wear-Markethttp://www.scribd.com/doc/18795157/Indian-Kids-Wear-Markethttp://bit.ly/vrajesh



+om(etitors

• So far# the organise! maret was !ominate! by =ahani"owne! Gini H Dony 9pparels with a (3 per cent maretshare# followe! by 7eeen!er ;i!s an! Ru/ ;i!s

• Pantaloon has entere! into a 23>23 DQ with Gini H Dony toset up a retail chain to maret i!s apparel.

• Raymon! recently intro!uce! its mai!en i!swear bran!T" appU# with its ,rst outlet running in 9hme!aba!.

• ?S 0orporation# which owns )5 retail stores in +n!ia forchil!ren# an! has bran!s such as Ru/ ;i!s an! Ru/ Baby#is set for a ma:or expansion plan.

• 7hats more# even :eans companies such as Spyar#Pepe Deans an! ;iller are trying to climb onto the

ban!wagon.• +nternational i!s wear bran! such as -ommy il,ger#

%reeloo Dunior# 9!am ;i!s an! 7alt ?isney are mainge/orts to foray into +n!ia




S-P

• Segmenting the maret on the basis of

!emographic characteristics i.e. age of i!s#

– ("8 yrs

– 8"1 yrs

– 1")* yrs

• 'ur pro!ucts are targete! at the mi!!le an!upper mi!!le class segment of the society withour pro!ucts price range between Rs 111 an!

above• -he positioning strategy will be base! on our

e/orts to mae the parents as well as i!s awareof our bran! o/erings an! creating interests aswell as !esire to purchase our pro!ucts




Positioning

• %ollowing metho!s can be followe! to create e/ective positioning>

• %or Parents>

– 9wareness about our pro!uct o/erings stressing upon theV'ccasion 7ear pro!uct lines 4both +n!ian as well as 7estern6

– 'ne stop shop for !esigner occasion wear solution for everyin! of occasion. %estivals# we!!ings# theme parties# birth!ays$ the point is to tae the bur!en o/ the parents shoul!ers inprovi!ing them solutions to !ress up their i!s which other

competitors are not o/ering• %or i!s>

– ighlight our Bran! Name in all promotional campaigns. ;i!sthese !ays love wearing bran!e! clothes

– 9ssociate our bran! with something they can relate to $ afamous cartoon character can be an example or a famous chil!

artist can be hire! as a bran! ambassa!or




Mareting Mix

Pro!uct

• 'ur core pro!uct o/erings are !esigner occasionwear for chil!ren# for both +n!ian as well as7estern 7ear

• 7e also o/er matching accessories with apparelslie hairclips# earrings# bangles# belts# shoes# caps

an! bags• 'ur pro!ucts !epict latest tren!s an! !esigns as

!esigne! by our own !esigners matching in!ustrystan!ar!s an! eeping in view the nee!s of ourtarget customers# thereby maing them visually

appealing to the i!s• -he fabrics use! in our clothing are pure forms

an! synthetics an! nylons are not use! at all

• 9ll our pro!ucts an! processes are +S' 133)certi,e! an! total uality management practicesfollowe! by our company ensures top uality




Main Pro!uct =ines

• +n!ian 7ear

– Girls

• =ehenga 0holi

• Salwar Suit

• 0huri!ar ;urtas

• Blouses an! Sarees

• Stitche! SareesI=ehengas

• ;urtis

• +n!ian 7ear

– Boys

• ;urtaIPya:a

mas

• Sherwanis

• ?hotiI;urta

s




Pro!uct =ines

• 7estern 7ear

– Girls• -ops

• -"Shirts

• Shirts

• Sirts• Shorts

• Deans

• -rousers

• Dacets• Pullovers an! 0ar!igans

• 7estern 7ear

– Boys• -uxe!os

• Shirts

• -rousers

• Dacets

• 7aist 0oats

• Dacets

• Pulllovers




Place O ?istribution

• 'ur !istribution pattern is fairly simple. 9ll

manufacturing taes place in house in ourfactories conforming to strict ualitystan!ar!s of pro!uction thereby ensuringhigh ,nal pro!uct uality

• Raw materials are acuire! from well nownan! establishe! suppliers

• -he warehouses are locate! insi!e factorypremises as we !o not carry much inventorylevels !ue to the nature of the fashionin!ustry as tren!s an! !esigns eep changinguicly

• 0urrently# we have two retail outlets in theregion of ?elhi N0R region. Both outlets arelocate! in Metropolitan mall in Saet an!Gurgaon.




Growth tren!s an! %uture Potential

• -he i!s wear maret in the country is mainly !ivi!e! into twoparts organise! an! unorganise!# with the latter having a larger

part of the maret share. owever# the organise! sector iscatching up !ue to their inherent a!vantages in their pro!ucto/erings 4i.e. uality# !esigns an! tren!s6 as well as increasingcra@e of bran!s amongst chil!ren

• 9ccor!ing to Global maret review of chil!rens wear O %orecaststo *3)*# the top ten global marets 4which inclu!es +n!ia6 woul!account for an estimate of AS W1*.8 billion in chil!rens apparel

retail sale• +n!ian i!s apparel bran!s are creating a niche by themselves by

changing the face of +n!ian i!s wear in +n!ia

• +n!ustry experts pre!ict that the maret will further grow to reachRs.52# 333 crore by *3)(# with bran!e! apparels contributing to ama:or share.4

http>IIwww.scrib!.comI!ocI)FL12)2LI+n!ian";i!s"7ear"Maret6• -he volume of maret share of i!Xs apparels in the total apparel

maret is at *5.1# as against a )2 share in *332.4http>IIwww.scrib!.comI!ocI)FL12)2LI+n!ian";i!s"7ear"Maret6

• Arban i!s apparel maret comprises about 83 of the totali!swear maret. 9 research states that more than (3 of thecountryXs population is below )2 years of age. -he !ensity of

population maes i!swear to be one of the fastest growingsegments in the +n!ian maret scenario

http://bit.ly/vrajeshhttp://www.scribd.com/doc/18795157/Indian-Kids-Wear-Markethttp://bit.ly/vrajeshhttp://www.scribd.com/doc/18795157/Indian-Kids-Wear-Markethttp://bit.ly/vrajesh



Pricing

• 'ur pricing techniues mainly follow

Maret Simming techniues• 9s most of our pro!ucts are ma!e from

high uality fabric an! !epict latest!esigns an! tren!s in fashion# they areprice! a bit on the higher si!e to availpro,t

• -he remaining pro!uct o/erings whichare basic to in!ustry stan!ar!s an!some accessories are price! accor!ing

to the value they o/er to theconsumers# thereby targeting the lowermi!!le class as well as to compete withother players in the maret




Promotion Strategies

• +naugural ?iscount on purchases for the ,rst month inor!er to increase bran! awareness

• 0omplementary gifts for i!s for the ,rst few !ays ofopening of the store

• %urther gift vouchers for purchases excee!ing a certainlimit

• 9!vertising strategies woul! mainly aim at promoting

bran! awareness amongst the parents as well aschil!ren as both play an eual part in purchasing!ecisions

• 0olorful television a!s on cartoon channels or !uringspecial i!s events in or!er to attract i!s

• +nteractive a!vertisement on internet 4on i!s

websites6 an! -Q .• ?esigning a!vertisements in a way so as to pro:ect a

cooler image of i!s wearing our bran! of clothes inthose commercials

• iring famous chil! actors as our bran! ambassa!or




Financial Plan




ov Projections have been increase! by "# an! $ec have been increase! by %"#.



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Business Plankids Wear Final