Chenone Project Report Mm

Executive Summary :ChenOne is a chain of fashion stores owned by Chenab Group (based in Faisalabad, Pakistan).The first ChenOne store was opened in 1997 at Islamabad. ChenOne has stores located in Pakistan and the Middle East. Fashion products by ChenOne are featured in leading fashion magazines of Pakistan. Chenab Limited is one of the leading manufacturers and exporters of value added textile goods. It started its business during 1975. Chenab is manufacturing a number of products relating to home textile and garments and exports them all over the world. Chenab has the facilities of ginning, spinning, weaving, processing, stitching, wadding and embroidery. It has own gas based power generation generators and meets it entire electricity requirement. The company implemented an ERP system with LAN/WAN connectivity apart from other MIS systems. As regard total quality management Chenab has certifications of ISO 9001, ISO 14001, SA 8000 & Warp, C-TPAT and OHSAS 18001.The company has for the 9th time won the "Best Export Performance Trophy Award" for 2003-2004 for the Federation of Pakistan Chambers of Commerce. Chenab has been expanding its export sales through a network of franchise outlets, selling agents, direct marketing and strategic alliances. Chenab strength is lying in its vertically integration and having diversified customer based and geographical distribution. However, the central decision making and partially dependency on cotton are the main weaknesses.

In this project, we discussed about the management policy,Quality control,Quality management, and Enviromental control of Chenone. Chenone is the market leader and they target the elite class and they proud to be associated with President’s House ,Governor House, Lahore , Best Western Hotel, Islamabad , Sindh Club, Karachi ,Holiday Inn, Islamabad ,Islamabad Club, Serena Hotel, Pakistan Services Ltd, Royal Palm Golf and Country Club, Lahore, Pakistan Steel Karachi, Artillery Center Attock, Pakistan Military Academy Kakool.

ChenOne offers fashion clothing, footwear, bed linen, kitchen accessories and furniture. They have 25+ No of location in Pakistan and Middle East. And their parent company name is Chenab Group. In this project, we also focus on the History and introduction of Chenone and we also foused on the marketing and marketing management strategies which follow the Chenone. We discussed in this project competitor analysis and swot analysis as well as segmentation , target mark, market share, and in the end of the prjoect we discussed the recommendation and conclusion of this project.

Table of Contents

Company Description.................................................03Company Profile........................................................05Chenone Outlet..........................................................06Vision and Mission Statement....................................09Core Values...............................................................10Current Market Situation............................................11Situational Analysis...................................................12BCG Matrix................................................................17Analyzing the Macro Environment...............................17Competitors...............................................................19Market Segmentation and Target Market....................19Marketing Mix and Strategies.....................................22Competitive Analysis..................................................34Objectives.................................................................37Conclusion.................................................................37Recommendations.....................................................39References................................................................39Picture Gallery...........................................................40Questionaire..............................................................45

Company Description :

Introduction : “Chenone” as the name states stands for “Changing life styles forever”. It is not just retail outlet but also an ultimate shopping experience providing comfort and satisfaction. It is one of a kind as it is providing all products regarding textile and accessories under one roof.

“Chen” means “Chenab House of elegance and novelty” whereas “One” is in its “literal meaning, the one that is unique in its approach and operations”. So the name stands for the parent company being one of a kind.

Chenone is a Project of Chenab Limited or Chenab Group. It has been in the export business since 1975.

History :Chenab is regarded as one of the leading manufacturers and exporters of quality home

textiles products and apparels worldwide.Over the years Chenab has prided itself

on most distinctive features; implacable commitment, far-sightedness, enduring

personal relationship and above all passion for the business is what spur the founder of

the company to pursue great results, and passion is still the driving force behind the present

management team. Mian Muhammad Latif Group Chairman laid the foundation in 1974,

joined later by his younger brothers Mian Javaid Iqbal and Mian Muhammad Naeem in the

venture and the business began to flourish and Chenab products were soon finding their

way to the markets worldwide, later the company’s network was expanded to Middle

East, North America, Europe and Australia. Stretching over vast area at Faisalabad

Pakistan, the manufacturing lines and equipment are constantly upgraded to ensure

highest performance standards and reliability and the widest range of fabric finishing operations.

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. ChenOne lines

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 are the

chairperson 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.

ChenOne Profile :

Type Private

Industry Fashion

Founded 1997

Founder(s)

Mian Muhammad Latif, Mian Muhammad Naeem

Headquarters

Faisalabad, Pakistan

Number of locations

25+ (in Pakistan and Middle East)

Key people Mian Muhammad Latif –Chairman

Mian Muhammad Naeem - CEO,

Mian Muhammad Kashif Ashfaq - COO, 

Mian Muhammad Rizwan Latif - CEO Overseas

Products Fashion(clothing • footwear • bed linen  • kitchen accessories •furniture)

Parent Chenab Group

Chenone Outlet’s :

Life Style at ChenOne avail 10% discount at all ChenOne stores. ChenOne is a family

fashion store, which covers all fashion needs of a trendy home and family. ChenOne is

one of few project launched by Chenab Group. The group has solid export and quality

production experience with government recognition as eight time export trophy winner.

The Chairman of the group Mian Muhammad Latif is also recognized business person.

He has been awarded one of Pakistan’s reputable civil honor ‘Tamgah-e-Imtiaz’ as

recognition for his service to the country. He was also awarded four times ‘Businessman

of the year’ award.

ChenOne takes high-class living and alluring lifestyle a step further with the introduction

of its business development service entitled to serve a touch of class and the trademark

ChenOne lifestyle to the corporate industry. ChenOne’s new business development

department is aimed at the corporate sector, which includes the hospitality industry, i.e.

hotels, prestigious clubs, restaurants, civil & armed forces’ guest houses, government

and private institutions, local and multinational companies. This department offers a

wide range of co-ordinated concepts in bed linens, bed basics, curtains, table linen,

furniture, bath and kitchen accessories and other home apparels. This department has

taken charge of a network of businesses throughout the country and provided its

services & products to top-notch institutions nation wide. Below is a list of some of the

organizations ChenOne is proud to be associated with these:

President’s House

Governor House, Lahore

Best Western Hotel, Islamabad

Sindh Club, Karachi

Holiday Inn, Islamabad

Islamabad Club

Serena Hotel

Pakistan Services Ltd.

Royal Palm Golf and Country Club, Lahore

Pakistan Steel, Karachi

Artillery Center, Attock

Pakistan Military Academy, Kakool

Now there are 10 outlets in Pakistan whereas 6 outlets are working abroad in Dubai,

Ajman, Makkah and Behrain. Trio was completed in the UAE market with opening of the

third branch at Jumierah Beach Road, Dubai on 26th September 2001. Located in posh

area of Dubai at city center next to McDonalds. All ChenOne stores are located in

exclusive places in Karachi, Lahore, Islamabad, Rahim Yar Khan, Rawalpindi, Peshawar,

and Abottabad.

Structure: There are two main departments at ChenOne:

1. Home Textile Department

2. Garment Department

The Home Textile Department is dealing with product like Kitchen accessories, Bed

Sheets, Furniture, Home Fashion and Interior Decoration. The Garment Department is

dealing with garments in three categories:

Women’s Wear

Men’s Wear

Kid’s Wear

Special offers

Timings:The timing of the outlet is from 11:00 A.M in the morning to the 10:00 P.M that could be

extended to 12:00 as well in the evening.

Prestige Club:ChenOne is maintaining a special club. Their potential customers are the members of

this club. Following strategies are being used for the membership:

Membership is for one year, after that it has to be renewed.

If these members made a purchase of Rs.10000 in a year then

they are given discount of 10%.

If these members made a purchase of Rs.25000 or more than

their membership is freely renewed for the next year.

Members can use their cards anywhere in Pakistan.

Logo:The logo of ChenOne Shows the Quality product and a Change in life style. Also the

concept of being unique and more and more creative is also being described in the logo.

Future Plans:Following are the future plans of the ChenOne:

To open 10 new outlets in Pakistan over next 5 years. This will

make total number of outlets 20.

Feasibility study is being conducted and it is expected that

ChenOne will also start its operations in United Kingdom.

Vision and Mission Statement

Vision Statement :

“To be a competitive and customer focused organization with continuing

commitment to excellence and standards”

Mission Statement :

To be the business house of first choice for customers.

To be a change leader.

To produce innovative, relevant and cost effective products.

Setting and maintaining high standards.

To earn profits by achieving optimum level of production by using state of the art

technologies.

To provide ideal working conditions to employees and also take care of their career.

planning and reward them according to their skill and responsibility.

To meet social and cultural obligations towards the society being a patriotic and

conscientious corporate citizens.

Core Values:

QUALITY:ChenOne believe in regular quality improvements streaming from talks with clients, internal

exchange of experiences and constructive analysis.

CREATIVITY:Every member is expected to be creative in its way to find customer-oriented solutions.

EFFICIENCY:ChenOne permanently reviewing our workflows and upgrading our work tools so as to make

our services more efficient and consequently more attractive to our clients in terms of price and

quality.

COURTESY:ChenOne courteous-with our customers, towards each other and encouraging open

communication.

INTEGRITY:ChenOne have integrity-as individuals and as teams. Our decisions are characterized by honesty

and fairness.

Current Marketing Situation:Currently ChenOne is enjoying a place within the minds of its target market that support and maintain a distinctive place among its competitors. ChenOne is the market leader in its category die to its superior quality, a well developed brand name, marketing efforts that hit its target segment rightly and continuously changing the product designs and features to meet the needs and requirements of its valuable dynamic customers. This all has helped ChenOne to gain a differentiated image in the market that has it a prestige symbol.

Market Description:ChenOne was the first store of its kind in Pakistan offering the complete range of Fashion

clothing & foot wear, Bed Linen, Kitchen Accessories and Furniture. ChenOne targets upper

middle and elite class. Its market consists of people who demands best quality and trendy

lifestyle and they have the buying power to pay little more to have these superior quality

products. In garments Chenab group provides most of the products but other products like

kitchen accessories and footwear are generally imported to make sure that they deliver their

customers the best product. ChenOne is the sole distributer of “PrettyFit” in Pakistan. Prettyfit

offers a complete collection of Footwear and Handbags for ladies.

In furniture ChenOne provides the latest designs and trends in its products that create a

distinguished place for it in this category. The local craftsmen and suppliers provide low priced

products but quality ofthier products is very cheap, designs are either totally outdated or just

follows market trends which have been there for a sometime. But ChenOne offers latest

designs considering both local and international trends.

Top fashion designers generally have a few outlets in Karachi and Lahore, unlike ChenOne

which operates in sixteen cities and still expanding through which they desire to target their

potential customers nationwide.

Situational Analysis

SWOT :

Strengths:One Store Solution:

ChenOne provides one store solution to its targeted customers by

offering a wide range of product line which can be divided into three different categories:

home, foot wear and garments. ChenOne is known for its product variety in both house hold

and personal wear.

Superior quality:

ChenOne is known for its product quality where each individual item is

high on quality. The quality team at ChenOne personally views each product and the defected

items are immediately taken out of the stock.

Distribution Network:

ChenOne has its own distribution network where it doesn’t need to

rely on other intermediaries and hence add value to the value and supply chain.

Established target market: ChenOne has a defined target market and loyal to its segmented

market. It targets the niche segment of the market which is affluent and knows the value of

good quality.

Brand Name:

It has strong brand awareness in the minds of the consumers and its presence

is strongly felt in the market. A subsidiary of Chenab Group adds to its brand strength.

High emphasis on personalization: Its niche target market is high on personalization and

product quality and can afford to pay premium prices for a one store solution for the purchase

of various items. Each item is carefully analyzed and based on its maximum personalization and

superior quality, is then placed in the store.

Strong word of mouth publicity:

The target market of ChenOne is such that they would tell

others about a good brand from which they themselves are satisfied. Hence ChenOne is very

high on word of mouth publicity. Catchy and trendy tagline: The tagline of ChenOne is changing

lifestyles which show both the strength and the power of the brand to be able to change and

influence the lifestyle of its consumers. This tagline is also hype and catchy which shows

youthfulness of the store in the eyes of its target consumers.

Strong management:

Being under the Chenab group ChenOne is high on management

where the employees are focused on providing high value and services to the customers.

High turnover rate employee:

The turnover rate of ChenOne is high as compared to the

rest of the competitors in the market. Thus company enjoying high internal satisfaction level.

Technological edge:

Being associated with Chenab group it’s highly focused on technology

where continuous change is the name of the game. Through technological advancement

ChenOne stays a step ahead of its competitors.

Elegant and creative designs and styles:

Apart from excellent quality and uniqueness

the brand is also known for the elegancy and creativeness in the products .

Accessibility:

The customers of ChenOne are eased by the easy accessibility where the

products are available at their exclusive outlets.

Weaknesses:Targeting marketing niche:

ChenOne is weak in the matter of diversifying itself in other

market segments. Its continuous focus on the market niche is making it ignore the other market

segments which might be more profitable just by the hugeness of it.

High prices:

High prices are a weakness of ChenOne since the inflation and instability of

Pakistani market are robbing the consumers of their purchasing powers. With an increase in

prices in all the commodities people would prefer to buy less expensive stuff as they would

have done otherwise.

Outdoor advertisement sometimes use passionate appeals:

Pakistani market is

such that the advertisements should be done with a very careful analysis since it could hurt the

brand image in the minds of the consumers. According to recent researches some of the

advertisements by ChenOne were passionate in nature and hence created a negative image in

the mind of the consumers.

Static target market:

ChenOne is focused only on targeting its market niche where it has

dived into a stagnant market.

Opportunities:International Market:

ChenOne has an opportunity to enter into unexplored International

markets whereby creating an international presence of its stores in the minds of international

consumers. This would not only increase the market share but also create an international

brand image and would increase its profits and product desirability.

National Market:

ChenOne has an opportunity to open new stores within Karachi and other

cities of Pakistan for easier accessibility to its consumers, making more national presence,

increasing wider consumer share, profits and a chance to be ahead of the competition.

New Segments:

Other than exploring into new regions, countries and cities it should also

diversify itself by entering into new segments other than its niche segment it has been focusing

on. This would not only increase profits but make the stores more known and create more

brand awareness.

Discounts:

Pakistani markets are very price conscious and hence varying the prices is a sure

way to get customer attention. It should provide discounts after a certain time period so that

people are encouraged to shop more and purchase more. This would attract new potential

customers.

Threats:Competition offering diversification and high quality:

Other stores like habbit, ideas

etc are also highly focused on high quality and diversification and if ChenOne doesn’t make

strategic plans to diversify itself this threat would become a serious issue in the near future.

Direct/ Indirect competition:

ChenOne, because of its diversification, has a lot of

competition both direct and indirect. This has led to a lot of unwanted competition where it has

to keep tabs on obvious and hidden competition.

Related unrelated diversification:

ChenOne has diversified its product line and has

included a lot of related and unrelated diversification which in its own self is a major threat.

International market diversification:

Diversification is important and vital for stores like

ChenOne to grow, however if this diversification is not monitored closely and managed

probably it could pose a threat in the potential market.

Political instability:

Pakistan is politically instable all over its history. Strikes, terrorism and

the law and order situation has created havoc in the market for the retail stores like ChenOne.

High inflation:

Because of high inflation there is a significant decrease in the buying power of

the consumers. The inflation has also affected the production costs. Thus adding a severe threat

to the profitability.

BCG Matrix

Cash Cows Ladies Foot Wear, Pretty Fit, Home Furniture.

QuestionMarks(?)Crockery

Cash Cows:Home, Textile Garments.

Dogs:Men’s Foot Wear

Analyzing the Macro environment

The Demographic Environment :

The chenone has largest product line. They targeted the baby born, Childerns, youngesters, and

olders. When we visited the Chenone outlets in Jinnah super ;we saw different section in their

outlet term of product line and age. We saw they make a different section for baby born

products and childern, they make a different section for the youngster products and they make

a different section for the businessmen e.g. paint court, business suits. They mostly rely on

foreign customers in pakistan because Islamabad is the capital of pakistan and all embassies are

in islamabad. They mainly focus on business class and elite class or middle upper class.

Demographically they mainly focus on quality instead of price. Due to this reason , they have

highly loyal customers.

Economic Environment: According to the manager of Chenone they are mainly focus on elite class or middle higher class.

Natural Environment : Chenab is the parent company of the chenone.

They make all the products for Chenone and they have national and international suppliers

which supply the raw material but due to good relations with supplier they ever did not face

any shortage of raw material. These days shortage of energy in pakistan but they have their

own Genrators that’s why there many limited chances to hurt the chenone.

Technological Enviroment: According to Chenone manager they are very sound in changes of technolgy and they are best using of techonolgy. Very soon they will start online selling point.

Political-legal Enviroment : They are registerd company and paying huge amount of tax and these days pakistan politically very bad but in these condition they are earining profit.

Competitors of Chenone

• Bed and Bath• Bareeze• Zubaida’s mother shop• Bumble and Bumble• Mushroom’s• GulAhemd• Nishat• Maria B• Stone age• Ideas• Cross Roads• Habbit• Inter-wood• Out fitters• Bonanza• Oxford• Shirt & Tie• Cotton & Cotton

Market Segmentation and Target Market Customer satisfaction is the ultimate marketing goal to be achieved by utilizing

marketing tools. To achieve this goal organizations usually do segmentation of their markets in

order to best serve the needs of their customers. In this regard customers can be grouped in

two unequal size segments.

Business Consumers

Personal use Consumers

ChenOne is targeting both customers.

This segmentation is done on four broader bases:

Demographics

Psychographics

Geographic

Behavioral

The advantages of segmentation are as follows:

Precise Market Definition

Analysis of Competition

Response to Changing Market Needs

Efficient Resource Allocation

Effective Strategic Planning

ChenOne use to segment its market on the Demographics basis on the priority basis. Their

segmentation is based on:

Income

Social Class

Second base is Psychographics, which includes:

Personality: sophisticated

ChenOne has targeted both Business Customers and Land Lords as well as both come of from

high-income category. In this category they are very specifically targeting their customers. In

Social class they are targeting Upper-Upper and Upper-Middle persons. Both factors indicate

that their customers are status oriented and are ready to pay higher prices for better quality.

Four types of customers are identified with ChenOne:

1. Inactive Shoppers:

They are found to be 21% in Pakistan. They have restricted

lifestyles and shopping interests. They do not engage in do-it-yourself activities. They

are not concerned with shopping attributes like price, employee service.

2. Active Shoppers:

They were found to be 40% in Pakistan. They have demanding

lifestyles and engage in out-door activities along with do-it-yourself kind of activities.

Price is a major consideration while they are shopping

3. Service Shoppers:

They are found to be 22% in Pakistan. They demand high-level if

in-store service when shopping. They seek convenient stores with friendly services.

4. Price Shoppers: They are almost 17% of total figure. They are identifiable with

their most price consciousness. They have shown greater tendency to look for place

where their price requirements are fulfilled.

Market positioning Beyond deciding which segments of the market it will target, the company must

decide on a value proposition-on how it will create differentiated value for targeted segments

and what position it wants to occupy in those segments. A products position is the way the

product isdefined by consumers on important attribute the place the product occupies in

consumers’ minds relative to competing products.

“Products are created in factory but brands are created in mind.”

Consumers are overloaded with information about products and services; they cannot

reevaluate products every time they make a buying decision. To simplify the buying process,

consumers organize products, services and companies into categories and “position” them in

their minds. A productsposition is the complex set of perceptions, impressions and feelings

thatconsumers have for the product compared with competing products. Chen one puts into

great deal of effort in making itself unique and distinct. Even though chen one has as such no

direct competitor, it still has to makeits services and products different from those available

locally. Chen one charge high price but give more benefits. Chen one designed a product

according to the customer wants and demands. chen one product’s occupy a clear, desirable

and distinctive place in the minds of the consumers.

Marketing Mix and Strategies In this context we have to explore 7 Ps because Chenone is basically a service

provider, so these Ps of marketing mix are as follows:

Product

Price

Place

Promotion

These are the traditional 4 Ps but in service firms there are 3 additional Ps associated in

Marketing Mix, which are:

People

Place

Process

1. ProductFollowing is the detail of the product line that is carried by the Chenone:

1)Garment Women’s Wear

Following varieties are available in this category

1. Lowers

2. Uppers

3. Shalwar Suits

4. Long Dresses

5. Nightwear

6. Jackets

7. Kurtas

8. Sweaters

Kid’s Wear

1. Shalwar Suits

2. Jackets

3. Nightwear

4. Frocks

Men Wear

1. Lowers

2. Uppers

3. Shalwar Suits

4. Suiting

5. Nightwear

6. Jackets

7. Jogging Suits

8. Shorts

9.Pyjamas

10. Sweaters

11. Belts

12. Ties

13. Shoes

5. Belts

6. Shoes

7. Socks

8. Vests

9. Uppers

10.Lowers

Following varieties are available in

this category:

2) Kitchen Accessories

Design Wear

Aprons

3) Bathroom Accessories

Towels

Bath Robes

Shower Curtain

4) Furniture

Bedroom Furniture

Living Area Furniture

Dining Area Furniture

Kids Furniture

5) Bed Sheet Sets

Bed Sheet Single

Bed Sheet Queen

Bed Sheet King

Quilts Cover

Bed Spread

6) Crockery

Dinner Sets

Tea Sets

Water Sets

7) Bed Basics

Fabric Covers

Pillows

Quilt

Mattress

8) Home Accessories

Candles

Lamps

Curtain Rods

Mats

Dry Arrangements

.

Services:

Chenone is providing following services:

Interior Consultancy

After-Sale Services

Interior Consultancy:

Special attention has been given to the interior and layout for each

outlet. The display, shelving and lighting is unique for each store.

The home section displays products portraying trendy bedrooms

with all possible matching accessories. To make shopping decisions easier, interior consultants

are available for assistance. Customers can seek advice from these consultants to get new ideas

or information regarding new materials and products. Interior consultancy service is absolutely

free.Customers can also use the services of interior consultants outside the store in reference

to their home. This department handles complete interior decor projects. Samples of

completed projects are available on request.

After-Sale Services:

After sale services mainly include the

Complaint Handling

Warranty Claims

Usually this is the case with furniture where ChenOne is usually providing Warranty of 6

months. But if customers who have purchased garments brought the faulty one within seven

days of purchase ChenOne will provide the alternative or fix the problem with no fee.

2. Price:

The strategies related to Price are clear. ChenOne is charging a flat rate on all of

their products. Like the range of their sofa sets varies from Rs.80000 to Rs.1400000. Also their

bed sheets range from Rs.5000 to Rs.10000.

Their prices are set at highest rate, this is because, according to their management

our customers belong to Upper-Upper class and most of them are rich people ranging from

Land lords to business persons. These people usually seek to shop at the place where prices are

high and show the status symbol.

Another reason is that ChenOne itself does Value Addition to the products. So they are of the

view that we provide total value-added, high quality products, hence charging premium prices.

ChenOne introduces discount ranging from 10 to 50% almost every year two times. This is so

because at the start of every winter season the new design is introduced and same thing is

done when summer season started. When they introduced new design all the old stuff

obsoletes. So just to increase their turnover almost by 20 to 25% more than the regular times

ChenOne introduces discount series and discount strategy is being followed at every outlet in

Pakistan.

There is no bargaining allowed either at their center. Prices are fixed and tagged on the

products along with ChenOne brand name. Also there is a discount available to the members of

the Prestige Club. Following two strategies are being followed:

Membership is for one year, after that it has to be renewed.

If these members made a purchase of Rs.10000 in a year then they

are given discount of 10%.

If these members made a purchase of Rs.25000 or more than their

membership is freely renewed for the next year.

For ChenOne at present there is no problem regarding price competition just because of their

target market, so the price objectives are to maintain their Status Quo.

3. Place:

ChenOne is using Exclusive Placement Strategy. Normally it appears to have only

one store in a city. But this concept is not true because they Chenab Limited also open more

than one store in high-density areas like Lahore. But still their strategy remains exclusive. The

reason is that within high-density areas they have divided that area into 2-3 large areas with

respect to their customers and used only one store in those areas.

Currently ChenOne is operating in:

Lahore

Islamabad

Karachi

Rawalpindi

Rahim Yar Khan

Multan

Abottabad

Peshawar

Faisalabad

Dubai

Makkah

Bahrain

4. Promotion:

Now a days it is imperative for any company to promote its products

heavily. This can be done in many ways like Sales Promotion, Advertising, Publicity, and

Personal Selling. But Advertising is playing an important role in promotion as companies are

allocating a heavy budget for the advertisements for their products. ChenOne is not using

Broadcast as a medium.

Following are the basic ways for the promotion of ChenOne:

News letters

Brochures

Catalogs

Magazines (Specially Fashion Mags)

Ads on cable

Banners

Events

The last point is very important. ChenOne is using the strategy of conducting Fashion Shows in

the areas where the management is interested in opening the outlet. In Multan they used the

same strategy for 3 years and by conducting such shows they gathered the demographics of

their will be customers. Once it became clear that Multan is the area where they can target

business persons and cover the area of lower Punjab, management decided to open outlet in

Multan.

Also by conducting events like “night shows”, “club nights” they also promote their new

products to their customers.

Also ChenOne is using the service of TCS in order to deliver their News Letters and brochures to

the business persons directly.

Ad Agency:

The advertising agency of ChenOne is Ever new Concept, which is located at

Lahore, Islamabad, Karachi, Peshawar and Quetta.

5. People:

Most of the services are provided by the people (employees). It is important for

the any company to:

a. Select

b. Train

c. Motivate

Their employees because this will make a huge difference in customer

satisfaction.

Better-trained persons exhibit 6 characteristics:

a. Competency

b. Credibility

c. Reliability

d. Responsiveness

e. Courtesy

f. Communication

In this regard ChenOne has a skilled workforce available. In Multan they have 16 workers.

6. Place:

The interior and exterior of the outlet should give the impression to the visitor

that this place is of some standard and that he is putting his foot in right place. Customers

perceives about the service and its quality through Place, people and other things.

Chenone’s outlet in Islamabad is self-speaking and gives an impression to their

visitors about their products and services. Different sections are made. Sections are well

decorated and samples are also shown in front of the section that really adds to their appeal.

Sections are labeled as well like if pants are to be bought then customer can find them in Men’s

wear section and they are arranged in order of 30” to 36”.

7. Process:

When customers enter the outlet, they will find a consultant at each section.

ChenOne is using the powerful computerized system. All the retail outlets are connected with

their center via the computer system. Chenab Group has signed an agreement with networking

company which gives the services to them. At counter the employee will fill the details of the

order in the computer software, a copy of which will be sent to the headquarter immediately

and another copy will be kept safe at local center and print out will be taken. Customer will sign

that bill and another copy is also safe.The purpose of sending order information to headquarter

is that the timely delivery of the products will be made sure and no stock out occurs.

COMPETTIVE ANALYSISChenOne is one of its kinds of stores in Pakistan. It provides full range of clothing and home

products and accessories. It doesn’t have any competitor in its business category. ChenOne

don’t enjoy monopoly in market. It has product, category wise competitors in the country.

Following are its competitors in respective product categories:

Red: Head to Head Competition

Blue: Partial Competition

Black: Moderate Competition

1) Brand = Habbit

Product Category= Furniture

Price Range= Moderate High-High

Intensity= Red

2) Brand = Interwood

Product Category=Furniture

Price Range= Moderate High-High

Intensity=Black

3) Brand =Cross Roads

Product Category= Casual Clothing

Price Range= Moderate High-High

Intensity=Red

4) Brand = Outfitters

Product Category=Casual Clothing

Price Range= Moderate High-High

Intensity=Red

5)Brand =Shirt & Tie

Product Category=Formal Clothing

Price Range=Moderate High-High

Intensity=Red

6) Brand =Dinners

Product Category=Formal Clothing

Price Range=Moderate High-High

Intensity=Blue

7) Brand = Men’s Store

Product Category=Formal Clothing

Price Range=Moderate High-High

Intensity=Red

8) Brand = Stone Age

Product Category=Casual ClothingPrice Range=Moderate High-High

Intensity=Red

9)Brand = Cotton & CottonProduct Category=Formal Clothing

Price Range=Moderate High-High

Intensity=Red

10)Brand = CambridgeProduct Category=Formal Clothing

Price Range=Moderate High-High

Intensity=Blue

11) Brand = BonanzaProduct Category=Formal Clothing

Price Range=Moderate High-High

Intensity=Blue

12) Brand = Oxford Product Category=Formal Clothing

Price Range=Moderate High-High

Intensity=Blue

13) Brand = IdeasProduct Category=Clothing

Price Range=Moderate High-High

Intensity=Red

14) Brand = BareezeProduct Category=Fabric

Price Range=Moderate High-High

Intensity=Red

In Furniture Category brands like “Habbit and Interwood” are the serious threats for ChenOne. They are competing head to head in the almost same target market with nearly same product lines.

In Formal Clothing category, brands like” Cotton & Cotton and Shirt & Tie” are giving tough time to chenone .

In Casual Clothing category, brands like “Cross Road, Outfitters, and Stone Age” are giving tough time o chenone. Specially Cross Road and Outfitters are in the top list as they are located in same area as is ChenOne and in Multan, Lahore and Rawalpindi they are in same plazas.

In Formal Clothing, brands like” Breezes, Ideas, Cotton n Cotton, Shirt& Tie” are giving tough time to chenone.

Despite all the completion that prevails in the market, ChenOne has kept its market place secure and retained its customers as well as generated new ones by sticking to the perceived quality of products, their life and unique designs.

Objectives Determine the Organizational Setup of ChenOne.

Determine the General Information about ChenOne.

Determine the Marketing Strategies regarding ChenOne.

Conduct the SWOT Analysis.

Determine the Relationships with Suppliers and Customers.

Determine any Regulatory Issue(s) while opening the outlet.

Determine the Target Market and Segmentation.

Determine the customer preference for this outlet.

Determine the customer satisfaction level.

Determine the customer loyalty.

Determine the customer visits.

So overall we’ll be checking what type of retail institute ChenOne is and what promotional and

pricing strategies they are using, along with the services being provided.

Conclusion

From previous analysis we conclude that:

Customers frequently visit the ChenOne .

Customers came to know about ChenOne largely their promotion through Banners , Catalogues and News Letters that were mailed to them.

Customers largely purchase garments and bed sheets .

Almost 50% respondents replied that they are satisfied with the ChenOne and 30% said that they are somewhat satisfied.

62% of the respondents replied that ChenOne does not need improvement.

50% of the respondents give “Very Good” rating to Staff Behavior.

62% of the respondents give “Very Good” rating to Store Atmosphere.

49% of the respondents said that Complaint Handling is “Fair” while 25% said that it is “Very Good”.

30% of the respondents give “Very Good” rating to the Claims Handling while 45% rate it “Good”.

From the above mentioned facts we can conclude that ChenOne is performing well in islamabad. As the fact described by the management that now most of area customers have nearly stopped going to other cities because of the presence of ChenOne here in Islamabad.

RecommendationsFollowing are the recommendations for the further improvement of ChenOne.

They should introduce handicrafts specially related to area culture. This trend can also

be incorporated in their Home Fashion accessories.

They should further increase their promotion level.

Still most people were of the view that the prices are relatively high, so management should consider reducing their prices or introducing ranges.

Referenceswww.chenone.com

kamran khan regional manager

Picture Gallery

Questionaire

Intro questions:

1. Briefly describe your current position and responsibilities?2. What are the major stresses and challenges you face on the job?3. In case of any problem to the organization, how do you overcome the

problem?4. What is your organization‘s vision & mission?5. How does your organization set goals?6. For effective goals how would your organization use S.M.A.R.T guideline?7. Which type of goals “short term goals/ long term goals” does your

organization set? And why?8. Does your organization gather performance feedback?

9. Describe the planning process you use (weekly, monthly &quarterly)?

10. What marketing strategies/mix did your organization planned?

11. How chenone overcome the micro and macro economic factors?

12. . What is your organization’s ethical code of conduct?

13. What do you think who is more responsible and have greater influence for creating a positive organization culture through language and action?

14. What do you think does your organization have some burden of social

responsibility also? If so then how much?

15. How would you rank your organization how much social responsive your organization is? is it reactive, defensive, accommodative or proactive?

16. How much chenone is affected from its specific environment in past 5 yrs.?

(The Customers, Competitors, Suppliers, Industry regulations and Advocacy groups that are unique to an industry and that directly affect how a company does business.)

17.What are the Technical innovations in chenone for last 10 yrs.?

18. Have you ever regarded any of your competitors as role model?

19. Have your organisation ever faced resource scarcity? If so then how your organisation handled the situation?

20. Under ever changing international political environment, how you handled such circumstances?

21.What steps your organisation takes in order to maintain strong customer relationships?

22. what are the objectives of chenone?