Assignment 1

Subject

Entrepreneurship

Submitted by:

Zoviba Fatima

Submitted To:

Sir Jahanzaib Ahmad khan

Sap id:

70075281
 Phoenix
Idea:
Our business idea is on sublimation shirts, mostly sports shirts. Our main aim is to use top
quality polyester cotton mix material and provide it to our customers at reasonable price.
We will buy shirts from Sialkot manufacturing units that export the clothes to Germany
and to other European countries. Finished cost is about 6 to 9 hundred Rupees. However,
its selling price will be almost up to Rs.1500. Cost will vary according to the shirts fabric
and design.
Product & Service:

 Features:
As we are in a product industry we are selling clothing that caters the needs of fitness
freak people and football players and some other people as well so basic feature our
product are comfortability, Durability and high standard the other major feature is that
our product have the logo that is imprinted in the clothing the major advantage of this is
that our logo doesn’t deteriorate with the passage of time and our fabric doesn’t colorless
so the feature of our product are very attractive to the gym community and football
player’s and as is also absorbs the sweat coming out at daily activities of these athletes.

 Benefits:
The Benefit of buying our product are that they are low on cost from our competitor and
they can served you for longer time and any other local gym wear brand other benefits
are that you can buy our product online and you can place your order 24/7.
 Stage of Development:
Our products will be very high in quality so we need to have proper check on the
development process that makes them a product that we want it to be they will be
constant evaluation testing of the fabrics and quality of our product so, the product does
not lack in any department there will be a specific management committee that will look
into this matter.

Market and Industry Analysis:

 Market size growth & Trend:
As our focus on the athletes and gym going people so, there is a recent trend going on
Pakistan that more and more people are fitness conscious so there are lots of gym
opening as well Hence, the product we are selling will be gaining popularity in the
upcoming future so, we will also going on to make our products more and more trendy
for the customers so our product does not lack the attractiveness in our competitors.

 Target Market:
Target market our product is basically the football player’s and the gym going people
because they are the people that demand a product that can sustain in harsh condition and
still be durable and serve the cause hence, we are targeting that sector of the market.

 Competition Environment:
The companies we are facing in market are producing high end products but our
company’s main focus is on cost & price department that’s our competition environment
our clothing for athletes and people who are wearing these kinds of clothes would also
prefer cost, that’s why our price are reasonable and we compete with other big brands.
 Opportunity:
The opportunity we have currently in the market is that we are enter the market with low
cost strategy and uniqueness our product is that our logo is imprinted on shirts.
Market Planning

Target Market Strategy

 The main focus is on the sports and athletics based population in all major cities.
 There is no age restriction but is mainly focused on the young generation that are up to
date with current fashion trends.
 Gyms and other training centers are potential customers.
 Sports-teams like cricket and football are targeted as well.
 Current industry lacks the customizable kits available at disposal for the customers.
 Our customers rely on the quality and product in making buying decision.
 People are presently paying good amount of money to international brands for the same
product so they will be impressed by our selling prices.
 Our product has very low switching cost as we will be giving the same product at
reasonable prices.
 Other areas like leisure wear clothing will also be manufactured in the future as it has
high demand in the region.

Channel
 The company will follow a multichannel strategy.
 The potential channels of delivery will mainly be outsourced to companies like TCS.
 These partner companies will charge fixed rate within a company providing a streamlined
cost for buyers.
 Value add retailers can also be provided articles.
 E-commerce is how the orders will be placed for customized articles.
 One mode can be sponsorship to some local sports tournaments.
 Sports-teams can be also be given shirts etc. with brand names.
 Local shops will also display the products.

Positioning
  Phoenix is a high quality custom made garments company. The wide range of fine fabric
and the possibility of detailed customization is a unique clothing experiences.
 This name is chosen because of the aggressive and fiery vibe it gives as the company is
focused primarily on sports and athletics wears.
 The company has an advantage over its competitor due to the option of custom made
option.
 This level of customization is currently absent in the market and is untapped by the major
companies like Nike and Adidas.
 The point of marketing will be in major cities which are sports enthusiasts.
 An outlet in near other major sportswear shops will be opened.
 Small towns with potential customer base can also be targeted.

Product/Service Strategy
 The company will initially deal in bespoke sportswear.
 Customers want their own color combinations and their own specific fitting with no
compromise on the quality of the product.
 Our product will have an edge over our competitors due to the products customizing
according to user’s own requirements.
 We will use latest designing software operated by qualified designers and artists who will
cater the customers’ demands.
 Industry leading machinery will also be used along with high tech sublimation machines
to make long lasting prints.
 The production factory will be located in Sialkot as it is the textile industry’s hub in
Pakistan.
 Customers will have the full option of amendments or return of undesired products.
 The company will expand into leisure wear within a year of operations for customers of
all interests.
 There is also an array of clothe materials to choose from.
 The products can have their own designs along with premade samples as well.

Pricing Strategy
  The price will be significantly lower than the competitors as the inductor low price will
attract customers to use.
 We will keep cost plus markup to conclude the prices of the individual products.
 The cost for a shirt/trousers is roughly around Rs.800 per piece.
 The selling price will start at Rs.1500 per piece for customized shirt.
 The price of predesigned shirts will range from Rs.1000 to Rs.1400 per piece.
 Other than shirts trousers will be sold at Rs.800 while the shorts at Rs.600 per piece.
 These prices are subject to 10% annual increase dependent on the inflation rate in the
country.
 The retailers who can buy premade designs in bulk will be given 5%-10% special
discount.
 Our competitors are based on imported material while we will produce the same product
locally due to which we have price advantage. They sell at Rs.3000 plus per piece.
 The target market will be comfortable with our prices as they are almost half of what they
pay at other famous brands.

E-Commerce
 The company will initially enlist its materials on major shopping websites like Daraz and
Ishopping.
 The brand name will be promoted on social media and email marketing.
 After gaining popularity, it will launch a personal website for its products where users
can view online catalogue and place orders.
 Customers will be given the option to pay online through secure payment channel.
 Online technical support will be provided 24/7.

Communication Strategy
  The customers will be communicated through different media platforms like TV and
Magazines.
 Emails and messages will be sent to personal email ids and numbers be provided.
 Billboards and posters can also be utilized for advertising.
 Different sports events will be sponsored for brand awareness.
 The website will be regularly updated and promoted on social media.

Sales Strategy
 Direct sales to customers will be based on E-commerce and an outlet.
 Accounts will be maintained on shopping websites where sales will be made.
 After the launch of website, the product will be sold our own platform.
 Local retailers will also be used to sell the product.
 Special discounts will be offered on bulk purchases.
 Gyms will be offered the fine quality of products, customized for their needs.
 Local shops will be partnered to promote the sales of these products.

Revenue Model
 The company will be based on cash and credit sales both.
 Major customers will be given credit relaxations.
 Small customer will follow cash bases sales.
 Online sales can follow cash on delivery mode.