Marketing Plan

FOR WORDS
 Our boutique is a bride & groom repository that

specializes in the rental and buying of dresses of brides
and groom. Our boutique is located different areas of
Lahore. Our Head office is located in Liberty Market.
Situation Analysis
 Market Summary
Our Boutique possesses good information
about the market and knows a great deal about the
different target customers. This information will be
leveraged to better serve the customers. We will attempt to
determine the customer's specific needs, and how it can
better communicate with them.
Target Markets
 Our boutique is targeting on Middle or High classes.
 Our boutiques is focused on both young or old age brides
and grooms.
 Our boutique also provide dresses for different
communities like Christians etc
Market Demographics
Geographic:
 Our boutique is working in different areas of Lahore.
 Our Head office is situated in Liberty Market.
Demographics
 Males and Females
 Women and Girls (18yrs-onwards)
 Men and Boys (18 yrs-onwards)
 Income per Month 25,000-onwards
 Educated or non-educated
Behavior Factors
Market Needs
 Selection: A wide choice of dresses are offered.
 Affordability: The pricing structure will provide Hiqh

quality discount.
 Customer services: Choosing and fitting is nit easy,

therefore we will hold the customer’s hand as they journey
through this monumental process.
Market Trends
 While a few larger cities have seen the emergence of
rental dresses, these are primarily progressive cities like
Lahore, Karachi, Islamabad, etc. This is typical of many
trends, which start on the big cities and move to small
cities. Because the purchase of wedding dresses is so
rooted in tradition, it has truly taken a while to see the
emergence of these practical, logical solutions to the
traditional squandering of resources for ugly dresses.
Market Growth
 There are different shops in Lahore which provide
Wedding dresses of Bride & Groom for Sales, But in our
boutique we provide dresses for all functions. Almost all
wedding utilize dresses for Bride & Groom are available
in our Boutique.
SWOT Analysis
Strengths
 High quality dresses
 A practical or efficient way to have a wedding while
minimizing sunk cost
 Outstanding discounts
Weaknesses
 The requirement to generate awareness for our boutique
 Our shop lacks visibility
Opportunities
 Similar boutiques or shops in other markets have seen
explosive growth
 Rationality
Threats
 Competition
 Traditionalism
Competition
 Other Bride & Groom shops or stores: These shops are
national or regional stores that use the buying power of a
multi-shop establishment to lower prices as well as
increase selection
 Sole Proprietor: This style is a single outlet. It is hard to
categorize much beyond this. There are some high-end
independent shops as well as some budget ones. These
stores are often relying on knowledge of local tastes as
well as being a member of the community.
Products/Services Offerings
Our products are:
 Bridal dresses
 Groom dresses
 Bride’s Nikah Veil or Dupatta
 Bridal Gown
 Head pieces
 Whole variety of wedding dresses are available.
Key Success Factors
 Professionalism: When peoples are making decisions
regarding their wedding they do not want to feel like they
are cattle being herded through the corral. Professionalism
and Customer attention is required to make each customer
feel like this is their special occasion.
 Selection: A wide selection of dresses must be offered
otherwise the idea will be shunned because it will be too
pedestrian. Customers do not mind renting a dress, they
will however mind renting the same dress as their
neighbor.
Critical issues
For excellence and success we need to :
 Establish the texture of our dresses which are available in
our boutique
 Cost control on dresses.
Mission
 Our mission is to provide cost effective use of bride and
groom dresses for wedding.
 We believe and care our customers feelings and emotions
so our services and dresses will exceed the expectations of
our customers.
 To provide customers with a boutique that offers a
comfortable and approachable environment.
 To offer a variety of beautiful and high-end fashion
dresses.
 To help customers learn what clothing and styles go best
with their unique personalities.
Objectives
 To create a service based company whose primary goal is
to exceed customer’s expectations
 To increase the number of loyal customers by providing
superior services.
FACILITES
 FITTING FACILITIES
 DISCOUNTING FACILITIES
 CREDIT CARD FACILITIES
 GIFT VOUCHER FACILITIES
 ALSO PROVIDE DRESSES ON RENT
COMPETITIVE ADVANTAGE
We have a competitive advantage that will help us
quickly grow our customer base and validate this new
concept.
 The first is the idea that indeed, like men's wear ,
women's bridal wear can be rented. This is particularly
intuitive since the dresses are only worn once.
Marketing Objectives
 Maintain steady, high rates of growth each month.
 Generate an increase in referrals money.

Financial Objectives
 Increase profit margins by 3% every 3 quarters for the first
3 years.
 Profitability by the end of one year.
 To get up the business up and running we will need to
obtain financing
 We do not sell anything on credit
 Cost of sales for the clothing items has a 2 months delay.
Positioning
Our boutique will position itself as an:
 Best quality of clothes’ texture
 Reliability and responsiveness
 Great quality of work on dresses
 Creativity on dresses of Brides & Grooms
 Latest designed and styled dresses
Marketing Mix
 Pricing: The services will be priced below the alternative
purchasing of dresses.
 Distribution: All services or products will be administered
from our boutique.
 Promotion: Advertisements in different media, websites or
on billboards.
 Products/Services: Better or High quality dresses of Bride
& Groom.
 Customer Service: We recognizes that a wedding is a once
in a lifetime occasion and will treat customers like they
are royalty.
Marketing Research
 During the development phases of the marketing plan, several
focus groups were held to gain valuable insight into customer
preferences and buying decisions. A total of three focus groups
were held. One with each of the two target markets and a third
with members of both target markets present.
 The focus groups presented the participants with the general
business proposition of wedding wear rentals and feedback was
collected. In addition to a free-for-all discussion, there was a
list of specific questions that was asked of all three focus
groups. The results of the focus groups were invaluable, with
many of their suggestions eventually incorporated into the
current business model
Controls
 The purpose of our boutiques' marketing plan is to serve
as a guide for the organization. The following areas will
be monitored to track performance:
 Revenue- monthly and annual.
 Profit margin- monthly and annual.
 Customer referrals.
 Customer satisfaction.
Implementation
 Plan implementation will based on a detailed activity
wise execution schedule, advertising, marketing plan
completion, maintenance, web development and
budgets.
Contingency Planning
 Contingency Planning
 Difficulties and Risks:
 A slow first year that will put a strain on cash flow.
 Excessive wear and tear placed on the rental garments.
 Worst case Risks:
 A seemingly outright rejection by the market of rental
wedding wear.
 Having to liquidate stock of dresses to cover liabilities.
MULTI-CULTURE
COLLECTION
Groom’s Collection
Nikah Dupatta Collections
Bridal Gowns
Christians Bridal Gowns
Bride & Groom dresses

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FOR WORDS

 Our boutique is a bride & groom repository that

 Affordability: The pricing structure will provide Hiqh

 Customer services: Choosing and fitting is nit easy,

 Generate an increase in referrals money.

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