MARKETING PLAN HIJAB
INTRODUCTION
Marketing is a managerial process. Its main function is market the product or service that provided. Some people might think that marketing is only concern on selling and advertising activities. However, marketing is more than that. The role of marketing considered as one of the most critical parts of the business organization because that is where the money comes from. The inability of the business to market their product or services will lead to failure in the business and probably incurred losses. Doing marketing plan is not easy as some people thought. We have to hardly and smartly try to increase the sales of product and services. In our business business types however, however, we provide product and services for the customers. In other to achieve the excellent sales as our main goals, the marketing manager has to concern more on satisfaction of the customer. Therefore, like others business, business, Hijab¶s Boutiques is also concern concern in determining a marketing plan plan as guidelines to reach our business goals. There are many ma ny processes in doing marketing activities: y
Determine product concept
y
Determine target market
y
Determine market size
y
Determine strength and weakness of competitors
y
Determine market share
y
Determine services forecast
y
Determine marketing strategy
y
Determine marketing budget
PRODUCT CONCEPT
Hijab¶s Boutique offers a product for the muslimah. Nowadays, women are more concern about their fashion and some of them are really trying to look fashionable and different from others even with a hijab. Here in our boutique, we provide a quality product from different variety of shawls and scarfs. Hijab¶s boutique product concept is unique because we import our material from others Asian countries such as India, China and Thailand. We also import from West Asia such as Turkey, Saudi Arabia and Yemen. We design the material by follow the taste of Malaysian to make it more comfortable and fashionable. Hijab¶s boutique have lot of different types of shawls and scarfs that are suitable for all kind of ages of muslimah, from teenagers, young adults and adults. We divide our product into several categories that can purchase from middle class to upper class of customers. We also give the consultation service as additional for t he customer that needed.
TARGET MARKET
Target market is refers to a group of customers with similar traits that the company want to attract by their product or service t hat offering by them. By identifying the tar get market, then only we can meet with potential customers in the market to generate profit. There are two steps we had done in order to identify our target market. Firstly, we identified our products offered to customers and our product mostly for muslimah customers. Secondly, we had decided which market segmentation can be used to identify our potential customers which are geographic and demographic segmentation. y
Geographic
segmentation
Geographic
segmentation is known as the target that focuses at certain or particular area. The focus is according to the housing area and other places that near to our business centre. Our business took place at Damansara. We are focusing not only the Damansara people but also people aound Kuala Lumpur. y
Demographic segmentation
Demographic segmentation is base on the demographic variables such as gender, age, income, education and others. Based on our observation, we focus on gender, age and income to decide the demographic segmentation. The target customer for our business is female that we focus on muslimah only. The average age for our potential is around 15 and above who are concerns about their personality.
MARKET SIZE
Market size is the value of the completely potential purchases made by a group of target markets including those proportion controlled by existing competitors in the same market. As we state before, we only focus on muslimah customers only. The age of our customers average from 15 and above. There are 100 00 people are females in Damansara. However, there is only 10% of the female are ages between 15 and above. There are 70 000 people in Damansara and 42 000 of the people are female. However, there is only 40% muslimah are ages between 15 and above which is 16800. We assume from 16 800, only 900 muslimah will visit our boutique. Average of the muslimah spends their money on shawls and scarfs permonth is around RM100. WORKING: Total number of population: 70 000 Total number of female population: 42 000 Total numbers of muslimah ages 15 and above: 42 000 X 40% = 16 800 only 900 muslimah visit our boutique. Average of the muslimah spends on the treatment per-month: RM100 Therefore, our market size: 900 X RM100 = RM90 000 per-month 900 X RM100 X 12 = RM 1 080 000 per-year
Strengths and Weaknesses of the Competitors
As a new business, it is important for us in analyze and recognize the strengths and weakness of our competitors in order to get the best among all. The marketing strategies that will be implementing are also base on this result. COMPETITORS ARIANI
STRENGHTS y y
y
HAJABA
y y
NAJJAH
y y
y
MUNAWARRAH
y y
y
WEAKNESSES
Exist for a long time Already known customers
by
Famous among four boutiques
all
Exist for a long time Already known customers
y
y
by
Exist for a long time Already known customers
by
Famous with unique colors
the
Exist for a long time Already known customers
by
Famous with unique design
the
y
y
Design common
is
Design focus adults only
too
for
Does not have many outlets
The price is quite expensive
Hijab¶s boutique strengths, weaknesses, opportunities and threats: STRENGTHS
WEAKNESSES
y
Space is bigger and more comfortable
y
New existence
y
Various
y
Not yet have regular customers
products
offer
to
the
customer y
Have a special offer such as discount for the members
y
Attractive signboard
y
Reasonable and moderate price
y
Use different kinds of promotion strategies pamphlet, signboard and banner, season promotion and business cards and membership card as our tool to promote our services
OPPORTUNITIES y
New international market
THREATS y
y
Developing internet market
y
y
During season festival (hari raya)
y
A new competitors New technology
Taxation
MARKET SHARE
Market share refers to the approximate market proportion controlled by the business after considering the whole market size and the influence of the competitors in the same target market. The market share quoted based in percentage of the whole market size. For our business, we had compared the market share before and after we entering the market. Market share before entering the market
COMPETITORS ARIANI
SALE (RM) 5, 434,895.60
HAJABA
3,396,809.70
NAJJAH MUNAWAARRAH TOTAL
2,309,830.60 13,587,239
PERCENTAGE 40% 25% 2,445,703.02 17% 100%
18%
Market share after entering market COMPETITORS ARIANI
UNIT SALE(RM) 5,434,895.60
HAJABA
3,396,809.70
NAJJAH MUNAWARRAH HIJAB
1,630,468.60 1,086,979.10
TOTAL
13,587,239
PERCENTAGE 40% 25% 2,038,085.80 12% 8% 100%
15%
SALES FORECAST WORKING: SALES PER YEAR: RM1 080 000 YEAR 2011
SALES FORECAST (RM)
January February
80 000 90 000
March April May
90 000 90 000 90 000
June July August September October
90 000 90 000 100 000 90 000 90 000
November December
90 000 90 000
ST
TOTAL 1
YEAR
SECOND YEAR
RM1 080 000
1 134 000
(RM1 080 000 X 5% =RM54 000) THIRD YEAR (RM1 134 000 X 7.5% = 85 050)
1 219 050
MARKETING STRATEGIES
Marketing strategies is important to attract people purchase at our business. We divided our marketing strategies into three aspects which ar e Product, Price and Promotion. Product and Price Strategy We had combine this strategies because both of it related. The products in our boutique can be purchase with reasonable prices with a good quality. We have various types of shawl and scarfs that are easy to wear, scarfs with a swarovski stones , shawls with different unique of design and others. We categories our products into different design with different prices. For Exclusive Hijab, the average price is from RM300 until RM500 because the product is handmade and its take time to made it. Middle Hijab, the average price is from RM100 until RM300, the product is really unique and it will be produce only in a small quantity because we want to control the quality. Lastly is the Basic Hijab the average price is only from RM30 until RM100. Basic Hijab is a product that is easy to wear and very simple but still fashionable. We decided the price after consider about the operational cost, cost of product that we has calculated. In addition of the product we produce, we also provide the consultation for our customer. Consultation is service that give to the customer who ask an advice how to wear hijab in more fashionable way that are suitable with the customers. The consultation is free. This is t o encourage those customers to come again to our boutique. For long term, this is good strategy. The customer later may become our r egular customer. Promotion strategies We use many ways to promote our services. We decide choose to use pamphlet, website, signboard, banner, season promotion, business card and membership card as our tool to promote our products. Pamphlet We provide pamphlets to our customer who comes to our boutique. They can see and be familiar with our product trough the pamphlets. We also state the products¶ price and quality in the pamphlets. Signboard In order to make our potential customer realize and aware about the existence Hijab¶s Boutique in the market, we will fix the business signboard at our business premises. The color used for the signboard is also attractive, so that the people will clearly see it.
Banner Banner is the effective way to promote the products. We shall put two banners at two different places. We will put one banner at the traffic jam light junction and another one at housing area. So many people can see it. On the banner there are stated our premise address, types of product and telephone number so that people easily know where is our business took place.
Business card It is basic tool of advertisement of Hijab¶s Boutique. Trough this business card, we can introduce our service to potential customers. We put our business address, type of products and shareholders name on it. All five shareholders at Hijab¶s Boutique will have their own business cards and they may distribute it to their friends and relatives. We also distribute it trough the customer that are come to our boutique, so that they may give it to other people. Season promotion People usually may come to get the services when come some season, for example is the Hari Raya season. Based on our observation, we found that people in Malaysia like to shop on Hari Raya season because they want to wear something new on that day. During the Hari Raya season, we ca n give special discount as the temporary promotion for our customer. This may attract many customers to come to our boutique. Membership card The membership card is offer to our entire customer that wants to be the regular customer. The customer will get 20% for the Platinum Card if they purchase more than RM350. Every one item they purchase will get 20% off with the membership card. For the customers who purchase more than RM200 will get 10% for the Gold Card and every one item they purchase will get 10% off. The discount purpose is to attract the people to become our regular customer. We also have lucky draw once a month for our regular customers, that had become members.
MARKETING BUDGET
ITEMS
UNIT
Signboard(15¶X3¶)
1
OTHER EXPENSES(RM) 1800
Banner(18¶X4¶) Streamer(6¶X2¶) Pamphlet
2 1 200
280 54 400
Business Card Membership Card
200 50
50 30
Miscellaneous Total
FIXED ASSET(RM)
MONTHLY EXPENSE(RM)
200 2614
