Project Scope

Broad Scope: A complete feasibility study for launching a formal childrens line
Sub-Components:
1. Whether a market for formal and semi-formal clothing for kids exists in Pakistan. If yes, what is
the size of this market.
2. What are the purchase drivers of formal and semi-formal kids wear in Pakistan.
3. What competition will Royal Tag face from existing competitors.
4. Whether the brand should be launched as a separate entity or under the brand umbrella of the
existing Royal Tag brand.
5. Determining the features of product line that will appeal to the customer and determining the
appropriate product length and breadth.
6. Pricing of the new kids line, strategy to adopt which will earn the highest returns for the
company i.e. price skimming, penetration pricing, competitive pricing, cost plus pricing or a
combination of the above.
7. Whether the new kids line should be placed/displayed in existing stand alone stores, or in malls.
8. Avenues for promotion of the kids line. What elements should go into the advertisements that
will appeal to the kids as well as their mothers who will hypothetically make the final purchase
decision.
9. Recommending ingredients of the marketing mix that work in cohesion with each other.
10. Conducting financial feasibility analysis for the new line, i.e. Estimating Cash Flows and
Projections of Income Statement, Estimated Return on Investment and Return on Equity, Net
Present Value, Internal Rate of Return, Profitability Index and Economic Value Added.
Research Methodology:
1. In- Depth Interviews
2. Focus Groups
3. Z-MET
4. Conjoint Analysis
5. Questionnaires
6. Regression Analysis
7. Factor and Cluster Analysis
8. Sensitivity and Scenario Analysis
9. Mystery Shopper
10. Competitive Analysis: Tailors, Anarkali ready made garments, Next and other brands
11. Attending Weddings
12. Interviewing Eid Shoppers
13. Existing Market Research studies
14. Financial Modelling