FINAL PROJECT

Subject Consumer Behavior

Section BBA # 8

Dated 9/7/2020

Semester 8th

Summited Prof. Rana Murawat

to

Student Name Registration Number

Bilal Hussain S2F16BBAMOOO1
Abu-Bakar Fayyaz S2F16BBAMOO13
Muhammad Umais S2F16BBAMOO18
Usama Sajjad S2F16BBAMOO15
 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 Environmental 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………………………………………..…….6
Introduction………………………………………………………………………………………..6
History……………………………………………………………………………………………..6
ChenOne Profile…………………………………………………………………………………...8
Chenone Outlet’s…………………………………………………………………………………..9
Structure…………………………………………………………………………………………..10
Timings……………………………………………………………………………………..…….10
Prestige Club…………………………………………………………………………..…………10
Logo…………………………………………………………………………………………..…..11
Future Plans………………………………………………………………………………..……..11
VISION AND MISSION STATEMENT…………………………….….12
Vision Statement…………………………………………………………………………………12
Mission Statement………………………………………………………………………………..12
CORE VALUES…………………………………………………………..13
Quality……………………………………………………………………………………….…...13
Creativity……………………………………………………………………………………..…..13
Efficiency…………………………………………………………………………………….…..13
Courtesy…………………………………………………………………………………….….…13
Integrity…………………………………………………………………………………….……..13
CURRENT MARKETING SITUATION……………………………….14
Market Description…………………………………………………………………...…………..14
SITUATIONAL ANALYSIS……………………………………………..15
SWOT…………………………………………………………………………………………….15
BCG Matrix……………………………………………………………………………………....20
ANALYZING THE MACRO ENVIRONMENT………………….…....20
The Demographic Environment………………………………………………………………….20
Economic Environment…………………………………………………………………………..21
Natural Environment……………………………………………………………….……………..21
Technological Environment………………………………………………………………...…….21
Political-legal Environment………………………………………………………………………21
COMPETITORS OF CHENONE…………………………………...…..21
MARKET SEGMENTATION AND TARGET MARKET………...….22

CUSTOMER PSYCHOLOGY OF CHENONE…………………….…..23

Inactive Shoppers…………………………………………………………………………..……..23
Active Shoppers…………………………………………………………………………………..23
Service Shopper…………………………………………………………………………..………23
Price Shoppers……………………………………………………………………………………23
MARKET POSITIONING……………………………………….…..…..24
Marketing Mix and Strategies………………………………………………………………..…..24
Product……………………………………………………………………………...…………….25
Price……………………………………………………………………………….……..……….30
Place……………………………………………………………………………………..………..31
Promotion…………………………………………………………………………………..……..32
People………………………………………………………………………………………..……33
Place…………………………………………………………………………………,……..…….33
Process……………………………………………………………………………………...…….33
Marketing Communications Strategy………………………………………………….…………34
COMPETTIVE ANALYSIS………………………………………….….34
TARGETS & ISSUES…………………………………………………….40
First-year Targets…………………………………………………………………………………40
Second-Year Targets……………………………………………………………………………..40
Issues……………………………………………………………………………………………..40
OBJECTIVES……………………………………………………………..41
CONCLUSION……………………………………………………..……..41
RECOMMENDATIONS & SOLUTION…………………………..……42
REFERENCES……………………………………………………………42
PICTURE GELLERY……………………………………………,,,,,,…..44
QUESTIONERE…………………………………………………,,,,,.,,…..49

ACKNOWLEGEMENT
I would like to express my special thanks of gratitude to my
teacher “Prof. Rana Murawat” who gave us the golden
opportunity to do this wonderful project on the topic Consumer
Behavior Implementation In Comapny, which also helped us in
doing a lot of Research and we came to know about so many new
things we are really thankful to him.
Secondly, we also like to thank our parents and friends who helped
us a lot in finalizing this project within the limited time frame.
 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 25+ (in Pakistan and Middle East)

locations

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 • bedlinen • 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 projects 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 nationwide. 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:

 Home Textile Department

 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 citizen.
 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 uses 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.

Question Marks(?)
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, Children, youngsters, and
elders. 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 children, 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 Environment:
According to Chenone manager they are very sound in changes of technology and they are best
using of technology. Very soon they will start online selling point.

Political-legal Environment:
They are registerd company and paying huge amount of tax and these days Pakistan politically
very bad but in these condition they are earning 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
 CUSTOMER PSYCHOLOGY OF CHENONE
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:

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.

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

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.

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
products position is the complex set of perceptions, impressions and feelings that consumers
have for the product compared with competing products. Chenone puts into great deal of effort in
making itself unique and distinct. Even though Chenone has as such no direct competitor, it still
has to make its services and products different from those available locally. Chenone charge high
price but give more benefits. Chenone designed a product according to the customer wants and
demands. Chenone products 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. Product
Following is the detail of the product line that is carried by the Chenone:

Garment:
Women’s Wear

Following varieties are available in this category:

 Lowers

 Uppers

 Shalwar Suits

 Long Dresses

 Nightwear

 Jackets

 Kurtas
 Sweaters
Men Wear:

 Lowers
 Uppers
 Shalwar
Suits
 Suiting
 Nightwear
 Jackets
 Jogging
Suits
 Shorts
 Pajamas
 Sweaters
 Belts
 Ties
 Shoes
Kid’s Wear:

 Shalwar Suits
 Jackets
 Nightwear
 Frocks
 Belts
 Shoes
 Socks
 Vests
 Uppers
 Lowers
Kitchen Accessories:

 Design Wear
 Aprons

Bathroom Accessories:

 Towels
 Bath Robes
 Shower Curtain

Furniture:

 Bedroom Furniture
 Living Area Furniture
 Dining Area Furniture
 Kids Furniture

Bed Sheet Sets:

 Bed Sheet Single

 Bed Sheet Queen
 Bed Sheet King
 Quilts Cover
 Bed Spread

Crockery:

 Dinner Sets
 Tea Sets
  Water Sets

Bed Basics:

Fabric Covers

Pillows

Quilt

Mattress

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:

 Select
 Train
 Motivate
 Their employees because this will make a huge difference in customer satisfaction.
 Better-trained persons exhibit 6 characteristics:
 Competency
 Credibility
 Reliability
 Responsiveness
 Courtesy
  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.

Marketing Communications Strategy:

ChenOne use various marketing channels to communicate its marketing messages to
the targeted customers. The major channels in Pakistan are

 Billboards

 Newspapers

 Fashion Magazines

Internationally it has its own fashion magazine & has plans to introduce such activities
locally as well.
 COMPETTIVE ANALYSIS
ChenOne 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 Clothing

Price Range=Moderate High-High

Intensity=Red

9)Brand = Cotton & Cotton

Product Category=Formal Clothing

Price Range=Moderate High-High

Intensity=Red

10)Brand = Cambridge

Product Category=Formal Clothing

Price Range=Moderate High-High

Intensity=Blue
11) Brand = Bonanza

Product 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 = Ideas

Product Category=Clothing

Price Range=Moderate High-High

Intensity=Red
14) Brand = Bareeze

Product 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.

TARGETS & ISSUES:

First-year Targets:
For the next year the store’s target is to increase its sales by opening a number of new outlets for
easier accessibility to its customers. ChenOne plans on opening new stores in various cities
where it was not functioning earlier on and to open up 2 more outlets in Karachi so that
customers can shop with convenience.

Second-Year Targets:
The target of the company in the second year is to further expand their stores and to divulge into
the market share it has previously ignored. It’s working on opening of new stores under a new
brand name which would target the middle and lower middle class so as to increase their market
share and gain more customers. It also plans on opening more stores abroad so that it gains more
international recognition which would enhance the value of the brand.

Issues:
According to the target of the company the major issues faced by the store is the financing to
support its expansion plans both at national and international level and to create more brand
awareness to the people who previously did not had access to it. This would require heavy
advertising and brand promotional activities on the behalf of the store. It would also require
heavy research so as to analyze and target the market in the best possible way. High quality and
product differentiation would also be an issue for the brand since it would be divesting in so
many new markets.

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.

RECOMMENDATIONS & SOLUTION

Following 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.

REFERENCES
www.chenone.com

kamran khan regional manager

PICTURE GALLERY
 QUESTIONAIRE
1. Intro questions:
2. Briefly describe your current position and responsibilities?
3. What are the major stresses and challenges you face on the job?
4. In case of any problem to the organization, how do you overcome the problem?
5. What is your organization ‘s vision & mission?
6. How does your organization set goals?
7. For effective goals how would your organization use S.M.A.R.T guideline?
8. Which type of goals “short term goals/ long term goals” does your organization set? And
why?
9. Does your organization gather performance feedback?
10. Describe the planning process you use (weekly, monthly &quarterly)?
11. What marketing strategies/mix did your organization planned?
12. How chenone overcome the micro and macro-economic factors?
13. . What is your organization’s ethical code of conduct?
14. What do you think who is more responsible and have greater influence for creating a
positive organization culture through language and action?
15. What do you think does your organization have some burden of social responsibility
also? If so then how much?
16. How would you rank your organization how much social responsive your organization
is? is it reactive, defensive, accommodative or proactive?
17. How much chenone is affected from its specific environment in past 5 yrs.?
18. (The Customers, Competitors, Suppliers, Industry regulations and Advocacy groups
that are unique to an industry and that directly affect how a company does business.)
19. What are the Technical innovations in chenone for last 10 yrs.?
20. Have you ever regarded any of your competitors as role model?
21. Have your organization ever faced resource scarcity? If so then how your organisation
handled the situation?
22. Under ever changing international political environment, how you handled such
circumstances?
23. What steps your organization takes in order to maintain strong customer relationships?
24. What are the objectives of chenone?