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‘ORA’ will be a unique boutique and bakery catering to the need for innovation and quality in both these fields. ‘ORA’ as a brand will stand for good quality and much needed variety in western wear and delicatessen in Chandigarh. It will be the only combination boutique and bakery in the city. Our aim is to build a strong brand and establish a reputation of style and good taste in the field of ready to wear women’s apparel and impeccable quality and innovation in baked goods.
Build a strong brand based on quality and variety to attract a loyal client base To become the number one, most trusted source of stylish, tasteful western clothing for women in Chandigarh To maintain margins between roughly 50-100% through close attention to expenses and cost of goods sold With fashion products susceptible to seasons and changing trends, keep a fresh stock of clothes and maintain a high turnover. Bi-Weekly and monthly changes in stocks and styles: o Low quantity = Scarce supply (more on this in sales and pricing strategy) o More Styles = more chances of catering to varied tastes o Faster turnover = More fashionable clothes (rather than stale styles)
To provide consistent good quality products at competitive prices To cater to the customers in search of good value for money where competitors’ products suffer from the drawbacks of mass production To introduce innovation in baked goods through products which are not available in the city, and therefore create a niche market To establish a loyal clientele
Although the word ‘ORA’ has multiple meanings, the English version of the word stands for ‘beautiful seacoast’ . It stands for the calm and relaxed character of the seaside; its simple elegance and sophistication; and the consistency with which it has inspired mankind with visions of boundless beauty. We want the overall brand personality of ‘ORA’ to be elegant and tasteful yet laid back and relaxed. We want to be associated with elegance and purity. A blend of sophistication and bohemia; a brand that our patrons would be proud of.
We envisage ‘ORA’ as a brand that will be associated with quality, exclusivity and good taste in apparel. Our baked goods will be wholesome, from fresh quality ingredients, rich and flavor and texture. Serving them exactly how we, ourselves, would like to eat them. We will provide our customers with an amiable, approachable retail experience. Clothes-food combination: We think that the two elements of ‘ORA’ will complement each other. The aroma of coffee or freshly baked chocolate chip cookies has always had a calming effect on the human psyche. The comforting whiff of fresh baked goods will enrich the shopping experience of an apparel customer. With very few customers likely to resist the temptation of a cookie, it may also encourage her to have a bite after having bought her dress. Although the smell could distract her away from the apparel, ‘ORA’ would have served her either way! At the same time many shopaholics would agree that a good cup of coffee and a chocolate chip muffin is a timetested cure for shopping fatigue. Also, there’s nothing like a nice chocolaty treat to celebrate the triumph of having found the perfect thing to wear at tonight’s party. This isn’t the first example of the combination food-clothes store. Many large and popular stores have combined these two functions of retailing and had a very successful experience. Marks & Spencer (M&S) is a major British retailer, with over 840 stores in more than 30 countries around the world. It is the largest clothing retailer in the United Kingdom, as well as being a food retailer. Both parts of the business were entered into together, from the very onset. Additionally, both products are housed and displayed more or less together. M&S stores typically feature a selection of the company's clothing ranges and a food hall. Selfridges: Founded in 1909, Selfridges is a classic department store and London's second largest shop after Harrods. This is the flagship store and it's a great place both to eat and shop. The food hall alone is worth a visit but you could easily lose a couple of hours enraptured in a luxury shopping experience covering fashion, accessories and stuff for the house.
The presence of food, therefore, instead of hindering the shopping experience, is seen by most customers as an additional convenience or attraction to a particular store. Nevertheless, it may be argued that the smell of a spicy crepe or sauté chicken while you shop can hardly be considered attractive. We cannot agree more. However, the smell of freshly baked chocolate cookies or a nice cappuccino changes the equation completely. One of the most well known facts regarding chocolate is that it triggers the excretion of endorphins in the human brain. This is a feel- good chemical – that helps reduce stress and lead to feelings of euphoria and general well-being. This can only help to heighten the shopping experience.
Keys to success:
‘ORA’ will differentiate itself from competitors through the following: Quick turnover of apparel stock to ensure agreement with current trends Provide customers with top notch personalized customer service and an amiable shopping experience Concentrate on quality rather than quantity to prevent over-crowding of shelves and better visibility of product Introduce new varieties of baked goods which have not been introduced by competitors
Maintain highest standards of quality both in the ingredients used and the end product
‘ORA’ will be set up as a Private limited company with Shumaila Chauhan and Manasi Kumbhat as the directors. The operations of both the elements of the business will be carried out from (Address of house). The hours of operation will be from 8.00 am to 8 p.m. on all days except Wednesdays. This timing refers to manufacturing taking place both at Mohali. The retail operations may continue till later in accordance to footfalls. The procurement of ingredients for the bakery will be carried out as needed until demand trends are identified. Procurement of raw materials for the apparel production will be from New Delhi on Wednesdays (days on which the major markets in Delhi are open), every month. The procurement will be in accordance to pre-determined designs, after giving due consideration to variation in sizes for the same design.
‘ORA’ incorporation costs are listed below. The business will start with 2 weeks inventory in apparel. In Bakery, inventory will be held for a maximum of 2 days. Fixed Investment Sowing machine Iron working table Shelves, hat racks etc Generator Bread Machine Oven Stand Mixer Blender Weighing scale Stove Microwave Refrigerator Refrigerated counter Toaster Water Purifier Coffee Machine Miscellaneous Furniture Generator Total Bakery Apparel 15000 1500 600 8000 12500 6000 45000 3000 1500 2000 8000 8000 45000 48000 2500 13250 3403 10000 8000 12500 216153 37600
Monthly expenses Wages & Salaries Advertising Packaging Rent Utilities Printing (cards, menu) Cost of Goods Sold Travel expenses Insurance Total
Bakery 7000 4000 2092 10000 10780 1000 4750
Apparel 10000 4000 1000 5000 1000 1000 17600 2600
Other expenses will include incorporation expenses and licence fees. Our preliminary estimates of these costs are about Rs. 25000 in total. Location and Facilities: All operations of the business other than retail selling will be carried out at (Mohali address). This is an area of (500) square feet which will house one tailor. Baking operations will be carried out in the kitchen. This address was chosen as this will be rent free. The retail selling will be through stalls and displays in establishments such as clubs and large hotels. Not only will these establishments have a large and regular footfall, but they also cater primarily to the target customer group that we would like to attract. Additionally, this method provides the advantage of being able to bring the product to the customer rather than the customer having to make an effort to look for the product. With this ubiquitous presence, the brand will be easier to recognise. We will chart out a structured timetable to ensure our presence at the correct places at the right time, for example: We need to be present in spas/sports clubs during the day. Spas and sports clubs are likely to have greater traffic during the day, as opposed to large hotels Large hotels are busier during evenings and weekends and we should be available here, all day, on weekends. The IT Park is likely to also attract the young urban professional women who are the target customer base for formal western wear.
‘ORA’ will provide both formal and casual western wear for the young and middle aged women in Chandigarh. Accessories with particular dresses and outfits will not only be available but, in most cases, will be displayed along with the outfit. A bulk (70-80%) of the inventory will be ready-made, carefully sourced from markets in Delhi.
Other ideas and designs that form a part of a particular collection will be manufactured in Mohali in different sizes and colors, where need be. All accessories will be sourced from the outside. The emphasis of the production and procurement process will be trends in international fashion. Much of the workings of the retail fashion industry were summed up by Meryl Streep’s character Miranda Priestly in The Devil Wears Prada: “…that sweater is not just blue, it's not turquoise, it's not lapis, it's actually cerulean. You're also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns. And then I think it was Yves St. Laurent, wasn't it, who showed cerulean military jackets? And then cerulean quickly showed up in the collections of eight different designers. Then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you, no doubt, fished it out of some clearance bin.” We will strive to hasten the trickle down process and not only introduce high fashion to the city but make it accessible to those who appreciate it. Although one may criticize this approach as being un-original and ‘knockedoff’, it is this very approach that forms the foundation of some of the giants in the retail apparel industry like Zara. Production and procurement will, therefore, be in accordance to the collection concept of fashion as opposed to inventory turnover. This will ensure fresh stock and variety every month. The remaining stock can be disposed through a discounted sale 2-3 times a year.
‘ORA’ will serve a variety of baked goods. The menu will include: Cookies: Chocolate chip Grandma's Oatmeal Cookies Giant Ginger Cookies Peanut Butter Cookies Orange Poppy Seeds Cookie Pistachio White Chocolate Chip Muffins: Banana Crumble Lemon Poppy Seed Blueberry Streusel Peanut Butter & Chocolate Chip Strawberry Ricotta Cappuccino & Chocolate Bailey's Chocolate Chip The Godfather cake Lemon pie Drinks Lemon grass tea Espresso Cappuccino Bread Banana bread with ricotta cheese and honey Herb &Garlic Bread with Aioli
Country Seed Wheat Bread with Humus Olive Bread with Sundried Tomato Pesto Cinnabons Doughnut Classic: White Chocolate Dark Chocolate Cinnamon Powdered Sugar Maple Syrup Exotic: Glazed Lemon filled Karamel Crème Crunch New York Cheesecake Choreology Tiramisu
The last two products deserve special mention as these have not been introduced to Chandigarh in a noticeable way. The main emphasis of production will be on quality and richness in taste. Production will take place on a small scale everyday to avoid wastage and ensure fresh products. The products will be sold both loose as well as in packets (e.g. Cookies, muffins and doughnuts) We will be introducing the ‘take home and finish your meal’ concept for the first time in Chandigarh. This is an approach where certain baked goods like cinnabons, doughnuts and certain muffins can be packaged plain i.e. without any frosting, icing or toppings. The latter will be provided in small cups or separate containers. The idea is for the customer to be able to participate in the process of creating his treat. Additionally, it allows for proper customization where the customer can use extra chocolate if he so desires, or decorate the muffins according to his or her fancy. This is likely to prove very popular with the kids and will differentiate us, successfully, from the competition. The Business Insights report on Innovation and Market Drivers in Bakery and Cereal mentions: “Foods and beverages continue to become customized, with food and drinks being tailored to fit consumer’s lifestyles. Flavors, colors, functional, and health ingredients are often used as brands try to maximize the appeal of their product and appeal to consumers by targeting a specific need. Bakery and cereal manufacturers can capitalize on this trend by providing consumers with product formats which they can personalize to provide them with the additional health, indulgent or ethical benefits they require.”
We will offer our customers distinct advantages vis-à-vis our competitors. The main competitors in apparel include: Just casuals, Sector 9: This is an established store in a main market in Chandigarh. It offers western casual wear for both women and men, sourced mainly from the markets in Delhi. Much of their stock consists of cotton shirts and t-shirts. Priced at around Rs. 300-350. Clientele base is mainly young college going students shopping on a budget. Given the small number of local competitors, the store enjoys a large share of the market. However, the target audience is the students on a budget looking for everyday wear. They have little consideration for exclusivity or quality. Moreover, clothes here are plain and behind trend. Edge, sector 10: This is a large store situated opposite Mount view hotel and offers a distinct location advantage. The clothes on offer here are trendy and target the segment of the school/college going crowd that spends more money. The clothes are sourced from markets in Bangkok. The interiors are done very well. The theme of the store is punk/rock, both in terms of interiors as well as apparel. This is a slightly more expensive store with t-shirts for Rs. 500 and dresses significantly more. The quality of clothes, however, in some cases is dubious. It serves a significantly younger market and again, does not follow trends in fashion. Additionally, the over-bearing punk/rock theme serves only the customers that are fond of the same. Micky Chhabra, sector 10: This is a designer store offering the same location advantage as Edge. It offers western wear for the same target group as ‘ORA’. Clothes can be classified as trendy, more or less. Pricing is reasonable with skirts for Rs. 800 and dresses for Rs.1500-2000. This store, however, gives the impression of stocking the entire inventory on its shelf. The shelves also displayed winter wear in May. It’s very hard to differentiate old from new, good from bad. It also requires a lot of patience and time and overall offers a poor shopping experience. Outlets in Sector 17: Esprit, Wills Lifestyle and Tommy Hilfiger. These are large chains which dominate a large portion of western wear for women in Chandigarh. However, like most major chains in small cities, the stock is stale and not exclusive. The change in stock is not quick and the clothes lack in design or customization as the same clothes are sold all over the country. The main selling point here is the brand name which is often enough justification for many customers to favour the outlet.
The difference in ‘ORA’:
Our belief is that fashion, like food, goes bad quick. Our small scale of production will allow us to respond quickly to changes in fashion trends. Continuous research into the developments in international fashion will ensure our products are not only differentiated from that of our competitors’, but also far superior. The ready-made apparel from Delhi markets will also be chosen carefully in accordance to current trends. The ready made garments will be branded appropriately. This is not done at the competitors’ outlets, where tags are either left half torn or as they are. This will impart an identity to ‘ORA’ products, a necessity for proper brand building.
Personal attention to customers and their needs will not only heighten shopping experience but personal relation with the customer base will increase loyalty. Short inventory periods and close connections with clientele will allow for better customization of the product.
The main competitors in the bakery function of ‘ORA’ are: Nik Bakers: This is a very well established chain of eateries in Chandigarh with a loyal client base and specialization in all baked goods. Additionally, it boasts an owner who is a trained chef from Australia, the USP of Nik Bakers. Branches are located in every major sector in the city and are very easily accessible. The large scale of production allows the pricing of the products to be competitive as well. Although this chain continues to be quite popular, it offers no personal attention and the interiors of the branches resemble a cafeteria where the turnover is fast (as opposed to laid back and relaxed). Additionally, over a period cakes and desserts have become more expensive. There has been a sharp deterioration in the quality of goods, according to many loyal patrons that we spoke to. Monicas, Sector 8: This is a small bakery which has established a name for itself in cakes. Relatively small scale of operations (guess) and reasonably priced. It does not serve cookies, muffins etc. Coffee chain outlets, Barista, Café coffee day and Costa: These are well established brands quite easily accessible to most. Ambience here is laid back and quality of coffee is good. Client base isn’t loyal and tends to choose any coffee outlet in the vicinity due to convenience. Service is not personal, products are often not fresh. Variety of baked goods is limited and customization isn’t possible (they don’t take orders etc.)
The difference in ‘ORA’:
The gap in the baked goods market in Chandigarh is variety and consistent quality. Through ‘ORA’ we will strive to fill both. For example, a simple product like the doughnut, popular globally, has not made an appearance in the city. With Nik bakers the only provider, the quality is poor and choice in flavors are limited. Although the city has a colossal sweet tooth and a whetted appetite for chocolate in particular, it lacks quality delicatessen. ‘ORA’ will allow patrons to customize their purchases through the unique ‘finish it off – at home’ option. This is a one-of-its-kind approach to retailing baked goods where customers are allowed to take plain doughnuts or muffins home along with little packets of different toppings. They can then decorate these at home, and eat them freshly heated and decorated. This is very popular among the younger demographic and is viewed as a fun family activity as well. It will also cater to the more sophisticated palette through products like the banana bread with ricotta cheese. This is a market that has not yet been served in Chandigarh and carries immense potential. The Business Insights report states that: “…there is significant activity in very premium artisanal bakery – as more affluent consumers turn away from industrially produced bread and purchase high end bread as a treat, fostering a new wave of premiumization in instore bakery as it tries to compete.”
Conclusion: All-in-all, with ‘ORA’ we would like to create an ambience of ease and comfort. A sense of natural goodness, bohemia, sophistication and most importantly, good taste. A brand associated with quality and exclusivity which come with good value for money.
‘ORA’ will use a targeted advertising and sales promotion programme to create awareness and popularize the brand. A large portion of this awareness programme will be through pamphlets. These will be carefully designed, with the help of an artist, and printed in tasteful colors on handmade/recycles paper. This will convey a sense of quality that is associated with all thins handmade. It will attract the correct clientele who place a large premium on quality and exclusivity rather than those who are looking for a good bargain. These flyers will be placed strategically at locations which are frequented by our target customers. These include high end salons like Tresemme and Habibs. Flyers could be circulated in offices at the IT park and at schools and colleges. Extensive online advertisements on Facebook. Advantage will be taken of the extensive network of friends and family that exists in the city, to spread the word through word of mouth and email. Printed schedules could be made available with every purchase to enable the customer to return. Very select products will be displayed at these venues for sale (on payment of a price or commission). A small card attached to the garment will provide information and assurance regarding quality of 2 product. This method is often very useful and employed by many major brands. With every sale, a few bits of information will be included in the take-away bag which could include: o Details of our philosophy o Handy menu card for bakery function (again designed and printed on handmade paper) o A small pack of 2 cookies as a sample, which serves as a pleasant surprise and helps in building consumer satisfaction. o This may also earn a patron for the bakery function of “ORA”
‘ORA’ will source its merchandise from the following sources: Janpath, New Delhi: Janpath market is a haven for budget travelers and for those preferring the hippie look. There are numerous silver and inexpensive jewelery stores and they are not only popular with the foreign visitors but also the local crowd. Prices are low and even lower for bulk purchases. It often offers the clothes that are met for large European chains like Zara and Mango, which are export surplus. Often, this stock is the same that is being offered in the showrooms of these brands, the world over. Sarojini nagar market, New Delhi: Sarojini Nagar Market is for those who want fashionable clothes at reasonable prices. Even before the latest couture designs hit the boutiques, their cheaper version appears here. One of the major attractions of the Sarojni Nagar Market of Delhi, India is that it provides even branded goods at cheap
Massimo Dutti Jeans: Perfectly made with solid quality and style. The best 100% comfort that you will find. Constructed from the highest materials available. Haeftling ( Big German brand): Haeftling was born behind bars and was founded in 2003 as the first brand in Jail wear. Haeftling gets its inspiration from prison life and is just a bit tougher than those brands on the outside. The garments are highly functional and have a classic and timeless cut. Only high grade rugged fabrics are used in manufacturing. Haeftling collaborates with correctional institutions throughout all of Europe and thereby creates meaningful work. The Philosophy: Haeftling is a commitment to real life with its ups as well as its downs. Haeftling believes in the good of mankind. Everyone has a right to get a second chance. Ultimately it is crucial to be honest with yourself. That is the Haeftling conviction. DO GOOD. BE GOOD.
prices. This is so because export surplus garments as well as rejected export clothing comes to this market at throw away prices. It also offers cheap accessories. Paharganj market, New Delhi: At this market offers things like flowy linen pyjamas, harem pants, keffiyehs and kurtas. Certain shops sell only leather accessories. Also available is beaded jewelry in bright neon colors and metallic hues. They tend to add a retro look an outfit and are quite chic. There is a bewildering array of colorful silver, bead, shell, laq, stone and wooden jewelry here. Makeshift stalls also stock ethnic handmade bags and purses. Sometimes these would be replaced by other handicrafts such as small brass statues, key-rings, wall decorations etc. Cost of jewelry and apparel is low. Lajpat nagar market, New Delhi: Lajpat Nagar is located in South Delhi between the well-known areas of Greater Kailash and South Extension. This is one of the most popular commercial areas of Delhi where a large number of shops are located ranging from the small local ones to the large branded showrooms. It has an extensive dress materials markets and offers all kinds of prints and textures of cloth. Also available are a wide variety of embellishments for garments such as sequins and lace. It offers quick dyeing facilities at very reasonable prices. Much of our raw material in terms of textiles will be sourced from this market. Ingredients for the bakery function: These will be sourced locally in the case of perishable ingredients like milk, eggs, flour sugar etc. The relatively rare ingredients or expensive ones like chocolate chips etc. will be sourced from New Delhi. We will also work to solidify our relationships with sales representatives and vendors so that we may achieve decreased cost of goods.
Our first priority is to build a strong brand and a loyal client base. With increased sales, we will open a point of contact in a major sector in Chandigarh and establish a bakery cum boutique; a place where our customers will come to for a relaxed ambience and personalized service. This may be in a market like Sector 10 and 11 or in a mall. The establishment of a strong brand is often an unsaid pre-requisite to be able to lease floor space in a mall. We will expand into the line which attracts the most demand, whether that is stitched apparel designed in-house or readymade garments sourced from New Delhi. We will expand into accessories like bags and shoes, design and manufacturing as well as sourcing from the outside. In the bakery function, along with the establishment of a bakery-cum-boutique, we will look into manufacturing many ingredients which are sourced from outside India such as cream cheese etc. This can be supplied at competitive prices to large commercial establishments like hotels and restaurants.
The characteristics of the primary target audience of ‘ORA’ (fashion segment) will be: Young women who are in college or seniors in high schools They frequent clubs and bars over weekends and prefer to wear a new outfit each time
Women who often socialize with friends and relatives on weekends in restaurants and clubs Women who frequent high society parties, where exclusivity of outfit plays an important role Young urban professional women, who wear western clothes to work aged between 25-35 Women in the age group of 15-35 living in posh neighborhoods like sector 8,9,10 etc.
This woman looks for bargains and is unlikely to spend money on something that’s not worth it. However, when she sees quality and style, she recognizes it and is willing to pay a premium for it. Additionally, it is important to her that her wardrobe is not a product of the wholesale mass production concept employed at many retailers and she values the exclusivity and personal attention to each garment she owns. She loves to shop. She is aware of international fashion trends. She reads Femina and Vogue and watches HBO, Star World, AXN and Ftv and makes sure she’s aware of what’s in and what’s not. She aspires to be as well dressed as the celebrities she sees and reads about. However, she does not blindly follow trends and makes a discerning judgment on which trend is suitable for her. At the end of the day, she cares deeply about the way she looks, carries herself and she considers her wardrobe to also serve the function of a consistent and trustworthy confidence booster. Analysis: Although initially a laid back and easy going city, the pace of life in Chandigarh has undergone a considerable change over the past few years. With increasing connectivity to the country and the world at large, life in Chandigarh has become a fast and busy one. The population of the city consists of two distinct groups among others: The student community of Punjab University and the retired officers of the Indian Defense Services. It is the former segment that we will target.
Chandigarh is responsible for the birth of the word 'GERI' which basically means patrolling or moving around in an area. This word got its meaning from the youth of the city studying in the various city colleges and the University located in the northern part of the city. Whenever the students get a time-out from their lecture and busy schedule, they along with their friends go around the various city colleges and Punjab University to check out the crowd and flaunt their ride! This segment hangs around, with a steam of eating joints, chic clothes, and latest western and Indian music. Style and ‘cool-ness’ is quite important to them. It is this characteristic that led to the city being picked for the launch of the Tommy Hilfiger brand in Chandigarh. ’ We regard Chandigarh as the seventh metro of India after Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad. Although cities like Pune and Ahmadabad are much bigger than Chandigarh, for us Chandigarh has an importance of its own. Over the years, it has emerged as one of the biggest markets in India for premium brands of apparel. You will be surprised to know that while Ahmadabad is five times bigger than Chandigarh, we sell three times more premium brands of apparel here than we do in Ahmadabad. There is a lot of affluence in Chandigarh. The city also has a very large segment of young population who are fashion conscious, like to wear the best and
the latest and are willing to experiment. People are willing to experiment and try out new things.’ 3 - Darshan Mehta, President, Arvind Brands Ltd . Additionally there has been an increase in the level of sophistication in the tastes of the youth with shows like Splitsvilla and Roadies which are followed closely nationwide and particularly in Chandigarh – since some contestants are often from the city. These shows have served to heighten the level of fashion consciousness and refine tastes in this segment. It can no longer be argued that the youth does not have adequate spending power. The Indian youth spend almost the same amount annually on apparel and accessories as the elders in their household, revealed the IMAGES-AC Neilson Study on The Indian Wallet & Brand Share. The report also revealed that North Indian guardians spoil their wards with the highest levels of pocket money. The report also suggests that young men tend to spend almost thrice as much on gifts as young women. Also, while average annual credit card payments are around Rs 4 62,220, for young adults the average is around Rs 1.21 lakh, even higher for women. Our other main target, therefore, will be the women aged 21-35.
It is no news that the women’s apparel market in India is large. It was estimated to be as much as Rs. 37000 crores and has enjoyed a healthy growth rate of 14% in the past five years. With the growing affluence of working women and increasing exposure to international fashion trends and general broadening of the mindset of the Indian society at large, this market is set to grow even further. At a CAGR of over 17%, the women’s apparel market is likely to cross Rs. 61000 crores by 2010. Branded women apparel market is projected to rise at a rate close to 25% and surpass Rs. 18,000 crore by 2010. Western wear, along with lingerie, will emerge as the fastest growing 5 segment . In Bakery too, the market in India has been booming. Bakery products have become popular among different cross sections of population in recent years due to increased demand for convenient foods. The Bakery industry in India 6 is the largest of the food industries with an annual turnover of about Rs 3000 Crores . Here, our target market is: Children aged 1-13 With this age group unlikely to place any importance on brand, our strategy will be to ensure that their guardians are repeatedly assured of the good quality of ingredients and the ‘home-made’ advantages of ‘ORA’ products. Additionally, to build a reputation and make products more appealing to this age group, ‘ORA’ baked goods will be made more appealing to the young eye using colorful sprinkles and generous use of chocolate Sophisticated connoisseurs of good food Much of the population of Chandigarh is well travelled. Having been to major cities of the west and having tried various delicatessens abroad, similar products in their home city will be appreciated. No competitor
http://www.tribuneindia.com/2003/20030716/cth2.htm http://www.thehindubusinessline.com/bline/2007/07/03/stories/2007070352080500.htm http://www.just-style.com/store/productprint.aspx?id=66540 http://www.fnbnews.com/article/detnews.asp?articleid=21020§ionid=32
caters to this market segment yet. Additionally, channels like NDTV good times and Discovery Travel and Living have created a significant deal of awareness regarding varieties of foods from the world over. Despite this, none of the coffee chains offer any such products. Additionally, this segment is likely to appreciate the brand value of ‘ORA’ products.
Gaps in the market:
As mentioned in the Competitive comparison section, the existing outlets servicing the market suffer from the following drawbacks: Garments lack in quality as much of the stock is sourced from markets outside. These are not standardized or branded. Given the large quantity of garments stored on shelves, the existing outlets do not cater to the need for exclusivity. The garments are usually out of fashion and are not updated according to changing trends. Stock on shelves is renewed on the basis of inventory turnover rather than trends. There are assistants that are present to provide different sizes, but provide no other service. There is absolutely no personal attention given to customers as the salespeople present in the outlets are employees rather than owners. They have limited knowledge of the product and a limited incentive to help the customer. None of the outlets provide the advantage of customization- where customers can provide feedback and register their demand and expect to find this catered to within a short period of time. Residents have often resorted to shopping from Delhi in search of better designs, style, customer service and exclusivity. There has been a sharp deterioration in the quality of baked goods provided by once popular outlets. There is little choice in the variety of goods offered by competitors.
How ‘ORA’ will fill the gap:
Continuing innovation in the field of baked goods Consistently delivering on our promise of quality Create a strong clientele following through creating of a recognizable and appreciated brand Providing good quality garments which are in accordance to the prevailing trends in fashion Constantly researching developments to ensure we follow trends and produce garments accordingly Paying special attention to customer service Customizing products according to our patrons’ needs Providing an agreeable and friendly atmosphere to shop
As mentioned above, our strategy in fashion will have heavy emphasis on style and trend. This will mean that each new collection and stock will be relatively short lived. This will not only help us keep pace with changing trends but will also help us provide a larger variety of clothes in a number of designs. By reducing the quantity of garments of each kind of style, we will not only reduce our exposure to any particular collection but also create an artificial scarcity. With exclusivity often just as valuable as the design of the garment, this will allow us to maintain higher margins on these items.
“When Zara opened its first store on Regent Street, shoppers are said to have browsed without shopping, thinking that they would come back to buy during a sale. Then the store assistant explained that the styles are changed every week and the styles liked buy the customer would very likely not be available later. Subsequently, Regent Street became one of Zara’s most profitable stores and more stores opened in the UK.” The additional advantage of lower quantities is that there is less to be disposed off at discounts during season end sales. Another integral part of our strategy is customer service and customer relations. With the owners being well travelled and well educated young women, they will take a personal interest on each customer’s needs without being over-bearing. The customer will learn to trust them in terms of quality of the product. This will enable ‘ORA’ to forge a lasting relationship with the customer. “The fact is that most women form relationships with every person, place or thing they encounter, including brands and products. For example, Chico’s is a women’s clothing store that has had great success, having branded themselves as a “girlfriend” to women. They wrap each purchase with a ribbon, as if it were a gift. Chico’s has tapped into women’s desire to feel welcomed, understood, and appreciated. 7 Women have reciprocated with undying loyalty and served as the cheapest word-of-mouth advertising .” Finally, the problem that we have observed with competitors in the apparel business is that although the market segment they cater to is aged 15-25 and trendy, the store assistants are not so. The cashier is often a ‘pot-bellied uncle’ ready to money and send off the customer without as much as a smile. One would not expect or bother to converse with the assistant with the bored face and drab clothing, let alone ask them about the garments or for advice on how to wear it. The youth, international exposure and education of the owners will serve as an additional USP of ‘ORA’ and we will capitalise on this as a part of the strategy. While the customer services and USP elements of our business strategy is going to stand us in good stead in both the fashion and bakery elements of the business, in eatery items, the best strategy is quality. We will provide consistency and variety in our products. Our foray into more sophisticated products like ricotta cheese will provide us with the first mover’s advantage in a potentially large market. This is also true of other products like cinnabons and doughnuts. Additionally, ‘ORA’ will introduce the new and unique concept of ‘finish-it-yourself’ which will give the customer of having participated in making his own treat. This will prove popular among the kids and teenagers, particularly with doughnut toppings and cinnabon frosting. It will also enable the products to last longer and will encourage ‘buy-to-keep’ purchasing by customers.
Venus Goes Shopping: Tips to Get Women to Love Your Brand; Judy Carter. (http://www.myarticlearchive.com/articles/6/029.htm)
Pricing of readymade garments will be such as to allow a margin of 80-100% considering the cost is about Rs. 100-150 for each tshirt. House designed garments will be sold at a margin of about 100-150%. The price should cover the cost and margin as well as carry a certain premium for exclusivity and design of the garment Accessories will have a considerably lower margin, ~40-50% All ‘ORA’ fashion products can be exchanged for full value or vouchers within 14 days of sale. This will maintain customer trust and help in customer retention and loyalty. Pricing of baked goods will be in accordance to market practices allowing a margin of between 50-100%. Baked goods and all eatables generally have large margins. We will price products to include a small premium for brand value but enough to ensure customers get value for money
We envisage the brand growing in 3 distinct stages which we classify under introduction, establishment and the expansion of the brand in the city of Chandigarh. In the INTRODUCTION PHASE: The expenditure will be kept to a bare minimum. The only expenditure will be on advertising/printing, utilities and transportation. This phase will last about 3 months. 1. 2. We constantly supervise the tailor and the bakery helper to establish certain standards in terms of quality. We focus on spreading awareness of the products on offer at ‘ORA’ We establish tie-ups with hotels, clubs and exhibitions. Stalls will be put up in Panchkula and IT Park to establish demand patterns there. These areas are presently untapped and therefore posses large potential. Strengthen our understanding of the customer and demand patterns. Feedback forms are circulated to customers who visit the stalls. Relationships are forged with customers and feedback is sought through conversation. Database of customers is built up with email and postal addresses of customers.
The ESTABLISHMENT PHASE: After the proper introduction of the brand, we establish the brand. This will be conditional on the profit potential assessed during the introduction phase. If the feedback on ‘ORA’ products is positive and we identify an opportunity to expand the customer base through the establishment of a shop which will provide additional space for the bakery function, and onlocation consumption of the bakery products, i.e. coffee shop atmosphere. If the customers for the apparel function find additional value in having a permanent point of contact in a market place, instead of make-shift stalls. If the demand patterns identified requires a scaling up of production of both/either of the bakery or apparel functions of ‘ORA’. This scale of production is not likely to be possible from Mohali. If sales figures and the corresponding profit numbers justify a scaling up of operations
The second phase, where an ‘ORA’ outlet will be established, will involve the lease of a commercial property on rent for the establishment of a shop. The location of this shop will be dictated by the demand patterns identified in stage one and the profile of the existing customers of ‘ORA’. The sectors that are most likely to be favored are Sector 7, 8, 9, 10. In this phase there will be additional expenditures incurred on an annual as well as monthly basis. Rent (monthly) Licenses: Food adulteration, shop and establishment, fire safety, sales tax, pollution control (in case of generator). Labour/wages: An additional sales boy/girl will be required at the shop Raw materials: With an increase in the scale of production, there will be an increase in raw material costs. Utilities: Electricity consumed will be more expensive with an additional Rs. 5 per unit of electricity consumed. Additional expenditure on equipment, refrigerated transportation to and from the shop.
This phase is likely to take 12-18 months to be completed. By the end of this phase, ‘ORA’ will have a strong base of loyal customers who spend time at the coffee shop and look to the brand for latest in style and clothes. The EXPANSION PHASE: With the establishment of a loyal customer base for ‘ORA’ products, expansion into various other avenues will be looked at. This will include: Franchising options: Provided there is no compromise in quality Product diversification: In the bakery function this will be in the form of: -extending café menu to include lunch -Production of products like mascarpone cheese, cream cheese on a large scale for supply to larger establishments In apparel, this diversification will be: - Shoes, bags, jewelry and belts (through identification of leather/metal workers and craftsmen in the vicinity of Chandigarh) -Home ware items like table linen, glass decoration items etc (through identification of local craftsmen) This phase will be ongoing and will only be initiated provided the increase in scale of production and the product diversification allow for the maintenance of quality and durability.
Given the small scale of operations in the introduction phase, we will need to hire: One tailor working from 8 am to 6pm on all days except Wednesday. One helper in the kitchen, working mainly in the afternoon for 3-4 hours a day. To help in mechanical work like kneading, cleaning etc In bakery, care will be taken to ensure complete secrecy of recipes to retain exclusivity. It is therefore, essential that the kitchen helper is a part time worker.
The tailor will be provided with a midday meal and tea twice a day. It is essential that he feels comfortable in his work environment as the quality of stitching is essential to the success of ‘ORA’. The workload of retailing, supervision and the bakery will be divided between Shumaila and Manasi in such a way as to ensure the presence of at least one person with the tailor at all times. Any mistake in this function of the venture could lead to immense wastage of materials and time.
Organizational structure: Shumaila Chauhan and Manasi Kumbhat will be the directors of ‘ORA’ Pvt.
Ltd. Given the small scale of operations, there will be frequent and continuous interaction between directors and the tailor and bakery helper. Decision will be taken by the directors in line with the objective of the company.
Employee compensation: The tailor will be paid Rs. 10000 per month. This can be revised upwards
based on profits. He will be made aware of the direct linkage of his work with his compensation. He will work on all days of the week, with a half day on some Wednesdays. He will benefit from one day of paid holiday on his main religious holiday and one weeks paid leave after 12 months of employment. The part time worker will be paid of Rs. 7000 per month. His work will be called for as needed on a daily basis.
Financials: Investments and expenditure:
At incorporation, the company’s fixed assets are listed below. Monthly expenses are also listed below. These do not include insurance expenses. Fixed Investment Sowing machine Iron working table Shelves, hat racks etc Generator Bread Machine Oven Stand Mixer Blender Weighing scale Stove Microwave Refrigerator Refrigerated counter Toaster Water Purifier Coffee Machine Miscellaneous Furniture Generator Total Bakery Apparel 15000 1500 600 8000 12500 6000 45000 3000 1500 2000 8000 8000 45000 48000 2500 13250 3403 10000 8000 12500 216153
Monthly expenses Wages & Salaries Advertising Packaging Rent Utilities Printing (cards, menu) Cost of Goods Sold Travel expenses Insurance Total
Bakery 7000 4000 2092 10000 10780 1000 4750
Apparel 10000 4000 1000 5000 1000 1000 17600 2600
Other expenses will include incorporation expenses and licence fees. Our preliminary estimates of these costs are about Rs. 25000 in total.
Apparel 250000 200000 150000 100000 50000 0 Expenses
With the above expenses, we assume a first month sale of Rs. 19000 in baked goods and Rs. 17500 (40% of stocked value). This conservative estimate indicates a loss of Rs. 33,500 (Rs. 18000 in apparel and Rs. 15500 in baked goods) in the first month. This loss in the first month of operation is attributable to the following: 1. 2. 3. 4. 5. 6. Labour in both the apparel and bakery functions is not being put to optimum use Advertising is heavy in the first few months in order to spread awareness of the brand. We are assuming that we will not be able to recover the full amount of rent since brand is new and awareness of the products might be low for people to buy in their first visit. Sales estimates have deliberately been kept on the conservative side. Costs from spoilage in baked goods will initially be high but analysis will be done daily and weekly and changes in the operation strategy will be made accordingly. Ingredients and raw material costs for both functions of the venture have been taken at retail rates. Bulk buying will definitely bring down costs.
The next exhibit shows the increase in total sales of both the functions of ‘ORA’ at different rates per month. In the apparel industry, branded women’s apparel is expected to grow rapidly at approximately 25% per annum. We expect a healthy growth rate in the apparel function of the business within the first few months of operation due to the uniqueness of the product offered and the large gap existing amongst the competitors. The bakery function will require a certain amount of advertising and will have a relatively lower rate of growth in sales in the initial phases.
However, the retail food sector has been booming in the country for the past few years. With Baked goods comprising the largest segment of the retail food industry, growth prospects are promising. “The Indian food retail sector is growing at 30%. The baked product industry has been dominated by the unorganised sector but with the evolution of the retail landscape this segment too is undergoing change. We 8 believe that the Indian baked foods segment will grow rapidly. ” With the innovative products on offer, spread of word of mouth, innovative advertising and development of a reputation for fresh hand-made produce, we expect a healthy rate of growth in this function as well. In the initial phases, a doubling i.e. 100% growth in total sales can be expected. However, for the purpose of illustration we have assumed conservative figures of 10, 20 and 50% increase in total sales.
100000 80000 60000 40000 20000 0 Month 1 Month 2 Month 3 10% 20% 50%
The breakeven chart below shows the required sales per day to break-even within the first 3, 6, 9, 12 and 18 months of operation. The calculations have been made with a fixed investment of Rs. 241,253, and Rs. 82000 in monthly expenses.
6000 5500 5000 4500 4000 3500 3000 2500 2000 3m 6m 9m 12m 18m Reqd. sales per day to breakeven
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