The Path to Aim Higher

A Business Plan proposal

prepared by
THE PROCESS TO BUILD VAHAYYA BRAND
OUR CREDO:
We will help you grow the business
by setting up your brand to ease sales
OUR DELIVERABLES

EXECUTION PLAN
High
BRAND NEED: IMPLEMENTATION

To setup product Brands

SETTING UP
on the right positioning
DIRECTION FOR
EXPECTED MARKET RESPONSES
MARK. PLAN
THE BRAND TO
STRATEGIC
MOVE FORWARD
MARKETING TURBULENCE INTENT

STRATEGIC
PLANNING
PLANNING

Better planning area

BRAND

ROUJAK
PRODUCT
BRANDS
Low
Low MARKET KNOWLEDGE High
AND UNDERSTANDING
THE PROCESS
The 4D’s of Brand Development

1. DISCOVER

4. DELIVER 2. DEFINE

3. DEVELOP
THE PROCESS
The 4D’s of Brand Development
DISCOVER DEFINE DEVELOP DELIVER
Where Are We? Where Could How Can We Get There? Are We Getting There?
Why Are We Here? We Be?

CONTINUAL LEARNING
Activation

Market Analysis
Marketing PR

Competitive
Branding Idea Direct Marketing
Analysis
BUSINESS BRAND
PLANNING BRAND Brand Identity Sales Toolkit

DECISION DECISION
Self Evaluation ROLL
Review
OUT
Brand Action Website
Customer Plan
Research
Annual Report

REVIEW & SET BRAND CREATE BRAND BRING IT

RESEARCH DIRECTION PLATFORM TO LIFE
TODAY, our task is to give a BUSINESS AND
historical brand value of BRAND DECISION
VAHAYYA Product
Category Overview
 Hijab Become A New Trend

#1 88% 150M
of whom are online
World’s largest Muslim population
Muslim country
Competitive Landscape
Communicate using
public channel

???

Reachable Exclusive
brand brand

Communicate using
specific channel

Many new players are coming.

Lets Learn from Others
BMW
MONOLITHIC MODEL

• Single master brand which

everything is unified
• One name – one visual
system
• Features/benefits of product
or service are less important
than brand promise

Advantage
 Enhances clarity and synergy among the brands
in the group.
 The brand equity built for the single brand in a
branded house can be transferred to support
additional business units or product lines.
Disadvantage
- Harder to target specific audiences
- Bigger risk involved in case of failure of
the main brand
Marriot
ENDORSED MODEL
• Marketing synergy between
product and service name
and the parent
• Parent endorses the
product/service

Advantage Disadvantage
 Provides a credibility and substance to the - Have to develop the credibility of both
product name product name and corporate name
P&G
HOUSE OF BRAND
• Found in FMCG companies
• Separate corporate identity from
brands – Unilever, Kelloggs
• Brands have names, lifecycles,
personalities of their own
• Often compete with each other

Advantage Disadvantage
+ Distinctive positioning for each brand - Absence of economies of scale
+ Dominating niche markets - Absence of brand leveraging for new entries
GAP
HYBRID MODEL
• Combination of all three –
monolithic, branded and
endorsed

Advantage
• Marketing and branding can take advantage
of the overall brand for budgets and
reputation.
• Able to reach different consumer segment.
Disadvantage
Any problems or negative press for either the
product or the overall brand will affect both
brand
Need more effort in developing each brands.
Which model will suit best?
 MONOLITHIC model
is the most suitable architecture model for
VAHAYYA.
Advantage
Enhances clarity and synergy among the
brands in the group.
The brand equity built for the single brand
in a branded house can be transferred to
support additional business units or
product lines.
BE MORE
EFFECTIVE AND EFFICIENT
in developing your brands
Who Is Our Target?
CLUSTERING ANALYSIS

Female
Moslem – 50 years old
ABCDE SES
Indonesia population

Source:
ROY MORGAN SINGLE SOURCE INDONESIA :
APRIL 2013 - MARCH 2014
 Clustering

31%
37%

Cluster 1
Cluster 2
32% Cluster 3

CLUSTER 1 CLUSTER 2 CLUSTER 3

v% ix v% ix v% ix
SES SES SES
A 1.80% 64 A 3.10% 108 A 3.00% 106
B 9.80% 72 B 16.30% 120 B 16.40% 122
C1 17.00% 81 C1 19.30% 92 C1 20.30% 97
C2 28.20% 104 C2 26.10% 96 C2 23.90% 88
D 25.40% 114 D 21.50% 96 D 21.90% 98
E 17.50% 135 E 13.60% 105 E 14.20% 110
 Clustering
Cluster 3 Cluster 1
Perfectionist Women Conventional Women
• I would like to be able to lose • I'm shy in social situations
weight • I go out less now than I used to
• I'm concerned about my 31% • I'm not very good with
cholesterol level 37% mechanical things
• Islamic Shariah Law should be • I often redeem coupons to get
implemented in my area (from discounts or special offers
Oct08) • I use coupons I find in
• I enjoy buying magazines magazines or on packets
• I was born to shop • I often enter competitions
• I like to try the free samples they which are on packets or labels
offer in supermarkets on products
• I tend to snack throughout the day • TV advertising often gives me
• I often buy take away food to eat something to talk about
at home 32%
• I try to give my children as few
sweets as possible
CLUSTER 2
Aspirational Women
• It's important to look fashionable
• I enjoy grocery shopping
• I enjoy clothes shopping
• People often compliment me on my cooking
• I'm constantly watching my weight
• I love to cook
• I prefer to eat healthy snacks
• I can't relax until I know the house is clean & tidy
• If I see a new type of food I will try it
 Perfectionist Women

Mereka sangat suka berbelanja dan majalah

merupakan salah satu media yang mereka
sukai untuk memberikan inspirasi mereka
Tidak hanya memperhatikan berat badan,
dalam membeli pakaian.
namun mereka juga memperhatikan kesehatan
diri mereka sendiri dan juga keluarga. Mereka
sudah lebih jeli memilih kandungan bahan
makanan yang sehat untuk dikonsumsi.

Ingin menjadi wanita muslim yang menjalani

syariah islam dengan baik namun tetap terlihat
fashionable dan sopan
 Aspirational Women

Sangat senang berbelanja khususnya pakaian,

bahkan mereka berani untuk mencoba model- Agar dapat terlihat menarik setiap hari,
model baru yang dapat membuat mereka mereka tidak hanya memperhatikan dari
menjadi trendsetter diantara teman-temannya penampilan (pakaian) saja namun juga snack
yang mereka konsumsi

Sedang dalam tahap belajar untuk terus menjadi

menjadi wanita yang baik. Bereksplorasi terhadap
tugas-tugas seorang wanita untuk memasak dan
membersihkan rumah adalah hal yang mereka
sedang gemari.
 Conventional Women

Mereka cenderung lebih senang

berada dirumah, seperti menonton Mereka sangat menyukai kupon/voucher/promo.
tv (sinetron/gosip) Hal ini dikarenakan dapat lebih membantu
mereka dalam membeli sesuatu yang bahkan
belum tentu mereka perlukan

Hanya bersosialisasi dengan orang-

orang terdekat saja dan lebih banyak Untuk yang sudah berkeluarga, mereka lebih
menggunakan social media yang bisa mengutamakan keluarga
mereka jadikan bahan obrolan
Right Brand for the
Right Target
Segmenting the Target
High End Market: A 3000 & OVER 16.5
Perfectionist Women
B 2000 – 3000 31.9

Middle Class market: C1 1500 – 2000 26.2

Aspirational Women
C2 1000 – 1500 18.0

D 700 – 1000 5.8

E 700 & BELOW1.7

0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0

 DELIVERING THE TASK

POSITIONING THE HIGH END BRAND THE VALUABLE BRAND VALUE FOR MONEY
BRAND
Develop an image that A good quality with a Offers an affordable and
can give a ‘symbol’ for reasonable price. reachable product to the
OBJECTIVE
the target is really Become a personality consumers.
important for the brand
brand
Premium channel Popular campaign Price promotion
COMMUNICATION
ACTIVITIES
Let’s discuss
WANT TO HAVE A BUSINESS LIKE……
Ingin Punya Mesin UANG
 PLAN TARGET 2020
( STORE) 1 internal store & 3 mitra store

UK & EUROPE
Program Kerja Tahunan
The Best
SBY / MAKASSAR NEW STORE Achievement
Kwartal 2

BANDUNG NEW SOTRE

Kwartal 1
SUMATERA NEW STORE
Kwartal 3

AKHIR
2019
 Misi
Kami?
Target 5 Tahun Ke Depan

FORMING GROWING DEVELOPING EXCELLING LEADING

- - - - -

2019 2020 2021 2022 2023

MASA PEMBENTUKAN MASA PERTUMBUHAN MASA PENGEMBANGAN MASA KEBERHASILAN LEADING BRANDS
Membuat Planning, Membuat analisa dari Membuat dan Tahun 2019 adalah target Menjadi Perusahaan
Organizing, Action, setiap pertumbuhan menjalankan planning yang akan dicapai untuk Fashion Muslim terdepan
dan Controlling untuk dan pergerakan bisnis & pengembangan bisnis & menjadi perusahaan dan menjadi Trendsetter
langkah awal organisasi secara detail organisasi secara fashion muslim terbaik di dan Trend Mode di
pergerakan organisasi sebagai acuan untuk bertahap dan sistematis Indonesia Indonesia
tahun 2018
 (%) Kontribusi
2019 Best Achievement

ONLINE
& Mitra Bisnis Modern
POP UP E-Commerce
(Partnership) Market
STORE (10%)
(30%) (5%)
(55%)
 AGUNG H
Direktur
UTAMA

Deni Rohmat
VACANT Direktur
COMMISSIONERS
OPERASIONAL

COMMISSIONERS Vacant
Direktur Corporate
Support
PT.ABCDE

BOARD OF MANAGEMENT
COMMISSIONERS & DIRECTORS
 NEW ORGANIZATIONAL 15
STRUCTUREDepartement SM & DC

Direktur Utama

AGUNG H

Dept.
Coorporate Merchandising &
Secretary Buyer
Vacant

CHIEF DIGITAL Direktur Finance &

OFFICER Accounting
Agung hidayatullah VACANT

Traffic SM & DC

Head Of Head Of Marketing Head Of Head Of Head Of

Head Of Creative
Sales Operation Communication Store Projection Digital Marketing Distribution Centre
 Organization & structure Function
Creative Design,
Textile & Graphic Design,
Technical Design,
Sample Room, VM, Store Dvt
Innovation
Style & Design
Customer Needs

Capability
Capacity New Product
Bdm,
Order Demand marketing,
Generate store oprt,
Fullfilment marcom,
inventory
Merch
Inside
Production, Delivery
Merchandiser,
Purchasing,
Quality Control,
Warehouse, Effective
Proccess
Sample Room, Support HR&GA, finance,
Crafter MIS, Tax accounting,
traffic
 IVAN GUNAWAN
ROAD MAP

36
21 Store
Store
16
store
9
store

2
store

2019 2020 2021 2022 2023

•Store Image

STORE PLACEMENT

42
 OUR GOALS

“It’s TIME, GO FOR

Flagship Store!”
2019.
DRAFT PERJANJIAN KERJASAMA BRAND MUSLIM

NO KETERANGAN OKTOBER NOVEMBER DESEMBER TOTAL

  KEBUTUHAN INVESTASI        
  SALARY 30,000,000 30,000,000 30,000,000 90,000,000
  EKSEKUTIF FEE 75,000,000 75,000,000 75,000,000 225,000,000
  PERIZINAN 15,000,000 - - 15,000,000
  PERLENGKAPAN 5,000,000 5,000,000 5,000,000 15,000,000
  MEETING 3,000,000 3,000,000 5,000,000 11,000,000
  TRANSPORTASI 5,000,000 5,000,000 10,000,000
  KOMUNIKASI 2,000,000 2,000,000 2,000,000 6,000,000
  DEVELOP PRODUK - 25,000,000 25,000,000
  PERLENGKAPAN KANTOR - 50,000,000   50,000,000
  SUPPLY PRODUCTION - 250,000,000 - 250,000,000
  RENOVASI - 50,000,000 50,000,000 100,000,000
  RENT STORE - 100,000,000 100,000,000 200,000,000
    135,000,000 565,000,000 297,000,000 997,000,000
  Tahapan penyetoran modal OKTOBER NOVEMBER DESEMBER TOTAL

1 Setoran ROUJAK 997,000,000 - - 997,000,000

  Total 997,000,000 - - 997,000,000

Keterangan Proposional Saham per lembar Jumlah Saham Modal Saham

Komposisi saham   100,000 10,000 1,000,000,000

Setoran Ibu ROUJAK 60% 60,000 6,000 600,000,000

Setoran Pak Agung 40% 40,000 4,000 240,000,000

NO KETERANGAN 2020 2021 2022 2023 2,024  

1 PENJUALAN 4,680,000,000 6,084,000,000 7,909,200,000 10,281,960,000 13,366,548,000 100%

2 HPP 2,340,000,000 3,042,000,000 3,954,600,000 5,140,980,000 6,683,274,000 50%

3 LABA KOTOR 2,340,000,000 3,042,000,000 3,954,600,000 5,140,980,000 6,683,274,000 50%

4 BEBAN ADMINISTRASI & UMUM 1,800,000,000 2,340,000,000 3,042,000,000 3,954,600,000 5,140,980,000 38%

5 LABA SEBELUM PAJAK 540,000,000 702,000,000 912,600,000 1,186,380,000 1,542,294,000 12%

 OFFICE

BOD
Jakarta &
HeadOffice Digital Marketing

BANDUNG RnD Order Fulfillment

Production Creative, Visual Merchandising
Office Store Dev & Production
Business Action & dateline

Merchandise mix
Sign up MOU

Brand manual
Team formation
Legal aspect Marketing & sales plan

SEPTEMBER of 2019
Action & dateline

Web store developing

Build Collection

Store plan
Vendor & supplier pitching
Place hunting

November - Desember 2019

Action & dateline
launch online shop

Sales force training camp

Management Information System

Store on progress

Production on progress
Head office
ready
Approval session

November - Desember 2020

 WE PRODUCE EXCEPTIONAL RESULTS

Opening store
Boost “awareness”
Fashion show*
Press conference

Januari 2020