articulars

2336 8:3333 3 8:3333 8333333

2335 8:3333 7:92:333 8:3333 8333333

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nce

(ages h

ipts 8333333
423333 4>3333 9933333 433333 233333 433333
wa). :92:333

$anagers al alar)

5:333

7892:333
423333 4>3333 777777

5:333

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756333

ssistants lar)

423333 4>3333 7777

423333 4>3333 7777

egular urchase

=ed asset

To make the efforts successful and fruitful it requires some sort of guidance and assistance. First of all, we would like to give our deep gratitude, compliments and heartfelt thanks to our respectable course instructor ABU S ! "# $A $U%. From whom we got to know about $arketing &lan and marketing's ins and outs. (e also deepl) indebted to *$ of +S,-SS!.

dm. < ffice cost

433333 777777

433333 7777

433333 7777

ccessories

!/".,!$B0 for providing us the information.

romotion other ost otal

433333 426:333

433333 426:333

433333 426:333

1umerous thanks to Almight) A##A for showing his blessing on us in ever)

(e have chosen the business because of the local demand. (e have done a surve) and find that there is a huge demand of gents' parlor but unfortunatel)

ver) little number gents parlor is there. $oreover the local gents parlor are calling themselves as gents's parlor but actuall) the) are saloon not more than that. Than $.. $%. $ominul parlor. aque who has taken the step to do a gents

$r. $%. $ominul

aque has taken the decision at the right moment when

there is a ver) few competitors and we can easil) dominate in this business. For the opening we got to know that it is a sole proprietor business. -t is also service7oriented business so it is tough to control and also tough to understand customers needs and wants. But we are providing that facilities what a customer wants. (e are tr)ing to delight our customers rather than satisf) them.

The Service and Business ?

-t is ver) tough @ob to make an)one like how the) want to be. But this is our @ob and we will be possible to do it. !ur business is to delight customer and make them lo)al to our business. $an) people have an attitude towards gent's parlor that it has onl) for gents hair cutting. Though man) organiAations tried ver) hard to differentiate themselves as other saloon but the) could not get the success. B (e are not onl) focusing on hair cutting )ou are looking for total overlook of a gu). And for that we have given training to our emplo)ee.

$ission < /ision Statement ?

The &arlors mission is providing top facilities to the people and our mission statement is +Top Cualit) Service0. !ur vision is becoming renowned in to the countr) providing high qualit) services. (e want to ensure that we will fulfill our mission < vision statement so that ,hittagongs people can sa) that we have +#!!D0.

!b@ectives ?
According to our strateg) we are emphasiAing on best service so that we are providing a *.$. who has to follow $.B.(.A. managing rules. For that emplo)ees will be motivated < will do their work from heart < soul. Through that #!!D's ob@ective that becoming the best in this business arena in the countr) will fulfill.

#ocation ?
For the eas) access of the customer we located our business place to middle and bus) place of the cit) called *."., circle. The owner chosen the place seeing? 7

E Target market E Business area E "as) accessible place E ,enter of the town E .enowned place

$arket Summar) ?
-n this part we have done a surve) and we find that people are waiting to get this t)pe of services. -n past, ,hittagongs people did not get the service as the) wanted. As there is absenteeism of this t)pe of services so we don't want to be late. Also it is like a stable demanded service so we know that definitel) we will sta) in the market as much as possible. #et See Through A *raph

Number of customer s Mass Market/ Followers

Early Adopters/ Pioneers

When Brand is Established

Time Figure? 7 &eople response towards the service at different levels.

"mplo)ee (elfare Activities ?

The parlor management has attached due importance to the general well being of the emplo)ee, engaged in the parlor. The management strongl) believes that development of the organiAation depends on a team of skilled and dedicated manpower and it will focus all its attention to that end. The compan) undertook series of welfare and skill development activities for its emplo)ees some of which are worth mention. -n F house Training ?F -n order to provide the best service to the guests and customers the parlor management has taken continuous skill development plans in the sector of the parlor for which in house training programs are held at frequent intervals. "mplo)ee of the Gear ?7 (ith the e=pir) of the 4 st )ear operation the management will select emplo)ees of the )ear and will reward. Birthda) wish ?7 The management will e=press birthda) wishes b) presenting birthda) card to associate's on their birthda)s which develops mutual respect and sense of belongingness to the organiAation.

&ositioning of service ?
(e are not onl) promising to give the better service but we are arranging the service like that customer will sa) that we have fulfilled our promises. Though we sa) that we have nothing an) competitor but we anal)Aed our close competitor and find that the) have several problems.

&ositioning $ap !f $) Service

Service igh

&rice igh

&rice #ow

Service low

&ositioning $ap !f ,ompetitor

Service igh

&rice igh

&rice #ow

Service low
(e actuall) wanted to sa) that when we are going to enter the market we would be the first entr) so that our competitor anal)sis has not too much. But the question is how we have shown a position map of our competitorH

Than we have to e=plain )ou the matter that is F though we have nothing an) competitors but when we are going to target a segment on that time which segment will be our target and now who are the service provider of that segment and the) are our close related competitor not worried competitor. ere we have seen our close related competitor is +Scissor !ver comb0

,ompetitive Five Forces ?

Threat of intense segment rivalry: (e are in better positions in that place because from the beginning we said that we have ver) few competitors in fact we have no competitors. Threat of new entrants: -t is ver) profitable business so that it is also a ver) risk) because of new entrants. 1ew firms entr) can cause a great hamper of us. Threat of substitute service: -t is stable demanded service and we have also less risk from substitute. Because it has nothing an) substitute. Threat of buyers growing bargaining power: -n our service switching is too much tough for the bu)ers but we are tensed about new entrants and if new firms enter than bu)ers ma) look for more attributes of benefits so that the) used to bargain on that time we will @ust concentrate on lo)al customer. Threat of suppliers growing bargaining power: Actuall) we are taking most of the product from outside of the cit) and there is ver) few suppliers who suppl) our needed product for that ma)

be the) can charge high price whenever the) want it is a big threat for us. Through see a figure: -

&otential "ntrants JThreat of mobilit)K Suppliers JSuppliers powerK -ndustr) competitors JSegment rivalr)K Substitute JThreat of substituteK Bu)ers JBu)ers powerK

The $arket !U. BUS-1"SS &#A1 -S BAS"% !1 *"1TS &A.#!.. (e have selected the parlor name is look gents parlor. !ur marketing is t)picall) seen as the task of creating, promoting, and delivering services to consumers and business.

$arket Segment ?
The demographic segmentation has done on the basis of age. According to surve) the most service taker will be between 49793.

Age limit Below 49 49783 83793 Above 93 Total

&ercentage >I 8>I ;9I 44I 433I

Through The Pie Chart

50 & abo e

Below 15

30-50

15-30

$arket Segment
-ncome basis segmentation we find that middle class, upper classes that are e=pected to take the service. JStudent ApartK

-ncome .ange Below 42333 42333746333 46333783333 83333 < above Total

&ercentage 49I 29I 89I 29I 433I

Income Based Mar et !egmentation

%#$

"#$

%#$

Below "%''' "%'''-"(''' "('''-&'''' )bove &''''

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!ccupation Based $arket Segmentation ?

Based on occupation segmented the market.

!ccupation Student "=ecutives Service older !thers Total

&ercentages 83I 89I 83I 9I 433I

!""#pation based $e%&entation 'Pie (hart)

Others 5% Service Holder 30%

Student 30%

Executives 35%

Target $arket ?

Actuall) we are not looking for mass marketing so that we are targeting upper class < e=ecutives. Though we know that because of the trends we will get most of the students as a customer.

$arketing .esearch .equirements ?

The promoters have well connection with the target customers for their good, social and economic background. $ore and more men, especiall) the )ounger generation can be seen mulling over the choices of facials the) t)pes of haircuts. ave, the options that the) have with various

S.(.!.T Anal)sis?
Staff F high level of confidence will have in to the staff because of training. #eadership F the parlor will demonstrate communit) leadership because of it's first entr). $embership /alue F progress that we made to improve and e=pand benefits and services to members. %iversit) of Services F there (ill be a concerted effort to e=pand benefits and services to members and this will be well received igh &rofile F the parlor will pursue media attention and makes frequent appearances in the communit) because of its advertising < promotion.

(eaknesses ?

!utreach F there are still portions of the business communit) and the communit) at large that are not aware or are not engaged in the work of the parlor .evenue F budgets are limited and the organiAation ma) not be able to do ever)thing it would like to do

!pportunities ?
(ebsites F which will build a stronger -nternet presence, should be a priorit) Absenteeism of the competitors &erfect time to entr) in to the market #ocation selected in to the bus) area Stable demanded service uge capital

Threat ?

Still people are not aware of this t)pe of services. Too much budgeted capital too much risk. &rofitable business so competitor will increase rate is high. !ur political environment.

Service ?
The +#!!D0 is a service oriental business so the) provide service rather then product. The) provide different package for their customer.

!ervice verity : Service verit) is giving more option to the customer. The parlor will give customer more service verit). (e included three service verities. *room package *iving a package for grooms with discount. /acation package

%uring the vacation "id7ul7 AAha or "id7ul7Fitr or an) cultural vacation we will offer man) kind packages.

Service ?
+First of all, we are all humans. The senses that are working are that we have to present ourselves in the best manner possible. This presentation varies from men to women. The male trend has been changing in the recent past.0 (hile most people used to simpl) go for a hair cut, toda) there are a lot of st)les in haircutting. +Apart from hair cut, there is also manicure, pedicure, facials and skin care treatments but the basic concept has changed. 1ow, men are taking care of their bod)0. (e will serve our customers with such accommodation facilities that have never been offered in an) other parlor in ,hittagong. (e will be uncompromising in maintaining the qualit) services to our customers. (e will ensure the most e=cellent effort to create a brand image.

&rice ?
Some of the prices are shown bellow

Particular H!ir (uttin# cost H!ir d*ein# cost (olorin# one)s h!ir Hot oil tre!t&ent "e#ul!r $!ce %le!chin# Tre!t&ent !nicure Pedicure

Price TK.+'0 TK.500 TK.'00 TK.300 TK.200 TK.200 TK.450 PLUS

Factors, which determine success in the industr) !ur total investment is about Tk. 4 cr. !ur investment is ver) well researched and will go ahead because of the e=traordinar) qualit) of facilities and service. (e are able to take advantage of this. !ur intention is to achieve a return on investment of appro=imatel) 83I over the course of the ne=t 87; Japp.K )ears. (e chose five )ears, as this is an accepted industr) maturit) point. (e have been conservative at ever) stage in appro=imations of )ield and earnings. (e have set high targets for market share, but our qualit) is great and so is our price, so we have confidence that these targets are achievable. There is economical risk to which no first7class parlor is immune. Severe political disorder is still a threat, but we will tr) to be better off than other. (e are also insured for significant losses due to recession or political turmoil. The market is growing, as is the competition. This is potentiall) a risk, but continued qualit) production and pricing should help provide a strongl) differentiated prestige brand reputation. !nce achieved, demand for our

service should be relativel) price inelastic. Such success relies ver) highl) on providing qualit) accommodation facilit) and service. (e have first7rate managers, staffs and other emplo)ees, so we are on the right path .

Branding, Trademark, #icensing ?

(e find that people have a latent demand for this service (e are going to licensing under cit) corp. and following the rules and regulation of the government. So when we are going to brand our product we have done a surve) to see what should be the better identit) for our service. The surve) report given below7?

4'$ 3'$ %'$ '$ *+, -+*

.//0

C1+)TI2 +

P+/P.+ 1+!P/*!+

From the surve) report we find that we should select the brand name +#!!D0.

&roduct #ife ,)cle

(e are going to e=plain our service life c)cle through a life c)cle pattern what is named as *rowth Slump &attern. -t is because of when we are going to start the business we will see from a surve) that people will hugel) accept the service so after introduction the service will go directl) upward but after maturit) it used to go decline because of new competitors entrants, also because of onl) lo)al customer will sta). So that after maturit) it becomes stable. JStable demanded product, lo)al customer etc.K

Prod#"t *i+e (y"le

$ales -ol#&e ,ntroduction

-ro.th

!turit*

/ecline ,i&e

&romotion
(e will advertise the look gent's parlor while launching, through a press conference < advertisement on national dailies 4 week before the launching. As it is new product so in ever) month we will give advertise 43742 times. Billboard will be given in to the main point of the cit). $agaAines are our main path to advertise, speciall) fashion related magaAines. (e are also targeting to @oin some campaigning, social welfare activities < sponsoring man) programs. %igital screen adds in bus) areas.

Budget ?

,ash collections setting the standard 83I Jeach GearK -nvestment Total cash collections J43333333=83IK 43333333

Collections ta ing standard &'$

Gear Sales

2336 8333333

2335 8333333

2343 8333333

2344 8333333

Cash Inflows

,ash !utflows

Break "ven Anal)sis ?

!ur Fi=ed cost :333333 ,ontribution margin ratio .29 So our B7" point in taka is 7 ? Fi=ed ,ost ,$. L:333333M.29 L2;333333TD. -f ,$.L .29 than /,.L J47.29KL.>9

Total sales 3 2;333333 63333333

Total ,ost :333333 2;333333 ::333333

Break "ven &oint

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& $ales "osts ,. *a"s

&

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& ( %0E 1oint & W

& %0E 1oint 2
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2
Tot !"s #
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Tot !"c %

Basis For &rice Settings ?

4K 2K Before price setting we considered that within 87; )ears we can recover our cost. (e also considered our current cost can be recovered b) the price what we set.

Appendi= ?
(e observed some factors and remarked in few words about the report. Those are 7? (e have got a great location what is suitable to establish the business easil). (e will emphasis on creating much lo)al customer, which is needed in this of services to be alive. Too much risk involved because of new firms entrants, our huge capital, and lack of awareness of the local people. (e will differentiate ourselves from other through activities and keeping our promises. -nnovative idea will be provided taking decisions from the customer. $a) be it has some absenteeism but our activities to make different that will making people attractive to +#!!D0. Gou will clarif) our absenteeism so that )ou can delight )ou more. The #!!D is not onl) changing the idea of gents parlor business but also changing the track of this t)pe of businesses for which people can find better service than before. (e are broadl) thinking about ,hittagong.