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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 Enviromental control of Chenone. Chenone is the market leader and
they target the elite class and they proud to be associated with Presidents 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.


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Table of Contents

Company Description ....................................................................................................... 03
Company Profile ................................................................................................................. 05
Chenone Outlet .................................................................................................................. 06
Vision and Mission Statement ........................................................................................ 09
Core Values .......................................................................................................................... 10
Current Market Situation ............................................. Error! Bookmark not defined.
Situational Analysis ........................................................ Error! Bookmark not defined.
BCG Matrix .......................................................................................................................... 17
Analyzing the Macro Environment .............................................................................. 17
Competitors ......................................................................................................................... 19
Market Segmentation and Target Market ................................................................... 19
Marketing Mix and Strategies ........................................................................................ 22
Competitive Analysis ......................................................................................................... 34
Objectives ............................................................................................................................. 37
Conclusion ........................................................................................................................... 37
Recommendations .............................................................................................................. 39
References ............................................................................................................................ 39
Picture Gallery .................................................................................................................... 40
Questionaire ........................................................................................................................ 45


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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 companys 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


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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.



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ChenOne Profile :
Type
Private
Industry
Fashion
Founded
1997
Founder(s)
Mian Muhammad Latif, Mian Muhammad Naeem
Headquart
ers
Faisalabad, Pakistan
Number of
locations
25+ (in Pakistan and Middle East)
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



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Chenone Outlets :
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 project 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 Pakistans 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. ChenOnes 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 nation wide. Below is a list of some of the
organizations ChenOne is proud to be associated with these:
Presidents House
Governor House, Lahore
Best Western Hotel, Islamabad
Sindh Club, Karachi
Holiday Inn, Islamabad
Islamabad Club
Serena Hotel


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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:
1. Home Textile Department
2. 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:
Womens Wear
Mens Wear
Kids Wear
Special offers


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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.



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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 citizens.


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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.





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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.




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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 doesnt 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.


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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 its 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.


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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 use 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.




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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.




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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 doesnt 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.




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BCG Matrix
Cash Cows
Ladies Foot Wear, Pretty Fit, Home Furniture.
Question
Marks(?)
Crockery

Cash Cows:
Home,
Textile Garments.

Dogs:
Mens Foot Wear


Analyzing the Macro environment
The Demographic Environment :
The chenone has largest product line. They targeted the baby born, Childerns, youngesters, and
olders. 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


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products and childern, 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 thats why there many limited chances to hurt the chenone.
Technological Enviroment:
According to Chenone manager they are
very sound in changes of technolgy and they are best using of techonolgy. Very soon they will
start online selling point.
Political-legal Enviroment :
They are registerd company and paying
huge amount of tax and these days pakistan politically very bad but in these condition they are
earining profit.



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Competitors of Chenone
Bed and Bath
Bareeze
Zubaidas mother shop
Bumble and Bumble
Mushrooms
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


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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

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:


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1. 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.
2. 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
3. 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.
4. 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,


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consumers organize products, services and companies into categories and position them in
their minds. A productsposition is the complex set of perceptions, impressions and feelings
thatconsumers have for the product compared with competing products. Chen one puts into
great deal of effort in making itself unique and distinct. Even though chen one has as such no
direct competitor, it still has to makeits services and products different from those available
locally. Chen one charge high price but give more benefits. Chen one designed a product
according to the customer wants and demands. chen one 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:
1) Garment


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Womens Wear
Following varieties are available in this category
1. Lowers






2. Uppers
3. Shalwar Suits
4. Long Dresses
5. Nightwear
6. Jackets
7. Kurtas
8. Sweaters



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Kids Wear


Men Wear

1. Lowers












2. Uppers
3. Shalwar Suits
4. Suiting
5. Nightwear
6. Jackets
7. Jogging Suits
8. Shorts
9.Pyjamas
10. Sweaters
11. Belts
12. Ties
13. Shoes


1. Shalwar
Suits
2. Jackets
3. Nightwear
4. Frocks


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Following varieties are available in
this category:
2) Kitchen Accessories
Design Wear
Aprons




3) Bathroom Accessories
Towels
Bath Robes
Shower Curtain
5. Belts
6. Shoes
7. Socks
8. Vests
9. Uppers
10. Lowers



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4) Furniture
Bedroom Furniture
Living Area Furniture
Dining Area Furniture
Kids Furniture

5) Bed Sheet Sets
Bed Sheet Single
Bed Sheet Queen
Bed Sheet King
Quilts Cover
Bed Spread

6) Crockery
Dinner Sets
Tea Sets
Water Sets



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7) Bed Basics
Fabric Covers
Pillows
Quilt
Mattress


8) Home Accessories
Candles
Lamps
Curtain Rods
Mats
Dry Arrangements


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.

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


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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.


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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


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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


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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:
a. Select
b. Train
c. Motivate
Their employees because this will make a huge difference in customer
satisfaction.


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Better-trained persons exhibit 6 characteristics:
a. Competency
b. Credibility
c. Reliability
d. Responsiveness
e. Courtesy
f. 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.
Chenones 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 Mens
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


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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.
COMPETTIVE ANALYSIS
ChenOne is one of its kinds of stores in Pakistan. It provides full range of clothing and home
products and accessories. It doesnt have any competitor in its business category. ChenOne
dont 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



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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 = Mens Store
Product Category=Formal Clothing
Price Range=Moderate High-High
Intensity=Red

8) Brand = Stone Age


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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


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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.
Objectives
Determine the Organizational Setup of ChenOne.


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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 well 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.


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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
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



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Picture Gallery


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Questionaire
Intro questions:

1. Briefly describe your current position and responsibilities?
2. What are the major stresses and challenges you face on the job?
3. In case of any problem to the organization, how do you overcome the problem?
4. What is your organizations vision & mission?
5. How does your organization set goals?
6. For effective goals how would your organization use S.M.A.R.T guideline?
7. Which type of goals short term goals/ long term goals does your organization set? And
why?
8. Does your organization gather performance feedback?

9. Describe the planning process you use (weekly, monthly &quarterly)?

10. What marketing strategies/mix did your organization planned?

11. How chenone overcome the micro and macro economic factors?

12. . What is your organizations ethical code of conduct?

13. What do you think who is more responsible and have greater influence for creating a positive
organization culture through language and action?
14. What do you think does your organization have some burden of social responsibility also? If
so then how much?



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15. How would you rank your organization how much social responsive your organization is? is
it reactive, defensive, accommodative or proactive?

16. How much chenone is affected from its specific environment in past 5 yrs.?
(The Customers, Competitors, Suppliers, Industry regulations and Advocacy groups
that are unique to an industry and that directly affect how a company does business.)
17.What are the Technical innovations in chenone for last 10 yrs.?
18. Have you ever regarded any of your competitors as role model?
19. Have your organisation ever faced resource scarcity? If so then how your organisation
handled the situation?
20. Under ever changing international political environment, how you handled such
circumstances?
21.What steps your organisation takes in order to maintain strong customer relationships?
22. what are the objectives of chenone?