Power Point PAdini

8/10/2019 Power Point PAdini

1/36

Prepared by Director of Marketing


2/36


3/36

Executive SummaryHistory: Padini began as a backend operation in Malaysias apparel industry,

manufacturing, trading and supplying garments to order for retailers anddistributors.

Padini entered the new millennium as a major force in Malaysiasmultibillion textile and garment industry.

Nature of Business

Padini is mainly an integrated operation that controls its products - fashionwear and accessories - from concept stage to manufacturing,merchandising and image marketing.

About Padini HQ Padini is in Kuala Lumpur. Padini is a brand leader involved in the

distribution and retail of its own fashion labels through 170 freestandingstores and inhouse outlets.


4/36

Mission Statement

Our VisionTo be the market leader in the retail and

industryand leading footwear outlet in the

domestic market and regional expansions.

Our M issionEnhance quality of product, better customer

service,, speed and efficiency


5/36

Qualitative Objectives: To provide the most efficient after sales product

team. To maintain high quality of products with an

affordable price.

To be the leader in providing the high quality and

innovation products.

Quantitative Objectives: To increase customer retention rate by 15% by

2006. To increase nationwide market share by 8% per

annum.

To reduce customer complains by 30% in one year


6/36

Marketing Organization Chart

BOBO CHHIN SIEW JIUAN

(Marketing Director)

LEONG FOOK WOH TAN JIT KEEN CHEONG CHEE KION

(Customer Service) (Sales &Promotion) (Distribution)

HONG ENG SOON

(Marketing Research)


7/36

The Location Of the Padini


8/36


9/36


10/36
http://www.padini.com/eshop/product_cat.asp?dept_id=500&page=1http://www.padini.com/eshop/product_cat.asp?dept_id=500&page=1


11/36

Market

Analysis


12/36

Target MarketVincci

Women ( 17 years old~ 50 years old)

P&CO


PDI

Men ( 15 years old~ 45 years old)


MIK I

Kids ( 6 years old~ 12 years old )

PADINI AUTHENTICS

Men ( 15 years old~ 45 years old)



13/36

Customer Analysis

Segmentat ion: Nature of business

Segment

Factors

Shopping

Centre

Shopping

Malls

Hyper

Market

Super

Market

Market Size Large Large Medium Small

Market Growth 12% 14% 8% 9%

Needs High Quality

Excellent

service,

High quality,

Efficient

service

Good

service,

Affordable

High quality,

Affordable

Usage Very high Medium Medium HighState of Market Mature Mature Developing Developing

Attractiveness High High Medium Low


14/36

Segmentat ion by Geog raphy:

Customer Analysis

Segment

Factors

Kuala Lumpur Johor Penang

Market Size Very Large Large Medium

Market Growth 13% 11% 7%

Market Share 40% 25% 18%

State of Market Saturated Developing Developing

Profitability High High Medium


15/36

Competition Analysis

Company

Attributes

Vincci Charles & Keith Nose Carrelli Studio

Goal ~Develop Kuala

Lumpur market

~increase market

share

~Maintain market

Kuala Lumpur

-Penetrate Johor

market with high

quality strategy.

-Penetrate major

malls in KL and

Penang

Market Share 40% 22% 24% 14%

Growth 12% 4% 17% 10%

Strengths -Affordable Prices

-Innovation product

-Exclusive products

-Loyal customers

-Aggressive sales

team

- Exclusive

products

-Excellent quality,

-Loyal customers

Weakness -High staff turnover

rate

-Low publicity

-Slow growth

-Expensive products

-Inexperienced

staffs

-Expensive

products

-Weak sales team

-Low publicity

-Expensive

products

Market

Position

High quality,

Affordable price

High quality,

High price

High quality,

High price

Good quality,

High price


16/36

Market Positioning

-1.0 -0.8 -0.6 -0.4 -0.2 0.2 0.4 0.6 0.8 1.0

-1.0

-0.8

-0.6

-0.4

-0.2

-0.2

-0.4

-0.6

-0.8

-1.0

Price

Low

Low

High

High

Quality

VINCCI

NOSE

Charles &

Keith

Carrelli Studio


17/36

Product Life Cycle

TimeIntroduction Growth Maturity Decline


18/36

Portfolio Business


19/36

Portfolio Business

Vincci is the market leaders in a high-growth market

A star does not necessarily produce apositive cash flow for the company

Therefore, the company must spendsubstantial funds into VINCCI to keel upwith the high market growth and to fightoff competitors attacks .


20/36

Strategy To Maintain Market

Share

Good Financing

Increase Product Quality

Full Line Strategy

Premium Performance


21/36

Competitive Strategy

Position Defence Involves occupying the most desirable

market space in the minds of the consumers

because we will make the brands almost

impregnable.

Counteroffesive DefenceWhen othersmarket challenger attack, we

will respond with a counterattack.


22/36

SWOT AnalysisStrengths Weaknesses

Service team with high technical

skills

Reputation as a trusted brand

Products are affordable for most

consumers

Experience in the field of R&D

High staff turnover rate

Sales team slow in progress

Lack of computerized services

Ineffective training for new staffs

Opportunities Threats

Demand for affordable and highquality goods

Increase customer complains of

competing services

Large potential market in Malaysia

Increasing number of new entrants Decreasing market share in

MALAYSIA (KL)

Aggressive promotional campaigns

by competitors in KL

High tech services by competitors


23/36

Marketing Objective

SloganTo be the Best Fashion Company in Asia.

our marketing objective are as below:-

To achieve distribution amount up to

30000000 units.

To increase the distribution capasity to 100%

from the plant capacity . To reduce the distribution cost for 35%.


24/36

Marketing mix

Product

Price

Promotion

Place


25/36

ProductsWomen Pumps Shoes

Women Office Wear

Kids Clothes

Women & Men Casual Clothes

Women & Men Sport Wear


26/36

Operasional ProcessOf The Product


27/36


28/36

Promotion

Brochure

Packaging

Advertising through magazines

Provide discount to customer

Become sponsorship for several activities

E-Bay Services


29/36

Breakeven Chart

RevenueandC

osts

200000

300,000

400000

500000

50,00025,000 75,000 100,000 125,0000

Total variable cost

(RM 1 per unit)

Total fixed cost

(RM 50,000)

Quality (units)

Breakeven point


30/36

Distribution PADINI distribution and retail of its own fashion

labels through 170 freestanding stores and inhouseoutlets.

It has also proudly carried the Made-in-Malaysia stamp

abroad, with its garment exports to Singapore,

Thailand, Brunei and West Asia.

Our service team will follow-up the customers .

Channel of distribution has become one of the most

important factors in marketing strategies. For ourPadini company, what we provide is garments/apparels,

thereby we need the retailers, and distributors and sales

person to go for educate the customer by given the

professional advice.

PADINI P t 4 Y


31/36

33.4

37.4

43.0

36.6

0

5

10

15

20

25

30

35

40

45

50

Millions

2000 2001 2002 2003

Past Sales

Revenue

PADINI Past 4 Years

Sales Revenues


32/36

Marketing Research

6%

Sales Promotion

27%

General &

Administrative

9%

Human Resource

Development

14%

Sales Force

Expenditures

11%

Advertisement

27%

Miscellaneous

6%

Budget (RM) Percentage (%)

Advertisement 1450000 27Sales Promotion 1500000 27

General & Administrative 500000 9

Human Resource Development 785000 14

Sales Force Expenditures 609700 11

Marketing Research 306400 6

Miscellaneous 315000 6

Total 5466100 100

Marketing Budget


33/36

Company Gross

And Profit

Account


34/36

Padini Years Projections Of Sales Revenues

2005 (RM) 2006(RM) 2007(RM) 2008(RM)

Total costs 12,580,000 18,326,000 17,564,000 15,846,200

Net sales 2625 00,00 28218900 30927900 34948500

Net profit/loss 8420000 9150000 10524000 12458000

26.3 28.2

30.9

34.9

0

5

10

1520

25

30

35

40

45

50

Millions

2005 2006 2007 2008

Projection

Sales

Revenues


35/36

Padini Implementation PlanAim Current

Position

Action Start Cost

(RM)

Increase the

sales

Lack of

sales

personnel

Hire 9 more

sales

personnel

December

2005

245000

Increase

professional

training

Ineffective

training

Provide

monthly

training

December

2005

24000

Membership

programme

None Member

incentiveprogramme

March 2006 80400

Build

corporate

image

Lack of

publicity

Sponsor

events &

advertising

campaign

May & June

2006

1036200


36/36

When you think of high quality productand affordable prices

Think of Padini

Power Point PAdini

Documents

Transcript of Power Point PAdini