Marketing Plan Report: Abhishek Creation Boutique, Gujarat, India

This report presents a detailed marketing plan for Abhishek Creation, a fashion boutique located in Gujarat, India, focusing on women's clothing. The plan includes a comprehensive market analysis of the Indian fashion industry, particularly the women's wear segment, and identifies the target market as women aged 20-40. It outlines the boutique's products and services, emphasizing modern fashion trends and Indian cultural influences. The report covers the mission, business objectives, and industry initiatives, followed by a marketing strategy encompassing market research, target market positioning, situational analysis (including SWOT and PEST analyses), and the marketing mix. The plan emphasizes the importance of understanding consumer preferences and adapting to market trends, with the goal of establishing a strong brand presence and achieving a competitive advantage in the clothing retail industry. The report also includes figures illustrating market trends and growth expectations.

Running Head: Marketing 1
Marketing Plan for Abhishek Creation

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Contents
Overview..........................................................................................................................................3
Market analysis of Abhishek Creation............................................................................................3
Products and services...................................................................................................................3
Overview of Abhishek Creation......................................................................................................4
Mission.........................................................................................................................................4
Business objectives......................................................................................................................4
Industry and initiatives.................................................................................................................4
Marketing plan.................................................................................................................................5
Market research............................................................................................................................5
Market and structure....................................................................................................................6
Target market...............................................................................................................................6
Positioning...................................................................................................................................7
Marketing strategy.......................................................................................................................7
Situational analysis..........................................................................................................................8
Awareness about product and services........................................................................................8
Market trends...............................................................................................................................8
Micro and Macro Environment....................................................................................................9
SWOT analysis.........................................................................................................................9
PEST Analysis........................................................................................................................10
Marketing strategies.......................................................................................................................11
Marketing mix............................................................................................................................11
Review...........................................................................................................................................13
Impact of marketing mix............................................................................................................13
Role of marketing.......................................................................................................................13
References......................................................................................................................................15
List of Figures
Figure 1: Indian market...................................................................................................................6
Figure 2: Female targeted by age.....................................................................................................7
Figure 3: Expected Growth............................................................................................................10

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Overview
This marketing plan is based on an Indian fashion boutique located named Abhishek
Creation in the state Gujarat. This boutique is operating in the clothing retail that sells out the
fashionable clothes especially for women. The boutique is located in the Asopalav, Gujarat India
which is the popular and famous place for the tourists to spend the vacations. The boutique
follows modern business trends and focus on the preferences of the customers along with the
Indian culture. The Abhishek Creation is located in Gujarat, the most popular state of India. The
main objective of boutique is to build strong brand name of the business by providing unique
quality of clothing experience to the customers. The boutique basically focuses on the colors,
fits, and styles for the female customers to meet their requirements. For providing best quality
clothes, it is essential for boutique to have proper understanding of the preferences of the
consumers. This report provides a detailed marketing plan for Abhishek Creation to achieve
strong position in the market.
Market analysis of Abhishek Creation
It is well-known that the fashion industry in current time is very attractive for the young
people especially for female, so boutique is focusing on the female customers. The boutique
basically focuses on the on the modern fashion trends and follows the choices and preferences of
the customers in the operating industry. Based on the needs and requirements of the consumers,
boutique is able to meet the expectations of the customers by using proper marketing strategy
(Seshadri, 2009).
Products and services
Boutique Abhishek Creation basically offers the combination of various clothing
products for female customers. The boutique provides various fashion clothes based on the
modern fashion trends by focusing on the purchasing power of the customers in the market. it is
well-known that female customers are very conscious for their fashion and dressing sense so
main products of the boutique are business clothing, casual wear, formal wear and traditional
clothing that represent Indian culture. Profit of the boutique is earned by the sales of these
clothing products. The pricing structure set by the company is very flexible due to implementing
the reasonable prices on the clothes to attract the customers and tourists. in this manner, the

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company is using value based pricing structure so that it can provide quality, effective customer
services, easy access of the products and style to attract the target market. Along with this,
boutique uses end of season sale, promotional coupons, and multi-buy savings for the marketing
strategies. The key message of the boutique is ‘versatile, classy and expansive clothing for
women.’
Overview of Abhishek Creation
Mission
The mission of the company is to build up the new ways of fashion to its customers based
on the style and quality. The boutique is trying to develop the product range for men and children
along with the women customers. The new range of the products will be helpful in meeting the
expectations and demands of the target customers.
Business objectives
The objective of Abhishek Creation is to differentiate the products from the other
boutiques by offering quality and stylish clothing products to the female customers. The key aim
of the boutique is to improve the shopping experience of the customers in the positive manner.
So, boutique has aim to offer the products in all the sizes and shapes for female customers.
Along with this, the objective of the boutique is to make the purchasing easy, effective and cheap
for the customers in the clothing market.
Industry and initiatives
Abhishek Creation is seeking to use its core competencies to get sustainable competitive
advantage in the clothing and retail industry. In terms of effective services, competitors are not
able to provide the same value to the consumers that Abhishek Creation is providing. The
boutique has developed its core competencies in-
 Providing a high-quality fabric and clothing products whose image is familiar among the
customers in the market,
 Developing the sense of community among the customers who are purchasing the
clothing products on daily basis, and
 Developing strong reputation among the retailers as the trustworthy manufacturer of
clothing products by delivering the requested number of products in the given timeline

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The boutique is focusing on building these competencies by making the efforts to increase
the number of the products offered to the customers. Along with this, by establishing strong
relationship with the retailers, customers, and the suppliers of the fabric and other products,
boutique is able to create sustainable competitive advantage over the competitors in the market.
Marketing plan
Market research
Indian traditional market is the centre of attraction for the internal customers and tourists.
In all the segments, the women’s segment is covering overall Indian wear market with 87% and
this growth will continue to drive overall sector. The women’s wear is alone is expected to grow
with the fixed rate of 8% over the coming years.
Figure 1: Indian market
(Source: Gugnani & Brahma, 2013)
The boutiques and local retailers are able to grasp the opportunities due to the presences
of various traditional events. There is the religious and cultural diversity in India and wide ranges
of the occasions are celebrated. On such festivals, people tend to purchase ethnic wear for both,
personal use and for gifting. These occasions typically drive the growth of ethnic wear for
women. Female customers prefer traditional Indian dresses as those are related with the attributes
of comfort, convenience as well as contemporary fashion. Along with this, there is one of the
emerging trends to grow in the women’s segment that the number women in corporate workforce
are increasing continuously. So, local as well as established brands are taking opportunities and
making effective changes in their product portfolios (Gugnani & Brahma, 2013).

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Market and structure
The key area for the products of the company will target on women as it is very easy to
attract the women as compared to men by providing large varieties of clothing. Women generally
want the type of clothes which are both fashionable and comfortable and hence the company will
try to design clothes according to their preferences and demands. Also, India is rich in its cultural
heritage and that’s why company will also keep an eye on demands and preferences of tourists as
people like shopping on their vacations (Mouncey & Baker, 2009).
Target market
The fashion boutique is a kind of company which adopts the strategy of consumer’s
preferences. The main target of the boutique will be fulfilling the demand of women. Abhishek
Creation also follows the strategy of attracting young females by providing special products like
ethic wears and accessories. In current time, female customers are concerned for quality,
customer value uniqueness, effective services and convenience. The age group targeted by the
company for women is 20 to 40 and there will be no distinction regarding the background and
color of the customers in this age limit. Along with this, price factor is the most significant factor
which every consumer keeps in mind while selecting a product. The fashion boutique will
provide the customers quality products at reasonable prices which are worth for the product.
Figure 2: Female targeted by age

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Target group of the Abhishek Creation will be those women consumers who want to
purchase ethnic clothes and are willing to spend their money for quality clothing. In current time,
female customers are interested in purchasing the clothes having unique patterns and designs. So,
Abhishek Creation will attract female customers by providing best quality and designs.
Positioning
Abhishek Creation will provide traditional and ethical clothing with the exclusive
personal services. Key competitive advantages of the boutique will be the unique design clothes
that will represent the culture of the country. This would b helpful for women in developing their
personal style.
Marketing strategy
In present scenario of dynamic environment, it is necessary for the company to develop a
unique marketing strategy from the starting of business. The company will not only have to
adopt attractive marketing strategies but should also design the clothes with trending and
attractive designs. The company will also join hands with other retailers of markets to expand its
awareness related to brand (Hoskisson, 2009). The company can also hire a firm to design its
market strategy in a cost effective manner. The tagline, logo of the company will able to identify
the idea behind the generation of the boutique. The company’s target is to budget its marketing
techniques not more than 5% of the gross annual sale of company’s products. Joining of hands or

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partnership with other retailers will help the company to organize local events and it will also
help in targeting its customers. The company can use media coverage techniques, direct mail
marketing, campaigns and local print advertisement to market its products (Gruca & Rego,
2009).
Situational analysis
Awareness about product and services
It is essential for the customers to understand about the products and services provided by
the boutique. To attract large customer base, it is crucial for the company to make the customer
aware about the offered products. For this manner, company will focus on developing a website
for the consumers and will have unique domain name of the website like abhishekcreation.com
(Huang, & Sarigöllü, 2012). Along with this, company will plan to hire more web designers for
the site development. The aim of the company will be showing the clothing products on the
online platform to the customers. By this manner, boutique is trying to establish a community
where women can gather and talk about the clothing secrets (Payne & Holt, 2008).
Market trends
In retail fashion industry, fashion boutique is stronger and powerful business with
dynamic styles and demand of the customers. Now day’s customers want to enjoy the shopping
where customer’s friendly services are provided. Although various megastores for shopping are
available but in present scenario customers want a change in it. Demand for clothing will always
remain high in the market and mostly among women. In current scenario women prefer the type
of clothing which is not only comfortable but should also be fashionable. They try to find out
different wears for all purposes like casual wear and business wear. The customer also prefers to
buy the clothes for all seasons. To sustain in the dynamic market and to fulfill the demands of the
customers, company can assign a team to get feedbacks from their regular and important
customers (Joshi, 2009).
It is expected that the clothing retail industry in India will grow of 6% by 2023. The
demand of the fashion accessories is growing continuously and that is making the Indian fashion
market interesting and profitable. The Indian fashion retail industry has to face many changes
and challenges in recent years that indicate the involvement of the country in the fashion market.

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The challenges are related to the changing needs of the customers which are needed to be
addressed in the most proper and effective manner.
Figure 3: Expected Growth
Further, there is one more critical factor affecting the success of fashion retailers i.e.
buying behavior of consumers. Indian fashion customers are attracted by various international
fashion statements. Exposure to international events, increasing disposable incomes, rising
confidence levels, and fashion icons are the factors responsible for driving the change in the
consumer buying behavior.
Micro and Macro Environment
SWOT analysis
Strength:
The company’s strength is that it will provide customer’s friendly services and personal
attention to each and every customer with unique and amazing shopping experience. The
location of the company is also favorable in terms of accessibility by the customers. The
company also have strong base of customers segmented by women. As the company is a new
entrant in the retail fashion industry, it will get lots of opportunities to expand its business both in
India as well as in international market.
Weakness:

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As the retail fashion industry is one of the large and strong industries in India, it is very
difficult for the company to satisfy the needs of its customers and create an image in their eyes.
Although the company has lots of opportunities regarding learning and getting experience of
doing business but there is also strong competitors in the market which can easily dominate the
company’s products.
Opportunities:
For Abhishek Creation, there is the opportunity to raise the brand awareness by
advertising and the promotional activities. Along with this, boutique has opportunity to increase
its product range and expand the print designs. By using innovative printing methods and
sustainable elements into designs, Abhishek Creation will be able improve its customer base in
the operating market (Schnaars, 2010).
Threats:
There is the strong competition for Abhishek Creation from other boutique brand in
Gujarat. Sometimes market saturation and economic recession can be major threat for boutique
business. Further, there is one more threat that boutique is not able to compete with the lower
and cheaper simulations on the high street.
PEST Analysis
Political-
Political and legal sector include the policies and regulations imposed by the government
to consider the organization as the legal and authorized business company. in this manner,
Abhishek Creation should consider the political and legal aspects to show that the organization
value the regulations and policies for the business operations. There are some regulations in
India i.e. Employment Laws, Political stability, Tax policy, trade & tariff restrictions and
environmental regulations.
Economic-
The economic factors include those contexts in which an industry belong i.e. general
economic conditions of the country or region, active demands of the products, level of
competition in the market etc. Abhishek Creation is affected by some factors in the country i.e.

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economic condition world as increasing inflation rate are making the cots production high so the
profit margin of the company is reducing (Marcer, 2012).
Social-
In the social factors, the lifestyles of the customers affect the business of the boutique.
The growing demands of the clothing products can be affected by the changing lifestyle of
people in the operating area. Changes in the lifestyle and requirements in the various
demographics affect the Abhishek Creation’s business and the demands of the customers for the
specific product.
Technological-
Technological advancement in every sector has changed the way of business for the
companies. In India, technology has changed overall socio-economic environment of the
country. In the textile industry, there are many technological developments that have changed the
way of clothing production in the positive manner.
Marketing strategies
For the boutique Abhishek Creation, there is need to draw effective and unique marketing
strategy to achieve positive growth in the operating manner. Boutique will not only focus on
manufacturing of unique quality of clothes but also will promote those products by adopting
unique marketing strategies. Along with this, company will also collaborate with other retailers
so that brand awareness can be created among the customers. In the marketing strategy of the
boutique, company will implement the marketing in the cost-effective manner (Lymbersky,
2009). An effective marketing message will also be created along with slogan and logo to reveal
the idea of the generation of the boutique. In current time, Abhishek Creation is trying to capture
local community of Gujarat by its business operations. For this manner, boutique will advertise
its products by huge local print advertisements, direct mail marketing, media coverage, and
various campaigns (Glowik & Smyczek, 2011).
Marketing mix
Product strategy-