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EFMM6003

Part One: Illustrated Marketing Report

ROHMA MALIK 1201048

MONKI CONTENTS:

5 . . . 1. THE PROPOSAL

13 . . . 2. THE MARKETING MIX

23 . . . 2.2 PRODUCT

33 . . . 2.3 PRICE

45 . . . 2.4 PLACE

49 . . . 2.5 POSITION

55 . . . 2.6 PROMOTION

63 . . . 2.7 PERSUASSION

65 . . . 3. LAUNCH MARKETING BUSINESS PLAN

73 . . . 4. SWOT ANALYSIS

76 . . . 5. CONCLUSION

77 . . . 6. BIBLIOGRAPHY

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EXECUTIVE SUMMARY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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The EFMM6003 Part One: Illustrated Marketing Report takes an in depth look at the possibility of the Swedish brand Monki launching a menswear line to grow their market share and establish themselves within the menswear market. The report covers an overview of the proposal, a detailed marketing mix and a glance at the launch marketing business plan.

The research quotes is both primary and secondary.

INTRODUCTION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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The menswear market has rapidly grown over the last few years. By 2013 the UK menswear market was worth a total of £12.9bn [2]. On a global scale, the menswear market is worth $423.2bn [22]. It is further estimated that by 2018, the menswear market is to grow by 27% [3]. From these figures it is clearly illustrated that the menswear market is strong and growing. This is perfect for Monki to launch into the menswear market with the introduction of MONKI MAN.

Both primary and secondary research shows that men are becoming more fashion conscious and are struggling to express themselves through their clothing. This gives Monki an advantage over the current key players within the market. MONKI MAN is to stand by the brand motto of individual expression. They will do this through the garments being fun and quirky (giving them an upper hand). This will also reflect well on the brand image as it is very playful. The current key players are River Island, Cheap Monday, TopMan and Weekday. These key players are not as quirky and playful as Monki.

In terms of the macro environment, it is evident that fashion and technology are mixing [23]. The menswear market has grown by 18% in the past five years [22] and men are becoming more fashion conscious. There is a social change towards male vanity [4]. Male consumers are also predicted spend more on clothing than women [13]. Today it is far more acceptable for men to take pride in their image. Marketing strategies are changing and social media is becoming a popular method as it is cheaper and connects with the consumer more effectively. This is perfect for Monki as the brand has a well-known social media presence.

1. THE PROPOSAL

6 . . . 1.1 COMPANY OVERVIEW

9 . . . 1.2 OUTLINE OF NEW PRODUCT

10 . . . 1.3 UNIQUE SELLING POINT

11 . . . 1.4 ANSOFF MATRIX

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1.1 COMPANY OVERVIEW. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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“The truly strange and wonderful tale of Monki’s birth. It all began on a very ordinary day. Three friends got together to do some Dreaming. And Thinking. And Doing. But what they dreamed up... was a different world.”

[1]

IKMOOIMOO KIMOMO

OKI MOLUNA KYOMOCKI

“A world of eclectic fashion, made for you with a store and a story like no other: a place that would be all about expressing yourself. Living life

your way. A place where fashion would be fun and there’d be music and parties and laughter.” [1]

THE MONKI CHARACTERS

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7

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A BRIEF INTRODUCTION

‘We have seen her return from a long flight with a faraway look in her eyes. She whispers to you about

nights with no end, and stars like diamonds spread out against the sky.’ [1]

Moluna55% Dreams , 30% Helium , 15% Lunalium

Oki15% Analysium , 20% Socialium ,

65% Proto-positivium

‘Yes! Yes, yes and yes again. We have never seen Oki anything but blissfully happy with

whatever happens. Even the rain. Even mean people. Even the impossible. Sometimes we wonder

if she’s ever been angry (and had to say sorry afterwards)?’ [1]

‘One that we’ve seen, out of the corner of our eyes, stopping suddenly to stare into space… As if he could see things that live on other planets, in other seas. Hums the soft songs of the deep.’ [1]

Imoo10% Gothium , 20% Wool , 20% Socialium ,

50% Emotionium

Kimono10% Helium , 20% Silk ,

20% Metamorphorsium , 50% Desirium

‘This one seems to ask: Are you even alive if you’re not in love? With someone or something or with

everything. And so we’ve seen her fall for a trinket, a pretty pebble, a falling leaf or just a hint of some

gorgeous colour.’ [1]

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Ikmo15% Iron , 15% Plutonium , 15% <3 ,

55% No

‘It’s a no. Whatever you want to ask, it’s a no, no, no. We believe Ikmo disapproves of e-v-e-r-ything.

Tea, Paris, flowers, a first kiss. Ugh. Still, there are times when saying yes means selling yourself short. And times when everyone needs to say no. Ikmo is

a no-friend.’ [1]

Mocki10% Fantasium , 15% Socialium , 50%

Rebellium , 25% Wilditude

‘The jester, the secret laugher, the punk! The one that steels just one of your

favourite socks or your best daydream and runs away with it with a wild cry, like a madman. That watches you watching him, hoping to make you stumble. The one you want to be, sometimes.’ [1]

Kyo25% Secrecium, 25% Go-Lium ,

50% X-Ray Vision

‘An alien creature from far away, one-eyed, strange-featured, bouncing all over the place. Too much, too loud: so wonderful. He seems to come

from a place far beyond even the Monki World.’ [1]

Monki currently has seven main characters that fall

into the story of “The Monki World”. This has led to the

inspiration of both the visual concepts throughout the

stores and within the branding.

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1.2 OUTLINE OF NEW PRODUCT. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

1.3 UNIQUE SELLING POINT. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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FOR FULL REPORT

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1.4 ANSOFF MATRIX. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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FOR FULL REPORT

CONTACT ROHMA

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12

2. THE MARKETING MIX

14 . . . 2.1 PEOPLE

16 . . . 2.1.1 DEMOGRAPHICS

18 . . . 2.1.2 SPENDING POWER

19 . . . 2.1.3 MARKETING TYPOLOGIES

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2.1 PEOPLE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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TARGET CONSUMER

FOR FULL REPORT

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FOR FULL REPORT

CONTACT ROHMA

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2.1.1 DEMOGRAPHICS

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FOR FULL REPORT

CONTACT ROHMA

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2.1.2 SPENDING POWER

82.22%

PURCHASE FROM THE HIGH SREET

[6]

87.5%PREFER BOLD PRINTS

AND COLOURS[6]

63.64% [6]

BUY ON IMPULSE

35.9%£SPEND AN AVERAGE

OF £40 PER PURCHASE

[7]

53.33%

INFLUENCED TO PURCHASE

VIA SOCIAL MEDIA

CAMPAIGNS[7]62.5%

PREFER NOSTALGIA

[7]

81.67%FIND TEMPTATION IN

PURCHASING DUE TO THE VM [7]

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2.1.3 MARKETING TYPOLOGIES

PSYCHOGRAPHIC PROFILE

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VISUAL CONSUMER PROFILE

YOUNG ADULT GAMER STUDENT NOSTALGIA TECHNO-ADDICT BLOGGER CARTOON 1990’S CHILDHOOD TOYS ART GRAPHICS HOUSE OLD

SCHOOL PHOTOGRAPHY CREATIVE EXPRESSIONATE

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FOR FULL REPORT

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22

2.2 PRODUCT

24 . . . 2.2.1 PRODUCT OVERVIEW

26 . . . 2.2.2 CAD RANGE PLAN

28 . . . 2.2.3 SOURCING STRATEGY

31 . . . 2.2.4 SUSTAINABILITY AND ETHICS

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2.2.1 PRODUCT OVERVIEW. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

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FABRIC & PATTERN INSPIRATION

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TREND TWO: COOL KID

LOOK AT TREND BOOK (PART OF EXTENDED VISUAL PACK) FOR MORE INFORMATION

WOOLBrightly coloured and textured

through the use of different wool

POLYESTERMix of polyester to create different

textures and patterns

FABRIC

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TEXTURES AND PRINTS

PRINTSThese prints show a digital element that influenced this particular trend

TEXTUREA variety of textures were influential within this trend

2.2.2 CAD RANGE PLAN. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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FOR FULL REPORT

CONTACT ROHMA

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27CHECK THE APPENDIX FOR A FULL CAD RANGE BASED ON COOL KID

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28

2.2.3 SOURCING STRATEGY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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FOR FULL REPORT

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FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

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. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.4 SUSTAINABILITY

ENSURE DECENT

WORKING STANDARDS

NO TO CHILD LABOUR

ENVIRONMENTAL RESPONSIBILITY

DO NOT SELL FUR & MERINO

WOOL

ONLY SELL CRUELTY FREE

FEATHERS

AIM TO USE SUSTAINABLE

COTTON BY 2020

DO NOT USE RAINFOREST PRODUCTS

AIM TO RECYCLE 95% OF GARMENTS

CHANGE FOR FAIRER EDUCATION

MONKI VALUES

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32

2.3 PRICE

34 . . . 2.3.1 PRICING POLICY

35 . . . 2.3.2 PRICE BAND

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2.3.1 PRICING POLICY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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FOR FULL REPORT

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35

2.3.2 PRICE BAND. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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FOR FULL REPORT

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FOR FULL REPORT

CONTACT ROHMA

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FOR FULL REPORT

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FOR FULL REPORT

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FOR FULL REPORT

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44

45

2.4 PLACE

46 . . . 2.4.1 DISTRIBUTION STRATEGY

48 . . . 2.4.2 OMNI-CHANNEL RETAILING

2.4.1 DISTRIBUTION STRATEGY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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CONTACT ROHMA

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. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

47

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

2.4.2 OMNI-CHANNEL RETAILING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

MONKI MAN will be

available to view and

purchase across both

the European and Asian

markets. The initial stores

to launch the menswear line will be in Sweden,

London, Japan. Other stores will vary depending on

the location of which

the online products are purchased.

48

MONKI MAN will be available to

purchase across all its current

online markets.

The website will remain the same and an

extension will be

added.

2.5 POSITION

50 . . . 2.5.1 PRICE/STYLE MATRIX

52 . . . 2.5.2 COMPETITOR EVALUATION

49

2.5.1 PRICE/STYLE MATRIX. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

50

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

51

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

2.5.2 COMPETITOR EVALUATION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

52

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

53

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

54

2.6 PROMOTION

56 . . . 2.6.1 BRANDING

59 . . . 2.6.2 EXPERIENTIAL RETAILING

60 . . . 2.6.3 INTERGRATED MARKETING STRATEGY

55

2.6.1 BRANDING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

56

The labels are very minimal with the logo, however with the addition of the

holographic paper, Monki still adds its touch. The

label also includes a plastic character. Monki currently also offer a “Team Monki”

loyalty card that allows 20% off on the sixth purchase.

The branding of Monki consists of playing with the idea of the Monki World.

Their shopping bag includes a map of the world. Their

receipts include the current characters along with the

T&C’s.

TAGS AND BAGS

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

57

CLOTHING TAGTo be made of two cards. Front to be

holographic and back to be plain white. Second card to be plain with garment details,

price and country of manufacture.

SHOPPING BAGBright and colourful to both reflect the brand personality and to create curiosity amongst consumers. Will be given to all customers to

raise awareness of the new line.

MONKI MANThe launch of the new line will

release a new Monki character known as Monki Man.

He will prominent amongst the campaigns for the menswear line.

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

BRANDING DNA

58

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

2.6.2 EXPERIENTIAL RETAILING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

59

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

2.6.3 INTERGRATED MARKETING STRATEGY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

60

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

61

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

62

2.7 PERSUASSION

63

64

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

LAUNCH DURING STOCKHOLM FASHION WEEK

#MONKIMANSOCIAL MEDIA CAMPAIGN

13

SPEND LUNCHTIME

ONLINE SHOPPING [4]

63.64%IMPULSE BUYERS [7]

MONKI WILL USE

THEIIR CURRENT

STORES> 81.8

7% MORE LIKELY TO PUR

CHASE DUE TO THE VM OF A STORE

[6]

SOCIAL MEDIA

IS THE

GREATEST

REVOLUTION

[5]

>M

ENSW

EAR

SHO

PPIN

G

THROUGH SOCIAL MEDIA

[12]

AVAILABLE TO PURCHASE ON MONKI.COM

53.33%

LIKELY TO BUY DUE

TO SOCIAL MEDIA PROMOTION[6]

83.87%

EXPRESS THROUGH CLOTHING

[6]

#TEAMMONKIMEMBERS RECIEVE PROMOTIONS

FREE DELIVERY WITH PURCHASES OVER £80

FROM RESEARCH IT IS EVIDANT THAT SOCIAL MEDIA IS IMPORTANT TO BOTH CONSUMER AND BRAND

CREATIVE VM ATTRACTS THE CONSUMERS AND MOTIVATES

PURCHASES TO BE MADE

MONKI MAN IS THE PERFECT LINE TO CATER THE NEEDS

65

3. LAUNCH MARKETING BUSINESS PLAN

66 . . . 3.1 ESTIMATED RETAIL SALES

68 . . . 3.2 LAUNCH MARKETING COSTS

69 . . . 3.3 CAPITAL INVESTMENT REQUIRED

70 . . . 3.4 PROJECTED PROFIT/LOSS

3.1 ESTIMATED RETAIL SALES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

66

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

67

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

3.2 LAUNCH MARKETING COSTS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

68

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.3 CAPITAL INVESTMENT REQUIRED

69

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

3.4 PROJECTED PROFIT/LOSS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

70

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

71

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

72

4. SWOT ANALYSIS

73

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

74

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

75

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

76

CONCLUSION

FOR FULL REPORT

CONTACT ROHMA

MALIK ON rohmamalik@hotmail.com

77

BIBLIOGRAPHY

78 . . . REPORTS/ARTICLES

80 . . . IMAGES

91 . . . RANGE PLAN

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