INTRODUCTION
Maysoon is the largest manufacturer and retailer of women's fashion
garments in Pakistan, with a large South Asian clientele around the
world. It was established in 2005. The name of the boutique was
suggested and finalized by SH. KALEEM FAROOQ AHMED after studying
the different attractive words and their meanings which are related to
term beauty. MAYSOON is an Arabic word which means BEAUTIFUL
BODY STRUCTURE. MAYSOON has very different and exclusive varaiety
of clothes and are available at the price which is justified. In a short
span Maysoon has created a fashion revolution with her exquisite
designing and chic image which shows in all her lines from Casuals,
Party-Wear to Bridals.
Offering a diverse mix of fashion and accessories, ranging from the
classic to the quirky, the variety, at maysoon, is extensive, from
casual, evening and party wear to special occasions and bridal gowns,
we always offer updated styles and complete wardrobe solutions for
every one’s apparel needs. Maysoon clothes are amalgam of hues,
glitters, and ravishing styles. In our designs we have chosen both
pastel and vibrant shades, and both heavy and lighter fabrics such as
silk, crepe, rawsilk, kataan, charmeuse, crepe tissue, chiffon, satins,
georgette, organza, net, khaadi, karandi, crushed fabric, banarsi, atlas,
jamawar and velvet.
Maysoon uses high quality imported fabric and particularly like to work
with unusual, novelty fabric, but put it in a basic shape. This, we
believe, helps the piece last. Our main emphasis has been to create
Haute Couture (Made-to-measure) clothes with excellent colour
schemes and embroidery with fashion embellishments in all their
compositions. The embroideries include Zardosi, Kora, Naqshi, Bead,
Sequin, Swarovski Crystal, Diamantes, Appliqué, Kundan, Badla,
Kamdani, Aari, Jaali, Mokaish, Kashida, Abla, Resham, and Tilla work
(Silver and Gold threads).
Today Maysoon is the only fashion house with industrial scale
production facilities and one of the largest network of outlets in
Pakistan. With a large skilled workforce and a team of professionally
trained designers.
HISTORY
Before starting the boutique business, the owners were involved in transport
business named General Transport Services (GTS). They owned 100 buses and
successfully run their business but General Transport Services (GTS) was a
government owned company and was liquidated in 1998 and owners had suffered
huge losses. Many of the busses had been lost and remaining were sold.
After that misfortune, they were thinking about another business to start. One of
the friend of the Sh. Farooq Ahmad named Chaudhary Waqas gave him the idea of
starting a boutique business who was dealt in boutique business. But the problem
was that the owners had no experience and knowledge of this business at that time.
They started spending their time on friend’s shop. After getting little idea, they
displayed few dresses on their frind’s shop got very good response from
customers. They did this many times and the luck was with them and at every next
step, their confidence level enhanced to start their own boutique.
It is a family business which is owned and managed by two brothers and Sh
Kaleem Farooq Ahmed who is a son of Sh. Farooq Ahmad. They started their first
shop in Alam bazaar, Anarkali in November 1998, with the name KELY GEE.
KELY is a Hollywood model and their owners were very much impressed with
her.
Owners/directors
1. Sh.Farooq Ahamad
Director
2. Sh.Rauf Ahamad
Director
3. Sh.Kaleem Farooq (Mr.Kely)
Executive & Creative Director
ABOUT DIRECTORS
NO ONE CAN BEAT US IN FASHION
Sh.Kaleem Farooq Ahamad (Kely)
Creative Director
Fashion today is not dictated to women - The modern, confident
woman chooses what she wears. Modern chic is all about
personalization - whims of fancy that carry you to an
elevated state of being and creativity.
Sheikh Kaleem’s unique talent and passionate
disposition has fuelled his rise as an international
designer for one of the most recognized luxury fashion
brands.Studied fashion designing at London school of Arts before
apprenticing in a small ready to wear house. He took his trade mark
confidence and conviction and has bought a powerful point of view to
the house of accessories.
"I genuinely believe that today’s women have the confidence to wear
any color, no matter how wild and conflicting, for her any line in the
silhouette can be flattering, granted that there is a balance and a
sense of minimalism about the form".
Today’s women do not need to take the hassle of overdone clothes -
The underlying theme of Maysoon is and always will be minimalist,
clean, trendy, modern and wearable clothes that are internationally
tuned to the latest styles.
Fashion is Art - It is harnessed creativity that elevates the woman,
envelopes her - conveys her every mood, her every whim to the rest of
the world. She is beautiful, loving, wild; aware and confident of her
sexuality.
DESIGNERS
Sh.Kaleem Farooq (Mr.Kely)
Executive & Creative Director
He did ------ from UK
STORE LOCATIONS
PAKISTAN
Islamabad:
Riaz Arcade Shop No.5 Jinah Super Islamabad .
Cell: 03009451480
Lahore:
8/Bhawalpur Block Fortress Stadium Lahore.
Phone: 042-6671646
---------------------------------------
12 Mehran Block Fortress Stadium Cantt, Lahore.
Phone: 042-6681667-6682909
---------------------------------------
Shop No:1,2 Hanif Chamber Liberty Market Lahore.
Phone: 042-5756179-5877270-5877277
Karachi:
Shop No.2,Asif Arcade, Bahadarabad Karachi.
Phone: 021-4943019
UNITED KIGDOM
London:
514/Kings, Bury Road, Kings Bury
NW9-9NHE London.
Phone: +442081449386
Manchester:
49/Bury Old Road, Prestiwich Manchester,
M250GE, UK.
Phone: 0161-7735282
Cell: 078-09385735
USA, Canada
canada:
InStyle Fashion
Sobiyah Mannan
Brampton,Ontario,Canada
416-992-1225
instylefashion4u@gmail.com
New Jersey:
41 Middlesex Ave,Iselin, NJ 08830,
Off Oak Tree Road
Phone:732-283-0204,908-930-5699
Fax:732-283-5071
Head Office:
suite#1 hanif chamber liberty market lahore,pakistan
vioce:+92-3218408323-3008408323-4235011232
fax:+92-4235877270
uk office for whole sale:+44208449386
Email: maysoonfashion@hotmail.com
ORDER PLACING PROCESS
Online selling
Fashion shows
Fashion Show in Pakistan-2006
The Maysoon Lifestyle 2006 is taking place once again in Lahore Pakistan, The Show
encompassed all aspects of the Asian community’s vibrant lifestyle, with different zones.
Kaleem (Creative Director) said all the material used in Maysoon clothes was indigenous.
He said the textile industry should promote fashion by holding fashion weeks.
Fashion Show in Pakistan-2005
A professional model and amateur present creations by Maysoon designer kely in a
fashion show on 2005 in Lahore, Pakistan.
Marketing strategy
The marketing logic by which the business unit hopes to achieve its marketing objectives.
Marketing strategy involves following steps.
• Market segmentation
• Market targeting
• Market differentiation and positioning
Market segmentation
Dividing a market into different groups of buyers who have different needs,
characteristics and behavior and who might require separate product or marketing
program.
Market segment
A group of consumers who respond in a similar way to given set of marketing efforts.
Market segmentation of maysoon
Market segmentation of maysoon is done on multiple bases such as demographic
segmentation, gender segmentation, income segmentation and psychographic
segmentation. The company is approaching the young ladies who belong to middle high
class or elite class and who are very conscious about their social status, life style and
personality characteristics. Consumer personality is very important in order to judge
consumer buying behavior.
Market targeting
The process of evaluating each segment attractiveness and selecting one or more
segments to enter.
Market targeting of maysoon
Buyers have very distinct needs and that’s why seller views each buyer as a separate
target market. Maysoon target marketing strategy involves micromarketing which means
tailoring products and marketing programs according to the needs and wants of specific
individuals and locations.
Market differentiation and positioning
Marketing positioning is a process of arranging for a product to occupy a clear,
distinctive and desirable place relative to competing products in the minds of target
consumers whereas differentiation means actually differentiating the market offering to
create superior customer value.
Market differentiation and positioning of maysoon
The company has differentiated its market offering and positioned itself on different
attributes such as
Quality of fabric
Quality of stitching and embroidery
Elegance of machine and handwork
MARKETING MANAGEMANT ORIENTATION
Market management helps in designing marketing strategies to build profitable
relationship with customers. There are various concepts under which companies design
their strategies. MAYSOON is using MARKETING CONCEPT i.e. the marketing
management philosophy that achieving organizational goals depends on knowing the
needs and wants of target market and delivering the desired satisfactions better than
competitors do.
The
Market Customer Integrated Profits through
marketing
Needs marketing customer satisfaction
concept
OUTSIDE-IN PERSPECTIVE
RECRUITMENT PROCESS
The recruitment process of Maysoon is very simple. It doesn’t involve any complex
formalities. The incumbent just has to submit his bio-data and Sh. Kaleem Farooq has
the authority to hire or reject the candidate.
The following points are taken into consideration while hiring a person as a salesperson.
Qualification (at least matric)
Experience
Personal appearance
Communication skills
Except all these requirements, there is a one week trail of a candidate in order to judge
his selling and communication skills.
EMPLOYEES PERSPECTIVE
Employee’s perspective (satisfaction level) about his organization can be judged with the
help of following criteria.
Pay/salary
Treatment
Bonus/incentives
Holidays
Workload
Timings
(details)
FINANCIAL INSIGHT
Most profitable branch
Maysoon is not a single shop in Lahore. It has several branches located in different parts
of Lahore. Among these branches, the fortress branch is the most profitable branch of
maysoon according to their owners. The reason behind this is that the rates of this shop
are somewhat high as compare to other shops as target consumers belong to elite class.
The following picture is giving the glimpse of the most profitable branch of maysoon in
Lahore.
25
20
AVERAGE 15
PROFIT 10
branches
(Figure in 5
0.1 million)
0
fortress cantt liberty
BRANCHES
Sales trend for last four years
The following graph is showing the trend of the sales of maysoon i.e. fortress branch for
the last four years. The graph is showing the decreasing trend in sales. The sales of year
2006 are less as compared to year 2007 because in year 2006,the maysoon was at very
initial stage and with the passage of time i.e. in 2007 the profits starts increasing but in
year 2008 and 2009 the profits start diminishing because of certain political and security
reasons in Pakistan.
SALESTREND
30
25
20
SALES 15
(Figure in 10
0.1 million) 5
0
2006 2007 2008 2009
YEARS
REASONS FOR LOW SALES
There are certain reasons behind the low sales of maysoon.
Political conditions
Security reasons
BEST SALES SEASONS
ACCOUNTS MANAGEMENT
PAY SYSTEM
COMPETITORS
KASHISH
•
SAJNI
•
DARLING
