plum at dt mall

8/6/2019 Plum at DT Mall

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lum



Elegance. Sophistication. Style

Plum, as a brand, will cater to the modern urban woman in Chandigarh in search of a wardrobe that defines her. From work to casual and formal functions, Plum will be the home of avant-garde yet

sophisticated style.Wholesome. Flavorful. Fresh

Plum will also bring to Chandigarh its very own version of the bake

shop, to gratify the sweet tooth of the city. Each baked good will be hand-made and wholesome using the finest quality ingredients, making it rich in flavor and texture.



The 2 elements of Plum complement each other: -The combination of food and clothes has been successful in many retail models

, Marks and Spencer and Selfridges are two cases in

point;

- The presence of food is an additional convenience or attraction to a

particular store;

Clothes & food combination



-Competition does not cater to the need for exclusivity in women’s western wear and mainly engages in mass production of limited designs.-There is little personal attention given to customers.-Lack of customization- where customers can provide feedback or register demand.-Residents have often resorted to shopping from Delhi in search of better designs, style, customer service and exclusivity.

Gaps in the market



-There has been a sharp deterioration in the quality of baked goods provided by once popular outlets as a result of mass machine based production.

-There has been little innovation in the variety of confectionery offered by competitors.-Packaging and ambience at existing bakeries lack warmth and

attention to detail.-Baked products popular globally have not been offered by competitors.

Gaps in the market



-We at Plum believe that fashion, like food, goes bad quick. Our small scale of production will allow us to respond quickly to changes in fashion trends.

-Our feedback process, short inventory periods and close connections with clients will ensure customization of the product according to customer’s need.

-Advice on the correct co-ordination of the outfit with accessories etc.will be attached to the garment along with information transferred verbally – as a close bond is forged with the customer on a personal

level.

Difference in Plum



-Handmade products with consistent attention to detail will ensure the finest quality at all times.-Innovation in baked goods and introduction of globally popular

products will bring much needed variety to the market -Plum will cater to the sophisticated palette by offering more refined,‘exotic’ varieties of baked goods.

-Top notch customer service will be provided. Our focus will be on relationship building with each customer to increase loyalty.

Difference in Plum



Unique Range of Products

Plum BoutiqueGarments will include work

wear, cocktail dresses, weekend

& evening wear & accessories Unique hand-picked fabrics

Designs with a heavy

emphasis on style, elegance & femininity

Highest quality fabrics chosen

for maximum comfort

Plum Bake shopThe bake shop will offer

various flavours of cookies &

muffins Introduction of cinnamon rolls

and exotic varieties of donuts

Wholesome & novel assortment of breads

Beverages will also include

home-grown lemongrass tea



1) Women in the age group of 15-35 who frequent clubs and bars,socialize with friends and relatives in restaurants. They are aware of international fashion trends and value quality & exclusivity;

2) Youth in the age group of 15-22 who spend time in coffee shops,enjoy good food and don’t mind paying a premium for brand value; 3) Children aged 1-13 - mainly through their guardians;

4) Sophisticated connoisseurs of good food: Well travelled people who have tried various delicatessens abroad and would appreciate the same in their home city.

Target Market



We believe that the customer deserves a product which reflects its intrinsic refinement on the outside. We package our products with careful consideration so that it mirrors the pride that we have in it.

The plum colored theme has been carefully incorporated in the packaging.-The clothes will be wrapped in kite paper and secured with a plum

colored ribbon tied in a bow.-Each purchase from the bake shop will be packed in a stylish brown paper box and fastened similarly with a ribbon. The earthy brown

tone speaks for the home baked nature of our products.

Packaging for customer delight



-Additionally, to educate the customer about his purchase, information cards about the nutritive value of the ingredients/the quality of the materials used in the garments will be attached to the package.

-Bills will be folded into smart bill enclosures and dropped into the plum colored carry bags.-Further, to heighten customer delight, beauty and health tips will be

occasionally dropped into the carry bags.We will ensure that the customer leaves the mall after an experience not just a visit.

Packaging for customer delight



-Information leaflets will be placed at strategic locations like high end salons & clubs;

-Pamphlets and e-newsletters will be circulated in offices at the IT park; -Interaction with existing and potential customers through social media like Facebook , Orkut and Twitter.

-Thank you notes and emails to ensure an open, friendly communication channel with clients.-An extensive network of friends and family will spread the word through word of mouth and email.

Innovative marketing strategy with an emphasis on relationship

building



- It brings a unique, coherent, integrated ‘brand’ approach to Chandigarh, for the first time. The client will attribute Plum and the mall with the same qualities of elegance, sophistication and style.-With Plum apparel being sold exclusively at the mall, there will be an increase in the number of footfalls -The bake shop customers may also opt for lunch at the food court ,after shopping for apparel at Plum or before dessert.-Young residents of the city complain of a dearth of places where they can just ‘hang - out’. Plum, with its unique concept and blasé ambience will soon become a popular choice amongst youngsters

Plum at the DT Mall, Chandigarh



-The customer will associate the pleasurable Plum experience with their visit at the mall and view it as an attribute of the mall itself.-Each element of the marketing strategy will work as additional

marketing for the mall as well.-As the customer builds an emotional bond to the brand, Plum will become synonymous with the mall.

-The mall will be viewed as the place to come to when some trusted fashion advice is sought, or when one wants to taste the wholesome goodness of fresh, home-baked, quality treats.

Plum at the DT Mall, Chandigarh



Appendix



Desired layout for the outlet

Plum will symbolize warm and comfortable sophistication.

Our clients will view it as a pleasant retreat during or after a hard days work,

or just a place to unwind during a lazy weekend evening.

The interiors will be tastefully assembled to resemble a spacious, tasteful andluxurious studio apartment – complete with:

An open kitchen (for the bake shop);

Couches, rugs and low coffee tables in the living room (for the seating area);

A dressing table and small walk in closet (for the display of clothes)

Color schemes on the walls, furnishings, cushions, throws and rugs will

effectively sprinkle the plum color along with an earthy tone throughout the

space for the complete ‘Plum’ experience!



P lum

Cookies

Our six-inch affairs allow for three distinct

textures. First there’s the crunchy outside inch or so. Then,there’s the center which is soft. But the real magic, is the one-and- a-half-inch ring between them where the two textures and all the flavors mix. Heaven! Chocolate Chip Cookie

Grandma's Oatmeal Cookies Peanut Butter Cookies Orange Poppy Seeds Cookie

Breads

Our home-made breads are much more nutritious and tasty than store-bought industrial breads.Each bite tastes of freshness bursting with the goodness of our specially made home-made spreads.(Served in slices or as a whole.) Banana Bread with Ricotta Cheese & Honey Herb &Garlic Bread with Aioli Country Seed Wheat Bread with Humus

Excerpts from the Plum

Bake Shop menu



At Plum, we pay

special attention to textures ensuring that our clothing is always

practical to wear, offers

maximum comfort and is of the highest quality.Made with the finest fabrics, imaginative style and immaculate

tailoring, this product is a creation we are

extremely proud of.

Crafted with one of the

finest quality silk chiffon, this blouse combines a hint of

shimmer with a light

casual air. Wear it as a boat neck for dinner with the family or off the shoulder for a sexy twist. Either way, its

luxurious feel and airy design is sure to make you look and feel as delicate as a petal!

Examples of clothes tags



Plum Bake Shop

Country Seed Whole WheatBread

Flaxseeds are a rich source of Omega 3 fatty acids which fight against the cholesterol deposits that clot the blood & result in heart attacks & strokes. Besides helping in building muscles & burning

fat, flaxseeds are known for clearing up acne & even help with

arthritis.And that’s not all that you get when you bite into each slice of this wholesome Country Seed Wheat Bread! Packed with not only the benefits of flaxseeds, the bread gives the added goodness of sunflower seeds, poppy seeds, honey, olive oil & whole wheat flour!! At Plum we ensure you experience good health and good taste with every bite.

Examples of the bake shop cards



Thank you

plum at dt mall

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