Introduction Vision Mission Raw materials Locations of Production units Machinery or equipment Product range Production • Spinning • Weaving • Processing • Stitching Total quality management Certificates Awards Distribution of the Chenab textile through ChenOne Exclusive outlet Stores location Organizing Inventory Supply chain management Marketing oriented Mission Marketing objectives Marketing process • Market segmentation • Target Marketing • Positioning Marketing Mix • Product • Price • Place • Promotion Action program Competitive Advantage Customer Service Competitors Business portfolio Marketing strategy BCG matrix Product life cycle SWOT Analysis

1. Operations and
Marketing aspects
of Chenab Textile

2. It was established in 1974 by Mian M. Latif the Chairman, later
joined by Mian Javed Iqbal and Mian M.Naeem

3. Chief Executive Mian M. Latif 14.51
Director marketing Mian M. Naeem 17.57
Director Operation Mian M. javid Iqbal 12.94
Director Textile Division M. Fiasal Latif 02.45
Director Garment Division M.Frahan Latif 07.32
Director Chen-One M.Kashif Ashfaq 06.49
Director Overseas M. Rizwan Latif 03.00
Key Persons Share %

4. To be a competitive and customer focused
organization with continuing commitment to
excellence and standards.

5.  To be business house of first choice for customers.
 To be change leader.
 To produce innovative, relevant a cost effective products.
 Setting and maintaining high standards
 To earn profits by achieving optimum level of production by
using state of the art technologies.
 To provide ideal working conditions to employees.
 To meet social and cultural obligations towards the society
being a patriotic and conscientious corporate citizen.

6. Raw material
Chenab usually use the blends of
• cotton polyester,
•cotton viscose,
•cotton acrylic,
•on the quantity based the jute is most important.

7. Machinery or Equipments
• Chenab has 19,200 spindles at its Spinning unit
with house space of 520,000 square feet (48,000 m2).
• Chenab's weaving unit is equipped with 250 air jet
looms and 380 auto looms.
• Chenab is also equipped with a stitching unit for
ready-made garments.

8. Production Facility No of Machines Capacity (Per Day)
Spinning 19,200 Spindles 36,000 lbs
Weaving 270 Auto Looms 18,000 mtrs
Weaving 240 Air Jet Looms 80,000 mtrs
Bleaching 3 225,000 mtrs
Dyeing 3 90,000 mtrs
Printing 4 160,000 mtrs
Finishing 22 250,000 mtrs
Polyester Wadding 1 Plant 18,000 kgs
Fabric Coating 1 15,000 mtrs
Stitching 1584 210,000 mtrs
Quilting 14 25,000 mtrs
Embroidery 6 4000 mtrs
Gas base power generation 14 Generators 15.6 M.W

9. Location of production units
• The cloth processing unit is located at Nishatabad, District
Faisalabad
• Stitching units are located at Nishatabad, District Faisalabad
and Shorkot Road, District Toba Tek Singh.
• Weaving units are located at Sheikhupura Road,
Khurrianwala, District Faisalabad, Jhumra Road, Gatti,District
Faisalabad, Sheikhupura Road, Kharrianwala, District
Sheikhupura and Shahkot, District Nankana Sahib
• Spinning unit is located at Shorkot Road, District Toba Tek
Singh, in the province of Punjab.

10. Product Range
In product range Chenab Textile offerings are in widest range of:

11. Production of Chenab
 SPINNING
 WEAVING
 PROCESSING
 STITCHING

12. SPINNING
• Bales is mixed and
blended together for
uniform blend
• Bales are grouped for
production according to
fibre properties
• The spinning facility
spread over 520,000
Square feet houses
19,200spindles.

13. WEAVING
• Making yarn into fabric
• Lengthwise yarns called the
warp
• Weaving units are
equipped 120 air jet looms
of 75,110 and 134 ch of 36
million sq/m per year, and
376 auto looms 15 million
sq/m per year.

14. PROCESSING
The Processing unit of Chenab is divided into
following categories:
•Preparation
•Dyeing
•Printing
•Design studio
•Finishing

15. Preparation:
Different fabrics are quality
controlled by Hi-tech before
they go to singeing,
bleaching and mercerising
lines.
Dyeing:
Dying lines and more
versatile jiggers and pad
steam units allow to dye
fabrics in the widest
imaginable colours.

16. Printing:
Fabric are printed with speed,
accuracy and consistently high
quality with machines ranging from
12 to 24 colours,widths from 72" to
120".
Design studio:
Computer aided design systems,
wax-jet ,colouration system based on
ink jet technology with CAD,Scan
jet 6100c,Contact Camera

17. Finshing
Stringent laboratory testing and a full
complement of advanced technologies allow to
offer a multitude of pre-treatment and to meet
every specific requirement.

18. STITCHINGStitching all sorts of casual/fashion
garments equivalent to 45,000 m
of fabrics daily equipped
computerized mechanical systems
such as:
•Gerber technology
•Equipment for accurately cutting articles
•Advance panel fabric cutter
•Switch Track stitching system
•Advance stitching with automatic trimming mechanism

19. Certificates:
•ISO 9001
•ISO 14001
•SA 8000 & WRAP
•C-TPAT
•OHSAS 18001
Awards:
9th time won the “Best Export Performance
Trophy Award”(FPCCI)

20. Distribution chanab textile
 Chen One is the
exclusive outlet of the
chanab textile.
 Chen One is a chain of
fashion stores owned by
Chenab Group (based in
Faisalabad , Pakistan).
 The first Chen One store
was opened in 1997 at
Islamabad.

21. Location of ChenOne
• Islamabad
• Rahim Yar Khan
• Karachi
• Rawalpindi
• Faisalabad (Serena Hotels)
• Peshawar
• Abbottabad
• Lahore (Defence branch) (Gulberg branch)
• Multan

22. Outside of Pakistan
• Abu Dhabi
• Dubai (Jumeriah)
• Dubai (Dubai Festival City)
• Makkah
• Ajman
• Riyadh (Olaya Road near to Kingdom Tower)
• Al-Ain

23. Organizing inventory

24. Supply chain management of the Chen One

25. Marketed oriented mission

26. Marketing objective
• increase its sales by opening a number of new outlets for easier
accessibility to its customers.
• opening of new stores under a new brand name which would target
the middle and lower middle class so as to increase their market
share and gain more customers.
• plans on opening more stores abroad

27. Marketing process

28. Market segmentation:
• Chen one is doing Niche marketing because they have divided their
market into different segments of cloth in which their segments are

29. Target marketing
• Chenone target the Middle East and Pakistan.
• Chenone target s the people 3 month to 45 ages

30. Positioning
• designed its products according
to the customer wants and
demands.
• has created brand image among
its consumers.
• positioning of its products is
based on product differentiation.
• Differentiation of product on the
basis of quality

31. Marketing Mix

32. Product
• There are manufacturing
comfortable clothes with good
quality
• Chenone has a latest collection of
woman wear
• ChenOne offers replacement offers
for its clothing products
• The replacement offer is valid to
customers conditioned you follow
the policies and instructions
provided with the product

33. Pricing
• Chen one has set a skimming price technique to generate revenue.
• Its market consists of people who demands best quality and trendy
lifestyle and have the buying power to pay more for its products
• They also carry out research on competitor’s price and brand loyalty
when it feels extreme necessity of changing price.

34. Place
• Chen one using indirect channel of supply.
• Chen one extends its outlets all over the Pakistan and worldwide.
• In worldwide they target the Middle East and Europe
.
Chen one is associated with honorable places.
• President House
• Prime Minister House
• Royal Palm Golf & Country Club, Lahore.
• governor House, Lahore
• Serena Hotels
• Pakistan Military Academy, Kakul

35. Promotion
• The major channels of promotions in Pakistan are
• Billboards
• Newspapers
• Fashion Magazines
• Internationally it has its own fashion
magazine
• Marketing Budget:
• 5% to 6% of their gross sales

36. Action Plan
• It has different action plans for
different seasons like winters,
summers, Ramadan and Eid
seasons.
• It has sales discounts offers for
off season products at the end of
each season.
• In winters it introduce new
products and sell the off season
products at discounted prices,
vice versa is done for the other
seasons.

37. Competitive Advantage
• Brand Equity: They are different from their competitors
with the help of :
• R&D Investment
• Skillful advertising
• Excellent trade
• Customer service

38. Competitors

39. Business fortfolio
ChenOne place their products in three main categories;
Home: In home category they have Furniture,
Accessories and Bed linen.
Garments: Garments have three categories
• Men's wear
• Kids wear
• Ladies wear
Prettyfit: Pretty Fit established a strong foothold as quality
shoe retailers

40. BCG matrix

41. Product life cycle
Their products always have a margin of growth in
sale.

42. Marketing strategy
They use marketing concept by using they consider the
need and wants of their target market and provide them
satisfaction better than competitors do.
•Sales through Franchised Outlets
•Direct marketing

43. Swot analysis
• Strength Weakness
• One store solution Target marketing niche
• Superior quality high price
• Distribution network static target market
• Establish target market
• Brand name
• High emphasis on personalization
• Strong word of mouth publicly
• Strong management
• Accessibility

44. Opportunities threat
•International market direct/indirect competition
•National market related/unrelated diversification
•New segments international diversification
•Discount political instability
high inflation