1) INTRODUCTION

For years Radio City has provided best quality service in home entertainment business and is planning to expand its business across Pakistan. The quality and service of Video and Audio products is what has allowed Radio City to stand out from its competitors. Radio City is the first Audio and Video chain that produces its quality products under full copy right productions of major Hollywood studio and provide you an experience of an international quality service in Pakistan. Radio City has expanded into large scale license production under its sister company Communication City (Pvt). Communication City provides state of the art production facilities, as it is the only company that provides latest digital duplicating facilities with excellent sound quality. Radio city operates from its headquartered based from Islamabad and this will support strong distribution network into all major cities of Pakistan. Radio City aims to capture highly populated and urban population of Pakistan. Radio city was established in 1984 as a source of home entertainment to the customer. Over a period of almost 20 years we have gained the reputation of being the best source of Audio / Video in terms of quality and variety. We have facilities and resources through which we can distribute home entertainment product at our stores in all major cities of Pakistan. The future opportunities for the franchisees in Pakistan are that our group will be dealing in LCDs, DVD Players, CD Players, Mobile Phone Home Video Theater, and Hi-Fi sound system, Home appliances and other electronic accessories.

1.1 Mission of Radio City

The mission statement of Radio City is to

Provide latest digital print facilities with excellent sound and video quality and target the market that do not sacrifice quality and believe in the best of the best

2) MARKET ANALYSIS
In this section we have done three main analyses for forecasting that what changes will occur in the local market due to our existence and how we can up with the threats in the external environment, our competitors and the changing consumer needs. So for this we have done the following analysis SWOT Analysis Michael Porter Industry Analysis Consumer Analysis.

2.1 SWOT ANALYSIS

2.1.1 Strength
Experience product before buying Original and genuine products Wide product assortment Excellent product Categorization Latest product placement Customer services Play games and listen music on shop

2.1.2 Weakness
Relatively high price Relatively high operational cost Lack of brand awareness in this product category

2.1.3 Opportunity
Line extension Product development Market development (Expansion of business at other places) Can get license from entertainment production studio Grimed future of pirated CDs

2.1.4 Threat
Pirated editions Economic slump situation Religious extremist groups Internet downloads and online material availability

2.2 INDUSTRY ANALYSIS

In industry analysis we have done the analysis of the competitors and other forces that will be directly affecting our business.

2.2.1 Competitor analysis

We dont have any shop that is providing same environment and experience to the consumers. We have many competitors who are providing CD of music, games and movies at relatively low prices. Pirated versions of products are widely available which biggest threat to us. There are brand music stores who are selling CD, but none of them is providing extra experience. Like Selexion, Shehzad , Mosiqar and etc.

2.2.2 Michael Porter Model

Barging power of Buyers Usually it has been seen that customer has Bargaining power where there is high product price in our case the price of product are not so high and profit margins are minimal so there will be less customer bargain power. Potential Entrants The initial cost and operating cost of this kind of business is low so there will be high rate of potential entrants. Barging power of Supplier The entertainment industry like movies, games and songs are controlled by a few large media and entertainment conglomerates. And since they are not just producing, but also maintaining most of the value chains themselves, then it favors the media and entertainment industry when it comes to bargaining power towards the suppliers.

Substitutes There is high substitute chances in our product type because entertainment is something that is very diversified thing and can be obtained through different channels with same cost for example if a person is not watching movie on DVD then he can go out to see it on cinema similarly if a person dont play games at home then he can go out on gaming zones.

2.3 Consumer Analysis

This analysis has been performed in order to find out the preferences of the consumer related to our product category and the experience which we will be providing to them. As our goal is to open a franchise of Radio City in Lahore, so its quite necessary to find out that whether the expansion will be successful in this area and will it be fulfilling the need of the customers which is missing right now in current market of music shops. In order to perform this consumer analysis we have done the research to find out what people think about it.

2.3.1 Problem Definition

In first step of marketing research we have to define the problem for which the research is to be conducted. So the main purpose of our research is to find out that if we are going to expand our shop in Lahore then will it be fulfilling the needs of the target customers? And do customers need this kind of shop which we are trying to open? That is the store which will provides high quality music, movies and games CDs along with providing the experience to the customer before buying the product.

2.3.2 Research Objectives

The objectives of the research are as following: To find out the acceptance of the store in local market. T o find out the type of product assortment the customers will prefer related to the music, movies and games CDs. To find out whether people are willing to buy a branded, good quality product at a bit high price rather than the pirated version. To find out the problems that people are having related to the current pirated versions available in market.

2.3.3 Research Design Formulation

In research design formulation, the decisions related to the methods of collecting and sample size is made. Methods of collecting quantitative data: We will be using survey method for collecting the data as we are doing the descriptive research. Questionnaire design: In this step we will be designing the questionnaire with the help of which we will be collecting data. The questionnaire is as following: Sampling process and sample size: The sample size will be relatively small and it will be convenience based because we will be collecting the data from the department only.

2.3.4 Data Collection

Data will be collected by distributing the surveys to those people who fit to the demographic and geographic factors that we have defined for our research i-e young people, belonging to the medium class or above and having an income of 50,000 or above and living in Lahore.

2.3.5 Results of Research and Interpretation

In this step we will be showing the results that we have obtained from the research and then the decisions to be made based on these results. (Results are question wise that are asked in questionnaire)

The major results that shows the consumer acceptance for this new concept is shown as follows.

The result shows that almost 79% people prefer to go to shop for buying CDs

no 21% yes no yes 79%

The result shows that people will prefer to go to shop where there is organized assortment of goods and people will select of their own.

asking for cd 16% categoriz ed 84%

asking for cd categorized

The result shows that a greater percentage of people prefer to buy original CDs. And as mentioned above that our store is different from other stores because we will be providing original high quality CDs and DVDs.
14 12 10 8 6 4 2 0 pirated original Series1

The result shows that 84% people have never visited a shop that provides facility of listening to the music and playing games before buying the product.

yes 16%

yes no no 84%

The result shows that 89% people will prefer to come to the shop that will provide the facility of experiencing the product before buying. So this shows that if we will open franchise in Lahore then it will be acceptable by local market.

no 11% yes no yes 89%

Other results of the survey are attached in the appendix.

3) MARKETING
The marketing portion of the franchisor business plan describes the feasibility of the business in the local market and how to attract the franchisees. The major elements are described as follows:

3.1 Major Marketing Objectives

The starting step for the establishment of the franchise is to state the objectives that the company wants to achieve. The major marketing objectives of Radio City as a franchise in Pakistan will be To develop an adequate market in Pakistan as per the demands of the consumers related to the shopping of music, movies and games CDs. To expand the business in major cities of Pakistan i-e Lahore, Karachi and Islamabad within a time period of 2 years. To increase awareness among the target audience by 30 percent in one year about the different environment that is making us different from other music shops in the market. Inform target audience about features and benefits of our product and its competitive advantage, leading to a 10 percent increase in sales in one year.

3.2 Market Plan and Pricing Strategy

The major part of the marketing plan is the target market analysis. Its quite an important step to indentify the target market that will be your actual consumers. The target market is selected on following basis, discussed below

3.2.1 Target Market Selection

The target market will be selected on the basis of geographic, demographic, psychographic and behavioral basis. The description of it is as follows:

Geographic Segmentation
On the geographic basis, we will be selecting the people of Lahore. We are planning to open franchise in Lahore so at first we will be serving the people of Lahore only.

Demographic Segmentation
Age We are basically trying to fulfill the wants of the youngsters through our collection of music and games. So the age that we will be considering would be 15-35 years. The collection available in our shop will also be catering the wants of above 35 aged people. Like the classic collection of music and movies will be for people who are above 50 and they want to enjoy the Oldie Goldie music and movies. Income The income level the target customers will be above 40,000 because the prices of our products will be a bit higher than the other music shops because of the good quality products and the experience that we are providing to them is not available in other retail shops of music CDs and DVDs.

Psychographic
The psychographic segmentation will be done on the basis of life style and social class. Social Class The target market will belong to the middle class and above. The reason is that the price we are offering is affordable for only those who have income level. Secondly, we are proving good quality products; no pirated version is available in our ship so we want only brand conscious and quality conscious people to shop from our retail outlet. Because other people who prefer price go to the other small scale shops who provides pirated version and they can get it at low price. And brand conscious people psychology is that if they buy a product from a particular brand it will depict their good status in the society.

Lifestyle Lifestyle segmentation is on the basis of the attitudes, beliefs and interests of the people. So our retail shop is only for those people who have got interest in music, movies and games. Each category is according to the interests of the customers.

3.2.2 Pricing Strategy

The prices of the product will be a bit higher than usual prices of the CDs because of two reasons. First we are providing high quality original CDs with better quality and the second is that the environment that we are providing will be costly which will be included in the price of the product. So the strategy of markup price will be followed that is Market Price= Cost (incl. overhead) + Profit Margin

3.3 Franchisee Recruitment Plan and Flow Chart

3.3.1 Description of Business
For years Radio City has provided best quality service in home entertainment business and is planning to expand its business across Pakistan. The quality and service of Video and Audio products is what has allowed Radio City to stand out from its competitors. Radio City is the first Audio and Video chain that produces its quality products under full copy right productions of major Hollywood studio and provide you an experience of an international quality service in Pakistan.

3.3.2 Franchise System

This will give a brief view of the franchise operations to the prospective franchisee. It consists of the following elements as discussed below: Territory Covered Radio City has got headquarters office in Islamabad and we want to cover the major cities of Pakistan which includes Lahore, Karachi and Multan. So we want our prospective

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franchisee from these cities of Pakistan. The franchise of Radio City will be located in urban areas of the city. Operating Assistance The operating assistance will be providing to the franchisee by headquarter in Islamabad. The franchisee will be getting assistance in issues related to the site selection, layout of shop, its interior, the assortment of merchandise and ongoing support in order to improve the services and to retain the same standards throughout the franchise network. Needed for a franchisee to get started The franchisee must have the experience in same field. He must know about the current market conditions of music and movies CDs and must have a clear view of how to cope with it. Customer satisfaction is the necessary element in our franchise system so the franchisee must have good communication skills which could help in assisting the customers. The franchisee must have the capability of making useful strategies which will help the franchise to stand out in this tough competition. In terms of finance, the franchisee needs to be financially strong to buy such a franchise. Because the theme is different and is also costly so in order to operate it and give a different experience to the customers, the franchisee needs to make some investment. Ongoing Assistance Ongoing assistance will be provided to the franchisee by Radio City in terms of training of the personnel in dealing with the customers and giving them satisfactory services. Along with it the owners of the franchisors will be getting ongoing assistance related to the changes which should be made according to the changing environment and changing customer needs. Radio City will also provide the assistance related to the promotion of the franchise in the local market. The strategy of co-operative advertising will be followed.

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Location There is condition of Radio City in terms of the selection of franchise. The franchise must be in a famous and well located Mall. The reason behind it is that the type of products which are placing in our shop comes in the category of impulse buying. People visit malls on weekends for shopping and many of them prefer to buy CDs on weekends. Standards of Performance The standards of performance will be same for all the franchisees in order to maintain the quality standards same throughout the franchise network. The franchisee will be evaluated on the basis of the customer satisfaction, the number of repeat purchases made by the customers and the sales of the franchise. A Radio City rep will be given the responsibility of checking the performance on regular basis and help the franchisee if it is facing any problem.

3.4 Application Form

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3.5 Flow Chart

Prospective Licensee Inquiry

Send Prospectus

Licensing Application Receive

Interview of Applicant

Applicant signs Agreement

Taking View of Applicant Financial Backing

Offer Applicant Agreement

Disqualify Applicant

Payment of fee to Radio City by franchisee

Outlet Setup

Select and Confirm Location

Renovation and Setup of the Product into specified categories

Grand Opening!!!

Prepare grand opening

Staff Recruitment

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3.6 Franchisee Sales/Advertising

The sales of franchises in Pakistan will be the responsibility of the headquarter office in Islamabad. Headquarter will take the interview of the prospective franchisees and will be responsible for selecting them. Similarly the advertisements for attracting the franchisees will be the responsibility of headquarter office. The advertisements will be placed in the local newspaper where the franchisor wishes to open the franchise. The franchisee will contact the franchisor through these advertisements. The strategy of word of mouth can also be used. We will ask our employee in Islamabad headquarter to tell other fellows who they think are interested in buying the franchise. The franchisee can get the recruitment package thorough mail but there will be conditions which the franchisee has to fulfill. Like the franchisee has to follows the disclosure document.

3.7 Franchisee Location Criteria Selection

The criterion of site selection is given by the Radio City and the franchisor has to agree with the choice of the franchisor. The condition of the location by Radio City is that it must be in a shopping centre. The reasons for it are as follows:

1) 2) 3)

The idea behind it is that if we will have a franchise in a shopping centre then we can utilize the traffic of the shopping centre in our shop. On weekends the traffic of the shopping malls is usually greater than the week days. And it is observed that mostly people buy music CDs and movies on weekends when they visit the shopping centers. So the surrounding stores will complement our retail shop also. People visit the shopping malls for buying other things like they may visit the departmental store or they may go to for shopping of clothes and other accessories. Some of them also go there for window shopping so we can create the traffic through these customers coming in the mall. The merchandise that we are offering comes under the category of impulse buying. So the retail shop in shopping mall will be best for this kind of merchandise.

The location must match with the demographics of our customers. The mall must be well known where young people and families come for shopping and they must belong to upper middle class. They must be quality conscious people who give more priority to the quality and price is their second preference. The snap shots of the store are attached in the appendix in the end.

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3.8 Grand Opening Plan

The marketing part of the franchise business plan also includes the decision about the grand opening of the franchise and its marketing. If the franchise has been planned but the franchisor has not planned anything about the opening of the franchise then all the efforts will go in vain. After the completion of the process in the development of franchise the decision about its grand opening is made. For the advertising of the grand opening, Radio City will provide the support for grand opening. For advertisement of the opening, the branding will be planned for that particular location where the franchise is going to be opened. Flexes and banners will be designed through which Radio City can tell customers about the opening of the franchise in that mall. The branding will be done around the shopping mall.

3.9 Customer Advertising (On Going)

Radio City and the selected franchisee will follow the strategy of co-operative advertising in which Radio City will support the franchisee in doing the customer advertising on regular basis. This advertisement will include the message about the new collection of songs, movies and games. Like if some Pakistani singer is going to launch his/her new album then the singer can have the dealing with the franchise for selling that album. The franchise will advertise about the upcoming album and the percentage of the sales of that album will be given to Radio City. The major media for customer advertising will be Social Media sites like Facebook, Twitter and MySpace. Other media that we can use for the ongoing advertisement include ads on radio like FM 89 and FM 91. We are choosing these medium because we are targeting youngsters and we can attract greater percentage of people through these medium.

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4) MANAGEMENT
The management section covers the major elements like the organizational structure of the franchisor and franchisee, the operating manual and the training manual. All the elements have been discussed below:

4.1 Headquarter
Here is the description of headquarter of the Radio City, the organizational chart and policies.

4.1.1 Organizational Structure

CEO/Owner

HR manager

Finance Manager

Operation manager

Marketing manager

Accountant

Auditor Head of sales force Head of advertising

Resourcing manager

Salary manger

Manager for games SBU

Manager for Movies SBU

Manager for songs SBU

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4.1.2 Policies
Radio city has adopted strict standards that govern operations and ensure accountability for our actions. We have made policies to ensure good quality standard, social corporate responsibility and talent sustainability. We are focused on developing home entertainment industry to the best of its current capabilities in Pakistan, because our customers deserve the finest quality product. HR policy Human resource is a key resource for any organization. Our corporate policy is to find the best of the best talent in Pakistan to work for our organization. We also understand how to make our employee continuously delighted to get maximum output from him and retaining him. We would also like to create a corporate culture that could motivate our employee to work at their best. All the employees of the organization must co-operate with each other in order to provide greater value to the customers. Marketing policies Our marketing policy is to carefully define our target market through proper marketing research and marketing intelligence and then create our brand awareness in our customers. It also includes the policy related to the quality standards of products that we are providing. The quality standard must be same for all the franchises. Privacy Policies The privacy issues are defined by the franchisor for the franchise. Now as Radio City will give its Business Format to another party so it is very important to assure that the other part will not disclose it and will not leak out any information being shared by the Radio City. Payment Policies The payment policies are related to the payment of royalty fees and the initial fee which the franchisee has to pay to Radio City for acquiring the business format. This policy includes the time of payment the franchisee has to follow. Franchisee has to pay initial payment on the

4.2 Franchise Management

Here is the description of headquarter of the Radio City, the organizational chart and policies.

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4.2.1 Organizational Chart

Owner of shop

Staff for game unit

Staff for music unit

Staff for movies unit

Cashier

4.3 Operational Manual

The operational manual is the most important element of franchise relationship. Here is the layout of the operational manual thats been provided to the franchisee by Radio City

Important Success Factor

The important success factors of the business which will benefit the franchisee are as follows: There is a new concept of making a music shop which provides experience to the customers before buying the product. Normally this type of format is followed internationally but we want to apply it in Pakistan also keeping in view the increasing interest of the customer towards buying CDs of songs, movies and games. The best quality standards will be provided to the customer who does not compromise on quality. Right now most of the shops are selling pirated CDs which is against law as well as it does not provide good quality to the customers Providing best quality products with wide and deep assortment is also a success factor of our business We will be contributing in the fight against the use of pirated versions. So its part of our corporate social responsibility.

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Quality Standards
We are providing original DVD /CD so very strict standards will be made to ensure that our franchisee is also meeting the standard of selling the original DVD/CD. No pirated versions will be available

Warranties and Replacement

No warranty will be given as our business concept lies in the fact that we are encouraging our customers to experience before buying. Similarly there will be no replacement of goods and the franchisee has to follow all these pre-defined standards.

Customer Relation
We want to provide the best quality products to our customers and we want to retain them for the longer period of time. This will be achieved by providing satisfactory services to the customers when they are shopping in our shop and provide them a great experience that they will come to our shop again. The employees of the franchisee must be trained and well qualified in order to provide the assistance to the customers when needed.

Inventory System
There will be a good variety of CDs available in the franchise so the franchisee needs to follow the inventory system in order to avoid any shortage of the merchandise. There will be computerized inventory system. The software will be provided by the franchisor to the franchise. The inventory level will be updated on regular basis. When it will reach to half, the system will identify it and the franchisee can ask for new CDs from the franchisor.

Price
We are catering people from upper middle and upper tier of society. So our prices will be little bit greater as compared to the local shops who are selling pirated cds. Movies: 250 Rs Games: 250 Rs Songs: 100 Rs

Franchise Image
Our franchising positioning is on the basis of genuine and original CD s to the customers. We are providing superior and outstanding environment to customers to experience things before paying.

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Customer Services:
There will be customer services counter for customers. Here consultancy will be given to customers for selection of different movies, games and music. And we will not take any charges for these services.

Maintenance Requirement
Our product is not of the sort that require great maintenance requirement only thing that has to b taken into account is that light and dust should not damage the product.

Credit Policy:
We will be giving items of credit to franchisees. Period of credit will be around 30 days. The franchisor can give 40% credit facility to the franchisee.

Store hours:
Store hours of the franchise will be from 11 am to 11pm.

Wages for staff people in franchise.

The wages of the staff will be Rs. 40,000. This pay includes pay for staff people. We will have separate people for music, games and movies sections.

Accounting and financial Reports:

Franchisee has to submit its financial reports on quarterly. This will include balance sheet, income statements, cash flow statement and ratio analysis of the business.

Position Descriptions:
We have 3 staff member on movies, games and music. Person has the responsibility to guide customers who come in any section. They can help customers in picking out their desired CD from racks. There will be a person will be dealing with the cash flow of the franchise. He will be responsible for cash collections.

Interior display of merchandise

We will make section for movies, songs and games. In movies, we will be making sub section of old classic and new movies.

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In songs, we will be placing songs CD according to the types of music. In games, our games placing will be on types and new releases of the games. All sections will label properly and things will be placed in eye level of the customers so that they can easily approach the things.

Parking
All the franchising will be in some shopping mall, so franchisee will be using parking of that shopping mall.

Background Music
To keep the shop environment smooth and lovely, we will play background music.

4.4 Training Manual

In formal training the franchisees will be given know how about the business and how its operations will be operated by the franchisee. This manual will consist of the procedures regarding the record keeping system, inventory system, promotional activities and financial system used in the business. Training will be given in following fields: Using the inventory management system of the company. The personnel been hired for this must have IT knowledge. The company will further explain about the use of it The franchisees will be trained using a unified record keeping system which will be used by all the franchises in order to avoid any conflict. Regular training of the franchisees will be done related to the increase in sales, getting more customers and how they will be retained. The franchisee will be responsible for making the report on regular basis and then on the meeting the franchisees have to submit that report to the franchisor about the performance.

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5) Financial Requirements
In order to attract the franchisee its quite important to let him know about the return on investment that in how much time the initial investment will be returned back in a business. Along with it the franchisee also needs to know about the break even analysis that approximately in how much time the franchisee will achieve the breakeven.

5.1 Initial Investment

Here is the amount of initial investment that a franchisee needs to give for acquiring the franchise of Radio City.
RADIO CITY FRANCHISE INVESTMENT PACKAGE (MINIMUM) Franchise Fee <plus GST> Includes the following:

Rs 50,000.00

Initial Training Programme Full set of Franchise Manuals Renovation Legal ( Franchise Agreement ) Equipment Computer (Hardware & Software UBS) Initial Stock Working Capital
Total <plus GST>

Rs 70,000.00 Rs 3,000.00 Rs 7,000.00 Rs 70,000.00 Rs 51,000.00

Rs. 251,000.00

5.2 Return on Investment

This ratio of return on investment will give an idea to the franchisee that if he will open a franchise in local market then in how much time the investment will be retuned back. It is based on the forecasted sales of the shop and the initial investment done by the franchisee which is being explained above.

Forecasted Income Statement

All the data is based on the assumption and the keeping in view the current market conditions of the music industry in local market. Now as it is explained above that the location of the franchise will be in a mall and we will be utilizing the traffic of that mall so we have made an approximate calculation that how much potential customers coming in

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the mall will be buying from the shop. These calculations are given below and based on this data; forecasted sales have been calculated for the franchisee. Number of people coming in a mall (in Lahore) = 500 per day Number of people coming in the shop = 30 per day Number of people buying from shop = 30x7=210 per week On an average if one person is buying one CD then the sales in a week = 20x Rs.250 (price of CD) = Rs. 5250. Sales in one month= 5000x30= Rs.2, 10,000 Sales in one year = 2, 10,000x12 = Rs 2,520,000

1st Year (Rs)

Revenue C.G.S 2,520,000 600,000

Gross Profit
Salaries Marketing Expenses Rent Royalty Fees(20%sales)

1,920,000
5,40,000 1,80,000 3,60,000 504,000

Total Expenses EBT

Taxes

1,584,000 3,36,000
1,117,600

EAT

2,18,400
Return on Investment= 2, 18,400/5, 90,000 x 100 = 37%

So this shows that the return on investment to the franchisee in first year of business will be 37%.

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5.2 Breakeven Point

Fixed Cost: Rs. 95,000 Selling Price per unit = Rs. 250 Variable Cost per unit =Rs. 168

Break Even Point =Fixed Cost/ Selling price per unit Variable cost per unit = 95000/250-168 = 95000/82 =1,158 This means that the franchisee will achieve the breakeven point after selling 1,158 units.

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6) APPENDIX
6.1 Interior of Shop

25

26

6.1 Results of Survey

According to consumers, their first preference will be Music, second will be movies and third is games.
games 18%

movies 6%

music movies music 76% games

games 6% music 12% music movies games movies 82%

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music 12%

movies 12%

music movies

games 76%

games

From the above results we can interpret two things People have got interest in music, movies and games The assortment that we have to place in our shop must be according to the preference of the customers. The results shows that mostly people prefer to go to shops for buying CDs thrice a week.
8 7 6 5 4 3 2 1 0 weekly Twice thrice Series1

From this we can actually estimate the traffic of the customers to the shop.

The result shows that 42% prefer to listen to music through CD player. And many of them actually listen to music while driving.

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Portable 53% Cassette 5%

CD 42%

CD Cassette Portable

The result shows that there is a greater percentage of people who watch movies on CDs and DVDs

10 8 6 4 2 0 CD/dvd Series1

online

cinema

The result shows that a greater percentage of people play games using computer. So again we can interpret from it that if we will place games in our shop then people will prefer to come to our shop.

15 10 5 0 Series1 Series1

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 The result shows that people will prefer to go to shop where there is organized assortment of goods and people will select of their own.

asking for cd 16% categoriz ed 84%

asking for cd categorized

The result shows that people are not that much brand conscious related to buying CDs.

yes 37% no 63%

yes no

Out of 37% people who are brand conscious for buying CDs, almost 71% think that buying CDs from brand shows a good status level. So we can interpret that people buy brands because they think it will show their good status level in society. This result will help in estimating that brand conscious people will shop at our shop and mostly brand conscious people are loyal customers.

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no 29% yes no yes 71%

The result shows that a greater percentage of people prefer to buy original CDs. And as mentioned above that our store is different from other stores because we will be providing original high quality CDs and DVDs.
14 12 10 8 6 4 2 0 pirated original Series1

The result shows the preference of customers related to benefits that people will be getting from buying original CDs. The first preference is given to high quality of CDs, second preference to long life and third preference to brand association.
brand associati on 5% long life 5% high quality brand association long life

high quality 90%

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high quality 0% high quality brand associati on 42% brand association long life

long life 58%

high quality 10% high quality long life 37% brand association long life brand associati on 53%

The result shows the preference of people related to store environment, collection of CDs, arrangement in categories and customer services. First preference is given to collection of CDs, second to the arrangement in categories, third to customer services and fourth to store environment.

Custome Store Envionr r services ment 10% 16% Categori es of cds 16% Collectio n 58%

Store Envionrment Collection Categories of cds Customer services

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Custome Store Envionr r services ment 11% 16% Collectio n 26% Categori es of cds 47%

Store Envionrment Collection Categories of cds Customer services

Store Envionr ment 5% Collectio n 11% Custome r services 58% Categori es of cds 26%

Store Envionrment Collection Categories of cds Customer services

Custome r services Categori 9% es of cds 26% Collectio n 4%

Store Envionrment Collection Store Envionr ment 61% Categories of cds Customer services

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 The result shows that 84% people have never visited a shop that provides facility of listening to the music and playing games before buying the product.

yes 16%

yes no no 84%

The result shows that 89% people will prefer to come to the shop that will provide the facility of experiencing the product before buying. So this shows that if we will open franchise in Lahore then it will be acceptable by local market.

no 11% yes no yes 89%

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