PROTEINHOUSE Sportswear Trading — SME Case Study (UAE)

For the modern consumer, comfort, individuality, and usefulness of things come to the forefront in the requirements for purchased textile products, especially when it comes to sport clothes. Utility, functionality, comfort, environmental friendliness, maximum utility - this is not a complete list of the qualities necessary for a textile product to train properly. At the same time, it is necessary that each product be exclusive and individual.

The manufacturer’s task of PROTEINHOUSE Sportswear Trading is to strive for the perfection of textile products, to offer a wide and flexible assortment, corresponding to the fashion and tastes of consumers.

Today, PROTEINHOUSE will be analyzed in the new textile and clothing industry. It is not fashion trends that are in the first place, but the wishes of customers.

PROTEINHOUSE Sportswear Trading Fashion creators are only conductors of human emotions, listening to the slightest vibrations occurring in society and modernizing them. People all over the world feel the need for an integrated approach to health problems, achieving peace of mind, beauty, comfort, functionality in clothing and textiles for the interior.

And thanks to an integrated approach, using the latest advances in science and technology, you can become competitive in the consumer market.

The sporting goods market has been rapidly gaining momentum in recent years due to the fashion for a healthy lifestyle. In many countries of the world, retailers receive revenue from the sale of sporting goods, which, in turn, are not used for their intended purpose, but only because they simply dress in a sporty style. The popularization of a healthy lifestyle is growing in the world, and at the same time, the demand for the services of sports clubs, clubs and sports schools for children and adults is growing.

The world market for sporting goods, according to most experts, is one of the largest, its volume is close to $200 billion per year (from other sources - 67 billion dollars per year) [26]. The world market is formed by large international organizations and hundreds of thousands of medium and small businesses that provide millions of jobs and make a significant contribution to the GDP of their states.

With the help of new technologies in clothing, you can not only protect the body from adverse environmental influences and increase your performance, but you can also control the state of your body. Radiate Athletics has been developing this technology for several years and it went on sale this year. The essence of the technology is that when an athlete puts on a jersey and begins to exercise, the body generates heat, and especially loaded parts of the muscles stand out on the jersey with bright colored spots. The main goal of the production of thermal imaging technology is that it allows you to correctly distribute the loads and not succumb to the deceptive sensations of the body.

The crisis is, of course, a difficult time. But this is also a time of opportunity. It gives us a lot of positive emotions, no matter how strange it may sound. Thanks to the coronavirus crisis, we have radically restructured our work model.

About Customer Service Of course, we are still not perfect in terms of customer service, but we are working on it. We are significantly rebuilding the infrastructure, including logistics, strengthening technologies, including digital, and also expanding the toolkit, including for the work of employees in stores. For example, we are launching testing of the seller’s mobile workplace, which will make any employee an omni-seller with the ability to sell any broth with any payment and any form of delivery. We are also launching a new website format and a new version of the mobile application, and we are opening a network of regional backbone hubs of 60 outlets in order to reduce the lag in the delivery of our goods to customers in most Russian cities up to 1-2 days. We now have express delivery by store employees, which allows us to reduce the waiting time for goods to five hours and improves the quality of customer service.

So we are increasingly becoming a customer-centric company.

About Sales and Pricing Policy Sales are recovering, but we see that before the crisis, online accounted for a little more than 12% of the total volume. But now the bar has risen to the level of 30%.

To keep the situation under control, we will have to strengthen the infrastructure and we have certain plans in this regard.

Now about the prices-we are not raising them now. It is pointless to do this, since people’s incomes, at least, do not grow. And the rise in prices will obviously reduce sales. But not everything is so bad with our business.

We are now actively reversing the process of opening offline stores. But the conclusion about what happened to the market and to our business can only be made in 3-4 months.

It is clear that the virus is on the decline, but from an economic point of view, the situation is far from rosy.

If we stand still for 3-4 months and the sales are good, then we can breathe out and write down to our account that we have passed the situation with dignity. But it can be different.

Brand Promotion Along with the organizational issues, the aspiring entrepreneur needs to take care of advertising and brand promotion. The PROTEINHOUSE Sportswear Trading products can be of such high quality, but it will not play any role if the consumer does not know about the appearance of a new product.

The costs and methods of promotion differ significantly depending on the chosen strategy. So, if you plan to tailor to order, you should focus on representatives of companies that are ready to purchase goods in bulk. In this case, in addition to creating a website, it is recommended to send out commercial offers to potential customers, as well as place information in thematic directories and on online platforms where representatives of the relevant audience interact.

When it comes to developing your own product, the coverage should be wider. Here it makes sense to create a viral advertisement that, even before the start of production, will arouse interest in the product from a large number of people. By the way, using this approach, you can check how popular this or that clothing will be, thus insuring against unprofitable investments.

Ensuring the stability of the assortment is one of the main principles of its formation. The high level of sustainability of the range of products offered allows the buyer to reduce the time spent searching for the right products and to standardize special trade and technical processes and operations at the lowest cost.

To improve the assortment policy of PROTEINHOUSE Sportswear Trading, it is necessary to conduct surveys to identify the needs of buyers. In the assortment of the store’s products, it is necessary to increase the position of homogeneous goods: to import new types and models of clothing, to develop new product lines and to search for new suppliers of sports nutrition. To stimulate sales, the company needs to expand the range of services it provides, for example, the purchase of sports products on credit or by installments. To increase the demand for a product, it is required to produce advertisements with famous athletes.

Case Study Questions

• What is the background of the company?
• Describe the products providef?
• What are the brand promotion strategies?
• What are the sales strategies?
• What are the cores of customers service provided?