Project of marketing

PROJECT OF MARKETING

Launching a new brand

Introduction: Clothing is a beautiful visual demonstration of the social and

emotional needs of people wearing it. It also portrays in a clearly understood visual manner, what people of different cultures and styles want socially. Fashion, through times, has gone through many rapid changes and bizarre extremes that it has examples of nearly every kind of clothing function

However in a boutique business the specifications and description of the designs and clothes are so general that they can fit more than one customer, which actually is quite different from each other in nature and this, is totally dependent on the taste of the people.

Similarly in our boutique we are going to provide the highly trendy and fashionable products in the form of clothes to all social classes of the society .to create a good relationship and equality in society

But in the near future we are having plans to expand it to other segments as well. We will provide them the platform where they can come select the trendy ones and feel confident in their circles 

Consumer behavior in fashion industry:

Clothing is a beautiful visual demonstration of the social and emotional needs of people wearing it

Fashion, through times, has gone through many rapid changes. Now a days every wants to appear good and leave a strong impression on others by his dressing Now days you will notice that fashion has surpass every bodies life’s that even a hawker selling fruits or other eatables will be well dressed and will be fashionable. bright future of boutiques /fashion business in Pakistan.

Competitor swot analysis:Strengths Numerous choices in product lines Variety of collection to appeal to a broader range of customers Established brand image and market position Hit the trend styles Availability in clothes range Explore the brand- combining media culture and celebrities to promote products Offering different sort of discounts Threats: Competition with other high streets retailers There are so many brands in the market that have same level and is

hard to compete with all of them Taxes

Weakness High costs Customer services become difficult to manage because of

numerous product lines Weak customer services focusing on quantity rather than quality

Opportunities Targeting young consumers very fashion cautious group that will

spend on fashion more Associations with celebrities/opinion leaders International expansion opportunities with its mature market

position and status among consumers outside the country Brand expansion Increase in popularity and strength of brand image

Brand name:

“Ahbaab” is an Arabic word which means everybody

Slogan:

LOGO:

“AHBAAB boutique “

“Deligtness in rem”

Mission:

“Satisfying our customers by providing them greater value with best qualitative stuff and unique designs keeping in view their comforts and excellence”

Vision:

“Our vision is to create value for customers and build relations with customer in order to capture value in return”

Goals and objectives:Objectives Understand customers need even better than the customers themselves do Provide more superior value to our customers as compare to our competitor Get maximum profit at minimum cost Try to make our customers loyal to our brand that they prefer our brand on others Make products that should be beneficial to ever person in the society

Goals: Expand our business buy opening new outlets for the convenience and betterment of

the target consumers Give awareness about our product by attractive advertisement to capture customers Give same quality to all the customers Build and manage lasting customer relationships Make outfits by using more quality raw material Deliver intended customer value

Segmentation:Geographic segmentation:  City: Lahore Metro size: 11million (According to population census) Male 52.68%, female 47.32% Density: urban 

Demographic segmentation:

Gender: female and male Age: 20-55 Income: Low class under RS 20000 Middle class RS 30000 --- RS 50000 High class above 100000 Occupation: House wives, Professional woman, college or university girls

Psychographics:Every social class (low class, middle class, upper class) Behavioral: Occasions; special occasion: EIDTarget market: Target market is the set of buyers sharing common needs or

characteristics to which we have to serve. We are launching boutique for men and women aging 20 – 55 of every class so our target market is men and women

Undifferentiated target market: we are offering same product category for all segments

Positioning:

“A stylish brand that includes style and class .it allows people of every class to look and feel different”

Differentiation:A difference is worth full if it isImportant, distinctive, superior, communicable, affordable, profitable online shopping through our website, home delivery services stitching outfits on the special demand of our consumers and also alteration facility

Positioning strategy:

For this purpose we are using

By this positioning strategy we are attacking our competitors positioning by introducing a new brand offering comparable quality but at a lower price.

Pest analysis: (external analysis): Political× very instable political country× Every government brings new rules and policies× different political parties are against fashion industry× impose various taxes Economic× Interest rates × Inflation rate × Countries with high technologies are striving with low prices × Due to electricity crises Pakistan had suffered a lot due to

electricity crises and as a result lots of our industries have wounded up and have started doing business in other countries like Bangladesh and china

Social: the increased literacy rate are aware of new trends and fashions more fashion conscious and careful in their selection religion is on the move because of the new styles of dressing which is

not acceptable in an Islamic country like Pakistan

Technological:

electronic media is having great impact on fashion industry It’s a great tool of competitive advantage and a source if brand equity

as well. Legal: business laws

Swot analysis: Strengths: Giving free home delivery Ahbaab is giving value and satisfaction to the customers through

good quality outfits and at comparatively low prices than competitors We are giving online shopping facility Alteration facility Stitching dresses on special requests of customer Weakness: Due to new entrance the promotion in the market is less than

other brands We are not offering any photo shoots for the promotion of

designs and our dresses We are not in a position of arranging exhibitions on a large

scale

Opportunity: We are offering our brand for every social class which is a

relatively a new concept/idea in the market which is till now not has been offered in the market.

Superior Customer Services Providing services through website

Threats: The major threat for Ahbaab is our competitors mainly in fortress All the designers in the fashion market are working for quite a long

time and they have good experience and good market share so it will be difficult for us to attract people

The political legal economical conditions in Pakistan are also a major threat for us.

Available only in one place

Product decisions and recommendations:

traditional and fashionable formal and casual wear for men and women . kurtaas shalwaar kameez .churidar pajamas. (Hand made

embroidery, print clothes, Pent coat with embroidery Frocks, Jeans, shirts ,tops, part dresses,

Patiala shalwaar kameez, churidar suits, Shalwaar kameez

Recommendations • We had limited finance so If we have more than 1 million then in future

We will start making dresses at high level Open our business in new places e.g. fortress, gulberg, DHA We will make more quality wise products for lower class and sell it at

minimum profit And we will search more , and provide additional superior value

Pricing decisions and recommendations Pricing is set according to market indicators value based pricing our pricing strategy is market penetration lower our prices from our competitors with keeping a fair share of the profit

Dresses Prices (RS)  Kurta + shalwaar (low class) Rs1200  Kurta +shalwaar with embroidery (middle upper class) Rs 2000

Kurta shalwaar+ with embroidery and scarf ( high class ) Rs 3000  Pent coat with embroidery Rs 7000

Lawn suits( 2 piece with stitching) Rs 1350

Frocks Rs 1200-- 2400 Jeans + t shirt( captive product pricing) Rs 1300

Jeans + t-shirts+ belt(optional product pricing) Rs 1400

Placement decisions and recommendations:

The place that we have chosen to launch Ahbaab collection in Lahore is Iqbal town in the backyard of our house

Distributional channel:

Ahbaab boutique customer

Promotional decisions and recommendations: we will promote our product through television commercial (TVC) a radio spot. We are also giving Consumer promotion E.g. Coupons ,cash

vouchers as a Eid gift Fashion magazines, cable add Website (www. .com)Recommendations Print media Billboards Internet (search engines)

Product life cycle:

Every product has its own life cycle although its exact shape and length is not known in advance.

In case of our product Product development stage: Design Pattern making/ cutting Stitching Finishing Presenting/ market

Introduction stage:

Our product is on introduction stage because the product is newly introduced in the market.

Growth strategy: Market penetration: bride and groom dresses

Product development: new trendy designs in the market

Market development:In future we will be hoping to launch kids wear garments

Diversification: If all goes well, we will start a ne business of jewelers and a launch a new brand

name as “DIVA”

Competition strategy:

For competing in the market we will use

work hard to achieve the lowest production costs .

prices will be lower than our competitors large market share.

“Cost leadership strategy”

Boutiques analysis: Number of employees are 1(1 designer, 2 sales girls, 4 tailors, 1 iron man, 1 dyer, 1 office boy, 1

guard)

Raw material Fabric: The fabric, which is the basic raw material requirement for

a boutique and a major component of the cost, can be obtained from wholesale markets or from markets specializing in designer cloth at Lahore.

Accessories: Accessories such as buttons, laces, zippers, elastics, threads, needles, embroidery threads, glasses, etc. will be purchased from the local market at competitive rates.

Labeling and packaging: Labels and tags can be obtained on order, as these serve as an identity for the boutique and are useful for promotion

No of dresses:

Frocks ----------25 Tops ---------25 Pent coat --------------10 Kurta shalwaar/shalwaar kameez ----30 Jeans t-shirts --------35 Lawn prints/suits --------------50

Initial Deposit

Rs(1million)

house renovation, Improvements Rs 100000

Inventory(fabric threads, needles, machines) Rs 250000

Machines installation Rs 2000

General Startup Costs Rs 7,900

Marketing: Packaging(tags,) Rs 11,350

Generator costs Rs 40000Display models Rs10000

Designers fees Rs56000

2 Sales girls salaries Rs40000

4, tailors salaries(per month) Rs70000

1 iron man salary Rs15000

1 dyer , office boy and guard Rs25000

Website cost Rs43000

Total costs Rs 760250

Web Plan Summary:

Development costs include the following

Site Design – Rs 15,000. Domain registration for the website for 1

year Rs 2000 Site Hosting – RS 8000 per month with

Yahoo! Search Engine Registration –Rs 18000

per year