Marketing Management Plan Pic Shirt

Institute of Business Management 1
MARKETIING MANAGEMENT
TERM REPORT
Marketing Plan
For
JUST WEAR………………
Table of Contents
Executive Summary..................................................................................................................2
Situation Analysis.....................................................................................................................3
2.1) Market Summary...........................................................................................................4
2.1.1) Market Demographics ...........................................................................................4
2.1.2) Market Needs..........................................................................................................5
2.1.3) Market Trends.........................................................................................................6
2.1.3) Market Growth........................................................................................................7
2.2) SWOT Analysis.........................................................................................................7
2.3) Competition...................................................................................................................8
2.4) Product Offering............................................................................................................9
2.5) Keys to Success...........................................................................................................11
2.6) Critical Issues...............................................................................................................11
3.0) Marketing Strategy..........................................................................................................11
3.1) Mission........................................................................................................................11
3.2) Marketing Objectives...................................................................................................12
3.3) Financial Objectives....................................................................................................12
3.4) Target Markets.............................................................................................................13
3.5) Positioning...................................................................................................................13
3.7.1) Perceptual Mapping..............................................................................................14
3.6) Strategies......................................................................................................................15
3.7) Marketing Mix.............................................................................................................15
3.7.1) Pricing...................................................................................................................15
3.7.2) Product..................................................................................................................16
3.7.1) Distribution...........................................................................................................16
3.7.1) Promotion.............................................................................................................17
3.6) Market Research..........................................................................................................18
4.0) Financials.........................................................................................................................19
4.1) Breakeven Analysis.....................................................................................................19
4.2) Sales Forecast..............................................................................................................20
4.2) Monthly Expense Forecast..........................................................................................21
5.0) Controls............................................................................................................................22
5.1) Contingency Planning..................................................................................................22
5.1.1) Difficulties and Risks...........................................................................................22
5.1.2) Worst Case Risks.................................................................................................22
Executive Summary
Pic-Wear is planning to launch an entirely innovative product of the

same name in growing market. Despite a healthy competition in the
market for clothes, Pic –wear is coming up with a completely new
concept of customized wear in September 2009. The first product
which Pic-wear intends to launch will be customized shirts. There is
a huge market for these shirts as the research findings have given
an insight into market trends for customized shirts and Pic-wear
needs to tap these market opportunities before a competitor does
so.
The primary marketing objectives are to gain at least 15 % market
share in the compatible market and also create new markets for Pic
wear, places where products like Pic-wear were needed but were
not introduced, in the first two years. Pic wear also intends to sell
atleast 7000 units within the first two years to maintain enough
cash flows for future development and promotional objectives. The
central financial objective is to achieve two year sales volume of at
least PKR 2.8 million with managing to breakeven in the first 5
months and go profitable in December and onwards.
Situation Analysis
Pic-Wear is an entirely new concept, which is yet to be introduced in

Karachi as the most customized of fit out in the entire market.
Although a very low profile competition exists for Pic Wear, as of yet
there hasn’t been any appropriate brand for a product of the likes of
Pic Wear. Pic wear offers an entirely new idea, for the consumers to
design their own outfit and acquire it with in a little time of not
more than 24 hours.
2.1) Market Summary
Target Markets
 Sports Events (Occasional)

 Political/Social rallies and activities (Occasional)
 Random wear
2.1.1) Market Demographics

The market demographics for Pic-wear are as under:
Geographic
Pic wear will initially keep its focus intact upon the mega city of
Karachi, Pakistan. With a success in Karachi, Pic wear can smoothly
move into other big up-country centers where pic-wear’s products
could surely get success.
Demographic
Pic wear best suits the liking of those people who lie within the age
groups of 5-35 year olds. It will be offered to both males and
females alike. Although random wear users would be targeted all
year long, the occasional users are the ones who will bring big
orders and good know how about this market is thus equally
important.
The demographics for the above mentioned target markets are as
follows:
Sports events: ages 14-32 (nearly 42% of the entire market)
Political/Social rallies and activities: ages 20-35 (nearly 38% of the
entire market)
Random wear: ages 5-25 (nearly 48% of the entire market)
The market’s income levels are extremely different. The lower age
groups do not earn and are mostly dependants. The above 20 and
22 y/olds and above are mostly income earners and differ in income
levels. Nearly 4% are unemployed
33%: Rs.12000 – Rs.99000

37%: Rs.100, 000 - Rs.180, 000
13%: Rs.181, 000 - Rs.400, 000
8%: Rs.400, 000 - Rs.1, 000,000
5%: Rs.1, 000,000 – Above
Behavior Factors
The prospected Pic Wear users are divided into two groups
High End
These are party going people, who either attend good colleges or
take part in multiple social activities and visit sports events. These
people are willing to pay higher prices for quality products with a
condition that it suits their tastes.
Low End
Not very quality savvy, they are those users, with more interest
towards work and less time for recreation. But sports events like
cricket matches (even between local teams) are among their most
valued recreation and this is the place they want to enjoy their time
in full. But they are significantly high price savvy users.
2.1.2) Market Needs
Pic Wear is bringing into the Market a highly customerized product,

which can be shaped in any manner as the customer wants it to be.
We just ask the user to design your complete wear and we’ll just
manufacture and deliver it for him.
On the other hand for special events there are already custom
designed products which suits the occasion to the highest extreme
of the essence of the event.
Thus this product cannot come in to existence without determining
the market needs first.
The analysis of the major needs of the market concerning Pic Wear
is:
Easy availability:
The availability of the product within time and with easy access is
the utmost priority
Complete reflection of the customer’s idea:

Whatever the customer wants to be printed on the shirt, should be
printed with complete colors and it should meet the customer’s
expectations. The print should be done with good colors and
material.
2.1.3) Market Trends
Although, again, being in a grip of recession, Pakistan’s economy

has shown remarkable resilience in the past and bear good
prospects for the growth of Pic-Wear, Karachi on the other hand
receives thousands of migrants from all over Pakistan and has a
diverse bunch of people who throng sporting events, numerous
political, social rights, and humanitarian and religious rallies every
year.
The latest development which has really been strengthening these

days in the metropolis is the increase in frequency of political,
social, and religious events taking place in the city. These rallies are
organized by various organizations and the activists hold banners
and placards but they do need their wear to also reflect their cause
as proved by our research.
The rapid growth of media popularity can also be a source of further

development and demand among the consumer for our products.
Although Pakistan is snatched from its place as a cricketing host but
there are chances of revival in the future. In such a case Karachi
would be the obvious venue for any cricketing action due to the
unfortunate Srilankan Team Attack in Lahore this year and
continuous unrest in other parts of Pakistan.
2.1.3) Market Growth
The market is growing by 6% every year due to more and more

people coming to the city each year and also due to rising income
standards.
Given that we are just launching Pic-Wear for the first time
therefore any predictions or extrapolation regarding its growth will
only be possible after the first year of its sales.
Karachi has many large Public sector universities where numerous
public gatherings will be started to be held. This is after the new
Government of Pakistan, under PPP, has recently allowed
gatherings of students by lifting the ban on student union rallies.
Karachi’s
massive
population
increase since
the year 1840
2.2) SWOT Analysis
2.2.1) Strengths:
 Pioneer Advantage
 Custom-designed Shirts
 Small effective teams
 Highly distinctive Offering
 Highly customerized
 Small Distribution system
2.2.2) Weaknesses:
 Limited capital
 Limited set-up
 Too much dependency on Suppliers
 Limited ability to fulfill macro consignments
2.2.3) Opportunities:
 Well defined market niche

 Growing market
 Great potential for growth
 Less number of Competitors
 Innovation is the key
2.2.4) Threats:
 Recession
 Political Unrest (Terrorism)
 Price invariability of
 Big Brands might jump into competition and use their brand
power to thwart our success
 The product can be easily imitated and sold at lower price and
lower quality by giants like China.
2.3) Competition
Pic-Wear is a Brand of its own kind. It is the first ever time that the
locals in Pakistan will be facilitated with the liberty of customizing
there wear in accordance with their choices and tastes.
As far as the competition is concerned there are no “Branded”

customized t shirts and wears available in the market. However, low
quality and low priced versions are offered in the markets by some
sellers who fail to maintain high awareness.
These low Profile sellers do not cater to the needs of individual

customers, in fact they go after the entire market according to their
personal perception of needs and trends. Hence they do not do
individual marketing. Usually they identify the likings of majority of
buyers and start producing for that majority and in the process
individual demands and needs are neglected or in most cases not
considered at all.
2.4) Product Offering
Pic shirt is a new, yet an amazing product, specially designed to

cater the modern-day clothing needs of the youth and the
adolescents alike .The product that Pic Wear plans to launch initially
is a customized T-Shirt. The customers will be given complete
freedom to choose the color, material, and style/type of the shirt in
accordance with their choice. The customers could order the exact
picture that they wish to see on their shirts.
Printing of the picture can be done at front only, back only or both
sides, depending upon the convenience and monetary range of the
customer.
The customers can even get their favorite pictures printed on other
branded T-shirts, the way they like. Hence at Pic Wear it’s the
customer who’s the boss.
Pic shirt is manufactured on a made to order basis. It is the most

customized product pf its type. The customer can order whatever
he/she likes to be printed on his/her shirt within the shortest
amount of time with an unmatched quality.
The variety of products can range from shirts with pictures of rock
stars, sports personalities, political leaders, famous quotes,
monochrome graphics etc printed over them. The printing is done
on quality fabric with superior printing materials.
Pic
Wear’s
Customer’s
chosen Pic
Logo
?
2.5) Keys to Success
 Customer chosen designs.
 Conformance in quality.
 Reasonable prices
2.6) Critical Issues
Initially it would be important for Pic wear’s success that Pic wear
make more and more people know about the product in a positive
sense and establish itself as a highly customized clothing solution.
Pic wear has to ensure in all circumstances that even in high growth
time the quality of Pic wear products remains the same and large
quantities should not in any way affect the Product’s quality. This
will be a backbone for sustainable growth.
Pic wear should constantly focus on customer satisfaction through

customer feedback and next time purchase patterns.
3.0) Marketing Strategy
The core of the Marketing Strategy for Pic wear will rely on its
positioning as a highly customized clothing solution with a
reasonable price and which is very easily available. The market is
already segmented and target markets are also well set. The three
target markets with different product criteria will be marketed only
according to their precise needs.
3.1) Mission
“To provide our customers with an exceptional clothing

experience, by enabling them to choose for themselves
designs that best suit their personalities, and to transform
their fascinations into reality with economical, durable,
and innovative solutions.”
3.2) Marketing Objectives
• Increase product awareness among the target audience by 25

percent in one year.
• Inform target audience about the qualities of our product and its
competitive advantage.
• Position this product as a good quality product and work on to make
Pic Wear a household brand name, easily recognizable and one that is
always appreciated.
• Gain at least a 15% market share in the compatible market in the
first year.
3.3) Financial Objectives
• Achieve revenue growth of 25% to 50% per year during the first three
years
• A more consistent revenue base
• Stable earnings during recessionary periods
• Retain a promotional and R&D budget to ensure sustainable growth
in good and bad times alike.
• Sell at least 7000 units in the first two years and keep sales to a point
of no less than PKR 2.6 million
3.4) Target Markets
With such huge differences among the target markets, the

strategies which need to be formulated would have to be entirely
different from each other. Considering the variability and growth of
this market the strategy is needed to cater all of the target market
audiences alike. The market is not fast at evolving, for the last so
many years the population pattern has not changed a lot, thus it
means that the demand for Pic-Wear is not likely to shift a lot if
proper Brand reinforcement and Brand revitalization is done.
3.5) Positioning
Positioning Statement
For those, choice savvy consumers who love to have self

designed attire, Pic wear is a product that provides you with a
complete clothing solution in the most customized manner
possible. Unlike others, be it the size, fabric, color or the
picture, its you, who have to design your own outfit. Pic wear is
your ultimate and the most personalized clothing experience.
3.7.1) Perceptual Mapping
Less affordable
Levi’s
Hang ten
Leisure Club
Less Distinctive Highly distinctive

Fiction
Other Local brands
Highly affordable
The Perceptual Map of Pic-Shirt above noticeably shows that Pic-

Shirt is exceptionally placed at the highest of the level of
distinctiveness in this map. Although it is positioned here along with
the huge internationally acclaimed brand names like Levi’s and
Hang ten it remains high on its distinctiveness due to a highly
customized and made-to-order approach of its products.
Other brands like Fiction and Leisure club are comfortably

positioned with less distinctiveness and high affordability while
other local brand names are almost not at all distinct but are very
affordable which means that they only cater for lower end
customers and does not pose any threat to the potential growth of
Pic Shirt.
3.6) Strategies
The entire marketing strategy will seek to position Pic wear as the
most customized Clothing accessory available in the market. In
essence there is nothing in a Pic wear product that a customer can
not shape according to his/her own choice. The messages that Pic
Wear needs to convey will be done conveyed through several
different methods.
Being a entirely new concept Pic wear require a strong marketing
effort to enter this industry with a success. For this the Marketing
Mix needs to be both effective and efficient.
3.7) Marketing Mix
3.7.1) Pricing
Variable Cost per unit
Shirt 180
Printing 150 per side (250 for both sides)
Press 5
Total 335 / unit (one side print)
Fixed Costs
Wages (Reception) 8000

Wages (Service man) 6000
Rent 10,000
Utility 3500
Total 27,500
Fixed cost per unit = PKR 94 / =

Variable cost = PKR 335 / =
Selling Price = PKR 570 / =
Desired Profit Margin = PKR 25 %
Markup Price = Unit Cost

(1 – desired return on sales)
= 335 + 94 = 570
1-0.33
Starting from Rs. 570 / =
Value Pricing is done by keeping moderately high markup so that customers could
perceive Pic Wear as a good quality product
3.7.2) Product
The entire description regarding Pic wear has been discussed in

prior section of product offering. Some improvements in Pic wear
products can be an introduction of cardigans, blazers or sweaters
with Pic wear characteristics.
3.7.1) Distribution
Being a highly personalized product, Pic wear will only be available through the state
of the art Pic wear store at Shop # 7608 Zaibunnisa Street (formerly Elphinstone
Street), Karachi.
3.7.1) Promotion
Pic wear is a new product and will require some effective and
integrated marketing communication messages.
 First of all some eye catching and incredibly startling pamphlet

will be distributed among students of private sector universities
throughout the city, which are our prime target audience. These
pamphlets are designed keeping in mind the intellectual level of
average target audience. (A model of this pamphlet is attached in
Appendix A)
 Intensive promotional activities will be carried out in these

colleges and universities. Prototypes of Pic wear will be
displayed and students would be encouraged to order on the
spot.
 For the important niche such as sports wear, target market

audiences can best be reached at the point of ticket sale at
multiple Bank branches. Pamphlets (Appendix A) and banners
will be distributed and displayed respectively at these bank
outlets. The pamphlets will be circulated at the entry and exit
points of these outlets and streamers will be placed right
above the point where the tickets for the event would be on
sale.
 A less expensive but effective technique of word-of-mouth

influence will be utilized with the help of Opinion leaders in
key target locations to create brand awareness of pic wear
among the desired target audience. These opinion leaders will
be persuaded to wear different Pic-wear shirts and to promote
it through personal levels among their friends and peers.
 Political and Social groups are a vital target market for Pic
wear; and personal selling can be the most effective
marketing tool for this niche. Pic wear’s sales agent will
personally visit the central offices of these groups and will
explain and market the entire product concept to them.
 Once Pic wear establishes itself as a prominent brand in the

industry, large scale advertising could be done through
newspaper ads and television commercials to reach ider
markets and increase market share.
3.6) Market Research
Before the launch of Pic-Wear, a research was carried out, to find

out the potential of customized products. Especial emphasis was
given to customized clothing, to get a clear picture about the
potential of the target market of Pic-Wear. Secondary research was
also conducted by analyzing the competitors and the product
category, in order to create an effective category membership. This
research helped to create the right value prepositions for the
customers. The research also helped in establishing a competitive
edge over the competitors.
After the launch of Pic-Wear, the sales, the market and the
customers will be closely monitored. For Pic-Wear to do well it will
be important to create brand awareness, that will be evaluated
from time-to-time. Information on the sales and the consumer
preference will give a picture about the consumer attitude towards
Pic-Wear and the other competing brands. This information will give
us a proper feedback of the customer response to the offerings of
Pic-Wear.
The change in the fashion or trend will also be closely monitored.

Incase the market trends are shifting; Pic-Wear will try to
accommodate the changing trends. Potential fads will also be
explored, in order to create short bursts of profits from time to time.
Keeping the market and the consumers into consideration will help
Pic-Wear establish a strong brand equity.
4.0) Financials
This section deals with how Financial Objectives will be met by achieving the marketing
objectives and what does Pic wear forecast its costs, sales, breakeven and growth to be in
present and as well as for future.
4.1) Breakeven Analysis
Pic wear will initially breakeven at 184 units with Rs. 150 as
contribution per unit.
Monthly Break even units 118 units

Monthly Break even sales PKR. 67260
Monthly Fixed Costs = PKR 27500

Variable Cost = PKR 335 / unit
Selling Price = PKR 570 / unit
Contributuon = PKR 235 / unit
4.2) Sales Forecast
Pic wear forecasts its sales as neither too ambitious nor too conservative,
it follows mild approach. Initially with the promotional budget a bit limited
Sales won’t be much high; But Pic wear hopes to reach the break even in
the first month and go profitable in the second and onwards as more cash
flows come in and promotional efforts are geared up.\
The monthly forecast figure are as follows:
Sales Forecast in units
September October November
Sports Wear 30 50 70
Political and social rallies 35 90 80
Random users 50 70 95
115 210 245
Sales Forecast in Sales Revenue
September October November
Sports Wear 17100 28500 39900

Political and social rallies 19950 51300 45600
Random users 28500 39900 54150
65550 119700 139650
4.2) Monthly Expense Forecast
Monthly Expense Budget September October November
Web Site 2000 500 1000

Pamphlets 3500 5000 7000
Banners 12000 10000 15000
Sales Promotion 8000 8000 8000
Personal Selling 3000 3000 3000
Opinion leader expense 5000 5000 5000
Miscellaneous 3000 5000 6000
36500 36500 45000
5.0) Controls
Pic-wear needs to monitor some key aspects of its marketing Mix.

The most important among them is the quality of its products.
Keeping in mind the high level of outsourcing involved in Pic wear’s
products, it is required that it’s suppliers are completely monitored
and also have good relations with. First of all the materials of the
clothing and its fabric have to be bought with complete care and it
should be ensured that good quality colors are applied and the
printing is done in an absolutely fine manner.
Other things which need proper monitoring and control include
proper customer service provision by the employees and also
ensuring complete customer satisfaction in terms of both before
and after sales customer service.
5.1) Contingency Planning
5.1.1) Difficulties and Risks
 As of yet Pic-wear has no close competitors and Pic-wear is

just targeting major niches of a big niche, but there is a
possibility that a competitor may penetrate in to the market at
any given time and give Pic-wear a hard fight in terms of
better marketing mix.
 It is possible that Pic wear may not continue its quality

standards if it start focusing on volumes rather than the
performance standards of Pic-wear.
5.1.2) Worst Case Risks
 It may be possible that Pic wear cannot sustain as a going

concern.
 The supplier for Pic-wear’s manufactured products goes out of
Business.

Marketing Management Plan Pic Shirt

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Institute of Business Management 1

Pic-Wear is planning to launch an entirely innovative product of the

Pic-Wear is an entirely new concept, which is yet to be introduced in

2.1) Market Summary

 Sports Events (Occasional)

2.1.1) Market Demographics

33%: Rs.12000 – Rs.99000

2.1.2) Market Needs

Pic Wear is bringing into the Market a highly customerized product,

Complete reflection of the customer’s idea:

2.1.3) Market Trends

Although, again, being in a grip of recession, Pakistan’s economy

The latest development which has really been strengthening these

The rapid growth of media popularity can also be a source of further

2.1.3) Market Growth

The market is growing by 6% every year due to more and more

2.2) SWOT Analysis

 Well defined market niche

As far as the competition is concerned there are no “Branded”

These low Profile sellers do not cater to the needs of individual

2.4) Product Offering

Pic shirt is a new, yet an amazing product, specially designed to

Pic shirt is manufactured on a made to order basis. It is the most

2.5) Keys to Success

 Customer chosen designs.

2.6) Critical Issues

Pic wear should constantly focus on customer satisfaction through

3.0) Marketing Strategy

“To provide our customers with an exceptional clothing

3.2) Marketing Objectives

• Increase product awareness among the target audience by 25

3.3) Financial Objectives

3.4) Target Markets

With such huge differences among the target markets, the

For those, choice savvy consumers who love to have self

3.7.1) Perceptual Mapping

Less Distinctive Highly distinctive

Other Local brands

The Perceptual Map of Pic-Shirt above noticeably shows that Pic-

Other brands like Fiction and Leisure club are comfortably

3.7) Marketing Mix

Variable Cost per unit

Wages (Reception) 8000

Fixed cost per unit = PKR 94 / =

Markup Price = Unit Cost

Starting from Rs. 570 / =

The entire description regarding Pic wear has been discussed in

 First of all some eye catching and incredibly startling pamphlet

 Intensive promotional activities will be carried out in these

 For the important niche such as sports wear, target market

 A less expensive but effective technique of word-of-mouth

 Once Pic wear establishes itself as a prominent brand in the

3.6) Market Research

Before the launch of Pic-Wear, a research was carried out, to find

The change in the fashion or trend will also be closely monitored.

4.1) Breakeven Analysis

Monthly Break even units 118 units

Monthly Fixed Costs = PKR 27500

4.2) Sales Forecast

Sales Forecast in units

September October November

Sales Forecast in Sales Revenue

September October November