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Project

Marketing Management

Submitted to: Sir Shehzad Ahmad


Submitted by: Muhammad Jamal Khurshid
Khawaja Zaheer Ahmad Butt
Ussama Bin Tariq
Waseem Abbassi

MBA 2 (A)

Dated: 05-07-2010

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ACKNOWLEDGEMENTS:

Thanks to Almighty Allah whose blessings enabled us to complete

this dissertation successfully. We pay our tribute to Holy Prophet

Mohammad (S.A.A.W) whose life is a perfect model for the whole

humanity.

Our very special and deepest gratitude for or honorable Sir Adil

Pracha , his remarkable suggestions and friendly discussions helped

us to complete this project tremendously.

We are thankful to each other for the provision of all available

material regarding project, and above all, the moral support, the

enthusiasm that always accompanied each one of us throughout this

project.

We owe success to our parents and families who made us capable of


all what we are today.

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ABSTRACT:-

This descriptive study was aimed to launch our own product i.e.

This study caries the description of marketing activities involved in the

launch of new product. Marketing is a fundamental to any businesses

growth. The marketing teams (Marketers) have the task to create the

consumer awareness of the products/services through marketing techniques.

The is a men’s fashion store. The aims to serve

the customers who are fashion conscious.

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TABLE OF CONTENTS

Sr No Page. No

1 Introduction 7
2 Objectives 7
3 Mission 7
4 Vision 8
5 Style statement 8
6 Logo 8
7 Core values 9
8 Marketing Research 10-12
9 Marketing plan 13-15
10 Marketing segmentation 16-17
11 Targeting 18
12 Positioning 19-20
13 Marketing mix 21-25
.. Product
.. Price
.. Promotion
..Place
14 Brand management strategy 26
15 SWOT Analysis 27-28
16 Marketing Objective 29
17 Assumption 29
18 Financial Projection 30
19 How to contact us 31

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EXECUTIVE SUMMARY
is a new men’s store launching men wearing line and other fashion

accessories . Within the last few years, there has been significant increase in demand of

fashionable and trendy clothes and accessories. This project aims to introduce trendy

clothes and accessories according to customer’s desires. The project is being formulated

to facilitate the youngsters , who are fashion conscious and wanted to build their

personality along being fashionable and trendy . The ultimate objective is to create

neighbor atmosphere where customer feel comfortable and become instant regular by

providing them best possible products.

INTRODUCTION

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Awarness boom has hit the styling sense of Pakistani man in positive manner. Men have
became more conscious about their wearing style. Every individual makes his best effort
to come up with his own trendy style statement which includes his wear off’s style and
other fashion accessories. So this change had created the business opportunities, In last
decade this business has turned in to the strong leading industry of Pakistan. There are
good reputable local and international men’s store with stylish , hip ,trendy and
fashionable mean’s fashion wears and accessories. e.g. Sunny Garments, Malik garments
and Stylo .
So in this pipe line we have also decided to launch a men’s store with a name of

in Haripur. This retailer store will be providing trendy and hip clothes
and other fashion accessories for its target customers.

OBJECTIVES

The main objective behind this venture is to provide trendy and updated wearing
line and other fashion accessories to the target customer while setting the affordable
prices .

We will be efficient ,cost conscious and committed to quality in whatever


we deliver.

We will ensure the positive attitude ,sincerity and determination to make


us successful.

MISSION STATEMENT
To deliver quality and become a leading light in a world of men’ fashion.

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VISION STATEMENT
We want to be the trend setter’s in men’s styling and creating retail reality, making
consumption affordable for all customers-masses.

STYLE STATEMENT

The style statement is our position statement or slogan. It will be

This style statement is reflecting the positioning of our brand because for us it is very
important to build the confidence of our customer’s and enhance their look’s as well as
their personality.

LOGO

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CORE VALUES
The core values which we will adapt and maintain through out our business journey
will be

Leadership: to be leadership both in style and business.

Openness: to be open and respective to new idea’s regarding fashion and


styling.

Valuing and nurturing relation ship: building a long and healthy relation ships
both with suppliers and prestigious customers.

Flexibility: to be adaptable and flexible to meet the new challenges of fashion


and style world of men.

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MARKETING RESEARCH
The marketing research is a very important tool while formulating marketing strategy. As
it helps to gibe better insight to the customer wants and demands. In this regard we have
also conducted a small survey through which we have investigated about the style sense
and it’s understanding among our target customers.

SAMPLE
A sample of 20 people was taken on the basis of convenience.

DEMOGRAPHICS

• Gender
O Male
• City
O Haripur
• Age
O 18-28(youngsters)

RESEARCH METHOD
Quantitative research method is used to understand the style sense of our target
Customers.

QUESTIONNAIRE DESIGN
A closed ended questionnaire has been designed to investigate.

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RESULTS
1. Do you visit men’s store for purchasing?
0 Yes 0 No

35%
yes
no
65%

2. Men’s store are selling things on affordable prices?


0 Yes 0 No

yes, 10%

ye s
no

no, 90%

3. All men’s store are providing things according to trends and present time?

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0 Yes 0 No

15%

ye s
no

85%

4.Are you fashion conscious ?


0 Yes 0 No

no, 35%
yes
no
yes, 65%

5.Fashion should take over your personality?


0 Yes 0 No

yes, 0%

yes
no

no, 100%

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6.Style sense helps you to enhance your personality ?
0 Yes 0 No

no, 30%

yes
no
yes, 70%

7.You visit men’s stores frequently ?

0 Yes 0 No

yes, 40%
ye s
no, 60% no

8.There is more potential for other people with respect to this business

0 Yes 0 No

10%

yes
no

90%

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The results of the survey highlights the fact that majority of the men wants to look stylish
and trendy. But an important aspect which has been discovered through this survey is that
this brands are charging high prices for their products which is a kind of obstacle for some
men. So trends have been changed and people aesthetic sense for wearing has been
increased and enhanced.

MARKETING PLAN
The marketing plan guides implementation and control, indicating marketing objectives and
the strategy tactics for accomplishing the objectives.

The market plan of the for year 2010 is: _


• Growth strategy
The growth strategy is market penetration.

• Market Position
We will be positioning our brand who wants to create retailer realty i.e. making
consumption affordable.

• Market Place Over View

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The present market of Haripur with context to men’s store is capable of taking in
more men’s store. This line has potential for the sake of profitable business.

• Competitors
As we are establishing our shop in Ajaib Plaza Darwesh G.T Road Haripur. Which is
the focal point of famous men’s store in the city so we will have a tough competition
with Sunny Garments, Malik Garments and Stylo.

• Strategy by market segment


The majority of Pakistani population is comprised of the working class which is
known as middle class and upper middle class. So we are also catering the youngsters
who belong to this class of people.
Style den will specifically wish to achieve in the segment i.e.
Youngster 18-22
Our market is segmented on following basis.
1. Demographic segmentation
2. Psychographic segmentation
3. Behavioral segmentation

• Business/ Consumer Markets


Our business is based on model of business to customer matrix. Our brand

is a retailer shop, who will directly communicate to their customer in


regard of fulfilling their wants and demand. So in this mode we will get chance to

directly communicate with our customers this will help us to get the better understanding
of our customers wants and demands and we can mange our customer

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at our best in term of providing superior satisfaction by delivering quality and up to
mark products and services.

• Sales promotion activities


We will by providing different sale offers to build our brand that will include
1. Seasonal sales
2. member ship discount

• This means that at start of our launch we will provide membership to 100
customers, who will be given 10% discount on every shopping to retain and build
our customers.

• Advertising
Print media
Electronic media
Event sponsorship
Celebrity endorsement
• Summary
As business world is full of challenge, so we will have to face them but we will work
the positive attitude ,sincerity and determination to make us successful.

MARKET SEGEMNETATION

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Market segmentation refers to dividing a market into smaller groups of buyers or users with
distinct needs and characteristics and they might require separate products or market mixes.
Our customer market has been clearly defined keeping various aspects in mind. The prime

customers of are youngsters seeking for trendy and hip look within
affordable prices. The customer here will defiantly experience the glamour of fashion and
new trends in the market.

DEMOGRAPHIC SEGMNETATION

Demographic Segmentation has been done. will focus on two distinct


segments.

Youngster 18-22

Boys 23-28

PSYCHOGRAPHIC SEGEMENTATION

The youth minds set have been impacted by the changing trends .They are generally

attracted to certain things in life universally so as fashion. However , just to whatever

extent they are in to certain things they are in to lifestyles and unique personality

characters ,we will try to identify that and work towards that at our best.

BEHAVIORAL SEGEMENTATION

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1. Occasions

We will always bring new wearing lines on occasions like eid, valentine day etc.

2. Benefits Sought

We will be providing possible benefits to our target customers. We will be providing our

customers with seasonal sales with smart discounts.

3. User Rate

We will be focusing on our customers by providing them services like membership

offering that include 10% discount on every shopping. This will increase the customer

loyalty for our brand.

TARGETING

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Our target market is that segment of the society that we plan to attract most by the
particular set of services we are providing. Since we have evaluated various market
segments as our target. We are a catering the youngsters who belong to the middle
class of society.

Youngsters 18-22

Boys 23-28

POSITIONING

We believe in “stylish” and “trendy look” with “affordable prices” and that is what we

will always try to provide theme for our audiences. This will always creates a unique

position for our company name in audiences’ minds. This is how we will gain a

competitive edge.

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I.SERVICES DIFFERETIATION
1. Through competitor analysis we got to know many men’s store are not providing
the facility of membership for privilege customers. So as we decided to provide
membership to our customer to gain loyalty. This strategy will help us to gain the
competitive edge.

2. We will involve our brand in sponsorship of local events in educational


institutions this will increase our brand awarness among the targeted customers
and defiantly will help us to gain competitive edge.

So we would say that after defining our market segments properly, identifying out target

markets accordingly and our company name uniquely, will be new trend
setter and will soon gain famous stature and brand name.

MARKETING MIX
The marketing mix consists of every thing that firm can do to influence the demand of the

product. has also developed a marketing mix that best supports its

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objectives of developing a health conscious environment. It consists of the following
variables:

Product

Price

Place

Promotion

I.PRODUCT
a. Brand name

Is a name that can be immediately connected to mean of


providing a stylish and trendy look to its customers.

b. Brand product range


There is variety of items, containing the look style and affordability are

Casual wear
• Formal wear

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• Party wear
• Salwar kameez
• Ties
• Key chains
• Brief cases
• Caps/hats
• Fashion rings /band
• Cufflinks
• Belts
• Wallets
• Perfumes
• Sun glasses
• Watches
• Scarf
• Foot wear
• Cardigans/ blazers

2. PRICE
As we wanted to deliver our products to the people who belong to the economy class
of the society and as we are about to launch a new brand in the market so in order

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to attract the target customer, we will use the competition based pricing approach.
We will set the price in accordance to the price set by the competitor for same
product. So we will provide more margins to our customer to build a strong market
position.

3. PROMOTION

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is a new men’s store with mission of making retail reality that is making
consumption affordable. As we are at start of our brand development so we will promote
our product with every possible mean within our access.
a. Advertisement

All types of advertisement, keeping in mind, will be handled by the Marketing

Department. Different ways of advertisement are:

Bill Boards

Fashion shows

Local Cable Networks

Television

Pamphlets

Newspapers

Internet

Sponsorship

Celebrity endorsement

4. PLACE

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a. Site
Our shop is located in Ajaib Plaza Darwesh G.T Road Haripur. The purpose of choosing
this location is that the shopping mall is newly established and is now days considered as
focal point of well known reputable fashion store, so this place will be automatically
turned in to the center of attraction for customers.

b. Store Guide39

LEVEL: 2
• Casual wear
• Formal wear
• Party wear
• Salwar kameez
• Foot wear
• Cardigans/ blazers

LEVEL: 1
• Perfumes
• Belts
• ties
• Wallets
• Perfumes
• Sun glasses
• Watches
• Scarf
• Cuff links

BRAND MANAGEMENT STRATEGY

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At this stage style den will focus on the following strategies with respect to its brand
management practices. We will focus on brand awareness as a new brand it needs to
gain recognition and fame. As we know great brands are founded on more than a
compelling promises and innovative marketing communication to deliver the
products to the target audience for creating and building the lasting and enduring
relations with customers, so in this regard we have planned following actions to
create brand awareness among the target customer.
• Sponsorships
• Celebrity endorsement
• Advertisement
Brand loyalty is significant and critical for the company to attain so we have also
planned to attain brand loyalty through providing.
• Quality products.
• Membership i.e. 10% discount for privileged customer on every shopping.
• Special communication with regular customers about sales offers.

So we hope that our branding strategies will help us to put in impressive impact on
targeted customers and will definitely provide us grounds to attract our potential
customers as well.

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SWOT Analysis:

Strength:

We have got a huge strength because there are no direct competitors of us in the market

• Competition base pricing approach


• Providing more margin to customers
• Building market position
• Product for the people of economy class
• Attracting target customers
• First time introducing men’s store
• Center of attraction for customer

Weakness:

We don’t have any such major weaknesses but some minor weaknesses are as follows:

• Fix Price
• Discount is not allowed to non members
• No products for women and children

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Opportunity:

We have got a lot of opportunities for us. These are as follows:

• Special membership for students


• Launch the products for women and children
• Urgent services
• Emotional Branding

Threat:

The threat to our business are as follows:

• Indirect Competitors
• Political instability
• Inflation Rate
• Fake products of our brand

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Marketing Objective:

As this is the new business in the market of Haripur. So we cannot capture the whole
market in a short period of time. It will take time to capture the whole market. Our sales
will be low in the start because too much customers are not attracted towards us. We must
increase our sale day by day. One of our objective is also to capture more and more
customers. In future we are seeing our self that we have captured the whole market of
haripur. We will attract customers by providing the different incentives. In the future

more customers are using our products and is he leading brand in the
market of haripur.

Assumption:

The inflation rate of the country is increasing day by day. So keeping in mind our
sales must increase day by day. If it doesn’t increase with the same ratio then we cannot
survive in the market. We must have a huge sum of amount, for the purpose that if our
sale dooesn’t increase then we can survive in the market for a year or two.

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Financial Projections:

Descriptio cost
n
Land 500,000
Building 1,010,000

Furniture and 200,000


Fixture

Wages and Salaries 153,000

Stationary 5000

Carriage 5000

Total 1,873,000

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CONTACT US
Come to our shop i.e.
Ajaib Plaza Darwesh G.T Road, Haripur
Simply log on to our website i.e.

www.styleden.com.pk

here our privilege customers will be provided with the information regarding

• Products variety and range

• Prices

• Upcoming events

• Sales announcements

OR

Contact us at our landline: 0995-613988

Cell number: 0308-8866623

0303-5907002

OR

Write us for your feedback or suggestion at

styleden@gmail.com

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