LAHORE SCHOOL OF ECONOMICS

COURSE
Brand Management

TERM PROJECT

SUBMITTED TO
Mr. Arshad Awan

SUBMITTED BY
Usman Ameer Khan 09E0029

TABLE OF CONTENTS
INTRODUCTION OF THE BRAND ............................................................................................ 1 Current Position .......................................................................................................................... 1 History......................................................................................................................................... 2 Success Factors ........................................................................................................................... 2 BRAND AUDIT ............................................................................................................................. 3 Mental Map Lawrencepur ........................................................................................................ 3 Consumer Segmentation ............................................................................................................. 4 Brand Mantra .............................................................................................................................. 6

INTRODUCTION OF THE BRAND

Current Position
Dawood Lawrencepur Limited is an integrated company of The Dawood Group, which has emerged from the amalgamation of Lawrencepur Woolen and Textile Mills Limited, Dawood Cotton Mills Limited, Burewala Textile Mills Limited and Dilon Limited. For the past half a century these companies embodied tradition and quality common threads that now bind them together for the collective benefit of all customers, shareholders, employees and other stakeholders1. The company was incorporated in 2004 and its registered office is in Lahore. Vision To pursue sustained growth through a diversified business portfolio for enhancing stakeholder value2. Mission To be a responsible corporate citizen with respect for the society. To achieve a safe & healthy business environment. To provide an excellent working environment and growth potential for the employees. To strive for excellence through commitment, integrity, honesty and teamwork. To make honest and ethical behavior a way of life. To improve quality of life for our employees3.

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http://www.dawoodlawrencepur.com Annual Report 2010 3 Annual Report 2010

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History
Dawood Lawrencepur was established in 1954. It is the first producer of worsted fabrics and garments in Pakistan which have been sold the under the prestigious brand name Lawrencepur. Lawrencepur Woolen and Textile Mills Limited was incorporated in Pakistan on August 15, 1960 as a public limited company. Its shares are quoted on the Karachi and Lahore Stock Exchanges. It is engaged in the manufacture and sale of worsted yarns and fabrics4.

Success Factors

Following are the main success factors: Pioneers of woolen suiting Generations old brand Quality Products Innovation by going into stitched suiting Outlets at key places.

Annual Report 2001

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BRAND AUDIT
Mental Map Lawrencepur

Music & Dance Excitment Tea

Film Actors

Tarang

Family culture

Suiting Fabric Jingle Tarang he tarang hai Upbeat

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Consumer Segmentation
1. Thrifty Housewives:

Demographic Sex : Female Age: 25-45 Income: Low Income

Psychographic Family Oriented

Benefits Sought Serving for Guests Refreshment

2. YOUNG PROFESSIONALS Demographic Psychographic Benefits Sought

Sex : Male Age: 24-30 Income: 25,000 - 45,000

Professionals Busy Officeial life Outgoing Socialization

Looking good Meeting with office requirements Idividual identity Use in meetings, official functions, marriage functions.

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3. OLDY USERS OF BRAND Demographic Sex : Male Age: 45-70 Income: 60,000 100,000 Marired Psychographic Brand loyal Responsible for running home. Benefits Sought

Keeping past alive.

4. SOCIAL ELEMENTS Demographic Sex : Male/Female Age: 45-60 Income: 60,000 100,000 Marired Psychographic Brand loyal Responsible for running home. Benefits Sought Giving gifts at marriages of near & dear ones especially childrens.

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Brand Mantra

Brand Lawrencepur Lawrencepur Lawrencepur Lawrencepur Lawrencepur Lawrencepur

Emotional Modified Premium Pakistani

Descriptive Modifier Quality Quality

Brand Function Clothing Clothing

Dawood Lawrencepur was established in 1954. It is the first producer of worsted fabrics and garments in Pakistan which have been sold the under the prestigious brand name Lawrencepur. Currently it is one of the best clothing brands of Pakistan especially in mens wearing. Lawrencepur has created good brand awareness through its quality products and advertising. Lawrencepur offers an extensive range of eminence quality of unstitched clothing and Readymade suits / Jackets, Trousers, Shirts, Waste Coats, and Safari Suits for formal and corporate wear to the upper middle and elite class.

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