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Sheraz Hassan
Muneeba Sajid
Faryal Shafqat

Market Summary
Al Emira Attire is a clothing store located
in Rania Mall, Saddar Market which deals
with innovative clothing and accessories.
The brand creates a special prominence
and innovative ideas in latest fashion
designing and styles for ladies

Product Definition
Our brand Al-Emira Attire has focused the
sparkling, customer friendly Abayas,
scarfs, summer and winter season
dresses. We plan to achieve customer
attention by introducing innovative
products with variety of styles, colorus and

Current Market Situation

The competitive landscape

An enormous competition exist in our product with

too many competitors
Past few years has seen extra ordinary properity,
purchasing power and brand selection trends in
Zara outlets, Designers and Khaadi are main
Such brands have shown weaknesses in launching
new products and customers value / satisfaction
Our brand will create an opportunity to launch
fresh styles and cost efective product

Threats and Opportunities

Massive competition in clothing products

The emergence of unique technologies like
online purchasing
Shifts in the size or demographic composition of
market area which target diferent age groups
Changes in the economy that afect customer
buying habits
Changes in customer preferences that afect
buying habits
Changes that alter the way customers access


Positioning of product or service

Statement that distinctly defines the

product in its market and against its
competition over time

Consumer promise

Statement summarizing the benefit of the

product or service to the consumer

Communication Strategies

Messaging by audience
Target consumer demographics

Packaging and Fulfillment

Product packaging

Discuss form factor, pricing, look, and

Discuss fulfillment issues for items not
shipped directly with the product


Summarize cost of goods and high-level bill

of materials

Launch Strategies

Launch plan

If product is being announced

Promotion budget
Supply backup material with detailed
budget information for review

Public Relations

Strategy and execution

PR strategies
PR plan highlights
Have backup PR plan including editorial
calendars, speaking engagements,
conference schedules, etc.


Strategy and execution

Overview of strategy
Overview of media and timing
Overview of ad spending

Other Promotion

Direct marketing

Third-party marketing

Overview of strategy, vehicles, and timing

Overview of response targets, goals, and
Co-marketing arrangements with other

Marketing programs

Other promotional programs



Summarize specific pricing or pricing

Compare to similar products


Summarize policy relevant to

understanding key pricing issues


Distribution strategy
Channels of distribution

Summarize channels of distribution

Distribution by channel
Show plan of what percent share of
distribution will be contributed by each
channel a pie chart might be helpful

Vertical Markets/Segments

Vertical market opportunities

Discuss specific market segment

Address distribution strategies for those
markets or segments
Address use of third-party partner role in
distribution to vertical markets


International distribution

Address distribution strategies

Discuss issues specific to international

International pricing strategy

Localization issues

Highlight requirements for local product


Success Metrics

First year goals

Additional year goals
Measures of success/failure
Requirements for success


18-month schedule highlights


Isolate timing dependencies critical to