AMIR ADNAN

Small Business Management Term Presentation

I ALWAYS THINK THAT WHEN I HAVE

CONQUERED ONE AREA OR STAGE, THEN
ITS A SIGN TO GET TO THE BOTTOM OF
ANOTHER HEAP AND RISE GRADUALLY,
TILL I CONQUER THAT TOO.
- Amir Adnan

HISTORY OF AMIR ADNAN

Mr. Amir Adnan graduated with a BBA Finance degree from IBA.
Started working in UBL.
Always had the spirit to do something different.
Creative mind in designing. Designed and stitched a ties himself to work
once which was highly admired by his colleagues.
Received orders for ties and shirts, which he was supplying to certain
clothing stores as well.
This gave him an idea to dive into fashion industry.
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HISTORY OF AMIR ADNAN

During early 90s, the concept of ready to wear clothes for men was uncommon.
Mr. Amir Adnan decided to tap into this unexplored market and hence capture as
much share, knowing his talent and market potential in the field.
He started with manufacturing and selling ties, Kurta shalwar suits, and formal,
eastern wear.
Over time, reduced portfolio to just mens eastern wear, formal wear, and couture.
First store was opened up in Zamzama in 1994, followed by another one in Park
Towers in 1995.
A total of 3 stores in Karachi were well established and running by 2000.
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HISTORY OF AMIR ADNAN

In early 2000s, he decided to explore the Middle East markets too. Hence, he went to
Dubai to set up his brand.
The environment there was much more competitive in Dubai in the readymade
clothing industry than in Pakistan. A number of well established brands were present.
Meanwhile, competition in the mens fashion increased in Pakistan. Brands like J. and
Ideas introduced their clothing line for men as well. This posed a market threat to the
Amir Adnans brand.
Therefore, Mr. Amir decided to return home and expand his operations in order to
stay in the market.

HISTORY OF AMIR ADNAN

During the 5 years following his return, Mr. Amir had set up 21 more shops all
around Pakistan.
Current outlet network of Amir Adnan consists of 18 shops all over Pakistan:
8 shops in Karachi
4 shops in Lahore
2 in Islamabad
1 shop each in Multan & Faisalabad

MARKET PLACE
The brand and the competition in the market

NATURE OF THE BUSINESS

Nature of Business is B2C Business to
Customer

THE 4P ANALYSIS

COMPETITORS

10

COMPETITION
During the 90s, AA enjoyed much of the market share as the competition was
not as much.
Following 2000, many clothing brands such as Junaid Jamshed, Ideas, etc.
also launched their clothing line for men, offering Kurta Shalwar suits and
eventually Sherwanis as well.
The market share is now relatively more distributed.
However, the fact that they mainly specialize in men clothing keeps their
products diverse in the mens fashion which is what attracts their customers.
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PRODUCT
What the brand has to offer

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PRODUCT PORTFOLIO
Everyday
comfort wear
Mostly for
students.
Daily use
shalwar kurta
suits.
Simple designs

Casual wear
T-shirts
Semi formal
shirts
Chino pants

Premium Suits
Traditionally
Embroidered
Shalwar Kurta
suits
For occasional
use

Limited Edition
One time
designs Do
not repeat
Available for a
short period of
time
Distinctly
crafted Kurta
Shalwar suits
for special
occasions

Ceremonial
Designs
Grooms wear
Couture
sherwanis
Groom Turbans

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PORTFOLIO: SHALWAR KURTA SUITS

Everyday Wear

Premium Wear

Limited Edition
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PORTFOLIO: CASUAL WEAR

15

PORTFOLIO: COUTURE

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PORTFOLIO: FOOTWEAR

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CONSUMER
How do they sell in the market

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CONSUMER PULL

Cobrand
ing:

Partners
hip with
banks;
discount
s for
certain
bank
Agen
cards.

cy
Marke
ting:

Print
ads
(SHE
Magazi
ne,
Labaas,
etc.)

SMS
Marke
ting

How
they
attract
custo
mers
to
their
Outdo
brand
or
Marke
ting:
Billboar
ds,
Below
the line
activiti
es

Social
Media:

Facebo
ok,
Fashion
Blogs
(eg.
Siddysa
ys)

Fash
ion
sho
ws
(FPS
W)

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CONSUMER PULL STRATEGIES

Advertisement: Online media, outdoor marketing, fashion shows, print ads.
Advertisement is mostly done through marketing agencies.
Event Management: Participation in annual fashion shows such as FSPW.
They are working on promotion on the cinema screens during the interval,
pre and post movie on-screen advertisement.

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SEGMENTATION
Consumer segmentation at Amir Adnan is done through two ways:
Product category
Pricing

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SEGMENTATION: PRODUCT CATEGORIES

Everyday wear

Premium edition

Limited edition

Simple designs for

everyday use
Mostly for
students
Middle class
customers can
afford these suits

Relatively more
Different designs
fancy suits than
than their usual
everyday wear
style.
Targeted to the
Embroidered
upper middle class Few of a kind,
designs dont
repeat
Targeted to
sophisticated
buyers

Grooms wear
Occasional
dresses
Couture sherwanis
Clothing line
mostly for
wedding wear

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SEGMENTATION: PRICING
Everyday
comfort wear

Casual wear

Premium Suits

Limited Edition

Ceremonial
Designs

Between Rs.
3,000-8,000

Range from Rs.

1500 to 10,000

Range from Rs.

5,000 to 10,000

Range from Rs.

6,000 to 25,000

Range from Rs.

55,000 to over
300,000

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UNIQUE SELLING POINT

Their vast portfolio of varying types of designs in the mens fashion
Other brands have men clothing line as a small part of their business Amir
Adnan has majority of its products dedicated to the men fashion
Unique embroidery
Quality of the fabric being used
Specialty in grooms wear

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MARKET RESEARCH
METHODS

Focused
Groups

Observing
competitors
trends

Direct
communication
with customers
gauging their
preferences

Marketing
Consultants

Research
Agencies
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BUYING BEHAVIOR OF CUSTOMERS

High involvement buying behavior.
The limited editions and launch of new premium designs are done in order to
attract men to buy the new designs.
Different prices for different product categories is done for price conscious
customers.
Purchase for occasional dresses such as wedding wear (sherwanis and
limited edition kurta shalwar suits) is not effected by prices, but rather by the
design and quality of the products.
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SOURCING
How the product is distributed

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SOURCING
Amir Adnan has their main head office in Korangi Industrial Area, Karachi.
This Head office has the procurement and production departments.
The product is sold through Amir Adnan outlets through out the country.
The suits are tailored at the production facility and distributed in the Karachi
outlets directly via own transportation.
Amir Adnan has outsourced its national level logistics. Courier services are
used for transporting the products to outlets in other cities. (Leopard Courier
Services)
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DISTRIBUTION

Amir
Adnan
Stores

Online
shopping

18 stores through out Pakistan

Customers can purchase their products directly.

Clothes can also be bought through AA website

Services like cash on delivery and free delivery are
offered.

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STRUCTURE OF THE BUSINESS

The management and the departments

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MANAGEMENT STRUCTURE
CEO: Amir
Adnan

Executive
Director

Head of
Finance

Head of
Sales/Marketing

HR Executive

Head of Supply
Chain

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MANAGEMENT STRUCTURE
Head of
Finance

Manager
Finance:
North

Head of
Sales

Manager
Finance:
South

Head of
Supply Chain

HR Executive

Regional
Sales
Manager:
North

Regional
Sales
Manager:
South

Area Sales
Managers
(within
cities)

Area Sales
Managers
(within
cities)

Outlet
Managers

Outlet
Managers

HR Manager:
North

HR Manager:
South

Production
Manager

Procurement
Manager

Warehousing
Manager

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FINANCE
Head of Finance is responsible to handle the finances of the entire
countrywide operations of Amir Adnan
Finance Managers are appointed in each region of Pakistan (North & South)
to manage the financial transactions of the cities in their respective regions.
Accounting and auditing activities is also the responsibility of this
department.

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MARKETING & SALES

Head of the department is responsible for Marketing & Sales activities.
Marketing is mainly outsourced to external agencies. Marketing expenditure
budget is decided by the Department Head, Executive Director & CEO.
Freelancers have been hired in order to write articles for fashion journals to
promote Amir Adnan.
Sales tasks are further divided among Regional Sales Managers (North &
South), going down to Area Sales Managers (within cities) and then to Outlet
Managers.
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SUPPLY CHAIN
Head of Supply Chain divides the tasks among Production Manager, Procurement
Manager, and Warehouse Manager.
Production Manager is responsible for all the suits that are being manufactured and to
maintain quality control.
Procurement Manager is responsible for bringing in the best quality fabric material for
the production of the suits. The required capital machines are also the responsibility
of Procurement Department.
The final product is then handled by the Warehouse Manager who stocks the finished
goods in the warehouses, and is also coordinating the transportation of the products
to the departmental stores in Karachi and other cities.
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SITUATIONAL ANALYSIS
Political, Legal, Economic, Social, Technological
SWOT Analysis

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PLEST
Political: policies made by KATI and other governmental organizations. Also, the
regularity of unexpected holidays hinders operation greatly.
Legal: imposition of value-added taxes on fashion designers, increasing their costs.
Economic: Increasing competition in terms of prices and quality of designs in
mens fashion.
Social: Changing cultural trends. Shift of demand from traditional Kurta Shalwar to
Western Attire.
Technological: New types of sewing machines required in order to enhance output
and improve efficiency.
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SWOT ANALYSIS

Own outlet network comprising

of 18 shops through out
Pakistan.
Pioneer in mens fashion.
Amir Adnan himself has
immense experience in fashion
designing creates most of the
limited designs himself.
Well established brand for men
present in the market since
1990.

S
O

Capacity to
to increase
increase production
production by
by
Capacity
times.
44 times.
Opportunities in
in the
the markets
markets of
of
Opportunities
UAE and
and India.
India.
UAE
Inclusion of
of Western
Western wear
wear for
for men
men
Inclusion
Formal suits,
suits, pant
pant shirts,
shirts, and
and the
the
Formal
like.
like.

To cater
cater to
to the
the increasing
increasing demand,
demand,
To
production of
of suits
suits has
has to
to be
be
production
outsourced.
outsourced.
Lack of
of distribution
distribution network
network for
for
Lack
national level
level logistics
logistics currently
currently
national
using Leopards
Leopards courier
courier services
services for
for
using
dispatch of
of products
products to
to outlets
outlets in
in
dispatch
cities other
other than
than Karachi.
Karachi.
cities

W
T

New entrants:
entrants: Clothing
Clothing brands
brands like
like
New
and Ideas
Ideas by
by Gul
Gul Ahmed
Ahmed have
have
J.J. and
also launched
launched their
their mens
mens section.
section.
also
There are
are further
further new
new players
players
There
coming in
in the
the market.
market.
coming
No barriers
barriers to
to entry
entry mean
mean that
that new
new
No
entrants are
are capturing
capturing market
market
entrants
share.
share.
Government legislation:
legislation: tax
tax
Government
impositions on
on fashion
fashion designers
designers
impositions
pose aa threat
threat of
of increased
increased costs
costs to
to
pose
Amir Adnan.
Adnan.
Amir

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FUTURE
What are the next steps

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FUTURE STEPS
Plans to introduce Franchising system Discussions and planning with Franco
are underway to prepare franchising manuals.
Plans to go international again. Aim to expand in the Middle East and India.
Aims to expand the outlet network throughout Pakistan as well. Plan to make
the total outlet count in Pakistan from currently 18 to 30 by mid 2017.
Plan to introduce the formal wear (formal shirts and pants) for men to the
portfolio.

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THANK YOU!
Presented By:
Uzair Khan
Farid Ahmed
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