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MARKETIING MANAGEMENT TERM REPORT

Marketing Plan
For

Tajdar Ahmed Hashmi ( 8056 ) Hayat Omer Malik ( 7608 ) Zaid Imad ( 7643 ) Kashif Zulfiqar ( Saad ( ) ) )

Hira Munawar Saleemi (

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Table of Contents

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Perceptual Mapping
Less affordable
Levis

Hang ten Leisure Club

Less Distinctive

Fiction

Highly distinctive

Other Local brands

Highly affordable

The Perceptual Map of Pic-Shirt above noticeably shows that PicShirt 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 Levis 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 .

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2.0) Situation Analysis

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 are as under:

Geographic
will initially keep its focus intact upon the mega city of Karachi, Pakistan. With a success in Karachi, can smoothly move into other big up-country centers where pic-wears products could surely get success.

Demographic
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)

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5 The markets 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%: 37%: 13%: 8%: 5%: Rs.12000 Rs.99000 Rs.100, 000 - Rs.180, 000 Rs.181, 000 - Rs.400, 000 Rs.400, 000 - Rs.1, 000,000 Rs.1, 000,000 Above

Behavior Factors
The prospected 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

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 well 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.

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6 The analysis of the major needs of the market concerning is: Easy availability: The availability of the product within time and with easy access is the utmost priority Complete reflection of the customers idea: Whatever the customer wants to be printed on the shirt, should be printed with complete colors and it should meet the customers expectations. The print should be done with good colors and material.

2.1.3) Market Trends

Although, again, being in a grip of recession, Pakistans economy has shown remarkable resilience in the past and bear good prospects for the growth of , 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.

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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 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.

Karachis 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

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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
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 profile.

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9 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

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 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 its the customer whos the boss. 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.

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2.5) Keys to Success

Customer chosen designs. Conformance in quality. Reasonable prices

2.6) Critical Issues

Initially it would be important for Pic wears success that make more and more people know about the product in a positive sense and establish itself as a highly customized clothing solution. has to ensure in all circumstances that even in high growth time the quality of products remains the same and large quantities should not in any way affect the Products quality. This will be a backbone for sustainable growth. should constantly focus on customer satisfaction through customer feedback and next time purchase patterns.

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3.0) Marketing Strategy

The core of the Marketing Strategy for 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 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.

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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.

3.4) Target Markets

With a target market population so diverse, there is a rising trend of custom made shirts throughout the market. aims to target multiple niches, which include sports eventers, and political activists. Company sponsored events are also proving to provide a great market potential for . The fastest growing niches are the sports eventers and politically motivated rallies. The major efforts will be based on tapping these niches.

3.5) Positioning
Positions itself as a highly customized clothing solution different from its traditional competitors in a way that it provide its valued customers a complete choice of sizes, pictures and fabrics to choose from and design their own shirt at a reasonable cost and get it on within a shortest time period of just 24 hours.

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3.6) Strategies
The first phase of the entire marketing strategy will focus on making a popular brand name and increase its brand awareness concerning the product offered precisely focusing on its main unique selling point the customized wearing solution. The flexibility which provides its customers with, will be communicated through a number of different manners

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