Splash garments

The world of retail is flooded with hundreds of companies, but few have yet to be
noticed like SPLASH GARMENTS. Pakistani pople have much craze about fashions like of
cultural, occasional, brand conscious etc. for these people many fashion industries came into
being to make their costomers fashionate. Those included splash garments industry, founded
in 2015. Like a handful of other companies in pakistan, such as gul ahmed, sitara, Armani
splash, along with many other clothing companies, has been hurt by the recent
preference among young men for clothing like t-shirts and shirts with all type of design cutting
jeans, trousers and costom shirts. Before our industry their was a company named :Generra
Sports Wear Buyers said that although generra initially did well with Hypercolor - rainbowhued, heat-sensitive T-shirts and jeans - that was the only thing that was selling well in those
years. But the company came on fall and those colour changing cloths fashion came to end.
After several years we as Splash garments renewed that fashion and made with a marvelous
quality so that to gain attention of people.

COMPANY DISCRIPTION:

Splash garments wear company made several products based on hyper colour technology like
jeans, shirts of all kind, watches etc. From these products hypercolour shirts captured a lot of
markets attention due to technology used in it which surprised seeing it. As fashion updated day
by day more products were introduced which were quite appreciatable . Those color changing
shirts are from the 1980s. Now they have different versions of that by HYPERCOLOUR. The
Hypercolor shirts are available in a range of colors which change their hue at 31 degrees Celsius.
Let's be clear that these products are not luxury products. The other thing is that the company
doesn't at all anticipate their product appealing to people who like and know about our product.
Hypercolor shirts, the color changes when the temperature changes, only in the area(print on
shirt) where it changes, and then changes back when the temperature goes back.

EXECUTIVE SUMMARY:
The report explains the marketing plan for launching these products named
HYPER COLOUR SHIRTS.

For The Purpose We Have Explained The Marketing Ethics And Social Responsibilities. Then
We Have Contracted CRM Activity Of The Company To See Companys Market, Value and
Events. This Report Examine That This Product Is Initially Launching In Karachis Domestic
Market The Study Included Both Micro And Macro Environment. The Micro Environment Study
Focused On The Company, The Suppliers, The Marketing Intermediaries, The Customer
Markets, The Various Groups Of Public And The Competitors. The Macro Environment Study
Focused on the Demographics, Social and Cultural Forces, competition, family etc. It will be
introduce in the market with the help of various promotional display advertisements and
distribution of free samples to the general public and financial institution. Then we have made a
marketing mix strategy for our product. We have divided market into different segment and
decided to target customers of all ages. We have also paid special attention to packaging color
and price of the product. We have decided to place the product in all the markets of Karachi
specially college and universities. We will promote our product through various means of
advertisement.

We shall also conduct market survey in near future to know the opinion of the public
about our product and developed our product accordingly.

MARKETING ETHICS AND SOCIAL RESPONSIBILITIES:

The product is produced using high quality materials

Workers, especially those involved in the production process, are provided with specially
designed clothing/suits.

The price of the product is kept low.

Donates 10 percent of its profits to nonprofit organizations.

By treating employees fairly and ethically, companies can also demonstrate their
corporate social responsibility.

CUSTOMER RELATIONSHIP MANAGEMENT (CRM):

Customer Relationship Management (CRM) is a business strategy that is designed to
improve customer service. CRM is also aims to increase customer satisfaction, manage the best
customers effectively, and gain new quality customers, thus increasing a businesss profitability.

Consumer is the reason for our existence as a business.

We collects the customers data on monthly bases with the help big departmental stores e.g. parri
mall , Hyper star and Naheed super market by take the customer data we use for taking feedback
and with the help of this data we judging that where we stand and where we lacking and where
we should improve. Because of doing these activities we make the good customer relation with
our owner able customer. And we also catch the attention of new quality customers.

Customers Touch Points:

Customer touch points are any occasion on which customers encounters the brand and product.
Following are the customers touch points which our company uses for relationship of its
customers:

Marketing:
Outlet:
Outlets are very common in Pakistan and since this is a trend in the market so our
company used this way to reach to its customers.

Free Samplings:
To promote and let the people who have not yet tested the product companies use the
technique called free sampling. And have done free sampling to make sure that people are aware
of the product and also to get the feedback out of the customers to make sure if there are any lags
in the product.

Mission/vision statement:
Colours magic will always make you smile :)
Company mission and purpose:
Our mission is to to provide our customers with the best service, product quality
and designs for that we have built the industry's largest design team that have extra ordinary
capabilities and have unique and creative minds. Our company brand offers customers more high
quality clothing. Additionally, our companys machinery and workers are enable to produce over
10,000 decorated garments a day.

Company vision statement:

Our vision is to provide a great satisfaction and pleasure to our customers and in the
shortest we will be expanding our company onward by creating and connecting customers not
only within country but outside the country also and we have the knowledge and experience to
accomplish it. our product has the unique ability to meet the needs of consumers of every age

group - from infancy to old age, for satisfaction and pleasure,

Organization structure:

CEO/PRESIDEN
T

marketing and operational

manger
advetising and
promotion

financial and legal

manager
accounting

material handeling
administration

sales

research

communications

quality control

market
research

service process
development

customers
service

information
management

product development

Details abut the organizational structure:

enfourcement

first field is of the CEO OR PRESIDENT all the work/task assigning and all part of the
industry comes under this designation.

Then comes the managers under the main president. These managers are divided with
particular fields like :

marketing and operational manager:

The work of this manger is too look after all the workers under him in the field
of marketing and as well as operations.
The work of these people is like as shown above chart.
financial and legal manager:
the work of these mangers is to look after the financial data and legeality of all
work . which include research , accounting, administration communications etc. it has controls
over the material that are brought to the industry as the fators of production.
After the managerial level there comes the employees/labours that are assigned tasks as per their
particular skills and are enfourced to do all the task at the given time . FOR the better results
couple of labours are hired and are given special incentives.

Product mix:

It includes 4Ps i.e.

Product
Price
Place
Promotion

Product:
Hypercolour clothing is introduced first time in Pakistan which is produced by our
Industry.
Product strategy:

Develop the long term relationship with customers

Give values to the customers to delighting them
Do whatever it task not only satisfy the customers but retain our customers

In order to accomplish this objective, the company has established sales, marketing and support
teams.
Product variety:
Our product would be available in following variety:

T-shirts and shirts with printed/pressed designs and in different variety designs

In-future products

Jeans
Trousers
Watch
cosmetics

Quality:
High quality purchase would be our first priority. This would be ensured by

Logo:

Implementing high quality standards

Total quality management

Acquisition of high quality raw materials

Packaging:
Product units are packed in thick plastic bag having one side transparent showing
the shirts inside the bag so that customers have no problem while selecting the product.
The other side of the bag will have the page which will be showing the details of that
perticular product with a celebrity wearing our product (because people mostly attracts by
the celebrities which are their favorites and that paper will contain serial number, size,
brand logo, contacts and feedback details.
Size:
Our product is available in all sizes ie.
Kids(k)
Small(s)
Medium(m)
Large (l)
Extra large(xl)

 Price:
As an innovative product we have bit high price compare to others for taking
advantage of innovation and technology.
Pricing in Pakistan Rupees:

all fabrics cost

Rs/-150
technology materials Rs/- 300
Factory overhead Rs/- 100
Expenses
Rs/-30
Packaging bags
Rs/-20
Retailer margin
Rs/- 50
Profit
Rs/- 50
o Total price
Rs700/-

According to our above pricing plan we have decided to offer the product to customers at Rs.-/999.The
price is very much compatible and offer is substantial enough to grab a large percentage of market shares.
Pricing strategy:

Our pricing strategies for the product are for total cost, which include custom service
and other expenses. The price should be set at moderate level in order to attract a large
number of buyers and to gain large market share.

Promotion:

As we are in the introductory phase our objective is to create brand awareness through
informative advertising.
Use of Print media, Radio advertisement, hoardings in major public spot, sample
distribution at mall and TV commercial
Promotion strategy:
Actually the promotion is the first step when we are launching a product. But we
make its strategy in last because we want our good image in the mind of our customers.
So that they will buy only our products and be loyal to our product.
Criteria for promotion:
Our main objective to provide

Awareness
Knowledge
Liking
Preference
Purchasing

Benefits:
Following are the additional
benefits which are offering to the
customers to give them values:

Purchase three identical items &

get one free.

If you purchase more than 10 then you would able to participate in lucky draw for
following:

Samsung galaxy
LCD
Rs.50000

Major sources of promotion:

Media Promotion:

Electronic media
Print media
Cable network
Billboards

Place:
Expanding its reach in the
clothing service industry by
securing placements by
making outlets for customers
which will be mostly in
shopping malls . except this
we will be making stalls in
every market to attract
customers by its colours and

technology specially in or near by schools, collages and universities. We will also be providing
our toll free number for any orders dilivary.

Target Market and Segmentation:

It includes these factors

Perception

Gender

Motivation

Age

Attitude

Education
Marital
Status

Life style

MICRO ENVIRNOMENT:
It includes those components which can be control or manipulate from the inside of an
organization.

Some of the components are affected on the internal environment means micro environment of
the company which is discuss below:

The Company:
The company refers to the internal environment. It includes top managements, finance, R&D,
operations, accounting, and purchasing departments. Each of these departments plays a very important
role in making the marketing strategies and decisions..

Suppliers:
Suppliers are the persons who provide the raw materials to the companies to produce the finished
goods. The suppliers of the company play a very important role in the micro environment because the
even slightly delay or change in receiving the raw material to the suppliers can be the result in customers
dissatisfaction.

Marketing Intermediaries:
Marketing intermediaries are the persons, who help the company to promote, sell and distributes
its products and services to its end users or final consumers. Marketing intermediaries refers to the
physical distributed firms, resellers, financial intermediaries and the marketing services agencies. The
resellers are the persons who grasp and sell the firms products and services.

Competitors:
It includes the organizations homogeneous commodities for the goods and services. To remain in
the competitive firms should examine that who is the biggest and healthy competitors in the market and
are while considering its position and own size in the co-operate world.

Customers:
There are the various kinds of the customers market. It includes business markets, resellers
markets, consumer markets, government markets etc. The consumers market is made up of the
individuals who can buy products and services for their personal use or the use of their households. The
business markets are those types of markets in which person can buy products and services for the use in
the producing for their own goods to sell in the market. Resellers markets include business transactions
that purchase the goods and services for the profit. Government markets are those types of markets that

the government agencies to buy goods and services to manufacture the public services or to transfers the
products who want that goods.

MACRO ENVIRONMENT:
Demographics:
Age:
Briefly, we can say that our product is popular among every age group. This is
because of latest fashion now a days.
Gender:
Or product is popular among men and women both of them enjoy it.
Location of residence:
Hypercolour shirt is not available everywhere right now. It has been first
introduced in Karachi where education and awareness level is relatively high and people
willingly go for the latest fashion with new innovation and high quality fabrics.
Competition:
Since it has been first introduced in Karachi and there are many companies which are
producing garments/clothing but our product will fetch the good market as this is a new concept
for our country and we have only vendors as competitors but packaging of product is our plus
point.
Social and Cultural Forces:
First of all, we have to define what society is. Society is all about people in general, living in
communities. Then we have to know what culture is. Culture is basically the customs, beliefs,
way of life, and social organization of a particular country or group. Now we have to see how
and in what ways the cultural and social forces affect the marketing.

Psychographic:
The basis of such segmentation is lifestyle of individuals. The individuals attitude,
interest, value help the marketers to classify them into small groups. Hypercolour clothes
provides people to buy it for many activities and occasions such as parties, picnic, sports wear,
custom cloths and other events. Consumer adopts the trend of changing lifestyle because of
modern facility as well as globalization.
Believe & Perception:
Quality of work life is very safer & environmental friendly which makes a great image &
perception towards people

Promotion Strategy:
Actually the promotion is the first step when we are launching a product. But we
make its strategy in last because we want our good image in the mind of our customers.
So that they will buy only our products and be loyal to our product.
Criteria for promotion:
Our main objective to provide

Awareness
Knowledge
Liking
Preference
Purchasing

Benefits:
Following are the additional benefits which are offering to the customers to give them
values:

Purchase three identical items & get one free.

If you purchase more than 10 then you would able to participate in lucky draw for following:

Samsung galaxy
LCD
Rs.50000

Sales promotion activities can be targeted toward

final buyers (consumer promotions), business
customers (business promotions), retailers and

wholesalers (trade promotions) and members of the sales force (sales force promotions). Here are
some typical sales promotion activities:
Consumer promotions

Point of purchase display material

In-store demonstrations, samplings and celebrity appearances

On-pack offers, multi-packs and bonuses

Loyalty reward programs

Business promotions

Seminars and workshops

Conference presentations

Newsletters

Event sponsorship
Trade promotions

Reward incentives linked to purchases or sales

Reseller staff incentives

Competitions

Corporate entertainment

Bonus stock
Sales Force Promotions

Commissions

Sales competitions with prizes or awards

Positioning:
Situation:
The market has enough brands in clothing field but the technology, features and fabric used is
something unique which was introduced first time and none of the compititors has brought this thing yet.

Objective:
The objective is our vision is that to make this product worldwide and market this as for all
generation with unique fashion.

Strategy:
Our strategy is to target the young generation by offering our product and we will also targeting
other people like means the office people, workers,the custom shirts for other brands and also the brand
conscious and fashion lovers to attract towards our product.

Actions:
The action we took is that we 1st advertise our product and take feedback about it. By this we
exactly know that our product is beneficial for population or not.

Advertising:
advertising uses mass media as a medium to promote brands and reach out to target
consumers. This advertising is usually aimed towards a large number of audiences and is much
more effective, when the target group is very large and difficult to define. This technique majorly
employs TV and radio advertising, print advertising and internet banner ads. Assuring of the
widest reach ATL advertising is often the most preferred form - the reason why media agencies

fiercely compete for prime time spots in T.V, Radio and appropriate page and size in print or
web.
However, changing customer preferences and choices started taking about promotions,
which became more than often a customary and too-conventional form of advertising. To reach
consumers directly through alternative forms of marketing other than traditional advertising
channels used an unconventional and direct form of marketing communication. These include
activities such as distribution of pamphlets, handbills, stickers, promotions, brochures placed at
point of sale, on the roads through banners and placards.
we do want our cities wall are clean thats why we take the wall chucking decision and we
provide the paints and other martial for wall chucking to the fine arts students of different
universities and this activity also come in our CSR program..
Control:
Product is controlled by our sales man who distributes and takes feedback online from them. And
we start our stalls and campaign to advertise and make awareness about it.

Pricing strategies:
We have kept
Market-penetration price
It is in which we set a low initial price in order to penetrate the market quickly and deeply to
attract a large number of buyers quickly to gain market share.
Good-value pricing
It is in which we offer the right combination of quality and good service to fair price. Existing
brands are being redesigned to offer more quality for a given price or the same quality for less
price.

Discount and allowance pricing

Discounts are given when costumers buy product in bulk quantity reduces prices to
reward customer

Bulk quantity buyers that buy our product to sell it will be given the special discount rates
so that to make profits.

Good-value pricing offers the right combination of quality and good service to fair price

Existing brands are being redesigned to offer more quality for a given price or the same
quality for less price

Tactics:
Product:
Our product is with different varieties in different packing . (different sizes in different packging)
Price:
Our price is competitive with the price of other brands which are available in the market.
Places:
Being a clothing product and cheap in price it will available everywhere (Niche Marketing).
Promotion:
To promote our productwe are having commercial ads and we have different campaigns in
schools, colleges and universities because students are our main target market segmentation

Marketing channels / distribution mix:

Distribution reviews:
To assure the availability of its product * HYPERCOLOUR * clothing has established
affective dealer network
The main target of these product is KARACHI and LAHORE. The distributors are the
most reliable distributor in the region

Details:

First the main is that raw material is provided to producer

then it is passed to packaging area

from packaging area to the supply chain management

then is distributed to SPLASH GARMENTS outlet

then the rest is passed to wholesellers

then to different markets in city and also diliver direct to consumer through online
shopping.

SWOT ANALYSIS
Strength:

have an affordable price

high quality of material used

quality of printing is not faded or broken easily

great impact on costumers due to latest most fashioned and well designed outlets.

The main thing is that it has no expiry

Unique technology used

Weaknesses:

consumer could possibly be un interested in buying our product

many compititors sell similar product (except technology used)

lots of weeknees in delivering product like transport expense

Opportunities:

Online market

Innovation

New services/products

The main opportunity will be that if our products will give us good response we will be
opening more outlets, branches so that the costomer could easily visit.

Moreover, we will be introducing new products based on hyper colour.

Threats:

Change in tastes

Political/economic risks

Substitute products

Compititors analysis

Product

Male, Female, Kids

Male, Female

Fast Fashion (up-to-the minute

trending wear produced in
weeks)

Trendy and practical wear

~70% Basic and ~30% Dressy

Designer style at non-designer

prices

Price

Distribution

Mass-tige

Mass-tige

(Luxury for the mass)

(Luxury for the mass)

Exclusive Distribution:

Selective Distribution:
4 Departmental Stores,

7 Retail Outlets, only in town

8 Retail Outlets, both town and
neighbourhood

promotion

Website

Website

Facebook

Facebook

Window display

Print advertisement

Store location as marketing

strategy

Celebrities Endorsement (e.g.

Penelope Cruz)

(No campaigns, advertising,

Manifolding shows with

designers

celebrity endorsement)
Consistent black and white

theme

Splash garments

The world of retail is flooded with hundreds of companies, but few have yet to be
noticed like SPLASH GARMENTS. Pakistani pople have much craze about fashions like of
cultural, occasional, brand conscious etc. for these people many fashion industries came into
being to make their costomers fashionate. Those included splash garments industry, founded
in 2015. Like a handful of other companies in pakistan, such as gul ahmed, sitara, Armani
splash, along with many other clothing companies, has been hurt by the recent
preference among young men for clothing like t-shirts and shirts with all type of design cutting
jeans, trousers and costom shirts. Before our industry their was a company named :Generra
Sports Wear Buyers said that although generra initially did well with Hypercolor - rainbowhued, heat-sensitive T-shirts and jeans - that was the only thing that was selling well in those
years. But the company came on fall and those colour changing cloths fashion came to end.
After several years we as Splash garments renewed that fashion and made with a marvelous
quality so that to gain attention of people.

COMPANY DISCRIPTION:

Splash garments wear company made several products based on hyper colour technology like
jeans, shirts of all kind, watches etc. From these products hypercolour shirts captured a lot of
markets attention due to technology used in it which surprised seeing it. As fashion updated day
by day more products were introduced which were quite appreciatable . Those color changing
shirts are from the 1980s. Now they have different versions of that by HYPERCOLOUR. The
Hypercolor shirts are available in a range of colors which change their hue at 31 degrees Celsius.
Let's be clear that these products are not luxury products. The other thing is that the company
doesn't at all anticipate their product appealing to people who like and know about our product.
Hypercolor shirts, the color changes when the temperature changes, only in the area(print on
shirt) where it changes, and then changes back when the temperature goes back.

EXECUTIVE SUMMARY:
The report explains the marketing plan for launching these products named
HYPER COLOUR SHIRTS.

For The Purpose We Have Explained The Marketing Ethics And Social Responsibilities. Then
We Have Contracted CRM Activity Of The Company To See Companys Market, Value and
Events. This Report Examine That This Product Is Initially Launching In Karachis Domestic
Market The Study Included Both Micro And Macro Environment. The Micro Environment Study
Focused On The Company, The Suppliers, The Marketing Intermediaries, The Customer
Markets, The Various Groups Of Public And The Competitors. The Macro Environment Study
Focused on the Demographics, Social and Cultural Forces, competition, family etc. It will be
introduce in the market with the help of various promotional display advertisements and
distribution of free samples to the general public and financial institution. Then we have made a
marketing mix strategy for our product. We have divided market into different segment and
decided to target customers of all ages. We have also paid special attention to packaging color
and price of the product. We have decided to place the product in all the markets of Karachi
specially college and universities. We will promote our product through various means of
advertisement.

We shall also conduct market survey in near future to know the opinion of the public
about our product and developed our product accordingly.

MARKETING ETHICS AND SOCIAL RESPONSIBILITIES:

The product is produced using high quality materials

Workers, especially those involved in the production process, are provided with specially
designed clothing/suits.

The price of the product is kept low.

Donates 10 percent of its profits to nonprofit organizations.

By treating employees fairly and ethically, companies can also demonstrate their
corporate social responsibility.

CUSTOMER RELATIONSHIP MANAGEMENT (CRM):

Customer Relationship Management (CRM) is a business strategy that is designed to Sales

and financial data:

Conclusion: