ZAMBEEL

There is Something
for Everyone

LETTER OF
ACKNOWLEDGEMENT
completing
a course as comprehensive

Explicitly
as
Marketing Management, I owe a debt of gratitude to my
teacher, Mr. Shahid Zaki. I have been greatly aided by
him, through out the semester.
In addition to this, while developing this report I was
provided with all the required information and guidelines
by Miss Sumaiya Ansari. Without her support, my
report would not have been possible.
I therefore is greatly appreciative for the wonderful
support that I have received from Mr. Ejaz (Aijaaz) and
Mr. Shamon Sultan(Khaadi).
I have also been fortunate enough of doing this plan at
my own.
Faithfully
Syed Ahsan Ali Shah
2007-1-05-7581
MBA - MM

What is Zambeel?
Zambeel is an existence idea of reviving the craft of hand woven
fabric and designing trendy clothes according to the needs of the
people of current era. Zambeel will make its own niche with its
large palette of colors, finesse of the hand-woven fabric itself and
an overwhelming range of products. Zambeel only works with
natural fibers such as Cotton and Silk.
From a small number of weavers, Zambeel has going to start
manifold, with numerous able hands crafting a wide array of
products. Zambeel has its own dyeing unit, where all the thread is
dyed to keep the quality of the thread up to the mark. Zambeel
has an in-house stitching unit as well, which facilitates the
designers to create new designs in the products.
Zambeel has a fully equipped design studio, with a team of highly
trained designers, who make sure they bring out their best in their
work, in order to make their products stand out.
All the designers are graduates of Indus Valley School of Art &
Architecture & Asian Institute of Fashion Designing, majoring in
Textile & Fashion Design. Since they are all acquainted with each
other, because of the school itself, the working environment of the
design studio is quite welcoming.

Its Inception

Every individuals dream is to be able to make his simple

idea into a successful actuality. Where you have Khaadi,
Deepak Perwani, Maria B. and Mantra, Zambeel will
definitely make its own comfortable place in the market
within its trendy outfits.

However, like any new venture there will be some glitches

and hurdles. Zambeel will open its doors on Karachis
Zamzama Boulevard. After the successful launch it is
commonly possible that Zambeel will go back to his roots
and brings on board more people from the Indus school of
Fashion from where the most of its designers have done
their graduation.

Situation Analysis
Zambeel is entering in its first year of operations and marketing
will be the key to the development of brand and product
awareness as well as the growth of the customer base.
Zambeel offers several hand woven clothes of different designs.
Its currently working on the direct-to-customer approach which
will allow it to achieve higher margins and maintain a close
relationship with the customers and which will help Zambeel to
produce products which have the actual market demand.
Market Demographics

Zambeel possesses good information about the market of hand

woven clothes and knows a great deal about the common
attributes of the most valued customers. This information will
be leveraged to better understand who is served, what their
specific requirements are and how Zambeel can better
commune with them.

Segmentation Targeting and

Positioning
Segmentation is the process of dividing the total market for a good
or service into several smaller, internally homogeneous groups.
In terms of clothing, the market can be segmented into four broad
categories i.e. buyers primarily seeking:
High quality
Reasonable price
Convenience
Fashion

Since Zambeel believes in customer orientation, it segments its

market on the basis of above categories using niche marketing.
A market segment consists of a large identifiable group with in a
market with similar wants.
Based on the above categories they can easily segment their
market.
MASS MARKETING

SEGMENT MARKETING

NICHE MARKETING

MICRO MARKETING

Pattern of Market Segment

If we plot the key areas of concern of the
people of this segment, we find out that
mostly the people falling in this segment are
primarily concerned with two basic factors.
We pointed them out to be:

High quality
Stylish or fashionable

This makes it a segment with homogenous

preferences. i.e. consumers have roughly
similar preferences. So we could predict that
existing brand would be similar and cluster
around the middle of the scale in both quality
and style.

Targeting
Not all segmentation is useful. To be useful, Zambeel has ensured
that its segmented market is:
Measurable: The size, purchasing power and characteristics of the
segments can be measured.
Substantial: The segments are large and profitable enough to serve.
A segment should be the largest possible homogenous group with
going after with a tailored marketing program. It would not pay, for
example, for an automobile manufacturer to develop cars for people
who are less than four feet tall.
Accessible: The segments can be effectively reached and served.
Differentiate: The segments are conceptually distinguishable and
respond differently to different marketing-mix elements and
programs. If married and unmarried women respond similarly to a
sale on perfume, they do not constitute separate segments.
Actionable: Effective programs can be formulated for attracting and
serving the segments.

Geographic
After analyzing the market profile, Zambeel has
situated its outlet in location, which are accessible to its
customers fulfilling one of the broad categories
explained earlier. With such a view in mind, Zambeels
outlets is located in zamzama in Karachi.

Density: Urban, Sub-urban, and Rural

Region
:
Karachi

Demographic:
Zambeel segments its market on the basis
of a wide number of vital statistics such as
age, income, social status and education.
It started its operation in Karachi, which is
the most affluent city in Pakistan.

Zamzama

Gender

Demographic
Segmentation
Male and Female (both)

Age

0-5, 6-10, 11-15, 16-20, 21-25, 2630, 31-35, 36-40, 41-45, 46-50, 50
plus.

Social Class

Lower-lower, Upper-lower, working

class, middle Class, upper-middle,
lower-upper, upper-upper.

Income

0-10,000, 10,000-15,000, 1500020000, 20000-30000, 30,000-40,000,

40,000-50,000, 50,000 plus

Occupation

Professionals, craftspeople, farmers,

students, Working class, top
executives, and clerical sales.

Psychographics
Psychographic segmentation is based on a number of dimensions
such as life style, personality, characteristics and values. With
respect to Zambeel, we are basically divided into different segments.
People seeking traditional yet unique designs and originality.
People with preferences to unique colors.
People on the look for chic and trendy upholstery
It is considered to be one of the preeminent options available for
various items made of fine and high quality material

Moreover, psychographic variables are:

Lifestyle

Culture oriented, sports oriented,

outdoor, Fashionable, out-going,
achievers.

Personality

Compulsive, gregarious, authoritarian,

ambitious

Consumer Behavior
For our target audience, which is upper and upper
middle class, the buying behavior of ZAMBEEL is
variety seeking Buying Behavior in which there is low
involvement and significant brand differences. The
reason why it is low involvement is because, for its
relevant target audience, less is at stake. Since, in
case of involvement, its the stake that matters and not
the price. Here, consumers often do a lot of brand
switching and this is the main reason we choose the
product without doing much evaluation.
High Involvement

Low involvement

Significant differences
between Brands

COMPLEX
BUYING
BEHAVIOR

VARIETY
SEEKING
BUYING
BEHAVIOUR

Few differences
between Brands

DISSONANCEREDUCING
BEHAVIOR

HABITUAL
BUYING
BEHAVIOR

Factors Influencing Buying Behavior of

Zambeel
Cultural Factors

Culture is the most fundamental determinant of a persons wants

and behavior. Pakistani culture is exposed to the social
stratification of classes, which show distinct brand preferences in
many areas, one of which is, clothing. They reflect income,
education, areas of residence etc. which is why ZAMBEEL has its
outlet in posh area.

Social factors

In this factor the consumer is

much more influenced by the
reference groups, which include
family,
neighbors,
friends,
colleagues etc. So if you come
across someone in your social
circle wearing a Zambeel dress, it
will trigger in you, the need to
buy one for yourself as well. Plus,
people choose products that
communicate their role and
status in society.

Reference group

Family

Roles and statuses

Personal factors
These factors include age and stage in the life
cycle, occupation and economic circumstances,
lifestyle, personality and self-concept. All these
factors play a very important role in the
purchase of anything, be it clothes even. A
persons sense of dressing tells a lot about his
personality, which is why people are often very
conscious about it. For example, a young
female, of around 22 years of age, belonging
to a respectable family, eligible for marriage,
would definitely want to dress up well and look
good.

Age and stage in the life

cycle

Occupation and
economic circumstances

Lifestyle

Personality and self

concept

Motivation

Psychological Factors
Motivation, perception, learning, beliefs and
attitudes are key factors that can influence a
need in personality. A belief is a descriptive
thought that a person holds about something.
Having to afford, family status etc, could be
the prime factors that lead to the purchase of
Zambeel clothes.

Perception

Learning

Beliefs

Attitudes

The Stages in Buying Decision Process of

ZAMBEEL products
Problem /
Need
Recognition

Step 1: The buying process for Zambeel clothes

starts from the point where a person desires for
apparel/accessories that would represent his/her
status and fulfill the need.
Step 2: Consumer then starts looking for the
available options everywhere. Through personal
sources, commercial sources, public sources, and
experiential sources.
Step 3: Consumer then evaluates the available
alternatives on the basis of his/her requirement.
Step 4: Consumer then makes the final purchase
decision.
Step 5: When the consumer uses the products,
he/she may or may not have the post purchase
dissonance. In case of no dissonance, if the
consumer likes the product he might stick to the
brand and wait for the next prints and designs, or
might switch to some other brand, for the sake of
variety.

Search for a
product

Evaluation of
alternatives

Purchase
Decision

Post purchase
behavior

Market Needs
Zambeel is providing the hand woven community with a wide
range of variety. Company seeks to fulfill the following benefits
that are important to its customers
Quality craftsmanship:
Every one work hard for its money and usually do not enjoy
spending it on disposable products that are not durable and
even stylish.
Well-thought-out designs:
The clothes of hand woven market is still not been addressed
by well-though-out products. Zambeel industry experience and
personal dedication to this market will provide it with the
needed information to produce high quality products
Customer Service:
Exemplary service is required to build a sustainable business
that has a loyal customer base.

SWOT Analysis
The following SWOT analysis captures the key strengths and
weaknesses with in the company and describes the
opportunities and threats facing Zambeel.
Strengths:

In-depth industry insight and knowledge.

Practical, artistic and creative product designers.
The use of highly efficient, flexible business model
utilizing direct customer sales and distribution.

Weaknesses:
The dependence on outside funds required to develop
the business.
A short of sellers who can work face-to-face with the
customer to generate brand and product awareness.
The difficulty of developing brand awareness as a startup company.

SWOT Analysis
Opportunities:

Chipping in within an increasing industry.

The capability to influence other industry

participants
marketing efforts to help grow the common market.

Threats:
A fall in the economy that might have a depressing
effect on peoples spending of optional income on these
products.
Expected latent competition from an previously
established market contestant.

Mission Statement
As the organization is still in early years of its life and quite juvenile we
dont have a formalized mission statement as yet. Zambeel believes
that:

escalation and modernism is important

and you have to grow at all times;
once you stop growing and innovating,
you will be vanished
However, Zambeel does have a number of goals that it wants to
achieve. The first would be that it does not want to be treated like any
normal, off the shelf designer boutique, but rather a fashion house,
where the core idea of the business is not only emphasized by the
design but rather the quality of the product itself. That will be the base
of the existence of Zambeels future success. Another goal to be
accomplished is to be the first to offer any product that can be made
by the actual handloom process.

Value Defined
It is the difference between the total customer benefits and total
customer cost.

Value to the customer

Zambeel guarantees its customers definitive quality and value;
we also offer services consequently.
We dont want to keep any customer dissatisfied hence if one
has a problem with a particular piece of merchandise bought
from here, we offer exchanges. Special attention is paid to such
consequences so that such incidences do not repeat in the
future.
In the area of Kurtaas and shirts etc, we also offer custom
made, made to order products specially designed to fulfill
individual needs. A customer has the option to choose from the
wide range of materials available, and personal choices are
satisfied.

Benefits
Image

Trendy, colorful, stylish

quality driven clothing

Cost
Monetary
Cost

Price of different products

available at the outlets
Efforts made to make the
purchase

Personality

Cultural personality, which is

colorful, full of life

Energy
Cost

Service

Ordering ease
Shop on the web
Made to order clothing to suit
personal needs

Time
Cost

Product

Khaddar
Handloom fabrics
Kurta / Shalwar Kameez
Accessories
Jewelry
Three piece famine suits

Brand

Psychological

Cost

Time spent for the search of a

good, quality driven trendy and
stylish clothes and accessories.
Delivery time
Satisfaction / dissatisfaction

Zambeel

Zambeel believes that the female sex is more inclined towards fashion and they
know where to spend and what to expect in turn for their money. This belief is
evident as our designers focus more on feminine merchandise. It not only offers
feminine patterns and motifs but female handbags, short kurtas and other
accessories such as wallets and folders.
Zambeels management comprises of textile designers rather than dress designers.
Their focus is on innovation and difference rather than the cuts and shapes of their
shirts and kurtas.
Short shirts and Kurtas are the specialty at Zambeel. Each design at Zambeel is
produced in a limited quantity and then discontinued for individuality.

Value to the Industry

Textile occupies a pivotal role in the Pakistani economy being
the largest industrial manufacturing sector contributing well
over 60% of the country's total exports, making it the world's
tenth largest textile exporting country.
Pakistan's fashion industry has been through a tremendous
uplift during recent years with the advent of an increased
exposure of the local producers into international markets.
With a keen eye on future fashions, the new lot of stylists and
designers are sending ripples in the global markets with their
originality and creativity.
Zambeel provides value to the industry by offering a selection
of finest fabrics, designs and quality in Pakistan. Zambeel will
be become one of the most eye-catching shalwar kameez
collections ever seen in Pakistan (INSHALLAH). Zambeel offers
a unique look combining vibrant colors along with delicate
needlework and stunning shawls.

Value to the Company

Zambeel has a fully equipped design studio, with a team of highly trained
designers, who make sure they bring out their best in their work, in order to,
make their products stand out.

Zambeel, which is managed by fashion and textile designers, who personally

sees through all the designing and quality manufacturing of handloom fabrics
and other products.

In store, Zambeel employs educational, well trained sales people, who

carefully read every customers sense of style and what is he or she looking
for, and help them through in making the final choice.

Zambeel cash control system, is fully equipped with high tech laser reading
technology. Such a system not only saves the valuable time of customer, it
also helps in making the whole cash collection and disbursement system
transparent.

Company also maintains its online store, at <www.zambeel.biz>, which

has all the latest designs and trends available in 3D mode, so that the
customer can effortlessly browse through them and select whichever suits
them.

Value Delivery network

ZAMBEELS raw materials for cotton are obtained from international
sources that are China and Dubai. In order to maintain the high
quality of our products, Zambeel emphasizes on purchasing only
high graded cotton threads. Zambeel is on a look out for an
optimum deal that offers both, quality and affordability. Thus, we do
not have links with permanent suppliers. As for silk, Zambeel also
turns to China for replenishment of its silk resources.
From a small number of weavers, Zambeel has now expanded
manifold, with numerous able hands crafting a wide array of
products.
Zambeel has its own dyeing unit, where all the thread is dyed to
keep the quality of the thread up to the mark. Zambeel has an inhouse stitching unit as well, which facilitates the designers to create
new designs in the products.
After the product is ready, it is distributed in the outlets of Zambeel
for final purchase. This is how Zambeels value delivery chain is a
representation of their value delivery system.

Value Delivery Network

Cotton Yarn (fabric) and
Cotton Threads (fiber)
imported from China
and Dubai

Local weavers
and crafters

Zambeels dyeing unit

Zambeels
In-house stitching

Zambeels retail outlet

Consumers

Core Competencies

ZAMBEEL makes sure that the local as well as international

vendors are ISO certified so as in order to obtain the best
quality raw materials. Doing this, will increase the value for
the customer, company and industry as well.
Up-to-date the company is importing almost all of the raw
materials from international markets. Therefore the
company try to obtain more raw materials locally and
import less thus enhancing value to the entire chain.
Before expanding its business, Zambeel always reengineer
its businesses by implementing core business processes
such as New product realization and Customer Service.
We increase the value to the customer, by adding social
benefits through working towards increasing social bonds
with customers by individualizing and personalizing
customer relationships.
ZAMBEEL gives financial benefits to its customers by
offering frequency marketing programs in which rewards
are provided to customers who buy frequently and/or in
substantial amounts.

Michael Porters Five Forces Model

External Analysis: Introduction
The hand woven clothing industry has many different players that
offer a wide range of products and services. The clothing industry
has done rather well, but they are trying to capitalize even more by
offering online shopping and mail orders. The following section will
be an in-depth discussion on Michael Porters Five Forces Model,
covering the topic areas of, barriers of entry, rivals, substitutes,
suppliers and buyers. After taking a closer look it will give a better
understanding of the industry as a whole and the role that Zambeel
plays in it.

Threat of Entry

Zambeel has a definite threat of entry because it would not

be overly difficult for a company to come in and start a new
clothing line, but they would not have the knowledge and
brand recognition that Khaadi and other designers have
established over the years. Khaadi does not have any
economies or diseconomies of scale. This is due to the fact
that they are not in charge of their production process
because it is handled professionally; therefore, they do not
gain any benefit from having a higher volume of production.
The initial cost of starting is very high to compete with the
current market players like Khaadi and other different
designers.
No brand recognition.
The procedure of weaving is very time consuming, which also
includes a great deal of precision and detail especially with
natural fibers.
The threat from a major new entrant would be relatively
difficult to establish unless consolidation takes place.
Continuing industry consolidation of holding companies will
make it easier for small clothing lines to compete with.

Threat of Rivals

Zambeel has a large threat of rivals because

there is such vast arrays of clothing stores that
are in the same business.
Zambeel has more then 15 close competitors with
Khaadi, Aijazz, Khaamta and Sana & Safinaz
being the top four.
Zambeel has managerial know-how and very less
brand recognition, they do still have a lack of
product differentiation.
Our rivals have their outlets in different parts of
even Karachi on the other hand Zambeel is going
to start its business from a single store.
Wide areas of competition and a potential merger
of acquisitions.

Threat of Substitutes

The products and services that they offer meet

approximately the same as the other market
players are offering.
Zambeel has a threat of substitutes ranging from
expensive high fashion clothing to cheap knockoffs located at discount retailers.
Most of the consumers in this area are switchers
so again the threat is very high.
Zambeel has their own unique design to all of
their apparel, but it is not differentiated enough
to skyrocket its prices and is not produced cheap
enough to sell at a discount.

Threat of Suppliers

There is not a small number of firms located within

the industry and the suppliers are not selling highly
differentiated products.
Zambeel wants to ensure the highest quality
products and that the fair labor standards are
maintained so they select business partners that
share their ethical practices and standards.
Zambeel should establish a comprehensive Labor
Practice Program to better monitor for compliance
and encourages ethical behavior.
Zambeel will lose control over their suppliers when
it to comes to them being threatened by
substitutes. Suppliers cannot take advantage of
their position and attempt to extract economic profit
from the firm because if they did, then Zambeel
would simply go to a different supplier firm.

Threat of Buyers

Customer is fairly segmented and categorized in

this area.
Zambeel do not have a small number of buyer, but
they have very particular target market that shop at
their stores quite more often than others.
They are still essentially the same goods that
customers could get at their competitors.
The buyers do not have the ability to become both
buyers and rivals and lock in a certain percentage of
an industrys sales.
Zambeels competitors that offer knock-off items
can sell their lower quality items for cheap.
Zambeel stresses its customer service and brand
recognition in an attempt to give them an edge over
the competition; however, this could be replicated.

Competitive Strategies
Through Vertical Integration

ZAMBEEL again proves its distance from other designer labels by

integrating vertically. Where Deepak Perwani and Maria B. might
buy cloth and then stitch it, Zambeel actually creates its own cloth
and gives them different cuts that are simple yet elegantly
composed.

Direct Competition
Khaadi
Aijaaz
Khaamta
Sana and Safinaz

Other designers have also come up with similar concepts of handlooms for
example, Khaadi has also his own hand woven fabric line and it has 60%
of market share right now. More and more people are coming up with such
ventures but this is only more favorable to Zambeel as people notice the
difference in value, superiority and excellence we are offering. Hence, people
come back to Zambeel for more. An example like this is Khaddi which is a
similar concept and the outlet is also located near Zambeels outlet at
Zamzama; but there is no comparison between the sales of the two.

The procedure of weaving is very time consuming, which also

includes a great deal of precision and detail especially with natural
fibers. Zambeel not only revived the handloom business and
redefined khaddar but it also started off Naqshi; the technique
which is revived from the Mughal era. Fabric of Naqshi is pure silk,
either soft or organza silk depending on the yarn being used.

Indirect competition
Deepak Perwani
Jazib by Monia Farooqui
Maria B
Hasan Shahreyar Yaseen
Sonia Batla
Nomi Ansari
Munib Nawaz
Local, cheap priced products by unknown manufacturers
Variation, uniqueness and inimitability are the factors that form the essence
of Zambeel. These days the local markets are flooded with low quality and
cheap priced Zambeels joras. These are the machine made, low quality
look-a-likes sold to people, deceiving them as these are neither hand-made,
nor do they provide variations in designs.

Zambeel is planning that it was very important to have separate outlets for his
products and that the working area must be clearly defined. We want to bring all
the weavers into work at one central location.
Everybody who is in the business are mostly operating out of their own homes and
designers and weavers also prefer to stick to their own shops. So this is exactly
what Zambeel doing it allocates a central space for the weavers to work from and
this
is
how
it
starting
off.
Zambeel is following market leaders strategies and thus aim at maintaining and
further expanding its market share.

Flank strategy
In an industry, different companies are under the influence of offensive warfare,
treating each other as enemies. The enemys weak spots are natural targets. This
leads to flanking which is further directed into Geographical or Segmental
dimensions.
A glimpse of Zambeels strategies throws light on their Segmental Flank Attack.
This is due to the reason that Zambeel is serving certain uncovered market
needs/segments.
Zambeel believes in modern marketing with a purpose to discover needs of their
target audience and satisfy them. In order to do so, Zambeel identifies shifts in the
market segments and attempts to fill the gaps caused by them. This in turn gives
Zambeel the opportunity to develop strong segments.

Defense strategy
The defense strategy of Zambeel is that of
Positioning. We are going to position ourselves in a
way that provides us with superior as well as
unique outlook in the consumers minds. The flanks
used by Zambeel compliments its positioning
strategy as the center of attention is their
unstitched material along with stitched kurtis for
both the genders. In spite of the fact that Khaadi is
the market leader, it applies flanks such as
accessories pertaining to women wear like sandals
and purses, home-textile items such as bed-linens,
table mats, place mats, floor mats and other items
such as albums, folders and note-books.

Marketing concept of competition

Deepak Perwani

Sana & Safinaz

Purchase
Clothes

Share
Feelings

L
M oc
an al
uf
t.

ZAMBEEL

Wear
Clothes

Feel
Satisfied

Khaamta
Hasan Sheharyar

Ba
tla

i
m
o
N

ri
a
s
n
A

Maria B

Munib Nawaz

J
az
ib

Khaadi

S
on
ia

Aijaaz

The marketing concept

of competition reveals
a broader set of actual
and potential
competitors. In
Zambeels competitor
map, in the center is
the listing of consumer
activities. First outer
ring lists Zambeels
main competitors and
the second outer ring
lists indirect
competitors. This
highlights both the
opportunities and
challenges Zambeel
faces.

Group A
Khaadi

Quality

Group B

Aijazz
Khamta
Sana & Safinaz

Group C

Deepak Perwani
Maria B

Group D
Low

Zambeel has four strategic

groups based on product
quality and level of vertical
integration.
Khaadi is Zambeels main
rival having highest product
quality, in second group we
have three companies who
has quality lower then the
company of Group A. The
remaining two groups have
different companies based
on their product quality.

High

Vertical Integration

Sonia Batla
Munib Nawaz
Local Manufct.

High

Low

Competitive Strategies &

Market Leader
Currently Khaadi is the market
leader capturing the market of
hand woven clothes with the
highest market share of 60%.
Aijazz, Khaamta and Sana &
Safinaz
called
market
challengers are competing with
having the total share of 20%
of the market. Remaining 20%
share of the market is captured
by
market
followers
and
market nichers having the
percentage of 15 and 5
respectively.

60%

Leader
Khaadi

Challengers
20%

15%
05%

Aijazz
Khaamta
Sana & Safinaz

Followers

Deepak Perwani
Maria B

Nichers

Local Manufacturers

Customers ratings of competitors on

key success factors
Customer
Awareness

Product
Quality

Product
Availability

Technical
Assistance

Selling
Staff

Khaadi

E
F

Aijazz

G
G

P
E

Khaamta

Sana & Safinaz

Note: E=Excellent, G=Good, F=Fair, P=Poor

Market Share, Mind Share & Heart

Share
Market Share

Mind Share
2006

2007

Heart Share

2005

2006

2007

2005

2005

2006

2007

Khaadi

47%

52%

60%

35%

41% 50% 51%

55% 57%

Aijazz

31%

27%

22%

40%

40% 36%

22%

23% 21%

Khaamta

12%

15%

10%

10%

11% 08%

18%

12% 12%

Sana & Safinaz

10%

06%

08%

15%

08% 06%

09%

09% 10%

Differentiation

Zambeel has differentiated itself, in the market, in the following way

Product differentiation:
Zambeels hand woven fabric provides unmatched quality and reliability.
Every fabric is unique in its own way, distinctive on the basis of:
Form:
Zambeel deals with apparel, shoes, hand bags and other accessories such
as bed sheets, and made to order jewellery, of which, the fabric has many
forms which can majorly be classified as:
a) Khaddar
b) Cotton
c) Silk
d) Jamavar
With the following sub-divisions:
i) Stitched Fabric
ii) Unstitched Fabric
iii) Kurta Shalwar
iv) Kurtis
v) Pants
vi) Shawls
vii) Stoles

Features:
Zambeel can be differentiated by the art of redefining Khaddar
completely and by using specific hand woven fabric that is
used as the main product.
Durability:
The products available at Zambeel are durable in terms of the
products operating life. The colors and the fabric, both remain
intact even after frequent washing.
Design:
Zambeels fabrics are available in a wide range of colors with
different attractive, striking and attention-grabbing designs
and motifs, which, apparently makes it different from all its
competitors. Catering to the adult section of the society
Zambeel has the mature and urbane looks that the corporate
class needs and craves for. At Zambeel jacquard looms give
the facility to create unique motifs and designs.
Style:
Zambeel provides its customers with elegance and style and
as mentioned earlier, its products are said to be classy and
unique, which gives its customers self-confidence.

Differentiation
Engage into more selling and promotional activities such as seasonal sales,
discounts, advertising through billboards and television etc. It can also
seek a deal with a marketing agency so that our promotion and campaigns
are taken care of.
We also hold fashion shows in order to promote more of the Zambeel
products and that would also be able to catch more attention.
Dealing with the competition is based upon customer value analyses rather
than choosing the weakness of the competitors and attacking them there.
Since the scope is limited, a point may arise where there is no where else
to attack the competitor. In customer value analysis the major strength
and weaknesses of the company is revealed. In this sort of analysis the
company finds out about

Major attributes of customer value.

Assess the quantitative importance of the different attributes.
Assess the companys and competitors performances on the
different customer values against their rated importance.
Examine how customers in a specific segment rate the companys
performance against the competitor.
Monitor customer values over time.

The company has a close look out for the new entrants in this market. To
compete with them has to keep on improvisation with time.

Value for Money

Thus it provides most advantageous value for money. In all
Zambeel gives value for the customers money by rendering
style and uniqueness together.

Services Differentiation
Differentiation on the basis of the benefits:
It successfully differentiates its products by providing superior
quality, style and design. Zambeel has brilliantly adopted this
differentiation as it is aimed to provide style and quality to its
much valued customers.
Ordering ease:
Zambeel makes made-to-order custom pieces for the
customers, giving them chic and stylish fabric and altering
clothes as per their requirements. Since establishment to date
Zambeel offers excellent quality to its customers. Zambeel has
exclusive motifs which can not be copied by other
competitors, making it a technology leader in its respective
target market as well.

Image Differentiation
Symbol: The brand name ZAMBEEL itself is a sign of difference.
Atmosphere: The environment of Zambeel outlet depicts a cultural blend of
colors, diversity in design and style. It makes you feel part of it and its
traditional outlook shows how its style and design preserves our cultural
heritage.
Monotony in the designs is the major turnoff. Customers like variety and
repetitive designs can cause boredom and can propel customers to switch
brands. Zambeel introduces new variety in designs keeping with the essence
of the brand.
Zambeel adds a slogan or tag line, which will help in making its brand
stronger and it will ultimately help the company in increasing its customer
retention.
Zambeel continuously revisit and reevaluate market segmentation in order to
explore new market opportunities and make our brand equity grow. If we
continue recognizing the same market segmentation scheme, a time will
come, where our existing market segment become obsolete, so the buyer will
become more aware of changing trends and new markets begin to emerge.

Branding
Branding Decision

Brand
No Brand

Brand sponsor
Decision
Manufacturer
Brand
Distributor Brand
Licensed Brand

Brand name decision

Individual Name
Blanket Family
Name
Separate Family
Name
CompanyIndividual Name

Brand Strategy
decision
Line Extension
Brand Extension
Multi Brands
New Brands
Co-Brands

A brand is a name, sign, symbol, term, design or combination of them, which

identifies a seller or maker of the product and differentiates it from the
competitor. Zambeels definition of its brand is as follows:
Brand Name

ZAMBEEL

Symbol

Designers

Fine Arts
Graduates

Brand Features
Attributes

Benefits

High

quality hand made fabrics

to order jewelry
Expensive, high prestige
Stylish and colorful
comfortable
Made

fabrics

are long lasting, different shades of colors

never runs dry
customers become the designers of the jewelry
trends, designs and selection of colors are unique and
exclusive
all the products carefully caters to the comfort of its
users

Values

delivering

high quality products

to order
stylish and never seen before designs

Culture

eastern

culture

Personality

colorful

cultural personality

made

Hand

Users

woven fabrics: mostly female from 15 years to

40 years of age
Kurtay, Shalwar Kameez: mostly men, from 19 years
to 45 years of age
Jewelry (both made to order and readymade) female
from age 25 years to 45 years
Scandals (chappals), bags, kurti: mostly young female
in there teenage years and adolescents

Attributes | ZAMBEEL brand suggests

Quality driven hand woven fabrics, hand made chawuts(Balochi

Chappal),
Jewelry with the blend of tradition and eastern culture.
Expensive, high prestige
Trendy, colorful and lively kurtas, shalwar kameez
Comfortable

Benefits |

a good brand must transform all attributes it carry into the

functional and emotional benefits, and so does Zambeel, successfully put through all
its attributes and transform them in to the benefits.
Because of high quality, fabrics are long lasting, different shades of colors never runs
dry. They are easily washable and there quality and comfort ness remains even after
several washes.
Jewelry, is beautifully crafted to suit the wants of its customers, making them design
and suggest the ideas, choose colors. Its traditional style reflects the deepness of
eastern culture. Its makes you feel beautiful.
Its expensive and of high prestige which makes you feel highly important.
ZAMBEELs trends, designs and selection of colors are one of its kind, they are never
seen, heard. And this is the reason; anything bought from the colorful store of
Zambeel stands out everywhere.
Zambeel is the only brand along with Khaadi, presently existing in Pakistan that
sales hand woven fabrics, scandals, jewelry. Its made to order variety carefully
caters to the comfort of its customers.

Values | the value of Zambeel in terms of its designer is delivery

high quality, smart, trendy and most up-to-the-minute fabrics and
other range of its products.
Zambeel able to create a great value for its customer by offering made
to order products in order to perfectly tailor its customers needs and
wants.
Culture | the brand name Zambeel reflects a striking and
suspiciousness, which is a beautiful blend of Indian and Pakistani
culture.
Personality | Zambeel projects a cultural personality, which is
different, lively, and which harmonized different colors.
Users | its line of products mostly caters to the people (male and
female) from age bracket 15 45 years. For its different products, it is
divided as follows;
Hand woven fabrics: mostly female from 15 years to 40 years of
age
Kurtay, Shalwar Kameez: mostly men, from 19 years to 45
years of age
Jewelry (both made to order and readymade) female from age
25 years to 45 years
Sandals (chappals), bags, kurti: mostly young female in there
teenage years and adolescents.

Brand Equity
Brand equity means that what amount of extra money people are
willing to pay for your product with respect to your competitor.
According to Zambeel, we are in our early juvenile stage, and are in
the process of building up brand equity. We are striving for the
market share and the brand equity by differentiating ourselves
through better services and better value through enhancement of
our products quality, designs and trends.
Our unique selling proposition, that is hand woven fabrics, hand
made scandals, and made to order jewelry is one of those many
reasons, explaining why Zambeel expecting a sufficient number of
brand loyal customers comparing with our other mostly in-direct
competitors.
Another reason, of having good brand equity, is our impressive and
rich brand portfolio. Which includes a number of items or products,
with the huge variety to choose from, under one roof.
We are busy building our brand equity, by expanding our business to
different cities of Pakistan and even striving to make a name for his
brand by entering European Markets.

Brand Extension
Zambeel put forward three basic products under the same brand name:

Apparel
Home textiles
Accessories
Made to order jewelry

Apparels
In the line of apparel, Zambeel
has fabrics for both males and
females. Product features are
pure cotton and silk fabrics, and
also has motives and Naqshi on
it. In stitched ready to wear range
of
apparel
we have male
Kurtaas, female short kurtis,
pants and stoles.

Home textiles
Home textiles diversify into bed
covers, cushion covers; floor
mats rugs, table mats, table
clothes, place mats, quilts,
window blinds, bed linen etc.

Accessories

Accessories
also
range
from
beautiful pouches, wallets key
chains, folders, note books writing
pads, photo albums, handbags etc.

Jewelry

Very soon, Zambeel will introduce

made to order jewelry to carefully
suit the needs and wants of the
customers. It ranges from pure
silver, and with different artificial
colors and style.

Brand extension:
Zambeel needs more brand extension
to cover the targeted segment and to
compete with other designer offering
same products such as they can
introduce bridal and formal Sherwanis
for males.
Brand equity:
We go for market development
strategy, and aim at exploring different
other segments largely geographically
using the current line of products, this
will help us increase our customer
equity and ultimately brand equity.

Pricing

Perceived-value pricing

Since Zambeel is not a pioneer in handloom fabrics and the

introduction of khaddar in the Pakistan fashion industry as well as
market, it also implements perceived value pricing, based on
customer perception of different products offered at KHAADI.
Customer perceived KHAADIs products as an expensive, quality
assured and trendy, colorful products. Since KHAADI is fast
becoming a recognizable brand and more and more customers are
developing this perception. So we take advantage of this fact and is
effectively using this pricing method for most of our products.
Following are the important characteristics;
Zambeel sets its price according to:

Quality

Zambeel does not compromise on quality, hence the actual raw materials cost
are rather higher. Secondly the process of creating the fabric itself is quite
expensive. Initially the greige thread is dyed and we have our own in house
dying unit which provides the facility of quality dying and color. After that the
technical phase starts i.e. thread is wound into conical warp according to the
designs. From there it is taken to the loom and the whole knitting knotting
and creation process is set up.

Labor
As the whole creation of the fabric involves hand work rather than
machines, the labor is highly skilled and expensive as well. Initially
Banarasi weavers were hired but we prefer to work closer to our
homes. The general income level was approximately 4500 rupees
already. Traveling about 40km to work every day was an unfeasible
proposition for them and they had to be offered a much higher level
of income from us.

Overheads

A large fraction of the cost lies in the overheads. When you work
from a composite unit, like Zambeel does, overheads are bound to be
higher. As the production unit is mainly in Karachi.
Secondly
Zambeel has employed over 30
Handlooms and we are constantly looking to increase production
further, so it would be a great hassle to have dispersed over the city.

By-product pricing:

A smart move made by Zambeel is the usage of the left over fabrics
and materials. Majority of the textile producing houses just sell of the
left over materials to the local market and it is sold at a cheaper
price there. As Zambeel fabric has to be kept exclusive the extra
materials are used to create a wide variety of elaborate accessories.
These ranges from colorful handbags, pouches and matching wallets
to picture frames, photo albums, diaries, folders etc.

Price quality strategies

PRICE

HIGH

HIGH

P
R
O
D
U
C
T
Q
U
A
LI
T
Y

Premium
Strategy

MEDIUM
LOW

Overcharging
Strategy
Rip-off Strategy

MEDIUM
High Value
Strategy
Medium Value
Strategy
False Economy
Strategy

LOW
Super Value
Strategy
Good Value
Strategy
Economy Strategy

Zambeel follows a premium price quality strategy

because it offers superior quality and since cotton yarn
is relatively expensive therefore it increases the
overhead cost. As Zambeels make hand made fabrics,
so it increase the labor cost as-well. All these factors
contribute towards having a premium price quality
strategy.

Distribution
Distribution Network in Karachi
The distribution channel of Zambeel is
the integration of its manufacturing
units, warehousing and retailing. It
starts from the manufacturing unit
which consists of
Local weavers and crafters
Dyeing units
In-house stitching
All of the above manufacturing units are
owned and operated exclusively by
Zambeel. This set of manufacturing
units then connect to the ware-houses,
from where the finished products are
delivered to outlet located in Zamzama.
And from the retail store, the customers
purchase their desired products.

MANUFACTURING UNIT

WARE HOUSE

ZAMZAMA

CUSTOMERS

VERTICAL MARKETING
SYSTEMS
A vertical marketing system comprises the producer,
wholesalers, and retailers acting as a unified system.
One channel member, the channel captain owns the
others or franchises them or has so much power that
they all cooperate. The channel captain can be the
producer, the wholesaler or the retailer. We achieve
economies through size, bargaining, power, and
elimination of duplicated services.
In case of Zambeel, it follows a corporate vertical
marketing system, as the successive stages of
production and distribution is under single ownership.
We do our manufacturing themselves and have got
our own warehouse and retail outlet and so we
directly deals with our customers. Zambeel itself
directs the manufacturers i.e. the labor force which
weaves the cloth, etc, work for Zambeel, and depend
on it to give us instructions and guide us. We have our
own retail outlet, located at major city of Pakistan.
And from this outlet, customers buy their products.

Integrated Marketing
Communication

Common Communication Platform

ADVERTISING

SALES PROMOTION

PUBLIC RELATIONS

PERSONAL SELLING

Direct Marketing

Broadcast ads

Contests, games, lotteries

Public Relations

Sales presentation

Catalogs

Prints

Premiums and gifts

Press kits

sales meetings

Mailings

Package outer

sampling

speeches

Incentive programs

Telemarketing

Packaging inserts

Fairs and trade shows

Seminars

Samples

Electronic shopping

Motion pictures

Exhibits

Annual report

shows

TV shopping

Brochure and booklets

Demonstrations

Charitable donation

Fax mail

Posters and leaflets

Coupons

Sponsorships

E-mail

directories

Rebates

Publications

Voice mail

Reprints of ads

Low-interest financing

Community relation

Billboards

Entertainment

Lobbying

Display signs

Trade-in allowances

Identity media

Point-of-purchase
displays

Continuity program

Company magazine

Audiovisual material

tie-line

Events

Logos

Prints:
When ever a new product or an out-let is launched
we advertise it in local leading news papers such as
Dawn, The News etc; keeping in mind the relevant
target audience.
Billboards:
Our billboards are situated at selective locations.
They standout on Shahra-e-Faisal and Khayaban-eshamsheer (Defense).
Logos:
Zambeels logo depicts a true image of the
products they sell, as it identifies thread work from
which Khaddar is made.
Catalogues:
Zambeel publishes a yearly catalogue featuring all
its designs in all the products, there pricing,
availability details. And it also covers interviews
and details of Zambeels future plans.

Expense Forecast
The expense forecast will be used as a tool to keep
the department on target and provide indicators
when corrections/modifications are needed for the
proper implementation of the marketing plan
Marketing Expense Budget
Advertisements

Rs. 500,000

Website

Rs. 300,000

Print Material

Rs. 200,000

Total Marketing Expense

Rs. 1,000,000

Control
The purpose of Zambeels marketing plan is to a
guide for the organization. The following areas will
be monitored to assess performance:

New Product Development

Customer Satisfaction
Pricing Strategy

Marketing Organization
Zambeel will be responsible for its own marketing activities.

Contingency Planning
Risks:
Entry into the market by an already established market
competitor
Determining that the business cant support itself on an
ongoing basis