‘
  



After a rigorous market survey by our team about what should be our primary target market for our
brand of cloth, since the category of lawn that we have planned to produce will be used at casual
occasions so it will not be that much costly as our other brands do. Our N&M brand of lawn for the
upcoming Summer Season would specifically target those females that prefer wearing casual Shalwar
Qameez at home as well as at family functions. Considering this fact, we will be targeting the following
major classes of the society:

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disposable Income of at least 5,000 per month a single family ‡

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Æe will also be targeting the Middle class of the society having disposable
income of at least 10,000 per month a single family ‡‡

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žhe amount of income left to an individual after taxes have been paid,

Available for either saving or spending as per need.

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žhe secondary target markets will be those which we will not be directly targeting at with our
brandƎs advertisements but they will also be kept under consideration will designing our advertising and
marketing campaigns. Æith respect to this N&M brand of lawn our secondary target market will be
Æorking Æomen as well as for export purposes. Since our special focus is on quality assurance for our
customers so our brand is very much competent to get a warm welcome from the Global Community. Æe
have planned to export our brand to Gulf countries, India and Middle East.
 
‘
Generally a Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. A marketing strategy should be centered around the key concept that customer satisfaction is
the main goal.



 

žhe main strengths of our N&M brand of Lawn is its Durability and synergy of color and design. žhis
will enable our selves to remain upfront our comptetors.

 

Currently the only weakness conflicting our brand is its new entry in the market.our brand still needƎs
to be taken by the customers seriously. Once our brand is taken up by the customers, they will definitely
appreciate it but we need to start from crunch.

 

Our greatest threat at the moment is the ability to handle competition. Since we have launched this
new brand for summer, so if any other competitor enters the market with same product, that will be a
great challenge for us to compete with them.

‘‘ 



Considering the qualities and characteristics of our brand, we have firm belief that the coming summer
will be ground breaking success for N&M. there is some untapped market that we can capture and
become leader in that market.

 


žhe Marketing Mix model (also known as the 4 PƎs) can be used by marketers as a tool to assist in implementing the
Marketing strategy. M. managers use this method to attempt to generate the optimal response in the target market by
blending 4 (or 5, or 7) variables in an optimal way.
dollowing are the 4 Pƍs of marketing:

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žhe product that we are offering is the best of its kind. Considering the particular needs of our potential
customers we have come up with innovative and soothing color combinations that will be a life time
experience wearing the original colors.

‘



Æe have paid special attention to our pricing of our product. Æe have considered the purchasing power
of all the classes of the society, their and priorities. žhe main component of cost of our Lawn is the
quality of the thread that we use in making our master pieces. But still out brand is very much within the
reach of our customers

‘

Our brand will be serving our customers in all the major markets of the cities of country. Primarily we
have opened our outlets in the Jinnah Super Market at Islamabad. Æe have also plans of Sponsoring
Boutiques at major Commercials hubs of the country, just to make our product available to all the
customers.

‘ 


Æe will be using different advertisement mediums to promote our N&M brand of lawn. Currently we are
displaying advertisements on print media such as newspapers, dashion magazines, billboards etc. but we
are also considering ž Commercials and dashion shows at women colleges and Concerts to remain step
ahead of competitors. Æe focus on direct selling from our own stores instead of involving retailers or
other channel members.




Segmentation refers to divide a market by a strategy directed at gaining a major portion of sales to a
subgroup in a category, rather than a more limited share of purchases by all category users.

Instead of marketing what is easiest to our market, we have segmented the market to different
categories depending on different variables and considering the needs of those specific segments. Æe
have applied our creativeness more intelligently to people and their needs and wants instead of product.
Given under are the segments made on the basis of various characteristics of the consumers.


 ׇ Geographic Segmentation
ׇ Psychographic Segmentation
ׇ Cultural Segmentation

 ‘



Æorld Region Asia

Country Pakistan

Cities Currently Islamabad

Density Urban

Climate Summer

‘ ‘



Personality Casual

Social Class Lower Middle, Middle and Upper Middle Class

Lifestyle dashion Conscious


 


Occasions Birthday Parties, Marriages, Regular Occasions

Benefits Quality, Placate, Elegance

User Status Regular, New Users

Loyalty Status Medium, Strong

‘ 



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Advertisement or sales promotion is made to persuade consumers to purchase the product. Our
advertisement team as conducted a thorough market survey and have discussed all the variables that can
affect in any way the buying behavior of the constomer. žhey are now well aware of the customerƎs habit
and have designed their advertisement efforts keeping in view customers habits. Æe are not going to hire
any advertisement agency instead we have our own Advertisement and Promotion Department that is
responsible for creating, conducting market survey to get well aware of consumers needs.

Æe will be considering the following main contents while creating our campaign:
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Advertising budget contributes the major role in the success or faultier of the brand. Being
initiator in the manufacturing of such quality brand, we have to invest a big portion of our profit
in the promotion of our brand. Æe have planned to invest 20% of forecasted profit of this year
for the promotion of our brand.

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One of our primary objectives of advertisement is to create awareness about our N&M brand of
Lawn in the minds of the consumers that what benefits our product is offering to our consumers.
žhey will be satisfied once they have made purchase from us. Æe are offering the best possible
combination of price, luxury and durability to our customers.
žhe price we are offering for our N&M brand of Lawn is affordable for all sorts of consumers
as we are also providing sophisticated collection to target the Elite class, so not to let our
customers think of our product as for specific class oriented.


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Media selection depends to a great extent on our advertisement budget. In the initial stages we
will be using the print ads using creative concept to let the publicƎs attention on our brand. dor
this purpose we will be using Billboard advertisements, Magazines, Sign Boards along the major
roads of the specific region. Later on we will be having College based dashion shows.

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‘
Media placement cost is the major promotional cost to a company. žhe media purchase cost
depends on the audience size that experience the media during particular period of time for print
advertisement the audience size is measured by the number of readers. So we will be palcing our
ad when there will be maximum interaction with public like during cooking shows.

‘ 
In case of print ad there is always reasonable time for the reader exposure since it can be
retained by the reader.

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