Professional Documents
Culture Documents
COURSE
Brand Management
TERM PROJECT
SUBMITTED TO
Mr. Arshad Awan
SUBMITTED BY
Usman Ameer Khan 09E0029
TABLE OF CONTENTS
INTRODUCTION OF THE BRAND ............................................................................................ 1 Current Position .......................................................................................................................... 1 History......................................................................................................................................... 2 Success Factors ........................................................................................................................... 2 BRAND AUDIT ............................................................................................................................. 3 Mental Map Lawrencepur ........................................................................................................ 3 Consumer Segmentation ............................................................................................................. 4 Brand Mantra .............................................................................................................................. 6
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History
Dawood Lawrencepur was established in 1954. It is the first producer of worsted fabrics and garments in Pakistan which have been sold the under the prestigious brand name Lawrencepur. Lawrencepur Woolen and Textile Mills Limited was incorporated in Pakistan on August 15, 1960 as a public limited company. Its shares are quoted on the Karachi and Lahore Stock Exchanges. It is engaged in the manufacture and sale of worsted yarns and fabrics4.
Success Factors
Following are the main success factors: Pioneers of woolen suiting Generations old brand Quality Products Innovation by going into stitched suiting Outlets at key places.
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BRAND AUDIT
Mental Map Lawrencepur
Film Actors
Tarang
Family culture
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Consumer Segmentation
1. Thrifty Housewives:
Looking good Meeting with office requirements Idividual identity Use in meetings, official functions, marriage functions.
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3. OLDY USERS OF BRAND Demographic Sex : Male Age: 45-70 Income: 60,000 100,000 Marired Psychographic Brand loyal Responsible for running home. Benefits Sought
4. SOCIAL ELEMENTS Demographic Sex : Male/Female Age: 45-60 Income: 60,000 100,000 Marired Psychographic Brand loyal Responsible for running home. Benefits Sought Giving gifts at marriages of near & dear ones especially childrens.
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Brand Mantra
Dawood Lawrencepur was established in 1954. It is the first producer of worsted fabrics and garments in Pakistan which have been sold the under the prestigious brand name Lawrencepur. Currently it is one of the best clothing brands of Pakistan especially in mens wearing. Lawrencepur has created good brand awareness through its quality products and advertising. Lawrencepur offers an extensive range of eminence quality of unstitched clothing and Readymade suits / Jackets, Trousers, Shirts, Waste Coats, and Safari Suits for formal and corporate wear to the upper middle and elite class.
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