A PROJECT OF FOURTH SEMESTER MARKETING SUBJECT

1. ABDULMOIZ AHMER (14-ARID-4052)
ASAD BAIG(14-ARID-4070)
AMIR MANZOOR(14-ARID-4064)
NAVEED AHMED(14-ARID-4133)
MALIK TAIMOOR ALI KHAN(14-ARID-4100)

2.  Introduction
 Mission
 Objectives
 BCG Matrix
 Competitors in market:
 Qualities
 Market segmentation:
 Geographic
 Demographic
 Psychographic
 Market targeting
 Swot Analysis
 Marketing Mix:
 Product
 Price
 Place
 Promotion
 Future Strategy

3.  The selected product is shoes(color changing)
and our brand name is Black Panther.
 Slogan:
 “Matching shoes and shirt complements each
other”
 Black Panther will make shoes of the following
two varieties.
1. High tops
2. Snickers

4. “To grant wishes of every
adventurer, every one who love
matching clothes with shoes is
our definition of the adventurer”

5.  Create Brand awareness.
 Start new trend.
 Make place in market.
 To satisfy the wants of customers.
 To be top level shoe brand.

6.  According to BCG matrix Black panther is in
Question Mark league since it is highly unique
idea so its growth rate is high and as it is a new
comer in market it has low market share.
 For high growth rate it needs high investment.

7.  Black Panther is currently facing competitive
environment since we have a lot of best selling
brands of shoes like:
1. Nike
2. All stars
3. Supra
4. Adidas
5. Air Jordan
6. Timberland
Supra’s high tops are the best in the market since they have
vast variety and high quality shoes. Adidas and Air Jordan's
high tops are also famous in Pakistan. Supra has loyal
customer due to association with them and promising quality
products.

8.  The following are the qualities in our
competitors:
1. They have large distribution channel.
2. They have various variety and designs of
shoes.
3. There packaging is attractive.
4. The brand awareness of there brands are
high.
5. They produce in bulk.
6. They cover large market.

9. It is the process through which companies divide
large, heterogeneous markets into smaller
segments that can be reached more efficiently
and effectively with products and services that
match their unique needs.
Types of segmentation used:
1. Geographic segmentation
2. Demographic segmentation
3. Psychographic segmentation

10.  We divided Karachi on basis of districts:
DISTRICTS TOWNS
EAST Jamshed Town, Gulshan Town
WEST Baldia Town, Kiamari Town, Orangi
Town, S.I.T.E town
SOUTH Lyari Town, Saddar Town,
Central Gulberg Town, Liaquatabad Town,
New Karachi Town, North
Nazimabad Town
Malir Malir Town, Bin Qasim, Gadap
Town
Korangi Korangi Town, Landhi Town, Shah
Faisal Town.

11. Age 5-30
Gender Only Male
Education Doesn’t matter
Income Does matter
Occupation Does not matter
Religion Doesn’t matter
Nationality/race Doesn’t matter
Language Doesn’t matter

12. Lifestyle Does matter
Personality Does matter
Attitude Does matter
Value Does not matter

13.  Black Panther will be first introduced in
Karachi district South Saddar town Clifton and
afterwards gradually we will launch it in other
upper class areas too like DHA, Gulistan-E-
Jauhar and Gulshan-E-Iqbal Town etc. We are
focusing on Upper class youth. The prize of
Black Panther is high since it is only for upper
level.

14.  Many Customers wants to wear shoes of the same
color as there clothes.
 They think matching shoes and clothes fit together
and makes sense then distinctive clothes and
shoes.
 They are willing to pay for different colors.
 They believe dressing is a part of their
personalities and their personalities are symbol of
their status.

15. STRENGTHS WEAKNESSES
Unique Product(competitive
advantage)
New brand(low brand awareness)
Trained personnel New concept or idea
Chances of brand loyalty are high
since Pakistani made.
High quality material used hence
high quality product.
More effective advertisementOPPURTUNITIES THREATS
Acquiring the new technology More competitors
Take over the distributor Political Instability
Increase in distribution channel Economic Instability

16. • Product
• Price
• Place
• Promotion

17.  Our product is a consumer product, to be more specific it is a
shopping product.
 PRODUCT DECISIONS:
1. PRODUCT ATTRIBUTES:
2. BRANDING:
o NAME: BLACK PANTHAR
o Brand sponsor : Manufacturer’s brand
o Brand strategy: New brand
FEATURES Our shoes changes its
color as wished using a
remote.

18. 4. Packaging:

19. 5. Labeling:
We will print only our logo and size of the shoe as
labels.

20. Our product falls in introduction stage:
 Cost is high since product is not produced in bulk.
 Sales are low since people are not aware of our
product.
 Usually no Profits since sales are low.
 It is an expensive stage since the cost of things like
research and development, consumer testing, and
the marketing needed to launch the product can be
very high. Objectives:
 Increase Brand and trend awareness among the
people through massive advertising.
 To offer basic product, different design and
variety will be added later.
 Try to charge more to cover up cost and earn a
little profit too.

21.  The initial target of Black Panther is Clifton of
Saddar town.
 For the availability of our product in Clifton.
We our self are going to be the providers of the
product.

22.  Overall positioning strategy:
Black Panther fall into more benefits for more
price strategy since we will provide the best for
the best.

23.  For communication we are using various
communication media:
1. Electronic media
2. Print media
An advertisement is shown in the next slide.

25.  Change preference of the upper class people
from all of my competitors to our brand.
 Bring more designs.
 Bring in different category of shoes.
 Increasing the distribution channel.
 Apply downward stretching in the future and
create cheap and less quality product for the
middle and lower class too respectively.