All you need to know about Beechtree's past, launch in Pakistan and transition from online to Retail network.

1. Mufti Abdul Affan Rasheed (LCM-3621)
Hasnain (LCM- 3609)
Husnain (LCM-3609)
Syed Shozaib Hassan (LCM-)
Hafiza Aliya Adnan (LCM-3600)

2. INTRODUCTION
– Founded by Shehryar Buksh of HKB Stores
– Foresaw the need of an affordable label for the broad spectrum of Pakistani women
– Introduced as a versatile high-street wardrobe solution in 2010 for young, inspirational, and free-
spirited girls willing to make a difference.
– HKB team’s creativity and dedication since 2010 has helped the brand grow in terms of the number
of stores and product categories.
– Started off with selling pret alone
– Now offering various product lines including unstitched and fashion accessories.

3. CONT…
– BeechTree - Pepper Land is a high-street prêt brand dedicated to creating beautiful ready
to wear garments for everyone.
– BeechTree came into being when HKB, the parent company, identified a very prominent
gap in the women prêt market.
– BeechTree is a brand that is always making unique designs, bringing forth at least 5 to 6
new designs every week.

4. CONT…
– Now BEECHTREE has 3 child brands
 BEECHTREE
 PEPPERLAND
 MORBAGH
– This creates a golden opportunity for retailers to move online and meet consumer needs.
– BEECHTREE, was quick to jump on this chance, swapping its hopes of physical
expansion to a digital transformation strategy involving the following three key insights it
learned from Google and its partner agency

5. CONT…
– Shopistan
– BEECHTREE moved its website to multi-node hosting, which allows functions to run separately on different parts (or
nodes) of a server and adds more nodes as needed.
– Its website loading speeds improved by up to 30%, even in high traffic.
– About 10 months ago, they have shifted from Shopistan to Shopify for all their online store management.
– The team also made clever use of Google Optimize for A/B testing to find the most popular
products to promote in each region.
– Setting up separate landing pages for Islamabad and Karachi, they increased conversion rate by
17% focusing on luxury clothing in Islamabad, and by 7% focusing on casual clothing in
Karachi.
– They then used the opportunity of having their stores close to the public to stockpile popular
inventory for each region to ensure on-time deliveries.

6. MISSION
With quirky designs and catchy color palettes, we strive to inspire young girls to maintain positive
self-expression and fear none while following the latest trends.
VISION
We aim to continue growing by bringing in innovative ideas and creating a happy shopping
experience for everyone.
– BEECHTREE now has a strong presence online and, in the brick, and mortar section.

7. RETAILING FRAMEWORK
– At start, BEECHTREE was only a store-based retailing brand which had some physical outlets
in some cities of Pakistan. While the Pakistani economy has steadily been moving online, a
large part of the consumer’s retail experience still relies on brick-and-mortar shops.
– That is, until the government-imposed lockdown from COVID-19. Since then, retail foot traffic
dropped to an all-time low — down 70% on the previous month’s baseline.1 When spring came
without its usual crowd of shoppers, retailers scrambled to adapt to this new normal.
– The retail industry, despite these challenges, continued to bloom, as consumers shifted their
attention online. Since then, the conversion of offline to online consumers has continued to
multiply.

8. CONT…
PRODUCT
– Each product category offers outfits that are chic yet practical, topped with trendsetting silhouettes.
With quirky designs and catchy color palettes, we strive to inspire young girls to maintain positive
self-expression and fear none while following the latest trends. As BEECHTREE has 3 brands
under this parent company, each brand is offering different types of clothing articles.
– In BEECHTREE basically stitched cloths are offered along with that outerwear, luxury pret,
accessories, footwear and bags are also offering by them.
– In PEPPERLAND, All stuff available for kids from age ranges 2 months to 16 years old with a
wide range of collection.
– MORBAGH, is newly launched brand of BEECHTREE where only unstitched printed cloths are
available.

9. CONT…
PRICING STRATEGY
– If we talk about the pricing strategy of BEECHTREE, it is as usual like other competitor
brands.
– They came in the market with price skimming strategy. At start, when any new collection of
articles is launched, they set a high price for them and tag them as “New Arrivals” on their
website.
– When they have enough sale done of specific items or the season is going to be end, they cut
down the prices of specific articles and offer 30% to 50% off for increasing the sale and to sale
the available stock rapidly.

10. CONT…
OBJECTIVES
– BEECHTREE always keep in mind its objective and always work according to the objectives of the
company. Their objectives are basically the short-term gals that they have set and want to achieve in a
specific time. A recent example of the achieving the goal is that in November 2021, BEECHTREE had
made a record of highest selling ever in the whole tenure of the company and they celebrated this moment
with the whole team.
– With these types of small goals brands get more recognition in the market and they motivate to earn more.
– Identity in the market
– Awareness about brand
– More customer engagement
– Brand loyalty

11. IMPLEMENTATIONOF PRICING STRATEGY
– After deciding the pricing of the articles, they put all the information on their websites
and customer can order the required stuff directly from the official websites.
– As they don’t have their own logistics department, they have to ship the parcels through
different courier service providers and they charge the shipment charges as per the weight
of parcel and the delivery address.
– All the shipment cost is also included at the time of order confirmation from the website.
– It is very important to note that currently only BEECHTREE is offering international
delivery for its products. PEPPERLAND and MORBAGH are still not offering
international delivery services.
– For international orders all the custom taxes are payable by the customer.

12. CONT…
ADJUSTMENT OF PRICE:
– Price adjustment is not a big deal for firms like BEECHTREE. They just compare them
with the competitors and adjust their prices.
– When the season is going to be out, they launch the sales on specific products to adjust
the price and balance their sales.
– They also offer discount coupons to the customers who had faced any issue in previous
delivered order.

13. STORE BASED MARKETING MIX
– Marketing mix refers to the variables that a retailer can use in different methods to arrive
at an effective marketing strategy to attract his prospects.
– The marketing mix definition is placing the right product, at the right place, at the right
time, and at the right price in front of your potential customers to see and buy it.
– As BEECHTREE has both store based and online platform for displaying their products
and their prices. They need to be very accurate in all the major elements of marketing mix
otherwise there will some conflicts between a physical store and e-commerce department.

14. CONT…
PRODUCT
– BEECHTREE is offering almost all types of cloths along with some extra accessories like
perfumes, jewelry, footwear and bags also.
– They have very unique items and their colors are so bright and different from other brands.
– They have clothes starting from 2 months of age.
PRICE
– As discussed above, they use price skimming strategy. They launch the products with a high
price in the market and then after some time they offer some %age of off on the entire volume
or some specific items.
– They have comparatively low prices than other well-known brands.

15. CONT…
PLACE
– BEECHTREE has opened all their outlets in major and big shopping cents like emporium, fortress
square mall packages mall and in other cities like Karachi, Islamabad & RWP, Peshawar and in some
other cities.
– They also have online appearance in the market of e-commerce. They have a very user-friendly
website where customers can visit easily and place the orders.
PROMOTION
– BEECHTREE uses different channels to promote their brands, most important is their social media
platform.
– They have around 1Milion people engaged on their Facebook page.
– They use different ads to promote the products. They run their ads on different website.
– They hire different models to attract the maximum number of audience and they use that model to
display the elegant suits Infront of customers.

16. SITE SELECTION
– For its physical outlet, they always choose the location where already their competitors
are operational.
– They have their Wearhouse in Industrial estate, where most apparel companies are already
exists.

17. PROMOTIONAL MIX
SALE PROMOTIONS
– Sale promotion is the major element in the promotional mix. Without this technique, no brand
can capture a high customer interest and not possible for them to meet the targeted goal in the
specific time.
– Same like other brands, BEECHTREE also launches different sale promotions to meet the
target.
– In first week of new year 2022, BEECHTREE is going to offer a new sale promotion where
they will offer up to 50% discount on all articles.
PUBLIC RELATIONS
– BEECHTREE doesn’t use public relations to sell their products.
– They have a very huge PR but their most of the sales come from the already engaged customers
or from the targeted customers.

18. CONT…
ADVERTISING
– For customers in the awareness Stage, the BEECHTREE team used a three-step strategy:
1) Smart Display using automated bidding, targeting, and ad creation to help entice customers with low
advertising costs.
2) Google Search Ads to increase the volume of traffic to their site and visibility of their brand and products.
3) Google Smart Shopping campaigns to automate their campaigns across Search and Display, testing different
combinations of the image and text to reach audiences at the relevant “Shopping Intent” stage of their
journey with the best possible ad.
PERSONAL SELLING
– For customers already in the Conversion stage of the journey, BEECHTREE used Dynamic Retargeting on
Google Search and Display ads to reach customers who had previously shown interest in a product or had
abandoned their cart at checkout.

19. CONCLUSION
– With this full-funnel strategy, BEECHTREE was able to track the performance of each specific campaign
using a specific attribution model in tracking conversion data. The results are showing below:
– We can see above that BEECHTREE had 25% growth in ROAS and 329% increase in conversions.

20. CONT…
– After shifting to online retailing brand from physical stores, BEECHTREE has gained a
lot of revenue.
– They made the highest ever sale in November 2021. In a nut shell, they are achieving
their goals and missions.
– They are also much conscious about the quality of the product.
– Day by day they are growing and expanding their business. Currently 6 to 7 courier
companies are in collaboration with them to deliver the order to customers.

21. THANK YOU