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Naaz- a premium hijab brand

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A project for the course MKT 465, Brand Management under the supervision of Mr. Varqa Shamsi Bahar, North South University.

Published in: Marketing
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Naaz- a premium hijab brand

  1. 1. Opportunity Analysis Demand For a Well-designed Muslim Wear Scarcity of Premium Brands Profitable Opportunities in Target Market Rising Standard of Living
  2. 2. Competitor Analysis Indirect Competitors Direct Competitors
  3. 3. Target Market Analysis Geographical segmentation Divisions Barisal Chittagong Dhaka Khulna Mymensingh Rajshahi Sylhet Regions Old Dhaka Dhanmondi Banani Pantha path Gulshan Rampura Mirpur Demographic Segmentation Age(Years) 0-15 16 - 30 31 – 45 45 – 60 60+ Gender Male Female Income 0-20k 20k – 40k 40k – 60k 60k – 80k 80k – 1lac 1 lac + Education Uneducated School SSC+HCS Diploma Bachelors Masters PHD Occupation Labor Non-managerial Employee 1st line managers Middle line Managers Top Line Managers Business owners Family Size Single Nuclear Joint Family Young married with no children Young family with under 5 children Older, married with children Older, married with no children Marital Status Single Married Divorced Widow Religion Islam Hinduism Christian Buddhism Other SEC A B C D E Psychographic Segmentation Life Style Workaholic Adventurous Classy Sporty Self-esteem seeker Elegant Personality Friendly Perfectionist Extrovert Introvert Stylish Assertive Behavioral Segmentation User Status First time Regular User Non-user Company’s customer Competitor’s Customer Potential Customer Usage Occasion Regular occasion Special Everyday use Gift giving Festive Usage Rate High Medium Low Loyalty Status High Medium Low Buyers Involvement High Low Benefit Sought Quality Mass customization Customer service Online/Offline experience Convenience Home delivery Economic price Geographic Segmentation Demographic Segmentation Psychographic Segmentation Behavioral Segmentation
  4. 4. Positioning Quality Attribute Emotional Benefit Product Class
  5. 5. Positioning Attribute High Quality Material Superior In Store and Online Service Product in Matched Bundle Mass Customization Product Class Matched Product Bundle – “Set” Professional Stylist Bridal Clothing
  6. 6. Positioning Product Quality Cloth Processing Wear Resistant (durable) Superior Design Quality Material Choice Emotional Benefit Esteem Convenience Religious Pride
  7. 7. Positioning Point of Difference Specialised Brand Convenience Physical Store Customization Options
  8. 8. Positioning Category POP Islamic Clothing for Women Online Presence Competitive POP Product Quality and Design Superior Online/Offline Service
  9. 9. Positioning Brand Mantra Brand Function Descriptive Modifier Emotional Modifier
  10. 10. Brand Elements Brand Equity Brand Name URL Logo and Symbol Slogan Packaging & Labelling
  11. 11. Brand Elements Brand Name Meaning - Pride Ends with “Z” Memorable Favorable Associations
  12. 12. Brand Elements Official Website • www.naaz.com Facebook • fecbook.com/naaz Mobile Application • Google Play Store • Apple- iTunes
  13. 13. Brand Elements Law of Shape Law of Border Directly Appeal to Women who Wears Hijab Will Carry Associations Contrast Tagline
  14. 14. Brand Elements Slogan Reinforcing “Pride” Persuasive Careful Consideration Wear with Pride
  15. 15. Packaging Brand Elements
  16. 16. Product Strategy -Uphold Islamic Values -High Quality -Accessories -Bridal Dress Service -Physical Store -Customization Options -ConvenienceCore Actual Augmented
  17. 17. Pricing Strategy Hijab Abaya Gown Brooch Nose pin Perfume Diamond Brooch Diamond Nose pin Gold accessories Silver Accessories 500 to 1,200 1,000 to 3,000 1,500 to 7,000 300 to 1,000 300 to 800 2,000 to 8,000 3,000 to 10,000 3,000 to 10,000 1,000 to 8,000 500 to 2,000 10% 15% 50% 70% 70% 40% 50% 50% 50% 40% Value Based Captive Product Pricing
  18. 18. Distribution Strategy Direct Channel Strategy Customer VerticalMarketSystem
  19. 19. Distribution Strategy Stores -First Store Bashundhara City -In Store Professional Stylist -Expand to other Locations Online -Website and Applications -Bundle Plan – “Set”s -Home Delivary
  20. 20. Integrated Marketing Communication (ATL) Print ad Full Page Bookmark Magazine
  21. 21. Integrated Marketing Communication (ATL) Print ad Billboard
  22. 22. Integrated Marketing Communication (ATL) Public Relation Newspaper Features Website Tips
  23. 23. Integrated Marketing Communication (BTL) Sponsorship Event Sponsor AdMaker Bangladesh Socio Camp Booth at Fashion Events Create Database
  24. 24. Integrated Marketing Communication (BTL) Online Promotion Social Media Facebook YouTube Official Website Search Engine Optimization
  25. 25. -PopularTweet
  26. 26. Thankyou Questions?

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