pakiza lungi

1. RAZIB,HASAN IMAM
13-23668-1
AMERICAN INTERNATIONAL
UNIVERSITY OF BANGLADESH
PRODUCT: PAKIZA LUNGI

2.  The lungi is basically a length of cloth wrapped
around the lower half of the body.
 It is a common form of male attire in the
countryside and in the less-wealthy sections of
urban settlements. Men of the educated classes
prefer light cotton trousers called pajamas
 is a traditional garment worn around the waist
mostly in the Asian countries . It is particularly
popular in regions whre the heat is high . lungii is
the most commonly seen dress of Bangladeshi men,
although it is not normally worn for formal
occasions. In Bangladesh, lungis are worn by men,
almost universally.

3.  PakizaTextiles Ltd is a local fabric dyeing, printing
and finishing factory, which was established in 1991
Savar, Dhaka.
 Pakiza textile ltd was mainly popular for its quality
fabrics & sharee .
It has water treatment plant to clean the water it
intakes for use in the dyeing plant. established a
fully Biological ETP (Effluent Treatment Plant).
So the product they are making fully chemical free
and hygenic..

4. 

5. At first marketers had to identify the requirements of
the customer for launching PAKIZA LUNGI as a new
product in the market.
To find out the needs & wants of the customer
PAKIZA TEXTILE LTD needed to find answers
of theseQuestions through following the chart.
 Are your target customers male or female?
 How old are they?
 Where do they live? Is geography a limiting factor
for any reason?
 What do they do for a living?
 How much money do they make?

8.  Lungi is worn by the
60% people of
Bangladesh .
Known for the tradition
it carries within.
Pakiza textile specially
segmented people living
in bangladesh to remind
them about this cloth .

9. Geographic Segmentation:
 Regions – Pakiza lungi was introduced mainly for the
people living in the northern , east or southern area.
 Nationality– targeting the Bangladeshi people as the
initial customer.
 City / Metro size – people living in the metropolitan areas
or in the cities will buy the product more frequently
 Population density – urban people are their main target.
 Climate – will be more popular in high temperature area

10. Demographic Segmentation:
 Age – targeted customers are between the age
of 20 -50.
 Gender – only for the male .
 Family life cycle– targeting
the people living bachelor
life.
 Family size –segmenting
people living as a single or
in a nuclear family
 Income – segmenting people
 earning more than 50,000 tk.

11.  Education – basically segmented the university
students or the college students.
 Occupation – mostly targeted the official
people / working person.
 Religion – segmentation done to target the
muslims and hindus ,as they use to wear the
lungi most.

12. Psychological Segmentation:
 Lifestyle – lifestyle of a person can be different
from one another & pakiza lungi done
the segmentation based on the
lifestyle different people are leading.
Such as people who are
more tradion minded or
likes classic product and
people who are more
indoor oriented.
They are influencing the young generation to go out
wearing lungi and try to be more comfortable .

13. Behavioral Segmentation:
 Occasions –influencing the younger generation
to wear the lungi as their daily clothing.
 Qaulity – pakiza lungi is a very quality full lungi
and segmenting the people who wants to be
more comfortable in a cloth like lungi.
 User-Status – targeting the non-users & partial
users to try their product for their own
satisfaction.
 Readiness Stage – people may have not heard
about the pakiza lungi as it’s a new product so
targeting the unaware people to buy.

14. After finishing the segmentation
pakiza textile ltd focused on the
best profitable segments.
They found out that if they can
target the young people to wear
lungi more frequently
it will much profitable.
 Undifferentiated Marketing -
They targeted the whole market
with a simple idea of offering
lungi for the youth.

15. Market Positiong :
Effective positioning involves a good understanding
of competing products and the benefits that are
sought by the target market.
pakiza group followed the four P’s to creat better
value for the customers & to create an unique
identity for the company

16.  In 2013 Rickshaw-pullers in traditional
Bangalee outfit, lungi, are barred from entering
the capital’s Baridhara, one of the country’s
most restricted neighborhoods where
diplomats and affluent people live.
 Lungi are in some circles considered to be worn
by the lower class.
Keeping that in mind pakiza lungi is making an
new era by showing new generation ,young
people in their add and influencing to wear the
lungi everywhere .