This document summarizes research conducted on Sadia's Collection, a women's fashion brand in Karachi, Pakistan. It includes sections on the brand's background, products offered, target market, competitors, and marketing strategies. The group's hypothesis was that female consumers prefer brand name clothes over generic products. Through a survey of 50 consumers, the group analyzed customer preferences and developed recommendations to expand the brand's market and improve marketing approaches.

1. SADIA’S COLLECTION (FASHION
DESIGNER )

2. GROUP MEMBERS
 Mehrunissa Jalil -10539
 Muhammad Mustafa Saeed-10756
 Muhammad Yaseen Jamal – 9943
 Hasan Rizvan- 12470
 M.Ali-

3. PROJECT LAYOUT
 Background Research
 Hypothesis
 Questions
 Data Analysis
 Introduction
 About the Company

4. MANAGEMENT QUESTION
 Why you started this business (your aim)?
 Who are your customer?
 What is your segment?
 What is your Marketing strategy ?
 Tell us about your product and consumer.

5. HYPOTHESIS
 Female consumers will be more inclined to prefer
brand name merchandise over generic products.

6. QUESTION
 Quetionnaire.doc
 Sample size
We had a survey 50 consumer for our research

7. SADIA’S COLLECTION

8. INTRODUCTION
 A fashion clothing brand for a woman & girls
 Founded in 2012
 Ready -To -Wear dresses
 They believe in setting trends rather than
following them
 Believes in Innovation

9. MARKETING MIX:
PRODUCTS
 Kurtaa.
 Scarf’s
 Churidar pajamas
 Fitted straights paints
 Shawls

10. PRICE
 Kurtaa price starts from Rs.1500
to Rs.4000,It depends on the
design & quality
 Scarf’s prices are fixed that is
Rs.500
 Churidar pajamas price Starts
from Rs.1000 to 1500
 Fitted straight paints price
starts from Rs. 1200 to Rs. 2000
 Shawl price Starts from Rs. 1500
to Rs.3000

11. PLACE
 Sadia’s collection is
located in Adamjee
Nagar, Karachi.
 Presently there is only
one outlet.
 Second outlet is
shortly opening in
Park Towers
Shopping Mall
,Karachi.

12. PROMOTION
COMMUNICATION STRATEGIES
• Alert-based communications
• Register Account
• Web sites for customers
• SMS ALERTS
• Social Media (Face book Page)

13. COMPETITOR
 It’s a new brand & is on the performance stage on
brand equity model
 Many small competitors nowadays
 Main Competitors are:
Ego , Naina’s & Sanaullah

14. POINT OF DIFFERENCES
Provides beautiful and trendy casuals, formals
ready to wear outfits and always been providing
the ladies with something that they would love to
wear and it enhances their image at reasonable
price.

15. TARGET AUDIENCE
Gender
 Female
SEC A,B & C(upper)
Age
 Above 18

16. Thinkers
Believers
Innovators
Achievers
Strivers
Experiences
Makers
Survivors
High Resources
High Innovation
Low Resources
Low Innovation
Ideals Achivem. Self Expr.
Values and Lifestyles (VALS) System
These types of
consumer will be
targeted for the
Sadia’s Collection
fashion clothing

17. VALUES
Make you (consumers ) feel Attractive, smart
enhance your beauty and look,
and gives you quality of product with value
PSYCHOSOCIAL CONSEQUENCES
Stauts Consious, create an Image, follow latest
trends
FUNTIONAL CONSEQUENCES
Quality , fitting
ATTRIBUTES:
Is the variety of new dresses, Color , stitching
MEANSENDCHAINMODEL

18. MARKETING IMPLICATION
 Increasing Competition- More local outlets
 Price -Prices are increased
 Quality -Difficult to compete on quality
 Consumer Preferences - Changing day by day
 Variety Seeking - Consumer are more variety
seekers

19. SIMILARITIES AND DIFFERENCES OF
CONSUMERS
Similarities
 Working Women
 Socializing

20. CONT…
Difference
 Usage Pattern
 Cultural Values
 Disposable Income
 Education

21. TEXTILE VALUE CHAIN
 Purchase of unstitched Clothes:
 Designing
 Pricing
 Displaying and Selling

22. DDM
Peripheral Route ( According to our
Consumers )
According to the consumers feedback we studied
that they are low involved in purchasing of the
cloths from the fashion designer outlet.

23. RECOMMENDED MARKETING STRATEGIES
 Local Cable Commercials
 Advertising
 Magazines Ads
 Newspaper Ads
 Exhibitions

24. RECOMMENDATIONS
 Unstitched Clothes
 Below 18
 Online Delivery
 Communications Strategies as recommended
above