things to look for when launching new brand of bridal wear

1. FINAL
PROJECT
An IMC Report on a
New Brand of
Bridal Wear (KSM)

2. Group Members
 Sidra Tayyab 09
 Komal Zubair 20
 Maryam Iqbal 34

3. Introduction
 The term “bridal wear”
includes all the dresses
worn by brides during
their wedding ceremony.
In different areas of the
world, different types of
wedding dresses are
popular depending upon
the color, style, religion,
ethnicity and culture of
that particular area.
 Over the past few decade
women clothing industry
has developed
surprisingly fast. In
Pakistan the contribution
of the industry into GDP is
8.5%. Moreover, it
includes about 30% of
total workforce in
Pakistan.

4. Key competitors in Pakistan
o Umar Sayeed:
o Nomi Ansari
o Hassan Shehreyar Yasin (HSY)
o Mehdi

5. MARKETING RESEARCH

6.  In order to determine the needs and demands of
customers, we have conducted a market research
for our product.
 Survey methodology is employed in the research.
Questionnaire is used as a tool to gather required
information.
 To conduct this survey
 Age group: 20 to 60 years
 Population: women in Lahore
 Sample: 1000 respondents selected by random
sampling method.

7. SWOT Analysis
Strengths
• Our promotional plan including TVC
will make us stand out in this
competitive industry
• Our unique designs will help the
business to get more clientage
• Our texture, the modern and royal
combination is another unique feature
of our brand
Weaknesses
• KSM is a new brand.
• Because of being a new brand we
don’t have a customer base
• We have to build our credibility
Opportunities
• Weddings are becoming increasingly
trendy.
• There is a natural growth of our
business
• Trend of wearing Branded dresses is
increasing
Threats
• Entry of new brands and
intensification of competition in this
business
• Inflation is another threat to our
business in this country
• Social change and changing values is
always a threat in our business

8. MARKETING PLAN

9. Brand Name: KSM
Our brand name is KSM
bridal wear which is named
after 3 owners of this brand
Komal, Sidra and Maryam.
Color
Red is the color of our brand
because this color represents
the royal and traditional bride
in the true sense.
Brand concept
It is not just the name of
a brand it’s a complete
movement to empower
women.

10. LOGO
Slogan
“The Royalty You Deserve”

11. Positioning
 We make the bride feel like a queen on her
special day with royal touch, the very first step
towards royalty. One of our designers just got
back from abroad where she got her fashion
designing degree so we give you royalty with
a modern touch.

12. USP
 Unique designs are the
unique selling point. We
have designs contain
Royal graces with the
touch of modern styles.
ESP
 Our brand will give the perfect
combination and mixture of
traditional and modern bridal wear.
We are using emotional selling
positioning offering people desired
royal look which is a mixture of
traditional and modern

13. Packaging
Our packaging is nothing like you will see anywhere else. The
boxes we use to wrap your dresses into are perfectly reliable to
use for long-term storage of dress.
Product classification
It’s a bridal wear brand.
Product life cycle
Our product is at the introductory stage.

14. Price
Pricing strategy
 We are going to divide our prices into 3 different ranges
to cater all our customers
 1-2.5 lacs
 2.5-4 lacs
 4-10 lacs
Pricing mechanism
 We are going to give a full package of three days to our
customers and we offer discount on party dresses if
they take the full package.
 We also offer 2 days package of special discount which
includes Barat plus Walima that will range from 3 to 10
lacs.

15. Promotion
Pull strategy
We are going to promote our brand using pull
strategy because we are going to inform our
customers about our brand and remain in contact
with them directly not through retailers.

16. ADVERTISING STRATEGY

17. Objectives
 Brand recognition
 Image building
 To build clientage
 Effective marketing
 To build credibility

18. Creative Strategy

19. Print creative strategy
Summary of strategy
 Print advertisements have been designed for
promotion in quite traditional and royal way in order
to keep it with the theme of the brand.
 We kept the advertisements very elegant in
designing that attracts the customers to have a
glance on it.
 These advertisements will be displayed on 4
different newspapers on front and back pages at
weekends.

25. TV CREATIVE STRATEGY
Summary
 The television commercial reflects the slogan of
the brand i.e. ‘Royalty’. Taking in view this
slogan we have made a royal theme for the
shoot. The shoot has been directed at the
Lahore Fort with two different models presenting
dresses with heavy work through modeling.

26. BTL Creative Strategy

27. Billboard and streamers
are included in BTL
strategy. These are placed
at 6 different busy places
of Lahore. These are
placed in the areas where
a large number of people
must see it daily

32. MEDIA PLANNING

33. We make separate plan for different media that we
use for our brand promotion and brand
recognition.
 Media plan for TVC
 Media plan for Newspapers
 Media Plan for Magazines
 Media Plan for BTL

34. SALES PROMOTION STRATEGY

35. Strategy:
 Following are the planned strategy for sales
promotion:
From August
to September
on the
purchase of
bridal dress
other bridal
accessories
will be free.
Strategy # 3
In the
wedding
season from
August to
December,
on purchase
of a wedding
dress bride
will get a pair
of shoes for
free.
Strategy # 2
With the
purchase of 3
days wedding
dresses there
is 50%
discount on
bridal makeup
from Madiha’s
beauty salon.
Strategy # 1

37. DIRECT MARKETING STRATEGY

38. Strategy
Following are the planned strategy for direct
marketing:
 Direct marketing would be done by the means of
SMS / Emails / brochures.
 Contact list from girls college, Universities and from
madeeha’s saloons will be used for this.

39. PUBLICITY STRATEGY

40. Strategy
 This strategy includes the use of CSR activities.
 The brand will start a project with the name of “ZEEST”.
Under this project KSM institute for women will be open
for the women to learn designing in cooperation with
Meezan Bank. This activity is to promote women
empowerment.
 There will be proper launch of the institute under Zeest
project in presence of media.
 Fashion show will be arranged in this concern

41. INTERNET MARKETING STRATEGIES

42.  There will be proper website of brand with all the
information related to brand. That will be updated
on regular basis.
 Moreover, the brand has its pages and groups on
social sites like Facebook, Instagram and Twitter.
 These social sites will help to provide an
opportunity to customer to get involve the brand
with the help of different activities.
 To make people interested in the brand activities
we will use the strategy in which public will be
welcomed to share their ideas and designs on the
page and 10 lucky winners will get IPhone 6.

44. BUDGET

45. TVC media planning Rs. 691,437,333
TVC Rs. 200000
Print Media Planning Rs. 17,339,184
Magazine Media Planning Rs. 525000
Newspaper Media Planning Rs. 2,85,600.00
Sales Promotion Rs 3000000
Internet marketing Rs 5000000
Direct Marketing Rs 1000000
Public Relation Strategy Rs 5000000
Total budget: Rs. 72362117

46. THANK YOU