shahbaz ppt
TRANSCRIPT
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TEXTILE INDUSTRY (WOMEN’S WEAR)
GUL AHMED AND JUNAID JAMSHED
By: Mayeda Ali Shanza Khalil Abdul Rehman Nasir Mohammad Daniyal Aleem Shahbaz Ahmad
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INDUSTRY OVERVIEW It contributes the most to the national exchequer It is a lucrative industry and provides employment to
around 30% of the total workforce of the country The structure is oligopolistic as there is
interdependence between firms where one’s price would effect the other
We have chosen Gul Ahmed as the big player as it has around 50% of the market share (According to BM)
We have chosen Junaid Jamshed as the other player as it is slowly moving its way up in women’s wear. Its market share is around 20% (According to BM)
Category belongs to dissonance reducing buying behaviour.
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It began textile trading in early 1900s and was listed on KSE in 1970
It has established itself as a market leader in the particular category and has around 300 state of the art weaving machines
Its environmental-friendly approach can be demonstrated by its water treatment plant
Ideas by Gul Ahmed marked its entry in the retail business It has more than 40 retail stores throughout the country Apparel line consists of lawn, linen, chiffon, khaddar etc
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Its name is based on a former pop singer of Pakistan, Junaid Jamshed who is a very good friend of the owner
Initially ventured only into menswear but then saw the womenswear as a category with great potential and stepped into it
Its USP is the eastern style in which it wants to make its consumers feel that eastern wear is just as good as western wear
It doesn’t show any models It recently opened its branch in Houston and is also present in
the UK
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STP
Junaid Jamshed Gul Ahmed
Target market was initially the male population, but soon demand came from the female side as well. 70 percent of the sales come from the females, where teenage females up to women who are 40 years of age are targeted.Positioning: Emphasis on the Eastern wear by offering stylish and up to date designs that aligned with the Shariah.
Target market is women between the age 18-45. After segmentation, Pakistani and Foreign South Asian women are main customers. Caters to both rural and urban areas.
Positioning: Positioned on emotional values where it makes you look and feel great. We try to promote cultural heritage and bonds through our commercials –Mr Majid’
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PRODUCT LINES IN FEMALE CLOTHING, GATM Prêt wear Lawn suits stitched Lawn suits unstitched Khaddar and cambric (both stitched
and unstitched) We will mainly be focusing on lawn
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o Lawn fancy Chantilly de Chiffon Embroidered Chiffon Fluer De Chiffon La Chiffon Premium Embroidered C
hiffon Trencia Satin Silk
oLawn normalEmbroidered Lawn Normal Lawn Safari Lawn Single Embroidered Coll
ection Two Piece Lawn Single print collection
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PRODUCT LINE FEMALE CLOTHING J. Stiched Unstriched Kurti Dupattas Fabric: lawn/ cotton/ chiffon/ silk
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NPD @ GATM (WOMEN’S WEAR) Every season new prints, designs and
cuts based on fashion and research No repetition in designs This season’s new product includes
safari lawn prints Plan of getting further into shawls (the
have already launched a few designs) None of the products have failed so far!
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NPD J.Junaid Jamshed Continuous process Variants which avoid showing of skin To become trendsetters in the market New designs and prints launched every
season
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PRICING
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Generally based on: STP Competitor Willingness to pay (via market
research) Prices are same all over the country No compromise on quality
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PRICING (UN-STITCHED) GUL AHMED Minimum price 27,00
Maximum 15,000
JJMinimum Price
1,985Maximum 4,985
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PRICING (STITCHED) GUL AHMED Minimum price 2500
Maximum20,000
JJMinimum Price
3000Maximum 6,900
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PLACEMENT
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DISTRIBUTION GULAHMED
Factory WarehousesRetail outlets
FactoryWarehouse
sDistributer
sLocal shops
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RETAILING
Bigger than 600 sq ft stores are IDEAS
Smaller stores are named GULAHMED SHOPS
IDEAS stores stock more categories ie. Home
décor, bed linen etc
GATM is one of the biggest textile exporters
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STORE LAYOUTS IDEAS Size: Big, multiple
levels Ambiance: good Smell: pleasant Music: light Layout:
Contemporary with one entire floor dedicated to each category
GULAHMED Size: Big, Single level Ambiance: good Smell: pleasant Music: light Layout:
Contemporary with multiple categories on the same floor
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DISTRIBUTION J.
Factory
Warehous
e
Outlets
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J. OUTLETS Pleasant scent No music Usually single level stores with multiple
departments Sales reps
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ONLINE SHOPPING Both brands have enabled an online
shopping system offering COD and online payment.
Its online shopping contract is with daraz.pk
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ISSUES IN RETAILING New sales reps lack product knowledge Heavy training required May lead to unhappy customers Solution: GATM performs mystery
shopping and training of staff
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PROMOTION AT GATM
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ADVERTISING Depends on: I. BudgetII. CompetitorsIII. TrendsIV. Mood board
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CURRENT CAMPAIGN: ‘A BEAUTIFUL JOURNEY’ Tv ads Radio ads Current campaign: Piyaa re song used
because youth is now the target and youth likes sufi music
Emotional positioning
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BTL PROMOTION
Newspapers Out of home: GATM has bought spaces
for bill boards Billborads led to cultural issues Magazines: Based on recency frequency
of purchase, favourite tool of GATM Sales promotion: sales and discounts Word of mouth
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DIGITAL MARKETING Facebook Twitter Text messages
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CRM Exchange policy Repair policy Super brands award 2007/08
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QUALITY STANDARDS Maintains high quality standards: Oeko-Tex Standard 100 Organic Content Standard (OCS) ISO 9001:2008 - Certification on
Quality Management Systems Global Organic Textile Standard
(GOTS) SA 8000:2008 - Certification on
Social Responsibility
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PROMOTION AT J.
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LATEST CAMPAIGN: SOULLY EAST
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BTL Newspapers Mobile marketing Sales promotion Billboards Catalogue Word of mouth Low budgets
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DIGITAL MARKETING Fb Twitter Texts
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CONSUMER BEHAVIOR @ GA Consumer behavior has changed in
recent years
Billboards all year rounds at same place
Training of staff to take men towards men section
Customer decision Journey
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CONSUMER BEHAVIOR @ J. The mindset about lawn has changed in
recent years
Feedback
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MARKET RESEARCH @ GA Research is done in their own outlets
and those of competitors’
Mystery shopping
High research when launching new product lines.
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MARKET RESEARCH @ J. Brand involvement is checked on a
periodic basis Mystery shopping is carried out to find
and detect the problems with the sales staff
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ISSUES AND RECOMMENDATIONS OF INDUSTRY CROP ISSUE
UTILITIES ISSUE
PR ISSUE
COUNTERFEIT ISSUE
CSR ISSUE
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ISSUES OF GUL AHMED HIGH STAFF TURNOVER
GREY CHANNELS
LOGISTICS NOW INSOURCED
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ISSUES OF J.
NO TV ADS
RELIGIOUS COMPLIANT CLOTHES ISSUE
NO MODELS