HAMDARD UNIVERSITY

HAMDARD INSTITUTE OF MANAGEMENT AND SCIENCES

SUBMITTED BY: LAIBA SIDDIQUE

BATOOL KHALID
MONIBA AZAR
DATE OF SUBMISSION: 07-07-2019

SUBMITTED TO: MAM SHAMAILA BURNEY

ACKNOWLEDGEMENT:

We express our deep gratitude to the Almighty Allah who created and
nurture of in this transitory world. We also express our gratitude to him
for giving us an opportunity to do this project successfully, under our
BBA program.
I respect and thank Miss Shamaila Burney, for providing us an
opportunity to do the project work and giving us all support and
guidance which made us complete the project duly. I am extremely
thankful to her for providing such a nice support and guidance, although
she had busy schedule managing the corporate affairs. I heartily thanks
for their encouragement and more over for their timely support and
guidance till the completion of our project work.
 LASICA
EXECUTIVE SUMMARY:
The marketing communication plan is designed for new marketing campaign for
Outfitters Company. Outfitters Company is manufacturer of jeans and other
clothing brand of new women, men and for kids. These brands are famous due to
style and quality and people feel glamour/fortune using the product of this brand.

The plan include introduction history of the company and it also includes
promotion analysis, corporate strategies, objectives, relevant advertisings
through different medium like billboard, magazine, advertisement etc. after then
evaluation and finally media plan has described.

The overall goal of this plan is:

 To inform persuade and remind the potential customers about its product.
 Build awareness, demand, loyalty, satisfaction.
 Build strong brand equity.
 Create bond between consumer and company.
 Understand consumers need and wants.

COMPANY INTRODUCTION:
A signature for all Pakistani women.Women go crazy when season of lawn start.
Because in Pakistan lawn is suitable for women. Our company is designing fine,
high count yarns and good result texture lawn for women. Our company lawn
made from yarn is soft and slight texture which is light in weight and suitable for
women to carry. And also provide good color combination and texture for them.
We launch different lawn prints because we know how you feel in love with lawn
to wear during summer to beat the heat. Our company provided quality fabric
because we see much designer lawn come and go in market because they are not
fulfilling the consumer need. We have focused on consumer love, trendy design
and quality fabric so that our customer may get the quality that they want along
with this we also have special lawn formulation for softer and more luxurious. We
provide unstitched and ready to wear both variety for customer to make
remarkable impression over the fashion industry of country. Our country aims to
spreading talent and serving their country by success in fashion. Many famous
brand from Pakistan produced a variety of lawn in recent year like veeneza,
breeze, gulahmed and many more. So like these brand outfitters provide jeans for
men and women our company should engage with outfitters and launch our lawn
product with outfitters brand to make our product image stronger in public.

EXISTING COMPANY
OUTFITTERS INTRODUCTION:
Outfitters is a name which is synonymous with fashion and trend in Pakistan.
Establish in 2003 this is company birthed out of an ambitious investment in the
fashion industry by the visionary team pioneer of providing the latest fashion
apparel to the Pakistani consumers, outfitters has been at the forefront of the
introducing the latest and trendiest cloth for the masses with the immense love
and support of the loyal customer over the last 15 years. Outfitters able to expand
in to further brand with 60+ stores throughout Pakistan. Outfitters started out as
trendy street smart fashion for men and women in 2008 outfitters introduced a
brand for kids as outfitters junior focusing on kids fashion. The company growing
and now has set foot in the international market with aims to elevate the brand
into a truly global player.

OUTFITTERS HISTORY:
Outfitters junior, bang and ethnic are all brand of parent company time clothing
pvt establish in 2003 and having its headquarter located in Lahore over in area of
70,000 area square feet. Time clothing introduced the fast fashion business
concept of Pakistan. Time clothing pvt has long standing commitment for its early
days in 2003 as a manufacturer of knits and woven, it has expanded its product
range and now specialization in design manufacturer marketing and distribution
of ready to wear apparel and accessories. Today its production has reached up to
1800000 annually. Outfitters establish in 2003 as retail arm of time clothing pvt
ltd has grown become the market leader in Pakistan. With more than 65 stores
spread over 14 cities initially outfitters focused on men an women street smart
fashion or later in 2007 a brand for kids was launched by outfitters junior. Most
recently outfitters has open its first store outside Pakistan in Dubai and plans to at
many other destination in to that list in near future.

VISION STATEMENT:
To make a difference through our branding to stay a head of fashion trend market
changes at the latest technology.

MISSION STATEMENT:
Our mission is to create an apparel company that can offer superior quality and
value to the consumer. We will accomplished this by being committed to offering
great service and real value to our business partner and consumer. We must
balance goal and superior profit ability to return on investment leadership market
position and superior product services.

PRODUCT INTRODUCTION:
LAUNCHING:
Lawn

THEME:
 Introduced collection for suitable season.
  Provide good quality.
 Introducing different fabric with season.
 Set the reasonable price.

STRATEGY:
 Create engaging literature and material to support our product when
customer are not sure what a product does it can be mysterious and
exciting but also questionable so create a direction by setting goals provide
as much information as possible.
 Fulfill consumer need and demand by listening design material and color.

PEST ANALYSIS:
 POLITICAL:
The political situation of Pakistan is not satisfactory. Due to the rapid change in
the government, every government sets its new trade policies.

 ECONOMICAL:
The economy is moving towards recession due to which one of the major
focus of Lasicais upon the element of pricing.
 SOCIAL:
There are dynamic changes occurring in the lifestyle of individuals. Use of
the internet and online shopping has increased drastically. Lasica is
adopting the changes side by side fulfilling the demands of their target
audience.
 TECHNOLOGICAL:
Technological advancement in all the sectors of the country has changed
the entire socio-economic environment. Lasica also follow these trends side
by side. They have automatic billing system, e-store computerized
machines and devices are placed in all outlets.
 SWOT ANALYSIS:
STRENGTHS:
 High quality fabrics and prints
 Use of latest digital print technology
 Fashionable and wearable Exclusive and unique print designs
 Fresh and fun print designs
 Strong use of colour
 Refreshing and fashion forward prints

WEAKNESSES:
 Very distinct, statement prints
 Quite a niche market – style, colours, age range

OPPORTUNITIES:
 Open stand-alone stores
 Use innovative printing methods
 Incorporate sustainable elements into designs

THREATS:
 Market saturation
 Economic recession

MARKETING MIX:
PRODUCT:
Our product is a lawn by outfitters which is very unique because as outfitters only
make jeans and shirts therefore we have come up with a new idea of outfitters
lawn. Our lawn is a very soft fabric and specially made for summers. People are
getting attracted to it because of it’s uniqueness creativeness and something
new.

PRICE:
Lasica has placed themselves as a mid-range fashion brand for that casual
consumer that doesn’t mind spending a reasonable amount of money for good
quality clothing. The pricing strategy is for that consumer who will spend a
reasonable amount for good quality clothing.

PLACE:
We have the strategy of opening our store at shopping malls where most of
people from the city come for shopping and gets attracted to our brand when
they see it.

PROMOTION:
We are doing the promotion of our lawn by giving advertisements on television
and newspapers and by publishing the magazines of outfitters lawn by making the
Facebook page and by giving free samples of our product to celebrities who will
advertise our product.

ACTION PLAN:
Action plan is very important to evaluate our product to check our product
whether we are going toward the right direction . We planned or our target will
not achieve through this campaign. The evaluation strategies that will use. When
introducing evaluation strategy help to make decision either to run or not. Many
elements are evaluate and observe under decisions are made like.
MARKET A LANDIND PAGE:
Build up hype about your product. Designing a landing page for your product.
Design a landing page of your product with an introduce lawn with an email
registration to keep consumer engage or update .

LAUNCHING IDEA:
For TV advertisement this method is very effective to grab the attention of
consumer and convey the product message and build strong image for TV
advertisement. The actual purpose of this theme is to check that the message we
have developed through our advertisement is receive or not.

ORGANIZE YOUR PRIORTIES:

Every employee has an new idea and strategy so listen closely to every employee
may be an employee idea is mean for a company.

BEHAVIOUR ANALYSIS:
This strategy is make to check behavior of people when you introduce your
product to them. Observe their behavior expression interest toward the product.

PRODUCT DESIGN STRATEGY:

We will provide the standardized product with the pessage of time and demand
we will improve and modify the existing product by adding extra features to the
customer.

VARIABLE OF THE PRODUCT:

 Affordability.
 Comfort.
 Color
 Design.
 Social pressure.
  Price.
 Age.
 Inner satisfaction.
 Style.

SAMPLING UNIT:
The unit of analysis used in this research is individual females who are household
and professionals, student, working ladies and others.

AVAILABLE SIZES:
We provide different sizes on demand but standard size is 2.45 meter shirt, 2.45
meter trouser, and 2.45 meter dupatta for long shirts, frock and frills extra piece
providing for women.

PACKAGING:
Pack dresses in zip plastic bag with poster of stitched design and it will be hand
over in silk beg with company logo.

RESULT OF EVALUATION:
After the product launch sale have checked . Mostly the sale of 1 month with
previous month either the sale has increased then we evaluate the elements or
theme we use has done what we are expecting from it. Whether the product has
created the good image of the brand. After evaluating all the thing we are
expecting from one campaign are meeting through increase sale value and the
consumer quantity of product also increased.

MARKET DEMOGRAPHICS:
In Market demographics we will make our lawn product by social class or income,
location, climate (like desert or tropical), language, and a host of other features
that enable people to be classified together as a group. So as a market
demographic is a slice of the population that's likely to buy or use a product, and
thus, these are the people at whom marketing efforts are directed.

MARKET SEGMENTATION:

In Market segmentation in our company for making product we will be dividing

the activity of a broad consumer or business market, normally consisting of
existing and potential customers, into sub-groups of consumers based on some
type of shared characteristics. In dividing or segmenting markets our researchers
will typically look for common characteristics such as shared needs, common
interests, similar lifestyles or even similar demographic profiles.

We will identified Many different ways to segment a market. Business-to-business

(B2B) sellers might segment the market into different types of businesses or
countries. While business to consumer (B2C) sellers might segment the market
into demographic segments, lifestyle segments, behavioural segments or any
other meaningful segment.

MARKET NEEDS:

In Marketplace needs we will provide the company’s emotional needs or desires

of a target market. As a successful company we will identifywhen a segment of
customers is not effectively served by existing providers and develops and
promotes products or services to match because the more critical the needs of
the market , the more profit we can potentially generate.

CONSUMER INSIGHT:

A consumer insight our business will use the interpretation in we will gain a
deeper understanding of how their audience thinks and feels. We willanalyze
human behaviours which will allow our company to really understand what our
consumers want and need, and most importantly, why they feel this way.

When consumer insight research will be conducted properly, we will improve the
effectiveness of how our company communicates to its customers, which is likely
to change consumer behaviour, and therefore our company’s sales will increase .
MARKET TRENDS:

In market trend our traders will attempt to identify market trends using technical
analyses we will use a framework which will characterize market trends as
predictable price tendencies within the market when price reaches support and
resistance levels, varying over time.

MARKET GROWTH:

In market growth we will increase in the demand for a particular product or

service over time. For example, a new technology might only be marketable to a
small set of consumers, but as the price of the technology decreases and its
usefulness in every day life increases, more consumers could increase demand.

CONCLUSION:

Having a beautiful lawn is more beneficial than the aesthetic feeling of your
home. Your lawn is your own little piece of the world one that can make as
beautiful as your mind can imagine. A beautiful lawn can be so satisfying to the
homeowner. Take all the step in this book to insure that your little piece of the
world makes you happy.