ACKNOWLEDGEMENT

We would like to express our heartfelt gratitude to all the individuals who have supported and contributed
to the successful completion of this capstone project. First and foremost, we would like to thank our
project advisor, Mr. Farooq Shaikh for his guidance, expertise, and unwavering support throughout this
journey. His valuable insights and feedback have played a crucial role in shaping the direction of this
project.

We would like to acknowledge the assistance of Mr. Abdullah and Mr. Affan (Retail Operations
Manager- Meme) for their valuable contributions. Their support has enhanced the quality and depth of
this project.

Without the support and contributions of all these individuals, this capstone project would not have been
possible. We are truly thankful for their involvement and the impact they have made on our academic and
personal growth.

Sincerely,

Madhu Kumari Vaswani (ID # 20161-20432)

Komal Gulzar (ID # 20221-32414)
Turab Raza (ID # 20141-16980)
Zaid Akhtar Ansari (ID # 20221-32062)
Muhammad Saqib Yaseen ( ID # 20201-28320)

EXECUTIVE SUMMARY
This executive summary provides an overview of the capstone project focused on determining consumer
insights using Meme, a popular candy brand. The objective of this project was to gain a deep
understanding of consumer preferences, behaviors, and perceptions related to Meme, with the aim of
informing marketing and product development strategies.
The project employed a comprehensive research methodology that encompassed both quantitative and
qualitative approaches. The quantitative phase involved conducting a survey among a representative
sample of Meme consumers. The survey aimed to gather demographic information, purchase patterns,
brand awareness, and overall satisfaction levels related to Meme. This data was analyzed using statistical
techniques to uncover key trends and patterns.
In the qualitative phase, focus group discussions and in-depth interviews were conducted with a diverse
group of candy consumers. These sessions delved into consumer attitudes, motivations, and emotions
associated with Meme. Participants were encouraged to provide feedback, share their experiences, and
express their opinions on various aspects of the Meme, including quality, price, and brand image.
The findings of this capstone project revealed several important consumer insights regarding Meme. First,
it was discovered that the Meme has users who have done the shopping from there outlet and enjoyed the
quality. Participants expressed a preference for its pricing and quality associated with the brand.
Furthermore, the research indicated that affordability and value for money were crucial factors
influencing purchasing decisions. Consumers valued the accessible pricing of Meme, particularly in
comparison to competing brands. However, some participants emphasized the need for more diverse
options in accessories and an increased emphasis on product innovation to cater to evolving consumer
preferences.
In addition, the research identified potential avenues for marketing and promotional campaigns to further
enhance brand loyalty and engagement. The findings suggested that targeted advertising through digital
platforms, collaborations with influencers, and experiential marketing initiatives could effectively
resonate with the target audience.
Based on these consumer insights, this capstone project offers actionable recommendations for Meme.
These include product diversification to cater to targeted marketing campaigns to strengthen brand loyalty
and awareness.
Overall, this capstone project provides a comprehensive understanding of consumer preferences and
behaviors related to Meme. The insights gained from this research can serve as a valuable resource for the
company's marketing, ensuring its continued success in the competitive Pakistan clothing industry.

Industry overview:
Pakistan has a vibrant and diverse retail clothing industry with both local and international brands
catering to various tastes and preferences. Rural and urban have significant accessibility of all well-
known local brands such as Gulahmed, Alkaram, Khaadi, etc
In apparel People do shopping from Exclusively Branded, Exclusively Branded, Both Branded and
Unbranded. In depth review has been done by Ipsos consumer book. As per the survey its concluded in
terms of gender, rural vs urban and Socio Economical Class for there preferences in local brands.

Shopping habits unveiled: A Gender Perspective Graphs

Majority 79% Males and 78% Females prefer Exclusively unbranded cloths. There main mover in
shopping is price/quality/service. 17% Male and 19% Female prefer buying both branded and unbranded,
where as only 5% Males and 4% Female chose brands.

A Comparative Analysis: Urban vs Rural

A study shows that mix and different preference can be seen in the graph, due to SEC of Urban and rural
population. 64% Urban people buy exclusively unbranded, where as in rural 85% prefer to do shopping
from unbranded clothes. In both branded and unbranded people in Urban 29% are almost double the ratio
of rural that is 13%. In Urban 8% people love to purchase branded clothes, where as in Rural only 3% go
for branded shopping of local brands.
Urban Population Shopping Behaviors as per Socio Economic Class

Most of the potential is in the SEC A, as they prefer 17% branded clothing and 46% mixed shopping of
branded and unbranded clothes. Where as SEC B 11% do shopping from well known brands in market,
where as only 39% do mixed shopping. For SEC C majorly people opt for unbranded clothing around
66%, very less in mixed that is 30% and only 5% branded clothing.

Rural Population Shopping Behaviors as per Socio Economic Class

Rural areas, there is a less potential, but still 8% do shopping from branded clothing and 24% do both
branded and unbranded cloth shopping. Sec B and Sec C both have less interest in branded clothing that is
5% and 3%. Mainly they choose unbranded clothing that is 79% and 84%.

Provincial Retail Landscape: Exploring the Potential of Branded, Unbranded,

and Hybrid Shopping Experiences
Comparing Sindh with others, 24% of people prefer in unbranded and branded clothing, where as other
province either prefer mostly unbranded such as KPK 84% and Balochistan 89%. For branded clothing,
Punjab is leading with 6% of population prefer to shop from known brands.

MEME:

COMPANY BACKGROUND:
MEME IS A GLOBAL CLOTHING BRAND CREATED AND DESIGNED IN BARCELONA,
SPAIN.
It is the address where individuality is dressed. Where confidence is expressed. Where the free-
spirited, the adventurous, and the passionate discover fast fashion that’s fashion-forward.

MEME THEORY
MEME is built for the forever young whether it be by heart or soul. MEME is all about expressing
yourself and showcasing your creativity,
TRENDY.
EMPOWERING.
PASSIONATE.
HIGH QUALITY FABRIC.
COLORS.
GRAPHICs.
OVERVIEW OF Meme product:

WOMEN
1. T-Shirts & Tops

Basics Cropped Printed Tanks

2. Jeans

Flare Skinny Fit Regular

3. Trousers

Joggers Shorts Chinos Slouchy

leggings Wide Leg

4. Dresses & Jumpsuits

Denim Jumpsuits Long Midi

5. Shirts & Blouses

Basics Printed

6. Sweaters & Cardigans

Cardigans Sweaters
7. Sleepwear

Pajama sets

8. Sets

Twin Sets

9. Essentials

Tank T-Shirts Leggin gs

Top

10. Jackets & Coats

 Shackets

11. Sweatshirts & Hoodies

Sweatshirts Seleevless
Hoodies
12. Active

Jeggings Tanktop

13. Inner

Brief

14. Skirts

Skirts
MEN
1. T-Shirts

Basics Polos Printed

2. Jeans

Straight Fit Slim Fit Relaxed Fit

Standard Fit Ripped

3. Trousers
 Shorts Cargo Trousers Joggers

Chinos

4. Shirts

Printed

5. Sweaters & Cardigans

Sweaters Cardigans

6. Essentials
 T-Shirts

7. Jackets & Coats

Puffer Bomber

8. Sweatshirts & Hoodies

Hoodies Sweatshirts

9. Innerwear

Trunks
 10. Sleepwear

Sleepwear

Boys
 Baby Boys (9 Months - 5 Years)

Shirts T-Shirts Pants Hoodies

Sweatshirts Jackets Innerwear

  Boys (6 Years - 14 Years)

Pants Shorts T-Shirts Shirts

Jackets Sweaters Innerwear

Girls
 Baby Girls (9 Months - 5 Years)

Blouses Shorts Dresses T-Shirts

Pants Skirts Innerwear

 Girls (6 Years - 14 Years)

 Pants T-Shirts Blouses

Skirts Sweaters Innerwear

Geographical Position:

 Dolmen Mall Tariq Road - Karachi

 Dolmen Mall Clifton - Karachi
 Lucky one Mall - Karachi
 Packages Mall - Lahore
 Centaurus Mall – Islamabad
Key Players
Pakistan fashion industry is vast and changing as per customer need. For Meme there are several
competitors all over pakistan. We have listed few direct and indirect competitors
Direct Competitors:
 Outfitter
 lama
 SALT by Gul ahmed
 Breakout
 Furor
 Almas
 Etc

Indirect Competitors:
 Diners
 Khaadi
 Saphire
 Junaid jamshed
We did price comparision with few of the most important key players.
MEME VS Competitors Amount (Pkr)
Salt by
Women Meme Outfitters Lama
GulAhme
d
T-Shirts & Tops 1190 1000 1650 1941
Jeans 900 2000 2650 2865
Trousers 500 1000 2250 1735
Dresses & Jumpsuits 1500 5000 4950
Shirts & Blouses 1500 2000 2150 2659
Sweaters & Cardigans 1000 3000 9774
Sleepwear 1000 4,850
CO-ORD Sets 2000 5000 12,450
Essentials 1000 1,950
Jackets & Coats 2000 4000 3994
Coats & Blazers
Sweatshirts & Hoodies 2000 2000 1735
Skirts & Shorts 1000 3950
Accessories (Briefs) 1000 500 350

WOMEN
Accessories (Briefs)
Skirts & Shorts
Sweatshirts & Hoodies
Coats & Blazers
Jackets & Coats
Essentials
CO-ORD Sets
Sleepwear
Sweaters & Cardigans
Shirts & Blouses
Dresses & Jumpsuits
Trousers
Jeans
T-Shirts & Tops
0 2000 4000 6000 8000 10000 12000 14000

Salt by GulAhmed Lama Outfitters Meme

MEME VS Competitors
MEN Meme Outfitters Lama
Salt
GulAhmed
by

T-Shirts & Polos 1000 1000 1650 1735

Jeans 1000 3000 3,250 3490
Trousers/Bottoms/Joggers 2000 2000 2950 2659
Shirts 1500 2000 2850 3070
Sweaters & Cardigans 2000 4000 3789
Sleepwear 1000 4,850
Essentials 1000
Jackets 3000 5000 9,950 7182
CO-ORD Sets 6000
Coats & Blazers 6000
Sweatshirts & Hoodies 2000 2500 2650 3481
Shorts 2000 2250 2,967
Accessories (Briefs) 1000 500 250

MEN
Accessories (Briefs)
Shorts
Sweatshirts & Hoodies
Coats & Blazers
CO-ORD Sets
Jackets
Essentials
Sleepwear
Sweaters & Cardigans
Shirts
Trousers/Bottoms/Joggers
Jeans
T-Shirts & Polos
0 2000 4000 6000 8000 10000 12000

Salt by GulAhmed Lama Outfitters Meme

KIDS
 Salt by
GulAhme
Boys Meme Outfitters Lama d
Shorts 900 1290 918
Shirts 1790 1490 1350
T-Shirts/ Polos & Tank
Tops 890 990 1150 611
Pants /Trousers/Chinos 990 1690 1,950 1226
Hoodies &Sweaters 2990 3290 3,250 2148
Sweatshirts 1590 1690 1,950 706
Jackets 3990 1076
Accessories 1990
Jeans 1890 1,350
CO-ORD Sets /Suits 1990
Coat Pants & Blazers
Dresses & Jumpsuits 2990

KIDS : BOYS

Dresses & Jumpsuits

Coat Pants & Blazers
CO-ORD Sets /Suits
Jeans
Accessories
Jackets
Sweatshirts
Hoodies &Sweaters
Pants /Trousers/Chinos
T-Shirts/ Polos & Tank Tops
Shirts
Shorts
0 500 1000 1500 2000 2500 3000 3500 4000 4500

KIDS Salt by GulAhmed KIDS Lama KIDS Outfitters KIDS Meme

Salt by
GulAhme
Girls Meme Outfitters Lama d
Blouses & Shirts 2190 1690 1,950 1490
Shorts 990 890 1119
T-shirts /polos 790 890 1,150 1119
 Co-ord 8,890 1890
Pants /Trousers/Chinos 1190 890 3,450 1119
Skirts 2990 3,250 990
Sweaters 2,790 1890 4302
Sweatshirts & Hoodies 1490 1,950 1941
Jackets 2490 3994
Accessories 1490
Jeans 1890 1941
Dresses & Jumpsuits 1690 3,450 1119

KIDS- GIRLS

Dresses & Jumpsuits

Jeans
Accessories
Jackets
Sweatshirts & Hoodies
Sweaters
Skirts
Pants /Trousers/Chinos
Co-ord
T-shirts /polos
Shorts
Blouses & Shirts
0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000

KIDS Salt by GulAhmed KIDS Lama

KIDS Outfitters KIDS Meme

Project Objective:
We have concluded all the requirement for the project into below points:
 BRAND AWARENESS:
 BRAND LOYALTY IN GEN Z
 CONSUMER EXPERIENCE CYCLE
 UNDERSTANDING DIGITAL LANDSCAPE

Qualitative Objectives
 To Understand the attitude of the consumers towards the brand MEME
 To understand the digital landscape, the platforms, content types, and engagement
strategies that would resonate with the target audience.
 To understand the key drivers and inhibitors for the Category.
  To understand the sleepwear category of prevalent brands in competition with the high-
end market
 To understand the market, consumer behavior, and competition to ensure MEME's
sustained presence.

Quantitative Objectives
 To determine the purchase intention of existing category users after the product trial.
 To measure brand awareness, brand loyalty cultivation among GEN Z consumers, and the
implementation of experiential marketing tactics for MEME

RESEARCH METHODOLOGY
We are using a combination of qualitative and quantitative data collection methods for this research

DATA COLLECTION METHOD

Quantitative Instruments:

Survey Questionnaire

Qualitative Instruments:

Focus-Groups

Observations/Retail Audit
Sample size
POPULATION
sample
AGE MALE FEMALE TOTAL percentage size
14-20 13075928 12390404 25466332 21% 84
21-25 21833457 21257114 43090571 35% 142
26-30 15876796 15925394 31802190 26% 104
31-40 10664047 10731040 21395087 18% 70
total sample
121754180 size 400

e 0..05
n: =N/(1+Ne^2)
n: 400

sample size

14-20 21-25 26-30 31-40

Retail Survey
INFERENC
QUANTIT
MAJOR E FROM
S. COMPO ACTION PREA ATIVE
OBJECTIVES CONSTR KEY
No NENT S MBLE STATISTI
UCTS INSIGHTS
CS
(MEME)
Conduct Brand
physical visibility to
visits to the customer
Brand
selected is normal. All
Visibility
retail outlets are on
and
outlets the floor
To conduct a Placemen
featuring where access
comprehensive t:
Meme is easy for
assessment of every walkin
Western
the presence and customer
OBSERV Clothing
1 performance of
ATION Brand for
Meme Western
firsthand
Clothing Brand
insights Men/
in selected retail Inventory
into brand Women/Kids
outlets. Levels
presence all inventory
and
and is sufficient
Availabil
performan as per the
ity:
ce. need
Evaluate
Meme's
 trafic flow is
less compare
to other
brands such
as
Personal
outfitter/break
Space
out/Furor
and
On average as
Traffic
the
Flow
transactions is
around 40-50
purchases per
day for tariq
prominenc road.
e against
competito
rs and
Colors NO Aroma
ensure
and found
consistent
lightning Music issue
data
and its very
collection
low vibe as
by
Store the targeting
assessing
Environ market is
inventory
ment and Genz.
levels
during Presentati
store on
To conduct a Possible
thorough Insights Mixed
analysis of sales collected placement of
trends for our via all section
modern fashion physical Labeling was
Store
wear brand interviews fine
Layout
across selected of the Kids wear
retail outlets. POC(Avai positioning
RETAIL This assessment lable in was in the last
STORE will involve stores that section
2
INSIGHT identifying time) .
S popular product Informatio
categories, n Very less
evaluating price collected staff to
Customer
ranges, and in the engage any
Interactio
analyzing light of customer
n and
generated approved didn’t seem
Engagem
revenue. questionn very much
ent
Additionally, we aire energetic as
will assess designed compare to
 other brands
staff
- Less
motivated
Competit
Outfitter main
or
competitor
Comparis
- Total staff
on
13
- Good
aroma/Vibran
t colors/
Music
Product
placement
Product need to
Placemen reorganize
t - Meme have
kids/men/wo
men wear ,
which they
can easily
upsell to all
Cross the walkin
Selling customers
inventory levels to gather Opportuni Visual
and gather meaningfu ties Merchandisin
insights into l insights.
g needs to be
customer
increased
perceptions of Visual
value for money. Merchan
dising

- Seasonal
Variation in
Seasonal
Variations
all 3 category
is available
timely.
 Shirts and
Least dresses prices
expensiv are cheaper
e compare to
fabric quality

Most
Expensiv
e

Inventory
Value

Most
selling

Value for
money
 Engage
with Point
of Contact
(POC) at
Meme
stores in Footfall
malls to
gather
To estimate the crucial
CONSUM customer footfall data on
ER in the respective customer
INSIGHT outlet and clinch preference
3
FROM customer s,
RETAILE behavior from purchasin
R seller’s g
perspective. behavior,
and Brand
promotion preferenc
al e
activities
for a
comprehe
nsive
analysis.
Brand
switching
(promoti
on effect)
TVC
impact
Celebrity
Impact
Reason
of
Preferenc
e

The team conducted retail survey based on 3 components

1. Observation
Core Objective
To conduct a comprehensive assessment of the presence and performance of Meme Western
Clothing Brand in selected retail outlets.
Actions used to achieve objective
Conducted physical visits to selected retail outlets featuring Meme Western Clothing Brand for
firsthand insights into brand presence and performance. Evaluated Meme's prominence against
competitors and ensure consistent data collection by assessing inventory levels during store
visits.
The major factors and constructs
The retail report examines major constructs including brand visibility and placement, inventory
levels, availability, personal space, traffic flow, colors, lighting, and overall store environment
and presentation.
Findings
Brand Visibility and Placement: In analyzing major constructs and quantitative statistics for Meme,
the brand has strategically positioned itself for high visibility and accessibility, particularly
within larger malls with complex layouts like Dolmen Mall Clifton, Luckyone. Despite potential
challenges in navigating such spaces, Meme's focus on prominent locations near or beside
competitors ensures convenient access for customers.

Inventory Levels and Availability: Inventory management appears robust, with 80% of products
deemed sufficient, 0% reported unavailability, and a minor 20% falling into the category of
excessive inventory. Notably, the inventory for men and women adequately meets customer
demand while maintaining a balance between sufficiency and excess. However, there is a
noticeable gap in inventory for kids, indicating potential room for improvement in catering to
this demographic.

Personal Space and Traffic Flow: The analysis of personal space and traffic flow indicates that the
store layout is generally organized to facilitate easy navigation, providing ample space between
displays and aisles. During peak times or special events, larger outlets may experience increased
foot traffic, with an average of 40-50 purchases per day recorded on Tariq Road outlet.

Colors and lightning: Regarding colors and lighting, the majority of respondents find them
appealing (40%) or sufficient (50%), but concerns arise from the absence of aroma, music issues,
and a low vibe—particularly significant given the target market is Gen Z.

Store Environment and Presentation: In terms of the store environment and presentation, a majority
of respondents express positive sentiments, with 23% finding it attractive and 75% considering it
good. However, there is room for improvement, as 2% of respondents perceive the environment
as bad, and some customers note that it falls somewhat short compared to competitors.
2. Retail store insights
Core Objective
To conduct a thorough analysis of sales trends for our modern fashion wear brand across selected
retail outlets. This assessment will involve identifying popular product categories, evaluating
price ranges, and analyzing generated revenue. Additionally, we will assess inventory levels and
gather insights into customer perceptions of value for money.
Actions used to cater objective
Possible Insights collected via physical interviews of the POC(Available in stores that time) .
Information collected in the light of approved questionnaire designed to gather meaningful
insights.
The major factors and constructs
The analysis encompasses key aspects of Meme's operations, exploring the effectiveness of its
store layout, staff interaction and engagement, competitive positioning, product placement
strategy, cross-selling initiatives, visual merchandising efforts, and its adaptability to seasonal
variations.
Findings
Store Layout: Quantitative analysis of Meme's store layout reveals a division with 35% allocated
to the Men's section, 45% to the Women's section, and 20% to the Kids' section. Despite clear
section labeling, customer feedback emphasizes a need for a more strategic layout. Concerns are
raised about the positioning of the Kids' section at the end, potentially inconveniencing
customers seeking children's wear. This insight highlights an opportunity for Meme to optimize
its store layout for enhanced customer navigation and satisfaction.
Customer Interaction and Engagement: The data indicates that customer interaction and
engagement at Meme are reported as 16% engaging, 77% sufficient, and 7% dull. The qualitative
feedback sheds light on a significant concern – limited staff engagement. Customers note a
perceived lack of energy and motivation among the staff, particularly in comparison to
competitors. Addressing this aspect is crucial for Meme to elevate the overall shopping
experience and foster positive interactions with customers.
Competitor Comparison: Competitors like Outfitter, LAMA, and BREAKOUT showcase higher
staff diversity, vibrant atmospheres with pleasant aromas and energetic music. The welcoming
and busy demeanor of competitor staff contributes positively to the shopping experience. Meme
can draw valuable lessons from these competitors to enhance its own staff dynamics and store
ambiance.
Product Placement: Quantitative data on product placement reveals that hanger shelves account
for 50%, display racks for 35%, and mannequins for 15%. However, customer feedback
recommends reorganizing product placement to enhance the customer journey. The specific
mention of the Kids' section suggests a need for a more strategic arrangement, potentially in line
with the placement of Men's and Women's sections. Additionally, increasing visual
merchandising efforts could contribute to a more appealing presentation of products.
Cross Selling Opportunities: Customer feedback indicates limited cross-selling opportunities,
with responses stating that there are no significant initiatives beyond undergarments. Meme has
an opportunity to explore and implement strategic cross-selling strategies to encourage
customers to explore a broader range of products during their shopping experience.
Visual Merchandising: While the availability of visual merchandising is acknowledged,
qualitative feedback suggests that its placement is not effective. This insight provides a clear
opportunity for Meme to assess and refine the strategic positioning of visual merchandising
elements, ensuring they enhance the overall aesthetics of the store and attract customer attention
effectively.
Seasonal Variations: The report highlights that Meme successfully implements seasonal
variations for both summer and winter across all three categories – men's, women's, and kids'
wear. This demonstrates adaptability to market trends and customer preferences, contributing
positively to the store's overall appeal.
3. Consumer Insight from retailer
Core Objective
To estimate the customer footfall in the respective outlet and clinch customer behavior from
seller’s perspective.
Actions used to cater objective
Engage with Point of Contact (POC) at Meme stores in malls to gather crucial data on customer
preferences, purchasing behavior, and promotional activities for a comprehensive analysis.
The major factors and constructs
The comprehensive evaluation covers the spectrum of pricing dynamics, ranging from the least
expensive to the most expensive products, as well as identifying the top-selling items and
assessing their perceived value for money. Additionally, the report scrutinizes footfall patterns,
delving into brand preferences among customers, analyzing the impact of promotions on brand
switching behavior, and exploring the influence of TV commercials and celebrity endorsements
on consumer perceptions.
Findings
Least Expensive: Meme's product range includes basic T-shirts, identified as the least expensive
items, serving as popular and affordable choices for both men and women. This category's
affordability and wide appeal contribute to its status as a high-volume, budget-friendly offering
within the store.
Most Expensive: In contrast, the most expensive items identified are Men's Leather Jackets
priced at Rs. 12,490 and Women's Tracksuits at Rs. 10,190. These higher-priced items may cater
to a more niche market seeking premium quality or specialized products, contributing to a
diverse pricing strategy within Meme's inventory.
Most Selling: Basic T-shirts remain the best-selling items, priced at Rs. 2390 for 2 pieces,
highlighting their popularity and affordability. Additionally, Women's Spaghetti, priced at Rs.
1090, demonstrates a strong market demand, emphasizing the effectiveness of Meme's pricing
strategy and product positioning.
Value for Money: Customers perceive Meme's products as offering excellent value for money
across the board, reflecting positively on the brand's ability to provide affordable options without
compromising quality. This perception enhances customer satisfaction and loyalty.
Footfall: The footfall analysis indicates that 13% of customers visit in the afternoon, 38% in the
evening, and 46% at night. The detailed count, with around 200 visitors in the afternoon, 500 in
the evening, and 600 at night, provides valuable insights into peak hours, allowing for strategic
planning of staffing and promotional activities.
Brand Preference: Outfitter emerges as the preferred brand, with customers noting the appeal of
seasonal and festival promotions as well as promotions for new arrivals
Brand Switching (Promotion Effect): Customer responses indicate a 100% brand switching rate,
emphasizing the significant impact of effective marketing on customer behavior. The correlation
between effective TV commercials (TVC) and increased brand switching is highlighted,
showcasing the importance of promotional efforts in influencing consumer choices.
TVC/Celebrity Impact: The impact of TV commercials (TVC) is reported to be 50%, with
retailers attributing multiple times increase in sales to effective TVC campaigns. Celebrity
endorsements also play a significant role, with 49% of retailers expressing belief in their positive
impact on the decision-making process. This insight underscores the importance of strategic
marketing efforts, including TVC and celebrity endorsements, in enhancing brand visibility and
sales.
Key Findings from Retail Survey
In summary, while Meme demonstrates strengths in brand visibility, inventory management, and
store layout, there are opportunities for improvement in areas like inventory for kids, ambiance
enhancements, and addressing concerns related to aroma and music to better align with the
preferences of the Gen Z target market.
Meme exhibits strengths in seasonal variations and well-labeled sections but should address
opportunities in optimizing the store layout, improving staff engagement, refining product
placement, exploring cross-selling initiatives, and strategically placing visual merchandising
elements to elevate the overall shopping experience and stay competitive in the market.
Overall, these detailed insights into pricing, customer preferences, footfall patterns, and the
impact of marketing efforts provide a comprehensive understanding of Meme's market
positioning and opportunities for further growth and refinement.