Marketing Mix of Alkaram Winter Collection 2011

Marketing Mix of Alkaram WinterCollection 2011

Focused: Product & Branding

Submitted to Sir Shameel A. Zubari

KUBS

MBA II (Evening)




KUBS

MBA II (Evening)




KUBS

MBA II (Evening)

Marketing Mix of Alkaram Winter Collection2011 | 2

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Executive SummaryAl-karam was found in march 1986.Al-karam is a well known name in Pakistan fashionindustry and their dresses are always awaited. They are manufacturer and supplier both inlocal market as well on international level and they have clients all over the world likeWalMart ,Jcpenny,Ikea etc…

They are one of the few vertically integrated operations in Pakistan and have capacity tofulfill all types of orders with a constructed area of over 1 million square feet. They offerdiversified range of products.

Customers wants variety, quality ,elegant design & class & Al karam is providing the same.They provide different type of fabric including khaddar, linen and jamawar & decidecolours according to the season. They always come up with latest fashion trends, this yearafter the successful launch of their summer collection, they have introduced wintercollection 2011-2012 season

The winter series consists of five major collections, including Resham Linen EmbroideryResham Linen Print, Khaddar Embroidery, Khaddar Print & Jamawar Collection Alkaramclearly stands out and leaves all its competitors far behind because of its state of the arttechnology, including the latest spinning, dying and weaving machines producing highquality fabric which is a far cry from its competitors, who buy clothing material and hiredesigners for their production.

They recently launched their fashion display stores in Lahore & Karachi with the name of“Al-Karam Studio”. Their brand is identified by its name as Al-Karam. They promises togive something new to customers, a thing which has been never tried before in a lowestpossible rate, in a sense that nobody is providing what they are in that price. All kinds ofplacing approaches are used by Al-karam and their products are available at all big storesand even at small shops because they are in demand.

For promotion Alkaram uses Broadcasting (Adds are on different TV channels like HumTV, ARY Digital, TV One & Dawn News etc.)

1. Print ( In form of Catalogues, News paper & Bill Boards)2. Internet (using Social Networking website like Facebook & has their own

attractive website).3. And personal selling in terms of shows.


CONTENTS

Executive Summary 3

Company Profile 5

1. Product: 7

1.1. Brand: 9

2. Place: 12

3. Promotion: 14

4. Price: 15

5. Some memorable moments of our visit at Alkaram Textile Mills(Pvt.) Ltd. 17

6. Questioner 18


Company ProfileAl-Karam Textile Mills is one of the leading textile mills of Pakistan. It was establishedin 1986. Al-karam is a well known name in Pakistan fashion industry and their dressesare always awaited by ladies from all across Pakistan. Their dresses always containbeautiful designs with best quality fabrics and this makes their brand one of the mostsuccessful fashion brands of Pakistan. They are a manufacturer and supplier ofdistinguished fabric for apparel, home and industrial markets with clients all over theworld like: Wal Mart , Ikea , Calvin Klein etc.

Their ability to create forward-thinking solutions that give their clients a competitiveadvantage is what sets them up apart. Their core services include:

1. Fiber manufacturing2. Spinning3. Weaving4. Knitting5. Dyeing and printing of woven and knitted fabrics Designing6. Cutting and Stitching

With a constructed area of over one million square feet, Al Karam has the capacity tofulfill small, medium and large scale orders. They are one of the few verticallyintegrated operations in Pakistan. Offering a diversified range of products, theircustomers can mix and match from a wide variety of prints, yarn dyed, solids, dobbyand jacquard. They also deal in twill, sateen, basket weave and percale, knitted towoven fabric; and thread counts ranging from 130 to 1000.

Al Karam also provides their customers with complete in-house design solutions.Their creative center is equipped with state of the art designing and samplingequipment and skilled textile artists.

In an industry where deadlines are a way of life, Al Karam is proud to have a proventrack record of service quality and on-time delivery. For customers convenience theymaintain a comprehensive order tracking system, so they can stay on top of theirorder at all times.


VISION:

To be the world’s best integrated textile solution enterprise with the leadershipposisiton across products and markets, exceeding customer and stakeholdersexpectations.

MISSION:

Offer Innovative, customized and value added services to our customers.

Actively explore potential markets and products

Optimize use of all resources Maximize people development initiatives Become process driven organization Be knowledgeable leader and an involver and an innovator in their business Exceed compliances and global quality standards Be an ethical, transparent and responsible global organization

VALUES

1. Develop satisfaction2. Passionate about excellence3. Develop human capital4. Fair to all5. Concern for the environment and the community6. Safety and health7. Responsible co-operate citizen



1. Product:Alkaram thinks one step ahead towards providing ultra comfort as well as chic and trendy

clothes to its customers. Alkaram though a big name have to keep itself up to the mark,

keeping in mind a lot of competitors already there in the market. To sell well, a company

has to keep in mind the market demand as well as satisfaction of its customers. Customers

want variety, quality, elegant design & class and Alkarm is providing the same. They

always come up with latest fashion trends with best quality fabrics with new and

innovative style and glamour. For example, this year, after the wonderful

and successful launch of their summer collection, they have now introduced their winter

collection for 2011-2012 season.

As they say different strokes for

different folks, same is true about

Alkaram, keeping in view a variety and

range of customers they have come up

with a wide range of fabrics. Colours

and also designs have been chosen in

compliance with the winter spirit.

Open the windows to winter with

Alkaram’s latest winter collection for

2011-2012. A leading textile mill and

fashion house, Alkaram brings a

sophisticated and enchanting winter

series. Get yourself ready for the close


















































encounter of the winter season. Being indoors, fabric clad, checked up in the latest

Alkaram winter collection, you can rival the seasons best with your subtle style. The winter

series consists of five major collections, including Resham Linen Embroidery Resham

Linen Print, Khaddar Embroidery, Khaddar Print & Jamawar Collection

Customers can use it on a number of occasions like formal wear to, day to day wear as well

as party wear. Warm and elegant winter material is bound to keep them cosy and

comfortable throughout the season. The contemporary designs and colours are surely the

delightful factor in this collection to make the heads turn. Resham linen print will make

the mornings bright, Khaddar print will is out to give a new advent to casual wear, Resham

Linen Embroidery and Khaddar Embroider is the boom and language of Party wear and

Jamawar Collection is sure to enliven the late night events.

The customers have already fallen in love

with the new collection and are raving

about the assortment of designs and

fabric available. Alkaram’s fashion

statement this season is not only to

create trendy clothes in a most promising

quality with dashing designs and range of

colours but also comfortable and

appealing to the eye. Looking at the

amount of effort used in planting

together this collection, it is bound to be

successful.
























successful.
























successful.


Alkaram clearly stands out and leaves all its competitors far behind because of its state of

the art technology, including the latest spinning, dying and weaving machines producing

high quality fabric which is a far cry from its competitors, who buy clothing material and

hire designers for their production. Unlike them Alkaram is an independent firm having its

own textile mills, electricity production unit and a team of professionals and designers

producing world class fabric. Another proof of the big name of Alkaram is the fact that big

brands like WalMart are the clients of Alkaram.

As the fabric is woven by AlKaram itself, at its own mills, it is low-priced and cost effectivefor the production of economical clothing line, compared to other brands that buy costlyfabric from outside and then design it so prices automatically soar higher. Alkaram’s pricesare low and reachable even for a layman.

1.1. Brand:Alkaram is working since 1986, and have almost 25 years of business, but it did not enter

in the fashion industry of Pakistan until recently. To capture the Pakistani market they

recently launched their Fashion display stores with the name of “Alkarm Studio”. The term

studio is used to differentiate its boutique from other brands, and its creative designer

says about it that “the term STUDIO shows the unique character and individuality of

Alkaram and it means that whenever you come to Alkaram you will find something new, it

also stand for creativity and distinct fashion statement in the world of fashion”.

i. Brand Creation:

The AlKaram group was founded in March 1986 with a vision to be a provider of innovative

textile solutions worldwide. They are a manufacturer and supplier of distinguished fabric

for apparel, home and industrial markets with customers all over the world. Their ability to

create forward-thinking solutions that gives their clients a competitive advantage is what

sets them apart. As far as, the new look of Alkaram is concerned, I must say, Alkaram is

the Brand created to celebrate Alkaram's depth, range and creativity In Fashion Industry.


ii. Brand Identification:

Brand is identified by its name and Alkaram is the oldest textile guru in Pakistan and not

only in Pakistan it has earned highly prestigious awards even at international level. So, it is

right to say that Alkaram Brand identification is established both inside and outside

Pakistan, and their clients and local customers adore Alkaram for it .

iii. Brand Basic Elements:

Brand is created on trust, and to make this brand trustworthy Alkaram has the followingspecialties; for every product it introduces or supplies to its clients, it takes special care ofall of the following things.

Fibre Manufacturing

Spinning

Weaving

Knitting

Dyeing and Printing of Woven and Knitted Fabrics

Designing

Cutting, Stitching and Packing of Products

Some of Al Karam’s strengths include:

It is one of the largest producers of fashion and basic bedding.

Compliant with international quality, social and environmental standards.

Largest yarn dyed manufacturer in Pakistan.

Largest high thread count jacquard installation in Pakistan.

Latest technology at every stage of manufacturing.

Wider Width Weaving.

Leading exporter of bed linen to the USA for the last 2 years.

Capable of providing LDP and EDI services.


The further away from the consumer a manufacturer in textile is; the more important it is

that he is aware of what is wanted on the market; that is to say, what the trends are. Their

production and marketing teams have the task of providing the next generation of

products which will appear only months or even years later in the collections. They do

everything in our power to ensure that marketing, manufacturing, technology, resources

and “forward thinking” are incorporated into our products. With defined, and measurable

and reproducible results and a big “fashion” flexibility they are reliable partners in the

textile merchandising chain. Al Karam has grown from a fabric manufacturer initially to an

exporter of entire range of fashion and home textile products. A large number of highly

reputed customers are a proof that they are on the right track. All employees in Al Karam

worldwide activities are facing new challenges every day and they will be happy to find

solutions for their textile requirements.

iv. Brand Association:

The Alkaram is capturing the new markets outside and inside the country. Our buyers are

satisfied and the trust of buyers on alkaram is retained by the brand with no compromise

on fabric quality, different colours, designs and reasonable prices with A+ value delivered

to the buyers. So, everyone can easily associate with Alkaram.

v. Brand Promise:

Alkaram promises that it will give something new to its customers, a thing which has been

never done before, never tried before, and all of these innovative goods in a lowest

possible rate, and yes their rates are also new in a sense that nobody is providing what

they are in this price. So, if you were buying Alkaram you are actually getting apparel

which is new, different and the thing no one has done before, Alkaram is doing for you. In

1997, Alkaram launched Sana Safinaz’s first line of lawn prints. Ever since, Alkaram has

dabbled with the idea of designer lawn throughout the years, and is celebrating its silver

jubilee, it has decided to make it an annual feature as a way to rejuvenate its brand image.


The featured designer was fashion mogul Umar Sayeed, a name that doesn’t require much

elucidation in Pakistan. By launching his own lawn collection by Alkaram, Sayeed has, in a

sense, designed for the general public – something he explicitly says is not his preference

or inclination, but felt that it was the right time considering he’s been in the industry for

nearly two decades. “So, everyone can not afford his evening wear, but everyone has an

access to these lawn outfits that are also designed by him,” says director of Al-Karam

textiles, Abid Umer.

2. Place:Alkaram studio, located at Emerald Towers in

Clifton, is a contemporary three-story home and

fashion superstore that offers a relaxing shopping

experience in a sleek, modern environment. There

is another Alkaram studio at Lahore in Mall 1, Main

Boulevard, Gulberg III. The well-organized stores

house an extensive selection of quality home

accessories, loose fabric and ready-made clothing

for men, women and children. The friendly staff at

Alkaram has been professionally trained on

customer service standards and can assist

customers in all aspects of their shopping

experience. Alkaram studio is a nurturing space that

encourages creative expression and inspiration

through an extensive variety of design and color choices.
















































Alkaram provides complete shopping

experience for the home and the entire

family. All products at the studio are

manufactured using finest quality

material by Alkaram Textiles, which has

been known for its quality standards for

decades. In addition, the accomplished

fashion designer Umar Sayeed has now

joined the Alkaram team and has done

wonders at the loom with three

innovative collections to choose from.

Online shopping option is also available

with Alkaram. Alkaram has very strong

value delivery network and also a vast

distributors’ channel, to reach the customers of all over Pakistan & Value delivery network.

Placement and availability of Alkaram products:

All kinds of placing approaches

are used by Alkaram. Their

products are available at all big

stores and even at small shops

because they are highly in

demand. You can also avail the

facility of online shopping by

choosing your favourite prints from their online catalogues or if you want you can visit

their specialist boutique Alkaram Studios as well.






















































3. Promotion:Brand recognition through international Certification:

Al Karam Textiles have received ISO 9000, as well as ISO 14000 certifications from

internationally renowned ISO auditors. This is a big strength because the existence of non-

harmonized standards for similar technologies in different countries or regions can

contribute to so-called “technical barriers to trade”. Al – Karam textiles, being export

minded, have sensed the need to be certified, so that their clients in other countries are

reassured of the quality of the product that Al-Karam offers is equal to or superior to the

quality of an international standard.

Dealing with high quality international brands:

AlKaram Textiles has linkages with high end international brands like IKEA, Nordstrom

and Nautica. The organizations behind the brands use the superior quality of AlKaram’s

fabrics in their product line and market it by using their brand names. This association of

AlKaram with these top brands has enhanced the brand image of AlKaram and has

modified it into a prestigious name among the industrial buyers of USA and Europe.

Competitive Strategy:

Alkaram have exploited

internet through their

official website, social

networking websites and

cataloguing of its designs

as a right kind of

competitive strategy

against its rival companies.






















as a right kind of
























as a right kind of




They also increased their sales force through participation in the trade fairs, free

distribution of its catalogues for sample designs and arranging fashion shows to display

their products. That is the reason; AlKaram Textiles have established a big name for

themselves in the textiles and garments industry. Their brand name is very strong in the

Pakistani mass and industrial market. Their brand name has a lot of appeal in the Pakistani

mass market and they have very loyal customers, who trust the quality of design and the

quality of the cloth itself.

Advertising strategy:

With celebrations for a silver jubilee which should have been more exciting this winter, theadvertising philosophy was quite different. “We decided to be there for our customers in asubtle manner this time, we have done selective advertising on billboards,” said UmerSayeed. On the broader scale Alkaram uses a host of advertising strategies likebroadcasting ads on different channels like Hum TV, ARY Digital, TV One & Dawn Newsetc andusing Social Networking website like Facebook & having their own attractiveofficial website.

4. Price:Value of product to the buyer at an affordable price:

Given the premium quality of products, one wonders how they manage to control theirprice points, about which the designer for Alkaram, Umer Sayeed says: “It’s our devotionand belief in producing the best quality of work. We are just not selling our product to onecity — we are selling a whole experience to our customers. We are a brand for the masses;it’s about the economies of scale. For the past 25 years that is what we have been doing.”



Some memorable moments of our visit at Alkaram Textile Mills(Pvt.) Ltd.






QUESTIONER FOR ALKARAMMARKETING MIX (4 PS)

PRODUCT:

What does the customer want from the product? What needs does it satisfy?

What features does it have to meet these needs?How and where will the customer use it?

What does it look like? How will customers experience it?

How is it differentiated versus your competitors?

What is the most it can cost to provide, and still be sold sufficiently profitably?

How it is Branded? Brand Creation, Brand Basic Elements, Brand Association ,Brand Identification

PLACE

Where do buyers look for your product or service?

If they look in a store, what kind? A specialist boutique or in a supermarket, orboth? Or online? Or direct, via a catalogue?

Do you need to use a sales force? Or attend trade fairs? Or make onlinesubmissions? Or send samples to catalogue companies?

PRICE

What is the value of the product or service to the buyer?

How will your price compare with your competitors?

PROMOTION:

Where and when can you get across your marketing messages to your targetmarket?

Will you reach your audience by advertising in the press, or on TV, or radio, or onbillboards? By using direct marketing mailshot? Through PR? On the Internet?

When is the best time to promote? Is there seasonality in the market? Are thereany wider environmental issues that suggest or dictate the timing of your marketlaunch, or the timing of subsequent promotions?

How do your competitors do their promotions? And how does that influence yourchoice of promotional activity?

Documents

Marketing Mix of Alkaram Winter Collection 2011