TEXTILE INDUSTRY (WOMEN’S WEAR)

GUL AHMED AND JUNAID JAMSHED

By: Mayeda Ali Shanza Khalil Abdul Rehman Nasir Mohammad Daniyal Aleem Shahbaz Ahmad

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.

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

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

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’

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

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

PRODUCT LINE FEMALE CLOTHING J. Stiched Unstriched Kurti Dupattas Fabric: lawn/ cotton/ chiffon/ silk

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!

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

PRICING

Generally based on: STP Competitor Willingness to pay (via market

research) Prices are same all over the country No compromise on quality

PRICING (UN-STITCHED) GUL AHMED Minimum price 27,00

Maximum 15,000

JJMinimum Price

1,985Maximum 4,985

PRICING (STITCHED) GUL AHMED Minimum price 2500

Maximum20,000

JJMinimum Price

3000Maximum 6,900

PLACEMENT

DISTRIBUTION GULAHMED

Factory WarehousesRetail outlets

FactoryWarehouse

sDistributer

sLocal shops

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

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

DISTRIBUTION J.

Factory

Warehous

e

Outlets

J. OUTLETS Pleasant scent No music Usually single level stores with multiple

departments Sales reps

ONLINE SHOPPING Both brands have enabled an online

shopping system offering COD and online payment.

Its online shopping contract is with daraz.pk

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

PROMOTION AT GATM

ADVERTISING Depends on: I. BudgetII. CompetitorsIII. TrendsIV. Mood board

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

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

DIGITAL MARKETING Facebook Twitter Text messages

CRM Exchange policy Repair policy Super brands award 2007/08

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

PROMOTION AT J.

LATEST CAMPAIGN: SOULLY EAST

BTL Newspapers Mobile marketing Sales promotion Billboards Catalogue Word of mouth Low budgets

DIGITAL MARKETING Fb Twitter Texts

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

CONSUMER BEHAVIOR @ J. The mindset about lawn has changed in

recent years

Feedback

MARKET RESEARCH @ GA Research is done in their own outlets

and those of competitors’

Mystery shopping

High research when launching new product lines.

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

ISSUES AND RECOMMENDATIONS OF INDUSTRY CROP ISSUE

UTILITIES ISSUE

PR ISSUE

COUNTERFEIT ISSUE

CSR ISSUE

ISSUES OF GUL AHMED HIGH STAFF TURNOVER

GREY CHANNELS

LOGISTICS NOW INSOURCED

ISSUES OF J.

NO TV ADS

RELIGIOUS COMPLIANT CLOTHES ISSUE

NO MODELS