FINAL PROJECT

An IMC Report on a New Brand of Bridal Wear (KSM)

Group Members

Sidra Tayyab 09

Komal Zubair 20

Maryam Iqbal 34

Introduction The term “bridal wear”

includes all the dresses worn by brides during their wedding ceremony. In different areas of the world, different types of wedding dresses are popular depending upon the color, style, religion, ethnicity and culture of that particular area.

Over the past few decade women clothing industry has developed surprisingly fast. In Pakistan the contribution of the industry into GDP is 8.5%. Moreover, it includes about 30% of total workforce in Pakistan.

Key competitors in Pakistan

o Umar Sayeed:

o Nomi Ansari

o Hassan Shehreyar Yasin (HSY)

o Mehdi

MARKETING RESEARCH

In order to determine the needs and demands of customers, we have conducted a market research for our product.

Survey methodology is employed in the research. Questionnaire is used as a tool to gather required information.

To conduct this survey

Age group: 20 to 60 years

Population: women in Lahore

Sample: 1000 respondents selected by random sampling method.

SWOT Analysis Strengths

• Our promotional plan including TVC will make us stand out in this competitive industry

• Our unique designs will help the business to get more clientage

• Our texture, the modern and royal combination is another unique feature of our brand

Weaknesses

• KSM is a new brand.• Because of being a new brand we

don’t have a customer base• We have to build our credibility

Opportunities• Weddings are becoming increasingly

trendy.• There is a natural growth of our

business• Trend of wearing Branded dresses is

increasing

Threats• Entry of new brands and

intensification of competition in this business

• Inflation is another threat to our business in this country

• Social change and changing values is always a threat in our business

MARKETING PLAN

Brand Name: KSM Our brand name is KSM

bridal wear which is named after 3 owners of this brand Komal, Sidra and Maryam.

ColorRed is the color of our brand because this color represents the royal and traditional bride

in the true sense.

Brand conceptIt is not just the name of a brand it’s a complete movement to empower

women.

LOGO

Slogan

“The Royalty You Deserve”

Positioning

We make the bride feel like a queen on her special day with royal touch, the very first step towards royalty. One of our designers just got back from abroad where she got her fashion designing degree so we give you royalty with a modern touch.

USP

Unique designs are the

unique selling point. We

have designs contain

Royal graces with the

touch of modern styles.

ESP Our brand will give the perfect

combination and mixture of

traditional and modern bridal

wear. We are using emotional

selling positioning offering people

desired royal look which is a

mixture of traditional and modern

PackagingOur packaging is nothing like you will see anywhere else.

The boxes we use to wrap your dresses into are perfectly

reliable to use for long-term storage of dress.

Product classificationIt’s a bridal wear brand.

Product life cycleOur product is at the introductory stage.

PricePricing strategy We are going to divide our prices into 3 different ranges

to cater all our customers 1-2.5 lacs 2.5-4 lacs 4-10 lacs

Pricing mechanism We are going to give a full package of three days to our

customers and we offer discount on party dresses if they take the full package.

We also offer 2 days package of special discount which includes Barat plus Walima that will range from 3 to 10 lacs.

Promotion

Pull strategyWe are going to promote our brand using pull strategy because we are going to inform our

customers about our brand and remain in contact with them directly not through retailers.

ADVERTISING STRATEGY

Objectives

Brand recognition

Image building

To build clientage

Effective marketing

To build credibility

Creative Strategy

Print creative strategySummary of strategy Print advertisements have been designed for

promotion in quite traditional and royal way in order to keep it with the theme of the brand.

We kept the advertisements very elegant in designing that attracts the customers to have a glance on it.

These advertisements will be displayed on 4 different newspapers on front and back pages at weekends.

TV CREATIVE STRATEGYSummary The television commercial reflects the slogan of

the brand i.e. ‘Royalty’. Taking in view this slogan we have made a royal theme for the shoot. The shoot has been directed at the Lahore Fort with two different models presenting dresses with heavy work through modeling.

BTL Creative Strategy

Billboard and streamers are

included in BTL strategy.

These are placed at 6

different busy places of

Lahore. These are placed in

the areas where a large

number of people must see

it daily

MEDIA PLANNING

We make separate plan for different media that we use for our brand promotion and brand recognition.

Media plan for TVC Media plan for Newspapers Media Plan for Magazines Media Plan for BTL

SALES PROMOTION STRATEGY

Strategy: Following are the planned strategy for sales

promotion:

From August to September on the purchase of bridal dress other bridal accessories will be free.

Strategy # 3

In the wedding season from August to December, on purchase of a wedding dress bride will get a pair of shoes for free.

Strategy # 2

With the purchase of 3 days wedding dresses there is 50% discount on bridal makeup from Madiha’s beauty salon.

Strategy # 1

DIRECT MARKETING STRATEGY

StrategyFollowing are the planned strategy for direct marketing:

Direct marketing would be done by the means of SMS / Emails / brochures.

Contact list from girls college, Universities and from madeeha’s saloons will be used for this.

PUBLICITY STRATEGY

Strategy This strategy includes the use of CSR activities.

The brand will start a project with the name of “ZEEST”. Under this project KSM institute for women will be open for the women to learn designing in cooperation with Meezan Bank. This activity is to promote women empowerment.

There will be proper launch of the institute under Zeest project in presence of media.

Fashion show will be arranged in this concern

INTERNET MARKETING STRATEGIES

There will be proper website of brand with all the information related to brand. That will be updated on regular basis.

Moreover, the brand has its pages and groups on social sites like Facebook, Instagram and Twitter.

These social sites will help to provide an opportunity to customer to get involve the brand with the help of different activities.

To make people interested in the brand activities we will use the strategy in which public will be welcomed to share their ideas and designs on the page and 10 lucky winners will get IPhone 6.

BUDGET

TVC media planning Rs. 691,437,333

TVC Rs. 200000

Print Media Planning Rs. 17,339,184

Magazine Media Planning Rs. 525000

Newspaper Media Planning

Rs. 2,85,600.00

Sales Promotion Rs 3000000

Internet marketing Rs 5000000

Direct Marketing Rs 1000000

Public Relation Strategy Rs 5000000

Total budget: Rs. 72362117

THANK YOU