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Assignment 1 Positioning

The document discusses and compares two Pakistani clothing brands, Gul Ahmed and Nishat Linen, across the four Ps of marketing - product, price, place, and promotion. Both brands offer a variety of clothing and home items. Gul Ahmed has over 100 outlets across Pakistan while Nishat Linen focuses on quality, affordable prices, and customer support. The brands differentiate themselves in terms of target markets, production methods, and pricing strategies to compete effectively.

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Saba Tauqir Khan
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191 views

Assignment 1 Positioning

The document discusses and compares two Pakistani clothing brands, Gul Ahmed and Nishat Linen, across the four Ps of marketing - product, price, place, and promotion. Both brands offer a variety of clothing and home items. Gul Ahmed has over 100 outlets across Pakistan while Nishat Linen focuses on quality, affordable prices, and customer support. The brands differentiate themselves in terms of target markets, production methods, and pricing strategies to compete effectively.

Uploaded by

Saba Tauqir Khan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Assignment No 1

Perspectives of Modern Marketing

Saba Tauqir Khan

SAP ID: 70120734


Q1: Choose any product category and state it.
Product Category: Clothing
Brand: Gul Ahmed
Gul Ahmad is one of the leading textile brands of Pakistan. Gul Ahmed ranks as one of the
leading clothing brands across Asia. They aim at setting trends, but believe in mastering them.
As a result of this, the chain has expanded up to over 100 outlets across Pakistan since its
inception in 2003. This has contributed greatly to it becoming the largest lifestyle and fashion
store in Pakistan.

Brand: Nishat Linen (NTM)


Nishat Linen is the company which has given a whole new dimension and outlook to the textile
industry. Nishat Linen is known for its quality and recognized for its designs and affordable
prices and has been serving the industry for the last 14 years and is now recognized as a brand
of its own.

Q2: Now pick two competitors from within the same industry competing on this category.
Both the companies have common competitors since, they are both clothing brands with
almost the same target market.

Competitors:
• Sapphire
• Limelight
• Sana Safinaz
• Al-Karam
• Khaadi
• Motifz

Q3: Identify if they have positioned themselves separately?


Brand: Gul Ahmed
Gul Ahmad stands as one of the most well equipped, modern and the largest vertically
integrated textiles companies in Pakistan. They are dealing globally

Gul Ahmad deals in manufacturing and is leading globally in the market though their premium
Quality, Brand Equity and Unshakeable customer Loyalty. They have excelled in the industrial
equipment and production methods for improving its export and import brands globally. They
are consumer oriented instead of Business market.
Brand: Nishat Linen
Nishat Mills Limited stands as one of the most well equipped, modern and the largest vertically
integrated textiles companies in Pakistan. Nishat has always claimed to market their products
targeting both Upper and Middle-class customers. They have always provided customer
support services specially women by Nishat’s experienced designers. This has been the biggest
differentiating point.

After selecting the target market, the next stage is to decide how company wants to hit the
chosen segmentation. NTM has decided to hit the cotton industry in all over the world by
reducing the cost because china, India has the lower rates than the NTM. So, the low rates and
better quality is the demand of customers.

4: Mention in what way (alluding to the 4Ps) (done)


A marketing mix includes multiple areas of focus as part of a comprehensive marketing plan.
The term often refers to a common classification that began as the four Ps: product, price,
placement, and promotion.

Product
The product in marketing mix depicts the items and product variations designed to meet the
customer needs and wants.

Brand: Gul Ahmed


Gul Ahmad has emerged their business in home textile and manufactures it. Gul Ahmad is not
only focusing on Textile but also offering wide range of product items including:

• Pret Wear
• Unstitched Fabric (For Males and Females)
• Polo Shirts
• Formal
• Semi-Formal Wear (For Men)
• Diverse Range of Casual and Formal Wear (For Women)
• G.Pret Wear
• Chantilly Chiffon
• Chairman Latha (For Men)
• Digital-Print Kurtis
• Accessories (Shoes and Handbags)
• Home Items (Bedding, Cushions and Bath Items)
Brand: Nishat Linen
Nishat is also not only focusing on the women clothes rather they have variety of product items
including. The managers of the Nishat Textile Limited trying to take the decision about products
quality, design, functionality and warranty as well.

With underlining brand under their banner

• Nisha
• Luxury Pret
• Nishat Freedom Buy
• Fusion
• Naqsh

Place
It is the part of marketing mix which refers to the point of sale. In every industry, catching the
eye of the consumer and making it easy for them to buy it is the main aim of a good distribution
or 'place' strategy.

Brand: Gul Ahmed


GulAhmad have placed themselves in the Retail business in 2003 and diversified their company
by adding in the market. They always announce their product launches before the collection is
actually available in the market for the customers.

They have their presence:

• Special outlets
• High end low Shopping Malls
• Distributors.
• Online Sale websites.

Brand: Nishat Linen


It is about the Nishat transportation; order processing, warehouse and logistics as well. At a
national and international level Nishat is trying to reduce the expenses and this would be
helpful to increase the margin profit

They have their presence:

• Special outlets
• High end Shopping Malls
• Distributors.
• Online sale Website

Promotion
It is the part of marketing mix which refers to all the activities undertaken to make the product
or service known to the user and trade.

Brand: Gul Ahmed


Gul Ahmed has been using variety of ways to market and promoting their products.
• Billboards
• Newspapers
• Free Magazines door to door and also available in all supermarkets all over the country.
• Fashion Shows displays
• Social Media
• Website
• Internet-Ads
• TV commercials
They also offer massive Sales in the season and Off the season for attracting the customers
allover.

Brand: Nishat Linen


Customers are everything so NTM trying to focus more on the customer-based policies so that
the customer's confidence can be won. And its product quality also good then its competitors’.
Tactics means a short time plan used immediately to increase the sales or market share.
they have been using variety of ways to market and promoting their products.
• Billboards
• Newspapers
• Free Magazines door to door and also available in all supermarkets all over the country.
• Fashion Shows displays
• Social Media
• Website
• Internet-Ads

Price
It is the part of marketing mix which refers to the value that is put for a product. It depends on
costs of production, segment targeted, ability of the market to pay, supply - demand and a host
of other direct and indirect factors.
Brand: Gul Ahmed
Gul Ahmad products are cost effective, and they are not only focusing the upper class of the
society rather both the upper and middle class. Their products are available in much lower price
than their competitors in the market.
They have done segregation in the prices according to the market areas, in the areas. Expensive
products in the high-class areas and mid-level products focusing the middle-class areas and
market.
The price Range from:
2500 PKR to 6500 PKR

Brand: Nishat Linen

The Nishat Textile Limited for the survival will have to reduce the prices and they are trying to
do this because they have the higher prices as compared to the competitors and this is because
of high cost of production. But gave some discount on price for wholesale
They are offering all the different sizes of the women and men’s clothing.
The price Range from:
3500 PKR to 7999 PKR

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