PRINCIPLE OF MARKETING

PROJECT:

MARKETING PLAN
(MAHIRA’S COLLECTION)

Prepared by:

Muammad Ali BUS-20S-201

Submitted to:

Sir Prem Sagar Lohana

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 Letter of acknowledgement

I would like to show our gratitude Sir Prem Sagar Lohana, Course Instructor, for giving
me a good guidelines for this project throughout numerous consultations. I would also
like to expand our gratitude to all those who have directly and indirectly guided me in
writing this report.

Many people, especially my team members have made valuable comment suggestions
on my report which gave me an inspiration to improve the quality of the assignment.

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Table of content:

Business model

Mission

Vision

Marketing mix

Swot analysis

Target market

Marketing objectives

Marketing strategy

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 Mahira’s Business Model
Mahira’s brand has created one the best business model in apparel has regularly
delivered double-digit earnings growth.

Who is the customer?

Target market is young, price-conscious, and highly sensitive to the latest fashion trends. They have an
advantage over traditional retailers because they do not define their target by segmenting ages and
lifestyles giving them a much broader market.

They segment their product line by women’s (60%), men’s (25%) and the fast growing children’s (15%)
department.

What is the value proposition?

Fashionable, affordable clothes

Mahira’s strategy is to offer cutting edge fashion at affordable prices by following fashion and
identifying which styles are “hot”, and quickly getting the latest styles into stores. They can move from
identifying a trend to having clothes ready for sale within 30 days (where as most retailers take 4–12
months). This is made possible by controlling almost the whole garment supply chain from design to
retail.

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Mission:
Mahiras collection moves at the pace of society, fashion ideas, and trends that society
itself has natured. Hence its success among people, cultures and generations that, in spite
of their differences, share a special sensitivity for fashion”.

Vision:
Is to give the customer an exclusive choice of fashion by providing a quicker turnover of new
stock than other fashion retailers.

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 Marketing Mix

4 P’s

Product : Our product is replicas clothing khadi, Gulahmed

Price : Mahiras collection provides for people with lower income so its prices are
reasonable that every one can afford it.

Place : The business is just a start so we do it online through social media our page.

Promotion : We focuses on less on advertisement but more on internet online

marketing opportunities as e-commerce strategy ,social media.

SWOT Analysis

Strengths :
Its new affordable price
Deliver on door step

Weakness :
We are not give the full time on this business

Opportunities :
Zara can definitely take advantage of the online buying trend and make its clothes
available not only in its own stores but also on other E-commerce stores as well thereby
bringing a hike in sale.

Threats:
Too much people is working on this business

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 Target Market

The target market is composed of men and women, 18-40 years of age, with mid-range
incomes. The target customer is very fashion forward and trend conscious, residing in an
urban area. They are either shopping for themselves or for their children. Zara's
customers are definitely sensitive towards having the most up to date and fashionable
clothing and accessories but at an affordable price.

Women, girls
To 18 – 50
Fashion conscious
Educated and middle class
More for working people and more fashionable

Marketing Objectives

Increase customer equity

Increase purchase frequency among “plus size” customers

Continue to grow by extending the mahiras collection fashion brand

Increase brand awareness and favourable attitudes among consumers

Mahiras collection main corporate objectives are growth through store expansion in
large highly populated cities and maintaining a competitive advantage through the
constant release of a variety of new fashions regularly. The marketing objectives to
increase brand awareness and extend the mahiras fashion brand will contribute hugely
towards achieving the overall objectives particularly the store expansion.

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 Marketing Strategy (ANSOF Matrix)

The target group consists mainly of women aged between 18 – 40 who are either
working in big cities or pursuing higher education, have a mid-range income and are
generally interested in fashion trends as well as conscious about their looks. The brand
has positioned itself as a store selling a variety of medium quality high fashion clothing
at affordable prices

The pricing strategy is to produce clothes that are typically inexpensive and affordable
by those who cannot spend much on fashionable clothing but want to have appealing and
comfortable outfits as well as wealthy consumers who like good quality and style.

marketing strategy is to create a customer focused product that will differentiate

mahiras from its competitors by bringing a fresh look to the plus size segment, feeding
on the existing mahiras name and values associated with the brand and stealing the
variety-seeking customer from the competitors.

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Mahira’s Marketing Plan and the Impact of New Media and Technology

In the past few years social media has become increasingly popular as a mode of
communication between consumers and companies or institutions. It provides a forum
for conversations about a company’s actions and also a means for companies to test the
public’s level of awareness about their activities as well as the people’s perception of
them. Social media such as Twitter, Facebook and other blogs or discussion groups can
also provide companies with a unique platform to raise awareness of their corporate
responsibility activities.

Social media can also be used for advertising purposes which most of the companies in
the retailing industry seem to use it for including mahiras and its competitors. mahiras
has an impressive “movement” on Facebook where latest designs are advertised and
consumers comment on each post with an average of 400 – 700 comments and about
1,000 “likes”.

Mahiras could use the social media to have a more positive impact on the public by
opening up discussion boards to debate ethical and social responsibility issues in relation
to their activities in all the city they operate in. he social media is a relatively cheap
method of communicating with a vast number of people worldwide and presents an
opportunity that no company should overlook. Zara has a small blog which outlines a
few sustainability and global issues or activities that the firm has engaged in such as
global warming, climate change and more recently help given to the victims of the
Japanese tsunami. However, this blog is not widely publicised and is more likely to be
stumbled upon rather than sought out as a Facebook or Twitter page would.