Course Assignment

Brand Management

Brand Name:

Gul-Ahmed

Submitted By:

Kashif Faraz

1339109

Submitted to:

Samin Ahmad
 Gul-Ahmed

Current Status In Market

Gul-Ahmed has become a household name in Pakistan. Gul-Ahmed as a brand represents

top quality with latest designs and styles have steadily and successfully built it brand value year

by year. Gul-Ahmed has gained a strong position for its brand in the Pakistani market,

specifically among the women. In past few years Gul-Ahmed has gained consumer trust, along

with that it has also gained strong brand equity and respect among the consumers and in the

market. In order to sustain and increase its brand value Gul-Ahmed continuously invests in its

brand through classy stores, innovative new collection and a growing presence in the market.

Currently, Gul-Ahmed is the most successful apparel brand in Pakistan. The brand

management team of Gul-Ahmed works day in and day out to maintain and improve the brand

equity of Gul-Ahmed. As a result of this it has now become a status symbol. The brand itself has

created such a high value that people are ready to pay premium price for the product. Gul-

Ahmed as a brand has excelled and has been successful in fulfilling the desires of the consumers.

The major reason behind the success of Gul-Ahmed as a brand is the market insight and

close contact with the customers that the marketing department of Gul-Ahmed maintains in order

to get customer insight. Keeping the customers perceived quality in mind Gul-Ahmed keeps on

adopting the change as per the changing preference of the people and the environment. Every

season Gul-Ahmed comes up with latest fascinating design to address the perceived quality that

the consumers accept from the brand. Utilization of brand personality and usage imagery in each

advertise of Gul-Ahmed shows the feel that the consumers would like to have when the purchase

the brand for their personal use. Utilization of brand personality, usage imagery, and keeping up
with up to date fashion trends keeps Gul Ahmed relevant to the market and continuously add

value to the brand equity.

Gul-Ahmed has always resisted from giving conflicting messages through its advertises.

Even when Gul-Ahmed was launching it chain of retail stores IDEAS in Pakistan they ensured

that they are highly relevant to image of their brand and their brand personality. Gul-Ahmed as a

brand believes in consistency and in case certain changes are required to be made Gul-Ahmed

and its brand management team ensures that the new changes remain relevant with its brand

image. As a result of this Gul-Ahmed has been successful in extending its brand portfolio, they

have remained consistent in the domain of continuity which has led towards the success of Gul-

Ahmed as a brand. IDEAS was a glaring example of continuity and change, Gul-Ahmed has

positioned itself as the best fabric seller in Pakistan, and Gul-Ahmed has consistently managed it

strong brand position in the market for almost a decade.

Gul-Ahmed as a brand has successfully attained the leadership in the domestic market

through its brand equity, premium quality products, and unshakable customer loyalty with

expanding network retail sales with a highly efficient distribution system. In past few years Gul-

Ahmed has established itself as the most successful apparel, and home fashion brand in Pakistan,

as it has emerged as a complete solution for both home and fashion.

Brand Positioning Elements

Root Strength

The root strength of Gul-Ahmed is embedded in its values. In order to achieve its mission

Gul-Ahmed operates on the following set of core values

 Integrity

 Passion

 Creativity

 Teamwork

These are the core values that serve as the root strength of Gul-Ahmed. Gul-Ahmed as a

brand always had strong moral principles, and it has always worked hard to deliver quality

product to the consumers. Gul-Ahmed’s human resources are highly passionate and creative

people and they work extremely hard to sustain the brand image of Gul-Ahmed in the market. At

Gul-Ahmed all the employees from different departments work as a team in order to ensure that

there are no stones left unturned in delivering a high quality product to the consumer.

Competitive Environment

The apparel market of Pakistan has become highly competitive with various brands like

Khaadi, Nishat Linen, and Al-Karam giving strong competition to Gul-Ahmed. Among all these

competitors the major competitor of Gul-Ahmed is Al-Karam that has proved to be a major

threat for Gul-Ahmed. However, despite of this threat Gul-Ahmed through its efficient brand

management strategy and positioning has remained to the number one apparel brand of Pakistan.

In order to maintain its leadership in market Gul-Ahmed has to consistently make changes in

order to cope up with the changing consumers preferences.

Target Market

The target market of Gul-Ahmed is mostly youngsters between the age ranges of 18-25.

These are the people with a keen sense of fashion, and willingness to spend a good amount of

money to keep them up to date with the latest fashions trends. Along, with that Gul-Ahmed

through its extravagant line of clothing also targets the consumers from the age range of 30-40,

with sophisticated and trendy clothing line. Along, with them Gul-Ahmed has recently entered in

to the kids clothing category also in which it is mostly targeting the children between the age

ranges of 5-13. So, Gul-Ahmed has a big target market, with its wide range of products Gul-

Ahmed is looking to become market leader in almost all categories.

Insight

In order to gain consumer insights Gul-Ahmed conducts consumer behavior courses. In

which a group of marketing recruits are divided into teams and are assigned the tasks of

generating consumer insights regarding the brands. The marketing team generates consumer

insights through studying the consumer’s motivation, personality buying behaviors, and attitudes

within the industry. Once, the consumer insight is gathered the next step is the prediction of the

changing consumer trends

Benefits

The quality of fabric remains to be the biggest strength of Gul-Ahmed. The designers,

marketers, and brand managers have ensured that the functional and emotional benefits fit

together. Gul-Ahmed lawn gives the consumer a soothing feeling, the lawn is smooth to touch,

and breathable. Along, with that the dupattas have an airy and weightless quality to them. All of
these factors give a very soothing and relaxing feeling to the consumer which is one of the major

facets of the brand.

Values, Beliefs and Personality

Gul-Ahmed as a brand is well known for the utilization of the finest quality material in

the manufacturing of clothing line. Along, with the Gul-Ahmed has established a strong

personality of its brand through its stylish and elegant styles in casual, semi causal and party

wear. These are all the facets which diffenrentiate Gul-Ahmed from rest of the other brands that

are currently competing in the market.

Reason to believe

A major facet which separates Gul-Ahmed from rest of the fashion apparel brands in

Pakistan is its consideration of quality as the key differentiation point. Along, with that Gul-

Ahmed has a comprehensive and effective quality control & assurance system to ensure

process optimization for obtaining the output effectively and efficiently. At Gul-

Ahmed the process of pre-treatment to finishing, is aimed towards adding value and

creating a product which is tailored for meeting the requirements of the consumers.

Discriminator

The factors that serves as a discriminator for Gul-Ahmed is the innovation

and variety in its clothing line. Since, Gul-Ahmed targets the mass market, majority

of the prints that are designed by Gul-Ahmed result in the maximization of their

brands commercial appeal. The clothing collection of the Gul-Ahmed consists of a

mix of everything from embroidered shirts to hints of Chantilly lace, cotton silk and chiffon

dupattas. The collection at Gul-Ahmed is quite diverse as compared to the other brands. Gul-

Ahmed has also added a spark of innovation in the design and prints of its clothes which has also

been one of the major source of discrimination between Gul-Ahmed and other brands like Al-

Karam.

Essence

Gul-Ahmed is the symbol of glamour, inimitable traditional essence, and grace. Gul-

Ahmed always offers its customer most traditional, trendy, and charming dresses with a high

quality of printing embroidery. The loyal and precious customers of Gul-Ahmed love the brand

because of its colours, the fabric used, and the shades of diversity. Gul-Ahmed has always

ensured that it provides its consumers with the latest fashion trends in order to fulfill their

desires.