STRATEGIC MARKETING

MID TERM ASSESSMENT

(PART-1)
REPORT ON SAPPHIRE Retail Ltd.

Submitted To:
Dr. Sobia Bano
Submitted By:

M. Usman Sajid 20101240001

Amina Manzoor 20101240003
Tayyaba Mustafa 20101240004
Syeda Ruqaia Komal 20101240005
Laraib Qaiser 20101240006
Nimra Shahbaz 20101240007
 Table of Contents

Opinion About Gujranwala .................................................................................................................2

The Gujranwala City ...........................................................................................................................3
Population .....................................................................................................................................3
Public Transportation .....................................................................................................................3
Normal Age/Income .......................................................................................................................3
Culture...........................................................................................................................................3
The Sapphire Retail Ltd ......................................................................................................................4
History...............................................................................................................................................4
The Sapphire Group........................................................................................................................4
The Sapphire Textile Mills Ltd .........................................................................................................4
Textile Sector of Pakistan ...............................................................................................................4
The Trend Analysis of Textile Sector of Pakistan ..............................................................................5
Table-1 ..............................................................................................................................................5
Graph-1 .........................................................................................................................................5
Graph-2 .........................................................................................................................................6
Table-2...........................................................................................................................................6
Graph-3 .........................................................................................................................................6
Products of Sapphire Retail Limited ....................................................................................................7
Speciality Product of Sapphire Limited................................................................................................7
Products of J. Junaid Jamshaid as a Competitor ...............................................................................8
Comparison....................................................................................................................................9
Sapphire Outlet in Gujranwala ...................................................................................................... 10
References ................................................................................................................................... 11

1
 Opinion About Gujranwala

Gujranwala is considered as one of the wealthiest cities of Pakistan. The locals are educated,
civilized and known for their hospitality. In general, they have a firm purchasing power as this
city is a hub of cottage industry as well as most of the household income is dependent upon the
foreign remittances. They are perceived to be spending more on food and clothes. They are more
brand lovers and this behavior has caused immense pressure upon the unbranded market.
People prefer buying from affordable branded retail outlets like Khadi, Junaid Jamshed and Gul
Ahmed even if they belong to low-income group segment. This is because they are willing to
spend extra being more conscious about good quality products. In response to their brand
preferences, a wave of mall culture has recently been witnessed out of which some of the famous
malls in Gujranwala are Kings Mall, Fazal Center, Mall of Gujranwala, Chase up, Dar Emporium
etc.
If we talk about consumer behavior in Gujranwala regarding clothing and fashion in particular,
there is more demand for unstitched clothes as compared to readymade garments. The brands’
strategy regarding 4 P’s is designed effectively to attract more customers. They prefer being loyal
to brands which offer superior value added and innovative products. Advertisements and
promotional tactics nowadays not only inspire the consumer but also drives a thirst of acquisition
which force them to purchase product as it shows more relevance to their needs.
Consumer when try to buy online product they are confused because information about product
is not enough and editing of the picture destroy the trust of consumers. Elite class always prefer
new arrivals. Consumer from low-income groups prefer buying when they are offered goods at
discount and sale like Alkaram, IDEAS, Sapphire.
Packaging of the product exclusively effect the purchasing behavior e.g. many brands pack
unstitched clothes and provide with them beautiful styles thus, helping consumers by giving them
ideas about stitching in most trendy and stylish manner. The membership cards, coupons, point
scoring and lucky draw schemes indulge people more towards shopping as they love winning and
getting rewarded.
Consumers are more likely to purchase form facility available nearest to them in a combination
of complementary services like a clothing brand located near food street, play area for kids
attracts people but they are more irritated when location is not at proper facilitated area e.g
parking is congested. Moreover, the staff engagement, behavior and on time delivery greatly
contributes as customer service and satisfaction matters the most.

2
 The Gujranwala City

Gujranwala is an industrialized city which has area of 3622Sq.Kms. There are many assembling
businesses. Gujranwala is assuming a significant part to help the economy of Pakistan because it
contributes 5% in GDP of Pakistan. It has acquired prominence for its little and medium business
visionaries; around 6500 SME's and 25000 Cottage industry of different nature is working for
raising ward changes in economy.
Being a mechanical city, it has assortment of makers in modern hardware, fan industry, engine
siphons industry, clothes washer industry, electric products, poultry feed, cleanser, ball point,
elastic cylinder, metal utensils, melamine utensils, cutlery, kitchen product, pottery tiles, sterile
products, clean fittings, agribusiness actualizes, woolen materials and steel pipe businesses and
so on.

Population
Gujranwala is now fourth largest populous city of Gujranwala with population 2229000 in 2020.
According to latest census of 2017, Gujranwala was on fifth number with population of 207774.

Public Transportation
There are transports and cars present in this city, additionally uber vehicle administration and
Careem is accessible in Gujranwala.

Normal Age/Income
In Gujranwala there are 52.05% female and 47.95% male. Gujranwala is currently Pakistan's third
biggest mechanical focus after Karachi and Faisalabad and contributes 5% of Pakistan's public
GDP. And Pakistan's economy is assessed to be 36% of its general economy. Life expectancy is
65.7 of male, 67.4 of female and absolute future is 66.5 and complete normal future is 66.4.

Culture
Gujranwala’s culture is socially focusing on the upper east district of the Punjab region, offering
various sights and exercises competitions, Kabaddi matches and weightlifting rivalries. Food is
something else Gujranwala is known for. There is also Officers' Club which has a pool and squash
complex. There are also inventive tourist spots like Jinnah Stadium, Pace Shopping Center and
Nishan-e-Manzil. Jinnah Park, Model Town Park, Gulshan Park, Liaqat Park.

3
 The Sapphire Retail Ltd

The topic under consideration is Sapphire Retail Limited that was founded in 2014, owned by Mr.
Nabeel Abdullah. It is mainly dealing in retail business and is a notable clothing brand for men,
women and kids clothing, beauty products, accessories, home décor related and style guide. It is
mainly operating in Karachi, Hyderabad, Lahore, Islamabad, Rawalpindi, Faisalabad, Multan,
Sialkot, Gujranwala, Bahawalpur, Mandi Bahauddin and Sheikhupura. The head office of the
brand is located in Lahore.

History
The Sapphire Group
The Sapphire Group is predominant among the major producers of textile sector of Pakistan
working since 1980’s having a portfolio of investment in different businesses including Spinning,
Knitting Weaving, Dyeing & Finishing, Stitching, Home Textile, Power and Dairy. This group
started its operations from Calcutta, India and moved to Pakistan because of the latest, well
managed production setup of textile with more than 50 years of excellence and textile
knowledge, infrastructure and highly skilled labor.

The Sapphire Textile Mills Ltd

This report is about the Sapphire Retail Limited which a subsidiary company of Sapphire Textile
Mills Limited. The Sapphire Textile Mills limited is a major player in Pakistan industry that
accounts for 10% share among the sale of listed company sector. The company was incorporated
in 1969, its production units deal with the production of cotton yarn which is used to make fabric
and home textile goods mainly located in Punjab and Sindh.

Textile Sector of Pakistan

Pakistan is on 8th rank in terms of exporting textile related item in Asia. The textile sector of
Pakistan contribution 57% to the country’s exports and has share of 8.5% in GDP of the economy.
Recently Government of Pakistan has announced Textile Policy 2020-2025 allowing zero taxes on
textile export and subsidy on the energy rates for the industrial unit, relaxation on the duty of
cotton yarn imports as well and all these measures have been taken to support the economy in
the worst situation due to pandemic.
Pakistan is among the major producers of cotton globally. There are six major segments that
constitute the textile sector of Pakistan which include spinning, weaving, processing, garment
manufacturing and yarn manufacturing. The cotton spinning is the main segment of the industry.
The synthetic fiber in the industry which includes the production of acrylic, polyester, nylon etc.
Artificial silk, Jute and woolen fabric are also being manufactured in the industry.

4
According to Pakistan bureau of statistics there are 129 companies working in the textile sector
of Pakistan out of which 115 are related to spinning, weaving and finishing of textile, 4 are related
to made-up textile articles and 10 related to other categories under textile sector of Pakistan.

The Trend Analysis of Textile Sector of Pakistan

The data related to textile exports during the past five years has been taken as a base of trend
analysis of the industry.

Table-1

Year Textile Exports in US$ million % Growth or Decline

2015 13470 -4.23

2016 12440 -7.74

2017 12450 0.04

2018 13553 0.17

2019 10880 -9.47

Graph-1

16000
14000
12000
10000
8000
6000
4000
2000
0
2015 2016 2017 2018 2019

Textile Exports

5
 Graph-2

0
2015 2016
-5 2017 2018
2019
-10

Growth/Decline

Table-2

Year Total Textile Exports in US$ million Textile Exports in US$ million

2015 20787 13470

2016 20422 12440
2017 23288 12450
2018 17083 13553
2019 9550 10880

Graph-3

25000

20000

15000

10000

5000

0
2015 2016 2017 2018 2019
Total Exports

6
 Products of Sapphire Retail Limited

Products Products Products

1- New In: 2- Man: 3- Kids:

Unstitched Eastern Boys & Girls Eastern

Ready to Wear (Kurta, shalwar, waistcoat, (kurta shalwar trouser)
Man sherwani)
Kids Boys & Girls Western
West Sleep Wear (shirt, T-shirt, hoodie, sweater,
Perfumes sweatshirt, jacket, pant, night suit)
4- Home Catalogue
Western (shirt, sweatshirt, Kids Catalogue
All bedding jacket) (Kids bedding, baby cot)
Kids bedding
(Bed sheet, blanket, sofa cover,
quilt)
Towel

5- Woman: 6- Beauty: 7- Accessories:

Unstitched Cosmetics (face, lip, eye Women Shoes (clutches, wallet)

Ready to Wear makeup, tools) Bags
West (top, bottom, essentials) Scarves
Sleep Wear Fragrances (men & women Socks
Intimate (bridal range) perfumes)
Modest Wear
(hijab, abaya, scarves)

Speciality Product of Sapphire Limited

Their speciality product is unstitched lawn for women which mainly include the following:

• Pop
• Daily
• Classic
• Silk
• Bamboo Fabric
• Coffee Fabric

7
 Products of J. Junaid Jamshaid as a Competitor

Products Products Products

1- New Arrival : 4- Man: 5- Kids:

For all categories Kameez, shalwar, kurta Teen Boys & Girls
(casual, formal, semi- (kurta shalwar kameez footwear)
2- Exclusive Collection: formal)
Kid Boys & Girls
Ta’uassur Men collection Unstitched fabric (kurta shalwar kameez footwear)
(Shalwar Kameez Stitched + (Kameez, shalwar, kurta,
unstitched) waistcoat) Infants
(kurta shalwar kameez footwear)
Women stitched collection Footwear
(kurti, shalwar, shawl) Groom collection
Cap & Shawls
Black & White Collection

3- Woman: 6- Makeup: 7- Fragrance:

Unstitched (1, 2, 3 piece) Cosmetics (face, lip, eye Men & Women
Kurti (designer ,causal) makeup) (Perfume, Attar, Body spray)
Stoles & Scarves
Trouser Men grooming (beard oil)
Bag
Footwear
Fragrance

Speciality of J. Dot
Their speciality is the association of products with a well-known person Junaid Jamshaid. They
use his name as an attraction for people to buy. They are more indulged in terms of promotion
and offering eastern clothing like kurta shalwar kameez etc. They also offer fragrances as their
exclusive range.

8
 Comparison

J. Junaid Jamshaid Sapphire Retail Limited

Their speciality is the association of products Their speciality product is unstitched lawn for women
with a well-known person Junaid Jamshaid. They and they have recently launched coffee and bamboo
use his name as an attraction for people to buy. fabric in this rang that makes it more capable of
absorbing sweat making the fabric more body friendly
and none other brand has such material in their
clothing range yet in the market. They prefer more
natural fabric than adding artificiality in the fabric raw
material.

They are more indulged in terms of promotion They deal in both Western as well as Eastern clothing.
and offering eastern clothing like kurta shalwar
kameez etc

They also offer fragrances as their exclusive They are dealing in home décor.
range.

They offer wide range of designs. They offer more designs but less quantity.

They do not provide style guide They provide style guide

9
 Sapphire Outlet in Gujranwala

The only outlet of Sapphire brand is in satellite town market, Gujranwala opposite to khadi store.
We conducted interview of the manager of Gujranwala branch Mr. Usman. The Sapphire retail
among other portfolio businesses is more profitable and the main reason is because they keep
on working upon the material of fabric, they use in the cloth manufacturing. Their speciality
product is unstitched lawn for women and they have recently launched coffee and bamboo fabric
in this rang that makes it more capable of absorbing sweat making the fabric more body friendly
and none other brand has such material in their clothing range yet in the market. They prefer
more natural fabric than adding artificiality in the fabric raw material. They also export their fabric
to other countries. They have more demand in lawn fabric and offer up to 10 volumes per season
in ladies unstitched clothing range.
They offer clothing according to the different age group. For younger females they have pop and
funky having digital and casual prints, for mid age women they have sarina range and signature
range has plain prints with embroidery for older women, daily, classic, silk and luxury which is
mainly party wear. The design and clothing being offered in Gujranwala is almost same as that of
other city. Flagship stores have more storage space and display capacity as compare to this
branch and they have to identify sale through of articles and remove them in order to display the
latest designs and if the article being removed is demanded by the customer, they check through
system either it is available in their back store and then provide the customer accordingly.
In a comparative view Sapphire offers more designs range, but in less quantity as compared to J.
Dot and Khadi. The company gives monthly sale targets to the outlet situated in remote areas of
Lahore and when they meet the target company rewards them with incentives and gifts.
The driving force that made them to open outlet in Gujranwala was the customer demand,
according to the manager, people from Gujranwala who used to visit Lahore branches as these
were nearest to them, made request for opening outlet in Gujranwala. They claim that people in
Gujranwala branch come from far places even from Cantt area and the branch has more scope
in the market in sale perspective. In response to the wave of mall culture in Gujranwala, they are
looking forward to open more branches in the city in Cantt area so, customers can easily access
the outlet at their doorstep without being going through long travels to the satellite branch.
In Online purchasing they offer cash on delivery with free delivery service and in case if customer
is not satisfied with the article being ordered they can exchange it by visiting outlet with invoice
within 1 month period and in case of replacement if they want to exchange a particular article
from men clothing and don’t like anything in that range, they allow them to replace it with
anything of their choice available in the store. In case if customer don’t find anything appealing
to be purchased, they give them vouchers of up to Rs. 1500-2000 to be used to buy something
else whenever they want according to their choice.

10
References

1- Memon.J.A, Aziz.A, Qayyum.M (2020) The Rise and Fall of Pakistan's

Textile Industry: An Analytical View. European Journal of Business
and Management, 12 (12), 137
2- https://www.pbs.gov.pk/sites/default/files//tables/District%20at%20a%20glance%20Gujr
anwala.pdf
3- https://www.macrotrends.net/cities/22039/gujranwala/population
4- https://www.pbs.gov.pk/content/population-census
5- https://www.junaidjamshed.com/women-collections
6- https://pk.sapphireonline.pk/collections/unstitched

11