Market Intelligence Report

BKL

Baji Kapray Laylo!

Group Members Names:

Muhammad Hamza Khan (13738)
Muhammad Ahmed (7993)
Umer Farooq (9266)
Muhammad Uzair (8016)
Hamza Bin Khalid (7507)
Sheikh Ismail Azhar (7901)
Syed Muhammad Bilal Asim (9384)

Faculty Name: Kaniz Zenab

Class Timing and Day: 8:30 AM – 11:30 PM / Wednesday
Course Title: Managing the Entrepreneurial Venture
 Table of Content
Serial Topic Page
Number Number
1 Executive Summary 3-4
2 Business Description 5-6
3 Industry Analysis 7-11
4 Competitor Intelligence 12
5 Marketing Mix Intelligence 13
6 Market Understanding / Consumer Preferences Analysis 14
7 Appendices 15

ii
 Executive Summary

Purpose of the Report

Our purpose for this report is to conduct market research by knowing the customers

preferences and their demand. As we all know Covid-19 is on its peak around the world, women

are getting depressed. So, we are going to launch a clothing brand in which customers will get all

the facilities at their door step.

Data Collection Method

Interviews, surveys and focus group are the data collection method of BKL. After the research

we concluded that Bahria Town Karachi is most demanded business platform for fashion
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industry.

3 Key Findings BKL

There is very low competition right now but after some years there will be a great

competition. As we can see the manufacturing of mega malls where all the locals and

international brands will take place.

Our key partners are Fashion Designers, Fabric Vendors, Accessories Vendors, Hand

Embroidery Handiness, Machine Embroidery Handiness, Tailors, Packaging Vendors,

Delivering Vendors, Marketing Agency And etc.

Implications to the Chosen Business

Pricing for Market Penetration is the strategy that will be used by BKL. The purpose of using

this strategy is to enter in a competitive market which BKL will apply to increase its Sales

Volume and Market Shares.

 BKL will use the Social Media Marketing Campaigns, Blogs, Flyers, Brochures, Personal

Selling, Offers, Events and Mobile Outlets for their promotions. BKL’s Area Sales Officers will

directly persuade the customers to buy our products. This promotion strategy can build the

loyalty between BKL and customers. When BKL will hit its maturity sales period then BKL will

use the Price Skimming Strategy. At that stage, the number of loyal customers would be

increased. If BKL will face downfall in the business with respect to sales, then BKL will lower

the prices immediately in order to cover its investment (Break-Even Situation).

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4 BKL
 Business Description

There was a time when markets used to be very low, women usually did not go out for

shopping. So, for that the sellers went to the people’s places and called Baji Kapray Laylo!

BKL is an acronym of Baji Kapray Laylo! (which intended to persuade women to buy clothes).

BKL has re-established an Old Traditional Culture of selling clothes in which customers will get

the offers of Designer’s Design, Customize Design and Own Design at their own places.

Vision Statement

To promote the culture in a traditional manner.

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Mission Statement
5 BKL

To be a traditional brand for customers by providing them with cultural goods in a

traditional manner.

Unique Selling Point

The Unique Selling Preposition of BKL is to Draw / Illustrate the designs in front of the

customers according to their desires.

Industry

The place where BKL is going to be launched has low competition with have only one

competitor that does not satisfied the customers.

 Target Market

Females in Pakistan, American Pakistani and European Pakistani are the target audience of

BKL because BKL is able to make the dresses according to each and every customer need, want

and desire. Bahria Town Karachi is the specific target market of BKL.

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6 BKL
 Industry Analysis

The aim of BKL is to promote the Culture through Fashion that is why, BKL’s symbol has

two aspects; The patterns are promoting the Eastern Culture while the lines are promoting the

Western Culture.

BKL is the brand at most precedence to give its followers the best among in Products Offering,
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Cultural Designs and Traditional Services. A complete emporium for women clothing i.e. Bridal,

Wedding, Party and Casual dresses. Moreover, BKL is also providing Stitching service. There is
7 BKL
no need for customers to go anywhere, BKL will come to the customers. BKL is an Online

Traditional Brand which will cover customers’ areas through Social Media Platforms and Mobile

Outlet. Project Manager, Fashion Designers, Handiness and Tailors will manage the business on

a day-to-day basis. The unique services which BKL will provide to the customers are:

 Fashion Designer will connect to the customers after the appointment of Own Design.

 Fashion Designer will draw the designs according to the customers’ orders.

Market Segmentation

Geographic Demographic

 Pakistan  Females

 America  Traditional and Cultural

  Europe  Fashion Enthusiastic
Behavioral Psychographic

 Cost vs Benefits  Middle and Upper Classes

SWOT Analysis

Strength Weakness

 BKL will offer the Designer’s Design,  Due to less trust in Market, BKL

Customize Design and Own Design at would be faced the difficulty in

customers’ places. CONFIDENTIAL

building customers’ loyalty.

 BKL will never compromise on

8 BKL
quality but on prices.

 BKL will always take care of its time

management to deliver its orders on

time.

 BKL will always take feedback to

customers for satisfaction.

 Customers will get discounted offers

gradually.

 Customers will get 6 months of

Product Warranty.
Opportunity Threat
  Social Media will help to introduce  Cost of Raw Materials would be the

the business expeditiously. threat for BKL because BKL does not

have their own resources.

This 4P’s marketing strategy of BKL:

Product Price

 Designer’s Design  Reasonable Prices

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 Customize Design

9  Own Design BKL

 Tailoring
Place Promotion

 Customers’ Place  Social Media Marketing Campaigns

 Blogs

 Flyers

 Brochures

 Personal Selling

 Offers

 Events

 Mobile Outlets
 Organizing

Setup of Resources Hiring of Employees Training of Employees

 Head Office  Marketing Team

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 Training about BKL’s

 Workshops  Fashion Designers Vision and Mission.

10  Area Sales Officers  Training about BKL

Traditions, Cultures,

Fashion and Trends

Globally.

 Training of Marketing

and Sales.
Leading

Receiving of Confirming of Preparing of Delivering of Feedback of

Order Order Order Order Order

Key Player

Bahria Town Karachi is the place full of business opportunities with less competition. There

is only one brand named Tailoring and Boutique giving services to customers. After taking
 feedbacks, we discovered that 90% customers are not satisfied with their services in terms of

low-quality products, poor stitching quality and high charges.

Michael Porter’s Five Forces Model

Threat of New Entrants:

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 Buyers switching cost is low.

 Low customer loyalty for non-established brands, making it easy for buyer to switch to
11 BKL
alternatives.

 Increased bargaining power of suppliers.

Competitive Rivalry:

 Low competition

 No advertising budgets

 Low customer loyalty to established brands.

Supplier Power:

 There is low competition among suppliers.

Buyer Power:
  Buyers are sensitive to price change.

 Buyers are not willing to spend much.

 Buyer can compare different alternatives easily with information on the internet.

Threat of Substitution:

 There is only one substitute service available in the market.

Competitor Intelligence
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In Bahria Town Karachi there is only one competitor available named Tailoring and Boutique.

The other competitors are the women who are working as a freelancer. Around 25,000 people are
12 BKL
living in Bahria Town Karachi in which 65% are female. The existing brand covered only 10%

market share. BKL has a great opportunity to build relation with customers.

SWOT Analysis

Strength Weakness

 Monopoly  Poor Quality

 High Price
Opportunity Threat

 Improve quality to satisfy customers.  New Competitor

Target Audience profiling

 The target audience profiling of Tailoring and Boutique are middle and upper classes in which

no one is satisfied from them.

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Marketing Mix Intelligence

13 Product / Service BKL

Tailoring and Boutique are offering Designer designs and Tailoring service.

Unique Selling Point

Tailoring and Boutique has not any unique selling point rather than monopoly.

Pricing Strategy

Premium Pricing is the strategy used by Tailoring and Boutique. The reason is to increase

Revenue.

Placement / Distribution Strategy

First of all, when new dresses are designed so raw materials have been purchased, then its

final assembling is done in the workshop and after that it is ready for the customers.
 Product / Service Price

 Designer’s Design  Premium Pricing Strategy

 Tailoring
Place Promotion

 Market  No promotion

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Market Understanding / Consumer Preferences Analysis

14 BKL
After connecting with the customers from different platforms, we come up with the result that

customers are willing to welcome BKL. Customers are depressed because it's become a

challenge for them to go for shopping due to Covid-19. Middle and Upper classes both are living

in Bahria Town Karachi have one thing in common that is quality. All the customers want

quality from BKL. In Bahria Town Karachi all kinds of customers are available whether in terms

of Culture or anything. The aim of BKL is to promote the culture so in this atmosphere both

parties seem to be satisfied from each other.

After research we concluded that different customers have different preferences and demands

such as:

 Some customers want fabric quality.

 Some customers want stitching quality.

  Some customers want design quality.

 Some customers want good service.

 Some customers want design from different categories.

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15 Appendices BKL