1 Market Analysis

A market analysis for any business is a good look into the market share of the business, the
market size, the different market segments, the different spending groups, and the competitors.
An in-depth market analysis provides evidence that there may be a niche in the market that can
be exploited for your business.

1.1 Market Share

Cortouch strategizes in trying to target a good chunk of the population. This was mainly due to a
rapid increase seen in the market share of the athleisure market. A forecast of athleisurewear
market is that it is expected to grow by 157.1 billion in the years 2022-2026. As more and more
people hop onto the fitness trend, the more people have been promoting athleisurewear. As
influencers are on the rising trend and people tend to follow their footstep, we will mostly be
using their help to influence the market for our product in order to increase our market share
compared to that of our competitors. Lowered prices, innovative designs, and increased quality
are going to help us penetrate the market. Adding on to that, we at Cortouch, highly value our
customer relationships and in no way would want to compromise our trust with them. Value-
adding relationships create good word of mouth and increase customer loyalty.

1.2 Competitors
As far as competitors are concerned, we are targeting Nike, Adidas, Reebok, and Fila. We aspire
to compete along these brands. Our brand offers products with the same level of quality and half
the price as compared to the world’s leading athleisure brands. Cortouch also focuses on
providing trainings for soft skills, such as boxing and e-gaming. Nike and Adidas recently
introduced their own applications with virtual coaches that teach different workout plans, but
what we are introducing is going to be attracting the youth more. With the growing trend in e-
gaming these days, we will mostly be focusing on grabbing the attention of people in the 15-30
years age bracket. Not only will we be developing applications for health and fitness programs,
but those applications will also have coaches that will provide full virtual trainings for boxing
and e-gaming to our customers. The application will use AI technology and will scan the person
exercising, if they will be wearing Cortouch apparel, their payment for the plan will
automatically become free. While on the other hand, our competitor brands charge so much even
for such online plans.
 Segments

Target
Market

Trends

1.3 Target Market

The current population of Islamabad in 2022 is 1,198,000 and is estimated to be around
1,232,447 in 2023. The Islamabad-Rawalpindi metropolitan area has a population of around
3,525,000. This includes both Islamabad and its neighbor Rawalpindi.

The age population shows that Islamabad is comprised mostly of people in the age bracket of 15-
64 years. This makes it about 59% of the population, where about 37% of the residents are at or
below the age of 15.

The median age of Pakistan is 22.8 years.

The median salary in Islamabad is 76,400 PKR per month. This means that about half of the
population earns less than this and the other half earns more.

Our target market included people from both middle and upper classes. It includes both genders,
male and female, and will be targeting primarily ages 15-40, which is teens and adults. The focus
is on teens due to their athleticism and to be able to build long-term loyalty for our brand. Our
target cities will be urban areas such as Karachi, Lahore, and Islamabad.
 Urban Citizens

Upper Middle
Class

Health Concious
People

1.4 Customers wants and needs

Through the survey conducted by our team, we have found that majority of the population in
Pakistan, both upper and middle class alike, lack soft skills such as boxing and e-gaming.
Furthermore, most of the population also doesn’t have high-quality sportswear that can help
them be aware of their physical and mental capability and overcome these boundaries and
limitations. Much of this stems from the insecurities about their bodies and appearance. Our
business, therefore, would serve to provide the people with trainings in these soft skills and
provide them with high-quality clothing that can aid them in achieving their true physical and
mental capacity as we use three different types of clothing to tackle different backgrounds and
occasions that are overlooked by our competitors. Customers also tend to be mesmerized by the
different array of colors that are provided by apparel brands. We conducted a survey on a small
segment of population, on which colors for the athleisurewear they would like more.
1.5 Trends
The market trend for this segment is that people who prefer to have healthy lifestyle and want to
maintain a social standing. We are targeting more diet and health-conscious consumers,
therefore, following the current market trends on the basis of our market survey we are able to
find out about the customer needs in terms of what color they would prefer in the sports apparel
and the type of material. Through the survey it was found out that customers are keen towards
buying a local sport that is affordable and fits their lifestyle.
Would you prefer a local affordable sportwear in Pakistan?

Yes No Maybe