Product Mix:

Cape
Western Dresses
Gown

Kamiz
P ro d u ct M ix
Pant
Three Pieces
Gharara 

Dupatta

Lehenga

Eastern Dresses Sharee

Shrug

Bridal Legenga
Bridal wears
Bridal Dupatta
Width: Our business will be providing 4 types of product line western dresses, three pieces,
eastern dresses and bridal wears. Our online based page mainly will be for customized dresses.
These are the types of our product line.

Length: Our business will be having 4 types of product line so there are different variations and
categories. With 4 types of categories and total products are 11 so the length of the product mix
is 44.

Depth: Our business has 4 types of product line so in these types there are different variations.
In western category there are capes, and gowns within different price ranges. In three piece
category there are dupatta, kamiz, pant and gharara all in together or 2 piece within different
price range. Eastern dresses contains lehenga, sharee, and shrugs. Last but not the least bridal
wears there are bridal lehengas and bridals dupatta. These categories has different price ranges.

Consistency: Our business is a clothing business. So almost all of our products are similar and
related. Our product lines are closely related to our target customer which is women. Our
products also go through the same distribution channels. So, in terms of end use production,
requirements, distribution channels or any other way our products are more consistence.

Value Propositions: The Rahmans offers customers high quality clothing, unique designs
with wonderful service. Our dresses will provide the pure fabrics there won’t be any partiality or
frauds we can guaranty that. Our dresses are perfectly made, fashionable and really comfortable.
Our dresses are perfectly handmade by qualified tailor based on the designs from our customer’s
preferences by our designer. We use zircon stones for most of our dresses which makes it even
more elegant and helps to improve the quality. In the beginning we want to start by designing
dresses for women and we’ll mainly focus on female customers.. Ladies wants some highly
designed dresses with affordable prices. Our products will be fulfilling that desire of our
customers. Our main vison is to provide our customers with high end designer dresses with
reasonable prices. Our business moto is “Customize your own dress”
Pricing Strategy: Since we are starting a new business we will be following new product
pricing strategies. For our clothing business we will follow market penetration. In this type of
penetration our target market must be highly sensitive so a low price produces more market
growth. Because our business is new our goal is to increase the market share to earn ore profit.
To get into the target market and attract a large number of customers and win a large market
share.

 Price Adjustment Strategies: To start a new business we have adjust pricing based on
customers and situation. We will be following some specific strategies for our clothing
business these are discount and allowance pricing, segment pricing, international pricing
and geographical pricing.
 1.Discount
and
allowance
pricing

Price-
4.Geographi 2.Segmented
Adjustment
cal Pricing pricing
Strategies

3.Internation
al Pricing

1. Discount and allowance pricing: We will giving discounts on seasons and special
occasions. Like winter sales, summer sales, eid sales,pohela boishakh sales, pohela falgun
sales. We will be giving special offers on our dresses to balance the demand. We will also
be providing promotional allowance like competitions those who will participate and win
will get a free dress! Doing this there will be promotions and we can increase our market
share too.
2. Segmented pricing: We will segment the target market based on customer’s height (as an
example those who are under 5 feet will be receiving charged less than who are over 5
feet). Because if the person is under 5 feet there will be less stone work on the dress and
our and tailor will also charge less for less stone work. Another segmentation is babies. If
the dress is being made for babies than the cost will be half of the main price. For teenage
and adults the price range will remain same.
3. International pricing: For international pricing there will be more charged on the product
because of the shipping cost and tax. The shipping cost is charged based on weight (in
kilograms).
4. Geographical pricing: This price is based on geographical or region like In Dhaka the
price is a type and outside of Dhaka the price is different. Because our business is online
based and we will be needing a courier service so based on the region the delivery charge
 is different. As an example in Dhaka the delivery charge is 60tk and outside of Dhaka the
delivery charge is 120tk.

 Customer Value based pricing: We will try to understand our customers. We will set
our price based on our customer’s perception. To match our customer’s value will set a
target price based on their perception. We will try to convince our customers to buy our
product and will describe the value of our product.

Good-value
pricing

Custome
r Value
Pricing
Value High- low
added pricing
pricing

1. Good-value pricing: We will be providing good quality designer dresses with high
quality fabrics and wonderful services as well.
2. High –low pricing: We will be giving discounts on special occasions.
3. Value added Pricing: There will be extra charges on customizations and special services.
Price Ranges in Product lines:

Products Setting price

Lehenga BDT 6,000
Shrug BDT 3,000
Kamiz BDT 3,500
Caape BDT 4,000
Gown BDT 6,000
Pant BDT 1,200
Gharara BDT 2,000
Bridal Dupatta BDT 8,000
Bridal Lehenga BDT 27,00
Saree BDT4,500

References:
https://www.impactbnd.com/blog/value-proposition-examples

https://www.feedough.com/product-mix-explanation-examples/

https://marketing-insider.eu/marketing-explained/part-iii-designing-a-customer-driven-marketing-
strategy-and-mix/product-mix-decisions/

https://marketing-insider.eu/price-adjustment-strategies/