MARKETING AUDIT

EDENROBE

 WANYA KHALID (MG-019)

 UROOBA HASHIM (MG-044)

 SUMAIYA KHALID (MG-046)

 BISMA HABIB (MG-048)

 TABLE OF CONTENTS

 Edenrobe An Overview

PART I. Marketing Environment Audit

 Microenvironment

A. Demographic

B. Economic

C. Environmental

D. Technological

E. Political

F. Cultural

 Task Environment

A. Markets

B. Customers

C. Distribution and Dealers

E. Suppliers

F. Facilitators and Marketing Firms

G. Publics

PART II. Marketing Strategy Audit

A. Business Mission

B. Marketing Objectives and Goals

C. Strategy
PART III. Marketing Organization Audit

A. Formal structure

B. Functional Efficiency

C. Interface Efficiency

PART IV. Marketing Systems Audit

A. Marketing Information System

B. Marketing Planning System

C. Marketing Control System

D. New-Product Development System

PART V. Marketing Productivity Audit

A. Profitability Analysis

B. Cost-Effectiveness Analysis

PART VI. Marketing Function Audits

A. Products

B. Price

C. Distribution

D. Marketing Communications

E. Sales Force
PART I. Marketing Environment Audit

Microenvironment

A. Demographic

Q. What major demographic developments and trends pose opportunities or threats to

this company? What actions has the company taken in response to these developments
and trends?

Since population rate of Pakistan is increasing day by day therefore country people are facing
poverty and majority of the citizens couldn’t afford the branded clothes which are the Threat for
Edenrobe. So, Edenrobe has overcome this threat by selling its clothes, which is the basic need
of people, in affordable prices.

As in population of Pakistan there are 30.01% people of age group in between 20-40 years and
the products of Edenrobe is mainly for that group, so this is an opportunity for Edenrobe.

Since Pakistan has very low literacy rate, therefore most of the citizens are not aware about
Edenrobe. So, Edenrobe had also sponsored Game Shows of Pakistan like “Inaam Ghar”,
through which Edenrobe is also known by illiterate people.

B. Economic

Q. What major developments in income, prices, savings and credit will affect the
company? What actions has the company been taking in response to these
developments and trends?

Fashion is one of the most important aspects in our youth’s life and fashions trends are
increasing day by day, so it is really the challenging period for Edenrobe to please it’s and fulfill
their wants and make them happy and satisfied with its brand. Many other brands are in its
competition so in order to keep Edenrobe’s brand on top they need to make some changes and
improvements in quality and design and also in prices so that their brand can differ with other
brands and their customers will prefer their brand instead of others.

Edenrobe offers sales and discounts in each and every product category and makes the prices
reasonable for everyone to buy.

C. Environmental

Q. What is the outlook for the cost and availability of natural resources and energy
needed by the company? What concerns have been expressed about the company’s role
in pollution and conservation, and what steps has the company taken?

Edenrobe is one of the most high quality brands where natural resources are used and are
making its products more efficient and beautiful. As we all know that synthetic materials are
used as raw materials in the making of fiber. For example cotton, silk etc. Edenrobe also plays
an important part in the society as it avoids plastic pollution by making paper shopping bags.
Hence Edenrobe is one of the top brands that not only care for customers but also the society’s
environment.

D. Technological

Q. What major changes are occurring in product and process technology? What is the
company’s position in these technologies? What major generic substitutes might replace
this product? What are the digital implications of how the company conducts its
business and its marketing?

For its business “Edenrobe has started Online Shopping with the freedom to pay cash on
delivery nationwide.” (Saad)

Work Cited

Saad, Khizer, “Edenrobe – Taking the Local Garment Industry to International Standards”,
Brandsynario.com web, 31st August, 2015, Accessed 9 January, 2020.

E. Political

Q. What changes in laws and regulations might affect marketing strategy and tactics?
What is happening in the areas of sustainability, equal employment opportunity, product
safety, advertising, price control, and so forth, that affects marketing strategy?

Edenrobe started a campaign for empowering women and breaking stereotypes. #LetWomenBe

“Empowering women with better education, being sensitive towards their health problems,
ensuing equal job opportunities and respecting their rights will go a long way in transforming
Pakistan.” Through this campaign Edenrobe is trying to reach out to girls and women to be
confident about what they should and should be doing. (www.hellopakistanmag.com)

Edenrobe control its price by bringing exclusively online winter sale discounts to offer up to
50% on all categories.

F. Cultural

Q. What is the public’s attitude toward business and toward the company’s products?
What changes in customers lifestyles and values might affect the company?

Edenrobe is one of the renowned and high-end fashion brands in Pakistan. It affects the
people’s lifestyle and their fashion sense. A representative from Edenrobe remarked:

“We like to establish an identity that is easily relatable to the people’s everyday lifestyle, like to
be known a people’s choice. We are on the front end to cater our customers’ needs instead of
being reactive so that they can easily reevaluate their needs while enjoying luxury and
comfort.”(www.brandsynario.com)

Edenrobe also launched various outlets in Karachi and in different locations of the country that
was followed with a huge response from the public that arrived to visit the well-furnished outlet
and left with amazing discount offers.

Through this Edenrobe attracted publics’ attention and acquired fame and benefit.

Task Environment

A. Markets

Q. What is happening to market size, growth, geographical distribution, and profits?

What are the major market segments?

SIZE: Edenrobe has expended its business with 75 outlets in 28 cities across Pakistan.

GROWTH: Brand offers a wide variety of ready-to-wear clothing for men, women and kids. In
men’s collection, the brand offer formal and business casual shirts, shalwar suits, kurta,
sweaters, sherwani formal wear. In boy’s collection it includes casual shirts, t-shirts, pants and
shorts. While girl’s collection includes kurtis, tights, frocks.

The company has maintained a sustainable growth of over 28% in past 5 years.

GEOGRAPHICAL DISTRIBUTION: Formal and casual dresses of Edenrobe are easily available
in malls like Dolmen Mall, Atrium Mall and also on cloth market like Hyderi, Tariq road.
Edenrobe has started Online shopping with the freedom to pay cash on delivery nationwide.

PROFIT/ REVENUE:

Edenrobe has revenue of $26.3 Million. As of August 2019, it has 1.1Million fan on face book
(social media) as well.

MARKET SEGMENTS:

Market segment of Edenrobe is divided in some category.

1. Economic Segmentation:

It includes upper-upper class, upper-middle class, upper-lower class, middle-middle class and
middle-upper class.

2. Geographical Segmentation: Karachi, Hyderabad, Lahore, Islamabad and Peshawar.

( (www.brandsynario.com)

B. Customers

Q. What are the customers’ needs and buying processes? How do customers and
prospects rate the company and its competitors on reputation, product quality, service,
sales force and price? How do different customer segments make their buying
decisions?

CONSUMER NEED:

The need of the consumer depends on their surroundings. In summer, they want light dresses
like shalwar kameez, short pants, frocks etc. In winter, they want jackets, cotton dresses,
sweaters, tights etc.

BUYING PROCESS: During buying, the main focus of customer about what they are marketing
is quality of the product, product price and long lasting value. This help in buying customer
satisfaction as well.

RATING THE COMPANY: As compared to its competitors like Bonanza satrangi etc. Edenrobe
provides fashionable products and that too in very benefiting prices and also provides attractive
combination, superior quality and high value with distinctive style. New customers will buy brand
by asking other customers about this brand’ prices that either they are reasonable or not and
about the product quality as well.

BUYING DECISION: For different type of customers like bankers, teachers, students, models,
government employees, Edenrobe serve different type of clothes. For university or college
students comfortable, loose and simple dresses with beautiful colors are provided by this brand.
Teachers and Bankers usually buy coats and pants with jeans and tops as well as government
employees usually buy t-shirts. For every customer different dresses are available with suitable
prices.

C. Competitors

Q. What are the major competitors? What are their objectives, strategies, strengths,
weaknesses, sizes, and market shares? What trends will affect future competition and
substitutes for the company’s products?

COMPETITORS:

Its competitors are Bonanza, Sana Safinaz and Junaid Jamshed.

OBJECTIVES:

Managing strong relationships with clients is the key of company’s survival. Developing and
maintaining a unique and professional image is the most important object of all for the company.

STRATEGY:

The company’s brand strategy has been directed towards providing stylish products in a unique
and innovative manner.

STRENGTH:
Golden buyers are available to purchase the products of cash bases.

WEAKNESS:

Brand currently caters to a couture only market; it is missing the diversification of the two
avenues of distribution.

SIZE:

Edenrobe maintains fashion that is in the reach of all consumers. Its growth rate is 28% in past
5 years. In only 2018 Edenrobe sold $1M garments.

TREND:

Edenrobe has many competitors in present market. The trend which keeps Edenrobe at higher
level in future is the product durability and the cheaper quality or price of the product.
(www.brandsynario.com)

D. Distribution and Dealers

Q. What are the main trade channels for bringing products to customers? What are
efficiency levels and growth potentials of the different trade channels?

The main trade channel for bringing product to customer is advertising through banners and
through online publication on social media, transport services through which it reach to the
shops. The efficiency level of every trade channel is very important. This is the era of business,
many people are interested in online shopping’s as compared to first go to the shop, and the
buying process. So online publicity is very much important and it plays a great role for the
product of the brand. When advertising level becomes good, it helps the brand to attract
customer with product.

E. Suppliers

Q. What is the outlook for the availability of key resources used in production? What
trends are occurring among suppliers?

In product manufacturing, the quality of raw material plays a vital role for the bright image of
product. Raw material is used for the product. Designing and styles are other key resource for
the production. Suppliers buy the product of the specific brand according to their environment. If
their environment consists of low income customers, they buy and sell low product whereas
when environment of suppliers (where their shop is present) consist of high income people or
consumers, their supplying ability or power is of high price. Price range of Edenrobe starts from
2000 PRs to above.

F. Facilitators and Marketing Firms

Q. What is the cost availability outlook for transportation services, warehousing facilities,
and financial resources? How effective are the company’s advertising agencies and
marketing research firms?
G. Publics

Q. Which publics represent particular opportunities or problems for the company? What
steps has the company taken to deal effectively with each public?

Edenrobe has provided various dresses with different style to different type of consumers.
People living in warm areas can easily get light dresses and the other consumers who live in
cold areas, are provided warm clothes. For various festivals, wedding functions, or business
meetings, the company provide casual wears like shalwar kameez, pants etc. and for functions
heavy clothes are available in various shopping malls and supplier shops. With every type of
public, Edenrobe deals with very effective manner.

PART II. Marketing Strategy Audit

A. Business Mission

Q. Is the business mission clearly stated in market-oriented terms? Is it feasible?

B. Marketing Objectives and Goals

Q. Are the company and marketing objectives and goals stated clearly enough to guide
marketing planning and performance measurement? Are the marketing objectives
appropriate, given the company’s competitive position, resources, and opportunities?

Yes, as the marketing objectives and goals of Edenrobe is “to provide ultimate clothing
experience and let people achieve desired urban look” (Saad) and their strategies and tactics
are also according to this but for the company’s competitive position marketing objectives are
not appropriate because its competitors also sells home products like bedsheets etc. and
customers go to those brands from which they can get all the products which they need.

Work Cited

Saad, Khizer, “Edenrobe – Taking the Local Garment Industry to International Standards”,
Brandsynario.com web, 31st August, 2015, Accessed 9 January, 2020.
Part III. Marketing Organization Audit

A. Formal Structure

Q.

B. Functional Efficiency

Q. Are there good communication and working relations between marketing and sales?
Is the product-management system working effectively? Are product managers able to
plan profits or only sales volume? Are there any groups in marketing that need more
training, motivation, supervision, or evaluation?

Yes, there is good internal relation between marketing and sales. Managers work hard for their
company but they need to work on their advertisements or to create awareness among their
target marketers about their brand and products. And IT department also need motivation so
that it can innovate any technology for the marketing of Edenrobe.

C. Interface Efficiency

Are there any problems between marketing and manufacturing, R&D, IT, purchasing,
finance, accounting, and/or legal that need attention?

For the marketing of women, Edenrobe had launched “Knot the Blues” campaign in which they
asked women to speak up about the depression which they are facing and knot the dupatta
which is the sign of courage. Many people criticized the campaign and said that “Edenrobe has
wrongly used mental illness as a tool to sell products” (Anjum). Because of this Edenrobe had to
face problem.

Work Cited

Anjum, Darakshan, “Edenrobe Clothing Brand Faces Criticism for Misusing Mental Illness”,
researchsnipers.com web, 2018, Accessed 10th January, 2020.

Part IV. Marketing Systems Audit

A. Marketing Information System

Q.
Part V Marketing Productivity Audit

A. Profitability Analysis

Q. What are the profitability of the company’s different products, market territories, and
the channels of distribution? Are marketing costs and productivity periodically
examined?

B. Cost-Effectiveness Analysis

Q. Do any marketing activities seem to have excessive costs? Can cost-reducing steps
be taken?

Part VI. Marketing Function Audits

A. Products

Q. What are the company’s product line objectives? Are they sound? Is the current
product line meeting the objectives? Should the product line be stretched or contracted
upward, downward or both ways? Which products should be phased out? Which
products should be added? What are the buyers’ knowledge and attributes toward the
company’s and competitors’ product quality, features, styling, brand names, and so on?
What are areas of product and brand strategy need improvement?

Edenrobe is one of Pakistan’s leading fashion clothing retailers. Its product line objective is to
provide good quality and stylish crafted wardrobe for men, women and kids.

Edenrobe’s products meet the company’s objectives. At present, Edenrobe men’s product range
comprise of Men’s shirts, Ethnic wear, blazers, Ceremonial collection and Merino Wool
Sweaters. Also, the brand offers presently offer semi-formal for women. Lastly, Edenrobe kids
wear also has a wide variety of clothing’s from formal to casual. (ww.brandspakistan.pk)

Cosmetics and jewelry items should be added as Edenrobe promotes fashion and styling.