INTERN CASE

SOLUTION
BY PROFIT PILOTS
 Situation Analysis
There are many clothing brands in the market
Others
11.1%
Price range
Brand name Price range (women) Price range (men) Affinity
(children) Le Reeve
11.1%

2375-19990 1062-17935 550-4000 100% Aarong

50%
Anjan's
11.1%

795-4495 695-4995 495-4295 83%

Yellow
16.7%
532.13-3923.75
618-7949 354.75-2825.17 81%
General market share by
different brands
634-14,495 700-7837 500-3000 82%

The clothing industry is monopolistic in nature; thus the top brands are consuming the markets of
smaller brands due to their strong brand images.
.
 Situation Analysis
Preferable price range for middle class and urban youth:
Men Women Kids

Casual wear: 500-1000tk 500-1300tk 200-600tk

Occasional wear: 1500- 1500- 700-1000tk

2500tk 3000tk

Dresses available within this price range :

Although these brands provide clothes within the preferred price ranges ; but often the designs
are repetative and common which creates customers dissatisfaction. The clothes with desirable
designs are pricey.
Traditional clothing styles and cultural norms also play a significant role in the fashion choices of
people in Bangladesh
 Problem Identification

DECREASED ENGAGEMENT afa afa REPETITIVE, RESTRICTED

25% 25%
DUE TO COVID-19 DESIGN PATTERNS

CORE PROBLEM
Inablity to cope up
with the changing
demand of the
customers.

INCREASE OF DEAD POOR BRAND

STOCKS
afa fasf IMAGE
25% 25%
 Target Customer

Middle class Urban youth

22 percent of the population More than 40% of the youth
of Bangladesh generation prefer branded apparels.

50%

40%

30%

20%

10%

0%
12-18 19-30 31-49 50+

Brand preference by age

 Big Idea
Big Idea
Creative

Cost-
table Comfyclo

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Company Goals and Objectives
Understanding and respecting the
unique cultural, social, and economic
aspects of the country
Affordable and fashionable clothing to
a wider customer base
Renew market engagement
A safe environment in Bangladesh. Creative

Cost-fr
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 Action plan
Meet: Nasreen Zaman

she is a housewife likes sewing & dressmaking in

her free time

Belongs to a middle class household

Designs made by Nasreen Zaman:

There are a lots of around us

 Action plan
We are seeking out around us
Women around Bangladesh will submit their designs to us through our website:

Our specialized teams will select the

Creative
best designs that reflect the needs of
Cost-fr

our target customers

Comfyclo
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Submit your design here:

Women whose designs get selected will

be commisioned by us

Selected designs will be made

!
as our future products
 Promotional Campaign (TVC)

কি বলতে হবে?
আপনি নাম বলে বলা শুরু
করবেন

সুন্দর লাগছে আমাকে?

হ্যা হ্যা শুরু করেন।
রেডি একশন

Scene 1 Scene 2

আমি নাসরিন জামান।

আমি একজন মধ্যবিত্ত আমি সুরাইয়া প্রাপ্তি। আমিও
গৃহিণী। দুই সপ্তাহ আগের মিডেল ক্লাস ফ্যামিলিতে বিলং
৮০ টাকার পেয়াজ এখন করি। অনেক কিছু ই কিনতে শখ
১০০ টাকা। ছেলে মেয়ের হয়।ট্রেন্ডি জামা ভালো ব্রান্ডের
কথা মাথায় রেখে ভালো দোকান ছাড়া পাওয়াই যায়না
জামা কাপড় নেয়া ছিল কিন্ত সেগুলো আবার অনেক
বিলাসিতা। এক্সপেন্সিভ ,শখ শখই থেকে
যেতো।

Scene 3
 (TVC) Comfyclo তে সব জামা
কাপড় তো সাধ্যের মধ্যে
শখ ছিল নিজের একটা রয়েছেই তার উপর আমার
মতো যাদের স্বপ্ন গুলো
বুটিক হাউজ দেয়ার ।
শখ ইচ্ছে শুধু চাপা পড়ে গেছে তাদের
হাতে করা অনেক Comfyclo হলো
কল্পনাতেই রয়ে যেত নতুন ভাবে সুযোগ করে
ডিজাইন ও ছিলো। এতদিন। তবে আমার শখের সব
দিয়েছে,
কিন্তু শুনেছিলাম যে একদিন হুট করেই ------------- ট্রেন্ডি জামা কাপড়
মধ্যবিত্তদের তেমন শখ Comfyclo নাম আমার মত হাজারো গৃহিণী গুলো জাস্ট
থাকতে নেই। শুনি। এখন চাইলেই তার নিজস্ব সাধ্যের মধ্যে।
ডিজাইন Comfyclo তে
দিয়ে স্বাবলম্বী হতে পারে।

Scene 4 Scene 5

Creative

এতদিন মধ্যবিত্তের কথা

In a word Comflyclo is
কেউ ভাবতোনা বলে
the middle class voice
Comfyclo ভাবতাম কিন্তু Comfyclo
হলো আমাদের সেই
table

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ভয়েস
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Scene 7
Scene 6
Promotional Campaign

Influencer Social Media

Marketing Marketing Creative

Comfyclo

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Using coupon codes to avail

Effective social media presence
discount
Using viral marketing strategy to
Merchandise sponsorship
tell our story
Unboxing & product review
Triggering the youth using the idea
Promoting products by celebrity
of nasreen's
endorsement
Real Market feedback
 Feasibility
By reviewing real market Our proposed action plan ensures presence of all the 3 things in
responses we can see people are our products.
prioritising 3 things while Price: By commissioning women like Nasreen per design we are
buying clothes : not spending as much as we had to for a professional designer.
Taking steps like this allows us to maintain affordable rate
1. Price Quality: Comfyclo has a good reputation of maintaining best
2. Quality quality within the price range
3. Design Design: As our customers like Nasreen are giving their preferred
designs and also the designs are reviewed by our specialised
teams ; so we can ensure best designs

What we will accomplish :

Build a strong brand image
Fulfil customer needs and deliver superior customer value
Increased market engagement
Women empowerment
Solved deadstock issues
producing clothes according to unique cultural, social, and economic aspects of the country
 Action plan
M L S
Situation Analysis:
Companies usually use all the
fabrics and produce dresses in
convenient sizes (short sizing)
The unsold dresses become dead
stocks

what we will accomplish :

Our solution:
Solved deadstock issues
We will use one readymade product on
mannequin for dispaly
I will take Sure mam your
this one! measurements
Remaining products will be in fabric form please

Fabric will be made into product according to

the demand
 Action plan
Situation Analysis: Our Solution:
Among youngsters there's a
tendency to not reuse certain old Asking the customers to bring their old clothes
clothes that they want to customise
They throw it away after wearing it Our specialised designers will customise the
max 3times! design according to the customer's needs
They do so cause the cloth is either
not in trend and their tendency to
show off
This behavior can do great harm to
the environment as the fashion
industry is responsible for
approximately 8% of global
greenhouse gas emissions.
 Feasibility

what we will accomplish :

Our survey also shows that customers
are more likely to consider about
environment while buying
that denotes our plan aligns with
customer preferences
reduced wastage of
products
recycling of a used product
easy on the environment
An environment-friendly
organization
Planning Phase
Employee and customer engagement
Approximate Budget
Website traffic and conversion rate
Market trends and competitor analysis
Customer satisfaction and feedback
Financial Performance
Profitability
Return on Investment (ROI)
Product Performance
Operational Efficiency
Sustainability
 Contingency
We will use B2B marketing along with B2C marketing
Comfyclo
Creative

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B2C
Comfyclo

Comfyclo clothing store

Creative
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Comfyclo garments factory B2B

Wholeseller
By using both B2B and B2C marketing we can ensure higher sales rate
Thank You