Group No 5 Project Report

Program: BBA-3
Subject: Marketing Principles
Instructor: Sir Qasim Ali Shah
 Submitted By

Zain Khan Chandio 2111158

Kaynat Chandio 2111129

Kashish Roshni 2111128

Mehwish Naz Pathan 2111130

 A Report Project On

Marketing Mix Strategy Of

Luxury Clothing Brand In
Pakistan
 Table Of Contents

Content Page
S.No
No
1 Introduction 1

2 Vision, Mission and Values 1

3 Brand Segmentation, Targeting And Positioning Strategy (STP) 2-3

4 Outfitters Core Augmented And Actual Product 3-4

5 Product Line Strategy Depth and Breadth 5-6

6 Pricing strategy 7

7 Promotion strategy 8

8 Placement strategy 8

9 Suggestions and comments 9

Introduction
Established in 2003, Outfitters is a fashion Clothing brand created
for the youth of Pakistan who enjoy latest lifestyle trends; which can
be style, music, technology or social networking, as a means to
express themselves.

Outfitters Vision

dedicated to inspiring customers through a unique combination of

product, creativity and cultural understanding.

Outfitters Mission
The goal for outfitter is to build a strong emotional bond with the
customer. To Offer fashion correct products on a timely basis.
Because their customers are the reason and the inspiration for
everything they do.

Brand Values
Outfitters core values comprise “customer loyalty, diversity,
creativity, and honesty.” This company has one of the best cultures
in the industry.

Brand Segmentation, Targeting And

Positioning Strategy (STP)

Outfitters has separate product lines in order to cater to all segments

and their demands - men, women and juniors. Within each line they
offer a wide array of products which caters to a variety of different
styles and preferences, from highly fashionable, on trend pieces to
garments to more casual, every day attire and basic apparel.

Outfitters Target Customers

The main Target Customers of Outfitters are young adults aged 18
to 28 through a unique merchandise mix, compelling store
environment, social media and third-party digital platforms,
websites.

Brand Positioning
Outfitters is known for their specific trendy style for the young
crowd of people. Outfitters offers the best selection of clothing.
Outfitters is also known for having exclusive style of fashion that no
other brand can obtain.

Outfitters Core Augmented And Actual

Product
As we know in this Product planners need to think about products
and services on three levels.

Basic Core Level

Which means what customer is really buying.

Now If we take an Outfitters jacket for example so here customer is
buying a piece of clothing which he or she will wear in winters.

Actual Product
In Actual Product Companies develop product and service features,
a design, a quality level, a brand name, and packaging.
Outfitters Jacket design is very trendy and fashionable the leather
quality is very high end. And The packaging of outfitters which
represents the brand in every type of way.

Augmented Products
In augmented product it is Around the core benefit and actual
product by offering additional consumer services and benefits.

So if you want to exchange or return your jacket you can return or

exchange All products purchased from outfitters within 14 days of
purchase.

Outfitters also have this amazing feature in which you can simply
scan barcode from your phone camera to scan The QR Code on the
clothing tag or on product package. And it will take you to the
official website that will display all information that the outfitters
has provided to know of the brand is antithetic or not.

Product Line Strategy

The Brand Offers verity of different products and Different
Collections.
Outfitters Depth and breadth Of Product
Outfitters Breadth of products are.

SWEATSHIRTS
HOODIES
SWEATERS
JACKETS
OVER SHIRTS
COATS I BLAZERS
CO-ORD SETS
SHIRTS
ACTIVEWEAR
TSHIRTS
POLOS
JEANS
TROUSERS
SHORTS
SHOES
FRAGRANCES
ACCESSORIES

And Depth of The product includes.

For example even a simple Outfitters T.shirt have different Options
that a customer can choose from
Different Colors
Material
PLAINS
CHECKS
PRINTED
DENIM
STRIPES
GRAPHICS

Brand Pricing Strategy

Outfitter's highest price is 14000 and the lowest price is 600 and the
average price is 2500 to 3000. Which is quite affordable for
Pakistani youngsters. As compare to it’s competitors which is Levis.
Pakistan.
Outfitters also have amazing offers and discounts which includes
every year 50% off on winter/ Summer and 30% Off on year end
sale.
 Outfitters Product Minimum Price Maximum Price

T.Shirt 2090 5990

Jeans 3090 8990

Polos 2090 3090
Jackets 2090 9090

Outfitters Promotion Strategy

Outfitters promote their brand via social media, billboards

advertising and through social media Influencers in Pakistan.
People get attracted to the brand when their favourite influncer
promote the brand and they wanted to try that brand because their
favourite influncer is promoting it.
Placement Strategy (Retailing and
distribution)

Outfitters have 120+ stores in every major city of Pakistan. Which

makes the brand very accessible for youngsters.

Outfitters also sells majority of there products through social media

advertising social media campaigns. In which customers can buy
directly from there website. Through convince of there home.
Suggestion And Comments

It is one af the famous brands in Pakistan They pretty much have

every thing like clothes, shoes, belts, accessories. One Thing that we
liked about outfitters is they inovate alot and constantly trying up
there game not only in Quality but also making the brand fashion
up-to date according to their target customers needs and want.
What we would like to suggest and add to the brand is Outfitters
should have eastern wear.