Keywords: pakistan fashion industry research, nishat linen analysis
Executive Summary
The market for clothing, home textile and accessories has always been great and full to the brim with potential. More and more people are jumping to the bandwagon and discovering their own brands of fabric & clothes with tall statements of high quality and uniqueness. Amid so much competition, Nishat Linen emerged to the top with exclusivity as its say to popularity. This report talks about in the next sections, the existing market position of Nishat Linen relative to its challengers, its business collection, its talents and opportunities, stations of syndication, marketing strategies and lastly, the entire budget and action programs.
Nishat Linen - An Introduction
High in diversity, Nishat Group has been one of the leading and vibrant establishments in South Asia where they have paved its way in the domains of textile, concrete and financial services. Nishat Linen is a part of the company which includes given a whole new sizing and prospect to the textile industry. Nishat Linen is known because of its quality and recognized because of its designs and affordable prices and has been serving the industry going back 14 years and is now recognized as a brand of its. The positive image it has generated in the thoughts of its customers in unbeatable which can't be tarnished by big opponents in the textile industry.
Current Marketing Situation
In Pakistani textile market the idea of a one-stop shop is not new as there are many stores like Ideas, ChenOne and Habitt that happen to be striving hard to provide their customers with the comfort and ease of one-stop it. These stores are strong with their brand names and acknowledgement where they offer their customers with high quality and design versions in order to make the aspect of uniqueness distinct in the consumer's head. As a result strong competition has surfaced among these textile giants that happen to be fighting hard and fast to keep and expanded their customer show in the market
Nishat Linen surfaced, amid such regular and troublesome competition, as a prodigy of Nishat Group; one of the leading and most diversified business organizations in South Asia. Through the entire years, Nishat has made its place as one of the market leaders in fulfilling the home and personal needs of consumers. Presently Nishat is enjoying a palace within the brains of its target market that support it maintain a unique palace among its rivals. Nishat is the marketplace head in its category due to its superior quality, a well-developed brand, marketing work that struck its target portion rightly and continuously changing the product designs and features to meet the needs and requirements of its valuable vibrant customers. This all has helped Nishat to get a differentiated image on the market that has it a prestige symbol.
Market Description
Today's consumer has evolved with a certain set of needs and needs which are obviously identified in their thoughts and are more than capable to make purchasing decisions where they evaluate each product feature with their mental scale and purchase only when it rates higher in their belief. Nishat is currently not a store ever again, rather the outlets are something to that your customer can relate to and would feel safe in revisiting it if you need to. Their brands reflect a certain image and course to the consumers who buy the products to enhance their already groomed personality.
Striving hard on these lines Nishat Linen has made its symbol on the market where it especially targets those discerning customers who seek uniqueness, quality, design, fashion and style in the merchandise they buy without having to compromise on rates.
Without any question the prospective market of Nishat Linen comprises of customers who have a distinct group of requirements where they concentrate on product uniqueness, quality and design which would set them apart from other females. From housewives seeking to impress others through impressive kitchen and bed linens to socialites and experts with a advanced and exclusive sense of dressing, Nishat is very successful as it caters to a privileged market section that can pay for high quality and style.
Product Review
Nishat's products is highly diversified where it offers bed linens to kitchen coordinates, upholstery to garments providing it significant positioning and penetration in the market to cater to the customers who want a one-stop shop experience
Nishat's complete product line is as practices:
Nisha - Clothing Lines for women
Naqsh - Clothing Collection for men
Bed & Kitchen Linen and Accessories
Bed sheets
Quilts
Bed spreads (regular/ bridal sets)
Kitchen (table linen, mats, stand runners, bread containers, aprons)
Cushions ((Zari, 6 part sets, matched with bed sheets)
Fillings
Jai Namaz
Fashion Accessories
Laces
Bangles
Shawls & Stoles
Handbags
Clutches
SEGMENT NEEDS AND CORRESPONDING BENEFITS OF NISHAT'S PRODUCT LINE
TARGET
SEGMENT
CUSTOMER
NEED
CORRESPONDING BENEFIT
Multifaceted, style mindful women
(consumer market)
To be at the zenith of high fashion.
To be exclusive and echo the position of success and power.
Corresponding gain is by means of Nisha - the clothing line for ladies that was launched in 2004.
Based on a wide variety of fabrics including backyard, chiffon, voile, karandi, linen, khaddar, satin etc; it suits every fashion whim of women.
Distinguished men
(consumer market)
Clothes that reveal large masculinity and style yet can be worn easily and comfort any time of your day.
Corresponding advantage is by means of Naqsh - the clothing line for men.
Loose textile as well as ready to wear shalwar kurtaz for many events that are casual yet unique.
Housewives, kids, brides-to-be
(consumer market)
To be able to exhibit style and individuality while decorating residences.
To stylize kitchen, sleeping rooms, living spaces etc; to be able liven up any room.
Corresponding advantage is in the form of a multitude of Bed and Kitchen linen and accessories with a new collection every season.
Caters not only housewives seeking comfortable pillows and comforters and kitchen accessories, Nishat has a linen range only for kids and brides-to-be, hence providing a complete home treatment solution for every life cycle level.
Trendy teenage girls
(consumer market)
To be recognized as a fashion goddess, a diva.
Corresponding profit is in the form of fashion accessories which range from hand bags, clutches, bangles etc for teens on the go.
Competitive Review
Fashion industry of Pakistan is developing on daily basis as it faces some continuous changes on the market trends. Following a path of the style industry, females also have been grooming alongside where the long ago presented concept of a female that belong in kitchen has been altered to a stylish and modern individual who manages her grooming, her dressing and her looks. The customers are now focused on designs and how each would stand for and tripped their image in the intellects of their friends and family members. These are the main regions of concerns the client face while choosing something to wear for themselves or even for his or her families. With all the endorsing of superstars the competition on the market have increased manifolds as the customers are bombarded with advertisements in which the major celebrities have been endorsing their products causing confusions in the research of the merchandise by the customers.
Nishat Linen Competitors:
*Al-Karam Textile Mills
One of the largest companies of Fashion and Basic Beddings, Al-Karam has prevailed in its ability in grasping the biggest market talk about. They give a diversified set of products which can be high in quality and designs which include Apron, Egyptian cotton, bed linen, SOFT TOWEL e. t. c. Also, they are engaged with internal design alternatives as well. Al-karam is happy to truly have a proven record of providing service quality on time.
*Chenone Pakistan
It is one of Pakistan's leading textile group and one of the greatest exporters of home textile products from Pakistan. Chenab's control unit is considered among the best in the united states with a total processing range. Its main products that it includes include Home Textile, Clothes, Ft. Wear and Furniture. Its textile products not only accomplish local demand but are also exported to many other countries.
*Ideas
Ideas is one of the other big competition of Nishat in the market where it includes a similar range of product offering including bed linens, kitchen, bath furniture e. t. c. They are also offering specific range of cotton and garden with fresh and vibrant colors. Their area of expertise is their unique design clothes with a vibrant palette of colors and embroidery.
*Habitt
Habitt provides with an amazing array which includes vast range of curtains, bed sheets, sofa collections, quilts, book cabinets; dining dining tables and usually quite typical house hold items are available here. Habitt is attracting market by providing attractive offers and relatively good deal.
*VLawn
VLawn is again in competition with Nishat Linen in clothing industry. VLawn is a brand of Vaneeza Ahmed which really is a popular figure in fashion industry. Originally she started out with different Grass designs and today she is offering shiffon, rawsilk and khadi wear.
Brand
Product Category
Price Range
Intensity
Habbit
Furniture
Moderate High-High
Red
Interwood
Furniture
Moderate High-High
Black
Cross Roads
Casual Clothing
Moderate High-High
Red
Outfitters
Casual Clothing
Moderate High-High
Red
Fifth Avenue
Casual Clothing
Moderate High-High
Blue
Shirt & Tie
Formal Clothing
Moderate High-High
Red
Dinners
Formal Clothing
Moderate High-High
Blue
Men's Store
Formal Clothing
High
Red
Stone Age
Casual Clothing
Moderate High-High
Red
Cotton & Cotton
Formal Clothing
Moderate High-High
Red
Cambridge
Formal Clothing
Moderate High-High
Blue
Bonanza
Formal Clothing
Moderate High-High
Blue
Oxford
Formal Clothing
Moderate High-High
Blue
Ideas
Clothing
Moderate High-High
Red
Bareeze
Fabric
Moderate High-High
Red
V9
Fabric
Moderate High-High
Red
Funk Asia
Women Clothing
Moderate High-High
Blue
Stylo
Foot Wear
Low-Moderate High
Black
Soul
Foot Wear
Moderate High-High
Red
Borjan
Foot Wear
Low-Moderate High
Blue
Red: Face to face Competition Black: Average Competition Blue: Partial Competition
Channels and Logistics Review
The stations and Logistics are integrated such that product availability is covered across Pakistan at its various outlets which can be found at all the major cities. However the major focus of outlets is Punjab because of easy and cheap logistics since their creation service is near Lahore. There may be one wall socket in Islamabad and Karachi has three outlet stores out which handful of them is located in Clifton and one in PECHS. This goes to show that Nishat hasn't determined other potential or growing markets within Karachi that is going to cause one of the threats from their competitors in getting market talk about.
SWOT Analysis
SWOT Research is a useful tool for analyzing and understanding business situations as well as undertaking your choice making process within an organization. SWOT is an abbreviation for power, weakness, opportunity and hazards. Organizations use SWOT evaluation for:
Business planning
Strategic planning
Competitor evaluation
Marketing
Business development
Product development
SWOT examination for Nishat:
STRENGTHS
One of the first few brands to release bed linen in Pakistan.
Strong product diversification.
Outlets in almost every city of Punjab and three shops in Karachi which is also the business enterprise capital.
Catering all market sections except children.
Strong product development & most significantly according to all the times of year.
Affiliation with a professional designer Mahin Khan.
Organized details of customer data source.
Valuable services to all its dedicated and first-time customers by offering discount cards and membership credit cards.
Limited designs for both fabric and linen can be purchased on the market for every season that creates differentiation with their product.
WEAKNESSES
Nishat linen is not providing the middle and the lower income group that can be seen by looking at the price selection of their products:
Unstitched cloth: Rs. 2138 to 3150
Stitched fabric: Rs. 1400 to 5000
Bed Bed sheets: Rs. 1150 to 2950
Quilt Comforters: Rs. 1800 to 5500
Nishat linen will not perform exhibitions therefore customers have little knowledge about their products with respect to their challengers.
Nishat linen is not able to grow its market in Karachi scheduled to high logistics cost since their mill is in Faisalabad Punjab.
All the promotional strategies are centered on materials as it is their superstar product. bed linen gets little promotional marketing campaign.
OPPORTUNITIES
Nishat linen can turn to get affiliated with more varied designers who are into accessories as well.
Publish their own catalogues for bed linens and fabric and put them at different booklet stores so that customers have quick access with their designs.
Nishat can enter western clothing line which will provide them with an advantage over their opponents.
Their Lahore device is developing denim textile for Levi's which is of superior quality. This gives an opportunity to Nishat to establish their own denim brand on the market.
They should turn to open an electric outlet in an area like North Nazimabad where in fact the market has a lot of potential and people have the purchasing vitality as well.
THREATS
Strong promotional promotions of competitors producing fabrics through exhibitions.
Fabric designs of their opponents are available at other shops as well while their fabrics can be found at their outlet stores only.
Most of these bed linens is exported therefore the local market tend to suffer while their competition like ideas and ChenOne are usually more focused on the neighborhood market attaining competitive gain.
BCG Matrix for Nishat
Star:
Nishat's Star device, unquestionably, is Nisha, their clothing lines for women. It is a product that sells over summer and winter so that quoted by the Director of the Clifton store, "Nisha sells at the same rate even during times of recession". Corresponding to him, Nishat has experienced more earnings during tough economy because of ongoing high sales of their clothing line for females. Launched in 2004, Nisha grew by leaps and bounds and today stands alongside brands like Gul Ahmed, Lakhani and Al-Karam. It has been grouped as a Legend product line of Nishat as the marketplace for women textile and apparel is huge, ever before growing and presents quite a lot of potential. They have a high market share because of its exclusivity and quality that distinguishes it from its competition. As a result, it needs heavy investment to support its image as a brand with an attitude.
Cash Cows:
Nishat's bed & kitchen linen and accessories can be classified as the money cows with which it makes a wholesome and steady cash flow over summer and winter. The market demand for bed and kitchen linen, though not dynamic, has always been there with a sustained and limited potential for growth. Nishat, using its unique and discerning image, has managed to capture a substantial share of this slow-growing market, relative to its competition like Ideas by Gul Ahmed, Identification by Al-Karam and ofcourse, ChenOne. Its bed linen isn't just in high demand locally but is also one of its major imports.
Question Make:
Naqsh, the clothing type of Nishat for men, can be categorized as its Problem Child or Question Mark. It's a device that hasn't shown much potential and therefore hasn't were able to gain the maximum amount of market show or generate as much cash as was expected and required of computer. The market for eastern wear for men has seen an instant growth because the past couple of years and presents so a lot of unexplored potential. With every artist coming up with a special clothing series for men, Naqsh encounters serious competition from not only Gul Ahmed and Al-Karam but other market market leaders such as Amir Adnan, Junaid Jamshed and Rizwan Beyg etc. To make it through in such a fiercely competitive and fast-growing market, Naqsh requires heavy assets to hold its ground but hasn't were able to succeed in attaining enough market stocks up to now.
Dog:
Finally, products of Nishat can be referred to as Dog; unit with a minimal market show in a reasonably growing industry of accessories. The demand for products like hand totes, clutches etc, though has always been there, but it generally does not have that a lot of a growth potential. With a lot of the investment being done in the other three models, Nishat hasn't paid heed to the particular market offering. Known by the masses as a brand for clothing and bed linens, only a distinct segment segment of the market knows Nishat's accessories even when ingenuity and style is taken care of here as well. Hence, this product generates sufficient cash to keep its market talk about.
First season Objective
We have prepared to raise the sales level up to 150 percent of current sales by increasing the market share along with superior customer value.
Second season Objective
We aim to launch the american wears of finest quality and exclusive category and achieve a distinguishable position in traditional western wear as well.
Issues
Due to the saturation of market with huge opponents like Al-Karam, Gul-Ahmed and ideas it is quite difficult to capture a sizable show of market by providing superior value similar with our competitors. Their distribution networks and large number of outlets could be a hurdle in making our product their first concern. Politics issues are also matter of concern as there might be a political affect in establishing our brand in Karachi. Religious issues are also one of the hurdles in advertising via billboards. Financial situation of customers may also be a matter of matter as our all products are exclusive and have high prices.
Marketing Strategy
Nishat's market strategy is based on market growth and product development. Currently their target segment is exclusive and formal wear for formal now they focus on professional females including stylish and convenient clothing having a variety of designs but superior quality. Bed linens also needs to be emphasized more regarding versions in styles and designs. Nishat also programs to target internet marketers and companies who want to design their offices with the products in an exclusive manner by not only providing them their elite products but also special services would also be provided by their agent who would suggest them regarding interior decoration. Gents wear would also be focused involving a variety of formal and casual shalwar suits under the supervision of a high class creator Hassan Shaharyar.
Positioning
Nishat aims to position its product as an exclusive and traditional brand for both top and middle income customers. Additionally, they provide customer support services specifically to women to help them design their clothing by Nishat's experienced designers. That is their differentiating point from their competitors.
Product Strategy
Nishat will start exclusive designs of wear created by a number of new designers. This invention would be affective as upcoming designers use more energy and creativeness that would boost their sales. Free samples are delivered to customers to show how best our products are. Free trial is a good technique in winning the loyalty of customers. This plan is widely used to increase the market.
Pricing Strategy
Before preparing prices of products, various elements are retained into head.
Customer is of utmost importance. If customer is old, his track record is good and looks forward to a favorable repute so profit percentage may be reduced. Prices area driven on cost basis with the addition of certain percentage of profit. That is highly sensitive area.
Current pricing because of their products are:
Unstitched fabric is 2100-3100 it might be revised with an increase of variety having range 1500-3500
Stitched cloth is 1500-5000 it might be revised with economic and unique aspect having range 1200-10000
Bed linen is 1200-3000 it would be revised from regular and exclusive selection of bed linen from 1000-5000
Bridal wear will be launched having introductory prices 20000-40000
Distribution Strategy
Nishat has their own outlet stores in Punjab and Sindh, and the product will be provided only to signed up retailers. As the director of one wall plug has enlightened the point why don't sell their product other then Nishat outlet as their competitor is doing that he replied "we never want to type in a market because when we got into in after that it our artificial product will take birth as it happened with other opponents. " Our exclusive designs and products would be sold at our approved outlet stores. Furthermore to facilitate the clients, online shopping service and door step delivery of order will also be started by the intro of BUY ONLINE option on our website for the purpose we've bought services of T. C. S for order delivery.
Marketing Research Strategy
Following are some research and development techniques:
Through Internet
Nishat has acknowledged the importance of information technology in business field and incredibly quick to capitalize this opportunity. It offers launched its website which tells purchasers about Nishat products and also can take their valuable responses and suggestions.
APTAMA buyer's dictionary
All Pakistan textile mills association publishes a website directory, which includes prospective customers. This dictionary is posted regularly. Marketing department carefully analyses it and find buyers because of its quality products.
Action Programs
We have selected action plans according to different periods and events:
February (on winter collection)
In this month the number of walk-in customer is high for winter clothing demand. Some visit for the bed linens, pads, baby cots. Whereas main emphasis would be on winter collection.
July
Most of the purchasers are people heading back from vacations; they would prefer to buy local products rather than spending more for the same products proposed by international brands.
Reason: A full bed sheet establish including pillow comforters at Nishat is priced at Rs. 3000 whereas any international brand would impose $140 for the same bed sheet which too excluding pillow covers.
August (on summer time collection)
In this collection mainly in Karachi customer influx raises with day in and day out and nowadays mainly women actively do shopping emphasizing on formal clothes for weddings and girls with their summer choices.
Eid (on kitchen accessories)
We also produce the products on the special situations especially on Eid season relating an increased requirement for kitchen accessories.
In such situations demand for Traditional outfit having eastern look is also increased in both male and female
Budgets
We have allocated cover our products as per their market value and demand. Pursuing is the distribution of expenses for our product mix taking into consideration the market position and market expansion in order to improve our current situation.
Nisha 50 percent
Bed linen. . . 15 percent
Naqsh. . 27 percent
Fashion accessories. 8 percent
Controls
There are at least three basic requirements for Nishat to maintain its position as a successful brand:
It must provide something (good or service) that suits best to its functions and for which there is a sufficient market.
It must definitely provide the merchandise with regular quality at a level that appeals to expected customers and fulfill their needs.
It must provide a product at a price that always a satisfactory revenue and a logical sale price.
Profit will be manipulated by pursuing necessary steps:
Quality control
Design control
Customer Data Control
Product Recognition and Traceability
Corrective and Preventing Measures
Internal Audit
