Marketing project on Nishat Linen

1. Marketing Project |Nishat Linen (NL)
Ready-to-Wear
Submitted by
Isma Khalid ( Roll No. 31)
Sawera Usman (Roll no. 42)
Shazeen Qayyum (Roll no. 45)
Bisma Adeel (Roll no. 23)
Submitted to
Sir Khalid Zafar

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Introduction
In their own words “Nishat Linen brings you colors of east spiced up with style and elegance;
transforming fashion and incorporating cultural values into the designs and ideas. We are
responsible for putting forth clothing that represents your taste in dressing up. The beauty is in
the colors and the cuts that are modern yet simple and supremely eye-catching. We care for our
customer needs and so we keep the quality of our products high. May it be women or children;
we have something that can click to everyone’s hearts and minds.”
There are so many Product-lines of Nishat Linen but our focus is on NISHA- clothing line for
women and Ready to wears which includes 1PC, 2PC and 3 PC, bottoms, scarfs and tops.
Mission Statement of Nishat Linen
“To provide quality products to its valued customers and explore new markets to promote /
expand sales of the company through innovative technology and effective resource management
so as to achieve optimum prices of products for sustainable and equitable growth and prosperity
of the company.”

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Vision Statement of Nishat Linen
“To transform the company into a modern and dynamic power generating company through
mastering the complete textile value chain from raw material to retail - run by a world class
human resource pool to create a sustainable business which contributes to the long-term
economic development of Pakistan.”
• Target market of Nishat linen
The target market of NL comprises of customers who have a distinct set of demands where they
focus 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 linen to
socialites and professionals with a sophisticated and exclusive sense of dressing, Nishat is very
successful as it caters to a privileged market segment that can pay for high quality and style.
As our main focus is on the women clothing, so Nishat is targeting these customers very well in
all subjects. It provides every variety of Ready-to-wears, from casual to formal, from 1PC to
3PC. It also targets every age group. Huge varieties for teenagers, formal ready to wears for
business women, for young girls and for housewives too.
• Huge competitor
Nishat linen- women clothing line itself provides a bulk of options to us. As I described earlier, it
gives us options of 1PC, 2PC and 3PC. Its ready to wear Kurtis, long frocks and many other
designs according to fashion ranges from PKR 2000 to 5000. Due to its unique designs, quality
stuff, it makes it different and unique from other brands and makes it a huge competitor.

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In Ready-to-wear line, the dresses are more categorized into other options. If I name them, they
are categorized as LUXURY- Husn-e-Jahan, Aaqs, Angan, Bad-e-Naseem which includes the
semi-formal dresses whose prices range from PKR 6000 to 10,000.
SWOT MATRIX OF NL/ WOMEN/ READY TO WEAR
Strengths
•High quality stuff
•Huge Variety of ready to wear
•High consumer rate and high
end brand.
Weaknesses
•High production costs
•Rapid changes in fashion
industry will be hard to keep up
with
Opportunities
• Nishat can get into western
clothing line which will give
them an edge over their
competitors.
• Publish their own catalogues
put them at different book stores
so that customers have easy
access to their designs.
Threats
• Sales prices are highly volatile
• Huge competition
• Dynamic fashion trends
SWOT Matrix

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• Marketing strategies of Nishat Linen:
Nishat implements many strategies time by time. One of them which I observed many times is
that where it places its Ready to wear 1PC shirt/ kurta, it places matching trousers nearly. This
provides ease to the customers. It also saves time that we get the complete dress from the same
place. Similarly, when we buy a 2PC ready to wear dress, we can get a contrast dupatta or scarf
from there too very easily. Customers like such convenience and hence, the sales of the brand
increases.
During this COVID-19 , I have observed last time when I went to Nishat outlet that they are
providing face masks with their Ready to wears. The print and fabric of these face masks is just
same as the outfit’s print and fabric. As the face masks have become very important for
everyone, so it attracts the customers especially teenage girls. Same face masks like your dress
look trendy.

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Marketing strategy of NL
Marketing
Strategy
Target segment
is exclusive and
formal wear
and convenient
outfits
Target
entrepreneurs
and business
owners
Market
Expansion and
product
development
Wide range of
formal and
informal outfits
Focus on
interior
decoration to
attract
customers

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Product
The product strategy of NL is focused to provide customers with high-quality products, elegant
designs & heterogenous shopping products. Products items range from modern digital-printed
fusion tops to classically embroidered table covers.
“Take your pick from our wide ranges and ever- changing new designs appearing seasonally.” i
The width of NL product mix of Nishat is five product lines including Nisha, Naqsh ,Kids ,
Accessories & Home Linen.
• Nisha (Women Clothing Line)
Nisha is most diverse and highly targeting product line of NL. The high-quality fabric of
Nishat’s clothing line “Nisha” gives it competitive advantage due to high-quality & decent
designs.
The ready-to-wear collection of this product line is consumer’s favorite category:
Ready-to-Wear
Ready-to-wear product items come with different prints, styles and high-quality fabric for
different age groups. The ready-to-wear racks has updated designs for Teens, Millennials,
Generation X & Baby Boomers. The diversity of stitching styles and prints attracts working

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women, students, housewives & old citizens equally. Mostly, older citizens prefer to buy
unstitched clothes as they prefer easy to carry customized clothes on trending styles. Some
collections target culture-loving people through luxury collections like Dastoor, Qareena etc.
While trend-loving segment can find modern and latest designs of fusion tops or geometric
patterns’ prints on rack.
Categories of Ready-to-wear items are
• 1-PC products items:
1-PC product items that include stitched fusion tops, shirts, dupattas or bottoms. The market
segment of fusion tops comprises of Teens & Millennials who prefer lively colors and modern
designs and cuts. While, shirts are sophisticated and decent product items that are at heart of
almost every generation except Baby Boomers who likes to wear 3-PC dresses with a uniform
design. The ready-to-wear bottoms of NL have following categories:
• Trousers
• Shalwars
• Pants
• Luxury collection of Pair of pants
Trousers, Shalwars & pants are both for casual and formal wear. These are decent, elegant &
have wide variety of colors and designs. The luxury collection has ghararas, Culot pants,
trousers with motives, embroidered and dyed trousers. NL dupattas also provide the consumers

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with best quality and unique designs but there’s not much variety available . One can find only
one rack with limited options.
• 2-PC product items:
2-PC product items are usually a combination of Shirt & bottom or Shirt & Dupatta. The
decency of 2-PC items equally appeals the consumers . The Luxury collection of 2-PC items has
embroidered items with formal stitching styles. Some product items have light designs and can
be used in daily routine while others have heavy embroidery work & cloth cut that is best for
party-wear. Some of the items are designed culturally while others might have trendy & modern
prints for office-wear.

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• 3-PC product items :
3-PC product items comprise of shirt, bottom & dupatta. Like other product items, 3-PC items
also have a vast variety of colors , designs , prints and styles. All generations specially Baby
Boomers prefer 3-PC product items because of their uniformity & completeness.
v
Customers can exchange articles from NL outlet or E-Store within 14 days from the date of order
placement. Product(s) must be in its original condition. Cash refund is compensated by giving
Coupons .
Promotion
Promotion is important element of marketing mix . It creates awareness among the people
regarding the brand and convinces the people to buy products and services of that specific brand.
Similarly Nishat linen also has a marketing strategy related to promotion and generates interest
to the customers by the promotional elements like advertising ,public relations and sales
promotion
• Advertising:
Advertising is any paid form non-personal communication of products, services or ideas through
a commercial media. Nishat linen’s advertisements appear on newspaper, billboards, tv and
social media . Nishat’s ready to wear collection ads appear on TV and Their Instagram Pages.
Many Celebrities have appeared in these ads that include Aiman Khan , Minal Khan , Mahira

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Khan etc. Their ads have appeared on the winter issue of famous magazines like Paparazzi,OK
Pakistan and Diva Magazine .
.
• Sales promotion:
Sales promotion represents non- media campaigns such as sampling displays, shows, exhibitions
and. Free samples, Money off coupons, extra value offers buy one get one free, bundling,
privilege points are all different methods used in Nishat’s sales promotion. Nishat uses sales
promotion as one of their promotion tools by offering programs like every day eating coupon
codes and discounts,USBs and offers for online shopping on NL products. Currently, the
company has decided on a new marketing plan for their latest winter collection through the
mobile phones. Under this distinctive strategy, the clients receive SMS that are treated as
coupons and which they can cash at any NL retail outlet.
• Publicity:
Publicity is a promotional method where the organization is not paying for the communication
about its products and is benefiting from it. Nishat’s Publicity is achieved mainly through public
relations activities. NL provides many sponsorships to many events and TV shows in Pakistan.
They started Love is free campaign for winter ready to wear collection In Turkey in which
many celebs wore their pret. dresses.

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NL is a well-known brand in the market and its fame describes its publicity and the further
publicity occurs during various interviews of officials of Nishat. Publicity for Nishat also occurs
during the launch of every new product and when the annual sale reports are published.
Nishat’s public relation activities is evident from how they try to communicate with government
organizations as well as the customers about the different issues that they face. Through public
relations NL tries to bring to the attention of all the customers and organizations concerned
about various issues and the current approach they are taking towards these issues.
With over 1.6M Instagram Followers, NL tries to engage their customers by regular posts and
campaigns in order to retain their loyalty towards the brand.
Pricing
Pricing of a product is vital for a retailer. It determines the profit and is one of the major
marketing mix tools. Therefore retailers have to be very careful while choosing the pricing
strategy to achieve profit goal.
• Prestige Pricing Strategy
In luxury pret. , motive of NL in pricing strategy is prestige pricing strategy when they price
their products high to present the image that their products are high-value, luxury, or premium.
Prestige pricing focuses on the perceived value of a product rather than the actual value or
production cost.
Prestige pricing is a direct function of brand awareness and brand perception which
NISHAT adopt for their Ready to Wear Collection. Because they are known for providing
value and status through their products — which is why they’re priced higher than other
competitors.
• Luxury Pricing Strategy:
Nishat has Luxury pricing this strategy applied to this type of product, where the
brand has an extremely high value (comparing to the actual cost of production).
This part of the market is brand-focused and loyal.

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Placement
Product placement is a modern merchandising strategy for brands to reach their
target audiences without using overt traditional advertising. Product placement and
its effectiveness continues to triumph in the marketing world and this is especially
true in the realm of fashion.
• In talk shows Nishat product display along top celebrities and featuring their
product and target the large audience indirectly.
• Nishat product placement also comes up with Award shows where they
come up with big-budget to reach more audience traffic and create brand
awareness
• It’s about the NTM transportation, order processing, warehouse and logistics
as well. At a national and international level NTM trying to reduce the
expenses and this would be helpful to increase the margin profit.
• Nishat has a whole core team to come up with ideas and hire stylists for the product look
and manage all the video and shots of the product.
• Nishat aims to position its product as an exclusive top and middle-income customers. In
their Pret. , Collections designs are trendy exclusive and for a specific class of audience.
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.

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i
https://nishatlinen.com/about-us