A project for the course MKT 465, Brand Management under the supervision of Mr. Varqa Shamsi Bahar, North South University.

2. Opportunity Analysis
Demand For a Well-designed
Muslim Wear
Scarcity of Premium
Brands
Profitable Opportunities in
Target Market
Rising Standard of Living

3. Competitor Analysis
Indirect
Competitors
Direct
Competitors

4. Target Market
Analysis
Geographical segmentation
Divisions Barisal Chittagong Dhaka Khulna Mymensingh Rajshahi Sylhet
Regions Old Dhaka Dhanmondi Banani Pantha path Gulshan Rampura Mirpur
Demographic Segmentation
Age(Years) 0-15 16 - 30 31 – 45 45 – 60 60+
Gender Male Female
Income 0-20k 20k – 40k 40k – 60k 60k – 80k 80k – 1lac 1 lac +
Education Uneducated School SSC+HCS Diploma Bachelors Masters PHD
Occupation Labor Non-managerial Employee 1st line managers Middle line
Managers
Top Line
Managers
Business
owners
Family Size Single Nuclear Joint Family Young married
with no children
Young family
with under 5
children
Older,
married
with
children
Older,
married with
no children
Marital Status Single Married Divorced Widow
Religion Islam Hinduism Christian Buddhism Other
SEC A B C D E
Psychographic Segmentation
Life Style Workaholic Adventurous Classy Sporty Self-esteem seeker Elegant
Personality Friendly Perfectionist Extrovert Introvert Stylish Assertive
Behavioral Segmentation
User Status First time Regular User Non-user Company’s
customer
Competitor’s
Customer
Potential
Customer
Usage Occasion Regular
occasion
Special Everyday use Gift giving Festive
Usage Rate High Medium Low
Loyalty Status High Medium Low
Buyers
Involvement
High Low
Benefit Sought Quality Mass
customization
Customer
service
Online/Offline
experience
Convenience Home
delivery
Economic
price
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation

5. Positioning
Quality
Attribute
Emotional
Benefit
Product
Class

6. Positioning
Attribute
High Quality Material
Superior In Store and
Online Service
Product in Matched
Bundle
Mass Customization
Product
Class
Matched Product
Bundle – “Set”
Professional Stylist
Bridal Clothing

7. Positioning
Product
Quality
Cloth Processing
Wear Resistant
(durable)
Superior Design Quality
Material Choice
Emotional
Benefit
Esteem
Convenience
Religious Pride

8. Positioning
Point of
Difference
Specialised Brand
Convenience
Physical Store
Customization Options

9. Positioning
Category
POP
Islamic Clothing for
Women
Online Presence
Competitive
POP
Product Quality and
Design
Superior Online/Offline
Service

10. Positioning
Brand
Mantra
Brand
Function
Descriptive
Modifier
Emotional
Modifier

11. Brand Elements
Brand
Equity
Brand
Name
URL
Logo and
Symbol
Slogan
Packaging
&
Labelling

12. Brand Elements
Brand
Name
Meaning -
Pride
Ends with
“Z”
Memorable
Favorable
Associations

13. Brand Elements
Official
Website
• www.naaz.com
Facebook • fecbook.com/naaz
Mobile
Application
• Google Play Store
• Apple- iTunes

14. Brand Elements
Law of Shape
Law of Border Directly Appeal to
Women who Wears Hijab
Will Carry
Associations
Contrast Tagline

15. Brand Elements
Slogan
Reinforcing
“Pride”
Persuasive
Careful
Consideration
Wear with Pride

16. Packaging
Brand Elements

17. Product Strategy -Uphold Islamic Values
-High Quality
-Accessories
-Bridal Dress Service
-Physical Store
-Customization Options
-ConvenienceCore
Actual
Augmented

18. Pricing Strategy
Hijab Abaya Gown Brooch Nose
pin
Perfume Diamond
Brooch
Diamond
Nose pin
Gold
accessories
Silver
Accessories
500
to
1,200
1,000
to
3,000
1,500
to
7,000
300 to
1,000
300
to
800
2,000 to
8,000
3,000 to
10,000
3,000 to
10,000
1,000 to
8,000
500 to
2,000
10% 15% 50% 70% 70% 40% 50% 50% 50% 40%
Value Based Captive Product Pricing

19. Distribution Strategy
Direct
Channel
Strategy
Customer
VerticalMarketSystem

20. Distribution Strategy
Stores
-First Store Bashundhara City
-In Store Professional Stylist
-Expand to other Locations
Online
-Website and Applications
-Bundle Plan – “Set”s
-Home Delivary

21. Integrated Marketing Communication (ATL)
Print ad
Full Page
Bookmark
Magazine

22. Integrated Marketing Communication (ATL)
Print ad
Billboard

23. Integrated Marketing Communication (ATL)
Public
Relation
Newspaper
Features
Website
Tips

24. Integrated Marketing Communication (BTL)
Sponsorship
Event Sponsor
AdMaker
Bangladesh
Socio Camp
Booth at
Fashion Events
Create
Database

25. Integrated Marketing Communication (BTL)
Online
Promotion
Social Media
Facebook
YouTube
Official
Website
Search Engine
Optimization

26. -PopularTweet

27. Thankyou
Questions?