CASE STUDY-DINER’S

Group Members:
Zohaib Ahmed-12614
Maira Khuda Buksh-09329
Hassan Abrar-12438
Sohaib Zafar-
Hammad Maqsood-
Diners has been in the market for about 20 or so years and has established itself as a leading
clothing brand for men in Pakistan. Success is not a destination, rather a journey, a journey that
never stops. Diners realizes this and is ever ready to delve into a fruitful opportunity, which is
exactly what it did when launching their sub-brand Sohaye, which will manufacture and retail
women’s clothing items.

The story behind Sohaye is also insightful as to how businesses can be impacted by modern
methods of analysis. The Youngest Son of Diner's owner, Mr Zaid Yahya was instrumental in
discovering the inspiration behind Sohaye. Zaid is doing his Masters in Data Science at the
University of Southern California. Zaid discovered the potential of his brand Diners while
working on one of his assignments in which he used his own company's dataset to analyze and
formulate recommendations. The Data proved how the dynamics of the company, the market, the
existing technology, resources and staff were well aligned and able to launch a potent brand for
women. Mr Zaid pitched this idea to the company's management. Then the company's
representatives inquired about this with their management and also with reputable management
consultancy firms before going on board with this.

Sohaye has lived up to its promise for the most part. Sohaye's success is evident from its recent
quarters' sales and also the reception its advertising campaigns have received. Sohaye has not
only done well as a sub-brand but has also helped Diners be perceived more vibrantly. The story
of Sohaye is definitely inspiring in general and especially for students. Success could be around
any corner, even around the corner of one's next assignment. Hence an open eye and a keen mind
can go a long way just as it did for Diners.

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