UNIVERSITY OF CENTRAL PUNJAB

Subject:
MARKETING
Submitted By:
Manahil Arif
Roll No:
M1F17BBAM0041
Submitted to:

Semester:
6th
Program:
BBA (Hons)
THREAT OF SUBSTITUTES:

“The threat of substitutes is the availability of other products that a customer could purchase
from outside an industry. In this case, price points are limited by the prices at
which substitutes are available, thereby limiting the amount of profitability that can be
generated within an industry.”

BONANZA STRANGI:

Bonanza Satrangi Owner of the farm: Hanif Bilwani Industry Type: Business Entity: Apparel
Fashion Private Limited Ready Made Garments Location: Plot No. 17/1, Sector 24,Korangi
Industrial area, Karachi.

Established in 1976, Bonanza Garments started its operation with only a handful of machines
and individuals. Bonanza Garments is the most successful, widely recognized and often imitated
clothing products in the history of Pakistan apparel industry. Over successive generations,
Bonanza Garments have secured the attention, imagination and loyalty of diverse consumers. It
is a general perception that illustrious brands and businesses are built by maintaining the highest
standard of their products and services and subsequently earning the trust and confidence of all
our consumers, employees, communities and well wishers through meticulous business practices.
Same is the scenario with Bonanza & since Bonanza has a strong database of satisfied consumers
who provide us their feed back from time to time. At the time when Bonanza was established,
not many people wore readymade clothes in Pakistan. Clothes that are in tune with the latest
fashion and are reasonably priced. The readymade garment manufacturers are armed with
scissors and seam, fabric and flair have won the wardrobe war and there is no doubt that
Bonanza is one of the conquerors in this war. Since the response at the fashion week was
overwhelming, Bonanza made the decision of introducing its prêt collection at some of its own
retail out lets. Automation is rapidly changing the structure and complexion of Pakistan's apparel
industry. Shuttle less looms and other automated machinery now produce flawless fabric which
is printed, dyed and finished in most modern processing units. Bonanza has, within its group, its
own knitting, weaving, dyeing, printing and finishing units. There is absolutely no compromise
when it comes to quality standards. The phenomenal growth achieved by Bonanza is a tribute to
the relentless efforts of all those persons, right from the top cadre to middle management,
supervisors and workers who have all the way worked as a team to make Bonanza what it is
today.

With over 40 years of experience, Bonanza continues its legacy of providing superior
fabric, value for money and trendsetting apparel to its consumers. It all began in 1976
when the textile industry had not even flourished to its complete potential, that Bonanza
initiated ready-made winter wear, particularly knits for men, women and children.
From then on, Bonanza became a prestigious brand and won respect as the master of
detail in the realm of ready-made garments manufacturing.

With over 80+ outlets across Pakistan, Bonanza stands as an enormous textile giant
today. However, looking at the market potential amongst clothing brands for women,
Bonanza furthermore ventured into creating its exclusive women’s clothing
line Satrangi in 2012 which has now become a one-stop clothing solution for the women
of Pakistan . Thus we became to be known as Bonanza | Satrangi.

The umbrella brand is now clearly divided into two: Bonanza – Men’s Formal Clothing,
Knits, and Ethnic Wear; and Satrangi – Women’s Prêt, Unstitched, and Accessories.

MISION

Our Goal is that after 15 year, everyone in the world will be using any
product of Bonanza Satrangi.
VISION

To Strong the economics of our country.

MARKET GROUP BY TYPES OF COMUNICATION CHANNEL:

MARKETING STRATEGIES APPLIED BY BONANZA:

Marketing is the best option of making awareness in customers and satrangi use this option very
intelligently they use actress and attractive prices and sales for their customer. They use various
platform for their marketing like social media and TV channels. Bonanza Satrangi is a brand that
builds its social media content being completely based on the interest of its current and potential
customers.

BUYER BEHAVIOR:

When it comes to fashion apparel, the consumers seek to connect with the brand and their
mindset. This connect needs to be depicted through the communication of the brand in order to
stay relevant to the audience or else it is very easy for them to switch to any other brand as this
category is price sensitive and revolves around the latest fashion prints and consistent fabric
quality.

PRODUCT OFFERING:

 Unstitched
 Ready to Wear
 Birdal
 Dupata and Trousers
 Men suits
 Beauty and Fragrances product
 Bed sheets
COMPETITOR OF BONANZA:

 Khaadi
 Gull Ahmed

KHAADI:

20 years ago, Founder and CEO, Shamoon Sultan opened the first Khaadi store in a little shop in
Zamzama. The idea for a store like Khaadi was conceived in the mind of this pioneering, pure
patriot, nostalgic about the old craft of the hand-woven material.

Khaadi, the brand, was always rooted but possessed an ambitious spirit. Ever changing, evolving
and expanding. By 2002 it was making women’s wear and soon expanded into women’s luxury
wear with Khaadi Khaas launching in 2008. The year 2012 saw Khaadi change into a mega retail
brand, when it decided to evolve with the customer and introduce colourful lawn prints.
Innovative and experimental, Khaadi introduced furniture, bedsheets, bags, accessories, shoes
and soon became a complete lifestyle brand.

In just two decades, Shamoon Sultan’s 400sqft store transformed into a 44-store enterprise
stretching across 17 cities in Pakistan. Making a mark –on-the-ground and online – Khaadi has
now expanded to four countries across the globe. Despite the brand’s rapid and colourful
metamorphosis, one thing remained constant: Khaadi’s love for craft and its effort to keep it
alive.

The design philosophy was always colour, craft, culture and heritage. Khaadi drew inspiration
from across the globe to become a global ethnic brand. Every piece that carries the Khaadi label
has craft and its history ingrained and woven in the fabric of its soul.

OUR BRAND'S ROOT STRENGTH

The foundation of the brand - Khaadi is Proudly Pakistani, respectful of tradition and making
fashion accessible to all. Khaadi offers the best value-for-money and is a beautiful amalgamation
of modernity and tradition, with its expansive colours and innovative designs.

OUR BRAND STORY

Khaadi’s differences are what make it unique, and it matters to the brand that people can share
every brilliant aspect of themselves with the world, comfortably and with confidence. Khaadi
was founded on a belief that the clothes you choose should let you wear your individuality. Since
its inception, it has been making it possible for women to dress in an inspiring, vibrant,
affordable way – whilst celebrating their uniqueness with every style, stitch and weave.

Born of proud tradition, Khaadi’s unparalleled selection of ever-changing patterns and colours is
always pushing the boundaries of Pakistan’s fashion culture. By giving every woman a greater
freedom of choice in her everyday wardrobe, she can easily bring out the forever unfolding
layers of her kaleidoscopic personality – in her own way and at the right moment.

Moving Forward
Khaadi is a balance of modernity and tradition. Modernity comes through uniqueness and variety
of designs and patterns. It frees women to choose a style that reflects their individuality, giving
them the confidence to express a different side of their personality through their fashion choices.
KHAADI PRODUCT OFFERING:

 Variety of men women clothes.

 Variety of kids clothes.
 Accessories.
 Home Accessories.

GULL AHMED:
At Ideas by Gul Ahmed, you will find a variety of fashion lines including prêt wear, unstitched
fabric (for males and females), polo shirts, formal and semi formal wear (for men) and the
diverse range of casual and formal wear (for women). Over the years, Gul Ahmed has introduced
a number of new trends including high-class G.prêt wear, Chantilly Chiffon, Chairman Latha
(for men), Digital-print Kurtis, Accessories (shoes and handbags), Home Items (bedding,
cushions and bath items) and so much more. Our designs are fashionably contemporary yet
timeless because of their strong pedigree. It is our originality and respect for business ethics that
today, Gul Ahmed ranks as one of the leading clothing brands across Asia. Gul Ahmed not only
provides fashion at great value, but also caters to various customer needs by offering a diverse
product mix. This leads to a complete and enjoyable retail experience. At Gul Ahmed we don’t
just aim at setting trends, but believe in mastering them. As a result of this, the chain has
expanded up to over 100 outlets across Pakistan since its inception in 2003. This has contributed
greatly to it becoming the largest lifestyle and fashion store in Pakistan.

ABOUT THE COMPANY 

The story of textiles in the subcontinent is the story of Gul Ahmed. The group began trading in
textiles in the early 1900s. The group entered in the field of manufacturing with the
establishment of today's iconic name of Gul Ahmed Textile Mills Ltd (GTM).

With an installed capacity of more than 130,000 spindles, 300 state-of-the-art weaving machines
and most modern yarn dyeing, processing & stitching units, Gul Ahmed is a composite unit –
making everything from cotton yarn to finished products. Gul Ahmed has its own captive power
plant comprising of gas engines, gas & steam turbines, and backup diesel engines. Believing in
playing its role in protecting the environment, Gul Ahmed has also set up a waste water
treatment plant to treat 100% of its effluent, bringing it to NEQS levels. 

Today, Gul Ahmed is a vertically-integrated operation, with everything from manufacturing

across all stages, to retail all under one umbrella. The company was listed on Karachi Stock
Exchange in 1972.

PRODUCT OFFERING:

 Variety of men women clothes.

 Variety of kids clothes.
 Accessories.
 Home Accessories.

CONLUSION

There are many more competitor of Bonanza like Khaadi, Al Karam and many more so, it’s
very difficult to provide best designs and prints in reasonable rates that can be easily afforded by
customer so getting high attention towards us we put discount sale on which we not every time
get profit but also faced many losses like less profit, shortage of demanding clothes and many
others.