Brand Management

Presented To
Mr.Asif Bashir
Presented By

Saima Zafar

Mursleen Ahamd

Yasir Ayub
 Criteria For Brand
Elements

Memorability
 Meaningfulness
 Likeability
 Adaptability
 Protect ability
 Competitive protection
 Strategic Brand management process

 Identification and establishment of

Brand positioning and values
 Planning and implementation brand marketing
programs
 Measuring and interpreting the brand
performance
 Growth and sustaining brand equity
 Identification and establishment of
Brand positioning and values

To establish our brand we would need to

strongly brand our boutique and make people
use it as a generic word for the branded cloth.

The core brand values of “Glamorous Eyes”

are the mixture of attributes and benefits.
 Attributes
 Benefits
 Planning and implementation brand marketing
programs

 Print ads
The print ads, brochures will be designed and placed in Dawn News paper, and
also in She and MAG magazines

 Radio Ads
We will give ads on radio to advertise our boutique. Because people especially
youngsters are using the Fm More now a days.

 Internet
We will also give ads on our website and also on other sites and on
the sites of different news papers and magazines

 TV Ads
We will also give ads on MTV and On Geo and other private channels
like ARY and Hum to sponsor our boutique.
Measuring And Interpreting The Brand
Performance

Our brand performance will be based on

our quality products which we will offer
and in any case or at any cost we will not
compromised on our quality. We will also
evaluate our brand performance by Market
share, high brand equity, and also by the
level of sales.
 Growth And Sustaining Brand Equity

We will update the product seasonally. We will

continue bring innovating designs so that it
remains in the growth stage.
Brand equity will be increased by
 Perceived quality and valued our customer
“Glamorous Eyes” will focus on our valued
customers and we will establish the good
relationship by giving them value and will also
establish good relation with our suppliers to
make our boutique more valuable.
 Strategy for building Essentials for
Brand

 Brand Salience
 Brand Performance
 Brand Image
 Brand Judgment
 Brand Feelings
 Brand Resonance
Suggested brand value chain
 Marketing MIX
 Product Mix
As we are going to open a boutique in which we will
provide the dresses to every person irrespective on
gender
 Core Product
Core product will be informal, formal and bridal dresses
and casual dresses
 Augmented Products
We will also provide the accessories like matching hand
bags, valets, etc as augmented products.
 Marketing MIX
 Price
As far as price is concerned our pricing
strategy is going to be the “Skimming
Pricing Strategy”. As form our prices we
mostly cater elite class and middle class
but as for as the fusion of western as
eastern clothes of the demand of unique
designed clothes we charge price
according to the value of the product.
 Marketing MIX
 Promotion
We scrutinizing the boutique, we diagnosed that the
boutique has not spend much in the marketing
department since long; we decided to give it make over.
We decided to launch of our boutique by promoting
through the following media and create awareness
among masses so that will accelerate sales.
 Print media
 Website
 Radio ads
 TV Ads
 Marketing MIX
 Placement
As the placement is required we selected an area in johar Town.
That area is very famous

 Interior
o We prefer to display the new designed dresses upfront
with its various sizes behind it. This will help us to
organize them easily and will also tell us that which type
of design and color is most liked by the customers.
o An other thing which we will do is the “spotlight” to make
the look more attractive, impressive, and clear in night.
 Brand positioning
 Market Survey
Although the market if saturated but it can always have a space for
new entrants. So we analyze the market and enter in to market by
target the higher and, middle class.

 Competition In Surroundings
Competitors are present in any business does not matter what and

who are you. You have to face competition in market. Product

differentiation, innovative and services to every person will help us
to survive in the market.
 Competitive frame of reference

Time Based
We could be the first venture in the market by launching the latest
design prior to the other boutiques launch. continues receiving
information from customer and according to trends and fashion and
demand ,continuous prediction of cuts, stylish and fashion design
his will help us to compete in market where competition in thriving.

Purchasing Power
We will compete to get the purchasing power of customer we will
invest new and creative ideas to win this purchasing power of the
customer.
 Target Market
As our boutique is situated in Johar Town our targeted
 Higher class
 Middle class
Middle and higher class people like being fashionable
and enigma offers a wide variety of fashionable designs
for the elite families and sophisticated people.
 Strategies For Approaching Target Market
We will give add on news paper, geo TV, and will hired
models who will dressed up in “Glamorous Eyes”
collection to give awareness about our dresses quality,
designs.
 Market Segmentation
 The Characteristics Of Segment
 Measurable
 Accessible
 Substantial
 Differential
 Actionable
 Market Segmentation
 Psychographic
Now according to our boutique we can
categorize it like customers like new and
innovative styles so we have to be
innovative according to new trend .we
have to produce new trendy clothes with
new color combination also we have to
produce new styles before the arrival of
new season etc.
 Market Segmentation
 Demographic
 Age
The Age group will be from 5 to 65.because we are going to target from kids
to teenagers and working men and women for their formal and casual
dresses.
 Gender
We are going to target both female and males dresses and kids too. So we
will segment both gender to attract our more customers.
 Income
As we are going to target the elite class and middle class so will provide the
quality, design and best variety and will charge according to them.
 Ethnic Background
The ethnic background plays a very major role. So our 1st preference will be
eastern dresses but now as today western dresses also in use and in
fashion we will also provide them both types of dresses.
 Market Segmentation
 Behavioral Variables
 Benefit sought
 Product usage rate
 Brand loyalty
 Profitability
 Income status
 Users willingly spend on products related to
Style and lifestyle.
 Brand Extension
When the brand “Glamorous eyes” will establish in the
market and will gain the good reputation and a good
market share. Than we will open our outlets in different
parts of Lahore and also out side the Lahore in different
cities.
 Benefits of extension
 It will improve our brand image.
 Will also reduced the risk perceived by customers.
 Will also increase the efficiency of promotional
expenditure
 It will also reduce the cost of developing a new brand
 Will also permit customers to variety seeking
 Point Of Parity and Point Of Difference

Point of Difference

 Bridal dress
 Establish the modeling events
 Innovated designs
Point Of Parity and Point Of Difference

Point of Parity

Clothes
Ladies hand bags
Gents products
 2 Tier
nd
• Now we sustain our initial brand push with the help of
tiers. Tiers help to push the brand in the market. Once
we have launched our product in the market with a
full fledge marketing campaign. Now we are at the
stage where customers have been aware of our
product. Then the next step will be to attract more
and more customers and to retain the previous
customers. So we will need to create a market
campaign once again to increase their knowledge and
to associate the brand attributes with the feelings of
customers. Now we start our 2nd tier with the help of
different types of placement like billboards through
internet and through different fashion magazine. Now
we start the tier in the marriages seasons because in
that season we earn more profits because our
specialized clothes is wading clothes
 3rd Tier
• Then we start the 3rd tier after that.
That tier we start in different events like
eid etc. and we also start this tier in off
season or low selling season. In off
seasons we offer some by one get one
for the customers. Also charge less
price from our permanent customers.
We
 Brand Repositioning
 If the companies not fulfill the core competencies then
the brand reposition.
 If the corporate culture of the city or the country change
then the firm must be change the position and reposition
the brand
 If the sales of the firm and the company continuously
falling and the brand can not increase their sales then
the reposition occur.
 If the brand create the bad image overall the customers
and not attract the customers then the brand reposition
must be included in their strategy.
 If the firms want to change the market segment and
change the target markets then the brand repositioning
exist
Teaser add