Group 5

Rimsha Tanveer Soofi-21020210

Fariya Athar Baig- 22110048
Daniyal Mehmood - 22110333
Muneeb Malik-21110293
M Faayez Satti - 22110312
 Source of information for primary
research.

Google consumer survey form link:

https://forms.gle/7Fxhtx233JpNMn7W9
 Retail Strategy
AND STITCHED
Slogan is “fabric of Pakistan”
The brand promises to transform fashion and add eastern cultural
values into its products

Value Proposition:
• Products for Women, kids and
men
• Primary focus: High Quality :
fabric, dying, printing that goes
with the premium image of the
brand
• Secondary focus: fashion savvy
 Target Market
upper middle to upper class

• Target Market Age group: 25-35 years age of

males and females
• High end areas like DHA & MM alam road
with a focus on creating presence in areas
where competitors are located

• Highest quality
• Freedom to buy: for bulkier woman,
offers required amount of cloth
under the same single unit price
 Buying Channels
1)Real-Time Stores 2)Online Store
• Has 75 Real-Time Stores • Website with their products
• Fair price shops in a few cities for left over and a customer support team
articles at cost price for lower income for customer queries
groups-way they get no loss
3)Application on phone
• Easy to use
• Only for andriod users
 Strengths
• Merchandise:
Premium quality, high variety and quantity, freedom to buy (As seen by graph results of product
assortment)
• Store layout:
Spacious, grand stores give premium feel (ambiance, location and store design & layout voted in top
4 as shown in the graph below)
• Website:
Ease of use & variety offered
Store Website
 Weaknesses
• Customer store experience is average for the target market they are targeting with a premium brand image.
• Design of website was found to be a reason of the standard gap, as it was voted second least because it doesn't
align with their premium brand image
⚬ Online sales used to be 5% but increased to 11% since covid.
⚬ Huge amount of sales could have been made if online store was focused on earlier
• Merchandise: Pricing, due to high-quality price is high. This focus on quality often leads a standard gap, which is
the lack of style & basic designs as mentioned in the consumer survey

Store Website
Location Strategy
• Big cities have complete outlets (reg analysis &
analogue approach)
• Nishat stores are always made near competitor
brands such as sapphire and khaadi to benefit
from high customer traffic

Store Designs and Visual Merchandising

Strategies for Consistency
Consistent:
• Premium, spacious, and elite store feel consistent
• Products vary in outlets location-wise
Inconsistent/Variation:
a) Big cities have complete outlets
b)Small cities have nishat fabric stores only
• Online website does not encase a premium feel
 Justified prices
Customer expectations

• Quality -company focus matches here

• Since high prices, need to reflect what they are offering

Customer experience
• User friendly online website (72.9 & Great Instore and
Ambiance (54.7%)
• However, problem of inventory being out of stock not
handled well by management.
Now customer service
• Overall majority of the people are satisfied with their
shopping experience
• However, not enough loyal customers
 Nishat (Apparel) in comparison
with close competitors in terms of customer service?
Nishat is considered to have best store customer experience and assistance.

Succeeding at : Failing to meet:

Ambiance, customer retail experience and
distinctive brand image & strategies to have
assistance, and elite brand image.
loyal customers
 Communication Channels

Above The Line Below The Line

• TV Advertisements • Telemarketing
• Billboards Allows the company to reach individual customers
Allows the company to reach the mass Sense of loyalty
market Attracts New customers
Creates brand awareness
 Through The Line
The most preferred method for Nishat Linen
for this digital age.
• Social media promotions on platforms
like Youtube, Facebook, and Instagram
• Sponsored videos, posts, promotions
pictures etc

2M Likes 21.6K subscribers

1.5M followers
 Retail
Marketing
 Retail Marketing comparison with competitors

• Customers perceive it poor or average compared to competitors. No unique way of

promotion.
• No or less PR as compared to competitors. Even with promotions such as discounts,
there's no excitement like that for its competitors.
 Retail Marketing comparison with competitors

Most of the customers go to Nishat Linen for

unplanned or spontaneous purchases. Comparison
shopping sometimes.

Distinguishing retail advertising from brand advertising, a failure?

Their efforts are directed to align retail advertising and brand advertising (Premium
image of stores based on brand advertising strategy).
But they don't succeed at differentiating between the retail and brand advertising.
 Recommendations
1.The retail marketing has weakened over the years so a more rapid, intense and competitive
marketing needs to happen through PR packages, rigorous advertising and user generated
content (asked to share pictures on social media)

2. To capitalize on its premium brand image, Nishat apparel as the best

quality gift could be advertised by including a station in stores for gift wrapping- also
works as the retail advertising strategy.

3. To build USP & distinct image, they can focus on their image of a
premium brand and create a premium store experience not just by spacious
stores but also by professional uniforms of staff wearing quality blazers to
differentiate their staff from an average eastern-wear store in Pakistan.
Also, the customers who buy a lot can be offered drinks.
 Recommendations
4. To build customer loyalty in customer relationship management, customer insights and
their most profitable customer demographics need to be studied by recency, frequency and
monetary value. This model suits best because of their high profit margins, they dont need to
acquire more customers but to retain the previous ones or encourage them to buy more

5. Need to work on their website a bit more and offer their phone application for apple
users aswell specially since people use these 2 buying channels the most in a pandemic-
retail advertising strategy.

6. The standard gap of complaints about high prices for high quality but lesser focus on
the secondary focus of the brand: fashion savvy articles.
So to combat with complaints of average 'boring' and 'basic' designs, merchandise
needs to be updated with the latest market fashion trends for satisfied and returning
customers.
Execution plan
Communication tools for virtual collaboration Whatsap
p

Google document (shared):

https://docs.google.com/document/d/17-IrhElz7XcJmZ2lv05mne-
JZ2DyFzprntKczaMW7fc/edit?usp=sharing
 Lessons

• Use online planning tools like Miro because it helps to trace your
progress (slow or fast rate)
• Make use of editable slide websites like Canva and google doc's so all
members can contribute
• Whatsapp and zoom are key in virtual teaming (need flexible
approach to fit everyone's schedule)
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