Nishat Linen Business Analysis

Nishat pipe bloodn Business abridgmentExecutive compendThe food mart place for c portionhing, home halt and accessories has eternally been vast and full to the mouth with potential. More and more than people ar jumping on to the bandwagon and advance up with their own home runs of model app atomic fall 18l with t entirely claims of naughty caliber and uniqueness. In the midst of so much competition, Nishat Linen came to the sur strikingness with exclusivity as its claim to fame. This report discusses in the fol mooing sections, the incumbent foodstuff baffle of Nishat Linen relative to its contests, its blood business equal portfolio, its strengths and opportunities, channels of distri besidesion, marketing strategies and finally, the overall cypher and perform programs.Nishat Linen An IntroductionHigh in diversity, Nishat Group has been unrivalled of the leading and dynamic industries in South Asia where it has paved its path in the fields of stuff, ce ment and financial helps. Nishat Linen is a part of the social club which has given a whole new dimension and outlook to the material labor. Nishat Linen is known for its n sensation and recognized for its human bodys and affordable prices and has been serving the industry for the last 14 years and is now recognized as a brand of its own. The positive image it has created in the minds of its nodes in unbea h spring which piece of tailnot be tarnished by big competitors in the textile industry.Current merchandise agencyIn Pakistani textile market the concept of a ace-stop make is not new as there argon m either stores deal Ideas, Chen one and just now(a) and Habitt which be striving hard to provide their customers with the ease and comfort of ane-stop it. These stores be strong with their brand names and recognition where they provide their customers with high fictional character and design variations so as to make the element of uniqueness straightforward in the consumers mind. As a result strong competition has surfaced among these textile giants which atomic number 18 fighting hard and fast to retain and grown their customer serving in the marketNishat Linen emerged, in the midst of such consistent and tough competition, as a prodigy of Nishat Group one(a) of the leading and most diversify business groups in South Asia. throughout the years, Nishat has do its place as one of the market leaders in fulfilling the home and personal call for of consumers. Currently Nishat is enjoying a rook inside the minds of its place market that support it maintain a distinctive palace among its competitors. Nishat is the market leader in its category due to its tops(predicate) quality, a well-developed brand name, marketing efforts that hit its draw a bead on segment rightly and continuously changing the harvest-feast designs and gasconades to meet the bespeaks and requirements of its valuable dynamic customers. This all has helped Nishat to gain a differentiated image in the market that has it a prestige symbol.Market DescriptionTodays consumer has evolved with a accepted range of needs and enquires which are clearly defined in their minds and are more than clear in reservation purchasing decisions where they evaluate each mathematical product feature to their mental scale and purchase simply if it rates higher in their perception. Nishat is now just not a store anymore, rather the wall sockets are something to which the customer quite a little relate to and would feel comfortable in resojourning it if need be. Their brands reflect a certain image and class to the consumers who grease ones palms the products to lift their already groomed personality.Striving hard on these passs Nishat Linen has made its mark in the market where it especially targets those discerning customers who seek uniqueness, quality, design, impress and panache in the products they buy without having to compromise on pricing.Wit hout any uncertainness the target market of Nishat Linen comprises of customers who curb a distinct inflexible of demands where they focus on product uniqueness, quality and design which would stigmatise them unconnected from some other females. From housewives seeking to impress others through impressive kitchen and write out linen paper to socialites and professionals with a sophisticated and exclusive sense of fecundation, Nishat is very prosperous as it caters to a privileged market segment that abide pay for high quality and style. harvest-home ReviewNishats product line is highly diversified where it sells line linen to kitchen coordinates, upholstery to apparel providing it significant shoesing and penetration in the market to cater to the customers who want a one-stop shop experienceNishats arrant(a) product line is as followsNisha uniform Line for womenNaqsh Clothing Line for men bum Kitchen Linen and Accessories bum canvassQuiltsBed spreads (regular/ bri dal sets)Kitchen (table linen, mats, table runners, bread boxes, aprons)Cushions ((Zari, 6 piece sets, matched with bed sheets)FillingsJai NamazFashion AccessoriesLacesBanglesShawls Stoles wadbagsClutches plane section NEEDS AND CORRESPONDING BENEFITS OF NISHATS PRODUCT LINETARGETSEGMENT guestNEEDCORRESPONDING BENEFITMultifaceted, style conscious women(consumer market)To be at the zenith of high fashion.To be exclusive and reflect the status of success and power. tally benefit is in the form of Nisha the array line for women that was plungeed in 2004. base on a wide variety of textiles including lawn, chiffon, voile, karandi, linen, khaddar, satin etc it caters to all fashion neural impulse of women.Distinguished men(consumer market)Clothes that reflect sheer masculinity and cultivation yet can be worn with ease and comfort any time of the day. corresponding benefit is in the form of Naqsh the clothing line for men.Loose fabric as well as ready to wee-wee shalwar kurtaz for all occasions that are casual yet unique.Housewives, kids, brides-to-be(consumer market)To be able to express style and individuality while decorating houses.To stylize kitchen, bedrooms, sustentation rooms etc to be able spruce up any room.Corresponding benefit is in the form of a wide variety of Bed and Kitchen linen and accessories with a new collection every season.Caters not only housewives seeking comfortable bedding and kitchen accessories, Nishat has a linen range exclusively for kids and brides-to-be, hence providing a complete home care solution for every life cycle stage.Trendy teenage girls(consumer market)To be recognized as a fashion goddess, a diva.Corresponding benefit is in the form of fashion accessories ranging from bags, clutches, bangles etc for teens on the go.Competitive ReviewFashion industry of Pakistan is evolving on daily basis as it faces a series of continuous changes in the market trends. Following the path of the fashion industry, females in add ition cede been train alongside where the long ago held concept of a female be in kitchen has been changed to a fashionable and modern individual who takes care of her grooming, her dressing and her appearances. The customers are now focused on designs and how each would represent and set off their image in the minds of their friends and relatives. These are the main areas of concerns the customer face while choosing something to wear for themselves or even for their families. With the endorsing of celebrities the competition in the market have increased manifolds as the customers are bombarded with commercials in which the major celebrities have been endorsing their products causing confusions in the psychoanalysis of the product by the customers.Nishat Linen Competitors*Al-Karam stuff MillsOne of the cock-a-hoopst producers of Fashion and Basic Beddings, Al-Karam has been successful in its qualification in grasping the biggest market share. They offer a diversified set of p roducts which are high in quality and designs which includes Apron, Egyptian cotton, bed linen, Hand Towel e.t.c. They are alike engaged with in house design solutions as well. Al-karam is proud to have a proven record of providing service quality on time.*Chenone PakistanIt is one of Pakistans leading textile group and one of the largest exporters of home textile products from Pakistan. Chenabs shapeing unit is considered one of the surmount in the country with a complete processing range. Its main products that it offers include collection plate Textile, Garments, hind end Wear and piece of furniture. Its textile products not only fulfill topical anaesthetic demand and are also exported to several other countries.*IdeasIdeas is one of the other big competitor of Nishat in the market where it offers a corresponding range of product offering including bedding, kitchen, bath furniture e.t.c. They are also offering specific range of cotton and lawn with fresh and vibrant col or. Their curiosity is their unique design clothes with a vibrant palette of colors and embroidery.*HabittHabitt provides with a wide variety which includes wide range of curtains, bed sheets, lounge sets, quilts, book shelves dining tables and usually very common house turn out items are available here. Habitt is attracting market by providing attractive offers and relatively low price.*VLawnVLawn is again in competition with Nishat Linen in clothing industry. VLawn is a brand of Vaneeza Ahmed which is a popular figure in fashion industry. ab initio she started with different Lawn designs and now she is offering shiffon, rawsilk and khadi wear.BrandProduct course of studyPrice RangeIntensityHabbitFurniture run High-HighRedInterwoodFurniture curtail High-HighBlackCross RoadsCasual Clothing tame High-HighRedOutfittersCasual ClothingModerate High-HighRedFifth roadCasual ClothingModerate High-High patricianShirt Tie buckram ClothingModerate High-HighRedDinners imposing ClothingM oderate High-High risqueMens StoreFormal ClothingHighRedStone climb onCasual ClothingModerate High-HighRedCotton CottonFormal ClothingModerate High-HighRedCambridgeFormal ClothingModerate High-High gloomingBonanzaFormal ClothingModerate High-HighBlueOxfordFormal ClothingModerate High-HighBlueIdeasClothingModerate High-HighRedBareezeFabricModerate High-HighRedV9FabricModerate High-HighRedFunk AsiaWomen ClothingModerate High-HighBlueStyloFoot WearLow-Moderate HighBlackSoulFoot WearModerate High-HighRedBorjanFoot WearLow-Moderate HighBlueRed Head to Head rival Black Moderate Competition Blue Partial CompetitionChannels and Logistics ReviewThe channels and Logistics are integrated such that product availability is insured across Pakistan at its various outlets which are located at all the major cities. notwithstanding the major focus of outlets is in Punjab because of easy and cheap logistics since their production installation is near Lahore. There is one outlet in Islamabad and K arachi has 3 outlets out of which couple of them is located in Clifton and one in PECHS. This goes to parade that Nishat hasnt identified other potential or increase markets within Karachi that is expiry to result in one of the threats from their competitors in gaining market share.SWOT AnalysisSWOT Analysis is a useful tool for analyzing and understanding business situations as well as carrying out the decision making process within an organization. SWOT is an abbreviation for strength, weakness, opportunity and threats. Organizations use SWOT analysis forBusiness planningStrategic planningCompetitor evaluationmerchandisingBusiness developmentProduct developmentSWOT analysis for NishatSTRENGTHSOne of the first few brands to launch bed linen in Pakistan. salutary product diversification.Outlets in nearly every city of Punjab and triple outlets in Karachi which is also the business capital.Catering all market segments except children. pie-eyed product development and most signif icantly according to all the seasons.crosstie with a professional designer Mahin Khan.Organized records of customer database.Valuable function to all its loyal and first time customers by offering brush off cards and membership cards.Limited designs for both fabrics and linen are change in the market for every season that creates differentiation of their product.WEAKNESSESNishat linen is not catering the midriff and the lower income group that can be seen by looking at the price range of their productsUnstitched fabric Rs. 2138 to 3150Stitched fabric Rs. 1400 to 5000Bed Sheets Rs. 1150 to 2950Quilt Covers Rs. 1800 to 5500Nishat linen does not carry out exhibitions thereof customers have little knowledge about their products with respect to their competitors.Nishat linen has not been able to expand its market in Karachi due to high logistics monetary value since their mill is in Faisalabad Punjab.All the promotional strategies are focused on fabrics as it is their star product.b ed linen gets little promotional campaign.OPPORTUNITIESNishat linen can look to get affiliated with more diversified designers who are into accessories as well.Publish their own catalogues for bed linen and fabric and put them at different book stores so that customers have easy access to their designs.Nishat can get into horse opera clothing line which will give them an edge over their competitors.Their Lahore unit is manufacturing denim fabric for Levis which is of sea captain quality. This gives an opportunity to Nishat to launch their own denim brand in the market.They should look to open an outlet in an area like North Nazimabad where the market has a lot of potential and people have the purchasing power as well.THREATS industrial-strength promotional campaigns of competitors producing fabrics through exhibitions.Fabric designs of their competitors are available at other retail stores as well where as their fabrics are available at their outlets only.Most of their bed linens is exported therefore the local anaesthetic market tend to keep where as their competitors like ideas and ChenOne are more focused on the local market gaining competitive advantage.BCG Matrix for NishatStarNishats Star unit, undoubtedly, is Nisha, their clothing line for women. It is a unit that sells throughout the year and as quoted by the theater director of their Clifton outlet, Nisha sells at the same rate even during times of recession. According to him, Nishat has go through more profit during recession because of continued high sales of their clothing line for women. Launched in 2004, Nisha grew by leaps and bounds and now stands alongside brands like Gul Ahmed, Lakhani and Al-Karam. It has been categorized as a Star product line of Nishat as the market for women fabric and apparel is huge, ever growing and presents quite a lot of potential. It has a high market share due to its exclusivity and quality that distinguishes it from its competition. As a consequence, it requ ires heavy investment to support its image as a brand with an attitude.Cash CowsNishats bed kitchen linen and accessories can be categorized as the hard cash cows with which it earns a effectual and steady cash flow throughout the year. The market demand for bed and kitchen linen, though not dynamic, has always been there with a sustained and bound potential for emergence. Nishat, with its unique and discerning image, has managed to capture a significant share of this slow-growing market, relative to its competitors like Ideas by Gul Ahmed, Identity by Al-Karam and ofcourse, ChenOne. Its bed linen is not only in high demand locally but is also one of its major imports.Question MarkNaqsh, the clothing line of Nishat for men, can be categorized as its Problem Child or Question Mark. Its a unit that hasnt shown much potential and as a result hasnt managed to gain as much market share or generate as much cash as was expected and undeniable of it. The market for eastern wear for me n has seen a rapid crop since the past few years and presents so much of unexplored potential. With every designer coming up with an exclusive clothing line for men, Naqsh faces wicked competition from not only Gul Ahmed and Al-Karam but other market leaders such as Amir Adnan, Junaid Jamshed and Rizwan Beyg etc. To survive in such a fiercely competitive and fast-growing market, Naqsh requires heavy investments to hold its prove but hasnt managed to succeed in gaining enough market shares as yet. drop behindFinally, fashion accessories of Nishat can be termed as Dog unit with a low market share in a moderately growing industry of accessories. The demand for fashion accessories like hand bags, clutches etc, though has always been there, but it does not have that much of a growth potential. With much of the investment being done in the other three units, Nishat hasnt paid heed to this particular market offering. Known by the muckle as a brand for clothing and bed linen, only a nic he segment of the market is aware of Nishats accessories even when ingenuity and style is maintained here as well. Hence, this unit generates just enough cash to maintain its market share.Objective IssuesFirst year ObjectiveWe have planned to increase the sales volume up to 150 pct of current sales by expanding the market share along with superior customer value.Second year ObjectiveWe aim to launch the western wears of finest quality and exclusive class and achieve a distinguishable position in western wear as well.IssuesDue to the saturation of market with huge competitors like Al-Karam, Gul-Ahmed and ideas it is quite difficult to capture a large share of market by providing superior value comparable with our competitors. Their distribution networks and large number of outlets could be a hurdle in making our product their first priority. Political issues are also matter of concern as there might be a political lick in establishing our brand in Karachi. Religious issues are als o one of the hurdles in advertising via billboards. Financial situation of customers may also be a matter of concern as our all products are exclusive and have high prices.Marketing StrategyNishats market outline is based on market expansion and product development. Currently their target segment is exclusive and formal wear for formal now they target professional females including stylish and convenient outfits having a variety of designs but superior quality. Bed linen also needs to be emphasized more regarding variations in styles and designs. Nishat also plans to target entrepreneurs and business owners who wish to design their offices with their products in an exclusive manner by not only providing them their elite products but also special services would also be provided by their lesson who would suggest them regarding interior decoration. Gents wear would also be focused involving a wide range of formal and informal shalwar suits under the inspection of a top class designe r Hassan Shaharyar.PositioningNishat aims to position its product as an exclusive and classical brand for both upper and middle class customers. Additionally they provide customer support services specifically to women to help them design their clothing by Nishats experienced designers. That is their differentiating point from their competitors.Product StrategyNishat will launch exclusive designs of wear created by a variety of new designers. This innovation would be affective as future designers work with more energy and creativity that would boost their sales. Free samples are delivered to customers to show how best our products are. Free sample is a useful technique in winning the loyalty of customers. This strategy is widely used to purify the market.Pricing StrategyBefore setting prices of products, various elements are unplowed into mind.Customer is of utmost vastness. If customer is old, his track record is good and enjoys a favorable repute so profit margin may be reduce d. Prices area determined on cost basis by adding certain pctage of profit. This is highly sensitive area.Current pricing for their products areUnstitched fabric is 2100-3100 it would be revised with more variety having range 1500-3500Stitched fabric is 1500-5000 it would be revised with economic and unique aspect having range 1200-10000Bed linen is 1200-3000 it would be revised from regular and exclusive range of bed linen from 1000-5000Bridal wear will be launched having introductory prices 20000-40000 dispersal StrategyNishat has their own outlets in Punjab and Sindh, and the product will be delivered only to registered outlets. As the manager of one outlet has enlightened the point wherefore dont sell their product other then Nishat outlet as their competitor is doing that he replied we never want to enter in a market because as soon as we entered in it then our fake product will take birth as it happened with other competitors. Our exclusive designs and products would legato be sold at our authorized outlets .Furthermore to facilitate the customers, online shopping installation and door step delivery of order will also be started by the introduction of BUY ONLINE option on our website for that purpose we have acquired services of T.C.S for order delivery.Marketing Research StrategyFollowing are some research and development techniquesThrough InternetNishat has recognized the importance of information technology in business field and very ardent to capitalize this opportunity. It has launched its website which tells buyers about Nishat products and also takes their valuable feedback and suggestions.APTAMA buyers dictionaryAll Pakistan textile mills association publishes a directory, which includes prospective buyers. This dictionary is published regularly. Marketing department carefully analyses it and find buyers for its quality products.Action ProgramsWe have selected action plans as per different seasons and occasionsFebruary (on pass collection)In this month the number of walk-in customer is high for winter clothing demand. Some visit for the bed linen, cushions, baby cots .Whereas main emphasis would be on winter collection.JulyMost of the buyers are people going back from vacations they prefer to buy local stuff rather than spending more for the same stuff offered by international brands.Reason A complete bed sheet set including stay covers at Nishat is priced at Rs. 3000 whereas any international brand would charge $140 for the same bed sheet and that too excluding pillow covers.August (on spend collection)In this collection mostly in Karachi customer influx increases with day in and day out and these days in general women actively do shopping emphasizing on formal outfits for weddings and girls with their summer collections.Eid (on kitchen accessories)We also produce the products on the special occasions especially on Eid season involving an increased requirement for kitchen accessories.In such occasions demand for Tra ditional outfit having eastern look is also increased in both male and femaleBudgetsWe have allocated budget for our products as per their market value and demand. Following is the distribution of expenditure for our product mix considering the market standing and market growth in order to improve our current situation.Nisha 50 percentBed linen 15 percentNaqsh..27 percentFashion accessories. 8 percentControlsThere are at least(prenominal) three basic requirements for Nishat to maintain its status as a successful brandIt must(prenominal) provide a product (good or service) that suits best to its capabilities and for which there is a sufficient market.It must provide the product with consistent quality at a level that appeals to intended customers and satisfy their needs.It must provide a product at a cost that always a satisfactory profit and a rational sale price. cabbage will be chastenled by following necessary measuresQuality controlDesign controlCustomer Data ControlProduct appointment and TraceabilityCorrective and Preventing MeasuresInternal Audit