After completion of your MBA, you have joined Home Textile Startup having secured financials and strong investors and planned to launch a new Product in 7 months under the brand name “LIBAS”.
Marketing Team’s plan is to make “Libas” a leading fashion retailer offering fascinating clothing range initially and USP is to pioneer new traditions in fashion with an innovative approach inspired by global combination; a modern and fashion-focused context. This philosophy is to establish Brand Equity within all Libas’ designs.

The Product Line for the Launch:
Variety of fashion lines including:

1. Prêt wear (Ready to wear),
2. Unstitched fabric (UNISEX)
3. Polo shirts
4. Formal and semi-formal wear (UNISEX)
5. The diverse range of casual and formal wear (for women).

Extended Product Line Plan for Maturity Stage:
New trends including high-class Gents Prêt wear, Chantilly Chiffon, Chairman Latha (for men), Digital-print Kurtis, Accessories (shoes and handbags), Home Items (bedding, cushions and bath items) and fragrances, skin, all variety of formal / party wear shoes for men and women and hair care solutions for women and children are planned as extended categories in Product lines later.


Business Philosophy – Value Addition and Convenience
Libas doesn’t just aim at setting trends, but believe in mastering them.
Designs are fashionably contemporary yet timeless because of their strong line. Aim is to make and rank Libas as one of the leading clothing brands in Pakistan with already having intense competition in the market with some prominence brands like Ethnic, Khaadi, J., Satrangi Sana Safinaz etc.
Libas should 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. This will likely to contribute greatly to it becoming the largest lifestyle and fashion store in Pakistan.

In addition, focus will also be on end consumer’s ease thus placement of retail outlets will include 5 outlets in Khi and Lhr and 2 outlets in Islamabad with traditional channels for any outlet.

Segmentation
this to be done in three forms:
1. considering the premium essence of the product, major Fashion Houses and prominent stylist of Pakistan could be one segment as they need Pre Wear with modernized styles to set the trend for their own boutiques and ramp shows considering the premium essence of the product.
(Low Volume, High CM/Profitability, Medium Risk)

2. Daraz.pk to showcase your product as well to take advantage of Long Tail Marketing
(High Volume, Low CM/Profitability, Low Risk)

3. Urban Mass Market as per below modus operandi (Country’s Population is 224m)
- Segmented Male Population: 10% of total population (Criteria: having purchasing power, falls in age bracket from 18 to 55 Years, magnificent premium class to look distinct)        

- Segmented Female Population: 20% of total population (Criteria: having purchasing power, falls in age bracket from 16 to 65 Years, magnificent premium class to look distinct)
- Segmented Children Population: 5% of total population (Criteria: having family purchasing power, fall in age bracket from 8 to 15 Years, magnificent premium class to look distinct)
(Extremely High Volume, Extremely High CM/Profitability, Extremely High Risk)

1. What are the bases of segmentations on which market has been divided in 3 slices? Elaborate the bases to defend your answer.
   From the segmentation criteria, select two Target Markets to be tapped,
   your selection falls under which forms of Target Markets? Brief justification needed!
2. Prepare Product Mix for Libas by extracting all available Product Line Information in the case.

3. Prepare your positioning strategy using POPs and PODs as discussed in class (tabular form).
   What will be your differentiation strategy while communicating PODs? Briefly elaborate.
4. Design any Brand Element for Libas and formulate a “Punch Line / Marketing Mission Statement” to position your brand to the targeted audience.
5. Prepare Brand Equity for Libas using either Brand Dynamic Pyramid Model or Brand Asset Valuator. (Competitive Brands : Khaadi, Ideas, Sana Safinaz)
6. What Marketing Channels involved to assure convenience of end consumers for this business? Refer to Marketing Channels and respond accordingly.
   Also, is this Push Marketing Strategy or Pull Marketing Strategy? Justify your answer.

Answer rating: 100% (QA)

The bases of segmentation used to divide the market into three slices in this scenario are 1 The premium essence of the product which targets major fashion houses and prominent stylists who need moder... View the full answer