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Course Assignment

Brand Management

Brand Name:

Gul-Ahmed

Submitted By:

Kashif Faraz

1339109

Submitted to:

Samin Ahmad

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Gu!Ahmed

Current Status In Market

Gu!Ahmed has be"ome a househod name in #a$istan% Gu!Ahmed as a brand re&resents

to& 'uaity (ith atest designs and styes ha)e steadiy and su""essfuy buit it brand )aue year

by year% Gu!Ahmed has gained a strong &osition for its brand in the #a$istani mar$et*

s&e"ifi"ay among the (omen% +n &ast fe( years Gu!Ahmed has gained "onsumer trust* aong

(ith that it has aso gained strong brand e'uity and res&e"t among the "onsumers and in the

mar$et% +n order to sustain and in"rease its brand )aue Gu!Ahmed "ontinuousy in)ests in its

brand through "assy stores* inno)ati)e ne( "oe"tion and a gro(ing &resen"e in the mar$et%

Currenty* Gu!Ahmed is the most su""essfu a&&are brand in #a$istan% ,he brand

management team of Gu!Ahmed (or$s day in and day out to maintain and im&ro)e the brand

e'uity of Gu!Ahmed% As a resut of this it has no( be"ome a status symbo% ,he brand itsef has

"reated su"h a high )aue that &eo&e are ready to &ay &remium &ri"e for the &rodu"t% Gu!

Ahmed as a brand has e-"eed and has been su""essfu in fufiing the desires of the "onsumers%

,he ma.or reason behind the su""ess of Gu!Ahmed as a brand is the mar$et insight and

"ose "onta"t (ith the "ustomers that the mar$eting de&artment of Gu!Ahmed maintains in order

to get "ustomer insight% Kee&ing the "ustomers &er"ei)ed 'uaity in mind Gu!Ahmed $ee&s on

ado&ting the "hange as &er the "hanging &referen"e of the &eo&e and the en)ironment% /)ery

season Gu!Ahmed "omes u& (ith atest fas"inating design to address the &er"ei)ed 'uaity that

the "onsumers a""e&t from the brand% tiization of brand &ersonaity and usage imagery in ea"h

ad)ertise of Gu!Ahmed sho(s the fee that the "onsumers (oud i$e to ha)e (hen the &ur"hase

the brand for their &ersona use% tiization of brand &ersonaity* usage imagery* and $ee&ing u&

(ith u& to date fashion trends $ee&s Gu Ahmed ree)ant to the mar$et and "ontinuousy add

)aue to the brand e'uity%

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Gu!Ahmed has a(ays resisted from gi)ing "onfi"ting messages through its ad)ertises%

/)en (hen Gu!Ahmed (as aun"hing it "hain of retai stores +/AS in #a$istan they ensured

that they are highy ree)ant to image of their brand and their brand &ersonaity% Gu!Ahmed as a

brand beie)es in "onsisten"y and in "ase "ertain "hanges are re'uired to be made Gu!Ahmed

and its brand management team ensures that the ne( "hanges remain ree)ant (ith its brand

image% As a resut of this Gu!Ahmed has been su""essfu in e-tending its brand &ortfoio* they

ha)e remained "onsistent in the domain of "ontinuity (hi"h has ed to(ards the su""ess of Gu!

Ahmed as a brand% +/AS (as a garing e-am&e of "ontinuity and "hange* Gu!Ahmed has

&ositioned itsef as the best fabri" seer in #a$istan* and Gu!Ahmed has "onsistenty managed it

strong brand &osition in the mar$et for amost a de"ade%Gu!Ahmed as a brand has su""essfuy attained the eadershi& in the domesti" mar$et

through its brand e'uity* &remium 'uaity &rodu"ts* and unsha$abe "ustomer oyaty (ith

e-&anding net(or$ retai saes (ith a highy effi"ient distribution system% +n &ast fe( years Gu!

Ahmed has estabished itsef as the most su""essfu a&&are* and home fashion brand in #a$istan*

as it has emerged as a "om&ete soution for both home and fashion%

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Brand Positioning Elements

2oot Strength

,he root strength of Gu!Ahmed is embedded in its )aues% +n order to a"hie)e its mission

Gu!Ahmed o&erates on the foo(ing set of "ore )aues

+ntegrity

#assion

Creati)ity

,eam(or$

,hese are the "ore )aues that ser)e as the root strength of Gu!Ahmed% Gu!Ahmed as a

brand a(ays had strong mora &rin"i&es* and it has a(ays (or$ed hard to dei)er 'uaity

&rodu"t to the "onsumers% Gu!Ahmeds human resour"es are highy &assionate and "reati)e

&eo&e and they (or$ e-tremey hard to sustain the brand image of Gu!Ahmed in the mar$et% At

Gu!Ahmed a the em&oyees from different de&artments (or$ as a team in order to ensure that

there are no stones eft unturned in dei)ering a high 'uaity &rodu"t to the "onsumer%

Com&etiti)e /n)ironment

,he a&&are mar$et of #a$istan has be"ome highy "om&etiti)e (ith )arious brands i$e

Khaadi* Nishat 4inen* and A!Karam gi)ing strong "om&etition to Gu!Ahmed% Among a these

"om&etitors the ma.or "om&etitor of Gu!Ahmed is A!Karam that has &ro)ed to be a ma.or

threat for Gu!Ahmed% 5o(e)er* des&ite of this threat Gu!Ahmed through its effi"ient brand

management strategy and &ositioning has remained to the number one a&&are brand of #a$istan%

+n order to maintain its eadershi& in mar$et Gu!Ahmed has to "onsistenty ma$e "hanges in

order to "o&e u& (ith the "hanging "onsumers &referen"es%

,arget 6ar$et,he target mar$et of Gu!Ahmed is mosty youngsters bet(een the age ranges of 17!8%

,hese are the &eo&e (ith a $een sense of fashion* and (iingness to s&end a good amount of

money to $ee& them u& to date (ith the atest fashions trends% Aong* (ith that Gu!Ahmed

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through its e-tra)agant ine of "othing aso targets the "onsumers from the age range of 30!0*

(ith so&histi"ated and trendy "othing ine% Aong* (ith them Gu!Ahmed has re"enty entered in

to the $ids "othing "ategory aso in (hi"h it is mosty targeting the "hidren bet(een the age

ranges of !13% So* Gu!Ahmed has a big target mar$et* (ith its (ide range of &rodu"ts Gu!

Ahmed is oo$ing to be"ome mar$et eader in amost a "ategories%

+nsight

+n order to gain "onsumer insights Gu!Ahmed "ondu"ts "onsumer beha)ior "ourses% +n

(hi"h a grou& of mar$eting re"ruits are di)ided into teams and are assigned the tas$s of

generating "onsumer insights regarding the brands% ,he mar$eting team generates "onsumer

insights through studying the "onsumers moti)ation* &ersonaity buying beha)iors* and attitudes

(ithin the industry% ;n"e* the "onsumer insight is gathered the ne-t ste& is the &redi"tion of the

"hanging "onsumer trends

Benefits

,he 'uaity of fabri" remains to be the biggest strength of Gu!Ahmed% ,he designers*

mar$eters* and brand managers ha)e ensured that the fun"tiona and emotiona benefits fit

together% Gu!Ahmed a(n gi)es the "onsumer a soothing feeing* the a(n is smooth to tou"h*

and breathabe% Aong* (ith that the du&attas ha)e an airy and (eightess 'uaity to them% A of

these fa"tors gi)e a )ery soothing and rea-ing feeing to the "onsumer (hi"h is one of the ma.or

fa"ets of the brand%

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2eason to beie)e

A ma.or fa"et (hi"h se&arates Gu!Ahmed from rest of the fashion a&&are brands in

#a$istan is its "onsideration of 'uaity as the $ey differentiation &oint% Aong* (ith that Gu!

Ahmed has a "om&rehensi)e and effe"ti)e 'uaity "ontro = assuran"e system to ensure

&ro"ess o&t imization for obtain ing the ou t&ut effe" ti)ey and eff i" ient y% At Gu!

Ahmed the &ro"ess of &re!treatment to finishing* is aimed to(ards adding )aue and

"reating a &rodu"t (hi"h is taiored for meeting the re'uirements of the "onsumers%

is"riminator

,he fa"tors that ser)es as a dis"riminator for Gu!Ahmed is the inno)ation

and )ariety in its "othing ine% Sin"e* Gu!Ahmed targets the mass mar$et* ma.ority

of the &rints that are designed by Gu!Ahmed resut in the ma-imization of their

brands "ommer" ia a&&ea% ,he "o th ing "o e"tion of the Gu !Ahmed "onsists of a

mi- of e)eryth ing fro m embroidered shirts to hints of Chantiy a"e* "otton si$ and "hiffon

du&attas% ,he "oe"tion at Gu!Ahmed is 'uite di)erse as "om&ared to the other brands% Gu!

Ahmed has aso added a s&ar$ of inno)ation in the design and &rints of its "othes (hi"h has aso

been one of the ma.or sour"e of dis"rimination bet(een Gu!Ahmed and other brands i$e A!

Karam%

/ssen"e

Gu!Ahmed is the symbo of gamour* inimitabe traditiona essen"e* and gra"e% Gu!

Ahmed a(ays offers its "ustomer most traditiona* trendy* and "harming dresses (ith a high

'uaity of &rinting embroidery% ,he oya and &re"ious "ustomers of Gu!Ahmed o)e the brand

be"ause of its "oours* the fabri" used* and the shades of di)ersity% Gu!Ahmed has a(ays

ensured that it &ro)ides its "onsumers (ith the atest fashion trends in order to fufi their

desires%