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Contents
Views of Kotler: ............................................................................................................................................. 2 Bareezes Mission Statement: ...................................................................................................................... 3 Corporate Profile: ......................................................................................................................................... 3 History: .......................................................................................................................................................... 3 Bareeze: ....................................................................................................................................................... 4 Each Design - A Masterpiece: ................................................................................................................... 5 Excellence - A Bareeze Hallmark .............................................................................................................. 5 Bareeze Brands: ............................................................................................................................................ 5 Branding: ................................................................................................................................................... 5 Brands: ...................................................................................................................................................... 6 Logos: ........................................................................................................................................................ 6 Designs ...................................................................................................................................................... 6 Products: ................................................................................................................................................... 7 Warranties: ............................................................................................................................................... 7 Quality standards: ..................................................................................................................................... 7 Returns: ..................................................................................................................................................... 8 Fabric:........................................................................................................................................................ 8 Price .............................................................................................................................................................. 9 Pricing goals: ............................................................................................................................................. 9 Pricing strategy: ........................................................................................................................................ 9 Pricing strategy of Bareez: ...................................................................................................................... 9 Pricing Method........................................................................................................................................ 10 Prices of Products ................................................................................................................................... 10 Promotion: .................................................................................................................................................. 11 Advertisement ........................................................................................................................................ 11 Billboards: ............................................................................................................................................... 12 Brochures: ............................................................................................................................................... 12 Magazines: .............................................................................................................................................. 12 Posters: ................................................................................................................................................... 13

2 Seasonal Forecasting................................................................................................................................... 13 Seasonal sales: ........................................................................................................................................ 13 Direct Marketing: ........................................................................................................................................ 13 Market Segmentation of Bareez ............................................................................................................... 14 Target Marketing: ................................................................................................................................... 14 Target Market Strategies for Bareez: .................................................................................................... 14 Market positioning of the Bareez: ........................................................................................................ 15 Value proposition of Bareez.................................................................................................................. 15 Consumer Behavior:................................................................................................................................ 15 Business in International Community: .................................................................................................... 16 Place: ........................................................................................................................................................... 16 SWOT Analysis: ........................................................................................................................................... 17 Internal Environment Analysis: ............................................................................................................... 17 Strengths: ................................................................................................................................................ 17 Weaknesses: ........................................................................................................................................... 18 Opportunities: ......................................................................................................................................... 18 Threats: ................................................................................................................................................... 18

Views of Kotler:
The best way to get and keep the customers is to constantly figure out how to give them more for less

Bareezes Mission Statement:

Bareeze` is committed to provide its customers with designer embroidered fabrics

Corporate Profile:
The Bareeze` range includes crisp cottons, luxurious silks, sheer organza, chic chiffons and more. Textile embroidery is an art rooted in tradition. Handdone embroidery from the sub-continent was always considered a quintessence of quality, reflecting an exclusive fashion option. Bareeze` is proud to be the modern day harbinger of this age-old tradition. We have translated the legendary beauty and perfection of traditional sub-continent hand embroidery into exclusive Bareeze` fashion fabrics. Taking as much pride in our products as the traditional artisan, we ensure that Bareeze` fabrics are superbly fashioned, exquisitely detailed and carefully finished, so that each design is a masterpiece.

History:
Sefam was established in 1985 with the launch of its first brand 'Bareez'. Bareez's singular mission, and at time Sefam's was to create beautiful, desirable fabrics equal to the best in the world, yet made in Pakistan. Prior to Bareez's entry into the market, amazingly, the concept of a locally made quality fashion product did not exist. All the best markets only sold and foreign fabric and foreign goods. Opening the first store in shadman market, Lahore in 1985, Bareez sought to change this perception. The first collection sold out in a matter of days and very soon the store had garnered the image of being a store which sells quality imported fabric claiming it to be local.

Soon after, another Bareez store was opened and then another and another. Currently, Bareez sells from and operates 57 stores nationwide and another 10 globally. Bareez has the distinction of being the first Pakistani chain store as well as the first Pakistani brand to go abroad (Dubai in 1995). Sefam has since broadened its vision from quality, desirable fabrics to quality desirable clothing for all categories of consumer.

Bareeze:
Bareeze a history of over 30 years of commitment to the utmost quality products and were recognized in the market for our continuous maintained level of it. The Bareeze range includes crisp cottons, luxurious silks, sheer organza, chic chiffons and many more. Textile embroidery is an art that weve mastered whilst keeping the local tradition alive in each of our designs. Hand embroidery has been the epitome of quality and fashion of the sub-continent region in the history books. Bareeze is proud to be the perfectionist in carrying on the sub-continent tradition of hand embroidery into their exclusive Bareeze fashion fabrics. Bareeze takes pride and prestige in its fabrics as each piece is designed with keeping the latest trends and fashion in mind, giving it exquisite detail and finishing the product with the utmost detail so that each design is a masterpiece. With over three decades of commitment to quality, Bareeze is today, a recognized brand for quality products in the domestic and international markets. It is owned by Sefam (Pvt.) Ltd., a sister concern of Sarena Industries and Ali Embroidery Mills (Pvt) Ltd. The Bareeze range includes crisp cottons, luxurious silks, sheer organza, chic chiffons and an ever-developing range of innovative products. Textile embroidery is an art-rooted tradition. Hand-done embroidery from the subcontinent was always considered a quintessence of quality, reflecting an exclusive

fashion option. Bareeze is proud to be the modern day perfection of transforming traditional sub-continent hand embroidery into exclusive Bareeze fashion fabrics.

Each Design - A Masterpiece:

Taking as much pride in our products as the traditional artisan, we ensure that Bareeze fabrics are superbly fashioned, exquisitely detailed and carefully finished, so that each design is a masterpiece.

Excellence - A Bareeze Hallmark

The use of only the best materials and unflinching resolve not to compromise on quality, coupled with the use of the best Swiss textile machinery enables us to produce embroidered fabrics which compare favorably with the best in the world. We have more than 50 outlets nationwide, and already well established setups in Dubai, Sharjah, Abu Dhabi, Delhi and London.

Bareeze Brands:
Bareezes resolve to excellence and decades of experience with success has enabled it to extend its product range and provide its clientele with a varied and extremely creative collection of Ready-to-Wear, Pret and Home Textile collections covering all age groups. Bareeze is a trendsetter in the mainstream fashion industry

Branding:

Bareeze constantly strives towards originality and strength in their design and conceptual processes, while maintaining basic design principles. Their clarity and simplicity culminates in communications that are clear, sensible and congruent with are corporate marketing objectives.

Brands:
A name term, sign or symbol, or design or a combination of them, intended to identify the goods or services of one seller and to differentiate them from those of competitors. Bareeze brands include:

Bareeze Chinyere Home Expressions Minnie Minors Kayseria Leisure club

With diversified tastes and provide multitudes of variations in style and color.

Logos:
Bareeze has created powerful brands on corporate identity packages. Their identity is scalable, expandable and reflects their companys attitudes and goals creating a brand personality that will engage consumers and get them excited about Bareez products

Designs

Design is developed for every specific fabric. Fabric comes in raw from which is later on designed by the designers. Bareeze fields of services are: Embroidery on all types of fabrics including chiffon, organza, velvet, cotton, silk, net, denim, jersey, interlocks Dyeing of pure cottons, blend of cotton.

Products:
Anything that can be offered to market to satisfy a want or need. Bareeze products include: Variety Designs Brands Warranties Brand name Sizes Quality Features Packaging Returns Services

Warranties:
They do offer warranty of 45 days but with the receipts of original bill.

Quality standards:

Bareeze group has more than 30 years of experience in the textile manufacturing and retail business. This has equipped them with the expertise and understandings of the parameters critical in accomplishing excellence in standards. They have completed their ISO 9003 certification and rate fully geared to provide products and services that meet their customers high and competitive quality expectations.

Returns:
Bareeze facilitates only replacements, not the returns. Replacements must be within the same brands, within 45 days. It should not contain any damage or stain.

Fabric:
With the dress for every occasion their apparels fashioned in original: 1. 2. 3. 4. 5. 6. 7. 8. 9. Cotton Organza Chiffon Silk Lace Net jamanwar Swiss lawn Cotton karandi Polyester

The Bareez women adorn sophistication and style when she slips into a Bareez garment. The exquisite blend of colors and classic motifs, handcrafted with exotic beads, sequins, dabka, naqshi and silk replicate our traditional heritage. Bareeze creates an exclusive wardrobe for trendsetters who appreciate excellence.

Price
It is the value of product in monetary terms. Price is the only component that generates revenue, while other components generate costs. For modern shopper the price is not only the expression of money outflow, buy also represents a certain value, benefit perceives by certain product or service.

Pricing goals:
Sales Profit Competition Prestige Status quo

Pricing strategy:
Price planning that takes into view factors such as firms overall marketing objectives consumer demand, product attributes, competitors pricing, and market and economic trends

Pricing strategy of Bareez:

With over three decades of commitment to quality, Bareez is today recognized brand for quality products. Bareeze is proud to be the modern day perfection of traditional subcontinent hand embroidery on exclusive Bareez fashion fabrics. Bareeze use value based pricing for its products. The use of only the best materials and unflinching resolve not to compromise on quality couples with the use of best Swiss textile machinery enables them to produce embroider fabrics which compare favorably with the best in world.

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As in the era of hyper competition Bareez still enjoys huge market share. Whatever the prices are, it always gain the loyalty of its valuable customers and customers are addicted to quality products of Bareez and this is what the organization is trying for. As Bareez combines the art and science of fabric processing in a unique manner, each design is a piece of art created with extreme care for luxury ,comfort, elegance and beauty, which entices and caresses the mind, body and soul of customer. Also wearing clothes made by Bareez Is like a status symbol in our society these days so the customers do not pay much attention to prices as they are getting high quality products in return.

Pricing Method
Bareeze is a multinational which is constantly progressing with the adoption of effective pricing strategies. Adapting effective Pricing Strategy with its proper implementation boast the sales and profitability and organization is able to gain huge market share.

Prices of Products
Sophisticated embroidery classics: Variety 1. 2. 3. 4. 5. 6. 7. 8. Cotton Silks Organza Chiffon Brochia Net(3 pieces) Grip chiffon Cotton karandi( 3 pieces) Prices Rs 2000-5000 Rs 5000-7500 Rs 4000-6000 Rs 7600 Rs 5000-8000 Rs 14000 Rs 8400 Rs 7500

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Promotion:
The process of promotion includes the steps taken by the company to enhance its sales by focusing the target market Includes: 1. 2. 3. 4. 5. 6. Advertisement Sales force Sales promotion Personal relations Direct marketing Online marketing

Advertisement
Any paid form of known personal presentation or promotion of ideas, goods and services by an identified sponsor. 1. 2. 3. 4. 5. 6. Print and broadcast ads Brochures and booklets Posters and leaflets Billboards Audio visual material Symbols and logos

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7. 8.

Display signs Reprints of ads

Bareeze uses the following advertisement media:

Billboards:
Billboards serve an important source of promotion. As Bareez targets a highly segmented market audience, billboards are placed only in these areas where most of upper and middle or elite class lives.

Brochures:
Brochures communicate advertisement, designed to deliver maximum impact. Bareeze has created promotional campaigns and ad-positioning concepts geared towards brand value, brand retention and maximum customer brand interaction.

Magazines:
Promotion is done through magazines as they prove to be the most specialized source of mass media. Bareeze promotes its collection through various magazines such as: 1. 2. 3. 4. Me and my wedding She Visage Libas

Bareeze now publishes its own magazines comprising of all its brands and collection.

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Posters:
Posters regarding Bareez, Kayseria, Minnie Minors, Leisure club, Chinyere and home expressions are used within their outlets as a source of promotion.

Seasonal Forecasting
Seasonal sales:
Bareeze launches seasonal collections and off-season sales. It helps bring in a huge amount of revenue as sales are increased rapidly and it is a technique to earn quick revenue.

Direct Marketing:

These are the direct channels to reach and deliver the goods and services to customers without using the middleman. The forms of direct marketing used by Bareez are as follows: 1. 2. 3. 4. Direct mails Catalogs Telemarketing Mobile Phone marketing

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Market Segmentation of Bareez

Bareez is focusing on various areas of Pakistan and international markets for providing specialized clothing,. The Bareez range includes crisp cottons, luxurious silks, sher organza, chic chiffons and an ever developing range of innovative products. Textile embroidery is an art-rooted tradition. Hand done embroidery from the sub-continent was always considered a quintessence of quality, reflecting an exclusive collection option. Bareeze is proud to be the modern day perfection of transforming traditional sub-continent hand embroidery into exclusive Bareez fashion fabrics. Benefits that Bareez enjoy through market segmentation Bareeze can create more effective products Price appropriately for target segments Bareeze can more easily select the best distribution and communication channels It will also have a clearer picture of its competitors.

Target Marketing:
A specific market segment for which the sellers design a particular marketing mix is target marketing.

Target Market Strategies for Bareez:

Bareeze is focusing on single segment marketing strategies. With this strategy, Bareez gains a strong knowledge of the segment needs and achieves a strong market presence. Their resolve to excellence and decades of experience with success has enabled them to extend their product range and provide their

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clientele with a varied and extremely creative collection of ready-to-wear ret and home textile collections covering all age groups.

Market positioning of the Bareez:

Bareeze provides the best quality work so to position their image in the minds of the people as well as in the field of fashion n designer clothing. Giving an image that leaves long term impression on the consumer is a bias of their enthusiasm and creating awareness in the right segment with right tool is the crux of their expertise.

Value proposition of Bareez

Bareeze clothing is all about class and sophistication. When the customers talk about Bareez the following image prevails in the minds of consumers High quality products Durability Rich colors Reliability Style Class Sophistication

Consumer Behavior:
Consumers are important to every business. They are the customers who buy the product that a business makes. If there are no customers, the business will face heavy loss. To find what the customer wants and needs a company have a market research. From this, the company is able to know the wants, needs and demand of the customers. Consumers of Bareeze have a good behavior towards it. They love the materials designs colors made by Bareeze. Wearing clothes made

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by Bareeze is like a status symbol in our society these days. Customers are very happy with what they are producing.

Business in International Community:

Now Bareeze has gone international. They have two outlets in Dubai, one in Sharjah, one in Abu Dhabi, one in London and one in Delhi. When they opened there outlet in Dubai, It was the first Pakistani brand over there. Bareeze is also selling its products in U.S.A through their website. A person can place an order and it will be delivered to you through shipment.

Place:
Place indicates company activities that make the product available to target consumers. Place includes: 1. 2. 3. 4. 5. 6. 7. 8. Channels Marketing system Distribution Strategies Logistics Inventory Distribution Centre Transportation Coverage

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9.

Locations

SWOT Analysis:
Bareeze has developed a very powerful image because it maintains the greatest customer value.

Internal Environment Analysis:

Strengths include internal capabilities, resources and positive situational actors that help the company to serve its customers and achieve its objectives. Weakness includes internal limitations and negative situational factors that may interfere with companys performance.

Strengths:
The major strengths of the company are: Popularity. Good will. Good reputation among its customers. In addition, the high financial position of the company is important part of its strength. Image of Bareez is well established due to its high quality product. Although Bareez has small market share but it attracts the upper class or elite class Bareeze products are of good quality and are durable and reliable Bareeze products quality is high and is according to international standards. Its different areas show effective distribution system. It is an organization with 2000 employees and specialized departments.

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Weaknesses:
The only weakness of the company is that it doesnt have enough production capacity to meet the demands of its customers. Therefore, they have depended on another vendor with whom they have some conflicts on and off. Another weakness we came to know through secret channels was that the companys Management information system is still not complete. It is giving the company few problems but they are trying their level best to complete it in near future.

Opportunities:
The company has many opportunities right now in Pakistan. This business has so much potential and it is yet to explore. They can expand their business in so many different directions, according to the CEO of Bareeze (Pvt.) ltd. The customers in the target market are increasing for Bareez and they are turning more quality conscious.

Threats:
The marketing strategies of competitors are of great threat to Bareez. In addition to this china market is the alligator as far as threats are concerned.