Maria B

INTRODUCTION:
COMPANY PROFILE:
MARIA.B. is Pakistans leading designer brand with a vast retail network providing multiple
ranges of affordable designer fashion for women. The eponymous brand was launched 14 years
ago with a vision to revolutionize and make accessible, womens retail in the country following
Marias graduation from the prestigious Pakistan Institute of Fashion Design (PIFD) where she
was the schools first Valedictorian in 1998. Indeed since its inception, the MARIA.B. Brand
continues to encapsulate designer sensibilities within an affordable label.
Having first started with one small stitching unit in Lahore, today, MARIA.B is Pakistans most
diverse designer fashion brand with prt a porter, couture, formal wear, lawn, embroidered
fabrics and cottons all within one affordable label. MARIA. B. also has one of Pakistans most
extensive retail networks with 25 standalone outlets in 12 different cities across the country,
while also exporting to 6 international destinations including India, UK, USA, Bangladesh, UAE
and Qatar.
With quality, design, innovation and affordability as the key brand ethos, the labels nine brands
include: MARIA.B. Cotton, Mgirl, MARIA.B. Evening Wear, MARIA.B. Lawn, MARIA.B.
Linen, MARIA.B. Pashmina (Indian Collection), MKids, MARIA.B. Brides and Embroidered
Fabrics. The brands vast repertoire of fashion also includes a range of accessories such as totes,
clutches, earrings, rings, bangles, bracelets and necklaces.
COMPANY VISION AND GOALS:

The vision and goal of MARIA.B has always been to produce high quality garments in line with
international standards under the supervision of trained fashion management.
BRAND PERSONALITY:
Maria Butt, CEO MARIA.B was founder of MARIA.B brand owner graduated from PIFD done
fashion designing and started h her new brand,
Brand was launched 14 years ago with a vision to revolutionize and make accessible, womens
retail in the country. Having first started with one small stitching unit in Lahore, today, they are
fortunate to be Pakistans most diverse designer fashion brand with prt a porter, couture, formal
wear, lawn, embroidered fabrics and cottons all within one affordable label. Their mission has
always been to provide multiple ranges of affordable designer fashion for women and in this
same vein, based on the feedback of our the product,
4PS OF MARIA B:
PRODUCTS:
MARIA.B. Cotton:
MARIA.B. Cotton Collection is our line for everyday wardrobe essentials where we utilize
indigenous khaddar, cottons and linens, to provide you with affordable, yet trendy design for
everyday wear. The collection is affordable, wearable and signature MARIA.B. style, and it is no
wonder that it has an immense following amongst the women in Pakistan.
MARIA.B. Evening Wear:
The Evening Wear collection at MARIA.B. Is a staple for women to light up their evenings. The
collection always has some traditional pieces with signature style, as well as the modern,
statement pieces. Using the premium textures afforded by chiffons, silks, and georgettes, with
exquisitely embellished motifs, this collection contains essentials to add pizzazz to your
evenings. The evening wear collections are trendy, feminine, inspired, affordable and wearable.
It is no wonder that this line is one of the best sellers at MARIA.B.
MARIA.B. Lawn:
With this new addition, we are all set to take the MARIA.B. Lawn brand to new heights
While the last few years have seen lawn brands, and designer lawns come and go, we have
stayed focused on what our customers love: trendy designs and quality fabrics. This has ensured
that we havent meandered along the one-hit wonder path.
MARIA.B. Bridal:
MARIA.B. Bridal, the brides are the star of the show. Our entire experience is geared to make
her day the most special day in her life. MARIA.B Brides is our haute couture (or made to
measure) line. The signature gowns and dresses at the studio are specifically tailored to meet the
needs of all brides.
Maria B. Embroidered Fabric Collection:
This Spring, delve into the luxury of Embroidered Fabrics with MARIA B. the first
embroidered collection by a designer brand in the country on pure Chinese silks, Chinese
chiffons and katan silks. Celebrate with our elegant collection of feminine French rose, ottoman
patterns and Mughal, phulkari & cross stitch embroideries. With add-on details of velvet and
digital borders, laces and button, Embroidered Fabrics will present exclusive collections
attention to detail and a look of pure with elegance.
PRICE:
EVENING WEAR:
Rs. 5000-19000
COTTON WEAR:
Rs. 3500-6500
M GIRL:
Rs. 2000-4500
MARIA B LAWN:
Rs. 6500-15000
EMBROIDERY:
Rs. 10,000- 18000
BRIDAL WEAR:
Rs. 50, 0000 TO ONWARD
PLACE:
Different main outlets in Lahore, Karachi, Islamabad
Franchises in Faisalabad Peshawar
PROMOTION:
Mostly through
Fashion Magazines
Fashion shows
Bill Boards
VALUE CHAIN ANALYSIS:

Primary activities
Inbound logistic:
They outsource their raw material and fabric. They have established departments in their factory.
Information and material move from department to department orderly.
Operations:
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They develop designs and cuts with the help of their designers and then for lawn they send
printing embroidery designs to the out sourced factory for the printing and embroidery. For
stitching and Ada work they have their own factory. With help of designer guideline factory
worker produce formal, Sami formal and ready to wear products. They factory management
develop very efficient environment in the factory. Madam Maria is very conscious about their
products designing and development.
Outbound logistic:
They have their warehouse store for storage of products. They distribute their products from
warehouse to retail outlets. They have their own transportation for distribution of their products.
Marketing & Sales:
Maria.b is marketing through social media, through which they came to know the customer
needs and they are fulfilling their needs and increasing their sales. They use print media for the
advertisement. They have online purchasing option through social media and website.
Service:
They have very trained staff in their outlets to provide best service within the shop. The
environment in retail outlet is very friendly. All staff members and educated and they have very
friendly behavior with their colleagues and with the customer. They have online selling service
where they provide feedback to customer as soon as possible and also deliver products within 34 days. The employees are trying their best to satisfy their customers, they present the meal to the
customers, and try to fulfill the needs of the customers and listen to the problems of their
customers.
Secondary Activities:
Infrastructure:
In Maria.b they have black and white color theme. They did not have very well infrastructure and
they have small departments with respect to need of the departments.
Human Resource Management:
They have 6 designers, 3 managers in which they have one brand manager, one sale and
operation manager and one marketing manager. Madam Maria deals all the top management
decisions.
Technology Development:
They have online system in their organization. They have highly developed softwares for
keeping records. The staff aware of the new technology and its usage.
Procurement:
They are purchasing raw material from the suppliers, raw material includes:
Fabric
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Threads
Trims and accessories
Packaging materials
They have their specific vendors for the material. They purchase all martial before the production
run for the smooth flow of the production.
PEST ANALYSIS:
PEST analysis is very important that an organization considers its environment before
beginning the marketing process. In fact, environmental analysis should be continuous
and feed all aspects of planning. The organization's marketing environment is made up
from:
POLITICAL FACTORS:
Instability of Pakistan:
Pakistan has been facing the problem of political instability since its birth in 1947. From 1947
until 2010, the governments have failed to maintain political stability in Pakistan. There is an
uncertainty in government's structure and we all know when a ruling party faces this sort of
uncertainty they fail to do well for public. The opposite parties tend to take advantage of the
situation.
Hence, being a socially and environmentally responsible corporation is an essential for
projecting a positive public image.
As one of the fastest growing industrial sector of Pakistan, the government is paying high
attention to the apparel industry.
One measure taken is the Balancing, Modernization and Replacement (BMR) program under
which loans are provided to the new businesses under concessionary rates. Added to it, the
Chamber of Commerce provides the following incentives.
R& D contribution:
6% R & D support to garment exporting businesses.
Reduction of import duty on ginning presses to 5%.
Long term financing for export oriented businesses.
Looking ahead, the apparel industry in Pakistan faces some serious challenges from the growing
political tensions and issues. The policies regarding foreign exchange, imports, exports and
investments have been consistently unpredictable due to the political instability in the country. In
short, the constantly changing regulations and instability in the policies of the government have
greatly hampered the overall apparel industry in achieving its optimum potential.
Pakistan also have some stability in its political factors, government support some businesses by
paying them extra loan or giving them concessions for tax so that people can run their business
or serve their customers in a better way.
Favourable Factors
Government allows the bank to pay the loan to
the business as a support so it can also be a
favour for the newly start company or the
company that is facing any flaws.
Unfavourable Factors
Strict trade regulations and excise policies can
affect international exports and hence, increase
the overall trade deficit.
Environmental degradation posses a great
threat to survival of any industry.
ECONOMIC FACTOR:
Economic stability of any country is a very essential part, which needs to be considered when it
comes to the growth of a business firm. Customers are more willing to pay if they can obtain it
with ease.
From previous two years Pakistani economy was in a desperate state, and the causes were longterm, structural fluctuations. The government in Pakistan had inherited high inflation, large
income. Pakistani annual inflation rate slowed to 2.11 percent in April of 2015 from 2.49 percent
in the previous month, due to a drop in fuel prices. Another factor responsible for the lower
inflation rate is the lowering of the interest by the State Bank to a 10-year low in January. This
decrease can be an opportunity for the fashion industry to increase profit margins provided that
the income levels remain stable.
Favorable Factors
With the decrease in inflation, unemployment
would occur which will hinder the chances of
development even more.
Increase unemployment can be an opportunity
for the industry to train the employees and
create a positive image in market.
Due to decrease in inflation rate, the income of
households will increase which causes the
customers to be more willing to pay.
People are getting brand conscious which is
more favorable for the fashion industry.
Increase in inflation increases the business
activities which can generate the profit.
Unfavorable factors
No doubt, there is low inflation rate but still
there is inflation in Pakistan it means the can
be a threat for the fashion industries.
Economic recession around world:

In the last two decades, economic depression is witnessed all over the world. This has caused a
huge sudden change in the purchasing power of the customers. Poverty level, Foreign Direct
Investment and export are on high-speed decline. Many garment industries have been shut down
today due to all these factors. With frequent price fluctuations, garment industry is forced to
increase the prices of their products which customers are not willing to purchase.
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TECHNOLOGICAL FACTORS:
Up to date machines:
Though fashion industry is not technologically driven but it has now become necessity,
especially when a company or an industry wants to maintain a competitive edge or tap into
international arena. The focus of todays industries is on mass customization as well as mass
production which are not possible to achieve if it is inept in technology. Several factors impact
an industrys technological consideration. These are, Government spending in research, changes
in Information Technology, Internet and Mobile Technology, energy use and costs, and
international transaction costs etc.
Rapid changes and developments in technology have increased the competition. The machinery
used by the industries in Pakistan is updated. Pakistans growth rate of internet users is second
highest in SAARC countries in accordance with its population. According to Internet Service
Providers Association of Pakistan (ISPAK), the estimated internet users have reached 25 million
in the country. This is a very attractive opportunity for the fashion industry in case fashion
designers start e-selling.
Favorable factors
Due to latest technology and having up to date
machines efficiency can be improved easily.
Manpower can be reduced.
Implementing information technology into
business operations can save a great deal of
time during the completion of daily tasks.
Unfavorable factors
Companys system can be hacked through
which all information can leak out that could
be beneficial for the competitors.
Employees could be more dependent on latest
machinery and in case of any
If appropriate measures are not in place,
unauthorized individuals may access
confidential data. Information may be altered,
permanently destroyed or used for unsavory
purposes.
As technology become more automated,

designing and discovery of new fabric, design
or style can also become more fast-paced.
Fashion cycle nowadays largely involve the
Internet. Styles can easily introduce online and
at least costly means, too.
Shortage of power:
Power failure is another big issue which garment industry is facing these days. Long duration
electricity load shedding without any schedule; unstable prices of electricity , per unit price of
electricity rises after every few month, shortage of gas supplies in winter, increased rated of
petroleum products, lack of CNG, as well as water shortages are some of the prominent causes of
garment industry downfall in the last few years. Now we are on verge of summer 2015, when the
demand of electricity is on its peak. Pakistans peak requirement of electricity normally in
summers is no more than 18000 MW (Mega Watts).
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No doubt, energy crises have affected industry in many ways, it creates hurdle for the industry to
work at its full capacity and reduces the capacity up to 30%. Power crises increase cost of
production due to high tariff and costly substitutes of electricity.
Lack of R&D:
In addition, lack of research-oriented attitude leads to lack of improvement in the industry. New
and Innovative products are introduced by the garment industries of other countries but Pakistan
is lacking behind every day.
SOCIO-CULTURAL FACTOR:
Society and Culture are very important factors that any organization cannot ignore. There should
be a perfect match between the production and social systems in a specific area. This match will
help us in gaining high goodwill. Therefore, we need to examine the socio-cultural environment
of a country before entering its markets, in order to know the demands and requirements of the
target consumers.
Business activities have flourished quite in the recent years, partly owing to foreign competitors
entering the market. This has led to an increased change in the lifestyles and mindsets of people.
There is an increased trend towards nuclear and dual-career families which serves as great
opportunity for the industry as the buying power of the consumer is enhanced. Moreover, with
change in lifestyles comes change in tastes.
Favorable Factors
Nowadays people prefer using customized
products and this is an opportunity for the
fashion industry to pursue its target marketing
strategy.
Unfavorable Factors
As the lifestyle and mindset of people are
changing rapidly so it could be difficult for the
company to have stability in innovation in
order to compete with its competitors.
As there is a change in lifestyle and taste of the

customer so it can be an opportunity for the
company to serve according to their taste
If society has an older population the cost of

labor will increase and a business will need to
change the management strategies in order to
cope with these changes.
Religion and Culture:

It is very important to have an understanding of the religious principles and concepts existing in
a country, in order to gain good will and popularity. Pakistan is an Islamic country hence
business firms have to take appropriate and suitable steps in every aspect so that nothing is
against the Islamic culture. Religion and ethical preferences play a major role in shaping
strategies and marketing products also, especially if one moves from culture to culture. Fashion
industry in Pakistan, therefore has to take into consideration the limitations that ethics, culture
and religions imply on clothing nationally as well as internationally.
Advertisements and Marketing have to be done by keeping in the demands and requirements of
the people of the specific culture in a country.
Favourable factors
Islamic religion is the most considered in the
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As most of the companies are following
fashion industry; even Abayas are now

taking inn as styles. While first, western style
was the most considered in the fashion
industry.
Islamic culture so it can affect the trading of

garments internationally.
Consumer Behavior Is Changing Rapidly:

People are more aware about quality issues now hence want to spend their money on high
quality products. This is the reason imported products are much preferred over local, but
inflation has caused a compromising change in behavior of consumers from the lower class. Still
decrease in inflation rate is holding a grip in brand conscious customers.
Favourable Factors
As most of the people are getting brand
conscious so it can be an opportunity for the
fashion industry to generate the profit.
As inflation rate can increase or decrease at
any time so it can also affect the buying
behaviour of the customers and can be a threat
for the industry.
Age Distribution:
Fashion industry is an industry for the youngsters. With such a large and lucrative target market,
this industry can earn huge profits, provided it sufficiently focuses of their needs and interests.
Youngsters of our country are attracted highly towards the western culture and are brand
conscious thus; there is a greater chance of satisfying the needs of the targeted customers.
Favorable Factors
As the fashion industry is an industry for the
youngster so there is a great chance to generate
profit in order to target the youth by serving
them with unique and innovative designs.
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Unfavorable factors
The company has to be more innovative in
order to serve the customers as compared to its
competitors and must be more aware of the
customers needs and wants otherwise the
competitors can lead over the company.
SWOT ANALYSIS:
Strengths
Weakness
Wide Product line(targeting almost every

segment)
Internationally recognized brand
Own team of Designers
Unique Designs(Kashmiri style of clothing)
Good quality by using pure materials
Entire process under one roof
Expensive cloth the price range is

comparatively high than their competitors
Lack of production backup in stores when the
demand is high
Focuses only to women dress designing
Promotional activities
No mission statement
No vision statement
Opportunities
Threats
Awareness of fashion in youth is increasing day

by day.
The customers are brand loyal so no need for
heavy advertisement expenses
Going both national & international
Collaboration with foreign companies
E-Business
Economic Recession
Energy crises
Emergence of new entrants
Existing competitors
Fashion life cycles
MARKET ANALYSIS:
Market size:
Textile sector is considered as the backbone of the economy. On the other hand, it is facing tough
competition in the international market due to increase in cost of production, which is making it
less competitive than the neighbouring countries India, Bangladesh & China
GROWTH
Textile industry has good growth now these days. Our country nation becoming
more brand conscious. Fashion industry growth is increasing day by day. New
brand are entering in the market more and more because entering barriers in textile
industry are very low.
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Market share
Market share of woman clothing is increasing day by day.The major category of Woven
garments for men and women have increased at an average annual growth rate of
4.34%.Pakistan's exports in the woven category are the highest with a share of 54%
Success factor
As the fashion industry is an industry for the youngster so there is a great chance to generate
profit in order to target the youth by serving them with unique and innovative designs. : Target
niche markets in the country that is not being targeted by competitors.
Segmentation:
Market can be broken down into further segmentation for the brand. As in segmentation the
brand has targeted just females and kids but not men. So the brand can also take men into
consideration for segmentation.
COMPETITOR ANALYSIS:
Compatative brands:
There are some competitors of the maria b brand:
Direct competitors
Hasan Shariyar Yaseen
Khaadi
Sana Safinaz
Indirect competitors
Origins
J.
And other designer brands and local designers
Strength and weakness of competitors
Direct competitor
KHAADI
STRENGHT
WEEKNESS
Good quality of products

Moderate price
Unique dress designs
Tailoring facility
Brand name
Low verity for men

Week cost structure
Week marketing
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New stock every 2 weeks

Different type of weaving
Size advantage
Quality
Khaadi have very unique identity. That is one of the biggest competitor of Maria b. Khaddi have
good quality of product. They use very good quality of materials. They have innovation in
designs styles. They changes stock after every 2 weeks. They provide good quality of services to
the consumer.
Price
They have moderate price and high quality. Customers are highly satisfied with the price of the
brand.
Service
They provide good service in the outlets but their online service ability was week.
Active in the market

Founded in 1998 by Shamoon Sultan. It specializes in "hand-woven" technique, products
include unstitched lawn, menswear, luxury Prt, childrens clothing, shoes, bags and jewelry.
Khaddi have more than 35 stores in Pakistan as well as stores in United Arab
Emirates, Malaysia and United Kingdom.
Segmentation and Target Market

They have targeted the male and female both.
Geographic Segmentation:
Maria B chose to open her 35 stores in Pakistan as well as stores in United Arab
Emirates, Malaysia and United Kingdom.
Demographic Segmentation:
They target upper class people who lived in posh neighborhoods belonging to upper, middle
classes. Dresses in Pakistan are mostly for women between 18 and 25 .Formal dresses were
bought mostly high society women from any age group. They also provide adult men for their
kurtas
Psychographic Segmentation:
Clothes are targeted towards those women and men who are quality conscious. Mostly her
customers are highly or at least more socialized women and men.
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Behavioral Segmentation:
Her customers are those who want highly fashionable clothes with innovative designs and good
quality. Her products can be classified as specialty goods because her consumer has a strong
brand preference.
Target Market
Khaadi targeted financially affluent people.
Target Marketing:
The high shares in market. Good when companys resources are limited. This is known as
concentrated market.
BUYING BEHAVIOUR:
Awareness of a Need:
Todays trend toward branding is increasing day by day. Everyone wants to wear the branded
product thats why the people want more branded product. And the demand of demanded clothes
is increasing day by day.
Information Search
In this stage of the buyer decision process, its vital that your brand is at the forefront of your
consumers minds, or at the forefront of where they will seek information. This is the stage
where consumers are doing the majority of their research. At that point consumer of Maria b
collects information about the products.
Evaluating Alternatives
At this stage after collecting information of Maria b product consumer and other brands too like
Khaadi and HSY. Then evaluate whether Maria b is providing good or other brand
Purchase Decision
Most SEO strategies try to catch consumers at this stage of the purchase process, as this
represents the lowest hanging fruit. However, if your business has not done due diligence up to
this point, your brand or product will not be in the consideration set, therefore potentially ruining
your chances of making a sale. Because customer satisfaction. As we analyze Maria b have good
quality of product thats why people wants to buy Maria b products.
Post Purchase
According to customer and management interview we analyze that customer of Maria b is loyal
to the brand and want to purchase product again and again.
And consumer of Maria b is more brands conscious. So Maria b has good relationship with the
customer.
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MARKET SEGMENTATION
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Marketing Strategy
1. Macro factors
2. Micro factors
Macro factors
Demographic
Economic
Geographical
Physical & technology
Political & legal
Social & culture
Demographic Factors
In the beginning she realized that most of the upper class and upper middle class lived in big
cities and they are willing to spend a lot of money for good quality and exclusively designed
dresses, especially if there are bridal dresses.
Age:
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We are focusing on these age brackets
Young adults (between 19-22 yrs)
Bachelor (between 22-26)
2-Households:
newly married female
Early married female without children
Early married female with tiny children
Grown up but independent female
All females either married or not, independent OR financially secure.
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3- Gender:
Female
4-Education:
Skilled
Highly educated or belong to sophisticated elite class.
Economic Factors
At the time she launched her business the economic conditions in Pakistan were relatively stable
so the people were more fashion conscious and willing to spend on branded clothes.
1-Income:
1. Upper Income Class
Upper Upper Class
Upper Middle Class
Upper Lower Class
2-Income Distribution:
Income distribution of Lahore, Islamabad, Faisalabad and Karachi is better as compare to other
cities. The people are innovators and having purchasing power and refined/urbanized tastes.
3-Consumption Behavior:
The per capita income of Lahore, Karachi and Islamabad is high as compare to some other cities.
But the people are consumption oriented and they spend more on shopping. Customers of these
areas are highly involved with Maria .B, innovators and Loyal brand followers.
4-Stock of wealth:
Stock of wealth of these markets is high and they have the opportunity to spend more. People
have a good stock of wealth and it can influence the purchasing power of people.
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5-Impots & Exports:

Imports and exports of any country can have a major effect on marketing strategy of boutique
industry. Under the general truth this is true for Maria .B as well. Especially now that shes is
extending her name across the boundaries.
Physical & Technological Factors

When Maria b was started she was incorporated all the required technology and skills to produce
good quality clothes.
1-Rate of Change:
The technology is increased day by day. The rate of change in Lahore, Faisalbad, Karachi &
Islamabad is high as compare to the other cities. People are variety seekers and innovators.
People want change in dresses that influence their personality. The ignorance of this factor makes
huge loss.
2-Opportunities for Innovation:
In the targeted areas there are more opportunities for innovation and modernization. The people
are aware of the style, fashion and fad so they want creative ideas and designs in the dresses.
3-Research & Development:
Maria .B is a very well connected person with qualifications and nets in all the fashion fronts
around the world and she along with her designers are very much in touch with fashion
developments and are trend setters themselves
Political & Legal Factors

The nature of her business was sole proprietorship which means that she was the only one liable
for profitability of the business. Hence the changes of the legal and political environment had
minimal effects on her business. Especially the initial investment into the business was made by
Maria B herself.
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1-Political Stability:
The political stability has affect on the business as well as the consumption behavior. When the
government changes, it will also reject the old laws and introduce their own rules and agendas.
Such policies disturbed the marketing strategies.
2-Legal Frame Work:
Legal framework means that the government makes some laws that is implemented on the
economy. The social, religious, legal, clause, corporate and consumer laws are introduce for the
betterment and psychological satisfaction of the consumer as well as the producer.
Social & Cultural Factors

She was focusing on high society culture at the initial stages.
1-Social Standard:
The society has its own mood, set of traditions, customs and norms with respect to culture.
2-Social Class:
The society is divided into many classes that have an affect on the business. The classification
could be based on the need of the customer.
However we are targeting only the upper classes of the society which normally more self
fulfilled or closer to that stage depending on the age group as well.
3-Psychographic:
The psychographics is the combination of demographic and psychological factors. Psychology
affect when the customer is not satisfied. When the need of customer is according to the
perception level then it will give positive response.
4-Religion:
Religion is main factor that can affect the strategies of business. The boutique provides the
dresses according to the culture of the country.
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Research & Development

Maria B before launching her business she observed the trends of the market and customer
demand relying on personal observation as well as her inner social circle.
With passing time Maria B as a brand grew exponentially using extremely valued customer
feedback and intake/hiring of highly qualified new talent from prestigious institutes making it
sure that Maria b was always one step ahead in creativity and comprehending the customer
needs.
She also instilled her customers with thirst for fresh and up to the minute by releasing mind
boggling patents of Maria .B. As mentioned earlier Maria .B and her concerned staff move very
actively in the fashion quarters of the world. In short words Observation, limited
Experimentation (fashion shows not outlets) and face to face or telephonic interviews with
actively engaged clientage are the methods used by Maria B.
Segmentation
The whole market is divided into different groups. The market is divided on certain basis such as
Need
Income
Family Cycle
External Factors
Geographic Segmentation:
Maria B chose to open her outlets in urban areas in Pakistan beginning with Lahore.
Demographic Segmentation:
She was targeting elite people who lived in posh neighborhoods belonging to upper, middle
classes. Bridal dresses in Pakistan are mostly for women between 18 and 25 so for Marias
specialty dresses that were the age class she was targeting. Formal dresses were bought mostly
high society women from any age group.
Shes basically targeting females who are educated.
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Psychographic Segmentation:
Her clothes are targeted towards those women who are quality conscious. Mostly her customers
are highly or at least more socialized women. The products of Maria B are generally suitable for
a range of various kinds of people with diverse psychological backgrounds as long as they can
afford to pay for the to enjoy duality.
Behavioral Segmentation:
Her customers are those who want highly fashionable clothes with innovative designs and good
quality. Her products can be classified as specialty goods because her consumer has a strong
brand preference.
Target Market
Maria. B targeted financially affluent people.
Target Marketing:
The high shares in market. Good when companys resources are limited. This is known as
concentrated market.
Gestation Strategies:
She makes the following types of dresses:
Exclusive Bridals
Which would include those bridal dresses
which were custom

made on demand. And also those were designed by her top
designers.
Formal wear These formal dresses were made keeping Pakistani

high society in focus.
Sami formal
These Sami formal dresses is producing for those
who want to wear Maria b dresses in routine event which was

according to the customer needs and give sophisticated look.
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Lawn dresses the lawn dresses which are now these days a hot
product for Maria b.s consumer , Designed to give sophisticated
look with Maria b brand name
Other regular dresses
Designed by keeping in view trends
and customer satisfaction.
BRAND POSITIONIG:
BRAND RECALL
It is a part of brand that appears in terms of symbols. Consumers view brand name as an
important part of the product and branding add value to the product. A name, term, symbol or
design or a combination of these intended to identify the goods and services to differentiate it
from his competitors. Brand of Maria b has a strong impact in the minds of its customers
BRAND REORGANIZATION:
As its a name of a person so it is easy to recognize by the customers
POP:
Product categories
PODS:
Wide Product Range targeting almost every segment
High price with a promise of high quality
Maria b has giving a traditional Kashmiri culture style with new line of modification
continuously and maintaining the brand image from their competitors
Which pop and pods are strong?
Strong pop means that the point which is continuously maintained and it becomes your symbol
of differentiation from other or accurate from the brand. The price of the brand products is high
and they are giving high quality.
Favorable:
The favorable brand element is one which gives value to the product quality and vast varieties of
product range are the brand favorable factors
Uniqueness:
Brand uniqueness of Maria. b The accrue a traditional styles, sophisticated look.
23
24
BRAND ELEMENT:
Maria b has distinctive brand name by her name. It provides a stamp of originality for her
products .It is easy to spell, pronounce and remember. Its adaptable to the whole family of Maria
Bs garments.
Maria Bs brand mark where ever seen depicts uniqueness which comes with Maria Bs attributes
and the color represents the sophisticated look, logo is simple black color with only maria. b
name.
Logo and slogan:
Her logo is just MARIA. B and her slogan is Be the women
PRODUCT STRETEGY:
FABRIC
Zari, shafon, silk, cotton muttka raw silk, shafon, jamawar bridal wear
Product name:
As metion above the product name of is defined according to product verity , product elements,
asthatics of products
Services with product
They provide good services to the customer and provide very friendly environment to the
customer. They also provide online delivery facility of product.
Attributes of products
Primary attributes
Product quality
Stitching quality
Material quality
Secondary features
25
Products are durable.

Styles are unique
Design are innovative
PRICING STRATEGY
After going through the afore stated price determination process, Maria B takes the final step of
designing the pricing strategy
A number of factors are to be considered before setting up a price for a product. Product costs set a
floor to the price; consumer perceptions of the products value set the ceiling. Between the two
extremes, the company must determine the competitors prices and other external and internal factors
while setting up a price. Based on these considerations, a company adopts an approach to determine a
price for its product.
Cost Based Pricing: As the name indicates cost based strategy involves pricing according to
the cost incurred on the product.
Competition Based Pricing:

It depends upon the competition in the market. A number of competitors for a particular product
means, a low price should be charged, however monopoly allows setting up a price of choice.
NON PRICE COMPETITION:

Maria B. engages in non price competition by maintaining relatively stable prices and she
improves her market position by emphasizing on aspect of the marketing programs. Because
Maria B uses non price competition she attempts to shift her demand curves to the right by
means of product differentiation and promotional activities.
.
26
Maria B achieves product differentiation through innovative design, high quality and exclusive
positioning. And some of Maria Bs promotional activities include advertisement in fashion
magazines and setting up sales outlets at expensive posh market areas.
Value-Based Pricing:
Value-based pricing uses buyers perceived value of the product and not the sellers cost as a
key to setting up a price. In this a marketer has to keep this marketing mix tool along with all
others before the marketing program is set.
Maria.B follows cost based pricing approach because she has no competitor.
Pricing Objectives
There can be different pricing objectives of a firm, most common ones are:
Survival
Maximum Current Profit
Maximum Market Share
Maximum Market Skimming
Product-Quality Leadership
Pricing objective of Maria.B is primarily Product-Quality Leadership. For this purpose Maria
makes all the extra efforts of maintaining strict quality check at each and every level of the
production process.
Determination of Demand
27
Each price leads to a different level of demand for a firms product and therefore has a different
impact on the marketing objective of the firm.
Usually price and demand are inversely proportional so that when price increases demand
drops and vice versa. Demand curve of Maria.B slopes downward because her target customers
are usually elites.
Estimating Cost
Demand sets the ceiling on the price a company can charge for its products and cost sets the
floor.
A firm sets a price that covers its costs of production, selling and distributing the product
including a fair return for the efforts and risk involved.
Pricing Methods
A pricing method is selected that includes the following considerations:
Customer Demand Schedule
Cost Function
Competitors Price
Seven pricing methods are defined out of which a firm can adopt any depending on its own situation.
Mark-up Pricing Method
In this method, firm adds a standard mark-up to its price for the product.
Target Return Method
In this method the firm decides a price that would yield a target rate of return on investment.
Perceived Value Pricing Method
Companies base their prices on customer perceived value.
Value Pricing Method
Companies win loyal customers by charging a low price for high quality.
Going Rate Pricing Method
The firm bases its prices largely on competitors.
Auction Type Pricing Method
This type of method is growing more popular with the growth of Internet.
Group Pricing Method
28
Internet is facilitating the method whereby consumers and business buyers can join group to buy at
lower prices.
Selecting the Final Price
Influence of Other Marketing Mix Elements
The final price must take into account the brands quality and promotion and placement efforts.
Company Pricing Policies
The final price of a product must be consistent with the pricing policies of the company. At the
same time the companies are not averse to establishing pricing penalties under certain circumstances.
Impact of Price on Other Parties

Management must also consider the impact of final price on other parties. These include:
Dealers
Distributors
Competitors
Suppliers
Government
Maria.B considers the following factors in setting up her final price of the product:
Psychological Pricing
Influence of other marketing mix elements
Company pricing policies
Price Discounts and Allowances

Companies adjust their list price and give discount and allowances for early payments, volume
purchases, and off-season buying.
Companies usually allow following types of discounts:
Cash Discount
Price reduction is offered to a customer who immediately pays the payment.
Quantity Discount
Price is reduced for the customer who purchases in large volumes.
Functional Discount
29
It is also called a trade discount and is offered by a manufacturer to trade channel member if they
perform certain functions like selling, storing or record keeping.
Seasonal Discount
A price reduction is given to those who buy merchandise/services out of season.
Policy Adapted By Maria.B

Maria does not allow any type of discounts or allowances because she follows a fixed price
policy. As Elites are target market of Maria.B where people have high incomes and product
involvement that are willing to pay more for exclusive designs, customer service, brand name,
quality and added convenience.
Therefore Maria.B believes it to be a mistake to plunge a strong distinctive brand into price
discounting just to respond to low price fever.
30
DISTRIBUTION CHANNEL OF MARIA. B:

The distribution channel used by Maria b includes direct marketing channels as well as
marketing immediate in the process of making the goals accessible to the final customers. The
procedure of distribution is described as under:
DIRECT PERSONAL SELLING

In this process, customers place their orders to the company for any particular product. This
is the simplest form of communication between the organization and the customers because there
is no need of arbitrator in this type of channel. Maria b has also adapted this concept of personal
selling in her business to stimulate the sales by opening the first personal selling outlet in Lahore.
The interior of the outlets is also designed by Maria b herself.
Maria b has its own outlets in Lahore, Islamabad and UK. Customer can easily purchase
from these outlets. Maria B has two outlets only in city Lahore. Customers can receive any type
of information about the garment sector from these outlets.
DEALERSHIP NETWORK
Almost all types of good organizations need strong dealership network in order to transfer their
goods to end customers. In this network there may or may not be interaction of retailers and the
customers. The products can be transferred directly from the whole sellers or there may be the
interference of retailers in the main market.
COMPANY DEALER RELATIONSHIP

Maria b decides about the dealers in annual meetings and normally there is an agreement
between the dealer and the company. Agreement is according to 32nd clause of recommended
retail price and the official validity of the agreement is for three years.
MODIFYING CHANNEL ARRANGEMENTS

Maria b has plans for further advancement in the channel strategies. They are planning to open
more outlets and branches in not only different areas of Pakistan but also outside the country. She
has recently opened an outlet of garments in UK.
31
ORDER PROCESSING
Manufacturing concerns work based on orders placed by customers. Maria b is developing
evolutionary restrains on ensuing stages.
Order
Requisition
Execution
Dispatching
Delivery
There is a complete process of implementation of order. First of all, order is placed through
a particular channel, then the request is passed to the production unit, then is the execution of
that order. After execution, the procedure of dispatching starts.
OUTLETS
LAHORE
Shop 1
7- Z Phase 3
Defence Lahore
Ph# 0425729799
Shop 2
6-A/L Gulberg III
Lahore
Ph# 0425751800
KARACHI
Shop 1
B-8 Park Towers
32
Clifton Karachi
Ph# 0215833975
Shop 2
11 Mezzanine Flour
Zamzama Boulevard Phase Extension DHA
Ph# 0215834904
ISLAMABAD
King Arcade F7/2
(Above Old Hot Spot)
Ph# 052650363
COMMUNICATION STRETEGY:
Maria. B Promotion
Products need not only attractive development and availability but more important is the
development of a communication program. As far as promotion is concerned marketers treat it as
the most important P among all the Ps of marketing mix. As without proper promotion of
the product awareness cant be created regarding offering
Promotion Mix
Advertisement
Sales promotion
Personal selling
Public relations
Your marketing plan will be executed by using the tactical elements of the Marketing
Communications, or Promotions Mix.
33
The elements of the marketing communications mix

The Marketing Communications Mix is the specific mix of advertising, personal selling,
sales promotion, public relations, and direct marketing a company uses to pursue its
advertising and marketing objectives.
Advertising
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an
identified sponsor.
Personal selling
Personal presentation by the firms sales force for the purpose of making sales and building
customer relationships.
Sales promotion
Short-term incentives to encourage the purchase or sale of a product or service.
Public relations
Building good relationships with the companys various publics by obtaining favorable
publicity, building up a good "corporate image", and handling or heading off unfavorable
rumors, stories, and events.
34
Direct marketing
Direct communications with carefully targeted individual consumers to obtain an immediate
response and cultivate lasting customer relationships.
Factors Effecting The Promotion Mix of Maria. B

The potential consumer of Maria .B falls into the aware consumer category of Maria Bs
products, are loyal from years and are mostly aware of its quality products.
EXPLOLATERY ANALYSIS:
Qualitative research
Sample Respondents: 20 interviewed are conducted by using interview as a Qualitative
Investigation, 150 respondents for surveys because we have selected a designer brand and user of
designer brand is low as compare to textile brand.
Population: The residents of Gujranwala representing high income groups to analyze the buying
behavior of the user of Maria b and to check the relationship of Maria b brand with consumer.
We have selected Gujranwala because in other big cities people already have strong association.
Sample strategy: we convenience sampling technique because it is easy to conduct and
convince for us to analyze in less time
Sample frame: consumers of Maria.b products
Type of study: Cross sectional is a type of observational study that involves the analysis of data
collected from a population, or a representative subset, at one specific point in time. We use this
study because we want to check the consumer behavior regarding the product. And we want to
analyze the brand actual equity.
Methods: Mixed method : Qualitative Quantitative. First we use qualitative method to study
the brand awareness and association with the help of interviews and the we generate the brand
audit questioner for quantitative result for analysis.
Instrument development/selection: Interviews and Survey Questionnaire.
Area (s) Framed: Gujranwala city, satellite town, Rahwali cantt,
Data collection: In-person
Data Criteriology : Social desirability bias was addressed during surveys.
Data analysis tools: content analysis and descriptive analysis. To check the relationship of
demographic with the brand equity componantes.
35
Research Ethics: The respondents were properly informed about the purpose and conduct of this
study and formal approvals were sought from respective organizations before data collection.
QULATIVE RESEARCH:
Q1:
age * familiar with MARIA.B Cross tabulation
Count
familiar with
MARIA.B
yes
Age
no
Total
15-20 42
44
21-25 72
73
26-30 13
13
31-35 8
36-40 12
12
150
Total
147
Note: In the above table shows people that answer yes

15-20 is more familiar with Maria. B brand
21-25 also respond yes shows that the trend between these two age categories ranges are high
as compare to 31-35 and 36-40 age group people.
Interpret:
Young people are more conscious about fashion trend, so they have to target 15-20, 21-25
categories.
36
Q2:
age * brand prefer the most Cross tabulation
Count
brand prefer the most
maria b
Age
Total
HSY
khaadi
15-20 12
23
44
21-25 20
11
42
73
26-30 4
13
31-35 2
36-40 4
12
26
82
150
Total
42
Note:
In the above table shows people from age 21-25 years prefer Maria.b as a brand is 20
respondents from the sample of 150. Khaadi as a brand more preferable than Maria. B.42
respondent give this answer in age group of 21-25. Hsy 21-25 age group respondents are 11.
15-20 Maria b as a brand 12 respondents
15-20 HSY as a brand 9 respondent
15-20 khaadi as a brand 23 respondent
Remaining respondents have
31-35 Maria b 2 respondents
Hsy 4 respondents
Khaadi 2 respondents.
As total for Maria b respondents are 42, which response hsy are 26, and the greater number is for
khaadi 82.
Interpret:
This result represents that maria.b have a high competitors market in targeting youth. People
prefer khaadi more than Maria. B in every age group.
37
Q3a:
age * quality of material Cross tabulation

Count
quality of material
moderately
very high high
Age
average
low
moderately
low
Total
15-20 4
20
16
44
21-25 12
33
23
73
26-30 0
13
31-35 1
36-40 2
12
71
50
150
Total
19
Note: From age group 15-20 people responds that Maria b quality is moderately high.
From age group 21-25 people responds that Maria b quality is moderately high and average two
types of responds are more frequently come in this age group 33 respondents says that they have
moderately high quality, 23 respondents say that they have average quality, and respondents says
that they have high quality.
From age group 26-30 people who responds that Maria b quality is moderately high are 7 people
and people responds that they have average quality are 6
From age group 31-35 people who responds that Maria b quality is moderately high are 4 and
people that have option of average quality are 3.
From age group 36-40 people responds on average that Maria b quality has moderately high
quality.
Interpret:
Above result that weather people buy or not the clothing more all the category that I highlight
responds that they have moderately high quality products.
38
Q3B:
age * quality of stitching Cross tabulation
Count
quality of stitching
moderately
very high high
Age
average
low
moderately
low
Total
15-20 9
16
19
44
21-25 8
44
17
73
26-30 1
13
31-35 0
36-40 0
10
12
77
47
150
Total
18
Note: In above question the analysis shows age group from 15-20 are more conscious about
stitching and cuts have greater response shows the stitching of Maria. B is average, and 16
respondents say that they have moderately high stitching quality.
21-25 group greater percentage of people have the respond that the quality of Maria. B is
moderately high on average
26-30 group greater percentage of people have the respond that the quality of Maria. B is average
31-35 responds Maria b has average quality of stitching nothing special about it.
36-40 ages group of people only responds that Maria. B has a moderately high quality.
Interpret:
Above results interpretation shows that on average people does not responds that Maria b has a
stitching quality different from others but on some people point of view they have moderately
high stitching quality.
39
Q3C:
age * quality of fabric Cross tabulation
Count
quality of fabric
moderately
very high high
age
average
low
moderately
low
Total
15-20 6
20
17
44
21-25 16
31
21
73
26-30 3
13
31-35 0
36-40 4
12
59
50
10
150
Total
29
Note: People from age group 15-20, 20 people had response that the quality of fabric of Maria. B
is moderately high, and 17 people responds that Maria. B has average quality of fabric.
People from age group 21-25, 31 respondents rate Maria. B quality of fabric as moderately high.
21 respond rate as average quality of fabric and 16 as a very high quality of fabric.
26-30 age group people rate mostly Maria. B quality of fabric as average.
31-35 age group people rate mostly Maria .b average and low
36-40 age group people rate mostly as very high and high.
Interpret:
This result show that the customer who is coming to your brand is educated about the fashion
and the quality and he/she always judge your brand consciously or sub consciously in back of the
mind. From quality of fabric prospective people responds Maria b has moderately high quality
on average respondents.
40
Q3D:
age * quality of color/print Cross tabulation

Count
quality of color/print
moderately
high
average
low
moderately
low
Total
15-20 13
11
19
44
21-25 17
28
23
73
26-30 1
13
31-35 1
36-40 5
12
45
56
11
150
v. high
Age
Total
37
Note: 15-20 age people response mostly about this question is in two dimensions from which
mostly numbers of people responds that Maria. B has average quality of color/prints, and other
responds that they have very high and moderately high quality of fabric/prints.
21-25 age group total respondents are 73 from which 28 responds that Maria. B had moderately
high, 23 responds that they have average quality of color/prints and 17 responds that they had
very high quality of prints/colors.
26-30 age mostly response as average color/prints
31-35 age people mostly responds that Maria. B has average quality of colors/prints
36-40 age people mostly responds that Maria. B has very high quality of colors/prints
Interpret: From above results shows that people responds the Maria. B prints quality is average,
due to no difference and variation in their color and styles
41
Q3E:
age * price Cross tabulation

Count
price
moderately
very high high
Age
average
low
moderately
low
Total
15-20 13
17
14
44
21-25 24
25
21
73
26-30 1
11
13
31-35 2
36-40 5
12
63
39
150
Total
45
Note: 15-20 total respondents are 44, from which 17 people rate price as moderately high, 14 as
average and 13 as very high.
21-25 total respondents are 73 from which 25 people responds that they have moderately high
prices, 24 responds that they have very high prices and 21 responds that they have average price.
26-30 age mostly response price as moderately high of Maria. b .
31-35 age mostly response price as moderately high
36-40 age mostly response price as very high and moderately high
Interpret: From above analysis of result it is conclude that from customer prospective the prices
of Maria. b products are high and the variation as compare to price is relatively low.
42
Q3F:
age * convenience Cross tabulation
Count
convenience
moderately
very high high
age
average
low
moderately
low
Total
15-20 5
12
24
44
21-25 7
30
24
73
26-30 0
13
31-35 0
36-40 2
12
60
56
16
150
Total
14
Note: 15-20 total respondents are 44, from which 24 people rate connivance as average, 12 as
moderately high
21-25 total respondents are 73 from which 30 people responds that they have moderately high
convenience, 24 responds that they have average convenience
26-30 age mostly response convince as moderately high of Maria. b .
31-35 age mostly response convenience as moderately high
36-40 age mostly response convince moderately high
From above analysis of result it is conclude that from customer prospective the convenience of
interpret: Maria. b products are moderately high because now a days there is not a big deal to
travel to other city for shopping or online order is easy way to access the brand
43
Q4:
age * how frequently you visit Cross tabulation
Count
how frequently you visit
At least once
every two
once in a
weeks
month
age
Total
Once every 3 1-3 times each
months
year
rarely or never
15-20 4
13
16
44
21-25 2
25
19
19
73
26-30 0
13
31-35 0
36-40 1
12
37
28
32
46
150
Total
Note: 15-20 total respondents are 44, from which 13 people visit once in every 3 month on
Maria. b, 16 rarely or never
21-25 total respondents are 73 from which 25 people once in every 3 month, 19 responds 1-3
times in a year, 19 rarely or never
26-30 mostly people visit rarely or never or 1-3 times in a year
31-35 age mostly response on 1-3 times or a year and rarely or never
36-40 age grater people have once in a month visit and some rarely or never
Interpret: From above analysis of result it is conclude that people mostly rarely or never go on
Maria. b because there is no difference or excitement in their brand from which people would
attract towards them
44
Q5:
age * frequently you shop Cross tabulation
Count
frequently you shop
At least once
every two
once in a
weeks
month
age
Total
Once every 3 1-3 times each
months
year
rarely or never
15-20 0
10
11
18
44
21-25 4
25
13
24
73
26-30 0
13
31-35 0
36-40 0
12
41
27
25
53
150
Total
Note: 15-20 total respondents are 44, from which 11 people shop once in every 3 month on
Maria. B, 18 rarely or never
21-25 total respondents are 73 from which 25 people shop once in a month, 24 responds that they
had visited rarely or never
26-30 mostly people shop rarely or never and some responds ratio is 1-3 times in a year
31-35 age mostly response on 1-3 times a year and rarely or never
36-40 age grater people have once in a 3 month visit once in a month responds 4 people
Interpret: From above analysis of result it is conclude that people mostly rarely or never go on
shopping to Maria. b or 1-3 times a year because there is no difference or excitement in their
brand from which people would attract towards them
45
Q6:
age * satisfy with price Cross tabulation
Count
satisfy with price
yes
age
Total
no
15-20 16
26
44
21-25 37
36
73
26-30 3
10
13
31-35 3
36-40 6
12
83
150
Total
65
Note: 15-20 age group total respondents are 44, 26 replied as no and 16 as yes
21-25 group age total respondents are 73 from which 37 replied as yes and 36 as no.
26-30 age group 10 replied as no and 3 as yes
31-35 age 5 replied as no and 3 as yes
36-40 ages 6 replied as yes and 6 replied as no
Interpret: From above analysis of result it is conclude that people of age 15-20 and 21-25
mostly did not satisfy with price. But 21-25 from age group 21-25 also respond yes. It is a mix
result.
Q7:
46
age * satisfy with quality Cross tabulation

Count
satisfy with quality
yes
age
Total
no
15-20 24
19
44
21-25 53
17
73
26-30 7
13
31-35 3
36-40 9
12
49
150
Total
96
Note: 15-20 age group total respondents are 44, 24 replied as yes and 19 as no
21-25 group age total respondents are 73 from which 53 replied as yes and 17 as no.
26-30 age group 6 replied as no and 7 as yes
31-35 age 5 replied as no and 3 as yes
36-40 ages 9 replied as yes and 2 replied as no
Interpret: From above analysis of result it is conclude that people mostly respondents are
satisfied with the quality of the products because peoples first prefer the quality and it is the
satisfaction factor if quality is not good people will not buy from here.
Q8:
47
age * communicate about their offering Cross tabulation

Count
communicate about their offering
strongly
disagree
age
Total
disagree
neutral
agree
strongly agree
15-20 2
17
10
44
21-25 2
29
22
12
73
26-30 0
13
31-35 1
36-40 1
12
22
58
38
26
150
Total
Note: Responds results on the basis of communicate about their offering following are the
results of different age group.
15-20 total respondents are 44, from which 17 people show neutral response, 8 agree and 7
disagree.
21-25 total respondents are 73 from which 29 people show neural response, 22 agree
26-30 mostly people show 6 neural responses, 4 as disagree
31-35 age mostly response disagree
36-40 age show 4 neural responses, 5 as agree
Interpret: From above analysis of result it is conclude that people mostly show neutral respond
because the advertisement campaign of Maria. b is very less and not so much effective to attract
people.
Q9:
48
age * deliver exactly what promise Cross tabulation

Count
deliver exactly what promise
strongly
disagree
age
Total
disagree
neutral
agree
strongly agree
15-20 1
15
14
44
21-25 2
31
26
10
73
26-30 2
13
31-35 0
36-40 0
12
18
54
50
23
150
Total
Note: Responds results on the basis of deliver exactly what Maria. b promise following are
the results of different age group.
15-20 total respondents are 44, from which 15 people show neutral response, 14 agree and 6
disagree.
21-25 total respondents are 73 from which 31 people show neural response, 26 agree
26-30 mostly people show 5 neural responses, 3 as agree
36-40 age mostly response as agree
Interpret: From above analysis of result it is conclude that people mostly show neutral respond
because they doesnt have clear image about what Maria. b promising to their customer
Q10:
49
age * positive relation with community Cross tabulation

Count
positive relation with community
strongly
disagree
age
Total
disagree
neutral
agree
strongly agree
15-20 1
15
15
44
21-25 1
21
32
11
73
26-30 0
13
31-35 0
36-40 0
12
19
50
57
22
150
Total
Note: Responds results on the basis of positive relation with community following are the
15-20 total respondents are 44, from which 15 people show neutral response, 15 agree
21-25 total respondents are 73 from which 32 people show agree response, 21 neutral
26-30 mostly people show 5 neural responses, 6 as agree
36-40 age mostly response as neutral
Interpret: From above analysis of result it is conclude that people mostly people are agree that
they have positive relation with the community.
50
Q11:
age * advertisement is generally informative Cross tabulation
Count
advertisement is generally informative
strongly
disagree
age
Total
disagree
neutral
agree
strongly agree
15-20 3
13
16
44
21-25 1
14
14
34
10
73
26-30 0
13
31-35 1
36-40 0
12
30
31
66
18
150
Total
Note: Responds results on the basis of advertisement is generally informative following are
21-25 total respondents are 73 from which 34 people show agree response, 14 neutral, 14
disagree
26-30 mostly people, responds as agree
31-35 age responds 3 as agree and 3 as disagree
Interpret: From above analysis of result it is conclude that people mostly people are agree.
51
Q12:
age * the advertisement is reliable source of information Cross tabulation
Count
the advertisement is reliable source of information
strongly
disagree
age
Total
disagree
neutral
agree
strongly agree
15-20 5
18
10
44
21-25 2
27
25
10
73
26-30 0
13
31-35 1
36-40 1
12
19
51
49
22
150
Total
Note: Responds results on the basis of advertisement are a reliable source of income following
are the results of different age group.
26-30 mostly people respond as agree
31-35 ages mostly response disagrees and strongly agrees
From above analysis of result it is conclude that people the confused whether the advertisement
is reliable or not majority said neutral.
52
Q13:
age * quality is different from others brands Cross tabulation
Count
quality is different from others brands
strongly
disagree
age
Total
disagree
neutral
agree
strongly agree
15-20 2
15
10
44
21-25 5
11
20
30
73
26-30 0
13
31-35 2
36-40 0
12
24
50
49
18
150
Total
Note: Responds results on the basis of quality are different from other brands following are
15-20 total respondents are 44, from which 15 people show neutral response, 10 strongly agree
26-30 mostly people respond as 5 as agree and 5 neutral
31-35 ages mostly response neutral
36-40 age mostly response as neutral
Interpret: From above analysis of result it is conclude that people give responses 50 said
neutral. They are neutral about other brands have quality giving and promising
53
Q14a:
age * brand awareness about maria b lawn Cross tabulation
Count
brand awareness about maria b lawn
strongly moderately week
age
not applicable Total
15-20 10
24
44
21-25 16
47
73
26-30 4
13
31-35 2
36-40 5
12
90
17
150
Total
37
Note: Responds results on the basis of brand awareness of Maria. b lawn following are the
15-20 total respondents are 44, from which 24 people says moderate, 10 strongly
21-25 total respondents are 73 from which 47 people says moderate, 16 strongly
26-30 mostly people respond as agree
31-35 age response mostly moderate
36-40 age 6 response as moderate and 5 as strong
Interpret: From above analysis of result it is conclude that people that brand awareness of
Maria. b lawn is moderate. People prefer other brands
54
Q14b:
age * maria b embroidery Cross tabulation
Count
maria b embroidery
Total

age
not applicable
15-20 13
22
44
21-25 24
38
73
26-30 1
12
13
31-35 0
36-40 4
12
82
20
150
Total
42
Note: Responds results on the basis of brand awareness of Maria. b embroidery following are
15-20 total respondents are 44, from which 22 people says moderate, 13 strong
21-25 total respondents are 73 from which 38 people says moderate, 24 strong
26-30 mostly people respond as moderate
36-40 age mostly response as moderate
Maria. b embroidery is moderate.
55
Q14c:
age * bridal wear Cross tabulation
Count
bridal wear
Total

age
not applicable
15-20 10
12
15
44
21-25 25
27
11
73
26-30 0
13
31-35 0
36-40 2
12
52
40
20
150
Total
37
Note: Responds results on the basis of brand awareness of Maria. b bridal wear following are
15-20 total respondents are 44, from which 12 people says moderate, 15 weak
21-25 total respondents are 73 from which 27 people says moderate, 25 strong
26-30 mostly people respond as weak
From above analysis of result it is conclude that people that brand awareness of Maria. b bridal is
moderate not strong not much weak. Some of their consumer really likes the bridal wear
Q14d:
56
age * cotton clothing Cross tabulation

Count
cotton clothing
Total

age
not applicable
15-20 6
20
14
44
21-25 14
35
20
73
26-30 2
13
31-35 2
36-40 3
12
68
43
12
150
Total
27
Note: Responds results on the basis of brand awareness of Maria. b cotton clothing following
21-25 total respondents are 73 from which 35 people says moderate, 20 weak
26-30 mostly people respond as moderate
31-35 age response mostly moderate and weak
From above analysis of result it is conclude that people that brand awareness of cotton clothing is
moderate. People think that their prices are high in cotton and clothing types and quality are low
Q14e:
57
age * linen and patina Cross tabulation

Count
linen and pashmina
Total

age
not applicable
15-20 3
17
13
11
44
21-25 17
31
21
73
26-30 0
13
31-35 1
36-40 0
12
64
42
20
150
Total
21
Note: responds results on the basis of brand awareness of Maria. b linen and pashmina
following are the results of different age group.
21-25 total respondents are 73 from which 31 people says moderate, 17 strong 21 weak
26-30 mostly people respond as moderate and high
Maria. b linen and pashmina is moderate. People think that their prices are high in linen types
and quality is low
Q15a:
58
age * personify scale sincerity Cross tabulation

Count
personify scale sincerity
moderately
very high high
age
average
Low
moderately
low
Total
15-20 13
19
44
21-25 18
30
23
73
26-30 1
13
31-35 0
36-40 3
12
65
44
150
Total
35
Note: Responds results on the basis of brand Personality scale sincerity point following are
15-20 total respondents are 44, from which 19 people says moderately high, 13 very high
21-25 total respondents are 73 from which 30 people says moderately high, 23 average, 18 high
26-30 mostly people respond as moderate and high equally
31-35 age response mostly average
36-40 age mostly response as moderately high
Interpret: From above analysis of result it is conclude that on band personality scale sincerity is
moderately high. The loyal customers are the daily regular user for them. They perceive Maria. b
as a good brand.
Q15b:
59
age * excitement Cross tabulation

Count
Excitement
moderately
very high high
age
average
Low
moderately
low
Total
15-20 8
16
16
44
21-25 17
22
28
73
26-30 0
13
31-35 1
36-40 2
12
48
60
13
150
Total
28
Note: Responds results on the basis of brand Personality scale excitement point following are
15-20 total respondents are 44, from which 16 people says moderately high, 16 average
21-25 total respondents are 73 from which 28 people says moderately high, 22 average, 17 high
26-30 mostly people respond as moderate high
31-35 age response mostly low
36-40 age response on moderately high and average are equally
Interpret: From above analysis of result it is conclude that on band personality scale excitement
is average. They is no excitement factor in the brand
60
Q15c:
age * competence Cross tabulation
Count
competence
moderately
very high high
Age
average
Low
moderately
low
Total
15-20 10
13
16
44
21-25 13
32
23
73
26-30 2
13
31-35 0
36-40 4
12
59
47
14
150
Total
29
Note: Responds results on the basis of brand Personality scale competence point following are
15-20 total respondents are 44, from which 13 people says moderately high, 10 very high, 16
average
21-25 total respondents are 73 from which 32 people says moderately high, 23 average
26-30 mostly people respond as average
31-35 age response mostly response low
Interpret: From above analysis of result it is conclude that on band personality scale
competence is moderately high. If competence level will not be high
How they compete in this fast growing fashion.
61
Q15d:
age * sophisticated Cross tabulation
Count
sophisticated
moderately
very high high
Age
average
Low
moderately
low
Total
15-20 10
14
15
44
21-25 16
30
21
73
26-30 0
13
31-35 1
36-40 3
12
58
49
12
150
Total
30
Note: Responds results on the basis of brand Personality scale sophisticated point following
15-20 total respondents are 44, from which 14 people says moderately high, 10 very high, 15
average
26-30 mostly people respond as moderately high
31-35 age response mostly response average
Interpret: From above analysis of result it is conclude that on band personality scale
sophisticated look is moderately high. The respondents does not refer it also thinks that Maria. b
has a sophisticated look
62
Q15e:
age * taught Cross tabulation
Count
taught
moderately
very high high
age
average
low
moderately
low
Total
15-20 5
25
44
21-25 12
27
26
73
26-30 0
13
31-35 0
36-40 2
12
45
65
20
150
Total
19
Note: Responds results on the basis of brand Personality scale taught point following are the
15-20 total respondents are 44, from which 25 average
26-30 mostly people respond as average
31-35 age response mostly response low
36-40 age mostly response as average
Interpret: From above analysis of result it is conclude that on band personality scale taught is
average
63
Q16:
age * where you know maria.b Cross tabulation
Count
where you know maria.b
Total
Billboard T. internet
Friends family T.V.Ad s
web sites
age
Magazin Fashion
e
Shows
Exhibitio
ns
15-20 7
44
21-25 12
16
17
11
73
26-30 0
13
31-35 1
36-40 3
12
33
29
25
13
18
150
Total
23
Note: Responds results on the basis of where you know Maria. b following are the results of
different age group.
15-20 total respondents are 44, from which friends family tv. Ad and internet have equally
response
21-25 total respondents are 73; from friends and family have greater ratio of people response
26-30 mostly people respond as TV add, family and internet
31-35 age response mostly family and shows
36-40 age mostly response as family, billboards, and internet
Interpret: From above analysis of result it is conclude that Maria b has more word of mouth as
compare to press and fashion shows
64
QUALIFICATION:
Q1:
qualification * familiar with MARIA.B Cross tabulation
Count
familiar with
MARIA.B
yes
no
Total
Metric
Inter
11
11
undergraduate 82
85
graduate
49
49
147
150
qualification primary
Total
Note: Responds results on the basis of are you familiar with Maria. b is the results of different
qualification
Primary: Total respondents are 1, 1 as yes
Metric: total respondents are 4 as yes
Inter: all response yes
Undergraduate total respondents are 85, from which 82 response yes.
Graduate: total respondents are 49, all response yes
Interpret: From above result it shows that all the respondents are familiar with the brand due to
their presence in media.
65
Q2:
qualification * brand prefer the most Cross tabulation
Count
maria b
HSY
khaadi
Total
metric
inter
11
undergraduate 25
14
46
85
graduate
14
26
49
42
26
82
150
Total
Note: Responds results on the basis of which brand you prefer the most are the results of
different qualification
Primary: respondent prefer khaadi
Metric: total respondents are 4, from which 2 prefer khaadi and 2 maria. b.
Inter: mostly people prefer khaadi.
Undergraduate total respondents are 85, from which 46 response as prefer khaadi.
Graduate: total respondents are 49, from which 26 replied as khaadi and 14 as maria. b
Interpret: From above result it shows that on average people prefer khaadi for shopping they
have low price with greater variety and different colors in their product range
66
Q3 a:
qualification * quality of material Cross tabulation
Count
quality of material
moderately
very high high
average
low
moderately
low
metric
inter
11
undergraduate 12
40
27
85
graduate
24
17
49
19
71
50
150
Total
Total
Note: Responds results on the basis of quality of material are the results of different
qualification.
Primary: respondent response low quality of material
Metric: total respondents are 4, from which 3 response moderately high
Inter: mostly people response average.
Undergraduate total respondents are 85, from which 40 response quality as moderately high
Graduate: total respondents are 49, from which 24 replied moderately high
Interpret: From above result it shows that on greater number of people response that quality of
material of Maria. b is moderately high. This will be the perception of people but they did not
shop from here because of prices
67
Q3b:
qualification * quality of stitching Cross tabulation
Count
moderately
very high high
average
low
moderately
low
metric
inter
11
undergraduate 12
45
26
85
graduate
27
15
49
18
77
47
150
Total
Total
Note: Responds results on the basis of quality of stitching are the results of different
qualification
Primary: respondent response low quality of stitching
Metric: total respondents are 4, from which 2 response moderately high 2 as very high
Inter: mostly people response average.
Undergraduate total respondents are 85, from which 45 response quality of stitching as
moderately high
stitching of Maria. b is moderately high.
68
Q3c:
qualification * quality of fabric Cross tabulation
Count
quality of fabric
moderately
very high high
average
low
moderately
low
metric
inter
11
undergraduate 18
33
30
85
graduate
11
17
15
49
29
59
50
10
150
Total
Total
Note: Responds results on the basis of quality of fabric are the results of different qualification .
Metric: total respondents are 4, from which 3 response moderately high
Inter: mostly people response moderately high
Undergraduate total respondents are 85, from which 45 response quality of stitching as
moderately high
Graduate: total respondents are 49, from which 15 replied average 17 as moderately high
fabric of Maria. b is moderately high.
69
Q3d:
qualification * quality of color/print Cross tabulation
Count
v. high
moderately
high
average
low
moderately
low
metric
inter
11
undergraduate 24
27
29
85
graduate
11
14
21
49
37
45
56
11
150
Total
Total
Note: Responds results on the basis of quality of color/prints are the results of different
qualification
Metric: total respondents are 4, from which 2 response as average
Inter: mostly people response average
Undergraduate total respondents are 85, from which 29 response quality of color/prints as
average, 27 as moderately highGraduate: total respondents are 49, from which 21 replied average
color/prints is average
70
Q3e:
qualification * price Cross tabulation
Count
price
moderately
very high high
average
low
moderately
low
metric
inter
11
undergraduate 26
33
25
85
graduate
14
23
10
49
45
63
39
150
Total
Total
Note: Responds results on the basis of quality of price are the results of different qualification
Primary: respondent response moderately high
Metric: total respondents are 4 as very high
Inter: mostly people response moderately high
Undergraduate total respondents are 85, from which 33 response price as moderately high 26 as
very high.
Interpret: From above result it shows that on greater number of people response that price are
moderately high as compare to the competitors brands, and the variety is not really different
71
Q3f:
qualification * convenience Cross tabulation
Count
continence
moderately
very high high
average
low
moderately
low
metric
inter
11
undergraduate 10
33
36
85
graduate
22
14
49
14
60
56
16
150
Total
Total
Note: Responds results on the basis of convenience are the results of different qualification
Primary: respondent response low
Metric: total respondents are 4 2 as moderately high as 2 as average
Inter: mostly people response as average
Undergraduate total respondents are 85, from which 33 response price as moderately high 26 as
very high.
Interpret: From above result it shows that on greater number of people response that the
convenience is moderately high they have a outlet in Lahore and people think going Lahore for
shopping is not a big deal
72
Q4:
qualification * how frequently you visit Cross tabulation
Count
At
least
once
every
two
once in a
weeks month
rarely
Once every 1-3 times or
3 months each year never
11
undergraduate 5
24
17
14
25
85
graduate
13
13
15
49
37
28
32
46
150
Qualificat primary
ion
metric
inter
Total
Total
Note: Responds results on the basis of frequently you visit are the results of different
qualification
Primary: respondent response rank rarely or never
Metric: total respondents are 4 once in every 3 month 1-3 times a year
Inter: mostly people response mostly rarely or never
Undergraduate total respondents are 85 from which 25 response to rarely or never visit and 24
once in a month
Graduate: total respondents are 49, from which 15 replied rarely or never 13 once in 3 month and
3 as once in a month
Interpret: From above result it shows that on greater number of people response rarely or never
that they visit once in a month
73
Q5:
qualification * frequently you shop Cross tabulation
Count
frequently you shop
At least
once every once in a
two weeks month
Once every 1-3 times

3 months
each year
rarely or
never
11
undergraduate 1
29
15
11
29
85
graduate
11
11
17
49
41
27
25
53
150
qualificatio primary
n
metric
inter
Total
Total
Note: Responds results on the basis of frequently you shop are the results of different
qualification
Primary: respondent response rank rarely or never
Metric: total respondents are 4 once in every 2 1-3 times a year
Inter: mostly people response mostly rarely or never
Undergraduate total respondents are 85 from which 29 response to rarely or never visit and 29
once in a month
Graduate: total respondents are 49, from which 11 replied once in a month, 11 once in 1-3
month, and 17 rarely or never
Interpret: From above result it shows that on greater number of people response rarely or never
visited
74
Q6:
qualification * satisfy with price Cross tabulation
Count
satisfy with price
yes
no
metric
inter
11
undergraduate 37
46
85
graduate
22
27
49
65
83
150
Total
Total
Note: Responds results on the basis of satisfy with price the results of different qualification
Primary: respondent response no
Metric: total respondents are 4 and 3 replied as no.
Inter: mostly people response no
Undergraduate total respondents are no
Graduate: total respondents are no
Interpret: From above result it shows response to no because their prices are high as compare to
the competitors brand.
75
Q7:
qualification * satisfy with quality Cross tabulation
Count
satisfy with quality
yes
no
metric
inter
11
undergraduate 54
28
85
graduate
32
15
49
96
49
150
Total
Total
Note: Responds results on the basis of satisfy with quality the results of different qualification
Primary: respondent response yes
Metric: total respondents are 4 both yes or no
Inter: mostly people response yes
Undergraduate total respondents yes
Graduate: total respondents yes to 32 people
Interpret: From above result it shows response to no because their quality is high and no
difference between the competitor
76
Q8:
qualification * communicate about their offering Cross tabulation
Count
strongly
disagree
disagree neutral
agree
strongly agree
metric
inter
11
undergraduate 2
14
36
16
17
85
graduate
18
14
49
22
58
38
26
150
Total
Total
Note: Responds results on the basis of communication about their offering following are the
results of different qualification group.
Primary: respondent response are strongly disagree
Metric: total respondents are 4 2 agree and 2 disagree
Inter: respondents are 11 mostly reply agree
Undergraduate total respondents are 85 36 replied neutral
Graduate: total respondents are 49 from which 18 show neutral response
Interpret: From above analysis of result it is conclude that people dont know how they
communicate through their offerings
77
Q9:
qualification * deliver exactly what promise Cross tabulation

Count
strongly
disagree
disagree neutral
agree
strongly agree
metric
inter
11
undergraduate 3
28
34
13
85
graduate
21
11
49
18
54
50
23
150
Total
Total
Note: Responds results on the basis of deliver exactly what they promise following are the
results of different qualification group.
Primary: respondent response is disagree
Metric: total respondents are 4, 2 agree
Inter: respondents are 11 mostly reply neutral
Undergraduate total respondents are 85 34 replied agree, 28 neutral
Interpret: From above analysis of result it is conclude that people dont know how what they
are delivering
78
Q10:
qualification * positive relation with community Cross tabulation
Count
strongly
disagree
disagree neutral
agree
strongly agree
metric
inter
11
undergraduate 1
32
29
15
85
graduate
12
22
49
19
50
57
22
150
Total
Total
Note: Responds results on the basis of positive relation with community following are the
results of different qualification
Primary: respondent response is neutral
Metric: total respondents are 4, 3 neutral
Graduate: total respondents are 49 from which 22 show agree response
Interpret: From above analysis of result it is conclude Maria. b has a positive relation and
impact on community
79
Q11:
qualification * advertisement is generally informative Cross tabulation
Count
strongly
disagree
disagree neutral
agree
strongly agree
metric
inter
11
undergraduate 2
20
35
18
10
85
graduate
24
49
30
49
48
18
150
Total
Total
Note: Responds results on the basis of informative advertisement following are the results of
Primary: respondent response is agree
Metric: total respondents are 4, 2 disagree
Interpret: From above analysis of result it is conclude Maria. b advertisement has more neutral
response.
80
Q12:
qualification * the advertisement is reliable source of information Cross tabulation
Count
strongly
disagree
disagree neutral
agree
strongly agree
metric
inter
11
undergraduate 4
10
28
30
13
85
graduate
13
18
49
19
45
55
22
150
Total
Total
Note: Responds results on the basis of informative and reliable source of information
advertisement following are the results of different qualification
Primary: respondent response is neutral
Metric: total respondents are 4, 2 disagree and 2 agree
Interpret: From above analysis of result it is conclude Maria. b advertisement is informative
81
Q13:
qualification * quality is different from others brands Cross tabulation
Count
strongly
disagree
disagree neutral
agree
strongly agree
metric
inter
11
undergraduate 3
14
32
25
11
85
graduate
21
12
49
24
57
42
18
150
Total
Total
Note: Responds results on the basis of quality different from other brands following are the
Primary: respondent response is disagree
Metric: total respondents are 4, 2 strongly agree
Inter: respondents are 11 4 replies agree, and 4 agree
Interpret: From above analysis of result it is conclude Maria. b is not different from other brand
they have no unique feather that can be differentiated
82
Q14a:
qualification * brand awareness about maria b lawn Cross tabulation
Count
strongly moderately weak
not applicable
metric
inter
11
undergraduate 23
48
10
85
graduate
11
31
49
37
90
17
150
Total
Total
Note: Responds results on the basis of awareness about Maria. b following are the results of
Primary: respondent response is weak
Metric: total respondents are 4, 3 response moderately
Inter: respondents are 11 8 replies moderate
Undergraduate total respondents are 85 48 replied moderate
Graduate: total respondents are 49 from which 31 show moderate response
Interpret: From above analysis of result it is conclude Maria. b awareness is moderate
83
Q14b:
qualification * maria b embroidery Cross tabulation
Count
maria b embroidery
not applicable
metric
inter
11
undergraduate 25
42
14
85
graduate
13
30
49
42
82
20
150
Total
Total
Note: Responds results on the basis of awareness about Maria. b embroidery following are the
Metric: total respondents are 4, 2 response strong
Inter: respondents are 11, 9 replies moderate
Graduate: total respondents are 49 from which 30 show moderate response
Interpret: From above analysis of result it is conclude Maria. b awareness of embroidery
products is moderate
84
Q14c:
qualification * bridal wear Cross tabulation
Count
bridal wear
not applicable
metric
inter
11
undergraduate 21
31
20
12
85
graduate
10
18
16
49
37
52
40
20
150
Total
Total
Note: Responds results on the basis of awareness about Maria. Bridal wear following are the
Primary: respondent response is moderate
Metric: total respondents are 4, 2 response strong
Inter: respondents are 11, replies moderate, strong, and weak equally
Graduate: total respondents are 49 from which 18 show moderate response, 16 weak
Interpret: From above analysis of result it is conclude Maria. b awareness of bridals wear
products is moderate because they are not much focusing on the bridal wear recently
85
Q14d:
qualification * cotton clothing Cross tabulation
Count
cotton clothing
not applicable
metric
inter
11
undergraduate 17
37
27
85
graduate
24
11
49
27
68
43
12
150
Total
Total
Note: Responds results on the basis of awareness about Maria. Cotton wear following are the
Metric: total respondents are 4, all response as weak
Inter: respondents are 11, replies mostly reply moderate
Graduate: total respondents are 49 from which 24 show moderate response,
Interpret: From above analysis of result it is conclude Maria. b awareness of cotton products is
moderate
86
Q14e:
qualification * linen and pashmina Cross tabulation
Count
linen and pashmina
not applicable
metric
inter
11
undergraduate 12
36
25
11
85
graduate
21
14
49
21
64
42
20
150
Total
Total
Note: Responds results on the basis of awareness about Maria. pashmina wear following are
the results of different qualification
Metric: total respondents are 4, moderate response
Inter: respondents are 11, replies mostly reply moderate
Graduate: total respondents are 49 from which 21 show moderate response,
Interpret: From above analysis of result it is conclude Maria. b awareness of pashmina also
moderate
87
Q15a:
qualification * personality scale sincerity Cross tabulation
Count
personality scale sincerity
moderately
very high high
average
low
moderately
low
metric
inter
11
undergraduate 24
36
21
85
graduate
24
17
49
35
65
44
150
Total
Total
Note: Responds results on the basis of personality scale sincerity following are the results of
Primary: respondent response is average
Metric: total respondents are 4, moderate high mostly
Inter: respondents are 11, replies mostly reply very high and average
Undergraduate total respondents are 85 36 replied moderately high
Graduate: total respondents are 49 from which 24 show moderate high response,
Interpret: From above analysis of result it is conclude Maria. b sincerity also moderate high
88
Q15b:
qualification * excitement Cross tabulation
Count
excitement
moderately
very high high
average
low
moderately
low
metric
inter
11
undergraduate 16
27
35
85
graduate
16
20
49
28
47
61
13
150
Total
Total
Note: Responds results on the basis of personality scale excitement following are the results of
Metric: total respondents are 4, very high
Inter: respondents are 11, replies mostly reply average
Undergraduate total respondents are 85 35 replied average
Graduate: total respondents are 49 from which 20 show average rank response,
Interpret: From above analysis of result it is conclude Maria. b excitement is average
89
Q15c:
qualification * competence Cross tabulation
Count
competence
moderately
very high high
average
low
moderately
low
metric
inter
11
undergraduate 23
32
24
85
graduate
23
16
49
29
59
47
14
150
Total
Total
Note: Responds results on the basis of personality scale competence following are the results of
Primary: respondent response is low
Metric: total respondents are 4, 2 as low ranked
Graduate: total respondents are 49 from which 23 show high rank response,
Interpret: From above analysis of result it is conclude Maria. b competence is moderately high
90
Q15d:
qualification * sophisticated Cross tabulation
Count
sophisticated
moderately
very high high
average
moderately
low
metric
inter
11
undergraduate 18
36
25
85
graduate
20
19
49
30
58
49
12
150
Total
Total
Note: Responds results on the basis of personality scale sophisticated following are the results
of different qualification
Metric: total respondents are 4, 3 ranked very high
Graduate: total respondents are 49 from which 20 show moderately high rank response,
Interpret: From above analysis of result it is conclude Maria. b sophisticated look is moderately
high
91
Q15e:
qualification * taught Cross tabulation
Count
taught
moderately
very high high
average
moderately
low
metric
inter
11
undergraduate 14
24
36
10
85
graduate
18
20
49
19
45
65
20
150
Total
Total
Note: Responds results on the basis of personality scale taught following are the results of
Metric: total respondents are 4, 3 ranked average
Undergraduate total respondents are 85 36 replied average
Graduate: total respondents are 49 from which 20 show average rank response,
Interpret: From above analysis of result it is conclude Maria. b taught look is average
92
Q16:
qualification * where you know maria.b Cross tabulation
Count
T.
Billboar internet Magazi Fashion
Friends family T.V.Ad ds
web sites ne
Shows
Exhibitio
ns
11
undergrad 12
uate
15
15
21
10
85
graduate 6
13
12
49
33
29
25
13
18
150
qualificat primary
ion
metric
inter
Total
Total
23
Note: Responds results on the basis of where you know Maria.b brand following are the
Primary: respondent response is friend
Metric: total respondents are 4, response is friends
Inter: respondents are 11, replies mostly reply family,
Undergraduate total respondents are 85 TV ads internet website, family
Graduate: total respondents are 49 from 12 replied tv ad, 13 as family,
Interpret: From above analysis ms brand by family or friends, and in most people are
recommended that 15-20 age have internet website coverage
93
INCOME:
Q1:
income * familiar with MARIA.B Cross tabulation

Count
familiar with
MARIA.B
yes
no
Total
income 30,00050,000
15
17
50,00070,000
19
19
70,00090,000
47
47
above
100,000
66
67
147
150
Total
Note: Responds results on the basis of are you familiar with Maria. b is the results of different
income group
30,000-50,000: Total respondents are 17 , 15 as yes
50,000-70,000: Total respondents are 19, all says yes
70,000-90,000: all response yes
Above 100,000: total respondents are 67, from which 66 response yes.
Interpret: From above result it shows that all the respondents are familiar with the brand due to
their presence in media.
94
Q2:
income * brand prefer the most Cross tabulation
Count
maria b
HSY
khaadi
Total
income 30,000-50,000
12
17
50,000-70,000
10
19
70,000-90,000
14
29
47
above
100,000
20
16
31
67
42
26
82
150
Total
Note: Responds results on the basis of are you brand prefers the most are the results of
different income group
30,000-50,000: Total respondents are 17, 12 prefer khaadi
50,000-70,000: Total respondents are 19, 10 prefer khaadi
70,000-90,000: total respondents are 47 from which 31 prefer khaadi and 14 prefer maria.b
Above 100,000: total respondents are 67, from which 31 prefer khaadi as a brand and 20 as
Maria. b and 16 as hsy
Interpret: From above result it shows that greater number of respondents are preferring khaadi
as a brand the number is really huge because there are having a good strategy and give
excitement to customer which Maria. b lacks these days in trend changing environment
95
Q3A:
income * quality of material Cross tabulation
Count
quality of material
very
high
moderately
high
average
Total
moderately
low
low
income 30,00050,000
14
17
50,00070,000
19
70,00090,000
16
21
47
above
100,000
32
21
67
19
71
50
150
Total
Note: Responds results on the basis of are you quality of material are the results of different
income group
30,000-50,000: Total respondents are 17, 14 rank quality as moderately high
50,000-70,000: Total respondents are 19, 9 rank as moderately high quality
70,000-90,000: total respondents are 47 from which 21 rank as average 16 as moderately high
Above 100,000: total respondents are 67, from which 32 as moderately high qualities 21 as
average.
Interpret: From above result it shows that greater number of respondents response about
quality is moderately high. They think Maria. b as a competing brand
96
Q3b:
income * quality of stitching Cross tabulation
Count
very
high
moderately
high
average
Total
moderately
low
low
income 30,00050,000
12
17
50,00070,000
19
70,00090,000
19
17
47
above
100,000
39
19
67
18
77
47
150
Total
Note: Responds results on the basis of are you quality of stitching are the results of different
income group
30,000-50,000: Total respondents are 17, 12 rank quality as moderately high
50,000-70,000: Total respondents are 19, 7 rank as moderately high quality of stitching and 8 as
average
average.
quality of stitching is moderately high. They think Maria. b as a competing brand
97
Q3c:
income * quality of fabric Cross tabulation
Count
quality of fabric
very
high
In:
come
Total
moderately
high
average
Total
moderately
low
low
30,00050,000
11
17
50,00070,000
11
19
70,00090,000
16
17
47
above
100,000
14
21
26
67
29
59
50
10
150
Note: Responds results on the basis of are you quality of fabric are the results of different
income group
30,000-50,000: Total respondents are 17, 11 rank quality of fabric as moderately high
50,000-70,000: Total respondents are 19, 11 rank as moderately high quality of stitching and 4 as
average
average.
quality of fabric is moderately high. They think Maria. b as a competing brand
98
Q3d:
income * quality of color/print Cross tabulation
Count
v. high
moderately
high
average
Total
moderately
low
low
income 30,00050,000
17
50,00070,000
19
70,00090,000
13
13
17
47
above
100,000
12
22
27
67
37
45
56
11
150
Total
Note: Responds results on the basis of are you quality of prints/colors are the results of
30,000-50,000: Total respondents are 17, 6 rank quality of prints as very high, 6 rank as average
and 5 as moderately high
50,000-70,000: Total respondents are 19, 6 rank quality of prints as very high, 6 rank as average
and 6 as moderately high
70,000-90,000: total respondents are 47 from which 17 rank as average 13 as moderately high,
13 as very high
average.
quality of prints and colors are average
99
Q3e:
income * price Cross tabulation
Count
price
very
high
moderately
high
Total
average
moderately
low
low
income 30,00050,000
17
50,00070,000
19
70,00090,000
10
24
12
47
above
100,000
22
27
17
67
45
63
39
150
Total
Note: Responds results on the basis of are you prices are the results of different income group
30,000-50,000: Total respondents are 17, 5 rank prices as very high, 6 rank as average and 6 as
moderately high
50,000-70,000: Total respondents are 19, 8 rank price as very high, 4 rank as average and 6 as
moderately high
70,000-90,000: total respondents are 47 from which 12 rank as average 24 as moderately high,
10 as very high
Above 100,000: total respondents are 67, from which 27 as moderately high qualities
Interpret: From above result it shows that greater number of respondents response about price
is high. They need to decrease the prices.
100
Q3f:
income * continence Cross tabulation
Count
continence
very
high
moderately
high
average
Total
moderately
low
low
income 30,00050,000
17
50,00070,000
19
70,00090,000
17
17
47
above
100,000
28
24
67
14
60
56
16
150
Total
Note: Responds results on the basis of are you convenience the results of different income group
30,000-50,000: Total respondents are 17, 9 ranks convince as moderately high
50,000-70,000: Total respondents are 19, 9 rank as average and 6 as moderately high
Above 100,000: total respondents are 67, from which 28 as moderately high qualities, 24 as
average
convenience is moderately high. They need to decrease the prices.
101
Q4:
income * how frequently you visit Cross tabulation
Count
At least once
every two
weeks
once in a
month
Once every 3
months
Total
1-3 times
each year
rarely or
never
income 30,00050,000
17
50,00070,000
19
70,00090,000
10
21
47
above
100,000
17
16
19
12
67
37
28
32
46
150
Total
Note: Responds results on the basis of are you frequently you visit maria. b the results of
30,000-50,000: Total respondents are 17, 6 once in a month and 5 responses rarely or never.
50,000-70,000: Total respondents are 19, 8 response rarely or never
70,000-90,000: total respondents are 47 from which 21 response rarely or never
Above 100,000: total respondents are 67, from which 19 1-3 times a year and 17 as once in a
month
Interpret: From above result it shows that greater number of respondents response them rarely
or never visit maria. b other category of compare less majority said they visit once in a month I
think the respondents are loyal customer
102
Q5:
income * frequently you shop Cross tabulation
Count
frequently you shop
At least once
every two
weeks
once in a
month
Once every 3
months
Total
1-3 times
each year
rarely or
never
income 30,00050,000
17
50,00070,000
19
70,00090,000
12
21
47
above
100,000
21
14
12
19
67
41
27
25
53
150
Total
Note: Responds results on the basis of are you frequently you shop Maria. b the results of
30,000-50,000: Total respondents are 17, 6 once in a month and 5 responses rarely or never.
50,000-70,000: Total respondents are 19, 8 response rarely or never
70,000-90,000: total respondents are 47 from which 21 response rarely or never
Above 100,000: total respondents are 67, from which 19 rarely or never and 21 as once in a
month
Interpret: From above result it shows that greater number of respondents response them rarely
or never shop Maria. b other category of compare less majority said they visit once in a month I
think the respondents are loyal customer
103
Q6:
income * satisfy with price Cross tabulation
Count
satisfy with price
yes
no
Total
income 30,00050,000
11
17
50,00070,000
11
19
70,00090,000
16
31
47
above
100,000
32
35
67
62
88
150
Total
Note: Responds results on the basis of are you satisfy with price are the results of different
income group
30,000-50,000: Total respondents are 17, 11 as no
50,000-70,000: Total respondents are 19, all says no
70,000-90,000: 31 respondents says no
Above 100,000: total respondents are 67, from which 32 response yes and 35 as no.
Interpret: From above result it shows that customer is not satisfy with their prices they have to
come up with different pricing strategy
104
Q7:
Total
yes
no
income 30,000-50,000
12
17
50,000-70,000
12
19
70,000-90,000
31
16
47
above
100,000
42
25
67
97
52
150
Total
Note: Responds results on the basis of are you satisfy with quality are the results of different
income group
30,000-50,000: Total respondents are 17, 12 as yes
50,000-70,000: Total respondents are 19, 12 as yes
70,000-90,000: 31 respondents says yes
Above 100,000: total respondents are 67, from which 42 response yes and 35 as yes.
Interpret: From above result it shows that customer is satisfy with their quality
105
Q8:
income * communicate about their offering Cross tabulation
Count
strongly
disagree
disagree
neutral
Total
strongly
agree
agree
income 30,00050,000
17
50,00070,000
19
70,00090,000
24
47
above
100,000
14
21
23
67
22
58
38
26
150
Total
Note: Responds results on the basis of are you communicate about their offering the results of
30,000-50,000: Total respondents are 17, 7 rank neutral 4 as strongly agree
50,000-70,000: Total respondents are 19, 8 strongly agree and 6 as neutral
70,000-90,000: total respondents are 47 from which 24 rank as neutral 9 as agree
Above 100,000: total respondents are 67, from which 23 rank as agree 21 as neutral
Interpret: From above result it shows that greater number of respondents maria. b
communicates about their offering as neutral.
106
Q9:
income * deliver exactly what promise Cross tabulation
Count
strongly
disagree
disagree
neutral
Total
strongly
agree
agree
income 30,00050,000
17
50,00070,000
19
70,00090,000
15
19
47
above
100,000
23
23
67
18
54
50
23
150
Total
Note: Responds results on the basis of are you deliver exactly what they promise results of
30,000-50,000: Total respondents are 17, 9 rank neutral 5 as strongly agree
50,000-70,000: Total respondents are 19, 5 agree and 7 as neutral
Interpret: From above result it shows that greater number of respondents maria. b delivers
which promise is neutral because people did think that there is any promising factor in maria. b
brand
107
Q10:
income * positive relation with community Cross tabulation
Count
strongly
disagree
disagree
neutral
Total
strongly
agree
agree
income 30,00050,000
17
50,00070,000
19
70,00090,000
16
20
47
above
100,000
11
22
26
67
19
50
57
22
150
Total
Note: Responds results on the basis of are you positive relation with community results of
30,000-50,000: Total respondents are 17, 7 rank neutral 5 as agree
50,000-70,000: Total respondents are 19, 6 as strongly agree and 5 as neutral, 6 as agree
Interpret: From above result it shows that greater number of respondents agree to that they
have a positive relation with community
108
Q11:
income * advertisement is generally informative Cross tabulation
Count
strongly
disagree
disagree
neutral
Total
strongly
agree
agree
income 30,00050,000
17
50,00070,000
19
70,00090,000
13
12
16
47
above
100,000
14
31
13
67
30
54
43
18
150
Total
Note: Responds results on the basis of are you advertisement is informative results of different
income group
50,000-70,000: Total respondents are 19, 6 as agree and 5 as neutral, 5 as strongly agree
70,000-90,000: total respondents are 47 from which 13 disagree 16 as agree, 12 neutral
Above 100,000: total respondents are 67; from which 31 rank as neutral, 14 as disagree
Interpret: From above result it shows that greater number of respondents neutral to
109
Q12:
income * the advertisement is reliable source of information Cross tabulation
Count
strongly
disagree
disagree
neutral
Total
strongly
agree
agree
income 30,00050,000
17
50,00070,000
19
70,00090,000
16
19
47
above
100,000
15
17
26
67
19
45
55
22
150
Total
Note: Responds results on the basis of are you advertisement is reliable source of information
results of different income group
50,000-70,000: Total respondents are 19, 6 as neutral, 6 as strongly agree
70,000-90,000: total respondents are 47 from which 19 as agree, 16 as neutral
Above 100,000: total respondents are 67; from which 17 rank as neutral, 26 as agree
Interpret: From above result it shows that greater number of respondents agreeing that
advertisement is a reliable source of information.
110
Q13:
income * quality is different from others brands Cross tabulation
Count
strongly
disagree
disagree
neutral
Total
strongly
agree
agree
income 30,00050,000
17
50,00070,000
19
70,00090,000
20
14
47
above
100,000
15
20
21
67
24
49
50
18
150
Total
Note: Responds results on the basis of are you quality is different from other brands results of
30,000-50,000: Total respondents are 17, 5rank neutral 7 as agree
50,000-70,000: Total respondents are 19, 4 as neutral, and 8 as agree
70,000-90,000: total respondents are 47 from which 14 as agree, 20 as neutral
Above 100,000: total respondents are 67; from which 20 rank as neutral, 21 as agree
Interpret: From above result it shows that greater number of respondent does agree that quality
has a minor difference but most of the people also response at neutral they dont think that
quality is different.
111
Q14a:
income * brand awareness about maria b lawn Cross tabulation
Count
strongly moderately
weak
Total
not applicable
income 30,00050,000
11
17
50,00070,000
10
19
70,00090,000
11
27
47
above
100,000
17
42
67
37
90
17
150
Total
Note: Responds results on the basis of are you brand awareness of Maria. b lawn results of
30,000-50,000: Total respondents are 17, 11 replied as moderate
70,000-90,000: total respondents are 27 replied as moderate and 11 as strong
Above 100,000: total respondents are 67; from 42 respondents rank as moderate
Interpret: From above result it shows that greater number of respondent that maria. b brand
awareness is moderate
112
Q14b:
income * maria b embroidery Cross tabulation
Count
maria b embroidery
strongly moderately
Total
not
applicable
weak
income 30,00050,000
11
17
50,00070,000
14
19
70,00090,000
13
25
47
above
100,000
21
32
11
67
42
82
20
150
Total
Note: Responds results on the basis of are you brand awareness of embroidery results of
70,000-90,000: total respondents are 25 replied as moderate and 13 as strong
awareness of maria. b embroidery is moderate
113
Q14c:
income * bridal wear Cross tabulation
Count
bridal wear
strongly moderately
weak
Total
not applicable
income 30,00050,000
17
50,00070,000
19
70,00090,000
20
12
47
above
100,000
17
21
17
11
67
37
52
40
20
150
Total
Note: Responds results on the basis of are you brand awareness of bridal wear results of
50,000-70,000: Total respondents are 19, 9 replied as weak
70,000-90,000: total respondents are 20 replied as moderate and 12 as weak
awareness bridal is moderate
114
Q14d:
income * cotton clothing Cross tabulation
Count
cotton clothing
strongly moderately
Total
not
applicable
weak
income 30,00050,000
10
17
50,00070,000
19
70,00090,000
11
16
14
47
above
100,000
33
22
67
27
68
43
12
150
Total
Note: Responds results on the basis of are you brand awareness of cotton clothing results of
Interpret: From above result it shows that greater number of respondent that Maria. b brand
awareness cotton clothes is moderate
115
Q14e:
income * linen and pashmina Cross tabulation
Count
linen and pashmina
strongly moderately
weak
Total
not applicable
income 30,00050,000
14
17
50,00070,000
19
70,00090,000
19
12
10
47
above
100,000
12
22
24
67
21
64
42
20
150
Total
Note: Responds results on the basis of are you brand awareness of pashmina clothing results
of different income group
awareness pashmina is moderate
116
Q15a:
income * personality scale sincerity Cross tabulation
Count
personality scale sincerity
very
high
moderately
high
average
Total
moderately
low
low
income 30,00050,000
17
50,00070,000
19
70,00090,000
11
18
15
47
above
100,000
15
29
22
67
35
65
44
150
Total
Note: Responds results on the basis of are you brand scale sincerity results of different income
group
30,000-50,000: Total respondents are 17, 9 replied as moderately high
50,000-70,000: Total respondents are 19, 9 replied as moderate high
70,000-90,000: total respondents are 18 replied as moderate high and 15 as average
Above 100,000: total respondents are 67; from 29 respondents rank as moderately high
sincerity is moderately high
117
Q15b:
income * excitement Cross tabulation
Count
excitement
very
high
moderately
high
average
Total
moderately
low
low
income 30,00050,000
17
50,00070,000
19
70,00090,000
12
21
47
above
100,000
13
19
28
67
28
44
64
13
150
Total
Note: Responds results on the basis of are you brand scale excitement results of different
income group
30,000-50,000: Total respondents are 17, 7 replied as moderately high, 8 replied average
50,000-70,000: Total respondents are 19, 7 replied as average
Above 100,000: total respondents are 67; from 28 respondents rank as average
excitement is average they dont have any Wahoo factor to make customer excited
118
Q15c:
income * competence Cross tabulation
Count
competence
very
high
moderately
high
average
Total
moderately
low
low
income 30,00050,000
17
50,00070,000
19
70,00090,000
14
18
47
above
100,000
14
30
15
67
29
59
47
14
150
Total
Note: Responds results on the basis of are you brand scale competence results of different
income group
50,000-70,000: Total respondents are 19, 7 replied as average, 9 moderately high
competence is moderately high
119
Q15d:
income * sophisticated Cross tabulation
Count
sophisticated
very
high
moderately
high
average
Total
moderately
low
low
income 30,00050,000
17
50,00070,000
19
70,00090,000
13
19
47
above
100,000
15
28
20
67
30
58
49
12
150
Total
Note: Responds results on the basis of are you brand scale sophisticated results of different
income group
sophisticated is moderately high
120
Q15e:
income * taught Cross tabulation
Count
taught
very
high
moderately
high
Total
average
moderately
low
Low
income 30,00050,000
17
50,00070,000
11
19
70,00090,000
12
18
10
47
above
100,000
20
29
67
19
45
65
20
150
Total
Note: Responds results on the basis of are you brand scale taught results of different income
group
Above 100,000: total respondents are 67; from 29 respondents rank as average
taught is average ranked
121
Q16:
income * where you know maria.b Cross tabulation

Count
Tota
l

T.
interne
Fashio
Friend famil T.V.A Billboard t web Magazin
n
Exhibition
s
y
d
s
sites
e
Shows
s
30,000
incom e
50,000
17
50,000
70,000
19
70,000
90,000
47
above
100,00
0
11
17
12
10
67
23
33
29
25
13
18
150
Total
Note: Responds results on the basis of are you where you know Maria. b brand replied of
30,000-50,000: Total respondents are 17, 6 replied tv ad, 4 family
50,000-70,000: Total respondents are 19, 6 replied internet website, tv ad, family and friends
70,000-90,000: total respondents are 8 replied magazines, 7 internet website, 7 tv ad, family and
friends
Above 100,000: total respondents are 67; 17 family, 11 friends, tv ad, and fashion show 10
knows about this brand from family, friends, internet websites, and tv ad
122
VARIABLES COMBINE CROSS TAB: QUALITY
age * quality Cross tabulation

Count
quality
1
Total
3
age 1520
10
44
2125
10
10
73
2630
13
3135
3640
12
14
10
26
12
13
18
14
16
150
Total
123
qualification * quality Cross tabulation

Count
quality
Total
3 3 3
3 3 4
0 0
0 0
metric
0 0
0 0
inter
1 1
1 2
11
undergraduate
5 16
8 10 2
9 2
85
graduate
6 1
49
3 14 10 26 12 13 18 6 14 16 5
150
Total
7 3
income * quality Cross tabulation

Count
quality
1
Total
3
30,000income 50,000
17
50,00070,000
19
70,00090,000
47
above
100,000
4 13
67
3 14 10 26 12 13 18
6 14 16
150
Total
124
VARIABLES COMBINE CROSS TAB: BRAND AWARENESS:
age * BA Cross tabulation

Count
BA
Total
1.00 1.20 1.40 1.60 1.80 2.00 2.20 2.40 2.60 2.80 3.00 3.20 3.40 3.60 3.80 4.00
age 15-20 0
10
44
21-25 3
17
13
73
26-30 0
13
31-35 0
36-40 0
12
12
15
18
30
22
17
150
Total
qualification * brand awareness Cross tabulation

Count
brand awareness
1
2 2 2
3 3 3
0 0
0 0
metric
0 0
0 1
inter
4 2
1 1
11
undergraduate
5 12
9 17 2 13
9 3
85
graduate
7 4
49
2 12 15 18 30 6 22 17 9
150
Total
125
Total
9 2
income * brand awareness Cross tabulation

Count
brand awareness
1
Total
3
30,000income 50,000
17
50,00070,000
19
70,00090,000
47
above
100,000
8 13
3 14
67
2 12 15 18 30
6 22 17
150
Total
126
VARIABLES COMBINE CROSS TAB: BRAND PERSONALITY SCALE :
age * brand personality scale Cross tabulation

Count
brand personality scale
1
Total
3
age 1520
44
2125
7 11
73
2630
13
3135
3640
12
5 11 10 10 19 18 17 10 11 18
150
Total
127
qualification * brand personality scale Cross tabulation

Count
Total
1 1
3 3 3 4 4 4 5
0 0
0 1 0 0 0 0 0
metric
0 0
0 0 1 0 0 0 0
inter
1 0
3 0 0 0 0 1 0
11
undergraduate 2 5 11
9 13
8 1 2 1 1 2 1
85
graduate
6 10
7 1 0 3 2 0 0
49
4 5 11 10 10 19 18 17 10 11 18 3 3 4 3 3 1
150
1 0
Total
income * brand personality scale Cross tabulation

Count
1
Total
3
30,000income 50,000
17
50,00070,000
19
70,00090,000
47
above
100,000
7 10
67
5 11 10 10 19 18 17 10 11 18
150
Total
128
ANALYSIS:
Overall an image analysis of the brand by identifying the strengths and weaknesses of the brand:
OPPORTUNTITIES
1: Expand into emerging
economies
2: Enter new product markets
3: Acquire more companies
4: Expand stand-alone stores
THREATS
1: Competitors
2: New entrants
3: Economic recession
4: Political situation
5: International economies and
trade restrictions
6: Emergence of entrants
STRENGTHS
1: wide product line
2: strong brand recognition
3: centralized management
3: own team of designers
4: unique designs
WEAKNESS
1: No mission statement
2: No written vision statement
3: Lack of brand idea sharing
4: Weak advertisement efforts
1: Expand to the northern areas

of the country
2: Increase online selling to
foreign countries
1: Increase print advertisement

and e-marketing to attract
markets like India, China as
well as the local market.
1: Target niche markets in the

country that is not being
targeted by competitors.
2: Advertise on brand quality
and corporate social
responsibility to increase
customer loyalty.
1: Work on making a written

vision and mission statement
and project it to make the
MARIA B. identity.
2: Increase collaboration,
cohesion and idea sharing
between local designers.
As its a name of a person so it is easy to recognize by the customers
POPS:
Product categories
PODS:
129
Which pop and pods are strong?

Strong pop means that the point which is continuously maintained and it becomes your symbol
of differentiation from other or accurate from the brand. The price of the brand products is high
and they are giving high quality.
Favorable:
The favorable brand element is one which gives value to the product quality and vast varieties of
product range are the brand favorable factors
Uniqueness:
Brand uniqueness of Maria. b The accrue a traditional styles, sophisticated look.
QUESTIONNAIRE ANALYSIS:
How has brand management been conducted to create to desire Pops pods?
Are the brand elements consistent?
From the analysis we compute the brand awareness of Maria. B products are moderate as per the
customer analysis, they have a consistent strategy about pricing and quality, the brand
association is through name as her own and the color, created the sophisticated look.
How planning and execution of marketing program supported or strengthening of desired
associations?
Yes by customer analysis the marketing planning and execution of brand is to give customer high
quality in high price. Customer is satisfied with quality but want the prices to be moderate.
Does brand have desired brand awareness?
Recognition: brand reorganization is very high
Brand recall: brand recall is moderate. This is defined by the customer that they prefer
competitor brand more than Maria. B.
Breath: From the breath the brand awareness is high people prefer branded clothing from the
regular traditional non branded clothing.
Depth: depth of the brand is also high the customer recognizes the brand with their name and
logo easily.
Are the customer responds ?
No consumer responds are different than the management hopes greater number of customer
response that they rarely or never shop or 1-3 times a year, and on other side the loyal customer
shop every 3 month but the percentage of non-loyal or rare or never come is higher.
Success: the success of the brand is the loyal customer that shop frequently from the brand.
130
Failures: the brand advertisement is less as compare to their competitors.

Do customer have clear image about the brand?
What are the association prevalent the customer?
The customer has a clear image about the brand but they dont recognize as a favorable.
Customer thinks that there is no uniqueness that differentiates the brand from other brand. There
prices are also high then competitors.
Which association is
Strong: the image of brand made by Maria. B
Favorable: the product range is not favorable and prices are also high e.g. khaadi in analysis
they have quality high as well the
Uniqueness: style of weaving is different, designs and cuts
Established image in mind of customer:
POPS:
Product categories
PODS:
From the customer point of view, they have a strong image but not uniqueness as a brand that
made the brand different from other, that customer prefer their brand more than their
competitors.
131
What is brand management gap?

The main gap with customer and Maria. B brand is that their advertisement strategy is not up to
the mark there is gap between the brand and the customer interaction.
Second is their prices are high the same quality is given by the competitor but with moderate
price and variety is greater than Maria. B.
RECOMMENDATION:
The first they have to manage the marketing strategies of the brand the customer did not
know the brand advertisement prospective, they response the brand advertisement as
average.
Secondly the prices are very high they need to less prices a little
The excitement in brand is very low, no uniqueness of brand is associate with them
which would differentiate them from the other brands and also compentaite them with
price
Brand equity:
Resonance: relation between the brand and the customer is low
Judgment and feeling: the feeling is moderate not excitement about Maria. B product.
Performance and image: the performance of the brand moderate and image is good in loyal
customer prospective
Salience: Maria. B as a well know brand, image is good for loyal customer.
132

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INTRODUCTION:

COMPANY VISION AND GOALS:

VALUE CHAIN ANALYSIS:

Economic recession around world:

As technology become more automated,

As there is a change in lifestyle and taste of the

If society has an older population the cost of

Religion and Culture:

fashion industry; even Abayas are now

Islamic culture so it can affect the trading of

Consumer Behavior Is Changing Rapidly:

Wide Product line(targeting almost every

Expensive cloth the price range is

Awareness of fashion in youth is increasing day

Good quality of products

Low verity for men

New stock every 2 weeks

Active in the market

Segmentation and Target Market

Physical & technology

Political & legal

Social & culture

We are focusing on these age brackets

Young adults (between 19-22 yrs)

Bachelor (between 22-26)

newly married female

Early married female without children

Early married female with tiny children

Grown up but independent female

All females either married or not, independent OR financially secure.

Highly educated or belong to sophisticated elite class.

Upper Upper Class

Upper Middle Class

Upper Lower Class

5-Impots & Exports:

Physical & Technological Factors

Political & Legal Factors

Social & Cultural Factors

Research & Development

Which would include those bridal dresses

which were custom

Formal wear These formal dresses were made keeping Pakistani

These Sami formal dresses is producing for those

who want to wear Maria b dresses in routine event which was

Designed by keeping in view trends

and customer satisfaction.

Products are durable.

Competition Based Pricing:

NON PRICE COMPETITION:

Impact of Price on Other Parties

Price Discounts and Allowances

Policy Adapted By Maria.B

DISTRIBUTION CHANNEL OF MARIA. B:

DIRECT PERSONAL SELLING

COMPANY DEALER RELATIONSHIP

MODIFYING CHANNEL ARRANGEMENTS

Zamzama Boulevard Phase Extension DHA

(Above Old Hot Spot)

The elements of the marketing communications mix

Factors Effecting The Promotion Mix of Maria. B

Note: In the above table shows people that answer yes

age * quality of material Cross tabulation

age * quality of color/print Cross tabulation