ACKNOWLEDGEMENT

"To Him belongs the dimension of the heavens and the earth, it is He who gives life and

death and He has power over all things."

(Al-Quran)

All praise to Allah who has empowered and enabled us to accomplish the task successfully.

First of all we would like to thanks our Allah Almighty who really helps us in every problem

during the project. We would like to exhibit our sincere and humble gratitude to Almighty who's

Blessing, help and guidance has been a real source of all our achievements in our life.

We have taken efforts in this project. However, it would have not been possible without the kind

support and help of our university mate SHAHBAZ who is floor in charge at Amir Adnan’s

atrium mall outlet and specially Mr. FAIZAN SIDDIQUI the Marketing Manager of Amir

Adnan head office korangi . We would like to extend our sincere thanks to both of them.

We are highly indebted for their guidance and providing necessary information regarding the

project and also for their support and encouragement in completing the project.

At last but not the least our team efforts, supports, cooperation and encouragement showed by

each member in the group with each other.

INTRODUCTION OF THE COMPANY
Amir Adnan started his journey of designer wear twenty eight years ago his initial
outlet in 1990. At that point, they solely had a range of ties. 1990 saw the evolution
of outlet facility wear fashion in Asian nation once Amir Adnan, a business
graduate by profession, stepped resolute understand his own individual vogue, at
the identical time translating it to the strain of a annoyed market. The necessity for
an easy neckwear took him to Italia wherever he trained and came with an inspired
approach to reconstructing this basic accent. In 1992, he designed his initial vary of
jeans, typical denims block written with a touch of quality and launched them in
America. The juxtaposition of 2 on the face of it heterogeneous cultures set the
international market aflame.

Amir Adnan has twenty retailers throughout Asian nation and across the planet.
Out of those retailers, 12 are in city set at swish areas. These retailers are at Park
Towers, Zamzama, KDA and Dolmen Mall. there's a manufactory outlet in
Korangi Industrial space, Karachi, as well; 4 retailers are in Lahore and six in
capital of Pakistan.

Adnan began researching the various dimensions of his recently found passion, and
in 1994, accomplished that fashion to him wouldn't be concerning modernizing
culture however a lot of concerning creating one's identity legendary. His mission
was to revive the Sherwani, the normal long coat, that was buried with the Lords
and Maharajas of yesterday. The trendy day man had adopted the western business
suit because the solely acceptable vision of grooms wear and Adnan vowed to vary
that.

Amir Adnan could be a tiny producing issues manufacturing just about two
hundred totally different things of branded men’s wear daily. The daily production
varies from casual daily wear, formal workplace apparel to heavily embellished
formal or grooms wear. whereas experimenting with diffusion to suit the strain of a
up to date market, the name of Amir Adnan has continually been related to quality
and class, their forte deeply frozen in traditionalism. Amir Adnan, the name behind
the label, supervises the complete team of designers to take care of standards. Once
creating his mark within the Pakistani market, he has currently taken his company
into the international market with fastidiously designed exports. Amir Adnan is
that the initial company to go out with up-market, prime quality dressmaking,
made in tiny and exclusive volumes. Today, nearly a decade later, Amir Adnan's
style philosophy has evolved clearly, creating itself for good on the map. His is
that the largest enterprise of designer consumer goods in Asian nation.

PRODUCT ATTRIBUTES
Amir Adnan's main forte is hand embellishment, exploitation fine silk or metal
thread and incorporating precious and valuable stone, sequins, beads Associate in
Nursing different things of ornamentation to relinquish each ensemble an
unmatched exclusivity. n the tactic of embroidery, 16-18 stitches per in. is
employed altogether product, providing a neater, praise and stronger seam. n All
product are equipped with pearl sew buttons for a far better look and sturdiness. n a
large assortment of materials is employed for each native and international
markets, chosen for each suitableness and elegance. the selection of cloth is that
the customers’.

RETAIL FORMAT
Store Location;

Amir Adnan's outlet is at the bottom floor of Park Towers. Its location in a very
store ensures existing mall traffic. Themall has massive lot and a clean
surroundings. The client flow on weekdays is five to ten customers whereas on
weekends it's ten to fifteen customers. The magnitude relation between potential
customers and browsers is fortieth to sixtieth.

Variety of Store Amir Adnan has 2 store formats.

One is by possession and another by merchandise class.

a) Freelance Store Format By possession, Amir Adnan is Associate in Nursing

freelance store format since Amir Adnan owns all retailers.
b) Shop By merchandise class, Amir Adnan could be a shop. Amir Adnan's
merchandise is slim in line however with a decent depth. They concentrate on
dressmaking product.

RETAIL IMAGE
The retail image mixture of Amir Adnan is as follows:

a) Worker kind and Density

Amir Adnan has four workers engaging at their outlet. Out of those four workers,
one is that the manager. they supply on-job coaching to the employee underneath
the steering of the outlet manager. employee at Amir Adnan's retailers sometimes
speaks English, Arabic and Urdu. The dressing of the workers is formal. Salesmen
aren't allowed to wear casual garments at the outlet. the academic criterion in
hiring of employee is a minimum of Intermediate.

b) Merchandise kind and Density

The class of the merchandise is largely consumer goods for men. The merchandise
vary varies from ties to sherwanis. They even have a range of trousers tunic for
teenagers move of ages one to fourteen. an entire vary of outlet facility consumer
goods is offered altogether sizes. All their merchandise is on show altogether
accessible sizes

c) Fixtures

The outside and interior of Amir Adnan's outlet is extremely engaging and
appealing. the complete outlet is lapidarian wood work, that adds a novel and
exclusive flavor to the outlet. The outlet has mannequins for displaying
merchandise.
d) Sound kind and Density

The sort of music contend in at Amir Adnan's outlet is extremely pleasing and soft
to the ears.

e) Odor kind and Density

They need air resentences to take care of a nice and fresh odor in their outlet.

f) Visual kind and Factors

The lights within the outlet are bright yellow and therefore the color shades
employed in the search are extraordinary. The distinctive wood work adds a lot of
worth to the design of the outlet. In fact, the complete outlet is one in every of its
own kind.

VISUAL SELLING
Amir Adnan's visual selling is extremely appealing that helps in changing the
pedestrian to a browser with a good window show then a browser to a spender.
Amir Adnan enhances the looking expertise by providing the proper atmosphere.
the mixture of fixtures, colors, show shows, graphics, lighting and therefore the
entire theme creates Associate in Nursing everlasting image of the shop. The
visuals of the search facilitate inform the client of latest arrivals within the store.

Amir Adnan's displays embrace exterior and interior displays of the outlet. All the
merchandise is on show, therefore, displays at Amir Adnan play a big role and
attract and facilitate customers to form their shopping for call. Amir Adnan has the
subsequent displays at its outlet:
a) Window Displays Amir Adnan has Associate in Nursing exclusive window
show with closed backcloth. The displays are organized following the seasonal
theme.

b) Detached or Island show The detached shows at Amir Adnan display the newest
arrivals at the shop. they alter displays once each 2 days. There are 3 mannequins
within the outlet.

c) Cascade / falls show Cascade and falls displays at Amir Adnan are gift within
the entire store. most the merchandise is displayed during this fashion.

STORE ATMOSPHERIC STATIC

a) Exterior Amir Adnan's outlet's exterior is formed of wood and is extremely

engaging. The distinctive field façade of the outlet creates a definite identity for
itself. the outside of the shopis handled by the selling department of Amir Adnan.
It changes each two to three months.

b) Collection The collection of Amir Adnan itself is Associate in Nursing identity

of the whole. Amir Adnan uses his own signature as a emblem.

c) Interior the inside of the shop consists of mannequins, fixtures, aisles, lighting
and forms. Its interior permits customers to freely move within the outlet and
consider all product offerings.
Amir Adnan's outlet has been planned in such the way that it optimizes the
marketing space, presents the merchandise and minimizes the non-selling space,
which incorporates circulation area and trial area. {the space|the world|the realm}
mixture of the outlet is sixtieth marketing space and fortieth circulation area and
trial area.

Staple merchandise

Staple merchandise are the distinctive marketing Proposition (USP) of the shop.
dressmaking wear is that the staple sensible at Amir Adnan unbroken at the central
and deeper ends of the shop. Turbans and khussas are accessories that are
oversubscribed with dressmaking wear .

Convenience merchandise

Convenience merchandise at Amir Adnan are kameezes and shirt shalwars.

Impulse Purchase Merchandise Impulse merchandise at Amir Adnan are ties, shirts
and kurtis.

RETAIL AREA MANAGEMENT

Amir Adnan believes effective retail area management could be a key to success.
The shops of Amir Adnan have engaging windows and attractive entrances, that
induces the shoppers to enter the outlet. they need a well laid-out retail floor style.

Their floor style allows a sleek and economical client navigation at intervals the
shop. The selling team at Amir Adnan decides that product ought to be displayed.
The manager of the shop is to blame for area management.

Floor area Management the ground of Amir Adnan is split into 2 sections. One
section of the shop constitutes tunic trousers for youngsters, kurtis, ties, shirts and
a few tunic trousers for men. the value vary of of these product varies from Rs. 990
to Rs. 5,000. The second section constitutes dressmaking wear, tunic trousers with
embroidery and stoles, turbans and khussas. the value vary of the product of this
section starts from Rs. 5,000 to Rs. 800,000. The layout of the Amir Adnan is
specified the shoppers are eventually directed to the exclusive section.

They decide performance of the ground sales and customers’ feedback. The
inventory turnover is just about over eighty - eighty five. If they require to extend
the sales of a specific product, that is new or not being oversubscribed, they place
it within the center of the search to draw in customers.

HOT SPOT, HEAT SPOT AND COLD SPOT ANALYSIS

the new spot of the outlet is that the outlet facility formal wear sectionHot Spot,
heat Spot and Cold Spot Analysis the new spot of the outlet is that the outlet
facility formal wear section of the shop whereas the nice and cozy spot of the shop
is that the casual section. The cold spot of the outlet is that the section of kids'
clothes.

MERCHANDISING
Amir Adnan satisfies each customer's want by providing them the proper product
within the right place, within the right amount, with the right quality, at the proper
value, with the proper mixture of sizes or variants at the proper time. Since it's
involved with attire producing, Amir Adnan needs to arrange often to satisfy the
style trends and to get competitive edge over different indirect competitors like
Junaid Jamshed, shirt Corner, etc.

whereas coming up with for the proper merchandise, Amir Adnan needs to think
about factors like sales, margins and stocks of his product, shopper demands,
availing trends and its competitors. this may facilitate them not solely to remember
of the newest trends however additionally to own a product differentiation that
may lead them to achieve higher margins.
 Higher flip over of concerning 80-85% sometimes demands a better re-order rate,
as a result of they're oversubscribed terribly often. As they need costly product, it's
not appropriate for them to stock plenty of amount of the identical item or styles
e.g. if they create too several kurtas of the identical style and quality it'd ruin their
exclusivity, and would additionally increase their carrying charge which might
lower their margins. On the premise of assortment coming up with, they need
open-to-buy coming up with.

Amir Adnan is providing e-commerce facilities as well; they receive orders from
abroad, that additionally needs a planned procedure for ordering, likewise as for
the fulfillment of overseas client demands. Because the retailers of Amir Adnan
face shortage of area, whenever they are available up with a brand new style, they
send that to the outlet whereas those that aren't in style are sent back to the
manufactory. During this approach, special attention is given to the merchandise
planning as to which products are sent to the outlet and which ones are sent to the
factory.

RETAIL SELLING WAYS

Amir Adnan has been able to produce its brand by the assistance of loyal
customers. Their brand is enough to form footfalls in their store. they need
employed convincing salespeople to form positive that they're able to convert most
browsers into patrons.

A) STIGMATIZATION

The Amir Adnan brand is recognized and accepted everywhere the planet. Amir
Adnan has managed to make its whole by the assistance of a really well outlined
merchandise class that caters to men likewise as girls, worth for cash costs, and
additionally by promoting the latest trends.

Amir Adnan's competitive advantage is that they need been operating for over
fifteen years currently, and that they have created a really well revered and
recognized brand for themselves. They believe that their brand could be a terribly
strong interaction to draw in customers to their outlet. They believe shaping their
target market right from the start. Not solely that, however once shaping their
target market, they need currently been able to expand their market to a wider vary,
due to the boldness of the antecedently earned customers. Amir Adnan is ready to
supply worth proposition to their customers by the assistance of their progressive
embroidery and material. As quoted by mister. Amir Adnan himself, "I take
exquisite components of our culture and synchronize them on trendy silhouettes-
while making certain that the value points back at the product!" therefore, giving
the shoppers worth for his or her cash could be a prime priority for Amir Adnan.
what is more, they believe that by making a powerful brand within the minds of the
shoppers, they're able to produce a definite image of their whole in their minds.

B) POSITIONING

Amir Adnan has positioned itself because the market leader in providing their
customers with quality attire, with traditionalism being their forte. Amir Adnan is
that the initial Pakistani company to go out with up-market, prime quality
dressmaking, made in tiny, exclusive volumes. By gap totally different retailers
within the swish localities of Zamzama and Park Towers, they need been able to
cater to their target market handily, as they believe that the convenience of the
client is extremely necessary. Their workers additionally portray the image of a
really well managed and customer friendly organization.

They need created positive that whenever customers enter one in every of their
retailers, they're able to feel the distinctive atmosphere and standards of Amir
Adnan. they need positioned themselves as trendsetter as far as mens wear is
worried.

PROMOTIONS AND EVENTS

These facilitate the shop to attain its short-run goals. Amir Adnan doesn't indulge
itself in a very ton of promotional events intrinsically. They embellish their
retailers on the occasion of Basant by golf stroke up kites and bright ribbons to
relinquish it a joyous look. On Saint Valentine's Day, they create positive that
bright red color is displayed everywhere their retailers. They even dress their
mannequins with bright and red coloured garments. apart from this, they are doing
not have any reasonably billboards intrinsically anyplace around; they solely have
banners at intervals or outside their retailers. they really believe viva-voce.

ADVERTISING
Advertising in retail involves each above-the-line and belowthe-line
communication. Previously, Amir Adnan accustomed pay plenty of its financial
gain on advertising by golf stroke up print ads in numerous fashion magazines.
however currently they solely advertise in their in-house magazine, and
additionally through billboards planned in their retailers. They additionally believe
heavily on the viva-voce type of publicity. the varied types of advertising are as
follows:

Point Of Sale (Pos) Advertising

a) POS advertising is itself a type of a communication medium because it will be

done at intervals the shop, within the type of materials and activities. POS
materials and activities embrace festoons, buntings, posters, displays etc. that may
be used at intervals the retail premises. At Amir Adnan, they need totally different
billboards putup at their entrance and around their outlet, that showcase the latest
and trendiest styles, worn by engaging models. These billboards are ready by the
selling Department, and are modified monthly. within the designer-wear trade of
Asian nation, Junaid Jamshed is that the leader in POS marketing, whereas, Amir
Adnan has concerning 30- fortieth of the full market share.

b) Advertisement

Advertisements are finished special communication and displays. they're meant to

instantly attract the customer's attention as before long as he or she enters the shop.
At Amir Adnan, as before long as a brand new product is launched, the
mannequins are dressed up within the product. This helps them effectively as
customers will have a sensible read of the merchandise.

c) Packaging

Packaging is that the non-paid advertising mileage that a retail organization gets
through free write-ups in media concerning the store's latest arrivals,
advertisements or any event that the shop or whole has organized to attain its sales
objectives. Amir Adnan has managed to induce plenty of reviews and write-ups
altogether leading magazines and newspapers of Asian nation. they need even
gotten reviews from the Dubai-based newspaper, Khaleej Times.

d) Personal marketing

Sales and repair personnel in a very retail organization are its ambassadors and
communicate the worth proposition of the complete store. the workers at Amir
Adnan are terribly co-operative and friendly, as they're going out of their thanks to
give the highest client service. Their workers are specifically trained to speak to
the shoppers in such the way that their interaction is friendly and effective and also
are able to sell their product while not several issues. They manage to stay the
client engaged within the outlet.
Gap analysis (Issues):
Advertisement:

There promotion and advertisement contribution is much less other their

competitors because for any business, advertisement plans and strategies are
considered as the main strength for capturing the market. But in Amir Adnan
scenario there is no proper photo shoots of their designs as well as for their new
arrivals design product. In this field there are different ways to introduce your
brand such as by organizing fashion shows , by hiring celebrities to promote
their brand or by sponsoring movies but AMIR ADNAN co. doesn’t involve in
such activity.

TARGET SEGMENT:

The another gap that we analyze in their company profile is that they are targeting
only the upper class market which may affects their sale turn over (according to
our judgment).

PRODUCT DEVELOPMENT:

They have very limited products that they are offering .According to our research
they have only two core products first one is groomed package ( sherwani) and the
other one is kurta shalwa which is not enough to satisfy the customer because
now a days there is no doubt that every day , a new competitor is arriving and
tried to capture the market by stacking the customer in the variety of their product.
But AMIR ADNAN have very limited collections and designs ,so customer have
not charm to select their dress from a variety of designs. And at the end the
customers especially the new customers will prefers the other brands.

WESTERN FASHION ;

The another gap that we measure is that they are operating in Pakistan only where
more than half of the majority of the population prefers the western fashion trends
but AMIR ADNAN deals in only eastern dress .people of Pakistan prefers western
clothes but the major focus of the designer A.D is on giving eastern touch to the
outfits. So we think that its OK that your brand especially deals in specific product
but you should introduced western fashion clothes in order to capture the new
customers as well as their existing customer also for generating the profit ratio.

APPROACH TO INTERNATIONAL MARKET:

During our interview , MR. FAIZAN (MANAGER) told us that we are stands at
international market means we are international competitor as well, but we think
so that you are not approaching the international market because there is not any
proper outlets in international market, in fact you are not capturing the customer
of Pakistan market as well we are saying that on the behalf of this reason that your
promotional activities are not as mass level which determine your share in market.
In fect, your brand is not stands at commercialize level as compare to your
competitors so how you can say that your are approaching the international market.

REWAMPING OF FLAWS AND GAP ANALYSIS:

FOCUSING ON ADVERTISEMENT SRATEGY:

The first revamping strategy for AMIR ADNAN is that they should participate in
advertisement strategy, for this we have an idea for them they hire some
advertisement agency or hire employees who can promote their brand at mass
level. By Focusing on different modes of communication such as brand promotion
by the usage of commercial advertisement, by approaching social media web, by
sign boards, by website paid advertisements etc.

MARKET PENETRATION

The another suggestion for AMIR ADNAN is to focus on market d penetration,

because they have only 20 outlets in whole Pakistan which is not enough for
becoming well known brand. For this they have to penetrate their market by
opening new branches and outlets in different cities of Pakistan but these branches
should be on prime location in the market through which customer can
conveniently approach to their brand and products.

NEW PRODUCT DEVELOPMENT:

The another plan for AMIR ADNAN is is to extend their limitation of product.
Here we suggest that they should target the other segment of market as well while
catering the upper class gents outfit clothes (existing market). Here we mean that
they also target the women segment as well. Our suggestion is that they should do
work on bridal wear ,party wear ,casual dresses of both genders in order to
capture market shares. Below is the process suggested for new product
development which should be followed step by step :

Idea Generation:

With the arrival of the new season Amir Adnan and his research and development
team should think of launching a new product which would be in accordance with
the season and also which is consistent with the customers wants. The systematic
search should be conducted in order to find out the new product ideas. Examine the
demands of the customers and the market. After the analysis come up with
different idea about the different products. These include the embroidered sherwani
which is seasonal, changes in the kids wear as its not gaining much of the market
share and customers attractions. Another idea about the new product is of
launching the bridal wear.

Idea screening:

After the triggering of the different ideas the company has to choose one idea to
work-upon further. Different factors should be considered while choosing one idea
of new product. First of all analyzing the sherwani it was found out that already
Amir Adnan is offering simple sherwani and its gaining much the profit for the
company so introducing the embroidered sherwani would be more profitable as
the simple sherwani is. Then thinking about the minor wear it was concluded that
already kids wear is not making that much profit for the company and there are
other many brand in minor wear who are solely doing this business so investing in
this would also not be that much profitable for the company. The last idea left to
ponder on is of bridal wear. This idea seemed to be good for both the customers
and also for the company. Groom wear of Amir Adnan is having a good market
share and people like his deigns and prefer buying his brand so if we would launch
bridal wear along with it then it would also be gaining a good market share.

Concept Development and Testing:

The further step in developing the new product is to define the product concept that
is the detailed view of the idea in terms of the customers. By this the company
actually finds out that how attractive is the new product concept to customers. The
concept of bridal wear could be defined as follows:

A product which has a famous and strong brand name in the fashion world
of Pakistan i-e Junaid Jamshed.

Product would be providing satisfaction to the customers in a way that they
could buy the groom wear and the bridal wear from one place which could
save the time and cost also.

The pattern would reveal the latest fashion which would be according to the
culture of Pakistan.

Continuously testing of the new product in the market is concerned the company
would be launching some of its designs in the different exhibitions taking place in
the Pakistan and then they could easily judge about the product positioning in the
market when it would be actually launched in market.
CONCLUSION / FUTURE OUTLOOK
Amir Adnan is one in every of the leading designers of Asian nation. They need
managed to capture a really massive share of the designer wear market over the
past fifteen years. Its future outlook depicts a really positive and sure-fire image.
Other than having twenty retailers in Asian nation, they need one in port and one in
USA. They still increasing and have plans to own six a lot of retailers in
Mirpurkhas, Faisalabad, Karachi, Lahore, Multan, and Sailkot. If they continue
their activities like business to higher profile segments, maintaining confidence of
their customers, having competitive edge over the competitors, increasing line,
providing additional follow-up advantages to customers, giving incentives to the
workers, maintaining high inventory turnover, issuance Associate in Nursing in-
house magazine, facilitation of e-commerce, they'll before long find yourself with a
lot of bigger profits, and at the identical time achieving their objective of satisfying
customers to the most.

They arrange on dynamic and re-launching their web site because the current
outlook isn't terribly satisfactory. They require to form positive that their web site
provides {the clients|the purchasers|the shoppers} with a really customer friendly
surroundings.

Amir Adnan ought to try to focus a lot of on their marketing and Advertising.
Previously, they accustomed pay plenty of their financial gain on advertising, by
golf stroke up ads in numerous magazines and newspapers. Now, solely print their
ads in their in-house magazine. This extremely restricts their customers, as people
that don't have access to the in-house magazine aren't awake to the new product
launched by Amir Adnan. they ought to still advertise in different magazines
likewise.