4.

0 Marketing strategy

4.1 Target Market

4.1.1 Demographics

 Age : 16 – 25 years old

 Gender : Both male and female
 Education : High school and University students.
 Occupation : University students/practical students
 Allowance (monthly) : RM 400 - RM 1500
 Race & Ethnicity : All races
 Geographical Location: Urban area

4.1.2 Psychographics

 Perception
Casual, stylish, comfortable and good quality clothes with affordable price.

 Learning
Recommendation by friends and siblings, promotions & events, digital and social media
influence.
 Motivation & Needs
Casual wear with nice design, fame, and desire of trendy and comfortable clothes that
makes them looks good and attractive.
 Attitude & Personality
Adventurous, fashion conscious, has own individuality, like to look good with style,
prefer to shop without spending too much of money, like to be the centre of attention, and
loves spending time with friends.
 Lifestyle
Carefree, modern, active, stylish.
 Group Age Gender Brand Type of Product
Childrens 2-13 Both PADINI Authentics Casual / Stylish / Versatile
Fashion style /
Teenagers/
14-18 Both PADINI Authentics
youngsters
younger style / Trendy
Casual luxe / Instant
Adult 19-25 Both PADINI Authentics
style / Stylish /