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Nishat Linen

This document provides information about Nishat Linen Brand Group's presentation. It discusses Nishat Mills Limited's history and operations, including its manufacturing units across Pakistan and retail outlets in multiple countries. It also summarizes Nishat Linen's market position in the female cloth market in Pakistan. Furthermore, it outlines Nishat's business operations process, departmentalization, brand valuation model, SWOT analysis, and answers to questions regarding its target market and marketing strategies.

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M. Amir Riaz
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1K views22 pages

Nishat Linen

This document provides information about Nishat Linen Brand Group's presentation. It discusses Nishat Mills Limited's history and operations, including its manufacturing units across Pakistan and retail outlets in multiple countries. It also summarizes Nishat Linen's market position in the female cloth market in Pakistan. Furthermore, it outlines Nishat's business operations process, departmentalization, brand valuation model, SWOT analysis, and answers to questions regarding its target market and marketing strategies.

Uploaded by

M. Amir Riaz
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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NISHAT LINEN BRAND

GROUP PRESENTATION
• MISHAL ZAHRA FA17-BBA-023
• M AHSAN FA17-BBA-027
• TAIYYABA FA17-BBA-083
• ZUHA KHAN FA17-BBA-103
• HUSSAIN FA17-BBA-0
NISHAT LINEN
• Nishat Mills Limited (Nishat) a flagship company of Nishat Group,
ranks amongst the largest and most successful textile exporters of
the country
• It commenced business as a partnership firm in 1951 and was
incorporated as private limited company in 1959
• It was listed on stock exchange in 1961
• 2nd oldest retailer in Pakistan
• Started retailing in 1999
• 28 manufacturing units all over Pakistan
• 90+ retailing units in Pakistan
• Operations in UAE, CANADA , AMERICA and SAUDIA
OVERVIEW OF FEMALE CLOTH MARKET
• Top 5 brands: KHAADI, J. , NISHAT LINEN, SAPPHIRE, GUL AHMED
• Market leader KHAADI according to sales
• At 2nd rank is J. (combined sales of men and women)
• Otherwise NISHAT (retailer) and GUL AHMED (wholesales) is at 2nd
• SAPPHIRE expanding progressively started retailing from past 3-4 years, it has
20 outlets
BUSINESS OPERATIONS
• Seasons: eid-ul-fiter, eid-ul-azha, summer and winter
• Types of clothes: loose fabric, pack suits and pret shirts
• Process starts 1 year before and ends 6 months before launching
• All units end their work 6 months before and hand over to
retailing unit

Cutting,
Grey cloth spinning and Dying, printing stitching and
production weaving and finishing packing
DEPARTMENTALIZATION

Marketing: social
Planning:
Supply chain: media
amount of
appropriate campaigns,
production,
Production: distribution of consumer
designs amount, Design: digital or
carries out all designs and dealing ,
timelines, total embroidery
production quantities and hoardings before
designs and
stock shuffling seasons launch,
quantities
within units TV commercials,
planned
discounts
BRAND ASSET NISHAT LINEN
VALUATION MODEL
DIFFERENTIATION
• Better quality and don't compromise quality
• Better costumer relationship
• Maintain brand image by lesser sales or discounts
• Performs 80+ operations of business by itself
• Among few brands that have production units along with retailing
units
• Strong organization structure
• Strong departmentalization
RELEVANCE
• Costumer perceived pricing strategy
• Target middle class customers which constitute most of the population
of Pakistan
• Provides complete range of clothing along with shoes and accessories
needed
• Freedom to buy
• Produce bed linen, upholstery and kitchen coordinates
ESTEEM
• Nishat outlets are present at all important shopping centers all over
Pakistan
• Nishat is popular in selling good quality products
• Reflects certain class to customers to enhance their personalities
• As a symbol of prestige
KNOWLEDGE
• Nishat uses social media platform to target the customers
• Hoarding is considered important by Nishat as ignored by other
brands
• Launch numerous advertising campaigns before the season begins
SWOT ANALYSIS Nishat Linen
• Outlets in nearly every city of Punjab and three
outlets in Karachi which is also the business
STRENGTH capital
• Strong product diversification
S • Own power generation plant
• Strong financial position
• Nishat linen is not targeting the lower income group
WEAKNESSES • Less promotional activities
• Small international market share

• New market segments


• Nishat can get into western clothing line and
OPPORTUNITIES children clothing
• New styles and demand

• Political instability
• Change of government polices
THREATS • Intense price competition
• Emerging competition
• Economic downturn
QUESTIONNAIRE Nishat Linen
Why don’t Nishat sale there accessories and products other than pack suits and loose fabrics in
small towns ?  

• Quality is more focused than quantity.


• Big stores generates less sales in small towns.
• Niche market is fabrics.
• Small fabric stores helps to expand on district level.
• Proper Franchise model isn’t build yet.
What’s Nishat’s target market?
• Nishat targets upper middle class.
• Every age group of women other than children.
What Nishat does to satisfy there customers?
• Specific “Customer Relationship department” to maintain
Relationship with customers.
• Asks for feedbacks.
• No Compromise on quality.
• Solves customers problems.
• Restricted to obligations.
• Quick respondents.
Why does Nishat offers less sales and discounts
comparatively?
• It dilutes margin.
• Less sales generates In premium price.
• Distorts brand image.
• Bad for brand reputation in long run.
Tell us about your recent Successful marketing campaign?
• Targeted every age group.
• Focused on matching accessories.
• Made a marketing strategy Tagline “Nishat for all of you”
RECOMMENDATIONS

Also target
Extend product
children in
Improve designing line by adding
readymade
perfumes etc
garments

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