SANA SAFINAZ

Marketing Report on:

SANA SAFINAZ

by:
Students’ names &
Registration ID’s
SIMRA KHAN 39764
M.FARAZ SADIQ 39715
HUZAIFA RIAZ 42272
KISA ZEHRA 45355
HAFIZ.M.MUZAMIL 42780

DATE: 16th December 2018

Submitted as mandatory requirement for the course “Principles of Marketing” in the Program,
Bachelor of Business Administration

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TABLE OF CONTENTS
S.N TOPICS PAGE NO.
O
1 COMPANY DESCRIPTION 3-4

2 SWOT ANALYSIS 5-6

3 PRODUCT DESCRIPTION 6-7

4 COMPETITOR ANALYSIS 7-8

5 MARKET SEGMENTATION 9

6 TARGET MARKET 9

7 PRICING STRATEGY 9-10

8 PROMOTION STRATEGY (& POSITIONING) 10-11

9 PLACE (MARKETING CHANNELS/DISTRIBUTION STRATEGY) 11

10 CONCLUSION AND RECOMMENDATIONS 11-12

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COMPANY DESCRIPTION:

INTRODUCTION:

Sana Safinaz is the clothing brand in Pakistan, providing their customers a variant way of

shopping through their outlets and online too. The business was started by two young women

Sana Hashwani and Safina Muneer, the brand is one of the best best brand in clothing industry in

Pakistan. It so difficult for women to work for this kind of business in Pakistan but they still get

there where they want to be. In start, there were few tailors and just small amount of money in

their bags and they never imagine that their business will grow successfully all over Pakistan.

Now both are married and well settled.

They focuses on friendly environment for their customers and value them. They are also selling

clothes online with fast delivery services.

As we got the opportunity to conduct interview with the General Manager Operations Mr. Amir

Khan we were lucky enough to have had the chance to talk about about the managerial approach

used in the company and how they plan to achieve their goals and look forward to their vision

and mission in this century where they have to be very smart to deal with their competitors too.

SANASAFINAZ is a Pakistani fashion and accessories retailer, it was founded in Karachi,

Pakistan in 1989. They are offering ready to wear, unstitched, fabric, pants, accessories. It was

founded by two close friends SANA HASHWANI and SAFINAZ MUNEER in Karachi,

Pakistan.

They are the Pakistan's only luxury retailer offering stylish ready-to-wear and fabrics, elegantly

printed, embroidered, signature, essential, exclusive, black and gold, capsule and bridal. Their

online portal is fulfilling the needs of modern ready to wear dresses, unstitched packaged suits,

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accessories and footwear, delivered all over Pakistan on your door step through worldwide

delivery express.

VISION: The mission of Sana Safinaz is the Fashion innovates with quality they

prefer quality as the key to success.

MISSION: There mission is to Capture the Retail Fashion & Bridal market.

TARGET AUDIENCE:

When asked to describe their target audience audience the interviewee told us that they specially

target women because they are crazy enough in shopping and latest fashion.

They also target low profile customers and bridal customers.

GEOGRAPHICAL LOCATION:

Initially, there geographical location is Pakistan.

FACTORY AND BRANCHES:

Sana Safinaz's factory is located in plot # 07, sector 7/A, Korangi Industrial Area, ( Near Jinnah

Medical Centre), Karachi-Pakistan. They have approximately 33 outlets all over Pakistan and

they are looking forward to add 10 more outlets.

PAYMENTS AND SHIPPING METHODS:

Shipping charges are basically based on weight, size and destination. Any custom duties or

charger will be paid by the customer. Sana safinaaz's is offering free local shipping in Pakistan.

Expected delivery timings are 3 to 5 working days within Pakistan while 6 to 10 working days

internationally.

Address modification is not allowed once the order has been placed.

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Sana safinaaz deliver parcels through call courier within Pakistan while DHL and fedEX

internationally.

It has easy payment method COD, credit card or debit card.

OPERATES:

Sana safinaaz operate their E commerce business through www.sanasafinaz.com.

SWOT ANALYSIS:

STRENGHTS:

 Customer equity

 Supply chain

 Brand name

 Innovation culture

WEAKNESSES:

 Cost structure

 Online presence

 Weak clothing line for men

OPPORTUNITY:

 New product

 New markets

 Increase online presence

THREATS:

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 Intense competition

PRODUCT DESCRIPTION:

Sana safinaz is selling unstitched fabrics for winter collection, silk collection, bridal collection,

Eid collection, luxury collection, lawn collection, DIY collection.

In ready to wear they are offering Basics, embroidered essentials, embroidered premium,

signature, exclusive, silk tunics and black and gold.

while they are selling dupatta, footwear, pants and bags in accessories.

PRODUCT PRICE RANGE

Basic 1,800-2,600
Essential 3,500-4,000
Signature 5,000-8,000
Exclusive 10,000-15,000
Black & Gold 16,000-26,000
Bridal 45,000-100,000

UNIQUE PRODUCTS:

Products that makes Sana Safinaz different from their competitors are:

Embroidery techniques:

Badla

Shaneel  Embroidery

Cut Dana Embroidery

Western cuts

COMPETITOR ANYLYSIS:

Sana Safinaz has lots of competitors these two are one of them.

Outfiters and Generations.

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OUTFITERS:

INTRODUCTION:

Outfitters is the brand of the parent company Times clothing Pvt. Ltd. Established in 2003, and

having its headquarters located in Lahore. Times Clothing introduced the fast fashion business

concept to Pakistan. Indeed, the principle of sustainability is incorporated into every aspect of the

company's business from product design to manufacturing and distribution. From its early days

in 2003 as a manufacturer of knits and woven, it has expanded its product range and now

specializes in design manufacture, marketing, and distribution of ready-to-wear apparel and

accessories. Today its production capacity has reached up to 1,800,000 pieces annually. 

MARKETING STRATEGIES:

E-Commerce

 Company is gearing up for the rise of e-commerce in Pakistan, in addition to selling

directly through its website they are also partnering with daraz.pk.

 Traditional business allow certain time to do business, e-business eliminates this

restriction and putting the business 24/7.

 Business intelligence to driven process for analyzing data and presenting actionable

information to help executives.

 Creation of different contests for various social media platforms.

 Community marketing.

 Cross-media marketing.

GENARATIONS:

INTRODUCTION:

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Generation was established in 1983 by a husband-wife , Saad and Nosheen Rahman, as a

solution to the growing demand for fast fashion by the urban Pakistani woman. Today

they are leading ready-to-wear women brand that provides fresh stock to their stores a

few times each week with no repetition in design. The Generation woman has since

become an iconic symbol that holds this vision together, a woman who celebrates her

family’s tradition with a permanent undertone of innovation and creativity.Each type of

line is a further personification of her various faces, they represent her in different time

frames and moods.

MARKETING STRATEGIES:

The marketing strategy of GENERATION rested completely upon product image which is

favorable and allowed it to develop into one of the best clothing brands.

 ATL & BTL marketing to promote and create awareness in customers.

 Marketing communication.

 Visual marketing.

 Internet marketing.

MARKET SEGMENTATION:

Sana Safinaz divided their customers into different groups according to the different

characteristics.

 Segment who wants eastern clothes.

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 Segment who wants western clothes.

 Segment who wants accessories.

 Segment who wants men’s and kid’s clothing.

TARGET MARKETS:

Sana safinaz target the customers according to their:

 Gender:

Male and female

 Income:

Upper and middle class

 Location:

Main cities of Pakistan.

PRICING STRATEGY:

 Market penetration pricing

 Product line pricing

 Segmented pricing

 Promotional pricing

PROMOTIONAL STRATEGY:

The organization promote their products through

Advertising:
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 Banners / posters

 TV commercials

 Magazines

 Customer database

Sales promotion:

 Coupons

Public relation:

 Brochures

 Articles

 Company news letter

Direct marketing:

 Trade shows

 Exhibits

 Contents

POSITIONING:

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Positioning it as a life style brand. The main focus is to associate the brand with a life style

and focus more on inspirational value than the product value.

PLACE (MARKETING CHANNELS/DISTRIBUTION

STRATEGY):

Marketing channels:

 Direct/internet.

 Direct/catalog.

 Direct/sales team.

Distribution channels:

Sana Safinaz has their own outlets they produce or manufacture clothes in factories and then

directly sell to the consumers through their outlets.

 Producer.

 Consumer.

CONCLUSIONS AND RECOMENDATIONS:

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In the end we would like to sum up this report by adding that through this report we are able to

know about the well known fashion brand about their products, how they set prices, their

marketing strategies, hoe they deal with their competitors, their distribution of channels and

much more.

how they made decisions in difficult situations and risks, it's such a good experience to learn

E commerce business process.

Furthermore it helped us in understanding the functional approach and how its being

implemented in an organization.

Sana Safinaz being the most well-known fashion brand is doing fantastic job in managing daily

tasks, responsibilities and performing up to the mark.

The label of Sana Safinaaz is known for its silky, fashionable and smooth cuts attractive to

modern women of all ages. They are doing well day by day because the brand is getting famed

for the elegance and grace of its designs.

We recommend Sana Safinaz to introduce men's custom tailored suits ( shalwar kameez) and by

adding shoe range, improve their pricing strategies and inroduce their brand all around the world,

increase their production, improve the quality of their products and seriously focus on their

Ecommerce business.

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