MARKETING REPORT OF BISSINO

PRINCIPLES OF MARKETING-(MKT-301)
12/5/2017
PRESENTED TO:
MARRIUM MATEEN

 TALHA IQBAL-
 AREEBA SOHAIL-
 SHAIKH RAHAT ALI-19103
CONTENTS
EXECUTIVE SUMMARY ..........................................................................................................................
INTRODUCTION.........................................................................................................................................
VISION STATEMENT ................................................................................................................................
MISSION STATEMENT .............................................................................................................................
THE 4P’s OF MARKETING FOR BISSINO ............................................................................................
PRODUCTS BY BISSINO ...........................................................................................................................
MARKETING STRATEGY ........................................................................................................................
PEST ANALYSIS .........................................................................................................................................
SWOT ANALYSIS FOR BISSINO .............................................................................................................
BCG-MATRIX FOR BISSINO ...................................................................................................................
PRODUCT/MARKET EXPANSION GRID AND STRATEGIES FOR BISSINO ...............................
MARKET PENETRATION: .......................................................................................................................
PRICING STRATEGY FOR BISSINO ......................................................................................................
NEW PRODUCT DEVELOPMENT ..........................................................................................................
DEFINING EAST
 EXECUTIVE SUMMARY

Our group has to develop a marketing strategy that will take into account all the elements of the
marketing mix. This will involve individual strategies for pricing, product development
promotion and distribution. For an established brand name, these strategies must be flexible and
relevant to each new generation of consumers, but at the same time, great care must be taken not
to damage the perceptions of the product built up over decades of marketing. Marketing plays a
vital role in today’s world, it is basically the base on which most companies run. It helps them
develop product hence brands. It is through which brand wars are fought. Effective marketing
gives life to brands and makes them live forever as it helps company’s in establishing the
required perception of brands. It strongly promotes a product and therefore helps in capturing
market share and increasing sales .We have defined the vision mission and values of a Company
named as Bassion, we have conducted the SWOT analysis as well as the product mix.
 INTRODUCTION

Bissino was firstly named as ShahidAfridi, at those days this company was a direct competitor
with Junaid Jamshed. Due to some legal restriction they had to change there company’s names to
Bissino which had made a large impact on reputation, sales and goodwill. Although quality and
labor is same till now. Bissino has been the progenitors of classic Eastern wear for men and
women for almost a decade. The story began in the early 2007 with the vision to create the most
iconic, visually alluring outfits. All of their products are nothing short of marvelous and truly
embody the essence and spirit of the East.
Bissino as renowned Pakistani fashion brand dealing in eastern wear of Men’s & Women’s.
Their stores are located nationwide across all major cities and we are also exporting to
international countries like U.K, USA, Qatar and U.A.E .
Their roster of products includes Sherwanis, Waist Coats, Kurtas, Kameez, Shalwar, Pajamas,
Turbans and our very warmly received Khussas. Their endless commitment to quality has
escalated their reputation as one of the finest exponents of Eastern ware in Pakistan. They have
been receiving great reviews from customers not only in Pakistan, but all over the globe. All of
their designs are original and unique; and are hand crafted to supreme perfection.

They are here to fulfill their customers’ needs in the market of fashion with best of quality and
cost friendly product range and they hope that you will cherish wearing their outfits as they feel
the same while making them for you.
 VISION STATEMENT

To achieve leadership in the worldwide market as a solid maker of inventive and quality printed,
colored fabric and Kurtas Lawns from Pakistan. We plan to accomplish this while maintaining
the most elevated economical, moral and ecological norms. Keeping our traditional values alive

MISSION STATEMENT

We strive to provide quality products to our customers at a competitive price. We intend to

maintain a secure and environmentally friendly place of work for our employees and to promote
growth within the workplace. We aim to present ourselves as a reliable partner to all business
associates, secure a reasonable rate of return to the management and improvise our products
within the traditional boundaries
 THE 4P’s OF MARKETING FOR BISSINO

PRODUCT:
Products include Waist Coats, Kurtas, Kameez, Shalwar, Pajamas, Turbans and our very warmly
received Khussas. This is a critical device for making an item that clients need to purchase. The
product, as far as advertising, alludes to every one of the components that go into making the
genuine item attractive. Some of these are configuration, bundling, quality, marking and esteem.
In form, the primary component of the item is the design, while other vital contemplations are
quality, seasonality and label style.
PRICE:
The price is the second most important component, As Bissino provides in retailing through their
own outlets as well as bulk to different brands such as Junaid Jamshed and Zara. The price varies
according to the going market demand, the quality of fabric, the size of the bulk order, level of
customization etc. The cost of any item mainly depends on the expenses of the materials and
labor required to deliver the product. In form, an extra factor is that the value needs to mirror the
picture that the organization needs to set up in eyes of its customers.
PLACE:
Bissino have a selection of trade shows to showcase their collections in order to get buyers and
spark interest of national and international designers for collaboration. Alongside, they have their
own showrooms in U.K, USA, Qatar and U.A.E as well to showcase their collections. This is a
vital thought for Bissino, since offering through the wrong circulation sources can devalue the
organization's image.
PROMOTION:
Bissino promote their products in trade shows. They offer their customers discounts for customer
loyalty and on time delivery which is a huge perk for their customers, grabbing view of their
customers through their Instagram page. They invite famous Cricketers and Celebrities to their
outlet in order to attract the new customers and create brand loyalty with their existing
customers.
The distinct core values of
Bissino define the company, PRODUCTS BY BISSINO
its products and its customers;
whether internal or external.
Bissino identifies strongly
with indigenous cultural
values and traditional ethos
produced in its products with
sophistication. Dying crafts
from centuries past like gota
and block print are being
revived at Bissino to present a
glorious local heritage to the
world in an aesthetic package.
Quality is never compromised
upon at Bissino whether in a
fabric, its cut or its stitching.
In fact attention is paid to
finer details; nickel free
buttons are used on all Kurtas
as nickel is environmentally
friendly, all Sherwanis are
handmade to achieve finesse,
imported thread of a finer
thread and strength is used in
all products which ensures no
puckering or tearing at the
stitch. Innovation is unbridled
with the introduction of new
products; in the Pakistani
market being a case in point.
Finally, Bissino believes in
unflinching integrity towards
satisfying the customer.
 MARKETING STRATEGY
When it comes to marketing strategies; Bissino Company has focused on every aspect related to
marketing. It’s true that what if the product or brand is great but satisfying customer is not too
easy. This company came with a simple philosophy i.e. "The greatest good for the greatest
number of people". This shows that how they are more concerned about satisfying customer
needs. Relating to the book “there is no better advertisement than a satisfied customer and
nothing worse than a dissatisfied one”. When it comes to advertisement and market relationship,
this company has emphasized in producing quality clothes. It’s just because of their brand
quality related to book as it is marketer’s major positioning tools. It has direct impact on
company’s performance that’s why from last few years Bissino company has been adjudged as
the “brand of the year”. Every company is providing same clothes but one thing which makes
them different from others is their style & design which is another way to attract and add
SEGMENTATION

Bissino have segmented its market mainly on the basis of geography as it deals with exports to U.K,
USA, Qatar and U.A.E. It produces products for both men and women of all ages, middle and upper
class producing high quality clothes for brand conscious people for everyday uses as well as for events.
TARGETTING
The targets of Bissino are middle and upper class people as well as brand conscious people. Since they
are the suppliers too, they also targets the renowned premium brands such as Junaid Jamshed and other
local and international brands.
POSITIONING
Bissino has successfully positioned itself in the minds of it customers as it promises to deliver top Quality
and variety at the most affordable rates and provides flexibility to its customer. They have
showrooms/Outlets in all over Pakistan and U.K, USA, Qatar and U.A.E, from where they can attract
their customers and get orders.
Social media marketing is mainly done on Instagram and facebook. Followers are kept up to date with all
the upcoming designs and exhibitions.
 PEST ANALYSIS

POLITICAL:
One reason that Bissino, needed to confront the ups and downs is a result of the political instability. The
economy is mediated by the laws and approaches issued by the administration which brings about good
and bad times of the business. The laws relating to import, fare and exchange majorly affects Bissino and
is likewise influenced by the tenets and direction with respect to tax collection and these standards change
in each nation affecting the financial development of piece of the firm.

ECONOMIC
Monetary development of the business in found in the high time, when loan fee is low, the deals are
superb and substantial benefits are seen. This as well as the expansion rate and swapping scale have
additionally influenced the economy of piece of clothing industry. Another factor is the credit emergency
that is issue for the maker as well as for purchaser also.

SOCIAL
Piece of clothing industry is chiefly influenced by the social conduct of the general population and their
demeanor towards the item. The way of life distinction and the mentality of individuals towards the
traditions influence the business. The cost of the work additionally relies upon the general public and that
influences the cost and offer of the organization. Numerous social causes, for example, rules against child
labor have likewise influenced the piece of clothing industry. In expansion to that form drift changing so
rapidly has driven article of clothing industry to take into affirmation and change their item in like
manner.

TECHNOLOGICAL
Although Bissino depends less over technology because they apply hand made work over their products
to keep that traditional touch but still the technology has helped the industry a lot. With the headway of
innovation, the technique utilized by article of clothing industry has changed which has accelerated the
procedure yet expanded the cost too. The innovative factor can likewise influence the article of clothing
industry by characterizing the accessibility of the assets and their ideal utilize. The procedure utilized
now-a-days in essentially programmed however few out of every odd proprietor can utilized because of
increment in the cost
 SWOT ANALYSIS FOR BISSINO

STRENGTH WEAKNESS
 Rapid production  High labor rate
 Ability to change according to  Overly dependant on few wholesale
customer needs customers when it comes to supply of Raw
 Vertically integrated material
 High quality  Marketing strategies, it narrows down your
 Large target market for marketing strategies as you target traditional
traditional wear people

OPPURTUNITIES THREATS

 New countries for exports  Cheap labor rate from Bangladesh

 Increase in income per capita of  Rival companies
foreign market  Increasing labor rate
 Increasing utility costs
 Increase in the trend of non traditional cloths

The SWOT analysis of a company shows the, strength, weakness, opportunities and threats of a company.
By such an analysis, Bissinocan conclude its main strengths, the opportunities it has the potential to
achieve, the areas where they lack and the threats they can face.
STRENGTHS:
Bissino is a vertically oriented organization, where it is its own supplier, manufacturer and distributor
therefore it does not have to depend on any other party to help in producing, finishing and supplying of its
goods. The goods are of high quality; therefore achieve the satisfaction of its clients/customers thus,
creating and capturing value and ensuring customer loyalty. Bissino has the ability to adapt to rapid
changes to its environment where it can quickly produce high demand clothing products in high quality
and the perks to the clients include that an order design can be changed according to the needs .Thus
another method of ensuring customer loyalty. Another way of ensuring client delight is that the Bissino
can reproduce a design very quickly if they have the design in inventory for example if their client has
reordered a specific type of Sherwani from the Bissino, because of its popularity, Bissino since has
already has produced this design for its said client and has most likely the design in its inventory it can
mass reproduce that design in a short span of time.

WEAKNESS:
Bissino is located domestically, and since it is operating within Pakistan, it has to hire labors at the going
rate, Bissino operates on a large scale thus requires numerous amount of workers therefore has to pay a
tremendous amount of their revenue generated to their work force. Another weakness accounted for
Bissino is that it is overly dependent on its clients when it comes to the supply of raw material. But in
retailing, they try to retain their customers through customer loyalty and have to ensure that their clients
do not find a new manufacturer. Another weakness is their marketing strategies, they look very
conservative and avoid new ideas because they feel their target audience is quiet sensitive regarding their
traditional matters

OPPURTUNITIES:
There are opportunities in European markets, exporting from Pakistan to more European countries would
allow them to increase their supplies. With increase in income pre capita of foreign markets thus causing
a significant improve in the lifestyle of people, consumers demand more branded items thus causing a rise
in demand and supply thus producing greater revenue.

THREATS:
Like most companies, Bissino faces a fierce competition from Bangladesh, where cheap labor is provided,
which is more favorable for organizations, furthermore there is a higher quantity of labors thus
organizations can have more goods produced at a much cheaper rate. There are other rival companies
which strive to get more and more customers by providing numerous offers which acts as threat for firm
as it only focuses on retaining its customers through loyalty rather than getting more customers. Due to
high inflation, labor wages have significantly raised which caused an increase in their prices. With the on
going condition of Pakistan with the increase in utility bills and the shortages of electricity, gas, water and
other necessities the firm faces a difficulty in production and providing to its customers on time.
 BCG-MATRIX FOR BISSINO

This is the Growth Share Matrix, which acts as a portfolio planning method which evaluates
Bissino Fabric & Garment industries in terms of market growth rate and relative market share.
The SBU’s (Strategic Business Units) are classified as Stars, Cash cows, Question mark and
Dog.

STARS: The star is defined as a product which has a relative high market share and a relative
high market growth rate and for Bissino the stars would be, Groom dress

QUESTION MARK: The question mark is defined as a product which has a relative high
market growth rate, whilst having a low market share, for Bissino would be, Embroidered
Lawn

CASH COW: The Cash cow is defined as a product which a relative high market share whilst
having a low market growth rate. For Bissino would be, Kurtas Lawn
 DOG: The Dog is defined as a product which has a low market share and a relative low market
growth rate, for Bissino the dog would be, Kids wear
The cash cow, which is Kurtas Lawn, although having a low market growth rate but has the
highest market share is used to finance the Stars which are Groom dress, for Bissino. By
analyzing its current Business Portfolio, it decided to invest more in the Groom dress as it has the
potential to grow, as it is very popular among its customers therefore has a potential to and grab
a higher market share. Whilst the Question mark, also known as Problem child has the potential
to grow but has a lower market share and thus is not as heavily financed as the stars by Bissino
but as it has a high growth rate it can turn into a star and may or may not grab a higher market
share. The Dog has a low market share and a low market growth rate which shows that it is not
as popular as other SBU’s (Strategic Business Units), of Bissino, thus may not be financed
further or even may be discontinued by Bissino in the future.

PRODUCT/MARKET EXPANSION GRID AND STRATEGIES

FOR BISSINO

EXISTING PRODUCTS NEW PRODUCTS

EXISTING
MARKETS MARKET PENTRATION PRODUCT DEVELOPMENT

NEW
MARKETS MARKET DEVELOPMENT DIVERSIFICATION
DEVELOPMENT
MARKET PENETRATION:
The market penetration strategy for Bissino is to identify the countries like Turkmenistan, Azerbaijan,
Kazakhstan and European countries, where they can introduce our tradition and culture and inspire them
for it. Bissino has recently penetrated in the Azerbaijan, where they warmly welcomed their products and
they got so admired that they were left short of stock. It is always difficult to enter into the settled market
and introduce new look and variety. But similarly it can also be taken as advantage for the Companies
like Bissino in Foreign countries, as their products would be taken as different and new look or variety.
Bissino has always found it easy to penetrate and capture the new markets rather than maintaining their
regular market share back in Pakistan

MARKET DEVELOPMENT:
Development by means of market advancement involves an association entering another market with a
current item. Basically, this procedure implies finding new markets for existing items. Statistical
surveying and further division of business sectors distinguishes new gatherings of clients.

PRODUCT DEVELOPMENT:
Bissino believes that in order to create successful new products, a company must understand its
consumers, markets and the competitors. They must develop those products that deliver superior value to
the customers .It must carry out strong new product development planning and set up a systematic new
product development process for finding and growing new products. For developing our new product i.e
the bridal wear we would also be following the different steps of developing a product .They step by step
procedure is as follows:
1. Idea Generation
2. Idea screening
3. Concept Development and Testing
4. Business Analysis
5. Product Development
6. Test Marketing
7. Commercialization

DIVERSIFICATION:
Broadening is a go-to-showcase technique that requires growing new items for new markets. These can
either be identified with the present business (i.e., vertical combination or level incorporation) or
inconsequential (horizontal expansion). Moreover, where an organization beforehand had no nearness, it
tries to expand gainfulness through more noteworthy deals volume got from new items and new markets.
Bissino has broadened its range of products vertically.

PRICING STRATEGY FOR BISSINO

The ideal cost for an item is affected by numerous factors. Rivalry, the general financial condition, saw
esteem, and enthusiastic elements are only a couple to consider. Likewise, the item, the client, and the
market all have one of a kind price sensitivity to consider. Building a calculation to precisely factor all
factors is troublesome, yet by considering the heuristics for Customer, product, and market price
sensitivity, Bissino aims to enhance estimating execution for every transaction

PRODUCT
Various products have various price sensitivities. Inside Bissino’s own product offerings, they have
premium items, and customized products. They ought to be estimated uniquely in contrast to your
premium or custom items, which are less value delicate and have higher edges .Bissino’s valuing
procedure mirrors these heuristics, by accurately recognizing the item class in light of value affectability.

CUSTOMER
Each client is extraordinary to Bissino and each and has their own particular value affectability. Extensive
volume clients have a tendency to be more value touchy than littler volume clients. Clients who buy as
often as possible are likewise more value delicate than less successive purchasers. Furthermore, unique
clients have an individual impression of the estimation of help and brand relationship. Clients who put a
high incentive on relationship and item bolster are less value delicate than the individuals who see these
components to be less noteworthy.

MARKET
Each market has its own level of price sensitivity. The evaluating condition of your industry is a variable
too. In a few markets, development by an industry value pioneer can affect costs for all market players.
 Competitive Analysis:

Competitive review gives the idea about the company’s competitors in the market. Company
tries to improve to performance by taking view about what the competitors are doing for the
same product. Bissino would also have a tough competition in the market because many
designers like HSY, Deepak Parwani and Maria B are already designing the bridal.

 Deepak Parwani: It is a renounced designer in the Pakistan Industry. People really prefer
his designs and the quality of the products.

 Maria B: It has also got good market position in the fashion industry not only in Pakistan
but at international levels also.

 HSY: Another competitor for Bissino is HSY. He is a very well known designer of
Pakistan fashion industry at National and international level both.

ENDING NOTE

Right off the bat our gathering individuals might want to say thanks to Almighty Allah who gave us
possibility and associate to lead this exploration effectively. Furthermore, we are appreciative to our
Teacher Miss Marrium Mateen. To wrap things up, we might likewise want to express gratitude toward
Institute of Business Management, which is one of the respectable organizations by its name as well as by
its constant push to encourage its understudy to convey these sorts of research which may help us in
proceeding and handling in future.