MARKETING MANAGEMENT

RAZIB,HASAN IMAM

13-23668-1

AMERICAN INTERNATIONAL

UNIVERSITY OF BANGLADESH

PRODUCT: PAKIZA LUNGI

DEFINITION OF LUNGI The lungi is basically a length of cloth wrapped

around the lower half of the body.

It is a common form of male attire in the countryside and in the less-wealthy sections of urban settlements. Men of the educated classes prefer light cotton trousers called pajamas

is a traditional garment worn around the waist mostly in the Asian countries . It is particularly popular in regions whre the heat is high . lungii is the most commonly seen dress of Bangladeshi men, although it is not normally worn for formal occasions. In Bangladesh, lungis are worn by men, almost universally.

PAKIZA TEXTILE LTD PakizaTextiles Ltd is a local fabric dyeing,

printing and finishing factory, which was established in 1991 Savar, Dhaka.

Pakiza textile ltd was mainly popular for its quality fabrics & sharee .It has water treatment plant to clean the water it intakes for use in the dyeing plant. established a fully Biological ETP (Effluent Treatment Plant).

So the product they are making fully chemical free and hygenic..

INTRODUCING PAKIZA LUNGI

IDENTIFYING MARKET FOR PAKIZA LUNGI

At first marketers had to identify the requirements ofthe customer for launching PAKIZA LUNGI as a new product in the market.To find out the needs & wants of the customerPAKIZA TEXTILE LTD needed to find answers of theseQuestions through following the chart. Are your target customers male or female? How old are they? Where do they live? Is geography a limiting

factor for any reason? What do they do for a living? How much money do they make?

SEGMENTATION, TARGETING & POSITIONIG

MARKET SEGMENTATIONS

Lungi is worn by the

60% people of Bangladesh .

Known for the tradition

it carries within.

Pakiza textile specially segmented people living in bangladesh to remind them about this cloth .

SEGMENTATIONS DONE BY PAKIZA TEXTILE LTD

Geographic Segmentation: Regions – Pakiza lungi was introduced mainly for the

people living in the northern , east or southern area.

Nationality– targeting the Bangladeshi people as the initial customer.

City / Metro size – people living in the metropolitan areas or in the cities will buy the product more frequently

Population density – urban people are their main target.

Climate – will be more popular in high temperature area

Demographic Segmentation: Age – targeted customers are between

the age of 20 -50. Gender – only for the male . Family life cycle– targeting the people living bachelor life. Family size –segmenting people living as a single or in a nuclear family Income – segmenting people earning more than 50,000 tk.

Education – basically segmented the university students or the college students.

Occupation – mostly targeted the official people / working person.

Religion – segmentation done to target the muslims and hindus ,as they use to wear the lungi most.

Psychological Segmentation: Lifestyle – lifestyle of a person can be

different from one another & pakiza lungi done

the segmentation based on the lifestyle different people are leading.

Such as people who are more tradion minded or likes classic product and people who are more indoor oriented.

They are influencing the young generation to go out wearing lungi and try to be more comfortable .

Behavioral Segmentation: Occasions –influencing the younger generation

to wear the lungi as their daily clothing.

Qaulity – pakiza lungi is a very quality full lungi and segmenting the people who wants to be more comfortable in a cloth like lungi.

User-Status – targeting the non-users & partial users to try their product for their own satisfaction.

Readiness Stage – people may have not heard about the pakiza lungi as it’s a new product so targeting the unaware people to buy.

TARGETING THE BEST SEGMENTS

After finishing the segmentation pakiza textile ltd focused on the best profitable segments.

They found out that if they can target the young people to wear lungi more frequently

it will much profitable.

Undifferentiated Marketing - They targeted the whole market with a simple idea of offering lungi for the youth.

MARKET POSTIONING Market Positiong :Effective positioning involves a good

understanding of competing products and the benefits that are sought by the target market.

pakiza group followed the four P’s to creat better value for the customers & to create an unique identity for the company

IMAGE PAKIZA GROUP FOLLOWING

In 2013 Rickshaw-pullers in traditional Bangalee outfit, lungi, are barred from entering the capital’s Baridhara, one of the country’s most restricted neighborhoods where diplomats and affluent people live.

Lungi are in some circles considered to be worn by the lower class.

Keeping that in mind pakiza lungi is making an new era by showing new generation ,young people in their add and influencing to wear the lungi everywhere .