PRINTOLOGY

A PROJECT REPORT

Submitted to

________________________________

Date: May 15th, 2019

S.NO GROUP MEMBERS REG.NO

1 Muhammad Azeem Ubaid Arain 25993

2 Muhammad Anus Bin Afaq 33440
3 Ayan Muhammad Khan 32562

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 ACKNOWLEDGMENT

May 15th, 2019

We start with the name of Almighty Allah, the most Gracious and Merciful. All

praises to Allah who gave us the strength to complete this entire report. Further we would

like to thank ____________________________for assigning us this task and for guiding

and supporting us throughout the completion of this report. We would also like to thank

our friends for helping us out very efficiently to submit the project on time and family for

their incessant support. Without their given strength and confidence we would not be this

much persistent towards our goal.

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 Tables of Contents

S.No Particulars Page No.

1. Executive Summary 04
2. Introduction 05-06
3. Creative Concept 06-07
4. Unique Features 07-08
5. Competitive Edge 08
6. Creative Marketing Strategy 09-13
7. Conclusion 13
8. Media Planning / Budgeting 14

Executive Summary

This report delivers to the reader a brief account of the business idea of a brand named
“Printology” that is one of the famous women clothing brand that deals with the
customers globally and believes that success lies in gaining customer satisfaction.

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Printology work reflected its puritan aesthetic that builds on feminine elegance. The
company will use high-end materials such as silk, wool, blends, cotton, fine woven knits
and chiffon.

Upon conducting a research it was identified that this brand “Printology” has become so
strong that advertising is not only the reason for the purchase of the product. It is all
dependent on the marketing strategies that were implemented at that time when the brand
penetrated in the market. They implement the marketing strategy with immense skill and
understanding about the Pakistani society and is therefore successful amongst the masses
that it targets. They have a vision for a brighter future and we believe that this report
demonstrates the commitment towards realizing that future, through our actions, through
our own plans for the future, and through everything that we are.

INTRODUCTION

Printology is synonymous with elegance, opulence and luxury. Their work is a proof of
natural flair and endless dedication to the art. The brand is responsible for putting forth
clothing that represents consumer’s taste. It addresses all the three elements of aesthetics
which are beauty, pleasure, and taste. Their collection is dominant in both Eastern and

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Western attire and can easily be mixed and matched to cater to different fashionista
needs. Recently, added to the portfolio is their new Summer collection for 2019 which is
very basic with block printing and little bit embroidery on it. It’s just cut-orientated. It’s
basic, but basic in a very modern way.

Saying by Printology about the efforts for achieving high quality product is that:

“Quality that speaks for itself”

Objectives:

 To capture the maximum share in the market by effectively increasing the sales of
the product.
 To increase the overall efficiency and productivity of the business;
 To become the market leader by outshining the competitors and be an innovative
by introducing new ideas for the survival in the fashion industry;
 To expand sales to the global marketplace by anticipating customer needs and
develop and maintain strong customer base;
 To monitor and improve internal processes to achieve efficiencies and ensure the
best use of available resources.
 To establish word-of-mouth marketing from our customers.

Vision:
To cultivate sustainable business practices in our products and processes that will benefit
future generations through viable progression, both lucratively and conscientiously, while
leaving a smaller footprint on the world.

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Mission:

 To ensure profitable growth through innovation, quality and commitment

 To exceed our clients’ expectations by providing exceptional value
 To provide assortment of sizes and styles to accommodate all varying body styles
and shapes
 Provide customers with top notch personalized customer service

 To foster positive social and environmental change.

Product Range:

His ranging lines cover Prêt-a-porter. Printology plans to expand his collection to more
destinations overseas and also to launch a men’s wear label called ‘Linear’.

CREATIVE CONCEPT

1. Differentiation:

What makes the brand unique? The creative vision of their designs has stayed true over
the years to his signature philosophy of ‘simplicity’. The process for creating a collection
for them is tiring yet creative at the same time by keeping it very simple and elegant.
They not only design for Middle Eastern women but they aim to focus on the global
image of a woman – beautiful and glamorous. It’s due to this simplicity were allowed to
see the finest details of their work, from the cutting to the finishing process. This will
allow them to build brand identity, add value to their product and build a loyal customer
base while standing apart from our competitors. In terms of advantage Printology is far
better than its competitors and their product is taking them to a new world. They are
catering their customers with such benefits which other brands might failed to do. They

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promised to deliver purest of high quality material with colors and patterns exclusive to
the design house by keeping the simplicity spark constant. And they are also offering
their customers to create their own designs on websites. The Company will deploy the
latest technologies to enable interactive browsing to create a personalized
shopping/viewing experience. Also, Users will be able to drag and drop clothes on their
personalized mannequin to mix and match outfits. Buyers will be referred to respective
online merchants for purchasing by clicking on selected products featured in our content
and programming They want their customers to feel all the elements that are beauty,
pleasure, and taste while wearing their clothes. They are the one who set a foundation for
contemporary designers, who set the rules of tailoring and stitching – the ones who
discovered FASHION! They set the margins of quality and design very high, so much so
that it needs perfection to produce such work.

UNIQUE FEATURES

Printology unique features is our position as the only provider of the highest quality
personalized clothing at reasonable prices. Eventually, the ability for customers to create
their own designs through the website at no charge is another USP. We also distinguish
ourselves as a socially conscious company that gives back to the community. Printology
meets all four of the keys to successful new retail clothing products:

High Perceived Value:

The product must convincingly offer a high level of value and durability for the price,
and give consumers confidence that their money is well and wisely spent.

Quality and Utility As Well As Fashion:

Fashion remains important, but quality comes first in the minds of many consumers.
Products that offer quality, utility, AND fashion have a tremendous competitive
advantage over products that offer fashion alone.

High Brand Reputation Above Style:

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The brand must stand for a company that clearly puts customer satisfaction and value
above all else. If the brand also stands for a firm with great styling, high social values,
such as eco-consciousness, or other ancillary attributes, that is even better.

Cheap Chic Still Has a Place:

If a company wants to win the hearts of fashion-conscious, budget-conscious consumers,

it must provide unique styles at affordable prices.

COMPETITIVE EDGE

In a market where consumers are barraged by advertising and marketing campaigns

delivering an onslaught of lifestyle and fashion messages, a brand name is a powerful
weapon. Established brand names, with their quality image, make the shopping
experience easier and faster for many consumers. For manufacturers, brands build
customer loyalty, which translates into repeat business and brand notoriety. The
company’s name, Printology, is a competitive advantage in itself. Another competitive
advantage is the company’s marketing strategy. Through the use of celebrities,
advertising, promotion, and giveaways, the company will be able to develop its presence
in the market. Another factor that will make F-Joy Couture clothing so unique is the
versatility of each piece. Most of the clothing can be worn during the day at work and in
turn be used again in the evening out on the town. The clothing is designed with people’s
fashion needs in mind, but also on their hectic fast-paced lifestyles. In addition, free
shipping is a big competitive advantage for Printology.

CREATIVE MARKETING STRATEGY

Printology not only develops the clothing line but supports it with advertising and pro-
motion campaigns by creating brand awareness. The marketing strategy for any product
or service is aimed at defining how the market penetration process will be carried out,
formulating the marketing mix to establish the most appropriate mixture of product or
service characteristics and ways in which these will be supplied and presented in order to
maximize the potential value and interest to the target groups of customers.

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Printology will focus its marketing efforts through the following key medium:

 Exclusive Fashion show venues:

The company will attend and exhibit in large pre-collection fashion shows in addition to
annual industry fashion shows (i.e. fashion week) through which cater more customers.

 Celebrity Representation:

Printology will propose the use of a few key pieces to the likes of celebrity stylists and
handlers to further promote the company’s quality and exclusive image.

 Fashion Look book:

It is an excellent way for designers to connect with potential clients on a personal level.
This allows for the clothing to be presented to the would-be customers on a personal
basis via the internet (which is the most used channel of shopping now). Many do not live
in big urban centers where fashion has larger presence, so this would reach those who are
looking for best quality product in reasonable prices.

 Marketing and public relations:

The company will hire a professional individual or firm to be in contact with fashion
magazines such as Ebuzz Mag, Style 360 glam, Hello, Paperazzi etc. to announce the
debut of new collections and increase visibility amongst Printology’s target market.

 Word of mouth:

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Once the product penetrated in the market because of its aim towards quality and
exclusive products, there will naturally be widespread of word about a great product used
by someone.

Pricing Strategy:

Printology pricing objectives are twofold (cost and value-based). Pricing must remain
reasonable and, competitive. So the company will focus on maximizing sales through
volume pricing and continue to maximize return on sales (ROS). The company will use a
cost-value based pricing strategy. The costs of raw materials are discounted when
company purchase in bulk, because vendor tend to discount wholesale/volume purchases.

Sales and distribution strategy:

Brand image and positioning is not only reinforced by advertising. It is also reinforced by
proper sales and distribution. If our product would be properly distributed all around the
country and easily approachable by customers then there would be more chance to attract
the customers. More people are introduced to our product more chances to buy it. And
this will definitely enhance our sales to a very larger extent. Printology intends to build a
sales team that will be tasked with generating sales leads on a regional and international
basis.

Internet stores Catalogs are another important method of shipping. Consumers have
lesser time to shop, and for some, catalog shopping offers a more convenient and pleasant
alternative. The distribution channel that has received the most attention recently is the
Internet. Consumers like the convenience of being able to shop from anywhere and at any
time they wish. Manufacturers with internet sites use them for marketing and awareness
purposes. With further technological advances in hardware, software and data pipelines,
shopping for fashions continues to gain popularity.

Advertising Strategy:

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A successful marketer is he who manages to communicate its message effectively to the
consumers. Millions engages in a variety of different marketing efforts. Among the
common forms of advertising are advocacy, comparative, cooperative, informational,
institutional, persuasive, product, reminder, point-of-purchase, and specialty.

The main objectives of advertising are to introducing the new product in its brand name
and to make them aware of what is in the product. Its main focus is on adding value to
our target market segments, the upper class, upper middle class and working class. Our
company focuses on providing its target audience a differentiated brand by keeping in
mind the preferences of the customers by providing the best quality product. We have
numerous options to give substantial awareness about our brand.

They are as following:

 TVC

 Radio

 Billboards

 Newspapers

 Magazines

 Internet marketing

 Posters

 Brochures

 Flyers

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Advertising Media:

 Billboard ads:

We will design our billboard ad in such a way that people would be eager to try
out our brand. The billboard Advertising will run throughout the year which
launch of seasonal collection with the passing time. The reach and frequency are
needed to be determined carefully.

 Newspaper ads:

The News, Dawn, Jung is the prominent newspapers to advertise in. They are
reached at each place of the country ranging from all classes.

 Magazine ads:

Magazines such as Ebuzz Mag, Style 360 glam, Hello, Paperazzi , Sunday are a
few where advertisement could be printed.

 Radio ads:

Radio advertises should also be aired during afternoon till night when women
usually watch television. Also time sponsors could also be bought.

 Sponsorships:

With so much of the budget, this product can be promoted in the sponsorships.
Such as dramas, exhibitions and stuff. It provides a platform where we can
nominate our new product and create its awareness to the people.

 Internet Marketing:

The company’s initial promotional activities will take advantage of free social
media, including Facebook, Twitter, LinkedIn, etc. to drive customers to the
website through messages and special offers. Information about our social

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 networking activities, offers, and event sponsorships appear both on the website
home page and on blog.

 Email marketing:
Having this online presence will allow us to build our email marketing list and
send regular promotions to customers with new product announcements,
discounts, specials, birthday coupons, and fashion ideas.

Market Share:
As this brand is new in the market so at the moment our market share is zero. But
we have designed our marketing campaign in a way that we will get a positive
response and our company will cater a huge market share.

Conclusion:
Looking at the overall plan, one thing is clear that no matter what it takes, the audience
need to be targeted very smartly and in a way that make them feel that the product has
something in it that others don’t have. This acts as a competitive advantage for
Printology. Capturing the maximum share in the market leads to more and more
identifications of opportunities and these profitable opportunities need to be grasped
eventually at all levels of competition. The firm may operate with an annual advertising
plan and the campaign must be so strong that it delivers the message straight forwardly
and hitting the customer mind with maximum media share.

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MEDIA PLANNING/ BUDGETING

FINANCIAL PART
FIXED COST
rent (factory AND office) 190,000
employees’ salaries 300,000
ADVERTISEMENT  
TV Commercial Channel 1 750,000
TV Commercial Channel 2 700,000
TV Commercial Channel 3 800,000
Banner (10),Standee (10),
covers (500)and bags (500) 80,0000
Logo design 5000
Flyers and Brochures 2500
Application 50,000
Website 30,000
Radio Ad 450,000
Billboard 1,500,000
total fixed cost 4,857,500
 
VARIABLE COSTS
raw material 3,000,000
packaging 5000,000
total variable cost 8,000,000
TOTAL COST 12857500

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