PRODUCT OBJECTIVE

The differentiation of our lawn with the other market laws is listed below:

• Wrinkle Free
• Fragrance
• Active fresh
• Antibacterial

It is very important to mention that lawn has not been launched with more than one
property .The reason for launching Lawn with in three properties is that this will
make lawn more attractive

Wrinkle free finish makes fabric wrinkle free and sustains the wrinkles from
appearing on the fabric after wash. Fragrance makes feel good, active fresh make
comfortable by giving cooling affect in summer and antibacterial can prevent from
bacteria like mosquito and other bacteria.

CONCEPT GENERATION

Launching lawn with three properties is not an easy task because the main issue is
their chemical compatibly issue and lack of awareness to the consumer. Most of the
lawn with different properties has failed due to lack of consumer awareness.

Providing information about the product is the biggest challenge in this process and
to make it successful most of the designers engage platform of any well known brand
and this helps them to market their designs easily.

CONCEPT EVALUATION
We have evaluated this concept in interviews and questionnaire and we found
positive response from consumers as majority of women want to wear lawn with
different properties. However we came to know that most women do not know about
different properties in lawn clothing. Knowing this, we provided them information
about our concept, which was positively absorbed by them. From our research, we
evaluated that consumes are waiting eagerly for such properties in lawn clothing.
This is most important reason why women are seen in shops in extensive quantity
whenever new lawn is launched.

MICRO & MACRO ENVIRONMENT

o Internal Environment(Actors)
o External Environment (Forces)

They can be discussed in detail as:

ACTORS & FORCES

Internal stakeholders

Devoting them to achieve excellence for their product basket and deliver best
of their efforts and value to consumer. For lawn cloth, stake holders include
production staff in industries, chemical suppliers, fabric suppliers, Outlet Staff and
distribution network.

Competitors:

Main competitors are Alkaram, Sitara, Joffa, ZQ, Nadia Hussain, Junaid
Jamshed and Ideas. Even in tough competition and continuously varying
market/industry demand and conditions people have shifted from traditional lawns to
designer lawns.

Government:

Government rules/regulation & procedure counts a lot. The export of raw

material (cotton) is a biggest issue and government is still unable to solve these
issues and from the last six month cotton prices has increased three times. Which
would also increases the price of finished goods. These days Cotton prices stand at
12600 Rupees / maund (37.32 Kg)

Financial Institutions

Increase markups on loan have proved to be very much worse for the textile
industry during last two years. Low orders due to high raw material prices, increase
in foreign currency rates have put pressure on textile sector and make the producer
to take loans on surged markups.
SWOT ANALYSIS

Strengths

Innovation
Comfort
Recognized brand name
Environment Friendly
Growing industry
Corporate sector involvement is high.

Weaknesses

Chemical compatibility issue

Lack of consumer awareness
o No copy right law.

Opportunities

o High market growth

o Choice of a New Generation and environment friendly people.
o Trust and confidence of valued customers.

Threats

o Increase raw material prices

o Threats of new entrant (e.g Lucky Textile Mills)
o Designer Lawns
o Cheap low quality Lawns
o Copying of designs
SEGMENTATION

Segmentation for three properties Lawn can be explained as following having

its main focus on middle to high income.

Geographic
Country: Pakistan
Density: Urban
Demographic
Age: Between 15 and above
Gender: Female
Family Income: Middle to high
Psycho graphic
Social Class: SEC A & B
Personality: Value conscious people
Behavioral
Occasions: Summer, Winter
Benefits: Comfortable, reliable, Aroma, Anti bacterial and Wrinkle
Free
User status: Regular, Potential
Loyalty status: Medium & strong
Attitude towards Positive / preferable Pakistan best Lawn
Product: JUNXION

TARGETING

Target marketing strategies are differentiated (segmented) marketing therefore they

evaluate each market segment very thoroughly according to the size and growth of
the Market, company resources, competitors strategies and buying behavior of the
customer.

POSITIONING

JUNXIONS wants to obtain a good position in the buyer’s mind for specialty lawn
through better product attributes, price and quality, offering the product in a
different way than the competitors do. The company offers specialty lawn in textile
industry in Pakistan at affordable prices as compared to other brands which offer
simple lawns with high prices. This ultimately helps to position the product in the
buyers’ mind as the best quality Lawn.
MARKETING MIX & PRODUCT DEVELOPMENT

Product

JUNXION is offering the Lawn, which not only capture the attention of
consumers but also motivate them for acquisition and consumption. It will provide
maximum satisfaction and value to its entire customer base by its quality brands that
maintain the peaks of standard of its users it is continuously converting their dreams
into realities.

Level of Product

Augmented Product

ACTUAL PRODUCT

CORE
L PRODUCT
Textile Goods

Saf Specialty Lawn

ety
Co
fro mfo
m rt
ger Aroma
ms
PRODUCT ATTRIBUTES

Lawn without features will be just like Car without battery. Attributes that drive the
personality of our specialty lawn will include:
• Wrinkle Free
• Aroma
• Active fresh
• Anti bacterial effect
These attributes makes this Lawn identical from the normal product. These when
adapted by consumer will bring changes in the nature of the product. Then Lawn will
not be simply a mixture of light weight fabric and colors, rather it will be the symbol
of value to the consumer.

BCG Matrix

Market Share

High Low
Anticipated Growth Rate

STARS QUESTION MARK

High

Ideas Ordinary JUNXION three

Lawn properties Lawn

CASH COW
Junaid
Low

DOG
Jumshed,junction,
zq

Differential Edge

Lawn cloth has not been launched yet with three properties together. Junaid
Jamshed, ZQ, Nadia Hussain manufacture their product in different industries.
GulAhmed on the other hand has its own production process facility where it does
trials of variety of characteristics for Lawn fabric but mostly manufacturers have not
adopted to make lawn a specialty product.

Product Life Cycle

Since it is a new product, hence it’s in its introductory stage. Even at this
stage and to make it popular it needs proper advertising / promotional activities like
exhibitions, billboards and advertisements.
PRICING

COST COMPARISON
NORMAL SPECIALTY
Grey Widths 50 50
Finished Widths 46 46
Rate P/M 79.00 79.00
Linear Mtr.Consump. 7.50 7.50

Square Mtr. Consump. 10.5 10.50

O/H cost/sq. mtr. 13.95 13.95
ETP cost / sq. mtr. 6 6
Dyes & Chem.cost/sq. Mtr. 7.00 35.00
Total O/H & Dyes cost 282.98 576.98
Total Grey Cost 592.5 592.50
Wastage in % 10% 87.55 116.95
Confection Charg 0 0
Packing Charges 8 8
IncomTax+EDS % 14.57 19.42
Net FOB Value 985.59 1313.84
Agent Comm.% (if any) 0 0.00
Total Cost 985.59 1313.84

DIFFERENCE Rs.328.251

LAWN FABRIC PRICE (PKR)

NORMAL 985.59/-

SPECIALTY 1313.84/-
PLACE

Channel Selection

The value Channels comprises of product directly delivered to consumer through its
outlet or event.

Value Delivery Network

Raw Material Suppliers

AL-ABID SILK MILLS

JUNXION OUTLET

Final Consumer

PROMOTION

Advertising

Advertising will be done using Billboards, Newspapers, TV Commercials and

Internet / Magazines for its Lawn advertisement. However these advertisements are
mainly focused on designs and colors of the fabric. Still there is a need to provide
more information to consumers regarding different features of lawn.

Sales Promotion

Sales promotion for leading brands of lawns is done through top models of the
fashion industry and promotions are also carried by designer launching its own
brand.

CONCEPT STATEMENT:

“A specialty lawn with Attitude of being Wrinkle free”

LAUNCH

Launching is the main element of new product development and requires lot of
investment and research. Such product where aesthetics, colors and appeal is
involved, they are mostly showcased in places like Malls, 5 Star hotels, or Outlets.

We opted to launch our product in a local hotel and plan to open an outlet which
should be situated in the center of the city or should be hub of the city where people
come to shop.

Launch at:

1- Sheraton
2- Launch at Outlets