MARIA B.

INTRODUCTION:
COMPANY PROFILE:
MARIA.B. is Pakistans leading designer brand with a vast retail network providing multiple
ranges of affordable designer fashion for women. The eponymous brand was launched 14 years
ago with a vision to revolutionize and make accessible, womens retail in the country following
Marias graduation from the prestigious Pakistan Institute of Fashion Design (PIFD) where she
was the schools first Valedictorian in 1998. Indeed since its inception, the MARIA.B. Brand
continues to encapsulate designer sensibilities within an affordable label.
Having first started with one small stitching unit in Lahore, today, MARIA.B is Pakistans most
diverse designer fashion brand with prt a porter, couture, formal wear, lawn, embroidered
fabrics and cottons all within one affordable label. MARIA. B. also has one of Pakistans most
extensive retail networks with 25 standalone outlets in 12 different cities across the country,
while also exporting to 6 international destinations including India, UK, USA, Bangladesh, UAE
and Qatar.
With quality, design, innovation and affordability as the key brand ethos, the labels nine brands
include: MARIA.B. Cotton, Mgirl, MARIA.B. Evening Wear, MARIA.B. Lawn, MARIA.B.
Linen, MARIA.B. Pashmina (Indian Collection), MKids, MARIA.B. Brides and Embroidered
Fabrics. The brands vast repertoire of fashion also includes a range of accessories such as totes,
clutches, earrings, rings, bangles, bracelets and necklaces.

COMPANY VISION AND GOALS:

The vision and goal of MARIA.B has always been to produce high quality garments in line with
international standards under the supervision of trained fashion management.

BRAND PERSONALITY:
Maria Butt, CEO MARIA.B was founder of MARIA.B brand owner graduated from PIFD done
fashion designing and started h her new brand,
Brand was launched 14 years ago with a vision to revolutionize and make accessible, womens
retail in the country. Having first started with one small stitching unit in Lahore, today, they are
fortunate to be Pakistans most diverse designer fashion brand with prt a porter, couture, formal
wear, lawn, embroidered fabrics and cottons all within one affordable label. Their mission has
always been to provide multiple ranges of affordable designer fashion for women and in this
same vein, based on the feedback of our the product,

BRAND PERSONALITY FRAMEWORK:

DIMENSIONS
Sincerity

FACETS

TRAITS

Down to earth
Honest
Wholesome
Cheerful

Excitement

Daring
Spirited
Imaginative
Up to date

Competence

Reliable
Intelligent
Successful

Sophisticated

Upper class
Charming

ruggedness

Outdoorsy
Tough

4PS OF MARIA B:
PRODUCTS:
MARIA.B. Cotton:
MARIA.B. Cotton Collection is our line for everyday wardrobe essentials where we utilize
indigenous khaddar, cottons and linens, to provide you with affordable, yet trendy design for
everyday wear. The collection is affordable, wearable and signature MARIA.B. style, and it is no
wonder that it has an immense following amongst the women in Pakistan.
MARIA.B. Evening Wear:
The Evening Wear collection at MARIA.B. Is a staple for women to light up their evenings. The
collection always has some traditional pieces with signature style, as well as the modern,
statement pieces. Using the premium textures afforded by chiffons, silks, and georgettes, with
exquisitely embellished motifs, this collection contains essentials to add pizzazz to your

evenings. The evening wear collections are trendy, feminine, inspired, affordable and wearable.
It is no wonder that this line is one of the best sellers at MARIA.B.
MARIA.B. Lawn:
With this new addition, we are all set to take the MARIA.B. Lawn brand to new heights
While the last few years have seen lawn brands, and designer lawns come and go, we have stayed focused
on what our customers love: trendy designs and quality fabrics. This has ensured that we havent
meandered along the one-hit wonder path.

MARIA.B. Brides:
At MARIA.B. Brides, the bride are the star of the show. Our entire experience is geared to make
her day the most special day in her life. MARIA.B Brides is our haute couture (or made to
measure) line. The signature gowns and dresses at the studio are specifically tailored to meet the
needs of all brides.
Maria B. Embroidered Fabric Collection:
This Spring, delve into the luxury of Embroidered Fabrics with MARIA B. the first
embroidered collection by a designer brand in the country on pure Chinese silks, Chinese
chiffons and katan silks. Celebrate with our elegant collection of feminine French rose, ottoman
patterns and Mughal, phulkari & cross stitch embroideries. With add-on details of velvet and
digital borders, laces and button, Embroidered Fabrics will present exclusive collections
attention to detail and a look of pure with an elegance.

PRICE:
EVENING WEAR:
Rs. 5000-19000
COTTON WEAR:
Rs. 3500-6500
M GIRL:
Rs. 2000-4500
MARIA B LAWN:
Rs. 6500-15000
EMBROIDERY:
Rs. 10,000- 18000
BRIDAL WEAR:
Rs. 50, 0000 TO ONWARD

PLACE:
Different main outlets in Lahore, Karachi, Islamabad
Franchises in Faisalabad Peshawar

PROMOTION:
Mostly through

Fashion Magazines

Fashion shows

Bill Boards

SWOT ANALYSIS:
Strength
On Brand Name is the strength as a well known fashion industry celebrity name
Wide Product Range targeting almost every segment
Internationality recognize brand
She is a member of Pakistan fashion council so she can get political advantages, and have friends
in media industry
Unique Designs(Kashmiri style of clothing)
Weakness
Expensive cloth the price range is comparatively high then their competitors
Weak Marketing as compare to other brands less marketing campaigns
Lack of production backup in stores when the demand is high
Focuses only to women dress designing
Opportunity
Awareness of fashion in youth are increasing day by day.
The customers are brand loyal so no need for heavy advertisement expenses

Threats
The major threat is competitors like Sana safinas, elan, hsy, generation, khaddi. They are giving
tough competition
Economic Recession

BRAND POSITIONING:
Maria b has distinctive brand name by her name. It provides a stamp of originality for her
products .It is easy to spell, pronounce and remember. Its adaptable to the whole family of Maria
Bs garments.
Maria Bs brand mark where ever seen depicts uniqueness which comes with Maria Bs attributes
and the color represents the sophisticated look, logo is simple black color with only maria. b
name.
Logo and slogan:
Her logo is just MARIA. B and her slogan is Be the women

BRAND RECALL
It is a part of brand that appears in terms of symbols. Consumers view brand name as an
important part of the product and branding add value to the product. A name, term, symbol or
design or a combination of these intended to identify the goods and services to differentiate it
from his competitors. Brand of Maria b has a strong impact in the minds of its customers

BRAND REORGANIZATION:
As its a name of a person so it is easy to recognize by the customers

POP:
Designer clothing all targeted by introducing different brands

PODS:
Kashmir culture inspiration in their designs
High price with a promise of high quality

The different packaging of the products for customer gives uniqueness to Maria. b products
Maria b has giving a traditional Kashmiri culture style with new line of modification
continuously and maintaining the brand image from their competitors

Which pop and pods are strong?

Strong pop means that the point which is continuously you are maintain and it become your
symbol of differentiation from other or accurate from the brand.
Favorable:
The favorable brand element is one which give value to the product he quality and vast variety of
product range are the brand favorable factors
The brand uniqueness of Maria. b is its an international brand it is suggested by different
celebrities on television. The accrue a tradition style of clothing

PEST ANALYSIS:
PEST analysis is very important that an organization considers its environment before beginning
the marketing process. In fact, environmental analysis should be continuous and feed all aspects
of planning. The organization's marketing environment is made up from:
POLITICAL FACTORS:
Instability in Pakistan:
Pakistan has been facing the problem of political instability since its birth in 1947. From 1947
until 2010, the governments have failed to maintain political stability in Pakistan. There is an
uncertainty in government's structure and we all know when a ruling party faces this sort of
uncertainty they fail to do well for public. The opposite parties tend to take advantage of the
situation.
As one of the fastest growing industrial sector of Pakistan, the government is paying high
attention to the apparel industry.
One measure taken is the Balancing, Modernization and Replacement (BMR) program under
which loans are provided to the new businesses under concessionary rates. Added to it, the
Chamber of Commerce provides the following incentives.
Gradual reduction of import duty on textile machinery and parts to 5%.
R& D contribution:

6% R & D support to garment exporting businesses.

Reduction of import duty on ginning presses to 5%.
Long term financing for export oriented businesses.
Looking ahead, the apparel industry in Pakistan faces some serious challenges from the growing
political tensions and issues. The policies regarding foreign exchange, imports, exports and
investments have been consistently unpredictable due to the political instability in the country. In
short, the constantly changing regulations and instability in the policies of the government have
greatly hampered the overall apparel industry in achieving its optimum potential.
Pakistan also have some stability in its political factors, government support some businesses by
paying them extra loan or giving them concessions for tax so that people can run their business
or serve their customers in a better way.

ECONOMIC FACTOR:
Economic stability of any country is a very essential part, which needs to be considered when it
comes to the growth of a business firm. Customers are more willing to pay if they can obtain it
with ease.
From previous two years Pakistani economy was in a desperate state, and the causes were longterm, structural fluctuations. The government in Pakistan had inherited high inflation, large
income. Pakistani annual inflation rate slowed to 2.11 percent in April of 2015 from 2.49 percent
in the previous month, due to a drop in fuel prices. Another factor responsible for the lower
inflation rate is the lowering of the interest by the State Bank to a 10-year low in January. This
decrease can be an opportunity for the fashion industry to increase profit margins provided that
the income levels remain stable.

Favorable Factors
With the decrease in inflation,
unemployment would occur which will
hinder the chances of development even
more.
Increase unemployment can be an
opportunity for the industry to train the
employees and create a positive image
in market.
Due to decrease in inflation rate, the
income of households will increase which
causes the customers to be more willing
to pay.
People are getting brand conscious

Unfavorable factors
No doubt, there is low inflation rate but still
there is inflation in Pakistan so there is poverty
in the country which can be a threat for the
fashion industries.

which is more favorable for the fashion

industry.
Increase in inflation increases the
business activities which can generate
the profit.

Population Growth:
Population is growing rapidly in Pakistan. There is a gap between the demand and supply of
labor, which can be exploited to take advantage of low labor costs. The labor is usually unskilled
and amateurish hence a significant amount of money and time has to be spent on their training.
Economic recession around world:
In the last two decades, economic depression is witnessed all over the world. This has caused a
huge sudden change in the purchasing power of the customers. Poverty level, Foreign Direct
Investment and export are on high-speed decline. Many garment industries have been shut down
today due to all these factors. With frequent price fluctuations, garment industry is forced to
increase the prices of their products which customers are not willing to purchase.
TECHNOLOGICAL FACTORS:
Outdated machines:
Rapid changes and developments in technology have increased the competition. The machinery
used by the industries in Pakistan is obsolete and outdated. Government fails to provide the funds
and loans to the owner of garment industries hence they cannot install new machinery, which can
perform tasks in an easier and faster manner.
Shortage of power:
Power failure is another big issue which garment industry is facing these days. Long duration
electricity load shedding without any schedule; unstable prices of electricity , per unit price of
electricity rises after every few month, shortage of gas supplies in winter, increased rated of
petroleum products, lack of CNG, as well as water shortages are some of the prominent causes of
garment industry downfall in the last few years.
Lack of R&D:
In addition, lack of research-oriented attitude leads to lack of improvement in the industry. New
and Innovative products are introduced by the garment industries of other countries but Pakistan
is lacking behind every day.
SOCIO-CULTURAL FACTOR:
Society and Culture are very important factors that any organization cannot ignore. There should
be a perfect match between the production and social systems in a specific area. This match will
help us in gaining high goodwill. Therefore, we need to examine the socio-cultural environment

of a country before entering its markets, in order to know the demands and requirements of the
target consumers.
Following Factors must be considered when launching a new product by brand

Customer Behavior is varying rapidly:

People are more aware about quality issues now hence want to spend their money on high
quality products. This is the reason imported products are much preferred over local, but
inflation has caused a compromising change in behavior of consumers from the lower class.
Religion and Culture:
It is very important to have an understanding of the religious principles and concepts existing in
a country, in order to gain good will and popularity. Pakistan is an Islamic country hence
business firms have to take appropriate and suitable steps in every aspect so that nothing is
against the Islamic culture.
Advertisements and Marketing have to be done by keeping in the demands and requirements of
the people of the specific culture in a country.
Age Distribution:
Pakistan has the highest number youth and since Maria. b is targeting youth this factor can be
used to increase sales and earn high profits. Youngsters of our country are attracted highly
towards the western culture and are brand conscious thus; there is a greater chance of satisfying
the needs of the targeted customers.