Brand Management – Ejaz Mian (City)
SAPPHIRE
Group Members:
Muhammad Miqdad
Muhammad Jawad
Zarafshan Moiz
Brand Management – Ejaz Mian (City)
Table of Contents:
Contents
Introduction :.........................................................................................................................................3
Company Profile:...................................................................................................................................3
Pricing:...................................................................................................................................................3
Promotion:............................................................................................................................................4
Distribution:..........................................................................................................................................4
Internal Analysis :..................................................................................................................................5
External Analysis:..................................................................................................................................5
Competition:..........................................................................................................................................6
Customer Analysis:................................................................................................................................7
Customer-based Brand Equity Pyramid.................................................................................................8
Product Portfolio...................................................................................................................................9
Life Cycle Stage......................................................................................................................................9
Product Archetype...............................................................................................................................10
Retailing Strategy................................................................................................................................10
SWOT Analysis:....................................................................................................................................11
Conclusion:..........................................................................................................................................12
Brand Management – Ejaz Mian (City)
Introduction:
Sapphire is a high-street brand presented by one of the biggest names in the textile business. The
brand had formed an association with Khadija Shah of Elan, an immense name in the design
business. This association brought about brilliant fabric merged with present-day structures. The
extent of our venture will be to examine the development of this brand into retail. We mean to
investigate the voyage of Sapphire and how it managed the difficulties it looked amid this timespan.
From framing one of the discussed to a coordinated effort with a popular designer to the
disintegration of this partnership, its adventure from a brand of apparel to a brand with a broad item
portfolio. We will likewise be going over its substance of being such a well-known brand with the
masses.
Company Profile:
Sapphire is the mind offspring of the textile giant; Sapphire Textiles and Khadija Shah of Elan.
Sapphire opened its first retail outlet on December sixth, 2014 at Dolmen Mall Clifton. Already they
tried different things with lawn for a year and after that completed a full launch. Sapphire has a solid
sponsorship by the Sapphire Group, one of the biggest in the nation. They are the main gathering to
concentrate exclusively on textile and textile fare and that accommodates the favorable position.
Their point was to convey the quality high street design to the local masses at moderate costs. Their
present product line incorporates ready-to-wear, unstitched, formals and men's wear. They've
additionally presented their very own footwear and accessories line and also Sapphire home.
Sapphire has outlets in Karachi, Islamabad, Lahore, Bahawalpur and Hyderabad. They are extending
to Faisalabad. Moreover, they additionally give web-based shopping services through their site.
Pricing:
The Sapphire brand organizes moderate pricing for its garments line and spotlight on an increasingly
innovative approach to cost its items according to the clients' moderateness. The estimating of items
was purposely not kept lower. It was done in a manner that would be useful for business activities
and would ensure benefit also. At Sapphire, the point isn't to overcharge clients however to keep up
a balance: One through which clients can profit by nearly discounted costs with better customer
services, and the business can charge them enough to remain in the business in the long haul. To go
in a loss was not a probability for Sapphire.
The research behind a thorough pricing strategy was conducted extensively. Sapphire saw it best to
interview and gather input from its own employees who belong to the middle/working class, which
makes up the largest customer base for the company’s products.
When asked about the previous availability of such branded clothes at low prices, the regional
manager emphasized on the brand consciousness of all consumers. The market had two types of
Brand Management – Ejaz Mian (City)
apparel, the branded category and the unbranded, somewhat low-quality apparel which was sold in
lower category markets targeting segments of the population with less income. The goal for
Sapphire was to have branded clothing of the most noteworthy quality, that which can appeal to the
majority. This is the place brand consciousness is significant as it would guarantee clients for
Sapphire, yet the point is added to have the affordability to a level at which nearly everybody can
purchase the garments. Such a methodology is the thing that would guarantee client maintenance
for Sapphire. The clients feel favored wearing Sapphire, and that is what is important.
Through secondary research, utilizing on the web articles, we looked at the previous history of
Sapphire. The brand has effectively earned a reputation at its lower costs, although they have a
famous designer with them.
The greater part of the sewed fabrics at Sapphire begins at PKR 2,200. That is well underneath the
PKR 10,000 value go for digitally printed silk. Investigating this exploration, we were fulfilled that the
Sapphire technique is satisfying, and one that has huge potential for future rewards as far as
development.
Promotion:
Sapphire's accomplishment in a brief time of 3 years plainly shows that they have been running a
powerful promotional campaign. Per Mr. Osama Khan, billboards are the highest utilized medium to
advance sapphire for the sole reason that it can focus on the majority which is the center group of
audience of the brand. Other than this sapphire uses print medium constraining itself to magazines,
for example, Sunday times and Paparazzi to keep up a specific dimension of popularity for the brand.
They likewise use the in-store promotion to advance the brand. TVCs albeit considered a powerful
medium to target masses has not been believed to be utilized by sapphire. Another type of
promotion on which Sapphire centers is in-store experience alongside an extraordinary emphasis on
customer services which enables clients to find out about their new items. Additionally, through the
meeting, we found that Sapphire likewise utilizes the apparatus of instructing customer through
their numerous visits to stores as customers become mindful that Sapphire's designs run out inside a
week and that they have new designs each week which fills in a word of mouth which is the best sort
of promotional practice. In conclusion, they even advance the brand through web-based social
media stages including Facebook (it has roughly 700,000 followers right now), Instagram (450,000+
devotees) and Twitter.
Brand Management – Ejaz Mian (City)
Distribution:
Sapphire's distribution network is not that extensive the only reason being that they still just have
few outlets. Moreover, due to the continuously changing marketing and fashion environment time is
an important factor for this purpose air freight is the most common way of transporting products
from Lahore factory to outlets within the southern region. During the launches, especially annual
lawn launches they make use of road transport. Sapphire has divided the distribution network in the
northern and southern region. Where the northern region consists of Lahore and Islamabad, while
southern consists of Karachi and Hyderabad outlets.
Customer-based Brand Equity Pyramid
Resonance:
High loyalty,
sense of
community
Judgement: Feelings:
Popular, Happiness,
unique excitement
positioning,
Brand Management – Ejaz Mian (City)
Product Portfolio
Sapphire is offering one of the best high street quality attire at reasonable costs. Sapphire is offering
stitched as well as the unstitched item. It was the first brand to breakthrough into this market with
selective designs presenting vintage, floral, animal and oriental idea print structures which separated
its items from its rivals. It places extraordinary significance in giving great quality fabric. They
additionally attempt to stay aware of the relating trends in design launching fashionable and trendy
styles. They additionally center around buyer need of having new designs and henceforth they make
and dispatch 8-10 designs each week. The planning of the items was recently done by the innovative
leader of the organization, Khadija Shah, who is additionally the proprietor of the renowned dress
brand – Élan, along these lines Élan's tasteful setup Sapphire. Notwithstanding, as of late this key
coalition reached an end and the two went separate ways.
With the progression of time, Sapphire has extended their image portfolio beginning off as a textile
giant after which they entered the retailing business for ladies clothing and have then steadily
ventured into men attire and afterward different other product offerings, these incorporate ladies’
accessories and footwear. Through the meeting, we additionally got knowledge into their future
product development plans which included having their very own furniture line.
Life Cycle Stage
On the product life cycle, Sapphire is on the growth stage as it keeps on extending its product
offering. It as of late wandered into male attire just as ladies bags, shoes, and accessories. With
expanding completion in the fashion retail environment, Sapphire is ceaselessly refreshing its
product line to stand out from the rest. Sapphire is a well-known brand with various female age
groups and has set up itself as one of the top names in the business.
Since Sapphire is in the growth stage, it keeps on putting resources into promotion particularly via
social media as that is the place the greater part of the target market can be focused on.
