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Local Brand Marketing Challenges

This document analyzes marketing issues with Saeed Ajmal Stores, a local clothing brand in Pakistan. It identifies several weaknesses in Saeed Ajmal's marketing campaigns, including a lack of meaningful story or tagline, unclear brand messaging due to diverse product offerings, minimal mass advertisement, and weak word-of-mouth. The document recommends that Saeed Ajmal define a clear target segment, increase community outreach and social media presence, and develop a consistent brand message to improve its marketing effectiveness.

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Azan Sandhu
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121 views3 pages

Local Brand Marketing Challenges

This document analyzes marketing issues with Saeed Ajmal Stores, a local clothing brand in Pakistan. It identifies several weaknesses in Saeed Ajmal's marketing campaigns, including a lack of meaningful story or tagline, unclear brand messaging due to diverse product offerings, minimal mass advertisement, and weak word-of-mouth. The document recommends that Saeed Ajmal define a clear target segment, increase community outreach and social media presence, and develop a consistent brand message to improve its marketing effectiveness.

Uploaded by

Azan Sandhu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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SAEED AJMAL STORES


Integrated Marketing Communication

Marketing weaknesses of a local brand


Assignment

Shaheryar Amjad (17F8701)


Waqar Hassan (17F 8711)
Azan Kamran (17F 8713)
Abdul Basit (17F 8744)
Shawal Aslam (17F 8737)
Ashar Khan (17F 8732)
Anas Shahid (17F0028)
sss

Saeed Ajmal Stores


Marketing issues in Saeed Ajmal stores and in their advertisement.

Introduction:
This brand is the product of cosy internationals and it is purely a local brand with the origin of
Faisalabad. Their stores are operational in more than 8 cities which include Faisalabad, Lahore,
Rahim yar khan, Multan, Sargodha, Mandi Baha Uddin, Jhang, Gujranwala and other places too.
Cosy International is a well-known Export Company of Faisalabad which is making progress by
it continues efforts with different well-known brands in European Market, America & all over
the world.
Issues in the marketing campaigns:

 A meaningful story:

In comparison to other brands, each brand has an essence to what they represent or focus
but SA did not portrait such essence e.g., like Nike focuses on “aspiration.”

 Tagline/slogan:

Sadly, SA does not have any tagline or slogan just like his competitor e.g. outfitters have
the tagline of “Erase Your Limits” & Junaid Jamshid has the slogan of “Soully East.”

 Uniqueness and specific segmentation:

Saeed Ajmal does not specify their specific segment they are dealing in all segments that why it is
difficult to be successful in either field or will not be premium in any segments. They provide
clothing for children, adults males, now even for females, and they provide shalwar kameez,
jeans, shorts, unstitched clothes even more diversified products too.

 Mass advertisement:

SA never focused on the mass advertisement. Neither on television nor on billboards for such a
long time, they do not even highlight their sale or boost it on social media seasonally.

 Brand message:

As we talked of tagline and segmentation regarding SA it is pretty much unclear to people the
brand message for SA, because their influencer is a sports person, and their logo shows the image
of cricket ball focusing something related to sports but all the products they sell are multi
traditional rather any sports segment, so this creates a contradiction.
 Community outreach initiates:

SA should make outreach to their customers by any means, or focus on e.g., like “fun add” so
they can reach people’s subconscious minds. Should do some marketing campaigns, YouTube
boosting to show their visibility to customers. As they only have 142k likes on their Facebook
channel, while such a big community of Punjab.

 WOM:

Word of mouth of SA is too week in terms of brand and the influencer Saeed Ajmal is not
improving the image of brand to promote it.

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