Marketing mix - Pakistan
Product – the product that has been selected by SARMAN is jeans. By doing survey SARMAN found out that there is demand for jeans in Pakistan. Pakistan is a developing country and most of Pakistanis they do not wear jeans on regular basis. But the jeans market is increasing day by day. SARMAN has to do product adaptation to meet its customers demand. SARMAN wants to give its customers what they want and not what SARMAN thinks they want. For women to wear jeans in Pakistan is not common yet, only elite class and upper middle class women wear jeans. But SARMAN will provide opportunity to all Pakistani women to wear jeans with their long kurtas (Tops).
Place – SARMAN wants keep its customer on ease. SARMAN plans to market jeans in various shopping malls across Pakistan, where it is convenient for customer to buy. SARMAN is aware that in Pakistani people prefer to visit the shop and check the material carefully before making any purchase.
Promotion - SARMAN will use various ways to promote its product such TV, Magazines, Bill-boards and social media. According to Tribune, (2013) there are now 30 million internet users in Pakistan and 16 million people uses social media with 7% of growth every year. Therefore it would be suitable for SARMAN to promote its products through social media pages such as Facebook, Twitter etc.
Price - is the only marketing mix that will generate revenue for SARMAN. SARMAN will enter Pakistani market with Premium Pricing Strategy. The reason that SARMAN decided to choose premium pricing strategy to enter Pakistan market is that SARMAN wants to develop its brand around the unique and differentiated jeans products. Pakistan is a developing country and its GDP in 2013 was at $232.3 billion according to World Bank. Pakistan consumer spending in 2013 was $181.76 billion and within two years it rose up to $228.71 billion in 2015 and expected to rise till $333.71 billion in 2018 just after three year time. These findings serves as a rationale for venturing into the Pakistani market with the same premium pricing strategy (Statista, 2015).
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