LAHORE SCHOOL OF ECONOMICS

COURSE

Brand Management

TERM PROJECT

SUBMITTED TO

Mr. Arshad Awan

SUBMITTED BY

Usman Ameer Khan 09E0029

TABLE OF CONTENTS

INTRODUCTION OF THE BRAND.............................................................................................1

Current Position...........................................................................................................................1

History.........................................................................................................................................2

Success Factors............................................................................................................................2

BRAND AUDIT..............................................................................................................................3

Mental Map – Lawrencepur.........................................................................................................3

Consumer Segmentation..............................................................................................................4

Brand Mantra...............................................................................................................................6

INTRODUCTION OF THE BRAND

Current PositionDawood Lawrencepur Limited is an integrated company of The Dawood Group, which has emerged from the amalgamation of Lawrencepur Woolen and Textile Mills Limited, Dawood Cotton Mills Limited, Burewala Textile Mills Limited and Dilon Limited. For the past half a century these companies embodied tradition and quality – common threads that now bind them together for the collective benefit of all customers, shareholders, employees and other stakeholders1. The company was incorporated in 2004 and its registered office is in Lahore.

Vision

To pursue sustained growth through a diversified business portfolio for enhancing stakeholder value2.

Mission

To be a responsible corporate citizen with respect for the society.

To achieve a safe & healthy business environment.

To provide an excellent working environment and growth potential for the employees.

To strive for excellence through commitment, integrity, honesty and teamwork.

To make honest and ethical behavior a way of life.

To improve quality of life for our employees3.

1 http://www.dawoodlawrencepur.com2 Annual Report 2010 3 Annual Report 2010

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History

Dawood Lawrencepur was established in 1954. It is the first producer of worsted fabrics and garments in Pakistan which have been sold the under the prestigious brand name Lawrencepur.

Lawrencepur Woolen and Textile Mills Limited was incorporated in Pakistan on August 15, 1960 as a public limited company. Its shares are quoted on the Karachi and Lahore Stock Exchanges. It is engaged in the manufacture and sale of worsted yarns and fabrics4.

Success Factors

Following are the main success factors:

Pioneers of woolen suiting Generations old brand Quality Products Innovation by going into stitched suiting Outlets at key places.

4 Annual Report 2001

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BRAND AUDIT

Mental Map – Lawrencepur

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Tarang

Tea

Upbeat

Jingle

Tarang he tarang hai

Excitment

Suiting

Fabric

Film Actors

Family culture

Music & Dance

Consumer Segmentation

1. Thrifty Housewives:

2. YOUNG PROFESSIONALS

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Demographic

Sex : FemaleAge: 25-45Income: Low Income

Psychographic

Family Oriented

Benefits Sought

Serving for GuestsRefreshment

Demographic

Sex : MaleAge: 24-30Income: 25,000 - 45,000

Psychographic

ProfessionalsBusy Officeial lifeOutgoingSocialization

Benefits Sought

Looking good Meeting with office requirementsIdividual identityUse in meetings, official functions, marriage functions.

3. OLDY USERS OF BRAND

4. SOCIAL ELEMENTS

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Demographic

Sex : MaleAge: 45-70Income: 60,000 - 100,000Marired

Psychographic

Brand loyalResponsible for running home.

Benefits Sought

Keeping past alive.

Demographic

Sex : Male/Female Age: 45-60Income: 60,000 - 100,000Marired

Psychographic

Brand loyalResponsible for running home.

Benefits Sought

Giving gifts at marriages of near & dear ones especially childrens.

Brand Mantra

Brand Emotional Modified Descriptive Modifier Brand Function

Lawrencepur Premium Quality Clothing

Lawrencepur Pakistani Quality Clothing

Lawrencepur

Lawrencepur

Lawrencepur

Lawrencepur

Dawood Lawrencepur was established in 1954. It is the first producer of worsted fabrics and garments in Pakistan which have been sold the under the prestigious brand name Lawrencepur.

Currently it is one of the best clothing brands of Pakistan especially in men’s wearing. Lawrencepur has created good brand awareness through its quality products and advertising. Lawrencepur offers an extensive range of eminence quality of unstitched clothing and Ready-made suits / Jackets, Trousers, Shirts, Waste Coats, and Safari Suits for formal and corporate wear to the upper middle and elite class.

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