intro marketing

MARKETING
GROUP MEMBERS: ANUSHE FAWAZ, TAHA YASIN, DANIYAH TARIQ,

AREEB ADNAN, MAHEEN MAJID
SELECTED BRAND: LIMELIGHT
OVERVIEW
Limelight (Maypole Private Ltd.) was established in 2010 by

Mr. Wahaaj Tariq and Amna Wahaaj as a fashion brand. Since
then, the brand has grown across the country with more than 70 outlets – 16 outlets in Lahore, 8
in Karachi, and more across other cities, such as Rawalpindi, Peshawar, and Gujrat. As reported
by Statista, Limelight bags 3rd position in the sales percentage ranking of e-commerce
businesses.
Limelight’s flagship store is situated at M.M. Alam Road – the hub of brands and fine dining – in
Lahore. Limelight has a wide range of products for both men and women, although, a significant
portion of the target market is women. Limelight offers stitched, unstitched, eastern, western,
semi-formal, and formal clothes. It also sells fragrances, jewelry, bags, and footwear. Limelight’s
designs consist of floral patterns, Indian ethics, and contemporary styles. The brand’s vision
statement encompasses the will to create attractive and comfortable outfits for women belonging
to every age and persona. Conversely, the brand has grown to cater to men’s needs with its suits,
waistcoats, kurtas, and fragrances for men.
Due to the large variety of products Limelight offers, we chose Limelight as our brand for the
project. Not only does Limelight have its headquarters in Lahore, making it a popular brand that
is within our reach, but it is also a staple brand when it comes to shopping for special occasions
like Eid. Furthermore, it is well known among people of different ages and backgrounds.
BUSINESS LIFE CYCLE STAGE
After its launch in 2010, Limelight experienced rapid growth in its market share. Crowds of
women flood the outlets to grab new releases by the brand. Thus, Limelight could be said it is in
its growth phase. Growth in a Business Life Cycle stage means the brand is on the way to
reaching the maximum of its potential and experiences increasing competition. There is also a
rather slowdown in sales, meaning the sales grow at a decreasing rate. Limelight experiences
intense competition from brands like BeechTree, Alkaram, Gul Ahmed, and Nishat Linen,
among others. Furthermore, Limelight can be seen allotting a generous portion of its costs to
promotion and sales. Just recently, in November 2022, the brand launched two new series of
designs: Be Yourself Winter ‘22 and Winter Launch ‘22 where discounts of up to 30% on
selected products were given.
In terms of outlets, Limelight has widespread brand outlets covering a large area of Punjab and
Sindh with their outlets. Limelight has more than 70 outlets in 32 cities of Pakistan. This further
shows that limelight tackled the stage 1 of business cycle efficiently as they established their
name in stage 1 of business cycle. Now their business is in growth stage in which they are
successfully stabilizing and expanding their business to increase market shares. The increasing
number of outlets shows that their markets share in increasing and their followers on social
website instagram that they have amassed 3.6 million followers which clearly shows their
increasing customer base. After being in fashion industry for few years, limelight is going
through rapid growth.
BRAND ANALYSIS:
1. Limelight sells consumer products that can be classified as shopping and specialty as
some of their dresses are quite expensive and for rare occasions like weddings.
REASON:
People buy clothes depending on seasons and occasions as selective distribution which is only
seen on limelight outlets.
2. Product and service decisions:
Product support service: limelight exchange policy, next day delivery
**mention bad customer service when ordered online.
Though limelight has always received good reviews from customers there are bad reviews also
especially from their outlets located in small cities such as Sialkot, Swat and Hafizabad.Example
of one such review is from a customer who lives in Hafizabad complained about Limelight not
turning their air conditioner on despite the heat outside even though they had electricity and the
employees of that store did not treated the customer with respect. Another feedback from
customer was that she had ordered her parcel but did not receive in within given time. One more
review from customer living in Swat commented, that whenever ordered online from limelight
they will ignore any queries or will take a long time to respond to those queries. The feedbacks
have been gathered from trustpilot reviews given on limelight. Almost 47 customers have
complained about this behavior of limelight.
As
3. PRODUCT MIX/ PRODUCT LINE DECISIONS
LIMELIGHT SBUs:
FEMALE-ORIENTED:
UNSTITCHED (12 OPTIONS) VS PRET (EASTERN+WESTERN) (9)
FRAGRANCES
Perfumes (28) + body mist (7)
ACCESSORIES (10)
COSMETICS (3)
MALE-ORIENTED:
STITCHED FORMAL WEAR (4 types)
FRAGRANCES (6)
4. Brand positioning
Product attributes: designs, quality, long-lasting
Beliefs and values: connecting with people on special occasions, eid
Brandname selection:
“Selection and protection” limelight is easy to pronounce and gives the customer the image that
wearing their products would bring attention and focus to them as that is what the word limelight
means.
5. Brand sponsorship
6. Brand development
MISSION STATEMENT:
OFFICIAL:
“Limelight is working hard to provide its customers with high-quality products at a very
affordable price range.”
to deliver high-quality products/goods at reasonable rates that suit ever-changing
trends.
CRITICISM: slightly product-oriented. The current mission statement limits the
brand’s pricing , so it will always be an “affordable” brand
COMPARISON W BEECHTREE MISSION STATEMENT:

With quirky designs and catchy color palettes, we strive to inspire young girls to maintain
positive self-expression and fear none while following the latest trends.
GUL AHMED
To deliver value to our stakeholders through innovative technology, teamwork and by fulfilling
our social and environmental responsibilities.
MARKET ORIENTED: We make you glow to make every moment special – Anushe
Market Oriented: Our goal is to establish a clothing business that can provide customers with
products of exceptional value, quality, and design.- Maheen Majid

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MARKETING

GROUP MEMBERS: ANUSHE FAWAZ, TAHA YASIN, DANIYAH TARIQ,

SELECTED BRAND: LIMELIGHT

Limelight (Maypole Private Ltd.) was established in 2010 by

COMPARISON W BEECHTREE MISSION STATEMENT:

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