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1.1
Company Background:
Twelve brand is a Bangladeshi clothing brand and its offer high quality and affordable
clothing for man women and children. Bangladeshi fashion clothing industry is expending
day by day, this brand is also inspired by this growing trend. TWELVE clothing L.T.D is the
12th concern of "TEAM" Group. Abdullah Hil Rakib, managing director of team group. The
brand was founded December 12th, 2012. The specific date in 12/12/12 hold the
significance as the 12 became their brand identity. This brands released their first outlet in
Uttara, Dhaka. The Grand currently has 30 active outlets. However this brand curved niche
for itself in the fashions industry but also waves responsibility, sponsorships Practices. From
October 31 to November 2, 2022 TWELVE was a partner of (BI PSOT) (Bangladesh Institute
of peace support operations Trainings). TWELVE Stepped into realm of marathon
sponsorship with VCR Half marathon 2023 on 6th October with was held in Hatir Jheel. They
sponsoring (Run Green Dhaka) about 13000 runners. They wear t-shirt by this brand. They
have 501-1,000 employees throw-out all the outlets. S.k Tanvir Tapos is G.M business
operators at twelve Samia Ahmed. Department head, outlet Branding and Promotion. This
also produces eco-friendly designs with high quality Products for more social and ethnical
environment. They also focuses into making clothes that’s fit and please individual
Customers.

1.2
SWOT Analysis:

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Strengths

 Providing good quality with affordable price.

 Unique product mix focus.
 Providing sessional products.

Weakness

 Lack of local professional’s.

 Row materiel production limitation.
 Lack of designs innovation.
 Time consuming service.

Opportunities

 Target middle age customers.

 Expending online market.
 Exporting products for international expansion.

Threats

 Products variety and demand for fancy items.

 International commutative exported market.
 Demand and raise of the price of raw materials.
 Speed order increases for all buyer.

1.3

Competitor Analysis:
Twelve is a clothing brand. In this market there are many competitors in Bangladesh. They
might face competition and make their brand way more excellent man the other brand.

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Sailor: Sailor is owned by Epylion LTD holding. This brand is known for trendy and western-
influenced for young and adults.

They sell slightly higher price than twelve and positioning themselves as a more premium
Brand. Strong social presentences and focus on celebrity endorsement’s also extensive
network of retail store and online presence. While trends there offerings might be limited in
some categories.

2 Yellow: This brand own by Beximco group. Yellow has wide Range of charting for
men, women and children catering to a more family oriented audience. Established
brand with of focus on quality and affordability. Extensive network of retail stores
throughout Bangladesh. They have strong brand recognition wide product range,
good value Proposition. However, there focus on family oriented clothing might
make their designs seem less trendy.

3 Richman: Richman is the country leading which focuses on formal wear and office
attire for men and women. They focuses on quality and sophisticated design. They
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 have retail stores in every major cities in Bangladesh. The brand has strong
reputation for quality in formal wear. However, the primarily focusing on formal
wear restricts their customers and failed to focus in trendy things.

4 Ecstasy: Compared to other brand this brand has too much experience at this
market. It established at 1997 with single chain now become one the nation's
largest fashion retailers. They know for fashionable party wear. They follow
competitive pricing targeting a young and fashion conscious audience primarily
online presence with a limited physical stores. This brand is limited variety of women
clothing.

1.4
Logo and Tagline
Twelve logo is a simple and elegant design. Featuring the number 12 is in a stylized
front The 1 is curves slightly to form a symbol that brands focus individuality. The
color of the logo’s background is deep orange and white represent the TWELVE.

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 1.5
Mission Statement
Twelve clothing empowers individuals in Bangladesh to express their unique style
with confidence, by providing high quality trendy clothe at accessible price. They
mainly focuses on middle age customers and goals is to set outlets in every district.

Marketing mix elements

Product and price:
Men’s product and price

Image Category Color Price

Men’s s/s shirt Blue /White TK 1479.00

Men’s S/S shirt White /Black TK 1479.00

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Men’s L/S shirt White /Black TK 1758.00

Men’s L/S shirt Black/Pink TK 1758.00

MENS FORMAL BLUE CHECK TK 2223.00

SHIRT

MENS FORMAL YELLOW TK 2223.00

SHIRT

MENS T-Shirt Blue TK 642.00

MENS Tank Top Black & Yellow TK 456.00

MENS PREMIUM DEEP BLUE TK 4456.00

PANJAB

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 MENS BASIC BLACK TK 1758.00
PANJABI

MENS POLO PETROL BLUE TK 1,851.00

Women product and price:

ETHNIC BOXY WHITE TK 1,665.00
TOPS

ETHNIC 3PCS BASE TK 4,456.00

ETHNIC 2PCS PEACH TK 3,433.00

ETHNIC WHITE TK 4,642.00

PREMIUM KURTI

Ladies Dress Brown/White TK 1,166.00

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 Ladies T-Shirt Grey TK 735.00

LADIES LEGGINGS WHITE AOP TK 1,107.00

Junior product and price (women):

GIRLS 3PCS YELLOW TK 1,665.00

Girls T-Shirt Aqua TK 753.00

Girls Frock Yellow TK 1,293.00

Accessories:
Mask Red TK 149 .00

Twelve Cap Black TK 390 .00

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 LADIES COFFEE TK 5,229.00
EXCLUSIVE BAG

2.2(b)
Analysis Twelve’s pricing strategy we find that they use competition based for their
products .Compare to other brands they sell bit of lower price. They want to attract the
customer to maintain their lower price compare to their competitors. They also use
psychological pricing strategy as we seen that maximum of their product end with 6 or 5 or
9. However they offer sale on seasons like summer, winter. It is also example of discount
allowance pricing.

2.2 (c)

Twelve is mainly targeting young age customers and those who are familiar with the trend.
As they targets young adults they also focus on affordability. However, they should focus on
market skimming by increasing their product quality which results will be fewer but they can
gain more profitable sale.

2.3 Promotion

Marketing have shifted away from Mass Marketing (More Broadcasting) to Segmented
Marketing (Narrowcasting) due to heavy Information Communication & Technological
improvement throughout the whole world. As TWELVE uses Social Media, it can easily be
said that TWELVE focuses on Segmented Marketing or Narrowcasting. TWELVE uses 3 Social
Media Applications and those are Facebook, Instagram and Youtube to promote and sell its
products. Also they are promoting through website.

Facebook

In today’s well technologically developed world, almost everyone uses Facebook. There are
approximately 55.6 million Facebook users in Bangladesh based on Facebook Audience size
as of April, 2024. TWELVE has a Facebook page where it uploads photos and short videos to
showcase and promote its tailored products.

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For engagement on Facebook they use this kind of posts.

Instagram:

Instagram is well known platform for promoting a brand’s overall image to people.
TWELVE has an Instagram page where it mostly uploads photos of its clothing collections
and promote its brand image along with its products. Currently they have 34k followers
on Instagram.

YouTube:

TWELVE uses YouTube to upload short videos mostly to showcase and promote its clothing
products. Also they upload videos of their new outlets, new collections, and lots of
promotional contents.

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New Promotional Tactics Twelve should adapt:

TWELEVE should use more collaboration contents to attract new customers. TWELVE has
only collaborated with Bangladeshi Actor Siam Ahmed in 2024 Eid-ul-fitr. More of the
Bangladeshi Actors, or Powerful Social Media Influencers should be invited for
collaboration which will not only attract new customers but also boost its product sales.

Types of content TWELVE uses:

TWELVE simply uses paid models to promote its products almost all the time during a year.
The hired models try out TWELVE’s clothing products and TWELVE takes photos and make
short videos of those hired models wearing TWELVE’s new products. Then those photos and
short videos are uploaded into Social Media platforms which reaches to TWELVE’s current
and potential customers.

Buzz Marketing:

TWELVE collaborated with Siam Ahmed during Eid-ul-fitr of 2024. There are a lot of fans of
Bangladeshi Actor Siam Ahmed. Since TWELVE is a clothing brand, the models it collaborates
with must be fit and good looking for its products promotional purposes. Not only Siam
Ahmed is a Bangladeshi Actor but also he is fit and good looking man who have millions of
fans in Bangladesh. We suggest Siam Ahmed for TWELVE’s brand ambassador which can
positively impact TWELVE’s brand image and boost its product sales

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Promotional Methods beyond Advertising:

Sales promotion:

This is a well-known short term incentive that TWELVE uses. Sales promotions contain
discounts, coupons, displays etc. but it is a short lived type of promotion. Therefore,
constant changes in sales promotion must be made in order to keep the current customers
and pursue potential customers to make purchases.

Direct Marketing

Nowadays website is a good way for promotion because it contains lots of information
about the brand itself. Twelve also promoting through website where they share their

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outlets locations, product details, price, sale and everything about the brand. Also a
customers can purchase through Twelve’s website.

Public relations:

TWELVE engages itself with public relationship campaigns. The brand sponsoring lots of
events in many university in Bangladesh. Last time, T welve Clothing joined the 8th RUCC Job
Fair 2024 at Rajshahi University on 24may 2024. Also they offer lots of events to engage
customers.

Personal selling:

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TWELVE can provide leaflets containing interesting discounts and bundle offers. People love
offers and discounts in general. Personal selling like providing leaflets can be of help for
boosting sales and attracting potential buyers towards TWELVE.

Focusing on Social Media for brand visibility and profit maximization :

In today’s world, marketing focuses on Segmented Marketing which is basically

Narrowcasting. This change has occurred due to heavy technological improvements
throughout the whole world. Narrowcasting refers to targeting a specific audience with the
brand’s tailored contents or messages. It focuses on delivering information, advertising or
entertainment to a particular demographic group. There is a heavy mix in Bangladesh’s
demography. Most of the people have common interests. In Bangladesh as well as the
whole world, people love to see a particular brand collaborating with Celebrities, Sports
figures or Heavy Influential Social Media figures. Many people browse and make purchases
of TWELVE’s products through Facebook or Instagram. However, proper and fast responses
to customers, delivering the purchased products carefully and timely can hold a huge
positive impact towards TWELVE’s brand image. Also, making interesting social media
contents such as collaboration videos with positive public figures can help the brand to build
its positive image.

2.4

Place /distribution

Twelve follow selective distribution all over the country. Their products are available in
some selected places where they have their outlets. They have more than 30 outlets all
over the country where they mainly sell their products. They also follow corporate VMS
because they have manufacture and distribute by their own.

3.1

Type of consumer product

The type of product Twelve providing is Shopping products .There products are mainly
clothing products what people wear for example (Shirts , Pants ,T-shirt, Kurtis ,Tops
etc.).When consumers buy those products they might compare across different brands

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before making purchase decision and these products are less frequent .However this
products are less available then convenience products .

3.2

Type of consumer buying behavior:

The type of consumer buying behavior is Variety Seeking. Customers has lower involvement
when they purchase twelve products. Also consumers seek out different brand and
different options with in the product category .It shows that compete with other brand
twelve might provide discounts and promotion that helps to make loyal consumer.

4.1

Target customer:
Twelve target customers primarily consist of young men and women, as all as junior age
boys and girls. Twelve includes young individuals ranging from 12-30 years old, reflecting
the brand's focus on youth culture and fashion. Twelve caters to do both males and females
within defined range. This gender inclusive approach allows the brand to offers a wide
variety of clothing options to the preferences and style choices of young men and women.
Twelve’s target customers are lively fashion-conscious individuals who are interested in
staying up-to-date with the latest trends and styles. In summary, twelve’s targeted
demographic based on age and life cycle.

4.2
Market segmentation:
Twelve segments its market using a combination of Geographic, Demographic and
Psychographic.
Geographic: Twelve brand mostly targets Urban Cities. They have outlets in Cities like
Dhaka, Chittagong, Rajshahi, Khulna, Barisal, and Cox’s Bazar etc. In Dhaka they have outlets
in Basundhara, Banasree, Uttara, Mirpur, Dhanmondi , Gulshan where economies are
growing and people in those areas are more enthusiastic to buy their product .

i) Demographic Segmentation:

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Age and life cycle:

Twelve specifically targets GenZ and millennials. They use socials media influencers for
promotions and most of the GenZs people used to follow those influencers. Also, they
follow trendy products which might attract those GenZs .They also segmented for
millennials for office wear and formal uses. he brand caters to both males and females
recognising their distinct fashion preferences and style associated with each gender
within it's target demographic .

Gender:

The brand caters to both males and females recognizing their distinct fashion preferences
and style associated with each gender within target demographic. For social media
promotion they use both male and female to spectacle customers they use both gender
segments.

ii) Psychographic Segmentation:

Social class:

Twelve clothing pricing focus on with an affordability. They segmented for Middle class,
Upper Middle class, Upper class based on product verity.

Lifestyle and personality:

The brand mainly targeting adults and who following trendy and like to express themselves
though clothing choices. Their product mix offers ethnic and western wear for those who
are fashion cautious and also enjoys the cultural trends.

4.3

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Market Targeting:

The target marketing strategy consists of set of byers who share common needs that the
company decides to serve. When it comes to twelve they use (Differentiated segmented
marketing). Twelve hope for higher sales and a stronger position within each market
segment. Their product are not cheap. They provide the customers with better quality.
Producing such neat and clean, fashionable, trendy, and stylish design also increases the
production cost for the company. Hence, the price of their product is little bit higher and
they produce their products in such way which attracts those customers who want to stay-
up-to date, trendy and style.

4.4
Differentiation:
Product differentiation:

Twelve is focusing on offering trendy style with affordable prices .All the Twelve products
are differentiated from its competitors because they are following and producing trendy
design for their customer .They have special summer collection of products which called
“Heat Fit” where they offer 107 different man products and 78 different woman

products.

Service Differentiation

Twelve always committed to its customer satisfaction. If any kind of product that are not
satisfy customers they can easily return by maintaining their terms and policy .They also

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have return policy for pending and return orders. They also provides cash on delivery
service.

People Differentiation

Twelve not only providing provide better customers service but also they care about their
staff. They give 20% product discount for their staff and also give provides lunch
consumption which is differentiated their brands from other brands.

4.5

Positioning

Positioning is the place the product occupies in customers minds relative to competing
product. Along with some of the high range clothing brand in Bangladesh, such as Yellow,
sailor, Ecstasy; Twelve is going for "The same for less" positioning strategy Because, TWELVE
produces the same products and maintain high quality alongside the other Bangladeshi
clothing brands such as Yellow, Sailor, Ecstasy but provides their products with
comparatively Low-price to their Customers. For example; TWELVE sells a men's Casual shirt
1590 (795with a discount) at the Lowest price whereas Brand like Yellow, Sailor, Ecstasy
Sells a Casual shirt of at the lowest 1666 Taka (Ecstasy). It can be seen that TWELVE is
providing their customers with the same quality as Yellow, Sailor and Ecstasy but charging
competitively low price for the same category products. Therefore, TWELVE is maintaining
the “The same for Less “positioning strategy.

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