Launching and Marketing of a New Brand ANFA

Abstract

This report of ANFA offers a detailed and thoughtfully executed study on the formation, development, and advertising of a up and rising luxury niche brand titled “ANFA”, by Ana Asim and Huzaifa Nasir, final year students of Bachelor of Business Administration at Bahria University, Islamabad, under the supervision and guidance of Sir Adil Hashmi. ANFA is not just a fragrance brand, it is a premium, experience-driven label positioned within the luxury market, designed to cater to refined tastes and a more selective consumer base. The idea for ANFA emerged from our observation of a clear gap in the local fragrance industry, while there are either high-end imported options with inflated prices or low-cost local alternatives with compromised quality, there was a lack of an accessible luxury brand that could offer both exclusivity and authenticity within Pakistan. This report highlights our entire journey, starting from the conception of the brand’s idea, identification of our target niche, and deep consumer research, to the crafting of the brand identity, fragrance development, and luxury-oriented packaging. ANFA is built to deliver a complete sensory experience, not just a product. Every element, from the scent compositions to the elegant packaging and brand aesthetics, is designed to evoke emotion, class, and personal identity. We present a all-inclusive synopsis of our branding tactics, product development process, supply chain arrangement, market research analysis and marketing performance. Mostly focus was placed on how to build a brand that expresses straight to its niche market through personalized branding, handpicked messaging, and aesthetic plea. The advertising campaign combined outdated methods with a strong online presence, particularly on platforms like Instagram, which allowed us to share ANFA’s story and connect with customers emotionally. Calculated sampling, targeted ads, and influencer collaborations were used to improve brand reach and consumer engagement. The report also includes comprehensive monetary planning, including cost structures, pricing strategy united with the luxury segment, and supportable profit margins. We also share the encounters we faced from finding high-quality ingredients and wrapping materials to refining our positioning, and how we overcame them through resilience, research, and adaptability. In decision, this project is not only a complete brand growth case but also a motivation for ambitious entrepreneurs. It reflects our confidence that with vision, hard work, and calculated thinking, it is possible to build a brand that doesn't just sell a product, but delivers an experience. ANFA signifies our dedication to excellence, luxury, and the power of storytelling in branding.