Gul Ahmed

INNOVATIVE

Abdul Basit

Asim Shakil Elias

Hassam Munawwar

Mohammad Waseem

GUL AHMED

Gul Ahmed

Leader in textile mills Quality products Oldest brand Diversification

INTRODUCTION

With over a half a century of excellence, Gul Ahmed is synonymous with quality,

innovation and reliability. From producing finest quality cotton yarns to

most exquisite variety of home linen and fashion fabrics, Gul Ahmed has emerged as an icon of creativity and

style for you and your home.

Vision Statement

Setting Trends globally in the textile industry. Responsibly delivering

products and services to its partners.

Mission Statement

To deliver value to its partners through innovative technology and teamwork. Fulfilling its social and environmental

responsibilities.

History of Gul Ahmed

The group began trading in textiles in the early 1900’s. With all its know-how and experience,

the group decided to enter the field of manufacturing and Gul Ahmed Textile Mills Ltd. was incorporated as a private limited company, in the year 1953. In 1972 it was subsequently

listed on the Karachi Stock Exchange. Since then the company has been making rapid progress

and is one of the best composite textile houses in the world. The mill is presently a composite

unit with an installed capacity of 103,000 spindles, 220 wide width air jet looms, 90

Sulzer’s, 297 conventional looms and a state of the art processing and finishing unit.

Basic Information of the company

CEO Name Mr. Bashir H. Ali Mohammad

Year Establish 1953

Company Sale Approx Rs. 60,00,000/- month.

Key Products Bed-Linen, Curtain, Fabric, Yarn,

Industry Focus Manufacturer Textile

Quality Policy Maintenance of Quality Systems on the guidelines of ISO 9000 series of standards.Customer satisfaction through employee participation & innovative technology application.Training of employees on quality awareness, ISO 9000 concepts & system documentation including: procedures, work instructions, specification etc. Training should be an on-going process and refreshers and reviews are a part of training.

Social PolicyGul Ahmed Textile Mills Limited has striven to become one of the leading companies to actively participate in the social and economical growth of the country. The company will endeavor to address following issues:1. Enforcement of minimum age of employee of eighteen (18) years without any discrimination.2. Relaxed environment for employees.3. Practical measures related to health and safety.4. Equal opportunity.

Environmental PolicyGul Ahmed Textile Mills Limited pursue long term corporate objectives towards conservation in the use of electricity, gas and water for setting up an environmental management system. We plan to meet global environmental challenges in all areas.

Health and Safety PolicyGul Ahmed has a H&S manual and a permanent committee to ensure safety of staff and workers. The members of the committee are: Technical Directors. General Manager Maintenance. Processing Manager. Management Representative (Health & Safety). Stitching Managers. Admin, Security & Fire chief.

Awards

Gul Ahmed Textile Mills Ltd has been awarded the most

prestigious marketing

excellence award of "Super brands"

of Pakistan.

Few Major competitors of Gul Ahmed

63478744

Al-karam textile

Dewan Textile Mills Ltd. 13504608

Azam Textile Mills Limited.   13275000 

Market segmentation “ Dividing a market into distinct groups of

buyers who have distinct needs, characteristics, or behavior.”

Geographic segmentation – based on location such as home addresses;

Demographic segmentation – based on measurable statistics, such as age or income;

Psychographic segmentation – based on lifestyle preferences, such as being urban dwellers or pet lovers.

Gul Ahmed’s Marketing Segmentation

It is segmentation on the basis of :

GenderMale & Female

IncomeUpper and Middle Class

LocationOnly developed cities of Pakistan

Marketing Mix

“The set of controllable tactical marketing tools—product, price,

placement, and promotion—that the firm blends to produce the response it

wants in the target market.”

Marketing Mix

Market Positioning

“Market positioning has come to mean the process by which marketers try to

create an image or identity in the minds of their target market for its product, brand, or organization.”

Gul Ahmed’s Market Positioning

Gul Ahmed is a brand leader itself and is in a good position than its competitors. Gul Ahmed’s products are according to customers’ needs. Customers feel satisfied and contended because of the quality and comfort.

PRODUCT

“Anything that can be offered to a market for attention acquisition, use or consumption that might satisfy a want

or need.”

Product line of Gul Ahmed

Fabric

Bed-linen

Curtains

Yarn

Printed khaddar designs 2011 (Female)

Male

Bed-Linen

Curtains

YARN

Product Attributes

Quality

Unlimited range of designs

Wide range of colours

Branding

With the passage of years Gul Ahmed has made its very good reputation in the market. Gul Ahmed, as a brand,

is a symbol of Quality, Style, Comfort and Satisfaction and this is all seen in

its products.

PACKAGINGGul Ahmed use hand bags, on which its logo is printed, for

packaging

LABELINGGul Ahmed uses labeling for its

products. It puts a stamp of “Gul Ahmed Textile Mill” on its

each and every product, so that, its products are

recognized by seeing its stamp on them.

Product Support Service

Gul Ahmed manufactures and sells cloth so it does not provide product support services to its

customers because they are not required. Else Gul Ahmed

welcomes any complaints and suggestions to improve its

products.

Setting Price

Pricing Strategies and Gul Ahmed

Market-Penetration Pricing Product Line Pricing Optional-product Pricing By-product Pricing Product Bundle Pricing Segmented Pricing Promotional Pricing Geographical Pricing Dynamic Pricing

PROMOTION

“Promotion is communicating with people in an attempt to influencing them

towards buying the products and/or services.”

Promotion Tools

The vital promotion tools used by Gul Ahmed are:

Advertising Sales promotion Public relations Personal selling Direct marketing

Advertising Tools:

Banners / Posters

TV Commercials

Magazines

Customer database

BANNER / POSTER

TV COMMERCIAL

SALES PROMOTION

Devices used in sales promotion include:

Coupons

Samples

PUBLIC RELATIONS

It involves building good relations with the company’s various publics

by obtaining favorable publicity, building up a good corporate

image.

Publications

Written materials are prepared to reach and influence the target

markets.These materials include: Annual reports Brochures Articles Company newsletters Magazines

Events News conferences Seminars Outings Trade shows Exhibits Contents Competitions Anniversaries

Diversification by Gul Ahmed

Ideas®

Ideas® by Gul Ahmed

Ideas® by Gul Ahmed is the retail venture of Gul Ahmed Textile Mills Ltd. Visualizing the needs of customers and

the growing trend towards the retail industry, the company decided to

diversify into the retail sector in 2003

OUTLETS OF Ideas®

Ideas by Gul Ahmed

Karachi Lahore Islamabad Jhelum Rawalpindi Abbottabad

SWOT ANALYSIS

“SWOT Analysis is a strategic planning method used to evaluate the

Strengths, Weaknesses, Opportunities, and Threats involved in a business

venture.”

Gul Ahmed’s SWOT Analysis

Strengths Fabric Wide range of designs Webpage Magazines Outlets Reliability Own Power Production Plant

Weaknesses

designs are easily copied there target market is majorly just

confined to the elite or higher class. the prices are higher then their

competitors.

Opportunities

Gul Ahmed has a great collection of colors and designs in fabric. It has the

opportunity to capture the global market. It can open it outlets in other

parts of the world and can earn a lot of profit by maintaining its standard.

Threats

Gul Ahmed has a threat of upcoming designers, who are entering in the market. It becomes difficult for the firm to compete and manage the products.

Govt. policies are negatively effecting the firms in many ways.

END