Gul Ahmed

Why GUL AHMED???

We Have Chosen Gul Ahmed Because:

• Leader in textile mills

• Quality products

• Oldest brand

• Delights customers

• 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 story of textiles in the subcontinent is the story 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 1000000

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

Company Size 25

Industry Focus Manufacturer Textile

Awards

Gul Ahmed Textile Mills Ltd has been

awarded the most prestigious marketing excellence award of "Super brands" of

Pakistan.

Annual Reports

For The Year 2008 Annual Reports Of Gul Ahmed

Gul Ahmed Advertisement

Competitors of Gul Ahmed

• Al-karam textile

• Sana and Samia

• Vinne Lawn

Market segmentation

“Dividing a market into distinct groups of buyers who have distinct needs,

characteristics, or behavior and who might require separate products or marketing

programs.”

Gul Ahmed’s Marketing Segmentation

It is segmentation on the basis of :

• Gender– Male– Female

• Income– Upper class– Middle class– Lower class

Target Market

“A set of buyers sharing common needs or characteristics that the company decides

to serve.”

Gul Ahmed’s Target Market

Gul Ahmed targets both

• male consumers.

• female consumers.

On the basis of income it targets

• upper class income groups.

• middle class income groups.

Female Garments

Male Garments

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 after purchasing Gul Ahmed’s products because they are

quality products.

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

• Bed-linen

• Curtains

• Fabric

• Yarn

Bed-Linen

Curtains

Fabric

Unstitched garments

Stitched Ladies Garments

Mens Shalwar & Kameez

Yarn

Product And Service Decisions Of Gul Ahmed

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.

Packaging

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

packaging

Labeling

Gul 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.

PRICE“The amount of money charged for a product or service, or the sum of the

values that consumers exchange for the benefits of having or using the product or

service.”

Setting Price of an object

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:

• attractive flyers

• banners

• magazines

• customer database

Gul Ahmed Advertisement

SALES PROMOTION

Devices used in sales promotion include:

• Coupons

• Samples

• Premiums

• Point-of-purchase

• Contests

PUBLIC RELATIONS

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

obtaining favorable publicity, building up a good corporate image and

handling or heading off unfavorable rumors, stories and events

1. Publications

Written materials are prepared to reach and influence the target markets.

These materials include:• Annual reports• Brochures• Articles• Company newsletters• Magazines

2. Events

• News conferences• Seminars• Outings • Trade shows• Exhibits• Contents• Competitions • Anniversaries

3. Sponsorships

• Companies can promote their brands and corporate name by sponsoring sport and cultural and highly regarded causes.

• Gul Ahmed actively participates in social events whether it’s sponsoring any charity program, or sponsoring award and sport shows.

PERSONAL SELLING:

Sales Person:• An individual promoting one or more of the

following activities:• Prospecting• representing a company by Communicating• Selling• Servicing• Information gathering• Relationship building

DIRECT MARKETING:

Direct marketing tools:

• Direct mail marketing• Catalog marketing• Telephone marketing• Direct response Television

marketing• Internet marketing

PLACEMENT

The forth and last P refers to Placement-the channel through which the product

gets to the customer. It is also termed as Place.

Placement includes:

• Channels

• Coverage

• Assortments

• Location

• Inventory

• Transport

Marketing Channels for Gul Ahmed

• Gul Ahmed has direct selling strategy.

• Producer ……… Ultimate Consumer

• It has its own retail outlet in different cities of Pakistan

Placement Of Gul Ahmed

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

Ideas® by Gul Ahmed

OUTLETS OF GUL AHMED

Gul ahmed outlets

Gul ahmed is also now in:

• Lahore

• Islamabad

• Jehlum

• Gujranwala

• Rawalpindi

• Abbot abad

BCG Model

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

• website

• magazines of its collection

• its own outlets

• strong market penetration policy

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 effecting the firms in many bad ways.