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
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 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.