Nishat’s marketing analysis

PROJECT by BBA (2B)

SUBMITTED TO: Madam Arshiya

SUBMITTED BY: Muhammad Adil (0065)
Bilal tariq (0041)
Khizer zubair (0017)
Ali hassan (0064)
Hamza Kamran (0069)
Abubaker tariq (0057)
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The selected organization:

“NISHAT TEXTILE MILLS”

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Table of Contents
.................................................................................................................................... 1
The selected organization: ............................................................................................................. 2
“NISHAT TEXTILE MILLS” .................................................................................................... 2
Our motto for conduct this report: ............................................................................................. 7
ACKNOWLEDGEMENTS ......................................................................................................... 7
TEXTILE INDUSTRY OF PAKISTAN: ................................................................................... 8
Owner of Nishat Group: ............................................................................................................... 9
Words of Mian Mansha: .............................................................................................................. 9
CEO message:................................................................................................................................ 9
What We Do? .............................................................................................................................. 10
COMPANY INFORMATION ................................................................................................... 10
BANKERS TO THE COMPANY: ............................................................................................ 11
Mashreq Bank P.S.C................................................................................................................... 11
(Weaving units & Power Plant) ................................................................................................. 12
REGISTERED OFFICE ............................................................................................................ 12
NISHAT GROUP OF COMPANIES ........................................................................................ 13
NISHAT MILLS LIMITED ...................................................................................................... 13
INTRODUCTION: ..................................................................................................................... 13
Company profile.......................................................................................................................... 13
Vision Statement: ...................................................................................................................... 13
Mission Statement: .................................................................................................................... 14
History of Nishat Mills: .............................................................................................................. 14
Careers ....................................................................................................................................... 14
INTERNATIONAL STANDARD OF ORGANIZATION (ISO) ........................................... 15
(1) MANAGEMENT RESPONSIBILITIES ............................................................................ 15
(2) QUALITY SYSTEM ............................................................................................................. 16
(3) CONTRACT REVIEW ........................................................................................................ 16
(4) DESIGN CONTROL ............................................................................................................ 17
1. Design and Development Planning ................................................................................ 17
(5) Customer Data Control ........................................................................................................ 17
(6) Control of Customer Supply Product.................................................................................. 17

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(7) Product Identification and Traceability ............................................................. 17
(8) Inspection .............................................................................................................. 17
(9) Corrective and Preventing Measures .................................................................................. 18
(10) Internal Audit ...................................................................................................................... 18
(11) Training Programs .............................................................................................................. 18
(12) Statistical Techniques ......................................................................................................... 18
 Different Management Styles at Nishat Mills Limited..................................................... 18
 The Working Environment and Accountability ............................................................... 19
Selection & Career ladder ......................................................................................................... 19
Promotion of Persons at Nishat ................................................................................................. 19
Job Assessment ......................................................................................................................... 20
Measures To Check Overall Performance ................................................................................ 20
Accountability ........................................................................................................................... 20
MANAGEMENT HIERARCHY IN NISHAT TEXTILE: .................................................... 21
 Culture of Nishat Group ..................................................................................................... 22
Culture ...................................................................................................................................... 22
Culture of an organization ..................................................................................................... 22
Nishat group’s culture: .............................................................................................................. 22
Innovation.................................................................................................................................. 22
Attention to Detail ..................................................................................................................... 23
Emphasis on Outcome ............................................................................................................... 23
Emphasis on People .................................................................................................................. 23
Teamwork.................................................................................................................................. 23
Values: ....................................................................................................................................... 24
Practices: ................................................................................................................................... 24
Narrative: ................................................................................................................................... 24
Organizational analysis .............................................................................................................. 25
*SWOT Analysis....................................................................................................................... 25
Pest Analysis: ............................................................................................................................... 25
A) Political factors: ................................................................................................................... 25
B) Economic situations: ............................................................................................................ 25
C) Social change: ...................................................................................................................... 25

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 D): technological situation: ...................................................................................... 25
SWOT ANALYSIS: ................................................................................................. 25
SWOT Analysis ........................................................................................................................... 26
Strengths: ................................................................................................................................... 26
Weaknesses ............................................................................................................................... 27
OPPORTUNITIES: ................................................................................................................... 28
Threats: ...................................................................................................................................... 29
Major competitors ...................................................................................................................... 30
General market scenario & future prospects ........................................................................... 31
 Product range: ..................................................................................................................... 31
TEXTILE CAPACITY ............................................................................................................... 31
Export Oriented Organization................................................................................................... 32
 Nisht linen marketing analysis ........................................................................................... 32
Executive Summary .................................................................................................................. 32
Nishat Linen - An Introduction ................................................................................................. 32
Current Marketing Situation...................................................................................................... 32
Market Description .................................................................................................................... 33
Product Review ........................................................................................................................... 33
Nishat's complete product line is as follows: ............................................................................ 33
Competitive Review .................................................................................................................. 34
Nishat Linen Competitors: ......................................................................................................... 34
*Al-Karam Textile Mills ........................................................................................................... 34
*Chenone Pakistan .................................................................................................................... 34
*Ideas ........................................................................................................................................ 34
*Habitt ....................................................................................................................................... 34
*VLawn ..................................................................................................................................... 34
Advertisement ............................................................................................................................. 35
Customer Retention .................................................................................................................... 35
Objective & Issues....................................................................................................................... 35
First year Objective ................................................................................................................... 35
Second year Objective ............................................................................................................... 35
Issues ......................................................................................................................................... 35

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Marketing Strategy & Targeted segment ................................................................ 36
Marketing mix ............................................................................................................ 36
Positioning and promotional strategy ....................................................................................... 36
Sponsorship ............................................................................................................................... 36
Advertisement in peak hours ..................................................................................................... 36
Donations .................................................................................................................................. 36
Brand ambassadors.................................................................................................................... 36
Product Strategy ......................................................................................................................... 36
New innovations ........................................................................................................................ 36
Bridal and groom wear .............................................................................................................. 37
Packaging .................................................................................................................................. 37
Free samples .............................................................................................................................. 37
Pricing Strategy ........................................................................................................................... 37
First quarter year ....................................................................................................................... 37
Pricing for Market Penetration ................................................................................................. 37
2nd quarter of year ...................................................................................................................... 38
More quality same price ............................................................................................................ 38
3rd quarter of the year (season) ................................................................................................. 38
Pricing at a Premium ................................................................................................................. 38
Pricing Plan ............................................................................................................................... 38
................................................................................................................................................... 38
More quality same price ............................................................................................................ 38
Distribution Strategy .................................................................................................................. 38
Outlets ....................................................................................................................................... 38
Online shopping ........................................................................................................................ 39
Outlets KPK .............................................................................................................................. 39
Appendix:..................................................................................................................................... 40

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Our motto for conduct this report:

“Doing Your Best Is Not Enough, You Have To Do Whatever Is Necessary For
Success.”

ACKNOWLEDGEMENTS

We take this opportunity to express our profound gratitude and deep regards to our guide (Madam
Arshiya) for his exemplary, guidance, monitoring and constant encouragement throughout the
course of this thesis. The blessing, help and guidance given by her time to time shall carry us a
long way in the journey of life on which we are about to embark. We could not have experienced
the zeal and enthusiasm. We did without her unique of coordination & advising.

Signature_________________

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TEXTILE INDUSTRY OF PAKISTAN:

We all know, journey of textiles starts from seed and culminates at ready-to-wear garments and in
present competitive world scenario, it is combination of high production efficiencies, most
appropriate technologies and work methods, together with trained work force, management and
marketing skills which can give any industry a successful status.

Textile industry today is the backbone of economy of Pakistan and provides the largest number
i.e. about 40% of total industrial jobs and very vast industrial service opportunities. It has always
been the pillar of Pakistan’s economy contributing substantially to Govt. revenues. It also has a
dual linkage. As a major consumer of domestic cotton,

It provides a market for a leading cash crop and thus has a critical influence on the growth and
productivity in agrarian sector. Hence the performance of the textile industry has a vital impact on
the overall growth and development of the economy. The industry also tops, as an earner of ever-
so- scarce foreign exchange and exported goods worth US $4.9billion last year and

In 1947, at the time of independence Pakistan Textile Industry was like a feeble child with only
three cotton mills, a small woolen spinning, whereas weaving, hosiery and knitwear were features
of cottage industry. Now when we have entered into new millennium, Pakistan’s Textile Industry
has become a stalwart fellow, which has grown in all sections. Now we are not only self-sufficient
but are also exporting surplus products. Today we have over 8.358 million installed spindles,
166,000 installed rotors 20,000 shuttle less looms, 200,000 power looms, 8,000 terry towel looms,
7620 canvas looms, 157,000 woolen/worsted installed spindles, 15,000 woolen looms, 12,000
knitting machines, over 600 processing units and over 2500 garments units.

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Owner of Nishat Group:
Mian Muhammad Mansha

Words of Mian Mansha:

 “I have had many lucky breaks. Lady Luck has always been on my side. New projects just
crop up before I stop doing the old ones" (Mian Muhammad Mansha)

CEO message:

Nishat Textile is not only a name or a company. It is a passion, a desire to grow, serve and excel.
Its success story is carved by untiring hard work, dedication and adherence of its team members
to its cause. For our clients Nishat Textile is a name which stands for its commitment, customer
care, integrity, product knowledge, trouble free services and competitive prices.

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What We Do?
We offer a unique package of services to its clients in the global market. Earning a name for it in
quality, reliability and performance, we have been catering to buyers abroad with an excellent
track record and have been continuously innovating in tune with the changing needs and demands
of the marketplace. The phenomenal growth of the company can be attributed to the two diverse
streams of thought that run parallel to each other - one comes from a western mind,

Where the accent is on technology, growth and sustainability, while the other comes from an
eastern heart, where the emphasis has always been on ethics, airplays and generosity. We maintain
a very sustained and happy relationship with all our clients as we believe they are the very reason
for our growth. We will continue to strive to be the best in every department of functioning and
play a vital and integral role in the growth of Pakistani textile export scenario.

COMPANY INFORMATION

BOARD OF DIRECTORS: Mian Hassan Mansha

Mr. Fayaz Ahmad Longi (NIT)
Mr. Muhammad Bilal Sheikh (PICIC)
Mr. Aftab Ahmed Khan
Mr. Khalid Qadeer Qureshi
Mr. Muhammad Azam
Rana Muhammad Mushtaq
Mr. Muhammad Ali Zeb

CHIEF EXECUTIVE: Mrs. Naz Mansha

CORPORATE DEPARTMENT: Mr. Muhammad Azam Company Secretary

Mr. Khalid Mahmood Chohan Senior Manager corporate

AUDITORS: Riaz Ahmad and Company

Chartered Accountants

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LEGAL ADVISOR: Mr. M. Aurangzeb Khan, Advocate,
Chamber No. 6, District Court, Faisalabad.

BANKERS TO THE COMPANY:

ABN AMRO Bank
Allied Bank of Pakistan Limited
American Express Bank
Askari Commercial Bank Limited
Credit Agricole Indosuez
Citibank N.A.
Deutsche Bank
Emirates Bank International P.J.S.C
Faysal Bank Limited
Habib Bank Limited
Habib Bank A.G. Zurich

Mashreq Bank P.S.C.

National Bank of Pakistan
Standard Chartered Grind lays
Societe General – The French
And International Bank
The Hong Kong & Shangai
Banking Corporation Limited
Union Bank Limited
United Bank Limited

MILLS: Niashatabad, Faisalabad

(Spinning, Weaving, Processing,
Stitching units & Power Plant)

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 12 K.M. Faisalabad Road, Shiekhupura

(Weaving units & Power Plant)

21 K.M Ferozepur Road, Lahore.
(Stitching unit)
5 K.M. Nishat Avenue off 22 K.M Ferozepur Road, Lahore
(Dyeing & Finishing Unit and Power Plant)
20 K.M. Shiekhupura Faisalabad Road, Froze Watwan
(Spinning Unit)

REGISTERED OFFICE
Nishat House,
53, A, Lawrence Road, Lahore.
Tel: 042-6367812-16
Fax: 042-6367414

LIAISON OFFICE: 1st Floor, Karachi Chamber

Hasrat Monani Road, Karachi.
Tel: 021-6367812-16
Fax: 021-2412936

HEAD OFFICE: 3rd and 4th Floor E.F.U. House,

6-D, Main Gulberg, Jail Road, Lahore.
Tel: 042-5715646-52
Fax: 042-5715644-5

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NISHAT GROUP OF COMPANIES

 NISHAT MILLS LTD, FAISALABAD

 NISHAT DYEING AND FINISHING, LAHORE
 NISHAT FABRICS, BHIKHI
 NISHAT SPINNING, FEROZE WATTOAN
 NISHAT SEWING, LAHORE

NISHAT MILLS LIMITED

INTRODUCTION:
Nishat Mills Limited is the flagship company of Nishat Group. It was established in 1951. It is one
of the most modern, largest vertically integrated textile company in Pakistan. Nishat Mills Limited
has 198,120 spindles, 655 Toyota air jet looms. The Company also has the most modern textile
dyeing and processing units, 2 stitching units for home texitle, one stitching unit for garments and
Power Generation facilities with a capacity of 89 MW. The Company’s total export for the year
2011 was Rs. 36.015 billion (US$ 416 million). Due to the application of prudent management
policies, consolidation of operations, a strong balance sheet and an effective marketing strategy,
the growth trend is expected to continue in the years to come. The Company's production facilities
comprise of spinning, weaving, processing, stitching and power generation.

Company profile
Nishat has grown from a cotton export house into the premier business group of Pakistan with 5
listed companies, concentrating on 4 core business; Textiles, Cement, Banking and Power
Generation.
Today, Nishat is considered to be at par with multinational operating locally in terms of its quality
products and management skills.
 Annual turnover of 17 billion rupees.
 14 billion from textiles.
 Earn foreign exchange of US $ 236 million.
 Pay taxes and levis of 2,080 million rupees annually.
Vision Statement:
To transform the Company into a modern and dynamic yarn, cloth and processed cloth and
finished product manufacturing Company that is fully equipped to play a meaningful role on
sustainable basis in the economy of Pakistan. To transform the Company into a modern and

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dynamic power generating Company that is fully equipped to play a meaningful role
on sustainable basis in the economy of Pakistan.

Mission Statement:
To provide quality products to customers and explore new markets to promote/expand sales of the
Company through good governance and foster a sound and dynamic team, so as to achieve
optimum prices of products of the Company for sustainable and equitable growth and prosperity
of the Company.

History of Nishat Mills:

• Nishat textile is weaving unit and produce the pc cloth from raw material. Nishat textile
produced 7ooo meter cloth of different lengths in one month. There are different kinds of
automatic machines in textile unit like diamond and sadiqqe.

• Nishat textile is a weaving unit and uses their machinery on converging. Weaving is a
method of fabric production in which two distinct sets of yarns or threads are interlaced at
right angles to form a fabric or cloth. The other methods are knitting, lace making, felting,
and braiding or plaiting. The longitudinal threads are called the warp and the lateral
threads are the weft or filling. (Weft or woof is an old English word meaning "that which
is woven". The method in which these threads are interring woven affects the
characteristics of the cloth.

Careers
Nishat Mills Limited aims to remain as leading Textile Company of the country. Our Human
Resource policy is based on principles that employees are our most valued asset and important
building block for sustainable growth. Management has developed excellent relations with
employees to achieve optimum level of performance and commitment to excellence. The Company
is an equal opportunity employer and hires people from various ethnicities and both genders
without prejudice or bias. The Company has a coherent and market driven performance and reward
policy which encourages employees to participate enthusiastically in the achievement of
company’s objectives.

Management of Nishat Mills Limited

Nishat Mills Limited employees are highly qualified professionals and have a young, energetic
and dedicated team of professionals who have a lot of knowledge to their credit.
Managers are responsible for the task assigned to them in their departments and also have to
match whether their respective department is achieving the desired efficiency level or not.
There are at least three basic requirements for a successful company and the managers of Nishat
Mill Limited are made to think on these lines:

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 1. It must provide a product (good or service) that suits best to the company’s
capabilities and for which there is a sufficient market.
2. It must provide the product with consistent quality at a level that appeals
to intended customers and satisfy their needs.
3. It must provide a product at a cost that always an adequate profit and a reasonable sale
price.

INTERNATIONAL STANDARD OF ORGANIZATION (ISO)

Nishat mills limited have achieved ISO 9001 and ISO 9002 certificate in 1997. In order to
achieve this certificate following requirements should be fulfilled,

(1) MANAGEMENT RESPONSIBILITIES

Management responsibilities includes the following,

i. Quality policy
According to the ISO 9001 and ISO 9002, it is utmost responsibility of
management to devise policies that provide quality products to customers. Nishat is working hard
to ensure that they produce quality products.

ii. Customer expectation

It is essential that customer expectation should be fulfilled. It is the
responsibility of management to do so. Since Nishat is an export-oriented organization so utmost
attention is paid to meet customers’ need and requirements.

iii. Resource management

Utilization of resources play crucial role in the success or failure
of organization. If resources are effectively utilized, they become cause of success for
organization. Nishat is effectively using its resources and thus has achieved ISO 9001 and ISO
9002. In the financial year of 1999-00, it declared dividend of 26%, which is highest so far. This
performance shows that Nishat mills limited have sky-high goals. Human resource management
also exists. They have ensured that, right man is placed at right job and also at the right time.
Various training programs are offered for upgrading the skills of staff.

iv. Responsibility and authority

Nishat is fairly decentralized organization. Middle level
management makes most of decisions and matters are decided in a friendly environment. Nishat
cares a lot for its staff. Orders are not dictated but they are made with effective participation from
staff.

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 v. Management representatives
Nishat governing body is highly talented. Board of directors
include professional of great repute. They are committed toward achieving a good name for Nishat
mills limited.

(2) QUALITY SYSTEM

I. System Procedure
ISO 9001 requires that there should be proper system for each work.
Standardization of work is necessary for achieving effective certification.

II. Standard Operations

Nishat mills limited have established a quality control lab, which
ensures quality products to their customers. Objective at Nishat is to provide only quality products
to their customers. That’s why they achieved quality certification like ISO 9001.

III. Quality Planning

Effective planning is required for the success of organization. If plans
are well planned, they bring success to firms. For this production and planning department has
been established.

IV. Work Instructions

Instruction should be provided for better handling of job, and it is
exactly in its true spirit followed at Nishat mills limited.

(3) CONTRACT REVIEW

i. Reviews
Sometimes contracts are reviewed, that reviewing must be in proper manner.
Contract should be given keeping in view of interest of the company.

ii. Amendments
If the amendments are made in the contract, they should be made with
authorized person. And management should be fully informed with that.

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 iii. Quality record
For the storage of record, there should be proper
arrangements. Each item in accounts should be properly coded and placed. Cash should be paid
by cheque.

(4) DESIGN CONTROL

1. Design and Development Planning

For designing of products, there should be specific arrangements.
Department of design planning should be established, if the enterprise want to achieve quality
certificate like ISO 9001 and ISO 9002.

2. Design review
Design should be reviewed once made by the firms. This design should have some
characteristics that should be in accordance with the business practices.

3. Verify Validity Of Design

Once design is complete, the competent authority should verify it.

(5) Customer Data Control

It is the perquisite for ISO 9001 that proper customer data should be
there. This is to provide customers list if required by the top management.

(6) Control of Customer Supply Product

There should be proper control over customer’s products.

(7) Product Identification and Traceability

Product should be clearly identified and traceable. It should have some
characteristics that distinguish it from others. It should not be similar with other products in terms
of its name, logo etc.

(8) Inspection
There should be proper inspection of stores so that everything functions according
to manners prescribed by certificates.

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(9) Corrective and Preventing Measures
There should be check and balances. If the mistakes are made, there
should be proper systems so that they are identified and corrected. Preventing methods should be
there.

(10) Internal Audit

There should be strong internal audit. So all discrepancies should be disclosed. In
order to get ISO 9001 there should be separate internal audit department.

(11) Training Programs

Training programs should be there to upgrade the skills of employees. On the job
training programs should be provided so that workers get knowledge about work.

(12) Statistical Techniques

Various statistical tools are required to better controls the affairs of organization.
They should be available to achieve quality awards. Uses of information technology, automation
of factory, Internet and computer technology are prominent features in achieving ISO 9001 and
ISO 9002.

 Different Management Styles at Nishat Mills Limited

1. Personal Development And Training
Junior-level courses are frequently held in-house for personal training. Various
courses organized in the past include the following,

2. Japanese-style Production Management

This course was formulated for supervisors and officers to enhance their management
capabilities in interaction with the lower staff and associates and also to improve the production
efficiencies.

3. Executive Development Course

This course was specially designed for middle management to enhance their principle-
centered leadership qualities so that they could meet the emerging challenges of the global world.
Neuro-linguistic programming was part of the course to help the employee in day-to-day activities
to improve proficiency and effectiveness in their attitude and work style.

4. Basic English Language Course

This course was for those staff that is not proficient in written and verbal English
language. An external instructor whose services were especially hired for this purpose conducted
the course.

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 5. Basic Labor laws of Pakistan
Professionals from Labor Department organized this course. The main
purpose was to give acquaintances to the staff of their rights. Wage rates, vacations,
working hours, child & bonded labor etc, were the main topics covered.

6. In-Housing Training School

Nishat mills limited has also established an in-house Training School for
unskilled labor so that they may be trained on stitching machines, and qualify for work in the
stitching floors. Unskilled manpower is hired from the market for training. And during this period
they are paid as per the prevailing wage rules.

 The Working Environment and Accountability

With the world fast becoming a Global Village and the Internet Information
Technology Revolution, the issues of HUMAN RIGHTS and Working Condition are becoming
significant important with each passing day.
Nishat can pride itself in having one of the most congenial and professional working
environments of any company operating in Pakistan. Nishat is an equal opportunity employer and
there is no discrimination on the basis of sex, caste or creed. All hiring and promotion decisions
are taken on merit. All local laws are adhered to regarding different matters.
Extreme emphasis is placed on worker safety and health. All stitching machines are being
equipped with belt and needle guards. Employees using cloth cutters are required to wear steel
mesh safety gloves.
Selection & Career ladder
First of all, human resource department selects appropriate people to do the job. These
people are expected to work with full devotion, loyalty etc. management of Nishat believes in
healthy competition among the employees so that workers are promoted on the basis of
performance. Management cares a lot of their employees. Normally young people with great
enthusiasm are preferred. Mostly clerical and middle level management are young people. Average
age would be 25 to 30 years.
Promotion of Persons at Nishat
On the basis of experience and performance, they are promoted to higher managerial level;
at higher level I have seen various MBA, CA, ICMA and also people who have spent years at
Nishat mills limited. In order to provide incentives to employees at Nishat mills limited, cash
rewards are also granted. The head of the department, on job basis gives bonuses. Normally 10%
of salary is bonus in each year.

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Job Assessment
At Nishat mills limited Performance Appraisal is prepared to check the performance of
workers. It is like ACR (annual confidential report) in the government sector.
The basic Objectives of job assessment are
 Check the overall performance of employees
 Whether the job assigned is fully done or not
 Integrity, honesty
 Loyalty
 Devotion and commitment of the part of employee to achieve organizational objectives

Measures To Check Overall Performance

Higher manager to check the performance of employees adopts following measures,
 Standards are established first
 Measure the individual as well as collectively performance
 Compare actual performance with planned
 Taking corrective action
 Reviews of job are made.
 Superior management assesses accuracy of work.

On the basis of performance appraisal awards and rewards or punishments are given.
Accountability
Employees have to face inquiries or suspensions, if they are involved in activities which
are not according to the goal of Nishat mills limited. They are often terminated from their jobs, if
they are not performing well. They can be demoted from their ranks. In Nishat mills limited,
promotion is granted on performance basis so they are also accountable if they are performing
poorly.

If the employees are not obedient to their superior or involved in unethical activities,
they have to face the circumstances. Severe punishment like demotion, firing and suspensions are
given to non-performing or low-performing employees.

 Satisfaction Of Employee
Employees have a high morale. Top management is maintaining very
cordial relationships with union leaders. Actually employees feel a part in the organization and its
achievements.

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MANAGEMENT HIERARCHY IN NISHAT TEXTILE:

Chief Executive
Officer

General Manager

Assistant
manager

Supervisor Supervisor Supervisor

1 2 3

Supervisor

THREE FOUR FOUR TWO

FITTER CLENER Workers
Foreman

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  Culture of Nishat Group
Culture

The beliefs, customs, arts, etc., of a particular society,

group, place, or time

A particular society that has its own beliefs, ways of life,

art, etc.

A way of thinking, behaving, or working that exists in a

place or organization (such as a business)

Culture of an organization

Organizational culture is a system of shared assumptions, values, and beliefs, which

governs how people behave in organizations. These shared values have a strong influence on the
people in the organization and dictate how they dress, act, and perform their jobs.

Nishat group’s culture:

Innovation

(Risk Orientation) - Companies with cultures that place a high value on innovation
encourage their employees to take risks and innovate in the performance of their jobs. Companies
with cultures that place a low value on innovation expect their employees to do their jobs the same
way that they have been trained to do them, without looking for ways to improve their
performance.

Innovation is at the core of what we do. From inventing the world’s first pair of blue jeans,
to implementing cutting-edge design techniques, to developing new ways of working, we
encourage our talented employees and anyone who slips on a pair of our jeans to dream big, do
more and grow.

We care deeply about doing the right thing. It’s why we’re working to
build sustainability into everything we do. It’s why we joined the Better Cotton Initiative, which
is committed to growing cotton in a way that’s healthier for communities and the environment. It’s
why we’re producing Water<Less™ jeans, made with significantly less water. We want to make
sure our company is encouraging a healthy world and a better future.

At nishat & Co., we’re dedicated to progress and are constantly in motion. We’re proud
to have integrated our factories before the law required it, and we continue to engage with

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communities whenever we can, from implementing HIV/AIDS employee education, to
championing equality for women and girls, to supporting communities around the
world where we live and work.

Nishat Mills Limited commenced its business as partnership a industry first, was started by
a Levi Strauss & Co. employee to provide a financial safety net for company employees, retiree
and their families.

Since 1953, our jeans have been an inspiration and a symbol for courage, fearless
exploration and unwavering originality. We are honored to have clothed generations of
individuals, leaders, thinkers and doers. Here at Levi Strauss & Co., we’re guided by our values:
empathy, originality, integrity and courage. With them in mind, we constantly strive to build a
culture just as inspiring as the people who wear our jeans.

Attention to Detail

(Precision Orientation) - This characteristic of organizational culture dictates the degree to

which employees are expected to be accurate in their work. A culture that places a high value on
attention to detail expects their employees to perform their work with precision. A culture that
places a low value on this characteristic does’nt.

Emphasis on Outcome

(Achievement Orientation) - Companies that focus on results, but not on how the results
are achieved, place a high emphasis on this value of organizational culture. A company that
instructs its sales force to do whatever it takes to get sales orders has a culture that places a high
value on the emphasis on outcome characteristics.

Emphasis on People

(Fairness Orientation) - Nishat Companies that place a high value on this characteristic of
organizational culture place a great deal of importance on how their decisions will affect the people
in their organizations. For these companies, it is important to treat their employees with respect
and dignity.

Teamwork

(Collaboration Orientation) - Nishat Companies that organize work activities around teams
instead of individuals place a high value on this characteristic of organizational culture. People
who work for these types of companies tend to have a positive relationship with their coworkers
and managers.

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Values:

A company’s values are the core of its culture. Nishat group’s values gather all
the employees like a family. While a vision articulates a company’s purpose, values offer a set of
guidelines on the behaviors and mindsets needed to achieve that vision. McKinsey & Company,
for example, has a clearly articulated set of values that are prominently communicated to all
employees and involve the way that firm vows to serve clients, treat colleagues, and uphold
professional standards. Google’s values might be best articulated by their famous phrase, “Don’t
be evil.” But they are also enshrined in their “ten things we know to be true.” And while many
companies find their values revolve around a few simple topics (employees, clients,
professionalism, etc.), the originality of those values is less important than their authenticity.

Practices:

Of course our values are of little importance unless they are enshrined in a company’s
practices. If an organization professes, “people are our greatest asset,” it should also be ready to
invest in people in visible ways. Wegman’s, for example, heralds values like “caring” and
“respect,” promising prospects “a job [they’ll] love.” And it follows through in its company
practices, ranked by Fortune as the fifth best company to work for. Similarly, if an organization
values “flat” hierarchy, it must encourage more junior team members to dissent in discussions
without fear or negative repercussions. And whatever an organization’s values, they must be
reinforced in review criteria and promotion policies, and baked into the operating principles of
daily life in the firm.

People:

People we don’t consider them just as people we treat them like our family their problem
is our problem. No company can build a coherent culture without people who either share its core
values or possess the willingness and ability to embrace those values. That’s why the greatest firms
in the world also have some of the most stringent recruiting policies.

Narrative:

Marshall Ganz was once a key part of Caesar Chavez’s United Farm Workers movement
and helped structure the organizing platform for Barack Obama’s 2008 presidential campaign.
Now a professor at Harvard, one of Ganz’s core areas of research and teaching is the power of
narrative. Any organization has a unique history — a unique story. And the ability to unearth that
history and craft it into a narrative is a core element of culture creation. The elements of that
narrative can be formal — like Coca-Cola, which dedicated an enormous resource to celebrating
its heritage and even has a World of Coke museum in Atlanta — or informal, like those stories
about how Steve Jobs’ early fascination with calligraphy shaped the aesthetically oriented culture

24 | P a g e
at Apple. But they are more powerful when identified, shaped, and retold as a part of a
firm’s ongoing culture.

Organizational analysis
*PEST Analysis

*SWOT Analysis

Pest Analysis:
Macro environmental forces may disturb or affect any company in the world. These forces called
pest stands for political, environmental, social and technological.
A) Political factors:
Due to the unsustainable political and legal factors of Pakistan the current situation is not
satisfactory for this industrial giant. Changing in the government after every 2 or 3 years is a big
issue and after that every government implements its own trade policies which are great problems.
Government should apply sustainable policies for the beneficial of the exporters as well as the
investors.
B) Economic situations:
The global economic recession also put the negative impression on the economy of Pakistan and
disturbed it badly. Prices of the commodities have gone up and which minimise the people
purchasing power. The economic condition of Pakistan is not good as well. Inflation rate is
increasing rapidly and the high cost of production not attracting the foreign investors and thus
reduce the profit margin of the investors and the stakeholders as well.
C) Social change:
Rapidly increasing inflation rate has disturbed the lifestyle of the people and hence has affected
the growing demand of the nishat textile mills (NTM) products. So this is another important factor
which is disturbing the nishat mills products because people life style has changed a little bit.
D): technological situation:
As the advanced technology is being used by every company in the world. It just disturbed a small
portion of the industry but the NTM has very good equipments imported from different countries.
So position from technological point of view is satisfactory as compared to the others.

SWOT ANALYSIS:
SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of
planning and helps marketers to focus on key issues.

Once key issues have been identified, they feed into marketing objectives. It can be used in
conjunction with other tools for audit and analysis, such as PEST analysis and Porter's Five-Force
analysis.

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SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and
weaknesses are internal factors.

SWOT Analysis
S……………Strength
W…………..Weakness
O……………Opportunity
T…………….Threats

Strengths:

. The company has strong security system regarding any destruction or employees security
especially for labors by providing them necessary tools for security.

. As to create more goodwill and maintain efficiency the company is providing high quality
product to their customers inside or outside the Pakistan.

. The company is always using updated technology means latest mechanized machinery.

. The company products are certified under ISO 9001-2000.

. The company has highly qualified and skilled management team which shows their loyalty
to the company by doing good management.

. The company is involved in good market positioning because it is targeting people of

different ages.

. The company provides a good ratio of bonuses to his labor staff to keep them highly
motivated.

. Company is using financial resources adequately and Audit is done properly at the end of
every financial period to show the true picture of the company to the general public.

. As the company engaged in power generation so is using own power generation plant for
productivity.

 The major strength of Nishat is its location. The plant is situated in Faisalabad which is
renowned in the world for textile production.
 Nishat is using the best machinery available in the market in its all the department, which
helps Nishat to produce the world class products to meet the needs of the customers.

26 | P a g e
 As Nishat is a part of large industrial group, so it has no need to search out the
raw materials from the market even during the peak season. For example, they can
produce high quality yarn.
 Nishat management provides an excellent working environment to its employees, which
motivate them to work more effectively and efficiently.
 Nishat has strength to produce the quality products at the lowest possible prices as compare
to their competitors.
 Nishat is an ISO certified company, which produce a sense of satisfaction to its customers.
Nishat also follow the ISO Standards.
 Quality control department equipped with most modern machines is also a big strength of
Nishat, which ensures the quality at every stage of production. As a result the wastage is very
minimal as compare to competitors.
 Adequate financial resources are also strength of Nishat. Nishat has the assets of worth
about us4.5$ Billion.
 Nishat has highly educated and competent management and skilled labour which
contributed to the success of Nishat.
 Nishat focuses on the chain stores and other big customers rather than focusing on the small
customers. Nishat also focus on the long lasting relations with the customers. For these reasons
its customers are very loyal.
 Nishat has a good reputation and image in the local as well as in the international market,
which is also a major strength of Nishat.

Weaknesses

. The production cost is high because of not properly utilization of its resources.

. Instead the company has good management staff but decision making is totally centralized.
The decisions are made by the upper management which is weakness of the Nishat because they
have no proper idea about the situation and their decision can be not fruitful for the company.

. As production cost is high so market prices of the products both inside and outside the
country is also high and because of the other textile specialized countries like China, Bangladesh

27 | P a g e
etc the international image in the textile sector is very weak. Those countries providing
cheap product to the market then Pakistan’s textile industries.

. Although Nishat has very strong in the national wide but it has small market share in the
global textile industry due to the sound competitors like china, and Bangladesh etc

. As already the company production cost is high so promotional activities are not that much
active to keep the cost in safe hands because advertising and promotional cost of the Nishat textile
is very low it can take advantage for more turnouts.
 NML is purely following the centralized management style, due to which management has
a burden of decisions, which ultimately takes too much time.
 As most of the machinery is imported from other countries therefore sometimes few spare
parts are not available in the market which creates problems.
 Although NML pays very high salaries to the top management, it is not offering attractive
salaries to the other employees of the organization. Therefore the moral of the employees is
decreasing.
 Due to low salaries the rate of turnout is very high which hinders the growth of the
organization.
 The rate of overtime payment to the employees is not comparable with market. NML is
paying at the normal wage rate for overtime while the overtime rate is always high in all the
organizations.
 Due to centralized management there is n o delegation of authority in NML which also
hinder motivation of the employees.
 Less chances of promotion are available for the employees in NML, which is causing
dissatisfaction.
OPPORTUNITIES:

 Nishat Dyeing & Finishing has recently signed a Joint Venture operation with Gulf
Garments of Bahrain. Gulf Garments has extensive experience of 20 years in the field of
garment making. We together, have setup a project with the best machines and people in
the region.

28 | P a g e
  Currently the Nishat not dealing in knitwear they can expand their product line
by producing knitwear. They have plants and the extra cost for the production
will be low for Nishat. And they also have better market repute.
 As earlier told that Nsihat is not utilizing their resources properly and if it is properly
controlled by the Nishat management they can produce more in a few costs. It has to
develop a further systematic process for controlling and managing resources.
 The company can switch old staff to the that they can only give consent to the company
and can take advantages by hiring more skilled people and they should hire young, fresh
and energetic staff for their betterment.

 When the WTO will be implemented, there would be a great opportunity of increase in
exports if NMLl follow the international standards and provide high quality products to the
customers at competitive prices
 NML should try to implement the latest ISO standards including ISO14000 series, which
will improve their image and customer satisfaction in the local market as well as in international
market.
 NML can explore the new markets for exports by giving the different incentives to its
employees in the export department, which will improve its profitability.
 There is a lot of potential in the local market for textile products because people believe
that Nishat products are always of high quality. So NML should also focus on local market.
 Nishat can introduce its garments in the local market by using the same stitching unit. This
is also a great opportunity.
Threats:
 WTO implementation is a good opportunity but it is also a big threat at the same time it
STI fails to provide good quality and competitive prices to its customers.
 There is no consistency in the government policies regarding textile sector.
 Incidents like September 11, 2001 attacks would also be a major threat.
 Political conditions of the country affect both NML and its customers as well. On one hand
it makes reluctant to the management to make new investments. On other hand its customers also
hesitate before signing new contacts.
 Increasing rate of electricity and GST are also big threats.
 Currency fluctuations and exchange rates can also create problems for NML.

29 | P a g e
 Government is focusing on the industrialization and is giving different
incentives to the investors. It is also a big threat because the number of competitors
will increase.
 More and more competitors (National and International) are entering in the same markets
and offering attractive prices to the customers.
 Because of the research and development the design and the product of Nishat is just
satisfactory as compare to competitors in the globally and they are not fulfilling the demand of
customer to the point the customers want.
 Terrorism and political instability effects the Nishat because of the quota system the
company can be restrict by the government to export.
 Because of the economic instability the Nishat affected a lot. Dumping system which is
rising on daily basis in the world can create many problems for the company and any uncertainty
in the world like 9/11 may affect also the overall export.

Major competitors
Nishat competitors are

 Crescent
 Chenab
 Arzoo
 Alkarms
 Sitara
 Kohinoor
 Amtex

But main competitors of Nishat Mill are"Crescent Textile Mills"Chenab Textile"

Target Markets:
 Ladies
 Girls
 Children
 Gents

30 | P a g e
General market scenario & future prospects
The fiscal year ended June 2008 observed some major changes in world
economics in general and for textile sector in particular. This year witnessed crude oil touching
the record high of $140 per barrel, substitution of food crops to biofuel crops, rising capital and
commodity price indexes and galloping inflation in all major economies of the world. Overall there
was a major shift in fuel, labor and operating costs of all business activities. For textile sector,
matters were further complicated by an unprecedented rise in cotton prices in September and
October 2007, with no signs of stability by the year end. Additional factors were energy crises at
domestic level, low yield of cotton in Pakistan and a very weak demand from US and European
and credit crunch for general consumers. Although softening of Pak Rupee against US dollar
helped to cover a small factor of this accumulated cost pressure, the overall picture for domestic
textiles industry was that of inflating costs and a deflating product demand. Forecasting future is
intricate in the present scenario of the country and capricious market.
It mainly depends upon cotton market for the coming season, which seems bullish. As per
estimate of experts, Pakistani cotton production is short by approximately 30 to 35 % as compared
to the demand. We need our government to chalk out a proper and long term textile policy for the
survival of industry. On our part, we need to increase customers profile and explore new markets
to increase business volumes. Our strategy to drive our marketing activities would be the timely
adoption of innovative products, finishes and production techniques.

 Product range:
Spinning
Weaving
Processing
Home textile
Garments
Power generation

TEXTILE CAPACITY
Production process consists of spinning, weaving, processing, and finishing. The processing
includes dyeing, engraving. The textile capacity of the group is the largest in the country. An
addition of 20000 new spindles, 100 new air jets looms and new dyeing plant has increased the
existing capacity of 24000 spindles, 740 looms and dyeing and finishing capacity of 5 million
meters. The group is the largest exporter of textile products from Pakistan for more than a decade.

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Export Oriented Organization
Nishat mills limited are an export-oriented organization. Nishat mills limited
exports more than 90% of its products mainly to the Far East, Europe and United States.

 Nisht linen marketing analysis

Executive Summary
The market for clothing, home textile and accessories has always been vast and full to the brim
with potential. More and more people are jumping on to the bandwagon and coming up with their
own brands of fabric & apparel with tall claims of high quality and uniqueness. In the midst of so
much competition, Nishat Linen came to the surface with exclusivity as its claim to fame. This
part of report discusses in the following sections, the current market position of Nishat Linen
relative to its competitors, its business portfolio, its strengths and opportunities, channels of
distribution, marketing strategies.
Nishat Linen - An Introduction
High in diversity, Nishat Group has been one of the leading and dynamic industries in South Asia
where it has paved its path in the fields of textile, cement and financial services. Nishat Linen is a
part of the company which has given a whole new dimension and outlook to the textile industry.
Nishat Linen is known for its quality and recognized for its designs and affordable prices and has
been serving the industry for the last 14 years and is now recognized as a brand of its own. The
positive image it has created in the minds of its customers in unbeatable which cannot be tarnished
by big competitors in the textile industry.

Current Marketing Situation

In Pakistani textile market the concept of a one-stop shop is not new as there are many stores like
Ideas, ChenOne and Habitt which are striving hard to provide their customers with the ease and
comfort of one-stop it. These stores are strong with their brand names and recognition where they
provide their customers with high quality and design variations so as to make the element of
uniqueness distinct in the consumer's mind. As a result strong competition has surfaced among
these textile giants which are fighting hard and fast to retain and grown their customer share in the
market
Nishat Linen emerged, in the midst of such consistent and tough competition, as a prodigy of
Nishat Group; one of the leading and most diversified business groups in South Asia. Throughout
the years, Nishat has made its place as one of the market leaders in fulfilling the home and personal
needs of consumers. Currently Nishat is enjoying a palace within the minds of its target market
that support it maintain a distinctive palace among its competitors. Nishat is the market leader in
its category due to its superior quality, a well-developed brand name, marketing efforts that hit its
target segment rightly and continuously changing the product designs and features to meet the
needs and requirements of its valuable dynamic customers. This all has helped Nishat to gain a
differentiated image in the market that has it a prestige symbol.

32 | P a g e
Market Description
Today's consumer has evolved with a certain set of needs and demands which are
clearly defined in their minds and are more than capable in making purchasing
decisions where they evaluate each product feature to their mental scale and purchase only if it
rates higher in their perception. Nishat is now just not a store anymore, rather the outlets are
something to which the customer can relate to and would feel comfortable in revisiting it if need
be. Their brands reflect a certain image and class to the consumers who buy the products to enhance
their already groomed personality.
Striving hard on these lines Nishat Linen has made its mark in the market where it especially
targets those discerning customers who seek uniqueness, quality, design, fashion and style in the
products they buy without having to compromise on pricing.
Without any doubt the target market of Nishat Linen comprises of customers who have a distinct
set of demands where they focus on product uniqueness, quality and design which would set them
apart from other females. From housewives seeking to impress others through impressive kitchen
and bed linen to socialites and professionals with a sophisticated and exclusive sense of dressing,
Nishat is very successful as it caters to a privileged market segment that can pay for high quality
and style.

Product Review
Nishat's product line is highly diversified where it sells bed linen to kitchen coordinates, upholstery
to apparel providing it significant positioning and penetration in the market to cater to the
customers who want a one-stop shop experience

Nishat's complete product line is as follows:

 Nisha - Clothing Line for women
 Naqsh - Clothing Line for men
 Bed & Kitchen Linen and Accessories
 Bed sheets
 Quilts
 Bed spreads (regular/ bridal sets)
 Kitchen (table linen, mats, table runners, bread boxes, aprons)
 Cushions ((Zari, 6 piece sets, matched with bed sheets)
 Fillings
 Jai Namaz
 Fashion Accessories
 Laces
 Bangles
 Shawls & Stoles
 Handbags
 Clutches

33 | P a g e
Competitive Review
Fashion industry of Pakistan is evolving on daily basis as it faces a series of continuous
changes in the market trends. Following the path of the fashion industry, females also
have been grooming alongside where the long ago held concept of a female belonging in kitchen
has been changed to a fashionable and modern individual who takes care of her grooming, her
dressing and her appearances. The customers are now focused on designs and how each would
represent and set off their image in the minds of their friends and relatives. These are the main
areas of concerns the customer face while choosing something to wear for themselves or even for
their families. With the endorsing of celebrities the competition in the market have increased
manifolds as the customers are bombarded with commercials in which the major celebrities have
been endorsing their products causing confusions in the analysis of the product by the customers.

Nishat Linen Competitors:

*Al-Karam Textile Mills
One of the largest producers of Fashion and Basic Beddings, Al-Karam has been successful in its
ability in grasping the biggest market share. They offer a diversified set of products which are high
in quality and designs which includes Apron, Egyptian cotton, bed linen, Hand Towel e.t.c. They
are also engaged with in house design solutions as well. Al-karam is proud to have a proven record
of providing service quality on time.
*Chenone Pakistan
It is one of Pakistan's leading textile group and one of the largest exporters of home textile products
from Pakistan. Chenab's processing unit is considered one of the best in the country with a
complete processing range. Its main products that it offers include Home Textile, Garments, Foot
Wear and Furniture. Its textile products not only fulfill local demand but are also exported to
several other countries.
*Ideas
Ideas is one of the other big competitor of Nishat in the market where it offers a similar range of
product offering including bedding, kitchen, bath furniture e.t.c. They are also offering specific
range of cotton and lawn with fresh and vibrant colors. Their specialty is their unique design
clothes with a vibrant palette of colors and embroidery.
*Habitt
Habitt provides with a wide variety which includes wide range of curtains, bed sheets, sofa sets,
quilts, book shelves; dining tables and usually very common house hold items are available here.
Habitt is attracting market by providing attractive offers and relatively low price.
*VLawn
VLawn is again in competition with Nishat Linen in clothing industry. VLawn is a brand of
Vaneeza Ahmed which is a popular figure in fashion industry. Initially she started with different
Lawn designs and now she is offering shiffon, rawsilk and khadi wear.

34 | P a g e
Advertisement

The company is spending a comparatively low amount on its advertisement so they are not
attracting new customers and retain the customers which are already involved in its products. So
it should focus and spend a handsome amount on different advertising mediums.
However, the company is giving ads in media such as newspapers, magazines etc. The company
is also advertising by giving barriers to the traffic police and by posting sign boards at top locations
of the different cities. Another way through which company is advertising is through table
calendars, wall clocks, diaries etc. which it sends to the offices of different companies. But still its
image is becoming blur in ultimate consumers.

Customer Retention

The firm should first retain its old customers in a good manner, as it has a priority to running for
the new ones than retaining the old ones. Due to this act the firm can acquire number of loyal
customers which than be affiliated with Nishat. This also reduces cost of research for the firm as
they don’t have to worry about finding new customers as the present ones are enough for them.
Furthermore it is a business policy of every organization that it expands its business by finding
new customers and entering new markets but this act should not affect the old customers. That
could become the key of success for Nishat linen.

Objective & Issues

First year Objective
We have planned to increase the sales volume up to 150 percent of current sales by expanding the
market share along with superior customer value.
Second year Objective
We aim to launch the western wears of finest quality and exclusive class and achieve a
distinguishable position in western wear as well.
Issues
Due to the saturation of market with huge competitors like Al-Karam, Gul-Ahmed and ideas it is
quite difficult to capture a large share of market by providing superior value comparable with our
competitors. Their distribution networks and large number of outlets could be a hurdle in making
our product their first priority. Political issues are also matter of concern as there might be a
political influence in establishing our brand in Karachi. Religious issues are also one of the hurdles
in advertising via billboards. Financial situation of customers may also be a matter of concern as
our all products are exclusive and have high prices.

35 | P a g e
Marketing Strategy & Targeted segment

Nishat's market strategy is based on market expansion and product development. Target segment
is exclusive and formal wear for formal now they target professional females including stylish and
convenient outfits having a variety of designs but superior quality. Bed linen also needs to be
emphasized more regarding variations in styles and designs. Nishat also plans to target
entrepreneurs and business owners who wish to design their offices with their products in an
exclusive manner by not only providing them their elite products but also special services would
also be provided by their representative who would suggest them regarding interior decoration.
Gents wear would also be focused involving a wide range of formal and informal shalwar suits
under the supervision of a top class designer Hassan Shaharyar.

Marketing mix

Positioning and promotional strategy

Nishat aims to position its product as an exclusive and classical brand for both upper and middle
class customers. Additionally they provide customer support services specifically to women to
help them design their clothing by Nishat's experienced designers. That is their differentiating
point from their competitors.
Sponsorship
Sponsorship is a specialized kind of public relations and increasingly popular, particularly with
larger businesses. A business will sponsor an event, team or individual in order to build brand
awareness. Nishat is going to to sponsor Pakistan cricket team. Nishat is also planning to sponsor
Pakistani movie.
Advertisement in peak hours
Nishat is a strong firm and can afford advertising linen products while there will be maximum
reach like in cricket matches, favorite talk shows, and drama serials.
Donations
It is also a very effective way of advertisement now a days. It is an emotional kind of
advertisement. Nishat is also planning to allocate handsome amount of money on this type.
Brand ambassadors
Brand ambassadors are simply people who represent and talk about your company in a positive
way, preferably in front of lots of potential customers (i.e. their friends and family). A brand
ambassador is someone who embodies the brand he or she is endorsing. Brand ambassadors will
be hired.

Product Strategy
New innovations
Nishat is strengthening its R & D department which will focus on developing new innovations in
men and women clothing to get maximum share of market. Nishat will launch exclusive designs

36 | P a g e
of wear created by a variety of new designers. This innovation would be affective as
upcoming designers work with more energy and creativity that would boost their sales.
Bridal and groom wear
Nishat linen is also going to launch its new bridal wear and
groom wear collection.
Packaging
We are trying to replace old ways of packaging by modern
ways. As Nishat is focusing on making business
environmental friendly so we are replacing plastic bags
with paper or card bags. More attractive and eye catching
colors will be used.
Free samples
Free samples are delivered to customers to show how best
our products are. Free sample is a useful technique in winning the loyalty of customers. This
strategy is widely used to improve the market.

Pricing Strategy
Before setting prices of products, various elements are kept into mind. Customer is of utmost
importance. If customer is old, his track record is good and enjoys a favorable repute so profit
margin may be reduced. Prices area determined on cost basis by adding certain percentage of
profit. This is highly sensitive area.
We make our all pricing planning on the quarterly basis.
1st Quarter = Oct, Nov, Dec, Jan
2nd Quarter = June, July, August, Sept
3rd Quarter = Feb, March, April, May, November, (season)

First quarter year

Pricing for Market Penetration

Unstitched fabric is 2100-3100 it would be revised with more variety having range 1500-3000
Stitched fabric is 1500-5000 it would be revised with economic and unique aspect having range
1200-4000
Bed linen is 1200-3000 it would be revised from regular and exclusive range of bed linen from
1000-2800

37 | P a g e
2nd quarter of year
More quality same price
Next phase of year there will be new features in product quality like stuff will be
improved with more cutting and embroidery with same old price just to grab the lost market share.
3rd quarter of the year (season)
Pricing at a Premium
In this phase of the year price will be set high because in seasons there are no discounts as costumer
is willing to buy at high prices this opportunity will be availed.

Pricing Plan

Premium pricing

More quality same price

Market Penetration

Oct-Jan June-Sept Feb-May + November

Distribution Strategy
Outlets
Nishat has their own outlets and the product will be delivered only to registered outlets. As the
manager of one outlet has enlightened the point why don't sell their product other than Nishat
outlet as their competitor is doing that he replied "we never want to enter in a market because as
soon as we entered in it then our fake product will take birth as it happened with other competitors."
Our exclusive designs and products would still be sold at our authorized outlets.

38 | P a g e
Online shopping
Online shopping facility and door step delivery of order will also be started by the
introduction of BUY ONLINE option on our website for that purpose we have acquired
services of T.C.S for order delivery.
Outlets KPK
Nishat is now going to focus on KPK as well. KPK province is now an established market for
clothing and all other competitors are targeting it. New outlets will be opened in all big cities of
KPK like Peshawar, Mardan, Swat, Dir city, Mansehra, Haripur and swabi.

39 | P a g e
 Appendix:

 www.NISHATLINEN.com
 www.nishatlinen.com /online
 https://www.google.com.pk/search?q=nishat&espv=2&source=lnms&tbm=isch&sa=
X&ved=0ahUKEwiU-
vjEtenNAhWLOhQKHXUFAI4Q_AUICCgB&biw=1366&bih=667
 https://www.google.com.pk/search?espv=2&biw=1366&bih=667&tbm=isch&q=nish
at+logo&sa=X&ved=0ahUKEwiQzvTFtenNAhUEvBQKHe9_DZwQhyYIHQ#imgdi
i=RnXXajzGlqQ6fM%3A%3BRnXXajzGlqQ6fM%3A%3BNsnnfbZEsLTWRM%3
A&imgrc=RnXXajzGlqQ6fM%3A
 https://www.google.com.pk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=
0ahUKEwiAlbnwtenNAhVIOxQKHYqEA8gQjRwIBw&url=http%3A%2F%2Felme
c.com.pk%2F%3Fpage_id%3D47&psig=AFQjCNHE8e1USoOTLOEvYSyLuv23Be
gDHw&ust=1468258051576585
 https://www.google.com.pk/search?sourceid=chrome-
psyapi2&ion=1&espv=2&ie=UTF-
8&q=nishat&oq=nishat&aqs=chrome..69i57j0j69i59l2j0l2.1280j0j8
 https://www.google.com.pk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=
0ahUKEwiAlbnwtenNAhVIOxQKHYqEA8gQjRwIBw&url=http%3A%2F%2Felme
c.com.pk%2F%3Fpage_id%3D47&psig=AFQjCNHE8e1USoOTLOEvYSyLuv23Be
gDHw&ust=1468258051576585
 https://www.google.com.pk/search?sourceid=chrome-
psyapi2&ion=1&espv=2&ie=UTF-
8&q=nishat&oq=nishat&aqs=chrome..69i57j0j69i59l2j0l2.1280j0j8
https://timesofislamabad.com/textile-industry-why-cotton-production-is-declining-in-
pakistan/2016/07/20/
 https://www.google.com.pk/search?safe=active&q=reasons+for+decline+in+exports+
in+pakistan&sa=X&ved=0ahUKEwi44sG5wrnUAhWBP48KHedwCm4Q1QIIaigE

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