VALUE COMMUNICATION

Mohammad Amir Mushtaq EX-M.B.A. Fall-12-058

Leader in textile mills Quality products Oldest brand Diversification

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.

Customer is the mirror of your marketing efforts.

This is based on the target audience, marketing positioning and the marketing mix. The company can choose from the following 1. Informative: Aim is to create awareness and knowledge of new products 2. Persuasive: Aims to create liking , preference, conviction and purchase 3. Reminder: To stimulate repeat purchase 4. Reinforcement: To convince current purchasers they have made the right choice

Advertising is any paid form of non personal presentation and promotion of ideas, goods, and services by an identified sponsor The advertising program involves making five major decisions known as the five Ms 1. Mission: What are the advertising objectives 2. Money: How much can be spent? 3. Message: What message should be sent? 4. Media: What media should be used? 5. Measurement: How should the results be evaluated.

Stages in PLC

New products need heavy advertisement budget to gain awerness. This is done to increase market share which requires a large budget. If the brand faces heavy competition then it must advertise the number of repitions needed to put across the brands Brands in a commodity based class require heavy ads

Market Share Competition and clutter Advertising frequency Product substitutability

Gul Ahmeds Slogan

IDEAS THAT MAKE A HOME

This emotional communication strategy is further elaborated by assuring the customers of classy, exclusive and special designs made by Gul Ahmed.

The company must make sure it does not violate any social and legal norms. Some companies build ad campaigns on a platform of responsibility.

 This involves finding the most cost effective media to deliver the desired message to the target audience. The steps include; 1. Choosing the media based on desired reach, frequency and impact.

2. Choosing among major types :

It is segmentation on the basis of :

Gender Income

Male & Female

Upper and Middle Class

Location

Only developed cities of Pakistan

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

Fabric Bed-linen

Curtains Yarn

Quality Unlimited range of designs Wide range of colours

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.

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

The vital promotion tools used by Gul Ahmed are: Advertising Sales promotion Public relations Personal selling Direct marketing

Banners / Posters
TV Commercials Magazines Customer database

Devices used in sales promotion include:

Coupons

Samples

It involves building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image.

Written materials are prepared to reach and influence the target markets. These materials include: Annual reports Brochures Articles Company newsletters Magazines

News conferences Seminars Outings Trade shows Exhibits Contents Competitions Anniversaries

Ideas

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

Karachi Lahore Islamabad Jhelum Rawalpindi Abbottabad

SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a business venture.

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

designs are easily copied there target market is majorly just confined to the elite or higher class. the prices are higher then their competitors.

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.

Gul Ahmed has a threat of upcoming designers, who are entering in the market. It becomes difficult for the firm to compete and manage the products. Govt. policies are negatively effecting the firms in many ways.

END