Gul Ahmed

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SUBJECT: MARKETING MANAGEMENT
FINAL PROJECT

SUBMITTED BY
MUHAMMAD ASIF ABDUL MAJEED SIDRA IMTIAZ ARSLAN AZIZ

HAROON YOUNIS

SUBMITTED TO
MISS IZZA SHAHZAD
DATED: 10-12-2012
BAHRIA UNIVERSITY ISLAMABAD

Executive Summary

Ma’am Izza Shehzad has given us a project on Gul Ahmed from the subject marketing management. To make this project and have to work upon it we visited the outlet of Gul ahmed which is located at the F/10 markaz Islamabad. There we met with the branch manager of Gul Ahmed and Gather some necessary information related to our project. This marketing management project on GUl Ahmed covers the Situational analysis which includes situational analysis, SWOT Analysis, Market Integration Strategy, and Segmentation and at the end there is recommendation and conclusion related to Gul Ahmed. As it is an open secret that Marketing is a dynamic field with ever changing situations and scenarios. Every effort has been made to cover all the above mention areas of the company Gul Ahmed operating in the highly competitive market of Textiles in Pakistan. Gul Ahmed is more than committed to its core values and ethical responsibilities and acting responsibly in the social sector of Pakistan. In this project Gul Ahmed is under consideration and we have tried our lever best to provide you those information’s about Gul Ahmed which may be fruitful for you and will clear you everything about the strategies that Gul Ahmed is adopting to attract the attention of the market and their customers.

Table of Content

1. History
2. Introduction
3. Situational Analysis
* Micro Environment
* Macro Environment
4. Marketing Strategies
* Pricing strategies
* Product strategies
* Segmentation
* Integrated marketing
* Marketing mix
* Analysis the consumer market
* Service strategies
5. Competitive Analysis
6. Recommendation & Findings
7. Conclusion
8. Reference
History

The story of textiles in the subcontinent is the story of Gul Ahmed. The group began trading in textiles in the early 1900s. The group entered in the field of manufacturing with the establishment of today's iconic name of Gul Ahmed Textile Mills Ltd in the year 1953. Since its listing on the Karachi Stock Exchange in 1970, the company has been making rapid progress and enjoying a leading position in the world of textiles.

With an installed capacity of more than 130,000 spindles, 300 state-of-the-art weaving machines and most modern yarn dyeing, processing & stitching units, Gul Ahmed is a composite unit – making everything from cotton yarn to finished products. Gul Ahmed has its own captive power plant comprising of gas engines, gas & steam turbines, and backup diesel engines. Believing in playing its role in protecting the environment, Gul Ahmed has also set up a waste water treatment plant to treat 100% of its effluent, bringing it to NEQS levels.

Gul Ahmed is playing a vital role not only as a textile giant, but has its strong presence in the retail business as well. The opening of its flagship store – Ideas by Gul Ahmed– marked the group's entry into the retail business. Starting from Karachi, Gul Ahmed now has an extensive chain of more than 40 retail stores across the country, offering a diverse range of products from home accessories to fashion clothing.

More than 50 years since its inception, the name Gul Ahmed is still globally synonymous with quality, innovation & reliability.

INTRODUCTION

Gul Ahmed is globally synonymous as a name with quality, innovation & reliability following with endless customer satisfaction. A credible name having its presence since last six decades at the...
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