Laminated Wooden Floor - Marketing Report

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Built to the highest specification,
Built for creativity,
Built for durability,
and above all
Built to LAST

~We Carved Our way into the New Millennium

INTRODUCTION

The product which we have chosen for our project is laminated wooden floor. This offer was given to us by “Al Noor MDF Board Industries”. They are launching a new product called laminated wooden flooring and they want to us plan a marketing strategy for them. Our objective is to provide an effective marketing strategy, in the form of creating awareness of wooden flooring to mass market, to identify different and prospective customers, to identify there needs and wants and to provide such a marketing mix that will result in greater market share and maximum profits.

This report provides the entire program for marketing laminated wooden flooring. For this purpose we have first identified major features of the product that will affect the marketing of the product. Then we have formulated our marketing objectives and identified our need category. We have also done the market research. In this we have identified consumer need and wants, awareness about laminated wooden flooring in different areas of Karachi, consumer perception about the product, the areas and market segments which have greater demand for wooden flooring and present situation in consumer market with respect to wooden flooring. We have also identified people who presently sell wooden flooring and their distribution and promotion. Hence we have identified major competitors with which Lasani wooden floor will have to compete in future.

For this we actually went to individual shops that sell wooden floor and other similar product. We identified the prices of the products they sell, market demand and promotional strategy. We have also tried to recognize how much they have been successful in attracting the market in Karachi. For market research most of the methods used are observational study and surveys. The surveys have been done through interviewing and questionnaires.

After that we went formulated marketing program. We designed our four P’s in conjunction with market research and company’s needs and wants. We have done a rough break even analysis which serves as a base to make pricing decisions. Then we have concluded our findings and given a assumed implementation schedule.

THE COMPANY PROFILE

The Al-Noor Group of Industries was formed in the early Nineteen Fifties. The group's headquarter is located in a modern building in the heart of Karachi, The largest city, port and economic hub of Pakistan. HISTORY

The group began its operations in Pakistan with the establishment of a trading company with the objective of trading in various commodities exported from Pakistan. Since then the group has never looked back and have successfully implemented a number of projects. Today, after completing 40 years the Al-Noor Group of Industries has emerged as one of the most financially sound and prospective Industrial Groups in Pakistan.

The main focus of the group is still on the traditional line of business i.e. sugar manufacturing for trading. The group now owns two of the most successful and largest refined sugar manufacturing plants, a trading company, and a multi-million rupee trading and investment Modaraba Fund among other companies.

Recently some new directors have joined the group adding in the diversity of the knowledge and experience with which the group is run. The professional management of the group's companies is also a blend of experience and youth.

1956: Noori Trading Corporation (Pvt.) Limited was incorporated in Karachi to handle trading of general merchandize. Simultaneously an oilseed expeller plant was commissioned in Chittagong.

1960: Noori Sugar Factory was set up with a cane research farm in Moro/ Nawabshah district, and with a small sugar-manufacturing unit.

1971: Al-Noor sugar Mills Limited was commissioned....
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