Gul Ahmed

Topics: Marketing, Consumer behaviour, Brand Pages: 43 (9810 words) Published: April 13, 2013
Marketing Management
Term Project Report

Submitted to: Mr. Javaid Ahmed

M. Moiz Bin Sajjad - 3801
Sehrish Khan Rafat - 4666
Arooba Qamar - 4592
Imtiaz Ahmed Shaheedi - 2985
Yasir Awan - 4620
Muffadal Moiz - 3527

Letter of Authorization

Dear Reader,

As students of Institute of Business Management, we have been authorized by Mr. Javaid Ahmed to make this marketing management report on “GUL AHMED TEXTILE MILLS LIMITED”.

This has been a great learning experience for us. This report was given by our teacher as a way to help us understand the marketing practices in the real business environment.


M. Moiz Bin Sajjad
Imtiaz Ahmed Shaheedi
Arooba Qamar
Sehrish Khan Rafat
Yasir Awan
Muffadal Moiz

Letter of Acknowledgement

Dear Reader,

This report on Marketing Management is about the marketing practices of the real business organizations as was assigned to us by our teacher Mr. Javaid Ahmed. Working on this report has given us exposure to the industry, which will really help us in our work experience. Mr. Shahab, Marketing Manager, has helped us in giving us all the relevant and required information that we needed about GATML.

We are grateful to Mr. Javaid Ahmed for his unprecedented support in guiding us throughout the report and also our institute for its support and patronage.

This comprehensive study is really a learned experience for us.


M.Moiz Bin Sajjad
Imtiaz Ahmed Shaheedi
Arooba Qamar
Sehrish Khan Rafat
Yasir Awan
Muffadal Moiz

Table of Contents

Company Introduction5
Module 1: Value Delivery Chain8
Module 2: Consumer Behavior Model17
Module 3: Competitive Strategies26
Module 4: Value Definition33
Module 5: Value Creation38
Module 6: Value Communication44

Company History
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 it’s 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. Corporate Profile - Major Companies

The following is a list of the major companies which comprise the group: • Gul Ahmed Textile Mills Limited
• Gul Ahmed Energy Limited
Corporate Profile - Business Activities
In the textile field, activities start from the spinning of cotton as well as man made fibers and extend to weaving, processing and finishing of all types of cotton and blended fabrics, bed linen, home furnishings, garment manufacturing, etc.

The group has been a pioneer in the field of power generation. The textile mill runs on self-generation with an installed capacity of more than 20 MW. Gul Ahmed Energy operates a power plant of 136 MW capacity with a project cost of US$140 million located at Korangi, Karachi. The sponsors of this project include the IFC and Tomen Corporation. The project has been in commercial operation since November 1997.

Management of the group is professionally qualified and broadly experienced. The directors have held top positions in various textile bodies, export committees and have also assisted the Government of Pakistan in some of the major trade talks with EC and USA authorities. Quality Policy

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