Gul Ahmed Report

Gul Ahmed Report - Brand Management Term Report Fall 2013...

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Brand Management Term Report Fall 2013 Submitted To: Prepared By: Mr. Ejaz Wasay Areeba Jamal (11855) Section: B Akbar Ali Rajwani (14804) Sehar Amin (12068)
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LETTER OF TRANSMITTAL 4 th December 2013 Sir Ejaz Wasay, Course Instructor, Brand Management, Institute of Business Management, Karachi. Dear Sir Ejaz, We would like to express our gratitude to our teacher for giving us the opportunity to learn and study about a brand and conduct its audit. This course has helped us in building fundamental concepts of a brand and how it is managed. We greatly benefited from this report as our term report. It helped us widening our vision, improving our quality of work, enhancing our thinking and gave a vital experience in order to improve our conceptual skills. We hope it is up to your expectations and fulfils all the requirements given by you. Sincerely, Areeba Jamal (11855) Akbar Ali Rajwani (14804) Sehar Amin (12068)
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Gul Ahmed Table of Contents Introduction ..................................................................................................................................................... 1 Background: ................................................................................................................................................ 1 Business Activities .......................................................................................................................................... 2 Textiles: ....................................................................................................................................................... 2 Products: ..................................................................................................................................................... 2 Financial Performance .................................................................................................................................... 3 SWOT Analysis .............................................................................................................................................. 4 Strengths: .................................................................................................................................................... 4 Weaknesses: ................................................................................................................................................ 4 Opportunities: ............................................................................................................................................. 5 THREATS: .................................................................................................................................................. 6 The 4Ps of “Gul Ahmed” ................................................................................................................................ 7 Products: ..................................................................................................................................................... 7 Pricing: ........................................................................................................................................................ 8 Placement: ................................................................................................................................................... 9 Promotion: .................................................................................................................................................. 9 Gul Ahmed’s Target Market & Positioning .................................................................................................. 10 Consumer Perception about Gul Ahmed ...................................................................................................... 11 Competition .................................................................................................................................................. 12 Brand Differentiation .................................................................................................................................... 13 “Gul Ahmed” – The Brand ........................................................................................................................... 14
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Gul Ahmed Brand Awareness ....................................................................................................................................... 14 Brand Benefits .......................................................................................................................................... 14 Brand Positioning ..................................................................................................................................... 14 Brand Preference ...................................................................................................................................... 14 Brand Loyalty ........................................................................................................................................... 15 Problems with Gul Ahmed ............................................................................................................................ 15 Recommendations ......................................................................................................................................... 16 Appendix ....................................................................................................................................................... 17
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Introduction Background: 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.
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