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GUL -AHMED

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by

Akbar Ali Rajwani

on 3 December 2013

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Transcript of GUL -AHMED

BRAND MANAGEMENT
Mission Statement
“To deliver value to our partners through innovative technology and teamwork. Fulfilling our social and environmental responsibilities”
Introduction
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
capacity of more than 130,000 spindles, 300 state-of-the-art weaving machines and most modern yarn dyeing, processing & stitching units
Gul Ahmed now has an extensive chain of more than 40 retail stores across the country
SWOT Analysis
GUL -AHMED
Akbar Ali Rajwani (14804)
Areeba Jamal (11855)
Sehar Amin (12069)
Strengths
Market Leader in Pakistan with a strong Brand Name
Trusted for Quality, Novelty & Eminence
Offering personalization on some of their products i.e. order taking
Weaknesses
There is not complete exclusive distribution for Ideas
Marketing not rigorously
Their outlets indifferent cities have different ways of displays i.e. there is no coherence
Opportunities
Should go global more rigorously
Invest in the business of sportswear
Advertisement campaigns and display on the social networking sites
Threats
Competition in the local and international market
Political and economical instability
Increasing cost due to higher taxes or government regulations and power shortage
Differentiation Strategy
Elegant, Colorful & Trendy Designs
Cost Effective Production
Innovative technology applications in comparison to its competitors
Brand Benefits

Quality, novelty and eminence
Trust
Trendy Designs
Brand Positioning

Premium lawn
Variety
Quality of material
Brand Preference

One shop stop
Trend setter
Al-Karam, Chen One, Nishat, Khaadi.
Product Line
Bedding (Quilt covers, cushion covers, bedsheet sets etc.)

Clothing Line by Ideas (kurtas, readymade women/men cloths, denim, shirts etc.)

Fashion Accessories (Slippers, scarves, ties, ladies bags, etc.)

Product
Idea’s Products
For Men
For Women
For Kids
Home

Gul-Ahmed
Yarns
Fabrics
Made Ups
Price

Cost Based Pricing
Product Line Pricing
Place
Ideas Stores at:
Karachi
Lahore
Islamabad
Hyderabad
Promotion
Billboards
Banners
Magazine
Newspaper
Internet

Competitors
Brand Loyalty
Legacy, Trend setting, status symbol and the “original lawn” title keeps the customer loyal to Gul Ahmed. People refer the brand to the Pakistanis living abroad since Gul Ahmed has made itself available all around the world through its online shop facility

Problems with Gul Ahmed
1. Their ready to wear dresses are not as good as their competition especially their direct competitors Nishat and Al-karam have a better variety in ready to wear. Customers show concern that their ready to wear dresses are usually made from their older unstitched collection.
2. Gul Ahmed seems to take the advantage of being the senior player, hence forgetting that the competitors are coming up with innovative ideas and extensions, Khaadi have started of their Khaadi Home just now and are entering into furniture as well, and they include everything that is needed to decorate a home from bed sheet to wall hangings and paintings, which Gul Ahmed is still not offering and needs to focus on.
3. Customers who have now switched to other brands from Gul Ahmed tell they were not satisfied with the material they were offering some years back, but do agree that they have improved it now. This will remain a drawback as it gave the competitors chance to prove themselves.
4. Gul Ahmed also fails to bring in seasonal promotions, like Al-karam gives incentives on mother’s day etc. Gul Ahmed on other hand only holds a upto 70% sale twice a year.
Recommendations
1. They should improve their ready to wear line by hiring new designers and also increasing the variety.
2. They should now advertise through TVCs as well and through other mediumd rigorously
3. Gul Ahmed needs to be more innovative and come up with some line extensions to get customer attraction
4. Gul Ahmed still needs to work on their quality and have to become more customer oriented.
5. They should offer deals, and discounts more often.
6. They should explore new markets like America, Far east Asia.
7. They should start its furniture line because there is lot scope.
8. They should also increase their Outlets.
9. They must hire a well known celebrity to be their Brand Ambassdor ( celebrity, sportsmen)
Full transcript