PROJECT OF SUFI GROUP OF INDUSTRIES

MARKET PLAN OF SUFI GROUP OF INDUSTRIES

INTRODUCTION:
Marketing decisions generally fall into the following four controllable
categories:
Product
Price
Place (distribution)
Promotion
The term "marketing mix" became popularized after Neil H. Borden
published his 1964 article, The Concept of the Marketing Mix. Borden
began using the term in his teaching in the late 1940's after James Culliton
had described the marketing manager as a "mixer of ingredients". The
ingredients in Borden's marketing mix included product planning, pricing,
branding, distribution channels, personal selling, advertising, promotions,
packaging, display, servicing, physical handling, and fact finding and
analysis. E. Jerome McCarthy later grouped these ingredients into the four
categories that today are known as the 4 P's of marketing, depicted below:

PROJECT OF SUFI GROUP OF INDUSTRIES

Now we explain marketing plan adopt by Sufi group of industries for

their different SBUs:

Marketing plan for Sufi soap and chemical industry:

PRODUCT:
Since 1952 Sufi Pakistan is providing its customers oriented and quality
guaranteed product nation wide. The wide range of Sufi soap and chemical
industry products are.

Sufi bath soap

Sufi powder
Sufi vermicelli
Sufi mini
Sufi darja awwal
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PROJECT OF SUFI GROUP OF INDUSTRIES

Sufi glycerine
Sufi brown
Sufi special quality
Sufi nirol
Sufi toilet soap

The wide range of products is available in different packing and in different

sizes. As Sufi is the oldest industry of Pakistan it is providing its product full
of quality. Sufi product has been marketed for very long time and it is at
maturity stage.
Product feature:
These Sufi products all are related to house hold items. There good quality
and product range give customers satisfaction. As the manufacturing of the
product passed all tests then it is delivered to the customers. By the latest
technology and modern machinery Sufi has its largest market share due to
its good quality.

PRICE:
Sufi has set the price according to the market and its pricing strategy is
compatitive as Sufi has set the prices of its product in competition with
prices of their competitors like Gaye soap.The prices of the product are
very reasonable and low and customers are satisfied with the prices, as
they can get good quality in low prices.
Target market:
Sufi is targeting the upper- middle class as there products is available in
different prices and sizes and every place through nation wide.

Placement:
Sufi uses its complete distribution process which is:
Manufacture

Distributer

Wholesalers

Retailers

Customers.
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PROJECT OF SUFI GROUP OF INDUSTRIES

Its biggest product range is available in all leading stores all over the
Pakistan like.

Hyper star
Macro
Metro
HKB
AL-fateh store
Raheem store (etc)

Promotions:
Sufi soap and chemicals industry is using different promotional strategies
to promote their product like:

T.V advertisements
Billboards
Door to door marketing
Online adds

Marketing plan for Vegetable Oil and Ghee

1. PRODUCT:
The product is vegetable oil and banaspati ghee its a Sufi
product it is available in different product range and stylish packaging it has
been in the market for a very long time and it is at maturity stage the
product range is cooking oil and banaspati ghee it is available in:

PRODUCT RANGE & PACKAGING:

1. Tin packs of

16 Litters
10 Litters
5 Litters
2.5 Litters
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PROJECT OF SUFI GROUP OF INDUSTRIES

2. Bottles of
5 Litters
3 Litters
1 Litters

3. Poly pack of
1kg
kg
kg

PRODUCT FEATURES:
It is tested by the international market it never compromises on
quality it is a rich source of vitamin A, D & E it enjoys strong brand image it
is using the latest technology in its production units it has the largest
market share due to its consistent quality.

2. PRICE:
Sufi set prices through market survey their prices are
competitive base prices they often set their prices according to the prices
of their competitors like Rafhan & Dalda.

Target market:
Sufi is targeting the upper class and the middle class.
Their range vary in prices

3. PLACEMENT:
It is not directly sold to consumers it has the complete distribution
process it uses indirect channel for distribution
Manufacturer

distributer

wholesaler

retailer

consumer
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PROJECT OF SUFI GROUP OF INDUSTRIES

It is available in all leading stores of Pakistan for instance

HKB
Akbari store
Raheem store
Al fateh store
Macro

Hyper Star (etc)

4. PROMOTIONS:
Sufi cooking oil and banaspati ghee is using different promotional
strategies to promote their product for instance
Advertisements
They are focusing on health conscious people in their advertisement.

Through TV adds
Through billboards
By creating web page
Online advertisement
Door to door selling (DDS).
News paper adds. (specially Sunday magazines)
Through promotional activities on their placements.

Market Plan for safon dish washer

(1) Product:
Safon Dish Washing Bar:
In September 1999 a company Hadayat Soap and chemical
industries (Pvt LTD) have installed the imported plant for detergent bar.
Safon Dish washing detergent.

Product range:
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PROJECT OF SUFI GROUP OF INDUSTRIES

It is available in form of powder and liquid:

Plastic Bottle 500gm,
Poly bag 500gm,
Poly bag 1kg

(2)Price:
Target market:
Its target market is lower class and middle class. Safon
Dish washing soap is covering almost most of big as well as small cities of
Pakistan and this product is within reach of maximum population of
Pakistan.

Pricing:
The pricing strategy of safoon dish washing bar and detergent is
competitive.
500gm bottle is available in Rs 90
1 kg pack is available in Rs 150.

(3)Placement:
Safon Dish washing soap is covering almost most of big as
well as small cities of Pakistan and this product is within reach of maximum
population of Pakistan.
This product is available in:
Small towns
Villages
Rural areas.
Its available in all small and big grocery shops.

(4)Promotions:
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PROJECT OF SUFI GROUP OF INDUSTRIES

Following strategies are being used by Sufi detergent for its promotion:
(1) Banners
(2) TV Commercials
(3) Door to door marketing.

Market plan for Sufi water

1. PRODUCT:
The product is sufi finest water of sufi group it is pure and
good for health it is a standardized (UHT) finest water sufi finest water
never compromises on quality there are using the latest technology and it
is available in every city and town of Pakistan sufi finest water is certified
by ISO 22000-2005 food safety management system it is the highest
global standard for food safety to ensure your health.

Packaging and range:

Sufi water is available only in bottles in the following packaging:

250 ml
500 ml
1 Litter
1.5 Litter

Slogan:

2. PRICE:
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PROJECT OF SUFI GROUP OF INDUSTRIES

Prices of Sufi finest water are within the customers buying

power they are offering quality product with acceptable price:

250 ml bottle for RS.

500 ml bottle for RS.
1 Litter bottle for RS.
1.5 Litter bottle for RS.

They are using penetrating pricing strategy as their prices are

relatively low than their competitors their competitors are Nestle pure
life, Aquafina etc.
Target market:
The product caters the upper class, middle class as well as
lower class people.

3. PLACEMENT:
It has the complete distribution process it uses indirect
channel for distribution for instance
Manufacturer

distributer

wholesaler

retailer

consumer

It is available in all major cities of Pakistan it is available in all leading

stores of Lahore for instance:

HKB
Akbari store
Raheem store
Al fateh store
Macro
Hyper Star (etc)

4. PROMOTIONS:
Sufi water through its very good promotional strategy has got very
good market share for this product for water they have used door to door
marketing strategy for the very first time which has worked good for this.
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PROJECT OF SUFI GROUP OF INDUSTRIES

This strategy was a big tool that now Sufi water is competing brands like
aquafina and Nestle. Following strategies are being used by Sufi water for
its promotion:

Advertisements
In advertisements it uses the word pure which intend people to buy this
as it is pure.

Online advertisements
Billboards
Kiosk activities
Broachers
Buntings
Danglers
Door to door service (DDS)

BOSTON CONSULTANCY GROUP:

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PROJECT OF SUFI GROUP OF INDUSTRIES

According to the Boston consultancy group (BCG) some of the products of

Sufi falls in star, cash cow, question mark and dogs.
According to the BCG rules following are the details of products follows in
the different categories.

1. Stars (high growth, high market share):

Stars are high growth businesses or products competing in
markets where they are relatively strong compared with the
competition. Often they need heavy investment to sustain their
growth.
The products of Sufi included in stars are as follows:

Sufi soya bean cooking oil

Sufi sunflower cooking oil
Sufi canola cooking oil
Sufi banaspati ghee

REASONS:
From overall market share of Sufi group of industries market
share of the above products is relatively high, as these are the products
which are the running products and for which Sufi is recognized and Sufi is
generating heavy income through these items. But these products are
being used in different edibles so they need continuous improvement on
the quality, so they have to make heavy budget for research and
development to sustain this product in star and to add more features in it to
attract people.EG: low cholesterol, low fat etc.

2. Cash Cows (low growth, high market share):

Cash cows are low-growth businesses or products with a
relatively high market share. They are mature, successful businesses
with relatively little need for investment.
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PROJECT OF SUFI GROUP OF INDUSTRIES

The products of Sufi included in cash cows are as follows:

Sufi mineral water

Sufi soap special quality
Sufi soap vermicelli
Safon dishwashing liquid

REASONS:
From these above products of Sufi group of industries Sufi is getting
heavy revenue, the market share of these products is also very high in the
market if we compare them within Sufi group of industries and these
products do not need budget for any research and development so we
consider these all above products of Sufi as cash cow, as through these
products Sufi group of industries is generating heavy revenues.

3. Dogs (low growth, low market share):

Unsurprisingly, the term dogs refers to businesses or products
that have low relative share in unattractive, low-growth markets.
Dogs may generate enough cash to break-even, but they are rarely, if
ever, worth investing in.
The products of Sufi included in dogs are as follows:

Sufi super
Sufi brown
Sufi nirol
Sufi mini

REASONS:
The above products of Sufi group of industries are in dog category.
Because these products have very little market share and growth rate of
these products is very low. These products are not generating any revenue
for Sufi group of industries. Now these products needs a lot of

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PROJECT OF SUFI GROUP OF INDUSTRIES

improvement to sustain in the market and to move them in question mark

portion or in near future company will loose these products.

4. Question Marks (high growth, low market share):

Question marks are businesses or products with low market
share but which operate in higher growth markets.This suggest that
they have potential, but may require substantial investments in order
to grow market share at the expense of more powerful competitors.
The products of Sufi included in question marks are as follow:

Sufi dishwashing powder

Safon dishwashing bar
Sufi glycerin
Sufi darja awwal
Sufi toilet soap

REASONS:
These above products of Sufi group of industries falls in question
mark category because these products have low market share but needs a
lot of budget for improvement of the product to increase its market share
because it is necessary if company would not take serious attention these
items will move to dogs category and then may be diminish, so these
products needs special attention to move them in star category and to
generate revenue from these items.
Conventional strategic thinking suggests there are four possible
strategies for each SBU:
(1) Build Share: here the company can invest to increase market share
(for example turning a "question mark" into a star)
(2) Hold: here the company invests just enough to keep the SBU in its
present position

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PROJECT OF SUFI GROUP OF INDUSTRIES

(3) Harvest: here the company reduces the amount of investment in order
to maximize the short-term cash flows and profits from the SBU. This may
have the effect of turning Stars into Cash Cows.
(4) Divest: the company can divest the SBU by phasing it out or selling it in order to use the resources elsewhere (e.g. investing in the more
promising "question marks").
Some limitations of the Boston Consulting Group Matrix include:
High market share is not the only success factor
Market growth is not the only indicator for attractiveness of a market
Sometimes Dogs can earn even more cash as Cash Cows

MARKET GRID

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PROJECT OF SUFI GROUP OF INDUSTRIES

INTRODUCTION:
Every company at different times uses different marketing
strategies to expand itself. Sometimes they move to other geographical
areas, sometimes they do advertisements, sometimes they attract their
customers through advertisements, and sometimes they start making
entirely different products to expand the business.
So, all these things fall in the market grid and can be explained as
follows:

Market Penetration (existing markets, existing products):

With this approach, Company tries to sell more of the same things to the
same people. Here they might:
Advertise, to encourage more people within your existing market to
choose your product, or to use more of it
Introduce a loyalty scheme
Launch price or other special offer promotions
Increase your sales force activities, or
Buy a competitor company (particularly in mature markets)

Sufi creates market penetration through:

Promotions
Billboards
Different sizes
Packaging
Availability of products

Market Development (new markets, existing products):

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PROJECT OF SUFI GROUP OF INDUSTRIES

Here, youre targeting new markets, or new areas of the

market. Youre trying to sell more of the same things to different people.
Here you might:
Target different geographical markets at home or abroad
Use different sales channels, such as online or direct sales if you are
currently selling through the trade
Target different groups of people, perhaps different age groups,
genders or demographic profiles from your normal customers.
For market development Sufi has put a lot of efforts to expand itself
in Pakistan as they started from Lahore and today they are everywhere
in Pakistan even in all big cities and small towns , villages. They had
developed their market all over the Pakistan very well. Time to time they
target different group of people for example, they started from lower
class and than they target middle class and lower class and now their
target market is all categories they are targeting lower class, middle
class, as well as higher class customers.

Product Development (existing markets, new products):

Here, youre selling more things to the same people. Here you might:
Extend your product by producing different variants, or packaging
existing products it in new ways
Develop related products or services (for example, a domestic
plumbing company might add a tiling service after all, if theyre
plumbing in a new kitchen, most likely tiling will be needed!)
In a service industry, increase your time to market, customer service
levels, or quality

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PROJECT OF SUFI GROUP OF INDUSTRIES

So, if we conclude product development in the existing market new

products are introduced in the same target market following are the
modifications made by Sufi group of industries which is product
development strategy used by Sufi.

Sufis modifications
1.

Cooking oils
soya bean cooking oil
sunflower cooking oil
canola cooking oil
banaspati ghee

2. Soaps
Toilet soap
Bath soap
Sufi soap vermicelli
Sufi soap special quality

Business Diversification (new markets, new products):

This strategy is risky, theres often little scope for using existing
expertise or achieving economies of scale, because you are trying to sell
completely different products or services to different customers
This is where we market completely new products to new customers.
There are two types of diversification, namely direct and indirect
diversification.
1. Direct diversification of Sufi
Cooking oils to banaspati ghee
Dishwashing bar to liquid
Sufi soap special quality to vermicelli, bath & toilet soap
2. Indirect diversification of Sufi
Iqbal Flour Mills (Pvt.) Ltd
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PROJECT OF SUFI GROUP OF INDUSTRIES

Rehman Cotton Ginning Factory

Sufi Textile Mills (O.E Spinning)
Sufi Rice Mills
Sufi Waste Recycling Plant
Sufi Textile Mills (Ring Spinning)
Sufi finest drinking water

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