PROJECT OF SUFI GROUP OF INDUSTRIES

Company name: SUFI Group of Industries

publicity slogan: THE NAME THAT INSPIRES TRUST,
"BUY WITH FULL CONFIDENCE AS THIS IS YOUR BEST CHOICE"

HISTORY
Mr. Hadayat Ullah Sufi started production of soap in 1952 firstly on
manual line of production. Then in 1965 revolutionary step was taken and
automatic mazoni soap plant which were well known in the world for their
most modern technique and standard, and as it was policy of the company
to go for the best, the plant having capacity of 12 ton per day (installed
capacity) was installed in new premises at 12-K.M. Lahore-Sheikhpura
road. Later we increased our soap making capacity by installing another
Mazoni Plant having 36 ton per day capacity (installed capacity). The
factory took a further step ahead and glycerin recovery plant was also
installed to cover the by-product of our soap making method.M/S Hamza
Vegetable Oil Refinery and Ghee Mills Pvt. Limited. are producing 130
M.Ton of ghee and cooking oil for last five years.

COMPANYPROFILE
Soon after coming into being this God gifted country (PAKISTAN) had to
face so many problems. The most major share of GNP consisted on
agriculture production. The only source available for industrial product was
unauthorized trade with India. With the passage of time when Indo-Pak
border was strictly closed, the shortage of industrial products increased
and with that living of Pakistanis became harder and harder. This was the
time when Government of Pakistan realized to introduce countrys
industrial policy on progressive lines. As it was need of the time and there
were enough initiatives available so the people who had experience in any
field of industrial sector jumped in and started moving the industrial wheel
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PROJECT OF SUFI GROUP OF INDUSTRIES

of Pakistan in the forward direction.

At that period of time Mr. Hadayat Ullah Sufi, who himself had migrated
from Amritsar (India) took the initiatives and started production of soap in
1952 firstly on manual line of production. This was in fact courage of bear
handed person who invested nothing more than sincere labor in the
business. God, who have promised his men to give befitting reward of
sincere efforts, picked up this small institution and made it what you are
seeing today in 1998. In the early days of struggle and hardship other
family members also play their vital role in the progress of institution. As
the time was changing industrial growth in Pakistan was picking up its
pace, new ideas in industrial production were also pouring in. Now it was
need of the time to walk with the pace of time.
Then in 1965 revolutionary step was taken and automatic mazoni soap
plant which were well known in the world for their most modern technique
and standard, and as it was policy of the company to go for the best, the
plant having capacity of 12 ton per day (installed capacity) was installed in
new premises at 12-K.M. Lahore-Sheikhpura road. Now the production of
soap started on most modern soap plant with fully automatic system. This
was a start of new era in the age of soap industry of Pakistan. Later on as
our products win reputition in the market due to its high quality standard,
increased our soap making capacity by installing another Mazoni Plant
having 36 ton per day capacity (installed capacity). The factory took a
further step ahead and glycerine recovery plant was also installed to cover
the by-product of our soap making method.M/S Hamza Vegetable Oil
Refinery and Ghee Mills Pvt. Limited. are producing 130 M.Ton of ghee
and cooking oil for last five years. Now the entire production system of mills
is undertaking a mjor change in installing automatic system of production.
As a part of this job automatic plant refining and deodarization is under
construction in Belgium and M/S S.A. Extraction De Smet N.V., Belgium
are shipping this machinery in September and October, 1999. Then
another company M/S Hadayat Soap & Chemical Industries (Pvt. Ltd. have
installed an imported plant for Detergent Bar. Its productions are going to
be launched very recently. Presently its trial productions have been done
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PROJECT OF SUFI GROUP OF INDUSTRIES

very successfully.
As regards our present total turn over for both the companies is Rs.1350
Million and volume of annual imports is around Rs. 750 Million.
Our consumers have full faith in our quality, as our products fully pay back
its price to them. The most important matters which tops priority list of the
company is to maintain and make every efforts to improve upon the quality
standards of our products. Our entire production is supervised by very
vigilant and well-equipped laboratory. We are consuming best quality
material available from every corner of the world. It will be worth
mentioning that some of the materials consumed in our products are not
even known to our competitors that makes our products very distinctive
from other available soaps in the market.
Now we are covering almost most of big as well as small cities of Pakistan
and our products are within reach of maximum population of the country.
Our products are also available on all the Government run stores popularly
known as Utility Stores and CSD shops.
We trust on the faith of our consumers and consumers have faith in our
quality. This is an ideal situation for an industrial concern and the spirit of
this relationship is also picked up in our publicity slogan
"BUY WITH FULL CONFIDENCE AS THIS IS YOUR BEST CHOICE"

Mission Statement
We will provide our customers the best quality products using the latest
technology available to the privileged customers in the selected market
segments keeping in view the concern for survival, growth and profitability
of the organization. Our philosophy is to take care of our suppliers, stock
holders and the community. Our self concept and public image is to come
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PROJECT OF SUFI GROUP OF INDUSTRIES

up with the innovative quality products at the right time and at the right
place to cater to needs of our customers. We will provide our employees a
learning and friendly environment and appreciate their creative and new
idea.

VISION
Provide

the best quality products to every privileged customer. We want to

capture the market but will not compromise on our quality products and the
image in the minds of the customers. Keeping in view the best interest of
our stake holders Sufi Group is completely focused on the rapturous
relationship. To achieve it we provide our employees opportunities to work
with us and make sure that they learn maximum knowledge and utilize their
strengths and expertise here to attain delight for customer, supplier,
community and government.

QUALITY POLICY

Sufi Group of Industries strives to meet and where possible, exceed its
customers quality requirements.
Sufi Group of Industries has a policy to constantly strengthen them self by
adopting refined skills, training and learning from mistakes to continually
improve the process. They try never to repeat a mistake by going to its root
cause and institute measures to prevent future recurrence.
We believe in teamwork and try to act like a family. Every member works
towards improvement of processes for his own satisfaction and that of the
entire family.

PROJECT OF SUFI GROUP OF INDUSTRIES

Market growth or Establishment

In1965 revolutionary step was taken and automatic mazoni soap plant
which were well known in the world for their most modern technique and
standard, and as it was policy of the company to go for the best, the plant
having capacity of 12 ton per day (installed capacity) was installed in new
premises at 12-K.M. Lahore-Sheikhpura road. Now the production of soap
started on most modern soap plant with fully automatic system. This was a
start of new era in the age of soap industry of Pakistan. Later on as our
products win reputition in the market due to its high quality standard,
increased our soap making capacity by installing another Mazoni Plant
having 36 ton per day capacity (installed capacity). The factory took a
further step ahead and glycerine recovery plant was also installed to cover
the by-product of our soap making method.M/S Hamza Vegetable Oil
Refinery and Ghee Mills Pvt. Limited. are producing 130 M.Ton of ghee
and cooking oil for last five years. Now the entire production system of mills
is undertaking a mjor change in installing automatic system of production.
As a part of this job automatic plant refining and deodarization is under
construction in Belgium and M/S S.A. Extraction De Smet N.V., Belgium
are shipping this machinery in September and October, 1999. Then
another company M/S Hadayat Soap & Chemical Industries (Pvt. Ltd. have
installed an imported plant for Detergent Bar. Its productions are going to
be launched very recently. Presently its trial productions have been done
very successfully.
As regards our present total turn over for both the companies is Rs.1350
Million and volume of annual imports is around Rs. 750 Million.

PROJECT OF SUFI GROUP OF INDUSTRIES

Associated with the Sufi Group

1. Sufi Soap and Chemical Industries (Pvt) Limited
Sufi Bath Soap, Sufi Powder, ToiletSoap, Sufi
Vermicelli,Sufi Mini, Sufi Darja Awwal, Sufi
Glycerine,Sufi Brown,Sufi Special Quality, Sufi Super,
Sufi Nirol and Sufi Poly Bag 1 kg; 1/2 kg, Safon Dish
Washing liquid.
We are a locally owned and operated company, with our corporate
headquarters located in the capital city of Punjab, Lahore.
Since 1952 Sufi Soap and Chemical Industries Private Limited has been
provided customer oriented and quality guaranteed products nation wide.
Our quality has stood the test of time and our reputation speaks for itself.
With our finest range of products, we have been able to cater to all our
happy customers with better incentives.
Products of Sufi Soap and Chemical Industries are
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

Sufi Bath Soap

Sufi Powder
Sufi Vermicelli
Sufi Mini
Sufi Darja Awal
Sufi Glycerine
Sufi Brown
Sufi Special Quality
Sufi Super
Sufi Nirol
Sufi Toilet Soap

PROJECT OF SUFI GROUP OF INDUSTRIES

2. Hamza Vegetable Oil Refinery and Ghee Mills (Pvt)

Limited
Canola Cooking Oil, Soya Bean Cooking Oil,
Banaspati Ghee, Sun Flower Cooking Oil.

3. Hadayat Soap and Chemical Industries (Pvt) Limited

Safon Dish Washing Soap

4. Hadayat Food Stuffs Industries (Pvt) Limited

Sufi Mineral Water
Sufi group provides quality consumer products and has gained consumers'
trust for over 50 years; The name is well established in health and hygiene.
Sufi introduces a new brand in the water market. Sufi Finest Drinking
Water: the real source of good health. With so much dependent on water,
one cannot afford to be careless about the kind and quality of water which
we drink. And this is where Sufi Finest Drinking Water comes in. Pure and
uncontaminated by any chemicals.

Projects:
* Sufi Textile (O.E)
* Sufi Flour
* Iqbal Flour
* Rehman Cotton
* Sufi Waste Plant
* Sufi Textile (Ring)
* Sufi Rice

PROJECT OF SUFI GROUP OF INDUSTRIES

Sufi Group of Industries (Pvt.) Ltd. was founded in 1963. The founder of
Sufi Group was Sufi Ghulam Rasool. From the beginning to the present
Sufi Group is offering their products in the Textile & Food Sector. The
projects working under the same management are:
Iqbal Flour Mills (Pvt.) Ltd.
1971
Sufi Flour Mills
1975
Rehman Cotton Ginning Factory
1980
Sufi Textile Mills (O.E Spinning)
1988
Sufi Rice Mills
1996
Sufi Waste Recycling Plant
1997
Sufi Textile Mills (Ring Spinning)
1998
our customers have full faith in our quality, as our products fully pay back
its price to them. The most important matters which tops priority list of the
company is to maintain and make every efforts to improve upon the quality
standards of our products.
Sufi Group has developed and implemented quality management system.
To better satisfy the needs of its customers and to improve the
management of the company. We trust on the faith of our customers and
the customers have faith in our quality products. This is an ideal situation
for an industrial concern and the spirit of this relationship is also picked up
in our publicity slogan
"BUY WITH FULL CONFIDENCE AS THIS IS YOUR BEST CHOICE"

PROJECT OF SUFI GROUP OF INDUSTRIES

SBUs OF SUFI GROUP OF INDUSTRIES

(1) Sufi Soap
Range of Sufi Soap:
1.
Sufi bath soap
2.
Sufi Powder
3.
Sufi Vermicelli
4.
Sufi Mini
5.
Sufi Darja Awal
6.
Sufi Glycerine
7.
Sufi Brown
8.
Sufi Special Quality
9.
Sufi Super
10. Sufi Nirol
11. Sufi Toilet Soap

(2) Vegetable Oil and Ghee:

Range of ghee and oils:
1. Canola Cooking Oil
2.Soya Bean Cooking Oil
3.Banaspati Ghee
4.Sun Flower Cooking Oil
(3) Safon Dish Washing BAR / LIQUID
(4) Sufi Mineral Water

PROJECT OF SUFI GROUP OF INDUSTRIES

SWOT analysis
INTRODUCTION:
Every company before making its market plan prefers to
have a SWOT analysis. It is not simply enough to identify the strengths,
weaknesses, opportunities, and threats of a company. In applying the
SWOT analysis, it is necessary to minimize or avoid both weaknesses and
threats. Weaknesses should be looked at in order to convert them into
strengths. Likewise, threats should be converted into opportunities. Lastly,
strengths and opportunities should be matched to optimize the potential of
a firm. Applying SWOT in this fashion can obtain advantage for a company.
SWOT analysis can be extremely beneficial to those who objectively
analyze their company. The marketing manager should have rough outline
of potential marketing activities that can be used to take advantage of
capabilities and convert weaknesses and threats. However, at this stage,
there will likely be many potential directions for the managers to pursue.
Due to the limited resources that most firms have, it is difficult to
accomplish everything at once. The manager must prioritize all marketing
activities and develop specific goals and objectives for the marketing plan.

Strengths:

Sufi is one of the largest groups of industries in PAKISTAN.

Exporting its good in more than 6 countries of the world.
Sufi groups of industries are making 30 different products.
Sufi is Pakistans 1st company to acquire ISO: 22000:2005 food
safety management systems.
More then 50 years of excellence.
The company has good market repute, due its good and consistent
quality product.
Another major strength is its market share.
Another major strength is that its wide range of product, only Sufi
industries is the largest groups of industries who are producing more
then 30 products in every range.
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PROJECT OF SUFI GROUP OF INDUSTRIES

A team of professional managers with the following leadership

practice performs the day to day administration of the company.
Finding opportunities for constantly challenging and improving
personal performance.
As per companies product they have introduced many attractive
packages.

Weaknesses:
The main weakness of Sufi industries is that, they are not full filling
the demand of the customers.
Even the quality is good but still the color and thickness of SUFI oil is
a matter of consideration as it is different from others in market.
The quality of Sufi mineral water is not good as compare to its
competitors; there are many big and reputed brands available in
market so compare to that Sufi water is not good.
The main weakness of Sufi oils is that it is full of fat and high
cholesterol.
It is the main weak point of Sufi industries that they have many
substitutes of their products.
Another weak point of Sufi industry is that they have reduced
spending for research and development in market and they are not
going with the customers needs as their technologies are old from
their competitors.
As their technologies are old so their generation of revenue has been
decreased.
The main weakness of the company is miss-management.

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PROJECT OF SUFI GROUP OF INDUSTRIES

OPPURTUNITIES:
As the population is increasing new areas are discovering and new
markets are developing, so Sufi has the great opportunities to bring
out their products in markets.
The main opportunity for Sufi industry to increase the production of
their product so that their products are available in every market.
Sufi industries have to produce such products in low prices that low
income people can also get benefits of their products.
For good qualities and to attract more customers to their product they
have to introduce new technologies in their products.
Changing life styles of people give Sufi a very good opportunity to
make new products and new technology.

Threats:
The main threats for Sufi group of industries are their competitors.
Their competitors are producing products in very good quality with
good prices.
Changing life styles of people bring changes in technologies and
technology needs more money. So it is also a threat for the company
to keep on spending for research and developments.
New technology wants new and improved labor and labor demand
more money, so it is also a threat for the company to spend on the
labor.
Political effects also effect the companys production.

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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:

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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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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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