Strategic Brand Management Ideas by Gul-Ahmed

Submitted by : Usman Aslam Reviewed by: Sir Tony

Present Condition :
Currently Ideas is operating in all the major cities of Pakistan including Karachi, Lahore, Hyderabad, Sialkot, Gujrat, Gujranwala, Mirpur(AJK), Rawalpindi and Faisalabad. They are also planning to expand their outlets to UK, India and UAE as the are already functional with the Brand Name of Gul-Ahmed in these countries.

History:

The Gul Ahmed Group began trading in textiles 1953 and in 1972 it was listed on the Karachi Stock Exchange. Since then, the company has made rapid progress and is currently one of the leading composite textile houses in the world.

History of Ideas:

Ideas is the Brainchild of Chairman of GulAhmed and his wife, Mr. and Mrs. Ziad Bashir and they made this dream come true by the dedicated efforts of their team Ideas offer the products for the bedroom, kitchen and bathroom, as well as men's and women's apparel. It also provides in-house monogramming, embroidery and tailor-made services. Source:
http://www.chenonehome.com/http://www.szabi st.edu.pk

Reasons for Success:

One stop shop Location Advertisement Customer service

Brand Worth

Year over year, Gul Ahmed Textile Mills Ltd. has been able to grow revenues from 14.2B to 19.9B. Most impressively, the company has been able to reduce the percentage of sales devoted to selling, general and administrative costs from 8.64% to 7.82%. This was a driver that led to a bottom line growth from 113.8M to 468.2M.

Ex. MTV mental map

original

Fulfilling demands
Real and genuine popular Ideas by Gul Ahmed For all age grouos Comfort

trusting lifestyle Products for different occasion Brand image

Strategic Brand Management Ideas by GulAhmed Customer Segmentations

Behaviors Behaviors Brand Loyalty Brand Loyalty Customers of Ideas are liable to shift to other brands

customer Segmentation

Shallow!

Demographics Income: Middle + Upper middle class Age : all age groups Gender: Both Race: Any Family: Any

Products Ready made dresses Bed Sheets Furniture Toiletries House hold decorative things

 Geographic : Only major cities Usage Occasions: Parties + Festivals Outlets: on prime location of cities