Principles of

Marketing

Submitted By:
Muhammad Arslan

Roll Number:
BBA F17 M024

Submitted To
Sir Faheem Athar

Noon Business School

University of Sargodha
 Zulfeqar Industries Limited
Question # 01: Write down the history of organization
we began our excursion in 1954 and set up activities in Karachi, with an industrial facility
situated at Hyderabad. Our scope of cleansers was a triumph with Pakistani buyers and the
Company has not thought back. Our item portfolio developed consistently. We purchased
Zulfeqar Industries Ltd. (an old manufacturing plant joined in 1960 as a private constrained
organization for delivering and promoting clothing and latrine cleansers) to extend our ability
and received the name (Zulfeqar Industries Ltd.) in November 1980.
In November 1986, the organization was changed over from a private restricted organization
to an open constrained organization and was in this way recorded in Karachi and Lahore
Stock Exchanges.
With our Head Office in Karachi, our system of deals and appropriation has extended to all
pieces of the nation, empowering Pakistanis to make the most of our top-notch items and
advantage from our aptitude in skin and texture wash.
Our excursion started when an incredible visionary, Syed Maratib Ali, established the
framework of our organization utilizing the fortune he earned in land and agrarian segments.
The business officially began when the ZIL's Chairman Syed Wajid Ali purchased Sind Oil
Mills arranged in Hyderabad, Sindh.
From venturing into the matter of magnificence and prosperity to get one of the main
organizations in the business, our excursion of more than 5 decades has helped us streamline
and improve our procedures, activities and items to address the issues of our clients

Question # 2: Write down the Vision, Mission, and core values of your
assigned organization.

Our Mission
Enrich everyday lives of individuals, families and communities by providing products which
offer quality, convenience & affordability.
Our Vision
To be admired as a leading & innovative consumer goods company offering delightful propositions
that rivals any other major company.

Our Core Values

our core values are:
 Sustainability:
We consider offsetting long haul objectives with transient need
 Customer centric
Understanding and fulfilling client needs, needs and desires
 Innovation
We increase the value of pleasure our clients
  Learning
Exceptional quality through ceaseless improvement
 Empowerment
Develop our kin to be self-governing, mindful and locked in

Question # 03: Give the details of product and services of your assigned
organization.
Our Brands:
A main cleanser maker with famous brands in the business.

 Capri Soap
Capri was presented for each one of those clients who wish to have a brilliant and
sparkling skin. Since the time its presentation, Capri has been winning clients and
helping them embellish themselves. Capri's variations permit clients to improve their
excellence by feeding their skin normally.
 Capri Handwash
Capri hand wash items arrive in an assortment of hues speaking to various regular
fixings. The range offers clients fragrant and smooth delicate skin. Capri's fluid hand
wash items were made by melding charming aromas and common skin-relaxing
fixings to assist you with keeping up smooth delicate, smooth and fragrant hands.
 Lily Soap
Lily Beauty cleanser has been acquainted for purchasers who need with experience
delicate skin and an enduring impression of newness from imported scents of
intriguing blossoms.
 Opal Soap
To each one of those looking for a practical method to saturate their skins and dispose
of microscopic organisms, Opal is an extraordinary decision. With its magnificence
variation, Opal serves the low value advertise portion and offers quality in moderate
costs.
 King Swan
This is the perfect clothing cleanser that keeps the splendor of your garments flawless
considerably after numerous washes. Lord Swan has been developing at a consistent
pace, winning clients, and making clothing basic and simple. With the presentation of
King Swan, we have effectively differentiated our contributions as well as used our
long stretches of involvement with individual wash to make a dependable texture care
brand.

Question # 4: Give the details of the competitors and customers of your

organization.
Competitors:
These following are the top three competitors of ZIL:
  S K Motors Fzd is one of Zulfiqar's top rivals. S K Motors Fzd was established in
invalid in. S K Motors Fzd works in the Automobile Parts industry. S K Motors Fzd
creates $ less income than Zulfiqar.
 YRT Japan is a top contender of Zulfiqar. Yrt Japan was established in invalid, and is
headquartered in Isesaki, Gunma Prefecture. YRT Japan is in the Automobile
Manufacturers industry. Yrt Japan creates $1.9M less income versus Zulfiqar.
 JPN Auto Trade is viewed as one of Zulfiqar's top rivals. JPN Auto Trade is
headquartered in, and was established in invalid. JPN Auto Trade is in the
Automobile Manufacturers field. Jpn Auto Trade produces 105% the income of
Zulfiqar.

Targeted Customers
The essential objective market for Capri cleanser is youthful having a place with financial
class An and B. In addition, the new Capri is focused for customers having an outlook
towards current convictions who welcome the estimations of excellence and individual
consideration

Question # 05: Do the SWOT analysis

Assessing the qualities and shortcomings of ZIL Limited will help recognize the capabilities
which can be promoted upon over the long haul; additionally, the insufficiencies in the firm
could then be diminished by taking fitting activities. The SWOT Analysis for the firm is
given underneath:

Strengths
The quality of Capri lies in the brand picture – the fame that the cleanser has in the excellence
cleanser classification among all the financial classes. The different variations of the cleanser
empower Capri to make a decent nearness in all the classifications of individual consideration
go items. Capri has a high mass intrigue when contrasted with different cleansers.
Organization has a solid brand portfolio concentrating on both premium just as incentive for
cash extend class which encourages ZIL Limited to keep up a solid situation in the market.

Weakness
Capri cleanser has a picture of being cleanser particularly for the advanced ladies –
beforehand it had a picture of being a family cleanser after the repositioning its center has
altogether changed from being a family brand to a cutting edge brand and because of this it is
swearing off a huge piece of the objective market i.e.; the male gathering. Firm has presently
less concentration towards the special techniques which is hindering to the deals of Capri – a
need to return to those limited time procedures is required. Capri much after such prevalence
has a picture of being a brand of auxiliary decision as opposed to essential – there is a need to
take a shot at the allure of the brand.

Opportunities
Cleanser industry is at present in developing stage – considering the brand expansions of
Capri, for example, face wash and hand wash and so forth so the market as of now has a
potential for such sort of close to home items. Change in way of life of the individuals
likewise assumes a constructive job in the achievement of the business – customers are in
effect more proficient than any other time in recent memory and consequently they are happy
to attempt new items identifying with individual consideration extend. Expanding populace is
additionally positive sign for the organization as they will have bigger measure of target
advertise than at any other time.

Threats
Thinking about the dangers for the firm, so initially close to home consideration industry has
elevated level of risk of new participants and expanding level of new firms in the market are
making a risk for the firm if there should arise an occurrence of piece of the overall industry.
Enormous number of MNC's are as of now driving the market though the nearby
organizations are following the procedures of those outside organizations trying to get brand
faithfulness like those. ZIL Limited as of now is working just in the individual consideration
go which can be a risk for the organization as though the objective market changes its
inclinations or if the individual experiences any declining stages. Broad requirement for R&D
and mechanical change is required all together keep up a solid situation in the market.

Question# 06: Do a tentative analysis of your organization on BCG Matrix

BCG matrix
is a corporate arranging apparatus, which is utilized to depict company's image portfolio or
SBUs on a quadrant along relative piece of the overall industry pivot (even hub) and speed of
market development (vertical hub)

Stars
Stars work in high development enterprises and keep up high piece of the pie. Stars are both
money generators and money clients. They are the essential units where the organization
ought to put away its cash, since stars are required to become money cows and create positive
incomes. In case of the Zulfeqar Industries Limited Capri Soap is Star for them because it is
generating the profit for the organization.

Cash Cows
Cash Cows are the most gainful brands and ought to be "drained" to give however much
money as could reasonably be expected. The money picked up from "cows" ought to be put
into stars to help their further development. As per development share grid, corporates ought
not to put into money cows to prompt development yet just to help them so they can keep up
their present piece of the pie. Once more, this isn't generally reality. Palmy Soap a significant
item for the organization is mainstream among the objective market who needs magnificence
care inside the reasonable excellence cleanser classification . Palmy cleanser was re-propelled
in 2001 to revive the brand and to reinforce its situation in the market by upgrading the
attributes of the item.
Question Mark
Sketchy open doors are those in high development rate advertises however in which the
organization doesn't keep up a huge piece of the overall industry. Question marks are in the
upper right bit of the framework. They regularly develop quick however devour a lot of
organization assets. Items in this quadrant ought to be broke down every now and again and
near check whether they merit keeping up. Opal is described based on its inventive bundling
which includes the idea of multi-packs for example four cleansers in a single pack and
consequently it gives those customers a decent arrangement who need best an incentive for
cash . Opal is available in two variations presently in the market which are 'Opal Beauty' for
shining skin and the other one is 'Opal plus’s for reviving skin.

Dogs
Dogs hold low piece of the overall industry contrasted with contenders and work in a
gradually developing business sector. When all is said in done, they are not worth putting
resources into on the grounds that they create low or negative money returns. Be that as it
may, this isn't generally reality. A few pooches might be gainful for extensive stretch of time,
they may give cooperative energies to different brands or SBUs or straightforward go about
as a safeguard to counter contenders moves. King Swan is a critical brand of ZIL Limited
speaking to its Home Care item go. It is a kind of clothing cleanser that keeps up the newness
of garments as well as improves the hues making them more brilliant and brilliant