POM Term Project Group 8 Sufi Detergent

Company and marketing strategy:

Sufi started when their former chairman migrated to Pakistan from Amritsar in 1947 when the era of
Sufi was born with a goal to enrich the daily lives of its consumers. Finally in 1952 “Sufi Soap and
Chemical Industries (Pvt.) was launched. They wanted to offer products with no compromise on its
quality and this can be backed up by their many accolades as in 1968 they imported the world’s best
manufacturing plant and in 2006 when Hadayat Foods was Pakistan’s first company to acquire ISO
22000:2005 food safety management system only 2 years after its official launch none the less.

Mission statement:
“Our aim is to create and promote the broadest collection of healthy products using state of
the art and emerging technology. We strive to deliver performance with purpose by offering
an affordable solution to home and personal care through innovation and excellence. We are
a value-driven business that believes in superior service, consistent performance and
enduring trust.”
As Sufi has clearly Identified their mission is to make healthy products available to
consumers as their company is very consumer oriented and they believe that if they provide
consumer with products of superior quality and value they will be rewarded in terms of sales,
profits and value creation.
 POM Term Project Group 8 Sufi Detergent

Business Portfolio for Sufi

Food and Beverages

Edible Oils Sufi Canola cooking Oil

Sufi Sunflower Cooking Oil
Sufi Soyabean Cooking oil
Sufi Banaspati Oil
Sufi Special Banaspati oil
Sufi Dastarkhwan
SUFI POMACE OIL
SUFI EXTRA VIRGIN OIL
Sufi Margarine
Sufi Biscon Margarine
Sufi Biscon
Processed Foods Badami Kofta
Chicken Rollers Chicken Fries
Chicken Nuggets
Burger Patties
Chicken Poppers
Chicken Tenders
Chicken Wings
Poultry Karahi Cut
Chicken Rollers
Skinless Boneless Thigh
Boneless Handi
Breast Fillet
Premium Qeema
Sufi Water SUFI FINEST DRINKING WATER
Aerated Drinks Sufi Cola
Sufi Laman
Sufi Manta
Red Anaar
Lychee
 POM Term Project Group 8 Sufi Detergent

Home Care

Soap Sufi Vermicelli Soap

Sufi Ujala Detergent Soap
Sufi Brown Soap
Sufi Special Nirol Detergent Soap
Detergent Sufi Super
Sufi Twin
Dishwasher Sufi Safon
Fabric softeners Fabric softeners
Sufi Classic Soap SUFI CLASSIC SOAP
 POM Term Project Group 8 Sufi Detergent

The BCG Matrix

Star Question Mark
Sufi Cooking oil Soap
Processed Foods Detergent
Dishwasher
Fabric Softener
Sufi Classic soap
Market Cash Cow Dog
Growth Poultry Sufi Water
Aerated drinks

Market Share

Dog products: The usual marketing advice here is to aim to remove any dogs
from your product portfolio as they are a drain on resources.
Question mark products: As the name suggests, it’s not known if they will
become a star or drop into the dog quadrant. These products often require
significant investment to push them into the star quadrant. The challenge is
that a lot of investment may be required to get a return.
Star products: Can be the market leader though require ongoing investment
to sustain. They generate more ROI than other product categories.
Cash cow products: The simple rule here is to ‘Milk these products as much
as possible without killing the cow! Often mature, well-established products.
 POM Term Project Group 8 Sufi Detergent

Product Market Expansion Grid

Current Markets New Market

Current Markets
Market Penetration Market Development

Product Development Diversification

New Markets

Market Penetration: This strategy is decided upon when the product is already a current one
in an existing market, Hence the customers are likely aware of the Brand its product and have
information about the market for that product.

Market Development: This is when an already existing product in introduced in a new market
in order for the company to increase its territorial reach.

Product Development: This is when a newly developed product is introduced into an already
existing market. This could be due to the lack of activity in the company’s existing market or
identification if a new market segment that the company wishes to capture.

Diversification: When a company enters a new market with a new product.

Sufi’s detergents were Launched in 2017 as they went for the Product Development approach
launching a new product into an already existing market. However they targeted the lower
segments of SEC C and D as the upper SEC,s were highly segregated due to high levels of
competition coming from Ariel, Brite, Bonus and Surf Excel.