UNIVERSITY OF CENTRAL PUNJAB

Final Project

Submission to:Sidra Nasreem

Section:N Program:BBA Submission Date:January3,2022

Registration No:L1F21BBAM0629
Members:Moaaz Bin Waqas
Shahzaman L1F21BBAM0631

Mirza Muzamil L1F21BBAM0632

Zoraiz Sheikh L1F21BBAM0618
HuzaifaShah L1F21BBAM0590
 INTRODUCTION:
The Green Maple Leaf has been the identity of the company since 1960. The Leaf has
traveled from Canada and takes its green color from Pakistan. It symbolizes integrity,
strength and dedication towards building a better future. The Maple Leaf Cement industry
was founded in 1956 in Pakistan, Lahore and has more than 4000+ employees. It is the
third largest Pakistani cement manufacturer. Maple Leaf Cement is dedicated to be an
ethical and a responsible member of the business communities with a vision to become the
most profitable company in Pakistan in terms of industry standards.

VISION:
Our Vision is to be an innovative provider of heavy construction services through quality
of product, efficient work, committed employees, and outstanding work ethic.

MISSION:
The Maple Leaf Cement Factory Limited stated mission is to achieve and then remain as
the most progressive and profitable company in Pakistan in terms of industry standards and
Stakeholder’s interests.

TYPES OF CSR ACTIVITIES:

 Environmental

 Economic

 Social

ENVIRONMENTAL
 Waste heat recovery plant
 Use environment friendly fuel
 Support for flood effected people

ECONOMIC
 Cardiac complex donated to Gulab Devi hospital
 Auditorium at LUMS funded by maple leaf
 Construction of auditorium at institute of charted accountants of Pakistan (ICAP)
 On ology center at agha khan hospital
 Saigol (CEO) house at Atchison college
  Establishment of Chand Bagh school and donated boarding facility
 Lahore art gallery (OWNED BY MAPLE LEAF) is first nonprofit organization to
promote artist

SOCIAL
 Maple leaf promotes no racism and discrimination among its employees and
costumers

CSR BENEFITS TO THE SOCIETY:

CSR activities are beneficial to the society in following ways:
1. Plantation can help the environment and lessen the pollution.
2. Donation to hospitals can help them in buying new technology and helping patients
3. Education systems prosper and give proper knowledge
4. It builds public interest and enhances positive relationship
5. To attract and retain quality employees

Target Market

Definition:
A target market is a group of customers within a business’s
serviceable available market at which a business aims its marketing efforts or
resources.

Market Segmentation
Definition:
Market segmentation is the practice of dividing your forget market into
approachable groups.
Groups of maple leaf:
 Saigol group
 Maple leaf food
 Maple leaf cement factory
 Kohinoor Mills
Saigol group:
Siagol group is the textile company which is the part of Kohinoor
Mills which was established in 1982.
Maple leaf food:
Maple leaf food is the result of 1991 merger between Canada packers and
maple leaf mills. It is Canadian consumers packaged meats company. It head
office is in Canada.
Maple leaf cement factory:
Maple leaf cement is the Pakistani buildings materials company which is
owned by united Venture holdings.
Kohinoor Mills:
Kohinoor mills is also a textile company which specialized in weaking, dying
or fishing and energy
(c)MARKETING MIX:
Marketing Strategy of Maple leaf Cement analyses the brand with the
marketing mix framework which covers the 4Ps (Product, Price, Place,
Promotion).

Let us start the Maple leaf Cement Marketing Strategy & Mix to understand
its product, pricing, promotion & distribution strategies:

Product:
 Used for prestige construction projects and decorative works.
 Due to its whiteness, it finds its application in architectural beauty,
interior and exterior decorations, flooring, ornamental concrete
products such as idols while grey cement is mostly used for
construction purposes.
  Used inroads due to the property of high effectiveness to add visibility
to highway medians.
 White cement is also used in a high amount for manufacturing precast
members

Price:
The demand for particular cement type has influenced the pricing decision
across region. Price are lower in place where there is a supply surplus mostly
in southern part of Pakistan. Comparatively prices are higher in Eastern and
western part of Pakistan. Credit facility is given to Maple Leaf’s cement
customer that if the customer purchase directly from the manufacturing unit,
then allowance is provided.

Place:
Maple Leaf Cement is the third largest cement factory in Pakistan. It was set
up in 1956 as a joint collaboration between the West Pakistan Industrial
Development Corporation and the government of Canada. It is strategically
located at Daudkhel (District Mianwali) in Northern Pakistan, which is an
area rich in raw materials required for the production of cement.

Promotion:
Maple leaf came with the tagline “The Engineers Choice” depicting the
premium quality and suggesting that qualified engineers approve the brand
Maple leaf Cement focuses on aggressive promotion strategy in its marketing
mix. It depicts strong bond between the customers and the brand that has
significant relationship developed over the years Super brand council honored
it with SUPERBRAND Hence, this covers the entire Maple leaf Cement
marketing mix.
 (D)CONSUMER BEHAVIOUR:

Formal employee:

The company is working in a prescribed manners and provide a very professional working
environment to the staff and develop staff's skills, training and development etc.

Worker’s review:

The review of most of the construction workers is that the cement is costly but the quality

of the product is best. It has a good and firm hold after it has become barren.

(E)PRODUCT LIFE CYCLE:

Definition:
The term product life cycle refers to the length of time a product is introduced to
consumers into the market until it's removed from the shelves.

Types:
 Introduction
 Growth
 Decline
 Maturity

Introduction

 Wall Coat

Growth
 Grey Cement
Decline:

 Maple leaf food

Maturity:

 White Cement

(F)PRICING STRATEGY:

Definition:

A pricing strategy is a model or method used to establish the best price for a product or
service.

1st product (white cement):

The first product is the white cement. The manufacturing price of every 50 kg bag of white
cement is RS-1395 and maple leaf is selling the product for Rs 1400. The product is neither
making profit nor is causing loss. This product resembles the cost back products in which
there is no profit and loss but the product sells for its manufacturing cost.

2nd product (grey cement):

The second product is grey cement. The manufacturing price of every 50 kg bag of grey
cement is Rs-615 and its selling price is Rs-745. The profit they are earning on every 50 kg
bag is 130pkr which is quite costly but the consumers are satisfied with the quality of the
product. This product resembles the Penetration products in which the cost of the product is
high but it makes huge profit.

(G)DISTRIBUTION STRATGEY:
Following is the distribution strategy in the Maple leaf Cement marketing mix:
Maple leaf Cement has got an excellent geographical reach. In case of exporting, the
cement is concerned, it reaches the nearest port via road or railways and is further linked to
the importing country.
As domestic supplies are concerned, Maple leaf Cement is transported to
dealers/distributors from agents or warehouses and later given to sub dealers, which in turn
reaches to end users.
The three-level distribution channel Maple leaf Cement occurs as Manufacturing -> Agent
-> Wholesaler -> Retailer and finally end user.

(H)PROMOTION AND SALES:

A sales promotion strategy, also referred to as a discounting strategy, is a marketing

approach to motivating customers to take a specific, pre-determined action through sales
discounts, incentives, or offers.
The companies used to advertise their product to get the consumer attention and to
motivate their consumer against their competitor’s product.
The promotion and sales strategies of MLCF:
1. Broad casting or television
2. newspaper
3. billboard
4. online discount and offers
 (I) SWOT ANALYSIS
Strength Weakness
 Heightened scale of revenue.  Small marketing network.
 Tremendous trait of product.  Constant rise in the cost of manufacturing.
 Immense scale of payments.  Rise in the freight expenses.
 Large contributor of trade.
 Highest merchandise turnover and sales.
 Hugh networking with dealers.
 Great progress of jobholders.

Opportunities Threats
 Tremendous expansion of infrastructure  Legal fluctuations in laws and regulations
market in Pakistan. of the country.

 Positive growth of business in house  Variations in the instances of the cement.

building due to rise in growth rate.
 Rise in price competitors.
 Rise in cost to lower it rise of
 Irregularity of political side.
productivity level.
 Increase in internal manufacturing cost.