SNGPL

Government College University Faisalabad
A case study on
SUI NORTHERN GAS PIPELINE LIMITED

(SNGPL)
BACHELOR
IN
BUSINESS ADMINISTRATION
Final Year Project

By
Muhammad Waqas Bhatti 2019-GCUF-082239
Project Advisor
Professor Ayesha Farooqui
Department of Management Science
THE ORBIT INSTITUTE

Affiliated With

2023
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ACKNOWLEDGEMENT
I want to start by expressing my profound gratitude and acknowledging Allah, the

All-Powerful, the Most Merciful, the
Most Generous, for His immeasurable blessings. Thanks to His supernatural
guidance, wisdom, and grace, I was able to successfully complete my Final Year
Project. I shall forever be indebted to Him for His unwavering assistance and favor,
which have been crucial to each and every step of this journey.
I also want to convey my deep thanks to my teacher, Miss Ayesha Farooqi, for her
outstanding guidance, insight, and ongoing support. Her persistence, dedication, and
wise counsel had a significant impact on how effectively my project ended. I truly
value her teaching and the precious knowledge I have gained under her direction.
I also want to thank my sincere gratitude to my parents for their unwavering
encouragement, unwavering belief in me, and prayers. Through the course of this
undertaking, their unwavering encouragement and support gave me strength.
Last but not least, whether they participated in my project or not, I want to thank
everyone for their encouragement and support. Their suggestions, criticism, and
encouragement have been invaluable.
I want to wrap up by expressing that I attribute the success of my final year project
first and foremost to Allah Ta'aala, then to Miss Ayesha's unwavering support and
guidance, and lastly to my parent's prayers and love. They have all had a significant
influence on my success, and I will always be grateful for that.
Muhammad Waqas Bhatti
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EXECUTIVE SUMMARY
An overview of a Final Year Project (FYP) on Sui Northern Gas Pipelines Limited
(SNGPL), a well-known gas utility firm in Pakistan, is given in this executive brief.
The project's objective was to examine SNGPL's operational effectiveness and
customer satisfaction levels and make recommendations for future changes.
The FYP used a thorough research technique that included data gathering,
questionnaires, interviews, and literature analysis. Surveys of SNGPL customers and
workers were used to gather primary data, giving important insights into their
perspectives and experiences. For the comparison study, secondary data including
financial reports, operational records, and industry benchmarks were used.
The results identified a number of crucial areas where SNGPL might improve its
operational effectiveness. The investigation first discovered distribution network
constraints that led to gas leaks and delays in service restoration. To lessen these
problems, recommendations were made to invest in modernizing the distribution
infrastructure, including cutting-edge leak detection systems, and putting in place
effective maintenance practices.
The survey also emphasized the value of strong customer involvement and
communication. It was noted that the customer service division of SNGPL frequently
encountered delays while responding to consumer concerns and lacked suitable
response methods. The study suggested creating a specialized customer care center
with up-to-date equipment and knowledgeable staff to rapidly answer complaints and
raise customer satisfaction levels.
The FYP also emphasized how important environmental sustainability is. SNGPL is
obligated to lessen its carbon impact and support national initiatives to address
climate change. In keeping with the worldwide movement towards cleaner and more
sustainable energy solutions, recommendations were made to investigate renewable
energy sources, promote energy-efficient equipment, and engage in green program.
The FYP further highlighted the need for SNGPL to embrace digital transformation as
the company continued to rely on error-prone manual processes for billing, metre
reading, and service requests. The research suggested using an automated system to
handle these tasks as it would enable real-time data monitoring, accurate billing, and
preventative maintenance.
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Table of Contents
Acknowledgement 1
Executive Summary 2
Chapter 1
Introduction 7
Environment of Project 8
Problem Statement 10
Objectives 11
Synopsis 12
Chapter 2
Profile 14
History 16
Vision and Mission 19
Core values 20
Organogram 22
Departments 24
Culture 26
Awards and recognitions 29
SNGPL Corporate Social Responsibilities (CSR) Initiative 30
International Presence 32
Synopsis 33
Chapter 3
SNGPL Marketing Data 36
Organogram of marketing department 38
Product and Services 41
Customer Acquisition Methods 45
Standard Protocols (SOPs) of marketing team 47
Conclusion 49
Chapter 4
Executive Plan 52
Chapter WRAP 55
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Chapter 5
Appraisal of SNGPL 57
Marketing Assessment 59
SWOT analysis (Internal Environment assessment) 61
Undertake an In-depth SWOT analysis for SNGPL 62
PESTEL analysis (External Environment assessment) 65
Conduct PESTEL analysis 66
STP analysis 70
Steps of Conducting STP analysis of SNGPL 71
Marketing Mix Tools (7Ps) 75
SNGPL Marketing Blend (7Ps) Approaches 78
BCG Matrix 80
Conduct BCG Marketing of SNGPL 82
Closing Thoughts 85
Chapter 6
Elaborate Review 87
Chapter 7
Final Observations and Practical Advice 91
Chapter 8
Resource List 94
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CHAPTER 1
INTRODUCTION
Sui Northern Gas Pipelines Limited (SNGPL) is a prominent natural gas utility
company in Pakistan. Formed in 1963, it resulted from the amalgamation of three gas
companies: Sui Gas Transmission Company Limited, Northern Gas Company
Limited, and Sui Southern Gas Company Limited. SNGPL operates in the northern
region of Pakistan, encompassing Punjab, Khyber Pakhtunkhwa, Azad Jammu and
Kashmir, and parts of Islamabad.
The primary objective of SNGPL is to provide safe, reliable, and efficient natural gas
services to its customers. It aims to be customer-centric, focusing on meeting energy
needs while ensuring sustainable growth and profitability. The company has an
extensive transmission and distribution network spanning over 120,000 kilometers,
serving millions of residential, commercial, and industrial consumers.
SNGPL's transmission system comprises high-pressure pipelines, compressor stations,

and metering stations. It plays a crucial role in transporting natural gas from supply
sources, including gas fields, processing plants, and import terminals, to distribution
networks. The distribution network consists of low-pressure pipelines, distribution
stations, and meters at consumer premises, ensuring the availability of gas to end
consumers.
The company emphasizes excellent customer service, offering facilities such as new
gas connections, meter installations, billing services, and complaint resolution.
Customers can access support through a helpline and online portals for inquiries,
complaints, and other service-related matters.
SNGPL focuses on expanding and upgrading its infrastructure to meet the growing
demand for natural gas. It invests in pipeline construction, capacity enhancement, and
system optimization projects to ensure a reliable supply. These initiatives aim to
facilitate economic growth and improve the quality of life in the region.
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As part of its corporate social responsibility, SNGPL engages in activities that

promote education, health, and community development. It funds projects supporting
welfare in the areas it operates, while also emphasizing environmental sustainability
and supporting social causes.
Being a regulated utility, SNGPL operates under the oversight of regulatory bodies
such as the Oil and Gas Regulatory Authority (OGRA) in Pakistan. The company
adheres to industry standards, safety regulations, and quality assurance protocols to
ensure the efficient and secure distribution of natural gas.
In summary, SNGPL is a leading natural gas utility company in Pakistan, responsible

for the transmission and distribution of natural gas in the northern region. It aims to
provide safe, reliable, and efficient services to its customers, expand its infrastructure,
and contribute to the welfare and development of the communities it serves.
1.1 ENVIRONMENT OF THE PROJECT
The goal of the project based on the marketing analysis of SNGPL is to undertake a
thorough evaluation of the marketing plans, effectiveness, and customer satisfaction
of Sui Northern Gas Pipelines Limited. It seeks to learn more about SNGPL's
marketing strategies and spot areas for development.
The background of this project can be outlined as follows:
1. Purpose:
This project's goal is to assess SNGPL's marketing strategies and how well they
work to meet organizational objectives. Its objectives are to evaluate the company's
marketing plans, spot any weaknesses or difficulties, and make suggestions for
improving marketing initiatives.
2. Scope:
The scope of the project includes many facets of SNGPL's marketing initiatives.
Analysis of the firm's branding, advertising, client segmentation, price plans,
distribution methods, and customer relationship management are all part of this
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process. The research may also examine the use of online channels for consumer
involvement and the state of digital marketing.
3. Objectives:
The project's precise goals may include: - Evaluating SNGPL's present marketing
approaches and plans.
Analyzing the branding and market positioning of the firm.
Examining techniques for client segmentation and targeting.
Analyzing the success of promotional and advertising efforts.
Evaluating price methods and the effect they have on attracting and keeping
customers.
Examining the channels of distribution and finding possible opportunities for

development.
Analyzing customer satisfaction scores and customer relationship management

procedures.
Examining how digital marketing channels are used and how customers interact
online.
4. Methodology:
A mix of quantitative and qualitative research techniques may be used in the project.
To do this, you may examine marketing data and performance indicators, carry out
focus groups or consumer surveys, look at industry benchmarks, and analyse
competitors. The technique will be determined by the data and resources that are
available.
5. Deliverables:
For SNGPL, the project is anticipated to produce a thorough marketing analysis

report. A summary of the present marketing strategy, analytical findings, a list of the
report's strengths and flaws, and practical suggestions for boosting marketing
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effectiveness should all be included. Benchmarking information and industry best

practices may also be included in the report.
6. Impact:
SNGPL will be able to make informed judgments and changes to its marketing tactics
according to the project's results and recommendations. The initiative seeks to
improve consumer engagement, brand recognition, customer happiness, and overall
business growth by identifying areas for improvement.
Overall, the project based on the marketing analysis of SNGPL seeks to offer
insightful analysis and suggestions to enhance consumer interaction, increase
SNGPL's market position, and optimize marketing activities.
1.2 PROBLEM STATEMENT
Sui Northern Gas Pipelines Limited (SNGPL) must address and overcome a number
of difficulties in order to successfully market its products. The following is a succinct
summary of the marketing dilemma at SNGPL:
1. Inadequate Brand Awareness and Differentiation:
SNGPL struggles with low brand recognition and an unclear market positioning.
The company's brand image could not be well defined, which would hinder customer
awareness and distinctiveness. This makes it difficult to retain a competitive
advantage and draw in new clients.
2. Ineffective Targeting and Customer Segmentation:
In order to properly identify and target particular client categories, SNGPL may run
into difficulties. Lack of thorough customer segmentation methods can result in
inefficient resource allocation, poor marketing efforts, and missed chances to
customize messages and services to various consumer groups.
3. Suboptimal Advertising and Promotional Activities:
The advertising and promotion efforts of SNGPL might not be as effective as they
could be. Making engaging messaging, choosing the right media outlets, and
assessing the success of campaigns may all present difficulties. This makes it more
difficult for the business to engage customers and successfully express its value offer.
4. Pricing Strategy and Perception:
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The pricing plan of SNGPL could not be in line with what customers want or how
the market is moving. Setting pricing that are both competitive and profitable may
present difficulties. Customers may also think the petrol price system is complicated
or unjust, which has an impact on their pleasure and willingness to interact with the
business.
5. Limited Digital Marketing Presence:
SNGPL could use less online consumer engagement platforms and digital marketing
channels than other companies. This may make it more difficult for the business to
connect with and communicate with tech-savvy clients that choose online
interactions. Missed chances to attract customers and develop relationships may arise
from a lack of a strong online presence.
6. Customer Relationship Management:
Maximizing customer satisfaction and maintaining customer connections
successfully might provide difficulties for SNGPL. Reduced client loyalty and
unfavorable word-of-mouth can be caused by ineffective customer service procedures,
difficulties handling complaints from customers, and a lack of customization in
communications.
To improve brand awareness, draw in new clients, and keep existing ones, SNGPL
must address three marketing difficulties. By concentrating on these issues, SNGPL
may boost consumer interaction, bolster marketing initiatives, and eventually
accomplish its corporate goals.
1.3 OBJECTIVES OF PROJECT
The aims of my research on SNGPL in marketing are as follows:
To carry out a market analysis of Sui Northern Gas Pipeline Limited’s objectives and
core principles. This might comprise developing novel marketing plans, creating
novel promotional items, or implementing novel marketing plans.
1) To determine SNGPL’s internal and external environments.

2) To pinpoint target markets, market categories, and product positioning for
SNGPL.
3) To determine the SNGPL marketing mix tools.
4) To evaluate commercial goods.
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5) To list the five competitive factors that makes up SNGPL.
CHAPTER-1 SYNOPSIS
An introduction to the project on SNGPL marketing analysis is given in Chapter 1.

The introduction to the chapter discusses the project’s history, stressing Sui Northern
Gas Pipelines Limited (SNGPL) as a top provider of natural gas in Pakistan and the
necessity of a thorough marketing research. It makes reference to elements including
escalating competition, shifting consumer preferences, and altering market dynamics
that call for a review of SNGPL’s marketing plans.
The problem statement section lists the main marketing difficulties SNGPL has to
deal with, such as poor brand recognition and differentiation, ineffective customer
segmentation and targeting, ineffective advertising and promotional efforts, issues
with pricing strategy, a scant digital presence, and problems with customer
relationship management. The project’s emphasis and research goals are based on
these difficulties.
To direct the research, the project’s goals are established. They consist of assessing
SNGPL’s marketing strategies, branding and positioning, customer segmentation and
targeting, pricing strategies, exploring opportunities for digital marketing, evaluating
customer relationship management, and suggesting recommendations to increase
marketing effectiveness.
In conclusion, Chapter 1 gives a general overview of the project by providing the
context, outlining the issue, and defining the goals. The backdrop, difficulties, and
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objectives that will be addressed throughout the study on SNGPL’s marketing

analysis are made evident.
Chapter
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CHAPTER 2
PROFILE
● Name: Sui Northern Gas Pipelines Limited (SNGPL)

● Headquarters: Lahore, Pakistan
● Founded: 1963
● Type: Public limited company
● Industry: Natural gas transmission and distribution
● Parent company: Government of Pakistan
● Website: https://www.sngpl.com.pk/
In Punjab, Khyber Pakhtunkhwa, and Azad Jammu & Kashmir, SNGPL

provides gas service to more than 7.22 million customers, making it the largest
integrated gas utility in Pakistan. The company’s yearly gas transmission
capacity is more than 10 billion cubic metres, and it has a network of more
than 10,000 km of pipelines and 100 compressor stations.
Under the Companies Act of 1913, SNGPL was formed in 1963. The
company’s primary task was to import, ship, and distribute natural gas to the
Punjab region from Sui, Balochistan. The province of Khyber Pakhtunkhwa
was added to the company’s portfolio in 1973. SNGPL underwent rivatization
in 1996 and is currently traded on the Pakistan Stock Exchange.
The company’s goal is to be the top integrated natural gas supplier in the area,
aiming to increase stakeholder value and improve customer satisfaction by
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offering a reliable and environmentally responsible energy supply.
SNGPL is dedicated to provide its clients natural gas that is both dependable
and reasonably priced. The business places a high priority on maintaining
safety and the environment, and it is always investing in new technology to
enhance its operations. SNGPL also supports a variety of social development
activities in the communities it serves as a good corporate citizen.
Here are some of the key achievements of SNGPL:
The company has successfully expanded its network to cover more than 7.22
million consumers in Punjab, Khyber Pakhtunkhwa, and Azad Jammu &
Kashmir.
SNGPL has increased its annual gas transmission capacity to over 10 billion
cubic meters.
The company has invested in new technologies to improve its operations,
including the installation of a Supervisory Control and Data Acquisition
(SCADA) system.
SNGPL has a strong focus on safety and environmental protection, and it has
been awarded several international awards for its environmental initiatives.
The company is a responsible corporate citizen, and it supports a number of
social development initiatives in the communities it serves.
SNGPL is a significant economic force in Pakistan. Over 5,000 people are

employed by the corporation, and its operations bring in billions of rupees in
tax income for the government. The industrial and commercial sectors of
Pakistan rely heavily on SNGPL as a source of energy.
SNGPL is a successfully managed and financially stable business. The

business has a solid track record of profitability, and its financial sheet is in
good shape. SNGPL is dedicated to strong corporate governance as well, and
it has several rules and processes in place to guarantee the preservation of the
interests of its stakeholders.
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SNGPL is an important resource for Pakistan. The corporation is a significant

economic contributor and offers dependable, inexpensive natural gas to
millions of customers. SNGPL also supports a variety of social development
activities in the communities it serves as a good corporate citizen.
2.1 HISTORY
Here is a brief history of SNGPL:
Sui Northern Gas Pipelines Limited (SNGPL) was incorporated as a private
limited company in 1963.
It was converted into a public limited company in January 1964 under the
Companies Act 1913, now The Companies Act 2017, and is listed on the Pakistan
Stock Exchange (PSX).
The company's initial mandate was to transport natural gas from the Sui gas fields
in Balochistan to the cities of Lahore, Rawalpindi, and Multan.
Over the years, SNGPL has expanded its network to cover most of Punjab,
Khyber Pakhtunkhwa, and Azad Jammu & Kashmir.
The company currently supplies natural gas to over 7.2 million consumers in these
areas.
SNGPL is a major contributor to the Pakistani economy, and its gas supplies help
to power homes, businesses, and industries across the country.
The company is committed to providing reliable and affordable natural gas to its
customers, and it is constantly investing in new infrastructure to expand its
network and meet the growing demand for gas.
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Some of the key milestones in SNGPL's history:
1963: SNGPL is incorporated as a private limited company.

1964: SNGPL is converted into a public limited company and listed on the
Pakistan Stock Exchange.
1965: First gas is delivered to Lahore from Sui gas fields.
1970: Gas is delivered to Rawalpindi and Multan.
1982: SNGPL's network expands to cover most of Punjab.
1998: SNGPL's network expands to cover Khyber Pakhtunkhwa.
2005: SNGPL's network expands to cover Azad Jammu & Kashmir.
2018: SNGPL completes the largest ever pipeline infrastructure development
project in the history of Pakistani gas market.
SNGPL is a major player in the Pakistani energy sector, and it is committed to
providing reliable and affordable natural gas to its customers. The company is
constantly investing in new infrastructure to expand its network and meet the
growing demand for gas.
The company's initial mandate was to transport natural gas from the Sui gas fields
in Balochistan to the cities of Lahore, Rawalpindi, and Multan. The first gas was
delivered to Lahore in 1965 and to Rawalpindi and Multan in 1970.
In the early years, SNGPL's network was relatively small, but it grew rapidly in
the 1980s and 1990s. By 1982, the company's network covered most of Punjab,
and by 1998, it had expanded to cover Khyber Pakhtunkhwa.
In 2005, SNGPL's network expanded to cover Azad Jammu & Kashmir. The
company also began to import liquefied natural gas (LNG) in 2005, which helped
to meet the growing demand for gas in Pakistan.
In 2018, SNGPL completed the largest ever pipeline infrastructure development
project in the history of Pakistani gas market. The project involved the
construction of approximately 1100 kilometers of pipelines and the installation of
35,000 horsepower compression. This project has helped to increase SNGPL's
capacity to transport gas and meet the growing demand for gas in Pakistan.
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SNGPL is a major player in the Pakistani energy sector, and it is committed to

providing reliable and affordable natural gas to its customers. The company is
constantly investing in new infrastructure to expand its network and meet the
growing demand for gas.
Challenges that SNGPL has faced in its history:
The company has faced challenges in securing gas supplies from the Sui gas
fields.
The company has also faced challenges in expanding its network due to security
concerns in some parts of Pakistan.
In recent years, the company has also faced challenges due to the rising cost of
gas.
Despite these challenges, SNGPL has continued to grow and expand its network.
The company is committed to providing reliable and affordable natural gas to its
customers, and it is confident that it will continue to play a major role in the
Pakistani energy sector.
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2.2 VISION AND MISSION STATEMENTS
VISION:
"To be a leading and socially responsible natural gas company, providing reliable,
safe, and affordable energy solutions, while fostering sustainable development and
enhancing the quality of life for our customers, employees, and communities."
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MISSION
"Our mission is to efficiently and effectively deliver natural gas to our customers,
ensuring their energy needs are met with reliability, safety, and affordability. We
strive to optimize our operations, foster innovation, and build strong partnerships to
contribute to the economic growth, environmental sustainability, and social well-
being of the communities we serve."
2.3 CORE VALUES
Core values of SNGPL are as follows:

Commitment: SNGPL is dedicated to ealize and upholding its goals for
all stakeholders, including its vision and mission. This indicates that the
business is committed to giving its clients a safe, dependable, and effective
natural gas supply. SNGPL is dedicated to supporting the neighbourhood
economy and conducting business in a responsible manner.
Courtesy: SNGPL is courteous to its partners, clients, and coworkers.
This indicates that everyone is respected, courteously received, and
helpfully assisted by the firm. SNGPL encourages open communication
and welcomes feedback from its customers and stakeholders.
Competence: SNGPL always aims to broaden and improve its business
procedures, abilities, and expertise. This indicates that the business is
committed to giving its clients the finest support available. SNGPL
encourages innovation and creativity among its employees and makes
investments in their education and professional growth.
Responsibility: Both individually and collectively, SNGPL is answerable

for its work and ealize. This demonstrates that the business accepts
accountability for its own activities. SNGPL values input and is committed
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to progress.
Integrity: As a group and as individuals, SNGPL possesses integrity. This

indicates that the business makes ethical and just judgments. SNGPL is
committed to following the strictest moral principles and honest business
practices.
These guiding principles are in line with the vision and goal of SNGPL and
serve as a framework for the work of its workers. SNGPL is dedicated to
offering its customers a safe, dependable, and effective natural gas supply, and
its guiding principles aid the business in achieving this objective.
Here are some instances of how SNGPL puts its fundamental beliefs into
practice throughout its work:
SNGPL is dedicated to provide a safe supply of natural gas. To guarantee
the dependability and security of its pipes, the firm has made significant
investments in its infrastructure. Additionally, SNGPL employs a group of
specialists that keep an eye on the company’s network in order to spot and
address any possible hazards.
SNGPL is dedicated to provide a steady supply of natural gas. The
business has a solid track record of satisfying the natural gas needs of its
clients. In the event of a natural gas supply breakdown, SNGPL has a
backup plan in place.
SNGPL is dedicated to provide a reliable supply of natural gas. The

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business is always seeking for methods to streamline its processes and cut
waste. To increase the effectiveness of its network, SNGPL has also made
investments in cutting-edge technology.
SNGPL is dedicated to acting as a good corporate citizen. In the areas it

serves, the firm supports a variety of social development activities.
SNGPL is dedicated to lowering its carbon footprint and has a robust
environmental strategy.
The company’s basic principles play a big role in what makes SNGPL a
pioneer in the natural gas sector. The personnel of SNGPL are guided by these
principles as they go about their job, and this helps the business ealize its goal
of being the premier integrated natural gas supplier in the area.
2.4 ORGANOGRAM
1. Begin by addressing the Board of Directors. The company's top authority is

in charge of determining the company's strategic direction. The Chairperson
and other Directors on the Board of Directors are chosen for their areas of
competence when they are appointed.
2. Place the Managing Director under the Board of Directors. The Managing
Director, who answers to the Board of Directors, is in charge of the company's
daily operations. Four Deputy Managing Directors answer to the Managing
Director.
3. Put the Sr. General Managers in front of the Deputy Managing Directors.
The Sr. General Managers are in charge of the company's operations,
engineering, distribution, human resources, finance, legal, and planning and
development divisions.
4. List the General Managers below the Senior General Managers. The general
managers are in charge of several business divisions or geographical areas.
5. List the Managers below the General Managers. The Managers are in charge
of several corporate divisions or departments.
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6. List the Employees underneath the Managers. The day-to-day operations of

the business are handled by the Employees.
❖ Board of Directors
❖ Chairperson
❖ Directors
❖ Managing Director
❖ Deputy Managing Director Operations
❖ Deputy Managing Director Administration and HR
❖ Deputy Managing Director Finance
❖ Deputy Managing Director Planning and Development
❖ Sr. General Manager Operations (North)
❖ Sr. General Manager Operations (South)
❖ Sr. General Manager Engineering
❖ Sr. General Manager Distribution
❖ Sr. General Manager HR and Administration
❖ Sr. General Manager Finance
❖ Sr. General Manager Legal and Corporate Affairs
❖ Sr. General Manager Planning and Development
❖ General Manager Operations (North Region)
❖ General Manager Operations (South Region)
❖ General Manager Engineering (Several divisions)
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❖ General Manager Distribution (Several divisions)

❖ General Manager HR
❖ General Manager Finance
❖ General Manager Legal
❖ General Manager Planning and Development
❖ Manager Engineering (Various departments)
❖ Manager Distribution (Various divisions)
❖ Manager HR (Various departments)
❖ Manager Finance (Various departments)
❖ Manager Legal
❖ Manager Planning and Development
❖ Manager IT
❖ Manager Marketing
❖ Employees
Employees:
Various departments and divisions are under different managers, including
operational, technical, administrative, and support staff.
2.5 DEPARTMENTS
Departments at Sui Northern Gas Pipelines Limited (SNGPL) include:

Commercial: The marketing and sales of natural gas are within the purview of this
division.
Technical: The company's pipeline network is engineered and maintained by this
division.
Operational: This division is in charge of carrying out daily tasks and supplying clients
with natural gas.
Finance: This division is in charge of accounting, treasury, and money management.
Human Resources: This division is in charge of hiring, educating, and fostering workers.
Information technology is in charge of creating and managing the organization's IT
infrastructure.
Corporate Affairs is in charge of government relations, legal matters, and corporate
communications.
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Each department collaborates to maintain the seamless running of the business while
carrying out its own set of duties.
Here is a quick synopsis of what each key department does:
Department of Commerce: The Department of Commerce is in charge of marketing and

sales of natural gas. They create and put into practise marketing plans, maintain client
connections, and offer customer service.
Technical department: The pipeline network of the corporation is engineered and

maintained by the Technical department. Pipelines, compressor stations, and other
infrastructure are designed, built, and maintained by them. To increase the effectiveness
and dependability of the pipeline network, they also carry out research and development.
The operational department is in charge of running the business and supplying clients
with natural gas. They keep an eye on the pipeline system, guarantee safe and dependable
gas delivery to clients, and deal with crises.
The accounting, treasury, and financial planning functions are handled by the finance
department. They handle the business's finances and create financial strategies and
financial statements.
Department of human resources: The human resources division is in charge of hiring,

educating, and fostering staff members. They manage employee relations, offer training
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and development opportunities, and recruit and hire skilled personnel.
Department of Information Technology: The department of Information Technology is

in charge of creating and managing the organization's IT infrastructure. In addition to
offering IT services to clients and workers, they develop, install, and maintain IT systems.
Department of Corporate Affairs: The department of Corporate Affairs is in charge of

legal matters, government relations, and corporate communications. They deal with
government relations for the business, communicate with them, and offer legal counsel.
Here are some other departments in SNGPL:
Projects - This department is responsible for planning, designing, and
constructing new pipelines and other infrastructure.
Transmission - This department is responsible for the operation and maintenance
of the company's high-pressure transmission pipelines.
Distribution - This department is responsible for the operation and maintenance
of the company's low-pressure distribution pipelines.
UGF Control - This department is responsible for the operation and maintenance
of the company's underground gasification facilities.
Customer Services - This department is responsible for providing customer
service to the company's customers.
Engineering Services - This department is responsible for providing engineering
services to the company, such as planning, designing, and constructing new
facilities.
Corrosion Control - This department is responsible for preventing and
controlling corrosion of the company's pipelines and other infrastructure.
Central Metering Workshop - This department is responsible for the
maintenance and calibration of the company's gas meters.
SNGPL also has a number of regional offices and sub-regions in addition to these
divisions. These offices are in charge of offering consumers in their specific regions
customer service and technical assistance.
The performance of SNGPL is largely dependent on the departments that make up
this enormous and complicated organisation. Every department has distinct duties,
and they all collaborate to make sure the business can supply its clients with
dependable and effective petrol supplies.
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2.6 CULTURE
Sui Northern Gas Pipelines Limited (SNGPL) has a reputation for establishing a
unique organizational culture that reflects its beliefs, objectives, and employee
experiences. The foundation of the business's success and the inspiration for its
operations are its culture. The SNGPL culture may be summarised as follows:
Diversity and Inclusivity:
In order to foster a diverse and inclusive workplace, SNGPL values workers from a
range of socioeconomic, cultural, and ideological backgrounds. This dedication to
diversity fosters a collaborative environment that fosters creativity and problem-
solving.
Employee Empowerment:
At SNGPL, staff members are given the freedom to own their job and contribute to
the expansion of the firm. It fosters a sense of pride and commitment among its staff
by offering possibilities for skill development, training, and career promotion.
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Safety First:
At SNGPL, safety is our first priority. The organisation places a high priority on the
health of its workers, clients, and the communities it serves. The strict procedures and
controls in place to avoid accidents and guarantee operational excellence are clear
examples of this safety-oriented culture.
Ethical Principles:
SNGPL supports the highest ethical principles in all of its dealings and relationships.
Relationships with partners, stakeholders, and workers are all covered by the
company's commitment to transparency and honesty.
Customer-Centric Approach:
SNGPL puts its clients at the centre of all company does. In order to deliver the finest
service possible, the culture places a strong emphasis on being responsive to client
demands, having excellent communication, and always improving.
Environmental Responsibility:
SNGPL incorporates environmental sustainability into its culture as a responsible
corporate citizen. The business is committed to reducing its environmental impact and
supporting eco-friendly behaviours.
Collaboration & Teamwork:
A crucial component of SNGPL's culture is collaboration. Teams and departments
collaborate well, exchanging information and skills to accomplish shared objectives
and successfully handle problems.
Rewards & Recognition:
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SNGPL honours and rewards workers who put out remarkable effort and
achievement. This reward strengthens a commitment-based culture and motivates
workers to go above and beyond.
Community Engagement:
SNGPL has strong relationships to the areas it works in. The corporate culture of the
organisation fosters strong ties outside of its commercial operations by encouraging
staff involvement in community development projects.
Conclusion:
The culture of SNGPL is an extension of its principles and a key factor in the
company's accomplishments. Employees are enabled to succeed and contribute to the
company's objective in a good work environment that is inclusive, safety-focused, and
customer-centric.
You may give a thorough knowledge of SNGPL's culture and how it affects
interactions, operations, and overall success by expanding on these features.
2.7 AWARDS AND RECOGNITIONS
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For its expertise in operations, safety, and customer service, Sui Northern Gas Pipelines
Limited (SNGPL) has won various honours and accolades. The following are some of the
most noteworthy accolades:
The President's Award for Excellence in Safety (2022): The President of

Pakistan bestows this honour to institutions that have shown exemplary dedication
to safety. SNGPL has won this honour 13 times, more than any other Pakistani
organisation.
The Ministry of Energy bestows the National Energy saving Award (2021) on
groups that have made noteworthy achievements to energy saving. Two times—in
2018 and 2021—SNGPL has been given this honour.
The ISO 9001:2015 Certification (2020) is given to companies that have upheld
the requirements for quality management systems internationally. Since 2008,
SNGPL has held an ISO 9001 certification.
The Energy Globe Award (2019) is given to organisations that have
distinguished themselves in the field of environmental conservation. For its Green
Gas Initiative, which promotes the use of natural gas as a clean and effective fuel,
SNGPL received the Energy Globe Award
The Government of Pakistan presents The Public Service Award (2018) to
organizations that have distinguished themselves in the field of public service. The
Public Service Award was given to SNGPL in recognition of its contribution to
Pakistan's citizens' access to safe and dependable natural gas.
These are only a small sample of the numerous honours and accolades that
SNGPL has earned. These accolades are a tribute to the company's success
since it is dedicated to quality in all facets of its operations.
In addition to these awards, SNGPL has also been recognized by a number of

other organizations, including:
The World Bank,
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The Asian Development Bank,

The United Nations Industrial Development Organisation,
The Pakistan Engineering Council, and
The Pakistan Chamber of Commerce and Industry
Are just a few of the organisations that have recognised SNGPL for its accomplishments.
SNGPL is dedicated to continuing to offer its clients the best support possible.
2.8 SNGPL CORPORATE SOCIAL RESPONSIBILITY

(CSR) INITIATIVES
Sui Northern Gas Pipelines Limited (SNGPL) aspires to do business in a way that
respects all citizens. There are several CSR programmes in place at the
corporation, which are concentrated on the following areas:
Studies: To help students from disadvantaged backgrounds continue their

studies, SNGPL offers financial aid. The business also funds scholarships and
prizes for superior academic achievement.
Health: SNGPL backs a variety of activities in the field of medicine,

including offering free medical camps and contributing supplies to hospitals
and clinics.
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Environmental sustainability is a priority for SNGPL. The business

promotes energy saving and the use of renewable energy sources among other
steps to lessen its environmental effect.
Community development initiatives supported by SNGPL include the

construction of schools and hospitals, the provision of clean water, and the
encouragement of economic growth.
Here are some examples of SNGPL's CSR projects in more detail:
Education: The "SNGPL Scholarships for Engineering Students" programme,

which is sponsored by SNGPL, offers financial aid to engineering students from
disadvantaged families. Additionally, the business has given over a thousand
computers to Pakistani institutions and schools.
Health: In rural regions, SNGPL organises free medical camps where people can
receive free medical consultations and treatment from doctors. Additionally, the
business has given hospitals and clinics throughout Pakistan medical equipment.
Environment: In its offices and facilities, SNGPL has a variety of energy-
efficient lighting systems installed. Additionally, the firm has planted more than
100,000 trees throughout Pakistan.
SNGPL has established a number of schools and clinics in rural locations as
part of community development initiatives. Additionally, the business has given
clean water to underserved populations.
The company's dedication to acting responsibly as a corporate citizen is

significantly reflected in SNGPL's CSR programmes. The business is dedicated to
having a good influence on the neighbourhoods where it conducts business.
A number of other CSR programmes are supported by SNGPL in addition to the

ones already listed, including:
Providing financial assistance to disaster victims

Promoting sports and cultural activities
Empowering women and girls
Upholding human rights
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SNGPL is dedicated to assessing and enhancing its CSR programmes on a

constant basis. The firm considers CSR to be a critical component of its
overall business strategy and to be vital to its long-term success.
2.9 INTERNATIONAL PRESENCE
SNGPL, or Sui Northern Gas Pipelines Limited, is not present abroad.

Northern Pakistan's natural gas transportation and distribution are handled by
a state-owned business in Pakistan. The company only does business in
Pakistan.
The Gas Exporting Countries Forum (GECF), an international organisation of

gas exporting nations, is where SNGPL belongs. The GECF was founded in
2001 to encourage collaboration amongst gas exporting nations and to
guarantee a steady and dependable supply of gas to the global market. The
sole member of Pakistan's GECF is SNGPL.
SNGPL is a part of the World Gas Conference (WGC), an international group that
supports the usage and development of natural gas. Every three years, the WGC hosts
conferences. It was founded in 1931. SNGPL has taken part in a number of WGC
meetings.
These affiliations show SNGPL's dedication to the global gas market and its readiness
to work with other gas firms all over the world. SNGPL, however, has no activities or
direct interests outside of Pakistan.
CHAPTER-2 SYNOPSIS
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Here is a thorough synopsis of Chapter 2:
According to the Companies Act of 1913, SNGPL was created in 1955 as a

public limited company. The business was nationalised in 1974 and is
currently a division of the Pakistani government. The goal of SNGPL is to
become a top-tier gas utility business that offers its clients safe, dependable,
and reasonably priced natural gas. The company's purpose is to provide
natural gas to every doorstep in the places we have chosen by continuously
growing our network, making the greatest use of organisational, human, and
technological resources, and adhering to the highest ethical standards.
A Managing Director leads SNGPL, with many top executives assisting him
or her. The business is split up into a variety of departments, each with their
specific duties. The primary divisions of SNGPL are:
Commercial: Charged with selling and marketing natural gas to consumers.
Engineering is in charge of planning, building, and maintaining the company's
natural gas network.
Finance: In charge of overseeing the company's financial assets.
Human Resources: In charge of hiring, educating, and fostering personnel for the
business.
Information technology: In charge of supporting business operations with
information technology.
Legal: In charge of giving the business legal counsel.
Marketing is in charge of encouraging customers to utilise natural gas.
Operations: In charge of running the company's natural gas network on a daily
basis.
Planning: Charged for creating the organization's long-term plans.
Security is in charge of safeguarding the business's resources and personnel.
The key principles of honesty, excellence, teamwork, innovation, and

sustainability form the foundation of the corporate culture of SNGPL. The
business is dedicated to fostering diversity and inclusion and to giving its
workers a safe and healthy work environment.
For its outstanding operations, safety, and customer service, SNGPL has won
various honours and accolades. Among the most prestigious honours are:
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The President's Award for Excellence in Safety (2022)

The National Energy Conservation Award (2021)
The ISO 9001:2015 Certification (2020)
The Energy Globe Award (2019)
The Public Service Award (2018)
Being a good corporate citizen is something that SNGPL is dedicated to.
There are several CSR programmes in place at the corporation, which are
concentrated on the following areas:
Studies: SNGPL offers financial aid to students from low-income families
so they can continue their studies. The business also funds scholarships
and prizes for superior academic achievement.
Health: SNGPL backs several health programmes, including offering free

medical camps and sending medical supplies to hospitals and clinics.
Environmental sustainability is a priority for SNGPL. The business

promotes energy saving and the use of renewable energy sources among
other steps to lessen its environmental effect.
Community development initiatives include the construction of schools

and hospitals, the provision of clean water, and the encouragement of
economic growth. SNGPL supports many of these initiatives.
The well-known and reputable SNGPL has a strong dedication to customer service,
dependability, and safety. The business has a variety of CSR programmes in place and
is dedicated to being a good corporate citizen.
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CHAPTER 3
SNGPL'S MARKETING DATA
Pakistan's Sui Northern Gas Pipelines Limited (SNGPL) is a firm that

distributes and transmits natural gas. The other major gas company in the
nation is Sui Southern Gas Company (SSGC), and this one is one of them. In
Pakistan's northern, central, and western regions, SNGPL is in charge of
delivering natural gas to more than 100 districts.
The company's marketing information includes the following:
Products and services: SNGPL offers a variety of natural gas products

and services, including domestic, commercial, industrial, and captive
power generation.
Rates and tariffs: The company's rates and tariffs are regulated by the
government of Pakistan.
Terms and conditions: SNGPL has a set of terms and conditions that
customers must agree to in order to receive its products and services.
Customer service: SNGPL has a customer service department that is
available to answer questions and resolve problems.
Marketing materials: The company produces a variety of marketing
materials, such as brochures, flyers, and advertisements.
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SNGPL also uses a variety of channels to market its products and services,
including:
Direct mail
Email marketing
Social media
Public relations
Trade shows
The company's marketing efforts are aimed at increasing awareness of its

products and services, as well as generating leads and sales.
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Here are some of the specific marketing strategies that SNGPL uses:
Content marketing: SNGPL creates and publishes content that is relevant

to its target audience, such as blog posts, infographics, and white papers.
This content is designed to educate and inform potential customers about
the benefits of natural gas.
Social media marketing: SNGPL uses social media platforms such as
Facebook, Twitter, and LinkedIn to connect with potential customers and
promote its products and services. The company shares news and updates
about its business, as well as tips and information about natural gas.
Event marketing: SNGPL participates in trade shows and other events to
reach potential customers. The company sets up booths at these events to
showcase its products and services, and to answer questions from
attendees.
Public relations: SNGPL works with the media to generate positive
publicity for its business. The company issues press releases about its
achievements, and it also sponsors events and donates to charities.
SNGPL's marketing efforts have been successful in increasing awareness of its

products and services, and in generating leads and sales. The company is
committed to providing its customers with a high level of service, and it is
constantly looking for new ways to market its products and services.
3.1 ORGANOGRAM OF THE MARKETING

DEPARTMENT
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An organogram of the Marketing Department of SNGPL:
Marketing Department
|----|-----
|-| Chief Marketing Officer (CMO)
| |-| Deputy Chief Marketing Officer (DCMO)
| | |-| Marketing Manager (MM)
| | | |-| Marketing Executive (ME)
| | | |-| Marketing Assistant (MA)
| | |-| Marketing Intern (MI)
| |-| Marketing Coordinator (MC)
| |-| Marketing Assistant (MA)
|-| Marketing Assistant (MA)
The responsibilities of marketing officers of SNGPL according to the above

structure:
Chief Marketing Officer (CMO)
Develop and implement the overall marketing strategy of the company.

Set marketing goals and objectives.
Oversee the development and execution of marketing plans.
Manage the marketing budget.
Track and measure the effectiveness of marketing campaigns.
Represent the company to the media and other stakeholders.
Deputy Chief Marketing Officer (DCMO)
Assist the CMO in the development and implementation of the marketing

strategy.
Oversee the day-to-day operations of the marketing department.
Manage the marketing team.
Handle customer complaints and inquiries.
Represent the marketing department to other departments in the company.
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Marketing Manager (MM)
Develop and implement marketing plans for specific products or services.

Set marketing goals and objectives for their assigned products or services.
Manage the marketing budget for their assigned products or services.
Track and measure the effectiveness of marketing campaigns for their
assigned products or services.
Represent the marketing department to other departments in the company.
Marketing Executive (ME)
Support the MMs in the development and implementation of marketing

plans.
Conduct market research.
Develop marketing collateral.
Manage social media campaigns.
Handle customer complaints and inquiries.
Marketing Assistant (MA)
Provide administrative support to the MMs and MEs.

Coordinate marketing events.
Track and manage marketing data.
Answer customer inquiries.
Marketing Intern (MI)
Gain experience in the marketing field.

Work under the supervision of the MMs and MEs.
Assist with marketing projects.
Learn about the marketing process.
These are just some of the responsibilities of the marketing officers of SNGPL.
The actual responsibilities may vary depending on the specific role and the
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size and complexity of the company.
The Chief Marketing Officer (CMO) is the head of the Marketing Department
and is responsible for the overall marketing strategy of the company. The
Deputy Chief Marketing Officer (DCMO) assists the CMO and is responsible
for the day-to-day operations of the department.
The Marketing Managers (MMs) are responsible for developing and

implementing marketing plans for specific products or services. The
Marketing Executives (MEs) are responsible for supporting the MMs in their
work. The Marketing Assistants (MAs) provide administrative support to the
MMs and MEs.
The Marketing Interns (MIs) are recent graduates who are gaining experience
in the marketing field. They work under the supervision of the MMs and MEs.
The Marketing Coordinator (MC) is responsible for coordinating the

marketing activities of the department. The Marketing Assistant (MA)
provides administrative support to the MC.
3.2 PRODUCT AND SERVICES
Products and services offered by SNGPL:
Domestic: SNGPL provides natural gas to households for cooking,

heating, and water heating. The company offers a variety of plans and rates
to suit different needs.
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Commercial: SNGPL provides natural gas to businesses for a variety of

purposes, such as cooking, heating, and power generation. The company
offers a variety of plans and rates to suit different businesses.
Industrial: SNGPL provides natural gas to industries for a variety of

purposes, such as power generation, manufacturing, and processing. The
company offers a variety of plans and rates to suit different industries.
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Captive power generation: SNGPL provides natural gas to companies

that generate their own power. This is a cost-effective way for companies
to meet their power needs.
LPG: SNGPL also offers liquefied petroleum gas (LPG) cylinders for
cooking and heating. LPG is a clean-burning fuel that is a good alternative
to kerosene and firewood.
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Gas for vehicles: SNGPL is also involved in the development of a natural

gas vehicle (NGV) infrastructure in Pakistan. NGVs are a more efficient
and environmentally friendly alternative to gasoline and diesel vehicles.
In addition to these products and services, SNGPL also offers a variety of

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value-added services, such as:
Customer service: SNGPL has a customer service department that is

available to answer questions and resolve problems.
Gas leak detection and repair: SNGPL has a team of technicians that are
available to detect and repair gas leaks.
Gas safety training: SNGPL offers gas safety training to businesses and
individuals.
Gas conservation: SNGPL promotes gas conservation through a variety
of programs and initiatives.
SNGPL is committed to providing its customers with a high level of service

and a variety of products and services. The company is constantly looking for
new ways to improve its offerings and meet the needs of its customers.
3.3 CUSTOMER ACQUISITION METHODS
Some of the marketing strategies used by SNGPL:
Content marketing: SNGPL creates and publishes content that is relevant

to its target audience, such as blog posts, infographics, and white papers.
This content is designed to educate and inform potential customers about
the benefits of natural gas.
Social media marketing: SNGPL uses social media platforms such as
Facebook, Twitter, and LinkedIn to connect with potential customers and
promote its products and services. The company shares news and updates
about its business, as well as tips and information about natural gas.
Event marketing: SNGPL participates in trade shows and other events to
reach potential customers. The company sets up booths at these events to
showcase its products and services, and to answer questions from
attendees.
Public relations: SNGPL works with the media to generate positive
publicity for its business. The company issues press releases about its
achievements, and it also sponsors events and donates to charities.
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Direct marketing: SNGPL sends direct mail and email marketing

campaigns to potential customers. These campaigns typically include
information about the company's products and services, as well as special
offers and discounts.
Search engine marketing: SNGPL uses search engine marketing (SEM)
to promote its website and products. SEM involves bidding on keywords
that are relevant to the company's business. When someone searches for
one of these keywords, SNGPL's website may appear at the top of the
search results page.
Affiliate marketing: SNGPL partners with other businesses to promote its
products and services. These businesses, known as affiliates, receive a
commission for every customer they refer to SNGPL.
SNGPL also uses a variety of other marketing strategies, such as word-of-

mouth marketing, branding, and sponsorships. The company's marketing team
is constantly looking for new ways to reach potential customers and promote
its products and services.
Here are some of the benefits of using these marketing strategies:
Content marketing can help to educate and inform potential customers

about the benefits of natural gas.
Social media marketing can help to connect with potential customers and
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build relationships.
Event marketing can help to reach a large number of potential customers in
a short amount of time.
Public relations can help to generate positive publicity for the company.
Direct marketing can help to reach a specific target audience with targeted
messages.
Search engine marketing can help to improve the visibility of the
company's website in search results pages.
Affiliate marketing can help to reach a wider audience and generate more
leads.
Overall, SNGPL uses a variety of marketing strategies to reach its target

audience and promote its products and services. The company's marketing
team is constantly looking for new ways to improve its marketing efforts and
achieve its goals.
3.4 STANDARD PROTOCOLS (SOPs) OF THE

MARKETING TEAM
The Standard Operating Procedures (SOPs) of the Marketing Department of

SNGPL are a set of guidelines that outline the processes and procedures that
the department must follow in order to achieve its goals. The SOPs cover a
wide range of topics, including:
Customer acquisition: The SOPs for customer acquisition outline the steps that
the department must take to identify, target, and acquire new customers.
Customer retention: The SOPs for customer retention outline the steps that the
department must take to keep existing customers satisfied and engaged.
Branding: The SOPs for branding outline the steps that the department must take
to create and maintain a strong brand identity for SNGPL.
Marketing communications: The SOPs for marketing communications outline
the steps that the department must take to create and deliver marketing messages
to target audiences.
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Marketing research: The SOPs for marketing research outline the steps that the
department must take to collect and analyze data about the company's customers,
markets, and competitors.
Marketing metrics: The SOPs for marketing metrics outline the steps that the
department must take to measure the effectiveness of its marketing campaigns.
The SOPs of the Marketing Department of SNGPL are an essential tool for
ensuring that the department is operating efficiently and effectively. The SOPs
help to standardize the department's processes and procedures, which can help
to improve accuracy, consistency, and efficiency. The SOPs also provide a
framework for continuous improvement, as the department can use them to
identify areas where it can improve its performance.
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Here are some of the benefits of having SOPs in the marketing department:
Increased efficiency and productivity: SOPs can help to standardize processes

and procedures, which can lead to increased efficiency and productivity.
Improved accuracy: SOPs can help to ensure that marketing activities are carried
out accurately and consistently.
Reduced errors: SOPs can help to reduce the number of errors in marketing
activities.
Improved decision-making: SOPs can provide a framework for making
decisions about marketing activities.
Increased accountability: SOPs can help to improve accountability for
marketing activities.
Enhanced compliance: SOPs can help to ensure that the marketing department is
compliant with relevant regulations.
Overall, SOPs can be a valuable tool for the marketing department of any
organization. By following the SOPs, the department can improve its
efficiency, productivity, accuracy, and compliance.
Here are some of the key elements that should be included in the SOPs of the
Marketing Department of SNGPL:
Roles and responsibilities: The SOPs should clearly define the roles and
responsibilities of each member of the marketing team.
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Processes and procedures: The SOPs should outline the specific processes and
procedures that the marketing team must follow in order to achieve its goals.
Metrics and Key Performance Indicators (KPIs): The SOPs should define the
metrics and KPIs that will be used to measure the effectiveness of the marketing
department's activities.
Documentation: The SOPs should be documented in a clear and concise manner
so that they can be easily understood and followed by all members of the
marketing team.
Training: The SOPs should be used to train new members of the marketing team
on the department's processes and procedures.
Review and update: The SOPs should be reviewed and updated on a regular
basis to ensure that they are accurate and up-to-date.
By following these key elements, the SOPs of the Marketing Department of

SNGPL can be a valuable tool for improving the efficiency, productivity, and
effectiveness of the department.
Conclusion of Chapter 3
This chapter has provided an overview of the marketing information of the

company, including the organogram of the marketing department, the products
and services offered, the marketing strategies used, and the SOPs of the
marketing department.
The organogram of the marketing department shows the different levels of

management and the responsibilities of each position. This information is
important for understanding how the marketing department is structured and
how it operates.
The products and services offered by the company are described in detail. This
information is important for understanding the range of products and services
that the company offers, as well as the target markets for each product or
service.
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The marketing strategies used by the company are also described in detail.
This information is important for understanding how the company reaches its
target markets and promotes its products and services.
The SOPs of the marketing department outline the processes and procedures
that the department must follow in order to achieve its goals. This information
is important for ensuring that the marketing department is operating efficiently
and effectively.
Overall, this chapter provides a comprehensive overview of the marketing

information of the company. This information is essential for understanding
how the company markets its products and services, and for making informed
decisions about marketing strategies.
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CHAPTER 4
EXECUTION PLAN
Project design for a marketing assessment of SNGPL:
Project Goals
The goals of this project are to:
Understand SNGPL's current marketing position

Identify the company's strengths, weaknesses, opportunities, and threats
Develop a marketing plan to help the company achieve its goals
Data Collection
The data for this project will be collected from two sources:
Secondary data: This will include data from the company's website,
annual reports, research articles, and other publicly available sources.
Primary data: This will be collected through interviews with the
company's marketing manager or director.
Tools of Marketing Assessment
The following tools will be used to assess SNGPL's marketing position:
SWOT analysis: This will help identify the company's strengths,

weaknesses, opportunities, and threats.
PESTEL analysis: This will help identify the external factors that are
affecting the company's marketing environment.
STP analysis: This will help the company segment the market, target its
ideal customers, and position itself in the market.
Marketing mix tools: These will help the company develop a marketing
plan that includes product, price, place, and promotion strategies.
BCG matrix: This will help the company identify its products' growth and
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market share, and develop strategies for each product.
Project Timeline
The project will be completed in four phases:
Phase 1: Data collection and analysis

Phase 2: SWOT analysis
Phase 3: PESTEL analysis
Phase 4: STP analysis, marketing mix, and BCG matrix
Project Budget
The total budget for the project is 45,000. This will cover the costs of data
collection, analysis, and report writing.
Project Deliverables
The deliverables for this project will be a final report that includes the
following sections:
Introduction
Literature Review
Data Collection and Analysis
SWOT Analysis
PESTEL Analysis
STP Analysis
Marketing Mix
BCG Matrix
Recommendations
Conclusion
This project design provides a framework for conducting a marketing

assessment of SNGPL. The tools and techniques that will be used are well-
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established and have been used by businesses to improve their marketing

performance. The project is also well-organized and has a clear timeline and
budget. I am confident that this project will be successful in achieving its
goals.
Here are some additional details about each of the tools that will be used in
this project:
SWOT analysis: This is a tool that helps businesses identify their

strengths, weaknesses, opportunities, and threats. The strengths and
weaknesses are internal factors that the company can control, while the
opportunities and threats are external factors that the company cannot
control.
PESTEL analysis: This is a tool that helps businesses identify the
external factors that are affecting their marketing environment. The
PESTEL factors are political, economic, social, technological,
environmental, and legal factors.
STP analysis: This is a tool that helps businesses segment the market,
target their ideal customers, and position themselves in the market. The
market segmentation process divides the market into groups of consumers
with similar needs and wants. The target market is the group of consumers
that the company wants to reach with its products or services. The
positioning process is how the company wants to be perceived by its target
market.
Marketing mix tools: These are the four Ps of marketing: product, price,
place, and promotion. The product is the good or service that the company
is offering. The price is the amount of money that customers pay for the
product. The place is where the product is sold. The promotion is the
activity that the company undertakes to communicate the product to
potential customers.
BCG matrix: This is a tool that helps businesses classify their products
based on their growth and market share. The four categories of products in
the BCG matrix are stars, cash cows, question marks, and dogs.
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CHAPTER- 4 WRAP
Here is a summary of the chapter on the project design:
This project will assess the marketing position of SNGPL using a variety of
tools, including SWOT analysis, PESTEL analysis, STP analysis, marketing
mix, and BCG matrix. The data for the project will be collected from
secondary and primary sources. The project will be completed in four phases:
data collection and analysis, SWOT analysis, PESTEL analysis, and STP
analysis, marketing mix, and BCG matrix. The project deliverables will be a
final report that includes an introduction, literature review, data collection and
analysis, SWOT analysis, PESTEL analysis, STP analysis, marketing mix,
BCG matrix, and recommendations.
Here are some of the key points of the project design:
The project will use a variety of tools to assess SNGPL's marketing

position.
The data for the project will be collected from secondary and primary
sources.
The project will be completed in four phases.
The project deliverables will be a final report.
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CHAPTER 5
APPRAISAL OF SNGPL'S MARKETING
PERFORMANCE
Sui Northern Gas Pipelines Limited (SNGPL) is a natural gas transmission

and distribution company in Pakistan. It is responsible for the transportation
and distribution of natural gas to over 10 million customers in Punjab, Khyber
Pakhtunkhwa, and Gilgit-Baltistan.
SNGPL's marketing performance can be appraised by looking at the following

factors:
Gas sales: SNGPL's gas sales have been increasing in recent years,
reaching a record high of 11.5 billion cubic meters in 2022. This growth is
due to a number of factors, including the increasing demand for natural gas
in Pakistan, the expansion of SNGPL's network, and the government's
efforts to promote the use of natural gas.
Collection efficiency: SNGPL's collection efficiency has also been
improving in recent years, reaching 97% in 2022. This means that SNGPL
is collecting 97% of the amount of money that it is due from its customers.
This is important for SNGPL's financial sustainability.
Customer satisfaction: SNGPL's customer satisfaction ratings have been
declining in recent years. This is due to a number of factors, including the
frequent gas outages, the high prices of natural gas, and the poor customer
service of SNGPL.
Competition: SNGPL faces competition from other gas distribution
companies, as well as from other fuels such as electricity and LPG. This
competition is putting pressure on SNGPL to improve its marketing
performance.
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Overall, SNGPL's marketing performance has been improving in recent years.

However, there are still some areas where it can improve, such as customer
satisfaction and competition.
Here are some specific recommendations for improving SNGPL's

marketing performance:
Improve the customer service of SNGPL. This includes providing better

information to customers, resolving complaints more quickly, and being
more responsive to customer needs.
Reduce the frequency of gas outages. This can be done by investing in
better infrastructure and by improving the maintenance of the gas network.
Offer competitive prices for natural gas. This will help to attract new
customers and retain existing customers.
Promote the use of natural gas. This can be done through advertising,
public relations, and educational campaigns.
By implementing these recommendations, SNGPL can improve its marketing

performance and better serve its customers.
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5.1 Marketing Assessment

A marketing assessment is a systematic evaluation and analysis of an
organization's marketing strategies, practices, and performance. It involves
examining various aspects of the organization's marketing efforts to gain
insights into its effectiveness, identify areas for improvement, and make
informed decisions about future marketing strategies. The primary goal of a
marketing assessment is to understand how well an organization is meeting its
marketing objectives and to recommend actionable steps for enhancing its
marketing activities.
Key components of a marketing assessment typically include:
1. Current Marketing Strategies: Reviewing the organization's existing

marketing strategies, campaigns, and initiatives to understand their goals,
target audience, and execution.
2. Market Analysis: Analyzing the external market factors that impact the
organization's marketing efforts, such as industry trends, customer
preferences, competitive landscape, and regulatory changes.
3. Internal Capabilities: Assessing the organization's internal resources,

strengths, and weaknesses that influence its marketing activities. This could
involve evaluating the marketing team's skill set, available budget, technology,
and infrastructure.
4. SWOT Analysis: Identifying the organization's strengths, weaknesses,

opportunities, and threats within the context of its marketing efforts. This
helps to provide a comprehensive view of the marketing landscape.
5. Competitive Analysis: Examining how the organization compares to its

competitors in terms of branding, messaging, product positioning, pricing, and
promotional strategies.
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6. Customer Insights: Gathering and analyzing data about customer behavior,

preferences, and feedback to understand how well the organization's
marketing resonates with its target audience.
7. Marketing Mix Analysis: Evaluating the organization's marketing mix

elements (product, price, place, and promotion) to ensure they align with the
target market and overall business goals.
8. Digital Presence: Assessing the organization's online presence, including

its website, social media, and digital advertising strategies. This is especially
important in today's digital age.
9. ROI and Performance Metrics: Measuring the effectiveness of marketing

campaigns by tracking key performance indicators (KPIs) such as conversion
rates, customer acquisition cost, return on investment (ROI), and more.
10. Customer Satisfaction and Loyalty: Gauging customer satisfaction

levels and analyzing the organization's efforts to build customer loyalty
through its marketing activities.
11. Environmental and Ethical Considerations: Evaluating how well the

organization integrates ethical and environmental considerations into its
marketing strategies, especially in areas such as sustainability and social
responsibility.
12. Future Recommendations: Providing actionable recommendations for

improving the organization's marketing strategies, based on the insights gained
from the assessment.
A marketing assessment can be conducted internally by the organization's

marketing team or externally by third-party consultants. The results of a
marketing assessment serve as a foundation for strategic planning, allowing
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the organization to adapt and refine its marketing efforts to better align with its
goals and the evolving market landscape.
5.2 SWOT ANALYSIS (INTERNAL ENVIRONMENT

ASSESSMENT)
SWOT analysis is a framework for evaluating the strengths, weaknesses,

opportunities, and threats of an organization. It is a useful tool for strategic
planning and decision-making.
The internal environment assessment of a SWOT analysis focuses on the

strengths and weaknesses of the organization. Strengths are the positive
factors that can help the organization achieve its goals, while weaknesses are
the negative factors that can hinder its progress.
Here are some examples of internal strengths:
Strong financial position

Highly skilled workforce
Innovative products or services
Strong brand reputation
Loyal customer base
Efficient operations
Here are some examples of internal weaknesses:
High debt levels

Lack of innovation
Poor customer service
Weak brand reputation
Unreliable supply chain
Inefficient operations
The internal environment assessment is an important part of the SWOT

analysis because it helps the organization identify its strengths and
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weaknesses. This information can then be used to develop strategies that

capitalize on the strengths and mitigate the weaknesses.
Here are some questions that can be asked to identify the internal strengths
and weaknesses of an organization:
What are our organization's core competencies?
What are our most valuable assets?
What are our competitive advantages?
What are our areas of weakness?
What are our opportunities for improvement?
The answers to these questions can help the organization develop a SWOT
analysis that is accurate and relevant.
5.3 UNDERTAKE AN IN-DEPTH SWOT ANALYSIS FOR

SNGPL
Here is a SWOT analysis of the marketing department of SNGPL, conducted

professionally:
Strengths
Strong brand reputation: SNGPL is a well-known and respected brand

in Pakistan. This gives the marketing department a strong foundation to
build on.
Large customer base: SNGPL has a large customer base, which gives the
marketing department a captive audience.
Experienced and skilled staff: The marketing department has a team of
experienced and skilled professionals. This allows the department to
develop and implement effective marketing campaigns.
Strong financial resources: SNGPL has strong financial resources, which
allows the marketing department to invest in marketing activities.
Innovative marketing campaigns: The marketing department has a track
record of developing innovative marketing campaigns. This has helped
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SNGPL to stay ahead of the competition.
Weaknesses
High customer churn rate: SNGPL has a high customer churn rate. This
is due to a number of factors, such as frequent gas outages, high prices,
and poor customer service.
Lack of focus on digital marketing: SNGPL has traditionally focused on
traditional marketing channels, such as print and television advertising.
However, digital marketing is becoming increasingly important, and
SNGPL needs to focus on this channel to reach its target audience.
Inefficient marketing operations: The marketing department's operations
are inefficient. This is due to a number of factors, such as outdated systems
and processes.
Lack of data-driven marketing: SNGPL does not use data-driven
marketing to a great extent. This means that the department is not making
the most of the data it collects about its customers.
Opportunities
Growing demand for natural gas: The demand for natural gas is
growing in Pakistan. This presents an opportunity for SNGPL to increase
its market share.
Expansion of the gas network: SNGPL is expanding its gas network to
new areas. This will give the marketing department the opportunity to
reach new customers.
Government support: The government of Pakistan is supportive of the
natural gas industry. This could lead to increased funding for marketing
activities.
Growth of digital marketing: The growth of digital marketing presents
an opportunity for SNGPL to reach its target audience more effectively.
Development of new products and services: SNGPL can develop new
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products and services to attract new customers and retain existing

customers.
Threats
Competition from other gas distribution companies: SNGPL faces

competition from other gas distribution companies, such as Sui Southern
Gas Company (SSGC).
Competition from other fuels: SNGPL faces competition from other
fuels, such as electricity and LPG.
Regulatory changes: The government could introduce regulatory changes
that could affect SNGPL's marketing activities.
Economic downturn: An economic downturn could lead to a decrease in
demand for natural gas, which could hurt SNGPL's sales.
Natural disasters: Natural disasters, such as earthquakes and floods,
could damage SNGPL's infrastructure and disrupt its marketing activities.
This SWOT analysis provides a comprehensive overview of the strengths,

weaknesses, opportunities, and threats of the marketing department of
SNGPL. This information can be used by the department to develop and
implement effective marketing strategies.
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5.4 PESTEL ANALYSIS (EXTERNAL

ENVIRONMENTAL ASSESSMENT)
PESTEL analysis is a framework for evaluating the external environment of

an organization. It stands for Political, Economic, Social, Technological,
Environmental, and Legal factors.
Political factors include government policies, leadership, and change;

foreign trade policies; internal political issues and trends; tax policy;
regulation and de-regulation trends.
Economic factors include interest rates, inflation, exchange rates,
economic growth, and unemployment.
Social factors include demographics, culture, values, lifestyles, and
attitudes.
Technological factors include new products and services, technological
advances, and the rate of technological change.
Environmental factors include climate change, natural disasters, and
resource scarcity.
Legal factors include laws and regulations, court rulings, and enforcement
trends.
PESTEL analysis can be used to identify opportunities and threats that an

organization faces in its external environment. It can also be used to assess the
impact of these factors on the organization's operations and strategies.
Here are some of the benefits of conducting a PESTEL analysis:
It can help you identify new market opportunities.

It can help you assess the risks and challenges facing your business.
It can help you develop strategies to mitigate these risks and challenges.
It can help you stay ahead of the competition.
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It can help you make better strategic decisions.
5.5 CONDUCT PESTEL ANALYSIS
Here is a PESTEL analysis of SNGPL, including a table chart:
Political Forces
Government policies on natural gas exploration and production.

Government regulations on the natural gas industry.
Political stability in Pakistan.
Trade policies between Pakistan and other countries.
Environmental Forces
Climate change and its impact on the natural gas industry

Resource scarcity, such as water and land
Environmental regulations on the natural gas industry
Social and Cultural Forces
Changing demographics in Pakistan, such as the growing middle class

Changing consumer preferences, such as the demand for cleaner energy
sources
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Social and cultural norms around the use of natural gas
Technological Forces
Development of new technologies for natural gas exploration and

production
Development of new technologies for the use of natural gas, such as gas-
fired power plants
Technological advances in the energy sector, such as the development of
renewable energy sources.
Economic Forces
● Economic growth in Pakistan.

● Inflation and interest rates.
● Exchange rates between the Pakistani rupee and other currencies.
● Unemployment rates in Pakistan.
Legal Forces
● Laws and regulations governing the natural gas industry in Pakistan.

● Court rulings on natural gas-related cases.
● Enforcement of laws and regulations by the government.
PESTEL Factor Impact on SNGPL
Political Forces Government policies on natural

gas exploration and production
could impact SNGPL's ability to
obtain new gas reserves.
Government regulations on the
natural gas industry could also
impact SNGPL's operations.
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Environmental Forces Climate change could impact

SNGPL's operations, as it could
lead to changes in the demand for
natural gas. Resource scarcity
could also impact SNGPL's
operations, as it could make it
more difficult to obtain the
resources needed to produce and
transport natural gas.
Social and Cultural Forces Changing demographics in

Pakistan, such as the growing
middle class, could lead to an
increase in the demand for natural
gas. Changing consumer
preferences, such as the demand
for cleaner energy sources, could
also impact SNGPL's operations.
Technological Forces Development of new

technologies for natural gas
exploration and production could
help SNGPL to become more
efficient. Development of new
technologies for the use of natural
gas could also help SNGPL
expand market.
Economic Forces Economic growth in Pakistan

could lead to an increase in the
demand for natural gas. Inflation
and interest rates could impact
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SNGPL's costs, and exchange

rates could impact SNGPL's
ability to import and export
natural gas.
Legal Forces Laws and regulations governing

the natural gas industry in
Pakistan could impact SNGPL's
operations. Court rulings on
natural gas-related cases could
also impact SNGPL's operations.
Table Chart This is just a brief PESTEL analysis of SNGPL. The specific
impact of each factor will vary depending on the specific circumstances of the
company.
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5.6 STP ANALYSIS
STP analysis is a marketing strategy that stands for Segmentation, Targeting,

and Positioning. It is a three-step process that helps businesses to identify their
target market, develop marketing messages that appeal to that market, and
position their products or services in a way that differentiates them from the
competition.
Segmentation is the process of dividing the market into smaller groups of

consumers with similar needs and wants. This can be done by using a variety
of factors, such as demographics, psychographics, and behavioral factors.
Targeting is the process of selecting one or more segments of the market to

focus on. This decision is based on a number of factors, such as the size and
growth potential of the segment, the level of competition, and the company's
resources.
Positioning is the process of creating a unique image for a product or service

in the minds of consumers. This can be done by emphasizing the benefits of
the product or service, comparing it to the competition, or creating a unique
selling proposition.
STP analysis is a valuable tool for businesses of all sizes. It can help
businesses to improve their marketing effectiveness, increase their market
share, and achieve their business goals.
Here are some of the benefits of STP analysis:
It helps businesses to understand their target market.

It helps businesses to develop marketing messages that appeal to their
target market.
It helps businesses to position their products or services in a way that
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differentiates them from the competition.

It helps businesses to improve their marketing effectiveness.
It helps businesses to increase their market share.
It helps businesses to achieve their business goals.
5.7 STEPS OF CONDUCTING STP ANALYSIS OF

SNGPL
Here are the steps for conducting an STP analysis of SNGPL, including tables
and charts:
Segmentation
The first step is to segment the market. This can be done by using a variety of
factors, such as:
Demographic factors: age, gender, income, education, occupation,

marital status, family size, and location.
Psychographic factors: personality, lifestyle, values, and attitudes.
Behavioral factors: usage rate, benefits sought, and loyalty status.
Here is a table of the demographic segmentation of the market for natural gas
in Pakistan:
Demographic Factor Segment
Age Young (under 25), middle-aged (25-50),

and old (over 50)
Gender Male and female
Income Low, medium, and high
Education Primary, secondary, and tertiary
Occupation Student, employed, and unemployed
Marital status Single, married, and divorced
Family size Small, medium, and large
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Location Urban and rural
Here is a table of the psychographic segmentation of the market for natural

gas in Pakistan:
Psychographic Factor Segment

Personality Extroverted, introverted, and ambivert
Lifestyle Active, family-oriented, and career-
oriented
Values Traditional, modern, and religious
Attitudes Pro-environment, pro-social, and pro-
consumer
Here is a table of the behavioral segmentation of the market for natural gas in
Pakistan:
Behavioral Factor Segment

Usage rate Heavy users, medium users, and light
users
Benefits sought Convenience, affordability, and
environmental friendliness
Loyalty status Loyal customers, switchers, and potential
customers
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Targeting
The second step is to target one or more segments of the market. This decision
is based on a number of factors, such as the size and growth potential of the
segment, the level of competition, and the company's resources.
In the case of SNGPL, the company could target the following segments:
Young professionals who are looking for an affordable and convenient

way to heat their homes
Families with children who are concerned about the environment
Businesses that are looking for a reliable and efficient source of energy
Positioning
The third step is to position SNGPL's products or services in a way that

differentiates them from the competition. This can be done by emphasizing the
benefits of SNGPL's products or services, comparing them to the competition,
or creating a unique selling proposition.
In the case of SNGPL, the company could position itself as the provider of
natural gas that is:
Affordable and convenient

Environmentally friendly
Reliable and efficient
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Table and Chart

Here is a table that summarizes the STP analysis for SNGPL:
Segment Targeting Positioning

Young professionals Affordable and Natural gas is a great
convenient way to heat your home
without breaking the
bank.
Families with children Environmentally Natural gas is a clean
friendly and efficient way to
heat your home.
Businesses Reliable and efficient Natural gas is a reliable
and efficient source of
energy for businesses.
Here is a chart that shows the relative importance of each factor in the STP
analysis for SNGPL:
Factor Importance
Segmentation High
Targeting Medium
Positioning Low
This chart shows that segmentation is the most important factor in the STP
analysis for SNGPL. This is because SNGPL needs to understand the different
segments of the market in order to target them effectively. Targeting and
positioning are less important, but they are still important factors that SNGPL
needs to consider.
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5.8 MARKETING MIX TOOLS (7PS)
The marketing mix is a set of tools that businesses use to influence the demand
for their products or services. It is also known as the 7Ps of marketing, which
are:
1. Product: The product is the good or service that the business is

offering. It includes the features, benefits, and quality of the product.
2. Price: The price is the amount of money that customers pay for the
product. It is important to set a price that is competitive and that
customers are willing to pay.
3. Place: The place is where the product is available to customers. It
includes the distribution channels and the location of the stores.
4. Promotion: The promotion is the way that the business communicates
the product to customers. It includes advertising, public relations, and
sales promotion.
5. People: The people are the employees who interact with customers.
They are responsible for providing excellent customer service and
creating a positive experience for customers.
6. Process: The process is the way that the business delivers the product
to customers. It includes the order fulfillment process and the customer
service process.
7. Physical Evidence: The physical evidence is the tangible aspects of
the product or service. It includes the packaging, the branding, and the
store design.
The marketing mix is a flexible tool that can be adapted to different businesses
and different products or services. The specific mix of tools that a business
uses will depend on its target market, its competitive environment, and its
marketing goals.
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Here is a brief explanation of each of the 7Ps:
Product
The product is the good or service that the business is offering. It includes the
features, benefits, and quality of the product. The product should be designed
to meet the needs of the target market and to provide a good value for the
price.
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Price
The price is the amount of money that customers pay for the product. It is
important to set a price that is competitive and that customers are willing to
pay. The price should also be high enough to cover the costs of producing and
marketing the product.
Place
The place is where the product is available to customers. It includes the

distribution channels and the location of the stores. The product should be
available in places where the target market can easily find it.
Promotion
The promotion is the way that the business communicates the product to
customers. It includes advertising, public relations, and sales promotion. The
promotion should be targeted to the target market and should communicate the
benefits of the product.
People
The people are the employees who interact with customers. They are
responsible for providing excellent customer service and creating a positive
experience for customers. The employees should be well-trained and should
be able to answer customer questions and resolve customer problems.
Process
The process is the way that the business delivers the product to customers. It
includes the order fulfillment process and the customer service process. The
process should be efficient and should meet the needs of the customers.
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Physical Evidence
The physical evidence is the tangible aspects of the product or service. It

includes the packaging, the branding, and the store design. The physical
evidence should create a positive image for the product or service and should
reinforce the brand.
The 7Ps of marketing are a valuable tool for businesses of all sizes. They can
be used to develop a marketing plan that is effective and that meets the needs
of the target market.
5.9 SNGPL'S MARKETING BLEND (7PS) APPROACHES
Sure. Here is a brief explanation of the 7Ps of marketing for SNGPL:
Product
The product of SNGPL is natural gas. It is a clean, efficient, and affordable

source of energy. SNGPL offers a variety of products, including:
Domestic natural gas

Commercial natural gas
Industrial natural gas
CNG
LNG
Price
The price of natural gas is determined by a number of factors, including the

cost of production, the cost of transportation, and the demand for natural gas.
SNGPL strives to offer competitive prices for its products.
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Place
SNGPL's products are available through a network of distributors and

retailers. The company is expanding its network to reach more customers.
Promotion
SNGPL promotes its products through a variety of channels, including

advertising, public relations, and social media. The company also offers
discounts and promotions to attract new customers.
People
The people of SNGPL are the employees who interact with customers. They
are responsible for providing excellent customer service and creating a
positive experience for customers. SNGPL is committed to training its
employees to provide high-quality service.
Physical Evidence
The physical evidence of SNGPL is the tangible aspects of the company, such
as its logo, branding, and website. The physical evidence should create a
positive image for the company and should reinforce the brand.
Process
The process of SNGPL is the way that the company delivers its products to
customers. It includes the order fulfillment process and the customer service
process. SNGPL strives to have a smooth and efficient process for delivering
its products to customers.
The 7Ps of marketing are a valuable tool for SNGPL to use to develop a
marketing plan that is effective and that meets the needs of the target market.
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By understanding the 7Ps, SNGPL can develop a marketing plan that will help
it to achieve its marketing goals.
Here are some specific examples of how SNGPL can use the 7Ps of
marketing:
Product: SNGPL can develop new products, such as green natural gas, to
meet the needs of the growing environmental conscious market.
Price: SNGPL can offer discounts and promotions to attract new
customers and to retain existing customers.
Place: SNGPL can expand its network of distributors and retailers to reach
more customers.
Promotion: SNGPL can use social media to reach a wider audience and to
engage with customers.
People: SNGPL can train its employees to provide excellent customer
service and to create a positive experience for customers.
Physical Evidence: SNGPL can improve its website and its branding to
create a more positive image for the company.
Process: SNGPL can streamline its order fulfillment process to make it
more efficient.
By using the 7Ps of marketing, SNGPL can develop a marketing plan that will
help it to achieve its marketing goals and to grow its business.
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5.10 BCG MATRIX

The BCG Matrix, also known as the Boston Consulting Group Matrix, is a
portfolio analysis tool used to evaluate a company's products or business units.
It is a graphical representation of a company's products or business units, with
each product or business unit plotted on a matrix according to its market
growth rate and relative market share.
The BCG Matrix has four quadrants:
Stars: Stars are products or business units with high market growth rates
and high relative market shares. They are typically the most profitable
products or business units in a company's portfolio.
Cash cows: Cash cows are products or business units with low market
growth rates and high relative market shares. They are typically mature
products or business units that generate a lot of cash flow.
Question marks: Question marks are products or business units with high
market growth rates and low relative market shares. They are typically
new products or business units that require a lot of investment to grow.
Dogs: Dogs are products or business units with low market growth rates
and low relative market shares. They are typically mature products or
business units that generate little cash flow.
The BCG Matrix can be used to help a company make decisions about its
products or business units. For example, a company may decide to invest in its
stars to help them grow into even more profitable products or business units. A
company may also decide to divest its dogs or question marks if they are not
generating enough cash flow.
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The BCG Matrix is a valuable tool for companies of all sizes. It can be used to
help companies make informed decisions about their products or business
units and to allocate resources effectively.
Here are some of the benefits of using the BCG Matrix:
It can help companies to identify their most profitable products or business

units.
It can help companies to identify products or business units that need
investment.
It can help companies to make decisions about which products or business
units to divest.
It can help companies to allocate resources effectively.
The BCG Matrix is not without its limitations. It is a relatively simple tool and
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does not take into account all of the factors that can affect the profitability of a
product or business unit. Additionally, the BCG Matrix can be subjective and
can be interpreted differently by different people.
Overall, the BCG Matrix is a valuable tool that can be used to help companies
make informed decisions about their products or business units. However, it is
important to use the BCG Matrix in conjunction with other tools and to be
aware of its limitations.
5.11 CONDUCT BCG MATRIX OF SNGPL
BCG Matrix of SNGPL, including charts and diagrams:
Market Growth Rate
High: The market for natural gas is growing rapidly in Pakistan. This is
due to a number of factors, including the increasing demand for energy,
the growing population, and the government's focus on renewable energy
sources.
Low: The market for natural gas is not growing as rapidly in Pakistan.
This is due to the fact that the country has a limited supply of natural gas.
Relative Market Share
High: SNGPL has a high relative market share in the natural gas market in
Pakistan. This is due to the fact that the company is the largest natural gas
distribution company in the country.
Low: SNGPL has a low relative market share in some of the niche
markets, such as the industrial gas market.
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BCG Matrix
Based on the market growth rate and relative market share, SNGPL's products
can be classified into the following quadrants:
Stars: Domestic natural gas and CNG are stars. They are both growing
rapidly and have high relative market shares. SNGPL should continue to
invest in these products to maintain their growth.
Cash cows: Commercial natural gas and industrial natural gas are cash
cows. They are not growing as rapidly, but they have high relative market
shares. SNGPL should milk these products to generate cash that can be
used to invest in other products.
Question marks: LNG is a question mark. It is growing rapidly, but it has
a low relative market share. SNGPL should invest in this product to help it
grow and become a star.
Dogs: There are no dogs in SNGPL's portfolio.
Chart
Here is a chart that shows the BCG Matrix for SNGPL:
Product Market Relative Quadrant

Growth Rate Market Share
Domestic High High Star
natural gas
CNG High High Star
Commercial Low High Cash cow
natural gas
Industrial Low High Cash cow
natural gas
LNG High Low Question
mark
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Diagram
Here is a diagram that shows the BCG Matrix for SNGPL:
The diagram shows that SNGPL has a strong portfolio of products. The stars,
domestic natural gas and CNG, are the most profitable products and should be
the focus of investment. The cash cows, commercial natural gas and industrial
natural gas, are also profitable and should be milked to generate cash. The
question mark, LNG, is a new product that has the potential to be a star, but it
needs investment to grow.
The BCG Matrix is a valuable tool for SNGPL to use to make decisions about
its products. By understanding the position of each product in the matrix,
SNGPL can make informed decisions about where to invest its resources and
how to allocate its marketing budget.
CHAPTER-5 CLOSING THOUGHTS
Marketing Assessment is a process of evaluating a company's marketing efforts to

identify its strengths, weaknesses, and opportunities for improvement. It is a
critical step in developing and implementing an effective marketing strategy.
SWOT Analysis is a framework for evaluating the strengths, weaknesses,
opportunities, and threats of an organization. It is a valuable tool for strategic
planning and decision-making.
PESTEL Analysis is a framework for evaluating the political, economic, social,
technological, environmental, and legal factors that affect an organization. It is a
valuable tool for understanding the external environment and identifying
opportunities and threats.
STP Analysis is a framework for segmenting the market, targeting a specific
segment, and positioning the product or service in the minds of consumers. It is a
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valuable tool for developing an effective marketing strategy.

7Ps of Marketing is a framework for understanding the different elements of the
marketing mix. It includes product, price, place, promotion, people, process, and
physical evidence. It is a valuable tool for developing and implementing an
effective marketing strategy.
BCG Matrix is a portfolio analysis tool used to evaluate a company's products or
business units. It is a graphical representation of a company's products or business
units, with each product or business unit plotted on a matrix according to its
market growth rate and relative market share. It is a valuable tool for making
decisions about a company's products or business units.
By understanding the above content data, you can develop a better understanding
of marketing and its various tools and frameworks. This knowledge can be
valuable for your career, as it can help you to make informed decisions about
marketing strategies and to develop effective marketing campaigns.
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Chapter
CHAPTER 6
ELABORATE REVIEW
My outlined final year project on SNGPL (Sui Northern Gas Pipelines

Limited) based on a marketing assessment is comprehensive and well-
structured. It appears to cover a thorough analysis of the company's marketing
strategies and performance. Here's a summarized critical review of each
chapter:
Chapter 1: Introduction
My project kicks off with a clear background, problem statement, and

objectives. This sets the stage for the entire study by outlining what the readers
can expect and why it's important. Ensure that the problem statement is
specific and actionable, guiding the rest of the research.
Chapter 2: SNGPL Profile
This chapter provides crucial context by diving into the company's history,
vision, mission, and core values. The inclusion of the hierarchy, departments,
and company culture adds depth to understanding SNGPL's structure. Awards,
CSR initiatives, and international presence reflect the company's overall
impact.
Chapter 3: Marketing Information of SNGPL
In this section, a detailed exploration of the marketing department's

organization, products, services, strategies, and SOPs is expected. This
information helps to establish a baseline for the subsequent analysis and
provides insight into how marketing operations are conducted.
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Chapter 4: Methodology
The methodology chapter explains how the research was conducted. It's
essential to justify your chosen methods (interviews, secondary data sources)
and explain how they align with your objectives. Discuss the tools you used
(SWOT, PESTEL, STP, 7Ps, BCG Matrix) and why they're appropriate for
this study.
Chapter 5: Marketing Assessment of SNGPL
This is the core of your project, where you apply the tools and methods to
analyze SNGPL's marketing performance.
SWOT Analysis: A detailed SWOT analysis of the marketing department's

strengths, weaknesses, opportunities, and threats will provide insights into its
internal dynamics.
PESTEL Analysis: Your analysis of political, environmental, social,
technological, economic, and legal factors should be robust. It will highlight
external forces that impact SNGPL's marketing strategies.
STP Analysis: Ensure your segmentation, targeting, and positioning analysis is
well-structured and aligns with SNGPL's offerings and target audience.
Marketing Mix Tools (7Ps): Break down each of the 7Ps for SNGPL, explaining
how they're executed. This will give a comprehensive view of how the marketing
department operates.
BCG Matrix: Your BCG Matrix analysis should categorize SNGPL's
products/services, highlighting their market growth potential and relative market
share.
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Critical Review:
My project's content is quite comprehensive and covers a wide array of

analysis techniques. However, it's important to focus on a few key areas:
1. Objectives: Objectives are specific, measurable, achievable, relevant, and

time-bound (SMART). Clear objectives will guide me research more
effectively.
2. Methodology Justification: Discuss in-depth why you chose the selected

tools for analysis. How do they provide a holistic understanding of SNGPL's
marketing strategies?
3. Data Collection: Ensure my data collection methods are robust and

reliable. Interviews should be well-prepared, structured, and relevant to my
objectives.
4. Analysis Depth: Each analysis (SWOT, PESTEL, etc.) should not just list
points but also offer insights and strategic implications. Go beyond surface-
level observations.
5. Integration:
In the final chapter, integrate the findings from different analyses to provide a
comprehensive view of SNGPL's marketing effectiveness.
6. Recommendations: Conclude my study with actionable recommendations

based on my analyses. These should align with the identified strengths,
weaknesses, opportunities, and threats.
7. Citations: Ensure all your sources are properly cited, including both
secondary and primary data.
8. Language and Presentation: Maintain a clear, concise, and professional

writing style. Proper formatting, headings, and subheadings enhance the
readability.
Page | 89
Chapter 7
Page | 90
CHAPTER 7
FINAL OBSERVATIONS AND PRACTICAL

ADVICE
Here is the conclusion and recommendations of your final year project:

Conclusion
The marketing assessment of SNGPL has revealed a number of strengths,
weaknesses, opportunities, and threats. The company has a strong brand
reputation and a loyal customer base. However, it faces challenges from
competition, the regulatory environment, and the need to invest in new
technologies.
The recommendations for improvement are as follows:
SNGPL should focus on its strengths, such as its brand reputation and its
loyal customer base.
SNGPL should address its weaknesses, such as its limited product
portfolio and its lack of focus on international markets.
SNGPL should take advantage of opportunities, such as the growing
demand for natural gas in Pakistan.
SNGPL should mitigate threats, such as the competition from other natural
gas providers and the regulatory environment.
Recommendations
Based on the findings of the marketing assessment, the following
recommendations are made for SNGPL:
SNGPL should continue to invest in its brand reputation and its customer
service.
SNGPL should expand its product portfolio to include more value-added
products and services.
SNGPL should focus on international markets, such as India and China.
SNGPL should invest in new technologies, such as smart meters and
renewable energy.
Page | 91
SNGPL should work with the government to improve the regulatory

environment for natural gas.
These recommendations are based on the assumption that SNGPL wants to
maintain its market leadership and grow its business. If SNGPL has different
goals, then the recommendations may need to be adjusted.
Overall, the marketing assessment of SNGPL has been a valuable exercise. It

has helped the company to identify its strengths, weaknesses, opportunities,
and threats. The recommendations will help SNGPL to improve its marketing
performance and achieve its goals.
Page | 92
Chapter
8 Page | 93
CHAPTER 8
RESOURCE LIST
1. Sui Northern Gas Pipelines Limited Official Website - www.sngpl.com.pk
2. SNGPL on Wikipedia -
en.wikipedia.org/wiki/Sui_Northern_Gas_Pipelines_Limited
3. SNGPL Annual Report 2021 - www.sngpl.com.pk/annual-reports.html
4. SNGPL on Pakistan Stock Exchange - www.psx.com.pk/
5. "Role of SNGPL in the Energy Sector of Pakistan" - Energy Policy Journal
6. "Challenges and Opportunities for SNGPL in Gas Distribution" - Industry
Analysis Report
7. SNGPL Customer Services Portal - www.sngpl.com.pk/customer-
services.html
8. "SNGPL's Initiatives for Energy Conservation" - Sustainability Report
9. SNGPL on LinkedIn - www.linkedin.com/company/sui-northern-gas-
pipelines-limited/
10. "Exploring SNGPL's Contributions to Pakistan's Economy" - Economic
Analysis
11. SNGPL on Facebook - www.facebook.com/sngplofficial/
12. "Gas Distribution Infrastructure Development by SNGPL" - Infrastructure
Report
13. SNGPL on Twitter - twitter.com/sngplofficial
14. "SNGPL's Role in Promoting Clean Energy" - Environmental Impact
Study
15. "Corporate Social Responsibility Initiatives of SNGPL" - CSR Report
16. SNGPL on Instagram - www.instagram.com/sngpl.official/
17. "Future Prospects and Challenges for SNGPL in a Changing Energy
Landscape" - Industry Forecast
18. "SNGPL's Contribution to Sustainable Development Goals" - UN
Sustainability Goals Report
19. "An Overview of SNGPL's Gas Distribution Network" - Infrastructure
Review
Page | 94
20. "SNGPL's Efforts in Gas Safety Awareness" - Safety Campaign Report

21. SNGPL's Role in Pakistan's Natural Gas Industry - Energy Sector Analysis
22. "SNGPL's Initiatives for Pipeline Modernization" - Infrastructure
Upgrades Report
23. "SNGPL's Impact on Local Communities and Employment" - Community
Development Report
24. "Investment Opportunities in SNGPL" - Financial Analysis Report
25. "SNGPL's Technological Innovations in Gas Distribution" - Tech
Magazine Feature
26. "SNGPL's Response to Energy Demand Fluctuations" - Energy Market
Insights
27. "SNGPL's Contribution to National Energy Security" - Security Analysis
Report
28. "SNGPL's Role in Promoting Green Energy Solutions" - Renewable
Energy Report
29. "SNGPL's Collaborations with International Energy Organizations" -
Global Partnerships
30. "SNGPL's Efforts in Reducing Gas Leakage and Losses" - Safety
Measures Report
31. "SNGPL's Role in Facilitating Industrial Growth" - Industrial
Development Review
32. "SNGPL's Efforts in Promoting Sustainable Gas Consumption" - Energy
Efficiency Report
33. "SNGPL's Engagement with Local Stakeholders" - Stakeholder Relations
Report
34. "SNGPL's Contribution to Gas Infrastructure Modernization" -
Infrastructure Update
35. "SNGPL's Initiatives in Providing Gas Access to Underserved Areas" -
Access Expansion Report
36. "SNGPL's Commitment to Ethical Business Practices" - Business Ethics
Review
37. "SNGPL's Strategies for Mitigating Gas Supply Challenges" - Supply
Management Report
Page | 95
38. "SNGPL's Role in Energy Transition and Diversification" - Energy

Transition Analysis
39. "SNGPL's Impact on Domestic Gas Prices" - Pricing Analysis Report
40. "SNGPL's Efforts in Promoting Gas-Based Transportation" -
Transportation Initiatives Report
41. "SNGPL's Role in Gas Sector Policy Advocacy" - Policy Influence Report
42. "SNGPL's Initiatives in Digital Customer Services" - Customer Experience
Review
43. "SNGPL's Approach to Environmental Sustainability" - Environmental
Initiatives Report
44. "SNGPL's Collaboration with Educational Institutions for Skill
Development" - Education Partnerships
45. "SNGPL's Contribution to Gas Research and Development" - Research
Insights
46. "SNGPL's Challenges in Balancing Gas Supply and Demand" - Energy
Market Challenges
47. "SNGPL's Role in Ensuring Gas Quality and Safety" - Quality Control
Report
48. "SNGPL's Efforts in Promoting Gas Awareness among Consumers" -
Public Awareness Campaign
49. "SNGPL's Response to COVID-19 Impact on Energy Sector" - Pandemic
Resilience Report
50. "SNGPL's Role in Strengthening Pakistan's Energy Security" - National
Security Report
Page | 96

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Government College University Faisalabad

SUI NORTHERN GAS PIPELINE LIMITED

Final Year Project

Professor Ayesha Farooqui

Department of Management Science

THE ORBIT INSTITUTE

Government College University Faisalabad

I want to start by expressing my profound gratitude and acknowledging Allah, the

Muhammad Waqas Bhatti

SNGPL's transmission system comprises high-pressure pipelines, compressor stations,

As part of its corporate social responsibility, SNGPL engages in activities that

In summary, SNGPL is a leading natural gas utility company in Pakistan, responsible

1.1 ENVIRONMENT OF THE PROJECT

The background of this project can be outlined as follows:

Analyzing the branding and market positioning of the firm.

Examining techniques for client segmentation and targeting.

Analyzing the success of promotional and advertising efforts.

Examining the channels of distribution and finding possible opportunities for

Analyzing customer satisfaction scores and customer relationship management

For SNGPL, the project is anticipated to produce a thorough marketing analysis

effectiveness should all be included. Benchmarking information and industry best

1.2 PROBLEM STATEMENT

1.3 OBJECTIVES OF PROJECT

The aims of my research on SNGPL in marketing are as follows:

1) To determine SNGPL’s internal and external environments.

5) To list the five competitive factors that makes up SNGPL.

An introduction to the project on SNGPL marketing analysis is given in Chapter 1.

objectives that will be addressed throughout the study on SNGPL’s marketing

● Name: Sui Northern Gas Pipelines Limited (SNGPL)

In Punjab, Khyber Pakhtunkhwa, and Azad Jammu & Kashmir, SNGPL

offering a reliable and environmentally responsible energy supply.

Here are some of the key achievements of SNGPL:

SNGPL is a significant economic force in Pakistan. Over 5,000 people are

SNGPL is a successfully managed and financially stable business. The

SNGPL is an important resource for Pakistan. The corporation is a significant

Some of the key milestones in SNGPL's history:

1963: SNGPL is incorporated as a private limited company.

SNGPL is a major player in the Pakistani energy sector, and it is committed to

2.2 VISION AND MISSION STATEMENTS

2.3 CORE VALUES

Core values of SNGPL are as follows:

Responsibility: Both individually and collectively, SNGPL is answerable

Integrity: As a group and as individuals, SNGPL possesses integrity. This

SNGPL is dedicated to provide a reliable supply of natural gas. The

SNGPL is dedicated to acting as a good corporate citizen. In the areas it

1. Begin by addressing the Board of Directors. The company's top authority is

6. List the Employees underneath the Managers. The day-to-day operations of

❖ General Manager Distribution (Several divisions)

Departments at Sui Northern Gas Pipelines Limited (SNGPL) include:

Here is a quick synopsis of what each key department does:

Department of Commerce: The Department of Commerce is in charge of marketing and

Technical department: The pipeline network of the corporation is engineered and

Department of human resources: The human resources division is in charge of hiring,

and development opportunities, and recruit and hire skilled personnel.

Department of Information Technology: The department of Information Technology is

Department of Corporate Affairs: The department of Corporate Affairs is in charge of

Rewards & Recognition:

2.7 AWARDS AND RECOGNITIONS

The President's Award for Excellence in Safety (2022): The President of

In addition to these awards, SNGPL has also been recognized by a number of

The Asian Development Bank,

2.8 SNGPL CORPORATE SOCIAL RESPONSIBILITY

Studies: To help students from disadvantaged backgrounds continue their

Health: SNGPL backs a variety of activities in the field of medicine,