Air University Aerospace &

Aviation campus Kamra

Submitted by: Zainab Sattar

Registration no: 205394

Submitted to: dr danish Habib

Subject: consumer behavior

Date of submission: 20-04-2023

Final project

BBA 6th semester

Department of business administration

Table of Contents
History........................................................................................................................................ 3

Vision ......................................................................................................................................... 3

Mission ....................................................................................................................................... 3

MARKETING MIX ................................................................................................................... 3

Product: .................................................................................................................................. 3

Price: ...................................................................................................................................... 4

Placement: .............................................................................................................................. 4

Promotion:.............................................................................................................................. 4

Pricing strategies ........................................................................................................................ 4

Competitive pricing table ........................................................................................................... 5

ADVERTISEMENTS (GOAL SETTING) ............................................................................... 5

NEGATIVE MOTIVATION ................................................................................................. 7

Placements of Gul Ahmed ......................................................................................................... 9

Industry Analysis Major Players of the Market ....................................................................... 10

 Nishat Mills Limited ..................................................................................................... 10

 Sapphire Textile Mills Limited: .................................................................................... 10

Consumer Personality and Behavior ........................................................................................ 10

BCG matrix .............................................................................................................................. 11

History
The group began trading in textiles in the early 1900’s with all its know-how and experience,
the group decided to enter the field of manufacturing, and Gul Ahmed Textile Mills Ltd. was
incorporated as a private limited company, in the year 1953. In 1972 it was subsequently listed
on the Karachi Stock Exchange. Since then the company has been making rapid progress and
is one of the best composite textile houses in the world. A mill is presently a composite unit
with an installed capacity of 103,000 spindles, 220 wide-width air jet looms, 90Sulzer, 297
conventional looms, and a state-of-the-art processing and finishing unit. Gul Ahmed’s fine
textile products represent a unique fusion of the East's century-old traditions and the West's
latest textile technology. The purest of cotton fibers, produced from the fertile lands of the
Indus Valley, are spun, woven, and processed into the finest quality cotton and blended
products through a combination of the latest technology, skills, and craftsmanship of this
traditional industry. In recognition of Gul Ahmed’s commitment towards the safety of their
processes and products, Ahmed Textiles have been awarded Oeko–tex Certification. The
management system of Gul Ahmed Textile Mills Ltd. has been assigned and certified as
meeting the requirements of SA (social accountability).

Vision

Setting trends globally in the textile industry. Responsibly delivering products and services to
our partners.

Mission

To deliver value to our partners through innovative technology and teamwork. Fulfilling our
social and environmental responsibilities.

MARKETING MIX
Product: Gul Ahmed’s products can be defined into four broad categories which are as
follows:

1. Lawn

2. Apparel

3. Home Textile

4. Institutional Textile
The attribute they offer is quality, an unlimited range of designs, a wide range of colors, styles,
etc.

Price: Gul Ahmed initially started catering needs of the people belonging to the middle class
sometime back and then shifted its target market to the upper-middle class and upper class.
Over the years Gul Ahmed has changed its pricing strategy very efficiently and is now utilizing
the following pricing strategies:

1. Cost-based pricing

2. Product line pricing

Now Gul Ahmed is also targeting the upper middle class through Promotional Pricing.

Placement: Distribution channels are different for local and export orders; Gul Ahmed has its
transportation for the distribution to the retail outlets in Karachi but for the other cities Gul
Ahmed has contracted with the transportation companies for distribution. Exports are done by
the direct shipment dates and the destination provided by the customer. Moreover, Gul Ahmed
is retailing directly in their IDEA stores and also through very selected retailers across the
country.

Promotion: So far Gul Ahmed has been advertising using billboards, magazines, TV
commercials, and social networking sites. The sales promotions have been limited to seasonal
sales and discounts.

Pricing strategies
Gul Ahmed uses a combination of pricing strategies to appeal to different segments of the
market. Here are some of the pricing strategies used by Gul Ahmed:

1. Penetration pricing: Gul Ahmed uses penetration pricing to enter new markets or to
compete with other brands by offering lower prices for their products. This pricing strategy
allows the brand to attract new customers who are price-sensitive.

2. Premium pricing: Gul Ahmed uses premium pricing for its high-end products such as
luxury lawn collections and bridal wear. The brand sets higher prices for these products to
create a perception of exclusivity and to cater to customers who are willing to pay more for
premium quality.
 3. Bundle pricing: Gul Ahmed offers bundle pricing for its products such as shalwar kameez
sets, which include multiple items at a discounted price. This pricing strategy encourages
customers to buy more items at once and can help increase sales.

4. Promotional pricing: Gul Ahmed uses promotional pricing to offer discounts and special
deals to customers during certain periods, such as Eid and other holidays. This pricing
strategy helps attract customers and boost sales during peak seasons.

5. Psychological pricing: Gul Ahmed uses psychological pricing techniques such as ending
prices with 9, for example, setting a price of Rs. 999 instead of Rs. 1000, to create the
perception of a lower price and encourage customers to buy the product.

Overall, Gul Ahmed's pricing strategy is designed to cater to a wide range of customers
with different budgets and preferences.

Competitive pricing table

Product Gul Ahmed Price Khaadi Price Alkaram Studio Price Sana Safinaz Price

Lawn Suit Rs. 5,500 Rs. 6,000 Rs. 5,500 Rs. 6,500

Chiffon Suit Rs. 8,000 Rs. 9,000 Rs. 8,500 Rs. 10,000

Silk Suit Rs. 12,000 Rs. 13,000 Rs. 11,500 Rs. 15,000

Pret Wear Rs. 3,000 Rs. 3,500 Rs. 3,200 Rs. 4,000

Winter Shawl Rs. 6,500 Rs. 7,000 Rs. 6,800 Rs. 8,000

ADVERTISEMENTS (GOAL SETTING)

Gul Ahmed was once a brand that used to put up posters of its new collection but since it has
turned into a big brand that can be termed as a textile giant thus now the new collection is
compiled into a professional catalog that is available in over three-dozen stand-alone Ideas
stores nationwide. One of the most important and widely used marketing and advertising
techniques that are used under OOH Advertising is billboards. In Pakistan, billboard
advertising is very famous and fruitful too. The advertisements of Gul Ahmed are very realistic
based on the reality of society many times they have highlighted the stereotypes as well. Their
advertisements have never unrealistic expectations for their products thus their customers are
never dissatisfied as a result of advertisements.

POSITIVE MOTIVATION

Most of the Gul Ahmed’s

advertisements spread positive
motivation for attracting customers
like “YOLO Collection”, “Summer
Collection” and “Festive Collection”.
NEGATIVE MOTIVATION

Some advertisements reflected negative motivation too; Gul Ahmed even launched campaigns
highlighting the stereotypes of society like “Mein perfect hoon” and “No Dar No Darr”.

#MeinPerfectHoon
 RATIONAL MOTIVES

Some advertisements project rational

motives showing price discounts to
attract customers.

EMOTIONAL MOTIVES

Gul Ahmed has projected emotional

motives on some occasions like
Independence Day, showing their love
for the country
Placements of Gul Ahmed
1. Retail Stores: Gul Ahmed has more than 100 retail stores across Pakistan, located in major
cities such as Karachi, Lahore, Islamabad, and Faisalabad. These stores offer a wide range
of Gul Ahmed products, including fabrics, apparel, and accessories.

2. E-commerce: Gul Ahmed has an e-commerce website, which allows customers to

purchase products online from anywhere in the world. The website offers a seamless
shopping experience with features such as product search, shopping cart, and online
payment options.

3. Mobile App: Gul Ahmed has a mobile app that allows customers to browse and purchase
products on the go. The app offers a user-friendly interface and allows customers to track
their orders and receive updates on new products.

4. Wholesale: Gul Ahmed sells its products to wholesalers who then distribute them to
smaller retailers in different parts of the country. This allows the company to reach a wider
audience and cater to the needs of customers in different regions.

5. International Distribution: Gul Ahmed exports its products to countries such as the
United States, Canada, the United Kingdom, and the Middle East. The company has
established partnerships with international distributors to make its products available in
these markets.

6. Social Media: Gul Ahmed has a strong social media presence on platforms such as
Facebook, Instagram, and Twitter. The company uses social media to engage with
customers, promote its products, and showcase its latest collections.

7. Trade Shows: Gul Ahmed participates in trade shows and exhibitions in Pakistan and other
countries to showcase its products and reach potential customers. This allows the company
to generate leads, network with other businesses, and stay up-to-date with the latest industry
trends.

Overall, Gul Ahmed's placement strategy is designed to ensure that its products are easily
accessible to customers through multiple channels, both online and offline. This allows the
company to reach a larger audience and cater to the needs of customers who prefer to shop
through different channels.
Industry Analysis Major Players of the Market
Two major competitors of Gul Ahmed in the Pakistani textile industry are Nishat Mills Limited
and Sapphire Textile Mills Limited. Here are some details about these companies and their
marketing mix:

 Nishat Mills Limited: Nishat Mills Limited is one of the largest textile companies in
Pakistan and a major competitor to Gul Ahmed. The company's marketing mix includes:

Product: Nishat Mills offers a diverse range of products including fabrics, apparel, and home
textiles. The company's products are known for their quality and innovative designs.

Price: Nishat Mills' pricing strategy is competitive and it offers different price points to cater
to a wide range of customers.

Place: The company has a wide distribution network and its products are sold in both domestic
and international markets. Nishat Mills also operates its retail stores across Pakistan.

Promotion: Nishat Mills' promotional activities include advertising campaigns, participation

in trade shows, and sponsorship of events. The company also engages with customers through
social media platforms and its website.

 Sapphire Textile Mills Limited: Sapphire Textile Mills Limited is another major
competitor to Gul Ahmed in the Pakistani textile industry. The company's marketing mix
includes:

Product: Sapphire Textile Mills offers a diverse product portfolio including fabrics, apparel,
and home textiles. The company's products are known for their quality and contemporary
designs.

Price: Sapphire Textile Mills' pricing strategy is competitive and it offers different price points
to cater to a wide range of customers.

Place: The company has a wide distribution network and its products are sold in both domestic
and international markets. Sapphire Textile Mills also operates its retail stores across Pakistan.

Promotion: Sapphire Textile Mills' promotional activities include advertising campaigns,

participation in trade shows, and sponsorship of events. The company also engages with
customers through social media platforms and its website.

Consumer Personality and Behavior Towards Gul Ahmed

Gul Ahmed attracts men and women both with its uniqueness in designs which are perceived
as very “decent” in society. The brand audience is mature as it comes off a traditional brand
which sets well with its history in society. The quality of fabric and decency of designs/prints
comes off as the distinct feature of Gul Ahmed. The brand’s muse has always been the woman
who wants to look classy without being too edgy. It’s a traditional brand that has moved along
with the upcoming trends of society but held its roots as well.

#MeinPerfectHoon campaign by Gul Ahmed back in 2017 took everyone with a pleasant
surprise as it addressed the women of our society and in a way stood up for them. The concept
comes from a deep-rooted problem in our society – the way we raise our girls. Women in our
society come with a lot of burdened expectations as society imposes the idea of perfection in
all aspects of life. The #MeinPerfectHoon campaign targeted women who doubt their self-
image every single day. Gul Ahmed’s campaign presented the idea: ‘Don’t let others’
judgments about you, convince you that you have flaws, or make you think less of yourself.’
This campaign led Gul Ahmed into the doorways to the modern-day youth market as well.

Gul Ahmed is a signature brand for many men in our society, especially the ones who belong
to the age group of 40-60. As this age group belongs to the men who are more stable in life,
their personalities would not change drastically, have a set life, and are not usually looking for
any extravaganza. The brand presents the same as well i.e. stability, decency, uniqueness, and
something you can trust, whether it is the colors Gul Ahmed comes with or the quality of the
fabric. Gul Ahmed’s brand personality is based on the trait of competence. Consumers who
view themselves to be on the same personality traits are willing to buy Gul Ahmed products.

Gul Ahmed products attract consumers in our society who are self-sufficient and rely on
themselves instead of giving ears to others’ opinions about themselves. They choose these
products regardless of their price as it satisfies their need for uniqueness and the high-quality
standards, they have set for themselves. The Gul Ahmed products are promoted by people
within the family. The confidence level of people who buy from Gul Ahmed is always high
which is depicted in their word-of-mouth publicity of the brand. The inner directedness of
consumers shows how people rely on their inner values and confidence in Gul Ahmed when it
comes to evaluating new arrivals. They see Gul Ahmed as a year-round brand that can satisfy
their needs at all times.

BCG matrix