Term Report of Marketing

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MARKETING PLAN

OF

FOR MARKETING MANAGEMENT COURSESUBMITTED BY: JUNAID AKHTER KHAN (4285)

OVAIS ALI KHAN (4372)

RAMEEZ NAFEES (3826)

SANA NAZ (3754)

SUBMITTED TO: SIR SANATULLAH

SUBMITTED DATE: 26TH

APRIL, 2011


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ACKNOWLEDGEMENT

It is high privilege for me to express my deep sense of gratitude to all those faculty

members who helped me in the completion of the project especially my internal guide Mr.Owais moeen who was always there at hour of need.

My special thanks to professor MS.Moona shamim for helping me in the completion of

term report work and its report submission.

JUNAID AKHTER KHAN (4285)



SANA NAZ (3754)


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LETTER OF TRANSMITTAL

Professor of Marketing management

Iqra university (Gulshan campus)

Gulshan-e-Iqbal

Karachi.

Dear Sir Sanatullah,

Here is the report you asked us to prepare on Marketing plan. After researching the topic, we have

found that Marketing plan creates a market approach and expansion of business .

All of the major points associated with Marketing planincluding issues surrounding Marketing

websites, the problems of nothing create any strategy and how many Organizations are applying these

tools. It concludes with suggestions for future research and investigation.

Thank you again for giving us the opportunity to do this task.

Sincerely,

JUNAID AKHTER KHAN (4285)



SANA NAZ (3754)


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Table of Contents

Synopses ....................................................................................................................................................... 6

Introduction and background ...................................................................................................................... 7

Mission statement ............................................................................................................................. 8

Vision statement ................................................................................................................................ 8

Objectives.......................................................................................................................................... 9

Departments of shabbir tile ............................................................................................................... 9

Problem statement..9

Broad area problem9

Current marketing situation10

Product situation10

Competitive situation.10

Distribution situation..10

Macro environment situation10

Opportunity and issue analysis.11

Opportunity analysis11

Threat analysis.11

Strength11

Weaknesses11

Marketing strategies11 & 12

Action program13

Projected profit & loss statement..13

Controls.13

Conclusion..13


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SYNOPSES

Weve seen, each product level (Product line, brand) with in a business unit develop a

marketing plan for achieving its goals. The marketing plan is one of most important outputs

of the marketing process. But what does a marketing plan look like? What does it contains?

Marketing plans have several sections.

A Marketing plan is a written document that summarizes what are the marketer has learned

about the marketplace and indicates how the firm plans to reach its marketing objectives. It

contains tactical guideline for the marketing programs and financial allocation over the

planning period. Its one of the most important outputs of the marketing process.

Marketing plans are becoming more customer and competitor oriented, better reasoned and

more realistic than in the past. They draw more inputs from the all functions and are team

developed, planning is becoming a continuous process to respond to rapidly changing

market conditions.

Most marketing plans cover one year in 5 to 50 pages. The most frequently citedshortcomings of current marketing plans, according to marketing executives are lack of

realism, insufficient competitive analysis and a short run focus. Working with in the plans

set by the levels above them. Product managers come up with a marketing plan for

individuals product, lines, brands, channels, or customer groups. Each product level,

whether product line or brand, must develop a marketing plan for achieving its goals.


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INTRODUCTION AND BACKGROUND

SHABBIR TILES & CERAMICS LIMITED (STCL) is founded by the House of Habib

(www.hoh.net) in 1978 with strategic and technical collaboration of Agrob Anlagenbau

GmbH of West Germany. SHABBIR TILES & CERAMICS LIMITED was the first private sector

enterprise in the Ceramic field in Pakistan.

The Company is listed at Karachi, Lahore and Islamabad Stock Exchanges and is also

member of Karachi Chamber of Commerce & Industry, Pakistan Ceramics & Sanitary

Manufacturers Association, Pakistan. Sanitary marchants association and landhi association

of trade and industry.

The Company Brand STILE enjoys leading position in the Ceramic and Porcelain Tiles

industry in Pakistan, as our products are of international quality standards and we believe in

constant product development. We offer wide range of sizes, colors, and designs in

Porcelain and Ceramic tiles and other allied products, conforming to high quality standards

of durability and aesthetic values. The Company has successfully diversified into some allied

building material products and have been achieved considerable success in marketing DIY

(DO IT YOURSELF) products of Laticrete International Inc., a renowned building material

manufacturer of U.S.A. We are Exclusive Licensee of Laticrete for Pakistan and Afghanistan.

We are also marketing latest designs of High Quality Bathroom Accessories under our

popular brand name of STILE in association with international partners.

With our strong dealers and distribution network we are spread all over Pakistan. Our

offices, located at Karachi, Lahore, Multan, Faisalabad, Islamabad and Peshawar, always

ensures the best of their services to the valued consumers. Further, to provide maximum

services to STILE Consumers under one roof, the Company has opened company operated

outlets all over Pakistan named as THE STILE EMPORIUM.

We have successfully obtained Certification of Quality Management System under ISO

9001:2000 from Lloyd Quality Assurance. The Company is amongst the top 25 Companies

of Pakistan awarded Trophy and Shield by Karachi Stock Exchange in recognition of their

performance. We have has been awarded with prestigious Certificate of Corporate

Excellence by Management Association of Pakistan for two consecutive years.

The STCL plants, based in Karachi, incorporate the latest European technologies &

techniques to manufacture high class products that conform to European standards. The

Company is utilizing its full production capacity of about 12 million Square Meter per year to

manufacture Porcelain and Ceramic tiles of international quality in different sizes and colors,

employing the latest technology and state-of-the-art machinery imported from Italy.

We proud to be a one stop shop for our valued consumers providing Wall tiles, Floor tiles,

Installation Material, Floor Skirting, Aqua jet Patterns, Floor Grating and Bathroom

accessories all under the brand nameof STILE to ensure comfort and satisfaction of the

consumer.


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MISSION STATEMENT

Our Mission is to maintain our position as the leader in the tile industry in Pakistan and for

this purpose we will continue to focus on:

We are committed to quality products and will provide our customers with innovative sizes,designs and color scheme that they will be delighted to have and shall provide them with

excellent services to earn their loyalty

We shall treat our employees fairly and shall provide conducive working environment forthem to learn and to grow with the company.

The company shall earn adequate profits for its progress and growth and for providingreasonable return to its stakeholders.

VISION STATEMENT

While enhancing our "Stile" Brand as a Market Leader, Focusing our Human Capital,

continues to delight our Customers in the field of Building Materials, Offering Best Quality

Innovative Products at Prices Be-Fitting Stile Brand. Improving, Efficiency, Conserving

Energy and being Environmental Friendly. Taking into account the Stakeholders Interest


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OBJECTIVES

The main purpose of this term report is analyze the attitudes and job satisfaction level that

will help us to better understand the organization behavior. Here we are going to see the

impact of these components to organization.

Departments of shabbir tile

Accounts/finance. Sales. Marketing. Auditing. Manufacturing.(unit 1 and 2) Store department. Purchasing. Human resources. Research and development.

PROBLEM STATEMENT

The impact of attitudes and job satisfaction of an employees to an organization enhancing

the betterment of productivity.

BROAD AREA PROBLEM

An organization is excelling in business market but the main impact is an attitudes and job

satisfaction of an employees.


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CURRENT MARKETING SITUATION

The tiles market accounts for approximately. Sales are going and excelling every year. The

primary buyers are up scales consumers ages 20 to 40 who want to purchase a better quality

tiles but dont want to use an ordinary and non durable tiles. They want to buy a beautiful,

luxurious and glamorous tiles produced by a name they can trust. They want a tiles whose looks

fit in the houses, companies etc.

PRODUCTION SITUATION

The production capacity of your company enhanced from 3.370 million to 4.570 million sqm

from 1st

October, 2010 and your company has achieved highest production in the month of

October, 2010 during the period under review. with the increased in production, the fixed cost

per sqm has reduced which ultimately will have positive impact on bottom line.

During the period under review, sales stood at Rs.1.129 billion as compared to Rs.771 million of

corresponding period of last year increased by Rs.358 million resulting in a growth of 46%. The

profit before taxation has also increased to Rs.79.672 million from Rs.72.117 million of

corresponding period of last year due to higher sales volume and austerity in expenses with an

earning per share of Rs.1.74.

COMPETITIVE SITUATION

Stile major competitors in the tiles market are S Abdullah, Master tiles and National tiles.

Each competitors has a specific strategy and stability in the market. For example offers 15%

tiles covering the whole price range, sells primarily in department stores and discount stores. It

plans to dominate the market through product proliferation and price discounting. Stile every

time focus on product quality and goals. Stile is also focus on competitors strategy and

activities.

DISTRIBUTION SITUATION

Stile sets are sold through outlets, department stores like Makro wholesale centre, discount

stores, furniture stores and email order. Stile sells % through department stores, % through

discount stores, % through furniture stores and % through email order.

MACRO ENVIRONMENT SITUATION

About 50% of Pakistani households now have a stiles. As the market approaches saturation

effort must be turned to convincing consumers to upgrade their tiles quality. The economy is to


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be higher which means peoples will purchase more tiles. The china have designed new and

more tiles product line that pose a challenge to conventional productive lines.

OPPORTUNITY AND ISSUE ANALYSIS

The product manager proceeds to identify the major opportunities/threats, strength/weaknesses and issues facing the product line.

OPPORTUNITY ANALYSIS:

Consumers are showing increased interest in more tiles so Stile should considerdesigning more varieties of tiles.

10-15 countries are willing to purchase our tiles if Government of Pakistan support us.THREAT ANALYSIS:

An increasing number of consumers are buying their tiles in mass merchandise andoutlets in which competitors has weak representation.

An increasing number of upscale consumers are showing a preference for beautifuldesigning tiles and we dont have any product line.

The Federal government is on the verge of passing a more stringent product-safety lawso we can consider product redesign work.

STRENGTH ANALYSIS

Stile name has an excellent product awareness and a high quality image. Stile has an excellentservice network and consumers know they will get quick installation services.

WEAKNESS ANALYSIS

Stile promotion strategy is not demonstrably better. Promotion strategy can make a big

difference in product choice. Stile is budgeting only 10% of its sales revenue for advertising and

promotion while some competitors are spending twice that level.

MARKETING STRATEGIES

TARGET MARKETTargeting upscale households, big organizations and big business market countries for

selling.

POSITIONINGSets the positioning in product line with best quality and reliable.


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PRODUCT LINELess consuming tiles sets lower prices and more consuming tiles sets high prices.

PRICEStile always set price of the product above from competitors.

DISTRIBUTION OUTLETSStile displays our tiles in authorized outlets and Makro wholesale centre.

SALES FORCEThere is nothing need to do the sales force strategy for product. Stile uses the 20% of

sales force at business exhibitions and department stores like Makrowholesale

centre.

SERVICESStile provides a installation services to all kind of customers. Stile also provides an

advisory services. What kind of polishing material use for tiles.

ADVERTISINGStile nothing need to advertisement in television. Stile is just use the social networkingplatforms like facebook, linked in and Official web site for advertisement purposes.

SALES PROMOTIONAccording to Stile policy, if any customer who will purchase tile products in bulk quantity

so they will be get 10% discount.

RESEARCH AND DEVELOPMENTStile increases our expenditure 50% of research and development for better quality and

styling product line.

MARKETING RESEARCHStile every time focus on activities of competitors. The marketers explore the business

markets through internet resources in the whole world. Marketer also focus on an


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advertisement of competitors. The management of stile sets the 20% budget for

marketing research.

ACTION PROGRAMS

The implications of four questions applied in stile. First one How much will it cost?. This is amain responsibility of finance and account department. The remaining three questions are

what will be done?, when will it be done?, and who will do it?. The answer of these

questions will be done by GM Marketing.

PROJECTED PROFIT AND LOSS STATEMENT

The Chief.Financial.Officer of Stile sets the sales volume in units, the average price, cost of

production, physical distribution etc. C.F.O once in a year budget has been prepared. Higher

management will review, approve or modify it. C.F.O is also prepares budget for developing

plans and schedules for material procurement, production, scheduling, employee recruitment

and marketing operations.

CONTROLS

An executives and head of departments set the goals and targets for each month or quarter.

Higher management can review the results each period and identify business are not attaining

their goals. An executives should consider price wars or strikes. The H.O.D must explain what is

happening and the action they improve plan fulfillment.

CONCLUSION

According to our comprehensive survey found that more companies have discovered the

marketing concept and set their purpose as that of acquiring and satisfying customers rather

than producing goods or services. Business plans are more customer and competitors oriented

and better reasoned and more realistic than they were in the past. The plans draw more inputs

from all the functions and are team developed. Marketing executives increasingly see

themselves as professional managers first and specialists second. Senior management is

becoming more involved in making and/or approving marketing decisions and planning is.

Term Report of Marketing

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