value communication - final

7/28/2019 Value Communication - Final

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Muhammad Amir Mushtaq

EX-M.B.A. Fall-12-058

VALUE COMMUNICATION


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GUL AHMED


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GUL AHMED

Leader in textile mills

Quality products

Oldest brand

Diversification


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Vision Statement

Customer is the mirror of your market ing

efforts.


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Mission Statement

This is based on the target audience, marketing

positioning and the marketing mix. The company can

choose from the following

Informative: Aim is to create awareness and knowledge

of new products

Persuasive: Aims to create liking , preference,

conviction and purchase

Reminder: To stimulate repeat purchase

Reinforcement: To convince current purchasers they

have made the right choice


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MARKETING COMMUNICATIONS

Advertising is a paid form of non personal presentation

and promotion of ideas, goods, and services by an

identified sponsor

The advertising program involves making five major

decisions known as the five Ms

Mission: What are the advertising objectives

Money: How much can be spent? Message: What message should be sent?

Media: What media should be used?

Measurement: How should the results be evaluated.


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Slogan

IDEAS THAT MAKE A HOME This emotional communication strategy is

further elaborated by assuring the customersof classy, exclusive and special designs made

by Gul Ahmed.


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Social Responsibility Review

The company must

make sure it does not

violate any social and

legal norms. Some

companies build ad

campaigns on a

platform ofresponsibility.


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Deciding on Media and Measuring Effectiveness

This involves finding the most cost effective

media to deliver the desired message to the

target audience. The steps include;

1. Choosing the media based on desired reach,

frequency and impact.

2. Choosing among major types.


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Gul Ahmeds Marketing Segmentation

It is segmentation on the basis of :

GenderMale & Female

IncomeUpper and Middle Class

LocationOnly developed cities of Pakistan


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Marketing Mix


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Gul Ahmeds Market Positioning

Gul Ahmed is a brand leader itself and is in a

good position than its competitors. Gul

Ahmeds products are according to customers

needs. Customers feel satisfied and contended

because of the quality and comfort.


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Product line of Gul Ahmed

Fabric

Bed-linen

Curtains

Yarn


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Fabric

Bed-linen

Curtains

Yarn


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Fabric

Bed-linen

Curtains

Yarn


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Male


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Male


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Male


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Bed-Linen


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Bed-Linen


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Curtains


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Curtains


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Product Attributes

Quality

Unlimited range of

designs

Wide range of colours


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Branding

With the passage of years Gul Ahmed has

made its very good reputation in the market.

Gul Ahmed, as a brand, is a symbol ofQuality, Style, Comfort and Satisfaction and

this is all seen in its products.


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Product Support Service

Gul Ahmed manufactures and sells cloth so

it does not provide product support services

to its customers because they are notrequired. Else Gul Ahmed welcomes any

complaints and suggestions to improve its

products.


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Promotion Tools

The vital promotion tools used by Gul Ahmed

are:

Advertising

Sales promotion

Public relations

Personal selling

Direct marketing


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Advertising Tools:

Banners / Posters

TV Commercials

Magazines

Customer database


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Banner / Poster


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Commercials


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Sales Promotion

Devices used in sales promotion include:

Coupons

Samples


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Events

News conferences

Seminars

Outings

Trade shows

Exhibits

Contents

Competitions Anniversaries


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THANK YOU

value communication - final

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