Marketing Plan Project of NLC Pearl

7/30/2019 Marketing Plan Project of NLC Pearl..

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Marketing Plan Project of NLC-Pearl

Group Name: Up for Honors

Group Members:

Ubaid Ullah Ikram BB083002

Bilal Abdul Qayyum BB083036

Taimoor Nawaz BB083061Hassan Jameel BB083016

Sohail Kafeel BB083059

Principles of Marketing BBA Section 1

Course Instructor: Miss Sidra Paracha

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We are heartily thankful to our teacher, Miss. Sidra

Paracha, whose encouragement, guidance and support

from the initial to the final level enabled us to develop an

understanding of the subject.

Lastly, we offer our regards and blessings to all of those

who supported us in any respect during the completion of

the project.

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We dedicate this effort first of all to ourParents who are

the most helpful in the manner of encouragement and

secondly to our teacherMiss. Sidra Paracha, who gave

us this worthy opportunity to learn a lot & prove ourabilities.

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Table of ContentsIntroduction....................................................................................................................6

Products..........................................................................................................................6

Current Market Situation................................................................................................8

Competitors....................................................................................................................9Marketing Strategy.........................................................................................................9

Product Positioning:.................................................................................................10

Promotion Strategy:..................................................................................................10

Pricing:.....................................................................................................................10

Distribution Review.............................................................................................10

Distribution Strategy....................................................................................................10

Marketing Communication Strategy............................................................................11

Marketing Organization...............................................................................................11

Marketing Research......................................................................................................11

Swot Analysis...............................................................................................................11

Potentials:.................................................................................................................11Weakness:.................................................................................................................11

Opportunities:...........................................................................................................11

Coercion:..................................................................................................................12

Objective......................................................................................................................12

Issues............................................................................................................................12

Summary......................................................................................................................12

References....................................................................................................................13

Books............................................................................................................................13

Students Questionnaire.................................................................................................14

NLC-Pearl Management Questionnaire.......................................................................16

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Introduction

NLC-Pearl is a joint venture between REDCO Pakistan limited and National

Logistics Corporation. The company was incorporated in 2006 and its production

facility came online in august 2007. Huge investment has been made in importing

state of the art, totally automatic and fully computerized from M/s Masa Germany.

The plant produces hollow and solid concrete Blocks, Pavers and Kerb stones in

different sizes design and strengths. The plant has production capacity of 60,000

Blocks or 45500sft Pavers or 33200 Kerb stones per day, which makes it the largest

concrete block manufacturing facility in Pakistan.

Products

The company produces following products in different shapes and sizes keeping inview the demand of the household consumers and construction companies.

1. HOLLOW CONCRETE BLOCKS

2. SOLID CONCRETE BLOCKS

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3. INTERLOCKING PAVERS

4. KERB STONES

Current Market SituationCurrently we are marketing our product in the Azad Jammun Kashmir where the

victims of earth quake are building the new infrastructure. Also we are marketing our

products in Rawalpindi and Islamabad. We have to change the psyche of the peoplebecause from the ancient times people are using bricks so, that we have to create

awareness among people about our product.

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CompetitorsOthers companies are also producing same products and following are some key

competitors of the firm.

Izhar Group of Companies

Izhar group has been in this business since 1960 and due to its

technical and broader experience it is giving our company a tough

time. It has contributed its efforts in a lot of major projects through out

the country. It has the largest market share in this business. It also has

provided these products to Heavy Industrial Construction.

Envicrete

Envicrete is also a major key competitor of the company. Envicretealso provides a number of varieties in this product range. It is also

giving a tough competition to the company in this market. Envicrete

shares second largest share in the market and has a reputation of good

companies proving excellent products not only for new projects but

also for the renovation of old houses and buildings.

Hubcrete (PVT) LTD

Hubcrete being established in 1998 provides same products with a lot

of quality and has a good name in the market due to the expertise they

hire, their commitment, dedication, and sincerity in the line of work. Itis said to be the Ultimate Choice as the products are provided with

guaranteed quality and low pricing. The products are steam cured to

achieve maximum strength in minimum time and have precise

dimensional control and consistency.

Marketing StrategyMarketing strategy of our company is highly based on efficient distribution, quality,

and low prices. The target market is industrial projects and the secondary targetmarket is households and Government Organizations like NHA (National Highway

Authority). Our major purchasers include construction companies buying large

quantities of our all products.

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Product Positioning:

Our product in the eyes of our consumers are valuable because of there outrageous

quality and low pricing. The focus is on building brand image depending upon the

above describing principles.

Promotion Strategy:

Building NLC-Pearl as a brand is our main objective. The strategy defines on

increasing product efficiency and product consumption through tools high affordable

quality. A marketing campaign is soon to be established to promote the products on

the basis of affordability and easy use as well as this tool will also help promote the

firm.

Pricing:Our various product prices are explained through a simple table given below;

Product Type Price/Unit (Rs)

Hollow Concrete Blocks 29

Solid Concrete Blocks 32

Inter Locking Pavers (60mm) (Grey) 26

Inter Locking Pavers (80mm) (Red) 29

Kerb Stones (14inch) (Grey) 65

Kerb Stones (18inch) (Red) 75 Table 1

The prices are fixed yet affordable and competitive to survive in the market and this

pricing strategy is helping a lot to effectively increase our market share.

Distribution Review

The company has hired the services of private distributors; company offers the

distribution within Islamabad and Rawalpindi. The Distribution outside these

territories is on customers own basis.

Distribution StrategyThe company plans to establish sole distribution department for the local distribution

purposes, currently company hires the services of private distributors for the purposes.

This helps the competitive advantage on other competitors. This also helps arrange

special trade terms with gross volume customers.

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Marketing Communication StrategyTo aware people of the product our marketing agency will promote the product on

pulse basis. Messages in media will reinforce the brand differentially on the basis of

quality and pricing. Research about consumer behavior pattern helps us better

understand choosing appropriate media and tools for advertising and products

promotion. Coordination of public relations will be build for brand and differentiation

support. New credit terms are offered to attract customers. Tools of personal selling

and sales trade promotion will be used.

Marketing OrganizationMarketing department is organized in such a way that will help promote our product

efficiently and effectively. This will maintain our public relation, sales, and promotion

campaigns.

Marketing ResearchMarketing research identifies specific target market, market segments, and their

extreme value. Customer attitude towards products and competitive brands is

understood through surveys, focus groups, and market tests. Consumer satisfaction

analysis will be held to determine our messages efficiency and effectiveness.

Swot Analysis

Potentials:

Our biggest strength is fully automated plant having latest technological needs. It

produces more effective and efficient and also quality products. Our distribution in

local area helps us give an advantage to other competitors because the plant is situated

in Islamabad and the merging with NLC (National Logistics Corporation) helps give

us access to the potential Government Sector. Our Pricing strategy is much more

affordable so, this give us an upper hand to our competitors.

Weakness:Many potential household and building firms doesnt have awareness about our

products making this one of our weaknesses and the other one is being new in the

business there is lack of brand awareness.

Opportunities:

CDA (Capital Development Authority) tends to build new infrastructural units within

the city like underpasses and flyovers also the maintenance is being done to the older

units this increases the demand of our products automatically.

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Coercion:

The downfall we are facing now days is the unawareness of people about our products

so; we are still trying our best to with stand this situation and to make good profit

margins. The new entries in this industry are also affecting us and we have to reduce

our prices to some extent.

ObjectiveOur biggest objective is to become a leading blocks manufacturing company in

Pakistan. As we have a fully automated machinery which enables us to achieve our

objective of quality products in a minimum span of time. This is not a very difficult

task to achieve we are considering all our potentials to be fully utilized to achieve this

objective.

IssuesAs the current situation is going in Pakistan law and order is a big issue to achieving

our objective. Our marketing department is working on new advertising campaigns to

achieve the maximum results. We should create a distinctive brand image in our

potential target market.

SummaryAt the end if we want to survive in the market as a strong competitor we should have

to make strong, good, and convincing strategies. The current strategies should be

reviewed in order to promote our product in the market. As well as the pricing and

distribution strategy must reviewed and after revision should be modified.It is the need of the hour to make a good and strong distribution department which

over views the all the product distribution. The cost of the distribution of the products

must be favorable and affordable to our clients.

We should make a sound pricing strategy which enables us to achieve our objectives

effectively and efficiently.

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References

1. http://www.nlcpearl.com/

2. http://www.dancement.co.in/images/hollow-concrete-blocks_29.jpg

3. http://www.buildland.co.uk/images/products/building-blocks/solid-concrete-

block100.png

4. http://www.pioneercm.com/pics/masonry/mas_mats_pavers1.jpg

5. http://www.indiamart.com/apmvtiles/pcat-gifs/products-small/kerb-

stone_10802032.jpg

6. http://www.izhar.com/index.html

7. http://www.envicrete.com/index.asp

8. http://www.hubcrete.com/aboutus.html

9. http://www.google.com

10. http://www.quickmba.com/marketing/plan/

11. http://www.asiamarketresearch.com/

Books

Principles of Marketing11th edition by Philip Kotler and Gary Armstrong.

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http://www.quickmba.com/marketing/plan/http://www.asiamarketresearch.com/http://www.asiamarketresearch.com/http://www.quickmba.com/marketing/plan/


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Professional

Partially

Professional

Amateur

Students Questionnaire

Q: Have you ever heard about NLC-Pearl?

Q: How was

the

management?

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YES

NO

73% 27%

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Integrated

Partially

Automated

Loop Holes

Q: How was the human machine interaction?

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YES

NO

YES

NO

Partially

Relevent

No

NLC-Pearl Management Questionnaire

Q: Did any university visit your plant before?

Q: Did student show interest in your presentation?

Q: Were the questions asked by the students relevant?

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50%50%

12%88%

12%10%78%


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YES

NO

Q: Would you like to see us again at your plant?

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100% 0%


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Documents

Marketing Plan Project of NLC Pearl