Presented By:

LAYOUT• Introduction• Vision, Mission, Objectives, Aims• Product Line• Machines & Plants• Bed & Bath• Production Capacity & Export Analysis• Marketing Strategies• Competitors• SWOT Analysis• Diversification• STP• Marketing Research

INTRODUCTION

• Established in 1973 as sole proprietorship• 1976 as partnership• 1982 as a Private Limited Company• Manufactures and Exports men’s, ladies and kids wear• They are the main exporters to Wal-Mart (60%), Sears (20%)

and Others (20%)• Main units are Towels, Bedding and Garments• The processes they undergo are spinning, weaving, dyeing,

bleaching, mercerizing, curing and finishing

VISION

To provide quality products to customers and explore new markets to promote/expand sales of the company through good governance and foster a sound and dynamic team, so as to achieve optimum prices of products of the company for sustainable and equitable growth and prosperity of the company.

MISSION

To sustain as a market leader and premier manufacturer of home textile quality products with a firm commitment to provide better workplace environment to workers and to company with EMS standards.

OBJECTIVES

• Maximizing Profits• Enhancing and Innovating • Sharing active role in the growth of National

Economy• Increasing market penetration in Global markets• Dominate export sales volume• Investing in yarn production

AIMS

• Improving Pakistan’s export performance

• Product acceptance into key markets

• Efficient use of raw materials

• Value added products

• New development in weaving and processing sector to get better quality and higher productivity.

PRODUCT LINE• Terry towels • Kitchen linen• Aprons• Curtains• Comforters• Quilt covers• Bed in a bag• Hand towel• Bath robe• Duvet covers• Knitted bed sheets• Knitted garments

MACHINES & PLANTS• Osthof singeing and desizing machine• Kuester continuous mercerizing machine• Beta calendaring machine• Mac systems• CST ink jet graving• Compaction machine• Soft set machine• Computerized comforter quilting machine• Waste water treatment plant• Wadding machine

BED & BATH

• Established in 1999 in Karachi

• Has 14 branches nationwide including Karachi, Hyderabad, Lahore, Sialkot, Faisalabad, Islamabad

• Leader in exclusive, high quality, modern designs and good service

PRODUCTION CAPACITY

• Towels- 150,000 lbs. Per day• Quilt covers- 10,000 sets per day• Bed spreads- 1,000 sets per day• Shower curtains- 6,000 pieces per day• Aprons- 6,000 per day• Table covers- 8,000 pieces per day• Bed sets- 15,000 sets per day• Comforters- 8,000 sets per day• Lined curtains- 3,000 pairs per day• Kitchen towels- 60,000 pieces per day• Jersey bed sets- 12,000 sets per day

EXPORT ANALYSIS

• 1998-1999 $62 million 2003-2004 $100 million• 1999-2000 $70 million 2004 -200 $125 million• 2000-2001 $72 million 2006-2007 $135 million• 2001-2002 $75 million 2007-2008 $150 million• 2002-2003 $85 million 2008-2009 $155 million

MARKETING STRATEGIES

COST LEADERSHIP• Offer relatively standardized products (towels,

garments and bedding items)• Provide customers with prices less than those of

competitor goods• Minimum level of differentiation ( quality)• Scope of business activities is broader

PLC

Maturity stage: • Competition with similar goods• Objective is to defend market share with maximum

profits

COMPETITORS

• AL KARAM TEXTILE MILLS ( 55% exports)

• FEROZE TEXTILE MILLS ( 60% exports)

SWOT ANALYSIS

STRENGTHSo Experienced labour and technical workforceo Modern and high tech machineso Friendly and coordinated environment o Authority delegation to managers o Large scale manufacturer- expansion ease

WEAKNESSo Purchase of yarn

OPPORTUNITIESo Cotton is the main cash crop of Pakistan therefore

opportunity to expand their portfolio into their sectors of Textile

THREATSo India, China and Bangladesh are major threats for

overall Textile Industry as their Government policies are stronger

DIVERSIFICATION

• -USA• -UK • -GERMANY• -AUSTRALIA• -NETHERLANDS• -FRANCE• -SOUTH AFRICA• -IRELAND• -UAE• -SPAIN• -BRAZIL

DIFFERENTIATION

Different and Unique in designs, styles and quality

Team of highly skilled fashion designers and artists

Best quality among competitors

STP

• SEGMENTATION: Income• TARGET: Upper Middle and Elite Class• POSITIONING: Beliefs and Values (Quality)• USP: Quality locally and Price Internationally

MARKETING RESEARCH

Own research team Visit Foreign countries after every 3 months Different team for every unit

Trade shows in foreign countriesFrankfurt (Germany)Pamphlets and Brochures are distributedSampling abroadExhibitions local and International

CONCLUSION

Over three decades ago, Afroze Textiles emerged and started to grow...gaining more strength, yielding more output, inspiring more lives, until they reached the top in their field. Yet even at this stage, the nature of growth continues to stimulate their genes. So they move on..and on...