MARKETING PLAN OF

FOR MARKETING MANAGEMENT COURSE

SUBMITTED BY: JUNAID AKHTER KHAN (4285) OVAIS ALI KHAN (4372) RAMEEZ NAFEES (3826) SANA NAZ (3754) SUBMITTED TO: SIR SANATULLAH SUBMITTED DATE: 26TH APRIL, 2011

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) OVAIS ALI KHAN (4372) RAMEEZ NAFEES (3826) SANA NAZ (3754)

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) OVAIS ALI KHAN (4372) RAMEEZ NAFEES (3826) SANA NAZ (3754)

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

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 cited shortcomings 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.

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 name of STILE to ensure comfort and satisfaction of the consumer.

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 for them to learn and to grow with the company. The company shall earn adequate profits for its progress and growth and for providing reasonable 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

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.

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 t o 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 consider designing 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 and outlets in which competitors has weak representation. An increasing number of upscale consumers are showing a preference for beautiful designing tiles and we dont have any product line. The Federal government is on the verge of passing a more stringent product-safety law so we can consider product redesign work.

STRENGTH ANALYSIS
Stile name has an excellent product awareness and a high quality image. Stile has an excellent service 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 MARKET

Targeting upscale households, big organizations and big business market countries for selling.

POSITIONING
Sets the positioning in product line with best quality and reliable.
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 PRODUCT LINE
Less consuming tiles sets lower prices and more consuming tiles sets high prices.

PRICE
Stile always set price of the product above from competitors.

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

SALES FORCE
There 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 Makro wholesale centre.

SERVICES
Stile provides a installation services to all kind of customers. Stile also provides an advisory services. What kind of polishing material use for tiles.

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

SALES PROMOTION
According to Stile policy, if any customer who will purchase tile products in bulk quantity so they will be get 10% discount.

RESEARCH AND DEVELOPMENT

Stile increases our expenditure 50% of research and development for better quality and styling product line.

MARKETING RESEARCH
Stile 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 a main 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.

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