Marketing Plan Project of NLC-Pearl

Group Name: Group Members: Ubaid Ullah Ikram Bilal Abdul Qayyum Taimoor Nawaz Hassan Jameel Sohail Kafeel

Up for Honors

BB083002 BB083036 BB083061 BB083016 BB083059

Principles of Marketing BBA Section 1 Course Instructor: Miss Sidra Paracha

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.

We dedicate this effort first of all to our Parents who are the most helpful in the manner of encouragement and secondly to our teacher Miss. Sidra Paracha, who gave us this worthy opportunity to learn a lot & prove our abilities.

Table of Contents
Introduction....................................................................................................................6 Products..........................................................................................................................6 Current Market Situation................................................................................................8 Competitors....................................................................................................................9 Marketing 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:.................................................................................................................11 Weakness:.................................................................................................................11 Opportunities:...........................................................................................................11 Coercion:..................................................................................................................12 Objective......................................................................................................................12 Issues............................................................................................................................12 Summary......................................................................................................................12 References....................................................................................................................13 Books............................................................................................................................13 Students Questionnaire.................................................................................................14 NLC-Pearl Management Questionnaire.......................................................................16

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 in view the demand of the household consumers and construction companies. 1. HOLLOW CONCRETE BLOCKS

2. SOLID CONCRETE BLOCKS

3. INTERLOCKING PAVERS

4. KERB STONES

Current Market Situation

Currently 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 people because from the ancient times people are using bricks so, that we have to create awareness among people about our product.

Competitors
Others 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. Envicrete also 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. It is 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 Strategy
Marketing strategy of our company is highly based on efficient distribution, quality, and low prices. The target market is industrial projects and the secondary target market is households and Government Organizations like NHA (National Highway Authority). Our major purchasers include construction companies buying large quantities of our all products.

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
Hollow Concrete Blocks Solid Concrete Blocks Inter Locking Pavers (60mm) (Grey) Inter Locking Pavers (80mm) (Red) Kerb Stones (14inch) (Grey) Kerb Stones (18inch) (Red)

Price/Unit (Rs)
29 32 26 29 65 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 Strategy
The 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 Strategy

To 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 Organization
Marketing 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 Research
Marketing 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.

Objective
Our 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.

Issues
As 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.

Summary
At 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-concreteblock100.png 4. http://www.pioneercm.com/pics/masonry/mas_mats_pavers1.jpg 5. http://www.indiamart.com/apmvtiles/pcat-gifs/products-small/kerbstone_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 Marketing 11th edition by Philip Kotler and Gary Armstrong.

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Students Questionnaire

Q: Have you ever heard about NLC-Pearl? 73% 27%

Q: How was the management?

YES NO

24% 60% 16%

Professional Partially Professional Amateur

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Q: How was the human machine interaction?

24% 10% 66%

Integrated Partially Automated Loop Holes

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NLC-Pearl Management Questionnaire

Q: Did any university visit your plant before? 50%

YES NO

Q: Did student show interest in your presentation? 88% 12%

YES NO

Q: Were the questions asked by the students relevant? 78% 10% 12%

YES Partially Relevent No

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Q: Would you like to see us again at your plant? 100% 0%

YES NO

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