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SUFI GROUP OF INDUSTRIES Sufi Canola Cooking Oil Sufi Canola Cooking Oil Presented to: Ms. Maryam Imran • Presented by: Muhammad Awais Zahid Muhammad Qasim Raza Mirza Ali Agha Qazalbash Tehmina Latif Haroon Nazir Abeer Khalid Ummara Rana Introduction & History Established in 1952 by Hadayat Ullah Sufi. Hamza Vegetable Oil refinery & Ghee Mills were established in 1992 Initially established as Sufi Soaps. The Purpose and Values of Sufi group are to provide quality products. Over the years, Sufi has become a common household name. SBUs & Product Line Sufi Group Sufi Soap & Chemicals Hamza Vegetable Oil Sufi Tank Terminals Hadayat Soap & Refinery & Ghee Mills • Sufi Bath Soap Chemicals • Sufi Powder • Sufi Soap •Canola Cooking Oil • Sufi Vermicelli • Soya Bean Cooking Oil • Sufi Mini •Banaspati Ghee • Sufi Darja Awwal •Sun Flower Cooking Oil • Sufi Glycerin • Sufi Brown • Safon Dish Washing Soap • Sufi Special Quality • Safon Dish Washing liquid • Sufi Super • Sufi Nirol • Sufi Poly Bags SWOT Analysis Strengths: • Quality • Availability of Products • Trade of Oriented Discounts • Timely Technological Advancements SWOT Analysis Weaknesses: • Customer Feedback • Misleaded Data • Distribution Constraints • Market Price-Takers SWOT Analysis Opportunities: • Supply in Rural Areas of Pakistan • Balochistan Supply • Differential Advantage of Product SWOT Analysis Threats: • Government Legislations on environmental Issues. • New Competitors in the market. Product, Price, Place & Promotion Product: • 100 % Pure • Common household name • The most healthiest Oil • Made on up-to-date technology • Standardization/homogeneous • Only Oil refined Three times Product, Price, Place & Promotion Price: • Relatively lower prices than competitors • Prices according to segments (Income) • Price schemes and patterns: according to competitor price changes Product, Price, Place & Promotion Placement: • Distribution Via specialized Agents Factory Agents Retailers Whole sellers Retailers Product, Price, Place & Promotion Promotion: • Extensive use of Media • Types of Media include Television, Radio, Banners, Newspapers, Billboards & Electronic Media • Below the line Promotion: Direct Advertising Market Share Relevance in Lahore 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Sufi Dalda Habib Others Analyzing Current SBU’s: BCG Growth-Share Matrix Relative Market Share High Low Stars Question Marks ? High Market Growth Rate • High growth & share • Low share SBUs in high growth • May need heavy markets investment to grow • Require cash to hold • Eventually, growth will slow market share • Build into Stars or phase out Cash Cows Dogs Low • Low growth, high share • Low growth & share • Established, successful • Generate cash to sustain self SBU’s • Do not promise to be cash • Produce cash sources BCG Growth-Share Matrix For Sufi Group Of Industries Relative Market Share High Low Stars Question Marks ? High Market Growth Rate • •Hamza Vegetable Oil Refinery & Ghee Mills Cash Cows Dogs Low Sufi Industries Problems With Current Marketing Strategies Low commissions to intermediaries due to long chain supply process Advertisement costs are very high Lack of special offers, discount packages Unable to clearly understand what consumers want Target markets are not catered with properly Customer feedback evaluation is weak Recommendations Increase commissions for intermediaries to motivate them to promote our company’s name & product. Instead of individual product advertisement, apply corporate advertisements to lower costs. Join hands with a telecommunication company and offer deals and packages through SMS. Packaging of pillow packs should have nozzles. Product Line-filling Strategy should be used. New product should be introduced, e.g. Sufi Ghee. Promote by sponsoring cooking competitions in girls colleges. KEEP reasonable prices.
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