Chapter 1

In a nutshell:
Nishat group is one of the leading and most diversified business groups in south Asia with the
fixed assets over 300 billion (US$ 5 billion).It ranks amongst the top five businesses of Pakistan.
The group has strong presence in three most important business sectors of the region as textile,
cement and financial services. In addition, the group also has reasonable market share in
Adamjee insurance, power generation, paper products and phoenix aviation. The group has
remarkable position in the market as good as any multinationals as be. It showcases its varied
expertise and acumen in every part of its operations.
Founder:
Main Mohammad yahya was born in 1918 in chiniot. In 1947when he started with running a
leather business, then a cotton export house. He soon branched out into ginning, cotton, jute
textiles, chemical and insurance. By a little passage of time he found Nishat group. Today Main
Mohammad Mansha like his father continues the spirit of entrepreneurship and has led the group
to become a multinational corporation. Nishat has grown from a cotton export house into the
premier business group of the country with 5 listed companies. Nishat group with 30,000
employees is the third largest employer in Pakistan.
Nishats subsidiaries:
Nishat linen
D.G.khan cement
MCB bank limited
Adamjee insurance
Nishat power limited
Pakgen power limited
Nishat chunian limited
Nishat hotels
Nishat dairy
Lapir power limted
Pakistan aviators and aviation
Nishat developers
Nishat USA inc
Nishat hospitality


The subsidiary of Nishat group we have chosen to overview the marketing practices is
Nishat Linen.
Nishat Linen is a part of business of Nishat group which is owned by Mian Muhammad Mansha.
The CEO of Nishat Linen is Mrs. Naz Mansha. As the CEO Ms.Naz said Nishat Linen included
lies in the concept of creating its own brand and niche products offerings where price along is
not determining factor of sales. As Warren Buffet once famously said companies that can
successfully buy commodities and sell brands have an insurmountable competitive advantage .
That is exactly what we want in Nishat.
The Linen department was set up in October 1990 .It produces and introduces home linen
products such as quilts, bed sets and covers at their outlets. Nishat opened its first outlet in
Gulberg in 1992, it provide the popular choice for a variety of quality home products in
appealing designs.Nishat is growing very fast. The Home Linen department was followed by the
launch of Nisha in 2005; an exclusive textile design department that continues to produce
something in large quantity i.e. variety of beautiful designs on a seasonally basis in different
stuff and ranges. The popularity of Nishat is increasing day by day .
Company information
Founder
Mian Muhammad Mansha

Corporate Executive
Mrs.Naz Mansha

Nature of Business:
Nishat has sole proprietorship because it is owned by Nishat group i.e. Mian Muhammad
Mansha. Nishat Mill is a public limited company but individually Nishat Linen which is our
topic is private limited company (pvt). Nishat Linen individually has no shares in stock market.
Nishat linen offers fabric like lawn prints and linen prints. It is also offer bed sheets, pillows and
quilt covers, but its main product are lawn and linen prints. It offers readymade dresses and
unstitched dresses also. It also offers ladies handbags. It also offers mens kurta under the brand
name naqsh. It offers accessories for women including embroidedgalas, patches, buttons and
borders.




VISION AND MISSION
Vision
To transform the Company into a modern and dynamic yarn, cloth and processed cloth and
finished product manufacturing Company that is fully equipped to play a meaningful role on
sustainable basis in the economy of Pakistan. To transform the Company into a modern and
dynamic power generating Company that is fully equipped to play a meaningful role on
sustainable basis in the economy of Pakistan
Mission:
Mission is the reason for the current existence of company .Nishat fulfills it mission because it
provides quality products to the customers and also provide diversified products at reasonable
price.
Mission

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.
It is customer oriented because it focuses on the present clothing problems of customers
including youth , children, women , men. Providing quality products. It is expanding its business
worldwide to grow faster and win heart of its target customers.
Business Portfolio
Nishat has depth in products.
Main features
Nishat Linen comprises major departments:

Home Linen Nisha Fabric Naqsh by Nishat
Nisha Fashion Naqsh prince
Nisha princess and
Nishat accessories
(handbags, galas,
embroidered borders)


Nisha fabric:
Sampling and production of Nisha fabric takes place at Nishat Dyeing and Finishing, the print
design team is based at the main design studio. This range of clothing is only for women. Nisha
offers as many as 250 lawn prints every season it includes single shirt pieces, three-piece designs
and two-piece suits. In winters you can get four main fabric choices as Linen, Sateen, Khaddar
and Karandi in numerous prints.

Nisha fashion:
As far as I think nisha fashion is one of the widest ranges of clothing in different cities of
Pakistan. In Nisha fabric there are unstitched cloths whereas in Nisha fashion they have a huge
stitched clothing line. They are always in highlights because they have develop exclusive designs
for special ranges such as, the Eid range, Muharram range etc. moreover they have special
colorful range of prints of apparel featured as Prt range.

Naqsh by Nishat
Naqsh is a very well known name in men wear. It was launched in 2010.It has a wide range of
men kurta ranging from casual wear to occasional wear.

Naqsh prince and nisha princess
As Nishat have a wide range of clothing for adults, they have a great range for little boys and
girls too. Naqsh prince is for boys and Nisha princess is for girls.

Home linen
There department of Home Linen divided into several product ranges: Bed Linen, kitchen and
Table Linen. Bedding includes simple bed sheets and the formal range like bridal sets and
heavily embellished cushions as well as other bedding accessories. In addition to childrens
Linen, Nishat also manufactures cot sets that are unique both in quality and comfort.

Accessories
Handbag, embroidered borders or galas are manufactured in textile mills so yet again Nisha
Fashion department offers a range of accessories including embroidered galas, embroidered
patches, buttons, printed and embroidered borders. We also feature fashion accessory items such
as handbags.

Objectives
Marketing objectives define what you want to accomplish through your marketing activities.
There are several important factors to consider when establishing effective marketing objectives.
Linking marketing objectives to strategies

Your marketing objectives must be consistent with and describe the priorities of the organization.
It means that objectives should follow the mission statement of business, towards the financial
objectives and goals.

Provide direction to employees
If the objectives are defined clearly it may provide direction for employees in the manner of what
to achieve and in which period. They also serve as motivators for your employees by creating an
attainable challenge that they can to strive achieve.

Business Objective:
Business objectives are part of planning process.i.e what a company expects to accpomplished
throughout the year. Here are some business objectives.
Profitability:
Maintaining profitability means making sure that revenue stays ahead of the costs of doing
business, according to James Stephenson, writing for the "Entrepreneur" website. Focus on
controlling costs in both production and operations while maintaining the profit margin on
products sold.
Productivity:
Employee training, equipment maintenance and new equipment purchases all go into company
productivity. Your objective should be to provide all of the resources your employees need to
remain as productive as possible.
Customer Service:
Good customer service helps you retain clients and generate repeat revenue. Keeping your
customers happy should be a primary objective of your organization.
Employee Retention:
Employee turnover costs you money in lost productivity and the costs associated with recruiting,
which include employment advertising and paying placement agencies. Maintaining a productive
and positive employee environment improves retention, according to the Dun and Bradstreet
website.
Core Values:
Your company mission statement is a description of the core values of your company, according
to the Dun and Bradstreet website. It is a summary of the beliefs your company holds in regard
to customer interaction, responsibility to the community and employee satisfaction. The
company's core values become the objectives necessary to create a positive corporate culture.
Growth:
Growth is planned based on historical data and future projections. Growth requires the careful
use of company resources such as finances and personnel, according to Tim Berry, writing on the
"Entrepreneur" website.
Maintain Financing:
Even a company with good cash flow needs financing contacts in the event that capital is needed
to expand the organization, according to Tim Berry, writing on the "Entrepreneur" website.
Maintaining your ability to finance operations means that you can prepare for long-term projects
and address short-term needs such as payroll and accounts payable.
Change Management:
Change management is the process of preparing your organization for growth and creating
processes that effectively deal with a developing marketplace. The objective of change
management is to create a dynamic organization that is prepared to meet the challenges of your
industry.
Marketing:
Marketing is more than creating advertising and getting customer input on product changes. It is
understanding consumer buying trends, being able to anticipate product distribution needs and
developing business partnerships that help your organization to improve market share.
Competitive Analysis:
A comprehensive analysis of the activities of the competition should be an ongoing business
objective for your organization. Understanding where your products rank in the marketplace
helps you to better determine how to improve your standing among consumers and improve your
revenue.















Chapter 2

SWOT ANALYSIS

It is a tool that identifies the Strengths, Weaknesses, Opportunities and Threats of an
organization. Specifically, SWOT is a basic, straightforward model that assesses what an
organization can and cannot do as well as its potential opportunities and threats.

The method of SWOT analysis is to take the information from an environmental analysis and
separate it into internal (strengths and weaknesses) and external issues (opportunities and
threats).
STRENGTHS:

ISO 9001-2000:

Nishat is certified under ISO 9001-2000, so it meets the requirement of international standard
and has a value in the mind of concerned people.
Advanced security system:

Nishat has an advanced security system. There are hidden security cameras which capture the all
moments. The entry system of all the workers is much secured. Workers are allowed to enter
after their hand is scanned through a scanning machine.
Oktex 100:

Nishat is also Oktex 100 certified. It means that Nishat does not use any kind of hazardous
materials that may have an effect on the customers or environment.
High quality product:

Nishat is using advance technology like they have modern machinery by which the quality of
product produced is very high and it is made sure that meets international quality standards.
Latest mechanized machinery:

They are using modern looms which they have purchased from Japan and France. And by using
that latest machinery the productivity of the employees is very high.
Tremendous market positioning:

Nishat is one of the pioneer textiles in the Pakistan so it has got the position in the mind of its customer.
And being an old textile company people are loyal to it. Nishat has a better position in the mind of its
customers.

Highly qualified and skilled management:

The management of Nishat is skilled; they have hired the foreign graduate people in their
management and also experienced people from all over the country.
Highly motivated workforce:

They are compensating to their employees well which motivates the workforce and they seem
together as a unit and work together as a family.
Adequate financial resources:

The owner of the Nishat is one of the richest persons in Pakistan and they have enough to face
the stiff financial situation or when the market is cold and have investments in other industries
like cement, Bank, They have adequate financial resources to meet tough times when there is
market downturn.
Equipped with MIS System:

They have a management information system by which the departments and employees are
connected with each other and they have a data warehouse by which they can share their
information easily.
Own power generation plant:

Nishat has its own power generation plant. Nishat is the pioneer in the private organizations who
start the power generation. It is also selling its electricity to WAPDA.

WEAKNESSES:

High cost of production:

The production cost is high because of not properly utilization of its resources. They are using
latest machinery but they are not adopting advanced production and marketing techniques. So
improvement is still needed in these areas. Most of the machinery are imported from the other
countries therefore sometimes few spare parts are not available in the market which creates
problems

Centralized decision making:

Mostly decisions are made by the upper management which is weakness of the Nishat. They
dont take into considerations of the issues with other employees or worker in detail. They

should decentralize their decision making power to lower level to take the urgent decisions; that
will ultimately be fruitful for the company.

Less promotional activities:

The advertising and promotional cost of the Nishat Linen is very low as it does not take an
effective part in advertisement. It can increase its turnover manifolds by using effective
advertisements tactics these days, as people lives are very much affected by electronic media.
Lack of benefits and rewards for the employees:

Nishat does not take effective steps to improve the stands of living of its employees by not
providing effective bonus programs and performance reward systems. So this is another
weakness.
OPPORTUNITIES:

Organization can reduce the cost by proper utilization of resources:

If the cost of different matters which is not utilizing properly is controlled by the Nishat
management they can produce more in a few costs. It has to develop a further systematic process
for controlling and managing resources. Like they can adopt new labor management strategies.
Organization can hire more well-educated and experienced personnel:

Still improvements are required in workforce. They can take advantages by hiring more skilled
people and they should hire young, fresh and energetic staff for their betterment.

THREATS:

Buyer needs and wants diversity:

There is much more diversification in consumers mind. Their needs continuously change as the
occasions and environment change.
Social change:
Rapidly increasing inflation rate has disturbed the lifestyle of the people and hence has affected
the growing demand of the nishatproducts. So this is another important factor which is disturbing
the nishat mills products because people life style has changed a little bit.

Political instability:

Political instability affects the Nishat because of the quota system the company can be restricted
by the government to export. Lots of challenges are being faced by the company due to unstable

country conditions. They cannot form long term decisions as the environment is uncertain.
Global Economic recession:

As globally a cold economic war is started since the population is increased manifolds in last
decade as compared to scarce resources. (http://commerceplus.blogspot.com/2010/07/table-of-
contents-internee2.html & report, 5 jul)

Segmentation:

Brands Segmentation of
Market
Target Market
Customer
Need
Corresponding
Features
Nishat Linen Canada, Dubai,
Europe
Upper, Upper
Middle, Middle
House Wives,
Working Ladies,
Men
Urban areas, female age
group 25 years to 55 years
SEC A1
,A2,B1,buyingbehavior is
fashion trendy ,preety
looks dresses.

Looking for
trendy
,stylish
Quality ,variety
of prints.
Naqsh Men
Kurta
Urban & Rural
Areas of
Pakistan, Dubai
Upper Class,
Middle Class
Men
Urban areas, male ,age
group 20 to 60 years.
SEC A1,A2,B1;adorable
and decent looks kurta
Embroidery
kurta,
simple kurta
,fancy party
wear kurta

Quality ,less
price as compare
to competitors
Nisha Fashion Urban Areas of
Pakistan, Europe
Upper Class,
Middle Class
Children, Female
Urban areas, young girls.
Major cities of Pakistan;
Lahore ,Isb ,Karachi ,Fsb;
Exclusive
designs
according to
the event
like Eid
Unstitched
clothes
Naqsh Prince
&
Nisha Princess

Urban/Rural
areas of Pakistan
Upper, Middle
Children,House
wives, Men and
Women
Children ;
SEC A1,A2,B1
Stylish
,beautiful
,fancy look
Designs are very
attractive and
unique

Home Linen Urban areas of
Pakistan
Upper, Upper
Middle
Upper and middle class
people
Better
quality and
attractive
appealing
products
Bed linen, table
linen ,kitchen

Female
Accessories Urban areas of
Pakistan
Upper, Upper
Middle, Middle
Female
Ladies Stylish &
fashionable
Glasses & hand
bags

Market share:
Nishat group is much diversified business in Pakistan. It lies in the fifth biggest business of
Pakistan.Nishat group has strong pressence in cements, textiles and financial services. It also
performs the function of power ,secuity ,paper mill and Adam jeeinsurance.It also has the
distinction one of the largest player in each sector.


Market Trend Analysis:
The marketing trend analysis of Nishat tells that it is in Growth period . It has several reason to
be in growth period i.e.
Our current products satisfying the consumer demands .
Nishat Linen is in growth period because it has variety of products.
Better quality products.
Prices as compared to Gul Ahmed and Chen One are less.
Find new sources or products through which it earns better profit .
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr



Complete Profile of Competitor:
Nishat has 3 direct competitors
Al-Karam Textile Mills:
One of the largest producers of Fashion and Basic Beddings, Al-Karam has been successful in its
ability in grasping the biggest market share. They offer a diversified set of products which are
high in quality and designs which includes Apron, Egyptian cotton, bed linen, Hand Towel etc.
They are also engaged with in house design solutions as well. Al-karam is proud to have a
proven record of providing service quality on time.

Chenone Pakistan:
It is one of Pakistans leading textile group and one of the largest exporters of home textile
products from Pakistan. Chenab's processing unit is considered one of the best in the country
with a complete processing range. Its main products that it offers include Home Textile,
Garments, Foot Wear and Furniture. Its textile products not only fulfill local demand but are also
exported to several other countries.

Ideas:
Ideas is one of the other big competitor of Nishat in the market where it offers a similar range of
product offering including bedding, kitchen, bath furniture etc. They are also offering specific
range of cotton and lawn with fresh and vibrant colors. Their specialty is their unique design
clothes with a vibrant palette of colors and embroidery.

Indirect Competition of Nishat:

The indirect competitors of Nishatare :

Bareeze
Kayseria
Habbit
Warda prints

Comparative advantage of Competitors:

Comparative advantage :
A company's cost competitiveness depends on the costs of internally performed activities as well
as on costs in the value chains of suppliers and forward channel allies.

Positioning:

Nishat aims to position its product as an exclusive and classical brand for both upper and middle
class customers. Additionally they provide customer support services specifically to women to
help them design their clothing by Nishats experienced designers. That is their differentiating
point from their competitors.

Unique Selling Points:
It provides solely shirt pieces, dupatta, shalwar piece at reasonable prices.

Differentiation:

Nishat products are differed due to its product quality and prints are also very famous now a
days .Nishat has width of product in their outlets .The prints give fresh look in all seasons.

Core competence:
NL core competence is price. The prices of everything have gone up rapidly due to the credit
crunch which affected all the aspects of the industry as well. The NTM has been utilizing
Advanced technology to reduce the prices and to secure itself a leading position in the textile
industry.

References

http://www.ukessays.com/essays/marketing/nishat-group-one-of-the-leading-industries-in-south-
asia-marketing-essay.php
Annual Report of Nishat 2012