MARKETING PLAN 2015Of

MASTER (MOLTY & CELESTE’)

SITUATION ANALYSIS

LIST OF COMPETITORS

Number of Competitors in Molty Number of Competitors in Celeste

1 Diamond 6 Asia Foam 1 Dolce Vita 6 Ali Spring

2 Al Khair 7 Ali Foam 2 Al Khair Spring 7 Uni Comfort

3 Uni Foam 8 Cannon Foam 3 Englander Spring 8 Comfort

4 Shafi Foam 9 Mujahid Foam 4 Mujahid Spring 9 Local hand made

5 Crown Foam 10 Englander Foam 5 Cannon Spring 10

MUJAHID

Brand: MUJAHID SPECIALFabric : COTTONColor: BLUECategory: 10 YEARS GUARANTEEPresentation: PLASTIC COVER, BOOT FILM

MUJAHID

Brand: MUJAHID RATRACFabric : WARBMAT Color: CREAMCategory: 10 YEAR GUARANTEEPresentation: ZIPPER BAG, BOOT FILM, CORNER & CENTRE LABEL, CARD CORNERS WITH LOGO, PIPEN & QUILTING

MUJAHID

Brand: MUJAHID RATRACFabric : WARBMAT Color: CREAMCategory: 10 YEAR GUARANTEEPresentation: ZIPPER BAG, BOOT FILM, CORNER & CENTRE LABEL, CARD CORNERS WITH LOGO, PIPEN & QUILTING

Brand: MUJAHID DELUXEFabric : WARBMAT

Color: ORANGE

Category: 10 YEARS GUARANTEEPresentation: ZIPPER BAG, CENTRE & CORNER LABEL, PIPEN & QUILTING

MUJAHID

MUJAHID

Brand: MUJAHID DELUXEFabric : WARBMAT

Color: ORANGE

Category: 10 YEARS GUARANTEEPresentation: ZIPPER BAG, CENTRE & CORNER LABEL, PIPEN & QUILTING

MUJAHID

Brand: VELTA FOAMFabric : COTTONColor: PEACHCategory: 10 YEARS GUARANTEEPresentation: BOOT FILM AND PLASTIC COVER

MUJAHID

Brand: VELTA FOAMFabric : COTTONColor: MULTI PATTERNEDCategory: 10 YEARS GUARANTEEPresentation: BOOT FILM AND PLASTIC COVER

COMFORT

Brand: COMFORT SPRINGFabric : JACART

Color: WHITECategory: 10 YEARS GUARANTEEPresentation: PLASTIC COVER, BOOT FILM & SIDE CORNERS WITH CENTRE LABEL, PIPEN.

DIAMOND

Brand: SUPREME KNITTED ULTRAFabric : KNITTEDColor: WHITECategory: 12 YEARS GUARANTEEPresentation: PLASTIC COVER, BOOT FILM, CENTRE & SIDE LABELS, PIPEN & QUILTED COVER

DIAMOND

Brand: SUPREME KNITTED ULTRAFabric : KNITTEDColor: WHITECategory: 12 YEARS GUARANTEEPresentation: PLASTIC COVER, BOOT FILM, CENTRE & SIDE LABELS, PIPEN & QUILTED COVER

DIAMOND

Brand: ENGLANDER SPRING (White) Fabric : WARBMATColor: WHITECategory: 10 YEARS GUARANTEEPresentation: CENTRE LABEL, BOOT FILM, CORNER WITH COVERS

DIAMOND

Brand: ENGLANDER SPRING (White) Fabric : WARBMATColor: WHITECategory: 10 YEARS GUARANTEEPresentation: CENTRE LABEL, BOOT FILM, CORNER WITH COVERS

DIAMOND

Brand: ENGLANDER FOAM (RILAX)Fabric : WARBMATColor: WHITECategory: 10 YEARS GUARANTEEPresentation: CENTER LABEL & PLASTIC

DIAMOND

Brand: ENGLANDER SPRING (White) Fabric : WARBMATColor: BLUECategory: 10 YEARS GUARANTEEPresentation: CENTRE LABEL, BOOT FILM, CORNER WITH COVERS

DIAMOND

Brand: DIAMOND SUPREME FOAMFabric : COTTONColor: BLUECategory: 12 YEARS GUARANTEEPresentation: BOOT FILM, CENTRE LABEL, WITH ZIPPER BAG

DIAMOND

Brand: SUPREME SPINE SUPPORTERFabric : KNITTED Color: CREAMCategory: 12 YEARS GUARANTEEPresentation: CENTRE & SIDE LABEL, ZIPPER BAG WITH CONTRAST BORDER

DIAMONDBrand: SUPREME SPINE SUPPORTERFabric : KNITTED Color: CREAMCategory: 12 YEARS GUARANTEEPresentation: CENTRE & SIDE LABEL, ZIPPER BAG WITH CONTRAST BORDER

DIAMOND

Brand: DIAMOND VICTORIA (WHITE)Fabric : WARBMATColor: WHITECategory: 10 YEARS GUARANTEEPresentation: BOOT FILM, PLASTIC COVER

DIAMOND

Brand: DIAMOND VICTORIA (WHITE)Fabric : WARBMATColor: BLUECategory: 10 YEARS GUARANTEEPresentation: BOOT FILM, PLASTIC COVER WITH CORNERS

Brand: SLEEP EASEFabric : WARBMATColor: ORANGECategory: 10 YEARS GUARANTEEPresentation: BOOT FILM, CENTRE LOGO, PLASTIC COVER

DIAMOND

GMB

Brand: GMB SPRINGFabric : WARBMAT Color: YELLOW Category: 12 YEARS GUARANTEEPresentation: ZIPPER BAG, BOOT FILM, PIPEN, CENTRE LABEL WITH LOGO

GMB

Brand: GMB SPRINGFabric : WARBMAT Color: YELLOW Category: 12 YEARS GUARANTEEPresentation: ZIPPER BAG, BOOT FILM, PIPEN, CENTRE LABEL WITH LOGO

CROWN

Brand: CROWNFabric : COTTONColor: BLUECategory: 10 YEARS GUARANTEEPresentation: ZIPPER BAG, BOOT FILM WITH CENTRE LABEL

CROWN

Brand: CROWNFabric : COTTONColor: BLUECategory: 10 YEARS GUARANTEEPresentation: ZIPPER BAG, BOOT FILM WITH CENTRE LABEL

CROWN

Brand: SPARCO FOAMFabric : COTTONColor: BLUECategory: 10 YEARS GUARANTEEPresentation: CENTRE LOGO WITH ZIPPER BAG

AL- KHAIR

Brand: ROMA SPRINGFabric : WARBMATColor: LIGHT PINKCategory: 10 YEARS GUARANTEEPresentation: BOOT FILM, CENTRE LOGO, PLASTIC COVER

Brand: MEDICA DELUXE MATTRESSFabric : WARBMATColor: LIGHT PINKCategory: 10 YEARS GUARANTEEPresentation: BOOT FILM, CENTRE LOGO, PLASTIC COVER

AL- KHAIR

AL- KHAIR

Brand: AL- KHAIR SPRINGFabric : COTTONColor: LIGHT GREENCategory: 10 YEARS GUARANTEEPresentation: BOOT FILM, CENTRE LOGO, CORNER, ZIPPER BAG

CANNONBrand: Life timeFabric : SattanColor: Silver-grey with maroon & blue patternCategory: 10 YEARS GUARANTEEPresentation: Plastic cover

Brand: Asia FoamFabric : COTTONColor: Red & blue patternCategory: 10 YEARSGUARANTEEPresentation: BOOT FILM,PLASTIC BAG

ASIA FOAM

Brand: Asia FoamFabric : COTTONColor: Red & blue patternCategory: 10 YEARSGUARANTEEPresentation: BOOT FILM,PLASTIC BAG

ASIA FOAM

Brand: GOOD LUCK FOAMFabric : CottonColor: Silver-grey withmaroon & blue patternCategory: 10 YEARSGUARANTEEPresentation: Plastic cover

CANNON FOAM

Brand: ASIA FOAM

Fabric : COTTONColor: BlueCategory: 10 YEARSGUARANTEEPresentation: BOOT FILM,PLASTIC BAG

ASIA FOAM

Brand: ASIA FOAMFabric : COTTONColor: GreenCategory: 10 YEARS GUARANTEEPresentation: BOOT FILM, PLASTIC BAG

ASIA FOAM

COMPETITION SCHEMES (ONLY ON TRADE)

10+1 Scheme Scratch Card for Jeeto Pakistan Ary Pass Jeeto Chappar Phar k Passes for Express TV. Scratch Cards Gifting Policy In Ramazan (Rooh Afza+Tang) Package.Motor Cycle / Mobile / Micro Wave etc on Targeted Sale

Problems with Competition Under the table facilities are given to Furniture Shops (I-e over discounts- Price list Difference etc). Under ground incentives (I-e gifting like cell phone and Other small items are given to Sales mans.

SWOT ANYLYSIS

Strengths 1. Market Leader 2. Pioneer 3. Generic Name4. Strong Dealer Ship Network 5. Financially Strong Dealer6. High Number of Display 7. Good Market Reputation 8. Captured best located prints in terms of Advertising.9. Developed Dealer ships10. After Sale Services11. High Quality Standards12. Well Trained & Experienced Staff.13. Advance payments minimize bad-debts 14. Mostly dealerships are on best location of the market.15. Third generation of Dealers.

Weaknesses 1. Limited production and Space Facility.2. Un Consistently in Quality.3. No Ware house facility in Out Station areas.4. Un trained dealers and sales man.5. Maintenance issues in dealer ship6. MIS System

Opportunities 1. Exposure to International Markets. i-e Online portal.2. New markets in Interior Region.3. 9 Months on Season

Threats 1. Extortion Money problem2. Unstable Political situation

Molty & Molty Above Pocket Spring

1 Molty Pearl Celeste Restonic2 Molty Memory Celeste Luxe3 Molty cool gel Celeste Memory 124 Ortho + Eterna Plus5 Ortho Eterna6 Molty Flex ++ Classique Plus7 Molty Flex Classique8 Molty ++

9 Molty 10 Molty Nani Pari

Below Molty Bonnell Spring

11 Commandar + Cool Gel12 Commandar Ortho13 Jet + Bravo Plus14 Jet Bravo15 Champion Spring Air Plus16

Spring Air 17 Master Crest Plus18 Master Crest

Market segmentation

1. Upper- Upper class2. Upper- Middle class3. Middle –Upper class4. Middle- Middle class

1. Middle- Middle class2. Middle- Lower class3. Lower- Lower class

Product & Market Segmentation

Discount Controlling

10% to 12% Discount on Trade

5% Discount on Retail Or Free Delivery

Credit Facility in Market Through Dealer

PRICING

• Dealerships• Furniture markets

PLACEMENT

NOTE:

•Best Locations in the markets •Upper brand – Retail•Middle & lower Category Brands- Furniture Shops

Problem : 1. Shops have been developed but not maintained properly.2. Cleaning and maintenance by dealer ship is weak.3. Sales man are untrained to deal with clients which’s

working is being done from company side

Master Out Lets in Sindh / Baluchistan Region

Region Molty CelesteKarachi 70 43

Hyderabad 13 11

Sukkur 18 13

Quetta 3 1

• SCHEMES• EXHIBITIONS• EVENTS

PROMOTION

SCHEMESSchemes on Mattresses

Schemes for Customers Furniture Market

End Users Scheme In

Season Scheme in Off Season

Replacement Scheme Free Pillow 10+1

Meals Coupons

KFC -Mc Donald's - Biryani

Inside SchemeRooh Afza & Fruitly Jar

MEAL COUPON SCHEME

• KFC, Mc Donald’s Student Biryani Coupons• Targeted Furniture Shop owners, Sales Man, and Helpers• Scheme was given in Off Season.• Coupon Cost Rs 350 to 550 with Two month Duration.

Result :

Expense 2.5% to 3% = 20% Growth

Coupon in Molty & Celeste Schemes

Molty & Above / Bravo & AboveAssociated Scheme : People keep on waiting for Ramazan to replace mattresses on this scheme .

Promote Through: 1. TV Channels2. News Papers (Best Result are taken Specially from Jung / –Dawn-

Kawish (Interior) Etc.3. Banners are Hung on Dealerships & Markets.

Why This Scheme is given in Ramazan: Customers wait for this months to avail this offer while changing mattress with handsome discount . The Number of Sale Volume gets high because in this months every one wants to curtail their cost expenditure and try to fulfill their need.

REPLACEMENT SCHEME

Structure of Discount in Replacement Scheme

25% discount is given to End User .

Company Adjust 10% to dealer account after lifting old mattress accordingly.

Result :

Discount Expense 10% + Adv Expense = Growth 100%

If we didn’t give this scheme in Ramazan so sale gets half as we have seen in 2003 Vs 2015.Result :

Discount should be changed from 10% to 8% with out taking old mattress from dealer.

Replacement Ad for News Paper

Starting and Ending Time: We always give Replacement Scheme 1st Ramzan to 10 days after Eid, but this year we started this scheme from 11th of Ramzan till 9 days after Eid. Advertisement: 1- T.V Channels: We gave our Molty & Celeste Replacement TVC on ARY Digital, Capital TV, Duniya TV, Express Entertainment, Express News, Geo Kahani, Geo News, Hum TV, Metro One, Samaa, TV One and Urdu 1. 2- Cable Network: We gave Molty & Celeste Replacement ads & slides on Karachi Based cable network.3- Press Media: We gave in Jung, Kawish (Sindhi Newspaper), Dawn and Express newspaper.

Response: We got good response from all channels, cable and press ads. We got very good response from Jung and Sindhi Newspaper (Kawish). Problem during Scheme:Starting of Ramzan the Hot climate and many people death effect the economical condition of our city therefore we were very disappointed in starting of this scheme but thanks for ALLAHA we got good sale. Our Strategy during this scheme:Due to continues sitting of marketing team at dealership to deal replacement customer, we get successful to increase our sale and deal all types of customers and try to push our products with help of dealers therefore we sit at dealership till late night.This time we give marketing team telephone no. so they easily convince to customers.

Total Mattresses in Ramzan 2014

Total Mattresses in Ramzan 2015

Growth

Molty Double Size 6339 Double Size 7478 Double Size 18%

Single Size 2423 Single Size 2448 Single Size 1%

Celeste Double Size 2136 Double Size 2796 Double Size 31%

Single Size 253 Single Size 255 Single Size 1%

NOTABLES: Which Tag line should we use in Advertising:DOSRON KA WADA HUM NY SUCH KAR DIKHAYA………… Which time should we select for start and end of this schemeWe should start this scheme from 1st Ramzan till 10 days after Eid. Should we give this Scheme in Ramazan or Muharam:We should give this scheme only in Ramzan because people are waiting for Replace their old mattresses and people get bonus with salary so they expend their disposable income in Ramzan. Muharam is not suitable for this scheme.

Total Mattresses in Ramzan 2012 (with

Replacement Scheme)

Total Mattresses in Ramzan 2013 (without Replacement Scheme)

Total Mattresses in Ramzan 2014 (with

Replacement Scheme)

Molty Double Size 6022 Double Size 2904 Double Size 6339

Single Size 2607 Single Size 1316 Single Size 2423

Celeste Double Size 1242 Double Size 572 Double Size 2136

Single Size 100 Single Size 45 Single Size 253

We did not give replacement Scheme in 2013 so when we Compare 2013With out Replacement v/s 2014 Ramazan (With Replacement)

The above table shows that 2013( without Replacement Scheme)Ramazan 50% Sale Decrease.

Old Mattress should not lift from Dealers:We give 10% adjustment again old mattresses so we should not lift old mattresses and just give 8% adjustment for replacement scheme.In this process dealers can get 1% from company and get benefit from selling old mattresses. Should we mention 25% discount in replacement scheme advertising:If we mention 25% discount many competitors will offer big discount then discount war will be start in market and we loss replacement attraction.We have to bound the customers to replace with old mattress.

Replacement Banner hang on Dealer Ship

10+1 SCHEME• Only for Trade Sale • 10 Days Scheme• Given is only Seasonally • Scheme is Molty & Above & Spring Air & Above.• Out Target is shop owner not Sales man• Captured a big part in Booking of Furniture.

Result :

Expense 10% = 60% Growth

MASTER INSIDE SCHEME Rooh Afza / Fruitly Jar Scheme

Starts 10 Days before Ramazan and Ends 10 Days before EID. Opening Sofa on Furniture Show Room and also the Dealer ship for Checking Master Brand Inside. Monthly Checking reading of Molty Foam Usage Distribute Gift (i-e Dinner set) to Winner who is consistently using Master Foam . Advertisement only for Cable Ad Poster / Bunting Distributed & Pasted in Market.

In 2014 we gave different gifts to create Competition Between Furniture Shops and Cushion Makers

Sofa Opening Activity

Cushion Maker Competition in selected Market in 2014. (For 1st -2nd & 3rd position gift)

Our Sales increases 48% in 2014

We did not give the gift on position basis this year so our sales decreased 15%

Award functions Eid Milan Get Together Functions

Events

Arranged a setup to watch Cricket Match for Garden Dealer Network.

SALE PERFOMACE Quantity Wise

Molty Sale Growth 21% 2014-2015

Celeste Sale Growth 8% 2014-2015Quality Wise / Category Wise

Celeste Retail TradePocket Spring 70% 30%Bonnel Spring 30% 70%

Molty Retail TradeA Category Foam 90% 10%B Category Foam 15% 85%

GOAL – MOLTY

Molty Goal : 25 % Growth

Molty & Above Goal : We want more growth in upper brands

Strategies •New ad campaign and promotional material.•Brands presentation should be enhanced like we did with Flex ++.• More Exhibitions like we did recently ,should be continued where we introduce our 3D borders and got excellent response.• Participate in Events.

Below Molty Goal: Penetration in Lower Brands

Price Conscious Segment

Strategies

• We reduced prices in lower brands and got good response from customers and furniture shops. Jet is giving tough competition to Sleep Easy (Diamond)• Increasing our market display in concerned Markets.

Goal – CELESTE’

Celeste Goals

•Promote Pocket Spring •Growth 20% Over all •Differentiation should be increased between Bonnel & Pocket Spring.

Celeste Strategies

1. Ad campaign with POS material 2. Change pocket spring technical name & patent it.3. Develop new Ad campaign educational.4. Participation in events like institutional functions and events.5. Differentiation will be increased by changing product presentation & Packing.

SUGGESTIONS

Flex Mattress improved with 3D Border. With Improved Quilt.

Molty 8 Inch need to be Improved with Border.