GROUP MEMBERS:

MANOSH
ANISH KUMAR
ABID HUSSAIN
AADESH KUMAR
AKBAR HUSSAIN

DEWAN PLASTIC
INDUSTRY
Marketing Plan
Table of Content

Executive Summary……………………………………………………………3
Current Marketing Situations…………………………………………….......3
Market Description…………………………………………………………………….3
Product Review………………………………………………………………………..3
Competitive Review…………………………………………………………………...3
Channels and Logistics Review……………………………………………………….4

SWOT ANALYSIS…………………………………………………………….4
Strength………………………………………………………………………………..4
Weaknesses……………………………………………………………………………5
Opportunities…………………………………………………………………………..5
Threats…………………………………………………………………………………5

Objective and Issues…………………………………………………………...5

Marketing Strategy…………………………………………………………….6
Positioning……………………………………………………………………………..6
Product Strategy……………………………………………………………………….6
Pricing Strategy………………………………………………………………………..6
Distribution Strategy…………………………………………………………………..7

Action programs…………………………………………………………….…7
Budgets…………………………………………………………………………7
Controls………………………………………………………………………...7
Executive Summary
Dewan plastic industry is one the renowned plastic manufacturers in all over Pakistan. It was
founded by Mr. Sachin back in 2016. Keeping in view the rising demand of plastic compared
with iron or another good in construction, it started to capture the market by making a start.
Initially there were only two of heavy machineries in the industry which were latest
compared to its competitors. Dewan plastic industry basically started its business in plastics
and then after some it came to realize that the demand of plastic was less in compared to
other related to plastic goods so it closed its production in plastics. It then enhanced its
business by producing the pipes and elbows for the market which showed huge recovery and
now Dewan plastic is spread to all over Pakistan being as local industry of Sukkur by
capturing 51% of market share of overall pipes and elbows. It further added new heavy
machineries in the production and number reaches to seven by now and still they are planning
to start their production in other cities of Pakistan to meet the demand.
Current Marketing Situation
Market Description: As we know that we use pipes and elbows in our constructions
so mostly the target audiences are the ones who are builders, real estate employees
and individuals who are willing to construct the home for the fitting of washrooms
and electricity they will definitely need pipes and elbows so Dewan plastic provides
them easy access to the market and makes sure that its products are available in all
over Pakistan except the northern areas. After the discussion with owner of Dewan
industry we came to know that they have excess demand but due to less space they
can meet the demand of market as Pipes and elbows of Dewan industry are much
reliable and qualitative than the most of competitors.
Competitive Review:
Nowadays due to increase in the technology, competition is increasing day by day. To
overcome the hurdles of competition we are trying our level best to meet the target or
fulfill the demand. There are 3 competitors.
1. Sukkur plastic industry
2. Mehran plastic industry
3. Indus plastic industry
1.Sukkur Plastic Industry
Sukkur plastic is the leader of market because it is oldest industry in sukkur. It offers
only two types of pipes, Dubai PVC and PPRC. The competitive advantage of sukkur
plastic is that they produce PPRC pipe. In sukkur, Sukkur plastic is only industry in
sukkur who produce PPRC pipe. Sukkur plastic have high tech machines for
production of PPRC pipes and that makes them market leader. Their pipes are highly
available and high quality but their prices are high as compare to other industries.
2. Mehran Plastic Industry
Mehran plastic industry was also the competitor of Dewan Plastic Industry. They
offerd only Dubai PVC pipes and used to supply only in Sindh. They were growing
really fast due to government- imposed high taxes and they were not able to bear
those all costs and they decided to close their company.
3.Indus
 Indus plastic industry is also the competitor of Dewan plastic industry in sukkur. They
were also the market leader in pipes. Due to entrances of some new companies their
profits are decreasing and because of that they started to do produce new types of
water pipes. They sold their machinery to sukkur plastic industry and started their new
business of new type of pipe.
Product Review:
Pipes: Pipes are made up of Filler and Rason and Chemicals. Available in different
sizes starting from 1/2'’ to 12’’ and with strongest gauge in market.
Elbow: They are also produce from Filler and Rason. Their function is to bend and
connect two pipes and It is available in different sizes.
Socket: They are produce from Filler and Rason. Their function is to connect two
pipes and it is available in different types.
Tee: They produce from filler and Rason. Their function is to connect three pipes and
it is available in different size.
End Cap: They are used for closing of elbows.
Channels and Logistics Review
Dewan pipes and elbows are distributed initially to their warehouses which are
located in all over Pakistan such as Sukkur, Hyderabad, Karachi, Rahimyar Khan,
Dera Ismail Khan, Dera Ghazi Khan, Peshawar, Lahore and Quetta.
Once the Pipes and elbows are manufactured in the factory they are kept in the
warehouse of Sukkur for some time and then through transportation by road the goods
are sent to different regions warehouses which are rented by Dewan plastic Industries
and then from there agent contacts with different wholesalers and then to retailers and
finally to consumers. Transportation charges till warehouses are born by Dewan
industry but rest is the cost of wholesalers.
SWOT ANALYSIS OF DEWAN PLASTIC PIPES COMPANY:
STRENGTH: firstly, every company has their strength based on their value as the dewan
plastic pipe company has the strength of the Machinery that have been installed in the
company which give the strength for our company against the competitor. The machinery
which the industry is using is most advanced which have high production units in small time.
Secondly, the industry has another strong point is the Employment Loyalty. In this industry
employs are very loyal to their industry because of having the care of working employs
which serve their best for the betterment of the industry growth.
Thirdly, the industry has best quality of the product. the product which is being produced is
very much strong in the usage which cannot break easily being plastic. the quality of product
also challenging the competitor also beating the competitor industries.
Fourthly, the industry has the strong and valued relation with wholesaler who move the
finished product to the entire market.
Fifthly, the industry has very talented and skilled operator for their heavy loaded and high
technological operating system. He is the only operator in the industry. Machine can only be
operated by highly experienced and skilled persons that work in the company. They all know
all the operating instructions of the machine.
Sixthly, the industry continuously repairs and maintain the machines of the company so that
they can maximize their working capabilities and being used effectively for the manufacture
of the product.
Finally, the most important is that the industry has strength of the Financial backup. which
help them in the time of crisis so that they can survive very easily in the tough time against
their competitor.
WEAKNESS: in the start, having the low space of warehouse that could store the finished
product weaken the industry and could provide an opportunity for the rival. It also effects on
our business by reducing the manufacture of product and generating the revenue.
Secondly, the demand which is increasing day by day and the industry cannot meet the
demand of the wholesaler.
Another, transport cost, the industry is bearing the due to having the trouble in providing the
product to the wholesaler they are far away from the company.
Forth weakness, is problem of electricity that effect the entire industry’s worth. the weakness
of area of electricity is very much crucial weakness. of the company run the generators for
production of the product so the cost of the product increase 37 % more than the electricity
and may increase in the price the industry will face the huge loss.
Finally, the Size of Existing Plant, dewan plastic is not able to produce enough to meet
demands that create the hurdles in the supply to the wholesaler. And storage is also big
problem for them.
OPPORTUNITY: the new emerging opportunity for the industry to avail is the new market
the area in Sindh, and all other provinces which is still not being covered has great
opportunity for them. Also, by meeting the demand of the wholesaler is itself an opportunity.
THREAT: firstly, the industry has threat from their rivals’ competition industries which are
also producing the same product and targeted the same market.
The competitor is also a sound portion of the market. But if he installed the advanced
technology machinery in their plant then it will affect over captured market and may decrease
their price of their product because the new technological machinery which is cost efficient
for the product. That will also reduce our market and will grow their market by huge portion.
Secondly, the industry has the threat from the government rules and regulation in the country
as tax and specially those which are related to import and export of raw material from the
neighbor countries. the industry is purchasing their raw material and the machinery also from
the China if the government passes the rules and regulation those have direct effect on the
customization import and export that will create a hurdle for the industry.
Thirdly, the industry have a single Supplier for their raw material.

Objective and issues:

Dewan plastic industries set their objectives according to market environment and their own
capabilities.
 2016-year objectives. In 2016, It was start so their aim was to just avoid any big
losses and they were successful to break-even.
 2017-year objectives. In 2017, Dewans objective was to earn some profit and they
were able to do so. Their profit in 2017 was around RS20M-30M with sales of
approx. RS300M.
 2018-year objectives. In 2018, they successfully maintained their profits with sales of
350-370M.
 2019-year objectives. For 2019, Dewan aim is to break all its previous records-target
of 600M-1000M sales with the help of new plant. The new plant-which is in
construction-will increase their sales by 4times.
Issues
Initially their major issue was of machines, they had only 2 machines and were not able to
meet their demand. Even now they have total 8 machines but still they are not able to meet
their demands. They need few more high tech machines to produce more to meet demands.
For this, they are working on new plant, there they will add more machines and will be able
to produce according to market demands.
Marketing strategy
Dewan’s marketing strategy is Mass production they don’t sell directly to consmers. Dewan
wants to make its product highly available. They produce in high quantity and sell it to
retailers and whole sellers.their primary targets are different areas of Sindh and Punjab and
anyone wants to build house,buildings, ethier for themselves or for sell . They have variety of
quality in products(6,8,10,12kg). They focus on income segment too-produce products from
5 to 140 per foot.
Positioning
Dewan plastic industry use mass production so its products are highly available for
businesses and consumers. Their produce high quality products with less cost as compare to
competitor that’s why they sell their product at lower prices.
Product
They produce mutltiple products like Pipes, Elbows, Socket, Tee, and End Cap. In pipes,
there is variety of quality- their quality measures is in kilograms and it is available in 6 to 12
kilograms. Elbows, Socket, and Tee are used for joining or bending of pipes. End cap is used
for cleaning purpose.
Promotion
They are not highly involved in promotion activities and they are mainly depended on buzz
marketing and they promote their brand name by distributing of wall clocks, key chains,
pens, hats, and calendars with their brand name and logo.
Place
Their products are highly available at all hardware shops all over Pakistan but mainly in
Sindh: Karachi, Hyderabad, Sukkur, and Larkana and also in Punjab: Multan, Dera Ghazi
khan, Lahore, and Faisalabad.
Price:
Dewan pipes are available at 5 to 140 per foot at wholesale and 8 to 180 at retail. But in
future the price will decrease because of installation of new plants in 2019 will decrease to 5
to 10%.
Distribution Strategy:
Dewan’s use indirect chain strategy. Product travel through company to wholesaler, from
wholesaler to retailer and then to customer. they have warehouses at different locations-
Hyderabad, Multan, Larkana, Peshawar, Quetta and few more. And will increase number of
warehouses until they cover all Pakistan.

Action Programs
As our product line is already in market so we don’t need to explain how we will launch it
but in order to ensure that gap in market should be filled In as soon as possible. For that
Dewan plastic industry has purchased two new machineries but they require space keep it for
that construction in under the process and it is expected that in June-2019 those two
machineries will be in working form and will start producing the pipes and elbows in order to
meet the demand.
Other than that in future they are likely to increase their factories to Hyderabad, Peshawar
and Rahimyar Khan so that they could minimize the transportation cost and make the good
available in other provinces too but these are future plans which will likely to be beginning if
situations permitted in next four to five years.
Budgets
Initially pipes had generated the huge revenues for the industry but due to less demand for
plastic the company reached at breakeven level in year one but then industry started gaining
huge profits by capturing most of markets and minimizing the cost by shutting down the
production of plastic completely. In year 2017, they had generated the profit of around Rs.20-
30M within two years and recent figures didn’t show the profits but there sales have reached
to Rs.350M around. This is a success story of Dewan plastic industry. One can’t believe
within this short span of time they have achieved such milestones and it is expected that in
2019 they are optimist to achieve the target of Rs.600-1000M by adding new plant till June-
2019. And total investment in the business is around Rs.300M.
Controls
In order to make sure that the everything works smoothly the main person who is appointed
as sales manager at Dewan industry is one of the renowned sales manager in plastic industry
so the owner always accompanies with the sales manager whenever he is out in the field to
the agents and wholesalers and final approval is always given by Mr. Sachin. Other than that
there is a lot issue of electricity in Sukkur region they have instilled huge generators in order
to make sure that no hindrance is created once the light goes out. Apart from that they have
also managed to have ups systems in order to not even give a single second to make the
production at its halt. Not only that they have around Fifteen days off in 365 days especially
for the maintenance of machinery. Other than that they have hired special technical person,
only he can repair the machinery if in case there are problems with it. The competitors also
outsource the help for the technician from Dewan industry. Last of all dewan industry has
huge control on its qualitative product and ensures that they keep on producing the same
quality.