TABLE OF CONTENTS

HISTORY1
VISION AND INVESTMENT OPPORTUNITIES..2
COMMERCIAL PROJECTS3
QUALITATIVE AND QUANTITATIVE CONTROL5
EXPORTED PRODUCTS8
ADVERTISEMENT POLICIES.12
PROCESSING PROCEDURE.13
MARKETING ACTIVITIES14
SWOT
ANALYSIS17
MATERIAL
MANAGEMENT.30
SEGMETATION
38
POSITIONING
..40
PRODUCT DEVELOPMENT
PLAN41
PRODUCT MIX
STRATGIES
42
PRODUCT LIFE
CYCLE
43
BRANDING
44

COCLUSION
&RECOMMENDATIONS
45
REFERENCES
47

HISTORY
Sitara Textile came into being in 1959 with limited financialresources available. At the
moment Sitara Group is the leadingindustrial group in Pakistan, owning assets more than
US $4 billion. The Sitara Group of Industries deals in Textile, Chemicals,and Energy,
health and education sectors.
SITARA meaning a STAR is the title, which proved an omen for the Group, which
rose from a very modest beginning and now looms a distinguished Star on the galaxy of
industrial tycoons in the country.
The name SITARA emerged on horizon of Pakistan within a decade of its birth in the
year 1947. The start was modest with limited financial and other resources being
available. Hard work and dedication combined with untiring efforts soon flourished to
bear the fruits. An honest approach in dealings at all levels within and out of the
organization concerning our valued Customers, Vendors and other related agencies, is a
discernible factor to elevate the group to the level as we see it today. Above all, our
learned, capable, foresighted & devoted management and loyal staff soon turned our
humble efforts into a well-conceived and escalated enterprise in the country. SITARA in
its essence proved a practical symbol of bright fortune and success. Now Sitara is termed
as one of the top-level groups in the Industry of Pakistan. Sitara Chemical Industries
Limited is the recipient of VII
INTERNATIONAL EUROPEAN AWARD 1993, TOP 25 COMPANIES AWARD 1995,
1S09002 Certificate in 1999 from SGS Switzerland for Quality; and Sitara Textile
Industries of SECOND TEXTILE WORLD INTERNATIONAL SPECIAL AWARD
1993 in recognition of its services for the textile industry. The origin of the group dates
back to fifties, when two brothers late Haji Ghafoor Ahmad and Haji Bashir Ahmad,
(serving chairman) gifted with the business acumen and entrepreneurial skills established
an initial set-up Sitara Textile Printing at Faisalabad, (now expanded into Sitara Textile
Industries). The vision for the future made them realize to play a pivotal role in the
industrial development and economic prosperity of the country.
Always planning ahead of time with an ambition and mission to expand their business
activities on a broader spectrum and leading their journey to the path of eminence, they
succeeded to build a huge stratum of industry, reflecting diverse industrial activities

spanningThe professional management always lays emphasis on, initiative, drive and
team spirit, where continuous improvement and excellence is the goal. As a part of
Organization Development program, special emphasis is laid on development of Human
Resources through in-house and external training, in order to update the staff with recent
technical enhancements, to benefit new emerging technologies and supervisory skills
resulting in the development of a highly competent pool of human resource over.

VISION
An honest approach in dealing, within the organization and with customer,vendors and related
agencies.

INVESTMENT OPPORTUNITIES
PROVIDING JOBS TO 2000 EMPLOYEES ANNUALLY.

Manufacturing Import Substitutes, thus saving substantial amount of foreign

exchange
Paying Rs. 450 million in taxes annually
Earns foreign exchange to the tune of $10 million annually
Paying Rs. 22 Million as workers participation fund annually

COMMERCIAL PROJECTS
SITARA
SITARA
SITARA
SITARA
SITARA

TEXTILE INDUSTRIES Ltd.

CHEMICALS INDUSTRIES Ltd.
FABRICS Ltd.
CHEMICALS INDUSTRIES (UNIT1&2)
PEROXIDE Ltd.

 SITARA ENERGY Ltd

SCIL was incorporated in 1981 and began producing caustic soda in 1985, initially at a rate of 30
metric tons Caustic a day. The plants capacity was gradually increased over years to current
level of 610 metric tons a day. In addition, various by-product facilities have been added and
expanded from time to time to cope with growing demand. Company entered into Textile
Spinning Business in 1995. Its specialty chemicals and export division was established in 2001
and agri chemicals division in 2003.
Operation of Chlor-alkali plant, wherein Caustic Soda and Chlorine Gas are produced out of
common salt through electrolysis process. Caustic Soda is a basic chemical having a broad
spectrum application in various industrial processes. A number of bi-products being
manufactured are chlorine based. Spinning units, wherein all types of yarn e.g. Combed, carded,
knitting and Slub yarn are being spun to catering domestic/export market Agri application
Nutrients and Soil yarn conditioner.

In addition to foreign technology based products various products have been developed by
company R & D people. Such products are covered in Specialty Chemical and Agriculture
products.

Sitara Energy Ltd. (the Company) is incorporated in Pakistan as a Public limited company under
the Companies Ordinance, 1984 and is listed on all stock exchanges in Pakistan. The main object
of the Company is generation and distribution of electricity. The registered office of the company
is situated at 601, 602 business centre, Mumtaz Hassan Road, karachi. The project is located at
Tehsil Jaranwala, District Faisalabad in the province of Punjab.

SITARA ENERGY LIMITED is a most modern & largest captive plant in the country with
installed capacity of 80 MW.
It comprises on 8x5 MW HFO operated Diesel Generator Sets & sixteen (16) Generator sets
based on natural gas. Plant is well equipped with a combination of most modern technology from
Japan, Europe & USA.

Sitara Energy has a captive load of 30 MW of its sister concerns besides serving clientele
through a well-maintained 11 KV voltage distribution network. Sitara Energy is also supplying
20 MW electricity to Faisalabad Electric Supply Company (FESCO), which will be increased
after completion distribution network.

Sitara Energy Ltd. (the Company) is incorporated in Pakistan as a Public limited company
under the Companies Ordinance, 1984 and is listed on all stock exchanges in Pakistan. The main
object of the Company is generation and distribution of electricity. The registered office of the
company is situated at 601, 602 business centre, Mumtaz Hassan Road, karachi. The project is
located at Tehsil Jaranwala, District Faisalabad in the province of Punjab.

The Company produced 22,731 Metric Ton of Hydrogen Peroxide (50%) and achieved
production capacity of 76% which is 3% higher than the previous year.

DOMESTIC COMPETITORS OF SITARA

TEXTILE INDUSTRIES
FOLLOWING ARE THE DOMESTIC COMPETITORS OF SITARA
TEXTILE INDUSTRIES.

Kamal Text Chenab Textile Mills.

 Nishat textile Mills

Crescent textile Mills
Masood Textile.
Shahzad Siddique Textile
Afroz Textile Mills
Amtex Private Limited
Bismillah Textiles

Pakistan Textile Industrial Sectors Competitors

Bangladesh
India
China
Russia etc.

Departments:

Finance Department
Marketing Department
Production department
Human Resource Management and Admin
Export Documentation
Import Documentation
Security
Merchandising Department
Electrical department

 IT Department

Quality & Quantity control

Sitara textiles provide high standards in quality.

Manager is responsible for quality & quantity products.

QUALITATIVE APPROCH
This approach incorporates important factors like decision makers intuition,
emotions, experience and judgments. This approach includes following techniques:
1.

Executive opinion

2.

Sales force composite

3.

Delphi method

4.

Consumer market survey

5.

Nave approach

QUANTITATIVE APPROCH
This approach employs a variety of mathematical models that use
historical data or casual variables to forecast demand.
Techniques used under this approach are:
a)

Time Series Models

1. Moving averages
2.

Exponential smoothing

3.

Trend projection

b)

Casual Model

4.

Linear regression

STI uses a combination of both the qualitative and quantitative

forecasting approaches which is the most effective method to get
accurate forecasts. However, their main tool for this purpose is
qualitative approach.
Forecasting of demand is based on previous data, behavior of
people, and change in taste of the people, economic situation and
their purchasing power.
For export products, Christmas is also an important event, which
is considered while making forecasts.
For domestic products, demand forecasts fluctuate on the basis of
season (summer and winter) and one event like Lid.

WELFARE PROJECTS
AZIZ FATIMA TRUST HOSPITAL
GHFOOR BASHIR CHILDREN HOSPITAL
AZIZ FATIMA GIRLS MODEL COLLEGE

MEMBERSHIP
ALL PAKISTAN TEXTILE MILLS ASSOSIATION.
PAKISTAN COTTON FASHION
APARELMANUFACTURER AND EXPORTER
ASSOSIATION
ALL PAKISTAN BEDSHEETS ANDUPHOLSTARY
MANUFACTURERS ASSOSIATION
CHAMBER OF COMMERCE AND INDUSTRY FASIALBAD
KARACHI ASSOSIATIONALL PAKISTAN

Port folio of products

Sitara Textile has several products which are being Exported and as well as being supplied in
Pakistan.Company products include two categories one Export quality andsecond product which
are to be supplied in Pakistan

FABRICS
At Sitara Textile industry (STI) produce up to 3200mm wide fabricin 100% Cotton, Poly /
Cotton, Viscose, Poly / Viscose with plainand different weaves like Twills, Drills, Satins,
Dobbins, andJacquards etc. All these qualities are available in Bleach, Dyed andPrinted Fabric
(Pigment & Reactive).

Exported products
.

Sitara Textiles over 50% products are being exported to different countries. And it contributes
almost 17% in total Textile Exports of country

BEDSHEETS AND VALUE ADDED PRODUCTS

Aim of Sitara Textile is to provide comfort in style to itscostumers. Its specialty is fine quality
higher thread count beddingscomes to costumers in an excellent variety ranging from T130
toT600 threads. Sitaras major products include Sheet Sets (Cuffed, Hemstitch styles,
embroidered), Bed Skirts (ruffled and pleated), Quilt Covers, Sham, Comforters, Neck Rolls and
DecorativeCushions. The entire product range is designed in terms of colors, sizes, designs and
quality according to the costumers requirement.

Table covers
Sitara Textile provides exclusive range of table cloth in Bigger Repeat Panel prints, napkins,
Place mats, table runners and potholders etc to costumers so that their dinning could look
allegiant. These products are also customized.

Sitara Textiles over 50% products are being Exported to differentcountries. And it contributes
almost 17% in total Textile Exports of country.

Curtains/ Valances
Sitara Textile Industry provides a complete range of home useditems which are Exported to
several countries in the world. One of those products is curtains. Sitara provides big range of
Wide rangeof curtains and valances in different styles, designs and sizes.These styles include
drapery styles e. g rod pocket, header tape,and tab top, tie up, balloon shade etc. Fabrication
weather can be stain dobbies in different designs and styles.

Sitara Brand

Sitara Textile being a leading Textile unit and Exporter of Pakistandoes not
produce home used items but also has its own brands for men & women
suiting. These brands are available in different range of designs colors
Some of brands of Sitara are enlisted below:

Men's Range:
100% Cotton

Sitara Mughal-e-Azam Latha

Sitara Universal Latha
Sitara Swiss Gold Latha
Sitara Sapna Latha
Sapna Cambric
KT2000
Sitara Popline

only
seasonal
and styles.

Advertising polices:
Direct mail
Magazines
Newsletters
Newspapers
Television ads
Web pages
Novelties and posters
Brochures

SITARA WOMEN BRAND

Sitara Sapna Lawn
Sitara Supreme Lawn
Mughal-e-Azam Summer Collection
Sitara Supreme Linen
Sapna Linen
Mughal-e-Azam Winter Collection

PROCESSING PROCEDURE
Sitara Textile has complete processing facility within the mill.That means that from yarn making
to till final product Sitara iscapable of making by its own machinery and human resource.

Processing at Sitara includes:

Spinning
Sitara Textile started its spinning department in 1988 to produce quality yarn & fabric. Spinning
department of Sitara has become of mark of success because Sitara is using very latest and
modified Japans technology. . Working strength of 35,984 spindles is up ported by OTHORI
TRUTCHZILER BLOW ROOM of the very latest model
At the moment it is producing all type of yarn to fulfill local and Export requirement

Weaving
Sitara has facility of weaving all kinds of fabrics. it can weave multiple weaves from 1/1 plain to
jacquard damask fabric in width ranging from a minimum of 36 to 153 inches with a maximum
thread count of 1000 threads per square inch

Printing
Sitara Textiles major strength is the best quality of processing machines. It also has best printing
machines which can print 16colors on fabric up to a width of 3200mm, and are called ZIMMER
Printing Machines

Designing studio
Sitara Design Department is a quintessence of pure brilliance .The department is run by a team
of highly professional, artistic and innovative Textile designers. This department is equipped
with latest CAD/CAM designing hardware and software.

International customers
As being an Exporter for around 17% of Textile products, Sitara Textile has several countries
which import the products of Sitara. List includes USA, Canada, Australia, New Zealand,
Europe, South Africa, Scandinavia and South America.
Company strictly follows the American style of management or we can say the company is
centralized. A clear chain of authority exits in the company

Supply chain management

Supply chain management includes
Plan
Source
Make
Deliver

Marketing Activities

Company performs its marketing from different sources for its products. Basically company
focuses on costumer orientation approach and gives great value to customers and their
satisfaction.
As being a larger group of Pakistan Company does not use marketing for its product as much
where as marketing helps organization to build strong, favorable image in the minds of
customers

TV ADVERTISEMWNTS
Company uses this tool of marketing as main tool for it and provides adverts in different TV
channels for its ready to wear brands of cotton/fabric for men& women

Fashion magazines
Sitara Textile also gives information about its product indifferent fashion magazines to attract the
costumers

Free sampling
Company uses one very good technique for its international costumers that it sends the free
samples of different product to costumers so that they could check the quality of the product

Fashion shows
Company also organizes fashion shows in which its products are consumed and people come to
know about them
As it has been mentioned that company performs its marketing activities at very small scale but
the mediums which company uses at very recent time are very effective and less costly .But
being the oldest group of Pakistan Sitara Textile must increase the number of marketing activities
and should brought different tools of marketing into practices

Possible mediums for Sitara Textile could

be

Company could use its website as its marketing tool by providing online customer
service, by taking applications for free sample online through its website.
Vertical integration (backward/forward) does not exist in the company, if company plans
to have vertical integration so it can give a competitive edge over competitors
Company should start mass production so that every type of orders could be completed
Company should participate in different trade exhibitions around the globe.

Costumers Approach
Sitara Textile Industry is a complete textile mill that not only produces the
textile products but also has proper plan & strategies to design their product,
identify their customers and fulfill their needs & wants. Department of
marketing and designing are engaged in these activity
Sitar textile has classified their customers in two categories

Business Customers
Domestic customers
Business customers are the corporate client of the products of Sitara Textile Industry and they
require the products for their customers according to requirement to their customers
STI
Produces the products those arte called customized products. These business customers include
both national & international customers

For the domestic customers

STI has different approach, it has the research department that studies the requirement of the
potential customers, trend in the market and as well as the purchasing power of the customers
and after that this information is transferred to product designing that designs the product
For making it further effective STI has divided its customers indifferent segmentation on
different basis so as to satisfy them properly and maximize the revenue

STI

Produces the different products for different segments according to their

proper needs and wants

STI has different segments of customers on the basis of

Quality
Price
Use based
Product oriented
Brand oriented

STI has different products & different price level for these all customers & fulfills their demands
well & has earned the trust of customers

Competition
In Textile industry there is huge competition. Sitara Textileindustrys potential rival includes
local and international businesses that are producing finished and un-finished productsfor both
national and international market
In international market Sitara Textile will compete with China and India from south Asia who is
producing products with large engineering scale but Sitara Textile industry has the advantage of
using Pakistani cotton which is ranked number 1 in international market.
Other competitors include in international market from Pakistan for Sitara Textile industry are
Koh-Noor Textile, Deewan Textileand indirect competitor Pak Dynm which only produces
Dynmand several more, but Sitara Textile has several edge over itscompetitors like

Quality of product
Advance technology
Wide range of designs

 Trust of costumers from over 40yrs

SWOT ANALYSIS
STRENGTHS
First of all, the thing that strengthens Sitara Textile is relationship marketing.
Sitara Textile makes very good relation with itsconsumers, customers and suppliers. This is the
reason that they proud to being associated STI
STI has been awarded several times for ISO quality awards

ISO 9001-2000
ISO 14000

This thing also shows the strength of STI (Sitara Textile Industry)

Textile industry needs to remain competitive by adopting advances in technology and STI has
understood it very well and have adopting all new technology needed to remain competition.

STI prefer customization and manufacture its products according to the costumers needs and
wants
STI has fast delivery procedure of products
STI owns very competitive and quality human resource

Commitment to excellence in customer service

STI shows zero compromises of quality at all levels and has complete products of quality
checking which is called quality control and involves inspections, spinning labs, dying lab
STI has established its own Stitching department which stitches the product according to the
standards with the capacity of 400,000sets p/m.

Weaknesses
Sitara Textile does not have vertical integration at any level which could affect STIs Profitability
as compared to those who have vertical integration
Sitara Textile is not doing proper marketing of its products, it more relay on permanent costumer
rather than going for new customers as well
STI is facing shortage of supply where as demand has increased its capacity
Sitara Textile industry does not consider training its employee

Opportunities
Sitara Textile has several opportunities waiting for them in terms of more Profitability.
If STI increase the capacity of its plants it can have more international customers who will
increase the profitability
Forward Vertical integration can also help STI to have more national costumers
Backward integration means that company produces its own raw-material, if STI does so the cost
of raw-material will be less and the cost of final product would also be less that means that
company could have more profit and costumers.
Company could provide online customer services and online ordering system

Threats
The company has biggest threat of very cheap price of the products by China
There are several other threats for STI are available, as STI is operating from Pakistan so the
situation of Pakistan can benefit or could harm STI
Unstable political system of Pakistan stops invertors to invest in new business units and also
rules and regulations and tax policy could be changed

Crises of energy have increased the cost of goods and have brought the profit margin at very low
level.
In Pakistan wit out favoring someone doing business is very difficult because personal fevers and
clout are the culture

Tariff barriers and quota system for Exporters is a big threat that they cannot Export products
according to demand but according to assigned quota
Instability of Pakistani economy and especially Pakistans rupee is treating the organizations

Women's
RangeCotton/Linen/Cambric

Sitara Sapna Lawn

Sitara Supreme Lawn
Mughal-e-Azam Summer Collection
Sitara Supreme Linen
Sapna Linen
Mughal-e-Azam Winter Collection
SITARA SHMEEL LAWN

MUGHL E AZAM SUPREME COLLECTION

SITARA SAPNA LAWN

SITARA SHMEEL LAWN

SEREN PREMIUM
LAWN

SITARA KHADDAR
DRESSES

MATERIAL MANAGEMENT
Inventory management
Inventory management is very important, inventory management
concerns short decision about suppliers inventories, productions
level, staffing pattern distribution & schedule.

Types of inventories
1.

Raw material

2.

Work in process

3.

Stores & spares

4.

Furnished goods

Functions of Material Management

There is different type of function of material management.
1.

Supplier selection

2.

Issuing Purchase Release

3.

Inbound transportation

4.

Work force schedule

In Sitara they have the production department commercial

department. Commercial department checks the inventory and
then decides about new seller.

Supplier Selection

They ask the supplies for quotation and selected that supplier
who gives the quotation according to their specification. They
have long term relationship with their supplier. They dont easily
switch over to supplier. They follow top order regularly.

BASIC purchase item.

1.

Grey cloth

2.

Dyes

3.

Chemical

Storage & Spin Department

1.

Purchase order

2.

Inward gate process

3.

Inspection report pass

4.

Store Receipt Note.

5.

Material issue note

There Is Two-Inventory Control Method

1.

Continues CQ / review system

2.

Periodic review system

Sitara is using continuos Review system. They are manufacturing

inventory to reduce the cost. They are not manufacturing
anticipation inventory.

Safety Stock
There is four type of inventory of an item.
1.

Cycle inventory

2.

Safety stock

3.

Anticipation

4.

Pipeline

Sitara textile used safety stock method. Safety stock inventory

protects against uncertainties in demand lead diminution to
supply.

Lead Time
Lead-time is a time which is required from I supplier for the
acquisition of inventory. Sitara textile has different lead-time for
different suppliers.
Local = 2-3 day.
Karachi = 1 week
Import 120 days

Finished Goods Inventory Placement

There is two type of placement
1.

Forward placement -Near to customer

2. Backward placement -Near to plant.

Sitara is using backward placement

GEOGRAPHIC SEGMENTATION
Subdividing markets into segment based on location the region countries cities and towns where
people live and work is geographic segmentation. So we geographically segment it within
Pakistan and outside also.

DEMOGRAPHIC SEGMENTATION

OCCUPATION may have any occupation withen Pakistan or outside

Pakistan.

MARITAL STATUS Consumers of industrial products may be married or

not.

EDUCATION The customers of sitara textile may be highly educated or

any class.

AGE Every age of people use products of sitara textile industry.They may be
children or young persons.

GENDER The consumers of this may belong to any sex like men, women or
children etc.

VALUES AND LIFESTYLES The consumers have values and lifestyles

totally according to Islam and ethics are highly considerd. The other
countries which use the products of this are also have highy values and
lifestyle according to their fashion or likings etc.

PHYCHOGRAPHIC SEGMENTATION
Demographics are used to segment markets because these data are related to behavior and
because they are relatively easy to gather. This has a great importance in targeting consumers and
must should about their phychographic characteristics.

POSITIONING
Having identified the potential segments and selected one more to target the marketer must next
decide what position to pursue. A position is the way a firms product Brand or is viewed relative
to the competition by current and prospective customers. When positioning a product a marketer
must wants to convey the benefit most desired by the target market.
We positioned our product with our competitors like EIZA, FIVE STAR and DAWOOD which
lawns are very highly considered in all over the country.

Quality

Quality

Expensive

EIZA
Five star

Dawood

Unspecified

Color

Area
Sitara
textile

Price

TARGET MARKET
Textile export market.
Men and womens wardrops on national and international
level.

PRODUCT DEVELOPMENT PLAN

A new product development strategy is a statement identifying
the role a new product is expected to play in achieving the
corporate and marketing goals.

Following are the stages involved in product development

strategies like idea generation; screening idea; business analysis;
prototype development; market test and commercialization. The
R&D department has very important and conscious role in product
development or introducing new product of SITARA TEXTILE.

Identify strategic
role

Idea generation

Screening of idea

Prototype
development

Market test

Marketing

Business
analysis

PRODUCT MIX STRATGIES

POSITIONING THE PRODUCT
The product is positioned according to following categories

Positioning in relation to a competitor

For some products the company best position is directly against

the competitors. This strategy is suitable for a firm that already
has solid advantages in its products.

Positioning in relation to a product class

Sometimes a companys positioning entails associating its
product with a product class.

Positioning by price and quality

Sometimes company makes its strategy according to the high
price and their high quality.

PRODUCT MIX EXPENSION

Product mix expansion is accomplished by increasing the depth
within a particular line or the number of lines a firm offers to
customers .When a company adds a similar item to an existing
product line with the same brand name this is turned a line
expansion.

ALTERATION OF EXISTING PRODUCT

Sometimes a company makes alteration in their existing
product or may give a well look or fresh look to increase their
revenue.

PRODUCT MIX CONTRACTION

Another strategy product mix contraction is carried out either
by eliminating an entire line or by simplifying the assortment
within a line.

PRODUCT LIFE CYCLE

The product lifecycle goes through many phases and involves
many professional disciplines and requires many skills, tools and
processes. Product life cycle (PLC) is to do with the life of a
product in the market with respect to business/commercial costs
and sales measures; whereas Product Lifecycle Management
(PLM) is more to do with managing descriptions and properties of
a product through its development and useful life, mainly from a
business/engineering point of view.
Products tend to go through five stages:

SITARA PRODUCT DEVELOPMENT STAGE

LOSSES
VERY LOW PRICES
NOT ANY REVENUE

SITARA INTRODUCTION STAGE

PRICES HIGH
DEMAND HAS TO CREATED
CUSTOMERS HAS TO PROMPTED TO USE PRODUCT
LOSSES

SITARA GROWTH STAGE

COST REDUCES DUE TO ECONOMIES OF SCALE

PUBLIC AWARENESS
PROFITABILITY
PRICES HIGH TO EARN HIGH PROFIT
INCREASING SALES

Sitara textile

Development stage
Declining

Introduction stage

Growth stage

Maturity stage

Sales volume

Unit cost

Sales

Time

BRANDING ARCHITECTURE
Brand architecture is a systematic way of organizing the identity
of the different products, messages, or elements of an
organization so that people both within and outside of the
organization understand how its clients or customers are being
served. Brand architecture also provides a solid framework for an
organization to manage future opportunities so that the new
ventures are strengthened by their association with the value and
equity invested in current activities.

The advantage of brand architecture is simple: Building onto the

equity of an existing, strong brand is much easier, and less
expensive, than launching a new effort. Sitara communications
and marketing specialists help organizations establish effective
brand architecture through strategic analysis and by optimizing
the relationships among an organization, its products, and its
clients. Our brand architecture strategy consolidates the image
your organization wants to project, both now and in future
endeavors.

BRANDING
Branding is the process of establishing a company image that
defines what it is, what it does, and what it stands for. Sitara
R&D has worked with both public and private organizations to
design a consistent set of ideas or images that reinforce this
image, from developing strategic marketing concepts to
creating a logo, product identity, and Web site of the
organization must have one of its initiatives. We work internally
with organization personnel to generate their creative ideas
and buy-in.
We work externally with customers and clients to pinpoint their
needs, wants, and identification with organization products and
values. Using all of this information, we create a brand or a
brand architecture that builds a bond between an organization
and its targeted market.

CONCLUSION &RECOMMENDATIONS
Sitara group of industries is one of the renowned industrial groups of the
country. This group started its industrial activity with textile weaving sector in
1956, under leadership of two brothers. Sitara group by now is in textile cloth
finishing and processing, textile spinning, chlor alkali industries and power
plant.
Sitara textile is one of the largest manufacturer and registered leading exporter
of textile goods in Pakistan, exporting quality products throughout the world.
Sitara has its own designing both manual and computerized, developing and
screen-making department.Sitara has large number of designs and qualities of
fabrics that comply with any requirements and cover all the styles, in the most
extensible range of colors and printed on such varied fabrics as poly cotton 50:
50 plain weave, 100 % cotton fabric plain weave, percale, sateen in bleached,
dyed and printed form.
Apart from fabrics Sitara has its own stitching department having 120 machines
for producing value added products i.e. bed sheet sets, quilt covers, comforter
shells, pillow covers, curtains, table cloth and also readymade garments.
Equitation of the best possible quality control equipments ensures best quality
products.STIL has most modern and latest computerized equipments in its
laboratory for everytest required for fabric, including shrinkage, rubbing
fastness, pilling, and light fastness, bowing and washing of the fabric. In Sitara
textile during my internship I noticed that STIL is one of the major exporters in
cloth sector of Pakistan. They are very properly contributed their share in
earning foreign exchange. According to my information STIL is earning more
than 30 million US $ foreign exchange and 90 % of the products have been
exported while 10 % are sent to the major cities in Pakistan. And this 10 %,
which is sent to local market, has a very good reputation in Pakistani market.
There is no doubt that STIL is one of the leading companies in textile export in
Pakistan, but they achieve this position after many years of hard work and
entering efforts. One thing that I want to discuss here is that the wordings of the
STIL, s chief executive to all the managers and employees that, do work as

that the whole company depends on you and CEO gives proper attention to all
employees of the STIL.
During my intern ship in concluded that the following factors contribute in the
success and popularity of STIL. These factors are as follows.
The first thing which counts in the success of every organization is the
environment of the organization, during my internship one thing which inspires
me is the friendly environment of STIL. The behavior of employees with each
other and especially with juniors as well as with internees. The CEO of STIL
daily visits the all department and personally knows about the work progress
and difficulties during working of the employees. Here one concept arises that
the employees feed proud when they meet with CEO and directly convey their
problems to CEO.
In STIL there is a modern and sophisticated processing plant consisting of
singeing ,shearing, continues bleaching, dyeing, mercerizing and calendaring
both normal and friction. Printing department is equipped with two rotary
printing installations from J-Zimmer Austria, having all modern arrangements
to handle cotton and poly cotton fabrics. It can produce printed fabric up to 280
cm finished width in maximum of 8 colored designs.
The presence of centrally air-conditioned laboratory, all the machinery of
laboratory is imported from foreign countries to ensure the quality of the
product according to the standards set by the customers. The laboratory is
playing its key role in all the departments in providing 100 % correct result in
all fields of processing department. The entire production department cannot
work properly wit out the presence of laboratory. Definitely the laboratory is the
backbone of Sitara textile.
Another factor that counts much in the success of STIL is the strict rules and
regulations of the organization. The credit of this goes to the human resource
department. The management and the employees have to abide by these rules
and regulation in every circumstance. The shifting time, Lunchtime and the HR
department very strictly observes closing time.

The most important factor is customer satisfaction. The satisfaction of customer

is the priority of STILs management. The STIL producing good quality
products and exported90 % of their products. I noted during my internship that
proper care is given to the export quality cloth during processing so that the
customer must be satisfied with the quality, which he receives from STIL. The
bleaching dyeing, printing, finishing even packing of export quality cloth is
done taking in to consideration the requirements and demands of the foreign
parties concerned.
One thing that is the positive point for inexperienced persons that STIL offers
variety of training programs for the peoples coming from different institutions
and fields. In the entire department the peoples from different institutions and
fields get proper training for the betterment of their future.
The last but not the least important factor is the introduction of the computer
technology in all the departments. The computer system has increased the
efficiency and effectiveness of work by decreasing work time, load and labor.
STIL is not only arranged computer system in their organization but they also
managed special short term training programs for the employees so that they
can use the computer system properly.

REFERENCES
1#WWW.SCRIBD .COM
2#WWW.PAKISTANBUSINESS JOURNAL.COM
3#WWW.SITARA TEXTILE.COM
4#WWW.PAKTECHSEARCH.COM