Gul Ahmeds Communication for Events, Sponsorships and Public Relations.

Gul Ahmed integrated marketing communications has been extensive and they are using
almost all the available channels to communicate with the consumers and stake holders (both
internal and external). Some of the channels already in use by Gul Ahmed are listed as under:
1. Banners / sign boards.
2. Billboards.
3. Magazines.
4. Newspaper ads.
5. Posters.
6. Publication (annual report).
7. Catalogues.
a. In store catalogues.
b. Online catalogue.
c. Social media catalogues.
8. Web site.
a. Corporate website.
b. Online Store.
9. Social Media Presence:
a. Facebook page.
b. Twitter page.
c. Instagram page.
d. Google +.
10. SMS marketing.
11. Video Advertisements:
a. TVC
b. You Tube.
c. Vimeo
12. Radio Advertisements.
13. Events
a. Sale Promotions.
14. CSR activities.
a. Waste water treatment plant.
b. Investing in first women boxing ring in Lyari, Karachi.
c. Collaborating with Pink Ribbon to help fight against breast cancer in Pakistan.
d. Partnering with United Nations Women Development Program.
e. Funding Agha Khan University Hospitals Pediatric Intensive Care Unit.
f. Educating the underprivileged through Habib University Scholarship University.
15. Public Relation Activities:
a. Day activities at Great Home, an Old age home for women.
b. Womens day activities.
c. Collaborating with Pink Ribbon to help fight against breast cancer in Pakistan.
d. Partnering with United Nations Women Development Program.
16. Sponsorships:
a. Educating the underprivileged through Habib University Scholarship University.

Textile industry especially the retail side has become consolidated with companies growing
mainly through forward and backward integrations. As this industry has become
consolidated, aggressive marketing has become the industry norm. With the increasing
competition and aggressive marketing campaigns, there is information in cluttered and the
consumers have become overloaded. To stay ahead of the competition and avoid the clutter
company should constantly change and innovate their marketing strategies and
communication. Gul Ahmed have been the market leaders in textile sector in Pakistan for
decades. It has been introducing new innovations in production, sales (retail and consumer
promotions) and marketing. I has been using all the available resources and channels to
market its products and create a difference in market. Gul Ahmed has always tried to stay out
of the clutter in its marketing campaigns. Also the companies use and mix of communication
channels has also been extensive, which leaves little space to experiment with the channels.
Novelty can be brought in either by changing the communication channel mix or rebranding;
not by changing the brand positioning or image but the brand elements. Also it can be
enhanced by further adding to the list of communication channels. By adding more to events,
endorsements, sponsorships and public relation activities Gul Ahmed can really stand out of
the clutter. Some suggestions for adding to existing list of events, sponsorships and public
relation activities are given as under.
1. Events:
a. New store launches:
Gul Ahmed should focus on new store launch events. Such events should be
publicized by advertising or they can be made exclusive launch events though
invitations only. Celebrities, bureaucrats, key opinion leaders, media personnels,
selected loyal customers.
b. Product Launch Events:
New seasonal collection or new products such as new lawn volume launch events
should be organized in stores, especially in large stores. Such events can also be made
exclusive by inviting high worth or loyal customers.
2. Sponsorships:
Gul Ahmed already have sponsorship program in form of CSR such as Educating the
underprivileged through Habib University Scholarship University. They can further invest
and increase the scope of such programs as in starting scholarship programs for high school
or college students.
Apart from CSR sponsorships, Gul Ahmed can have events sponsorships such as:
i. Sponsoring Morning TV Shows or reality shows such as Chai toast aur
host or Jeeto Pakistan.
ii.
iii. Sponsoring fashion events such as Pakistan Fashion Icon 2k17.
iv. Sponsoring social events such as Lahore Eat, Sufi Fest and All Pakistan
Literary Festival etc.
v. Sponsoring women college/ university annual functions.
vi. Sponsoring spring 2017 birds and family festival.
vii. Sponsoring Shaukat Khanum Memorial Cancer Hospitals donation
campaigns.
viii. Sponsoring charity events.
Sponsorship programs can be organized in a way as to support the regular advertisement
campaigns, such as they can be done at the start of the season i.e. spring/summer or
autumn/winter when the new product is being launched. Or during the end of season along
with the sale promotions. In such sponsorship programs, Gul Ahmed can give giveaways
such as goody bags or discount coupon redeemable in store on full price articles.
3. Public Relation Activities:
Gul Ahmed have been actively participating in CSR and PR activities, but there is a line
between its CSR and PR. Company has to define clear boundaries between both, in order to
fully capitalize from each category. Company can organize several PR activities such as:
a. Organizing talk shows on social issues.
b. Educating women on domestic violence or body shamming etc.