Documentos de Académico
Documentos de Profesional
Documentos de Cultura
MANAGEMENT
Term Project
Submitted to:
Maam Sana Azar
Submitted by:
Ahmad Ali Haider
Ahmad Zafar
Asad Khalid
Ayesha Majid
Muhammad Ameen Abdullah
Muhammad Bilal Sarwar
Molty Ortho
Contents
Executive Summary ........................................................................................................................ 5
Introduction..................................................................................................................................... 6
Product ........................................................................................................................................ 8
Pricing ......................................................................................................................................... 9
Place .......................................................................................................................................... 10
Promotion.................................................................................................................................. 10
Strengths ................................................................................................................................... 12
Weaknesses ............................................................................................................................... 13
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Opportunities............................................................................................................................. 17
Threats....................................................................................................................................... 17
Geographic segmentation.......................................................................................................... 19
Competitors Profile....................................................................................................................... 20
Operations: ......................................................................................................................... 22
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Services: ............................................................................................................................. 22
Conclusion .................................................................................................................................... 27
References..................................................................................................................................... 28
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Executive Summary
The product our group chose to work on was Molty Ortho mattress, a custom built, and unique
mattress developed by Master MoltyFoam catering to customers with backache problems and the
consumers who want a relax, stress free sleep during the night. The product has different
variants, each serving and delivering value to its targeted consumers as per its designed function.
However, there was very little awareness in the market for these orthopedic mattresses. The
consumers mixed these with normal mattresses and thus there were not enough sales as projected
Identifying this problem, we came up with solutions and new marketing strategies for the
MoltyFoam Ortho mattresses which are aimed to increase the awareness of the product amongst
the consumers and also educate the consumers for why they should purchase these Ortho
mattresses and how would it is designed to impact their health. The product has been analyzed
from the viewpoint of various marketing models such as Bulls Eye Model and Porters Value
Chain Model and thus an overall marketing plan has been established to increase the sales of the
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Introduction
In 1963 Master MoltyFoam was founded by Mr. Riaz Malik. The company began its operations
by initially manufacturing high quality rubber tires for the Pakistan Air force in particular and
also for other sister forces. However Mr Riaz who was a man with great vision wanted to bring a
change in the life styles of the people of Pakistan. Since Pakistan was a newly established
country back then and there was a lack of resources as well, the bedding industry was poorly
underdeveloped. Mr Malik introduced the Master Molty mattresses collaborating with Bayer
(Germany) for innovation and technical benefits and thus Master MoltyFoam soon became a
general name for the bedding and mattress industry in the country.
Over the years, the brand has developed a strong relationship with its customers and is further
committed to be involved with its consumers emotionally and innovatively. The ideology of the
brand is to provide its valuable consumers with a healthy, peaceful sleep by developing products
of high quality and standards so that the customers can enjoy the maximum out of the product.
The company has highly efficient and technological laboratories that ensures Masters elevated
standards of efficiency and proficiency. The research departments are continuously working on
to develop unique and new formulas to produce better foams and mattresses which are not only
affordable for general masses but also provide high level of comfort and relaxation to
consumers.
For interacting with its consumers and keeping them up to date with the new products and
offerings, MoltyFoam utilizes the social media platform. The brand is running a successful
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Facebook page where the consumers are not only given free tips of sleeping patterns and
techniques but also collects constructive feedback from consumers so that it may understand
what problems do the consumers have and then develop a product or a mattress that caters to the
consumers needs. All these campaigns no doubt are helping the brand to develop a strong and a
good relationship with its customers but yet the company fails to attract the right target audience
Our area of study and research is based on the companys introduction of Molty Ortho, a product
developed by the company for providing a relaxed and a stress, pain free sleep to its consumers
having back and muscles issues. The product is a highly potential and a strong opportunity for
the company but the company has failed to market it efficiently. Furthermore, the new entrants
in the industry and the competitors are also giving a tough time to the sales of the product. To
resolve the issue, we would be developing an innovative marketing plan for the Molty Ortho and
To provide a good night sleep to the valued customers having backache issues/pain.
Thus the very key concept for designing these ortho mattresses is relieving the customer from
back pain and having a peaceful, good sleep. The company is investing greatly in the
development of new variants of orthopedic mattresses so that customer satisfaction and value
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Marketing Mix
Product
Master MoltyFoam is a Pakistani company owned by Master group providing a wide range of
bedding and furniture products to consumers such as Master Celeste Spring mattresses,
MoltyFiber Pillow and Comforters, Molty Plus, Molty Deluxe Plus, Molty Deluxe, Molty Ortho
Plus, Molty Ortho, MoltyFoam Max, Master Premium Plus, Master Commander and master jet.
Each of the varying products are unique in their own nature and provide different benefits and
Our prime focus is on Molty Ortho, a custom built mattress based on extensive research carried
out at NASA centers. The product is a mattress having a unique surface with an ultra-firm foam
which is further quoted with a surface layer of convoluted foam. The base of the mattress is
designed in a way to deliver unbending support for the people who suffer from back ache and the
peaks on the top convoluted layer is there to provide relief from the pressure exerted at parts of
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the body. Its design supports and keeps the spine straight, creating a massage like posture or
action to the gap at the lower back. Over years, Master Molty-Ortho has been proved by
customer use to be the most effective back care mattress in the market.
Pricing
The Master MoltyFoam Company has developed its products for different income levels starting
from PKR 7000 to PKR 100,000 and beyond depending upon the type of the product and the
benefits or the added value of the product. The company does not compromise on the quality of
its products and thus offers best available products in a given price range. The premium products
such as Master Celeste and Molty Ortho Plus are priced premium, i.e. are beyond the purchasing
power of the low income and average income households. Furthermore, since MoltyFoam is the
pioneer in the mattress industry and one of the oldest, therefore, its products are also priced
higher than that of the competitors like Five Star foam and Diamond Foam
The Molty Ortho is offered to the consumers at a price of PKR 15,900, which is a psychological
technique of pricing the product which creates an emotional stimuli in the minds of the
consumers and thus company is able to generate more sales without actually increasing the
prices of the products. However, as established, the sales of the product are not adequate and up
to the expectation of the company because of which its marketing strategy needs to be looked
into.
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Place
With reference to marketing mix, place is the path or the way or the channel through which the
products are moved from the manufacturer to the end consumer. It may incorporate the dealers,
the distributing channels and the display place or the perception that the product has in the minds
of its consumers. For MoltyFoam, the placement of the product is an area where the company
needs to invest in so that the mattresses or the products of MoltyFoam are available to the
consumers locally and at the right time when they need it. MoltyFoam is currently operating a
wide network of around 250 outlets that include retail outlets as well as dealerships where the
Now Molty Ortho is only available in big cities of Pakistan whereas the benefits it offer and the
very product itself is in demand even in small cities. It is an everyday need of the consumers and
they want the product to be available locally, within the vicinity of their towns or cities.
MoltyFoam has its own transportation system through which they deliver the MoltyFoam
Promotion
Promotion includes the activities or marketing strategies that creates the awareness of the
products in the minds of the consumers and triggers the stimuli at the sight of the product urging
the consumers to buy the product. It is the marketing strategies or techniques used by the
company to generate sales of their products and attract more loyal customers. Currently the
mater MoltyFoam is using advertisements with the tag line of Nanhi Pari Ghar KO Challi
through which the company actually elicits the consumers to only purchase and give their
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daughters Master MoltyFoam mattresses when they get wed. Furthermore, another strategy
being used by Master MoltyFoam these days is that turn in your old mattresses and get it
Currently Master MoltyFoam is engaged in promotional activities through the billboard ads,
television commercials. However, there is a dire need to increase the promotion and awareness
of the Molty Ortho amongst the users so that the consumers can actually know the healthy
benefits that Molty Ortho offers and thus make purchases of the product. Furthermore, there
would be magazine advertisements, where different magazines such as Spider, Hello Pakistan,
Sunday Magazine and many others. This is a very resourceful medium as the different types of
magazines have different types of audiences and thus particular groups would be targeted
through the relevant magazines, like for kids smash and Young children magazine where the
mattresses for baby beds by MoltyFoam would be an attraction. This is further discussed in
detail in the proposed marketing strategies towards the end of the document.
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Internal Analysis
Strengths
The brand is among the most known mattress brands of Pakistan and over the last decade the
trend toward foam mattresses is increasing day by day compared to the old and traditional cotton
mattresses. Secondly as the furniture market is growing sale volume for mattress has also been
increasing as it is a complementary good (product) for beds. It is the oldest mattress selling
company in Pakistan hence has established not just a large customer base, but a customer base
which is loyal from generations and greatly rely on the brand for their choice of mattresses. They
are able to satisfy their customers every time through the wide range of product variety offered
to the customers. The company targets all types of customers as they have the largest production
unit in Pakistan.
Market Leader
Extensive Dealer-ship Network between both the company and dealers and between
individual dealers. Strong Dealer-ships have been developed by the company with
tailored services
The company makes the products with the latest technology and also make customized
Efficient Production controlling mechanism is present in the company making sure timely
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Committed to a high degree of innovation instead of relying on the same old basic
product.
High Quality Standards are offered by the firm and now is part of their brand repo
Well Trained & Experienced Staff has been retained over the years who know the
company very well and are loyal employees. As the key staff has 25years of experience in
the company.
Weaknesses
Since majority of the population lie in lower and middle class they cannot afford orthopedic
foamed mattress like Molty Ortho. Secondly, People wait for seasonal schemes like wedding
discount package and winter discount package to replace their old mattress which lower the
profits of the company. Other factors that act as a weakness for Master MoltyFoam are:
Long distance between the head office and production unit making it difficult to control
Their e-business facility is not known to everyone, which is a big chunk of present day
economy.
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Unawareness among the consumers of the value that theses ortho mattresses provide.
Raw materials and technology is imported from abroad, making the prices go high for the
products.
Core Competencies
Core competencies for a business are the elements of a product or beliefs of the firm that
distinguish it from other similar businesses and competitors. As, mentioned earlier,
production facilities and the core operating team that the company has got is not replaceable and
has no match in terms of competition. The company employees are valuable assets for the
company who have been working for the company for more than 25 years and it is these
employees which make the company stand out and prominent in the industry despite of new
entrants. Furthermore the company is involved in research plans along with NASA which is
again a unique attribute of the company to develop mattresses such as Molty Memory, which is
an ortho mattress integrated with technology that enables the mattress remember the sleep
patterns of the consumers and adjust accordingly. The company has best and up to date and
standardized production facilities that enable it to develop uniform and high quality products
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The top management and leadership of company is very much concerned for improving the
living standards of the people in the country. They are involved in doing so by not only
producing innovative and productive products but by also serving the community and engaging
Understanding its social responsibility, the company launched a social campaign in which with a
Moto: How important a Good night sleep is? Homeless people generally laborers from rural
areas work hard during the day and sleep at night on pavements because they earn below par.
Master MoltyFoam placed convertible billboards that advertise during the day and with a flick of
a hand becomes bed at night. The beds are placed across 9 cities of Pakistan including Multan,
copy of BBDOs CSR campaign, the initiative is still worth mentioning as in the last 6 months,
40,000 Laborers are sleeping a little more peacefully every night. The campaign is entitled as
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sleep.
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External Analysis
Opportunities
By using its brand image the company has high potentials of entering into new market
There is also a sale potential in Interior Regions of Pakistan which are gradually
developing through urbanization and natives are shifting from usage of local char pies to
classic beds as foam mattress have become a symbol of standard these days.
Apart from expansion in local market the company can also, extend to International
Markets
Through Online Marketing and Sale Portal of the company they can also avail profits
through e-business.
They can also diversify by entering into new product segments like quilts and cushions.
Threats
The political environment of the country is unstable hence any politicized law against the
production of these high tech mattresses can be passed which might affect the company.
can cause harm to the repute of the company and the goodwill it has earned over the years.
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Inconsistent and unpredictable fiscal policies which impacts the prices and working
capabilities of the industry.
High inflation rate is reducing the purchasing power of the people. Current rate of
inflation is 25%, thus magnitude of sales is not enough and may decrease.
The innovation and ease of access to technology is making it possible for new entrants to
enter the industry and manufacture similar products with low standards, which reduces
their costs and hence are sold cheaper, impacting the sales of the company.
Market segmentation is the phenomenon of dividing the target market into small and unique sets
of consumers, business or countries that are perceived to have similar needs, interests and
priorities and then developing such strategies which are to cater to the needs of theses
consumers. This helps in marketing the right product to the right audience and thus conduct an
effective marketing campaign for the product. The four basic market segmentation strategies
i. Behavioral Segmentation
Behavioral segmentation is to target the product to such consumers who exhibit similar type
of behavioral traits. Thus Molty Ortho would be a great offering for the consumers who have
back pain issues and who want a relaxed, stress free sleep after the days hectic grind. Also,
those who are involved in extensive physical workout like they gym going individuals, the
people engaged in sports and recreational outdoor activities who want a relaxed sleep at night are
ethnicity, religion, race, gender, family size, income levels and education. Molty Ortho, is a
product with different variants like Molty Ortho memory, Ultra Ortho through which the
company targets all age groups and income groups. Furthermore, the product is for both the
males and females and there are different sizes available due to which the company will be able
exhibiting different personality traits, values and lifestyles. Rich, elite class people who are only
attracted towards premium products, people with complacent life styles, luxurious living patterns
are a major segment of the target audience of the Molty Ortho mattresses.
Geographic segmentation is segmenting the products based on the consumer base spread
over a large geographic area. Molty Ortho, had its retail outlets and distributers throughout the
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Competitors Profile
With the growing innovation in production techniques and technology, each day easier and
cheaper means of production are being developed by marketers to produce similar brand
products. The major competition to Master MoltyFoam is from Al khair groups Five Star Foam
mattresses Diamond Foam, Uni Foam and Dura Foam mattresses. These competitors are not
very old in the industry compared to Master MoltyFoam and are not abe to impact the brand at a
higher degree but however, they are impacting the sales of the minor variants of the Master
MoltyFoam. Also, these brands are adopting the new technologies to develop competitive good
quality mattresses to that of the Master MoltyFoam which would ultimately impact the business
of the company. These competing brands also tried to imitate the packing patterns of the Master
MoltyFoam but the MoltyFoam rejected all such efforts by advertising their mattresses with the
originality seal and message saying yahi hai asli foam guarantee ke saath.
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Furthermore, this brand has a greater heritage than others and even in advertisements are still
the same as it was 10 years back with only minimal changes. It connects consumers with their
nostalgic memories of past and thereby it increases the trust in the brand.
Value Chain
Porter's Value Chain shows the progression of processes which lead to the final value addition in
the product. It identifies different stages or separate departments within the company which add
value to the final product. The figure given shows Porter's Value Chain in the visual form with
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Inbound Logistics: These are the processes which include to receiving, storing and
allocating resources efficiently in the organization itself. MoltyFoam purchases the best
quality materials for the manufacture of its mattresses and sources the highest quality raw
materials.
Operations: These are the processes which involve converting the raw materials in to
final products for the consumption of the consumer. MoltyFoam manufactures the highest
Outbound Logistics: These are all the processes which are involved in the distribution
of the final product to the customer. MoltyFoam wholesales its products to large-scale
retailers and also sells its products to the customers through its own sales centers along
Marketing and Sales: These are the processes through which awareness about the
product is given to the market and through which customers are attracted to and
convinced to buy the products. MoltyFoam has used the nostalgic and emotional appeal
to connect to its customers and has run successful television, print and radio
Services: These are the services that the company provides to maintain the product and
the brand image in the eyes of the customer. MoltyFoam provides delivery services from
its distribution centers to wherever the customers have to take their products such as their
homes. It also provides services where customers are advised at retail centers on which
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Brand Positioning
Bulls Eye
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Problem Identification
After analyzing all the marketing campaigns of the company and taking the
public view into account. We have arrived to the conclusion that people are
hence prefer to hide it from others which leads them to choose the wrong
incompatible mattress and wrong sleeping posture. As every person has its
This reason in turn has led to poor purchase of Molty Ortho-mattress. Much
representatives as they cannot predict which customer needs one and who
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1. Co-brand with hospitals for the mattress where the hospitals would be
provided with ortho mattresses at lower rates and the doctors would
orthopedic wards so that the consumers may live a healthy life by the use of
the ortho mattresses. Free brochures along with wall hangings educating
people of back pain issues and how in appropriate mattresses can elevate
awareness amongst the consumers and would be beneficial for the company
in the long run. The furniture outlets and dealers would be given certain
incentives like commission on sales made from their outlets so that more
and more furniture retail outlets could engage in the activity and thus the
sales for ortho mattress and awareness amongst customers would increase
many folds.
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people would be educated of how important it is to use the right mattress for their sleeps and hoe
Molty Ortho is the only right and best option available. There would be endorsement by
renowned orthopedic doctors and consultants, athletes and sports people who would endorse ow
comfortable and peaceful sleep they have on Molty Ortho relieving them of back pains and stress
issues. Furthermore orthopedics would demonstrate and explain how Molty Ortho supports our
body structure. Sleeping on it frees our body from weight pressure providing a relaxing sleeping
experience which not only reduces back-pain but also helps in eliminating the chances of
suffering from one because of unbalanced body weight on other mattress and how it supports our
localities in order to examine the patients with back pain and identify and
recommend them use the right Molty Ortho mattress for a healthier life.
This would not only promote the brand but also bring awareness about
only increase sales of orthopedic mattresses but also the goodwill of the
company.
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Conclusion
MoltyFoam retains a large customer base in Pakistan and is the most known mattress brand in
Pakistan. Its products have, over the years, been successfully targeted to all income classes
within the Pakistani society. Compared to previous products, Molty Ortho is a unique product in
the sense that it provides relief from a particular health condition, but due to it not being largely
marketed in the right direction, it has not gained the customer base it deserves and has been
shrugged off as any other mattress. In order for sales to go up, MoltyFoam necessarily will have
to redesign its marketing campaign for Molty Ortho. The suggestions that this paper outlines in
the marketing strategies portion are all designed to overcome this particular problem. Greater
awareness in the market about health issues that arise from bad sleeping posture will lead to a
subsequent rise in sales for Molty Ortho which is a specialized and highly researched product.
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References
"Moltyfoam." Master MoltyFoam | Foam Mattress Prices in Pakistan. N.p., n.d. Web.
2016.
Kotler, Philip, Kevin Lane Keller, Delphine Manceau, and Aurelie Hemonnet-
"Molty Foams BillBed Campaign- a Silver Lining for People Sleeping Outdoors." Media Bites.
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