By Zarina Arshad

1. MASTER MOLTY FOAM
Asli Foam
• Since 1963, Master Molty foam has
been the most trusted Pakistani name in
bedding, furniture and healthcare industry.
• They evolved as a generic name after their
collaboration with Bayer (Germany) .
• Molty foam in 1997 introduced American
brand Celeste that became their benchmark
of luxurious sleep. They support “The
World’s Best Mattress”

3. Marketing Mix
• PRODUCT
The product line of the Molty
foam includes Molty Foam
(mattresses), Celeste, and
Pillows Accessories. Even
some of the Products are
manufactured with advance
research with NASA.. . The
most amazing features of
the Molty Foam are.
• Memory Foam Technology
• Celeste Pocket Springs
• Fresh Guard Technology
• High pressure technology

4. PRICE
• The Molty Foam has developed products for different level of
incomes. The prices range from 7000 to 100,000 Rs depending
upon the type of product we are choosing
• Molty Foam ranges from 6000 – 45,300 Rs depends upon the type
of product customer is selecting.
• Celeste ranges from 18000 – 87,600 Rs also depends upon the
type that is being purchased.
• Accessories are different they do not include the products of same
type with different characteristics so in this case the product
matters. Prices of some accessories are:
• Travel pillows range from 1650 - 2200 Rs
• Back care range from 1650 - 2,750 Rs
• Relaxor and Protector from 2,200- 2500 Rs
• Sofa cum beds 33,500-65,000 Rs
• Jai Namaz Rs 2000

5. PLACE
• Molty Foam is operating wide networks of outlets
more than 250 in numbers
• Location of some outlets :
• 3rd floor, Centaurus Mall, Islamabad
• F-10 Markaz, Crescent Plaza, Islamabad
• Saddar, Rawalpindi
• Muree road, Shamsabaad

6. PROMOTION
• Molty Foam uses various ways for
example:
• TV commercials such as Nanhi pari ghar
ko chali Yeh rishtay zindagi bhar Kay ,Wada
sath nibahnay
• Special ads on women empowerment
• Their special Ramadan offers known as ‘
Asli Replacement Offer
• Promotional activities such as share the
best advice they have received from their
fathers and win.

7. TARGETING
AND
POSITIONING
Molty foam is targeting middle
and higher class, and also the
consumers who are health
conscious, who want a good
comfortable sleep.
Molty foam wants its product
to pre perceived as a good
quality and comfortable
product.
It wants the product to be
perceived as a lifetime product
that is easily available.

8. SWOT
ANALYSIS
STRENGTHS
Molty foam is the market
leader
The company uses the
advanced technology
Good advertising as
compare to competitors
OPPORTUNITIES
Awareness of the product
benefits especially Molty
Ortho can also be
beneficial
Use their own raw
materials so the
production cost can be
less
Expansion in foreign
market

9. The customers are unaware of the benefits of the product
Advertisement of the some products is not enough as compare
to their name
Online the product is available but customers are not well aware
WEAKNESSES
Competitors can enter in the market with similar products with
low production cost
Devaluation of the rupee can affect the import cost of materials
THREATS

10. COMPETITORS
Dura Foams “Sab
sa behtar
khoubiyan,sab sa
behtar qeemat”
FIVE STAR FOAM
‘Tomorrow Starts
Tonight

11. CHANGES
• The sense of the ad
• Celebrity endorsement
• Expansion in international market
• Awareness of their beneficial work
• Promotion of product through
recommendations

12. CSR
• Help Bridge The Divide
• Dar-ul-Sukun
• Log Kia Khain Gay