This document discusses a capstone project for Maple Leaf Cement Company Limited. It provides background on the company and the cement industry in Pakistan. The problem statement indicates consumers lack brand trust and commitment in Maple Leaf. Objectives are to create brand image, awareness, and increase customer purchase intention. The proposed solution is to revamp marketing through social media, celebrity endorsements, and addressing product needs. The approach uses qualitative research methods like surveys and interviews. Ethical concerns around voluntary participation and privacy are addressed. The timeline is February to May 2022 for data collection and analysis.

1. A study on Maple Leaf
Cement Company Limited

3. • The name of the organization is Maple Leaf Cement factory limited (A
subsidiary company of Kohinoor Textile Mills Limited) which is owned by
the Saigol Group in Pakistan.
• MLC is the third largest cement company in Pakistan.
• Maple Leaf Cement is a building material company, which is one of the
largest Pakistan’s cement manufacturers.
• Company is operating their business from Lahore across Pakistan and having
six different regional offices which are located at Karachi, Lahore, Faisalabad,
Peshawar, Rahim Yar Khan and Multan.

4. Background

5. Industry and its Segments
• The economy of a state depends upon on its industries. More industries a
state has, the more prosperous and more stable it is economically. Moreover
industries can be classified into three segments.
• Primary Industry
• Secondary Industry
• Tertiary Industry
o Primary industries are the primary producers of products that are ultimately sold or distributed to the
public.Third level
o These industries typically use large machines to produce products that are sold to the public.
o Tertiary industry collects those finished products from secondary industry and supplied it to market for
customers

6. Developing an Effective Corporate
Strategy to Gain Customer Purchase
Intention

7. Capstone Problem Statement:
• Consumers are unfamiliar with brand trust, commitment and quality.
• Company has a limited brand availability at retail outlets which causes low
sales.
• Competitor's heavy offering of incentives on sales shakes the retailer's
interest towards our brand sales.
• Company intends to shift his old credit sales to cash sales to minimize
receivables.
• Our recently launched product couldn't satisfy market need?
• Unsatisfied behavior of retailer while selling our brand.

8. Objectives of Capstone Project
Maple
Leaf
Cement
• This project helps us to take
decisions which can be taken to
resolve the problems facing by
brand or any other brand in a
similar situation.
• This study can help company to
create brand image and can also
help to develop product awareness,
which will lead customers towards
the purchase intention.

9. Proposed Solution to the Problem
Social media Activities Brand Image
Celebrity Promotions
Public
engagement
Endorsement Interviews advertising
TVCs DVCs RCs
• The company needs to review its
targeted market structure and its
offering for customers according to
market need and standard. Brand
marketing should be fully
innovated through revamp
digitalization, social media
activities as well as celebrity
endorsements for product
development

10. Capstone Project Approach and
Methodology
• The approach carried out in this capstone project is qualitative approach. The
results of this study will helped us in making a corporate strategy to gain
customer purchase intention and divert towards stagnant brand.
• The strategy carried out in this capstone project will be exploratory and
descriptive research method. Our Capstone Project will help us in finding the
solutions for the problems and makes to understand.

11. Ethical & Privacy Concerns
• Being a student of university, from the market we will not force any
participant to fill out the survey during visit at cement retail shops.
• participants fill out questionnaires easily without consuming their valuable
time
• The opinion of participants will be shared without highlighting their names
being a volunteering study.
• Company has not signed any confidential agreement with us for the
information which they have shared with us for capstone project but the
information they provided to us can only be used for the purpose of
qualitative research

12. Timeline for Capstone Project
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• The Capstone Project will start from February 2022 & ends in May 2022. The data will be
collected through interviews & focus groups based on descriptive questionnaires