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COMPANY PROFILE
GFC Fans is one of the largest manufacturers of quality electric fans in Pakistan. GFC, under the
leadership of Mr. Mohammad Ilyas, its CEO, has also been the pioneer in the expert of electric
fans from Pakistan. Starting with its first commercial export in 1993, with a modest quantity &
value, GFC is now exporting its products to the tune of US$ 12 million annually to more than 30
countries in the World. GFC fans became an instant success due to their quality and durability in
the entire markets share these were introduced including countries in Asia, Middle East, and
Africa& Europe.
GFC became the first electric fan manufacturing company to win Export Trophy Award in
Pakistan. Now, GFC has won its 12th Export Trophy Award. GFC also became the first ever
company in Pakistan that is certified by UL (Underwriter Laboratories, USA) to export fans in
USA and Canada. It is also the first fan manufacturing company to be awarded BRAND OF
YEAR AWARD in 2007.
GFC is also the pioneer in introducing latest technologies in fan manufacturing industry in
Pakistan. The Plant & Machinery installed in GFC are at per those installed in manufacturing
industries in technologically advanced countries like china, Taiwan, Vietnam etc.
Keeping in mind the acute power shortage in Pakistan and other developing countries where
GFC Fans are sold, GFC has been concentrating on the production of energy saving fans for the
last twenty years. Special raw material for energy saving fans being used include electrical
copper wire (produced at GFC‟s own Wire Drawing Plant since 1987), high quality ball bearings
fan blades made on most modern plants/machinery with highly qualified labor force.
The un-precedent success GFC have achieved during the last 30 years is being recognized as best
quality fan manufacturer not only in Pakistan but also in Kingdome of Saudi Arabia, Sudan,
Yemen, Senegal, Djibouti, Bangladesh, Iraq, UAE, Cameroon and many other countries. The
GFC brand is also registered in many countries. GFC can take pride by the fact that many Chines
Manufacturers are now copying these models originally introduced by us like „Nabeel‟‟ Model.
Models like the Nabeel Model have received such international recognition, that now other
companies use the model name to market their copies.
GFC fans are designed manufactured to give heavy duty service and long time performance and
meet customers need in hot and humid climatic conditions not only in Pakistan but also for many
other countries. Due to their service, high quality long life in difficult environments, GFC have
become Popular in a very short time.
In spite of achieving such phenomenal success, GFC‟s organization culture led by its directors,
stresses on meeting new challenges and reaching new heights.

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The Directors of GFC Fans are highly qualified and motivated to lead the company. Mr.
Mohammad Ilyas, the CEO, in an electrical engineer who graduated in 1968, having 43 years of
work experience of not only working in the Pakistani manufacturing sector but also periodically
getting trained and educated in Germany and USA.
VISION STATEMENT
We believe that we have a unique product which has been developed by GFC and no other
country manufactures a pedestal fan like ours. This product is most useful in the hot tropical
humid climates. We want to mark this product throughout the world and we foresee this product
to dominate the entire International market. We want to set up an excellent after-sales-service
and spare parts supply service to each and every country. We also want to set up home service
centers throughout the world. We believe that within 10 years we can achieve an export target of
US Dollars 40 Million.
MISSION STATEMENT
The Mission of G.F.C Fans is to produce such quality products which provide entire satisfaction
to our customers over the world.
PRODUCT MARKET STRUCTURE
The Generic market of GFC fans includes electric and gas appliances. At the product type
product market level its products include: Fans that are its mainstream products as clear from the
brand name and other products include:
Washing Machines, Room Air Coolers, Water Heaters, Cooler Water Pump, Cooler Fan,
Enameled Copper wire and Skimming Machine all used for distint purposes.
At product varient level in fans they have 7 types of fans which include ceiling fans, Pedestals,
Circumatic, Wall Bracket fans, Louvre Fans, Table & TCP, Exhaust fans and Mist fans each
distinguished based on different features and benefits. Similarly they have two types of water
heaters gas as well as electric heaters.
The Diagram is given on the next page.

3. PRODUCT MARKET STRUCTURE FOR GFC FANSe
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Electrical & Gas
GENERIC
Appliances
PRODUCT TYPE
Water Fans
Heaters
Gas Electric
PRODUCT VARIENT
Ceiling Pedestal
Wall Bracket Circumatic

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PRODUCT VARIENTS IN FANS
PRODUCT VARIENTS IN WATER HEATERS (GAS HEATERS)

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COMPETITORS
Direct Competitors
Ahad Fans
Pak Fans
Royal Fans
Parwaz fans
Yunus fans(Yunus Metal works)
Super Asia Electronics
Indirect Competitors
Hand fans that are also used as alternative in loadshedding season
Solar heater manufacturers are their indirect competitors in water heaters industry
POSITIONING STRATEGY OF GFC FANS
i. Product
GFC fans position themselves as the best quality product They make use of such materials that
make the product more durable, reliable and safe. According to them:
All GFC fans are designed and built to the high quality standards
All GFC fans are powered with totally enclosed capacitor type motors
All GFC fans are made of silicon steel sheet to give maximum results with minimum
electricity cost
All GFC fans have aerodynamically designed blades for maximum air delivery and quiet
operation
All GFC fans have "E" grade insulation to protect from electric shock
All GFC fans are available in 220V & 110V at 50Hz/60Hz
Their water Heaters are made of
Imported Automatic Thermostat switch used.
14 gauge metal sheet is used to prepare water tank, then checked on high pressure to protect
from any leakage.
Plastic powder coated paints are used, which let the geysers keep shine even in worst weather
conditions.

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After sale home service is provided and the spare parts are widely available.
Best quality safety valves are used to protect from any danger.
50% saving of gas in comparison to any other geyser, because of automatic gas control system
used.
However the limitations regarding their product position are firstly, they don‟t give a long term
guarantee for their products whereas royal fans company gives life time guarantee. Moreover
their brand name creates a perception as they are just involved in fan manufacturing yet they are
producing other electric and gas appliances too.
ii. Price
GFC Fans use penetration pricing strategy by keeping their prices low as compared to their
competitors. Where the average price of Ahad fans, Pak fans and Royal fans is above 1900 PKR
GFC fans price their product on a price which is 10 percent less than their competitors.
iii. Promotion
Promotional campaigns of any company play a key role in communicating its brand image,
product features, and benefits to the customer. It‟s the tool of attracting the customers to buy the
product. GFC fans primarily make use of TV and Newspaper ads. Their taglines “Chalaaye
Khushiyon ki hawaayen”,“Ab khawb banaom haqeekat, mayaar aisa k koi mutbadil nahi” and
“Qaulity jo sab pe chaa jaaye” communicate an image of a highly satisfying product quality
which has no alternatives. They affiliate their ads with the celebrities for example Sara Gillani to
create more appeal in their advertisings. They also use yellowpages for promoting their products.
Moreover, they have a good „word of mouth‟ among the customers which helps them to create
maximum awareness among the customers.
iv. Place
GFC fans products are easily available at all the electronic stores of pakistan and thus is easily
accessible to all the customers. Moreover customers can also book their orders online and on
phone which makes it convenient for them to select and purchase the product according to their
requirements and affordability.

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Conclusion
Overall the product market structure of GFC fans company is not much complex. But, as they are
in the business of mixed electric appliances they should either change their flag brand name to
that covers all their product lines or they should make separate business units for the other
products. Secondly, GFC fans company should give the guarantee services which is the
requirement of the customers who buy electrical appliances in order to make their investment
safe.