Branding
Submitted by:
Khurram Anwar
18E01006
Submitted to:
Sir Arshad Awan
4th December 2019
Molty Foam: Brand Profile
Master MoltyFoam is rooted deep into Pakistan’s heritage. It is one of the oldest brands in Pakistan
since its creation. Master MoltyFoam. It is the popular brand among Pakistani families. Since the
times have changed MoltyFoam has also evolved with the consumers. Previously Master
MoltyFoam used this jingle ‘Meri Nanhi Pari Naye Ghar ko Chali’ and ‘Papa Jani’. MoltyFoam
mainly shows father-daughter relationships in their advertisements. The advertisements include
the flashback of father-daughter memories while getting emotional on her wedding. However,
since the behavior of people are changing with time they have also changed their marketing
strategy.
Analysis
MoltyFoam uses demographic segmentation (income). They target upper middle and high
class. In addition, their behavioral segmentation basis includes usage, lifestyle and desired benefit.
Their customers are usually those who want to have a comfortable and luxurious lifestyle. These
are health conscious consumers who want a comfortable sleep.
Master MoltyFoam has evolved into a generic name in Pakistani households. It provides
unmatched quality. Their collaboration with German company ‘Bayer’ was the first step towards
providing innovative products to the customers. When they launched their range Celeste it
revolutionized bedding comfort.
It is the only company in Pakistan and Asia which provides high pressure technology in
foam. Their mattresses range varies. There is something for everyone. They provide economical
as well as luxurious products. They keep updating their technologies to provide better mattresses
to consumers for their health’s safety.
Their technology is based on SpaceAge by NASA. The heat sensitive latex polymer shapes
according to the contour of the body. With constant research and innovation, we have been able to
provide mattresses exclusively dedicated to promoting healthy lifestyle. Molty Cool Gel, for
instance, is created to beat the intolerable heat during summer. Additionally, it also cools down
the body temperature while sleeping. Similarly, Fresh Guard, which is embedded in all products,
helps prevent bacteria, bed-bugs and fungi that cause respiratory and skin issues. Celeste Ortho
helps overcome body ache and prevents back pain. This is how we have been able to and are
continuing to make trademark in the bedding industry. Although it is hard to convince a certain
class of customers sometimes, the response has been overwhelming overall.
Motly Foam has won different awards including two Gold Lion Awards. One of the awards
was for the design category. It was for installing a massive art installation to create awareness
regarding drone strikes in 2014. The campaign was awarded a bronze award at Gold Lions, three
Silver and seven Bronze at Spikes Asia, two Silver and a Bronze at One Show, three Pencils at
D&AD, a Gold Effie, five Golds, three Silvers and two Bronze at Dubai Lynx, four PAS Awards
along with several other awards. [11].
Brand History
Master Group of Industries has a story of legacy and heritage. It is one of the most trusted
and oldest brands of Pakistan. It was established in 1963 by Mr. Riaz Malik, with a modern and
realistic approach towards growth through innovative technology and quality manufacturing
products [1]. Initially, Master Group was manufacturing high technology rubber tires for the armed
forces, exclusively for the Pakistan Air Force, by the name of Master Rubber & Tiers. They had
an extraordinary knack for changing lifestyles especially in a newly established Pakistan that
lacked sufficient innovation. The bedding industry was poorly underdeveloped. He started out with
Master Molty that became a common name for the bedding and mattress industry within a short
span of time. The business was taken up by his son Mr. Naveed Malik, and recently it has been
taken up by Mr. Shahzad Malik [2]. Adhering to the values of the founder inculcated in his work
philosophy, and blending it with progressive strategies of young employees in the company,
Master Molty continues to produce mattresses for luxury lifestyle and health purposes [3].
One of the youngest CEOs in Pakistan, Malik joined Master after post graduating from Bentley
University, USA. Malik’s vision to bridge the generation gap and foster healthy bonding between
the experienced class and young professionals was the driving force to maintain Master as a
pioneer in creating mattresses with the latest international technologies. “The biggest challenge
for me was to understand changing the mindset of a workforce molded by market competition and
growth while at the same time developing an ideal corporate culture that can enable us to sustain
our competitive edge,” says Shahzad Malik, CEO Master Group of Industries quote [4].
Bridging the generation gap was very important and a major challenge in Master Industries, being
a third generation in lead. They have employees with over 20 years of experience, so understanding
the business from their experience while convincing them to adopt new strategies becomes quite
a challenge sometimes. “I believe its mutual respect thriving to learn from your teammates
whatever capacity they may be working in. I joined the company and started out at the basic level.
I learnt how a mattress is made while working closely with each department to blend in and
understand each task properly. Gradually, the seniors developed their confidence in me, while at
the same time I gained knowledge of existing work style” says Shahzad Malik, CEO Master Group
of Industries quote [5].
• Master MoltyFoam, has been the most trusted name in bedding, furniture and the healthcare
industry providing products of unmatched quality with guaranteed customer satisfaction.
• Master Celeste, introduced in 1997 that has today become the benchmark of luxurious sleep
in Pakistan.
• Master Thermoshield, ventured into conserving energy by providing thermal building
insulation that helps save electricity and contributes towards a more energy efficient and
eco-friendlier Pakistan.
• Master Offisys is a leading provider of office furniture and services that create great places
to work.
• Master Textiles is a foremost and leading textile manufacturer. Producing and exporting
high-quality products and engaging with esteemed International brands as their clients.
• Master Motors, is an automobile assembling; manufacturing company. It is an authorized
