Marketing Plan of Pure Gas

Marketing Plan Pure Gas
MARKETING PLAN
FOR
PURE GAS PLANT
MEHWISH AKBAR
MBA 2nd SEMESTER
GROUP B
INSTITUTE OF MANAGEMENT SCIENCES

December, 2007
1
TABLE OF CONTENTS
Executive Summary.............................................................................................................5
Company Overview.............................................................................................................6
SWOT Analysis ..................................................................................................................9
Marketing Plan...................................................................................................................12
Overview of the Industry...............................................................................................12
Marketing Environment.................................................................................................14
Macro Environment...................................................................................................14
Demographics........................................................................................................14
Technological Forces.............................................................................................17
Economic Factors...................................................................................................18
Marketing Strategy.........................................................................................................19
Market Segmentation.................................................................................................19
Target Marketing.......................................................................................................20
Market Positioning.....................................................................................................21
Marketing Mix...............................................................................................................22
Product.......................................................................................................................22
Price...........................................................................................................................23
Promotion...................................................................................................................24
Place ..........................................................................................................................25
Production Plan..................................................................................................................27
Raw Material..................................................................................................................27
Manufacturing Process...................................................................................................29
Project Capacity.............................................................................................................30
Machinery Requirement.................................................................................................30
Cost of Good Sold..........................................................................................................31
Organizational Plan .........................................................................................................33
Type 0f Organization.....................................................................................................33
Organizational Chart......................................................................................................33
Roles & Responsibilities................................................................................................35
Plant Manager............................................................................................................35
Finance Manager........................................................................................................36
Administrative Manager............................................................................................37
Sales Manager............................................................................................................37
Shift Engineer............................................................................................................38
Maintenance Supervisor.............................................................................................38
Cylinder Tester/ Inspector..........................................................................................39
Plant Operators...........................................................................................................40
Gate Keeper...............................................................................................................40
Sales Representatives.................................................................................................40
Sweeper......................................................................................................................41
Finance Clerks...........................................................................................................41
Secretary....................................................................................................................42
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Financial Plan....................................................................................................................44
Land Requirement..........................................................................................................44
Office Equipment and Vehicle Requirements...............................................................44
Human Resource Requirement......................................................................................45
Startup Cost....................................................................................................................47
Cost of Capital...............................................................................................................47
Key Assumptions...........................................................................................................47
Costs...............................................................................................................................49
4.1.Income Statements...................................................................................................50
Year 1.........................................................................................................................50
4.1.1.Year 2................................................................................................................51
Year 3.........................................................................................................................52
Conclusion.........................................................................................................................53
Future Prospects.............................................................................................................53
References..........................................................................................................................54
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Introductory Page
PURE GAS
www.puregas.com.
Description of Business
The business has been names Pure Gas and will be producing oxygen. The idea is to
provide corporate customers, who need oxygen gas as a raw material, with pure oxygen
to help in their business operations.
Financing
The cost of setting up the project is Rs. 46,255,000. A debt of Rs. 5,000,000 is taken and
is to be paid in 5 years.
4
Executive Summary
The document is a feasibility report that has been documented primarily to assist
potential entrepreneurs who want to enter this business. It provides investment
information and a detailed overview about Oxygen Gas Manufacturing Plant.
The document is a complete and a thorough business plan and can safely be used
as a basis of judgment for investment into this business.
This document covers the financial, marketing, production and the organizational
plan of the company in detail. The financial plan covers a three year analysis and
shows the company making huge profits since the very first year of its operations.
The marketing plan discusses short term marketing strategies in view of the
current market shortage of oxygen along with long term marketing strategies
when the gap between demand and supply gets filled due to mushroom growth of
small oxygen production plants. The organizational plan includes the
organizational hierarchy to get a clear understanding of departments and flow of
command within the company. It also clearly outlines and defines the roles and
responsibilities of each employee so that there are no delays and
misunderstandings due to ambiguities in job responsibilities.
It also covers factors in the macro environment that could affect the business and
gives a detailed industrial analysis with special emphasis on competitors, their
problems and strengths. Each of these studies revealed that the business is quite
feasible and has huge prospects of growing in the future since the steel sector of
Pakistan has been showing a tremendous increase in the recent years and oxygen
is a major raw material for producing steel.
Although this looks to be a feasible and lucrative project but hard work, devotion
and appetite to succeed are the key ingredients that make any business successful.
5
Company Overview
Pure Gas is going to be set up with a vision to charge forward to become leaders
in industrial gasses. The business will be manufacturing oxygen gas and will only
be having corporate customers. It is going to be a sole proprietorship. The CEO
will be the sole owner of the business and will have the final decision making
power in his hands. It will be having a man power of 26 employees, carefully
selected to fit their job descriptions. Its production line will be able to produce up
to 500 cylinders of oxygen per day. Constant innovation is what sets Pure Gas
apart from other oxygen production plants.
The biggest strength of Pure Gas is that the only raw material required for the
production of oxygen is atmospheric air, which is totally free and easily
accessible. This completely eliminates the hassle of having to negotiate, maintain
relationships and deal with suppliers for raw materials. The company’s primary
focus will be on maintaining excellent long term relationships with customers.
An efficient overview of organizational responsibilities has been established to
ensure efficiency, which translates to high credibility amongst the public.
Initially, Pure Gas will be targeting the scrap cutting and rolling mills segment.
The reason for targeting this segment is that it accounts for about 65% of the total
market demand and has the highest turnover of cylinders per day. Later it will
also target hospitals since hospitals are a very high price segment.
Although the proposed business can be established anywhere, but Pure Gas has
been setup in Mistri Shah in an area of about 5 to 6 Kanals. This location was
chosen to take advantage of being close to the target market so as to serve the
customers best and understand their needs. Thus, Pure Gas would lower it
transport costs, be quick on knowing changing customer requirements and
develop supplier-customer relationships easily.
Initially, the business will only focus on producing oxygen, but later will diversify
its products to other industrial gasses like acetylene and nitrogen.
6
Vision
Pure Gas expands its product to other industrial gasses and becomes the
first choice of its customers.
www.bartlettcommunications.com
7
Mission Statement
To satisfy customer's needs and aspirations by meeting established

standards, statutory regulations, customers agreed requirement and
ensuring timely supply to end users.
Source: www.odysseywallcoverings.com
8
SWOT Analysis
[1]
Before making the decision, whether to invest in setting up the Oxygen Gas
Manufacturing business or not, one should carefully analyze the associated risk
factors. A SWOT analysis can help in analyzing these factors, which can play
important role in making the decision.
Strengths
• Continuous availability & easy access of the raw material, which mainly
comprise free atmospheric air.
• Availability of Cheaper Labor.
• Latest technology oxygen producing plant with high working efficiency and
trouble free operations, safety & low power consumption.
• Oxygen gas producing plant is very simple to operate.
• Easy availability of spare parts.
• Latest molecular sieve technology with out recurring cost of chemicals. About
3% of nitrogen gas is used for the regeneration of the molecular sieve battery
and nitrogen cascade cooler
Weaknesses
• The big players in the Oxygen Gas manufacturing business have captured the
market and require the heavy promotional charges and some orders already in
hand.
• The process is totally automated and requires technical expertise of Plant
Engineer and Machine operator on a continuing basis.
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Opportunities
• Demand for Oxygen gas is influenced by the growth in the industrial sector as
well as increase in the consumption in medical sector.
• For filling high-pressure nitrogen up to 99.999% simultaneously with oxygen
production cylinders, an additional nitrogen pump and nitrogen exchanger can
be used.
• For compressed nitrogen gas at 0.1 Kg /cm2 to 1.1 up to 155 bar or higher a
separate nitrogen compressor can be installed with a nitrogen cylinder filling
manifold.
Threats
• In case of the power failure to the engine its braking mechanism will fail and
this accelerating speed of the machine.
• The fire extinguisher should be installed and smoking should be banned near
the production area as the project is very sensitive and highly flammable.
• Expected losses during the initial stages of the Project as a result of
competitors’ campaign.
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MARKETING PLAN
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Marketing Plan
Overview of the Industry
Competitive nature of the global economy has forced industry and technical
establishments to constantly improve on the quality of their products. Keeping in
view the stringent standards of quality prescribed for industrial products, it has
become imperative to identify and quantify the samples for maintaining quality
and standards of materials and finished products. For this purpose the importance
of highly sophisticated analytical facilities can hardly be over emphasized.
The oxygen gas market faces only the local market as its competitors as cost of
transporting cylinders is very high. Therefore we will only be analyzing the local
market situation and its future trends.
Following is a table briefing the plants and their respective capacities in Lahore.
PLANTS Cap. M3/hr LOCATION CAP.TM3/Yr Utilization%

BOC 1600 LAHORE 10440 100
FINE GAS 3200 LAHORE 24960 0
LHR Welding 50 LAHORE 390 100
Mirza/Naseem 165 LAHORE 1188 95
Super Oxygen 165 LAHORE 1188 100
Ravi Gas 165 LAHORE 1188 90
Sharif Oxygen 200 LAHORE 1440 95
Sharif Oxygen 200 LAHORE 1440 95
General Gas 165 LAHORE 1188 90
Medi Gas 400 LAHORE 1200 40
Source: market research
It is also important to state here that the overall manufacturing recorded an

impressive and broad based growth of 8.45 percent, against last year’s growth of
9.9 percent. Large-scale manufacturing, accounting for 69.5 percent of overall
manufacturing registered an impressive growth of 8.75 percent in the current
fiscal year 2006-07 against last year’s achievement of 10.68 percent. [2]
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This upward trend in the manufacturing sectors has been because of high levels of
liquidity in the banking system, an investment friendly interest rate environment,
a stable exchange rate, low inflation, comfortable foreign exchange reserves, and
stronger domestic demand for consumer durables and high business confidence
among other things will again boost the manufacturing sector growth rate up to a
reasonable level. This would obviously lead to an increase in the demand of
oxygen cylinders too since many products need oxygen in the production process.
[3].
However, the oxygen producing plants are currently being run at full capacity and
are still not able to meet the current demand, let alone meeting the future
increased demand. Following is a table showing the demand of cylinders per day
of each segment identified.
Market Segment Cylinders/Day
Scrap Cutting 5000
Misc. Industries 1500
Hospitals 1000
Automobile Sector (denting) 1000
Total 8500
Source: Market Research
The current per day production of oxygen cylinders in Lahore is only 3500. This
means that there is a shortage of almost 5000 cylinders per day in Lahore. Around
4000 to 5000 cylinders per day are demanded in the scrap cutting segment. The
Gap is not being filled by other companies since they are already producing at full
capacity. Furthermore, Fine Gas, the biggest plant in Lahore, is currently facing
difficulties in its production because of problems in their compressor which will
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take a year to fix because of non availability of spare parts. Fine Gas’s plant is
completely out of production these days. Moreover, it would take around 2 years
for BOC to import and install a bigger plant to meet this demand. BOC is not
attracted towards cylinder business as their plant is already loaded for bulk users
in steel, chemical and oil wells industry where gas in liquid form is being supplied
through tankers.
Therefore, there is great potential for a new business to enter into this market as a
new small plant target at consumers in scrap cutting market can be installed in
around 3 to 6 months.
Marketing Environment
A company’s marketing environment consists of the actors and forces outside

marketing that affect marketing management’s ability to build and maintain
successful relationships with target customers. Successful companies know the
vital importance of constantly watching and adapting to the changing
environment. [4].
The marketing environment is made up a microenvironment and a macro-

environment. Let’s take a look at each of these environments in view of the
objectives to Pure Gas.
Macro Environment
The macro environment consists of the larger societal forces that affect the micro
environment of the business.[5]. These factors are uncontrollable and together
shape up opportunities or pose threat to the business.
Demographics
Demography is defined as the study of human population in terms of size,

density, location, age, gender, race and occupation. The demographic
environment is of major interest to a business because it involves people and
people make up markets. [6].
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The population of Pakistan is currently witnessing a demographic transition. It

is evident from the harts below that there has been a decline in the birth rate,
mortality rate and thus a decline in the population growth rate in Pakistan.
Source: Economic Survey 2006-07
In Pakistan, decline in mortality rate is due to the elimination of epidemic diseases

and improvement in medical services. Between FY05 and FY06, health
expenditure increased by 24.8 percent to Rs.39.2 billion. Largest increase in
health expenditure was incurred in Sindh (43.1%), followed by Federal
Government (40.4%), NWFP (17.4%), and Punjab (14.6%), whereas health
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expenditure declined by 6.6 % in Balochistan. [Economic Survey 2006-07,

Overview of Health and Nutrition]
Source: economic survey 2006-07, heath and nutrition
The above chart shows that there has been a consistent increase in health
expenditure over the years.
Source: economic survey 2006-07, heath and nutrition
As can be clearly seen, there has been a consistent increase the number of
hospitals and dispensaries to cater the growing population of Pakistan. All
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these hospitals require oxygen and therefore as a result of growing population

there are prospects of increased demand in the future.
Technological Forces
The technological environment is perhaps the most dramatic force since it

changes rapidly. New technologies create new markets. However, new
technology replaces older technologies.
Plant Technology [7]
Competitive nature of the global economy has forced industry and technical
establishments to constantly improve on the quality of their products. Keeping
in view the stringent standards of quality prescribed for industrial products, it
has become imperative to identify and quantify the samples for maintaining
quality and standards of materials and finished products. For this purpose the
importance of highly sophisticated analytical facilities can hardly be over
emphasized.
The oxygen gas separation process is totally automated and requires technical
expertise of Plant Engineer and Machine operator on a continuing basis. The
technology used for the plant in this feasibility report is “Non Cryogenic.
Non-cryogenic air separation processes are used to produce gaseous nitrogen

and oxygen. They are cost effective choices when demand is relatively small
(tens of tons per day) and when very high product purity is not required. They
are compact and operate at near-ambient temperature and pressure. Once
installed, they can be brought on-line in, in most cases, in less than half an
hour.
Non-cryogenic air separation processes operate at near-ambient temperature.

They use physical property differences other than boiling point, such as
molecular size and mass, to produce commercially valuable gaseous products
such as nitrogen and oxygen.
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The most common technologies are PSA (Pressure Swing Adsorption), used
in nitrogen generators and oxygen generators; VPSA (Vacuum-Pressure
Swing Adsorption), used in oxygen generators; and Membrane Separation,
used to produce nitrogen gas. The plant is usually imported from either India
or China.
Economic Factors
Economic factors can not only greatly influence the level of investment in a
country but also where people prefer to invest. These factors include changes
in the economic factors that have a direct impact on the operations of the
business.
Per Capita Income

Per capita income has a direct influence on the level of consumption. The high
the per capita income, the more will be an individual’s disposable income and
hence higher consumption. The more the consumption, the more will the
manufacturing sector grow and since most of the manufacturing sector
requires oxygen for its operation, its demand will increase.
An example of this would be cars. The more cars on the road, the more the
likelihood of accidents and the more people bring in cars for denting the
higher the consumption of oxygen. Same is the case is with steel for
construction of buildings since steel requires oxygen as a raw material.
The graph below shows that the per capital income of Pakistan is on a rise.
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Source: Economic Survey 2006-07
Marketing Strategy
Marketing strategy serves as a foundation of a marketing plan. It is defined as the

marketing logic through which the business hopes to build profitable relationships
with customers. Companies know that they cannot serve all consumers in a given
market. There are too many different types of consumers with different types of
needs. And most companies are in a position to serve some segments better than
others. Thus businesses must divide the total market, choose the best segment and
design strategies for profitably serving chosen segments. This process involves
three steps: market segmentation, target marketing, and market positioning. [8]
For this matter, let us identify different market segments for Pure Gas.
Market Segmentation
Oxygen is the largest volume industrial gas and has a very limited demand in the
consumer market. Therefore, Pure Gas is basically going to cater the corporate
market as they are going to be very profitable customers due to the larger volume
of business and huge demand.
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However, the corporate market can be divided into different segments based on
their market share.
 Steel Scrap Cutting and Rolling Mills
 Industrial use
 Ampules Manufacturing
 Automobile Denting/Painting
 Hospitals
Target Marketing
Targeting a market is a critical factor in the marketing strategy of a company. A

company should target segments in which it can profitably generate the greatest
customer value and sustain it over time. However a new business should first
target a relatively small market so that it can be serviced well and then expand the
target market in the long run.
Initial Target Market

At the birth stage the business is going to target the Steel Scrap Cutting and
Rolling Mills segment. The reason for targeting this segment is that this segment
makes up about 65% of the total market demand. This segment is geographically
concentrated with many steel scrap cutting and rolling mills in one area, which is
the Mistri Shah area. This area is spread over approximately 8 km square.
Furthermore, this is the only segment that has a daily cylinder turnover and a
consistent demand.
Long Term Target Market

As the business will grow, Pure Gas will also target Hospitals. Since patients face
a matter of life and death in hospitals, there is a very critical need for oxygen
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there. However providing oxygen to hospitals requires a heavy infrastructure

which means a big investment. Therefore, after building reserves in the short run,
Pure Gas will be targeting Hospitals in the long run.
Target Market Strategies
The only customers that Pure Gas has are the corporate customers. All of these
corporate segments require similar services; therefore the services designed by
Pure Gas are going to be standardized and undifferentiated. Thus the business is
going to adopt an undifferentiated marketing strategy for its target markets.
However, if in case a segment requires some differentiated services, Pure Gas will
work towards providing those services only if they prove to be feasible.
Market Positioning
Building the position in the customer’s minds is a very crucial factor for the
success of the business. For this a business should focus on its competitive edge
over competitors.
The Vision Statement of Pure Gas clearly states the market positioning strategy as
fully meeting the established standards, statutory regulations, customers agreed
requirement and timely supply to end users. The company’s focus on delivering
persistent value to customers will position it well in the industry.
Since there is an acute shortage of Oxygen in the market, corporate customers

have to bear with long waits before actual delivery and this has an adverse effect
on their business. Keeping this in mind, Pure Gas is going to work on positioning
its product by building a competitive edge over all others competing in the market
through timely delivering high quality oxygen to the selected customers.
Furthermore, when compared with other competitors competing in the market,

Pure Gas is going to follow the more for same strategy for positioning. The
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services being provided are going to be of better quality as compared to

competitors for the same market price.
Marketing Mix
The marketing mix is defined as a set of controllable tactical marketing tools –

Product, Price, Place and Promotion – that the firm blends to produce the
response it wants in the target market. The marketing mix consists of everything
that the business can do to influence the demand for its product. [9]
Following is a one by one discussion of the four P’s in relation to Pure Gas to get
a better understanding of the marketing mix that the business is going to offer.
Product
Pure Gas comes under the manufacturing sector. Its only product is going to be
Oxygen.
Air from the atmosphere is made up of a mixture of several gases. The main
components are nitrogen, oxygen and argon, with other gases present in smaller
quantities.
Source: ASU-01-01-PAP-BOC.pdf
Oxygen is one of the basic chemical elements and is about 21% of the
atmospheric air. It is a colorless, odorless, tasteless gas composed of the simple
22
diatomic molecule; O2. It is used in many industrial, commercial, medical, and

scientific applications and thus has a huge demand in any economy. It is also used
in blast furnaces to make steel, and is an important component in the production
of many synthetic chemicals, including ammonia, alcohols, and various plastics.
Oxygen and acetylene are combusted together to provide the very high
temperatures needed for welding and metal cutting. [10]
Price
Price is the only element in the marketing mix that produces revenue; all other
elements represent cost. Price is also one of the most flexible elements of the
marketing mix. Unlike other things, prices can be changed quickly. [11]
Oxygen production comes under the perfectly competitive market. There are no
barriers to entry into the market, all firms produce a homogenous product and
there are a large number of buyers and sellers in the market. As a result no single
seller or buyer can influence the price of the product. Moreover, there are no
government regulations for controlling the prices of oxygen cylinders.
The price of oxygen cylinders is thus set by the forces of demand and supply in
the market and each firm has to follow that price. However, currently there is a
big gap between the demand and supply of oxygen cylinders in the market, where
the demand exceeds the supply. As a result the buyers have bid up the price to get
hold of there required supply and today the price of an oxygen cylinder has gone
up by three folds. This shortage is expected to continue for another three to four
years.
As already mentioned above, Pure Gas is going to follow a “more for same”
pricing strategy. Since the business is facing a perfectly competitive market, it
makes no sense to price the product below the going price and earn lower profits.
Similarly, if we charge a higher price, buyers will not buy from us. Therefore the
only way to gain an increasing market share is to provide better services, create
23
customer value and build profitable customer relationships while following the
market prices.
Promotion
Pure Gas is entering a market that has multinationals as competitors. However,

despite having huge competitors, the market it is entering into is facing a shortage
of supply and even the multinationals are not successful in catering the huge
demand of oxygen. As a result, buyers are more than willing to buy oxygen
cylinders from where ever they can get them from. This current shortage is
expected to last 2 years; by the time more people would have entered the market
to fill the gap. This scenario would lead Pure Gas to follow a short and a long
term promotion strategy.
Short term promotion strategy
In face of the current excess demand, Pure Gas does not have to spend a great
deal on promotion as buyer are more than willing to buy the product from where
ever they can get it from. There are dealers in the market who themselves bring
cylinders to factories to get them filled and then sell them to end consumers.
These dealers amount to about 70% of the sales per day.
However, to get dealers and other businesses aware of a new oxygen production
plant, some promotion is necessary. This can be done through direct selling and
sales representatives who would directly approach dealers to make them aware of
a new plant in the market.
Long Term Promotion Strategy
In the long run, when many businesses would have entered the market to fill the
gap, Pure Gas would have to promote its product relatively extensively. During
the time the gap is getting filled, the business should have trained and built a
strong, effective and skilled sales force. This sales force would again approach
business consumers directly, convince them of the product, get to know about
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their concerns with the product and convey them to the business so that proper
action can be taken. Direct marketing will help in ‘obtaining an immediate
response and cultivate lasting customer relationships’. [12]
Therefore, Pure Gas marketing communications mix will consist of a blend of

public relations and direct marketing in the long run.
Place
Industrial gases are only transported over distances that are economically viable.
Since these distances are limited by transport costs and the physical properties of
the gases, production facilities are located close to the markets they serve.
Pure Gas will be locates at Mistri Shah and Badami Bagh area. The reason for
choosing this location for the plant is that the Mistri Shah and Badami Bagh area
of Lahore has a lot of workshops for scrap cutting of metal. Oxygen is used to
provide the high temperature needed for welding and metal cutting and thus this
area has the biggest demand of oxygen than any other place in Lahore. Together
this area makes up about 65% of the total market demand per day. The demand is
approximated to be around 4000 cylinders per day. There are currently 5 plants in
the Mistri Shah area that produce around 2000 cylinders/day. The two giants of
the gases sector in Lahore, BOC Pakistan limited and Fine Gas are also unable to
bridge this gap.
Having a plant in this location would mean less transport costs and being close to
the market for quick response to market environment and to develop supplier-
customer relationships easily.
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PRODUCTION PLAN
26
Production Plan
Raw Material
Following is the description of raw materials required for the production process.
 Atmospheric Air
The raw material for air separation is air from the atmosphere, called feed air on
an air separation site. This means that there is a continuous, easy and free
availability of raw material in this business. This completely eliminates the hassle
of having to negotiate, maintain relationships and deal with suppliers for raw
materials. Almost every other business has to go through this hassle and is
exposed to a constant risk of reduced production because of either problems with
suppliers or late/short availability of raw materials.
Air from the atmosphere is made up of a mixture of several gases. The main
components are nitrogen, oxygen and argon, with other gases present in smaller
quantities. Water vapour is also present in feed air. The water content of air varies
considerably with local ambient conditions.
Following is the detail of the composition of atmospheric air.
27
Ratio compared to Dry Air (%)

Molecular Mass
Boiling Point
Gas -M- Chemical Symbol
(oC)
(kg/kmol)
By volume By weight
Oxygen 20.95 23.20 32.00 O2 -196
Nitrogen 78.09 75.47 28.02 N2 -183
Carbon Dioxide 0.03 0.046 44.01 CO2 -78.5
Hydrogen 0.00005 ~0 2.02 H2 -252.87
Argon 0.933 1.28 39.94 Ar -186
Neon 0.0018 0.0012 20.18 Ne -246
Helium 0.0005 0.00007 4.00 He -269
Krypton 0.0001 0.0003 83.8 Kr -153.4
Xenon 9 10-6 0.00004 131.29 Xe -108.1
Source: http://www.uigi.com/compair.html
 Electricity
Electrical power is just as much a raw material as air for the manufacture of
industrial gas products as the cost of electricity is the largest single operating
cost incurred in air separation plants. Electric motors are used to drive most of
the compression equipment (and power process heaters, instrumentation systems
and cooling systems). Small gaseous product plants may also use hundreds of
kilowatts (kW) while large liquid plants may have power demands measured in
thousands and tens of thousands of kilowatts (megawatts or tens of megawatts -
MW). The cost of power is usually between one third and two thirds of the
operating costs incurred when producing gas and liquid products. [13]
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Manufacturing Process
The diagram below provides a very simplified overview of the air separation
process. However, each air separation plant has a different, much more complex
version of this process. The function of each piece of equipment is then described.
The warm equipment includes all of the equipment that operates at ambient
temperature or above. The cold equipment is housed inside the cold box.
Source: ASU-01-01-PAP-BOC.pdf
29
Project Capacity
Hours utilized one day 24

Production Capacity in cubic meters per hour 165
Production Capacity in Cylinders per day 550
Working Days per month 25
The plant is going to be utilized 24 hours per day since the cost incurred for
restarting the plant is huge. The plants capacity is going to be 165 cubic meters of
oxygen per hour. This means that in one day about 550 cylinders of 6.8 cubic
meters will be produced and dispatched to customers. Since the plant is totally
automated it requires technical expertise and plant operator on a continuing basis,
the plant will run only 25 days in a month with 5 days reserved for maintenance
and observation.
Machinery Requirement
Machine Description Make Quantity Cost (Rs)

165 m3/hr Plant China 1 Complete set 12,000,000
The Plant contains the following equipments:
• Complete Oxygen Production facility

• High Pressure filling manifold of Oxygen
• Cooling tower
• Cooling unit
• Compressor
• Gas compressor
• Column
30
Cost of Good Sold
Following is the break up of my cost of good sold for the first three years of the
business operations.
COST TYPE Year 1 Year 2 Year 3

Direct Material
20 20
Raw Material 0,000 0,000
20 20
Maintenance Cost 0,000 0,000
4,75 9,50 9,97
Electricity 2,000 4,000 9,200
Total Variable 4,75 9,90 10,37
Cost 2,000 4,000 9,200
1,38 2,006, 2,207,
Employee Cost 0,000 400.0 040.0
1,39 2,01 2,01
Depreciation 2,167 7,667 7,667
Other Expenses
11 11 11
Insurance 0,000 0,000 0,000
54 594, 653,
Others 0,000 000.0 400.0
3,42 4,72 4,98
Total Fixed Cost 2,167 8,067 8,107
TOTAL COST OF
GOODS SOLD 16,34 29,26 30,73
(VAR + FIX) 8,333 4,133 4,613
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ORGANIZATIONAL
PLAN
32
Organizational Plan
Type 0f Organization
The organization is going to be a sole proprietorship where the CEO will head all
activities of the organization and will have the final decision making power in his
hands. Under him will be the plant manager, sales manager, administration
manager and the finance manager who will carry out the responsibilities delegated
to them by the CEO.
Organizational Chart
Following is the organizational chart of Pure Gas.
33
34
Roles & Responsibilities
Following are the roles and responsibilities of different employees who would be
hired by the business.
Plant Manager
Qualification : BE Mechanical / Electrical

Age (Max) : 35
Experience (Min) : 5
• Direct and coordinate plant operations within company policies and procedures.
• Maintain a clean and safe plant.
• Establish and direct plant policies and procedures.
• Responsible for plant production goals.
• Confer with department heads to ensure coordination of purchasing, production,
and shipping.
• Responsible for establishing all shift production schedules.
• Conduct employee performance reviews.
• Schedule and conduct plant meetings.
• Responsible for the product quality control for the plant.
• Monitor and keep check on the maintenance activities
• Play a visible leader ship in all aspects.
• A site safety coordinator of Plant.
35
Finance Manager
Qualification : ACCA / MCom

Age (Max) : 35
• To manage the payments, income, debt recovery and expenses functions

(including contracts with suppliers), and deliver service improvements in line
with agreed targets.
• To manage all aspects of the Authority’s treasury management function including
the development of a treasury management strategy, the development and
implementation of systems and procedures, and the assessment and monitoring of
investment counterparties and deposit-taking institutions.
• To manage the cash flow of the Authority, monitor performance against agreed
targets, and liaise with the functional bodies, London boroughs and London
Travel Watch over the timing of receipts and funding arrangements.
• To assist and support the budget development and budget monitoring processes.
• To manage the Authority’s banking arrangements and reconcile all accounts.
• To produce reports, analyses and briefings for senior managers of the Authority
on a wide range of financial issues.
• To contribute to the management of Financial Services as a member of its
management team.
• To support the Authority’s efficiency review programmed.
• To resolve issues as they arise and to support service improvements in the areas
covered by the post.
• To ensure financial regulations and other related governance controls are
reviewed and updated.
36
Administrative Manager
Qualification : MBA
Age (Max) : 35
• To deal with general and customer enquiries via phone and email
• To be responsible for the day to day running of the office including supply
management.
• Provide project support and ensure processes are followed
• Carry out general administrative and office managerial tasks including filing,
telephone answering, data entry, record keeping, printing, binding etc.
• To be responsible for organizing events e.g. tradeshows and seminars
• Conduct web-based research projects as required
• Responsible for the over all gate activities
• Responsible for the house keeping of the site
• Play the role of procurement department.
Sales Manager
Qualification : MBA
Age (Max) : 35
• Monitor the work and effort put in by the sales representatives

• Be able to analyse the current market situation
• Should be capable to understand customer needs and takes proper actions to meet
them.
• Good communication and presentation skills.
• Ability to work under pressure.
37
• Conduct frequent consumer surveys to have a better understanding of the market

and take appropriate actions
• Maintain good relations with team and customers.
Shift Engineer
Qualification : Diploma Mechanical / Electrical

Age (Max) : 30
• Monitor the plant and maintenance activities

• Take corrective action if plant enters into a abnormal mode
• Maintain a safe operation all the time
• Must have the skills to operate a plant on the optimizing level
• Strong safety consciousness
• Ability to take informed and timely decisions
• Excellent communication skills
• Team working
• Leadership skills
• Ability to work well under pressure.
Maintenance Supervisor
Qualification : B. Tech / Diploma Mechanical / Electrical

Age (Max) : 30
• Supervises maintenance staff by determining workloads and schedules; develops,

interprets and implements policies and procedures; evaluates staff and makes
hiring and termination recommendations; and ensures that staff are trained in
complex maintenance activities and are following standard operating procedures.
38
• Provides input into the development of the operating budget for the assigned area
of responsibility; orders materials and supplies; assists in the monitoring and
tracking of expenditures for the section.
• Coordinates section activities with other sections, programs and departments,
including scheduling and resolving problems; coordinates and inspects work
performed by contractors.
• Responds to emergencies as requested; coordinates activities with other
responders; directs the work of staff and utilization of resources to effect repair
and ensure the safety of the community.
• May perform a variety of field maintenance tasks, depending upon experience and
level of certification.
• Prepares records related to the work performed and materials and supplies used;
enters invoices in the computerized purchasing system.
Cylinder Tester/ Inspector
Qualification : B. Tech / Diploma Mechanical

Age (Max) : 30
• Hydrostatic tester Inspects gas cylinders to detect surface defects and tests
elasticity of cylinder walls
• Removes valve from cylinder, using wrench or valve-removal machine Inspects
exterior and interior of cylinder to detect dirt, rust scale, dents, and arc burns.
• Fills cylinder with water, seals cylinder and immerses cylinder in water-filled
jacket, using chain hoist.
• Screws fittings and turns valve or starts pump to create pressure that expands
cylinder wall.
• Stamps test data and company symbol on cylinder.
• Records test results, cylinder serial number, and test date.
39
Plant Operators
Qualification : Matriculation
Age (Max) : 25
• Controls equipment to regulate flow and pressure of gas.

• Observes, records, and reports flow and pressure gauge readings on gas mains and
fuel feed lines.
• Determines causes of abnormal pressure variances and makes corrective
recommendations, such as installation of pipe to relieve overloading.
• Adjusts Plant to maintain specified gas pressure and volume.
Gate Keeper
Qualification : Matriculation
Age (Max) : 30
• Keep the areas clean and tidy.

• Responsible for checking & entry/exit of staff (Date & Time).
• Make data base of IN/OUT of Vehicles.
• Make a Gate Pass of all the IN material as per bill.
• Maintain a safe environment on the company gate.
Sales Representatives
Qualification : Graduation
Age (Max) : 30
• Arranging appointments with customers

• Building and maintaining positive working relationships with customers and
supporting administration staff.
40
• Keeping detailed records of all contacts, which may involve database

management.
• Planning work, schedules and weekly and monthly timetables. This may involve
working with the area sales team or discussing future targets with the area sales
manager.
• Regularly attending company meetings, technical data presentations and
briefings;
• Monitoring competitor activity and competitors' products;
• Developing strategies for increasing opportunities to meet and talk to contacts in
the industrial sector.
Sweeper
Age (Max) : 30
• To work according to cleansing rosters as specified by management.

• To start and finish at the appropriate Depot daily, in all weather conditions, and
the cleansing of all waste matter from private and commercial premises,
passageways, entries
• To ensure that trolley carts, brushes etc. are in good condition at all times.
• To ensure that all work is carried out to the required service standards.
• To undertake such other relevant duties as may from time to time be required.
Finance Clerks
Age (Max) : 30
• Use the telephone in a professional and courteous manner

• Maintain accounts on daily basis as per accounting & finance standards
• Data entry of vouchers
41
• Comply with the local legislation accounting principles.

• Comply with the Tax structure of the country.
Secretary
Age (Max) : 30
• Maintains calendar, schedules appointments and meeting rooms.

• Makes travel and accommodation arrangements.
• Uses personal computer to prepare manuscripts, grant proposals, statistical
reports, tables, and charts using knowledge of scientific, medical, literary, or other
technical terms.
• Maintains and balances petty cash fund.
• Locates and compiles information and formats reports, graphs, tables, records and
other sources of information.
• Uses various software applications, such as spreadsheets, relational databases,
statistical packages, and graphics packages to assemble, manipulate and/or format
data and/or reports.
• Types routine correspondence and reports from dictation or handwritten copy
using personal computer.
• Picks up and delivers materials as required.
• Answers telephone, screens callers, relays messages, and greets visitors.
• Operates office equipment such as photocopier, fax machine, and calculator;
coordinates the servicing of equipment.
• Operates personal computer to access e-mail, electronic calendars, and other basic
office support software.
42
FINANCIAL PLAN
43
Financial Plan
Land Requirement
Items Total Area Cost Per Kanal Total Land Cost

(Rs) (Rs)
Land Cost 5 Kanals 5,000,000 25,000,000
The project requires a land of 5 kanals. The recommended area is not only
sufficient for the smooth operations of the plant but is also enough for putting up
additional plants in future for increased capacity. This land will be able to provide
sufficient space for building, storage area, parking, management offices, loading
and unloading area.
I inherited this land and intend to use it for this project.
Office Equipment and Vehicle Requirements
Following is the office equipment and vehicle required for the startup of the
business.
Office Equipment & Miscellaneous Expenses:
Items Cost (Rs)

Computer system
Fax machine
Telephone exchange 2,000,000
Furniture
Interior & Glass work
Vehicle
Items Cost (Rs)
Cars Suzuki Cultus (2 No.s) 1,200,000
Motor Cycle 55,000
Total 1,255,000
44
Human Resource Requirement
A total 26 persons will be required to handle the business operations of an oxygen

production plant.
Total approximate manpower required for the business operations along with their
respective salaries are given in the table below
• Production Staff
No. of Salary / Salary /

Description Employees Month (Rs) Annum (Rs)
Plant Manager 1 40,000 480,000
Shift Engineers 4 15,000 x 4 720,000
Maintenance Supervisor 1 15,000 180,000
Cylinder Tester 1 5,000 60,000
Plant Operator 4 6,000 x 4 288,000
Helper 2 4,000 x 2 96,000
Total Direct Labor 13 1,824,000
45
• Administrative Staff
Description No. of Salary / Salary /

Employees Month (Rs) Annum (Rs)
Admin Manager 1 25,000 300,000
Gate Keeper 3 4,500 x 3 162,000
Sweeper 1 3,000 36,000
Gardener 1 3,000 36,000
Sales Representative 1 8,000 480,000
Secretary to Director 1 5,000 60,000
Secretary to Plant Manager 1 5,000 60,000
Total Administrative 9 1,114,000
Salaries
• Finance Department
Description No. of Salary / Salary /

Employees Month (Rs) Annum (Rs)
Finance Manager 1 25,000 300,000
Clerks 2 8,000 x 2 192,000
Coordinator 1 5,000 60,000
Total Finance Dept Salaries 4 552,000
46
Startup Cost
The startup cost of my business comes out to be Rs. 46,255,000. Following is a

detailed breakup of the cost.
Requirements Rupees
Land 25,000,000
Building 6,000,000
Plant 12,000,000
Office Equipment & Misc Expenses 2,000,000
Vehicle Requirement 1,255,000
Total 46,255,000
Cost of Capital
Pure Gas will be acquiring a debt of Rs. 5,000,000 from Bank Alfalah which will
be paid back in 5 years.
Debt Rs. 5,000,000

Cost of Debt 14%
Debt to Equity Ratio 10.8%
Key Assumptions
Following are the key assumptions taken for the preparation of the financials.
1. Working/Operating Days
• 25 Days a month
2. Working Months in a year

• 12 Months
3. Days operational in a Year

• 312 Days
47
4. Hours per shift

• 8 hours
5. Shifts Operational
• 3
6. Maximum Capacity utilization

• 100%
7. Utilities
• Cost of Electricity increase 5 % per Annum
8. Salaries
• Employees salaries increase by 10 % per Annum
9. Sales Strategy
• In the first year only customer owned cylinders will be filled.
• Later, Company will purchase its own cylinders and will sell via
distributors and self marketing.
10. Depreciation
• Straight line method is used.
• Vehicles have a life of 10 years.
• Furniture and office equipment has a life of 5 years.
• Building has a life of 15 years.
• Plant and equipment has a life of 15 years.
11. Marketing expense

• Marketing expense is zero in the first year since there is no need for
marketing due to the sever shortage in the market.
12. Sales
48
• The demand for oxygen is so high that all the production will be
considered as Sales.
Costs
COST TYPE Year 1 (Rs) Year 2 (Rs) Year 3 (Rs)

Direct Material
Raw Material 200,000 200,000
Maintenance Cost 200,000 200,000
Electricity 9,504,000 9,504,000 9,979,200
TOTAL VARIABLE
COST 9,504,000 9,904,000 10,379,200
Employee Cost 1,824,000 2,006,400.0 2,207,040.0
Depreciation 1,392,167 2,017,667 2,017,667
Other Expenses
Insurance 110,000 110,000 110,000
Others 540,000 594,000.0 653,400.0
TOTAL FIXED COST 3,866,167 4,728,067 4,988,107
TOTAL COST (VAR +
FIX) 26,740,333 29,264,133 30,734,613
Cost / Cylinder 297 163 171
49
4.1. Income Statements
Year 1
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month Month Month
(Rs) (Rs) (Rs) (Rs) (Rs) (Rs) (Rs) (Rs) (Rs) 10 (Rs) 11 (Rs) 12 (Rs) Year (Rs)
6,000,00 6,000,00 6,000,00 7,500,00 7,500,00 7,500,00 7,500,00 7,500,00 7,500,00 7,500,00 7,500,00 7,500,00 85,500,00
Sales 0 0 0 0 0 0 0 0 0 0 0 0 0
1,782,68 1,782,68 1,782,68 2,228,36 2,228,36 2,228,36 2,228,36 2,228,36 2,228,36 2,228,36 2,228,36 2,228,36 25,403,31
Cost of Sales (Rs.) 9 9 9 1 1 1 1 1 1 1 1 1 7
4,217,31 4,217,31 4,217,31 5,271,63 5,271,63 5,271,63 5,271,63 5,271,63 5,271,63 5,271,63 5,271,63 5,271,63 60,096,68
Gross Profit (Rs.) 1 1 1 9 9 9 9 9 9 9 9 9 3
Gross Profit margin 70.29% 70.29% 70.29% 70.29% 70.29% 70.29% 70.29% 70.29% 70.29% 70.29% 70.29% 70.29% 70.29%
Operating Expenses
Administrative 133,83 133,83 133,83 133,83 133,83 133,83 133,83 133,83 133,83 133,83 133,83 133,83 1,606,00
Expenses 3 3 3 3 3 3 3 3 3 3 3 3 0
Marketing & Selling
Exp
133,83 133,83 133,83 133,83 133,83 133,83 133,83 133,83 133,83 133,83 133,83 133,83 1,606,00
Total 3 3 3 3 3 3 3 3 3 3 3 3 0
4,083,47 4,083,47 4,083,47 5,137,80 5,137,80 5,137,80 5,137,80 5,137,80 5,137,80 5,137,80 5,137,80 5,137,80 58,490,68
Operating Income 8 8 8 6 6 6 6 6 6 6 6 6 3
46,00 46,00 46,00 46,00 46,00 46,00 46,00 46,00 46,00 46,00 46,00 46,00 552,00
Finance Cost 0 0 0 0 0 0 0 0 0 0 0 0 0
PROFIT BEFORE 4,037,47 4,037,47 4,037,47 5,091,80 5,091,80 5,091,80 5,091,80 5,091,80 5,091,80 5,091,80 5,091,80 5,091,80 57,938,68
TAX 8 8 8 6 6 6 6 6 6 6 6 6 3
1,413,11 1,413,11 1,413,11 1,782,13 1,782,13 1,782,13 1,782,13 1,782,13 1,782,13 1,782,13 1,782,13 1,782,13 20,278,53
Tax @35 % 7 7 7 2 2 2 2 2 2 2 2 2 9
PROFIT AFTER 2,624,36 2,624,36 2,624,36 3,309,67 3,309,67 3,309,67 3,309,67 3,309,67 3,309,67 3,309,67 3,309,67 3,309,67 37,660,14
TAX 1 1 1 4 4 4 4 4 4 4 4 4 4
Net Profit Margin 43.74% 43.74% 43.74% 44.13% 44.13% 44.13% 44.13% 44.13% 44.13% 44.13% 44.13% 44.13% 44.05%
50
4.1.1. Year 2
Quarter 2 Quarter 3 Quarter 4 Year 2

Quarter 1 (Rs) (Rs) (Rs) (Rs) (Rs)
Sales 10,800,000 10,800,000 10,800,000 10,800,000 43,200,000
Cost of Sales (Rs.) 7,316,033 7,316,033 7,316,033 7,316,033 29,264,133
Gross Profit (Rs.) 3,483,967 3,483,967 3,483,967 3,483,967 13,935,867
Gross Profit margin 32.26% 32.26% 32.26% 32.26% 32.26%
Operating Expenses
Administrative Expenses 444,950 444,950 444,950 444,950 1,779,800
Marketing & Selling Expense 445,000 445,000 445,000 445,000 1,780,000
Total 889,950 889,950 889,950 889,950 3,559,800
Operating Income 2,594,017 2,594,017 2,594,017 2,594,017 10,376,067

Finance Cost 184,000 184,000 184,000 184,000 736,000
PROFIT BEFORE TAX 2,410,017 2,410,017 2,410,017 2,410,017 9,640,067

Tax @ 35 % 843,506 843,506 843,506 843,506 3,374,023
PROFIT AFTER TAX 1,566,511 1,566,511 1,566,511 1,566,511 6,266,043
Net Profit Margin 14.50% 14.50% 14.50% 14.50% 14.50%
51
Year 3
` Year 3 (Rs)
Sales 45,000,000
Cost of Sales 20,355,413
Gross Profit 24,644,587
Operating Exp
Administrative
Expenses 1,957,780
Marketing & Selling
Expense 1,958,000
Total 3915780
Interest Expense @
15% 1,427,400
PROFIT BEFORE TAX 19,301,407
Tax @ 35 % 6,755,492
PROFIT AFTER TAX 12,545,914
52
Conclusion
Despite the diverse uses and the enormous demand of oxygen, Pakistan only has a
few oxygen producing plants which has lead to a severe shortage of oxygen in the
market. Due to the shortage, prices of oxygen cylinder have gone up by almost three
folds. This shortage clearly indicates that there is a potential for new entrepreneurs
to enter this market and take advantage of the current market situation.
Furthermore, the growth of the economy also indicates growth for this business.
Future Prospects
The company has a very bright future due to the current market shortage and the
tremendous increase in the steel sector of Pakistan. Oxygen is one of the major
raw-material needed for the production of steel. About 1 tone of oxygen is
required to manufacture 1 tone of steel.
Pakistan's economy has shown robust growth of 8.4% in 2005 compared to 6.4%
during the last year. This high growth of GDP has triggered staggering growth in
various sectors of the economy particularly bringing a surge in steel demand. The
per capita consumption of steel surpassed the level of 30 Kg per annum, thus
creating a large gap between demand and supply. [14]
Keeping this in mind, Pure Gas is going to have a long term plan of expanding its
production to meet market increasing demand and reap profits. Also, it will work
towards diversifying its product from oxygen alone to other special industrial
gasses.
Exit strategy
Although the odds of the company not being successful are very low, but its
always a good idea to have an exit strategy in mind. If, however, a mishap does
53
happen, I plan to make my company public by listing it on the stock exchange to

raise finances and expand operations.
References
[1]. Smeda Pre-feasibility report oxygen gas producing plant, pg 5
[2]. Economic Survey of Pakistan Manufacturing
[3]. Economic Survey of Pakistan Manufacturing
[4]. Philip Kotler; Principles of Marketing, Eleventh Edition, pg 65
[7]. Universal Industrial Gasses, http://www.uigi.com/noncryo.html
[10]. http://www.ch.ic.ac.uk/rzepa/mim/environmental/html/oxygen_text.htm
[13]. Universal Industrial Gasses, http://www.uigi.com/compair.html
[14]. http://www.engineeringpakistan.com/Steel/
54

Marketing Plan of Pure Gas

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Marketing Plan Pure Gas

INSTITUTE OF MANAGEMENT SCIENCES

To satisfy customer's needs and aspirations by meeting established

Overview of the Industry

PLANTS Cap. M3/hr LOCATION CAP.TM3/Yr Utilization%

It is also important to state here that the overall manufacturing recorded an

Market Segment Cylinders/Day

Scrap Cutting 5000

Misc. Industries 1500

Automobile Sector (denting) 1000

Source: Market Research

A company’s marketing environment consists of the actors and forces outside

The marketing environment is made up a microenvironment and a macro-

Demography is defined as the study of human population in terms of size,

The population of Pakistan is currently witnessing a demographic transition. It

Source: Economic Survey 2006-07

In Pakistan, decline in mortality rate is due to the elimination of epidemic diseases

expenditure declined by 6.6 % in Balochistan. [Economic Survey 2006-07,

Source: economic survey 2006-07, heath and nutrition

Source: economic survey 2006-07, heath and nutrition

these hospitals require oxygen and therefore as a result of growing population

The technological environment is perhaps the most dramatic force since it

Plant Technology [7]

Non-cryogenic air separation processes are used to produce gaseous nitrogen

Non-cryogenic air separation processes operate at near-ambient temperature.

Per Capita Income

Source: Economic Survey 2006-07

Marketing strategy serves as a foundation of a marketing plan. It is defined as the

 Steel Scrap Cutting and Rolling Mills

Targeting a market is a critical factor in the marketing strategy of a company. A

Initial Target Market

Long Term Target Market

there. However providing oxygen to hospitals requires a heavy infrastructure

Target Market Strategies

Since there is an acute shortage of Oxygen in the market, corporate customers

Furthermore, when compared with other competitors competing in the market,

services being provided are going to be of better quality as compared to

The marketing mix is defined as a set of controllable tactical marketing tools –

diatomic molecule; O2. It is used in many industrial, commercial, medical, and

Pure Gas is entering a market that has multinationals as competitors. However,

Short term promotion strategy

Long Term Promotion Strategy

Therefore, Pure Gas marketing communications mix will consist of a blend of

Following is the detail of the composition of atmospheric air.

Ratio compared to Dry Air (%)

Oxygen 20.95 23.20 32.00 O2 -196

Nitrogen 78.09 75.47 28.02 N2 -183

Carbon Dioxide 0.03 0.046 44.01 CO2 -78.5

Hydrogen 0.00005 ~0 2.02 H2 -252.87

Argon 0.933 1.28 39.94 Ar -186

Neon 0.0018 0.0012 20.18 Ne -246

Helium 0.0005 0.00007 4.00 He -269

Krypton 0.0001 0.0003 83.8 Kr -153.4

Xenon 9 10-6 0.00004 131.29 Xe -108.1

Hours utilized one day 24

Machine Description Make Quantity Cost (Rs)

The Plant contains the following equipments:

• Complete Oxygen Production facility

Cost of Good Sold

COST TYPE Year 1 Year 2 Year 3

Following is the organizational chart of Pure Gas.

Roles & Responsibilities

Qualification : BE Mechanical / Electrical

Qualification : ACCA / MCom