Marketing Group

Marketing Division, setup in July, 1978 is responsible for all marketing operations including planning, distribution, sales, farm advisory services, field warehousing, finance and administration. With the commencement of commercial production in June 1982, the company started marketing its urea under the brand name "Sona".

The company markets not only Sona urea but also imported nitrogen, phosphate and potash based fertilizers.

The Company is also marketing half a million tonnes of sona urea granular manufactured by Fauji Fertilizer Bin Qasim (formerly FFC - Jordan Fertilizer Co. Ltd). When FFC came into the market with its production in June 1982, the other manufacturers namely Engro, Dawood Hercules and National Fertilizer Corporation were already well established in the market. The brands of Engro (Engro) and Dawood Hercules (Babber Sher) were considered premium brands in Sindh and Central Punjab respectively. FFC had to face very tough competition from the beginning. This competition coupled with the huge surplus of urea in the domestic market posed a great challenge to the company in the initial years. FFC not only met the challenge by capturing the desired market share but in the process, enhanced the brand image of its product Sona urea which has become the number one brand. During the period 1983 to 1986 when a large urea surplus existed in the country, FFC pioneered urea exports which not only helped in stabilizing domestic urea but also earned valuable foreign exchange for the country.

The Government of Pakistan deregulated the trade and prices of phosphatic fertilizers on 21 August 1993. Subsequent to this decision FFC started import of these fertilizers and as a result timely supplies were arranged. Farmers were thus provided with quality product in bags with guaranteed correct weight and this brought about a very positive qualitative change in the phosphatic fertilizer business in the country. The Marketing Division now has the necessary expertise to handle fertilizer imports and exports.

FFC believes in selling a programme rather than just a product. For this, the company has adopted a customer oriented strategy, marketing quality products backed by efficient and effective support services with emphasis on developing the market through practical and innovative farmer education.