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PREFACE

This report has been written in pursuance of the requirements for MBA Program. An

attempt has been made in this regard to study in depth the organizational structure,

functions of the marketing department, analysis of the market strategy, procedures,

development and management of products with a view to evaluate the market position

of the company and future prospects. It has been kept in mind to cover all types of

companies, so as to be more precise and accurate in term of rationality. Although

there may be some areas, which may have been left out, that would be shortage of

cost restraints.

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ACKNOWLEDGEMENT

I am thankful to God Almighty who remains the best support in my rainy days and

now who has enabled me to finish this report, praise to Hazrat Muhammad (P.B.U.H)

who is forever torch of guidance for mankind. It was very interesting as well as tough

task for me. I completed it with the help of some nice people.

I feel pleasure to avail this opportunity to express gratitude and obligation to my

respectable teachers, for their kind guidance and help during the course of study.

During the internship personnel manager Mr. Tahir Sarfraz extended great

cooperation for discussion and learning in different departments, especially in

marketing department.

I would also be thankful to all people who have contributed to the accomplishment of

this report. I was very lucky in having a group of people whose critical evaluations

were of great importance during the documentation of this report. Finally, I am deeply

obliged to the whole management of Tri-Pack films Limited, whose considerate and

cooperative guidance to sail through all difficulties that I have faced during the

completion this project. I extend special thanks to the following respective personnel

of the company.

Mr.Tahir Sarfraz Manager Personnel

Mr.Saleem Sheikh Marketing Manager

Mr.Raza Nawaz Research & Product development Manager

Mr.Munir Khan Manager C & I

Mr. Faisal Mehboob Production Manager

Mr. Salman Ahmad Quality Assurance Officer

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TABLE OF CONTENTS Subjects Page No.

1. Introduction … 6

2. Objectives of studying the organization … 8

3. Overview of the organization … 10

3.1 Brief History … 10

3.2 Nature of the organization … 10

3.3 Business Volume … 17

3.4 Profile of employees … 18

3.5 Product lines … 20

4. Organization structure … 24

4.1 Main offices … 25

4.2 Marketing Operations … 26

5. Structure of the Marketing department … 27

5.1 Number of employees … 28

5.2 Marketing Operations … 28

6. Functions of the marketing department … 30

6.1 Marketing Strategy … 30

6.2 Product Planning, developments and management … 33

6.3 Pricing strategy … 37

6.4 Distributing strategy … 39

6.5 Promotional strategy … 40

7. Critical analysis … 42

7.1 Successes and failures of different products. … 45

7.2 Major competitors of the organization … 49

7.3 Future prospects of the organization … 51

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8. Short Falls/weaknesses pf the marketing … 52

8.1 Critical analysis of the management patterns … 53

9. Conclusion & Recommendation for improvement … 54

10. References and sources used … 57

11. Annexes I … 58

12. Annexes II … 59

13. Annexes III … 60

14. Annexes IV … 61

15. Annexes V … 62

16. Annexes VI … 63

17. Annexes VII … 64

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INTRODUCTION

Marketing is the business function that identifies unfulfilled needs and wants, defines

and measure their magnitude, determine which target markets, the organization can

best serve and appropriate products, services and program to serve these markets and

call upon every any in the organization to “think and serve the customer” from a

special point of view, marketing is a link between a society’s material requirements

and its economic pattern of response.

Marketing today is not a function; it is a way of doing business. Marketing is

not a new and campaign on this month’s promotion. Marketing has to be all pervasive

part of every one’s job description, from the receptionists to the board of directors. Its

job is neither to fool the customer nor to falsify the company’s image. It is to integrate

the customer into the design of the product and to design a systematic process for

interaction that will create substance in the relationship.

Marketing- oriented thinking is necessity in today’s competitive world. There

are too many good chasing to few customers. Some companies are trying to expand

the size of the market. But most are competing to enlarge their shares of the existing

market. As a result there are winners and losers. The losers are those that being

nothing special to the market. The winners are those who, fully analyze needs,

identify opportunities and create value- rich offers target customer groups that

competitors cannot do much. Tri-Pack is stressing on it and is the market leader in

flexible packaging industry.

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Following are five new cornerstones of the new marketing.

a) Marketing is like going to the moon.

b) Marketing is about market creation, not market sharing.

c) Market is about process, not promotional tactics.

d) Marketing is qualitative, not quantitative.

e) Marketing is every body’s job.

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OBJECTIVES OF STUDYING THE ORGANIZATION It is to learn the marketing function having complete marketing network of the

organization, and study practical implementation of different theories that studied in

different courses of marketing.

Following are important objectives of studying the organization:

Studying the organizational structure of the organization and marketing

department.

Understanding the procedure of marketing department.

Analyzing the marketing activities.

Analyzing the marketing structure of the marketing department.

Evaluating the working style of the marketing employees.

Analyzing the weaknesses and strengths of the marketing department.

Considering the communication flow of the marketing department.

Understanding the ISO 9001 & ISO 14001 and its implementation in the

organization.

To have a hand on experience in marketing department.

To get the exposure of working in excellent environment of marketing

department.

To seek employees increment, continuous improvement and enhance

performance goals. As a market leader in packaging industry, I have learned a

lot and moreover I also suggest some valuable proposal for their improvement

in marketing system.

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BOPP in growing product of flexible packaging not only in Pakistan, also all

over the world.

To get the knowledge of a unique and new product in Pakistan.

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OVERVIEW OF THE ORGANIZATION

Brief History

Tri-Pack films limited, a public limited company, is a joint venture between

Mitsubishi Corporation of Japan and Packages limited of Pakistan. Tri-Pack was

incorporated in Pakistan in 1993 and commenced commercial production in 1995.

The company is listed on the Karachi, Lahore and Islamabad stock exchanges. It has a

paid up capital of Rs. 300 million and its growth revenues have exceeded Rs. 1.7

billion this year. Tri-Pack is ISO 9000 & ISO 14001 certified company.

Our principle area of business involves the manufacturing of biaxially oriented

polypropylene (BOPP) films, a packaging material widely used in the consumer

goods industry.

Nature of the Organization

Biaxially oriented polypropylene (BOPP) films, a flexible packaging product

widely used in consumer goods industry. BOPP is used extensively for biscuits and

cigarettes packaging over wrap, food products, medicines, confectionary, tea,

adhesive tapes and lamination. Tri-Pack is largest manufacturer of BOPP films in

Pakistan.

Production facilities are available in Hattar Industrial Estate Hattar (N.W.F.P).

Tri-Pack maintained integrated management system of ISO 9001 & ISO 14001.

Tri-Pack started its operation with one plant having capacity to produce 5400 ton’s

finished BOPP films per annum. To meet the increasing demands of the country and

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to cater customer needs efficiently in time, the company decided to go into expansion

and added another line of BOPP film in 2001, thus increasing the installed capacity to

manufacturing BOPP film from 5400 ton’s to 10800 ton’s annually. Tri-Pack is now

implementing third expansion plan of setting up 16000 ton’s per annum BOPP film

manufacturing line and Port Qasim Industrial Estate, Karachi.

This project will complete in the end of 2004. While selecting plant and

equipment, due care was taken to ensure that the new production line would be based

on the latest technology available.

Tri-Pack’s BOPP films are the products of state-of-the art technology. This

packaging film is available in five different grades along with some special films;

Plain, Composite, Pearlized, Metallized, tobacco, and special films are Matt finish,

Labellite, and Strip Metallization.

The principle properties of our products are: -

Good barrier to moisture.

Excellent transparent gloss.

Good printability.

Good sealability.

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COMPANY INFORMATION

Board of directors Auditors and tax advisor

Syed Babar Ali (Chairman) A. F. Ferguson & Company

Shahid Hussain (Chief Executive) Chartered Accountants

Hiroshi Kojima

Khalid Yaqub Legal Advisor

Mujeeb Rashid

Syed Haider Ali Khan & Piracha

Yukio Hasegawa

M.Saeed Iqbal Registered Office

(Alternate to Syed Baber Ali)

Kazuki Miura 1st Floor, Hilal-E-Ahmer House,

(Alternate to Hiroshi Kojima) Khayaban-E-Iqbal

Main Clifton Road,

Company Secretary Karachi, 75600, Pakistan.

PABX: (021) 5863941-42

Adi. J. Cawaji` 5874047-49

Fax: (021) 5860251

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Audit Committee Head Office and Sales Office

Yukio Hasegawa First Floor, Razia Sharif Plaza

Hiroshi Kojima 90-E, Jinnah Avenue.

Khalid Yaqub Blue Area, Islamabad

Mujeeb Rashid Tel: (051) 2273135, 2273907-8

Fax: (051) 2273136

Bankers Karachi

Plot No. G.1 – G-4,

ABN-Amro Bank N.V. North Western Industrial Zone

Albaraka Islamic Bank B.S.C (E.C) Port Qasim, Karachi.

American Express Bank Limited

Bank Al Habib Limited Regional Sales Offices

Bank of Khyber

Credit Agricole Indosuez Karachi

Deutche Bank A.G 101-106, Marine Pride, Block 7,

Faysal Bank Limited Clifton, Karachi, 75600

Habib Bank Limited Tel: (021) 5871801-2

Muslim Commercial Bank Limited Fax: (021) 5871803

National Bank of Pakistan Lahore

Standard Chartered Bank Limited 127- Shami Road,

Union Bank Limited Lahore Cantt, Lahore,

Tel: (042) 6660026, 6655553

Fax: (042) 6653950.

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Works Website

Hattar www.tripack.com.pk

Plot No 78/1, Phase IV.

Hattar Industrial Estate,

Hattar, N.W.F.P

Tel: (0995) 617406-7

Fax: (0995) 617054.

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VISION 2010

To increase the value of our customers, shareholders and employees by

maintaining role of market leader in the country while at the same time operating

internationally to mark our presence in the region.

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MISSION STATEMENT AND CORPORATE STRATEGY

We will:

Satisfy our customers with timely supplies of products conforming to quality standard

at competitive prices and follow-up services.

Achieve sustained growth to meet the growing demand of our customers and also for

the benefits of economies of scale to optimize return on investments.

Continue developing new markets, products, applications and replacement of other

structures in close collaboration of our customers and suppliers.

Keep on enhancing cost effective technological competence to retain our competitive

edge.

Nurture and inculcate an ethical corporate culture of fulfill our obligations towards

society and the states.

Attract competent staff, develop their professional skills and retain them through

motivation, performance reward growth opportunities.

Care for health and safety of our employees and play our due role for a cleaner

environment.

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Business Volume

The Pakistan credit rating agency (Pvt) Ltd (PACRA), an affiliate of IBCA

limited, UK has assigned this company a long-term rating of “A+” and a short term

rating of “A1“. This confirms a strong capacity of the company for timely payment of

its financial commitments.

In year 2003, the sales of Tri-Pack increased as compare to previous year. The

company is going to exporting their products to different countries. The company is

continuously improving its efficiency with automation of routine procedure ensuring

information availability and enforcement of standard operating procedure (SOP’s).

Financial highlights are as under

2003 2002

Paid up capital million rupees 3, 00 3, 00

Gross sales million rupees 1, 791.7 1, 540.14

Net profit million rupees 200.11 248.02

Cash dividend as percentage of paid-up capital 30.00 30.00

Earning per share rupees 6.67 8.27

Total assets million rupees 1, 292.45 1, 277.56

Finished BOPP film production tons 12, 065 10, 808

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Profile of Employees

Tri-Pack films limited, hired fully motivated, educated and devoted

employees, because employees are the backbone of any company. Due to this reason

company hired PHD doctors, Engineers, MBA’s, Chartered Accountants, Financial

consultants, IT specialists. Tri-Pack having his own training and development centre

(Syed Maratab Ali training & development centre) in which employees are trained for

different purposes. Company hiring different consultants from major institutes e.g.

PIMS, institutes of quality control, for better training of their employees.

Management in “M” grade.

Executives in “E” grade.

Supervisors in 11 ~ 13 grade.

Workers in 01 ~ 07 grade.

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MAN POWER

Qualifications Numbers

PhD- polymer 02

Electronics engineers 10

Electrical 08

Mechanical 25

Chemical 10

Technical diploma holders 80

MBA’s 56

Qualified accountants 08

I.T. 05

Graduates 50

Others 60

Total 314

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Product lines

A product line is a group of products that are closely related because they perform a

similar function, are sold to the same customer group, are marketed through same

channels, or make up a particular price range.

Tri-Pack is producing biaxially oriented polypropylene (BOPP) films in different

grades, and its thickness ranges between 08 to 50 microns. The principle properties of

these products are:

a) Good barrier to moisture.

b) Excellent transparent gloss.

c) Good printability.

d) Good seal ability.

Following are major grades of BOPP films:

a) Plain film.

b) Composite.

c) Cigarette grade.

d) Pearlized.

e) Metallized.

f) Special films.

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Plain

Excellent clarity, high tensile strength, good dimensional stability and flatness,

low electrostatic charge, corona treatments on one or both sides and water proof. The

plain film is used for laminating cardboard, general packaging, wrap for fresh flowers,

and adhesive tape.

Composite

This grade has a property of heat seal ability on sides, dimensional stability

and flatness, designed for high speed work ability, low friction, high stiffness, elegant

appearance, heat resistant and heat shrinking capabilities. The composite film is used

in packing of confectionary/ biscuits, soap and processed food items.

Cigarette grade

Cigarette grade both side heat sealable BOPP film is manufactured specially to

suit high-speed cigarette wrapping machines having excellent antistatic and slip with

high seal strength, clarity and moisture barrier properties. Tri-Pack has attained the

competency to manufacture the said grade and currently it is being supplied to the

tobacco industry of the country.

Pearlized

Pearlized BOPP film is both sides heatsealable one side corona treated film

having uniform thickness, low transparency for minimum see through with good seal

strength. It is suitable for high quality printing, over wrapping and flow pack

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machines for packaging. The pearlized film is used as a packaging material for

processed food, ice bars, candies, gift wrappers and tea.

Special films

To get edge over competitions Tri-Pack develops new films for catering

different customer requirements and also for export purpose.

Following are special films of Tri-Pack Films Ltd:

White film.

Strip metallized.

Tobacco shrink-wrap.

Matt finish

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IINNDDUUSSTTRRIIEESS UUSSIINNGG BBOOPPPP FFIILLMMSS Biscuits & Confectionery Soap and Detergent Ice cream Tea Cigarette Hosiery, textile and garments Match Processed Food & Pasta Lamination of Books and Magazines

24

ORGANIZATIONAL STRUCTURE

BOD

MD

MM PM FM

COA RMS RMC RMN Pd.MGR TM R&D CM

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MAIN OFFICES

HEAD OFFICE ISLAMABAD

Regional Office Islamabad

Islamabad

Regional Office Lahore

Regional Office Karachi

Peshawar

Gujarat

Faislabad

Lahore

Multan

Gujranwala

Sahiwal

Karachi

Hyderabad

Sukkar

Export Division

Export Division

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Marketing Operations

During the internship period in marketing department, I have observed that

marketing department has performed all the activities, which are necessary for the

marketing process.

In marketing operations, marketing department customer’s inquiries are

received from, telex, fax, E-mails, and letters. They are directly sent to marketing

manager for approval.

The operations of the marketing department are as follows:

Analyzing the trend of the market.

Analyzing the competitions movement of marketing.

Analyzing the customer demand.

Analyzing the product development process.

Analyzing the quality assurance process.

Enhance the market share as compare to competitions.

Introduce new product in the market through research and development

process.

Focus on the international market, not only the local market.

Regional office in SriLanka for creating demand of the BOPP films.

Convincing the people to use BOPP instead of polythene and other hazards

shopping bags and packaging material.

Suggestions for Nestle water bottles to use the wrapper of BOPP films

instead of paper.

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STRUCTURE OF THE MARKETING DEPARTMENT

MARKETING

MANAGER

Research & P D

Manager

Regional Manager

Islamabad

Regional

Manager Lahore

Regional

Manager Karachi

Area Sales Manager

Export Manager

Sales Manager Team - A

Sales Manager Team - B

Sales Executives

Sales Executives

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Numbers of Employees Working in the Marketing Department

Total numbers of employees in marketing department are 43 persons. In regional

and head office Islamabad sixteen persons are working including marketing

manager, research and product development manger and export manger. In south

and central region thirteen persons each are working.

All of the employees working in marketing department having MBA (Marketing)

from different local and international institutes.

Marketing Operations

Here are basically six marketing operations that are applicable in Tri-Pack

Films Limited.

I. Market Research

When a company wants to launch a new product, there is need of

research from market; research is helpful to marketing department to make the

right decisions. Tri-Pack also conducts research about market according to its

requirements, research and product development manager is responsible for it.

II. Environmental analysis

To maintain the leadership in the market of BOPP it is very

compulsory to conduct political, economical, social, and technological

analysis time by time.

III. Product development

For better quality of BOPP films, Tri-Pack is improving research and

product development to compete the international market.

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IV. Market analysis

In market analysis Tri-Pack conducts SWOT analysis. In this activity

company identify and evaluate its strengths, weaknesses, opportunities and

threats. To fulfill its mission company capitalize on its marketing strengths

and get advantages of the most promising opportunities, company also takes

necessary actions to remove its weaknesses and to overcome on threats.

V. Marketing mix

Tri-Pack also considers marketing mix strategy and it is necessary to

fulfill its requirements for success and achievement of company goals.

VI. Feed back

After productive steps/actions feed back is necessary, which shows

actual picture of the company in them market and feed back also provide base

for next year plan. For this purpose, Marketing personnel’s visit market and

conduct research through suggestions of research and product development

manger.

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FUNCTIONS OF THE MARKETING DEPARTMENT

The basic duty of sales executive is to visit the customers at weekly and

monthly basis. Sales executive obtain the order from different customer and send

those all order to planning department in factory premises, as an internal sales order

(ISO). The planning department then filled up all the requirements of customer, where

name of the customer, address, product name, microns, ton’s, properties, sizes,

delivery date are saving in the software of planning department. Production manger,

plant manger and planning manager then setting up the production plan and give

target to the production department. After producing of film, company dispatches that

product to customer via their own direct distribution system. After the successful

delivery of product sales executives collect cheque from customers.

If customer found any problem, this is the duty of sales executive to solve that

problem or give them credit note and lift the material, because Tri-Pack have their

slogan for customers. “Money back guarantee product”.

Marketing strategy

Marketing strategy reflects the plan and goals at the corporation level and

assigns the role to every employee for the company, which they will have to plan to

achieve the goals set by the top management.

The marketing strategy of Tri-Pack is to capture the maximum market share

through better quality products, which are made according to the requirement of

customers. Tri-Pack expands its market share through new customers by using market

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penetration strategy. As per analysis of the company this is the best marketing

strategy in the present scenario for success.

Marketing strategy of Tri-Pack includes the following points:

Covering the target market.

Create awareness of BOPP films in the market.

Health hazards zero as compare to polyethylene and polyethylene.

Better quality products through ISO 9001 standard.

Maintaining the strong market position.

Goods are to be produce according to the requirements of customers.

Satisfied the customer from all aspects.

Major objectives

The major objective of Tri-Pack is to capture maximum market shares and

satisfied their customers up to their requirements.

Satisfaction

The customer satisfaction is a strategic, if the customers are satisfied

with the services of a firm and what they are getting from the firm, they will

definite loyal with the company and always became representative of the

company.

Monitoring

Tri-Pack has assigned some executives to monitor the not only their

market, also monitor the competitors products and services existing in the

market. If competitors facilitate his customer as compare to us then try to

adopt those strategies for better results. Because this is an era of competitions

32

and if they do not compete with other in the market, they cannot keep their

position in the market. Tri-Pack is trying their best by offering a variety of

high quality products and services to their customers.

33

Product Planning, Development & Management

Product

Product is a set of tangible and intangible attributes, which may include

packaging, color, price, quality, and brand plus the seller’s services and reputation.

SIZE

PRICE

SELER’S

SERVICES

DESIGN

COLOR

PACKAGING

SELLER REPUTE

QUALITY

BRAND

PRODUCT

34

Product Planning, Development & Management in Tri-Pack

Strategies are need for the managing existing products overtimes adding new

ones, and dropping failed products. Strategies decisions must also be made regarding

branding, packing and other product features such as warranties or money back

guarantee.

Product development process

Tri-Pack is producing high quality products not only for local market and also

for exporting. The entire products are produced as per the customer requirements.

Product planning development strategy of Tri-pack includes the following

steps:

i. Generating product ideas

Products are generated in the following three ways.

By studying the market trends where the market is moving, what is the

demand?

By collecting the information from the current customer and the

prospective customers.

By studying the other firm’s product and their response.

ii. Screening the ideas

Product ideas are evaluated to determine which once warrant future study.

iii. Business analysis

A surviving idea is expanded into a concrete business proposal. That means

management.

35

Identifies product features.

Estimate market demand, competitions and profitability.

Establish a program to develop a product.

And assign responsibility for future study of the product feasibility.

iv. Trail model

If the results of the business analysis are favorable, then after the approval

of management, the product is produced and checked in production

Department, which is considered more strategic for that particular product.

v. Commercialization

If a product is successful then it is started on full scale. The best

example of Tri-Pack’s research and development product is

shrink-wrap.

After its successful acceptability by the market it has been now

introduce throughout the market. Strategy for managing the product is

that customers and market reports periodically about the product,

through which it is analyzed weather any change is required or not.

Product implementation plan

These are important points of the product implementation plan:

The company to get effective and necessary decisions after sharing ideas of

the entire executive should call a meeting for decision-making purpose.

An effective coordination and relation must be established every department.

It should be realized to be very clear about the advantages and disadvantages

of each strategy to take effective decisions about its continuity to make an

effective strategic implementation.

36

To increase the overall production and enhance the efficiency of the

department.

One meeting should be on weekly/ monthly basis presided by managing

director.

37

Pricing strategy

Price

Pricing is the amount of money or other items which utility needed to acquire a

product. Price has a significant role in the marketing activities of the firm as well as,

the willingness or acceptance of the customers, whenever a firm decides about the

pricing of its products it must have some objectives behind rechecking again.

These objectives may be:

Profit oriented (increase the profit margin).

Sales oriented (profit making through increase the sale).

Pricing policies/strategies procedure of Tri-Pack

Tri-Pack is offering the price on the basis of three strategies, which are as follows:

Competitive base

Customer base

Product base

Pricing is an important factor in the marketing process for any company. The

pricing policy of the company should be in such a way that it should produce a

reasonable profit, for the company and satisfy the customer while calculating the price

of any company. Since two factors are very important:

Fixed cost

Variable cost

38

Fixed cost

It is the cost that remains always same whether is produced large quantity or

low quantity. So companies always try to use their full capacity of production because

with increase in production the fixed cost will be decreased.

Following are important factors of fixed cost:

Overhead cost

Salaries of staff

Variable cost

It is the cost where per unit variable cost rises as the quantity decrease,

following are included in the variable cost:

Cost of raw material

Transportation

Price fixing strategies

Tri-Pack sells directly to their customer at their doorstep, and then price

components are as follows:

Fixed cost + variable cost + desired profit = price of the product

The profit margin depends upon the condition of the market. If market will be new,

the price will be also new to attract the customers and compete with existing

competitions.

The pricing policies of Tri-Pack vary from product to product and also vary

from local and international market. Sometimes price also vary from customer to

customer. Over all Tri-Pack has flexible price for his entire customer to capture

maximum market shares.

39

Distribution strategy

Distribution

Distribution is very important activity of marketing with out distribution there

is no concept pf product and producer.

Market channels are the set of the interdependent organization involved in the

process of marketing a product or services available for the use or consumption. Here

strategies involved the management of the channels by which ownership of the

product is transferred from producer to customer and in many cases the system by

which the goods are moved from producer and purchased directly by final customers.

Distribution strategy

As Tri-Pack is producing an industrial product and having a name of market

leader in the market of BOPP films. Even before a product id ready for market, the

management of the company determine which methods and route will be used to get

it, there at customer end. This requires establishing strategies for the product’s

distribution channels and physical distribution. Managing a distribution channel often

begins with a producer.

Tri-Pack having their own direct distribution system. Company is responsible

to deliver the product to doorstep of the customer. Company has their own transport

through trucking. Company has their own go down based in Karachi for local and

export purpose. If customer found any defective material, company’s sales executive

lifts that material and credit note to the customer, no middle man involved in all of

this process. Company has their own distribution setup for export in SriLanka.

40

Promotional strategy

Promotion as an element the organization marketing mix that serves to inform,

persuade, and remind the market of a product and or the organization selling it in hope

of influencing in the recipients feeding, beliefs or behavior.

Method of promotion

Following are major methods of promotion:

a. Personal selling

b. Advertising

c. Sales promotion

d. Public relation

e. Publicity

Promotional strategy in Tri-Pack

BOPP film is an industrial product; Tri-Pack is using push strategy for local and

international customers.

Company has their own published brochures for all of their products, which

helps customer to get the complete awareness and properties of the product.

Tri-Pack also has their own web site open for all customers and other

concerned ,where all of the in formation are present relevant to company and

product too.

Sales executives also keep in contact with all of the customers of his area and

give presentation about each product during his weekly/monthly visits, and

also facilitate customers via E-mail, telex and fax which is very helpful for

resolving the problem at customer end.

41

Tri-Pack also participating in plastic relevant seminar in Pakistan and

international market. In 2003 plant manager and research and product

development manger visit a seminar of plastic films in SiriLanka and

Malaysia, where they gave the presentation about their BOPP films.

Company have arranged for the advertising of his product in the business and

chamber of commerce magazines.

Tri-Pack has also participated in different industrial exhibitions of Pakistan

and represents himself through stalls.

Every person of marketing have very good relationship with their customers,

this PR resulting enhancing the market share of company.

42

CRITICAL ANALYSIS OF THEORETICAL CONCEPTS

Tri-Pack exists in the market of Packaging as market leader in Pakistan. It is

formal organization driven by letters & memos, every thing is in the published form,

and working environment is very excellent.

Company has a marketing plan on annual basis and breakdown into quarterly

and monthly targets. Employees are working in friendly environment within the teams

All of the theoretical concepts cannot implement in any organization, Tri-Pack is

marketing oriented organization and having very excellent setup of their business.

Tri-Pack is using direct marketing techniques to capture maximum market

share from both local and international market.

Some products cannot produce according to requirements of customers

demand. Therefore many complaints are received from customer side, company try to

solve all types of problems faced by their loyal customer. Even company has money

back guarantee of the product to their customer.

Tri-Pack is trying their best to maintain their internal and external

environment for maintaining its market share and maintaining its leadership in the

market.

43

THE ENVIRONMENT DEFINES THE PRODUCT

HISTORY

TECHNOLOGY

MARKET DYNAMICS

PRESENT POSITION

SOCIAL TRENDS

ECONOMIC TRENDS

COMPETITION

PRODUCT

44

Promotion of the product

Company has their polices to promote their products in local and international

market.

The management has a bird eye view on all environments, which affects the

products.

They are exploring their market as a dynamic roll in flexible packaging.

They are promoting technology as compare to previous years and competition

point of view with the strong position in the market.

Company is changing its polices as per economic situation of the market and

social trends.

Overall company’s business going well as a market leader, but company should

have to use maximum promotional tools for the advertising of the products in the

local and international market. Such tools are not sufficient to compete the

requirements of the market.

45

SUCCESS AND FAILURE OF DIFFERENT PRODUCTS Ideas and opportunities have always been plentiful and there is no reason to

believe that the imagination of mankind has been exhausted. We must understand that

marketing is a learning experience. We have to apply quickly the lessons we have

learned. Education is not simply valuable unless it is applied. Product success is the

result of an effective dialogue with the market place. Failure comes when a

breakdown occurs in that communication process.

Why products succeed

Product don’t suddenly appear in on midst and overwhelm us. Most successful

technology based new products have certain characteristics.

a) They appeal to new market an expansion of existing markets so that

thousand of new and potential customers for the products are created.

b) They are not inventions, in the true sense, but assemblages of

interrelated technologies. Their creator takes advantages of existing

technology, achieving leverage by combining what they find in the

world around them into a unique package. Product innovators are

students of market and the technology. Successful products are created

by the addition of a new dimension to existing products and markets.

c) They are adjusted to market requirements. Technology products must

be molded to the markets. They must be adopted, enhanced, and

incrementally improved success comes to those who keep improving

and adopting their products.

46

d) They are developed by small teams. A sense of purpose and mission

can be better generated in small community.

e) Key customers often play a central role in their design and incremental

improvement. As we move into the future of custom designed

products, the customer will be integrated in some way in the design

process.

f) They are used in seminars, workshops and demonstrations and are

discussed in newsletters and at conferences, to educate and develop the

market.

Other things such as good luck, good management and competitor error also help

make these products successful, but continued investment in R&D is the best way to

insure products success in the market place.

Why products failed Failure is on the flip side of the coin from success. More often then not, failure

is the result of poor management and inability to efficiently implement product

development. I have observed a number of company and product failures over the

years and in poring through notes. I have noticed that they seem to have several things

in common.

a) The products do not create or expend the market. Generally the product has

undergone an incremental technical improvement with little or no

cost/performance benefit. It ends up competing with existing successful products.

b) The people who developed the first product have moved on or are no longer in a

position to judge the technology and market share.

47

c) Due to success of initiate product, arrogance sets in. Success blinds management to

the possibility of failure. They convince themselves that the market will embrace

whatever they create.

d) The company loses track of the market guiding influence. In which customer

interact with the product development team.

e) Promotional marketing techniques replace relationship marketing and market

development.

Marketing should be the guiding influence for companies so that they can adopt,

change, and quickly respond to the needs of the customers and the market.

Failure product of Tri- Pack

Overall Tri Pack is producing quality products and most of the products are

successful in the market. Twist wrap is the only product, which was failed in the

market. This product did not meet the requirement of customers, so company stopped

the production of twist wrap.

Reasons of failure Twist wrap is basically a product of polyethylene; Tri -pack produces this

product in trial mode and gets the required results. When the product was launched in

the market a lot of complaints received from market that the twist of film

automatically opens after 36 hours.

So, the product could not meet the customer requirements, company decided

to stop the production of twist wrap in future.

48

Successful products of Tri-Pack

All products, which are existing in the market, are successful, but in last six

months the research product and development personnel suggest about the trial of

following products.

ULTRA LIGHT SOAP WRAP.

SHRINK-WRAP

STRIP METALLIZATION

WHITE FILM

All of the above products succeeded in the market and fulfill all the

requirements of customers.

Reason of success

All of the above products are matching with the requirements of customer and

found no defect at customer end. PTC (Pakistan Tobacco Company) especially

appreciates on such a successful product for their packaging (shrink-wrap). White

film is also good replacement of (CPP) cost polypropylene film.

49

Major Competitors of the Organization

Tri-Pack is market leader in flexible packaging (BOPP film). Most of the

competitors of Tri-Pack are imported film manufacturer, but following are local

manufacturer are also competitors of company.

Mack Pack films Ltd. Karachi.

Astro Pack Ltd Hub (Baluchastan)

Adam Poly Craft Ltd Karachi

Master Plastic films Ltd. Gujranwala

Here are some major imported film manufacturer competitors of Tri Pack:

Dubai Poly Film Dubai

Al-Washal Plastic Sharjah

Thai Films Thailand

Khaleej Industries

China Poly films

50

Major customers using BOPP of Tri-Pack

Tri-Pack has distributed the market in three regions. Following are major

customers of Tri Pack using BOPP for flexible Packaging of their products.

ISLAMABAD REGION

Pakistan Tobacco Company (PTC)

Pine Match (Pvt) Ltd.

Shaheen Plastic Ltd.

Silver Lake Foods Ltd.

LAHORE REGION

Packages Ltd.

Tetra Pack Ltd

Ever Green Trading

Maqsood Faisal Printers

Royal Packages

KARACHI REGION

B.P Industries (Pvt) Ltd.

Metatex (Pvt) Ltd.

Lakson Tobacco Company (LTC)

English biscuits Manufacturing (EBM)

51

Future prospects of the organization

To meet the customer requirements and capture market share, Tri-Pack goes

on expansion program to enhance its production capacity, by installation of their

BOPP films manufacturing line with annual capacity of 16,000 ton’s at Port Qasim

industrial estate Karachi is in progress. Letters of credits for major plants and

machinery has been established. Construction of civil work is already in full swing

and erection is in completion stage, the production will start in December 2004.

The estimated project cost is Rs. 1.4 billion which shall be finance through

a long term loan of Rs. 1.0 billion locally and remaining amount through company’s

own internal cash resources with the commissioning of third line, BOPP film will be

freely available locally which would help our country to save foreign exchange

presently used for import of BOPP films.

Company shall endeavor to retain and enhance their market share and explore

new and safer business opportunities. Efforts will also be made to further improve

profitability by focusing on new products, exercising cost controls and maintaining

efficiency. Company has a plan after successfully completion of BOPP third line, to

maintain their own printing unit in Karachi. Printing of BOPP will enhance the

customer satisfactions and increase the market share in BOPP industry.

Tri-Pack has also long term planning capturing international market. Company

will shift BOPP Line – I to Sri Lanka in 2005 and will shift BOPP Line – II to

Morocco in 2006.

52

SHORT-FALLS / WEAKNESSES OF THE MARKETING DEPARTMENT Tri-Pack is a name of market leader in BOPP films but marketing department

has some weaknesses also, which required promoting stability as market leader.

I have observed following points during my internship:

No training of the latest facilities of business communication, like E-

Commerce.

Less Promotional activities

Centralized control and decision making

Marketing department is not so strong likewise bureaucratic style

Shortage of marketing staff.

Marketing department follows reactive strategies instead of proactive

strategies.

Marketing department is not analyzing the customer’s strength and

weaknesses, due to which sales are not increasing up to mark.

Alternative products are available in the market and company’s marketing

department is not correctly analyzing the competitors, which are trading these

products.

Less product information and less customer satisfaction.

53

Critical analysis of the management patterns

Following week areas, which need to be improved of marketing operations of

Tri-Pack films Limited.

Close customer relationship.

Try to increase regional offices in different areas of Pakistan currently only

three regional offices (Lahore, Karachi and Islamabad) are in operation.

Marketing department could not capture export market they are only

exporting to SriLanka and UAE.

Marketing personnel’s are not fully involving in new product development

with company's production department.

Visit to new market for awareness of BOPP and flexible packaging in local

and international market.

Developing new ideas.

Improve their professional skills

Having a bird’s eye of customer requirements.

Tri-Pack has developed four new products this year, but marketing department

could not fully introduce these products to the customers.

Marketing department is not fully satisfying the customers with regarding

customer complaints.

Training and development required for marketing personnel’s for improving

their professional and selling skills.

Marketing personnel’s should participate in different exhibition and visiting

different countries for improving the market share.

54

CONCLUSION & RECOMMENDATIONS FOR IMPROVEMENT Conclusions

During my internship, I have pointed out following conclusions:

Best environment of marketing department.

Strong marketing policies.

Imported machinery.

Qualified and motivated staff.

Strong market leader

Awareness of products

Customer satisfaction procedure is very good.

High financial resources.

More customers in International market.

Fully computerized system of production.

RD&C department is working tirelessly.

Every department is working with the standards of ISO 9001 and ISO 14001.

Research product and development procedure is very good.

Marketing strategies are always made to keep in mind the current market

situation and competitor’s analysis.

Marketing personnel continuous visit to existing customer for getting new

orders.

55

Recommendations

On the basis of my studies and analysis, following areas are recommended to improve

the results of the organization.

The company should arrange the proper training program relevant to technical

knowledge of product; this would improve the efficiency of marketing

department.

Hired only those employees having technical or science background

qualification with MBA.

Meeting should be arranged with production manager for discussion about

complaints on monthly basis

The company should focus the attention to customer services and proper

complaint handling to improve the company image in the market.

The company should arrange the visit of marketing manager, Regional

manager for the covering, and studding of international market.

Motive to customers to visit factory for better knowledge of the product.

The company is going for expansion; therefore company should increase the

staff of marketing department for better results.

Decision making power should be decentralized in each region.

The company should improve the communication process among the different

departments for getting better results.

Appreciation and monetary regard is necessary on better performance of sales

executives.

56

Marketing personnel’s should visit to factory premises for getting product

information, so that they are fully aware the products and its specifications.

57

REFERENCES AND SOURCES USED

For completing this project I have taken help from following books as

references.

a. Annual Report Tri Pack

b. Tri news Tri Pack

c. Different books, magazines Syed Maratab Ali Training and.

Development centre of Tri- Pack

d. Marketing Ettzel, Walker and Stanton

e. Marketing Management Philip Kotler

f. E-Marketing Judy Strauss

g. Business Studies David Needham, Rober ransfield

h. Relationship Marketing Regis McKenna

As a source for better material of my report, I have taken help from marketing

personnel’s and also from web site of Tri Pack films Ltd.

58

ABBREVIATIONS USED

TPF Tri-Pack films Ltd.

BOPP Biaxial oriented Poly Propylene films

BOD Board of Directors

MD Managing Director

MM Marketing Manager

FM Finance Manager

HRD Human Resources Development

AM Area Manager

RM Regional Manager

Mgr Manager

SE Sales Executive

FP Flexible Packaging

RD&C Research development&control

R&PD Research and product development

PIMS Pakistan institute of management

Sciences

C&I Control and instrumentation

..Annexes I..

59

7500

2260

8400

3598

9720

4889

10870

5456

12200

5967

13600

8058

15500

10700

19000

12000

02000400060008000100001200014000160001800020000

Ton

nes

1996 1997 1998 1999 2000 2001 2002 2003

Total Tri Pack

MARKET SHARES

..Annexes II..

60

17501540

160314

455586

665840

1215

0200400600800

100012001400160018002000

1995 1996 1997 1998 1999 2000 2001 2002 2003

Sales in million Rs

SSAALLEESS GGRROOWWTTHH ((MMIILLLLIIOONN RRSS))

..Annexes III..

61

FFIINNAANNCCIIAALL TTRREENNDDSS

..Annexes IV..

62

EEAARRNNIINNGG PPEERR SSHHAARREE

DDIIVVIIDDEENNDDEESS

..Annexes V..

63

MMAARRKKEETT VVAALLUUEE PPEERR SSHHAARREE VVSS

BBRREEAAKK--UUPP VVAALLUUEE PPEERR SSHHAARREE

..Annexes VI..

64

Regards, Muhammad Akhtar Tahir akhtar442@yahoo.com akhtar.tahir@waridtel.com +92-321-4003031 +92-44-2880715

RREEVVEENNUUEE UUTTIILLIIZZAATTIIOONN

..Annexes VII..