ROSE PETAL

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Transcript of ROSE PETAL

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FINAL PROJECT REPORTROSE PETAL

SUBMITTED TO: Ms Raheela Rauf

SUBMITTED BY: Seekers

Group Members

Muhammad Ali SiddiqMuhammad Ayaz Ashraf

Muhammad Mudassar HusainMuhammad Rizwan Sulaiman

Muhammad Murtaza Ejaz Khan

MBA 1st (Morning) Dated: April 27, 2010

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April 27, 2010

Ms. RaheelaNational University of Modern LanguagesAwana-e-Iqbal, Lahore

Subject: LETTER OF TRANSMITTAL

Dear Ms

We are submitting the report related to the marketing activities performed by Packages Limited due on April 27, 2010.

This report includes the company introduction, different market offerings, Rose Petal a unique product, market segmentation, target market, the marketing tools used by the company, market orientation and BCG approach applied on Rose Petal.

We have followed all the directions received but as a human being negligence’s happen from every person so please approve our little struggle in that competitive environment.

Sincerely

Seekers

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ACKNOWLEDGEMENT

This report includes the different marketing practices performed by Packages Limited for the promotion of Rose Petal tissue. This report is the result of the efforts made by the members of our group.

We are greatly thankful to the Marketing Manager of Packages Limited Athar R. Butt who helped us in preparing this project by giving the maximum possible information about Rose Petal and Packages Ltd.

We are also thankful to the Muhammad Arif a respected employee of Packages Limited who make possible for us to visit different departments of Packages Limited which helped to boost up our knowledge level regarding Packages Limited.

We especially thank to our respected teacher Ms. Raheela who gave us the true knowledge of Marketing and enabled us to understand the complex topics and their application in practical life.

THANKS TO ALL

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EXECUTIVE SUMMARY

Package limited was established in 1956 by the result of joint venture between the Ali Group of Pakistan and Akerlund & Rausing of Sweden which was the leading paper converter in Europe. Packages Limited started operating in May 1957 with a paid up capital of Rs. 4.94 million as a joint venture between the Ali group and Akerlund & Rausing of Sweden.Since 1982 the Packages Limited has a joint venture in Tetra Pak Pakistan Limited with Tetra Pak International to manufacture paper for liquid food packaging and to sell Tetra Pak packaging equipment.Packages Limited provides a long range of product lines for the consumers as well as to the industrialists. Packages Limited is the only company which provides a long range of packaging problem’s solution.

Want for a Hygienic Product was raised for cleanliness which can be used and disposed a after one use. Packages Limited gave the solution of that problem in form of Rose Petal tissue. Rose Petal is such a unique product which is offered by the Packages Limited in different brands in order to satisfy the needs of various consumers. The manufacturing of Rose Petal was started in 1982 fulfilling the needs of consumer hygienic problems, which instantly get the great reputation among the consumers.

The market segmentation of Rose Petal is based upon different methodologies.

Geographic Segmentation Demographic Factors Psychographic Factors

Packages Ltd is a dynamic type of organization which always tries to adopt new strategies in their Consumer Products Division (CPD) to capture its non-frequent tissue users (consumers) and to serve its frequent tissue users (customers).The target market of Rose Petal consists on every age of consumer. They targeted children, adult, youth and veterans by providing a long range of tissues.

To give values to the target customers Package Limited uses marketing tools.Packages Limited to its consumer market provides qualitative worth full and low price tissues in form of Rose Petal to promote profitable customer relationship.Packages Limited has a vast distribution channel (Wholesaler Channel, Retailers Channel, and Territory Officers) by which the Rose Petal is delivered to its actual consumers.For the promotion of Rose Petal Packages Limited perform different activities as well as make the promotion through different campaigns. Rose Petal is using functional

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promotion campaign as they are relying on functional positioning statement. Packages Limited has started the advertising campaign by saying “Rose Petal Na Hota to Phir Kaya Hota”.

The Rose Petal is purely based on marketing concept. The introduction of Rose Petal was derived form the need of such material which can be used for cleanliness purposes. Packages Limited detects the needs of the people through a survey and introduced a solution.However Rose Petal is following three concepts:

The Product Concept The Selling Concept The Societal Marketing Concept

Rose Petal is famous among the customers due to its quality as well as favorable price.Rose Petal is going to hold the 80% market share of tissue in Pakistan. Packages Limited of his consumer product of Rose Petal Tissue lies in the star position due to his greater market share as well as its growth rate also shows positive fluctuations

Packages Limited is committed to protect the environment because they realized that we are living in that world which has limited resources so that is why we make every effort to make sustainable development a reality.Packages Limited deals with different Micro and Macro environmental elements with great efficiency.

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TABLE OF CONTENTS

Executive Summary ---------------------------------------------05

Ch1 1INTRODUCTION& SUMMARY 09

Packages Ltd Introduction------------------------------------- 09

Organization Culture ------------------------------------- 10 The Bullah Shah Paper Mill ---------------------------------11

Industry Covered --------------------------------------------- 12

Division of Packages Ltd ---------------------------------- 13 Corporate Structure -------------------------------------------

13

2 ROSE PETAL 14

Want For a Hygienic Product ------------------------------------- 14Introduction of Rose Petal --------------------------------------14Brand Target Group -------------------------------------

15

3 MISSION VISION AND OBJECTIVE 16

Mission Statement -----------------------------------------------16Vision Statement ----------------------------------------------- 16

4 MARKETING STRATEGY 17

Market Segmentation -------------------------------------------17

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Market Targeted ----------------------------------------------------18

5 MARKETING MIX 19

Product ----------------------------------------------------------------19

Price --------------------------------------------------------------------19

Factors Affecting the Price ------------------------------------20Internal Factors --------------------------------------------------- 20External Factors --------------------------------------------------- 21Distribution channel --------------------------------------------- 22Business Marketing Channel-------------------------------------- 22Consumer Marketing Channel------------------------------------ 22Channels for Consumer Products--------------------------------- 23Rose Petal Promotion Strategy ----------------------------------- 23

6 MARKET ORIENTATION 24

The Product Concept----------------------------------------------- 24The Marketing Concept-------------------------------------------- 24The Societal Marketing Concept--------------------------------- 25

7 BCG ANALYSIS 26

Star ------------------------------------------------------------------ 26

8 CUSTOMER RELATION MANAGEMENT 27

8

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Consumer Perceived Value--------------------------------------27

Product Actual Value--------------------------------------------- 27

9 MARKET ENVIRONMENT 28

Marketing Environment------------------------------------------ 28

Micro Environment----------------------------------------------- 29

Macro Environment----------------------------------------------- 31

CONCLUSION

Packages Limited Introduction

Package limited was established in 1956 by the result of joint venture between the Ali Group of Pakistan and Akerlund & Rausing of Sweden which was the leading paper

converter in Europe. Packages Limited started operating in May 1957

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with a paid up capital of Rs. 4.94 million as a joint venture between the Ali group and Akerlund & Rausing of Sweden.At first the Swedish experts came to Pakistan for the initial workings of the company.The purpose of establishing the Packages Limited was only to fulfill the packaging requirements of the Pakistan industry for that at the initial the Ali group of Pakistan went to the Sweden for the purchasing of packaging paper where they get the idea to install a paper production plant in Pakistan. For the accomplishment of that idea Ali group invests their capital while their partners provide the techniques, machinery, and also training to the Pakistanis.At the initial stages the company started its business operations in Lahore with the production of packaging cartons for different industries.Packages Limited is working in different cities of the Pakistan.

Lahore Karachi Islamabad

Since 1982 the Packages Limited has a joint venture in Tetra Pak Pakistan Limited with Tetra Pak International to manufacture paper for liquid food packaging and to sell Tetra Pak packaging equipment.Packages Limited provides a long range of product lines for the consumers as well as to the industrialists. Packages Limited is the only company which provides a long range of packaging problem’s solution.A package limited is listed on all the stock exchange in Pakistan, Packages Limited has maintained a long-time credit rating of AA.Packages Limited has made different joint ventures and business alliances with some of the world's biggest names which reflect their forward-looking strategy of continuously improving customer value through improvements in productivity.Packages Limited also having a main competitive edge over its competitors which is not only providing the superior values to its customers but also to its workers by considering the importance of the real strength of Man Power.

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Packages Limited has a very strong realization that sending its professionals to international trade fairs and exhibitions to get an update of new technology, processes and materials in packaging industry.Packages Limited is the market leader in the production of sophisticated and higher packaging products.

Organization’s Culture

Here are some key elements of Packages culture:

Openness and speech freedom. Fostering innovation. Promoting individual growth. Rewarding initiative and performance. Technological advancement Updating learning and skills Teamwork Mannerism and punctuality.

The Bulleh Shah Paper Mill- Another Milestone

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Recently the Packages Limited was planed to expand its business operations through establishing a new paper manufacturing plant by the name of “The Bulleh Shah Project” which is located in Kasur 50km away from the present location of Packages Limited in Lahore covering the 300 acre area. This project was aimed the following purposes:

Establishing a new pulp and paper plant in Kasur Relocating the existing pulp and paper production facilities from Lahore to the

new Plant Allowing the company to increase the production of higher margin printing and

writing paper products Enhancement of converting lines and tissues lines in the existing plant

With the new and relocated facilities, the company’s production capacity will increased from 100,000 metric tones per years to 300,000 metric tones per years. The estimated cost of the expansion/relocation project was approximately $250 million, in which the equity contribution was approximately $75 million in the form of $50 million through right shares issued in 2005 and internal cash generation $25 million.

Industries Covered

Packages Limited is playing a vital role in the development and research of Packaging Industry and has successful in bringing new innovations in that industry. Packages Limited was the first company which used wheat straw as a raw material in paper and board manufacture.The Packages Limited is involved in the business operations in the main industries of Pakistan.

Soap Industry

Shoe Industry

Tissue Industry

Tea Industry

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Tobacco Industry

Food Industry

Sweets & Confectioneries

Since 1957, Packages has been producing inks for its own consumption. In 1993, the Company agreed to form a joint venture with equity participation from Coates Lorilleux, world’s second largest printing ink manufacturer to produce inks for Packages Limited and the general market.

Also in 1993, a joint venture agreement was signed with “Mitsubishi Corporation of Japan” for the manufacture of polypropylene films at the industrial estate in Hattar, NWFP. The name of this project was Tri-Pack Films Limited,

In 1995, an agreement was signed with UHDE of Germany to setup a plant for the manufacture of Hydrogen Peroxide (H2O2), an environmentally friendly bleaching chemical, with an annual capacity of 12500 tones, near Lahore, Punjab.

In 1996, a joint venture agreement was signed with Print care (Ceylon) Limited for the production of flexible packaging in Sri Lanka.

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Divisions of Packages Limited

Packages limited provide superior packaging facilities to the main industries in Pakistan. Packages Limited is the only company offering a wide range of packaging to its customers. Packages Limited not only provides the packaging solutions but also provides the printed cartons, shipping containers and flexible packaging materials to individuals

and businesses world- wide.

There are three divisions of Packages limited

Corporate Structure

The Paper and Board Division manufactures paper and board by using the raw material as wood, pulp and other forms of raw material.

The Packaging Division in which they convert the paper into the finished form according to the customers wants. Under the packaging division they are involved in carton business, they also engaged in corruwal business unit as well as having a flexible business unit in order to fulfill the flexible packaging needs of the customers.

The Consumer Products Division, which manufactures off-the-shelf branded consumer products.

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Want For a Hygienic Product

There were cleanliness and unhygienic issues raised in the country by which people were suffering with different diseases and this was causing a high alarming situation in form of high rate of infected persons. People were not holding any material which could be disposed off after one use. The Handkerchiefs were not useable after two or three times by which it was not possible to make a regular use of handkerchiefs. Packages Limited gave the solution in form of Rose Petal tissues to its customers at low prices which can be disposed off after one use.

Introduction of Rose Petal

In the field of consumer products, Packages Limited is also enjoying a great name in which one of the consumer products is “Rose Petal” Tissues; with that name Packages Limited win the title of first company who makes the introduction of tissue in paper industry in Pakistan by which the Packages Limited introduced so many brands of tissues. The manufacturing of Rose Petal was started in 1982 fulfilling the needs of consumer hygienic problems, which instantly get the great reputation among the consumers. In February 2005, Rose Petal launched a well conceived ad campaign, “Rose Petal Na Hota to Kaya Hota?” This campaign has an emotional and rational appeal which was plasticized on different TV channels and print publications.Rose Petal is offering in different brands by the Packages Limited, which are

Rose Petal Rumaal Rose Petal Vanity Rose Petal Perfumed Facial Carton Revitalized Rose Petal Itar Rose Petal Party Pack-White Rose Petal Hi-jeen Paper Towels Rose Petal Rumaal Revitalized

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BRAND TARGET GROUP

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Mission Statement of Packages Limited

TO BE….

... a market leader by providing quality products and superior service to our customers, while learning from their feedback to set even higher standards for our products.

... a company that continuously enhances its superior technological competence to provide innovative solutions to cater to customer needs.

... a company that attracts and retains outstanding people by creating a culture that fosters openness and innovation, promotes individual growth, and rewards initiative and performance.

... a company which combines its people, technology, management systems, and market opportunities to achieve profitable growth while providing fair returns to its shareholders.

... a company that endeavors to set the highest standards in corporate ethics in serving the society.

Vision and Objectives

Position our self to be a regional player of quality packaging, paper & paperboard & consumer products. To improve on contemporary measures including cost, quality, service, speed of delivery and mobilization and keep investing in technology, system and human resources to effectively meet the challenges every new dawn brings. Develop relationship with all of our stakeholders based on sustainable cooperation, updating ethical values, which the shareholders, management and employees represent and continuously strive far.

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Market Segmentation

Packages Limited consists of buyers, and buyers differ in one or more ways. Its customers may differ in their wants, resources, locations, buying attitudes & buying practices. So in order to meet the all wants of its customers, Packages Limited may divide large heterogeneous markets into smaller segments

Geographic Segmentation

In Geographic segmentation Packages Limited may find its customers all over the country. But exclusively it is targeting the following sectors:Country: Pakistan.Province: Punjab, Sindh, N.W.F.P.Density: Urban, Suburban

Demographic Factors

Demographic factors are very important for Packages Limited and it targets consumers having the following characteristics:Age: 10 years and above. Gender: Male and female.Income: Rs.5000 and above

Psychographic Factors

Packages Limited is very much concerned about the psychographic factors of consumers. It considers the following:Social class: Middle class & then they stretch Up and down.Lifestyle: Achievers and strivers.Personality: Quality conscious, health Conscious and hygiene Conscious people

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Target Market

While evaluating different market segments, a firm must look at three factors: segment size and growth, segment structural, attractiveness and company objectives and resources. Packages Limited is a dynamic type of organization which always tries to adopt new strategies in their Consumer Products Division (CPD) to capture its non-frequent tissue users (consumers) and to serve its frequent tissue users (customers). Rose Petal was launched at the right time where no company initiated in taking a step towards this product. Company designed a new product i.e. tissues & named it Rose Petal. Packages Limited is doing un-differentiated marketing for its Rose Petal tissues because the company is focusing all types of classes and is trying to target the whole country.The CPD of Packages limited deals with the consumers products. It is producing a wide variety of consumers products like tissues, paper cups, toiletries etc. tissues paper at Packages limited is manufactured at paper & board mill in reel form. In the production hall, tissues reels are cut individual tissues and then packed. The “ROSE PETAL” line of products includes facial tissues, toilet rolls, kitchen rolls, paper napkins, paper cups & plates. Apart from rose petal, a package limited is producing tissues for various companies like a utility storing etc. the other brands in tissues is “tulip tissues”. Lately, they have started selling imported tissues under the brand name of cottenelle”, the raw material that is tissues paper is imported from Scotland. What they do is cutting, packing & selling. This division performs the activity of selling products to the ultimate consumer. The division has established three sale offices in Karachi, Lahore & Rawalpindi. Now from April 1994; they started a new sale office in Multan. In 1981 company entered consumer products. In beginning, it was decided that the industrial sales division will also look after the affairs of consumer products. in 1985,the distribution function of the consumer products were handed over to TETRA PAK but in 1986, Packages limited established a new division with the name of “consumer product division”, this division is to totally separated from industrial products division and follows its own policies. It makes its sale plan freely.

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Marketing Mix

The term "Marketing Mix" is used to describe how businesses promote their products and services or how customers learn about a business's products and services. Marketing Mix is a combination of marketing tools that are used to satisfy customers and company objectives. Consumers often call the marketing mix "the offering."

Product Price Place (Distribution) Promotion

Product

Rose petal tissue is a consumer product and is based on the quality oriented strategy where the company is heading towards improvement and awareness of the importance of using tissue papers. It is promoting its product with the help of wide range of distributors and many advertisement campaigns. Under consumer product it lies in the category of convenience product. Rose Petal is a fast moving good and a disposable product. People buy it frequently with low involvement in the buying process because the consumer behavior for these tissues is variety seeking.

PRICING STRATEGY

The strategy for setting a product’s price is often changed when the product is part of a product mix. In this case, the firm looks for asset of price that maximizes the profits on the total product mix. Price is difficult because the various products have related demand and costs and face different degrees of competition.In the current era companies are playing with the price. Price is the only factor in marketing mix which can generate revenue while the other three factors represent cost. So this is very necessary to make effective pricing strategies to compete in the market in long run.Rose Petal is a special designed product under the head of consumer products division of Packages Limited the prices of Rose Petal have been set after a through study of the market. Packages Limited has the option that it could reduce the price of its regular pack so that everyone could purchase it but the company knows that once the prices are lower then it is almost impossible to raise them again. For this purpose Packages Limited provided various ranges of tissues under Rose Petal with different prices i.e. from Rs.5 to Rs.500 and every range has its own target market.

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FACTORS AFFECTING WHILE SETTING ROSE PETAL’S PRICE

INTERNAL FACTORS

Marketing Mix Strategy

Customer satisfaction depends on product’s price performance relative to buyer’s expectation. If product’s prices increase short expectation, the customer dissatisfied. If the price match’s with the expectations, then consumer is satisfied. If price of a product decreases to his expectations, the customer is highly satisfied or delighted.Price is an important tool in marketing mix that the company uses to achieve its marketing goal. Price decisions must be coordinated with the other 3 Ps. In Target Costing first they start with the idea of setting the price then they get the actual cost and after that they ensure what price should be settled.

Marketing Objectives

According to the brand manager of Rose Petal the market share of Rose petal has reached its current maximum profit position. They are the pioneers and the market leaders in the tissue market with providing quality product. They set prices to keep the loyalty and support of consumer and to avoid government interventions.

TYPES OF COST

TOTAL COST= FIXED + VARIABLE COST COST

EXTERNAL FACTORS

Packages Limited is enjoying monopoly for last 24 years so this is another reason for charging higher prices as compared to secondary competitors.

Economic Factors

When setting prices, the company also considered a number of other factors in its external environment. Economic conditions can have strong impact on the firm’s pricing strategies. Economic factor such as boom or recession, deflation and depression affects the pricing decisions because they affect both consumer perception for the product’s price and value and the cost of producing a product.

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Increase in Taxes

If the Government increases the tax rates for short run, then that change highly affects the price of Rose Petal tissue.

DISTRIBUTION STRATEGY

The network made by the Packages Limited consists upon its suppliers, distributors and ultimate consumers which make the distribution setup. The proper distribution channel of products of a company is important for its existence. In case of Rose Petal, the distribution is very important because of its aggressive demand in the market. This is the reason why Rose Petal is available in huge stores as well as small retail stores.

Distribution Channel

Rose petal has made the best distribution channel so that the product could reach to all of the consumers. Below the Rose petal has mention about the type of customer with whom the company deals by using two channels.

Business Marketing Channel Consumer Marketing Channel

Business Marketing Channel

For the business Clients, Rose Petal is using direct marketing channel where the company is directly dealing with the client. Due to this they take direct order from them and design tissues according to the will of the client.

Consumer Marketing Channel

For the consumer marketing, the company is using indirect marketing channel where it has added intermediary parties like wholesaler, retailer so that the product can reach all parts of the market efficiently. Many producer and wholesalers like to develop exclusive channel for their products. When the seller allows only certain outlets to carry its products, this strategy called exclusive distribution.

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Channels for Consumer Products

Wholesaler Channel

Rose petal has a huge wholesale set up. They have approximately more than 300 wholesalers and are from big city to a small town in Pakistan. Rose Petal gives immense importance to this so that’s why their distribution channel is spread like roots of a tree.

Retailers Channel

Mostly retailers buy the product from wholesalers and some retailers directly buy from company and then the consumer buys from them.

Territory Officers

Rose petal has territory officers which controls the distribution set ups effectively. Every region has its own territory officer.

Levels of Distribution Intensity

Intensive

Intensive distribution means distributing a product to as many retail outlets as possible. Rose Petal distribution is very intensive. As it is consumer convenience product so customers’ convenience comes first and the company’s aim is to provide the good at the door step of the consumers.

ROSE PETAL PROMOTION STRATEGY

The specific blend of advertising, sales promotion, public relation, personal selling, and direct-marketing tools that the Packages Limited uses to persuasively communicate customer value and build customer relationship.Promotion is an ongoing process that requires much planning. A strategy is simply a careful plan. The effectiveness of strategy depends on more than how much money has been put into it. Effectiveness results from the thoroughness of planning and the consistency with which activities have been carry out. Sales Promotion

Rose petal is convincing as new consumer believes that Rose Petal is the best brand in the market. Short-term incentive to encourage the purchases of product.

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Public Relation

Buyer readiness stage Rose Petal build good relation with the various public by obtaining favorable publicity.

Choosing a Message

Rose Petal is using functional promotion campaign as they are relying on functional positioning statement. Packages Limited has started the advertising campaign by saying “Rose Petal Na Hota to Phir Kaya Hota”.

Media Decision

It is necessary that every company should advertise to promote their product for adopting this strategy. Rose Petal also advertises his product in different channels like Radio, TV, Newspaper and Magazine.

Budget Decision

Rose petal is using most logical budget setting method as it first set its goals to be accomplished and then estimate its cost of performing these tasks.

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MARKETING ORIENTATION

Marketing management of Packages Limited wants to design strategies that will build profitable relationships with target consumers. But what philosophy should guide these marketing strategies? What weight should be given to the interest of customers, the organization, and society? Often, these interest conflict.There are five alternative concepts under which organization design and carry out their marketing strategies:

Production Concept Marketing Concept Societal Marketing Concept

“However Rose Petal is following three concepts”

Production Concept

In Production Concept company makes the product in bulk form because every consumer will easy consume that product at affordable price. Therefore, Rose Petal should focus on improving production and distribution efficiency. This concept is one of the oldest orientations that guide the sellers.

Marketing Concept

Packages Limited in his consumer product of Rose Petal also shows the application of Marketing Concept. Before the introduction of Rose Petal there was a need of such material which can be used for Cleanliness Purposes. Packages Limited detects the needs of the people through a survey and introduced a solution to that problem in form of Rose Petal tissue which can be disposed off after one use. This introduction not only ends here but the Packages Limited launches the different brands of tissues (Tulip & Panda) according to the customers need.

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Rose Petal Rumaal

In the brand name of Rose Petal this product was launched to fulfill the needs of the customers who want to carry the Rose Petal tissue in their pockets in the daily activities. This product provides the convenience of carriage and usage.

Rose Petal Vanity

Vanity is the position for the female consumers requiring instant wiping solution at their dressing table.

Rose Petal Attar

This addition in the wet tissue range of Rose Petal is introduced for consumers who prefer non-alcoholic perfumes.

Rose Petal Party Pack-White

Party Pack-White was successfully launched in November 2008. This was launched against the requirements of the consumers who want good quality as well as low price tissues in different events like wedding, birthdays.

Societal Marketing Concept

The Societal Marketing Concept holds that marketing strategy should deliver value to customers in a way that maintains both the consumers and the society’s well-being. Packages Limited is also following the Societal Marketing concept as the authority of Rose Petal Tissues has installed an environmental plant worth 10 millions for air purification and has run effective earth quake relief campaigns at the disaster of 8th

October, 2005. The product (Rose Petal Tissues) itself is designed for the human long term welfare i.e. good health.

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Boston Consultant Group Analysis of Rose Petal

Position of Rose Petal in the BCG

Packages Limited in its Consumer Product of Rose Petal lies in the Star position.

Star

Packages Limited of his consumer product of Rose Petal Tissue lies in the star position due to his greater market share as well as its growth rate also shows positive fluctuations. Rose Petal is famous among the customers due to its quality as well as favorable price. Rose Petal is going to hold the 80% market share of tissue in Pakistan. The most of the status enjoyed by the Rose Petal is due to holding the position of First introduced Tissue in Pakistan.

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Creating Customer Relation Management

Customer First1+1=11

The consumers of Rose Petal tissue show a positive trust. Packages Limited always tries to capture the intention of the consumers also retaining the old consumers. By the statement “Consumer First” they give first preference to the interest of the consumers that if one consumers will be satisfied it will be converted into a number of consumers 1+1=11. Packages Limited perform different activities for making good relations and retaining the consumers, like A Lucky Draw activity under the theme of “Rose Petal Bhar Dey Ghar Khushion Say” was conducted in February, 2009. A variety of electrical appliances comprising of LCD TVs, Refrigerators, Washing Machines, I Pods, Digital Cameras etc. were presented to the lucky winners.

Consumer Perceived Value

A consumer perceived value shows his perceptions regarding the product that what he can get from that product. The perceptions might be related with the quality price, durability, efficient working.

Product Actual Value

In every period Rose Petal has shown greater strength then the consumers Perceived Value. Packages Limited not only provides the qualitative Rose Petal tissue but also at low price. Consumers shows a high Loyalty level which is in form of 80% market share of Rose Petal. It ranks highest in variety of attributes such as quality, familiarity, consistency, reliability, affordability, accessibility and availability.

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MARKETING ENVIRONMENT

Packages are committed to protect the environment because they realized that we are living in that world which has limited resources so that is why we make every effort to make sustainable development a reality. The numerous projects and plants implemented in and around our site bear sample testimony to our dedication.Some of our objectives are to increase recycling rates, improve effluent and waste management, and reduce water loss. These and other environmental concerns are exemplified in our environmental policy, which every employee is expected to uphold and implement.

ENVIRONMENT HEALTH AND SAFETY POLICY

1. Minimize its environmental impact, as is economically and practically possible.2. Save raw materials including energy and water, avoid waste.3. Ensure that all its present and future activities are conducted safely, without

endangering the health of its employees, its customers and the public. 4. Develop plans and procedures and provide resources to successfully implement

this policy and for dealing effectively with any emergency.5. Provide environmental, health and safety training to all employees and other

relevant persons to enable them to carry out their duties safely without causing harm to themselves, to other individuals and to environment.

6. Ensure that all its activities comply with national environmental, health and safety regulations.

7. This policy shall be reviewed as and when required for betterment of the same.

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MICRO ENVIRONMENT

The Company

Packages Limited is the leading company in the Pakistan who has provided the premium packaging facility to the individuals and business sector in Pakistan. Its consumer product is easier and comfortable of the indoor and outdoor of daily life.

Suppliers

The ingredients for manufacturing Rose Petal tissues are wood, pulp, wheat straw and perfumes. The countries that supply wood pulp to Packages Limited are Sweden and Europe. Wheat straw is acquired from local market i.e. Punjab. France is the supplier of perfumes.

Market Intermediaries

Packages Limited has a very strong selling & distribution setup through the country which it is providing its products in the market. It has its own approximately 300 distributors who distribute its product in the local market all over Pakistan. As Rose Petal is a FMCG so it is easily available at retail stores in different place.

Customers

There are four main types of customers that come under Packages Limited target market. They are direct consumers (Individuals), business customers, government customer and international customer.As far as Rose Petal is concerned it takes all these four as its target customer i.e. The Company deals with ultimate consumers who consumes their product on regular basis and buys them from different shopping outlets. It deals with various business customers and, manufacture tissue papers for them such as food chains like P.C, Avari Hotel, and Pizza Hut & McDonalds. They also deal with Pharmaceutical Companies such as Fazal Din & Sons. The Company deals with government customers like Pakistan International Airlines (PIA). International customers of Packages Limited (Rose Petal tissues) are Sri Lanka, U.A.E and Afghanistan.

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Competitors

Competitors are either direct or indirect. Direct competitors we have further two categories i.e. Primary or secondary. Packages Limited in respect of Rose Petal tissues are the pioneers and the market leaders as they acquire 80-85% of the tissue market share so that’s why they don’t have any primary competitor but China is a threat in the future if it supplies cheaper tissue papers in the market. The secondary competitors of Packages Limited are Flying, Fay, Jasmine, Moveeta and Softex because they only acquire 15-20 % of the market share and are not unto the level of Packages Limited The indirect competitors of Packages Limited are the companies who manufacture towels, handkerchiefs, napkins and other substitutes for cleaning.

Public

A Public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. A package in respect of Rose Petal tissues is one of the leading companies in Pakistan for producing quality tissues. There are many entities that are being affected by the existence of Packages Limited Different types of Publics are discussed as under.

Finance Public

There are different banks and financial institutions that are associated with the dealings of Packages Limited the financial publics of Packages Limited are the Banks as they provide financial support to the company for the payment of salaries to their employees, for receiving of payments from importers & in doing financial dealings with its suppliers.Following are the banks who deal with Packages Limited:

ABN Amro Bank Faysal Bank Limited Habib Bank Limited Muslim Commercial Bank Limited The French & International Bank Standard Chartered Bank PICIC Commercial Bank IGI Investment Bank Limited IGI Insurance Limited

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There are many other banks and financial institutions which have interest with the growth and different activities performed by Packages Limited

Media Public

Today is the world of media has become a very effective tool for the success or failure of any product. A company can make its product popular among consumers by advertising it either through print media or through electronic media. Electronic media comprises of television, radio and internet and print media comprises of newspapers, magazines and brochures. Rose Petal’s advertising campaigns are very huge. This includes regularly developing advertising campaigns which the company designs for recalling of its brand in the market. Packages Limited relies on marketing to create customer interest and is engaged in consistent use of advertising to help meet marketing objectives. The Company advertises its Rose Petal tissues through its media publics i.e. T.V commercials, magazines, billboards, hoardings and radio and is spending huge capital on them. Now the company has chosen a new medium for promotion of its product i.e. cable TV which is very effective and cost reducing.

Government Public

Every company producing FMCGs has to pay the 19.5% of G.S.T (General Sale Tax) to the Government of Pakistan. Government then generates its huge part of revenue from the G.S.T. Packages Limited is the regular and a huge tax payer company in Pakistan.

Internal Public

The employees of Packages Limited are its internal publics. They facilitate them by providing subsidized food, entertainment facilities, bonuses, allowances and handsome salary Packages.

General Public

The residents in the surroundings of Packages Limited are their general publics and as PICIC Commercial bank is inside the company so it is providing banking facility to them e.g. they can submit their Utility bills in the bank.

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MACRO ENVIRONMENT

Demography

Demography is the study of human population in terms of size, age location, gender, race and other statistics. Packages Limited in respect of Rose Petal Tissues is a very dynamic type of company which believes to review the demographic factors of Pakistan. The target market of the Packages Limited (Rose Petal Tissues) is the middle class but they also emphasize on others. It provides different sizes of tissues in different ranges and prices for people belonging to different classes.The Rummal tissue pack is the best example of it, which targeted one segment of the whole population of Pakistan. And for the Rose Petal Pocket is the best for the students and working people who can carry this pack in their pockets.

Economic Environment

The economic environment is the important factors that effect consumer’s purchasing power and spending patterns. The main economic force affecting Rose Petal in its marketing is the problem of income level of individuals. Due to different income levels of Pakistani people, Rose Petal offers different ranges of tissues in different sizes having a price range which is affordable by every individual whether he is a consumer or a business customer. For example Alldays Party Pack and Alldays Premium Tissues are suitable for the middle and lowed income range people.

Technological Environment

A very different and latest technology is used by Rose Petal to enhance its tissue papers. They are using a 10 color machine for the production of its tissues whereas other companies use 6 color machines in tissue making. Although the overall technology of Rose Petal tissues is up to the mark but the company wants to enhance the product and increase its production to meet the aggressive demand of the market so that’s why they are shifting their plant in Kasur.

Cultural Environment

People grow up in the different society so its values and beliefs are different to another. Packages Limited launched Rose Petal tissues in 1982, which is not harmful for society

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because their objectives are to increase recycling rates, improve affluent and waste management and reduce water loss. These societal concerns are exemplified in the

Policies of Packages Limited where every employer is expected to uphold and implement them. The Rose Petal tissues are beneficial for society as they are providing a great solution for hygienic issues.

Political Environment

Political environment consists of laws, govt. agencies and pressure groups. All tissue ranges and their taxes offered by Packages Limited are launched after the prior permission of Govt of Pakistan but the political factors can affect the company in many ways in future. The company might be nationalized as per Government decision and Packages is the 1st company in Pakistan who pay the sale taxes in 1985. New taxes might be imposed and subsidy given can be taken back.

Emphasizes on Consumer Buying Behaviors

Occasions, benefits, user status, user rates, loyalty status, readiness stages & attitude towards product is very important for companies which the company considers as follows:

Benefits

Majority of Pakistani people are poor and they need maximum satisfaction in anything they buy. So Packages Limited provides benefit to such consumers by giving them quantity with quality.

User Status

Regular user of Rose Petal tissues, the ex users of the other products of company and the heavy users like the caterers and different business buyers comes under user status of Packages Limited

User Rates The target for Rose Petal is heavy users. To facilitate them the company provides tissues at low prices and in attractive packaging.

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Loyalty status

Loyalty status of people is very strong for Rose Petal tissue papers because they have the monopoly and are providing the best quality which no other company can compete in the market

Readiness status

As Packages Limited is targeting the whole country so here some people have awareness of tissue usage and mostly have not because of high illiteracy rate in the country. To inform the customers Packages Limited is running its advertising campaigns on huge level and is an also arranging health seminar with doctors.

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Conclusion

Packages Limited is the only company which provides a complete range of packaging solutions to its business customers. The purpose of establishment of the Packages Limited was to fulfill the packaging needs of the Pakistan Industry. Packages Limited launched such a unique product by the name of “Rose Petal” tissue when the people were suffering from different diseases and requiring the solution in form of a Hygienic Product for cleanliness which can be used and disposed off after one use.

Packages Limited follows the policy 1+1=11 its mean they give superior values to their consumers through a well organized application of marketing tools. Packages are committed to protect the environment because they realized that we are living in that world which has limited resources.

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