INTRODUCTION

Packages Limited was established in 1957 as a joint venture between the Ali Group of
Pakistan and Akerlund & Rausing of Sweden, to convert paper and board into
packaging for consumer industry.
Over the years, the Company continued to enhance its facilities to meet the growing
demand of packaging products. Additional capital was raised from sponsors,
International Finance Corporation and from the public in 1965.
Packages commissioned its own paper mill in 1968 having production capacity of
24,000 tonnes of paper & paper board based on waste paper and agricultural byproducts i.e. wheat straw and river grass. With growing demand the capacity was
increased periodically and by 1996 it reached 65,000 tonnes per year.
Since 1982, Packages Limited has a joint venture with Tetra Pak International in Tetra
Pak Pakistan Limited to manufacture paper for liquid food packaging and to market
Tetra Pak packaging equipment.
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. This
project, Tri-Pack Films Limited, commenced production in June, 1995 with equity
participation by Packages Limited, Mitsubishi Corporation, Altawfeek Company for
Investment Funds, Saudi Arabia, and General Public. Packages Limited owns 33% of
Tri-Pack Films Limited's equity.
In July 1994, Coates Lorilleux Pakistan Limited, in which Packages Limited has 55%
ownership, commenced production and sale of printing inks.
In 1996, a joint venture agreement was signed with Printcare (Ceylon) Limited for the
production of flexible packing materials in Sri Lanka. This project packages Lanka
(Private) Limited commenced production in 1998. Packages Limited owns 62% of this
Company.

In 1999-2000 Packages Limited has successfully completed the expansion of the

flexible packaging line by installation of new rotogravure printing machine and the
expansion of the carton line by a new Lemanic rotogravure inline printing and cutting
creasing machine. The machines are in production since December 1999.
MISSION STATEMENT
To be a leader in the markets we serve by providing quality products and superior
service to our customers, while learning from their feed back to set even higher
standards for our products.
To be a company that continuously enhances its superior.
Technological competence to provide innovative solutions to customer needs.
To be 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.
To be a Company which combines its people, technology, management systems, and
market opportunities to achieve profitable growth while providing fair returns to its
investors.
To be a company that endeavours to set the highest standards in corporate ethics in
serving the society.

COMPANY

BOARD OF DIRECTORS
Asadullah Khawaja
Istaqbal Mehdi
Khalid Yacob
Kirsten Rausing

INFORMATION

Rafi Iqbal Ahmed

Samee-ul-Hasan
Saulat Said
Seppo Hietane
Syed Hyder Ali
Syed Wajid Ali
(Chairman & Chief Executive)
ADVISOR
Syed Babar Ali
Company Secretary
Adi J. Cawasji
AUDITORS
A. F. Ferguson & Co.
Chartered Accountants

LEGAL ADVISORS
Hassan & Hassan-Lahore
Orr,Dignam & Co. Karachi
BANKERS
ABN Amro Bank
American Express Bank Limited
Citibank N.A.
Credit Agricole Indosuez
The Global French Bank
Deutsche Bank A.G.

Emirates Bank International P.J.S.C

Faysal Bank Limited
Habib Bank Limited
Mashreq Bank
Muslim Commercial Bank Limited
Societe Generale
The French & International Bank
Standard Chartered Bank
Standard Chartered Grindlays Bank Limited
Union Bank Limited
United Bank Limited

HEAD OFFICE & WORKS

Shahrah-e-Roomi
P.O. Amer Sidhu
Lahore-54760, Pakistan
PABX : 5811541-46, 5811191-94
Cable : PACKAGES LAHORE
Telex : 44866 PKGS PK
Fax

: (042) 5811195, 5820147

Registered Office & Regional

MAIN OPERATIONS
Main operations of Packages Ltd. Lahore include:

Manufacturing paper and board.

Preparing packaging for hundreds of industrial and consumer goods.

Production of its own consumer goods e.g. Rose Petal and Tulip tissues,

napkins, paper cups etc.

DEPARTMENTS
Some other main departments of Packages Ltd. are:

Finance division

Commercial and Purchase department

Industrial Marketing & Sales department.

Research, Development & Control department.

Art Department

MIS-Department

Reproduction Department

Planning departments

Personel & Industrial Relations department.

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.

QUALITY POLICY

We at Packages Limited are committed to producing quality products which conform to

our customers, requirements and strengthen our position as a quality-managed
Company. Our pledge is to provide the market with the best quality products at
competitive

prices

through

customer-driven

and

service-oriented,

dynamic

management team. To meet this obligation, the Company will continue updating of
employee skills by training, acquisition of new technology, and regular re-evaluation of
its quality control and assurance systems. Appropriate resources of the Company will be
directed towards achieving the quality goals through employees, participation.

ENVIRONMENT HEALTH & SAFETY (EH&S) POLICY STATEMENT

Packages Limited shall:

Minimise its environmental impact, as is economically and practically possible.

Save raw materials including energy and water, and avoid waste.

Ensure that all its present and future activities are conducted safely, without

endangering the health of its employees, its customers and the public.

Develop plans and procedures and provide resources to successfully implement

this policy and for dealing effectively with any emergency.

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 the environment.

Ensure that all its activities comply with national environmental, health and

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

PRODUCT DEVELOPMENT
Two way process:
1.

Internees

2.

Employees

MARKET RESEARCH
They go to the market-check the packaging of different products which are not made by
packages then they come with new ideas or modification in the existing packaging.
REVERSE CYCLE
Their existing or new customer come to them and tell them about their needs for
modification or packaging of new products.
RESEARCH & DEVELOPMENT
Their research and development department work for the modification of packaging
PRE COSTING
Get the price of different material and tell to the customer about the rough estimate

QUALITY
Quality check (acceptable to customer)
SAMPLES
Then they make the sample of the product
TRIAL
Take the trial first on their own machine and then give trial to customer
PRODUCTION

If the customer will satisfy and place the order then they start the production of the
product

PRODUCT MIX
Basis of segmentation
1.

Industrial product

2.

Consumer product

INDUSTRIAL MARKETING AND SALES DEPARTMENT

HIERARCHY OF INDUSTRIAL MARKETING

For industrial products Packages has four main sections:

1.

Corrugated Department

2.

Carton Department

3.

Flexible Department

4.

Poly & Paper Conversion

CORRUGATED DEPARTMENT
In this department the CWCs (Corruwall Cartons) are made for the industrial products
like textile products, little machinery, and sugar etc. Packages has been producing
CWCs since 1974, which are manufactured in a variety of sizes. These CWCs provide a
great value for the in-country distribution and export of fresh fruits, garments, shoes and
textiles etc.
MAJOR CONSUMER AREAS

1.

Textile Industry

2.

Food & Beverages

3.

Yarn & Poly Products

4.

Sports Industry

5.

Fruit Cartons

MAJOR CUSTOMERS
Some major customers for CWCs include:
1.

Gulistan Group of Industries

2.

Nishat Group of Industries

3.

Saphire Textile Mills

4.

Nestle Milk Pak Limited

5.

Lever Brothers

6.

Rupali group

7.

Crescent Greenwood (Mills).

CARTON

MAJOR CONSUMER AREAS

1.

Cigarette Industry

2.

Biscuit Industry

3.

Sweets

4.

Tea Cartons

5.

Detergents

6.

Shoe Cartons

7.

Match Industry

MAJOR CLIENTS
1.

Nestle Milkpak Limited

LINE

2.

Pakistan Tobacco Company

3.

Lakson Tobacco Company

4.

Lever Brothers

5.

Dane Foods Limited

6.

Continental Biscuits Limited

7.

English Biscuits Manufacturers

8.

Rafhan Best Foods Limited

9.

Union Match Manufacturers

10.

Procter & Gamble.

11.

BATA

12.

Service Shoes

FLEXIBLE

MAJOR CONSUMER AREAS

1.

Soap industry

2.

Sweets

3.

Detergents

4.

Cooking Oils

5.

Biscuit Manufacturers

6.

Shampoos

7.

Snacks Industry

8.

Different food items like salt rice ketchup, custard powder etc.

MAJOR CUSTOMERS
1.

Lever Brothers

2.

Procter & Gamble

3.

Colgate Palmolive

4.

Rafhan Best Foods (Pvt.) Limited

LINE

5.

Continental Biscuits

6.

English Biscuits Manufacturers

7.

Nestle Milkpak Limited.

8.

Tripple-em snacks

9.

Dane Foods

10.

Sufi products

11.

National Foods Limited

POLY

&

PAPER

CONVERSION

PRODUCTS
In this department the following main packaging is prepared:
1.

Paper cups

2.

Paper plates

3.

Gum tapes

4.

Poly bags

IMPORTANT FEATURES
1.

Flexographic is the printing method used here.

2.

Paper cup machine has capacity to make 4000-5000 cups per hour.

3.

For printing on Poly Bags, 6-color machine is

4.

Fisher & Krecke of Germany, with the capacity to print 150-meters per minute.

MAJOR CUSTOMERS
1.

McDonalds for paper cups.

2.

Pepsi for paper cups.

3.

Coca-Cola for paper cups.

4.

KFC for paper cups.

5.

Packages itself for paper cups and plates.

6.

Lever Brothers for poly bags (e.g. wheel ploy bag).

INDUSTRIAL

PAPER

PRODUCTS

CUPS

TARGET MARKET
Air lines, ice cream manufacturers, soft drink manufacturers.
SEGMENTATION
PIA, Aero Asia, Bhoja,
Walls, Igloo,
Coca-Cola, Pepsi Cola.
PAPER

TARGET MARKET
Bakers, airlines, food chains.
SEGMENTATION
Gourmet, Rahat Bakers,
PIA, Aero Asia, Bhoja,
KFC, McDonald's, Pizza Hut.

PRICING

PLATES

Pricing is based on long term relationship building, it means that for the first time if they
have to sell at breakeven, they go for that so that next time the customer come to them.
So prices are reasonable. Markup pricing technique is used they are believing
2nd school of thought, that they do not cover all cost from innovators rather they slowly
cover their cost.
PROMOTION
They are using personal selling for promotion of their products. Employees and
internees go the customers, they communicate about their product and in this way they
create utility of their product.
PLACEMENT
If the customer demands that product is placed at their godowns, they place and get
placement charges, and if customer want to take himself from the company, they also
allow this.
CONSUMER PRODUCT
1.

Rose Petal

2.

Tulip

It was 1981 when 'Packages' smell opportunity and felt the demand for disposable
convenient and hygienic tissues in Pakistan .so in 1981, 'Packages' modified one of its
paper machine to produce tissue paper-production was started and 'ROSE PETAL
brand was launched for the facial tissue.
COMPETITORS AND MARKET SHARE
For tissues 'PACKAGES' has 80% of market share that's simply a giant share. So there
is not very intense competition.
ROSE

TARGET MARKET

PETAL

Their target market is upper class middle class & educated people

BASES FOR SEGMENTATION

Age (above 18 years)
Income group (upper upper, upper middle class)
Females (House wives )
PRICING
As you know it is for upper upper & upper middle class so quality is good and prices are
high
TULIP

TARGET MARKET
Their target market is lower and middle class
BASES FOR SEGMENTATION
Age (above 18 years)
Income group (middle & lower class)
PRICING
The target market for tulip is middle & lower class so the price of tulip is less as
compare to rose petal
PROMOTION
For the promotion of tissue papers advertising is the largest promotion tool attracting
about 70-80% of total promotional budget and in fact advertising is the most powerful &
effective media for consumer sales.

They specially target the house wives and their add is showing specially during the
news.
REASON
Hose wives also see news.
Why not during the drama because there are lot of adds and during the interval they
simply go to kitchen to prepare tea or to complete the food which they are cooking.
For the promotion of tissue papers specially, advertising is the largest promotional tool,
attracting about 78-80% of total promotional budget and in fact advertising is the most
effective media for consumer sales.
PLACEMENT
Packages have 172 professional distributors.
They get the lots from their godowns & then distribute it in all over.
Pakistan to the retailers and whole sellers.

SWOT

ANALYSIS

STRENGTHS
Skilled Workforce
Packages enjoys an educated and skilled work force to perform its operations e.g. in
Industrial Marketing Department all new hired sales executives are MBAs. On technical
side Packages has 2-Ph. Ds., 99- engineers and 314-diploma engineers.
ISO 9001

In compliance with worldwide standards, the ISO-9001 certificate has been awarded to
"Flexible line" and "Carton line" of Packaging division.
Large-Scale Economies
Since Packages is a giant setup, so it enjoys the economies of large-scale as well e.g.
its fixed cost is reduced as it is spread over more number of units.
Goodwill
No doubt, Packages occupies a respectable and trustable image and market reputation,
serving as a valuable asset for the Packages.

Advanced Technology
To meet the quality requirements of its customers Packages contains the latest paper
producing and packaging technology and most of machinery is imported from different
countries like Germany, USA, Switzerland, etc.
Advance Payments
In most of the cases and especially from new customers, Packages deals with the
payments in advance. So it has to put less efforts to recover the payments.
Training
In Packages employees are given necessary and comprehensive orientation before
starting the job. Moreover other training programs are also arranged to kept the skills of
employees up-to-date.
WEAKNESSES
Slow Information Flow
Information flow between regional offices (of Karachi, Islamabad) and production lines
(Lahore) is not very quick, improper and manual i.e. by post normally.

Just Large Orders

Packages' production facility is inflexible, in a sense that it is unable to operate for small
orders due to increased fixed cost. In this way, a lot of small orders are rejected.
High Prices
Packages deserve to charge high prices for its quality products but in this way, the
companies who are not financially sound or in development stage can't have access to
the Packages.
Longer Lead Time
Due to a lot of work load, the lead times are mostly longer so creating frustration in
customers and causing dissatisfaction.
OPPORTUNITIES
There is a gradual increase in the awareness about Packaging importance among the
industrialists and they are really considering the packaging as the final sales person for
the products. So this awareness will brings more customers to the door of Packages.
Business activity and investment flow in also increasing day by day, so causing new
business opportunities for whole packaging industry.
Consumers and companies are becoming more conscious about the quality of the
products and Packages is quality leader in Pakistan's packaging industry and having
continuous development plans for quality. So in near future it can bring huge revenues
in the Packages.
Trend of sachets is also increasing day by day. Or in other words demand for flexible
packaging is increasing day by day.
THREATS
Packaging (especially flexible or poly packing) negatively influences the environment by
increasing the wastes. So this is a real threat for Packages.

Due to latest printing technology, the demand for offset printing is decreasing day by
day which is a traditional printing mode used in Packages.
Packages is facing a strong competition from the Cottage Industry in Karachi producing
corrugated cartons.

TABLE

OF

CONTENTS

Introduction.......................................................................................................................
1

Mission Statement........................................................................................................... 3

Company Information...................................................................................................... 4

Main
Operations............................................................................................................... 7

Departments......................................................................................................................
7

Organization's Culture.................................................................................................... 8

Quality
Policy.................................................................................................................... 9

Environment Health & Safety (Eh&S) Policy Statement........................................ 10

Product Development................................................................................................... 11

Product
Mix..................................................................................................................... 13

Corrugated Department................................................................................................ 14

Carton
Line..................................................................................................................... 15

Flexible Line................................................................................................................... 16

Poly & Paper Conversion............................................................................................. 17

Industrial Products......................................................................................................... 19

Paper
Cups..................................................................................................................... 19

Paper
Plates................................................................................................................... 19

Consumer Product........................................................................................................ 21

Rose
Petal....................................................................................................................... 21

Tulip................................................................................................................................. 2

Swot Analysis................................................................................................................. 24

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