Market Analysis Regarding

“Gold Leaf Limited Edition Side opening Pack”

Report Submitted By:

Raja M. Majid Khan (Brand Ambassador)

• Summary

Gold Leaf Limited Edition Side opening Pack was launched on 14th January 2011
by Usman Javed Brand Manager Gold Leaf at Hotel Best Western in Islamabad at
6:30 pm. On 17th January 2011 it was fully launched in T20 markets. Stocks were
mainly placed at CDR Shops.

• Introduction
o Description of Research

Market Analysis has been conducted on Gold Leaf Limited Edition Side opening
Pack.

o Purpose of Research:-

Research has been conducted in order to check:

 The current market position of JPGL LEP Pack.

 Consumer / Retailers Perception

Furthermore short interviews have been conducted from Consumer/Retailers.

• SWOT Analysis

1. Strengths

 Best Quality

 Attractive Side Opening Pack

 Cigarettes are air tight (Closely Packed)

 Most of Consumers are demanding new pack instead of old pack.

 Good promotion in Market.

 2. Weakness

 While opening Sides of Pack Tear up

 Few Retailers complaining regarding pack Unable to see the

quantity of cigarettes

 Few Retailers of side areas are complaining that stock are not

delivered

3. Opportunity

 New JPGL LEP holding a great market position from 17th Jan 2011

till now.

4. Threats

 Competitive brand “Marlboro”

• Conclusion

From the research I conclude that:

 Most of the consumers show likeness towards Gold Leaf LEP Pack. Very

few are not. In My opinion ratio would be 80:20.

 80% Consumers are satisfied with the quality of brand.

 Retailers are happy with sale of New Gold Leaf LEP Pack.

 Stock problem of Gold Leaf LEP at few retailers has always been a source

of concern for management and solid steps needs to be taken to minimize

stock situation for that particular brand.

• Recommendations –

o Maintain the quality of that Brand.

o Most of the consumers are demanding new packs due to their attractive

Pack/ Design. So in my opinion make this pack a permanent pack.

o Along with CDR Shops other shops are also provided with stock.