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-: Subject :-



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SUBMITTED TO: Ms Raheela Rauf


Group Members
Muhammad Ali Siddiq
Muhammad Ayaz Ashraf
Muhammad Mudassar Husain
Muhammad Rizwan Sulaiman
Muhammad Murtaza Ejaz Khan

MBA 1st (Morning)

Dated: April 27, 2010

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April 27, 2010

Ms. Raheela
National University of Modern Languages
Awana-e-Iqbal, Lahore


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 negligences happen
from every person so please approve our little struggle in that competitive environment.



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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.


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


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

Organization Culture ------------------------------------- 10

The Bullah Shah Paper Mill --------------------------------- 11
Industry Covered --------------------------------------------- 12
Division of Packages Ltd ---------------------------------- 13
Corporate Structure ------------------------------------------- 13


Want For a Hygienic Product ------------------------------------- 14

Introduction of Rose Petal -------------------------------------- 14
Brand Target Group ------------------------------------- 15


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

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


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

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


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

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Price -------------------------------------------------------------------- 19
Factors Affecting the Price ------------------------------------ 20
Internal Factors --------------------------------------------------- 20
External Factors --------------------------------------------------- 21
Distribution channel --------------------------------------------- 22
Business Marketing Channel-------------------------------------- 22
Consumer Marketing Channel------------------------------------ 22
Channels for Consumer Products--------------------------------- 23
Rose Petal Promotion Strategy ----------------------------------- 23


The Product Concept----------------------------------------------- 24

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


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


Consumer Perceived Value-------------------------------------- 27
Product Actual Value--------------------------------------------- 27


Marketing Environment------------------------------------------ 28
Micro Environment----------------------------------------------- 29
Macro Environment----------------------------------------------- 31


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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 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
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.


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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 problems 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.
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.

Organizations 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
Mannerism and punctuality.

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The Bulleh Shah Paper Mill- Another Milestone

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 companys 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.

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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

Soap Industry
Shoe Industry
Tissue Industry
Tea Industry
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,
worlds 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

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


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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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Mission Statement of Packages Limited


... 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

... 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

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
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
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."

Place (Distribution)


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.


The strategy for setting a products 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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Marketing Mix Strategy

Customer satisfaction depends on products price performance relative to buyers

expectation. If products prices increase short expectation, the customer dissatisfied. If
the price matchs 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.





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 firms pricing
strategies. Economic factor such as boom or recession, deflation and depression affects
the pricing decisions because they affect both consumer perception for the products 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.


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 thats 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 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 companys aim is to provide the good at the
door step of the consumers.


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 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 societys 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.


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 First

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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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.


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

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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.


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

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.


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 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 thats why they dont 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


A Public is any group that has an actual or potential interest in or impact on an

organizations 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 Petals 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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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
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 consumers 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 thats 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


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

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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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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