BRAND AUDIT
STRENGHT
1. Technology driven
2. 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.
3. Foot fall, 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.
4. In compliance with worldwide standards,
the iso-9001 certificate has been awarded
to “flexible line” and “carton line” of
packaging division.
5. Packages having their own research,
development & control department.
6. Entertainment for kids (4-13 age)
THREATS
1. Packaging (especially flexible or poly
packing) negatively influences the
environment by increasing the wastes. So
this is a real threat for Packages.
2. Due to latest printing technology, the
demand for offset printing is decreasing
day by day which is a traditional printing
mode used in Packages.
WEAKNESS
1. Distribution cost is high as compared to
competitors
2. Sales margin are lower, the companies
who are not financially sound or in
development stage can’t have access to
the packages.
3. Packages’ production facility is inflexible,
in a sense that it is unable to operate for
small orders due to increased fixed cost.
4. Low on entertainment facilities
OPPORTUNITY
1. Business activity and investment flow in
also increasing day by day, so causing
new business opportunities for whole
packaging industry.
2. Consumer are more aware of their choices
and selection of purchases. Nowadays
customers are driven towards
entertainment facilities more rather than
just mere shopping experiences.
PROMOTIONAL STRATEGIES

It is the job of Marketing Department to promote the business of the organization. In Packages Limited,
marketing people have different promotion plans for industrial and consumer products.

A. PROMOTIONAL POLICIES FOR INDUSTRIAL PRODUCTS

So far as the promotion of the industrial goods is concerned, Packages Limited has
not assigned any budget for it. And in a way they don't promote the industrial sales.
But no organization can survive without promotion. The only promotional strategy which Packages
Limited undertakes is personal selling. The company does not need to fix any promotional budget
because it is the job of sales officers. Moreover, The Industrial
Sales Division is successful enough to keep the production process always working,
so the management thinks that there is no need for any other promotional activity

B. PROMOTIONAL POLICIES FOR CONSUMER PRODUCTS

Without promotion, no consumer product can be successful. Promotional activities

are an integral part for marketing consumer products.

The objectives behind the promotional activities are:

 Increase the sales

 Outpace the competitor
 Increase the market share
 Higher turnover
 Informing the consumers
 Building of goodwill

The management fixes the promotional budget. The basic premise is that
whether the organization can afford the budget or not. Apart from this fact, there are
a lot a of other factors which the marketing people have to consider, these are;
Cost of media

 The number of products already in the market

 The number of new products the company is going to launch

1. ALLOCATION OF THE PROMOTIONAL BUDGET

There are number of tools that are used to promote a business. These include;
i) ADVERTISING
Advertising accounts for about 80% of the total promotional budget. Advertising is the most popular and
effective media to the advertising campaign of Packages Limited and which includes the following

a) BROAD CAST MEDIA

The largest share of advertising budget is allocated to the media because it is the
most interesting media with far reaching effects. Although, it is the most expensive
media, but the nature of the products requires its use. It includes;

 TV
 Radio
Packages Limited extensively uses the TV while radio is not used very much. The budget for TV is about
65% of the advertising budget.

b) PRINT MEDIA
Print media is also an important part of promotional technique. it includes;

 Newspapers
 Magazines
 Direct mail etc.
Packages Limited only places its advertisement in the magazines. Normally, newspapers are not used. It
accounts for about 20% of the total advertising budget.
c) OUT DOOR MEDIA
Marketing people normally don't prefer its use because they think that it is not very effective. It has a very
nominal share in the budget. It includes billboard, road side signs etc.

 Personal Selling
 Public Relations