Rose Petal

Rose Petal was launched in 1982 at Consumer Products Division under the corporate
umbrella of Packages Ltd. Established in 1956, as a joint venture between the Ali Group of
Pakistan and Akerlund and Rausing of Sweden, Packages Ltd. provides premium packaging
solutions of exceptional quality.
One of its most well-known products is the brand of tissue paper rose petal. Because
of the premium quality and brand promise it delivers, rose petal has been the pioneer and
leader in its market category for the last 25 years. Today it is one of the biggest tissue brands
in the countrys market and commands 70% of the market share. So deep is its popularity that
today the very name has become a generic name for tissues.
Rose Petal offers products manufactured under highest standards of hygiene and
quality to meet the household and cleanliness needs of our consumers. Rose petal currently
provides a complete range of tissue papers and paper products that are convenient, quick and
easy to use. Ranging from facial tissues to toilet rolls, table napkins, pocket packs, kitchen
rolls, party packs, we bring to the consumers, complete convenience with tissue products for
every occasion. The ideal solution for all cleaning needs, tissues give consumers the
confidence to always be at their best.
Rose Petal tissues is a special designed product by Packages Ltd which is very useful
in daily life. The prices of Rose Petal have been set after a through study of market. Packages
Ltd had the option that they could reduce the price of 1 st version of Rose Petal tissues, but
once you lower the prices then it is almost impossible to raise them again. For this purpose
Packages Ltd provided various ranges under Rose Petal brand name with different lower and
higher prices, each targeting a different class and market. Packages Ltd has intense
distribution setup. They have approximately more than 300 distributors who distributes their
tissues all over Pakistan. They are using the Wholesalers channel. Promotional campaigns of
Rose Petal tissues are very strong since its launch in 1982. Advertisement on Television,
Billboards, on stops and buses are very impressive and attractive. Rose Petal promotional
campaign and conducting of various health seminars is designed according to the Target
customers. For Rose Petal tissues, Packages Ltd is following PULL Strategy.

Parent Company Profile

Packages Established in 1956 as a joint venture between the Ali Group of Pakistan and
Akerlund Rausing of Sweden, Packages Limited provides premium-packaging solutions for
exceptional value to individuals and businesses in the most efficient, profitable and
sustainable way. They offer a complete range of packaging solutions including offset printed
cartons and flexible packaging materials to individuals and businesses world-wide. Packages
employ over 1500 people and have had sales of over US $ 141 million in 2013.
Mission Statement
Their Mission Statement is to be:

A leader in the markets we serve 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 customer needs.

A company that attracts and retains outstanding people by creating a culture that
fosters openness, innovation, promotes individual growth, 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 investors.

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.

Strategy and Innovation

Packages is listed on all three stock exchanges in Pakistan and have maintained a long-time
credit rating of AA. Their successful joint ventures and business alliances with some of the
worlds biggest names reflect their strategy of continuously improving customer value
through improvements in productivity.
Packages has always been at the forefront of new developments in packaging research and
has pioneered several innovations including the use of wheat straw as a raw material for
paper and board manufacture.
Over the years
Packages have continuously over the years enhanced its facilities to meet the growing
demand of packaging products. In 1968 with IFC participation, Packages integrated upstream
by establishing a Pulp and Paper Mill with a capacity of 24,000 tons per year based on waste
paper and agricultural by- products that is wheat straw and river grass. This for instance
shows how they incorporated innovation into their operations in order to better meet demand
and get ahead of competition. With growing demand capacity also increased and by January
2003, total capacity was nearly 100,000 tons per year.
In 1981 the paper machine was modified to produce tissue paper in response to
growing demand for hygienic and disposable tissues. Thus indicating that they were
constantly aware of upcoming trends and made sure they were a step ahead.

Packages also places great importance to quality as in 1994 the company upgraded the
quality of packaged products and substantially improved pollution control to meet the world
back environmental guidelines.
During 1999-2000 Packages successfully completed the expansion of the flexible
packaging line by installing a new rotogravure printing machine and enhancing the carton
line by putting up a new Lamanic rotogravure inline printing and cutting creasing machine.
In 2005 the Paper & Board mill expanded with Bulleh Shah Paper mill. The capacity
was almost tripled from 100,000 tons to 300,000 tons annually. This particular expansion was
done in two phases. First one was completed in 2007 while the second phases completed in
2009. The company expanded in tissue paper production as well. A new machine PM-9 with
a capacity of 33,000 tons was installed which helped the company to be in a position to
export particularly in Middle East as well.
In 2011 Pakistans first high-speed solvent-less automatic lamination machine was
installed. Bulleh Shah rebuilding project was completed in the second quarter of year 2011
which increased it capacity up to 30,000 tons. The Corrugators machine was also upgraded
for improved production efficiency, which meant more reliability, more capacity and less
waste. A 14% increase in capacity was witnessed as a result of this up gradation.

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 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

Softex

Because these 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.
Products By Rose petal
Rose petal provides a diverse range of tissue products in the market because of which
it is a market leader in terms of sales. Following are the products categories by rose petal;
1.
2.
3.
4.
5.

Facial Tissue
Kitchen
Washroom
Party
On the go
Within the facial tissue category rose petal provides a diverse range of SKU, that

includes perfume tissue, luxury, supreme, printed and multi colored tissues that are being
emphasized as for high end consumers in the market.
Other brands that are a part of rose petal include
1.
2.
3.
4.

tulip
Tissue dispenser
Hi Jeen
Double Horse Toilet role

Marketing Strategy
Packages Ltd is pursuing on customer driven marketing strategy for
its consumer product (Rose Petal tissues). They design their product and
its strategies according to the needs and wants of their customers e.g.
Rose petal tissues has launched another tissue (table napkins) in the
market which was demanded by various food chains like PC, Avari, Pizza
Hut, McDonalds etc
Brand Positioning
Rose Petal has designed its positioning statement in emotional aspect. Its positioning
statement is: ROSE PETAL NA HOTA TO KIA HOTA This is an emotional positioning
statement as it cares for the emotions of people in their busy life by catering their hygienic
and cleanliness problems. This statement tells the consumer that if in the hour of need
whether you were to clean anything or you had influenza you needed a product which could

be disposed off after its one use unlike the handkerchief which you had to use the same again
and again. So this statement tells that if Rose Petal was not there what you would have done.
Distribution
The network made by the company, suppliers, distributors and
ultimate consumers makes the distribution setup. The distribution of
products of a company is important for its sale. 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. Packages Ltd has intense distribution setup.
They have approximately more than 300 distributors who distributes their
tissues all over Pakistan. They are using the Wholesalers channel. Rose
petal has a set of interdependent organizations involved in the process of
making tissues available for use of the consumer. Rose petal has made
the distribution channel so that the product can reach to almost all of the
outlets. So as we have mention about the type of customer with whom the
company is dealing so they are using both the following channels.
1. 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
2. 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.
Following are the distribution channels for consumer products like
rose petal
Whole Sales Channel: Rose petal has a huge wholesale set
up. They have approximately more than 300 wholesalers and
is 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.

Retailer channel : Mostly retailers buy the product from
wholesalers and some retailers like (C.S.D, HKB) 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.