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PRODUCTS”
In December 1986, the Consumer Products Manager of Packages
Limited Mr. Mohammad Saleem had to present the advertising plan to his
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boss Mr. Maqsood Ahmad Khan. He was busy in collecting information
since the past two weeks. Both had finally made the schedule to present the
final proposal to the top management.
Then media was the second choice for promotions but the literacy rate became a barrier and out of
literate people reading the magazines and newspapers, it wasn’t clear as to who read which one.
The other marketing tools of billboards, hoardings and point-of-sale displays and also the give-
away items had their own functions and could not be termed as aggressive marketing.
Another available medium was the ‘INDUSTRIAL EXHIBITION’ which was held in Lahore in
February every year. More than 10 thousand people visited this Exhibition and they could see and
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touch product there.
Quality G
People are quite satisfied with the quality and branding of Rose Petal tissues. Rose Petal captures
50% of the market share. For acquiring the other 50% share, we recommend them to carry on TQM
(Total Quality Management) approach. Through this approach the Company keeps on improving
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the product constantly and will also be able to attract its potential customers.
Packaging E
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Attractive packaging gives an edge to the Company over the competitors. So we recommend them
to enhance their packaging which looks innovative and creative. Packaging is the only tool which
captures the attention of the buyer and leads the product to success.
Availability O
To gain maximum attention of customers, the product should be placed on the front shelf of the
nearest shopping outlets. Packages Limited should follow this technique.
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Brand Recalling S
Packages Limited has been selling Rose Petal tissues for the last 24 years and brand recalling is the
only way to retain actual customers as there is a threat that many new competitors can come in the
tissue paper market such as China paper industry after WTO.
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Outdoor Advertisement
Through this marketing research, it is clear that Rose Petal lacks in the outdoor advertisement
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that’s why we recommend them to focus on promotion campaigns through billboards, signboards
and posters.
Cable TV Promotion
Rose Petal is now promoting its product on cable TV because it is cheaper as compared to other
mediums and at the same time it is capturing small areas for its promotion. We recommend the
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company to carry on with this medium and to broadcast Rose Petal on popular channels to capture
maximum market as it is an effective way for promotion.
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