BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

BRAND AUDIT REPORT

ROSE PETAL & TULIP TISSUE PAPER

SYED JABBAR ALI SHAH

12/22/2015

Submitted To I MRS. MAHRUKH NADEEM

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

ACKNOWLEDGEMENT

F irstly, I would like to express my sincere gratitude to my advisor Mrs. Mahrukh Nadeem for

the continuous support of my brand audit report and related research, for her patience,
motivation, and immense knowledge. Her guidance helped me in all the time of research and
writing of this report. I could not have imagined having a better advisor and mentor for my brand
audit report.

Last but not the least, I would like to thank my family: my parents and to my brother for
supporting me spiritually throughout writing this report and my life in general.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

TABLE OF CONTENT

Executive Summary..
Introduction..
Brand Hierarchy
Company Information..
o Main Operations....
o Quality Policy..
o CSR..
Product Development.
Product Mix..............
Rose Petal.
Tulip...
Brand Equity.
o Target market.
o Positioning..
o Value proposition
o Positioning statement
o Brand elements..
o Marketing strategies..
o SWOT Analysis.
Weaknesses.
Opportunities...
Threats.
Brand Funnel.
Brand Map
Brand Pyramid/ Brand Resonance Model...
Y& R's Brand Asset Valuator
Brand Value Chain
Brand Tracking Survey.
Kaplan Norton's Balanced Scorecard.
Metrics and Dashboards..
Metrics and Dashboards..
References

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

EXECUTIVE SUMMARY

Packages Ltd was established in 1956 as a joint venture. They are the only packaging facility in
Pakistan offering a complete range of packaging solutions including offset printed cartons,
shipping containers. They have three manufacturing divisions i.e. Paper and board division,
Packaging division and consumer Products division Consumer Buying Behavior for Rose Petal is
Variety Seeking because there is Low involvement of consumer and also the price of tissues is
low. Rose Petal has direct as well as indirect competitors. In direct competitors it has no primary
competitor because of its monopoly in the tissue market and its secondary competitors are
Moveeta, Fay, Flying and Jasmine. The companies producing towels, napkins and handkerchiefs
are the indirect competitors of Rose Petal tissues.
ConsumerProducts Division (CPD) which was manufactured solely for the benefits of
consumer. Rose Petal is following both the line filling and line stretching product line
decisions. Under Rose Petal, Packages Ltd is doing line extension and brand extension.
Packages Ltd is also doing multi-branding by offering Tulip tissues in its CPD.
Rose Petal tissues are a special designed product by Packages Ltd which is very useful in
daily life. The prices of Rose Petal have been set after a thorough 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 are 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 distribute 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,
onstops 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

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

INTRODUCTION
Packages Limited was established in 1957 as a joint venture between the Ali Group of Pakistan
and Akerlund & Rausing of Sweden, to convert paper and board into packaging for consumer
industry.
Over the years, the Company continued to enhance its facilities to meet the growing demand
of packaging products. Additional capital was raised from sponsors, International Finance
Corporation and from the public in 1965.
Packages commissioned its own paper mill in 1968 having production capacity of 24,000 tons
of paper & paper board based on waste paper and agricultural by-products i.e. wheat straw
and river grass. With growing demand the capacity was increased periodically and by 1996 it
reached 65,000 tons per year.
Since 1982, Packages Limited has a joint venture with Tetra Pak International in Tetra Pak
Pakistan Limited to manufacture paper for liquid food packaging and to market Tetra Pak
packaging equipment.
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. This project, Tri-
Pack Films Limited, commenced production in June, 1995 with equity participation by Packages
Limited, Mitsubishi Corporation, and Altawfeek Company for Investment Funds, Saudi Arabia,
and General Public. Packages Limited owns 33% of Tri-Pack Films Limited's equity.
In July 1994, Coates Lorilleux Pakistan Limited, in which Packages limited, has 55% ownership,
commenced production and sale of printing inks.
In 1996, a joint venture agreement was signed with Printcare (Ceylon) Limited for the
production of flexible packing materials in Sri Lanka. This project packages Lanka (Private)
Limited commenced production in 1998. Packages Limited owns 62% of this Company.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

BRAND HIERARCHY

Packages LTD.

CARTONS Business unit Flexible Business Unit

Consumer Products Fabrication

Facial Tissues Tissue Roll Paper Towel Panda Pocket Pack Table Napkins

Coffee Napkins Party Pack Hand Towel Jumbo Roll

Wet Tissues Paper Cups Paper Plates

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

BOARD OF DIR ECTOR COMPANY INFORMATION OPERATION

S
S

Asadullah Khawaja DEPARTMENTS Manufacturing paper and

Istaqbal Mehdi board.

Khalid Yacob Finance Division Preparing packaging for Sa

Syed Wajid Ali R&D Department hundreds of industrial Br

(Chairman & Executive) Control Department. and consumer goods. MI

Reproduction Department Re
Other

Freedom Of Speech Fostering Innovation.

O R G A N I Z A T I O N'S
Rewarding Initiative Advancement
CULTURE
Teamwork Mannerism Punctuality

We at Packages Limited are committed to producing quality

products which conform to our customers, requirements and
strengthen our position as a quality-managed Company. Our
QUALITY pledge is to provide the market with the best quality products at
POLICY
competitive prices through a customer-driven and service-
oriented, dynamic management team.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

ENVIRONMENT HEALTH & SAFETY (EH&S) POLICY STATEMENT

Minimize its environmental impact, as is economically and practically possible.

Save raw materials including energy and water, and avoid waste.
Ensure that all its present and future activities are conducted safely.
Develop plans successfully for dealing effectively with any emergency.

REVERSE CYCLE PRODUCT DEVELOPMENT

Their existing or new customer

come to them and tells them MARKET RESEARCH
about their needs for They go to the market-check the packaging of different
modification or packaging of products which are not made by packages then they come
new products. with new ideas or modification in the existing packaging.

RESEARCH & DEVELOPMENT-Their research and development QUALITY-Quality check

department work for the modification of packaging (acceptable to customer)

PRE COSTING Get the price of different material TRIAL-Take the trial first on their own
and tell to the customer about the rough estimate. machine and then give trial to customer

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

PRODUCT MIX

MAJOR CONSUMER AREAS

Textile Industry Yarn & Poly Products
Food & Beverages Sports Industry

CORRUGATED DEPARTMENT

COMPETITORS I MARKET SHARE

In this department the CWCs
for tissues 'PACKAGES' has 80% of
(Corruwall Cartons) are made for the
market share that's simply a giant
industrial products like textile
share. So there is not very intense
products, little machinery, and sugar
competition.
etc. Packages has been producing
CWCs since 1974, which are
manufactured in a variety of sizes.
These CWCs provide a great value CONSUMER PRODUCT

for the in-country distribution and

export of fresh fruits, garments, Rose Petal

shoes and textiles etc. Tulip

It was 1981 when 'Packages' smell
opportunity and felt the demand for
disposable convenient and hygienic tissues
in Pakistan .so in 1981, 'Packages' modified
one of its paper machine to produce tissue
paper-production was started and 'ROSE
PETAL brand was launched for the facial
tissue.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

TARGET MARKET
PRICING
Their target market is upper class
It is for upper upper &
middle class & educated people
upper middle class so
quality is good and prices
are high

BASES FOR SEGMENTATION

Age (above 18 years)
ROSE PETAL Income group (upper
upper, upper middle class)
Females (House wives )

ROSE FESTIVAL
Promotion of natural beauty always remains at top priority in Packages and the prime
example of it is the most famous and colorful event, The Packages Rose Festival. We
conduct this event in our gardens every year where there are more than three hundred
types of Roses bloom their beautiful colors to welcome the distinguished guests from
local community, customers, vendors and employees. A display of different kinds of
peacocks is an essential part of this event where these beautiful birds attract the
audience, especially children, by making arch of their naturally colored wings

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

TARGET MARKET TULIP

Their target market is lower and

middle class
BASES FOR SEGMENTATION
Age (above 18 years)
Income group (middle & lower class)

. PRICING PROMOTION
The target market for tulip is middle & For the promotion of tissue papers advertising is the
lower class so the price of tulip is less as largest promotion tool attracting about 70-80% of
compare to rose petal total promotional budget and in fact advertising is the
most powerful & effective media for consumer sales.
They specially target the house wives and their add is
showing especially during the news.

REASON
Why not during the drama because there are lot of adds and during the interval
they simply go to kitchen to prepare tea or to complete the food which they are
cooking.
For the promotion of tissue papers specially, advertising is the largest
promotional tool, attracting about 78-80% of total promotional budget and in
fact advertising is the most effective media for consumer sales.

PLACEMENT
Packages have 172 professional distributors.
They get the lots from their godowns & then distribute it in all over.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING
Pakistan to the retailers and whole sellers.

STRENGTHS SWOT ANALYSIS

Packages enjoy an educated and skilled work force to

Skilled Workforce
perform its operations e.g. in Industrial Marketing
v
Department all new hired sales executives are MBAs. On
technical side Packages has 2-Ph. Ds., 99- engineers and
314-diploma engineers.
In compliance with worldwide standards, the ISO-9001
ISO 9001
certificate has been awarded to "Flexible line" and
"Carton line" of Packaging division.
Since Packages is a giant setup, so it enjoys the
Large-Scale Economies
economies of large-scale as well e.g. its fixed cost is
reduced as it is spread over more number of units.
No doubt, Packages occupies a respectable and trustable
Goodwill
image and market reputation, serving as a valuable asset
for the Packages.
To meet the quality requirements of its customers
Advanced Technology
Packages contains the latest paper producing and
packaging technology and most of machinery is imported
from different countries like Germany, USA, Switzerland,
etc.
In most of the cases and especially from new customers,
Advance Payments
Packages deals with the payments in advance. So it has
to put less effort to recover the payments.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

WEAKNESSE SWOT ANALYSIS

S

Slow Information Flow Information flow between regional offices (of Karachi,
Islamabad) and production lines (Lahore) is not very
quick, improper and manual i.e. by post normally.

Just Large Orders Packages' production facility is inflexible, in a sense that

it is unable to operate for small orders due to increased
fixed cost. In this way, a lot of small orders are rejected.

High Prices Packages deserve to charge high prices for its quality
products but in this way, the companies who are not
financially sound or in development stage can't have
access to the Packages.

Longer Lead Time Due to a lot of work load, the lead times are mostly
longer so creating frustration in customers and causing
dissatisfaction.

OPPORTUNITIES There is a gradual increase in the awareness about

Packaging importance among the industrialists and they
are really considering the packaging as the final sales
person for the products. So this awareness will bring
more customers to the door of Packages.

THREATS Due to latest printing technology, the demand for offset

printing is decreasing day by day which is a traditional
printing mode used in Packages.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

PRODUCT STRATEGY

LEVELS OF PRODUCT

COREPRODUCT

The core benefit of Rose Petal tissues is that

it is solving hygienic and cleanliness issues
and is not polluting the environment because
of its disposable nature
ACTUALPRODUCT
The actual product is the Rose Petal tissues.
The ingredients of Rose Petal tissues are
wood, pulp, wheat straw and perfumes. It is
a fine quality tissue made up of the
combination of various colors;

They are in multi colors and are of different

sizes such as small pocket tissues, large&
medium toilet rolls, family and party tissues.

AUGMENTEDPRODUCT

Rose Petal has monopoly in the tissue market

as it is capturing 80-85% of the market share
of tissues.

It is considered to be a fast moving product

and has a huge range of tissues. It is currently
not offering any augmented features in its
product, but its authority is planning to cater
these issues in future.
.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

PRODUCT CLASSIFICATION

CONVENIENCE PRODUCT

BUYING BEHAVIOUR

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
buying process for these tissues
are variety seeking.
PRICE
The target market of the Rose
Petal tissues is middle class and
then they stretch up and down.
Their price range if from Rs.5-
Rs.500 so business customers in
their buying.

DISTRIBUTION

Company is using selling concept

by distributing approximately 300
distributors.
PROMOTION

Rose petal is promoting in very

effective manner. Any campaign
it launches in very strong manner
in any medium. Mostly it chooses
TV.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

Brand Value Chain is a model that illustrates the fact that the company must change its
focus to win the optimal value position.

ROSE PETAL

Marketing Customer Market Shareholder

Program Mindset Performance Value
Investment

Launch seminars High Awareness Low Price Packet Portfolio inv

Events Value for Money High Stock Value Private ltd

Social Media Teenagers Medium Profits Large Inv

Emotions High Elasticity Market share

TV Commercials
Easy to use Low entry barrier Gross Profit
Magazines Adv
Brand quality Supplier/ Profit A.TAX
Free Sampling Raw material

Program Market Investor

MULTIPLIER Place
Quality Sentiment
Condition

Consistency in growth Maximum Coverage Local brand no.1

POD w.r.t quality
(smooth)
Clarity in message
(khi,lhr,isb)
High Market Growth
Super marts Stores
Dynamic Market with
Retailers high risk profile.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

BRAND PRODUCT MIX I ANALYSIS

PRODUCT (Tissue Paper)

B
1 Rose Petal
R
A
2
N Tulip
D
3
S Panda

ANALYSIS
Packages ltd offering tissue paper in different brands, such as mentioned in matrix. Rose petal
tissue paper is offered in different sizes with different packaging. But panda is one who
targeted middle class by launching pocket tissue in different colors. Minimum cost is applied
Rs10 with same number of tissues in packet. It gives wallet look and handy. Packages ltd making
rapid growth in product line of tissue paper because continuous innovation in product gives
customer something new every time. During 2011, a lamination machine is launched with a
cost of 96million. This is Pakistans first high speed lamination machine as compare to
competitors.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

BAND PERSONALITY

PACKAGES LTD.

Rose Petal Tulips

EVERY
Middle upper Middle - Middle
BRAND HAVE
PESONALITY

Smooth Successful

Reliable Sentimental

INTERPRETATION
At the core of psychographic segmentation lies the recognition that all human behavior derives
from a small set of fundamentals, the so-called Big Five Personality Traits. All the broad
variation in human action, at heart, comes down to different mixes of these elemental traits. By
isolating these human behavioral fundamentals using analytical techniques, marketers can
build up full profiles of what is driving the behavior of their targets customers and prospects.
The major difference between Rose petal and tulips is of price. Tulip is available on low cost but
tulip is not easily available. It targets upper class with tissue boxes to be kept in drawing rooms
and luxury cars. Both brands are successful in their region due to identifying core need of
customers.
Recently increasing
market of disposable
product, tissue market
doing well, its overall
share is about 60%.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

Integrated Marketing

Sales Promotion

ROSE PETAL Personal Selling

Advertisement

Rose petal first started its marketing promotion when the need of
tissue rose, by identifying the need of customer. Commercials
and other print media are used to positon the product in the
minds of customer. Personal selling is done in marts through
sales personnel and giving them target to sell the product based
on key performance indicators. Rose petal is available on EDLP
stores, marts, and departmental stores as direct selling to
customers. Shelf spacing is another criteria adopted to attract
customer through colored packaging. Tulip done the same as
Rose Petal. Difference is in perceived value of product.

EDLP Stores

Tulip
Satisfying need
profitably

Direct Selling

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

BRAND PRIMARY ANALYSIS

Brand loyalty for consumer

Brand Loyalty products named as rose
petal is presents as
customer its users only
want rose petal, based on
data gathered.

Brand awareness of rose

Brand Awareness petal and tulips is created
through advertising and
promotional activities. Rose
petal distribution also
creates awareness as it is
easily available in stores
and retail markets.

Brand Equity Perceived Quality Perceived quality of rose

petal is far better than tulip
tissue paper. Consumer
perceives rose petal as
emotional brand and tulip
as low cost product without
any attachment with it.
Brand Association Brand associates family
with and relations with rose
petal as celebrities is
endorsed for advertisement
as mostly rose is the sign of
love and affection.

Proprietary Asset Packages limited have cost

advantages due to bulk
buying of raw material and
production on large scale.

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 BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

BRAND RESONANCE MODEL

The final tier of the pyramid deals with the consumers relationship with the Rose Petal.
Resonance is characterized by the intensity of the psychological bond that customers
have with the brand and their level of engagement with the brand. The challenge for the
Packages ltd brand manager and strategist is to develop the bond and increase the
number of interactions (repeat purchases of a product or service) through the
development of marketing programs that fully satisfy all the customers needs, provides
them with a sense of community built around the brand

Resonance

Rose Petal maintained brand extension as what counted as

quality, credibility, consideration and superiority in local
Judgment Feeling market that evaporates as the brand extends its market reach.
Whereas rose petal is fairly logical and targets feelings of
consumers as emotional response to the brand.

Performance Imagery

Salience

Packages ltd builds a highly salient brand, it developsawareness campaigns not only
build depth ensuring that a brand will be remembered and also breadth which signifies
the range in which the brand comes to mind as something that should be purchased or
used

Rose Petal whose advertising plays a major role in shaping the image of the brand, although
word-of-mouth recommendations and a consumers own experience due to sales promotion are
equally important. However brand imagery is built by rose petal, it is important that brand
managers and strategists craft strong, favorable and unique associations with love and care.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

BRAND STRENGTH

Rose Petal strengthen brand through focusing on is

differentiation. Rose Petal is not like everybody else
8
its going to be very hard to create a strong brand.
7
6 With respect to relevance, Rose Petal doesnt have to
5
be all things to all people. Not everyone is in its
4
3 targeted market. Rose Petal wants to be relevant,
2 though, with respect to the individuals it believes
1
0
should be seeking out its product. Rose Petal
Differentiaion Relevance differentiated and become relevant to target market,
the strength of brand goes up dramatically.

A good target goal would be to have high esteem

and perhaps lower customer knowledge about the 8
7
product, same case with Rose Petal. From a
6
marketing perspective, it always builds that
5
knowledge. Alternately, its customers have a lot of 4
knowledge about product but dont hold the product 3

in high regard then you have a different marketing 2

1
challenge. Than its important to understand, why
0
there should be a greater appreciation for product or knowledge Esteem
service.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

BRAND TRACKING SURVEY

BRAND AWARENESS

BRAND RECALL BRAND USAGE BRAND RECOGNITION

21%

25%

54%

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 BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

ROSE PETAL I DASHBOARD

Market Opportunity Assessment

Business Model
Customer Interface

Evaluation
Implementation

Matrix Matrix Matrix Matrix Matrix

An additional 50 The Business The process of The generic goal of In the tissue
people once the managing a
Plan is fully most evaluations is to Industry,
new distribution customers
Updated with provide "useful implementation
centre is up and experience with
current feedback" to a refers to post-sales
running. a rose petal
research on variety of audiences process of guiding
tissue is including sponsors,
We have enough Toilet tissue a client from
treating donors, client-groups,
space here and manufacturing purchase to use.
customers as administrators, staff,
well use it well processes. individuals. and other relevant The relationship
constituencies. Most between users and
The way we go to Toilet tissue Empathy. often, feedback is information
market is business plan Customers perceived as "useful" gathering has
definitely unique:
will give guide want to talk to if it aids in decision- traditionally been
products are sold
on where to someone who making. a problem area for
on small stores
acquire Toilet cares about implementation
At Home segment paper making their efforts.
comprises of machine for experience.
tissues that are production.
used for domestic
Our goal is to
purposes.
optimize
Few competitors customer
due to high entry interactions in
barrier in market result loyalty.

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

BRAND ELEMENT I ADVERTISEMENT

LIMITATIONS

Limited Time Period Limited Resources Small sample size for survey

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BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

R E F E R E N C E S

charles. (2011). Brand Elements. . 1 (1), 300.

Marry Maden. (2010). Brand Audit. . 3 (1), 200.
Semia. (2006). Loyalty. research gate. 13 (22), 300.
Dralon, company. brand-references. 2014
behance. Luanda-Brand-Identity
behance, Statoil-1984-Design-(Visual-Identity)

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