Rose Petal. 2a3v4h

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I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I

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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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ACKNOWLEDGEMENT

F

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

the continuous 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 ing me spiritually throughout writing this report and my life in general.

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I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I

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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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I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I

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EXECUTIVE SUMMARY Packages Ltd was established in 1956 as a t 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 (D) 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 D. 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. ment 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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I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I

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INTRODUCTION Packages Limited was established in 1957 as a t 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 t 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 t venture agreement was signed with Mitsubishi Corporation of Japan for the manufacture of Polypropylene films at the Industrial Estate in Hattar, NWFP. This project, TriPack 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 t 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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BRAND HIERARCHY

Packages LTD.

Flexible Business Unit

CARTONS Business unit

Consumer Products

Facial Tissues

Coffee Napkins

Tissue Roll

Paper Towel

Party Pack

Wet Tissues

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Fabrication

Panda Pocket Pack

Hand Towel

Paper Cups

Table Napkins

Jumbo Roll

Paper Plates

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I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I BOARD OF DIR ECTOR S Asadullah Khawaja

COMPANY INFORMATION

MARKETING

OPERATION S

DEPARTMENTS

Manufacturing paper and board.

Istaqbal Mehdi 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

O R G A N I Z A T I O N'S CULTURE

Freedom Of Speech

Fostering Innovation.

Rewarding Initiative

Advancement

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 POLICY

pledge is to provide the market with the best quality products at competitive prices through a customer-driven and serviceoriented, dynamic management team.

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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.

PRODUCT DEVELOPMENT

REVERSE CYCLE 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 department work for the modification of packaging

PRE COSTING Get the price of different material and tell to the customer about the rough estimate.

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QUALITY-Quality check (acceptable to customer)

TRIAL-Take the trial first on their own machine and then give trial to customer

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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. CONSUMER PRODUCT

These CWCs provide a great value 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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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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I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I

MARKETING

TULIP

TARGET MARKET 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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I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I

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Pakistan to the retailers and whole sellers.

SWOT ANALYSIS

STRENGTHS

Skilled Workforce

Packages enjoy an educated and skilled work force to 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.

ISO 9001

In compliance with worldwide standards, the ISO-9001 certificate has been awarded to "Flexible line" and "Carton line" of Packaging division.

Large-Scale Economies

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.

Goodwill

No doubt, Packages occupies a respectable and trustable image and market reputation, serving as a valuable asset for the Packages.

Advanced Technology

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 , USA, Switzerland, etc.

Advance Payments

In most of the cases and especially from new customers, Packages deals with the payments in advance. So it has to put less effort to recover the payments.

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WEAKNESSE

MARKETING

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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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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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.5Rs.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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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 Program Investment

Customer Mindset

Market Performance

Shareholder Value

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

TV Commercials

Emotions

High Elasticity

Market share

Magazines Adv

Easy to use

Low entry barrier

Gross Profit

Brand quality

Supplier/ Raw material

Profit A.TAX

Free Sampling

MULTIPLIER

Program Quality

Consistency in growth

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Market Place Condition

Investor Sentiment

Maximum Coverage (khi,lhr,isb)

Local brand no.1

POD w.r.t quality (smooth)

Super marts – Stores

High Market Growth

Clarity in message

Retailers

Dynamic Market with high risk profile.

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BRAND PRODUCT MIX I ANALYSIS

PRODUCT

B R A N D S

(Tissue Paper)

1

Rose Petal

2 Tulip 3 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 Pakistan’s first high speed lamination machine as compare to competitors.

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I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I

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BAND PERSONALITY

PACKAGES LTD.

Rose Petal

Middle upper

Tulips

EVERY BRAND HAVE PESONALITY

Middle - Middle

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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Integrated Marketing Sales Promotion

ROSE PETAL

Personal Selling

ment

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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BRAND PRIMARY ANALYSIS

Brand Loyalty

Brand Awareness

Brand Equity

Perceived Quality

Brand Association

Proprietary Asset

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Brand loyalty for consumer products named as rose petal is presents as customer its s only want rose petal, based on data gathered. Brand awareness of rose 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. 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 associates family with and relations with rose petal as celebrities is endorsed for ment as mostly rose is the sign of love and affection. Packages limited have cost advantages due to bulk buying of raw material and production on large scale.

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BRAND RESONANCE MODEL The final tier of the pyramid deals with the consumer’s 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 Judgment

Performance

Feeling

quality, credibility, consideration and superiority in local 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.

Imagery

Salience

Packages ltd builds a highly salient brand, it develops

awareness campaigns not only build depth ensuring that a brand will be ed 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 consumer’s 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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I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I

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BRAND STRENGTH

Rose Petal strengthen brand through focusing on is differentiation. Rose Petal is not like everybody else 8

it’s going to be very hard to create a strong brand.

7

6

With respect to relevance, Rose Petal doesn’t 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

should be seeking out its product.

0 Differentiaion

Relevance

Rose Petal

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 product, same case with Rose Petal. marketing

perspective,

it

always

From a

builds

that

8

7 6

5

knowledge. Alternately, its customers have a lot of

4

knowledge about product but don’t hold the product

3

in high regard then you have a different marketing

2

challenge. Than it’s important to understand, why

1

there should be a greater appreciation for product or service.

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0 knowledge

Esteem

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BRAND TRACKING SURVEY

BRAND AWARENESS

BRAND RECALL

BRAND USAGE

BRAND RECOGNITION

21% 25%

54%

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ROSE PETAL I DASHBOARD

Market Opportunity Assessment Business Model Customer Interface Evaluation Implementation

Matrix

Matrix

An additional 50 people once the new distribution centre is up and running. “We have enough space here and we’ll use it well” “The way we go to market is definitely unique: products are sold on small stores” At Home segment comprises of tissues that are used for domestic purposes. Few competitors due to high entry barrier in market

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Matrix

The Business Plan is fully Updated with current research on Toilet tissue manufacturing processes.

The process of managing a customer’s experience with a rose petal tissue – is treating customers as individuals.

Toilet tissue business plan will give guide on where to acquire Toilet paper making machine for production.

Empathy. Customers want to talk to someone who cares about their experience. Our goal is to optimize customer interactions in result loyalty.

Matrix The generic goal of most evaluations is to provide "useful " to a variety of audiences including sponsors, donors, client-groups, s, staff, and other relevant constituencies. Most often, is perceived as "useful" if it aids in decisionmaking.

Matrix

In the tissue Industry, implementation refers to post-sales process of guiding a client from purchase to use. The relationship between s and information gathering has traditionally been a problem area for implementation efforts.

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BRAND ELEMENT I MENT

LIMITATIONS

Limited Time Period

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Limited Resources

Small sample size for survey

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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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MARKETING