Rose Petal Brand Audit

BBA I COMMECS INSTITUTE OF BUSINESS AND EMERGING SCIENCES I MARKETING

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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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A C K N O W L E D G E M E N T

Firstly, 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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T A B L E O F C O N T E N T

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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E X E C U T I V E S U M M A R Y

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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I N T R O D U C T I O N

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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B R A N D H I E R A R C H Y

Packages LTD.

CARTONS Business unit

Fabrication

Flexible Business Unit

Consumer Products

Facial Tissues Tissue Roll Paper Towel Panda Pocket Pack Table Napkins

Coffee Napkins Party Pack Hand Towel Jumbo Roll

Paper Cups Wet Tissues Paper Plates


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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

pledge is to provide the market with the best quality products at

competitive prices through a customer-driven and service-

oriented, dynamic management team.

C O M P A N Y I N F O R M A T I O N

B O A R D O F D I R E C T O R

S

Asadullah Khawaja

Istaqbal Mehdi

Khalid Yacob

Syed Wajid Ali

(Chairman & Executive)

O P E R A T I O N

S

Manufacturing paper and

board.

Preparing packaging for

hundreds of industrial

and consumer goods.

D E P A R T M E N T S

Finance Division

R&D Department

Sales Department.

Brand Department

Control Department. MIS-Department

Reproduction Department Relations Department.

Other

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

C U L T U R E

Freedom Of Speech Fostering Innovation.

Rewarding Initiative Advancement

Teamwork Mannerism Punctuality

QUALITY

POLICY


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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.

ENVIRONMENT HEALTH & SAFETY (EH&S) POLICY STATEMENT

PRODUCT DEVELOPMENT REVERSE CYCLE

Their existing or new customer

come to them and tells them

about their needs for

modification or packaging of

new products.

RESEARCH & DEVELOPMENT-Their research and development

department work for the modification of packaging

MARKET RESEARCH

They go to the market-check the packaging of different

products which are not made by packages then they come

with new ideas or modification in the existing packaging.

PRE COSTING Get the price of different material

and tell to the customer about the rough estimate.

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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P R O D U C T M I X

CORRUGATED DEPARTMENT

In this department the CWCs

(Corruwall Cartons) are made for the

industrial products like textile

products, little machinery, and sugar

etc. Packages has been producing

CWCs since 1974, which are

manufactured in a variety of sizes.

These CWCs provide a great value

for the in-country distribution and

export of fresh fruits, garments,

shoes and textiles etc.

MAJOR CONSUMER AREAS

Textile Industry Yarn & Poly Products

Food & Beverages Sports Industry

COMPETITORS I MARKET SHARE

for tissues 'PACKAGES' has 80% of

market share that's simply a giant

share. So there is not very intense

competition.

CONSUMER PRODUCT

Rose Petal

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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R O S E P E T A L

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

PRICING

It is for upper upper &

upper middle class so

quality is good and prices

are high

BASES FOR SEGMENTATION

Age (above 18 years)

Income group (upper

upper, upper middle class)

Females (House wives )

TARGET MARKET

Their target market is upper class

middle class & educated people


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.

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.

T U L I P

TARGET MARKET

Their target market is lower and

middle class

BASES FOR SEGMENTATION

Age (above 18 years)

Income group (middle & lower class)

PRICING

The target market for tulip is middle &

lower class so the price of tulip is less as

compare to rose petal

PROMOTION

For the promotion of tissue papers advertising is the

largest promotion tool attracting about 70-80% of

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.


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Pakistan to the retailers and whole sellers.

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S W O T A N A L Y S I S

S T R E N G T H S

Skilled Workforce

ISO 9001

Large-Scale Economies

Goodwill

Advanced Technology

Advance Payments

Packages enjoy an educated and skilled work force to

perform its operations e.g. in Industrial Marketing

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

certificate has been awarded to "Flexible line" and

"Carton line" of Packaging division.

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.

No doubt, Packages occupies a respectable and trustable

image and market reputation, serving as a valuable asset

for the Packages.

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.

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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S W O T A N A L Y S I S

W E A K N E S S E

S

Slow Information Flow

Just Large Orders

High Prices

Longer Lead Time

Information flow between regional offices (of Karachi,

Islamabad) and production lines (Lahore) is not very

quick, improper and manual i.e. by post normally.

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.

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.

Due to a lot of work load, the lead times are mostly

longer so creating frustration in customers and causing

dissatisfaction.

OPPORTUNITIES

THREATS

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.

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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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.

.

P R O D U C T S T R A T E G Y

LEVELS OF PRODUCT


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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.

PRODUCT CLASSIFICATION

CONVENIENCE PRODUCT


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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.

Launch seminars Events Social Media TV Commercials Magazines Adv Free Sampling

High Awareness Value for Money Teenagers Emotions Easy to use Brand quality

Low Price Packet High Stock Value Medium Profits High Elasticity Low entry barrier Supplier/ Raw material

Portfolio inv Private ltd Large Inv Market share Gross Profit Profit A.TAX

Consistency in growth POD w.r.t quality (smooth) Clarity in message

Maximum Coverage (khi,lhr,isb) Super marts – Stores Retailers

Local brand no.1 High Market Growth Dynamic Market with high risk profile.

ROSE PETAL

Customer

Mindset

Marketing

Program

Investment

Market

Performance

Shareholder

Value

Program

Quality

Market

Place

Condition

Investor

Sentiment MULTIPLIER


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B R A N D P R O D U C T M I X I A N A L Y S I S

PRODUCT (Tissue Paper)

A N A L Y S I S

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.

B R A N D S

1 Rose Petal 2

Tulip 3

Panda


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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.

BAND PERSONALITY

PACKAGES LTD.

Rose Petal Tulips

Middle - Middle Middle upper

Smooth

Reliable Sentimental

Successful

Recently increasing

market of disposable

product, tissue market

doing well, its overall

share is about 60%.

EVERY

BRAND HAVE

PESONALITY


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ROSE PETAL

EDLP Stores

Direct Selling

Satisfying need

profitably

Tulip

Advertisement

Personal Selling

Sales Promotion

Integrated Marketing

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.


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B R A N D P R I M A R Y A N A L Y S I S

Brand Equity

Brand Loyalty

Brand Awareness

Perceived Quality

Brand Association

Proprietary Asset

Brand loyalty for consumer

products named as rose

petal is presents as

customer its users 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 advertisement

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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B R A N D R E S O N A N C E M O D E L

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

Judgment Feeling

Performance Imagery

Salience

Rose Petal maintained brand extension as what counted as

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.

Packages ltd builds a highly salient brand, it develops awareness 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 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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B R A N D S T R E N G T H

0

1

2

3

4

5

6

7

8

knowledge Esteem

Rose Petal strengthen brand through focusing on is

differentiation. Rose Petal is not like everybody else

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

With respect to relevance, Rose Petal doesn’t have to

be all things to all people. Not everyone is in its

targeted market. Rose Petal wants to be relevant,

though, with respect to the individuals it believes

should be seeking out its product. 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. From a

marketing perspective, it always builds that

knowledge. Alternately, its customers have a lot of

knowledge about product but don’t hold the product

in high regard then you have a different marketing

challenge. Than it’s important to understand, why

there should be a greater appreciation for product or

service.

0

1

2

3

4

5

6

7

8

Differentiaion Relevance


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21%

54%

B R A N D T R A C K I N G S U R V E Y

BRAND USAGE BRAND RECALL BRAND RECOGNITION

BRAND AWARENESS

25%


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R O S E P E T A L I D A S H B O A R D

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

The Business Plan is fully Updated with current research on Toilet tissue manufacturing processes. Toilet tissue business plan will give guide on where to acquire Toilet paper making machine for production.

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

Empathy. Customers want to talk to someone who cares about their experience.

Our goal is to optimize customer interactions in result loyalty.

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

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

Market Opportunity Assessment

Business Model

Evaluation

Customer Interface

Implementation

Matrix Matrix Matrix Matrix Matrix


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B R A N D E L E M E N T I A D V E R T I S E M E N T

L I M I T A T I O N S

Limited Time Period

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)

Rose Petal Brand Audit

Presentations & Public Speaking

Transcript of Rose Petal Brand Audit