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 CupsWet 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 NB 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
Sa
Br
Control Department. MI
Reproduction Department Re
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 DEVELOPMENTREVERSE 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 PTARGET 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.
v
S W O T A N A L Y S I SS 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 SW 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 - MiddleMiddle 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.

20
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 USAGEBRAND RECALL BRAND RECOGNITION
BRAND AWARENESS
25%

24
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

25
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

26
RE 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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