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Master of Business
Administration
1
PREFACE
This report has been written in pursuance of the requirements for MBA Program. An
attempt has been made in this regard to study in depth the organizational structure,
functions of the marketing department, analysis of the market strategy, procedures,
development and management of products with a view to evaluate the market position
of the company and future prospects. It has been kept in mind to cover all types of
companies, so as to be more precise and accurate in term of rationality. Although
there may be some areas, which may have been left out, that would be shortage of
cost restraints.
2
ACKNOWLEDGEMENT
I am thankful to God Almighty who remains the best support in my rainy days and
now who has enabled me to finish this report, praise to Hazrat Muhammad (P.B.U.H)
who is forever torch of guidance for mankind. It was very interesting as well as tough
.
task for me. I completed it with the help of some nice people
I would also be thankful to all people who have contributed to the accomplishment of
this report. I was very lucky in having a group of people whose critical evaluations
were of great importance during the documentation of this report. Finally, I am deeply
obliged to the whole management of Tri-Pack films Limited, whose considerate and
cooperative guidance to sail through all difficulties that I have faced during the
completion this project. I extend special thanks to the following respective personnel
of the company.
3
TABLE OF CONTENTS
1. Introduction … 6
2. Objectives of studying the organization … 8
3. Overview of the organization … 10
3.1 Brief History … 10
3.2 Nature of the organization … 10
3.3 Business Volume … 17
3.4 Profile of employees … 18
3.5 Product lines … 20
4. Organization structure … 24
4.1 Main offices … 25
4.2 Marketing Operations … 26
5. Structure of the Marketing department … 27
5.1 Number of employees … 28
5.2 Marketing Operations … 28
6. Functions of the marketing department … 30
6.1 Marketing Strategy … 30
6.2 Product Planning, developments and management … 33
6.3 Pricing strategy … 37
6.4 Distributing strategy … 39
6.5 Promotional strategy … 40
7. Critical analysis … 42
7.1 Successes and failures of different products. … 45
7.2 Major competitors of the organization … 49
7.3 Future prospects of the organization … 51
4
8. Short Falls/weaknesses pf the marketing … 52
8.1 Critical analysis of the management patterns … 53
9. Conclusion & Recommendation for improvement … 54
10. References and sources used … 57
11. Annexes I … 58
12. Annexes II … 59
13. Annexes III … 60
14. Annexes IV … 61
15. Annexes V … 62
16. Annexes VI … 63
17. Annexes VII … 64
5
INTRODUCTION
Marketing is the business function that identifies unfulfilled needs and wants, defines
and measure their magnitude, determine which target markets, the organization can
best serve and appropriate products, services and program to serve these markets and
call upon every any in the organization to “think and serve the customer” from a
not a new and campaign on this month’s promotion. Marketing has to be all pervasive
part of every one’s job description, from the receptionists to the board of directors. Its
job is neither to fool the customer nor to falsify the company’s image. It is to integrate
the customer into the design of the product and to design a systematic process for
are too many good chasing to few customers. Some companies are trying to expand
the size of the market. But most are competing to enlarge their shares of the existing
market. As a result there are winners and losers. The losers are those that being
nothing special to the market. The winners are those who, fully analyze needs,
identify opportunities and create value- rich offers target customer groups that
6
Following are five new cornerstones of the new marketing.
7
OBJECTIVES OF STUDYING THE
ORGANIZATION
It is to learn the marketing function having complete marketing network of the
department.
Understanding the ISO 9001 & ISO 14001 and its implementation in the
organization.
department.
lot and moreover I also suggest some valuable proposal for their improvement
in marketing system.
8
BOPP in growing product of flexible packaging not only in Pakistan, also all
9
OVERVIEW OF THE ORGANIZATION
Brief History
The company is listed on the Karachi, Lahore and Islamabad stock exchanges. It has a
paid up capital of Rs. 300 million and its growth revenues have exceeded Rs. 1.7
billion this year. Tri-Pack is ISO 9000 & ISO 14001 certified company.
goods industry.
widely used in consumer goods industry. BOPP is used extensively for biscuits and
Pakistan.
Tri-Pack maintained integrated management system of ISO 9001 & ISO 14001.
Tri-Pack started its operation with one plant having capacity to produce 5400 ton’s
finished BOPP films per annum. To meet the increasing demands of the country and
10
to cater customer needs efficiently in time, the company decided to go into expansion
and added another line of BOPP film in 2001, thus increasing the installed capacity to
manufacturing BOPP film from 5400 ton’s to 10800 ton’s annually. Tri-Pack is now
implementing third expansion plan of setting up 16000 ton’s per annum BOPP film
This project will complete in the end of 2004. While selecting plant and
equipment, due care was taken to ensure that the new production line would be based
Tri-Pack’s BOPP films are the products of state-of-the art technology. This
packaging film is available in five different grades along with some special films;
Plain, Composite, Pearlized, Metallized, tobacco, and special films are Matt finish,
Good printability.
Good sealability.
11
COMPANY INFORMATION
Board of directors Auditors and tax advisor
Hiroshi Kojima
Mujeeb Rashid
Yukio Hasegawa
12
Audit Committee Head Office and Sales Office
Bankers Karachi
Bank of Khyber
13
Works Website
Hattar www.tripack.com.pk
Hattar, N.W.F.P
14
VISION 2010
To increase the value of our customers, shareholders and employees by
maintaining role of market leader in the country while at the same time operating
15
MISSION STATEMENT AND CORPORATE
STRATEGY
We will:
Satisfy our customers with timely supplies of products conforming to quality standard
Achieve sustained growth to meet the growing demand of our customers and also for
edge.
Nurture and inculcate an ethical corporate culture of fulfill our obligations towards
Attract competent staff, develop their professional skills and retain them through
Care for health and safety of our employees and play our due role for a cleaner
environment.
16
Business Volume
The Pakistan credit rating agency (Pvt) Ltd (PACRA), an affiliate of IBCA
limited, UK has assigned this company a long-term rating of “A+” and a short term
rating of “A1“. This confirms a strong capacity of the company for timely payment of
In year 2003, the sales of Tri-Pack increased as compare to previous year. The
2003 2002
17
Profile of Employees
employees, because employees are the backbone of any company. Due to this reason
consultants, IT specialists. Tri-Pack having his own training and development centre
(Syed Maratab Ali training & development centre) in which employees are trained for
different purposes. Company hiring different consultants from major institutes e.g.
Supervisors in 11 ~ 13 grade.
Workers in 01 ~ 07 grade.
18
MAN POWER
Qualifications Numbers
PhD- polymer 02
Electronics engineers 10
Electrical 08
Mechanical 25
Chemical 10
MBA’s 56
Qualified accountants 08
I.T. 05
Graduates 50
Others 60
Total 314
19
Product lines
A product line is a group of products that are closely related because they perform a
similar function, are sold to the same customer group, are marketed through same
grades, and its thickness ranges between 08 to 50 microns. The principle properties of
c) Good printability.
a) Plain film.
b) Composite.
c) Cigarette grade.
d) Pearlized.
e) Metallized.
f) Special films.
20
Plain
Excellent clarity, high tensile strength, good dimensional stability and flatness,
low electrostatic charge, corona treatments on one or both sides and water proof. The
plain film is used for laminating cardboard, general packaging, wrap for fresh flowers,
Composite
This grade has a property of heat seal ability on sides, dimensional stability
and flatness, designed for high speed work ability, low friction, high stiffness, elegant
appearance, heat resistant and heat shrinking capabilities. The composite film is used
Cigarette grade
Cigarette grade both side heat sealable BOPP film is manufactured specially to
suit high-speed cigarette wrapping machines having excellent antistatic and slip with
high seal strength, clarity and moisture barrier properties. Tri-Pack has attained the
competency to manufacture the said grade and currently it is being supplied to the
Pearlized
Pearlized BOPP film is both sides heatsealable one side corona treated film
having uniform thickness, low transparency for minimum see through with good seal
strength. It is suitable for high quality printing, over wrapping and flow pack
21
machines for packaging. The pearlized film is used as a packaging material for
Special films
To get edge over competitions Tri-Pack develops new films for catering
White film.
Strip metallized.
Tobacco shrink-wrap.
Matt finish
22
INDUSTRIES USING BOPP FILMS
Biscuits & Confectionery
Soap and Detergent
Ice cream
Tea
Cigarette
Hosiery, textile and garments
Match
Processed Food & Pasta
Lamination of Books and Magazines
23
ORGANIZATIONAL STRUCTURE
BOD
MD
MM PM FM
24
MAIN OFFICES
HEAD OFFICE
ISLAMABAD
Export
Division
25
Marketing Operations
marketing department has performed all the activities, which are necessary for the
marketing process.
received from, telex, fax, E-mails, and letters. They are directly sent to marketing
process.
Convincing the people to use BOPP instead of polythene and other hazards
Suggestions for Nestle water bottles to use the wrapper of BOPP films
instead of paper.
26
STRUCTURE OF THE MARKETING
DEPARTMENT
MARKETING
MANAGER
Regional Regional
Research & P D Regional
Manager Manager Karachi
Manager Manager Lahore
Islamabad
27
Numbers of Employees Working in the Marketing
Department
and head office Islamabad sixteen persons are working including marketing
manager, research and product development manger and export manger. In south
Marketing Operations
Here are basically six marketing operations that are applicable in Tri-Pack
Films Limited.
I. Market Research
right decisions. Tri-Pack also conducts research about market according to its
28
IV. Market analysis
and get advantages of the most promising opportunities, company also takes
V. Marketing mix
actual picture of the company in them market and feed back also provide base
for next year plan. For this purpose, Marketing personnel’s visit market and
manger.
29
FUNCTIONS OF THE MARKETING
DEPARTMENT
The basic duty of sales executive is to visit the customers at weekly and
monthly basis. Sales executive obtain the order from different customer and send
those all order to planning department in factory premises, as an internal sales order
(ISO). The planning department then filled up all the requirements of customer, where
name of the customer, address, product name, microns, ton’s, properties, sizes,
delivery date are saving in the software of planning department. Production manger,
plant manger and planning manager then setting up the production plan and give
target to the production department. After producing of film, company dispatches that
product to customer via their own direct distribution system. After the successful
If customer found any problem, this is the duty of sales executive to solve that
problem or give them credit note and lift the material, because Tri-Pack have their
Marketing strategy
Marketing strategy reflects the plan and goals at the corporation level and
assigns the role to every employee for the company, which they will have to plan to
through better quality products, which are made according to the requirement of
customers. Tri-Pack expands its market share through new customers by using market
30
penetration strategy. As per analysis of the company this is the best marketing
Major objectives
Satisfaction
with the services of a firm and what they are getting from the firm, they will
definite loyal with the company and always became representative of the
company.
Monitoring
Tri-Pack has assigned some executives to monitor the not only their
market, also monitor the competitors products and services existing in the
adopt those strategies for better results. Because this is an era of competitions
31
and if they do not compete with other in the market, they cannot keep their
32
Product Planning, Development & Management
Product
packaging, color, price, quality, and brand plus the seller’s services and reputation.
BRAND
SIZE QUALITY
PRICE SELLER
REPUTE
PRODUCT
SELER’S
PACKAGING
SERVICES
DESIGN COLOR
33
Product Planning, Development & Management in Tri-Pack
Strategies are need for the managing existing products overtimes adding new
ones, and dropping failed products. Strategies decisions must also be made regarding
branding, packing and other product features such as warranties or money back
guarantee.
Tri-Pack is producing high quality products not only for local market and also
for exporting. The entire products are produced as per the customer requirements.
steps:
i. Generating product ideas
By studying the market trends where the market is moving, what is the
demand?
prospective customers.
Product ideas are evaluated to determine which once warrant future study.
management.
34
Identifies product features.
If the results of the business analysis are favorable, then after the approval
v. Commercialization
shrink-wrap.
The company to get effective and necessary decisions after sharing ideas of
35
To increase the overall production and enhance the efficiency of the
department.
director.
36
Pricing strategy
Price
Pricing is the amount of money or other items which utility needed to acquire a
product. Price has a significant role in the marketing activities of the firm as well as,
the willingness or acceptance of the customers, whenever a firm decides about the
pricing of its products it must have some objectives behind rechecking again.
Tri-Pack is offering the price on the basis of three strategies, which are as follows:
Competitive base
Customer base
Product base
Pricing is an important factor in the marketing process for any company. The
pricing policy of the company should be in such a way that it should produce a
reasonable profit, for the company and satisfy the customer while calculating the price
Fixed cost
Variable cost
37
Fixed cost
It is the cost that remains always same whether is produced large quantity or
low quantity. So companies always try to use their full capacity of production because
Overhead cost
Salaries of staff
Variable cost
It is the cost where per unit variable cost rises as the quantity decrease,
Transportation
Tri-Pack sells directly to their customer at their doorstep, and then price
The profit margin depends upon the condition of the market. If market will be new,
the price will be also new to attract the customers and compete with existing
competitions.
The pricing policies of Tri-Pack vary from product to product and also vary
from local and international market. Sometimes price also vary from customer to
customer. Over all Tri-Pack has flexible price for his entire customer to capture
38
Distribution strategy
Distribution
Market channels are the set of the interdependent organization involved in the
process of marketing a product or services available for the use or consumption. Here
product is transferred from producer to customer and in many cases the system by
which the goods are moved from producer and purchased directly by final customers.
Distribution strategy
leader in the market of BOPP films. Even before a product id ready for market, the
management of the company determine which methods and route will be used to get
it, there at customer end. This requires establishing strategies for the product’s
to deliver the product to doorstep of the customer. Company has their own transport
through trucking. Company has their own go down based in Karachi for local and
export purpose. If customer found any defective material, company’s sales executive
lifts that material and credit note to the customer, no middle man involved in all of
this process. Company has their own distribution setup for export in SriLanka.
39
Promotional strategy
persuade, and remind the market of a product and or the organization selling it in hope
Method of promotion
a. Personal selling
b. Advertising
c. Sales promotion
d. Public relation
e. Publicity
BOPP film is an industrial product; Tri-Pack is using push strategy for local and
international customers.
Company has their own published brochures for all of their products, which
helps customer to get the complete awareness and properties of the product.
Tri-Pack also has their own web site open for all customers and other
concerned ,where all of the in formation are present relevant to company and
product too.
Sales executives also keep in contact with all of the customers of his area and
give presentation about each product during his weekly/monthly visits, and
also facilitate customers via E-mail, telex and fax which is very helpful for
40
Tri-Pack also participating in plastic relevant seminar in Pakistan and
Malaysia, where they gave the presentation about their BOPP films.
Company have arranged for the advertising of his product in the business and
Every person of marketing have very good relationship with their customers,
41
CRITICAL ANALYSIS OF THEORETICAL
CONCEPTS
formal organization driven by letters & memos, every thing is in the published form,
Company has a marketing plan on annual basis and breakdown into quarterly
and monthly targets. Employees are working in friendly environment within the teams
marketing oriented organization and having very excellent setup of their business.
demand. Therefore many complaints are received from customer side, company try to
solve all types of problems faced by their loyal customer. Even company has money
environment for maintaining its market share and maintaining its leadership in the
market.
42
THE ENVIRONMENT DEFINES THE PRODUCT
COMPETITION
HISTORY ECONOMIC
TRENDS
PRODUCT
TECHNOLOGY SOCIAL
TRENDS
MARKET PRESENT
DYNAMICS POSITION
43
Promotion of the product
Company has their polices to promote their products in local and international
market.
The management has a bird eye view on all environments, which affects the
products.
Company is changing its polices as per economic situation of the market and
social trends.
Overall company’s business going well as a market leader, but company should
have to use maximum promotional tools for the advertising of the products in the
local and international market. Such tools are not sufficient to compete the
44
SUCCESS AND FAILURE OF DIFFERENT PRODUCTS
Ideas and opportunities have always been plentiful and there is no reason to
believe that the imagination of mankind has been exhausted. We must understand that
learned. Education is not simply valuable unless it is applied. Product success is the
result of an effective dialogue with the market place. Failure comes when a
Product don’t suddenly appear in on midst and overwhelm us. Most successful
thousand of new and potential customers for the products are created.
45
d) They are developed by small teams. A sense of purpose and mission
e) Key customers often play a central role in their design and incremental
process.
market.
Other things such as good luck, good management and competitor error also help
make these products successful, but continued investment in R&D is the best way to
Failure is on the flip side of the coin from success. More often then not, failure
development. I have observed a number of company and product failures over the
years and in poring through notes. I have noticed that they seem to have several things
in common.
a) The products do not create or expend the market. Generally the product has
b) The people who developed the first product have moved on or are no longer in a
46
c) Due to success of initiate product, arrogance sets in. Success blinds management to
the possibility of failure. They convince themselves that the market will embrace
d) The company loses track of the market guiding influence. In which customer
development.
Marketing should be the guiding influence for companies so that they can adopt,
change, and quickly respond to the needs of the customers and the market.
Overall Tri Pack is producing quality products and most of the products are
successful in the market. Twist wrap is the only product, which was failed in the
market. This product did not meet the requirement of customers, so company stopped
Reasons of failure
product in trial mode and gets the required results. When the product was launched in
the market a lot of complaints received from market that the twist of film
So, the product could not meet the customer requirements, company decided
47
Successful products of Tri-Pack
All products, which are existing in the market, are successful, but in last six
months the research product and development personnel suggest about the trial of
following products.
SHRINK-WRAP
STRIP METALLIZATION
WHITE FILM
All of the above products succeeded in the market and fulfill all the
requirements of customers.
Reason of success
All of the above products are matching with the requirements of customer and
48
Major Competitors of the Organization
competitors of Tri-Pack are imported film manufacturer, but following are local
Here are some major imported film manufacturer competitors of Tri Pack:
Khaleej Industries
49
Major customers using BOPP of Tri-Pack
Tri-Pack has distributed the market in three regions. Following are major
customers of Tri Pack using BOPP for flexible Packaging of their products.
ISLAMABAD REGION
LAHORE REGION
Packages Ltd.
Royal Packages
KARACHI REGION
50
Future prospects of the organization
To meet the customer requirements and capture market share, Tri-Pack goes
BOPP films manufacturing line with annual capacity of 16,000 ton’s at Port Qasim
industrial estate Karachi is in progress. Letters of credits for major plants and
machinery has been established. Construction of civil work is already in full swing
and erection is in completion stage, the production will start in December 2004.
The estimated project cost is Rs. 1.4 billion which shall be finance through
a long term loan of Rs. 1.0 billion locally and remaining amount through company’s
own internal cash resources with the commissioning of third line, BOPP film will be
freely available locally which would help our country to save foreign exchange
Company shall endeavor to retain and enhance their market share and explore
new and safer business opportunities. Efforts will also be made to further improve
efficiency. Company has a plan after successfully completion of BOPP third line, to
maintain their own printing unit in Karachi. Printing of BOPP will enhance the
Tri-Pack has also long term planning capturing international market. Company
will shift BOPP Line – I to Sri Lanka in 2005 and will shift BOPP Line – II to
Morocco in 2006.
51
SHORT-FALLS / WEAKNESSES OF THE
MARKETING DEPARTMENT
has some weaknesses also, which required promoting stability as market leader.
Commerce.
strategies.
department is not correctly analyzing the competitors, which are trading these
products.
52
Critical analysis of the management patterns
Following week areas, which need to be improved of marketing operations of
Marketing department could not capture export market they are only
Visit to new market for awareness of BOPP and flexible packaging in local
Tri-Pack has developed four new products this year, but marketing department
customer complaints.
53
CONCLUSION & RECOMMENDATIONS FOR
IMPROVEMENT
Conclusions
Imported machinery.
Awareness of products
Every department is working with the standards of ISO 9001 and ISO 14001.
Marketing strategies are always made to keep in mind the current market
orders.
54
Recommendations
On the basis of my studies and analysis, following areas are recommended to improve
The company should arrange the proper training program relevant to technical
department.
The company should focus the attention to customer services and proper
The company is going for expansion; therefore company should increase the
The company should improve the communication process among the different
executives.
55
Marketing personnel’s should visit to factory premises for getting product
information, so that they are fully aware the products and its specifications.
56
REFERENCES AND SOURCES USED
For completing this project I have taken help from following books as
references.
As a source for better material of my report, I have taken help from marketing
personnel’s and also from web site of Tri Pack films Ltd.
57
..Annexes I..
ABBREVIATIONS USED
MD Managing Director
MM Marketing Manager
FM Finance Manager
AM Area Manager
RM Regional Manager
Mgr Manager
SE Sales Executive
FP Flexible Packaging
Sciences
58
..Annexes II..
MARKET SHARES
20000 19000
18000 15500
16000
13600
14000 12200 12000
12000 9720
10870 10700
Tonnes
59
..Annexes III..
2000
1800 1750
1600 1540
1400 1215
1200
1000 840
800 665
586
600 455
314
400 160
200
0
1995 1996 1997 1998 1999 2000 2001 2002 2003
Sales in million Rs
60
..Annexes IV..
FINANCIAL TRENDS
61
..Annexes V..
DIVIDENDES
62
..Annexes VI..
63
..Annexes VII..
REVENUE UTILIZATION
Regards,
64