A Marketing plan for Packaging Products Corporation corrugated cartons

Date of Publication

1994

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

Corrugated carton is an industrial product most widely used for making shipping boxes. It is an almost homogenous product that is manufactured into boxes according to customer design and size specifications. It is in this regard that Packaging Products Corporation (PackPro) implements a strong customer satisfaction program based on consistent quality and service reliability to differentiate and position itself from its major competitors like Steniel, Dowell, Unibox and Johannesburg.

The target market for corrugated cartons are the domestic and export processing markets.

This paper recommends marketing strategies and promotional programs to achieve the following for 1995 1) increase sales volume by at least 15% 2) increase market share from 20% to 22-25% and maintain 2nd spot and increase profitability from the projected 8% to 10%.

Prices of PackPro corrugated carton boxes are higher than most of its competitors. However, maximization of the base markets to cover total fixed costs will give the company an opportunity to lower prices and match the competitors' aggressive pricing strategies.

PackPro's corrugated carton products are distributed nationwide although 90% of total sales will come from the Metro Manila Area where most of the customers' offices are located.

Sales Promotions are broken down into three: Free Use of PackPro's Testing Facilities Customer Education Seminars and Seasonal Give-Aways.

Total investment for this promotional program is P 193,655.

Evaluation of the effectivity of the programs recommended in this paper shall be done through sales tracking and through the Year-End Company Performance Evaluation. Another indication will be the number of customers who will switch from competitors to PackPro.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09842

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

49 leaves

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