Details

Case

ROSE PETAL PAPER PRODUCTS (A)

KENNEDY J R & HAQUE E

INDUSTRY : CONSUMER PRODUCTS

AREA : Marketing

ORGANIZATION : -

LENGTH : 7

LUMS No : 04-399-87-1

PUBLICATION YEAR : 1987

KEYWORDS:

Advertising, communication strategy, personal selling, budgeting

DESCRIPTION:

The Product Manager of RP Paper Products was considering adopting an aggressive marketing strategy to accelerate the growth of the paper market. This entailed an active advertising and promotion campaign in which the increased budget could either be divided between advertising and personal selling, or spent on media advertising entirely. Issues like primary demand, advertising and promotion, budget size, and mass marketing versus personal selling are discussed.

LEARNING OBJECTIVES:

SUBJECTS COVERED:

Marketing