Case
ROSE PETAL PAPER PRODUCTS (A)
INDUSTRY :CONSUMER PRODUCTS
AREA :MARKETING
ORGANIZATION :-
LENGTH :7
LUMS No :04-399-87-1
PUBLICATION YEAR : 1987
DESCRIPTION
ABSTRACT:
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.