Details

Case

Educator Copy

ROSE PETAL PAPER PRODUCTS (B)

HAQUE E


INDUSTRY : CONSUMER PRODUCTS

AREA : Marketing

ORGANIZATION : -

LENGTH : 10

LUMS No : 04-557-88-1

PUBLICATION YEAR : 1988

DESCRIPTION

KEYWORDS:

Advertising, communication strategy, budgeting


DESCRIPTION:

The case takes up the issues a year after the company decided to spend a major portion of its 1986 advertising budget on media advertising (see case A, Lums No. 04-399-87-1). The Marketing Manager felt that the advertising fund would have been better utilized if it had been spent on personal selling. The Consumer Products Manager, Saleem had to present the 1987 advertising plan for RP paper products to his boss, the Marketing Manager, Maqsood Ahmad Khan.


LEARNING OBJECTIVES:

N/A


SUBJECTS COVERED:

Marketing