| Author | Irfan, Muhammad |
| Call Number | AIT RSPR no. SM-95-44 |
| Subject(s) | Marketing channels--Pakistan
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| Note | A research study in the partial fulfillment of the requirement for the degree of Masters of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-95-44 |
| Abstract | This research report is an attempt to analyze the distribution channel of Rose Petal tissue products of Packages Limited in the Lahore market. The objective of the study is to assess the compatibility of the channel strategy with the marketing strategy, suitability of channel structure and the conflicts in the inter-channel relationships. The focus of the study is the channel which serves the consumers not the institutional customers. Three pronged approach of in-depth interviews of the management, in-depth interviews of the distributors and survey of retailers was used. A sample of 37 retailers was taken for the retailer survey. The analysis shows that Rose Petal which is the market leader is highly successful in generating pull at the end of the channel whereas Flying, the number two brand, has made a successful market entry by using a push strategy. In addition to giving incentives to channel members Flying is also putting in good efforts for visible shelf space. The channel members of Rose Petal are not satisfied and least motivated by the incentives given by Rose Petal as they are close to nothing. This may lead to problems in the inter-channel relationship in future as Flying has started to generate consumer preference as it is softer than Rose Petal. The report gives some recommendations in order to deal with the acquisition of visible shelf space at the retail outlets and also how to motivate the channel members |
| Year | 1995 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-95-44 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration in International Business (Publication code = SM) |
| Chairperson(s) | Speece, Mark |
| Examination Committee(s) | Hertzberg, Ellen;Khang, D. B. |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1995 |