Pakistans

Demographics
0-14
years:33.3%

(male 33,595,949/female
31,797,766)

15-24
years:21.5%

(male 21,803,617/female
20,463,184)

25-54
years:35.7%

(male
36,390,119/female
33,632,395)

Greatest
revenue
Generating
Market
Segment

Market Insights
Modern day changes in our society are redefining and
reshaping family roles. Females are now no more confined to
their houses rather they are seen in great number at work
and shopping places. They are actively engaged in the
shopping activity
A growing middle class, rapid urbanization and an increasing
number of women in the workforce has led to an increase in
disposable incomes. Convenience is often the
decidingfactorfor purchasing products and services, many
consumers are becoming brand-conscious and altering their
shopping habits.
This increasing economiccontribution of women to the
average Pakistani household has led to an increase in the
variety of products marketed to women.

While large shopping malls opening up has become common

place in cities like Lahore and Karachi, national newspapers
now carry advertisements for shopping malls in smaller cities
like Dera Ghazi Khan, Sukkur, Sargodha, etc as well.

Women are
the real
retail
shoppers.

When it comes to buying Tissue Papers

DIFFERENTIATION:
CONSUMER INSIGHT AS
THE ENGINE OF
INNOVATION.
respond in a natural way to
the needs of the end-users:
more quantity, more
quality, more comfort.

The introduction of a 2-ply,

and a 3-ply toilet tissue as
an alternative to the
traditional 1-ply product,
shifting the focus from
quantity (54m as the
standard length of a roll) to
quality (user comfort)

CREATIVE AND DARING

CONCEPTS
The black tissue became
publicized all over the
globe, and the notion of
luxury and indisputably
chic

Consumers Want:
thicker, stronger, moister,
quilted, scented,Skin
friendlier, colored,
embossed, branded than
the standard category
products.

Clear visibility of any

new product is
absolutelyFUNDAMENT
ALto the growth.
Majority of consumer
purchase decisions being
taken in a matter of
seconds at the point of
purchase.

Break The Clutter

Customer Engagement

Insanely Different

Be apt to the changing

environment

Interactive Mascots

CARVE OUT A NICHE

Need of your purse, a simple
pack of pocket tissue can
become a necessity.

Your car needs car

cups not the ancient
tissue boxes.

Create a customer base through

women

Tissue papers are bought mostly

as month-end grocery,
conducted by women.

Women are most powerful

consumers in the world as they
control almost 80 percent of the
household spending. And no
longer can the womens
spending powers and influence
be neglected. (Chopra, June
2014 )