Presentation

Presented to:

Mr. Ashfaq khan Date: 16 May 2012

Group Members:

Sheikh Bilal Jamil (BS322673)

Sheikh Ehsan Ul Haque (AS383241)

Shazeb khan

Aun Ali

Umer Maniya

PROJECT PAKOLA

Background:

  Mr Haji Ali Muhammad launched Pakola on

14th August 1950 and it was produced by Mehran bottlers PVT LTD and Gul bottlers PVT LTD.

  Pakola is one of the most popular brands in

Pakistan

Marketing Strategy:

Mission: 

The company’s mission is to provide its consumers all over the globe

It also provides opportunities for growth to its employees and the communities in which they operate.

Vision: 

Pakola has and will fulfill its promise to provide international quality beverages

Objectives: Continuously globalize the business with un-matched

quality and services to the consumers

Business Portfolio  Pakola Ice Cream Soda Pakola Orange Pakola Raspberry

The Strategic Business Units (SBUs) of Mehran Bottlers:

  Apple Sidra Bubble up Double Cola Vital Water

Marketing campaign of “Hara Hara Pakola” was one of the most successful advertisements for the drink to date.

Marketing Mix:

Product:  Pakola is available in six flavors:

Pakola Ice Cream Soda

Pakola Orange

Pakola Raspberry

Pakola Lychee

Pakola Fresh Lime

Pakola Vino

Product

Product Attributes:

Quality

Features

Branding

Packaging

Product

The Major competitors of Pakola include:

  7-UP Coca Cola Fanta Mountain Dew Mirinda Pepsi Sprite Sting Slice

Product

Price: The prices of all brands are almost at par with its

major competitors such as Pepsi and Coke.

On the official website of the company, you can

place an order from anywhere in the world with a

10% discount.

In sum, the prices of all brands are adequate. Pakola charges the right price for the quality it provides.

Price

Pakola’s pricing strategy and the factors effecting it:

Cost-based Pricing

There is significant economic pressure on the beverage industry in Pakistan

Thus the prices only differ in terms of the different packaging.

Price

Promotion: The Promotion Mix of Pakola consists of the

following:

  Advertising on TV, Radio, press and Pakola’s

web portal. Sales Promotion Public Relations Direct marketing

Promotion

Sales Promotion:

The basic purpose of the sales promotions is to induce the customers to buy. Pakola uses two kinds of promotional tools:

  Consumer Promotion 

Trade Promotions

Promotion

Target Market: Companies do best when they define their target

markets carefully and prepare a tailored marketing program.

Pakola’s target market is the masses. Domestically Karachi has been the main focus since 1950s.

Promotion

Place: Distribution is the main and biggest problem of the

Mehran Bottlers

Pakola's domestic market is mainly Karachi. Pakola is concentrating on providing its drinks in schools so that brand loyalty is created at younger level.

Pakola also exports to international markets of Australia, New Zealand, Africa, Ireland, U.S and Canada

Place

Marketing Distribution Channels:

Value Chain:

Suppliers Mehran Bottlers Distribution Channels

Retail Channels

End Customer

Place

THREATS AND OPPORTUNITIES THREATS: Lack of promotion by Mehran bottlers

Problems with distribution networks.

Lack of availability in regions other than Sindh.

Opportunities: Improved Distribution network can bring more

sales.

Pakola can explore markets such as Lahore to ensure the product’s availability.

Market Segmentation: SEGMENTING LOCAL MARKETS:

Geographic: Provincial/Cities Density

Demographic: Age Gender: Income Group: Nationality

Psychographic: Social Class Personality

Behavioral: Occasions User Status: Loyalty Status:

Segmenting International Market:

Geographic

Demographic

Selecting Target Market Segments: Undifferentiated (mass) marketing

Differentiation and Positioning

Brand Positioning:

Pakola positions itself on strong values and patriotic beliefs of people. Being the first and the only carbonated drink manufacturer of Pakistan.

Careful considerations were taken when deciding the brand name, the result being Pakola which stands for “Pakistani Cola”.

Product Life Cycle: At maturity, the strong growth in sales diminishes as it

has for Pakola since the introduction of Pepsi in the 1970s

Lychee flavor is at the maturity stage as are the other flavors like Raspberry, Orange and Vino.

The packaging options for Fresh Lime are similar to that for Ice Cream Soda which means many variants are available in the market, making this more appealing to the consumer.

BUDGETS• Budgets are an essential part of the marketing plan.

• Pakola’s assumed sales per year are 10 million rupees or 1 million crates.

• The assumed profit per year is 182000000 rupees.

• The assumed total cost of production is 8 rupees per unit.

SHEIKH EHSAN UL HAQUE

SHEIKH BILAL JAMILUMER MANIYASHAHZEB ALI

AUN ALI

Credits

THANKYOU