Report on Re Launching of Mecca Cola in Pakistan

RE-LAUNCHING OF MECCA-COLA

M. BILAL KHAN (2642) IUGC



ACKNOWLEDGEMENT

　

I owe our gratitude to Allah Almighty whose shower of blessings and kindness has been on me through out the working on these pages. It is His help that I finally able to compile this document.

I would take this opportunity to thank Dr. MAK Chisti, our teacher for the course of Strategic Marketing Management at the IQRA University Karachi, for his valuable support and encouragement which he has offered. His words of wisdom will always be remembered, and I am convinced that the knowledge of strategic marketing management that he has imparted would go a long way in making good marketers and helping us all through our professional career.

This report cannot be solely attributed to my effort but it is indeed the joint effort of many friends and well-wishers. There were times in the course of preparing this report when things were tough and the future seemed dark. It could not have been possible to write it, without the immense help of a few individuals to whom I would like to offer my gratitude.

So I would like to thank all my friends and those retailers and wholesalers who provided sufficient information needed to complete this report on Re-launching Strategies of Mecca-Cola.



Executive Summary

Purpose of this project is to develop the strategies for the re-launching of Mecca-Cola in Pakistan. Mecca Cola when launched in Pakistan became a reputable brand due to its Islamic association and good taste. It is a multinational company, which operates in some parts of the world. In Pakistan It also had proved itself to be one of the best soft drink brands.

There were certain for which Mecca-Cola proved to be a failed brand in Pakistan. Some of these reasons include conspiracy of giant brands like Pepsi and Coca-Cola against the new born baby i.e. Mecca-Cola, also some NGO’s were forced to start a campaign against Islamic name of Mecca-Cola. In this report we will discuss the strategies which can be used to re-launch Mecca-Cola in the Pakistani market and it is hoped that after adapting these strategies Mecca-Cola can again become a popular brand amongst the Pakistani people. If Mecca-Cola is re-launched in Pakistan Pepsi and Coca-Cola will be its primary competitors.



TABLE OF CONTENTS1. COMPANY PROFILE2. BRAND PHILOSOPHY3. CURRENT MARKETING SITUATION

a. MARKET DESCRIPTIONb. A REVIEW OF COMPETITIONc. PEPSICOd. INTRODUCTIONe. PEPSI PAKISTANf. SWOT ANALYSIS OF PEPSI

4. OBJECTIVES 5. MACRO-ENVIRONMENT

a. DEMOGRAPHIC FACTORSb. ECONOMIC FACTORSc. PHYSICAL FACTORSd. POLITICAL AND LEGAL FACTORSe. SOCIAL AND CULTURAL FACTORS

6. SWOT AND ISSUE ANALYSIS7. MARKETING STRATEGIES

a. POSITIONINGb. BASIS OF DIFFERENTIATIONc. PRODUCT DIFFERENTIATIONd. IMAGE DIFFERENTIATION

8. PRODUCTa. PRODUCT REVIEWb. PRODUCT ATTRIBUTESc. BRANDINGd. PACKAGINGe. LABELING

9. PRICINGa. PRICING OBJECTIVESb. PRICE COMPARISON WITH DIFFERENT PLAYERS

10. PLACEMENTa. PRODUCT OUTFLOWb. CHANNELS OF DISTRIBUTION

11 PROMOTIONa. TVCsb. TEASERSc. AWARENESSd. FULL FLEDGED PROMOTIONe. NEWSPAPERS AND MAGAZINESf. BILLBOARDSg. SALES PROMOTION



COMPANY PROFILE

Mecca-Cola was launched in France, in November 2002, by Tawfik Mathlouthi, as a means of aiding Palestinians by tapping into demand for alternative products in European countries. He had been inspired by a popular Iranian soft drink, Zam Zam Cola and only decided to launch his own brand when he was unable to agree on terms for a distribution contract with Zam Zam.

Mecca-Cola is now sold in some parts of the Arab World as well as in certain regions of Europe. It has also been bought and consumed in certain parts of the United States, Britain, India and Canada. Although the product was created in France, the company is currently based in Dubai in the United Arab Emirates. Part of its corporate philosophy is its pledge to donate 10% of its profits to fund humanitarian projects (such as schools) in the Palestinian territories, and another 10% to charities in the countries in which the drink is sold — particularly (to quote its website), "associations who work towards peace in the world and especially for peace in the conflict between Palestinians and fascist Zionist apartheid". This activist stance is reflected in the company slogan, which appears on all its products: "Shake your Conscience." Every can also has the request that people avoid mixing the drink with alcohol.

In addition to several different presentations of its cola, the company also sells a range of fruit-flavored soft drinks under the Mecca-Cola name. The company was the sponsor of — and Mecca-Cola the official drink of — the October 2003 Summit of the Organization of the Islamic Conference (OIC), held in Malaysia.

BRAND PHILOSOPHY

Mecca-Cola is the new hope for the Muslims all around the globe to protest against the unjust policies of U.S.A and the practical initiative towards the prosperity of Muslims wherever in the world they are in trouble, with special context to Palestinians.

Soft drink is the means of eradicating thirst and feeling refreshment. Most of the revenues generated by the U.S based beverages like Pepsi and Coca-Cola are based



on the consumption of Muslim community. The significant portions of these revenues are paid to U.S government in the form of taxes, which they employ on their defense budgets which includes developing destructive weapons and other war items. All these weapons are used mostly in Muslim areas like Iraq, Palestine, Afghanistan etc.

What we can do in this hazardous situation! Of course the answer is that we can boycott these beverages which are providing funds in shape of taxes which are used for the destruction of innocent people. We recognize the needs of people and that is why along with the boycott of U.S based beverages, we have launched the high-quality and rich in taste “MECCA-COLA”.

Mecca-Cola is not only a beverage but it is the voice against injustice and the means of helping deserving people in Palestine, Iraq and Afghanistan. We are backed up by the passion of reacting not through war but through peaceful way and we are sure that success is not so far.

In Birmingham Post 01-07-2003, it was published that at the launching ceremony of Mecca-Cola in UK the creator of the brand Mr. Tawfik Mathlouthi said: 'This is not just a beverage; this is about boycotting American products.’

CURRENT MARKETING SITUATION

MARKET DESCRIPTION

The soft drinks set to become world's leading beverage sector. Global consumption of soft drinks is rising by 5% a year. The soft drinks market in Pakistan enjoys dynamic growth in both volume and value terms. Carbonated drinks have become part of the culture in Pakistan and multinational companies have maintained standards over the years to provide the nation with high-quality drinks. Rural areas of Pakistan have driven sales of carbonated drinks to new heights as more than 60 percent of the population resides in rural areas and young consumers are more attracted to advertising. Pepsi is the most popular and leader brand in the Pakistani market and is consumed by children and adults alike. Coca-Cola is the second



favorite soft drink after Pepsi. Both these giant companies have been ruling since long time on the soft drink marker not only in Pakistan but all around the globe.

In the current market of soft drinks there are certain players in action. Some of them are market leaders, some are challengers and some are followers. They can be categorized as follow:

LEADER CHALLENGER FOLLOWER NICHER

Pepsi Coca-Cola

Mountain Dew

7-up

Sprite

Mirinda

Bubble-up

Amrit-Cola

Etc.



A REVIEW OF COMPETITION

PEPSICO

INTRODUCTION

Pepsi International is a world renowned brand. It is a very well organized multinational company, which operates almost all over the world. They produce, one of best carbonated drinks in the world. Pepsi is a symbol of hygiene, quality and service, all over the world. Pepsi is producing Cola for more than 100 years and it has dominated the world market for a long time. Its head office is in New York.

PEPSI PAKISTAN

The market in Pakistan is surely dominated by Pepsi. It has proves itself to be the No.1 soft drink in Pakistan. Now days Pepsi is recognized as Pakistanis National drink. In 1971, first plant of Pepsi was constructed in Multan, and from their after Pepsi is going higher and higher. Pepsi is the choice soft drink of every one. It is consumed by all age groups because of its distinctive taste. Compared with other Cola in the market, it is a bit sweeter and it contributes greatly to its liking by all. Consumer’s survey results explain the same outcome and Pepsi has been declared as the most wanted soft drink of Pakistan.

Pepsi's greatest rival is Coca Cola. Coca Cola has an international recognized brand. Coke’s basic strength is its brand name. But Pepsi with its aggressive marketing planning and quick diversification in creating and promoting new ideas and product packaging, is successfully maintaining is No.1 position in Pakistan. In coming future Pepsi is also planning to enter into the field of fruit drinks. For this purpose it has test marketed its mango juice in Karachi for the first time.

When Pepsi was introduced in Pakistan, it faced fierce competition with 7up, lemon and lime drinks, which was established during 1968, in Multan. Pepsi introduced its lemon and lime, "Teem" to compete with 7up. It successfully, after



some years, took over 7up, and this enhanced Pepsi's profits and market share. In Pakistan, Pepsi with 7up enjoys 70% of the market share where as the coke just has 20% markets share.

Pepsi is operating in Pakistan, through its 12 bottlers all over Pakistan. These bottlers are Pepsi's strength. Pepsi has given franchise to these bottlers. Bottlers, produce, distribute and help in promoting the brand. Pepsi also launched its fast food chain KFC i.e. "Kentucky Fried Chicken.”

Here are some of the products by PepsiCo Pakistan:

PEPSI COLA, MIRINDA, TEEM, 7UP, MOUNTAIN DEW, DIET 7UP, DIET PEPSI, LAYS, KURKURE, AQUAFINA, PEPSI TWIST AND TROPICANA JUICES.

SWOT ANALYSIS OF PEPSI

SWOT Analysis, which is based on thorough review of the business (corporation, product category competition, customers and products), identities and evaluates the internal strengths and weakness of the companies well as its external threats and opportunities. The marketing mix is driven by the results of the SWOT analysis.



　STRENGTHS Demand of Pepsi is more than its

competitors. Company has a very established name

and a good reputation. Pepsi has large market share than its

competitors. As the target customers of Pepsi is young

generation, so Pepsi has more brand loyal customers.

Most of the customers are satisfied with the price of the Pepsi.

Pepsi is an international company and it has a very strong position internationally.

The environment of factory is very good and attractive.

Pepsi spends a lot of budget on its advertising.

Pepsi has a very vast distribution channel and it is easily available everywhere.

Employees are also motivated. Pepsi offers many discount schemes for

customers time to time. Pepsi Cola is sponsoring sports, musical

concerts, walks. The location of the Pepsi plant is utilized

that all major markets of Lahore are within the reach of the Pepsi plant within 30-45 minutes.

WEAKNESSES Pepsi does not offer any sort of

incentive or discount to its retailers. Pepsi target only young customers in

their promotions. Crown of the disposable bottle is not

good. Demand of disposal bottle is

declining. Pepsi tin pack is not available in far

off rural areas. Pepsi is not considering many

potential outlets like hotels, college canteens etc.

OPPORTUNITIES Company may start entering rural areas

also. The company may also diversify its

business in some other potential business. Increased interest of people in musical

groups, cultural shows and sports has provided an opportunity for Pepsi to increase its sales through them.

THREATS The main competitor of the company is

the Coca Cola. At the international level, Pepsi has a

very strong competition with Coke. Coke has started its advertisements more effectively to increase their demand and it is a very strong threat for Pepsi.

Cola drinks are not good for the health so the awareness level of the people is increasing which is big threat.



OBJECTIVES

The objectives of Mecca-Cola:

“TO BECOME THE FIRST PRIORITY OF PEOPLE WHEN IT COMES TO SOFT DRINKS”

To anticipate the aspiration of consumers and customers and to respond creatively and competitively.

Total commitment to exceptional standards of performance and productivity, to working together effectively and to a willingness to embrace new ideas and learn continuously.

To maintain highest standards of corporate behavior towards employees, consumers and the societies and world to acquire success.

The major points are as follows:

o Sales growth

o Revenue

o Market positioning

o Enhance Market shares

o Customer satisfaction

o Goodwill & reputation



Macro-Environment

The macro environment consists of the larger societal forces that affect the microenvironment. The external factors are not under the control of the marketers; they can just observe them and make strategies in light of these factors. Some of these factors are given below:

DEMOGRAPHIC FACTORS

Age

The requirements of different age groups are different. Mecca-Cola should target that age group that consumes it the most and make promotional strategies according to their behavior. So their main target is the young generation.

Population Distribution

Population distribution means how much population lives in urban areas and rural areas. In Pakistan almost 35 % population resides in urban areas and 65% population lives in rural areas. Mecca-Cola should focus on both rural and arban areas. Pepsi and Coca-Cola are focusing on urban areas as people there are more inclined towards such beverage while people in rural areas are more inclined drinking lassi and desi drinks. So it is an opportunity for Mecca-Cola to grow its market by targeting both the populations i.e. rural and urban.

ECONOMIC FACTORS

Income and Income per Capita



If the income level or per capita income of the people increases, it will have a positive effect on the consumption of Mecca-Cola.

Inflation

If the country faces inflationary trend in the market, the price of the Mecca-Cola will ultimately increase which will lower its demand.

Consumption Behavior

Pakistan is a consumption oriented society. Due to demonstration effect the people are more inclined towards consumption than saving. So the people of Pakistan spent heavily on food items. Hence Mecca-Cola could gain a good market share in the present circumstances.

Income Distribution

It means how much is in the hands of rich and poor class. In Pakistan 10% rich people posses 93% of wealth and 90% people posses 7% of wealth. If there is balanced distribution of income in the country, the consumption of the people will increase hence increasing the sales of beverages as well.

Aggregate Demand

In case of Mecca-Cola, aggregate demand of the product increases in the season of summer as the hot weather makes the consumers want to drink more.

Aggregate Supply

In summer season to cope up with the increasing demand they have to increase the aggregate supply of their product.

Economic Policies

Some of the economic policies which can affect the market of Pepsi are discussed below:

Fiscal Policy



It is the policy of taxes. If heavy tax is levied on Mecca-Cola then its price will rise having negative affect on its consumption.

Monetary Policy

Monetary policy is made to restrict or increase the supply of money in the market. If policies are made to restrict the flow of money in the market, inflation can be controlled hence increasing the real income of the people which will ultimately affect the consumption of Mecca-Cola.

Price Policy

If price of Pepsi is increased its demand will decrease and vice versa.

Income Policy

If income of the people will increase their purchasing power will increase and hence increasing the market share of Mecca-Cola.

PHYSICAL FACTORS

Region

Pakistan is divided into different geographical regions. Marketing and sales of Mecca-Cola is different in different geographical regions. In hot areas its demand would be more.

City Size

The cities which are densely populated the consumption of Mecca-Cola would be more.

Climate

Mecca-Cola is more suitable for humid or hot weathered countries like Pakistan. It is a source of refreshment when a person is thirty due to the hot weather.



Infrastructure

Roads would be the basic need for transportation of Mecca-Cola from one place to another. Mecca-Cola cannot open factories in every city of Pakistan so it has to transport it to other cities where Mecca-Cola will be demanded.

Electricity is the basic necessity for production of any product. Constant load shedding slows down the process of production which leads to less production and low market share.

POLITICAL AND LEGAL FACTORS

Political Stability

Whenever the government is considered to be stable, the business will flourish. If there is political stability in the country the policies and strategies made by Mecca-Cola can be consistent to be implemented. Foreign companies are also keen to invest in those countries which are politically stable where they have no fear of decline in their market share or shut down due to sudden change of government.

Mixed Economy

In mixed economy government and private sector both plays their role in developing the economy of the country. Investment by foreign companies like down is more likely to flourish in mixed economy.

SOCIAL AND CULTURAL FACTORS

Psychographic

It is a combination of demographic and psychological factors. Psychological attributes mean how you perceive things. Mecca-Cola will have focus on the behavior of consumers and make different changes in their product quantity or quality and in promoting their product so that they can attract the customers. Keeping in view that the behavior of different consumers is not alike they have to



make their marketing strategies in accordance with their requirements so that they are convinced to buy the product.

Religious

The association of the name of Mecca-Cola with Islamic values should be positively promoted to avoid any conspiracy against the brand as it has experienced in past. It could make huge impacts on the market share of Mecca-Cola.

Religious factors can influence the market sales of Pepsi and Coke as it happened in 2003 when the U.S-led attack on Iraq, wide sections of society in Pakistan has banned American multinationals Coke and Pepsi.

Media

It is a very important factor for marketing. Media these days is a very effective way of inspiring people to buy a specific product. A good promotion can boast up sales to a great extent.



SWOT ANALYSIS OF MECCA-COLA

STRENGTHS

Strong financial backup of the UAE based organization

Inspiring Brand name in the Pakistani environment

Product quality is competitive much better than the past

Low Price as compared to competitors

Heavy promotional budgets on teasers, awareness and persuasion

Highly available in rural areas and urban areas

Number of variants

WEAKNESSES

Brand name representing the Islamic values only which could not be effective in attracting non-Muslims.

Fewer plants than competitors in the start

As a new comer Mecca-Cola is yet to develop mutually beneficial relationships with suppliers and distributors

OPPORTUNITIES

Developed market of CSD in Pakistan

High expectation of gaining large market share due to Islamic republic

Charity cause may attract large number of customers

Competitors are not addressing rural areas aggressively and people of rural areas can be more effectively fascinated due to charity purpose and Islamic values

THREATS

Recession can be a major factor that can adversely affect the customer base

Unpleasant Law and Order situation in Pakistan

Misuse of Brand name is so obvious in Pakistan

Conspiracies and campaigns against brand name may affect its reputation



MARKETING STRATEGIES

POSITIONING

POSTIONING STATEMENT

“A soft drink for everyone who desires refreshment. Mecca-Cola is the only beverage that offers the paramount taste and refreshment. We are the voice

against injustice”

A soft drink for everyone who desires refreshment. Mecca-Cola is the only beverage that offers the paramount taste and refreshment. We are the voice against injustice

Mecca-Cola is a soft drink which complements rich taste and paramount refreshment available in different flavors.

Unlike Pepsi and Coke (both of them accompanying the U.S policies against the Muslims by providing funds in terms of heavy taxes), Mecca-Cola is not only a beverage but is a voice against injustice which is directed towards helping the poor victims of U.S policies which is reflected by the fact that its 10% revenues are aided to the poor destructed Palestinians and 10% revenues given as the charity purpose of Pakistani needed community. In addition to this Mecca-Cola is available at lower prices than competitors.

Basis of Differentiation

There are many bases on which a product can be differentiated but Mecca-Cola will be differentiated on the basis of following:

Product Differentiation

Mecca-Cola should emphasize its differentiation from its competitors on the basis of brand, quality, taste and variants. Mecca-Cola is globally available in different



variants and it should be launched in Pakistan with all its variants to attract the large number of buyers.

Image Differentiation

The image of Mecca-Cola is associated with Islamic values and it will be an edge for Mecca-Cola over its competitors in Islamic country like Pakistan because here people prefer Islamic values and this will help a lot in differentiating Mecca-Cola. Another plus point is that the U.S and Jewish lobbies and policies are known to everyone, and this point could also be emphasized that boycotting the U.S based beverages and preferring Mecca-Cola is the way to help the poor Muslims around the globe.

PRODUCTThe first and basic P of the marketing mix is product. A review of product variants by Mecca-Cola is as under:

PRODUCT REVIEWQuantity Price in Rupees

Jumbo 80

1.5 Liters 65

1 Liter 37

500ml 26

250ml 15



Tin 25

The product itself includes further descriptions.

Product Attributes

Branding

Packaging

Labeling

Product Attributes:

The ingredients in the Mecca-Cola should contain all of the elements that are essential for a refreshing and tasteful drink like:

Ω Energy Ω Protein

Ω Sodium Ω Caffeine

Ω Carbohydrates Ω others

Ω Sugar

All elements should be used after a careful research about the preference of the consumers.

Branding:The brand name Mecca-Cola will take its time to make its place in the consumers’ mind



because it will come back after a long gap and consumers’ will recognize it depending on the promotional strategies of the Mecca-Cola which are discussed later.

Packaging:Mecca-Cola should come up in different packages:

Regular bottle

Tin cane of 330ml

Pet bottle of 500ml

1.5 liter bottle

2.5 liter bottle

The management should make sure that the brand name of Mecca-Cola should be visible in each type of packaging to emphasize the brand. Colors should be chosen keeping in mind the refreshment, taste and quality of the product.

Labeling:The label should contain the ingredients information and the quantity of the drink. The label of the Mecca-Cola should be attractive having written the Mecca-Cola in the middle of the bottle and tin, and the label should contain the slogan or basic idea behind the product that is to help and protect the innocent Muslims.



PRICINGOne of the four major elements of the marketing mix is price. Pricing is an important strategic issue because it is related to product positioning. Furthermore, pricing affects other marketing mix elements such as product features, channel decisions, and promotion.

PRICING OBJECTIVES

The firm's pricing objectives must be identified in order to determine the optimal pricing. For Mecca-Cola the pricing objective is to maximize the market share. To meet this objective, price penetration strategy should be employed.

Price should not be too low than the price which the competitors are charging otherwise the brand’s image will be affected negatively and there is a threat that it would be associated with the lower middle class only. So the prices should be a little lower than the competitors which mean that sacrificing a little profit for the sake of gaining the market share.

PRICE COMPARISON WITH MAJOR PLAYERS PEPSI

SIZE JUMBO 1.5 Liters 1 Liter 500 ml Regular TIN

PRICE 85 70 40 30 16 29

COCA-COLA




PRICE 85 70 40 30 16 29

MECCA-COLA


PRICE 80 65 37 26 15 25

PLACEMENT

Placement is accomplished through efficient and sufficient channels of distributions. These channels constitute systems of economic institutions through which producers deliver goods and services into the hands of their users. There are various channels through which Mecca-Cola can distribute its output. Distributors are the institution through which availability of products is possible. Mecca-Cola’s management will have to create and maintain lasting and mutually beneficial relationships with distributors. And the important thing is that they must integrate into total marketing mix because of time and money required to setup an efficient channel.　

PRODUCT OUTFLOW

Mecca-Cola should give franchises all over the Pakistan to make the product available to customer at ant time basis. This would not only cut the transportation cost but also just in time delivery to the wholesalers and retailers. Mecca-Cola should set its units in major areas of Pakistan like Lahore, Sukkur, Karachi, Multan, Faisalabad, Quetta, Peshawer, Hyderabad, Sahiwal etc. Although it would be costly to run such a large setup but keeping in mind a tough competition this is indispensible.

　

CHANNELS OF DISTRIBUTION

Mecca-Cola should use the both channels i.e. indirect and direct distribution channels to make sure the feasible availability of the product. Management should

PRODUCER

DISTRIBUTOR

RETAILER

CONSUMER

WHOLESALER



make sure that the relationships with bottlers are mutually beneficial and effective strategies should be designed in order to make sure that bottlers prefer Mecca-Cola.

1. Indirect Distribution

The company should use the indirect marketing channel or you can say conventional marketing channel that the product is coming from the producer to the wholesaler then to retailer and to the final or end consumer.

2. Direct Distribution

The less the channel members the less will be the cost and vice versa. To cut the cost the management should implement direct distribution to retailers where there is possible and feasible.

SPECIAL POINTS



Other than these some special points should also be looked after by direct sales vehicles such as hotels, restaurants, public parks, big and reputed super stores.

For example; Avari Plaza, Pearl continental, village, Marriot, Metro, Macro etc.

PROMOTIONMecca-Cola should be promoted using the ATL and BTL activities both. The blend of these activities is important to communicate the brand and message to the target market. The following strategies should be used for promotion purpose:

a) TVCs Heavy promotional budget should be allocated on TVCs. Basically the TVCs will be launched in 3 different phases. The most important slots of the most viewed channels like Geo TV, ARY, Express etc should be booked and the entertainments



programs like dramas, musical shows etc should also be targeted in order to communicate the message to the people. The details of phases are as under:

1. TEASERS:

In the first phase teaser will be launched to create curiosity among the people. The teaser will be run for around 5 to 6 months on various channels and billboards will also be used for this purpose.

For example: “ARAHA HAY TAAZGI KA EHSAS PHIR AAP KAY PASS” with the Islamic background theme music.

Although it will cost high but advertising budget can not be taken as granted if the competition is so tough like in the case of Mecca-Cola there are giant rivals like Pepsi and Coke.

2. Awareness:

In the second phase awareness regarding the brand and previous misconceptions (created by rivals and other forces) will be corrected. For example a blame against Mecca-Cola was that they are selling Islamic values or they are selling religion etc. This was an international campaign against Mecca-Cola around the globe and the competitors conducted these types of campaigns so successfully that Mecca-Cola had to shut down its production from Pakistan.

So there is a need that awareness should be created through ads that there is nothing wrong in selling the brand name Mecca-Cola and they can consult with the Ulema and Muftiyan-e-karam to support their vision. A huge population of the Pakistani people is likely to convince after such type of awareness creating promotion because these people are more intended towards the approvals of Ulema and Muftiyan-e-karam.

In addition there will be the promotional ads regarding the mission and vision of the brand i.e. to beat the primary competitors and both of these belongs to non-Muslim nations. The central point of this section of phase 2 will be that the 10% of



the revenues goes to Palestinian people and 10% goes to the needy people of Pakistan.

3. Full fledged Promotion:

In this phase promotional ads will be launched to persuade the target consumers. Different ambassadors related to different professions will be hired and shown in the ads.

For example, cricketers to attract the youngsters specifically, religious personalities (male & female) to attract the religious group of people, business professionals (male & female) to attract the business class etc.

Some ads will be designed in such a way that will appeal the entire Pakistani nation like creating the jingle of “APNA COLA HAY MECCA-COLA” and “TAAZGI KA EHSAAS MECCA-COLA KAY SATH” and “ZINDAGI KAY RANG MECCA-COLA KAY SANNG”.

b) NEWSPAPERS AND MAGAZINES

There should be the newspaper advertising campaign for creating the brand awareness in the introductory phase. It should also contain the factor of brand association with the Islamic values and helping Palestinians by giving 10% revenue to them.

The association of other brands like Pepsi and Coca-Cola with war against Muslims should be emphasized in hidden words to create a favorable environment for the Mecca-Cola.

c) BILLBOARDS

As an effective promotional tool billboards should also be used. The main purpose is to grasp the attention of the large population in shape of individuals and families by familiarizing them with the brand. It will help to become on the top of minds



because when people go on the similar routes time and again they will become familiar with the brand and the message.

d) SALES PROMOTION

A sales promotion strategy is an activity that is designed to help boost the sales of a product or service. This can be done through an advertising campaign, public relation activities, a free sampling campaign, a free gift campaign, a trading stamps campaign, through demonstrations and exhibitions, through prize giving competitions, through temporary price cuts, and through door-to-door sales, telemarketing, personal sales letters, and emails. The importance of a sales promotion strategy cannot be underestimated. This is because a sales promotion strategy is important to a business boosting its sales. In the beginning phase Mecca-Cola should use free sampling campaign, prize competitions in schools, colleges and universities with rewarding Mecca-Cola shirts as prize. It will act as one of the most effective promotion tool.

Report on Re Launching of Mecca Cola in Pakistan

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