Pakola Report 294667

Re- Launch of Pakola Advertising – Final Report Bassir Masood Sayyed – 7541 Imran Hameed Khan – 7834 Hasan Iqbal – 8254 Tanya Ghazali – 9188 Sanam Lakda – 8745

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Table of Contents Letter of Acknowledgement ......................................................................................................................... 5 Overview ....................................................................................................................................................... 6 History ........................................................................................................................................................... 6 Soft drink production ................................................................................................................................ 6 Soft Drink Industry in Pakistan ...................................................................................................................... 7 History of Pakola ........................................................................................................................................... 7 Industry Analysis ........................................................................................................................................... 8 Consumer Profile ........................................................................................................................................ 10 Buyer Analysis ............................................................................................................................................. 11 Situation Analysis ........................................................................................................................................ 11 Swot Analysis .............................................................................................................................................. 12 Competitive Analysis ................................................................................................................................... 13 Direct Competitors.................................................................................................................................. 13 Indirect Competitors ............................................................................................................................... 14 Critical Ad Analysis (Print Ad Pakola – see Appendix) ................................................................................ 15 Key Advertising Problem ............................................................................................................................. 16 New Proposal .............................................................................................................................................. 17 ADVERTISNG OBJECTIVES AND CREATIVE STARTEGIES .............................................................................. 18 Awareness Objectives: ............................................................................................................................ 18 Knowledge Objectives:............................................................................................................................ 18 Persuasive Objectives: ............................................................................................................................ 18 Reminder Objectives: .............................................................................................................................. 19 Creative Strategies .................................................................................................................................. 19 ADVERTISING STRATEGY ..................................................................................................................... 19 Budget Allocation ........................................................................................................................................ 20 Media Strategy ............................................................................................................................................ 20 Media objective ...................................................................................................................................... 20 Media Strategies ..................................................................................................................................... 21 Message Strategy ........................................................................................................................................ 22 Insight...................................................................................................................................................... 22 3

Selling Premise ........................................................................................................................................ 22 Communication....................................................................................................................................... 22 Execution................................................................................................................................................. 22 Other Tools ................................................................................................................................................. 23 Marketing Mix ............................................................................................................................................. 24 Evaluation ................................................................................................................................................... 24 Story Board TVC .......................................................................................................................................... 25 Radio Script ................................................................................................................................................. 26 Print Ad ....................................................................................................................................................... 26

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Letter of Acknowledgement All praise is to Allah who makes everything possible in the universe and beyond. First of all, we would like to thank Allah, who helped us with everything and made everything come together, then our parents and family who have always ed us in every good thing that we do. We are greatly thankful to our course instructor, Ms. Nida Shoukat, who gave us clear concepts and a practical understanding for the subject. We would also like to thank our college; The Institute of Business Management, for providing us with a learning environment. Lastly we would like to thank our fellow classmates for making this learning experience a thoroughly productive and enjoyable one. Thank you, Bassir Masood Sayyed Imran Hameed Khan Hasan Iqbal Tanya Ghazali Sanam Lakda

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Overview A soft drink (also called soda, pop, coke, soda pop, fizzy drink, tonic, mineral[2]or carbonated beverage) is a beverage that typically contains water (often, but not always carbonated water), a sweetener, and a flavoring agent. The sweetener may be sugar, high-fructose corn syrup, or a sugar substitute (in the case of diet drinks). A soft drink may also contain caffeine, fruit juice, or both Soft drinks are called "soft" in contrast to "hard drinks" (alcoholic beverages). Small amounts of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5% of the total volume[3][4] if the drink is to be considered non-alcoholic.[5] Widely sold soft drink flavors are cola, cherry, lemon-lime, root beer, orange, grape, vanilla, ginger ale, fruit punch, and sparkling lemonade.

History The first marketed soft drinks in the Western world appeared in the 17th century. They were made from water and lemon juice sweetened with honey. In 1676, the Compagnie des Limonadiers of Paris was granted a monopoly for the sale of lemonade soft drinks. Vendors carried tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty Parisians

Soft drink production Soft drinks are made by mixing dry ingredients and/or fresh ingredients (for example, lemons, oranges, etc.) with water. Production of soft drinks can be done at factories or at home. Soft drinks can be made at home by mixing either a syrup or dry ingredients with carbonated water. Carbonated water is made using a home carbonation system or by dropping dry ice into water. Syrups are commercially sold by companies such as Soda-Club. Drinks like ginger ale and root beer are often brewed using yeast to cause carbonation.

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Soft Drink Industry in Pakistan The soft drinks market saw slower volume growth in 2010, compared to 2009. Pakistan has been hit by the worst floods in decades, which puts the economy in an unstable state. However, during 2010, the majority of soft drinks companies reacted to the current economic situation by attracting consumers in every way possible. A significant number of consumers are opting for healthier soft drinks products. Consumer preferences change with the changing times, increasing consciousness and awareness for new products. There has been a shift in preference from carbonates to fruit/vegetable juice and among carbonates, low calorie beverages are preferred. Apart from health consciousness, attractive new categories are growing, such as energy drinks, which are growing at a phenomenal rate. The arch-rivals, PepsiCo Inc and Coca-Cola Beverages Pakistan Ltd have both expanded their product portfolios, and now continue their competition in bottled water. Apart from that, CocaCola’s Minute Maid Pulpy Orange is gaining popularity among juices, while PepsiCo’s Sting (distributed by Pakistan Beverages Ltd) is doing well in energy drinks. While one-third of Pakistan was affected by floods, the semi-urban and rural dwellers are facing major challenges and life threats. Pakistan faced the deadliest floods, which made the affected regions extremely inaccessible. Rural dwellers contribute only a small amount to the consumption of soft drinks as compared to urban consumers, but it is a significant figure nonetheless. However, due to the affected supply chain there has been a significant hindrance to the growth of soft drinks in of volume consumption. Despite the depressive economic environment and other natural hazards hampering market growth, there is growth potential in various categories, including fruit/vegetable juice, energy drinks, RTD tea and coffee. Regardless of the current problems that Pakistan is facing and the issues affecting Pakistan in the forecast period, there is still growth potential for the entire market and demand for products. Awareness of new categories can easily tempt consumers to sample certain products.

History of Pakola Pakola is a line of flavored soft drinks, originally introduced in Pakistan in 1950 by Haji Ali Muhammad. It is produced by Mehran Bottlers (Pvt) Ltd and Gul Bottlers (Pvt) Ltd . It is the first nationally branded soft drink of Pakistan. Hence its name Pakola short for Pakistan Cola meaning 'Cola of Pakistan.'

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1874 The first ice-cream soda was manufactured and sold. The original green colour Pakola ice cream soda is still popular in Pakistan. However, other Pakola flavours, like Pakola Lychee, have gained popularity. It is exported abroad by Mehran Bottlers and is available in most Asian shops worldwide. From February 2012 it will be also available in the Netherlands and Europe.

The drink itself is a very bright green colour, much like the can, and tastes completely different from most soft drinks. It has a very distinctive and strong taste with a resemblance in taste to ice cream. Pakola has also launched a milk product. The Pakola brand name is owned by Teli Family and currently Mehran Bottlers are the bottlers of Pakola carbonated drinks in Karachi and export markets. A franchise is being given to Gul Bottlers for the rest of Pakistan.

Carbonated Beverages It includes all the fizzy drinks produced by Mehran Bottlers Ltd. such as following: Pakola Ice Cream Soda Pakola Lime Pakola Lychee Pakola Raspberry Pakola Orange Apple Cidra Double Cola Bubble Up

Industry Analysis To analyze the beverage industry we will use Michael Porter 5 forces model to understand the characteristic of the industry in which Pakola is participating. 8

Threat of new entrants In this industry, it is considerably difficult and costly to set up the factories and bottling plants required. Also, for a new entrant, it would be extremely difficult if not impractical to infiltrate the established distribution network of the current players like Pepsi and Coke. Furthermore, it would be quite a daunting task to change the hard and fast perception of millions of consumers, making it a favorable point for this industry.

Bargaining power of buyers There are an extremely large number of buy ers as compared to companies in the industry, and these buyers often purchase this industry’s relatively low priced products on a habitual, impulse or convenience basis, thus making it favorable for the industry.

Threat of substitutes The threat of substitutes, although mediocre, still poses a considerable threat to the overall profitability of the industry, and that is because in recent times a health craze has taken over all respects of life, worldwide. Therefore, it would signify a heavy reduction in the consumption of sugary and carbonated cola based beverages, and instead prompt consumers to opt for healthier drinks such as fruit juices, and energy drinks

Bargaining power of suppliers Most of the raw materials required in the beverage industry are non-specialized commodity products, such as sugar, high-fructose corn syrup, carbonated water, glass bottles, plastic bottles and cans. This indicates that suppliers are non-specialized, allowing companies in the industry to switch between suppliers without losing any strategic alliance or significant cost advantage. Furthermore, it is also considerably difficult for any one supplier of the beverage industry to integrate forward into the concentrate manufacturing and bottling businesses.

Rivalry among existing players The players in the beverage industry have one of the most competitive rivalries in any industry. n Pakistan the market is dominated by the two international giants, Pepsi and Coke, with market s h a r e s r e s p e c t i v e l y o f 7 7 % , a n d 1 6 % , l e a v i n g l i t t l e r o o m f o r o t h e r s to grow. Yet even with approximately 5% of the total market share, P a k o l a c a n s t i l l m a n a g e t o b e p r o f i t a b l e i n a cutthroat industry, and we plan to position it strategically in order to do so 9

Consumer Profile Demographics Age – the main target is people between the age of 16-30. These are the people who are actively the highest s of carbonated drinks. Income – 15000 monthly and above Sex – Male and Female Education – Students, Early stage in their working careers Location – Karachi, Islamabad, Lahore, Faisalabad, Rawalpindi Social Class – A, B, B+, C+, C Psychographics Lifestyle – They are mainly in their student life or are at their starting years of their career. It includes dependent (who are still living with their families) and pre-family (have their own households but not their own children or family (married with at least one dependent child) Interests – They enjoy eating out, spending time with friends, working/studying Behavioural Usage – Medium usage Loyalty – s are loyal but sometimes are ready to switch to another brand. Benefits Sought – The sweet taste and the refreshing element of the drink are the main benefits. Status – Buyer readiness Stage – Buyers are aware of the product and they show a likeness towards the brand.

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Buyer Analysis Brand Loyalty – out of the consumers who are still using this brand, their brand loyalty is relatively high. Whenever they go out in search for a soft drink, their first preference will be Pakola. People who are regular s of soft drinks tend to be very brand loyal and stick to drinking the brand they p[refer the most. Demographics – children, teenagers and the younger adults are the primary target audience of this drink. These are the people who generally consume this drink when they go out to eat, during school/university hours or to refresh themselves. Even though people tend to be health conscious they are still brand loyal to their preferred choice of soft drinks. Consumer behavior 

Number: Pakola is available nationwide through distributors and retailers.

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Type: Pakola is their ability to create unique flavors. Pakola’s unique flavors are Icecream soda, Apple Cidra, Lychee and Raspberry. Their unique taste has helped them maintain brand loyalty hence distribution of these flavors is very crucial for Pakola.

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Value Drivers: Their customers are brand loyal because of Pakola’s unique taste especially ice-cream soda.

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Concentration of customer base for particular product: Pakola should encash on its core competencies to create product differentiation, research and development, distribution and marketing. Pakola should communicate its differentiation. Marketing is the key to success.

Situation Analysis

Company Analysis Goals

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To exceed customer expectations in taste and flavor. To provide quality and price competitiveness. Focus: 11

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Pakola should focus on its management and organizational structure, business performance and maintaining customer loyalty. Culture: The Core Competence of Pakola is their ability to create unique flavors. This is their competitive advantage over its competitors. Pakola’s unique flavors are Ice-cream soda, Apple Cidra, Lychee and Raspberry. Their unique taste has helped them maintain brand loyalty hence distribution of these flavors is very crucial for Pakola.

Swot Analysis Strenghts:    

It has been a part of the beverage market for 62 years. It has extremely brand loyal customers It has an automated bottling plant Their customer perceives it to have unique flavors that is lacking with its customers.

Weaknesses:    

It has a weak distribution/logistics department. Ineffective Marketing. No organization or management structure. Lack of professional employees

Opportunities:   

Health conscious lifestyle trends. High growth rate in food industry. Increase demand in rural markets.

Threats:  

Coca Cola and Pepsi are international giants in beverage industry. Price of sugar and sugar substitutes is rising.

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PEST Political Environment: There is political pressure on the beverage industry as the sales tax is around 16% but the positive thing is that excise duty has decreased from 12% to 6%. Economic Environment: There is immense wastage of water in the production of beverages. Plus recently there had been a sugar crisis in Pakistan that has lead to high price levels. Social Environment: In urban areas people have become very diet conscious and there has been a reduction in the consumption of carbonated drinks. In the rural areas many hosts still serve sherbats, fruit juices, lassi and tea to guests. However due to better distribution channels the soft drink phenomena is being adopted nationwide. Technological Environment: The production of cold drinks is not heavily dependent on technology and hence is only used to increase speed of production and manufacturing cycles.

Competitive Analysis It is important to note that Pakola is competing in an industry which growing at a rapid rate and it is facing heavy competition from many strong brands. There are well established brands who are the major players in this industry. Apart from the other carbonated drinks, these drinks also face tough competition from fresh and bottled juices and all other brands that fulfill the ‘thirst’ element.

Direct Competitors Coca Cola - Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Coca-Cola Beverages Pakistan Limited (CCBPL) is manufacturing and marketing world's most popular brands in Pakistan. Not only in Pakistan, but around the globe it has been one of the strongest players in the carbonated drinks market with the highest market share and brand value. Coca Cola represents optimism, fun and happiness celebrated in daily lives. All their ments along with their other marketing activities give out the same message of happiness – “Ho Yakeen tou khulein Khushiyan”

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Pepsi - Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo. Created and developed in 1898. This brand is known to be one of the strongest competitors to Coca Cola and the both have been strong rivals ever since. Even Pepsi talks open celebration but is more focused towards youth, generation next and celebration of ‘LIFE’ on the whole – it celebrates life on bigger platforms like cricket, concerts etc. However in Pakistan, it continues to outsell Coca Cola for many years. Pepsi talks about “Badal do Zamana” , “My Pepsi My Way” , “Dunya Hai Dil Walon Ki” . Mirinda - Mirinda is a brand of soft drink originally created in Spain, but with global distribution. The word Mirinda means "irable, wonderful. The orange flavour of Mirinda now represents the majority of Mirinda sales worldwide following a major repositioning of the brand towards that flavour in the early 1990s.Mirinda is owned by PepsiCo. Mirinda in Pakistan talks about “Mazay Ka Jadoo Jagaye”.

Indirect Competitors Juices – These are generally considered more healthy and refreshing as compared to the carbonated drinks. Many children as well as the adult market tend to prefer packet juices. Strong brands in this market are:

Energy Drinks – they have a similar target audience as of the carbonated drinks market. They tend to focus on the tweens, teenagers and young adults. This is a rapidly growing market in

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Pakistan with the introduction of many strong brands. The dominant player in this market is Red bull.

Critical Ad Analysis (Print Ad Pakola – see Appendix) 1. Big Idea – Cola of Pakistan 2. Campaign Idea – The heart only wants Pakola – it asks for Pakola

3. Target Audience Primary – People who enjoy the sweet taste which includes people between the ages of 13-35. Social Class – A+, A, B+, B , C+, C Secondary – Adults between the age of 40=55 4. Brand Personality – patriotic , refreshing , cool

5. Appeals Emotional – the ice cubes show the refreshing aspect of having the drink. Also the line ‘Dil Bola’ tells you that the heart actually wants to drink Pakola. The green colour is soothing to the eyes and also is a reflection of the element of “nationality and Pakistan’. Rational – The price is shown in the image which shows that the can is available at a cheaper price. The logo of Pakola informs the people about the brand. The body copy states ‘330 ml’ shows information about how much drink the can contains. Also the backside shows the nutritional and calorie facts about the drink.

6. Positioning – the Cola of Pakistan. It is linked to the concept of a national drink.

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7. Consumer Insight – People prefer having the local drink and enjoy the sweet taste of this drink that is not found in many other carbonated drinks. 8. Suggestions – it shows a very basic version of the Pakola brand. It does not clearly depict the brand personality or the positioning of the brand. The whole idea of ‘Dil Bola Pakola’

Key Advertising Problem When we look at Pakola as a brand, it is almost 60 years old and has a strong heritage behind it. It also is one of the oldest national brands in the market but still it does not have enough market shares or strong brand awareness in the market. The current Some of their key problems are:     

Poor television and print advertising Not been able to communicate their offering and uniqueness Brand recall is low as compared to other brands in this market Nothing exciting happening around the brand Distribution Problem Pakola still does not have a strong commercial for the Pakola drink. People know that exists in the market but they are not reminded at short intervals that why Pakola is the best choice as a drink. There are no ing activities that take place around Pakola to the brand. When people are asked for the top three soft drinks that come to their mind; Pakola is not generally one of them. Pakola has left a large market untapped who enjoy the sweet flavor of Pakola and who want to enjoy a refreshing drink apart from Coca Cola, Pepsi or Mirinda which are the drinks that are easily available everywhere.

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New Proposal

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ADVERTISING OBJECTIVES AND CREATIVE STARTEGIES Awareness Objectives: Our objective is to make the Pakola brand be perceived as unique and special. The name Pakola itself is special. It means the Cola of Pakistan. The unique green color brings out the patriot in us. The target market is aware of the brand but it has strong direct competition such as Coca Cola & Pepsi which poses as a challenge. Hence the specific measurable objectives would be:    

To increase the brand awareness to 40% in three months. To increase the product attributes awareness from 0 to 40% in a year. To increase brand recall to 50% in three months To increase the campaign idea recall from 0 to 15% in three months

Knowledge Objectives: 

The target audience needs to be reminded of Pakola’s ability to create unique flavors such as Ice-cream soda, Apple Sidra, Lychee and Raspberry. Their unique taste has helped them maintain brand loyalty.

Hence the specific measurable objective would be: 

To increase the knowledge about product ingredients from 0 to 25% in six months.

Persuasive Objectives: The objective is to persuade the target audience to switch from direct competitors such as Coca Cola & Pepsi to Pakola which is Pakistan’s national drink. Pakola is always linked with the tag line ‘hara hara pakola’ which makes it easier for the target audience to relate it to Pakistan and being a Pakistani. To encash on Pakola’s USP which is the green colour of Ice-cream Soda and use it to differentiate it from other competitors.

Hence the specific measurable objective would be: 

To increase brand recall up to 15% in 3 months.

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Reminder Objectives: The target audience needs to be kept interested in the products offered by Pakola and to create and maintain brand awareness. Strategy to implement reminder advertising is to promote Pakola at the point of purchase such as super markets and grocery stores which will enable an increase in the purchase of Pakola products. The specific measurable objective would be: 

To increase sales from 0 to 20% in six months.

Creative Strategies Rational Appeal Pakola has been considered the national drink ever since its inception in 1950. Emotional Appeal The original green colour has always been associated with Pakistan and the joy of being Pakistani. The green colour is also very refreshing and youth oriented. The emotional theme of this ad campaign is that Pakola brings out the child in everyone. It makes you happy carefree days of your childhood. The color emphasizes peace, endurance and the safety we feel as Pakistanis to have our own country. ADVERTISING STRATEGY

The main idea is to present Pakola as a fun and youth oriented brand. 

Advertising Appeals ment would stimulate interest and influence feelings through the feelings of fun and colour.

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Advertising Execution Format The ment would appear as the promise of fun filled experience.

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Maslow’s Hierarchy 1. Physiological Needs – This is the basic need of hunger and thirst that is satisfied by Pakola. 2. Belongingness Need – Drinking Pakola means feeling a sense of belonging with your friends and family. It helps to enjoy the fun times of life with the special ones.

Budget Allocation The new budget to be allocated for the re-launch of Pakola would be Rs. 80 million

Television Radio Print Media Outdoor Internet

30% 25% 15% 20% 10%

Justification: It is important to note that we need to bring back the brand of Pakola and make it popular amongst the consumers. Television is one vehicle that reaches a mass audience especially when commercials are played during prime time. Radio is a ing activity when you have simultaneous TVCs playing. These are the two major vehicles that should be used by Pakola. Apart from that the radio is an important vehicle especially for the youth who goes to work/school in the morning and evening hours when they are coming back. In order to increase brand association Pakola can distribute key chains, or Pakola s. This will remind them of the brand when they are not exposed to a TVC. Outdoor advertising to be done near malls, restaurants, Shah-Ra-E-Faisal (majority cars from here of different social class).

Media Strategy Media objective The main objective is maximum exposure of Pakola brand. To use different media vehicles in such a way that the SMP (single minded proposition) remains and it fits the overall campaign of the brand. When people think of a refreshing drink, Pakola should come in the top three brands.

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Media Strategies Television Commercial – this would take place mainly in two phases. The first would start the hype and get the brand immediately noticed amongst the target audience. The second phase would then allow for continuity of the campaign. Radio – the radio ad will be intended to break the clutter. Pakola will use the blocking strategy – the same ad will play at all times on the same radio channels. This will be at 8-11 am, 2-4 and 6-8 shows. Apart from the ments the show ‘Zindagi ke Rung Pakola ke Sung’ will also be aired – This show will be done twice. Firstly it will be done on FM 96 and will be done again on the similar theme on FM 107. In this show issues like how to bring life to this country will also be touched – welfare in the society. Internet – A completely new look to the section of the Pakola brand – the new section will be a white and green background where some issues of welfare in the country will also be touched. A facebook group will be created to ask for views, reviews and updates from the customer point of view. Others – Sponsoring events and also starting a campaign alongside that promotes the wellbeing of the country. Media

Vehicle

Placement

Timing

Television

GEO News/Drama

Drama Hours/ News Hours During popular VJ shows During popular VJ shows News Hours/Drama Hours Drama Hours

Prime Time

Weekdays Weekdays Sundays

Young World

Front Page Front Page Front Page / Second Page Back Page

Magazines

Young Times School/University Magazines

Back Page Near the events mentioned

Weekends

Radio

FM 100 FM 107

Morning show Morning show

Weekdays

AAG The Muzik PTV ATV

Newspapers

Jung DAWN Images

8:00-9:00pm

Weekends

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FM 96

FM 91 FM 93

Internet

Website Facebook Blogging Ste

Morning Drive / Dude Wheres My Song/ Master and Company Dino Show

Weekdays and Weekends

Front View Profiles

constant 6 months active use

Weekends

Message Strategy Insight Today’s youth wants to consume a drink that offers them something new – something fresh that no other drink can provide them. The existing consumers of Pakola are very brand loyal but this customer base is very small. Also the existing customer base suffers because of unavailability of this product at all places.

Selling Premise Benefit – Enjoy the refreshing and sweet taste of the green colored drink. Promise – Pakola is the drink that the heart wants. Every time the heart wants Pakola is will be available – Pakola will not let the consumer forget about the brand. Reason – The sweet and unique taste allows the consumer to have fun and always be energetic in life. Big Idea – Enjoy life and the colours of life with Pakola (The Cola of Pakistan) Campaign Idea – Add colour to life and awaken the kid inside of you

Communication TVC and Radio Storyboard

Execution  

We will do a “Zindagi ke Rung with Pakola” session on the radio during the 6-8 time. It will include young and people from the industry to relate with the target audience. Branded Pakola key chains and s.

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A new and improved section on the website dedicated specifically to the Pakola ice-cream soda brand. This will also include contests and activities to engage the audience. Sponsor a concert or musical event during the course of the year. Also provide sponsorship to events like Basant.

Other Tools It is important that consumers have access to the brand even when they are not exposed to the TVC or the radio commercial. This means that there has to be some other way that the brand stays connected with the target audience. In order to do that there are various other tools that can be sued by Pakola to remain ‘popular and aware’ and amongst the target audience. Pakola Accessories - key chains, s Sponsorships – Musical events, concerts, Basant Pakola Events – Because Pakola has sucha rich heritage and it is one of the strongest ‘Pakistani’ brands we have, it will also focus towards doing activities which improve the welfare of society. In-store Demonstrations – Gandolas are a very imporants and effective concept because it gives a very strategic location to the product. Half the gondola should be green in colour whereas the rest should be of the other different colours of the Pakola drinks. The majority half should be where the Pakola drinks should be placed and other half to be filled with all other flavours of the Pakola drink. These will be displayed in high traffic retail stores such as EBCO, AGHAS, D-MART, MY SUPERSTORE; wholesale stores such as both branches of MAKRO; and in smaller convenience stores in areas of Defence (Khattak Store, Amie’s, Rajani’s, Marvi store), Clifton, Gulshan-eIqbal).

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Marketing Mix

This is how the new marketing mix of Pakola would look like – Product – The Cola of Pakistan with a strong brand name but a weak and poorly communicated positioning. The green colour of the drink has already gained immense popularity with the customers. with only slight changes in the bottle but the can design would remain the same. It is a product to satisfy the thirst and make one more happy and energetic Price – The price of the can would be rs.25 and the 200ml bottle would be R.s15. Place – The gondolas as mentioned earlier would be of great help in attracting customers and making the products look very attractive. Also the distribution channel needs to be drastically improved to make the product more accessible. Pakola would use distributors like Muller and Phipps to gain larger access to the market. Promotion – The ATL and BTL activities that have been discussed before would cover the entire promotional activities.

Evaluation Whenever a large budget is spent on re-launching a brand, it is important to evaluate the effectiveness of the entire campaign – How effective was the money spent on such a campaign? After 4 months of the campaign, we should be able to achieve the advertising objectives. These will be monitored by: 

Survey done in about 8 universities across the country in the target cities

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Customer – done through selecting a and their feelings about the campaign Get views and reviews on websites and blogging sites

Story Board TVC

Scene starts with a young boy sitting in a room playing on his Ipad. The room is black and white and the boy looks sad and gloomy. Life has no colour and he is aimlessly working.

After a couple of seconds, a can of Pakola is kept near him. Without seeing what he is drinking he pick up the drink and take a few sips. The camera spins and the text says ‘Kaboom’.

The boy turns into a young kid and suddenly the colours appear and he becomes very happy. He starts working again but this time he has a smile on his face and he seems very happy. The commercial ends with a glass of Pakola being filled with ice cubes.

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Radio Script

“I like to move it move it, I like to move it move it, I like to move it move it, Pakola Moves it”

Billboard/Print Ad

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