Pakola Campaign

Muhammad Salman KhalidMaryam HamidMustafa Bhutto

Muhammad Usama SiddiquiWaleed Ashfaq

Haroon Siddiqui

Brand Introduction•Pakola range of soft drink brands owned by Mehran Bottlers

•Product launched on 14th August 1950

•Pakola Ice cream Soda, Pakola Orange, Pakola Lychee, Pakola Raspberry, Pakola Fresh Lime and Pakola Vino

Brand Introduction

• Current users include consumers from SEC A, B and C

• Aged 10-35• The only Pakistani drink which is exported to

many countries including USA and UK

• Brand Essence: A truly Pakistani drink

• Brand Persona: Patriotic, Unique, Young

Marketing Problems

• Currently the share is only 3% of the total carbonated drinks market

• Low sales due to– Distribution Issues– Exclusive selling agreements – Low promotion budgets

Brand Problems

• Research– 10 informal interviews– Respondents aged between 18-24 – All of them were aware of the brand– 8 of them liked its taste– Only two of them considered as an option when

buying carbonated drinks

Brand Problems

• Research– Competitor’s positioning– Inability of Pakola to relate with youth of Pakistan

Brand Problem revealed by research

“Pakola is no longer in the consideration set of young consumers as it has lost its relevance to the young segment of the consumers”

Brand Idea Framework

Who are we talking to?

• Pakistani males and females aged 16-24 years old, belonging to SEC A.

• They consume carbonated drinks as a snack and not only as a drink with a meal.

• These youngsters are energetic,

determined, and want to bring change in the country.

• Somewhere inside, these youngsters are patriotic, but thanks to the prevailing conditions, they are at a loss of reasons to be proud of Pakistan.

Who do we want to beat?

Coke• Nearly 35% market share• Relies on ATL and BTL• Strong distribution network with 70000 customer/retail

outlets• Fighting back with Music (Coke studio)• Different product lines (Fanta, Sprite, Diet coke)• Coke represents Youth and energy• Coke is an ‘US’ brand

Pepsi

• Market leader with 60% share• Started operations in 1959• ‘individuality’ and ‘ME’ as its strong values• Relies on ATL and BTL• Targets Youth as a whole• Associated with Cricket• Product line includes 7 up, Mirinda, Diet

Pepsi

• Secondary Competitors:

• Juices• Water

How do we plan to beat them?

• No other established brand of Ice Cream soda has:

• Pakistani Origins• Strong roots in the national heritage

Marketing Objectives

• Increase the product relevance to the youth of Pakistan

• Build a strong emotional connect to the youth.• Include Pakola in the consideration set of the

consumers• Budget: PKR 30 Million

The Insight

“The Pakistani youth, though patriotic inside, are not proud of the country anymore, but they are still looking for reasons to be proud of their country.”

The Big Idea

“Pakistan is our identity, and we should be proud of it.”

Celebrate your Identity

• Slogan: Celebrate your Identity• No TVC• Viral Video• Print Ads• Billboards • Online Campaign

Viral Video

Print Advertisement

BTL Activity

• Set up a stall outside a store such as Metro or Makro, where a huge white sheet will be put up. “We celebrate our Identity” will be written in outlined block letters.

• Passersby will be invited to dip their hand (or even thumb) in green paint and put their mark on the sheet so as to fill up the block letters. For this they’ll be given a free Pakola badge saying “I celebrate my identity.”

• After the block letters are full of green hand prints, this cloth will be put up as the new Pakola billboard, signifying thousands of people marking Pakistan as theirs.

Discover the green

• Facebook Competition• Display Picture with Pakola and a Pakistani flag

at Pakistani tourist spots• Prize given on likes and the uniqueness of the

place

Thank you!