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Al fakher sheesha co
Presented by
Faraz patel-13024 e-MBA A
AL FAKHER SHEESHA C0
Al Fakher Sheesha CO - Headquartered in Dubai, Al Fakher is one of the largest
sheesha tobacco organizations in the world.
we started in 1999 and have expanded to all over globe
and know we are launching in
INDIA
About Us
AFZAL sheesha flavors
QEHWA sheesha flavors
Other key players
Others include:
imperial smokes ,water pipe, alladin & other small players
Vision & Mission
Benchmark in premium sheesha industry.
Give best quality and service.
PRODUCT RANGE
Disposable sheesha
Used and throw sheesha
Organizing parties
We would organize party
Sheesha ,flavors and service would be provided by us
Product range Sheehsa accessories
Geographic: Metros / mini metros (urban & semi urban areas). Climatic conditions villages
Demographic: Friends (influencers). 18 above. Sex
Segmentation
Segmentation (contd...)
Psycographic: Social class Party lovers
Behavioural: Any Occasion.
Various target segments: Youth Party lovers Socializing groups
Targeting
Positioning
Positioned as premium flavored sheesha molasses Best quality sheesha among all players in the
segment. “sheesha with real power”
Marketing Mix
PRODUCT: sheesha flavor Sheesha flavors Packed in 50gm n 1kg. 0.5%nicotine, real flavours. Available in many flavors
Marketing Mix
Product
Sheesha accesiores Disposable sheesha Organizing parties
Marketing Mix (contd…)
PLACE: Al fakher super market. Local distribution through agents and stockiest. Available in all retail outlets across every nook & corner
of the country
Marketing Mix (contd…)
PRICE: Price of flavors 50 gms -70rs , 1 kg- 850rs. Golden series flavours 50gms – 90rs. Disposable seesha – 350rs. Sheesha acessories – starting from 50rs. Parties- 10,000rs min. Pricing of al-fakher is a bit higher than other competitors
(Premium pricing).
Marketing Mix (contd…)
PROMOTIONS: Television Commercials Outdoors / Hoardings Magazine & press ads Internet Sales promotion College events
Posters
Posters
SWOT analysis
STRENGTHS: Comes from the house of al-fakher. Heritage Brand. Innovativeness in Promotion. Wide range of varieties to cater to every segment.
WEAKNESSES: Profitability is Uneven. New in India. Price is higher as compared to other players.
SWOT analysis
OPPORTUNITIES: Exploring new Geographical Areas (Local as well as
Globally). Take into account the regional taste preferences.
THREATS: From existing players (both organised & unorganised),
new entrants & substitutes.
Consumer Behaviour
Object of Purchase: (What) Sheesha flavors. Premium brand.
Objective of Purchase: (Why) To Quench thirst.
Organization of Purchase: (Who) Anybody who wants to have it.
Consumer Behaviour (contd…)
Operation of Purchase: (How) 50gms packets , 1 kg buckets.
Occasion of Purchase: (When) Anytime when one to have sheesha.
Outlet of Purchase: (Where) Al fakher Supermarkets, local retailers.
Strategies
Give consumers best quality sheesha poducts . Work more on getting new flavors(innovation) Make changes in the composition to suit Indian taste
buds. Intensify the distribution network. State-of-art processing & packaging. Serve all segments
Strategies (contd…)
Firstly, increase brand awareness(through contests) Organize various promotional activities mainly to
increase sampling & educate consumers about al fakher sheehsa flavors
Place the brand across colleages Fundoo Fridays in d al fakher super market
THE NEW TAG LINE THE NEW TAG LINE
Khushi ho ya gum lage dum Khushi ho ya gum lage dum
Mehfil hum sajte hai Mehfil hum sajte hai