Upload
kk5522
View
216
Download
1
Embed Size (px)
Citation preview
PRINCIPLES OF MARKETING
MARKETING PLAN
CITROLA
By
Fahad Mohiuddin Ahmed std_16666
Erqem Habib Husaini std_16640
TabassumWazir std_16583
Anum Hanif std_16641
Bilal Bin Yousaf std_16618
Wajihuddin std_16572
Submitted To Sir Abdul Raheem Khan
EXECUTIVE SUMMARY
Our plan is to launch a new carbonated soft drink in citrus flavor. A thorough research
revealed that lemon flavor is preferred by the general public so our decision to go with the
lemon flavor soft drink. Mission is to refresh the mind, body and heart through our product.
We have been coming up with innovative pricing of Rs.25 which is the lowest in the market
because of the new company we have to do this. Our product will be a bit stronger in taste so
that we can differentiate in taste too. We will use Ahmed Shahzad as our Brand Ambassador
who will feature in our ad. Other than that we will be promoting it in Ramzan too as it is the
season when drinks are consumed readily. One of the things we took care was to keep its
positioning completely different from our competitors.
It will be targeting people aging from 15-30, most of them are students and young adults. We
will promote it on Cricket World cup too that a lucky winner will be travelling with the
Pakistan Cricket Team to Australia. Secondly, we will be launching an online-game, social
media marketing. Promotional activities are explained further in Promotional Plan. We are
going with the market Penetration Strategy.
Table of ContentsExecutive Summary 2Introduction 4Goal and Objective 4SWOT Analysis 5Environmental Analysis 6Competitor Analysis 8
Market Research Plan 13
Consumer Analysis 13
Market Segmentation and Targeting 14
Branding Plan 15
Marketing Budget 17
Marketing Mix 17
Appendix 25
INTRODUCTION
In brief the purpose is to market a new innovative carbonated soft drink in citrus flavor. Our
idea is to design the marketing plan for a new soft drink that will compete with the giants of
soft drink Industry like Coca-Cola, Pepsi and their sub-products like 7up, Sprite, Mountain
Dew, Mirinda and Fanta.
Our product will be first launch in Karachi and Lahore. It will be best known for its new
taste, innovative pricing, and distribution, promotional and branding strategy.
Vision
“To make Citrola the 1st choice for consumers”
Whenever they feel need a soft drink for refreshment,
Mission
Following is the mission of Citrola.
To give this youth a soft drink that will inspire not just their body and mind, but also their
hearts too.
To facilitate optimism, confidence to make a change, through our brand.
To support our society and make it a healthy as well.
To give our target market healthy soft drinks that will fight with extensive heat.
GOALS AND OBJECTIVES
To maintain high quality
To capture 20% of market share within a year or two in Karachi and Lahore
To meet the needs of all age groups (specifically age group from 15 to 30)
Establishing responsible communication with the consumer which can provide us a better
look into what changes need to be made to our product
Advertise product in such a way as to create importance that can be sustained over the long
term for consumers.
SWOT ANALYSIS
Strengths: In current scenario we haven’t see any soft drink that is dealing with youth,
optimism, confidence that just not refreshes their mind but whole body. Secondly we have
decided to introduce a new 160 Ml bottle of Rs. 15 with some more new bottle sizes and a
can of 200 Ml worth Rs. 20 of which are not introduced in Pakistani market. Then we come
to taste, most of the drinks lacks fizziness which find out through research. That people want
more gas and it should me much stronger than the current ones. Eid, Ramazan, Football
world cup, Cricket World Cup are the ideal events for our brand’s promotion. Additionally,
Coca-Cola's distribution system is one of their greatest strengths. The distribution and
bottling companies will be locally owned and operated by independent business people who
are authorized to sell our products.
Weaknesses: A new product entering into a saturated market of soft drinks. A bunch of
youngsters who have no experience is one of the weaknesses but this is our strength too.
Opportunities: One of the biggest opportunity for our product is the 35% of the total
population is comprised of youth aged between 18-35. Secondly, youth is more inclined
towards change, freedom, optimistic thinking and they have not experienced a drink that is
being produced in their own country like in the past time it was thumbs up in India. It can
become a nation-owned drink. In the end our recyclable Packaging to make this society a
better place will play a vital role in our brand’s success.
Strengths
Unique product
Low price
New taste
New Production and bottle design.
Drink for youngsters
Weaknesses
Strong competition
Amateur team
Preservatives
Opportunities
Can be introduced in Different Cities
Internet and Social Media
Recyclable Packaging
Huge market to cater
Threats
Obesity
Established Competitors
Not good for health
Threat of new emergent.
Threats: Has many major global competitors with its main one being PepsiCo and Coca-Cola.
These competitors may develop marketing strategies to eliminate Citrola. There may be an
economic downturn in the business cycle. Political and law & order Situation is a big threat.
Secondly, a thought that comes into our minds is that the soft drinks are unhealthy and it can
create obesity.
Environmental Analysis
PEST Analysis
Political factors
Social-cultural factors
Technological factors
Political
Federal excise duty and sales tax on production capacity (Aerated waters) applied on 28 Feb
2014. This tax will affect the production of the soft drink, as the tax will increase cost. But as
we are planning to start the soft drink from Lahore, Karachi and then to the rest of Pakistan
the production would not be that high thus keeping tax low in the beginning of the business.
Economical
The macroeconomic and security challenges continue to weigh on the economy of Pakistan.
Growth is expected to remain modest in Fiscal Year 2014, largely reflecting fiscal
consolidation to deal with high deficits that have caused macroeconomic imbalances. The
government of Pakistan has embarked upon a program of fiscal and structural reform,
supported by an Extended Fund Facility Arrangement with the International Monetary Fund,
to restore macroeconomic balance, relieve energy shortages, and guide the economy toward
faster and more sustainable growth.
Economic performance
The moderate growth in gross domestic product (GDP) in fiscal year 2013 reflected the weak
macroeconomic fundamentals in recent years. Investment has remained low due to the energy
shortages and the security concerns which continue to undermine the investors’ confidence.
A fiscal pressure has kept the budget deficit very high for a second consecutive year. At the
same time, however, inflation has fallen into a single digit.
The GDP growth slowed to 3.6% in the fiscal year 2013 (ended 30 June 2013).
Economic prospects
Selected Economic Indicator (%) – Pakistan 2014 2015
GDP Growth 3.4 3.9
Inflation 9.0 9.2
Source: Asian Development Bank (ADB) estimates
The GDP growth is projected at 3.4% for fiscal year 2014, which is marginally slower than in
the fiscal year 2013. Agriculture is expected to be weaker due to a drop in cotton output,
which partly offset the improvement in sugarcane and rice crops. Ongoing rains, however,
may benefit the upcoming wheat crop, despite a reduction in the sowing area this year.
On the demand side, private consumption will remain as the main driver of economic growth,
which will be supported by the sustained inflow of remittances, low real interest rates, and
better credit availability at banks. The Government spending will be contained by fiscal
consolidation to bring down the budget deficit, but accelerated credit flows to the private
sector during the first 7 months of FY2014 indicate an uptick in private investment. Net
exports are expected to be modestly negative as import growth quickens to support improved
capacity utilization in manufacturing.
GDP growth is expected to be higher in FY2015, at 3.9%, as the impact of fiscal
consolidation eases somewhat, energy supplies improve, and the global economy strengthens.
Source: ADB. 2014. Asian Development Outlook 2014. Manila.
Social
Carbonated drinks do pose a negative impact on health due to chemical additives. Yet the
younger generation are so drawn by its taste that they are more prawn to get addicted to
carbonated drinks. It has become a part of the younger generation’s lifestyle so much that
they prefer soft drinks with snacks and all foods.
Technological
The main factor which has played a significant role in the expansion of the soft drink industry
is technology. This is clear from the development of cans, plastic bottles and improvements
in the distribution systems.
With the advancement of technology in mechanical and electronics engineering, the beverage
manufacturing industry has most benefitted. The production equipment was largely
dependent on human resource has now become independent and the only human resource
required is that to observe, maintain and repair the machines. Due to the increase in the
demand of carbonated drinks and its constant requirement throughout the year, high
technology and fast lines are installed. Most of the equipment used is imported from
Germany. The new equipment can automatically blow plastic bottles, fills it with the
carbonated drink, caps the bottles and pack it in crates.
Technological advances have helped the soft drink industry greatly. The introduction of
machines has helped fill the bottles with the liquid drink, through ‘Spouts’ as well as
machines that caps the bottles make production easier while keeping the variable cost (labor
cost) to a minimum.
COMPETITOR ANALYSIS
- Coca-cola(Coca- Cola Sub Products)
- Pepsi (Pepsi Co Sub-Products)
- 7up ((Pepsi Co Sub-Products)
- Sprite ((Coca- Cola Sub Products)
- Mirinda((Pepsi Co Sub-Products)
- Fanta (Coca- Cola Sub Products)
- Mountain Dew ((Pepsi Co Sub-Products)
Pepsi SWOT analysis 2013
Strengths Weaknesses1. Product diversity
2. Extensive distribution channel
3. Corporate Social Responsibility (CSR)
projects
4. Competency in mergers and acquisitions
5. Global Brand
6. Successful marketing and advertising
campaigns
7. Complementary product sales
8. Proactive and progressive
1. Low pricing
2. Questionable practices (using tap water but
labeling it as mountain spring water)
3. Much weaker brand awareness and market
share in the world beverage market compared
to Coca-Cola
4. Too low net profit margin
5. Confusing positioning strategy of 7Up which
clashes with Sprite too.
Opportunities Threats1. Growing beverages and snacks consumption
in emerging markets
2. Increasing demand for healthy food and
beverages
3. Further expansion through acquisitions
4. Bottled water consumption growth
5. Savory snacks consumption growth
1. Changes in consumer tastes
2. Water scarcity
3. Decreasing gross profit margin
4. Legal requirements to disclose negative
information on product labels
5. Decreasing value of Pakistani
6. Rupee
7. Increased competition from Coca-Cola
Sprite
Parent Company Coca Cola
Category Beverage
Sector Food Products
Tagline/ Slogan Mirchipai sprite katarkalagalai
USP Food is incomplete without Sprite
STP
Segment For all people seeking a soft drink for eating food with friends and family
Target Group All age groups Lower, middle and upper class people
Positioning Make your food more spicy with Sprite
SWOT Analysis
Strength
1.Excellent branding and advertising
2.Excellent distribution and availability
Weakness
1.Aerated drinks not popular with health conscious people
2.Long term ill effect of health
Opportunity
1.Leverage successful brand Coca Cola
2.Advertise more
3.Buy out competition
4.More Brand recognition
Threats
1.Threat from other aerated drinks competitors
2.Threat from substitutes like fruit juices
3.Boycott from health conscious people
Competition
Competitors
1. 7UP
2. Mountain Dew
7UP
Parent Company Pepsi Co
Category Beverage
Sector Food Products
Tagline/ Slogan Mana lo Food Ka love
USP Food is incomplete without 7Up
STP
STP
Segment For all people seeking a soft drink for eating food with friends and family
Target Group All age groups Lower, middle and upper class people
Positioning Make your food more spicy with Sprite
SWOT Analysis
Strength
1.Excellent branding and advertising
2.Excellent distribution and availability
Weakness
1.Aerated drinks not popular with health conscious people
2.Long term ill effect of health
Opportunity
1.Leverage successful brand Coca Cola
2.Advertise more
3.Buy out competition
4.More Brand recognition
Threats
1.Threat from other aerated drinks competitors
2.Threat from substitutes like fruit juices
3.Boycott from health conscious people
Competition
Competitors 1. Sprite
Marketing Research Plan
Define Objective and Problem: What should be the product taste, Pricing, Reasons behind
not consuming carbonated drinks, what should be the taste and do costumers are in a mood to
welcome a new carbonated drink in citrus flavor.
Determine your Research Design: We have used exploratory research as we have used
surveys and secondary data collection for our research.
Design and Prepare Research Instrument: We have prepared a questionnaire for gathering
information and other secondary sources for data collection.
Sampling and Data Collection: We have got our questionnaires filled by 100 respondents in
universities and colleges.
Analyze Data: We have used SPSS statistical software for analyzing the data and results are
shown at the end of this plan.
Visualize and Communicate Results: We used bar graphs to illustrate our results which can
be seen in the Appendix. And the results of the survey can be read on the next page.
CONSUMERANALYSIS
Market survey
We posted and circulated a questionnaire (Apendix1) online, and received the responses from
the sample of 100 people. The result we have given in this marketing plan is in the form of
Bar charts and statistical tables can be found at the end of the report.
The Result
60% of the Sample size was male and 40% female (Appendix 2).
70% of the Sample Population was from Karachi and 30% from Lahore ( Appendix 3).
60% of the Sample Population was students (Appendix 4).
45% of the Sample was of between 15 to 20 years old, 43% was between 21 to 25 years old,
and 12% was over 25 years of age (Appendix 5).
85% of the sample consumed soft drinks (Appendix 6). And more than 50% consumed it on a
weekly basis (6-15 times a month) (Appendix 7)
Approximately 85% of the sample drinks more than 4ltr a month.
Approximately 50% of the sample believes the quality of the packaging to be below average.
(Appendix 8)
Approximately 60% of the sample believes that the amount of gas or fizziness in the
carbonated drinks is average. (Appendix 9)
55% of the ample believes that carbonated drinks are tastier than non-carbonated drinks
(Appendix 10). And 45% use it to relieve thirst. And around 50% believe it to be a necessity
with food.
Around 50% believe it to be somewhat refreshing. (Appendix 11)
80% of the sample agrees with the fact that consuming carbonated drinks is unhealthy.
(Appendix 12). And for 60% being unhealthy is a reason for not consuming carbonated
drinks (Appendix 13).
Around 80% of the sample preferred a lemon flavored citrus carbonated drink (Appendix 14)
Market segmentation and Targeting
Market segmentation
Demographics:
- Age: 15 – 30
- Family Life Cycle: Bachelors, engaged, newly married couples.
- Gender: Male and Female
Geographic:
Currently we are launching this drink in Karachi and Lahore, though other future options will
be considered.
Behavioral:
- Benefits: Quality, Economy, Convenience
- Occasions: Regular occasions
- Usage rate: High demand in summer
- Readiness stage: Aware
- Attitude towards product: Positive
Psychographic:
- Social Class:
- Middle class- Students, Professionals, independent business persons.
- Lifestyle: Achievers
- Personality: Variety seekers and outgoing people.
Targeting
We are targeting people from Karachi and Lahore, with age group of 15 to 30 and who seek
variety in soft drinks.
Mass marketing (Undifferentiated marketing): This product named ascitrola would be same
for the whole market segment and will ignore the differences in market segments.
Branding Plan
Apple doesn’t just sell computers and music
equipment; it sells well-designed products that
are easy to use. Are they the best computers on
the market? No. (Well, I guess that depends on
what side of the Mac-PC debate you're on.) But
Apple sells a lot of them at twice the price because of the way Apple positions its brand in the
market. This goes beyond your product itself -- it's about selling the problem you are solving.
Your brand is just not your product, your logo, your website, or your name. It’s what
your customers perceive about you, and how you make them feel. Chances are you're not the
only company out there selling your product or service. Figure out what your company does
best beyond what you sell, and make it a part of your brand strategy.
Since we will be facing a stiff competition from Coke and Pepsi products, therefore we have
decided to go to compete against Sprite, 7up and Mountain Dew because these are the
products that have resemblance with our product in taste and other aspects.
USP: Everybody is selling soft drinks to cure the thirst. But citrola is something more than
that, it refresher you, clears your mind, body and heart, taking things easy and a new way of
relaxation
Brand Name:
The brand name which we have selected is Citrola. Since its easy to remember and matches
our USP as ESP.
Tagline/Slogan: “Thirst Just Got Better”
Position Statement: Forget about the food, our youth has many more things to do that are
important and Citrola will help them achieve it by refreshing their mind, body and Hearts.
Value Proposition: Try something new with a new taste that will just refresh your whole
body.
Marketing Budget
Expenses Charged Fees
Advertising Funds (tvc) Rs. 25,00,000
Event Sponsorsips Rs. 15,00,000
Product Cost (14*250,000 Rs. 35,00,000
Publications Rs.100,000
Social Media Rs. 45,000
Billboards Rs. 30,00,000
Vendoring Machines Rs. 20,00,000
Distribution Rs. 20,00,000
Street Furniture Rs. 100,000
Brand Ambassador Rs. 10,00,000
Email Marketing Rs. 20,000
Radio Advertising Rs. 8,00,000
Total Funds Rs. 14565000
MARKETING MIX
Product:
In the beginning we will be launching our product in citrus flavors i.e. lemon and orange. Its
main motive is to provide costumers refreshing and healthy carbonated soft drinks. As there
are not many citrus flavored carbonated soft drinks except Mirinda, Fanta, 7up and Sprite. It
will be available in different bottle size. Since we are targeting youth, it will positioned with
an image of friendship, music, sports, team-work and sharing. The whole positioning and
placement strategy will explained later in branding plan.
The beverage container is very unique in the way that consumer can refill or re-use it. We
will be first to launch this kind of bottle which will result in a new product feature as a
competitive edge from product usage point of view. As the time progresses we will make sure
that technology improvements are being done to create an impression that our company cares
about satisfying its customers.
Features Benefits
New bottle design.
A whole new taste.
Healthier than other soft drinks
A best way to fight dehydration
Ergonomically Designed
Refreshes your mind, body and heart.
Helps to fight Heat.
Healthy Product.
Available in Many Sizes.
Cheaper than other competitors products.
Bottle Sizes
250 ML Can (Appendix 15)
200 ML Bottle (Appendix 16)
330 Ml Pet Bottle
1 Litre
1.5 Litres (Appendix 17)
2.5 Litres
Rs. 25
Rs. 18
Rs. 35
Rs. 58
Rs. 75
Rs. 95
Pricing Strategy
On the right is a marketing tool to work out
pricing strategy. Citrola have a to get a good
market share, competitor pressure has forced
customer sensitivity to price to be fairly high,
sales volume is of course should be high and
profit margin has to be fairly low as the Citrola
products are fast moving consumer goods and
new entrants. These points to penetration
strategy, it means the setting of lower rather than
high prices to achieve potentially dominant market share. This can only be done where
demand for the product is believed to be highly flexible, basically demand is price-sensitive
and either new consumer will be attracted, or existing consumers will buy more of the
product because of a low price. A good penetration strategy may lead to large amount of sales
and large market share.
The strategy may also promote complimentary products. The main product may be priced
low to attract sales, customers are then sold accessories on special occasions and events. This
strategy will work nicely in promoting re-use of Citrola packaging via a beverage holder of
vessel which is purchased separately and refilled. The potential disadvantage of bringing in
this strategy is the likelihood of competitors doing the same by reducing their prices,
therefore damaging any advantage of the reduced price. Price Penetration is most appropriate
in industries where standardization is important. The product that achieves high market
penetration often becomes the industry standard, in regards to the new Citrola beverage
vessel is trying to create a standardization of how consumers use the beverage container.
Citrola are likely to receive stiff competition soon after introduction of the product, although
the product that achieves high market penetration often becomes the industry standard and
other products, even superior products, become marginalized. Standards carry heavy
momentum.
Promotion:
60% of the marketing funds are spent on advertising. Primarily TV advertising with radio,
magazine, cinema, sports activities and brand ambassadors. Other promotional items include:
point of sale material, consumer premiums (e.g. clothing, caps, etc.), sporting and concert
sponsorships, transparent advertising, billboards, Internet Marketing.
Marketing Communications
Developing Effective Marketing Communication: Following are the steps of effective
Marketing communication
1. Identify the target audience
2. Determine the communication objectives
3. Design the message
4. Choose the media
5. Select the message source
6. Collect feedback
Identifying Target Audience: Since our target market is the youth mostly university
students. Our ad will take place in a university. And it takes place between students and a
teacher. It will be a student who will provoke the consumers to use our product in order to get
refreshment during 2 classes with a break of 5 minutes only. Those students just go into a box
of Citrola and they return in a refreshing mood as they are prepared for anything now. And
the teachers see that box, gets confused, and then a student (definitely our brand ambassador)
come and tell them the reason behind all this.
Determining the Communication objectives: Our communication objective is to aware,
knowledge and purchase
Designing a Message:
A hot and sunny afternoon in the university with air conditioning not working but the
students sitting in the class are smiling and are happy. The teacher is perplexed and asks them
why they are smiling in such heat. The students take them to the Citrola store make them
have it. The teacher feels fresh and looks forward to being thirstier.
“Thirst just got better”
Choose Media: This ad will be a TV commercial broadcasted on major channels of Pakistan
like Geo TV, Geo News, Jalwa Music Channel, 8XM Music Channel, THE MUSIK, ARY
Digital and through social Media
Selecting a Message: To make an impact on the minds of audience we have decided Ahmed
Shahzad (cricketer) to be the brand ambassador of our brand and communicate the message
Collecting Feedback: The feedback of this promotion will judge through sales as well as
how many people have seen this ad and how they have reacted to it through live interviews
Setting the Promotional Budget: Since we do not have any constraints in our budget, we are
using comparative method to match the advertising methods of our competitors.
The following areas of the marketing communications mix will all be looked at to consider
the relative strengths and weaknesses and if and how they will be applied in the case of this
plan.
Advertising - Any paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor.
Personal selling - Personal presentation by the firm’s sales force for the purpose of making
sales and building customer relationships.
Sales promotion - Short-term incentives to encourage the purchase or sale of a product or
service.
Public relations - Building good relationships with the company’s various publics by
obtaining favorable publicity, building up a good "corporate image", and handling or heading
off unfavorable rumors, stories, and events.
Direct marketing - Direct communications with carefully targeted individual consumers to
obtain an immediate response and cultivate lasting customer relationships.
Advertising Form Strengths Tools or Tactics
Billboards Seen by everyone, hard to
avoid, High presence, People
highly receptive
Introduce 3d Billboards,
Neon Display boards at
busiest roads of Karachi and
Lahore, at the shopping malls
TV Commercials Seen by a large audience, can
be targeted to specific
program and channel. It can
work as a good
communication Device.
We have to make some good
cult advertisements for
youth. That should be
enjoyable too. For example
Ufone Ads. Eid, Ramazan is
on its way as most soft drinks
are consumed in this month
and it’s a great opportunity
for us to transform our
product into a brand. And
make a place into consumer’s
minds
Newspapers/Magazines Target market specific, Advertising in lifestyle
readers highly receptive. magazines, Jang and Dawn
with any emphasis on sports,
fitness, health,
entrepreneurship and other
youth related ideas in
Citrola’s lifestyle image
would be a viable form of
advertising for the new
product.
Public and Street
Display ads or furniture
Strengths: Seen by a large
audience, events or places
e.g. Cricket stadiums,
Musical concerts etc. good
for brand association.
Citrola will sponsors football
from Pakistan cricket world
cup with emphasis on
Citrola’s healthier drink. We
will be heading to
universities to promote our
drink among youth.
Sponsoring their ideas and
various humanitarian efforts
which is good for brand
image
\Internet Marketing Better Costumer Support,
Long Term relationships,
Reduce overall marketing
costs, Design our brand’s
personality
Citrola will share videos,
new promotional activities,
polls, competition, SEO and
other internet Activities.
As already said Citrola wants to be a massive national brand with huge brand awareness, the
emphasis of advertising would be on a TV advertising campaign as well as on company
website and virally spread on social media websites sites such as YouTube, Facebook and
twitter. The advert should gain cult status and in theory the target market will virally spread
the advert to friends in the same market. Consumers are highly responsive to videos they
have chosen to watch on the web. Reaching the target market through more sport such as
cricket and football, sponsorship of innovative ideas and humanitarian events, students
competition to promote Citrola brand image
Personal Selling
The sales force needs to communicate with current distribution channels for Citrola. Citrola
will currently distribute cooler fridges and vending units to community centers, sports halls
and shops. These would be replaced via liquid dispensing vending units, if we offer them
effective incentives. Along with information on the benefits of switching units incentives
based on Citrola sponsorship deals could be offered such as free tickets to sporting events,
such as cricket.
Sales Promotion
Online Coupon: Coupons are available on line. Consumers print them out and take
them to the store. It seems more exclusive than in store coupons, encourages users
onto company website. Online coupons are much more accessible than regular
coupons and the process of getting them online could be linked with
Online Interactive: Promotional Game: Consumers play an interactive game
associated with the promoted product. It will keep customer on website, likely to pass
on to friend therefore viral Interactive ads online make a nice experience for the user,
a flash game could allow users to experience the new vending method.
Contests/sweepstakes/games: The consumer is automatically entered into the event
by purchasing the product. Good prizes are likely to draw repeat purchases to try
again. Contests linked with Citrola sponsorship companies, such as competitions for
tickets to sporting events for e.g. winner of that competition will get a chance to travel
with Pakistan Cricket team to Australia for world cup.
We can also create partnership with any NGO to support Thar Victims that drink a
bottle of Citrola and donate the amount to the victims.
Press Release:
Regarding CO2 emissions: It will result in increased brand image appeal, Show
Company to be socially responsible Produce an article in newspapers on Citrola’s new
product which is sustainable on every front, materials, production and re-usable
packaging. Showing Coke’s recognition of global responsibility to reduce CO2
emissions.
Regarding child obesity: There is an increasing need for health drinks our product
focuses on health too. So it can also increase brand image appeal, Show Company to
be socially responsible. We can print an article in newspapers about our new product
range with fitness and health in mind.
Direct Marketing
Direct Marketing effectiveness can be measured directly. Let’s take if Citrola sent out one
million advertisements/promotions via email then at least 100,000 customers can be tracked
who have responded to this email. In this way we can analyze the success of that email
campaign directly through the response
Place:
We will distributing it to consumers via various channels e.g. major supermarket chains,
cafes, university canteens, cinemas, restaurants and fast food outlets (KFC, Pizza Hut and
Mcdonalds etc.).We’ll also have refrigerated vending machines at various locations like
universities and workplaces, shopping malls and Supermarkets like Naheed Super Store,
Imtiaz Super Store and Hyper star etc. and at leading universities of Karachi & Lahore. Like
IBA, IoBM, SzabistKhi, N.E.D, Fast, Karachi University, MAJU, SSUET, Comsats Lahore,
LUMS, UET Lahore etc. Service the right pack size at the right price, in the right place at the
right.
Secondly, we will make sure that our distributors, suppliers etc. will remain loyal with us and
too so we will announce that they will be sharing 20% profit with us for first 2 years, in order
to capture their loyalty. We will be outsourcing our distribution to Agility Logistics as they
are the one who are the distributors of Coke and Pepsi products too. So they can help us in
improving our operations in future with the help of their valuable information.
APENDIX
Appendix 1 (Questionnaire)
Carbonated drinks
*Required
1. Do you consume soft drinks? *
o Yes
o No
2. Do you know about citrus flavored carbonated drinks? *
o Yes
o No
3. Have you ever had a citrus flavored carbonated drink? *Citrus flavored drinks include Orange (Fanta)
and Lemon (sprite/7-up) flavored carbonated drinks *
o Yes
o No
4. Which citrus flavor would you prefer in a carbonated drink? *
o Orange
o Lemon
5. Which of the following drinks did you drink last: *
o Coca-Cola
o Pepsi
o 7-up
o Sprite
o Mirinda
o Mountain Dew
o Other:
6. Rank your preference (1 to 6) in terms of 1 being your first choice and 6 being your last choice *
1 2 3 4 5 6
Coca-aola
Pepsi
7-up
Sprite
Mirinda
Mountain
Dew
7. On average, how often do you drink carbonated soft drinks in a month? *
o Never
o Occasionally (1-5 time)
o Weekly (6-15 times)
o Daily (16-30 times)
o More than 30 times
8. When buying a carbonated drink for yourself, which do you prefer? *
o 250ml
o 500ml
o 1.5ltr
o Multiple purchase (2 or more bottles/cans)
9. Rate soft drinks on a scale of 1 to 5 *
PoorBelow
Average Average Good Excellent
Gas Content
(Fizziness)
Packaging
Satisfaction after
consumption
10. Please indicate your level of agreement or disagreement with each of the following statement about
carbonated soft drinks *
Extremely To a certain extent Very little Not at All
Tastier than non
carbonated drinks
Are not harmful to
health
Are as similar to
drinking water to
me
I consume them to
relieve my thirst
Is a must to food
and snacks
11. Rate carbonated soft drinks in terms of being *1 being least and 4 being the most *
1 2 3 4
Tasty
Expensive
Healthy
Refreshing
12. What are the reasons for not consuming carbonated your most preffered soft drinks? *you can choose
more than 1 *
o Does not taste good
o Expensive
o Chemical additives
o Not available easily
o Unhealthy
o Other:
13. What, if anything, your favorite soft drinks could have done better? (Please be specific)
14. Name
15. Gender *
o Male
o Female
16. City/Town *
17. Age *
o 15-20
o 21-25
o 26-30
o 31-35
o 36 and above
18. Occupation *
o Student
o Working
o Running a business
o House wife
o Other:
Appendix 2
Appendix 3
Appendix 4
Appendix 5
Appendix 6
Appendix 7
Appendix 8
Appendix 9
Appendix 10
Appendix 11
Appendix 12
Appendix 13
Appendix 14
Appendix15
Appendix 16
Appendix 17