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