Global Marketing Presentation Pakola

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GLOBAL MARKETING

PRESENTATION -PAKOLA[Type the document subtitle]

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GLOBAL MARKETING PRESENTATION - PAKOLA

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Table of Contents

BRAND INTRODUCTION: ............................................................................................................................... 3

MISSION STATEMENT: .............................................................................................................................. 3

VISION STATEMENT: ................................................................................................................................. 3

RECENT ACCOMPLISHMENTS: .................................................................................................................. 3

ONLINE ORDER: ......................................................................................................................................... 4

PAKOLA (MEHRAN BOTTLERS) BUSINESS PORTFOLIO: ............................................................................. 5

MEHRAN BOTTLERS BEST KEPT SECRET - COCA COLA! .......................................................................... 6

DISTRIBUTION NETWORK: ........................................................................................................................ 7

PLANNING ................................................................................................................................................. 7

Quality Policy: ....................................................................................................................................... 8

Environmental Policy: ........................................................................................................................... 8

Food Safety and Hygiene Policy: ........................................................................................................... 9

PORTERS MODEL OF FIVE FORCES: ............................................................................................................ 10

THREAT OF NEW ENTRANTS: .................................................................................................................. 10

BARGAINING POWER OR BUYERS: .......................................................................................................... 10

THREAT OF SUBSTITUTES: ....................................................................................................................... 10

BARGAINING POWER OF SUPPLIERS: ...................................................................................................... 10

INDUSTRY COMPETITIVENESS:................................................................................................................ 10SWOT ANALYSIS: ......................................................................................................................................... 12

Strengths: ................................................................................................................................................ 12

Weaknesses: ........................................................................................................................................... 12

Opportunities: ......................................................................................................................................... 12

Threats: ................................................................................................................................................... 12

BCG MATRIX ................................................................................................................................................ 13

PEST ANALYSIS ............................................................................................................................................ 14

POLITICAL: ............................................................................................................................................... 14

ECONOMICAL .......................................................................................................................................... 14

SOCIAL ..................................................................................................................................................... 14

TECHNOLOGICAL ..................................................................................................................................... 15


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BRAND INTRODUCTION:

Pakola range of soft drink brands owned by Mehran Bottlers. Product launched on 14thAugust 1950. Product varieties are Pakola Ice cream Soda, Pakola Orange, Pakola Lychee, Pakola Raspberry,

Pakola Fresh Lime and Pakola Vino. Current users include consumers from SEC A, B and C. From aged 10-35. The only Pakistani drink which is exported to many countries including USA and UK. Brand Essence:

o A truly Pakistani drink Brand Persona:

o Patriotic, Unique, Young "Dil Bola Pakola" world famous slogan.

MISSION STATEMENT:"It is to provide our customers all over the globe with premium quality beverages with a vast variety that

guarantees consumer satisfaction and also provide opportunities for growth to our employees and the

communities in which they operate"

VISION STATEMENT:

"Pakola has and will fulfill its promise to provide international quality beverages, made with the finest

ingredients to its consumers. And come up to their expectations at all costs"

RECENT ACCOMPLISHMENTS:

'Brand of the year award' 2006-2007 'Certificate of Recognition' 2006-2007 'Certificate of Recognition' 2007-2008 Certificate of Integrated Management System Registered with the EFU GENERAL life insurance company in order to provide work insurances to

their factory employees

Established a state of the art online consignment ordering system and service available ontheir website.


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ONLINE ORDER:

http://pakola.com.pk/karachi.html
http://pakola.com.pk/karachi.htmlhttp://pakola.com.pk/karachi.htmlhttp://pakola.com.pk/karachi.html


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PAKOLA (MEHRAN BOTTLERS) BUSINESS PORTFOLIO:

1. Pakola Orange.2. Pakola Lychee.3. Pakola Vino.4. Pakola Raspberry.5. Pakola Fresh Lime.6. Apple Sidra.7. Bubble Up.8. Double Cola.9. Ice Cream Soda.10.Vital Drinking Water.


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MEHRAN BOTTLERS BEST KEPT SECRET - COCA COLA!

One of the most surprising and eye opening discoveries we made during our time at Pakola was that

Mehran Bottlers are the ones who have been filling the Coca Cola cans for the past few years! It may

sound very surprising but it is very much true and can be verified precisely from the back of a Coke can!

Due to the lack of a canning facility for Coke in Pakistan. The designated this responsibility to Mehran

Bottlers who now use their canning facility to not only manufacture Pakola cans but also fill and ship

Coke cans all over Pakistan!


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DISTRIBUTION NETWORK:

They use several different networks. In Karachi they have their own distribution network, In Punjab they

only supply to wholesalers (Hyper star, Metro). They also have a magnanimous international market and

supply their products in Australia, USA, UK, Africa New eland, India, Netherlands and in Afghanistan.

Whole sellers, agencies and retailers are the main ends of the distribution network abroad.

PLANNING

Planning is the first and foremost function of the four managerial functions. Planning is the process of

determining how the management system will attain its objective. Organizations need to check whether

actions are being performed according to the plans or not, this process is called controlling. Controlling

helps to detect errors prevailing in the organization and the corrective actions required, in order to

reach the desired goals. Therefore, we can say that planning and controlling go hand in hand.

Pakola has been in the market for almost 55 years. Without appropriate planning this success would

have been impossible for Pakola and it could not have secured its current position. It must have planned

on a very large scale to begin and become such an established firm.

Organizational objectives flow naturally from a companys mission and vision statement. These

objectives must be continuously revised and updated according to the current conditions.

Pakolas organizational objectives are to: continuously improve its product, provide the best quality

product, always surpass consumer expectations and maximize consumer satisfaction.

Pakolas mission and objectives are presented comprise of three things: quality policy, environmental

policy and food safety and hygiene policy.

Achieving Objectives

Organizing

Controlling

Influencing

Planning


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Quality Policy:

Vision:

To be second to none in exceeding customer expectations for taste and flavor, product safety,quality and price competitiveness.

Mission:

To develop, implement and continuously improve the integrated management systems in aculture of continuous improvement which.

Objectives:

Directs the continual up gradation for efficient and environment friendly manufacturingtechnology.

Monitor and improve and efficiency and effectiveness of all business processes. Promotes professional and flexible work environment, teamwork and innovation throughemployee participation and process ownership. Drives customer orientation at all levels within the organization. Monitor and economize the cost of quality.

Environmental Policy:

Vision:

To be second to none in protecting our shared environment, as earth matters for our futuregeneration.

Mission:

To support this vision, we will continually.Objectives:

Comply with local and environmental regulations and strive to secure fundamentals reformsthat will improve their effectiveness and reduce cost of compliance.

Improve the environmental performance of our products and processes by minimizing thenegative impacts on the environment and adopting where practical production and recycling

method.

Use natural resources, including raw materials, energy, and water, as efficiently as possible. Take into account the principles of sustainable development in conducting its administrative,

manufacturing, marketing and social activities.

Participative in initiative to improve the quality of the environment.


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Food Safety and Hygiene Policy:

Vision:

No compromise on consumer health by maintenance and improvement of soft drink anddrinking water safety and workplace hygiene conditions.

Mission:

To develop, implement and improve the integrated food safety and quality managementsystems in a culture of continual improvement.

Objectives:

Provides framework for safeguarding the consumer health. Supports the use of scientific knowledge, risk analysis and controls in the enhancement of

hygiene conditions and practices.

Educates people in good manufacturing and sanitization practices.


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PORTERS MODEL OF FIVE FORCES:Porters model shows five forces namely, new entrants, buyers, substitutes and suppliers. These four

forces determine the fifth force, that is, the intense rivalry of competitors. These five forces determine

the industry attractiveness.

THREAT OF NEW ENTRANTS:

Big firms have an advantage related to cost.

To enter the beverage industry, a lot of capital is required

Many licenses are needed which are quite difficult to acquire.

New firm expects a lot of retaliation from competitors on entering the industry or market.

BARGAINING POWER OR BUYERS:

Pakola has a large number of customers.

Pakolas products like Ice cream soda and Raspberry are quite unique in flavor; this has led to brand

loyalty.

There are an extremely large number of buyers 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:

Pakolas customers are not likely to switch to other substitutes, however, customer will not have to pay

extra or more to switch.

The threat of substitutes poses a considerable threat to the overall profitability of the industry.

Examples include Pepsi and coke

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 far healthier drinks such as fresh fruit juices,

BARGAINING POWER OF SUPPLIERS:

Many suppliers in the beverage industry so it is not a problem for firms to switch their suppliers.

Low bargaining power

INDUSTRY COMPETITIVENESS:

The players in the beverage industry have one of the moat competitive rivalries in any industry. In

Pakistan, the market is dominated by the two international giants. Pepsi and Coke, with market shares

respectively of 77%, and 16%


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Yet even with approximately 5% of the total market share, Pakola can still manage to be profitable in a

cut-throat Industry, if it develops a proper strategic plan because the beverage Industry is a reasonably

attractive industry to be in,

Its 55 years of established presence makes it a very established firm which gives it an edge over others

Mehran Bottlers' current focus is one of a lackluster "if it ain't broke, then don't fix it" attitude, that

stems from its history of centralized power base and tall and unprofessional organizational structure.


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SWOT ANALYSIS:SWOT analysis is an acronym for Strengths, Weaknesses, Opportunities and Threats. This is a strategy

formulation tool which compares internal strengths and weaknesses of a firm with its opportunities and

threats. Strength and weaknesses relate to a firms internal condition whereas opportunities and threats

relate to the external environment of a firm.

Strengths:

55 years old. Fully established firm.

Customers who are incredibly brand loyal.

Their bottling plant is fully automated.

A very feasible and strong order system i.e. booking through an online system.

Weaknesses:

Their distribution network is very weak.

No marketing at all. No public awareness.

Inappropriate organization structure.

Centralized structure.

Unskilled and untrained workers.

No proper training programs.

Plans have loop holes.

Opportunities:

Growth rate of food industry is quite high.

In rural areas, demand is very high.

International markets.

Threats:

Engrohas entered into the beverage industry posing threat to Pakola.

Imports of beverages.


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Severe competition from current competitors.

Current competitors are huge and very strong.

Sugar prices are quite high.

BCG MATRIXBCG matrix helps the managers of an organization develop strategies in accordance with the market

share and market growth of the business.


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PEST ANALYSISPEST stands for Political, Economical, Social and Technological. This is the study of the external

environment of a company. Plans should be made according to the fluctuating external conditions.

These are the things that affect an organization in several ways.

POLITICAL:

Political instability

Current conditions of the city

Difficult for the managers to keep workers united

Absenteeism rate is high due to petty issues related to workers affiliations with various political parties

prevalent in the region

Laws

Gas supply cut on Sundays

No water supply but payment of bill is compulsory

ECONOMICAL

Sugar prices are extremely high now, which makes it difficult for Pakola as it increases their cost of

production.

Firms in the beverage industry have switched from sugar to high fructose corn syrup.

Unofficial tax

Fluctuation of tax rates

Current price of diesel is rs105 and petrol, rs 103 and CNG is available 4 times a week. This poses a lot

of threat to Pakola: absenteeism rate is high, no vehicles available.

SOCIAL

There has been a shift in the trend of serving traditional drinks to beverages and cold drinks in the ruralparts of Pakistan. This has served as being positive for Pakola as this is considered as the national drink

of Pakistan; more people demand it in rural areas.

Main revenue from interior Sindh

High demand of Pakistani nationals abroad


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TECHNOLOGICAL

This industry does not depend on technological advancement so much so there isnt a lot of competition

in technology. However, machines are still needed in the process so the more advanced they are, the

more successfully you can produce quality products.

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Global Marketing Presentation Pakola

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