LAUNCHED IN FRANCE, IN NOVEMBER 2002, BY TAWFIK LAUNCHED IN FRANCE, IN NOVEMBER 2002, BY TAWFIK

MATHLOUTHIMATHLOUTHI

THE COMPANY IS CURRENTLY BASED IN DUBAI IN THE UNITED THE COMPANY IS CURRENTLY BASED IN DUBAI IN THE UNITED

ARAB EMIRATESARAB EMIRATES

MEANS OF AIDING PALESTINIANS BY TAPPING INTO DEMAND MEANS OF AIDING PALESTINIANS BY TAPPING INTO DEMAND

FOR ALTERNATIVE PRODUCTS IN EUROPEAN COUNTRIES. HE FOR ALTERNATIVE PRODUCTS IN EUROPEAN COUNTRIES. HE

HAD BEEN INSPIRED BY A POPULAR IRANIAN SOFT DRINK, HAD BEEN INSPIRED BY A POPULAR IRANIAN SOFT DRINK,

ZAM ZAM

ZAM COLA ZAM COLA

MECCA-COLA IS NOW SOLD IN SOME PARTS OF THE ARAB MECCA-COLA IS NOW SOLD IN SOME PARTS OF THE ARAB

WORLD AS WELL AS IN CERTAIN REGIONS OF EUROPE, U.S.A, WORLD AS WELL AS IN CERTAIN REGIONS OF EUROPE, U.S.A,

ASIA & OTHER REGIONS ASWELLASIA & OTHER REGIONS ASWELL

THE COMPANY ALSO SELLS A RANGE OF FRUIT-FLAVORED THE COMPANY ALSO SELLS A RANGE OF FRUIT-FLAVORED

SOFT DRINKS UNDER THE MECCA-COLA NAMESOFT DRINKS UNDER THE MECCA-COLA NAME

THE COMPANY WAS THE SPONSOR OF — AND MECCA-COLA THE COMPANY WAS THE SPONSOR OF — AND MECCA-COLA

THE OFFICIAL DRINK OF — THE OCTOBER 2003 SUMMIT OF THE OFFICIAL DRINK OF — THE OCTOBER 2003 SUMMIT OF

THE ORGANIZATION OF THE ISLAMIC CONFERENCE (OIC), THE ORGANIZATION OF THE ISLAMIC CONFERENCE (OIC),

HELD IN MALAYSIAHELD IN MALAYSIA

PART OF ITS CORPORATE PHILOSOPHY IS ITS PLEDGE TO DONATE 10% OF PART OF ITS CORPORATE PHILOSOPHY IS ITS PLEDGE TO DONATE 10% OF

ITS PROFITS TO FUND HUMANITARIAN PROJECTS (SUCH AS SCHOOLS) IN ITS PROFITS TO FUND HUMANITARIAN PROJECTS (SUCH AS SCHOOLS) IN

THE PALESTINIAN TERRITORIESTHE PALESTINIAN TERRITORIES

ANOTHER 10% TO CHARITIES IN THE COUNTRIES IN WHICH ANOTHER 10% TO CHARITIES IN THE COUNTRIES IN WHICH

THE DRINK IS SOLD.THE DRINK IS SOLD.

PEACEFUL PROTEST AGAINST U.S PRODUCTS AND POLICIES.PEACEFUL PROTEST AGAINST U.S PRODUCTS AND POLICIES.

IN BIRMINGHAM POST 01-07-2003, TAWFIK MATHLOUTHI SAID: IN BIRMINGHAM POST 01-07-2003, TAWFIK MATHLOUTHI SAID:

““THIS IS NOT JUST A BEVERAGE; THIS IS ABOUT BOYCOTTING THIS IS NOT JUST A BEVERAGE; THIS IS ABOUT BOYCOTTING

AMERICAN PRODUCTS.”AMERICAN PRODUCTS.”

THE SOFT DRINKS SET TO BECOME WORLD'S LEADING BEVERAGE THE SOFT DRINKS SET TO BECOME WORLD'S LEADING BEVERAGE

SECTORSECTOR

GLOBAL CONSUMPTION OF SOFT DRINKS IS RISING BY 5% A YEAR.GLOBAL CONSUMPTION OF SOFT DRINKS IS RISING BY 5% A YEAR.

THE SOFT DRINKS MARKET IN PAKISTAN ENJOYS DYNAMIC THE SOFT DRINKS MARKET IN PAKISTAN ENJOYS DYNAMIC

GROWTH IN BOTH VOLUME AND VALUE TERMSGROWTH IN BOTH VOLUME AND VALUE TERMS

MULTINATIONAL COMPANIES HAVE MAINTAINED STANDARDS MULTINATIONAL COMPANIES HAVE MAINTAINED STANDARDS

OVER THE YEARS TO PROVIDE THE NATION WITH HIGH-QUALITY OVER THE YEARS TO PROVIDE THE NATION WITH HIGH-QUALITY DRINKS DRINKS

PEPSI IS THE MOST POPULAR AND LEADER BRAND IN THE PEPSI IS THE MOST POPULAR AND LEADER BRAND IN THE

PAKISTANI MARKETPAKISTANI MARKET

COCA-COLA IS THE SECOND FAVORITE SOFT DRINK AFTER PEPSICOCA-COLA IS THE SECOND FAVORITE SOFT DRINK AFTER PEPSI

BOTH THESE GIANT COMPANIES HAVE BEEN RULING SINCE LONG BOTH THESE GIANT COMPANIES HAVE BEEN RULING SINCE LONG

TIME ON THE SOFT DRINK MARKETTIME ON THE SOFT DRINK MARKET

THE MARKET CAN BE CATEGORIZED AS UNDER ACCORDING TO THE THE MARKET CAN BE CATEGORIZED AS UNDER ACCORDING TO THE MAJOR PLAYERS:MAJOR PLAYERS:

LEADERLEADER CHALLENGERCHALLENGER FOLLOWERSFOLLOWERS NICHERNICHER

PepsiPepsi

Almost 70 %Almost 70 %

Coca-ColaCoca-Cola

Almost 20%Almost 20%

Mountain DewMountain Dew

7-up7-up

SpriteSprite

MirindaMirinda

Bubble-upBubble-up

Amrit-ColaAmrit-Cola

Etc.Etc.

PEPSICOPEPSICO

PEPSI INTERNATIONAL IS A WORLD RENOWNED BRANDPEPSI INTERNATIONAL IS A WORLD RENOWNED BRAND

OPERATES ALMOST ALL OVER THE WORLDOPERATES ALMOST ALL OVER THE WORLD

PEPSI IS A SYMBOL OF HYGIENE, QUALITY AND SERVICE, ALL PEPSI IS A SYMBOL OF HYGIENE, QUALITY AND SERVICE, ALL

OVER THE WORLDOVER THE WORLD

PEPSI IS PRODUCING COLA FOR MORE THAN 100 YEARS AND IT PEPSI IS PRODUCING COLA FOR MORE THAN 100 YEARS AND IT

HAS DOMINATED THE WORLD MARKET FOR A LONG TIME.HAS DOMINATED THE WORLD MARKET FOR A LONG TIME.

PEPSICOPEPSICO

THE MARKET IN PAKISTAN IS DOMINATED BY PEPSITHE MARKET IN PAKISTAN IS DOMINATED BY PEPSI

IN 1971, FIRST PLANT OF PEPSI WAS CONSTRUCTED IN MULTAN, IN 1971, FIRST PLANT OF PEPSI WAS CONSTRUCTED IN MULTAN,

AND FROM THEIR AFTER PEPSI IS GOING HIGHER AND HIGHERAND FROM THEIR AFTER PEPSI IS GOING HIGHER AND HIGHER

COMPARED WITH OTHER COLA IN THE MARKET, IT IS A BIT COMPARED WITH OTHER COLA IN THE MARKET, IT IS A BIT

SWEETER AND IS CONSUMED BY ALL AGE GROUPSSWEETER AND IS CONSUMED BY ALL AGE GROUPS

GREATEST RIVAL IS COCA COLAGREATEST RIVAL IS COCA COLA

PEPSI WITH ITS AGGRESSIVE MARKETING PLANNING AND QUICK PEPSI WITH ITS AGGRESSIVE MARKETING PLANNING AND QUICK

DIVERSIFICATION IN CREATING AND PROMOTING NEW IDEAS DIVERSIFICATION IN CREATING AND PROMOTING NEW IDEAS

AND PRODUCT PACKAGING, IS SUCCESSFULLY MAINTAINING ITS AND PRODUCT PACKAGING, IS SUCCESSFULLY MAINTAINING ITS

NO.1 POSITION IN PAKISTAN NO.1 POSITION IN PAKISTAN

PEPSICOPEPSICO

PEPSI IS OPERATING IN PAKISTAN, THROUGH ITS 12 BOTTLERS ALL PEPSI IS OPERATING IN PAKISTAN, THROUGH ITS 12 BOTTLERS ALL

OVER PAKISTANOVER PAKISTAN

THESE BOTTLERS PRODUCE, DISTRIBUTE AND HELP IN THESE BOTTLERS PRODUCE, DISTRIBUTE AND HELP IN

PROMOTING THE BRANDPROMOTING THE BRAND

PEPSI ALSO LAUNCHED ITS FAST FOOD CHAIN KFC I.E.PEPSI ALSO LAUNCHED ITS FAST FOOD CHAIN KFC I.E.

"KENTUCKY FRIED CHICKEN.”"KENTUCKY FRIED CHICKEN.”

PEPSI COLA, MIRINDA, TEEM, 7UP, MOUNTAIN DEW, DIET 7UP, DIET PEPSI COLA, MIRINDA, TEEM, 7UP, MOUNTAIN DEW, DIET 7UP, DIET

PEPSI, LAYS, KURKURE, AQUAFINA, PEPSI TWIST AND TROPICANA PEPSI, LAYS, KURKURE, AQUAFINA, PEPSI TWIST AND TROPICANA

JUICESJUICES

　　 STRENGTHSSTRENGTHS

COMPANY HAS A VERY ESTABLISHED NAME AND COMPANY HAS A VERY ESTABLISHED NAME AND A GOOD REPUTATION.A GOOD REPUTATION.

PEPSI HAS LARGE MARKET SHARE THAN ITS PEPSI HAS LARGE MARKET SHARE THAN ITS COMPETITORS.COMPETITORS.

MOST OF THE CUSTOMERS ARE SATISFIED WITH MOST OF THE CUSTOMERS ARE SATISFIED WITH THE PRICE OF THE PEPSI.THE PRICE OF THE PEPSI.

PEPSI IS AN INTERNATIONAL COMPANY AND IT PEPSI IS AN INTERNATIONAL COMPANY AND IT HAS A VERY STRONG POSITION HAS A VERY STRONG POSITION INTERNATIONALLY.INTERNATIONALLY.

PEPSI HAS A VERY VAST DISTRIBUTION CHANNEL PEPSI HAS A VERY VAST DISTRIBUTION CHANNEL AND IT IS EASILY AVAILABLE EVERYWHERE. AND IT IS EASILY AVAILABLE EVERYWHERE.

EMPLOYEES ARE ALSO MOTIVATED.EMPLOYEES ARE ALSO MOTIVATED.

THE LOCATION OF THE PEPSI PLANT IS UTILIZED THE LOCATION OF THE PEPSI PLANT IS UTILIZED THAT ALL MAJOR MARKETS OF LAHORE ARE THAT ALL MAJOR MARKETS OF LAHORE ARE WITHIN THE REACH OF THE PEPSI PLANT WITHIN WITHIN THE REACH OF THE PEPSI PLANT WITHIN 30-45 MINUTES.30-45 MINUTES.

WEAKNESSESWEAKNESSES

PEPSI OFFERS VERYL LITTLE PEPSI OFFERS VERYL LITTLE INCENTIVE OR DISCOUNT TO ITS INCENTIVE OR DISCOUNT TO ITS RETAILERS.RETAILERS.

PEPSI TARGET ONLY YOUNG PEPSI TARGET ONLY YOUNG CUSTOMERS IN THEIR CUSTOMERS IN THEIR PROMOTIONS.PROMOTIONS.

CROWN OF THE DISPOSABLE CROWN OF THE DISPOSABLE BOTTLE IS NOT GOOD.BOTTLE IS NOT GOOD.

DEMAND OF DISPOSAL BOTTLE DEMAND OF DISPOSAL BOTTLE IS DECLINING. IS DECLINING.

PEPSI TIN PACK IS NOT PEPSI TIN PACK IS NOT AVAILABLE IN FAR OFF RURAL AVAILABLE IN FAR OFF RURAL AREAS. AREAS.

OPPORTUNITIESOPPORTUNITIES

COMPANY MAY START ENTERING RURAL COMPANY MAY START ENTERING RURAL AREAS ALSO.AREAS ALSO.

THE COMPANY MAY ALSO DIVERSIFY ITS THE COMPANY MAY ALSO DIVERSIFY ITS BUSINESS IN SOME OTHER POTENTIAL BUSINESS IN SOME OTHER POTENTIAL BUSINESS.BUSINESS.

INCREASED INTEREST OF PEOPLE IN INCREASED INTEREST OF PEOPLE IN MUSICAL GROUPS, CULTURAL SHOWS MUSICAL GROUPS, CULTURAL SHOWS AND SPORTS HAS PROVIDED AN AND SPORTS HAS PROVIDED AN OPPORTUNITY FOR PEPSI TO INCREASE OPPORTUNITY FOR PEPSI TO INCREASE ITS SALES THROUGH THEMITS SALES THROUGH THEM

THREATSTHREATS

THE MAIN COMPETITOR OF THE THE MAIN COMPETITOR OF THE COMPANY IS THE COCA COLA.COMPANY IS THE COCA COLA.

AT THE INTERNATIONAL LEVEL, PEPSI AT THE INTERNATIONAL LEVEL, PEPSI HAS A VERY STRONG COMPETITION HAS A VERY STRONG COMPETITION WITH COKE. WITH COKE.

COKE HAS STARTED ITS COKE HAS STARTED ITS ADVERTISEMENTS MORE EFFECTIVELY ADVERTISEMENTS MORE EFFECTIVELY TO INCREASE THEIR DEMAND AND IT IS TO INCREASE THEIR DEMAND AND IT IS A VERY STRONG THREAT FOR PEPSI. A VERY STRONG THREAT FOR PEPSI.

COLA DRINKS ARE NOT GOOD FOR THE COLA DRINKS ARE NOT GOOD FOR THE HEALTH SO THE AWARENESS LEVEL OF HEALTH SO THE AWARENESS LEVEL OF THE PEOPLE IS INCREASING WHICH IS A THE PEOPLE IS INCREASING WHICH IS A BIG THREAT TO THE COMPANY.BIG THREAT TO THE COMPANY.

““TO BECOME THE FIRST PRIORITY OF PEOPLE WHEN IT COMES TO SOFT TO BECOME THE FIRST PRIORITY OF PEOPLE WHEN IT COMES TO SOFT DRINKS”DRINKS”

TO ANTICIPATE THE ASPIRATION OF CONSUMERS AND CUSTOMERS TO ANTICIPATE THE ASPIRATION OF CONSUMERS AND CUSTOMERS

AND TO RESPOND CREATIVELY AND COMPETITIVELYAND TO RESPOND CREATIVELY AND COMPETITIVELY

TOTAL COMMITMENT TO EXCEPTIONAL STANDARDS OF PERFORMANCE TOTAL COMMITMENT TO EXCEPTIONAL STANDARDS OF PERFORMANCE

AND PRODUCTIVITY, TO WORKING TOGETHER EFFECTIVELY AND TO A AND PRODUCTIVITY, TO WORKING TOGETHER EFFECTIVELY AND TO A

WILLINGNESS TO EMBRACE NEW IDEAS AND LEARN CONTINUOUSLYWILLINGNESS TO EMBRACE NEW IDEAS AND LEARN CONTINUOUSLY

TO MAINTAIN HIGHEST STANDARDS OF CORPORATE BEHAVIOR TO MAINTAIN HIGHEST STANDARDS OF CORPORATE BEHAVIOR

TOWARDS EMPLOYEES, CONSUMERS AND THE SOCIETIES AND WORLD TOWARDS EMPLOYEES, CONSUMERS AND THE SOCIETIES AND WORLD

TO ACQUIRE SUCCESSTO ACQUIRE SUCCESS

THE MAJOR POINTS ARE AS FOLLOWS:THE MAJOR POINTS ARE AS FOLLOWS:

SALES GROWTHSALES GROWTH

REVENUE GROWTHREVENUE GROWTH

MARKET POSITIONING MARKET POSITIONING

ENHANCE MARKET SHARESENHANCE MARKET SHARES

CUSTOMER SATISFACTIONCUSTOMER SATISFACTION

GOODWILL & REPUTATIONGOODWILL & REPUTATION

DEMOGRAPHIC FACTORS ECONOMIC FACTORS

AGEAGE

The requirements of different age groups The requirements of different age groups are different. Mecca-Cola is available in are different. Mecca-Cola is available in different variants but its primary target different variants but its primary target will be people that belongs to age group of will be people that belongs to age group of 15-40.15-40.

POPULATION DISTRIBUTIONPOPULATION DISTRIBUTION

In Pakistan almost 35 % population resides In Pakistan almost 35 % population resides in urban areas and 65% population lives in in urban areas and 65% population lives in rural areas. Mecca-Cola should focus on rural areas. Mecca-Cola should focus on both rural and urban areas. People in both rural and urban areas. People in urban areas are likely to be convinced by urban areas are likely to be convinced by the brand name and philosophy.the brand name and philosophy.

INCOME AND INCOME PER CAPITAINCOME AND INCOME PER CAPITA

If the income per capita increases the If the income per capita increases the consumption increases. In Pakistan the consumption increases. In Pakistan the economic conditions are worst these days economic conditions are worst these days and it will be challenge for Mecca-Cola to and it will be challenge for Mecca-Cola to compete in such conditions.compete in such conditions.

CONSUMPTION BEHAVIORCONSUMPTION BEHAVIOR

Pakistan is a consumption oriented society Pakistan is a consumption oriented society and people spends heavily on food items. and people spends heavily on food items. Hence Mecca-Cola could gain a good Hence Mecca-Cola could gain a good market share in this society.market share in this society.

POLITICAL AND LEGAL FACTORS SOCIAL AND CULTURAL FACTORS

POLITICAL STABILITYPOLITICAL STABILITY

Whenever the government is considered Whenever the government is considered to be stable, the business will flourish. If to be stable, the business will flourish. If there is political stability in the country there is political stability in the country the policies and strategies made by the policies and strategies made by Mecca-Cola can consistently be Mecca-Cola can consistently be implemented.implemented.

LAW & ORDERLAW & ORDER

Unfortunately law & order situation in Unfortunately law & order situation in Pakistan is not in favor of business Pakistan is not in favor of business environment and it would be a challenge environment and it would be a challenge to run the business in such conditions.to run the business in such conditions.

RELIGIONRELIGION

The brand name of Mecca-Cola is The brand name of Mecca-Cola is associated with the religious values of associated with the religious values of Muslims and it is likely to boost the sales if Muslims and it is likely to boost the sales if properly promoted.properly promoted.

STRENGTHSSTRENGTHS WEAKNESESWEAKNESES INSPIRING BRAND NAME IN THE INSPIRING BRAND NAME IN THE PAKISTANI ENVIRONMENTPAKISTANI ENVIRONMENT

PRODUCT QUALITY IS COMPETITIVE PRODUCT QUALITY IS COMPETITIVE AND MUCH BETTER THAN THE PASTAND MUCH BETTER THAN THE PAST

LOW PRICE AS COMPARED TO LOW PRICE AS COMPARED TO COMPETITORSCOMPETITORS

HEAVY PROMOTIONAL BUDGETS ON HEAVY PROMOTIONAL BUDGETS ON TEASERS, AWARENESS AND TEASERS, AWARENESS AND PERSUASIONPERSUASION

HIGHLY AVAILABLE IN RURAL AREAS HIGHLY AVAILABLE IN RURAL AREAS AND URBAN AREASAND URBAN AREAS

NUMBER OF VARIANTSNUMBER OF VARIANTS

BRAND NAME REPRESENTING THE BRAND NAME REPRESENTING THE ISLAMIC VALUES ONLY WHICH COULD ISLAMIC VALUES ONLY WHICH COULD NOT BE EFFECTIVE IN ATTRACTING NOT BE EFFECTIVE IN ATTRACTING NON-MUSLIMS.NON-MUSLIMS.

FEWER PLANTS THAN COMPETITORS IN FEWER PLANTS THAN COMPETITORS IN THE STARTTHE START

AS A NEW COMER MECCA-COLA IS YET AS A NEW COMER MECCA-COLA IS YET TO DEVELOP MUTUALLY BENEFICIAL TO DEVELOP MUTUALLY BENEFICIAL RELATIONSHIPS WITH SUPPLIERS AND RELATIONSHIPS WITH SUPPLIERS AND DISTRIBUTORSDISTRIBUTORS

OPPORTUNITIES THREATS DEVELOPED MARKET OF CSD IN DEVELOPED MARKET OF CSD IN PAKISTANPAKISTAN

HIGH EXPECTATION OF GAINING LARGE HIGH EXPECTATION OF GAINING LARGE MARKET SHARE DUE TO ISLAMIC MARKET SHARE DUE TO ISLAMIC REPUBLICREPUBLIC

CHARITY CAUSE MAY ATTRACT LARGE CHARITY CAUSE MAY ATTRACT LARGE NUMBER OF CUSTOMERSNUMBER OF CUSTOMERS

COMPETITORS ARE NOT ADDRESSING COMPETITORS ARE NOT ADDRESSING RURAL AREAS AGGRESSIVELY AND RURAL AREAS AGGRESSIVELY AND PEOPLE OF RURAL AREAS CAN BE MORE PEOPLE OF RURAL AREAS CAN BE MORE EFFECTIVELY FASCINATED DUE TO EFFECTIVELY FASCINATED DUE TO CHARITY PURPOSE AND ISLAMIC CHARITY PURPOSE AND ISLAMIC VALUESVALUES

RECESSION CAN BE A MAJOR FACTOR RECESSION CAN BE A MAJOR FACTOR THAT CAN ADVERSELY AFFECT THE THAT CAN ADVERSELY AFFECT THE CUSTOMER BASECUSTOMER BASE

UNPLEASANT LAW AND ORDER UNPLEASANT LAW AND ORDER SITUATION IN PAKISTANSITUATION IN PAKISTAN

MISUSE OF BRAND NAME IS SO MISUSE OF BRAND NAME IS SO OBVIOUS IN PAKISTANOBVIOUS IN PAKISTAN

CONSPIRACIES AND CAMPAIGNS CONSPIRACIES AND CAMPAIGNS AGAINST BRAND NAME MAY AFFECT AGAINST BRAND NAME MAY AFFECT ITS ITS REPUTATIONREPUTATION

POSITIONINGPOSITIONING

POSITIONING STATEMENTPOSITIONING STATEMENT

“ “A SOFT DRINK FOR EVERYONE WHO DESIRES REFRESHMENT. MECCA-COLA A SOFT DRINK FOR EVERYONE WHO DESIRES REFRESHMENT. MECCA-COLA

IS THE ONLY BEVERAGE THAT OFFERS THE PARAMOUNT TASTE AND IS THE ONLY BEVERAGE THAT OFFERS THE PARAMOUNT TASTE AND

REFRESHMENT. WE ARE THE VOICE AGAINST INJUSTICE”REFRESHMENT. WE ARE THE VOICE AGAINST INJUSTICE”

POSITIONINGPOSITIONING

A SOFT DRINK FOR EVERYONE WHO DESIRES REFRESHMENT. MECCA-A SOFT DRINK FOR EVERYONE WHO DESIRES REFRESHMENT. MECCA-

COLA ISTHE ONLY BEVERAGE THAT OFFERS THE PARAMOUNT TASTE COLA ISTHE ONLY BEVERAGE THAT OFFERS THE PARAMOUNT TASTE

AND REFRESHMENT. WE ARE THE VOICE AGAINST INJUSTICEAND REFRESHMENT. WE ARE THE VOICE AGAINST INJUSTICE

MECCA-COLA IS A SOFT DRINK WHICH COMPLEMENTS RICH TASTE AND MECCA-COLA IS A SOFT DRINK WHICH COMPLEMENTS RICH TASTE AND

PARAMOUNT REFRESHMENT AVAILABLE IN DIFFERENT FLAVORSPARAMOUNT REFRESHMENT AVAILABLE IN DIFFERENT FLAVORS

POSITIONINGPOSITIONING

UNLIKE PEPSI AND COKE (BOTH OF THEM ACCOMPANYING THE U.S UNLIKE PEPSI AND COKE (BOTH OF THEM ACCOMPANYING THE U.S

POLICIES AGAINST THE MUSLIMS BY PROVIDING FUNDS IN TERMS OF POLICIES AGAINST THE MUSLIMS BY PROVIDING FUNDS IN TERMS OF

HEAVY TAXES), MECCA-COLA IS NOT ONLY A BEVERAGE BUT IS A VOICE HEAVY TAXES), MECCA-COLA IS NOT ONLY A BEVERAGE BUT IS A VOICE

AGAINST INJUSTICE WHICH IS DIRECTED TOWARDS HELPING THE POOR AGAINST INJUSTICE WHICH IS DIRECTED TOWARDS HELPING THE POOR

VICTIMS OF U.S POLICIES WHICH IS REFLECTED BY THE FACT THAT ITS VICTIMS OF U.S POLICIES WHICH IS REFLECTED BY THE FACT THAT ITS

10% REVENUES ARE AIDED TO THE POOR DESTRUCTED PALESTINIANS AND 10% REVENUES ARE AIDED TO THE POOR DESTRUCTED PALESTINIANS AND

10% REVENUES GIVEN AS THE CHARITY PURPOSE OF PAKISTANI NEEDED 10% REVENUES GIVEN AS THE CHARITY PURPOSE OF PAKISTANI NEEDED

COMMUNITY. COMMUNITY.

IN ADDITION TO THIS MECCA-COLA IS AVAILABLE AT LOWER IN ADDITION TO THIS MECCA-COLA IS AVAILABLE AT LOWER

PRICES THAN COMPETITORSPRICES THAN COMPETITORS

PRODUCT DIFFERENTIATIONPRODUCT DIFFERENTIATION

QUALITYQUALITY

TASTETASTE

VARIANTS VARIANTS

IMAGE DIFFERENTIATIONIMAGE DIFFERENTIATION

BRAND NAME IS ASSOCIAATED WITH ISLAMIC VALUES WHICH WILL BRAND NAME IS ASSOCIAATED WITH ISLAMIC VALUES WHICH WILL BE BE

AN EDGEAN EDGE

BOYCOTTING THE U.S BASED BEVERAGES AND PREFERRING BOYCOTTING THE U.S BASED BEVERAGES AND PREFERRING

MECCA-COLA IS THE WAY TO HELP THE POOR MUSLIMS AROUND MECCA-COLA IS THE WAY TO HELP THE POOR MUSLIMS AROUND

THE GLOBETHE GLOBE

PRODUCT REVIEWPRODUCT REVIEW

QuantityQuantity Price in RupeesPrice in Rupees

JumboJumbo 8080

1.5 Liters1.5 Liters 6565

1 Liter1 Liter 3737

500ml500ml 2626

250ml250ml 1515

TinTin 2525

PRODUCT ATTRIBUTESPRODUCT ATTRIBUTES

Ω ENERGYΩ ENERGY

Ω SODIUMΩ SODIUM

Ω CARBOHYDRATESΩ CARBOHYDRATES

Ω SUGARΩ SUGAR

Ω PROTEINΩ PROTEIN

Ω CAFFEINEΩ CAFFEINE

Ω OTHERSΩ OTHERS

ALL ELEMENTS SHOULD BE USED AFTER A CAREFULALL ELEMENTS SHOULD BE USED AFTER A CAREFUL

RESEARCH ABOUT THE PREFERENCE OF THE CONSUMERS.RESEARCH ABOUT THE PREFERENCE OF THE CONSUMERS.

BRANDINGBRANDING

THE BRAND NAME MECCA-COLA WILL TAKE ITS TIME TO MAKE THE BRAND NAME MECCA-COLA WILL TAKE ITS TIME TO MAKE

ITS PLACE IN THE CONSUMERS’ MINDITS PLACE IN THE CONSUMERS’ MIND

CONSUMERS’ WILL RECOGNIZE IT DEPENDING ON THE CONSUMERS’ WILL RECOGNIZE IT DEPENDING ON THE

PROMOTIONAL STRATEGIES OF THE MECCA-COLAPROMOTIONAL STRATEGIES OF THE MECCA-COLA

PACKAGINGPACKAGING

REGULAR BOTTLE REGULAR BOTTLE

TIN CANE OF 330MLTIN CANE OF 330ML

PET BOTTLE OF 500MLPET BOTTLE OF 500ML

1.5 LITER BOTTLE 1.5 LITER BOTTLE

2.5 LITER BOTTLE2.5 LITER BOTTLE

THE BRAND NAME OF MECCA-COLA SHOULD BE VISIBLE IN EACH THE BRAND NAME OF MECCA-COLA SHOULD BE VISIBLE IN EACH

TYPE OF PACKAGINGTYPE OF PACKAGING

COLORS SHOULD BE CHOSEN KEEPING IN MIND THE REFRESHMENT, COLORS SHOULD BE CHOSEN KEEPING IN MIND THE REFRESHMENT,

TASTE AND QUALITY OF THE PRODUCTTASTE AND QUALITY OF THE PRODUCT

LABELINGLABELING

NAME & QUANTITY OFNAME & QUANTITY OF INGREDIENTSINGREDIENTS

QUANTITY OF THE DRINK QUANTITY OF THE DRINK

THE LABEL OF THE MECCA-COLA SHOULD BE ATTRACTIVE THE LABEL OF THE MECCA-COLA SHOULD BE ATTRACTIVE

HAVING WRITTEN THE MECCA-COLA IN THE MIDDLE OF THE HAVING WRITTEN THE MECCA-COLA IN THE MIDDLE OF THE

BOTTLES AND TINSBOTTLES AND TINS

THE LABEL SHOULD CONTAIN THE SLOGAN OR BASIC IDEA THE LABEL SHOULD CONTAIN THE SLOGAN OR BASIC IDEA

BEHIND THE PRODUCT THAT IS TO HELP AND PROTECT THE BEHIND THE PRODUCT THAT IS TO HELP AND PROTECT THE

INNOCENT MUSLIMS i.e. INNOCENT MUSLIMS i.e. “VOICE AGAINST INJUSTICE”“VOICE AGAINST INJUSTICE”

PRICING IS AN IMPORTANT STRATEGIC ISSUE BECAUSE IT IS PRICING IS AN IMPORTANT STRATEGIC ISSUE BECAUSE IT IS

RELATED TO PRODUCT POSITIONINGRELATED TO PRODUCT POSITIONING

PRICING AFFECTS OTHER MARKETING MIX ELEMENTS SUCH AS PRICING AFFECTS OTHER MARKETING MIX ELEMENTS SUCH AS

PRODUCT FEATURES, CHANNEL DECISIONS, AND PROMOTIONPRODUCT FEATURES, CHANNEL DECISIONS, AND PROMOTION

TO MAXIMIZE THE MARKET SHARETO MAXIMIZE THE MARKET SHARE

TO MEET THIS OBJECTIVE, PRICE PENETRATION STRATEGY TO MEET THIS OBJECTIVE, PRICE PENETRATION STRATEGY

SHOULD BE EMPLOYEDSHOULD BE EMPLOYED

PRICE SHOULD NOT BE TOO LOW THAN THE PRICE WHICH THE PRICE SHOULD NOT BE TOO LOW THAN THE PRICE WHICH THE

COMPETITORS ARE CHARGING OTHERWISE THE BRANDWOULD COMPETITORS ARE CHARGING OTHERWISE THE BRANDWOULD

BE ASSOCIATED WITH THE LOWER MIDDLE CLASS ONLYBE ASSOCIATED WITH THE LOWER MIDDLE CLASS ONLY

PRICES SHOULD BE A LITTLE LOWER THAN THE COMPETITORS PRICES SHOULD BE A LITTLE LOWER THAN THE COMPETITORS

WHICH MEAN THAT SACRIFICING A LITTLE PROFIT FOR THE SAKE WHICH MEAN THAT SACRIFICING A LITTLE PROFIT FOR THE SAKE

OF GAINING THE MARKET SHAREOF GAINING THE MARKET SHARE

PEPSIPEPSISIZESIZE JUMBOJUMBO 1.5 Liters1.5 Liters 1 Liter1 Liter 500 ml500 ml RegularRegular TINTIN

PRICEPRICE 8585 7070 4040 3030 1616 2929

COCA-COLACOCA-COLASIZESIZE JUMBOJUMBO 1.5 Liters1.5 Liters 1 Liter1 Liter 500 ml500 ml RegularRegular TINTIN

PRICEPRICE 8585 7070 4040 3030 1616 2929

MECCA-COLAMECCA-COLASIZESIZE JUMBOJUMBO 1.5 Liters1.5 Liters 1 Liter1 Liter 500 ml500 ml RegularRegular TINTIN

PRICEPRICE 8080 6565 3737 2626 1515 2525

EFFICIENT AND SUFFICIENT CHANNELS OF DISTRIBUTIONSEFFICIENT AND SUFFICIENT CHANNELS OF DISTRIBUTIONS

DISTRIBUTORS ARE THE INSTITUTION THROUGH WHICH DISTRIBUTORS ARE THE INSTITUTION THROUGH WHICH

AVAILABILITY OF PRODUCTS IS POSSIBLEAVAILABILITY OF PRODUCTS IS POSSIBLE

TO CREATE AND MAINTAIN LASTING AND MUTUALLY BENEFICIAL TO CREATE AND MAINTAIN LASTING AND MUTUALLY BENEFICIAL

RELATIONSHIPS WITH DISTRIBUTORSRELATIONSHIPS WITH DISTRIBUTORS

TO MAKE THE PRODUCT AVAILABLE TO CUSTOMER AT ANT TIME TO MAKE THE PRODUCT AVAILABLE TO CUSTOMER AT ANT TIME

& ANY WHERE BASIS& ANY WHERE BASIS

MECCA-COLA SHOULD SET ITS PRODUCTION UNITS IN MAJOR MECCA-COLA SHOULD SET ITS PRODUCTION UNITS IN MAJOR

AREAS OF PAKISTAN LIKE LAHORE, SUKKUR, KARACHI, MULTAN, AREAS OF PAKISTAN LIKE LAHORE, SUKKUR, KARACHI, MULTAN,

FAISALABAD, QUETTA, PESHAWER, HYDERABAD, SAHIWAL ETC FAISALABAD, QUETTA, PESHAWER, HYDERABAD, SAHIWAL ETC

THIS WOULD NOT ONLY CUT THE TRANSPORTATION COST BUT THIS WOULD NOT ONLY CUT THE TRANSPORTATION COST BUT

ALSO JUST IN TIME DELIVERY TO THE WHOLESALERS AND ALSO JUST IN TIME DELIVERY TO THE WHOLESALERS AND

RETAILERSRETAILERS

MECCA-COLA SHOULD USE THE BOTH CHANNELS i.e. INDIRECT MECCA-COLA SHOULD USE THE BOTH CHANNELS i.e. INDIRECT

AND DIRECT DISTRIBUTION CHANNELS TO MAKE SURE THE AND DIRECT DISTRIBUTION CHANNELS TO MAKE SURE THE

FEASIBLE AVAILABILITY OF THE PRODUCTFEASIBLE AVAILABILITY OF THE PRODUCT

MANAGEMENT SHOULD MAKE SURE THAT THE RELATIONSHIPS MANAGEMENT SHOULD MAKE SURE THAT THE RELATIONSHIPS

WITH BOTTLERS & OTHER PARTNERS ARE MUTUALLY BENEFICIALWITH BOTTLERS & OTHER PARTNERS ARE MUTUALLY BENEFICIAL

WHOLESALER

RETAILER

CONSUMER

PRODUCTION PLANT

1.1. INDIRECT DISTRIBUTIONINDIRECT DISTRIBUTION

CONVENTIONAL MARKETING CHANNELCONVENTIONAL MARKETING CHANNEL

2. DIRECT DISTRIBUTION

THE LESS THE CHANNEL MEMBERS THE LESS WILL BE THE COST THE LESS THE CHANNEL MEMBERS THE LESS WILL BE THE COST

AND VICE VERSAAND VICE VERSA

TO CUT THE COST THE MANAGEMENT SHOULD IMPLEMENT TO CUT THE COST THE MANAGEMENT SHOULD IMPLEMENT

DIRECT DISTRIBUTION TO RETAILERS WHERE THERE IS POSSIBLE DIRECT DISTRIBUTION TO RETAILERS WHERE THERE IS POSSIBLE

AND FEASIBLEAND FEASIBLE

SPECIAL POINTSSPECIAL POINTS

HOTELS, RESTAURANTS, PUBLIC PARKS, BIG AND REPUTED SUPER HOTELS, RESTAURANTS, PUBLIC PARKS, BIG AND REPUTED SUPER

STORESSTORES

FOR EXAMPLE; AVARI PLAZA, PEARL CONTINENTAL, VILLAGE, FOR EXAMPLE; AVARI PLAZA, PEARL CONTINENTAL, VILLAGE,

MARRIOT, METRO, MACRO ETCMARRIOT, METRO, MACRO ETC

PRODUCTION PLANT

REGIONAL SALES DISTRIBUTOR

COMMON DISTRIBUTORS

WHOLESALERS

RETAILERS

MACRO OUTLETS

RETAILERS

FINAL CONSUMER

BOTH ATL AND BTL ACTIVITIES SHOULD BE USEDBOTH ATL AND BTL ACTIVITIES SHOULD BE USED

THE BLEND OF THESE ACTIVITIES IS IMPORTANT TO COMMUNICATE THE BLEND OF THESE ACTIVITIES IS IMPORTANT TO COMMUNICATE

THE BRAND AND MESSAGE TO THE TARGET MARKETTHE BRAND AND MESSAGE TO THE TARGET MARKET

TVCSTVCS

HEAVY PROMOTIONAL BUDGETHEAVY PROMOTIONAL BUDGET

THE MOST IMPORTANT SLOTS OF THE MOST VIEWED CHANNELS THE MOST IMPORTANT SLOTS OF THE MOST VIEWED CHANNELS

LIKE GEO TV, ARY, EXPRESS ETC SHOULD BE BOOKED AND THE LIKE GEO TV, ARY, EXPRESS ETC SHOULD BE BOOKED AND THE

ENTERTAINMENTS PROGRAMS LIKE DRAMAS, MUSICAL SHOWS ENTERTAINMENTS PROGRAMS LIKE DRAMAS, MUSICAL SHOWS

ETC SHOULD ALSO BE TARGETED IN ORDER TO COMMUNICATE ETC SHOULD ALSO BE TARGETED IN ORDER TO COMMUNICATE

THE MESSAGE THE MESSAGE

TVCS WILL BE LAUNCHED IN 3 DIFFERENT PHASESTVCS WILL BE LAUNCHED IN 3 DIFFERENT PHASES

PHASE-1PHASE-1TEASERSTEASERS

IN THE FIRST PHASE TEASER WILL BE LAUNCHED TO CREATE IN THE FIRST PHASE TEASER WILL BE LAUNCHED TO CREATE

CURIOSITY AMONG THE PEOPLECURIOSITY AMONG THE PEOPLE

THE TEASER WILL BE RUN FOR AROUND 5 TO 6 MONTHS ON THE TEASER WILL BE RUN FOR AROUND 5 TO 6 MONTHS ON

VARIOUS CHANNELS AND BILLBOARDS WILL ALSO BE USED FOR THIS VARIOUS CHANNELS AND BILLBOARDS WILL ALSO BE USED FOR THIS

PURPOSEPURPOSE

FOR EXAMPLE: “ARAHA HAY TAAZGI KA EHSAS PHIR AAP KAY FOR EXAMPLE: “ARAHA HAY TAAZGI KA EHSAS PHIR AAP KAY

PASS” WITH THE ISLAMIC BACKGROUND THEME MUSICPASS” WITH THE ISLAMIC BACKGROUND THEME MUSIC

ALTHOUGH IT WILL COST HIGH BUT ADVERTISING BUDGET CAN NOT BE ALTHOUGH IT WILL COST HIGH BUT ADVERTISING BUDGET CAN NOT BE

TAKEN TAKEN

AS GRANTED IF THE COMPETITION IS SO TOUGH LIKE IN THE CASE OF AS GRANTED IF THE COMPETITION IS SO TOUGH LIKE IN THE CASE OF

MECCA-COLA THERE ARE GIANT RIVALS LIKE PEPSI AND COKEMECCA-COLA THERE ARE GIANT RIVALS LIKE PEPSI AND COKE

PHASE-2PHASE-2 AWARENESSAWARENESS

AWARENESS REGARDING THE BRAND AND PREVIOUS MISCONCEPTIONS AWARENESS REGARDING THE BRAND AND PREVIOUS MISCONCEPTIONS

(CREATED BY RIVALS AND OTHER FORCES) WILL BE CORRECTED(CREATED BY RIVALS AND OTHER FORCES) WILL BE CORRECTED

THERE IS NOTHING WRONG IN SELLING THE BRAND NAME MECCA-COLA THERE IS NOTHING WRONG IN SELLING THE BRAND NAME MECCA-COLA

AND THEY CAN CONSULT WITH THE ULEMA AND MUFTIYAN-E-KARAM TO AND THEY CAN CONSULT WITH THE ULEMA AND MUFTIYAN-E-KARAM TO

SUPPORT THEIR VISIONSUPPORT THEIR VISION

A HUGE POPULATION OF THE PAKISTANI PEOPLE IS LIKELY TO CONVINCE A HUGE POPULATION OF THE PAKISTANI PEOPLE IS LIKELY TO CONVINCE

AFTER SUCH TYPE OF AWARENESS CREATING PROMOTION BECAUSE AFTER SUCH TYPE OF AWARENESS CREATING PROMOTION BECAUSE

THESE THESE

PEOPLE ARE MORE INTENDED TOWARDS THE APPROVALS OF ULEMA AND PEOPLE ARE MORE INTENDED TOWARDS THE APPROVALS OF ULEMA AND

MUFTIYAN-E-KARAM MUFTIYAN-E-KARAM

PHASE-2PHASE-2 AWARENESSAWARENESS

IN ADDITION THERE WILL BE THE PROMOTIONAL ADS REGARDING IN ADDITION THERE WILL BE THE PROMOTIONAL ADS REGARDING

THE THE

MISSION AND VISION OF THE BRAND I.E. TO BEAT THE PRIMARY MISSION AND VISION OF THE BRAND I.E. TO BEAT THE PRIMARY

COMPETITORSCOMPETITORS

THE CENTRAL POINT OF THIS SECTION OF PHASE 2 WILL BE THAT THE THE CENTRAL POINT OF THIS SECTION OF PHASE 2 WILL BE THAT THE

10% OF THE REVENUES GOES TO PALESTINIAN PEOPLE AND 10% GOES10% OF THE REVENUES GOES TO PALESTINIAN PEOPLE AND 10% GOES

TO THE NEEDY PEOPLE OF PAKISTANTO THE NEEDY PEOPLE OF PAKISTAN

PHASE-3

FULL FLEDGED PROMOTIONFULL FLEDGED PROMOTION

IN THIS PHASE PROMOTIONAL ADS WILL BE LAUNCHED TO IN THIS PHASE PROMOTIONAL ADS WILL BE LAUNCHED TO

PERSUADE THE TARGET COSTOMERSPERSUADE THE TARGET COSTOMERS

DIFFERENT AMBASSADORS RELATED TO DIFFERENT DIFFERENT AMBASSADORS RELATED TO DIFFERENT

PROFESSIONS WILL BE HIRED AND SHOWN IN THE ADSPROFESSIONS WILL BE HIRED AND SHOWN IN THE ADS

SOME ADS WILL BE DESIGNED IN SUCH A WAY THAT WILL APPEAL SOME ADS WILL BE DESIGNED IN SUCH A WAY THAT WILL APPEAL

THE ENTIRE PAKISTANI NATION LIKE CREATING THE JINGLE OF THE ENTIRE PAKISTANI NATION LIKE CREATING THE JINGLE OF

“ “APNA COLA HAY MECCA-COLA” AND “TAAZGI KA EHSAAS MECCA-APNA COLA HAY MECCA-COLA” AND “TAAZGI KA EHSAAS MECCA-

COLA KAY SATH” AND “ZINDAGI KAY RANG MECCA-COLA KAY COLA KAY SATH” AND “ZINDAGI KAY RANG MECCA-COLA KAY

SANNG”SANNG”

NEWSPAPERS AND MAGAZINESNEWSPAPERS AND MAGAZINES

THERE SHOULD BE THE NEWSPAPER ADVERTISING CAMPAIGN FOR THERE SHOULD BE THE NEWSPAPER ADVERTISING CAMPAIGN FOR

CREATING THE BRAND AWARENESS IN THE INTRODUCTORY PHASECREATING THE BRAND AWARENESS IN THE INTRODUCTORY PHASE

IT SHOULD ALSO CONTAIN THE FACTOR OF BRAND ASSOCIATION IT SHOULD ALSO CONTAIN THE FACTOR OF BRAND ASSOCIATION

WITH THE ISLAMIC VALUES AND HELPING PALESTINIANS BY GIVING WITH THE ISLAMIC VALUES AND HELPING PALESTINIANS BY GIVING

10% REVENUE TO THEM10% REVENUE TO THEM

THE ASSOCIATION OF OTHER BRANDS LIKE PEPSI AND COCA-COLA THE ASSOCIATION OF OTHER BRANDS LIKE PEPSI AND COCA-COLA

WITH WAR AGAINST MUSLIMS SHOULD BE EMPHASIZED IN HIDDEN WITH WAR AGAINST MUSLIMS SHOULD BE EMPHASIZED IN HIDDEN

WORDS TO CREATE A FAVORABLE ENVIRONMENT FOR THE MECCA-WORDS TO CREATE A FAVORABLE ENVIRONMENT FOR THE MECCA-

COLACOLA

BILLBOARDSBILLBOARDS

THE MAIN PURPOSE IS TO GRASP THE ATTENTION OF THE LARGE THE MAIN PURPOSE IS TO GRASP THE ATTENTION OF THE LARGE

POPULATION IN SHAPE OF INDIVIDUALS AND FAMILIES BY POPULATION IN SHAPE OF INDIVIDUALS AND FAMILIES BY

FAMILIARIZING THEM WITH THE BRANDFAMILIARIZING THEM WITH THE BRAND

IT WILL HELP TO BECOME ON THE TOP OF MINDS BECAUSE WHEN IT WILL HELP TO BECOME ON THE TOP OF MINDS BECAUSE WHEN

PEOPLE GO ON THE SIMILAR ROUTES TIME AND AGAIN THEY PEOPLE GO ON THE SIMILAR ROUTES TIME AND AGAIN THEY

WILL BECOME FAMILIAR WITH THE BRAND AND THE MESSAGEWILL BECOME FAMILIAR WITH THE BRAND AND THE MESSAGE

SALES PROMOTIONSALES PROMOTION

TO HELP IN BOOSTING THE SALES OF A PRODUCTTO HELP IN BOOSTING THE SALES OF A PRODUCT

THIS CAN BE DONE THROUGH AN ADVERTISING CAMPAIGN, PUBLIC THIS CAN BE DONE THROUGH AN ADVERTISING CAMPAIGN, PUBLIC

RELATION ACTIVITIES, A FREE SAMPLING CAMPAIGN, A FREE GIFT RELATION ACTIVITIES, A FREE SAMPLING CAMPAIGN, A FREE GIFT

CAMPAIGN, A TRADING STAMPS CAMPAIGN, THROUGH CAMPAIGN, A TRADING STAMPS CAMPAIGN, THROUGH

DEMONSTRATIONS AND EXHIBITIONS, THROUGH PRIZE GIVING DEMONSTRATIONS AND EXHIBITIONS, THROUGH PRIZE GIVING

COMPETITIONS, THROUGH TEMPORARY PRICE CUTS, AND THROUGH COMPETITIONS, THROUGH TEMPORARY PRICE CUTS, AND THROUGH

DOOR-TO-DOOR SALES, TELEMARKETING, PERSONAL SALES LETTERS, DOOR-TO-DOOR SALES, TELEMARKETING, PERSONAL SALES LETTERS,

AND EMAILSAND EMAILS

SALES PROMOTIONSALES PROMOTION

IN THE BEGINNING PHASE MECCA-COLA SHOULD USE FREE SAMPLING IN THE BEGINNING PHASE MECCA-COLA SHOULD USE FREE SAMPLING

CAMPAIGN, PRIZE COMPETITIONS IN SCHOOLS, COLLEGES AND CAMPAIGN, PRIZE COMPETITIONS IN SCHOOLS, COLLEGES AND

UNIVERSITIES WITH REWARDING MECCA-COLA SHIRTS AS PRIZE. IT UNIVERSITIES WITH REWARDING MECCA-COLA SHIRTS AS PRIZE. IT

WILL ACT AS ONE OF THE MOST EFFECTIVE PROMOTION TOOLWILL ACT AS ONE OF THE MOST EFFECTIVE PROMOTION TOOL