TABLE OF CONTENTS
EXECUTIVE SUMMARY 3
FRUITY FIZZ’S MISSION STATEMENT 4
FRUITY FIZZ’S VISION STATEMENT 4
BRAND IDENTITY OF ’FRUITY FIZZ’ 4
CONDUCT OF MARKET SURVEY 5
The Scope 5
SWOT Analysis 5
MARKETING PLAN 6
Current Marketing Situation 6
Market Situation 6
Competitive Situation 7
Distribution Situation 7
Building A Healthier Image 7
Wider Brand Recognition 7
Capturing The Market 7
Expanding The Product 8
Marketing Strategy 8
¬ Target Segment 8
¬ Positioning 8
¬ Price 8
¬ Placement & Distribution 9
¬ Sales Promotion 9
¬ Advertising & Promotion 9
MARKETING ATTACK AND DEFENSE STRATEGY 9
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Soft drinks are in high demand and are preferred by almost every category of society in the world. More specifically, the demand for the carbonated soft drinks in Pakistan is highly influenced by certain characteristics like spiky taste, culture and social trends in parties and religious attributes.
The strategy of new Fruity Fizz (which is going to be launched in Pakistan) will have to face competitive market in terms of other carbonated soft drinks giants particularly Pepsi and Coca –Cola because this has already well maintained its positions in Pakistani market for a long time. However the strategy of new fruit flavored range of “Fruity Fizz” has also competitive advantages in terms of changing consumer taste and refreshing sparking element that will ensure profitability and quality acceptance in Pakistani society.
FRUITY FIZZ’S MISSION STATEMENT
“To become premium fruit drink co. that gives you a new way to enjoy your fruits”
FRUITY FIZZ’S VISION STATEMENT
“We are here to glorify Pakistan’s food and beverage industry by providing the unique and refreshing fruity pleasure”
BRAND IDENTITY OF ’FRUITY FIZZ’
Fruity, colorful, attractive
Young, exciting, trendy, friendly, innovative, cheerful
A unique, modern, young and vibrant culture.
Fruity Fizz will be associated with Friends and family gatherings.
Fruity Fizz will be reflected in customers’ minds as a youthful and trendy drink.
Cool, smart, unique
CONDUCT OF MARKET SURVEY
Market survey revealed that:
✓ As for the income levels, fruit loving customers from the middle class to the upper class.
✓ The major target segment is young generation which comprises of about 60% of the total population.
✓ Our study shows that the distribution of CSDs is done through multiple channels involving producers, importers, wholesalers, retailers and users.
✓ Heavy demand for fruit flavored CSDs exists in southern areas of Pakistan which are assumed to be the warm areas of the country.
✓ Consumers are willing to pay Rs.25 for a unit of 200ml & Rs.100 for 1 liter, according to the findings of data gathered through research.
Soft drinks market in Pakistan has increased at a compound annual growth rate of 6.4% between 2004 and 2009. And the carbonated category is the leader in the soft drink market with a share of 63.7 %. Pakistan’s Soft Drinks Industry Is Set to Experience Volume Sales Growth of 30.5% to 2014.This reflects such a huge market to cater.
• Renewal and investment
• Innovation and Technological development
• Experience in searching for new markets, niches and partners
• Availability of key raw materials,...