Professional Documents
Culture Documents
Global Marketing - Pakola
Global Marketing - Pakola
Arabia
Global Market
Mentor:
Sir Muhammad Yousuf
Group Members:
Annam Rani
Faizmeen Shehzad
Shahmir Khan Jadoon
Salman Shahid Chishti
Zeeshan
Table of Contents
Executive Summary.................................................................................................... 3
About the Host Country.............................................................................................. 4
Why Saudi Arabia?.................................................................................................. 5
PHENOMENAL GROWTH....................................................................................... 5
HIGH VOLUME OF IMPORTS.................................................................................. 5
FAST EXPANDING, YOUNG AND INCREASINGLY WEALTHY POPULATION................5
RANKED 6TH IN THE WORLD FOR MACROECONOMIC STABILITY..........................5
DIVERSIFYING INDUSTRY, DIVERSIFYING TASTES.................................................5
FISCAL FREEDOM................................................................................................. 5
Marketing Environment of Saudi Arabia.....................................................................6
Distribution Channels.............................................................................................. 6
Marketing and Advertising....................................................................................... 6
Core Views............................................................................................................... 6
Customer Support/Service....................................................................................... 7
SWOT Analysis............................................................................................................ 8
Strengths................................................................................................................. 8
Weakness................................................................................................................ 8
Opportunity............................................................................................................. 8
Threats.................................................................................................................... 8
Porters Five forces Model........................................................................................... 9
Threat of New Entrant............................................................................................. 9
Rivalry Among Existing Competitors.......................................................................9
Bargaining Power of Buyers..................................................................................... 9
Threat of Substitute................................................................................................. 9
Threat of Suppliers.................................................................................................. 9
Environmental Sensitivity......................................................................................... 10
Political.................................................................................................................. 10
Economical............................................................................................................ 10
Social..................................................................................................................... 10
Technological......................................................................................................... 10
Segmentation........................................................................................................... 11
Targeting.................................................................................................................. 11
Positioning................................................................................................................ 11
Product and Brand Strategy..................................................................................... 11
Price Strategy........................................................................................................... 12
Place Decision.......................................................................................................... 12
Promotion................................................................................................................. 12
Digital Marketing................................................................................................... 12
Social Media....................................................................................................... 12
Television............................................................................................................ 12
Internet Marketing.............................................................................................. 12
Outdoor Marketing................................................................................................ 12
In-store Marketing................................................................................................. 13
Print Marketing...................................................................................................... 13
Executive Summary
This study was done to research on domestic business making an entry into
a foreign market. We are thinking to launch Pakola in Saudi Arabia as there is
a good demand of carbonated drinks. According to a report, soft drinks are
in growth from 2015 and people prefer to drink soft drinks rather than tea
and other juices. Players are launching new promotions in Saudi Arabia which
are targeting youth and they prefer to drink soft drinks.
We have formed the report after conducting secondary research. We
conducted a competitive research as well as to the marketing efforts of Coca
Cola and Pepsi etc. Through our research we were able to formulate the
launch of Pakola in Saudi Arabia and what techniques would be used to make
this product a success in Saudi Arabia.
We have successfully covered all the marketing aspects in our data. We have
explained the various steps we will be taking to launch Pakola and whom we
will be targeting. It was also necessary for us to evaluate the Industry
favorability of us launching the drink in Saudi Arabia. We went through a
rigorous industrial and environmental analysis after which we devised our
marketing efforts.
Distribution
Pakola is distributed nation wide through our network of vehicles and distributors.
The company maintains a fleet of trucks for operations in the Karachi base market.
Human Resource
The company employees 150 personnel at its Karachi plant. Constant efforts are
initiated by the management to train and upgrade the employees and to provide
better training and working environment.
Mission
The company mission is to provide its consumer all over the globe with
premium quality beverages with a vast variety that guarantees consumer
satisfaction an also provide opportunities for growth to its employees and
the communities in which they operate.
Vision
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.
Brands
Pakola
Bubble Up
Lime Fresh
Double Cola
Vimto
Apple Sidra
Viital Water
PHENOMENAL GROWTH
o 47% of the Gulfs GDP, growth 5.5% - 6.8% last 2 years.
o Worlds 8th fastest growing economy (IMF)
o Non-oil growth 7.2%
RANKED
6TH
IN
THE
WORLD
FOR
MACROECONOMIC
STABILITY
o $102.9 billion budget surplus
o Heavy investment in non oil industries
FISCAL FREEDOM
o 4th globally for 'fiscal freedom
o 7th most rewarding tax system (World Economic Forum)
o Easy capital movement and repatriation of profits
Distribution Channels
There are three primary marketing regions in the Kingdom: the Western Region,
with the city of Jeddah as the main commercial center; the Central Region with the
capital, Riyadh; and the Eastern Province, where the oil and gas industry is
concentrated.
Core Views
The replacement of Saudi Arabia's heir in April 2015, along with other major
changes in the country's leadership, represent consolidation. The growth being seen
in the young population of Saudi Arabia is expected to continue rising at a rapid
pace. The strong growth being seen in internet penetration in the Kingdom also
means that the new generation of Saudi consumers is very much in synch with the
latest global trends and they are likely to attempt to incorporate these trends into
their own lifestyles. Whereas growth in health awareness may have a negative
effect on the carbonates consumption of a small proportion of the Saudi population,
the almost addictive attitude towards carbonates among most Saudi youngsters
means that most can be expected to stick to their usual regular carbonates, with
only a few health-conscious consumers, mainly women, shifting towards low calorie
carbonates. These factors are set to continue positively influencing growth in
carbonates over the forecast period.
Customer Support/Service
Saudi Arabia has an open and competitive market. As a result, above average sales
service and customer support are important factors in winning and maintaining new
clients.
SWOT Analysis
Strengths
1.
2.
3.
4.
5.
6.
Weakness
1.
2.
3.
4.
5.
6.
Opportunity
1.
2.
3.
4.
Threats
1. Suppliers may not be easy to approach
2. Health issue by soft drinks
Threat of Substitute
There is an indirect competition of RTD Coffee with soft drinks but people prefer to
buy soft drinks most rather than coffee or tea in Saudi Arabia.
Other substitutes like Nestle juices, Red Bull energy drinks and Lipton tea etc. have
indirect competition with us.
Threat of Suppliers
If we export Pakola from Pakistan then we dont need any raw material supplier from
Saudi Arabia
If we set our own plant in Saudi Arabia then:
Environmental Sensitivity
Political
Economical
Market will continue to play a major role in the success and stable growth for
a majority of the beverage industry.
Social
Technological
The new technology of internet and television which use special effects for
advertising through media. They make some products look attractive. This
helps in selling of the products. This advertising makes the product attractive.
Introduction of cans and plastic bottles have increased sales
As the technology is getting advanced there has been introduction of new
machineries all the time.
Segmentation
Areas
Age Group
Gender
Occupation
Socio-Economic Class
Lifestyle
Education
Occasions
Geographic
Urban areas like in Riyyadh, Jeddah,
Mecca and Madina.
Demographic
16 to 30
Male and Female
Students and Professionals
SEC B & C
Psychographic
Outgoing and active
Basic level of education
Behavioral
All national occasions
Targeting
Our main target market is the youth residing in Saudi Arabia who enjoy carbonated
drinks. Whereas the major objective of our drink is to counter the use of water with
Pakola so our target market includes everyone.
Positioning
We are going for a nationalistic positioning approach. In Pakistan, the green color of
Pakola is affiliated with our Flag. We are going to take the same approach and
position Pakola as a Patriotic Drink. A drink which is refreshing and light. As Saudia
Arabia is a hot weathered country and consumption of cold drinks is very high; this
would help us gain a competitive advantage by show casting a patriotic drink that
helps to counter the weather effect. We would position it as a drink that is
refreshing and cools your body down. It would be positioned to counter the hot
weather and our goal is to beat the water consumption outside the home.
This positioning will help us affiliate with our target market as well as the youth like
to show their Nationalism. Saudis being very patriotic would help us capture the
market.
Price Strategy
Following Porters Generic Model, we will be following the best cost strategy. This
means we will provide them Pakola at a low cost with good quality. This would help
us stand right beside our competitors while having an edge of color and trigger
effect.
Place Decision
Pakola is going to be distributed in all the major Superstores and small retail outlets
within the specified Saudi Arabian cities. We will make sure that the drink is
available at every possible store, supermarkets, universities etc. We will also be
putting up Pakola vending machines at different malls and locations where there is
huge youth traffic. These vending machines will have all the different Pakola
variants. Placing to be started from the big cities that include Riyyadh, Jeddah,
Makkah and Medina.
Promotion
Digital Marketing
Social Media
o Create a huge hype on Facebook & Twitter
o Most preferable medium as our target audience is found here all
the time
Television
o Most widely used platform
Internet Marketing
o All advertisements will be live on YouTube
o We will invite the youth to post up their videos with Pakola
Outdoor Marketing
In-store Marketing
Shelf space
In-store launches of the drink
Ceiling hangings
Kiosks
Sampling
Print Marketing
Magazines
Newspapers