Muhammad Salman Khalid

Maryam Hamid
Mustafa Bhutto
Muhammad Usama Siddiqui
Waleed Ashfaq
Haroon Siddiqui
 Brand Introduction
•Pakola range of soft drink brands owned by
Mehran Bottlers

•Product launched on 14th August 1950

•Pakola Ice cream Soda, Pakola

Orange, Pakola Lychee, Pakola
Raspberry, Pakola Fresh Lime and Pakola
Vino
 Brand Introduction
• Current users include consumers from SEC
A, B and C
• Aged 10-35
• The only Pakistani drink which is exported to
many countries including USA and UK
• Brand Essence:
A truly Pakistani drink

• Brand Persona:
Patriotic, Unique, Young
 Marketing Problems
• Currently the share is only 3% of the total
carbonated drinks market
• Low sales due to
– Distribution Issues
– Exclusive selling agreements
– Low promotion budgets
 Brand Problems
• Research
– 10 informal interviews
– Respondents aged between 18-24
– All of them were aware of the brand
– 8 of them liked its taste
– Only two of them considered as an option when
buying carbonated drinks
 Brand Problems
• Research
– Competitor’s positioning
– Inability of Pakola to relate with youth of Pakistan
Brand Problem revealed by research

“Pakola is no longer in the consideration set of

young consumers as it has lost its relevance to
the young segment of the consumers”
Brand Idea Framework
 Who are we talking to?

• Pakistani males and females aged 16-24

years old, belonging to SEC A.
• They consume carbonated drinks as a
snack and not only as a drink with a meal.

• These youngsters are

energetic, determined, and want to bring
change in the country.
• Somewhere inside, these youngsters are
patriotic, but thanks to the prevailing
conditions, they are at a loss of reasons to
be proud of Pakistan.
 Who do we want to beat?

Coke
• Nearly 35% market share
• Relies on ATL and BTL
• Strong distribution network with 70000 customer/retail
outlets
• Fighting back with Music (Coke studio)
• Different product lines (Fanta, Sprite, Diet coke)
• Coke represents Youth and energy
• Coke is an ‘US’ brand
 Pepsi
• Market leader with 60% share
• Started operations in 1959
• ‘individuality’ and ‘ME’ as its strong values
• Relies on ATL and BTL
• Targets Youth as a whole
• Associated with Cricket
• Product line includes 7 up, Mirinda, Diet
Pepsi
• Secondary Competitors:

• Juices
• Water
How do we plan to beat them?
• No other established brand of Ice Cream
soda has:
• Pakistani Origins
• Strong roots in the national heritage
 Marketing Objectives
• Increase the product relevance to the youth of
Pakistan
• Build a strong emotional connect to the youth.
• Include Pakola in the consideration set of the
consumers
• Budget: PKR 30 Million
 The Insight
“The Pakistani youth, though patriotic
inside, are not proud of the country
anymore, but they are still looking for reasons
to be proud of their country.”
 The Big Idea

“Pakistan is our identity, and we should be

proud of it.”
 Celebrate your Identity
• Slogan: Celebrate your Identity
• No TVC
• Viral Video
• Print Ads
• Billboards
• Online Campaign
Viral Video
Print Advertisement
 BTL Activity
• Set up a stall outside a store such as Metro or Makro, where a
huge white sheet will be put up. “We celebrate our Identity”
will be written in outlined block letters.

• Passersby will be invited to dip their hand (or even thumb) in

green paint and put their mark on the sheet so as to fill up the
block letters. For this they’ll be given a free Pakola badge
saying “I celebrate my identity.”

• After the block letters are full of green hand prints, this cloth
will be put up as the new Pakola billboard, signifying
thousands of people marking Pakistan as theirs.
 Discover the green
• Facebook Competition
• Display Picture with Pakola and a Pakistani flag
at Pakistani tourist spots
• Prize given on likes and the uniqueness of the
place
Thank you!