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PLEASURE
FRUITY FIZZ
TABLE OF CONTENTS
TABLE OF CONTENTS.................................................................................................. 1
ACKNOWLEDGMENT................................................................................................... 2
EXECUTIVE SUMMARY................................................................................................. 3
FRUITY FIZZS MISSION STATEMENT...........................................................................4
FRUITY FIZZS VISION STATEMENT.............................................................................4
BRAND IDENTITY OF FRUITY FIZZ............................................................................. 4
Physique:................................................................................................................. 4
Personality:.............................................................................................................. 4
Culture:.................................................................................................................... 4
Relationship:............................................................................................................ 4
Reflection:............................................................................................................... 5
Self-image:.............................................................................................................. 5
CONDUCT OF MARKET SURVEY................................................................................... 5
The Scope................................................................................................................... 5
SWOT Analysis............................................................................................................ 6
STRENGTHS............................................................................................................. 6
WEAKNESSES.......................................................................................................... 6
OPPORTUNITIES ...................................................................................................... 6
THREATS.................................................................................................................. 7
MARKETING PLAN....................................................................................................... 7
Current Marketing Situation ................................................................................... 7
Market Situation .................................................................................................. 7
Competitive Situation .......................................................................................... 7
Distribution Situation ........................................................................................... 7
Objectives ............................................................................................................... 8
Building A Healthier Image .................................................................................. 8
Wider Brand Recognition .................................................................................... 8
Capturing The Market ......................................................................................... 8
Expanding The Product ....................................................................................... 8
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Marketing Strategy.................................................................................................. 8
Target Segment .................................................................................................. 9
Positioning ........................................................................................................... 9
Price .................................................................................................................... 9
Placement & Distribution ................................................................................... 10
Sales Promotion ................................................................................................ 10
Advertising & Promotion ....................................................................................10
MARKETING ATTACK AND DEFENSE STRATEGY........................................................10
ACKNOWLEDGMENT
We would like to express our gratitude to all those who gave us the best support to
complete this report. First, we want to thank ALMIGHTY ALLAH who gave us
the strength to work on this report and to make it successful.
Were deeply indebted to our instructor Mr. Kashif Hafeez Siddiqui whose help,
encouragement and stimulating suggestions have been the best motivator for us.
He helped us each time we went to him for the discussion on the report and writing
of this report.
Last but not the least we would like to appreciate the efforts put up by our
colleagues who were always ready to provide every sort of help in every context of
this report, with which we were able to make this report a success.
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EXECUTIVE SUMMARY
The purpose of this business report is to provide insight on the market trends
facing the soft drink industry and a detail strategy for the launch of a new
fruit flavored range of CSDs in Pakistan by Fruity Fizz. The idea of
launching Fruity Fizz in Pakistan is to change consumer tastes, a growing
emphasis on product safety, and enhancing the market shares and profit
percentage.
Soft drinks are non-alcoholic (carbonated) as well as non-carbonated
beverages which can be classified in number of categories. 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
Marketing Plan Fruity Fizz
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Personality:
Young, exciting, trendy, friendly, innovative, cheerful
Culture:
A unique, modern, young and vibrant culture.
Relationship:
Fruity Fizz will be associated with Friends and family gatherings.
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Reflection:
Self-image:
Cool, smart, unique
survey
revealed
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.
The Scope
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 %. Pakistans Soft Drinks
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SWOT Analysis
STRENGTHS
WEAKNESSES
OPPORTUNITIES
Market globalization
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FRUITY FIZZ
THREATS
MARKETING PLAN
Current Marketing Situation
Market Situation
The market for fruit Fruity Fizz is all consumers worldwide. The potential
customers would be of age group of 14-30 years. As for the income levels,
target customers would be from the middle class to the upper class. The
market of CSD is geographically vast. CSDs are the largest growth segment
within the ready-to-drink beverage category measured by volume.
Competitive Situation
Company uses market leaders strategies to meet with its competitors, but like
other companies it also faces stiff competition in the market. Fruity Fizz
processing industry focuses on brand management and intensive distribution
and advertising its products.
Distribution Situation
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Objectives
The company has four core criteria in launching Fruity Fizz:
Building A Healthier Image
Additionally in the long term, the plan would be to expand this product
line by introducing new flavors, as this is a necessary step in order to
stay competitive in a market with such a high sense of competition.
Marketing Strategy
Marketing strategy enables manufacturer to listen to all the voices around
Marketing Plan Fruity Fizz
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the world asking for juices that span the entire spectrum of tastes and
occasions. What people want in a drink is a reflection of who they are, where
they live, how they work and play, and how they relax and recharge.
Target Segment
Major segments are basically those people who take this drink daily and
those areas where the demand is higher than the other areas. There are so
many people who take this drink daily and those people who take weekly
and those who take less often are always there as well. So, their basic
segments are those people who take this drink regularly. Market can be
segmented on geographical and demographical basis.
Demographic - Age: The potential customers of Fruity Fizz are of age group
of 14-30 years.
Income: As for the income levels, Fruity Fizzs targets
customers from the upper middle class to the upper class.
Psychographics - having a pattern or illustration with regards to the opinion
Price of fruit flavored CSD brands vary from different size and amount. Prices
offered by the company are genuine and readily accepted by the population
too. This is all due to the increase rate of demand.
Sometimes competitors change their product prices according to the
season. Summer is supposed to be a good season for CSD industry in
Pakistan. So in winter competitors reduce their prices to maintain their sales
and profit.
Marketing Plan Fruity Fizz
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FRUITY FIZZS would be promoted from the very start in an effective manner
in order to attract customers and to retain them. The company will use
sources like TV, radio, signboards, newspaper advertisements and
promotional campaigns to attract the customers and create product
awareness about the new product. The company will adopt the policy to tell
the customers that their products give you energy, good taste and a good
life to enjoy.
It is also important to ensure that the product has a meaningful point of
difference i.e. sophisticated and healthy attractive packaging, less use of
preservatives and clearly mentioning of purity of the juice etc. Most new
products fail in the market because they are "me-too" products with no
unique benefit (or attraction) for the consumer.
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