Brand Management

Launch Plan of Pak-O-Lolly

Pak-O-Lolly..Mast Thandak ka Mazaa!!

Presented by: Maria Salahuddin Soomro (10032) Karima Nooruddin (8831) Mehwish Rehan (8882) Furqan Hussain (9981) Marium Aman (

Submitted to: Mr. Samin Ahmad

Executive summary Company introduction Vision Product line Moto Current market status Positioning of Pakola SWOT analysis Brand launch Pak-O-lolly Why we named it Pak-O-lolly Vision Brand launch objective Category Profile Competitive analysis Market Segmentation Marketing budget for initial

Contents
Launching the new Brand Quarterly plan Positioning statement & Tagline Brand identity 6 facets of Pak-ololly 6 Ps of Pak-o-lolly Trade marketing plan Distribution strategy communication plan Brand metrics Analysis of questionnaire Conclusion Reference

Executive Summary
Pakola is a 61year old brand, which is manufactured in Karachi. It enjoys 10 percent market share ( ice cream soda 5%) which is low compared to coke and Pepsi Pakola is weak at communicating and distributing even though it is unique and based on patriotism

We conducted a research among kids and the youth regarding lollies and found out that not only that every individual was crazy about lollies ,but also that every individual was equally crazy about ice cream soda and lychee flavor. With the agreement of everyone we, the company, decided to extend Pakola. we came up with an Idea to launch ice lollies featuring the two popular flavors. By writing a focused launch plan which included vision, identity, real project and Pakola's positioning, we've tried our best to make this launch successful

Executive Summary
As stated earlier, it was very necessary to communicate, hence we came up with a different communication plan which included the in store promotion( free samples from 23rd march till 24th april every saturday 1 to 2 pm at big stores) Other communication (ATL) we have planned includes ads in television and newspapers Obviously when a launch is taking place, it is necessary to measure the brand hence we made Unilver's brand dynamics pyramid our benchmark. we have planned to use this model for measuring our ice lolly Hopefully our plan will be successful which Everybody is very sure, and soon we will be able to launch out of scope products too and stretch our product line

Company Introduction
Pakola, unofficially known as the national drink of Pakistan, is famous for its unique taste and color. This drink is manufactured Mehran bottlers Pvt Ltd and Gul bottlers Pvt Ltd. Launched in 1950, with its ice cream soda flavor, this brand faces huge competition today mainly because of the other popular brands Like coca-cola and pepsi. Today Pakola is celebrating its 61 years

Company Introduction
Pakola is the heart beat of the nation and with its amazing taste holds the potential to ride the taste buds of the consumers at home and abroad. The distribution Of Pakola in Pakistan has been largely focused in Karachi This drink is available in 175ml, 237ml, 300ml, 500ml, 330 ml can and 1.5 Litre.

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.

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.

Commitment to Quality And Food Safety:

Certified to integrated management system based on (ISO 9001: 2000), (ISO 14001: 1996) and (RVA HACCP) standard

Moto
Painting the Globe Green
Pakola is Pakistan's national drink but its might is spread all over globe. Its the only Pakistani soft drink which is available in America Africa Australia Afghanistan Canada Middle East, New Zealand and The United Kingdom.

Cultural philosphy
The company believes in patriotism. It deals with it employees and customers in a very friendly way which keeps them united and feel that they all are onePAKISTANIS.the core objective is to retain the old employees and help them achieve their targets by providing them support and motivation.

PRODUCT LINE
CARBONATED BEVERAGES Pakola Ice Cream Soda Pakola Lime Pakola Lychee Pakola Raspberry Pakola Orange Apple Cidra Double Cola Bubble Up

DAIRY PRODUCTS Pakola Milk Pakola Milk Ice Cream Soda Pakola Milk Chocolate Pakola Milk Rose Pakola Milk Banana Pakola Milk Strawberry Pakola Milk Cardamom, Almond & Saffron Pakola Milk Cold Coffee Pakola Milk Peach Pakola Milk Pina Colada Pakola Milk Double Treat

PURIFIED WATER Mehran Bottlers has not been so active in producing purified water. It launched purified water namely VITAL which was not able to create a lasting impact in the market. It is still available in the market but not everywhere.

Current Market Status

Total Market Share of Pakola and other beverages manufactured by Mehran Bottlers is 20% in the beverages market.

10% (approximate) is enjoyed by the Pakola drink (ice cream soda) and its variants (mentioned above)
5% out of this 10% belongs to Ice Cream Soda

POSITIONING: 9 ELEMENTS OF PAKOLA

PAKOLAS ROOT STRENGTH The Root strength of Pakola is its Green color which represents the Pakistani flag. The packaging of the product represents the flag colors too which communicates to the public that the drinks origin is Pakistan. PAKOLAS COMPETITIVE ENVIRONMENT Direct Competition: Pepsi, fanta, coke, Miranda, 7up etc. For pakola its competitive environment would be all those drinks which quenches the thirst of people. E.g. Juices, water, energy drinks, shakes, etc. Also Pakola would be indirectly competing with all those products which can be bought for the same price as pakola. For e.g. A kid who is going to buy pakola, for him the alternative would be anything like chips which can be bought at the same price.

PAKOLAS TARGET MARKET For all those who want to satisfy their thirst with this tasty drink and get refreshed! For people who want to enjoy the sensation given by Pakola through flavors like Icecream soda, Lychee, raspberry, Lime and orange

PAKOLAS INSIGHT I am tired of the monotonous taste of all those juices; I want something different to drink! PAKOLAS BENEFITS Helps one feel refreshed Gives the benefit of tasting different flavors Helps one quench his thirst and feel energized Emotional benefit can be that it helps one feel patriotic because pakolas root strength is its green color, which is based on the pakistans flags color.

PAKOLAS VALUES, BELIEFS AND PERSONALITY

Different/Unique, Cultural(Patriotic), Energetic and Refreshing, Original

PAKOLAS REASONS TO BELIEVE

This drink is consumed by all those who love their nation and are patriotic This drink is consumed by all those who know that the different flavors of this brand help them feel refreshed This drink tastes completely different from all other drinks, it has gone an extra mile to do that. Taste expertise

PAKOLAS DISCRIMINATOR A very distinctive and strong taste with a resemblance in taste to ice cream. The color of the drink and the packaging gives a patriotic feeling PAKOLAS ESSENCE finest ingredients which offer quality

SWOT ANALYSIS
Strengths
1) 61 years established presence 2) Extremely brand loyal customers.

1) The color and PAK element in name: No product has delivered that much association with Pakistan except Pakola. 2) First national brand of soft drink 3) So launching Pak-o-lolly depicted in colors of our flag will give a feeling of pride to its consumers that they are having a product that is purely national. 4) The unique blend of flavors: The distinctive competence of Pakola is its ability to create unique tasting flavors which none of its competitors are able to do. This core competence leads to its competitive advantage of being, a beverage manufacturer of unique flavored drinks. Presently Pakola has 4 unique tastes which are currently absent in the other beverage companies including Ice-cream Soda, Apple Sidra, Lychee and Raspberry.

SWOT ANALYSIS
Weaknesses 1. Weak distribution setup: Karachi is the only city where Pakola could easily be found. The reason behind this fact is that the product is manufactured here and Mehran Bottlers Limited has about 56 trucks which cover the assigned areas throughout the city. Poor distribution and marketing strategies have hindered the product sales 2. Ineffective marketing: Pakola is not leveraging its competitive advantage of unique tasting flavors successfully. This, inability stems from the company's lack of effective communication of their offering and its uniqueness. Pakola is a well known product to the current generation as their past was nicely integrated into the green color of Hara Hara Pakola. But that generation has grown up. Once being loyal to the green ice cream soda, current generation is now outlying the category of potential market of Pakola. Its not that they have forgotten the taste; its just that Pakola is something they dont remember. 3. Less differentiation between ice cream and ice lolly: Theres a very minimal difference between ice lolly and ice cream and many people cant differentiate between them. So there is a probability that our product may fade away in between the two categories.

Opportunities
High growth rate of food industry Increased demand in rural markets

Threats
Rising prices of sugar and sugar substitutes

Competitors: Ice lolly industry is Geographical advantage: In Pakistan, we have already dominated by companies like summers most of the year. So, for Pakola to Walls, Omore that are offering ice enter into ice lolly industry can be anticipated lollies in several different variants and to be profitable since cost of making is are extremely famous among its comparatively low, subsequently lowering consumers selling price, and thus increasing profit margin. Price competitiveness: Ice lollies fall in the price category of Rs.5 Rs.12 approximately. So pricing Pak-o-lolly in a right manner is extremely important. Because customers are not comfortable in paying an extra chunk when the substitute is available at a cheaper rate.

BRAND LAUNCH
PAK-O-LOLLY
After the internal agreement AMONG all the senior and junior people in the company , PAKOLA brand has decided to extend and come up with ICE LOLLIES.!

The brand launch will take place on 23rd march because 23rd march is PAKISTAN DAY which will reflect that the brand believes in patriotism..

WHY DID WE CHOOSE THE NAME PAK-O-LOLLY???

Funny names have always been attractive and appealing especially for kids and because our major target market is between 7 to 21, that is we have kept this name which will not only tell everyone that the lolly is an extension of Pakola but also that the lolly is maintaining its root strength by keeping this name. Moreover, when we surveyed the market, we found out that many masses don't know that Jellicks of Omore is a lolly, even though it is one because it doesn't say lolly, hence we decided to move one step ahead of our competitor and added lolly in our name. This way kids who aren't that well educated will relate to our product when they see the word LOLLY.

By choosing this name, we have also planned to launch our product on 23rd March Pakistan Day this would further tell people Pak-O-lolly is a Pakistani Lolly, and they will be able to associate the name PAK used in Pak-O-lolly with Pakistan.

VISION
Pakola has and will fulfill its promise to provide international quality products made with the finest ingredients to its consumers and come up to their expectations at all costs

Bring back themes like Hara Hara Pakola via Pak-o-lolly in minds of consumers through continuous and consistent communication. Increase brand awareness. Increase market share from to 45%. Increase recall rate. Introduce Pak-o-lolly to rural areas of Pakistan. Make Pak-o-lolly available at nearest possible place for customers. Launch other unique flavors of Pakola drinks into Pak-o-lolly. Celebrity endorsement.

BRAND LAUNCH OBJECTIVE

Our objective is to sell the most popular flavors of Pakola ,to the consumers , in the form of ice lollies. The reason to launch this product was to cater the junior market that is the ages between 7 to 21 who are school and university students and who are troubled because of the very hot weather in Karachi. These ice lollies would keep them refreshed and would establish a feeling of patriotism because of its green(icecream soda) and white (Lychee) color. We plan to launch the product on March 23rd because the day is called Pakistan day and holds great significance for all Pakistanis. Moreover the product is also being planned to launch in the end week of march because of the weather which will be very hot and hence everybody can buy these ice Iollies to

BEAT THE HEAT!

Category Profile
The ice cream industry is growing at a reasonable rate.

Looking at the local industry of ice cream and ice lollies that is a part of food & beverages industry, Pakistan has the market share of ice cream (together with ice lollies) of around PRs8bn Introduction of Walls Fruttare shows the increased demand of ice lollies 46% of people wants to have Ice Lolly instead of Ice Cream when the weather is extreamly hot. 80% of people enjoy ice lollies because of their distinct flavours.
40% of people buy ice lollies because they give them a cooling sensation at a low cost

Category Profile
Although there are giant competitors in the ice cream market

But in the Ice Lolly category there isn't much variety available
Ice cream is a kind of food, which is not age bounded or class bounded. But Ice lolly is preferred mostly by children and youngster aged from 6-21 years All the variety of Ice lollies available in the market are concentrated around typical fruit flavours

The major obstacle in Ice Lolly Category is that there is very less difference between ice lolly and ice cream and many people cant differentiate between them. So there is a probability that our product may fade away in between the two categories.

Competitive Analysis
Competitors:
We view the entire Ice Cream market as our competitor. We have divided the competitive market into two tiers: First tier Second tier First tier: Considered as the closest competition & comprises of the Brands that are being positioned specifically for Ice Lollies. Second tier: Considered as second degree competitors & comprises of whole product market of Pak-O-Lolly, Ice cream brands and Gola Ganda and juices.

Major Competitors
Walls Fruttare, Walls Jetsport, Omore Jellicks, Omore lick-a-Flavour and Dashar

Competitive Analysis

Competitors Pricing
Brands Price (Rs) Pak-OLolly 10 Jetsport 10 Fruttare 25 Jellicks 15 Lick A Flavor 15

ANALYZING COMPETITORS:
PAK-O-Lolly already has competitors who have obtained giant market shares. Its major competitors are; Walls Fruttare, Walls Jetsport, Omore Jellicks, Lick a flavor & Dashar. The problem lying with Mehran Bottlers which makes them weak is that they have limited resources of expanding distribution network because of which it can never obtain any market share in other cities of Pakistan besides Karachi. Its competitors have an edge because of their resources in terms of budget and distribution across Pakistan.

DEALING WITH COMPETITON:

With several competitors already existing in the market & a giant like Unilever, Mehran Bottlers will have to keep their profile low till their Ice-Lolly segment becomes enough profitable. It can neither choose to attack the market leader because of limited resources & its limited distribution network nor can it choose to opt for frontal attack as the principle of force will hold them back. It can however give competition on the basis of an innovative imitation of Ice-Lolly. There are companies who are making big profits out of their sale of ice-lollies but Pak-O-Lolly is an innovation in itself by taking out entirely different flavours which currently the competitors have not launched.

MARKET SEGMENTATION:
Before going into the Ice-Lollies category extension, we identified & conducted a research among age groups 6-21 as it is primarily preferred & consumed by them. The targeted age groups share a similar need & desire for the product as it is refreshing & highly affordable. Since, we identified & targeted a range of particular age groups on the basis of their wants, we are purely focusing on Micromarketing at a Segment Marketing level.

MARKET TARGETING
PAK-O-Lolly would be made up of entirely new flavors which never have been introduced before in any of the Ice-lolly products offered by the competitors. The Lolly is made of Pakola drinks two most favorite flavors; Ice cream soda & Lychee which makes it attractive for the consumer to consume the unique tasting lollies. Since, the youth comprises of a large population in Karachi, the Pak-O-Lolly product seems to be substantial & quite profitable. After taking into account the desirability of PAK-O-Lolly among only the youthful segment & after analyzing the companys resources to manufacture a certain quantity & distribute at certain places across Karachi, the following pattern of target market selection has been chosen: PRODUCT SPECIALIZATION The firm is aiming to make only one unique product with an absolutely new taste in the Ice-Cream category which will sell to different market segments. The market segments are only being termed differently on the basis of their different age groups, consumption and usage frequency pattern

Launching the New Brand (Pak-OLolly)

THE NEW LAUNCH WILL BE TREATED AS A REAL PROJECT

TIMELINESS.. The product will be launched on 23rd march, hence it is very

important that all the things are done before the deadline. Important tasks include preparing and communicating before the product reaches market. These all should be done timely. In short all jobs to be done should have a deadline and should be written. For PAK-O-LOLLY the launch plan, and how it will be carried out is written and the deadline should be met. Further timeliness will be explained in the next slide which states the specific jobs to be done in each quarter.

JOBS TO BE DONE
PAKOLA believes that a two year outlook is very important.. A one year plan has been presented very briefly.

1 year Quarterly Plan

1ST QUARTER The brand will focus on advertising mainly. It will try to communicate as much as it can on television. BTL activities will include in store promotion and selling icelollies on every Saturday from 1 to 2 pm for free at famous outlets like NAHEED, AGHAS, CHASEUP AND HYPER STAR This in store promotion will be done till 24th April only
2ND QUARTER The company would be doing an in store promotion again but this time it wont be free samples, this time people who will buy grocery amounting to more than 5000 would get two free ice lolly. newspaper ads would be launched in this quarter.

3rd QUARTER
The company would visit schools and brief them about Pakistan and about how being united helps and then the company would organize games where the gifts would be companys products and of course ice-lolly will be promoted this way 4th QUARTER The company in the long run will plan to move from brand idea to brand ideal. In this quarter they will help the homeless citizens of pakistan to look for work and a place for living. This good deed will then come on air and help the pakistanis believe that Pakola is working for Pakistani nation and people will love it more than before.

Launch Budget
Launch budget is Rs. 25.5/- million
Demand for ice cream (35% of total Ice cream demand is of ICE LOLIES)

This prediction is based on following assumptions;

Population is growing at 1.6% per year (world bank report) Per person consumption is 1 liter per person and will be at 1.5liters per person in 2013 (according to research report on ice cream culture in Pakistan)

Launch Budget
Demand for ice cream in 2012 will be 275 million liters (25% of it is the demand for ice lollies)

Demand for Ice lollies is 68.75 millions liters (25% of 275 million)
Out of this entire 68.75 million liters Ice lollies , we aim to make 150,000 liters of Pak-O-Lolly sales in the initial 6 months 1 ice lolly is 100 ml, so 10 Ice lollies will be 1 liter Expected sales for initial 6 months is Rs 15 million(Expected Sales x price per bar: Rs. 150,000 x 100=15, 000,000) 60% of the launch budget will be spent on Marketing Activities.

Marketing budget for initial 6months

Category of Expenditure ATL BTL Sponsorship Campaign Direct Marketing (Samples) Magazines and Newspapers Radio Percentage Share
50%

Share of Expenditure (in millions)

7.65

15% 10% 5%

2.3 1.53 0.765

5% 3% 2%

0.765 0.459 0.306

Total

100%

15.3

BENCHMARK -QUALITY..we would offer 110% quality and we assure you that you will feel a difference eating this lolly and other lollies. DISTRIBUTION The manufacturers would sell it to retailers (NAHEED, AGHAS, CHASE, HYPERSTAR, OTHER SMALL STORES) AND the retailers would pass the product to the final consumers. This distribution should be very effective. PAK-O-LOLLY IS TRYING ITS BEST TO HAVE A PROPER DISTRIBUTION WHICH WOULD ENABLE IT TO BE EVERYWHERE AND THERE WONT BE ANY SHORTAGES. Every body will be assigned to carry out certain responsibilities and the top managers will be reporting to their heads about what jobs have been achieved and whether the targets have been met.

POSITIONING: 9 ELEMENTS OF PAK-O-Lolly

Pakola believes that the positioning should be written very clearly hence here is the positioning Of PAK-O-LOLLY ROOT STRENGTHThe green and white color which represents the pakistan flag and the packaging of the product which also represents the flag shows that the companys origin is PAKISTAN Competition Direct competition would include jet sprts, omores lollies etc Moreover PAK-O-LOLLY will be competing from all those lollies and icecreams which will refresh the consumers in the hot weather. Indirect competition would include all those products which can be bought at the same price like pakololly for e.g a packet of chips.

Target market Target market would be all those kids, teenagers and people who want to get refreshed in this hot weather moreover the target will also be those who want to be seen eating this lolly because it is based on patriotism.

Insight :
Am tired of all those ice lollies which are based on similar fruit flavors. Now I want something new, something unique! hence pak-o-lolly has caught that insight and come up with a unique Lolly!

Benefits:
Two flavors -Refreshing -Ice soda helps to give energy -Emotional Benefit-PATRIOTISM

Values, Beliefs and Personailities:

Patriotic, innovative, Unique, Energetic and Refreshing, Original

Reasons to believe
The lolly will be consumed by all those who love their nation lolly will be consumed by those who love variety and hence would get two flavors in one lolly the lolly will taste differently because icecream soda is unique flavor has gone extra mile to do that taste expertise

Discriminator:
A very distinctive and strong taste with a resemblance in taste to ice cream. The color of the drink and the packaging gives a patriotic feeling

Essence:
Finest ingredients which offer quality

Positioning Statement
A unique combo of flavors, made from fine quality ingredients with the same essence of our beloved homeland, ensuring Refreshing taste and fun.

Positioning Statement & Tagline of Pak-O-Lolly

Positioning Statement
A unique combo of flavors, made from fine quality ingredients with the same essence of our beloved homeland, ensuring Refreshing taste and fun.

UNIQUE Selling Proposition

First Ever introduced Ice-cream Soda Flavored Ice lolly with a kick of Lychee.

Tag line Pak-O-LOLLy..Mast thaNdak ka Maza!!

BRAND IDENTITY 6 FACETS of PAK-O-LOLLY

Physical Appearance
The ice lolly will be launched in green and white packaging. Moreover the product is green(ice cream soda) and white(Lychee) itself which would be reflecting the pakistans flags color and ultimately reflect patriotism.

Brand Personality
The personality of Pak-o-Lolly is refreshing and energizing

CULTURE
The brand reflects eastern culture because its a pakistani brand and the colors are the true reflection of the brands culture .

Establishing Relationship
Pak-O-Lolly DIL BOLAY PAK-O-LOLLY. It creates united relationship among all pakistanis. People can relate to it because of culture and appeareance .

REFLECTION
Its the wish of pakistanis to be seen having icelollies because the lolly reflects a identity, a unique identity which unites all pakistanis.

SELF-IMAGE
Anybody who is patriotic would want to be seen using Pak-o-lolly because they want people to know that they love their nation and are patriotic

6 Ps Of PakOLa Ice LOLLy

1) Price: Pak-O-Lolly will be priced Rs. 10 per bar. It will use competitive pricing strategy. 2) Product: Pakola Ice-lolies will carry the same feelings of Patriotism and Pakistani culture
as Pakola soft drinks. The product is Green and White (Ice cream soda and Lychee) having 2 flavors in one lolly. Pakola ice lolly with its amazing and unique taste will hold the potential to ride the taste buds of the consumers.

3) Positioning: PaK-O-LollyMast Thandak ka Mazaa. Positioned as full of taste and

unique flavour ice lolly at affordable price for everyone.

4) Promotion
The brand of Pak-O-Lolly will be promoted on a large scale, on all possible medias. Ground activation is conducted and different communication tools are being used. Atl ( above the line) Btl (below the line) Campaigns Direct marketing Word of mouth In-Store Promotion

6 Ps Of PakOLa Ice LOLLy

5) Packaging:
Ice-lolly will be packed in a wrapper made of a polypropylene film. Each packet will contain an Ice lolly bar of 100ml. Packet will be green in colour with splashes of lychee on it.

6) Place:
Pakolas distribution is largely focused in Karachi, so the same channels will be used by Pak-O-Lolly. It will be distributed to: A class stores Provision Stores B class retail stores Aghas, Amis, Hajis , HYPER STAR, IMTIAZ, NAHEEDS,

MANUFACTURER

RETAILER

CONSUMER

Pak-O-Lolly

Packaging

Trade Marketing Plan

Scope of Market Pakola has a good market penetration and emotional appeal, and due to increasing demand of ice cream products and the need of having something extremely cool at a low cost in Summers, Pakola ensures the success of Pak-O-Lolly

Market Potential Ice Lollies gives a traditional appeal to the people of Pakistan, and Pak-oLolly is quite different from the ice lollies available in the market. People are demanding something unique and different from the usual fruit flavored ice lollies.

Distribution Strategy
Using the same distribution system as of Pakola soft drinks in the target market of Karachi .

Offering Retailers 5% Markup and incentives for prominent placement of deep freezers. Customized 7.5 cu ft deep freezers for retailers Discounts on bulk purchases for the retailers
Freezers will be green in colour with centered Pakola Logo in between to grab attention. Small freezer sizes will reduce the misuse of freezers. The smaller freezers capacity will reduce the chances of the dealer misusing the freezer by keeping other products Free samples for Retailers

Channel of Distribution
The company maintains a fleet of 65 trucks for operations in the Karachi base MANUFACTURER market.
Existing Mehran Bottlers channels of distribution will be used for PaK-O-Lolly. After transferring stocks to warehouses the stated channel will be used.

RETAILER

CONSUMER

COMMUNICATION PLAN
Communication is very important for all companies and this is one way which can act as an entry barrier for other competitors

Communication theme : PAK-O-LOLLY. MAST THANDAK KA MAZZA!! Our main reason to use this theme is to attract the kids who would love to have ice lollies which reflect patriotism plus the weather in Karachi is majorly warm hence this will complement the theme we are using for the ice lolly. Our ads would be based on this theme.

Promotional Activities
ATL ACTIVITIES TELEVISION- Through commercials PRINT MEDIA- Newspapers( DAWN and JANG) INTERNET- We will communicate extensively on facebook and also on our website pakola.pk BiILLBOARDS- Large attractive billboards to catch the attention of kids and teenagers BTL ACTIVITIES Pamphlets, A 23rd March Television show will be sponsored we will run tricycles carrying Pak-o-lolly outsides schools during lunch breaks and off time and will distribute free samples. ( small lollypop size samples for Trial) In-store Promotions: Free samples for a limited period of time ( stores like Naheed, Aghas, Chase and Hyperstar) ( small lollypop size samples for Trial)

A Sample Poster for Pak-O-Lolly

Promotional Activities
Advertisement on radios, magazines, newspapers and billboards will be done extensively to engrave the essence of the brand and the brand identity in the minds of the customers. WORD OF MOUTH strategy would be used too to communicate communicate and communicate! Campaigns: Stalls in the malls, shopping areas, parks (making you try the Best Ice Lolly in the form of TRIAL small size samples).

Launch Ceremony
In our launch ceremony we will invite all senior members of the company and other employees who have worked in this project and helped us make this launch successful. All partners and stakeholders would also be invited to celebrate the launch.

BRAND METRICS
Internal metrics
For Pak-O-lolly internal metrics such as sales, stock shortages and off course profit contribution would be very important to measure

External Metrics:
External metrics would majorly include brand awareness which means that brand should be in the top minds of consumers

We will be using brand dynamics pyramid to measure our Brand

BRAND DYNAMICS PYRAMID

PRESENCE : The brand Pakola is present in the minds of consumers since 50 years and has given a feeling of patriotism

Relevance : Due to hot weather of Karachi, Pakola with its new ice lollies would offer the market with a good option of refreshing themselves at a right price (6 PS)
Performance : Pakola has been delivering quality and reflecting patriotism since it was launched, thus the ice lollies too commit to serve the consumers with exceptional taste and make them feel patriotic. Advantage : Pakola ice lollies would provide two in one flavors with a very attractive price. These icelollies would give a sense of patriotism and continue to give the amazing taste of the two most demanded flavors ( ice cream soda and Lychee) BONDING : Consumers have a bonding with Pakola due to its green color which reflects patriotism and the taste is loved by all too. That is why we have kept the flavor and packaging of Pakola in a way that both continue to build and continue with that emotional attachment.

Market Research Analysis

Age group 7-15
Yes 2% No 22%

Do you like ice-lollys

Age group 16- 21

78% 98%

Yes

If yes then which ice-lollys do you prefer?

JetSport Jellicks Lick A Flavor 10% Fruttare Bubble gum Jetsport Jellicks Lick A Flavour 2% Fruttare Bubble gum

14% 2%

20%

51%
3% 23% 12%

63%

Market Research Analysis

Age group 7-15
Seasonally 3% 4% 21% 27% Monthly 25% Daily 15%

Age group 16- 21

How frequently do you purchase icelollys? Frequency

48%

Weekly 57% Seasonally

Daily

weekly

Monthly

Would you like to have unique ice lolly flavors which are different from the regular fruit flavors?
Yes No 20% No 6%

80%

Yes 94%

Age group 7-15

Price Flavor Avaibility 0% 0% 4%

What makes you buy an ice lolly

Quality Brand Name Price Flavor 0%

Age group 16- 21

Availability Quality Brand name

8% 12% 40%

12%

56% 68%

What comes to your mind when you think of pakola?

Patriotism Different/Unique Patriotism Different/Unique Alternative

6%

An Alternative

12% 32%

27%

67%

56%

Age group 7-15

Orange Ice Cream Soda

Which flavor of Pakola do you like the most

Raspberry Lychee Orange

Age group 16- 21

Raspberry Lychee

Ice Cream Soda

4% 8% 42% 48% 2% 0% 68% 28%

If Pakola comes up with an Ice-lolly would you try it?

Yes yes no 4% No

10%

90%

96%

Which flavor would you want Pakola to launch?

Age group 7-15
Lychee
Orange

Age group 16- 21

Ice cream Soda

Apple Sidra
Respberry

4% 2%

4%

2%

29% 33%

57% 4%

57%

8%

Market Research Analysis

We conducted our market research by dividing our target market into 2 age groups (7-15) and (16-21)
We concluded that Pakola has good brand awareness and people are accepting its uniqueness and differentiation of flavor from its competitors. 98% of kids love ice lollies whereas 78% of youngsters are fond of ice lollies, so theres a huge market potential About 50% of people consume ice lollies on weekly basis More than 60% of people in both age groups prefer ice lollies on the basis of flavor, which shows that our competitive advantage of unique flavor can be cashed on. More than 80% people want new flavors in ice lollies , different from regular fruit flavors More than 60% in both the age groups associate Pakola with a Unique and different taste and patriotism

Market Research Analysis

42% and 48%of kids like Ice Cream Soda and Lychee flavor of Pakola the most. 68% and 28% of youngsters like Ice Cream Soda and Lychee flavor of Pakola the most. More than 95% in both age groups said they would definitely try Pak-O-Lolly 57% of both the age groups want Pakola Ice lolly in the classic Ice cream Soda flavor 33% of kids want Pakola Ice Lolly in Lychee flavor whereas 29% of youngsters want Pakola ice lolly in Lychee flavor

Conclusion
Looking at the research and launch plan, we are sure that Pak-O-Lolly will be successful. The reason behind why we so sure is that, Pak-O-lollies will be launched in summer plus it will be launched on 23rd march which will further build excitement among the kids, youth and other people who are patriotic. Moreover, the jobs to be done would help us achieve our targets and communicate extensively which will further build awareness. Our sole objective would then be to stay or reach the top of the mind of the consumers, so that consumers will always have Pakola as top of their minds when they go to buy lollies, beverages etc. Later on, By focusing from brand idea to brand ideal we are sure that we will achieve this objective and then come up with out of scope products

References:
Mr. Kamar Mehran Bottlers pvt limited# 03333558983 www.pakola.pk World bank report 2010 http://www.marketresearch.com/map/prod/2231186.html Mr. Samin Ahmeds Chapter Slides of Brand Launch