Group Members

Syed Shamoon Haider BM 25043

Abdul Shakoor Taha Yaseen

BM 25095 BM 25093

By:

Introduction

Mehran bottlers are the 1st bottling plant is South Asia. Which has been certified to integrated management system based on (ISO 9001: 2000), (ISO 14001: 1996) and (RVA HACCP) standard. Their quality and food safety system follows the FDA GMP requirements and codex. Their products are manufactured under strict CGMP and Hygiene controls. Their brands include:

PAKOLA

Mehran Bottlers Pakola is one of the most popular brands in Pakistan. The brand was created on 14th August, 1950. As per Their slogan, DIL BOLA . Pakola, they believe that Pakola is the heart beat of the nation and its amazing taste holds the potential to ride the taste buds of the consumers at home and abroad. Although the green drink Pakola Ice Cream Soda is anonyms with the name Pakola, but thats not all, Pakola gives sensation by bottling other fruity flavors namely Pakola Orange, Pakola Lychee, Pakola Raspberry and Pakola Guava

Current market situation

The people of Pakistan are going through a water panic for the past many decades, and the intensity of this panic has greatly increased in recent years. Careful analysis and research of this panic and using secondary information available internationally and combining various innovative ideas has led to the establishment of this brand of bottled vitamin water with an innovative cap system, with the intent of supplying people with clean, fit, fun and nutritive water. And this presents a great opportunity to enter into a new market through product development, with this innovative product targeting the health conscious consumers of the 21st Century. Other big companies like Pepsi and Coke have not yet introduced any similar products in the market, and thus, Pakola can use this product to gain a competitive edge over its competitors who own a big chunk of the beverages industry in Pakistan and also Internationally.

Vitamin Water

So what is Vitamin water? Vitamin water is a great-tasting, healthy enhanced water that is packed with nutrients. Nutrition Facts: Calories: 50 Total fat: 0g Sodium: 0mg Potassium: 60mg Total carbohydrates: 13g Sugar: 13g Protein: 0g Vitamin C: 40%, Vitamin B3: 20%, Vitamin B6: 20%, Vitamin B12: 20%, Vitamin B5: 20% Potassium: 150mg per bottle

Comparison

SMART V

What makes Smart V so special? Smart V is a result of a lot of research and combining of many innovative ideas. It is mineral water packed with a lot of vitamins beneficial to the human body and is not only a more healthier alternative to normal bottled mineral water, tap water, filter water, energy drinks, and coffee, etc, but also offers a Unique Cap System (UCS) which preserves the freshness of the water and its vitamins content.

Unique Cap System

LEVER CAP

VITAMINS & FLAVOR BLADE

WATER

Unique Cap System

The Vitamins and Flavor mix with the mineral water

When the lever is twisted and turned 360 degrees the blade cuts the packing releasing the mixture.

SWOT Analysis

Strengths Smart V is built on two important strengths 1. Innovative product Smart V is high vitamin water in the form of natural resource and has a Unique Cap System, which preserves its freshness. 2. Compatibility Its above all the available bottled waters In the market as it has Vitamins in the form of natural resource, which can be consumed at any time of the day. Weakness Small brand name The competing bottled waters are produced by the worlds largest beverage companies (Pepsi and Coca Cola)

SWOT Analysis

Opportunity Demand Vitamin is essential for healthy life, by introducing smart V in the market we will provide people with a drink which will fulfill the vitamin requirements of human body. Threats Budget We have limited budget which can not be spend more on the advertisement once. Acceptance Due to low awareness about the Vitamin in water product, there is high risk that people will not accept the product immediately.

Market Segmentation

Target Market School/College Students

Customer Needs Immediate need of vitamins. Energy, Hydration

Benefits It helps them to remain active all time. It Fulfills their energy needs. Safe drinking water with vitamins.

Sports professionals

Medical Users

Protected water with vitamins.

Market Segmentation

Target Market School/College Students

Customer Needs Immediate need of vitamins. Energy, Hydration

Benefits It helps them to remain active all time. It Fulfills their energy needs. Safe drinking water with vitamins.

Sports professionals

Medical Users

Protected water with vitamins.

Marketing Strategy

PRODUCT NAME Smart V SLOGIN: Energetic Experience... Product profile: Smart V will be a drink which not only satisfy your thirst, but also keeps a person energize and refresh. Product Contents Already mentioned

Product objectives & Strategy

Product objectives The companys objective is to provide high quality bottled vitamin water with the intent of supplying people with clean, fit, fun and nutritive water, with functional benefits and which provides consumers with a refreshing feeling after using it. Product strategy
The product will be launched in 300ml & 500ml bottles and 1.5 liter.

The product will be launched under the brand name of Smart V (Vitamin Water).
The product will be tested from the various labs for its pros and cons & and it will be further verified if any consumer wants testing report or he/she wants to test him or herself. Another key point of this products strategy is that the product will be launched first only in Karachi, Lahore and Islamabad and gradually will be made available nationwide, so as to avoid any risks in the event that the product does not prove to be successful.

Promotion

The brand is to be promoted through the print media and T.V. Since it is catering to specific segment, the frequency of advertisement, their location and timings, will be based on the targeted consumers behavior. The initial promotional budget will not exceed Rs. 3.5 million and the yearly promotional budget will be allocated on the percentage of sales method presently being used in the company, which is about 15-17%.

Positioning

Positioning of the brand The brand will be positioned as a Premium health promoting day-to-day use vitamin water brand enriched with vitamins, which is a unique product for our market. The objective is to use positioning in order to achieve this image in the mind of consumer on the basis of the benefits provided by the product.

Competitors Pricing

Competitors Nestle

Product Pure Life

Features Is pure, safe and healthy drinking water for you and your family. Purified by Hydro-7 purification system.

Price (500 ml) Rs. 12

Pepsi

AquaFina

Rs. 10

Coca Cola

Kinley

A life given force that drives toxins away. -

Rs. 10

Others

Energy Drinks

Range b/w 30-85

SmartVs Pricing

Pricing A lower introductory price will be used for the product, and gradually increased with the success of the product in the market. SIZE Small bottle (300ml) Small bottle (600ml) PRICE Rs.15 RS 25

Distribution Strategy

Mehran Bottlers main home and personal care products production takes place in Karachi. The product will be manufactured in the Karachi factory, distributed using the present distribution network of Mehran Bottlers shown below:

Marketing Communication Strategy

We will convey our message to media by emphasizing our main points of product differentiation specially that our water contains vitamins which are essential for human health. Using the appropriate media which will help us in educating people about our product at the time of its introduction. Therefore the advertising will be on cable TV, billboards and pamphlets distributed in major super stores of the city.

Action Plan

The SMART V will be introduced in September 2008 (Ramadan), following are the summaries of our action plan that we will use during the first six months of the launch to achieve our stated objectives. September We will initiate 1 million on sales promotion campaign to educate consumer about the product with the help of already trained Marketers about the product. October We will start print and radio campaigns to target sporty people, school going kids, especially at the timing of Sehri and Iftaar in Ramadan.

Action Plan

November We will launch direct marketing campaign in major departmental stores and shopping malls to attract peoples taste. December We will expand our distribution channels to fill the shelves of Major stores in Largest cities (Karachi, Lahore and Islamabad)

January In the start of New Year 2009 we will take out the statistics and demand of the product and if the product is successful in major cities we will increase the production to capture potential customers

Budget & Control

Budget Total first year sales revenue for Smart V is projected 15 million with the average whole sale price of 300ml 15 PKR and 600ml 25 PKR, and the variable cost per unit is 10 and 18 PKR respectively. We anticipate the first year to be end at Break even. Control After the launch of the product we will examine the performance of the product by taking consumer feedback and verify the amount of consumer satisfaction. This will help us in correcting our mistakes and improving our Quality control.

Conclusion

Smart V is an extremely innovative product for the Pakistani market, thats why we predict some threats but a lot of opportunities to look on the positive side. We believe that this product will be very successful on the basis of its quality, ingredients, features and benefits offered to consumers. The company will enjoy monopoly with the help of SMART V (Vitamin Water) as it has not been launched before in the country.