COLA
Hamza Saeed Ansari
Umair Abid
Arslan Younas
Ali Ahmad
INTRODUCTION
Mecca cola is cola flavored carbonated beverage
The products name contains the traditional
Latin-alphabet transliteration of Mecca, the
holiest city of Islam located in Saudi Arabia
It is an alternative US-based brand Coca Cola
and Pepsi
My Idea was at the beginning a single
Mediatical and political reply to the huge attacks
against Islamand Muslims after 9/11 dramatic
events
Mecca Cola isrankednumber 4 among the
HISTORY
Mecca-Cola launched in France, in November
2002 by Tawfik Mathlouthi
Inspired by Iranian soft drink brand Zam Zam
cola
Mecca-Cola is now sold in some parts of the Arab
World as well as in certain regions of Europe
20% of our net profits at Mecca Cola World Group
Limited HK and all Subsidiaries goes to
charities, with priority to childhood
HISTORY (CONTINUED)
Country
Launching date
France
November 2002
Saudi Arabia
February 2003
U.A.E
April 2003
Yemen
June 2003
Algeria
August 2003
Malaysia
October 2003
Pakistan
November 2003
India
March 2004
BRAND PHILOSOPHY
Mecca-Cola is the answer against the unfair
policies of U.S.A and the practical initiative
towards the prosperity of Muslims
It is the means of helping deserving people in
Palestine, Iraq and Afghanistan
Promoting as Muslims` brand with holiest city for
Muslim name Mecca
PRODUCT PORTFOLIO
SITUATION ANALYSIS
(CONTINUED..)
Current scenario of soft drink
Pepsi is leading brand in Pakistan with more
than 65% market share
Coca Cola currently enjoys a 30% market share,
second only to arch-rival PepsiCo
This competition is getting tougher day by day as
Coca Cola is heavily investing in Pakistan to
boost up its market share
COMPETITORS
COMPETITOR ANALYSIS
PEPSI
Target Market:
Pepsi has focused on mass marketing strategy
that covers all the segment such as demographic,
geographic, psychographic etc
Pepsi targets almost all the segments but major
focus is on consumer of young group aging from
14 to 30 that includes students of colleges,
universities
COMPETITOR ANALYSIS
(CONTINUED..)
Coca Cola
SWOT ANALYSIS
STRENGTHS
Strong financial backup of the UAE based organization
Inspiring Brand name in the Pakistani environment
Product quality is competitive much better than the past
Low Price as compared to competitors
Heavy promotional budgets on teasers, awareness and persuasion
Highly available in rural areas and urban areas
Number of variants
WEAKNESSES
Brand name representing the Islamic values only which could not be effective in attracting nonMuslims.
Fewer plants than competitors in the start
As a new comer Mecca-Cola is yet to develop mutually beneficial relationships with suppliers and
distributors
OPPORTUNITIES
Developed market of CSD in Pakistan
High expectation of gaining large market share due to Islamic republic
Charity cause may attract large number of customers
Competitors are not addressing rural areas aggressively and people of rural areas can be more
effectively fascinated due to charity purpose and Islamic values
THREATS
Recession can be a major factor that can adversely affect the customer base
Unpleasant Law and Order situation in Pakistan
Misuse of Brand name is so obvious in Pakistan
Conspiracies and campaigns against brand name may affect its reputation
MARKETING OBJECTIVES
TO BECOME THE FIRST PRIORITY OF
PEOPLE WHEN IT COMES TO SOFT DRINKS
To maintain highest standards of corporate
behavior towards employees, consumers that
includes:
Sales growth
Revenue
Market positioning
Enhance Market shares
Customer satisfaction
Goodwill & reputation
POSITIONING
Mecca-Cola is a soft drink which complements
rich taste and paramount refreshment available
in different flavors
Apna hai Rajj k Piyo
It is a voice against injustice policies U.S. and its
unconditional support to Jews Government
20% of our net profits at Mecca Cola are aided to
the poor destructed Palestinians and revenues
given as the charity purpose of Pakistani needed
community
BASIS OF DIFFERENTIATION
Product Differentiation
Mecca-Cola should emphasize its differentiation
from its competitors on the basis of brand,
quality, taste and variants as globally available in
different variants and it should be launched in
Pakistan with all its variants to attract the large
number of buyers
BASIS OF DIFFERENTIATION
(CONTINUED..)
Image Differentiation
The image of Mecca-Cola is associated with
Islamic values and it will be an edge for MeccaCola over its competitors
Pakistani people prefer Islamic values and this
will help a lot in differentiating Mecca-Cola.
Another plus point is that the U.S and Jewish
lobbies and policies are known to everyone, and
this point could also be emphasized that
boycotting the U.S based beverages and
preferring Mecca-Cola is the way to help the poor
Muslims around the globe
CONTINUED..
Indirect Distribution
Conventional marketing channel that the product
is coming from the producer to the wholesaler
then to retailer and to the final or end consumer
CONTINUED..
Direct Distribution
To cut the cost the management should
implement direct distribution to retailers where
there is possible and feasible such as special
touch points like hotels, restaurants, public
parks, big and reputed super stores and last but
not least dhabhas ( Small Road side
Restaurants) located mostly in rural areas
PROMOTION
SALES PROMOTION
Mecca-Cola will be used as free sampling
campaign, prize competitions in schools, colleges
and universities with rewarding Mecca-Cola
shirts as prize
It will act as one of the most effective promotion
tool
Further
TVC
Heavy promotional budget will be allocated on
TVCs, it will be launched in 3 different phases
The most important slots of the most viewed
channels like Geo TV, ARY, Express etc should be
booked and the entertainments programs like
dramas, musical shows etc should also be targeted
in order to communicate the message to the people