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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
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element that will ensure profitability and quality acceptance in Pakistani

society.

FRUITY FIZZS MISSION STATEMENT

To become premium fruit drink co. that gives you a new way to
enjoy your fruits

FRUITY FIZZS VISION STATEMENT

We are here to glorify Pakistans food and beverage industry by
providing the unique and refreshing fruity pleasure

BRAND IDENTITY OF FRUITY FIZZ

Physique:
Fruity, colorful, attractive

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:

Fruity Fizz will be reflected in customers minds as a youthful and trendy

drink.

Self-image:
Cool, smart, unique

CONDUCT OF MARKET SURVEY

Market
that:

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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Industry Is Set to Experience Volume Sales Growth of 30.5% to 2014.This

reflects such a huge market to cater.

SWOT Analysis
STRENGTHS

Renewal and investment

Innovation and Technological development

Experience in searching for new markets, niches and partners

Availability of key raw materials, cheaper labor costs and presence

across the entire value chain gives a competitive advantage.

WEAKNESSES

Old technologies and poor work organization

Insufficient pace of creation and implementation of innovations

Insufficiently effective activities of small and medium-sized businesses

Change in household consumption patterns

OPPORTUNITIES

Presence of a favorable market

Market globalization

Foreign direct investment promoting knowledge and developing export

channels

Transfer of production to the countries with smaller labor costs

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Well established distribution network

THREATS

Unfavorable market trends in energy resources

Increasing competition among exporters and decreasing dependency

on one market

Intense competition between the organized and unorganized segments

and low operational cost.

Water scarcity in Pakistan

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

Distribution network should be given extra emphasis. Market share could be

gained by enhancing retailer, and distributor margins. Normally distribution
and retailer margins in CSD business are from 6 to 10%.

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Objectives
The company has four core criteria in launching Fruity Fizz:
Building A Healthier Image

Building a healthier brand image is very essential. Most of the

popularity of the company in Pakistan would come due to the superior
taste and quality of the companys product in the minds of the health
conscious people. Hence one of the objectives of launching Fruity Fizz
would be to promote an image of the brand that appeals to the
general public as something that is refreshing as well as healthy.
Wider Brand Recognition

With new Fruity Fizz, the company hopes to add a dimension of

superior quality when positioning the brand in the mind of consumers.
This will help add to how people can relate to the brand. The ultimate
goal would be to come to a point where people at the top of their head
would have the brand as a leading name in the CSD industry.
Moreover the healthier image and the increased brand loyalty will
increase the brand acceptance among the masses. Moreover getting a
country wide acceptance would be one of the primary goals.
Capturing The Market

The third primary objective of launching Fruity Fizz would be to

emerge as a leading name in the CSD industry in Pakistan. The CSD
industry in Pakistan already has numerous quality brands competing
for market share hence to make it big in the juice industry would have
to come up with something that is of supreme quality and has
something unique to offer, and thats exactly what the company hope
to provide. Capturing the market with a new product would be
comparatively more difficult, hence offering something new would be
absolutely vital to be able to achieve desired goals.
Expanding The Product

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
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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

and views of the

Pakistanis so that the company could easily fit in to the type of culture and
lifestyle they have.
Behavioral - evaluating the behavior aspects of the business sectors, the

possible partners, dealers, retailers, employees and to the customers as

well for the company to have a good business ground in the region.
Positioning

Fruity Fizz commercials basically focus on younger generations, because the

company wants to represent the product with the youth and energy.
Company would adopt an aggressive approach mainly by brand
differentiation, effective advertising and attractive brand initiatives.
Moreover, it would be positioned as a Us brand because people as well as
communities, believe in togetherness in Pakistan.
Price

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.
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Placement & Distribution

It is literally impossible to supply the products to the consumer themselves

due to the sheer volume of the demand, hence the company understands
that marketing through suppliers is crucial for the availability of product.
In Pakistan, company is managing and marketing the whole production
distribution process. Through this decentralized channel the company is
ensuring a smooth and efficient flow of the process which increases the
performance of the company.
Sales Promotion

Demand of the product doesnt remain consistent because it exists in the

real world which is gradually changing. Advertisement removes the risk of
no use of brands on different extreme weathers like in winters. Its ads
stimulate its purchase regardless of weather or cyclic factors. Similarly on
different events the buying patterns also changes. Company has a great
strategy that they use those events as their strengths and advertise their
product on right time which results in increase sale.
Advertising & Promotion

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.

MARKETING ATTACK AND DEFENSE STRATEGY

Fruity Fizz will use flanking warfare marketing strategy because it is going for
diversification by entering into a new market with a new product.

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