Principles of Marketing Ali Hayat Khan Umme Ammara Mansoor Ikram

Introduction
Maaza Pakistan

Local franchise of Maaza International Owned by Sheikh Al Omran

Flavors:

Mango Guava Pineapple Apple Mix Fruit Orange

OBS

Sales Team

S
SWOT ANALYSIS Positive Factors
Own Pulp manufacturing factory Own bottling facility

O
Summer Season Ramadan & Eid

Acceptance in Pulpy Drink Market Standardized Quality

New Flavors Low Calorie Drinks

ISO Certified
Pakistan Agriculture Association recognized

Hauling/Selling in public places

W
SWOT ANALYSIS Negative Factors
Poor Documentation No Management and Information Control System

T
Tough Competitor, Minute Maid & Slice Nestle Might Be A Competitor Local (Desi) Companies Names Conflicts, e.g.: Maza

Poor Marketing Lack of Corporate Culture

Distribution Issues

Brand Recognition Mango Suppliers Level

Maaza BCG Matrix

High
Maaza 20 % Share

Growth

Low

High The present installed capacity :

Market Share
400,000 metric tons per annum approx

Low

Estimated growth rate of Juice Industry: 20% to 25% PREF-7/Rev1: Digest of Agricultural Statistics of Pakistan

Product Repositioning
4 Ps Product Price Placement Promotion

Product
Reengineering Product

and features
So far only available in

1000ml tetra packs and poorly designed plastic bottles

Suggested Sizes for Tetra

Packs
200ml 1000ml

Vertical Space Utilization

of Fridges

Price
Pricing Strategy
Penetration Pricing Nestle Fruita Vitals / Olpers Olfruit at Rs. 25-30 Nestle introduction of new flavors at Rs. 15 Demand Curve Estimation (Elastic vs Inelastic Demand)

Promotion
Current Advertising agency: Maxel Few TV Commercials & Billboards
Mission Statement and Slogan Taaza Mango Maaza Mango

Promotion

Marketing Needs
Improvising a new mission statement and slogan Vibrant / Bold colors for products Nestle Fruita Vitals defeated Olpers Olfruit on vibrancy of packaging blueprint Better Design of Product Packaging Marketing Channels Newspapers TV Advertisements Billboards Investment in Fridges

Placement
Brand Resonance Model
Distribution Network

Leveraging Secondary

Association
People Celebrity Endorsers Things Events

Feedback & Control Mechanism

Centralized Controlling Information and Control system

Adaptation of TQM

Training and Information sharing

Consumer orientation

Conclusion