Contents

Introduction
idea
Mission statement
Vision statement
Core values
Marketing strategy
Market segmentation
Target market
Differentiation
Positioning
Competitors
Marketing mix
Product
Price
Promotion
Place
Swot analysis
Introduction:

Our product name is kool-aid. Which is a rooh afza premix . Kool aid is healthy soft drink which
is good for health. It is made from natural ingredients and no harmful thing is used in our
product.

Idea:

Whats new in our product ?

The new thing in our idea is that it’s a instant soft drink and easy to make wherever you want
you don’t need lots of things to make it you just need water and Kool Aid to feel cool in this hot
weather.

Mission statement:

To provide human being healthy, natural, fresh and chemical free product. We believe in trust,
outstanding teamwork. We value a creative and fun environment.

Vision statement:

Making people healthy by giving them healthy product and satisfying our customers is our first
priority.

Core values

Marketing strategy

We use push marketing strategy to create a image in mind of customers

Market segmentation:

Demographic:

Our age group is people below 30. The reason for this is that as people grow older they prefer
coffee, tea etc

Physiographic segmentation:

Lower and middle class households

Behavioral segmentation:

 Purchase occasion:
Regular occasion

Special occasions

Target market

Our target market is teens, youth, mothers, sport enthusiasts, students.

Differentiation:

We will differentiate our product on the following basis:

Comparatively less price

No harmful chemicals are used

Innovative packaging

Positioning:

Competitive advantage:

The soft drink companies is very much competitive. Many companies have acquired a
significant portion of the market. But the unique feature of kool-aid will take it far beyond the
reach of the competitors. Because no one has yet thought about selling instant soft drink in
such a specialized way.

Marketing mix:

Marketing mix include four ps:

Product

Price

Place

Promotion

Product:
Features:

Our product is 100% natural

Convinence product

Easy to use

Easily available

Quality product

Attractice packaging

Available in pack of 10 dip bags.

Price:

For pricing our product we use strategy with low price and high quality which is penetrating
strategy to attract new customers.

We provide quality product at the lowest possible price

It would be affordable for every segment of the society .

Place:

We have decided to place the product in all grocery and utility stores of Gujranwala.

Promotion:

Since our product is new in market we have to make sure the public is well informed of our
product.thus we plan to undertake ATL strategy. Our promotion objective is to make
impression in the mind of consumers through
Video ads in tv

Advertising on radio

Adds in newspaper and magazines

Free distribution of samples in schools and colleges

Ads on social networking sites.

SWOT:

 Strengths:
1. Innovative product
2. Established - Brand
3. Best quality
4. Act as coolant for body
5. Economic price
6. 0 side effects
7. Health benefits ( good for heart function, water retention, balancing body electrolytes)

 Weaknesses:
1. Loss of sales in winter
2. Continuous change in customer preferences
3. Lack of creative Advertisement
4. Seasonal drink

 Opportunities:
1. Can create high demand and revenues being inexpensive than other brands.
2. Increase in population, increase in Market share
3. Loyal customer base , can charge high price
4. Established brand image, can help supporting new versions too.
5. Customer Concern of Sugar Level, provides opportunities to produce different styles of drinks

 Threats:
1. Strong Competitors
2. Tax increases
3. Great preference of energy drinks in customers.