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Quice has reached its declining stage and old

positioning has almost faded.


Trade driven product struggling on its push force
in the market.
Brand needs to be revitalized through a new
positioning targeting new and large market
segments that hold enough potential.

DIRECT COMPETITION
Jaam-e-Shirin
Rooh Afza
Naurus
Mitchells
INDIRECT COMPETITION
Carbonated drinks
Geographic
World Region / Country Pakistan
Density Urban, suburban, rural
Psychographics
Socio Economic Class B, C1, C2
Demographic
Gender Male, female
Age 15 and above
Income Rs.20000 and above
Behavioral
Benefits Quality, Unique Ice cream flavor
User rate Light user, medium user
Most of young consumers arent even aware.
Brand has no emotional associations to recall.
Quice is an old mix with water drink.
Consumers who are aware, think that its a not
worthy brand because it is not appealing.
Quice is a refreshing drink with a taste like no
other drink.
Quice consumers are brave, courageous and
patriotic.
Quice invokes the patriotism for our country.

Increase brand awareness by 60% non users.
Reposition the brand on platform of patriotism
Create brand associations like patriotism,
excitement, gregariousness.
Communicate the launch of a new ready to drink
form of Quice.
Brand Essence
Patriotism
Important Features
Unique flavor
Green color
Competitive Advantage
A brand that invokes
patriotism
Quality
Key Benefits to
Communicate
Functional :
Taste
Convenience
Emotional :
Patriotism
Reason to Believe
Green color
Refreshing taste
Word of mouth
Brand Image/
Personality
Energetic
Gregarious
Responsible
Courageous
Campaign theme
Invoke patriotism in the consumers by
connecting the theme with
Sports
National holidays
Social issues

Advertising Appeals
Emotional, slice of life

Brand should be shown 3 times in TVC.
Brand should be occupy 30% space in print ad.
Pakistani flag and green color should be used in
background
Focus on green color.
The ads should communicate benefits of a ready
to drink form.


ADVERTISEMENTS
TVC
GEO, AAJ, HUM, ARY, RONAQ, MASALA
PRINT AD
Dawn, Jung, & magazines having heavy readership of youth
BILLBOARD
Promoting QUICE through patriotism on Places of heavy
consumer traffic of SEC B & C.
RADIO
Pakistan special theme programs on FM 100 109
INTERNET
Paid advertisements on facebook and websites

SALES PROMOTION
BUNDLE OFFERS (Buy 3 get 1 free)

PUBLIC RELATIONS
Sponsor local sports events
Sponsor All national days Celebrations
Fund raising events for social issues (concerts & seminars)





SOCIAL MEDIA:
Facebook campaign :
Facebook page development
Page activity on social issues
Page activities for invoking patriotism
Paid and un-paid advertisements on famous fb pages
Paid advertisements and activities on cooking shows pages
making consumer aware of new usage occasions of product

Twitter :
Presence on twitter as I am pakistani





Occasions Quice to has large share of Voice
Sports
National holidays
Social issues
2 months 6 months 8 months
Advertisement
Sales promotion
Social media
Public relations
Launch