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A

COLA
Hamza Saeed Ansari
Umair Abid
Arslan Younas
Ali Ahmad

Relaunching of Mecca Cola in Pakistan

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

best drinks in the world

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

MARKET SITUATION ANALYSIS


Market Description
The soft drinks set to become world's leading
beverage sector with consumption rate 5% per
year
The soft drinks market in Pakistan enjoys
dynamic growth in both volume and value terms
Carbonated drinks have become part of the
culture in Pakistan
41% Pakistanis Prefer Soft Drinks While
Traditional Lassi Is A Close Second (35%):
GILANI POLL/GALLUP PAKISTAN

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

Coca-Cola serves its products using mass market


technique that falls in undifferentiated
marketing that focus every consumer as target
customer
Coca-Cola takes every customer as target and
potential who is thirsty. All age groups are being
targeted but the most potential is the age group
from 18-25 that covers around 40% of total age
segment

POSITIONING JOURNEY OF MECCA


COLA
Drink With Commitment, enjoy the taste of
Freedom,
No more Drinking Stupid, Drink with
Commitment
Dont Shake me, Shake your Conscience!
THE TASTE OF FREEDOM

WHY MECCA COLA FAILED


Reason behind failure of Mecca Cola are;
Conspiracy of giant brands like Pepsi and CocaCola against the new born baby i.e. Mecca-Cola
NGOs were forced to start a campaign against
Islamic name of Mecca-Cola
One of most important point behind failure in
Pakistan is poor integrated marketing
communication plan by the management

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

KEY SUCCESS FACTORS


Size of the organization
Price
Brand
Loyalty
Health Issue
product innovation
Global expansion

USING IMC TECHNIQUES


Placement
Placement is accomplished through efficient and
sufficient channels of distributions
CHANNELS OF DISTRIBUTION
Mecca-Cola should use the both channels i.e.
indirect and direct distribution channels to make
sure the feasible availability of the product

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

Mecca-Cola should be promoted using the ATL


and BTL activities both. The blend of these
activities is important to communicate the brand
and message to the target market

PRINT & OUTDOOR AD


Newspaper advertising campaign for creating
the brand awareness, main focus would be on
emotional message of donating 20% of net profits
to needy people
The purpose of using billboards is to grasp the
attention of the large population in shape of
individuals and families by familiarizing them
with the brands` name and logo
For this purpose newspapers like Nawa E Waqt,
Express, Dunya etc. should be used

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

TEASERS (create curiosity among the people)


Awareness (awareness regarding the brand)
Full fledged Promotion (launched to persuade the
target consumers)

PUBLICITY AND PR PLAN


Publicity of Mecca Cola includes representation
of logo of the brand at various touch points of the
cities.
It also includes using Halal certificates and
Fatwa of Muftis
Palestinian donation certificates

EVENT SPONSORSHIP PLAN


Sponsoring all the Islamic event like THE
ISLAMIC SUMMIT CONFERENCE
Sponsoring Difa e Pakistan council which
promotes anti-drone campaign In Pakistan
The purpose behind such activity is to positively
promote Muslims` soft drink brand

SOCIAL MEDIA PLAN