Rana University - BBA Department - Marketing Management

1. Marketing Plan of Crystal Cola

2. MARKETING REPORT
 Submitted By: Hussain Hashimy

3. MARKETING REPORT
 Section: P3-Morning

 Subject: Marketing Management

 Program: BBA

 Submitted To: Sir Aftabullah

5. Contents:
 Acknowledgement
 Executive Summary
 Product Overview
 1:SWOT Analysis
 2:PEST Analysis
 3:Marketing Strategy and Objective
 4:Target Marketing and Positioning
 5:Marketing 4 P’s
 6:Marketing Budget
 7:Review and Implement
 8:Evaluate and Control
 9:Contingency Plan

6. Acknowledgement
 We would like to thank from our team member and a special thanks to
our respective teacher “Sir Aftabullah” for giving us this opportunity to
represent our idea and for giving us the right direction, motivation and
for helping us to complete our report on “A Marketing plan for Crystal
Cola”.

7. Executive Summary
 In this project different analysis are performed such as, SWOT analysis,
PEST analysis, Marketing budget, Marketing 4 P’s etc.

8. Product Overview
 Crystal Cola is a carbonated soft drink that is produced and
manufactured by Crystal Cola Company. Crystal cola was first introduced
as soft drink in Kabul-Afghanistan, in 2005 by five person which are:
Naweed Amiri, Bari Hamidi, Rashed Jalaly, Ramin Hashimy and Hussain
Hashimy. After 6 years in 2011 Crystal cola opened it branches in Mazar
and Herat and will spread in all over country in near future. “Crystal cola
made with Real Sugar “as of 2011.

9. 1: SWOT ANALYSIS
 Strengths
 1. Company Image
 2. Quality Conscious
 3. Good Relations with Franchise
 4. Production Capacity
 5. Market Share

10. Weaknesses:
 1. Declines in Taste
 2. Weak Distribution

11. Opportunities:
 1. Increasing Population
 2. Changing social Trend

12. Threats:
 1. Government Regulation
 2. Raw Material Supply

13. 2:PEST Analysis
 Political-Legal Environment
 Situational Environment
 Economic Environment
 Technological Environment

14. 3:Marketing Strategy
 Business Mission
 Business mission of crystal cola, In Afghanistan is to be the best and
biggest seller of carbonated soft drinks.
 Objectives
 To sell maximum amount of cases, to have and try to capture maximum
market share.
 Strategy
 Core marketing strategy is to achieve the objectives, to provide consumer
the product he wants.

15. Market Target
 Crystal cola customers are teenagers young and adults. It also target at
Universities, homes, restaurants and stores.
 Market Positioning
 Crystal Cola positioning statement is:
 “To new generation, those who want the best taste in drinks, Crystal Cola
is a cold drink which gave the best taste, low fat in a reasonable
spending.”

16. 5: Marketing 4 P’s
 Product
 Product variation
 Crystal Cola has much product deviation in case of brands and packages.
This leads to it to different age person as well as different income level
people.
 Price
 Price of our product is:
 Per bottle 1.5 litter ------ 30 AF
 All prices are in AF
 Crystal Cola Company profit in per bottle is 8 AF

17.  Place
 Crystal Cola has a vast distributive teams, which main objective is to take
Crystal cola available at an arm’s length
 Promotion
 Our company advertised its product through many different ways e.g.
printing media, electronic media, sign boards etc.

18. 6:Setting The Marketing Budget
 We spends 500000 AF on advertising in the Afghanistan, according to Ad
Age Data center.

19. 7: Review & Implement
 We Invest 100,000$ and our profit will be 30,000$, the amount which we
spend on each campaign will 20,000$.
 Our current Marketing plan has positive effect than previous because our
total sales in last year from 1st April – 10 September was 80000$ but in this
year our sales totaled 110,000$.

20. 8: Evaluate & Control
 We had screening out and compare the practical activities with our
marketing plan, fortunately there was no problem and we was in right
path.

21. 9: Contingency Plan
 We have an alternative plan in case of emergency and whenever we face to
a problem then we will follow our alternative plan which is changing
product, and we will produce Crystal Juices.

22. Thank You