This document discusses plans to introduce a new juice brand called Nectaria in Pakistan under Coca-Cola. Key points include:
- Nectaria will leverage Coca-Cola's brand reputation and compete against Pepsi's Naked juices.
- Porter's 5 Forces analysis finds low-medium threat from new/existing competitors due to Coca-Cola's scale and reputation. Substitute products pose a medium-high threat.
- SWOT analysis identifies strengths as quality, growth market, and parent brand loyalty, while weaknesses include lateness to market and potential cannibalism.
- Advertising plans include TV, print, outdoor, radio, and digital campaigns, with a ₹
5. Justification of Logo
“A Logo Should Tell A Story ”
Color Scheme – Yellow Shades with Green
NECTARIA – Name - Design - Font –
Slogan – “Nature at its Finest”
Concept & Theme of Logo - Glass on Leaves with a Straw
Why Pink Color?
Background Color
9. INDUSTRY ANALYSIS
Introduction to Corporate Brand
The Coca-Cola Company is the world's largest beverage company and is the
leading producer and marketer of soft drinks. Today, Coca-Cola is consumed
throughout the world at the rate of more than 600 million times per day and this
figure is continuing to rise. However, Coca-Cola is not the sort of company to live on
its past glories; instead it looks to the future as a challenge and constantly seeks
new markets and ways of increasing its market share in areas where it currently has
a strong presence. It is the world's largest producer and distributor of syrups and
concentrates for soft drinks. Products developed by the Company are sold through
bottlers, fountain wholesalers and distributors around the globe.
10.
11. Why Coca- Cola as a Corporate
Brand?
Competing with Pepsi’s Naked Juices
Endorsed Branding or House Blend
Leveraging Corporate Brand
Affiliation Transfer
Least Resistance in Trail
Sharing Corporate Reputation
12. PORTERS 5 FORCES ANALYSIS
1. Threats of New Competitors is LOW TO MEDIUM
Tariffs and international trade restrictions & Regulatory Policies
Capital Requirements
Brand Preference
Distribution Channels
Economies of scale
2. Threats from Existing Competition is LOW TO MEDIUM
Competitors tactics of prices and Niche market targeting
Frequency of Introducing products for Niches
Can compete on terms of diversification
Can compete on terms of Size
Can compete on terms of Economies of Scale
Logistics, Marketing and Government support
14. 3. Threat of Substitute Product is Medium to High
Availability & Affordability
Quality & Attributes
Switching Cost 4. Bargain Power of Buyer is Medium to High
Switching costs
Number of buyers
Pressure & Demand from Buyers
High choice in Brands
5. Low Threats from Suppliers
Supplies Availability, Affordability & Quality & Attributes
Number of Supplier
Switching Costs
15. TWOS ANALYSIS & STRATEGY for Coke
Strengths Opportunity
Brand Loyalty Shift into New Brand
Loyal Customer Base Accept New Brands
Threats Opportunity
Pepsi into Juices Market Development Before Pepsi
Pepsi with Target Market Youth Youth + all
16. SWOT ANALYSIS
Strengths:
Supreme quality with the true essence of nature
Rapid growing market due to increased health and hygiene awareness
Leveraging brand loyalty of the parent Brand which Is Coca Cola
Low sugar content which makes it more appealing to health conscious people
Innovative packaging and strong advertising campaign
Weaknesses
Late in Juice category
Negative WOM
Cannibalism
17. Opportunities:
Increasing trends of health consciousness and fitness.
Suitable weather conditions with increasing temperature in Pakistan.
Changing social trend.
Market Growth.
A new research proves that in the future every person uses 85.5 liters juice per year.
Threats:
Government Regulations like imposing taxes forces them to charge higher prices.
Electricity shortfall in one of the major threat to the industries in Pakistan.
Major and well established players in the juice and beverage industry.
. Another major hazard is the increasing inflation rate, which ultimately translates into
depreciated purchasing power of the household which could lower consumption of certain
drinks
18. Point of Difference vs. Point of Parity
Points of Parity Points of Difference
Natural Fruit Juice
Safe & Healthy
TETRA Packing
Freshness & Purity
No Added Preservatives
•New Range of Flavors
•Fizz with Fruit Juice
•Fruit Pulpy
•100% Organic
•NOTHING ATRIFICIAL
•Low Sugar Content
•Differentiation in Packaging
•Transparent Juice Bottles
20. Product Positioning
Is the act of designing the company’s offering and image so that they occupy meaningful
and distinct competitive position in the target customers’ mind.
Points-of-parity
Necessary
Competitive
Points-of-difference
Strong, Favorable And Unique Brand Associations
21. Print & Out of Door Ads
Initially we are using the Ad “Teaser” as Billboard ad to create the buzz in the market reflecting what
actually Coca-Cola company is up to. After that we will use different ads in a unique Locations which are
shown below.
36. Objective of Media
Primary aim: To create awareness about the new brand “FEEL GOOD of Pepsi” and
increase its consumption.
Key objectives: Focusing on the fact that this new product is better than competitors.
Secondary objective: To increment Sales.
Positioning of New Ad Campaign: Target audiences of NECTARIA are not only
teenagers and young adults but all the people. We don’t want to rely only one segment
as our product is for every one.
Tagline of New Ad Campaign: Nature at its Finest
37. Media Selection & Budgeting
Television
Satellite channels like Hum TV, ARY Channels, HBO Pakistan, GEO
News, DAWN NEWS, EXPRESS NEWS, HUM TV, MASLA TV and AAJ TV.
Print Media
EXPRESS NEWS, JANG NEWS, DAWN, THE NEWS, FASHION
COLLECTION, IMAGES, THE REVIEW, AURORA, YOUNG WORLD.
We will also give ad in the editorial page.
In Magazines we will give double page ad to attract the customers
38. Out of Door Media
Locations
On Murree road in Rawalpindi, from Fiazabad to Saddar, there are total of 200 small and
big hoardings and billboards out of which 89 were found empty. And we also found so
many free billboards in Islamabad too.
Among these hoardings we noted that relatively bigger boards were FREE and available
for TOLET.
These large sized hoardings cost Rs. 7 to 8 Million per year on average.
We will display our ads in the bigger boards because it will help to break the clutter and
attract the people with Animated & colorful Ads
39. Islamabad
Airport Road Islamabad (60ft x 20ft)
Traffic Flow: From Islamabad towards Airport and Kachehri Road.
F-10 Markaz (35ft x 15ft)
Traffic Flow: Blue Area & Rawalpindi towards F-10 & F-11 Markaz.
Lords Trade Centre, F-11 Markaz (60ft x 20ft)
Traffic Flow: Main Markaz Entrance to G-11 Markaz.
Faizabad Bridge (60ft x 20ft)
Traffic Flow: Islamabad towards Shamsabad.
Islamabad Entrance, from Peshawar (60ft x 20ft)
Traffic Flow: Peshawar and Motorway towards Islamabad, Pirwadhai and Mall
Road.
Islamabad Express Way Quaid-e-Azam Portrait (60ft x 20ft)
Traffic Flow: Airport towards Zero Point, Blue Area & Parliament House.
Kashmir Highway (60ft x 20ft)
Traffic Flow: Islamabad towards Peshawar Road and Motorway.
40. Rawalpindi
DHA Entrance (60ft x 20ft)
Traffic Flow: Lahore, DHA Bahria Town towards Kachehri Chowk, Mall Road and
Airport.
Committee Chowk (60ft x 20ft)
Traffic Flow: Rehmanabad and Link Rawal Road towards Raja Bazar and Saddar.
Liaquat Bagh Chowk (60ft x 20ft)
Traffic Flow: Saddar towards Islamabad.
PAF Chowk (60ft x 20ft)
Traffic Flow: Airport towards Murree Road.
Rawal Road FC Murree Road (60ft x 20ft)
Traffic Flow: Murree Road towards Airport.
Taj Mahal Plaza FC Islamabad (60ft x 20ft)
Traffic Flow: Islamabad and Faizabad towards Saddar and Committee Chowk.
41. Radio
We will also use local radio stations (Rawalpindi-Islamabad, Karachi,
Lahore) to create awareness of COCA-COLA’s NECTARIA.
Non- traditional Media as Advertising technique
Internet: We will make accounts on social networking websites like
Facebook, Twitter etc.
Event sponsorship: We will sponsor different events like Cricket match
and concerts etc.
Samplings & Visiting Educational Institutes and Involving students in
Social Activities.
