The document discusses Mehfil-e-Mashroob, a non-alcoholic lemon squash drink. It analyzes the consumer behavior and target market for the product. The target market includes people aged 13-40 from all income levels and occupations. Promotion strategies like print, TV, and social media advertising are discussed. Future plans to introduce new flavors like lychee and pineapple are mentioned. In conclusion, Mehfil-e-Mashroob is positioned as a healthy summer drink option that is suitable for all ages and has potential for future growth.

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Consumer Behavior
Group Members:
 Fahad ur Rehman Khan
 Ayesha Anis
 Mujtaba Hasnain
 Muhammad Rizwan Khan
Submitted to:
Sir Ayaz Rafiq

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Table of Contents
Introduction………………………………………………………………………………………3
What’s New……………………………………………………………………………………....3
Consumer Behavior Analysis……………………………………..……………………………...3
Demographics…………………………………………………………………………………….4
Behavioral………………………………………………………………………………………...4
Psychographics……………………………………………………………………………………5
Promotion…………………………………………………………………………………………6
Target Market……………………………………………………………………………………..6
Value Addition……………………………………………………………………………………7
Future of Mehfil-e-Mashroob……………………………………………………………………..8
Conclusion………………………………………………………………………………………...8

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Introduction:
Mehfil-e-Mashroob is an endeavor which is a non-alcoholic concentrated squash. The recipe of
Mehfil-e-Mashroob combines several materials popularly believed to be chilling agents, such as
Lemon flavor, which is used as a remedy for loo, and the hot summer winds of all over Pakistan.
It is sold commercially as a syrup to flavor sherbets, ices, and cold desserts, such as the new
flavor in the SUMMER. Mehfil-e-Mashroob is typically and more popularly consumed by South
Asian Muslims to finish their fasts in the month of Ramadan, but has now seen popularity among
the non-Muslim populous. And we are coming in the product market of syrups drink category
like Rooh Afza and Jam-e-Shirin.
What’s new in Mehfil-e-Mashroob?
Before the preparation of each bottle of Mahfil e mashroob, a scientific and stage-to-stage
research is conducted on all the components.
 The product is differentiated by adding lemon extract in the product. Because, often the
consumers like to have lemon flavor in the form of syrup.
 At every stage the best components are selected for the preparation of this ideal
refreshing drink.
 N energetic, refreshing and effective drink lemon squash.
 Not a single drop of water is used throughout its preparation.
 It is prepared from pure Lemonade ingredients.
 Mahfil e mashroob satisfies thirst and is whole heartedly refreshing in the Summer.
 After drinking Mahfil-e-mashroob, one does not feel heaviness of the stomach.
 Mahfil e mashroob retains its taste, effectiveness and utility in all season.
 Mahfil e mashroob Satisfies thirst and is refreshing. Offering Mahfil e mashroob to
guests is a tradition.
 And Medically it is very healthy to have a drink like Mehfil-e-Mashroob to feel
refreshed.
Consumer Behaviour Analysis for Mehfil-e-Mashroob
Demographic Characteristics:

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AGE:
 13-35 (people who engaged in sports activities and professional athletes)
 20-40 onfield hard working workforce
 8and above students orno field required any
GENDER:
 Male and female both.
INCOME:
 Rs. 10,000and above per household (All households can get abottle ofMehfil-e-Mashroob as it is very
less expensive.)
OCCUPATION:
 Professional athletes, sports men, students, housewives
FAMILY SIZE:
 InPakistan average family size is of about 4-7perhousehold
RELIGION:
 It is suitable with every religion in this world, asit provides the refreshing feel in it.
PsychographicCharacteristics:
 Benefits Sought:
Mehfil –e- Mashroob gives a refreshing taste, free from artificial
flavors and preservatives. The product is healthier than carbonated
drinks and tetra pack juices.
 Values:
The target market of this product follows traditional values and are
family oriented. The consumers of Mehfil- e- Mashroob would
appreciate to try a new touch of differentiation of lemon extract in
the syrup with the same traditional touch of the product.

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 Activities:
The consumers of Mehfil- e- Mashroob would prefer to consume it during the summer,
Ramadan and other festivals such as Eid etc.
 Interests:
Pakistani people are the Shifters because they want new taste in everything, Pakistanis have
given chance to Roof Afza and Jam-e-shireen which provides the same taste for over a century,
and now it’s time to give them according to their intrest.
 Attitudes:
The attitudes of Mehfil-e-Mashroob is basically very easy to
understand that, Ramadan is coming in this heat, so, these
kind of products are usually availed by the house wives so, the
basic attitude of Pakistani people is to avail the new thing as it
comes to market.
 Personality:
People from every social class, every status, and every income
level can avail our product as it is less expensive and easily
available in the consumer markets.
 Preferences:
There has been me-too competition for Mahfil e mashroob
as there are many products like it in the market as they are having virtuous name in the
marketplace as well but they are very much same Mahfil e mashroob in taste colour sizes
and packaging.
Behavioral Characteristics:
 Healthy:
Studies have shown that this could protect against calciumstones in the kidney. Mehfil-e-
Mashroob could help you lose weight, new studies have shown the ways Mehfil-e-Mashroob

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supports your goals. Mehfil-e-Mashroob contains pectin, a soluble fiber that has been shown to
aid in weight-loss struggles.
 Energy Enriched:
Lemon is a wonderful fruit. Mehfil-e-Mashroob is loaded with Vitamin C and had the ability to
turn everything it touches into clean enchanted, but the tart lemon needs a lot of sugar to
chance into sweetened lemonade. Mehfil-e-Mashroob love lemonade and have experimented
with making healthier versions of it.
Marketing Stretegy
Promotion:
As we are in the introductory phase our objective is to create awareness through informative
advertising.
Use of Print media, Radio advertisement, hoardings in major public spot, sample distribution at
mall and TV commercial
Tie up with major cinema halls to promote our product during intervals.
Target Market:
Basically, the target market of our product is very wide as it is penetrating within the all people
belonging from every different classes and social status, so Mehfil-e-Mashroob’s primary target
market would be the housewives and the secondary market would be the joined families or the
families that have a lot of refresh drink consumers.
Promotion strategy:
Actually the promotion is the first step when we are launching a product. But we make its
strategy in last because we want our good image in the mind of our customers. So that they will
buy only our products.
Criteria for promotion:
Our main objective to provide

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 Awareness
 Knowledge
 Liking
 Preference
 Purchasing
Major sources of promotion:
Media Promotion:
• Electronic media
• Print media
• Cable network
• Billboards
Value Addition:
Banners:
An effective way to add customer value towards the Mehfil-e-Mashroob is to display banners
and bill boards all over the city so that consumers are aware of their product and make them feel
proud about their brand.
T.V Commercials:
T.V commercials are very effective and excellent way to promote the Mehfil-e-Mashroob
and also to increase the value of Mehfil-e-Mashroob customers. Its easy way to penetrate the
customers conscious and create a positive image towards a product.
Posters:
Posters are less amounted and easier to display way to penetrate into customers mind and
create a positive view of the brand and also to increase the value a customer holds towards the
product and Colgate Palmolive have worked hard to gain this position.
Free Samplings:
To promote and let the people who have not yet tested the product companies use the
technique called free sampling. And by doing free sampling to make sure that people are aware
of the product and also to get the feedback out of the customers to make sure if there are any lags
in the product.

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Mall activity
One way to have shortest contact with the purchaser is to sponsor through different mall
activity all over the country. This way standing customer and new patron both are easily
targeted.
Future of Mehfil-e-Mashroob
The future of mehfil-e-Mashroob is very beight as this product has giving an idiosyncratic edge
over it’s competitors, and introduction of lemon squash. And in the future corse of action we will
be introducing our new flavlours;
 Lichi
 Pineapple
 Peach
Which will allow us to target even more people, and to discover other segments of Markets
existing in Pakistan.
This will also define the new target markets for Mehfil-e-Mashroob to penetrate into new
segments.
Conclusion
When we remember the numerous characteristics of Mehfil-e-Mashroob fixings, depicted above;
it is straightforward why it has been observed to be an exceptionally appropriate summer drink.
One that can be relied on upon to keep body water in parity. Mehfil-e-Mashroob can keep lastly
conform the body's water funds to be paid to the nearness of electrolytes in adjusted amount.
There has been me-too rivalry for Mehfil-e-Mashroob as there are numerous items like it in the
business sector as they are having great name in the business sector too yet they are particularly
same Mehfil-e-Mashroob in taste shading sizes and bundling. Why we call it solid is on account
of Mehfil-e-Mashroob has been experimentally reported.