1. Muhammad Salman Khalid
Maryam Hamid
Mustafa Bhutto
Muhammad Usama Siddiqui
Waleed Ashfaq
Haroon Siddiqui

2. Brand Introduction
•Pakola range of soft drink brands owned by
Mehran Bottlers
•Product launched on 14th August 1950
•Pakola Ice cream Soda, Pakola
Orange, Pakola Lychee, Pakola
Raspberry, Pakola Fresh Lime and Pakola
Vino

3. Brand Introduction
• Current users include consumers from SEC
A, B and C
• Aged 10-35
• The only Pakistani drink which is exported to
many countries including USA and UK

4. • Brand Essence:
A truly Pakistani drink
• Brand Persona:
Patriotic, Unique, Young

5. Marketing Problems
• Currently the share is only 3% of the total
carbonated drinks market
• Low sales due to
– Distribution Issues
– Exclusive selling agreements
– Low promotion budgets

6. Brand Problems
• Research
– 10 informal interviews
– Respondents aged between 18-24
– All of them were aware of the brand
– 8 of them liked its taste
– Only two of them considered as an option when
buying carbonated drinks

7. Brand Problems
• Research
– Competitor’s positioning
– Inability of Pakola to relate with youth of Pakistan

8. Brand Problem revealed by research
“Pakola is no longer in the consideration set of
young consumers as it has lost its relevance to
the young segment of the consumers”

9. Brand Idea Framework

10. Who are we talking to?
• Pakistani males and females aged 16-24
years old, belonging to SEC A.
• They consume carbonated drinks as a
snack and not only as a drink with a meal.
• These youngsters are
energetic, determined, and want to bring
change in the country.
• Somewhere inside, these youngsters are
patriotic, but thanks to the prevailing
conditions, they are at a loss of reasons to
be proud of Pakistan.

11. Who do we want to beat?
Coke
• Nearly 35% market share
• Relies on ATL and BTL
• Strong distribution network with 70000 customer/retail
outlets
• Fighting back with Music (Coke studio)
• Different product lines (Fanta, Sprite, Diet coke)
• Coke represents Youth and energy
• Coke is an ‘US’ brand

12. Pepsi
• Market leader with 60% share
• Started operations in 1959
• ‘individuality’ and ‘ME’ as its strong values
• Relies on ATL and BTL
• Targets Youth as a whole
• Associated with Cricket
• Product line includes 7 up, Mirinda, Diet
Pepsi

13. • Secondary Competitors:
• Juices
• Water

14. How do we plan to beat them?
• No other established brand of Ice Cream
soda has:
• Pakistani Origins
• Strong roots in the national heritage

15. Marketing Objectives
• Increase the product relevance to the youth of
Pakistan
• Build a strong emotional connect to the youth.
• Include Pakola in the consideration set of the
consumers
• Budget: PKR 30 Million

16. The Insight
“The Pakistani youth, though patriotic
inside, are not proud of the country
anymore, but they are still looking for reasons
to be proud of their country.”

17. The Big Idea
“Pakistan is our identity, and we should be
proud of it.”

18. Celebrate your Identity
• Slogan: Celebrate your Identity
• No TVC
• Viral Video
• Print Ads
• Billboards
• Online Campaign

19. Viral Video

21. Print Advertisement

22. BTL Activity
• Set up a stall outside a store such as Metro or Makro, where a
huge white sheet will be put up. “We celebrate our Identity”
will be written in outlined block letters.
• Passersby will be invited to dip their hand (or even thumb) in
green paint and put their mark on the sheet so as to fill up the
block letters. For this they’ll be given a free Pakola badge
saying “I celebrate my identity.”
• After the block letters are full of green hand prints, this cloth
will be put up as the new Pakola billboard, signifying
thousands of people marking Pakistan as theirs.

23. Discover the green
• Facebook Competition
• Display Picture with Pakola and a Pakistani flag
at Pakistani tourist spots
• Prize given on likes and the uniqueness of the
place

24. Thank you!