1. The document summarizes information about Mehran Bottlers Pvt. Ltd., the manufacturer of Pakola soft drinks in Pakistan. 2. It describes the company's mission, vision, flavors offered, markets reached globally, and challenges in providing high quality products with low budgets and poor marketing. 3. The summary recommends that Mehran Bottlers improve their marketing budget to better promote Pakola through TV ads and celebrate their role in promoting Pakistani identity worldwide.

1. 5/12/2015 PAKOLA
POM REPORT
Group Members:
1. Komal Arif (7882)
2. Uroosa Khalid (8703)
3. Syed Anas Abdali (8960)
4. Noman Muhammad Taj (8934)
5. Romana Fayaz (7680)
6. Samiya Nawaz (9183)

2. 1 | P a g e
PAKOLA
(MEHRAN BOTTLERS PVT. LTD.)
Introduction of Mehran Bottlers Pvt. Ltd.:
Mehranbottlers(private)limited thefirstandtheoldestmanufacturer,distributorand
exporterofcarbonatedbeveragesinPakistan.ThecompanyisbasedinKarachi,thecommercial
hubofPakistan.ItproducesthelargestsellingNationalsoftdrink(pakola).
Mission& Vision Statement:
MissionStatement:
Thecompanymissionistoprovideitsconsumerallovertheglobewithpremium
qualitybeverageswithavastvarietythatguaranteesconsumersatisfactionanalsoprovide
opportunitiesforgrowthtoitsemployeesandthecommunitiesinwhichtheyoperate.
Vision Statement:
Pakolahasandwillfulfill itspromisetoprovideinternationalqualitybeveragesmade
with thefinestingredients toitsconsumersandcomeuptotheirexpectationsatallcosts.
The Brand Introduction:
Pakolaisaline offruitflavoredsoftdrinks,originallyintroducedinPakistanin1950by
HajiAli Muhammad.ItisproducedbyMehranBottlers(Pvt)Ltd.Itisthefirstnationally
brandedsoftdrinkofPakistan.HenceitsnamePakolameaning'ColaofPakistan.Pakolaisone
ofthemostpopularbrandsinPakistan.Thebrandwascreatedon14thAugust,1950.Asperour
slogan,“DILBOLA….Pakola”,webelievethatPakolaistheheartbeatofthenationandwith
itsamazing tasteholdsthepotentialtoridethetastebudsoftheconsumersathomeandabroad.
Althoughthegreendrink“PakolaIceCreamSoda”isaynonymswiththenamePakola,but
that’snotall,PakolagivessensationbybottlingotherfruityflavorsnamelyPakolaOrange,
PakolaLychee,PakolaRaspberry,PakolaFreshLimeandPakolaVino.

3. 2 | P a g e
Flavors of Pakola:
ThecompanyofPakolaproducedifferentflaoursofcolddrinkwhichincludePakola
orange,pakolarasberry,pakolablueberry,pakolalychee,freshlime,vimto,applesidra,bubble
up,doublecolaandvital(mineralwater)
Painting The Globe Green:
PakolaisPakistan'snationaldrinkbutitsmightisspreadalloverglobe.It’stheonly
Pakistanisoftdrinkwhichisavailable inNorthAmerica,Africa,Europe,FarEast,India,
AfghanistanandMiddleEast.
PakolaFlavoredMilk:
Pakolaflavoredmilk isactuallynotaproductofpakolaitismanufacturebyPepsiandit
isdonewithoutofanycontractbetweenthesetwocompaniesastheyhaveagoodrelationso
Pakolahasnoproblemwithit.
Value Chain:
Production:
Mehranbottleristhe1stbottlingplantisSouthAsia.Whichhasbeencertifiedto
integratedmanagement systembasedon(ISO9001:2000),(ISO14001:1996)and(RVA
HACCP)standardPakolaqualityandfoodsafetysystemfollowstheFDAGMPrequirements
andcodex.PakolaproductsaremanufacturedunderstrictCGMPandHygienecontrols.
MehranbottlersoperateoneofthemostmoderncanfillingplantsinPakistanwitha
filling capacityof200cansperminute.Theplantisfullycomputerizedandconformstothe
highestinternational qualitystandards.Apartfromtheabove,MehranBottlersalsooperatea
bottlefilling plantwithacapacityof240bottlesperminute.Theplantcanfillbothglassandpet
bottlesofvarioussizes.
Inadditiontothis,toretaintheconsumerwithpoormarketingplansandadvertisements.

4. 3 | P a g e
BackwardIntegration:
MehranBottlershavebackwardintegration,whichmeansthat,theyareproducingtheir
finalproductbytheirownrawmaterials andfromtheirownproductionplants.
Organizational Culture:
Pakolafollowstraditionalcultureinorganizationbyimplementing thelaws,ruleand
regulationsthatareenforcedbythegovernment.Theygiveinitial salarytotheirlaborwhichis
12000/-,whichisenforcedbythegovernment.
Organization Structure:
Finance
CEO
Sales and
marketing
Q.A
Quality Maintenance
MechanicLab Electric
Production
Export Local
Distribution Sales
Accounts Cash
Procurement
Procurement
Manager
General
store
Purchases

5. 4 | P a g e
Departmentalization:
MehranBottlersPvt.Ltd.havetwotypesofdepartmentalization.
1. Functionalization
2. GeographicalDepartmentalization
Functionalization:
Therearemainly fourdepartmentsofMehranBottlersPvt.Ltd.onthebasisoffunctions,which
areasunder:
 Finance
 Procurement
 Sales&Marketing
 Quality Assurance
Geographical Departmentalizat ion:
MehranBottlersPvt.Ltd.havefourmanufacturingplantsinthreedifferentcitiesonthebasisof
geographicaldepartmentalization,whichareasunder:
 Karachi
 Islamabad
 Sukkur
Management Levels:
Aswecanseeintheirhierarchy,MehranBottlersPvt.Ltd. arethekindoforganization
following centralizationandhavingtallstructure.
Planning and Strategic Levels:
InthedecisionprocessofMehranBottlersPvt.Ltd,theplanningaredonebythetop
managementandarefurthercarriedbythemiddlemanagement, becauseitisancentralized
organization.

6. 5 | P a g e
Strategic Response on Environmental
Change:
 StrivingTowardsUniqueness
 MakingEffortToIncreasingMarketingBudgets
 EstablishingGoodRelationWithInternationalCompetitors
 OutsourcingDistribution
Management Functions:
Planning:
Inthis organization,theinitial phaseplanningstartsfromthetopmanagement.Inthis
phasethetopmanagementisstrivingtowardsmaximizing theirprofitability, mainly dueto
expandingtheirbudgetofmarketingcampaign.
ForExample:
Thewill belaunchingtheirproductinthemonthofRamadan,becausetheproductholdsthe
basicwantsofRamdanandMuharram.
Organizing:
Inthis stage,thecompanyisdealingwiththetopmanagementaswellasthemiddle
managementtoenhancetheirlaunched/upcomingproduct.Inthisphase,topandmiddle
managementcombinestogetherandimplementtheirplanning strategies.
Forexample:
Thepersonwehavevisited,theprocurementmanager,hewasdealingwiththemiddle
managementtoenhancetheirupcomingproduct.
Leading:
Inthis phase,allthemiddlemanagersofdifferentdepartmentsworkstogetherinasingle
leadershipinordertoachievethedesiredstrategicgoal,whichhelpusthestaffandlower
managementtoworktogetherbysharingthedifferentideasandperspectives.
Forexample:
Theprocurementmanagerwasconsultingthemiddlemanagersandwasleadingtheir
upcomingproduct.

7. 6 | P a g e
Controlling:
Theprocessofcontrollinginthis organizationis mainly the processofmanufacturingthe
product.
Forexample:
 Making ofbottles.
 Quality control.
 Manufacturingandstickingoflabels.
 Packingofbottles.
SWOT Analysis:
Strengths:
 55yearsestablishedpresence
 Extremely brandloyalcustomers
 Automatedbottlingplant
 Online orderbookingsystem
 PublicPerceptiononofbeinganinnovator
 UniqueFlavors
Weaknesses:
 Weakdistributionsetup
 Ineffectivemarketing
 Centralized decisionmakingprocess
 Lackofprofessionalemployees
Opportunities:
 High growthrateoffoodindustry
 NoonehasintroducedtheseflavorsbeforePakola
Threats:
 Competitor’shighbudgets
 Strongmarketingstrategies
 Advertisements&campaigns

8. 7 | P a g e
Challenges Faced By Mehran Bottlers Pvt.
Ltd.:
Thefollowingmentionedarethechallengesfacedbythecompany,
 ToprovideHighqualityproductinaverylowbudget
 Toretaintheconsumerwithpoormarketingplansandadvertisements.
Recommendation
Accordingtoourpointofyouweanalysisthattheyshouldimproveandincreasetheirbudget
whichcanhelpthemin marketingstrategiesbypromotingtheirproductthroughTVCstogive
toughcompetitiontoothercompaniesofcolddrinks.
Celebrate your identity
AspakolaisthefirstandtheonlybrandwhichpromotePakistaninabigtimenotonlyin
Pakistanbutallaroundtheworldsoit’sourresponsibilitythatweshouldsupporttheminorder
tomotivatethemintheirworkofpatriotism