Pakola is a Pakistani soft drink brand launched in 1950 that is currently only available in some areas and holds 3% market share. Research found that while young Pakistani consumers aged 16-24 are generally aware of Pakola, they no longer regularly consider it when purchasing carbonated drinks. The document proposes a marketing campaign to increase Pakola's relevance among youth and make it a consideration by appealing to their patriotism. The campaign's big idea is "Pakistan is our identity, and we should be proud of it" and will include a viral video, print ads, billboards, and online content celebrating Pakistani youths' identity.

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!