New Softdrink Launch in Pakistan

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Semester “Spring 2010”

“Principles of Marketing (MGT301)”

Assignment No. 2 – Product Plan

Introduction:

The higher management of XYZ Limited while assigning the task of new soft drink to the marketing manager, elaborated company’s broader strategy in line with company’s vision. The vision/mission statement of the company reveals that primarily target market of new beverage would be rural population of Pakistan. Company wants to provide a healthy soft drink to rural population at their convenience and affordability. Therefore, the contents of below plan are in line with XYZ vision/mission statement and its higher management guidelines.

|Characteristics |Comments |Reasoning | |Brand Name |‘Desi Kola’ name would be given to new beverage of |Since primary target market is rural population therefore, | | |XYZ Limited using new brand strategy. |this brand name would solve dual purpose, word ‘Desi’ is | | |This brand name would be complimented with rural |close to rural population heart, this word give a sense of | | |flavored packaging and labeling. So that the new |purity & healthiness and word ‘Kola’ gives advantage of | | |beverage becomes a comprehensive & self-explanatory |familiarity that the product is a soft drink beverage. | | |product attracting rural population. |This name is easy to pronounce, which will help in | | |The name is uniquely distinctive. |adaptability for rural population. | | |It is easy to translate in other languages. |This name will give a feeling to consumer that he/she is | | | |going to buy soft drink but a pure and healthy. | | | |In this brand name there is a built-in ownership & | | | |relatedness for rural population which will help winning | | | |their loyalty faster towards the new product. | |Target Market |Rural Population of Pakistan: would be the target |Marketing research showed that there is huge demand of a | | |market. |quality soft drink in villages. | | |This segment of market was targeted after the |Competitors’ original products are not easily available at | | |analysis of data collected through marketing |affordable prices in rural areas. | | |research. The marketing research data was analyzed to|In rural areas duplicate and/or unhealthy products are being | | |know: |sold with label of the market leaders original products. | | |The size of rural market, |Market leaders don’t have focus on this segment of the | | |Potential growth rate |market. | | |Profitability |Potential of growth is high, as buying power of rural | | |Target market size & its fit with company objective |population is increasing. | |...
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