Mecca Cola Business Proposal
Propsed Title: Mecca Cola
Mecca Cola needs an an advertising campaign to boost its sales and gain a larger market share in Europe and the Middle East.
Objectives:
1. To find out if we have the potential to grow in the European and Middle Eastren markets.
Since the market is dominated by oligopolies such as Pepsi Cola and Coca Cola which are American brands that don 't get any sympathy from the Arab and Muslim world which is our target audience.
2. To find out about the impact of our advertising campaign on our sales revenues.
So we wouldn 't over spend our budget and lose too much in our advertising campaign while generating small revenues.
3. To increase consumer awareness about our product.
To create more awareness of our product since all previous studies have shown that customers usually choose a product when they remember its name from an advertisment.
4. To in crease the market share of Mecca Cola in Europe and the Middle East.
Our market share is very small in the region even though it has the potential to grow into the biggest softdrink in the Middle East.
The problem statement:
Mecca Cola is a relatively new to the soft drink market and lacks the experience and economies of scale of the competition such as Coca-cola and Pepsi-Cola. Mecca Cola doesn 't have an established name in the markets it is working in. Especially that it needs large amount of capital to invest in advertising in order to match that of the competition, which is already established and has one of the most expensive brand names world wide. Mecca Cola needs to evaluate how much it can take from its competition and how long it can survive if the competition becomes aggressive.
The literature Survey:
Article 1: summary of "The Suburbs were only the beginning"
The Article mentions that a survey was taken of about a 100 individuals from different parts of the world mainly Pakistan, U.A.E., France, Malaysia and Senegal all have awareness of the
Mecca Cola needs an an advertising campaign to boost its sales and gain a larger market share in Europe and the Middle East.
Objectives:
1. To find out if we have the potential to grow in the European and Middle Eastren markets.
Since the market is dominated by oligopolies such as Pepsi Cola and Coca Cola which are American brands that don 't get any sympathy from the Arab and Muslim world which is our target audience.
2. To find out about the impact of our advertising campaign on our sales revenues.
So we wouldn 't over spend our budget and lose too much in our advertising campaign while generating small revenues.
3. To increase consumer awareness about our product.
To create more awareness of our product since all previous studies have shown that customers usually choose a product when they remember its name from an advertisment.
4. To in crease the market share of Mecca Cola in Europe and the Middle East.
Our market share is very small in the region even though it has the potential to grow into the biggest softdrink in the Middle East.
The problem statement:
Mecca Cola is a relatively new to the soft drink market and lacks the experience and economies of scale of the competition such as Coca-cola and Pepsi-Cola. Mecca Cola doesn 't have an established name in the markets it is working in. Especially that it needs large amount of capital to invest in advertising in order to match that of the competition, which is already established and has one of the most expensive brand names world wide. Mecca Cola needs to evaluate how much it can take from its competition and how long it can survive if the competition becomes aggressive.
The literature Survey:
Article 1: summary of "The Suburbs were only the beginning"
The Article mentions that a survey was taken of about a 100 individuals from different parts of the world mainly Pakistan, U.A.E., France, Malaysia and Senegal all have awareness of the
Bibliography: http://www.mecca-cola.com/en/presskit.php http://www.mecca-cola.com/en/press_releases2/1.php