New Softdrink Launch in Pakistan
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 |
|
“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 |
|