 LAUNCHED IN FRANCE, IN NOVEMBER 2002, BY TAWFIK

MATHLOUTHI

 THE COMPANY IS CURRENTLY BASED IN DUBAI IN THE UNITED

ARAB EMIRATES

 MEANS OF AIDING PALESTINIANS BY TAPPING INTO DEMAND

FOR ALTERNATIVE PRODUCTS IN EUROPEAN COUNTRIES. HE

HAD BEEN INSPIRED BY A POPULAR IRANIAN SOFT DRINK,

ZAM
 MECCA-COLA IS NOW SOLD IN SOME PARTS OF THE ARAB

WORLD AS WELL AS IN CERTAIN REGIONS OF EUROPE, U.S.A,

ASIA & OTHER REGIONS ASWELL

 THE COMPANY ALSO SELLS A RANGE OF FRUIT-FLAVORED

SOFT DRINKS UNDER THE MECCA-COLA NAME

 THE COMPANY WAS THE SPONSOR OF — AND MECCA-COLA

THE OFFICIAL DRINK OF — THE OCTOBER 2003 SUMMIT OF

THE ORGANIZATION OF THE ISLAMIC CONFERENCE (OIC),

HELD IN MALAYSIA
 PART OF ITS CORPORATE PHILOSOPHY IS ITS PLEDGE TO DONATE 10% OF

ITS PROFITS TO FUND HUMANITARIAN PROJECTS (SUCH AS SCHOOLS) IN

THE PALESTINIAN TERRITORIES

 ANOTHER 10% TO CHARITIES IN THE COUNTRIES IN WHICH

THE DRINK IS SOLD.

 PEACEFUL PROTEST AGAINST U.S PRODUCTS AND POLICIES.

 IN BIRMINGHAM POST 01-07-2003, TAWFIK MATHLOUTHI SAID:

“THIS IS NOT JUST A BEVERAGE; THIS IS ABOUT BOYCOTTING

 THE SOFT DRINKS SET TO BECOME WORLD'S LEADING BEVERAGE
SECTOR

 GLOBAL CONSUMPTION OF SOFT DRINKS IS RISING BY 5% A YEAR.

 THE SOFT DRINKS MARKET IN PAKISTAN ENJOYS DYNAMIC

GROWTH IN BOTH VOLUME AND VALUE TERMS

 MULTINATIONAL COMPANIES HAVE MAINTAINED STANDARDS

OVER THE YEARS TO PROVIDE THE NATION WITH HIGH-QUALITY
DRINKS

 PEPSI IS THE MOST POPULAR AND LEADER BRAND IN THE

PAKISTANI MARKET

 COCA-COLA IS THE SECOND FAVORITE SOFT DRINK AFTER PEPSI

 BOTH THESE GIANT COMPANIES HAVE BEEN RULING SINCE LONG

TIME ON THE SOFT DRINK MARKET
THE MARKET CAN BE CATEGORIZED AS UNDER ACCORDING TO THE
MAJOR PLAYERS:

LEADER CHALLENGER FOLLOWERS NICHER

 Mountain Dew  Amrit-Cola

Pepsi Coca-Cola  7-up  Etc.
 Sprite
 Mirinda
 Bubble-up
Almost 70 % Almost 20%
 PEPSICO
 

 PEPSI INTERNATIONAL IS A WORLD RENOWNED BRAND

 OPERATES ALMOST ALL OVER THE WORLD

 PEPSI IS A SYMBOL OF HYGIENE, QUALITY AND SERVICE, ALL

OVER THE WORLD

 PEPSI IS PRODUCING COLA FOR MORE THAN 100 YEARS AND IT

HAS DOMINATED THE WORLD MARKET FOR A LONG TIME.

 PEPSICO
 THE MARKET IN PAKISTAN IS DOMINATED BY PEPSI

 IN 1971, FIRST PLANT OF PEPSI WAS CONSTRUCTED IN MULTAN,

AND FROM THEIR AFTER PEPSI IS GOING HIGHER AND HIGHER

 COMPARED WITH OTHER COLA IN THE MARKET, IT IS A BIT

SWEETER AND IS CONSUMED BY ALL AGE GROUPS

 GREATEST RIVAL IS COCA COLA

 PEPSI WITH ITS AGGRESSIVE MARKETING PLANNING AND QUICK

DIVERSIFICATION IN CREATING AND PROMOTING NEW IDEAS
AND PRODUCT PACKAGING, IS SUCCESSFULLY MAINTAINING ITS
NO.1 POSITION IN PAKISTAN
 PEPSICO
 PEPSI IS OPERATING IN PAKISTAN, THROUGH ITS 12 BOTTLERS ALL
OVER PAKISTAN

 THESE BOTTLERS PRODUCE, DISTRIBUTE AND HELP IN

PROMOTING THE BRAND

 PEPSI ALSO LAUNCHED ITS FAST FOOD CHAIN KFC I.E.

"KENTUCKY FRIED CHICKEN.”

 PEPSI COLA, MIRINDA, TEEM, 7UP, MOUNTAIN DEW, DIET 7UP, DIET
PEPSI, LAYS, KURKURE, AQUAFINA, PEPSI TWIST AND TROPICANA
JUICES
 　 STRENGTHS WEAKNESSES

 COMPANY HAS A VERY ESTABLISHED NAME AND PEPSI OFFERS VERYL LITTLE
A GOOD REPUTATION. INCENTIVE OR DISCOUNT TO ITS
RETAILERS.
 PEPSI HAS LARGE MARKET SHARE THAN ITS
COMPETITORS. PEPSI TARGET ONLY YOUNG
CUSTOMERS IN THEIR
 MOST OF THE CUSTOMERS ARE SATISFIED WITH
PROMOTIONS.
THE PRICE OF THE PEPSI.
CROWN OF THE DISPOSABLE
 PEPSI IS AN INTERNATIONAL COMPANY AND IT
BOTTLE IS NOT GOOD.
HAS A VERY STRONG POSITION
INTERNATIONALLY. DEMAND OF DISPOSAL BOTTLE
IS DECLINING.
 PEPSI HAS A VERY VAST DISTRIBUTION CHANNEL
AND IT IS EASILY AVAILABLE EVERYWHERE. PEPSI TIN PACK IS NOT
AVAILABLE IN FAR OFF RURAL
 EMPLOYEES ARE ALSO MOTIVATED.
AREAS.
 THE LOCATION OF THE PEPSI PLANT IS UTILIZED
THAT ALL MAJOR MARKETS OF LAHORE ARE
WITHIN THE REACH OF THE PEPSI PLANT WITHIN
 OPPORTUNITIES THREATS

 COMPANY MAY START ENTERING RURAL  THE MAIN COMPETITOR OF THE

AREAS ALSO. COMPANY IS THE COCA COLA.

 THE COMPANY MAY ALSO DIVERSIFY ITS  AT THE INTERNATIONAL LEVEL, PEPSI
BUSINESS IN SOME OTHER POTENTIAL HAS A VERY STRONG COMPETITION
BUSINESS. WITH COKE.

 INCREASED INTEREST OF PEOPLE IN  COKE HAS STARTED ITS

MUSICAL GROUPS, CULTURAL SHOWS ADVERTISEMENTS MORE EFFECTIVELY
AND SPORTS HAS PROVIDED AN TO INCREASE THEIR DEMAND AND IT IS
OPPORTUNITY FOR PEPSI TO INCREASE A VERY STRONG THREAT FOR PEPSI.
ITS SALES THROUGH THEM
 COLA DRINKS ARE NOT GOOD FOR THE
HEALTH SO THE AWARENESS LEVEL OF
THE PEOPLE IS INCREASING WHICH IS A
BIG THREAT TO THE COMPANY.
 “TO BECOME THE FIRST PRIORITY OF PEOPLE WHEN IT COMES TO SOFT
DRINKS”

 TO ANTICIPATE THE ASPIRATION OF CONSUMERS AND CUSTOMERS

AND TO RESPOND CREATIVELY AND COMPETITIVELY

 TOTAL COMMITMENT TO EXCEPTIONAL STANDARDS OF PERFORMANCE

AND PRODUCTIVITY, TO WORKING TOGETHER EFFECTIVELY AND TO A

WILLINGNESS TO EMBRACE NEW IDEAS AND LEARN CONTINUOUSLY

 TO MAINTAIN HIGHEST STANDARDS OF CORPORATE BEHAVIOR

TOWARDS EMPLOYEES, CONSUMERS AND THE SOCIETIES AND WORLD

TO ACQUIRE SUCCESS
THE MAJOR POINTS ARE AS FOLLOWS:

SALES GROWTH

REVENUE GROWTH

MARKET POSITIONING

ENHANCE MARKET SHARES

CUSTOMER SATISFACTION

GOODWILL & REPUTATION

 DEMOGRAPHIC FACTORS
AGE
The requirements of different age groups
are different. Mecca-Cola is available in
different variants but its primary target
will be people that belongs to age group of
15-40.
POPULATION DISTRIBUTION
In Pakistan almost 35 % population resides
in urban areas and 65% population lives in
rural areas. Mecca-Cola should focus on
both rural and urban areas. People in
urban areas are likely to be convinced by
the brand name and philosophy.
ECONOMIC FACTORS
INCOME AND INCOME PER CAPITA
If the income per capita increases the
consumption increases. In Pakistan the
economic conditions are worst these days
and it will be challenge for Mecca-Cola to
compete in such conditions.
CONSUMPTION BEHAVIOR
Pakistan is a consumption oriented society
and people spends heavily on food items.
Hence Mecca-Cola could gain a good
market share in this society.
 POLITICAL AND LEGAL FACTORS SOCIAL AND CULTURAL FACTORS

POLITICAL STABILITY RELIGION

Whenever the government is considered The brand name of Mecca-Cola is

to be stable, the business will flourish. If associated with the religious values of
there is political stability in the country Muslims and it is likely to boost the sales if
the policies and strategies made by properly promoted.
Mecca-Cola can consistently be
implemented.

LAW & ORDER

Unfortunately law & order situation in

Pakistan is not in favor of business
environment and it would be a challenge
to run the business in such conditions.
 STRENGTHS
 INSPIRING BRAND NAME IN THE
PAKISTANI ENVIRONMENT
 PRODUCT QUALITY IS COMPETITIVE
AND MUCH BETTER THAN THE PAST
 LOW PRICE AS COMPARED TO
COMPETITORS
 HEAVY PROMOTIONAL BUDGETS ON
TEASERS, AWARENESS AND
PERSUASION
 HIGHLY AVAILABLE IN RURAL AREAS
AND URBAN AREAS
NUMBER OF VARIANTS
WEAKNESES
 BRAND NAME REPRESENTING THE
ISLAMIC VALUES ONLY WHICH COULD
NOT BE EFFECTIVE IN ATTRACTING
NON-MUSLIMS.
 FEWER PLANTS THAN COMPETITORS IN
THE START
 AS A NEW COMER MECCA-COLA IS YET
TO DEVELOP MUTUALLY BENEFICIAL
RELATIONSHIPS WITH SUPPLIERS AND
DISTRIBUTORS
 OPPORTUNITIES
 DEVELOPED MARKET OF CSD IN
PAKISTAN
 HIGH EXPECTATION OF GAINING LARGE
MARKET SHARE DUE TO ISLAMIC
REPUBLIC
 CHARITY CAUSE MAY ATTRACT LARGE
NUMBER OF CUSTOMERS
 COMPETITORS ARE NOT ADDRESSING
RURAL AREAS AGGRESSIVELY AND
PEOPLE OF RURAL AREAS CAN BE MORE ITS
EFFECTIVELY FASCINATED DUE TO
CHARITY PURPOSE AND ISLAMIC
VALUES
THREATS
RECESSION CAN BE A MAJOR FACTOR
THAT CAN ADVERSELY AFFECT THE
CUSTOMER BASE
 UNPLEASANT LAW AND ORDER
SITUATION IN PAKISTAN
 MISUSE OF BRAND NAME IS SO
OBVIOUS IN PAKISTAN
 CONSPIRACIES AND CAMPAIGNS
AGAINST BRAND NAME MAY AFFECT
REPUTATION
 POSITIONING

POSITIONING STATEMENT

 “A SOFT DRINK FOR EVERYONE WHO DESIRES REFRESHMENT. MECCA-COLA

IS THE ONLY BEVERAGE THAT OFFERS THE PARAMOUNT TASTE AND
REFRESHMENT. WE ARE THE VOICE AGAINST INJUSTICE”
 POSITIONING

 A SOFT DRINK FOR EVERYONE WHO DESIRES REFRESHMENT. MECCA-

COLA ISTHE ONLY BEVERAGE THAT OFFERS THE PARAMOUNT TASTE

AND REFRESHMENT. WE ARE THE VOICE AGAINST INJUSTICE

 MECCA-COLA IS A SOFT DRINK WHICH COMPLEMENTS RICH TASTE AND

PARAMOUNT REFRESHMENT AVAILABLE IN DIFFERENT FLAVORS

 POSITIONING
 UNLIKE PEPSI AND COKE (BOTH OF THEM ACCOMPANYING THE U.S

POLICIES AGAINST THE MUSLIMS BY PROVIDING FUNDS IN TERMS OF

HEAVY TAXES), MECCA-COLA IS NOT ONLY A BEVERAGE BUT IS A VOICE

AGAINST INJUSTICE WHICH IS DIRECTED TOWARDS HELPING THE POOR

VICTIMS OF U.S POLICIES WHICH IS REFLECTED BY THE FACT THAT ITS

10% REVENUES ARE AIDED TO THE POOR DESTRUCTED PALESTINIANS AND

10% REVENUES GIVEN AS THE CHARITY PURPOSE OF PAKISTANI NEEDED

COMMUNITY.
 IN ADDITION TO THIS MECCA-COLA IS AVAILABLE AT LOWER

PRICES THAN COMPETITORS

 PRODUCT DIFFERENTIATION

 QUALITY

 TASTE

 VARIANTS

IMAGE DIFFERENTIATION
BRAND NAME IS ASSOCIAATED WITH ISLAMIC VALUES WHICH WILL
BE
AN EDGE

 BOYCOTTING THE U.S BASED BEVERAGES AND PREFERRING

MECCA-COLA IS THE WAY TO HELP THE POOR MUSLIMS AROUND

 PRODUCT REVIEW

Quantity Price in Rupees

Jumbo 80
1.5 Liters 65
1 Liter 37
500ml 26
250ml 15
Tin 25
 PRODUCT ATTRIBUTES
Ω ENERGY

Ω SODIUM

Ω CARBOHYDRATES

Ω SUGAR

Ω PROTEIN

Ω CAFFEINE

Ω OTHERS

ALL ELEMENTS SHOULD BE USED AFTER A CAREFUL

RESEARCH ABOUT THE PREFERENCE OF THE CONSUMERS.
 BRANDING

 THE BRAND NAME MECCA-COLA WILL TAKE ITS TIME TO MAKE

ITS PLACE IN THE CONSUMERS’ MIND

 CONSUMERS’ WILL RECOGNIZE IT DEPENDING ON THE

PROMOTIONAL STRATEGIES OF THE MECCA-COLA

 PACKAGING

 REGULAR BOTTLE

 TIN CANE OF 330ML

 PET BOTTLE OF 500ML

 1.5 LITER BOTTLE

 2.5 LITER BOTTLE

 THE BRAND NAME OF MECCA-COLA SHOULD BE VISIBLE IN EACH

TYPE OF PACKAGING

 COLORS SHOULD BE CHOSEN KEEPING IN MIND THE REFRESHMENT,

TASTE AND QUALITY OF THE PRODUCT

 LABELING

 NAME & QUANTITY OF INGREDIENTS

 QUANTITY OF THE DRINK

 THE LABEL OF THE MECCA-COLA SHOULD BE ATTRACTIVE

HAVING WRITTEN THE MECCA-COLA IN THE MIDDLE OF THE

BOTTLES AND TINS

 THE LABEL SHOULD CONTAIN THE SLOGAN OR BASIC IDEA

BEHIND THE PRODUCT THAT IS TO HELP AND PROTECT THE

INNOCENT MUSLIMS i.e. “VOICE AGAINST INJUSTICE”

 PRICING IS AN IMPORTANT STRATEGIC ISSUE BECAUSE IT IS

RELATED TO PRODUCT POSITIONING

 PRICING AFFECTS OTHER MARKETING MIX ELEMENTS SUCH AS

PRODUCT FEATURES, CHANNEL DECISIONS, AND PROMOTION

 TO MAXIMIZE THE MARKET SHARE

 TO MEET THIS OBJECTIVE, PRICE PENETRATION STRATEGY

SHOULD BE EMPLOYED

 PRICE SHOULD NOT BE TOO LOW THAN THE PRICE WHICH THE

COMPETITORS ARE CHARGING OTHERWISE THE BRANDWOULD

BE ASSOCIATED WITH THE LOWER MIDDLE CLASS ONLY

 PRICES SHOULD BE A LITTLE LOWER THAN THE COMPETITORS

WHICH MEAN THAT SACRIFICING A LITTLE PROFIT FOR THE SAKE

 PEPSI
SIZE JUMBO 1.5 Liters 1 Liter 500 ml Regular TIN

PRICE 85 70 40 30 16 29

COCA-COLA
SIZE JUMBO 1.5 Liters 1 Liter 500 ml Regular TIN

PRICE 85 70 40 30 16 29

MECCA-COLA
SIZE JUMBO 1.5 Liters 1 Liter 500 ml Regular TIN

PRICE 80 65 37 26 15 25
 EFFICIENT AND SUFFICIENT CHANNELS OF DISTRIBUTIONS

 DISTRIBUTORS ARE THE INSTITUTION THROUGH WHICH

AVAILABILITY OF PRODUCTS IS POSSIBLE

 TO CREATE AND MAINTAIN LASTING AND MUTUALLY BENEFICIAL

RELATIONSHIPS WITH DISTRIBUTORS

 TO MAKE THE PRODUCT AVAILABLE TO CUSTOMER AT ANT TIME

& ANY WHERE BASIS

 MECCA-COLA SHOULD SET ITS PRODUCTION UNITS IN MAJOR

AREAS OF PAKISTAN LIKE LAHORE, SUKKUR, KARACHI, MULTAN,

FAISALABAD, QUETTA, PESHAWER, HYDERABAD, SAHIWAL ETC

 THIS WOULD NOT ONLY CUT THE TRANSPORTATION COST BUT

ALSO JUST IN TIME DELIVERY TO THE WHOLESALERS AND

RETAILERS
 MECCA-COLA SHOULD USE THE BOTH CHANNELS i.e. INDIRECT

AND DIRECT DISTRIBUTION CHANNELS TO MAKE SURE THE

FEASIBLE AVAILABILITY OF THE PRODUCT

 MANAGEMENT SHOULD MAKE SURE THAT THE RELATIONSHIPS

WITH BOTTLERS & OTHER PARTNERS ARE MUTUALLY BENEFICIAL

 1. INDIRECT DISTRIBUTION

 CONVENTIONAL MARKETING CHANNEL

PRODUCTION
PLANT

WHOLESALER

RETAILER

CONSUMER
 2. DIRECT DISTRIBUTION

 THE LESS THE CHANNEL MEMBERS THE LESS WILL BE THE COST

AND VICE VERSA

 TO CUT THE COST THE MANAGEMENT SHOULD IMPLEMENT

DIRECT DISTRIBUTION TO RETAILERS WHERE THERE IS POSSIBLE

AND FEASIBLE
SPECIAL POINTS

 HOTELS, RESTAURANTS, PUBLIC PARKS, BIG AND REPUTED SUPER

STORES

 FOR EXAMPLE; AVARI PLAZA, PEARL CONTINENTAL, VILLAGE,

MARRIOT, METRO, MACRO ETC

 PRODUCTION PLANT

REGIONAL SALES
DISTRIBUTOR
COMMON
DISTRIBUTORS

WHOLESALERS

RETAILERS

RETAILERS

FINAL CONSUMER

MACRO OUTLETS
 BOTH ATL AND BTL ACTIVITIES SHOULD BE USED

 THE BLEND OF THESE ACTIVITIES IS IMPORTANT TO COMMUNICATE

THE BRAND AND MESSAGE TO THE TARGET MARKET

 TVCS
 HEAVY PROMOTIONAL BUDGET

 THE MOST IMPORTANT SLOTS OF THE MOST VIEWED CHANNELS

LIKE GEO TV, ARY, EXPRESS ETC SHOULD BE BOOKED AND THE

ENTERTAINMENTS PROGRAMS LIKE DRAMAS, MUSICAL SHOWS

ETC SHOULD ALSO BE TARGETED IN ORDER TO COMMUNICATE

THE MESSAGE

 TVCS WILL BE LAUNCHED IN 3 DIFFERENT PHASES

 PHASE-1
TEASERS
 IN THE FIRST PHASE TEASER WILL BE LAUNCHED TO CREATE

CURIOSITY AMONG THE PEOPLE

 THE TEASER WILL BE RUN FOR AROUND 5 TO 6 MONTHS ON

VARIOUS CHANNELS AND BILLBOARDS WILL ALSO BE USED FOR THIS

PURPOSE

 FOR EXAMPLE: “ARAHA HAY TAAZGI KA EHSAS PHIR AAP KAY

PASS” WITH THE ISLAMIC BACKGROUND THEME MUSIC

 ALTHOUGH IT WILL COST HIGH BUT ADVERTISING BUDGET CAN NOT BE

TAKEN
 PHASE-2
AWARENESS

 AWARENESS REGARDING THE BRAND AND PREVIOUS MISCONCEPTIONS

(CREATED BY RIVALS AND OTHER FORCES) WILL BE CORRECTED

 THERE IS NOTHING WRONG IN SELLING THE BRAND NAME MECCA-COLA

AND THEY CAN CONSULT WITH THE ULEMA AND MUFTIYAN-E-KARAM TO

SUPPORT THEIR VISION

 A HUGE POPULATION OF THE PAKISTANI PEOPLE IS LIKELY TO CONVINCE

AFTER SUCH TYPE OF AWARENESS CREATING PROMOTION BECAUSE

THESE
 PHASE-2
AWARENESS

 IN ADDITION THERE WILL BE THE PROMOTIONAL ADS REGARDING

THE

MISSION AND VISION OF THE BRAND I.E. TO BEAT THE PRIMARY

COMPETITORS

 THE CENTRAL POINT OF THIS SECTION OF PHASE 2 WILL BE THAT THE

10% OF THE REVENUES GOES TO PALESTINIAN PEOPLE AND 10% GOES

TO THE NEEDY PEOPLE OF PAKISTAN

 PHASE-3
FULL FLEDGED PROMOTION

 IN THIS PHASE PROMOTIONAL ADS WILL BE LAUNCHED TO

PERSUADE THE TARGET COSTOMERS

 DIFFERENT AMBASSADORS RELATED TO DIFFERENT

PROFESSIONS WILL BE HIRED AND SHOWN IN THE ADS

 SOME ADS WILL BE DESIGNED IN SUCH A WAY THAT WILL APPEAL

THE ENTIRE PAKISTANI NATION LIKE CREATING THE JINGLE OF

“APNA COLA HAY MECCA-COLA” AND “TAAZGI KA EHSAAS MECCA-

COLA KAY SATH” AND “ZINDAGI KAY RANG MECCA-COLA KAY

 NEWSPAPERS AND MAGAZINES

 THERE SHOULD BE THE NEWSPAPER ADVERTISING CAMPAIGN FOR

CREATING THE BRAND AWARENESS IN THE INTRODUCTORY PHASE

 IT SHOULD ALSO CONTAIN THE FACTOR OF BRAND ASSOCIATION

WITH THE ISLAMIC VALUES AND HELPING PALESTINIANS BY GIVING

10% REVENUE TO THEM

 THE ASSOCIATION OF OTHER BRANDS LIKE PEPSI AND COCA-COLA

WITH WAR AGAINST MUSLIMS SHOULD BE EMPHASIZED IN HIDDEN

WORDS TO CREATE A FAVORABLE ENVIRONMENT FOR THE MECCA-

COLA
 BILLBOARDS

 THE MAIN PURPOSE IS TO GRASP THE ATTENTION OF THE LARGE

POPULATION IN SHAPE OF INDIVIDUALS AND FAMILIES BY

FAMILIARIZING THEM WITH THE BRAND

 IT WILL HELP TO BECOME ON THE TOP OF MINDS BECAUSE WHEN

PEOPLE GO ON THE SIMILAR ROUTES TIME AND AGAIN THEY

WILL BECOME FAMILIAR WITH THE BRAND AND THE MESSAGE

 SALES PROMOTION

 TO HELP IN BOOSTING THE SALES OF A PRODUCT

 THIS CAN BE DONE THROUGH AN ADVERTISING CAMPAIGN, PUBLIC

RELATION ACTIVITIES, A FREE SAMPLING CAMPAIGN, A FREE GIFT

CAMPAIGN, A TRADING STAMPS CAMPAIGN, THROUGH

DEMONSTRATIONS AND EXHIBITIONS, THROUGH PRIZE GIVING

COMPETITIONS, THROUGH TEMPORARY PRICE CUTS, AND THROUGH

DOOR-TO-DOOR SALES, TELEMARKETING, PERSONAL SALES LETTERS,

AND EMAILS
 SALES PROMOTION

 IN THE BEGINNING PHASE MECCA-COLA SHOULD USE FREE SAMPLING

CAMPAIGN, PRIZE COMPETITIONS IN SCHOOLS, COLLEGES AND

UNIVERSITIES WITH REWARDING MECCA-COLA SHIRTS AS PRIZE. IT

WILL ACT AS ONE OF THE MOST EFFECTIVE PROMOTION TOOL