Professional Documents
Culture Documents
Service Marketing
Section: (D)
Pakola
Brand introduction:
Pakola range of soft drink brand owned by Mehran Bottlers. Product launches on 14 th august
1950. Pakola ice cream soda, pakola orange, pakola lychee, pakola raspberry, pakola fresh lime
and pakola vino. People under age 10 to 35 use this product. The only Pakistani drink which is
exported to many countries incliding USA and UK.
Brand Essence: A truly Pakistani drink.
Reason why product has flopped:
Brand persona:
Trustworthy, unique, young.
Marketing Problems:
Currently the share is only 3% of the total carbonated drinks market.
Low sales due to
Pakola is a new product in the market so they had some Distribution issues while distributing the
products in the retailers. Pakola did the exclusive selling agreement. They set a low promotion
budgets because of this people were not enough aware from the pakola product.
Brand Problems
Research
10 informal interviews
Respondents aged between 18-24
All of them were aware of the brand
8 of them like it taste
Only two of them considered as an option when buying carbonated drinks
Competitor’s positioning
Inability of pakola to relate with youth of Pakistan
Brand problems 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”
Marketing objectives:
Our objective is to increase the product relevance to the youth of Pakistan. Build a strong
emotional connect to the youth. Our objective is to include the Pakola in the considerations set of
the consumers. Our budget is PKR 30 Million.
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”