RELAUNCHING OF MECCA COLA IN

PAKISTAN

Course: CONSUMER BEHAVIOUR

Instructor: Syed Murad Rizvi

Group Members
Anas Ahmed (10299)
Muhammad Abrar (10361)
Tariq Meraj Baig (10800)
Syeda Alisha Javed (10202)
Samiya Sana (10126)
Muhammad Mubashir khan (10363)
Syed Waqas (10216)
Shayan Ahmed (10220)
 Acknowledgement

In your honor, I thank Allah Almighty who showed his blessings and kindness, which stayed
with us throughout the process of compiling this document. With Allah Almighty's help, this
document could finally be completed.

(Syed Murad Rizvi) is our teacher for the Consumer Behavior course at Iqra University
Airport Campus, and we wish to thank him for all the valuable assistance and encouragement
that he has given us. We will always cherish the words of wisdom he imparted, and I am
confident that the knowledge he used to teach us about strategic marketing management
would help us all as marketers and advance our careers.

It was not possible to prepare this report without the immense assistance of a few individuals,
to whom I wish to express my gratitude. There were times while preparing this report by
which things became difficult.

In conclusion, I would like to thank all my friends, retailers, and wholesalers who provided
me with enough information to complete the report on the Re-launching Strategies of Mecca-
Cola.

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 Executive Summary
As well, Mecca Cola has established itself to be one of the leading soft drink brands of
Pakistan following its launch in 1997. In Pakistan, Mecca Cola has quickly built up a good
reputation due to its Islamic association and fine taste. This multinational company operates
in many countries.

A combination of factors led to Mecca-Cola's demise in Pakistan, some of which included a

conspiracy between Pepsi and Coca-Cola, as well as the pressure from some NGOs to start a
campaign against the Islamic name association for Mecca-Cola. By following these
strategies, Mecca-Cola can again become the best brand among the Pakistani people. We will
discuss our strategies to relaunch Mecca-Cola in this report. Mecca-Cola will face
competition from Pepsi and Coca-Cola if it is reintroduced in Pakistan.

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 TABLE OF CONTENTS
Acknowledgement......................................................................................................................1
Executive Summary...................................................................................................................2
Mission and Vision....................................................................................................................4
The vision statement of Mecca Cola.................................................................................4
The mission statement of Mecca Cola...............................................................................4
Overview and Objectives...........................................................................................................4
 The objectives of Mecca-Cola:........................................................................................4
Products and Services................................................................................................................4
 Products:...........................................................................................................................4
 Services:...........................................................................................................................5
Market Opportunities.................................................................................................................5
 Deep knowledge of consumers:............................................................................................5
 Accurate knowledge market size:.........................................................................................5
 Connection with the old customers:.....................................................................................5
 Positioning Statement...........................................................................................................6
 Basis of Differentiation.........................................................................................................6
 Image Differentiation............................................................................................................6
 Product Pricing.....................................................................................................................7
 Branding:..............................................................................................................................7
 Packaging:.............................................................................................................................8
 Labeling:...............................................................................................................................8
 Product Attributes:................................................................................................................8
Competitive Analysis............................................................................................................…9
Conclusion:................................................................................................................................9

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Mission and Vision
 The vision statement of Mecca Cola
To bring the best taste with energy to every individual consuming Mecca Cola.

 The mission statement of Mecca Cola

To enhance great taste while being a healthy, energetic drink at the same time leading the
way for socially conscious behavior.

Overview and Objectives

The objectives of Mecca-Cola:
“To become the top priority of people when it comes to soft drinks.”
 Responding immediately and creatively and competitively to consumer and customer
aspirations.
 The commitment is to deliver exceptional performance and productivity, to
collaboratively encourage and transform new ideas into action, and to continuously learn
and improve.
 Ensure that corporate behavior towards employees, consumers, and society is top
notch so we can benefit society and our consumers.
There are four main factors to consider: 

 Gain market share 

 Increase sales. 
 Revenue 
 Customer satisfaction 
 Improving goodwill and reputation
Products and Services
 Products:
Other products include:
 Azkacola
 Diet mecca cola
 Mecca orange·        
 Mecca lemon·        
 Mecca apple

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 Services:
By preventing compliance issues like poor packaging, improper identification, and the ratio
of budtenders to customers, we will help save your dispensary money, ensuring repeat
business and word-of-mouth recommendations after a trial or two. The company ensures that
compliance and regulation issues are being handled properly as well as quality control, while
also keeping management informed about employee product knowledge and customer
service. This company's primary goal is to improve customer experience and customer
service to create more profits for the business.

 Market Opportunities
There are allots of opportunities for re-launching and some are following:

 Deep knowledge of consumers: 

Knowledge about customer psychographics is important for marketing and marketing

activity.

 Accurate knowledge market size:

Right, and correct information is important for the success of launching our new brand mecca
Cola All, so you use previous data for re-launching a new product it ensures the success of
new product many of the big companies purchase data for marketing and success of
marketing depends open is strong and verified strong data, so you have a large amount of
data you are doing marketing very easily I love it.

 Connection with the old customers:

Satisfied customers are the key to success, so your old customer plays an important role in
the success of the new product. Feedback from the customer side in any marketing technique
and marketing activity feedback is an important tool and it plays an important role in the
success of marketing if you are a good marketer, so you collect feedback and regular check
and make a proper system for the feedback mecca cola has already had feedback from the
previous customer, so it plays a vital role. 

 Sales and Marketing

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 Positioning Statement
Positioning of a brand is a key process that includes promoting the brand in a certain way to
make and establish an image or personality inside the minds of the buyers within the target
market.

“The only soft drink that gives both a vital taste and refreshment is Mecca-Cola. We are
the voice of the oppressed."

The presence of other Muslims' beverages and extreme marketing strategies have caused
Mecca Cola to fail to gain market share, which is due to its opposition to other Muslim
beverages. During the wars, the disruptions of infrastructure have led to logistical difficulties
in the supply of Mecca Cola. Mecca-Cola does not operate in the same way as Pepsi or Coke,
it is like a voice against injustice, which is coordinated toward helping the poor, and in
addition, it can be obtained at a lower price.

 Basis of Differentiation

Many factors can be used to differentiate a product, but

here are the ones we will use:

Differentiation of images

In Islamic countries such as Pakistan, Mecca-Cola's image of Islam will be an advantage over
its competitors because here people value Islamic values and this will help create brand
differentiation for Mecca-Cola. It is also a plus that everyone knows about the U.S. and
Jewish lobbies and policies, and this can also be emphasized and proved that boycotting U.S.-
produced beverages and substituting Mecca-Cola can help the poor Muslims around the
world.

 Product Differentiation

Mecca is the holy city to the Muslims, and the label on the package includes Muslim
symbolism. Some of the company's profits are also donated to Palestinian charities and non-
profit organizations.

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Product Pricing

Size Amount in Rupees

Jumbo 80
1.5 Liters 65
1 Liter 37
500ml 26
250ml 15
Tin 25

Its own description provides further details.

 Branding
 Packaging
 Labeling
 Attributes of Product

 Branding:

You will succeed in grabbing the attention of consumers because of its great slogan and the
long gap in time. Many people have taken to heart its over-idealized image, and this image
has given rise to deep attachments among them.

 Packaging:

Packaging plays a vital role in product; it determines the

quality of the product. A great deal of emphasis has been put
on Packaging. The pack contains the information of
ingredients being used in it, plus its weight in terms of
grams has been stated on different sizes that premier serves
to the market.
There should be different packages for Mecca-Cola:

Regular bottle
Tin cane of 330ml
Pet bottle of 500ml

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 1.5-liter bottle
2.5-liter bottle

In order to reinforce the brand, the management should ensure the brand name of Mecca-Cola
appears on each type of packaging. Color combinations and packaging designs are carefully
selected to attract its target customers.

 Labeling:

The label of the Mecca-Cola should be made attractive and eye-catching to attract the
customer. It should do by keeping customers’ thoughts and feelings in mind. When designing
the logo for MECCA cola, the slogan should express the message that the product is intended
to help and protect Muslims.

Product Attributes:

Consumer preferences should be researched before selecting ingredients. For a refreshing and
classy drink, Mecca-Cola must contain all the ingredients that are essential, such as:
 Sugar
 Protein
 Healthful
 Energy
 Carbohydrates
 Caffeine

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 Competitive Analysis

Despite their modest share of only 2-5%, Coke and Pepsi Cola remain a large threat in Arab.
It is possible for these companies to launch aggressive marketing campaigns in order to clear
their names and increase Mecca's problems. Aside from mecca Cola being one of the most
established Muslim brands, it faces competition from new entrants such as Evoca, Qibla
Cola, and Star Cola. The product is being rejected in countries such as Iran as a result, and
the company's sales have slipped.

 Conclusion:
Image building exercise needs to be carried out where there would be repositioning of the
image that is not Muslim-oriented but meant for all the nations in the world. It should also
overcome the mindset of the population that the company is supporting terrorism by
supporting certain campaigns which promote integration amongst the people in the world.
As Mecca Cola has already been preferred by the people for its taste and quality, so it should
expand globally to increase its sales volume and profits. The best strategic alternative for the
company to enter foreign countries is through collaboration. The company should get into
collaborative association with a local company and expand its operations. The concentrate
should be imported by the country and then it is diluted and formed into a soft drink.
Company should negotiate with Americans and Europeans that certain quotas should be
given to them to sell the drinks in the market in the initial stage. If the quality and taste are
liked by the customers and there are no violations by Mecca Cola Company, then full-fledged
selling rights to be given to them to expand their business globally.

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