RELAUNCHING OF MECCA COLA IN PAKISTAN

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)

Instructor: Syed Murad Rizvi

 Acknowledgement

I owe our gratitude to Allah Almighty who showered his blessings and kindness which has

stayed with us while working on these pages. With Allah Almighty’s help we are finally able

to compile this document.

We would take this opportunity to thank (Syed Murad Rizvi), our teacher for the course of

Consumer Behavior at the Iqra University Airport Campus for his valuable support and

encouragement which he has offered. His words of wisdom will always be remembered, and I

am convinced that the knowledge of strategic marketing management that he has imparted

would go a long way in making good marketers and helping us all through our professional

careers.

This report cannot be solely attributed to any individual’s effort, but it is indeed the joint

effort of many friends and well-wishers. There were times while preparing this report when

things were tough. It could not have been possible to write it, without the immense help of a

few individuals to whom I would like to offer my gratitude.

So, I would like to thank all my friends and those retailers and wholesalers, that provided

sufficient information needed to complete this report on the Re-launching Strategies of

Mecca-Cola.

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 Executive Summary
The sole purpose of this report is to develop strategies for the re-launching of Mecca-Cola in

Pakistan. When Mecca Cola was launched in Pakistan it suddenly became a reputable brand

due to Islamic association given to it and its fine taste. It is a multinational company, which

operates in various countries. In Pakistan, Mecca Cola proved itself to be one of the leading

soft drink brands.

However due to several reasons Mecca-Cola failed in Pakistan. Some of these reasons

include conspiracy of bigger brands none other than Pepsi and Coca-Cola against the

newborn brand i.e., Mecca-Cola, also some NGOs were forced to start a campaign against the

Islamic name association of Mecca-Cola. In this report, we will discuss the strategies which

we used to re-launch Mecca-Cola and through following these strategies Mecca-Cola can

again become the best brand amongst the Pakistani people. If Mecca-Cola is re-launched in

Pakistan Pepsi and Coca-Cola will be its primary competitors.

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 TABLE OF CONTENTS
Acknowledgement.......................................................................................................................................2
Executive Summary.....................................................................................................................................3
Mission And Vision.....................................................................................................................................5
Vision Statement Of Mecca Cola............................................................................................................5
The Mission Statement Of Mecca Cola...................................................................................................5
Overview And Objectives...........................................................................................................................5
Products And Services.................................................................................................................................6
Products:..................................................................................................................................................6
Services:..................................................................................................................................................6
Market Opportunities...................................................................................................................................7
Deep Knowledge Of Consumers:............................................................................................................7
Accurate Knowledge Market Size:..........................................................................................................7
Connection With The Old Customers:.....................................................................................................7
Sales And Marketing...................................................................................................................................8
Postioning Statement...............................................................................................................................8
Basis Of Differentiation...........................................................................................................................8
Image Differentiation..............................................................................................................................8
Product Pricing........................................................................................................................................9
Branding:...............................................................................................................................................10
Packaging:.............................................................................................................................................10
Labeling:................................................................................................................................................11
Product Attributes:.................................................................................................................................11
Competitive Analysis................................................................................................................................12
Conclusion:................................................................................................................................................13

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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 behaviour.

Overview and Objectives

The objectives of Mecca-Cola:

“To become the top priority of people when it comes to soft drinks.”

 To anticipate the aspiration of consumers and customers and to respond immediately

and creatively and competitively. 

 Fulfill commitment to bring forth exceptional standards of performance and

productivity, to work together effectively in a team, and to a willingness to embrace and

transform new ideas practically and learn continuously.

 To maintain the highest standards of corporate behavior towards employees,

consumers, and the society and our consumers and world to acquire success. 

The major points are as follows:

 Sales growth

 Revenue

 Market positioning 

 Enhance Market shares

 Customer satisfaction

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 Goodwill & reputation

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 Products and Services
Products:

Other products include:

 Azkacola

 Diet mecca cola

 Mecca orange

 Meccca lemon

 Mecca apple

Services:

We will save your dispensary money by identifying and eliminating any compliance issues

(such as proper packaging, proper IDing, budtender to customer ratio, etc.), which in turn

eliminates penalty and code violation fees and ensures repeat customer business and word of

mouth recommendations that you will earn based upon the tested/proven quality of your

products. Not only do we keep compliance/regulations issues in check and ensure quality

control of the product, but we also keep management informed of employee product

knowledge and customer service. All of this equates to more profit for the business. High

Standards has two primary goals: to set the standards for customer service and experience.

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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. 

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Sales and Marketing

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.

“Soft drink for everybody who wants refreshment. Mecca-Cola is the only beverage that

gives the vital taste and refreshment. We are the voice against injustice.”

Mecca Cola has positioned itself as the cola brand of choice for all “Pro-Muslims”, but it has

failed to pick up its grasp market share due to the presence of other “Muslim Colas” and the

extremist nature of its promoting strategies. During the wars, the disruption of systems and

foundation has driven to logistical issues in supply of Mecca Cola. Not at all like Pepsi and

Coke it is not as it were a beverage but is a voice against injustice which is coordinated

towards helping the poor victims. In expansion to this Mecca-Cola is accessible at lower

costs than competitors.

Basis of Differentiation

There are many bases on which a product can be

differentiated but we will be differentiated Mecca-Cola

based on following:

Image Differentiation
The image of Mecca-Cola is associated with Islamic values and it will be an edge for Mecca-

Cola over its competitors in Islamic country like Pakistan because here people prefer Islamic

values, and this will help a lot in differentiating Mecca-Cola. Another plus point is that the

U.S and Jewish lobbies and policies are known to everyone, and this point could also be

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emphasized that boycotting the U.S based beverages and preferring Mecca-Cola is the way to

help the poor Muslims around the globe.

Product Differentiation

Mecca Cola is filled with Muslim symbolism. The difference in it is in the label” Mecca ”the

holy city of Islam second, it announce that some percent of its profit are dedicated to charities

operating in Palestinian territories and some to INGOs in Europe.. Mecca-Cola is globally

available in different variants and it should be launched in Pakistan with all its variants to

attract the large number of buyers.

Product Pricing
Size Amount in Rupees
Jumbo 80
1.5 Liters 65
1 Liter 37
500ml 26
250ml 15
Tin 25

The product itself includes further descriptions.

 Branding

 Packaging

 Labeling

 Product Attributes

Branding:
In the current situation of Palestine and Israel the brand name

Mecca-Cola will quickly make its place in the consumers’ mind

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because it will come back with great slogan and a long gap and consumers’ will recognize. Its

image is loaded with over-idealize, and this is an image many people have taken deeply to

heart.

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.

Mecca-Cola should come up in different packages:

Regular bottle
Tin cane of 330ml
Pet bottle of 500ml
1.5-liter bottle
2.5-liter bottle

The management should make sure that the brand name of Mecca-Cola should be visible in

each type of packaging to emphasize the brand. The packaging is designed with the best color

combinations and designs to attract its targeted customers.

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Labeling:
Labeling plays a vital role in product; it determines the quality of the product. A great deal of

emphasis has been put on labeling. The label of the Mecca-Cola should be made attractive

and eye-catching to attract the customer. It should do by keeping costumers’ thoughts and

feelings in mind. Like, for mecca cola logo should claims Muslims concerns and the label

should contain the slogan behind the product that is to help and protect the innocent Muslims.

Product Attributes:
Ingredients should be used after a careful research about the preference of the consumers.

The ingredients in the Mecca-Cola ought to contain all the components that are basic for a

refreshing and classy drink like:

 Energy

 Healthy

 Protein

 Caffeine

 Carbohydrates

 Sugar, etc.

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Competitive Analysis

Porter’s five forces are competitive rivalry within the industry, the threat of new entrants,

bargaining power of the suppliers and that of customers as well as the threat of substitute

products (Porter, 2008). Notably, Mecca Cola suffers from the competition posed by other

“Muslim Colas” such as Zam Zam Cola, Evoca, Qibla Cola, Star Cola, among others.

This has increased the competition within the industry and new entrants such as Mecca Cola

have borne the brunt of reduced sales and now face product failure in countries such as Iran.

Though Coca-Cola and Pepsi Cola have a small market share in Arab of 2-5%, their threat

still looms large. The two companies have the potential to mount aggressive campaigns, clear

their name, and push Mecca into more troubles.

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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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