Total Marks: 00

Copied Link:

http://vusolutions.blogspot.com/2011/04/mkt501-assignment-no-1-announced.html
Answer:

Benz was a very well-known drink in Pakistan. It was extensively known all over the
Pakistan since the time of its arrival in the Pakistan which was the 80s having the same
popularity like Shezan. Benz was being used by different organization internationally so
it subordinated its investment in the Pakistan and in 90s: Benz started to become paler
due to some issues and stopped its production in Pakistan. Benz is currently not operation
in Pakistan and if Benz wants to re-launch in Pakistan, it may face strong competitors like
Shezan is ruling the Juice Market in Pakistan.

REASON WHY BENZ LOOSED IT MARKET IN PAKISTAN?

Shezan stormed into the market. Advertising was negligible in Pakistan as compared to
its competition. Benz was being used by different organizations it lowered its investment
in Pakistan. Benz stopped production somewhere in the late 90s. Benz failed in Pakistan
due to its poor attention given towards the ad campaign. Even in Pakistan people used the
drink Benz and they really liked it. When Shezan advertised the people were attracted
towards it. Benz bottle is not appealing and the regular one specially looks so thin, it
seems as if it has less drink inside that is why the drink has reached its decline and
rejection now in Pakistan. It is possible for them to rise again through the proper attention
towards the advertising and the outlook of the product. It should be appealing and
beautiful, it should be trendy. That is what it needs and right advertising at the right time
can do a lot, it needs to know the important about how can we market a product in way
that it can give a fashionable and trendy impact on the people.

A NEW MARKETING MIX SHOULD BE APPLIED ON THE BRAND:

1) Product:
Some modification will be done with the shape of the bottle specially the regular because
it seems to be thin and having lower volume compared to Shezan. It will be launched at
least 2 flavors of juice. It has refreshingly great taste even if it is not cold.

2) Price:

Following factors Benz should keep in mind while determining the pricing strategy,

1. Price should be set according to product demand of public.

2. Price should be that which gives company maximum revenue.
3. Price should not be too low or high.
 4. Price must be keeping the view of their target market.
5. Incentive to Retailers will be given in the shape of Deep freezer, Return Tickets,
Free Transportation Services. The best dealer of the year is awarded with the
brand new Suzuki Pickup etc.

3) Place:

We will use push strategy for our product by using various promotional tactics and
through media. Distribution will be divided in zonal basis, which will be 5. We will
directly approach retailer by providing credit facility and bonus in form of incentives. We
will also provide trade allowances to our distribution and retailer to further intensify
usage of push strategy. Other then these some special points are also being looked after
by direct sales vehicles such hotels restaurants, public parks; big and reputed super stores
etc. At Avari, Pearl Continental, Village, directly distributes the product.

4) Promotion:

Comparative parity method will be used in which Benz will be telecasted with the
competition in Shezan which are its direct competitors.
Frequency of Benz will vary from time to time; when the season comes Benz will do
heavy advertisement especially in Ramdan-ul-Mubarik days or Eid occasions etc. A
successful advertisement program can be their most effective means of increasing
consumer awareness, trial and actual product purchase in Pakistan. Top newspapers of
the country like Dawn and Jung will be used to advertise the print ads as well as youth
magazine will also be used to capture the interest of target market. TV commercials will
be used to advertise the brand and the frequency of ads will be greater especially on
youth channels. Radio spots will be used to advertise on those select radio channels.
Billboards will used to advertise on roads and buildings of highly dense areas and gorilla
marketing will be used to directly strike the emotion of the target audience.
Online advertisement will also be used; ads will be published through all famous social
networking websites like facebook, orkut, twitter etc.