Slush

Slush or a slushie is a flavored frozen drink. Slush is a mixture of flavored sugar syrup, carbon dioxide (chemical
formula CO2), and water that is frozen by a custom machine creating a drink comprising a fine slush of suspended
ice crystals, with liquid. The final ice crystal concentration changes from 10% to 50%. It depends on a type of
beverage and a trade mark of each company producing FCB. Some common FCBs are the Slurpee, the ICEE, and the
Froster and also known as Fizzy Slush Machines

Marketing Mix

PRODUCT: Slush is a popular drink in Pakistan. Slush is comprised of sugar, carbonated flavor, and some Chemicals.
It is different for different flavors and solidity. It is then put in the Machine. It is served as a cold drink,. Slush is
different from other drinks in Pakistan because it is a icy cola, as opposed to the semi-cold form that other drinks
have. Slush is packed in the glasses and enjoyed in hot season. Slush takes 15-20 mints to get ready . This Drink is
made with different flavors. The main types of this drink are:

• Pineapple • Mango • Orange

For the quality standards the organization tested the quality of products and the purity of their ingredients through
various free and independent laboratories at an international level.

PRICING: Slush is a specialty product of the region and having a good and well recognized brand name for this they
are charging a premium price for their product. They have a good quality image associated with their product that
enables them to charge high from there market to have a good profit margin and as well they are pioneer of this
branded Slush market in Multan and Pakistan. They Charge Rs.25 for each glass.

PLACEMENT/DISTRIBUTION: Slush Company is not using a exclusive distribution strategy. It is only available at the Ali
haider CNG station.

PROMOTION: The Company is consumer benefit focused. They do not use the conventional media for their
advertisement (Television, newspaper, Billboards and etc). They use the other promotional tools like. Sign boards
which are placed on their CNG station.

Situational Analysis

DEMAND & DEMAND TRENDS: Slush is for people ranging from 3yrs to onward. They have a vast range of age market,
so they are targeting all. Slush is available in summer season. Slush is available in hygienic packing with 1 size that
fulfills the need of different size of family.

SOCIAL FACTORS: People of Multan like drinks. Moreover the people are getting more and more conscious about the quality.
So for the quality assurance people are giving preference to brands. So their quality standards are attracting more and more to
have a branded product.

CULTURAL FACTORS: Slush is available all over in Pakistan. People like to enjoy this drink with their friends and relatives that is
a symbol of love.

BUSINESS CONDITIONS: The business condition is good for Beverage industry so they do not have to worry about this because
Drinks are the part of high energy drink in Pakistan.

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Laws and Regulation: As the Government of Pakistan has different rules and regulations for the different industries so, in the
food industry government apply the laws for their labor wage rates, employee securities. Employee benefit implementation of
the taxes and the FDA rules for the proper quality assurance of delivered food to the people.

SWOT Analysis

Strengths:

 Icy Cola
 Low Prices
 Flavors
 Seasonal drink
 Quality

Weakness:

 Lack of Promotion
 Only 1 size is available
 Limited Flavors

Opportunity:

Extend business to other parts of Multan. And also to introduce new flavors in market.

Threats:

Many Doctors don’t allow this drink because of its ice chilled.

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