Ali Hassan

Introduction
 Amrat Cola is a brand of cola beverage.
It is manufactured by the Pakistan Mineral
Water Bottling Plant Established in 1985,
Pakistan Mineral Water Bottling Plant (Pvt.)
Ltd initially established with the initiative of
introducing Mineral Water drink to the
Pakistani consumer.
In 1989 the company for franchisee for Coke
International, until April 1994 when the company
entered into a joint venture in PepsiCo International,
which they discontinued in 2003. The company
introduced 'Amrat' products into the market in 2003,
in 2005 they established franchises in the cities of
Lahore, and Multan, and were producing 30,000
cases/day.
 History
 In 1989 the company for franchisee for Coke
International, until April 1994 when the company
entered into a joint venture in PepsiCo
International, which they discontinued in 2003.
ABI is a part of the Pakistan Mineral Water Bottling
Plant facility, where Amrat Cola is also produced.
In Karachi, Lahore, Multan and Peshawar.
 Mission
 The Mission statement of the
Amrat Cola is to take ABI to the
culmination of success and glory
unleashing progressive
opportunities making Pakistan
proud of its potential role in
national and international
spheres
 Vision
The vision of Amrat Cola is to
realize their mission to remain
committed to compete on
quality. They have been
successful to provide a quality
choice to the soft drink
consumers
 Founding a Milestone
Amrat Beverages international
is a national establishment,
which aims at producing hi-
tech based quality products so
that our customers could have a
Quality Choice in carbonated
soft drinks
Once a Pioneer Always a
Leader
 Since its inception in 2003 under the
name and style of Amrat Beverages
International (ABI) the company has
been making progress by leaps and
bounds and today ABI was the first
national organization in the
beverage industry of Pakistan,
serving to the millions of quality CSDs
lovers.
Nature of the business of the
company has been the production and
bottling of “Mineral Water” and
Carbonated Soft Drinks in PET Bottles
and Aluminum Cans.
 Nature of business
 Since 1986 the company has been in
the business of producing Ab-e-
Hayat, Pure Natural mineral water and
thus enrolling it as the first national
organization in the beverage
industry. Besides producing mineral
water, the company has been self-
sufficient in manufacturing PET bottles
as well
The company is manufacturing and
filling the PET bottles of 0.5 liter, 1.0 liter,
1.5 liter and 2 liter for soft drink as per
the international standard from the
most sophisticated PET injection and
Blow Molding machines MAGPLASTIC
(SWITZERLAND) based on fully
computerized PLC system.
 Products
The products of Amrat Beverages
are as follows:
 Ab-e-Hayat
 Soft Drinks
 Apna Cola, Amrat Cola
 Amrat Orange
 Amrat Lemon Lime
 Quality Feature of Amrat
 Amrat beverages plants of ISO: 9001:2000
certified and HACCP for the development
and maintenance of hazard free high quality
environmental management system.
 Amrat Beverages contains optimum
balance of all key ingredients with
consistency of composition within defined
permissible limits yielding a fine rounded
taste.
Amrat is the only qualitative Pakistani Cola that
is being marketed throughout Pakistan and
exported.
Amrat is a drink with high quality aesthetic
effect.
Amrat is most strictly controlled CSD from
regulatory perspective.
Amrat meets the health based guide lines and
values of the WHO.
 Franchises
 The names of franchises of ABI
are as follows:
 Head Office, Karachi
 Factory Gadon Hamazai, Sawabi
 Multan Franchise
 Lahore Franchise
M Waleed

Buying Decision Process

 Problem Recognition
 Our research shows that a person’s
internal stimuli like, thirst pushes him or her
to consume Amrat Cola for cultural factors
depending on different festivals. Externally
a person can be influenced by the other
consumption and TV advertisement.
 Information Search
 Most of the time friends and family
members become major information
sources. Obviously TV advertisement,
packaging and past experience
helps people to purchase Amrat
Cola.
 Evaluation of Alternatives
 As urban areas are located very
tactfully by Amrat Cola then it’s easier
to target the general people through
hat-bazaar, tea stalls with little grocery.
In this way Parted beverage Ltd. are
being able to grab the availability
Through the Slogan of the
advertisement called “freedom of
choice” people understand the taste
and flavor
 Purchase Decision
 Unanticipated situational factor
sometimes happens that a buyer of
Coca-Cola may consume Amrat Cola
for different reasons like; a salesperson
may turn him or her off and drive his or
her choice or decision.
In other way, attributes of others like
evaluation of the product may
publish on the newspaper or
magazines and can change a
consumers mind.
 Post purchase Behavior
 After consuming the product Amrat
Cola the customer may become
disappoint to purchase it further or
may not be. They start following
information on those kinds of products
to find out the best for him or her.