GROUP MEMBERS:

AYESHA KHAN (20161-21221)

ALVEENA KHURSHEED (20171-22731)
ABEER IMRAN (20171-22386)
FABEEHA FAROOQ (20171-22379)
SHAMS-UR-REHMAN (20171-22322)
 INTRODUCTION

Pakola is a line of flavored soft drinks, originally introduced in Pakistan in 1950 by

Haji Ali Muhammad. It is produced by Mehran Bottlers (Pvt) Ltd and Gul Bottlers (Pvt) Ltd . It is the
first nationally branded soft drink of Pakistan. Hence its name Pakola short for Pakistan Cola meaning
'Cola of Pakistan

Pakola being one of its kind was the first carbonated drink in pakistan, and the only locally produced
carbonated drink that was exported as well. It was considered as the national Pakistani drink depicting
patriotism and affection through its color, flavor and unique taste. The green drink used to unite people
based on their different ethnicities, cultural values and norms
THE BASIC PROBLEM

The major setback Pakola is now facing is lack of relevance, the lost patriotic brand image associated, a
sense of nostalgia, a sense of belonging and a sense of community. All of this should now be revamped
through Pakola’s new advertisements and media channels.

Pakola being one of the oldest brands of the market should be easily recognizable and have a strong brand
awareness, but unfortunately, now it is losing the market shares from a huge number of audiences

Pakola as the product needs to define again the patriotic feel through symbolism, its emotional strategy of
Pakistan’s iconic history, being the first the iconic drink of Pakistan after its independence
 COMMUNICATION STRATEGY

We are using the following strategy for our ad communications:

Affective Strategy as it focuses on the consumer through emotional appeal. The brand name ‘Pakola’ itself is
special. Its unique green color brings out the true patriot in us. Thinking of a green colored drink only makes one
recall Pakola. Also, Pakola’s patriotic messaging mixed with its locally derived flavor provided Pakistanis with the
identity they could identify themselves with, despite their diversity and differences.
 
Pakola is related to the nation as it was launched on first Independence, aligning the brand idea with the idea of
Pakistan.

The objective is to persuade the target audience to switch from direct competitors such as Coca Cola & Pepsi to
Pakola which is Pakistan’s national drink. Pakola is always linked with the tag line ‘hara hara Pakola’ which
makes it easier for the target audience to relate it to Pakistan.
 
 3. TARGET AUDIENCE & INSIGHT

DEMOGRAPHIC GEOGRAPHIC

AGE Primary target: 15-30 COUNTRY Pakistan

Secondary target: 30+
GENDER Males and Females
CITIES All major cities of Pakistan
INCOME 15000 and above per month
OCCUPATION Students and people
belonging to any occupation LANGUAGE Urdu, Sindhi, Punjabi, Balochi
SOCIAL CLASS Primary target: B, B+, C, C+
Secondary Target: A, A+
SEASON Spring and Summers
TARGET AUDIENCE & INSIGHT

PSYCHOGRAPHICS BEHAVIORAL FACTORS

PERSONALIT Emotional & Patriotic USAGE Medium and heavy users
Y LOYALTY Users can switch to other
INTEREST People who like to celebrate brands if they are available.
occasions and like to spend time
with friends and family BENEFIT Sweet and unique ice-
SOUGHT cream flavor of carbonated
LIFESTYLE • Dependent (who are still living drink
with their families)
BUYERS Buyers are aware of the
• Pre-family (have their own READINESS product.
households but not their own STAGE
children

• Family (married with at least

one dependent child)
WHAT DO WE WANT THEM TO THINK:

› The idea that we want to deliver is linked with the concept of “National Drink”

› Pakola drink captures the essence of nation and brings the sense of nostalgia, community and
belonging.

› We want our customers to always associate PAKOLA with PAKISTAN

4. COMPETITIVE ANALYSIS
› DIRECT COMPETITORS
1. PEPSI:
› Pepsi is a carbonated drink created by PepsiCo.
› Launched in Pakistan in 1979.
› In late 90s Pepsi held 80% share of Pakistan’s carbonated beverage market.
› Currently it holds 65% share of Pakistan’s carbonated soft drinks market.
› Leading cola Brand of Pakistan
› Pepsi is a mass marketed product and uses un-differentiated marketing strategy.
› POSITIONING: Young, vibrant and passionate brand.
› Advertising: Associated with cricket and Pepsi battle of the band
› Advertising campaigns: “lighting up lives” & “choice of every generation”
2. COCA-COLA

› Coca-Cola is created by “The Coca-Cola Company”

› Coca‑Cola came to Pakistan in 1953.
› It is operating under the license of The Coca ‑Cola Export Corporation, Pakistan Branch (TCCEC-PB).
› Currently in holds 35% market share of Pakistani beverage industry.
› Coca Cola represents optimism, fun and happiness celebrated in daily lives
› All of its advertising revolve around this message
› Associated with Coke Studio
› Advertising campaigns: “Karachi is love” & “share a coke”
INDIRECT COMPETITORS
› JUICES: These are generally considered more healthy and refreshing as compared to the carbonated drinks.
Many children as well as the adult market tend to prefer packet juices. Strong brands in this market are:

› INSTANT POWDER DRINK MIX:

ENERGY DRINKS:

› They have a similar target audience as of the carbonated drinks market. They tend to focus on the tweens,
teenagers and young adults. This is a rapidly growing market in Pakistan with the introduction of many strong
brands. The dominant player in this market are:

› FLAVORED DRINK SYRUPS:

BRAND POSITIONING
Pakola positioned itself more than just a beverage when it was launched in 1950. With it’s name, a shortened version of Pakistani cola and its green colour and logo is
similar to the flag of pakistan. It was packed and symbol as indigenous cultural symbol unlike other none commoditised drinks like nimbu pani and lassi Pakola was
uniquely Pakistani drink.
BRAND ESSENCE
The major selling idea and the brand essence of Pakola is that
it is a national drink that is made in Pakistan, by Pakistani’s
and hence a drink that is connected with patriotism

IMPORTANT FEATURES
Pakola unlike all the other carbonated drinks can be used in combination
with other elements to form a new unique taste drink.
People in pakistan use pakola to make milk shakes and they also use it in
combination with Rooh afza. The beauty of pakola is that it can be placed
anywhere with any other drink to form a new unique drink.
KEY BENEFITS
The key benefits of Pakola is that it has a huge variety of unique flavors.
Another benefit is that it’s pakistan first owned drink also made in pakistan.
It's a brand for young, energetic and patriotic consumers.

UNIQUE SELLING PROPOSITION

Pakola has two specific selling propositions
It’s a brand made in pakistan for Pakistani people that’s why there is a lot of attachment between consumers and pakola drink.
Pakola has unique flavours and ability to diverge into a new drink when use in combination with milk, soda, rooh afza etc.
BRAND PERSONALITY
Pakola has young energetic and patriotic brand personality which can be observed in their musical advertisements.
With emotional stability, it has made the image of being a unique drink still it can produce new unique drinks.

 
REASONS TO BELIEVE
Pakola has created an emotional attachment with its consumers by telling audience that it’s a pakistani drink which is present in pakistan since 1950s.
ADVERTISING STRATEGY
› The main idea is to present Pakola as a national drink of Pakistan

› our ad is based on the strategy to remind youth that Pakola used

to be the nation’s favorite drink but with the passage of time this
young generation has lost the essence of pakola
ADVERTISING STRATEGY
• Advertising Appeals
› Advertisement would stimulate interest and influence feelings through the feelings of
› Patriotism and fun

• Advertising Execution Format

› This advertisement is subjected for a special patriotic moment. Why ?
› On the day of 14th august, we the people of Pakistan are beyond patriotism
ADVERTISING STRATEGY
• Budget allocation

› The new budget to be allocated for the re-launch of Pakola would be Rs. 50million.
› Television 30%
› Radio 15%
› Print Media 10%
› Outdoor 20%
› Internet 25%
ADVERTISING STRATEGY
• Justification
› The main objective of the advertising strategy is to make Pakola popular once again in the
mind of the consumer and this time, it must be embedded in the consumer mind that
consumer will never forget to decay the essence of the pakola drink again

› Why television?
› Why Radio?
› Why print media?
› Why Outdoor?
› Why the internet?
CREATIVE STRATEGY – Concept:
Campaign Theme/Big Idea:

Pakola helps unite Pakistanis and reignites the love for their
country because:

“Pakola is the drink of Pakistan”

CREATIVE STRATEGY – Execution:
Execution:
› Our campaign uses an emotional appeal with a relatable storyline
depicting Independence Day and the bond between grandchildren
and grandparents.
CREATIVE STRATEGY – Execution:
Message Approach:
› The ad uses a simple approach by using a storytelling format
with scenes of the present intermingling with flashbacks of an era
gone by.
Message Format:
› We will be using an open ended format where we won’t directly
ask customers to buy Pakola but our ad will include enough
visuals and emotional connections to get the message across.
› Our main motive will be to revive old traditions.
CREATIVE STRATEGY – Execution:
Message Objective:
› Our campaign for Pakola will use the affective strategy since we
want to bring the brand to the forefront of attention for a young
segment of buyers.
› The brand is currently failing to have significance in the eyes of
young consumers due to powerful competition in the market.
› This campaign will help remedy that as we aim to connect to
customers with the message of patriotism.
CREATIVE STRATEGY – Execution:
Promise:
› Pakola is a refreshing and sweet drink that every heart craves.
› The green colored beverage is made even more popular with easy
availability and unique flavors that encourage a fun and energetic
mood.
CREATIVE STRATEGY – Execution:
Advertising Appeals:
› Emotional appeal: The memory of drinking Pakola during social
gatherings
› Music: The patriotic music we used to listen to during 14th August
› Brand Appeal: Pakola as a brand is related to Pakistan, therefore we
can play on the brand appeal at the time of 14th August too.
› Bandwagon: it’s an easy-to-follow message that will appeal to anyone
who is patriotic
› Youth: The ad depicts young adults reviving old traditions
CREATIVE STRATEGY – Execution:
Heart Strategy:
› The campaign will make use of the heart strategy to incorporate
soft selling techniques and a dramatic retelling of the history of a
national holiday to create a connection between Pakola and
Pakistanis of all ages.
CREATIVE STRATEGY – Execution:
Freud’s Implications:
› Perception
› Subliminal cues in the form of flashbacks
› Geographic targeting
› Patriotic colors
› Gratifying id – Food shots
› Familiar music
CREATIVE STRATEGY – Evaluation
Evaluation of the Campaign:
› After 4 months of running the advertisement on air, radio, and
print advertisements in various newspapers and magazines, we’ll
evaluate the effectiveness of the campaign in achieving the
advertising objectives.
› Surveys
› Panel discussions
› Local reviews
MEDIA IMPERITIVES
PAID MEDIA OWNED MEDIA EARNED MEDIA
Online media: Google ads Websites Reposts
Instagram ads Blogs Reviews
Mobile Newsletters Shares
Facebook ads Social media Mentions
Paid influencer channels Brand Advocacy
Blog coverage

Offline media: TV ads

Print ads
Sponsorships
PRINT ADS: