Marketing Management

Presented By: Mirza Bilal Asad BaigOwvais ShahShahzaib KhanShoaib UsmanRaza Ali AlviLaraib Rajput

Introduction

• Citricana is a limca based drink that is refreshing, healthy and hygienic.

• The drink does not contain any artificial colouring or additives and aims to rehydrate in extremely humid and hot subtropical climates where the human body tends to lose a lot of salt due to precipitation.

Mission Statement• To be the premier marketer and supplier of beverages while seeking to

produce financial rewards to investors along with opportunities for growth and enrichment to employees, business partners and the communities in which they operate while striving for honesty, fairness and integrity in everything they do.

• At the same time ensure consumers are rehydrated, feel refreshed, and stay active while providing hygienically made beverages for their consumption. With all natural ingredients, Citricana is able to produce nourishing beverages in which flavour is not diminished.

• The main aim is to gratify customers by dispensing superior-quality, healthy, as well as enticing beverages that help support an active lifestyle. Using the best choices that nature has to offer and the best technology in the market today, Citricana will achieve this mission by building long-term relationships with the people who can make it become a reality.

Vision Statement

• To be the leading Beverage Company in the sub tropical and tropical regions, providing our customers with high quality products and services with added value at competitive prices, simultaneously ensuring the long term viability and profitability of the organization.

Background

• Industry Analysis – PEST Analysis

• Market Analysis – SWOT Analysis

• Competitor Analysis – Porter’s Five Forces Model

SWOT AnalysisSTRENGTH

NO artificial ingredients. Only pure fruit juice Full energetic drink. Excellent branding and advertising Vitamin C, Vitamin B, Sodium and Potassium

included in drink. Suitable for all age people. Hygienic Strong Distribution

WEAKNESS Aerated drink not popular among people who

don’t like sweet & sour taste. Not popular among diabetic patients.

OPPORTUNITY Introduce more flavor Advertise more Buy out competition More Brand recognition Introduce in 500ml bottle

THREATS Threats from other aerated drinks competitors

like Minute maid. Threats from substitutes like fruit juices

Marketing Strategy

Target Market• Upper uppers, Lower uppers, Upper middles

of all ages who belong to SEC A and SEC B and live an active, fit and healthy lifestyle with regular physical activities as the core target audience.

Branding Elements

Branding Elements

Name Logo Packagin

g

Tone Ambassa

dor CharacterSlogan

Jingle

Social Media

CSRURL

Marketing MixProduct: Carbonated Water, Sugar, Acidity Regulators (330, 331), Citrus,

contains no artificial color or flavour and sodium for health benefits.

Price: Rs.49 for 235 ml bottle

Place: Based on indirect distribution system with distributers and retailers lining up to purchase the product in massive numbers. The Citricana drink

follows an intensive distribution strategy.

Packaging: Transparent plastic bottle with cap and labeling displaying the logo and health and nutritional guides.

Promotion: Regional based pull strategy tied up with cross selling opportunities using ATL, BTL, Integrated Marketing, Activations and Pester

Power along with Pull Marketing strategy.

People: Corporate training and brand training will be conducted semi annually and mandatory to attend.

Positioning: Healthy, rrefreshing, active, hygienic drink that rehydrates on the go.

Processes: Globally standardized processes that create value chain. Innovation processes are advertised in a subtle but not blatant manner.

Media RationaleTV Rationale

• The TV ads will have Aisam Ul Haq, Maria Sharapova and Zenedan Zedane in it to position the beverage brand as a refreshing sporty drink. It is a drink that caters to both the gender and socio economic class SEC A and B. The ads will be placed on channels such as ten sports, star sports, star sports 1, star world, new channels such as express, Geo and ARY.

Radio Rationale

• The jingle and tagline for Citricana will be very catchy in order to attract all the youth who are interested in sports and play themselves. The radio ads will be placed on radio channels such as FM 91, FM 99, etc to target SEC A and B. The drive times during which the ads will be placed will be the morning, evening and late night slots to maximize the reach. The frequency of the ads will be high during the morning slot and the late night slot to gain effective reach and desired outcome.

Media RationaleNewspaper rationale

• Citricana newspaper ads will be placed on the second page and will cover the entire page of newspapers such as dawn, jang, express tribune and other highly respectable and credible newspapers to increase the brand positioning of Citricana.

OOH

• Billboards of Citricana will be placed on heavy traffic roads such as shahra-e-faisal, boat basin, M.A Jinnah road, etc to attract as many eyes as possible. the radio ads will aid the billboards by providing an audio while the OOH activities are providing an attractive visual.

Media RationaleCinema

• Product placement can be used to further promote the brand. Movies that are sporty in nature, for example, movies such as Goal, Bhag Milkha bhag, A-team and other cinema ventures that will be produced in the near future to increase the brand equity of Citricana in terms of sales.

BTL

• BTL activities can be done via mall activation in hyper star, park towers and forum. Kiosks can be put up and since Citricana is affiliated with Nike, whenever people buy a Citricana they can be given a little giveaway with it which contains a signed photograph of nike’s brand endorser and a nike key chain. Apart from this Citricana can be promoted at Gym Khana and Moin khan club, people who are playing can be given Citricana samples for free. There will be special Citricana transports which will go to universities such as Szabist, IBA, CBM, LUMS, LSE and other highly recognized universities to give away free samples of Citricana on a monthly basis.

Advertising Campaigns• This would focus on a star celebrity endorsing the product. We plan to create an

advertisement campaign that will give out a message that first of all the drink is natural and does not have any artificial elements to it which makes it a drink for the health conscious group of people.

• When targeting the youth we shall first get the drink endorsed by a sports celebrity that will target them. The ad campaign will give out a message that the youth can now have a drink that does not have the negative effects that a soft drink or energy drinks has and now a product is available that is good for the health and also has hydrates the consumer.

• A cricket star would not be the best suitable person for the advertisement campaign as a soft drink is official drink for the cricket team. An ad campaign with the Pakistani tennis start Aisam Ul Haq would do great for the products as he has huge fan following and is not linked with any such drink as such.

• Another campaign for the customers that is planned is to provide Aisam Ul Haq signed t shirts that would send us back feedback on the drink and a few would be chosen randomly.

Performance Measurement

• The marketing campaigns would then be tracked by measuring brand equity through surveys and measuring sales of the brand and learning about the usage, perceptions and attitudes and intent to buy the Citricana to give an idea about the success of the campaign, its market share and brand equity.

Any Questions?

Thank you!