BRAND

MANAGEMENT
BBA 6M

SUBMITTED BY: MALIK MUHAMMAD ALI

SHAHZEB TARIQ
HASEEB AHMED
TEHREEM KHAN

AMRAT COLA

Brief History:
Established in 1985, Pakistan Mineral Water Bottling Plant (Pvt.) Ltd
initially established with the initiative of introducing Mineral Water drink to
the Pakistani consumer. 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. Amrat also produces
orange and 7Up-like soda.

Vision The vision of AMRAT throughout these years was to provide a

quality in affordable prices.

AMRAT COLA IN PAKISTAN:

AMRAT took the challenge of making Pakistans biggest in-house
Beverages Industry and built under the supervision of International Team.
The thirst-quenching drinks of AMRAT are available in Cola, Orange &
Lemon Lime.

REASONS OF FAILURE OF AMRAT COLA:

Pepsi Cola and Coca Cola were the market leaders

Less focus on advertisement in Pakistan as compared to its competitors.

Brand fatigue (lack innovation)

SEGMENTATION:
Beverage industry usually uses mass marketing technique which falls
under the category of undifferentiated marketing that means there is no
segmentation. We will do the same but our main focus is towards sensory
segment which means the consumers who are seeking flavors and
product appearance.

TARGET MARKET:
AGE:
AMRAT COLA has a target market based on the age group. It plans to
target people who are 15 years of age up to 40 years old. Mainly people
between the ages of 18 32 are targeted as they make up to 60% of the
total age group. It is easy to influence the youth of sub-continent as
compared to western youth according to a research.

SOCIAL CLASS:
The social class should be upper and upper-middle class.

GENDER:
As far as gender is concerned, AMRAT COLA aims to target both males and
females.

GEOGRAPHICAL LOCATION:
Urban and rural areas of Pakistan especially the metropolitan cities will be
the basic target market.

POSITIONING:
We will reposition AMRAT cola in Pakistan. As you can see in recent and older
advertisements, they havent worked well enough to position it as a unique brand in the
minds of the customers. We want to reposition AMRAT cola as:
Its not just a drink, its a Pakistani drink
Because youth in Pakistan tends to follow the bandwagon, therefore, we will position
AMRAT Cola the mind of the customer in a way that drinking AMRAT COLA is a fashion or
trend for Pakistan.

AMRAT COLA will be using a patriotism statement in their positioning statement. There is
no cola brand in Pakistan which claims to be patriotic. This factor will be the point of
differentiation for AMRAT COLA and will position it successfully in the market.

BRAND ELEMENTS:

BRAND NAME:
Brand name will remain the same as AMRAT COLA meaning. AMRAT is
a cultural ideal associated with the culinary arts of fine drink .The term
and its associated practices are usually used positively to describe people
of refined taste and passion.

BRAND LOGO:
We would change the logo of AMRAT COLA in order to give it a new, fresh and modernized
look while keeping its heritage and legacy intact. Therefore, the logo contains a blue crown in
which AMRAT COLA would be written in its original and traditional style. It also reinforces
the brand name.

TAGLINE:
The new tagline would be

This tagline reinforces our repositioning of AMRAT COLA as a trendy brand while
satisfying the consumers basic need i.e. thirst.

Cant beat the feel

5 Ps:

PRODUCT:
Products are the goods and services provided to the customers by the firms. The right product
to satisfy customers needs and wants. AMRAT COLA understands the need of their
customers and tends to fulfill them at all levels. AMRAT COLA soft drink is refreshingly
cool. Its unique flavor and good quality will be at its best if there is a good balance of
carbonation in the drink. Moreover, it goes well with meals and snacks and people can enjoy
it anytime whether with friends or family gatherings. Its a thirst quenching soft drink.
Having AMRAT COLA at any time of the day will be refreshing and energizing at the same
time. AMRAT COLA portrays a lively, fun, energizing and sporty personality.
We will also launch an energy drink name as AMRAT fast which will have double caffeine.
Although, nowadays there is a wide variety of energy drinks but AMRAT COLA promises to
deliver something different. Other energy drinks tend to be using exceptionally high levels of
sugar and taurine. However, AMRAT COLA will not only boost up the energy levels but also
boasts up other healthful qualities. It has taken a new approach of creating an energy drink
that will not only boost up the energy level but also will improve concentration levels, and
the increase physical and mental energy.
Additionally, the ingredients it will be using in soft drinks will be carbonated water, caffeine,
sugar, sodium, vitamin B and grape fruit as to differentiate from other soft drinks. It will be
having low levels of sugar, vitamin B for health purposes, grape fruit to add some fruity
flavor and lastly, it will include low levels of sodium. Many soft drinks have a high level of
sodium which is pretty unhealthy for people who have some health problems like heart
conditions. In order to avoid this and to make it usable for adults, AMRAT COLA uses low
levels of sodium.

PRICE:
Determining the products price is a tricky business. The pricing strategy should be based on
the product and consumer demand for the product in the competitive environment. The
pricing structure is relatively simple because brands have to maintain their price keeping in
mind competitors prices.
As our competitors are mainly Coca Cola and Pepsi, so AMRAT COLA has to charge prices
according to it. The suitable price that AMRAT COLA will be charging for the soft drink will
be only for Rs.30for 500ml bottle. Hence, the price we chose is average, neither lower and
nor higher than our competitors. Currently, whereas Coca Cola is charging Rs.40 per 500ml
bottle. Along with this, we will be doing sales promotion that is, Buy a 2L jumbo size bottle
and get 250ml for free. Eventually, this will increase our sales also, resulting in high profit
margins.

Similarly, AMRAT COLA energy drinks face an intense competition from various brands like
Red Bull and Sting. AMRAT COLA will be using the same pricing strategy for its soft drinks
too. It will be charging only Rs.80 for its energy drinks, lower in comparison to other energy
drinks. Once our products enter the market, we can gradually increase our prices.

PLACEMENT:
Placement refers to the availability of the right product in the right place to be bought by
customers.

DISTRIBUTION CHANNELS:
Firstly, AMRAT COLA would be launched in major cities of Pakistan including Karachi,
Lahore, Rawalpindi, Islamabad and others because such a product has more consumption in
urban areas. The product will be distributed to the wholesalers and retailers. Market
intermediaries will be involved in the distribution of AMRAT COLA .

INTERMEDIARIES:
Wholesalers,
retailers.

PROMOTION:
ADVERTISEMENT:
We want to employ a bit different approach of advertisements as well as the conventional
ones. First of all, we will advertise a mystery ad depicting a hidden bottle with a caption we
are back, back with a bang and advertise it to one or two weeks to grab attention of viewers.
This ad would be run on TV as well as on print and social media.

Moreover, we will start a guess & win promotion in which consumers would be asked to
guess the brand which would be kept secret to increase curiosity and the winners would be
awarded with different prizes including ipads and Xbox.

After that, the brand will be revealed in advertisements on TV, newspapers and magazines
and billboards.

ELECTRONIC MEDIA ADVERTISEMENT:

We will advertise on popular television channels such as Geo channel, Ary Digital, and Aag.
TV commercials will be creative and attractive as it will have impact on the thinking of the
people. Currently Pepsi and Coke are very good in TV advertisements so in order to get to
that level company will make a separate advertisement department. In Pakistan there are so
many cultural and religious events for example Basant (spring festival), Ramadan and Eid
occasions. So we will seek to make adverts according to the festivals.

BILLBOARDS:
For working classes men and women the best and timing saving option are billboards
advertisement (should be in a particular place and proper sighted area). Billboards remain in
our subconscious. Company should use big advertisement boards in main parts of large cities
of Pakistan.

PRINT MEDIA ADVERTISEMENT:

Print media such as newspapers and magazines are another very strong media type in
Pakistan. People love to read newspapers early morning, company swill advertises in popular
newspapers such as Jang, Dawn and The Nation.

SOCIAL MEDIA MARKETING:

Since major segment of our target market consists of youth, therefore, it is very necessary to
be on the social media. We will have pages on Facebook and twitter so that people can get
information about our brand.

CELEBRITY ENDORSEMENTS:
Using well-known and admired people to promote products and brands is a widespread
phenomenon with a long marketing history. We are also going to promote our products
through celebrities. First we will choose well-known and well-defined celebrities whose
associations are relevant to our brand. The celebrity should also not be linked with too many
brands so as to reduce confusion and have strong association with our brand. We would
choose young, dynamic yet classy celebs for promotion of AMRAT COLA for instance,
Hadika Kayani, Mahira Khan or Aesaam ul Haq. All these celebs are well-known, respected
and has a very decent yet bold aura about them.

EVENT MARKETING AND SPONSORSHIP:

Event marketing is public sponsorship of events or activities related to sports, art,
entertainment or social causes. We would also promote our brand through these sorts of
activities. For instance, we would like to be the sponsor or co-sponsor of TV shows like

Master chef Pakistan to make people associate our beverage as a must with every meal and
HUM awards ceremonies so as to reinfoAMRATe our positioning of being stylish and trendy.
We would also sponsor events in universities so as to attract the major part of our target
market i.e. youth.

PACKAGING:
The packaging would be another interest aspect of our rebranding. Our beverage would be
available in RGBs (Regular Glass Bottles), cans and pet bottles in different sizes.

Cans:
The novelty and uniqueness about our cans would be its color. We will introduce cans in
Golden color with a tagline drink proud so as to depict a sense of royalty in the minds of
customer and to be stand out among others in a shelf.

Bottles:
The glass bottles of new AMRAT COLA would be shaped as that of wine because wine
bottles are considered to be very elegant and sophisticated. The bottle of the cola drink itself
would be of black color so as to be different.

CONCLUSION:
Well, according to our knowledge about marketing, we conclude that AMRAT Cola failed in
Pakistan because of its poor attention given towards the ad campaign. Brand fatigue is
another major reason for the decline of AMRAT Cola. When other colas came they advertised
and they did it so well that people were attracted towards them. Its also about how u present
it, the looks of the product. AMRAT Cola's bottle is not appealing and the regular one
specially looks so thin, it seems as if it has less drink inside, thats 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. Thats what it needs and right advertising at the
right time can do a lot and how can we market a product in a way that it can give a
fashionable and trendy impact on the people.