MGT 301 Assignment # 2

Pepsi and Coca Cola are market leaders of beverage industry in Pakistan .You are the marketing manager of newly established Beverage launch a soft drink in market. Higher management assigned you the task to prepare a Company, XYZ limited and want to plan for this product. You should prepare your plan by using following table and give suitable comments with logical reasoning

(Produce your answer according to marks distribution)

Characteristics	Comments	Reasoning
Brand Name	I would recommend the Drinks like Flavored of Mango, apple, etc and the brand name will be related to the taste.	Our brand name will suggest the taste and flavor of the drink. The people like different tastes so we cover a long range of people.
Target Market	I will suggest targeting all type of age’s group of people. Especially we will be focusing the cities as in small towns there is no much trend of such type of things.	Different age groups has different likings as the young age group will mainly be interested the juice flavor things etc. It is also very popular in the aged group.
Positioning Strategy	Positioning strategy is that we are providing a best quality drinks. Which have standard to be exported to the other countries.	In Pakistan the people usually have a mind set the things which are exported are of very high quality. Which is infect a little bit true. So we want to create the image that we provide a good brand at a very reasonable cost.
Price Strategy	Price strategy will be on competitors based. The prices will be slightly lesser than that of the competitors.	We have a very price sensitive market in Pakistan. So we keep our price slightly lower than that of the competitor. But we keep in mind that the price should not be as much low that people have their mind set it is a sub-standard product.
Distribution Strategy	Instead of having our own distribution system. I would suggest to have Wholesaler, intermediaries, and retailers involved.	In the beginning as the company is developing we may have the low budget for this. More over we have to spend lot of money on the other marketing mix activities like Advertising and promoting our product in the market. Our market mainly based on the wholesaler and intermediaries by offering them good commission in our product may be a way to reach our product to the consumer. We will use the push strategy first and then the pull strategy at later stage.