PRINCIPLES OF MARKETING MARKETING PLAN CITROLA

By Fahad Mohiuddin Ahmed Erqem Habib Husaini TabassumWazir Anum Hanif Bilal Bin Yousaf Wajihuddin std_16666 std_16640 std_16583 std_16641 std_16618 std_16572

Submitted To Sir Abdul Raheem Khan

EXECUTIVE SUMMARY

Our plan is to launch a new carbonated soft drink in citrus flavor. A thorough research revealed that lemon flavor is preferred by the general public so our decision to go with the lemon flavor soft drink. Mission is to refresh the mind, body and heart through our product. We have been coming up with innovative pricing of Rs.25 which is the lowest in the market because of the new company we have to do this. Our product will be a bit stronger in taste so that we can differentiate in taste too. We will use Ahmed Shahzad as our Brand Ambassador who will feature in our ad. Other than that we will be promoting it in Ramzan too as it is the season when drinks are consumed readily. One of the things we took care was to keep its positioning completely different from our competitors. It will be targeting people aging from 15-30, most of them are students and young adults. We will promote it on Cricket World cup too that a lucky winner will be travelling with the Pakistan Cricket Team to Australia. Secondly, we will be launching an online-game, social media marketing. Promotional activities are explained further in Promotional Plan. We are going with the market Penetration Strategy.

Table of Contents
Executive Summary ................................................................................................................. 2 Introduction .............................................................................................................................. 4 Goal and Objective .................................................................................................................. 4 SWOT Analysis ........................................................................................................................ 5 Environmental Analysis .......................................................................................................... 6 Competitor Analysis ................................................................................................................ 8 Market Research Plan ........................................................................................................... 13 Consumer Analysis ................................................................................................................ 13 Market Segmentation and Targeting ................................................................................... 14 Branding Plan......................................................................................................................... 15 Marketing Budget .................................................................................................................. 17 Marketing Mix ....................................................................................................................... 17 Appendix ................................................................................................................................. 25

INTRODUCTION

In brief the purpose is to market a new innovative carbonated soft drink in citrus flavor. Our idea is to design the marketing plan for a new soft drink that will compete with the giants of soft drink Industry like Coca-Cola, Pepsi and their sub-products like 7up, Sprite, Mountain Dew, Mirinda and Fanta. Our product will be first launch in Karachi and Lahore. It will be best known for its new taste, innovative pricing, and distribution, promotional and branding strategy. Vision To make Citrola the 1st choice for consumers Whenever they feel need a soft drink for refreshment, Mission Following is the mission of Citrola. To give this youth a soft drink that will inspire not just their body and mind, but also their hearts too. To facilitate optimism, confidence to make a change, through our brand. To support our society and make it a healthy as well. To give our target market healthy soft drinks that will fight with extensive heat. GOALS AND OBJECTIVES To maintain high quality To capture 20% of market share within a year or two in Karachi and Lahore To meet the needs of all age groups (specifically age group from 15 to 30) Establishing responsible communication with the consumer which can provide us a better look into what changes need to be made to our product Advertise product in such a way as to create importance that can be sustained over the long term for consumers. SWOT ANALYSIS

Strengths Unique product Low price New taste New Production and bottle design. Drink for youngsters

Weaknesses Strong competition Amateur team Preservatives

Opportunities Can be introduced in Different Cities Internet and Social Media Recyclable Packaging Huge market to cater

Threats Obesity Established Competitors Not good for health Threat of new emergent.

Strengths: In current scenario we havent see any soft drink that is dealing with youth, optimism, confidence that just not refreshes their mind but whole body. Secondly we have decided to introduce a new 160 Ml bottle of Rs. 15 with some more new bottle sizes and a can of 200 Ml worth Rs. 20 of which are not introduced in Pakistani market. Then we come to taste, most of the drinks lacks fizziness which find out through research. That people want more gas and it should me much stronger than the current ones. Eid, Ramazan, Football world cup, Cricket World Cup are the ideal events for our brands promotion. Additionally, Coca-Cola's distribution system is one of their greatest strengths. The distribution and bottling companies will be locally owned and operated by independent business people who are authorized to sell our products. Weaknesses: A new product entering into a saturated market of soft drinks. A bunch of youngsters who have no experience is one of the weaknesses but this is our strength too. Opportunities: One of the biggest opportunity for our product is the 35% of the total population is comprised of youth aged between 18-35. Secondly, youth is more inclined towards change, freedom, optimistic thinking and they have not experienced a drink that is being produced in their own country like in the past time it was thumbs up in India. It can become a nation-owned drink. In the end our recyclable Packaging to make this society a better place will play a vital role in our brands success.

Threats: Has many major global competitors with its main one being PepsiCo and Coca-Cola. These competitors may develop marketing strategies to eliminate Citrola. There may be an economic downturn in the business cycle. Political and law & order Situation is a big threat. Secondly, a thought that comes into our minds is that the soft drinks are unhealthy and it can create obesity. Environmental Analysis PEST Analysis Political factors Social-cultural factors Technological factors Political Federal excise duty and sales tax on production capacity (Aerated waters) applied on 28 Feb 2014. This tax will affect the production of the soft drink, as the tax will increase cost. But as we are planning to start the soft drink from Lahore, Karachi and then to the rest of Pakistan the production would not be that high thus keeping tax low in the beginning of the business. Economical The macroeconomic and security challenges continue to weigh on the economy of Pakistan. Growth is expected to remain modest in Fiscal Year 2014, largely reflecting fiscal consolidation to deal with high deficits that have caused macroeconomic imbalances. The government of Pakistan has embarked upon a program of fiscal and structural reform, supported by an Extended Fund Facility Arrangement with the International Monetary Fund, to restore macroeconomic balance, relieve energy shortages, and guide the economy toward faster and more sustainable growth.

Economic performance

The moderate growth in gross domestic product (GDP) in fiscal year 2013 reflected the weak macroeconomic fundamentals in recent years. Investment has remained low due to the energy shortages and the security concerns which continue to undermine the investors confidence. A fiscal pressure has kept the budget deficit very high for a second consecutive year. At the same time, however, inflation has fallen into a single digit. The GDP growth slowed to 3.6% in the fiscal year 2013 (ended 30 June 2013). Economic prospects Selected Economic Indicator (%) Pakistan GDP Growth Inflation Source: Asian Development Bank (ADB) estimates The GDP growth is projected at 3.4% for fiscal year 2014, which is marginally slower than in the fiscal year 2013. Agriculture is expected to be weaker due to a drop in cotton output, which partly offset the improvement in sugarcane and rice crops. Ongoing rains, however, may benefit the upcoming wheat crop, despite a reduction in the sowing area this year. On the demand side, private consumption will remain as the main driver of economic growth, which will be supported by the sustained inflow of remittances, low real interest rates, and better credit availability at banks. The Government spending will be contained by fiscal consolidation to bring down the budget deficit, but accelerated credit flows to the private sector during the first 7 months of FY2014 indicate an uptick in private investment. Net exports are expected to be modestly negative as import growth quickens to support improved capacity utilization in manufacturing. GDP growth is expected to be higher in FY2015, at 3.9%, as the impact of fiscal consolidation eases somewhat, energy supplies improve, and the global economy strengthens. Source: ADB. 2014. Asian Development Outlook 2014. Manila. 2014 3.4 9.0 2015 3.9 9.2

Social

Carbonated drinks do pose a negative impact on health due to chemical additives. Yet the younger generation are so drawn by its taste that they are more prawn to get addicted to carbonated drinks. It has become a part of the younger generations lifestyle so much that they prefer soft drinks with snacks and all foods.
Technological

The main factor which has played a significant role in the expansion of the soft drink industry is technology. This is clear from the development of cans, plastic bottles and improvements in the distribution systems.

With the advancement of technology in mechanical and electronics engineering, the beverage manufacturing industry has most benefitted. The production equipment was largely dependent on human resource has now become independent and the only human resource required is that to observe, maintain and repair the machines. Due to the increase in the demand of carbonated drinks and its constant requirement throughout the year, high technology and fast lines are installed. Most of the equipment used is imported from Germany. The new equipment can automatically blow plastic bottles, fills it with the carbonated drink, caps the bottles and pack it in crates. Technological advances have helped the soft drink industry greatly. The introduction of machines has helped fill the bottles with the liquid drink, through Spouts as well as machines that caps the bottles make production easier while keeping the variable cost (labor cost) to a minimum. COMPETITOR ANALYSIS Coca-cola(Coca- Cola Sub Products) Pepsi (Pepsi Co Sub-Products) 7up ((Pepsi Co Sub-Products) Sprite ((Coca- Cola Sub Products) Mirinda((Pepsi Co Sub-Products) Fanta (Coca- Cola Sub Products) Mountain Dew ((Pepsi Co Sub-Products)

Pepsi SWOT analysis 2013 Strengths

1. Product diversity 2. Extensive distribution channel 3. Corporate projects 4. Competency in mergers and acquisitions 5. Global Brand 6. Successful campaigns 7. Complementary product sales 8. Proactive and progressive marketing and Social Responsibility (CSR)

Weaknesses
1. Low pricing 2. Questionable practices (using tap water but labeling it as mountain spring water) 3. Much weaker brand awareness and market share in the world beverage market

compared to Coca-Cola advertising 4. Too low net profit margin 5. Confusing positioning strategy of 7Up which clashes with Sprite too.

Opportunities
in emerging markets

Threats
2. Water scarcity

1. Growing beverages and snacks consumption 1. Changes in consumer tastes

2. Increasing demand for healthy food and 3. Decreasing gross profit margin beverages 3. Further expansion through acquisitions 4. Bottled water consumption growth 5. Savory snacks consumption growth 4. Legal requirements to disclose negative information on product labels 5. Decreasing value of Pakistani 6. Rupee 7. Increased competition from Coca-Cola

Sprite

Parent Company

Coca Cola

Category

Beverage

Sector

Food Products

Tagline/ Slogan

Mirchipai sprite katarkalagalai

USP

Food is incomplete without Sprite

STP

For all people seeking a soft drink for eating food with friends and Segment family

Target Group

All age groups Lower, middle and upper class people

Positioning

Make your food more spicy with Sprite

SWOT Analysis

1.Excellent branding and advertising Strength 2.Excellent distribution and availability

1.Aerated drinks not popular with health conscious people Weakness 2.Long term ill effect of health

1.Leverage successful brand Coca Cola 2.Advertise more 3.Buy out competition 4.More Brand recognition Opportunity

1.Threat from other aerated drinks competitors 2.Threat from substitutes like fruit juices Threats 3.Boycott from health conscious people

Competition 7UP 1. 7UP Pepsi Co 2. Mountain Dew Beverage

Parent Company Competitors Category

Sector

Food Products

Tagline/ Slogan

Mana lo Food Ka love

USP

Food is incomplete without 7Up

STP

STP

For all people seeking a soft drink for eating food with friends and Segment family

Target Group

All age groups Lower, middle and upper class people

Positioning

Make your food more spicy with Sprite

SWOT Analysis

1.Excellent branding and advertising Strength 2.Excellent distribution and availability

1.Aerated drinks not popular with health conscious people Weakness 2.Long term ill effect of health

1.Leverage successful brand Coca Cola 2.Advertise more 3.Buy out competition 4.More Brand recognition Opportunity

1.Threat from other aerated drinks competitors 2.Threat from substitutes like fruit juices Threats 3.Boycott from health conscious people

Competition

Competitors

1. Sprite

Marketing Research Plan

Define Objective and Problem: What should be the product taste, Pricing, Reasons behind not consuming carbonated drinks, what should be the taste and do costumers are in a mood to welcome a new carbonated drink in citrus flavor. Determine your Research Design: We have used exploratory research as we have used surveys and secondary data collection for our research. Design and Prepare Research Instrument: We have prepared a questionnaire for gathering information and other secondary sources for data collection. Sampling and Data Collection: We have got our questionnaires filled by 100 respondents in universities and colleges. Analyze Data: We have used SPSS statistical software for analyzing the data and results are shown at the end of this plan. Visualize and Communicate Results: We used bar graphs to illustrate our results which can be seen in the Appendix. And the results of the survey can be read on the next page. CONSUMERANALYSIS Market survey We posted and circulated a questionnaire (Apendix1) online, and received the responses from the sample of 100 people. The result we have given in this marketing plan is in the form of Bar charts and statistical tables can be found at the end of the report.

The Result 60% of the Sample size was male and 40% female (Appendix 2). 70% of the Sample Population was from Karachi and 30% from Lahore ( Appendix 3). 60% of the Sample Population was students (Appendix 4). 45% of the Sample was of between 15 to 20 years old, 43% was between 21 to 25 years old, and 12% was over 25 years of age (Appendix 5). 85% of the sample consumed soft drinks (Appendix 6). And more than 50% consumed it on a weekly basis (6-15 times a month) (Appendix 7) Approximately 85% of the sample drinks more than 4ltr a month. Approximately 50% of the sample believes the quality of the packaging to be below average. (Appendix 8) Approximately 60% of the sample believes that the amount of gas or fizziness in the carbonated drinks is average. (Appendix 9) 55% of the ample believes that carbonated drinks are tastier than non-carbonated drinks (Appendix 10). And 45% use it to relieve thirst. And around 50% believe it to be a necessity with food. Around 50% believe it to be somewhat refreshing. (Appendix 11) 80% of the sample agrees with the fact that consuming carbonated drinks is unhealthy. (Appendix 12). And for 60% being unhealthy is a reason for not consuming carbonated drinks (Appendix 13). Around 80% of the sample preferred a lemon flavored citrus carbonated drink (Appendix 14) Market segmentation and Targeting Market segmentation Demographics: Age: 15 30 Family Life Cycle: Bachelors, engaged, newly married couples.

Gender: Male and Female

Geographic: Currently we are launching this drink in Karachi and Lahore, though other future options will be considered.

Behavioral: Benefits: Quality, Economy, Convenience Occasions: Regular occasions Usage rate: High demand in summer Readiness stage: Aware Attitude towards product: Positive

Psychographic: Social Class: Middle class- Students, Professionals, independent business persons. Lifestyle: Achievers Personality: Variety seekers and outgoing people.

Targeting We are targeting people from Karachi and Lahore, with age group of 15 to 30 and who seek variety in soft drinks. Mass marketing (Undifferentiated marketing): This product named ascitrola would be same for the whole market segment and will ignore the differences in market segments.
Branding Plan

Apple doesnt just sell computers and music equipment; it sells well-designed products that are easy to use. Are they the best computers on the market? No. (Well, I guess that depends on what side of the Mac-PC debate you're on.) But Apple sells a lot of them at twice the price because of the way Apple positions its brand in the market. This goes beyond your product itself -- it's about selling the problem you are solving.

Your brand is just not your product, your logo, your website, or your name. Its what your customers perceive about you, and how you make them feel. Chances are you're not the only company out there selling your product or service. Figure out what your company does best beyond what you sell, and make it a part of your brand strategy. Since we will be facing a stiff competition from Coke and Pepsi products, therefore we have decided to go to compete against Sprite, 7up and Mountain Dew because these are the products that have resemblance with our product in taste and other aspects. USP: Everybody is selling soft drinks to cure the thirst. But citrola is something more than that, it refresher you, clears your mind, body and heart, taking things easy and a new way of relaxation Brand Name: The brand name which we have selected is Citrola. Since its easy to remember and matches our USP as ESP. Tagline/Slogan: Thirst Just Got Better Position Statement: Forget about the food, our youth has many more things to do that are important and Citrola will help them achieve it by refreshing their mind, body and Hearts. Value Proposition: Try something new with a new taste that will just refresh your whole body.

Marketing Budget

Expenses Advertising Funds (tvc) Event Sponsorsips Product Cost (14*250,000 Publications Social Media Billboards Vendoring Machines Distribution Street Furniture Brand Ambassador Email Marketing Radio Advertising Total Funds

Charged Fees Rs. 25,00,000 Rs. 15,00,000 Rs. 35,00,000 Rs.100,000 Rs. 45,000 Rs. 30,00,000 Rs. 20,00,000 Rs. 20,00,000 Rs. 100,000 Rs. 10,00,000 Rs. 20,000 Rs. 8,00,000 Rs. 14565000

MARKETING MIX Product: In the beginning we will be launching our product in citrus flavors i.e. lemon and orange. Its main motive is to provide costumers refreshing and healthy carbonated soft drinks. As there are not many citrus flavored carbonated soft drinks except Mirinda, Fanta, 7up and Sprite. It will be available in different bottle size. Since we are targeting youth, it will positioned with an image of friendship, music, sports, team-work and sharing. The whole positioning and placement strategy will explained later in branding plan.

The beverage container is very unique in the way that consumer can refill or re-use it. We will be first to launch this kind of bottle which will result in a new product feature as a competitive edge from product usage point of view. As the time progresses we will make sure that technology improvements are being done to create an impression that our company cares about satisfying its customers. Features New bottle design. A whole new taste. Healthier than other soft drinks A best way to fight dehydration Ergonomically Designed Benefits Refreshes your mind, body and heart. Helps to fight Heat. Healthy Product. Available in Many Sizes. Cheaper than other competitors products.

Bottle Sizes 250 ML Can (Appendix 15) 200 ML Bottle (Appendix 16) 330 Ml Pet Bottle 1 Litre 1.5 Litres (Appendix 17) 2.5 Litres Rs. 25 Rs. 18 Rs. 35 Rs. 58 Rs. 75 Rs. 95

Pricing Strategy On the right is a marketing tool to work out pricing strategy. Citrola have a to get a good market share, competitor pressure has forced customer sensitivity to price to be fairly high, sales volume is of course should be high and profit margin has to be fairly low as the Citrola products are fast moving consumer goods and new entrants. These points to penetration strategy, it means the setting of lower rather than

high prices to achieve potentially dominant market share. This can only be done where demand for the product is believed to be highly flexible, basically demand is price-sensitive and either new consumer will be attracted, or existing consumers will buy more of the product because of a low price. A good penetration strategy may lead to large amount of sales and large market share. The strategy may also promote complimentary products. The main product may be priced low to attract sales, customers are then sold accessories on special occasions and events. This strategy will work nicely in promoting re-use of Citrola packaging via a beverage holder of vessel which is purchased separately and refilled. The potential disadvantage of bringing in this strategy is the likelihood of competitors doing the same by reducing their prices, therefore damaging any advantage of the reduced price. Price Penetration is most appropriate in industries where standardization is important. The product that achieves high market penetration often becomes the industry standard, in regards to the new Citrola beverage vessel is trying to create a standardization of how consumers use the beverage container. Citrola are likely to receive stiff competition soon after introduction of the product, although the product that achieves high market penetration often becomes the industry standard and other products, even superior products, become marginalized. Standards carry heavy momentum. Promotion: 60% of the marketing funds are spent on advertising. Primarily TV advertising with radio, magazine, cinema, sports activities and brand ambassadors. Other promotional items include: point of sale material, consumer premiums (e.g. clothing, caps, etc.), sporting and concert sponsorships, transparent advertising, billboards, Internet Marketing. Marketing Communications Developing Effective Marketing Communication: Following are the steps of effective Marketing communication 1. Identify the target audience 2. Determine the communication objectives 3. Design the message 4. Choose the media

5. Select the message source 6. Collect feedback Identifying Target Audience: Since our target market is the youth mostly university students. Our ad will take place in a university. And it takes place between students and a teacher. It will be a student who will provoke the consumers to use our product in order to get refreshment during 2 classes with a break of 5 minutes only. Those students just go into a box of Citrola and they return in a refreshing mood as they are prepared for anything now. And the teachers see that box, gets confused, and then a student (definitely our brand ambassador) come and tell them the reason behind all this. Determining the Communication objectives: Our communication objective is to aware, knowledge and purchase Designing a Message: A hot and sunny afternoon in the university with air conditioning not working but the students sitting in the class are smiling and are happy. The teacher is perplexed and asks them why they are smiling in such heat. The students take them to the Citrola store make them have it. The teacher feels fresh and looks forward to being thirstier. Thirst just got better Choose Media: This ad will be a TV commercial broadcasted on major channels of Pakistan like Geo TV, Geo News, Jalwa Music Channel, 8XM Music Channel, THE MUSIK, ARY Digital and through social Media Selecting a Message: To make an impact on the minds of audience we have decided Ahmed Shahzad (cricketer) to be the brand ambassador of our brand and communicate the message Collecting Feedback: The feedback of this promotion will judge through sales as well as how many people have seen this ad and how they have reacted to it through live interviews Setting the Promotional Budget: Since we do not have any constraints in our budget, we are using comparative method to match the advertising methods of our competitors. The following areas of the marketing communications mix will all be looked at to consider the relative strengths and weaknesses and if and how they will be applied in the case of this plan.

Advertising - Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Personal selling - Personal presentation by the firms sales force for the purpose of making sales and building customer relationships. Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service. Public relations - Building good relationships with the companys various publics by obtaining favorable publicity, building up a good "corporate image", and handling or heading off unfavorable rumors, stories, and events. Direct marketing - Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships. Advertising Form Billboards Strengths Seen by everyone, hard to avoid, High presence, People highly receptive Tools or Tactics Introduce 3d Billboards, Neon Display boards at busiest roads of Karachi and Lahore, at the shopping malls TV Commercials Seen by a large audience, can be targeted to specific program and channel. It can work as a good communication Device. We have to make some good cult advertisements for youth. That should be enjoyable too. For example Ufone Ads. Eid, Ramazan is on its way as most soft drinks are consumed in this month and its a great opportunity for us to transform our product into a brand. And make a place into consumers minds

Newspapers/Magazines

Target

market

specific, Advertising in lifestyle magazines, Jang and Dawn with any emphasis on sports, fitness, health, entrepreneurship and other youth related ideas in Citrolas lifestyle image would be a viable form of advertising for the new product.

readers highly receptive.

Public

and

Street Strengths: Seen by a large audience, events or places e.g. Cricket stadiums, Musical concerts etc. good for brand association.

Citrola will sponsors football from Pakistan cricket world cup with emphasis on Citrolas healthier drink. We will be heading to universities to promote our drink among youth. Sponsoring their ideas and various humanitarian efforts which is good for brand image

Display ads or furniture

\Internet Marketing

Better Costumer Support, Long Term relationships, Reduce overall marketing costs, Design our brands personality

Citrola will share videos, new promotional activities, polls, competition, SEO and other internet Activities.

As already said Citrola wants to be a massive national brand with huge brand awareness, the emphasis of advertising would be on a TV advertising campaign as well as on company website and virally spread on social media websites sites such as YouTube, Facebook and

twitter. The advert should gain cult status and in theory the target market will virally spread the advert to friends in the same market. Consumers are highly responsive to videos they have chosen to watch on the web. Reaching the target market through more sport such as cricket and football, sponsorship of innovative ideas and humanitarian events, students competition to promote Citrola brand image Personal Selling The sales force needs to communicate with current distribution channels for Citrola. Citrola will currently distribute cooler fridges and vending units to community centers, sports halls and shops. These would be replaced via liquid dispensing vending units, if we offer them effective incentives. Along with information on the benefits of switching units incentives based on Citrola sponsorship deals could be offered such as free tickets to sporting events, such as cricket. Sales Promotion Online Coupon: Coupons are available on line. Consumers print them out and take them to the store. It seems more exclusive than in store coupons, encourages users onto company website. Online coupons are much more accessible than regular coupons and the process of getting them online could be linked with Online Interactive: Promotional Game: Consumers play an interactive game associated with the promoted product. It will keep customer on website, likely to pass on to friend therefore viral Interactive ads online make a nice experience for the user, a flash game could allow users to experience the new vending method. Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product. Good prizes are likely to draw repeat purchases to try again. Contests linked with Citrola sponsorship companies, such as competitions for tickets to sporting events for e.g. winner of that competition will get a chance to travel with Pakistan Cricket team to Australia for world cup. We can also create partnership with any NGO to support Thar Victims that drink a bottle of Citrola and donate the amount to the victims. Press Release: Regarding CO2 emissions: It will result in increased brand image appeal, Show Company to be socially responsible Produce an article in newspapers on Citrolas new

product which is sustainable on every front, materials, production and re-usable packaging. Showing Cokes recognition of global responsibility to reduce CO2 emissions. Regarding child obesity: There is an increasing need for health drinks our product focuses on health too. So it can also increase brand image appeal, Show Company to be socially responsible. We can print an article in newspapers about our new product range with fitness and health in mind. Direct Marketing Direct Marketing effectiveness can be measured directly. Lets take if Citrola sent out one million advertisements/promotions via email then at least 100,000 customers can be tracked who have responded to this email. In this way we can analyze the success of that email campaign directly through the response Place: We will distributing it to consumers via various channels e.g. major supermarket chains, cafes, university canteens, cinemas, restaurants and fast food outlets (KFC, Pizza Hut and Mcdonalds etc.).Well also have refrigerated vending machines at various locations like universities and workplaces, shopping malls and Supermarkets like Naheed Super Store, Imtiaz Super Store and Hyper star etc. and at leading universities of Karachi & Lahore. Like IBA, IoBM, SzabistKhi, N.E.D, Fast, Karachi University, MAJU, SSUET, Comsats Lahore, LUMS, UET Lahore etc. Service the right pack size at the right price, in the right place at the right. Secondly, we will make sure that our distributors, suppliers etc. will remain loyal with us and too so we will announce that they will be sharing 20% profit with us for first 2 years, in order to capture their loyalty. We will be outsourcing our distribution to Agility Logistics as they are the one who are the distributors of Coke and Pepsi products too. So they can help us in improving our operations in future with the help of their valuable information.

APENDIX Appendix 1 (Questionnaire)

Carbonated drinks
*Required 1. Do you consume soft drinks? * o o 2. Yes No

Do you know about citrus flavored carbonated drinks? * o o Yes No

3.

Have you ever had a citrus flavored carbonated drink? *Citrus flavored drinks include Orange (Fanta) and Lemon (sprite/7-up) flavored carbonated drinks * o o Yes No

4.

Which citrus flavor would you prefer in a carbonated drink? * o o Orange Lemon

5.

Which of the following drinks did you drink last: * o o o o o o o Coca-Cola Pepsi 7-up Sprite Mirinda Mountain Dew Other:

6.

Rank your preference (1 to 6) in terms of 1 being your first choice and 6 being your last choice * 1 Coca-aola Pepsi 7-up Sprite Mirinda Mountain Dew 2 3 4 5 6

7.

On average, how often do you drink carbonated soft drinks in a month? * o o o o o Never Occasionally (1-5 time) Weekly (6-15 times) Daily (16-30 times) More than 30 times

8.

When buying a carbonated drink for yourself, which do you prefer? * o o o o 250ml 500ml 1.5ltr Multiple purchase (2 or more bottles/cans)

9.

Rate soft drinks on a scale of 1 to 5 * Poor Gas Content (Fizziness) Packaging Satisfaction after consumption Below Average Average Good Excellent

10. Please indicate your level of agreement or disagreement with each of the following statement about carbonated soft drinks * Extremely Tastier than non carbonated drinks Are not harmful to health Are as similar to drinking water to me I consume them to relieve my thirst Is a must to food and snacks 11. Rate carbonated soft drinks in terms of being *1 being least and 4 being the most * 1 Tasty Expensive Healthy Refreshing 12. What are the reasons for not consuming carbonated your most preffered soft drinks? *you can choose more than 1 * o o o o o o Does not taste good Expensive Chemical additives Not available easily Unhealthy Other: 2 3 4 To a certain extent Very little Not at All

13. What, if anything, your favorite soft drinks could have done better? (Please be specific)

14. Name

15. Gender * o o Male Female

16. City/Town *

17. Age * o o o o o 18. Occupation * o o o o o Student Working Running a business House wife Other: 15-20 21-25 26-30 31-35 36 and above

Appendix 2

Appendix 3

Appendix 4

Appendix 5

Appendix 6

Appendix 7

Appendix 8

Appendix 9

Appendix 10

Appendix 11

Appendix 12

Appendix 13

Appendix 14

Appendix15

Appendix 16

Appendix 17