1. Marketing Management
Presented By:
Mirza Bilal Asad Baig
Owvais Shah
Shahzaib Khan
Shoaib Usman
Raza Ali Alvi
Laraib Rajput

2. 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.

3. 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.

4. 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.

5. Background
• Industry Analysis – PEST Analysis
• Market Analysis – SWOT Analysis
• Competitor Analysis – Porter’s Five Forces
Model

6. SWOT Analysis
STRENGTH
 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

7. 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.

8. Branding Elements
Branding
Elements
Name
Logo
Packaging
Tone
Ambassador
CharacterSlogan
Jingle
Social
Media
CSR
URL

9. Marketing Mix
Product: 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.

10. Media Rationale
TV 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.

11. Media Rationale
Newspaper 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.

12. Media Rationale
Cinema
• 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.

13. 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.

14. 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.

15. Any Questions?

16. Thank you!