To introduce new products in Market

1. Marketing
Plan To
Introduce
ZamZam
Refreshment
Beverages in
Pakistan

2. Developed By
Name of Student: Mohammad Asif
Khan
Student ID: MB-2-05-51271
Program: MBA
Course Name: Marketing
Management
Course ID: 70394

3. Company Profile
oZamZam Refreshment (Emirates), head quartered in Al-
Ain United Arab Emirates (UAE) was established in 2002.
oIt was founded as a specialized company in
manufacturing soft drinks (cola, lemon, orange and diet
cola) in cooperation with ZamZam-Jordan which worked
on getting the necessary permission in 1988 to bottle and
manufacture mineral waters for distribution of all of
Jordan an neighboring countries.

4. Company Profile
oMeanwhile, ZamZam-Jordan got is activities expanded
to include other products mentioned under group 32
like, juice and other soft drinks.
o The company started its products distribution of soft
drinks to all of UAE and other countries starting with
UAE, KSA, Iraq, Syria, Oman, India, as well as
African countries like Mali, Senegal, South Africa
and Zambia and many other countries.
oIn addition to that, we are now in the advanced stages
to manufacture our products in these countries in the
near future.

5. Situational Analysis
oZamZam Refreshment is struggling to enter
into a market where many other strong
brands are already serving to the customers
in the same products category.
oWe affirm that our product quality and taste is
strong enough to compete the existing cola
products which are globally known.

6. Target Markets
Our product is equally acceptable for all the age groups
but specially focuses to the young generations. We can
differentiate our target markets as follows:
oYoung Generations including students, sports
lovers, etc. (Provide an opportunity to fulfill their
hectic personal life with thrill and adventurism)
oFamilies (To enrich their lives with entertainment)
oBusiness Entities (Hotels, Restaurants, Clubs,
Resorts, etc.) (Provide an opportunity to increase their
customers’ satisfaction through an exceptional line of soft
beverages.)

7. Market Demographics:
The profile of the ZamZam Refreshment potential customers
consist on the following basis:
Geographic:
ZamZam Refreshment has segregated the market
geographically into two broader categories:
Urban Areas:
•Large urban areas with heavy density of population
•Small urban areas with low population

8. Market Demographics:
Rural Areas:
oDeveloped rural areas (Large villages having separate
living areas with different standards of living).
oLess developed areas (Small villages having community
base living standards.

9. Market Demographics:
Demographics:
There is almost an equal ratio of male and female in the
country’s population.
Age Clusters:
oAge between 13 to 60 years
oAge between 13 to 20 years (Juvenile & quite young)
oAge between 21 to 34 years (Young and Mature)
oAge between 35 to 50 years (Middle Aged)
oAge between 51 to 60 years (Old generation)

10. Market Demographics:
Behavioral Factors:
oThe majority of population belongs to the same
religion and having strong religious trend among the
middle income and lower middle income groups.
oMost population having trend on spending money
on quality and tasty food and beverage products.
oHectic schedule of urban area’s life compel them to
look for a catalyst to boost their morals.

11. Market Needs:
ZamZam Refreshment is providing a wide range of soft
drink beverages to the customers. Market is full of
opportunities and there is a strong probability that,
ZamZam Refreshment will penetrate in to the market
with its unique taste of cola and wide range of product
line. Market has a trend to spend on food & beverages
and they continuously seek for the best quality products
to satisfy their needs. The past success of the some foreign
owned restaurant chains endorsed this confidence of the
ZamZam Refreshment.

12. Market Needs:
ZamZam Refreshment is committed to serve the target
market through proving value to the money to the
customers in the shape of following:
oQuality Beverages.
oExtra ordinary Customer Services.
oEnriching their lives with joy and happiness.

13. Market Trends:
oThe economy of the target market has been recognized
as one of the emerging economy. Consumer Price Index
(CPI) and inflation are not highly favorable for the new
business but the growing rate of Gross Domestic Products
(GDP) indicates that market has potential. Foreign Direct
Investment is welcome by the government and provides
different type of incentives.

14. Market Trends:
o Urban areas more civilized and developed as compare
to rural areas and literacy rate is high as compare to the
rural areas. People of the urban areas have busiest
schedule as compare to the rural areas population. They
spend most of their time for the earning livelihood for
their families and for the love ones. They always look for
the opportunities to spend their leisure time with their
families to fascinate their live along with their hectic
schedule. They spend money for that, this trend is rising
day by day and some of the urban areas of the market
have been recognized as mega metropolitan cities.

15. Market Growth:
oIt has been predicted that the overall industry growth
will hardly be more than 4.5% at the end of the current
fiscal year. But it has been significant that the food &
beverages industry growth will achieve up to 8% growth
in the current fiscal year. This growth trend is remarkable
as compare to other large manufacturing scale industries.
It is strongly believe that this trend will be rise in the
years to come.

16.
Strengths,
Weaknesses,
Opportunities and
Threats (SWOT)
Analysis:
The following SWOT analysis is based on ZamZam
Refreshment strengths, weaknesses in accordance with the
target market and it describes the opportunities and
threats existing in the same market.

17. Strengths:
oSuccessfully operating in the existing market through its
unique taste of cola and exceptional customer service.
oOur state of the art logistics system enables us to minimize
the overall cost.
oWe are financially strong enough to cope up with the market
response or we can bear the early jerks of the market.

18. Strengths:
oSuccessfully operating in the existing market through its
unique taste of cola and exceptional customer service.
oOur state of the art logistics system enables us to minimize
the overall cost.
oWe are financially strong enough to cope up with the market
response or we can bear the early jerks of the market.
Weaknesses:
oPresently we have not investing on manufacturing process.

19. Opportunities:
oLarge population of the country belongs to same religion.
oLong summer seasons in the urban areas.
oQuality food & beverages are sought in the market.
oCan expand ourselves horizontally in same market.
Threats:
oExpecting strong resistance from the existing cola producers
in the market.
oThe uneven growth of economy and shaky political
situation.
oGlobal political scenarios.

20. Competition
ZamZam Refreshment is struggling to enter into the highly
competitive food & beverages market, where there are many
foreign renowned food & beverage brands are serving to the
population. ZamZam Refreshment categorizes them as follows:
Traditional Cola Producers:
We categorize the following Cola producers in to the high
competitive zone, due to their global presence and one of them
has been regarded as the pioneer in cola producing:
oCoca Cola
oPepsi Cola

21. Competition
Muslim Cola Producers:
There are many other manufacturers are existing in
different Muslim countries and producing soft drinks in
the name of Muslim drinks or coal. These producers can
be the future competitors in existing market. Presently the
only one local producer is manufacturing the Muslim cola
in the market:
oGourmet Cola

22. o Nestle
o Shezan
o Frooto
o Apple Sidra
o Red Bull Energy
Drinks
o Rooh Afza
o Jam-Shireen
o Nurus

23. Distribution
Product Offering:
ZamZam Refreshment is in a process to introduce limited
number of products from its wide range of product line.
That can be extended according to the market needs and
response. The products can be categorized as under:
The core Product:
oZamZam Cola

24. Distribution
The other products:
oZamZam Orange
oZamZam Lemon
oZamZam Diet Cola
oZamZam Water
oPower Plus Energy Drinks
oPower Plus Energy Drinks Sugar Free

25. MARKET STRATEGY
oAs per demographics the seventy percent of the
population lives in the rural areas and the remaining
thirty percent belongs to the urban areas.
oInitially ZamZam Refreshment has been decided to
concentrate on large urban areas based on large cities
with heavy population. With the passage of time we
will enable to capture the whole market and
simultaneously we will enable to increase our market
share in the same product line.

26. Mission

27. Marketing Objectives
oContinuously maintaining upward trend of sale of
the ZamZam Refreshment products.
oAchieve steady growth to fully penetrate in to the
market.
oDecrease customer acquisition cost each quarter.
oExpansion of distribution network all over the
market.

28. Financial Objectives:
oMaximize the ZamZam Refreshment profit margin
through efficiency and achieving economies of scale.
oA double to triple digit growth rate for first three years
of launching.

29. Target Markets
oZamZam Refreshment has segmented its target market into
three broader categories, large urban areas, small urban areas
and rural areas.
oMarket niche has been created through segmenting market
demographically.
oZamZam Refreshment will target the young generation in its
initial aggressive marketing campaign. Besides the
aforementioned market niche we will also target the families to
enrich their life with the new taste of cola products.
oZamZam Refreshment will commence the lucrative
promotional activities to attract the business customers.

30. Positioning
oZamZam Refreshment position itself as one of the
finest producer of soft beverages products.
oWe differentiate our self through unique taste of our
cola product and raise slogan “cola for
everyone”.
oWe would like to make ZamZam Cola the first
choice of the customers in soft beverages and drinks.

31. Strategies
oThe first and the foremost aim of ZamZam Refreshment is to
create awareness of the product and the value offered by us
among the customers.
oOur market strategy will focus to communicate the unique
taste of cola which they never taste before or they are unable to
find it in any other cola product. This message will communicate
through variety of communication media. We have decided to
communicate it through:
oDeveloping Website and other digital channels
oElectronic Media
oPrint Media
oBill Boards / Hoardings
oEvent Organizing

32. o Type: Soft Drink Carbonated
beverage
o Ingredients: Carbonated water,
sugar,( caramel) color, Acidulant,
(Phosphoric Acid) Caffeine,
Emulsifier (Arabic Gum), Natural
Cola Flavor .
o Size: 250 ml Regular
300 ml Pet Bottle
350 ml Cane
500 ml Pet Bottle
1.5 liters Pet Bottle
Marketing Mix
Products:

33.  Type: Soft Drink Carbonated
beverage, Orange
 Ingredients: Carbonated
water, sugar, Acidulant, (Citric
Acid) Emulsifier (Arabic and ester
Gum), Natural Orange Flavor,
Preservative (Sodium Benzoate),
Color (Sunset Yellow), Antioxidant
(Ascorbic Acid), Vitamin (C).
 Size: 250 ml Regular
300 ml Pet Bottle
350 ml Cane
500 ml Pet Bottle
1.5 liters Pet Bottle
Marketing Mix
Products:

34. o Type: Soft Drink, Low Calorie
Carbonated beverage, Lemon
o Ingredients: Carbonated
water, sugar, Natural Citrus
Flavour, Acidulant (Citric Acid),
(Malic Acid), Acidity Regulator
(Sodium Citrate), Preservative
(Sodium Benzonate), Natural
Lemon-Lime Flavor.
o Size: 250 ml Regular
300 ml Pet Bottle
350 ml Cane
500 ml Pet Bottle
1.5 liters Pet Bottle
Marketing Mix
Products:

35. o Type: Soft Drink Carbonated
beverage, Diet Cola
o Ingredients: Carbonated
water, sugar caramel, Acidulates
(Citric Acid, Phosphoric Acid),
Sweetener (Aspartame 350
mg/lt.), Acidity Regulator
(Sodium Citrate, Preservative
(Sodium Benzonate), Caffeine,
Natural Cola Flavor.
o Size: 300 ml Pet Bottle
350 ml Cane
500 ml Pet Bottle
Marketing Mix:
Products:

36. o Type: Power Plus, Energy Drinks,
Sugar Free
o Ingredients: Carbonated water,
Acidity Regulator, Acidity Regulator
(sodium Citrate), Preservative
sodium Benzonate), Citric Acid,
Taurine(Max-0.4%), lucurono-
lactone(0.24%), Sweetener
(Aspartame, Acesulfame K), Caffeine
(.03%), Inostiol, Vitamins (Niacin,
Pantothenic Acid, B6, B12), Flavour,
Colors(Caramel, Riboflavin).
o Size: 300 ml Pet Bottle
350 ml Cane
Marketing Mix
Products:

37. o Type: Power Plus, Energy Drinks
o Ingredients: Carbonated water,
Sugar (Sucrose), Glucose, Acidity,
Regulator (Sodium Citrate),
Preservative (Sodium Benzonate),
Citric Acid, Taurine (Max 0.4%),
Glucuronolactone (0.24%),
Caffeine (0.03%), Inositol,
Vitamins (Niacin, Pantothenic
Acid, B6, B12), Flavour, Colour
(Caramel, Riboflavin).
o Size: 300 ml Pet Bottle
350 ml Cane
Marketing Mix
Products:

38. o Type: Power Plus, Citromin C
o Ingredients: Carbonated water,
sugar (Sucrose),Glucose, Citric
Acid, Taurine, Glucuronolactone,
Caffeine, Inositol. Vitamins
(Niacin, Pantothenic Acid, B6,
B12), Flavour, Preservative
(Sodium Benzonate), Antioxidant
(Ascorbic Acid).
o Size: 300 ml Pet Bottle
350 ml Cane
Marketing Mix
Products:

39. o Type: Power Plus, Genseng
o Ingredients:
o Size: 300 ml Pet Bottle
350 ml Cane
Marketing Mix
Products:

40. o Type: Power Plus, Vitamin C
o Ingredients:
o Size: 300 ml Pet Bottle
350 ml Cane
Marketing Mix
Products:

41. o Type: Pure Natural Mineral
Water
o Ingredients: Pure Natural
Mineral Water From Springs LIE in
the heart of the scenic Hatta Peak
District Filtering Through Acnient
Limestone. This Water Emerges
With a Natural Balance of
Minerals, Calcium, Magnesium,
Creating Great Taste, that is Spring
Water
o Size: 300 ml Pet Bottle
1.5 liters Pet Bottle
Marketing Mix
Products:

42. Marketing Mix
Price:
oNot les then the market price level of the same drinks.
Place:
oLarge Urban areas
oSmall Urban areas
oRural Areas

43. Marketing Mix
Promotion:
oLucrative discounts will be offer to the distributors, wholesalers
and retailers.
oThis promotional activity will be accompanied with the other
promotional tools like offering company owned refrigerators;
wholesalers and retailers sign boards, etc.
oSales promotion events organizing.
oSponsoring the mega events, specifically the sports events.

44. Marketing Research:
Our market research will be based on two phases:
Pre Launching:
At this phase we will carry out a comprehensive research
to analyze the market demand and identify the reasons of
the failures of the past attempt made by the other
manufacturers in same products. This research will help us
to clearly identify the market depth for the product and
its probability of success and failure.

45. Marketing Research
Post Launching:
We will be continuously in a search of that, how we can
improve our existing products quality that can satisfy the
customer’s need and to extend our product line in
accordance with the new demands of the market, this will
help us to understand the market dynamics and will able
us to serve the market in more effective and efficient
manner.

46. FINANCIALS
Marketing Budgets:
Marketing budgets is divided in to two parts, the first part
of the marketing budgets deals with the pre launching
activities and the second part of the budget deals with the
post launching activities:
First Part of the
Budgets:
Amount in million rupees and estimated upon current
market situation for the three year period:

47. First Part of the
Budgets:Particulars Allocated Amount Description
Marketing Research 02.0
• Marketing Consultant Fee &
research cost.
Adds Preparation & Bringing it
on air
20.0
• Fee of Add Agency for Ad
preparation.
• Commercial making
expenses.
• Other expenses related to
print & electronic Ads.
Promotional Activities 10.0
• Expenses related to of event
organizing.
Marketing Staff Remuneration 06.0
• Marketing Staff Salaries and
Wages
• Allowances for extra activities
• Other administrative
expenses
Total 36.0

48. First Part of the
Budgets:Year 1 Year 2 Year 3
Particulars Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Description
Marketing &
Advertisemen
t 10
10 5 5 5 3 3 3 5 2 2 2
Expenses related to the
aggressive media
campaign.
Selling
Expenses
2.5
1 1 1 1 1 0.5 0.5 0.5 0.5 0.5 0.5
Expenses related to
materialized the sales
through providing
different kind of incentives
and promotional stuffs like
company sign boards,
company owned
refrigerators, etc.
Promotional
Activities
5
5 5 2 5 5 2 2 5 3 1 5
Expenses related to
effective promotional
activities and event
organizing.
Logistics &
Distribution
10
5 5 5 10 5 3 2 10 5 3 2
To carefully coordinate
with the logistics to make
sure the availability of
beverages on time.
Total
27.5
21 16 13 21 14 8.5 7.5 20.5 10.5 6.5 9.5
Year wise
Total 77.5 51.0 47.0

49. CONTROLS
Implementation:
The overall marketing operations & activities have been divided in
to three broader phases:
Phase I:
oThe company will capture the fifty percent large urban
areas within the six months of its formal launching of
products.
Phase II:
oWe will achieve hundred percent penetrations in to the
urban areas’ markets within the one year.
Phase III:
oWe will fully penetrate in to the market through covering
all prominent rural and urban areas within the three years.

50. Sales Targets
The sales targets will be developed according to the potential of the
sub markets or the locations. To achieve this we have segmented the
market on the sales potential and they will be categories on the
following basis and the respective targets will be allocated to the sales
team on the basis of their respective locality:
oUpper Class Localities (Higher Income Groups)
oUpper Middle Class Localities (Higher Middle
Income Groups)
oMiddle Class Localities (Higher Lower /
Middle Income Groups)
oUpper Lower Class Localities (Upper Lower / Lower
Middle Income Groups)
oLower Class Localities (Middle Lower / Lower
Income Groups)

51. Marketing Organization
We have been organizing our marketing activities in to
three broader categories, with an aim to create
distinction from our existing competitors and restrict
other producers of the beverages to enter into the same
market. We have divided our marketing activities in to
following three broader categories.
oMarketing & Advertisement
oSelling Activities
oLogistics & Distribution

52. Marketing &
Advertisement
Marketing department has been responsible to carry out
all the marketing related activities of the ZamZam
Refreshment beverages products.
oFirst and foremost, they will be responsible to carry out
a comprehensive research related to the target market to,
provide the desired & required information to the board
of directors to review and analyze the suitability of the
investment.
oThen they responsible to implement this marketing plan
in a manner that all the predefined objectives of the plan
will be achieved in an effective manner.

53. Marketing &
Advertisement
oThey are responsible to develop ads for the products and get
necessary approval from the top management before brining it o
the media. After necessary approval they are responsible to
communicate it through various means of communications to the
target audience in order to achieve desired level of sales of
beverages and to create a profitable relationship with its customer
through effective customer services.
oMarketing department is responsible to create synergy among the
Marketing, Selling and Logistics & Distribution departments to
ensure that the uninterrupted supply of the beverages will be
available to the customers. They also responsible to seek
continuous feedback from the individual and as well as the business
customers to gauge the potential market growth and rectify the
discrepancies if any.

54. Selling Activities
The sales department is part and partial of the Marketing
department, initially they are responsible to report to the
marketing head about their selling activities.
oThey are responsible to ensure that the orders from the
retailers and whole sellers are received frequently and the
supply of the goods will be reached to the them on time,
without any hurdle or disturbance.
oTo achieve this objective they have to fully coordinate
with the logistics department and make sure that the
desired information must reach to the logistics
department on time.

55. Selling Activities
oThey responsible to achieve their predefined sales
targets set by the top management with the help of the
marketing department, in accordance with sales
opportunities lies in the respective localities of the
target market.
oThe marketing department is responsible to make sure
that the market potential will be utilized fully and
every individual of the sales team will be highly
motivated to achieve their individual goals as well as
the department’s goals and collectively the
organizational goals.

56. Logistics & Distribution
It is the prime responsibility of logistics & distribution
departments that all the sales order will be delivered on
time at minimum cost. They will be continuously in a
quest to capture the full market share through their
effective and economical fleet operations of the logistics.
Initially they are directly responsible to the marketing
department regarding their operational activities and
have to work closely with the sales team. It is to be
ensure by the logistics & distribution department that
with the passage of time the cost of delivery of the
beverages should be minimized but it must be ensure that
they have to maintain same level of quality of services
that company has promised to its customers.

57. Contingency Planning
Difficulties & Risks:
oAs prior mentioned that the already existing manufacturer and
distributors of the renowned cola brands has strong influence on
market the huge resistance is expected from them.
oThe product will be unable to achieve the desired objectives in
term of finance and the number of sales.
oA change in political and economic condition of the country can
affect the predicted sales of the products.
oFinancial risk can be minimized through creating or developing a
joint venture or including local investors in the project.

58. Contingency Planning
Worst Case Risks Scenarios Include:
oProduct will be unable to get the desired response from the
market.
oA negative marketing from the rivals can harm the product image.