RELAUNCHING OF MECCA COLA IN

PAKISTAN

Course: CONSUMER BEHAVIOUR

Instructor: Syed Murad Rizvi

Group Members
Anas Ahmed (10299)
Muhammad Abrar (10361)
Tariq Meraj Baig (10800)
Syeda Alisha Javed (10202)
Samiya Sana (10126)
Muhammad Mubashir khan (10363)
Syed Waqas (10216)
Shayan Ahmed (10220)
 Acknowledgement

I owe our gratitude to Allah Almighty who showered his blessings and kindness which has
stayed with us while working on these pages. With Allah Almighty’s help we are finally able
to compile this document.
We would take this opportunity to thank (Syed Murad Rizvi), our teacher for the course of
Consumer Behavior at the Iqra University Airport Campus for his valuable support and
encouragement which he has offered. His words of wisdom will always be remembered, and I
am convinced that the knowledge of strategic marketing management that he has imparted
would go a long way in making good marketers and helping us all through our professional
careers.
This report cannot be solely attributed to any individual’s effort, but it is indeed the joint
effort of many friends and well-wishers. There were times while preparing this report when
things were tough. It could not have been possible to write it, without the immense help of a
few individuals to whom I would like to offer my gratitude.
So, I would like to thank all my friends and those retailers and wholesalers, that provided
sufficient information needed to complete this report on the Re-launching Strategies of
Mecca-Cola.

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 Executive Summary
The sole purpose of this report is to develop strategies for the re-launching of Mecca-Cola in
Pakistan. When Mecca Cola was launched in Pakistan it suddenly became a reputable brand
due to Islamic association given to it and its fine taste. It is a multinational company, which
operates in various countries. In Pakistan, Mecca Cola proved itself to be one of the leading
soft drink brands.

However due to several reasons Mecca-Cola failed in Pakistan. Some of these reasons
include conspiracy of bigger brands none other than Pepsi and Coca-Cola against the
newborn brand i.e., Mecca-Cola, also some NGOs were forced to start a campaign against
the Islamic name association of Mecca-Cola. In this report, we will discuss the strategies
which we used to re-launch Mecca-Cola and through following these strategies Mecca-Cola
can again become the best brand amongst the Pakistani people. If Mecca-Cola is re-launched
in Pakistan Pepsi and Coca-Cola will be its primary competitors.

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 TABLE OF CONTENTS
Acknowledgement.......................................................................2
Executive Summary.....................................................................3
Mission And Vision.....................................................................5
Vision Statement Of Mecca Cola................................................5
The Mission Statement Of Mecca Cola.......................................5
Overview And Objectives............................................................5
Products And Services.................................................................6
Products:......................................................................................6
Services:.......................................................................................6
Market Opportunities...................................................................7
Deep Knowledge Of Consumers:................................................7
Accurate Knowledge Market Size:..............................................7
Connection With The Old Customers:.........................................7
Sales And Marketing...................................................................8
Postioning Statement...................................................................8
Basis Of Differentiation...............................................................8
Image Differentiation...................................................................8
Product Pricing............................................................................9
Branding:...................................................................................10
Packaging:..................................................................................10
Labeling:....................................................................................11
Product Attributes:.....................................................................11
Competitive Analysis.................................................................12
Conclusion:................................................................................13

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Mission and Vision
 The vision statement of Mecca Cola
To bring the best taste with energy to every individual consuming Mecca Cola.

 The mission statement of Mecca Cola

To enhance great taste while being a healthy, energetic drink at the same time leading the
way for socially conscious behavior.

Overview and Objectives

The objectives of Mecca-Cola:
“To become the top priority of people when it comes to soft drinks.”

 To anticipate the aspiration of consumers and customers and to respond immediately

and creatively and competitively. 
 Fulfill commitment to bring forth exceptional standards of performance and
productivity, to work together effectively in a team, and to a willingness to embrace and
transform new ideas practically and learn continuously.
 To maintain the highest standards of corporate behavior towards employees,
consumers, and the society and our consumers and world to acquire success. 
The major points are as follows:
 Sales growth
 Revenue
 Market positioning 
 Enhance Market shares
 Customer satisfaction
 Goodwill & reputation

Products and Services

 Products:
Other products include:
 Azkacola
 Diet mecca cola
 Mecca orange·        

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 Mecca lemon·        
 Mecca apple

 Services:
We will save your dispensary money by identifying and eliminating any compliance issues
(such as proper packaging, proper IDing, budtender to customer ratio, etc.), which in turn
eliminates penalty and code violation fees and ensures repeat customer business and word of
mouth recommendations that you will earn based upon the tested/proven quality of your
products. Not only do we keep compliance/regulations issues in check and ensure quality
control of the product, but we also keep management informed of employee product
knowledge and customer service. All of this equates to more profit for the business. High
Standards has two primary goals: to set the standards for customer service and experience.

 Market Opportunities
There are allots of opportunities for re-launching and some are following:

 Deep knowledge of consumers: 

Knowledge about customer psychographics is important for marketing and marketing

activity.

 Accurate knowledge market size:

Right, and correct information is important for the success of launching our new brand mecca
Cola All, so you use previous data for re-launching a new product it ensures the success of
new product many of the big companies purchase data for marketing and success of
marketing depends open is strong and verified strong data, so you have a large amount of
data you are doing marketing very easily I love it.

 Connection with the old customers:

Satisfied customers are the key to success, so your old customer plays an important role in
the success of the new product. Feedback from the customer side in any marketing technique
and marketing activity feedback is an important tool and it plays an important role in the
success of marketing if you are a good marketer, so you collect feedback and regular check
and make a proper system for the feedback mecca cola has already had feedback from the
previous customer, so it plays a vital role. 

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 Sales and Marketing
 Positioning Statement
Positioning of a brand is a key process that includes promoting the brand in a certain way to
make and establish an image or personality inside the minds of the buyers within the target
market.

“Soft drink for everybody who wants refreshment. Mecca-Cola is the only beverage that
gives the vital taste and refreshment. We are the voice against injustice.”

Mecca Cola has positioned itself as the cola brand of choice for all “Pro-Muslims”, but it has
failed to pick up its grasp market share due to the presence of other “Muslim Colas” and the
extremist nature of its promoting strategies. During the wars, the disruption of systems and
foundation has driven to logistical issues in supply of Mecca Cola. Not at all like Pepsi and
Coke it is not as it were a beverage but is a voice against injustice which is coordinated
towards helping the poor victims. In expansion to this Mecca-Cola is accessible at lower
costs than competitors.

 Basis of Differentiation

There are many bases on which a product can be

differentiated but we will be differentiated Mecca-Cola
based on following:

 Image Differentiation

The image of Mecca-Cola is associated with Islamic values and it will be an edge for Mecca-
Cola over its competitors in Islamic country like Pakistan because here people prefer Islamic
values, and this will help a lot in differentiating Mecca-Cola. Another plus point is that the
U.S and Jewish lobbies and policies are known to everyone, and this point could also be
emphasized that boycotting the U.S based beverages and preferring Mecca-Cola is the way to
help the poor Muslims around the globe.

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 Product Differentiation

Mecca Cola is filled with Muslim symbolism. The difference in it is in the label” Mecca ”the
holy city of Islam second, it announce that some percent of its profit are dedicated to charities
operating in Palestinian territories and some to INGOs in Europe.. Mecca-Cola is globally
available in different variants and it should be launched in Pakistan with all its variants to
attract the large number of buyers.

 Product Pricing
Size Amount in Rupees
Jumbo 80
1.5 Liters 65
1 Liter 37
500ml 26
250ml 15
Tin 25

The product itself includes further descriptions.

 Branding
 Packaging
 Labeling
 Product Attributes

 Branding:

In the current situation of Palestine and Israel the brand name Mecca-Cola will quickly make
its place in the consumers’ mind because it will come back with great slogan and a long gap
and consumers’ will recognize. Its image is loaded with over-idealize, and this is an image
many people have taken deeply to heart.

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 Packaging:

Packaging plays a vital role in product; it determines the

quality of the product. A great deal of emphasis has been put
on Packaging. The pack contains the information of
ingredients being used in it, plus its weight in terms of
grams has been stated on different sizes that premier serves
to the market.
Mecca-Cola should come up in different packages:

Regular bottle
Tin cane of 330ml
Pet bottle of 500ml
1.5-liter bottle
2.5-liter bottle

The management should make sure that the brand name of Mecca-Cola should be visible in
each type of packaging to emphasize the brand. The packaging is designed with the best color
combinations and designs to attract its targeted customers.

 Labeling:

Labeling plays a vital role in product; it determines the quality of the product. A great deal of
emphasis has been put on labeling. The label of the Mecca-Cola should be made attractive
and eye-catching to attract the customer. It should do by keeping costumers’ thoughts and
feelings in mind. Like, for mecca cola logo should claims Muslims concerns and the label
should contain the slogan behind the product that is to help and protect the innocent Muslims.

 Product Attributes:

Ingredients should be used after a careful research about the preference of the consumers.
The ingredients in the Mecca-Cola ought to contain all the components that are basic for a
refreshing and classy drink like:
 Energy
 Healthy
 Protein
 Caffeine

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 Carbohydrates
 Sugar, etc.

 Competitive Analysis

Porter’s five forces are competitive rivalry within the industry, the threat of new entrants,
bargaining power of the suppliers and that of customers as well as the threat of substitute
products (Porter, 2008). Notably, Mecca Cola suffers from the competition posed by other
“Muslim Colas” such as Zam Zam Cola, Evoca, Qibla Cola, Star Cola, among others.

This has increased the competition within the industry and new entrants such as Mecca Cola
have borne the brunt of reduced sales and now face product failure in countries such as Iran.
Though Coca-Cola and Pepsi Cola have a small market share in Arab of 2-5%, their threat
still looms large. The two companies have the potential to mount aggressive campaigns, clear
their name, and push Mecca into more troubles.

 Conclusion:

Image building exercise needs to be carried out where there would be repositioning of the
image that is not Muslim-oriented but meant for all the nations in the world. It should also
overcome the mindset of the population that the company is supporting terrorism by
supporting certain campaigns which promote integration amongst the people in the world.
As Mecca Cola has already been preferred by the people for its taste and quality, so it should
expand globally to increase its sales volume and profits. The best strategic alternative for the
company to enter foreign countries is through collaboration. The company should get into
collaborative association with a local company and expand its operations. The concentrate
should be imported by the country and then it is diluted and formed into a soft drink.
Company should negotiate with Americans and Europeans that certain quotas should be
given to them to sell the drinks in the market in the initial stage. If the quality and taste are
liked by the customers and there are no violations by Mecca Cola Company, then full-fledged
selling rights to be given to them to expand their business globally.

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