Advertisement and Promotion

Final Project

Submitted By:
Jamal Mustafa
Ahmad Shehzad
Tayyab Javed
Abeera Butt

Submitted To:
Sir Awais Khan

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Contents
Industry:........................................................................................................................ 3
Beverages Industry Review............................................................................................. 3
Brand Name................................................................................................................... 4
Logo............................................................................................................................ 4
Tagline.......................................................................................................................... 4
Mission......................................................................................................................... 4
Vision Statement.............................................................................................................. 5
Marketing Mix................................................................................................................ 5
Product...................................................................................................................... 5
Price......................................................................................................................... 5
Place......................................................................................................................... 5
Promotion................................................................................................................... 5
Segmentation.................................................................................................................. 5
Target Market................................................................................................................. 5
Differentiation Point......................................................................................................... 5
Positioning..................................................................................................................... 6

Industry:
Beverages Industry Review
The consumer market especially FMCG is one of the fastest growing industry in Pakistan and
there are many players of global fame like Unlived, Nestle Pakistan, Colgate Palmolive, PEPSI
CO, Kraft Foods and well established local contributors for instance, Tapal Tea Pakistan Pvt Ltd,
Engro Foods, Seasons Canola Pakistan( Wali Oil Mills). There are major capital cities like
Karachi, Lahore, Islamabad, and Multan. Being the big cities their portion in every
Category/brand is always more than the others. The cities like Faisalabad, Peshawar, Gujranwala
and Gujarat, Qoeta etc are included in 2nd layer cities in this regard. As being in the first layer of
cities there is a great potential for the companies to open new brands in the FMCG industry.
There are many companies who have their business limited to the top cities only. According to a
latest survey the total base of Lahore has now been increased up to 28000 shops. The food and
FMCG sector in Pakistan has all the ingredients needed for sustainable returns. Pakistan remains
the sixth largest market in the world by consumer size with millions of consumers entering into
independent disposable income space every year. In addition to this, the population is growing at
a rate of 2% per annum where rate of migration to urban centers is even higher .This industry is
attractive as the population of these cities is very high and FMCG products are consumed in huge
number.
The food and beverages sector in Pakistan has been considered a safe haven for institutions. With
its booming basics and relative resistance to macro shocks, the sector has slowly and steadily
paved its way up through the market. We are entering in this industry and providing Roo juice
product in the market, by adding this product in the market we can have good market share.
Many of the other companies are offering such brands in the market like Nestle, Shezan etc.
After analyzing all these features we are pretty sure that entering in this section of FMCG
industry is appropriate. Beverages are one of the strongest sectors of FMCG so entering in this
sector would be worth full. Awareness regarding the hygiene products is getting more in
Pakistanis and people prefer to have neat and clean products to be consumed and especially the
sterilized machines which are being used for making the food products so, we can provide people
with hygienic juices instead of unhealthy juices at the peddlers.
3

Brand Name
ROO

Logo

We have selected green color for our logo because we are going to serve natural product
in tetra packing to the customers.

We have chosen this color scheme because we are serving with the theme of coolness, so
it reflects the refreshing and real picture of nature.

We have used cool dude as when you will during the juice, it will give you freshness, and
you will feel cool and look cool.

Tagline
THAND PAE GAI...

Mission
We are providing natural product to our customers of Pakistan because we care for their health,
we want to provide environmental friendly product by utilizing efforts of our employees.

Vision Statement
To be a leading juice making company in the market by providing best quality natural roo juice.
Having highest market share and providing best value to the share holder and stakeholders.

Marketing Mix
Product
We are providing product in the market, it will be a roo juice. this product will be available in
tetra packing of 250 ml.
Price
Price for the Roo juice would be 30rs.
Place
It will be available at the general stores and shelves of the shopping malls.
Promotion
We will advertise our product on the television, radio, billboards, public relation, social media
marketing.

Segmentation
Segmentation can be done on different bases, in our case we can segment our product on
geographical bases as those areas having larger population or having hot climate. other options
for the segmentation may include the Demographical bases, like people of middle class and
having normal income.

Target Market
we will be targeting Middle class as our product is for those people who can afford reasonable
price for our product and would like to buy our hygienic product from stores instead of drinking
unhygienic roo from peddlers.

Differentiation Point
Hygienic natural roo juice in tetra pack and which can be preserved for many days.
5

Positioning
We are going to provide our product at reasonable price of 30rs with the best hygienic quality.
we are going to provide natural roo juice in tetra packing.