2. GROUP MEMBERS
Zarmeena Khan ( Head)
Muhammad Ubaid ur Rehman
Shehzeb Butt

3. CONTENTS
 Current Marketing Situation
 SWOT Analysis
 Objectives & Issues
 Marketing Strategy
 Plan Action

4. CURRENT MARKETING SITUATION
Market description
 Market analysis
 Market trend
 Target Market

5. PRODUCT REVIEW
 Salient Features
 Product Line

6. COMPETITIVE REVIEW
 Competition
 Market Position
 Strengths & Opportunities

7. SWOT ANALYSIS
 Strengths
 Weakness
 Opportunities
 Threats

8. STRENGTHS
 We are widely distributing our product.
 We are advertising our product on mass level.
 We are launching it in different flavors.

9. WEAKNESS
 Launching Chilled Coffee in winter can be a
critical issue.
 Demolishing the bad concept about Murree
brewery in people’s mind can be a difficult work.

10. OPPORTUNITIES
 As we all know that coffee is commonly used in
winter, so as our product is chilled coffee, it will
be used in winter and also in summer because it
is in cold form.
 Students are always seeking for the new product
that will relax them and release stress, our
product will do that.

11. THREATS
 The tradition of taking coffee is when it’s hot, so
it can be a threat launching coffee in cold form.
 Pakistan is politically and economically unstable.

12. OBJECTIVE & ISSUE
 First Year Objectives
 Second Year Objectives
 Issues Face

13. Marketing strategy
 Positioning
 Product Strategy
 Pricing Strategy
 Distribution Strategy
 Marketing Communication Strategy

14. POSITIONING

15. GEOGRAPHIC
World Region Asia
Country Pakistan
City Islamabad, Rawalpindi, Lahore,
Karachi, Faisalabad, Murree

16. DEMOGRAPHIC
Age 16 - 30
Gender Male & Female
Family life-cycle Teenagers, Youngsters &
Married couples
Occupation Students &

17. BEHAVIORAL
 Occasions
 Benefits
 User status
 User rates

18. PSYCHOGRAPHIC
 People want Good quality as well as good packing.
 Easily Available.
 More-for-More Concept.
 They want products in good taste.

19. BRANDING STRATEGIES
We are using Line extension strategy as
Chilled Almond Coffee is the new product
category of Murre brewery

20. PACKAGING AND LABELING STRATEGIES
 Product Logo
 Slogan
 Product nature
 Product Flavors
 Product Type
 Design
 Colors

21. PRICING STRATEGIES
 Market entry Strategy
 Discount & Allowances

22. DISTRIBUTION STRATEGY
Marketing channel:
Producer/manufacturer to retailer to consumer.
Distribution intensity:
 We will use intensive distribution of our chilled
almond coffee.
 We will stock the product in as many outlets as
possible, starting from metropolitan cities.

23. MARKETING COMMUNICATION STRATEGY
 Promotion strategy
 Personal communication channel
 Non personal communication channel
 Sales Promotion

24. TV Ad

25. ACTION PLAN
3 Month Basis – Marketing Mix:
 Product
 Price
 Promotion
 Place